The role of Social Media as a mode of Market Communication in the U.K Dissertation

The role of Social Media as a mode of Market Communication in the U.K - Dissertation Example TION 1.1: Introduction Marketing has been one of the most important aspects of creating awareness about different products and services. In last few years, the nature of marketing has changed a lot mainly because of the emergence of so many media tools capable of communicating with end users in an effective manner. One of the highly efficient and effective marketing communication tools that has gained immense popularity and acceptance in the global business environment is in the form of social media (Albrecht, 2006). Social media helps in connecting with different people in an easy and hassle free manner along with communicating wide arrays of messages in a simple and convenient manner. In the United Kingdom, almost two-third (65%) of the population has used Facebook, followed by YouTube (50%), and Twitter (23%). This shows that the acceptance level of using these social media is quite high among British people. Marketers too have realised the importance of social media and have been using them to promote their business products and services in a well planned and easy manner (Alderson, 2009). In the context of marketing communication, it becomes all the more important to deliver the messages to consumers in a clear and transparent manner along with enhancing the frequency and acceptance of the messages (Blanchard, 2011). Social media helps in connecting with large number of people along with spreading the message in a fast manner that further helps in communicating with consumers in a very fast and efficient manner. The major purpose of the research is to analyse and assess the role of social media as a mode of market communication in the United Kingdom (Alderson, 2009).For this purpose, the focus will be on the analysis of different social media tools and overall acceptance and usefulness in terms of enhancing the marketing appeal of different organisations in the UK. In this regard, the researcher has formulated the research aim and objectives being discussed further (Lovett, 2011). 1.2: Research Aim The primary aim of the research is to analyse and assess the role of social media as a mode of market communication in the UK. In order to achieve this proposed research aim; the researcher has formulated few research objectives discussed as follow. 1.3: Research Objectives The research objectives are as follow: To analyse the role of social media as a mode of market communication by comparing with other market communication tools To assess the usefulness and benefits of using social media tools in enhancing the market communication To identify the advantages and disadvantages of using social