The Effectiveness of Social Media Marketing on a Business

Running head: THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING ON A
BUSINESS
THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING ON A BUSINESS
Name of Student
Name of University
Author’s Note

THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING ON A BUSINESS1

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ABSTRACT
The research is on the effectiveness of the social media marketing in the business and
theb researcher has went through the primary research policy to engrave the data which are
required for the development of the analysis of the data. It can also be stated that the increase in
the business factor by increasing the customer base and also increase the profitability of the
business. This also helps the business to increase its sustainability. The respondents in this
manner are chosen in respect to the businessman who doing their business through the social
media. The analysis of the responses received through the primary research. The analysis states
the positive result in terms of the business which are to be done through the social media
marketing.

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TABLE OF CONTENTS
1. INTRODUCTION...................................................................................................10
1.1 Introduction..........................................................................................................10
1.2 Background of the Effects of Social Media in Business.........................................10
1.3 Background of Marketing........................................................................................11
1.4 Rationale of the Study.............................................................................................12
1.5 Problem Statement...................................................................................................13
1.6 Research Aim...........................................................................................................14
1.7 Research Objectives.................................................................................................14
1.8 Research Question...................................................................................................15
1.9 Research Hypothesis................................................................................................15
1.10 Significance of Study.............................................................................................15
1.11 Structure of the Research.......................................................................................16
2. LITERATURE REVIEW........................................................................................17
2.1Introduction...................................................................................................................17
2.2 Literature Review....................................................................................................17
2.2.1 Creative Strategies in Social Media Marketing: An Exploratory Study of
Branded Social Content and Consumer Engagement......................................................17
2.2.2 Factors Influencing SMEs Adoption of Social Media Marketing..............18
2.2.3 Social Media and Business Transformation: A Framework for Research19

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2.2.4 How Brand Loyalty is affected by Social Media?........................................20
2.2.5 The Effects of Social Media Marketing on Online Consumer Behaviour. 21
2.2.6 Business Performance and Social Media: Love or Hate.............................22
2.2.7 Social Media Technology usage and Customer Relationship Performance:
A Capabilities-based Examination of Social CRM...........................................................24
2.2.8 Understanding the Generation Y and their Use of Social Media: A Review
and Research Agenda..........................................................................................................24
2.2.9 How Social Media Applications B2B Communication and Improve
Business Performance in SMEs?........................................................................................26
2.2.10 Social Media’s Influence on Business-to-Business Sales Performance....27
2.2.11 Revolution of Sales: The Impact of Social Media and Related Technology
on the Selling Environment.................................................................................................28
2.2.12 Social Selling: A Comparison of Social Media Usage across Process
Stage, Markets and Sales Job Function.............................................................................29
2.2.13 Social Spending: Managing the Social Media Mix....................................30
2.2.14 Social Media Marketing and Advertisement.............................................31
2.2.15 Do Social Media Marketing Activities Enhance Customer Equity? An
Empirical Study of Luxury Fashion Brand.......................................................................32
2.3 Gap in Literature......................................................................................................33
3. RESEARCH METHODOLOGY............................................................................35
3.1 Introduction..............................................................................................................35

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3.2 Research Outline......................................................................................................36
3.3 Research Onion........................................................................................................37
Research onion...............................................................................................................37
3.4 Research Philosophy................................................................................................38
3.5 Justification of the Chosen Research Philosophy:...................................................38
3.6 Research Approach..................................................................................................38
3.7 Justification for the Chosen Research Approach.....................................................39
3.8 Research Design......................................................................................................39
3.9 Justification of the Research Design........................................................................40
3.10 Selection of the Sample Size and Sampling Methods...........................................40
3.11 Data Collection Method.........................................................................................41
3.12 Primary Research...................................................................................................41
3.13 Data Analysis.........................................................................................................41
3.14 Research Ethical Consideration.............................................................................42
3.15 Research Limitation...............................................................................................42
3.16 Time Horizon.........................................................................................................43
4. RESEARCH ANALYSIS........................................................................................43
5. CONCLUSION........................................................................................................68
6. RECOMENDATION..............................................................................................70
REFERENCING................................................................................................................72

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APPENDIX........................................................................................................................79
QUESTIONNAIRE...........................................................................................................79

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