This research proposal aims to examine the role of social media in marketing for the retail industry of UK, with a study on Sainsbury's. The proposal includes a literature review on the different channels of social media and their role in customer interaction, the role of social media marketing for Sainsbury's in attracting and retaining customers, and the challenges faced by Sainsbury's in absence of social media marketing. The methodology includes sampling and data collection, and the findings suggest that social media is a major tool that can be used by businesses to manage their market presence and increase profitability. The report concludes that social media can be used to communicate with customers and increase market belongingness, and future research can be conducted using qualitative methods.
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