Dissertation Raj (2) .Edited

Download as docx, pdf, or txt
Download as docx, pdf, or txt
You are on page 1of 32

An investigation of the impacts of social

media on business value and performance of


Tesco Plc
Table of Contents
1. Introduction.......................................................................................................................................4
1.1 Research Background..................................................................................................................4
1.2 Research Aims and Objectives.....................................................................................................4
1.3 Research Questions.....................................................................................................................4
1.4 Research Rationale......................................................................................................................4
1.5 Research Significance..................................................................................................................5
1.6 Research structure.......................................................................................................................5
2. Literature Review..............................................................................................................................6
2.1 Chapter Overview........................................................................................................................6
2.2 Significant Roles of social media on Retail Business System........................................................6
2.3 Enrichment of the Communication Process for Using the Social Media Platform in an
Organizational Process......................................................................................................................7
2.4 Impact of social media on the Present and Future Promotional Activities on Retail Business
System 9
2.5 Effects of social media On Driving the Consumer and Attitudes and Motives...........................10
2.6 Effect of social media on business capabilities and performances............................................11
2.7 Literature Gap............................................................................................................................12
Methodology.......................................................................................................................................13
3.1 Chapter Overview......................................................................................................................13
3.2 Research Philosophy..................................................................................................................13
3.3 Research Approach....................................................................................................................13
3.4 Research Design.........................................................................................................................13
3.5 Research Sampling.....................................................................................................................14
3.6 Research Data Collection Process..............................................................................................14
3.7 Research Data Analysis Process.................................................................................................14
3.8 Ethical Consideration.................................................................................................................15
3.9 Summary....................................................................................................................................15
Chapter 4: Findings..............................................................................................................................16
4.1 Survey............................................................................................................................................16
4.2 Interview....................................................................................................................................20
4.3 Secondary Theoretical Analysis.................................................................................................22
Chapter 5: Discussions.........................................................................................................................24
5.1 Overview of the findings............................................................................................................24
5.2 Summarizations of the learning.................................................................................................26

Page | 2
Chapter 6: Conclusion..........................................................................................................................27
6.1 Conclusion.................................................................................................................................27
6.2 Research Limitations..................................................................................................................27
6.3 Future Research Prospects........................................................................................................28
References...........................................................................................................................................29

Page | 3
1. Introduction
1.1 Research Background
Modernization has brought with it the realization that the social media platform has a significant
impact on the progressive ramifications of the company. The use of social media apps may assist to
raise the visibility of a company across the world, which in turn helps to grow the organization’s
commercial units (Ramanathan, Subramanian, and Parrott, 2017). Therefore, Tesco PLC has
suggested the development of social media tactics that may significantly speed up the company’s
growth and profitability. Following the adoption of social media platforms, the entire operational
process of Tesco PLC is successfully coping with the situation of modernization of the worldwide
commercial sector, according to the company. It is the ideas of social media strategy that have
enriched the conceptions of business of the organizational platform, and it is expected that the
platform will become even better in the future.

Throughout the course of implementing social media business tactics, the firm has had no trouble
connecting with consumers all around the world. The corporate firm’s business portfolio is readily
comprehended by its consumers (Nash, 2019). Social media trends are popular things that quickly
capture any business and its associated individuals for the purpose of marketing the company’s
vision and services in front of a worldwide audience of potential consumers. Because of this, the
efficacy of social media platforms that have contributed to the enrichment of the operational
business system of Tesco PLC has been suggested in this study proposal. It has concentrated on how
the firm has integrated the methods of the social media system into their corporate entity in order
to significantly improve the overall performance of the business.

1.2 Research Aims and Objectives


The primary goal of this research work is to examine the extent to which the social media platform
has influenced the operational business system of Tesco PLC. In addition, it has assessed the current
and future potential of the company in terms of implementing social media business strategies. The
following research objectives are presented in order to achieve the aim:

 To identify the collision of social media on the retail business system of Tesco PLC.

 To understand the ramification of social media on customer relationship

 To evaluate the scopes of social media in the present and future context of the retailing system
of Tesco PLC.

1.3 Research Questions


Q1. What are the effective changes that have been seen in the operational process of Tesco PLC for
using the social media Strategy?

Q2. How social media enable Tesco PLC to communicate procedures with the customers?

Q3. What are the significant roles of social media approaches in the advertising process of the
company?

Q4. How social media has generated prolific advantages for the future scopes of Tesco PLC?

1.4 Research Rationale


Several retailing businesses have had to change their operational procedures in reaction to the
growth of social media platforms. Businesses of all sizes and types are affected by social media in a

Page | 4
variety of ways. As a consequence of social media, businesses must customize their brands, offer
their goods in a unique manner, and interact with consumers in a variety of various ways (Sadler and
Evans, 2016). The retailer acts as a link in between customer as well as the marketers, who already
are eventually interested in selling the products and services that the customer has purchased from
the store. When it comes to the organizational environment of Tesco PLC, the firm’s management
has also utilized social media tactics to inform consumers all over the globe about the company’s
business procedure. Tesco PLC is a public limited corporation (Mollah, 2014). This specific study is
examined and evaluated to determine the degree of implication and major functions played by
social media on the retail business system at Tesco PLC, which is substantial and reasonable.

1.5 Research Significance


The internet unites individuals all over the world, and social media is an integral part of the everyday
lives of millions of people all over the world. In recent years, social media has emerged as one of the
most significant elements of digital marketing, and it offers tremendous advantages to businesses by
allowing them to contact millions of consumers across the globe. They not only help in interacting
with customers, but they also aid in improving brand awareness, as well as generating business leads
and generating revenue for the organization (Muninger, Hammedi and Mahr, 2019). Because
anybody may now participate in social media marketing without making a large financial
commitment, it is considered to be one of the most cost-effective advertising approaches accessible
in today’s market. It is possible for companies to create an account and sign up for a free
membership on almost all social networking sites. As a result, being cost-effective is critical since it
provides for a greater return on investment and enables for a larger budget to be given to other
marketing and business expenditures, which is critical (Charoensukmongkol and Sasatanun, 2017).
When it comes to marketing on social media, one of the most convincing reasons in favor of
companies is the fact that their customers are already spending time on these platforms. Social
media is a great tool for connecting with and communicating with customers on a more personal
level, and it is becoming more popular. The results of simple surveys may be used to perform basic
market research in order to determine which social media networks the target audience likes to use.

Moreover, businesses may gain customers’ attention and successfully convey their brand message to
the general public by connecting with and engaging with them. Consequently, they will be able to
reach a bigger audience in real time and will have a more favorable competitive position in the
market (Helal, Ozuemand Lancaster, 2018). Taking into consideration all of these characteristics, it is
clear that the use of social media has its own set of advantages for companies that are looking for
improvement. Consider the example of Tesco, which is a huge retailing behemoth, and there is a
strong chance that social media is playing a role in the company’s increasing commercial success.
The following study sheds light on these critical aspects and aims to explain the main elements that
contribute to social media serving as a catalyst for company success, as well as the function that
social media plays for Tesco PLC.

1.6 Research structure


It is critical to design the research structure properly in order to get productive outcomes from the
study, since the research will be entirely dependent on the structure of the research. In order to
properly create the framework of the study, the research structure is primarily split into six chapters,
each of which is responsible for creating a methodical approach to the problem management
(Johnson, 1997). The following is a description of the research’s organizational structure:

I. The introduction is the first section of the research paper, and it is essentially the first
depiction of the whole topic. The second section of the research paper is the conclusion. The

Page | 5
introduction primarily serves to give readers with a general understanding of the subject as
well as its importance. In addition, it is subdivided into the following sections: context and
purpose of the study, research goals and objectives, research questions, reasoning behind
the research, and importance of the research.

II. The second part of the study comprises a survey of the literature, which includes views
expressed in research papers, newspapers, articles, and journals, among other sources.

III. The methodological section of the research is the third chapter of the study, and it is what
allows the study to have a high level of richness (Johnson, 1997). The methodology covers
the different techniques of data collecting and sampling, as well as the numerous methods
and processes for analysing the data that has been gathered.

IV. The key results of the research are presented in the fourth chapter, which is titled results.
The results section of the research paper usually discusses the overall aspect of the study
and concludes with a concluding remark on the subject matter of the study.

V. The fifth chapter of the study contains a discussion that, in general, ties every component of
the research together and gives explanation for the research findings (Johnson, 1997).

VI. The last chapter contains the conclusion and recommendation, which emphasizes the
overall perspective of the subject as well as providing answers to the problems raised by the
study. Conclusion and recommendation.

2. Literature Review
2.1 Chapter Overview
The following section encompasses a comprehensive evaluation of key theoretical insights and
arguments revolving the aspects of social media and its implications or use’s consequent effect on
the business prospects. Thereby, the literature will trace over key concepts of roles of social media o
retail business systems, its aid on business communication processes, promotional activities,
consumer attitudes and overall, the business capabilities and performances. The section also put
emphasis onto the key limitations of the literature as well.

2.2 Significant Roles of social media on Retail Business System


In the words of practitioners Kaplan and Haenlein (2010), "social media" refers to "a collection of
web-based apps" that is dependent on and promotes the creation and dissemination of user-
generated content. Sinclaire and Vogus adopt the O’Reilly definition of social media as "a broad term
that refers to software tools for creating user-generated, shared content." They agree that social
media is "a broad term that refers to software tools for creating user-generated, shared content"
(2011). Having user profiles and a way for users to interact with and make comments on other sites
is still required to meet the social network requirements for a social web site in order to qualify as a
social network. Social media websites and social networking sites are often used interchangeably in
the same sentence. While social media allows users to interact with one another and invite friends
and family members to join them in order to get guidance from experts, it is unique in that it allows
individuals to customize their accounts by adding extra material such as photos and videos (Kaplan
and Haenlein 2010). In light of this new perspective, we may think of social media as a platform
where individuals can participate in social networking, which has altered the way consumers get
information and make purchasing decisions. According to the findings of the study, customers’
marketing sense (CSM) is a major element in the comprehension of social media marketing by
consumers. In marketing, the phrase "C-shaped smile market" refers to how consumers perceive

Page | 6
marketing and the market as a whole (Mady, 2011). The way in which people see the market as a
whole will determine whether or not they are inspired to participate in consumption (Mady 2011). In
order to execute a successful social media marketing plan, clients must be open to technological
advances. Seemingly, several business studies showed that corporate social media initiatives provide
the anticipated business benefits that improve business intelligence. In the context of the retail
system, the social media platform has significant implications for the entire operational process of
the company, as explained by Charoensukmongkol and Sasatanun statement (2017). Social media
play a vital role in the growth of companies as they assist to enhance brand value and generate a
broad awareness among enterprises. Corporations may utilize social media for the promotion of a
product. On the other side, social trade, maybe, is the way forward. Social trade is a combination of
social networks with industry, often referred to as social procurement. It is a way of simplifying the
consumer buying procedure and improving the efficiency of social media advertising for companies.

The social media system has produced improved business methods among its consumers in the
commercial process of the firm. The business may simply promote the corporate purpose of
worldwide consumers via the usage of social media (Helal, Ozuem and Lancaster, 2018). On social
media pages, the Company has officially established websites generating the prolific organizing
situation. As a result, Tesco PLC has adopted the same idea as its planned company and services’
promotional efforts. The majority of retailers’ management has followed the social media trend that
may assist increase the amount of profit that affects improving financial stability.

The essential truth, however, is that social media are particularly useful in the promotional plan. For
its product advertising, the firm which expands its business services is utilized the social media
platform (Abbas et al., 2019). For instance, the business Marks & Spencer is a major UK dealer that
publishes their goods on the Instagram site. The product description and reviews have been
generated in the worldwide individuals’ entities. It has had a lengthy effect on the company’s
potential and durability.

The social media system produced improved approaches to the business of the consumers in the
company’s operational process. The business may simply promote the corporate purpose of
worldwide consumers via the usage of social media (Helal, Ozuem and Lancaster, 2018). On social
media pages, the Company has officially established websites generating the prolific organizing
situation. As a result, Tesco PLC has adopted the same idea as its planned company and services’
promotional efforts. The majority of retailers’ management has followed the social media trend that
may assist increase the amount of profit that affects improving financial stability.

The essential truth, however, is that social media are particularly useful in the promotional plan. For
its product advertising, the firm which expands its business services is utilized the social media
platform (Abbas et al., 2019). For instance, the business Marks & Spencer is a major UK dealer that
publishes their goods on the Instagram site. The product description and reviews have been
generated in the worldwide individuals’ entities. It has had a lengthy effect on the company’s
potential and credibility.

2.3 Enrichment of the Communication Process for Using the Social Media
Platform in an Organizational Process
According to Nisar, Prabhakar and Strakova (2017), the fast development in social communication
has altered the world perspective. The acceleration of communication has brought urgency and
people demand a sharing of their goods, a clear view of far-reaching regions and an improved
customized digital communication. Social media is an important part of the improvement of the
communication system in recent times. The popularity of users is growing fast every day as regards

Page | 7
social media. It is amazing that in the business environment social media tactics are constantly
expanding since they help the firm develop. The social media strategies within the retail sector play
a vital part in enhancing their communication systems for merchants and customers.

Instead of contacting, writing a letter or sending an email, many consumers prefer to contact
businesses through their social media profiles. Customers may engage with the business either
individually or publicly (Alalwan, 2018). Social media praises and criticizes products and customer
service. Such information may influence the public perception of the company as a result of online
publishing. Because small firms must be aware of internet reviews and other information, they need
to recognize these sources. Fast response to consumer complaints from Facebook and Twitter may
promote loyalty and enhance the image of the company.

As a consequence, Tesco PLC has severely affected the company’s productivity. The use of social
media in the pandemic environment of COVID-19 is mainly a strategic business plan (Nisar,
Prabhakar and Strakova, 2019). The local authorities at the world level are initiating several lock-
downs that create incomprehension. Social media platforms provide the opportunity to interact
between traders and customers. In this case, this has led to clarification of the effectiveness of retail
companies using social media platforms appropriately.

People without participating in technology use social media for communication, yet limitless
numbers of communication channels are available on social media (Gonzalez 2010). “User-generated
content” benefits brands by helping them create a social currency. All kinds of social media usage
that are widely used to refer to different sorts of publicly accessible, end user-generated media
material are considered to be user-generated content (Kaplan and Haenlein 2010). In this way, social
currency is generated when people exchange information about a brand or a brand-related subject
(Zinnbauer and Honer 2011). According to Bourdieu and Coleman (1977), social capital has a
significant impact on a brand’s overall success (1988). The term “social capital” refers to connections
established between individuals on a personal level and due to interactions between people
(Zinnbauer and Honer 2011). It also depends on the number of link connections the person can
successfully install (Bourdieu as cited in Zinnbauer and Honer 2011). Social networking is an
important aspect of consumer social interactions. “The brand’s total actual and prospective
resources derived from its presence in social networks and communities” (Zinnbauer and Honer
2011). The components of social currency include connection, dialogue, utility, advocacy,
information, and compensation (Zinnbauer and Honer 2011). (Zinnbauer and Honer 2011). The
researchers found that, although the six components of social currency affect brand loyalty, the
brand itself does not depend only on these characteristics to promote brand loyalty. The discovery
was made, however, that people’s day-to-day activities help create a brand. Consumer interactions
with similar brands, as well as consumers’ ability to contribute to brand image, become possible
when brands connect, engage, and appreciate each other.

In a few additional definitions, the expression has been described as user-generated content, which
includes situations in which individuals create a brand and use that brand to interact with other
parties in order to inform, persuade, or remind them (Campbell et al. 2011). CGA used the phrase
“vigilante marketing” by Muiz and Jensen Schau (2007) and Pehlivan, Sarican, and Berthon (2011).
To create the marketing plan for Vigilante, we have described their marketing strategy as ‘an unpaid
media campaign, involving grassroots promotional activities like one by one, one by many, and many
by 14 brand loyalists for the brand’ (Muiz and Jensen Schau 2007). Traditional marketing and CGA
coexist in the contemporary day, according to Campbell et al. (2011). This must be conveyed to
merchants since whether or not CGA benefits or damages conventional marketing is entirely

Page | 8
dependent on how it is presented to them. Cheong and Morrison (2010) study shown how a lack of
research on the reliability of user-generated content (UGC) substantiates the preceding claim,
showing that merchants should keep a close eye on and inspect UGC. People do a number of things
when using a digital device, including just consuming material, interacting, and exchanging
information, and helping other people with their activities (Heinonen 2011). Apple Corporation was
studied using a grounded theory methodology, especially in regards to CGA Firm Generated
Advertisers (FGA). The results discovered that CGA produces distinct discussion content with each
advertising kind (CGA or FGA). Also, because customers find CGA more engaging, they’ll spread the
ads, and so help grow the brand (Pehlivan, Sarican, and Berthon 2011). Another research by Choi
and Morrison (2008) compared college students’ thoughts on the differences between user-
generated content (UGC) and producer-generated content (PGC). In general, the research showed
that consumers put a greater value on information that they provide on goods, rather than
information that manufacturers provide on their own products. Customers read previous customers’
reviews to protect themselves against danger and acquire knowledge prior to purchasing.
Customers’ information appears to be more valuable than the amount of money advertisers spends
on ads (Cheong and Morrison 2008). A second follow-up study on the CGA issue was performed by
Taylor, Strutton, and Thompson (2012). Their studies have previously shown that announcements
that are more exciting raise CGA’s confidence in business-created advertising products. Despite
finding that sharing social media activities are driven by a desire for independence, Taylor, Strutton,
and Thompson found that such actions were not wholly autonomous (2012). The consumers’
preference for relevant online ads indicates their identity and tastes, thus they are more inclined to
share them with others. The symbolic qualities and self-expression of internet advertising should be
taken into consideration by advertisers, and advertisements should match with the target
customers’ self-concepts (Taylor, Strutton, and Thompson 2012). More or less, companies should
have comparable marketing strategies and marketing strategies should mirror the interests of the
target market. As is shown by all of the research results, social media is vital to internet marketing,
and all of the studies demonstrate this.

2.4 Impact of social media on the Present and Future Promotional Activities on
Retail Business System
According to the statement of Yadav and Rahman (2018), Retail organisations continuously discover
new methods of using social media to execute their marketing plans. Businesses used flyers
delivered via mail, TV ads and word of mouth before the advent of social media platforms. While
traditional marketing techniques continue to be helpful, companies can now utilise social media to
notify customers immediately about discounts, the introduction of new goods and special incentives.
Consuming companies may connect online and be updated of major innovations with their preferred
merchants. As per the statement of Ritter and Pedersen (2020), The approach numerous retail
companies interact with their consumers also impacts social media.

Many consumers choose to interact with a company via their social media profile rather than
phoning the shop, write a letter or send an email. Private messages may be sent or publicly posted
to the company by consumers. Consumers utilise social media to give good comments on items or
consumer support as well as unfavourable. When this data is posted online by a buyer, it may
influence the views of others who are linked to the profile of a company (Olanrewaju et al., 2020). In
particular, it is essential to be mindful of reviews and other information posted online for small
companies.

For instance, immediately reacting on Facebook or Twitter may trigger loyalty and enhance the
company image to address a consumer issue. Based on the statement of Ananda et al. (2019), The

Page | 9
way consumers see a company brand is affected by social media. Most consumers regarded
companies to be impersonal organizations until social media gained widespread. Nevertheless, a
new degree of communication among a company and its customers has been established via social
media. The kind of customers who interact with a social media company affects the manner in which
other prospective customers view the company brand. For instance, if a company selling sports
products primarily attracts customers in the 20s, other customers would more likely identify the
company with that generation.

As stated by Nash (2019), The best-known online merchants have made a smooth online shopping
process possible for a lively online tracking, which is engaged in and advocates social media. Over
the decades, the usage of social media by shops has changed considerably. Not long ago it was
sufficient to have a social media existence to provide a business a major edge. Consumer service was
enhanced with the opportunity to engage with consumers and opportunities. Nevertheless, the
emphasis on these networks was changed from communicating to consumers to sharing views and
encounters with brands as companies began to build visibility on the social connecting websites.

As merchants become more aware of the importance of social media in customer purchasing
decisions, resources for developing marketing approaches for social media that attract customers
and enable goods purchases are increasing. The major transformation for retainers with a visibility
on social media is a move from branding to leadership development and conversions, with the
arrival of new social commerce tools. Grewalet al. (2020) stated that retailers must include
supporters in developing their brands and anticipate that supporters will ultimately become paid
consumers. Social media have helped to narrow the distance among attracting and selling the
attention of customers. The faster the route from customer to goods, the greater the chances of a
company converting sales.

2.5 Effects of social media On Driving the Consumer and Attitudes and Motives
According to the viewpoint of Bazi, Filieri and Gorton (2020), the first major topic was the motivation
for customers or people to communicate with social media platforms the digital environment has
progressively changed in social media. Social media has become a key medium in the contemporary
world in all its many forms. Nevertheless, it is obvious that at the heart of everything there is a
desire for customers to investigate the use of new media and to become more inclusive in their
everyday life. The greatest benefit of social media is quick accessibility to data for its consumers.
With consumers continuously browsing an immense sea of data, social networks unavoidably
become a source of interest in an environment with a deficiency.

As per the viewpoint of Borges-Tiago, Tiago and Cosme(2019), in addition, many studies have shown
that social media may create a group that enables individuals interact on an intimate level. The new
social media allows people to cooperate and generate content via simple interactions. The Web has
seen many kinds of platforms that fulfil various customer requirements since the beginning of social
media. The ability to utilise one’s imagination has contributed to the growth of “personal
individuals,” who hold common thoughts and ideals and create a favourable conversation
environment. Social communication becomes a popular location for all individuals seeks to
disseminate the narrative of social growth via self-controlled methods.

Based on the viewpoint of Martín-Consuegra et al. (2019), some individuals may concentrate their
great vibes or ennui during the spare time on Social Media Platforms. Numerous studies have shown
that the use of social media frequently contributes to displacement of time. Often this  is regarded as
a way to build or engage with material that is unintentional for community development. So, people

Page | 10
that concentrate on escape may have long-term social media platforms comparing to those who do
not. Furthermore, social media may also be utilised as a way of escape from a bad mentality.

As per the suggesation by Hawlitschek, Teubner and Gimpel(2018), social media is very important to
customers when they want to raise attention of a certain product. They initiate looking for a solution
when they confront a difficulty. However, individuals often do not know what goods  or services their
issues would fix. Social media have led to the development of social evidence as a higher purchasing
power. Social evidence has developed because individuals have a propensity to mimic people’s
conduct or emulate those who affect them. Satisfied consumers prefer to love the goods with social
media loves, shares, evaluations and remarks (Johnson and Ranzini, 2018). Through posting
evaluations, remarks, likes, tweeting, and pinning from satisfied consumers, marketers boost social
spaces through generating brand confidence and increasing their exchange rate.

Kushwahet al. (2019) opined that several consumers of social media have joined up for organisations
and platforms engaged in social media. The effect on their purchasing behaviour is when customers
see advertisements, discounting and offers on social media. Social media is a low-cost tool that
allows businesses to contact thousands of engaged social media consumers instantly. Brands should
guarantee that target consumers discover, love and share their goods on social networking sites,
which assists to impact the behaviour of consumers.Marketing influencing your brand may be
successful by drawing more consumers. Many businesses substitute famous influencers for YouTube,
Instagram and Snapchat. These internet stars provide unvarnished product reviews and customers
adore it.

2.6 Effect of social media on business capabilities and performances


The effective impact of social media has been proved to be beneficial in transforming the business
landscape. It has been considered as one of the integral characteristics of digital marketing which
offers incredible benefits in order to attract enormous number of customers internationally. The
idea of internet particularly utilised to shape the business organisations through increasing its
business capabilities and developing organisational performance.

THE IMPACT OF SOCIAL MEDIA ON BUSINESS CAPABILITIES

According to the proposal made by Bria (2013), social media networks have shown to be
accommodating in facilitating business in order to become socially occupied, creating the newest
business model innovation based on the companies, and being socially occupied. It is undeniable
that social media has aided organizations in their efforts to establish a difficult working relationship.
As a matter of fact, social media has a significant effect on the ability of a specific organization to
expand its commercial capabilities. Business capabilities play an important role in the shaping of an
organization and the improvement of productivity via the use of various processes.

There are six significant factors of social media which are interrelated to the organisational
capabilities of particular company or an industry. The utilisation of theses considerable factors
through Web 2.0 tools will become accommodating to enhance the profitability of an organisation
by increasing the productivity of the employees.

 Collaboration and Communication: This will facilitate the organisation to improvise the
communication channel and to collaborate the employees with each other for a rapid
internationalisation of the business.

 Swift Application Improvement: Web 2.0 tool will be accommodating for “application
development’’ through the management of the services of third party an accumulation

Page | 11
suitable technology in order to develop the business capabilities. According to the
suggestion of Irbo and Mohammed, (2020), the ultimate purpose of this tool is to help
suppliers, customers and experts of a particular company in an effective manner in order to
maintain a rapid productivity. The efficient engagement of the consumers in the in the
procedure of product development will be helpful to reduce the rate of failure in a particular
organisation.

 Innovation: The utilisation of web 2.0 tools has been considered necessary for creating the
process of innovation in a rapid manner and that will be available on the market without
wasting time.

 Customer Relationship Management (CRM): Web 2.0 tools sustain the distribution of the
conservative CRM processes, altering them into CRM 2.0, through drawing and providing
explanations to consumer service troubles, utilising forums, wikis and others web 2.0 tools.

 Information Management: The utilisation of this significant tool can improve knowledge
management procedure which is indeed necessary for gathering effective information for
conducting the business operation. The internal and external focuses of this tool will be
capable to increase the transference of information between employees and to enhance the
communication of supply chain management.

THE IMPACT OF SOCIAL MEDIA ON BUSINESS PERFORMANCE

Because of the popularity and economic significance of social media, it has been shown to be
advantageous in enabling an excessive quantity of immediate data, media goods, and efficient
information to be made available to the public. According to Tajvidi and Karami’s (2021) perspective,
the majority of businesses use social media as a tool to strengthen their connections with consumers
and to retain a strong brand image in the future. In reality, virtually every corporate organization
makes use of social media in order to promote innovation in their services and goods, as well as to
create job opportunities. The use of social media is hastening the arrival of boardroom meetings and
the creation of new possessions. According to the perspective of Shareef et al. (2019), it has been
generally noticed that the successful use of social media is changing the way businesses are
conducted and the final technique of perceiving the leader from lower to higher management levels.
As a result, although there are many substantial benefits to using social media to improve company
performance, leaders must nevertheless make use of social media for three primary reasons.

 They permit connecting in a swift manner and simultaneously with peers, employees,
clients, and the broader public to influence relationships, explain commitment to a reason,
and reveal an ability for suggestion.

 The effective utilisation of social media will be accommodating to offer a low cost, easiest
way to communicate the identity within and exterior of the company.

 It will provide opportunities to acquire knowledge from instant information and


unadulterated feedback.

2.7 Literature Gap


Throughout the discussion of the entire literature study, it becomes evaluated that the researcher
has covered almost all the aspects regarding the study topic, “An Investigation of the Impacts of
Social Media on Business Value and Performance of Tesco Plc”. Generally, the researcher has
demonstrated the knowledge regarding the significant role of social media on retail business system

Page | 12
and the enrichment of the communication process for using the social media platform in an
organisational process. Moreover, the researcher also has provided the information about the
impact of social media on the present and future promotional activities on retail business system
and the effectiveness of social media on driving consumer’s attitudes and motives. In addition to
this, the effectiveness of social media on the business capabilities and performances have been
generated in this study. However, there are still some gaps within the study that make a lacking in
the researcher. Fundamentally, the researcher has been unable to provide and interpret specific
information regarding an organisational context through effectively analysing and studying different
literary articles. If the researcher did this, then the study will be able to provide effective and specific
knowledge to the learners.

Methodology
3.1 Chapter Overview
This chapter will demonstrate the different aspects of a methodological approach in a
descriptive manner. However, the procedure here illustrated is a bit complex but the overall
structure of this methodology portrays or maintains a proper order. As a matter of fact, this
significant approach will be accommodating to identify the entire research and how it has
been accomplished. The research philosophy will demonstrate effective information related
to the research. The conduction of both interview and survey has been evaluated in this
research in order to obtain effective information and to implement them to resolve the
problematic situations regarding the topic.

3.2 Research Philosophy


The research philosophy of a methodological approach has been considered as the integral part of a
particular research. It contains efficient information and provides the researcher a set of values
interrelated to conducting the research in a successful manner. There are a number of significant
philosophical approaches which are considered accommodating for accomplishing a research. as a
matter of fact, the utilisation of appropriate philosophical approach will reveal the core insight of the
research along with illustrating the ultimate reason why this research approach is considered
helpful according to the researcher. It is indeed true that a proper research approach will decide or
elaborate the effectiveness of the research or how it will impact on various organisations. Therefore,
the utilisation of realism approach will be accommodating in order to illustrate a scientific inquiry
among the employees of the selected company through conducting a survey.

3.3 Research Approach


The research approach is a technique and process that starts with broad stages and ends with the
systemic collection, analysis, and fundamental goals of data. The research approach It is thus
depending on the topic of the research. The study may be interpreted through the inductive
approach depending on the data gathered and assessed by the investigator. It is the exact opposite
of an investigative deductive method. It explores a fresh theory in order to do so. In other words, it
concerns transitioning from particular findings to wider beliefs and theoretical frameworks through
time. It enables the scientific community to develop new ideas (Woiceshyn and Daellenbach, 2018).
This particular study has utilised an inductive technique of research since it includes the
establishment of a “An Investigation of the Impacts of Social Media on Business Value and
Performance of Tesco Plc”. In that situation, this specific study has utilised a deductive approach to
gradually ramify the research chosen. The deductive research method is most strongly linked with

Page | 13
scientific inquiry. The scientist examines previous work, assesses existing ideas about the
phenomena under investigation, and then evaluates hypotheses generated from them.

3.4 Research Design


The design of the research is a key part of the evaluation procedure. The study design technique
includes the methodical creation of methods that help the researchers in the correct conduct of this
research and the expected outcomes. In this instance, this study has implemented the descriptive
design of the research in order to obtain successful results. The descriptive study aims to describe a
population, situation, or phenomenon accurately and completely. It can respond to what, where,
when, and how, however not reasoning. In most cases, when such research is carried out, the
problem is already in its early stages. In some situations, a hybrid design approach may be used to
minimise biases. This method is utilised to provide numerical results when doing a method to data
analyses that is then employed in the comprehensive evaluation (Atmowardoyo, 2018). A typical
analytical procedure is the data analysis technique with a high level of data gathering and
assessment as the backbones.For this reason, researchers have used the descriptive design of
research to conduct the research in a thorough analysis in order to carry out this study effectively.
However, it has helped the author to understand his role as leadership in building workers’ culture
and drive.

3.5 Research Sampling


Another important element requiring proper research sample is trustworthiness. The character of a
thesis depends on facts and information collected from a number of sources. Consequently, the
random number misleads the investigator and skews the research, which means it is not appropriate
to collect data. In such a situation, the mixed technique will be performed using the main and
secondary quantitative procedure. The research often involves an extensive evaluation in order to
evaluate potential outcomes. Sample identification is the most essential element of evaluation in
order to get accurate data on a subject. The nature of the research is based on a large number of
factors and documents accessible (Lehdonvirtaet al., 2021). For the conduct of the research, two
data collection methods were employed. Two important materials were also evaluated in order to
get precise and accurate data. In addition, the non-probabilistic sample would be used to choose
managers since their participation in the trial depends on their accessibility. In comparison, non-
probabilistic sampling aims to select employees so as to provide all workers equal opportunities to
participate without bias. The technique has been used for a survey of Tesco PLC’s 20 workers and an
interview with Tesco PLC’s three reputable managers.

3.6 Research Data Collection Process


Data collection is a methodical process of analysing and congregating specific information in order to
extend solutions to pertinent questions. As a matter of fact, the data collection procedure will
illustrate several significant processes of the research by providing a way of gathering efficient data
for the research. The process is based on simple approaches and reveals detailed information about
the entire project. The research contains primary and secondary data along with a significant
illustration of qualitative and quantitative data (Raj, 2020). This procedure of gathering data is
indeed appropriate for scheming and organising the project in an effective manner.

In this research, the quantitative method will provide a survey among 20 employees of Tesco PLC.
On the other hand, the qualitative method will be accommodating to conduct the interview among
the 3 respective managers of the company. Primary Quantitative research will include gathering
information through field operation of doing the survey to collect the data directly rather than from

Page | 14
previous researches. The primary qualitative will be accommodating in conducting the research in an
effective manner.

3.7 Research Data Analysis Process


The process of data analysis is a systematic technique in order to evaluate, illustrate and
condense data. As a matter of fact, the process of data analysis has been proved to be
accommodating for the researcher to decrease a huge number of information by
transferring it into smaller remains. The data analysis process includes the major
problematic situations regarding the issue statement. As a matter of fact, it is indeed
necessary for understanding the significance of the process for accomplishing the research.
it has been observed largely that the analysis of business system of Tesco illustrates
different aspects including comparisons and evaluation.
The research will provide work for two separate data analysis procedures which are content analysis
and narrative analysis. Usually, content analysis will exploit to analyze data assemble from
qualitative foundations; on the other hand, the narrative analysis will be accommodating to analyse
quantitative data.

3.8 Ethical Consideration


Terms of ethical concerns constitute one of the most important aspects of the examination.
Furthermore, if this feature is absent, research papers cannot be accomplished. Research
participants should voluntarily participate in the research. In furthermore, participants may retire at
any moment from the research. For the quantitative approach in this instance in order to
understand the effects of involvement, researchers offer sufficient data and assurances about their
involvement in enlightened agreement ideas, and to make an educated and free decision whether or
not to engage, without succumbing to stress and coercion. Recipients have crucial secrecy and
impenetrability (Gauttier, 2019). In surveys and questionnaire questions, the deployment of insults,
discriminating, or inadequate wording should be eliminated. The most credible level in discussions
and evaluations is crucial across the research. In addition, the qualitative technique is used to
properly utilise content to acquire and collect data from the respective online sources.

All forms of deception and distorted presentation of the primary data results must be prevented. In
general, the features of the structure and process must be reflected in rigorous directives and rules.
A number of practical criteria have been fulfilled while conducting out research ethics, as standards
and ideas are often used as research objectives. The scientists recorded and kept their knowledge
secure from the ideas of ethics of research. Ethical analysis is not intended to impede or disturb
respondents’ ideas. The thesis investigated ethics and morality according to the parameters of the
research (Crespi-Abril and Rubilar, 2021). The business participating in the investigation should be
legitimate and lawful. The respondents agreed with their ideas and views when they get responses
from the questionnaire. In compliance with the “Ethical Resources Directives,” the researchers have
implemented adequate ecological and security measures.

Moreover, when gathering the necessary data, study has guaranteed copyright for each paper,
journal and publication. The goal was in particular to prevent the sharing of sensitive information
and thus to eliminate human dignity. The Research Format’s basic purpose is to ensure that all
research operations are responsible and responsive (Cammaerts, 2020). Two stringent ethical norms
or rules support the agreement and innovative safety. Ethical counsel of primary importance is seen
as secrecy and appropriate protection for data gathering and compilation. Indeed, a company
identity is handled privately in compliance with the rules on ethics for studies.

Page | 15
3.9 Summary
During the accomplishment and conduction of the entire study of the research, the methods that
have been utilised in this research study makes more potential and credible to gather a vast range of
significant knowledge by the learners and the other researchers. Moreover, currently, social media
platform generally plays the most significant role in order to develop the performance of the retail
businesses in the market. Through this, by utilising the primary qualitative and primary quantitative
methods within this study, the researcher has been able to proficiently analyse the authentic and
most appropriate knowledge and information regarding the impact of social media on the business
value and performance of Tesco Plc.

Chapter 4: Findings
4.1 Survey
The survey was generally conducted between 20 employees of the organisation Tesco plc to analyse
the impact of social media on performance and business value of the organisation. Therefore, the
survey questions generally began with demographic questions following the main topic which
typically throws light on the effectiveness of Tesco’s social media use in generating brand awareness
and growing performance.

1. What is your age?

The very first question of the survey was concerning the age of the participants participating in the
survey. It was generally found that 25% of the participants were generally aged between 18-28
years, 50 % of the participants were aged between 28-38 years, 15% of the employees participating
in the survey was aged between 38-48 years and the rest 10% were aged above 48. Thus, it can be
clearly seen that the majority of the participants that took place in the survey was aged between 28-
38years.

2. What is your gender?

Page | 16
The second question of the survey was concerning the gender of the participants participating in the
survey. It was generally found that 50% of the participants were generally male, 45% of the
participants were female and the rest 5% preferred not to disclose their gender. Thus, it can be
clearly seen that majority of respondents participating in the survey were generally male.

3. Do you feel social media have significantly impacted the business values of Tesco?

The next question of the survey was concerning if the participants feel that social media have
significantly impacted the business values of Tesco. The results clearly conveyed that 40% of the
respondents strongly agreed to this question, 30% of the respondents agreed to this question, 25%
of the respondents remained neutral to this question, 5% of the respondents disagreed to the
question and none of them strongly disagreed to this question. Thus, the results clearly indicate that
social media have significantly impacted the business values of the retail giant, Tesco PLC.

4. Does social media helps create brand awareness for your organisation?

Page | 17
The next question of the survey was concerning if the participants feel social media helps create
brand awareness for their organisation. In response to this question, it was generally found 25% of
the respondents strongly agreed to this question, 40% of the respondents agreed to this question,
25% of the respondents remained neutral to this question, 10% of the respondents disagreed and
none of them strongly disagreed to this question. Thus, the results clearly indicate that social media
have helped create brand awareness for the organisation.

5. Do you think that your organisation got benefits and customer involvement by using social
media strategy?

The next question of the survey was concerning if the participants think that their organisation got
benefits and customer involvement by using social media strategy. In response to this question, it
was generally found 25% of the respondents strongly agreed to this question, 50% of the
respondents agreed to this question, 20% of the respondents remained neutral to this question, 10%
of the respondents disagreed and none of them strongly disagreed to this question. Thus, the results
clearly indicate that Tesco got benefits and customer involvement by using social media strategy.

6. What is the fundamental reason behind using social media platform by your organisation?

Page | 18
The next question of the survey was about What is the fundamental reason behind using social
media platform by their organisation. In response to this question, 15% of the respondents claimed
operating business in the pandemic situation, 50% of the respondents agreed to enhancing brand
awareness, 15% claimed the reason to be enhancing consumer engagement and the rest 205
claimed the reason as innovating business operation. Thus, the majority of the respondents in the
survey claimed that Tesco uses social media to enhance its brand awareness among the customers.

7. What do you think, which particular social media platform your organisation prefers during its
business operation?

The next question of the survey was about which particular social media platform your organisation
prefers during its business operation. In response to this question, it was found that 355 of the
participants agreed on Facebook. 35% of the respondents agreed on Instagram, 20% claimed
YouTube and the rest 10% agreed on Pinterest. Thus, from the results of the survey it can be clearly
noted that majority of the respondents think Tesco mostly uses Instagram for its business operation
and communication.

8. Do you feel Tesco should further improve its involvement in social media strategy to enhance
brand awareness?

Page | 19
The next question of the survey was about if the respondents feel Tesco should further improve its
involvement in social media strategy to enhance brand awareness. In response to this question, it
was generally found 25% of the respondents strongly agreed to this question, 30% of the
respondents agreed to this question, 35% of the respondents remained neutral to this question, 10%
of the respondents disagreed and none of them strongly disagreed to this question. Thus, the results
of the survey indicates that majority of the participants were neutral to this question.

4.2 Interview
For obtaining fruitful outcomes and collecting effective information, a structured interview was
mainly conducted among three general managers of Tesco Plc. For the conduction of structured
interview, a similar question set was prepared and provided to all of them that in turn helped in
deriving authentic and legitimate information concerning the research topic.

Q1. How has social media enabled Tesco PLC to communicate procedures with the customers?

Interviewee 1: The usage of social media in the pandemic context of COVID-19, in my opinion, is
primarily a strategic business strategy for the organisation. Several lock-downs are being
implemented by local authorities across the globe, which is causing confusion. Tesco can engage
with merchants and consumers via social media sites, which are becoming more popular. In this
particular instance, it has resulted in a better understanding of the efficacy of retail businesses in
using social media platforms properly.

Interviewee 2: Instead of contacting the store, writing a letter, or sending an email, many customers
choose to interact with businesses via their social media profiles. Consumers may send emails to the
business or publicly publish messages just on company’s website. Customers use social media to
express their positive opinions on products or customer service, as well as their negative opinions.
Whenever this information is shared online by a buyer, it has the potential to affect the opinions of
others who are connected to the company’s strengths and weaknesses. In particular, it is critical to
be aware of online reviews and other information that may be uploaded, since this information may
assist us in communicating with our consumers.

Interviewee 3: I believe that quickly responding on social media sites such as Facebook or Twitter
may increase customer loyalty and increase the company’s image in response to a consumer

Page | 20
problem. Prior to the increasing popularity of social media, the majority of customers viewed
businesses as impersonal entities. In spite of this, social media enables a new level of interaction
between a business and its consumers. It was shown that the kind of consumers that engage with a
social media company has an impact on how other potential customers perceive the company’s
brand. Through the use of social media platforms such as Facebook, Twitter, etc the company tends
to communicates its brand message to the customers that in turn helps the brand develop customer
loyalty.

Q2. How has social media contributed in enhancing brand awareness and brand value of Tesco?

Interviewee 1: I believe that social media enhances the amount of publicity a business gets as well
as the quantity of traffic it receives. Social media also aids in the development of devoted followers
and also the generation of leads. Being active on social media helps brands to establish new
connections, cut marketing expenses, and increase sales. Tesco focuses a strong focus on responding
to consumer questions on a large number of Facebook sites, which number in the thousands. It also
has a Pinterest account, where it pushes recipes, healthy lifestyle tips, and gardening ideas, among
other things, and spends a considerable amount of time on Google +.

Interviewee 2: When it comes to building brand recognition, social media has proved to be an
important tool, whether through the use of influencers, recommendations, or just by generating
higher material yourself. The reason for this is that social media is an excellent platform for
businesses to retain client connections while also improve their chances of being discovered by new
leads. Several of our social media profiles are handled by Tesco Bank, and we check them on a 24-
hour basis. Our social media accounts are open to the public, which means that anybody may see
our tweets and posts, and also your tweets and posts directed towards us.

Interviewee 3: Tesco’s primary goal is provided value to customers’ lives in order to win their
lifelong loyalty. Tesco believes that its success relies dependent on people, both the customers who
buy with all of them and the employees who work for them. Tesco places an emphasis on internet
advertising campaigns for the aim of product promotion, such as the marketing of flowers and wine
during the Christmas season, chocolates for Valentine’s Day, and so on. Facebook and Twitter have a
stronger hand in building a deeper relationship with customers and in promoting Tesco’s advertising
campaign than other social media platforms. The business utilized social listening to determine what
its consumers wanted and then tailored its offerings to meet those desires.

Q3. How has social media been an effective tool for customer involvement in the current situation
of the pandemic?

Interviewee 1: Tesco performs its online marketing via a variety of methods, including online
advertising, sales promotions through direct e-mail, sales promotion, public relations, and
sponsorship. Furthermore, via the transmission of electronic word of mouth, online marketing
contributes significantly to the development of brand value. I believe that social media is a lifesaver
in the current pandemic scenario because it allows our company to remain connected with our
consumers via our social media platforms such as Facebook, Instagram, and other similar sites.

Interviewee 2: I feel instead of calling the shop, writing a letter, or sending an email, many
consumers choose to engage with companies via their social media accounts, which is particularly
important in a pandemic scenario like as this. Just by visiting the firm’s website, customers may send
emails to the company or post comments in a public forum. Social media is being used by customers
to communicate both their good and negative feelings about items and customer service. The fact
that a buyer has published this information online has the ability to influence the views of those who

Page | 21
are familiar with the company’s advantages and disadvantages, as well as the opinions of those who
are not. It is also important to be aware of online reviews and other information that may be posted,
since this information may be useful to us in interacting with our customers.

Interviewee 3: Tesco has found that social media has been an excellent tool for retaining customer
engagement while consumer purchasing habits have changed dramatically online. Since the virus has
spread, consumers are afraid to go outside. Tesco’s online shopping has enabled the firm to retain
its operations and profits even throughout the pandemic. Social media have hugely contributed its
effectiveness in contactless buying that in turn helps consumers to purchase their necessities from
their own home without the need of going out.

4.3 Secondary Theoretical Analysis


Tesco’s use of social media to attain consumer involvement:

Tesco introduced the Tesco Clubcard in response to the increasing use of computerized technologies
in its operations, particularly stock control, database management, and checkout operations. The
Tesco Clubcard enabled users to earn points every time they made at Tesco stores (Peeroo, Samy,
and Jones, 2019). While this required the customer to complete a brief enrollment process that
included providing the corporation with their name, phone number, and address details and even
the issuance of a personal card, it also meant that the company now had a dataset of loyal
customers, as well as every time these cards are being used by a consumer, Tesco might notify what
had been bought in order to determine the points while also making predictions about certain go-to
products (Tse et al., 2018). Customers who had the Clubcard were able to relate to Tesco on a more
personal level, but the underlying reason here would be the employment of this specific e-
commerce application, amongst others, which would have been a significant influence.

Tesco’s “Prices that take you back” campaign, which has been created to compete with discounters
during the company’s centennial year, targeted customers via a range of mediums. However, social
media proved to be a crucial battlefield, permitting Tesco and creative firm BBH to engage
consumers and increase the range of the campaign’s message significantly (Nastasoiu and
Vandenbosch, 2019). The business employed social listening to determine what its consumers
wanted and then tailored its offerings to meet those desires. With the general nostalgic theme in
mind, deals included a reduction in the price of Freddo chocolates to their original price of 10p,
while a competition to discover which vintage snack was superior, Skips or Frazzles, kept customers
occupied and entertained. It was successful in increasing engagement, sales and media coverage as
well as emphasizing a feeling of distinction between Tesco and the opposition, which was
represented by German bargain shops at the time of the activations.

Organic and paid engagement on social networking sites such as Facebook, Instagram, Pinterest, and
Snapchat worked very well, with unique creative materials created for each network separately. The
retailer’s goal was to get the whole country talking about its own value and to make its campaign
famous, and the emotional elements of the campaign assisted in accomplishing this goal ( Naeem,
2021). The selection of goods that evoked an emotional response from consumers increased the
overall effect of the approach. The campaign’s results have been seen almost immediately. Tesco
sold almost half a billion Freddo bars in a single week, prompting YouGov to conduct a poll on the
snack’s appeal throughout the country. With 455,000 votes cast in the ‘Snack that Takes You Back’
battle among Skips and Frazzles, the competition shattered performance records as well, and Tesco
achieved its highest-ever return on investment (Tse et al., 2018). Meanwhile, customer perceptions
of Tesco’s value for the money increased across the board, culminating in the store winning the 2020
Marketing Week Masters award for social media advertising in the process.

Page | 22
“For a price-focused campaign, it had outstanding innovation, understanding, and brand
development, which unexpectedly resulted in significant outcomes for a brand that was through a
difficult turnaround,” the judging panel said. Tesco also brought home the award for multichannel
marketing, and also the award for sponsoring and partner marketing, for its partnership with ITV and
Thames TV for the revival of Supermarket Sweep, which was shown on ITV and Thames Television
(Nastasoiu and Vandenbosch, 2019). Consumers who are aged or handicapped may buy in the
comfort of their own homes, and all consumers have access to a vast variety of suppliers from which
to select, resulting in greater customer empowerment. Increased customer service because
consumers can now access comprehensive information online, and smart employees can now
answer typical e-mail inquiries in seconds, leading to improved customer satisfaction. Additionally,
customer evaluations of goods bought on a website that have been published by other customers
may assist the consumer in making a purchasing choice (Aiello et al., 2020). The usage of telephones
and e-mail also has helped to enhance communications between businesses and their customers,
since most inquiries and queries are now sent directly via these media rather than through other
means.

Clubcard points are often offered in exchange for sharing tales on a variety of subjects, which Tesco
uses to encourage user comments on a regular basis. This is an effective way of increasing
interaction, but it may also be seen as similar to buying for “likes.” Tesco’s variety of applications
contains many games, but in addition to playing them, one must first “like” the page on which they
are accessible. This is an amazing strategy for increasing the number of Facebook followers, but this
would deter me from participating from any of the games in the future (Zhao, 2021). The
supermarket chain does, however, have included a helpful “Here to assist” page that contains
contact details for all of its customer service channels, as well a “real food” app that provides info on
seasonal recipes. Tesco already has a dedicated Facebook page for its F&F apparel brand, that has
amassed a following of 238,000 people. It is refreshed on a daily basis, with the majority of the
material being branded with the Tesco logo.

Tesco has much more Twitter accounts then you could ever shake a riding crop at, with one each of
its business areas, which is a record for the retailer. While the customer support and offers accounts
have the most followers (49,000 and 48,000, respectively), the other feeds have an average of
10,000 followers (Aiello et al., 2020). Having so many Twitter streams seems to be confusing, and
will almost definitely mean that the chances of any one account gaining a large following are
diminished. However, having this many Twitter feeds can assist to distinguish among brand
messaging and offers and customer service. TCS is very active, replying to and resolving hundreds of
client inquiries per hour. It also is open for the most of the day, from 8 a.m. to 11 p.m. Monday -
Friday and 10 a.m. to 8 p.m. on Sundays.

Strikingly, the Tesco Deals feed primarily gives data on the most recent product discounts and offers,
but it can sometimes react to user questions and comments as needed (Zhao, 2021). The fact that it
has attracted the same number of supporters as the customer service feed is proof of the fact that
consumers engage with companies on Twitter fairly often, if to complain or to get access to special
deals.

With a significant rise in Pinterest followers over the past six months, Tesco has increased the total
number of followers from 32 to 655. This is most likely owing to the fact that this has changed its
approach to include pinning third-party material rather than only promoting its own goods, which is
likely to have played a role (Peeroo, Samy, and Jones, 2019). Because Tesco is embracing the social

Page | 23
aspect of Pinterest and publishing third-party material, the retailer will have earned more visibility
among Pinterest users, resulting in an increase in its number of followers over time.

The retailer Tesco appears to have been a late user of the Google+ social network, having submitted
its first post three days ago and just one update since then. Both of the links are recycled from
Facebook, but there is nothing inherently wrong with sharing the same information across several
social media platforms.

Chapter 5: Discussions
5.1 Overview of the findings
The evaluation of the findings revealed that social media has a significant effect on simplifying
Tesco’s organizational value, as shown by the results. Therefore, the usage of social media in the
COVID-19 pandemic scenario has been identified as the primary strategic business solution for the
company. Many lock-downs are being implemented by local authorities across the globe, which is
creating confusion. Consequently, Tesco may communicate with merchants and consumers via the
increasingly popular social media platforms (Charoensukmongkol and Sasatanun, 2017). Retail
businesses’ ability to maximize the effectiveness of social media platforms in this particular situation
has become more recognized. Therefore, many customers choose to communicate with businesses
via their social media accounts rather than phoning, writing, or sending an e-mail to the company.
Customer e-mails to the business are welcome, as is posting comments on the company’s website in
its entirety. When it comes to products or customer service, customers use social media to express
both positive and negative feelings about the products or service they received. When a buyer posts
this information on the internet, it has the potential to impact the opinions of others who are
interested in the company’s strengths as well as its weaknesses. We rely heavily on online reviews
and other unloadable material, in particular, since this information may assist us in communicating
with our consumers. It is critical that you comprehend this concept. As part of the consumer
problem, the interviewers discovered that prompt response on social media sites such as Facebook
and Twitter may increase customer loyalty and improve the image of the company
(Charoensukmongkol and Sasatanun, 2017). Prior to the widespread use of social media, the
majority of customers saw businesses as impersonal entities. Despite this, social media provides for
a higher level of interaction between a business and its consumers than ever before. It has been
shown that the kind of customers that interact with a social media business have an impact on how
other potential users perceive the brand of the firm. The company likes to communicate its brand
name message to customers via the use of social media platforms such as Facebook, Twitter, and
other similar sites.

Consequently, Tesco found that social media is an effective tool for keeping consumers engaged, and
that consumer purchasing habits have shifted dramatically as a result of the internet. Because the
disease has spread, consumers are afraid to leave their homes (Tse et al., 2018). Tesco’s credibility to
sustain operations and profits even during the pandemic has been attributed to the company’s
online buying. Social media has made a major contribution to contactless buying, which allows
consumers to purchase their products from the comfort of their own homes without having to leave
their homes.

In light of this context, the most often stated benefits of social media were that it increased brand
recognition, improved commercial value, and reached a large number of individuals with a diverse
range of consumer interests. Tesco has a significant effect on the overall organizational efficiency of
Tesco. According to the results of the study, the usage of specific social media platforms plays a
significant role in streamlining business contacts and reaching a wider audience. Thus, as shown in

Page | 24
the interview analysis, social media is believed to increase the quantity of advertising a business gets
while also increasing the number of visitors a firm receives (Peeroo, Samy, and Jones, 2019). Social
media also aids in the development of devoted followers as well as the creation of leadership.
Businesses who are active in social media are able to establish new connections, decrease marketing
expenses, and increase sales. Tesco has a large number of Facebook sites, which number in the
hundreds, and the most of them are devoted to addressing consumer questions. It also has a
Pinterest account, where it posts recipes, nutritional advice, and gardening ideas, and spends a
considerable amount of time on Google+ and other social media platforms. As a result, social media
has proved to be an important tool in raising brand recognition, whether via the use of influencers,
advice, or just by creating more material yourself. This is due to the fact that social media is an
excellent platform for businesses to retain connections with their consumers while also increasing
their chances of being discovered in new directions. The social media profiles are managed and
monitored by Tesco Bank, which is available 24 hours a day, seven days a week. Everybody may see
their tweets and posts on social media, as well as customer tweets and posts about the company,
since their social media profiles are openly accessible to everyone. Providing value to customers’
lives in order to earn their lifelong loyalty is the primary goal of Tesco (Nastasoiu and Vandenbosch,
2019). Tesco believes that their company is dependent on people, both in terms of the customers
that shop with them and in terms of the employees who work for them. Tesco places a strong
emphasis on internet advertising activities in order to sell goods, such as the marketing of Christmas
flowers and wine, Valentine’s Day chocolates, and other seasonal items. As compared to other social
media platforms, Facebook and Twitter are more effective in building a stronger customer
relationship and increasing the effectiveness of the retailer Tesco’s advertising strategy. Using social
listening, the business was able to determine what its consumers needed and then tailor their goods
to meet those needs.

As a result, Tesco conducts its online marketing via a number of techniques, including online
exposure, sale promotions through Direct E-mail, promotion of sales and public services, as well as
sponsorship and sponsorship. The transmission of electronic word of mouth via the internet
marketing channel, on the other hand, adds substantially to the growth of brand value. Therefore,
social media has emerged as a game-changer for Tesco’s present business, as it enables the firm to
maintain contact with its customers via social media platforms such as Facebook, Instagram, and
other similar sites. The results also reveal that many customers prefer to communicate with
businesses via their social media accounts rather than by phone, letter, or email, which is very crucial
in a pandemic scenario (Zhao, 2021). Only e-mail and comments posted on the business’s website,
which is open to the general public, are acceptable forms of communication with the company.
When it comes to goods and customer service, consumers utilize social media to express both
positive and negative emotions about the products and services they get from businesses (Tse et al.,
2018). As a result of the buyer’s decision to make this information public, it is possible that it will
have an effect on the views and attitudes of people who are aware of the company’s benefits and
drawbacks, as well as those who are not aware of these advantages and disadvantages. The need of
being aware of Internet reviews and other information is essential since they may be helpful to us in
our customer relationship management efforts.

Tesco has therefore found that social media is an excellent tool for keeping consumers engaged,
despite the fact that online consumer purchasing habits have changed considerably. Because the
disease has spread, consumers are afraid to leave their homes. Tesco’s ability to sustain operations
and profits even during the pandemic has been attributed to the company’s online buying. Social
media has made a major contribution to contactless buying, which allows consumers to purchase
their products from the comfort of their own homes without having to leave their homes.

Page | 25
Secondary analyses, on the other hand, provide fresh information in response to the increasing use
of computerized technology, particularly in the management of inventories, the administration of
databases, and the checkout procedures, all of which Tesco implemented as part of the Tesco
Clubcard program. Customers may earn points at Tesco stores by spending money there. The Tesco
Clubcard enabled them to accumulate points for their purchases (Peeroo, Samy, and Jones, 2019).
The fact that the customer had to complete a brief registration procedure that included the
company’s name, phone number, and address information, and that they were issued a personal
card, meant that Tesco now had a database of loyal customers, and every time the consumer used
these cards, Tesco was able to inform them of what was purchased in order to determine how much
they had spent on the cards (Tse et al., 2018). Tesco Clubcard customers would have had an easier
time connecting with the retailer on a more personal level, but it would also have played a
significant influence in the success of this specific e-commerce initiative.

As part of its effort to compete with discounters, Tesco launched the "prices that take you back"
campaign across the century. The campaign targets customers via a number of media channels.
Social media, on the other hand, quickly emerged as a critical tool for Tesco and creative BBH in
order to engage consumers and significantly improve the campaign’s message (Nastasoiu and
Vandenbosch, 2019). Customers’ desires were discovered via social listening, and then the
company’s product line was tailored to meet their needs. With the general nostalgia in mind, offers
included lowering the price of Freddo chocolate to 10p and holding a competition to decide whether
ancient snack was superior: skips or frazzles. It has been successful in increasing participation, sales,
and media attention, as well as emphasizing a sense of distinction between Tesco and the
competition, which at the time of the events was represented by German companies.

With unique creative material created specifically for each network, organic and sponsored social
networking engagement on websites like Facebook, Instagram, Pinterest, and Snapchat worked very
well, as did sponsored social networking interaction. The merchant’s goal was to increase awareness
and make his campaign well-known across the whole country, and the emotional components
assisted him in accomplishing this goal (Naeem, 2021). Customers’ emotional responses to goods are
elicited via product selection.

5.2 Summarizations of the learning


Thus, as per the rationalization of the findings it was evaluated that Consumer buying patterns have
changed significantly online, and Tesco has discovered that social media has been an effective tool
for maintaining client involvement throughout this time. Social media is being used by customers to
communicate both their good and negative feelings about items and customer service. Consumers
who interact with a social media business have been proven to have an effect on how other
prospective customers view the company’s brand. As a result of Tesco’s online purchasing, the
company has been able to maintain its operations and earnings during the epidemic. Maintaining a
social media presence assists businesses in establishing new relationships, reducing marketing costs,
and increasing sales.

Social media also aids in the development of loyal followers as well as the generation of leads for
businesses. People believe that social media increases the amount of exposure a company receives
as well the number of traffic that it receives. During the holiday season, Tesco puts a strong
emphasis on online advertising campaigns to promote its products. For example, during the
Valentine’s Day holiday season, Tesco markets flowers and champagne, while during the Christmas
season, Tesco markets chocolates (Nastasoiu and Vandenbosch, 2019). Facebook and Twitter are
more effective than other social media platforms in developing a closer connection with consumers

Page | 26
and promoting Tesco’s advertising strategy. With the Tesco Clubcard, customers were able to collect
points for every purchase they made at Tesco locations.

Customers who had a Tesco Clubcard were able to connect with the company on a more intimate
level. Every time one of these cards is used by a customer, Tesco may be notified of what was
purchased in order to calculate the points earned, as well as making predictions about specific items
that are likely to be purchased in the future. Tesco’s campaign sought to have the whole nation
talking about the company’s own worth and to establish the company as a household name.
Engagement, sales, and media attention increased as a result of the campaign, which also succeeded
in creating a sense of difference between Tesco and the competition, which was represented by
German discount stores. The store sold almost half a billion Freddo bars in a single week, leading
YouGov to run a survey on the snack’s popularity throughout the nation. These data provide
definitive support to the substantial effects of social media on the business performances and values
of Tesco.

Chapter 6: Conclusion
6.1 Conclusion
As per the results substantiated it was promptly be concluded that in light of changing market
demand and rising trend of social media age, Tesco has turned to extensive social media
engagement procedurals. According to the results’ rationale, consumer purchasing habits have
shifted substantially online, and Tesco has found that social media has been an efficient instrument
for sustaining customer experience throughout this time period. Customers utilize social media to
express their positive and negative opinions about products and customer service. Consumers who
engage with a business on social media have been shown to have an impact on how other potential
consumers perceive the firm’s brand. Tesco was able to sustain operations and profits throughout
the pandemic as a consequence of internet shopping. Having a social media presence enables
companies to build new connections, save marketing expenses, and increase sales.

Social media also assists companies in developing devoted following and generating leads. People
think that social media improves a company’s visibility and traffic. Tesco places a premium on
internet advertising efforts to sell its goods throughout the Christmas season. Tesco, for example,
promotes flowers and champagne throughout the Valentine’s Day holiday season, while selling
chocolates during the Christmas season. Facebook and Twitter are more successful in building a
stronger relationship with customers and promoting Tesco’s advertising approach than other social
media sites. Customers may earn points for every purchase they made at Tesco stores using the
Tesco Clubcard.

Customers who had a Tesco Clubcard were able to establish a more personal connection with the
business. Each time a client uses one of these cards, Tesco may be informed of the goods bought in
order to compute the points gained and make predictions about particular items that are likely to be
purchased in the future. Tesco’s campaign aimed to have the whole country talking about the
company’s value and to cement the company’s status as a household brand. The campaign boosted
engagement, sales, and media attention while also establishing a feeling of differentiation between
Tesco and the competition, which was represented by German bargain shops. The shop sold almost
half a billion Freddo bars in a single week, prompting YouGov to conduct a nationwide poll on the
snack’s popularity. These statistics substantiate the significant impact of social media on Tesco’s
company success and value.

Page | 27
6.2 Research Limitations
From an inspectional perspective, the study demonstrates a complete hybrid framework for
evaluating its perceived questions and gathered data. Because the research seeks to address its
scope in a broad sense, it progressively accepts academic papers and published documentations as
the primary source of data analytics. Considering this, the study’s primary weakness may be
attributed to the absence of quantitative data analysis and validation. Because the study relies only
on literature data and secondary sources as its primary sources of information, it avoids the creation
of its own verified data. As a result, a complete dearth of fundamental and interpersonal reasonings
is avoided. This is consistent with the fact that the research’s primary constraints are a lack of
quantitative assessment and the production of numerical and statistical data.

6.3 Future Research Prospects


Each academic work must include a part which gives space for future studies, whether it is a thesis,
doctoral or journal articles. This section is primarily aimed at informing readers on the findings and
limits of the research as they develop. Taking into account the constraints of this study, further
empirical assessment research may be carried out. Since these studies have only assessed industrial
practices and scholarly publications, they lack definite empirical support. This enables researchers to
contact important employees and HR managers in future study, and get their perspective on the
research issues so as to provide more insights into the research framework that can be statistically
evaluated and validated.

Page | 28
References
Abbas, J., Mahmood, S., Ali, H., Ali Raza, M., Ali, G., Aman, J., Bano, S. and Nurunnabi, M., 2019. The
effects of corporate social responsibility practices and environmental factors through a moderating
role of social media marketing on the sustainable performance of business firms.
Sustainability, 11(12), p.3434.

Aiello, L.M., Quercia, D., Schifanella, R. and Del Prete, L., 2020. Tesco Grocery 1.0, a large-scale
dataset of grocery purchases in London. Scientific data, 7(1), pp.1-11.

Alalwan, A.A., 2018. Investigating the impact of social media advertising features on customer
purchase intention. International Journal of Information Management, 42, pp.65-77.

Ananda, A.S., Hernández-García, Á., Acquila-Natale, E. and Lamberti, L., 2019. What makes fashion
consumers “click”? Generation of eWoM engagement in social media. Asia Pacific Journal of
Marketing and Logistics.

Atmowardoyo, H., 2018. Research methods in TEFL studies: Descriptive research, case study, error
analysis, and R & D. Journal of Language Teaching and Research, 9(1), pp.197-204.

Bazi, S., Filieri, R. and Gorton, M., 2020. Customers’ motivation to engage with luxury brands on
social media. Journal of Business Research, 112, pp.223-235.

Borges-Tiago, M.T., Tiago, F. and Cosme, C., 2019. Exploring users’ motivations to participate in viral
communication on social media. Journal of Business Research, 101, pp.574-582.

Bria, F., 2013. Social media and their impact on organizations: building Firm Celebrity and
organizational legitimacy through social media.

Cammaerts, M.C., 2020. Invertebrates should be given ethical consideration. Animal


Sentience, 5(29), p.6.

Campbell, Colin, Leyland F. Pitt, Michael Parent, and Pierre R. Berthon. 2011. “Understanding
Consumer Conversations around Ads in a Web 2.0 World.” Journal of Advertising 40:87-102.

Charoensukmongkol, P. and Sasatanun, P., 2017. Social media use for CRM and business
performance satisfaction: The moderating roles of social skills and social media sales intensity. Asia
Pacific Management Review, 22(1), pp.25-34.

Charoensukmongkol, P. and Sasatanun, P., 2017. Social media use for CRM and business
performance satisfaction: The moderating roles of social skills and social media sales intensity. Asia
Pacific Management Review, 22(1), pp.25-34.

Cheong, Hyuk Jun, and Margaret A. Morrison. 2008. “Consumers’ Reliance on Product Information
and Recommendations Found in UGC.” Journal of Interactive Advertising 8: 38-49.

Crespi-Abril, A.C. and Rubilar, T., 2021. Moving forward in the ethical consideration of invertebrates
in experimentation: Beyond the Three R’s Principle. Revista de Biología Tropical, 69(Suppl. 1),
pp.346-357.

Gauttier, S., 2019. ‘I’ve got you under my skin’–The role of ethical consideration in the (non-)
acceptance of insideables in the workplace. Technology in society, 56, pp.93-108.

Page | 29
Gonzalez, Cuitlahuac. 2010. “Social Media Best Practices for Communication Professionals through
the Lens of the Fashion Industry.” MA thesis, The University of Southern California

Grewal, D., Hulland, J., Kopalle, P.K. and Karahanna, E., 2020. The future of technology and
marketing: A multidisciplinary perspective.

Hawlitschek, F., Teubner, T. and Gimpel, H., 2018. Consumer motives for peer-to-peer
sharing. Journal of Cleaner Production, 204, pp.144-157.

Heinonen, Kristina. 2011. “Consumer activity in social media: Managerial approaches to consumers’
social media behavior.” Journal of Consumer Behavior 10: 356-364.

Helal, G., Ozuem, W. and Lancaster, G., 2018. Social media brand perceptions of
millennials. International Journal of Retail & Distribution Management.

Helal, G., Ozuem, W. and Lancaster, G., 2018. Social media brand perceptions of
millennials. International Journal of Retail & Distribution Management.

Irbo, M.M. and Mohammed, A.A., 2020. Social media, business capabilities and performance: A
review of literature. African Journal of Business Management, 14(9), pp.271-277.

Johnson, B.K. and Ranzini, G., 2018. Click here to look clever: Self-presentation via selective sharing
of music and film on social media. Computers in Human Behavior, 82, pp.148-158.

Johnson, R. B. (1997). Examining the validity structure of qualitative research. Education, 118(2),


282-293.

Kaplan, Andreas M. and Michael Haenlein. 2010. “Users of the World, Unite! The Challenges and
Opportunities of Social Media.” Business Horizons 53: 59-68.

Kushwah, S., Dhir, A., Sagar, M. and Gupta, B., 2019. Determinants of organic food consumption. A
systematic literature review on motives and barriers. Appetite, 143, p.104402.

Lehdonvirta, V., Oksanen, A., Räsänen, P. and Blank, G., 2021. Social media, web, and panel surveys:
using non‐probability samples in social and policy research. Policy & internet, 13(1), pp.134-155.

Mady, Tarek T. 2011. “Sentiment toward marketing: Should we care about consumer alienation and
readiness to use technology?.” Journal of Consumer Behavior 10: 192-204.

Martín-Consuegra, D., Díaz, E., Gómez, M. and Molina, A., 2019. Examining consumer luxury brand-
related behavior intentions in a social media context: The moderating role of hedonic and utilitarian
motivations. Physiology &behavior, 200, pp.104-110.

Mollah, A.S., 2014. The impact of relationship marketing on customer loyalty at Tesco Plc,
UK. European Journal of Business and Management, 6(3), pp.21-55.

Muninger, M.I., Hammedi, W. and Mahr, D., 2019. The value of social media for innovation: A
capability perspective. Journal of Business Research, 95, pp.116-127.

Muñiz, Albert M. and Hope Jensen Schau. 2007. “Vigilante Marketing and Consumer Created
Communications.” Journal of Advertising 36: 35-50.

Naeem, M., 2021. Do social media platforms develop consumer panic buying during the fear of
Covid-19 pandemic. Journal of Retailing and Consumer Services, 58, p.102226.

Page | 30
Nash, J., 2019. Exploring how social media platforms influence fashion consumer decisions in the UK
retail sector. Journal of Fashion Marketing and Management: An International Journal.

Nash, J., 2019. Exploring how social media platforms influence fashion consumer decisions in the UK
retail sector. Journal of Fashion Marketing and Management: An International Journal.

Nastasoiu, A. and Vandenbosch, M., 2019. Competing with loyalty: How to design successful
customer loyalty reward programs. Business Horizons, 62(2), pp.207-214.

Nisar, T.M., Prabhakar, G. and Strakova, L., 2019. Social media information benefits, knowledge
management and smart organizations. Journal of Business Research, 94, pp.264-272.

Olanrewaju, A.S.T., Hossain, M.A., Whiteside, N. and Mercieca, P., 2020. Social media and
entrepreneurship research: A literature review. International Journal of Information
Management, 50, pp.90-110.

Peeroo, S., Samy, M. and Jones, B., 2019. Trialogue on Facebook pages of grocery stores: Customer
engagement or customer enragement?. Journal of Marketing Communications, 25(8), pp.861-883.

Pehlivan, Ekin, FundaSarican, and Pierre Berthon. 2011. “Mining Messages: Exploring Consumer
Response to Consumer vs. Firm Generated Ads.” Journal of Consumer Behavior 10: 313-321.

Raj, A., 2020. Chapter-9 Data Collection Methods in Social Science. RESEARCH METHODOLOGY,
p.113.

Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of Operations &
Production Management.

Ritter, T. and Pedersen, C.L., 2020. Digitization capability and the digitalization of business models in
business-to-business firms: Past, present, and future. Industrial Marketing Management, 86, pp.180-
190.

Shareef, M.A., Mukerji, B., Dwivedi, Y.K., Rana, N.P. and Islam, R., 2019. Social media marketing:
Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, pp.58-
69.

Sinclaire, Jollean K. and Clinton E. Vogus. 2011. “Adoption of social networking sites: an exploratory
adaptive structuration perspective for global organizations.” Information Technology Management
12: 293-314, DOI 10.1007/s10799-011-0086-5.

Tajvidi, R. and Karami, A., 2021. The effect of social media on firm performance.  Computers in
Human Behavior, 115, p.105174.

Taylor, David G., David Strutton, and Kenneth Thompson. 2012. “Self-Enhancement as a Motivation
for Sharing Online Advertising.” Journal of Interactive Advertising 12:13-28.

Tse, Y.K., Loh, H., Ding, J. and Zhang, M., 2018. An investigation of social media data during a product
recall scandal. Enterprise Information Systems, 12(6), pp.733-751.

Woiceshyn, J. and Daellenbach, U., 2018. Evaluating inductive vs deductive research in management
studies: Implications for authors, editors, and reviewers. Qualitative Research in Organizations and
Management: An International Journal.

Page | 31
Yadav, M. and Rahman, Z., 2018. The influence of social media marketing activities on customer
loyalty: A study of e-commerce industry. Benchmarking: An International Journal.

Zhao, C., 2021. Research on Cost Management of E-commerce Enterprises Based on Value Chain——
Taking Suning Tesco as an Example.

Zinnbauer, Markus, and Tobias Honer. 2011. “How Brands can Create Social Currency- a Framework
for Managing Brands in a New Era.” Marketing Review St. Gallen 28: 50-55.

Page | 32

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy