This research proposal examines the role of social media in marketing within the UK retail industry, specifically focusing on Sainsbury's. It aims to determine the different channels of social media and their role in customer interaction, evaluate the role of social media marketing for Sainsbury's in attracting and retaining customers, and identify the challenges faced by Sainsbury's in the absence of social media marketing. The proposal includes a literature review discussing the various social media channels, their impact on customer interaction, and the benefits and challenges of social media marketing. The methodology section outlines the use of probability sampling with 30 respondents and the collection of both primary and secondary data. The expected findings highlight the importance of social media for customer engagement and brand recognition. The research will employ quantitative methods, with future research potentially using qualitative methods for a more in-depth analysis.
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