Examining Social Media's Impact on Advertising: M&S Retail Case

This report, focusing on Marks & Spencer, investigates the profound influence of social media on advertising within the retail sector. It begins with an introduction outlining the research aim, rationale, questions, and objectives, emphasizing the significance of social media in modern business. The literature review explores the concept of social media, its advantages and disadvantages, and its impact on advertising activities, drawing on various academic sources. The methodology section details the research philosophy (positivism), approach (deductive), and methods (qualitative using surveys), along with data collection methods (primary and secondary) and ethical considerations. The report aims to analyze the effect of social media on the advertising activities in retail industry. The report concludes with a discussion of the findings, offering recommendations and implications for further research in this evolving field. The study uses a case study on M&S to show the impact of social media on advertising.

Research Project (PART B)

Table of Contents
Research Title - “To examine the influence of social media on advertising activities within retail
industry: A case study on Marks & Spencer”..................................................................................1
Chapter One: Introduction...............................................................................................................1
1.1 Research Aim and Rationale............................................................................................1
Aim....................................................................................................................................1
Rationale............................................................................................................................2
1.2 Research Questions..........................................................................................................2
1.3 Research Objectives.........................................................................................................2
1.4 Significance of the Research............................................................................................2
Chapter Two: Literature Review--700.............................................................................................3
2.1 Introduction of Literature Review....................................................................................3
2.2 Main Body........................................................................................................................3
2.3 Conclusion of Literature Review......................................................................................4
Chapter Three: Methodology--300..................................................................................................5
3.1 Research Philosophy........................................................................................................5
3.2 Research Approach...........................................................................................................5
3.4 Research Methodology.....................................................................................................5
3.5 Research Instrument/Tools...............................................................................................6
3.6 Sampling...........................................................................................................................6
3.6.1 Identifying Population..............................................................................................6
3.6.2 Sampling Strategy.....................................................................................................6
3.7 Ethical Implications..........................................................................................................6
3.8 Timescale..........................................................................................................................7
Chapter Four: Findings (Data Analysis and Presentation)..............................................................7
Chapter Five: Discussion (Data Interpretation).............................................................................10

Chapter Six: Conclusion, Recommendations and Implications for Further Research--300..........19
References......................................................................................................................................20

Research Title - “To examine the influence of social media on advertising
activities within retail industry: A case study on Marks & Spencer”
Chapter One: Introduction
Digital technology basically changed the whole scenario of operating business at
domestic and international market. If it is talked about past three decades, it can be said that
digital technology dramatically changed traditional business models and transformed business
activities (Brettel and et. al., 2015). Along with this, technology has provided businesses with a
wealth of choice and opportunity which has helped companies in making existing products and
services much more fruitful that could help in enhancing profit margins. In present time, social
media has been considered as one of a crucial approach which helps business organisation in
promoting products and services within retail industry. A range of promotional activities like
communication, marketing, promotion, operation and more helps in enhancing profit margins in
specified time frame. In present investigation, researcher has chosen the topic related to social
media where he will look into the influence of social media on advertising activities within retail
industry.
Firm which has been chosen in present case i.e. Marks and Spencer which was found in
the year of 1884 and it was opened by Michael Marks and Thomas Spencer the first store in
Leeds. Organisation has faced issues related to its existing products and services because they
came onto a position of no loss, no gain. This made them think over the marketing department in
order to build up a whole new strategy through which they can promote products and services at
wider area for a longer period of time (Cao and Li, 2015). Through this, there sales could directly
be enhanced in specified time frame and for this company has chosen social media as the tool to
promote products and services at international level.
1.1 Research Aim and Rationale
Aim
Aim of present investigation is “To examine the influence of social media on advertising
activities within retail industry: A case study on Marks & Spencer”.
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Rationale
Basic reason behind choosing this topic for investigation is that, social media have been
one of a crucial business subject which is needed to be studied in specified time frame. In present
time, social media is basically consist with a range of factors, which could be considered as areas
that are untouched. On the other hand, another vital reason for selecting the social media is that
from last few years this marketing approach has build curiosity among business organisations as
it is cheap and helps in collecting interest of investigator (Duffy, 2016). Researcher desires to
conduct deep study for gather information and deep knowledge regarding the social media and
its significance upon the marketing and advertisement activities. Research worker required
acknowledging the knowledge that how social media influence advertisement activities and how
it will helpful to Marks and Spencer in promoting product and services. In order to understand
this concept of social media and its impact on advertisement, researcher has selected the present
topic.
1.2 Research Questions
 What is the concept of social media and why it is important for business organisation ?
 What are the advantage and disadvantage of social media ?
 To assess the effect of social media on the advertising activities in retail industry
1.3 Research Objectives
 To understand the concept of social media
 To analyse the advantage and disadvantage of social media
 To assess the effect of social media on the advertising activities in retail industry
1.4 Significance of the Research
Over the years, social media tools like Facebook, Instagram and more has helped
business organisations in reaching to an all new level. This took place because public interest is
more going towards social media as it helps them in connecting with the people even when they
are away from them. This has been considered as one of a crucial advantage which has been
grabbed by companies like Marks and Spencer to reach to an all new level where they can target
customers with different range of products and services that they have produced in order to fulfil
requirements.
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Chapter Two: Literature Review--700
2.1 Introduction of Literature Review
Literature review refers to scholar paper that involves present knowledge and findings on
the particular topic. In this, investigator collects information from the point of view of different
authors. With reference to present study, investigator have presented knowledge on social media
and its related topic perspective of different authors. This will contribute in identifying valuable
outcome for this study.
2.2 Main Body
Concept of social media
According to the thoughts presented by Dollarhide, M., (2019), It can be said that Social
media is computer oriented technology which allow users to share their views, thoughts, ideas
and information with their belonging ones and general public that comes in community. It also
helps individual in becoming social with community and also allows them to get quick access
towards them with internet based electronic support. Social network sites can be used by
individuals through many mediums like mobile phone, smartphones, tablets, laptop, computer,
web application and many other forms.
Along with this, the same author have also stated that at the initial time the concept of
social media was only limited to the medium through which families and friends can interact
with each other in interesting manner (Grewal and et. al., 2016). But later on with the changing,
the same concept have been transferred towards businesses as it will help them out in
communicating with their customers in better manner. In addition to this, it will support business
persons in promoting their products and services through social media effectively so that they
can build up customer base in ease. It will also influence interest of customers and persuade them
to buy same product and service which are offered by the company. It has been seen that at
global scale total users of social media are around 3 billion which seems to look as the big
opportunity for business organisation as they are able to approach this much number of people
through single platform.
Advantage and disadvantage of social media
As per the point of view of author named as Ahmad, B., (2016), it has been analysed that
social media is growing day by day rapidly, this is because technology is also growing at fastest
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speed. This growth ultimately influences society as well as business organisation in both the
positive as well as negative manner. The positive influences of social media is seen as the
advantage for businesses as it helps company in connecting to targeted customers in easy way.
Along with this, it also works as promotional tool for company through which company can
easily aware its customers about new product or any up gradation in right manner. Another
advantage of social media, is that it improves reputation of company in front of customers as
they are getting knowledge of each and every initiative of company (Kim and Lee, 2015). As a
result, it can be said that this initiative of company towards usage of social media is beneficial
for companies growth. Apart from this, the author have also represented that negative influence
of social media on businesses includes security issues, chances of negative reaction of customers
over single product. This might impact negatively over other customers too. Along with this,
there are probable chances that competitors might put negative comments over posts of company
that will influences their brand image in negative manner.
Effect of social media on the advertising activities in retail industry
On the basis of perception given by Ainin, (2015) it has been analysed that after entrance
of social media other advertising activities of retail industry were affected negatively. This is
because, before usage of social media, retail industry was completely relying on other
advertising activities like print media (Newspaper advertisements, magazines, leaflets, Posters
etc.), radio, campaigns etc. But after initiation of social media, retail industry have adopted social
media as its core advertisement and also reduced their spending and adoption of other
advertisement. The main reason behind choosing tool was that it is the only affordable platform
which allows companies belong to retail industry to connect maximum number of customers.
This positive influence of retail industry towards social media have reduced work and demand of
other advertisement activities as they are less effective and expensive advertisement whose
results are also effective in comparative to social media.
2.3 Conclusion of Literature Review
On the basis of above specified Literature review section, it can be said that social media
is considered as modern marketing tool that helps businesses in connecting with the customers in
positive manner. The section have included information on the topic with different authors in
order to obtain valuable outcome. After completion of this section, the next will brief discuss of
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various methodologies which are carried by researcher for completing this research in effective
manner.
Chapter Three: Methodology--300
When it comes to conduct an investigation, researcher basically needs to consider the
research methods which may aid them in reaching to an all new level. Away with this, in order to
conduct the investigation it can be said that social media is one of a crucial tool which helps in
delivering the information in specified time frame (Kumar, 2019). Along with this, without
considering the investigation, it can be said that researcher is going to perform the examination
which basically going to show the influence of social media on advertising activities within retail
industry. Basically, issue which researcher is going to present within the report, it can easily be
said that fundamental target will specifically show the results which will aid in communicating
the investigation right on time.
3.1 Research Philosophy
Basically, research philosophy helps in identifying and addressing the issue which has
been selected by the investigator and this could be applied considering a range of theories,
concepts and framework (Fletcher, 2017). In present investigation, specifically going to perform
positivism research philosophy which will aid in pulling out favourable outcome in specified
time frame.
3.2 Research Approach
While performing a range of investigation, it can be said that researcher specifically
focusing on objectives. In present context, researcher could effectively consider to different
approaches and these are deductive and inductive (Mackey and Gass, 2015). Scholar in present
research report, deductive is being utilised in order to examine the impact of social media on the
advertising activities within retail industry.
3.4 Research Methodology
It is being found that basically there are two different methods are used by researcher
based on the topic and these are qualitative and quantitative. In present report, researcher is
going to use qualitative research technique under which information will gather from survey
method. It is a primarily exploratory research.
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3.5 Research Instrument/Tools
Data collection provides the information to researcher regarding the subject. There are
main two kinds of data collection that is primary and secondary. For analyse the impact of social
media on the adverting, researcher will use both primary and secondary data collection. In the
primary data collection, survey will conduct and secondary data will use in Literature review
part.
3.6 Sampling
Another crucial factor which will aid in pulling out favourable outcomes for the
developed topic in specified time frame (Taylor, Bogdan and DeVault, 2015). It could be
considered as one of the most vital method in the research methodology through which some
group of people select from entire population. Sampling is basically done to find out better
research outcomes with less number of people. It also help investigator in collecting
information from few number of respondents.
3.6.1 Identifying Population
In the current study, investigator have chosen all the relative stakeholders as its targeted
populations in order to choose appropriate number of sample size among them.
3.6.2 Sampling Strategy
Sampling strategy refers to methods and tactics which are used by investigator to for
choosing right and valuable sample. These strategies are mainly of two types that is probability
strategy and non probability strategy. Both of these are further classified into various sub section.
Probability strategy is classified into four parts that is simple random sampling, stratified random
sampling, systematic sampling and cluster sampling (Alvesson and Sköldberg, 2017). Whereas,
non-probability sampling strategy includes Quota Sampling and Convenience sampling. In
current study, Researcher will apply random sampling method under which 25 respondents are
going to get selected. These number of people will going to be selected from the chosen
population.
3.7 Ethical Implications
Every research includes numerous of ethical issues that occurs during conduction of
research. With reference to present study, It can be said that major ethics which are required to
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be followed by investigator include using of respondents data for research purpose only (Quinlan
and et. al., 2019). Along with this, it is required by investigator to use keep all the details
confidential for making this research private.
3.8 Timescale
Chapter Four: Findings (Data Analysis and Presentation)
Data analysis refers to process of inspecting, cleansing and also transforming the data
with an aim of searching the useful information and supporting the decision making. It is a
procedure of evaluating the data by using logical and analytical reasoning for analyse every
component of provided data.
Questionnaire
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Q1) Are you aware of the social media ? Frequency
Yes 23
No 2
Q2) Do you think, if social media would help business organisation in
enhancing the sales ?
Frequency
Yes 20
No 5
Q3) As per your point of you, what major importance of social media tools
in increasing growth of Marks and Spencer ?
Frequency
Boosting brand awareness 10
Maximise Inbound Traffic 7
Effective Customer Relationships 5
Team Collaboration 3
Q4) What could be considered as major advantages which could be gained
by social media tools or technologies ?
Frequency
Reduction in Price 10
Customers satisfaction 5
Saving time 5
Quick Response 5
Q5) Based on your thinking, which social media tool needed to be used by
Marks and Spencer to enhance there sales and profit margins ?
Frequency
Facebook 5
Twitter 10
Instagram 5
LinkedIn 5
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Q6) What could be considered as major challenges faced by business
organisations like Marks and Spencer while launching a new product at
international market ?
Frequency
Uncertainties among business environment 10
Change in trends 8
Shifting in customer's taste 7
Q7) Does social media is effective in influencing the decision making of
customers in regards to the offered products and services of Marks and
Spencer?
Frequency
Yes 20
No 5
Q8) What are the essential technologies used by Marks and Spencer in
order to retain loyal customers for long run of business activities?
Frequency
Low prices products 8
Discount offers 8
Free Vouchers 5
After Sales services 4
Q9) What is the impact of social media technology on marketing activities
of an organisation?
Frequency
a) Interact with consumers 15
b) Target new market 5
c) Better customer service 5
Q10) Do you have suggestions for digital technology ?
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