University of Sunderland: Social Media Marketing and Bunga Bunga
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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
Investigating the Impact of Social Media
Marketing on the success of the organizational
success. A case study of Bunga Bunga Covent
Garden
MBM Dissertation
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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
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
2BUNGA BUNGA COVENT GARDEN
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.
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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3BUNGA BUNGA COVENT GARDEN
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
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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4BUNGA BUNGA COVENT GARDEN
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
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
5BUNGA BUNGA COVENT GARDEN
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
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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6BUNGA BUNGA COVENT GARDEN
List of Abbreviations
No abbreviations have been made use of
List of Abbreviations
No abbreviations have been made use of
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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
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
8BUNGA BUNGA COVENT GARDEN
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
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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9BUNGA BUNGA COVENT GARDEN
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
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
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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
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
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
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