Creating an Overview: Acknowledgements to Executive Summary Paper Example

Executive Summary

In recent years, social media has become a significant aspect of the field of marketing. This dissertation is a theoretical work that will be based on the analytical research approach. In doing so, the analysis of using social media as a tool for brand awareness will be used in this study. This particular dissertation aims to prove how recruitment companies in the UK can get more likes on Facebook and Twitter and how the activities of social media enhance the exposure of branding through analytical research. Some recruitment companies keep social media up to date for brand awareness but struggle to improve their ratings on google and likes on FB ad Twitter. Some of these companies include Impellam, Adecco, Airswift, and Antal International company (BOWEN & OZUEM, 2015). People worldwide have adopted social media to create and establish a social network or social relations with other people who have a standard or similar activity. Companies have used social media to brand their commodities through platforms such as Twitter and Facebook (HINCHCLIFFE, 2004). Additionally, millions of people globally use social media platform to link with others and share information regarding the product there are producing or selling (TUTEN, 2008).

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There are two broad classifications of social media, namely digital immigrants and digital natives. To begin with, digital natives are users who were born after 1980, which means they started using social media after they found it (SAFKO & BRAKE, 2009). On the other hand, digital immigrants are the users who were born before 1980, and hence they adopted the social media platform. Among the common examples of social media platforms that are usually used for branding particular in the UK include LinkedIn, Pinterest, Facebook, and Twitter. In the contemporary world, social media has turn out to be an integral part of life online as an application proliferate and social website (VALKENBURG & PIOTROWSKI, 2017). The main reason why companies have adopted social media is for customers' engagement and branding of their products and services. In doing so, people who use social media give likes or comments on the products being advertised and express their views. Furthermore, people share their feelings on the advertised products to their friends, colleagues, family members meaning that more clients and customers are engaged. Therefore, the ultimate goal of the company is to serve.

Social media marketing can be grounded not only on the size of a company’s followers but also on the feedback given by these companies regarding the commodities and services they provide (PENA ACUNA, 2018). Moreover, how they recommend a company to their customers means a lot in branding of the company and how many followers the company can maintain. Therefore, there is a correlation between the effectiveness of social media and the engagement of the customers. The quality of content and services within the company, customer experience, and frequency of visits significantly influence customer engagement (ANDERSON, 2010). Customer engagement can be termed as a communication link that exists between customers and a company or branding of the company through several channels of communication. This link between the company and its customers is what creates the branding of the company. There exists substantial difference that exists between online and offline customer engagement. Online customer engagement can be referred to as a social sensation that becomes the mainstream with the vast application of the internet in the late 1990s (KAPLAN & NORTON, 2001). Today, there has been a rapid development in broadband speed.

1.0 Main Report

1.1 Secondary Research Methodology

The goal of this study will be analyzed with the help of primary and secondary research data. The secondary data will help establish how social media activities enable companies to brand their commodities and services. The research method will be the analytical approach method. The study should establish how recruitment companies in the UK get likes and views through Facebook and Twitter, which brands these companies. Companies used for this dissemination will be within the UK since this is the area of focus. This research's secondary data should be carried out by a reading of many documents like books, journals, interview transcripts, company newsletters, and industry reports. In the same note, secondary data will be carried out by looking at websites, achievements of various industries, websites, and case studies. The data collected was then analyzed and a conclusion made on how companies use social media as a brand tool for the products they offer and produce.

Various websites contained relevant data and information concerning how social media's implementation in the market industry has helped to brand companies in the UK, including The Camouflage Company and The Avocado Company. After the appropriate location of the data, the data was then used according to the research requirements, at the same time, creating reports with the use of a competitive analysis model. Primary Research methodology

1.2 Qualitative Interviews

1.2.1 Data Collection Method

The application of a qualitative study technique was important in this section to gather data and information on companies' social media activities to brand their commodities and services. In search of qualitative data to understand how these companies employ social media platforms in the market, two qualitative interviews were conducted with the key staff members of these companies. One of them was conducted on a potential customer who has been using social media to acquire information on the product these companies are producing. The two interviews used in this research will be significant in conducting exploratory research to formulate problems associated with social media as a platform for company advertisement.

1.2.2 Interview Questions

Both the in-depth and semi-structure interviews were conducted to gather data and information on how to implement social media brand companies. The questions in the qualitative interviews were asked to the targeted population in a semi-structured manner. The questions that were asked had themes associated with it, though with minimal probes, which helped the interviewer go into the topic's depth while carrying out the interviews. According to PENA ACUNA (2018), the deductive method can apply the existing theories to develop research questions and objectives. He also added that theoretical propositions and framework are essential in the organization of data and analysis. Similarly, the deductive method was applied in consideration while establishing the questions that were to be used during the interview and analyzing them accordingly.

1.2.3 Data Analysis Method

Once the qualitative interview was carried out, the data collected was then analyzed, which was done according to qualitative data analysis stages. The merits of this particular method are that is helped in transcribing the information collected from the interviews. The two-interview conducted were later taken to identify information related to the main themes and code it.

1.3 Research Ethics

As a researcher, it is essential to comprehend the importance of ethics and approach before conducting any research. This implies that any person conducting research should adhere to the DMU guidelines. Therefore, an ethical form is created, which acts as a moral duty of the researcher according to the university regulations.

1.4 Quantitative Surveys

During the research, a quantitative survey was formulated and used to collect data on how social media activities are used to brand companies in the United Kingdom. Therefore, a quantitative survey questionnaire was adopted to roll out with the UK existing customers using social media as a platform where they acquired information on commodities they needed. The survey aimed to enable proper comparisons by creating a statistical relationship between qualitative, quantitative, and secondary data.

The questions formulated were developed through a proper approach by taking consent to use social media as a mean of advisement. After establishing the merits of using Facebook and Twitter in the company to brand their products, a questionnaire was developed. Before taking the questionnaire to the companies' customers and managers, a trail test was done to analyze the time required to fill the questionnaire to avoid wastage of time. Additionally, a perfect attachment was developed, which comprised of participation brief. The attachment was then delivered to customers, although very few reverts were received over the prescribed time. From this feedback, it was later concluded that it was tough for the research to be conducted around quantitative data due to a smaller number of respondents.

2.0 Secondary Reaserch Finding

2.1 Features of Social Media

From the research conducted, it is was established that social media are media that can be considered to have been characterized by a high degree of interactivity, using widely available and extensive communication techniques. This implies that social media is grounded on network basis, often mobile technologies, changing the dimension of communication.