The Impact of Social Media on Modern Marketing Techniques: A Research Proposal

Research Proposal
The Impact of Social Media on Modern Marketing Techniques
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Contents
Chapter 1: Introduction....................................................................................................................3
1.1 Background of the Study...........................................................................................................3
1.2 Rationale of the Study...............................................................................................................3
1.3 Aim of the research....................................................................................................................4
1.4 Objectives of the research..........................................................................................................4
2. Literature Review........................................................................................................................5
2.1 Concept of Social Media...........................................................................................................5
2.2 Concept of Modern Marketing Techniques...............................................................................6
2.3 Impact of Social Media on Modern day Marketing Techniques...............................................7
2.4 Influence of Social Media on the Market..................................................................................8
3. Methodology................................................................................................................................8
3.1 Research Philosophy..................................................................................................................8
3.2 Research Design........................................................................................................................8
3.3 Research Approach....................................................................................................................8
3.4 Research Techniques.................................................................................................................9
3.5 Sampling Method.......................................................................................................................9
4. Timeline......................................................................................................................................9
Reference List................................................................................................................................12
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Chapter 1: Introduction
1.1 Background of the Study
Social Media today has become one of the most significant and fundamental requirements of
daily life. Be it while sitting idle, or while travelling, or during a small recess at work, people do
not think twice before quickly scrolling through their feeds for some time. Be it expressing
emotions to letting people know about the current trends, Social Media has become one of the
most integral part of everybody’s life. If an entity has such significance in the lives of the people,
it is not possible that it doesn’t make an impact in the market.
A few decades ago, it would have been unthinkable for people to imagine that the Internet
services, which were on an emerging stage back then, would become one of the most significant
aspects of their upcoming generations. Coming back to the present time, not only has the internet
become one of the most significant aspects on one’s personal life, but has brought a revolution in
the business world as well. Be it any age group, or from any geographic area, Social Media today
has successfully removed every barrier when it comes to the people who prefer it (Sunstein,
2018). Solely for this reason, brands today have gone online and have started creating their
presence in the virtual market, which is Social Media Platforms. In this Research, the impact of
Social Media on the Modern Marketing Techniques shall be assessed and studied thoroughly.
1.2 Rationale of the Study
What is the issue?
In order to be successful, a brand needs to communicate. And today, no platform gives
companies such exposure to communicate like Social Media does (Cornelissen, 2017). This is
the reason why Companies and organisations ranging from the National Aeronautics and Space
Administration (NASA) to Starbucks are employing using the platform extensively (Van, 2016).
Why is the issue?
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One of the reasons why companies and organisations have been using Social Media for business
purposes is due to the fact that this media gives opportunities to the company to create a wider
customer base. Since infinite numbers of people are present in the Social Media web, it becomes
easier for brands to reach out to a lot of people. Another reason why brands are totally into
Social Media marketing is due to its simplicity. One doesn’t need to know Rocket Science in
order to handle Social Media. Basic Computer application skills and internet skills is all one
needs.
What is the issue now?
It becomes very tough for someone to recollect the name of a company that doesn’t have any
presence online. Today, almost 80-85% of companies have their presence online. Be it start-ups
or any Multinational Corporation, every company leaves no stones unturned to have a big impact
on Social Media.
How will this study shed light on the issue?
Understanding the impact of Social Media in modern marketing techniques shall help companies
recognise and understand the ways to promote itself and its products/services to the people in a
more efficient and enhanced manner.
1.3 Aim of the research
The Aim of the research is to critically analyse the impact of Social Media on the Modern
Marketing Techniques employed by Companies today.
1.4 Objectives of the research
 To analyse what is Social Media and its influence on people (consumers)
 To get to know about the Modern Marketing Techniques
 To understand how Social Media merges with the Modern Marketing Techniques
 To enhance Modern Marketing Techniques using Social Media as a tool.
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