Macdonald's UK chain research proposal.docx - Impact of Social Media on Brand Loyalty MacDonald\u2019s UK Case Study Timo Table of Contents Introduction.3

Macdonald's UK chain research proposal.docx - Impact of...

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Impact of Social Media onBrand LoyaltyMacDonald’s UK CaseStudyTimo
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Table of ContentsIntroduction.................................................................................................................................................3Justification of the study..............................................................................................................................5Literature Review.........................................................................................................................................7Research objectives...................................................................................................................................10Research questions....................................................................................................................................10Hypothesis.................................................................................................................................................11Research methodology..............................................................................................................................12Conclusion.................................................................................................................................................13References.................................................................................................................................................14
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IntroductionExecutive summaryThe purpose of this study is to critically assess the influence of social media on the brand loyalty of MacDonald's fast-food chain. Besides it also intends to examine whether the contemporary or the conventional ways of using social media have a higher influence on brand loyalty. This research proposal comprises a brief introduction of MacDonald UK chain, rationales to conduct this study, review of the key theories that will be used in future research, research methodology, aims, objectives, questions, hypotheses, and the data collection procedure. Lastly, in conclusion, it vividly explains the predicted outcome and the prime reason for conducting this research Chosen Company McDonald's is one of the biggest fast-food chain restaurants having a strong footprint all over the globe. The restaurant is operated by its franchise, its affiliated members, and the restaurant itself. The revenues and the profits of the restaurant are generated from royalty fees, rents, and other fees given by the franchises alongside its selling activities (Mcdonalds, 2019). The products of McDonald's include hamburgers, French fries, cheeseburgers, chicken items, items for breakfast, soft drinks, different types of shakes, smoothies, and desserts, etc. The giant restaurant chain brought a major change in their menu as a response to criticisms regarding the nutritious values of their products and introduced green salads, fruits and wraps into their menu (Mcdonalds, 2019).
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In the UK the food chain has more than 1270 outlets and more than 120000 employees who are constantly striving to delight its customer base with tasty and nutritious food alongside quality customer service (News Room, 2019).MacDonald in the UK always keeps a close on their social media strategies to attract, engage andretain customers. The giant fast-food chain first promotes its new food items on its social media accounts and then analyzes the customer engagement report. The restaurant chain makes sure it is aware of the customer trends by being active on social media. Now when it comes to social media strategies the restaurant chain remains very transparent & honest about their strategies and mechanism of day to day operations. Additionally, the restaurantchain also urges its customers to ask questions about the ingredients of its food items to opt-out of any confusion.The brand always strives to give a personalized feeling to its customer base. To implement this try to remain calm and friendly while replying to the comments in the social media and follow a proactive approach rather than being reactive to customers’ bad comments. Besides, the companytries to come up with top-class and engaging content for their social media. Through these social
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  • Fall '08
  • MahmoodKarim

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