Influence of Social Media Marketing on Brand Image of Business: A Study on Marks and Spencer UK ACKNOWLEDGEMENT
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Added on 2019-12-18
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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. Along with this use of social networking sites proves a 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
Influence of Social Media Marketing on Brand Image of Business: A Study on Marks and Spencer UK ACKNOWLEDGEMENT
Added on 2019-12-18
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Impact of social mediamarketing on brand image ofbusiness: A study on Marks andSpencer 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 liketo thank my colleagues and team members who helped me in gathering the data for the study andits analysis.
ABSTRACT Social media is playing a vital role in developing brand image of the company. Easy and fastmedium is provided by social networking sites for creating brand promotions and advertisementof business. Along with this use of social networking sites proves boon for the business and ithelps for making the consumers aware about the products and services that are offered by thecompany. The present research has been conducted with the objective to assess the impact ofsocial media marketing on the brand image of the business. Research has been developed on thebasis of descriptive and exploratory research design. Along with this for carrying out the study qualitative methods have been used. Two typesof data has been collected and it includes primary data and secondary data. Primary data hasbeen collected by preparing a questionnaire and secondary data has been collected from sourcessuch as books, journals, online articles and websites. Probability sampling has been used and inthis respondents have been selected through simple random sampling. Sample size for this studyis 30 consumers. Qualitative analysis of data has been done and theic technique has been usedfor carrying out the study. It has been found that social media marketing plays a significant rolein developing and designing brand image of the business.
TABLE OF CONTENTSCHAPTER 1- INTRODUCTION ...................................................................................................5Overview......................................................................................................................................5Research problem .......................................................................................................................6Aims and objectives.....................................................................................................................7Research questions ......................................................................................................................7Dissertation structure ..................................................................................................................7Chapter 3: Research methodology ..................................................................................................9Introduction .................................................................................................................................9Research philosophy ...................................................................................................................9Research design ........................................................................................................................10Research approach ....................................................................................................................11Research type ............................................................................................................................11Data collection method .............................................................................................................12Research instrument used .........................................................................................................12Sampling ...................................................................................................................................13Data analysis .............................................................................................................................13Validity and reliability ..............................................................................................................14CHAPTER 4- DATA ANALYSIS................................................................................................15Introduction ...............................................................................................................................15CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................38CONCLUSION .............................................................................................................................38REFERENCES .............................................................................................................................40
CHAPTER 1- INTRODUCTION OverviewIn today’s competitive scenario, the success of a business organization depend onmarketing to a great extent. It defines the efforts undertaken by an organization to make theconsumers aware about its products, their features, novel changes in their schemes etc. This isessential to ensure that the existing as well as the potential customers possess updatedinformation about the organization (Strydom, 2015). Social media marketing has emerged as aplatform that provides various websites to the organization for efficient and wide scalepromotion of their products. It is the process through which traffic can be gained by theorganizations through the use of various social media sites. There are two platforms that areprovided by social media marketing, namely, social networking websites and mobile phones.Social networking websites present an excellent method for the business, individuals and alltypes 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 wellas the organizations to interact directly with each other. Mobile phone is another way throughwhich social media marketing can be undertaken by organizations. This is because maximumusers of social media sites have their social media accounts on mobile phones. In this way, socialmedia marketing enables the organizations to reach a large audience and communicate specificdetails regarding its products and services (Simpson, 2013). The present study makes an attempt to assess the impact that social media marketing hason brand image of Marks and Spencer. It is a British Multinational retailer that utilizes socialmedia marketing platform for engaging with its customers. These marketing campaigns haveprovided significant increase in sales to the organization. M & S utilizes Twitter and Facebook toobtain views and opinions of the customers about its products. The consumers are encouraged tocreate a story about the products on Facebook (Baldwin, 2014). In this way, the organizationrealizes the importance of following customers on social media. Customers create a unique bundle of associations regarding organizations within theirminds. This is the concept of brand image which is defined as the current view that customershave about a brand. Various advertising campaigns that are focused on a consistent themes leadto the development of brand image over time (Cummins, Loe and Peltier, 2016). However,5
authentication of this image takes place when customers have direct experience associated withit. A strong brand image is considered as one of the most important factors behind attracting andretaining more customers. It impacts the decision making process of the customers by shorteningit and thus helps in quick purchase of the products. In retail sector, brand image is of primeimportance owing to the fierce competition prevailing in the sector. Further, retail sector is alsoexperiencing shifts in the customer demands and preferences (Domegan and et.al., 2013). Thisscenario calls for the organizations to improve their brand image so as to keep abreast with thecompetitors in terms of customer base. In the present dissertation, the impact of social media marketing on the brand image oforganizations has been assessed in the context of Marks and Spencer. The dissertation willexplore 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 methodsused by Marks and Spencer will be identified. The dissertation will explore the ways in whichsocial 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 thecontext of M & S. In order to obtain detailed information about the subject matter, an organizedapproach will be adopted by the researcher. Data will be collected about social media marketingand 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 theirproducts and service. Social media marketing is one of the most used method among them. Anumber of social media sites such as Facebook, Instagram, Twitter etc. are utilized by theretailers for engaging with their customers as well as for raising awareness about their productsamong 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 marketingmethods influence customers. M & S is a multinational retailer and faces tough competition withthe other retail brands. It utilizes social media sites for refining its marketing efforts but theseneed 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 socialmedia marketing on consumers and the way they perceive the brand. Thus, this dissertation is6
being carried out with the purpose of assessing the impact of social media marketing on brandimage of Marks and Spencer. Aims and objectivesAim: To assess the impact of social media marketing on brand image of business: A study onMarks and Spencer UKFollowing are the objectives of the dissertation:To understand the significance of social media marketing in modern eraTo study the concept of brand imageTo assess the ways in which social media marketing impacts the brand image of M & STo recommend the effective ways through which Marks and Spencer can improve itsbrand image through social media practicesResearch 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 imagethrough social media practices?Dissertation structure A sequential pattern is required to be followed while carrying out the research. This assists inbetter presentation of the research and the various aspects associated with it. The followingchapters depict the structure of the dissertation:Chapter 1: Introduction- This chapter will provide an overview of the research beingundertaken and the context of the work. The aims and objectives will be established inthe introduction chapter. Chapter 2: Literature review- In this chapter, an outline of the previous work undertakenon the topic will be provided. The viewpoint of different authors will be criticallyevaluated. 7
Chapter 3: Research methodology- This chapter provides details about the researchmethods that will be adopted for carrying out the study. It provides details about, researchdesign, 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 byusing various techniques. Chapter 5: Conclusion and recommendations- This chapter will provide conclusion onthe basis of the findings obtained in previous chapter. Further recommendations will beprovided linked with the conclusion. 8
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