A Study on the Impact of Social Media Marketing on Tesco, Malta

This report investigates the impact of social media marketing on Tesco, Malta. It begins with an introduction outlining the research topic, objectives, and rationale, emphasizing the increasing use of social media in business. The research design proposal details the methodologies employed, including both qualitative and quantitative approaches, data collection methods (primary and secondary), and sampling techniques. The report also addresses potential sources of error and ethical considerations. A literature review is included to provide context and identify research gaps. The data analysis section outlines the process of data cleansing, transformation, and modeling. The aim is to determine the impact of social media marketing on the organization's performance, customer behavior, and marketing functions, and to suggest effective strategies for Tesco, Malta.

RESEARCH
METHODOLOGIES

Table of Contents
SUBMISSION 1: RESEARCH DESIGN PROPOSAL .................................................................1
“IMPACT OF SOCIAL MEDIA MARKETING ON TESCO, MALTA”......................................2
CHAPTER 1 : INTRODUCTION...................................................................................................2
CHAPTER 2 : RESEARCH METHODOLOGIES ........................................................................3
CHAPTER 3: DATA ANALYSIS .................................................................................................6
CHAPTER 4: ETHICS ...................................................................................................................6
SUBMISSION 2: LITERATURE REVIEW...................................................................................7
CHAPTER 1 : INTRODUCTION TO LITERATURE REVIEW.................................................1
CHAPTER 2 : LITERATURE REVIEW........................................................................................1
Use of social media platforms for generating social support......................................................4
CHAPTER 3 : LITERATURE REVIEW CONCLUSION.............................................................5
REFERENCES ...............................................................................................................................6

SUBMISSION 1: RESEARCH
DESIGN PROPOSAL
1

“IMPACT OF SOCIAL MEDIA MARKETING ON TESCO, MALTA”
CHAPTER 1 : INTRODUCTION
This research project will focus on identifying on the concept of social media marketing
in a leading organisation Tesco, Malta. It is a leading multinational general and groceries
merchandise retailer with headquarters based in Welwyn garden city, Hertfordshire, UK. The
cited firm is the third largest retailer all over the world in terms of gross revenues. The researcher
selected social media marketing as the topic of this investigation due to increasing use of online
promotion and advertising by wide range of business or organisations. Many firms and
companies are utilizing different social media platforms for attracting new users who may
become potential customers. This research project will include various research tools and
methodologies along with primary and secondary data collection which would help in achieving
the aims and objectives of the investigation. Researcher has utilized proper sources of primary
and secondary data to gather most important information affiliated to the topic of research. In
order to accomplish this investigation the researcher has conducted an interview for gaining
primary data and also developed a literature review which is very necessary as it provides a wide
range of data and effective understanding of social media marketing and its impact on
organization's performance. It is clearly determined from the above investigation that social
media marketing is a very beneficial technique that can be used to attract a large audience in
minimum cost and time. A literature review will be also included in this research project to
determine the issues and gaps in the present literature that have driven this examination.
Aim - “ To examine the impact of social media marketing on performance of Tesco, Malta”
Objectives
 To identify impact of social media on marketing function of the organisation
 To examine the influence of social media marketing on business performance
 To determine the relationship between social media and marketing function
 To recommend effective strategies to utilise social media marketing
Purpose of the study
Main purpose of this research is to determine the impact of social media marketing on
organisations and their performance. The report will focus on analysing different types of social
media tools and methods which are used by business for promoting their products and services in
the global market. Furthermore, this research will also suggest effective strategies which can be
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implemented in Tesco, Malta to improve its marketing functions and business performance.
Along with the impact on organisation this study will also focus on changing purchasing
behaviours of customers due to the use of social media marketing by businesses.
Rationale for topic
Social media marketing is selected as a topic or subject for this research due to its
increasing use and demand among the organisations or businesses. Millions of people are using
social media platform for communicating with their friends and family which is enhancing
interest of organisations towards social media marketing for promoting their products and
services. Therefore, it is essential to examine the concept of this subject to understand the role of
social media marketing in businesses. Another reason to select this research topic is personal
interest of the researcher that motivated him to perform this investigation.
CHAPTER 2 : RESEARCH METHODOLOGIES
There are different research elements and tools which are necessary for collecting
effective and relevant data or information with respect to research topic or subject. There are
various kinds of research methodologies that are used in order to attain aim and objectives of
research. The methodologies utilized in research or examination are helpful in determining
research problems or issues in relation to research subject or study. The researcher has utilized
various types of methods in order to gather suitable data on the impact of social media marketing
on Tesco, Malta.
Research Philosophy – The philosophy or theory assist in setting up the most effective strategy
which can be executed or executed by a researcher to achieve aim and objectives of an
investigation. It is essential to use most appropriate instrument to obtain best outcomes or results
from a research study (Venable, Pries-Heje and Baskerville, 2017). There are two main
philosophies of which can be used by a researcher for effective examination of a topic,
Positivism and interpretivism philosophies. Positivism philosophy is a approach or concept that
assists in providing logical thinking related to the reliability of the research or investigation.
According to this philosophy the method of examination must have repeatable perceptions and
must be isolated. In addition to this it consists of realities along with differences among various
elements for determining regularities as well as interfacing each segment in the society. The
observed and clarified realities can be helpful in making significant predications and along with
the relations among the realities. On the other hand Interpretivism research philosophy states that
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abstract investigation is a single and essential method that can assist in deciding applicable as
well as genuine data related to the study. This study consist understanding of the collected
information, in which Positivism philosophy will be used to examine research topic and achieve
aims and objectives of the examination (Mansell and Huddy, 2018).
Research approach – Any research or study needs to be performed with respect to specific
research concept. There are various types of approaches which can be used in an examination
such as explorative, predictive, descriptive and explanatory (Alvesson and Sköldberg, 2017).
 Exploratory research approach – This concept or tool of research is conducted foe a issue
that has not been examined or studied more clearly, intended to develop priorities,
establish operational definitions and improve final design of the research. Exploratory
approach assist to determine most effective research design, selection of subjects and
method of collecting data.
 Predictive research approach – This analysis includes data extraction from exiting
information or sources of data developed with the aim to identify patterns and trends.
These trends and patterns are then utilised for predicting future trends and outcomes.
 Descriptive –It is used for describing characteristics of a phenomenon or population
which is being examined and studied. It can be applied in questions about when, how or
why the characteristics occurred. Rather it is effective in addressing “what” questions for
example- “ what are the attributed of the situations or population being examined?”. This
research approach can be used for averages, frequencies and other mathematical
calculations (Walliman, 2017).
 Explanatory – This is a method used in order to make people understand something or
situation by illustrating or describing.
In the present research the scholar will apply combination of two approaches Exploratory
and Explanatory to get the most effective outcomes.
Research design – There are two important methods which can be used in a research design –
Qualitative and Quantitative. Quantitative research method is much simple to identify and define,
this technique express objectives measurements and the mathematical, statistical or numerical
analysis of information or data gathered via questionnaires,survey and polls. It may also include
manipulating already existing data by utilising computational methods. On the other hand
Qualitative technique can be referred as a scientific methodologies of observation to collect no-
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numerical data. This kind of research method refers to the concepts of definitions, meaning,
symbols, metaphors, characteristics and description of things but not to their measures or counts.
In the present research both qualitative and quantitative research methods will be used to collect
& analyse data in best possible way (Humphries, 2017).
Data collection, sources and types – Collection of data or information in a research is most
important part which decides the validity and reality of a study. There are two sources of data
which can be used such as Primary and secondary. Primary source of data collection refers to
primary or raw information collected directly form the first hand sources in real time. There are
various sources or method of gathering data in this method such as observations, survey,
surveys, interviews and experimentation. Another approach for assembling information is
secondary data collection, in this method various second hand sources are used such as books,
journals, articles and previous studies related to a similar subject or topic. Researcher will utilise
both primary and secondary methods of data collection to gather most appropriate information
related to the impact of social media marketing on an organisation or company. A questionnaire
will be developed for employees working in Tesco, Malta to identify the role of social media
marketing in the company.
Sampling – This refers to the selection of a sample through which data will be collected via poll,
questionnaire, survey or interview. Researcher needs to choose a specific audience or group of
individuals that may take part in the survey or interview conducted for collecting data. In the
present research questionnaire will be developed for 30 managers working in Tesco, Malta. To
identify the impact of social media marketing on business functions and performance. Sample in
research can be a group of customers, managers, employees etc which can assist in collecting
appropriate information related to the topic or subject of a research (Ledford and Gast, 2018).
Sources of error – There is a high chances of errors while gathering data or its investigation in
research. If these mistakes are dignified at right time it is anything but challenging to keep away
from them, there are various framework in which errors can appear, for example, data collection,
deduction or interpretation. While gathering essential data through surveys or interviews there
are possible results of computing the issues or errors . In a research or examination any such
mistakes can be eliminated by a important content of the survey above its presentation of the
outcomes and interpretation of the aggregation. In the present research scholar have used the
effective investigation system for the objective of performing a detailed examination. It is most
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normal and most established research procedure used for a in-depth investigation of at least one
people which assist in discovering things that are authentic.
CHAPTER 3: DATA ANALYSIS
Data analysis refers to a procedure of cleansing, inspecting, transforming and modeling
information or data with the aim of finding important information, supporting decision-making
and informing conclusions. This process refers to breaking down of information into separate
and useful data or elements in a research study or examination. There are various phases of data
analysis as discussed below -
1. Data requirement – The information or data is important as inputs to analysis,which is
specifically based on the requirements of customers, employees or those who are
directing the analysis.
2. Data collection – It is the second phase of analysis, it includes gathering of important
information through various primary and secondary sources.
3. Data processing – Data initially collected should be organized and processed for analysis,
for example these may consist placing information into columns and rows.
CHAPTER 4: ETHICS
Ethical and Values - It is very essential to consider various ethical considerations while
conducting any research or examination. There are various codes and morals which are crucial to
be viewed as, for instance, genuineness, social obligation, non-separation and privacy.
Researcher made sure that every moral or ethical code is been considered while leading the
examination. The managers have been informed about whole procedure of research, approval
was taken before leading the survey. This assisted in obtaining the best results and outcomes
from this research paper. It is important to ensure that copying of data or information must be
prohibited within the secondary data collection.
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SUBMISSION 2:
LITERATURE REVIEW
7

CHAPTER 1 : INTRODUCTION TO LITERATURE REVIEW
The concept of literature generally raise up the images of various books that are needed
to read for English, American, or world literature classes. The information or data accumulated
within a literature review refers to all the previous scholarship and research on a specific subject
or topic. A literature review is the reasoning of the literature available literature with regards to
the research topic. This logical approach combines the outcomes of various sources or studies in
order to explain overall understanding of a chosen topic. The main aim of this literature review
was to investigate previous books, literature and articles on social media marketing. Researcher
has used various sources of secondary data for collecting information included in this literature
review. The secondary sources of data helps in gathering information from a wide range of
options available online and books. This chapter will include a brief description of social media
marketing and its impact on Tesco, Malta in a logical method or progression so that it becomes
to understand and obtain useful outcomes from this research. Researcher has used different
method to collect and examine data from suitable sources to conduct review of this literature.
CHAPTER 2 : LITERATURE REVIEW
The emergence of new communication and information technologies mainly the social
networks and internet has changed the market conditions affecting the competitive positions of
the organizations as well as enhancing consumer's purchasing power (Tuten and Solomon,
2017). Online and Internet based social media have greatly influenced consumption habits of
people by providing them new methods of searching for products & services, assessing, selecting
and purchasing goods. According to Murphy, Harris and Morris (2018) these changes or
developments affects the operations and marketing activities of companies in terms of tactics &
strategies by presenting new difficulties and challenging choices. Social media assist
organizations to interact with their consumers effectively and easily, it also assist customers to
interact among themselves on various social media platforms. Dahl, (2018) stated that increasing
significance and role of online technologies is supporting organizational activities is to develop
collaborations, communication and the transfer of information. The word social media has
tended to be interchangeably with the term Web 2.0 and can be determined by various principles
as mentioned below -

 Social Networks – Applications that supports users to develop personal websites which
can be accessed by other users for sharing information or content (Ritter, 2018).
 Blogs – Encompassing organizations or people's online journals generally combined with
video or audio podcast.
 Forums – Websites for exchanging ideas generally around special interests
According to Cluley and Greenhalf, (2018) social media is essential and effective for
interaction between customers & firms. In addition to this it also supports the facilitation of
immediate, asynchronous, interactive and low cost communications. Social networking websites
are considered as important network resource for a firm or companies that connect business
performance and strategic value. Social networks sites permit people to construct public or semi-
public profile in a bounded system for articulating a list of other users with whom they share a
connection as well to view their list of connections along with those created by others in the
system. There are various types of social networking websites such as YouTube, MySpace,
Facebook etc. which have attracted millions of users. Many individuals are assessing these sites
on daily basis. In present technology driven world social networking websites have become an
avenue where retailers can grow marketing campaigns to a large number of customers.
Ramanathan, Subramanian and Parrott, (2017) defines that social media marketing is a link
between consumers and brands; while providing an individual currency and channel for user
centered social and networking communication. The approaches and tools for interacting with
consumers have changed highly due to the development of social media. Hence, organizations
should focus on adopting innovative and effective methods to utilize social media in a way that
is consistent with their organizational strategies. It is mainly useful for firms who wants to
achieve competitive advantage. McCabe, (2017) states that for considering social media as a
marketing technique an organization should understand each and every aspect of it. Social media
cannot be determined without understanding Web 2.0 : a word that defines a new and unique
method in which end users utilize the World Wide Web a place where information is constantly
modified by every operator in collaborative and sharing way. Social media has developed by
simply offering a platform for people to stay in touch with their friends and family. Now it is a
place where customers can understand and learn more about their favorite organizations and the
goods they sell. According to Jaakonmäki, Müller and Brocke (2017) there are more than 1.5
million brand pages including the websites, and every second social media user is following a
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specific brand. Therefore, it is obvious that organizations and businesses are utilizing different
social media platforms for attracting new users who may become potential customers. The
impact of brand pages on Facebook with a huge number of users is an opportunity and big
chance for companies to gain more success and popularity. It is a big challenge for management
of companies to make the most effective use of social media platforms or websites for their
business. A company can gain competitive advantages within global market using online sites
and tools, it can help in increasing sales by attracting more and more customers all around the
world. According to Lindqvist, (2017)social media sites or platforms also assist an organization
to interact with existing and new customers and understand their perception and collect
information related to market conditions, demand or consumers. It can be helpful in gathering
feed-backs which can support the company to improve and develop their product in the best way
possible. Social media is a most effective way to promote any product or service to a wide range
of audience and global markets at low cost or time. Role of Social media marketing in a
business, (2017) stated that traditionally organizations were using simple marketing techniques
such as door to door marketing, radio advertisement, hoarding etc. These marketing strategies are
very time consuming and have limited reach in market. People were getting information related
to a new product or service by newspaper, radio or through mouth to mouth advertisement etc.
Due to limited reach and over consumption of resources organization were getting negatively
affected in terms of performance and profitability. The changing market conditions, customer's
preferences and purchasing habit organizations moved to new marketing techniques. According
to Dilhani and Perera (2017), in present world, people are highly attracted towards social media
and online user are increasing day by day. Therefore, it develops a great opportunity for
organizations to obtain higher visibility in market globally. There is another concept known as
Shopper marketing that refers to a new idea that has appeared within present business
environment, developing a new touch point for the communications between consumers and
businesses. Shopper selling is the planning and implementation of all marketing activities that
influence a shopper along, and beyond, the entire path of purchase, from the point at which the
motivation to shop first emerges through consumption, purchase, repurchase, and
recommendation (Chinje and Chinomona, 2018). The more individuals perceive shopping
services on social networking websites as easy and useful to utilize, the more likely they are
willing to shop for goods on social networks. Providing shopping services on social networks
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