Evaluating Social Media's Impact on Cleenol Group's Customer Base

This research project examines the impact of social media on Cleenol Group Ltd, a company specializing in cleaning and hygiene products. The project begins with an introduction outlining the research overview, background, rationale, aim, objectives, and research questions, alongside a defined timescale. The literature review delves into the concept of social media, its importance in building customer relationships, and its role in fostering global customer connections. The methodology chapter details the type of investigation, research philosophy, approach, data sampling, and collection methods employed. The subsequent chapters cover data analysis, recommendations, ethical considerations, reflection, and conclusions. The project investigates how Cleenol Group Ltd utilizes social media platforms like Facebook, Twitter, and Instagram to enhance customer engagement, increase brand awareness, and improve overall business performance, particularly in the context of the UK, Middle East, and European markets. The research aims to evaluate the effectiveness of social media in building and maintaining customer relationships on a global scale, providing insights into digital marketing strategies and customer engagement.

Research Project

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Research overview............................................................................................................1
1.2 Background of research....................................................................................................1
1.3 Rationale of Research.......................................................................................................2
1.4 Research Aim...................................................................................................................2
1.5 Research Objectives.........................................................................................................2
1.6 Research Question............................................................................................................2
1.7 Timescales........................................................................................................................3
..........................................................................................................................................................3
CHAPTER 2 : LITERATURE REVIEW ......................................................................................4
2.1 Concept of social media...................................................................................................4
2.2 Importance of social media in build relationship with customers....................................5
2.3 The relationship between social media and building relationship with large number of
customers at global level........................................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8
3.1 Type of Investigation........................................................................................................8
3.2 Research Philosophy........................................................................................................8
3.3 Research approach............................................................................................................8
3.4 Data sampling...................................................................................................................9
3.5 Data collection..................................................................................................................9
CHAPTER 4: DATA ANALYSIS................................................................................................10
CHAPTER 5: RECOMMENDATION..........................................................................................22
CHAPTER 6: ETHICS..................................................................................................................22
CHAPTER 7: REFLECTION........................................................................................................22
CHAPTER 8: CONCLUSION......................................................................................................23
REFERENCES..............................................................................................................................25
.......................................................................................................................................................42

Title: The implications of digital technologies on Cleenol Group Ltd.
CHAPTER 1: INTRODUCTION
1.1 Research overview
Concept of digital technology is important for business organization because it provide
various opportunities to attain high growth and success at market place. Implementation of
digital technology help small business organization to improve their performance level as it
change whole process of the company. With the help of this, company can easily make their
activities smart and advanced as well (Pansari and Kumar, 2017). It also provide support to firm
at the time of delivering quality products and services by understanding customers needs and
wants. Social media is crucial tool which play crucial role in delivering right products to right
customers. With the use of social media, company can easily communicate with large number of
customers. Current research is based on Cleenol Group Ltd, is operate as their business at small
level. This company operate as a manufactures which provide oven cleaners, brooms, floor care,
hand soaps and many more to its customers. The main aim of this company is to capture wide
area market by serving quality products and services to customers as per their needs and wants.
Along with this, present research is discussed about social media in building relationship with
large number of customers at a global level. Research also cover specified aims and objectives
and hypothesis with literature review. Appropriate research methods and approaches are also
mentioned in this research for analysing data and information.
1.2 Background of research
In the modern era, social media is one of the important way to communicate with large
number of people with the purpose of making better relationship. In organizational context, use
of social media is also beneficial because it help in improving customers experience towards the
company products and services. Along with this, social media also allow customers to give their
reviews and feedback on company products and services (Verhoef, Kannan and Inman, 2015) .
By this, firm can easily invite loyalty customers by developing their trust towards the company
products. As per high competition in market, social media is an important tool through which
firm enhance their productivity level by delivering quality products and services to its target
customers. Cleenol Group Ltd is suppliers of cleaning and hygiene products. In this, the main
aim of this company is to enhance their productivity level by capturing customers attention
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towards their quality products and services. For this, they needs to effectively use social media
tool with the purpose of attaining potential growth and position at market place. Mainly company
serve household products like, floor care, hand soaps, oven cleaners, machine dishwashing
products and so on. Along with this, company also operate across the UK, Middle East and the
Europe. By using social media tools such as Facebook, Twitter, Instagram, Cleenol Group Ltd
increase customers base by grabbing their attention towards its products and services.
1.3 Rationale of Research
This research is based on the evaluate the impact of social media in building relationship
with large number of customers at global level. In this context, the main focus of research is on
the social media through which company can easily connect with their customers and make their
positive performance at market place. With the help of this, researcher can easily enhance their
skills related with the social media by which they can easily improve the chances of attaining
positive outcomes. In case, if the investigator undertake appropriate researcher with the hope of
attaining positive outcomes.
1.4 Research Aim
It is one of the important component on which the whole research is based. As it help in
determining the research issue in systematic way. Research aim help researcher for carry out the
entire study in effective manner. In this the main aim of this project is “To evaluate the impact
of social media in build relationship with customers at a global scale. A case study on
Cleenol Group Ltd.”
1.5 Research Objectives
It is also consider as in vital part which is based on the aim of the project. With the help
of this, investigator can easily draw a valid conclusion and attain reliable outcomes. In this there
are some important objectives of research are as follows:
 To analyse the concept of social media.
 To determine the importance of social media in build relationship with customers.
 To define the relationship between social media and building relationship with large
number of customers at a global level.
1.6 Research Question
 How to analyse the concept of social media?
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 What are the importance of social media in build relationship with customers?
 How to define the relationship between social media and building relationship with large
number of customers at a global level?
1.7 Timescales
3

CHAPTER 2 : LITERATURE REVIEW
As per current scenario, each and every person are use digital technologies in day to day
activities for making their life easy and smoother as well. In organisational context,
implementation of digital technology is also beneficial for firm to enhance their profitability
level at market place. In this, social media is vital tool for company to communicate with their
customers (Habibi, Laroche and Richard, 2014). The result will increase the customers base by
delivering them quality products and services. Along with this, the concept of digitalization
rapidly change the entire process of the firm in which company improve their overall
performance level by saving their cost and time. This will directly contribute in making brand
image competitive as compare to its rivals. Social media is important tool for which has various
advantages for the business organization to enhance customers base by providing them relevant
information to customers by their offerings. The main advantage of using social media is that, it
makes organization more productive, accessible by connecting with number of customers. With
the use of this, company can easily improve communication with their customers by connecting
with them. Mainly it gives ability to individuals to communicate instantly and also respond
quickly. It also help firm to reach new and existing customers by providing them special offers
and at the same time also tracking their responses.
Apart from this, above mentioned research questions are also helpful in determining
theoretical frame work through which investigator can easily overcome from the research issues.
In this context, literature review is an important for conducting in depth study which help in
analysing views and opinion of different authors. Along with this, various sources are used by
investigator with the hope of better understanding about the research objectives. As it help them
in gathering accurate information towards the impact of social media in build relationship with
customers at a global scale. With the help of this, researcher evaluate the way to overcome from
the issues that are occur within the business organization.
2.1 Concept of social media
According to Cohen and Kietzmann, (2014), social media is also about building
relationship with customers because it includes strong presence in which number of people are
connect with each other and share their common interest. Along with this, it is an important
aspect which provide incredible benefits to business organization that aid on reaching number of
4

customers at global level. By using social media company can able to invite large number of
customers towards its products and services by providing them relevant information. It also
provide support organisation to increase brand image. In addition of this, it also includes some
important tools such as Facebook, Instagram, Twitter and many more. All these are beneficial for
Cleenol Group Ltd to share positive relation with their customers by communicating with them
effective. This is the main reason through which firm improve their efficiency level and also
build manage their performance level at global level. It positively put their impact on
organization and its activities as well because by using this firm make their brand image
competitive. In this context, there are some concept of social media on Cleenol Group Ltd are as
follows: Focus on people not technology: Social media is a human discipline which is controlled
by the digital channels. Facebook, Twitter all are the major platform through which
company interact with their customers and understand their desire towards the products.
This will contribute in making positive customers experience towards the company. Build conversation not campaigns: It is consider as an important way to introduce
quality products for capturing customer interest. With the use of this, Cleenol Group Ltd
build strong and long term relationship with their consumers by providing them values.
Along with this, company also communicate with their customers to understand their
taste and preferences. By this they easily build positive relationship with their target
consumers.
 Add values to the customers life: Social media is an important way to invite number of
people towards the company products and services. As Cleenol Group Ltd also use social
media to add values within their products for capturing customers attention. In this they
also share relevant information towards the products to their customers to make the
aware. This will help in engaging customers with company and its products as well.
2.2 Importance of social media in build relationship with customers
As per point of view Park and Kim, (2014), social media is an important platform
through which business organization communicate with their target customers and also tries to
maintain positive relation. As it allow to the business organization reach large number of
customers by providing them quality products and services. With the help of this, company can
easily increase their profitability level at market place. Apart from this, social media is an
5

effective way to build customers relationship by engaging with customers by sharing product and
its information as well. By using social media platform, Cleenol Group Ltd invite large number
of customers by analysing their needs and wants towards the offerings. This will contribute in
building strong customers base. In this context, there are some major importance of social media
in building better relationship with customers are as follows: Providence of many communication platforms: Social media is refer to the wider
platform in which number of people are easily communicate and interact with each other.
In organizational context, Cleenol Group Ltd also use social media tools such as
Facebook, Twitter, Instagram, LinkedIn, Google and many more. All these are important
platform through which firm easily connect with their target customers and also influence
them to buy company products and services. It help in maintaining good relationship with
number of customers and also retain them for longer period of time. Platform to provide information about products and company: By using social media,
company can easily share relevant information to number of people and also influence
them towards their products and services. With the help of this, Cleenol Group Ltd
improve their performance and profitability level as well.
 Ascertainment of demands and views of customers: It is also important for business
organization to evaluate the customer needs and wants. With the assistance of this,
Cleenol Group Ltd easily offer right products to right customers at market place. For this,
firm interact with their target customers with the aim of providing them quality products
and services as per customers taste and preferences.
Thus, all these are help Cleenol Group Ltd to build strong relationship with their
customers and at the same time also influence them towards the offering. This will directly
contribute in capture customers attention towards the company products and services and at the
same time also enhance their positive brand image at market place.
2.3 The relationship between social media and building relationship with large number of
customers at global level
According to Neuhofer, Buhalis and Ladkin, (2014), social media in today's scenario is
playing a crucial role for companies in building connection between firm and customers. A large
number of people are connected with each other through these social media platforms and
sharing information is easier.
6

Helps to connect with global customers: There are different social media tools like
Facebook, Instagram, Twitter etc., which company can use as their platforms in connecting with
its customers who are at global level. Therefore, doing marketing for Cleenol Group Ltd, has
become more easier. In addition to this, company can now focus on various needs and demands
of customers and provide them services accordingly.
Easy access towards different platforms: In this global world, every company has its
own way of building relationship with customers and social media is one of the type. Like other
organisation, Cleenol Group Ltd, has its own websites and in different social media platforms
they have their own page. Therefore, customers have easy access to these and consumers can
avail information along with products and services that are provided by the company.
7

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is refer to the collection of strategies through which researcher
can easily carry out the study in effective way. It also includes various methodologies and
approaches which use by investigator to gather relevant information towards the research aims
and objectives (Braojos-Gomez, Benitez-Amado and Llorens-Montes, 2015). In this context,
there are two type of research methods and approaches to undertake entire research in effective
way.
3.1 Type of Investigation
Qualitative Research: It is primarily exploratory research which used by the researcher to
understand reasons, opinion of the people. Mainly it is method of observation to collect non
numerical data towards the research aims and objectives.
Quantitative Research: It is based on the structured way of analysing data. Mainly, it
involve statistical and mathematical data which is collected through preparing survey and
questionnaire as well. In this researcher keeping in mind the goal at the time of carry out the
research in order to draw a valid conclusion.
3.2 Research Philosophy
This part is also important of research methodology which refer to a belief related with
the data towards the phenomenon. Mainly it includes development of knowledge and nature that
may help in collecting data and information in an appropriate way. It includes two type of
method like positivism and interpretivism. Both are appropriate for collecting information in
systematic way. For this research, investigator use interpretivism approach which help in
determining the difference between humans and social actors. With the help of this, investigator
can easily gather relevant data and information.
3.3 Research approach
It is related with the plan and procedures that help investigator to effectively gather
relevant information related with the topic. Mainly, it includes two type of approach like
inductive and deductive. Both approaches are appropriate for collecting data and information.
For collecting appropriate data, researcher use inductive approach which help in gathering
relevant data and information.
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3.4 Data sampling
It is also an important method of carry out the research in an effective way. In this
researcher have to select the sample size to gather information in relation to the project. In this
research, investigator select 40 respondents for undertaking the study. With the assistance of this,
researcher easily collect relevant data and information.
3.5 Data collection
It is an important part of the research in which researcher gather data and information
from all the relevant sources to attain appropriate solution of the issues. As it includes two type
of method of data collection are as follows:
Primary Method: This type of data collection method includes new and fresh information
that are never used before. When the data and information are directly collected by the researcher
for fist time is called primary method. Mainly, it is totally original and specific as well Along
with this, it includes various sources such as interview, survey, questionnaire, group discussion
and many more. All these are help in drawing valid conclusion.
Secondary Method: It is important techniques which help in collecting data in effective
manner. This type of data already been collected by someone else. Along with this, it can be
published or unpublished data. By using this data, researcher can easily draw a valid conclusion.
Mainly it includes books, journals, magazines, articles and many more (So, King, Sparks and
Wang, 2016).
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CHAPTER 4: DATA ANALYSIS
Research is one of the important concept which provide a brief discussion towards the
particular topic of the research. With the help of this researcher can easily determine the previous
issues of the study. In this data and information are the major aspect because it provide guidance
and direction to the investigator at the time of executing research activities. By this, investigator
also take right decision and draw a valid conclusion (Lovelock and Patterson, 2015).
Questionnaire
Name:
Age:
Contact no:
Address:
Q1) Are you aware about the concept of social media?
a) Yes
b) No
Q2) Does the implementation of social media is appropriate for building relationship with
customers?
a) Agree
b) Disagree
Q3) What are the important platform of social media used by Cleenol Group Ltd?
a) Facebook
b) Instagram
c) Twitter
Q4) What are the major importance of social media for Cleenol Group Ltd?
a) Improve customer base
b) Increase brand image
c) Increase sales
Q5) Is social media tool cost effective for Cleenol Group Ltd?
a) Yes
b) No
Q6) What are the main issues faced by the company at the time of use social media?
10

a) Lack of technical implementation skills
b) Security concern
c) Fear of employee abuse (e.g., wasting time)
Q7) Is social media consider as a marketing strategy for business organization?
a) Yes
b) No
Q8) What are the different ways by which Cleenol Group Ltd can overcome from
complexity related with social media?
a) Improvement in security measures
b) Hiring skilled workers (Ethical hackers)
Q9) Does implementing social media helps in expanding business operations around the
globe?
a) Agree
b) Disagree
Q10) Any recommendation for Cleenol Group Ltd related with social media?
Q1) Are you aware about the concept of social media? Frequency
a) Yes 30
b) No 10
Q2) Does the implementation of social media is appropriate for
building relationship with customers?
Frequency
a) Agree 25
b) Disagree 15
Q3) What are the important platform of social media used by
Cleenol Group Ltd?
Frequency
a) Facebook 20
b) Instagram 10
c) Twitter 10
11

Q4) What are the major importance of social media for Cleenol
Group Ltd?
Frequency
a) Improve customer base 15
b) Increase brand image 15
c) Increase sales 10
Q5) Is social media tool cost effective for Cleenol Group Ltd? Frequency
a) Yes 35
b) No 10
Q6) What are the main issues faced by the company at the time of
using social media?
Frequency
a) Lack of technical implementation skills 20
b) Security concern 10
c) Fear of employee abuse (e.g., wasting time) 10
Q7) Is social media consider as a marketing strategy for business
organization?
Frequency
a) Yes 30
b) No 10
Q8) What are the different ways by which Cleenol Group Ltd can
overcome from complexity related with social media?
Frequency
a) Improvement in security measures 25
b) Hiring skilled workers (Ethical hackers) 15
Q9) Does implementing social media helps in expanding business
operations around the globe?
Frequency
a) Agree 30
b) Disagree 10
12

Theme 1: Concept of social media.
Q1) Are you aware about the concept of social media? Frequency
a) Yes 30
b) No 10
Interpretation: Social media is trending these days and every person is aware about
different platforms like Facebook, Instagram, Twitter etc., therefore, from the above mentioned
graph it has been concluded that 30 number of respondents out of 40 are aware about the concept
of social media they use it on a daily basis of getting information related to different topic.
Whereas 10 out of 40 respondents are saying that they are unaware about the concept of Social
media as they are not so active in these.
Q2) Does the implementation of social media is appropriate for
building relationship with customers?
Frequency
a) Agree 25
b) Disagree 15
13
a) Yes b) No
0
5
10
15
20
25
30
Column B

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Theme 2: Social media is appropriate for building relationship with customers.
Q2) Does the implementation of social media is appropriate for
building relationship with customers?
Frequency
a) Agree 25
b) Disagree 15
Interpretation: For most of the companies are using social media platform in developing
a better relationship with their customers, as with the help of social media, firm get to know
about needs and wants of consumers. Therefore, from above mentioned graph it can be analysed
that 25 number of respondents out of 40 are agreeing with the fact that implementing social
media is helping company in building relationship with customers. Rest 15 of them are saying
that social media is just a tools and it is of no use for connecting with customers and developing
good relationship with the same.
15
a) Agree b) Disagree
0
5
10
15
20
25
Column B

Theme 3: Facebook is important platform of social media used by Cleenol Group Ltd.
Q3) What are the important platform of social media used by
Cleenol Group Ltd?
Frequency
a) Facebook 20
b) Instagram 10
c) Twitter 10
Interpretation: According to recent scenario, there are different kinds of platforms that
are providing benefits to companies for promoting their activities. Therefore, with the help of
above mentioned graph it can be analysed that 20 out of 30 respondents are saying that for
Cleenol Group Ltd. Facebook is one of the most important platform which is providing company
with maximum benefits. Whereas, other 10 are saying that Instagram is working as more
effective tool for the organisation. Rest 10 out of 40 respondents agreeing with the fact that for
Cleenol Group Ltd. Twitter is the best source for connecting with the customers who are around
the world.
16
a) Facebook b) Instagram c) Twitter
0
2
4
6
8
10
12
14
16
18
20
Column B

Theme 4: Importance of social media for Cleenol Group Ltd.
Q4) What are the major importance of social media for Cleenol
Group Ltd?
Frequency
a) Improve customer base 15
b) Increase brand image 15
c) Increase sales 10
Interpretation: Social media is very important for most of the companies and its
importance depends upon the requirements of an organisation. From the above mentioned graph
it can be evaluated that 15 out of 40 thinks that through social media platforms company is now
increasing its customer base whereas other 15 are saying that with the help of social media firm
are improving its brand image in front of customers. Rest 10 out of 40 respondents are saying
that in Cleenol Group Ltd., social media is important for improving its sales and profitability in a
speculated time period as a result company comes under one of the leading small scale
organisation in market area of United Kingdom.
17
a) Improve customer base
b) Increase brand image
c) Increase sales
0
2
4
6
8
10
12
14
16
Column B

Theme 5: Social media tool cost effective for Cleenol Group Ltd.
Q5) Is social media tool cost effective for Cleenol Group Ltd? Frequency
a) Yes 35
b) No 10
Interpretation: Social media in terms of cost is very effective as in limited amount of
money company can interact with customers at global level. Henceforth, from the above
mentioned graph it has been concluded that 35 number of respondents out of 40 are saying that
'Yes', social media for Cleenol Group Ltd is cost effective and they are now being able to
communicate with its customers with customers more appropriately. Whereas 10 of them are
denying and saying 'No', which means according to them social media is adding more burden on
companies.
18
a) Yes b) No
0
5
10
15
20
25
30
35
Column B

Theme 6: Main issues faced by the company at the time of use social media
Q6) What are the main issues faced by the company at the time of
using social media?
Frequency
a) Lack of technical implementation skills 20
b) Security concern 10
c) Fear of employee abuse (e.g., wasting time) 10
Interpretation: Although social media provides better benefits to companies but there are
some complications as well which firm can face while operating its business operations.
Therefore, with the help of above mentioned graph it can be evaluated that as per the responses
given by 20 respondents lack of technical implementation skills company can face challenges
whereas 10 believes that security concern can be one of the main issue which company can have
while using social media for operating its business operations. Rest, 10 of the respondents beliefs
that as social media provides freedom of speech because of which there is a fear of employee
abuse by consumers and people who are using their products and services.
19
a) Lack of technical implementation skills
b) Security concern
c) Fear of employee abuse (e.g., wasting time)
0
4
8
12
16
20
Column B

20

Theme 7: Social media consider as a marketing strategy for business organization.
Q7) Is social media consider as a marketing strategy for business
organization?
Frequency
a) Yes 30
b) No 10
Interpretation: In current times social media is used by most of the companies with the
purpose of marketing as it is one of the biggest platforms ans is on trend as well. As many people
are using this for updating their life events and getting information. Form the above mentioned
graph it has been concluded that as per 30 number of respondents 'Yes', social media is assisting
firm and providing them with platform which is helping them in communicating with customers
in order to know needs and wants of consumers. Whereas 10 out of 40 respondents, they are
saying 'No', which means according to them social media is not acting as marketing strategy for
company and it is not assisting firm in attracting a large number of customers towards them.
21
a) Yes b) No
0
5
10
15
20
25
30
Column B

Theme 8: Improvement in security measures is important way to overcome from
complexity related with social media.
Q8) What are the different ways by which Cleenol Group Ltd can
overcome from complexity related with social media?
Frequency
a) Improvement in security measures 25
b) Hiring skilled workers (Ethical hackers) 15
Interpretation: Social media although platform is wide and assist company in getting
better results but there might be a chance of facing some kind of complications. From the above
mentioned graph it has can be analysed that 25 out of 40 respondents believes that through cloud
technology Cleenol Group Ltd., can improve their security measures whereas rest 15 respondents
are saying that, if company will hire ethical hackers than chance of illegal activities can be
eliminated therefore, firm can operate its business effectively.
22
a) Improvement in security measures
b) Hiring skilled workers (Ethical hackers)
0
5
10
15
20
25
Column B

Theme 9: Social media helps in expanding business operations around the globe.
Q9) Does implementing social media helps in expanding business
operations around the globe?
Frequency
a) Agree 30
b) Disagree 10
Interpretation: Every company establish its business with the purpose of getting
maximum benefits and expanding its activities for having increased sales and benefits. With the
help of above mentioned graph, it can be analysed that 30 out out of 40 respondents are agreeing
with the fact that 'Yes', social media platform in assisting company in expanding its business in
an effective manner. Whereas, 10 of them are disagreeing with the fact and according to them
social media is not playing any kind of role in expanding business operations for Cleenol Group
Ltd., and firm has limited branches through out the globe.
23
a) Agree b) Disagree
0
5
10
15
20
25
30
Column B

CHAPTER 5: RECOMMENDATION
From the above mentioned research, it has been recommended that social media is play
vital role in connecting large number of people with each other. As Cleenol Group Ltd., needs to
use social media within their business activities so that they can easily connect with number of
customers. This will contribute in building positive relation and at the same time also established
positive brand image at market place. By using this, company can easily serve their quality
products and services to target customers by analysing their needs and demand. Mainly, it is an
effective procedure through which Cleenol Group Ltd., capture customers attentions towards its
offering in order to increase profitability level of the company at marketplace. Along with this,
company should promote their products and services through social media to make customers
aware towards its offerings. This will contribute in enhancing profitability level of the company.
CHAPTER 6: ETHICS
It is also an important aspect of the research methodology in which researcher needs to
conduct appropriate investigation to reduce the chances of arising any kind of issues. As there
are some problems which have been faced by the investigator while carry out research activities
such as time and cost. For this, researcher needs to prepare an effective plan so that they can
easily attain positive outcomes. Along with this, investigator also responsible for keeping all the
data and information confidential in order to attain favourable results.
Various issues and conflicts are faced by the researcher at the time of carry out the
research which affect the entire activities of the study. In this context, time and cost are major
issue which needs to manage by the researcher at the time of performing research activities
(Laudon and Laudon, 2015). Along with this, it is also important for the researcher to keep the
data and information confidential as it help in building trust of respondents.
CHAPTER 7: REFLECTION
Research contains some of the crucial factors thus, research methodology plays a crucial
role and assist researcher in conducting the research in a better manner. In addition to this,
gathering data and information is essential as entire research is based on collected substances
and if gathered data are not relevant than evaluated conclusion can be vague. For conducting this
research, I have taken primary data of collection: in this questionnaire was made and based on
respondents were given freedom for choosing their option which are suitable according to them.
24

Other than this, secondary methods of data collection: it was used for doing part of literature
review as it will provided me with opinions and perception of different scholars. As a result both
the method will assist me in making my research authentic. Questionnaire is determines as one of
the most effective tools for collecting data and information in quick time as it is easier and less
time consuming. Apart from this, while carry out the research I faced issues related with less
time and cost which negatively impact on the end results of the research. For overcoming these
issues I prepare an effective planning which includes all the activities of the research. Due to less
time and cost, I develop questionnaire to gather information from different respondents. It help
me at the time of taking decision within the research. Furthermore, current research is also
helped me in enhancing my knowledge towards the impact of social media in build relationship
with customers at a global scale. With the help of this, I can easily undertake my future research
with effective way and also tries to attain positive outcomes. Mainly this research work give me
better understanding about the topic which support me in taking decisions in my upcoming
research activities. This will increase the chances of making more successful research.
Along with different research methods there are alternative methods as well which
researcher can use if selected procedure is not providing ant kind of benefits. In order to conduct
this research I have chosen the method of questionnaire which was quite enough but for some
instances I had to do their interviews so as to get their point of view regarding what they think
about related topics. Therefore, interview was taken as an alternative for collecting data and
information. As a result it helped researcher in analysing and evaluating a valid conclusion.
CHAPTER 8: CONCLUSION
From the above mentioned research, it has been concluded that social media is one of the
important platform for business organization to improve their brand image by connecting with
larger number of customers at a global level. As it also provide various opportunities in which
company can easily expand their operational activities. With the help of this company can
capture customers attention towards the products and services. Along with this, research also
discussed about various methods and approaches such as qualitative, quantitative, primary and
secondary. All these are important for researcher to carry out the study in appropriate manner.
Research also includes literature review which is based on the social media which guide
researcher to take right decision in order to attain positive outcomes.
25

Social media according to this marking scenario, is trending and people are using this in
large number. Whether it is common people or any business company social media is providing
benefits. According to the researcher's points of view social media is wider concept and with the
help of this company tend to attract large number of customers so that sales and profitability can
be increased. Basically, social media depends upon three concept and Cleenol Group Ltd.,
instead of focussing on technology they have focussed on people which enabled them in
providing better services and facilities according to the needs and wants of customers. Therefore,
social media is being used for building relationship with consumers so that issues can be
discussed if consumers are facing any of them. Therefore, with the help of social media company
has enabled themselves in giving better services as a result it has added values to customer's life.
In the field of business, social media has come up as a boom as it has assisted firm in
maintaining a better relation with customers. As with the author's point of it has been critically
evaluated that Cleenol Group Ltd., compared to earlier times, they are now having better
relations with customers as they are can now get information and related information about the
product on social media and websites developed by company. In addition to this, with company's
point of view company can get to know about the information related to choice and preferences
of customers as a result company is manufacturing goods as per the need and wants of
customers.
Other important aspect of social media is to maintain a relationship between customers
who are living globally. Therefore according to author's point of view with the help of social
media Cleenol Group Ltd., is able to connect with consumers who are living worldwide other
than this, it is increasing customer base of the company as well. As social media provides
different platforms like Facebook, Instagram, Twitter, etc., and all these platforms can be
accessed by customers living in different areas but there are some issue as well not responding to
all the queries can harm the relationship.
Therefore, social media has both positive and negative aspects this can increase sales and
profitability but at the same time can create problems for company in handling all issues and
problems.
26

REFERENCES
Books and Journals
See-To, E. W. and Ho, K. K., 2014. Value co-creation and purchase intention in social network
sites: The role of electronic Word-of-Mouth and trust–A theoretical analysis. Computers
in Human Behavior. 31. pp.182-189.
Hajli, M. N., 2014. A study of the impact of social media on consumers. International Journal of
Market Research. 56(3). pp.387-404.
Tiago, M. T. P. M. B. and Veríssimo, J. M. C., 2014. Digital marketing and social media: Why
bother?. Business Horizons. 57(6). pp.703-708.
Baylis, J., Smith, S. and Owens, P. eds., 2017. The globalization of world politics: an
introduction to international relations. Oxford University Press.
Agnihotri, R. and et. al., 2016. Social media: Influencing customer satisfaction in B2B
sales. Industrial Marketing Management. 53. pp.172-180.
Labrecque, L. I., 2014. Fostering consumer–brand relationships in social media environments:
The role of parasocial interaction. Journal of Interactive Marketing, 28(2), pp.134-148.
Tsimonis, G. and Dimitriadis, S., 2014. Brand strategies in social media. Marketing Intelligence
& Planning. 32(3). pp.328-344.
Choudhury, M. M. and Harrigan, P., 2014. CRM to social CRM: the integration of new
technologies into customer relationship management. Journal of Strategic Marketing.
22(2). pp.149-176.
Godey, B. and et. al., 2016. Social media marketing efforts of luxury brands: Influence on brand
equity and consumer behavior. Journal of business research. 69(12). pp.5833-5841.
Jin, S. A. A. and Phua, J., 2014. Following celebrities’ tweets about brands: The impact of
twitter-based electronic word-of-mouth on consumers’ source credibility perception,
buying intention, and social identification with celebrities. Journal of Advertising. 43(2).
pp.181-195.
Kang, J. and Hustvedt, G., 2014. Building trust between consumers and corporations: The role of
consumer perceptions of transparency and social responsibility. Journal of Business
Ethics. 125(2). pp.253-265.
Kim, E., Sung, Y. and Kang, H., 2014. Brand followers’ retweeting behavior on Twitter: How
brand relationships influence brand electronic word-of-mouth. Computers in Human
Behavior. 37. pp.18-25.
Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
Vivek, S. D. and et. al., 2014. A generalized multidimensional scale for measuring customer
engagement. Journal of Marketing Theory and Practice. 22(4). pp.401-420.
Laudon, K. C. and Laudon, J. P., 2015. Management information systems (Vol. 8). Prentice Hall.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
So, K. K. F., King, C., Sparks, B. A. and Wang, Y., 2016. The role of customer engagement in
building consumer loyalty to tourism brands. Journal of Travel Research. 55(1). pp.64-
78.
Braojos-Gomez, J., Benitez-Amado, J. and Llorens-Montes, F.J., 2015. How do small firms learn
to develop a social media competence?. International Journal of Information
Management. 35(4). pp.443-458.
27

Neuhofer, B., Buhalis, D. and Ladkin, A., 2014. A typology of technology‐enhanced tourism
experiences. International Journal of Tourism Research. 16(4). pp.340-350.
Park, H. and Kim, Y.K., 2014. The role of social network websites in the consumer–brand
relationship. Journal of Retailing and Consumer Services. 21(4). pp.460-467.
Cohen, B. and Kietzmann, J., 2014. Ride on! Mobility business models for the sharing
economy. Organization & Environment. 27(3). pp.279-296.
Verhoef, P. C., Kannan, P. K. and Inman, J. J., 2015. From multi-channel retailing to omni-
channel retailing: introduction to the special issue on multi-channel retailing. Journal of
retailing. 91(2). pp.174-181.
Habibi, M. R., Laroche, M. and Richard, M. O., 2014. Brand communities based in social media:
How unique are they? Evidence from two exemplary brand communities. International
Journal of Information Management. 34(2). pp.123-132.
Pansari, A. and Kumar, V., 2017. Customer engagement: the construct, antecedents, and
consequences. Journal of the Academy of Marketing Science. 45(3). pp.294-311.
Online
How To Build Customer Relationships Using Social Media. 2017. [Online]. Available through:
<https://www.socialreport.com/insights/article/115001002743-How-To-Build-
Customer-Relationships-Using-Social-Media>.
28

Annexure:
Research Proposal Form
Student Name: ______________________ Student ID:
______________________
Centre Name: _____________________
Tutor: ________________ Date:
___________________
Unit: ____________________
Proposed Title: ______________________________________________
Section One: Title, objective, responsibilities
Title : “To evaluate the impact of social media in build relationship with customers at a
global scale. A case study on Cleenol Group Ltd.”
Section Two: Reasons for choosing this research project
Implementation of digital technology is also beneficial for firm to enhance their profitability
level at market place. In this, social media is vital tool for company to communicate with their
customers. The result will increase the customers base by delivering them quality products and
services. Along with this, the concept of digitalization rapidly change the entire process of the
firm in which company improve their overall performance level by saving their cost and time.
This will directly contribute in making brand image competitive as compare to its rivals. Social
media is important tool for which has various advantages for the business organization to
enhance customers base by providing them relevant information to customers by their
offerings.
Section Three: Literature sources searched
Use of key literature sources to support your research question,
objective or hypothesis:
social media is also about building relationship with customers because it includes strong
presence in which number of people are connect with each other and share their common
interest. Along with this, it is an important aspect which provide incredible benefits to business
organization that aid on reaching number of customers at global level. By using social media
company can able to invite large number of customers towards its products and services by
providing them relevant information. It also provide support organisation to increase brand
29

image. In addition of this, it also includes some important tools such as Facebook, Instagram,
Twitter and many more.
Social media is an important platform through which business organization communicate with
their target customers and also tries to maintain positive relation. As it allow to the business
organization reach large number of customers by providing them quality products and services.
With the help of this, company can easily increase their profitability level at market place.
Apart from this, social media is an effective way to build customers relationship by engaging
with customers by sharing product and its information as well. By using social media platform,
Cleenol Group Ltd invite large number of customers by analysing their needs and wants
towards the offerings. This will contribute in building strong customers base.
Social media in today's scenario is playing a crucial role for companies in building connection
between firm and customers. A large number of people are connected with each other through
these social media platforms and sharing information is easier.
Helps to connect with global customers: There are different social media tools like
Facebook, Instagram, Twitter etc., which company can use as their platforms in connecting
with its customers who are at global level. Therefore, doing marketing for Cleenol Group Ltd,
has become more easier. In addition to this, company can now focus on various needs and
demands of customers and provide them services accordingly.
Section Four: Activities and timescales
30

Milestone one: Less time availability
Target date (set by tutor): ____________________
Milestone two: Excess of data
Target date (set by tutor): ______________________
Section Five: Research approach and methodologies
Qualitative Research: It is primarily exploratory research which used by the researcher to
understand reasons, opinion of the people. Mainly it is method of observation to collect non
numerical data towards the research aims and objectives.
Quantitative Research: It is based on the structured way of analysing data. Mainly, it
involve statistical and mathematical data which is collected through preparing survey and
questionnaire as well. In this researcher keeping in mind the goal at the time of carry out the
research in order to draw a valid conclusion.
Primary Method: This type of data collection method includes new and fresh information that
are never used before. When the data and information are directly collected by the researcher
for fist time is called primary method. Mainly, it is totally original and specific as well Along
with this, it includes various sources such as interview, survey, questionnaire, group discussion
and many more. All these are help in drawing valid conclusion.
Secondary Method: It is important techniques which help in collecting data in effective
manner. This type of data already been collected by someone else. Along with this, it can be
published or unpublished data. By using this data, researcher can easily draw a valid
conclusion. Mainly it includes books, journals, magazines, articles and many more.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be
submitted for another qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV
sampling)
Comments (Optional):
31

I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date
Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title: “To evaluate the impact of social media in build relationship with customers
at a global scale. A case study on Cleenol Group Ltd.”
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
32

Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
 Interviews ✔ Yes No
 Questionnaires ✔ Yes No
 Observations Yes No ✔
 Use of personal records Yes No ✔
 Data Analysis ✔ Yes No
 Action Research ✔ Yes No
 Focus Groups ✔Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults:
How will participants be recruited (identified an approached)?
Random sampling
Describe the processes you will use to inform participants about what you are doing:
Questionnaire
How will you obtain consent from participants? Will this be written? How will it be made
clear to participants that they may withdraw consent to participate at any time?
By filling questionnaire. Yes. By evaluating all terms and conditions to participants
so that that they may withdraw consent to participate at any time
Studies involving questionnaires: will participants be given the option of omitting
questions that do not wish to answer?
✔Yes No
If no please explain why below and ensure that you cover any ethical issues arising from
this
Studies involving observation: Confirm whether participants will be asked for their
informed consent to be observed.
✔Yes No
Will you debrief participants at the end of their participation (i.e give them a brief
explanation of the study)?
Yes No ✔
Will participants be given information about the findings of your study?(This could be a
brief summary of your findings in general)
✔Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data
Protection Act (1998)
✔Yes No
33

Who will have access to the data and personal information?
It will always be kept by me and management is such for which research is being done.
During the research:
Where will the data be stored?
Personal system of researcher.
Will mobile devices such as USB storage and laptops be used
Yes No✔
If Yes, please provide further details:
After the research:
Where will the data be stored?
In company software.
How long will the data and records be kept for and in what format?
6 years
Will data be kept for use by other researchers?
✔Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical
concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise
because of your research. Please consider/address all issues that may apply. Ethical
concerns may include, but are not limited to the following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research (including transfer,
sharing, encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics
Policy:
Yes
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical
issues that may arise in the course of my research
Name: Date:
Please submit your completed form to the Cohort Leader and a copy to your
supervisor only
34

35

36

Annexure:
Research Proposal Form
Student Name: ______________________ Student ID:
______________________
Centre Name: _____________________
Tutor: ________________ Date:
___________________
Unit: ____________________
Proposed Title: ______________________________________________
Section One: Title, objective, responsibilities
Title : “To evaluate the impact of social media in build relationship with customers at a
global scale. A case study on Cleenol Group Ltd.”
Section Two: Reasons for choosing this research project
Implementation of digital technology is also beneficial for firm to enhance their profitability
level at market place. In this, social media is vital tool for company to communicate with their
customers. The result will increase the customers base by delivering them quality products and
services. Along with this, the concept of digitalization rapidly change the entire process of the
firm in which company improve their overall performance level by saving their cost and time.
This will directly contribute in making brand image competitive as compare to its rivals. Social
media is important tool for which has various advantages for the business organization to
enhance customers base by providing them relevant information to customers by their
offerings.
Section Three: Literature sources searched
Use of key literature sources to support your research question,
objective or hypothesis:
social media is also about building relationship with customers because it includes strong
presence in which number of people are connect with each other and share their common
interest. Along with this, it is an important aspect which provide incredible benefits to business
organization that aid on reaching number of customers at global level. By using social media
company can able to invite large number of customers towards its products and services by
providing them relevant information. It also provide support organisation to increase brand
37

image. In addition of this, it also includes some important tools such as Facebook, Instagram,
Twitter and many more.
Social media is an important platform through which business organization communicate with
their target customers and also tries to maintain positive relation. As it allow to the business
organization reach large number of customers by providing them quality products and services.
With the help of this, company can easily increase their profitability level at market place.
Apart from this, social media is an effective way to build customers relationship by engaging
with customers by sharing product and its information as well. By using social media platform,
Cleenol Group Ltd invite large number of customers by analysing their needs and wants
towards the offerings. This will contribute in building strong customers base.
Social media in today's scenario is playing a crucial role for companies in building connection
between firm and customers. A large number of people are connected with each other through
these social media platforms and sharing information is easier.
Helps to connect with global customers: There are different social media tools like
Facebook, Instagram, Twitter etc., which company can use as their platforms in connecting
with its customers who are at global level. Therefore, doing marketing for Cleenol Group Ltd,
has become more easier. In addition to this, company can now focus on various needs and
demands of customers and provide them services accordingly.
Section Four: Activities and timescales
38

Milestone one: Less time availability
Target date (set by tutor): ____________________
Milestone two: Excess of data
Target date (set by tutor): ______________________
Section Five: Research approach and methodologies
Qualitative Research: It is primarily exploratory research which used by the researcher to
understand reasons, opinion of the people. Mainly it is method of observation to collect non
numerical data towards the research aims and objectives.
Quantitative Research: It is based on the structured way of analysing data. Mainly, it
involve statistical and mathematical data which is collected through preparing survey and
questionnaire as well. In this researcher keeping in mind the goal at the time of carry out the
research in order to draw a valid conclusion.
Primary Method: This type of data collection method includes new and fresh information that
are never used before. When the data and information are directly collected by the researcher
for fist time is called primary method. Mainly, it is totally original and specific as well Along
with this, it includes various sources such as interview, survey, questionnaire, group discussion
and many more. All these are help in drawing valid conclusion.
Secondary Method: It is important techniques which help in collecting data in effective
manner. This type of data already been collected by someone else. Along with this, it can be
published or unpublished data. By using this data, researcher can easily draw a valid
conclusion. Mainly it includes books, journals, magazines, articles and many more.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be
submitted for another qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV
sampling)
Comments (Optional):
39

I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date
Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title: “To evaluate the impact of social media in build relationship with customers
at a global scale. A case study on Cleenol Group Ltd.”
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
40