This dissertation critically analyzes the role of social media in the marketing activities of UK-based retail organizations, with a specific focus on TESCO. The research investigates the concept of social media within the UK retail industry, assesses the effectiveness of various social media tools for marketing purposes, and identifies the tools commonly utilized by TESCO. The study aims to evaluate and recommend effective social media marketing strategies for TESCO, considering the current trends and the importance of customer engagement in the modern digital landscape. The dissertation includes a literature review, research methodologies, data analysis, and findings to support its conclusions and recommendations for enhancing TESCO's marketing efforts through social media.
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