Impact of Social Media Marketing on Brand Image: A Study on Samsung

This research proposal evaluates the impact of social media marketing on the brand image of Samsung. It covers the concept of social media marketing, brand image, and the effect of social media marketing on the brand image of organizations. The research methodology includes an inductive approach, survey strategy, and thematic analysis. The study aims to recommend effective social media marketing strategies to enhance the brand image of Samsung.

RESEARCH PROPOSAL

Table of Contents
TASKS.............................................................................................................................................3
1. Introduction..................................................................................................................................3
Background..................................................................................................................................3
Aim..............................................................................................................................................3
Objectives....................................................................................................................................3
Limitations...................................................................................................................................4
Scope............................................................................................................................................4
2. Literature Review........................................................................................................................4
Theme 1: Concept of social media marketing.............................................................................4
Theme 2: Concept of brand image for organizations..................................................................5
Theme 3: Effect of social media marketing on the brand image of organizations.....................6
3. Research Methodology................................................................................................................6
Research Approach......................................................................................................................6
Research Strategy........................................................................................................................7
Data Collection............................................................................................................................7
Sampling......................................................................................................................................8
Data Analysis...............................................................................................................................8
4. Statement of Ethics......................................................................................................................9
5. Timeline.....................................................................................................................................10
REFERENCES................................................................................................................................1
APPENDIX......................................................................................................................................2
Questionnaire...............................................................................................................................2

TASKS
1. Introduction
Background
Advertising the products and services of a business organization has become a major
problem for any business to generate awareness about their products and services in the industry.
The technological advancements overtime have led to the creation and popularity of social media
marketing which is an effective marketing tool used to amplify the reach of businesses in the
industry. It has become significant for businesses in the contemporary business environment to
focus on their marketing methods in order to get better response from the customers and gain
their interest (Arrigo, 2018). A major issue arises for the businesses to manage their marketing
methods which are necessary for building better relationships with the customers and increasing
their overall interest in the business practices.
Traditional methods of promotion like advertisements in newspapers TVs and radios etc.
do not provide the convenience to gain effective feedback of the customers. On the other hand
social media marketing is direct and helps in facilitating the interaction between customers and
the business which is necessary to grow. The promotional activities of a business on social media
have a significant impact which can go in or against the favour of the business at any point of
time. An instant response can be gained by businesses through these platforms which can be
beneficial for them to enhance their sustainability in the industry.
For the purposed research, Samsung is chosen as it is one of the largest producer of
electronic devices in the global business environment. The organization produces a wide range of
customer friendly electronic products which are trusted by the consumers all over the world. It is
a South Korean company which has a significant market share in the industry and operates in
many countries for gaining better advantage in the industry. Various promotional activities are
conducted by the business which will be analysed in this research in order to get an idea of their
impact on the brand image of the business.
Aim
To evaluate the impact of social media marketing on brand image of the organization: A
study on Samsung.
Objectives
 To understand the concept of social media marketing.

 To analyse the significance of brand image for organizations.
 To investigate the effect of social media marketing on the brand image of Samsung.
 To recommend effective social media marketing strategies to enhance the brand image of
Samsung.
Limitations
Limitations are referred as the flaws or shortcomings which have a negative impact on
the overall research and reduces its capability to produce better quality of output. The major
limitations may arise in this research due to unavailability of appropriate resources, small sample
size and flawed methodology. These aspects may be responsible for the less effective results
which are found under this research. Appropriate strategies will be used by the researcher in
order to minimize the affects of this research in order to increase the productivity of the topics
discovered. With the help of these effective strategies, the researcher will be able to identify the
correct measures which are necessary for nullifying the influence of these aspects.
Scope
The current research will cover the impact of social media marketing on brand image of a
business in the industry. It will highlight the key elements of this marketing tools which have a
certain effect on the interest of customers towards the products and services which are offered to
them by the organization. This research will also provide various recommendations which can be
adopted by the organization to make effective changes in their business environment and
increase their trust among the customers. The main purpose of this research is to evaluate the real
reasons due to which marketing through social media platforms has become significant for
businesses to stay relevant in the industry.
2. Literature Review
Theme 1: Concept of social media marketing
According to Lal and et.al. (2020), social media marketing is a marketing tool which is
used by people to share their thoughts and opinions through posts on stories on their social media
accounts. People are able to gain knowledge of critical and useful information around the globe
with the help of this marketing tool. It is also helpful for businesses to share their advertisements
and promotional posts on these platforms in order to gain better response from the customers. By
using different social media platforms, businesses are able to enhance their market reach which

is helpful for them to grow. They are able to target a wide range of customers from different
regions which plays a vital role in increasing the effectiveness of the promotional capability of
the business. It has gained massive popularity in the current business scenario as maximum
organizations are trying to apply the principles of social media marketing in their business which
is crucial for them to attract more customers towards their business practices.
Arora and Sanni (2019) further stated that evolution of the marketing methods have
increased the overall success of organizations to engage the customers towards the products and
services which are being offered to them to provide them with appropriate satisfaction. It has
become crucial for businesses in the current business scenario to update their marketing methods
in order to make effective changes in their promotional strategies. The users are consistently
active on these social platforms nowadays which is helpful for the business to gain better
advantage and provide them with better satisfaction levels to grow in the industry.
Theme 2: Concept of brand image for organizations
As per the views of Arrigo (2018), brand image of a business is the perception of
customers towards a brand which is a based on their interactions with the business through
different mediums. It is developed in the mind of consumers which is based on their experiences
with the products and services that are offered by the businesses. Brand image of any company
cannot be created overtime rather it is formed automatically with the interest and trust of
customers in the offerings which are provided by an organization to them. It is crucial for
organizations to understand the relationship of social media marketing in the contemporary
business scenario for improving the overall image of a brand in the industry. It plays a vital role
in creating better opportunities for the businesses to expand their services into new markets for a
better run in the market. Effective brand image of an organization in the industry reflects its
influence upon their customers. This concept also helps a business to maximize the quality of
customer satisfaction provided to the customers in order to gain better competitive advantage.
By Bilgin, (2018), there are different aspects which can be beneficial for a business to
build an effective brand image in the industry. The consistency of a business to post content on
their social accounts and handling them with better efficiency is one of the most important factor
which is referred as crucial for achieving growth in the competitive business environment. The
feedbacks given by consumers through several social media platforms is beneficial for

organization to resolve their issues and doubts about the products and services which are offered
to them by the business.
Theme 3: Effect of social media marketing on the brand image of organizations
According to Lin, Lin and Wang, (2021), social media is referred as the most productive
platform for increasing the visibility of the organization among the potential customers in the
market. It has an indirect but a significant impact on the overall brand image of business in the
industry as customers are highly active on these platforms nowadays. A wrong information or
controversy can affect the goodwill of an organization which is not beneficial for it to stay
sustainable in the market. Companies try to reduce the possibility of these issues by making
effective changes in their strategy and displaying a positive image of their business in the
industry. With the help of this factor, businesses are able to establish better brand equity among
their customers which is an important factor in their overall growth.
Lal and et.al. (2020) stated that social media marketing is the new way of circulating the
information of products and services offered by a business and creating better awareness among
them which plays a significant role in their growth. Businesses are able to build better
relationships with the customers and gain their trust which is crucial for them to grow and
achieve better success in the industry. By using different social media marketing techniques,
businesses can engage their customers towards buying their products and services which is
crucial for them to gain better competitive advantage. It is cost effective marketing technique as
the traditional marketing methods like advertisements in TV, newspaper and radio requires more
capital and time to be invested. This may explain the effectiveness of social media marketing in
connecting with the customers and increasing their overall interest in the products and services
offered to them for their convenience.
3. Research Methodology
Research Approach
Research approach are referred as the plans and procedures which are used under
research to collect, analyse and interpret information which is necessary to enhance the quality
output. Inductive and deductive are the two main research approaches which are used by
researchers in order to evaluate the real information from the available raw data. Inductive
approach is adopted where a completely fresh theory is applied on the topic of research for
coming at a new outcome which is helpful for better analysis. The deductive research approach

majorly focuses on the existing theory for coming at a desired quality of outcome by the
researcher.
In the present research on Samsung, Inductive approach will be used by the researcher to
evaluate the results on the basis of qualitative data. With the help of this approach, the opinions
and experiences of the respondents are analysed in order to form appropriate conclusions which
are crucial for gaining better advantage (Roy and Uekusa, 2020). It is beneficial for finding the
actual reason of the issues which take place and are considered as helpful for them to grow. This
research approach creates better opportunities for the researcher to contemplate each and every
aspect closely and make informed decisions which are based on these perceptions.
Research Strategy
Research strategy is referred as the plan of action which is used in order to provide a
direction to the research that is being undertaken in order to come at a conclusion. Case study,
action research, survey etc. are different types of research strategies which are used in the
research strategies.
In the present research, Survey strategy will be used. This is an effective strategy of
collecting samples and gaining different opinions and suggestions of the respondents (Rong and
et.al., 2020). With the help of these responses, the researchers will be able to gain better
knowledge of the key aspects which is necessary for evaluating different concepts which are
related to the topic. There are several questions which are asked under a survey from the
participants who willingly take part through instruments like questionnaire for making their
contribution to the study.
Data Collection
Data collection is known as the process of gathering and recording data which is related
to a specific topic to analyse its overall influence. Primary and secondary are the two data
collection methods which are useful for gathering information. Primary data collection explains
that the information is gathered directly from different interviews and surveys which is beneficial
for getting individual knowledge (Hensen and et.al., 2021). Secondary data is the information
which is taken from different trusted sources which have previously researched the topics
thoroughly and made different conclusions based on them.

In the present study, both primary and secondary data collection methods will be used by
the researcher in order to maximize the effectiveness of the results which are evaluated by it. For
primary data collection, questionnaire will be used as an effective research tool which consists of
various questions and options related to the topics. Literature is a collection of data which is
published in different journals and books which will be taken for secondary data collection under
this research.
Creation of data-collection plan, identifying data sources and collecting data will be the
steps which will be used in this research to identify the appropriate information about the topic
and enhance the effectiveness of the study.
Sampling
Sampling is referred as the method of recording the observations which are taken from a
specific group of population for further analysis. Random and non-random are the two types of
sampling methods which are used by researchers (Haoxiang and Smys, 2021). Under random
sampling, respondents have equal opportunities to be chosen as a sample while non-random
sampling considers a biased system of selection.
Customers of Samsung will be the research population. From this, sample of 30
respondents will be selected by using Simple random sampling method. They will be provided
with the questionnaire for recording their responses for evaluating the concepts in the study.
Random sampling method will be chosen in order to provide each and every participant with
equal opportunities to give their opinion about the questions asked to them. There can be
different access issues which can arise with the respondents such as unavailability of time, trust
issues etc. which can have a negative impact on the results. These issues will be solved by the
researcher by establishing a transparent system of recording the responses of the participants and
providing them with the due information and support.
Data Analysis
Data analysis is known as the process of modelling, cleaning and transforming raw
information for enhancing the decision making process of research. Qualitative and quantitative
are the two methods of data analysis which are used for evaluation of topics. Qualitative method
includes thematic analysis of the data that provides the knowledge of patterns and themes which
are related with the subject (Gottlieb and Oudeyer, 2018). The statistical analysis of data is
included in quantitative research method which is used gaining factual knowledge.

In this research on Samsung, the thematic analysis will be used by the researcher in order
to analyse the data for understanding different opinions and suggestions which provides an
appropriate meaning to the study. The reliability and viability of data analysis will be ensured by
using latest sources of information to analyse the data properly. No alterations will be made in
the available data to maintain the effectiveness of the actual information which is provided.
4. Statement of Ethics
Unavailability of time with respondents is a major issue which will be considered by the
researcher by connecting with them personally and providing them with the questionnaire
through personal email. There may be trust issues with several respondents which can increase
their disinterest in the study. These aspects will be tackled appropriately by the researcher by
providing appropriate information to the participants and increasing their interest in the research.
The researcher will take due permissions from the organization in order to conduct their
research fairly and completing their responsibility to conduct appropriate practices (Hancock,
Naaman and Levy, 2020). Each and every detail of the information will be provided to the
organization for providing them with better benefit. Consent of the participants will be taken by
the researcher for establishing trust and increasing the efficiency of the research. The responses
of participants will not be shared with any other party to establish trust between both the parties.
The participants will be given the right to withdraw their response if they are not comfortable
with the data collection and analysis process. Management of data security will be considered by
recording the collected information in cloud based software to ensure safety of the responses.

5. Timeline

REFERENCES
Books and journals
Arora, A.S. and Sanni, S.A., 2019. Ten years of ‘social media marketing’research in the Journal
of Promotion Management: Research synthesis, emerging themes, and new
directions. Journal of Promotion Management. 25(4). pp.476-499.
Arrigo, E., 2018. Social media marketing in luxury brands: A systematic literature review and
implications for management research. Management Research Review.
Bilgin, Y., 2018. The effect of social media marketing activities on brand awareness, brand
image and brand loyalty. Business & management studies: an international
journal. 6(1). pp.128-148.
Gottlieb, J. and Oudeyer, P.Y., 2018. Towards a neuroscience of active sampling and
curiosity. Nature Reviews Neuroscience. 19(12). pp.758-770.
Hancock, J.T., Naaman, M. and Levy, K., 2020. AI-mediated communication: Definition,
research agenda, and ethical considerations. Journal of Computer-Mediated
Communication. 25(1). pp.89-100.
Haoxiang, W. and Smys, S., 2021. Big data analysis and perturbation using data mining
algorithm. Journal of Soft Computing Paradigm (JSCP). 3(01). pp.19-28.
Hensen, B. and et.al., 2021. Remote data collection for public health research in a COVID-19
era: ethical implications, challenges and opportunities. Health Policy and
Planning. 36(3). pp.360-368.
Lal, B. and et.al., 2020. Return on investment in social media marketing: Literature review and
suggestions for future research. Digital and social media marketing, pp.3-17.
Lin, Y.H., Lin, F.J. and Wang, K.H., 2021. The effect of social mission on service quality and
brand image. Journal of Business Research. 132. pp.744-752.
Rong, S. and et.al., 2020. The mechanisms and treatments for sarcopenia: could exosomes be a
perspective research strategy in the future?. Journal of cachexia, sarcopenia and
muscle. 11(2). pp.348-365.
Roy, R. and Uekusa, S., 2020. Collaborative autoethnography:“Self-reflection” as a timely
alternative research approach during the global pandemic. Qualitative Research
Journal.

APPENDIX
Questionnaire
Q1. Do you think social media marketing is important for business to improve its brand image?
 Yes
 No
 Not Sure
Q2. Does organizations share information of their products and services on social media
accounts?
 Yes
 No
 Not Sure
Q3. What is the relationship of brand image with the overall productivity of a business in the
industry?
 Positive
 Negatively
 Both
Q4. What is the major challenge which is faced by organizations to promote their products and
services on social media platforms?
 Expenses
 Time taking process
 Hate comments
 All of the above
Q5. Have you ever seen an advertisement on any social media platform which have attracted you
towards making purchase decisions?
 Yes
 No
 Not Sure
Q6. What is the major reason for effectiveness of social media marketing in improving brand
image?
 Better reach
 Customer feedback

 Interaction with customers
 All of the above
Q7. As per your opinion, does social media marketing provides better tools and techniques than
traditional marketing methods?
 Yes
 No
 Not Sure
Q8. Do you believe that through regular posts on social media, engagement of the potential
customers can be increased?
 Yes
 No
 Not Sure