Dissertation: Social Media Marketing's Impact on Business Performance

This dissertation investigates the effects of social media marketing on business performance, with a specific focus on Marks & Spencer. The research explores the benefits of social media for businesses, the impact of social media on customer buying behavior, and the challenges faced by Marks & Spencer in utilizing social media. The study includes an introduction outlining the research questions, objectives, and rationale, followed by a literature review, research methodology, results and findings, and a conclusion with recommendations. The dissertation examines various digital marketing strategies and their influence on sales and productivity, particularly within the retail sector. The analysis considers the changing dynamics of the market, customer behavior, and the role of social media platforms like Facebook, Instagram, and YouTube in promoting brands and engaging with target audiences. The research aims to provide insights into how social media marketing can be optimized to enhance business growth and address the challenges faced by organizations like Marks & Spencer in this evolving landscape.

Dissertation
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Abstract:
The main objective of present dissertation is to analyse the way social media marketing could
affect the present business functioning. Marketing is an activity that is associated with using
various digital marketing strategies for the purpose of achievement of higher business sales.
There are different digital marketing strategies that could easily be used in business for achieving
higher sales. Social media marketing is one such transformational strategy that has complete
changed the way in which marketing function is transformed in various business organisation. It
is one of the cost effect strategies that are used presently by business organisations. Such as in
present research work there is analysis of the way different social media marketing strategies can
be used by research business in order to expand their present sales and overall productivity.
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Abstract:...........................................................................................................................................3
Chapter 1: Introduction....................................................................................................................5
Chapter 2: Literature review............................................................................................................8
What are the different issues faced by Marks & Spencer by using the social media...........12
Chapter 3: Research methodology.................................................................................................13
RESEARCH FINDINGS AND INTERPRETATION..................................................................16
CHAPTER 4: Results and findings................................................................................................29
Discussion of findings..........................................................................................................29
Contributions........................................................................................................................29
Recommendations................................................................................................................30
Chapter 5: CONCLUSION............................................................................................................31
Chapter 6: Reflection.....................................................................................................................31
REFERENCES..............................................................................................................................34
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Chapter 1: Introduction
Marketing is a process of developing some promotional strategies that can help in development,
communication, exchange and further delivering of offerings for the purpose of enhancing the
overall value for customers, Digital marketing has become more popular with the growing
technology base. It is a broad are of development that is used for searching of platforms and
other associated aspects. With the growth paid digital marketing platforms are also used by
business organisations for the purpose of achieving required sales (Shareef and et. al, 2019). The
COVID 19 pandemic situation has also affected the way organisation are using various
promotional strategies for the purpose of promoting their businesses and products. Present report
is based on analysing the impact of using various social media strategies in Marks and Spencer
for the purpose of promoting its goods and services across various such platforms. For this
purpose there is application of various strategies that can be used in the present functioning of
businesses (Wang and Kim, 2017). There are various challenges that are faced by organisations
in order to achieve their laid aims and objectives that have to be evaluated in the course of
business functioning. The present research work is going to assist in the process of making a
detailed evaluation of such challenges in order to reach relevant recommendations and
conclusions for Marks and Spencer in this fast changing dynamic environment.
Background of the company
Mark and Spencer is a British multinational retail brand that is having its headquarters in
London. It species in selling of home products, clothing and food products; it is listed on London
stock exchange and is also a constant of FTSE 250 Index. It was founded in the year 1884 by
Thomas Spencer and Michael marks. It is having 959 stores across different parts of UK. Among
which there are 615 that are selling food products and is done through television advertising that
is of exclusive nature. They are also facing online food delivery services with their joint venture
Ocado.
Research Questions
 What are the benefits of social media for business?
 What is the impact of social media on buying behaviour of customers in Marks &
Spencer?
 What are the different issues faced by Marks & Spencer by using the social media?
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Section five: Research aim and Objectives
Research Aim
“To examine impact of social media on buying behaviour of customers. A study on Marks &
Spencer. ”. A case study of MARKS AND SPENCER.
Research Objectives
 To determine the benefits of social media for business.
 To examine impact of social media on buying behaviour of customers in Marks &
Spencer.
 To identify the different issues faced by Marks & Spencer by using the social media.
Rationale of research:
The main reason behind this research work is to identify the ways in which social media
marketing is now used by retail sector organisation as a digital marketing tool for the purpose of
promoting their brand. There are some skills that are crucially required for the purpose of
analysing the impact of various research skills that includes literature review, communication,
time management and other associated skills. Such type of skills is very helpful for investigator
in completion of the dissertation successfully. This investigation is very important for the
purpose of professional development in the future course of business. The main interest of this
research is to improve my overall personal & professional growth. This research is very helpful
in analysing the way social media for the purpose of using it in the course of business.
Scope of the study:
The scope of present study is to analyse the way digital marketing and the role of social
media marketing are helping organisations in achievement of higher business growth. With the
changing times there has been a comeoplet transformation in the way retail sector organizations
are functioning. So, there is requirement to analyse the ways and strategies that can be used in
order to expand the present market share by using various social media marketing strategies.
There is a positive impact on the buying behaviour of customers in terms of other available
sources. Such as it includes discounts, promotions, content that has a ability to influence the
buying behaviour of customers. Social media is used for analysing the buying behaviour that can
help in future forecasting of customer needs and demands. Based on this made forecasts further
strategies are formulated in retails sector organisations like marks and Spencer. Present report is
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going to analyse such challenges that are faced by marks and Spencer while formulating their
social media marketing strategies. Further there will be a detailed evaluation that will be required
to analyse the impact such issues can have on the overall process of strategy formulation in
marks and Spencer.
Structure of the dissertation
There are various chapters that is required for the objective of completing the research in a
more systematic manner. Literature review is one of the most important chapters that is
facilitating the purpose of collecting information from magazines, books and other sources
assigned with the research topic. Methodology is another important aspect of dissertation that
includes method types that can help in collecting secondary form of information. Further
findings and results are assisting researcher in reaching towards relevant conclusions.
Recommendations are the part where the entire information is finally analysed to draw clear
suggestions for the management of marks and Spencer to deal with the changing external
environment.
Chapter 1: Introduction: It is the first chapter of dissertation that consist of aims, objectives,
and research questions an explanation of title. All such information is used in doing next chapters
that is literature review. The researcher has introduced this topic for the purpose of explaining it
in context of this project and focussing on other major aspects.
Chapter 2: Literature Review: The researcher is using this aspect to collect relevant
information from available secondary sources that consist of books, articles, journals, the major
purpose is to help researcher in achieving the laid objectives.
Chapter 3: Methodology: it is a important section that is facilitating the investigator in
collection of information through research methodology. It includes various methodologies such
as inductive approach, inetrpretivisom and secondary methods of collecting data.
Chapter 4: Results and Findings: this chapter will be used to evaluate the collected
information. As per the present dissertation there will be use of various analytical techniques in
order to analyse and interpret the overall collected information. For this researcher has to make
carious themes on which specific research questions are based. For the purpose of presentation of
data there will be use if charts and graphs by the researcher.
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Chapter 5: Conclusion and Recommendations: In this chapter the researcher will be use to
explain entire information of chapters in a more clear manner, recommendations and conclusions
will be drawn based on using the overall information that is part of the research.
Chapter 6: Reflection: it is the last part of research where the dissertation is used for explaining
the journey based on the difficulties and learning’s that has been gone through in whole research
work. It is one of the most important tools to analyse the way various research findings were
achieved by the researcher through this research work.
Chapter 2: Literature review
To determine the benefits of social media for business
According to the viewpoint of (Savci and Aysan, 2016), Social media is being considered
as a best way to in increase and enhance the business profit at higher scale. Technology is being
viewed as major hotspot in this contemporary business world. The use of technology has brought
up a new change in humans life. Social media is the most trending element of technology. Social
media is being used well for sharing of information, presentations, social networks and building
relationships (Leung, Bai and Erdem, 2017).. Social media marketing is used for engaging with
targeting audience. Social media platforms are ways through which one can obtain vast
credentials and engage with other people. In context of Marks and Spencer, it has been examined
that it is important to focus on adapting of social media on the basis of which company is able to
promote their brand goodwill and also it helps in understanding customer changing behaviour as
well as attitude. Digital marketing concept is to be considered as priority when it comes to
developing the brand name through social media this is because social media platforms and
digital marketing are linked with each other. The selected on addition have a digital marketing
team who uses appropriate keywords and well efficient strategies which are useful for their
development and growth in both current as well as future period of interval. Also, it is seen that
both B2B and B2C marketers are currently using digital marketing as well as social media
simultaneously through which they are capable of dealing with on certain situation and easily
analyse the behaviour of a particular customer.
Moreover, it is also stated that it is essential to use social media for business expansion
through which selected organisation is able to implement effective strategies and also determine
the performance level of business in market. In this competitive market, it has been specified to
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that it is critically crucial to be well aware about market situations and competitors. In retail
sector the level of competition is increasing at higher level and it is impacting upon Marks and
Spencer profit as well as sales ratio. This is necessary to use appropriate social media platforms
like Facebook, Instagram, YouTube and other marketing tools which are beneficial for
development of business goals and objectives. There are many other benefits of social media like
it helps in engaging with customers and targeted audience, help in analysing the competitors
strategies, company can easily make effective decisions when activities of being done through
digital platforms (Heinze and et. al, 2020). Moreover it is also seen that by use of digital
technologies and platforms complete benefits can be easily achieved. Applying digital marketing
tools and techniques to the business require a wide knowledge and expertise in various types of
field like SEO, SMO, PPC marketing, E-mail marketing etc. With proper use of this different
types of tools and techniques individual or a brand is able to reach to the mission and vision
inappropriate way. It has been reported that main benefit of using digital marketing in enterprise
is that it helps marketing department to make decisions how and what type of customers to target
who will potentially purchase the product of a brand this is essential for enterprise to higher
skilled and efficient employees so that it could be easier for them to achieve computer benefits in
in the retailing market.
With the adoption of social media in business context enterprise has the opportunity to
generate more leads for development of organisation and also it increases the sales as well as
profit ratio at higher level. Furthermore it is also stated that it increase the website traffic of a
company which is needed to attract more prospects towards the brand. Use of internet has
increased, and it is saying that most of the people are active on internet social media and other
websites with purpose of personal as well as professional motive. Manager of company make
ensure that relevant information and sources are being used so that benefits within contemporary
environment can be easily obtained.
This is stated that above explain paragraph literature review focuses on how this social
media is beneficial for business purpose and how it can help in accomplishing of goals as well as
objectives. In this contemporary business environment, HR department of an organisation need
to make assure that decision making is being carried out effectively so that positive benefits are
obtained. The social media platform offer method of low commitment for user to express interest
in organisation and its products. There are various benefits or advantages of platform of social
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media that aids assistance to organisation to attract more users and getting its feedback and
maintain loyalty of customer in respect of organisation. They focus on research of market
involving international market that assist organisation to increase brand image and its revenue by
improving and also building user network. There are various benefits or advantages of social
media marketing that help in increasing involvement of user and assess awareness of individual
person regarding business. The organisation focuses on adopting social media for advertisement,
promotion and many more. In addition to this, social media marketing can help Marks and
Spencer in attracting customers, getting feedback of user and build loyalty and trust of user
during particular phase of time period. It is also helpful in conducting marketing research as well
as decrease cost of marketing and improve brand during particular phase of time period. In
addition to this, they also focus on keeping eye on competitors so that they make appropriate
strategy that is helpful in conducting different kind of activities of organisation in an appropriate
manner.
To examine impact of social media on buying behaviour of customers in Marks & Spencer
With viewpoint of (Roberts, 2019), Analyses that social media has a deep impact on
behaviour and attitude of customers at larger scale. In this changing period of time, it is
necessary to be well aware about how and why customers are switching towards another brand
which is only possible through use of social media platforms and tracking the old as well as new
customers. In reference of selected organisation, it has been stated that consumers who are
influenced by social media are four times more likely to spend on products and purchase of a
brand. It has been also reported that around 90% of customers are likely to purchase on same day
of using a particular social media platform. Consumer buying behaviour is important to be
determined by the organisation so that it becomes convenient for them to implement market
strategies and make effective decisions accordingly. Buying behaviour of customers changes
with time period and trends in the market (Parsons and Lepkowska-White, 2018). It is necessary
for or enterprise to conduct external and internal analysis on the basis of which it is easy and
simple to understand the reason for change of attitude and taste of customers.
The chosen company redesigned and launched its website to test the followers and obtain
the feedback as well as analytics of brand through digital platforms. M and S examine that 40%
of the customers faced issues when purchasing to the brand product through online and
enterprise improve the quality of search returns by 14%. The team of social media of
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organisation is planning to respond to customer issues in most effective manner so that positive
relationship is being developed. This company also determined that there is a sales enhancement
after implementation of social media campaigns for example customers demanded more M & S
walnut cheap chocolates and for the coffee flavour but entity stop s the distribution. There was a
vast difference before adoption of the social media and after use of social media in business
context of Marks and Spencer. This is because consumers were happily purchasing the products
of a brand online and through E-Commerce websites. It is critically analysed to that in this
covid-19 situation enterprise has been focusing on development of their online website and
partnership with e commerce websites like Amazon and e-Bay. With the implementation of new
strategies and tactics company is able to identify the buying behaviour of customers which helps
them to execute their operations at functions in proper manner (Heggde and Shainesh, 2018).
There are various types of factors that impact upon buying behaviour of consumers such as
review from influencers, review from social media connections, presence of a brand on platform,
social media advertising, trending and popular algorithms such as Face book. These are some of
the factors which directly affect the consumer behaviour within M & S. Main purpose of
consumer buying behaviour is to analyse the various situations like what to consumers buy why
do they buy, when do they purchase how often the purchase and what are the reasons for
purchasing. To understand this type of situations it is necessary to properly understand the
changing behaviour of consumers in well effective way so that benefits and goals are achieved
within time interval. Digital marketing has a number of types, most essential one are website
marketing, search engine optimization, content marketing, PPC advertising, social media
marketing, email marketing, video marketing, and affiliate marketing. Digital marketing and
inbound marketing are easily confused, &for good reason. This concept uses same tools as
inbound marketing—email and online content, to name a few. Both exist to attain attention of
prospects through the buyer’s journey and turn them into customers. When it comes to enhancing
brand’s overall visibility or goodwill, there is no subset of marketing that is changing faster than
social media. Every business or professional can benefit from understanding social media’s
importance when it comes to reaching their audience and strengthening their brand image in a
specific market. To reduce the level of competition in market, retailers are using different types
of tactics and strategies so that benefits are achieved by them at all level. Moreover in
consideration of M&S, they have been increasing their partnership with Amazon and many other
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e-commerce website through which they will be selling the product to consumers at global scale.
Marketing consumers find it more is easier to purchase online as compared to purchasing from
online Street shops or malls. Also it is stated that main benefit of purchasing through online and
applications is that offers and discounts are being provided on seasonal basis.
The above explained matter reflects that behaviour of customers are essential which is
needed to be understood with conducting of proper market research and analysis so that it is
easier to make decisions and use appropriate marketing tools in order to convert the prospects
into to customers. Properly focusing on digital marketing tools as well as techniques enterprise
finds it easier to deal with competitors and enhance the brand Goodwill at wider level. Moreover,
this is also specified that appropriate level of knowledge is needed which helps in accomplishing
of goals and set objectives. There are various effects of social media on purchasing behaviour of
user which is related with psychological thought that include perception related to motivation
and also believe in its attitude. In addition to this, the social media influence individual person in
such a manner that help in modifying its behaviour for meeting demand & need of social
environment. Thus, it is assess that Marks and Spencer faces different kind of difficulty in order
to understand behaviour of user because of diverse issues. In addition to this, there are different
kinds of factor which influence behaviour of consumer such as psychological, personal, social as
well as cultural which imposes direct effect on behaviour of consumers during particular phase
of time period. Therefore, it is assess that social media impose positive effect on buying
behaviour of user during particular phase of time period. When it comes to enhancing brand’s
overall visibility or goodwill, there is no subset of marketing that is changing faster than social
media. Every business or professional can benefit from understanding social media’s importance
when it comes to reaching their audience and strengthening their brand image in a specific
market
What are the different issues faced by Marks & Spencer by using the social media.
As per point of view of (Postill, 2018), there are different kind of challenges that is
confronted by Marks and Spencer in order to adopt platform of social media. The different kind
of issues that is confronted by organisation in respect of social media is determined as a lack of
having resources. There different kind of challenge confronted by organisation. The platform of
social media also enhances level of competition between market and it is determined as a major
threat for organisation in order to build loyal & trustworthy relationship between customer and
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its company. It generate effect on cost of organisation because the focus is on using technology
that is running in Market and also it is helpful in growing market and generate user base in
respect of organisation. There are different kind of challenges related to social media marketing
which is a faced by Marks and Spencer that is going to be mentioned below:
Decrease organised research the challenges which is faced by the organisation due to
platform of social media is decreasing inorganic research that push brand in order to use
advertising solution. There are different kinds of challenges which is faced by team of Marks and
Spencer in order to decreasing inorganic research.
Try to influence marketing influencer marketing is considered as a widely adopted
strategy because it is determined as a cost appropriate as compared to mainstream advertisement
and create return on ad. There is different kind of challenges faced by the management of Marks
and Spencer due to influencer marketing that is given below:
Getting bad influencer for brand if the management team do not have a great influence
related to brand then the focus is on using different tool in order to increase value.
Decrease involvement of user: Due to decrease in engagement of customer is determined
as a major challenge faced by management team of marks and Spencer. Therefore, they focus on
reducing these types of issues in an appropriate manner.
Chapter 3: Research methodology
Research methodology is considered as an approach which is connected to concept applied by
organisation for providing description regarding method as well as challenges that is confronted
by researcher for collecting data and execute investigation (Bode, 2016). Research methodology
is considered as a process of collecting data and information in respect of specific field. The
primary purpose of this methodology is to provide facility to researcher by offering reliable data
& information. In current dissertation, it is assess that research methodology is important part in
adoption of proper research Framework that is offered to investigator and particular framework
for aim of collecting data and information that is depend upon specified topic of research.
Therefore, there is different kind of techniques of data collection which is used by researcher in
order to collect data and information in an appropriate manner. The responsibility of research is
to select proper technique according to particular requirements of work of research. In current
scenario, there is assessment of various methodology of research that is used by researcher
reference of work of research in better way. Herein, there is adopting or use of systematic
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