SPOHP1-Research Project Level -4

Aim: The main aim behind carrying out the present study will be “To assess the impact of social media marketing on brand image of business: A study on Marks and Spencer UK”

Objectives: On the basis of the aim of the research following will be the main objectives which are:

• To understand the significance of social media marketing in the modern era.
• To identify the positive outcomes after indulging in social media practices in the retail sector.
• To recommend the effective ways through which Marks and Spencer can improve its brand image through social media practices.

Research Questions

Following will be the main research questions in the case of the present research which are:

• How important is social media marketing tool in the modern era?
• What are the positive aspects of indulging in social media practices within the retail sector?

Background

The main aim of carrying out the present study will be to identify the real impact of social media on the brand image of the organization. Further, various challenges are present in the business environment and it is difficult for businesses to enhance their market performance. Apart from this, social media as a tool is regarded to be quite effective with the help of which businesses can easily develop awareness in the market regarding their products (Musgrave, 2011). Further, other types of marketing tools are also present which are not very effective as compared with social media tools. In short, it allows businesses to gain a competitive advantage where the accomplishment of desired goals becomes easy and in turn, it brings favourable results for the organization. On the other hand, without indulging in social media practices it is not at all possible for the business to focus on its long-term performance and it may have an adverse impact on brand image also.

Company Overview

Marks and Spencer is a British multinational retailer headquartered in the city of Westminster London. The organization is listed on the stock exchange and is specialized in selling clothing along with home products (About Us., 2016). The organization has having worldwide presence and is well-known in the market for the range of products it offers to its target market. Moreover, the company strongly depends on social media practices where promotion along with other types of important information is being provided to the customers with the help of this tool. This has supported Marks and Spencer to operate efficiently at a global level and in turn grabbing a large number of opportunities has become easy for the company in every possible manner. Each and every type of product being offered by Marks and Spencer is famous due to the presence of effective social media practices and it has supported the company in every possible manner. Moreover, business uses sites such as Facebook, Twitter etc with the motive of developing stronger relationships with their target market. This has also assisted in knowing the needs and requirements of customers in the best possible manner and in turn company can easily focus on its goals.

Methodology

This part will include various tools and techniques which will be employed for conducting the overall research in the proper manner. Further, the entire research is descriptive in nature where the main stress is on providing the description of the topic being chosen (Saunders and et. al., 2010). Through this research design, it will become easy to understand the topic in a better manner. Moreover, an inductive approach will be employed where results will move from specific to general. The entire study will be carried out from the point of view of Marks and Spencer and on the basis of results recommendations can be provided to the entire retail sector of the UK. Positivism as a philosophy will be undertaken which focuses on positive aspects (Silverman, 2010). A sample size of 5 marketing managers of Marks and Spencer will be undertaken through the purpose sampling technique. For primary data collection questionnaire will be used and in the case of secondary one books, journals etc. For analyzing information qualitative tools will be used where different themes will be formed.

Literature Review

As per view of Zimmerman and Ng (2015) social media as a tool is most commonly used by businesses in the modern era. Further, it supports the company in developing awareness in the market and in turn customers can easily know about the range of services offered. Further, by using this tool brand image of a business can be enhanced easily and this becomes favourable in the near future also (Zimmerman and Ng, 2015). Apart from this, social media marketing has wide coverage where it becomes easy for enterprise to promote its product at global level. However, Poole (2011) argued that without using this tool it becomes difficult for the company to sustain itself in the market and it leads to a decline in the level of performance. Moreover, implementation of social media practice is not at all costly for businesses and sites such as Facebook, Twitter etc can be easily used for sharing information with the target market (Poole, 2011).

Gantt Chart

From the entire research, it will be expected to obtain findings where social media as a tool has a direct and positive impact on the brand image of the company. Further, it can assist the company to survive in the competitive market and has a positive impact on long-term performance. Apart from this, it provides a platform for businesses to promote a range of products. No such disadvantage of this tool is present which can be unfavourable for business. Due to this reason adoption of this tool at the global level is quite high and in turn businesses can easily operate efficiently in the market. It becomes easy to boost sales volume along with the profitability of the business.

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