Analysis of Social Media Campaigns on Sainsbury's Brand Image
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Dissertation
AI Summary
This dissertation, conducted by Raju (LSM ID: 206284), investigates the impact of social media campaigns on the brand image of Sainsbury PLC UK, the second-largest supermarket chain in the United Kingdom. The research explores how Sainsbury's utilizes social media platforms like Facebook, Twitter, and Instagram to influence consumer behavior, enhance brand recognition, and drive sales. The study examines the relationship between social media marketing, customer satisfaction, brand loyalty, and overall business performance, using a mixed-methods approach including consumer surveys and interviews with marketing managers. Findings reveal a significant association between social media campaigns and customer retention, highlighting the importance of consumer involvement and product innovation in maximizing campaign effectiveness. The research also addresses limitations and suggests avenues for future study, offering valuable insights into the evolving landscape of social media marketing within the retail sector.
Research
On
An analysis of the Impact of Social Media Campaigns on the Brands
Image of a company: A case study on Sainsbury, UK
Name: Raju
LSM ID: 206284
Dissertation (Major Project)
On
An analysis of the Impact of Social Media Campaigns on the Brands
Image of a company: A case study on Sainsbury, UK
Name: Raju
LSM ID: 206284
Dissertation (Major Project)
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Acknowledgement
I would like to thank the Almighty for giving us the strength, and the aptitude to complete this
report within due time. I also express the depth of appreciation to my supervisor for his
suggestions and guidelines, which helped us in completing this report. I am also thankful to get
primary data from Marketing Managers and the customers of Sainsbury to complete this study.
I would like to thank the Almighty for giving us the strength, and the aptitude to complete this
report within due time. I also express the depth of appreciation to my supervisor for his
suggestions and guidelines, which helped us in completing this report. I am also thankful to get
primary data from Marketing Managers and the customers of Sainsbury to complete this study.
Declaration
I declare that the entire research paper has been completed by me and the entire work has been
done by writing and no copy pasting material has been added in this dissertation.
I declare that the entire research paper has been completed by me and the entire work has been
done by writing and no copy pasting material has been added in this dissertation.
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Abstract
Sainsbury PLC UK is the second largest supermarket in the chain shop arena in United
Kingdom. Established in 1869 by John James Sainsbury, the company visualizes its name with
quality, comfort and moderate price. Sainsbury PLC UK is using Facebook, twitter, Instagram,
viber, Whatsapp to influence the consumer to ascertain some unique brand association to create a
unique brand image and brand recognition. The main issue of the research is to find out the
impact of social media on the brand image of the company.
Social media in marketing policy of Sainsbury have resulted in the increase of total sales
turnover, customer satisfaction, and greater customer reach and customer retention. The impact
of social media marketing on brand loyalty and overall business performance of Sainsbury is
very much positive. The assessment is done by the survey of the consumers of Sainsbury and
interview with the marketing manager of Sainsbury through PRA Technique. Total sample size
of this paper is 102.
Social media creates more satisfied customer, better brand equity, unique brand associations and
effective response team form the information on forums, blogs and other social media sites. This
process helps to build the strength of the brand image of the super shop business like Sainsbury.
The social media campaign can be more efficient if the consumer involvement can be ensured to
a greater extend. Customers should be given right to choose their product need and modify their
product and contribute to the innovation of the product strategy.
In the Chi-Square Tests we can see that 6 cells (60%) have expected count less than 5. This
result has violated the assumption as less than 20 % considered to be perfect assumption to the
test. So we can say that the assumption has been violated. From these findings we can say that,
there is significant association between Customers retention indicates high satisfaction over
Sainsbury brand over the social media campaign.
Sainsbury PLC UK is the second largest supermarket in the chain shop arena in United
Kingdom. Established in 1869 by John James Sainsbury, the company visualizes its name with
quality, comfort and moderate price. Sainsbury PLC UK is using Facebook, twitter, Instagram,
viber, Whatsapp to influence the consumer to ascertain some unique brand association to create a
unique brand image and brand recognition. The main issue of the research is to find out the
impact of social media on the brand image of the company.
Social media in marketing policy of Sainsbury have resulted in the increase of total sales
turnover, customer satisfaction, and greater customer reach and customer retention. The impact
of social media marketing on brand loyalty and overall business performance of Sainsbury is
very much positive. The assessment is done by the survey of the consumers of Sainsbury and
interview with the marketing manager of Sainsbury through PRA Technique. Total sample size
of this paper is 102.
Social media creates more satisfied customer, better brand equity, unique brand associations and
effective response team form the information on forums, blogs and other social media sites. This
process helps to build the strength of the brand image of the super shop business like Sainsbury.
The social media campaign can be more efficient if the consumer involvement can be ensured to
a greater extend. Customers should be given right to choose their product need and modify their
product and contribute to the innovation of the product strategy.
In the Chi-Square Tests we can see that 6 cells (60%) have expected count less than 5. This
result has violated the assumption as less than 20 % considered to be perfect assumption to the
test. So we can say that the assumption has been violated. From these findings we can say that,
there is significant association between Customers retention indicates high satisfaction over
Sainsbury brand over the social media campaign.
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Table of Contents
Acknowledgement...........................................................................................................................ii
Declaration.....................................................................................................................................iii
Abstract...........................................................................................................................................iv
Table of Contents.............................................................................................................................v
Chapter 1: Introduction....................................................................................................................1
1.1 Background of the Study........................................................................................................1
1.2 Rationale of the study.......................................................................................................2
1.2.1 The Research Issue..........................................................................................................2
1.2.2 Reasons for becoming the Research Issue......................................................................2
1.2.3 Reasons for becoming as Issue now................................................................................3
1.2.4 The Research shed light on Beneficiary Issues...............................................................3
1.3 Research aims and objectives................................................................................................4
1.4 Research Questions................................................................................................................4
1.5 Conclusion.............................................................................................................................5
Chapter 2: Literature Review...........................................................................................................5
2.1 Introduction............................................................................................................................5
2.2 Social media...........................................................................................................................6
2.3 Social media and customer group relation.............................................................................7
2.4 Social media campaign..........................................................................................................9
2.5 The impact of social media on the business.........................................................................10
2.6 Concept of brand..................................................................................................................11
2.6.1 Identity of brand............................................................................................................12
2.6.2 Brand availability..........................................................................................................12
Acknowledgement...........................................................................................................................ii
Declaration.....................................................................................................................................iii
Abstract...........................................................................................................................................iv
Table of Contents.............................................................................................................................v
Chapter 1: Introduction....................................................................................................................1
1.1 Background of the Study........................................................................................................1
1.2 Rationale of the study.......................................................................................................2
1.2.1 The Research Issue..........................................................................................................2
1.2.2 Reasons for becoming the Research Issue......................................................................2
1.2.3 Reasons for becoming as Issue now................................................................................3
1.2.4 The Research shed light on Beneficiary Issues...............................................................3
1.3 Research aims and objectives................................................................................................4
1.4 Research Questions................................................................................................................4
1.5 Conclusion.............................................................................................................................5
Chapter 2: Literature Review...........................................................................................................5
2.1 Introduction............................................................................................................................5
2.2 Social media...........................................................................................................................6
2.3 Social media and customer group relation.............................................................................7
2.4 Social media campaign..........................................................................................................9
2.5 The impact of social media on the business.........................................................................10
2.6 Concept of brand..................................................................................................................11
2.6.1 Identity of brand............................................................................................................12
2.6.2 Brand availability..........................................................................................................12
2.6.3 Brand preference...........................................................................................................13
2.6.4 Brand loyalty.................................................................................................................13
2.6.5 Brand image and personality.........................................................................................13
2.7 How social media is crucial for building brand image........................................................14
2.8 Social media campaigning affectivity for the brand............................................................15
2.9 Conceptual Framework........................................................................................................16
2.10 Conclusion.........................................................................................................................17
Chapter 3: Research Methodology................................................................................................17
3.1 Introduction..........................................................................................................................17
3.2 Research Philosophy............................................................................................................18
1. Positivism ( reality)................................................................................................................18
2. Realism ( object focus on the individuality of knowledge)....................................................18
3. Interpretivism ( find the role of human as social actors)........................................................18
4. Pragmatism ( justify to work within Positivist and Interpretivist).........................................18
3.2.1 Justification of Research Philosophy............................................................................19
3.3 Research Approach..............................................................................................................19
3.3.1 Justification of Research Approach...............................................................................20
3.4 Research Methods................................................................................................................20
3.4.1 Justification of Research Methods................................................................................21
3.5 Research Purpose.................................................................................................................21
3.5.1 Justification of Research Purpose..................................................................................21
3.6 Research Strategy.................................................................................................................22
3.6.1 Justification of Research Strategy.................................................................................22
3.7 Data Collection Techniques.................................................................................................22
3.7.1 Primary Data Collection Technique..............................................................................23
2.6.4 Brand loyalty.................................................................................................................13
2.6.5 Brand image and personality.........................................................................................13
2.7 How social media is crucial for building brand image........................................................14
2.8 Social media campaigning affectivity for the brand............................................................15
2.9 Conceptual Framework........................................................................................................16
2.10 Conclusion.........................................................................................................................17
Chapter 3: Research Methodology................................................................................................17
3.1 Introduction..........................................................................................................................17
3.2 Research Philosophy............................................................................................................18
1. Positivism ( reality)................................................................................................................18
2. Realism ( object focus on the individuality of knowledge)....................................................18
3. Interpretivism ( find the role of human as social actors)........................................................18
4. Pragmatism ( justify to work within Positivist and Interpretivist).........................................18
3.2.1 Justification of Research Philosophy............................................................................19
3.3 Research Approach..............................................................................................................19
3.3.1 Justification of Research Approach...............................................................................20
3.4 Research Methods................................................................................................................20
3.4.1 Justification of Research Methods................................................................................21
3.5 Research Purpose.................................................................................................................21
3.5.1 Justification of Research Purpose..................................................................................21
3.6 Research Strategy.................................................................................................................22
3.6.1 Justification of Research Strategy.................................................................................22
3.7 Data Collection Techniques.................................................................................................22
3.7.1 Primary Data Collection Technique..............................................................................23
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3.7.2 Secondary Data Collection Technique..........................................................................23
3.8 Sampling Technique............................................................................................................23
3.8.1 Justification of Sampling Technique.............................................................................24
3.9 Data Analysis.......................................................................................................................24
3.9.1 Justification of Data Analysis........................................................................................24
3.10 Ethical Issues......................................................................................................................25
3.10.1 Justification of Ethical Issues......................................................................................25
3.11 Reliability and Validity......................................................................................................25
3.12 Research Limitations..........................................................................................................25
3.13 Conclusion.........................................................................................................................26
Chapter 4: Findings and Analysis..................................................................................................27
4.1 Introduction..........................................................................................................................27
4.2 Findings of Questionnaire Survey........................................................................................27
4.2.1 Social Media Marketing................................................................................................29
4.2.2 Brand Equity based Social Media Marketing................................................................32
4.2.3 Customers Buying Behaviour influencing from Social Media Marketing....................35
4.2.5 Chi-Square Tests and Result of Questionnaire Survey.................................................37
4.3 Findings of PRA Technique.................................................................................................38
Chapter 5: Conclusion and Recommendation...............................................................................40
5.1 Concluding Remark.............................................................................................................40
5.2 Summary of Objectives based Finding................................................................................40
5.3 Recommendations................................................................................................................41
5.4 Future Research Scope.........................................................................................................42
References......................................................................................................................................43
Appendix – A: Blank Questionnaire..............................................................................................47
3.8 Sampling Technique............................................................................................................23
3.8.1 Justification of Sampling Technique.............................................................................24
3.9 Data Analysis.......................................................................................................................24
3.9.1 Justification of Data Analysis........................................................................................24
3.10 Ethical Issues......................................................................................................................25
3.10.1 Justification of Ethical Issues......................................................................................25
3.11 Reliability and Validity......................................................................................................25
3.12 Research Limitations..........................................................................................................25
3.13 Conclusion.........................................................................................................................26
Chapter 4: Findings and Analysis..................................................................................................27
4.1 Introduction..........................................................................................................................27
4.2 Findings of Questionnaire Survey........................................................................................27
4.2.1 Social Media Marketing................................................................................................29
4.2.2 Brand Equity based Social Media Marketing................................................................32
4.2.3 Customers Buying Behaviour influencing from Social Media Marketing....................35
4.2.5 Chi-Square Tests and Result of Questionnaire Survey.................................................37
4.3 Findings of PRA Technique.................................................................................................38
Chapter 5: Conclusion and Recommendation...............................................................................40
5.1 Concluding Remark.............................................................................................................40
5.2 Summary of Objectives based Finding................................................................................40
5.3 Recommendations................................................................................................................41
5.4 Future Research Scope.........................................................................................................42
References......................................................................................................................................43
Appendix – A: Blank Questionnaire..............................................................................................47
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Appendix – B: Qualitative PRA Questions...................................................................................49
List of figures
Figure 1 social media impact on purchase process........................................................................10
Figure 2 brand equity.....................................................................................................................11
Figure 3 Demographic character (Age).........................................................................................27
Figure 4 Education Status..............................................................................................................28
Figure 5 Internet based Social Media marketing operation...........................................................29
Figure 6 social media campaign increases e-reputation................................................................31
Figure 7 Brand awareness at social network provides psychological support to customers to get
high quality products and high customer service..........................................................................33
Figure 8. Marketers communicate with customers through social networking and to maintain
good relation with customers to influence their buying behavior.................................................35
List of Tables
Table 1 demographic character (sex).............................................................................................26
Table 2 Demographic character (Age)..........................................................................................26
Table 3 Education Status...............................................................................................................27
Table 4. Internet based Social Media marketing operation...........................................................28
Table 5 the role of marketing actions............................................................................................29
Table 6 social media campaign increases e-reputation..................................................................30
Table 7 supports to reach at community based customers............................................................31
Table 8 Brand identity of Sainsbury at social networking sites increases market share...............32
Table 9 Brand awareness at social network provides psychological support to customers to get
high quality products and high customer service..........................................................................32
Table 10 Brand association increases financial value of brand at social networking sites........33
Table 11 Perceived quality is the superiority of ultimate compel of customers choosing
Sainsbury 34
Table 12 Marketers communicate with customers through social networking and to maintain
good relation with customers to influence their buying behavior.................................................35
List of figures
Figure 1 social media impact on purchase process........................................................................10
Figure 2 brand equity.....................................................................................................................11
Figure 3 Demographic character (Age).........................................................................................27
Figure 4 Education Status..............................................................................................................28
Figure 5 Internet based Social Media marketing operation...........................................................29
Figure 6 social media campaign increases e-reputation................................................................31
Figure 7 Brand awareness at social network provides psychological support to customers to get
high quality products and high customer service..........................................................................33
Figure 8. Marketers communicate with customers through social networking and to maintain
good relation with customers to influence their buying behavior.................................................35
List of Tables
Table 1 demographic character (sex).............................................................................................26
Table 2 Demographic character (Age)..........................................................................................26
Table 3 Education Status...............................................................................................................27
Table 4. Internet based Social Media marketing operation...........................................................28
Table 5 the role of marketing actions............................................................................................29
Table 6 social media campaign increases e-reputation..................................................................30
Table 7 supports to reach at community based customers............................................................31
Table 8 Brand identity of Sainsbury at social networking sites increases market share...............32
Table 9 Brand awareness at social network provides psychological support to customers to get
high quality products and high customer service..........................................................................32
Table 10 Brand association increases financial value of brand at social networking sites........33
Table 11 Perceived quality is the superiority of ultimate compel of customers choosing
Sainsbury 34
Table 12 Marketers communicate with customers through social networking and to maintain
good relation with customers to influence their buying behavior.................................................35
Table 13 Customers are attracting through product review analysis at online and the positive
word of mouth from others those are connected at social networks..............................................36
word of mouth from others those are connected at social networks..............................................36
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Chapter 1: Introduction
1.1 Background of the Study
Nowadays, the use of social media and smartphone devices works as a trigger in case of changes
the market trends and current buying behavior of customers. The number of the online
transaction also increased due to customer interest. All the banks and service providers are
offering online and mobile banking services to fulfill the needs of customers to gain more
competitive advantages in operating market; company needs to implement different strategies to
increase the number of sales and customer responses.
Sainsbury PLC UK is the second largest supermarket in the chain shop arena in United
Kingdom. Established in 1869 by John James Sainsbury, the company visualizes its name with
quality, comfort and moderate price (Clark et al., 2017). Today the company is holding 16.9%
market share in the UK supermarket area (Zhu et al., 2017). Sainsbury PLC UK established the
concept of self-service retailing process in the UK super market. The company is doing its
corporate strategy in keeping mind of the need of the consumers (Kabani, 2010). The turnover
rate of Sainsbury PLC UK in 2010 was £21.4 billion, where the rate was £6.9 billion in 1990
(Zhu et al., 2017).
Sainsbury PLC UK mainly provides superstore and convenient store services to the consumers. It
also provides banking, mobile network and online shopping service. In keeping with the pace of
present marketing concept, Sainsbury PLC UK is focusing greatly in internet based marketing
and online service (Ko, 2017). Sainsbury PLC UK is operating its online service through
'Sainsbury's Order line' (Zhu et al., 2017).
Sainsbury PLC UK recently entered into the social media world. They use Facebook, Twitter,
and Instagram for their digital marketing. They’re trying to promote their product via social
media which make new market opportunities (Kabani, 2010). The trend of business is changed
domestically and globally. Many new factors are affecting the success of the business (Scuotto et
al., 2017). Social-media keeps its major influence on the branding activities (Dev, 2012). Social
media means the way of modern technology that helps people to communicate rather than the
conventional method. Facebook, twitter, Instagram, viber, Whatsapp are the new invention of
communication and people are more conscious and connected by those media (Ko, 2017). On the
other hand brand image means the attitudes of the current customer and the people towards the
1.1 Background of the Study
Nowadays, the use of social media and smartphone devices works as a trigger in case of changes
the market trends and current buying behavior of customers. The number of the online
transaction also increased due to customer interest. All the banks and service providers are
offering online and mobile banking services to fulfill the needs of customers to gain more
competitive advantages in operating market; company needs to implement different strategies to
increase the number of sales and customer responses.
Sainsbury PLC UK is the second largest supermarket in the chain shop arena in United
Kingdom. Established in 1869 by John James Sainsbury, the company visualizes its name with
quality, comfort and moderate price (Clark et al., 2017). Today the company is holding 16.9%
market share in the UK supermarket area (Zhu et al., 2017). Sainsbury PLC UK established the
concept of self-service retailing process in the UK super market. The company is doing its
corporate strategy in keeping mind of the need of the consumers (Kabani, 2010). The turnover
rate of Sainsbury PLC UK in 2010 was £21.4 billion, where the rate was £6.9 billion in 1990
(Zhu et al., 2017).
Sainsbury PLC UK mainly provides superstore and convenient store services to the consumers. It
also provides banking, mobile network and online shopping service. In keeping with the pace of
present marketing concept, Sainsbury PLC UK is focusing greatly in internet based marketing
and online service (Ko, 2017). Sainsbury PLC UK is operating its online service through
'Sainsbury's Order line' (Zhu et al., 2017).
Sainsbury PLC UK recently entered into the social media world. They use Facebook, Twitter,
and Instagram for their digital marketing. They’re trying to promote their product via social
media which make new market opportunities (Kabani, 2010). The trend of business is changed
domestically and globally. Many new factors are affecting the success of the business (Scuotto et
al., 2017). Social-media keeps its major influence on the branding activities (Dev, 2012). Social
media means the way of modern technology that helps people to communicate rather than the
conventional method. Facebook, twitter, Instagram, viber, Whatsapp are the new invention of
communication and people are more conscious and connected by those media (Ko, 2017). On the
other hand brand image means the attitudes of the current customer and the people towards the
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brand. Advertising, publicity and public relation helps to promote brand towards the potential
customers. For that Sainsbury PLC run their social media campaign to concern their customer.
1.2Rationale of the study
1.2.1 The Research Issue
The main issue of the research is to find out the impact of social media on the brand image of the
company. Social media is now playing a vital role in the building of brand value or brand
association. Branding of the product or company is now largely depending on the ongoing
consumer demand and their value added service (Dev, 2012). Social media play major role in the
context of creating brand value through positive mouth of communication or spill- over effect.
As we know, brand is the association of attributes and certain images that will make up the
image of the company. The brand value creates the positive or negative attitude of the customers
towards a particular company. The current market status is dictated by the brand value of the
company (Dev, 2012). For that reason, focusing on the brand value is like focusing on the
corporate strategy. Sainsbury PLC also faced different problems with a view to marketing and
grabbing the attention of customers. In present days, he changed market trends and buying
behavior of customers also hampered the good sales as well as the popularity of this
organization. There are different independent factors that generally shortened the brand value of
this organization. The major issues of this research are different influential factors such as online
marketing, social media promotions are required for Sainsbury PLC to grab the attention of more
customers to maintain financial profitability.
1.2.2 Reasons for becoming the Research Issue
The present situation represents the true nature of consumer behavior. Consumers are focusing
on the convenience and quality for their buying goods (Dev, 2012). Their product choice and
user behavior is now controlled by their famous celebrity and their role model character. The
main reason is the huge growth of social media in the concept of online marketing. The high
“followers” and “viewers” influence the product choice behavior and the characteristics of the
consumer behavior (Ko, 2017). Companies are now trying to cover the social media field for
creating brand value. Both small and large companies feel the need to upgrade their brand
association status (Dolan et al., 2017). More than 30 % of the website actions are influenced by
customers. For that Sainsbury PLC run their social media campaign to concern their customer.
1.2Rationale of the study
1.2.1 The Research Issue
The main issue of the research is to find out the impact of social media on the brand image of the
company. Social media is now playing a vital role in the building of brand value or brand
association. Branding of the product or company is now largely depending on the ongoing
consumer demand and their value added service (Dev, 2012). Social media play major role in the
context of creating brand value through positive mouth of communication or spill- over effect.
As we know, brand is the association of attributes and certain images that will make up the
image of the company. The brand value creates the positive or negative attitude of the customers
towards a particular company. The current market status is dictated by the brand value of the
company (Dev, 2012). For that reason, focusing on the brand value is like focusing on the
corporate strategy. Sainsbury PLC also faced different problems with a view to marketing and
grabbing the attention of customers. In present days, he changed market trends and buying
behavior of customers also hampered the good sales as well as the popularity of this
organization. There are different independent factors that generally shortened the brand value of
this organization. The major issues of this research are different influential factors such as online
marketing, social media promotions are required for Sainsbury PLC to grab the attention of more
customers to maintain financial profitability.
1.2.2 Reasons for becoming the Research Issue
The present situation represents the true nature of consumer behavior. Consumers are focusing
on the convenience and quality for their buying goods (Dev, 2012). Their product choice and
user behavior is now controlled by their famous celebrity and their role model character. The
main reason is the huge growth of social media in the concept of online marketing. The high
“followers” and “viewers” influence the product choice behavior and the characteristics of the
consumer behavior (Ko, 2017). Companies are now trying to cover the social media field for
creating brand value. Both small and large companies feel the need to upgrade their brand
association status (Dolan et al., 2017). More than 30 % of the website actions are influenced by
the social media sites. Customers are learning new trends and brand value through the social
media sites and the word of mouth communication is influencing the brand value than ever (Zhu
et al., 2017).
1.2.3 Reasons for becoming as Issue now
The current trends towards the online marketing and internet marketing have created the trend of
using social media as a means of creating brand value of the company. Sainsbury PLC UK is
using Facebook, twitter, Instagram, viber, Whatsapp to influence the consumer to ascertain some
unique brand association to create a unique brand image and brand recognition (Zhu et al., 2017).
Several apps and online promotion media is utilized to create this brand value more interesting
and recognizable (Scuotto et al., 2017). The trend of online campaign and marketing massage
through social media are now getting momentum and creating more viewer than other form of
marketing and the reach is higher than ever (Dolan et al., 2017). The current form of distribution
is also getting influenced by the overall social media and the increasing trend is become vigilant
in the case of societal marketing strategy.
1.2.4 The Research shed light on Beneficiary Issues
This research is trying to shed light on the concept of social media in creating brand value of a
company. The study also wants to find the idea of creating effective brand value to the
segmented customer based on expected societal medium marketing strategy. This study will also
help to understand the impact of social media on branding, the proficiency of the social media as
promotional tools and the problems and opportunities conduct with it (Kabani, 2010). In new
pattern of business all firms even small firms re intensively join in social medic to promote their
product and service. The research will helps the others to join with social media for promote
their offer in a small cost but globally (Dolan et al., 2017). Meanwhile most of them are able to
seam in and can be achieved with a low budget. Buzzeo (2010) identified that 72% of the
companies already have Facebook accounts and 500 companies’ have LinkedIn accounts. This
research also proposes to the company to manage the negative attitudes to the media and
moderate it as like as the customer wants and preference (Carpentier et al., 2017). While social
media marketing is plentiful popular in the developed world but the latent assistances of it are
fewer underlined in the developing markets like as south Asia, Africa. Here some market
expertise suggested that the company should more concern on building social media attendance
media sites and the word of mouth communication is influencing the brand value than ever (Zhu
et al., 2017).
1.2.3 Reasons for becoming as Issue now
The current trends towards the online marketing and internet marketing have created the trend of
using social media as a means of creating brand value of the company. Sainsbury PLC UK is
using Facebook, twitter, Instagram, viber, Whatsapp to influence the consumer to ascertain some
unique brand association to create a unique brand image and brand recognition (Zhu et al., 2017).
Several apps and online promotion media is utilized to create this brand value more interesting
and recognizable (Scuotto et al., 2017). The trend of online campaign and marketing massage
through social media are now getting momentum and creating more viewer than other form of
marketing and the reach is higher than ever (Dolan et al., 2017). The current form of distribution
is also getting influenced by the overall social media and the increasing trend is become vigilant
in the case of societal marketing strategy.
1.2.4 The Research shed light on Beneficiary Issues
This research is trying to shed light on the concept of social media in creating brand value of a
company. The study also wants to find the idea of creating effective brand value to the
segmented customer based on expected societal medium marketing strategy. This study will also
help to understand the impact of social media on branding, the proficiency of the social media as
promotional tools and the problems and opportunities conduct with it (Kabani, 2010). In new
pattern of business all firms even small firms re intensively join in social medic to promote their
product and service. The research will helps the others to join with social media for promote
their offer in a small cost but globally (Dolan et al., 2017). Meanwhile most of them are able to
seam in and can be achieved with a low budget. Buzzeo (2010) identified that 72% of the
companies already have Facebook accounts and 500 companies’ have LinkedIn accounts. This
research also proposes to the company to manage the negative attitudes to the media and
moderate it as like as the customer wants and preference (Carpentier et al., 2017). While social
media marketing is plentiful popular in the developed world but the latent assistances of it are
fewer underlined in the developing markets like as south Asia, Africa. Here some market
expertise suggested that the company should more concern on building social media attendance
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