Social Media Marketing Strategy: Research Proposal Report

This research proposal examines the impact of social media marketing strategies on business management and consumer behavior. The study investigates how social media influences consumer minds, purchase behavior, and brand image. The research questions address the ways social media strategies affect business management, consumer behavior, and cost-effectiveness. The methodology includes a descriptive research design, a positivism philosophy, and a deductive approach. Data collection methods involve surveys with 50 consumers and focus groups with 5 managers, using both quantitative and qualitative data. The proposal outlines research limitations, including time and budget constraints, and provides a time schedule for the project's completion. The conclusion anticipates insights into how social media enhances brand-customer connections and aids in business growth amidst competition. The report incorporates a literature review and references to support the research.

Business Research:
Research Proposal:
Social media marketing strategy

Contents
Introduction:...............................................................................................................................................2
Project Objective:........................................................................................................................................2
Project Scope...............................................................................................................................................2
Literature Review:.......................................................................................................................................3
Research Questions:....................................................................................................................................4
Research Design and Methodology:............................................................................................................4
Sample size..............................................................................................................................................5
Sampling technique.................................................................................................................................5
Data collection:....................................................................................................................................5
Research Limitations:..................................................................................................................................6
Time schedule:............................................................................................................................................7
Conclusion...................................................................................................................................................7
References...................................................................................................................................................9
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Introduction:
Social media is the new trend in business management and marketing. Companies benefit
immensely by using social networking sites like Facebook or Twitter. Social media marketing
strategy has evolved as an integral part of marketing and business. Companies today could easily
interact with the target customers and narrow down the product launch or development or
business plan as per the taste, preference or feedback given by the company. An empirical study
on the issues argues ways in which social media marketing strategy has helped in improving
consumer loyalty; helped in identifying the focussed customer need, target relevant audience,
enhanced brand image through blogging and instagram promotions (Alves et al. 2016). It has
even helped in reducing cost on advertising and marketing and accelerated the overall promotion
process in a strategic manner.
Project Objective:
The project objectives are mentioned below;
i. To understand what are the ways in which social media strategy impacts on business
management
ii. To shed a light on how far social media strategies successfully influence consumer
mind and purchase behaviour
iii. To study and understand the relationship between social media and consumer
behaviour
Project Scope
As far as the selection of respective questions is concerned, these questions here are relevant and
needed in order to complete the study. These questions will help in giving a direction to the study
of social media tools and how they help in improving business in the contemporary business
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environment (Dutta, 2012). The questions are specifically selected in line with the research aim
and after studying the discussion in a proper way so that the respective study could be completed
in a systematic way. Hence these selected few are relevant and needed to be addressed during the
course of the study to complete the dissertation in a systematic manner (Ashley and Tuten,
2014).
Literature Review:
The research here aims at studying and understanding ways in which social media has evolved as
one of the most effective tools for promotion and marketing in the contemporary business
environment. It has further delved deep to shed a light on, how it has helped a company in
branding and advertising in a cost effective manner and ensured revenue generation and
sustenance of the brand in the competitive business environment. Though several researchers
have underpinned several disadvantages of using the approach, yet over the years it has
improved and helped companies to enhance business in a positive way by using social
networking (Ashley and Tuten, 2014). Thus in spite of having certain limitations, the approach
has proved effective and useful.
Since the social media tools are one of the most recent innovations in the marketing and branding
area, the researcher here has decided to select the topic for conducting an in-depth study and
understand its effectiveness in the present business context. Social media marketing is
underpinned by several researchers is the most effective marketing strategy used in the
contemporary business environment. Companies today no longer rely on traditional marketing
approaches. Therefore, the justification for carrying out the research lies in evaluation of the
influence of social media in manipulating consumer perception on brand and product selection
and influencing buying behaviour (Dorenda-Zaborowicz, 2012). Social media has hence helped
in improving overall image of the brand and also assisted in enhancing business in a defined
way. Though the use of social media has both positive and negative impact on the business, yet
considering benefits of using social media to a large extent companies today emphasise on
adapting the respective approach for business promotion, manipulate consumer buying behaviour
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and decision making. Social media marketing helps in taking right steps and manage social
media in a defined way.
Research Questions:
The research questions here are underpinned after understanding the topic in detail. The
questions act as a guideline to the study and helps in completing the investigation in a
chronological manner;
i. What are the ways in which social media strategy impacts on business management?
ii. How far social media strategies successfully influence consumer mind and purchase
behaviour?
iii. What is the relationship between social media and consumer behaviour?
iv. Explain to what extent social media marketing is a cost-effective tactic?
v. How far does adaptation of such strategic methods would ensure hassle free business
growth and sustenance in future?
Research Design and Methodology:
The research design is selected after studying the aim as well as objectives underpinned during
the study. With the help of an apt design, the analyst completes the study in a systematic way.
Key research design types that guide the investigation work are Explanatory, Exploratory and
Descriptive. In this study on HR planning and its importance, the researcher will select the
descriptive design and complete the analysis in a proper way. With the help of the Descriptive
Design, the researcher will successfully collect detailed information from several sources and it
will be discussed and detailed in a systematic way (Kumar and Metzler, 2014).
As far as the research philosophy is concerned, Positivism philosophy shall be applied here as
the researcher will collect data by conducting survey and market research. Deductive research
approach will be implemented as it is suitable with positivism philosophy.
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Sample size
A sample size of 50 consumers will be selected for conducting the survey and 5 managers have
been identified to collect qualitative data by conducting a focus group. Two sets of questionnaire
shall be circulated, closed ended quantitative questions will be developed by following Likert
scale to conduct a survey of the consumers, and 5 managers shall be included to conduct focus
group and understand ways in which the social media strategies have successfully helped the
company in promotion and branding (Neuman, 2014).
Sampling technique
Generally, there are two main types of sample methods, such as
i. Probability Sampling
ii. Non- probability sampling method
Probability sampling is a technique where the analyst identifies the respondents on a random
basis. However, it is expected that the sample should represent the entire population of the
investigation.
Non-probability sampling, on the other hand, is a process where the respondents are selected on
a purposive basis and not in a general way.
In this research work, the author has identified cluster form of probability sampling and collected
primary data from a large number of respondents from different age groups of consumer from a
retail store in Sydney (Quinlan, 2015).
Data collection:
Data collection is an integral part of dissertation and it helps in completing the study in a
validated manner. The Primary and Secondary data are the most common types of data collected
for the purpose of conduction of calculation and evaluation. Qualitative and Quantitative data are
also collected for in-depth analysis (Kothari and Garg, 2016).
i. Primary data
ii. Secondary data
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The primary data will be collected by conducting a survey and accumulate opinion by circulating
questionnaires among the respondents. Both qualitative and quantitative primary data will be
accumulated in order to carry out the research study in a systematic manner. The survey
questions that will be developed shall be closed ended. The researcher will make use of Survey
monkey to circulate the questionnaire and gather information from respondents. Besides this the
qualitative data will be accumulated by conducting Focus group will be implemented to collect
qualitative data by conducting interview and developing open ended questions to interview the
managers (Dorenda-Zaborowicz, 2012).
Secondary Data: the secondary data will be collected by studying extensively from existing
academic books, scholarly literature, journals, articles and PDF published by scholars on the
same topic. The researcher will conduct an in-depth study from academic books and journals and
then present a critical review on the topic.
Research Limitations:
As far as the research limitations are concerned, as a student researcher, the following issues
were faced during the investigation process and submission of work. In this situation, the
primary limitation has arisen from time and budget. Since a student is expected to submit a
professional standard quality as well as well researched dissertation project within the given
deadline, it may be mentioned here that carrying out a professional standard research needs time
and resources. Thus it is difficult to submit quality work in a very short period(Kumar and
Metzler, 2014). It is also difficult for the student to conduct extensive research work within a
short time period hence has to compromise on the intensity of data collection and evaluation
process. Secondly, budget is another major issue, since the student is given a fixed budget it is
difficult for the researcher to spend on new books, materials and other necessary data, instead
only forced to complete the work within a short time and with available resources in college or
University library and also from online database and free academic portals. Besides this, since
the evaluation and findings are depended on the data collected from respondents, the validity of
the collated information depends on the way they have been communicated. The researcher lacks
in control on the response of people (Kothari and Garg, 2016). This is another limitation which
also affects the quality of dissertation work.
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Time schedule:
Criteria Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Introduction to
the topic
Identifying Aims
and objectives
Accumulating
secondary
sources of
information
Carrying out
Literature
Review
Identify research
Methodology
Collect and
collate primary
or fresh data
Evaluate and
interpret primary
data for fresh
findings
Conclusion and
Recommendation
for future studies
Conclusion
It is expected that by the inference of the study the researcher will successfully discuss ways in
which customers today successfully connect with the brand through open communication
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conducted on the social platform and how this two-way communication has encouraged in
enhancing business and sustenance of the brand amidst growing competition. The research
questions shall be answered during the course of the study and gaps in existing literature will be
discussed as well. Managing consumer behaviour on the virtual platform has hence experienced
a new dimension through social media strategies. It could be culminated here that though there
are certain limitations in using social media yet it is one of the most effective tools in the present
day business scenario.
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References
Alves, H., Fernandes, C. and Raposo, M. (2016). Social Media Marketing: A Literature Review
and Implications. Psychology & Marketing, 33(12), pp.1029-1038.
Ashley, C. and Tuten, T. (2014). Creative Strategies in Social Media Marketing: An Exploratory
Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1),
pp.15-27.
Blumberg, B., Cooper, D. and Schindler, P. (2014). Business research methods. London:
McGraw-Hill Education.
Dorenda-Zaborowicz, M. (2012). Marketing w social media. Nowe Media, 0(3), p.59.
Dutta, K. (2012). Social Media Marketing - A Paradigm Shift in the Marketing Practice. SSRN
Electronic Journal.
Kothari, C. and Garg, G. (2016). Research methodology. New Delhi: New Age International (P)
Limeted.
Kumar, R. and Metzler, K. (2014). Research methodology. Los Angeles: SAGE.
Neuman, W. (2014). Social research methods. Boston [u.a.]: Pearson.
Quinlan, C. (2015). Business research methods. Andover: Cengage Learning EMEA.
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