This report provides a comprehensive analysis of the role of social media in marketing activities within the UK retail sector, with a specific focus on Tesco. The study investigates how social media tools are utilized for customer acquisition, conversion, and retention. It begins with an executive summary outlining the importance of marketing and the role of social media in today's business environment, particularly for retail organizations like Tesco. The report's introduction emphasizes the significance of social media marketing for brand awareness and customer engagement, highlighting tools such as Facebook and Twitter. The rationale and importance of the study are clearly defined, emphasizing the need for businesses to adapt to modern marketing strategies. The report also includes a theoretical framework and sets out the research aims and objectives, which include evaluating the concept of social media in the UK retail sector, determining the effectiveness of social media tools, identifying commonly used tools, and recommending effective strategies. The literature review offers a comparative analysis of existing research and insights from various authors. This report provides valuable insights into how Tesco and other UK retail organizations can leverage social media to enhance their marketing efforts.
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