A Study on SMM Impact on Brand Equity: Marks & Spencer Business Report

This business research report investigates the impact of social media marketing (SMM) on brand equity, with a specific focus on Marks & Spencer. The study explores both quantitative and qualitative research methods to understand the relationship between SMM practices and brand equity within the fashion retail sector. The report begins with an introduction to the research problem, followed by the research aims, objectives, and questions. It then details the steps involved in quantitative and qualitative research proposals, evaluating their respective values. The report also includes a critical evaluation of the most suitable research approach, and proposes SMM strategies to improve brand equity for Marks & Spencer. Secondary data and primary data collection methods will be used to gather information for statistical analysis. The report includes a comprehensive literature review, analysis of SMM frameworks, and discussion of consumer behavior in the context of social media marketing, providing valuable insights for fashion-wear retailers and students alike.

Running head: BUSINESS RESEARCH REPORT
A study on the impact of social media marketing on brand equity in the case of Marks & Spencer

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Executive summary
The main aim of this investigation is to identify impact of social media marketing (SMM) on
brand equity in case of Marks & Spencer. This investigation evaluated that maintaining brand
equity is a key issue for online fashion retail company hence SMM activities should be
implemented to improve brand equity. It is found that there are several steps for conducting
the quantitative and qualitative research proposal.
It is illustrated that in this investigation, a mixed research design will be used for completing
the research objectives because it considers the features of both quantitative and qualitative
investigation. It is demonstrated that both primary and secondary data gathering methods will
be implemented to collect information regarding research problem. Along with this, it is
addressed that the statistical data analysis technique would be used for analysing collected
data.

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Table of Contents
Executive summary..................................................................................................... 2
1. Introduction: introduce the research problematization that underlies your choice of topic and its
background or connection to the relevant literature/evidence...................................................4
2. Overall research aim(s)/objective(s) and research question(s)...............................................5
3. Discussion of the steps followed and the value of using a Quantitative research proposal............6
4. Discussion of the steps followed the value of using a Qualitative research proposal.................10
5. Critical evaluation: justification and reflection on the most suitable research approach.............11
References.............................................................................................................. 15

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1. Introduction: introduce the research problematization that underlies your choice of topic
and its background or connection to the relevant literature/evidence
The fashion wear sector is the world's competitive and dynamic market. In the UK, the retail
market is progressively transforming into the industry. Fashion-wear online retail in this
business represents a significant percentage of this demonstrating significant potential for
future growth. This industry is perceived to be a particularly feasible industry for SMM as it
is full of tackiness as well as, pageantry that an individual could openly talk (Jayasuriya,
Azam, and Ferdous, 2017).
This is a sector that is highly esteemed based on the high brand assets. Social media
marketing is used as a means of creating a brand equity fashion brand. Currently, social
media is increasingly evolving and becoming the most stable platform for communicating
and keeping updated about goods and services (Alexander and Nobbs, 2020).
For fashion brands, performing business as well as interacting with consumers through
Facebook is regarded as business sell-off technique. Facebook platform is two-way
networking between consumers and brands such as friends help marketers to create good
consumer relationships and reduce misconceptions and biases. Hence, more effective and
two-way social media began to dominate the world when ancient-fashioned one interaction
shifted apart (Spackman and Larsen, 2017).
Social media enables marketers to offer custom-made messages to their targeted consumer
segments after evaluating them dependent on requirements needed. Increasing spending time
on Facebook by consumers and the low cost integrated with Facebook interaction further
improve their success for retailing fashion-wear (Colicev, Malshe, and Pauwels, 2018).
As a result, it is possible to observe the growing use of Facebook advertising in the fashion-
wear sector. So quantitative analysis of the impact of social media is highly important. This

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study tends to focus on evaluating how Facebook marketing practices through the
development of brand equity impact on consumer behaviour (Alexander and Nobbs, 2020).
Furthermore, there is a gap in the literature concerning measuring the association among
SMM as well as brand equity to last period. In this context, only a few research findings are
available in the UK nation. In answer to this knowledge gap, this research analyses impact of
SMM and the growth of brand equity in UK fashion- industry. Findings from this research
will support fashion-wear retailers to perform more successfully in the global environment
(Jayasuriya, Azam, and Ferdous, 2017).
This research thereby aims at analysing the impact of SMM on brand equity in Marks &
Spencer fashion-wear retail field. It will be achieved by analysing the associations in fashion-
wear retail among SMM and brand equity as well as, defining Social marketing frameworks.
It affects brand equity and assesses relative value of the SMM frameworks in building
fashion-wear retail brand equity in the UK (Godey, et. al., 2016).
2. Overall research aim(s)/objective(s) and research question(s)
The key aim of this investigation is to identify impact of SMM on brand equity in case of
Marks & Spencer. The following objective would be implemented to complete aim of this
research:
RO1: To explore conceptual knowledge about SMM and brand equity.
RO2: To address impact of SMM on brand equity in the case of Marks & Spencer.
RO3: To suggest social media strategies to improve brand equity with reference to Marks &
Spencer.
Research questions
RQ1: What is conceptual understanding meaning of SMM and brand equity?
RQ2: In Marks & Spencer, how does a SMM practice impact on brand equity?
RQ3: In Marks & Spencer, which SMM strategies could be used to improve brand equity?

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3. Discussion of the steps followed and the value of using a Quantitative research proposal
Quantitative Research
Quantitative research is a technique considering gathering of empirical data, a deductive
interpretation of the association among theory and study, a tendency for a methodology to
natural science (and in specific, for positivism), as well as an objectivistic view about social
nature. It is effective to focus that quantitative research thus involves as much as measuring
types of social life; it has a specific epistemological as well as ontological role that differs it
through more qualitative research (Quinlan, et. al., 2019).
Following is a perfect-typical overview of the quantitative research steps:
Quantitative research stages
1. Theory
The idea that quantitative research begins with theory throughout this practice indicates the
predominantly deductive approach that helps to assess the relationship between theory and
study. Functionalism, which is a continuation of the positivist roots of sociology is
a sociological philosophy as well as, it is most closely connected with this strategy (Gray,
2019).
2. Hypothesis
A hypothesis is deduced through the theory as well as, it is tested to outline the key steps
about quantitative research. A deal related to quantitative research does not, however, require
the formulation of a hypothesis. Moreover, theory performs broadly as a collection of
considerations about which social investigator collects information. The design of the
hypotheses to be examined is particularly possible to be used in the experimental
investigation but it is also frequently seen in qualitative research that is typically focused on
cross-sectional design (Basias and Pollalis, 2018).
3. Research design

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The next phase involves selecting a research design that has implications about a range of
issues, like the external validity related to findings as well as the tendency of the
investigator to assess causal relationships to their results (Vissak, 2020).
4. Operationalizing concepts
Concepts of operationalization is a method in which an investigator formulates an analysis of
concepts they want to examine. It usually includes dissolving the theoretical sociological
principles into more concrete indicators that participants can readily comprehend.
For instance, 'social class' could be operationalized into 'occupation' as well as 'religious
belief strength' could be evaluated through series of questions regarding 'ideas about God' as
well as 'religious service participation. (Taherdoost, 2017).
5. selection of a research site or sites
The site would already be identified with laboratory studies, in field studies. It may include
the choice of a field-site and sites, including a company. Moreover, site selection could be
more diverse with survey investigation. Practical and ethical considerations in the choice of
study sites would be a determining factor (Cuervo‐Cazurra, et. al., 2017).
6. Selection of respondents
Step six includes 'selecting a sample of respondents' to participate throughout the research
that is based on the hypothesis. It may require different sampling methods and functional and
ethical considerations. When the hypothesis involves a contrast between two separate groups
(for instance, men and women) then the sample can be expressed in the study. Step six
may consider step five – when it is only aiming for 'the level of teacher tagging in London
schools,' then it is limited to use London schools as the study site(s) (Aithal, 2017).
7. Data collection
Step 7 is possibly what a large number of individuals believe regarding 'doing an
investigation.' It is expected to include pre-testing participants in laboratory studies,

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modifying the independent variable for the sample group and then the participants would be
post-testing. This would include interviewing the sample participants in cross-sectional
studies using surveys through structured-interview and using a pre-coded survey. This will
include examining the environment and actions of people for an observational study and then
allocating categories to each aspect of behaviour (Bell, Bryman, and Harley, 2018).
8. Processing data
This involves changing the information that is gathered. It is a logical method with some
details-for instance, variables like 'age' or 'income' that are already quantitative. Some
information can be 'coded' and translated into statistics for analysis. Codes function as labels
that placed information on a person which allows a system to process the data (Lalić and
Pope, 2018).
9. Data analysis
In step 9 of analysing data, an investigator uses a variety of statistical techniques to search
out meaningful associations among variables and to see whether one variable has a major
impact on another. The simplest kind of method is to manage the relationship among
variables into pie charts, graphs, and bar charts as well as, providing an effective visual
'rational' understanding regarding whether a significant relationship exists, and these
resources are often essential for communicating to others about effects of quantitative data
analysis. In the context of quantitative analysis, analyses should use a variety of standardized
statistical methods, such as the Chi-squared method to check whether there is a correlation
among variables (Willmott, 2020).
10. Findings and conclusions
The researcher will interpret the findings of the study based on the analyses of the data. The
results will appear during this stage and focus on when there is a hypothesis, is it favoured?

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What are the finding's implications for the conceptual frameworks which shaped the research
background? (Wagemann, Buche, and Siewert, 2016).
11. Writing up Findings
Finally, the research should be published in stage 11. The study would be written for either
empirical audience and customer however nevertheless a write-up would reassure the client
that the study process is rigorous. This information is as accurate, reliable as well as, relevant
as it requires to be for academic intentions as well as, this result is relevant in the light of
current studies (Gul, 2019).
If the results would be published, they became an element of the scope related to the stock of
information (or 'theory' in the vague meaning of the phrase). Therefore, there could be a
feedback loop from step 11. The existence of a component of both deductivism (step two) as
well as inductivism is representative related to quantitative research's positivistic basis (Nia
and Niavand, 2017).
4. Discussion of the steps followed the value of using a Qualitative research proposal
(Sources: Mohajan, 2018).
The investigation initiates with the general question of research that in this investigation is to
address the research concern. The following are steps of qualitative research proposal:
Selecting the relevant site(s) and subjects

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It is an initial step of a qualitative research proposal where; researcher would select the
relevant site and subjects. It will be selected based on an interested field of the researcher.
Collection of relevant data
The interview is the most appropriate method that is used in the qualitative research study to
pool the relevant data. In-depth interviews Identify as the 'continual face-to-face meetings
among investigators as well as, respondents intended at examining perspectives of
participants on their lifestyles, observation, or situation as illustrated in their own terms
(Bhattacharyya, et. al., 2018).
Interpretation of data
In the qualitative research, coding is the initial step that is practiced for analysing the data and
also termed as the properly established principal. A five-step process “Framework Analysis”
is discovered by Ritchie and Spencer which is applied for evaluating the qualitative
information in the terms of applied policy research and it also assists in aligning the
requirement of investigation (Youssef and Youssef, 2016). This framework analysis is
represented and defined in the below-mentioned figure:
 Familiarization: Essentially includes the incorporation of common concepts in the
data and the compilation of main ideas.
 identifying a Thematic Framework: it includes the identification of specific data
concerns, principles, trends or themes which can be practiced for sifting or organizing
the data. The thematic structure building includes rational and analytical thought.
 Indexing: it is the strategy for coding data into accessible fragments for retrieval and
subsequent discovery (Rajasinghe, 2019).
 Charting: consists of creating a broad picture vision from the established themes and
requiring the interpretation and integration of the collected data.

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 Mapping and Interpretation: It includes integrating the main elements of the
information into whole to identify definitions, map the spectrum of phenomena,
establish correlations and build methods, etc. which are related to the original purpose
of the analysis (Boyd, et. al., 2019).
Conceptual and theoretical work
In this phase, researcher will create conceptual as well as, theoretical framework after
interpreting the data. It would aid to enhance the depth understanding regarding the research
problems (Nia and Niavand, 2017).
Writing up the findings/conclusions
It is the last step where the researcher will write-up the findings and provides a conclusion
based on findings. It would be beneficial to reach a valid and reliable outcome (Mukherjee,
2019).
5. Critical evaluation: justification and reflection on the most suitable research approach
Research philosophy
In this research study, interpretivism research philosophy would be implemented for
increasing the quality of investigation outcome. The key reason behind selecting this research
philosophy is its relation with a philosophical approach to ideology. On the other hand,
positivist philosophy would not be executed by the investigator because of the subjective
nature of research matters, i.e. discussing the effect of competent leaders on Mauritius
Telecom Company's overall productivity (Gul, 2019).
Research approach
The inductive approach would be introduced by the investigator for conducting this research,
due to the subjective aspect of the current investigation. Hypothesis development is not
required for this research work hence, the inductive approach would be adopted by a

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researcher and the deductive approach will not be appropriate in this case (Wagemann,
et. al., 2016).
Research design
To accomplish this analysis, the researcher will apply a mixed research design, because it will
enable the investigator to focus on the benefits of both qualitative as well as, quantitative
research design. To this, it is analysed that quantitative research design is used for collecting
statistical data related to the research study (Willmott, 2020). In this framework, the
qualitative strategy may be considered for making a connection among SMM as well as,
brand equity of Marks & Spencer. Besides, a mixed research approach enables the
investigator with the ability to resist the drawbacks of both qualitative and quantitative study
design.
Data collection method
With the purpose of this research study, investigator will execute primary and secondary data
accumulation technique because it would enable the investigator to concentrate on the
research issues and also facilitate investigator to pool actual data related to existing research
issue. With respect to this, investigator would perform a survey through questionnaire for
accumulating primary data regarding research matter. Further, secondary data will be attained
by using different authentic websites, books, journals, articles and government reports (Lalić
and Pope, 2018).
Sampling Plan
A simple random sampling method would be implemented by research scholar for this
research work for randomly choosing the research participants. It is observed that this method
of sampling would offer a similar opportunity to the research candidates for sharing their
views and beliefs that are associated with impact of SMM on brand equity in case of Marks
& Spencer. Along with this, this sampling technique supports the investigator in decreasing