Influence of Social Media Marketing on Customer Attraction: OAK Study

This research project, titled "To evaluate the influence of social media marketing to attract a large number of customers and gain competitive advantages," examines the impact of digital technologies, particularly social media marketing, on business performance, using OAK Cash and Carry as a case study. The project investigates the significance of social media marketing for small businesses, analyzing its influence on customer attraction, brand awareness, and competitive advantage. The research includes a literature review exploring the impacts of digitalization, benefits of social media marketing (such as customer satisfaction, brand loyalty, and cost-effectiveness), and the importance of social media for small business growth, including increased productivity, customer attraction, and profitability. The project aims to determine the impact of digitalization on OAK Cash and Carry, analyze the benefits of social media marketing adoption, and assess its importance in small business development, addressing research questions related to these objectives.

RESEARCH
PROJECTS

Table of Contents
TITLE: ............................................................................................................................................1
CHAPTER 1: INTRODUCTION ...................................................................................................1
CHAPTER 2: LITERATURE REVIEW ........................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................9
CHAPATER 4: DATA COLLECTION & INTERPRETATIONS..............................................11
CHAPATER 5: CONCLUSION, RECOMMENDATION AND REFLECTION.......................23
.......................................................................................................................................................25
REFERENCES..............................................................................................................................26
APPENDIX 1.................................................................................................................................28

TITLE:
“To evaluate the influence of social media marketing to attract large number of customers
and gain competitive advantages”. A case study of OAK Cash and Carry.
CHAPTER 1: INTRODUCTION
Overview of the Research
Digital technology are considered as the most significant component which plays vital
role in the development and success of business operations and activities. In the modern era,
competition is more large at market and firms are widely concern or interested on implementing
advanced technologies as to improvising its development and operation successfully. Social
media is identified as one of the significant techniques of digitalisation that benefited to the
company to maximise customer's base and gain competitive advantages easily (What is the social
media marketing, 2018). Social media marketing is the utilisation of websites and social media
platform in order to promote a service or product (Agnihotri and et. al., 2016). Most of the social
media platforms have develop in data analytics techniques, which enable business to track the
engagement, success and progress of ad campaigns. Beside this organizations address a number
of stakeholders via social media marketing, considering potential and current customers and
employees, bloggers, general public and journalists. OAK Cash and Carry is the chosen company
for this particular research project. It is a small retail industry in United Kingdom which provides
cash and carry services and products for retailers, officers, caterers, newsagents, off licences and
other local businesses. For this, company need a social media marketing tool which help them to
attract various number of customers as well as accomplish better outcomes within predetermined
period of time.
Background of the Research
OAK cash and carry Ltd. Is a small business which provides grocery products and cash
and carry services to the people. In the company 58 employees are recently working which
assist to give their diversified activities appropriately. Company require to implement social
media marketing as a part of digitalisation which help them to maximise customer's base and
gain competitive edge within predetermined time duration (Ahmad, Musa and Harun, 2016).
Thus, this technology is more essential and beneficial for the small firm in different ways such as
maximisation of brand awareness, enhancement of search engine ranking, higher conversion
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rates, better customer satisfaction etc. All these benefits are wanted by the company which is
possible with the use of social media platform.
Significance of the Research
Research comprises systematic and creative work or activity undertaken to maximise the
stock of knowledge, considering knowledge of society, culture and humans and the use of this
stock of understanding to devise unique applications. Research is more significant and essential
for the each and every organisation to collect appropriate information about customer's response.
This information mainly linked with the opinion of clients about business services, products,
impacts of digital technology and many other. A research work supports an individual in creating
the ability of finding information in respects to a specific research problem. In a research a
particular issue is determined as to reaching at reliable and valid output of the work (Aichner and
Jacob, 2015).
Research Aim
This includes to be the significant aspect of research study as it assist in giving an
effective direction to the researcher to carry out the in proper investigation in right direction. It is
identify as a predetermined theme, which indicate the research problem in the way of statement.
The main aim of this research project is “To evaluate the influence of social media marketing to
attract large number of customers and gain competitive advantages”. A case study of OAK Cash
and Carry.
Research Objectives
This is another important part of study which is interrelated with the research purpose as
it is essentially based on the research issue (Baker, 2016). This area of research is reasonable in
providing a accurate tool to investigator in order to execute entire activities of research program
effectively. Objectives of research are approachable as a small improvement which are fruitful or
beneficial in analysing the final outputs. There are some main research objectives which are
shown as under:
 To determine the Impact of digitisation upon the performance and effectiveness of OAK
Cash and Carry.
 To analysis the benefits which are collected by company after adoption of Social media
marketing.
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 To determine the importance of social media marketing in the growth and development
of small business.
Research Questions
This can be refereed as the main part of the research project which is an answerable
inquiry into a particular issue or concern. This part of the research study is mainly based on the
objectives which help the business to identify customer's response. There are some questions
related to the research objectives are shown as under:
 What are the impacts of digital tool upon the performance and effectiveness of OAK
Cash and Carry.
 What are benefits which are collected by company after adoption of Social media
marketing? What is the importance of Social media marketing in the growth and development of
small business?
Time Scale
This section of the investigation is mainly focuses on the framing an accurate time frame
in which entire activities of study are implement appropriately (Chen and Lin, 2015). It is one of
the main and foremost element which show the dime duration of starting and ending a project.
Some activities of investigation are time consuming so it is necessary for a investigator to make a
time frame in regard to giving proper time to attempting work and tasks of the study.
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CHAPTER 2: LITERATURE REVIEW
It is another important part of the research project which is provide accurate information
about research questions. In simple word, it is determined as a comprehensive, broad, systematic,
in-depth and critical review of scholarly publication, audiovisual materials, unpublished
scholarly print materials and personal communication (Erevelles, Fukawa and Swayne, 2016).
In simple word, literature review define as a synthesis and interpretation of published work.
Main purpose of this part of research is to achieve better knowledge of the era of inquiry; facts,
scholars etc. This section is really needed by the researcher because it assist them to narrow a
issue in a systematic manner. Along with them, in the literature review, researcher briefly
address the research objectives.
Impact of digitisation upon the performance and effectiveness of OAK Cash and Carry
According to the opinion of Ngai, Tao and Moon, (2015) Digital technology is one of the
important and essential part for the effectiveness and performance of company. Social media
marketing is a significant part of the digitalisation which help the company to promote their
products and services in a systematic manner. Due to the impact of social medial platform, the
relationship between consumers and brands have changed a lot. Beside this, OAK Cash and
Carry Ltd creates an effective strategies after they evaluate and realise the target customer's
demands, needs, likes and dislikes via social media (Advantages of social media marketing,
2018). It has a main effect on the business and world when they make their services or brand
visible. In this business using different kind of social media platform including LinkedIn,
Twitter, Facebook etc. All these are benefited to the company to maximise customers base and
gain competitive advantages easily. There are different impacts of social medial marketing upon
the effectiveness and performance of an organisation are determined as under:
Improved customer insights: As per the view point of Ryan, (2016) businesses acquire a
good knowing of their clients by allowing them to measure their insights, understanding that the
trade name or brand is listening. Beside this social media marketing allows then in order to
observe what opinion of potential customer's are and complex them as well.
Establishing Brand awareness: Through social media marketing, it is possible in order
to maximise brand awareness and knowingness among clients as businesses can develop
consciousness by building strong image of company.
Benefits which are collected by company after adoption of Social media marketing
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As per the views expressed by Saeidi and et. al., (2015) social media marketing is one of
the main and essential element for the development and progress of the organisation within
predetermined period of time. This tool is help an enterprises to increase number of customers
and accomplish their long term goals and objectives easily. There are certain benefits are
collected by the business after adoption of social media marketing are determined as under:
Better customer satisfaction: As per the views expressed by Siamagka and et. al., (2015)
social media is a communication and networking platform. Making a voice for business entity
via these platform is essential in humanizing its organisation. Digital technology help the
company to provide better quality in its products and services at reasonable price and in quick
way. Thus, it benefited to the OAK Cash and Carry Ltd to provide better satisfaction to the
customers.
Improved brand loyalty: One of the main purpose of each and every companies is
creating a loyal base of customers. Considering that brand loyalty and customer satisfaction
atypically go hand in hand, it is essential to engage with clients on regular basis and begin
making an effective bond with them. Thus, social media help the business entity in enhanced
brand loyalty and achieve better results easily.
Cost-Effective: As per the point of view of Turban and et. al., (2017) social medial
marketing is a most important and cost-effective element of an advertising scheme. Signing up as
well as developing a profile is loose for entire platform of social networking. Thus, it is
important and essential for the development and growth of the organisation within predetermined
period of time.
Importance of social media marketing in the growth and development of small business
According to the West, Ford and Ibrahim, (2015) social media marketing is essential tool
in the development and success of small organisation. It is more effective and beneficial
technique for the company to attract various number of customers easily which is significant in
achievement of better outcomes. In today's era, large number of the population are spend their
more time of social media which is good for the individual as well as business to maximise their
performance and productivity at marketplace. With the help of this techniques company easily
promote their goods and services in quick manner to the customers. In the modern world, large
number of the companies are depending on the different platform of the social media to
maximise revenue and customer engagement. Social networks like Instagram, twitter, YouTube,
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Google+, Facebook are state utilised for captivating customers and marketing business in a
significant manner. According to the Hu and Liu, (2017) social medial is essential and effective
tool for attracting different customers at same time and accomplishing wanted goals in
predetermined time period. Social media is also beneficial for the enterprises to improve their
development and success at marketplace. Thus, it s useful and valuable technique for the OAK
Cash and Carry Ltd to maintain their strong image and goodwill at international marketplace.
Due to social media, company can increase their sales and revenues easily. Beside this, social
media play vital and effective role for the success and growth of firm. There are importance of
social media which are determined as under:
Increased productivity and profitability: Digital technology is useful and valuable part
for the company to increase their profitability ad productivity in planned manner. For
achievement of this, OAK Cash and Carry Ltd provide training to their entire workforce. Thus,
this knowledge help the business to deal with difficult situation easily and gain better results over
their challengers. Maximisation in profitability and productivity assist in the long term
development and growth of firm.
Attract different customers: According to the Zhang, Guo, (2018) social media
marketing support the organisation to attract various number of customers easily. Beside this,
company give their full involvement in providing quality services and products to the other
retailers which benefited to the firm to accomplish their wanted outcomes and increase sales
also.
Maintained performance and goodwill at marketplace: Social medial is a main part of
the digitalisation which support the company to give accurate services and products to the
customers in quick manner. Digital technology also assist the firm to save their time as well as
cost which is biggest point to retain their strong image at marketplace. As per the point of view
of Kavoura and Stavrianeas, (2015) digitalisation in the business operations and functions are
most significant element for the future growth and progress of company at marketplace.
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CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is the theoretical, systematic analysis of the methods followed to a
field of investigation. It is an effective process applied to collect data and information for the
motto of making company decisions (Fuchs, 2017). This method may include interviews, survey,
publication research and many other techniques of investigation. All these methods are support
the firm to evaluate response and opinion of the customers towards business products and
services. It will also support the company to gain competitive advantages easily. It is a best part
of the research project used by the all researcher in order to collect accurate amount of the
information and data. Thus, it help the OAK Cash and Carry Ltd to accomplish long term goals
and gain competitive edge within predetermined period of time. In order to complete this part of
the research, investigator need some tools and approaches which are explained as under:
Data Analysis: In order to complete data analysis, researcher need to apply thematic
analysis which is effective and essential for them to recognise response of the customers towards
business products and services. It is one of the most common and effective way of evaluates in
qualitative investigation (Hudson and et. al., 2016). It emphasizes recording, pinpointing and
examining themes within information. In this case, different themes or patters will be constructed
which will support in establishing researcher effectively. It will be made all questions as this will
benefited the scholar in evaluating the customer's and employees response.
Data Collection: It is important and essential part of the research methodology which is
used by the investigator to collect appropriate amount of the information. There are two main
methods of data collection such as primary and secondary data. Under primary research,
investigator will be made questionnaire which will support in gaining the proper and relevant
information from the communicator. In case of secondary source, researcher need some materials
such as books, journals, magazines, articles etc. all these are benefited to collect accurate amount
of the information easily. In the current research, primary source will be used which help to get
accurate data appropriately.
Research philosophy: These are divided into two elements such as positivism and
interpretavisim. Both are useful approach of research methodology which is used by researcher
with aim to collect appropriate amount of the information (Kavoura and Stavrianeas, 2015).
Current research projects will be based on Interpretivism which will assist the researcher in
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analysing the information in an effective way. Thus, it assist them to arrive at the accurate and
valid conclusion. In case of positivism philosophy, it is not appropriate for carrying out
investigation in systematic manner.
Research design: It is another important part of the research methodology which is
followed by the researcher to gather accurate data regarding customer's response. This section of
the methodology is relay on the three components such as experimental, exploratory and
descriptive. All these are essential but present research project is based on descriptive design
because it analysis actual issue which are arise during the investigation (Kiráľová and Pavlíčeka,
2015).
Data Sampling: It is an effective technique which is essential for the company to analysis
response of the selected customers, employees and many other stakeholders. There are two type
of sampling methods such as probabilistic and non-probabilistic sampling tools. Both are
valuable for identifying the opinion of the chosen respondents. In case of probabilistic sampling
tool consists simple random sampling method in which same probability is allotted to each
observation. Under non-probabilistic sampling tool covers purposive and convenience sampling
tool. These are valuable but actual research project is based on purposive sampling method
because it assist the researcher to get accurate data from the respondents (Lamberton and
Stephen, 2016). In this selected sample of 40 respondents.
Ethical Consideration
The ethical consideration are identified as an effective elements for leading exploration
effectively. Premier, the investigator is bound up to assurance legitimate care of entire collecting
needed into look into work. Thus. It is the responsibility of researcher to maintain certain
information privately. Further, the expert ought to pledge that no personal information is asked to
the answering. This research is required to completed within a particular time duration which is
assigned to all people. In other words, at the time of conducting a research program researcher
faces various battle and conflicts which are needed to be sort out by researcher appropriately and
effectively (Moreno and et. al., 2015). In this main problem is cost as well as time which is
effected in research study while organising research project systematically. In this investigator
play effective role in processing an effective time framework to utilizing entire activities and
functions in planned way.
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CHAPATER 4: DATA COLLECTION & INTERPRETATIONS
Questionnaire
Q1. Does implementation of social media marketing effects on the business
activities of OAK Cash and Carry?
Frequency
Yes 32
No 8
Q2. Which kind of technology supports the most to OAK Cash and Carry to
attract large number of customers?
Frequency
Social media marketing 20
IT software's 10
Wireless technologies 5
Cloud techniques 5
Q3. What are the impacts of digital tool upon the performance and effectiveness
of OAK Cash and Carry?
Frequency
Improved customer insights 20
Establishing Brand awareness 20
Q4. What are benefits which are collected by company after adoption of Social
media marketing?
Frequency
Better customer satisfaction 15
Improved brand loyalty 15
Cost-Effective 10
Q5. What is the importance of Social media marketing in the growth and
development of small business?
Frequency
Increased productivity and profitability 15
Attract different customers 10
10