Customer Engagement Through Social Media Marketing: KFC Analysis

This dissertation investigates the effectiveness of social media marketing in enhancing customer engagement, specifically focusing on the case of Kentucky Fried Chicken (KFC). The study begins with an introduction to social media marketing and its significance in the current business environment, highlighting the increasing importance of online platforms for reaching target markets and driving customer interaction. The research explores the rationale behind the study, identifies key research questions, and outlines the methodology, including data collection and analysis techniques. The dissertation reviews relevant literature on social media marketing, customer engagement, and strategies for positioning social media marketing among customers. The findings, presented in the data analysis chapter, provide insights into how KFC utilizes social media to engage with its customers and the impact of these strategies on brand awareness, customer loyalty, and sales. The conclusion summarizes the key findings and offers recommendations for improving KFC's social media marketing efforts. The research also addresses the ethical considerations and limitations of the study. The dissertation provides a comprehensive overview of the topic and offers valuable insights for businesses seeking to leverage social media for customer engagement.

DISSERTATION
1

ACKNOWLEDGEMENT
I would like to thank my mentor for bottom of heart as they has provided me good
knowledge and effective support for conducting study effectively. I would like to express my
gratitude to friends, colleagues as well as family members who have guided me at ever step of
thesis. Through their support I was able to accomplish my dissertation in an appropriate manner.
In the series I would also like to state special thanks to my team members who have assisted in
collecting data and in analyzing it further.
2

TABLE OF CONTENTS
CHAPTER- 1 INTRODUCTION ..................................................................................................5
1.1 Introduction............................................................................................................................5
1.2 Overview................................................................................................................................5
1.3 Rationale for the study...........................................................................................................7
1.4 Research aim and objectives..................................................................................................9
1.5 Research questions.................................................................................................................9
1.6 Significance of the study......................................................................................................10
1.7 Chapter structure..................................................................................................................11
CHAPTER- 2 LITERATURE REVIEW ......................................................................................13
2.1 Introduction..........................................................................................................................13
2.2 Concept and importance of social media marketing............................................................13
2.3 Working system of social media..........................................................................................14
2.4 Kind of social media marketing tools..................................................................................14
2.5 Effectiveness of social media marketing in enhancing the engagement among the customer
....................................................................................................................................................15
2.6 Strategy to position the social media marketing among customers.....................................17
2.7 Factors that should be considered for engaging customers.................................................20
2.8 Process of engaging customers through social media..........................................................21
CHAPTER- 3 RESEARCH METHDOLOGY .............................................................................24
3.1 Introduction..........................................................................................................................24
3.2 Research philosophy............................................................................................................24
3.3 Research approach...............................................................................................................25
3.4 Research design ..................................................................................................................26
3.5 Data collection.....................................................................................................................27
3.6 Sampling .............................................................................................................................27
3.7 Data analysis........................................................................................................................28
3.8 Reliability and validity of data.............................................................................................29
3.9 Research limitation..............................................................................................................29
3.10 Ethical consideration..........................................................................................................30
CHAPTER -4 DATA ANALYSIS ..............................................................................................32
4.1 Introduction..........................................................................................................................32
4.2 Qualitative analysis..............................................................................................................32
Chapter – 5 CONCLUSION AND RECOMMENDATION ........................................................44
5.1 Conclusion...........................................................................................................................44
5.2 Recommendation.................................................................................................................46
REFERENCES..............................................................................................................................48
APPENDIX ...................................................................................................................................52
3

CHAPTER- 1 INTRODUCTION
1.1 Introduction
In this section, the researcher would be providing basis for the researcher through the
research background. Also it lays emphasis on research problem and offer direction to the
investigation by the means of research aim as well as objectives
1.2 Overview
The era of social media marketing has begun around ten years ago. The popularity with
respect to social media sites has spread among the business in form of strategies that can be used
by them (Stelzner, 2014). There is presence of greater number of organization who have attained
benefits through means of social media marketing. However there are certain companies that
hesitate in including social media within their marketing as they lack adequate amount of
information regarding the social media platforms, specifically in relation to its effectiveness. In
the present market the firms are dominated by the greater number of customers along with the
needs possessed by them. Now a days prior to making purchase of the products the customer
have the preference towards viewing the referrals, reviews on the Google investigation outcomes
or websites (Kumar and et.al., 2013). There is increase in significance of social media marketing
to a significant level for the sake of targeting wider customer base and expand the organizational
operations. The concept associated with social media marketing is regarded as action that drives
the traffic of the website through sites of social media. There is increase in usage of such
marketing type as it is cost effective. Further the demand regarding such has increased to a
greater extent.
The platform of social media is regarded as one that assist in participating within the
social networking. Through this one can effectively share the posts over various social media
platforms so as to bring enhancement within the visibility of the firm. In the present era such is
considered as the appropriate source in order to attain new information updates, marketing,
entertainment and education. Social media marketing is considered as the tool for attracting the
target market (Tuten and Solomon, 2014). There are few businesses measuring the social media
effectiveness in precise manner. It is being assessed that evaluation of the social media
marketing can be done by means of customer engagement lens. At initial level the engagement of
the brand through social media can be done by means of engaging with content associated with
4

brand that is assessed through wider range of metrics that includes shares, comments, followers,
impressions and click through, subscribers as well as links. In ideal terms the social media
marketing has broaden engagement through stimulation of interactions in other touch points that
is both online as well as offline (Hollensen, 2015). Such includes the driving prospects to the
website of the company, promoting contact through telephone or stimulating them for store visit.
The aspect of social media marketing includes the direct engagement of the target market.
However this requires the medium which is unorganized and uncontrollable. In order to succeed
the organization need strategy which can aid in reaching the suitable market. There is significant
role of social media marketing in making generation of the product awareness through tapping
into one of the greatest audiences around the world. In addition to this it results in making
generation of leads through means of social networking connections, speeding up the procedure
through development of events as well as promotions. The significance of social media is
debatable. This is regarded as channel that is powerful and is attached with the marketing. It is
considered as game changer for any firm (Hays, Page and Buhalis, 2013). It is effective is
providing flexibility for communicating both personal and business levels. The owners of the
firm can enhance search rankings, leads, sales and traffic through utilizing social media. Such
can be done through minimizing the expenses related with marketing. Apart from this it is
regarded as the cool platform that assist it connection with friends and dear ones. There is
presence of several uses of social media marketing. It includes connecting as well as engagement
with the customers. Further it act as an aid in building good reputation, enhancing recognition as
well as increasing awareness among the brand. It assist in making generation of the leads or
opportunities related with sales. The role of social media marketing is effective in bringing
improvement in the customer service with additional outlets of communication. It is significant
for the business to use social media marketing as assist in sharing online content by means of
using social; media sharing button. It helps in maintenance of the direct relationship with the
customers and target market for bringing enhancement in the product and gain better knowledge
regarding the audience.
The concept of customer engagement is business communication connection among the
external stakeholders and business by several medium of correspondence. Such connection can
be related with reaction, interaction, effect or entire business experience that is taking place
5

online as well as offline. Social networking is at present the most effective online activity among
the customers across the globe. The concept attached with the customer engagement has become
the main place among the marketers. Greater investment is being made in social media and
brands across the globe (Scott, 2015). Today the business consider feedback of the customers
provided on social media so that it can effectively make implementation of the strategies. This
helps the firm in increasing their survival in long run
In the present dissertation, discussion is made regarding the effectiveness of social media
marketing towards customer engagement in relation with KFC is made. This is referred to as
Kentucky Fried Chicken. It is regarded as American fast food chain of restaurant that has
specialization in fried chicken. The company is being headquartered in Louisville Kentucky. It is
regarded as second largest chain of restaurant after McDonald's. The chain is regarded as
subsidiary of Yum! Brands, that is regarded as the restaurant company who owns Pizza Hut as
well as Taco Bell chains. The company is regarded as the first fast food chain that has made its
expansion in the international market by the means of opening outlets in Canada, UK, Jamaica in
the mid-1960s.
1.3 Rationale for the study
There is huge issue that is being experienced by the organization in interacting with the
target market. As such it has greater influence on the profitability and sales of the organization.
In the present business environment there is greater enhancement within the competition level
among the concern. Such demands towards enhancement in the awareness regarding the brand
within the market (Vinerean and et.al., 2013). In this relation the social media's marketing role is
suitable. Through such the company can in an effective manner emphasis on accomplishment of
the expectations and customers need. In addition to this it can conduct advertising without
investment of greater amount of funds. Such act as an aid for the organization in accomplishment
of the target which are attached with enhancement in the sales and profitability of the
organization to a significant level. It has been assessed that in the present era the use of internet
is done to a greater extent (Olof Lagrosen and Grundén, 2014). With such the customer needs
have changed towards increasing use of social media so that greater number of customers can be
attracted.
Major issue
6

The current market of retail outlets like KFC has become very competitive where, it is
necessary to remain up to date in each and every activity as it helps in remaining forward in the
competition. In this issue, the major concern is related to the practices of promotion and
advertisements that are not able to retain customers for a business entity. In modern era, it is very
necessary for every organization to make its practices of promotion very attractive and also
featuring the characteristics of the product or service (Solomon, 2014.). It is evident that in
modern times, the use of various medium for advertisement have become very popular among
which the use of social media has emerged as a boon for many organizations. This emergence
has helped in resolving the issues of advertisements which was done in a traditional way.
Why it is an issue
From the researches and various studies, it has been discovered that the customers
engagement is a biggest issue as it helps in surviving the fierce competition (Vernuccio, 2014).
In such scenario, it is evident that the companies usually loss their valuable customers because of
their inability to make right communication and relationship with them. Thus, the use of
marketing approach in an appropriate way is very essential (Aral, Dellarocas and Godes, 2013).
Besides this, in case of food outlets sector, the competition has become fierce where different
organisations like KFC, Mc Donalds, Sams chicken etc. All of these organisations adopt
different techniques to approach their customers in effective way. Thus, it is highly essential for
various companies like KFC to maintain their customers and retain them with the help of
efficient marketing practices so that cited company can grow and develop their effectiveness in
market.
Use of research in this issue
The research in this perspective where an attempt has been put forward to analyse the
effectiveness of social media marketing for enhancing engagement of customers for business will
help in getting information about different major and minor things where it is vital to pay
attention (Tiago and Veríssimo, 2014). Through the research conducted on this topic, the reader
will be able to understand the significance of social media marketing in context of present time.
Further, it will give a deeper insight of social media which can be used in marketing the products
and services. Many business organisations have maintained close and strong terms with
customers through the help of these mediums as they are able to make a direct contact with them.
7

The customers also feel more comfortable when they get various information through
advertisements that pop up on internet. This gives a better facility to browse for required
information in one go. Thus, the research will enclose different significant information and
benefits that are offered by social media marketing (Constantinides, 2014). In addition to this,
the research study will help in addressing various issues that may pose a challenge before
company in the field of social media marketing by using it in a better way.
1.4 Research aim and objectives
The aim of research helps in moving towards the right way so that direction of entire
study can also be evaluated as per the set aim. The aim set in present research will help in
covering a broad topic that has a high relevance as per the current marketing environment.
Keeping this in view, a comprehensive aim has been set out which will give an overview about
the entire topic which will be followed throughout the report.
The aim of the present dissertation is: To analyse the effectiveness of social media
marketing in increasing customer engagement: KFC.
As per the above set aim, some objectives are framed that helps in studying various
significant area of study which are related with the topic. Besides this, the framing of objectives
that are aligned with aim of the report also aids in covering all vital subjects in a systematic
order. Therefore some relevant objectives has been set out in relation of chosen topic for study.
The Objectives of the present investigation is enumerated in the manner as under:
 To analyze the social media marketing activities of KFC
 To analyze the customer engagement of KFC
 To analyze the effectiveness of social media marketing in customer engagement
 To provide recommendations to KFC to improve social media marketing activities and
customer engagement
1.5 Research questions
Several research questions have been set out in the present study that will be helpful in
addressing each determined objective for the study. Further, this will aid in developing the area
of understanding so that a greater knowledge can be gained which will be useful in applying in
practical terms. Thus, some of the research questions that has been framed for present study are
as follows:
8

Are social media is effective in increasing customer engagement?
 What are the social media marketing activities used by KFC?
 How social media marketing increases customer engagement?
 What are the types of social media marketing increases customer engagement?
 How KFC can enhance its social media marketing to increase customer engagement?
1.6 Significance of the study
The present thesis aims at analysing the effectiveness of social media marketing in
increasing customer engagement (Malthouse, Haenlein, Skiera, Wege and Zhang, 2013). This
assist in attainment of in-depth knowledge with respect to understanding of effectiveness of
social media marketing. The importance of present thesis has been enumerated in the manner as
below:
 It can act as an aid when research is conducted by KFC management. As such the present
thesis offers greater amount of information with respect to importance of social media
marketing in increasing customer engagement.
 Along with this there is presence of huge significance of present thesis for the business
carrying out food chain (Van Dijck, 2013). The business is able to attain knowledge with
respect to feasibility regarding use of social media marketing in engaging customers in
relation to brand and increasing the sales and profitability of firm.
 The present dissertation has importance due to the reason of complex nature that is
possessed by the organization. Through the help of this attention is put in relation to
resolving the operational issues associated with the business (Chung, Marcketti and
Fiore, 2014).
 Along with this the investigation possess the significance for the KFC as such it assist in
generalizing the new theories associated with phenomenon in the subject matter.
Thus present thesis is regarded as fountain of knowledge as it is essential source that
provides guidelines in order to resolve the social and organizational issues.
1.7 Chapter structure
The present dissertation is comprised of various sections that possess effective role in
attaining the aim of the thesis in an effective manner. In the present thesis the chapters included
are mentioned in the manner as under:
9

 Chapter- 1 Introduction: It is regarded as the most important section that demonstrates of
the overview of the subject under investigation. Such chapter provides framework with
respect to phenomenon under research. The specific chapter starts with overview of the
topic on which the research needs to be conducted. This includes in-depth assessment of
the investigation and its association with the firm. Along with this it is comprised of aims
and objectives under research that is on the basis of question under investigation. Chapter- 2 Literature review: It is regarded as the most significant part of the dissertation
that involves opinions of the scholars with respect to effectiveness of social media in
engagement of the customers. The section makes evaluation of the knowledge and data
which exists in the prevailing piece of literature in secondary sources form. Further its
significance for the food chain is also involved. Thesis offers suitable picture regarding
the views in relation to suitability of social media for the business. Based upon the data
which is published the analysis is conducted in detail regarding the phenomenon in the
subject. Chapter- 3 Research methodology: On the basis of the research objectives the particular
section reflects the tools which the investigator can employ when conducting the
research. The specific section involves the tools which the investigator can apply when
carrying out the research. In addition to this justification is offered regarding the choosing
specific tool for the sake of developing suitable knowledge in relation to subject. Chapter- 4 Data analysis and findings: Under this chapter the investigator reflects
information which can be collected by means of sources that is primary and secondary.
The section includes analysis of gathered data. With such the researcher is able to attain
suitable results from dissertation.
 Chapter- 5 Conclusion and recommendation: It is considered as the end section of the
thesis that is comprised of presenting the results which are attained by means of data
analysis. In addition to this the section is comprised of suitable recommendations that act
as an aid for the firm in addressing various problems within the investigation.
10

CHAPTER- 2 LITERATURE REVIEW
2.1 Introduction
There is greater importance of literature review for the entire research as it is comprised
of important data that is required for conducting the research in an effective manner. Due to such
the literature review is regarded as appropriate chapter in the section. In this the review is done in
relation to the conclusion from the existing research within the particular area and analysis is
done for the sake of attaining appropriate findings after the entire investigation is carried out.
Further understanding is devised with respect to opinions of various authors on particular
research (Cabiddu, De Carlo and Piccoli, 2014). In addition to this it is crucial evaluation of the
concept taken into consideration for the sake of performing the research in an effective manner.
2.2 Concept and importance of social media marketing
Social media marketing is referred to as the utilization of the social media platforms as
well as websites for the sake of making promotions of the products and services. In accordance
with the views of Zimmerman and Ng, (2015) it has been examined that greater number of social
media platforms have developed their own built in data analytic tools that is enabling the
business towards tracking the progress, success as well as engagement of the ad campaigns. The
firm is addressing range of stakeholders by means of social media marketing that involves
current as well as potential customers, current and potential employees as well as general public.
Social media marketing is comprised of managing the execution of the campaigns of marketing,
governance, setting the scope and establishing desired social media of the organization. In order
to make utilization of the social media in an effective manner business is required to learn to
allow the customers as well as users of internet to post user generated content that is referred to
as earned media instead of using marketer prepared copy of advertisement.
Use of social media marketing can enable the business to look towards increasing their
reach to greater number of customers. In accordance with the views of Coles, (2014) it has been
examined that marketing through social media can assist in bringing remarkable success to the
organization. Social media marketing is regarded as the form of internet marketing that executes
several social network for the sake of attaining marketing communication as well as branding
goals. The role social media marketing includes the activities that involves social sharing of the
content, videos as well as images for marketing purposes and paid social media advertising.
11

2.3 Working system of social media
There are a number of social media that are available with a company which can be used
by firms for advertising and making a link with customers. Major social media sites that are used
by companies on a larger scale are Facebook, twitter, Blogs, Tumblr, Instagram, You tube etc. In
these sites, a firm can post or share any type of useful information for customers at one time.
Besides sharing of information, it also gives the facility of posting the photos and videos on their
official pages. The customers who have liked and followed the page will be able to see all types
of posts and can share them as well (Wheeler, 2016). The social media has a potential because
of which this concept has taken the path of growth in a quicker way. It enhances the urge of
getting involved, talk and share so as to communicate in a well-defined way. This gives new and
broad platform where people who do not know each other personally can also share and
communicate so as to get better responses. This has widen the scope of marketing where
traditional way was just focused on selling concept. Now, this concept has been replaced with
framework of sharing and engaging.
2.4 Kind of social media marketing tools
Social media marketing has continued to be one of the most effective online strategy of
marketing. According to Turban, Strauss and Lai, (2015) unlike the paid advertising there is
possibility towards growing visibility and building awareness regarding brand without making
direct payment regarding this. There is presence of greater number of social media marketing
tools. This is comprised of tools that are as such. Buffer is regarded as one of the recognized tool
that is being used in the industry. It is effective in scheduling any kind of posts across any
platforms that is being required. Buffer can be utilized towards following the posts, evaluation of
which one is the most suitable and also it reflects the reasons of why it is effective. Sprout social
is considered as all in one social media marketing tool that assist the manager in controlling their
efforts. It possess the features like multi-level access, allowing directorial control as well as
accessing from the lower level team members to effectively coordinate and delegation of the
tasks. It has come up with capabilities such as post scheduling, detailed analytics platform as
well as social platform for the of listening so as to gain knowledge regarding use of
demographics for the choice of platform (Pentina and Tarafdar, 2014).
12