Kaplan Financial Ltd UK Case Study: Web-Based Social Marketing

This case study explores the effectiveness of web-based social networking advertising on sales advancement, focusing on small and medium-scale enterprises (SMEs) with a specific analysis of Kaplan Financial Ltd in the UK. It investigates the connection between new media advertising and sales, aiming to provide recommendations for SMEs on leveraging social media for improved performance. The study addresses research questions regarding appropriate new media advertising tools and strategies for maximizing returns. It reviews existing literature on advertising in online networking and the role of new media in SME advancement. The research methodology includes philosophical solutions, research design, strategy, sampling approach, data analysis, and considerations of validity, reliability, ethical issues, and limitations. The study contributes to understanding the impact of social media on sales promotion and provides insights for businesses seeking to enhance their marketing strategies in the digital age. Desklib provides a platform for students to access similar solved assignments and resources.

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A STUDY ON ADEQUACY OF WEB-BASED SOCIAL NETWORKING ADVERTISING
ON SALES ADVANCEMENT IN BOTH SMALL AND MEDIUM SCALE
ORGANIZATIONS: A CASE STUDY OF KAPLAN FINANCIAL LTD IN UK.
By (Name)
The Name of the Class (Course)
Professor (Tutor)
The Name of the School (University)
The City and State where it is located
The Date

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TABLE OF CONTENTS
1.1 Background of the study…………………………………………………………….2
1.2 Statement of the problem…………………………………………………………....3
1.3 Scope of the study …………………………………………………………….........3
1.4 Aims of the study…………………………………………………………………...4
1.5 Objectives of the study……………………………………………………………...4
1.6 Research questions…………………………………………………………………..5
1.7 Justification of the study…………………………………………………………….5
CHAPTER TWO: LITERATURE REVIEW………………………………………..6
2.1Literature Review……………………………………………………………………..6
2.2 Advertising in online networking……………………………………………………6
2.3 New Media advertising as advancement in SMEs…………………………………..7
CHAPTER THREE: METHODOLOGY…………………………………………..11
3.1 Philosophical Solution……………………………………………………………..11
3.2 Research Design…………………………………………………………………...11
3.3 Research Strategy…………………………………………………………………..11
3.4 Sampling Approach………………………………………………………………..12
3.5 Sampling Strategy.....................................................................................................12

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3.6 Data Analysis………………………………………………………………………13
3.7 Validity, Reliability and Generalisability…………………………………………..13
3.8 Ethical Issues……………………………………………………………………….13
3.9 Limitations…………………………………………………………………………..14
3.10 Timetable…………………………………………………………………………...14
REFERENCES………………………………………………………………………..17

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INTRODUCTION
1.1 Background of the study
According to various studies by Dogramaci (2010, pp. 403-432), social media has
become more active and acceptable in human daily activities. However, with this acceptance
companies have seen it as a new area of innovation by continuously coming up with new ideas of
using social media network. Thus latest change has been that of using the platform to advertise
their products which as result of the rapid growth of several companies worldwide (Magnat
2017, p. 153). Margnat (2017, p.153) has also suggested that advertising is only one of the
advantages of social networking sales promotion as it has several purposes. The expectations of
new media as an advertising media have been seen by the high sales of companies around the
globe and more are yet to, one. Companies and organisations are expecting new media to be an
instrumental means of product promotion with low investments or even no investment but on the
dependence of the effort of the company.
The depression has only increased the usage of new media by marketers since the
assumption of effectiveness, and low cost has attracted numerous marketers with fixed plans. It
is factual that social media networking can consist of good outcomes for promoters, but
sometimes marketers tend to forget that there is no a free thing that is credible (Khasnabish &
Haiven 2012, pp. 408-421). The question which both small and middle scale company inquire is
whether the repayment of new media as a sales promotion medium can be reasonable or no
(Pandey 2014, p. 84).
1.2 Problem Statement

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This study will aim at understanding the adequacy of web-based social networking
advertising on sales advancement in both small and medium scale organisations in the world of
business. However, the introduction of social media channel has advertising has brought
different debates as both marketers and investors have negative and positive ideas. Also, the
consequence of social media as a sales promotion tool is expected to increase because of cost-
effectiveness and its affordability to many companies. Additionally, new media is likely to
increase in of users in the coming years most companies are expected to change ways of
promoting their commodities (Khasnabish & Haiven 2012, pp. 408-421). The traditional channel
of advertising is supposed to be consumed by the new web-based networking advertising has it
been found that in every five companies, four use social media to advertise its products. For this
reason, the social networking will only complement rather than substitute traditional ways of
sales promotion worldwide (Ramanathan 2013, p. 340). This complementing nature of social
media can enhance marketing of products as well as give extensive sales of the commodities. On
account of this, the rationale of this qualitative research study is to understanding adequacy of
web-based social network advertising on sales advancement in both small and medium scale
business across the globe.
1.3 Scope of the study
Conversely, the finding of this research study will act as momentum to other researchers
with more time and resources to deeply-engage in the examination of other effects of social
networking in product and sales promotion.
1.4 Aims of the study

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The research study will aim at scrutinising the effective of new media marketing on sales
endorsement in small and medium businesses in the United Kingdom.
1.5 Objectives of the study
i. To determine the connection between new media advertising and sales endorsement in
small and medium scale businesses.
iii. To make recommendations for SMEs how to use social media advertising for better
performance.
1.6 Research questions
The research questions in this research study include.
i. What are most appropriate new media advertising tools?
ii. How to handle the social networking advertising to get the maximum payback?
1.7 Justification of the study
The study determination is too imperative because it contributes to filling gaps and
generation of new acquaintance of the effective of the new media sales endorsement in small and
medium scale businesses. Social media advertising is a working model of marketing in business
most research has not been done to find out the effectiveness of social media on sales promotion.
This study will also contribute to a generation of knowledge that can be used by business
institutions to enlarge their marketing sector in the future.

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2. LITERATURE REVIEW
2.1 Introduction
According Zhang, Pelechrinis and Lappas (2018, p. 36-65) a literature review is a
theoretical background and the ideas identifying the research subject to be addressed. The
researcher will collect the data of the research problem to be discussed by analysing the literature
related to the research topic.
2.2 Advertising in online networking
The numerous interpersonal or social media networking accessible presently are
Facebook, Twitter, LinkedIn and MySpace which more well known and utilised by many clients.
These different kinds of social networks have notable highlights and give diverse advantages.
According to the discoveries of Elmer (2015, p. 205) from the initiation is that, Facebook is the,
for the most part, utilised web-based social networking system. The investigation directed in the
exploration report of Srauy (2015, p. 213) a significant portion of the marked item organisations
has used Twitter online networking to proceed with the client associations and to offer the data to
the clients. These exercises have been given them upper hands in the market and enhanced the
execution of the organisation. As heighted by (Kahar et al. 2012, p. 564) the online networking
of blogging is a capable instrument which can be utilised by the organisations for pulling in the
clients by giving various items and administrations to them. As described Boyd and Ellison
online networking system is a specialised device which is utilised to share the associations, data
and furthermore the perspectives inside a framework. As clarified with (Hassan, Nadzim and
Shiratuddin 2015, pp. 262- 269) is that web-based media systems management can be employed
by anybody according to their unique goals. Also, sharing the message and conveyance of data is

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currently an extremely straightforward errand because of the propelled innovations in online
networking systems.
There are numerous new media networking available at present including Twitter,
LinkedIn, Facebook and MySpace are the most popular and widely used social network sites by
the users. These various types of social networks have different features and provide different
benefits. As per the findings of Elmer (2015, p. 205), from the inception of Facebook is the most
utilised social media network. According to Massey and Barreras (2013, p. 84) analysis
conducted in their research report, is that most of the pigeonholed companies products have
utilised twitter web-based media network to continue the customer connections and sharing of
data with the clients. These activities have been given them competitive advantages in the market
and improved the performance of the company. Massey and Barreras (2013, pp. 67-97)
suggested that the social media marketing is a dominant channel which can be utilised by the
organisation for attracting the consumers by providing copious products and services. Elmer
(2015, p. 205) described that web-based network is a communication medium used to share
connections, information and as well as perceives within a scheme. The explanation by Elmer
(2015, p. 208) is that new media network can be used by anybody in accordance to their goals.
Sharing of the message and circulation of data is a direct task due to the advancement in the
technology used in new media networks.
The rising of web-based social networking advertising has helped organisations to
conquer the issues experienced by utilisation of customary promotions. Online networking
marketing is useful for the advertisers to pass on their messages to the clients, advance the items
and benefits, and enhance the business turnover and to develop the organisation. As suggested by
Massey and Barreras (2013, p. 97) that web-based social networking systems companies to keep

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the relations with clients, share the data with clients, draw in the new clients, building substantial
associations with existing clients, advance the items and the brands, and enhance the brand
dependability. If the organisations deliberately select the most appropriate online networking
notice device, they can accomplish the coveted goals and advance the offers of the organisation
lastly consistent development of the organisation (Massey & Barreras 2013, p. 84).
The spending designation of the organisations for the advancement exercises are for the
most part affecting in choosing the notice apparatus by the organisation. In the parts of Kaplan
Financial Ltd and the organisations need to appropriately assess the advantages and points of
interest, the disadvantages and the related cost of the technique for online networking notice
(Cornée 2017, p. 207). Web-based social networking uncovered that the most famous, generally
utilised and more stylish informal organisations are confronting book, LinkedIn and after that
twitter. The utilisation and fame of blogging are additionally manifested a significant increment.
The organisations have moved from conventional strategies advertises to the online
networking proclaims which have changed their showcasing blend and advancement blend
likewise. With the improvement of web-based social networking systems, the promoting
techniques similarly have been altered by the organisations as the clients additionally have
changed their acquiring practices from disconnected to on the web. As mentioned by Kahar et al.
( 2012, p.786) the purchasing necessary leadership procedure of the clients have changed
monstrously from the conventional example to the cutting edge route as they likewise have
embraced the propelled advances in web-based social networking organising. Presently clients
have the chance to impart their perspectives to the advertisers and impact for the advertisers for
getting the correct item or administration for their fulfilment. Förster & Rohn (2013, p. 21)
expressed that online networking systems empower clients to influence grumblings, to impart

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their musings to the advertisers, their genuine desires from the items. The advertisers
additionally through the web-based networking system have to chance for the client fixations and
quickly reaction to them. Kahar et al. (2012, pp. 564-570) mentioned that the mutual affiliation is
the most profited include in the web-based social networking publicising. The SMEs due consists
of open door for instantly reaction to the client perspectives and request (Kahar et al. 2012, p.
564). The approval forms and the necessary leadership procedure of SMEs are not included long
methods contrasted with the substantial scale organisations. Along these lines, SMEs have the
chance to get the most extreme favourable circumstances (Hassan, Nadzim & Shiratuddin 2015,
p. 262). The execution of the organisation may impact the given criticism and the way it is
conveyed to the clients. In this manner, implementations of appropriate controls are additionally
noteworthy with a specific end goal to enhance the application of the organisation. Despite the
fact that there is minimal effort and customary of commercial apparatuses, for example, radio, its
downside is the nonattendance of client association.
The most excellent highlights of the promoting are minimal effort, fast outcomes,
adaptability, pass on the message to numerous individuals rapidly, quick, two-way
correspondence, sparing the time, merely taking care of and so on (Hassan, Nadzim &
Shiratuddin 2015, p. 267).
2.3 New Media advertising as advancement in SMEs.
Assessing the adequacy of the web-based social networking commercial device is a
significant advancement when minding goals to acquire the coveted targets. For this situation,
the association of the administration and their dedication are exceptionally significant. Zhang,
Pelechrinis & Lappas (2018, pp. 36-65) articulated that in the examination ponder, the nature of
the substance of the notice, association, association consolidation with the stages of other online

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networking systems are the elements which affect on the viability of the web-based social
networking marketing. Further, the substance and the nature of the companies are more critical in
pulling in the clients rather than thinking about the cost. Jones, Borgman and Ulusoy (2015, p.
611) expressed that the notice needs to convey the correct data for the learning of the clients.
Consideration of the evidence which can respond in due order regarding the likely inquiries that
come into the brain of the client is likewise helpful for the clients. As indicated by consistent
engagement is that valuable for the SMEs for building the trust and long-lasting associations
with the clients will be achieved. Be that as it may, the immense preponderance of the SMEs
utilises the online networking ads for immediate and short-range of advantages, and the more
significant part of SMEs do not attempt to get ready for long-haul benefits underwriting the
client fascination. According Kahar et al. (2012, p. 89) the consumers’ engagement rises to
settling the impact for the acquiring of clients choices. Ceaseless client engagement leads to the
brand or item devotion of the organisation.
Along these lines, the online network notice battles are required to be consistently
observed and refreshed maintenance in company goal to acquire the most extreme and
favourable circumstances of the advertises. As per client inclusion is much essential for the
adequacy of the commercial battle. The contribution with the clients is crucial notwithstanding
the way that the client is on the web or disconnected. In promoting in web-based social
networking systems, the prompt reaction for the client issues and input are vital to reinforce the
association with the clients and making trust in the brain of the client (Kahar et al. (2012, p. 89).
In the perspective of the relevant web-based social networking website is required to be chosen
by the idea of the promotion of sales, the message which conveys to the client and the targets of

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the organisation. The occurrence of the web-based social networking is not a criterion in
choosing a company advertising tools but choosing what a company deserves.