CUSTOMER PERCEPTION AND SOCIAL MEDIA MARKETING: A STUDY ON MARKS & SPENCER

The assignment is based on customers' views and experiences with Marks & Spencer's (M&S) social media marketing. The questionnaire aims to gauge the level of customer satisfaction, brand image, and influence of social media marketing on purchasing decisions. Key aspects covered include: frequency of using M&S products and services, types of social media used, impact of social media marketing on purchase decisions, and the importance of maintaining a positive brand image.

Impact of social media
marketing on brand image of
business: A study on Marks and
Spencer UK

ACKNOWLEDGEMENT
I owe my deepest gratitude to my mentor who inspired and guided me with his wisdom
and knowledge. His commitment to the highest standards motivated me to carry out the entire
dissertation in the right manner. I would express sincere thanks to my family members and
friends who provided me immense support throughout the entire research work. I would also like
to thank my colleagues and team members who helped me in gathering the data for the study and
its analysis.

ABSTRACT
Social media is playing a vital role in developing brand image of the company. Easy and fast
medium is provided by social networking sites for creating brand promotions and advertisement
of business. Along with this use of social networking sites proves boon for the business and it
helps for making the consumers aware about the products and services that are offered by the
company. The present research has been conducted with the objective to assess the impact of
social media marketing on the brand image of the business. Research has been developed on the
basis of descriptive and exploratory research design.
Along with this for carrying out the study qualitative methods have been used. Two types
of data has been collected and it includes primary data and secondary data. Primary data has
been collected by preparing a questionnaire and secondary data has been collected from sources
such as books, journals, online articles and websites. Probability sampling has been used and in
this respondents have been selected through simple random sampling. Sample size for this study
is 30 consumers. Qualitative analysis of data has been done and theic technique has been used
for carrying out the study. It has been found that social media marketing plays a significant role
in developing and designing brand image of the business.

TABLE OF CONTENTS
CHAPTER 1- INTRODUCTION ...................................................................................................5
Overview......................................................................................................................................5
Research problem .......................................................................................................................6
Aims and objectives.....................................................................................................................7
Research questions ......................................................................................................................7
Dissertation structure ..................................................................................................................7
Chapter 3: Research methodology ..................................................................................................9
Introduction .................................................................................................................................9
Research philosophy ...................................................................................................................9
Research design ........................................................................................................................10
Research approach ....................................................................................................................11
Research type ............................................................................................................................11
Data collection method .............................................................................................................12
Research instrument used .........................................................................................................12
Sampling ...................................................................................................................................13
Data analysis .............................................................................................................................13
Validity and reliability ..............................................................................................................14
CHAPTER 4- DATA ANALYSIS................................................................................................15
Introduction ...............................................................................................................................15
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................38
CONCLUSION .............................................................................................................................38
REFERENCES .............................................................................................................................40

CHAPTER 1- INTRODUCTION
Overview
In today’s competitive scenario, the success of a business organization depend on
marketing to a great extent. It defines the efforts undertaken by an organization to make the
consumers aware about its products, their features, novel changes in their schemes etc. This is
essential to ensure that the existing as well as the potential customers possess updated
information about the organization (Strydom, 2015). Social media marketing has emerged as a
platform that provides various websites to the organization for efficient and wide scale
promotion of their products. It is the process through which traffic can be gained by the
organizations through the use of various social media sites. There are two platforms that are
provided by social media marketing, namely, social networking websites and mobile phones.
Social networking websites present an excellent method for the business, individuals and all
types of other organizations with which they can interact and build relationships online
(Cummins, Loe and Peltier, 2016). These sites provide the opportunity to the consumers as well
as the organizations to interact directly with each other. Mobile phone is another way through
which social media marketing can be undertaken by organizations. This is because maximum
users of social media sites have their social media accounts on mobile phones. In this way, social
media marketing enables the organizations to reach a large audience and communicate specific
details regarding its products and services (Simpson, 2013).
The present study makes an attempt to assess the impact that social media marketing has
on brand image of Marks and Spencer. It is a British Multinational retailer that utilizes social
media marketing platform for engaging with its customers. These marketing campaigns have
provided significant increase in sales to the organization. M & S utilizes Twitter and Facebook to
obtain views and opinions of the customers about its products. The consumers are encouraged to
create a story about the products on Facebook (Baldwin, 2014). In this way, the organization
realizes the importance of following customers on social media.
Customers create a unique bundle of associations regarding organizations within their
minds. This is the concept of brand image which is defined as the current view that customers
have about a brand. Various advertising campaigns that are focused on a consistent themes lead
to the development of brand image over time (Cummins, Loe and Peltier, 2016). However,
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authentication of this image takes place when customers have direct experience associated with
it. A strong brand image is considered as one of the most important factors behind attracting and
retaining more customers. It impacts the decision making process of the customers by shortening
it and thus helps in quick purchase of the products. In retail sector, brand image is of prime
importance owing to the fierce competition prevailing in the sector. Further, retail sector is also
experiencing shifts in the customer demands and preferences (Domegan and et.al., 2013). This
scenario calls for the organizations to improve their brand image so as to keep abreast with the
competitors in terms of customer base.
In the present dissertation, the impact of social media marketing on the brand image of
organizations has been assessed in the context of Marks and Spencer. The dissertation will
explore the concept of social media marketing and various aspects associated with it in detail.
Also, the concept of brand image will be analysed. Further, the social media marketing methods
used by Marks and Spencer will be identified. The dissertation will explore the ways in which
social media marketing impacts the band image with respect to Mark and spencer. Lastly,
strategies to improve brand image through social media marketing will be recommended in the
context of M & S. In order to obtain detailed information about the subject matter, an organized
approach will be adopted by the researcher. Data will be collected about social media marketing
and this will be linked to the impact on brand image with respect to Marks and spencer.
Research problem
Organizations in the retail sector employ a number of methods for marketing their
products and service. Social media marketing is one of the most used method among them. A
number of social media sites such as Facebook, Instagram, Twitter etc. are utilized by the
retailers for engaging with their customers as well as for raising awareness about their products
among large number of existing and potential customers (Kleinaltenkamp, Geiger and Plinke,
2015). However, it is important to determine the ways in which the social media marketing
methods influence customers. M & S is a multinational retailer and faces tough competition with
the other retail brands. It utilizes social media sites for refining its marketing efforts but these
need to be channelized in the right direction so as to generate positive effects on the brand image
(Simpson, 2013). In this regard, it is necessary for M & S to determine the influence of social
media marketing on consumers and the way they perceive the brand. Thus, this dissertation is
6

being carried out with the purpose of assessing the impact of social media marketing on brand
image of Marks and Spencer.
Aims and objectives
Aim: To assess the impact of social media marketing on brand image of business: A study on
Marks and Spencer UK
Following are the objectives of the dissertation:
 To understand the significance of social media marketing in modern era
 To study the concept of brand image
 To assess the ways in which social media marketing impacts the brand image of M & S
 To recommend the effective ways through which Marks and Spencer can improve its
brand image through social media practices
Research questions
For the present research, the following research questions have been formulated:
 What is the significance of social media marketing in modern era?
 What is the concept of brand image?
 What are the ways in which social media marketing impacts the brand image of M & S?
 What are the ways through which Marks and Spencer can improve its brand image
through social media practices?
Dissertation structure
A sequential pattern is required to be followed while carrying out the research. This assists in
better presentation of the research and the various aspects associated with it. The following
chapters depict the structure of the dissertation: Chapter 1: Introduction- This chapter will provide an overview of the research being
undertaken and the context of the work. The aims and objectives will be established in
the introduction chapter. Chapter 2: Literature review- In this chapter, an outline of the previous work undertaken
on the topic will be provided. The viewpoint of different authors will be critically
evaluated.
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 Chapter 3: Research methodology- This chapter provides details about the research
methods that will be adopted for carrying out the study. It provides details about, research
design, philosophy, data collection and analysis, sampling methods, ethical issues,
limitations of research and validity and reliability (Baldwin, 2014). Chapter 4: Findings and analysis- In this chapter, the data collected will be analysed by
using various techniques.
 Chapter 5: Conclusion and recommendations- This chapter will provide conclusion on
the basis of the findings obtained in previous chapter. Further recommendations will be
provided linked with the conclusion.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
 After the chapter of introduction, the most important part of dissertation, that is,
literature review (LR) is the next section. LR is considered to be the major part as here
data from various secondary sources is collected on the basis of which scholar makes the
final conclusion in an accurate and reliable manner. Literature review involves current
knowledge including substantive findings along with contribution that is theoretical as
well as methodological. Literature review is entirely based on secondary sources where
information from different books, journals of various authors, published material as well
as online articles based on the subject of study is taken and through evaluating the same,
proper conclusion and recommendations are made. Therefore, it can be said that accuracy
and relevancy of research is based on this chapter where it depends on the quality of
information collected by the researcher. Here, no original experimental work is done
every data is taken from secondary sources only. With the help of literature review,
scholar gains a lot of help to focus on the research question gain in-depth knowledge
about the same. In this chapter, available high quality data on the topic is study is
identified, appraised, selected and synthesized. Under this section, different arguments of
distinct authors are taken and evaluated on the basis of which justification and final
conclusion is made. LR involves discussion about published information on the topic of
study. It can be said that a summary of data gained from all secondary sources is stated to
which a new interpretation is given. In the present research, data and different arguments
of distinct authors will be given on the basis of assessing impact of social media
marketing on brand image of Marks and Spencer.
2.2 Significance of social media marketing
 In the words of Vinerean and et.al., (2013) in the present scenario, social media
marketing is becoming highly popular and one of the most significant marketing
strategies by which firms are gaining high assistance in gaining higher profits and
revenues and thus, it is leading to a build a positive brand image of business in the
market. Along with that, it has been seen that now-a-days, firms are able to attract a large
number of customers with the help of doing marketing on social media. Due to
emergence of globalisation, now organisations are required to operate beyond the

geographical boundaries which has become one of the main reasons to do marketing on
social media as dealing with the operations effectually at distinct locations is not possible
without the same. According to Ward, (2011) social media provides field comments,
questions as well as concerns with respect to the target audience on immediate basis.
Social media can also be taken as an important part of any content marketing plan.
Earlier, with traditional techniques, it was not possible for the marketers to reach at a
large audience within short span of time but in today’s era, they can do the same and
satisfy customers to a high extent. In the present scenario, with the help of social media,
organization is able to attract a wide audience through spreading the word with click of
button. It can also be assessed that currently, social media is having high portion of
referral traffic over the web which shows that the information given on the site is related
to brand as well as the interest of audience (Ward, 2011). Therefore, it can be said social
media marketing has a direct and huge impact on the brand image of business run by
Marks and Spencer.
 In accordance with the views of Wollan, Smith and Zhou, (2010) social media marketing
can be termed as a method through which customers can be made aware regarding social
networking portals. As in today’s globalised world, where there is intense competition in
between firms, use of technology as well as communication has also enhanced to a high
extent. With the same, buying and selling scenario of firms has modified as well as
increased at a large scale that is ultimately rendering higher profits and revenues along
with high customer base. Also, it can be critically evaluated that internet plays a crucial
role in reaching to billions of individuals around the world and offers online word of
mouth publicity that is a dominant voice even at distant reach (Wollan, Smith and Zhou,
2010). However, according to Xiang and Gretzel, (2010) firms through social media
marketing mainly focus on the efforts made for developing content to shown on the sites
as it should be done in such a way that attention of maximum audience will be easily
grabbed as well as sale of products and services of company will be increased to the
highest possible extent. For the same, social media and search engine marketing prove to
be the effective means by which traffic on the web page can be attracted and enhanced
that will lead to brand recognition and communication done by organisation with the
prospective customers (Xiang and Gretzel, 2010). Therefore, it can be said that with

effectual use of social media and through making proper efforts for marketing the
products and services of company through this means, brand image of Marks and Spencer
can be improved to a high extent.
 As per the views of Zimmerman and Ng, (2015) social media as a tool is most commonly
used by businesses in the modern era. Further, it supports company in developing
awareness in the market and in turn customers can easily know about the range of
services offered. Further, by using this tool, brand image of business can be enhanced
easily and this becomes favourable in the near future also. It can be said that with the
effectual use of social media and doing marketing with the same, firms can gain
competitive advantages over others and thus, they can stay in the competition for longer
span of time. Therefore, it shows that if company promotes its products and services with
the help of doing marketing on social media, it can stay in the market with sustainability
and enjoy the benefits for longer period of time (Zimmerman and Ng, 2015). Apart from
this, social media marketing has a wide coverage where it becomes easy for enterprise to
promote its product at the global level. However, Poole, (2011) argued that, without
using this tool, it becomes difficult for company to sustain in the market and it leads to
decline in the level of performance of firm. It is because; if firm will not be on social
media and would not use this tool for marketing, then to make customers aware with the
brand at a large scale would not be possible as well as competitiveness of business would
not be there. In addition to this, customer base will also be reduced as now-a-days,
maximum companies are using social media marketing and thus, firms that are not using
the same may have to lose their customers and other competitor firms would attract them
towards their products and services. Moreover, implementation of social media practice
is not at all costly for business and sites such as Facebook, Twitter, etc. and can be easily
used for sharing information with target market (Poole, 2011). Therefore, using social
media marketing will be helpful for Marks and Spencer as at a low cost, brand image of
business will get improved as well as goodwill of the firm would get raised.
2.3 Concept and importance of brand image
 Michaelidou, Siamagka and Christodoulides, (2011) say that the brand image is what the
people think about a brand or the manner in which customers perceive the brand that
according to them should be subjectively. It can be said that brand image in the minds of

target audience is developed and formed by the way of various brand associations which
are like attributes, benefits and attitudes. Major attributes that customers want to be in the
products and services offered by the organisation are like price, packaging as well as user
and usage imagery. Here, price is considered to be the most important attribute which is
non-product-related because of the reason that it has a direct and big relation the
perceived value and worth of brand. However, packaging and appearance of products are
also considered as non-product related attributes as they do not justify the way in which
product will perform in the market. But still, to some extent, it affects the brand image as
when packaging is attractive then many people gets attracted just on the basis of
appearance of the same (Michaelidou, Siamagka and Christodoulides, 2011). Apart from
that, user and usage imagery are created as a result of experience gained by customers
either by the way of word of mouth or through the manner in which target market is
depicted in brand advertising done by the organisation.
 Along with that, it can be critically assessed in accordance with Qualman, (2010)
consumers always want a product or service to render them functional, experiential as
well as symbolic benefits in against to the cost they spend on the same. Here, functional
benefits can refer to the advantages that prove to be helpful in fulfilling the basic needs of
people as well as by which an issue or a problems can be either removed or avoided.
However, experiential benefits state about the needs of customers like sensory pleasure,
variety and cognitive stimulation through which can be satisfied if these will be there in
the products or services offered by firm as through the same, they will get experience
about using a product or service. Along with that, symbolic benefits refer to the
functional and experiential benefits both that are not linked with the product’s attributes
but have an impact on the same (Qualman, 2010). If all these benefits will be provided by
Marks and Spencer in their offered products and services to the target customers, it will
justify that they are having a positive brand image in the market.
 Therefore, Saravanakumar and SuganthaLakshmi, (2012) says that to survive in the
market in the long run, it is highly important for the organization to run business in a way
that it will be able to create a positive as well as strong brand image so that a competitive
edge over other rivalry firms present in the market can be gained. It can be critically
analyzed that if companies would not maintain a positive brand image in the market, they

would have to lose their position that would put a huge impact on its productivity as well
as profits and revenues. Therefore, it can be said that companies are needed to perform
their marketing activities in such a way that they can create a positive brand image as
well as high goodwill in the market and will gain many benefits from the same
(Saravanakumar and SuganthaLakshmi, 2012). Apart from that, it also shows that to beat
competition in the market would not be possible for firms that are not doing their
marketing on social media as for gaining support of all stakeholders, at first, to be in the
eyes of all, that is, to have presence at a wider area is essential. In addition to this,
according to Parveen, Jaafar and Ainin, (2015) the concept of promotion has emerged as
a reason that customers are needed to be made aware with the products and services
offered by the organisation and thus, generating higher sales and making the customers
loyal towards the brand. Maintaining a positive brand image comes under the four basic
elements of the marketing mix. In the present scenario, among all these elements,
promotion plays the most significant role as it helps in influencing the customers towards
purchasing products and services of the firm in such a way that even if the price is high,
they get convinced to buy the same. However, it can be critically assessed that in the
present scenario, to make the product successful and grabbing attention of maximum
number of customers for the same is possible only through using social media marketing
(Parveen, Jaafar and Ainin, 2015). Therefore, Marks and Spencer should give more
attention on social in comparison to extent it is using the same presently so as to gain
competitive advantage of large customer base on other rivalry firms.
 According to Stephen and Galak, (2012) at present, digital media is considered as the
most effective manner for the brands by which they are reaching to the ultimate
customers within a short period of time. It is because; in today’s era, instead of going on
shops, people, prefer to do online buying of products and services due to their busy
schedule. This is the reason; if firms will have their presence on the social media,
reaching customers at a large scale and increase their sale and thus, profits will become
possible (What Is Social Media Marketing?, 2014). For spreading the awareness of brand
and doing distribution as well as promotion of products and services offered at a large
scale can effectually be done through social media marketing. The faster paced
environment where there is huge presence of digital media, many new methods are

demonstrated for the promotion so that productivity and profits of firms can be enhanced
along with increased customer base and high goodwill in the market that will lead to
create a positive brand image in the minds of customer (Stephen and Galak, 2012).
Therefore, it can be said that for Marks and Spencer, to survive in the long run with
sustainability, it is crucial to get the customers engaged and satisfied with what firm is
offering to them.
2.4 Ways in which social media marketing put its impact on the brand image of M&S
 Social media marketing (SMM) in the present globalized world is the next best part and
powerful aspect of business which is leading the firms to enhance their level of
performance in the market. In accordance with the views of Xie and Lee, (2015) it can be
critically assessed that social media marketing is having high potential in improving the
performance of organization in the market and providing a competitive edge over others.
Firms gain the major advantage related to social media marketing that is, increasing
brand recognition by which customers can be made effectually aware with what business
is offering in the market. Social media networks are considered as the new channels for
influencing the perception of customers towards a brand and thus, increasing sale of
products and services so that higher profits and revenues can be gained. Also, to possess
greater accessibility for the new customers, social media marketing proves to be highly
important and useful. Along with this, Manchanda, Packard and Pattabhiramaiah, (2015)
say that SMM increases familiarity with the customers and make direct communication
with them which increases their loyalty and trust towards the brand and thus, firm can
survive for longer span of time. Further, it can be evaluated that the brand which is
having its presence on social media gains higher loyalty from their customers. In addition
to this, it proves to be highly beneficial in gaining valuable customer insights (Wong,
2009). The fact cannot be ignored that with the assistance of social media, firm gains the
advantage of increasing greater amount of data with respect to customers which is
generated in the real time. Moreover, it can be said that if companies are having their
existence on social media then people consider it as a trustworthy business as all its
transactions and other related information will be in front of the world (Manchanda,
Packard and Pattabhiramaiah, 2015). It leads to improve the brand image and thus, helps
in grabbing the attention of maximum number of customers. Therefore, it is proved that

social media marketing is having a great impact on building the brand image of business
and thus, M&S should give due consideration to the same.
 As per the views of Parveen, Jaafar and Ainin, (2015) various challenges are present in
the business environment due to which it becomes difficult for businesses to enhance
their market performance. Apart from this, social media as a tool is regarded to be quite
effective with the help of which business can easily develop awareness in the market
regarding its products. Further, other types of marketing tools are also present which that
are not very effective as compared with social media tool. These ways are like e-mails,
giving advertisements on television, radio and newspapers, etc. In short, it allows
business in gaining competitive advantage where accomplishment of desired goals
becomes easy and in turn it brings favourable results for organization (Parveen, Jaafar
and Ainin, 2015). On the other hand, without indulging into social media practices it is
not at all possible for business to focus on its long term performance and it may have
adverse impact on brand image also. According to Vinerean and et.al., (2013) by the
means of daily active engagement as well as social listening, information which is
relevant to the customers can be collected to a high extent. Apart from that, it can be said
that for making the smarter business decisions, information gained from the customers
can be used by organisation and thus, it will lead to improve the brand image of business
and gain competitive advantages over others. Moreover, presence of social media
marketing plays a significant role in generating higher converting leads. By providing
timely customer services and handling as well as resolving their issues and queries in an
effectual manner, social media marketing is providing plenty of benefits to the
organisations (Vinerean and et.al., 2013). Therefore, to gain all these advantages and beat
existing competition in the market, it is important for Marks and Spencer to perform
social media marketing in such a way that brand image of business can be improved and
high goodwill can be gained.
In accordance with the views of Ward, (2011) it can be critically assessed that, presence of major
advantage of the social media marketing is that it does not involve high cost as that of promoting
products and services through advertising by traditional means like television, newspapers, radio,
etc. It proves to be a cost effective means of promoting products and services of a business by
which at less expenses, maximum profits as well as large customer base can be gained. Apart

from that, as such social media platforms are not confined to the specific area or the city as they
spread information all over the world and person at any location can access the same, it is
grabbing the attention of maximum number of people and leading the firm to gain a competitive
edge over other rivalry firms (Ward, 2011

Chapter 3: Research methodology
Introduction
Research methodology chapter discusses about different chapters that are used by the researcher
for conducting the study in successful manner (Vauras and Volet, 2013). Along with this
limitation and ethical consideration of research should also be conduced. This chapter of research
methodology deals with identifying tools and techniques that could be used for completing the
dissertation. In the present dissertation major objective is for assessing the impact of social
media marketing on brand image of business: A study on Marks and Spencer UK. The basis
methods that are used for completing the research have been used and it has supported for
carrying out the study in successful manner. Specific techniques have been used by the
researcher for collecting the data and information and it has helped for accomplishing the
required aims and objectives of the study.
Research philosophy
Research philosophy is explained as a term that is being used for denoting the terms that are used
for denoting the knowledge (Whitebook, Austin and Sakai, 2012). In this development In this
development is done about the background of chapter and all the research is completed according
to the methods that are being discussed in this section. Along with this in this research study for
assessing the impact of social media marketing on brand image of business: A study on Marks
and Spencer UK. There are two type of approaches that are being used for completing the
research philosophy. Interpretivism and positivism are some methods that are being used in the
research philosophy (Ansara, 2015).
Research philosophy deals with nature, development and sources of research and it helps
for collecting the primary and secondary data that is required for completing the research study.
Philosophy of the research study defines about the important assumptions that have been
developed by the researcher and it is a wide discipline that helps for completing the research
study in effective manner (Abdulghani, Ponnamperuma and Amin, 2014). There are four major
types of research philosophy and it includes Pragmatism, positivism, realism and interpretivism.
All the approaches differ from each other and it is vital that researcher should take initiatives for
completing the study. In pragmatism approach quantitative and qualitative methods are used and
in positivism approach high structured data collection methods are used. Quantitative

measurements are used but researcher has right to select qualitative methods. On the other hand
in realism approach methods qualitative and quantitative methods are used and it helps for
carrying out the research study in effective way. However in Interpretivism approach
investigation qualitative techniques are used and it helps for completing the research study in
effective way. In the present study positivism philosophy also has been used and researcher has
able to provide his viewpoints for completing the research study. This approach has supported
the researcher to collect data and information that is required for meeting with the aims and
objectives of the study. It becomes possible for concentrating on the facts.
Research design
It is an important part of the research study and important concept that is used in the research
study. Research design defines about research strategy that are chosen by a researcher for
completing the study in a logical and coherent way (Bowling, Hendricks and Wagner, 2008) In
this research study descriptive design has been used and it aids for providing the answer of
questions that have been raised in the research. The research study focus on finding the reasons
for impact of social media marketing on brand image of business: A study on Marks and Spencer
UK. The researcher in the present study is finding information on the impact that is being given
by social media marketing on the research study. Along with this method has supported for
observing the subject in an unchanged environment.
Descriptive design method provides data that aids for providing information and relevant
recommendations in practice. With this in this research study explanatory design also have been
used and researcher has given focus on identifying the impact that has been given by social
media marketing on brand image of the business (Brown, P. S. and Lam, K. S., 2008).
Exploratory method is used by the researcher for completing the study and it has also given
emphasis on conducting the study in proper manner so that nature of the problem can be
identified and assessed. Researcher can change and modify the methods that are being used in
the research study and it provides medium for exploring the main objectives of the research
study. Basis is provided by exploratory research for completing the study and this method has
many advantages and it provides flexibility and adaptability to change and it also provides
groundwork that helps for further studies on the selected topic. It saves the time of the
researcher and also determine about the type of research that needs to be conducted by the
researcher.

Research approach
There are two type of approach that are used for conducting the research and it helps for
carrying out the research study in successful manner. In this study research study inductive
approach has been used by the researcher and in this method observation of theories is done and
this method involves search of patters and from development and observation. Series of
hypothesis are developed and on the basis of that research is completed. Inductive approach does
not make use of disregard theories and on the basis of that research questions are formulated.
Inductive approach is based on the learning and patterns, resemblance and regularities in
experience.
This approach is useful for business research also and researcher will be trying to identify
the impact of social media marketing. Research approach is defined as a way through which
researcher takes the study further and it provides a strategy for increasing the validity of
research. Moreover, inductive approach has been used in the present study this technique aids for
inferring broad general ideas and theories. Along with this the present dissertation is conducted
with the objective to find rationale and impact of social media marketing on the business.
Inductive method has supported for identifying the major impact that are given by social media
marketing on the brand image of the company. By observing the views of the customers
company will be able to evaluate the impacts that are given by social media marketing. Along
with this response of customers can also be observed and identified by making use of this
method.
Research type
Qualitative and quantitative are two different research methods that are used by the researcher
for completing the study. Present study has been organized with the objective to assess the
impact of social media marketing on brand image of business. Qualitative research is concerned
with the exploration of issues and understanding of phenomenon that are related with the
research study. Use of IN depth studies is required for carrying out the research and it is vital that
use of statistical and mathematical techniques should be taken so that required objectives of the
study can be accomplished. Quantitative research is a method that is being used by the researcher
for investigating the major cause of the research study by making of statistical and mathematical
data tools. Along with this qualitative research study supports for carrying out the research by
thematic analysis. In this method themes are prepared and on the basis of that information and

data is collected. Moreover, this method helps for getting in depth analysis about the impact of
social media marketing.
Data collection method
There are two different types of methods that are being used for collecting required data
and information for completing the research study in effective manner. It is critical that data and
information that is required for carrying out the research should be collected from authentic and
reliable sources so that required objectives of the study should be accomplished. Both primary
and secondary data sources have been sued in this study so that required objectives of this
research study can be met. Primary method consist of gathering first hand information that is
being needed for analysing the result of research study (Brown and Lam, 2008).
Moreover, data and information has been collected by the researcher for completing the
study in effective manner. Primary data collection methods that are used in research studies
includes questionnaire, survey, interview and focus group techniques. With this views of
respondents can also be analysed by making use of this approach. Present research study extent
to evaluate the impacts of social media marketing on the business (Cassell and Symon, 2006).
Questionnaire have been made and given to consumers so that their responses can be identified
and evaluated. This is the method that has been used for collecting primary data that is required
for completing the research study. Along with this secondary data also have been collected and
sources from where the data has been collected includes books, journals, online articles and
magazines. It is critical that proper data and details should be collected so that required
objectives of the study could be achieved. Along with this information that are published in
different studies have also been collected so that view points given by different authors can be
analysed for gaining the required objectives of the study. Secondary data can be collected from
making use of second hand tool and published articles and books of different scholars also have
been used. As such, present dissertation makes use of other authors that are related to satisfaction
of staff members. Secondary data has been collected from the sources such as articles, blogs,
censuses and government reports.
Research instrument used
The present research aims to assess the impact of social media marketing on brand image
of business: A study on Marks and Spencer UK. Research instrument that has been used in the
present research study is as mentioned :-

Questionnaire :- In the present dissertation the instrument that has been used for collecting data
and information from primary sources. Closed ended questions have been mentioned in the
questionnaire and it has supported for completing the objectives of the study in effective way.
Along with this method has supported for evaluating the response given by the respondents.
Moreover, the researcher has right to select any of the method so that required objectives of the
study can be completed (Whitebook, Austin and Sakai, 2012). Closed ended questions that have
been mentioned in the questionnaire supports for identifying answers to the question that have
been mentioned in the questionnaire. It becomes easier for assessing the response of the
respondents and it aids for accomplishing the required objectives of the study in successful
manner.
Sampling
There are two types of methods that are used for doing sampling and it includes probabilistic
sampling and non probabilistic sampling. In this study use of Simple random sampling has been
taken so that research can be performed in effective way. Along with this in this study researcher
has given focus on selecting the best method that can be used for doing sampling (Ansara,
2015). Moreover, sampling is an effective method that can be used by the researcher for
assessing the impact of social media marketing on brand image of business: A study on Marks
and Spencer UK. Probabilistic sampling method supports for identifying the ways that could be
used for arranging the respondents for completing the study. Sampling represent about number of
respondents that provide data and information that is required for completing the study. This
section of researcher study is suitable for findings the impacts of social media marketing on the
performance of business. It is required that researcher should select the sampling technique
properly so that required objectives of the research study can be completed.
Data analysis
After the collection of necessary data and information it is required that proper analysis
should also be done so that required objectives of the research study can be accomplished.
Thematic of qualitative technique has been used in this research study for carrying out the study
and it has supported for gaining required outcomes from the research (Jeon and Choi, 2012).
Along with this technique has supported for completing the required objectives of the
dissertation in successful manner. Major objective of using this technique is for assessing the
impact of social media marketing on the performance of the business. Themes have been

prepared and on the basis of that detailed analysis have been performed so that required
objectives of the study could be achieved.
Validity and reliability
It is critical that necessary tools and techniques should be used so that dissertation should
be completed in successful manner (Abdulghani, Ponnamperuma and Amin, 2014). Application
of tools and techniques have supported for enhancing the validity and reliability of the research
study. In addition to that data and information required to be collected from authentic and
reliable sources so that research study can be completed in proper manner. Validity is defined as
quality of logically and factually defining a proper information. Moreover, it is the degree to
which a researcher study should assess what it is aimed for assessing. For the present study on
the impact of social media on the performance of business. It is critical that research study
should be valid and reliable so that it completes its required objectives in successful manner.

CHAPTER 4- DATA ANALYSIS
Introduction
Data analysis section is one most important part of research study and it supports for
completing the study in successful manner. In this evaluation and appraisal of data and
information is done and on the basis of that outcomes of the study are found out. This chapter of
dissertation yields finding that are used for assessing the final results of the study. Use of
different sources have been taken for collecting primary and secondary data and it has helped for
completing the research study in successful manner.

Theme 1 :Consumers are using the products and services of Marks and Spencer for 4 to 6 years.
Response Frequency
2 to 4 years 5
4 to 6 years 10
6 to 8 years 6
8 to 10 years 9
Analysis :- It can be observed from the above table that 10 respondents have stated that they are
using services of Marks and Spencer for 4-6 years. It has been stated by 5 participants that they
are using the services for 2-4 years. 6 respondents have stated that they are availing the services
from 6-8 years. It has been stated by 9 participants that they are using the products and services
for 8-10 years. Majority of the respondents have explained that they are using the products of the
company for 4-6 years.
2 to 4 years 4 to 6 years 6 to 8 years 8 to 10 years
0
2
4
6
8
10
12
5
10
6
9
Column B

Theme 2 : Facebook is a type of social media does Marks and Spencer use most frequently.
Response Frequency
Facebook 15
Pinterest 3
LinkedIn 2
Google+ 1
Analysis :- It has been stated by 15 respondents that facebook is a type of social media that is
used by M&S more frequently. It has been stated by 3 participants that Pinterest is the most use
media. Along with this 2 respondents have stated that LinkedIn is most use media and response
given by 10 participants states that Google+ is media that is used most frequently. Majority of
the respondents have stated that Facebook is a type of social media that is used most frequently
by the consumers.
Facebook Pinterest LinkedIn Google+
0
2
4
6
8
10
12
14
16 15
3
2
1
Column B

Theme 3 : Consumers are frequent user of social media, according to you, does social media
marketing done by M&S influence your decision to purchase the product of company.
Response Frequency
Yes 18
No 12
Analysis :- It can be observed from the above table that 18 respondents have stated that they are
making use of social media marketing. Along with this 12 respondents have stated that they are
not making use of social media. It reflects that majority of the participants feels that marketing
done by M&S influence their decision for purchasing the product of the company.
Yes No
0
2
4
6
8
10
12
14
16
18
20 18
12
Column B

Theme 4 : Social media enhance your use of online information and buying of products and
services offered by firm.
Response Frequency
Yes 22
No 8
Analysis :- It can be observed from the above table that 22 respondents have stated that social
media enhances use of online information and buying of products and services that are offered
by the firm. Along with this 8 participants have stated that social media enhances use of online
information and buying of products. Bowling, N. A., Hendricks, E. A., and Wagner, S. H., 2008.
Positive and negative affectivity and facet satisfaction: A meta-analysis.
Yes No
0
5
10
15
20
25 22
8
Column B

Theme 5 : Consumers are more likely to respond to the marketing messages communicated by
M&S through social media than that of traditional formats like TV and radio.
Response Frequency
Strong disagree 2
Disagree 3
Uncertain 4
Agree 6
Strongly agree 1
2
3
4
6
1
Strong disagree
Disagree
Uncertain
Agree
Strongly agree

Analysis :- It has been stated by 15 respondents that they are strongly agree that they are likely to
respond to the marketing messages communicated by M&S through social media than that of
traditional formats like TV and Radio. 6 respondents are agree with the fact and 4 are uncertain
about this fact. 2 respondents are disagree with the view point that they are more likely to
respond to the marketing messages communicated by M&S. 2 participants are strongly disagree
with the fact. It reflects that majority of the respondents have stated that they are most likely to
respond to the marketing messages communicated by M&S through social media.

Theme 6 : Consumer's view change regarding company’s products due to use of social media.
Response Frequency
Strong disagree 2
Disagree 3
Uncertain 4
Agree 6
Strongly disagree 15
Analysis :- It has been observed from the above table that 15 respondents strongly agree
consumer's views changes regarding company's product due to social media. 6 participants are
agree with the fact and 4 respondents are uncertain about this fact. 3 respondents have stated that
2
3
4
6
15
Strong disagree
Disagree
Uncertain
Agree
Strongly disagree

disagree with this view point. 2 respondents have stated that they are strongly disagree with this.
It shows that majority of the consumers views changes regarding company's product due to use
of social media.

Theme 7 : Increased satisfaction is the major benefit of using social media marketing for M&S.
Response Frequency
Increased satisfaction level of customers 15
Enhanced profits and revenues 3
Competitive advantage 2
Improved brand image 10
15
3
2
10 Increased satisfaction
level of customers
Enhanced profits and
revenues
Competitive advantage
Improved brand image

Analysis :- It has been observed from the above table that 15 respondents have stated that
increased satisfaction level of consumers is the major benefit of using social media marketing. 2
respondents believes that enhanced profit and revenue is the major benefit. Along with this 2
respondents believes that competitive advantage is the major benefit. 10 respondents believes
that improved brand image is the major benefit of using social media marketing.

Theme 8 : Reduced cost is the most common way in which social media marketing affects brand
image of M&S.
Response Frequency
Higher productivity 2
Reduced cost 18
Increased customer base 6
Awareness in the target market 4
Analysis :- It can be observed from the table that 18 respondents have stated that reduced cost is
the most common way in which social media marketing affects brand image of M&S. Along
with this 2 participants have stated that higher productivity is most common way. 6 respondents
stated that increased customer base is the most common way and 4 participants have stated that
awareness in target market is most common way.
Higher productivity
Reduced cost
Increased customer base
Awareness in the target market
0
2
4
6
8
10
12
14
16
18
20
2
18
6
4
Column B

Theme 9 : Consumers feel that for Marks and Spencer, it is highly important to improve the
brand image to stay in competition.
Response Frequency
Yes 22
No 8
Yes No
0
5
10
15
20
25
22
8
Column B

Analysis :- It can be observed from the above table that 22 consumers feel that for M&S it is
highly important to improve brand image to stay in competition. Along with this 8 respondents
have stated their response in NO. It shows that majority of the consumers are of the view point
that it is highly important for the company to improve its brand image to stay in competition.

Theme 10 : Consumers are strongly agree that Social media plays a vital role in making a fair
and transparent communication in between the firm and its customers.
Response Frequency
Strong disagree 1
Disagree 4
Uncertain 4
Agree 4
Strongly agree 17
Strong disagree Disagree Uncertain Agree Strongly agree
0
2
4
6
8
10
12
14
16
18
1
4 4 4
17
Column B

Analysis :- It can be observed from the above table that 17 respondents strongly agree that
consumers are strongly agreed that social media plays a vital role in making a fair and
transparent communication in between the firm and its consumers. However, 1 participants have
stated that they are strongly disagreed that social media plays a vital role in making a fair and
transparent communication in between firms and consumers. Along with this views given by 4
participants is in uncertain and 4 respondents are agree with this fact. Views given by 4
respondents is that they are disagree that social media play a vital role in making a fair and
transparent communication. It has been observed that majority of the consumers are of the
viewpoint that

Theme 11 : Issues of data security is main limitation for Marks and Spencer with respect to use
social media marketing.
Response Frequency
Issue of data security 18
Risk of disclosure of strategies 2
Increased competition 7
High need of manpower 3
Issue of data security
Risk of disclosure of strategies
Increased competition
High need of manpower
0
2
4
6
8
10
12
14
16
18
20
18
2
7
3
Column B

Analysis :- it can be observed from the above table that 18 respondents have stated that issues of
data security is the main limitation for Marks and Spencer with respect to use of social media
marketing. Along with this 2 respondents have stated that risk of disclosure of strategies is a
major limitation for Marks and Spencer with respect to use of social media marketing. With this
7 respondents have stated that increased competition is main limitation for Marks and Spencer
with respect to use of social media marketing. Response given by 2 participants have stated that
high need of manpower is main limitation for Marks and Spencer with respect to use of social
media marketing. It can be analyzed that majority of the respondents are of the view point that
issues of data security is the main limitation for Marks and Spencer with respect to make use of
social media marketing. Company needs to give focus on this so that this issue can be handled
effectively.

Theme 12 : Consumers think that spread of information on social media whether it is positive or
negative, it may have long lasting effect on the perception of customers of M&S.
Response Frequency
Always 17
Most often 3
Sometimes 2
Rarely 4
Never 4
17
3
2
4
4
Always
Most often
Sometimes
Rarely
Never

Analysis :- It can be observed from the above table that 17 participants have stated that spread of
information on social media whether it is positive or negative, it may have long lasting impact on
the perceptions of consumers. It has been stated by 3 respondents that long lasting impact is
observed Most often. Along with this 2 participants have stated that long lasting impact is
observed sometimes. Along with this 4 respondents have stated that rarely long lasting impact is
observed on the perception of consumers through social media marketing. However, 4
participants have stated that long lasting impact is never observed on the performance of the
business.

Theme 13 : Maintaining a positive brand image of M&S is vary important to gain a competitive
edge over others.
Response Frequency
Very important 23
Important 1
Neutral 2
Somewhat not important 2
Not important at all 2
23
1
2
2
2
Very important
Important
Neutral
Somewhat not
important
Not important at all

Analysis :- It can be observed from the above table that 23 respondents have stated that
maintaining a positive brand image of M&S is vary important to gain a competitive advantage
over the business. 1 participants have stated that maintaining a positive brand image of M&S is
vary important to gain competitive advantage over others. Neutral response has been given by 2
participants and 2 respondents have stated that it is somewhat not important. Along with this 2
respondents have mentioned that it is not important at all. It can be observed that response given
by majority of the respondents gives favor to the fact that maintaining a positive brand image of
M&S is vary important to gain competitive advantage over others. Company can give focus on
maintaining positive brand image of the company.
Theme 14 : Social media marketing and brand image of Marks and Spencer are Highly related to
each other.
Response Frequency
High related 15
Related to some extent 3
Neutral 2
Not at all related 10

Analysis :- It can be stated from the above table that 15 respondents have stated that social media
marketing and brand image of M&S are highly related to each other. Along with this 3
participants have stated that both the elements are related to some extent. Response given by 2
respondents is neutral and 10 respondents have stated that social media marketing and brand
image of the company are not at all related. It reflects that majority of the participants believes
that brand image of Marks & Spencer and social media marketing are highly related with each
other. Henceforth, it can be analyzed that company can make use of social media marketing for
developing the brand image of the organization.
15
3
2
10 High related
Related to some extent
Neutral
Not at all related

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
CONCLUSION
Analysis and findings lead to next chapter of dissertation in which conclusion and
recommendations from the study have been drawn out. Analysis of data and information leads to
the conclusion that Social media marketing gives impact on the brand image of M&S. Along
with this it has been analyzed that for making improvement in the performance of business use of
social media platform can be taken. In the present study researcher has made efforts for assessing
the impact of social media marketing in the brand image of the company.
With this efforts has been made for identifying social sites that could be used by the
company for making the consumers aware about the products and services that are offered by the
entity. Along with this study has been conducted on 30 consumers of Marks and Spencer and
conclusion has been drawn out. Here conclusion can be drawn out that majority of consumers are
making use of products and services of M&S for 4-6 years. Facebook is the social media that has
been used by Marks and Spencer most frequently. Many consumers makes use of this and many
consumers are frequent use of social media and marketing done by M&S gives influence on the
decisions to purchase the products of the company. It has also been concluded that social media
enhances use of online information and buying of products and services offered by the firm. It
has been analyzed that increased satisfaction level of consumer is one of the major benefit of
using social marketing as a business tool. Research of the outcomes suggest that social media
plays a vital role in making a fair and transparent communication between firms and consumers.
Recommendations
From the entire research, it has been found that social media as a tool has direct and
positive impact on the brand image of company. Further, it can assist company to survive in the
competitive market and has positive impact on long term performance of business. Apart from
this, it provides platform to business in promoting high range of products. No such disadvantage
of this tool is being present which can be unfavourable for business. Due to this reason, adoption
of this tool at global level is quite high and in turn businesses can easily operate efficiently in the
market. It becomes easy to boost sales volume along with the profitability of business. However,
it will be the most important suggestion for Marks and Spencer to attain the objectives of
business whether they are for short or long period of time through using social media marketing

as it will be possible at low cost. Company should improve the content on sites so that customers
can be attracted in an easy way as when they will have the detailed information in front of them,
it will become easy for them to take the purchase decision regarding products and services
offered by the organisation. It is because; if there will be lack of information present on the sites,
people would not get satisfied with the same and thus, it might be possible that they would not
purchase the product as may be they get detailed information about the offerings of other rivalry
firms.
Further, it can be suggested to Marks and Spencer to update the sites in regular intervals
of time so that old information which of no use can be eliminated and data about latest stock and
services can be added and people can be made aware with the same. It is recommended to the
firm to use highly secured software so that privacy of information can be maintained so that
business strategies of organisation would not be leaked and competitors would not take undue
advantage out of that. To protect business from the competitors, it is important that information
on social media sites will be secured with keeping high privacy. In addition to this, it is
important for Marks and Spencer to create a better connectivity with customers by making them
engaged with the business through social media marketing and dealing with their issues on time.
This will help in maintaining an improved brand image in the market and thus, fir will be able to
sustain in the long run through gaining high customer loyalty along with their trust. However,
with taking positive response of customers, their negative reviews should also be entertained as
well as their issues must be resolved in such a way that they would not switch over to other firms
and remain with the business for longer span of time.

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Appendix

QUESTIONNAIRE
1. Since how many years, you are using the products and services of Marks and Spencer?
2 to 4 years
4 to 6 years
6 to 8 years
8 to 10 years
2. According to you, which type of social media does Marks and Spencer use most frequently?
Facebook
Pinterest
LinkedIn
Google+
3. If you are a frequent user of social media, according to you, does social media marketing done
by M&S influence your decision to purchase the product of company?
Yes □
No □
4. Does social media enhance your use of online information and buying of products and services
offered by firm?
Yes □
No □
5. You are more likely to respond to the marketing messages communicated by M&S through
social media than that of traditional formats like TV and radio?
Strong disagree □
Disagree □
Uncertain □
Agree □
Strongly disagree □

6. Does your view change regarding company’s products due to use of social media?
Strong disagree □
Disagree □
Uncertain □
Agree □
Strongly disagree □
7. What according to you is the major benefit of using social media marketing for M&S?
Increased satisfaction level of customers □
Enhanced profits and revenues □
Competitive advantage □
Improved brand image □
8. Which of the following is the most common way in which social media marketing affects
brand image of M&S?
Higher productivity □
Reduced cost □
Increased customer base □
Awareness in the target market □
9. For Marks and Spencer, it is highly important to improve the brand image to stay in
competition.
Yes □
No □
10. Social media plays a vital role in making a fair and transparent communication in between
the firm and its customers.
Strong disagree □
Disagree □
Uncertain □

Agree □
Strongly disagree □
11. Which of the following is main limitation for Marks and Spencer with respect to use social
media marketing?
Issue of data security □
Risk of disclosure of strategies □
Increased competition □
High need of manpower □
12. Do you think spread of information on social media whether it is positive or negative, it may
have long lasting effect on the perception of customers of M&S.
Always □
Most often □
Sometimes □
Rarely □
Never □
13. Does maintaining a positive brand image of M&S is important to gain a competitive edge
over others?
Very important □
Important □
Neutral □
Somewhat not important □
Not important at all □
14. Social media marketing and brand image of Marks and Spencer are related to each other.
High related □
Related to some extent □
Neutral □
Not at all related □