Impact of Social Media Marketing on Oak Cash & Carry Performance

This research project investigates the influence of social media marketing on the business performance of Oak Cash & Carry, a company dealing in food and drug products. The report begins with an introduction outlining the research's background, significance, rationale, aims, objectives, and research questions. A literature review follows, exploring the concept of social media marketing, its tools, and its relationship with business performance. The study then delves into the research methodology, data analysis, and concludes with recommendations. The report highlights the importance of social media marketing for enhancing brand awareness, improving brand loyalty, and attracting customers. It examines various social media marketing tools like Oktopost, Tagboard, Followerwonk, Everypost, and Socialbakers, and their application in business operations. The research aims to analyze the impact of social media marketing on business performance, identifying the concepts, tools, and relationships involved, providing valuable insights into digital marketing strategies for business growth.

RESEARCH
PROJECT

Table of Contents
TITLE: ............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of the Research .....................................................................................................1
Background of the research....................................................................................................1
Significance of the study........................................................................................................1
Rationale of the study.............................................................................................................2
Research Aim.........................................................................................................................2
Research Objectives...............................................................................................................2
Research Questions................................................................................................................3
Time Scale..............................................................................................................................3
CHAPTER 2 LITERATURE REVIEW .........................................................................................5
Concept of social media marketing in business organisation. ...............................................5
Different tools of social media marketing that can be utilised by Oak Cash & Carry...........6
Relationship between social media marketing and business performance of Oak Cash & Carry
................................................................................................................................................7
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................8
CHAPTER 4: DATA ANALYSIS ...............................................................................................10
CHAPTER 5: CONCLUSION & RECOMMENDATION ..........................................................22
REFERENCES................................................................................................................................1

TITLE:
“To analyze the impact of digital technology, epically social media marketing, on business
performance of an organisation”. A case study of Oak Cash & Carry”.
CHAPTER 1: INTRODUCTION
Overview of the Research
Research is important part for an organization to analyze all information about customer's
perception towards business product, service, process etc. In order to influence large number of
customers, company use social media marketing as a part of digitalisation (Andrews, 2014). It
refers to the effective process or gaining attention or traffic through social media sites. In the
present report, chosen organisation is Oak Cash & Carry Ltd which deals in food and drug. The
main focused area of company is to develop business performance and growth through applying
social media marketing tool.
Background of the research
This report is based on Oak Cash & Carry Ltd that provides cash and carry services to
retailers, officers, newsagents, caterers and many other local businesses. It is an active company
incorporated in 2000 with the registered office in Oxfordshire. To maximise customer base in the
organisation, company follow social media marketing which is essential for their growth and
performance at large scale (Armstrong and et. al., 2015). It is important and effective parts of
digital marketing, which gives incredible advantages that support firm to reach million of clients
across the world. With the use of such tool, company easily enhance their brand awareness,
improve brand loyalty, increase customer's satisfaction level, increase traffic etc. All these
benefits are important for the success and development of company at different places.
Significance of the study
The current study is based on implication of digital technology on improving business
performance and growth easily. Oak Cash & Carry Ltd is a small business that concern on
enlarging their business operation at large scale by providing variety and quality of services or
products to their customers. The basic motive of preparing this research is to create knowledge
and skills of learner on particular area (Ashley and Tuten, 2015). As a consumer staples industry,
Oak Cash & Carry Ltd concerns on using innovative and new technology in their business
operation which are essential for them to improve their productivity and performance. The main
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reason of organising this investigation is to understanding the importance of implementing social
media marketing in different departments of company.
Rationale of the study
Main purpose of organising this research is to implement social medial marketing as a
part of digital technology. Company uses this technology for enhancing their performance and
growth at large scale (Balakrishnan, Dahni and Yi, 2014). For analysing relationship between
social media marketing and business growth, researcher conduct this research. Social media
marketing is useful for the Oak Cash & Carry Ltd is to improve their brand awareness,
reputation, customer services etc. This tool also help the organisation to attract million number of
customers by providing accurate information in regards of product and service.
Research Aim
This can be refers as an effective and essential aspect of research study as it support in
organising entire activities in accurate path (Lee, Hosanagar and Nair, 2014). It is a preset
statement on which activities of research are carrying in a right way so that wanted outcome can
be accomplished.
Main aim of this research is: “To analysis the impact of social media marketing on
business performance of an organisation”. A case study of Oak Cash & Carry.
Research Objectives
It can be introduced as the important part of study because it assist in summarise the aim
of project in well defined way (Chang, Yu and Lu, 2015). This is significant in order to solve
issue related to time completion of research. This part of study is based on dependent and
independent variables. Here,the aim of project social media marketing is independent variable
and business growth is dependent variable. As business growth and success is highly depend on
the social media marketing tool. Objectives are developed that assist in covering entire elements
of research aim. Some objectives are determined as under:
 To identify the concept of social media marketing in business organisation.
 To examine different tools of social media marketing that can be utilise by the Oak Cash
& Carry.
 To analysis relationship between social media marketing and business performance of
Oak Cash & Carry.
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Research Questions
This part of research is mainly based on objectives of the study as it gives an accurate
direction or guidance to the investigator to complete research activities systematically. It assist in
giving a correct literature review of study. Some questions of the research are mentioned as
under:
 What are the concept of social media marketing in business organisation?
 What are the different tools of social media that can be utilise by the Oak Cash & Carry?
 What type of relationship between social media marketing and business performance of
Oak Cash & Carry?
Time Scale
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CHAPTER 2 LITERATURE REVIEW
A literature review is both explanation and summary of the current and complete state of
knowledge on a specific topic found in journal articles and academic books (Dahl, 2018).
Purpose of literature review is that it provides readers easy access to investigate on a specific
topic by choosing high quality studies or articles that are meaningful, valid, important and
relevant and summarizing them into single complete report. It find out gaps, contradictions and
inconsistencies in the literature. Thus, it is most important aspect of research report as it assist in
giving a summary of subject, theory or issue. This part of investigation support in conducting
detail information through taking point of view of different authors who are having accurate
knowledge and skill about the specific topic.
Concept of social media marketing in business organisation.
According to the Dahl, (2018)Social media is introduce as a way of communicating with
others via instant blogging and messaging. Perception of most of the people that social media is a
part of marketing tool. It is a simple and quick way to share organisation's data such as
promoting, service or products available to customers. In social media marketing targeted
advertising is more essential part. Maximum number of people who follow social media platform
is essential for Oak Cash & Carry to promote their service or products. In marketing, networking
is most useful factor because it help the company to develop better relationship with customers.
There are different tool of social media marketing such as Oktopost, Tagboard, Followerwonk,
Everypost, Socialbakers and many other. All these are essential and valuable tool for the
company to provide relevant content and information to the customers. This information mainly
related feature, quality, quantity of products and services.
Social media marketing is a part of marketing that emphasised on people not a service or
product. It is the use of social network and social media websites to sell a business's services and
products. This tool provides different ways to the company in order to reach new customers,
attract with existing clients and encourage its desired mission, tone or culture. As per the point of
view of Margaret, (2018) social media marketing is an effective techniques or tool that target
social network and output to promote particular products or spread brand awareness. According
to the Dahl, (2018) social media marketing is an essential tool for each and every organisation
because it help them to easily promote their products or services. It is also beneficial in
maximising customer base and improving brand loyalty at marketplace.
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Different tools of social media marketing that can be utilised by Oak Cash & Carry
Oak Cash & Carry limited offers different range of commodity in bulk for off licences,
caterers, newsagents, retailers and other local businesses. In order to provide information related
to products and services company decide to impalement social media marketing. It is one of the
best and useful technique for the company to easily attract million number of customers and
enhance their brand loyalty. There are different tools of social media marketing which are utilise
by Oak Cash & Carry limited in their business operations. Some tools are determined as under:
Oktopost: As per the point of view of Rouse, (2018) Oktopost refer as a social media
management technique specially designed for business to business companies. This tool help
firm to schedule web content, measure its efficacy and monitor social conversation related to
particular business projects. It even assist business to handle large number of social media teams
in an effective manner.
Tagboard: It is introduce as a social listening technique. It is use to search and gather
public social information within seconds of state posted to few networks like Facebook and
Twitter. It is an advanced form to control certain things like product and brand. It is also
essential and valuable technique to develop innovative plans on what to place and how to attract
audience.
Followerwonk: It is another tool of social media marketing that is exclusively use with
Twitter. It will assist firm to evaluate and optimize their Twitter audience and provide all
information about business. Thus, it is essential and important tool for the company to influence
large number of customers towards business services, products, process and many other
activities.
Everypost: It is another essential tool which is utilise by the company in their business
operations. According to the Rouse, (2018) Everypost makes it easy or simple to curate message
all in single place by pulling collectively accurate multimedia from Flickr, Instagram, RSS feeds,
YouTube and so on. Then, business can schedule their post and personalize them to suit the
clients of al of their social platform. Thus, it is an essential way for the company to increase the
effectiveness of all post easily.
Socialbakers: It is a suite of techniques that assist business organisation to create social
media decisions or judgement based on analytics. For example: business entity can analysis their
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performance over their rivals, follow those insights in order to enhance their information and
then produce their campaigns by boosting customer retention, acquisition and growth.
Relationship between social media marketing and business performance of Oak Cash & Carry
Performance and growth of the company is highly depend on its quality products and
services. It is also depend on satisfaction level of customers. So in order to attract large number
of customer easily company follow social media marketing tool. It is one of the best and
essential way for the firm to maximise customer base and gain competitive benefits easily. In
business performance and growth, social media marketing has positive impacts. There are some
benefits of using social media marketing tool for the company are determined as under:
Improved brand Awareness: As per the point of view of Nelson (2018), social media is
refer as on of the profitable and most stress-free digital marketing platforms that can be applied
to increase business visibility of company. By following a social media marketing strategy, it
will assist company significantly to increase their brand recognition. By spending only a some
hours per week, approx 91% sellers claimed that social media tools efforts greatly maximised
their brand visibility.
Improved brand loyalty: Advertising of business activities on social media sites develops
an open service facility where clients can show their feelings and opinion about products and
services offered by firm. By providing importance to customer opinion, satisfaction level of them
automatically rise. It is essential for the business entity to enhance their brand loyalty within
predetermined time period.
Reduced marketing costs: Social media marketing is important and essential element for
the company to easily promote their products and service at marketplace. With the use of
computers and many internet connection, Oak Cash & Carry can decrease its marketing costs.
Therefore, following social media tool to sell services and products effectively help firm to
reduce their operational costs. Thus, it social media marketing is more essential and significant
tool for the success and growth of organisation at large scale.
Better customer satisfaction: Social media refers as a communication platform and
networking. For providing quality and variety of services or products to the customer through
social media marketing tool. It help business to increase satisfaction level of customers and
achieve better outcomes within predetermined time period.
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Cost effective: Social media marketing is one of the best and cost effective tool for the
company. It help them to promote or advertise their products and services easily. Cost effective
is main advantage for the company because as they can see a maximum return on investment. It
is also beneficial for firm to retain a large budget for other business and marketing expenses.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is the theoretical and systematic evaluation of the methods used to
a field of investigation (Dahnil and et. al., 2014). It is the specific techniques or procedures
applied to analyse, process, select and identify data about a topic. In addition, it is essential
aspect of research project which assist in conducting all activities in accurate manner. In order to
complete this part of research, investigator require some methods which are described as under:
Data Collection: It is the process of collecting and evaluating data on variable of interest
in an accepted systematic fashion. For collecting the data researcher mainly use two methods
such as primary and secondary. In case of primary information, questionnaire will be prepared by
the investigator which will support in gaining accurate data from the respondents. Under
secondary methods, journals, books, magazines will be used which assist the investigator to
collect relevant data about the effect of social media marketing in the organisation (Felix,
Rauschnabel and Hinsch, 2017). Both types of data collection method are useful but as per this
research primary method is more useful for the company because it consumes less time and
provide respondents more time to answer the questions.
Research design: It is the set of procedures and methods followed in gathering and
evaluating variables specified in the research issue. It is a systematic method that an investigator
uses to organise a scientific research. Research design is mainly divided into three parts such as
exploratory, descriptive and experimental. Exploratory design explore that is to analysis about
something by responding the questions in How or What manner (Godey and et. al., 2016). Under
descriptive, it is an in-depth and detail investigation that answered the questions how and what.
Experimental design is an effective method applied to establish an effective relationship between
two variables. All these are essential but according to the topic, descriptive design is more
suitable because it give valid conclusion.
Research philosophy: It is a belief regarding the way in which information about a
phenomenon should be collected, evaluated and used (Grębosz, Siuda and Szymański, 2016). It
is a part of research methodology which is divided into two parts such as Interpretivism and
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positivism. In this research topic, interpretivism philosophy will be applied because it helps in
analysing information in effective manner. Positivism philosophy is not suitable for this study
because it requires large sample which is not useful for the small size organisation.
Data sampling: It is referred as an effective method used to gather the sample size of
respondents. There are mainly two types of data sampling method such as probabilistic and non-
probabilistic. Probabilistic sampling method applies random sampling tools to create a sample
(Hajli, 2014). One of other hand, non-probabilistic techniques apply random procedures like
convenience sampling and researcher judgement. Both are essential and useful but in this topic
researcher only use probabilistic sampling because it helps in collection of accurate data. The
sample size is 40 and respondents are those who are using social media marketing of the Oak
Cash & Carry in planned and effectual way.
Data Analysis: This part of the research method will be completed with the use of
thematic analysis. It is one of the common ways of evaluation in qualitative research. It focusses
pinpointing, recording and examining themes or patters within information (Hyder, 2016). In
this case, different themes will be used which will support in executing research activities in an
effective manner. The theme or pattern will be formulated for each and every questions that will
benefited the scholar in systematically evaluating the response.
Ethical consideration: During the research, researcher face different limitations. Time
and cost are main issue for the Oak Cash & Carry because it is a small size organisation. The
topic is large and for acquiring the response, specific time and cost is needed. Therefore, it can
be said that time and cost are less for the entire study (Kumar and et. al., 2016).
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CHAPTER 4: DATA ANALYSIS
Data analysis refers to an effective process of cleansing, inspecting, modelling and
transforming information with the motive of collecting accurate information (Lamberton and
Stephen, 2016). It is important and essential part which help the researcher to gather relevant and
accurate data from the selected respondents. In this investigator use thematic analysis which will
be essential in carrying out investigation of all activities of study effectively.
QUESTIONNAIRE
Q1) Do Oak Cash & Carry carries out Social media marketing tool in the
organisation?
Frequency
 Yes 30
 No 10
Q2) Does Social media marketing can assist in attaining sustainable
objectives?
Frequency
 Yes 35
 No 5
Q3) In your opinion, do digital technology support in achieving competitive
benefits ?
Frequency
 Strongly agree 20
 Agree 8
 Neutral 6
 Disagree 4
 Strongly disagree 2
Q4) On what reason social media marketing can be followed by the Oak Cash
& Carry ?
Frequency
 Increasing performance and growth 15
 Increasing customer's base 15
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