BS3S92 Assignment 2 (Sample A): Research Proposal and Ethics Declaration (30%, 1,250 words)

Remark: This is a sample showing you the structure you may consider for your Assignment 2 (Research Proposal and Ethics Declaration) but not the content. In order to achieve your best performance, you need to show the evidence as stated in the marking criteria as much as you can.

BUSINESS RESEARCH (BS3S92):

Assignment 2:

RESEARCH PROPOSAL & ETHICS DECLARATION FORM

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Course: BA Business Management (Top Up)

Date: May 2024

Word count: 1290

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RESEARCH PROJECT PROPOSAL

ABOUT THE PROJECT

Research title:

Exploring the Impact of Social Media Marketing on Customer Engagement in the Restaurant Industry: A Case Study of Starbucks.

Research question:

What role do strategies used in social media marketing play in engaging restaurant customers?

Project aim:

To identify whether the promotion in the form of social media marketing grants Starbucks the chance to enhance its engagement with and share with the target audience and whether it is reasonably attainable.

Objectives:

1. Analyze the current condition of social media platforms and their use by Starbucks.

2. Determine how the choice of marketing approach in social media affects Starbucks's key metrics and KPIs of customer engagement.

3. Identify the best practices and create a framework for optimal use of social media in Starbucks.

Rationale for undertaking the project:

As the restaurant industry is highly competitive, engaging with customers is essential to creating brand loyalty and increasing sales. Social media has been identified as a powerful means for restaurants to connect with diners and promote their products and services (Ogan et al.). Still, it is likely that numerous restaurants and other relevant organizations either do not know how to use social media to their benefit or cannot use it to achieve optimal levels of customer engagement. With this literature review, the authors want to narrow the gap between research and actual industry practice by examining how Starbucks can strategically use social media marketing strategies to secure increased customer engagement and improve business performance (Li et al., 2021: Subramaniam, 2020). By focusing on the most critical aspects of the issue and opportunities to address it, the study seeks to propose a realistic and feasible framework based on Starbucks' distinct characteristics (Ivkov et al.). Thus, the insights can allow Starbucks to create sustainable connections with its customers and thrive in the digital age.

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ACADEMIC CONTEXT

Literature Review

Theme 1: Technology Adoption and Social Media Usage

Social media marketing is a widely studied topic in academic literature, and several theories and concepts have been developed to explain its adoption and usage. The Technology Acceptance Model argues that consumers will adopt and use technology when it is perceived to be valuable and easy to use. Maranguño and Granić (2015) advanced the theory by selecting that UTAUT encompasses TAM, social influence, and facilitating conditions, which make up the determinants of technology acceptance. These theories can be used to determine some of the issues that can influence restaurants and their customers to adopt and use social media marketing (Sarfaraz, 2017). Starbucks, for example, adopted social media marketing early on and realized how useful it was in reaching customers (Kim et al., 2019). They maintain active accounts on all major platforms like Facebook, Twitter, Instagram, etc.

Theme 2: Customer Engagement and Social Influence

Moreover, social media's role in customer relationships and engagement has garnered researchers' interest. The Social Influence Theory states that people can influence others' attitudes and behaviors (Bhukya and Paul, 2023). In this case, it would help to understand how social media influences customer service provision due to peer influence of social proof. Furthermore, the Uses and Gratifications Theory states that people actively seek media that satisfies their emotional demands (Falgoust et al., 2022). Different types of gratifications from social media, including information seeking, entertainment, social aspects and communication, and self-expression, could also guide the creating of engaging social media content. Starbucks leverages social influence by encouraging user-generated content using hashtags like #RedCupContest (Cao, 2022). Their social media aims to provide gratification through sharing customer experiences.

Theme 3: Industry-Specific Challenges and Opportunities

Despite the insights offered by the above theories, their relevance in the context of the restaurant industry may be limited. For example, the perceived usefulness of social media marketing to a given restaurant may also depend on the type of its core offerings and the target demographic (Timilsina, 2017). Moreover, the effect of social media on customer engagement can be contingent upon several dimensions, including the organizational brand, the quality of service, and the overall customer journey (Majeed et al., 2020). As a large coffee chain, Starbucks may face challenges different from full-service restaurants in terms of using social media to drive engagement (Haskova, 2015). However, their strong brand identity and popularity among millennials could provide advantages. To mitigate the shortcomings presented above and provide novel avenues for exploration, the proposed investigation will focus on the challenges and opportunities the restaurant industry faces when engaging customers through social media marketing. The respective theoretical insights will be correlated with empirical evidence to create a unique framework that will be valuable for the restaurant industry.

Additional sources of secondary data:

This research will also examine the following secondary data sources:

1. Industry Reports

2. Customer Reviews About Starbucks on Such Social Media Sites as Facebook and Instagram

3. Review Websites Such as Yelp and Starbucks’ Social Media Accounts

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4. Starbucks' Marketing Materials of Chosen Restaurant

RESEARCH DESIGN

Methodology and methods chosen (and rationale):

Research Philosophy: Pragmatism

This research will use a pragmatic philosophy, prioritizing the actual outcomes and solutions instead of adhering to a single theory. The pragmatic paradigm will allow the researcher to integrate diverse methods and perspectives to assess the multifaceted and context-specific social media marketing phenomenon in the restaurant industry (Hampson and McKinley, 2023).

Research Approach: Mixed Methods

The research design includes a mixed-methods approach covering both quantitative and qualitative measures. The quantitative approach will be an online survey and social media tracking done through online analytics software (Snelson, 2016). It measures quantifiable elements of the customer engagement to determine the success of the various social media marketing strategies used. The qualitative approach will include interviews of the manager and customer to whom the focus groups will be assigned. This method will help in evaluating the respondents’ perspectives and getting more coherent data of social media marketing.

Research Philosophy: Pragmatism

This research will use a pragmatic philosophy, prioritizing the actual outcomes and solutions instead of adhering to a single theory. The pragmatic paradigm will allow the researcher to integrate diverse methods and perspectives to assess the multifaceted and context-specific social media marketing phenomenon in the restaurant industry (Hampson and McKinley, 2023).

Data Collection Methods

Online surveys (quantitative) will gather data on customer engagement levels and perceptions of restaurants' social media tactics (Zachl od et al., 2022). Social media analytics (quantitative) will track engagement metrics like likes, shares, and comments. Semi-structured interviews with restaurant managers (qualitative) will provide insights into their social media practices and challenges (Fissi et al., 2022).

Sampling Methods

The research will be done through purposive sampling based on size, location, and social media presence (Palinkas et al., 2015). Convenience sampling will be used for customer surveys and focus groups to quickly gather data from Starbucks customers participating in various activities. The mixed methods approach and multiple data sources help comprehend the research problem and cause triangulation of findings from three different sides. Quantitative data can be used to provide statistically oriented output associated with a focus on the usage of social media marketing efforts, while the qualitative one gives a full image and deeper explanation (Schoonenboom, 2023).

Sampling Methods

The research will be done through purposive sampling based on size, location, and social media presence (Palinkas et al., 2015). Convenience sampling will be used for customer surveys and focus groups to quickly gather data from Starbucks customers participating in various activities. The mixed methods approach and multiple data sources help comprehend the research problem and cause triangulation of findings from three different sides. Quantitative data can be used to provide statistically oriented output associated with a focus on the usage of social media marketing efforts, while the qualitative one gives a full image and deeper explanation (Schoonenboom, 2023).

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Ethical Considerations

As the research is intended to follow the mixed methods process, certain precautions should be taken to ensure that ethical issues are not introduced (Reynolds, 2020). For instance, given the research’s methodology, this research can cause physical or psychological danger or discomfort and the likely disturbance or alteration of actual welfare, among others.

To reduce these potential risks and harm, it will be important to ensure the following (Kadam, 2017; Mohammed and Ibrahim, 2019):

• Participants will be informed about the research purpose, procedures, risks, and benefits before giving their voluntary consent to participate.

• Participants will be made aware that their involvement is entirely voluntary, and they can withdraw from the study at any time without consequences.

• Appropriate measures will be taken to protect participants' privacy and keep their responses confidential. Personal identifiers should be removed from the data.

• Data will be securely stored as this is an important ethical obligation.

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LIST OF REFERENCE (Does NOT count towards the assessment’s overall word count):

Bhukya, R. and Paul, J., 2023. Social influence research in consumer behavior: What we learned and what we need to learn?–A hybrid systematic literature review. Journal of Business Research, 162, p.113870.

Cao, Y., 2022. The Influence of Social Media on Customer Behavior: Case Study from Starbucks. Highlights in

Business, Economics and Management, 2, pp.154-158.

Falgoust, G., Winterlind, E., Moon, P., Parker, A., Zinzow, H. and Madathil, K.C., (2022). Applying the uses and gratifications theory to identify motivational factors behind young adult's participation in viral social media challenges on TikTok. Human Factors in Healthcare, 2, p.100014.

Fissi, S., Gori, E., Marchi, V. and Romolini, A., 2022. Social media, brand communication and customer engagement in Michelin-starred restaurants during a time of crisis. British Food Journal, 125(13), pp.16-33.

Hampson, T. and McKinley, J., 2023. Problems posing as solutions: Criticising pragmatism as a paradigm for mixed research. Research in Education, 116(1), pp.124-138.

Haskova, K., 2015. Starbucks marketing analysis. CRIS-Bulletin of the Centre for Research and Interdisciplinary Study, 1(11), pp.11-29.

Ivkov, M., Blesić, I., Simat, K., Demirović, D. and Božić, S., (2016). Innovations in the restaurant industry––an exploratory study. Economics of Agriculture, 63(4), pp.1169-1186.

Kadam, R.A., 2017. Informed consent process: a step further towards making it meaningful!. Perspectives in clinical research, 8(3), pp.107-112.

Kaushik, V. and Walsh, C.A., (2019). Pragmatism as a research paradigm and its implications for social work research. Social sciences, 8(9), p.255.

Khan, A., (2017). Social Influence Theory.

Kim, M.Y., Moon, S. and Iacobucci, D., 2019. The influence of global brand distribution on brand popularity on social media. Journal of International Marketing, 27(4), pp.22-38.

Li, J., Kim, W.G. and Choi, H.M., 2021. Effectiveness of social media marketing on enhancing performance: Evidence from a casual-dining restaurant setting. Tourism Economics, 27(1), pp.3-22.

Majed, M., Asare, C., Tijani, A. and Nana, A., (2020). Exploring the impact of social media on customer engagement. International Journal of Advanced Science and Technology, 29(9s), pp.6766-6781.

Marangunić, N. and Granić, A., (2015). Technology acceptance model: a literature review from 1986 to 2013. Universal access in the information society, 14, pp.81-95.

Mohammed, M.S. and Ibrahim, R., 2019. Challenges and Practices of Research Data Management in Selected

PROJECT 'MILESTONES' (Project Time Plan) in Management Project BS3S93 Module

Highlight approximate dates for the key ‘milestones’ of your Research Project in

Management Project module next term eg. What are the key activities you will do between

your research proposal and oral presentation for your final research project ?

Management Project Module

(Jan-Apr 20XX)

Jan Feb Mar Apr

1. Have regular meetings with

Project Supervisor to discuss

research proposal and project

2. Improve research proposal

according to previous feedback

3. Agree research topic

4. Improve research question,

aim and objectives

5. Carry out further literature

review according to confirmed

research topic

6. Improve research approach,

strategy and data collection

methods

7. Improve sampling method and

sample size

8. Improve research design and

methods

9. Collect primary research data

10. Analyse primary research

data

11. Write up research results

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12. Submit final research report

including research findings (4000

words)

13. Research Project

Presentation (face to face oral

presentation, 10 minutes)

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Project Proposal

SUPPLEMENTARY ETHICS DECLARATION

(To be completed at the time of submission of final proposal to Module

Leader/Tutor)

Ethical considerations. Explain what implications your primary research may have regarding ethical issues. This section is designed to ensure that ethical issues in your proposed research have been fully considered. The following questions are based on University guidelines and should be answered in full by ticking either Yes, No, or not applicable (N/A).

Question Yes No N/A

1. Does the aim and method of your research respect the independence of your participants? ✓

2. Are measures in place to ensure confidentiality for participants? ✓

3. Are participants clearly asked to give consent to take part in the research? ✓

4. Can participants withdraw at any time if they chose? ✓

If you ticked NO to any of the above questions, you should indicate below how you intend to address these ethical concerns.

Question Yes No N/A

5. Do the objectives of your research lead participants to break confidentiality or otherwise engage in deceit?

6. Will your respondents be in a position where they might feel coerced into taking part in the research?

7. Will the data be used in ways not fully explained to the participants or respondents?

8. [unreadable]

9. Is the impartiality of the research at risk of being compromised by dependence upon the support of a particular sponsor or organization?

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If you ticked YES to any of the above questions, you should indicate below how you intend to address

these ethical concerns.

I confirm that I have read and understood the Guidelines on Ethics published on the Module Blackboard site and agree to abide by its principles.

Name (please print

clearly) Student No. Signature Date

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