Since the evolution of internet, various developments in field of information and technologies have been seen. Social media has become a ubiquitous part of daily life, but this growth and evolution has been in the works since the late 70s. From primitive days of newsgroups, LISTSERVS and the introduction of early chat rooms, social media has changed the way we communicate, gather and share information, and given rise to a connected global society(Ashley and Tuten, 2015). Social media websites such as Facebook, Twitter, Snapchat, and Instagram have gained popularity after 2010. Not only individuals but organisations has also greatly benefited from social media. As social media helps in interacting and communicating with each other organisations able to interact with consumers to gain their feedbacks and suggestions. There are approximately 2 billion people on one or many social media contributing one third of earth’s population(Stelzner, 2014). This gives an enormous opportunity to business organisations in promotion of goods and services. In this context, the present research study focuses on the impact of social media marketing in increasing the marketing and promotional activities of organisation.
Researcher selects Tesco for this research as it is one of the largest supermarket and retail organisation incorporating in United Kingdom. It has enormous customer base and utilised digital and advance technologies more appropriately and precisely. Researcher will create an argument in this proposal by conducting mini literature review. The motive of conducting literature review is to gather brief knowledge and understanding about social media marketing. Appropriate books, journals and articles will be selected and robust argument will create which helps in enhancing the knowledge level of end users and researcher. Researcher will also explain research methods which will be appropriate for present research study. Eventually, with the help of Gantt Chart, timeline and activities of research will be demonstrated by researcher.
Background of study
Social media has become essential part of individual life. Daily millions of people connect with each other using social media. By taking advantage of it marketers of today’s organisation have transformed it into a platform for promotion and marketing(Kim and Ko, 2012). It is cost effective, time saving and helps in delivering information to large number of populations. Researchers have examined the benefits of social media marketing enjoyed by the organisation. Researchers in their previous studies also investigated methods and applications which were used by organisations to promote goods and services. In present research, researcher will examine the influence of social media marketing in enriching marketing strategies of organisation by investigating on Tesco Plc.
Rationale of study
This research study will help in enriching the knowledge level of researcher by providing in depth knowledge about social media and social media marketing. Digital technologies greatly influenced the productivity and profitability of the organisation. Through this research researcher will be able to know more about Tesco which is one of the leading supermarket and retail organisation of United Kingdom. Researcher has to investigate the social media marketing approaches used by Tesco and conduct survey in the organisation. Thus this research provides opportunity to researcher as he or she will able to gain more knowledge of the organisation.
Aim and Objectives
The aim of this research is to analyse the impact of social media marketing done by marketers of Tesco in enhancing their marketing and promotional activities.
- The summarised objectives of the research are given below:
- To understand the social media marketing platforms and approaches used by organisation.
- To analyse the influence of social media marketing in enhancing promotion and marketing activities.
- To identify issues faced by organisation while using social media marketing.
- To recommend measures to Tesco so that they can make improvements in social media marketing.