An Analysis of Social Media in Marketing Strategy, Australia

This report delves into the pivotal role of social media within the marketing strategies of businesses operating in Australia. It begins with an introduction outlining the project's objectives and scope, followed by a literature review summarizing existing research on the topic. The report justifies the research, poses key research questions and hypotheses, and details the research methodology employed, including the research philosophy (Interpretivism), approach (deductive), design (qualitative), and strategy (survey through questionnaire and literature review). It describes the data collection methods (primary and secondary), sampling method (probability sampling), and data analysis methods. The report also addresses research limitations and ethical considerations. A timeline for the research is provided, and the report concludes with a synthesis of the findings and recommendations for improving social media practices in Australian businesses. The research aims to explore the meaning and concept of social media and marketing strategy, analyze the role of social media and marketing strategy, and suggest approaches to improve social media practices in an organization, Australia.

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Role of social media in marketing strategy in Australia

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Table of Contents
Introduction................................................................................................................................3
Project Objective....................................................................................................................3
Project Scope..........................................................................................................................3
Summarizing Literature Review................................................................................................4
Justification of research..........................................................................................................4
Research Questions/Hypothesis.................................................................................................5
Research methodology...............................................................................................................5
Research Philosophy..............................................................................................................5
Research Approach.................................................................................................................6
Research Design.....................................................................................................................6
Research Strategy...................................................................................................................7
Data Collection Method.........................................................................................................7
Sampling Method...................................................................................................................7
Data Analysis Method............................................................................................................8
Research limitation.................................................................................................................8
Ethical Consideration.............................................................................................................9
Research timeline.......................................................................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................11
Appendixes...............................................................................................................................13

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Introduction
The social media play an imperative role in the business as it will provide the opportunity to
an organization for promoting their goods and services. In addition, the traditional approach
supports the organization to make their unique image in the marketplace. The primary aim of
social media is to enable the company to enlarge their market in specified time and cost. It is
also examined that the social media is effective tool for developing brand awareness at
international level. But, at the same time, it is found that the traditional approach is not
sufficient to increase the awareness of brand at the global level. This research proposal is
focused on the role of social media in marketing strategy, Australia.
Project Objective
The aim of this research report is to explore the role of social media in marketing strategy,
Australia. The research aim will be accomplished by using the following objectives:
• To explore the meaning and concept of social media and marketing strategy in an
organization, Australian
• To analyze the role of social media and marketing strategy in an organization,
Australia
• To suggested the approaches to improve social media practices in an organization,
Australia
Project Scope
This proposal is imperative for enhancing the depth knowledge about the role of social media
in business, Australia. Social media practices could direct impact on the business as it would
inspires the researcher to start their research on this particular issue (Armstrong, et al., 2015).
In addition, the depth knowledge about social media practices could support the company to
improve their financial performance. Besides this, the researcher will also be capable to make
their career in the social media marketing department in future. This proposal will also

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support the organization to obtain the competitive benefit in less time. In current business
scenario, an organization practises social media to keep capabilities of workforces and firm
(Aral, et al., 2013). This report could also be supportive to take an appropriate decision at the
workplace as it would be significant to increase the profitability of the firm.
Summarizing Literature Review
According to the Kwok and Yu (2013) social media is a technique that enables the
organization to attain success in less time. Through this, an individual can be capable to post
their opinion and thought towards anything. It is stated that the social media is a cheap source
to promote their product and services among a large number of consumers. Hence, small
organizations use the social media in their workplace and gain their productivity.
In support of this, Leung, et al., (2013) illustrated that Australia is multicultural based country
hence organizational unable to comprehend the each consumer’s need in less time and cost.
Hence, organizations use the social media and marketing strategy and gain their
understanding of different opinion, views, and needs at same time and cost. Consequently, an
organization could be able to develop the favourable relation with their potential consumers
and gain their productivity. An organization uses social media as a marketing strategy for
enhancing product awareness in the market as it will help to accomplish the specified goal.
Moreover, Company uses many sources like blogs, social media tool, and articles and share
adequate information towards research problem. In addition, it is also illustrated that more
than 7 million of people have used social media to interact with each other hence it can be
said that this method could be effective for easily gaining the product awareness (Trainor, et
al., 2014).
Justification of research
Organizations not practiced social media in their business process that declines chance of
growth. It is also analyzed that lack of understanding of the social media practices and

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modern technology will decline the possibility of success. Hence, it can be said that this
research proposal presents the role of social media and marketing strategy in an organization,
Australia (Scott, 2015).
Research Questions/Hypothesis
• What is the meaning and concept of social media and marketing strategy in an
organization, Australian
• What is the role of social media and marketing strategy in an organization,
Australia
• What are the approaches to improve social media practices in an organization,
Australia
Research hypothesis
Ho: There is significant relation amid social media and organization performance
H1: There is no relation between social media and organization performance
Research methodology
The research methodology is effective for determining the appropriate techniques about the
current research concern. The research methodology section considers certain methods like
research approach, research strategy, research approach, research design, data collection
method, data analysis method, sampling method, research limitation, and ethical
consideration (Hays, et al., 2013). These factors are discussed as below:
Research Philosophy
Research philosophy of this research study is being evaluated by research questions. It is
complex for the researcher to select suitable research philosophy hence the research scholar
will gain their understanding of the types of research philosophies. Interpretivism, positivism,
and realism philosophy are considered in research philosophy (Zeng and Gerritsen, 2014). In
this research study, the researcher is used the Interpretivism philosophy to obtain opinion and

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perception of research participants about the research participants. It will also help the
researcher to obtain a feasible outcome in the context of research matter. In this, the
positivism and realism will not be considered by the researcher.
Research Approach
The research approach is also imperative for gathering the data about the research matter. The
inductive and deductive approach is included in the research study to collect the data
regarding research matter. The indicative approach is practiced by the investigator as it will
be helpful for getting theoretical information about current research dilemma (Tiago, et al.,
2014). The inductive approach is used to improve the quality of research outcome. Beside
this, the deductive approach is used to get information about research matter. The deductive
approach enabled the researcher to develop a hypothesis (Chauhan and Pillai, 2013). The
developed hypothesis will reject and accept on behalf of collected data. In this research study,
investigator will practice deductive approach rather than inductive approach because it
facilitates the researcher to accept and reject their developed hypothesis. Through this
research approach, a research scholar will be capable to obtain feasible outcome towards the
role of social media and social marketing in business, Australia.
Research Design
The research design is effective for the research study because it supports to collect the
information about research issue (Neuman, 2013). There are two kinds of methods such as
qualitative and quantitative research design. In this research, the investigator will use
qualitative research design method. Further, the qualitative research design helps the
researcher to increase their knowledge about underlying causes, motivations, and opinions
(Kumar, 2014). It also supports to develop the hypothesis for the measurable research.
Besides this, the quantitative research is practiced to quantify the issue by the way of
developing numerical information regarding research issue. It is practiced to measure the

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opinion, attitudes, behaviors, and other factors to obtain the factual information regarding the
research issue (Taylor, et al., 2015). Thus, it can also be said that the researcher will not use
the quantitative research design to obtain reliable information about the research issue.
Research Strategy
Research strategy helps to accomplish the specified objectives and aim of research. For this
report, researcher will practice survey through questionnaire and literature review method for
collecting accurate data regarding research subject. The survey through questionnaire strategy
enables the researcher to obtain the factual data regarding research issue (Flick, 2015). Apart
from this, the literature review method to support to get the theoretical data regarding
research issue. It enables the researcher to get the reliable and valid outcome regarding the
research.
Data Collection Method
The data collection method is supportive to get appropriate data in specified time and cost. In
the research study, two kinds of information polling techniques are considered like primary
and secondary data collection method (Neuman and Robson, 2014). A research scholar will
use both primary and secondary data collection method to get suitable information about
current research concern. In this, the primary data collection will provide first-hand data
through questionnaire and observation method. Besides this, the secondary data collection
enables the researcher to collect the data from available information. In this, the researcher
will sue many sources like online and offline sources, company sites, journal article, and
book.
Sampling Method
Sampling will assist the researcher to collect the appropriate sample size for conducting
research and get a favorable result. In this, two kinds of methods are considered like
probability and non-probability sampling method. Furthermore, the probability sampling

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method will aid the researcher to select the research participants for conducting the current
research. In the research, non-probability sampling method facilitates the investigator to
choose research participants on behalf of age, gender, education, and experience (Hastings
and Domegan, 2013). In this research, the researcher will use probability sampling method to
attain the research aim and objectives. A research scholar will select respondents from
Woolworth’s retail organization. The research candidates will be selected by the different
area of Australia. The probability sampling method eliminates the biases from the research.
Researcher will not practice non-probability sampling method as it could create biases in the
research study (Tiago, et al., 2014).
Data Analysis Method
In the research study, the data analysis method is used to evaluate the collected information
about the research issue. In this, two kinds of techniques are used by the researcher like
qualitative and quantitative method. A researcher will imply statistical analysis method to
examine the collected data and get positive outcome regarding current research concern
(Chauhan and Pillai, 2013). The research scholar will practice MS-Excel software and attain
the objectives of the research. There are many tools like a bar diagram, column, chart, and pie
chart to evaluate information regarding the research matter.
Research limitation
The research limitation could influence the research outcome. Furthermore, it is analyzed that
researcher will include many factors to get the reliable outcome such as lack of data
manipulation, plagiarism, appropriate reference, and follow university guidelines (Kumar,
2014). Beside this, it is also analyzed that lack of time, cost and resources could decline
quality of the result. In this, the researcher will also practice the e-mail method and directly
communicate with the researcher as it will be effective to solve the issue of research
participants.

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Ethical Consideration
Ethics is effective in the research study because it can be supportive to obtain feasible
outcome about the role of social media and marketing strategy in the business process,
Australia. In this, researcher will practice the ethical norms to conduct the research dilemma
and get a favorable outcome (Flick, 2015). For this, the researcher will use ethical
consideration act 2000 and secure the confidential information of researcher as it will also be
imperative for developing an effective relationship with respondents in long-term. For
eliminating the ethical issue from the researcher, the researcher will use proper referencing,
university instruction, and data manipulation.
Research timeline
The research timeline is effective for conducting the research on specified time and cost. The
research plan is discussed as below:
Research Plan
Conclusion
From the above discussion, it can be summarized that research methodology will help the
researcher to collect appropriate result regarding research matter. It is also analyzed that there
are many methods of research approach, research strategy, data collection method, data
analysis method, sampling method, research limitation, and ethical consideration. Moreover,
it is also found that researcher will exercise these methods to get feasible outcome about the

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role of social media and marketing strategy in business, Australia. It is also illustrated that the
research limitation could decline the performance of the organization.

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References
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Chauhan, K., and Pillai, A. (2013) Role of content strategy in social media brand
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Management, 22(1), pp. 40-51.
Flick, U. (2015) Introducing research methodology: A beginner's guide to doing a research
project. USA: Sage.
Hastings, G., and Domegan, C. (2013) Social marketing: From tunes to symphonies. UK:
Routledge.
Hays, S., Page, S. J., and Buhalis, D. (2013) ‘Social media as a destination marketing tool: its
use by national tourism organisations’, Current issues in Tourism, 16(3), pp. 211-239.
Kumar, R. (2014) Research methodology: A step-by-step guide for beginners. USA: Sage.
Kwok, L., and Yu, B. (2013) ‘Spreading social media messages on Facebook: An analysis of
restaurant business-to-consumer communications’, Cornell Hospitality Quarterly, 54(1), pp.
84-94.
Leung, D., Law, R., Van Hoof, H., and Buhalis, D. (2013) ‘Social media in tourism and
hospitality: A literature review’, Journal of Travel and Tourism Marketing, 30(1-2), pp. 3-22.
Neuman, W. L. (2013) Social research methods: Qualitative and quantitative approaches.
USA: Pearson education.
Neuman, W. L., and Robson, K. (2014) Basics of social research. USA: Pearson Canada.

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Scott, D. M. (2015) The new rules of marketing and PR: How to use social media, online
video, mobile applications, blogs, news releases, and viral marketing to reach buyers
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Taylor, S. J., Bogdan, R., and DeVault, M. (2015) Introduction to qualitative research
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