Use of Social Media Marketing in Maintaining Consistent Customer Experience

This report discusses the use of social media marketing in maintaining a consistent customer experience. It includes a research design, ethical considerations, and references. The research approach used is inductive, and the research design is descriptive. The ethical considerations include maintaining privacy, autonomy, and dignity of the respondents, ensuring scientific integrity, social responsibility, and maximizing benefit and minimizing harm. The references include books and journals related to social media marketing and ethics.

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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
RESEARCH DESIGN ....................................................................................................................3
ETHICAL CONSIDERATIONS ....................................................................................................4
REFERENCES................................................................................................................................7

INTRODUCTION
Research Aim:
The aim of the study is to analyse the use of social media marketing in overcoming the
challenges of maintaining a consistent customer experience.
Objectives:
 To identify the concept of social media marketing.
 To evaluate the different tactics used to deliver the social media marketing campaign.
 To assess the role of social media marketing in order to overcome the different challenges
related to maintaining a consistent customer experience.
 To provide necessary recommendations to overcome the challenges involve with the
consistent customer experience.
Research Questions:
Q: How social media marketing is an effective tool to solve the challenges faced by the business
regarding maintaining the consistent customer experience?
RESEARCH DESIGN
Research Approach
There are mainly two types of research approaches which are used in order to conduct a
research (Dissanayake, Siriwardana and Ismail, 2019). They are inductive and deductive
research approach. However, in the present report, inductive research approach has been used.
The inductive approach helps in building theory on the basis of the data collected and is useful in
analysing qualitative data.
Research Design
The research design of the present study is descriptive research design. This has been
used in order to determine the use of social media and in eliminating the challenges faced by the
customers within different organizations.
Research Method
There are mainly two types of research methods, i.e., qualitative research and quantitative
research method. The qualitative research refers to a research which makes use of data which
qualitative in nature that means not in the numeric format. In the present research, the scholar has

made effective use of qualitative data in order to understand the use of social media marketing in
overcoming the challenges of maintaining a consistent customer experience.
Sampling
In the present research, an interview has been conducted among different social media
professionals and digital marketing experts who can provide us with their opinions and view
points with respect to the subject of the study. For the present research, a sample size of 15 social
media and digital marketing experts have been selected (Fortney, 2021)
ETHICAL CONSIDERATIONS
Ethical issues associated with the research
There are certain ethical issues which the researcher should take care of while conducting
a primary research involves:
 Maintaining the privacy and identity of the respondents.
 Ensuring voluntary consent from the participants before they take part in the process of
interview.
 Ensuring that the feelings and sentiments of the respondents do not get affected by
questions asked by the researcher.
Autonomy, privacy and dignity
In order to ensure the autonomy, privacy and the dignity of the respondents, the
researcher has provided the selected social media marketing experts and the digital marketers
with a free consent form. It is essential for the respondents to fill the free consent form in order
to state that they are voluntarily participating in this interview, and they have not been
pressurized for appearing and responding for the same. Also, all of these respondents were also
provided with an information form in which each and every detail that is relevant to this research
has been clearly mention (McKenna and Gray, 2018) . The main objective of this research form
was to ensure that the respondents know about the research and the reason behind conduct the
same and then make an informed decision with respect to attending the interview.
Scientific integrity
For the purpose of ensuring scientific integrity, the data that is collected from the
interview of the participants has been attached in its raw form. It is up to date and does not
include any kind manipulations within the same. This adds to the strength of the research and

proves the authenticity of the data collected by way of interview. Similarly, in secondary
research, only that data has been considered which has been published in or after the 2018 and is
published on the copy right protected sites (Upadhyay and et.al 2020). It includes a list of
references which states the websites and the names of books and authors from which the data has
been collected. It also includes citations that means mentioned the name of the author after a
statement which has been presented or expressed by the author. Similarly, the information
gathered in the form of opinions and views of the respondents are being presented in their purest
form and have not been altered in any manner. All of these considerations state the scientific
integrity of the research.
Social responsibility
For the purpose of ensuring the social responsibility while conducting the research, it has
been ensured that the respondents or the participants taking part within the interview have the
complete knowledge with respect to the subject of the interview. In order to ensure the same,
both the interviewers and the organizations whose participants were involved in the process of
interview were informed in advance about the subject of the study, the use of the research, the
type of questions that will be asked in the interview. This is to inform the participants and the
organization about the study and ask for their voluntary participation.
Maximizing benefit and minimizing harm
While conducting the research, it has been made sure that the brand image of no
organization or the participant involved within the process of interview gets affected during the
research. The questions asked the participants were general and did not intend to harm the
sentiments and feelings of an individual. The participants were given the right to skip answering
a question which they feel is irrelevant in their opinion with respect to the study or is making
them feel uncomfortable while answering. The questions which were formed for the purpose of
conducting interview were formed by keeping in mind certain psychological of specific
individuals (Yu, 2020). This means that the questions were formed in such a way that it does not
affect the health and psychological conditions of a person. This states that all the ethical aspects
have been considered while conducting the research.

REFERENCES
Books and Journals
Dissanayake, D.M.R., Siriwardana, A. and Ismail, N., 2019. Social media marketing and
customer engagement: A review on concepts and empirical contributions. Kelaniya
Journal of Management. 8(1). p.71.
Fortney, C.A., 2021. Importance of Publication of Articles Discussing Ethics and Ethical
Challenges. Advances in Neonatal Care. 21(6). pp.425-426.
Hanaysha, J.R., 2021. Impact of price promotion, corporate social responsibility, and social
media marketing on word of mouth. Business Perspectives and Research. 9(3). pp.446-
461.
McKenna, L. and Gray, R., 2018. The importance of ethics in research publications. Collegian.
25(2). pp.147-148.
Upadhyay, A. and et.al 2020. The influence of ethical practice on sustainable supplier selection
in the furniture industry. In Sustainable Supply Chains: Strategies, Issues, and
Models (pp. 273-290). Springer, Cham.
Yu, L., 2020, August. Ethical considerations in case studies. In 2020 1st Workshop on Ethics in
Requirements Engineering Research and Practice (REthics) (pp. 15-21). IEEE.