Impact of Social Media Marketing on Brand Recognition: Woolworths

This report investigates the impact of social media marketing on brand recognition, focusing on Woolworths, a retail supermarket in Australia. It explores the concept of social media marketing, the importance of brand recognition, and the link between the two. The report poses research questions to d...Read More

IMPACT OF SOCIAL
MEDIA MARKETING ON
BRAND RECOGNITION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PROBLEM STATEMENT..............................................................................................................2
RESEARCH OBJECTIVES / RESEARCH QUESTIONS.............................................................2
JUSTIFICATION OF THE RESEARCH........................................................................................3
EXPECTED OUTCOME OF THE RESEARCH...........................................................................3
CONCEPTUAL FRAMEWORK AND HYPOTHESIS DEVELOPMENT..................................1
Concept of social media marketing........................................................................................1
Importance of brand recognition in Woolworth.....................................................................1
Link between social media marketing and brand recognition for Woolworth.......................2
Recommendation of effective strategies of social media marketing for effective brand
recognition in chosen enterprise.............................................................................................2
Hypothesis development........................................................................................................3
METHODOLOGY..........................................................................................................................4
Research approach and sources of data..................................................................................4
Proposed data collection and analysis techniques..................................................................4
Organisation of the study........................................................................................................5
Budget, project activities and Gantt chart..............................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Social media marketing plays an important role in every business. It is the use of social
media platform or different websites which are used in order to promote products and services of
a company. Further, social media become a popular key aspect for a business-man as well as
researchers. Basically, it is used to let people know about new products but many companies also
use social media platform to track the progress and success of a firm. Managers and leaders of a
company also uses variety of social media platform in order to promote their best products and
services in the market Bloom, Hussein, & Szykman, (2018). To make their brand best, company
uses social platform such as websites, Facebook, Advertisements and Internet etc. The topic of
this report is about impact of social media marketing on brand recognition such that it creates
positive impact upon company's profitability and productivity. In order to build strong
relationship with customers, almost more than 60 % of the company in Australia are using
platform of social media because Internet helps to reach variety of peoples in order to maximizes
company's profit. Social media marketing assist to identifies sudden changes in the buying
pattern of a customers which help further to maximizes profit of a company.
In this growing competitive world, many companies are finding new strategies in order to
make their customers satisfied with their offered products and services. The report deals with
Woolworth which is a retail supermarket in Australia who offers variety of groceries and cloth to
their customers at low and affordable rates Middlestadt, Peyton, & Tjugum, B. (2018). Recently
the company start adopting social media as a promotional tool in order to attract wide range of
customers towards a quoted company that includes internet, websites and Facebook. Therefore,
the company come to know that in order to maximizes their profit as well as productivity, there
is a need to use social media as a promotional tool. Further to achieve the competitive advantage,
Woolworth also realizes that there is a need to focus on customers’ experience and it must be
attain by using proper social media. Therefore, listed company need to build strong
organizational culture that helps to attain all well-defined ways of social media marketing
strategy to complete the needs of their customers.
The present report helps to understand the importance of social media marketing on
brand recognition of Woolworth and introduction part of the project form Section 1 of this
research proposal. Section 2 and 3 is followed by problem statement, research objectives or
questions, justification of the proposed proposal with the expected results. Further, section 4 of
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this project consist of conceptual framework and research hypothesis precede by Methodology
where all the aims and objectives are further elaborated by using Literature review. In section 5
and 6 the report comprises organization of study, Gantt chart and the budget that must be carried
out with a proposal.
PROBLEM STATEMENT
Social media marketing is considered as one of the most effective marketing and
promotional tool for every company. In large as well as small companies, they consider social
media as most important aspect which provides incredible benefits which further helps to reach
variety of customers worldwide. Or in other terms companies uses this as a profitable source. But
on the other side, in this competitive world each and every firm uses this as a promotional tool
which become problem Flora, Schooler & Pierson, (2018). Competition is the biggest challenge
as it represents an active threat for Woolworth position and to keep improving company's
working environment, it is necessary to choose one social media platform out of many in order to
sustain in this competitive world.
Moreover, social media is considered as a systematic approach that helps to solve variety
of problems or it is a tool that helps to maximizes profitability as well as productivity of a
company. On the other hand, there is no exact research which shows that there may be any cons
of using social media. But Woolworth faces problem in the terms of competition by using this
social media marketing in order to achieve competitive advantage, listed company did not know
exact social marketing strategy to satisfy their customers’ needs Andreasen (2018).
RESEARCH OBJECTIVES / RESEARCH QUESTIONS
Aim: “To determine the impact of Social Media Marketing on brand recognition – A
study on Woolworths”.
The focus of this report is on retail sector and analysis is based upon following research
questions which are listed below:
Research Question 1: What do you understand by the concept of Social Media Marketing?
Research Question 2: How did you identifies the importance of brand recognition in
Woolworths?
Research Question 3: Will there be any link between social media marketing and brand
recognition of Woolworths?
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Research Question 4: What are the effective strategies of social media marketing for an
effective brand recognition of Woolworths?
JUSTIFICATION OF THE RESEARCH
By taking reviewing of variety of articles, it is found that the research study is conducted
in order to provide positive impact of social media in retail sector. There was a limited study on
this study that is why, researcher chooses social media marketing on Woolworths. As Smith
(2018) studies showed that the impact of this draws a lot of attention of visitors and it further
helps to maximizes the profit of a company. I choose this topic because it further helps to
analyses the importance of social media in retail sector. Moreover, in Australia, still there are
some companies who did not uses this as a promotional tool so by conducting this project report,
it will help them to determine the exact importance of social media marketing in retail sector.
The main rationale behind this study is to addressing the gap in literature as well as in retail
industry and this can be identified by using this project report. The rationale of this study is that
research have their own interest to search and collect information related to the topic and through
this proposal, users will come to identify different problems which they may overcome while
conducting next research project.
EXPECTED OUTCOME OF THE RESEARCH
In this research project, all the questions are identified and this are answered on the basis
of data collection, findings and analysis, these are carried out in the same structure. For retail
sector, many businessmen use this social media in the terms of increases their visibility with their
customers and to make their brand image in market. Further this project will helps end users to
build brand awareness and creates multiple online communities in order to filled them with
variety and valuable information so that their customers will be repeated day by day Goldberg,
Fishbein & Middlestadt (2018). The research output of this proposal will be viewed as an
important academic work for the problem that is stated above and that can be minimized or
identifies by this research proposal. Moreover, this project will also provide benefit for all end
users in their future such that helps to identifies various problem which a researcher finds while
collecting information at the time of conducting research.
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CONCEPTUAL FRAMEWORK AND HYPOTHESIS DEVELOPMENT
Concept of social media marketing
As per the views of Ashley and Tuten, (2015), social media marketing considers
appropriate use of social media tools to create network in the market towards company products
and services. It provides way to companies to reach their new customers to accomplish mission
and vision with desired culture. Furthermore, it contains form of internet marketing which utilise
to accomplish goal and produce content and share with social network. It assists to produce
content that users share with social network. As a result, it assists to increase brand exposure and
broaden customer reach. On the other hand, Godey, Manthiou and Singh, (2016) stated that
social media marketing entails towards the sales of products and services with advertisement on
social sites such as Facebook, Twitter, etc. It revolves around creating original, free, content on
sites to generate effective brand. It is one of the important techniques which is used in business
for promotion of their brand. Therefore, in Woolworth it helps to increase traffic, leads and sales.
Importance of brand recognition in Woolworth
According to the views of Schivinski and Dabrowski, (2016), brand awareness is most
important in respect to launch new product and services. It drives on consumer decisions which
can differentiate between competing companies. This is also useful for marketing proactively
with social media sites. Good brand recognition also increases value of the enterprise which
provides perception of the enterprise towards customer services, reputation and advertisement.
With the help of technological influences, in all industries become increasing to develop
significant advantages. Beside this, Tuten and Solomon, (2017) stated that brand recognition also
important to increase customer awareness. As a result, maximum number of potential customers
attracted within the business environment. Therefore, it assists to increase several benefits to
make safe products. In corporate branding, wide range of products offers at particular time with
using social media marketing. It aids to create memorable impression on consumers which allow
to customers and clients to expect from the enterprise. There are several areas in which
considered with advertisement, customer service and promotional merchandise. Brand
recognition is main element that increase performances and customer attraction to deal with
several perspectives in the enterprise.

Link between social media marketing and brand recognition for Woolworth
In order to look on Barreda, Bilgihan and Okumus, (2015) views, it can be stated that
social media marketing and brand recognition of Woolworth has positive link. This is because, it
contains several activities which promoted to attain and gain desired results in systematic
manner. It plays vital role to create network and communication platform. It assists to improve
overall brand image with accomplishment of goals and objectives. In a branding blog, social
media marketing helps to increase customer loyalty so that it would be beneficial to develop
significant advantages. On the other hand, Yazdanparast, Joseph and Muniz, (2016) interpreted
that social media also influence to build relationship and connect customers to develop brand
image and performances. It increases visibility to attain more effective and desired results. It is
one of the important marketing techniques, that develop for brand promotion. Most of the
marketers use this platform which lead to develop significant advantages. With the help of
effective brand, it can be stated that opportunity increases to lead with customer requirements.
Hence, it is important to focus on development of brand recognition with several opportunities.
Recommendation of effective strategies of social media marketing for effective brand
recognition in chosen enterprise
According to the views of Jaakonmäki, Müller and vom Brocke, (2017), Woolworth need
to conduct audit which would be beneficial to assess success. In order to track social media
management tools, it can be stated that the chosen enterprise will easily develop significant
advantages to conduct test and assess effectiveness. With the help of new trends, channels can be
built to promote media. Furthermore, the chosen company should build successful relationship
with influencers so that it would be beneficial to attain overall goals and objectives. It assists to
develop social media strategy in successful manner. This will increase content plan to make sure
that biggest challenges easily face by the enterprise. Beside this, Tuten, T.L. and Solomon, M.R.,
(2017) argued that Woolworth should increase brand awareness which create authentic and
lasting awareness with promotional messages. Hence, they can look upon meaningful content.
Monitoring and listening is a specific keyword that are more efficient to target large number of
audience. Several retailers rely on social media marketing that assists to increase return on
investment. Goals are also performed to design and track creative work.
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Hypothesis development
Hypothesis 1 H° = Social media marketing does not impact on brand
recognition
H¹ = Social media marketing has the positive impact on brand
recognition
Hypothesis 2 H° = Social media marketing does not any impact on customer
awareness
H² = Social media marketing has the positive impact on
customer awareness
Hypothesis 3 H° = There is no significant link between social media
marketing and brand recognition
H³ = There is significant link between social media marketing
and brand recognition
Hypothesis 4 H° = There is no positive relation between social media
marketing and customer awareness
H4 = There is positive relationship between social media
marketing and customer awareness
Hypothesis 5 H° = There is no significant differences between retail
company marketing and their brand performances
H5 = There are significant differences between retail company
marketing and their brand performances.
Hypothesis 6 H° = There are no differences in social media marketing and
internet tools which used by Woolworth
H6 = There are differences in social media marketing and
internet tools which used by Woolworth
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METHODOLOGY
Research approach and sources of data
Research approach is plan that consist of variety of steps with broad assumption and it is
a detailed method of data collection and analysis as well as interpretation. It is divided in further
two sections:
Qualitative: this method is used to collect data by using survey and conducting
interview. Furthermore, this approach is uses by detail reading of secondary data which includes
concepts, themes and different models Qualitative research, (2018).
Quantitative: This is basically used at a time of statistical analysis in order to make
connection. This is based upon hypotheses and under deductive approach, it provides proper
specific information to the users.
For this research proposal, researcher take qualitative research approach because by
conducting survey, it can be clearly identified that whether the impact of social media will be
helpful for retail sector. It further focus on groups which assist Woolworths to identifies positive
and negative outcomes of social media marketing in retail industry. Sources of data comprises
variety of employees to whom survey is conducted and by asking different questions, researcher
comes to identifies that the impact of social media marketing will be helpful for a company or it
aid to maximizes the profit of a listed company.
Proposed data collection and analysis techniques
Population
The target population of the research project is employees of a quoted company. By
conducting survey, researcher come to know the impact of social media marketing in
Woolworths.
Sampling
It is a method that is used in statistical analysis where all pre- determines observations are
taken form the large mass of population (Sargeant & MACQUILLIN, 2016). By using sampling,
the cost will become lower and data collection will be faster in order to measure the entire
population.
Variables and analysis
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In respect to conduct present research, there is impact of social media marketing identify
on brand recognition. Therefore, Woolworth determines positive relationship which expected to
find importance of internet tools for their business. As a result, it contains qualitative information
through data analysis will be undertaken successfully. Furthermore, it also assists to significance
of present study which can be implement in further research (Godey, Manthiou and Singh,
2016). Therefore, it will help to focus on the appropriate conducting research with thematic
analysis. Along with this, literature review also ascertained to underlying different authors views
towards present study. As a result, it helps to find relevant information and data that helps to
implement valid outcomes.
Organisation of the study
In order to conduct present study, there are different chapters consider on which findings
can be successfully ascertained. They are as follows:
 Chapter one considers research proposal in which outlined of the whole assignment
considered. In addition to this, it contains blue print of whole study so that
appropriate working can be conduct for further research study (Barreda, Bilgihan and
Okumus, 2015).
 In chapter two major retail business and their work explained with using social media
marketing. With this regard, social media marketing implemented with different tools
and techniques that assists to find valid conclusion and results. As a result, significant
research can be implemented in whole program.
 In chapter three details of methodology explained that assists to determine valid
information and ideas from aim and objectives (Yazdanparast, Joseph and Muniz,
2016). With this regard, literature review, data series and survey conducted with
appropriate observation and key indicators of data analysis method.
 Within the chapter four, report includes findings and analysis of the whole proposed
research. Therefore, it contains appropriate study and outcomes.
 In chapter five summarised from data and findings includes with appropriate
discussion (Jaakonmäki, Müller and vom Brocke, 2017). Therefore, it can be
implemented in order to identify social media marketing and their implications to
improve results in the whole study.
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Budget, project activities and Gantt chart
In respect to conduct research, total budget requires $4500 to complete project in a
particular time period. Budget can be specified in following perspective:
Purpose Estimation of amount
Literature review $1200
Data collection $1300
Data analysis $2000
Total budget $4500
Project activities and schedule
Task
Mode Task Name Duration Start Finish Predecessors
Auto
Scheduled
Primary research towards
social media marketing 4 days Wed 10/3/18 Mon 10/8/18
Auto
Scheduled Literature review 7 days Tue 10/9/18 Wed 10/17/18 1
Auto
Scheduled Secondary data collection 8 days Thu 10/18/18 Mon 10/29/18 2
Auto
Scheduled
Information gathering
from retail sector business 12 days Thu 10/18/18 Fri 11/2/18 2
Auto
Scheduled Conceptual framework 3 days Mon 11/5/18 Wed 11/7/18 3,4
Auto
Scheduled Research report conduct 5 days Thu 11/8/18 Wed 11/14/18 5,3,4
Auto
Scheduled
Submission of final
report 0 days Wed 11/14/18 Wed 11/14/18 6
Auto
Scheduled
Analysis of the data with
qualitative tools 9 days Thu 11/15/18 Tue 11/27/18 7
Auto
Scheduled
Critical analysis of
qualitative data 8 days Wed 11/28/18 Fri 12/7/18 8
Auto
Scheduled Final submission 1 day Mon 12/10/18 Mon 12/10/18 9
6

Illustration 1: Network planning
Illustration 2: Gantt chart
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REFERENCES
Books and Journals
Andreasen, A. R. (2018). Challenges for the science and practice of social marketing. In Social
Marketing (pp. 3-19). Psychology Press.
Ashley, C. & Tuten, T., (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing.
32(1). pp.15-27.
Barreda, A.A., Bilgihan, A. & Okumus, F., (2015). Generating brand awareness in online social
networks. Computers in human behavior. 50. pp.600-609.
Bloom, P. N., Hussein, P. Y., & Szykman, L. R. (2018). The benefits of corporate social
marketing initiatives. In Social Marketing (pp. 313-331). Psychology Press.
Flora, J. A., Schooler, C., & Pierson, R. M. (2018). Effective health promotion among
communities of color: The potential of social marketing. In Social Marketing (pp. 353-
373). Psychology Press.
Godey, B., Manthiou, A. & Singh, R., (2016). Social media marketing efforts of luxury brands:
Influence on brand equity and consumer behavior. Journal of business research. 69(12).
pp.5833-5841.
Goldberg, M. E., Fishbein, M., & Middlestadt, S. E. (2018). Social marketing: Theoretical and
practical perspectives. Psychology Press.
Jaakonmäki, R., Müller, O. & vom Brocke, J., (2017). The impact of content, context, and
creator on user engagement in social media marketings
Middlestadt, S. E., Peyton, J., & Tjugum, B. (2018). Community involvement in health
planning: Lessons learned from practicing social marketing in a context of community
control, participation, and ownership. In Social Marketing (pp. 291-311). Psychology
Press.
Sargeant, A., & MACQUILLIN, I. (2016). Marketing for nonprofit organisations. In The
Marketing Book (pp. 555-576). Routledge.
Schivinski, B. & Dabrowski, D., (2016). The effect of social media communication on consumer
perceptions of brands. Journal of Marketing Communications. 22(2). pp.189-214.
Smith, W. A. (2018). Social marketing: Beyond the nostalgia. In Social Marketing (pp. 21-28).
Psychology Press.
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Stead, M., & Hastings, G. (2018). Advertising in the social marketing mix: getting the balance
right. In Social Marketing(pp. 29-43). Psychology Press.
Tuten, T.L. & Solomon, M.R., (2017). Social media marketing. Sage.
Yazdanparast, A., Joseph, M. & Muniz, F., (2016). Consumer based brand equity in the 21st
century: an examination of the role of social media marketing. Young Consumers. 17(3).
pp.243-255.
Online
Qualitative research. 2018. [Online]. Available through:
<http://www.starpointgroup.com/fashion-marketing-qualitative-research/>.
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