The Impact of Social Media on Marketing Strategies: A UK Retail Study

This research project investigates the impact of a strong social media presence on marketing strategies within the UK retail industry, with a specific focus on Marks & Spencer. The study aims to understand the concept of social media marketing, evaluate its significance for the retail sector, and discern the types of social media marketing strategies adopted by M&S. It also examines the importance and impact of a strong social media presence on M&S's marketing strategies, along with the challenges faced during implementation. The methodology involves a quantitative approach, utilizing a positivism research philosophy and deductive research approach, with data collected through surveys and analyzed using bar charts and tables. The research aims to contribute both theoretically and practically to understanding the significance of social media presence in retail marketing.

Research Project Chapter 1-5
To identify the impact of strong social media presence
on marketing strategies of UK retail industry
Table of Content
Chapter 1 4
INTRODUCTION 4
1.1 Chapter overview 4
1.2 Background information 4
1.3 Problem statement and rationale of the research 5
1.4 Aims, research questions, and objectives 6
1.5 Methodology 6
1.6 Scope and limitation 7
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1.7 Significance of the study for the various reader 8
1.8 Summary 8
1.9 Work structure 9
Chapter 2...............................................................................................................................10
LITERATURE REVIEW 10
The concept of social media marketing within retail industry..................................................10
The types of social media marketing strategy adopted by Marks & Spencer for promoting
offerings....................................................................................................................................12
The importance and impact of strong social media presence on marketing strategies of Marks
& Spencer..................................................................................................................................16
The challenges faced by Marks & Spencer while implementing and adopting social media
marketing strategies..................................................................................................................17
Chapter 3..............................................................................................................................21
METHODOLOGY AND METHODS 21
Research Philosophy.................................................................................................................22
Research Approach...................................................................................................................22
Research Strategy......................................................................................................................23
Choices of Methods ..................................................................................................................23
Data Collection and Analysis ...................................................................................................24
Research ethics..........................................................................................................................26
Chapter 4..............................................................................................................................30
DATA ANALYSIS AND FINDING 30
Chapter 5..............................................................................................................................33
DISCUSSION 33
REFERENCES 37
APPENDIX 40
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Chapter 1 Introduction
1.1 Chapter overview
The present study emphasises on underlining the significance on impact of strong social
media presence on marketing strategies within retail companies. Moreover, in order to critically
evaluate the importance and significance of strong social media presence Marks and Spencer a
leading organization in retail industry has been selected (Zheng, 2021). The first chapter of the
study, introduction emphasise on offering a detailed description in relation of the selected
research topic. Thereby with the help of aim, objectives and questions researcher accomplish the
first chapter in effective manner. Furthermore, in second chapter with the help of literature
review in-depth analysis of research objectives helps in identifying the importance and
significance of strong social media presence on marketing strategy of the company along with
potential strategies as well as challenges. The third chapter of research, research methodology
emphasises on evaluating the methodological approaches that has been selected by investigator
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to fulfil research objectives and question. Furthermore to explore selected research with the help
of primary and secondary data analysis will be done to draw valid research outcome.
Furthermore the fifth chapter of research emphasises on analysing and discussion of the research
aims and objectives which is further being accompanied by chapter sixth in which limitation and
recommendation for further research is being conducted.
1.2.1 Profile of Marks and Spencer (M&S)
The present research is conducted on Marks and Spencer which is major British multinational
retailer in the provinces of London, England, United Kingdom. The organization offers wide
range of products in the segment of clothing, home products, food products etc (Upadhyay, Paul
and Baber, 2022).
1.2 Background information
In today’s business world social media marketing is one of the greatest tool which help
organizations to undertake advantage of various social media platforms as well as websites to
make promotion of their services, products or brands (Zahay, 2021). With the help of taking
advantage of e-marketing and digital marketing organization can dominate the industry with the
help of having wider base of consumer.
Social media has grown significantly over the years and is constantly expanding its sphere
of influence. The retail industry has also become aware of the effectiveness of social media.
Because social media is accessible to almost everyone, products and services can be individually
brought closer to each user of the online community. For customers, the lines between online and
offline are becoming increasingly blurred. Many people using the Internet even when strolling
through the city. Thus, there is huge potential for retailers to achieve a lot with relatively little
effort by picking up customers where they are - on the Internet. Many people today gather
information online before entering a store. An informative, entertaining website is no longer a
luxury, but a standard that consumers simply expect. With a targeted social media strategy,
retailers can create customer loyalty on a new level. The present research is conducted to identify
the significance and impact of strong social media presence on marketing strategies within retail
industry, especially Marks and Spencer, UK.
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1.3 Problem statement and rationale of the research
The problem statement that has been duly identified in the present research is
identification, tthese days, retailer are confronted with the problem to emphasize on a suitable
social media strategy to be more visible and effective on social media platforms. Although,
social media is associated with two-way communication to engage with consumers until recently
less attention has been paid to the effects of customer engagement through this channel by high
street retailers. There are different types of social media platforms which allows organization to
influence consumers perception. In this the present research, researcher will explore the best
possible social media platform through which organization can cost effectively influence the
target consumer base and can conduct their operations effectively (Mukherjee, 2019). In addition
to this, the main rational of the selection of the present research topic is to evaluate the
significance and impact of social media presence on marketing strategies with in retail company.
The present research is rational as it will help in understanding the concept as well as
significance of social media for retail industry. In addition to this with the help of this research
importance of strong social media presence on marketing strategies of organization is also being
discovered. This will help organization to implement effective social media strategy for long
term growth (Zhong, Shapoval and Busser, 2021). The research is rational as it will also benefit
researcher to understand the concept of social media presence and enhance the knowledge of the
selected research topic. This will help investigator in a personal way by enhancing researcher
current level of skill and knowledge such as understanding of the concept and importance of
social media presence on marketing strategy as well as ability to conduct future research in a
more effective manner which will professionally help researcher to gain more growth.
1.4 Aims, research questions, and objectives
The study’s aim is to investigate the significance and impact of strong social media
presence for retailors focusing on marketing mix strategies of M&S.
Research Objectives
 To investigate the concept of social media marketing within retail industry
 To evaluate the significance of social media for the retail industry
 To discern each type of social media marketing strategy adopted by M&S for promoting
offerings
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 To ascertain the importance and impact of strong social media presence on marketing
strategies of M&S
 To examine the challenges faced by M&S while implementing and adopting social media
marketing strategies
Research Questions:
 What is the concept of social media marketing within the retail industry?
 What is the implication of social media within the retail industry?
 What social media marketing strategy M&S currently adopted for promoting offerings?
 What is the importance and impact of strong social media presence on marketing
strategies of M&S ?
 What are the challenges faced by M&S while implementing and adopting social media
marketing strategies?
1.5 Methodology
To fulfil present research aim and objectives investigator is under taking advantage of
quantitative data collection method in which researcher has undertaken the use of positivism
research philosophy (Salem and Salem, 2021). In addition to this, with the help of taking
advantage of deductive research approach researcher is significantly supporting positivism
research philosophy in order to conduct research in effective manner. Furthermore to accumulate
data and information with the help of quantitative method investigator will acquire information
with the help of survey in which use of questionnaire is being undertaken (Park, Im and Kim,
2020).Furthermore, use of primary and secondary data collection method is being undertaken in
present research in which in context with primary research investigator is taking use of
questionnaire to acquire first hand and draw data and further analyse them with the help of bar
charts and tables (Chen and Qasim, 2021).While on the other hand in context with secondary
data collection method investigator will accumulate data and information from books, journals
previously conducted research work etc and further analysed them with the help of literature
review. In addition to this a sample size of 50 respondents has been selected with the help of
random sampling method in which investigator will accumulate data from 50 managers of Marks
and Spencer. The main reason behind taking use of them is respondent is that they are having
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appropriate and authentic knowledge about the selected topic which further helps in enhancing
viability of the present research.
1.6 Scope and limitation
Present research is having wider scope as it is conducted on the impact of strong social
media presence on marketing strategies within retail company. This research helps organizations
in the retail sector such as Marks and Spencer and other small, medium and large scale
organization in retail industry to analyse the significance and impact of social media presence on
marketing strategies within the company (Tuten, 2020).Marketing is one of the most important
operations of any organization irrespective of its size and scope. In the retail industry marketing
plays important role as it allow organization to influence consumers needs and demands towards
organization services, brand and product (Atherton, 2019).It helps in enhancing organization
productivity and growth on simultaneous basis. Thus the research with wider scope will benefit
organization in the retail sector to understand the importance of social media presence on
marketing strategies through which they can influence consumers behaviour and can enhance
company growth. However, there are some certain limitations that can be faced by researcher in
this research these are inclusive of time management, as in order to acquire authentic information
and data researcher needs to invest more time on analysing different sources to acquire
information appropriately this can affect the timely accomplishment of research objectives.
1.7 Significance of the study for the various reader
The present study aimed at discussing the significance and impact of social media presence
on marketing strategies within retail company, Marks and Spencer. In the research concept of
social media marketing and significance of social media for retail industry is being discussed
along with different type of social media strategies that has been adopted by the selected
organization. In addition to this research is also significant as it include importance and impact of
social media presence on marketing strategies of company along with the challenges that has
been faced by organization during the process of adopting social media marketing strategies.
Therefore, the result would help in evaluating the challenges that has affected the organization to
implement social media strategy. At the same time addressing the challenges with the help of
potential problem is also being in depth evaluated in the research. In addition to this with the
help of this research other organisations in the same sector can utilise the strategies and can
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overcome the challenges effectively which will help them to enhance the effectiveness of their
decision making. This research is also beneficial as well as significant for researcher as it helps
in enhancing the understanding level of the impact of social media presence on marketing
strategies within retail industry. Thus, present research would be significant for contributing both
theoretically as well as practically determining the importance as well as significance of social
media presence on marketing strategies for organization within the retail industrial sector.
1.8 Summary
Social media marketing is an important aspect for the organization in any sector as with the
help of having strong social media presence organizations can not only effectively influence
consumers but can also attract them to organization offering (Wennberg and Anderson, 2020).
This significantly benefits companies to assure higher growth and profitability. Chapter first of
this research discusses the significance of research along with the scope and limitations of the
selected methodology with aims objectives and questions (King, 2022).
1.9 Work structure
Chapter 1: Introduction: the chapter provides an introductory overview for the selected topic,
besides the chapter is also associated with underpinning the aims, objectives, and question
Chapter 2: Literature review and theoretical framework: The chapter is based on a critical
review of existing literature based around the selected research topic
Chapter 3: Research Methodology: the section summarises and discusses on the selected
methods and procedures associated with data collection
Chapter 4: Results/Findings: The chapter focus on presenting clear and concise results from the
collected raw data
Chapter 5: Analysis and discussion: This chapter is associated with discussing the findings by
referring to the framed objectives and aims
Chapter 6: Conclusions, Limitations and Recommendations for further research: This chapter
deals with presenting concluding remarks for the study.
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Figure 1.1: Structure of the Dissertation
(Source: Self-Generated)
Chapter 2 Literature Review
2.1 Chapter overview
This part of literature review include chapter overview. Literature review is defined as an
overview of previously conducted work on a particular topic. This is basically a summary and an
evaluation of the current state of knowledge on a particular area of research. With the help of this
investigator can significantly gain familiarity with the current knowledge in the selected field
and also gain understanding of the topic in effective manner. This forms out to be a vital section
of every research project which comprises of analysis and survey of secondary form of data that
is vital and essentially needed to set a framework and base for an investigation.
2.2 Concept of social media marketing within the retail industry
As per the view point of Evans, Bratton and McKee, (2021) social media marketing is defined as
a practice of marketing in which organization undertake use of social media tools and techniques
such as Facebook, Instagram, LinkedIn etc in order to make consumers aware about their
services products and brand. It has been analysed by Fisher, 2016 that in today’s business
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environment social media marketing is a powerful way through which business organization of
all the sizes can significantly reach to prospective consumers. Social media is one of the leading
and growing marketing platforms which is allowing organization to have a remarkable success
and can create devoted brand advocates through which they can drive sales as well as leads in the
market (Reilly and Hynan, 2014). Social media is basically termed as a form of digital marketing
which allow organisations to take use of popular social media network (Nash, 2018). With the
help of this organization can significantly conduct their marketing and branding activities in
effective manner and can fulfil their advertisement objectives in a well defined and effective
manner. It is essential for organizations to gain higher competitive edge. In context with the
retail industry it has been underline that it is inclusive of different organizations those who are
taking advantage of aggressive marketing channels. In this social media proof to be a powerful
tool which helps companies to maintain and optimise their profile and allow them to post picture,
video, story and live videos to represent their brand as well as attract the potential set of
audience. With the help of taking advantage of social media marketing tools and techniques
companies can follow and engage with followers influencer and consumers and can build a
community in an effective manner. With the help of social media marketing organization in retail
industry can significantly maximise their brand awareness among the masses and can influence
larger best of audience (Alves, Fernandes and Raposo, 2016).With the help of this organization
can also attract customers in a well defined and effective manner and can enhance the overall
growth and profitability in the industry. Furthermore it has been underlined that in today’s time
social media marketing is emerging as one of the most highly influential tool, in which
companies with the help of taking advantage of social media and social media networks like
Instagram, Facebook and Twitter can market their products. With the help of this company can
significantly make strong collaboration with influencers and can generate long term connection
with buyers. It is essential for companies in retail industry to conduct social media marketing by
taking advantage of digital tools and techniques, as this is an effective way through which
companies in retail industry can conduct their marketing and advertising operation in cost
effective manner.
In addition to this the help of this company can also influence consumers from different
locations around the world irrespective of geographical location which provide them a significant
opportunity in terms of increasing their overall growth in the industry. Retail industry include
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organization on different scales such a small, medium and large. In this companies on small scale
needs to allocate budget from various sources in which failure of this can lead them to face
numerous financial challenges (Tuten and Solomon, 2017). It has been evaluated that
advertisement plays important role for organization in which they have ability to influence
attention of larger best of audience. In this lack of financial in advertisement can affect
organization in small and medium scale in adverse manner. In this social media marketing
proves to be a powerful tool that help companies on different scales to conduct their operation in
cost effective manner. This provides a significant opportunity to retain consumers for longer
period of time while promoting the company services and products in effective way. This is a
powerful tool through which companies can assure long term growth as well as can enhance their
overall competitive edge in the industry, as social media marketing have tendency through which
companies in retail industry can attract attention of customers from different locations around the
globe and can increase organization sales and profitability.
Thus according to the above mentioned analysis it has been identified that social media
marketing is mainly termed as use of social networks and social media platforms to market
organization services product and brand among the masses. It is a powerful platform through
which company can influence consumer behaviour with the help of promoting content in
attractive manner. This not only help them to drive engagement but also allow organization to
influence attention of different consumers around the world irrespective of geographical location.
2.3 Implication of social media within the retail industry
As per the view point of Hudson et. al., (2015) Social media has done recreated
revolution in nearly all industry by making improvement in the channel for communication. This
platform benefited various organizations which allows them to assure higher growth and
profitability. In this it has been underlined that the retail sector has experienced notable
advantages with the help of social media such as Twitter, Facebook, Google plus, LinkedIn etc
which provided advantages to companies in this segment to create a community which help the
retail industry to significantly promote the business. With the help of social media retailers
develop direct contact with consumers in which they get an opportunity to directly contact with
customers to overcome the queries, enquiries and complaints in easy manner. Social media also
offered significant opportunity to retailer in the industry in terms of instant messages as it
provided them an opportunity to pass information in a quick manner even in the case of crisis.
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For example Twitter is among one of the most efficient form of social media platform which
provided benefit to retailers in the industry too quickly spread the information within 140
characters. This outline that social media significantly offered an advantage to retailers in the
industry to communicate the important message in a quick and effective manner. In addition to
this implication of social media with in the retail industry also aloud employer to undertake use
of best medium to conduct promotional activities. With the help of social media platform
retailers have an advantage to promote the services and products in a quick manner. With the
help of taking use of various digital sites retailers can take use of marketing and campaigning
promotions as a systematic way to communicate properly. Furthermore social media also have
implication within the retail industry in terms of consumer loyalty, as social media platform
facilitated retailers in the industry to publish strong communication network with consumers and
resolve there queries and issues quickly. It helps in building consumer loyalty in a compelling
manner. Along with this social media also aid within the retail industry in terms of facilitating
retailers to have proper understanding of market. With the help of this retailers can have proper
understanding of the success and failure of products in market (Nash, 2018).Along with the
knowledge of competitors through which they can enhance their competitive rivalry. Social
media duly reserve its importance and implication for retail industry since individual tend to
undertake use of social media networks for seeking recommendation for the services and
products. Thus it is important for today’s retail marketplace to develop an attractive presence in
the social media. With this retailers can significantly keep track on the consumer perceptions and
can evaluate their behaviour. In addition to this social media can be duly undertaken as a way to
locate opportunities in market by searching use of write keywords. Furthermore it has been
underlined that with the help of social media retailers have an opportunity to get connected with
customers in a friendly way.
From the above analysis it has been underlined that the rise of social media provided
significant benefit to small, medium and large scale organization. Companies in the retail
industry can alter their operational strategy and can adopt social media in different ways. The
implication of social media with in retail sector brought various advantages such as easy
communication with consumers in a new way. The social media website as well as application
allowed retailers to undertake advantage of online communities to share content such as personal
message, videos, ideas, pictures and other information about themselves. With the help of this
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