Impact of Social Media Marketing on Customer Satisfaction in UK Retail Sector: A Study on Morrison Plc

This dissertation investigates the impact of using social media marketing on the customer satisfaction level within UK retail sector, with a study on Morrison Plc. It examines the concept of SMM, different SMM tools used by the retail sector, influence of SMM on Morrison’s customer satisfaction level, challenges faced by marketers while using SMM, and recommends the best strategies pertaining to SMM that affect positively upon customer satisfaction level.

Dissertation

ABSTRACT
Social media marketing activities plays an important role in the business and that is why, it helps
the company to meet the wider range of people towards it. Further, through secondary research it
has been analysed that with the SMM assist to improve the brand image and by using different
platforms of SMM like Facebook, Twitter and Instagram company is able to reach wider
audience and sustain the brand image. However, there is a positive influence of using SMM
within a brand image because if company keep posting new products image and discount then it
affect the customer’s behaviour positively. Most of the companies also faces different challenges
which include lack of expertise, negative comment from the people affect the brand image.
Moreover, through research methodology, scholar able to derive better outcome because the
entire study is based upon qualitative and primary data collection methods that support the
business to understand the loophole of the company and then make effective decision. Social
media marketing allow the companies to gain a better level of customer experience in respective
target market. The role of social media platforms such as Facebook, Instagram and many other is
to establish a proper communication between the people and the organisation.

ACKNOLWEDGEMENT
I would like to thank University who offer me an opportunity to perform research on this topic.
I would also show my gratitude towards the teachers who always support me to solve my query
and meet the objectives.
I would also thank my parents who support me economically and non-economically so that I can
perform the research in effectively manner.
Last but not the least, I would like to thank my friends who always ready to help me in the
project and that is why, I am able to complete the entire dissertation effectually.

TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................2
ACKNOLWEDGEMENT...............................................................................................................3
TABLE OF CONTENTS..............................................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................6
Background to the research..........................................................................................................6
Organisational background..........................................................................................................6
Significance of the research.........................................................................................................7
Statement of the purpose..............................................................................................................8
Aim and objectives......................................................................................................................8
Research Questions......................................................................................................................8
Structure of the dissertation.........................................................................................................9
CHAPTER 2: LITERATURE REVIEW.......................................................................................11
Introduction................................................................................................................................11
Theme 1: concept of social media marketing (SMM)...............................................................11
Theme 2: Different SMM tools used by the retail sector to increase customer satisfaction.....13
Theme 3: influence of SMM on Morrison’s customer satisfaction level..................................15
Theme 4: challenges faced by marketers while using SMM into the business area..................16
Conclusion.................................................................................................................................18
CHAPTER 3: RESEARCH METHDOLOGY..............................................................................19
Introduction................................................................................................................................19
Research type.............................................................................................................................19
Research approach.....................................................................................................................20
Research philosophy..................................................................................................................20
Data collection...........................................................................................................................21

Sampling....................................................................................................................................21
Data analysis..............................................................................................................................22
Ethical consideration..................................................................................................................22
Research limitation....................................................................................................................23
Research validity and reliability................................................................................................23
Summary....................................................................................................................................23
CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................24
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................36
Summary....................................................................................................................................36
Recommendations......................................................................................................................37
REFERENCES..............................................................................................................................40
APPENDIX....................................................................................................................................45
Questionnaire.............................................................................................................................45

Title: An investigation to determine the impact of using social media marketing on the
customer satisfaction level within UK retail sector: A study on Morrison Plc.
CHAPTER 1: INTRODUCTION
Background to the research
In this current era, UK retail sector is growing with a high pace that assist to raise
country’s economy and development. As the pandemic also affected the entire industry in
negative manner, so retailers find different ways that assist to promote the business product at
next level in order to improve the sales (Li, Larimo and Leonidou, 2021). It has been analysed
that with the rise in technological advancement, companies are already uses different
promotional strategies pertaining to social media which include Facebook, twitter, Instagram etc.
Thus, social media marketing can be defined as a strategy which help company to grab new
opportunity related to sales improvement and brand awareness. Like, companies spend billions
of digital ads per year in order to attract the customers (What Is Social Advertising & How Does
It Impact My Sales? 2022). So, it is reflected that with this help of this tool, company can also
back on their track that assist to improve the brand image in a market. However, some negative
or bad reviews also affected the customer choice and this in turn causes decreases in sales. This
entails that social media marketing plays an important role in the business performance and that
is why, business needs to adopt such marketing tools which in turn assist to sustain the brand
image and improve the overall financial performance as well.
In addition to this, it can be also stated that with the help of different marketing tools,
company increases the awareness and let them engage towards an existing customer (Wibowo
and et.al., 2021). Along with this, businesses also reach new ones that assist to promote the
culture and mission. That is why, the present dissertation also helps to create awareness related
to SMM and how this assist to raise the customer satisfaction level. For that, qualitative study
will be used which in turn assist to create a better outcome and meet the research aim and
objectives as well.
Organisational background
The entire study is based upon the Morrison that deals in retail sector and provide range
of products to their customers at reasonable rates. The company is considered as a fourth largest
chain in supermarket within UK which reflected that it has a strong customer base (Evans,

Bratton and McKee, 2021). The cited firm founded in 1899 by selling small products, but year
after year company keep added new products by analysing the need of customers that helps to
sustain the brand image at global level. In addition to this, company is already dealing with range
of marketing tools which include Social media marketing, digital marketing, SEO etc. The sales
of the company keep increases in further years except 2020 due to pandemic. Also, due to strong
financial base, company also uses acquisition strategy where in 2004, it acquired Safeway to
create a strong presence in Southern England. Though there were many issues faced by the
company during acquisition and this in turn causes loss to its financial performance.
With the rise in advance technology, it has been analysed that company keep promoting
its products by using advertisement, but pandemic change the entire sales strategy. It is so
because, Morrison now focuses upon different online marketing tools because 90% of the people
uses social media marketing and this in turn assist business to let other know about new offer
easily. Hence, with the help of this study, company understand up to what level, customers are
satisfied within the offered social media marketing tools so that further strategy can be
implemented accordingly.
Significance of the research
The present dissertation is beneficial to Morrison because by conducting primary
research, it will help to understand whether the customers are satisfied with marketing strategies
opted or not. Along with this, company also ascertain different challenges faced by customers
and then implement the strategies to overcome the same (Nyagadza, 2021). This in turn help the
business to create a brand image at global level and generate a strong customer base as well. On
the other side, another significance of this study is towards a retail sector because other
competitors also understand the importance of SMM and implement the same within a business
area so that company’s brand image can be sustained effectively.
In addition to this, the present research will be beneficial to other scholars who want to
conduct the study on similar topic because they can use the content and understand the concept
effectively. Moreover, they can also use the information as a secondary research so that they
develop a good understanding and able to meet the defined objectives as well. Therefore, it can
be stated that this research is beneficial to readers in order to ascertain the importance of SMM
on customer’s satisfaction level.

Statement of the purpose
The reason for conducting the research is such that scholar have their own interest and
with the help of this, the concept of SMM determined that will be beneficial for the future. As
per the current era, it has been analysed that marketing is the only tool which help the company
to reach new customers and generate sales. Also, with the study on this topic, investigator also
raise the knowledge which in turn contribute to future study as well as raise academic interest as
well. So, it can be stated that with the help of this study, scholar determine the ways through
which company can increases their brand image by implementing different SMM tools.
Moreover, the research also contribute to understand the customer satisfaction level by analysing
marketing techniques so that their decision making process might be affected in positive manner.
Aim and objectives
The aim of the research is to examine the impact of using different social media
marketing tools on Morrison customer satisfaction level.
Objectives:
 To develop understanding regarding the concept of social media marketing (SMM)
 To examine different SMM tools used by the retail sector to increase customer
satisfaction.
 To assess the influence of SMM on Morrison’s customer satisfaction level.
 To examine the challenges faced by marketers while using SMM into the business area.
 To recommend the best strategies pertaining to SMM that affect positively upon customer
satisfaction level.
Research Questions
 What is social media marketing?
 What are different SMM tools used by retail sector for customer satisfaction?
 What is the extent to which SMM tools influence Morrison’s customer satisfaction level?
 What are the challenges faced by the marketers while implementing SMM startegies?

 What are different strategies used by company related to SMM to increase positive
impact over customer satisfaction level?
Structure of the dissertation
The current structure of the dissertation comprises with five different chapters that helps
to meet the defined aim and these are as mentioned below:
Chapter 1: Introduction: It is the first section of a dissertation which entails about aim
and objectives. Here, researcher present the background of the research which examine why the
research is important to carry out. Also, research questions and objectives derived on the basis of
aim so that effective outcome can be generated. Further, the structure contains organisational
background which entails about company’s overview and also present the importance of the
research.
Chapter 2: Literature review: Under second chapter of the research, scholar conduct
secondary research by using different online website and books. In this section, scholar derive
different themes on the basis of research objectives so that the can be derived. Also, it addresses
the gap in a literature in order to reflect new views so that it builds on and strengthens the
existing knowledge. Apart from this, with the help of theory and knowledge, scholar also helps
to create awareness about different SMM tools within chosen company.
Chapter 3: Research methodology: The methodology chapter entails about how scholar
will conduct the research so that it allows reader and other scholar to ascertain its validity. This
chapter include different research methods which include research type, approach, philosophy,
data collection methods etc. Therefore, with the help of this section, investigator is able to
determine the outcome and suggest company to use effective SMM tools within a business that
aid to improve the brand image at global level.
Chapter 4: Data analysis: One of the most important chapter in the dissertation because
it is entirely based upon primary and fresh research. With the help of this section, scholar present
the findings in presentable manner by using charts, tables. Also, different themes will be
designed in order to understand the impact of using SMM methods upon customer satisfaction
level. This section assists to analyse whether Morrison successfully use this tools to attract
customers or not.

Chapter 5: Conclusion and recommendations: Last chapter which summarise the key
findings of the entire research. In this, different themes can be designed which concluded
whether there is a positive or negative impact of using SMM upon company’s customer
satisfaction level. Along with this, different suggestions will be provided that entails the
company should use this method which help to improve the overall performance of a company in
this competitive market.

CHAPTER 2: LITERATURE REVIEW
Introduction
Literature review is an overview of all the previous published work on a specific topic.
With the help of this, scholar understand current research in a particular manner before carrying
out new investigation. Also, the research identifies new ways in order to interpret prior research
and reveals any gaps that might be exist in a literature. Hence, in the present section, scholar will
select different books, journals pertaining to social media marketing in order to answer the
research questions. In addition to this, different themes will be derived on the basis of defined
research objectives that helps to determine whether the selected aim is met or not. Further, the
current section will assist to develop a deep understanding about SMM and different tools used
under it.
Theme 1: concept of social media marketing (SMM)
As per the view of Dwivedi and et.al., (2021) SMM is all about interactions among
people in which they create, share as well as exchange information either virtually or physically.
The concept was introduced by Andrew Weinreich in 1997, but was popular until 2003.
Therefore, it has been analysed that the main purpose of social media is to build a brand image of
a company and increases brand’s visibility in a market. Jacobson, Gruzd and Hernández-García
(2020) critically argued that social media marketing is a digital tool which allows users in order
to create as well as share content with public. That is why, there is a strong relationship between
business’s success and use of social media marketing. Apart from this, with the changing
environment, most of the companies focuses upon this tool in order to create a better outcome.
After introduction of SMM, tools had also describe in which different platform used to attract the
customers towards it. Along with this, it can be stated that it is a form of communication where
online communities are used in order to share information and other content.
Chatterjee and Kar (2020) explained in their study that with there are many marketing
tools launch in each year and it is vary from company to company in order to use the same that
help to improve the sales of a company. There are many theory used under social media in which
the author introduce the way to present and its main objective is to identify the thinking of
people, then produce the same into the business. Mason, Narcum and Mason (2021) investigated
in their study that people use social media services in order to present themselves in better way

as compared to actual they are. Thus, the online identity of people is more imaginative than
originality. Theory also stated that a shot message style is also easily influence other by using a
hashtag that allow to attract range of customers towards them. Also, secondary study entails that
social media help people to introduce new things into market so that range of people will be
attracted and it generate a better outcome for the sales of a company as well. However, there are
many marketing tools used by the company which in turn causes positive impact over the
business, but use of SMM will be more beneficial to grab attention of many customers.
Another theory is social exchange theory which is originated from sociology studies
that exploring exchange between individual or small groups. The theory is cost benefit
framework and help to create a strong bond between people so that exchange of communication
can be performed. The theory state that individual engage in different behaviour so that they find
rewarding and also avoid behaviour that divert their mind as well. The way through which the
new idea communicates with other help to improve the business performance and provide
monetary benefit as well. This assist to reflect the symbol of approval or prestige for a company
and they derive better result for the business success as well. Kayumovich and Kamalovna
(2019) supported that the theory mainly engage in two points which are an unexpected gain in
reputation that influence on others, whereas an anticipated reward that help to improve their
engagement towards a company that causes direct impact over the sales of a firm. It has been
critically examined that people do not always act in self-interest ways and due to lack of
sufficient theoretical precision, marketers do not use the theory.
The above theory helps marketers to have a strong interaction between a user and
organisation, also this assist to meet the aim and increase profitability of a business. So, it has
been analysed that with the help of adopting the theory, company can improve the business
performance which in turn cause positive impact over the brand image. On contrary note, it has
been identified that Chen and Lin (2019) as social beings, people consciously perform identities
for self-seeking purpose and this in turn cause adverse impact over the business. Beside this,
there are different tools used by the company which in turn cause positive impact over business
such as Facebook, Twitter, Instagram, SEO etc. Hence, adopting such tools into the workplace
will assist to create a better outcome and increase the brand image by involving range of
customers towards it.

Overall, the concept of SMM is wide because in each year, different tool has been
introduced which assist business to improve the business performance and generate a best
outcome in order to take a business at further level of success.
Theme 2: Different SMM tools used by the retail sector to increase customer satisfaction
There are many social media marketing tools which help the company to improve the
business performance and engage customers for a long term. For that, Facebook is the best and
one of the highly used tool which in turn assist to improve the business performance. Zollo and
et.al., (2020) explained in their study that it is one of the excellent advertising platform which
allow brand to reach wide audience and provide variety of targeting options as well. This is one
of the cheapest tool and around 95% of the total population uses the same in order to engage
range of customers towards it. Along with this, with such tool, marketers create as well as
distribute quality content which is worthful for a brand and also stay connected with the
customers for a long term. Shareef and et.al., (2019) critically identified that due to negative
publicity upon Facebook, the customers divert their mind and this in turn causes negative impact
over a business. Apart from this, using Facebook as a social media marketing might decrease the
number of customers because the negative publicity always affected the entire business
performance and create a wrong impression over the business.
Twitter is another marketing tool which is also used by the company in order to track the
performance of a brands. Also, it assists to provide a better insight to a brand manager in order to
provide a better outcome. Bilgin (2018) reflected that Twitter is considered s one of the most
powerful tool for the marketers because it provides a search engines which allow o enter a
company’s names, brand names and personal names. This in turn help to create a better network
in a company and drive a long term growth for a business as well. Moreover, the information
provided under this reflected that there were 1.6 billion unique visitors per month that depicts
that more tweets will help to increase the customer engagement for a company. On the other
side, Ebrahim (2020) argued that due to lack of resources, most of the company do not use this
marketing tool, as it requires maintenance for a Twitter. Further, under this tool, customers could
complain publically about any product which in turn affected the entire business brand image.
Hence, it can be reflected that with the change in an overall perception of the people, company’s
sales affected and this in turn causes negative impact over the business.

Apart from this, Missinglttr is another social media promotion tool which is used by the
companies in order to attract the customers easily. In recent era, social media promotion plays a
vital to success in an online world and that is why, the tool also assist to automate the process of
creating social content within a blog so that customer can realise about new products and offers.
Although, there are many templates available in a market where marketers can set up the content
and then get an approval in order to attract the customers. Iankova and et.al., (2019) explained in
their study that such tool will help to improve marketing performance and increase the traffic
within a website. That is why, it can be stated that by implementing effective tools within a
company might assist the business to improve the performance. Arora and Sanni (2019) argued
that its analytics data which is not as highly powerful as compared to the competition and there is
no live chat offered for the customers which does not entails about the satisfaction of customers.
Whereas, the tool makes use of natural language processing that assist to create effective
outcome and increases customer’s attention.
Moreover, YouTube is another marketing tool which help to improve the business
performance and it provide video hosting and watching website that help to engage customers for
a longer term. Seo and Park (2018) shared their views that it is a free social media video where
company can share platform and also allow individual as well as business to upload as well as
share their videos with a world. This is highly used by the company because it is easy to access
and can be downloaded free as well. Yadav and Rahman (2018) critically evaluated that
YouTube has a lack of control over the content within an advertisement appear with and this
affect the results in negative manner. That is why, due to lack of targeting strategy, most of the
businesses do not uses this method which affect the entire business in negative manner. Whereas,
if any advertisement post in this tool, then visitors come to this channel and they can have access
over video content and then get back to website. That is why, it can be stated that with the help
of effective social media marketing tools, company can easily increases the overall performance
and attract range of customers towards it.
Apart from this, Instagram is another SMM in which marketers can post the video or new
discount strategy. This is mostly used by the youngsters so it is a good opportunity for the
company to post about new products and offers in order to grab attention of many customers.
However, it is free to access by anybody and that is why, most of the users visited the place in

order to create a better outcome. That is why, it can be stated that there are many ways through
which company attract people and let them know about new offer by posting into the social
media marketing tools. Hence, it has been critically analysed that without having expertise and
use of low video quality might affect the results in negative manner.
Theme 3: influence of SMM on Morrison’s customer satisfaction level.
As per the view of Sun and Wang (2019) SMM is considered the best tool for engaging
customer because it has a power to influence the people and attract them towards it. Also,
interaction with other communities has a direct impact over the buying behaviour of consumer.
Therefore, it can be stated that with the help of social media marketing channels, customer
retention can be enhanced. Also, customers are willingly interacting with companies by social
media channels, only if they believe towards it. Along with this, consumers are likely to buy
when they get any recommendation from a person they trust. Such that they prefer celebrities and
popular people inspire their audience which affect their buying behaviour. Drummond, O'Toole
and McGrath (2020) contradicted that there are many factors which affect the customer
engagement and that is why, it causes adverse impact over the business performance as well.
This includes richness. Under this, the media type of a post that corresponds to sharing an action
undertake by the page administrator. Thus, it reflects to the extent through which brand post and
its impact over the business. Hence, a high degree of vividness always engage customers towards
it because they have a power to influence the customers and attract the same. The same has been
observed by different social media tools where business can attract the range of customers and
increases the performance as well.
Wibowo and et.al., (2021) explained in their study that SMM offer possibilities to
develop trust, goodwill and commitment between company and customers. So, a proper
interaction between the company has developed by using effective marketing tools and it leads to
satisfaction level as well. Evans, Bratton and McKee (2021) argued the statement that it does not
contribute to increase the long term customers because they are influenced by a direct sales only.
Moreover, previous research also stated that if an organisation consistently show commitment
through the brands then it can easily engage customers for a longer term. Further, it can be
reflected that client commitment generates through an organisational performance which include
increases sales, competitive advantages. The statistics shows that around 80% of the total people

engage with social media website in order to collect reliable information related to product and
services and this shows the trust and faith gained by SMM.
The report presented by Deloitte shows that consumer who are influenced by social
media are 4 times more likely to spend more on purchase and this can be high when they made a
purchase on a same day. This in turn reflected that this increases the satisfaction level among
people and raise the sales as well. Dolega, Rowe and Branagan (2021) also supported the same
and stated that if company uses SMM, then it has emerged due to tendency of people which in
turn duplicate the behaviour of people So, the power of social media has considered as a key
integral part where buyers and sellers can easily improve the sales. However, if the experts do
not properly operate its operation then it creates a negative impact over the business. Along with
this, different offers and discount are also posted into the social media pages which in turn
causes positive impact over the business and also attract range of people towards it. Therefore, it
can be stated that the buying behaviour of customer keep changes when they saw any new offers
so that best outcome can be generated. That is why, it can be stated that with the help of social
media marketing, company can easily improve the brand image of a company and generate a
brand image of a company as well.
Theme 4: challenges faced by marketers while using SMM into the business area
SMM is considered one of the most common marketing style which are mainly used by
the top companies in order to attract the range of people. Further, while implementing different
marketing strategies, marketers faces different issues which include defining the marketing
goals. Cheung and et.al., (2021) investigated in their study that most of the marketers faces
difficulty to create social marketing strategies which might align with business goals. Therefore,
to remain unclear with regard to their business goals, marketers faces issue with the same and
affected the negative outcome as well. Apart from this, it has been evaluated by Salam, Imtiaz
and Burhan (2021) that identify the right platform for marketing is considered another key
challenge that effect the entire business performance. Therefore, this seems to be disconnect
between customers and marketers. Investing into social media marketing assist to create a better
outcome but there is a need to have proper maintenance which in turn causes impact and attract
range of customers as well. However, each platform have their own pros and cons so it is depend

upon the marketers to choose the right path so that it will provide effective outcome and attract
range of customers towards it.
The biggest challenge faced by the marketers is to identify or understand the target
audience because the choices of people keep changes and this in turn make marketers confuse to
choose the best method in order to attract people towards it. Zahay (2021) supported the same
and stated that most of the marketers create content first and then figure out the target audience
later which affect the entire business performance. However, a good content always helps to
attract people but the misconception of might lead to affect people and as a result, company is
not able to meet the need of audience. That is why, there must be a proper direction towards a
marketing style otherwise it leads to cause negative impact over the customer performance. In
fact, due to not having enough information about the target audience, then it might damage the
brand’s credibility so there is a need to have proper attention towards it so that company’s brand
image cannot be affected and generate a best outcome as well.
Posting and advertisement in a social media always attract customers but this is possible
when the financial performance is strong and that is why, it can be stated that having an
increasing ad cost might considered as a challenge. Due to stiff competition, most of the
company are scared of using this advertisement in a social media because it is harder to recover
an investment and make a profit from a paid advertisement. Nian and Sundararajan (2022) also
supported that paid advertisement are considered as an immense popularity because it increases
the chances of customer engagement. However, with so much advertisement, marketers faces
issue to reach the target goals. That is why, it can be stated that due to change in a market
position, company must have to change the social media marketing platform which in turn
causes positive impact over the business performance. In addition to this, it can be stated that
with too much content and not having enough substance causes negative impact over the
business and that is why, the marketers faces many issues and affect the business performance as
well.
Wijayaa and et.al., (2021) explained in their study that due to creating high quality
visuals might considered as challenge for the company because they do not provide any quality
visual contents which do not help to attract the customers. That is why, it has been identified that
offering high quality of visual ads will assist to generate a better outcome and create an original

images which in turn causes positive impact. But this type of challenge is faced by the marketers
which affect the performance of a company. Wibowo and et.al., (2021) argued that each
organisation have their own social media marketing teams who have a strong control over the
business performance. But sometime, due to not having enough knowledge pertaining to this
issue might cause adverse impact so a team must contain strong candidate who support the
business and with their expertise, they can easily improve the brand image of a firm as well.
Conclusion
By summing up above section, it has been concluded that social media is a broad concept
in which different marketers can attract range of customers towards it. Further, it has been also
analysed that there are different tools used by the company in which variety of customers
attracted. Such that YouTube, Facebook and Twitter where marketers can post different
advertisement and this help to generate a better outcome. Apart from this, there is a positive
impact identified upon the customer satisfaction level when business uses effective social media
marketing tools. In addition to this, there are different challenges faced by the company’s
marketers while implementing best SMM which include lack of knowledge of target audience,
high advertisement cost and identify the right platform. That is why, it can be stated that with the
help of effective SMM strategy, company can generate a better outcome and improve sales as
well.

CHAPTER 3: RESEARCH METHDOLOGY
Introduction
Research methodology is specific procedures or technique which is used to determine and
select the data with regard to a topic. This is considered one of the most important chapter which
helps to determine methods which are suitable for the current study. In the current dissertation,
methodology section allows the reader to evaluate the study’s overall validity and reliability in
critical manner (Pandey and Pandey, 2021). In this, research onion used where different elements
described which in turn assist to create a better outcome and attain the defined aim as well.
Research type
There are two main types of research which can be used by the scholar as per their aim
and objectives which include qualitative and quantitative. Under, qualitative study, scholar
derive the meaning from own surrounding and does not rely upon facts. With the help of this
type, investigator can determine a good understanding pertaining to research topic (Nayak and
Singh, 2021). Whereas, quantitative research is related to facts and figure where scholar can
determine authentic results.

For the present study, qualitative research type has been adopted by the scholar in which
different theories pertaining to social media used that assist to answer the research questions. In
addition to this, it can be stated that with the help of chosen strategy, investigator can develop a
deep understanding pertaining to different methods used for social media marketing. This in turn
help to generate an in-depth knowledge related to social media and its impact over customer
satisfaction level.
Research approach
It is a plan as well as procedure of entire steps that lead to create a valid results by
comprising all the key stages i.e. data collection to analysis and interpretation. It is also
distinguished in two different types which include deductive and inductive (Turnbull, Chugh and
Luck, 2021). Under deductive research approach, scholar associated with a scientific
investigation and test the hypothesis in order to evaluate the results so that effective outcome can
be generated. Whereas, in inductive research approach, scholar starts with an observation and
uses theories in order to reach to an end process of a result. This is complied with different
theories and uses the same in order to interpret the results in an effective manner.
From these two approaches, scholar uses only inductive research approach because it
complied with qualitative data and conclude the results by using general theories that assist to
meet the defined aim of a study. As per the defined topic, i.e. to determine the impact of social
media is also related to theoretical aspect and that is why, it help to generate a better outcome
when scholar complied with the same. In addition to this, it can be stated that with the help of
chosen approach, scholar conduct the study in more appropriate manner by answering research
questions.
Research philosophy
Philosophy is a notion about a way through which the data can be gathered, analysed and
used. With the help of this type, scholar can determine the purpose of a conducting research and
design the methodology to analyse the defined information. It can be distinguished in two
different forms and scholar uses the same as per the topic. Under Interpretivism, the researcher
can interpret the observation in their own way and this in turn help to under the ways through
which people experience regard to a topic (McCosker and Gerrard, 2021). Another type is,
Positivism which is entirely focuses upon the explanation and prediction. In this, hypothesis

proved which entails whether there is any dependency upon the variables. This is relied upon
quantitative data and that is why, test need to be performed.
From these, scholar adopted only interprteivism research philosophy in which scholar
interpret the key findings by their own observation, also due to small sample size this is
beneficial for the present study as compare to Positivism. In this, scholar can easily evaluate the
qualitative data in an effective manner so that social media and its impact over customer
satisfaction can be determined. Through this, researcher can conduct the entire study in better
manner and able to derive better results as compared to using deductive approach.
Data collection
It is a method or a process through which information can be collected and analyse the
same in order to get deeper insight by using standard validated techniques. This help to meet the
defined aim and also evaluate the sources which help to raise knowledge related to social media.
Further, there are two ways through which data can be collected for the present study i.e. primary
and secondary (Thomas, 2021). Under primary data collection method, survey method has been
used through the means of questionnaire where different questions related to social media has
used that helps to determine whether the aim and objectives met or not. This helps to derive a
fresh information whereas secondary method assists to enhance the knowledge by evaluating
pervious conducted research. Also, scholar use source of data collection under secondary data
collection in which different books, Journal articles and online website that helps to collect
information regard to social media so that brief thesis can be developed. Hence, it can be stated
that both data collection methods aid to meet the defined aim and answer research questions as
well.
Sampling
It is a process through which scholar can select some individual from a large population.
This help to determine the answer in an effective manner and there are different ways through
which scholar can select the sample from a population which include probabilistic and non-
probabilistic (Chiblow, 2021). Under probabilistic, the selection of sample from a population is
based upon random method or choice of a researcher whereas in non-probabilistic, specific
judgement criteria set up in order to determine the answer of a research question.

From both, scholar uses only simple random sampling method under probabilistic
methodology in which 30 regular customers of Morrison has been selected from the range of
population. This in turn assist to create a better outcome and scholar also determine their views
pertaining to the impact of social media upon customer satisfaction. Hence, it has been analysed
that with the help of chosen sampling method, investigator can easily ascertain their views and
identify ways through which company can improve the brand image within market.
Data analysis
Data analysis is the process of inspecting and cleansing the data so that useful
information can be derived and this in turn help to make decision. Similarly, for the present study
data analysis method is used which in turn assist to extract the data so that effective outcome can
be presented (McCollum and et.al., 2021). There are two different ways through which data can
be analysed which include SPSS which help to analyse only quantitative data and this in turn
assist to attain accurate results. Another method is thematic, in which different themes will be
developed which in turn assist to create a better outcome and present the findings in better
manner as well.
From these, scholar adopted only thematic data analysis method where themes will be
derived on the basis of research questions. Along with this, different graphs and charts presented
that help to present the entire research in an effective manner. Also, the researcher derive the
findings in such a manner which in turn causes positive impact and answer the research
objectives as well.
Ethical consideration
It is necessary for the scholar to comply with ethical consideration which in turn assist to
conduct study in ethical manner. In this, scholar has to maintain confidentiality so that the
personal information of all participants can be protected. There should not be any
miscommunication between the scholar and respondents because it might affect the results in
negative manner. Also, ethical form and consent form needs to be signed which entails that all
the participants are agreed to took part in the research (Mohajan, 2018). Further, at the end of a
report, reference list has added which entails that the entire work is produced by own without
copying from any other sites. In addition to this, Data protection act need to be complied so that

the researcher provides best outcome. Apart from this, there should be no harm caused by
scholar to the selected participants so that they will help to create better outcome.
Research limitation
For the present research, there are three main limitations that might affect the results and
this include time, money and unavailability of sources. Such that due to less time and money,
scholar uses qualitative study which help to derive best outcome and complete the entire research
in a limited timeframe. Otherwise, quantitative study might affect the result in to negative
manner because the results takes time to derived. On the other side, there are many websites
which are access denied and that is why, scholar took time in order to create better outcome
(Zangirolami-Raimundo, Echeimberg and Leone, 2018). Thus, to minimise the same, it is
necessary to use key words that help to improve the issue and create a better outcome as well.
That is why, it can be stated that by minimising the negative impact of limitations, researcher
generated a better outcome.
Research validity and reliability
This is considered one of the most important key element because it helps to conduct the
research in an appropriate manner. For validity aspect, scholar uses those articles which were
published after 2017 so that recent data can be collected and this in turn causes positive impact
over the results (Ngozwana, 2018). Whereas, for reliability aspect, scholar uses only copyright
protected article because it provide valid results as compared to other and this in turn causes
better results by accomplish the aim and objectives.
Summary
Through the above section, it has been summarised that research methodology section
assist to create a better outcome because it helps to select the best sources which in turn
accomplish the set objectives. Also, by using qualitative research methodology, scholar can
derive the theoretical aspect of the social media and answer the research questions as well.
Further, it can be concluded that both primary and secondary data collection methods also assist
to generate a better outcome and improve the results in better manner.

CHAPTER 4: DATA ANALYSIS AND FINDINGS
Morrison's Company use the social media marketing practice
Q.1) Do Morrison Company usage the social media marketing practice in organisation?
Yes 25
No 5
Interpretation:
Social media marketing practice is a new age of marketing practice that allow the organization to
take on the competitive advantages. 25 out of 30 respondents do believe that the company usage
the social media marketing as a part of its marketing operations performed by the venture. The 5
respondents do agree that company is not involved in delivering its marketing practice with the
use of social media marketing technique. As per the views stated by the majority of respondents
it can indicate or demonstrate that the company do use the practice of social media marketing as
a part of its core marketing activities performed by the organization. The views stated by the
majority of respondents are clearly in favour to the organization to utilise and support the
technique of social media marketing that fundamentally empowered to the organisation for
Yes No
0
5
10
15
20
25
30
25
5
Column B

taking out the competitive vanadate in the business. This technique is trendy and all companies
are into the use of this practice as a part of the marketing operations perform by the organization.
Morrison Company follow the technique like focus more on video content, messaging and
also to measure and analysis the results
Q.2) What technique related to social media marketing Morrison Company follow?
Focus more on video content 8
Focus on messaging 6
Measure and analysis the results 6
All the above 10
Interpretation:
Social media marketing caprice is formerly associated with the various techniques that support
and favour to the organization to approach this whole marketing practice in the most dynamic
manner. 6 respondents do believe the use of measuring and analysing the results as a cor
technique Morrison Company follow in order to execute the social media marketing related
campaigning in the business. 6 respondents on the other side focus more open messaging. This
Focus more on video content
Focus on messaging
Measure and analysis the results
All the above
0 1 2 3 4 5 6 7 8 9 10
8
6
6
10
Column B

involves messaging the content that can demonstrate to the brand identity of the company. This
is like to spread the message that can disclose about the brand identity in the market. The 8
respondents state that company is focusing more on making video content as a part of the social
media marketing activities performed by the organization. Video content allow and motivate to
the organization to strategically offer the competitive advantage to the business in respective
target market. The remaining respondents do agree that company utilizes techniques like making
video content, messaging and in the end analysis the results. All these techniques are formerly
used by the Morrison Company in order to grab the competitive advantage and take a significant
advantage of the social media marketing practice in the business. All these approaches undertake
by the company favour and allow to the organization to effectively utilise this practice of
marketing in order to maximise and boost the overall growth rate of the company.
Social media marketing favour the organization to maximize and boost the sales of the
company.
Q.3) Do you agree that social media marketing favour to the company to improve the sales?
Strongly agree 15
Agree 7
Neutral 2
Disagree 3
Strongly disagree 3

Interpretation:
One of the core objective behind Ilsington the technique of the social media marketing is such
that it favour and contribute in the growth and success of the business. 15 respondents strongly
agree on the fact that the social media marketing practice adopted by the company empower to
the organization to enhance and boost the existing sales of the company. There are 7 respondents
agreed to the fact that this entire practice or technique adopted by the company allow the
organization support the sales and increasing its existing sales of the company in the respective
target market. There are 3 respondents who completely disagree to the given thought and the 3 of
them are strongly disagreed to this opinion of increasing the sales with the use of social media
marketing practice in the business. There are 2 respondents carrying the neutral opinion on the
respective topic of boosting up the sales of company with the use of the social media marketing
practice. As per the views demonstrated by the majority of respondents it can clearly disclose
that the social media marketing is one of the major practice companies follow in the current time.
This entire practice holding one of the major objectify is to support the organization in boosting
up the sales of the company. The role of the social media marketing is such that it allow the
company to effectively boost and improve the sales of the company in respective target market
associated by the organization. This whole practice effectively allowing to the company to
improve the sales turnover of the venture.
Morrison Company is active on Facebook, Instagram and Snap chat when it comes to
social media marketing
Strongly agree Agree Neutral Disagree Strongly disagree
0
2
4
6
8
10
12
14
16 15
7
2 3 3
Column B

Q.4) What platforms company is active when it comes to social media marketing?
Facebook 6
Instagram 8
Snap Chat 5
All the above 11
Interpretation:
Social media marketing is all about using different social media platforms in order to execute
and conduct the marketing practices in the business. 5 respondents do favour to the use of Snap
Chat in order to execute and conduct the marketing activities of the business. 8 favour the use of
the Instagram as a part of the marketing function in business. The 6 respondents do agree to the
use of the Facebook by the company in order to go across the social media marketing campaign
launch by the organization. The remaining number of responder do favour all the various
platforms such as Facebook, Instagram and Snap Chat. The views stated by the majority of
respondents clearly indicate and demonstrate the fact that Morrison Company use all the various
Facebook
Instagram
Snap Chat
All the above
0 2 4 6 8 10 12
6
8
5
11
Column B

platforms like Facebook, Instagram and Snap Chat in order to conduct and execute the marketing
practice of the business. All these platforms will be prominent for the organization when it
comes to deliver the marketing activity of the business. Social media m marketing involve using
all these platforms so that company can launch its marketing activities in order to engage with
the target customers. Customers clearly stated that they have gone across the marketing activit8y
of the company only on such platforms where they mostly active. Not every customer use all the
platforms rather majority of the customers stay active on selected pplatforms. Morrison
Company hold the big budget which allow the organization to target customers by using all the
various social media platforms when it comes to deliver the social media marketing campaign of
the business.
Customers get affected to buy the products of Morrison Company due to the marketing
campaign launch by the organization
Q.5) Do you get affected with the marketing offers company offer while making a buying
decision?
Yes 25
No 5
Interpretation:
Yes No
0
5
10
15
20
25
30
25
5
Column B

Marketing of the organization aim the objective to increases the sales of the company. This entire
practice is executed in such a manner that the sales capacity of the organization is increases in
the market even if into major changes are entertained in the business environment. 25 out of the
30 respondents got affected from the marketing campaign of the Morrison Company when it
comes to make a buying decision in business. There are 5 respondents also state that they did not
get affected due to the marketing campaign launch by the company when it comes to making a
buying decision in business. ON the basis of the opinions quoted by the majority of respondents
it can clearly state that the customer in the market get influenced from the company when the
organization launches its marketing campaign. Social media marketing allow different features to
the organization that allow the company to not only launch the whole campaign but also to
monitor it and take a better control over the campaign. Customers can get easily influenced in the
buying decision make by the respective stakeholders every time company try to launch its new
marketing campaign. Company also offer different discount and such related strategies that also
create a huge impact in influencing to the buying decision-making of potential customer in the
market.
Improved sales, brand value and competitive advantages are the core advantages of social
media marketing
Q.6) What according to you is the key advantage Morrison Company get against to the use of
social media marketing?
It improved the sales 6
It improved the brand value 7
It provided a competitive advantage 8
All the above 9

Interpretation:
Social media marketing offer various advantages to the organization. 6 respondents mentioned
that the increased value of sales is among the key advantages associated with the social media
marketing practice followed by the organization. Improving the sales turnover of the
organization is stating as a major advantage owned by the company when it comes to deliver the
social media marketing campaign in the business. 7 respondents favoured improvement in the
brand value of the company as a part of the social media marketing practice followed by the
organisation. Branding is also considered as a prior strategic choice as a part of the social media
marketing activity performed by the organization. 8 of the respondents supported a competitive
advantage by the organization. These respondents do believe that the organization try to take on
the competitive advantages by launching various social media marketing campaign in the
business. On the basis to the opinions mentioned by the majority of respondents it can state that
improving sales, brand value and taking out the competitive advantages are the core advantages
of launching the social media marketing campaign of the organization. All these are the
significant level of advantages entertained by the company every time it wishes to launch its
social media marketing campaign in the respective target market.
6
7
8
9
It improved the sales
It improved the brand value
It provided a competitive
advantage
All the above

Challenges of social media marketing is increased cost burden, facilitation to new venture
to enjoy competitive advantage and risk of data security
Q.7) What are the challenges company encountered as a part of the social media marketing
practice followed?
It created a cost burden 6
It facilitates new venture to company and enjoy
the marketing advantage
7
It created a risk of data security 8
All the above 9
Interpretation:
Social media marketing also offer various challenges which require overcoming by the
organization in order to approach the basic objectives set behind marketing campaign performed
by the organization. 8 respondents mentioned that due to the social media marketing data
security become a risk in the business. 7 favour that this whole social media marketing practice
will facilitate the new venture to enjoy the marketing advantages in the business. The 6
respondents mentioned that this entire social media marketing campaign offer the cost burden in
the business. As per the views favoured by the respondents it can state that all these are the key
It created a cost burden
It facilitate new venture to company and enjoy the marketing advantage
It created a risk of data security
All the above
0 1 2 3 4 5 6 7 8 9 10
6
7
8
9
Column B

challenges related to the social media marketing practice performed by the organization.
Majority of respondents has clearly mentioned the fact that all these are the core and key
challenge associated with the practice of social media marketing in the business.
Online presence favour the company to attract new potential customers
Q.8) Do you agree that online presence favour to the company to attract new potential
customers?
Strongly agree 15
Agree 7
Neutral 2
Disagree 3
Strongly disagree 3
Interpretation:
Strongly agree Agree Neutral Disagree Strongly disagree
0
2
4
6
8
10
12
14
16 15
7
2
3 3
Column B

15 respondents strongly agree that online presence of brand put a great impact over cherishing
and improving to the brand value of the organization. 7 of them agree to this respective
perception of online presence. 3 respondents disagree and the same number of people strongly
disagree to this given situation. There are 2 respondents having a neutral opinion in this. On the
basis to the views presented by the majority of respondents it can state that online presence of the
organization put a very positive impact on the brand value created in respective target market.
Company target both new as well old customers through social media marketing
Q.9) What according to you is the most targeted audience for the company through social media
marketing?
New customers 8
Existing customers 9
Both 13
Interpretation:
8
9
13
New customers
Existing customers
Both

9 respondents state the fact that the organization target to existing customers with the use of
social media marketing. The organization also use the new customer with the use of social media
marketing. The remaining and the majority of customers believe company try to approach to
both new as well old customers with the use of social media marketing practice.

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
Summary
By summing up above report, it has been concluded that social media plays an important
role in the company because it assist to increase the level of customer’s satisfaction and increase
the range of customer base as well. Through the secondary sources, it has been identified that the
concept of SMM is not new but it becomes popular after 2000 and that is why most of the top
brands uses such form of marketing that helps to increase the brand image. There are different
platforms used by the companies in order to let people know about the new products so that
effective outcome can be generated. The study also evaluated different theories in the section
that assist to examine how the information is exchange between people and company so that they
derive the results accordingly. Further, the study also concluded about different tools that are
used by companies in order to raise the customer satisfaction such that Facebook that helps to
engage customers for the longer term because around 95% of the total population uses this
platform in order to keep attract the large customer base. Moreover, Twitter is another tool that
can be used by the firm in order to keep track the performance and understand the views of
people towards it.
Further, there is a direct relationship identified between the customer views and SMM so
that company can determine the actual performance of a business. Further, customers are
willingly interacting with the company in order to know what are the new things that can be
added in the business. This in turn shows that the company are mainly focus upon different
SMM in order to convey the messages in effective manner. Through the secondary study, it has
been concluded that majority of the companies are focusing upon different marketing tools in
order to improve the business performance and make them able to sustain the brand image at
global level.
Further, through the research methodological section, it has been concluded that with the
help of qualitative research method, scholar is able to determine the theories and concepts of
SMM within a business. Along with this, it also determines how different methods or platforms
used by the company in order to influence customers so that effective outcome can be generated.
Moreover, by using both primary and secondary data collection methods, scholar concluded the
results and also ascertain different views of the selected respondents so that effective outcome

can be generated effectually. Thus, the present section has help to determine how SMM causes
positive impact over the customer satisfaction and also sustain the brand image at global level
too. Hence, it can be stated that with the help of qualitative and primary data collection methods,
scholar determine how customers are influence from different platforms so that best outcome can
be generated in order to create a better outcome that assist to make effective steps by the
company.
Recommendations
Through the above analysis, it has been identified that there is a need to implement
different steps by Morrison to improve the marketing and raise customer base. It can make use of
tools like customer satisfaction score and it is known as 5 point scale for measuring the level
of customer. This metric has been used just after the interaction with customer and also with
company so that experience are fresh in their mind. This tool is simple to use and aims at under
standing the level of customer needs after using the product. Although company have an option
to select customer point from 0 to 100% but it can make things more complicated from the side
of the customer. For example: The customer says that I am satisfied with the purchase and it
was pretty helpful but the delivery of the product took a lot of time so maybe it can rate
company with75 %. Although the disadvantage of this tool is that it is not very much effective
as sometime it is not able to give accurate measure of the satisfaction (Otto, Szymanski, and
Varadarajan, 2020). Thus, it will not help in knowing what is wrong or right. However, in order
to know that targets audience is satisfied Morrison’s should make use of specific question like
how satisfied they are with purchase as well what are your experience while siting our store or
online website. Along with this, it is useful for Morrison’s as this tool can be used to get the
data of international customer such as question can be change into emoji scale or star rating.
Although this tool will helps in giving the insight of the customer and its experience with the
company as well as contributes in analysing the improvement area but it also has pros and
cons. Along with this, it is simple in nature to use so the organization do not have to spend time
or hire professional for using this tool (El-Adly, 2019). The rating scale is based on question that
give flexibility to use and what works best for the customer such as numeric rating scale as well
as emojis. It is the best way to collect data because it will contribute in gaining high response
because there is only few questions. However, there are some disadvantage is that there are
vast majorities of customer and it will not fill out the surveys and due to that likelihood results

are not accurate. Along with this, there is a potential for cultural biasses such customer from
Germany or US will choose extreme ratings more than those in Asian countries. Although
there will be unclarity in what a good or bad score because of wide-ranging benchmark data
across companies and industries. Moreover, it only reflects short term sentiment which do not
contribute in long run (Kurdi, Alshurideh and Alnaser, 2020). The CSAT maximum impact is to
analyse trends and to understand the customer expectation as well as to identify both happy and
unhappy customers. Morrison's need to analyse pinpoint factors that influence CSAT it will
contribute in planing and informing priorities that not only will contact cent but also product
development and strategies for marketing.
It is to be suggested to Morrison's that social media can be used to answer the question and
solve the problem that help in improving the customer relations. It makes use of the live
features of Facebook and Instagram or conduct survey through these tools. The organization
need to reply to the customer quickly in order to maintain good relation with them. Although
the company can post the relevant question and there answer on their post that will contribute
in making things available to read. Although it needs to set the digital team that all there site so
that issues of customer is responded fast. Most of the customer prefer using twitter in order to
receive immediate support. However, any positive comment on page of company can help in
increasing the brand name in the completive market and allow to increase the sales. Along with
this, any negative comment on social site of the company will decrease the market value and
due to that it can lose potential customer (de Souza and et.al., 2020). In addition to this, the
social media will help in keeping the consumer informed about their problems or promotions
that will contribute in attracting large customer. Moreover, in order to keep customer satisfied
social media allowed in collecting data related to new market trend as well as the choice of the
customer. That result in making the product according to their taste and preferences.
Along with this, social media can be used to get feedback from the customer related to services
and product in order to understand their purchasing experience. The feedback from customer
will help in knowing the loop hole in marketing areas as well as in finding the innovative
solution for the things. Thus, it also helps in keeping the audience feels heard as well as to
know what exactly content need to be deliver in order to keep them happy. Moreover,
company can give their customer discount offer on big festival or on their birthdays that will

help in keeping them satisfied. However, it need to be keep in mind that social media should
not only be used as channels for increasing the sales of company but rather it should also be
use as support where customer can get knowledge about the product and services of brand.
Along with this, the company can make use of multi channel helps as there could be some
small issues that consumer may have and theses channels will help in solving the issues.
Although the company can send videos and documents in order to resolve small issues by their
own as well as to reach out to support for complex issues (Shokouhyar, Shokoohyar and Safari,
2020). Thus, it will contribute in increasing the customer satisfaction as well as help them in
getting faster solution. Moreover, Morrison's can build committees to solve the issues as well as
to monitor all conversations to keep the company moving in right direction.

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Online

What Is Social Advertising & How Does It Impact My Sales? 2022. [Online]. Available through:
<lyfemarketing.com/blog/what-is-social-advertising/>.

APPENDIX
Questionnaire
Q.1) Do Morrison Company usage the social media marketing practice in organization?
 Yes
 No
Q.2) What technique related to social media marketing Morrison Company follow?
 Focus more on video content
 Focus on messaging
 Measure and analysis the results
 All the above
Q.3) Do you agree with the fact that social media marketing favour to the company to improve
the sales?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.4) What platforms company is active when it comes to social media marketing?
 Facebook
 Instagram
 Snap chat
 All the above
Q.5) Do you get affected with the marketing offers company offer while making a buying

decision?
 Yes
 No
Q.6) What according to you is the key advantage Morrison Company get against to the use of
social media marketing?
 It improved the sales
 It improved the brand value
 It provided a competitive advantage
 All the above
Q.7) What are the challenges company encountered as a part of the social media marketing
practice followed?
 It created a cost burden
 It facilitate new venture to company and enjoy the marketing advantage
 It created a risk of data security
 All the above
Q.8) Do you agree that online presence favour to the company to attract new potential
customers?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.9) What according to you is the most targeted audience for the company through social media
marketing?

 New customers
 Existing customers
 Both