Importance of Social Media Marketing for Retail Organizations: A Study on Marks & Spencer

CW1 Scope of Research Plan
(To investigate the importance of social media marketing and its
impact over promoting products & retaining customers of retail
organisation)

Contents
INTRODUCTION...........................................................................................................................3
PRELIMINARY LITERATURE REVIEW....................................................................................5
Concept of social media marketing within retail industry......................................................5
Methods of social media marketing used by Marks & Spencer to promote products and retain
customers................................................................................................................................5
Impact of social media marketing on the retention of customers and promotion of the products
................................................................................................................................................5
Research Aim.........................................................................................................................6
Research Questions................................................................................................................6
Research Objectives...............................................................................................................6
Research Rationale.................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Social media marketing has great significance and plays a very vital role in improving the
company performance and productivity in the competitive market. It is mainly defined as the
effective use of social media on which the company share information for building organisation
brand, enhancing sales and driving high traffic on the website (Chen and Qasim, 2021). It also
helps in engaging existing customers within the business and reaching new ones in order to gain
high growth and success in the market. Social media marketers helps in connecting and engaging
potential customers with the help platforms of social media such as Facebook, Instagram, You-
tube, LinkedIn and many more. With the help of strong and effective strategy of social media
and the ability to create an engaging content, marketers can engage large number of customers
towards the business in a more appropriate manner (Wang, 2021). This research topic is helpful
in retaining more number of customers towards the business so that they achieve high
profitability and revenue within the competitive business environment (Shen, 2022).
Figure 1: (Number of Marks and Spencer's Facebook followers in the United Kingdom between
August 2010 and August 2015)