The Influence of Social Media on Marketing: A Comprehensive Report

This report examines the impact of social media on marketing strategies, employing qualitative research methods to analyze its influence on business performance. The research explores the use of social media platforms, such as Facebook and Twitter, by companies like Coca-Cola and Dunkin' Donuts, highlighting their adaptation to changing market dynamics and the importance of social media presence. The methodology includes document analysis, observation, and thematic content analysis to assess how social media affects marketing, customer service, and procurement. The findings indicate that social media marketing is more efficient than traditional methods, forcing businesses to alter their strategies and improve performance. The report also includes a self-assessment reflecting on the research process, and a comparison between Coca-Cola's successful social media approach and the less developed social media presence of Como, an electronics company. The report concludes that social media is a useful platform for elevating business performance.

Running Head: SOCIAL MEDIAAND MARKETING1
SOCIAL MEDIA AND MARKETING
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Social Media and Marketing
Acknowledgement
First of all, I thank Allah for enriching me with knowledge, well-being, and tolerance to
complete this project. Secondly, I would like to acknowledge my family for all their financial
and emotional support throughout my academic life in the UK. I expressly extend this
gratitude to my mom and dad always believing that I could be successful, as it motivated me
to accomplish all my objectives. My brothers and sister were as well concerned with my well-
being and supported me in every way possible. Lastly, my supervisor played a great role in
this achievement due to his constant guidance and motivation in such a professional way that
I can confidently say that is would be impossible to finish this piece of work without his
presence.
Summary
There were various techniques used in the methodology phase with a sole purpose of getting
the data on the impacts of social media on business. Qualitative method of research was
utilized to give more desirable results in the study. Therefore, the researcher made use of
information from valid and reliable scholarly sources in answering the research questions.
Qualitative analysis methods help in the production of results that go beyond the purpose of
the study (Patton, 2001). Throughout the process of formulating this methodology, the
researcher got to understand the concept of social media and the effect it has on businesses.
Also, the qualitative research approach was used to find the appropriate data that was then
used for further analysis and discussion. The research also sought to inform the learners on
the social interactions that businesses form with their clients on different platforms.

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Observation was also a good strategy that helped the research realize the extents to which
certain companies use web-based social networking sites to advertise their products. As the
observation was conducted, the researcher was keen on the different strategies that these
businesses use during which he sought to answer the research questions. Document analysis,
a form of background research, was also used as the researcher reviewed documents to help
understand the work of previous researchers and improve or increase the current knowledge.
The data collection was accomplished by reviewing and summarizing the sources which were
done by multiple viewers. Finally, the thematic content analysis (TA) was utilized and that
helped to capture the descriptive of the data from which themes were developed. The tables
were used to summarize the information before TA was applied to analyze the content.
The case study and document analysis as explained above were instrumental in the analysis
of the findings and answering the research questions. The results indicate that social media
marketing is more efficient that other traditional media that also play a similar role. It has
forced businesses to alter their business strategies, which in return improves their
performance in their respective markets. These statistics were supported by case studies
conducted for Coca-Cola’s use of facebook or Twitter use of Dunkin Donuts. The analyses in
addition to document reports enabled the researcher to effectively answer the questions.
Findings state that social media impacts positively on businesses in the sectors of marketing,
administration, customer service and procurement as well. Social media is thus a useful
platform that can help elevate a business to another level of performance.

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Self-assessment
The dissertation is based on qualitative research, which uses specific data collection methofs
to come up with reliable statistics. In other words, it requires setting aside time and gaining
knowledge to be able to start studying the subject of the project. These kinds of research are
significant to me as they give me knowledge useful in future studies. I also gain the know-
how of identifying the left our information in the literature reviews and also be able to
identify the appropriate sections of research. It is also nice strategy to enable one spent more
time looking into the helpful data that can add value to the research methodology.
It is fulfilling to know that I have showed progress in such a way that I have the ability to
tackle certain perspectives at on one occasion I am now able to manage my time
appropriately depending on the activities at hand. My reading and analysis skills are also on
another level as I discovered new strategies from the study. It was also helpful to do all these
procedures in an academic way following certain procedures that in one way or the other
regulate the learning process. The research was able to utilize the right methodology like
observations and data collection and analysis techniques and finally came up with reliable
conclusions. Thus these methods under qualitative research were most suitable for this study
for they enabled the researcher to have a good understanding of the social concept.
Coca-Cola is a multinational company that embraces an interesting history. Its current growth
since 1886 when it was formed is impressive. It was formed by John Pemberton as well as
sold at Jacob’s Pharmacy in Atlanta; Coca-Cola has developed to turn out to be a global
trademark for a drink (Coca Cola, 2017). in the present day, with more than 125 years of
record, Coca-Cola is one of the most, recognized brand names for beverages and soft
munchies around world (Feloni, 2016). The beverages are manufactured, processed and sold

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by partners as there are no ‘Coca-Cola’ outlets. The organization’s principal purpose appears
to be managing the trademark.
Times change and the rise of Web 2.0 is an instance of how the peripheral setting changes
and as a result they are working to progress in the foods and beverage industry. The younger
generation spends more time on social media and therefore Coca-Coca is doing their best to
promote their brand image. They are doing well as a brand and have an impressive number of
likes (100 million likes). They have therefore been able to adapt to the changing market
hence illustrating that an organization should strategize on their social media platforms.
Como is one of the electronics companies in Denmark which manufactures TVs, DVDs,
LCDs and many other types of electrical materials. It is a reasonably miniature and new
commerce, having been reputable in 2010 and at present employs roughly 80 workers. It has
achieved much as it supplies to 30 cities and across borders as well. However their social
media presence is wanting and that might be the reason for their slower growth. The
company’s Facebook page is followed by 2724 (see Figure5). The last picture of their
products posted on Facebook was in March, showing their absence. However, the company’s
presence should be improved to conduct some competition on Face book and other platforms.

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Bibliography
Coca Cola. (2017). Retrieved 08 02, 2017, from http://www.coca-colacompany.com/our-
company
Feloni, R. (2016, 02 19). Business Insider. Retrieved from 7 strategies Coca-Cola used to
become one of the world's most recognizable brands:
http://uk.businessinsider.com/strategies-coca-cola-used-to-become-an-iconic-brand-2016-2
Rapitron Electronics. (n.d.). Retrieved 07 12, 2017, from A propos de Rapitron:
http://www.rapitron-electronics.com/a-propos-de-rapitron/