The Influence of Social Media Marketing on Sales: A Tesco Case Study

This research project investigates the impact of social media marketing on the sales of Tesco, a major retail business. The report begins with an overview of marketing and the evolution of promotional strategies, highlighting the significance of social media in reaching potential consumers. It explores the factors contributing to the process, including the widespread use of platforms like Facebook and Twitter, and reviews key references on social media marketing. The study aims to assess the importance of social media marketing for retail businesses, its relationship with Tesco's sales, and provide recommendations for enhancing its effectiveness. The methodology employed is a descriptive research design, utilizing both primary data collected through interviews and secondary data from books, journals, and online articles. The report includes a Gantt chart outlining the project timeline and concludes with an analysis of the research, results, and recommendations for Tesco's social media marketing strategies. The report also matches resources with the research questions and explores the meaning and importance of social media marketing, and the influence on retail businesses to enhance sales and profitability.

Research Project

Table of Contents
TASK 1............................................................................................................................................1
Title.........................................................................................................................................1
1.1 Formulate and record possible research project outline...................................................1
1.2 Factors that contribute to the process/Rationale...............................................................1
1.3 Critical review of key references......................................................................................2
1.4 Aims and objectives.........................................................................................................2
1.5 Design/Methodology........................................................................................................3
Gantt Chart.............................................................................................................................3
Conclusion..............................................................................................................................4
TASK 2............................................................................................................................................4
2.1 Matching the resources in accordance with the research question...................................4
2.2 Undertaking research investigation..................................................................................6
2.3 Recording and collect the data.........................................................................................7
TASK 3............................................................................................................................................8
3.1 Research evaluation techniques........................................................................................8
3.2 Interpretable and analysing the result...............................................................................8
3.3 Conclusion and recommendation.....................................................................................9
REFERENCES..............................................................................................................................11

TASK 1
Title
The study is carried out on the topic of “To analyse the impact of social media marketing on the
sales of retail business: a case reference of Tesco.
1.1 Formulate and record possible research project outline
Marketing can be stated as the practice of delivering the information about the products
or services to the potential consumers. Because of development in the information and
communication technology, it involves different developments that are being occurred in the way
of promoting the product of firm to the clients (Tuten and Solomon, 2014). Thus, social media
marketing is the best way through which information can be conveyed to other individuals and
thus sales can be enhanced. In regard to this, it has been identified that previous employed
manager of firm relies upon different traditional method of marketing such as newspaper,
magazines, television and hoarding etc. in regard to provide information about the produced
goods to consumers.
All these means are crucial and thus they provide assistance to the firm in regard to
attract large number of potential buyers towards the business. But in current time, the manager of
Tesco uses effective promotional strategy such as social media marketing that helps firm to
attract large number of potential consumers so that set targets can be attained. Also, in regard to
the given context, it assesses that social media marketing assists in spreading the information
about the product among international buyers (Miller, 2013).
It is also essential for firm to address the problem or carry out in-depth analysis upon the
issues that is faced by retail firm Tesco. It is a British Multinational grocery and general
merchandise retailer headquartered in England UK. It is a third largest retailer in the world which
is measured in terms of profits. In the present study, it makes use of different research tools and
techniques in relation to assess the research problem (Evans, 2012).
1.2 Factors that contribute to the process/Rationale
On the basis of above analysis, it can be assessed that social media websites such as
Facebook, Twitter has been used by million of customers globally. It can be assessed that
Facebook is used by over 1.65 million users while Twitter is handled by around 305 million
users globally. Thus, all the businesses uses social media marketing in order to reach potential
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consumers. Also, it has been evaluated that social media marketing directly impacts upon the
sales of firm. It is because such tool assists in providing thorough information about the offers
available in order to influence buyers towards firm. Hence, by complying with the given type of
activity only retail businesses can influence its buyers to make effective purchase decision and
obtain the best products or services. It helps firm to attain high sales and profitability (De Vries,
Gensler and Leeflang, 2012).
1.3 Critical review of key references
According to the view point of Laroche, Habibi and Richard (2013), Social media
marketing is being regarded as of the form of internet marketing that utilizes social networking
websites as a marketing tool. The main aim of social media marketing is to produce content that
can be shared between different users with their social network (Laroche, Habibi and Richard,
2013). However, on contrary to this Ashley and Tuten (2015), have depicted that various social
media marketing tools and techniques helps to gain the attention of websites traffic at one place.
In this context , it can be said that there are different kinds of social media website tools that are
assessed which helps in attracting the large number of buyers towards the firm in an effective
manner (Ashley and Tuten, 2015).
Apart from this, as per Hays, Page and Buhalis (2013), stated that with the assistance of
social media marketing it helps firm to spread information about the product or services in
market. It also assists in enhancing the sales and profitability of firm so that sales and
profitability of firm can be enhanced. Above all, it enables firm to establish closer relationship
among buyers so that success and growth can be attained (Hays, Page and Buhalis, 2013).
Additionally, through this way firm can develop loyal customer base by providing them various
benefits so that success can be attained in an effective way.
1.4 Aims and objectives
Main aim of the study is related to assessing the impact of social media marketing on the
sales of retail firm- a case reference on Tesco.
Following are the objectives-
 To assess the significance of social media marketing for retail business and how business
uses it in regard to reach to potential buyers.
 To develop the relationship or interconnection between social media marketing and sales
of Tesco.
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 To recommend different ways for enhancing the effectiveness of social media marketing
that is being used by Tesco.
1.5 Design/Methodology
Here, scholar are required to undertake effective selection of research tools and
techniques for carrying out the study in an appropriate manner. It is because, selection of
inappropriate research technique will lead to obstruct the result of current study. In the present
study, descriptive research design will be applied (Stephen and Galak, 2012). It is because with
the help of present tool, researcher can carry out detailed analysis upon the topic. Thus, for that
purpose it helps firm to collect the data from different sources such as primary and secondary.
Herein, interview is conducted in order to collect the primary data. Similarly, secondary data
helps in collecting the information with the help of books, journals and online articles.
Gantt Chart
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12
Designing research proposal
Reviewing past researches
Developing objectives
Drafting literature review section
Collecting secondary data
Evaluating secondary data
Developing research approach
Drafting research design
Outlining questionnaire
Arranging surveys
Conducting surveys
Collecting information
To develop Draft
Data evaluation
Finalizing study
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To prepare the findings chapter
Submission and feedback
To review the final draft
Printing and binding
Submitting to tutor
Conclusion
In this study, it has been carried out in order to assess the impact of social media
marketing on the sales of Tesco. Thus, through carrying out the study it assesses the mentioend
topic by adopting effective research tools and techniques.
TASK 2
2.1 Matching the resources in accordance with the research question
Meaning of social media marketing
According to the view point of Laroche, Habibi and Richard (2013), Social media
marketing is being regarded as of the form of internet marketing that utilizes social networking
websites as a marketing tool. The main aim of social media marketing is to produce content that
can be shared between different users with their social network (Laroche, Habibi and Richard,
2013). However, on contrary to this Ashley and Tuten (2015), have depicted that various social
media marketing tools and techniques helps to gain the attention of websites traffic at one place.
In this context , it can be said that there are different kinds of social media website tools that are
assessed which helps in attracting the large number of buyers towards the firm in an effective
manner (Ashley and Tuten, 2015). The social media tools consist of Facebook, LinkedIn, You
Tube and Twitter etc. These all websites have brand image in market and thus by making use of
them manager of firm can attract such traffic of customers towards the corporation who tend to
make use of given type of websites. On the contrary as per Khang, Ki and Ye (2012), apart from
defining several benefits of social media marketing to the business it also poses several serious
threats to the business if used inappropriately and misuse of these tools.
Importance of social media marketing
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The importance of social media marketing lies within the firm and not extends to the
outside of the business. As per the view of Gensler and et al., (2013), social media marketing
assesses the opportunity to the retail business in regard to develop close relation among each
other. It can be assessed that different social media websites helps manager of retail firm to
obtain detailed information about the issues that is being faced by the customers. In regard to
this, business assesses negative as well as positive reviews of the buyers regarding the services
that tends to deliver to them (Gensler and et al., 2013). Thus, it is essential for firm to perform
different types of changes as it affects the firm in negative manner. Hence, because of this
overall benefits of firm gets affected in terms of profits and sales.
Apart from this, as per Hays, Page and Buhalis (2013), stated that with the assistance of
social media marketing it helps firm to spread information about the product or services in
market. It also assists in enhancing the sales and profitability of firm so that sales and
profitability of firm can be enhanced. Above all, it enables firm to establish closer relationship
among buyers so that success and growth can be attained (Hays, Page and Buhalis, 2013).
Additionally, through this way firm can develop loyal customer base by providing them various
benefits so that success can be attained in an effective way. Retail businesses can attain overall
benefit in the form of enhanced profits and sales so that success can be attained. On contrary to
this Smith (2015), social media marketing enables firm to explore new customers as well as
market for firm. They also need to depict that it is the best promotional tool which assists in
developing the popularity of firm in market so that growth and success can be attained. Social
media marketing is the best tool through which individual can obtain reviews and feedback so
that required improvement within products can be made in an effective way. Thus, fulfilling the
demand of consumers firm can enhance the sales and profitability of firm in market.
Also, it can be assessed that with the help of social media marketing, business faces
major threat of receiving negative comment that affects the sales of firm in future. Also, brand
image of company gets affects and thus it is essential for business to assess the needs of
consumers and provide them particular product so that sales can be enhanced. As per the view of
Mackey and Gass (2015), social media marketing have direct impact upon the sales of business,
it is because with the help of stated tool it provides information about the product directly to the
targeted customers. Thus, through complying with the stated type of activity business can easily
attain the target of enhancing the sales and profitability of firm in market. Social media is the
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best tool which is used by firm in order to make timely upgradation so that consumers can be
satisfied. Above all, sales and profitability of the firm also enhances which results into attaining
desired success. It provides retail corporation chance of gaining competitive edge in market.
2.2 Undertaking research investigation
In the present study, information regarding different tools and techniques that has been
given in order to carry out specific topic appropriately. Following is the detailed explanation
regarding the assesses tools such as-
 Research approach- It undertakes the process that is undertaken by the scholar which
uses the study in relation to carry out the study in specific manner. Such method is used
in regard to direct the researcher towards the right direction. It involves deductive and
inductive method that is being regarded as two main types of research approach
(Baskerville and Wood-Harper, 2016). While, in the current study, inductive research
approach will be applied. It is due to the fact that, research lacks in any type of
hypothesis. It is because of the fact that the present of given aspect, the respective
approach has been implemented for the same.
 Research design- It is the tool that has been used for the purpose to carry out the study
upon particular topic. It helps scholar in order to attain the formulated aims and
objectives of the study. Research design is of three types in the present study that is
related with the topic of assessing the impact of social media marketing upon the sales of
Tesco (Bryman and Bell, 2015). Here, descriptive research design will be implemented
that helps researcher to carry out detailed analysis upon the topic in which firm is
carrying out the study. Hence, with the help of this framed objectives of the research will
be met.
 Research philosophy- It assesses that the particular data about the specific phenomenon
that will be gathered by the scholars. Here, it involves positivism and interpretivism
which is being involved within research philosophies. However, in the selected topic,
interpretivism philosophy will be applied. It helps firm to develop the results of the study
which will be interpreted in an effective way (Gioia, Corley and Hamilton, 2013).
 Data collection- It is the form that helps in collecting the information for the current
study. For this purpose effective data is collected in order to analyse the topic based upon
the impact of social media marketing on the sales of Tesco. Both the primary and
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secondary form of data collection technique that has been used. Herein, primary data will
be collected through conducting face to face interview with the managers who are
working within Tesco (Åkerlind, 2012). Similarly, secondary data will be collected with
the help of different approaches such as online articles, books and journals etc.
 Sample and sampling- Sample can be stated as the subset of the whole population and
thus it depicts about the characteristics of the population. In the present research, sample
of 4 Tesco managers will be obtained. In regard to collect them sample of simple random
sampling approach will be taken into consideration.
 Data analysis- It can be assessed that through collecting the data for the study, next and
most crucial question that came into the mind of scholar in regard to assess the manner of
assessing the collected data for the study. Hence, in order to assess the data for the
present study, thematic analysis has been undertaken in which different themes are
formulated in order to accomplish the objectives of the study (Marketing. 2016).
 Ethical consideration- Here, the researcher aims to carry out the research by
accomplishing thorough information regarding the aim and objective of the research as
per the selected sample. It is through this way only researcher has maintained the
transparency with its selected sample.
 Research limitation- It assesses limited availability of time as well as money in order to
consider the two main limitation of the research. It may also hamper the overall result of
the research (The Top 20 Valuable Facebook Statistics – Updated April 2016. 2016).
2.3 Recording and collect the data
Following are the different questions which has been asked by the scholars from the
managers-
Interview question for the Tesco managers
Name: ......................................................................................
Department: ............................................................................
1. Name the different social media marketing websites employed within firm?
2. Do you think social media promotion helps in attracting the traffic towards the firm?
3. Do you believe that any type of negative comment from the buyers has impacted the sales
of firm?
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4. Did social media marketing is the best campaign which helps in improving the sales and
profitability of company?
TASK 3
3.1 Research evaluation techniques
It is the form that helps in collecting the information for the current study. For this
purpose effective data is collected in order to analyse the topic based upon the impact of social
media marketing on the sales of Tesco. Both the primary and secondary form of data collection
technique that has been used. Herein, primary data will be collected through conducting face to
face interview with the managers who are working within Tesco (Åkerlind, 2012). Similarly,
secondary data will be collected with the help of different approaches such as online articles,
books and journals etc.
3.2 Interpretable and analysing the result
It assesses that the result of the study can be interpreted and analysed as well. In regard to
do the same different number of themes has been prepared. In assistance to this, formulated aims
and objectives of the study are met such as-
Theme 1- Facebook, Twitter and You Tube are the main social media websites that is being
employed by Tesco
According to this theme, it can be assessed that scholar aims to assess the answer
regarding the importance of social media website that is being used by the firm. In this context,
majority of business have stated that firm majorly uses Facebook marketing method in order to
promote their products or services. It is because of its popularity among the customers of
different countries it helps them to get attracted towards the available products or services. It also
assists in improving the reach of firm among potential number of customers.
Theme 2- Tesco adopts social media tool to attract large number of customers towards the firm
According to this, theme, it can be assessed that scholar is required to identify the
effectiveness of the social media websites that is being employed by the firm. It helps firm to
provide effectiveness in order to influence consumers towards the business and thus enhance
their sales and profitability. It assesses that majority of the respondents obtains different tools
such as Facebook, Twitter and You Tube in order to attract buyers towards firm. Also, it can be
examined that customers are required to get attracted towards the business exactly at the time
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when they view the advertisements upon Facebook page which is being followed by various
individuals. It is the best way through which positive results can be generated. Thus, it impacts
upon the sales of firm in market.
Theme 3- Negative comment by buyer affects the sales of firm
Here, manager of Tesco assesses that it is essential for them to identify the responses of
consumers and help them to provide effective products or services. It is essential for manager to
assess the view and opinion of customers so that products can satisfy the needs of consumers.
Business reviews the opinions of customers posted upon social media websites so that it impact
upon the sales of firm. They have responded in such a way that they believe that such type of
comment is being given by the customers who have already used the products or services
provided by Tesco. Thus, it affects the firm in negative way and also affect the brand image of
firm in market. As a result of it they need to make efforts in terms of using services of firm in an
efficient way.
Theme 4- Social media websites helps in product or service development process
Manager of Tesco assesses that there are different social media marketing tools that is
being used by firm in order to promote the products that helps in developing the products or
services. It is because with the help of given means business can collect the reviews and opinions
of customers. Thus, they can make efforts in terms of performing the changes in the product or
service so that customer experience can be enhanced up to a significant manner.
3.3 Conclusion and recommendation
It can be articulate from the study that social media website helps in directly impacting
the sales of firm. It is because, social media technique is the best way that helps in promoting the
goods or services in market. In addition to this, it can be assessed that individual is required to
collect information so that sales and profitability of firm can be attained. It is crucial for firm to
perform effective operations so that sales and profitability of firm can be enhanced in an
effective way. Business is required to adopt effective promotion technique so that potential
consumers can be attracted towards firm in order to enhance the sales and profitability of
business.
Apart from this, recommendation needs to be given to the manager of Tesco regarding
using effective promotional strategy and thus Facebook method is adopted in relation to enhance
the relation with consumers. It helps in interacting with clients and inform them about the
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