Research Report: Social Media Advertising's Impact on Marks & Spencer

This research project investigates the implications of social media advertising as a promotional tool, focusing on Marks and Spencer (M&S) as a case study. The report begins with an introduction outlining the research title, aim, and objectives, which include assessing the concept of digital technological tools in retail, evaluating the implications of social media advertising, and exploring the benefits and limitations of digital marketing in M&S. A comprehensive literature review covers the terminology of digital technology and its implications in retail, the use of social media advertising, and the benefits and limitations of digital marketing. The research methodology outlines the research philosophy (exploratory), approach (inductive), data collection methods (primary through interviews and secondary through articles), data analysis (qualitative), sampling method (random), and ethical considerations. The expected outcomes are also presented. The report concludes with a discussion of the research methodology and a timeline for the project. This report provides valuable insights into the effectiveness of social media advertising strategies.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Research tittle.........................................................................................................................1
AIM AND OBJECTIVES................................................................................................................1
LITERATURE REVIEW................................................................................................................2
Terminology of digital technology and its implications in retail business activities.............2
Social media advertising as a promotional tool......................................................................3
Benefits and limitation of digital marketing and promotion..................................................6
RESEARCH METHODOLOGY.....................................................................................................6
EXPECTED OUTCOMES..............................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Digital technology has created revolution in business world with innovative technological
tools. It offers an easy way of managing business activities which help in smooth management of
all services. The tools provide digital edge to business for creating value of products and services
as well as for managing profits (Warschauer and Matuchniak, 2010). There are several digital
tools used by enterprises across the globe to make systematic management of organisational
functions like cloud computing, social media marketing, face prima, etc. Thus, research will be
focused on analysing implications of social media advertising as it is the most effective
promotional tool which is used by marketing team for online promotion.
Research tittle
“To ascertain implications of social media advertising as a promotional digital tool: a case study
on Marks and Spencer”
AIM AND OBJECTIVES
Research Aim
“To ascertain implication of social media advertising as promotional digital tool: a case study on
Marks and Spencer”
Research Objectives
 To assess the concept of digital technological tools in retail business activities of M&S
 To evaluate the implications of social media advertising as a promotional tool in M&S To explore the benefits and limitations of digital marketing and promotion in M&S
Research Questions
 What is the actual concept of digital technology and its implication in retail business
activities of M&S?
 What is the use of social media advertising as a promotional tool in M&S?
 What are the benefits and limitations of digital marketing and promotion in M&S?
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LITERATURE REVIEW
Terminology of digital technology and its implications in retail business activities
According to Westerman, Bonnet and McAfee, 2014, Digital technology is revolutionary
change of business world where technology has assisted the firm in managing smooth and
successful business operations. The use of technological tools is assisting business organisations
and entrepreneurial start-ups to boost their growth by collaborating services. Like there are
various firms who have started offering their products on online platform which has increased
number of buyers and moreover it assisted the enterprises in boosting sales and innovation in
services. Implementing technology helps in reducing manual work and aims at developing
strategy to minimize workload and managing innovation. However, Fitzgerald and et.al., 2014,
has stated about impact of digital technology on business activities of retail organisation, like it
helps management of firm in storing record of employees and consumers. Like, cloud computing
is the technological advancement which helps the enterprise in making record of all necessary
information at one place which aims at easy management. Apart from this, the bio metric system
allows the firm ensuring employees attendance which helps in analysing their efforts,
performance and consistency. In addition, implementing technology aid the enterprises in
making optimum utilisation of resources which increases cost effectiveness.
Kim and Ko, 2012, has stated about implication of technological tools in retail business
organisation where the author stated use of social media advertising and online selling. For
instance, Tesco is the leading retailer of UK, which implements use of online selling where the
management offers grocery, food products, apparels, etc. According to online purchase and
selling concept, the scholar stated that it is the strategy which assist the consumers in staying
touch with firm and its innovation. Apart from innovation and online sale and purchase, the
marketing and promotion on website and social media is the technique which helps marketing
team in connecting with consumers directly. Thus, it can be said that digital technology is also
assisting organisations in customer relationship management which is core part of successful
business activities. According to Fichman and et.al., 2014, there are various tools of digital
technology which are commonly used by organisation but are not considered as part of digital
technology like, Trello, tool which is used by business for project management. It helps the firm
in managing projects within time constraints with innovation. In addition, there is, Sniply which
is used for social media advertising and marketing. Slack, technical tools that is implemented in
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organisation for internal communication to minimize problems which arise due to mis-
communication or due to interaction gap.
Social media advertising as a promotional tool
Packer, 2011, has discussed about social media advertising which is considered as
prominent way of targeting large number of people at one time. It is considered as cost effective
because it helps the firm in creating awareness about its products and services in global market.
Social media channels like, Facebook is helpful to organisation in carrying out its business to
business operations as it offers ideal formats of connecting with consumers. Apart from
Instagram is another most trafficked social media platform which allow business in creating
awareness about its products and services with high visual content and is preferred for business
to consumer marketing.
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As per the views of Saravanakumar and SuganthaLakshmi, 2012, social media
advertisement is convenient way of targeting potential buyers. In this marketing the firm is easily
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Illustration 1: Key Demographics of Facebook
(Source: York, 2017)

able to connect directly with consumers which helps in sharing schemes and discounts online.
Offering online schemes to global buyers is the strategy which helps the organisation in boosting
sales and profits by maintain cost effectiveness. Apart from this, it helps the marketing team in
saving audience by targeting only specific buyers. Like in this the enterprise first targets global
population and determines potential buyers. With the help of this strategy the marketing team
segments market and aims at targeting potential buyers for specific products. It is the plan of
action which helps in seeking attention of specific people and helps the firm in determining
positive response of advertising on social media.
In addition, the author discussed about steps which the marketing team needs to
implement at the time of social media advertising which comprise awareness, consideration and
transaction. The awareness is focused on making people know about the specific products of
company. With the help of awareness the firm is able to determine about interested buyers of
enterprise. Further, consideration is about individual behaviours towards company’s products
and its advertisements. Third, step is transaction which is sales driven part where the
organisation enable last push to advertisements targets, to grab attention of targeted and potential
consumers.
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Illustration 2: Steps for social Media advertising
(Source: York, 2017)

Benefits and limitation of digital marketing and promotion
According to Pittman and Reich, 2016, Digital marketing is the most promising way of
promotion as it helps the one in connecting with consumers with click. Marketing via online
channels helps in reaching maximum population which is the approach that aid in company in
developing consumer base. There are various sources of Internet marketing and promotion like
Pay per Click Advertising, where the firm asks designer to advertisement for their product which
contains limited by specific information about product of firm. Further, the advertisement is
launched at most trafficked websites and if the customers finds advertisement relatable or
attractive than the person is free to check on more details. In this when consumers click to
popped advertisement then person has to pays certain amount for visiting complete advertising
details. Similarly, Lushey and Munro, 2015, has stated about online marketing via social media
channels which is the most conspicuous way to reaching to consumers in modern era. Almost all
the people across the globe access one or the social media platform and therefore according to
scholar it is the most effective way of promoting business goods and services.
Digital marketing via social media assist the firm in increasing satisfaction of buyers,
reducing selling cycle and cost of sales. In contrary Pros and cons of using social media for
business, 2015, has argued that social media marketing lack details information about products
and service of company. In addition, the author stated that online marketing by stating that not
every person have access of social media channels and therefore this marketing technique limits
organisation marketing and promotion. As per the views of York 2017, online marketing is
effective technique of promotion because it provides targetted result which aid in
predetermination of positive and negative consumer response. Moreover, internet marketing is
most preferable technique because it denotes measurable and cost effective returns and
responses. However, the scholar also discussed about cyber-crimes which are increasing and
leading to scams due tow which consumers are losing their interest on online purchases,
advertisement and pop ups.
RESEARCH METHODOLOGY
Research methodology is the most critical part of research process as it helps the
investigator in choosing appropriate way of conducting research proses. Prior analysis of
research tools helps the scholar in developing clear understanding over research aims and
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objections. Further, it assists in determining the best method to complete research within time
constraints.
Research Philosophy
Philosophy is based on developing understanding on research tittle that is to asses use of
social media advertising promotional tool, Marks and Spencer. There are various types of
research philosophy that is exploratory, explanatory, descriptive etc. Every tools offer different
way of understanding as per tittle. Therefore, in this study, the scholar will apply exploratory
philosophy as it allow the individual in deriving and exploring different ways and idea of
findings and drawing conclusion.
Research approach
Approach in research is based in systemic study which helps in establishing smooth flow
of data collection and analysis. There are research approach that is inductive and deductive
where in deductive approach the individual applies use of models and theories to derive findings
and results (Geerts, 2011). Apparently, with the help of inductive approach the scholar draw
logical representation of findings and analysis. Thus, in this study, the individual will implement
the use of inductive approach to derive findings on social media advertising and digital
marketing.
Data collection
Data collection is the critical part of study because in his process the individual aims at
collecting information from different sources. There are two different sources data collection that
is primary and secondary wherein primary the researcher collects information though surveys,
interviews, questionnaires, interview, focus group etc. However, sin secondary data collection
process the researcher gathers data through, governmental publications, articles, reviews etc.
(Fiegen, 2010) Thus in this study, the individual will collect information from both sources
where for primary the researcher will conduct interviews on the basis of questionnaire and
secondary sources will be articles and reviews by different authors on digital technology and
marketing and social media advertising.
Data Analysis
In data analysis the researcher aims at findings solution and conclusion form collected
data. Data analytic thinking can be done with the help of two methods that is quantitative and
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qualitative where in quantitative the person aims at analysing information with the help of
numerical terms by implementing mathematics. However, the qualitative analysis is done on the
basis of assumption which is made by observing views of respondents. Thus, in this stud, the
scholar will implement the use of qualitative analysis which will be done on the basis of
observation of primary collected data.
Sampling
Sampling is a complex process as in this the investigator need to select small group of
sources form collecting information from large group (Zumitzavan and Michi, 2015). There are
various types of sampling method that is cluster, random, stratified etc. Thus, in this research the
scholar will implement the use of random sampling method where the sample will be 20
employees of Marks and Spencer.
Ethical considerations
Ethical consideration is basic of research process where the person need to keep some
facts in mind like, seeking permission form authorities before conducting interview with
employees. Further, the researcher will ensure that every employee will be informed before
interview. Also, the individual will ensure confidentiality of data.
Time plan
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Drafting proposal of study
Deriving aim and objectives
Drafting study for investigation
Research methodologies
Primary data collection
Research on gathered data
Interpretation of collected information
to derive findings
Conclusion and recommendations
Submission of research draft
Modifications as per the feedback
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comments
Final Submission
EXPECTED OUTCOMES
As per the analysis of research aim, the focus is findings which will be based on social
media advertising, digital marketing which is the most prominent tool revolutionary business
world. It has assumed that it will help in deriving specific results which can helps in further
studies related to digital technology. The assumption after observing employees views on digital
technology will help in developing knowledge on techniques used Marks and Spencer.
Moreover, the research will help in developing knowledge on various uses of technological tools.
Apart from this, the expected the result from study are focused on analysing positive outcomes of
implying technology in an organisation to increase consumer base and to boost sale in order to
maintain cost effectiveness of business operations
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REFERENCES
Books and Journals
Fichman, R.G. and et.al., 2014. Digital innovation as a fundamental and powerful concept in the
information Systems curriculum. MIS quarterly. 38(2).
Fiegen, M. A., 2010. Systematic review of research methods: the case of business instruction.
Reference Services Review. 38(3). pp.385–397.
Fitzgerald, M. and et.al., 2014. Embracing digital technology: A new strategic imperative. MIT
sloan management review. 55(2). p.1.
Geerts, G. L., 2011. A design science research methodology and its application to accounting
information systems research. International Journal of Accounting Information Systems.
12(2). pp.142-151.
Kim, A.J. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business Research. 65(10). pp.1480-
1486.
Lushey, C. J. and Munro, E. R., 2015. Participatory peer research methodology: An effective
method for obtaining young people’s perspectives on transitions from care to adulthood?.
Qualitative Social Work. 14(4). pp.522-537.
Packer, R., 2011. Social media marketing. The Art of Conversational Sales. WSI.
Pittman, M. and Reich, B., 2016. Social media and loneliness: Why an Instagram picture may be
worth more than a thousand Twitter words. Computers in Human Behavior. 62. pp.155-
167.
Saravanakumar, M. and SuganthaLakshmi, T., 2012. Social media marketing. Life Science
Journal. 9(4). pp.4444-4451.
Warschauer, M. and Matuchniak, T., 2010. New technology and digital worlds: Analyzing
evidence of equity in access, use, and outcomes. Review of research in education. 34(1).
pp.179-225.
Westerman, G., Bonnet, D. and McAfee, A., 2014. Leading digital: Turning technology into
business transformation. Harvard Business Press.
Zumitzavan, V. and Michie, J., 2015. Research Methodology. In Personal Knowledge
Management, Leadership Styles, and Organisational Performance (pp. 27-34). Springer
Singapore.
Online
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