Analyzing Social Media Marketing Impact on Volvo's Brand Awareness

This report investigates the impact of social media marketing on brand awareness within the UK automotive industry, with a specific focus on Volvo. The research aims to understand the role of social media platforms in enhancing brand visibility and explores the strategies Volvo employs to leverage these platforms. The study outlines the rationale for examining this topic, highlighting its relevance for students seeking to deepen their understanding of digital marketing and for researchers interested in data collection and analysis techniques. It identifies the advantages of social media marketing, such as increased inbound traffic and improved search engine rankings. The research objectives include developing a basic understanding of social media marketing, determining its impact on Volvo's brand awareness, examining ways to increase brand awareness, and evaluating potential challenges. The report concludes by posing key research questions related to these objectives, setting the stage for a comprehensive analysis of social media marketing's effectiveness in the UK automotive sector.

TO IDENTIFY THE IMPACT OF SOCIAL MEDIA
MARKETING IN INCREASING BRAND AWARENESS WITHIN
UK AUTOMOTIVE INDUSTRY
1

Contents
INTRODUCTION...........................................................................................................................3
RESEARCH RATIONALE.............................................................................................................3
BACKGROUND OF THE RESEARCH........................................................................................3
RESEARCH AIM............................................................................................................................3
RESEARCH OBJECTIVES............................................................................................................4
RESEARCH QUESTIONS.............................................................................................................4
REFERENCES................................................................................................................................5
2

INTRODUCTION
Social media marketing is an effective tool used by organisations for promoting their brand
in the marketplace (Bilgin, 2018). There are various platforms of social media such as Facebook,
Instagram, Twitter and many others. All these are main platforms that are beneficial and useful
for the company in achievement of competitive advantages within minimum time period. There
are also various advantages of using social media marketing for the company such as increased
brand awareness, more inbound traffic, improved search engine rankings, higher conversion rate
and many others (Ebrahim, 2020).
RESEARCH RATIONALE
The rationale behind doing this research is to identify the impact of social media marketing
in increasing brand awareness of UK automotive industry (Laksamana, 2018). The current
research is essential for the various stakeholders named are researcher, students and Volvo. For
students, present study is essential for them by enhancing their knowledge or understanding
about the impact of social media marketing in increasing brand awareness of UK automotive
industry. For the researcher, this research is highly beneficial by them by improving its data
collection, decision making, time management and many other research skills (Langaro, Rita and
de Fátima Salgueiro, 2018).
BACKGROUND OF THE RESEARCH
In this research, Volvo is a selected Swedish multinational company that is specialising in
manufacturing Luxury vehicles. The company is founded in 1972 by Li Shufu and Håkan
Samuelsson. The company is headquartered in Gothenburg, Sweden. The social media marketing
is important for the company by increasing awareness about their band in marketplace (Zollo,
Filieri, Rialti and Yoon, 2020). There are various advantages that an organisation gained by
using social media marketing such as increased business performance, improved business
operations, increased sales, increased number of customers and many others. All these has a
positive effect on them to attain competitive advantages in a successful manner.
RESEARCH AIM
The aim of the current study is “To identify the impact of social media marketing in
increasing brand awareness of UK automotive industry”: A study on Volvo
3

RESEARCH OBJECTIVES
 To develop basic understanding about the social media marketing along with its types
used within UK automotive industry
 To determine the impact of social media marketing in increasing brand awareness of
Volvo
 To examine the ways that Volvo could be used for increasing brand awareness in market
place
 To evaluate the challenges that would be faced by Volvo because of poor brand
awareness in marketplace
RESEARCH QUESTIONS
 What is the concept of social media marketing along with its types used within UK
automotive industry?
 How social media marketing has impacted in increasing brand awareness of Volvo?
 What are the ways that Volvo could be used for increasing brand awareness in market
place?
 What are the challenges that would be faced by Volvo because of poor brand awareness
in marketplace?
4

REFERENCES
Books and Journals
Bilgin, Y., 2018. The effect of social media marketing activities on brand awareness, brand
image and brand loyalty. Business & management studies: an international
journal, 6(1), pp.128-148.
Ebrahim, R.S., 2020. The role of trust in understanding the impact of social media marketing on
brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), pp.287-308.
Laksamana, P., 2018. Impact of social media marketing on purchase intention and brand loyalty:
Evidence from Indonesia’s banking industry. International Review of Management and
Marketing, 8(1), pp.13-18.
Langaro, D., Rita, P. and de Fátima Salgueiro, M., 2018. Do social networking sites contribute
for building brands? Evaluating the impact of users' participation on brand awareness
and brand attitude. Journal of Marketing Communications, 24(2), pp.146-168.
Zollo, L., Filieri, R., Rialti, R. and Yoon, S., 2020. Unpacking the relationship between social
media marketing and brand equity: The mediating role of consumers’ benefits and
experience. Journal of Business Research, 117, pp.256-267.
5