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TITLE: IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS MODULE TITLE: BUSINESS RESEARCH METHODS MODULE CODE: BU7002 MODULE LEADER: PROFESSOR KELVIN LEONG ASSESSMENT NUMBER: J89820 WORD COUNT: 3010 Table of Contents Introduction .................................................................................................................................. 3 Background of the study .............................................................................................................. 3

2 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS Research Aim .............................................................................................................................. 4 Research Objectives .................................................................................................................... 4 Research question ....................................................................................................................... 5 Research rationale ....................................................................................................................... 5 Literature review .......................................................................................................................... 6 Literature gap .............................................................................................................................. 9 Conceptual framework ............................................................................................................... 10 Research Methodology .............................................................................................................. 11 Research Ethics ......................................................................................................................... 12 Time Horizon ............................................................................................................................. 13 Conclusion ................................................................................................................................. 14 References ................................................................................................................................ 15

3 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS Introduction Customer relationship management is a process that enables any company to administer its communication with customers. It is done through various tools of data analysis. But in contemporary times, social media platforms have taken a front seat in facilitating CRM. Social media is an effective platform for the company for the improvement of "Customer relationship management (CRM)" because due to the presence of the social media platform under the company the interaction with the customer of the company has become easier due to direct link between company and consumers. It has encouraged the interactions that were ignored in traditional times. The role of social media platforms in the facilitation of CRM is studied by casting light on CRM undertaken by "Marks and Spencer’s" in this assignment. The detailed literature review has also made the understanding of the role of social media and its relationship with CRM easier. Background of the study Nowadays the competition is present in a high range within the retail sector so it is very essential for gaining the consent of the new customers in the company. And with this, constant interaction with the existing customers is also required to be retained. The main purpose in every organization is earning a profit which can be only achieved with a higher level of consumer satisfaction. The unsatisfied consumers lead to the failure of the company [ CITATION Sto19 \l 1033 ] . The profitability of the company can be gained with the help of the customers if the level of loyalty of the customers to the company is in a significant position. In this article different kinds of marketing activities are studied that are effective for the increment of the profitability of the company [ CITATION Tar171 \l 1033 ] . Also, the positive impact of social media in effective

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4 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS consumer relationship management is considered. Marketing is one of the most crucial functions for every company because it provides awareness of products or services to probable buyers in the market[ CITATION Wan175 \l 1033 ]. Marketing helps in the facilitation of sales of goods and services. But in contemporary times, due to technological developments, the internet has become an important part of everyone’s life. So marketing over social media platforms has become an immense part of every company agenda[ CITATION Ald18 \l 1033 ]. This paper is about the increasing role of social media platforms in marketing activities that integrates the consumer and company and leads to effective consumer relationship management. Research Aim  The main purpose of this paper is to study the relationship between the role of social media and CRM that is to understand the overall impact of social media marketing on consumer relationship management.  The other aim of the company is to understand the overall impact of social media marketing on the company’s output that is to understand how online marketing can lead to a boost in overall profits made by the company/ Research Objectives ● To determine the effect of social media marketing on the overall profitability of the business within the company. ● To analyze the role of social media marketing for effective and efficient CRM. ● This paper also aims at facilitating the impact of the implementation of social media for effective CRM to boost overall profitability.

5 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS Research question The following research questions give direction to the overall work because all investigation is done to provide answers to these framed research questions. ● Why is the incorporation of social media marketing crucial for the enhancement of the profitability of the company? ● What kind of changes is required to be incorporated for the development of marketing through social media? ● What is the impact of social media marketing on the profit of the business in the market? Research rationale This research is required for the analysis of the effect of marketing through social media on the consumer relationship management by the company. All the products and services that are provided in the market are produced to provide satisfaction to consumers. In recent times, due to intense competition, the innovation of the products has become necessary; some of the exciting offers are also required to be incorporated in the product so that the offers cannot be found in the other online market. The information is required to be notified by the customers [ CITATION Guh18 \l 1033 ] . The subscription email by the company can be sent to the customers so that the customers can be attracted to the new offers . This can be better facilitated by marketing over social media platforms due to vast coverage. A strategy or plan to opt for social media in building a connection with consumers was adopted by "Marks and Spencer’s". It became successful in providing exceptional services and products to the customers for staying loyal to the brand. The creation of the new design and the offers can be visualized on the website of the company that helping in increasing the demand of the customers [ CITATION Mow17 \l 1033 ] . The adoption

6 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS of social media marketing has attracted a large number of probable buyers because of the improved level of awareness of the brand in the market. This has boosted the sales and led to a higher level of profits for the company. Literature review Traditionally, there were various modes of marketing of products to consumers in the market but with time; companies started adopting online sources for marketing because of the wide range. Also, it is cost-effective. Now in online marketing, usage of social media platforms is dramatically increasing. The adoption of social media is crucial to maintain proper lines of communication with consumers in the market before actual sales and even for better after-sales service[ CITATION Ita20 \l 1033 ]. Studies have shown that the adoption of social media has led to better CRM and it has led to better brand image. It has promoted loyalty among consumers towards a particular brand in the market. It has all led to the stabilized position of the brand in the market. These days all companies are becoming globalized due to which they are entering global markets. Similarly, in the development process of Marks and Spencer, 15 different stores were opened in China by this company, and by this way, it was possible to enter the "Chinese Mainland market" by the company in 2008. But lack of understanding of social culture by the company impacted its functionality . Due to the entering of the company into the market of China the company was in the affected condition by the external environment [ CITATION Jin18 \l 1033 ] . A deep understanding of the social culture of the global markets is crucial before opting for online marketing because the culture of the country or place is directly linked with the decision-making of choosing a platform for marketing. Social culture serves as a base to buyer

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7 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS behavior because it consists of values possessed by the buyer and the company before deciding on marketing must carry detailed evaluation of the social culture of the buyer of target markets [ CITATION Dew19 \l 1033 ] . According to [ CITATION Mow17 \l 1033 ] , the social media communication by the company is important for the potential influence o n the culture. The social structure of contemporary life can also be influenced by social media marketing. The modern method of communication through social media is the innovative method through which knowledge of the products can be reached to the customers. It is very helpful for the company because the brand is explored to the society and the new customers can be involved in a good relationship with the company. It leads to an overall good satisfaction level and the loyalty of the customers can be maintained. The adoption of social media platforms for better CRM has become necessary due to the vast variety of brands in the market and greater access to information on different portals. According to the view of [ CITATION Ola19 \l 1033 ] , the extension of the traditional "customer relationship management (CRM)" that is the engagement of the customer to the company can be increased. But understanding the nature of the product, the nature of consumers in the market, the needs of customers, target markets, etc. is very crucial before choosing any platform for marketing. Social media is an effective platform based on internet technology for the customers to receive the primary source of information about the services and the products of the company [ CITATION Ola19 \l 1033 ] . Different kinds of websites, the formation of the video by the company, and the photo-sharing can be effective for the customers for the increment of profitability of the company and the customers can also be helpful by sharing the services and the products through the tools of the company.

8 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS According to [ CITATION Akr17 \l 1033 ] , the customers play an important role in the market . Earlier consumers used a linear approach while making buying decisions. This was because of fewer brands in the market and less internationalization of companies. But nowadays, with time, more globalization has led to the internationalization of brands in the market consumer has become information-centric before making any buying decision. It is because of the intense availability of a variety of brands. Different social media like Twitter, Youtube, and different blogs can be incorporated the provide information to probable buyer in the market. The biggest advantage of social media marketing is that it covers all the places at the global level and is not confined to particular demography. This type of new method of significant association can be effective for a worthwhile relationship with the customers of the company. But the link with the customers of the company cannot be set in a direct manner [ CITATION Akr17 \l 1033 ] . The possibility of earning more revenue can only be possible by "social media marketing". Social media marketing provides global reach to brands but only if the medium and message by the company are clear and easily grasped by the consumer. According to [ CITATION Wan175 \l 1033 ] , the technology of social media is effective for the beneficial relationship of the customers with the company and also for the improvement of the financial performance of the company. Nowadays a large number of people use social media platforms for different purposes and their presence over such platforms provides an opportunity for companies to promote their brands and make the consumer aware of their presence in the market. The social media platforms serve as a building block to create an image of any product or service in the mind of consumers and also make them feel attracted towards a particular brand. Recent studies have shown that the brands that have implemented social media platforms for marketing functions have been able to make a better brand image among the mind of consumers [

9 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS CITATION Bha192 \l 1033 ] . This leads to curiosity among buyer s to go to market and buy the product. The adoption of social media has diminished the traditional modes of marketing like billboards, posters on buses, pamphlets. All these methods involved huge investment and time involvement by the company and also posed a one side flow of information that is from company to consumer. But social media platform has led to the integration of company and consumers as on online portals different comment sections are there where consumers can give their reviews [ CITATION Jon171 \l 1033 ] . There are various complaint forums where complaint s can be made by the buyer easily. This has led to effective after-sale service by the company to buyers. Further, the reviews by buyers lead to further marketing of the brand in the market. Literature gap From the review of the literature, some of the gaps can be identified that can affect the impact of social media in the development of CRM. Due to the marketing through online manner, the misunderstanding can be created with the customers that can affect the "Customer Relationship Management (CRM)". These confusions can be related to a wrong understanding of the message by the company due to less clarity[ CITATION Aro21 \l 1033 ]. Also sometimes wrong social media platform is adopted by a company that goes against the target market due to which the overall success of social media in effective CRM is not established. The overall scope of social media in effective CRM is also ignored which is facilitating its comparison with traditional modes of marketing can be further understood in detail that will help in understanding the overall aim of the research in a better way[ CITATION Fol19 \l 1033 ]. It serves as a gap in research because no consideration has been made to such a crucial determinant. Covering these two crucial components would have made the research more effective.

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10 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS Conceptual framework In the conceptual framework of the literature review, the dependent and the independent variable can be identified that is effective for the CRM strategy of the company. The earning of the profitability can be possible due to the presence of the loyalty of the customers of the company[ CITATION Akr17 \l 1033 ]. Due to the implementation of the CRM model by the company, the consumers feel loyal to the company because of the direct communication and integration of the company and its buyers[ CITATION Ola19 \l 1033 ]. The cause here is the implementation of the CRM model through social media and its effect is loyal consumers in the market. The implementation of CRM also allows the company to provide better after-sales services that provide better satisfaction to consumers. This also promotes the feeling of trust among buyers towards a particular brand. This ultimately promotes a feeling of loyalty among buyers towards a brand[ CITATION Maj20 \l 1033 ]. This stops the brand shift in consumers. Overall, social media impacts the CRM to become more effective that leads to better buying decisions of buyers in the market. The overall framework of CRM is inter-related with three major components that are consumer behavior, the loyalty of buyers, and listening to complaints by the consumer. The implementation of CRM has led to the emergence of loyalty and adhering to complaints of the buyer and also put a positive impact on buying decisions of buyers in the market[ CITATION Ram21 \l 1033 ]. Also, these three components are crucial for the successful implementation of CRM. That is why it is depicted as a two-way process.

11 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS Figure 1: Conceptual framework (Source: Self-created in MS Word) Research Methodology A particular research approach can be incorporated for the methodology of the research. For the research, the primary and the secondary analysis can be implemented. But in this research, the secondary analysis will be implemented for research purposes. The first-hand information is not collected that comes under primary source where data is generated that is not available anywhere. For this research, the already published surveys and reviews are collected and analyzed to form a conclusion in the research. The approach for the collection of the data can be of two types that are the qualitative method and the quantitative method . In this research, both types of qualitative and quantitative Impact of Social Media on CRM Consumer Buying Behavior Customer's complaints investigation Customer Loyalty

12 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS approaches will be implemented. Quantitative methods refer to the utilization of statistical tools to conclude research after evaluation and the qualitative method involves behavioral methods for outcomes. For quantitative data collection, data is collected from previous year surveys on using of social media platforms for CRM, and reviews on websites of various companies are also considered. The data from these sources is collected and organized to facilitate proper evaluation. For the qualitative approach, the consumers' responses towards social media in marketing by the company can be collected from various online portals and websites of companies. Qualitative data just depicts the consumer responses in terms of his or her behavior that is positive or negative and does not include any kind of numerical information. The research paradigm covers up the philosophical component. It refers to basic assumptions that act as a framework and put an effect on the behavior of the researcher towards the research. There are three types of research paradigms which are named positivism, interpretivism, and realism. The positivist paradigms help in the evaluation of a particular theory and help in the overall understanding of human behavior as a reaction to a particular change. The interpretivist paradigm means human behavior is analyzed as a combination with shared cultural understanding. The realism paradigm is related to situational research and explains the results of change in any determinant. In this research positivism, philosophy is adopted because the impact of social media on effective CRM involves the response of consumers. Research Ethics Ethical issues can be present in the research that is required to be avoided by the incorporation of research ethics. Due to the use of research ethics the right path of the research will be maintained

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13 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS properly. Some of the ethics that will be followed in this research will be the mention of the proper source of the literature. The reference of the research will be mentioned in the last portion of the research. The presence of plagiarism in the research is a dominant ethical issue that will be required to be avoided strictly[CITATION Jer18 \l 1033 ]. For the collection of the direct information, the quotation will also be used so that the resources can be detected properly in the research of the article. Further, there is no misconduct during the research and no data is manipulated and any kind of misrepresentation is also not made. The data is also protected from any malware and misusage. Time Horizon Figure 2: Tasks List (Source: Project Libre)

14 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS Figure 3: Time Horizon (Source: Project Libre) Conclusion From the overall research, it can be concluded that social media is effective for a good "CRM". The loyalty and the satisfaction level of the customers are required to be effective for the improvement of the profitability of the company. The adoption of social media platforms for the marketing of brands has facilitated wider access and scope to companies due to greater reach. Also, the adoption of social media platforms for online marketing has provided greater access of consumers to information in the market that is a crucial determinant of CRM. It has also helped the buyers to file their complaints that have built trust among buyers towards the company. Many successful companies are focusing on the adoption of social media platforms to facilitate effective consumer relationship management that plays a vital role in the success of the company against its competitors in the market. Moreover, social media platform has helped the business is in overcoming the weaknesses that were laid by traditional methods of marketing and have given a new competitive edge to the company. It has given a new shape to brands like Marks and Spencers in the international markets.

15 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS References Akram, M., Rana, R. A. & Bhatti, U. T., 2017. Impact of customer relationship management and social media on sales performance by considering the moderating effect of sale personnel capabilities. International Journal of Research, 4(8), pp. 1188-1197. Aldaihani, F. M. F. & Ali, N. A. B., 2018. Impact of social customer relationship management on customer satisfaction through customer empowerment: A study of Islamic Banks in Kuwait. International Research Journal of Finance and Economics, 170(170), pp. 41-53. Arora, L., Singh, P., Bhatt, V. & Sharma, B., 2021. Understanding and managing customer engagement through social customer relationship management. Journal of Decision Systems, pp. 1-21. Bhatti, M. A., Farhan, M., Ahmad, M. J. & Sharif, M. N., 2019. The Impact of Social CRM Capabilities and Customer Engagement on Firm Performance: Mediating Role of Social Media Usage. Pakistan Journal of Humanities and Social Sciences, 7(3), pp. 313-324. Dewnarain, S., Ramkissoon, H. & Mavondo, F., 2019. Social customer relationship management: An integrated conceptual framework. Journal of Hospitality Marketing & Management, 28(2), pp. 172-188. Foltean, F. S., Trif, S. M. & Tuleu, D. L., 2019. Customer relationship management capabilities and social media technology use: Consequences on firm performance. Journal of Business Research, Volume 104, pp. 563-575. Guha, S., Harrigan, P. & Soutar, G., 2018. Linking social media to customer relationship management (CRM): a qualitative study on SMEs. Journal of Small Business & Entrepreneurship, 30(3), pp. 193-214. Itani, O. S., Krush, M. T., Agnihotri, R. & Trainor, K. J., 2020. Social media and customer relationship management technologies: Influencing buyer-seller information exchanges. Industrial Marketing Management, Volume 90, pp. 264-275. Jermsittiparsert, K., Sutduean, J. & Sriyakul, T., 2018. Social Customer Relationship Management Capabilities and Customer Relationship Performance: Moderating Role of social media (Face-book) Usage among Indonesian Firms. Opcion, 34(86), pp. 1257-1273. Jin, H., Miao, Y. & Park, S. T., 2018. A Case Study of Marks and Spencer lost China. Journal of Industrial Convergence, 16(2), pp. 15-23. Jones, P. & Comfort, D., 2017. The Circular Economy: An Exploratory Case Study from the Paper and Retail Industries. Athens Journal of Business and Economics, 7(4), pp. 379-394. Majid, J., 2020. The Power of Celebrity as a Medium of Coercing Behaviour -A Marks and Spencer’s Case Study. Journal of Business and Social Science Review, 1(3), pp. 29- 38. Mowla, M. M., Hoque, N. & Bhuiyan, M. Z. H., 2017. Towards Achieving the Success in Communication Campaign: A Study on Marks and Spencer. International Journal of Business and Technopreneurship, 7(3), pp. 343-354. Olayah, F., 2019. Integration of Social Media Platform in Their Customer Relationship Management Process (CRMP) and Its Impact on Performance of SMEs. Indian Journal of Science and Technology, 12(47). Ramadan, M. & Eleyan, D., 2021. Adoption Model of Social Customer Relationship Management in the Palestinian Banking Sector. Modern Applied Science, 15(4).

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16 IMPACT OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT - A CASE STUDY OF MARKS AND SPENCERS Stojiljkovic, A., 2019. The impact of social media marketing on customer relationship development. Journal of Process Management New Technologies, 7(3), pp. 41-48. Tarasanski, P., 2017. Brexit: Changing Dynamics of Corporate Financial Risks, Return, and Performance: Case Companies: BP, Royal Bank of Scotland, Marks & Spencer, GlaxoSmithKline, EasyJet. [Online] Available at: https://www.theseus.fi/bitstream/handle/10024/132166/Tarasanski%20Pavlos.pdf? sequence=1 [Accessed 5 January 2022]. Wang, Z. & Kim, H. G., 2017. Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, Volume 39, pp. 15-26.

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