Impact of Social Media Marketing on M&S Brand Image in HK

This project analyzes the impact of social media marketing strategies on the brand image of Marks and Spencer (M&S) in Hong Kong. The research employs an interpretivist philosophy and utilizes both primary (surveys) and secondary data (books, journals) to explore the effectiveness of social media in enhancing brand awareness and sales. The study examines the importance of social media marketing in the competitive retail industry, highlighting how M&S can leverage platforms like Facebook, Twitter, and Instagram to target customers and build brand loyalty. The analysis, using a thematic approach, reveals the significance of consistent customer engagement and providing quality information to customers. The project aims to identify gaps in M&S's current social media marketing efforts and recommend strategies for improving its brand image through effective online marketing, ultimately helping M&S compete in the retail market.

To analyse the impact of social media marketing strategy in creating brand
image of the organization: A study on Marks and Spencer" in Hong Kong
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ACKNOWLEDGEMENT
For the accomplishment of the present dissertation, I would like to sincerely express by
earnest gratitude to my mentor who has provided me sufficient knowledge and greater support.
Further, I would also like to thank my friends, colleagues and family members who have guided
me at every stage while conducting this dissertation. Through their support, I was able to
complete my thesis with effectiveness and in an accurate manner. Lastly in the series, I would
also like to state special thanks to my team members who have provided me huge assistance in
collecting relevant set of data and further analysing it.
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ABSTRACT
Aim: “To analyse the impact of social media marketing strategy in creating brand image of the
organization: A study on Marks and Spencer" in Hong Kong
Methodology: For carrying out the present dissertation with the aim of completing the research
in systematic manner, the researcher has selected different types of research methodology.
Interpretivism philosophy is selected for the present research. Both primary and secondary
method is used for collecting the information. In primary method, survey is conducted and for
collecting secondary information, books and journals will be considered. Qualitative method is
used for analysing the collected data. Under this, thematic approach is considered for presenting
the findings in an effective manner for understanding the impact of social media marketing
strategy on creating a brand awareness.
Results: Marks and Spencer should make its strong presence on social networking sites in order
to create brand awareness or enhance sales. Through marketing on social media, Marks and
Spencer can easily promote its product all over the world without spending long time or high
cost. On the other side in traditional marketing, company need to spend huge cost and time and it
is not easy to target large number of people. Hence, the collected information is consistent with
secondary data which shows social media is effective tool in respect to create brand awareness
and it positive impact on the firm
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Table of Contents
ACKNOWLEDGEMENT...............................................................................................................2
CHAPTER 1- INTRODUCTION....................................................................................................6
1.1 Overview..........................................................................................................................6
1.2 Research problem.............................................................................................................6
1.3 Chapter structure..............................................................................................................7
1.4 Focus and Purpose............................................................................................................8
1.5 Aims and objectives.........................................................................................................9
Research questions.................................................................................................................9
1.6 Framework and analysis...................................................................................................9
1.7 Potential Significance.....................................................................................................10
CHAPTER -2 LITERATURE REVIEW.......................................................................................12
2.1 Introduction....................................................................................................................12
2.2 Concept and importance of social media marketing strategy for Marks and Spencer...12
2.3 The effectiveness of social media marketing strategy for creating brand image...........15
2.4 The impact of social media marketing strategy in creating brand image of the Marks and
Spencer.................................................................................................................................17
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................22
3.1 Introduction....................................................................................................................22
3.2 Research philosophy.......................................................................................................22
3.3 Research design..............................................................................................................23
3.4 Research approach..........................................................................................................24
3.5 Research strategy............................................................................................................24
3.6 Data collection methods.................................................................................................25
3.7 Sampling.........................................................................................................................26
3.8 Data analysis:..................................................................................................................26
3.9 Ethical consideration......................................................................................................27
3.10 Research limitation.......................................................................................................27
3.11 Validity and reliability..................................................................................................28
CHAPTER 4: DATA ANALYSIS................................................................................................30
4.1 Introduction....................................................................................................................30
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4.2 Thematic analysis...........................................................................................................30
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................52
5.1 Conclusion......................................................................................................................52
5.2 Recommendation............................................................................................................54
REFERENCES .............................................................................................................................56
Appendix........................................................................................................................................61
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CHAPTER 1- INTRODUCTION
1.1 Overview
In modern era, social media is playing a significant role in business in order to grab the
attention of large number of customer and for creating brand image. Social media can be defined
as an instrument that helps to communicate and interact. Companies across variety of industries
such as retail and consumer, hospitality, travel and tourism exploring social media to tap
opportunities in market research (Wheeler, 2017). They look it as a product promotion, brand
image, collaboration with stakeholder, customer services and recruitment. It has drawn a lot of
attention both to companies and individuals interacting on the networking landscape. People all
over the world are using different social networking for interacting with each other, searching
product etc. Therefore, it has provided an opportunity to the companies to use it for selling their
product and creating brand image in market. Brands are important because it shapes customer’s
decision and also create economic value. Along with this, brand is one of the key factor behind
making a purchase decision. In respect to create brand awareness in a successful way, it is
important to consider that customers everyday are bombarded through more and more marketing
messages.
The present research is based on “To analyse the impact of social media marketing strategy
in creating brand image of the organization”. There is increase in competition between
companies in the retail industries. Equally, there are many companies who are using new
technologies and social media for targeting customer. Therefore, it becomes essential for Marks
and Spencer (M&S) to use social media marketing strategy so that it makes easier for them to
survive in competitive market. Social media can directly have influenced M&S to target large
number of customer for selling their products and services. Hence, the concern of this study is to
increase the awareness of M&S brands through the power of social media. To create image in
market, company need to focus on selling quality product and provide right information to client.
Through taking feedback from customer related to products and services and modify them help
in making customer more loyal (Vigneron and Johnson, 2017). Hence, social media is a platform
that provides company chance to directly communicate with customers.
1.2 Research problem
Social media marketing has offered a large number of new opportunities for companies in
order to promote their products and services. With the multitude of new media developing it
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become tough for firms to raise awareness of their band. Therefore, firm can focus on using
social media strategy effectively and efficiently so that they improve their brand image in market
(Cooil, Keiningham and Hsu, 2007). Regular communication with customers helps in
recognising customers about the brand. However, social media for marketing used by M&S is
not enough effective in order to influence customers and making them aware of their brand. Most
of the customers who unable to recognise company as because they get less advertisement of the
firm or they are not influenced by the customer services. They are using various tactical tools of
social media but that are not effective enough for creating brand image. In this regard, M&S
need to make improvement in its social media marketing strategy. Social media marketing is
itself stated to the use of various social media platforms available at a global level. Also termed
as internet marketing, some common platforms that are mainly being used involve Facebook,
Twitter, YouTube and Instagram, etc. By this, the organisations can directly refer to interact with
its audiences and target them, accordingly. It is one of the best tool used for conducting market
researches and is together known to impact upon the brand image of an enterprise. Brand image
is generally considered as the image of an enterprise in front of its related audiences or even
those who are not in touch with it but can still analyse its existence on the basis of its logo or
slogan, etc (Hudson, Roth and Hudson, 2015). This is basically referred as the dissemination of
messages with help of social media tools as a way of marketing the designed products and
services to the users. It thus proves that brand image and social media marketing are greatly
related to one other where the messages in the form of brand image are being passed by the
adopted tools of social media as a power to influence people’s thinking towards the business.
1.3 Chapter structure
To complete the entire dissertation, it is important for investigator to follow a sequential
pattern by adhering to a well-defined and appropriate structure. This structure can be shown by
following a series of chapters which can be undertaken as a part of the research study. Here are
the different chapters:
Chapter 1: Introduction: It is first part of dissertation that will provide overview of the selected
topic with focuses and purpose. In this all the important link related to M&S will be
presented. Following this, aims and objectives, research aim will be described. At the end of
this chapter, all the tools and techniques used in the present study will be discussed along
with the potential significance of the selected topic.
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Chapter 2: Literature Review: Literature review is the second chapter that cover all the
secondary research. A detailed outline of the concept and importance of social media marketing
strategy for M&S will be discussed. The effectiveness of social media marketing strategy for
creating brand image will be identified. This segment will lay emphasis on covering the aims and
objectives of the selected investigation. Hence, this chapter is based on published work and
articles which is written by eminent author.
Chapter 3: Research Methodology: In third chapter, a description of all the methods will be
provided which is used by scholar in order to take out dissertation in a right direction. It will
consist of various limitation and ethical consideration faced by researcher while carrying out
research.
Chapter 4: Data Analysis and Findings: All the collected information will be analysed in this
chapter with the use of various themes and charts.
Chapter 5: Conclusion and Recommendations: In the last chapter, conclusion will be provided
on the basis of primary and secondary research. Then suggestion will be given on the basis
of findings.
1.4 Focus and Purpose
The research study will be conducted with the main purpose of analysing the impact of
social media marketing strategy in creating brand image of M&S. There are different
investigations have been conducted on the social media marketing strategy and its impact on
customers and company as well (Chaudhuri and Holbrook, 2001). The main purpose of this
study is to analyse the gap which is left by previous scholar on the same topic. The relationship
between social media marketing and brand awareness is revealed in most of the works and it is
shown that with the use of social media, it becomes easy for companies to enhance their sales
and profit. The concept of creating brand image is effective in respect to retail industry. It is so
because there are many advanced technologies implemented in the market and they should be
used by the firm so that they can create brand awareness and accomplish success. With effective
use of internet tools, it has made easier for targeting customer from different countries and
encourages them to make purchase. In this regard, the present study purpose is to gain deep
understanding related to the different social media aspect and it can help in creating brand image.
For an organisation, it is important to create brand image so that company can easily sell its
products and earn huge profit (Ashley and Tuten, 2015). For creating brand image company to
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work hard as they need to satisfy their customers’ needs and wants and serve them product
according to their needs and wants.
1.5 Aims and objectives
Aim: “To analyse the impact of social media marketing strategy in creating brand image of the
organization: A study on Marks and Spencer" in Hong Kong
Objectives:
 To understand the concept and importance of social media marketing strategy for Marks
and Spencer
 To identify the effectiveness of social media marketing strategy for creating brand image
 To analyse the impact of social media marketing strategy in creating brand image of the
Marks and Spencer
 To recommend strategies in order to implement social media marketing strategy in
creating brand image of Marks and Spencer.
Research questions
Formulation of the research questions is one of the essential requirement because it assists in
building a strong framework for the present investigation. There are some research questions
have been formulated that are as follows:
 What are the concept and importance of social media marketing strategy for Marks and
Spencer?
 What is the effectiveness of social media marketing strategy for creating brand image?
 What are the impacts of social media marketing strategy in creating brand image of the
Marks and Spencer?
 What are the strategies in order to implement social media marketing strategy in creating
brand image of Marks and Spencer?
1.6 Framework and analysis
In order to collect information from the reliable sources, it is one of the important step so that
appropriate decision can be made for arriving a proper conclusion and recommendation. Here are
the different steps in this regard:
 Design of research: Descriptive research design will be used for the present dissertation.
This is because it helps in describing the population which is covered in the present
study.
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 Research approach: For the present study, inductive approach will be used as because it
consists of focusing on collecting first specific information then focus on general
information. In the present study, means of social media marketing strategy which lead to
identification of their impact on the image of brand.
 Research philosophy: Interpretivism philosophy will be selected for the present research.
 Techniques of research: Both qualitative and quantitative research techniques will be
used. Method for data collection: Both primary and secondary method will be used for
collecting the information. In primary method, survey will be conducted and for
collecting secondary information, books and journals will be considered.
 Sampling technique: For the present study, probabilistic sampling method will be
considered under which random sampling method will be used. Here, 50 customers of
M&S will be selected. The questionnaire will be used for gathering the viewpoints of
customers related to the social media marketing strategy.
 Analysis of data: Qualitative method will be used for analysing the collected data. Under
this, thematic approach will be considered for presenting the findings in an effective
manner for understanding the impact of social media marketing strategy on creating a
brand awareness.
1.7 Potential Significance
The current dissertation will be essential enough in terms of developing an understanding
related to the impact of social media marketing strategy in creating brand image of the
organization. Through researching on this topic, it will help in identifying the area of social
media which need to be improved so that customer can be influenced for repeat purchase. Here
are provided potential significance of selected topic:
 The investigation will be useful to the academicians who are preparing for Ph.D. in order
to develop deep understanding related to the effectiveness of social media marketing
strategy in retail industry.
 Retail organisation will be provided support from the present research. This will help
them to use social media marketing strategy in an effective manner through considering
all its impact on the thinking of customers.
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CHAPTER -2 LITERATURE REVIEW
2.1 Introduction
After introduction section, next chapter is of literature review which is one of the critical
part in the entire dissertation. Under this section, opinion and views of different scholars in
relation to the present study are presented. All the information is collected from the secondary
sources which work as a base to carrying out further study. This section will cover the gap which
is left in the previous investigation for making it more effective. Apart from this, in this section
view and opinion of the authors will be critically evaluated. Hence, it will help in building a
theoretical base for the subject under the study. The present literature review chapter will include
overview of social media strategy and its impact on the company and customers. Later on, the
effectiveness of social media marketing strategy for creating brand image will be identified.
Lastly, the impact of social media marketing strategy in creating brand image of M&S will be
analyzed.
2.2 Concept and importance of social media marketing strategy for Marks and Spencer
According to the view of Hsu and Lawrence, (2016), Social media is a website that enables
users to create and share content on Facebook, Twitter and other social networking. In social
media, it is easy to connect with a large number of people from different parts of the countries.
Along with this, there are large numbers of people who are using the social network for
connecting with people.
Schivinski and Dabrowski, (2016), state that social media is of utmost prominence in
today’s modern world where it equally impacts upon both the individuals and the businesses
operating at a global level. It is with a special context of marketing where social media is a
buzzing tool for most of the marketers. This not only makes their task easy and convenient in
terms of managing the funds and time required to conduct manual procedures of marketing but
together helps in attracting a large set of customers towards their offered products and services.
Social media marketing is therefore referred to be a significant consideration of almost all
business entities with a foremost concern of making an effective use in the process of marketing.
There are different types of social networking sites such as Facebook, Twitter, Instagram,
etc. Social media platform has also provided a huge opportunity to various companies to promote
and sell their products on Facebook, Instagram etc (Godey, Manthiou and Singh, 2016). Looking
from the business perspective, it is a truth that social media marketing has offered a large variety
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