Impact of Social Media Marketing on Aston Martin Car Industry in UK

This research proposal examines the impact of social media marketing as a promotional tool on the functioning of the car industry in the UK, with a specific focus on Aston Martin. The study aims to identify emerging trends in social media marketing, analyze the impact of social media practices on Aston Martin's operations, and identify associated challenges. The methodology includes a deductive research approach, employing a questionnaire as the primary data collection tool, using random sampling of Aston Martin employees. The research will utilize both primary and secondary data sources, with a timescale following a cross-sectional method. The proposal outlines the research rationale, questions, aims, objectives, methodology, timescale, and resources required for the study, along with a research ethics checklist, providing a comprehensive framework for investigating the influence of social media marketing within the automotive sector. The study is designed to provide valuable insights into how social media impacts brand visibility, customer engagement, and overall business performance in the competitive car market.

Assessment 1 – Research Proposal
Dissertation Title

Contents
Background to Research Topic p
Background to Research Organisation p
Research Rationale p
Research Questions p
Research Aim and Objectives p
Research Methodology p
Timescale p
Resources p
References p
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Background to Research Topic
Social media marketing is defined as the use of social media platforms and
websites in order to promote product and services of an organazation. It provide
companies with a way to engage with existing customers and to reach new ones
while allowing them to promote their desired mission and culture. It is important for
an organization to make use of social media marketing as it help in reaching large
number of customers within less time period and impact positively on the sales as
well as profitability level of an organization. Social media help an organization to
increase the visibility of brand to potential and current customers in a cost effective
manner. Apart from this, it allow organization to improve brand awareness, increase
sales, gain higher profits, attain competitive advantage, add customer value and
many more. All this will assist a company to gain higher growth and success at
marketplace in an effective and appropriate manner.
Background to Research Organisation
For the present study, Aston Martin is taken into consideration. It is a British
independent manufacturer of luxury sports cars that is founded in year 1913. The
company offers products in more than 15 countries globally which shows it has high
market share and growth as well. One of the main reason of its success is it's
talented and skillful 40,000 employees. In the present time, the company is focusing
on promoting its brand through social media marketing and this study will help in
analyzing the impact of social media marketing on the functioning of respective
organization.
Research Rationale
One of the main reason to conduct this study is to analyze the impact of social
media marketing as a promotional tool on functioning of car industry in UK. It help
researcher to gain insight about emerging trends of social media marketing and how
it influence on the functions as well as operations of respective organization. This
study also help researcher in both personal and professional context. In relation to
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professional, it help in gaining insight about social media marketing which at present
is important in order to deal with this competitive business environment and to
perform job as well. On the other hand, if it is talking about personal aspect then this
study will help in learning and developing skills such as data collection,
communication skills, time management, data interpretation, conflict management
and many more. All this will help researcher to conduct future studies systematically
and gran opportunities in an effective manner.
Research Questions
 What are the various emerging trends of social media marketing in car
industry UK?
 What is the impact of social media practices on the functions and operations
of Aston martin?
 What are the associated challenges with using social media practices for
marketing and promotion in Aston martin?
Research Aims and Objectives
Research Aim:
"To analyze the impact of social media marketing as a promotion tool on
functioning of car industry UK." A study on Aston martin.
Research Objectives:
 To identify the various emerging trends of social media marketing in car
industry UK.
 To analyze the impact of social media practices on the functions and
operations of Aston martin.
 To identify various associated challenges with using social media practices for
marketing and promotion in Aston martin
Research Methodology
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Research methodology is an important part of investigation that represent
information about the set of methods and tools which are undertaken in order to
perform study and its activities as well. In addition to this, research methodology part
allow the reader to determine accuracy and validity of data presented as it give
justification about the set of methods and tools and the way they are helpful in
performing the research (Andrade and Andersen, 2020). The various combination of
methods selected will allow investigator in attaining the objectives without any risk
and discrepancies. So, research methodology is basically the consolidation of
different methods, approaches and techniques which assist investigator to perform
study systematically and gain valid conclusion. In order to follow the procedure,
research onion framework is used by investigator that involve different layers. The
various layers of framework along with their justification is given below:
Research Approach:
It is undertaken as a tool from the methodology section that help researcher in
analyzing as well as evaluating the collected data and converting it into meaningful
information. The research approaches used within the investigation is mainly based
on the type of data required. The two forms of research approaches are inductive
and deductive approach. In context to inductive approach, herein qualitative data is
mainly reviewed as well as analyze for understanding depth information. On the
other hand, deductive approach belongs to that specific investigation where in
existing theories mainly evaluated by formation of research question or hypothesis.
For the present study, deductive research approach will be used as it help in
analyzing quantified facts as well as figures that support in presenting accurate data.
In addition to this, it also help researcher to gather and analyze information within
less time and cost as well.
Research Strategy:
It is considered as an important part of investigation that assist in presenting
the information about the most crucial component of study such as proposed method
or tool which the researcher mainly adopt for collecting data in order to answer
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research questions (Jain, 2019). In addition to this, it help researcher to address the
problem on which the whole study depends. There are different forms of research
strategies such as survey, questionnaire, case study, interview and many more. For
the present study, questionnaire will be used by researcher as it support in collecting
in-depth knowledge about topic in less time and minimal resources. In addition to
this, it also support researcher in gathering more specific and concise information
which make it easier to reach on valid and reliable conclusion.
Research Methodology:
This section of research methodology represent the form of method which is
adopted for dissertation in order to gather data and answer the research question in
more appropriate manner. There are two different forms of research methods such
as quantitative and qualitative. Qualitative investigation involve the collection of
information in more detailed manner by making use of several concepts and theories
that allow researcher to decode understanding about the experience, behavior that
are connected with the specific phenomenon. On the other hand, quantitative
investigation many involve data based on facts and figures that help in measuring as
well as categorizing the data to represent that is in accurate and justified manner.
For the present study, quantitative investigation method will be applied by researcher
as it help in evaluating the quantified information and also provide accurate data
about the research topic. Moreover, it also support in representing the data in more
effectual and understandable manner.
Research Tools:
It is basically an instrument which is used by researcher in order to collect
data. There are different forms of research tools such as questionnaire, interview,
focus group and many more (Kebritchi, 2019). In context to the present study, a
questionnaire will be developed by researcher in order to gather primary and
quantitative information. The main reason of selecting this as a research tool is it
help in gaining in-depth knowledge about topic which leads to development of valid
as well as reliable conclusion in an effective manner.
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Sampling:
It is referred as method within the research that allow investigator in choosing
the group of people in a way which provide appropriate data about the study on
behalf of whole population. There are mainly two types of research sampling that is
probability sampling and non-probability sampling. In context to the present study,
random sampling which is a part of probability sampling is taken into consideration
by the researcher. One of the main reason behind selecting random sampling is it
provide each individual with equal chance of being selected without any pattern of
favorability. In addition to this, it eliminates bias behavior in selecting participants.
Therefore, the 30 respondents is selected with the help of random sampling and is
the employees of Aston Martin.
Timescale
It is important for researcher to select the time of each and every activity in
order to attain objectives in an appropriate and timely manner. There are two types
of time horizon methods such as cross sectional and longitudinal (Sonnenberg,
2018). for the present study, cross sectional method will be used by researcher as it
help in completing the investigation within given timeframe and also consume less
resources of investigator.
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Resources
It is defined as the medium by which the data is collected for a specific study
by the researcher in order to reach valid conclusion. There are mainly two sources of
data collection that is primary and secondary. In context to primary data collection
method, it involves information which is collected for the first time and is original in
nature. The different forms of collecting primary information is interview,
questionnaire, observation and so on. On the other hand, secondary data collection
method is about gathering as well as evaluating the data that is already being
investigated by some other person or professionals (Ullmann, 2018). It is said that
secondary data collection procedure support researcher in determining nature of
study that in turn further give direction to perform primary research in an appropriate
manner. For the present study, both primary and secondary data collection method
is used. For collecting secondary data, various sources is used such as web page,
blogs, articles, journals and so on. For collecting primary information, a questionnaire
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will be develop by researcher in gaining fresh information from the participants and
to achieve positive outcome in an appropriate manner.
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References
Andrade, S.B. and Andersen, D., 2020. Digital story grammar: a quantitative
methodology for narrative analysis. International Journal of Social Research
Methodology, 23(4), pp.405-421.
Jain, S., 2019. One Week Faculty Development Programe on “Research
Methodology Using R & E-Views” (Doctoral dissertation, Shri Mata Vaishno
Devi University).
Kebritchi and et. al., 2019. Research Methodology Group: The Community of
Scholar Practitioners to Enhance Qualitative and Mixed Methods Designs.
Sonnenberg, S.M., 2018. Self-analysis, applied analysis, and analytic fieldwork: A
discussion of methodology in psychoanalytic interdisciplinary research.
In The Psychoanalytic Study of Society (pp. 443-463). Routledge.
Ullmann, J., 2018. ‘Design-Based Research’as an innovative research methodology:
developing explainer videos for language learning purposes.
In EDULEARN18 Proceedings (pp. 7050-7050). IATED.
Vaske, J.J., 2019. Survey research and analysis. Sagamore-Venture. 1807 North
Federal Drive, Urbana, IL 61801.
Vissak, T., 2020. A Reviewer’s Perspective: Which Mistakes Do Authors Often Make
in Qualitative International Business Research?. In Research Methodology
in Management and Industrial Engineering (pp. 1-21). Springer, Cham.
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RESEARCH ETHICS CHECKLIST Form RE1
This checklist should be completed for every research project which involves human
participants. It is used to identify whether a full application for ethics approval needs to be
submitted.
Before completing this form, please refer to the University Code of Practice on Ethical
Standards for Research Involving Human Participants. The principal investigator and,
where the principal investigator is a student, the supervisor, is responsible for exercising
appropriate professional judgment in this review.
This checklist must be completed before potential participants are approached to
take part in any research.
Section I: Applicant Details
Section II: Project Details
5. Project Title: To analyze the impact of social media
marketing as a promotion tool on
functioning of car industry UK." A study on
Aston martin.
Section III: For Students Only:
6. Course title and module name and
number where appropriate
School/Centre:
BSc (Hons) Business Management
BMP6001 Dissertation
Regent College London
7
Declaration by Researcher (Please tick the appropriate boxes)
I have read the University’s Code of Practice
The topic merits further research
I have the skills to carry out the research
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The participant information sheet, if needed, is appropriate
The procedures for recruitment and obtaining informed consent, if needed, are
appropriate
The research is exempt from further ethics review according to current University
guidelines
Where relevant, I have read the ethical guidelines of the regulatory body that is
relevant to my discipline and verify that the research adheres to these guidelines
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Comments from Researcher, and/or from Supervisor if Researcher is
Undergraduate or Taught Postgraduate student:
This project meets the standard set by UoB policy named “Code of Practice for Research
Students and Supervisors 2019-20”.
This project also confirms with “UoB Research Ethics Framework”.
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Section IV: Research Checklist
Please answer each question by ticking the appropriate box:
YES NO
1. Will the study involve participants who are particularly vulnerable
or who may be unable to give informed consent (e.g. children,
people with learning disabilities, emotional difficulties, problems
with understanding and/or communication, your own students)?
No
2. Will the study require the co-operation of a gatekeeper for initial
access to the groups or individuals to be recruited (e.g. students at
school, members of self-help group, residents of nursing home)?
No
3. Will deception be necessary, i.e. will participants take part without
knowing the true purpose of the study or without their
knowledge/consent at the time (e.g. covert observation of people
in non-public places)?
No
4. Will the study involve discussion of topics which the participants
may find sensitive (e.g. sexual activity, own drug use)?
No
5. Will drugs, placebos or other substances (e.g. food substances,
alcohol, nicotine, vitamins) be administered to or ingested by
participants or will the study involve invasive, intrusive or
potentially harmful procedures of any kind?
No
6. Will blood or tissues samples be obtained from participants? No
7. Will pain or more than mild discomfort be likely to result from the
study?
8. Could the study induce psychological stress or anxiety or cause
harm or negative consequences beyond the risks encountered in
normal life?
No
9. Will the study involve prolonged or repetitive testing? No
10. Will financial inducements (other than reasonable expenses and
compensation for time) be offered to participants?
No
11. Will participants’ right to withdraw from the study at any time be
withheld or not made explicit?
No
12. Will participants’ anonymity be compromised or their right to
anonymity be withheld or information they give be identifiable as
theirs?
No
13. Might permission for the study need to be sought from the
researcher’s or from participants’ employer?
No
14. Will the study involve recruitment of patients or staff through the
NHS?
No
If ALL items in the Declaration are ticked AND if you have answered NO to ALL questions in
Section IV, send the completed and signed Form RE1 to your School/Centre Research
Ethics Officer for information. You may proceed with the research but should follow any
subsequent guidance or requests from the School/Centre Research Ethics Officer or your
supervisor/module leader where appropriate. Undergraduate and taught postgraduate
students should retain a copy of this form and submit it with their research report or
dissertation (bound in at the beginning). MPhil/PhD students should submit a copy to the
Board of Studies for Research Degrees with their application for Registration (R1). Work
which is submitted without the appropriate ethics form will be returned unassessed.
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If ANY of the items in the Declaration are not ticked AND / OR if you have answered YES to
ANY of the questions in Section IV, you will need to describe more fully in Section V of the
form below how you plan to deal with the ethical issues raised by your research. This does
not mean that you cannot do the research, only that your proposal will need to be
approved by the School/Centre Research Ethics Officer or School/Centre Research
Ethics Committee or Sub-committee. When submitting the form as described in the
above paragraph you should substitute the original Section V with the version
authorized by the School/Centre Research Ethics officer.
If you answered YES to question 14, you will also have to submit an application to the
appropriate external health authority ethics committee, after you have received approval
from the School/Centre Research Ethics Officer/Committee and, where appropriate, the
University Research Ethics Committee.
3

Section V: Addressing Ethical Problems
If you have answered YES to any of questions 1-12 please complete below and submit the
form to your School/Centre Research Ethics Officer.
Project Title
To analyze the impact of social media marketing as a promotion tool on functioning
of car industry UK." A study on Aston martin
Principal Investigator/Researcher/Student
Supervisor
Summary of issues and action to be taken to address the ethics problem(s)
Please note that it is your responsibility to follow the University’s Code of Practice on Ethical
Standards and any relevant academic or professional guidelines in the conduct of your
study. This includes providing appropriate information sheets and consent forms, and
ensuring confidentiality in the storage and use of data. Any significant change to the
design or conduct of the research should be notified to the School/Centre Research Ethics
Officer and may require a new application for ethics approval.
Signed: Principal Investigator/Researcher
Approved: Supervisor or module leader (where appropriate)
Date:
For use by School/Centre Research Ethics Officer:
 No ethical problems are raised by this proposed study - Retain this form on record
 Appropriate action taken to maintain ethical standards
 The research protocol should be revised to eliminate the
ethical concerns or reduce them to an acceptable level,
using the attached suggestions
 Please submit School/Centre Application for Ethics Approval
(Form RE2(D))
 Please submit University Application for Ethics Approval
(Form RE2(U))
Signed:
Date:
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Retain this form on record
and return a copy of section V
to Researcher

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