Social Media Marketing Impact on Consumers: Starbucks Singapore

This project proposal examines the impact of Starbucks' social media marketing strategies on consumers in Singapore. The research investigates how social media influences consumer behavior, brand awareness, and purchase intentions. The study employs a descriptive research design, utilizing a deductive approach to analyze existing theories and data collected through a survey questionnaire administered to approximately 100 consumers in Singapore. The project aims to identify the factors in social media marketing that lead to the highest consumer response and enhance brand awareness, focusing on Starbucks' use of platforms like Facebook, YouTube, Twitter, Pinterest, Tumblr, and Instagram. The project is structured to include literature review, data collection, analysis, and findings, with a timescale spanning from topic selection to final paper submission. The research seeks to understand how Starbucks can sustain and expand its market presence through effective digital marketing, given the increasing importance of social media in consumers' information-seeking behavior.

Running head: MARKETING
Title: Impact of Social Media Marketing on Consumers of Singapore: Case Study of
Starbucks
Name of the Student:
Email:
Course:
Mobile No:
Name of the University:
Author Note:

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Abstract:
Various researchers have tried to discover the useful stages of social media marketing for
drawing consumer attention. Upgraded technology and increased use of the internet technology
has brought about a change in the behavior of consumers and the ways in which they sought
information. The objective of this research lies in analyzing the impact that social media
marketing of Starbucks has on the consumers of Singapore. The research thus provides an insight
into the background of the research, research design and the methods of data collection.

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Table of Contents
Proposed Title:.................................................................................................................................3
Background:.....................................................................................................................................3
Research Questions and Objective:.................................................................................................4
Research Questions:.....................................................................................................................4
Research Objectives:....................................................................................................................4
Method:............................................................................................................................................5
Research Design:..........................................................................................................................5
Data Collection:...........................................................................................................................6
Timescale:........................................................................................................................................7
References:......................................................................................................................................8

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Proposed Title:
Social Media marketing is believed to create an impact on the consumers. This is
evaluated through a case study of Starbucks that has recently resorted to social media marketing
for its customers. The research is focused on the consumers of Singapore, the impact created, the
ways adopted to gaining their trust that finally led to further expansion.
Background:
It has been assumed that Starbucks might have maintained a lead amongst its chained
coffee stores in Singapore since poor performance would lead to closure of the stores. Now, the
question lies in what Starbucks must do to have a sustainable and healthy expansion in
Singapore.
Marketing via digital medium provides increased level of satisfaction to customers since
they are able to ask questions as well as provide suggestions in relation to the service. Digital
marketing allows a more convenient medium of communication since it allows communication
through chat, email and website. In order to grow and expand the business on a global scale,
digital marketing has been considered the fastest means for development since it mostly makes
use of digital tools for making marketing easier. It helps in reaching a huge customer based
across the world in matter of few minutes. According to Aswathy and Nair (2020), a digital
market allows a customer to place his eyes on information shared by a firm in relation to
products thereby ensuring transparency. On a similar note Kannan (2017) has also noted that
technology has grown to become a part of lives of trillions of people across the world. Social
media has thus become a vital part in growth of the internet usage as the total number of youths
spending time on the social media has doubled compared to last few decades. In other words,

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people have become increasingly attracted to the social media and internet. Nowadays,
consumers are increasingly using the internet to search for information put across by
organization for making a comparison. Therefore, it is vital for marketers to have an
understanding of consumer behavior in the digital market and make a shift towards the digital
channels of marketing.
In recent years, Starbucks has been expressed its intentions towards adopting online and
computerized networking for social media marketing. With internet and social media gaining
prominence, Starbucks has been found to astoundingly express its nearness to social media for
undertaking social media marketing through Facebook, You Tube, Twitter, Pinterest, Tumblr
and Instagram (Taecharungroj 2017). On social media platform like Twitter particularly,
Starbucks had been found to collect huge supporters. Starbucks took to posting updates and
tweets that has helped them to earn undeniable applause since the medium chosen had been
open, dynamic and reliable. Twitter serves as intelligent social media platform that allows the
clients to not only micro blog, know about the latest updates and also put across shorter
proclamations. This social media platform is not only free but is ongoing, open, adaptable and
straightforward. The research will thus help in understanding the impact Starbucks will create
amongst consumer of Singapore through adoption of social media marketing.
Research Questions and Objective:
Research Questions:
 What impact will social media marketing of Starbucks have on consumers of Singapore?
 Will social media marketing result in a change of customer intentions about the brand?
 Will social media marketing allow customers to try out new menu at their outlets?

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 Will social media marketing enhance the consumer footfall at Starbucks Singapore
outlets?
Research Objectives:
The research objectives are:
 To identify how the concept of social media marketing impacts the customers
 To identify the factors in social media marketing that leads to highest consumer response
 To identify how social media marketing results in enhanced brand awareness amongst
customers
Method:
Research Design:
Research design enables the researcher to guide the study towards achievement of
particular goals that remains rooted in the research objectives (Tesch 2013). There are three
types of research design which includes explanatory, descriptive and an exploratory research
design. The explanatory research design provides a description of the relationship between the
cause and effect by forecasting the probable outcomes of the present process (Tetnowski 2015).
Descriptive research design helps in exploring and defining the issues and problems confronted I
research study. The exploratory research design aids in the identification of the reasons against
issues of the research. It mainly focus on the insight of the research issues which helps in
confronting problems surrounding research (Nassaji 2015). This research will follow a
descriptive research design that will enable researcher with an opportunity of understanding and
widening the knowledge.

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It has been found that researchers either applies a deductive or an inductive approach to
start their research. A deductive approach aims at analyzing the existing models and theories
with respect to data by examining a gathered set of data (Ormston et al. 2014). Inductive
approach however allows researchers in framing new models and theories after citing the
research outcomes (Khan 2014). This particular research study will follow a deductive approach
as it helped in deriving an accurate results through data.
Collection of appropriate data depended on the characters of study and the targeted
results that required to be accomplished. The data might be categorized either into primary or
secondary data. Primary data seems to be more reliable as they are collected through via human
response. Secondary data mostly includes information derived from the secondary sources like
books, journals and websites. The collected data can however be classified into qualitative and
quantitative methods of research.
The qualitative research follows inductive approach and provides flexibility where the
gathered data is able to explain a small portion of respondents. The method generally concentrate
on subjective analysis of data and helps researchers to develop perceptions, feelings, ideas and
emotions with respect to the topic (Silverman 2016). The method generally include in depth
interview, group discussion, representation of focus group as means of data collection. If
properly utilized, the data provides researcher with a richer and deeper insight. The quantitative
research on the other hand follow deductive approach and put forward fixated results as it
examines relationship amongst the variables while answering the research questions. It primarily
focus on statistical analysis for putting across observations. This research method is increasingly
structured and give out scientific based predictable results. Here the research will undertake a
quantitative approach to get accurate and measured results.

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Data Collection:
The collection of data will take place with the help of survey questionnaire gathered from
close to 100 consumers across Singapore. The questionnaire will comprise of questions related to
social media marketing of Starbucks which is then distributed via the internet.

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Timescale:
Activities
Undertaken
1st to 3 rd
Week
4th to 10th
Week
11th to 13
Week
14th to 17th
Week
18th to 21st
Week
22nd to 23rd
Week
24th
Week
Topic chosen 
Layout Creation 
Review of
Literature
  
Interpretation
and Analysis of
Data
  
Findings  
Conclusion 
Draft Formation  
Final Paper
Submission


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References:
Aswathy, R.V. and Nair, V.R., 2020. A study on digital marketing and its impact. Our
Heritage, 68(30), pp.7557-7561.
Chua, A.Y. and Banerjee, S., 2013. Customer knowledge management via social media: the case
of Starbucks. Journal of Knowledge Management.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Khan, S. N. 2014. Qualitative research method: Grounded theory. International Journal of
Business and Management, 9(11), pp. 224-233.
Nassaji, H. 2015. Qualitative and descriptive research: Data type versus data analysis.
Ormston, R., Spencer, L., Barnard, M. and Snape, D. 2014. The foundations of qualitative
research. Qualitative research practice: A guide for social science students and researchers, 2,
52-55.
Silverman, D. (Ed.). 2016. Qualitative research. Sage
Taecharungroj, V., 2017. Starbucks’ marketing communications strategy on Twitter. Journal of
Marketing Communications, 23(6), pp.552-571.
Tesch, R., 2013. Qualitative research: Analysis types and software. Routledge.
Tetnowski, J. 2015. Qualitative case study research design. Perspectives on Fluency and Fluency
Disorders, 25(1), pp. 39-45.

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