Table of Contents
1.2 Research Background.
1.3 Research rationale.
1.4 Purpose for undertaking the study.
1.5 Research Problem.
1.6 Research questions.
1.7 Research objectives.
1.8 Significance of the study.
2.0 Literature Review.
2.2 What is Social Media?.
2.3 How Social Media is effective in business?.
2.4 What is brand awareness?.
2.5 Factors that affect a business’s brand awareness.
2.6 Impact of brand awareness on business performance.
2.7 Impact of social media marketing on business brand awareness.
2.8 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.
4.0 Realistic timelines.
Brand awareness is an extent that enables customers to identify or recognize a brand (Huang, 2015). Social media has the power to impact how businesses improve their brand awareness. Positive recommendations and favorable product reviews have the ability to attract customers and give an idea about the brand. In another word, social media can easily promote the brand to a global audience (Social Media Examiner, 2017).
1.2 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).
1.3 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 effective media 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 side of social media marketing before in their businesses (Kaplan and Haenlein, 2017).
1.4 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’s minds, it faces difficulties to gain sustainable competitive advantages (Huang, 2015).
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 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?
1.6 Research purpose and objectives
The purpose of this study is to analyze how social media activities affect brand awareness. Based on the finding, 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?
1.7 Significance of the study
As Morrison faces challenges in the competitive market, it needs more efficient marketing tools to compete with these market competitors. Social media can help build up the brand’s awareness by cooperating the core values to a larger audience. However, many businesses are facing challenges in using social media to promote their brand. The finding of this study will contribute in the way of using social media marketing to UK retailers to increase their brand awareness.
2.0 Literature Review
Ebrahim (2014) said that a literature review refers to the studies of previous data, theoretical underpinning and frameworks developed by the previous researcher’s overtimes. A literature review can be a general summary of previous sources of data, but it generally has an executive pattern (Charles, 2016). According to Ebrahim (2014), a literature review is a repetition of important sources of information. This chapter conducts a study on the literature of the research subject. This research mainly emphasizes the two variables that are defined in the subject: social media as marketing tools (independent variable) and brand awareness (dependent variable). The first section of this section focuses on the independent variable (social media marketing). And the second section emphasizes the dependent variable (brand awareness). Lastly, the chapter has developed a conceptual structure and outlines literature gaps…………………….