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Introduction
The topic for the proposed dissertation will be about the relationship marketing approaches practiced by the organizations in social networking websites. Social networking sites have become a part of students everyday life. Increasingly, students are becoming a part of these social networking sites to communicate, exchange ideas, and also to an extent, associate with some commercial organizations that they are interested in. The emergence of online social networks such as Facebook and Twitter as a form of social media made organizations to utilize these sites to address current and potential customers. Social media has become an increasingly important platform for marketing activities and marketers are targeting teens and young adults using the social networking sites, to promote their products (Market Watch 2008, cited in Cha, 2009). Mangold and Faulds (2009) opine that social networking sites have enabled a person to communicate with thousands of other people about products and also the organizations that produce or provide those products. This study looks at student attitudes towards relationship marketing practices adopted by the organizations in the context of the online social networks, Facebook and Twitter.
1.1Problem Outline
Essentially, the biggest problem faced by many organizations, in the context of social networking websites, is to identify the potential audience. It is not about just identifying the potential audience; it is about identification of a particular user group from the overall user base who are interested in forming commercial relationships in the online social world. Another obstacle is establishing and maintaining a relationship between a targeted consumer and a company. In order to overcome these issues and efficiently use these social networks as a marketing tool, organizations need to understand how customers get involved with the networks, the reasons for communicating with organizations on the online social media, and what is required from the organizations so that the relationships are sustained by the consumers. As the social networking are relatively in the early stages of becoming a primary communication tool, there is enough opportunity for the commercial organizations to use this media as a major means of communicating about their products and services.
Consumer preferences towards advertising have changed and they prefer the modern sources of communication than relying on traditional media such as radio, television, newspapers etc (Vollmer and Precourt 2008 cited in Mangold & Faulds, 2009) The customer base of social networking sites is expanding very rapidly. Many organizations are becoming a part of these social networking sites with a view to promote their products and services. Clearly, marketing managers have a strong opportunity to seize this increasing consumer interest. As students are very dominant user group in online social network, this study attempts to examine Liverpool John Moores University students (consumers) view on relationship marketing on social networks.
1.2 Purpose
The purpose of the research is to study the willingness of university students to engage in relationships with organizations on the online social networks such as Facebook and Twitter. Aims and Objectives: The specific aims and objectives of the study are to answer the following research questions: Motive: Finding out the reason to be associated with a particular organization on a social networking site. Promotion: Reason behind promoting a particular organizations products and services to their friends and colleagues. Consumption: Whether they actually consume the products and services of the organizations that they are associated with. Types of Organizations: The different types of organizations that they tend to associate with. Prolonged Usage: Factors that drive users to maintain and sustain relationships with commercial organizations on online social networks. The research aims to offer insights into whether the social networking sites are used by students to just maintain communication with colleagues and friends or do they also use the sites to establish and maintain a relationship with commercial organizations?
2. Literature Review
The researcher would like to introduce the reader with the relevant literature that is being used for the project.
simplistic because of their emphasis on a uni-dimensional perspective (focussing on a single dimension such as trust, bonding, empathy or reciprocity).
Relationship marketing and social networks have been studies quite extensively, as separate topics. However, Li & Bernoff (2008 cited in Mangold and Faulds 2009) contend that limited research has been done on how to incorporate social media into the organizations marketing strategies and further say that marketing managers are finding ways to accomplish this task. The present research attempts to study both the concepts of relationship marketing and social networks, and tries to explain how organizations could try to incorporate social media into their marketing communications.
3. Methodology
This chapter will introduce the reader to the research methods that are going to be used for the study. Before deciding upon the method of research to be adopted, researcher has performed the Learning Cycleexercise (adapted from Kolb and McCarthy in Kolb, 1984) to know his preferred style of research. The researcher belongs to the right hand side of the Kolbs learning grid (Divergers and Assimilators), therefore suggesting that the preferred style should be inductive (See Appendix 1: Learning Style Assessment for the result) According to Saunders, Lewis and Thornhill (2007), in an inductive research: Theory would follow data rather than vice versa as with deduction (p.118) The aim of the research is to identify student attitudes towards relationship marketing adopted by organizations on online social networks. The proposed research would be a mixed method study implying that both the quantitative and qualitative research methods are going to be employed. A questionnaire would be used to enable students (respondents) to answer multiple choice questions and it would be analyzed quantitatively; subsequently, a focus group would also be conducted which is of qualitative nature. In order to get answers to research questions, a questionnaire will be used to collect descriptive primary data. The aims of the research (i.e. types of organizations the users tend to be interested in and motivation behind seeking out relationships with commercial organizations on social networks) are covered through the questionnaire along with general sample attributes. The question concerning the factorsthat drive users to sustain relationships with commercial organizations on the social networks is studied qualitatively by way of conducting a focus group. Tashakkori and Teddlie (2003) identify two major advantages of choosing to use multiple methods in the same research project. Firstly, different methods can be used for different
purposes in the study. Accordingly, in this research, during the initial stages, a survey will be used to collect descriptive primary data relating to research questions. At a later stage, a focus group will be conducted to allow a discussion and feedback on the variables that were not looked at, during the survey. The second advantage of mixed methods is that it enables triangulation to take place. Yin (1994 cited in Johnstone, 2004) argues that triangulation is an inductive process and can engage in various quantitative and/or qualitative information. In this research, focus groups may be a valuable way of triangulating data that was collected through the questionnaire. The intention to conduct a focus group is based on the idea that they provide an opportunity for discussion and promote self-disclosure among the participants and to gain a general feedback about the topic (Krueger & Casey, 2009). The focus group is primarily intended to discuss about the results of the survey analysis and whether the members believe the results to be a true portrayal of their behaviour. The idea behind conducting the focus group is to verify the findings obtained through the survey analysis rather than to generate ideas and themes for survey variables. McClelland (2007) suggests that focus group is an in-depth discussion about a single topic and focussing on that topic throughout the duration of the discussion, aiming at promoting self exposure and to get beyond the public self. Building on this assertion, in the proposed focus group, discussion would be held on students attitudes towards relationship marketing in connection with online social networks. The rationale behind choosing this approach is that it enables to understand how the group opinions (about social marketing and online social networks) are formed and exchanged within a group, and how marketing on social media is perceived by the members (students). According to Gill & Johnson (2010), the mixed methods approach (where quantitative and qualitative methods of data gathering are integrated within a single project) is gaining considerable importance in the management field. Mixed methods approach is presumed to have considerable benefits since any method has its own advantages and disadvantages and therefore research design benefits from offsetting strengths of one method with the weakness of others and vice versa (ibid). In recent years, some of the strongest advocates of qualitative research such as Denzin, Lincoln, and Guba, have made some statements that appear to give credence to the mixed
methods approach (Johnson, Onwuegbuzie & Turner, 2007). For example Guba and Lincoln (1994 cited in Johnson et al, 2007) noted that: Both qualitative and quantitative methods may be used appropriately with any research paradigm (p.105) Sieber (1973 cited in Johnson et al., 2007) suggests a sound basis or reasoning for mixing both the quantitative and qualitative methods, as such a combination can be effective at the research design, data collection, and data analysis stages of the research process. The present research tries to use this argument, because during the research design stage, quantitative data can complement the qualitative data by identifying both the representative sample group as well as outliers (non-suitable respondents).
4. Methods
The following methods will be used to collect data for this research:
The survey design was based on similar study conducted by Gross and Acquisti (2005), Lampe et al (2008) and other researchers. The researcher intends to conduct a pilot study prior to the finalizing the survey questions and design.
where non-response to the survey could be high, as the students might leave the class once the lecture is completed.
5. Personal Suitability
The researcher holds a bachelors degree in business studies from Nagarjuna University (India) and marketing is one of the core modules. The researcher is a long time user of online social networks and regularly communicates with his friends and colleagues through the social networks. He is also a member of some commercial organizations on the online social media and actively takes part in the discussions conducted by those organizations online. These discussions are intended to obtain feedback about the companys products and services and occasionally, informing about any announcements and new products introduced by the company. The researcher would like to make a career in the marketing field and these results would help him to identify the factors that consumers consider before they make a decision whether or not to become a member of a particular organization. Also, the research results would give some insights into the appropriate and effective ways of directly communicating with the consumers on the social networks. The research results would help the researcher to identify the importance of brand value and brand image, and the factors that could increase the brand awareness on the social networks.
resources such as access to secondary sources of information such as electronic journal databases, texts, which are available in the university library.The researcher expects certain costs by way of drinks and refreshments during the focus group as a way of motivating and encouraging participants to actively involve in the discussion. Finally, a video recorder would be borrowed from the university to record the focus group.
7. Ethics consideration
The respondents of both the questionnaire and the focus group will be informed that the survey is a confidential survey that is based upon respondent anonymity and does not involve the disclosure of identities to others except for research purposes. A participant consent form will be given along with each questionnaire seeking participants consent to participate in the research. The consent form would state the issues about anonymity, confidentiality, right to withdraw information, data storage and destruction. Similar procedures would be followed for the focus group as well. All the data within this research will be solely used for academic purpose.
8. Limitations
The present research does not aim to explain about consumer attitude towards online marketing tools such as email campaigns, online adverts, and banner ads on specific websites, Web 2.0 strategies, blogs, e-commerce, etc. It is specifically concerned with the students attitude towards relationship marketing practices adopted by the commercial organizations on online social networks. Also, the study is restricted to only two online social networking sites namely, Facebook and Twitter, as they are perceived to be the largest online social networks. These sites are chosen as they are a large number of student population involved in these websites.
9. Protocol
A brief introduction about the research project would be included in the questionnaire and will be given to the participants in person. In the questionnaire, individuals will be informed that the research is being carried out under the principles of 'Informed Consent'. Completed questionnaires will be collected and filed for entry into SPSS. In the focus group, participants will be informed that the focus group would be recorded and their privacy and confidentiality
will be maintained; further they will be informed about the option to terminate the focus group at any point of time during the discussion.
Table of Contents
1. Introduction ................................ ................................ ................................ ................................ .. 1 1.1Problem Outline ................................ ................................ ................................ ..................... 1 1.2 Purpose ................................ ................................ ................................ ................................ . 2 2. Literature Review ................................ ................................ ................................ ........................ 3 2.1. Relationship Marketing ................................ ................................ ................................ ........ 3 2.2. Online Social Networks ................................ ................................ ................................ ....... 4 2.3. Brand Communities ................................ ................................ ................................ ............. 5 2.4. Virtual Communities ................................ ................................ ................................ ............ 5 3. Methodology ................................ ................................ ................................ ................................ 6 3.1 Methodology Conclusion ................................ ................................ ................................ ...... 8 4. Methods ................................ ................................ ................................ ................................ ....... 9 4.1. Questionnaire Survey ................................ ................................ ................................ .......... 9 4.1.1. Questionnaire Design: ................................ ................................ ................................ .. 9 4.1.2. Pilot Study ................................ ................................ ................................ ................... 10 4.1.3. Sample Selection for Questionnaire ................................ ................................ ......... 10 4.2. Recruitment of Participants for Focus Group ................................ ................................ .. 11 4.2.1Focus Group Setting ................................ ................................ ................................ ..... 11 4.3. Data Analysis and Focus Group Transcription ................................ ............................... 12 5. Personal Suitability ................................ ................................ ................................ ................... 12 6. Project Manag ement and Resources ................................ ................................ ...................... 12 7. Ethics consideration ................................ ................................ ................................ ................. 13 8. Limitations ................................ ................................ ................................ ................................ . 13 9. Protocol ................................ ................................ ................................ ................................ ...... 13 REFERENCES ................................ ................................ ................................ .............................. 15
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