Investigating Social Media Marketing's Impact on Mulberry's Sales

This report investigates the impact of social media marketing (SMM) on the sales performance of Mulberry, a luxury fashion brand in the UK. The study explores the current trends of SMM in the UK retail sector, analyzing the benefits of SMM on retail fashion businesses and assessing the relationship between SMM and Mulberry's sales. The research objectives include evaluating the impact of SMM on sales, determining the benefits of SMM in the fashion retail business, and recommending SMM strategies for sales enhancement. The literature review covers the increasing trend of SMM in the UK retail sector, the effects of SMM on the retail fashion business, and the relationship between SMM and Mulberry's sales, referencing various authors' perspectives. The research methodology is outlined, including the research type, approach, philosophy, data collection methods, sampling techniques, and data analysis. The study aims to provide insights into how Mulberry can leverage SMM to improve its sales performance, considering both the positive and negative aspects of SMM in the context of the UK retail sector.

Research Method 2

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
Research objectives .....................................................................................................................4
LITERATURE REVIEW ...............................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................8
Research type...............................................................................................................................8
Research approach ......................................................................................................................9
Research philosophy ...................................................................................................................9
Data collection ............................................................................................................................9
Sampling....................................................................................................................................10
Data analysis..............................................................................................................................10
Ethical considerations................................................................................................................10
Reliability and validity...............................................................................................................11
TIMELINE.....................................................................................................................................11
REFERENCES .............................................................................................................................15

Topic: To investigate impact of social media marketing on performance level of sales of UK
retail sector: A study on Mulberry
INTRODUCTION
Background of the study
Marketing is one of the most researched area and in the present time and social media
marketing is one of crucial from of marking which have taken over the other forms of marketing
and advertisements. Over the time the inclination of people have grown towards digitization and
use of the electronic gadgets has also increased. The people these days are now more connected
on the social media site rather than in actual world. All these directly affects the fact that how an
organisation promote and markets its products and company. There is a direct link between
people using the various platforms of socials media and product promotion by entities.
Moreover, the every changing and the most attractive industry is the fashion industry as
everybody wants to look good and be a fashion icon. People want what they see and in this the
digital marketing plays a vital role. The research is conducted to analyse the impact of social
media marketing on sales performance level of Mulberry, which is a luxury fashion brand
operating in UK and other nations. This organisation have its focus on the business marketing
and communication as people of this organisation thrives to attain success and positive belief
about the relationship.
The present research will determine the impact of social me dia marketing on the sales of
the Mulberry organisation operating in UK. In this context the research aim, objectives and
questions are developed. Along with this, a brief literature review is presented in the research
proposal to present the views and opinion of different authors over the research topic. The
research methodology that will be used in the research study is also outlined in the proposal. The
research proposal set out the brief outline on what the research project is and on what basis the
research project will be based on. A time line is also represented on what and when each activity
related with the research project will be done and when the final submission of the study will be
done.
Research aim and objectives

The aim of present study is to analyse the impact of social media marketing on the sales
performance of Mulberry.
Research objectives
 To assess the trend of SMM in the context of UK retail sector.
 To determine benefits of social media marketing on retail fashion business of UK.
 To assess relationship between social media marketing and sales of Mulberry.
 To recommend strategies related to social media marketing which Mulberry can use for sales
enhancement.
Rationale of the study
Marketing is one of the most attractive topic to establish research upon. In the present
era, one of the most powerful aspect of marketing is the social media marketing. Moreover, one
of the developing and ever changing industry is the retail fashion market. The trends come and
go in just a quick span of time. The research topic is selected after considering the aspects related
with of the current markets situations. The reason for conducting this research by the researcher
is that the researcher have a keen interest in the basic form of international marketing through
which content on network of social media can be created. For achieving the marketing and
branding goals, the researcher has conducted research related to the impact of social media
marketing on the sales figure of an organisation.
Significance of the study:
The rational part of the research explains the fact that marking is one of the most
explored topic and selection of social media and fashion industry in relate sector acts as a boon
to this research. This research project will assist the future researchers in conducting their
research by using the outcomes and research content for analysing the impact of social media
marketing on the sales performance of an organisation. Moreover, it will also be help the
students and future researcher who are conducting research in this direction and will find a
strong base to start their research or to extent the research in this direction.
LITERATURE REVIEW
Theme 1: To assess the trend of SMM in the UK retail sector

According to the Ramanathan, Subramanian and Vijaygopal, (2017), it is viewed that
SMM shows increasing trend in UK retail sector as brings opportunity for the retail brands in
forming the relationship with large numbers of customers which leads to increase in their sales
which in turn helps in gaining larger profitability in the business. However, Ramanathan,
Subramanian and Vijaygopal, (2017), also highlights the deep insight into the negative use of the
SMM such as fake websites or pages are being created by the brand which shows the different
product and sell something else. This result in misleading use of the media marketing and most
of the people are losing trust for buying the product through social media websites. In
accordance with the Bilinska-Reformat and Stefanska, (2016), it is also identified that retail
sector in the UK has greatly reacted to social age and majority of the brands in the UK are
present on the social media websites like Facebook, Twitter etc. This helps the sector in retail
brands in achieving growing success across the world and greater market share can be captured
through media marketing.
On the other hand, Young and et.al., (2017), analysed that, negative feedbacks or
comments on the social media websites by the customer’s spoils the image of the company
adversely as social media is a large online platform where the whole population of the country is
present. Through this the company might lose its existing customers as well. Nash, (2019) also
evaluated that; social media is an online platform where the retail sector in the UK can get
updated with the latest trend in relation to the taste and preferences of the customers. This helps
the companies in selling those products that are specified and demanded by the customers so that
larger people can be attracted towards the brand. Moreover, Bolton and Shankar, (2018)
determined that, most of the people prefer for window shopping rather than online shopping as
they are afraid of the quality and other issues such as delay in deliver, online payment etc.
On the other state, Garrido-Moreno, Lockett and García-Morales, (2018) highlighted that,
SMM is considered as cheapest form of advertising tool which almost all the retail sectors in UK
has adopted for driving their sales target and to generate a well known global presence in an
effective manner. With reference to the Moreno-Munoz and et.al., (2016), it is also suggested
that, digital marketing can be risky for the companies as well as the people because many illegal
activities like hacking, misuse, fraud etc. are increasing day by day with the technological
advancement which inculcates high risk of loss to the business. This also may be one of the

major reasons for the lacking trust of the people. Thus, Social media marketing is the most
suitable platform for the start up as well as the existing brands in the UK for connecting to the
customers worldwide which helps them in ascertaining its sales target and could become a
leading company by creating positioning in the minds of their existing and new customers.
Theme 2: Social media marketing and its effect on retail fashion business of UK
As per the views of Ramanathan, Subramanian and Parrott, (2017), marketing is one of
the biggest platform to promote the products to enhance the sales of an organisation. People
these days specially the young generation are more attracted towards the latest fashion trends and
want to copy that fashion trades. They get the knowledge form various platforms of digital
marketing and in this social media marketing plays a vital role. Young people are more attracted
towards what they see and the organisation promoting the products in the manners as people
wants to see which have direct impact on the sales figures of the organisations. The sales gets
hiked due to the effective promotions on the social media platforms. The organisations try to lure
the younger generation to buy their products and services through the social m edia
marketing. In this regard the organisation makes different strategies to increase the sales of their
product on this platform of marketing.
However, it was critiqued by Ngai, Tao and Moon, (2015) the that SM platforms is an
effective way for marketing and promotional activity of product but still it cannot reach to every
section and each generation of the society. The organisation do place and promote their product
and service by using platform of social media and attract a huge mass of the consumers to buy its
products. But still those who do not use any type of social media sites are out of the reach of the
organisation. There are people in the market who do not prefer to use digital product and wants
to purchase in person from shops. For those people who still use the old school methods of
promotions can prove to be useful and organisation also need to focus on these platforms to
increase the sales of their product.
Conversely, it was stated by Parker and Wang, (2016), that it is common that social
media marketing is a tool of attracting consumers. In recent time period, a question revolving
around that SMM has to conducted with the consumer perspective. For the organisation who
wants to increase the sale one of key factors to be considered is consumer engagement in terms
of active involvement. SMM plays a crucial role in this regard as it is a high standards platform

than the convectional media having ability of affecting consumer at large. People are drawn
towards SM site because of features which is displayed digitally which is not specified by brand
in normal advertisement.
On the contrary Thompson and McLarney, (2017) are of the opinion that, SMM
increased popularity and have websites such as Twitter, Facebook, LinkedIn, and YouTube.
Social media marketing refers to marketing done through social media or social networking
websites. While most business organizations have their own websites, which creates
competition in the market and thus lead to confusion in the mind of consumers regarding
selection of products. Social media marketing is a powerful online marketing tool, it is typically
used to supplement other marketing methods. Companies can share their product image which
can result in duplication of product by the rivalry firm.
Theme 3: Relationship between social media marketing and sales of Mulberry
According to Agnihotri and et.al.,(2016), the Mulberry organisation is experts at
strengthening brand awareness on social media by expanding dedicated audiences and growing
engaged followers. The organisation has chosen social media marketing services, to ensure that
their followers match the demographics, interests and behaviours of typical customers. The
social media channels are flourishing to experience an increase in those word of mouth and
online referrals. The organisation is keeping its direct focus on the different source of social
media marketing to enable an effective and strong relationship between the consumers. This
directly affects the sales of Mulberry. The company believes in establishing and develop real
connection with its avoidance through authentic likes and comments on their social media
content. The organisation uses organic engagement technique such a way for establishment of
strong and favourable reactions to the brand.
However, Rodriguez, Peterson and Ajjan, (2015), are of the view that, SMM leads to
increase in sales & builds brand recognition of the organisations in retail sector of UK. The use
of videos on the social media platforms is a game changer to market the products of a company.
There are various tools present to make the promotion, marketing and better as compared to the
conventional modes of marketing. Promotions through video on social media directly enhance
the social media engagement and increases the visual content’s driving forces effectively.
People nowadays have started to follow the trends and news on the social media platform for

their favourite brand on the social media. This direct builds a relationship between the customer
and the organisation.
On the contrary Guesalaga and Kapelianis, (2016), have an opinion many brands sell the
consumer items from their social media platforms. As most of the tech and gear related news are
shared on instagram. Moreover, the news and trends related which fashion world are there
everywhere on each platforms of social media, be its Facebook, Instagram, or Twitter. People
gets news related with a product over the se platform from particular brands and then build a
will to purchase the goods. This increase the relationship between the product promotion,
consumer and the organisation. The marking on the social media platform increase the interest of
the consumer and there is correlation between the interest leave and the intention to purchase a
product.
Conversely, Elena, (2016), present the opinion that the marketing and product promotion
is a very old concept and with time the media and platforms of the product promotion have
changed. Today is the time of social media be it connecting to the people or to see the present
worlds' outlook. Here, the promotions of the product and services are placed by the organisation
to attract the consumers. This is widely used as each generation and most of the people are
connected to either one or more than one platform of the social media. They get the ideas about
the product and service offered thorough one or other platform of social media. The relation of
product promotions and use of social media move in a parallel direction.
RESEARCH METHODOLOGY
Research type
Types of research can be distinguished into two such as qualitative and quantitative.
According to the views of Kumar (2019), selection of research type is highly depends on the
nature of study being investigated. Moreover, in qualitative research, underlying motives and
opinions are evaluated associated with the issue. On the other side, under quantitative research,
solution of the issue is presented by making evaluation of numeric facts and figures. Hence, in
the current study, to assess the impact of SMM on the sales performance of Mulberry qualitative
research type will be employed. Hence, by making evaluation of qualitative aspects solution of
the issue will be presented.

Research approach
In this research, two research approaches named as inductive and deductive which can be
used by the researcher. In accordance with the views of Silverman (2016), inductive research
approach starts with an observation and ends on the development of new theoretical framework.
On the other side, deductive research approach emphasis is made on the testing and confirmation
of hypothesis by taking into account existing theoretical framework. Inductive approach will be
considered for conducting research study as it complements the qualitative research type. As per
this, through making observation of pattern and tentative hypothesis research objectives will be
attained.
Research philosophy
Interpretivism and positivism are the main two philosophies which scholar undertakes for
meeting objectives. Selection of philosophies bare also getting influenced from the nature and
type of study initiated. In interpretivism philosophy, scholar emphasizes on interpreting
qualitative facts and aspects. On the contrary to this, positivism philosophy present solution by
making assessment of actual quantitative facts. In this research study, for assessing the influence
of digital marketing on the sales of Mulberry, interpretivism philosophy will be undertaken by
the researcher. On the basis of this, research questions will be addressed by interpreting
quantitative aspects in relation to social media marketing and its association with sales.
Data collection
For research purpose, data are gathered by the researcher from two sources such as
primary and secondary. Taylor, Bogdan and DeVault (2015) stated that survey, focus group,
observation and interview are the main sources which in turn used by the researcher for primary
data collection. On the other side, secondary data can be collected from books, journals and
scholarly articles in relation to the concerned topic. The secondary data is the one which has
already been collected and is referred by the researcher and scholars in their study and used to
draw effective conclusions of their researches. For the present research project data and
information from both primary and secondary resourced will be collected. The primary data will
be collected from survey methods through questionnaires where the views and opinion over the
questions of questionnaire will be taken from 30 of the managers of Mulberry.

Sampling
The sampling methods in the research methodology of a research project define the
methods of selection of the samples or the respondent for collection of data through primary
method. There are different methods that falls under the ambit of sampling methods which
includes simple random sampling, stratified sampling, single stage cluster sampling, two stage
cluster sampling, systematic clustering and multi stage sampling. For the present research project
simple random sample technique will be used. Under which the non-probabilistic methods will
be used. The reason for selection of this method is that this will give an equal chance with no
bias to all the managers of Mulberry to get selected as respondent to fill in the questionnaire.
Data analysis
Data analysis under the research project means to present the extract from the data
collected and to present the concussion on the overall research which is carried out to reach an
effective outcome over the research topic. The data analysis methods depended on the research
design and type selected. As for quantitative research design statistical and mathematical tools
and applications are used to evaluate and analyze the data (Smith, 2015). Rather, for the
qualitative research type thematic data analysis is done to reach the outcome through use of
logical path. As for the present research project qualitative research design will be used so
automatically the data analysis will be done through the thematic manner by use of logical way
to present the outcome and interpretation of the data so collected.
Ethical considerations
The ethical consideration in research methodology of a research project defines the
ethical and moral perspective of researcher as well those who are indirectly involved in the
research that is respondent in the primary data collection. The ethical perception requires
unbiased involvement of individual related with the research project. The researcher will take
full consideration that the privacy of the respondent is kept intact and views are known after
taking their consent. They will be first informed about the research project, the reason for
collection of data, use of such data and their personal information will be kept to the researcher
only. Moreover, the ethical perception of respondents will also be considered as it must be
ensures they give a true and unbiased information over the research project.

Reliability and validity
The reliability of research project can be defined as the truthfulness and correctness of the
data collected and the presentation of the research outcome over the research topic. This will be
ensured that the data so collected is taken from reliable sources both from primary and secondary
sources. In the primary source the non-biasedness of the respondent will be ensured (Walliman,
2017). The validity of the research project means to engage in correct practices and use of
correct methods to conduct the research and selection of right methodology. For this research
project the correct methods will be selected under methodology as qualitative research type,
using interpretivism research philosophy, collection of data from primary and secondary
resources and analyzing the data in thematic manner. This will confirm the validity related to
research topic over investigating effect of SM on sales.
TIMELINE
Activi
ties /
(in
weeks
)
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Formu
lations
of the
Resear
ch
propos
al
Struct
uring
the
Aim
and

objecti
ves
over
researc
h topic
Presen
ting
the
Resear
ch
Backg
round
Formi
ng out
the
researc
h
metho
dologi
es
Collec
ting
data
using
primar
y and
second
ary
resour