Effectiveness of Social Media in Communicating Brand Image: A Study

This report examines the effectiveness of social media in communicating brand image, focusing on a case study of Tesco. It explores the role of brand image in organizational success, assesses the significance of social media in improving brand image, and analyzes strategies for effective communication. The research employs a qualitative approach with primary and secondary data collection methods, including questionnaires and thematic analysis. The study utilizes simple random sampling with 50 employees and considers ethical aspects such as promoting research aims, ensuring fairness, and managing resources responsibly. The literature review provides an overview of current knowledge on brand image and social media. The report's findings offer valuable insights for businesses aiming to manage and enhance their brand image through social media strategies, while also acknowledging the limitations of a single-organization focus. It also covers research design, methodology, data analysis, and ethical considerations, providing a comprehensive overview of the research process.

RESEARCH
METHODOLOGIES

Table of Contents
SUBMISSION 1: RESEARCH DESIGN PROPOSAL .................................................................1
CHAPTER 1: INTRODUCTION ...................................................................................................1
Title .............................................................................................................................................1
Study background .......................................................................................................................1
Aim .............................................................................................................................................1
Objectives ...................................................................................................................................1
Research questions ......................................................................................................................1
Rationale .....................................................................................................................................1
Significance of research ..............................................................................................................2
Scope and limitations of the study .............................................................................................2
CHAPTER 2: RESEARCH METHODOLOGY ............................................................................2
3.1 Research type.........................................................................................................................2
3.2 Research approach.................................................................................................................3
3.3 Philosophy..............................................................................................................................3
3.4 Research design.....................................................................................................................3
3.5 Data collection ......................................................................................................................4
3.6 Sampling ...............................................................................................................................4
CHAPTER 3 :DATA ANALYSIS .................................................................................................5
CHAPTER 4 : ETHICAL CONSIDERATION ..............................................................................5
Submission 2 – Literature Review...................................................................................................6
INTRODUCTION...........................................................................................................................6
CHAPTER 1 LITERATURE REVIEW INTRODUCTION...........................................................6
CHAPTER 2 : LITERATURE REVIEW MAIN BODY................................................................7
CHAPTER 3 : LITERATURE REVIEW CONCLUSION...........................................................10
REFERENCES .............................................................................................................................11

SUBMISSION 1: RESEARCH DESIGN PROPOSAL
CHAPTER 1: INTRODUCTION
Title
“Effectiveness of social media in order to communicate brand image”
Study background
Brand image is defined as the perspective or the opinion of customers towards a
particular brand. These perspectives includes impression, beliefs and ideology of customers
related to specific brand. Different customers have different perception regarding brand image of
the organisation which depends upon their experience as well as influence of other people. For
the organisations it is very important to maintain a good brand image so that they can achieve
higher level of profitability, customer retention and relationships and launching of new products
under same established brand name. With advancing technology social media has been playing a
crucial role in development of brand image. Thus in order to retain a good brand image
businesses are emphasising on social media tools for managing their brand.
Aim
To analyse the effectiveness of social media in order to communicate brand image: A
case study on Tesco.
Objectives
 To evaluate the role of brand image in success of organisation.
 To assess the effectiveness and significance of social media in improving brand image.
 To analyse the ways in which social media can communicate brand image of
organisation.
Research questions
 What is the role of brand image for achieving success in business?
 How social media can contribute to the brand image?
 Which social media strategies can be used by the organisation to strengthen its brand
image?
Rationale
The key purpose for conducting research on this topic is that in present scenario of
globalisation brand management has been one of the primary challenge for the companies. This
challenge cannot be addressed without integrating business practice with digital and social
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media. Thus the objective of choosing this topic for research is to gain better understanding of
significance of brand management and impact of social media on it (B Barhorst and Wilson,
2017.). Another purpose for selecting this topic is to conduct a critical analysis of social media in
which it can affect the brand of organisation.
Significance of research
The research is highly important in terms of enhancing the knowledge of expanding
business across the globe. In this highly competitive market organisations cannot survive for
long term without having a strong brand image. Thus the findings from the research will help
organisations to understand the methods of improving brand image. It will also be significant in
terms of analysing benefits as well as challenges of social media which can affect the brand of
image (Arya and Verma, 2018). The study is also helpful in enhancing awareness among
organisations so that they can understand the role of brand management and its related practices.
Scope and limitations of the study
The study is beneficial for the businesses who aims at managing a sustainable and
profitable brand image. The role of social media explained in the study can deliver effective
solutions to the companies who are struggling with poor brand image and thus lower
productivity. The study results can also be used by other researchers which aims at conducting
researches related to enhancing organisational performance and profitability. However the study
suffers from certain limitations. One of the limitation is that it utilises mainly primary data
collected form one organisation. Thus the findings are specific to organisation chosen and thus it
may not provide complete comparative description of the issue in relation to different types of
organisation.
CHAPTER 2: RESEARCH METHODOLOGY
3.1 Research type
The type of research can be divided into two types namely qualitative and quantitative.
Qualitative research is scientific of observing to gather data of non numeric type to gain
understanding of reasons, motivation and opinion whereas quantitative research is systematic
investigating phenomena through collecting quantifiable data and perform statistics,
computational and mathematical data; outputs obtained by these are statistical, logical and
unbiased. To study importance of social media for brand image will perform qualitative research
type to generate knowledge and understanding about external world about use of social media for
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communicating brand image as well help in gathering of data of human values along with the
fact that data complexities can be incorporated into simple conclusions as it is an open ended
process (Allcott and Gentzkow, 2017)
3.2 Research approach
Research approach is plan and procedure consisting steps of broad assumptions to brief
method for data collection, analyse and interpret ate which is further segmented into three parts
that is inductive approach i.e. inductive reasoning where theories and observations are proposed
to end of research as results of observation where patterns, resemblances and regularities in
experience observed to withdraw conclusion whereas deductive approach is concerned with
hypotheses stated on current theory further designing research strategy to justify hypothesis and
adaptive approach posses alternatives to fulfil managerial objectives predicting outcomes based
on current knowledge. The study of importance of social media for brand image will choose
inductive approach to forecast impact of social media for their brand image.
3.3 Philosophy
Philosophy is learning of fundamental along with general questions about reason, mind,
language, values, knowledge and existence. The tool of reason and logic is applied to analyse
experiences of humans. The factor involves teaching close reading, clear writing, logical
reasoning and critical thinking to understand language use to define world along with place
within. The purpose will aim on developing leading on effectiveness of social media developing
and affecting social media to convey brand image on people's mind about their preferences,
likings and factors boosting up impact of social media for brand promotion and awareness. The
factor will also cover use of social media of people, duration of their use along with their
purposes and preferences (Anderson and Jiang, 2018.). Evaluation of minds of people will lead
to develop psychology to develop and mould operation of business such as use of social medial
like communication style to spread awareness about brand and boost up operations of
businesses.
3.4 Research design
Research design is set of procedures and methods help in collection and analyse measures
of variables specifies in problem research. There are several types of research design namely
descriptive i.e. research defining characteristics of population. They focus on defining
demographic segment nature without focusing on reason for its occurrence. Further exploratory
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research design i.e. research conducted for a problem that was not prioritized before to make it
priority and modify final research design. Causal research design to determine cause underlying
specific behaviour to find cause and effect relationship among variables. The purpose use to
determine how dependent variables are effect change in independent variables. To justify and
design research for highlighting effectiveness of social media on brand image will be designed
by exploratory design to make use of social media priority to boost and promote brand image to
raise stakes and spread awareness in market and it's operations.
3.5 Data collection
Data collection is known as the process to gather the relevant research data from various
sources. In primary data collection methods data is gathered firstly by the researcher while in
secondary data collection data is collected from secondary sources such as books, websites or
organisational reports. Primary data collection is based upon personal opinions and realistic facts
thus it gives more accurate and specific outcomes (Sutton and Austin, 2015). On the other hand
secondary data is easily accessible, less time consuming and provides validation and strong
support to the primary findings. In this study both primary and secondary data is used. For the
primary data collection a questionnaire is used. One of the advantage of using both primary and
secondary data collection is that it makes research highly validate, specific as well as flexible and
time effective.
3.6 Sampling
Sampling is known as the process to limit the population size for the study so that it can
be made more feasible and manageable. In probability sampling participants are chosen on
random basis and each individual has equal probability to be chosen for the research. On the
other hand in non-probability sampling specific criteria are used for selecting participants and
thus individuals are not chosen on random basis. In this study simple random sampling which is
type of probability sampling is used. The research employs 50 employees of Tesco are chosen
randomly for the research. The advantage of using this type of sampling is that research can be
performed with even small population size as well and it gives unbiased outcomes. This type of
sampling is also known to be more flexible and less time consuming so that research feasibility
can be increased.
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CHAPTER 3 :DATA ANALYSIS
Data analysis is defined as the process of interpreting valuable findings and conclusions
from the collected data. Data analysis is one of the important stage in conducting research as it
assist researcher in exploring the valuable findings through valid interpretation of the data. For
the analysis of quantitative data statistical tools which uses mean, median and other statistical
applications are used. It is suitable for the researches which requires analysis of mathematical
models for conclusions (Etikan, Musa and Alkassim, 2016). However in this study qualitative
data is used and for the analysis of qualitative data central themes are formulated. The thematic
analysis delivers flexibility and wide range of conclusions. The use of thematic analysis for the
research is also helpful in exploring the additional concepts and theories which are not disclosed
using mathematical relationships (Sasmita and Mohd Suki, 2015).
CHAPTER 4 : ETHICAL CONSIDERATION
Ethical consideration is most important factor in research process to manage legality and
ethicality of research process and plan. These ar basically norms and standards to conduct for
distinguish between behaviours that are acceptable amongst ones that are not. The research must-
 Promote aim of research along with expanding knowledge to learners based on their
interest and passion as well (Kim Choe and Petrick, 2018).
 The work must reflect mutual respect along with fairness as study for effectiveness of
social media to communicate brand image to develop better collaboration between groups
and researchers for the process.
 Research programme must ensure that the money and resources allotted for the
programme is spent appropriately as their programs might be funded by public money
and can be moulded as cause of conflict due to different interest, happen stance of
misconduct or programme might violate laws of harm to human, animal or even
environment as well (Jamali, and Khan, 2018).
 The research programmes by consideration of ethical conduct will result in gaining trust
of people and individuals so develop confidence in people mind and raise help raise
public funding for business and research operations.
 Occurrence of ethical consideration must ensure support of social and moral values along
with ensuring the applicability is serving no physical and mental harm to others to ignore
an legal and social bindings on their business operations as well.
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 The research programme must declare forms along with sources of funding as well as
possibility of conflicts must be declared to individuals to take preceptive measures in
order to learn from them.
By consideration of these factors a brand may not face any legal obligation for running their
business operation that may result in harming image of business in market.
Submission 2 – Literature Review
INTRODUCTION
Literature review can be defied as a kind of scholarly article that includes current
knowledge about substantive findings, theoretical and methodological information for a
particular research paper. It mainly consists of simple key resources summary which helps the
researcher to develop a base for their research paper. Literature review is mostly done for
interpretation of old information, track intellectual progress in research field as well as identify
gaps in current research and problems that had been identified or faced by the researchers till
today’s date. Literature review plays a vital role in research paper and it is done for various
purposes such as: it helps in understanding the research topic and contributions done till date in
the research field, get to know new ways in which prior knowledge can be identified, identify
and fulfil need of further additional research so that one’s own research can be located in the
existing literature. This literature review will focus on existing literature related to topic “social
importance of media marketing for brand image”.
CHAPTER 1 LITERATURE REVIEW INTRODUCTION
Literature review is comprehensive brief for completed research of a topic. These reviews
surveys books, scholarly articles along with other sources having relevance to specific area of
research providing descriptive, critical evaluation of practices to investigate problem in type. The
purpose of literature review is to provide theoretical base for research to determine its nature.
The purpose of literature review is to demonstrate knowledge of author for a specific field of
study that includes theories, vocabulary, phenomena and theories along with its methods and
history.
Literature review focuses on -
 Reporting critical review of relevant literature
 Focus of research is places with wider context in the field
 Analyse gap within literature the research is trying to address.
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 Aims on synthesizing information literature into summary. Presenting literature in organizes ways.
Models and concepts -
CHAPTER 2 : LITERATURE REVIEW MAIN BODY
According to Arya and Verma, (2018)effectiveness of social media to communicate
brand image is to utilize visual branding method for enormous range of audience. The effect can
attain and younger audience to find voice that resonates audience to address their products and
services. A company can attain enormous attention and audience in the publicity of brand for
increase in sales and manage to boost their brand image among st it's rival. Social media has the
power to influence people from business point of view as they promote positive
recommendations along with favourable reviews of products to make way to interact with
customers alongside it also make ways for global exposure as it helps promote business
worldwide. The promotion of brand image through social media can also be merged or partnered
with celebrity endorsement that will effectively gain lot of attention of followed of that celebrity
or influential personality that will result in the attainment of attention of people to boost up their
business operations as well. These practice further will boost up performances of business by
gaining attention of eneromos people and audiences to examine and define their practices in such
business types and conditions for development of their products and services.
According to Barhorst and Wilson, (2017) social media is effective tool for
communication of brand image but involves lot of costing in the process of the implementation
of effect. The use of tools of social media is defined based on needs of the requirements of
individuals depending upon their taste and preferences as well. The factor will help promote
brand image worldwide along with putting an impact on regulation of brand ad it's company.
People from all across the world spend their ideal time ongoing through social media and other
such type of sites. They affected the working pattern of companies as well by raising their stakes
high and pushing products and it's demand to unpredictable parameters. The availability of social
media is also jammed in several of the places due to political, beliefs along with religious matters
that affected the image of brand as a taboo and thus created the image of as it's curse affecting its
business operations vastly adversely affecting promotion of these brand images in adverse
situation and people will stop using their commodity and products due to these false beliefs and
practices recommended for such types of business operation types.
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According to Barreda and et.al., 2015 social media is not enough to promote brand
image as these days people are spending less time on these type of social sites and consider it a
method of wasting their time and efficiency. These site works on preference of user as it shows
articles and product the user are interested in like showing recommendations or you may like.
These sites only focus targeted audience and fails to gain sales through these mediums. People
these days are promoting their brands in several sports events and other business meets or social
events attended by a lot of people the advertisement of products and services and gain
tremendous amount of attention and help increase loyalty by having a physical look of
commodity and product to gain attention in market for their further development in the image of
brand in their context. The decrease in sales of such type will lead to ineffective practices in the
formation of brand image. Customer loyalty is being harmed in these areas' ad their policies are
harmed and devastated in the juggling of future activities and practices for the type of procedures
(Holt, 2016).
According to Bruns, (2018) effect of social media for branding their products is the best
practice in the world. As people these days prefer buying and hosing their needs from these
platforms and also spend a lot of time on these platforms. The increase number of people looking
for universal and global products and services reach out to social media for attainment of
fulfilment of their demand. Promotion of brand image on these platforms also develop trust
among consumers or customers as there are several recommendations and reviews by fellow use
of product and commodity commenting about quality and reliability of product will help develop
trust among other consumers as well. So by the applicability of this technique to promote their
brand image might help an entrepreneur in promotion of products. The use of social media along
with preferences in the devastated markets will lead to ineffective practices of promotion of
brand image and will also reduces and affect the quality and practices of brand and their
happentances for further difference and usage. The use of such type of platform also attain main
gathering of global brand s in the occurrence help in boosting the brand image along with
practices that are affected by their existence.
According to Btikan, Musa and Alkassim, (2016) social media has affected peoples life
in wide range. The products and services vastly available on social media platform along with
products of their competitors as well might not impress an individual impact brand image of an
individual due to enormous competition among market and it's variables. An individual looking
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for any particular thing might be misguided by its competitors on gaining wrong information and
practices. Social media is open market and digital platform for everyone and affects life of
people in various form as might be chances of happentance of unethical activities that might
affect the brand image involving in forgery and may misguide its people. The factor at that may
moment may push the company losing its brand image and get affected badly. People are getting
their machines hacked and information is leaked in bulk in these types of platform so that they
organizations may lose enormous data and might face further turbulences for the attainment of
their common objectives set by the firm and is pre defined to the context as well ( Hjorth and
Hinton, 2019).
According to Fuchs, (2017) social media in current context is global market for people to
perform their business operations and other form of social dealings. The brands these days by the
availability of social media such as Facebook, instagram, WhatsApp and other such platforms
created huge fan base for marketing of several products and services as well. The social media
connect people from other people and also with several brands such as the adaptions made by
them, availability of their products and services and as well helped them in serving their clients
online with suggestions and other needs helped customer to gain and develop trust of individual
in type of brand and their products. Back in earlier days several brands come and go but people
are not aware of them unless they are listed in share markets or other stock related platforms.
These days people are hungry for new update, they are curious to know what is happening
around them and by what they are surrounded. Social media in this case in the cheapest way to
be aware of surrounding and new up adtios that are easy to be aces sable for local and public
from around the world to generate awareness about brand making them famous and accountable
for their actions in the current context and markets for the development of their brand image as
well (Haseen and et.al., 2017).
The business in these positions will use effective ways of communicating their image of
brand will further strengthen the resources to be effective and these practices will further
strengthener the effect of such practices of boosting of brand image as well. Practices of boosting
of these efficiencies in business form will develop practices of social media that will strengthen
the effect of practices of social media in further development of network of social media
strengthen brand image of through these practices.
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CHAPTER 3 : LITERATURE REVIEW CONCLUSION
The above study concluded that social media plays effective role in communication of
brand image as by boosting up of brand awareness as by establishing brand awareness for which
data is collected by books and journals. Research process is being done in formation and
generation of data. As per the study Communication plays a very important role in delivering the
message and if it is effective then will result in better understanding by the receiver and also it
will be better for sender as well. Social media is the best platform which can be used to create a
brand image. There are various advertisement tools which if used effectively and efficiently will
result in profit maximization and sales maximization. In order to make a brand popular in today
world social media is more influential and trending in which various tools such as messenger,
creative images and also videos. This will help the company to make customized changes and the
same can be send to various users using the same platform. There are various social media
platform such as Instagram, Facebook, Twitter, etc.
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