Contribution to new understanding 5 RESEARCH PROJECT TITLE 3 INTRODUCTION 3 AIM & OBJECTIVES 3 LITERATURE REVIEW4
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AIM & OBJECTIVES Aim – To assess that whether social media affect consumer choices or not – a case study on Marks and Spencer Objectives: To understand the concept of social media with reference to M&S To assess the importance of social media for Marks and Spencer To highlight the advantages and limitations of social media for M&S To recommend different ways to improve presence of M&S on social media Research questions: 1.
Contribution to new understanding 5 RESEARCH PROJECT TITLE 3 INTRODUCTION 3 AIM & OBJECTIVES 3 LITERATURE REVIEW4
Added on 2020-02-05
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PROJECT TITLE...............................................................................................................3INTRODUCTION...............................................................................................................3AIM & OBJECTIVES..........................................................................................................3LITERATURE REVIEW.....................................................................................................4Contribution to new understanding................................................................................5RESEARCH METHODOLOGY.........................................................................................5EXPECTED OUTCOMES..................................................................................................7TASK 2...............................................................................................................................72.1 Match resources efficiently to the research question or hypothesis........................7(A) What are resources required to carry out research ................................................7(B) What is the relationship between research resources and questions?...................82.2 Undertake proposed research with questionnaire...................................................82.3 Records and collection of data...............................................................................11TASK 3.............................................................................................................................143.1 Research evaluation techniques............................................................................143.2 Interpret and analysis the results of original research specification with frequency......................................................................................................................................153.3 Make recommendation and justify areas for further research specification..........21TASK 4.............................................................................................................................224.1 Presentation of results of research........................................................................22REFERENCES............................................................................................................................23
PROJECT TITLETo assess that whether social media affect consumer choices or not – a casestudy on Marks and Spencer (M&S).INTRODUCTIONIn today’s globalised world, it has been seen that every firm is having its presence onsocial media. In the present scenario, social media has become one of the mostimportant communication tools that play a significant role in making people connectedwith others as well as directly organization. Individuals now-a-days make effective useof social media so that their experiences can be shared with others as well as withorganisation with respect to the products and services they bought from there. Also,through social media, people give their reviews, information and advice that help theorganisation to make target people satisfied by meeting their expectations in the mosteffectual manner (How social media influences consumer buying decisions, 2015). Inthe present study, with respect to one of the leading firms in retail industry of UK, that is,Marks and Spencer, it will be assessed that whether social media affect consumerchoices or not.AIM & OBJECTIVESAim – To assess that whether social media affect consumer choices or not – a casestudy on Marks and SpencerObjectives:To understand the concept of social media with reference to M&STo assess the importance of social media for Marks and SpencerTo highlight the advantages and limitations of social media for M&STo recommend different ways to improve presence of M&S on social media Research questions:1. What is the concept of social media with reference to M&S?2. What is the importance of social media for Marks and Spencer?3. What are the advantages and limitations of social media for M&S?4. How presence of Marks and Spencer on social media can be improved?3
LITERATURE REVIEWAs per the views of Xia, Chen and Tang, (2013) in the present scenario of highlycompetitive market, social media can be considered as one of the basic necessities ofpeople as people now-a-days are highly active on sites like Facebook, Twitter,Instagram or LinkIn for their personal as well as professional use. People in today’s eralike to interact on social media instead of spending time by communicating face to facewhether it is their friend or relative. Same applies in case of organisation also wherepeople like to share their views and opinions regarding products and services offered onsocial media only. On the other hand, according to Rodriguez, Ajjan and Peterson, (2014) numberof social media users have been increasing at a fast rate and this is the reasonmarketers are getting attracted towards the same. It has been recognized by themarketers that through social media, they can effectually communicate with the targetaudience and become aware with their needs and requirements in a clear manner. Itcan be critically assessed that social media plays a significant role in makingorganizations able to communicate with their customers in such a way that by knowingtheir needs and expectations, firms can effectually satisfy them. This leads company toearn higher profits and revenues that ultimately result in improving its goodwill in themarket. Therefore, it can be said that being on social media is advantageous for M&S.In the words of Saravanakumar and SuganthaLakshmi, (2012) interactions thatorganisations make with customers through social media prove to be very helpful inmaking the marketers determine the exact needs of target audience and thus, byunderstanding what their market might look like, they formulate their strategiesaccordingly. It can be said that these are the key business factors of social media thathelp the customers in estimating products and make suitable recommendations topeople they know and share any of the purchases by the way of social media.Therefore, it can be said that the major importance because of which firm should be onsocial media is that of increased customer base. Thus, it can be said that being onsocial media will be beneficial for M&S as if affects the consumer’s choices.As per the views of Stephen and Galak, (2012) social media is that tool whichplays a significant role in affecting consumers in terms of their cognitive, affective and4
behavioural attitudes. Along with that, it has seen that advertising on social media pageproves to be highly influential for building new consumer’s behaviour. In the presentscenario, as consumers tend tomake purchases or conduct business on social media, itis beneficial for organisations to have a strong presence on it so as to grab the attentionof people at a large scale. Tuten and Solomon, (2014) say that main benefit that social media provides tothe organisations is that of spreading awareness regarding its products and services ata large scale which leads to increase its customer base and thus, the market share alsogets enhanced. It can be critically assessed that with having a strong presence onsocial media, business become able to gain sustainability and they can survive forlonger span of time with attaining high success and growth. Thus, for Marks andSpencer, it can be said that being on social media is beneficial. However, Vinerean and et. al., (2013) argues that along with so many benefits ofsocial media, there are some limitations too for the firms having presence on it. One ofthe major limitation that firms face being social media is of lack of specialised andexpert staff who can deal with the same and for running operations through socialmedia, specific skills are required in the personnel. Thus, firms need to recruit expertstaff which costs them a lot. Therefore, overall, social media proves to be time as wellas cost consuming method. Apart from that, risk of losing confidential information is alsoone of the limitations associated with the use of social media. Contribution to new understandingInformation collected in the literature review based on assessing that whethersocial media affects consumer choices or not of will help many Ph. D. scholars as wellas other researchers who would conduct study on the same subject. Further, firms inretail and other sectors would also gain help through this research to have a strongpresence on social media be understanding its importance and benefits. Moreover,scholars would also be able to conduct further studies related to it like ‘ways in whichpresence of social media can be improved’. RESEARCH METHODOLOGYFor assessing that whether social media affects customer’s choices or not withreferences to Marks and Spencer, best suitable research methods will be used by the5
researcher. As nature of study is qualitative, tools and techniques of research that willbe used here are: Research design – Descriptive research design will be used by the scholar as the topicdemands plenty of details and theory. Here, no calculations or statistics is required. Thisresearch design will help the scholar in gaining in-depth understanding regarding thetopic. Research approach – Researcher will use inductive approach of research where he willgather the specific data regarding topic in beginning and later, a general conclusion willbe made by him (Flick, 2015).Research philosophy – Interpretivism research philosophy will be used by the scholaras per which he will make social constructions with respect to language, consciousnessas well as the shared meanings of subject.Data collection – Both primary and secondary methods of gathering information will beused where scholar will make use of tool of questionnaire under primary sources whereboth open and close ended questions will be used by him (Glesne, 2015). On the otherhand, he will use sources like books and journals along with online articles of differentauthors for collecting secondary information. Data analysis – For analysing the information collected based on assessing thatwhether social media affects the consumer’s choices or not, qualitative method of dataanalysis will be used in which researcher will apply the tool of thematic analysis wheredistinct themes will be prepared by him depending on which scholar will make the finalconclusion and give suitable recommendations (Mackey and Gass, 2015). Activity/Week12345678910111213Proposing the researchFormulating research aimand objectivesReviewing literatureavailable in secondarysourcesDeciding researchmethodology6
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