Importance of Social Media Marketing in an Organisation - Research Methodologies

This report highlights about the importance of social media on customer purchasing behaviour. It includes the background of the information, literature review, time scale and research methodology which results in analysing and collecting data.

Research Methodologies
( Importance of social media
marketing in an organisation)

Table of Contents
Abstract.............................................................................................................................3
Research Proposal Form....................................................................................................4
.....................................................................................................................................7
Conclusion...................................................................................................................10
Appendix.........................................................................................................................12
Research Ethics Approval Form...................................................................................12

Abstract
The below report highlights about the importance of social media on customer purchasing behaviour. Social
media helps the organisation now a days in attracting and retaining customers for long run. This report
highlights about the background of the information, literature review, time scale and research methodology
which results in analysing and collecting data.

Research Proposal Form
Section One: Research title, aim, objectives, questions
Title or working title of research project
(in the form of a research aim, objectives and/or questions)
Title : Importance of social media marketing in an organisation.
Background of the information
Social media sites are now a days most important in the organisational because this helps the organisation.
As these social media sites are impacting a huge on customers purchasing behaviour in various ways.
There are various online networking sites which could impact customer purchasing behaviour. These are
Twitter, Instagram, Facebook, you tube etc. As these helps the organisation in posting various features and
attract customer towards there latest post and updates features coming in the brand. In today world. Social
media is becoming more important and strong for making a useful tool by making customer buying
decisions. Social media marketing is the most important tool on every type of advertising. This helps the
organisation in increasing number of sellers. The main objectives of this study is how this social media
affecting the final customer behaviour among the person who is mostly using social media sites (Al
Khasawneh, Abuhashesh, and Alshurideh, 2021). There are various importance of social media sites such
as it helps the organisation in engaging customers towards their brand, then it helps the organisation in
interacting with the customers through chatting process and solve their issues as well. By replacing the
other digital media channels, company is mostly using social media channel in order to enhance customers
towards their brand and increase their selling as well. This report is based on the organisation called The
very group. This is the multi brand online retailer and finance service provider in UK. It was founded in
the year 2005. the products in which company deals is clothing, electronics, home-ware, jewellery and
furniture. As company is a online retailer so they have to make effective strategies of social media in order
to develop their brand awareness. As they are make use of several social media channels in order to
develop their customers awareness about particular products and services. They are making use of
Facebook, twitter and other media channels in order to promote their products and services. This report
consist of research rationale and aims and objectives. Then it consist of literature review and research
methodology in order to see various methods used for collecting of data and information.
Research aim: “To identify the importance of social media marketing over customer purchasing
behaviour. A study on The Very Group.”
Research project objectives

 To analyse the importance and role of social media marketing on the customer purchasing behaviour.
 To determine various social media marketing strategies used in The very group to enhance customer
purchasing behaviour.
 To examine the challenges faced by mangers of The very group at the time of implementing social
media marketing strategies.
Research Project questions
 What is the importance and role of social media marketing on the customer purchasing behaviour.
 What are the various social media marketing strategies used in The very group to enhance customer
purchasing behaviour.
 What are the challenges faced by managers of The very group at the time of implementing social
media marketing strategies.
Section Two: Reasons for choosing this research project
Reasons for choosing the project
The rationale of choosing this project is that this social media marketing is one of the most important marketing
techniques used by organisation now a days to enhance their customers as well as to attract them towards brand
products and services. Social media marketing is the marketing is the marketing which helps them the organisation in
promoting their brand through social media platforms. This research is important to conduct because this will helps
the researcher in getting to know about social media strategies used in The very group. As while conducting this
researcher will be able to gain more knowledge and enhance his skills as well (.Al-Abdallah, Khair, and Elmarakby,
2021). Some of the skills which could be enhanced by researcher are communication skills, decision making skills,
time management skills etc. as these skills will helps the researcher in collecting the data and information through
various sources. The researcher is finding this topic more useful because this helps them in enhancing their personal
and professional development. As in context with personal development, the researcher will be able to enhance their
knowledge and understanding through communicating with various other respondents. And in context with
professional development, the researcher will be able to enhance their communication skills and other skills as well. As
researcher is making use of primary and secondary sources. Primary information is collected through questionnaire
survey and secondary source of information is collected through literature review which provides in depth knowledge
about a particular topic.
Section Three: Literature sources searched
Use of key literature sources to support your research aim, objectives and/or questions:
The importance and role of social media marketing on the customer purchasing behaviour.
From the views of .Alamäki, and Korpela, (2021) Social media marketing is the process promoting brand

through various social media sites such as Facebook, twitter, Instagram and other websites. As these
helps the organisation in making aware about their products and services in most effective manner. This
is regarded as social media platform which is powered by social communication. Then it consist of two
way communication in which an organisation could be able to connect with its customers effectively. As
through these social media websites, customers will be aware about the company products and services
offered by them and by this their purchasing power impacts. As if they see more products are bing
popular of the company then this could be resulting in more purchasing of that product. Today
technology is implementing a larger contact between the brand. So this social media platforms allows
people to communicate better with the customer and solve their issues and problems as well. It is method
which helps in making attention of the people towards the brand.
According to Balio, and Casais, (2021) As there are some of the factors which could be able to impact the
customers buying behaviour. Such as reviews from influencers- as social media platforms includes
followers and reviews of the post and the page of a given brand. As if people finds true and reliable
information about the brand and finds good reviews of the products then they move forwards to that
brand only. Then next is brand social media presence- it is not enough to sell the products and services
on online basis. But the brand should be stand out in the social media platform in effective manner and
should have the followers who are liking their products and services. So if the brand is having more
followers and reviews are best then customers get more attracted towards there products and this results
in purchasing more products from that brand. Further, there can be various importance and role of social
media strategies in the organisation is that it creates high quality of content and build a effective
relationships with customers as well. By this customers will be able to chat with the executives of the
company and this results in increasing a relationship with customers as well and solving their issues and
problems related to the products services.
Various social media marketing strategies used in The very group to enhance customer purchasing
behaviour.
According to Edeh, Quttainah, and Awoke, (2021) There can be various social media marketing strategies
which are being used in the organisation in order to enhance the customer towards their purchasing
behaviour. Some of the social marketing strategies used in the organisation are using of chatbots- this is
the digital tool now a days to communicate better with customers and resolve their problems as well. As
this is regarded as the platform which is most comfortable to the customer in order to interact with the
brand through social media. As this tool allows the user to can answer to customers questions, integrating
with major payments from customers, allow to take orders from Facebook messenger and also it does not
allow coding knowledge. Another social media marketing is sued in the organisational is creating an
effective content marketing strategy- as content writing is the most essential form of marketing which an
organisation is doing now a days. High quality of content will brings more customers towards their brand
and attract more targeted audience as well. Next is Running cross channels campaigns- as for engaging

customers towards their products and services. Companies are running campaigns virtually which could
attract people more and helps them in attracting more people. As if an emotional content is made then
this could be connected to the customers. This campaign includes engaging story, unique and memorable
hashtags, linking back to the landing page (Ertemel Civelek, and Çemberci, 2021). In context with The very
group, they are the online retailer, so they are using various social media websites which they have to
work accordingly. As company is using Twitter and Facebook in order to promote their products and
services. This helps them in engaging more with the customers and getting regular review which could
results in attracting more audience so that there could be increase in purchasing power of customers as
well.
Challenges faced by mangers of The very group at the time of implementing social media
marketing strategies.
From Karakurt, and Bayram, (2021) There could be various challenges that are to be faced by managers of
the organisation in order to implement social media marketing in business environment. These
challenges could be lack of sufficient time to discover the creative content for the brand- this can be the
biggest challenges faced by organisation in order to implement the social media strategy. As of there is
no creative and unique content to be shown to the customers then they could not be able to gather more
audience. Creative content needs some time to bring more new ideas. Then next challenge could be faced
by employers is staying up to date on latest trends- as this can be the next challenges because of the
managers are not following the latest and current trends and not being able to post on regular basis. Then
this could be results in disengagement of the people towards the brand and they could not even focus on
that. Next is limited budget of social media- as this can be the next challenge for the managers because
they have to decide the budgets which is to be set for the social media strategies used in the organisation.
As if there is a less budget then this could become a challenge for the mangers and a brand both. In
context with The very group, the mangers are facing certain challenges while using social media
strategies such as setting the budget, and balancing daily task, selection of appropriate social media
strategy. As this could become a challenge for them and resulting in creating a big issues (Kemp, Anaza,
and Min, 2021). There can be various other issues like ROI on social media, in this paid social advertising
and influencer promotion is to be calculated. And tracking of the social; media engagement with the
customers is to be seen. This can become an issue for the organisational and manger needs to considered
them while using social media strategies.
Section Four: Activities and timescales
Activities to be carried out during the research project
(e.g. research, development and analysis of ideas, writing, data collection, numerical analysis, tutor

meetings, production of final outcome, evaluation, writing the report):
How long this will take:
Milestone one: LO2
Target date (set by tutor): 16/01/2020

Milestone two: LO3
Target date (set by tutor): 24/01/2020
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use and why? What your areas of research
will cover:
The research methodologies are those methodologies which helps the investigator in collecting data and
information through various sources. This helps the investigator in achieving their aims and objectives. These
research methodologies helps in selecting of the best methods and approaches in collection of information
( .Mandagi, and Aseng, 2021). In this given research, research is making use of research onion framework. This is
discussed below:
Research philosophy: The research philosophy is the philosophy which is of two types. These are
interpretivism and positivism. Interpretivism is the philosophy is assuming the every individual is having their
own perception of their observations. Then positivism is the approach which assumes that knowledge is
independent to the subject. In this particular study, the researcher is using interpretivism philosophy which helps
in qualitative in nature. This helps the investigator in collecting of in depth knowledge about a particular topic.
Choice of methods: There are two choice of methods used in research is qualitative research and quantitative
research method of choice. In this particular study, the researcher is using quantitative information which helps
them in collecting numericals data and findings and this helps them in development of the research as well. As
in this researcher is using close ended questions in their questionnaire which helps the respondents in giving
information according to them. And this overall results in getting reliable and accurate information about a
particular topic that is importance of social media platforms in the organisation.
Research strategy: There are various types of research strategies which are being used in research in order to
collect data and information. These strategies are case studies, observations, literature review, surveys etc. as in
this particular research, the investigator is using survey and literature review for collecting data or information
in effective manner ( Moslehpour, Ismail, and T. Negash, 2021). This survey is conducted between respondents and
this helps the researcher in getting accurate information and reliable information about a particular task and a
topic as well. On the other hand, literature review is conducted for getting in depth knowledge about a particular
field and topic.
Data collection : Data is to be collected through various sources. These are primary and secondary source of
data. Primary data source is used to numerical data and tables. Secondary information is collected for getting
theoretical information about a particular topic. In this particular research, the researcher will be able to collect
data and information through both of the sources. As in context with primary information, the data is collected
through questionnaire survey which consist of tables and graphs and frequency. At last there could be
interpretation made for that. In context with secondary information, data is collected through literature review
which consist of different articles and books etc. primary source of information is providing reliable and

accurate information about a particular topic. Whereas on the other hand, secondary data sources are less costly
as compared to primary data sources.
Sampling: The sampling is the process of selecting a sample from large group of population. The sampling
method which is being used in this research is probabilistic sampling. As in context with probabilistic sampling,
the researcher is using random sampling so that there could not be any of the biasness among population and
selecting of the sample as well (Nguyen, and Ngo, 2021). The selected sample in context with this research is
about 30 samples who are the respondents and employees of The very group organisation. These respondents
are to be filled with the questionnaire form to gather information about a particular topic. As there could not be
any type of biasness and information is to be collected effectively for getting accurate results.
Data analysis: data should be analyse in this given research report is through questionnaire survey and
frequency table. This consist of tables, charts and graphs which helps the investigator in collect reliable data and
information. The data is to be analysed in various methods in this research. As through frequency table, the
respondents are given appropriate results and helps in getting interpretation regarding the topic chosen that is
importance of social media marketing in the organisation. This helps the researcher in getting accurate results
and findings.
Ethical issues: The ethical issue which is to be followed by researcher is that researcher should be bale to keep
secrecy of the information which is collected through questionnaire. This could not be disclosed to the third
party. The informational d data is to be kept secret and should be stored in the computer or at the storing
documents. The researcher should respect all the results which are coming from respondents and should follow
all the ethical rules. The information collected from various sources should be relevant and it could not be fake
as well.
Reliability and viability: the information which is to be collected by the researcher is reliable because the
objectives achieved in the researcher could be effective and could be easily understood by the respondents
(Pang, 2021). This reliability helps the researcher in ach9oeving the objectives in most effective manner. The
topic is importance of social media marketing could be able to helps the research in getting viable information
from their respondents. Further, the use of primary and secondary information results in getting reliable and
viable information and use of articles and books provides effective information.
Conclusion
From the above report proposal, it is concluded that social media is most essential or the organisation in order
to promote their brand and products and services. It is important to have social media marketing which helps in
promoting brand and products. There are various social media marketing channels such as Instagram,
Facebook etc. which helps in attracting customers and impacting their customer buying behaviour.
References
Al Khasawneh, M., Abuhashesh, M., Ahmad, A., Masa’deh, R. and Alshurideh, M.T., 2021. Customers Online
Engagement with Social Media Influencers’ Content Related to COVID 19. The Effect of Coronavirus
Disease (COVID-19) on Business Intelligence, 334, p.385.

Al-Abdallah, G., Khair, N. and Elmarakby, R., 2021. The Impact of Social Networking Sites on Luxury
Vehicles Purchase Decision Process in Gulf Cooperation Council Countries. Journal of International
Consumer Marketing, pp.1-19.
Alamäki, A. and Korpela, P., 2021. Digital transformation and value-based selling activities: seller and buyer
perspectives. Baltic Journal of Management.
Balio, S. and Casais, B., 2021. A content marketing framework to analyze customer engagement on social
media. In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business
(pp. 320-336). IGI Global.
Edeh, F.O., Quttainah, M.A., Badrulzaman, S.N.S., Kee, D.M.H., Zamri, S.M., Mahmud, T.T., Shafiee, S.S.I.
and Awoke, V.C., 2021. Factors Contributing to Online Purchase Intention amongst Malaysian
Consumers: A Case of Lazada. International Journal of Accounting & Finance in Asia Pasific
(IJAFAP), 4(2), pp.33-45.
Ertemel, A.V., Civelek, M.E., Eroğlu Pektaş, G.Ö. and Çemberci, M., 2021. The role of customer experience in
the effect of online flow state on customer loyalty. Plos one, 16(7), p.e0254685.
Karakurt, N. and Bayram, P., 2021. Analysis of factors influencing consumer’s purchase intention in social
commerce: The mediator role of trust. International Journal of Data and Network Science, 5(3),
pp.351-360.
Kemp, E., Porter III, M., Anaza, N.A. and Min, D.J., 2021. The impact of storytelling in creating firm and
customer connections in online environments. Journal of research in interactive marketing.
Mandagi, D.W. and Aseng, A.C., 2021. Millennials and Gen Z’s perception of social media marketing
effectiveness on the festival’s branding: The mediating effect of brand gestalt. ASIA PACIFIC SOCIAL
SCIENCE REVIEW (APSSR).
Moslehpour, M., Lewi, S., Kurniawati, D., Ismail, T. and T. Negash, Y., 2021, February. The Influence of
Social Media Marketing on Voter's Intention in Indonesia. In 2021 7th International Conference on E-
Business and Applications (pp. 212-218).
Nguyen, T.B.T. and Ngo, H.Q., 2021. Factors Affecting Customer Engagement In Social Media: A Case Study
Of Costume Rental Service In Vietnam.
Nilashi, M., Asadi, S., Minaei-Bidgoli, B., Abumalloh, R.A., Samad, S., Ghabban, F. and Ahani, A., 2021.
Recommendation agents and information sharing through social media for coronavirus outbreak.
Telematics and Informatics, 61, p.101597.
Pang, H., 2021. Identifying associations between mobile social media users’ perceived values, attitude,
satisfaction, and eWOM engagement: The moderating role of affective factors. Telematics and
Informatics, 59, p.101561.
Shukla, S. and Dubey, A., 2021. Celebrity selection in social media ecosystems: a flexible and interactive
framework. Journal of Research in Interactive Marketing.
Comments and agreement from tutor
Comments (optional):

I confirm that the project is not work which has been or will be submitted for another qualification and is
appropriate.
Agreed: (date)
Appendix
Research Ethics Approval Form
All students conducting research activity that involves human participants or the use of data
collected from human participants are required to gain ethical approval before commencing their
research. Please answer all relevant questions and note that your form may be returned if
incomplete.
For further support and guidance please see your respective Unit Tutor.
Before completing this form, we advise that you discuss your proposed research fully with your
Unit Tutor. Please complete this form in good time before your research project is due to commence.
Section 1: Basic Details
Project title: Importance of social media marketing in an organisation.
Student name: ...................................................................................
Student ID number: ...................................................................................
Programme: ...................................................................................
College: ...................................................................................
Intended research start date: .01/07/2021............................................
Intended research end date: ............20/10/2021................................
Section 2: Project Summary
Please select all research methods that you plan to use as part of your project:
Interviews:  Questionnaires:  Observations:  Use of Personal Records: 
• Data Analysis:  Case Study:  Survey:  Narrative Enquiry: 
• Other (please specify):

....................................................................................................................................................................
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants? Adults: 
How will participants be recruited (identified and approached)?
By using random sampling method, 50 staff members of company will be recruited.
Describe the processes you will use to inform participants about what you are doing:
Through e-mail or questionnaire
How will you obtain consent from participants? Will this be written? How will it be made clear to
participants that they may withdraw consent to participate at any time?
Through questionnaire instrument investigator can obtain consent from selected participant
in easy manner. As it will be written in the form.
Studies involving questionnaires / interviews: Will participants be given the option of omitting
questions they do not wish to answer?
Yes:  No: 
If No please explain why below and ensure that you cover any ethical issues arising from this.
Studies involving observation:
Confirm whether participants will be asked for their informed consent to be observed.
Yes:  No: 
Will you debrief participants at the end of their participation
(i.e. give them a brief explanation of the study)?
Yes:  No: 
Will participants be given information about the findings of your study?
(This could be a brief summary of your findings in general)

Yes:  No: 
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with Data Protection Act
(2018) Yes:  No: 
Who will have access to the data and personal information?
Research
During the research: Where will the data be stored?
Research
Will mobile devices such as USB storage and laptops be used? Yes:  No: 
If yes, please provide further details: After the research: Where will the data be stored?
How long will the data and records be kept for and in what format? Will data be kept for use by other
researchers? Yes:  No: 
If yes, please provide further details:
Section 5: Ethical Issues
Are there any particular features of your proposed work which may raise ethical concerns? If so, please
outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise as a result of
your research. Please consider/address all issues that may apply. Ethical concerns may include,
but are not limited to the following:
• Informed consent.
• Potentially vulnerable participants.
• Sensitive topics.
• Risks to participants and/or researchers.
• Confidentiality/anonymity.
• Disclosures/limits to confidentiality.
• Data storage and security, both during and after the research (including transfer, sharing,
encryption, protection).

• Reporting.
• Dissemination and use of your findings.