Case Study on impact of social media marketing strategy : Marks and Spencer

Added on - 06 Jun 2020

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Toanalysethe impact of social media marketing strategy in creating brandimage of the organization: A study on Marks and Spencer" in Hong Kong1
ACKNOWLEDGEMENTFor the accomplishment of the present dissertation, I would like to sincerely express byearnest 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 guidedme at every stage while conducting this dissertation. Through their support, I was able tocomplete my thesis with effectiveness and in an accurate manner. Lastly in the series, I wouldalso like to state special thanks to my team members who have provided me huge assistance incollecting relevant set of data and further analysing it.2
ABSTRACTAim:“To analyse the impact of social media marketing strategy in creating brand image of theorganization:A study on Marks and Spencer" in Hong KongMethodology: For carrying out the present dissertation with the aim of completing the researchin systematic manner, the researcher has selected different types of research methodology.Interpretivism philosophy is selected for the present research. Both primary and secondarymethod is used for collecting the information. In primary method, survey is conducted and forcollecting secondary information, books and journals will be considered. Qualitative method isused for analysing the collected data. Under this, thematic approach is considered for presentingthe findings in an effective manner for understanding the impact of social media marketingstrategy on creating a brand awareness.Results: Marks and Spencer should make its strong presence on social networking sites in orderto create brand awareness or enhance sales. Through marketing on social media, Marks andSpencer can easily promote its product all over the world without spending long time or highcost. On the other side in traditional marketing, company need to spend huge cost and time and itis not easy to target large number of people. Hence, the collected information is consistent withsecondary data which shows social media is effective tool in respect to create brand awarenessand it positive impact on the firm3
Table of ContentsACKNOWLEDGEMENT...............................................................................................................2CHAPTER 1- INTRODUCTION....................................................................................................61.1 Overview..........................................................................................................................61.2 Research problem.............................................................................................................61.3 Chapter structure..............................................................................................................71.4 Focus and Purpose............................................................................................................81.5 Aims and objectives.........................................................................................................9Research questions.................................................................................................................91.6 Framework and analysis...................................................................................................91.7 Potential Significance.....................................................................................................10CHAPTER -2 LITERATURE REVIEW.......................................................................................122.1 Introduction....................................................................................................................122.2Concept and importance of social media marketing strategy for Marks and Spencer...122.3 The effectiveness of social media marketing strategy for creating brand image...........152.4 The impact of social media marketing strategyin creating brand image of theMarks andSpencer.................................................................................................................................17CHAPTER 3: RESEARCH METHODOLOGY...........................................................................223.1 Introduction....................................................................................................................223.2 Research philosophy.......................................................................................................223.3 Research design..............................................................................................................233.4 Research approach..........................................................................................................243.5 Research strategy............................................................................................................243.6 Data collection methods.................................................................................................253.7 Sampling.........................................................................................................................263.8 Data analysis:..................................................................................................................263.9 Ethical consideration......................................................................................................273.10 Research limitation.......................................................................................................273.11 Validity and reliability..................................................................................................28CHAPTER 4: DATA ANALYSIS................................................................................................304.1 Introduction....................................................................................................................304
4.2 Thematic analysis...........................................................................................................30CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................525.1 Conclusion......................................................................................................................525.2 Recommendation............................................................................................................54REFERENCES.............................................................................................................................56Appendix........................................................................................................................................615
CHAPTER 1- INTRODUCTION1.1 OverviewIn modern era, social media is playing a significant role in business in order to grab theattention of large number of customer and for creating brand image. Social media can be definedas an instrument that helps to communicate and interact. Companies across variety of industriessuch as retail and consumer, hospitality, travel and tourism exploring social media to tapopportunities in market research (Wheeler, 2017). They look it as a product promotion, brandimage, collaboration with stakeholder, customer services and recruitment. It has drawn a lot ofattention both to companies and individuals interacting on the networking landscape. People allover the world are using different social networking for interacting with each other, searchingproduct etc. Therefore, it has provided an opportunity to the companies to use it for selling theirproduct and creating brand image in market. Brands are important because it shapes customer’sdecision and also create economic value. Along with this, brand is one of the key factor behindmaking a purchase decision. In respect to create brand awareness in a successful way, it isimportant to consider that customers everyday are bombarded through more and more marketingmessages.The present research is based on “To analyse the impact of social media marketing strategyin creating brand image of the organization”. There is increase in competition betweencompanies in the retail industries. Equally, there are many companies who are using newtechnologies and social media for targeting customer. Therefore, it becomes essential for Marksand Spencer (M&S) to use social media marketing strategy so that it makes easier for them tosurvive in competitive market. Social media can directly have influenced M&S to target largenumber of customer for selling their products and services. Hence, the concern of this study is toincrease the awareness of M&S brands through the power of social media. To create image inmarket, 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 helpin making customer more loyal (Vigneron and Johnson, 2017). Hence, social media is a platformthat provides company chance to directly communicate with customers.1.2 Research problemSocial media marketing has offered a large number of new opportunities for companies inorder to promote their products and services. With the multitude of new media developing it6
become tough for firms to raise awareness of their band. Therefore, firm can focus on usingsocial media strategy effectively and efficiently so that they improve their brand image in market(Cooil, Keiningham and Hsu, 2007). Regular communication with customers helps inrecognising customers about the brand. However, social media for marketing used by M&S isnot enough effective in order to influence customers and making them aware of their brand. Mostof the customers who unable to recognise company as because they get less advertisement of thefirm or they are not influenced by the customer services. They are using various tactical tools ofsocial media but that are not effective enough for creating brand image. In this regard, M&Sneed to make improvement in its social media marketing strategy. Social media marketing isitself stated to the use of various social media platforms available at a global level. Also termedas 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 withits audiences and target them, accordingly. It is one of the best tool used for conducting marketresearches and is together known to impact upon the brand image of an enterprise. Brand imageis generally considered as the image of an enterprise in front of its related audiences or eventhose who are not in touch with it but can still analyse its existence on the basis of its logo orslogan, etc (Hudson, Roth and Hudson, 2015). This is basically referred as the dissemination ofmessages with help of social media tools as a way of marketing the designed products andservices to the users. It thus proves that brand image and social media marketing are greatlyrelated to one other where the messages in the form of brand image are being passed by theadopted tools of social media as a power to influence people’s thinking towards the business.1.3 Chapter structureTo complete the entire dissertation, it is important for investigator to follow a sequentialpattern by adhering to a well-defined and appropriate structure. This structure can be shown byfollowing a series of chapters which can be undertaken as a part of the research study. Here arethe different chapters:Chapter 1: Introduction:It is first part of dissertation that will provide overview of the selectedtopic with focuses and purpose. In this all the important link related to M&S will bepresented. Following this, aims and objectives, research aim will be described. At the end ofthis chapter, all the tools and techniques used in the present study will be discussed alongwith the potential significance of the selected topic.7
Chapter 2: Literature Review:Literature review is the second chapter that cover all thesecondary research. A detailed outline of the concept and importance of social media marketingstrategy for M&S will be discussed. The effectiveness of social media marketing strategy forcreating brand image will be identified. This segment will lay emphasis on covering the aims andobjectives of the selected investigation. Hence, this chapter is based on published work andarticles which is written by eminent author.Chapter 3: Research Methodology: In third chapter, a description of all the methods will beprovided which is used by scholar in order to take out dissertation in a right direction. It willconsist of various limitation and ethical consideration faced by researcher while carrying outresearch.Chapter 4: Data Analysis and Findings: All the collected information will be analysed in thischapter with the use of various themes and charts.Chapter 5: Conclusion and Recommendations: In the last chapter, conclusion will be providedon the basis of primary and secondary research. Then suggestion will be given on the basisof findings.1.4 Focus and PurposeThe research study will be conducted with the main purpose ofanalysing the impact ofsocial media marketing strategy in creating brand image of M&S. There are differentinvestigations have been conducted on the social media marketing strategy and its impact oncustomers and company as well (Chaudhuri and Holbrook, 2001). The main purpose of thisstudy is to analyse the gap which is left by previous scholar on the same topic. The relationshipbetween social media marketing and brand awareness is revealed in most of the works and it isshown that with the use of social media, it becomes easy for companies to enhance their salesand profit. The concept of creating brand image is effective in respect to retail industry. It is sobecause there are many advanced technologies implemented in the market and they should beused by the firm so that they can create brand awareness and accomplish success. With effectiveuse of internet tools, it has made easier for targeting customer from different countries andencourages them to make purchase. In this regard, the present study purpose is to gain deepunderstanding 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 itsproducts and earn huge profit (Ashley and Tuten, 2015). For creating brand image company to8
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