Social Media Marketing and Brand Loyalty: A Business Management Report

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BUSINESS MANAGEMENT PROCESS
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Contents
INTRODUCTION...........................................................................................................................................3
TASK 1: QUANTITATIVE APPROACH.............................................................................................................3
INTRODUCTION.......................................................................................................................................3
METHODOLOGY.......................................................................................................................................5
FINDINGS AND RECOMMENDATIONS......................................................................................................6
TASK 2: QUALITATIVE APPROACH................................................................................................................8
INTRODUCTION.......................................................................................................................................8
METHODOLOGY.......................................................................................................................................9
FINDINGS AND RECOMMENDATIONS....................................................................................................10
TASK 3: LITERATURE REVIEW.....................................................................................................................12
REFERENCES..............................................................................................................................................13
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INTRODUCTION
Business management research plays an important role in gaining in-depth knowledge about
the past, present, and future of a particular topic. The research report aims to find, gauge and
seize the available business opportunities. For conducting this research, several research
journals were viewed and analyzed to identify their importance in the business area of
marketing. This research paper is based on quantitative and two qualitative journals which are
explored and reviewed to find out the contribution and purpose in the marketing field. This
business report gives me the opportunity to gain academic knowledge in conducting the
research study in a particular field (Bell et al., 2018). The selected journal is related to the field
of marketing. The research report includes aims, objectives, methodology and literature review
of the use of SMM.
TASK 1: QUANTITATIVE APPROACH
INTRODUCTION
I: “Identifying and analyzing the impact of social media marketing on building brand loyalty”
AIMS
To examine the impact of SMM on building brand loyalty, value consciousness, and building
brand consciousness.
OBJECTIVES
The intentions of the research journal are as follows:
 To identify the role of social media marketing on building brand loyalty and to enhance
customer trust and satisfaction.
 To identify the efforts of the luxury brand to influence brand equity and consumer
behavior.
HYPOTHESIS
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 What is the relationship between user loyalty, brand, and social media?
 What are the factors involved in building a user’s behavioral loyalty and attitudinal
loyalty with the help of SMM?
II: “Analyzing the role of social media marketing in creating and developing brand awareness”
AIMS
The goal of this research paper is to assess the role of social media on creating awareness of
brand through building the image and identity of the company with the use of social media. To
achieve the aim of the research, two social media app have been considered one is Facebook
and the second one is Twitter.
OBJECTIVES
The objectives set for the research project are as follows:
 To identify the personal and behavioral characteristics of the consumer towards the ads
on the social media platform.
 To identify the impact of Web 2.0 features to improve their online marketing networks.
HYPOTHESIS
 How the company uses the social media platform for promoting and advertising the
products and what theme used by the company such as e-WOM and e-CRM for building
a relationship with potential customers?
BACKGROUND
Ismail (2017) defined the term brand loyalty as a preference of one brand over another brand
at the time of purchase. It can be done through word-of-mouth reference, advertising or with
the use of social media. The company use of social media is not an option but it's a requirement
to connect with the potential customers. The company uses several social media apps such as
Facebook, Instagram, Twitter, and others to increase their followers. It is the easiest way to
create loyal brand advocates who purchase the product regularly and also recommend their
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friends and colleagues for the brand. A loyal customer can act as a brand ambassador of the
company (Nisar and Whitehead, 2016).
METHODOLOGY
The methodology used in the first journal is as follows:
PHILOSOPHY: The research philosophy used in finding the role of SMM in building brand loyalty
is positivism. In positivism, the research questions and hypothesis is used to collect the collect.
APPROACH: Deductive approach is applied to find the questions of the research.
STRATEGY: the strategy used to collect the data is a survey. With the help of this strategy
reliable and relevant data is collected to answer the set of the questions.
DESIGN: Mono-method is used to gather quantitative research data. The quantitative data is
only used to collect relevant data (Humphrey and Economou, 2015).
DATA COLLECTION: The research data is collected through a survey and the sample group is
taken as the regular user who uses social media for collecting the information about the brand
i.e. their offers, discounts, season sale, etc. The collected data is then recorded properly based
on user name, usage rate, brand loyalty, source of information and others.
DATA ANALYSIS TECHNIQUES
For data analysis, the regression analysis is used to find the association between the use of
social media and brand loyalty. The collected data is converted into semantic data and in the
same form.
The methodology used in the second research journal is as follows:
PHILOSOPHY: The research philosophy used in the second research journal is positivism. The
reason for choosing the positivism is that the research data is observational and quantifiable.
APPROACH: The research approach used in the journal is a deductive approach. The deductive
approach helps in collecting data as the respondent gives the answers in yes or no.
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STRATEGY: the Case study is used as the research strategy for collecting quantitative data. The
total number of case study examine to conduct the research is 15 research journals where the
researcher uses real-life case studies to gain in-depth knowledge of the topic.
DESIGN: Mono-method is used to collect one type of data in this research i.e. quantitative data.
DATA COLLECTION: The data is collected through a different online platform that provides the
data of the audience and statistics of the websites.
DATA ANALYSIS TECHNIQUES
Simple linear regression analysis is used to analyze the collected data. The simple linear
regression helps in predictive analysis. It helps in defining the connection between SMM and
their role in awareness of brand (Mitzenmacher and Upfal, 2017).
FINDINGS AND RECOMMENDATIONS
I. Findings
The main goal of this research journal is to identify the impact of SMM on building
brand loyalty from the customer point of view. From the research journal it is found
that social media is an emerging platform for building a association with the
customers. The company can build a affirmative image in the minds of the
customers.
Recommendations
The companies can use social media campaign as it is the most significant driver of
building brand loyalty. The companies must consider the benefits, advantages, and
values which they can offer to their customers and then use the media to inform and
to turn the customers into loyal customers.
II. Findings
The research journal provides evidence related to social media marketing and brand
awareness. It is found that the application of Facebook plays a significant role in
strengthening brand awareness of many companies. Therefore the result can be
obtained from this study that building and improving brand awareness will help in
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increasing sales in the near future. Companies can use the Facebook pages that help
in building an online presence, high reach of the brand, increasing traffic and
followers.
Recommendations
From the result, it can be concluded that the marketing activities of Facebook are
directly related to building brand awareness. Business can use Facebook for daily
communication with its potential customers for maintaining and building a long-
term relationship with its potential customers.
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TASK 2: QUALITATIVE APPROACH
INTRODUCTION
Two journals are selected to collect information about the significant role played by social
media in marketing the company’s product or services. The data is collected in terms of
qualitative research and these two journals are as follows:
“I: Branding strategies used by the companies in social media marketing”
AIMS
The aim of this research journal is to examine the branding strategies adopted by companies to
promote their product or service with the help of the social media platform.
OBJECTIVES
The purposes of the research journal are as follows:
 To identify the brand differentiation strategies used by the companies to develop loyalty
and brand awareness.
 To identify the use of a social media platform for branding.
 To analyze the brand loyalty when the brand regularly updates its information and
offers on social media.
HYPOTHESIS
What is the relationship between brand image and reputation with the relevant contents on
the social media platform?
II: “The relation of the brand consciousness with the information available on social media.”
AIMS
The aim of this research study is to reveal the importance of brand consciousness when
relevant information is available on social media.
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OBJECTIVES
The purposes of the research study are as follows:
 To analyze the positive relation between brand consciousness and brand loyalty.
 To identify the impact of brand consciousness when the brand seems on the different
social media platform.
HYPOTHESIS
What is the impact of brand consciousness on the brand loyalty of the customers using social
media?
BACKGROUND
SMM activities directly or indirectly add to creating awareness of brand, recall, and recognition
of the product or services. In other words, it can be said that social media platform is the
practice of advertising the product through online media which is used by the whole society.
Social media marketing is the best tool to promote the brand because it is a two-way process
where the customer equally contribute to promoting the brand (Ashley and Tuten, 2015).
METHODOLOGY
I: Research methodology
The research methodology used in the first journal is as follows:
PHILOSOPHY: The research philosophy used in the research study is positivism.
APPROACH: The research approach applied in the qualitative study is a deductive approach.
STRATEGY: The research strategy used in the journal is a case study.
DESIGN: The qualitative research approach is applied to analyze the data.
DATA COLLECTION: The data collection method employed in the study is qualitative research
(Darekar et al., 2016).
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DATA ANALYSIS TECHNIQUES: The technique used in analyzing the data is thematic analysis
where the collected data is divided into similar themes.
II: Research methodology
The research methodology used in the second research is as follows:
PHILOSOPHY: The philosophy of the research used is interpretivism. It is used to understand
people's participation in cultural and social life.
APPROACH: The inductive approach is employed to collect and analyze the data from the start.
STRATEGY: The ethnography research strategy is applied to analyze the real-life environment of
the participants.
DESIGN: Qualitative research is applied to collect information.
DATA COLLECTION: Data is collected from Google scholar in terms of brand, brand
consciousness, and impact of social media on marketing.
DATA ANALYSIS TECHNIQUES: Content analysis is used to analyze the data (Marefati and
Boskabady, 2018).
FINDINGS AND RECOMMENDATIONS
I: Findings
SMM activities are the most important tool in promoting the brand. The marketing strategy is
formulated according to the reach and effectiveness of social media. These strategies are
continuously reviewed to check the effectiveness and modify it accordingly.
Recommendations
According to this study, it can be recommended that company should focus on the negative
outcomes of the social media on building the brand and should make the strategies such as
social media campaign, etc. to made effective branding strategies.
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II: Findings
The brand that regularly updates the information gains more popularity and respect from the
customers because they not only contribute to generating revenue but also they add in the
brand value. The results of the research journal show that there is a optimistic relationship
between brand consciousness and the information available on social media.
Recommendations
The consumers can also use social media to share their good and bad experience with other
customers. Therefore the company should be cautious at the time of sharing the information.
The research journal is used to identify the consequences and to use more relevant and
significant techniques to control the social media platform.
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TASK 3: LITERATURE REVIEW
A critical review of the two quantitative journals used to find the detailed knowledge of the
impact of social media marketing on the businesses.
The first journal is related to quantitative research which represents the impact on SMM on
building brand loyalty. Due to the increasing use of social media in promoting the product it
becomes essential for the researcher to identify the user behavior towards social media and
their loyalty towards the brand. Additionally, the customer's level of trust towards the
information is also evaluated (Hudson et al., 2015). The evolution of various technologies also
facilitates to hold customers and to achieve a competitive advantage. Brand loyalty is also
developed through customer reviews that will improve and add to customer loyalty. The
research study clearly defined the importance of SMM on building brand loyalty. Additionally,
the social media platform helps in reducing the prejudice and misunderstanding between
different brands. Both negative and positive comments on the brand affect the brand image
and reputation. In social media marketing, the best tool used to enhance awareness of the
brand is positive word-of-mouth (Ramanathan et al., 2017).
The second journal is based on creating and developing brand awareness with the help of SMM.
Brand awareness can be defined as the ability of the consumer to recall and recognize the
brand presence. Social media platform allows the company to use various types of platforms
such as websites, weblogs, photos, video sharing, etc. Through these platforms, it becomes
easy for the companies to increase their social network. Social media platform gives a wide
platform to the companies to share the information with their users (Barreda et al., 2015).
Majority of the target customers of the companies uses social media to gain the information
and sometimes they act as a brand ambassador for the company to promote the product or
service. Through the brand awareness, the company is able to generate more revenue,
increased traffic and followers and high reach (Broekemier et al., 2015).
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