Impact of Social Media on Marketing: A Zara Case Study Project

This research project investigates the impact of social media on the marketing strategies of Zara, a retail sector company. The study aims to understand how social media influences marketing operations and enhances business sales. It explores the concept of social media, analyzes its impact on Zara's marketing, and determines the effectiveness of social media strategies. The project includes a literature review on social media, a discussion of research methodology including research philosophy, purpose, and methods, and a Gantt chart for project management. The research utilizes both primary and secondary data collection methods, including questionnaires, and employs both qualitative and quantitative data analysis techniques. The project also addresses research ethics and sampling methods, concluding with a discussion of the effectiveness of social media for enhancing sales and building customer relationships. The project provides an in-depth analysis of how Zara can leverage social media platforms to expand its market reach, improve customer engagement, and drive sales growth.

Research Project

Table of Contents
TITLE: To identify the impact of social media on marketing. .......................................................3
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................3
RESEARCH METHODOLOGY.....................................................................................................5
REFRENCES ..................................................................................................................................8
.........................................................................................................................................................1

TITLE:
“To identify the impact of social media on marketing”.
INTRODUCTION
Marketing refers to the activity of an organisation which is associated with buying and
selling of goods and services. There are several activities included in marketing such as
advertising, delivering of products to customers, selling and so on. Main work of marketing
department in organisation is to attract large number of people and fulfil their requirement
(What Is Marketing? Definition And Meaning. 2019). This research is based on Zara which is
retail sector company founded in 1975 by Amancio Ortega and Rosalia Mera. They are serving
their products and services at worldwide level which is clothing. Respective research is going to
understand the concept of social media in marketing sector. Along with this, it will determine the
reason of replacing existing marketing strategy of Zara with social media. At the end,
effectiveness of respective marketing tool for increasing sales.
Aim of the project - “To identify the impact of social media on marketing in order to enhance
sale of business”. A study on Zara.
Objectives -
 To understand the concept of social media.
 To analyse the influence of social media on the marketing operations of Zara.
 To determine the effectiveness of social media strategy for enhancing business sales.
Questions -
 What is the concept of social media ?
 How to analyse the influence of social media on the marketing operations of Zara?
 Determine the effectiveness of social media for enhancing business sales ?
REASON FOR CHOOSING THIS RESERACH PROJECT
There are several reason of choosing this research project but out of these some major are
impact of social media on marketing, less expensive tool for marketing, paper free environment
and so on. Now a days everything is moving towards digitalisation which brings more attention
towards marketing department of Zara.
LITERATURE REVIEW
The concept of social media.

Social media refers to websites and application that are designed for allowing people to
share content quickly and efficiently (Burns, Bush and Sinha, 2014). Retailers are the one who
used this social media as an integral part of marketing strategy. It facilitates communication with
customers , enabling the melding of social interactions on e-commerce sites .Some people will
use various social media applications to make different network career opportunities in which
they will find people across the globe with building new social media opportunities. There are
some tools of social media explanation of these are as follows :-
 Buffer - It is one of most recognized tool in industry that can schedule any type of posts
across any platform you want, it can also used to follow up all posts by evaluating which
one is more efficient and why they were effective.
 Sprout social - It is one of the social tool that help managers to make better control on
the efforts (Andreasen, 2012). It features multi level access allowing directional control
and provide access from lower level members to provide better coordinate and delegation
tasks. Hoot suite - It is a powerful tool for average media marketer that can provide free
version and relatively inexpensive paid options that can make posts in advance.
To analyse the influence of social media on the marketing operations of Zara.
Social media have its wide impact on the marketing operation of Zara because through it
they can easily attract as well as approach large number of organisation (Baker, 2016). Their is
several reason behind implementing social media for influencing marketing operation of Zara .
Explanation of these are as follows :- Develop wide market area for company – Through social media tools such as twitter,
LinkedIn, Instagram and so on Zara can develop large market area for their customers.
Along with this they can attract and maintain relation with their existing as well as
potential customers. Easy feedback taking – Feedback of customers is important for enhancing offerings
because through feedback Zara identify that at which level they are facing problem
(Fuchs, 2017). Direct contact with customers – With the assistance of social media Zara directly contact
with their customers and solve their issues, answer queries also.
Determine the effectiveness of social media strategy for enhancing business sales.

Social media is marketing tool which assist Zara in enhancing their sales. Effectiveness
of respective marketing tool in relation to increasing sale are as follows :-
 Know the right platform to use - When people think for going in social media, it is
important to know right platform to make target for particular market. Social media is a
great avenue which can generate revenue that may target particular audience.
 Connect and builds relationships - It is necessary to build relationship between all
individuals that can understand customers taste and expectations where social media can
connect people like Facebook, linked In and twitter which can enhance the productivity
in business.
 Post often - It is necessary to make people to look forward to new information that can
make page active regularly by making posting that can be relevant in brand. The content
should not appear over promotion so people can tired from advertisements, we can use
social blogs to improves the lives of consumers making content to be relevant to
everybody.
ACTIVTIES AND TIMESCALES
Gantt Chart is given by Henry L. Gantt who is an American engineer as well social
scientist and it is introduced in 1917. Gantt Chart is an framework which use for managing
overall project as well as through its graphical presentation it become easy to plan, track and
coordinate. In this framework task or events are shown against their starting and ending timing.
Thus, on left side graph are presenting which reflect activities along with their suitable time on
the top. Each and every activity is illustrated through bars; the position as well as length of the
bar shows their start date, duration and end date of the activity.

RESEARCH APPROACHES AND METHODOLOGY
Research methodology - It is the crucial part of entire research project because all the
important aspect are discussed in this section. With the assistance of the respective section,
research can be conduct in better manner (Couldry, 2012). It is the responsibility of researcher to
utilise appropriate or proper approach for gathering data in effective manner. Response of
respondents play necessary role because they are identifying outcomes of entire research. The
methodology which is important for the respective research are evaluated as follows :-
Research Philosophy – It is an belief which use for collecting data as well as information for
completing research project. There are five type of research such as positivism, realism,
Interpretive, Pragmatism and subjectivism. In this research positivism philosophy is using by the
researcher person for gathering related information at the timing of completing project.
Research Purpose – Main purpose behind conducting this research is to identify that how social
media have their impact on the marketing activities of Zara which is retail sector company.
Research method - In this Present research, puts their focus on understanding the quantitative
aspects of the topic as it will be essential for them. Because through this method they can gather
data in numerical for and analyse those through graph or charts. Moreover, information or data is
being gathered through experiments, questionnaire, observations with the assistance of primary
sources.
Qualitative data analysis - It is kind of market research method which focus on gathering data
with the assistance of open-ended as well as conversational communication method. In simple
term it can be said that qualitative research is kind of exploratory research in this data gathering
is totally based on the observation of the peoples perception. Moreover, data collected is not in
the form of numericals.

Quantitative data analysis - Under this method data collected is in the form of numbers as well
as in statistical or mathematical also (Hair Jrand et.al, 2015). Moreover, in quantitative research
data gathered by analysing properly through graphical as well as charts presentation.
Research Approaches - It is the procedure that involve steps having broad assumptions for
explaining data collection method, its interpretation as well as analysis. There are two types of
research approaches such as inductive and deductive. In this research deductive approach will be
applied by the researcher because through this data and information can be gathered in effectual
way.
Research Data collection - It is the systematically process which followed while conducting
research for gathering data as well as there are generally two methods such as primary and
secondary (Leonardi and et.al, 2013). Main motive behind collecting information and data is to
come out with the solution of research problem. Description of these are as follows :- Primary Method – It is the first hand or initial stage of collecting data. Although,
through primary method data gathered by research was never published before in books,
journal, article, newspaper and so on as well as utilise by anyone. For conducting this
research project, investigator is using primary method for collecting data (O'Leary, 2017).
Moreover, there are various sources of gathering data or information such as interview,
feedbacks, questionnaire many more. Although, Questionnaire will be the tool use by the
investigator for gaining data and information.
 Secondary Method – It is the tool of data collection but not as primary method because it
involve existing information which has been published before in nay newspaper, article,
journal and many more. As well as it is less expensive method of gathering data and not
consume much time.
In this research primary method is using by researcher for conducting the entire research
process.
Research population – It measures the number of people an particular person measure as well
as observe utilise in survey or conducting experiment. Sample size is the count of individual
samples or observation in any statistical setting such as a scientific experiment or public opinion
survey. For conducting this research, researcher has decide to tale 20 persons as sample size.
Thus, appropriate information can be gathered from them within proper manner.

Research instrument - It is the process in which members are selected for continuing research
from a population. There are generally two type of sampling method one is probability (simple
random, systematic random,stratified and cluster) and another is non-probability sampling
method (Convenience, quota, judgement and snowball) (Wilson, 2014). For conducting this
research, investigator is using random sampling method. Their is 20 people of sample from
whom information or data will be gathered.
Research analysis – By this it has been selected to run on research on Zara is quantitative as well
as advantage behind selecting this form is to assist in converting gathered data into numeric in
which statistical software can help.
Research ethics – It is necessary to keep in mind that ethics of research has been done. This
simply means that, data collected must be for the purpose of research and should not to be
discuss with anyone else.

REFRENCES
Books and Journal
Burns, A.C., Bush, R. F. and Sinha, N., 2014.Marketing research(Vol. 7). Harlow: Pearson.
Andreasen, A. R., 2012. Rethinking the relationship between social/nonprofit marketing and
commercial marketing. Journal of Public Policy & Marketing. 31(1). pp.36-41.
Baker, M. J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Fuchs, C., 2017. Social media: A critical introduction. Sage.
Couldry, N., 2012. Media, society, world: Social theory and digital media practice. Polity.
Leonardi, P. M.,and et.al, 2013. Enterprise social media: Definition, history, and prospects for
the study of social technologies in organizations. Journal of Computer-Mediated
Communication. 19(1). pp.1-19.
O'Leary, Z., 2017. The essential guide to doing your research project. Sage.
Wilson, J., 2014. Essentials of business research: A guide to doing your research project. Sage.
Hair Jr, J. F., and et.al, 2015.Essentials of business research methods. Routledge.
Online
What Is Marketing? Definition And Meaning. 2019.
Online.<https://marketbusinessnews.com/financial-glossary/marketing-definition-
meaning>.

Research Proposal Form
Name:
Number:
Centre Name:
Tutor:
Date:
Unit:
Proposed title: “To identify the impact of social media on marketing”.

Section One: Title, objective, responsibilities
Title or working title of research project ( in the form of a question, objective or
hypothesis)
“To identify the impact of social media on marketing”.
Research project objectives (e.g. what is the question you want to answer? What do
you want to learn how to do? What do you want to find out?):
 To understand the concept of social media.
 To analyse the influence of social media on the marketing operations of Zara.
 To determine the effectiveness of social media strategy for enhancing business sales.
Section Two: Reasons for choosing this research project
Reasons for choosing the project (e.g. links to other subjects you are studying,
personal interest, future plans, knowledge/skills you want to improve, why the topic is
important):
There are several reason of choosing this research project but out of these some major
are impact of social media on marketing, less expensive tool for marketing, paper free
environment and so on. Now a days everything is moving towards digitalisation which
brings more attention towards marketing department of Zara.
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective or
hypothesis:
The concept of social media.
Social media refers to websites and application that are designed for allowing people to
share content quickly and efficiently (Burns, Bush and Sinha, 2014). Retailers are the one who
used this social media as an integral part of marketing strategy. It facilitates communication
with customers , enabling the melding of social interactions on e-commerce sites .
To analyse the influence of social media on the marketing operations of Zara.
Social media have its wide impact on the marketing operation of Zara because through it
they can easily attract as well as approach large number of organisation (Baker, 2016). Their is

several reason behind implementing social media for influencing marketing operation of Zara .
Determine the effectiveness of social media strategy for enhancing business sales.
Social media is marketing tool which assist Zara in enhancing their sales. Effectiveness
of respective marketing tool in relation to increasing sale are as follows :-
 Know the right platform to use - When people think for going in social media, it is
important to know right platform to make target for particular market. Social media is a
great avenue which can generate revenue that may target particular audience.
 Connect and builds relationships - It is necessary to build relationship between
all individuals that can understand customers taste and expectations where social media
can connect people like Facebook, linked In and twitter which can enhance the
productivity in business.
Section Four: Activities and timescales
Activities to be carried out during the research project (e.g.
research, development and analysis of ideas, writing, data
collection, numerical analysis, tutor meetings, production of
final outcome, evaluation, writing the report):
How long this will
take:
Milestone one:
Target date (set by tutor):

Milestone two:
Target date (set by tutor):
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use and why?
What your areas of research will cover:
In the respective research quantitative method as well as primary will be use for collecting data
as well as information.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted for another
qualification and is appropriate.
Agreed: (name):
(date):
Comments and agreement from project proposal checker (if
applicable)
Comments (optional):
I confirm that the project is appropriate.
Agreed: (name): (date):

Research Ethics Approval Form
All students conducting research activity that involves human participants or the use of
data collected from human participants are required to gain ethical approval before
commencing their research. Please answer all relevant questions and note that your
form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor.
Before completing this form, we advise that you discuss your proposed research
fully with your Unit Tutor. Please complete this form in good time before your
research project is due to commence.
Section 1: Basic Details
Project title: The impact of social Media on marketing
Student name
Student ID number:
Programme: HND YEAR 2, HNBS 311A
School / College:
Intended research start date:
Intended research end date:
Section 2: Project Summary
Please select all research methods that you plan to use as part of your project
(Please tick):
• Interviews:N/A
Questionnaires: The research approach will be deductive ,the method will be
quantitative tool used will be a questioner
• Observations:N/A
• Use of Personal Records:N/A
• Data Analysis:N/A
• Action Research:N/A
• Focus Groups:N/A
• Other (please specify): N/A
This will be quantitative research, in which 20 respondents provide their opinion and
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suggestions.
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants? Who are the participants? Tick all
that apply:
Ages 12-16: N/A
Young People aged 17–18:
Adults: 18-25
How will participants be recruited (identified and approached)?
I will leave the forms on the check out costumers you will be willing to fill the survey
Describe the processes you will use to inform participants about what you are
doing:
Through internet and advertisement methods.
How will you obtain consent from participants? Will this be written? How will it
be made clear to participants that they may withdraw consent to participate at
any time?
By analysing mutual understanding. It will be in written format in order to identifying their
views and opinions in clear manner regarding company product's and services.
Studies involving questionnaires: Will participants be given the option of omitting
questions they do not wish to answer? Please tick:
Yes:
No:
If No please explain why below and ensure that you cover any ethical issues arising
from this
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Studies involving observation: Confirm whether participants will be asked for their
informed consent to be observed. Please tick:
Yes:
No:
Will you debrief participants at the end of their participation (i.e. give them a brief
explanation of the study)? Please tick:
Yes:
No:
Will participants be given information about the findings of your study? (This could be
a brief summary of your findings in general). Please tick:
Yes:
No:
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data
Protection Act (1998).
Yes:
No:
Who will have access to the data and personal information?
Investigator and researcher.
During the research:
Where will the data be stored?
Laptop, computer and hard disc
Will mobile devices such as USB storage and laptops be used?
Yes:
No:
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If yes, please provide further details:
Laptop, computer and other devices will be used for storing data in proper manner.
After the research:
Where will the data be stored?
Hard disc
How long will the data and records be kept for and in what format?
6 months in Doc format.
Will data be kept for use by other researchers?
Yes:
No:
If yes, please provide further details:
Section 5: Ethical Issues
Are there any particular features of your proposed work which may raise ethical
concerns? If so, please outline how you will deal with these:
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It is important that you demonstrate your awareness of potential risks that may arise
as a result of your research. Please consider/address all issues that may apply.
Ethical concerns may include, but are not limited to the following:
• Informed consent.
• Potentially vulnerable participants.
• Sensitive topics.
• Risks to participants and/or researchers.
• Confidentiality/anonymity.
• Disclosures/limits to confidentiality.
Data storage and security, both during and after the research (including transfer,
sharing, encryption, protection).
• Reporting.
• Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics Policy: Yes: No:
I have discussed the ethical issues relating to my research with my Unit Tutor: Yes: No:
I confirm that to the best of my knowledge:
The above information is correct and that this is a full description of the ethics issues that may
arise in the course of my research.
Name:
Date:
Please submit your completed form to Moodle
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