Table of Contents
1.2 Research Backgrounds.
1.3 Research rationale.
1.4 Research aims and objectives.
1.5 Research questions.
1.6 Research hypothesis.
1.7 Significance of the study.
2.0 Literature Review.
2.2 Basic definitions of issues related to research topic.
2.3 Reasons of choosing the proposed subject
2.4 The undertaken research works on the proposed topic.
2.6 Conceptual framework.
3.2 Types of investigation.
3.3 Research approach.
3.4 Data sources.
3.5 Data collection methods.
3.6 Sampling Method.
3.7 Accessibility issues.
3.8 Ethical considerations.
3.9 Data analysis plan.
3.10 Research limitations.
4.0 Time periods for completing the proposed research work.
4.1 Research timeframe.
Viral marketing is playing important role in gaining improved customer retention in the current business world. This proposed study will conduct a study on the viral marketing techniques used by marketers and how they impact customer retention in the UK telecom industry including Vodafone. This section outlines the research backgrounds, research rationale along with research aims and objectives and research significance.
1.2 Research Backgrounds
Viral marketing is a new concept and rapidly being popular towards the people, mainly to the online users in the current digital world. The concept of viral marketing has been developing through several marketing channels including social media (such as Facebook, YouTube, Twitter, etc.), mobile devices (eg. smartphones), email, and word-of-mouth marketing. Recent research conducted by Social Media Examiner (2016) said millions of people are nowadays are using social media, where the users are increasing day by day. The study discloses that only Facebook has more than 1.80 billion users in the first quarter of 2016, where YouTube streamed more than 1200 billion videos in 2016. In addition, Twitter has more than 2 million users and more than 100 million users try to tweets on daily basis. The study also discloses that all categories of people including online users, businessmen, students, service people and all ages people from children to older and both male and female are using social media and spending a certain time in their daily activities. This means the rapid development technologies mainly social media, mobile devices, emails are supporting the business organizations to use these technology tools as the marketing channels to attract their target and potential customers. In another word, as a huge number of people are using Social media like Facebook, YouTube, Twitter, etc nowadays, organizations are trying to markets their products and services through these media (KIK, 2014). As a result, this research study focuses on how organizations like Vodafone can promote their digital products through the development and execution of viral (digital) marketing campaigns.
1.3 Research rationale
The UK telecom industry including Vodafone is facing several challenges in gaining improved customer retention (Dixons Retail, 2016). The key challenges are coming from aggressive competitors as well as new entrants, and external business environmental forces such as political issues, economic and social issues, legal and environmental issues. Most importantly the technological issues and rapid development and advancement of several technologies and online tools are providing alternative choices to the consumers in the UK digital industry (Gerzema et al., 2014). Marketers are nowadays using more viral marketing techniques than ever before to attract their target and potential customers and improve their customer retention (Qualman, 2014). This is because viral marketing techniques are cheaper and easy to set up to attract potential and target customers (Yang and Allenby, 2013). However, many organizations including Vodafone are facing challenges in using the viral marketing techniques effective in terms of gaining improved customer retention (Hill et al., 2013). Thus, it has been an essential factor for the industry including Vodafone conduct a study on how these viral marketing tools can be used more effectively to improve customer retention.
1.4 Research aims and objectives
The main goal of the proposed research is to evaluate the effectiveness of viral marketing on customer retention in the perspective UK telecom industry. provide suggestions and guidelines for Vodafone to promote its digital products and service through effective viral marketing campaigns.
- To critically review the current literature on different kinds of marketing approaches to compare and contrast the effectiveness of viral marketing in terms of Vodafone business.
- To analyze the effectiveness of viral marketing campaigns in increasing customer retention in the customer view of Vodafone.
- To explore the markets and customer segments that can be attracted through viral marketing campaigns by Vodafone?
- To provide suggestions and guidelines for Vodafone to promote its digital products and service through effective viral marketing campaigns.
1.5 Research questions
How can Vodafone use viral marketing tools more effectively to improve its customer retention?
- Which method of viral marketing can be effective to improve the customer retention of Vodafone?
- Which customer segment or group can be focused on through viral marketing campaigns?
- How a consumer can get available information about their desire products and services through viral marketing campaigns provided by Vodafone?
1.6 Research hypothesis
- Viral marketing campaigns are cheaper and more effective than mass media marketing.
- Combine of viral marketing and conventional marketing can achieve Vodafone’s goals and objectives.
1.7 Significance of the study
The proposed study will be helpful for the UK digital industry including Vodafone. The study will provide suggestions and guidelines for Vodafone to promote its digital products and service through effective viral marketing campaigns. On the other hand, the proposed study will extend the researcher’s knowledge and understanding of how effective research can be conducted. In addition, the study will improve the researcher’s skills including computer skills, analytical and decision-making skills, problem-solving skills, management and leadership skills, reading and writing skills, and presentation skills.
2.0 Literature Review
This chapter has focused on a critical review of existing literature on the proposed research topic. As part of the literature review, the study first has focused on basic definitions of issues related to the research topic and discussed the interest of the selected subject. Secondly, the study has emphasized the research works what has already been done regarding the research topic. Then, the study has concluded a summary of research opportunities and objectives that emerged from the literature review. Finally, the study has illustrated a conceptual framework showing the relationship between key concepts.
2.2 Basic definitions of issues related to the research topic
2.2.1 What is viral marketing?
According to Wilson (2011), viral marketing refers strategy, which motivates peoples to transfer marketing messages to others. As Kozinets et al. (2014) notes, viral marketing is the intentional exposure and influence of customer communication and interaction by professional marketing strategies………………………..