Social Media Impact on Consumer Behavior

This assignment investigates the impact of social media on consumer behavior, focusing on its role in shaping brand awareness and influencing purchase decisions. It requires respondents to evaluate the usefulness of social media, its effectiveness for brand promotion, and the challenges associated with its use. The questionnaire also probes into consumer preferences for different types of media and their perceptions of social media marketing's cost-effectiveness.

DISSERTATION
Title: To assess the impact of search and social media marketing on brand image of
the business: A study on Dorothy Perkins UK.
Name: ____________
Student ID: ____________
Word count: 14882
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DECLARATION
I Hereby declare that thesis titled as To assess the impact of search and social media
marketing on brand image of the business: A study on Dorothy Perkins UK submitted by me is
on the basis of actual as well as original work carried out by me. The references of work done by
other person or material attained through other sources have been cited as well as references.
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ACKNOWLEDGEMENT
I would like to give my genuine thanks to my mentor who motivated me and guided my
through the dissertation. Due to his support in the overall study I am able to complete this
research more effectively. They raise my confidence level by answering about all my issues
faced by throughout the dissertation. Special thanks to all my family members as without their
support it would not have been a successful research.
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ABSTRACT
Social media marketing is regarded as the platform that assist in participation within the
social networking. Here the posts can be shared on several social media platforms in order to
enhance the visibility of the organization. It is regarded as the most powerful channel of
marketing that is a game changer for the organization. Search engine marketing is regarded as
the practice of marketing a business through use of paid advertisements that appears on the
search engine result pages. Advertisers makes bidding on the keywords which the users of
services that includes Goggle as well as Bing can enter when viewing for some products and
services that offers opportunity to the advertisers for ads to come alongside the outcomes for the
search queries.
There are several research methods that are being used in the present investigation. A
inductive approach have been used here for addressing the content of research as a vital mean of
heading towards generalization of new theory. The method of data collection in this research
have been referred to a secondary approach as well as primary. A qualitative method of data
analysis have been used in this research with different formation of themes. The technique of
sampling used is probability under which selection of respondents is done on random basis. In
the present research the sample size is 25 which includes customers of Dorothy Perkins.
It is concluded that social media marketing plays great role in advertising and
development of products at large scale. It impacts to create awareness of society and community
regarding clothing and branded cosmetics of Dorothy Perkins. Further various recommendation
are offered to the business in terms of offering detail information regarding the product so that
customer are able to build trust in the business.
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TABLE OF CONTENTS
CHAPTER -1 INTRODUCTION ...................................................................................................6
1.1 Background............................................................................................................................6
1.2 Rationale for the study ..........................................................................................................7
1.3 Research Aims and Objectives..............................................................................................8
1.4 Research questions.................................................................................................................8
1.5 Analysis and framework .......................................................................................................8
1.6 Significance of study.............................................................................................................9
1.7 Chapter structure....................................................................................................................9
CHAPTER- 2 LITERATURE REVIEW .....................................................................................11
2.1 Introduction..........................................................................................................................11
2.2 Concept of search engine and social media marketing........................................................11
2.3 Effective ways of promoting products in the modern era within fashion industry..............13
2.4 Effectiveness of social media marketing in enhancing business performance....................16
2.5 Key challenges faced by Dorothy Perkins while adopting social-media tools....................17
2.6 Factors affecting brand image of the business ....................................................................20
CHAPTER- 3 RESEARCH METHODOLOGY...........................................................................22
3.1 Introduction .........................................................................................................................22
3.2 Research philosophy............................................................................................................22
3.3 Research approach ..............................................................................................................23
3.4 Data collection.....................................................................................................................23
3.5 Sampling .............................................................................................................................24
3.6 Data analysis .......................................................................................................................24
3.7 Validity and reliability.........................................................................................................25
3.8 Ethical consideration............................................................................................................26
3.9 Research limitation .............................................................................................................27
CHAPTER -4 RESULTS AND DISCUSSION ...........................................................................28
4.1 Introduction..........................................................................................................................28
4.2 Qualitative analysis .............................................................................................................28
CHAPTER- 5 CONCLUSION AND RECOMMENDATION ....................................................40
5.1 Conclusion...........................................................................................................................40
5.2 Recommendations................................................................................................................42
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REFERENCES..............................................................................................................................45
Appendix........................................................................................................................................48
QUESTIONNAIRE ......................................................................................................................48
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CHAPTER -1 INTRODUCTION
1.1 Background
Business in present era as well age is dominated by the customers as well as their
demands. The individual have preference to view referrals, reviews over the Google search
results or website before making purchase of the product. The role of social media marketing is
gaining greater significance importance in managing the reputation of the firm online (Wollan,
Smith and Zhou, 2010). Social media marketing is effective in targeting wider base of customers
and expand the business. Social media marketing is regarded as the platform that assist in
participation within the social networking. Here the posts can be shared on several social media
platforms in order to enhance the visibility of the organization (Mangold and Faulds, 2009). At
present it is considered as the best source of attracting large mass in an effective manner. There
is greater effectiveness of social media marketing towards making direct interaction with the
customers. This leads to enhancing the brand image and loyalty of the customers to a greater
extend. Therefore, social media marketing is effective method that helps in promoting the
offerings of entity (Qualman, 2010). There are many sites that can be used by the organization
for promotion such as, Facebook, Pinterest, Twitter, Youtube, Google Plus, Instagram and
LinkedIn etc.
The significance of social media is undebatable. It is regarded as the most powerful
channel of marketing that is a game changer for the organization. It is effective in providing the
flexibility to make communication at personal as well as business levels. The owner of the firm
can bring improvements in the search rankings, leads, sales as well as traffic by the use of search
media. This is being utilized with the aim to reduce the expenses related with marketing. With
the assistance of this technique, company can highlight the new products and services introduced
by it and pull customers to purchase them. This aspect further makes use of functions like, search
engine optimization, pay per click, cost per click and paid search ads etc (Safko, 2010). The
search engine marketing is effective method of improving the visibility of brand page which
further assist in boosting the sales of its offerings. The search and social media marketing are
effective tools that enable a corporation in increasing the customer base.
In the present thesis the research topic has been discussed in context of Dorothy Perkins.
The company is a multinational women fashion retailers of UK. It is leading company founded in
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1909 and it is operating in fashion and clothing industry. Dorothy Perkins is part of Arcadia
group which is regulated by Sir Philip Green. The main objective of the organization is to assure
that its customer feels confident when purchasing the products of the brand. At present, the
corporation operates nearly 600 inspirational stores in UK and over 120 stores across the globe.
The main target of the brand is to provide fashion apparels for females aged 25-35. The entity
have largest online store that renders shipping service to over 110 nations and reflects 6000 lines
which are regularly updated and gains around 1.2 million buyers every week.
1.2 Rationale for the study
What is the research issue?
The main research issue in marketing of the product to large customer mass. The main
aim behind carrying out this study will be “To assess the impact of search and social media
marketing on the business of Dorothy Perkins”. This will help the researcher in identify the fact
that whether the use of search and social media marketing has positive or negative impact on
companies. Furthermore, this researcher will also help in getting aware of the key strategies
which can be used by businesses such as Dorothy Perkins in order to enhance its existing social
media marketing practices.
Why it is an issue?
This is an issue because of increasing awareness among the customers regarding the use
of technology and increasing number of competitors who are making use of such tool for
marketing (Kaplan and Haenlein, 2010). A such it has greater importance in targeting greater
market within minimum time as well as cost.
Why it is an issue now?
In the current era, the technology is rapidly changing along with the customer preference.
Due to this, it becomes important for the organization to implement those changes and assure
effective communication with customers using technical means (Zarrella, 2009). In this respect,
search and social media marketing is essential tool that can be used by the brand for gaining
more customers. By using creative and technically efficient methods, company can get an edge
over its rivals.
What could this research shed light on?
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The study shows that how search and social media marketing can be used to gain
competitive advantage in the market place. The present research would shed light on the
effective ways of promoting products in the modern era within fashion industry. Further it
involves the effectiveness of social media marketing in enhancing business performance.
1.3 Research Aims and Objectives
Aim: To assess the impact of search and social media marketing on brand image of the business:
A study on Dorothy Perkins UK.
Objectives:
 To identify the effective ways of promoting products in the modern era within fashion
industry.
 To assess the effectiveness of social media marketing in enhancing business performance.
 To determine the key challenges faced by Dorothy Perkins while adopting social-media
tools
1.4 Research questions
 What are the effective ways of promoting products in modern era within the fashion
industry?
 How social media marketing can be used by the entity in fashion industry to improve
their business performance?
 What are the key challenges faced by Dorothy Perkins while adopting social-media tools?
 What are the effective ways through which Dorothy Perkins can enhance its social media
practices?
1.5 Analysis and framework
This is basically to articulate the research proposal with its enforced analytical tools
where it has clearly aimed at an exploratory design of the research. By this type of study, it will
be easy to detect the impact of search and social media marketing on brand image of the
business. A inductive approach have been used here for addressing the content of research as a
vital mean of heading towards generalization of new theory. The method of data collection in
this research have been referred to a secondary approach as well as primary. A qualitative
method of data analysis have been used in this research with different formation of themes. The
technique of sampling used is probability under which selection of respondents is done on
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random basis. In the present research the sample size is 25 which includes customers of Dorothy
Perkins.
1.6 Significance of study
The present thesis has huge effectiveness in carrying out detail investigation in relation to
determination of impact of search and social media marketing on brand image of the business: A
study on Dorothy Perkins UK. In addition to such it acts as an aid in attainment of knowledge
with respect to using social media marketing. The present thesis has greater importance that is
being demonstrated in the manner as such:
 It assist academicians in conducting PH.D. The present research is providing effective
knowledge in relation to the impact of search and social media marketing on brand image
of the business.
 The present investigation is important for the firm that is making use of social media
marketing. Such organization can gain information in relation to the outcomes of social
media marketing.
 The present investigation will act as an aid for the investigator who is engaged in
carrying out the research in same field. This will assist in providing adequate amount of
information with respect to impact of search and social media marketing on brand image
of the business.
 The present study is significant for the thinkers in highlighting the innovative knowledge
in relation to the tools that are being implemented in the research.
1.7 Chapter structure
The present thesis is comprised of several chapters that has significant role with respect
to achievement of the research targets in an effective manner. The chapter that will be discussed
in the particular section have been stated as under: Chapter- 1 Introduction: In this section the framework relating with the subject matter in
the research is offered. The chapter starts with the overview of the topic in the research.
This will reflect the detail analysis of study and its association with the business. It
involves the aims as well as objectives of the research as per the questions under
investigation. At the end it is comprised of methods which can be utilized and importance
for the present research.
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 Chapter- 2 Literature Review: In this specific section the view points of the several
authors is demonstrated with respect to the impact of search and social media marketing
on brand image of the business. It is comprised of effective ways of promoting products
in the modern era within fashion industry. Further it involves effectiveness of social
media marketing in enhancing business performance and key challenges faced by
company such as Dorothy Perkins while adopting social-media tools. Chapter- 3 Research methodology: This specific section is comprised of several tools
which can be utilized by the researcher in conducting investigation. It is comprised of
justification in relation to particular tool. Chapter- 4 Data analysis: This section would employ primary data in gathering the
information with the assistance of tool that is questionnaire. Further the data collection as
well as analysis will be carried out by the means of research tools. Under this the data
collected is being analysis through statistical tools such as bar chart, pie chart etc. Along
with this the section includes detail analysis of the data collected. Such would acts as an
aid for the researcher in attainment of specific goal.
 Chapter- 5 Conclusion and recommendation: The section demonstrates the findings from
the work which is being achieved through in-depth analysis of data gathered. The chapter
includes suitable recommendation which helps the business in addressing the issues
which are related with the investigation.
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CHAPTER- 2 LITERATURE REVIEW
2.1 Introduction
The chapter of literature review is considered as one of most significant section of the
dissertation. The main aim for carrying out the specific chapter relates with developing
appropriate and reliable theoretical base on particular subject. The section involves wide range of
data which is related with varied aspects of the chosen topic through means of secondary
sources. In the present study researcher focuses on the inclusion as well as reflection of studies
or researches that are being conducted by various authors or investigators on same subject
matter. Considering the present topic in which researcher lay emphasis towards determination of
impact of search and social media marketing on brand image of the business. It is being
presented that literature review possess huge significance. In this researcher reflects the key
challenges faced by Dorothy Perkins while adopting social-media tools along with effective
ways of promoting products in modern era within the fashion industry.
2.2 Concept of search engine and social media marketing
Search engine marketing is regarded as one of the most effective way that assists in
growing the firm in the present competitive market place. As per the views of Tuten and
Solomon, (2014) it has been examined that the concept of search engine marketing is regarded as
form of internet marketing that is engaged in promotion of websites through enhancement of
visibility in the search engine results pages primarily by means of paid advertising. The aspect of
search engine marketing can includes search engine optimization that makes adjustments of
rewrite the content of website as well as site architecture in order to attain higher rank in search
engine. In accordance with the views of Hoffman and Fodor, (2010) it has been examined that
the search marketing is a method that can be adopted to acquire online presence and quality
traffic through paid and unpaid strategies on search engine portals like, Google etc. It is an
effective way of placing e-advertisement on web portals that reflect outcomes from the search
engine question. Search engine marketing is regarded as the practice of marketing a business
through use of paid advertisements that appears on the search engine result pages. Advertisers
makes bidding on the keywords which the users of services that includes Goggle as well as Bing
can enter when viewing for some products and services that offers opportunity to the advertisers
for ads to come alongside the outcomes for the search queries.
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Search engine marketing is a concept that includes the marketing of websites by
enhancing their visibility in search engine results pages mainly through paid advertising. It is
significant method which uses technique like search engine optimization which modify the
content of brand page and site architecture to attain a greater ranking in search engine results
pages to increase the listings of pay per click. However, there is significant difference in search
engine optimization and marketing. The search engine marketing is method that enables the
company to earn traffic through non paid listings. On the other hand, search engine marketing is
a way of purchasing traffic through paid search list. Search engine marketing possess greatest
strength in terms that it is offering advertisers to put their ads in front of the customers who are
motivated that this the one who are ready to make purchase at precise moment. None of the other
medium of advertising can perform such function. Thus because of such search engine marketing
is considered effective and powerful means of growing business. The role of internet marketing
method is effective emphasizing on purchase ads that appears on the result pages of search
engines that includes google. It has been assessed that higher the fees offered by one towards
paying for ad implies greater amount of time the ad would appear on the page which depends on
the level of competition which appears over that particular page. Depending on the agreement
one can make payment of given fee for every click that is received to their ad.
Social media marketing is quickly becoming one of the most significant part of the
marketing strategy. The businesses across the globe are making discovery of the manner in
which social media can contribute to the success as well as growth within the areas of their
organization. Social media offers firm to field comments, questions as well as concerns of the
customers instantaneously. With this the customers can effectively interact by the means of email
as well as phone. Social media is considered as the larger part of any content marketing plan.
Earlier the marketers face challenges in reaching their audience with their content in the shortest
duration of time. In the present era with the assistance of social media, organization can spread
the word with click of button. Social media accounts for huge portion of referral traffic over web
that implies that one can ensure content aligns to the brand as well as interests of the audience. In
accordance with the views of Stelzner, (2012) the social media marketing is the method of
making the consumers aware about the company through social networking portals. With the
intense use of digital technology and communication, the buying and selling scenario has
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modified to a great extent. Also, the efficiency of internet to reach billions of individuals around
the world has provided online word of mouth a dominant voice and distant reach. The social
media marketing mainly concentrate on the efforts to develop content that grabs the attention of
maximum audience and stimulate them to purchase the product and services of the company.
social media marketing is using the social media platforms and portals to market the offerings of
the brand. In the words of De Vries, Gensler and Leeflang, (2012) social media and search
engine marketing are effective means that can be used to boost traffic on the web page by
enhancing brand recognition and communication with the prospective customers. They are
defined as methods that emphasize on the distribution and development of the related content
with the objective of increasing footfalls on the brand page. It is kind of content marketing that
help in generating maximum leads. In accordance with the views of Evans, (2012) there are
numerous advantages of social media marketing as it helps in increasing recognition of brand
which further assist in boosting the sales.
Michaelidou, Siamagka and Christodoulides, (2011) states that search engine marketing
is an important method that aid in generating quality inbound links. It further incorporates that
search engine marketing is broad term which uses methods like, search engine optimization, pay
per click ads, social media marketing, mobile marketing etc. By improving the brand page
visibility, the organization can focus on increasing the conversion rate which means changing the
potential customers into the actual one. On the contrary, Hoffman and Fodor, (2010) has defined
that social media marketing is a kind of online marketing that employs different social media
networks so as to attain the marketing communication objectives along with branding goals. The
social media marketing is a concept that focuses on activities including sharing of information or
videos of products and services on the social media mainly for attaining the marketing goals.
Therefore, the main benefit of social media marketing is to develop a positive brand image so
that maximum customers can be pulled in. The content marketing is an innovative method that
enables customer engagement and help the business to understand their needs and preferences in
a better manner.
2.3 Effective ways of promoting products in the modern era within fashion industry
After the designing and manufacturing of the clothes another stage relating with selling it
in the market. But there is greater significance in determining the suitable means to get clothes
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from manufacturer to the customers. Fashion marketing is regarded as the procedure of
managing the flow of merchandise from the initial selection design that can be produced for
presenting the products to the retail customers with the aim to increase the sales as well as
profitability of the organization. Successful marketing in the fashion industry largely depends on
the gaining insight to the desires of the customers and responding with the suitable products.
Marketers make use of sales tracking data, attention to media coverage, focus group as well as
other means of determining the preferences of customers to offer feedback to designers as well
as manufacturers regarding the type as well as quantity of the goods which are needed to be
manufactured. In accordance with the views of Mangold and Faulds, (2009) by the early of 21 st
century internet has become increasingly essential retail outlet which is making creation of new
challenges. Marketing is more than just an advertising campaign. It is regarded as essential factor
that result in increasing the revenue of the organisation to a greater extent. It is important to gain
insight to the varied manner of making promotion of products and services that can assist in
making right choice for the organization.
In the present era effective promotion of the product can be done by the means of gift that
can be offered to the customers. This acts as an aid in attracting the target market to a greater
extent. Further it has significance in creating awareness among the market to a significant level.
Another major factor that assist in promotion of the product is email marketing. This is regarded
as second most effective means of promoting the product. It is considered as the cost effective
way that can assist in bringing enhancement in the sales of the product to a greater extent. In
accordance with the views of Saravanakumar and SuganthaLakshmi, (2012) in the present era
there is increase in diverse shopping options for the retail customers. Along with this it has been
assessed that there is intense price competition among the retailers, merchandising is regarded as
one of the cornerstones in the present fashion industry. There is presence of billions of people
over Facebook. It is considered as an advertising platform that offers the targeted option with
paid ads. Through the means of Facebook the company can advertise the product and this can be
viewed by the website visitors. Media is considered as the important part of marketing that acts
as a boon for the fashion industry. Another type of marketing tool that can be used for promotion
is regarded as referral marketing. It is considered as word of mouth marketing. It is considered as
one of the oldest method of marketing. It is about getting the other people talk about the product
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in a manner that it result in increasing the awareness as well as sales of the product in an
effective manner. In the present era the web is being used towards driving more referral
marketing. Blogging is another factor that assist in promoting the product in an effective manner.
It is an effective way that is driving traffic as well as making promotion of life style across the
product. Another way of making promotion of product can be running a contest. Contests are
considered as an easy as well as affordable manner in getting the brand before greater number of
individual. As per the views of De Vries, Gensler and Leeflang, (2012) this has greater
importance in getting right kind of people in front as well as potential customers as well. Such is
significant in making people gain deeper knowledge about the brand.
The concept of promotion has emerged as a reason of creating awareness of the product
or brand, generating sales and creation of the brand loyalty in the market. It is considered as one
of the four basic elements of the market mix that is comprised of four P's. This includes price,
product, place as well as promotion. There is presence of different manner that can assist in
promotion of a product. This involves promotion within physical environment. Promoters can
making use of newspaper, special events, endorsements so as to promote the product. Promotions
can take place at physical events that is comprised of concerts, festivals, trade shows as well as
within the fields. The purchase of the product can be incentive with discounts, free items or
contests. This is considered as suitable means that can be used in increasing the sales of the
product. The interaction among the brand as well as customers are being performed by the
promotional model who demonstrate the product in physical environment. Building of a
community by means of promotion of goods and services can result in creation of brand loyalty.
Another kind is traditional media. It involves the print media that is comprised of newspaper as
well as magazines, electronic media like radio and television in order increase promotion of the
product. In accordance with the views of Michaelidou, Siamagka and Christodoulides, (2011)
each of such platforms offers the direction for the brands to reach the consumer by the means of
advertisements. Digital media that is comprised of internet, social networking as well as social
media sites are considered as the modern way for the brands in interacting with the consumers.
At present digital media is considered as the most effective manner for the brands to reach their
consumers on regular basis. Mass communication has result in modern marketing strategies as it
focus on the awareness of the brand, large distribution as well as heavy promotions. The faster
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paced environment of digital media demonstrates new methods for the promotion to make
utilization of the new tools that are available by the means of technology. Social media is
considered as modern marketing tool to reach larger audiences in interactive manner. It is
important for the brand to keep its customers engaged.
2.4 Effectiveness of social media marketing in enhancing business performance
Social media marketing is regarded as the next best part and considered as the powerful
aspect for the business in increasing its performance to a greater extent. In accordance with the
views of Evans, (2012) it has been examined that there is presence of huge potential for social
media marketing that assist in enhancing the entire performance of the firm. It has been assessed
that with the assistance of social media marketing there is greater role towards increasing the
brand recognition. Social media networks are considered as the new channels for the brand's
voice as well as talent. Such is significant as it is easier and possess greater accessibility for the
new customers. Along with this it increases familiarity as well as recognizable for the existing
customers. Another major effectiveness of the social media marketing is related with
improvement in the loyalty of the brand. The brand who are engaging themselves on social
media channels enjoys higher loyalty from their customers. It has been assessed that with the
assistance of social media marketing company is able to gain valuable customer insights. With
the assistance of social media greater amount of data is being generated about the customers in
real time. By means of daily active engagement as well as social listening relevant customer data
can be gathered. This information can be used in making smarter business decisions. In addition
to this there is presence of social media marketing in generating higher converting leads. The
role of social media marketing assist in increasing the sales as well as customer retention by
means of regular interaction as well as timely customers service. There is huge effectiveness of
social media is increasing the awareness of the brand (Evans, 2010). Social media is regarded as
one of the most cost effective digital marketing method that can be utilized to syndicate content
ans well as assist in enhancing the visibility of the firm. Implementation of the social media
strategy would result in increasing brand recognition as it engages broader audiences of the
customers.
There is presence of major advantage of the social media marketing that is related with
the cost as traditional means of advertising such as newspaper, television as well as hoardings are
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expensive. However social media marketing is less expensive in comparison with the traditional
means of advertising. In accordance with the views of Chan and Guillet, (2011) it has been
examined that social media marketing enables the firms in reaching larger customers for their
products because such social media platforms are not confined to the specific area or the city
instead it is across the globe. It has been stated that for instance a local manufacturer of
developing nation such as India can promote its product by means of social media to the
customers who are living in developed nation such as UK. There is greater effectiveness of social
media marketing in terms that with this firm can gain feedback from the customers in quick
manner. Further the company is able to resolve the complaints of the customers in an effective
manner in comparison with the other medium of advertising in which there is only single way of
communication. Further there is no scope in carrying out two way communication that is
possible in situation of social media marketing. With this the performance of the firm can
increase to greater extent.
2.5 Key challenges faced by Dorothy Perkins while adopting social-media tools
Social media has emerged as the stronger marketing as well as tool of advertising from
the last few years. Whether start up company or established business all possess Facebook,
Twitter, Google + as well as Linkedin profile within place for the purpose of sharing their every
launch and provides over the social media websites. There is presence of several advantages that
are associated with social media marketing. This present cost effective. In accordance with the
views of Berthon, Pitt, Plangger and Shapiro, (2012) it has been gained that social media sites
are considered most cost effective tool of marketing that assist in effective promotion of the
brand before the existing as well as potential customers. There is no cost involved in just pining
an image, tweet or post the link over Facebook. It has been determined that social media is
considered as the most powerful tool that assist in increasing the brand recognition, enhance the
website search engine rankings as well as boosting the website and making sure higher rates of
conversion. Another major merit of the social media marketing presents target specific
audiences. Social media marketing is effective in targeting the specific market with greater
effectiveness. None of the person can refuse the nature of the social media. In case the user likes
the post then he would share this within his own network. The major benefit of the social media
would outweigh the disadvantages. Along with the advantages there is presence of several
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demerits that are associated with social media marketing. This has been enumerated in the
manner as below.
Social media has fundamentally changed the manner in which the organization interact
with the customers as well as public on larger scale. It is regarded as the innovative manner to
approach the market place and become an important tool that relates with the marketing, public
relations as well as customer services. In accordance with the views of Vance, Howe and
Dellavalle, (2009) it has been gained that as social media assist in connecting with customers, it
also has certain drawbacks. Unlike the other marketing forms wherein the marketers retains the
control of the messaging, there is absence of control on the social media. The platforms such as
Facebook as well as Twitter offers opportunity to everyone in sharing their opinions that can be
interesting but this can be sometimes dangerous for the marketers. There is presence of several
flaws that exists in when marketing through social media. These have been enumerated in the
manner stated as under: Negative feedback: The users of the social media possess free rein so that they can post
whatever they desire. This implies that customers who are satisfied can leave glowing
review over the pages but such also presents that unhappy customers can leave negative
comments about the business which thereby can ruin the image of the organization to a
greater extent. Ability towards embarrassment: In accordance with the views of Stephen and Galak,
(2012) there is greater ease in getting caught up in social media as well as post whatever
comes in the mind that can have greater consequence for any organization. It has been
gained that for the business who possess larger audiences such mistakes cannot go
unnoticed. Special gratitude is given to the social media users for the quick reactions as
well as tendency to share, the tweet was considered as the main media outlets in hours. Time intensive: This takes immense amount of time as well as efforts in maintaining an
interactive social media presence. In case one possess smaller team as well as limited
resources this is sometimes difficulty in devoting the required resources for social media.
As per the views of Gillin, (2009) it has been assessed that individual have to monitor
every social network, respond to the questions as well as feedback and post the updates
that are valuable. Some people can considered this as major demerit but investment of
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time in the social media can assist the business in creation long term association with the
customers. The major demerit that is associated with social media presents that it takes
lot of time as well as efforts. A person who possess knowledge regarding the company as
well as products needs to handle presence over social media as well as the cost in time
implies that the media is not free in complete manner. It is regarded as ongoing work to
determine new angles regarding the product on continuous basis and to post as well as re-
post the information. The information is not visible for shorter duration of rime before the
new post replace this. Along with this publishing advertising copy is unacceptable within
the social media world. Therefore it is important to present the data in form of
conversation or need to lose the followers. Risks: Social media marketing carries certain risks. Until you possess certain check on the
social media accounts various times a day, disgruntled customers or employees can make
publishing of the negative comments that are not removable always. For instance every
post on Twitter is public as there is lack of control on the what people are saying. Bad
news can go viral as easy as good news and can do business harm that can be irreparable. Suitable network: The businesses make utilization of social media networks that is
comprised of Twitter, Facebook as well as You Tube for the purpose of connecting with
the existing as well as potential customers. In accordance with the views of Vinerean,
Cetina, Dumitrescu and Tichindelean, (2013) social networks have the potential to offer
business with the opportunity to make development of relationship with the customers
through sharing of blog content, tips, feedbacks etc. There is presence of several social
media sites for the owners of business to choose that can leave the owners of the business
wondering in terms that presents searching for the medium that would yield better
outcome for the business. Entrepreneurs are required to pinpoint the target market and
then research towards making determination of the network that ideal for greater number
of customers. Use and skill: It has been assessed that learning towards making use of social media can
be daunting for the entrepreneurs as well as their staff members. While setting up the
profile or page can be easier, determining the best manner of engaging with the
customers as well as making use of social media in order to assist the business in
20

attaining its organizational as well as marketing target can be full of challenges. With the
lack of social media strategy there is difficulty in setting up the goals as well as
measuring whether it would be successful for the organization. Entrepreneurs are
required to make investment in the social media consultants, take training classes or hire
employees specifically the one that are dedicated towards social media. Negative feedback: It is advantageous for the business to attain feedback from the
customers, social media makes the feedback public. In case the possess bad experience
with the brand then they are forced to share the experience over social network profile. In
accordance with the views of Borges, (2009) it has been gained that it is important for the
business to be prepared for handling negative feedback immediately before it begins to
influence the reputation of the organization in an adverse manner.
 Measurement of results: While the business sends the email marketing promotion to its
customers use of email marketing program, the firm is able to track the number of mails
sent and people opened the email as well as number of sales that are being produced as
well as results. In accordance with the views of Kabani, (2013) it has been examined that
social media does not provide similar measurability, so that owners determine themselves
wondering in case its worth it to make investment time as well as dedicate human
resources. The owners of the firm who desires for immediate marketing outcomes can
realize that in case they use social media as tactic then they would not be able to track the
outcomes until the month later.
2.6 Factors affecting brand image of the business
In the modern era, the competition among businesses has become so intense that it is no
longer easy for any firm to gain advantage over other players in the market. As per the view of
Xiang and Gretzel, (2010) operating in the highly competitive market place is a very difficult
task as companies faces issues in attracting new customers and retaining the old ones. At present
companies has started to place efforts in development and maintenance of their brand image in
the long run. However Chen, Fay and Wang, (2011) has critically argued that maintaining brand
image is a challenging task as there are wide range of factors which affects the same. For
example the quality of products is one of the most important thing which affects brand image of
a company. High quality of products results in creating sense of satisfaction among people in the
21

market. Along with this, it also encourages people in the market to carry out word to mouth
publicity. In the current era, companies are required to focus on quality of products and services
delivered. The brand image of any firm can be negatively affected in situations where the
quality delivered is not able to meet the set standards. On the other side of this Hays, Page and
Buhalis, (2013) has explained that strong marketing of products and services is the one which
influence brand image of a company. Effective and aggressive marketing can be carried out in
order to make people in the market aware about the products and services which a company is
offering. In addition to this, marketing affects brand image because it helps in communicating
the fact that why products and services of a particular business enterprise are more effective as
compared to the one which are being offered by other market players.
After sale service provided by a company is another key factor which has influence on
the brand image. In the modern era, people in the market are available with wide range of
options and alternative to choose from. According to the view point Ward, (2011) nowadays
firms also need to provide effective and satisfactory after sale services in order to enhance their
brand image in the marketplace. If the services after sales are not satisfactory then negative
publicity will be done by the customers and it will have impact on brand image of a company.
On the contrary of this, Xiang and Gretzel, (2010) has argued that the price which is being
charged by companies against their services and products delivered also has potential impact on
brand image of the entire organization. If a firm is charging high price then it is very important
that it should deliver high end and premium quality of products. This helps in developing sense
of satisfaction among customers and also improves the overall brand image of a company. On
the other hand, organizations needs to ensure that the price charged should always justify the
quality of services and products which has been delivered to people in the market. Thus, it can be
stated that there are different areas which needs to be focused upon in order to enhance the brand
of a company. The key areas include products, price, quality, marketing etc. Strong brand image
will results in attracting more customers and increasing the market share of companies. Other
than this, improved brand image will also support in getting competitive advantage over other
market players.
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CHAPTER- 3 RESEARCH METHODOLOGY
3.1 Introduction
After the literature review chapter another part of the thesis is research methodology. It is
referred to as the manner in which solution to a particular problem under investigation is being
assessed with greater effectiveness. In research methodology various methods are being applied
for the sake of attaining evidence and its analysis is done in order to respond towards the
questions under investigation. For the present thesis on impact of search and social media
marketing on brand image of the business the decision as to selection of methods have been don
in an appropriate manner. The methods that are being employed within the research are
mentioned. The researcher makes utilization of the various method in order to collect and
analyze the responses of the customers in an effective way.
3.2 Research philosophy
It is regarded as overarching concept which is associated with devising of knowledge. It
takes into account the nature of knowledge in relation to research. Research philosophy can be
defined as development of background of the investigation. It is comprised of factors like the
manner in individual looks at things in different manner, varied beliefs as well as perception in
real terms. There is existence of two kinds of research philosophy that is positivism as well as
interpretivism. The initial one begins with generation of hypothesis which can be tested. Along
with this it offers discussion which is assessed against the knowledge which is accepted across
the globe in which we live (Foster, 2015). On the other hand Interpretivism philosophy is one
that provides suitable justification for the issue under research. With the assistance of such
research philosophy investigator is able to make demonstration of the facts and figures that are
associated with the problem in research. Interpretivism philosophy is referred to as the approach
which focus upon the meaningful nature of the individuals participation within culture and social
life.
In the present thesis on impact of search and social media marketing on brand image of
the business interpretivism philosophy has been employed. This is because it assumes that access
to the reality by means of shared meanings as well as instruments. Thus it is suitable for the
present investigation as it would assist in accomplishing the research objectives.
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3.3 Research approach
Research approach is regarded as the way through which the investigation is carried out
forward. It is a combination of plans and procedures that can be used in a study so as to develop
broad assumptions for gathering the data, analyzing and interpreting it. There are two types of
research approach, inductive and deductive. The fundamental difference between two approaches
is just relevance of hypotheses (Nalzaro, 2012). Deductive approach focuses on the testing of
theory. Therefore, it works from generalization of theories to specific observation. On the other
hand, inductive theory emphasize on generation of new theory emerging from the available data.
The present thesis on impact of search and social media marketing on brand image of the
business has employed inductive approach. This is due to the reason that with this investigator
can make development of empirical generalization. This has lead to determination of preliminary
association as the research is being conducted. Further it involves search patterns through
observation that result in development of explanation. Through attaining understanding on
opinions of customers with respect to search and social media marketing investigator can assess
its impact on brand image of firm. Through determination of importance broad generalization
can be drawn.
3.4 Data collection
Data collection method is considered as the most significant aspect under investigation. It
demonstrates the suitable tools that are being utilized by the investigator foe the sake of
gathering data in order to attain aims of objectives of investigation. It is a way of collecting and
measuring the information of targeted variables in an organized way so as facilitate in obtaining
the answers of relevant questions. There are two methods of data collection, primary and
secondary (Qur, 2013). The primary method is used for collecting the information for the first
time. With this researcher collects information by himself in order to conduct the investigation. It
further involves methods like, personal interview, questionnaire, focus groups, observation etc. It
acts as an aid in attaining detail responses of the respondents. The presents thesis investigates
impact of search and social media marketing on brand image of the business. In this regard
information would be gathered by means of primary tool that is survey. Under this questionnaire
would be developed.
24

On the other hand, secondary methods enable in gathering the information that has been
already published. In this secondary data involves the data that already being used by other
scholars within their researches. It is regarded as second hand tool. The present dissertation on
impact of search and social media marketing on brand image of the business makes utilization of
second hand tool. In this relation published articles and books of several researchers has been
utilized. Under this data is gathered from government reports, census, personal records, online
sites, books and journals etc.
3.5 Sampling
Sampling is regarded as the tool that is being implemented for studying few selected
items. It is a way of choosing subset of individuals from within a statistical population to predict
characteristics of the entire population. The smaller selection is referred to as sample. In the
present thesis on impact of search and social media marketing on brand image of the business
probability sampling tool is being employed. When conducting the investigation it is not easy for
the researcher to collect the information from the whole population. It is important for the
researcher to select proper sampling method and size. For the current study, the respondents will
be selected randomly (Remelts, 2015). This is due to the reason that it offers equal opportunity to
all the customers in getting selected as sample for investigation. Another most significant aspect
in sampling in determining the sample size. It is referred to as the number of units who become
the part of research. It demonstrates the number of respondents from whom the data has been
collected in order to carry out the research. In the present thesis on impact of search and social
media marketing on brand image of the business the data has been collected from 25 customers.
This is comprised of people who are making use of products of Dorothy Perkins.
3.6 Data analysis
Following the collection of the data from varied sources the another part of thesis is
referred to as analysis as well as evaluation of the gathered information. Data analysis is a
method of assessing and evaluating the gathered data with the help of appropriate techniques.
With the assistance of this researcher can carry out inspection, transformation as well as cleaning
of data in order to reach at valid outcome. For the purpose of analyzing data there is presence of
two methods. This is comprised of qualitative as well as quantitative methods. Data analysis can
be done with the help of statistical and thematic method.
25

In order to complete the present report, the data has been evaluated with the help of
thematic analysis. It is an effective method that will assist in rendering flexibility to the scholar
to measure the gathered data to attain the aims of the research. Further it assist in developing
better understanding with respect to impact of search and social media marketing on brand image
of the business. Through this the views of the customers regarding importance of social media
marketing can be assessed in an effective manner. By means of qualitative tool in-depth
description regarding the positive as well as negative impact of such can be generated. With this
important description can be offered regarding the subject matter under investigation.
3.7 Validity and reliability
There is greater importance in making application of suitable tools as well as techniques
in order to conduct the thesis with greater effectiveness. In this regard the aspect related with
validity as well as reliability has emerged and this is important in procedure related with
research. Validity can be referred as the quality of being sound in the logical manner. Further it
needs to be factually effective as well. It is the degree to which the investigation makes
assessment of the things that are needed to be determined in the investigation. Internal validity
can be referred as test of validity (Sondargaared, 2015). In contrast to this external validity is
regarded as the ability to make generalization of the research outcomes to the target audiences. In
the present thesis is on impact of search and social media marketing on brand image of the
business maintenance of validity has been ensured. Such is being done through collection of
valid information from primary and secondary data. With these tools assistance on offered in
collection of information from customers of Dorothy Perkins. In the present thesis the tool that
questionnaire has been used. This is effective in serving the purpose due to which its application
has been done.
Another aspect under investigation relates with reliability. It demonstrates the extent to
which the stable as well as consistent outcomes are being generated through tools of assessment.
The aspect acts as an aid in making determination of whether the study will offer similar
outcomes in case it is conducted repeatedly. The present thesis on search and social media
marketing is considered reliable as the information is being gathered through sources that are
authentic. This makes sure that investigation carried out is not biased. Thus no manipulation is
26

being made within the data. Further the information has remained unchanged that demonstrates
reliability.
3.8 Ethical consideration
It is regarded as the most significant aspect that is taken into account by the researcher for
the research. Through the help of ethical norms the investigation is completed in an appropriate
way. In the present dissertation on search and social media marketing investigation researcher
has taken into account ethical norms that are enumerated in the manner stated as under:
Prior approval: The respondents of the investigation may not agree to take part in the research.
As per the principle related with voluntary participation the respondents must not be forcefully
involved to take part in the research. In this regard the researcher is required to take prior
permission from the customers. In addition to this none of the participants has been engaged
within the investigation with force. The main aim of conducting the research for made known to
them.
Confidentiality: It is being made sure by the investigator that data gathered from the respondents
is not provided to anyone who is not engaged within the research. Through application of
principle related with anonymity it has been made sure that respondents have remained
anonymous in the whole research.
Access restricted: For the present thesis on impact of search and social media marketing on
brand image of the business secondary data has been collected from varied studies on particular
topic that has being conducted earlier. This studies prevails on various sites. There was
restriction on access of certain sites. In this relation permission is taken in advance by the
investigator in order to access the particular sites.
Proper citation of work: In the present thesis the research work of several author is being taken.
Ethical consideration is being sure through proper citation of work that is taken within the
investigation in an effective manner. None of the matter has been copied as well as pasted.
Suitable care is taken in relation to such. Instead of rephrasing the data it is being written by the
investigator in own words.
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3.9 Research limitation
The process of completion of the research is considered as challenging task as well as
several issues are being faced by the researcher. In the present thesis the major limitation are
stated in the manner as under: Prolonged procedure: Lengthy procedure is being followed for the purpose of
completing the entire research. This takes lot of time in gathering data by the means of
books as well as journals. As the present dissertation is required to be completed in
limited duration of time thus it would not be feasible for investigator take take into
account all the aspects in the investigation.
 Lack of adequate secondary information: Secondary data is required in the present
investigation. This is due to the reason that through this investigator is able to make
development of better understanding with respect phenomenon under subject matter. The
limitation with such is that acquiring data is not easy for the investigator. This is because
there is restriction on the access of several sites. Thus there is possibility that some of the
information under research is missed out.
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CHAPTER -4 RESULTS AND DISCUSSION
4.1 Introduction
Following the research methodology section another part of thesis involves analysis of
data. It is considered as the procedure that makes implementation of the logical as well as
statistical tool in an effective manner. This is for the purpose of carrying out the evaluation of
data with appropriateness. In this chapter data gathered is being assessed in order to make
interpret it so as to make generation of valid information. In the present dissertation on impact of
search and social media marketing on brand image of the business qualitative tool has been
implemented. For the purpose of carrying out this thematic analysis is used. In this development
of theme is carried out in accordance with the pattern of gathered information through primary
research. This assist in gaining knowledge with respect to phenomenon under subject.
4.2 Qualitative analysis
Thematic technique
Theme 1: Gender
Responses Frequency Percentage
Male 13 52%
Female 12 48%
Finding and analysis: When the customers of Dorothy Perkins were asked regarding there
Gender it has been found that 13 were male while 12 respondents were female.
From the analysis of the responses that have been attained through carrying out survey of
customers it has been gained that majority of the respondents were male. This implies that
greater number of males makes use of social media in order to attain information.
Theme 2: Information gathering is the main reason of using social media
Responses Frequency Percentage
Entertainment 7 28%
Information gathering 13 52%
Chatting 5 20%
29

Finding and analysis: On asking the customers of Dorothy Perkins regarding the reasons
because of which they make use of social media 7 customers replied entertainment, 13 said
information gathering and 5 respondents replied chatting as the major the reason.
By analyzing the information gathered through survey of customers it has been obtained
that majority of the respondents makes use of social media for the purpose of gathering
information. This is due to the reason that it is regarded as suitable tool that helps in attaining
greater amount of information that can help in day to day life. This assist in making the life of
the individuals much easier. In addition to this it has been gained that by means of social media
updates are being shared. Thus it is effective in keeping a person well acquainted with the things
that are going around the world. In contrast to this there is presence of some individuals who
makes use of social media for entertainment. This is in terms of watching movies, events and
shows that assist in making an individual feel much relaxed. However there is existence of some
people who also use social media for the sake of doing chatting with the close ones that is
family, friends as well as relatives.
Theme 3: Social media is reliable and relevant tool for gaining quality product
Responses Frequency Percentage
Yes 15 60%
No 10 40%
Finding and analysis: When the customers of Dorothy Perkins were asked regarding whether or
not they believe that social media is reliable and relevant tool for attaining quality product it has
been found that 15 replied yes while 10 respondents say no to the view.
From the analysis of the responses that have been attained through carrying out survey of
customers it has been gained that majority of the respondents said yes to the statement that social
media is reliable and relevant tool for attaining quality product. This is because it has been
believed that social media is effective in providing the information that is needed by an
individual. Further authentic information is offered regarding the quality of the product through
the means of social media. With the assistance of such the customers are able to build trust in the
30

brand. Further this will result in increasing the loyalty as well. Social media is considered
reliable in terms that it offers similar kind of data to all the users. Thus they gain greater
advantage through the information while making crucial decision.
Theme 4: Facebook is the social media website used by the customers
Responses Frequency Percentage
Facebook 9 36%
Twitter 6 24%
LinkendIn 7 28%
You Tube 2 8%
My space 1 4%
Finding and analysis: On asking the customers of Dorothy Perkins regarding the social media
that is being preferred by them 9 customers replied Facebook, 6 said Twitter and 7 respondents
replied LinkendIn. Along with this 2 customers said You Tube. Further 1 customer stated My
Space as the social media websites that is being used by the customers.
By analyzing the information gathered through survey of customers it has been obtained
that majority of the respondents believes that Facebook is considered as the social media website
which is being used by the customers. It has been assessed that by means of social media website
such as Facebook customers can effectively gain the information that can be used in order to
carry out the work performance in an effective manner. It has been assessed that by means of
Facebook product information can be attained which can be used while making purchase of the
product.
Theme 5: The main benefit attained from using search and social media is related with
attaining knowledge of the brand
Responses Frequency Percentage
To attain product information 6 24%
To engage with company 2 8%
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To gain promotional items 4 16%
To achieve knowledge of
brand
8 32%
To determine other firms
selling same products
5 20%
Finding and analysis: When the customers of Dorothy Perkins were asked regarding the major
benefits that are being attained from use of search and social media it has been found that 6
respondents replied to attain product information while 2 respondents say to engage with the
company. Moreover 4 customers say to gain promotional item. In addition to this 8 respondents
replied for achieving brand knowledge and 5 respondents say to determine other firms selling the
same product.
From the analysis of the responses that have been attained through carrying out survey of
customers it has been gained that majority of the respondents said the major benefit that is being
attained through using search and social media is related with gaining greater knowledge about
the brand. This is because with this the customer can attain quality information that can help
while making selection of the product in an effective manner. This assist in gaining quality
product as well. It has been assessed that by means of gaining the knowledge of the brand the
customers are able to know better about the position of the business. This is in terms that it
would help in gaining suitable understanding regarding the position of the firm.
Theme 6: Social media is very useful for customers
Responses Frequency Percentage
Very useful 7 28%
Kind of useful 6 24%
Don't know 5 20%
Not very useful 3 12%
Useless 4 16%
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Finding and analysis: On asking the customers of Dorothy Perkins regarding the extent to which
the social media is useful 7 customers replied Very useful, 6 said kind of useful and 5
respondents say they don't know. Along with this 3 customers said not very useful. Further 4
customer stated that it is useless.
By analyzing the information gathered through survey of customers it has been obtained
that majority of the respondents believes that social media is very useful for customers. This is
due to the several benefits that are being attained through the use of such by the customers. This
can be in terms of cost effectiveness, less time consuming and etc. With this the customers are
able to gain greater convenience that assist in enhancing their experience to a greater extent. It
has been assessed the customers believes that social media offer them with the facility to make
comparison among the brand of other firm. Thus with this the customer are able to gain greater
satisfaction and are able to build trust and loyalty within the brand with greater effectiveness.
Theme 7: Social media is effective for creating brand awareness
Responses Frequency Percentage
Strongly agree 7 28%
Agree 10 40%
Neutral 4 16%
Disagree 3 12%
Strongly disagree 1 4%
Finding and analysis: When the customers of Dorothy Perkins were asked regarding whether
social media is effective in creating brand awareness it has been found that 7 respondents
strongly agree with the view while 10 respondents agree with the view. On the other hand 4
customer were neutral this implies that they neither agree nor disagree with the statement.
However 3 respondents disagree with the view that social possess effectiveness in creating
awareness of about the brand. On the other hand 1 customers replied that they strongly disagree
with the view.
33

From the analysis of the responses that have been attained through carrying out survey of
customers it has been gained that majority of the respondents believes that social media is
effective tool that assist in creating awareness about the brand. It has been gained that with the
assistance of social media greater awareness can be created in the minds of the customers.
Through this the customers are able to gain knowledge regarding the products that are being
offered by the competitors. It is significant that with social media there has been greater change
in the field of marketing. This presents that with the help of such the customer just through a
single click one can understand about the product and make use of right product that suits their
requirement in an effective manner. The primary data collected highlights that over the past few
years, social media has become very popular among people in the market. At the same time the
respondent’s feels that it has emerged as biggest and most popular platform for carrying out
marketing and promotion of different services and products. Most of the respondents explained
that social media is very helpful platform for companies as its demand is increasing day by day
along with the passage of time. The respondents from whom data has been collected explained
that the use of social media helps them to become aware about the new products services
launched by companies. Along with this, social media has also started to play significant role in
promoting information about the discounts, offers, scheme provided by any company to all its
customers. This creates a sense of satisfaction among people in the market and also supports
organizations to develop strong brand image in market. However, some of the respondents do not
agree with the above mentioned fact and they explained that fake or irrelevant information on
social media can hamper the brand image of companies in negative sense instead of enhancing it
By focusing upon the information provided by majority of respondents, it has been observed by
the researcher that social media has started to play very important and crucial role in developing
overall brand image of a company. Apart from this, it can be also stated that the use of social
media for marketing and promotion results in creating need among people in the market to a
great extent.
Theme 8: Social media is suitable in providing greater convenience
Responses Frequency Percentage
Strongly agree 11 44%
34

Agree 6 24%
Neutral 5 20%
Disagree 1 4%
Strongly disagree 2 8%
Finding and analysis: When the customers of Dorothy Perkins were asked regarding whether
social media is suitable in offering greater convenience it has been found that 11 respondents
strongly agree with the view while 6 respondents agree with the view. On the other hand 5
customer were neutral this implies that they neither agree nor disagree with the statement.
However 1 respondents disagree with the view that social media offer greater convenience. On
the other hand 2 customers replied that they strongly disagree with the statement.
By analyzing the information gathered through survey of customers it has been obtained
that majority of the respondents believes that social media is suitable in offering greater
convenience to the customers. It has gained that by the means of social media the customers can
effectively make purchase of the product in an appropriate manner. Moreover through this the
respondents are able to attain knowledge just by seating at a particular location. It offer greater
comfort to the customer. In addition to this the customer have opportunity to make comparison
among the prices and features of the competitors so that they can choose the right product. From
the data gathered, it can be analyzed that the use of social media has made the entire process of
information gathering very easy and convenient for people in the market. Most of the
respondents replied that social media has provided them with potential opportunity to become
aware about the changes in products, prices, packaging of different companies. Furthermore,
they stated that they are just required to like the official page on media such as Facebook and
then they are being delivered with all the latest information related to services and products.
They also explained that this has become very convenient as they are getting entertainment and
useful information at the same time. Along with this, they are also not required to carry out
additional research in order to gain information about any products and services which they like
or desire. This has resulted in lowering down the efforts and resources included in research and
therefore resulted in making the process of information gathering more convenient. On the other
35

hand, some respondents disagree and said that it is not necessary that social media supplies with
information which is reliable and accurate. This means sometimes the use of social media in
information gathering results in wastage of resources such as time and efforts.
Theme 9: Social media acts as an aid in creation of awareness about the marketing mix of
other brands
Responses Frequency Percentage
Strongly agree 10 40%
Agree 7 28%
Neutral 1 4%
Disagree 4 16%
Strongly disagree 3 12%
Finding and analysis: When the customers of Dorothy Perkins were asked regarding whether
Social media acts as an aid in creation of awareness about the marketing mix of other brands it
has been found that 10 respondents strongly agree with the view while 7 respondents agree with
the view. On the other hand 1 customer were neutral this implies that they neither agree nor
disagree with the statement. However 4 respondents disagree with the view that Social media
acts as an aid in creation of awareness about the marketing mix of other brands. On the other
hand 3 customers replied that they strongly disagree with the view.
From the evaluation of the responses that have been attained through carrying out survey
of customers it has been gained that majority of the respondents feels that Social media acts as
an aid in creation of awareness about the marketing mix of other brands. This is because they
believe that by the means of social media the features, price and other related information of the
product can be attained in an effective manner. Thus this act as an aid in making comparison to a
greater extent. It assist in attainment of the purpose for which the customer is making use of
social media in their routine life. It offer greater ease to the customers and also this assist them in
making right purchase decision.
36

Theme 10: 24 hours customer services is the potential advantage in using social media
marketing
Responses Frequency Percentage
Enhancement in Customer
service
7 28%
Quick resolution of Feedback 3 12%
New opportunities 5 20%
Increasing brand awareness
and loyalty
5 20%
24 hours customer service 5 205
Finding and analysis: From the information collected, it has been observed that the main and
most important benefit of using social media is 24 hours customer’s services provide by the
same. Out of the total 25 respondents majority which was 7 people agreed that the use of social
media marketing results in enhancing customer service. On the other hand, 3 people or
respondents believes that use of social media helps in quick resolution of Feedback whereas the
other 5 believes that helps in creating new opportunities and the other 5 people thinks that the
use of social media supports in increasing brand loyalty. The remaining 5 respondents explained
that it helps in 24 customer service.
From the above collected information, it has been found that there is wide range of
benefits associated with the use of social media. Furthermore, the benefits are linked with both
customers and a company. For customers social media act as a potential platform which renders
them adequate and required information for 24 hours a day. On the other side of this, for
company social media supports in enhancing brand image and attracting customers.
Theme 11: Missing product information is the main challenge experienced by customers
Responses Frequency Percentage
Network issue 5 20%
37

Inappropriate reviews 3 12%
Missing product information 17 68%
Finding and analysis: The key issue or challenge which has been experienced by people in the
market is related to the missing information of products and services offered. Out of the total 25
respondents, majority which was 17 agrees with the above mentioned fact. Furthermore the
respondents explained that it is not always necessary that social media offers with information
which is adequate and reliable. This means missing information is one of the major factors which
has influence on decision making process. On the other hand, 5 respondents explained that
network issue is the biggest problem faced during the use of social media. The remaining 3
respondents stated that wrong and irrelevant reviews on social media are the one which affects
their process of decision making.
Theme 12: Emergence of social media marketing is suitable in purchase decision making
Responses Frequency Percentage
Yes 23 92%
No 2 8%
Finding and analysis: From the data collected, it has been found by the researcher that the
emergence of social media has started to play very important role in overall purchase decision
making of people in the market. Out of the total 25 respondents, majority which was 23 agree
with the above mentioned fact whereas the remaining 2 respondents disagree with the same. It
has been analyzed by the researcher that people in the market has started to gather information
about any particular product or service with the help of social media. Along with this, they also
seek for the reviews and comments posted by other people or buyers before purchasing any
product on social media. This creates sense of satisfaction among them and also plays very
significant role in the process of decision.
Theme 13: Internet is the media that is preferred as social media
Responses Frequency Percentage
TV 2 8%
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Radio 3 12%
Internet 11 44%
Mobile 2 8%
Email marketing 7 28%
Finding and analysis: From the information collected, it has been found by the researcher that
internet marketing is one of the most important sources which are used by people in the market.
Out of the total 25 respondent’s majority which was 11 agreed with internet. The other 2
respondents agrees with mobile marketing, the other agreed with email marketing, 3 respondent
favored radio and the remaining were in favor of Television as a source of gathering
information. Majority of respondents also believes that as compared to traditional tools of
marketing the modern marketing tools are more effective. This includes tools such as mobile
marketing, social media and email marketing. The rationale behind this is that now people in the
market are not required to wait for the news by sitting at their home and office. Further, internet
has emerged as a tool which provides customers with all kind of information related to products,
services and modification in the same. This helps in creating sense of satisfaction among
customers and also saved supported them to gather information more quickly.
Theme 14: Social media marketing offer greater satisfaction as compared to traditional means
of marketing
Responses Frequency Percentage
Strongly agree 7 28%
Agree 10 40%
Neutral 4 16%
Disagree 3 12%
Strongly disagree 1 4%
39

Finding and analysis: From the information collected, it has been observed that social media is
very effective tool which can be used for creating brand awareness among people in the market.
Out of the total 25, respondents, it has been observed that majority which was 10 respondents
agrees with the above mentioned statement whereas 7 strongly agree with the same. 4 of the
respondents were neutral, 3 disagreed and the remaining 1 strongly disagree.
The data collected form primary sources reveals that as compared to traditional marketing
tools, new and modern marketing tools are more cost effective. Most of the respondents
explained that it is very convenient and less time consuming which is the main and most
important benefit linked with social media as compared to other marketing tools.
Theme 15: Social media is better than any other kind of media for resolving our purpose
Responses Frequency Percentage
Strongly agree 11 44%
Agree 6 24%
Neutral 5 20%
Disagree 2 8%
Strongly disagree 1 4%
Finding and analysis: From the information collected, it has been found that the use of social
media marketing has started providing greater convenience to people in the market. The data for
present investigation has been collected from 25 respondents and 11 out of the total respondent
strongly agree with the above mentioned fact. 6 out of total respondents were agreed, 5 were
neutral and one of the respondents was disagree. The remaining 2 respondents were strongly
disagreeing with the above mentioned fact.
The findings of study clearly highlights that as compared to other media social media usage is
more effective and convenient. Most of the respondents agrees with the above mentioned fact
and explained that the requirement of all different people gets satisfied with the help of social
media
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Theme 16: With the use of social media there is lack of control on the information that is
dispersed about the firm
Responses Frequency Percentage
Strongly agree 11 44%
Agree 7 28%
Neutral 2 8%
Disagree 1 4%
Strongly disagree 4 16%
Finding and analysis: When the customers of Dorothy Perkins were asked regarding whether
with the use of social media there is lack of control on the information that is dispersed about the
firm it has been found that 11 respondents strongly agree with the view while 7 respondents
agree with the view. On the other hand 2 customer were neutral this implies that they neither
agree nor disagree with the statement. However 1 respondents disagree with the view that With
the use of social media there is lack of control on the information that is dispersed about the firm.
On the other hand 4 customers replied that they strongly disagree with the view.
From the evaluation of the responses that have been attained through carrying out survey
of customers it has been gained that majority of the respondents feels with the use of social
media there is lack of control on the information that is dispersed about the firm. This is because
through social media bad or good word of mouth is dispersed amount the company. Such can be
in form rumors which can affect the image of the brand to a greater extent. It has been assessed
that by the means of such the company is unable to meet its target in an effective manner.
Theme 17: Social media is cost effective and less time consuming means
Responses Frequency Percentage
Strongly agree 8 32%
Agree 10 40%
Neutral 1 4%
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Disagree 3 12%
Strongly disagree 5 20%
Finding and analysis: When the customers of Dorothy Perkins were asked regarding whether
Social media is cost effective and less time consuming means it has been found that 8
respondents strongly agree with the view while 10 respondents agree with the view. On the other
hand 1 customer were neutral this implies that they neither agree nor disagree with the statement.
However 3 respondents disagree with the view that Social media is cost effective and less time
consuming means. On the other hand 5 customers replied that they strongly disagree with the
view.
By analyzing the information gathered through survey of customers it has been obtained
that majority of the respondents believes that Social media is cost effective and less time
consuming means. This is because they feel that through social media less cost is incurred as the
customer without wondering for the suitable product and make selection of the product that
would suit to their need. It is effective for the customer in making selection of accurate product
that can benefit in attainment of purpose of the customer in an effective manner.
Theme 18: Positive or negative information displayed on social media sites affects decision
making
Responses Frequency Percentage
Strongly agree 8 32%
Agree 5 20%
Neutral 6 28%
Disagree 4 16%
Strongly disagree 2 8%
Finding and analysis: When the customers of Dorothy Perkins were asked regarding whether
Positive or negative information displayed on social media sites affects decision making it has
42

been found that 8 respondents strongly agree with the view while 5 respondents agree with the
view. On the other hand 6 customer were neutral this implies that they neither agree nor disagree
with the statement. However 4 respondents disagree with the view that social possess
effectiveness in creating awareness of about the brand. On the other hand 2 customers replied
that they strongly disagree with the view.
From the evaluation of the responses that have been attained through carrying out survey
of customers it has been gained that majority of the respondents feels Positive or negative
information displayed on social media sites affects decision making. This is because they believe
that whether positive or negative comments is displayed the customer once think while making
purchase. In case of negative comment the customer desire for attaining more reviews so that his
doubts can be cleared. Further this has greater importance in affecting the trust of the customer.
On the other hand in case of positive comment the customer build loyalty towards the business in
an effective manner.
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CHAPTER- 5 CONCLUSION AND RECOMMENDATION
5.1 Conclusion
It can be concluded that social media marketing effects on brand image of business
organization. Different aims have fulfilled after research in step by step manner. Therefore,
researcher collects information from secondary data collections. It is useful to analyze company's
performance regarding brand image of products in market. Moreover, social media marketing
role is determined to present reputation of fashion industry.
Objective 1: To identify the effective ways of promoting products in the modern era within
fashion industry.
From the research, it has been analysed that Dorothy Perkins UK achieved target to
promote products attractively. The fashion industry uses modern current advertisement
techniques to produce goods and services as per customer needs and demand. Advertisement is
done through TV, radio, email, newspaper and magazines. Further, it resulted to improvement in
productivity of clothing and cosmetics of the organization. Moreover, company organized
advertising campaign in which implementation of pull strategy of marketing determined. Under
the seminar, marketing managers and advertisers ads for qualitative services including presenting
features therefore, large number of customers including agents, wholesalers and other business
entities highly demanded for cosmetics as well clothing. Along with, it emerged positive attitude
and perception of consumers towards facilities provided by industry leads to getting positive
feedback and effective goodwill of Dorothy Perkins. Moreover, it increases revenue at maximum
level. It improves financial position of the entity also considers as strength to face cut throat
competition. Therefore, sustainability of goods and services in market remains effective to
maintain positive brand image. Including this, it is recognized that loyal consumers of the firm
demanded for particular products supplies by industry, which impacts profitability and long term
sustainability of fashion company.
Hence, it is concluded that social media marketing plays great role in advertising and
development of products at large scale. It impacts to create awareness of society and community
regarding clothing and branded cosmetics of Dorothy Perkins. Moreover, firm also advertises
goods and services through online marketing in which advertisement is done through email,
various social networking sites and Facebook. It resulted to fascinate users for designer clothes
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and qualitative cosmetics demand at high level. Thus, customers increasing in productivity and
profitability presents effective brand image of goods and services. Including this, loyalty towards
products builds and constant customer satisfaction is gained. It can be concluded from the
analysis of the primary data that Facebook is considered as the social media website which is
being used by the customers. It has been assessed that by means of social media website such as
Facebook customers can effectively gain the information that can be used in order to carry out
the work performance in an effective manner.
Objectives 2: To assess the effectiveness of social media marketing in enhancing business
performance.
As per the investigation and implementation of strategic plans, it is concluded that social
media marketing plays effective role in expansion of business performance. It includes customer
satisfaction and profit earning capability of the fashion industry- Dorothy Perkins. Therefore,
market research through secondary data collection generates idea to improve efficiency of the
organization. Performance of transaction activities indicates to grow at higher level and branded
products are demanded by users at large scale. Including this, it is also determined that addition
of new customers are increases and therefore feels comfort with clothing and cosmetics. It
resulted to increment of loyalty and also positive feedback arises. Moreover, attractive sites
including newspaper, magazines, TV, radio are effective to implement brand position in market.
It is concluded that effective idea generates for further transaction of resources. Similarly,
optimum utilization of production and distribution is obtained.
In addition to this, fashion industry grows effectively as per analyses each and every
department of the organization. Therefore, advertisement is interrelated with other departments
like marketing, research and development, Human Resource department and overall transaction
related departments which plays great role in sustainability of the firm. Thus, coordination of all
departments creates healthy and effective environment to face highly competency and remains
able to sustain its position in market for long term stability of Dorothy Perkins. It has been
explored from the study that social media is reliable and relevant tool for attaining quality
product. This is because it has been believed that social media is effective in providing the
information that is needed by an individual. Further authentic information is offered regarding
the quality of the product through the means of social media. It has been explored from the
45

analysis of the information gained through primary research that individual makes use social
media in order to gather information. This is due to the reason that it is considered as appropriate
tool that helps in attaining greater amount of information that can help in day to day life. This
assist in making the life of the individuals much easier.
Thus, effective performance of fashion industry is considered effective through
increasing in productivity and product value sustainability in market. It is resulted that customers
get highly satisfied with qualities of branded clothes. Apart from this, skin care and hair care
products are also valuable to identify good position of products in competitive market. Hence,
performance of Dorothy Perkins considered attractive to maintain long term efficiency of
organization. Including this, it is recognized that fashion industry operates new branches of the
company in other area of country and also in other countries. Therefore, an effective balance
created between export and import business activity.
Objective 3: To determine the key challenges faced by Dorothy Perkins while adopting
social-media tools
According to research, it is concluded that Dorothy Perkins is able to face challenges
occurs during marketing activity. It involves activity to take risk and acceptance of new
technological changes occurs time to time. Thus, fashion industry strength its potential to
optimum balance between production and distribution of goods and services. Moreover,
organization get succeed to produce qualitative products as per anal zing proper market demand.
It remains difficult to recognize market demand but fashion industry took it as challenge and get
succeed to fulfil customer needs. However, company seeks to provide effective qualitative goods
and services for long term sustainability of goods and services.
In addition to this, Dorothy Perkins get positive feedback from users regarding qualities
and providing them comfort zone with effective services. Thus, social marketing plays effective
role for organization's good performance. Time to time, there are changes in technologies occurs
therefore, adoption of technological changes indicates produces high qualitative products as per
modern era. However, it creates awareness of society and community to build brand recognition.
Including this, negative feedback indicates to be reduces for product quality as well sustainability
of product value is determined.
46

Moreover, result is measured to meet targets related to investments and improvement of
revenue is obtained. It leads to proper utilization of resources for proper management of
organization's business activities. However, skills of employees seems to be increased to gain
effective performance therefore they remains able to coordinate, which leads to create healthy
and positive atmosphere of the fashion industry. Hence, Dorothy Perkins accepts technological
changes to produce qualitative goods and services. Thus, these play as key components to face
competency and sustainability of products in market to gain customer satisfaction at maximum
level.
5.2 Recommendations
Recommendations are considered as the most important part of study under which
different suggestions are provided to improve the performance of business. It would be effective
to Dorothy Perkins to bring innovation and creativity in its products and services so as to cater
need of different parties. At this juncture, it has been found that social media marketing is widely
used by corporation to increase the attention of buyers and retain them for longer time span.
However, there are some issues which must be focuses by business so it becomes easy to create
competitive edge in the marketplace with increased rate of return. These suggestions are
provided as follows- Provide detail information- It is the most important suggestion for Dorothy Perkins to
accomplish long as well as short term objectives of business. At this juncture, all
information related to products like clothing and cosmetics must be provided in an
appropriate manner. It would be effective for customers to get appropriate detail and
accordingly take purchase decision. This is because if wrong information is provided
during advertisement of product then by and by company loose its customers. Update the site time to time- Under this, company should also focus upon updation of
professional site so that product can be purchased in relatively less time span. Generally
some of the information are provided at the site of the business hence it is important to
update the same for creating goodwill of the business and stay competitive at the
marketplace. Updation of site make it possible to keep suppliers, customers and other
related parties informed regarding action taken by business. At the same time, social
47

media strategy should also be updated on right time so that company remain active in the
competitive marketplace. It would be effective to increase customer base. Security and privacy- This is another suggestions provided for management of Dorothy
Perkins where it becomes important to ensure proper safety of the provided information.
Here, copyright should be obtained for each and every detail given in the advertisement
so that related parties cannot copy the same (Evans, 2010). At this juncture, all associated
customer base must be safe in term of confidentiality. This aids to increase their
satisfaction level and retain them for longer time span. Furthermore, authentic
information should be provided to parties who are purchasing the products and services
offered by Dorothy Perkins. Cost effective- Cost is considered as the most important element for business so that
accordingly rate of return can be increased by business. It would be effective to cater
their need and support them business to create competitive edge in the marketplace.
Furthermore, different social media are targeted at a time so that no any information is
missed out for customers. However, cost of firm will be increased as it need s to approach
varied customers. Owing to this, company ensure to use effective methods while
selecting the appropriate mode of communication so that large mass of buyers can be
approached at a time. Better connectivity with customers- The connectivity with customers should be ensured
by Dorothy Perkins so as to increase their level of satisfaction. At this juncture, chat
option and proper responses must be provided for buyers so they can easily get their
queries resolved on right time (Michaelidou, Siamagka and Christodoulides, 2011). It
facilitates to increase sales turnover of firm because when customers will be connected
then they can effectively take decision related to purchasing product and services. Handling negative reviews- Company should focus upon handling negative review which
can be made possible by focusing upon views and suggestions provided by buyers.
However, specific customers who are highly satisfied can be asked for provide further
information regarding issues faced in delivery, quality or any other aspect of product or
service. It makes possible for Dorothy Perkins to successfully operate its business with
increased rate of return. Apart from this, corporation should work with integrate and
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reviews of customers must be taken seriously through which social media marketing
practices can be enhanced. This proves to be effective to create competitive edge of the
business in the marketplace with increased rate of return.
 Negative factors must be focused- It is the most important aspect associated with
effective practices of social media marketing through which company should not provide
misleading information to customers. At the same time, employees associated with
marketing department must be skilled and competent. It facilitates to resolve all queries
which are being faced by workforce.
49

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52

APPENDIX
QUESTIONNAIRE
FOR CUSTOMERS OF DOROTHY PERKINS UK
(Please take few minutes to provide your response. Your feedback is very much appreciated)
Demographic information
Name:
Age:
Gender:
Male □
Female □
1. For what reasons you use social media?
Entertainment □
Information gathering □
Chatting □
2. Do you believe that social media is reliable and relevant tool for attaining quality product?
Yes □
No □
3. From among the following which of the social media websites is preferred by you?
Facebook □
Twitter □
LinkendIn □
You tube □
My space □
4. What according you is the major benefit you attain from using search and social media?
To attain product information □
To engage with company □
To gain promotional items □
To achieve knowledge of brand □
To determine other firms selling same products □
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5. To what extent do you feel social media is useful for the you?
Very useful □
Kind of useful □
Don't know □
Not very useful □
Useless □
6. Do you agree with the view that social media is effective for brand awareness?
Strongly agree □
Agree □
Neutral □
Disagree □
Strongly disagree □
7. Do you think social media offers you greater convenience?
Strongly agree □
Agree □
Neutral □
Disagree □
Strongly disagree □
8. Do you agree with the statement that social media assist in creating awareness about the
marketing mix of other brands?
Strongly agree □
Agree □
Neutral □
Disagree □
Strongly disagree □
9. From amongst the following which can be the potential advantage in using social media
marketing?
Enhancement in Customer service □
Quick resolution of Feedback □
New opportunities □
54

Increasing brand awareness and loyalty □
Providing rich experiences □
24 hours customer service □
10. What is the major challenge experienced by you?
Network issue □
Inappropriate reviews □
Missing product information □
11. Have you ever taken into account that emergence of social media marketing is effective in
purchase decision making?
Yes □
No □
12. Kindly state the type of media that is being preferred by you as social media?
TV □
Radio □
Internet □
Mobile □
Email marketing □
13. Do you think social media marketing offers you greater satisfaction in comparison with
traditional marketing means?
Strongly agree □
Agree □
Neutral □
Disagree □
Strongly disagree □
14. Do you agree with the view that social media is better than any other kind of media for your
purposes?
Strongly agree □
Agree □
Neutral □
Disagree □
55

Strongly disagree □
15. Do you believe that through use of social media there is lack of control on the information
which is dispersed about the company?
Strongly agree □
Agree □
Neutral □
Disagree □
Strongly disagree □
16. Do you agree with the view that social media marketing is the cost effective means and is
less time consuming?
Strongly agree □
Agree □
Neutral □
Disagree □
Strongly disagree □
17. Would any information, be it negative or positive displayed over social media sites affects
your decision making?
Strongly agree □
Agree □
Neutral □
Disagree □
Strongly disagree □
18. Recommend effective ways through which Dorothy Perkins can enhance its social media
practices?
______________________________________________________________________________
____________________________________________________________________________
56