Assessing the Impact of Social Media on Q5's Marketing Strategies

This research project investigates the impact of social media channels on the marketing and promotional activities of Q5, a UK-based company. The project begins with an introduction that outlines the research's overview, background, significance, aims, objectives, and research questions, along with a Gantt chart for project management. A comprehensive literature review explores the advantages of social media, its impact on business performance, and its role in business development. The research methodology section details the type of investigation, research design, philosophy, approach, data sampling, and ethical considerations. The core of the project involves data analysis, followed by recommendations and a conclusion. The research employs both qualitative and quantitative methods, including surveys, to gather and analyze data on the effectiveness of social media tools like Facebook, Twitter, Instagram, and LinkedIn in enhancing Q5's marketing efforts, brand awareness, customer engagement, and overall business performance. The findings highlight the benefits of social media in connecting with customers, improving brand awareness, and influencing consumer buying decisions. The project concludes with actionable recommendations for Q5 to leverage social media for increased marketing success and business growth.

RESEARCH PROJECT

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of research........................................................................................................1
1.2 Background of the research..............................................................................................1
1.3 Significance of the research..............................................................................................2
1.4 Rationale of Research.......................................................................................................3
1.5 Research aims...................................................................................................................3
1.6 Research objectives..........................................................................................................3
1.7 Research questions...........................................................................................................3
1.8 Gantt chart........................................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
2.1 Advantages related with use of social media channels....................................................5
2.2 Impact of Social Media on Business Performance...........................................................6
2.3 Role of social media on development of Q5 business......................................................7
2.4 Various ways by which Q5 firm can increase its business activities at large scale.........7
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................9
3.1 Type of Investigation........................................................................................................9
3.2 Research design................................................................................................................9
3.3 Research Philosophy........................................................................................................9
3.4 Research Approach.........................................................................................................10
3.5 Data Sampling................................................................................................................10
3.6 Ethical Consideration.....................................................................................................10
CHAPTER 4: DATA ANALYSIS................................................................................................12
CHAPTER 5: RECOMMENDATIONS & CONCLUSION.........................................................24
5.1 Recommendation............................................................................................................24
5.2 Conclusion......................................................................................................................24
RESEARCH ETHICS....................................................................................................................25
REFLECTION ..............................................................................................................................25

REFERENCES..............................................................................................................................26
Research Proposal and Ethical Form ............................................................................................27

TITLE – “To determine impact of social media channels in marketing and promotional activities
of the company. A case study on Q5.”
CHAPTER 1: INTRODUCTION
1.1 Overview of research
In these days, the majority of customers' activity is getting virtual, they are willing to
know about every product and service before purchasing. Introduction of digitalisation has made
this process easier as it support firms to interact with large group of audiences in a certain time
period. Along with this, many small businesses can also leverage digital media tools in order
penetrate their markets and also develop relationships with them in direct and personal manner
that helps in enhance brand image as well as awareness in a successful way to expand business.
However, adoption of social media channels help companies to communicate their offerings
therefore gaining more control on their customers (Akar and Topçu, 2011). This present research
is based on assessing the affect of social media channels on marketing and promotional activities
of an organisation. In order to accomplish research aims, certain objectives are decided which
aids in providing right direction to get better future outcomes. Apart from this, a literature review
will be conducted so as to determine various viewpoints of authors so as to get better information
on relevant topic. For competition of this research in an effective manner, several methods are
being used like- qualitative and quantitative research methods for gathering effective data or
information; then collected data will be analysed and provided necessary recommendations or
suggestion in business practices.
1.2 Background of the research
Companies without social media or blog campaign may minimize social identity as well
as awareness of consumers. It assists in organising effective marketing or advertising events,
basically the nature of marketing is dynamic, it is a commercial function which is highly liable
for raising sales and profitability of a company. The present assignment relies upon the impact of
social media channels on promotional and marketing activities of small business entities
(Constantinides and Zinck Stagno, 2011). Looking back into history of social media and internet
where social media has evolved quickly and allow users to know about over the world. Basically,
social media covers al digital media technologies, like – digital video, podcasting, blogging,
review-sites, social networking and mobile phone photography and so on. Now due to
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technological advent, many business associations are tend to use different networking sites, i.e.
Facebook, Twitter, Instagram, Youtube, E-mails, etc. to reach numerous consumers in a given
time period. Q5 is selected company for competition of this research project, Q5 help business
leaders to build better and effective corporations, it helps clients to create better future of
organisations, deliver significant benefit and make a sustainable difference. In addition, to this,
the firm was founded in 2009 when UK was facing worst financial crises; at this time, the firm
believed they could help all corporations in order to respond towards challenges. There are over
200 employees are currently working in Q5 and its offices are located in London, NewYork,
Hong Kong and so on. The firm uses several social media channels so as to increase its market
presence over in UK market and promote itself among clients (Godey and et. al., 2016).
1.3 Significance of the research
The research will be helpful for readers to determine that how social media sites help
small businesses to make effective marketing and promotional activities. In this present aura,
social media marketing has gained a lot of popularity in past decades; it supports corporate
entities to improve their brand image and market goodwill. Along with this, social media
networking services in marketing bring attentions of customers. In last couple of years various
social media networking sites are getting emerged to connect businesses. Social media is treated
an instrument of marketing and promotion by making brand awareness. Web based advertising
has a plenty of benefits in which the speed of getting to information is first and it is extremely
cost effective. Along with this, due to low cost it is easier for small businesses to reach various
suppliers and get a chance to conduct marketing campaigns in order to obtain high cutting in a
certain time period (Goh, Heng and Lin, 2013). The rationale of this investigation is the personal
interest of researcher to know more and more about social media marketing and briefly
understand that how it can affect business activities and operations. The study would be helpful
for people to recognise that what are the main social media platforms which supports to flourish
business activities and improve quality of products. If a Q5 use social media like – Facebook and
Twitter to expand its market visibility then it aids clients to know more about existing business
strategies of the company and what are its future plan. By using social media, management can
also know that what are necessary improvements to be made so as to function effectively and
gain high competitive edge at marketplace.
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1.4 Rationale of Research
The main rationale of this research is to enhance the knowledge about the social media
and it is helpful in increase the skills and capabilities of researcher. It will help researcher in the
future and carrier of the investigator.
1.5 Research aims
Research aims entails to describe the major topic on which the whole project relies upon.
The aim of this study is to investigate “The impact of social media channels in marketing and
promotional activities of the company. A case study on Q5”.
1.6 Research objectives
 To identify Advantages related with use of social media channels.
 To examine Impact of Social Media on Business Performance of Q5 company.
 To determine Role of social media on development of Q5 business.
 To recommend Various ways by which Q5 firm can increase its business activities at
large scale.
1.7 Research questions
 Q1. What are the main benefits of social media channels for a business association?
 Q2. What is the impact of social media on performance outcomes of Q5?
 Q3. What is the role of social media marketing on growth of Q5 company at
marketplace?
 Q4. Justify the ways through which Q5 can raise its business operations or functional
areas at large level.
1.8 Gantt chart
Gantt chart is an effective that is commonly used to manage project activities or tasks in
the best possible manner and helps researcher to assign a time frame for all project activities. It
supports him to complete all tasks on of before their given time period.
Activities/ weeks 1 2 3 4 5 6 7 8 9 10 11 12
Research proposal
Determining research aims
and objectives
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Prepare research questions
Literature review
Research methodology
Questionnaire
Data analysis
Conclusion
Recommendations
Final submission
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CHAPTER 2: LITERATURE REVIEW
It is scholarly paper which consists present knowledge involving substantive finding,
methodological and also theoretical contribution to specific research topic. It is two main kinds
of literature review articles and other being systematic review. Under this, data and information
is gathered with the help of secondary sources.
2.1 Advantages related with use of social media channels
From past years, social media has developed tremendously. From year 2006, growth rate
is more high. Social media has change way business communicate with consumers and also
people at large. In this modern era, there are large number of consumers connected with different
social media channels so it is easy for an organisation to interact with them in better manner.
There are some benefits related to social media channels use mention below as above:
Enhancing brand awareness: Social media has became most effective method to
improve the visibility of the business. It is opted by most of the new business, firstly the brand
needs to create there profile on social media, this involves interacting with more & more people.
Employee, sponsors & business partner of the company shares & like the page. This increases
the brand awareness among the people, develops network with individual to make them potential
customers.
Cost Effective: Marketing done through social media is cost effective part of
promotional strategies. Mostly creating profile on social site is free of cost which is much
affordable and less paid as compared to other form of advertisement. Saved money can be used
in the other form of marketing (Godey and et. al., 2016). This is the only form of marketing
which provides high rate of return in terms of investment.
Healthier customer satisfaction: According to He, Zha and Li, 2013, it has been stated
that Customer feels appreciated when they comments on the brands page and receives
personalised message instead of automated texts from the company. Being attentive to each
comment of the page reflects that the company values its customers and provide them best
experience.
Develops Brand recognition: Approx 3 billion of people are using internet on regular
basis, among them 74% of adults are using social media. Its important for the company to
develop brand awareness & make customer recognise it. Most of the adults are using social sites
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continuously at least once in a day and they go through the pages of promotional brands. Its
easier for the customer to buy the product of brand with which they are familiar.
Improves Sales: Social media has dramatical impact on sales of big brands. By
promoting products on Instagram, Facebook, LinkedIn and twitter, brand can increase the sales
effectiveness although it consumes time for perfect generation of revenue.
2.2 Impact of Social Media on Business Performance
Firms can develop its better brand image through social media. It is an effective tool and
also bring some innovative strategies that used through organisations. The social media develop
its positive impact on performance as well as growth of small business organisation. Social
media is gaining more popularity and also enhance continuous operations in most of the
organisations like for an instance small, large and start ups. On the basis of view point of
Hennig-Thurau and et. al., 2010 it has been stated that Business Process Performance is effective
with those organisations in which the transformation is available in inputs in to outputs (Goh,
Heng and Lin, 2013). Q5 organisation help the leaders of business in order to develop effective
businesses. It work with with consumers in order to help them for develop organisations of future
and provide them benefits to them in better manner. If this company will use better social media
tools to inform other people or business firms about its services then in this case large number of
business houses as well as people will be attracted towards it and its performance will be
enhanced in better manner.
The many people are available on different social media and they are connect with each
other in all over the world. So, on social media, organisation can communicate with the people
and also aware them out their services in an effective manner (He, Zha and Li, 2013). As
comparison with traditional media, efficiency and effectiveness of social media is more high and
it is helpful in promote several organisations to get better social platform. It is helpful in provide
more advantage to business of Q5 and through this performance will also be enhanced in better
manner. According to view point of Korda and Itani, 2013 it has been stated that More people
join the social media sites and also use them at continuous basis. With the help of using better
social media, firm can expand its business at large scale and also maximise its profit level
through give their better performance.
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2.3 Role of social media on development of Q5 business
Business firms have spend more money, resources and time to gain positive impact of
social media for generate more opportunities local and global level. On the basis of view point of
Hennig-Thurau and et. al., 2010, it has been stated that sustainable development of social media
has possible because of spread an awareness as well as high speed availability of internet in order
to reach at consumers. Social media provides effective opportunities for individuals in around
world to develop, disseminate, share, search data or information on wide area subjects ion order
to keep update about development of firms. In addition to this, social media plays a necessary
role in development of business as it enhanced brand value and also provides more recognition to
the business. With the help of using social media, Q5 firm is vale to showcase its services in an
effective manner. For any business organisation, it is necessary to create and develop their own
attractive website. It is helpful in expand business online and also reach to the social media
platforms. In order to maintain competitive edge, there are many social networking like
Facebook and Twitter are required (Hennig-Thurau and et. al., 2010). Role of social media in
business development given below as above:
Interact with target market- It is main advantage which social media provide to its
consumers. Through social media, firm can communicate with the consumers. According to Lee
and Kotler, 2011, it has been stated that going by Facebook as well as tweets updates posted
through consumer base provides insight in what they require. It is helpful for Q5 organisation to
develop better marketing strategies that help in address their demands.
Competition- If in case rivals are using social media tool already for engage or
marketing consumers, then it require to be assure through firm to keep with its digital mare ting
related strategies which are require to be executed.
Better marketing- At market place, there are many social media tools like for an
instance Twitter and LinkedIn and these all generate more interest between people which are
responsive to them as comparison to blatant marketing related approach. With the help of using
better social media tool, company can give attractive as well as creative marketing.
2.4 Various ways by which Q5 firm can increase its business activities at large scale
According to opinion of Noone, McGuire and Rohlfs, 2011, it has been stated that
Business firms can use different technologies as well as social media tools to expand its business
at large scale and enhance its productivity in an effective or better manner. It is a responsibility
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of manager to develop better or effective strategies for enhance business activities along with the
operations at large scale. It will be helpful in provide competitive advantages to business.
Different ways to increase business activities at large level given below as above:
Prioritise team- In addition to enhance business activities, it is necessary for manager to
give priority to its team or staff members so that their performance will be enhanced and they
will focus on perform task in an easy manner or with in given time period.
Attract people- It is necessary that company should provide better quality and attractive
products on the basis of needs and demands of consumers so that they they can purchase goods
of this firm. It will be helpful in enhance demands and needs of company in an effective manner
and provide competitive advantage to business.
Take reviews of consumers- After provide products and services to consumers, it is
required for an organisation to take feedback from consumers about usage of that products and
know about strengths and weakness. On the basis of given consumer reviews, company can
make some changes in its existing services and products accordingly. It will be helpful in
develop positive impact in end of consumers and they will be loyal towards firm.
Use better social media tool- IN order to expand business, it is necessary for Q5
organisation to select or adopt the better social media tool which help in enhance promotion or
marketing of business (Korda and Itani, 2013). There are many social media tools like for an
instance Facebook, Twitter, LinkedIn etc. It is helpful in aware people about services of firm and
generate more awareness of business.
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CHAPTER 3: RESEARCH METHODOLOGY
Research method is related with [different kinds of plan for main purpose of conduct an
investigation in better manner. It is necessary research part as it lays don methods which are
chosen to conduct an effective investigation in an effective or proper manner. It is related with
use of various kinds of tools by which an investigation can conduct in well proper or systematic
manner.
3.1 Type of Investigation
It can be varied and it is a responsibility of an investigator is to chose kind of
investigation depends on judgement (Rapp and et. al., 2013). In addition to this, there are two
different kinds of investigation quantitative and qualitative. Qualitative investigation relies on
data quality and also therefore it depends on data obtained as well as gathered. This present
investigation is based on qualitative investigation because under this an investigator consider the
various facts and figures in order to develop better conclusion in systematic or proper manner.
3.2 Research design
Generally, research design is a type of framework which would be explain overall pattern
for conduct an investigation in systematic manner. It includes developing objectives, gather
relevant data or information, selecting different research analysis methods, time, cost, various
actions and responsibilities and many others. There are three different kinds of research design
Exploratory research, experimental or casual Descriptive research design.
It is related with defining issues and its different better solutions. It can be consider as
particular and also purposive study. In this current era, it is most usable investigation and related
with assessing information in proper manner (Schultz and Peltier, 2013). In order to conduct this
research, an investigator uses descriptive research design and it is based on the qualitative
investigation.
3.3 Research Philosophy
It is termed as the different category of conditions, nature & rising of knowledge. This believes
in a way through which data can be analysed in effective mode. Further research philosophy is
categorised in two parts positivism & interpritivism. As per new trend of research interpritivism
is used in this research. This method of research is quality oriented which emphasis on the
availability of quality in the provided data. This is based on nature of human being and different
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