How Social Media Advertising Influences Brand Awareness

This study examines the influence of social media advertising on brand awareness, with a focus on the case of Marks & Spencer. It explores the concept of social media, the relationship between social media and brand awareness, and the effect of social media on brand awareness of Marks & Spencer products. The research methodology includes a survey and data analysis using thematic analysis. The findings suggest that social media plays a significant role in developing brand awareness and maintaining positive customer relationships.

Investigate how social media advertising influences brand awareness
INTRODUCTION
Social media are the interactive computer- mediated technologies which facilitate creation of information and also
sharing through networks and virtual communications. The applications and websites are enabling the users to
develop as well as share content in social network. In context to business, social media provides several advantages
to the owners of business as this permits them to reach out to consumers and also gain attention of existing as well
as new customers. With the help of using social media, company can able to communicate with its consumers and
also provide them information about new products. In relation to brand awareness, social media provides the ability
of organization to run cost- effective advertising campaigns (Arli, 2017). This assists the business to develop buzz
regarding their services and products.
Marks & Spencer is British multinational retailer and it was founded in year 1884. This company is specializing in
selling the home items, food products and clothing. Marks & Spencer firm has been using the social media to
engage with consumers and also develop significant enhancement in sales from marketing campaigns. Food
marketers of Marks & Spencer are to drive the brand awareness on its Instagram. On this, stories about the
particular goods are driving the users to buy pages on e- commerce sites.
Research Objectives
 To understand concept of social media
 To examine influence of social media on brand awareness about Marks & Spencer products.
 To analyze relationship among social media and brand awareness and Marks and Spencer.
Research Questions
 What is social media?
 What is the effect of social media to brand awareness of products of Marks & Spencer?
 What is the relationship between social media and brand awareness and Marks and Spencer?
LITERATURE REVIEW
Social media
According to opinion of KERAN Smith (2018) Social media is explained as applications and websites
which are mainly designed to permit people to sharing the content in quick manner. The social media is helpful for
the business to connect with customers to develop brand, enhance sales and also drive the traffic of website. Social
media is being used to advertise products, to support brands, to communicate with current customers and to
encourage new business. Social media makes it possible, in terms of consumer reviews, to tell a company and
everyone else about their interactions with the business whether those interactions are positive or poor. The
company can respond to both positive and negative feedback very quickly, attend to customer problems and retain,
restore or rebuild customer trust. Social media has proven itself to be a critical element in creating brand
recognition (Bilgin, 2018). It is because social media is a perfect forum for brands to build consumer relationships,
while at the same time getting the chance to find new leads. Social networking is beneficial for a business to
increase brand awareness and expand the reach of consumers. The goal is typically to build content that is
convincing enough for people to share this with the social networks.
Effect of social media to brand awareness of products of Marks & Spencer
As per opinion of Hansel Bagus Tritama and Riswan E. Tarigan (2020) Social media has proven to be
main factor in developing the brand awareness. It is because the social media is better platform for the brand in
order to maintain positive customer relationships while having better opportunity to be found through new leads
(Schivinski and Dabrowski, 2016). Brand awareness is a potential buyer's ability to identify and remember a brand
as part of a given category of product. The growing use of social media is changing the system of the businesses
responding to the needs of the customer and wanting and growing the possibilities for companies to sell their goods
and services in a personalized and personal way. Other than this, Marks & Spencer use social media as tool to
promote its products and also make the consumer aware with brand. Rising brand awareness and transmitting
message to masses breaking the regional barriers to reach audience globally, social media marketing plays crucial
role. People get a message about your brand with every tweet, post, retweet, like, share and also comment.
Relationship among social media and brand awareness and Marks and Spencer
As per opinion of Hansel Bagus Tritama and Riswan E. Tarigan (2020) there is a direct relationship
between the social media and brand awareness and Marks & Spencer organization. The growing use of the social
media shift business method in response to customer demands and increases business opportunities for tailored and
personalized marketing of their goods and service.
Nonetheless, answers remain as to the degree to which social media platforms are used by firms and how their
impact on brand knowledge of services and products through use of social media. With the help of social
media, company aware the customers about the brand or products and services (Godey and et. al., 2016).
Although its influence on the retail sector of United Kingdom is increasing. Following the social media
provider retailer Marks and Spencer, Instagram is mostly an organic game than a paid app. The social media
platform is now an significant part of retail marketing of social media from shopping places to influencers.
RESEARCH METHODOLOGY
Research philosophy
It is seen primarily as the investigator's conviction, which they carry out when performing
appropriate investigations. The research philosophies are of two different kinds such as interpretivism and
positivism (Seo and Park, 2018). In conducting present investigation, positivism philosophy will be used
because this gives the proper outcomes by analyzing the collected data in an effective manner.
Research Design
Research design is set of methods and process that mainly used in gathering and analyzing the measures of
variables specified in problem investigation. There is descriptive, explanatory and experimental design. In
conducting research, descriptive research design will be used because this helps in provide the detailed
explanation or information regarding the effect of the effect of social media and its tools.
Data collection
Data collection is defined as the efficient method the investigator uses to obtain information from various
sources and is then used by the investigator to draw relevant conclusions. Primary and secondary are the two
main data collection methods. There will be primary method used by developing questionnaire. This helps in
providing the relevant and accurate information regarding the effect of social media on brand awareness of
company (Stojanovic, Andreu and Curras-Perez, 2018).
Data collection tool
There will be survey technique used for collection of data and information because it saves time and gather
information from large number of participants.
Sampling
Sampling is the efficient process by which the researcher chooses sample size from the sample population as
a whole. Sampling is performed essentially using different approaches such as probabilistic and non
probabilistic methods. There will be 30 respondents used by using the random sampling method as this is a
main method of probabilistic sampling. Random sampling method will be used because it provides the equal
chance to chosen respondents.
Data analysis
It is useful approach that will assist in determining how the investigator will examine true, valid, and actual
data. In order to analyzing the data, thematic analysis will be used and make interpretations regarding the
collected data (Tatar and Eren-Erdoğmuş, 2016).
References
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