The Influence of Social Media Platform Marketing on the Global Reach And Performance of the UK Retail Sector Organisation.” A Case Study on Tesco Plc

Irfan Ullah Stanikzai; Haris Ali

doi:10.59890/ijbmp.v2i3.1903

Authors

Irfan Ullah Stanikzai Lecturer at Rokhan Institute of Higher Education
Haris Ali University of West of England (UWE Bristol)

DOI:

https://doi.org/10.59890/ijbmp.v2i3.1903

Keywords:

Social media platform marketing, Global reach, Performance, UK retail sector, Tesco plc

Abstract

The aim of the study is to analyse the impact of social media platform marketing on the global reach and performance of the UK retail sector organization, spe cifically focusing on the case of Tesco, and to provide recommendations for improving the effectiveness and efficiency of social media tools implementation for increased sales and revenue. The method of the study involves conducting a survey questionnaire among 107 employees of Tesco, selected through systematic sampling with priority given to marketing employees, followed by analysing the collected primary data using frequency analysis and descriptive statistics to explore themes related to social media platform marketing and its impact on Tesco's global reach and performance, as well as challenges and solutions associated with its implementation. The study found that implementing social media marketing positively affects Tesco's operational ability, with website traffic being the most influential factor, and emphasizes the importance of setting clear marketing goals and SMART objectives to manage challenges effectively. Based on the analysis, it is recommended that Tesco should implement SMART objectives, establish an effective budget, utilize social listening tools, develop a strong social media platform portfolio, and conduct market research to enhance their social media marketing strategy and improve business performance

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