Social Media & Brand Image Research Proposal

This research proposal investigates the impact of social media marketing on the brand image of Marks and Spencer UK. The study aims to assess this impact, understand the significance of social media in modern business, identify positive outcomes of social media use in retail, and recommend improvements for Marks and Spencer's social media strategy. The methodology employs a descriptive research design with an inductive approach and positivism philosophy. A sample of 5 marketing managers will be surveyed using questionnaires, supplemented by secondary data from books and journals. Qualitative analysis will be used to identify themes. The literature review cites existing research on social media's role in brand building and market awareness. The proposal includes a Gantt chart outlining the research timeline and anticipates findings demonstrating a positive correlation between social media use and brand image enhancement, leading to improved market performance and profitability.

RESEARCH PROPOSAL

Table of Contents
Title .............................................................................................................................................3
Background..................................................................................................................................3
Methodology ...............................................................................................................................4
Literature review..........................................................................................................................4
Gantt chart....................................................................................................................................5
Expected outcomes......................................................................................................................6
REFERENCES................................................................................................................................7

Title
Impact of social media marketing on brand image of business: A study on Marks and Spencer
UK.
Aim: The main aim behind carrying out the present study will be “To assess the impact of social
media marketing on brand image of business: A study on Marks and Spencer UK”
Objectives: On the basis of aim of research following will be the main objectives which are:
 To understand the significance of social media marketing in modern era
 To identify the positive outcomes after indulging into social media practices in retail
sector
 To recommend the effective ways through which Marks and Spencer can improve its
brand image through social media practices
Research questions
Following will be the main research questions in case of present research which are:
 How important is social media marketing tool in the modern era?
 What are the positive aspects after indulging into social media practices within retail
sector?
Background
The main aim behind carrying out the present study will be to identify the real impact of
social media on brand image of the organization. Further, various challenges are present in the
business environment due to which it becomes difficult for businesses to enhance their market
performance. Apart from this, social media as a tool is regarded to be quite effective with the
help of which business can easily develop awareness in the market regarding its products
(Musgrave, 2011). Further, other types of marketing tools are also present which they are not
very effective as compared with social media tool. In short, it allows business in gaining
competitive advantage where accomplishment of desired goals becomes easy and in turn it
brings favorable results for organization. On the other hand, without indulging into social media
practices it is not at all possible for business to focus on its long term performance and it may
have adverse impact on brand image also
Company overview
Marks and Spencer is a British multinational retailer headquartered in the city of
Westminster London. Organization is listed on stock exchange and is specialized in selling
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clothing along with home products (About us., 2016). Organization is having worldwide
presence and well known in the market for range of products it offers to its target market.
Moreover, company strongly depends on social media practices where promotion along with
other type of important information is being provided to the customers with the help of this tool.
This has supported Marks and Spencer to operate efficiently at global level and in turn grabbing
large number of opportunities has become easy for company in every possible manner. Each and
every type of product being offered by Marks and Spencer is famous due to presence of effective
social media practices and it has supported company in every possible manner. Moreover,
business uses sites such as Facebook, twitter etc with the motive to develop stronger relationship
with its target market. This has also assisted in knowing need and requirement of customers in
best possible manner and in turn company can easily focus on its goals.
Methodology
This part will include various tools and techniques which will be employed for
conducting the overall research in proper manner. Further, the entire research is descriptive in
nature where main stress is on providing description of the topic being chosen (Saunders and et.
al., 2010). Through this research design it will become easy to understand the topic in better
manner. Moreover, inductive approach will be employed where results will move from specific
to general. The entire study will be carried out from point view of Marks and Spencer and on the
basis of results recommendations can be provided to entire retail sector of UK. Positivism as a
philosophy will be undertaken which focuses on positive aspects (Silverman, 2010). Sample size
of 5 marketing managers of Marks and Spencer will be undertaken through purpose sampling
technique. For primary data collection questionnaire will be used and in case of secondary one
books, journals etc. For analyzing information qualitative tools will be used where different
themes will be formed.
Literature review
As per view of Zimmerman and Ng (2015) social media as a tool is most commonly used
by businesses in the modern era. Further, it supports company in developing awareness in the
market and in turn customers can easily know about the range of services offered. Further, by
using this tool brand image of business can be enhanced easily and this becomes favorable in
near future also (Zimmerman and Ng, 2015). Apart from this, social media marketing has wide
coverage where it becomes easy for enterprise to promote its product at global level. However
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Poole (2011) argued that, without using this tool it becomes difficult for company to sustain in
the market and it leads to decline in level of performance. Moreover, implementation of social
media practice is not at all costly for business and sites such as Facebook, twitter etc can be
easily used for sharing information with target market (Poole, 2011).
Gantt chart
Table 1: Time line for the proposal
Key Activities
Wee
k1
Week
2 & 3
Week
4
Week
5
Week
6
Week
7
Week
8 & 9
Wee
k 10
Week
11
Preparing for
Introduction
Literature Review
Collecting
secondary
information
Examining of
collected Data
Research Design
Research
Methodology
Obtaining Primary
Data
Analysis of
primary and
secondary data
Conclusions and
Recommendations
Completion of
remaining work
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Revise and draft
Final Submission
Expected outcomes
From the entire research it will be expected to obtain findings where social media as a
tool has direct and positive impact on brand image of company. Further, it can assist company to
survive in the competitive market and has positive impact on long term performance also. Apart
from this, it provides platform to business in promoting range of products. No such disadvantage
of this tool is being present which can be unfavorable for business. Due to this reason adoption
of this tool at global level is quite high and in turn businesses can easily operate efficiently in the
market. It becomes easy to boost sales volume along with the profitability of business.
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REFERENCES
Books and Journals
Musgrave, J., 2011. Moving towards responsible events management. Worldwide Hospitality
and Tourism Themes. 3(3) .pp.258 – 274.
Poole, T., 2011. The Little Cook Book of Social Media Marketing. Lulu.com.
Saunders and et. al., 2010. Research Methods for Business Students. Harlow: Prentice Hall.
Silverman, D., 2010. Qualitative research. Sage.
Zimmerman, J. and Ng, D., 2015. Social Media Marketing All-in-One For Dummies. 3ed ed.
John Wiley & Sons.
Online
About us., 2016. [Online]. Accessed through < https://corporate.marksandspencer.com/aboutus>.
[Accessed on 6th August 2016].
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