Impact of Social Media Marketing on Tesco's Performance in UK Retail Sector

This research study assesses the impact of social media marketing platforms on Tesco's performance in the UK retail sector. The study uses qualitative research approach and primary data collection method through a questionnaire. The study aims to evaluate the impact of social media marketing platforms on Tesco's performance and identify the challenges faced by Tesco while adopting social media platforms for marketing its products and services.

Topic: To assess the impact of social media marketing platforms on company’s
performance in the context of UK retail sector: A study on Tesco Plc.
Banner: XXXXXXX
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Business Research Skills
(Course Code:
BUSN09050) Session: 2018
/ 2019 Campus:
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Abstract
2
The research proposal has been summarized the research method such as qualitative
used by the scholar in order to complete the whole research project in a successful manner.
Further, it has been also summarized from the secondary data that the impact of social media
marketing platforms over the performance of Tesco Plc is good but they face some challenge
while implementation. The proposal has also stated the data collection method, analysis
method and ethical consideration selected by the scholar for the research project. Lastly, the
proposal also covered the timeline of whole project.

Contents
3
1. Introduction 1
2. Background 1
2.1 Purpose 1
2.2 Aim and Objectives 1
3. Literature Review 1
4. Methodology 1
4.1 Approach 1
4.2 Philosophy 1
4.3 Strategy 1
4.4 Design 1
4.5 Sampling and Access 1
5. Data Collection 1
6. Analysis 1
7. Ethical Considerations 1
7.1 Limitations 1
7.2 Validity 1
7.3 Relevance v. Rigour 1
8. Research Impact and Value 1
8.1 Theory 1
8.2 Practice 1
8.3 Policy 1
9. References 1
10.Appendix 1
10.1 Research Timeline 1

1. Introduction
4
In the present era, the contribution of UK retail industry in the economic growth of the
country is high. Also, the social media marketing in the time technological innovation plays
vital role towards the success of the retail sector industry. As the companies operates under
the retail sector are highly using the SMM platform’s to enhance its brand awareness,
reputation as well as attracting large audience. The present research will be based on Tesco
Plc that have adopted social media platform for enhancing their overall business
performance. The social media marketing plays vital role towards the success of the
organization in the present world. Tesco Plc is second largest retailer of UK that uses all
social media platforms in order to became successful and expand their business all over
world (DeBord and et.al., 2018). Hence, for the present proposal, Tesco Plc has been selected
as its offers high quality grocery, clothing and other products at low cost and uses social
media marketing platforms.

2. Background
5
2.1 Purpose
The purpose of this study is to enhance the understanding of social media marketing among
the user along with its impact on performance of company. The rationale of SMM is that it helps the
companies in attracting the large audience, enhancing brand reputation, business profitability which
ultimately result into the improved performance of companies. The reason behind the selection of
Social media marketing topic in the current proposal is that in the present time around all companies
are using social media platforms for the purpose of marketing (Hruska and Maresova, 2020). This has
leads to major issue for the business that how it will impact their business performance. Hence, with
the help of study on this topic the impact of SMM over the Tesco Performance will be analyzed and
identify the challenges they have faced.
2.2 Aim and Objectives
Aim:
To evaluate the impact of social media marketing platforms on the performance of the
companies operating under UK retail industry. A study on Tesco Plc.
Objectives:
 To develop understanding about the concept of social media marketing.
 To appraise the impact of different social media marketing platforms on the performance of
Tesco Plc.
 To identify the challenges faced by Tesco Plc while adopting social media platforms for the
purpose of marketing its products and services.
 To recommend the strategies in order to deal with the challenges faced by Tesco Plc at the
time of social media marketing implementation.
Research Questions
Q.1 What is social media marketing (SMM)?
Q.2 What is the impact of social media marketing platforms on the performance of Tesco Plc?
Q.3 What are the challenges faced by Tesco while adopting social media platforms with regards to
business marketing?

3. Literature Review
6
As per the opinion of Nyagadza (2022) social media marketing means the use of
social media platforms for the purpose of marketing and promoting the company’s products
and services. It is also helps the companies to interact with the large audience and build
brand awareness. The ultimate result of which the overall reputation and performance of the
company increases. This is basically one of the form of internet marketing with the help of
which companies can increase its sales as well as drive website traffic. It also helps the
organizations to understand the target customer taste and preferences in order to meet them
and satisfied them. However, the Nash (2018) has argued that the negative feedback of the
customers sometime affects the brand reputation in negative way. This is a quiet time
consuming marketing tactic which sometime leads to low ROI.
There are basically various types of social media platform available to retail industry
of UK that helps them in promoting and marketing their brand and attracting large customer
base. According to the view of Yahia, Al-Neama and Kerbache (2018) Instagram and
YouTube is one of the best social media sites where the retail sector companies market its
business. It is because in the present time around 99% of the people all over the world uses
Instagram and YouTube for their buying decision making. This helps the consumer to
understand which brand products is good or bad as per the customer reviews and feedback
(The 8 Best Social Media Platforms to Market Your Business in 2021).
However, on the other hand, the Leung, Sun and Bai (2019) has stated that Facebook
is more popular than the YouTube and Instagram as people feel more connected to this.
Hence, the retail industry should promote its products, specify its features, offer various
discounts and offers to customer in order to gain attention of the large audience. The
businesses can easily share content on Facebook through posts and videos. But as doing this
require lots of time for which businesses of retail sector should hire a separate expert team
for the purpose of social media marketing. As stated by Carlson and et.al. (2019) there are
also some other social media platforms such as Twitter, TikTok, Pinterest, Snapchat etc.
available to retail industry in order to communicate and interact with the customers. It helps
the companies to know about the customer taste and preferences and adopting the ways for
changing the products and services as per market demand.
While adopting and using social media platforms for marketing purpose, there are
various challenges that affect the retail sector of UK. As per the opinion of Jacobson, Gruzd
and Hernández-García (2020) identifying the right social media platform is the biggest

3. Literature Review
7
challenge that is faced by retail sector. In order to identify the best and appropriate social
media platform for the marketing, the businesses need to spend time on it. On this basis, it
can be said that time consuming is also one of the key challenges that retail sector of UK face
while adopting and implementing social media marketing within the business. However, it is
also important to understand that the benefit from SMM is high so the marketing team of
retail sector businesses should adopt the appropriate strategies to deal with the challenge
rather than just avoid using this strategy.
According to the view of Gould and Nazarian (2018) the hacking is also one of the
challenge faced by retail industry while adopting social media marketing. The privacy and
security is one of the major issue associated with the use of social media platform that
ultimately affect the overall performance of company. It is because this increases the chance
of hacking of personal and confidential information of the company. On the other hand,
Adetunji, Mohd Rashid and Ishak (2018) has also stated that maintaining ethics is also a
challenge for retail industry businesses while using social media. This is an issue that
company faces while uploading any content on social media. The content should be ethical in
all manner.

4. Methodology
7
4.1 Approach
It is the plan and procedure which is consist of broad assumption that helps to collect
the data in an accurate manner so that the defined aim can be generated. There are two main
methods used by the scholar which include inductive and deductive (Snyder, 2019). In the
present study, only inductive research approach will be used by the scholar in order to
generate a better outcome. Also, the rationale for choosing this methodology over other is
such that it helps to determine different social media platforms and its impact over the
company’s performance.
4.2 Philosophy
It is a belief through which the data can be gathered and analysed with an aim to
create a better outcome. There are mainly two types of philosophies which include
interpretivism and Positivism (Mohajan, 2018). In accordance with the defined aim, only
interpretivism research philosophy will be used by the scholar that helps to create a better
outcome. This in turn assist to determine the relationship between social media platforms and
its impact over the company’s performance. That is why, it can be stated that it helps to meet
the defined aim of the study.
4.3 Strategy
There are two types of research strategy which is used by the scholar i.e. qualitative
and quantitative. for the present study, only qualitative research strategy will be adopted by
the scholar which in turn assist to create a better outcome. Also, it can be stated that with the
help of this strategy, social media marketing platform can be analysed effectively and its
impact over the business performance (Pandey and Pandey, 2021). Therefore, it can be stated
that it creates a better outcome and conduct the study in more appropriate manner to meet the
set objectives.

4. Methodology
8
4.4 Design
The methods used for the present study involve only questionnaire that provides
views of all the respondents selected for the present study so that effective outcome can be
generated. This is fall under primary research in which multiple choice questions will be
asked that helps to determine the appropriate answer and examine that there is a relationship
between the social media platform and company’s performance or not. Hence, it can be
stated that this methodology assists to create a better outcome and improve the results so that
best outcome can be generated.
4.5 Sampling and Access
There are two type of sampling random and non-random sampling. For the present
study, the random sampling method will be used by the scholar in order to select sample out
of 100% population because it remove the biasness.

5. Data Collection
8
There are two source of data collection such as primary as well as secondary sources.
In the present study on social media marketing of Tesco Plc, the scholar will use both
primary and secondary sources. In primary sources, the data will be collected through survey
method via mean of questionnaire (Boparai, Singh and Kathuria, 2018). The scholar will ask
the questions in survey with the employees of Tesco. In the secondary sources, the scholar
will use the secondary sources such as books, journals, articles, websites, business news,
magazines etc. in order to collect secondary information.
The reason behind the selection of both sources for the present study is that it
enhances the viability of the results of the study. As secondary research covers general
purpose of topic and primary fill in the gap by identifying the specific needs. In order to
collect the data on research topic, the scholar has followed the protocol of recording and
storing the data into electronic mode. The data collection protocol related to not asking any
personal question will also be followed by the researcher. It means the scholar will not ask
any personal question to the respondent.
The questions in the questionnaire will be formulated by the scholar in such a manner
that it will cover all the aim and objective framed for this study. No personal and
inappropriate questions will be cover in questionnaire and asked to the respondent by the
scholar. The questions will be framed on the basis of aim and objective because it covers the
aspects and concept on which study will be conducted (Carpino, Mora and De Simone,
2019). The consent will be taken from each respondent before asking questions in order to
maintain the ethical value of research.
Further, before conductive survey for collection primary data, the scholar has
conducted a pilot testing. In the pilot testing, the research has selected two employees of
Tesco Plc and ask them questions covered in questionnaire. With the help of this study, the
scholar has analyzed that all the responses have come in accurate manner and in direction of
research topic. The scholar has identified though pilot study that the questionnaire framed by
them is accurate and best for conducting study on selected research topic.
In addition, the collected data and framed questionnaire will be attached by the
scholar in the appendix section so that users can read that specific information as well along
with the whole research study and its outcome. The sample size will be select by the scholar
for the purpose of present study is 30 employees of Tesco in order to conduct study on the
impact of social media marketing on company performance.

5. Data Collection
9
The issue of accessibility is one of the problem faced by scholar in order to collect
data from both primary as well as secondary sources. It is because various websites are paid
on which scholar are unable to access the information (Fernández-Sanlés and et.al., 2021).
However, beside of various limitation and issue, the scholar will make sure that the study
will achieve outcome. For this all ethical consideration will be fulfilled by the scholar. In
order to collect data, the research will comply with the consent form, use the proper
reference, citation and data will be paraphrased and not copied by the researcher for fulfilling
for considering ethical aspects of study.

6. Analysis
9
There are two method of data analysis such as thematic and use of SPSS software. As
in the present study, scholar is conducting qualitative research hence they will use thematic
data analysis method for the purpose of analyzing the data collected from primary research or
survey method.
For the present study, thematic data analysis method will be adopted in order to
determine the views of all the selected candidate in an appropriate manner. This is
appropriate strategy because the entire study is based upon qualitative and that is why,
thematic data analysis method is far beneficial. Also, it can be stated that this method is
entirely based upon the charts and tables, that is why, it is beneficial for the views to analyse
the results and conduct the entire study in more appropriate manner (Parmar and et.al., 2018).
Therefore, it is appropriate strategy because the chosen research type for the study is
qualitative and this in turn reflected that for analysis, thematic data analysis is opted over
SPSS.
In addition to this, it has been identified that this methodology is suitable for the
present study because the selected candidate can present their views which in turn assist to
create a better outcome when the same has presented through graphs and charts. In addition
to this, this is mainly focus upon examining themes and determine the pattern of meaning of
data and also provide rich description of dataset in a theoretical manner so that the
interpretation can be performed in an accurate manner. Hence, it can be stated that with the
help of thematic data analysis method, scholar determine the accurate results and also create
a better outcome by evaluating the responses provided by selected candidate.

7. Ethical Considerations
10
7.1 Limitations
There are three main limitations faced by the scholar while conducting study on this
particular topic which include time, money and unavailability of sources (Dźwigoł and
Dźwigoł-Barosz, 2018). That is why, it can be stated that to minimize the issue related to
money and time, qualitative study has used that provide better outcome and due to it cost
effective and time saving strategy it will provide better outcome. On the other side, in order
to resolve the issue of unavailability of sources, there is a need to use keywords that helps to
create a better outcome and improve the results as well. Overall, it can be stated that if such
limitations will not be improved than it affects the results in negative manner and did not
answer research objectives.
7.2 Validity
In order to maintain the reliability and validity of the data and study, the scholar will
use the latest data published after year 2017. Also, the article will be assessed by the
researcher using keywords, no alternation in the data collected from the survey and data will
be collected from copyright sources (Orsso and et.al., 2020). This are the steps will be used
by the scholar to maintain the reliability and validity of the research or study.
7.3 Relevance v. Rigour
In order to achieve the aim and objectives of the present study, the scholar will obtain
relevant data from the reliable sources. The data regarding social media marketing of Tesco
Plc will be gathered from company website as well as 30 employee of company. The selected
sample size is relevant and suitable for completing the present research in successful manner.

8. Research Impact and Value
11
8.1 Theory
The theoretical contribution of the research will enhance the concept of social media
marketing platforms through literature review. The impact of this research over the
companies that they able to understand that the issues regarding poor sales they are facing is
because of lack of social media marketing. That’s why scholar has consider the theory as it
helps them in filtering the data relevant to present study.
8.2 Practice
The practical contribution of the present research is that it has covered the
information and views of human. The impact of which the reliability and viability of the
research outcome has enhanced.
8.3 Policy
The contribution of the current research in the policy, rules and laws is that the
scholar will cover laws of Data Protection Act, Privacy Act etc. In order to protect the data of
human participants of survey, the scholar will store the information in computer or pen
drive with strong password.

9. References
12
Books and Journals
Adetunji, R. R., Mohd Rashid, S. and Ishak, M. S., 2018. Social media marketing communication and
consumer-based brand equity: An account of automotive brands in Malaysia. Jurnal
Komunikasi, Malaysian Journal of Communication. 34(1). pp.1-19.
Boparai, J. K., Singh, S. and Kathuria, P., 2018. How to design and validate a questionnaire: a
guide. Current clinical pharmacology. 13(4). pp.210-215.
Carlson, J. and et.al., 2019. Customer engagement with brands in social media platforms:
Configurations, equifinality and sharing. European Journal of Marketing.
Carpino, C., Mora, D. and De Simone, M., 2019. On the use of questionnaire in residential buildings.
A review of collected data, methodologies and objectives. Energy and Buildings. 186.
pp.297-318.
DeBord, L. C. and et.al., 2018. Social media in dermatology: clinical relevance, academic value, and
trends across platforms. Journal of Dermatological Treatment.
Dźwigoł, H. and Dźwigoł-Barosz, M., 2018. Scientific research methodology in management
sciences. Financial and credit activity problems of theory and practice. 2(25). pp.424-437.
Fernández-Sanlés, A. and et.al., 2021. Bias from questionnaire invitation and response in COVID-19
research: an example using ALSPAC. Wellcome Open Research. 6. p.184.
Gould, D. J. and Nazarian, S., 2018. Social media return on investment: how much is it worth to my
practice?. Aesthetic surgery journal. 38(5). pp.565-574.
Hruska, J. and Maresova, P., 2020. Use of social media platforms among adults in the United States
—behavior on social media. Societies. 10(1). p.27.
Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is watching
the watchers?. Journal of Retailing and Consumer Services. 53. p.101774.
Leung, X. Y., Sun, J. and Bai, B., 2019. Thematic framework of social media research: state of the
art. Tourism Review.
Mohajan, H. K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People. 7(1). pp.23-48.
Nash, J., 2018. Exploring how social media platforms influence fashion consumer decisions in the
UK retail sector. Journal of Fashion Marketing and Management: An International Journal.
Nyagadza, B., 2022. Search engine marketing and social media marketing predictive trends. Journal
of Digital Media & Policy.
Orsso, C. E. and et.al., 2020. Assessment of body composition in pediatric overweight and obesity: A
systematic review of the reliability and validity of common techniques. Obesity
Reviews. 21(8). p.e13041.
Pandey, P. and Pandey, M.M., 2021. Research methodology tools and techniques. Bridge Center.
Parmar, C. and et.al., 2018. Data analysis strategies in medical imaging. Clinical cancer

9. References
13
research. 24(15). pp.3492-3499.
Snyder, H., 2019. Literature review as a research methodology: An overview and guidelines. Journal
of business research. 104. pp.333-339.
Yahia, I. B., Al-Neama, N. and Kerbache, L., 2018. Investigating the drivers for social commerce in
social media platforms: Importance of trust, social support and the platform perceived
usage. Journal of Retailing and Consumer Services. 41. pp.11-19.
Online
The 8 Best Social Media Platforms to Market Your Business in 2021. [Online]. Available
through:https://www.socialmediatoday.com/news/the-8-best-social-media-platforms-to-
market-your-business-in-2021-infograp/595834/

10. Appendix
13
10.1 Research Timeline
Activities / Weeks 1 2 3 4 5 6 7 8 9 10 11 12
Research topic
selection
Developing
research proposal
Aim and
objectives design
Literature review
Defining research
methodology
Drafting
questionnaire
Sample selection
Data collection
Data Analysis
Conclusion
Recommendations
Submission to
tutor
Updating work as
per feedback
Final submission
TITLE
PARTICIPANT INFORMATION SHEET
Researcher:

10. Appendix
14
Date:
Research Title: To assess the impact of social media marketing platforms on company’s
performance in the context of UK retail sector: A study on Tesco Plc.
Invitation Paragraph
You are invited to participate in this study. However, before deciding to take part, it is essential that
you read and understand both the reasoning for this study that is being conducted and what it entails.
Therefore, please allow time to read the information carefully. If there are any questions that you
wish to ask, please feel free.
To confirm, you DO NOT have to participate in this study if you do not wish to. Nevertheless, if you
do decide to take part you can withdraw at any time without providing a reason.
The Study
Researcher Introduction:
I am researcher of this present study who are going to conduct survey in order to gain primary data on
topic “impact of social media marketing platforms of Tesco Plc performance”.
What is the purpose of the study?
The social media marketing plays vital role towards the success of the organization. The UK industry
has major contribution towards the economic growth of UK. Hence, the purpose of this study is to
analyse the impact of social media marketing platform over the performance of UK retail sector and
Tesco Plc.
Why have I been chosen?
You have been chosen for this research because you are the employee of Tesco Plc. I know that the
social media platform is the platforms which is used by around 99% of the people all over the world
for their purchase decision. Hence, understand impact of SMM over company performance helps the
small and medium size retail companies to adopt the same.
Do I have to take part?
Yes, you have to take part in the research study as you got selected in the sampling method.
What will I have to do if I take part?
You are required to give responses to the questionnaire asked by the researcher in the survey method.

10. Appendix
15
What are the possible benefits of taking part?
The possible benefits of taking part in study is building sense of empowerment, increase in
knowledge of social media marketing platforms which came out as a result of study.
What are the possible disadvantages and/or risks of taking part?
The disadvantage is that the participant might feel demotivated and do not provide accurate and
honest answer.
What happens when the research study stops?
In case, of research study get stop than it will properly communicated with all the participants in
advance.
What if something goes wrong?
Proper communication and solutions strategies will be adopted by scholar in case of something goes
wrong.
Will my taking part in this study be kept confidential?
Yes, all your personal information and the information regarding taking part in this study be kept
confidential.
What will happen to the results of the research study?
It will enhance the reliability and viability of the research study as it involves human views and
responses.
Who is organising and funding the research?
The researcher will organize the fund for the research.
Who has reviewed the study?
The tutor has reviewed the study.
Confidentiality
In order to maintain the confidentiality of the whole study the data regarding the participants will be
stored in pen drive and computer with the strong password.
What if I want to find out more or have a complaint about the research?

10. Appendix
16
The participants can directly contact researchers through email or telephonic conversation if they
found out complaint about the research.
References
Mohajan, H. K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People. 7(1). pp.23-48.
Nash, J., 2018. Exploring how social media platforms influence fashion consumer decisions in the
UK retail sector. Journal of Fashion Marketing and Management: An International Journal.