Business Research Report: Social Media Advertising and Tesco Marketing

This business research project report investigates the implications of social media advertising on Tesco's marketing activities. The report begins with a research proposal outlining the aim to assess this impact, along with objectives, questions, and rationale. A literature review explores the advancements in digital tools, including e-commerce and social media platforms like Instagram, Facebook, Twitter, and YouTube. The methodology section details the exploratory research design, interpretivism philosophy, and inductive approach, including the use of random sampling with 20 Tesco employees. Data collection methods involve primary data through interviews and secondary data from online sources. Data analysis employs qualitative analysis using thematic analysis. Ethical considerations are also addressed. The report includes a detailed data collection and analysis section, presenting themes derived from employee interviews regarding the impact of social media advertising on marketing activities, including positive impacts, increased sales, and opportunities for direct customer communication. The analysis also covers employee perceptions on the use of social media and digital technology, and the need for market research. The report concludes with personal reflections and references.

Business Research Project
Report

TABLE OF CONTENTS
RESEARCH PROPOSAL...............................................................................................................3
Research tittle.........................................................................................................................3
Background.............................................................................................................................3
Aim.........................................................................................................................................4
Objectives...............................................................................................................................4
Question..................................................................................................................................4
Rationale.................................................................................................................................4
Literature review....................................................................................................................4
Research methodology...........................................................................................................5
Activities and Timescale........................................................................................................6
Chapter 2 : Literature Review........................................................................................................11
2.1 Introduction....................................................................................................................11
2.2 Literature Review...........................................................................................................11
Chapter 3 : Methodology...............................................................................................................14
3.1 Research approach..........................................................................................................14
3.2 Research methodologies.................................................................................................15
Chapter 4 : Data collection and analysis........................................................................................17
4.1 data collection.................................................................................................................17
4.2 Data interpretation and analysis.....................................................................................19
Personal reflection................................................................................................................21
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23

RESEARCH PROPOSAL
Research tittle
“To assess the implication of social media advertising on marketing activities: case study on
Tesco”
Background
Advancement in digital tool has created boom in the business worldwide by enabling
easy management of organisational functions. Implementing use of technological tools has
assisted the firms in making internal and external functions advancement and simpler. Like the
use of cloud computing has established easy mode of making digital record of information
(Balkyte and Tvaronavičiene, 2010). Cloud computing is advanced data recording tool which has
established easy, management of all details. Further, digital is assisting marketing teams of
enterprises in reaching to large population one time via social media advertising.
The focus of research is on analysing impact of social media advertising on marketing
activities of Tesco, one of the leading retailers in UK. Advertising on internet has revolutionized
the marketing and promotion activities enterprises across the globe. Online marketing is best tool
which helps the company in connecting with worldwide buyers. Further, it has made possible for
the entities to promote online buying and selling of goods and services which is the part of
Electronic commerce. However, it can be said that internet marketing promotion has assisted
millions of firm in boosting sales instantly with product launch.
Aim
“To assess the implication of social media advertising on marketing activities: case study on
Tesco”
Objectives
 To explore the impact of digitalising business activities.
 To ascertain the uses of social media advertising in marketing activities of retailer.
 To derive advantages and limitation of marketing on social media platform.
Question
 Explain the impact of digitalising business activities?
 What can be the uses of social media advertising in marketing activities of retailer?
 What are the and limitation of marketing on social media platform?

Rationale
The motive of this study is developing knowledge on different tools and advancement of
digital technology. Further, the study will be focused on enhancing academic learning and
therefore the scholar will focus on analysing all the limitation and benefits associate with
implication of social media advertising on marketing functions of Tesco. Thus, the focus of the
research will be on ascertaining risk associated with use of advanced digital tools.
Literature review
As per the views of O'Keeffe and Clarke-Pearson, 2011, advancement in digital tool has
boomed the economic and business conditions by establishing easy mode of connection and
management. Digital technology has emerged with differentiated tools especially for business
like Electronic Commerce, internet marketing, and cloud computing, email and Smartphone
communication. According to Oldham and Da Silva, 2015, E commerce is known as online
buying and selling of products and services worldwide. It is the most prominent tool of modern
era and is assisted the firms in influencing consumers buying behaviour and preferences. Further,
there is social media advertising which is helping companies in promoting their products on
online platforms in order target maximum population. It is tool where the marketing department
only focuses on segmenting buyers and on attractive commercial in accordance to public. The
most prominent social media platforms are Instagram, Facebook, Twitter, Youtube etc.
In contrast, Bharadwaj, El Sawy and Venkatraman, 2013, has stated that internet
marketing is an consumer centric approach, where the focus of organisation is only on
segmenting and targeting buyers according to their taste and preferences. In addition, the
platform offers companies in enabling instant discounts and schemes to attract consumers which
further aid in boosting sales. Apart from this, author discussed about digital recording of data
which has made management easier by making storing of data simple. It is the tool which has
eliminated the use of manual recording of data. Thus, it can be said that advancement is assisting
people in connecting in simplest and easiest approachable way. Apparently, according to
Drnevich and Croson, 2013, everything comes with own pros and cons and therefore social
media advertising helps the business in targeting maximum number of people but on the other
hand it neglects people who do have access to internet or social media advertising. Moreover,
offering online discounts and schemes helps the organisation in clearing dead stock but on the
hand internet marketing is limiting physical presence of enterprises.

Research methodology
Research Design: Implementing research design is most crucial step of study because it act as
base for entire investigation. There are various types of research design that is exploratory,
experimentation, descriptive etc. (Vujaklija Hren and Marušić, 2010). However, in this project of
digital technology the researcher will implement the use of exploratory design which will assist
the individual in exploring different possible aspects of study.
Research Philosophy: Philosophy in research helps the scholar in developing critical
understanding over research aims and objectives (Gale, Heath and Redwood, 2013). There are
two types of philosophy that is positivism and interpretivism, both the philosophy offers different
type of understanding. Thus, in this study the scholar will implement the use of interpretivism
philosophy as it helps in boosting knowledge over the topic, which are of human interests like
impact of social media advertising on marketing activities of Tesco
Research Approach: Approach to study assists the scholar in deriving best technique to make
reasoning to collected information. Approach helps in making information general to specific
and specific to general (Geerts, 2011). There are two types of research approaches that is
inductive and inductive. In this study the scholar will implement these of inductive approach
where the information will be analysed logically with the help of qualitative analysis.
Sampling: Sampling is known as simplifying sources which can be considered for study. It is the
process of choosing small group of population from large group. There are several types of
sampling that is random, cluster, non probable, probable, stratified etc. Apparently, in this study
scholar will implement the use of random sampling where the samples will 20 employees of
Tesco.
Data Collection: Collection of data is the major part of study as in this scholar aims at gathering
information from reliable sources on the basis of aims and objectives. There are two data
collection process that is primary and secondary. However, in this research project the researcher
will implement the use of both the methods where secondary information will be collected from
online books, journals, articles etc. and primary will be collected through interview of sampled
participants.
Data Analysis: Data analysis is the complex but an essential part of study, because on the basis
of analysis the individual is able to draw findings and conclusion. There are two types of data
analysis tools that are qualitative and quantitative. Apparently, in this study the scholar will

implement the use of qualitative analysis, where interview of respondents will be evaluated with
the help of thematic analysis.
Ethical Consideration: An ethical consideration is the foremost and prior part of study where
the focus of researcher is to ensure that feelings, beliefs and moral of no person is harmed at time
of data collection. In addition, the researcher will make use of references in order to make study
viable and reliable. Thus, to make study ethical the individual will aim at citing possible
information in order to make research considerable.
Activities and Timescale
Activity Ma
y
Ju
ne
Ju
ly
A
ug
us
t
Se
pt
e
m
be
r
O
ct
ob
er
N
ov
e
m
be
r
D
ec
e
m
be
r
Ja
nu
ar
y
F
e
br
u
ar
y
M
ar
ch
A
pr
il
M
ay
Ju
ne
Ju
ly
A
ug
us
t
Identifying
research
objectives and
questions
Reading
literature
review
Presenting
research
proposal
Meeting
supervisor
Drafting
Research
Proposal
Drafting
Introduction

Drafting
Literature
review
Drafting
methodology
Determining
questions for
interview
Seeking and
contacting
Interviewees
Setting
Interview
Evaluation and
alteration of
interview
questions
Conducting
Interview
Printing of
interview
transcripts
Analysing
Primary data
Draft Findings
Drafting
Conclusion
Drafting
Limitation
Drafting
recommendatio

n
Drafting
Executive
summary
Extracting
Appendices
Printing and
binding all data

Chapter 2: Literature Review
In this chapter of the research project, a short discussion will be done. The purpose of the
debate is to analyse the impact of social media on marketing activity of an enterprise. Aims and
objectives of a research project has been clearly defined in the proposal. Investigation will be
conducted by considering the purpose of the research. This activity will assist scholar in
identifying the types of information required in order to reach conclusion. It will also support
researcher in recognising the problem and analysing the suitable solution to the different issues.
Establishment of aim and objectives will help investigator in analysing the fact and figures
collected during the research. It will also provide scholar a chance to measure the actual
performance with the standard. Setting the aims will support scholar in identifying the
performance gap. Aims and objectives are designed by the researcher on the basis of analysis of
the problem faced by an organisation. The Present research proposal has included the detail
about the several methods or techniques which will be used by the scholar for conducting the
investigation in systematic manner. The different techniques as well as research methods has
been selected on the basis of aims and objectives. The scholar has prepared the question relevant
to the topic of research in order to collect information. In research proposal investigator has
provided the clear rational behind selection of specific research topic that is Analysing the
impact of social media on the marketing activity of firm. The investigation also consists of
systematic review, which has helped scholar in analysing the perception or vie of the different
people or authors about the impact of social media on the marketing activity of an enterprise.
Among all opinions as well as belief of the people, in literature review scholar emphasizes on
analysing the perception of customers in context of usage, share, and influence of social media
on their decision. Investigator also have focus on an organisations' perspective centred not only
on the utilization of social media, but also on their execution, improvement, and measurement of
results. In present research, considering the nature of investigation topic scholar has therefore,
used the quantitative research techniques.
The digital technology in today's scenario has changed the way of doing business. It has
helped an organisation in bringing the drastic improvement in the business policies, procedures
and system. Digital technology has supported an enterprise in enhancing its marketing activities.
It has helped business entity in communicating directly with the client and provided firm an

opportunity to reach wide number of customers. The digital technology has provided various
opportunities to companies and supported an organisation in achieving the marketing objectives.
It has also enabled an enterprise top increase its sales, profitability and market share. Social
media platform has assisted business entity in communicating directly with client. In the today's
world social media platform has provided business entities an ease in marketing as well as
promoting their brand, products or services. By utilising this technology, it has become easy for
an organisation to determine the needs as well as demands of customers.
As per the opinion of Balkyte, A. and Tvaronavičiene, M., (2010). the emergence of
internet, development in social media sites has provided both opportunities and challenges for an
enterprise. According to the perception of Geerts, G. L., 2011 of digital technology has provided
majorly the benefit to firm which has enabled business entity to foster growth and achieve
success.
As per the thought of Bharadwaj, A., El Sawy, O. and Venkatraman, N., 2013who have
stated that the use of the social media in marketing activity has direct as well as significant
impact on the profitability and sales of an organisation. Social media plays both positive and
negative roles in marketing.
As per the view of Ismail, (2017) social marketing is an appropriate tool which allows the
development of connection between company and customers. According to the perception of
Campbell et al. (2011) Social media platform provides personal channel and helps business
entity in building user centred networking. It also allows business entity to facilitate direct
interaction with the customers and develop strong relationship with client. social media
marketing can be defined as a group of Internet based application which is built on the
ideological as well as technological foundations.
According to the thinking of Alalwan, Rana and Algharabat, (2017)by utilising the social
media sites, a company can provide customers an opportunity or an ease in getting the
information about the products or services offered by an organisation. The use of social media
sites can help business entity in providing the additional facilities as well as memorable shopping
experience to client.
According to the perception of Ismail, Nguyen and Melewar, (2018) who stated that
online place platform such as social media sites have has assisted an enterprise in increasing their
capability to the reach the customers and provide them goods or services. As per the view of Cha

(2009) which has stated that many customers in the market prefer to do online shopping as it
provides them ease to access the product or services offered by an organisation. According to the
thinking of Muniz and Wang and Kim, (2017). by utilising the social media sites management in
an enterprise can easily analyse the perception of customer about the products or services offered
by a business entity. It also supports an organisation in identifying the need for developing the
existing products as well as launching new item.
According to the thinking of Casaló, Favián and Guinalíu, (2008) has provided an
organisation to foster business growth. It helps an enterprise in reaching to the target market. As
per the view of Georgi and Mink (2012) by utilising the social media sites an enterprise can
involve customer in the business activity which will assist an organisation in delivering high
level of satisfaction to customers. Business entity by communicating directly with the customers
can influence them to buy the products or services offered by an enterprise.
As per the opinion of Flick, 2015) social media is considered to be as phenomenon which
has become essential or significant aspects in marketing mix. It has played an important role as
revolutionist in helping the way an organisation interacts with customers.
It has been argued by that the primary stream media channels have faced many
challenges in recent times that have led to closure which has negative impact on the profit level
of companies utilising social media platform. Palmer and Lewis are correlating the performance
of these traditional channels to the rise of social media in marketing and brand management
As per the opinion of Kumar, Choi and Greene, (2017)communication is considered to be
as centre dimension of social media networks, it is very much helpful in achieving the marketing
objectives. social media sites assist business entity in developing as well as maintaining the
strong relationship with clients. As per the view of Dutz, M. A., and Willig,( 2017) social media
sites allows marketing manager as well as customers to develop their own communities with the
support of social media sites. It also assists an enterprise in communicating the business
objectives to customers and help a firm in gaining the loyalty of client. As per the view of
Drnevich, P.L. and Croson, D.C., (2013) social media sites enables business entity to deliver the
offering to customers which has great value to them. This activity also assists an organisation in
increasing sale and profitability. According to the thought of Kotler (2006) using the social
media sites the marketing manager can analyse the social trends which is very much helpful in
making the promotional plans for launching the new product in the market. As per the view of

Jaakonmäki, Müllerand vom Brocke, (2017) social media platform assist an organisation in
reducing the cost or expenses which are associated with promoting the brand, product or
services. It also enables business entity to enhance brand image and reputation in the market. In
context of evans (2008) it is very much important for marketing manager to analyse the impact
of social media sites on the business as well as behaviour customers.
Chapter 3: Methodology
3.1 Research approach
Research approach is referred to as strategies which is formulated by the scholar on the
basis of the several theories as well as principles. These approaches as well as concepts helps
researcher in facilitating the investigation in systematic manner and also provide them assistance
in analysing the suitable solution to the problem. Research approaches assists investigator in
identifying the appropriate ways as well as techniques which can be used for accomplishing the
objectives. These concepts or framework can be applied by the researcher when collecting,
analysing as well as interpreting information. It also helps investigator in making suitable
decision. There are several assumptions are made by the scholar when gathering the data relevant
to the research topic. The research approach is chosen d by the investigators considering the
nature of research topic (Hernandez, Prieto Martín and Ramalingam,2016). Selection criterion
related to choice of investigation approach is also based on the problem which has been
identified during the investigation. There are two approaches these are inductive and deductive.
The investigation approach helps scholar in reaching to the conclusion (Kumar, 2014). It also
supports scholar in ensuring the effective outcome. As in present investigation the research topic
is related to analysing the impact of social media on the marketing activity of an organisation.
There are several types of research these are problem oriented, applied investigation, qualitative,
quantitative and general research etc.
The scholar has planned to use the inductive approach. This research approach is selected
by the researcher on the basis of assumption that it will help them in measuring the effectiveness
of the judgement made by them. It also enables scholar to provide justifiable explanation about
the decision taken by them. Inductive research approach is also recognised as inspire researcher
to develop critical thinking. In present investigation, the scholar has decided to apply the
inductive approach with qualitative technique.