Impact of Social Media Marketing on ASDA's Brand Development Case Study

How ASDA Leverages Social Media for Brand Growth

Introduction

This is an assignment based on primary data collection for qualitative research. The chosen topic is “Impact of social media marketing on the brand development of a company: A Case of ASDA”. This research has been conducted to have a clear concept regarding the understanding of research methodology from the viewpoint of students. The main aim of this research is to develop the necessary skills and knowledge to conduct the research effectively and efficiently. There are interviews and surveys conducted for this research and based on that further there is a discussion on the topic.

Data collection

First method- Interview

The first primary method of collecting data is conducting an interview that implies method of collecting data that allows rich, detailed data directly from the participants in the interview by the researcher. The interviewers or the researchers will be able to provide insights into the individuals' experiences, perspectives and attributes towards research (Hughes et al. 2020). The interview questions are framed in such a way that they allow for accessing follow-up from the individuals to probe or elaborate on responses for generating a more comprehensive understanding of the topic. There is an interview conducted with four respondents on four different questions and the analysis has been done for a better understanding of the chosen topic.

R4: Social media has led ASDA to a platform for receiving the feedback of customers for improvisation.

Table 1: Question 1

• Analysis: From the above table it can be understood that the respondents have a clear understanding of the benefits of using social media platforms for spreading brand awareness and customer engagement of ASDA. The first respondent answered regarding the increase in brand visibility that can be achieved by the company to reach a wider audience (Razak et al. 2020). The second response states about engagement with customers on a personal basis will create a sense of community fostering brand loyalty. The third response is related to the spreading of awareness regarding the products to increase the trust of customers and the fourth response is regarding receiving feedback for improving the service provided.

Table 2: Question 2

• Analysis: From the above table it has been clear that the respondents are aware of the benefits of the actions that can be implemented and will have a benefit based on the sales and revenue growth. The first respondent is aware of the fact that the company will be able to invest in new technologies along with improving operational efficiency and expanding the offerings of its products (Coccia, 2019). The second answer is regarding the growth and expansion measures that can be achieved by opening new stores. The third response is regarding sustaining its growth over the long term by maintaining a competitive edge in the retail industry and the fourth response is regarding proving a sense of accomplishment.

Table 3: Question 3

• Analysis: From the above table the stated responses have been generated. The first respondent states that the company has invested more in digital transformation for the ease of the customers. The second response generated is regarding the use of customer data for providing personalised shopping experience, tailoring and recommendations to individual preferences (Rhee and Choi, 2020). The third response is related to the Initiative regarding the reduction in the use of plastic waste to maintain sustainability in the environment. The fourth response is regarding the introduction of a wide range of health products.

Table 4: Question 4

• Analysis: From the above table there is a generation of four different responses among them the first one state that the company can increase its brand awareness. The second response states that ASDA has improved its customer engagement whereas; the third response states that there is an enhancement in the reputation management of the company (Abror et al. 2020). Lastly, the fourth response states that the company can increase its return on investment by aligning its mission and vision with social media marketing.

Second method- Survey

A survey apart from interviews is the other important method of collecting data that allows the researchers to analyse large amounts of data, conducting sample surveys with some individuals. These can provide insights based on the opinions, beliefs, attitudes, behaviour and experience of individuals. This method also helps to gather information systematically and efficiently to demonstrate the standardisation of the data (Ntoutsi et al. 2020). This is a cost-effective research method that is why there has been a conduction of survey in the below section that comprises 50 persons and the responses have been analysed further.

Q1: What is your age?

Table 5: Age group

• Analysis: The above table shows the outcome of the demographic representation of age from different age groups between 15 to 40 years of age. There are 5 persons who are under the age group of 15-20; 10 persons between the age group of 21-25; 15 persons between the age group of 25-30; 05 persons between the age group of 31-35; and 15 persons between the age group of 36-40.

Q2: What is your gender?

Table 6: Gender analysis

• Analysis: The above table shows the demographic representation of gender that comprises 20 male members, 20 female members and 10 transgender.

Q3: What is your highest level of education?

Table 7: Level of education

• Analysis: The above table shows the demographic representation in terms of education. There are 05 members, who have completed their secondary level of education, and 10 have completed their higher secondary education. 05 members are graduating, 10 are doing post-graduation and 20 are appearing in the master’s degree.

Q4: What is your current employment status?

Table 8: Employment status

• Analysis: The above table shows the demographic representation in terms of employment comprising 15 employed members, 20 self-employed members and 15 unemployed members.

Q5: Is ASDA able to measure the effectiveness of its social media marketing campaigns in terms of brand development?

Table 9: Effectiveness in terms of brand development

• Analysis: The above table shows the effectiveness in terms of brand development of ASDA for which 15 persons strongly agreed, and 10 persons agreed. Furthermore, 10 persons are in a neutral state, 10 persons disagreed with the situation and the rest 5 there strongly disagreed with the situation.

Q6: Are the steps taken by ASDA to ensure that social media marketing is aligned with the company’s brand development beneficial?

Table 10: Market alignment with the company's brand development

• Analysis: The above table shows the market alignment of ASDA’s brand development. This is a decision that has been raised in the survey to have the correct feedback that states 20 persons strongly agreed on this decision, 15 agreed and 10 are neutral. Whereas, the rest 5 persons’ disagreed with the decision has been significantly managed in this area.

Q7: Is ASDA able to compete with the other brands in the retail industry?

Table 11: Competence with other brands

• Analysis: The above table shows the competitive ability of ASDA with other brands. 10 persons strongly agreed that ASDA was capable enough to compete with other brands. 10 persons agreed to the situation, and 15 are in a neutral state. Whereas, 05 persons are disagreeing with the situation and 15 strongly disagreed.

Q8: Does social media marketing influence the customer perception of ASDA's brand values?

Table 12: Customer perception of ASDA’s brand values

• Analysis: The above table shows the customer perception of ASDA’s brand values that is strongly agreed by 20 persons, agreed by 10 persons and 15 are in a neutral state. 2 persons disagreed with the situation and 3 there who strongly disagreed with the situation.

Q9: Is ASDA able to promote customer engagement and build a strong relationship with the target audience?

Table 13: Building a strong relationship with the target audience

• Analysis: The above table shows that ASDA was able to build strong relationships with the target audience. In this situation 30 persons strongly agreed, 10 persons agreed and 2 are in a neutral state. Among the rest of the people, 5 disagreed with the situation and 3 strongly disagreed.

Q10: Is ASDA able to spread brand awareness by intruding on the products in the market using social media marketing?

Table 14: Spreading of brand awareness

• Analysis: The above table shows the spreading of brand awareness of the products and services offered by the company. 20 persons strongly agreed with the situation, 20 agreed and 2 are in a neutral state. Furthermore, 3 people disagree with the situation and 5 strongly disagreed.

Discussion

Interviews

Conducting interviews exercises several benefits such as improvement in readability, increasing engagement with work, highlighting key points, better search engine optimisation and time savoir (RAHMAN, 2023). Conducting interviews in this assignment has been considered to avail the clearance of concepts and knowledge of the customers regarding the company ASDA. The research is based on the topic impact of social media marketing on brand development. The interview was conducted with 4 persons comprising 4 different questions. The first question is regarding the effects of using social media marketing on customer engagement measures and brand awareness (Mahaputra and Saputra, 2021). The respondents have answered these questions in 4 different sections that state the operation has increased brand visibility, is engaging the customers on a personal basis in large quantity can educate the customers on the benefits of the products and services and can receive feedback based on customer satisfaction to analyse the areas of improvement.

The second question was related to the impacts of ASDA’s plans based on sales and revenue growth. This is also answered by the 4 individuals in different ways. The answers from the individuals state that this operation has enabled the company to invest in new technologies along with the ability to expand its physical presence with the help of opening new stores. Furthermore, the company can maintain a competitive edge in the retail industry to sustain its growth over the long term. In addition, it can improve the morale of its employees providing a sense of accomplishment.

The third question is regarding the market strategies adopted by ASDA with the changes in customer behaviour (Katsikeas et al. 2020). Concerning the question, the respondents have answered that the company has invested more in digital transformation keeping in mind the ease of the customers and has used the customer data to provide personalised experiences in the company’s environment. Apart from that, it has taken initiative for reducing plastic waste by recycling or reusing materials that are beneficial for public safety. In addition, the company has also expanded with a wide range of health products.

The fourth question is about the alignment of the company’s mission and vision with social media marketing. In this aspect, depending on the framing of the question structure the respondents have answered that the operation has increased brand awareness and has improved customer engagement. The company has enhanced its reputation management and can increase the generation of return on investment.

Overall, it can be said that the company has grown its reputation and sustained a strong brand image in the target market with increasing brand development and loyalty among the customers. They are also concerned with customer satisfaction for the expansion of the brand.

Surveys

Conducting surveys can provide gathered information, helps in identifying customers’ needs, strength and weaknesses, helps in making an informed decision and improve communication (Decorte et al. 2019). It also demonstrates engagement likewise here in the assignment it has been demonstrated. In this assignment, the survey has been conducted considering 50 people at a time. Several questions have been framed to identify the growth and effectiveness of the company’s brand development concerning customers.

There is a set of four demographic questions related to age, gender, educational qualification and employment. Based on the questions the analysis has been done and got to a point that the persons who participated in the survey are between the age group 15-40 years of age and comprised of male, female and transgender. There are 20 male members in the survey, 20 female members and 10 transgender. Among them 5 have completed secondary education, 10 have completed their higher secondary, 05 are graduating, 10 are appearing in the post-graduation and 20 are taking their master’s degree. Furthermore, the fourth question is regarding employment opportunities that state 15 people are employed, 20 are self-employed and the rest 15 are unemployed. This is the end of the demographic section.

The fifth question is regarding measuring the effectiveness of the social media marketing campaigns organised by ASDA to which the respondents have replied efficiently (Dolega et al. 2021). 70% of the people agreed with the situation while the rest 30% disagreed with the situation. Similarly, the rest of the questions have been answered and it has been analysed that the rate of satisfied customers is more than that of unsatisfied ones. Hence, it can be said that the company can sustain its brand image in the target market and can improve its brand image for further development as per the needs of the people.

From the above discussion, it is clear to understand that social media plays a huge role in the development of any brand image. It is the platform that joins the customer with the brand owner and the doubts are cleared directly. This helps in enhancing communication between the customer and the company owner to understand the needs of the customers effectively (Burgener, 2020). This is termed to be a cost-effective marketing strategy for reaching out the customers in one step. Concerning other traditional marketing channels, social media marketing is relatively inexpensive and can provide a higher return on investment. Thus, a company can grow in fast mode using the social media marketing strategy as most people are engaged in scrolling their social media handles regularly during the day.

Conclusion

Overall, it can be said that social media marketing has a significant impact on the brand development of ASDA with an increase in engagement to build a strong online presence. Secondly, the effectiveness of the strategy of social media marketing varies depending upon the type of brand and the type of platform used for implying this strategy. Thirdly, it helps in creating relevant and engaging content for the success of social media marketing campaigns. There is aligning of the context with the brand’s values and management requirements. It is also important to measure the success of the campaigns organised under social media marketing with continuous monitoring of the work and analysing the feedback provided by the customers. This will help in identifying the areas for rectification so as to serve the customers in a better way.

References

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