Social Media's Impact on Brand Perception

This assignment delves into the profound influence of social media on brand perception. It examines how consumers utilize social media to gather information about brands, make purchasing decisions, and form opinions. Key areas explored include the impact of social media marketing messages, brand transparency through fan pages and accounts, the speed of information dissemination (both positive and negative), and the effectiveness of two-way communication between consumers and businesses. The assignment also investigates the role of social media in shaping consumer purchase intent and expressing satisfaction or dissatisfaction with brands.

To analyse the impact of social media marketing strategy in creating brand
image of the organization: A study on Marks and Spencer" in Hong Kong
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ACKNOWLEDGEMENT
For the accomplishment of the present dissertation, I would like to sincerely express by
earnest gratitude to my mentor who has provided me sufficient knowledge and greater support.
Further, I would also like to thank my friends, colleagues and family members who have guided
me at every stage while conducting this dissertation. Through their support, I was able to
complete my thesis with effectiveness and in an accurate manner. Lastly in the series, I would
also like to state special thanks to my team members who have provided me huge assistance in
collecting relevant set of data and further analysing it.
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ABSTRACT
Aim: “To analyse the impact of social media marketing strategy in creating brand image of the
organization: A study on Marks and Spencer" in Hong Kong
Methodology: For carrying out the present dissertation with the aim of completing the research
in systematic manner, the researcher has selected different types of research methodology.
Interpretivism philosophy is selected for the present research. Both primary and secondary
method is used for collecting the information. In primary method, survey is conducted and for
collecting secondary information, books and journals will be considered. Qualitative method is
used for analysing the collected data. Under this, thematic approach is considered for presenting
the findings in an effective manner for understanding the impact of social media marketing
strategy on creating a brand awareness.
Results: Marks and Spencer should make its strong presence on social networking sites in order
to create brand awareness or enhance sales. Through marketing on social media, Marks and
Spencer can easily promote its product all over the world without spending long time or high
cost. On the other side in traditional marketing, company need to spend huge cost and time and it
is not easy to target large number of people. Hence, the collected information is consistent with
secondary data which shows social media is effective tool in respect to create brand awareness
and it positive impact on the firm
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Table of Contents
ACKNOWLEDGEMENT...............................................................................................................2
CHAPTER 1- INTRODUCTION....................................................................................................6
1.1 Overview..........................................................................................................................6
1.2 Research problem.............................................................................................................6
1.3 Chapter structure..............................................................................................................7
1.4 Focus and Purpose............................................................................................................8
1.5 Aims and objectives.........................................................................................................9
Research questions.................................................................................................................9
1.6 Framework and analysis...................................................................................................9
1.7 Potential Significance.....................................................................................................10
CHAPTER -2 LITERATURE REVIEW.......................................................................................12
2.1 Introduction....................................................................................................................12
2.2 Concept and importance of social media marketing strategy for Marks and Spencer...12
2.3 The effectiveness of social media marketing strategy for creating brand image...........15
2.4 The impact of social media marketing strategy in creating brand image of the Marks and
Spencer.................................................................................................................................17
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................22
3.1 Introduction....................................................................................................................22
3.2 Research philosophy.......................................................................................................22
3.3 Research design..............................................................................................................23
3.4 Research approach..........................................................................................................24
3.5 Research strategy............................................................................................................24
3.6 Data collection methods.................................................................................................25
3.7 Sampling.........................................................................................................................26
3.8 Data analysis:..................................................................................................................26
3.9 Ethical consideration......................................................................................................27
3.10 Research limitation.......................................................................................................27
3.11 Validity and reliability..................................................................................................28
CHAPTER 4: DATA ANALYSIS................................................................................................30
4.1 Introduction....................................................................................................................30
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4.2 Thematic analysis...........................................................................................................30
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................52
5.1 Conclusion......................................................................................................................52
5.2 Recommendation............................................................................................................54
REFERENCES .............................................................................................................................56
Appendix........................................................................................................................................61
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CHAPTER 1- INTRODUCTION
1.1 Overview
In modern era, social media is playing a significant role in business in order to grab the
attention of large number of customer and for creating brand image. Social media can be defined
as an instrument that helps to communicate and interact. Companies across variety of industries
such as retail and consumer, hospitality, travel and tourism exploring social media to tap
opportunities in market research (Wheeler, 2017). They look it as a product promotion, brand
image, collaboration with stakeholder, customer services and recruitment. It has drawn a lot of
attention both to companies and individuals interacting on the networking landscape. People all
over the world are using different social networking for interacting with each other, searching
product etc. Therefore, it has provided an opportunity to the companies to use it for selling their
product and creating brand image in market. Brands are important because it shapes customer’s
decision and also create economic value. Along with this, brand is one of the key factor behind
making a purchase decision. In respect to create brand awareness in a successful way, it is
important to consider that customers everyday are bombarded through more and more marketing
messages.
The present research is based on “To analyse the impact of social media marketing strategy
in creating brand image of the organization”. There is increase in competition between
companies in the retail industries. Equally, there are many companies who are using new
technologies and social media for targeting customer. Therefore, it becomes essential for Marks
and Spencer (M&S) to use social media marketing strategy so that it makes easier for them to
survive in competitive market. Social media can directly have influenced M&S to target large
number of customer for selling their products and services. Hence, the concern of this study is to
increase the awareness of M&S brands through the power of social media. To create image in
market, company need to focus on selling quality product and provide right information to client.
Through taking feedback from customer related to products and services and modify them help
in making customer more loyal (Vigneron and Johnson, 2017). Hence, social media is a platform
that provides company chance to directly communicate with customers.
1.2 Research problem
Social media marketing has offered a large number of new opportunities for companies in
order to promote their products and services. With the multitude of new media developing it
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become tough for firms to raise awareness of their band. Therefore, firm can focus on using
social media strategy effectively and efficiently so that they improve their brand image in market
(Cooil, Keiningham and Hsu, 2007). Regular communication with customers helps in
recognising customers about the brand. However, social media for marketing used by M&S is
not enough effective in order to influence customers and making them aware of their brand. Most
of the customers who unable to recognise company as because they get less advertisement of the
firm or they are not influenced by the customer services. They are using various tactical tools of
social media but that are not effective enough for creating brand image. In this regard, M&S
need to make improvement in its social media marketing strategy. Social media marketing is
itself stated to the use of various social media platforms available at a global level. Also termed
as internet marketing, some common platforms that are mainly being used involve Facebook,
Twitter, YouTube and Instagram, etc. By this, the organisations can directly refer to interact with
its audiences and target them, accordingly. It is one of the best tool used for conducting market
researches and is together known to impact upon the brand image of an enterprise. Brand image
is generally considered as the image of an enterprise in front of its related audiences or even
those who are not in touch with it but can still analyse its existence on the basis of its logo or
slogan, etc (Hudson, Roth and Hudson, 2015). This is basically referred as the dissemination of
messages with help of social media tools as a way of marketing the designed products and
services to the users. It thus proves that brand image and social media marketing are greatly
related to one other where the messages in the form of brand image are being passed by the
adopted tools of social media as a power to influence people’s thinking towards the business.
1.3 Chapter structure
To complete the entire dissertation, it is important for investigator to follow a sequential
pattern by adhering to a well-defined and appropriate structure. This structure can be shown by
following a series of chapters which can be undertaken as a part of the research study. Here are
the different chapters:
Chapter 1: Introduction: It is first part of dissertation that will provide overview of the selected
topic with focuses and purpose. In this all the important link related to M&S will be
presented. Following this, aims and objectives, research aim will be described. At the end of
this chapter, all the tools and techniques used in the present study will be discussed along
with the potential significance of the selected topic.
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Chapter 2: Literature Review: Literature review is the second chapter that cover all the
secondary research. A detailed outline of the concept and importance of social media marketing
strategy for M&S will be discussed. The effectiveness of social media marketing strategy for
creating brand image will be identified. This segment will lay emphasis on covering the aims and
objectives of the selected investigation. Hence, this chapter is based on published work and
articles which is written by eminent author.
Chapter 3: Research Methodology: In third chapter, a description of all the methods will be
provided which is used by scholar in order to take out dissertation in a right direction. It will
consist of various limitation and ethical consideration faced by researcher while carrying out
research.
Chapter 4: Data Analysis and Findings: All the collected information will be analysed in this
chapter with the use of various themes and charts.
Chapter 5: Conclusion and Recommendations: In the last chapter, conclusion will be provided
on the basis of primary and secondary research. Then suggestion will be given on the basis
of findings.
1.4 Focus and Purpose
The research study will be conducted with the main purpose of analysing the impact of
social media marketing strategy in creating brand image of M&S. There are different
investigations have been conducted on the social media marketing strategy and its impact on
customers and company as well (Chaudhuri and Holbrook, 2001). The main purpose of this
study is to analyse the gap which is left by previous scholar on the same topic. The relationship
between social media marketing and brand awareness is revealed in most of the works and it is
shown that with the use of social media, it becomes easy for companies to enhance their sales
and profit. The concept of creating brand image is effective in respect to retail industry. It is so
because there are many advanced technologies implemented in the market and they should be
used by the firm so that they can create brand awareness and accomplish success. With effective
use of internet tools, it has made easier for targeting customer from different countries and
encourages them to make purchase. In this regard, the present study purpose is to gain deep
understanding related to the different social media aspect and it can help in creating brand image.
For an organisation, it is important to create brand image so that company can easily sell its
products and earn huge profit (Ashley and Tuten, 2015). For creating brand image company to
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work hard as they need to satisfy their customers’ needs and wants and serve them product
according to their needs and wants.
1.5 Aims and objectives
Aim: “To analyse the impact of social media marketing strategy in creating brand image of the
organization: A study on Marks and Spencer" in Hong Kong
Objectives:
 To understand the concept and importance of social media marketing strategy for Marks
and Spencer
 To identify the effectiveness of social media marketing strategy for creating brand image
 To analyse the impact of social media marketing strategy in creating brand image of the
Marks and Spencer
 To recommend strategies in order to implement social media marketing strategy in
creating brand image of Marks and Spencer.
Research questions
Formulation of the research questions is one of the essential requirement because it assists in
building a strong framework for the present investigation. There are some research questions
have been formulated that are as follows:
 What are the concept and importance of social media marketing strategy for Marks and
Spencer?
 What is the effectiveness of social media marketing strategy for creating brand image?
 What are the impacts of social media marketing strategy in creating brand image of the
Marks and Spencer?
 What are the strategies in order to implement social media marketing strategy in creating
brand image of Marks and Spencer?
1.6 Framework and analysis
In order to collect information from the reliable sources, it is one of the important step so that
appropriate decision can be made for arriving a proper conclusion and recommendation. Here are
the different steps in this regard:
 Design of research: Descriptive research design will be used for the present dissertation.
This is because it helps in describing the population which is covered in the present
study.
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 Research approach: For the present study, inductive approach will be used as because it
consists of focusing on collecting first specific information then focus on general
information. In the present study, means of social media marketing strategy which lead to
identification of their impact on the image of brand.
 Research philosophy: Interpretivism philosophy will be selected for the present research.
 Techniques of research: Both qualitative and quantitative research techniques will be
used. Method for data collection: Both primary and secondary method will be used for
collecting the information. In primary method, survey will be conducted and for
collecting secondary information, books and journals will be considered.
 Sampling technique: For the present study, probabilistic sampling method will be
considered under which random sampling method will be used. Here, 50 customers of
M&S will be selected. The questionnaire will be used for gathering the viewpoints of
customers related to the social media marketing strategy.
 Analysis of data: Qualitative method will be used for analysing the collected data. Under
this, thematic approach will be considered for presenting the findings in an effective
manner for understanding the impact of social media marketing strategy on creating a
brand awareness.
1.7 Potential Significance
The current dissertation will be essential enough in terms of developing an understanding
related to the impact of social media marketing strategy in creating brand image of the
organization. Through researching on this topic, it will help in identifying the area of social
media which need to be improved so that customer can be influenced for repeat purchase. Here
are provided potential significance of selected topic:
 The investigation will be useful to the academicians who are preparing for Ph.D. in order
to develop deep understanding related to the effectiveness of social media marketing
strategy in retail industry.
 Retail organisation will be provided support from the present research. This will help
them to use social media marketing strategy in an effective manner through considering
all its impact on the thinking of customers.
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CHAPTER -2 LITERATURE REVIEW
2.1 Introduction
After introduction section, next chapter is of literature review which is one of the critical
part in the entire dissertation. Under this section, opinion and views of different scholars in
relation to the present study are presented. All the information is collected from the secondary
sources which work as a base to carrying out further study. This section will cover the gap which
is left in the previous investigation for making it more effective. Apart from this, in this section
view and opinion of the authors will be critically evaluated. Hence, it will help in building a
theoretical base for the subject under the study. The present literature review chapter will include
overview of social media strategy and its impact on the company and customers. Later on, the
effectiveness of social media marketing strategy for creating brand image will be identified.
Lastly, the impact of social media marketing strategy in creating brand image of M&S will be
analyzed.
2.2 Concept and importance of social media marketing strategy for Marks and Spencer
According to the view of Hsu and Lawrence, (2016), Social media is a website that enables
users to create and share content on Facebook, Twitter and other social networking. In social
media, it is easy to connect with a large number of people from different parts of the countries.
Along with this, there are large numbers of people who are using the social network for
connecting with people.
Schivinski and Dabrowski, (2016), state that social media is of utmost prominence in
today’s modern world where it equally impacts upon both the individuals and the businesses
operating at a global level. It is with a special context of marketing where social media is a
buzzing tool for most of the marketers. This not only makes their task easy and convenient in
terms of managing the funds and time required to conduct manual procedures of marketing but
together helps in attracting a large set of customers towards their offered products and services.
Social media marketing is therefore referred to be a significant consideration of almost all
business entities with a foremost concern of making an effective use in the process of marketing.
There are different types of social networking sites such as Facebook, Twitter, Instagram,
etc. Social media platform has also provided a huge opportunity to various companies to promote
and sell their products on Facebook, Instagram etc (Godey, Manthiou and Singh, 2016). Looking
from the business perspective, it is a truth that social media marketing has offered a large variety
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of new opportunities to companies with the help of which it becomes easier for them to create
brand awareness and increase sales. As per the view of Dessart, Veloutsou and Morgan-Thomas,
(2015) social media networking includes sites that facilitate to build a social relationship among
people of different races. Hence, it is effective for the company to build a strong relationship
with customers and make them aware of their brand and its products. Pederzoli and Singh,
(2016) suggested that visual content can be used for boosting the engagement of users on social
networking sites. Therefore, the shared post which includes video and pictures are effective as
compared to content which does not include any visual elements
Ashley and Tuten, 2015state some benefits of social media marketing that are increasing
exposure and traffic. Social media efforts lead to generate more sales and made it easier for the
company to sell products. In the present time, almost all organisations have a presence on the
social media especially on popular ones that are Facebook, LinkedIn, Instagram and Twitter.
There are some basics for maintaining a successful online presence that is as follows:
 Content: In social media content is the backbone because the company does not provide
relevant information on the regular basis then it will do not get enough traffic on social
networking sites. (Hudson, Roth and Hudson, 2015). Hence, it is important for company
to regularly post new and attractive content on social networking sites so that they can
aware customer about their products and services.
 Engagement: Organisation who lead to engaging their online audience then it leads to
shows responsive and friendly customers and other positive perception. All this lead to
convert into high sales, brand affiliation, loyalty and goodwill (Yazdanparast Joseph and
Muniz, 2016).
 Skill: There is certain skill which is needed to enhance social media process with ranging
graphics, design, research, monitoring etc.
 Consistency: If there is lack of consistency in account then lead to impact on the brand as
because people easily forget those companies who do not keep consistency while selling
their products.
According to Habibi, Laroche and Richard, (2016), those companies who use social
media marketing strategy can easily reduce the marketing expenses and increase sales and
profits. Along with this, the company can easily communicate with its customers regarding their
products and services. In addition, it leads to saving their time and money. It is so because the
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internet is a global network and it can be reached from everywhere. Moreover, it can be easily
accessed at any time. Another benefit of social media marketing is that which increase
profitability and sales of the firm,
Different types of social media strategy. According to the views of Khanna, Jacob and
Yadav, (2014), the role of social media is to provide an identity about the companies and all the
products and services which they offer to the customers. Along with this, it assists in creating a
relationship with people which help them in creating more awareness. Companies can
accomplish competitive advantage through the act of innovation and it can be in the form of new
product process or marketing approach. Through social media, the company can easily get
information related to the changes which they need to make in products from customers. This
way helps them in making innovative products for customers so that they become aware of their
brand and become loyal. Vigneron and Johnson, (2017) stated that while creating a brand image,
social media marketing strategy plays a significant role. Through social media, it becomes easy
for them to directly communicate with customers and provide the right information related to
products and service. Social media has many uses for “branding, acquisition and retention”
Therefore, significant aspects of social media from the view of marketing and branding
perspective is that all the users are in control of the content which they view, share or comment.
Hence, it can be stated that social media is one of the biggest platforms where a firm can easily
influence the opinion of people regarding their brand (Wheeler, 2017). Therefore, with every
post on Facebook, tweet or message which is communicated, it influences customer decision
related to purchasing of products. Along with these favourable comments that company recived
on post and reader’s who recommend them are of greater worth for a firms. With the help of
social media channel, companies are not limited only in geographical boundaries but product can
easily reach to people all over the world.
Social media marketing plays a significant role in respect to involve customer and company for
buying and selling the product. It made easier for the customers to directly communicate with the
firm and resolve their issues (Dinnie, 2015). Along with this, customers can directly provide
feedback regarding the products and services. Hence, with the use of those feedback, company
can easily make improvement in its products and services. According to the view of Ashley and
Tuten, (2015) social media has gained lots of popularity from last few years and the result of this
popularity is that other traditional medial have experienced the decline in both business and
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popularity. Therefore, it is can be stated that companies should focus on social media strategy
instead of adopting any traditional method for creating their brand image.
2.3 The effectiveness of social media marketing strategy for creating brand image
According to the view of the Khanna, Jacob and Yadav, 2014, the brand is can be stated
as the imaginary personality of a firm or an impression which is felt by people for the product or
a particular company. Buyers always give the response at the time when they look out and
recognise particular brand logo, product or advertisement. For a people, social networking sites
are the best place in order to chat, comment, or provide any opinion regarding a particular
product. Therefore, there is no doubt while they buy something or doing any deal with an
organization. They also share their experience and opinions in relation to the product. If the firm
finds any positive comment on their post leads to creating good reputation at the online
community (Habibi, Laroche and Richard, 2016). On the other side, if the customer provides
negative review for a particular product of services then it leads to spoiling the entire brand
image. Therefore, the company can easily understand the power of social media.
Role of social media marketing strategy in creating a brand image.
According to the view of Felix, Rauschnabel and Hinsch, (2017) visuals play essential
part in social media branding. If the profile of a look similar to another brand then it leads to
disconnect customers. Therefore, the brand should be consistent across all the channels whether
it is on Facebook, Twitter or any other social network. It will help people to easily recognize a
particular firm no matter which app or site they are using. Choosing a colour palette also help
customers in recognising the brand. For instance, Coca-Cola uses white and red colour scheme in
all the social media sites. Along with this, it doesn’t stop at the post of the company share but it
can also find visually which do not include red colour. Therefore, the company can easily
develop its colour platter with looking over the logo. It can be stated that different colours lead to
impact the way consumer perceive any brand. Wang, Hsiao and Hajli, (2016) suggested that use
of same logo or avatar on all the social site helps in keeping all the things consistent and simple.
At the time when people visit social site can easily recognise a particular company by seeing its
avatar or logo. Furthermore, while sharing the image on Instagram firm should keep filters
consistent (Taneja and Toombs, 2014). Although it is not necessary by choosing a one or two
filter is an effective way to be known by people. However, if company use different filter for
every image make a post inconsistent and unorganised.
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Armstrong, Kotler and Brennan, (2015) state that for creating and maintaining a social reputation
of brand image, company can take following three steps:
Be interesting: To being interesting should be the first priority for diverting interest of
people towards the brand and products. Through creating promotional message interesting which
help in making aware about the brand to the audience. For example, if people come to know
about any particular organisation then they started paying attention to it and talk about it with
their friends and family member (Tuten and Solomon, 2017). For creating a brand, it is important
to make people know about it. It is important to consider what people are saying about your
brand and to know this social media is one of the best platforms.
Be serious about the feedback: For any organisation, it is important to take comments of
customer seriously. The feedback which is provided by a company is a direct comment from the
people regarding their views and opinion for particular product and services. Along with this, it
reflects that how a brand is growing (Scott, 2015). Through maintaining the marketing strategy
as per the information, it leads to easily sharpen and improve the image of the brand and its
value.
Be Unique: Audience pays attention at the time when company posts some unique
content on Facebook or other social networking sites. Message, subject matter and the message
must be interesting in order to grab attention of customers.
Ashley and Tuten, (2015) state that there are many social networking sites among them
Facebook is one of the most popular sites which is used by a large number of people in all over
the world. Therefore, the company can use it effectively in order to create an image in the
market. A good Facebook cover page with an attractive message related to the brand and its
unique specification lead to creating impressive image in mind of customers in less time. There
are some points which company should focus such as posting of the clear and high-quality
image. The image should be updated or changed after an ever-fixed period of time. In the
Facebooking promotion posting strategy is one of the essential parts (He and Lai, 2014).
Therefore, posting an attractive image with unique content or offer divert the mind of customers.
According to the latest trend to be at the first position company should regular communicate or
interact with the clients.
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2.4 The impact of social media marketing strategy in creating brand image of the Marks and
Spencer
According to the view of the Khanna, Jacob and Yadav, (2014), brand image is what and
the way a group of people subjectively perceive the brand. Brand image can be formed by
different brand association which is created by customers in their mind. It is divided into three
categories that attitudes, attributes and benefits (Tiago and Veríssimo, 2014). The attribute is
considered as a feature which is imagined by customer related to the product and services. In
branding practices, it generally involved five components that are storytelling, price, customer,
design and relationship. With the use of social media, branding is experiencing popularity with
the use of the new application.
As per the view of Wheeler, (2017), social media marketing strategy play a significant role
with respect to create awareness, grab the attention of customers and for selling products and
services. Due to social media relationship between consumer and brand has changed
dramatically. It is so because it provides immense control and power to organisations and
customers to make a decision regarding products. Use of social media by company lead to
increase the participation of customers in online marketing.
To create a brand image company should not only promotes it a product on online but also
need to provide them a quality product at reasonable price. Doing this help in creating a positive
image of the brand in front of customers (Vigneron and Johnson, 2017). This not only leads to
creating brand image but, assist them in gaining competitive advantage. Social media is one of
the powerful tools so, the company should use it in more effective manner. For an organisation,
it is important to determine that social media impact brand awareness or not. The Hudson, Roth
and Hudson, (2015) cited factors that can support in determining social media impact on brand
are as follows:
Audience and Unique visitors: One of the factors is the way brand is recognized by client or
audience. It takes efforts of a marketer in order to communicate with brand frequently for
developing a brand awareness (Nguyen, Yu and Chen, 2015). A recognisable brand leads to
attracting a large number of customers. An organization can easily know the type of exposure
their products and services.
Influence: It is important for a marketer to make sure that that type of influence has on the
customer is positive or negative. To measure it marketers can notice the type of comment which
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customer post (Musa, Ab Rahim and Othman, 2016). If there is negative influence then it leads
to result in dissatisfaction of customer to the brand.
Engagement: In order to determine the number of engagement people who respond to the
brand message (Montalvo, 2016). If there is a high number of client engagement then it leads to
showing their interest in products and services.
Action and loyalty: A loyal customers repurchase products and services and like to know
more about the products and services through communication (Leung, Bai and Stahura, 2015).
Along with this, they also regularly comment on the post. On the other side, if the customer does
not respond to company products then it leads show their less interest in the product.
There is the great impact of social media marketing on company result, some of their main
benefits are as follows:
The growth of social signals: An organisation search engine optimisation can easily have
boosted with a large traffic signal (Olins, 2017). If more people talk about the brand on social
media or suggest the brand page to others then it leads to increase the chance of web page in
search ranking.
Word of mouth advertising: Most people like to believe on their friends and family review
regarding the purchase of products instead of looking out the review on the company website.
Therefore, keeping customer satisfied help in promoting brand.
According to the opinion of Payne and Frow, (2005) a positive image of the brand can be created
if company respond to the customer's feedback on social networking sites or continually
communicate with them. Social interaction leads to strengthen the brand and make more visible
in front of people. Furthermore, if customer complaints are handled on fakebook, if they unable
to contact directly than it leads to enhance their satisfaction and build trust and strong
relationship (Labrecque, 2014). Negative feedbacks can impact the image of the brand, however,
if firm responds it and make improvement in its products and services then it can easily maintain
its brand reputation.
Advertising company branding: People who use social media always remember their brand and
products which is posted on web pages. It leads to create awareness among them related to
products and lead to enhance followers (Gustafsson, Johnson and Roos, 2005).
There are many advantages of social media such as it charges low or no cost for promoting the
products and services. Hence, it can be stated that social media has provided opportunities to
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create brand awareness and increase sales. Word of mouth does not exist in social media as in
real life. The difference is that one consumer opinion’s is exponentially greater than outside the
social media. Therefore, it can be stated that negative word of mouth leads to reach more people
through social media.
Wang, (2010) state that IT is important for any organisation to build its brand image to sustain in
the competitive environment. To explore the business, it is essential to let the customers aware
about the same. Various means are used by marketing managers to advertise their products so
that they are known to more number of people. For example: physical brochures, agencies, etc.
Among these, one of the most important tools to enhance the customer awareness for any kind of
business is social media marketing (Kiráľová and Pavlíčeka, 2015).
One of the most important aspects of social media marketing is communication ground
which it provides to the customers so that it can build its strength. The customers become more
active after being connected to the companies on social media, like Facebook, Twitter, etc. The
company can use online procedures to set a blog and star writing on it. This will help to promote
the business (Hsu and Lawrence, 2(016). Some companies are also using pay per click
advertising policies, in which it has to pay as many times as the customer click on the customers.
But by displaying such online advertisement over social sites, more customers can attract
towards it and wish to visit the profile at least once. This way social media marketing helps to
aware more number of people.
People follow many brands over social sites. Let us take the example of Marks and
Spencer for the same. Social media gives a chance to the customers to share all kind of
information. The customers used to write their comments on the regular basis regarding quality,
price and many other factors. With the help of this other people also get to know about the
qualitative aspects. This also helps the company managers to understand the strategy of the
customers while buying any products and hence, the manager will increase the production of the
products which are in demand and curtail the production of those which are really not liked by
the customers. In this way, the company can achieve the success.
Dessart Veloutsou and Morgan-Thomas, (2015) argued that Social media marketing helps to
widen the network by connecting one customer to the other and hence, enlarging the chain by
building the community. Another advantage of this is that it a cost-effective marketing.
Managers should not have to go here and there to advertise their product. This leads to fuel
19

saving, time saving and ultimately this is beneficial for the customers. Managers can utilise this
time to bring out some fruitful products (Barreda, Bilgihan and Okumus, 2015).
This type of marketing requires special attention as this is completely a kind of relationship
marketing. The company has to be active at every time to respond the customer's feedback. This
will really help to satisfy the customers (Ashley and Tuten, 2015). Though the competition will
get an increase, at the same time the sales will also get an increase. The company can offer
various discount schemes at any time to attract number of customers. In this way, the social
media marketing is a tool to standout in the market if utilized in an appropriate way.
Sponsored advertisements on Facebook, Whatsapp and Instagram helps in promoting
brands and their products (Kim, Lim and Brymer, 2015). These days trend of using internet is
increasing rapidly so it becomes much easier for the brands to create their loyal fans through it.
High success rate of social media marketing on creating brand image is due to the fact that social
websites each and every information about the brand and products related to it along with the
customer reviews so it becomes much easier for the consumers to evaluate comparisons between
the same products of different brands. It gives them variety to options to choose from (Habibi
Laroche and Richard, 2016). Approximately, 65% of the markets believe that social media
enhance the image of their brand and it gives it a recognition that they are not able to provide it
in all these years. According to some recent reports and surveys, role of social media in creation
and establishment of brand is increasing promptly these days. Even small companies has started
using social media for promoting their brand and products.
20

(Source: True Impact of Social Media Marketing for Business, 2018)
With the impact of social media, the dynamics between brand and consumer has reform
very effectively. Now, companies can create several plans and policies related to promotional
strategies of a brand. Online marketing revolves around the participation of buyers (Dijkmans,
Kerkhof and Beukeboom, 2015). With the help of social media, companies can get feedback of
their consumers so that they can make required changes in their products in order to gain the
customers loyalty and trust.
21
Illustration 1:
Social Media Platforms for Marketers

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is one of the important chapters in which investigator select different
tools and methods for the present investigation. It plays an effective role in order to develop
understanding related to the research topic and its importance. It considers of different tools and
techniques that are data analysis, research strategy, research philosophy etc. Along with this, it
helps in focusing on aim and objective of research in an effectual manner. All these methods will
help investigator to present the information which is gathered and make an evaluation in order to
get a valid outcome. General information will be provided of all the methods which are used in
this study with the justification of the selected method. The present research is on the impact of
social media marketing strategy in creating brand image of the organization, therefore number of
methods is used on the basis of which fruitful conclusion can be drawn.
3.2 Research philosophy
Research philosophy is known as the belief of the investigator in relation to the way that assists
in analyzing, evaluating and collecting of an information (Abidin, Rusli and Khan, 2016). Along
with this it also ensures to make proper use of sources which assist in developing a nature of the
study. At the time when investigator makes proper use of research philosophy, then it assists in
setting proper conclusion for the selected topic. Basically, there is two type of research
philosophy that are positivism and interpretivism. In positivism, researcher focused on carrying
out the study through which objectives are assessed. Along with this, all the false fact which are
included are eliminated with the help of this philosophy. Under this investigation is carried out in
a structural way which enables to combine the logical aspect and focus on experimental
observation. On the other side, interpretivism philosophy focused on the subjective part of the
study and it uses different models and theories which are related to the selected topic (Kalra,
Phadnis and Joshi, 2017). Along with this, it is also depended on the interpretation which is
created by a scholar. Hence, above mentioned both the philosophy has its own set of beliefs and
effectual in order to carry out research in an effective manner.
The present research is based on to analyse the impact of social media marketing strategy in
creating a brand image of the organization, therefore interpretivism philosophy is used by
22

investigators. It is effective enough in order to incorporate researcher own suggestion into the
selected research issues. It provides chance to scholar to reach the valid outcome and provide
recommendation according to it. The reason behind selecting this philosophy is that scholar can
develop deep understanding related to the impact of social media marketing strategy on brand
image.
3.3 Research design
Research design can be stated as a technique that helps scholar to get involved in different
elements of the study in a logical manner (Landau, Mitnik and Lev-Ari, 2016). With the use of
research design, a scholar can easily address the research problem in an effective manner. It is
also known as a blue print in order to gather and evaluate the data. Factual and precise
information can be easily generated and information related to the selected topic. There are three
different type of research design which can be used such as explanatory, descriptive and
exploratory. All these are effective enough in order to understand and generate information
related to the complex research project. The exploratory research design is used at the time when
an investigator wants to discover the issues which are not identified still in other research. On the
other side, explanatory is used to explore the uncover issues in order to get a valid outcome.
With the help of this, researcher can easily find the cause and effect relationships. While in
descriptive research design it help to describe the population which is covered in the study.
For the present research, descriptive research design has been selected by the scholar. Current
research is based on to analyse the impact of social media marketing strategy in creating a brand
image of the organization Therefore, this design is used for making research more efficiently
with considering theoretical analysis. Further, different theories can be applied in the research
and analysed effectively. Descriptive research design help in describing the characteristics of the
population which is covered in the present investigation (Hwang, Mossa-Basha and Anzai,
2016). It is important to focus on those subject that is described in the research and get the valid
outcome. This design not only aid in minimising the efforts of the investigator but also help in
getting the valid outcome in more effective manner. The rationale behind selecting this design is
that it will help in defining the situation in an effective manner. Along with this, it also assists in
the gathering of crucial information from different sources through which research can be
completed. Hence, it implies that for the present study descriptive research design is used which
is completely based on theoretical information.
23

3.4 Research approach
The research approach is a kind of research which enable the scholar to determine the way in
which information can be demonstrated in the form of general to specific or specific to generals
(Mammen, Norton and Butz, 2016). This approach is effective for the present study in order to
gain deep information related to the selected topic. Hence, it is considered an effective way in
which theories and models play significant role. Along with this, it also enhances knowledge and
understanding for the same. The research approach is classified into two approaches that are
inductive and deductive. In inductive approach first, general information is collected then focus
on specific one. The entire collected information is presented in general form and then specific
data is covered. On the other side, deductive approach is used at the time when investigator
wants to focus on specific information first than move to general. Along with this, in deductive
approach researcher focus in existing theories which can be related with the research topics. It
enables the scholar to focus on the first at specific issues of the investigation then move on
generalized content (Mammen, Norton and Butz, 2016). This both approaches are effective
enough and enable to attained aim and objectives in an effective manner.
For the present research, inductive approach is used so that selected topic that is to analyse
the impact of social media marketing strategy in creating a brand image of the organization can
be accomplished. The reason behind selecting this approach is that research will focus on first
collecting general information than identified the specific causes of the impact of social media
marketing. Along with this, it also permits the researcher to link the collected information with
the scenario and develop deep understanding relate to it. It is proven to be effective in order to
propose a new strategy that can overcome the impact on the brand. Therefore, inductive
approach is selected for gathering important information in the life of research aims and
objectives
3.5 Research strategy
For the researcher, it is important to collect appropriate technique or strategy which enable them
to accomplish the objective in an effective manner (Muriana and Vizzini, 2017). There are two
different types of techniques can be used that is qualitative and quantitative. Both are effective
enough in order to focus on the objectives which are made by a scholar. In qualitative research,
researcher focus on different models and theories which help to understand the objectives in an
effective manner. On the other word, it is an effective form of strategy which assists in
24

determining the subjective idea of the investigation. While on the other side in quantitative
strategies there are different types of methods that are used for proper analysis such as the use of
statistical approach or mathematical (Raynor, Ayubcha and Alavi, 2017). The entire information
which is collected is properly analysed and evaluated with the use of this method. Along with
this, it is effective in analyzing the collected information. It enables to collect information with
the use of analysis and measure which is carried out by statistical technique and tools such as Z-
test, Chi-Square test etc. The present research is based on to analyse the impact of social media
marketing strategy in creating a brand image of the organization, therefore, the qualitative
strategy will be used for gathering deep information. It also includes the theories and models
which are adequate for the research. This research strategy is effective in order to get valid
outcomes.
3.6 Data collection methods
Data collection is determined as a method that helps investigator in gathering data and
information related to the selected topic (Attar, Haghighat and Ghassemi, 2016). It is essential
for the researcher to gather data from different sources in order to make research effective and
reliable. Along with this it also helps in developing deep understanding related to the selected
topic and to get a valid outcome. There are two different sources from where information can be
collected that is primary and secondary. In primary methods, it is determined a way where data is
gathered the first time. For collecting information different sources are available such as
interview, survey, questionnaire, observation etc. On the other side for secondary information is
that information that is being already published by different authors. Different sources of
collecting information that are books, journals, internet and websites etc.
The present research is based on to analyse the impact of social media marketing strategy in
creating a brand image of the organization, therefore, both primary and secondary information is
collected in order to make research more effective. More specifically primary information is
gathered through a survey in which questions are asked from 50 customers Marks and Spencer.
On the other side to collect the secondary information investigator will take into consideration,
books, journals, websites, and articles (Médici and Allen, 2016). This both the research method
will be applied in an effective manner to gather information’s on the selected topic.
25

3.7 Sampling
To conduct primary research, it is important to select the sample size from the large
population which can be done through sampling method (Peter, Werne and Alavi, 2017). There
are two kind of sampling methods that are probabilistic and non-probabilistic. In non-
probabilistic method research need to have proper understanding related to the sample size.
Further, the scholar should be able to decide total number of participant which are chosen. It is
also aid to select the respondent as per their preference. On the other side in probabilistic
sampling method can be also stated as random sampling method. Under which sample size is
selected randomly (Bathelt and Glückler, 2017). For the present research, random sampling
method is used which is considered as appropriate enough for gathering right answer. Here, 50
customers are selected of Marks and Spencer who can provide information related to the way
social media marketing influence them and create brand awareness.
The reason behind selecting this sample size is that customers frequently received
promotional ads of company on social networking site and it help them in getting of brand or not.
Along with this there are different types of issues that answer can be easily get from the
respondents.
3.8 Data analysis:
Once the information is gathered it is important to analyses it so that objective of the research
can be accomplished. It is way of converting raw material into a meaningful information. There
are two techniques which can be used by investigator to analyses the collected information that
are qualitative and quantitative (Cooper, Desjardins and Croll, 2016). This both techniques are
effective enough to ensure that all the collected information is properly evaluated and analyzed.
Qualitative method is helps in presenting the finding in a non- numerical form. It included
thematic analyses in which all the question are analyses on the basis of provided responses. For
presenting the information, different charts and tables are prepared on the basis of which
interpretation is done. It is effective enough in understanding the requirements and type of
perception which is provided by each respondent. On the other side in qualitative technique it
enables to make use of mathematical tools and statistical which are supportive for the
investigator to understand the requirements and make comparative analysis. It considers SPPS
tool under which different types of test are applied such as Z-test, Chi Square test, T-test etc.
26

This all help in making comparison of the result in order to get appropriate outcome (Toye,
Williamson and Lamb, 2016).
The present dissertation is based on to analyse the impact of social media marketing strategy
in creating brand image of the organization. Therefore, qualitative technique will be used for the
entire information which is collected from the side of employees. More specifically, thematic
method will be used for presenting the findings in an effective manner. Under this, different
themes and charts will be prepared on the basis of result and interpretation will be done. All the
questions and their result will be analysed so that appropriate recommendation can be provided
to Marks and Spencer.
3.9 Ethical consideration
While carrying out the research, it is essential for the investigator to undertake ethical
consideration in order to get valid outcome (Edson Henning and Sankaran, 2016). There are
various types of ethics which can be taken care so that all the requirement of the research can be
fulfilled on time. Therefore, investigator need to make sure that all the respondent which are
included in survey are not forced to take participants Along with this, all the reason behind
conducting survey make clear in front of them. It is appropriate way to get adequate answer of all
the questions. There should be proper system in which all the information of participants and
survey result can be kept safely. Only the person who is authorised can access the system. Apart
from this, information of respondent should be destroyed after use so that no other can misuse it.
On the other side to collect the secondary information, investigator must use relevant
sources such as Books, journals and internet. The entire information should be properly cited
from authentic sources in order to make it valid and reliable (Creswell and Poth, 2017). The
information is written in own words so that chances of plagiarism may not take place. At last,
data can be used for supporting the findings and making it reliable. Data and information which
is collected from different sources should not be shared with anyone. It leads to avoid the
chances of getting misused by anyone.
3.10 Research limitation
At the time of carrying out the research, there are so many limitations which investigator faced
(Winit‐Watjana, 2016).
27

Therefore, it is important to make proper consideration through which limitation can be
reduced. Here below are provided some limitation that can be faced by a scholar.
Aims and objectives: Aims and objectives is the base of research and researcher to take proper
step for making proper analysis of the investigation in an effective manner. Therefore, proper
aims and objectives need to be formed in appropriate manner so that chances of getting failure of
research can be avoided (Mebius, Kennedy and Howick, 2016). Regarding this, it can be stated
that researcher need to construct aims and objectives in a proper manner.
Selection of methodologies: There are various methods and approaches which can be chosen so
that goals can be attained in systematic manner. If methodologies are not selected properly, then
it can affect the research in negative manner. There are different sources from where information
can be collected and researcher needs to select right source.
Limitation of time: To complete the entire research investigator need to carry out different types
of activities. It is important to complete each activity on time as delay in one can impact the
entire research (Bailly and Comino, 2017). Along with this due to limitation of time, researcher
has chosen sample size which is nor high, does neither low as it help in saving the time.
Limitation of resources: There are different activities which certain cost is involved. Therefore,
proper planning is need to be done so that cost can be managed and each activity can be
completed effectively. All the collected information need to be properly analysed in order to get
valid outcome.
Getting information: There are about 50 the respondents who are customers of Marks and
Spencer, therefore it is essential that all the information which is gather should be in appropriate
manner. Along with this time should be considered in which respondent can freely fill the
questionnaire (Wright, Wahoush and Jack, 2016). When participants are not providing complete
information, then it became limitation for the research.
3.11 Validity and reliability
For raising the validity and reliability of the study, there are different aspects that have been
considered by the investigator. However, aim of the present study is to collect all the appropriate
information from right sources (Kerr, Eckert and Wandwabwa, 2016). The reason behind this is
that all the information which is copyright protected are highly reliable and help in getting valid
outcome. Along with this all the secondary data in order to addressed the aims and objective of
28

the present study. This all aspect reflects that all the information that are collected is highly
reliable and valid (Landau, Mitnik and Lev-Ari, 2016). Furthermore, to make research reliable
information and data is collected from the latest books and journals so that impact of social
media marketing can be gathered. Besides this, different types of tools and techniques are used
by the researcher. Qualitative investigation has been undertaken by the scholar. The primary
information is presented with the use of thematic form, which shows that appropriate information
is collected to make research effective.
29

CHAPTER 4: DATA ANALYSIS
4.1 Introduction
Once the entire information is collected, then it needs to make use of appropriate system so
that requirements can be understood in an effective manner. Along with this, it also assists in
getting appropriate outcome of the findings which are given from the customers of Marks and
Spencer. As discussed for analysing the collected information, qualitative technique has been
used. More specifically, thematic analysis is applied in order to present the information in the
forms of tables and charts.
4.2 Thematic analysis
Thematic analysis is one of the effective technique in respect to analyse the information
relevant to subject. Different themes are prepared on the basis of respondent’s views and
interpretation has been done of the same. Along with this charts, graphs and tables are prepared
so that findings can be presented in an effective manner.
Theme1: People spend more than 2 hours on social media.
1. How many hours per day you
spend on social media? (For
example, Facebook, twitter) No. of
respondents Percentage
1 hour 10 20%
2 hours 15 30%
More than 2 hours 25 50%
Total 50 100%
30

Interpretation and analysis: According to the collected information, it has been found that 50%
respondents stated that they spend more than 2 hours on social networking sites. However, 30%
reflected that they spend only two hours per day while remaining 20% replied minimum 1 hour
spend their time on social media. Here, it is analysed that social media users are in large number
and they like to spend most of the time on Facebook, Instagram etc. Therefore, if company
promotes its product on this site, then most of the people came to know about their products
which lead to create image of brand in mind of customers. Providing offer on social sites
encourage customer to view their company product and motivate them to buy them at offer price.
Theme 2: Recommended a product or service to friends is the activity done on social media
in last 30 days.
2. Have you done any of the following activity on social media
since from last 30 days? No. of
respondents Percentage
Criticized a product or service in a negative way 10 20%
Requested customer support 12 24%
Recommended a product or service to friends 15 30%
Shared content from companies, brands or products
(e.g. posts, photos, videos) 13 26%
total 50 100%
31

Interpretation and analysis: The aforementioned graph bring forth outcome that 30%
respondent stated that recommending a product or services to friends was their activity in past 30
days. If any company provide quality products and services then people prefer to recommend
them to their friends and family member. This lead to help Marks and spencer in creating brand
image. However, 26 replied sharing company content and 24% answered requesting customer
support was the activity. However, the collected information is consistent with secondary data
posting effective content on pages encourage customers to view the products and share it view
others. Marks and spencer can post effective content so that people can share it or purchase
which lead to enhance brand reputation and increase sales. However, before making any
purchase there are lots of query customers have in their mind which can be solved out through
communicating with customer’s support.
While remaining 20% said that criticized a product or service in a negative waywas their
activity on social media. This happens because if company unable to fulfill the needs and
demand of customers or deliver them bad quality product them. Due to this reason, customers get
frustrated and negatively comment on post. Customers are more likely to post negative
comments on products and services instead of recommending. However, negative word of mouth
take place online whether company exists on it or not. So, it is better for Marks and Spencer to
take active part in online for guiding the outcomes of negative conversations.
Theme 3: Customers get aware of Marks and Spencer Brand through social media
3. How do you get aware of
Marks and Spencer Brand? No. of
respondents Percentage
Social media 35 70%
Traditional media 15 30%
None of the above 0 0%
total 50 100%
32

Interpretation and analysis: According to the collected data, it has been found that 70%
of participants stated that they get aware of Marks and Spencer through social media channel.
However, 30 replied that from traditional media they get aware brand. Here, it is analysed that
people more prefer social media over traditional media. They are actively present on social
networking sites and responds content, post and message which is provided on Facebook, twitter
etc.as compare to traditional media. Along with this, social media also provided opportunity to
directly communicate with any company who are presented on social networking sites at low or
zero cost. However, traditional media do not provide any kind of opportunity related to make any
direct communication and it is also costly. Along with this people more frequently get
promotional offer on social sites.
Hence Marks and Spencer should make its strong presence on social networking sites in
order to create brand awareness or enhance sales. Through marketing on social media Marks and
Spencer can easily promote its product in all over the world without spending long time or high
cost. On the other side in traditional marketing company need to spend huge cost and time and it
is not easy to target large number of people. Hence. The collected information is consistent with
secondary data which shows social media is effective tool in respect to create brand awareness
and it positive impact the firm.
Theme 4: 'Liked' and 'followed' a brand on social media, because friends and family
member 'liked' and 'followed' it
33

4. Do you 'liked' or 'followed' a
brand on social media, because
your friend or family 'liked' or
'followed' it? No. of
respondents Percentage
Highly agree 14 28%
Agree 15 30%
Neutral 5 10%
Disagree 6 12%
Highly disagree 10 20%
Total 50 100%
Interpretation and analysis: The aforementioned graph brings forth outcome that 28%
respondent highly agreed that they liked and followed those brands mostly which is liked by
their friends and family. It proves that customers trust on those brands more which is liked or
recommended by their friends. People followed those pages mostly on which there is high
number of audience or their friends are included. They generally avoid pages on which traffic is
low but if page or post is liked by their friends then they would like to follow it. To like any page
is one of the important part of information because the user become part of the audience which
directly recived content and communicated that is created by the firm on social media,
Similarly, 30% participants are agreed with the same that people to like to followed their friend’s
activity. On the other side, 20% of respondents highly disagreed and 12% only disagreed with
the given statement. Sometimes people avoid post or content if they do not need to make any
purchase decision regarding particular products. However, if content is attractive and grab their
attention then only customer like them. For some people, to like or follow any page is not
34

dependent on their friends. However, 10% participants are neither agreed nor disagreed because
it depends on their buying decision to like the brand or not. It is because they think to like
company page is depended on their needs of purchasing those products.
Theme 5: Customers do not trust on a brand that is present on social media
5. Do you trust on a brand that is
present on social media? No. of
respondents Percentage
Highly agree 10 20%
Agree 12 24%
Neutral 3 6%
Disagree 15 30%
Highly disagree 10 20%
50 100%
Interpretation and analysis: In survey when questions asked regarding the trust on a brand that
is present on social media, 20 % participants highly agreed and 24% agreed that social media
play significant role in order to trust any brand which is presented effectively. At the time when
people can easily check the reputation of the firm’s social networking sites, then can easily make
purchase decision. Marks and Spencer allow open customer reviews that help in gaining
credibility. Along with this, consumers who consume time to review ptoduct of business do so
with exact committed. Maybe, they like to share their pleasure related to the item which they
purchased. Further, 6% of participant are neither agreed nor disagreed with the given statement.
35

However, 30% participants do not agree with the same whereas 20% customers highly disagreed
with the same. There are large number of respondents who does not trust on firm which are
presented on social site because they are unsure that products and services which they received
will be of good quality or not. If one of the review was negative then their purchase decision gets
affected. From the findings of literature review, it is identified that people trusted on companies
which regularly communicate and respond issues of customers on time.
Theme 6: Communication done on social media can make a brand more memorable
6. Communication done on
social media can make a brand
more memorable. No. of
respondents Percentage
Highly agree 20 40%
Agree 10 20%
Neutral 6 12%
Disagree 10 20%
Highly disagree 4 8%
Total 50 100%
Interpretation and analysis: When question asked from customers related to the done on social
media can make a brand more memorable, 40% state that they are highly agreed and 20% are
only agreed. At the time when company respond to customers issues or query on time it leads to
make them memorable for customers. Along with this, it also helps in making strong relationship
with customers. If customer needs to wait for longer time while getting reply from firm then it to
impact their purchase decision. Keeping regular communication with customer enable them to
36

trust on brand and make purchase. However, 12% are neither agreed nor disagreed with the
given statement. They are not much interested in making online purchasing or communicate with
brand when they have issues regarding product. On the other side, 20% respondent disagreed
with the same whereas 8% customers highly disagreed with the same. Communication is not
much important in brand memorable as they thing quality product or services help in making
firm memorable.
Theme 7: Slightly irritating has experienced advertising to be on social media network
7. How irritating does you
experience advertising to be
on social media network? No. of
respondents
Percentag
e
Not irritating 10 20%
Slightly irritating 15 30%
Somewhat irritating 5 10%
Very irritating 8 16%
Extremely irritating 12 24%
Total 50 100%
Interpretation and analysis: Aforementioned chart shows that 20% respondents not
experienced any irritation from the advertisement done on social networking sites. However,
30% experiences slightly irritating advertising on social sites. According to customers, social
media is less irritating channel for advertising. The rationale behind this is that advertisement on
social media may be less intrusive. People can easily avoid or hide the advertisement if they do
not wan to view it. On the other side, there are 24% who experienced extremely irritation
37

because of brand advertisement done on social media whereas 16% replied that they get very
irritate from the same and 10% get somewhat irritate. Hence, it can be stated that advertisement
should be attractive in order to grab attention of customers instead of making them irritable.
Literature review findings shed light on unique content and attractive post that encourage
customer to view products and make purchase decision rather then avoiding it.
Theme 8: Slightly important communication or brand on social media for making
purchase decisions
8. How essential is firm
communication or brand on
social media for making buying
decisions? No. of
respondents Percentage
Not important 10 20%
Slightly important 15 30%
Somewhat important 8 16%
Very important 13 26%
Extremely important 4 8%
50 100%
Interpretation and analysis: When question asked from customers related to the importance of
firm communication or brand on social media for making buying decisions, 20% think it is not
important and for 30 of participants it is slightly important. Most of the respondent think that it is
slightly important for them to communicate switch brand while making purchase. This lead to
make them trustworthy toward the firm. Through communication, they can easily get detailed
information related to the product which help in making purchase.
38

However, for 8% customers it is somewhat important because they think company can
communicate wrong information to them for selling their products. On the other side, 26%
replied that it is important to have effective communication with brand on social media in order
to make purchase decision. While for 8 people, it is extremely important for them to
communicate with brand.
Theme 9: The availability of social media has made more informed about brands and its
product while making buying decisions
9. The availability of social media
has made you more informed
about brands and its product
when you make buying decisions
No. of
respondents Percentage
Highly agree 15 30%
Agree 20 40%
Neutral 2 4%
Disagree 8 16%
Highly disagree 5 10%
50 100%
Interpretation and analysis: Aforementioned chart shows that there are 30% of respondents
who are highly agreed and 30% only agreed that availability of social media has made more
informed about brands and its product when while making buying decisions. Through social
media, customers can get wide range of information related to the products and services with the
help of that they can make purchase decision. On the other side 16% are not agreed and 10%
highly disagreed with the given statement. However, remaining 4% neither agreed not disagreed
39

with the given statement. Hence, on social media customers of Marks and Spencer can easily see
review of other customers and understand the quality of product firm is delivering or not.
Finding of secondary research highlight importance of information of products or brand on social
networking sites. Literature findings are consistent with primary research.
Theme 10: Customers respond to marketing messages communicated via social media as
compared to traditional media.
10. Do you like respond to
marketing messages
communicated via social media
as compared to traditional media No. of
respondents Percentage
Highly agree 15 30%
Agree 12 24%
Neutral 3 6%
Disagree 10 20%
Highly disagree 10 20%
50 100%
Interpretation and analysis: The above-mentioned table presents that 30% respondents agree
with the statement that they respond to the message communicated through social media. Along
with this, 24% respondents agreed 6% neutrally agreed with the statement mentioned above. One
of the respondent’s state that on social media it is easy for them to respond message of company
on time. While in traditional media, it is not easy for the firm to respond message and it consume
lots of time. On the other side, 20% respondents highly disagreed with the same whereas 20 only
disagreed with the same. Consumer can ask questions if they have any query related to the
40

marketing message or complaints regarding product. Furthermore, customer relationship with
each other started to work with the power of information that is provided through marketing
message for generating a reputation of brand.
Theme 11: Social media has ability to change customers view about a brand and its
products
11. Social media has ability to
change you view about a brand
and its products? No. of
respondents Percentage
Highly agree 25 50%
Agree 10 20%
Neutral 4 8%
Disagree 3 6%
Highly disagree 8 16%
50 100%
Interpretation and analysis: From the above result, it is indicated that 50% respondents think
that social media has ability to change their view related to brand and its product. 20% agreed
with the given statement. Most of the respondents agreed that social media has ability to change
their view related to Marks and Spencer brand and products if company is highly active on social
media. There active participation makes customers feel that company valued them and want to
make strong relationship instead of selling only products and services. However, 16% not agreed
41

while 6% are highly agreed with the given statement. It shows that they do not have whether
company exist on social media or not.
On the other side, 8% are neutral as they neither agreed nor disagreed with the given statement.
According to their view if company do not wish to deliver quality product or cheat customers
then social media cannot help in changing their reviews. Through promoting products company
also need to ensure that they deliver quality products and services to customers so that their
views can be changed. Hence, brand image positively influences buying decision of customers.
As they would like to buy from specific brands that advertise positively through associate which
trust them because of their positive purchasing experience.
Theme 12: Brand communication such as fan pages and twitter accounts provide
information on which customers believe is valuable
12. Brand communication such
as fan pages and twitter
accounts provide you
information on which you can
believe is valuable?
No. of
respondents
Highly agree 5 5%
Agree 10 10%
Neutral 8 8%
Disagree 15 15%
Highly disagree 12 12%
100 100%
42

Interpretation and analysis: According to the collected data, it has been found that 10% of
respondent agreed and 5% highly agreed that Brand communication such as fan pages and twitter
accounts provide information on which customers can believe is valuable. On the other side,
15% are highly disagreed and 12% are not agreed with the given statement. Hence, it is analyzed
that people do not believed that information provided on fan page is valuable for them. Customer
can highly influence with marketing done by Marks and Spencer. Effective marketing strategy in
which relevant content is posted help in making them sure that information is valuable. People
mostly communicate about their favorite brand on fan pages and twitter accounts which few
customers believed that it is valuable.
Theme 13: Fast spread of information, negative or positive, through social media network
can have lasting effect on perception of a brand.
13. Does fast spread of
information, negative or
positive, through social media
network can have lasting effect
on your perception of a brand? No. of
respondents Percentage
Highly agree 15 30%
Agree 20 40%
Neutral 3 6%
Disagree 5 10%
Highly disagree 7 14%
50 100%
43

Interpretation and analysis: Results of the survey shows that 80% of customers are highly
agreed that fast spread of information, negative or positive, through social media network can
have lasting effect on their perception of a brand. Before making any purchase decision people to
like to see review on their products and information provided on them. If negative reviews are in
high number then people do not prefer to buy that products. Along with this, they may not make
purchase for longer time due to its negative image. On the other side, if reviews are positive then
customer wish to regular purchase those company products and services. This aspect can be
supported from secondary analysis, if negative review is poste then customers do not believe
while making purchase or they may change their decision and switch to another brand. On the
other side, 10% of respondents disagreed and 14% are highly disagreed with the given statement.
However, remaining 6% are neither agreed nor disagreed with the given statement. Hence, it is
analysed Marks and Spencer should try to create positive image on social media in order to
increase sales and profits. However negative and positive review of the people could decrease or
increase the decision-making process of other customers. Opinion of other people on Facebook
leads to change brand preference of potential customers.
Theme 14: Social media allows effective two-way communication between customers and
businesses.
14. Do you believe that social
media allows effective two-way
communication between yourself
and businesses that you used? No. of respondent
Highly agree 15 30%
Agree 18 36%
Neutral 5 10%
Disagree 8 16%
Highly disagree 3 6%
50 100%
44

Interpretation and analysis: When question asked from customers related to the social media
allow effective two-way communication between customers and businesses then, 30% of
participant highly agreed and 36% are only agreed with the given statement. Through social
media, people can easily communicated with company and resolve their query. On different
social networking sites, different types of options are available such as on Facebook, private
message, comments, calling option etc. this all option provide facility to directly communicate
with company for taking detail of product or regarding any issues. While 10% are neutral as they
neither agreed nor disagreed with the same. On the other side 16% respondents not agreed with it
whereas, 6% highly disagreed with the same Sometimes, company do not respond to message or
call of customers on time due to which customers get dissatisfied. Hence, it is analysed that
social media is one of the effective tool in respect to respond the query of customers and for
making strong relationship with them.
Theme 15: Marks and Spencer post relevant content on social networking sites for
marketing its products
15 Do you think Marks and
Spencer post relevant content
on social networking sites for
marketing its products No. of respondent Percentage
Highly agree 12 24%
Agree 15 30%
Neutral 10 20%
45

Disagree 8 16%
Highly disagree 5 10%
Total 50 100%
Interpretation and analysis: According to the collected data, it has been found that 24%
respondent highly agreed and 30% are only agreed that Marks and Spencer post relevant content
on social networking sites for marketing its products. On the other hand, there are 20% who
neither agreed nor disagreed with the given statement. Customers of Marks and Spencer are
highly satisfied with the content posted on social media. However, 16 % are highly disagreed
and 10% not agreed with the above mentioned statement. Hence it is analysed that relevant
content encourage customers to make purchase and increase their trust. Along with this, through
sending potential message to customers after they have followed them it a great way to enhance
trust and appreciation customers has on firm.
Theme 16: Customers like to post positive opinion on the social media site for expressing
satisfaction to the brand.
16. Would you like to post
positive opinion on the social
media site for expressing your
satisfaction to the brand? No. of respondent Percentage
Highly agree 20 40%
Agree 15 30%
Neutral 5 10%
Disagree 6 12%
46

Highly disagree 4 8%
Total 50 100%
Interpretation and analysis: According to the collected data, it has been found that 40%
respondent highly agreed and 30% are only agreed that they like to post positive opinion on the
social media site for expressing satisfaction to the brand. On the other hand, there are 10% who
neither agreed nor disagreed with the given statement. Most of the customer post positive
opinion on site if they received high quality products from Marks and Spencer. Along with this,
if company respond to customers in an effective manner then it also encourages them to show
their loyalty toward the firm. However, 12 % are highly disagreed and 8% not agreed with the
given statement. Most of the respondents do not like to post positive opinion because they are
not highly active on social media. But they show their loyalty toward the company through
showing their repeated purchase.
Theme 17: Customers like to post negative opinion on the social media site for expressing
dissatisfaction to the brand
17. Would you like to post
negative opinion on the social
media site for expressing your
dissatisfaction to the brand No. of respondent Percentage
Highly agree 10 20%
Agree 25 50%
Neutral 6 12%
Disagree 6 12%
Highly disagree 3 6%
47

Total 50 100%
Interpretation and analysis: According to the collected data, it has been found that when
question asked from customers related to the post negative opinion on the social media site for
expressing satisfaction to the brand, 20% highly agreed and 50% only agreed with the given
statement. On the other side 12% who are neither agreed nor disagreed with the given statement.
However, 12 % are highly disagreed and 6% not agreed. People post negative comment faster as
compare to positive comment in respect to show their dissatisfaction toward the company. It is so
because they think that firm do not value their customers and not respond on time this reason
makes them providing negative opinion.
Theme 18: Marks and Spencer respond to customer’s feedback on social networking sites
quickly
18 Does Marks and Spencer
respond to your feedback on
social networking sites quickly? No. of respondent Percentage
Highly agree 10 20%
Agree 15 30%
Neutral 8 16%
Disagree 13 26%
Highly disagree 4 8%
Total 50 100%
48

Interpretation and analysis: The aforementioned graph brings forth outcome that 20%
respondent highly agreed and 30% agreed that Marks and Spencer respond to customer’s
feedback on social networking sites quickly. On the other side, 26%% highly disagreed and 8%
not agreed with the above-mentioned statement. While 16% neither agreed nor disagreed with
the responsiveness of Marks and Spencer on time. Hence, it is analysed that company should
respond to customers feedback on time so that they don’t get aggressive or dissatisfy. Through
making improvement in products and services according to the customers given feedback, it
helps in creating positive brand in their mind.
Theme 19: Customers like, comment or share Marks and Spencer brand’s picture or video
in Facebook?
19. Did you like comment or share
Marks and Spencer brand’s picture
or video in Facebook? No. of
respondents
Percentag
e
Yes 35 70%
No 15 30%
Total 50 100%
49

Interpretation and analysis: From the above chart, it is interpreted that 70% of like, comment
or share Marks and Spencer brand’s picture or video on Facebook. On the other side, there are
30% who said no they never shares or like any post of Marks and Spencer. Hence, it is analysed
that most of the respondents are interested in viewing advertisement of the firm. Along with this,
they also share with their friends if they like the product and wish to buy it. Apart from this many
people comment on the post in order to show their satisfaction and dissatisfaction regarding
products and services. Sometimes, people negatively comment if company do not provide them
quality product or delay in resolving their issues.
Theme 20: Number of like of Marks and Spencer brand represent their quality and
popularity
20. Do you think number of like
of Marks and Spencer brand
represent their quality and
popularity?
No. of
respondents Percentage
Highly agree 14 28%
Agree 15 30%
Neutral 5 10%
Disagree 6 12%
Highly disagree 10 20%
Total 50 100%
50

Interpretation and analysis: Aforementioned chart shows that 30% of respondents highly
agreed and 28% only agreed that number of like of Marks and Spencer brand represent their
quality and popularity. On the other side, 12% are not agreed and 20% are highly agreed with the
given statement. However, remaining 10% are neutral as they neither agreed nor disagreed with
the above-mentioned statement. Hence it is analysed that most of the customers agreed that if
number of likes are high then it represent that company is delivering quality product and has
positive image in market. People mostly like those pages from which they make purchase or
satisfied from their brand products and services. If page has high number of likes, then people
easily recognises them and makes purchase decision.
51

CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Conclusion
From the above selected objectives, it is concluded that social media marketing has made
various advancements in today's world, so it can surely influence the popularity rate of some
specific product or service as well. The whole concept of social media marketing is much wide.
Therefore, the concept can be used for increasing the brand image of any brand as well. The
relationship between social media and imaging of the brand is known as brand building and it
can be achieved by various means and aspects that come under social media marketing strategy.
As everyone knows that more than half of the generation is active on these social media
websites. Thus, if the company promotes their brands and services on some page etc. on these
social media websites, it can surely help in maximising the popularity of their brand. It is
because a large amount of people are active on such social media websites, whether it be about
Facebook, WhatsApp etc., this is considered as an efficient platform for increasing the popularity
as well as productivity of the brand because the specific brand can make their message reach till
enormous number of people through the means of social media. Hence, there is a huge
importance of social media marketing strategy for influencing the image and popularity of the
brand.
For enhancing the acceptance of the brand, it is important for the organisations to use social
media platforms as a medium of promotion. Social media covers very wide range of audience so
it becomes easy for the companies to make their brand recognisable among customers. Social
media helps in increasing exposure of the brand.
Further, from the third objective, it is concluded that impact of social media is increasing
tremendously these days. Building and maintaining brand is very essential for the organisation
for sustaining in the market. With the increase in competition, it is very important for the
companies to earn loyalty and trust of customers. These can be done by using social media
platforms for promoting services and products. With the help of social media, marketers can
increase loyalty of their customers. Internet is very broad platform and it covers very large range
of audience so by using it companies can present their point of view in front of the people. Social
media platforms like Facebook, twitter, Instagram helps in promoting brand and products. It
covers large range of people and that why it is very beneficial to use internet platforms for
promoting products and commodities. Social media helps in explaining the outcomes and
52

limitations of the product to the customer and it becomes easy for them to execute comparison
and to choose from the large variety of options.
Hereby, in relation with this research, it can be said that there are several issues and obstacles
which are being faced by the professionals in an organisation relevant with promotions and
marketing of brand. To have the fruitful brand image as well as increment in industrial
efficiency, there is need to have the appropriate access and analysis over the current market
scenario. However, with the influence of social media the professional will be beneficial as to
have the appropriate information about the buyer's preferences and choices which determines
their behaviour and opinion.
In relation with developing a profitable strategy, the influence of social media is being
beneficial and helpful in terms of boosting the brand awareness, effective business operations,
designing the products and services which will reach to consumer’s satisfaction. The main
objectives of the social media promotions are creating the unique identity of entity, leading
generations, constant consumer engagement, delivering the updates regarding products and
services. It also helps in enhancing the consumer acquisition, loyalty and better support which
turn fruitful in profitable gains. Therefore, it can be said that such techniques will be helpful in
terms of acquiring the favourable attention of stakeholders to make the investments in the
business which will enhances the capital structure of the firm. It is the most convenient and
prompt way in terms of reaching to the audiences to fetch their reviews over products and
services.
The effectiveness of such segmentation lies over increment in the brand image as well as
revenue generation. The gathered amount of funds will help in enhancing the efficiency of entity
and which will result in adequate growth. Therefore, this will also facilitate the information to
the investors of business which helps them in analysing the profitability and that provoked to
make investment decisions. There will be favourable and unfavourable feedbacks from the
clients and which will motivate the firm to have the better marketing strategies or redesigning the
pre-planned tactics. There will be discussion over such online platforms which are helping the
entities in terms of building the good source of revenue generation. It encourages the internal
stakeholders to clearly define the goals and discover new ways to attract consumers. Moreover, it
motivates the innovations and changes in the operational activities of an entity.
53

The impacts of this technique will be helpful in terms of raising the brand goodwill,
strengthening the financial health and presenting the adequate changes in the operations which
will be helpful in reducing the costs. There are various social media giants are available as well
as popular in the market which will be helpful for organisations to have the better identity and
publicity. It will be good source to fetch information regarding consumer reaction, debates over
the products and services as well as it creates the curiosity in their mind regarding goods and
services. The online reviews and ratings helps in attaining a better conversion rates of consumers
purchases, valuation and performance of brand, consumer rating as well as evaluate the brand
which are comparatively lower than the offline operations
From the last objective that is “impact of social media marketing strategy in creating brand
image”, it is concluded that there are some positive and negative impact of social media
marketing on brand image. To create a brand image, company should not only promotes its
product on online but also need to provide them a quality product at reasonable price. Doing this
help in creating a positive image of the brand in front of customers. In order to create positive
image of brand, it is important for the firm to regularly respond to negative and positive feedback
of customers. Social media marketing assist in widen the network through connecting with one
customers to the other and hence, enlarging the chain by building the community
5.2 Recommendation
From the above finding, it is recommended that for Marks and Spencer, it is important to
improve its social media marketing strategy so that it can easily create its brand awareness and
increase its sales and profits.
Taking advantage of blog: Blogging is one of the effective way in order to increase social
media efforts. If blog posts are shared in status update, then Marks and Spencer have high chance
to bring people back to their websites. Along with this, it also helps in showing the firm
knowledge in the industry and boost brand exposure through sharing a relevant content to
selected people. Marks and Spencer should include sharing button on their blog for motivate
readers to share it with others.
Responding feedbacks and comments on time: Marks and Spencer should actively take
participant in order to manage its Facebook and other pages. If any negative comment is posted
on post, then company should respond it calmly and try to resolve issues of them. Along with
this, company can also modify its products according to the given feedback which help in
54

managing all the activities in an effective manner. Responding feedback on time is one of the
effective method in order to improve the brand image and become memorable for customers.
Relevant content: Marks and Spencer should focus on posting relevant content on
Facebook, Twitter and other social networking sites. Content which is posted on social sites
should be specific and unique which can grab the attention of customers. Along with this they
can easily avoid people to be misscommunicated
Effective communication: Effective communication between company and customers is
one of the best strategy in order to grab attention of customer and make them loyal toward the
firm. If company keep regular communication with customers then it shows that company is
putting efforts to hold the customers which satisfy customers. Apart from this, effective
communication help in creating a strong relationship between company and customers, due to
this reason people not switch to another brand. Hence, social media platform provides great
opportunity to communicate effectively with customers,
Posting content regularly: It is important for Marks and Spencer to post content regularly in
order to keep interest of customers in products and services. If company avoid posting regularly
then it will become tough to make their bran memorable. Hence, through generating a new
content from social media marketing can engage with influencer and followers. People basically
consume those information that is relevant for them and influencer get influence because of any
reason.
Build trust through consistent engagement: Social media is not only just publishing a content as
more than that. Therefore, it is important for Marks and Spencer to engage in two-way
conversation. If customers do not get regular update or products are not consistent then it became
tough for them to recognise the brand.
Effective design and strength a message: A picture is more than a thousand words. It can be
stated that content can retain the visitor for five seconds and it is hardly to read and process any
content. Therefore, posting images that are impressive and attractive help in increasing the brand
awareness and consume less time in attracting customers..
55

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Appendix
Name:
Age
Gender:
1. How many hours per day you spend on social media? (For example, Facebook, twitter)?
 1 hour
 2 hours
 More than 2 hours
2. In past 30 days have you done any of the following activity?
 Criticized a product or service in a negative way
 Requested customer support
 Recommended a product or service to friends
 Shared content from companies, brands or products (e.g. posts, photos, videos)
3. How do you get aware of Marks and Spencer Brand?
 Social media
 Traditional media
 None of the above
4. Have you ever 'liked' or 'followed' a brand on social media, because a friend of yours
'liked' or 'followed' it?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
5. Are you more likely to trust a brand that is present on social media?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
6. Communication on social media can make a brand more memorable
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 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
7. How irritating do you experience advertising to be on social media channels?
 Not irritating
 Slightly irritating
 Somewhat irritating
 Very irritating
 Extremely irritating
8. How important is Brand or company communication on social media to your purchase
decisions?
 Not important
 Slightly important
 Somewhat important
 Very important
 Extremely important
9. The availability of social media has made me more informed about brands when making
purchasing decisions
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
10. Do you more likely to respond to marketing messages communicated via social media
that more traditional format?
 Highly agree
 Agree
 Neutral
 Disagree
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 Highly disagree
11. Social media has ability to change you view about an organisation or products?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
12. Brand communication such as fan pages and twitter accounts provide you with
information on which you can belive
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
13. Does quick spread of information, positive or negative, through social media channels
can have lasting effect on your perception of a brand or product?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
14. Do you, believe that social media allows effective two-way communication between yourself
and businesses that you used
 Highly agree
 Agree
 Neutral
 Disagree
Highly disagree
15 Positive opinion would increase you purchase desire toward the brand/products
Highly agree
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Agree
Neutral
Disagree
Highly disagree
16. Would you like to post positive opinion on the social media site for expressing your
satisfaction to the brand. Highly agree
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
17. Would you like to post negative opinion on the social media site for expressing your
dissatisfaction to the brand
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
18 Does Marks and Spencer respond to your feedback on social networking sites quickly?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
19. Did you like comment or share Marks and Spencer brand’s picture or video in Facebook?
 Highly agree
 Agree
 Neutral
 Disagree
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 Highly disagree
20. Do you think number of like of specific brand represent their quality and popularity?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
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