Social Media & Internet Marketing: Marks and Spencer Case Study

This research proposal examines the significant influence of social media on internet marketing, using Marks and Spencer (M&S) as a case study. The report begins with an introduction outlining the growing importance of social media in business, emphasizing its cost-effectiveness, targeted reach, and real-time performance analysis capabilities. The study aims to analyze the value of social media in enhancing organizational performance, focusing on M&S's strategies to attract and retain customers. The literature review explores the benefits of social media, including brand awareness, increased inbound traffic, and higher conversion rates. The research methodology outlines the type of investigation, research design, data collection methods, and ethical considerations. The proposal seeks to answer key research questions such as the major values of social media, M&S's customer engagement measures, the effectiveness of internet marketing, and strategies to gain a competitive edge. The report aims to provide insights into how businesses can leverage social media for improved marketing and organizational success, specifically through the lens of Marks and Spencer's practices.

Research Proposal
(To analyse the importance of social media and its influence
on developing internet marketing. A case study on Marks and
Spencer)

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
TITLE: ............................................................................................................................................3
1.1 INTRODUCTION............................................................................................................3
1.2 Overview of the Research ...............................................................................................4
1.3 Background of the Study..................................................................................................5
1.4 Research Aim ..................................................................................................................5
Research Objectives...............................................................................................................5
1.5 Research Questions..........................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 The major value of social media in developing organisational performance...................7
2.2 Essential measures adopted by Marks and Spencer as to gaining attention of customers
and sustaining them................................................................................................................8
2.3 The effectiveness of internet marketing in developing organisational performance.......9
2.4 Essential ways by which Marks and Spencer can influence the customers and attain higher
competitive edge...................................................................................................................10
CHAPTER 3: RESEARCH METHODOLOGY ..........................................................................11
3.1 Type of Investigation......................................................................................................11
3.2 Research design..............................................................................................................11
3.3 Data Collection...............................................................................................................11
3.4 Research philosophies......................................................................................................1
3.5 Type of research study......................................................................................................1
3.6 Data sampling...................................................................................................................1
3.7 Research approach............................................................................................................1
3.8 Ethical consideration........................................................................................................2
CHAPTER 4: TIME SCALE...........................................................................................................3
.........................................................................................................................................................4
REFERENCES................................................................................................................................5

CHAPTER 1: INTRODUCTION
TITLE:
To analyse the importance of social media and its influence on developing internet
marketing. A case study on Marks and Spencer.
1.1 INTRODUCTION
In year 2017, social media is growing at fast speed. As more and more individuals are
joining social media sites and are using the same on regular basis the industry of social media is
become bigger in coming years. It is very important for every business enterprise to take benefit
of this as this ensure long survival of business organisation. Today every firm require to take
proper use of media channels in best manner (Garrigos-Simon, Lapiedra Alcami and Barbera
Ribera, 2012). Today every individual use social media sites and they want their favourite brand
to connect with them on various level at different platforms. With help of social media touch,
entity can not only interact with its target audiences but at the same time can grasp the
opportunity to serve large number of people. One of the main benefits of social media is that it
make the online marketing of entity more easy and effective. A survey is revealed the fact that
more than 70% individuals like to recommend their brand to other if they have a positive
experience with that on social media. Further importance of social media in business can be
better understand by examine its various advantages: Lower ad costs: If one will compare the traditional methods of advertising such as TV
and radio advertising, print media then he will analyse that social ads are much cheaper.
Business is free to grow on its own and at its own pace. Targeted reach: One of the main benefit of social media ads is that it provide an
opportunity to reach out targeted audience which was not possible with help of traditional
advertising (Wang, Yu and Wei, 2012). Social media advertising provide an opportunity
to make large number of customers aware about company's product this increase the sale
of firm and offer a high return on investment. Real time performance analysis: It is very important for firm to identify that their ads are
working properly or not in order to improve it. Social media allow to monitor how well
the ad is performing. This help in do necessary improvements in the ad in order to
achieve desired outcomes.

 Boost brand awareness: Tools of social media is known as a effective one when entities
wants to increase the awareness of their brand. Overall social media largely affect the
brand awareness. For this, it is very important for M&S to find out the audience. Increase inbound traffic: Inbound marketing is known as one of the most popular way to
generate traffic to firm's website. If organisation ignore the significance of social media
then that may remain limited to inner circle of customers. By increase its efforts on social
media, M&S can develop a new channels to increase inbound traffic. With an active blog
M&S can interact with its target audience (Aral, Dellarocas and Godes, 2013). All this
provide an opportunity to entity to serve number of customers. With help of social media
entity can diversify its marketing efforts and can increase the number of its profits. Reach more people with help of social media search: Today, individuals are not limited
to Google search now they use various web search engines. Large amount of data is
created and shared on social media sites which can be easily discovered by users. Increase conversion rates: One of the main benefit of social media is that it is better
channel for capture targeted audience of business. It help in make large number of
customers aware about the various products and services offer by entity to satisfy the
needs of its consumers.
 Satisfy your customers: With help of social media entity can connect with its customers,
this help in identify the major problems and issues face by them. For deal with that issue
and to better satisfy the needs of customers, it is very significant for M&S to offer more
effective and personalised services to its customers, social media help in do the same
(Michaelidou, Siamagka and Christodoulides, 2011). Today customers find social media
more friendly and today individuals want quality service without any kind of issue or
problem.
It is very important for M&S to understand the social media ads as this help in increase
the sale of products and enhance profitability of entity.
1.2 Overview of the Research
In this modern era the major purpose of each small as well as large businesses enterprises
is to attaining high growth and success at market place through creating awareness about the
products and services which are offered by the firm at market place. Social media is considered
as the most essential part of each business organisation and in today's era social media plays vast

role in developing organisational performance and sales at market place. Marks and Spencer is a
chosen organisation for this particular project as it is a leading British Multinational company
which deals in variety of luxury products and services at market place (Lin and Lu, 2011).
Internet marketing is considered as the most growing sector as in this modern world people are
very much depend on online services as these are appropriate and effective in nature.
1.3 Background of the Study
In today's modern scenario people are spending a huge amount of time on social media or
internet as these are the major entertaining element of humans life. People from each age group
are concern on using social media as this is the most essential source for be connected with
people and getting information about the trends which are moving in today's era. Organisations
are widely applying social media and internet marketing as to creating awareness among people
about the products and services of firm (O'Keeffe and Clarke-Pearson, 2011). Marks and Spencer
Plc is a major British multinational retailer company which is headquartered is in the city of
Westminster, London. The major motive of firm is to developing its brand image in the mind set
of people as to enhancing its operations and productivity.
1.4 Research Aim
This can be described in the form of predetermined statement which provides a clear
direction to the researcher to implement all research activities in systematic manner. The
essential aim of this particular study is “To analyse the importance of social media and its
influence on developing organisational sales and profitability”. A case study on Marks and
Spencer.
Research Objectives
This is also an another effective part of research project which clarifying the research
issue in effective manner. The essential objectives of this particular research are described as
under:
 To ascertain the value of social media in developing organisational performance.
 To determine the measures which are adopted by Marks and Spencer as to gaining
attention of customers and sustaining them for long run of business activities.
 To analyse the effectiveness of internet marketing in developing organisational
performance.

 To recommend various ways by which Marks and Spencer can influence the customers
and attain higher competitive edge at market place.
1.5 Research Questions
This section of research is significantly based on the objectives as this part helps in
clarifying the research issue in the form of statement which helps in conducting the section of
literature review in effective manner. The major questions of this particular research are
described as below:
 What are the major value of social media in developing organisational performance?
 What are the essential measures which are adopted by BT Group as to gaining attention
of customers and sustaining them for long run of business activities?
 How to analyse the effectiveness of internet marketing in developing organisational
performance? What are the essential ways by which Marks and Spencer can influence the customers
and attain higher competitive edge at market place?

CHAPTER 2: LITERATURE REVIEW
It is a significant as well as necessary part of this research investigation. Under this,
researcher gather the various opinions as well as view points of different authors concerned with
main research topic. It is done through a researcher in order to increase understanding regarding
research topic for developing valid conclusion or outcomes. It will be helpful for an investigator
to take effective or better decisions.
2.1 The major value of social media in developing organisational performance
Social media is content from the two major operating words social and media. Social
refers the simple interaction among people of common interest of people, group and community.
On the other side media defines as a plate-form, medium or channel which allows for creation
and exchange of people generated contents. Social and media collectively plays effective role in
enhancing organisational performance and productivity at market place. In this modern business
world organisations are widely concern on implementing social media tools as to enhancing the
productivity and sales of firm at market area. As a large business enterprises Marks and Spencer
is concern on creating awareness among people about its products and services through social
media as it consist to be the widely used method for grabbing the attention of people towards the
firm. On the basis of view point of Laroche, Habibi and Richard, 2013, it has been stated that
marketing value of social media is ability to engage as well as foster with community of people.
If firm will use the better social media tool, then it will be helpful in developing the performance
level of an organisation in an effective or significant manner. It is helpful in enhancing
effectiveness as well as working abilities of employees. In this modern era, there are large
number of people which are using social media and organisations communicate with the people
through using the effective tool of social media. It is a beneficial methods to attract the large
number of consumers in an systematic manner. At market place there are many tools of social
media such as Instagram, Facebook, twitter and many other devices. These all are the more
powerful marketing tools. According to Hays, Page and Buhalis, 2013 it has been concluded that
social media develop broad affect on performance of Marks & Spencer which can be seen in the
different domains like for an instance finance, corporate social responsibility, marketing and
operations by including all the preferences of consumers with the help of interference of social
media and develop positive impact on business. Under this, affect of the social media is very

rampant in performance level of firm when it will comes to the preferences of consumers,
corporate social networking, social media, social capital etc. With the help of use of social
media, firm can increase performance level and increasing productivity of an organisation in
significant manner. The marketing of social media enhances awareness of the brand and on the
other hand firm can communicate with its consumers in an easy manner. The social media is
helpful to validate the brand of Marks & Spencer. In addition to this, it is a responsibility of a
business organization to enhance loyalty of brand to consumers towards company. It is helpful in
reducing the operational cost as well as time.
2.2 Essential measures adopted by Marks and Spencer as to gaining attention of customers and
sustaining them
Customers are considered as the most essential element of market as the major purpose of
organisations is to fulfilling the basic desires of people at market place through offering them
variety of products and services at market place. According to opinion of Chu and Kim, 2011 it
has been stated that Marks and Spencer is a public limited company and provide wide range of
products and services in different sector so it is essential for them to maintain its effective
relationship with buyers in order to retain them for long run of
 Discount offers
 Internet marketing Effective communication channels
On the basis of view point of Rodriguez, Peterson and Krishnan, 2012 it has been states
that the most prior responsibility of this business firm is to products services or products on the
basis of needs or preferences of consumers in an effective manner. In addition to this, it is
essential for Marks & Spencer organisation to make improvement in its existing services as well
as products. It develops some value for customers. Marks & Spencer organisation develops
effective pricing strategy so that each and every person use its services and five their better
feedback. With the help of this consumers will be retain towards an organisation for long period
of time. business activities. There are various measures which are adopted by Marks and Spencer
as to gaining attention of customers towards the firm are described as below:
 Advance tools and technology
 Discount offers
 Internet marketing

 Effective communication channels
On the basis of view point of Hanna, Rohm and Crittenden, 2011 it has been states that
the most prior responsibility of this business firm is to products services or products on the basis
of needs or preferences of consumers in an effective manner. In addition to this, it is essential for
Marks & Spencer organisation to make improvement in its existing services as well as products.
It develops some value for customers. Marks & Spencer organisation develops effective pricing
strategy so that each and every person use its services and five their better feedback. With the
help of this consumers will be retain towards an organisation for long period of time. In order to
gain attention of consumers, this business firm provides many offers as well as discounts to
consumers. It is an efficient way to attract more buyers and increasing sales of business with in
specific period of time.
2.3 The effectiveness of internet marketing in developing organisational performance
In the world full of digitalisation people are very much focused on using internet services
as these are effective in satisfying the needs and wants of people without making any kind of
efforts. Internet marketing is considered as an essential component of market large number of
people are based on internet market so organisations are also concern on applying internet
marketing in order to satisfying the needs and wants of people at market place. According to
view point of Pookulangara and Koesler, 2011 it has been stated that Internet make humans life
more easy and comfortable so large number of people are using internet marketing as to fulfilling
their needs and wants rather than traditional marketing. Internet is an effective media for making
communication better and provide a wide area to compare the services and then select the best as
to satisfying their choice and preferences. On the basis of opinion of …. it has been concluded
that internet is helpful in connect with people in all over the world. An internet marketing
permits business to determine demands as well as develop effective strategies for satisfy
demands as well as needs of consumers in an effective manner. It provides benefit to business
firm and helpful in enhancing performance level of firm. Internet marketing is very cost effective
and time saving. In addition to this, internet market able for Marks & Spencer to meet with wants
and also requirements of consumers more frequently and on the other hand consumers are able to
be access side. Through online application of Marks & Spencer, consumers can purchase
products any time with put going to store. Under this, an internet marketing able to this business
firm to determine markets and permits to it to conduct an investigation for attract the new

consumers and retain existing for fulfil their demands in an effective or efficient manner. In this
present time period, internet marketing develops more importance and also provide cost effective
along with the swifter methods of online services or goods in proper manner. If Marks &
Spencer organisation uses effective internet marketing then it will be assess in enhancing
effectiveness of business firm along with performance. With the help of internet marketing, firm
can interact with consumers in an effective way and also get feedbacks or review from them
about its products as well as services. According to view point of De Vries, Gensler and
Leeflang, 2012 internet marketing provides many effective advantages to firm and provide
services to consumers on the basis of their preferences.
2.4 Essential ways by which Marks and Spencer can influence the customers and attain higher
competitive edge
According to opinion of Trainor and et. al., 2014, that primary responsibility of any
business firm is to fulfil demands or preferences of consumers and helpful in attaining the more
competitive advantages at market place. In this modern era, there is large competition in retail
sector so it is a responsibility of manager of Marks & Spencer is to develop better strategies in
order to compete with the rivals at market place. In addition to this, for gaining competitive
advantages there is a requirement to company to develop better strategic planning, investment
and an extensive investigation in the marketing. The main aim of this organisation is to develop
positive impact on business and also producing preferences of consumers in an effective manner.
Under this, there are some different ways by which Marks & Spencer firm can attain more
competitive benefits:
Cost leadership- It is an effective way to gain competitive advantage to business. It is
necessary that firm should provide its products on the reasonable cost so that every person can
avail them in significant way. Through this, Marks and Spencer can develop its positive impact
on consumers in an effective manner.
Differentiation- Under this, minimum cost is possible factors which set business differ
from the others. This organisation develops unique products which are different from the
products or goods of other business organisation. Before producing goods, Marks & Spencer
conduct an investigation.

Defensive strategies- It is an other way to attain competitive benefits with the help of
utilizing defensive strategies. It permits business organisation to concerned to the cost leadership
as well as differentiation. Strategies are helpful in doing work in s systematic or proper manner.
CHAPTER 3: RESEARCH METHODOLOGY
This methodology is defined as the effective process which is used to collect data and
information for the purpose of making appropriate decision to taking effective steps forward
towards right direction. This section of research is based on various applications which all are
helpful in providing an effective way to complete the research work in effective manner.
3.1 Type of Investigation
This is the prior responsibility of researcher to select the type of research as to
implementing all research activities in effective manner. Research can be considered in two
forms such as qualitative or quantitative research (Goh, Heng and Lin, 2013). In qualitative
research data are gathered in theoretical aspects and on the other side quantitative research is
based on statistical data and information. In the particular project qualitative research is
applicable as it is effective in analysing the objectives of research in effective manner.
3.2 Research design
This described as the most important part of research as it helps in providing a clear
vision to the investigator to implement all its operations in effective manner. This section is
categorised among three major parts such as descriptive, exploratory and experimental research
design. In the present project descriptive design has to be selected as it is effective in overcoming
with the issues of qualitative research.
3.3 Data Collection
This is the most essential element of research as this helps in collecting appropriate and
relevant data and information as to carry out the research work in effective manner. Two kind of
research methods are applied by researcher such as primary and secondary source of data
collection (Castronovo and Huang, 2012). Primary data collection method are based on
observation, survey, experimentation etc. on the other side secondary source is depend on books,
newspapers, publish and unpublish data, magazine, journals etc. in the present research project
both the methods are applied by researcher.

3.4 Research philosophies
This term highlight the belief under which data related with main topic of investigation
is gathered, analysed and use. It help in reveal the opinions and views of researcher about whole
study. Major philosophies that can be use by researcher are interpretivism and positivism. Under
interpretivism philosophy various options are take by investigator for maintain differentiation.
Positivism philosophy provide statistical information to the researcher which support every
activity carry out under research. Interpretivism research philosophy is taken under present
study.
3.5 Type of research study
This is known as one of the most important aspect of research methodology as this
indicate the structure which investigator follow to collect information and to take decisions.
Descriptive, experimental and exploratory are the three major type of research design. In
exploratory research design, various efforts are done by researcher with the aim of explore the
issue (Kirtiş and Karahan, 2011). This help in better understand the problem and at the same time
help in find effective solution of issue. In descriptive research design, investigator use the
collected data without manipulate it which help in reveal the current status and this support in
draw meaningful conclusion.
3.6 Data sampling
For carry out a research and to gather data related with the main topic of research,
researcher choose a sample form the whole population as it is not possible to do survey on whole
population. This element of research methodology highlight the number of respondents choose
by researcher. It is essential to choose adequate number of respondents so that adequate data can
be collected. Further, right sampling technique should be use by investigator. Mainly there are
two popular techniques of collect sample known as probabilistic and non probabilistic sampling.
Sample of 40 respondents is taken in this research with use of non probabilistic sampling.
3.7 Research approach
Investigator choose a approach for execute research in appropriate manner. This support
investigator in develop hypothesis to carry out research. Most effective and popular approaches
of research can be understood by the following points:
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