The impact of social media on brand image of UK coffee shops

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The Impact of Social Media on Brand Image of UK Coffee Shops Abstract The companies in the present times are increasingly making use of the social media sites in order to ensure a competitive position in the international arena from a customer-centric perspective.


The main objective of this dissertation has been to identify the impact of the social media sites on the brand image of coffee shops in the UK for which Starbucks has been considered as the sample brand. In order to attain the objective, this dissertation has taken into consideration a mixed approach. Furthermore, the sample size for the project is 200 respondents who were supposed to respond to online survey. Questionnaire was also prepared comprising of close-ended questions. In this regard, it has been identified that social media sites imposes a significant impact on the creation of brand image of Starbucks. Table of Contents 1 Abstract 2 Chapter 1: Introduction 5 1.1.Background of the Study 5 1.2. Scope and Objective of the Study 8 1.3 Methodological Overview 11 1.4 Structure of the Project 12 Chapter 2: Literature Review 14 2.1 The Growing Significance of Social Media in the Business Environment of UK (Coffee Retailing) 14 2.2 Contribution of Social Media in Developing Brand Image 16 2.3 Influencing Factors Causing Impact on Inclusion of Social Media 20 2.4. Opportunity and Risks of Social Media Inclusion 25 2.5 Organisational Strategies Generally Adopted By UK Coffee Shops to Use Social Media 30 2.6. Research Gap 33 Chapter 3: Research Methodology 35 3.1 Overview 35 3.2 Research Philosophy 36 3.3 Research Design and Approach 37 3.4. ...
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