Dissertation Proposal: Social Media Marketing's Impact on Customer Exp

This dissertation proposal aims to analyze the use of social media marketing in overcoming the challenges of maintaining a consistent customer experience. It identifies the concept of social media marketing, evaluates different tactics used to deliver social media marketing campaigns, and assesses the role of social media marketing in overcoming challenges related to consistent customer experience. The proposal includes a literature review of peer-reviewed articles discussing the connection between social media and customer experience, how social media is used for customer service, strategies for managing social media customer service, and the use of social media in the media mix. It also outlines a proposed primary research methodology using qualitative methods, including interviews with social media professionals and digital marketing experts, as well as surveys conducted via Facebook and Instagram, to collect fresh data on the topic. The study anticipates using both primary and secondary data to achieve its research objectives and provide recommendations for overcoming challenges related to maintaining a consistent customer experience.

DISSERTATION
PROPOSAL
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Table of Contents
Background..................................................................................................................................3
Peer reviewed articles..................................................................................................................4
Proposed primary research..........................................................................................................6
REFERENCES................................................................................................................................8
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Background
Customer experience is a term used to define the level of customer experience
organization has gained. Companies require to constantly put marketing efforts in order to make
sure that it create favourable customer experience even in the strong competition. Enjoying the
constant level of customer experience is not very easy (Gómez-Suárez and Veloso, 2022). The
purpose of this dissertation proposal is to understand the significance of customer experience.
Social media marketing is a modern tactic used to deliver the marketing campaign. In the modern
time social media marketing could favour the businesses to maintain the consistent customer
experience.
Business and management of the retail industry mainly faces issues to manage the
customer views because they try to introduce new products to meet the customer’s demand and
gain better customer experience, but sometimes other one does not like the same. That is why,
company may uses social media marketing to minimise the issue of maintaining customer
experience. As a result, companies faces issue with regard to maintaining consistent customer
experience and this in turn affect the brand image of the company. Such type of issue mainly
finds in retail industry like Marks and Spencer where company keep focusing upon the products
and to meet the same, it starts introducing online shopping that gain better customer experience.
Research Aim:
The aim of the study is to analyse the use of social media marketing in overcoming the
challenges of maintaining a consistent customer experience.
Objectives:
 To identify the concept of social media marketing.
 To evaluate the different tactics used to deliver the social media marketing campaign.
 To assess the role of social media marketing in order to overcome the different challenges
related to maintaining a consistent customer experience.
 To provide necessary recommendations to overcome the challenges involve with the
consistent customer experience.
Research Questions:
Q: How social media marketing is an effective tool to solve the challenges faced by the business
regarding maintaining the consistent customer experience?
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In the current competitive environment companies are looking forward to the social media
marketing practice in order to continuously interact with the potential customers in the market.
Social media become a trend when it comes to deliver the marketing campaign of the business.
This study will discuss all the key challenges social media marketing face in order to raise the
level of customer engagement and experience (Khalouzadeh Mobarakeh, Manian and
Hasangholipour Yasori, 2019). Consistent level of customer engagement or experience is a
priority for the venture and the role social media play is to make it more consistent for the
organization.
Peer reviewed articles.
Article 1: Understanding connection between social media and great customer experience
The present article is based upon qualitative research methodology which explained that
social media is a prefer network or platform that support marketing campaign channelize by the
organization. Companies has used the social media platform for marketing so that more efficient
level or scale of customer engagement can witnessed (Challenges of using social media for
customer experience, 2022). As per the chosen business problem, i.e. to maintain the customer
experience, this article helps to understand that social media platforms allow the organization to
constantly create a marketing campaign by positing videos and engaging posts. These are the
effective mode of creating a marketing activity for the organization to support the overall growth
and development acquirements of business (Koetz, 2018).
Article 2: How to use social media for customer service
The article is based upon the secondary research only which help to determine how social
media is used to raise the customer service. The findings of the study reflected that social media
can improve the way of solving customer service and the positive exchange assist to create a
loyal base (Caramela., 2021). Further, the article presents the way through which social media
worked as a customer tool because it uses hashtags that attract customers towards it. The article
is also related to the present issue because it assists to determine the way through which
company can improve the performance and also create a better outcome. Also, Barbu and et.al.
(2021) stated that with the help of effective social media tools, company can improve the
customer service and make efforts in order to understand the customer views so that it can be
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implemented within a business. That is why, it is related to present investigation because it helps
companies and business management to understand about the new way to reach customer.
Article 3: Managing social media customer service: strategies and tips
The chosen article is entirely based upon the qualitative research type in which only
secondary data collection methods has been adopted. The findings of the study clearly entail that
how social media is able to determine about the views of customers so that company can
implement the same within a business (Patterson., 2022). It also suggest the ways through which
company can improve the business performance and determine 5 different models for quality
social media customer service that helps to improve the business performance which include use
of social media tool that determine the quality. Tom Dieck and Han (2021) also reflected that if
the company determine the way through which customer can be attracted then it will be better to
solve the issue. Similarly, the chosen article is beneficial and suitable for the study because it
helps to determine how the study will be beneficial for the management in order to ascertain
social media and its role in customer service.
Article 4: How top brands handle social media customer service and support204
The chosen article is entirely based upon secondary study in which only data is analysed
on the basis of qualitative manner. The article reflected about how companies used social media
customer service in which effective outcome can be generated (Barnhart., 2021). Therefore, the
results shows how the tools assist the company to improve the business performance and let
customer enjoy the service offered by analysing the same in social media post. Along with this,
different tracking system is also involved within a company that reflects the rate through which
customers are attracted. Further, Kushwaha, Kumar and Kar (2021) also supported that with the
help of social media is considered as a customer service voice because it determine how it
provide a chance to company in order to solve customer compliant. That is why, the chosen
article is relied for the present report because it assists to let management understand about the
solution of issue and reach a business at further level of success.
Article 5: Social media use in media mix
The entire article is based upon qualitative research method in which inductive approach
has been adopted. The findings of the article entails that social media platforms has a great use in
developing an effective marketing mix tactic. The role social media application play is to allow
the customer know about the latest products that is expected to be launched by the company as a
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part of the marketing mix tactic (Social media use in media mix, 2022). Most number of
customer active on the social media platforms are actually a service channel that create a huge
difference for the organization (Vidili, 2021). It is essential that the brand raise the consistent
voice across the channel. Teams must be dedicated towards the social media. Coordinate insight
between Cx and customer service. Make faster collaborations. Using Cx technology for quality
insight is also important.
Article 6: Effective brand building strategy for social media marketing
Through the chosen article, it has been identified that the entire research is based upon
only secondary data collection method that determine how social media marketing assist to
improve the customer experience. The findings of the article reflected that social media is a vast
platform in order to build or establishes the brand online. Companies get to project the brand in
front of the target customer with the use of all different social media platforms like Facebook,
Instagram and such other. Making innovative content that can attract to the customer is another
major challenge of social media (Gómez-Suárez and Veloso, 2022). Many times online frauds
occur at the social media platform which create a huge challenge for the brands. The social
media become the great place to allow the best suitable level of customer engagement in the
business. The social media applications are a great tool to coordinate and communicate with the
customer directly on a regular basis. Constant communication creates a bridge between the
customer and the brand in market that favour the organisation to support the growth and
development in the business (Effective brand building strategy for social media marketing,
2022).
Proposed primary research.
This study is using the qualitative method to deliver the whole study. Qualitative study
will allow the scholar to clearly analysis and assess the whole information. This topic is very
advanced that require a proper qualitative manner of study that can favour to the scholar to
achieve the research aim and objectives. Secondary sources like Peer reviewed articles will also
conduct to collect the required information and data to execute the whole study (Rahimian and
et.al., 2020). Data will be collected in the study with the use of both the techniques primary as
well secondary method of data collection. In case of the primary method or technique of
collecting data and information interviews will be conducted. In respect to secondary method of
data collection articles will be reviewed to collect the required information. Interview will be
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done by approaching the social media professionals and digital marketing experts who can
provide an insight over the respective topic (Sykora and et.al., 2022). With the use of web link of
Facebook and Instagram surveys will also conduct to collect the required primary information
and data in the study. Primary data collection technique will allow the scholar to collect the fresh
and modified information and data about the respective topic of study.
In case the receptive plan of doing the respective study do not work better than backup
options will be applied. This will involve approaching the questionnaire technique to execute the
whole study (Suha, 2021). This is a very effective backup options that can allow the scholar to
collect the required primary information and data. 30 people will be approached that carry
certain amount knowledge digital marketing, social media branding and such other. These
experts can give a valuable insight over the respective topic of study (Schallehn and et.al., 2019).
This option will allow the scholar to present the information through charts and graphs so that
better presentation can be done to interpret the whole data and information. This backup plan
will only be used in case any of the tactics that is planned go wrong in certain way. The back up
option will allow the scholar to frame quality result out of the research study is executed or
conducted. It has been anticipated that plan A will be enough to achieve the research conclusion.
Secondary study is conducted by collecting the documents and information over
websites. Secondary sources are analysed effectively and collect the required information so that
proper findings can establishes about the research.
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REFERENCES
Books and Journal
Barbu, C. M. and et.al., 2021. Customer experience in fintech. Journal of Theoretical and
Applied Electronic Commerce Research. 16(5). pp.1415-1433.
Gómez-Suárez, M. and Veloso, M., 2022. Designing Facebook Publications Focused on Hotel
Customer Experience: How to Improve Brand Attitude and Booking Intention.
In Brand, Label, and Product Intelligence (pp. 247-258). Springer, Cham.
Khalouzadeh Mobarakeh, S., Manian, A. and Hasangholipour Yasori, T., 2019. Designing a
customer experience and response improvement model using social media
marketing. Consumer Behavior Studies Journal. 6(1). pp.287-309.
Koetz, C., 2018. Managing the customer experience: a beauty retailer deploys all tactics. Journal
of Business Strategy.
Kushwaha, A. K., Kumar, P. and Kar, A. K., 2021. What impacts customer experience for B2B
enterprises on using AI-enabled chatbots? Insights from Big data analytics. Industrial
Marketing Management. 98. pp.207-221.
Rahimian, S. and et.al., 2020. Framework for Explaining the Role of Social Media in Customer
Experience Management for Hoteling Industry: Systematic Literature Review. Journal
of Business Management Perspective. 19(43). pp.13-39.
Schallehn, H. and et.al., 2019. Customer experience creation for after-use products: A product–
service systems-based review. Journal of Cleaner Production. 210. pp.929-944.
Suha, B., 2021. Social Media Activity dan Customer Experience dalam Membentuk Relationship
Quality. Ganaya: Jurnal Ilmu Sosial Dan Humaniora. 4(2). pp.480-490.
Sykora, M. and et.al., 2022. The power of emotions: Leveraging user generated content for
customer experience management. Journal of Business Research. 144. pp.997-1006.
Tom Dieck, M. C. and Han, D. I. D., 2021. The role of immersive technology in Customer
Experience Management. Journal of Marketing Theory and Practice. pp.1-12.
Vidili, I., 2021. Customer Experience: The New Competitive Advantage for Companies That
Want Their Customer at the Center of Their Business. In Handbook of Research on
User Experience in Web 2.0 Technologies and Its Impact on Universities and
Businesses (pp. 183-209). IGI Global.
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Online
Barnhart. B. 2021. How top brands handle social media customer service and support.
[ONLINE]. Available Through: < https://sproutsocial.com/insights/social-customer-
care/>. Accessed on 7th April 2022.
Caramela. S. 2021. How to Use Social Media for Customer Service. [ONLINE]. Available
Through:<https://www.businessnewsdaily.com/5917-social-media-customer-
service.html>.
Nazir. M. 2022. Social media use in media mix. 2022. [ONLINE]. Available Through:
<https://www.warc.com/content/paywall/article/bestprac/how-to-use-social-media-
effectively-in-the-media-mix/en-GB/109610?>. Accessed on 7th April 2022.
Patterson. M. 2022. Managing Social Media Customer Service: Strategies and Tips. [ONLINE].
Available Through: < https://www.helpscout.com/blog/social-media-customer-
service/>. Accessed on 7th April 2022.
Roeseler. P. 2022. Challenges of using social media for customer experience. [ONLINE].
Available Through: <https://www.inc.com/peter-roesler/research-shows-challenges-of-
using-social-media-for-customer-services.html>. Accessed on 7th April 2022.
Squillante. G. 2022. Effective brand building strategy for social media marketing. [ONLINE].
Available Through: <https://www.warc.com/content/paywall/article/bestprac/a-new-
framework-for-adapting-effective-brand-building-strategies-for-social-first-marketing/
en-GB/138742?>. Accessed on 7th April 2022
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