Table of Contents
1.1 Research Background.
1.2 Research rationale.
1.3 Research Problem.
1.4 Research purpose and objectives.
1.5 Research questions.
2.0 Literature Review.
2.1 What is Social Media?.
2.2 How Social Media is effective in business?.
2.3 Brand awareness and Factors that affect a business’s brand awareness?.
2.4 Brand awareness models.
2.5 Impact of social media marketing on business brand awareness.
2.6 Conceptual framework.
3.0 Research Methodologies.
3.2 Research philosophy.
3.3 Research approach.
3.4 Research design.
3.5 Research method.
3.6 Data collection methods.
3.7 Sampling methods.
3.9 Research Validity.
3.10 Ethical issues.
1.1 Research Background
Social Media is virtual media where users can simply contribute, share and make content for example banners, posters, videos and advertisements (Charles, 2016). Brand awareness is the awareness level of the consumers of the company. It does not measure only the ability of a potential customer to detect a brand image, but it is related to the products or services of a particular organization (Huang, 2015). Social media marketing uses social media platforms and websites to promote a product or service (Charles, 2016). Brand awareness is an important factor in the successful public relations promotion of a business. A strong foundation of trusted customers can be achieved by increasing awareness that in turn can increase business performance including sales and revenue, customer base and retention (Huang, 2015). Using eye-catching social media advertising supports a business to increase its brand awareness among the target customers (Charles, 2016).
1.2 Research rationale
In this research, the impact of social media marketing on the increasing of brand awareness is critically evaluated and analyzed. By using social media as a marketing tool companies can reach a huge number of customers within a short time. It is also an effective medium for promoting the brand (Grimm, 2015) and products and services to the target customers (Charles, 2016). People chat exchange views and use social media to talk about everything. Charles stated that (2016), people love sharing their purchasing experiences with others. It certainly affects a brand and it is not difficult to see that some negative comments can spread quickly. That is why it is important for marketers to analyze both the positive and negative sides of social media marketing before in their businesses (Kaplan and Haenlein, 2017).
1.3 Research Problem
This day retail sector faces globalization, competition and customer turnover at a high level. Moreover, increasing customer gaining costs and increasing customer expectation, retail performance and efficiency depends on their ability to satisfy customers (Kotler et al., 2014). Therefore, it is now challenging for the retailer to increase their brands among the target customers (Palmer, 2014). If a retailer fails to keep its brand among the customer minds, it faces difficulties to gain sustainable competitive advantages (Huang, 2015).
1.4 Research purpose and objectives
The purpose of this study is to analyze how social media activities affect brand awareness. Based on findings, the study will suggest Morrison improve the social media marketing program to increase its brand awareness
- To understand the importance of brand awareness in the retailers in the UK
- To understand the significance of social media marketing for UK retailers
- To assess the influence of social media marketing on the brand awareness of UK retailers?
- To offers tactics and tools for the UK retailers to increase their brand awareness?
1.5 Research questions
- Why is brand awareness important for retailers in the UK?
- What is the significance of social media marketing for the business in the UK retail industry?
- How does social media marketing influence the brand awareness of UK retailers?
- What tactics and tools can be used by UK retailers to increase their brand awareness?
2.0 Literature Review
2.1 What is Social Media?
According to Castells (2014), social media refers to the virtual and electronic communication channels, where these communication channels are applied to share content, collaborate with others, and interact with others. Social media is disclosed as various channels. The widely used channels are social networking sites, online forums, social bookmarks, wikis, video campaigns, and micro-blogging, as well as blogging. Social media are collaborating computer intermediary technology that allows virtual communities and networks to create and share information, ideas, career interests and other forms of expression. Users usually access social media services on desktops and laptops through web-based technology or download services that give social media efficiency on their mobile devices such as smartphones and tablets. Social media facilitates users in several ways (Huang, 2015). This media helps the users to collaborate, communicate, discuss and interact with each other. On the other hand, this media helps marketers to communicate and engage and build relationships with their target and potential customers (Castells, 2014).
2.2 How Social Media is effective in business?
According to Kaplan and Haenlein (2017), it is undoubtedly true social media as a marketing tool plays a vital role to give success to businesses by attracting their target and potential customers. In many cases, social media marketing can keep the businesses stress-free in terms of increasing their brand perceptions and brand awareness among the target customers (Huang, 2015. Social media marketing can also be considered as the cheaper and time-saving tool that can save overall costs of business along with their time and efforts. By connecting with customers through social media, customer retention and customer loyalty are increasing rapidly (Zhu, and Chen, 2015). Social media play an important role in networking and communication platforms. Instead of communicating directly with them, social media marketing is the best way to find out the needs of customers (Kaplan and Haenlein, 2017)……………………….