Question:
You are also required to demonstrate knowledge of research methods applicable to a real-life business research. We expect you to read and reflect on at least ten recent refereed journal articles on your topic supported by any other evidence or information that can help identify the problem of your research and the methods of data collection and analysis.
Answer:
Problem Statement:
For a prolonged period of time, developing and sustaining brand loyalty are two of the highly crucial factors of market research (Erdo?mu? & Cicek, 2014). Market research utilizes various tools to monitor and maintain the brand loyalty in the market segment. With the emergence of internet, social media marketing have huge popularity as a mean to maintain brand loyalty of the consumers (Laroche, Habibi & Richard, 2013). Marketers are found to invest a huge amount of time as well as money on social media sites in order to develop and maintain brand loyalty (Balakrishnan, Dahnil and Yi, 2014). However, according to a good number of researchers, marketing through social media has the potential to adversely affect the brand loyalty of the consumers (Hollebeek, Glynn & Brodie, 2014). The purpose of the report is to find out the degree to which social media marketing is viable for enhancing and maintaining the brand loyalty of the organizations in Australia.
Research Aim And Objectives
The chief aim of the research is to identify and evaluate the impact of social media marketing on brand loyalty of Australian organization. The research objectives are as follows:
- To find out the beneficial effects of social media marketing on brand loyalty of Australian organization
- To discover out how social media marketing adversely affects the brand loyalty of an organization.
- To provide effective recommendation for eradicating the negative effect of social media marketing on brand equity
Methodology
Data collection
In order to conduct an in-depth research on the impact of social media marketing on brand loyalty, both primary as well as secondary data will be collected. For primary data, a open-ended interview with a selected group of sample will be conducted (Taylor, Bogdan & DeVault, 2015). A set of 5 questionnaires will be developed by the author in order to conduct the open-ended interview. For secondary data, 10 scholarly articles relevant to the research topic will be selected. Collecting both primary as well as secondary data will ensure more understanding of the research issue.
Sample selection
For sample selection of primary data, non-probability sampling is used. Non-probability sampling emphasizes the sampling method where the samples are gathered in a process that does not provide all the individuals equal opportunity to be selected (Lewis, 2015). Managers of 5 well-reputed organizations of Australia will be selected for primary data collection.
Data analysis
For analyzing the collected data, qualitative data analysis method will be conducted. Unlike the quantitative analysis method, qualitative analysis will enable the researcher to gain an in depth understanding of underlying reasons, motivations and opinions (Silverman, 2016).
Ethical consideration
While conducting the research, the author will ensure that no falsification or fabrication of data has taken place throughout the research. Secondly, the identity of the samples and the organization will be kept confidential (Mills & Birks, 2014). Ethical behavior will be maintained for cooperative work because it persuades an environment of faith, responsibility, and mutual respect among researchers. This is especially crucial in issues like data sharing, co-authorship, confidentiality and copy right guidelines.
Gantt Chart
| 1-2 months | 2-3 months | 2-3 months | 2-3 months | 2-3 months | 2-3 months | 2-3 months | 2-3 months | |
| Identification of the research area | ||||||||
| Formulation of the research questions | ||||||||
| Selection of sample | ||||||||
| Conducting data collection | ||||||||
| Literature review | ||||||||
| Data analysis | ||||||||
| Writing the first draft | ||||||||
| Writing the final draft |
Expected Outcome
Considering the fact that social media marketing is one of the most popular and used methods for enhancing consumer base as well as brand loyalty, it is expected that social media does impose positive impact on brand loyalty of Australian organizations. Moreover, with the help of this research, it is expected that the researcher will be able to understand the demerits of social media marketing and provide effective recommendation to eradicate the mentioned issue.
References
Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia-Social and Behavioral Sciences, 148, 177-185.
Erdo?mu?, ?. E., & Cicek, M. (2014). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International Journal of Information Management, 33(1), 76-82.
Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 16(4), 473-475.
Mills, J., & Birks, M. (2014). Qualitative methodology: A practical guide. Sage.
Silverman, D. (Ed.). (2016). Qualitative research. Sage.
Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.
Bibliography
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161.
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68-76.
Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344.
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