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Investigating the effectiveness of Social Media as platform for business in domain of Marketing

Submitted by : Fahad Al Qahtany Student ID:

Contents
1. 2. 3. 4. Context of the Research:..................................................................................................... 3 Introduction: ....................................................................................................................... 3 Research Rationale: ............................................................................................................ 4 Research Methodology: ...................................................................................................... 5 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 Research Question: ...................................................................................................... 5 Research Aim and Objectives: .................................................................................... 5 Qualitative and Quantitative Research. ....................................................................... 5 Primary and Secondary Data: ...................................................................................... 6 Research Sample: ........................................................................................................ 6 Research Tool or Instrument: ...................................................................................... 6 Research Population: ................................................................................................... 6 Research Ethics: .......................................................................................................... 6 Research Limitations: .................................................................................................. 7

1. Context of the Research:


As traditional media falls out of favour, social media has risen to replace it. In order to protect existing investment in marketing and maintain relevancy, it is necessary to engage with the audience in the medium they are using. Social media focuses on the individual and his world. In order to enter this circle it is necessary for company to insert itself into consumer's circle of trust. When company engage customers in social media, there is an opportunity for dialogue. Dialogue creates trust between the brand and the consumer as long as it is not used for deception. The other benefit of engaging in dialogue with consumers is that the company has opportunity to gain feedback on its activities and products, gain more detailed knowledge and insight about the consumer groups that are attracted to the brand and products, this knowledge can be used effectively in other contexts. The following proposed research is designed in the similar domain to evaluate the effectiveness of the Social Media as platform for small business that is trading in the ethnic food.

2. Introduction:
Extensive use of Information Technology provides people with the ability to integrate and share information with a large part of the world's population in practice regardless of time and place. No one would deny that Information Technology has changed how people interact with each other. Various online platforms have been created to gather, host and facilitate human social activities in cyberspace. The popularity of these online communities became bigger with expansion of Internet coverage around the world, especially among young people, who are born with computers in their home and accepting digital communication as natural dogma. Development of electronic communications enables access to and participation in information systems, not only in the metropolitan areas but also to habitants in remote districts as well. This access to global data feeds melts urban and rural viewpoints into the global stage and makes the world a much smaller place, where people are involved with many different communities, and become able to easily form all manner of connections, gather into groups around common interests, ideas and values. These groups form large and influential

consumer groups which communicate their opinions, experiences and expectations taken from their everyday experiences on digital media. The proposed research deals in the domain of social media and its impact on the business development of a Small Business in London Luton Area. The current research will take a Action research approach. In this research a Arab Restaurant/Bakery will be selected that does not use the Social media for marketing. Then a marketing campaign will be design and executed for this research over the period of two months. Later, structured interview of the owned will

3. Research Rationale:
Social media platforms have become an active and important part of our everyday lives. The increasing number of people connecting to the social networks on Facebook, Twitter, YouTube and others, opens up new, unexplored opportunities for businesses. In the past few years development and usage of social media exploded and it is still growing, attracting private users and business to connect to social network sites, whose values grows with the number of users and the connections between them. This process opens up new opportunities for businesses to leverage digital content delivery technologies through social media: Transparency - to get in touch with the customer directly and receive direct and honest feedback about the products or services Customisation - gather data from customers in order to target them better with more focus on consumers' needs and desires Promotion social media is another communication channel that can be used to send the brand's message to a broader audience

4. Research Methodology:

4.1

Research Question:

How social media can be used as platform for marketing by Small businesses trading in ethnic food at London Luton area?

4.2

Research Aim and Objectives:

The aim of this research is To investigate the importance of the Social Media as platform for small business in order to execute their marketing campaigns In order to attain this aim, following research objectives are suggested To critically evaluate the literature in subject area of Social Media and its impact on the business through marketing. To develop a marketing campaign that can be executed through social media for an Arab Restaurant/Bakery over Facebook. To qualitatively map the impact of the executed marketing campaign on the growth of the business in terms of customers and sales? To suggest set of recommendation for Arab Restaurant/Bakery operating in London Luton area to effectively use Social Media for their marketing.

4.3

Qualitative and Quantitative Research.

It is proposed that the primary research will be conducted through Qualitative approach. The quantitative research can also be included but on account of the permission and acceptance of the owner/manager of the Subject Company. The quantitative research will include the impact of the marketing campaign on the sales of the research sample.

4.4

Primary and Secondary Data:

For the purpose of this research both primary and secondary research will be conducted. For the purpose of secondary data research, academic and reliable information sources will be researched. Both qualitative and quantitative information will be sourced within the domain of the Social Media and its impact on the business. The major contribution of the secondary data towards this research will be in form of the literature review. Towards the primary data research following research design is proposed.

4.5

Research Sample:

An Arab Restaurant/Bakery will be selected in the region of Luton and London as our research sample. The Restaurant/Bakery will be selected on the basis that it is not engaged in any social media marketing currently . A Facebook page will be created for this business and a marketing campaign will be executed for 2 months period.

4.6

Research Tool or Instrument:

Two qualitative structured interviews will be conducted with the owner or CEO of the Arab restaurant/bakery. The first interview will be conducted prior to marketing campaign is run on Facebook for this restaurant. And second Interview will be taken after the completion of the campaign.

4.7

Research Population:

The findings of this research will be applicable for all the Arab restaurants operating in South East England and are not engaged in the Social Media marketing. For the Arab restaurants that are currently using Social Media marketing, the findings of this research will help them to leverage the platform of Social Media more effectively.

4.8

Research Ethics:

Any form of secondary data used in this research will be references as according to the standards of University of Bedfordshire. The research participants will be thoroughly

informed about the nature and scope this research prior collection of data. The participants will also be informed about their rights to withdraw their participation towards this research. Any personal information about the participant will not be disclosed including the customers on the Facebook Page.

4.9

Research Limitations:

The current research has certain limitation related to the following areas of research Limited Sample Size may limit the implications of the results. Design of Marketing Campaign on Social Media may restrict the impact of the Social Media as platform. Only Facebook is selected from complete Social Media Package, whereas social media is a complete package of different tools i.e. YouTube. Twitter and others.