Identifying Social Media's Impact on Marketing: Zara Analysis

This research project investigates the impact of social media on marketing, using Zara as a case study. The introduction provides an overview of social media's influence on business communication and customer relations, highlighting its role in promotional strategies. The project aims to identify how social media enhances sales, supported by a literature review exploring social media concepts and its effects on Zara's marketing transactions. The methodology section outlines the research philosophy, approach, methods, and instruments used, including the selection of 30 respondents for data collection. The research employs a qualitative methodology and a deductive approach. The project examines the significance of social media in boosting sales, analyzing customer needs, and developing effective marketing strategies. The literature review examines the construct of social media and its impact on Zara's marketing, highlighting the growth of societal signals, brand promotion, and customer identification. The project will determine the effectiveness of social media strategies for increasing business sales.

RESEARCH
PROJECT (B)

TITLE:
“To identify the impact of social media on marketing”.
CHAPTER 1: INTRODUCTION
1.1 Overview of research
Social media is the tool that helps to organisation in better communication by
interacting with buyers. Due to the effect of social media, the relation between goods and buyers
have transformed much. In current time period, an organisation create strategies in order to
analyse and understand the target customer's needs and demand. Social media has mainly
effect on the concern transaction and its purpose (Alalwan, 2017). There are various promotional
channels through which respective organisation can easily attract customers such as TV, radio,
Facebook, twitter, Instagram and many more. The report is supported on ZARA that is an
Spanish based fashion group in Artexio in Galicia. It is the global sizeable wearing apparel
retailer company. The first-hand goal of that assignment is to examine the aims and objectives
for research. Literature review assist in examine various writer and scholarly person views or
opinions regarding specific topic.
1.2 Background of organisation.
The report is based on the Zara which is an fast retail fashion retailers situated in
Artexio in Galicia. The organisation was based and constituted in 1975 by Amancio Ortega and
Rosalia Mera. It is the major trade name of the Inditex group. It is the worldwide big dress
merchant organisation. This fashion unit also own brands that includes Pull & Bear, Bershka,
Oysho and Zara Home.
1.3 Research aim
Aim of the project - “To identify the impact of social media on marketing in order to enhance
sale of business”. A study on Zara.
1.4 Research Objectives
Objectives -
 To understand the concept of social media.
 To analyse the influence of social media on the marketing operations of Zara.
 To determine the effectiveness of social media strategy for enhancing business sales.
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1.5 Research Questions
Questions -
 What is the concept of social media ?
 How to analyse the influence of social media on the marketing operations of Zara ?
 Determine the effectiveness of social media for enhancing business sales ?
1.6 Significance of research
The significance of study is to analyse major consequence of social media on
merchandising. This will helpful in boosting various kind of commodity and services among
customers and fulfil their needs or wants in better manner (Felix, Rauschnabel and Hinsch,
2017). Along with this, it is used for analysing and examining their desired customers
requirements as per this they are develop goods.
CHAPTER 2: LITERATURE REVIEW
2.1 Construct of social media
As per the point of view of Maya Dollarhide, 2019, Social media is a network or level
through which people can communicate their thoughts, ideas, information through their virtual
relationship. This type of communication is done with electronic mode therefore the requirement
of internet is must to establish this communication. There are a lot of content which can be
transferred to the social media platform such as photos, videos, blogs, papers, documents etc.
People use social media as a vast instrument in these days, therefore there are many
organizations also which uses this platform for the advertisement. This platform is cheaper, fast
and accurate to reach to the targeted customers easily. Social media is considered as a kind of
interactive media through which users can communicate with one another by photos, posts,
videos as well as content. YouTube, forums, message boards and blogs etc all these are types of
social media. It is the content that individuals create as well as share together (Ashley and Tuten,
2015). This is also known as the online communication channel and it facilitates a platform to
person to interact with each other.
The traditional methods of advertisement are very slow in front of social media platform.
Globally, there are more than 3 billion users of social media which will increase in the upcoming
years as the technology will boost. People uses this platform to stay communicated with their
friends, family and other relatives. There are many optimistic and pessimistic sides of social
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media also. The positive thoughts is its utilize-rs can stay connected with their personals and the
organizations and also governments uses this platform for their advertisements. The negative
thought of social media is that the intruders uses this platform to breach the personal data of
users. Apart from that, many of the users uses this platform to make the mob aggressive so as to
fulfill their personal needs. This will enable the negative thoughts against the humanity such as
terrorism etc.
2.2 Effect of social media on the marketing transaction of Zara
As per point of view of Sunny Popali, there are various effect of social media on the
merchandising operations of organisation. In proceeding of Zara, following is the impact of
social media on the marketing workings of them.
Growth of societal signals: Social media enhances the name and fame of a company in
the market place. This will allow Zara to keep on running with the needs and demands of
customers. Apart from that, as much the people like the post and brand name of Zara, more the
chances of increasing the web page rising up in the search engine (Godey, 2016). This rising in
the web plage search engine help the industry to keep in touch with more customer and
increasing their base.
Promoting company brand and consciousness: Social media users always help the
organization like Zara to increase the fan following on the platform by liking and sharing the
post, videos and information about the company. This will help the industry to increase their
customer base among its rivals. Apart from that, this also allow the company to create awareness
about the product which will allow them to increase their customer also.
Easy to identify the targetted customers: The users of social media share their personal
information such as sex, likings, disliking, perception, living standard etc. on social media. This
personal data help the industries to identify their target customers easily. Therefore, the
organizations are able to know about the necessarily and request of their targetted buyers easily
and thus helped in increasing customer base.
2.3 Effectuality of social media scheme for heighten concern income.
According to view of Jones, Borgman and Ulusoy (2015) Social media is broadly refer as
internet site which permit users in order to develop and make, comment, share and differently
exchange information and ideas from one person to another. Social media marketing play an
essential function in heighten sales but it lack in understanding on how to reaching with such
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results or outcomes. It helps to gain attention of number of customers in the sizeable market
place. Social media has became one of the effective tool which can be used by brands in order to
match with their targeted customised base. This can be analysed by there are around 88% of the
people on social media follow brands which they want to associated with. They need to stay
updated with latest offerings of the products and in return want effective support for their
grievances. This makes social media presence critical for al businesses, small, local, international
in every industry. It will assist in increase aid of amount of customised in order to range with
wanted customers (Kim, Lim and Brymer, 2015). Social media marketing can be highly fruitful
if businesses does not forget that no social media channel is a broadcast platform, it is a
conversation medium. However, there are some brands which are taken in this social media
interaction and communication. Social media usage mobile telephone applications, continues to
spread out without boundary of age, sex and ethnicity.
Social media is an effective method which assist organisation in limit with desirable
objectives in amended way. That helps in using appropriate methods in order to increasing
concern development and attainment level. In addition to, social media is that strategy which
assist them in achieving possible customised that is consenting to purchase such kind of products
and services.
CHAPTER 3: RESEARCH METHODOLOGY
It is the procedure that can be utilised for collecting and gathering correct data with
information that has main aim is to develop and formulate enterprise decision. There are various
method of conducting investigation such as surveys, interview, questionnaire and various
investigation technique which are exist and historical information and data in effective manner
(Minazzi, 2015). It is the technological method which can be adopted in investigation and it is
mainly based on abilities of others to duplicate this research.
3.1 Research Philosophy
It is the value and feeling about the manner through which data has been gathered and
collected in better manner. There are two kind of investigation approach which consider
interpretivism and positivism. In this, interpretivism involves investigator required to interpret
the elements of this study, thus it is mainly combine human interest into the report. On the other
hand, positivism is the philosophical theory which stating the knowledge that is supported on
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natural phenomena and their properties and dealings (Kumar and et. al., 2016). In this report,
positivism is used in order to interpret main data and information in effective manner.
3.2 Research Approach
It is the procedure which mainly belong with phase in advanced prediction and
assumptions in detailed manner in order to collecting accurate data and collection, interpretation
and analysis. Along with this, there are different methods of research approach such as inductive
and deductive (Ngai, 2015). In the existing study, deductive approach applied to collecting and
assembling correct facts with figures for completing particular report.
3.3 Research Methods
It is refer as that tool and method that should be utilised to do research in improved way.
There are two method of conducting research such as qualitative and quantitative that enables
investigator in order to gathering and assemble facts. In this, qualitative research methodology is
utilised for assembling and collecting only descriptive information that help in gaining
appropriate content for developing investigation. quantitative method is applied to collect and
selecting numerical and statistical facts which are used while formulating an investigation. The
present report is based on qualitative methodology of investigation that should be utilised for
completing research report.
3.4 Research Methodology
In this section, it is an effective procedure that assist in gathering and collecting facts and
figures which main aim is to develop appropriate decisions (Alalwan, 2016). The methodology
includes surveys, questionnaire, examination, research paper, publication research and it will
involves both existing and real information.
3.5 Research Instrument
That is the methodology used for aggregation and gathering correct information for
specific study of an investigation. There are various tools and instrument that assist in gaining
views of respondents such as interviews, surveys, questionnaire forms and interview guides that
are mainly considered as research tools and methods. In this an investigation tools are used by
researchers and searchers which help in assessment instrument and it includes informal
observations, surveys and many more.
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3.6 Sampling
It is the procedure that can be applied in applied math investigation in which planned
amount of discover which are taken from huge grouping. In this, method is utilised to take
example from a bigger group which are rely upon kinds of investigation sampling (Lam, Yeung
and Cheng, 2016). That is the process for selecting sample members from huge population. In
that, majorly three kind of sampling methodology such as simple random sampling, cluster
sampling and stratified sampling. In that research project, they are select 30 respondents who are
given their views and opinion regarding specific research topic. While choosing sampling,
respective firm director can easily select different methods such as simple random sampling,
random sampling and many more.
3.7 Identifying Population and Research Site
A research site define as the single organisation which is mainly responsible for
conducting the research along with respondents at particular location. An investigator are select
such place or position where they can easy to doings investigation with the help of respondents
regarding specific topic. In addition to this, investigation land site mention as such place in
which investigator required to conduct inquiry and analyse the topic in proper manner. There are
various kind of investigation sites such as organisation, hospitals, corporations and field
investigation. It is required to a investigator is to usage different factors by that organisation
easily perform activity in order to reaching with wanted objectives and targets.
3.8 Sampling Strategy
That is process that should be utilised by investigator for identifying with recognising
brief summary of topic in impressive way. In that, an investigator are able for find out straight
outcome as per their needs and demand of the research (Momany and Alshboul, 2016). There
are four types of sampling strategies through which a company can gather and collect correct
facts and figures such as cluster, multistage simple random sampling, and systematic random
sampling. It is essential for company is to avail or select straight sampling plan of action by that
organisation can identify appropriate strategy which are relevant as per the research.
3.9 Ethical Implications
In this section, it will show an necessary function in move out major action and role that
can help in gaining attention of desirable customised. At the time of management investigation,
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there are various issues and difficulty which are featured by researcher in order to execute their
concern purpose and action. In this, main issue occur such as cost and time in this research
report. Researcher are mainly responsible for securing and safely all private data and information
that are accompanying to responsive or participants in better way (Schivinski and Dabrowski,
2015). If investigator does not precede philosophy thinking so there are certain risks and
concerns develop which are associated with legal practices that includes fine or punishment.
CHAPTER 4: FINDINGS (DATA ANALYSIS)
QUESTIONNAIRE
Q.1. Are you aware about the concept of social media ?
 Yes
 No
Q.2. What is the importance of social media for an organisation ?
 Building relationship
 Communicating with potential customers
 Increasing brand visibility
Q.3. Do you think social media help company in promoting variety of products and services ?
 Agree
 Disagree
Q.4. What is the role of social media on the marketing operations of Zara ?
 Easily gain attention of customers
 Spread product details
Q.5. Does social media assist in enhancing business sales and profitability level ?
 Yes
 No
Q.6. What is the impact of social media on marketing in increasing income and revenue ?
 Better customer service
 Make connectivity
 Cost efficient
Q.7. What are the issues arise while implementing social media within an organisation ?
 Develop appropriate strategy
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 Contact with authentic customers
 Security issues
Q.8. Does social media help Zara in providing correct details and information about their
products ?
 Agree
 Disagree
Q.9. What is the main advantage of social media for an organisation ?
 Promote products and services
 Develop strong relationship
Q.10. Do you have any suggestion regarding impact of social media on marketing in order to
enhance sale of business.
CHAPTER 5: DISCUSSION (DATA INTERPRETATION)
Theme 1: Conception of social media
Q.1. Are you aware about the concept of social
media ?
Frequency
 Yes 25
 No 5
8
25
5
Yes
No

Interpretation: It should be examined that social media is an effectual operation that assist
organisation in communicating with interacting with desired buyer. In that approximately 25
communicator who are accept on this evidence in which thy are aware about the conception of
social media in improved way. Part of the 5 communicator are said no for this circumstance in
that are not know about the thought of social media.
Theme 2: Importance of social media for an firm
Q.2. What is the value of social media for an
organisation ?
Frequency
 Building relationship 10
 Communicating with potential
customers
15
 Increasing brand visibility 5
Interpretation: it can be examined that social media is an essential method which aid them in
reach with national as well as global customers. There are around 10 responsive who are agree
on that social media is most important method which is used by Zara in order to build strong
relationship. Rest of the 15 respondents are said social media is accommodating in
communication with customised who are consenting to buy goods. the 5 respondents are agree
on that it will help in accelerative brand profile in the market.
Theme 3: Social media enables to company in promoting variety of products and services
9
10
15
5
Building relationship
Communicating with potential
customers
Increasing brand visibility