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الرئيسية > What Role Do Social Network Co...>الوصف

What Role Do Social Network Communications Play In Driving Up Sales In The UK Retailer Sector In Apparels

المؤلف الرئيسي: Al Hubail, Eman Abd Alaziz A. (Author)
مؤلفين آخرين: Barn, Sukhbinder (Advisor)
التاريخ الميلادي: 2012
موقع: لندن
الصفحات: 1 - 79
رقم MD: 751897
نوع المحتوى: رسائل جامعية
اللغة: الإنجليزية
الدرجة العلمية: رسالة ماجستير
الجامعة: Middlesex University
الكلية: School of Business
الدولة: بريطانيا
قواعد المعلومات: +Dissertations
مواضيع:
الشبكة الاجتماعية
التسويق
إدارة الأعمال
رابط المحتوى:
صفحة العنوان     
المستخلص     
قائمة المحتويات     
24 صفحة الأولى     

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المستخلص: This study evaluates the ways in which social network communications (SNC) is used to reach consumers. This study looks at the literature surrounding the relationship between media communication, word of mouth (WOM) communication and electronic word of mouth (eWOM) communication and how SNC relate to them. We define SNC and consequently, a literature review is carried out to locate the origin of social network communications. More over, this study proceeds to look at the overall impact of SNC in driving up sales through marketing and communications strategies in the UK apparel and food sector. The Social Network Communication construct derives from the word of mouth communications traditions; particularly the electronic word of mouth (eWOM) communications. As result, companies are now adapting SNC to their marketing needs to drive up sales. Finally, a qualitative analysis is adopted to evaluate the impact of social networking communication on company marketing and communication strategies in the UK Apparel retail sector. In this study, the following research philosophy is employed such as, Explanatory and descriptive research approaches, quantitative and qualitative research methods are employed to collect the data primary from respondent by using the questionnaire as research instrument, respective target from UK population and quota sampling. This study looks at the impact of Social Network communications in marketing retail apparels and food products and their impact on sales in UK. Main research question broken down into five related questions and data was collected using the primary and secondary research approaches through targeted in-depth interviews in order to get the all-round understanding of the issues under investigation. A review of current theoretical constructs and viewpoints was combined with the collection of empirical data from 150 participants in the London area, aged between 18 – 64 who were currently active users of social media. Primarily, as social media is two way communications based, it is emerging as one of the cheapest and fastest way to get customers engaged and gets real-time customer feedback from the customers. This allows companies to quickly decode the message from the customers and come up with instant messages that are transformed into the actual response to the customers.

This study evidence, it’s clear that men and women have different online behaviour and their preferences on social media platforms are different. Men tend to follow LinkedIn and Twitter and women tend to follow Facebook and Pinterest. Retail organisations are aware that targeting women entails embracing the fact that women take coupons more seriously for than men when making purchase decisions. The research also found out that 68% women to 60% men are more likely to use coupons when online shopping to drive the bargains. Women in the ratio of 49% to 36% for men make online purchase decisions when there is a sale and take up incentives in the ratio of 33% to 23% women and men respectively. Retailers like Marks & Spencer apparels are adapting their social media strategies through the provision of online discount deals for its Twitter followers in order to generate traffic and sales. Social media also helps M&S to solicit customer viewpoints after purchase leading to M&S building significant customer insights at a relatively cheap cost compared to the traditional marketing approaches. The contribution of social media to actual pursing social media strategies are benefits associated with the social media. Companies like design measures beyond volume and consumer sentiment metrics to the actual measurement of how social media influences purchasing behaviour. These companies now coordinate talent, technology, tools and data across the organisation in order to leverage their social media marketing strategies.

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