Investigating Social Media Marketing Impact on Customer Satisfaction

This dissertation investigates the impact of social media marketing (SMM) on customer satisfaction within the UK retail sector, focusing on Morrison Plc. The research employs qualitative methods and primary data collection to understand how SMM tools, such as Facebook, Twitter, and Instagram, influence brand image and customer behavior. It examines the benefits of SMM, including improved brand awareness and customer engagement, as well as the challenges faced by marketers, such as lack of expertise and negative feedback. The study analyzes various SMM strategies and their effectiveness in enhancing customer satisfaction, providing recommendations for Morrison Plc to optimize their SMM efforts and sustain a positive brand image in the competitive retail market. The research also contributes to the broader understanding of SMM's significance in the retail sector and offers insights for future studies in this area. Desklib provides access to similar dissertations and study resources for students.

Dissertation

ABSTRACT
Social media marketing activities plays an important role in the business and that is why, it helps
the company to meet the wider range of people towards it. Further, through secondary research it
has been analysed that with the SMM assist to improve the brand image and by using different
platforms of SMM like Facebook, Twitter and Instagram company is able to reach wider
audience and sustain the brand image. However, there is a positive influence of using SMM
within a brand image because if company keep posting new products image and discount then it
affect the customer’s behaviour positively. Most of the companies also faces different challenges
which include lack of expertise, negative comment from the people affect the brand image.
Moreover, through research methodology, scholar able to derive better outcome because the
entire study is based upon qualitative and primary data collection methods that support the
business to understand the loophole of the company and then make effective decision. Social
media marketing allow the companies to gain a better level of customer experience in respective
target market. The role of social media platforms such as Facebook, Instagram and many other is
to establish a proper communication between the people and the organisation.

ACKNOLWEDGEMENT
I would like to thank University who offer me an opportunity to perform research on this topic.
I would also show my gratitude towards the teachers who always support me to solve my query
and meet the objectives.
I would also thank my parents who support me economically and non-economically so that I can
perform the research in effectively manner.
Last but not the least, I would like to thank my friends who always ready to help me in the
project and that is why, I am able to complete the entire dissertation effectually.

TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................2
ACKNOLWEDGEMENT...............................................................................................................3
TABLE OF CONTENTS..............................................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................6
Background to the research..........................................................................................................6
Organisational background..........................................................................................................6
Significance of the research.........................................................................................................7
Statement of the purpose..............................................................................................................8
Aim and objectives......................................................................................................................8
Research Questions......................................................................................................................8
Structure of the dissertation.........................................................................................................9
CHAPTER 2: LITERATURE REVIEW.......................................................................................11
Introduction................................................................................................................................11
Theme 1: concept of social media marketing (SMM)...............................................................11
Theme 2: Different SMM tools used by the retail sector to increase customer satisfaction.....13
Theme 3: influence of SMM on Morrison’s customer satisfaction level..................................15
Theme 4: challenges faced by marketers while using SMM into the business area..................16
Conclusion.................................................................................................................................18
CHAPTER 3: RESEARCH METHDOLOGY..............................................................................19
Introduction................................................................................................................................19
Research type.............................................................................................................................19
Research approach.....................................................................................................................20
Research philosophy..................................................................................................................20
Data collection...........................................................................................................................21

Sampling....................................................................................................................................21
Data analysis..............................................................................................................................22
Ethical consideration..................................................................................................................22
Research limitation....................................................................................................................23
Research validity and reliability................................................................................................23
Summary....................................................................................................................................23
CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................24
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................36
Summary....................................................................................................................................36
Recommendations......................................................................................................................37
REFERENCES..............................................................................................................................40
APPENDIX....................................................................................................................................45
Questionnaire.............................................................................................................................45

Title: An investigation to determine the impact of using social media marketing on the
customer satisfaction level within UK retail sector: A study on Morrison Plc.
CHAPTER 1: INTRODUCTION
Background to the research
In this current era, UK retail sector is growing with a high pace that assist to raise
country’s economy and development. As the pandemic also affected the entire industry in
negative manner, so retailers find different ways that assist to promote the business product at
next level in order to improve the sales (Li, Larimo and Leonidou, 2021). It has been analysed
that with the rise in technological advancement, companies are already uses different
promotional strategies pertaining to social media which include Facebook, twitter, Instagram etc.
Thus, social media marketing can be defined as a strategy which help company to grab new
opportunity related to sales improvement and brand awareness. Like, companies spend billions
of digital ads per year in order to attract the customers (What Is Social Advertising & How Does
It Impact My Sales? 2022). So, it is reflected that with this help of this tool, company can also
back on their track that assist to improve the brand image in a market. However, some negative
or bad reviews also affected the customer choice and this in turn causes decreases in sales. This
entails that social media marketing plays an important role in the business performance and that
is why, business needs to adopt such marketing tools which in turn assist to sustain the brand
image and improve the overall financial performance as well.
In addition to this, it can be also stated that with the help of different marketing tools,
company increases the awareness and let them engage towards an existing customer (Wibowo
and et.al., 2021). Along with this, businesses also reach new ones that assist to promote the
culture and mission. That is why, the present dissertation also helps to create awareness related
to SMM and how this assist to raise the customer satisfaction level. For that, qualitative study
will be used which in turn assist to create a better outcome and meet the research aim and
objectives as well.
Organisational background
The entire study is based upon the Morrison that deals in retail sector and provide range
of products to their customers at reasonable rates. The company is considered as a fourth largest
chain in supermarket within UK which reflected that it has a strong customer base (Evans,

Bratton and McKee, 2021). The cited firm founded in 1899 by selling small products, but year
after year company keep added new products by analysing the need of customers that helps to
sustain the brand image at global level. In addition to this, company is already dealing with range
of marketing tools which include Social media marketing, digital marketing, SEO etc. The sales
of the company keep increases in further years except 2020 due to pandemic. Also, due to strong
financial base, company also uses acquisition strategy where in 2004, it acquired Safeway to
create a strong presence in Southern England. Though there were many issues faced by the
company during acquisition and this in turn causes loss to its financial performance.
With the rise in advance technology, it has been analysed that company keep promoting
its products by using advertisement, but pandemic change the entire sales strategy. It is so
because, Morrison now focuses upon different online marketing tools because 90% of the people
uses social media marketing and this in turn assist business to let other know about new offer
easily. Hence, with the help of this study, company understand up to what level, customers are
satisfied within the offered social media marketing tools so that further strategy can be
implemented accordingly.
Significance of the research
The present dissertation is beneficial to Morrison because by conducting primary
research, it will help to understand whether the customers are satisfied with marketing strategies
opted or not. Along with this, company also ascertain different challenges faced by customers
and then implement the strategies to overcome the same (Nyagadza, 2021). This in turn help the
business to create a brand image at global level and generate a strong customer base as well. On
the other side, another significance of this study is towards a retail sector because other
competitors also understand the importance of SMM and implement the same within a business
area so that company’s brand image can be sustained effectively.
In addition to this, the present research will be beneficial to other scholars who want to
conduct the study on similar topic because they can use the content and understand the concept
effectively. Moreover, they can also use the information as a secondary research so that they
develop a good understanding and able to meet the defined objectives as well. Therefore, it can
be stated that this research is beneficial to readers in order to ascertain the importance of SMM
on customer’s satisfaction level.

Statement of the purpose
The reason for conducting the research is such that scholar have their own interest and
with the help of this, the concept of SMM determined that will be beneficial for the future. As
per the current era, it has been analysed that marketing is the only tool which help the company
to reach new customers and generate sales. Also, with the study on this topic, investigator also
raise the knowledge which in turn contribute to future study as well as raise academic interest as
well. So, it can be stated that with the help of this study, scholar determine the ways through
which company can increases their brand image by implementing different SMM tools.
Moreover, the research also contribute to understand the customer satisfaction level by analysing
marketing techniques so that their decision making process might be affected in positive manner.
Aim and objectives
The aim of the research is to examine the impact of using different social media
marketing tools on Morrison customer satisfaction level.
Objectives:
 To develop understanding regarding the concept of social media marketing (SMM)
 To examine different SMM tools used by the retail sector to increase customer
satisfaction.
 To assess the influence of SMM on Morrison’s customer satisfaction level.
 To examine the challenges faced by marketers while using SMM into the business area.
 To recommend the best strategies pertaining to SMM that affect positively upon customer
satisfaction level.
Research Questions
 What is social media marketing?
 What are different SMM tools used by retail sector for customer satisfaction?
 What is the extent to which SMM tools influence Morrison’s customer satisfaction level?
 What are the challenges faced by the marketers while implementing SMM startegies?

 What are different strategies used by company related to SMM to increase positive
impact over customer satisfaction level?
Structure of the dissertation
The current structure of the dissertation comprises with five different chapters that helps
to meet the defined aim and these are as mentioned below:
Chapter 1: Introduction: It is the first section of a dissertation which entails about aim
and objectives. Here, researcher present the background of the research which examine why the
research is important to carry out. Also, research questions and objectives derived on the basis of
aim so that effective outcome can be generated. Further, the structure contains organisational
background which entails about company’s overview and also present the importance of the
research.
Chapter 2: Literature review: Under second chapter of the research, scholar conduct
secondary research by using different online website and books. In this section, scholar derive
different themes on the basis of research objectives so that the can be derived. Also, it addresses
the gap in a literature in order to reflect new views so that it builds on and strengthens the
existing knowledge. Apart from this, with the help of theory and knowledge, scholar also helps
to create awareness about different SMM tools within chosen company.
Chapter 3: Research methodology: The methodology chapter entails about how scholar
will conduct the research so that it allows reader and other scholar to ascertain its validity. This
chapter include different research methods which include research type, approach, philosophy,
data collection methods etc. Therefore, with the help of this section, investigator is able to
determine the outcome and suggest company to use effective SMM tools within a business that
aid to improve the brand image at global level.
Chapter 4: Data analysis: One of the most important chapter in the dissertation because
it is entirely based upon primary and fresh research. With the help of this section, scholar present
the findings in presentable manner by using charts, tables. Also, different themes will be
designed in order to understand the impact of using SMM methods upon customer satisfaction
level. This section assists to analyse whether Morrison successfully use this tools to attract
customers or not.

Chapter 5: Conclusion and recommendations: Last chapter which summarise the key
findings of the entire research. In this, different themes can be designed which concluded
whether there is a positive or negative impact of using SMM upon company’s customer
satisfaction level. Along with this, different suggestions will be provided that entails the
company should use this method which help to improve the overall performance of a company in
this competitive market.

CHAPTER 2: LITERATURE REVIEW
Introduction
Literature review is an overview of all the previous published work on a specific topic.
With the help of this, scholar understand current research in a particular manner before carrying
out new investigation. Also, the research identifies new ways in order to interpret prior research
and reveals any gaps that might be exist in a literature. Hence, in the present section, scholar will
select different books, journals pertaining to social media marketing in order to answer the
research questions. In addition to this, different themes will be derived on the basis of defined
research objectives that helps to determine whether the selected aim is met or not. Further, the
current section will assist to develop a deep understanding about SMM and different tools used
under it.
Theme 1: concept of social media marketing (SMM)
As per the view of Dwivedi and et.al., (2021) SMM is all about interactions among
people in which they create, share as well as exchange information either virtually or physically.
The concept was introduced by Andrew Weinreich in 1997, but was popular until 2003.
Therefore, it has been analysed that the main purpose of social media is to build a brand image of
a company and increases brand’s visibility in a market. Jacobson, Gruzd and Hernández-García
(2020) critically argued that social media marketing is a digital tool which allows users in order
to create as well as share content with public. That is why, there is a strong relationship between
business’s success and use of social media marketing. Apart from this, with the changing
environment, most of the companies focuses upon this tool in order to create a better outcome.
After introduction of SMM, tools had also describe in which different platform used to attract the
customers towards it. Along with this, it can be stated that it is a form of communication where
online communities are used in order to share information and other content.
Chatterjee and Kar (2020) explained in their study that with there are many marketing
tools launch in each year and it is vary from company to company in order to use the same that
help to improve the sales of a company. There are many theory used under social media in which
the author introduce the way to present and its main objective is to identify the thinking of
people, then produce the same into the business. Mason, Narcum and Mason (2021) investigated
in their study that people use social media services in order to present themselves in better way

as compared to actual they are. Thus, the online identity of people is more imaginative than
originality. Theory also stated that a shot message style is also easily influence other by using a
hashtag that allow to attract range of customers towards them. Also, secondary study entails that
social media help people to introduce new things into market so that range of people will be
attracted and it generate a better outcome for the sales of a company as well. However, there are
many marketing tools used by the company which in turn causes positive impact over the
business, but use of SMM will be more beneficial to grab attention of many customers.
Another theory is social exchange theory which is originated from sociology studies
that exploring exchange between individual or small groups. The theory is cost benefit
framework and help to create a strong bond between people so that exchange of communication
can be performed. The theory state that individual engage in different behaviour so that they find
rewarding and also avoid behaviour that divert their mind as well. The way through which the
new idea communicates with other help to improve the business performance and provide
monetary benefit as well. This assist to reflect the symbol of approval or prestige for a company
and they derive better result for the business success as well. Kayumovich and Kamalovna
(2019) supported that the theory mainly engage in two points which are an unexpected gain in
reputation that influence on others, whereas an anticipated reward that help to improve their
engagement towards a company that causes direct impact over the sales of a firm. It has been
critically examined that people do not always act in self-interest ways and due to lack of
sufficient theoretical precision, marketers do not use the theory.
The above theory helps marketers to have a strong interaction between a user and
organisation, also this assist to meet the aim and increase profitability of a business. So, it has
been analysed that with the help of adopting the theory, company can improve the business
performance which in turn cause positive impact over the brand image. On contrary note, it has
been identified that Chen and Lin (2019) as social beings, people consciously perform identities
for self-seeking purpose and this in turn cause adverse impact over the business. Beside this,
there are different tools used by the company which in turn cause positive impact over business
such as Facebook, Twitter, Instagram, SEO etc. Hence, adopting such tools into the workplace
will assist to create a better outcome and increase the brand image by involving range of
customers towards it.