Investigating Social Media's Impact on Brand Awareness and Loyalty

This report investigates the impact of social media on brand awareness and brand loyalty, focusing on the fashion and beauty industries. It begins with an introduction outlining the research objectives, followed by a literature review exploring the theoretical concepts of brand loyalty and the role of social media. The research methodology section details the use of both primary and secondary research methods, including statistical analysis and SPSS reports. The findings are then presented, followed by an analysis and discussion of the data, including marketing implications. The report concludes with a summary of findings, recommendations for organizations, limitations of the study, and suggestions for future research. The study aims to explore the impact of social media marketing on brand loyalty, analyze customer attitudes and buying behavior, and provide recommendations for effective social media strategies.

Independent Study
You are required to conduct an independent project according to your individual interest.
The project should reflect a business - related issue of your choosing. The report should
showcase your understanding of the business research process, ranging from formulating
appropriate research questions/objectives, designing proper research approach and
method(s), to adopting a suitable data analysis. You are required to submit a 5000 words
final report. Throughout the report, you are expected to showcase your critical analysis of
a relevant body of literature, secondary data, and your primary data. The arguments
developed should be cohesive throughout the whole report or other format of your
choosing, and should demonstrate depth of your knowledge in the topic.
 Is based on academic theoretical concept
 Contains a frame of questions which should be grounded upon theories
 Should be able to help us to explore management issues on the ground of
academic foundation
 Leads to deeper insights and recommendations for the management
The steps in independent study:
Step 1: Identify a management problem or concern, which you are interested in and may
need to be resolved
Step 2: Identify a specific academic area, which may help management to solve their
problem
Step 3: Search for an academic journal through Hull e- library and use the most suitable
journal as your core journal
Step 7: Draft a 1000-word proposal and present it to your supervisor
Step 8: Design a Primary Research and Questionnaire to collect data from 100 qualified
respondents
Step 9: Run statistical analysis by SPSS and generate statistical reports
Step 10: Find out the similarity and differences between other scholars (from literature
review) and the data collected (from your primary research)
Step 11: Interpret the data AND explain the differences
Proposed title: How effective is social media as a tool to promote and create brand
awareness.
Topic description (including the three research objectives):
1. To explore the effect of social media on brand loyalty
2. To analyze customers attitudes and buying behavior as a result of social media
marketing in the fashion or beauty industry
3. To provide recommendations to organizations on effective use of social media
marketing, in order to induce positive brand awareness and brand loyalty

Discuss the concept of brand loyalty using literature and theory
1. Table of Contents
2. 1. Introduction (Study Rationale + Research Objectives)
3. 2. Literature Review
4. 3. Research Methodology (Primary + Secondary researches)
5. 4. Research Findings (Statistical data, SPSS reports, etc.)
6. 5. Analysis & Discussion (Interpretation of data or interview findings, marketing
implications, etc.)
7. 6. Conclusions (extent to which objectives are fulfilled)
8. 7. Recommendations
9. 8. Limitations to the study and Areas for Further Research
10. Appendices
11. List of References

Final Report
 Title Page
 Abstract/Executive summary
_____________________________________________________________________
_____
 Table of Contents
 1. Introduction (Study Rationale + Research Objectives)
 2. Literature Review
 3. Research Methodology (Primary + Secondary researches)
 4. Research Findings (Statistical data, SPSS reports, etc.)
 5. Analysis & Discussion (Interpretation of data or interview
findings, marketing implications, etc.)

 6. Conclusions (extent to which objectives are fulfilled)
 7. Recommendations
 8. Limitations to the study and Areas for Further Research
 Appendices
 List of References