Using social media-social networking sites for effective marketing for small business. A case study of a self-owned small business venture in Durham, UK

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ACKNOWLEDGEMENT

I would like to express my thanks to my advisor, for his suggestions, comments, patience and understanding. Very special thanks to my parents, my father, my mother, my brother and my sister who were continuously supporting me throughout my life and leaving me free in all my decisions. I would also like to thank my colleagues for his technical support whenever I needed. I would like to thank to Department, all the university managers, teachers and students with whom I have worked.

I certify that the work presented in the dissertation is my own unless referenced

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DECLARATION

I [type your full first 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.

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ABSTRACT

Online marketing is defined as the art and science and of leveraging the internet to market ones products or services. It is considered very similar to traditional marketing. This research is proposed to understand the phenomenon for implementation of social media for effective marketing for small businesses. Professional marketers are related to understand the phenomenon of social media. The aim of the study is to determine if social media marketing sites can be used effectively for small business. The proposed research will lead to a new light on the use of social media as a marketing tool for small business in the UK. This study will be based on primary and secondary research which also includes case study research method. The case study used for this study will be based on opening a business venture in Durham UK. The findings of the study demonstrated that if used in a proper way then only social media can be used in an effective way in earning revenue and business as the business is promoted online. The hypothesis of the study also demonstrated that social networking sites can be used as an effective tool in small business.

Social media also creates opportunities in that it provides for new ways for brands to tell and share their story.

TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

ABSTRACTiv

CHAPTER 1: INTRODUCTION1

Background of the Study1

Social Media defined2

Effectiveness of social media4

Purpose of the Study6

Significance of the Study7

Research Question8

Aim and objectives of the Study9

Hypothesis for the Study9

Rationale of the study9

CHAPTER 2: LITERATURE REVIEW12

Overview of social media12

Social Network Theory13

Social Networking sites15

Facebook17

Twitter18

MySpace21

Flickr22

YouTube22

Benefits of social media marketing23

Social media as a marketing tool27

Consumer Behavior determined by Social Networks29

Social media usage in business30

Word of Mouth (WOM) Marketing32

Social Media Usage among Consumers33

Social media increasing revenues35

Challenges of social media in small business36

CHAPTER 3: METHODOLOGY39

Data Collection Techniques39

Primary research39

Secondary Research40

Case study40

Hypothesis of the Study41

Qualitative research41

Interviews42

Disadvantages of qualitative research42

Quantitative research43

Questionnaires43

Data Analysis44

Research Design Appropriateness45

Sample45

Validity and Reliability46

Access46

Informed Consent46

Ethical Issues47

Research Ethics47

Data Security: Participant Anonymity and Document Retention48

Research Plan49

CHAPTER 4: ANALYSIS AND DISCUSSION51

Case Study Analysis51

Interview Analysis51

Do you think social network marketing is effective for business?51

What ...