Role and Significance of different social media platforms to retain brand value and competitive advantage in the beauty & healthcare industry

BUSINESS DISSERTATION

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Investigating the Role and Significance
of different social media platforms to
retain brand value and competitive
Table of Contents
advantage in the beauty & healthcare
industry
ABSTRACT:.............................................................................................................................................3
– Case Study of Alliance Boots
ACKNOWLEDGEMENT:..........................................................................................................................4
CHAPTER-1: EXECUTIVE SUMMERY.......................................................................................................5
1.0 INTRODUCTON:................................................................................................................................5
1.1 STATEMENT OF THE RESEARCH INTENT:.........................................................................................5
AUTHOR:
1.1.2 OBJECTIVES OF THE RESEARCH:....................................................................................................6
SAIMA SADIA SHEFA
1.2 SUMMARY OF RESEARCH FINDINGS:...............................................................................................8
STUDENT ID: 2016948
1.3.1 REFLECTION OF RESEARCH PROCESS:.........................................................................................14
EMAIL:
1.3.2 RECOMMENDATION
OF ALTERNATIVE STRATEGY:.....................................................................17
CONCLUSION:......................................................................................................................................17
SUPERVISED:
References...........................................................................................................................................18
SAKINA ALI
APPENDIX 1: Submission-1..................................................................................................................20
CHAPTER-2: LITERATURE REVIEW........................................................................................................20
APPENDIX 2: Submission-2..................................................................................................................26
CHAPTER-3: METHODOLOGY...............................................................................................................26
APPENDIX 3: Submission-3..................................................................................................................31
CHAPTER-4: ANALYSIS & FINDINGS.....................................................................................................31
APPENDIX 5: Survey Questionary........................................................................................................40
APPENDIX 6: Letter of permission to conduct research.......................................................................43

, ABSTRACT:

As social media has developed, several authors, researchers, and
academicians have defined it in a number of ways. While some of them
think it began with the very first forms of interpersonal email
communication, others just perceive it as the more contemporary kind of
social interaction on social media sites.
Although there are a lot of divergent opinions on social media, there isn't
a lot of academic research on the topic. However, both academic and
business research has been done extensively on brand communications
which is the focus of the researcher as a student of International Business.
For this study topic, there is a variety of data to be gathered because the
knowledge of brand perception, Brand value, loyalty, consumer buying
behaviour has been the subjects of numerous case study.
Since businesses, brands, and marketers are less interested in traditional
media and more focused on digital platforms, academics have recently
developed a significant interest in research on social media platforms and
their impact on consumer buying behaviour. Thus, the focus of this study
is “The role and significance of various social media platforms in
maintaining brand value and gaining a competitive edge in the beauty
and healthcare sectors, using Alliance Boots as a case study”.

, ACKNOWLEDGEMENT:

First and foremost, I would like to thank Allah SWT for providing me with
the motivation and determination to finish my first research study ever.
This has been one of the biggest hurdles of my life as it was a huge
learning curve for me, coming from a Bengali Medium education and
complete a research paper in English.
I would like to mention few individuals name here as I believe, I would
never be able to finished this MSc Program, without the help and support I
received from them.
I would like to thank my research supervisor Sakina Ali for her effortless
support, tremendous assistance in numerous ways, as well as for her time
and patience during counselling and follow-up. Without her guidance and
cooperation, I would not have been able to finish my project paper.
My best friend and husband, Husen Ahmad and my son Shahraan Araaf
Ahmad who have fostered an atmosphere of cooperation, selflessness,
tolerance, and inspiration in past one and half years. My deepest gratitude
goes out to the Boots Luton management for approving the completion of
this study. I am thankful especially to the respondents who have
contributed in the study answering the survey questionnaires.
The love and compassion of my beloved mother, I became who I am today
because of her - Ayesha Begum. The best support system I could have
had for the duration of my study has been every member of my families.