The Impact of Social Media on Marketing

Research Project

Table of Contents
TITLE: To identify the impact of social media on marketing. .......................................................3
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................3
RESEARCH METHODOLOGY.....................................................................................................5
REFRENCES ..................................................................................................................................8
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TITLE:
“To identify the impact of social media on marketing”.
INTRODUCTION
Marketing refers to the activity of an organisation which is associated with buying and
selling of goods and services. There are several activities included in marketing such as
advertising, delivering of products to customers, selling and so on. Main work of marketing
department in organisation is to attract large number of people and fulfil their requirement
(What Is Marketing? Definition And Meaning. 2019). This research is based on Zara which is
retail sector company founded in 1975 by Amancio Ortega and Rosalia Mera. They are serving
their products and services at worldwide level which is clothing. Respective research is going to
understand the concept of social media in marketing sector. Along with this, it will determine the
reason of replacing existing marketing strategy of Zara with social media. At the end,
effectiveness of respective marketing tool for increasing sales.
Aim of the project - “To identify the impact of social media on marketing in order to enhance
sale of business”. A study on Zara.
Objectives -
 To understand the concept of social media.
 To analyse the influence of social media on the marketing operations of Zara.
 To determine the effectiveness of social media strategy for enhancing business sales.
Questions -
 What is the concept of social media ?
 How to analyse the influence of social media on the marketing operations of Zara?
 Determine the effectiveness of social media for enhancing business sales ?
REASON FOR CHOOSING THIS RESERACH PROJECT
There are several reason of choosing this research project but out of these some major are
impact of social media on marketing, less expensive tool for marketing, paper free environment
and so on. Now a days everything is moving towards digitalisation which brings more attention
towards marketing department of Zara.
LITERATURE REVIEW
The concept of social media.

Social media refers to websites and application that are designed for allowing people to
share content quickly and efficiently (Burns, Bush and Sinha, 2014). Retailers are the one who
used this social media as an integral part of marketing strategy. It facilitates communication with
customers , enabling the melding of social interactions on e-commerce sites .Some people will
use various social media applications to make different network career opportunities in which
they will find people across the globe with building new social media opportunities. There are
some tools of social media explanation of these are as follows :-
 Buffer - It is one of most recognized tool in industry that can schedule any type of posts
across any platform you want, it can also used to follow up all posts by evaluating which
one is more efficient and why they were effective.
 Sprout social - It is one of the social tool that help managers to make better control on
the efforts (Andreasen, 2012). It features multi level access allowing directional control
and provide access from lower level members to provide better coordinate and delegation
tasks. Hoot suite - It is a powerful tool for average media marketer that can provide free
version and relatively inexpensive paid options that can make posts in advance.
To analyse the influence of social media on the marketing operations of Zara.
Social media have its wide impact on the marketing operation of Zara because through it
they can easily attract as well as approach large number of organisation (Baker, 2016). Their is
several reason behind implementing social media for influencing marketing operation of Zara .
Explanation of these are as follows :- Develop wide market area for company – Through social media tools such as twitter,
LinkedIn, Instagram and so on Zara can develop large market area for their customers.
Along with this they can attract and maintain relation with their existing as well as
potential customers. Easy feedback taking – Feedback of customers is important for enhancing offerings
because through feedback Zara identify that at which level they are facing problem
(Fuchs, 2017). Direct contact with customers – With the assistance of social media Zara directly contact
with their customers and solve their issues, answer queries also.
Determine the effectiveness of social media strategy for enhancing business sales.

Social media is marketing tool which assist Zara in enhancing their sales. Effectiveness
of respective marketing tool in relation to increasing sale are as follows :-
 Know the right platform to use - When people think for going in social media, it is
important to know right platform to make target for particular market. Social media is a
great avenue which can generate revenue that may target particular audience.
 Connect and builds relationships - It is necessary to build relationship between all
individuals that can understand customers taste and expectations where social media can
connect people like Facebook, linked In and twitter which can enhance the productivity
in business.
 Post often - It is necessary to make people to look forward to new information that can
make page active regularly by making posting that can be relevant in brand. The content
should not appear over promotion so people can tired from advertisements, we can use
social blogs to improves the lives of consumers making content to be relevant to
everybody.
ACTIVTIES AND TIMESCALES
Gantt Chart is given by Henry L. Gantt who is an American engineer as well social
scientist and it is introduced in 1917. Gantt Chart is an framework which use for managing
overall project as well as through its graphical presentation it become easy to plan, track and
coordinate. In this framework task or events are shown against their starting and ending timing.
Thus, on left side graph are presenting which reflect activities along with their suitable time on
the top. Each and every activity is illustrated through bars; the position as well as length of the
bar shows their start date, duration and end date of the activity.