The chapter delineates research design, the study population, sampling, instrumentation and the data collection mechanisms used in this study. Further, it outlines how data was analysed.The empirical type of research was used as it sought to prove or disprove the working hypotheses through the observation and experiment of data research. Moreover, it discusses the limitations, data collection tools among others.
3.1 Research Design
The research design was influenced by the specific aims, objectives and research questions. The research sought to search for answers on causal explanations for phenomena (Nassaji 2016, p.346). The study sought to explore a phenomenon to provide a description and in-depth comprehending the experiences of the participants. The social media due to its nature and characteristics emphasises on the use of social constructivism perspective to understand its complex environment. Moreover, the descriptive research method permits an extensive understanding of collective experiences and knowledge (Holloway and Wheeler 2010, p.3). Thus, the study was grounded in the qualitative method.
The study also made use of quantitative and case study methodologies. The inclusion of various methods as explored by Taylor, Bogdan, and DeVault (2015, p.45) is to ensure that the subject under study is thoroughly investigated owing to the complex nature of the topic under review. Moreover, the researcher utilised a descriptive survey that adopted the ex-post facto approach to gathering data. Surveys are used to collect data with the aim of explaining the conditions in identifying standards to compare the current conditions (Kothari 2013, pp.26). The ex-post facto approach was considered appropriate for the study to analyse how the beauty industry is utilising social media marketing. This is because the manifestation of how they are being used cannot be manipulated (Nassaji 2015, p.345). The survey was useful in establishing what functions the social media has to offer to the marketing professionals at large and how those in the beauty industry are utilising it. The influence of user characteristics, the challenges faced when adopting social media marketing were investigated. Additionally, the knowledge about various types of social media channels was gained as well as an understanding of the variations in their utilisation.
The rationale for the ex-post facto approach was informed by the usefulness of the plan in establishing causal relationships even when the researcher was not able to control any variables (Sekaran and Bougie 2016, p.20). The methods that can be utilised in such kind of studies are many types of surveys, such as those of correlation and comparison. It also makes use of quantitative methods of research, especially when the researcher sought to find out the frequency of a particular parameter, such as commenting on and liking a beauty brand social media platform.
3.2 The Population of the Study
The study population included the users of social media channels who are within the age range of18-40 years. The study included both the male and female genders. The population chosen for the study presented several unique characteristics that were critical to understanding the dynamics of social media marketing.
3.3 Sampling Procedure and Sample Size
The study chose a sampling design that led to less systematic bias and also reduced the sampling error as commended by (Kothari 2013, p.45). The sampling unit was taken to be of a small geographical area. An appropriate, reliable and comprehensive sampling frame was drawn to represent the population of the study. The precision, confidence level and whether a small or large variance was needed dictated the actual optimum sample size (Creswell et al. 2003, p.289). The resources available for the conduction of the study also determined the sample size. Parameters that were used, such as the most favoured social media channel for the marketing professionals were relevant in selecting the sample size. The technique used was non-probability sampling which is appropriate for qualitative research (Boyatzis 1998, p.100). The researcher narrowed down the sampling technique to purposive sampling. Moreover, this particular method was based on the fact that the researcher was able to choose the sample that was relevant in addressing the objectives. The recruitment of participants for the focus group interviews was based on three strategies, namely, snowballing, homogeneity and intensity. The characteristics that were required by the researchers for an individual to fit for participation were: one; they were two be active social media users and two, they were to have particular interests in beauty brands. Furthermore, the researcher was able to select 100 participants for the interviews. This group was selected from a group that was sharing a similar characteristic of homogeneity. These were college students and most specifically included the international students for the diversity of study. This particular size of the sample was chosen since the social media attracts a diverse group of individuals of varying nationalities and cultures.
Therefore, the study made a list of ten interested individuals and those who fit the criterion were seven in number. The research also sampled some individuals who were industry professionals of some beauty brands, and they were to be involved in the marketing department and most specifically, social media marketing. This was facilitated by the identification of a couple of beauty brands and establishing the professionals behind their social media marketing. The researcher went ahead and contacted them and sent them a consent form that they were to fill agreeing to be subjects in the research. From the identified population, a sample of 100 respondents was drawn.
3.4 Instrumentation
The study utilised the in-depth interviews to help in gathering critical social media marketing information from the professionals and also help understand the complexity of the subject. The responses collected from this form of interviews also enabled the researcher to establish a reliable and viable target group. Further, the interviews were particularly important in generating even more hypotheses that would later be used to design the online survey. Interviews were applied to ascertain the qualitative nature of the study.
3.5 Data Collection
Data of qualitative nature was obtained through the administration of data collection methods that consists of interviews (Patton 2013, p.81). Data was to be collected through three main categories; the first category dealt with the professionals in the field of beauty and who are utilising this marketing strategy. Additionally, the sample was drawn from users of the social media. The sample included those who utilise such channels like Facebook and Twitter.The study used in-depth interviews with the industry professionals as well as the users to gain the insights on their experiences and opinions regarding the adoption of social media marketing.The focus group interviews were facilitated for all the three categories of the online users, marketing professionals and those who run the channels, including Facebook and Twitter.This step was mainly encouraged to assess the interaction of the individuals which could be gained through individual interviews.The observation method was to be utilised to launch the online survey that would help to achieve the interactions between the users and the marketers of brands in the beauty industry in the media platforms.Morgan (1997, p.7) explained the value of in-depth interviews in the qualitative research. The in-depth interview is characterised by the richness of the material regarding the depth of study since, this specific way facilitates arguments, which in turn raises up different opinions on the subject.The focus groups also aim to provide a platform where incorrect claims are spotted and corrected.Consequently, it allows for validation of statements.
Moreover, to obtain valuable data, the first stage of data collection commenced with the conducting of in-depth and focus group interviews. After careful consideration of responses from the interviews and the review of the literature, the second stage of data collection was commenced with a start with online surveying. The process began with the collection of secondary data on the subject of social media marketing for the beauty industry. The procedure was followed by the construction of a pre-determined questionnaire for the interview questions. Then information was pre-coded for ease of inputting data during the analysis stage. The interview questions were to help the researcher establish the behaviour, feelings, attitudes, opinions, and values, their demographics and their present and past knowledge concerning the beauty industry using marketing tool to boost business operations and performance.
Further, this was followed closely by a pilot study to enable the pre-testing of the interview questions on another group that was not the leading target group. The aim was to test for variations in issues, meaning, and task difficulty as well as respondent’s interest and attention. The researcher also pre-tested the flow, skip patterns and timing of the problems. Based on the feedback, some of the items were rephrased and clarified. Identification of the sample to be questioned followed, and training was commenced after a month. The interviews were then held for three weeks, where the in-depth discussions with Professional Social Media Marketers of prominent beauty brands were first. This stage was facilitated through the use of Skype, a platform that enables, face to face communication. After, completion of the meetings, the online survey was launched by the major players on Facebook and Twitter as well as Instagram. The link that was supplied encouraged the target group also to use Word of Mouth to help more people to participate in the survey. The survey had no limitations on the number of participants. A deadline was, however, included to indicate the close of the study to facilitate the analysis.
3.6 Data Analysis
Qualitative research design enabled the research to explore various factors influencing marketing activities based on social media. The qualitative method is crucial in conversation analysis, interpretive phenomenological analysis (Braun and Clarke 2006, p111). The research did not want to strive towards the development of a theory, thus eliminated and required a flexible method that would be used across a range of approaches. There were two advantages that the researcher considered when choosing the data analysis method. First, the researcher was not a skilled professional in data analysis, and this particular method was uncomplicated since it did not require extensive knowledge of the theories and other technological complexities (Guest, MacQueen, and Namey 2011, p.71). Second, it was used across a variety of qualitative methods since it offers a general skills set for the analysis of data (Holloway and Todres 2003, p.230). The proposed framework for the analysis of themes as proposed by Braun and Clarke (2006, p.214) was employed. The first phase required the researcher to read the transcripts and note down the ideas. The researcher was to code for themes that presented themselves in the data, assigning each data to relevant code. There was the generation of ideas through the systems on the data provided into potential issues in the study. The items were then reviewed before assigning names to the generated views. After which the researcher was free to create a report for the final analysis. The process was recursive and required the researcher to go back into the different stages before concluding that all the data has been rightly assigned to a specific theme. The research had to ascertain whether the data aligned with the set research question of the study and the literature review. The researcher bore in mind some considerations, during the thematic analysis of the interviews. The researcher had to listen carefully to the recorded audio files to establish the context and the surrounding stimuli that generated a particular response and also ascertain the intonation used. The consistencies were also identified to determine the flow of discussion to be as natural as possible. This could be detected when there was a sudden change in opinion as in rational arguments (Salazar, Crosby, and Di Clemente 2015, p.13). The researcher was able to tell on the depth of an issue if a speaker talked intensely about it and also would say if a specific problem was of interest if it was frequently pointed out, considering the speaking, patterns of the participants. Importantly is the specificity to the answering of questions, especially when the first person was used to indicate personal experiences and the extensiveness of the response were shown by how many participants raised or discussed a specific issue.
Before the analysis of the online survey data began, the data was edited, especially and scanned for errors and omissions. The drawn data was coded by assigning various numbers and symbols which facilitated an efficient classification of data (Morgan 1996, p.129). Coding was also employed in the redesigning of the interview questions that were used. A second look at the coding of the data obtained ensured that coding errors were either minimised or eliminated. Every data collected was classified into sub-groups. Each group was assigned characteristics, therefore having coded the data; it was easy to sort the themes outlined with data sharing some features put in one group. The data was not supposed to fall into two categories; it had to be only one. After, classification, it was tabulated in tables ensuring that the principles of tabulation were regarded during the process. This step was particularly important as the tabulation enabled statistical analysis and help in summarising the data. Tabulation served as a tool through which errors and possible omissions and inconsistencies were recognised. After the completion of the analysis stage, the data was presented using graphs and tables. Descriptive statistics which includes, frequencies, percentages, cross-tabulations, means, and t-test were generated for analysis. The responses were summarised to show the utilisation of social media channels, about type, the frequency of use, reasons for the choice of a particular channel, and the level of education of the participants and what might hinder them from the usage of social media networks. The data collected was further analysed to identify the factors that lead to the choice of a particular channel or impede the adoption and possible solutions to the challenges identified.
3.7 Validity and Reliability
The testing of the interview questions during the pilot study ensured for the reliability and validity to create room for adjustments that if it were not looked addressed, could have resulted in immense bias and inconsistent results. As such, it would mean that the data in question were appropriate for analysis. Reliability was determined based on the Cronbach alpha method suggested by Tavakol and Dennick (2011, p.53) for consistency upon administration of the issues. The coefficient of reliability was at 0.90. The reliability coefficient of 0.70 and above was considered acceptable for the instruments, the sample design and the research design used in the study. The devices were deemed reliable for the study in question. Choosing the right methodology, research design, sample design and the proper techniques in data analysis (Schabenberger and Gotway 2017, p.71) was also resourceful in ensuring that the data was reliable. The research design and methodologies employed were able to address the study objectives and capable of testing the hypotheses. Data that was obtained from secondary sources as reliable as it was from scholarly articles or books. The sources for the primary data were also vetted ton accordingly ensure that they satisfied the parameters for inclusion, such as age.
3.8 Limitations
i. The research was limited by the availability of time which affected the results.
ii. Some of the respondents in the sample were not willing to provide critical information for the research and only agreed to do upon receipt of incentives form the researcher.
iii. The study was based on the marketing with social media in the beauty industry and therefore, the findings cannot be generalised to all other sectors.
3.9 Conclusion
The study utilised a qualitative design. Both primary and secondary data were from peer-reviewed journals and books. The analysis of data was carried out by applying descriptive statistics. Before the analysis of the online survey data began, the data had been edited properly and scanned for errors and omissions. Different data were coded by assigning various numbers and symbols. The testing of the interview questions during the pilot study ensured for the reliability and validity to create room for adjustments that could result in immense bias and inconsistent results if left unaddressed.
Chapter 4: Data Analysis and Discussion of Findings
4.0 Introduction
The section provides the account of the analysis and the discussion of findings relating to the issues affecting the adoption of social media for marketing strategy and attitudes and opinions, usage and experience and benefits and challenges to the passage.
4.1 Data Analysis
4.1.1 Respondents’ Categories
The research interviewed 100 respondents on the suitability of social media marketing in the beauty sector. Moreover, 70 of the total sample were marketers representing 70%. On the hand, 30 subjects were professionals from the customers and this was 30%. The figure below shows the response per category.
Figure 4.1.1: Respondents’ Categories
Source: Yazdanparast Joseph, and Muniz, 2016, p.253
4.1.2 Gender of Respondents
From the analysed data, there was 65 female representing 65% of the total sample. Additionally, there were 35 male participants representing 35%.
Figure 4.1.2: Gender of Respondents
Source: Chang, Yu, and Lu, 2015, p.781
4.1.3 Age of Respondents
The age distribution for the study was as follows: The analysis revealed that 22% of respondents were aged 18-24 years, 44% were aged 25-31 years, and 30% of the respondents were more than 32-40 years old.
Figure 4.1.3: Age of Respondents
Source: Rodney and Wakeham, 2016, p.2
4.1.4 Marital Status
The study sought to understand the marital status of the doctors. From the analysis, 32 respondents were married representing 32%. The divorced interviewee was 1 representing 1%, single subjects were 54 constituting 74%, and widowed participants were 23 representing 3%.
Figure 4.1.5 Marital Status
Source: Yazdanparast Joseph, and Muniz, 2016, p.250
4.2 Issues in Social Media Marketing
4.2.1 Perception of Respondents relating to the Relevance of Social Media Marketing
The researcher sought to determine the perception of respondents regarding the relevance of this kind of marketing. The analysis of the data revealed that there 94 of those interviewed indicated that the strategy is effective. The response represented 94% of the total sample. Additionally, 5 respondents showed that social media marketing is somehow viable but ought to be complemented with the traditional media channels. The response constituted 5% of the sample. Lastly, only 1 interviewee and that he was not sure of the impact of social media in marketing with respect to the beauty industry.
Figure 4.2.1: Perception of Respondents on the Relevance of Social Media Marketing
Source: Hudson et al., 2016, p.39
4.2.2 Awareness of the Available Social Media Marketing Channels
The study sought to determine whether the participant was aware of the social media marketing channels. 99 subjects indicated that are aware of channels, such as Twitter and Facebook. This represented 99% of the total response. Only 1 interviewee indicated that he only use the social media platforms for interacting socially.
Figure 4.2.2: Awareness of the available social media marketing channels
Source: Rodney and Wakeham, 2016, p.2
4.2.3 Cost
From the analysis, all subjected indicated that the advent of social media marketing has contributed to cost reduction. This response represented 100%.
Figure 4.2.3: Cost of Social Media Marketing
Source: Rodney and Wakeham, 2016, p.2
4.2.4 Organisational Culture and Competence
Moreover, the analysis sought to determine whether organisational competence affects the successful implementation of social media marketing in the beauty industry. 98 respondents agreed that this factor influences the efficacy of the new marketing approach. The response is equivalent to 98%. Only 2 of the respondents had a contrary opinion on this issue representing 2%.
Figure 4.2.4: Organisational culture and competence
Source: Yazdanparast Joseph, and Muniz, 2016, p.255
4.2.5 Strategies employed in Social Media Marketing
From the analysis, 85 respondents identified networking as the effecting way of enhancing social media marketing representing 85%. However, 15 of those interviewed revealed that information sharing is more practical. This response constituted 15% of the sample.
Figure 4.2.5: Strategies employed in social media marketing
Source: Agnihotri, et al. 2016, p.172
4.3 Discussion of the Findings
4.3.1 Organisational Culture and Competence
The research determined that organisational culture and competence is central to the adoption and successful implementation of the social media marketing. Under this construct, there were three items to be looked at regarding competency. Moreover, the respondents revealed that skill and attitude, corporate culture, and company resources are indispensable in this kind of marketing. The finding is consistent with the results of the research conducted byYazdanparast Joseph and Muniz (2016, p.253) in which personal traits and the characteristics of the firm were deemed indispensable. The study results posted a significant positive relationship between organisational culture and adoption of social media marketing. This fact supports a study done by McFarland and Hamilton (2006, p.435) which suggested that the support of an organisation influenced the use of technology. This claim brought to mind the fact that company’s readiness to take up new technology was an influencing factor to the adoption of social media for commercial purposes. The brands also implied that the availability of capable staff regarding marketing and even their attitudes were significant in the corporate culture and competence. Moreover, this reiterates a study done by Freberg et al. (2011, p.90) which indicated that the lack of IT skills hindered the adoption of any form of technology. The marketer and industry professionals also perceived that social media did not require unique skills and expertise about other types of web-based marketing, such as E-commerce or Internet marketing (Wang and Kim 2017, p.21). Another factor that would affect the adoption of social media marketing is whether the consumers have the readiness to adopt new technology. Depending on those factors, it was discovered that the consumers are ready to take, and therefore, reinforcing the capabilities of the firms to embrace it as well (Rohm and Weiss 2014, p.56).
4.3.2 Costs
From the analysed data, it was revealed that the marketers agreed that social media marketing is cost effective as compared to the traditional methodologies. Additionally, the interviewed customers revealed that companies that use the social media platforms for marketing purpose are convenient.Most of the marketers further reported of having sufficient resources to run a marketing campaign regarding competent and qualified employees. Furthermore, the majority of clients and marketers were convinced that they did not require experts at all since they found the use of social media marketing tools to be easy. The respondents argued that the cost of adoption showed no significant influence on social media marketing was the fact that most of the services offered for marketing on social media platforms are free, this includes Facebook pages as well as Twitter handles. Moreover, they also agreed that the organic reach content generated in social media is free. The only paid options for promotions are the Twitter ads and the Facebook ads which cost money (Rodney and Wakeham 2016, p.2). Therefore, the brands can adopt the social media for their marketing endeavours without actually using any time and money resources unless they find it very necessary about the goals of an organisation.
4.3.3 Compatibility and Usefulness
The majority of those interviewed posited that embracing social media marketing is feasible owing to the fact it is compatible and useful. Rogers (2003, p.10) indicates that harmony is a useful indicator and attribute when seeking to adopt a new technology or innovation, such as that of social media marketing. Moreover, there was a definite association between compatibility and the rate of adoption of social media marketing tools. The determining factors that were used included varying communication requirements, such as sending and receiving feedback, provision of information as well as customer service enhancement (Bhanot 2012, p.51). These factors were to check whether a presence in social media had any significant effects. About 80% were convinced and agreed that the social media would be able to cater for their communication needs and even contribute to an overseen factor, such as building on relationships. An estimated 75% of the subjects agreed that the beauty industry was compatible and relevant to establish a presence in social media for their products and services, and would easily be incorporated into the daily tasks of the company. Though the marketing tools that are offered by social media platforms do not deal with improving, solving the work tasks that were there before adopting social media marketing (Safko 2010, p.43). Additionally, issues, such as the consequential complexities involved in the process such us increase communication requirements among other issues.
4.3.4 Competitive Pressure
The research sought to find out whether the individual brands embraced social media marketing out of trouble or not. The results found out that most brands at 70% did respond to pressure as most of them resulted in using the platform while others were divided into whether they succumbed to pressure or they chose it because it was the latest trend and good for business (Chang, Yu and Lu 2015, p.781). Those who argued it was pressure, about 37% came from a point where traditional marketing had worked for them, thus they did not consider utilising the social media as a marketing tool. They chose the channel because it was the trend and most other competitive brands were embracing it. At 24%, others said that the traditional methods of advertising did not work for them, therefore when social media marketing came into play they thought of it as a possible game changer. Some marketers revealed that they did not succumb to the pressure in adopting social media marketing strategies. Most firms are seeking competitive marketing strategies to attract and retain customers (Schaffer 2013, p.45) A section of the respondents believed that the implementation of social media was influenced by the business model which requires new opportunities. Further, some marketers did not consider it at first to be anything more than customer service since they found it to be a natural and straightforward technique to market in social media as they were still inclined on E-commerce. Consequently,it was considered a critical strategy that involved the complete overhaul of a business model and the adoption and creation of a new one (Agnihotri et al. 2016, p.173).
4.3.5 Strategies employed in Social Media Marketing
4.3.5.1 Networking. The research sought to identify the various approaches that marketers and companies employ in the implementation of social media marketing. When the study subjects were questioned about the goals they hoped to achieve by applying this marketing tool; the marketers cited networking as one of them. The majority of the respondents agreed that it is through networking that they can establish long and meaningful relationships. They mostly agreed with the point that since social media was more of a communication tool rather than a platform for commercial purposes; they wanted to build relationships and engage with consumers. They added that in contrast to traditional forms of advertising, social media channels added a personal touch to doing business. Moreover, they also mentioned that networking was not limited to online users but extended to other companies as well (Booth and Matic 2011, p.189). Some of these examples include pharmaceutical companies and organisations that offered beauty and spa treatments (Agnihotri et al. 2016, p.173). They also cited the many ways they used to make this more user-centered rather than business-cantered. They included how they offered a deal, promotions, and contests either to engage the users or to excite the customers, away from the usual sometimes formal tones. As a result, this was particularly evident of the brands that had adopted social media marketing for a while. They were more interested in the creation of relationships through the network.
4.3.5.2 Sharing of Information. The responses the marketers gave were interesting. The majority recalled the same argument that the information provided should be more user-centered. Therefore, it had to comply with the 80/20 business rule that specifies what the features to be taken into consideration are. The content shared by businesses should offer additional insights about their products regarding latest trends that come in handy in this particular industry. According to Cohen (2011. p.36),80% of content should offer more information about a specific issue from the web and the remaining 20% reserved for the commercial content of the brand (Dahnil et al. 2014, p.120). As such, the information is intended to educate the potential consumer about a specific product offering and how to use the product. In this rule, everyone is satisfied. The users, interestingly, as the marketers remarked, also added, a twist of humor when sharing the content would lead to increased chances of linkable content. Lipschultz (2017) argued that the sharing of links to other sites evidently kept the users engaged and interested and increased chances of conversations (p.67).
The tradition
