The Impact of Social Media Marketing on Brand Image: M&S UK Study

This report investigates the impact of social media marketing on the brand image of businesses, specifically focusing on Marks and Spencer (M&S) in the UK. The research employs a descriptive and exploratory design, utilizing qualitative methods and collecting both primary and secondary data. Primary data was gathered through questionnaires, while secondary data was sourced from books, journals, and online articles. A sample of 30 consumers was selected using probability sampling. The study's findings indicate a significant role for social media marketing in shaping and enhancing brand image. The report includes an introduction outlining the research problem, aims, and objectives, followed by a literature review examining the significance of social media marketing and brand image. The methodology section details the research philosophy, design, approach, and data analysis techniques. The data analysis chapter presents the findings, and the conclusion and recommendations chapter summarizes the key insights and suggests strategies for improving brand image through social media marketing within the context of M&S.

Impact of social media
marketing on brand image of
business: A study on Marks and
Spencer UK

ACKNOWLEDGEMENT
I owe my deepest gratitude to my mentor who inspired and guided me with his wisdom
and knowledge. His commitment to the highest standards motivated me to carry out the entire
dissertation in the right manner. I would express sincere thanks to my family members and
friends who provided me immense support throughout the entire research work. I would also like
to thank my colleagues and team members who helped me in gathering the data for the study and
its analysis.

ABSTRACT
Social media is playing a vital role in developing brand image of the company. Easy and fast
medium is provided by social networking sites for creating brand promotions and advertisement
of business. Along with this use of social networking sites proves boon for the business and it
helps for making the consumers aware about the products and services that are offered by the
company. The present research has been conducted with the objective to assess the impact of
social media marketing on the brand image of the business. Research has been developed on the
basis of descriptive and exploratory research design.
Along with this for carrying out the study qualitative methods have been used. Two types
of data has been collected and it includes primary data and secondary data. Primary data has
been collected by preparing a questionnaire and secondary data has been collected from sources
such as books, journals, online articles and websites. Probability sampling has been used and in
this respondents have been selected through simple random sampling. Sample size for this study
is 30 consumers. Qualitative analysis of data has been done and theic technique has been used
for carrying out the study. It has been found that social media marketing plays a significant role
in developing and designing brand image of the business.

TABLE OF CONTENTS
CHAPTER 1- INTRODUCTION ...................................................................................................5
Overview......................................................................................................................................5
Research problem .......................................................................................................................6
Aims and objectives.....................................................................................................................7
Research questions ......................................................................................................................7
Dissertation structure ..................................................................................................................7
Chapter 3: Research methodology ..................................................................................................9
Introduction .................................................................................................................................9
Research philosophy ...................................................................................................................9
Research design ........................................................................................................................10
Research approach ....................................................................................................................11
Research type ............................................................................................................................11
Data collection method .............................................................................................................12
Research instrument used .........................................................................................................12
Sampling ...................................................................................................................................13
Data analysis .............................................................................................................................13
Validity and reliability ..............................................................................................................14
CHAPTER 4- DATA ANALYSIS................................................................................................15
Introduction ...............................................................................................................................15
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................38
CONCLUSION .............................................................................................................................38
REFERENCES .............................................................................................................................40

CHAPTER 1- INTRODUCTION
Overview
In today’s competitive scenario, the success of a business organization depend on
marketing to a great extent. It defines the efforts undertaken by an organization to make the
consumers aware about its products, their features, novel changes in their schemes etc. This is
essential to ensure that the existing as well as the potential customers possess updated
information about the organization (Strydom, 2015). Social media marketing has emerged as a
platform that provides various websites to the organization for efficient and wide scale
promotion of their products. It is the process through which traffic can be gained by the
organizations through the use of various social media sites. There are two platforms that are
provided by social media marketing, namely, social networking websites and mobile phones.
Social networking websites present an excellent method for the business, individuals and all
types of other organizations with which they can interact and build relationships online
(Cummins, Loe and Peltier, 2016). These sites provide the opportunity to the consumers as well
as the organizations to interact directly with each other. Mobile phone is another way through
which social media marketing can be undertaken by organizations. This is because maximum
users of social media sites have their social media accounts on mobile phones. In this way, social
media marketing enables the organizations to reach a large audience and communicate specific
details regarding its products and services (Simpson, 2013).
The present study makes an attempt to assess the impact that social media marketing has
on brand image of Marks and Spencer. It is a British Multinational retailer that utilizes social
media marketing platform for engaging with its customers. These marketing campaigns have
provided significant increase in sales to the organization. M & S utilizes Twitter and Facebook to
obtain views and opinions of the customers about its products. The consumers are encouraged to
create a story about the products on Facebook (Baldwin, 2014). In this way, the organization
realizes the importance of following customers on social media.
Customers create a unique bundle of associations regarding organizations within their
minds. This is the concept of brand image which is defined as the current view that customers
have about a brand. Various advertising campaigns that are focused on a consistent themes lead
to the development of brand image over time (Cummins, Loe and Peltier, 2016). However,
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authentication of this image takes place when customers have direct experience associated with
it. A strong brand image is considered as one of the most important factors behind attracting and
retaining more customers. It impacts the decision making process of the customers by shortening
it and thus helps in quick purchase of the products. In retail sector, brand image is of prime
importance owing to the fierce competition prevailing in the sector. Further, retail sector is also
experiencing shifts in the customer demands and preferences (Domegan and et.al., 2013). This
scenario calls for the organizations to improve their brand image so as to keep abreast with the
competitors in terms of customer base.
In the present dissertation, the impact of social media marketing on the brand image of
organizations has been assessed in the context of Marks and Spencer. The dissertation will
explore the concept of social media marketing and various aspects associated with it in detail.
Also, the concept of brand image will be analysed. Further, the social media marketing methods
used by Marks and Spencer will be identified. The dissertation will explore the ways in which
social media marketing impacts the band image with respect to Mark and spencer. Lastly,
strategies to improve brand image through social media marketing will be recommended in the
context of M & S. In order to obtain detailed information about the subject matter, an organized
approach will be adopted by the researcher. Data will be collected about social media marketing
and this will be linked to the impact on brand image with respect to Marks and spencer.
Research problem
Organizations in the retail sector employ a number of methods for marketing their
products and service. Social media marketing is one of the most used method among them. A
number of social media sites such as Facebook, Instagram, Twitter etc. are utilized by the
retailers for engaging with their customers as well as for raising awareness about their products
among large number of existing and potential customers (Kleinaltenkamp, Geiger and Plinke,
2015). However, it is important to determine the ways in which the social media marketing
methods influence customers. M & S is a multinational retailer and faces tough competition with
the other retail brands. It utilizes social media sites for refining its marketing efforts but these
need to be channelized in the right direction so as to generate positive effects on the brand image
(Simpson, 2013). In this regard, it is necessary for M & S to determine the influence of social
media marketing on consumers and the way they perceive the brand. Thus, this dissertation is
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being carried out with the purpose of assessing the impact of social media marketing on brand
image of Marks and Spencer.
Aims and objectives
Aim: To assess the impact of social media marketing on brand image of business: A study on
Marks and Spencer UK
Following are the objectives of the dissertation:
 To understand the significance of social media marketing in modern era
 To study the concept of brand image
 To assess the ways in which social media marketing impacts the brand image of M & S
 To recommend the effective ways through which Marks and Spencer can improve its
brand image through social media practices
Research questions
For the present research, the following research questions have been formulated:
 What is the significance of social media marketing in modern era?
 What is the concept of brand image?
 What are the ways in which social media marketing impacts the brand image of M & S?
 What are the ways through which Marks and Spencer can improve its brand image
through social media practices?
Dissertation structure
A sequential pattern is required to be followed while carrying out the research. This assists in
better presentation of the research and the various aspects associated with it. The following
chapters depict the structure of the dissertation: Chapter 1: Introduction- This chapter will provide an overview of the research being
undertaken and the context of the work. The aims and objectives will be established in
the introduction chapter. Chapter 2: Literature review- In this chapter, an outline of the previous work undertaken
on the topic will be provided. The viewpoint of different authors will be critically
evaluated.
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 Chapter 3: Research methodology- This chapter provides details about the research
methods that will be adopted for carrying out the study. It provides details about, research
design, philosophy, data collection and analysis, sampling methods, ethical issues,
limitations of research and validity and reliability (Baldwin, 2014). Chapter 4: Findings and analysis- In this chapter, the data collected will be analysed by
using various techniques.
 Chapter 5: Conclusion and recommendations- This chapter will provide conclusion on
the basis of the findings obtained in previous chapter. Further recommendations will be
provided linked with the conclusion.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
 After the chapter of introduction, the most important part of dissertation, that is,
literature review (LR) is the next section. LR is considered to be the major part as here
data from various secondary sources is collected on the basis of which scholar makes the
final conclusion in an accurate and reliable manner. Literature review involves current
knowledge including substantive findings along with contribution that is theoretical as
well as methodological. Literature review is entirely based on secondary sources where
information from different books, journals of various authors, published material as well
as online articles based on the subject of study is taken and through evaluating the same,
proper conclusion and recommendations are made. Therefore, it can be said that accuracy
and relevancy of research is based on this chapter where it depends on the quality of
information collected by the researcher. Here, no original experimental work is done
every data is taken from secondary sources only. With the help of literature review,
scholar gains a lot of help to focus on the research question gain in-depth knowledge
about the same. In this chapter, available high quality data on the topic is study is
identified, appraised, selected and synthesized. Under this section, different arguments of
distinct authors are taken and evaluated on the basis of which justification and final
conclusion is made. LR involves discussion about published information on the topic of
study. It can be said that a summary of data gained from all secondary sources is stated to
which a new interpretation is given. In the present research, data and different arguments
of distinct authors will be given on the basis of assessing impact of social media
marketing on brand image of Marks and Spencer.
2.2 Significance of social media marketing
 In the words of Vinerean and et.al., (2013) in the present scenario, social media
marketing is becoming highly popular and one of the most significant marketing
strategies by which firms are gaining high assistance in gaining higher profits and
revenues and thus, it is leading to a build a positive brand image of business in the
market. Along with that, it has been seen that now-a-days, firms are able to attract a large
number of customers with the help of doing marketing on social media. Due to
emergence of globalisation, now organisations are required to operate beyond the

geographical boundaries which has become one of the main reasons to do marketing on
social media as dealing with the operations effectually at distinct locations is not possible
without the same. According to Ward, (2011) social media provides field comments,
questions as well as concerns with respect to the target audience on immediate basis.
Social media can also be taken as an important part of any content marketing plan.
Earlier, with traditional techniques, it was not possible for the marketers to reach at a
large audience within short span of time but in today’s era, they can do the same and
satisfy customers to a high extent. In the present scenario, with the help of social media,
organization is able to attract a wide audience through spreading the word with click of
button. It can also be assessed that currently, social media is having high portion of
referral traffic over the web which shows that the information given on the site is related
to brand as well as the interest of audience (Ward, 2011). Therefore, it can be said social
media marketing has a direct and huge impact on the brand image of business run by
Marks and Spencer.
 In accordance with the views of Wollan, Smith and Zhou, (2010) social media marketing
can be termed as a method through which customers can be made aware regarding social
networking portals. As in today’s globalised world, where there is intense competition in
between firms, use of technology as well as communication has also enhanced to a high
extent. With the same, buying and selling scenario of firms has modified as well as
increased at a large scale that is ultimately rendering higher profits and revenues along
with high customer base. Also, it can be critically evaluated that internet plays a crucial
role in reaching to billions of individuals around the world and offers online word of
mouth publicity that is a dominant voice even at distant reach (Wollan, Smith and Zhou,
2010). However, according to Xiang and Gretzel, (2010) firms through social media
marketing mainly focus on the efforts made for developing content to shown on the sites
as it should be done in such a way that attention of maximum audience will be easily
grabbed as well as sale of products and services of company will be increased to the
highest possible extent. For the same, social media and search engine marketing prove to
be the effective means by which traffic on the web page can be attracted and enhanced
that will lead to brand recognition and communication done by organisation with the
prospective customers (Xiang and Gretzel, 2010). Therefore, it can be said that with

effectual use of social media and through making proper efforts for marketing the
products and services of company through this means, brand image of Marks and Spencer
can be improved to a high extent.
 As per the views of Zimmerman and Ng, (2015) social media as a tool is most commonly
used by businesses in the modern era. Further, it supports company in developing
awareness in the market and in turn customers can easily know about the range of
services offered. Further, by using this tool, brand image of business can be enhanced
easily and this becomes favourable in the near future also. It can be said that with the
effectual use of social media and doing marketing with the same, firms can gain
competitive advantages over others and thus, they can stay in the competition for longer
span of time. Therefore, it shows that if company promotes its products and services with
the help of doing marketing on social media, it can stay in the market with sustainability
and enjoy the benefits for longer period of time (Zimmerman and Ng, 2015). Apart from
this, social media marketing has a wide coverage where it becomes easy for enterprise to
promote its product at the global level. However, Poole, (2011) argued that, without
using this tool, it becomes difficult for company to sustain in the market and it leads to
decline in the level of performance of firm. It is because; if firm will not be on social
media and would not use this tool for marketing, then to make customers aware with the
brand at a large scale would not be possible as well as competitiveness of business would
not be there. In addition to this, customer base will also be reduced as now-a-days,
maximum companies are using social media marketing and thus, firms that are not using
the same may have to lose their customers and other competitor firms would attract them
towards their products and services. Moreover, implementation of social media practice
is not at all costly for business and sites such as Facebook, Twitter, etc. and can be easily
used for sharing information with target market (Poole, 2011). Therefore, using social
media marketing will be helpful for Marks and Spencer as at a low cost, brand image of
business will get improved as well as goodwill of the firm would get raised.
2.3 Concept and importance of brand image
 Michaelidou, Siamagka and Christodoulides, (2011) say that the brand image is what the
people think about a brand or the manner in which customers perceive the brand that
according to them should be subjectively. It can be said that brand image in the minds of

target audience is developed and formed by the way of various brand associations which
are like attributes, benefits and attitudes. Major attributes that customers want to be in the
products and services offered by the organisation are like price, packaging as well as user
and usage imagery. Here, price is considered to be the most important attribute which is
non-product-related because of the reason that it has a direct and big relation the
perceived value and worth of brand. However, packaging and appearance of products are
also considered as non-product related attributes as they do not justify the way in which
product will perform in the market. But still, to some extent, it affects the brand image as
when packaging is attractive then many people gets attracted just on the basis of
appearance of the same (Michaelidou, Siamagka and Christodoulides, 2011). Apart from
that, user and usage imagery are created as a result of experience gained by customers
either by the way of word of mouth or through the manner in which target market is
depicted in brand advertising done by the organisation.
 Along with that, it can be critically assessed in accordance with Qualman, (2010)
consumers always want a product or service to render them functional, experiential as
well as symbolic benefits in against to the cost they spend on the same. Here, functional
benefits can refer to the advantages that prove to be helpful in fulfilling the basic needs of
people as well as by which an issue or a problems can be either removed or avoided.
However, experiential benefits state about the needs of customers like sensory pleasure,
variety and cognitive stimulation through which can be satisfied if these will be there in
the products or services offered by firm as through the same, they will get experience
about using a product or service. Along with that, symbolic benefits refer to the
functional and experiential benefits both that are not linked with the product’s attributes
but have an impact on the same (Qualman, 2010). If all these benefits will be provided by
Marks and Spencer in their offered products and services to the target customers, it will
justify that they are having a positive brand image in the market.
 Therefore, Saravanakumar and SuganthaLakshmi, (2012) says that to survive in the
market in the long run, it is highly important for the organization to run business in a way
that it will be able to create a positive as well as strong brand image so that a competitive
edge over other rivalry firms present in the market can be gained. It can be critically
analyzed that if companies would not maintain a positive brand image in the market, they