Social Media Research Methodology and Tools

This assignment provides an overview of the methodologies and tools used in social media research. It covers various techniques such as single-case research methodology, uses and gratifications of social media, and measuring consumers' engagement with brand-related content. The assignment also discusses the role of social media in higher education classes and the transformational sustainability research methodology. With a focus on qualitative and quantitative approaches, this document is ideal for students and researchers looking to explore the best practices in social media studies.

The effectiveness of social media as a tool to
promote business. A case study of Alexander The
Great restaurant of LONDON

Table of Contents
TITLE: “The effectiveness of social media as a tool to promote business. A case study of
Alexander The Great restaurant of LONDON”. .............................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of research........................................................................................................1
1.2 Background of organisation.............................................................................................1
1.3 Research Aims and Objectives.........................................................................................2
1.4 Research Questions..........................................................................................................2
1.5 Significance of research...................................................................................................2
1.6 Rationale of research........................................................................................................3
1.7 Conceptual framework.....................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
2.1 Introduction......................................................................................................................5
2.2 Concept of social media tool............................................................................................6
2.3 Importance of social media method in promoting business operations...........................8
2.4 Challenges faced by company while adopting social media..........................................10
2.5 Conclusion......................................................................................................................11
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................1
3.1 Introduction......................................................................................................................1
3.2 Research philosophy.........................................................................................................1
3.3 Research approach............................................................................................................1
3.4 Research Design...............................................................................................................2
3.5 Research methods.............................................................................................................2
3.6 Data collection technique.................................................................................................3
3.7 Time horizon....................................................................................................................3
3.8 Research sampling............................................................................................................4
3.9 Research limitation...........................................................................................................4
3.10 Research reliability and validity.....................................................................................5
3.11 Research budget..............................................................................................................5

3.12 Conclusion......................................................................................................................5
CHAPTER 4: DATA INTERPRETATION....................................................................................6
CHAPTER 5: DISCUSSION.........................................................................................................23
DISCUSSION ON PRIMARY DATA................................................................................23
DISCUSSION ON SECONDARY DATA..........................................................................23
Chapter 6: Reflective statement, recommendations and area of further research..........................26
6.1 Reflective statement.......................................................................................................26
6.2 Recommendation............................................................................................................26
CONCLUSION..............................................................................................................................27
REFERENCES..............................................................................................................................29

TITLE: “The effectiveness of social media as a tool to promote business. A
case study of Alexander The Great restaurant of LONDON”.
CHAPTER 1: INTRODUCTION
1.1 Overview of research
Social media is an interactive computer mediated technology which provide strong
connecting an individual with another. It will use to share relevant ideas and information from
one person to another in all over the world. It is the computer based technologies which provides
opportunity to share ideas, opinions, thoughts and information through developing virtual
network and communities. Social media refers to the way of interaction and communication
among people in which they share, create and exchange data or information in virtual
communities and networks (Hanna, Rohm and Crittenden, 2011). There are various social media
tools such as Facebook, Instagram, twitter, YouTube, snapchat and Vimeo accounts. It is great
tool which assist company in engaging people with two way communication but the nature of
two way, real time communication are actual so managers can take corrective actions over it.
Social media define as the websites and applications which are developed to allow people to
share content rapidly, effectively and efficiently. The report is based on Alexander The Great
restaurant which located at the heart of Camden and offering delicious Greek and Mediterranean
Cuisine, cooked on original charcoal grill.
1.2 Background of organisation
This research is based on Alexander The Great restaurant which is one of the leading
restaurant in London. This restaurant was established in Camden Town which is one of the
leading area in London, UK. This restaurant is famous for different types of cuisine such as
Greek. As there are many organisations dealing in food segment, so it is essential to conduct
operations through which brand image can be maintained in industry. So role of marketing and
promotion of product and services is increasing (Postill and Pink, 2012). Managers of Alexander
The Great restaurant perform activities to analyse what change they can make in their product
and services, so it is essential and relevant to implement changes. Social media plays crucial role
in growth and development of business because this is the best way through which it is easy to
communicate with society. This assist to educate people about different dishes, variety of
cuisine, etc. to consumers. So people are ready to avail services from them.
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There are different social media tools such as Facebook, Instagram, Snap chat, Pinterest,
etc. If managers of Alexander The Great restaurant plan to have account on these platform, then
it is easy to take feedback from consumers. In order to promote business, managers can use
different discount offers such as discount on tagging in post to Alexander The Great restaurant,
then there is promotion of business and improving sales and profits. Hence there is positive
impact on growth and development of Alexander The Great restaurant with the help of social
media technology.
1.3 Research Aims and Objectives
Aim: “To analyse the effectiveness of social media tool in promoting business. A case
study of Alexander The Great restaurant of London”.
Objectives:
 To understand the concept of social media.
 To analyse the importance of social media method in promoting business.
 To identify various challenges faced by company while adopting social media.
1.4 Research Questions
Questions:
 What is the concept of social media?
 What is the importance of social media method in promoting business?
 What are the challenges faced by company while adopting social media ?
1.5 Significance of research
The importance of this report is to analyse the social media which assist in promoting
business operations and its functions at global level. It will help in making connection with
different domestic as well as international level customers.
With conducting this research, it is easy for investigator to know what has to be done
through which growth and development of association is possible. Sales gets improved with use
of social media because people are using social media application to compare different
organisations. So social media technology has impact on decision making power of consumers as
well. If investigator wants to operate similar business, then they can become aware about pros
and cons of social media and technology which is best for business. In order to expand business
at different place, the ways through which social media technology can be used for feedback is
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studied in this investigation. This assist organisations that how to reduce negative impact of
social media and improves promotion of products and services.
1.6 Rationale of research
Researcher have personal interest in social media segment, so they conduct this
investigation in more interesting and effective manner. Social media is current and relevant topic
in society, so it is easy to collect primary data through respondents (Bennett and Segerberg,
2011). This investigation can used for future recommendations and to enhance knowledge about
social media technology and its impact of business promotion.
1.7 Conceptual framework
Research can be defined as a process for conducting an in-depth analysis to investigate a
topic and address the main issues. For this purpose, researchers perform a number of activities to
conduct a study. In this regard, for analysing the concept of social media and its role in
promoting business, following framework has been adopted –
Chapter 1: Introduction – It is an initial stage of a dissertation that provides the
description related to research topic, background of study and rationale behind same. Here,
researchers also formulate specific aims and objectives that covers entire portion of study and
provides direction to carry out research in specific direction.
Chapter 2: Literature review – It is the next chapter where secondary data is collected
by accessing information from online source, books and articles as well as data gathered by other
researchers (Nakamura and Chow-White, 2013). Here, for gathering information about concept
of social media, previous data that are available on authenticate websites will evaluate.
Chapter 3: Research methodology – Here, a systematic discussion is done to analyse
which tools and techniques are going to be used by researchers for preparing the study. It
includes research philosophy, approaches, data analysis and more. Through this process, data
which is required for analysing the whole concept of social media, its benefits and challenges
that a company can face, will be analysed as per desired way.
Chapter 4: Data Analysis: In this chapter, data which is gathered through primary and
secondary techniques are being statistically organised, interpreted and analysed for achieving
the main objectives of research.
Chapter 5: Discussion: Here, a critical discussion will make on entire data by various
researchers' point of view which is gathered under literature review part. This would help in
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concluding what chosen company i.e. Alexander The Great restaurant of London, needs to
consider for promoting its business.
Chapter 6: Reflective statement, recommendations and area of further research- In
this part of dissertation, researchers will describe entire journey that they have experienced,
while making the study (Quan-Haase and Young, 2010). Along with this, which techniques they
have used and alternatives that can be taken for better result are also described in brief.
Chapter 7: Conclusion: It is the last chapter of research where on the basis of entire
study, valid conclusion will be drawn for achievement of result.
For framing the main activities of research into an appropriate time-frame, further Gantt
Chart technique is used. This would help in analysing in what period the described activities
have to complete to reach on a conclusion and obtain outcomes of research.
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CHAPTER 2: LITERATURE REVIEW
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
A literature review is considered as the most important part of a research, on which entire
outcomes are depended. It provides an in-depth analysis of a chosen topic by summarising the
previous researches that were conducted by other researchers. This would help in integrating
what is known about a same topic for addressing present issues. Along with this, here researchers
can obtain required information by using a number of external sources. It includes newspaper,
articles, journals, books and more, that are available on various sites of internet (Dabbagh and
Kitsantas, 2012). But in order to make authenticity and reliability of research, it is essential for
researchers to take information from authenticate websites only, by concerning on few main
aspects. It includes copyright policy, author's name, published date and more. In context with
present research, here researchers have used a number of scholarly articles for gathering
information about social media and its usage in enhancing visibility of Alexander The Great
restaurant.
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2.2 Concept of social media tool
As per the view of MAYA DOLLARHIDE (2019), Social media tools refer as an
important modern marketing method which helps in promoting products and services of
company in effective manner. It will allow social media specialist to track and determine
performance of different sections of social marketing campaigns that includes sales, customers,
services and sentiment analysis. Social media marketing campaigns is one of the main method
social media methods or sources such as Facebook and twitter that turnover and purchase of
company. Such sites are helpful in disseminating purchase and it is directly correlating to traffic
which can be picked by specific social media tools. It is the collective of online communication
channels which are dedicated to community based input, interaction, collaboration and content
sharing. It is one of the most traditional online media platform which include social elements
such as comment field for users. In the restaurant, social media is used to market products,
upgrade brands, connect to current customers and foster the new business (Tess, 2013). It is that
method which assist in collecting and assembling data or information from blogs and social
media websites are analysing the data which helps in making appropriate business decisions. It is
that tool which take advantages of social networking to assist a firm in increasing brand exposure
and advanced customer reach. The main goal is to create content compelling enough that users
are share with their social networks.
Social media is define as websites and applications which are designed to allow an
individual to share content rapidly, efficiently and in real time. There are various people which
adopt social media as application on their smartphones or tablets. Alexander The Great restaurant
use various social media tool which can be used for promoting an organisation's goods and
services in order to gain higher income and revenue. Such methods and tools are used for
managing and maintaining all business operations in better manner. This is used for attracting
domestic as well as international customers in order to fulfil their needs and demand in better
manner (Segerberg and Bennett, 2011). Social media is used for keeping in touch with family
and friends. Some people use different social media methods to network career opportunities.
For respective restaurant, social media is a necessary tool which can be used for promoting their
different goods and services in effective way. It will help in collecting data and information
which mainly focus on marketing efforts and market research. Social media assist in promoting
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goods and services among customers which directly contributes in the increase of sales
performance of the company.
Types of Social media tools and techniques:
In order to reach social media platforms, Alexander The Great restaurant can use a
number of social media tools as given below:-
 Social Drift: It refers to best social media tool which helps in growing online followers
like on Instagram of a company. This tool includes a machine learning algorithm for
sending automated likes, feedbacks or comments which targeted a certain demographic.
Therefore, using SocialDrift tool, Alexander The Great restaurant can gain advantages to
increase customer engagement on Instagram.
 AdEspresso: It is offered by Facebook that helps marketing team of Alexander The
Great restaurant, in advertising its brand by using a number of targeting options like
custom audiences (Bolton and et. al., 2013). For this purpose, Alexander The Great
restaurant can upload a list of mail address of its potential customers to Facebook.
Further, this tool then matches the emails and provide updated information of company to
them.
 Sprinklr: This tool is trusted by SAP software and Microsoft that provides a suite of tool
for supporting marketing team of a company, to boost its visibility at social media
platform.
 Adobe Spark Post: Make effective visualise presentation of brand on social media
platform is considered as win half of the battle (10 Social Media Tools You Need in 2018,
2018). In this regard, Adobe Spark Post tool helps marketing team of respective
restaurant in producing its high-quality social media images.
 Funnel.io : This social media tool helps in aggregating the advertising information of a
company in one clean as well as simple dashboard, which make it easier for Alexander
The Great restaurant to compare its digital advertising performance at social media across
channels.
 Splice: It is a video-editing tool which is built by GoPro and allows a company to edit
social media content for increasing its visibility. With this tool, iOS users can apply
filters, trim or crop footage, add animations and more, for attracting targeted customers of
a company towards its brand.
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Thus, from all these tools of social media, Alexander The Great restaurant can boost its
visibility of business by using the concept of SocialDrift and AdEspresso. As people are mostly
using Facebook and Instagram channels for getting updates of a company. Therefore, by using
these tools respective restaurant can dramatically improve its performance and build engaged
audience as well.
2.3 Importance of social media method in promoting business operations
According to the opinion of Sharron Nelson (2018), Social media is the procedure which
help in promoting variety of goods and services among desired customers. It will assist in
connecting with the buyers which helps in enhancing awareness of brand. This is rapidly
becoming one of the essential factors of social media which gives incredible advantages to
company for reaching million of buyers in all over the world. There are various points which
describe importance of social media for Alexander The Great restaurant are as under:
 Improve brand awareness – If a company fails to bring awareness among people about
its business, then it cannot get its audience. In this process, social media is one of the
profitable and stress free method which assist company in increasing their business
visibility. It helps in boosting the visibility of business among potential customers as well
as in letting the organisation to reach its audience more easily. Therefore, it is required
for Alexander The Great restaurant to develop social media profile for the business and
start networking with others. For this purpose, its management needs to develop an
effective marketing strategy make business customer-concerned, building personas using
Facebook Insights and more (Giaccardi, 2012). By implementing social media strategy,
this will help in enhancing brand identification or recognition. These things will aid
respective restaurant in communicating authority, reflecting authenticity, encouraging
engagement, bringing down barriers and more, for increasing sales performance of
business.
 Engage with customers – Social media is an effective way which assist firm in engaging
and interacting with customers. This will assist in easily communicate with their target
customers who are willing to purchase their products and services. Moreover,
communication and engagement with customers is the best way to gain attention of
desired guest and transfer them essential message.
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 Improvement in brand loyalty – Social media is that method which can easily analyse
desired customers and build connection with them by offering required goods and
facilities. By connecting with buyers through use of social media, it is more likely to be
increasing in retention and loyalty of buyers. The development of loyal customers base is
one of the major goal in any business. It is required for restaurant manager to engage with
customers and start to develop a connection with them.
 Better customer satisfaction – A brand is the value of their customers which take time
to compose a personal message that is perceived naturally in positive manner. The main
importance of social media tools is that it provides better customer satisfaction (Jagongo
and Kinyua, 2013). In order to support this statement, it can be said that social media also
allows company about different expectation of customers. This awareness about
customers demand will allow company in fulfilling them effectively. As a result, it
impacts positively on the satisfaction level of customers. In context of Alexander The
Great restaurant of London, it can be said that with the effective usage of social media,
the company can easily offer its effective services to customers according to the need of
customers. This will lead to improvement in satisfaction level.
 Market awareness – Social media tool is one of the best way which assist in analysing
customers needs and wants instead of directly interacting with them. It is determined as
one of the most valuable benefit and advantage of social media which helps business
organisations in promoting goods and services. Social media can assist in getting accurate
data and information regarding market which ultimately helps restaurant in improving its
productivity and performance.
 Getting appropriate information about competitors and their strategies for
retaining customers – It refers to most beneficial advantage of social media platform for
Alexander The Great restaurant. Its marketing team can use digital technology or social
media to track competitors record, number of followers and what they are offering for
retaining loyal customers (Kannabiran and Dharmalingam, 2012). This would help
respective restaurant in developing more effective strategies for attracting the potential
audience and generating more profitability as well.
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2.4 Challenges faced by company while adopting social media
As per the view of Jennifer Beese (2019), social media mainly influence business in
engaging with customers by offering them required goods and services. There are different types
of social media tools and platforms which are beneficial for the businesses. For business, the key
resources that helps in managing and maintaining social media campaigns is to train employees
effectively for the operation of tool. Social media has created a tremendous and large impact on
business of companies over the last few decades. It has provided a number of platforms like
Twitter and Facebook, which has transformed the way of marketing and promoting the business.
It has also changed the manner in which a company interact with its potential audience and get
their engagement within business activities. But any wrong strategy may lead to turn entire
process negative which impacts overall performance of company. Therefore, there are various
challenges a company may face while using social media marketing strategy for building its
brand image at marketplace (Godey and et. al., 2016). In context with, Alexander The Great
restaurant, the challenges that may arise at the time of adopting social media method is described
in following manner:-
 Develop brand awareness and customer loyalty – This is required for an organisation
is to build positive brand awareness among customers and also develop effective
customer loyalty. There are also dangers in order to participate in public conversation
forum. It is a clear idea that know how to handle and manage negative feedbacks or
responses of customers regarding business operations.
 Create social media strategy – It is one the major challenge in which business need to
create a social media strategy that can be daunting. A social media strategy is the
summary of plans and this will help in achieving business with the usage of social
networks (Kang, Tang and Fiore, 2014). Such objectives should be align with advanced
marketing strategy and business goals.
 Turning employees into brand advocates – When developing an online existence, top
management team of company are mainly focused on generating awareness and driving
organic reach. It is one of the easiest method to turn employees into brand advocates
which make it easy and simple. But for this process, the challenge which may arise for
Alexander The Great restaurant is to improve and enhance technical skills of its staff
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members, that requires a large amount of investment for organising training and
development programs.
 Develop an efficient and effective content marketing strategy – As quality of a
content is considered as the main key of marketing, therefore, creating an appropriate
content and concerning towards posting the same at right schedule, is essential for a
company. In this regard, any mistake in content writing or within right posting schedule
may affect brand image of Alexander The Great restaurant in negative manner. Thus, it is
essential for this brand to develop a relevant hashtag strategy, by optimising the right
content (Kumar and Reinartz, 2018).
 Reputation management – It is one of the biggest challenges for those companies that
use social media platform for marketing their products and services. Any wrong content,
negative reviews of viewers and more, may affect brand image of a company. Therefore,
to overcome from this challenges, it is essential for Alexander The Great restaurant to
build effective social media strategy so that chance of such issues may reduce in future.
2.5 Conclusion
It has been concluded from the above discussion that social media provides a number of
opportunities to Alexander The Great restaurant in boosting its online presence. By adopting a
variety of social media tools, respective company can not only boost its followers list but also get
engagement of them with business for longer period of time. Social media ads and posts are also
help in driving traffic to its company's websites, where its marketing team can increase visibility
of business, get high attention of new potential audience, showcase expertise and generate leads
for further enhancement of customer base. But apart from various benefits, social media also
creates a number of challenges for Alexander The Great restaurant, that impact on its business
negatively (Verhoef, Kannan and Inman, 2015). It includes mistakes in content writing,
promotional advertisement, lack of talented workers, reputation management and more.
Therefore, to overcome from all such challenges, its managers have to develop strong social
media strategy, through which respective company can avail benefits of this tool more profitably.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research is the in- depth and creative study of some specific topic which is systematic
and relevant in context of understanding knowledge and establish facts for resolution of specific
issue. Research is the systematic way to explain, investigate and control recommendations and
conclusions. There are some rules and regulations which are specific and integral part of
investigation to achieve specific aims and objectives. Investigation is done under ethics and
proper code of conduct, so it is essential to collect real time and actual observation. Research
creates path for collecting information through new questions and aspects (Kumar, 2019).
Accuracy can gained by conducting investigation under proper ethics which enhance to get
appropriate recommendations and conclusions.
There is use of some specific tools and techniques which are specific and relevant for
getting positive impact on investigation. Research methodology chapter of this research contains
complete and authentic information through Research Onion. This is the technique under which
different stages are considered for making study with credible nature. This is section which
gives authentication for each level of research techniques. Layers of research onion are discussed
as under-
3.2 Research philosophy
Research philosophy is the set of beliefs and customs which has to be investigated. This
is the way through which overall aspects to be covered under investigation are covered under
research philosophy. There are two types of philosophy i.e. epistemology and ontology. Under
this investigation epistemology philosophy is used because this provides complete information
about valid points to be covered and method through which it can be collected. Positivism and
interpretisvism are some positions to be considered under philosophy (Mackey and Gass, 2015).
Positivism is more relevant because this suits best with qualitative method. So for investigation
about effectiveness of social media technology, there is use of positivism position with
epistemology philosophy.
3.3 Research approach
Research approach is plan and procedure that contains step by step broadcast of collected
method for information collection, analysis and interpretation. Main focus of research approach

is on data collection and analysis of information. There are two ways of research approach i.e.
inductive and deductive approach.
Inductive approach focus small things first and then targets to bigger things. This starts
with observation of researcher and collects information about it. This makes understanding about
broad concept of topic. While deductive method is reverse of inductive approach. This is the
technique under which focus of investigator is towards board concept and then focus is towards
smaller things (Silverman, 2016). In this investigation, inductive approach is used because this
can be used with qualitative approach and investigator can further explore knowledge about
effectiveness of social media.
3.4 Research Design
There is specific method and procedure to collect, analyse and interprete information to
get solution of specific problem. There are different methods of designing research i.e.
descriptive, exploratory, experimental. In this investigation, descriptive design is used because
this is the way accurate and correct information is gathered so it is easy to give description about
specific view (Bresler and Stake, 2017). This method gives correct and relevant outcome which
is significant for enhancing knowledge of reader. There are three ways through which descriptive
research project can be completed i.e. observational, case study and survey. In this investigation,
survey is used. Survey is done through questionnaire and collecting views of respondents.
3.5 Research methods
Research method is the study about how investigator perform investigation actions to get
correct and relevant outcome. With considering research method, it is easy to conduct
investigation under systematic format. There are two method of conducting investigation i.e.
qualitative and quantitative method.
Quantitative method is used to quantify the issue by collecting numerical data and
converting it into statistical information. Under this method, there is use of different technical
aspects to represent information in systematic and structured format. Qualitative method is the
method under which information is collected and actions are performed to underlying opinion,
reason behind knowing specific changes (Flick, 2015). This method is part of exploratory
investigation by collecting information about uncover trends and identifying in- depth
information about topic. Some methods to collect qualitative information are focus group,
interviews, questionnaire, etc.

In this investigation, qualitative method is used because this method provides justification
behind providing specific view point in order to make clear understanding about it. This method
can understood by reader because of graphs and charts.
3.6 Data collection technique
Data collection refers to the process through which information is gathered, analysis and
interpreted for the purpose of drawing valid conclusion. This is essential for providing relevant
recommendations and conclusions over it. There are two methods of data collection i.e. primary
and secondary method.
Primary information refers to data which is first handed and collected by researcher. This
method is more relevant but time and cost consuming. Questionnaire is the technique through
which primary information is collected. Questionnaire is legal document under which some
specific questions are asked about social media (Ledford and Gast, 2018). Respondents has to fill
form to give their views. Secondary information is collected through online sources, books,
journals, etc. But it is important to consider that sources which are recently dated and authentic
to make data more relevant for use. In this study about effectiveness of social media, both the
sources of data collection are used. With these method, relevant and authentic interpretation and
conclusion can be provided. Primary information is collected through questionnaire and
secondary information is collected through online sources under literature review chapter of this
investigation.
3.7 Time horizon
Time horizon is the process through which estimated time can be known to complete
study. There are different activities required for conducting investigation such as introduction,
aims and objectives, literature review, etc. So this is time consuming, hence in order to identity
time for completing activities, a technique is used i.e. Gantt chart. This is the pictorial
description through horizontal and vertical lines providing information about different activities.
This provides information about specific time required for all the research activities, so it is easy
to complete research activities in better and effective manner (Fletcher, 2017). Team mates are
able to understand how much time is required to conduct different activities. Benefits of Gantt
chart is this provides sequential performance of research activities, so it is easy for investigator to
give appropriate recommendations and conclusions over effect of social media in promoting
business.

3.8 Research sampling
Sampling is the method through which some individuals are selected for the purpose of
collecting views for primary information. There are many employees from whom primary
information can be collected. So sampling is used to collect information from some individuals.
There are two methods of sampling i.e. probability and non probability sampling. In this
investigation, random sampling is used. Simple random sampling as part of probability sampling
is used in this study (Brannen, 2017). This is the method under which possibilities of collecting
bias information is nil. So there is equal possibilities for work force of being selected for the
purpose of knowing their views. Random sampling method is most favourable to collect specific
and relevant information in context of effectiveness of social media. 30 employees are randomly
selected for the purpose of collecting primary data.
Research ethics- In this Research in- depth study is done about effectiveness of social
media technique and its impact on business performance, so research code and conduct are
considered to get relevant and authentic outcome. There are three aspects of research ethics i.e.
anonymity, confidentiality and consent. These three ethical consideration gives boost to
investigation. Consent is taken from respondents by telling them about investigation, so they are
aware about facts of conducting investigation. Confidentiality is maintained about identity of
respondents. Apart from this, collecting information is kept confidential so information does not
get stolen. This makes it easy to give some specific recommendations over it. While anonymity
is maintaining identity of participants hidden and does not give any conclusion and
recommendations linking with it. So, it will be easy to give reliable and valid information to
readers.
3.9 Research limitation
Research is time and cost consuming process. Time requires to collect information
through primary and secondary information, while primary information is collected through
questionnaire. Cost is required to acquire resources and conduct investigation in absolute and
correct manner (Irwin and Springgay, 2017). In this investigation, there is limitation of time.
Investigator is not able to collect primary information within specified time because of framing
questionnaire and getting revert from work force of Alexander the Great Restaurant of London.

3.10 Research reliability and validity
This investigation is reliable and valid because information is collected through authentic
sources which are up to date. This is relevant and significant to understand changes in better and
effective manner. Questionnaire is filled by employers of Alexander the Great Restaurant of
London. So collected information is valid to give interpretation and conclusion over it.
Questionnaire is related to effectiveness of social media, so they are valid for consideration of
research conclusion and recommendations (af Wåhlberg, 2017).
3.11 Research budget
Research budget refers to set of amount which is required to acquire resources for the
purpose of acquiring resources such as internet connection, mobile, membership of library,
stationary, etc. This is important because there is specified amount for conducting investigation.
In order to conduct this study, there is requirement of £ 300.
3.12 Conclusion
It has been concluded from all above discussion that research methodologies provides the
proper techniques and approaches to researchers, for conducting their study in prescribed
manner. Here, they can build effective strategy to perform different activities like how to gather
information, organise the same and make interpretation for obtaining result. By choosing right
techniques and strategies, would help researchers in maintaining efficiency and effectiveness of
their research as well.

CHAPTER 4: DATA INTERPRETATION
Questionnaire
Q 1) Are you aware with the concept of social media?
a) Yes
b) No
Q 2) As per your thoughts, which one is the most effective social media tool that helps
companies in promoting their products and services?
a) Facebook
b) Instagram
c) Twitter
Q 3) Do you think, social media tools are helpful for Alexander The Great restaurant of London
in promoting its offering among customers?
a) Agree
b) Disagree
Q 4) As per your vision, what are the main benefits of social media tools for Alexander The
Great restaurant of London?
a) Improves reputation of company
b) Increases sales performance
c) Develops positive relationship with customers
Q 5) According to you, which one of the below stated is major drawback of adoption of social
media tool for Alexander The Great restaurant of London?
a) Higher chances of negative feedbacks
b) Might represent negative aspect of company in front of customer
Q 6) Do you think, Alexander The Great restaurant of London should go back to traditional
marketing methods for better result?

a) Agree
b) Disagree
Q 7) According to your view point, what are the different promotional tools that could be
adopted by Alexander The Great restaurant of London for improving its sales performance
effectively?
a) Direct marketing
b) Sales Promotion
c) Advertising
d) Social media
Q 8) Which kind of impact does social media place on the performance of Alexander The Great
restaurant of London?
a) Positive
b) Negative
Q 9) Do you believe, adoption of social media will improve profitability of Alexander The
Great restaurant of London?
a) Yes
b) No
Q 10) Provide some recommendation for the Alexander The Great restaurant of London by
which it can effectively enhance its profitability with efficient usage of social media tool.

Questionnaire
Q 1) Are you aware with the concept of social media? Frequency
a) Yes 25
b) No 5
Q 2) As per your thoughts, which one is the most effective social
media tool that helps companies in promoting their products and
services?
Frequency
a) Facebook 10
b) Instagram 12
c) Twitter 8
Q 3) Do you think, social media tools are helpful for Alexander The
Great restaurant of London in promoting its offering among
customers?
Frequency
a) Agree 26
b) Disagree 4
Q 4) As per your vision, what are the main benefits of social media
tools for Alexander The Great restaurant of London?
Frequency
a) Improves reputation of company 10
b) Increases sales performance 10
c) Develops positive relationship with customers 10
Q 5) According to you, which one of the below stated is major
drawback of adoption of social media tool for Alexander The Great
restaurant of London?
Frequency
a) Higher chances of negative feedbacks 15
b) Might represent negative aspect of company in front of customer 15

Q 6) Do you think, Alexander The Great restaurant of London
should go back to traditional marketing methods for better result?
Frequency
a) Agree 10
b) Disagree 20
Q 7) According to your view point, what are the different
promotional tools that could be adopted by Alexander The Great
restaurant of London for improving its sales performance
effectively?
Frequency
a) Direct marketing 5
b) Sales Promotion 5
c) Advertising 10
d) Social media 10
Q 8) Which kind of impact does social media place on the
performance of Alexander The Great restaurant of London?
Frequency
a) Positive 22
b) Negative 8
Q 9) Do you believe, adoption of social media will improve
profitability of Alexander The Great restaurant of London?
Frequency
a) Yes 23
b) No 7

Theme 1: Concept of social media tools
Q 1) Are you aware with the concept of social media tools? Frequency
a) Yes 25
b) No 5
Interpretation: Social media tools refers to various ways which helps businesses in
promoting their product and services among customers. According to the above mentioned pie
graph, it has been analysed that 25 respondents are in favour of this statement, whereas
remaining 5 among them have clearly denied to the same concept. The favourable 25 respondent
have stated that they are normally using social media tools in their office work that is why they
know about this concept very deeply. On the other hand, other respondents have said that they
have not even seen any one who uses this tool therefore they do not know about it.
25
5
a) Yes
b) No

Theme 2: Most effective social media tool that helps companies in promoting their products
and services
Q 2) As per your thoughts, which one is the most effective social
media tool that helps companies in promoting their products and
services?
Frequency
a) Facebook 10
b) Instagram 12
c) Twitter 8
Interpretation: Social media tool plays an essential role in the promotional work of the
company as it clearly states information about products and services to the customer. It has been
seen that there are different social media tools which helps companies in promoting their
products and services among customers such as Facebook, Twitter, Instagram etc. On the basis
of above mentioned graph, it has been analysed that 10 respondents thinks that Facebook is the
main tool of social media which helps companies in spreading knowledge about products among
customers. Whereas 12 respondents thinks that with the help of social media they can easily
promote valuable information of their products among customers as Instagram is one of famous
tool which is used by individuals at regular basis. On the other hand, leftover 8 people have said
that according to them, Twitter is the main tool through which products can be promoted among
customers. According to these respondents, maximum business related people are active on
10
12
8
a) Facebook
b) Instagram
c) Twitter

Twitter. This is why, if an organisation adopts Twitter as its promotional tool then it will
definitely add on maximum number of customers for them.
Theme 3: Social media tools are helpful for Alexander The Great restaurant of London in
promoting its offering among customers
Q 3) Do you think, social media tools are helpful for Alexander The
Great restaurant of London in promoting its offering among
customers?
Frequency
a) Agree 26
b) Disagree 4
Interpretation: Social media tools are beneficial for every kind of company as they are
considered as the helpful tool which helps in understanding customers of different different
businesses. In context of Alexander The Great restaurant of London, it can be said that social
media tools are helpful for the marketing team of the company as with the help of these tools
marketing manager can easily aware customers about its offerings. On basis of above mentioned
pie chart, it has been further analysed that 26 respondents of the chosen sample population have
stated positive response over the statement. This is because, they believes that London is
technologically advance city whose maximum people are active on social networks. Therefore,
Alexander The Great restaurant of London can easily promote its offering among customers by
using social media tools. On the other hand, 4 respondents have denied to the similar concept.
26
4
a) Agree
b) Disagree

These respondents believes that direct marketing is the only method by which products and
services can be promoted by Alexander The Great restaurant of London.

Theme 4: Main benefits of social media tools for Alexander The Great restaurant of
London
Q 4) As per your vision, what are the main benefits of social media
tools for Alexander The Great restaurant of London?
Frequency
a) Improves reputation of company 10
b) Increases sales performance 10
c) Develops positive relationship with customers 10
Interpretation: Social media tools are having numerous of benefits for the Alexander
The Great restaurant of London. These benefits includes improvement in reputation of restaurant,
development of positive relationship among customers and marketing team of company and
increase in sales performance of organisation. According to the above represented pie graph, it
has been evaluated that 10 people thinks that main benefit of social media tool for Alexander The
Great restaurant of London is improvement in reputation of company. These mentioned
respondents thinks that if information about products and services of restaurants are shared
through social media tools then it improves its reputation as with this, maximum number of
people gets aware about the restaurant which enhances its brand name among customers.
Whereas, another 10 respondents thinks that main benefits of social media is that it increases
sales performance of Alexander The Great restaurant of London as they believes promotion
through social media aware maximum customers which directly increases its sales performance.
Along with this, remaining 10 people believes that main benefit of social media tool is that it
10
10
10 a) Improves reputation of
company
b) Increases sales
performance
c) Develops positive
relationship with
customers

develops positive relationship with customers. As they thinks that with the medium of social
media, company can easily interact with its customers which ultimately develops their
relationship with customers. This positive relation with customers makes them loyal towards the
company for long term.

Theme 5: Major drawback of adoption of social media tool for Alexander The Great
restaurant of London
Q 5) According to you, which one of the below stated is major
drawback of adoption of social media tool for Alexander The Great
restaurant of London?
Frequency
a) Higher chances of negative feedbacks 15
b) Might represent negative aspect of company in front of customer 15
Interpretation: Every technology has its favourable outcomes as well as drawbacks.
While understanding drawbacks of social media it has been analysed that there are three main
drawback of this social tool that is time consuming process, Higher chances of negative feedback
from customers and probable chances of shared data in front of customers. Along with this,
restaurant owner can go for another marketing medium which could give quick monetary returns
to the company. Whereas, 15 people have declared that according to them main drawback of this
social media tool for Alexander The Great restaurant of London is Higher chances of negative
feedbacks from customers or competitors on social page of company. This could affect
reputation of the restaurants at social media sites. This becomes major issue for the restaurant.
15 15
a) Higher chances of negative
feedbacks
b) Might represent negative
aspect of company in front of
customer

On the other hand, the leftover 15 people thinks that major drawback of adopting social media
for the Alexander The Great restaurant of London is that there are probable chances that
customers might take posted information from the social media operator manager in negative
manner. This could affect relationship of company with the customers as these customers thinks
that the services of restaurant are not right for them.

Theme 6: Alexander The Great restaurant of London should go back to traditional
marketing methods for better result
Q 6) Do you think, Alexander The Great restaurant of London
should go back to traditional marketing methods for better result?
Frequency
a) Agree 10
b) Disagree 20
Interpretation: Every organisation does not stick on single marketing tool as they uses
numerous of tools which helps them in gaining maximum profits. It has been seen that there are
two types of marketing method that is modern or traditional marketing method. As per the above
represented graph, it has been analysed that 10 people have shown their positive response
towards the statement as they thinks that Alexander The Great restaurant of London should go
for traditional marketing methods for attaining better results. In order to support this statement,
these respondents have said that traditional marketing method is the best for the restaurant
business as with this method, they can directly interact with customers face to face. As a result,
this gives better business to restaurant. This ultimately increases its profitability effectively. On
10
20
a) Agree
b) Disagree

the other hand, while asking similar question to leftover 20 respondents. It has been seen that
these respondents have denied to the similar thought as they believes the restaurant business
cannot rely on single method. Therefore, it is essential for them to go for the latest marketing
method that is social media tools. These respondents have also stated that, if Alexander The
Great restaurant of London uses social media tool then they can easily approach to maximum
number of customers. And this support of customers will contribute in the quick achievement of
organisational goals effectively. Along with this, it will also improve profitability of the
company in effective manner.

Theme 7: Different promotional tools that could be adopted by Alexander The Great
restaurant of London for improving its sales performance effectively
Q 7) According to your view point, what are the different
promotional tools that could be adopted by Alexander The Great
restaurant of London for improving its sales performance
effectively?
Frequency
a) Direct marketing 5
b) Sales Promotion 5
c) Advertising 10
d) Social media 10
Interpretation: Promotional tools are used by firms in order to make their products and
services familiar among the customers. This is an important factor which is beneficial for firms
in order to enhance their overall sales and profitability ratio. Promotional tools are also useful in
order to develop awareness about the products so that customers can purchase them. From the
above mentioned graph, it has been concluded that out of 30 respondents 5 respondents are in
favour that direct marketing is beneficial in order to improves sales index of firm, 5 people said
that sales promotional tool is also beneficial for promotion of goods and services, while 10
respondent said that Advertisement helps people in order to make people familiar with the
5
5
10
10
a) Direct marketing
b) Sales Promotion
c) Advertising
d) Social media

products and services which are offered by them. On the other hand, leftover 10 respondent have
said that social media is best promotional tool for Alexander The Great restaurant of London.
This is because, these tools helps organisation in interacting with customer in effective manner.
This interaction aware company about expectation of customer. As a result, they will be able to
deliver products and services according to the requirement of customers.

Theme 8: Impact of social media on the performance of Alexander The Great restaurant
of London
Q 8) Which kind of impact does social media place on the
performance of Alexander The Great restaurant of London?
Frequency
a) Positive 22
b) Negative 8
Interpretation: Social Media tools places both the positive as well as negative impact
over the Alexander The Great restaurant of London. While asking this question from the chosen
restaurant, it has been analysed that 22 people have shown their positive response towards the
statement as they think social media tool places positive impact over the business performance
of Alexander The Great restaurant of London. On the other hand, remaining 8 respondents thinks
that the impact of social media on performance of Alexander The Great restaurant of London is
negative. As social media also brings some negative influence for the restaurant which harms its
business activities and directly reduces its performance.
22
8
a) Positive
b) Negative

Theme 9: Adoption of social media will improve profitability of Alexander The Great
restaurant of London
Q 9) Do you believe, adoption of social media will improve
profitability of Alexander The Great restaurant of London?
Frequency
a) Yes 23
b) No 7
Interpretation: Social Media tools are helpful for Alexander The Great restaurant of
London. It can be said that the main benefit of adoption of social media tool for Alexander The
Great restaurant of London is that it improves profitability of the restaurant. On the basis of
above mentioned graph, it has been identified that 23 respondents have declared that “Yes”
adoption of social media tools will improve profitability of Alexander The Great restaurant of
London as promotion through this tool will enhance awareness about the restaurant. This
awareness will ultimately influence customers to use services of the restaurant which ultimately
improves its profitability. The leftover 7 respondents have denied to the similar thought as they
thinks that social media promotion can only aware customers about the services or product
offered by Alexander The Great restaurant of London. But, in actuality the effective services
given by the staff of Alexander The Great restaurant of London can persuade these customers to
visit the restaurant again and again.
23
7
a) Yes
b) No

CHAPTER 5: DISCUSSION
DISCUSSION ON PRIMARY DATA
From the above mentioned discussion, it has been analysed that Social media tools are
seen as the effective marketing method that helps companies in promoting their products and
services among customers. Along with this, it has also been seen that these tools also helps
company in improving its business performance in positive manner. In addition to this, it has
been further analysed that there are numerous benefits of this concept which includes profit
enhancement, improvement in sales performance etc. It has been further analysed that these
method helps company in enhancing their relationship with the customers which persuade the
interest of customers towards the company for longer period of time.
Apart from the benefits, it has been later seen that there are number of drawbacks of
social media concept which impacts negatively on the organisation. The main drawbacks of
social media are slow response from customers and high chances of manipulation of data that is
seen by customers on social media platform. It has also been seen that maximum number of
respondents are in the favour of adoption of social media tool which helps an organisation or
restaurant in promoting their products and services among customers in effective manner. This
effective promotion ultimately helps businesses in grabbing attention of maximum number
customers which results in the improvement in sales performance of the company. As a result,
profitability of the organisation increases rapidly with high sales.
DISCUSSION ON SECONDARY DATA
Concept of social media tool
With the help of above mention literature review, it has been examined that in today's
world social media platform plays very important role in expanding business operations. It
includes various tools and techniques with the help of which company can enhance their
productivity as well as performance. Social media is a platform which is designed to share
informations in very less time. People across the world use applications on their smartphones
with the help of which they get to know more about the products and services offered by various
business organisations. Alexander The Great restaurant adopt various tools in order to promote
its products and services and grab attention of large number of customers. As a result, it will
enhance the brand name along with revenue and generate competition among marketplace. In

addition to this, large number of customers use social media for the development of their skills
and to gain latest job opportunities. In context of Alexander The Great restaurant, management
team of the company use social media to attract local and international customers in order to
satisfy their requirements by providing high quality food products.
Importance of social media method in promoting business operations
According to the above mention literature review, it has been examined that Social media
is the process which aid the company while promoting variety of its products and services across
the world. There are various elements which are described as the importance of social media in
order to promote business operations. With the help of social media, company can enhance the
profitability as well as productivity in the competitive marketplace. This will help the
management team of restaurant while connecting with the customers across the world which will
enhance the brand image. Along with this, it is the factor which is cost effective as it includes
less cost while promoting the products and services as compared to other promoting tools. One
of the biggest advantage of this method is that it enable the firm to connect with large number of
customers across the whole wide world. In addition to this, it has also been analysed that
company adopt social media platforms for connecting with customers, and provide them
informations and knowledge regarding their products and services. As a result, company can
retain their loyal customers as well as attract more new customers. With the help of social media,
company can develop strong relationship with their customers as well as analyse their
requirements and needs to serve them appropriately.
Challenges faced by company while adopting social media
As per the above mentioned literature review, there are various factors which affect the
working of an organisation. For instance, company face various challenges while adopting social
media platform in promoting the products and services. It is very difficult for the company in
order to adopt social media in their organisation, as it is the method which have both positive as
well as negative effect on the working of organisation. Social media created large impact on the
growth of business as it helps in attracting large number of customers across the whole wide
world. But on the other hand, any wrong information negatively affect the brand image as well as
productivity of the company. There are various challenges faced by company while adopting
social media in order to promote their services and products. One of the biggest challenge faced
by restaurant owner is that if customer post negative comments and review on their website it

will affect the reputation of the company. Which will leads to affect the profitability as well as
goodwill at the competitive marketplace. Along with this, company face one more challenge
while adopting social media is that it affects the customer loyalty. It can be said that if there is
any negative comment shown on the website of the company, it affects their current customers
base. For reducing such challenges, company need to examine positive as well as negative
comments and reviews on a regular basis, so that it does not affect reputation, customer base as
well as profitability of the company.

Chapter 6: Reflective statement, recommendations and area of further
research
6.1 Reflective statement
For making the dissertation report, I have chosen the topic “To analyse the effectiveness
of social media tool in promoting business”, which is based on a case study of Alexander The
Great restaurant of London. To conduct dissertation on this topic, I have used both primary and
secondary techniques for gathering adequate amount of information on the same. Here, in
secondary research, I have summarised the previous data that present on Google Websites, in
brief manner for analysing the concept of social media. This would help in analysing what a
company needs to concern while increasing its online presence and interacting with online
customers. Therefore, this research helps me in increasing my knowledge in social media
through which, I can provide better recommendation to a company in boosting its positive brand
image on online platform. Along with this, here to conduct given dissertation, I have developed
an effective team of 5 members where each one has performed at their level best for obtaining
outcomes in set period of time. Thus, working in a team also gives me opportunity to improve
and enhance leadership and managerial skills.
6.2 Recommendation
On the basis of above made discussion, it has been recommended to top management
team of Alexander The Great restaurant of London to follow certain suggestion while for usage
of social media tools so that its promotions can be done in effective manner. Appropriate
promotion will help this restaurant in improving of sales performance which leads to higher
profitability. Some of the main recommendation for Alexander The Great restaurant of London
are stated as below:
 At first, it is recommended to top management team of Alexander The Great restaurant of
London to analyse the competitor's practices which are adopted by them at the time of
using social media tools for promoting their products and services among customers. This
analysis will allow top management team in understanding initiatives and strategies used
by rival companies during usage of social media. As a result, it will help them in handling
negative aspects of social media tool. This will help company in using social media tools
effectively for promoting their products and services among customers (Xie and Lee,

2015). This will aware maximum number of customers about the restaurant's offering
which leads to improvement in sales performance of restaurant.
 At next, it is suggested to top management team of Alexander The Great restaurant of
London to focus on providing training to employee who operates social media account of
company. In this training, these employees are taught about their usage of adequate
English while sharing the post on social media. This will also help company in
maintaining their brand name among customers as their interaction with the customers
through social media medium is very genuine and decent. This positive brand image of
company enhances interest of customers towards the Alexander The Great restaurant of
London. As a result, it increases profitability of the company.
 The another advice which is given to Alexander The Great restaurant of London is that
all employees are required to be asked to post their personal experience with the
company. These post will grab attention of the customers as they will feel that employees
of the company are happy with the services of company (Schivinski Christodoulides and
Dabrowski, 2016). This shows positive attention of customers towards the company. As a
result, they gain high customer support. This support of customer will help customers in
gaining maximum profits.
 Further, it is recommended to Alexander The Great restaurant of London to focus on
posting valuable offers on social media for attracting active customers towards the
restaurant. These post will attract customers towards the company as receives variety of
offers in restaurant which saves their money during visit to Alexander The Great
restaurant of London. Along with this, it will also improve profitability of the restaurant
with excessive sales.
CONCLUSION
As per the above mentioned report, it has been conclude that Social media is a method
used by every individual in order to communicate, share information or interact with other
person virtually. There are different types of social media tools which helps the company in
order to promote their goods and services in an effective manner. These tools includes Facebook,
Instagram, twitter, and so on. Along with this, various challenges has been analysed which was
faced by organisations while adopting social media platform. These challenges affects the overall
working environment as well as reputation of the company in a negative manner. In addition to

this, it has also been examined that there are various social media tools which was adopted by
company in order to enhance the brand image as well as productivity. Company is using Social
Drift and AdEspresso in order to promote their products and services at international as well as
global level. With the help of social media tools, company can improve the brand image, satisfy
the requirements of customers as well as create brand awareness at the marketplace. Along with
this, it has been analysed that in this report both the primary as well as secondary method has
been used by the investigator that helps in drawing valid conclusion.

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