Effectiveness of Facebook and Twitter in Relationship Marketing

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, [names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION3

Background of the Study3

Aims of the Study4

Objectives of the Study4

CHAPTER 2: LITERATURE REVIEW6

Theory of Relationship Marketing6

Brand Value of Business7

Advertising through Relationship Marketing7

CHAPTER 3: METHODOLOGY9

Introduction9

Data Collection Technique9

Data Analysis Technique9

Ethical Issues10

REFERENCES12

CHAPTER 1: INTRODUCTION

Background of the Study

The internet and other digital media have transformed marketing today' (Chaffey, 2009, p1). The evolution of social media advertising such as Facebook has provided businesses with a marketing communication channel which proves to be more engaging with their customers. It has also given businesses opportunities to expand into new market and offer exclusive new service, most importantly build stronger relationships with their customers.

Boyd. D et al 2007 defined social network sites such as Facebook 'as a web based service community in which people can share interests and activities online'. Mintel report shows, there were considered to be more than 25 million UK users of online social network Facebook , it has become apparent that it s the most successful communicating tool to use for an effective promotional campaigns for businesses. Mintel estimates the online fashion market is worth £4.8 billion in 2011, a 12% increase since 2010. This has given businesses opportunity to expand their market and revenue growth through Facebook advertising and other sort of social media. it is important they have solid customer relationship with their consumers as it 'aims to build a long-term relationship with customers, suppliers and distributions in hope of earning and retaining long -term business preference'(Kotler, 2000).

The phenomenon of Facebook has provided businesses the opportunity to fill in the market gap and increase their market share by attracting new customers through Facebook advertising. According to Mintel 2011 '13% of social networks users find Facebook advertising helpful when searching for information about and particular brand whilst 15% of the social network users mostly uses Facebook advertising to find cheap deal and promotion'(Social Media and Networking 2011).

Using Facebook as a promotional tool, companies like Asos and Dorothy Perkins have created a Facebook page to enable (to enable what) and build a stronger brand awareness and a better marketing relationship with their customers. Asos has recently announced about the launch of transactional shop on Facebook site allowing customers to buy its entire product range and pay for ...