Management Research Paper (social media marketing)

mrp_proposal.docx

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Research Proposal

1. Title of topic to research: Social Media and Online Marketing

2. Introduction:

The reason I have chosen this topic, is because the time spent online these days have grown exponentially. One quick example is in Singapore, we have more than 2.6 million users on Facebook, meaning in every 2 Singaporeans, at least 1 of them are on Facebook. More than that, Singaporeans are the heaviest users of Facebook in the world, averaging at 38 minutes and 46 seconds per session.

With that, advertisers and marketers have been moving from pure websites that solely provide information, to creating pages on social media sites such as Facebook, Twitter and Google Plus all over the world. The aims of these brand pages are not simply for creating awareness and providing information, but engaging their target audiences in the hope of converting them into loyal customers and brand ambassadors.

In view of these growing trends, my purpose of this research will be to find out whether these social media marketing efforts are worth the investment. Social media marketing campaigns have also had hit and misses, and I would like to review them and find out the best possible way to go about this.

3. Research question and objectives:

Research Question:

· Are social media marketing efforts worth the investment?

Research Objectives:

· To explore the different platforms that provide advertisement spaces and find out the pros and cons, and their respective mechanisms. E.g. Facebook ads, Google AdWords, Banner ads etc.

· Compare the differences of above and below the line marketing and how social media plays a part in today’s marketing campaigns.

· Find out the pros and cons of brands engaging their consumers socially

· Find out future possible trends, and where online marketing is moving toward

· To identify several issues that remain unresolved, and provide opportunities for future research

4. Outline of proposed research methodology

a) Discover the various different possibilities of online advertising

b) Compare the mechanisms

c) Analyze the various case studies of successful and unsuccessful online marketing campaigns

d) Explore the upcoming trends

e) Analyze the various case studies

f) Come to conclusion of statement

5. List of Academic Literature