Determining Social Media's Impact on Brand Equity: A1 Communications

This research project investigates the impact of social media channels on enhancing brand equity, focusing on a case study of A1 Communications, a UK-based business-to-business communications provider. The report begins with an introduction outlining the research's overview, significance, background, aims, and objectives, including a Gantt chart for project management. Chapter 2 provides a comprehensive literature review, exploring the benefits of social media for small and medium-sized enterprises (SMEs), the role of brand equity in driving sales and profitability, and the specific impact of social media channels on A1 Communications' brand equity. The research methodology, detailed in Chapter 3, describes the types of research, design, philosophy, data sampling, collection approaches, and ethical considerations. Chapter 4 presents the data analysis. The study aims to identify the benefits of social media for SMEs, determine the impact of brand equity on sales, and assess the role of social media in improving A1 Communications' brand equity, culminating in recommendations and a conclusion in Chapter 5. The research utilizes both qualitative methods and social media analysis to explore the dynamic relationship between digitalization, branding, and customer engagement, providing insights into how businesses can leverage social media to strengthen their market presence and brand value.

Research Project

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of the research..................................................................................................1
1.2 Significance of the research..............................................................................................1
1.3 Background of the research..............................................................................................2
1.4 Research Aims and objectives .........................................................................................2
1.5 Gantt chart........................................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction .....................................................................................................................4
2.2 Benefits of social media channels for an SME.................................................................4
2.3 Role of effective brand equity in raising sales and profitability......................................5
2.4 Impact of social media channels on brand equity of A1 communications.......................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8
3.1 Types of research..............................................................................................................8
3.2 Research design................................................................................................................8
3.3 Research Philosophy........................................................................................................8
3.4 Data sampling...................................................................................................................8
3.5 Approaches of data collection..........................................................................................9
3.6 Ethical consideration......................................................................................................10
CHAPTER 4: DATA ANALYSIS................................................................................................10
CHAPTER 5..................................................................................................................................21
5.1 Recommendation............................................................................................................21
5.2 Reflection.......................................................................................................................21
5.3 CONCLUSION..............................................................................................................22
REFERENCES .............................................................................................................................24

TITLE – “To determine the impact of social media channels on increasing brand equity of a
firm. A case study on A1 communications”.
CHAPTER 1: INTRODUCTION
1.1 Overview of the research
The word digitalisation has made easier the life of individuals in completion of different
tasks and activities. Due to growing age of cut throat competition, business associations are
required to have an edge in order to survive for long run. In this manner, most of the firms either
small or large are tend towards acquiring new and innovative tools which can improve their
productivity and performance level at market place (Schivinski, Christodoulides and Dabrowski,
2016). Basically, digitalisation means converting data or information into digital format and
make it more effective or reliable. It involves integration of old skills with new technologies and
trends. Apart from this, the research is classified into different parts, in which first part dictates
research aims and objectives of the study. Another chapter is a review of several literatures so as
to arrive at better conclusion. For effective completion of the research project, qualitative
methods are used in order to get adequate and relevant information. In the fourth chapter,
researcher will gather information from people who use social media sites. At last, necessary
recommendations will be given to arrive at better outcome. In UK, an ample range of SMEs are
establishing with an aim to provide something new and innovative products to people for
improving their living standard. However, evolution of new technologies and shift in consumer
behaviour has moved the focus on small businesses as they are tend towards investing more and
more in new technologies which helps in attaining goals and objectives of the company.
Therefore, it can be said that digitalisation is really a goodwill for every business organisation.
1.2 Significance of the research
The present research will provide an insight how small businesses are using social media
channels as a branding or marketing tool in order to improve their brand equity at marketplace.
Readers will also come to know about different channels of social media and their importance to
attain and retain customers. The report will state, there are several changes are occurred in
business environment which can highly affect working activities and processes of the firm in
direct and indirect manner (Heeks, 2010). The study will also describe objectives, tactics and
strategies are acquired to enhance brand equity Although, changes in technology supports a firm
to modify its business value, customise products and responses with clients personally as well as
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it also automate entire procedures thus employees can focus on all necessary aspects. In short,
digitalisation helps in increasing presence of a company over society, in turn it spread awareness
among customers towards the brand and improve market goodwill. Furthermore, social media
helps in easily accessible platform with no or less cost; it is a most significant tool for
entrepreneurs to reach large number of people in a certain time period.
1.3 Background of the research
The aim of this study is to recognise the impact of social media channels on improving
brand equity of a firm. In this dynamic environment, internet has revolutionized the way by
which consumers, individuals, organizations and the whole society communicate or interact with
each other. For completion of the entire study, A1 Communication is the chosen organisation; it
provides business to business communications in UK. It is a leading independent communication
specialists by having a wide range of networks. A1 communication not only deliver flexible and
bespoke packages to customers have a best network coverage but also provide amazing customer
experience in cost effective manner. The main products or service of the firm is – mobile
broadband services, virtual land-line, VoIP, recycling, repairs etc. In addition, the main objective
of the firm is to work with all leading network providers so as to offer premium solution to
business mobiles, broadband, telephony and so on. In order to attain its objective, A1
communication focus on improving quality of services and always come up with ideal solution to
business (Hojeghan and Esfangareh, 2011). In this manner, the business association is required to
focus on improving its brand equity by using diverse promotional channels, such as –
advertising, sales promotion etc.
1.4 Research Aims and objectives
Research aims and objectives is an important part of completion of a research project.
Research aims defines what is the intention behind conducting this research whereas research
objectives divides research aim into several parts separately and address them to arrive at better
conclusion. Below is given research aim, i.e.
Research aim - “To determine the impact of social media channels on increasing
brand equity of a firm. A case study on A1 communications”.
Research objectives – Some of the following research objectives are -
 To ascertain the benefits of social media channels or websites for a small business.
 To determine the role of strong brand equity on sales and profitability of an organisation.
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 To identify the impact of social media sites on brand equity of A1 communications. Recommend some ways through which a SME can obtain high competitive edge.
Research questions -
 Q1. What are the main benefits of social media channels for a small business?
 Q2. How an adequate brand equity helps in increasing sales and profits?
 Q3. What is the impact of social media channels on improving brand equity of A1
communication?
 Q4. Justify the ways by which a small business can gain high competitive edge.
1.5 Gantt chart
A Gantt chart is usually acquired for managing a project which displayed various
working activities or tasks against time (Jagongo and Kinyua, 2013). On one side of the chart,
there is list of to do activities along with their time scale. In addition, Gantt charts are prepared to
track project schedules whether or not they are completing on or before their time frame. There
is given a Gantt chart for accomplishment of various activities or tasks as per the given time
framework.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
A literature review is an assessment of different literature which are published on the area
of concern. It involves current knowledge involving substantive findings and a theoretical
framework of a specific topic that is being studied.
2.2 Benefits of social media channels for an SME
Web has been giving an interactive platform than it was beforehand. In this modern era,
customers and organisations are not limited with using traditional approaches of communication
even they are tend towards acquiring specialized techniques and connect with Internet to
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discover data on various site pages. As per vies of Jagongo and Kinyua (2013), By using online
platform, people can also share their information, opinions, ideas and knowledge as well as
further issues with others. Platforms where individuals can share data, learning, and feelings, are
called Social Media. In past decades, expansion of social media channels is wide. for example:
Twitter, Facebook, You Tube, Google, and Instagram, which empower clients to play a more
dynamic part as market players and reach nearly with everybody at any place and whenever.
Apart from this, the term social media means interaction between individuals and they
share, create and transmit information into virtual network. Its an internet based application
which builds upon technological foundations of web 2.0; it allows people get information over
the world. Social media also supports to introduce various changes in market to organisations
and customers. Due to technological advancements, almost 90% population across the globe is
using diver social media sites so as to upgrade their knowledge and increase their connectivity.
In corporate context, social media provides vast number of growth opportunities to business
organisations by new adaptive strategies. Online social networks are helpful for small businesses
in terms of arriving large number of customers in a certain time period. It supports business
owners to direct with target audiences and recognise their needs and wants in the best possible
manner. For example – creating a Facebook page and Twitter account can notify all followers
towards a particular subject simultaneously. A1 communication has also acquired numerous
social media tools as an promoting channel. It will enhanced customers involvement that is a key
of marketing. Along with this, social media channels also prepare to a firm to become a
responsive brands through connecting with target audiences on web and utilizing internet based
tools to promote products and services of the company.
2.3 Role of effective brand equity in raising sales and profitability
According to Heeks (2010), Brand value might be positive or negative. In present
scenario, all products are sold to have names or images that distinguish them, thus, a company
dot have positive brand value it cannot connect with numerous customers; it affects growth and
survival of the company. In order to improve its brand equity, business associations are required
to improve the quality of their products and services and make them able to satisfy needs and
wants of target audiences. An unique or novel brand is able to attain firm's goals and objectives
and attaining large number of customers. Brand value is shaped by the non-cost or highlight
related esteem and saw nature of the item. A strong brand equity adds value for a product or
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service and helps in attaining and retaining customers' for long run. Its a set of assets which are
linked with a brand's name which has a differential impact upon brand recognition. Thus, if a
brand is popular at marketplace then customers' will interested to purchase it which improves
sales and profitability ratio of the company. In order to improve its brand equity, A1
communication focus on enlarging its market area by improving the efficiency or credibility of
its services.
As per views of McCann and Barlow (2015), Giving brand equity implies on providing
an intense brand which is one of the effective technique that supports to differentiate products
and services of the firm from its competitors. Brand value is given an extensive tools since it is
given critical aggressive boundaries. It cane be improved by expanding quality of offerings,
grow in mark dedication and brand mindfulness that every one of them couldn't be made or
destructed in here and now period, yet they could be made in long haul period by all around
planned speculation. In this way, mark value is steady and sturdy and the item with effective
brand value is considered a significant resource for the organization.
2.4 Impact of social media channels on brand equity of A1 communications
According to Kumar and Reinartz (2018), Web based technologies, like social media is a
set of online environment emphasised on interacting with an ample number of people. In this
ever dynamic business environment, every firm is tend towards acquiring various tools and
techniques so as to communicate its brand or offerings at marketplace (Kumar and Reinartz,
2018). It results, people get know about their products and its benefits and willing to purchase
the same. Some of business entities, i.e. A1 communication use social media sites, like –
Facebook, Twitter, Instagram, Youtube etc. for branding purpose; the electronic word of mouth
is equal liable for creating strong brand equity of the firm. Thus, small firms uses these channels
so as to gain maximum cutting edge and improving its market position as well. Online platforms
provides information about current market trends and customers' desires; it will help firms to
satisfy needs and wants of target audiences in the best possible manner. Along with this, by using
social media channels brands or firms make direct conversation with individuals and recognise
their issues; they can also get necessary suggestions in order to improve quality of existing
offerings of the company. Although, social interaction creates and strength brand equity and
generate loyal customers' towards the firm which have a huge great role in boost up market
image and enhancing sales and profitability of the company. While companies are used social
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media channels into their marketing, in returns they get an effective interaction with target and
potential customers and raising sales as well. Therefore, it can be said online media channels are
useful for branding, customer retention and acquisition.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Types of research
In this, investigator is going to address various methods and techniques. It will aid in
getting accurate information and data for meeting set targets and objectives of enterprise in an
effective way. It is helpful for organisation that aid in generating as well as making higher level
of growth and success for developing a particular project. There are various methods and
techniques which are needed for managing all information and data in a proper manner. On other
side, there are two kinds of research which are quantitative and qualitative tool. In this,
qualitative research is useful in order to formulate specific report. Another quantitative approach
are used for gathering or collecting all statistical types of data and information. Hence, method of
qualitative is mainly accessible for applying all needed digital technology within organisation.
3.2 Research design
This section is considered as arrangement of entire process for collecting data. There are
several methods as well as tools, which assist in designing and preparing specific investigation
like experimental, exploratory and descriptive research. On other side, descriptive research
assist organisation in order to overcome with major problems and barriers which take place in
the organisation. It is essential for firm to analyse its upcoming results or activities in an
appropriate way. For this project, descriptive research is used by investigator of A1
Communication.
3.3 Research Philosophy
This refers to development, source and nature which assess in gathering proper
knowledge. By the help of this research philosophy, an researcher can track and measure data in
an appropriate manner. In this, there are two kinds of research which are interpretivism as well as
positivism. Interpretivism approach determining and examining proper method of research. On
other side, positivism approach prefers quantitative methods under which investigators tend to
look for correlations between variables of data.
3.4 Data sampling
In this term, it define major methods and techniques which assist in assembling as well as
collecting important figures and facts which are linked with research project. This will help in
achieving results in an effective way. Data sampling is categorised within two parts are non
probabilistic and probabilistic. In this probabilistic research, they are selecting particular data
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while organising randomly sampling of data. In order to evaluate this, investigator need to set
proper process which help in attracting higher numbers of people. Additionally, method of non
probabilistic sampling is defined as a odd techniques and tools where higher numbers of buyers
can choose sample.
3.5 Approaches of data collection
Data mention those methods and techniques which aid in gathering and assembling
proper data as well as information in a proper way. There are two kinds of gathering data which
involve primary and secondary methods which are explained in detail below: Primary data- This technique help in gathering proper data as well as information by the
help of direct approach. There are several sources of primary data which aid in collecting
accurate figures and facts that involve surveys, observation, interviews and many more.
These are based on particular nature and characteristics.
 Secondary data- In this, it refers that information and data are gathered by particular
investigator. It is used by researcher in order to make and develop accurate conclusion for
specific research. With this, there are several tools and techniques for gathering or
collecting data which are interviews, books and many more.
Total Population: This part of research involves the entire population which include a
particular set of characteristics. It includes experience, specific attributes, skills and particular
demographic respondents. Under present research, 100 respondents are chosen for analysing
their participation.
Sample: Since it is difficult for researchers to conduct research on entire population.
Therefore, for this purpose, they take a sample from total population either on random and non-
random basis. In this regard, research team of A1 Communication have chosen 40 respondents
randomly to evaluate their perception.
Sampling: It refers to a technique of selecting users from total population. It includes
three methodologies that are- Cluster, Simple random and Stratified sampling. In present
research, project makers take simple random sampling to select a sample. As this method choose
respondents on random basis.
In the present both the methods are applied by investigators -In primary method, a
questionnaire is made and fulfilled by 40 respondents for evaluating their perceptions. While
secondary method is used to conduct literature review.
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3.6 Ethical consideration
It is explained as a main rules as well as regulations, which is totally different from
wrong as well as right features in a proper way. This will play a very important role while
preventing various kinds of problems and issues for organising proper research. With this, there
are several kinds of ethical values which is followed by investigator while organising various
projects of research. This needs to conform which help in dealing with community or society in a
proper way.
CHAPTER 4: DATA ANALYSIS
QUESTIONNAIRE
1.) Do you think that social media support in gaining competitive advantage
to A1 Communication?
Frequency
 Yes 35
 No 5
2.) Does social media assist A1 Communication to draw effective
relationship with its clients?
Frequency
 Yes 28
 No 12
3.) What are the effective social media marketing strategies for A1
Communication?
Frequency
 Set Goals 12
 Track & Measure Progress 13
 Choose Platform 15
4.) What type of advantages is going to be drawn by A1 Communication after
implementing social media in business?
Frequency
 Increase in productivity 10
 Profit maximization 15
 Increase brand equity of business 15
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