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Surname: First Name: Unit Title: Masters Project Unit Code: EBSC7540 Component: Preliminary Research Questionnaire Course: Unit Lead: Janja Song Year of Study: MA Submission Date: 20 March by 11am Please note: 1. To complete this form, you can either type directly into the boxes (start typing where the shaded areas are), or you can create and edit your text in your own document and then copy and paste it into the boxes. 2. If you want to insert an image for Section 7, create a jpeg image and you can insert that. 3. If you create a table and insert it, the table formatting will be lost. You must answer all the PRQ questions carefully so that your supervisor can support you in developing of your Proposal. 1. RESEARCH PROJECT PROBLEM DEFINITION (AIM) (A) What is the main business problem or opportunity within your field of study that you would like to research and address through your project? (B) How do you know that this problem or opportunity exists? Type/insert your text here: The main business problem I aim to research is social media platforms in building and maintaining global brands. Assess the effectiveness of various social media marketing strategies in different cultures. There is a lot more rivalry for people's attention on social media now than ever before. The way we make media is evolving alongside the rise of new social networks. Furthermore, the bar for customer satisfaction is always being raised. It's understandable to feel overwhelmed by the prospect of creating a memorable online presence for your company. There are several reasons to believe that this problem exists. A major challenge for social media teams is not related to messaging or feeds at all. It may see notices about this on several job boards. Social media strategies are becoming increasingly important for businesses nowadays. The music we enjoy and the words we use may be influenced by it. Most marketplaces include intense levels of competition. Take the competitive beauty business as an example, which is full with companies and influencers that want to prove the efficacy of their products. 2. RESEARCH PROJECT CONTEXT (BACKGROUND) (A) What is the context in which your research project is set? (B) Analyse the environment in which you have identified the business problem or opportunity for your research project. (C) What is the rationale for your research project? Who needs it? What makes it relevant? (D) Outline any previous experience, employment, or other work that you have done that is relevant to your research project.

(E) Explain how you will use your research project to help you achieve your professional/personal career objectives. The context in which my research project is set is the social media and Global Branding. Both online and offline retailers may get advantages by employing social media platforms for customer service, product promotion, and general business expansion. In order to effectively monitor and respond to social media activity pertaining to one's firm, it is important to discern the most suitable platforms for one's organisation. The rationale for my research project is to offer a comprehensive understanding of the significance of social media platforms in the establishment and sustenance of global businesses. This study aims to evaluate the efficacy of diverse social media marketing methods across distinct cultural contexts. My educational and professional experience in the fields of marketing have provided me with the requisite expertise and competencies to successfully conduct and execute this research endeavour. Furthermore, I possess prior expertise in the realms of research execution, data analysis, and presentation of findings, all of which will be advantageous in the successful implementation of this project. This research endeavour will afford me with priceless opportunities to engage in the process of doing research, processing data, and presenting findings. These experiences will contribute to my professional growth and development. This project will provide me with the opportunity to enhance my expertise in the subject of marketing, which is an added benefit. 3. RESEARCH PROJECT KEYWORDS (A) What are the key words (max 5) that define your research project? Social media Global branding Marketing 4. RESEARCH PROJECT GOALS (OBJECTIVES) (A) What key objectives are you seeking to achieve during the project? Here you must refer to the Unit Aims and map your research project goals against them. 1. To analysis the role of social media platforms in building and maintaining global brands 2. To evaluate the effectiveness of various social media marketing strategies in different cultures of retail industry 3. To recognized the impact of social media platforms on business growth 5. RESEARCH PROJECT DESIGN (LITERATURE REVIEW and METHODOLOGY)

(A) Practical knowledge: How will you develop your practical knowledge to better understand your chosen business problem or opportunity, including, as appropriate, your market, industry, regions, customers, competitors, etc.? (B) Theoretical knowledge: How will you develop your theoretical knowledge on your chosen business problem or opportunity? (C) How and where will you find reliable information on what is already known about your business problem or opportunity? (D) Identify and list 10 specific secondary sources you will be using to get the information you need to build your literature review. Make sure you use UCA Harvard Referencing – the Guide is on the UCA website at the following link: https://www.uca.ac.uk/library/academic-support/harvard-referencing/ (E) Use the Research Onion (Saunders, Lewis, Thornhill, 2018) to explain how you will approach collecting reliable primary data. Which method will you use? What makes this the best method in this case? In order to improve my knowledge and expertise in this area, I intend to study retail business and, more especially, social media marketing strategies in a number of different countries and cultures. Whenever possible, I plan to do interviews and meet with industry experts at upcoming conferences and seminars. I intend to further my academic preparation by studying how social media platforms have helped launch and sustain cross-border enterprises. Books and academic journals might give the in-depth material you need, but there are other resources you should also look into. By conducting a literature review, I will be able to discover reliable sources that detail what is already known about the problem or opportunity facing my business. To achieve this, I plan to use academic databases like JSTOR and search engines like Google Scholar to find appropriate publications. Here are some samples of the secondary resources I want to use in my analysis: 1. Rust, R. T., Rand, W., Huang, M. H., Stephen, A. T., Brooks, G., & Chabuk, T. (2021). Real-time brand reputation tracking using social media. Journal of Marketing, 85(4), 21-43. 2. Limaye, R. J., Sauer, M., Ali, J., Bernstein, J., Wahl, B., Barnhill, A., & Labrique, A. (2020). Building trust while influencing online COVID-19 content in the social media world. The Lancet digital health, 2(6), e277-e278. 3. Yu, X., & Yuan, C. (2019). How consumers’ brand experience in social media can improve brand perception and customer equity. Asia Pacific Journal of Marketing and Logistics, 31(5), 1233-1251. 4. Gómez, A. R. (2019). Digital Fame and Fortune in the age of Social Media: A Classification of social media influencers. aDResearch: Revista Internacional de Investigación en Comunicación, (19), 8-29. 5. Vițelar, A. (2019). Like me: Generation Z and the use of social media for personal branding. Management Dynamics in the Knowledge Economy, 7(2), 257-268. 6. Ayaburi, E. W., & Treku, D. N. (2020). Effect of penitence on social media trust and privacy concerns: The case of Facebook. International Journal of Information Management, 50, 171-181. 7. Kırcova, İ., & Enginkaya, E. (2019). How Social Media is Transforming Marketing?. In Handbook of Research on Managerial Thinking in Global Business Economics (pp. 318-335). IGI Global. 8. Khajeheian, D., & Ebrahimi, P. (2021). Media branding and value co-creation: effect of user participation in social media of newsmedia on attitudinal and behavioural loyalty. European Journal of International Management, 16(3), 499-528. 9. Athwal, N., Istanbulluoglu, D., & McCormack, S. E. (2019). The allure of luxury brands’ social media activities: a uses and gratifications perspective. Information Technology & People, 32(3), 603-626. 10. Plantin, J. C., & Punathambekar, A. (2019). Digital media infrastructures: pipes, platforms, and politics. Media, culture & society, 41(2), 163-174. The research onion methodology will be my strategy for gathering trustworthy primary

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data. In particular, I'll be collecting secondary data from a subset of Nigerian banks using a quantitative research approach. Onion Layer 5: Data Collection Primary and secondary data are combined at this point for analysis. In order to examine the data and develop conclusions, we will utilise statistical software such as SPSS (Statistical Package for the Social Sciences). The data will be analysed using descriptive statistics and a suitable inductive technique. Onion Layer 6: Conclusion and Recommendations Finally, the researcher draws conclusions and makes recommendations from the analysed data. The findings will be based on the research objectives and the data analysis. The research's conclusions will help anyone interested in building and maintaining strong international brands through social media. The guidance provided will be useful, specific, and consistent with the study's goals and conclusions. At last, I have settled on the research onion strategy as the backbone of my overall inquiry. With this strategy as a guide, I will be able to efficiently complete my study by collecting and analysing data as I go. 6. RESEARCH PROJECT CONSTRAINTS (LIMITATIONS) (A) What might restrict your opportunity or possibility to develop your research project? Be realistic. (B) What specific problems do you anticipate? (C) What is your plan B in case of these specific problems? Some of the things that might prevent me from further developing my study topic are: • Due to privacy and security considerations, only some retail data is available. • Due to various academic and personal obligations, I have very little time to finish the study assignment. Among the specific issues I foresee are: • Data collection was hampered by the selected institutions' unwillingness to disclose proprietary information. • There just aren't enough funds available to make this study effort a success. • Time constraints prevent a thorough and thorough completion of the study endeavour. To mitigate these problems, my plan B includes the following: • If necessary, I will complement the data acquired from the chosen industry with information from other sources, such as publicly accessible papers, journals, and government publications. • In the event that I have a short amount of time to complete the research assignment, I will prepare accordingly and adhere to my own strict timeline. 7. RESEARCH PROJECT ACTION PLAN (TIMELINE) (A) What steps do you plan to undertake, in what logical order and when? Be precise and realistic

My research project timetable consists of the following items, listed in the order in which I intend to complete them: • Week 1: Project Initiation • Week 2-3: Research Design and Proposal Writing • Week 4-6: Literature Review • Week 7-8: Data Collection • Week 9-10: Data Analysis • Week 11: Conclusion and Recommendations • Week 12-14: Finalizing the Project

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