The impact of social media on brand image of UK coffee shops - Dissertation Example

Only on StudentShare

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

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. ...
Download paper


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…
Author : franeckireggie

Related Essays

Impact of Social Media in International Marketing
14 pages (3514 words) Research Paper
Company Analysis: Starbacks Coffee
8 pages (2008 words) Essay
Impact of social media on marketing strategies
56 pages (14056 words) Dissertation
onsumer behaviour and decision making
10 pages (2510 words) Essay
Kudler Fine Foods Too Fresh to Go Product Launch
9 pages (2259 words) Essay
The Role of Social Media in Branding in the UK
8 pages (2008 words) Dissertation
The influence of Corporate Social Responsibility (CSR) on Taiwanese Consumers' Purchase Intention and Brand Image in the Diamo
34 pages (8534 words) Dissertation
Impact of social media on marketing
33 pages (8283 words) Dissertation
Got a tricky question? Receive an answer from students like you! Try us!