University of Sunderland: Social Media Marketing and Bunga Bunga

This MBM dissertation examines the impact of social media marketing on the organizational success of Bunga Bunga Covent Garden, a unit of the Inception Group. The study investigates how social media strategies influence customer attraction, brand recognition, and overall business performance within the competitive hospitality industry. The research encompasses a literature review, research methodology, data presentation, and findings, including descriptive and inferential statistics. The dissertation explores the effectiveness of social media marketing tools, analyzing their impact on customer loyalty, and proposes recommendations for Bunga Bunga to enhance its marketing strategies and achieve organizational objectives. The research utilizes both quantitative and qualitative data collection methods, offering insights into the relationship between social media marketing and business outcomes. The dissertation concludes with recommendations for future strategies and a reflection on the research limitations.

BUNGA BUNGA COVENT GARDEN
Investigating the Impact of Social Media
Marketing on the success of the organizational
success. A case study of Bunga Bunga Covent
Garden
MBM Dissertation

1BUNGA BUNGA COVENT GARDEN
Investigating the Impact of Social Media
Marketing on the success of the organizational
success. A case study of Bunga Bunga Covent
Garden
Supervisor Name: Dr. Akinseye Olatokunbo Aluko
Master of Business Management
By Paulo Alexandre Cosme Vieira
Word Count: 17418 (Excl. Appendices, Tables, Graphs)
Registration No: 189084585
Academic Year (2018-2019)
University of Sunderland London Campus
Copyright University of Sunderland London Campus, No part of this publication may be
reproduced without the prior written permission of the copy right owner

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Abstract
The competition amongst the hospitality industry can be stated to be very competitive in
nature and it is in relation to this that the different companies which are present within
this industry would be required to ensure that they are successfully able to undertake a
set of initiatives which would thereby assist it in gaining a larger competitive positioning.
Additionally, the initiatives which have been taken by the different firms around the
globe all come down to a single aspect- the social media marketing. Therefore, the main
aim of the study is to find the impact of the social media marketing on the organizational
success of the Bunga Bunga Covent Garden. The firm is a unit of the Inception Group
and with respect to this, although the firm offers a considerable quality of services, it is
important to note that, its services are not that popular. Hence, it is assumed that the
social media marketing can be used by the firm to attain success. Therefore, the aim of
the study is to underline the manner in which the social media can be used by the
various businesses in order to ensure organizational success. The first chapter has laid
down the background of the research which is then followed by the Review of Literature.
This is followed by the Research Methodology and the data results chapter. The fifth
chapter discusses the outcomes of the study and this is then followed by the manner in
which certain recommendations can be adopted by Bunga Bunga to improve its
situation. The hypothesis relating the social media marketing and success of the
organizations was accepted.

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APPENDIX 7 - DISSERTATION (PGBM140) DECLARATION
Statement of Originality and Authenticity
I confirm that the dissertation I am submitting is an original and authentic piece of
work written by myself that satisfies the University rules and regulations with respect to
Plagiarism and Collusion. I further confirm that I have fully referenced and
acknowledged all material incorporated as secondary resources in accordance with the
Harvard system.
I also certify that I have taken a copy of the dissertation, which I will retain until
after the Board of Examiners has published the results, and which I will make available
on request in pursuance of any appropriate aspect of the marking and moderation of the
work within the University Regulations.
Name: Paulo Alexandre Cosme Vieira
Registration Number: 189084585
Program: MBM
Study Centre: University of Sunderland London Campus
Date: 14/10/2019
Please note that Dissertations will not be assessed without the inclusion of
this declaration by the student
Please note that Dissertations may not be assessed without the inclusion of
electronic copies which may be submitted through the ‘turnitin’ software to check for
authenticity

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Acknowledgement
I am using this opportunity to express my gratitude to everyone who supported me
throughout the course of this MBM project. I am thankful for their aspiring guidance,
invaluably constructive criticism and friendly advice during the project work. I am
sincerely grateful to them for sharing their truthful and illuminating views on a number of
issues related to the project.
I express my warm thanks to Dr. Akinseye Olatokunbo Aluko my supervisor for his
support and guidance.
I would also like to thank to my family and friends for all support and trust in my
capacity. To Jonathan Napier, Operations at support office for his help to collecting data
from the Inception Group company and all the people who provided me with the
facilities being required and conductive conditions for my MBM project.
Thank you,
Author: Paulo Vieira

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List of Figures and Tables
Table 1.............................................................................................................................38
Figure 1............................................................................................................................39
Table 2.............................................................................................................................39
Figure 2............................................................................................................................40
Table 3.............................................................................................................................40
Figure 3............................................................................................................................41
Table 4.............................................................................................................................41
Figure 4............................................................................................................................42
Table 5.............................................................................................................................42
Figure 5............................................................................................................................43
Table 6.............................................................................................................................44
Figure 6............................................................................................................................44
Table 7.............................................................................................................................46
Table 8.............................................................................................................................47
Table 9.............................................................................................................................48
Table 10...........................................................................................................................49
Table 11...........................................................................................................................49
MBA Dissertation.............................................................................................................83

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List of Abbreviations
No abbreviations have been made use of

7BUNGA BUNGA COVENT GARDEN
Table of Contents
Chapter 1: Introduction....................................................................................................11
1.1 Overview................................................................................................................11
1.2 Problem Statement................................................................................................12
1.3 Research aim.........................................................................................................13
1.4 Research Objectives..............................................................................................13
1.5 Research Questions..............................................................................................13
1.6 Research Hypothesis.............................................................................................14
1.7 Research Rationale...............................................................................................14
1.8 Structure of the Paper............................................................................................16
Chapter 2: Literature Review...........................................................................................17
2.1 Overview................................................................................................................17
2.2 Social media marketing..........................................................................................17
2.3 Strategies for engaging social media as a marketing tool.....................................18
2.4 Factors affecting social media use in a business organization.............................19
2.5 Benefits of social media in an organization`s success..........................................21
2.6 Organisational Success.........................................................................................23
2.7 Strategies to optimize organizational success.......................................................23
2.8 Factors affecting organizational success...............................................................25
2.9 The role of social media in organization success..................................................29
The conceptual/theoretical framework.........................................................................30
2.10 Summary..............................................................................................................31
Chapter 3: Research Methodology..................................................................................33
3.0 Overview................................................................................................................33

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3.1 Research Outline...................................................................................................33
3.2 Research Philosophy.............................................................................................34
Justification of the research philosophy chosen..........................................................34
3.3 Research approach................................................................................................34
Justification of the research approach chosen............................................................34
3.4 Research design....................................................................................................35
Justification for the research design chosen................................................................35
3.5 Research Strategy.................................................................................................35
Justification for the research Strategy chosen.............................................................36
3.6 Sampling technique...............................................................................................36
Justification for the Sampling technique chosen.........................................................36
3.7 Data collection........................................................................................................36
Justification for the Data collection method chosen....................................................37
3.8 Data analysis..........................................................................................................37
Justification for the Data analysis method chosen......................................................37
3.9 Ethical considerations............................................................................................38
3.10 Accessibility issues..............................................................................................38
3.11 Summary..............................................................................................................38
Chapter 4: Data presentation and Results......................................................................39
4.1 Overview................................................................................................................39
4.2 Descriptive Statistics..............................................................................................39
Table 1......................................................................................................................39
Figure 1.....................................................................................................................40
Table 2......................................................................................................................40
Figure 2.....................................................................................................................41

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Table 3......................................................................................................................41
Figure 3.....................................................................................................................42
Table 4......................................................................................................................42
Figure 4.....................................................................................................................43
Table 5......................................................................................................................43
Figure 5.....................................................................................................................44
Table 6......................................................................................................................45
Figure 6.....................................................................................................................45
4.3 Inferential Statistics................................................................................................46
Table 7......................................................................................................................47
Table 8......................................................................................................................48
Table 9......................................................................................................................49
Table 10....................................................................................................................50
Table 11....................................................................................................................50
4.4 Hypothesis Testing................................................................................................51
4.5 Summary................................................................................................................51
Chapter 5: Findings and Discussion................................................................................52
5.1 Overview................................................................................................................52
5.2 Findings..................................................................................................................52
5.3 Discussion..............................................................................................................53
5.4 Conclusion.............................................................................................................60
Chapter 6: Conclusion and Recommendations...............................................................61
6.1 Overview................................................................................................................61
6.2 Linking to Objectives..............................................................................................62
6.3 Research Limitations.............................................................................................63

10BUNGA BUNGA COVENT GARDEN
6.4 Recommendations.................................................................................................64
6.5 Future recommendations.......................................................................................66
Chapter 7: Personal Development..................................................................................67
References.......................................................................................................................68
Appendix..........................................................................................................................73
Questionnaire...............................................................................................................73
Proposal...........................................................................................................................75
MBA Dissertation......................................................................................................85

11BUNGA BUNGA COVENT GARDEN
Chapter 1: Introduction
1.1 Overview
The social media marketing can be essentially understood to form a relevant part of
the organization and it is in relation to this, that it becomes essentially crucial for the firm
to adopt the social media marketing tools as well as the techniques available as this
would make it easier for the business to market its products and services (Ashley and
Tuten 2015). The social media has not only become crucial in the eyes of the different
young target market customers but amongst all age groups and social classes as well
due to the overall ease of use and the popularity of the tools and the social media
websites as present. In relation to this, the different businesses whether they are the
service providers or the product manufacturers will be required to ensure that they
publicize their offerings in the market and in addition to this, they are also able to see to
it that, they are able to increase their overall revenue in relation to this.
In this domain, the benefits of the social media marketing for the business can be
understood to be very high and not only does it have an impact on the overall
profitability of the business in the long run, but also helps in increasing the overall brand
recognition of the firm, improved customer rates of conversion and improved brand
authority as well as the overall effectiveness of the building as well as related costs of
marketing (Chang Yu and Lu 2015). As the social media marketing can be understood
to be a low cost advertising method, it can be essentially adopted by the firm which can
thereby have an overall impact on the operational efficiency of the firm as well.
The given study is based on the Inception Group which can be understood to be a
fun and creative group which was found in the year 2009 by the entrepreneurs Charlie
Gilkes and Duncan Stirling. The firm operates with the unique set of restaurants, bars,
club concepts in the South West and the Central London. The Bunga Bunga can be
understood to be an Italian option whereby the different customers will be able to enjoy
a different experience which comprises of entertainment as well as the drinking and
eating options under the same roof (Dwivedi, Kapoor and Chen 2015). The business as
prescribed earlier shall be the primary focus of the project which was initiated in the

12BUNGA BUNGA COVENT GARDEN
year 2016 and from that time onwards the business has been able to expand its
operations in Bunga Bunga as well. The main influence and the business idea can be
stated to have been inspired from the backstreet neighborhood Italian Bar as well as
Pizzeria.
The Bunga Bunga provides the different customers with a delicious range of Pizzas,
homemade pastries as well as other regional dishes. The implementation of the study
will be an assistance to the firm as it will go a long way in assisting the organization to
not only improve the overall operations of the business but at the same time to
understand the importance of marketing as a concept and its long term benefits on the
overall objectives of the organization (Inceptiongroup.com 2019). The social media
marketing will assist in ensuring that, the firm is able to make its products popular in the
market and at the same time, ensure that the firm is being able to find long term
success. Moreover, through this project Bunga Bunga will also be able to understand
the impact of social media marketing on customer attraction and in a manner similar to
this, it will be able to apply the appropriate strategies in the long run.
Therefore, the primary aim of the report can be understood to be to examine the
overall role which the social media marketing has to play in the success of the business,
the Bunga Bunga Covent Garden. In relation to this, the project shall assist in
determining whether the garden through social media will be able to attain all its
objectives or not (Bungabunga.com 2019). Moreover, the business shall also benefit
from the recommendations which will be presented at the end of the research paper.
The project aims to throw light on the current performance of the organization and also
outline the various mediums and techniques of the social media which can be adopted
by the business and how through this procedure the operations of the firm can be
improved accordingly.
1.2 Problem Statement
The Bunga Bunga Covent Garden can be understood to be a relevantly new
business which provides complete entertainment and good to the different customers
under one roof. The business has taken inspiration from Pizzeria which provides similar
services. Therefore, in order to make the business increasingly popular, it is important

13BUNGA BUNGA COVENT GARDEN
that the firm is able to adopt the means of the latest trends in the social media
marketing, it is crucial to undertake an analysis of the manner in which the business will
be able to ensure long term success through the overall measures. Hence, the study
will be outlined at finding the impact of the social media and related operations on
success of the Bunga Bunga Covent Garden and it is in relation to this that the study
will understands the factors related to the overall operational as well as financial
success at the workplace and link to this to the factors affecting the adoption of the
social media tools in the Bunga Bunga business. In line with this, the firm will be able to
perform well.
1.3 Research aim
The primary aim of the research is to find the role of social media marketing on the
success of the Bunga Bunga Covent Garden.
1.4 Research Objectives
The research objectives which have been defined for the paper can be understood to be
as follows:
1. To understand the role of social media and understand the manner in which it will
have an impact on the performance of Bunga Bunga Covent Garden.
2. To analyze the role of social media in a business and examine how it shall impact the
overall performance of the firm
3. To find the relationship between the social media marketing and the performance of
the firm.
4. To provide recommendations based on the manner in which the business will be able
to improve its overall operations.
1.5 Research Questions
Having established the different Research objectives, the Research questions
which have been designed for the purpose of the project can be understood to be as
follows:

14BUNGA BUNGA COVENT GARDEN
1. What is role of social media and how it will have an impact on the performance of
Bunga Bunga Covent Garden?
2. What is the role of social media in a business and examine how it shall impact the
overall performance of the firm
3. What is the relationship between the social media marketing and the performance of
the firm?
4. What recommendations can be provided based on the manner in which the business
will be able to improve its overall operations.
1.6 Research Hypothesis
The research hypothesis can be understood to be a clear forecast and testable
position which has been made about a possible outcome of a scientific research. This
can be understood to be based on the presumed differences between the different
groups as present. The hypothesis which has been formed for the particular study can
be stated to be as follows:
Independent Variable: Social Media Marketing
Dependent variable: Operations and efficiency of Bunga Bunga Covent Garden
Hypothesis
Alternate Hypothesis (H1): The social media marketing has an integral role to play in the
success of the Bunga Bunga Covent Garden
Null Hypothesis (H0): The social media marketing does not have an integral role to play
in the success of the Bunga Bunga Covent Garden.
Through the analysis in the later sections of the study, the hypothesis shall be
rejected or accepted which shall predict the outcome of the study.
1.7 Research Rationale
The Bunga Bunga business can be understood to be a relatively new concept and
hands it requires all the attention from the different customer to ensure that it will be

15BUNGA BUNGA COVENT GARDEN
able to become as popular as its competitors. In addition to the valid offering which will
be provided by the business with different customers it is necessary that marketing is
also adopted as a medium to lure the different customers towards its services.
According to Felix, Rauschnabel and Hinsch (2017), Marketing can be understood to be
a procedure which the value offering can be communicated to the customers. The social
media can be understood to be a channel which helps in building brands and increasing
the overall visibility of the business organisation. However the function of social media
marketing is not limited to this and also extends to along the business do build brand
because of the interest in the service of the product which customer gets attracted do
hens the studies focus to the understanding the role of social media marketing in the
operations of Bunga Bunga gardens and also help in understanding how the business
can make use of social media marketing in order to build its base, increase revenue and
perform well in the long run.
As mentioned earlier the Bunga Bunga Covent Garden are relatively popular in the
area but by having a separate social site and a page on the social media websites will
increase the channel the business has access to and allow it to share as well syndicate
the content aims to show to the different customers. Additionally, the benefit of social
media marketing cannot be limited to only building the brand of the organization but on
the other hand is extremely cost effective. Any business can build an empire with free
profile on the social media and even pay a least amount of money to run a post so that
it can be visible in the eyes of the different customers. Moreover, the customer
engagement can also be understood to be a popular part of the firm’s agenda and the
social media can be taken to be a communication tool as well (Godey et al. 2016).
There ARE various customers who review the operations of the firm online before they
intend to take a service or product and hence if the organisations a popular on social
media they can interact with the different customers easily. Lastly, the social media will
help the firm in becoming popular and also combating against the competition that lies
in its way. It is the aims of the paper to underline the way in which Bunga Bunga
Convent garden will be able to make social media marketing as effective tool through
which it will be able to gain competitiveness enable advantage in the global business
environment.

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1.8 Structure of the Paper
The structure which would be followed by the paper can be understood to be as
follows:
 Chapter 1: The first chapter will be the Introduction of the paper and it will
highlight the background of study and note down the main research objectives as
well as questions which the paper aims to answer. It will also provide the
background and importance of social media marketing as a tool.
 Chapter 2: The second chapter will be the literature review chapter. In this
chapter the various benefits, uses and the factors affecting the use of social
media marketing in business will be highlighted and the conceptual framework
will be formed which will assist in helping the researcher to research from various
business journals and reviews and achieve the aim of the study.
 Chapter 3: The third chapter will be the research methodology chapter where the
different research techniques which have been used for the paper are will be
highlighted and justification for each of the method will be provided with
reference.
 Chapter 4: The fourth chapter is the Findings and Analysis chapter whereby the
data collected shall be analysed by making use of various statistical tools and
frameworks. The hypothesis will also be tested in the chapter.
 Chapter 5: The last chapter is the Conclusions and Recommendations chapter
whereby the findings will be summarised and recommendations to be followed by
Bunga Bunga will be provided.

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Chapter 2: Literature Review
2.1 Overview
The literature review forms an integral part of the research study as it helps in
analyzing the available theoretical frameworks and data on similar topic as undertaken
by other researchers (Ashley and Tuten 2015). As social media marketing can be a
critical topic, various literature reviews have been done on it. Hence the purpose of this
chapter is to underline the literature as undertaken by other researchers and to identify
the Gap which exists in the literature. Moreover, the concept of organization success
will also be examined and the factors affecting organization success will be underlined.
2.2 Social media marketing
The social media marketing can be understood to be the usage of various
mediums and portals by different businesses in order to promote their services online.
Although the age of digital marketing in the field of marketing is popular, social media
marketing as on overall concept is still very popular amongst the various practioners
and researchers (Chang, Yu and Lu 2015). Any business which wants to attain success
usually makes use of the social media platforms in order to spread the business. These
mediums not only help them in spreading awareness but also help them in
understanding the impact of the campaigns on the target market. According to Chang,
Yu and Lu (2015), the various organizations which are generally conducting business in
the competitive environment tend to make use of the social media as a tool which helps
them to attract a good client base and also helps them to understand the effect of the
marketing activities on the overall customer base. According to Dwivedi, Kapoor and
Chen (2015), The various domains where social media is useful relates to the use of
social media marketing in communicating the overall marketing plan of the firm to the
audience and to communicate the overall vision of the organization with respect to the
culture of the firm. When any organization makes use of the social media marketing
then it gives access to the internal users balance the customers to get certain
information about the company. In the following sections the different strategies which
are used to engage social media as a marketing tool will be discussed. In addition to

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this the factors which affect the use of social media in a business will be analyzed.
Additionally, the impact of social media on the business will also be discussed.
2.3 Strategies for engaging social media as a marketing tool
The business can be understood to be a result of various strategies and if it
needs to ensure success then in such a case, it has to apply certain strategies for the
business which will assist it in understanding the overall external environment and the
needs of the different customers (Felix, Rauschnabel and Hinsch 2017). The two
different major kinds of strategies which are involved in the social media marketing can
be understood to be the passive strategy approach and active strategy approach.
Passive approach
As the social media is a useful source of marketing information for the firm, firstly
it is used to understand the overall perspective of the customers. With the mediums of
the blogs, content communities, forums and other such platforms are the main source of
information for the business which helps them in their recommendations of various
products and services (Godey et al. 2016). These recommendations help in improving
the overall brand focused and assist the firm in ensuring that it can reach out to the
different customers with certain specific offerings. Various traditional marketing research
activities such as customer service, data mining, focus group and others focus on the
market research for traditional forms. However, the social media marketing is a new
each format which helps the firm to generate real-time information on the different areas
where the company would be required to enact so that it is able to gain the best of the
target market (Stephen 2016).
Active approach
The social media can be understood to be making use of the direct marketing
enough to make the public aware of the product or service which the organization has to
offer. Hence in this unit, it is being used as an engagement tool. Direct technologies
help to define organization in promoting the good with the help of televisions,

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newspapers and other advertising medium sweet reached out to the target audience.
However, with the advent of social media, it is being used to reach out to different
customers in a direct manner. According to Tuten and Solomon (2017), the tool assists
in improving the areas where they are lagging. The social media networking is a tool
which is often perceived as a cost-effective marketing research and advertising
techniques. The social media is not only cheap but also enables the different users to
provide short and direct information to reach the audience. Hence this tool can be used
to make the product, or the service is very popular among the masses. Generally, the
different businesses prefer the medium of Facebook, LinkedIn and Instagram as their
social media platforms which are used as mediums to target the different customer
segments (Zhu and Chen 2015).
2.4 Factors affecting social media use in a business organization
The function of social media can be understood to be easy to use and serves as
a cost effective tool to the different customers and the businesses, it has to be
understood that there are certain factors which affect the use of the social media
marketing tools in the business (Ahmad, Musa and Harun 2016). Hence in order to
ensure that the business makes use of the social media marketing as its tool, it is
integral that these factors are aligned in a manner such that they will do affect
operations in a manner such that the social media is used. Hence in this section the
different factors which affect the social media use in a business will be examined and
analyzed.
Usefulness
According to AlAwadhi and Al-Daihani (2019), Usefulness of the social media
marketing tool can be understood to be the way it helps in fulfilling the overall objective
of the organization and the way it helps to collect information how to advertise their
products and services of the company. The usefulness is determined by the overall
nature of the business. Hence under this factor aspects like the alignment with
business objectives, suitability of time, the suitability of a product in the service and the
overall target market this can be understood to be the factors which are present under
the usefulness of the social media in a business.

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Ease of use
The ease of use can be understood to be another factor which affects the use of
social media in a business (Alves, Fernandes and Raposo 2016). Marketing is a
complex task. There is a dedicated marketing department in order to ensure that all the
goals and overall objective can be aligned to the marketing and can be achieved
successfully. However contrary to the complex nature of marketing the social media
marketing provides the different businesses to make use of it and every technique of
marketing in social media is considerably simple. The ability to make use of this
medium is very easy and anyone in a firm can make use of this. The managers of the
firm can access and edit the overall marketing and the related responses with the help
of this the computer, tablet or a personal computer or phone (Carlson and Lee 2015).
The use of social media marketing can be made from any part of the world and any time
of the day and this is the reason why it is becoming very popular amongst the business
managers who can edit it from the tip of the fingers.
Alignment with the overall business objectives
According to Dahl (2018), the business is generally formed based on certain
guidelines and overall objectives. The nature of these objectives differs from one
another and depending on this nature; the medium of marketing is easily adopted by the
business. Hence if the objective is in alignment of the social media and it matches with
that of the business, it needs to be made use of by the different managers of the
organization. Very often the nature of the business does not permit the use of social
media marketing and if the social media marketing is adopted as a technique in the
business, then it does not perform well. However, 90% of the business formats ARE
supported by the social media marketing and any firm in order to ensure success should
make use of the same.
The price
The marketing as an activity comes with a certain price of it. It can be understood
to be a free aspect and hence the cost of social media marketing activities is of the
biggest factors which effect its Business organization. Different companies and

21BUNGA BUNGA COVENT GARDEN
organizations often look out for techniques which are more cost-effective in nature and
therefore the use of social media channels to save this objective (Duffett 2017). The
social media is quite cost-effective and in expensive. It helps in reaching out to a large
base of customers at a span of time and at minimum investment. Hence if the social
media pricing aligns with the overall budget and object of the firm, it is usually adopted
by the organization.
2.5 Benefits of social media in an organization`s success
As discussed earlier it is integral for an organization to ensure that it is able to
invest in the marketing activities of the firm (Gainsbury et al. 2016). Marketing activities
undertaken in a traditional manner is not enough and as it is the age of new-age social
media it is imperative for organization to invest in the social media marketing. Very often
the firms are not willing to invest in social media marketing because they are not aware
of the different consequences of this marketing technique in the way in which it can
impact the overall performance of an organization. Hence with respect to this, the next
section will be discussing the benefits of social media marketing for a firm and thereby
assist in understanding the long-term success of the organizations as present in the
hospitality industry (Hyder 2016).
Increase brand awareness.
The social media marketing can be understood to be an effective tool which
helps in engaging in the cost efficient digital marketing method which helps in improving
the overall visibility of the business. Hence by investing in a social media strategy, the
firm is able to make the brand recognizable and helps in giving a large influence and
audience appreciation. Hence with respect to this if the firm is able to increase the
brand of the firm, it will be successfully able to make the social media marketing activity
successful and actually able to create a competitive advantage for itself. This can be
done by gaining more inbound traffic. According to Ismail (2017), the social media
marketing also helps in adding any more inbound traffic which means it helps in gaining
more number of customers for the organization.
Improved search engine rankings

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The search engine ranking can be understood to be a technique whereby it is
important for the organization to achieve a higher page rankings and ensuring that there
is adequate traffic to the business website (Karjaluoto et al. 2015). This is because, this
tool is a measurement of how many customers have been experiencing the social
media activities of the organization and ensures towards gaining an idea about the
methods in which the firm performs. If the search engine rankings of a firm improve then
in such a case, the different means of social media marketing will be successful.
Higher conversion rate
According to Keegan and Rowley (2017), as discussed previously, a business
can only achieve success in the long run if it serves the customers in the right manner
and social media marketing is one such tool which helps in giving a higher response
ranking which means that a higher number of customers can be converted and they can
be tied to the firm. Hence it is the social media marketing which helps in building of
these conversion rates. According to Shao, Li, Morrison and Wu (2016), 10 million
people in the world use social media marketing and if the firm uses this medium it would
be able to gather more clients.
Customer satisfaction
The social media marketing as a tool and a networking domain helps in ensuring
that the customer satisfaction can be achieved successfully (Leung, Bai and Stahura
2015). The customers are the main reason why the business has been functioning in
the long run. As the social media marketing function allows a firm to function well, it
enables them to attain their overall attention and allows them a medium to communicate
with the different customers as present. In this manner, the firm is able to improve the
bond with its customers and thereby serve them in a better manner (Shareef et al.
2019).
Brand development and brand loyalty
Brand loyalty has a crucial role to play in deciding the manner in which a firm is
able to gain adequate support. Hence brand loyalty is integral for the organization.

23BUNGA BUNGA COVENT GARDEN
Hence it is for this reason that the social media marketing needs to be engaged in such
that the brand loyalty of any form can be built successfully and the business can
ensure that the activities of the firm are reflected effectively and the overall brand
development will be formed (Wang and Kim 2017). The social media helps the
customers in associating themselves with importance.
2.6 Organisational Success
Organizational success can be understood to be the ultimate result of efficient
and effective operations. In order to be successful in the long run it is integral that a firm
is successfully able to produce sustainable results through which it will be able to earn
higher revenues as well. The organization is required to execute strategies and engage
the employees in a manner such that they will be able to work towards the overall goals
of the organization and ensure that the mission and vision of the firm is achieved.
Hence, in order to be successful a firm must have a philosophy, statement, goals and a
series of program which will focus on enhancing the overall skill of the employees and
other such resources which are important for the success. In addition to this, these
resources have to be managed in line with the overall mission of the firm.
2.7 Strategies to optimize organizational success
The organization success and growth requires thorough understanding of the fact
that there are certain ways in which this can be achieved (Zimmerman and Ng 2015).
The different ways in which organisation success can be achieved and measured can
be understood to be the collection, accountability, communication and passion along
with process with the help of which the operations of a firm are carried out successfully.
Reflection
According to Kotler (2015), reflection can be understood to be the first stage
which helps in attaining organisational success. The success of an organisation begins
when the managers are able to assess what is this is the Strength of the business and
the threats faced by it. This is the kind of analysis which the manager has to focus on
and it is with the help of this reflection of the performance, will the firm be able to

24BUNGA BUNGA COVENT GARDEN
understand the manner in which the firm has the capability to perform in the long run
(Alves, Fernandes and Raposo 2016). Additionally, in this state the different managers
may also be required to analyze the current capabilities of the firm and increase the
active as well as reactive responses. Hence it is crucial to establish strong
organizational procedures as it helps to catapult an organisation into optimization and
assists in achieving its goals in the industry.
Process
The process begins with conducting an examination of all the time procedures
and guidelines which the firm is following. Reflection enables the managers to check
why the firm is performing well but the process and procedures assist in understanding
the different guidelines which the firm has been following and helps in improving the
overall accountability as well. The analysis of the primary data, reviewing the
organization’s trends also checking whether the organisation structure is appropriate for
the firm or not helps in understanding whether the firm has the capability to perform
well or not.
Accountability
Accountability can be understood to be a third element which can be utilized to
optimize the organizational success (Ashley and Tuten 2015). Any good strategy which
needs to be applied has to have a clear set of goals as well as objectives present at all
times. Hence the individual ownership forms the key to overall success and the
transparency of the financial reports and budget also need to be maintained to ensure
that the organization with a solid plan will be able to reduce the risk of the harmful
forces which may have a negative impact on the organization
Communication
Communication is the key to success. Any organisation which communicates
effectively with its different employees and other such stakeholders will be able to
achieve success in the long run. Hence it is in integral for any manager to recognize the
teams Values and remember why they have been hired and hence enable them to have

25BUNGA BUNGA COVENT GARDEN
a voice and engage in the overall functioning of the organization. When this
communication system will be established effectively then, success will be received
through improved productivity, increased interest and focus on the goals.
Passion
The passion also forms and integral part of achieving organizational success
because all the managers were working for the firm need to be passionate about the
jobs and passionate about achieving the organizational goals. If these managers are not
passionate enough the firm be functioning well but it will never be able to achieve the
success which it deserves in the industry.
2.8 Factors affecting organizational success
As discussed earlier organizational success can be understood to be a state
which determines that, the firm is being able to attain all the objectives of the firm and
ensures that the goals are being delivered. Hence in order to understand what
determines and what forces the organizational success, it is integral to understand the
factors affecting it. These factors are as follows.
Competition
The competition forms an integral part of the overall operations and it is integral
for any organization especially in the hospitality industry to ensure what the different
competitive forces are and assists in understanding the manner in which they are
performing (Chang, Yu and Lu 2015). This will help in forming a rough perspective of
the different expectations of the consumers and also assist in understanding the
manner in which they would be quite to be dealt with. It is important to understand how
the competitors are serving the different guests so that it becomes easier for the firm to
get an idea of how they required to perform and expectations which are present in the
market (Dahl 2018).
Trust and other internal aspects
At all levels of the organization it is important that the different workers are
engaged effectively and that there exists a certain level of trust in the organization.

26BUNGA BUNGA COVENT GARDEN
When the co-workers understand that they can depend on one another, the work
becomes simpler easier. According to Felix, Rauschnabel and Hinsch (2017), this is the
same case for the different customers who want to be with organizations which are
trustworthy and will fulfil their overall objectives. In the hospitality industry engaging in
the long term successful relationship with the different guests is very integral and
therefore, a firm would be required to undertake steps to improve the trust levels of the
different employees. When the guests trust the restaurant manager and the different
services of the hospitality industry organizations, then in such a case they will be able to
get into an association with the firm for a longer time frame and will be able to bring
about better success for the organization as a whole.
Networking
Building relationships which exist within an organization is very integral and all
the firms must look out for a wide variety of sources through which they can build the
network of the organization. The network needs to act as a source of ideas, help in
attaining advice and also assist in communicating with both employees as well as the
guests (Godey et al. 2017). The networking acts as the manner in which the firm can
reach out to different guests and also understand their perspective and the same
manner reach out to the employees in an informal manner in gain their ideas or
perspectives about the overall growth of the firm.
Records
It is integral for an organization to map its overall functioning and to document
the activities existing in the firm. When a firm maintains good records then, it helps in
understanding the manner in which the overall operations of the firm can be carried out.
Through these records, the managers will be able to understand how the firm is
expected to perform in the long run (Hyder 2016). Therefore it is important that the
manager keeps a record of the overall functioning of the organization which will
contribute to the firm in understanding how the firm might be successful in the long run.

27BUNGA BUNGA COVENT GARDEN
Risks associated
The risks also tend to determine the overall success of a firm. In the business it is
understood that calculated risks need to be undertaken so as to ensure that the goals
and objectives can be achieved. Moreover the manager is required to understand the
manner in which the firm is required to move forward and to establish the different
factors in the right way (Jones, Borgman and Ulusoy 2015). When the different risks are
undertaken in the right direction then in such a case, it is integral that, the firm is able to
ensure that its overall goals are achieved successfully.
Financial support
The financial support forms and the integral part of the organization success and
when there are adequate funds available for the overall operations the overall
functioning of the organization takes place smoothly. Hence it is with respect to this that
it becomes integral for the firm to get into an association with the finance department
and see to it that adequate funds are used for the running of the operations. This helps
in carrying out the procedures smoothly and success can be achieved from the
perspective of the organization
Cost savings
It is the goal of any organization to ensure that they are able to minimize their
overall costs of operations. This means that the firms which are cost-efficient in nature
tend to be more successful in the long run because they utilize all the resources
effectively (Bernard 2016). There are ways in which this cost-cutting can be undertaken.
Some of these ways are known as limiting the number of resources, engaging the
procedure of reducing waste, engaging in free procedures such as social media
marketing which will help the firm to reach out to the different customers as well as
building the brand Image of the organization which helps to make the company more
attractive and hence ensures the organization success (Hassan, Nadzim and
Shiratuddin 2015).
Leadership

28BUNGA BUNGA COVENT GARDEN
With respect to leadership, it can be understood that the prime factors which tend
to have an impact on the overall management of the firm and determines whether the
firm will be able to achieve success or not is the leadership. The leadership can be
considered to be a procedure whereby one individual exerts an influential image over
the others and helps in influencing these people to the cause of the leader. When in any
organization an effective leader is present, it helps in building the fear in the employees
and they also tend to look towards the need of leaders. Hence the leader has the power
to influence the employees in the manner and ensure that they are able to undertake
initiative which will help in attaining the organizational goals and overall objectives. In
addition to this the leader is also responsible for seeing to it that the employees able to
communicate effectively with their leaders so that there does not exist any
miscommunication among the members.
Motivation
Motivation has a key role to play in organizational success and all the firms which
want to perform well may be required to manage the employees successfully and will be
required to engage in various motivational programmes which will influence the different
workers to perform well and achieve their overall objectives. The contextual factors
related to motivation can be understood to be the factors like salaries, organization
strategy for my sweats, compensation and a sense of belonging which generally
motivate a person to work in an organization (Sajid 2016).
The organizational culture
The Organizational culture is also a factor which impacts overall organizational
success in the long run. If the organization culture of the organization is positive it leads
to better motivation and thereby the firm will be able to perform well in the long run and
will be able to achieve success (Minazzi 2015). The organizational culture can be
known as the set of values and beliefs which a firm holds about the management of the
organization. There have been various studies which have been undertaken previously
and tend to prove that, the organizational success is greatly impacted by the culture of
the firm.

29BUNGA BUNGA COVENT GARDEN
Knowledge management
The knowledge management can be understood to be a concrete form of
information which is present in an organization in terms of the resources of the firm, the
documents with the departments and the different people’s skills (Stephen 2016). As the
organizations have advanced considerably and the technological advancements are
also available, the domain of knowledge management has demanded the use of active
tools which helps in ensuring that all the members of the firm able to communicate with
each other properly which in return symbolize the organizational success. According to
Tuten and Solomon (2017), this management of the knowledge not only assists in
improving the overall workplace discussion but also contributes towards the
understanding of the manner in which the firm can attain its overall objectives and be
able to create a happy work environment (Ngai, Tao and Moon 2015).
2.9 The role of social media in organization success
Social media can be understood to have an enormous impact on the overall
business operations. The different platforms such as Twitter, Facebook and YouTube
which help in promoting the brands that simply relies on the new products only. They
also have an active media which may be used to serve the customers and resolve the
disputes (Zhu and Chen 2015). The social media team needs to be hired by the
organization so as to ensure they are being able to be present on one of these
platforms so that the customer response can be understood and service can be
distributed in a better manner.

30BUNGA BUNGA COVENT GARDEN
The conceptual/theoretical framework
Content sharing
The content sharing forms an integral part of the organization and social media
helps in making this sharing of the content very detailed. In the hotel industry it is
important that the overall work of the hotel is a reflected in front of the guests well so
that they gain an idea of the performance of the organization and are attracted to the
overall operations (Ainin et al. 2015). The social media marketing helps in content
sharing
Online customer services
The social media marketing not only reliable in assisting a business by seeing to
it that the products and the service of the firm can be marketed well in the long run but
also assist in ensuring that adequate customer service can be undertaken. Hence it is
with respect to this that the social media marketing helps in improving the overall
customer service of the firm (Swani et al. 2017). In the case of the hospitality industry
where a majority of the functions of a hotel generally tend to center around the
customers, social media marketing uplifts the overall performance of the firm.
Organizational
Success
Usefulness
Ease of Use
Price
Alignment with
business objectives
Social media
marketing

31BUNGA BUNGA COVENT GARDEN
Social development
The social media marketing also helps in ensuring that the business is able to
remain trendy and all the new-age techniques can be applied by the organization. The
technological advancement brought about a huge change in the function of the
organization in the hospitality industry and is related to the manner in which the firm
stands out (Hyder 2016). Hence it is with respect to this that the other Social media
marketing activities helps in understanding how the firm might want to take the change
procedure and the manner in which it can adapt with the same in the long run.
Cost effective
The social media marketing activities of a firm also assist in organization in
saving considerable cost effective. The marketing can be understood to be expensive
operations which are generally adopted by any organization to ensure that they are able
to reach out to customers in a better manner (Moro, Rita and Vala 2016). However the
social media marketing is cost-effective in nature and a limited number of efforts, a large
impact can be made. Hence social media marketing influences organization success by
ensuring that the cost can be cut down and the firm is able to concentrate on areas
which require getting attention or investing in research and development.
2.10 Summary
Therefore, from the above analysis, it can be rightfully understood that, the social
media marketing forms an effective part of any organization and tends to have a huge
impact on the manner in which an organization generally tends to perform in the long
run. The above review of literature highlighted the manner in which the social media
marketing can be made use of as an effective tool to achieve organizational success.
The study highlighted the manner in which the social media marketing is successful for
the future of the firm and has an impact on the organizational success. The factors
which have an impact on the organizational success were also discussed accordingly.
The concept of Organizational success was accessed and in line with this, the factors
affecting the organizational success were examined critically. In line with this, the
relationship between the social media marketing and the organizational success was

32BUNGA BUNGA COVENT GARDEN
identified and the various gaps present in the review of the literature were underlined
accordingly.

33BUNGA BUNGA COVENT GARDEN
Chapter 3: Research Methodology
3.0 Overview
The research aims to find the manner in which the social media marketing will be
successfully able to improve the manner in which the overall operations and popularity
of Bunga Bunga Covent Garden. In order to gain an idea about the Independent
variables and the Dependent variables so as to determine the overall relationship
between the two variables, it becomes essential crucial for the study to undertake a
comprehensive research work which will assist in identifying defining what the impact of
the independent variable will be on the dependent variable. For this reason, the use of
the right tools and procedures need to be undertaken so as to determine how the
research procedure will be carried out and present a set of analysis to verify the same.
3.1 Research Outline
The research can be defined as a manner in which the procedures are defined
which can be used to understand knowledge. The research is essentially backed by the
logical scan for relevant topic on the data and is used to make a point which generally
tends to prove a particular hypothesis or a research objective. The research can be
understood to be a scholarly action which is made use of in order proves an explicit
point (Kumar 2019). This research assists in ensuring that the objectives which have
been set out in the initial study are achieved in the right manner and in addition to this,
the overall outcomes can be accessed and examined. The quantitative as well as the
qualitative methods which are generally made use of in the procedure of a research can
be defined as the interviews which enable face to face discussion, research materials
from secondary sources like the case studies, the academic writing, literature reviews,
journals and other such sources(Bresler and Stake 2017). It also comprises of the
questionnaire which can be understood to be an easy way of collecting information for a
research. Hence, just like the above methodologies stated, there are various
methodologies which will be outlined in this chapter and can be understood to be useful
for the research. This chapter will outline the Research Philosophy, the research design,

34BUNGA BUNGA COVENT GARDEN
the research approach and the various data collection and analysis techniques which
will help in outlining the manner in which the research can be carried out successfully.
3.2 Research Philosophy
The research philosophy can be essentially taken to be to define the primary
reason why the research is usually carried out. It presents the beliefs which can be
identified before the research is proceeded with (Silverman 2016). The research
philosophy which has been selected for the purpose of analysis in this paper can be
taken to be the Positivist approach. In line of this, the positivist research philosophy
usually limits the role of the researcher to the interpretation and collection of data.
Hence, in the research as well, the data shall be collected and analyzed and will be
based on a hypothesis.
Justification of the research philosophy chosen
The reason why the positivism research philosophy has been made use of for the
purpose of the study can be largely contributed to the fact that it shall assist in
examining the relationship between social media marketing and the success in
operations of Bunga Bunga (Wiek and Lang 2016). Moreover, the positivism research
philosophy will also assist in presenting the objectives with the assistance of factual
data and related facts which are present.
3.3 Research approach
The research approach helps in determining the manner in which the general
emphasis on the causality can be made. The research approach in this study is the
deductive research approach. In this way, the researcher will ensure that, the objectives
are achieved and that the data which has been collected for the purpose of the research
is deduced with respect to the overall goals of the paper (Quinlan et al. 2019). The
deductive approach ensures that the suitable models and frameworks which would be
successful in carrying out the research can be adopted.
Justification of the research approach chosen
As the study will be following a mixed research approach, it deems more suitable
for the research to follow a deductive research approach. In line of this, the conclusions

35BUNGA BUNGA COVENT GARDEN
about the social media marketing and related success will be deduced from the
research work shall be undertaken. The reason why this research approach has been
adopted can be contributed to the fact that, this will assist in ensuring that the Bunga
Bunga Covent Garden can be provided with the adequate ways in which they can
improve their social media marketing (Humphries 2017). Moreover, the conclusions
regarding the hypothesis can also be arrived at by using the particular research
approach.
3.4 Research design
The research design can be described as the manner in which the overall
discussion is laid out. In addition to this, it also throws light on the overall format of the
research which is carried out adequately. The research design which has been adopted
for the study can be stated to be the descriptive research design. In the descriptive
research design, the objectives can be discussed critically and meaningful information
can be extracted from it. This contributes towards understanding how the social media
marketing activities can impact the operations of Bunga Bunga Covent Garden.
Justification for the research design chosen
The reason why the descriptive research design has been adopted for the study
can be contributed to the fact that it will assist in providing a comprehensive overview of
the overall manner in which the social media marketing impacts the overall operations
of the business and discusses the ways in which the business is influenced by the
modern techniques of marketing.
3.5 Research Strategy
The research strategy can be essentially defined as the manner in which the
entire research procedure can be carried out and can be made use of in order to ensure
that the research objectives are achieved successfully. The research strategy which has
been rightfully adopted for the purpose of the study can be understood to be the
Primary quantitative research strategy. In this research strategy, the primary sources of
data collection will be utilized (Taylor, Bogdan and DeVault 2015). In this the
questionnaire will serve as the method of data collection whereby the responses of the
respondents shall be collected and undertaken and an analysis will be undertaken

36BUNGA BUNGA COVENT GARDEN
based on the interpretation of the results. The results will be analyzed using the
quantitative method and in line with this, the statistical analysis tools will be utilized in
order to analyze the data and gain the research objectives.
Justification for the research Strategy chosen
The reason why the particular research strategy has been used can be
contributed to the fact that, it will assist in achieving the overall objectives of the
research. In addition to this, it will also assist in ensuring that the relationship between
the Social media marketing and the overall effectiveness of the business of Bunga
Bunga Covent Garden can be essentially identified and analyzed successfully. It will
also assist in verifying whether the social media marketing activity as a whole has any
impact on the overall operational success of the organization or not.
3.6 Sampling technique
The sampling technique can be rightfully defined as the manner in which the
sample size is selected and the data of the questionnaire is distributed for the purpose
of the study. The sampling technique which has been adopted for the purpose of the
study can be understood to be the Simple Random probability sampling. In this
sampling method, the respondents will be selected in a random basis and all the
respondents will get an equal opportunity to make the selection with respect different
participants (Rosskam 2018). This assists in gaining an unbiased view of the research
study. The medium of data collection for the research can be understood to be the
Google form. The Google form will assist in ensuring that the responses relating to the
survey can be collected in the right manner and that the different responses will be
presented adequately.
Justification for the Sampling technique chosen
The reason why the simple random probability sampling technique has been
made use of is to ensure that random customers of the convent garden can be chosen
and their overall impact on the decision making system regarding the use of social
media can be made. For the purpose of the analysis, 50 random participants will be
made use of and their views on the given matter will be collected and analyzed
adequately.

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3.7 Data collection
The data collection method which would be rightfully collected for the purpose of
the research can be stated to be the primary data collection method. In this data
collection method, the data for the research will be collected using the primary mediums
of questionnaire, the interviews and other related techniques which shall assist in
ensuring that the data which is collected is unbiased in nature. Additionally by making
use of the mediums of survey, the data can be collected in the form of numbers which
will assist in carrying out the quantitative analysis.
Justification for the Data collection method chosen
The primary reason why the Primary data collection has been made use of can
be stated to be because, it will assist in providing the hypothesis in the right manner and
will also contribute towards understanding the reason why marketing management has
a critical impact on the operations of the firm. As the topic is relatively pertaining to the
Bunga Bunga Covent Garden and related operations, it is important to ensure that, the
perception of the customers is collected in a comprehensive manner.
3.8 Data analysis
The data analysis method can be understood to be the method which is adopted
in order to analyze the data which has been collected. It is important to carry out the
data analysis in a manner in which the research objectives can be achieved and
attained successfully (Rosskam 2018). The quantitative method of data analysis has
been adopted in the study. Using this analysis method, the tool of SPSS will be applied
and the impact of the social media marketing on the overall operations of the Bunga
Bunga Covent Garden can be determined effectively. The Regression and the
Correlation can be understood to be the ways in which the research has been carried
out.
Justification for the Data analysis method chosen
The reason why the quantitative data analysis method has been adopted for the
purpose of the study can be contributed to the fact that the study aims to present a
comprehensive analysis and prove a hypothesis which will only be possible if the
primary data is analyzed quantitatively. Hence, in this study, quantitative method of

38BUNGA BUNGA COVENT GARDEN
SPSS will be undertaken so as to ensure that the relationship between the dependent
and the independent variable will be determined.
3.9 Ethical considerations
The ethical considerations which have to be taken care of in the current area of
research can be contributed to the fact that the privacy and the overall rights of the
respondents have to be considered effectively. In addition to this, all the ethical
considerations relating to the laws of the University will be applied collectively.
Moreover, the information which will be collected for the purpose of the analysis needs
to be collected from the authentic sources(Kumar 2019). With respect to this, the data
protection acts will also be applied successfully and their personal information will be
maintained in the right manner. The environment for the survey can be understood to be
peaceful in nature and no discrimination has to be made in regard to the participant
selection on the basis of the income, gender and the class of the different individuals.
3.10 Accessibility issues
The accessibility issues which have been aced in the research can be
contributed to the fact that no open ended questions have been asked to the
participants and instead only close ended questions have been asked. With respect to
this, limited information can be extracted out of the different participants. Moreover, with
respect to the analysis as well, a limited approach has been adopted.
3.11 Summary
Therefore, the given chapter highlights the overall manner in which the research
methodology techniques have been applied for the purpose of the study. Additionally,
the justifications for each of the methods which have been selected have been
provided.

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Chapter 4: Data presentation and Results
4.1 Overview
The data representation and results chapter forms an important aspect of the
research and this highlights the overall demographic representation of the respondents
from whom the responses have been collected and in addition to this, the chapter also
throws light on the manner in which the study is able to contribute towards
understanding how the study will be contributing towards the completion of the
objectives. Hence, the focus of this chapter remains on discussing the overall findings of
the analysis which was performed in this chapter. Additionally, this chapter will also
represent the relationship which exists between the dependent and the independent
variable using the tool of Regression and Correlation. Along with this, the end of the
chapter will prove the hypothesis which was decided at the beginning of the study
4.2 Descriptive Statistics
The descriptive statistics can be mentioned to be that branch of statistics
whereby the presentation of the results is made in the form of various graphs as well as
tables. Therefore, at the beginning of the section, the demographic details will be
analyzed in detail along with the opinions of the different respondents regarding their
use of social media and the manner in which the social media has an influence on the
overall success of the enterprise.
Gender
Table 1
Gender
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Female 26 52.0 52.0 52.0
Male 24 48.0 48.0 100.0
Total 50 100.0 100.0

40BUNGA BUNGA COVENT GARDEN
Figure 1
From the pie graph, it can be reflected that, the interview has been collected from
a fairly distributed population. This simply means that, 53%of the population which has
been surveyed belongs to the female gender whereas 48% belongs to the male. This
reflects that, the survey has been distributed moderately and the opinion of both the
sexes has been taken.
Age group
Table 2
Age Group
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid 18-29 15 30.0 30.0 30.0
30-29 24 48.0 48.0 78.0
40-49 10 20.0 20.0 98.0
50+ 1 2.0 2.0 100.0
Total 50 100.0 100.0

41BUNGA BUNGA COVENT GARDEN
Figure 2
This chart represents the age group of the different participants who are present
in the survey. It can be reflected that a majority of them forming 48% belong to the age
group 30 to 39 whereas the rest belong to the age groups 18029. In this, it can be
reflected that only 2% belong to the age group 50+.
Education
Table 3
Education
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid High school 2 4.0 4.0 4.0
Diploma 20 40.0 40.0 44.0
Bachelor
Degree
22 44.0 44.0 88.0
Master 6 12.0 12.0 100.0
Total 50 100.0 100.0

42BUNGA BUNGA COVENT GARDEN
Figure 3
This graph talks about the educational qualification of the different participants. It
mentions that, 44% of the respondents belong to the Bachelor Degree whereas 40% of
them belong to the Diploma. In addition to this 12% of the respondents have Masters
whereas only 4% of them belong to the high school. Hence, it can be mentioned that the
different individuals from all backgrounds have been interviewed and their responses
have been collected.
Years using social media
Table 4
Years using social media
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid 3-6
years
16 32.0 32.0 32.0
7+ years 34 68.0 68.0 100.0
Total 50 100.0 100.0

43BUNGA BUNGA COVENT GARDEN
Figure 4
From the given chart, it can be mentioned that, social media can be understood
to be particularly common amongst the different responses. In regard to this, it needs to
be mentioned that 68% of the respondents had been making use of the social media for
more than 7 years whereas, 32% of the respondents had been using it for a period of 3
to 6 years. Hence, the social media can be mentioned to be particularly popular.
Social media sites
Table 5
Social media sites used
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Photo & Video
Sharing sites
10 20.0 20.0 20.0

44BUNGA BUNGA COVENT GARDEN
Social media
networking sites
26 52.0 52.0 72.0
Social News 4 8.0 8.0 80.0
Blogs 4 8.0 8.0 88.0
Microblogging 6 12.0 12.0 100.0
Total 50 100.0 100.0
Figure 5
As the survey was related to the success of the Bunga Bunga Covent Garden
sourced from social media, the respondents were asked about the different social media
platforms they like to make use of. In the response, they mentioned that 52% of them
made use of the Social media networking sites in order to fulfill their daily social media
needs whereby just 20% of the respondents made use of the Photo and Video sharing
options in order to gain popularity. The other mediums which were very popular can be
mentioned to be the Blogs, Microblogging like Twitter, Social news and others.
Time spent on social media

45BUNGA BUNGA COVENT GARDEN
Table 6
Time spent on social media
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid 1-3 years 2 4.0 4.0 4.0
3-6 years 5 10.0 10.0 14.0
7-9 years 22 44.0 44.0 58.0
10 years or
more
21 42.0 42.0 100.0
Total 50 100.0 100.0
Figure 6
The pie graph reflects on the time spent on the social media. From the analysis it
can be reflected that, 44% of the respondents spent 7-9 hours in a week on social
media in order to fulfill their overall browsing needs whereas 42% of the respondents
spent 10 hours or more on a weekly basis on a social media platform. Hence, these

46BUNGA BUNGA COVENT GARDEN
figures mention that, the social media seems to be a particularly popular engagement
tool.
4.3 Inferential Statistics
The inferential statistics can be referred to as the line of study whereby the use of
various statistical tools is made and the analysis assists in finding the results of the
study. Hence, in this section, the results of the inferential statistics which was performed
on the data will be presented. This will then be followed by the investigation on the
relationship which exists between the two variables which the dependent and the
independent variable here are taken to be the social media and organizational success.
The impact of the social media would be assessed on the organizational success
relating to the Bunga Bunga Covent Garden. In relevance to this, the correlation and the
Regression would be used as major tools which would assist in finding the impact.
Correlation
The correlational analysis can be described as a statistical method to find the
relationship or the association which tends to lie between two or more variables. The
correlation helps in determine the extent to which a change in one variable can lead to a
change in the other variable (Lee and Peters 2015). The ideal correlation value have to
be taken to be between 1 to –1 and in regard to this all correlational values above the
standard value of 0.7 tend to determine that the correlation relationship amongst the
different variables is strong. A positive correlation reflects that when one variable tends
to increase, it would bring about an increase in the other variable as well. However, a
negative correlation relationship reflects that any change in one of the variables will
result in the opposite change in the second set of variables. In the following section, the
correlation amongst the factors of the dependent variable which is the organizational
success and the independent variable which is the Social media will be examined.

47BUNGA BUNGA COVENT GARDEN
Correlation between the Dependent variables
Table 7
Correlations
Culture
Financialsup
port Risks Trust
Competitio
n
Culture Pearson
Correlation
1 .346* -.101 .177 .302*
Sig. (2-tailed) .014 .486 .218 .033
N 50 50 50 50 50
Financialsupp
ort
Pearson
Correlation
.346* 1 .370** .543** .310*
Sig. (2-tailed) .014 .008 .000 .029
N 50 50 50 50 50
Risks Pearson
Correlation
-.101 .370** 1 .425** -.004
Sig. (2-tailed) .486 .008 .002 .975
N 50 50 50 50 50
Trust Pearson
Correlation
.177 .543** .425** 1 .342*
Sig. (2-tailed) .218 .000 .002 .015
N 50 50 50 50 50
Competition Pearson
Correlation
.302* .310* -.004 .342* 1
Sig. (2-tailed) .033 .029 .975 .015
N 50 50 50 50 50
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
The table represents the correlation between the various factors related to the
dependent variable which in this case is the Organizational success. From the above

48BUNGA BUNGA COVENT GARDEN
table, it can be rightfully mentioned that the correlation between the Financial support
which is generally provided to the organization and the trust which the employees and
the customers have in the success of the organization, tends to have a very high impact
on the manner in which the organization is able to perform well. On the other hand the
risks undertaken and the competition factors have a very low negative correlation which
determines that the competition which is aced by a firm and has no relationship with the
risks which the organization faces in the external environment.
Correlation between the Independent variables
Table 8
Correlations
Price
BusinessOb
jAlignment
EaseofUs
e
Usefulnes
s
Price Pearson
Correlation
1 .097 .290* .020
Sig. (2-tailed) .502 .041 .892
N 50 50 50 50
BusinessObjAlignm
ent
Pearson
Correlation
.097 1 .089 .208
Sig. (2-tailed) .502 .540 .147
N 50 50 50 50
EaseofUse Pearson
Correlation
.290* .089 1 .488**
Sig. (2-tailed) .041 .540 .000
N 50 50 50 50
Usefulness Pearson
Correlation
.020 .208 .488** 1
Sig. (2-tailed) .892 .147 .000
N 50 50 50 50
*. Correlation is significant at the 0.05 level (2-tailed).

49BUNGA BUNGA COVENT GARDEN
**. Correlation is significant at the 0.01 level (2-tailed).
This table analyzes the relationship which tends to exist between the different
factors of the independent variable which is the social media. The table reflects that, the
usefulness aspect of the social media along with the ease of use have a high correlation
among them. On the other hand, the usefulness of the social media as a tool and the
price with which it comes has a low correlational relationship which tends to depict that
the usefulness of social media has little or no relationship with the price.
Regression
The regression analysis can be essentially defined as the statistical tools which
help in identifying the relationship which exists between the dependent variable and the
independent variable (Gupta and Gupta 2017). The regression determines the extent to
which a single variable which is independent in nature will be able to depict the value of
the dependent variable. In the case of the study, the dependent variable is the
organizational success whereas the independent variable is the social media. The given
output has been resulted after the generation of the survey respondents on SPSS. The
three tables will be essentially used to examine the relationship which exists between
these set of variables
Table 9
Model Summary
Model R
R
Square
Adjusted R
Square
Std. Error of
the Estimate
1 .588a .346 .318 .35868
a. Predictors: (Constant), Do you believe that social
media marketing has an impact on the Organizational
success?, Social Media
The model summary table can be mentioned to be the first table which has been
assessed in the Regression analysis. From this table, it can be analyzed that, the value
of the correlation between the dependent variable and the independent variable is 0.588

50BUNGA BUNGA COVENT GARDEN
which can be stated to be positive and high. Therefore, any change in the independent
variable is bound to bring a change in the dependent variable. Moreover, the R square
value determines that the Independent variable has 34% explaining power of the
changes in the dependent variable (Siegel 2016). Additionally, the difference between
the Independent variable and the dependent variable is high, which reflects that the
model is not a good fit model and the size of the sample is insignificant.
Table 10
ANOVAa
Model
Sum of
Squares Df
Mean
Square F Sig.
1 Regressio
n
3.198 2 1.599 12.430 .000b
Residual 6.047 47 .129
Total 9.245 49
a. Dependent Variable: OrgSuccess
b. Predictors: (Constant), Do you believe that social media marketing has
an impact on the Organizational success?, Social Media
The Anova table helps in establishing the association between the dependent
variable and the independent variable. The regression reflects that the value of the
Significant P is 0.00 which is less than 0.05 which derives that, the independent variable
which in this case is the Social media has a very strong impact on the Dependent
variable which in this case is the organizational success and that the hypothesis
establishing a relationship between them can be largely accepted.
Table 11
Coefficientsa
Model Unstandardized
Coefficients
Standardize
d
Coefficients
t Sig.

51BUNGA BUNGA COVENT GARDEN
B Std. Error Beta
1 (Constant) .943 .237 3.985 .000
SocialMedia .299 .103 .357 2.894 .006
Do you believe that
social media
marketing has an
impact on the
Organizational
success?
.266 .087 .376 3.050 .004
a. Dependent Variable: Org Success
This table throws light on the coefficients of the Regression analysis and determines the
regression equation as well.
4.4 Hypothesis Testing
The hypothesis which was set in the beginning of the paper is as follows:
Alternate Hypothesis (H1): The social media marketing has an integral role to play in
the success of the Bunga Bunga Covent Garden
Null Hypothesis (H0): The social media marketing does not have an integral role to
play in the success of the Bunga Bunga Covent Garden.
Hence, from the regression analysis, it was defined that, the P value is less than
0.05 and hence, the null hypothesis has been rejected and the alternate hypothesis has
been accepted which states that the social media marketing has an integral role to play
in the success of the Bunga Bunga Covent Garden as an organization.
4.5 Summary
Hence, this chapter provided an investigation of the results derived out of the
survey of the 50 respondents and presented the analysis graphically.

52BUNGA BUNGA COVENT GARDEN
Chapter 5: Findings and Discussion
5.1 Overview
In the previous section, the result of the statistical analysis which was conducted
on the data set was presented. From that chapter, an idea about the outcomes of the
study has been derived accordingly. However, in this section of the paper, an idea
about the overall findings of the study will be presented. These findings have been
accumulated from the Review of literature as well as the Analysis which was conducted
in the previous section.
5.2 Findings
The findings from the study can be mentioned to be as follows:
1. The Review of Literature helped in gaining a wholesome view about the uses of
the Social media marketing. The social media marketing tool can be understood
to be a rather attractive tool which can be essentially used by the different
businesses in order to engage in long term success. It was found that the social
media marketing as an activity has taken the marketing as a domain entirely and
that social media has become one of the easiest methods using which a
business will be able to engage in long term success.
2. The Literature review also threw light on the concept of Organizational success.
The Organizational success can be rightfully understood to be a concept which is
related to the overall operations of the firm and the manner in which they will
become largely popular amongst the large masses. It was assessed that there
are a large number of factors which tend to affect the operations of a firm and
one of them is marketing. Hence, through the review of literature, the gap in the
existing literature was fulfilled.
3. The data representation and analysis threw light on the results of the survey
which was collected in order to understand the manner in which the respondents
felt about the use of social media within the domain of business and how they
believed that the social media could bring about long term success of the firm.

53BUNGA BUNGA COVENT GARDEN
4. It was found that a majority of the responses were under the belief that the social
media has a very strong impact on the operations of the business and it was
found that even they had been making use of the social media as a tool to
communication on a regular basis. Additionally, they had been using it since a
very long time and therefore, were under the belief that it could bring the firm on
track
5. The inferential statistics section helped in understanding the manner in which the
relationship between the social media marketing and the organizational success
could be defined. From the analysis, it was found that the social media marketing
as a tool has a very strong impact on the organizational success.
6. The correlation analysis helped in analyzing the correlation between the
dependent and the independent variables which was found to be mostly positive
and high. Additionally, the regression analysis not only helped in testing the
hypothesis for the research but also assisted in determining the extent of the
relationship between the dependent variable and the independent variable.
7. Therefore, it can be rightfully mentioned that, the social media marketing has a
strong impact on the overall success of the organization and hence, Bunga
Bunga Covent Garden should be making use of this marketing tool to market its
overall activities with the help of which, it will be able to assess the manner in
which it will become more popular and attract a larger audience, thereby earning
a higher revenue.
5.3 Discussion
Bunga Bunga Covent Garden is a business that is significantly impacted through
what may be termed as customer use of social media. To begin with, awareness about
the business and its food and beverages is something that customers have managed to
gain an understanding of mostly through the use of social media channels rather than
the print media which is in circulation in the city of London. It is important to remember
in this respect that people are far more familiar with the use of social media now than
they are with other forms of digital media while print media in particular is something
that is rarely used by people in the United Kingdom to gain knowledge or awareness
about the existence of a business. Customers have acquired far better knowledge about

54BUNGA BUNGA COVENT GARDEN
this restaurant in London through social media use than it has even through other
conventional and successful forms of advertising like word of mouth advertising. There
are a number of reasons for this. To being with social media is preferred in terms of use
compared to other types of media such as print media (Keegan and Rowley 2017). The
use of print media is quite expensive in today’s day and age and it is something that
people is seen to avoid for the most part. The use of social media is also inexpensive
which is why it is not surprising that customers login to social media to gain ideas and
information about products and services rather than a regular newspaper or magazine
(Dahl 2018).
Bunga Bunga Covent Garden has been able to cash on the many exciting
features that are associated with social media use in order to promote its business quite
effectively. For instance, social media channels like Facebook, Twitter and Instagram
are those that allow users to post as many pictures as they wish to about products and
services in a smooth and hassle free manner and at any given time of the day. The
business has thus been able to make use of this feature of social media to post frequent
and several pictures of the restaurant, its interiors, and the type of ambience that it
offers its guests and also the type of food that it serves. More and more people living in
the city of London can get to know about the restaurant and its food through the use of
social media and as such have made their way to the restaurant, thus resulting in plenty
of revenue generation for the enterprise. Since there are no limits as such as to the
number of pictures that one can post on the social media platforms, Bunga Bunga
Covent Garden has been able to take advantage of this option and most not only
regular pictures of its food and related products but also update these pictures from time
to time, for the benefit of prospective and existing customers (Leung et al. 2015). The
target audience of the business is easily able to understand what is new that is being
offered by the restaurant and whether or not they should pay the establishment a visit
by browsing through the social media pages of the business (Alves et al. 2016).
The great amount of awareness that a food business like Bunga Bunga Covent
Garden has been able to generate among existing and prospective customers about its
food services through the use of social media goes to show that the use of social media

55BUNGA BUNGA COVENT GARDEN
has worked in favor for the business. It would not have been possible for so many
people to be conscious about this fabulous restaurant in the city of London and its
services had it not been for the prevalence of the institution of social media. More and
more people over the days and weeks have come to know about the restaurant and
where it is located in the city of London and why it is that they should visit this place
because of the social media presence of the business rather than anything else. It is
crucial to remember in this context that knowledge dissemination is something that
takes place in a very quick and easy manner through the use of social media platforms
primarily because of the fact such platforms are so frequently used by people all over
the world (Wang and Kim 2017). It is also necessary to remember that had it not been
for social media, it would have been very difficult for prospective and existing clientele of
the restaurant to communicate with the restaurant authorities about what they liked
about visiting the place or what they would like to know in order to be able to visit the
place. While the restaurant does have its own official website which contains detailed
information about the food and other services that are made available over here, it is far
easier and quicker for customers to gain an understanding of what the restaurant has to
offer through the social media pages or channels of the restaurant. Thus the restaurant
has not only be able to spread information and knowledge about what it has to offer its
customers through the use of social media but it has also managed to get an
understanding of how customers feel about the ambience at the restaurant or the food
that they have tasted at the restaurant and this in turn is something that gives the
restaurant the opportunity to improve upon its existing services rather than dish out the
same old fare (Hyder 2016). In an industry such as the food industry, innovation is key
for retaining customer satisfaction and this is something that a restaurant like the Bunga
Bunga Covent Garden has been able to do primarily because of the wide use of social
media by its target customers. Those who have dined at the restaurant once or more
than once have made use of social media channels like Facebook and Instagram to
post about what it is that they liked and what it is that they did not like about the food
which they consumed at Bunga Bunga Covent Garden in the city of London.
Consequently, it has not been too difficult for the restaurant authorities to arrive at an
understanding of the types of foods on its menu that are going down well with

56BUNGA BUNGA COVENT GARDEN
customers and which are the ones that are not (Shareef et al. 2019). This in turn has
helped restaurant authorities to arrive at a decision as to whether or not they should
retain certain dishes on the menu or whether they should include new items in order to
regain the interest of customers or to capture and retain the interest of customers who
are already happy with the food that is being served at the restaurant. Important
decisions pertaining to the outcome of the business have been facilitated by social
media channels like Facebook, Twitter and Instagram which are widely used by the
target audience of this business and which they make use of to post feedback and
opinions regarding the food that is served at the restaurant quite readily. The restaurant
managers simply have to log into the social media pages of the restaurant to get an
understanding of what existing clients think or feel about the products and services that
are currently being offered and whether there are any improvements that need to be
made in this respect. The likes and the follows that the social media pages of the
business receive from customers also serves as an indication of how much the food at
the restaurant is being favored or liked by customers or whether the restaurant happens
to be lagging behind in such an area.
The easy and convenient communication that is facilitated through the use of
social media is also something that has benefited a business like Bunga Bunga Covent
Garden. People who have paid a visit to the restaurant and who have liked the services
on offer over here have taken recourse to the use of social media to post important
feedback regarding their experiences, and in doing so they have also recommended the
restaurant to their near and dear ones (Karjaluoto 2015). This in turn has resulted in a
greater amount of popularity for the restaurant thereby leading to good business.
People have visited the restaurant in large numbers upon hearing from other people
about how good the food and the ambience is over here and much of this
communication has taken place over social media, given how widely people make use
of social media for such purposes these days (Duffett 2017).
Acquiring endorsements for the business is something that Bunga Bunga Covent
Garden has also managed to acquire through social media channels, which again is
indicative of the fact that social media and its use has proven to be largely beneficial for

57BUNGA BUNGA COVENT GARDEN
this business. Potential financiers have endorsed the enterprise and have offered
funding for the development of this restaurant into something that is bigger and better
because of the wide scale popularity that the restaurant has managed to achieve over
social media. The popularity of the restaurant has and can in the future lead endorsers
to believe that this restaurant is one that is worth promoting.
Social media has impacted a business like Bunga Bunga Covent Garden by
allowing the business to post regular updates about the products and services that it
offers. Since the use of social media is easy and it can be accessed at any given time, it
does not take the restaurant authorities a lot of time and energy to post important news
and information about new foods that are introduced as part of its menu or the new
programs and events that are held at the restaurant for the entertainment and the
benefit of its customers. The administrators of the restaurant happen to log onto the
social media pages of the restaurant to post news and information in this respect as and
when it is deemed as necessary and the response to such events appears to be
positive in nature for the most part. People who visit social media often, and who are
based in the city of London and who also like to dine out very regularly, get to view such
news and information after reading which it becomes easy for them to take a decision
as to whether or not they would like to visit the restaurant any time soon. Apart from
news and information about food, pictures of some of the tentative foods that are likely
to be offered at the restaurant in the near or even in the distant future are posted on the
social media pages of the restaurant which in turn gets customers all the more eager to
visit the restaurant and try out this new food or experience the new events to be held
here as and when they occur. Advertising is made quick and easy through the social
media channels for a business like Bunga Bunga Covent Garden.
Finally, one of the most crucial of ways by which social media has impacted a
business such as Bunga Bunga Covent Garden is the fact that it has allowed the
business to advertise its services and its food in particular without making any
investment for this purpose at all. The use of social media is free and easy and it has
been possible for Bunga Bunga Covent Garden to create pages about the business on
social media sites without paying any money to do so and thus it has been able to

58BUNGA BUNGA COVENT GARDEN
promote its business very effectively for free (Shao et al. 2016). Also, the fact that
knowledge dissemination is something that takes place in a quick and easy manner
through social media channels such as Facebook, Twitter and Instagram has led the
restaurant to spread important news and information about its food and other services in
a very quick and convenient manner (Ahmad et al. 2016). The business owners have
not had to wait for days, weeks and months for awareness to be generated about what
the business has to offer. It has been able to do this in just a few quick seconds
because of the quick ways by which knowledge or information gets percolated through
the use of social media (Gainsbury et al. 2016).
In the final analysis, it can be concluded that social media has had a positive
impact on the Bunga Bunga Covent Garden. Social media has put the business owners
in a position to spread ideas and information about its products and services in the
quickest possible way. Business owners also have not had to make heavy investments
in order to use social media for the promotion of the business and the fact that it has
chosen social media for marketing and promotion has proven to be largely successful
for the business rather than ineffective. It is a fact well known that people make use of
social media channels on a regular basis and that social media is far more popular for
the communication of ideas and events rather than any other form of media
(Zimmerman 2015). Hence spreading information about the business among
prospective customers is something that the business owners have been able to do with
ease and efficiency and it has also not hurt their pocket in any way at all, given that the
use of social media is free for the most part, even if it is being made use of extensively
for the purpose of business promotion. Social media has also given the target audience
of the customers the scope to make their thoughts and opinions about the business
known to people in their inner circuit and also to a wider circle (Carlson and Lee 2015).
Upon visiting the restaurant, customers have immediately logged onto the social media
pages of the restaurant to mention what it is that they liked and what it is that they
perhaps did not like about the food that they tried out at the restaurant. For those who
liked the food that was offered at the restaurant, possible recommendations were made
which resulted in a greater turnout at the restaurant. Even for those who do not like the
food that is served at the restaurant, the business’s presence on social media gives

59BUNGA BUNGA COVENT GARDEN
such customers the scope to make known what it is that they did not like about the
ambience here or the food that is served over here (Ismail 2017). This is also useful for
the business owners and the managers of the restaurant as it informs them about the
various areas that they can improve upon with respect to the services that they offer
and consequently improve restaurant turnout in the future. Finally, it is crucial to
remember that the presence of this business on social media has led to the website of
the business being viewed very frequently. More and more people have accessed the
official site of the restaurant by visiting the social media pages of the restaurant and this
in turn has led to the website of the company gaining a lot of traffic. This is very vital for
the growth and development of this business as the website contains key information
about the restaurant and its services and the more people who visit the website, the
greater will be the awareness that is spread about the restaurant (Al-Awadhi and Al-
Daihani 2019).

60BUNGA BUNGA COVENT GARDEN
5.4 Conclusion
Therefore, this chapter highlighted the outcomes of the study which had been
undertaken in regard to the overall studies and additionally, a section was dedicated to
the Discussion whereby the importance of the outcomes have been discussed and the
manner in which the Social media marketing tends to have an impact on the operations
of the firm and leads to the long term success of the organization.

61BUNGA BUNGA COVENT GARDEN
Chapter 6: Conclusion and Recommendations
6.1 Overview
Therefore, from the above analysis, it can be rightfully mentioned that, the social
media marketing has taken up the marketing domain by storm and exposed the different
organizations to a large number of avenues which can be successfully made use of by
them in order to succeed in the long run and be successfully able to ensure that they
are successful in gaining a large market share. The Bunga Bunga Convent Garden can
be understood to be one of the best restaurants and lifestyle places in the United
Kingdom but it had been acing certain limitations due to the fact that it was not able to
gain popularity regarding the brand name. Additionally, although the place is very good
and the services provided were exceptional in nature, due to subdued popularity it is not
being able to achieve the kind of success which the firm deserves. Hence, it is in
relation to this that the organization needed to understand that it was required to adopt
the social media marketing as a tool for success in the future. Hence, it can be
mentioned that the paper followed a comprehensive format whereby the first chapter
laid the background of the paper and also threw light on the research objectives and the
research questions. Additionally, the problem statement which was identified along with
the overall analysis was also identified accordingly. The second chapter discussed the
review of literature which highlighted the manner in which the different operations of the
organization are largely affected by the social media.
Additionally, the manner in which the social media use is affected in
organizations and the manner in which there exists certain factors which affect
organizational success were also discussed adequately. The third chapter discussed
the various research techniques which have been adopted by the paper and can be
used to find the impact of the social media marketing on the overall operations of the
firm. The justification for each of the chosen tool had also been provided. Along with
this, the fourth chapter discussed the ways in which the outcomes of the research
turned out to be relating to the manner in which through the statistical tools it was found

62BUNGA BUNGA COVENT GARDEN
that social media and organizational success are strongly related to one another. Lastly,
the fifth chapter provided a set of outcomes which were achieved from the research and
this was followed by the discussion of these outcomes. In the next section, certain
recommendations will be essentially provided which will help the Bunga Bunga Covent
Garden in gaining popularity by using the social media as a tool.
6.2 Linking to Objectives
The study which has been undertaken needs to be aligned with the research
objectives of the paper. Hence, in this section, the findings of the study will be aligned
with the objectives and it has to be measured whether the study has been successful in
meeting the overall objectives which had been set out initially.
1. To understand the role of social media and understand the manner in
which it will have an impact on the performance of Bunga Bunga Covent
Garden.
This objective was achieved by undertaking an analysis of the concept of Social
media marketing in the Review of Literature. The literature of review threw light on the
manner in which the social media marketing is being popularly used by the different
firms around the globe and it also assisted in understanding how the social media
market helps in bring about the overall success of the different organizations. The social
media marketing has become a considerably popular tool and therefore, the
understanding of the tool would assist in understanding how it can be essentially
applied in an organization and will contribute towards the understanding of the fact that
the social media marketing brings about long term benefits for the firm.
2. To analyze the role of social media in a business and examine how it shall
impact the overall performance of the firm
Using the Literature review the role of social media in a business could be
assessed. The Literature review assessed in understanding the manner in which the
social media has a very key role to play in the business environment and also defined
the various ways in which the operations of a business are greatly highlighted by the
social media activities of the business. Hence, it was found that the social media needs

63BUNGA BUNGA COVENT GARDEN
to be used by the different organizations in order to ensure that, they will successfully
be able to succeed its objectives and achieve the overall goals.
3. To find the relationship between the social media marketing and the
performance of the firm.
This objective was largely achieved by the fourth chapter which assisted in
finding the relationship which existed between the Independent variable and the
Dependent variable. Hence, in this chapter of the study, the regression analysis was
conducted and in regard to this, the hypothesis was tested which assisted in verifying
the relationship which tends to exist between the dependent and the Independent
variable. In addition to this, the chapter also conducted an analysis of the correlation
between the different variables which tend to exist.
4. To provide recommendations based on the manner in which the business
will be able to improve its overall operations.
To achieve this objective of the paper, the next chapter will be presenting an
overall analysis of the recommendations which can be used by the organization in order
to attain its overall objectives.
6.3 Research Limitations
The limitations of the research can be outlined as follows:
The research made use of the quantitative analysis to prove the objectives of the
study. Hence, the use of the qualitative analysis was not made. In regard to this, it
needs to be understood that, the research can be stated to be limited in the sense that it
did not make use of any qualitative technique of analysis.
Moreover, the data was collected using the primary methods of data collection
only and the secondary method of data collection was not made use of.

64BUNGA BUNGA COVENT GARDEN
6.4 Recommendations
There are a number of reasons why social media is should be utilized by the
Bunga Bunga Covent Garden in London, for the promotion of its business. They are as
follows –
 Bunga Bunga Covent Garden will find most of its target clientele situated on
social media. Social media is a platform that is used by people for the purpose of
communication in each and every part of the world and London in the United
Kingdom is no exception in this respect. Through the use of social media, Bunga
Bunga Covent Garden will be able to locate its target audience far more easily
and quickly (Tuten and Solomon 2017).
 The use of social media is a cost effective option for a thriving business like
Bunga Bunga Covent Garden, primarily because it does not have to make any
investment in order to use social media for its marketing and its promotional
activities. Social media platforms like Facebook, Instagram and Twitter or even
YouTube for that matter can be used by this business enterprise quite readily for
the promotion of its food and services, without having to spend any money for
this purpose, while reaching out to a wide target audience at the same given time
(Felix et al. 2017).
 Customers are likely to be far more responsive to messages that are sent to
them via social media channels than they will be if contacted over the phone, or
through SMS. Social media as mentioned before is widely used by people of all
over the world including in London in the United Kingdom. Bunga Bunga Covent
Garden will be in a position to get regular feedback from its customers for its food
and related services via social media especially through platforms like Facebook
which people make use of on a regular basis and through which they are likely to
instantly provide opinions and suggestions concerning the food that they have
tasted at Bunga Bunga Covent Garden and or the type of ambience that prevails
at this restaurant (Ashley and Tuten 2015).
 Through the use of social media, Bunga Bunga Covent Garden is going to be
able to market its services quite effectively to customers who are in the age

65BUNGA BUNGA COVENT GARDEN
group of eighteen to twenty four years because people who belong to this age
group are seen to frequent social media channels very frequently. Bunga Bunga
Covent Garden will be able to do a successful job of advertising its business
among the youth of London therefore if it takes recourse to the use of social
media for its marketing and promotional activities (Godey et al. 2016).
 Increasing brand recognition is something that Bunga Bunga Covent Garden is
going to be able to do when it opts for the use of social media to market its
business. This is largely due to the fact that social media channels present users
with the scope to market and present content in many novel forms, which in turn
is something that Bunga Bunga Covent Garden can utilize to give a new voice
and image to its business, making it come across as new, unique and exciting for
customers (Stephen 2016).
 Increasing inbound traffic to the website of the company is something that Bunga
Bunga Covent Garden is going to be able to achieve when it opts for the use of
social media for its marketing and promotional activities. Those who visit the
social media pages of the business will come across links to the business
website, and many such visitors are likely to click on these links to know more
about the restaurant and the food and other services that it is seen to make
available to customers, thus increasing the inbound traffic to the official website
of the business (Chang et al. 2015).
 Specific types of audience are those that the business is going to be able to
reach out to when it makes use of social media for its marketing activities. Bunga
Bunga Covent Garden can for instance reach out to lovers of spicy food, exotic
foods and or unique forms of carnivorous food when it utilizes social media
channels to promote its business. To cater to the interests of specific customers
or to reach out to them easily would be difficult to do using conventional modes
of marketing and advertising such as through print media, SMS alerts or even
email alerts (Zhu and Chen 2015).
 Search engine rankings can be significantly improved by the Bunga Bunga
Covent Garden for its website if it opts for the use of social media for the
marketing of its business. If customers get to know about the business through

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social media, they will get the opportunity to post likes or follow the pages of the
business, and will likely end up paying more than one visit to the website of the
company which in turn will increase the inbound traffic to the website of the
company. The greater the number of visits to the website, the more easily is the
website of the company likely to rank on important search engines like Yahoo
and Google (Dwivedi et al. 2015).
 Targeting as well as re-targeting ideal audiences is something that the Bunga
Bunga Covent Garden is definitely going to be able to do through the use of
social media. It will be able to locate the ideal people to visit the restaurant with
efficiency when it chooses to use widely used social media platforms like
Instagram and YouTube and even Facebook and can continue to pursue this
target audience with information about new foods and related services in the
near future (Ashley and Tuten 2015).
 Finally, one of the most important reasons why an enterprise like Bunga Bunga
Covent Garden should not hesitate to make use of social media for marketing
and promotional activities is the fact that it can use such platforms to disseminate
information about its food and related products, whether existing or new in a very
quick and easy manner. Knowledge dissemination takes place with the greatest
degree of efficiency through the use of a social media platform like Facebook or
Youtube or even Instagram for that matter, something that will prove to be very
convenient for a thriving business like Bunga Bunga Covent Garden (Stephen
2016).
6.5 Future recommendations
Hence, in the future, the second step if this research may be to find the impact of
social media on organizational success with the help of secondary and qualitative
analysis. The researcher may aim to combine these studies in the long run to present a
comprehensive study.

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Chapter 7: Personal Development
Skills before this project
Before I commenced with this project, the different skills which I possessed were as
follows:
1. Good communication skills
2. Presentation skills
3. Analytical skills
4. Interpersonal and other soft skills
Skills after this project
However, undertaking this project has exposed me to a large number of skills which can
be essentially identified as follows:
1. Research skills
2. Writing skills
3. Time management skills
4. Data collection skills
5. Data analysis skills
6. Organizational skills
7. Professional conduct
8. Subject knowledge about social media marketing

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Wiley & Sons.

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Appendix
Questionnaire

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75BUNGA BUNGA COVENT GARDEN
Proposal
MBM DISSERTATION PROPOSAL
Student Name: Paulo Alexandre Cosme Vieira
Project Title: Investigating the Impact of Social Media Marketing on the success of
organizational success. A case study of Bunga Bunga Covent Garden
Topic:
Investigating the impact of social media marketing on the success of organizational success. A case
study of Bunga Bunga Covent Garden.
Project Background:
Rationale for selection
The social media marketing can be considered to be a relevant part of the organization and with
respect to this, it becomes considerably crucial for the business to ensure that, if they want to attain
success in the long run then in such a case, they will be required to implement and adopt the different
means of social media. In this manner, the business will derive several benefits which range from the
increasing popularity of the business to thee increasing revenue as well. The benefits of social media
marketing can be understood to be the increase in the overall brand awareness, the improved
conversion rates of the organization, improved brand authority, cost effectiveness of the building and
other related aspects like reduced marketing costs (Tuten and Solomon 2017).
The inception group is a fun and creative group which was found back in the year 2009 by the
entrepreneurs Charlie Gilkes and Duncan Stirling. The firm tends to operate a unique group of bars,
restaurants, and club concepts in South West as well as the Central London. The Bunga Bunga as a
business idea was developed by the business back in 2011 when the company was under the belief

76BUNGA BUNGA COVENT GARDEN
that, there were not enough options for the different countries to enjoy their dinner. Hence, the Bunga
Bunga came up as an Italian option whereby the different customers can enjoy a drink, be entertained
under one roof. The business which shall be the focus of the project was opened in 2016 whereby the
business expanded its operations in Bunga Bunga (Inceptiongroup.com 2019). The business was
largely inspired by the neighborhood back street Italian bar and Pizzeria. The business tends to offer
the different customers with a delicious range of pizzas, homemade pastries and other simple regional
dishes as well. The Bunga Bunga Convent Garden can be accessed only through the meat locker of
BungaTINI (Inceptiongroup.com 2019).
Hence, the primary objective of the project can be stated to be to examine the overall role of
social media marketing on the success of the Bunga Bunga Covent Garden. The given project shall be
helpful for the garden as it will assist in determining whether the garden will be able to attain its overall
objectives or not. In addition to this, it will assist the business by providing certain recommendations
which will then go a long a way in ensuring that the business will be able to expand its overall
operations and the manner in which the revenue will improve (Bungabunga.com 2019). The project will
throw light on the current performance of the business on a whole, the mediums and techniques of
social media which can be adopted by the business and the manner in which different firms often tend
to make use of the social media in order to improve their operations. Additionally, through this
procedure the business will be able to understand the manner in which they will be able to improve
their overall operations and ensure success with respect to the same.
The overall impact of the project for the operations of the firm can be stated to be as follows:
1. The business will be able to improve its overall operations and realize the overall importance
of marketing which will then go a long way in assisting the business to understand the different
mannerisms in which it will be able to perform well.
2. The business will then be able to apply strategies to improve the overall social media standing
of the organization.
3. Additionally through this initiative, the firm will be able to ensure success amongst the
customers alike in the long run.

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Literature Review:
Social media marketing
The social media marketing can be understood to be the use of various platforms as well as the
websites by different businesses in order to promote a particular product or a service. Although it can
be understood that digital marketing and the e-marketing are still very popular in the academia, the
social media marketing has become a useful tool for all the practioners as well as researchers alike. A
majority of the social media platforms which are made use of by the business tend to have a built in
analytical tool which helps the companies to track the progress of the firm in terms of the different
advertisement campaigns which take place.
According to Stephen (2016), the different companies as present in the business environment tend to
address a large number of stakeholders in order to attract the different customers towards the overall
operations of the business and the general public as well. In addition to this, it is required to be
understood by the business that, on a strategic level the tools of the social media marketing are
generally used to manage the overall marketing campaign, setting the scope and to communicate the
overall culture of the firm.
When the organization makes use of the social media marketing, then in such a case, it allows the
customers as well as the internal users to connect with the company. In addition to this, when making
use of the social media, the firm will be required to make use of certain strategies which shall enable
them to ensure success in the long run (Chang, Yu and Lu 2015).
Strategies for engaging social media as a marketing tool

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The different strategies which can be largely made use by the business in order to engage the
social media as a prominent strategy of the business can be understood to be as follows:
Passive approach
The social media can be understood to be a useful source of marketing information and also
can be used in order to understand the overall perspectives of the consumers. The blogs, content
communities as well as the forums and other platforms are the main areas where the different
individuals tend to share their overall reviews as well as the recommendations of the services, brand
and the product as well (Zhu and Chen 2015). In line of this, it is important to understand that, the
different Businesses need to make use of this perspective and analyze the voices of the different
customers received so as to ensure that they will be able to use and apply it in their daily business
domain. This is different from the traditional market research methods such as the surveys, focus
groups and the data mining which are generally very time consuming as well as costly in nature. In line
of this, according to Dahl (2018), it is important to understand that, the social media helps to obtain real
time information on the areas of consumer behavior, viewpoints on the overall brand of the company
and products as well. In addition to this, it will be useful for the firm to adopt the highly dynamic as well
as competitive and fast paced environment.
Active approach
The social media can be understood to be making use of the direct marketing as well as the
public relations tools, however, the operations of the firm is not only related to that and in line of this, it
has to ensure that, it is making use of other customer engagement tools as well. The technologies
which generally tend to predate the social media comprise of the broadcast Television, the newspapers
with the advertisement which tends to have a fairly adequate audience (Godey et al. 2016). Hence,
there exist specific stereotypes which these mediums of advertising generally tend to follow but in line
of this, it has to be understood by the business that, the social media as a tool can target the niche
market as well. In addition to this, their advertisers tend to target the specific demographics who are
generally interested in the social media marketing, political activism as well as video gaming.
In line of this, it can also be understood that, the social media tools help in doing this by helping the
different users to analyze the areas in which they are lagging and the other given strategies which the

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company is required to apply in the long run so as to ensure success. Moreover, the social media
networking in various cases is often viewed as a great tool for avoiding costly marketing research
which a firm generally engages in (Alves, Fernandes and Raposo 2016). In addition to this, the social
media provides a short, direct as well as a fast way to reach out to an audience through an individual
who is widely popular. In line of this, it can be understood that in case an influencer use on the side of
the firm can also be understood to be a useful technique which can be largely used by the organization
so as to ensure that they are successfully able to reach out to the friends and followers of the
influencers and hence, make their product considerably popular in the masses (Hyder 2016). In line of
this, it also becomes considerably important for the firm to choose the right influencer as the
personality of the influencer may directly impact the overall operations of the firm in the long run
(Minazzi 2015). The Facebook and Linkedin are largely used as social media platforms whereby the
organizations can utilize the medium in order to hyper target the different customers as present.
The factors affecting the Social media use in a business
The different factors which generally affect the use of social media in a business can be largely
understood to be the factors relating to the utilization of the medium at the workplace which shall then
assist the firm in adopting the particular measure. The different factors which are present are as
follows:
1. Usefulness: The usefulness of a social media marketing tool can be stated to be the manner
in which the factor tends to fulfil the overall business and also determines the ways in which the social
media tends to serve the purpose of the organization (Sajid 2016). In line of this, any business will be
required to make use of the social media application only when they will be ensured of successfully
achieving their operational goals.
2. Ease of Use: The ease of use of the social media tool can also be understood a relevant tool
which influences the overall use of the social media as a medium. According to Kotler (2015), generally
the social media is taken to be a very useful tool which is adopted by the organization in the long run.
However, it has to be noted by the organizations that, very often the ease of use does not depict the
usefulness of the tool.
3. Alignment with the Business objectives: Another factor which impacts the usefulness of the
Social media as a tool can be understood to be the alignment of the Business objectives with the use

80BUNGA BUNGA COVENT GARDEN
of the social media tool (Ashley and Tuten 2015). Very often the firm aims to mostly target the niche
market and if the tool fails to target the niche market, then it cannot be considered to be effective to
use.
4. Price: The price of the social media tool can be largely understood to be a crucial factor which
shall have a long term impact on the overall operations of the firm and their choice of the tool which
has to be used. In line of this, it also has to be understood that, the cheaper the medium is, the better it
is for the firm.
Impact of social media on the business
The impact of the social media on the business organizations can be understood to be one of
the crucial reasons, why a business may prosper in the long run and hence, it is important to analyze
the impact of the social media on the operations of the firm. The impacts on the operations of the
business can be stated to be as follows:
A consistent brand image: In addition to this, the social media helps in bringing about a consistent
brand image for the organization as it goes a long way in ensuring that the firm will be able to attain its
overall objectives.
Social media for content promotion of the firm: The social media promotion can be considered to
bring about adequate content promotion for the organization(Felix, Rauschnabel and Hinsch 2017).
Tracking competitors: The social media also helps the organizations to track the different competitors
of the firm.
Crisis management: In addition to this, the crisis management of the organization can be easily
managed by the social media by spreading around the information faster.

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Research Aim (s):
The research aims to investigate into the various social media tools as well as the techniques
which are available for the use of the business and in line of this, conduct a research on the role of
social media in improving the performance of the business Bunga Bunga convent garden. The firm is a
popular place in the United Kingdom and hence, it can benefit greatly by making use of the social
media as a popular tool. In line of this, it also has to be understood that, the different recommendations
shall be provided to the organization which will then assist them to improve their overall performance in
the long run.
Research Objectives:
1. To understand the role of social media and understand the manner in which it will have an impact
on the performance of Bunga Bunga Convent Garden.
2. To analyze the role of social media in a business and examine how it shall impact the overall
performance of the firm
3. To find the relationship between the social media marketing and the performance of the firm.
4. To provide recommendations based on the manner in which the business will be able to improve its
overall operations.
Research Questions:
1. What is role of social media and how it will have an impact on the performance of Bunga Bunga
Convent Garden?
2. What is the role of social media in a business and examine how it shall impact the overall
performance of the firm
3. What is the relationship between the social media marketing and the performance of the firm?
4. What recommendations can be provided based on the manner in which the business will be able to
improve its overall operations.

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Methodology:
Research Philosophy
The research philosophy which will be largely adopted for the given study can be stated to be
based on the positivism approach. The positivism approach goes a long way in ensuring that a firm is
successfully able to undertake and make use of the observations and scientific analysis which will help
in making the overall research very accurate. This will help in making the role of a researcher limited to
the collection and interpretation of data.
Research approach
The research approach which shall be largely adopted for the purpose of the study can be
stated to be the deductive research approach. This means that, the researcher will be required to
actualize and interpret the data as available in order to come to a conclusion regarding the hypothesis
of the research.
Research design
The research design which shall be largely adopted for the purpose of the research can be
understood to be descriptive in nature. The research shall heavily rely on the use of the literature and
in line of this; it will also be required to relevantly make use of the information received from conducting
the interviews which shall assist in ensuring overall success of the firm in the long run.

83BUNGA BUNGA COVENT GARDEN
Data collection and analysis
The process of data collection which shall be utilized for the purpose of the paper can be
understood to be the quantitative analysis approach. The data will be collected from various experts
using the medium of interviews and thereby their responses shall be analyzed critically. Moreover, a
survey shall also be conducted which will help to analyze the overall role of social media and the
impact it has on the overall operations of the firm and how can it contribute towards improving the
overall operations of the organization.
Sampling
The sampling shall comprise of 50 respondents. The random sampling technique can be stated
to be used by the firm which shall then assist in ensuring that, the overall data can be collected and
analyzed adequately. The Google form will be largely used as a medium which will assist in ensuring
that, the respondent data is collected and analyzed critically.
Data analysis
The quantitative analysis using bar graphs and charts will be made use of in order to analyze,
the overall role of social media on the firm and how it can be used as a tool to improve the overall
operations of the organization.

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MBA Dissertation
Key Activities
(Milestones)
Time-scale
(Plan of
action)
Resources required
(Equipment, software, personnel
etc)
Finalizing the topic 1 month Internet, assistance from professor.
Collecting data from secondary
sources
2 weeks Access to the internet, Journal and
other sources.
Forming a layout of the research
work
1 week Professor assistance
Conducting Literature review 1 month Professor assistance, Access to the
internet, Journal and other sources.
Forming the research plan 2 weeks Access to the internet, Journal and
other sources.
Selecting appropriate research
methodologies
1 month Access to the internet, Journal and
other sources.
Collecting data from primary
sources
1 month Google forms and recorder.
Analysis of collected data sets 2 weeks Microsoft excel
Interpretation of collected data sets 2 weeks Access to the internet, Journal and
other sources.
Concluding the Study 1 week Access to the internet, Journal and
other sources.
Designing a rough draft 2 weeks Professor assistance, MS word.
Submitting the Final Work 1 week Professor assistance, MS word.

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First Line Supervisors confirmation that the project has been discussed at a supervisory meeting and
inclusion of any comment:
Name …………………………….....................……..date of meeting…………........................……………
Comments
References
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