BAM7030 Independent Professional Project Assignment Sample
Chapter 1: Introduction
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Background of Study
Investigation of the topic has explained that digital media platforms have helped revolutionise the overall marketing landscape which aims to offer unprecedented opportunities for brands to engage with consumers (Hanaysha, 2022). Among the digital media platforms, YouTube stands out due to its large user base and extensive reach. As of the year 2023, YouTube boasts over 2 billion logged-in monthly users globally, with the UK being the significant market (Globalmediainsight.com, 2024). It has also been identified that the platform’s diverse content and interactive features help in making it a powerful tool for brands that intend to grow customer engagement and overall awareness. Fast food companies in particular have undertaken YouTube’s capabilities to create a more compelling marketing campaign. The fast-food companies aim to make use of various content types that comprise advertisements, influencer partnerships and branded channels to connect with the targeted audiences (Ahmad et al., 2020). YouTube’s algorithms which mainly promote content based on overall user preferences and behaviour, further aim to strengthen the perceptibility of these campaigns, confirming that relevant audiences are being reached effectively.
Investigation of the research topic has helped the scholar to examine customer engagement and brand awareness which are considered to be critical metrics for fast-food companies within the highly competitive UK market (Hanaysha, 2022). Engaged customers are more likely to exhibit brand loyalty, participate in overall promotional activities and advocate for the brand that intends to grow the overall sales and market share. Awareness on the other hand turns out to be fundamental in attracting new customers and also expanding the overall market reach (Hanaysha and Momani, 2021). The interactive nature of YouTube allows for likes, comments, shares and subscriptions and also provides a rich environment for growing engagement and overall awareness. The current research aims to fill this gap by investigating the impact of YouTube on customer engagement and awareness of fast-food companies operating in the UK, thereby contributing to the broader discourse on digital marketing effectiveness.
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Research Rationale
Research rationale related to the study examines the impact of YouTube as a digital media platform on overall customer engagement and awareness of fast-food companies operating in the UK that stems from the increasing dominance of digital marketing within consumer-brand interactions (Molenaar et al., 2021). YouTube having its vast user base and dynamic content delivery aims to present unique opportunities for brands to reach and engage with potential customers. Within the competitive fast-food industry, where brand loyalty and customer engagement turn out to be highly crucial, undertaking YouTube’s capabilities might lead to a significant influence on consumer behaviour and overall brand perception. Despite the extensive use of YouTube by the fast-food companies there exists limited academic research specifically that mainly focuses on how these platforms grow overall customer engagement and awareness in this sector (Hanaysha, 2022). Moreover, understanding the impact aims to provide fast-food marketers with actionable insights to optimise their digital marketing strategies, looking to enhance overall customer interactions and also look forward to enhancing brand visibility.
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Research Problem
The research problem related to the study centres around the need to understand the specific impact of YouTube as a digital media platform on overall customer engagement and awareness for the fast-food companies operating in the UK. Making widespread use of YouTube by these companies has identified the lack of empirical data on how effectively the YouTube campaign translates into increased brand awareness and looks to deepen overall customer engagement (Luo et al., 2023). The gap persisting in knowledge aims to hinder fast-food marketers from fully undertaking YouTube’s potential to influence overall consumer behaviour and loyalty. Moreover, the fast-food market being highly competitive, understanding the nuances of digital platform efficacy turns out to be crucial for developing more effective marketing strategies (Kumar and Singh, 2020). The research problem that is associated with the study is fast-food market is highly competitive, and understanding the nuances of digital platform efficacy turns out to be highly crucial for developing more effective marketing strategies.
1.4 Research Aim
The research aim of the topic is to examine the impact of YouTube as a digital media platform on customer engagement and awareness of fast-food companies operating in the UK.
1.5 Research Objectives
- To examine the influence of YouTube advertising on customer awareness of fast-food brands in the UK
- To determine the role of YouTube content in shaping customer engagement with fast-food brands in the UK
- To evaluate the impact of YouTube campaigns in driving consumer behaviour and purchase intentions in the fast-food industry in the UK
1.6 Research Questions
- What is the influence of YouTube advertising on customer awareness of fast-food brands in the UK?
- What is the role of YouTube content in shaping customer engagement with fast-food brands in the UK?
- What is the impact of YouTube campaigns in driving consumer behaviour and purchase intentions in the fast-food industry in the UK?
1.7 Research Structure
Chapter one of the study underlays the research objectives and aims that allow for setting out the groundwork for future research purposes. Moreover, Chapter One also explains about research rationale explaining why the study is being performed along with the context of the study.
Chapter two of the literature review presents theoretical information and offers an in-depth analysis of the study leading to the overall progress of the research. Objectives developed in the introduction section are being examined to draw out interpretations that lead to the progress of research.
Chapter three of Methodology further underlays the justification of the study while selecting the research methods. Data collection and data analysis followed by ethical considerations will also be underlaid in the study.
Chapter four of findings and analysis underlays analysis of information based on thematic analysis. Investigating the themes allows for drawing out interpretations that lead to the overall progress of the study.
Chapter five of the study presents the conclusion and recommendations linked with the objectives, scope of future research and recommendations based on the overall analysis of the study.
Chapter 2: Literature Review
2.1 Introduction
The literature review section of the study discusses information that is mostly being gathered from secondary sources. Objectives that have been underlaid in the study are used to examine the literature section comprehensively to analyse and interpret information that seeks to positively contribute to the progress of research. Investigation of the literature chapter also allows the researcher to draw out meaningful inferences that are being used by the researcher to develop future research studies. The literature section of the study seeks to address the role of YouTube in shaping overall customer perceptions and behaviours that aim to provide valuable insights that aim to enhance marketing outcomes for fast-food brands in the UK. Finally, the literature gap and overall summary will also be underlaid within the study.
2.2 Theoretical Framework
Customer engagement marketing theory
Customer engagement marketing theory revolves around growing meaningful and long-term relationships between businesses and customers. it explains interactions that go beyond mere transactions, mainly focusing on emerging customers at multiple touchpoints throughout their journey with the brand. Examination of the theory explains that engaged customers are more likely to be loyal, advocating for the brand and readily contributing to its overall growth (de Oliveira Santini et al., 2020). Key principles of customer engagement marketing theory include developing personalised communication, active participation and ongoing dialogue. By tailoring out the messages and experiences to individual preferences and needs, businesses look to deepen their connection with the customers and also look to enhance their overall satisfaction. Understanding customer needs, choices and preferences allows the firm to design and develop products and services that match their expectations contributing to the progress of the organisation (Rosado-Pinto and Loureiro, 2020). Furthermore, encouraging the customers to actively participate in brand activities that comprise contests, surveys and social media discussions aims to develop a sense of belonging and investment within the brand community. The theory of customer engagement further explains continuous dialogue and feedback loops, businesses look to adapt their strategies to better serve the customer needs, which ultimately drives customer loyalty, retention and advocacy.
2.3 Influence of YouTube Advertising on Customer Awareness of fast-food Brands in the UK
According to Febriyantoro, (2020), in the contemporary landscape of marketing, digital platform plays a significant role in shaping out the overall consumer behaviour and overall brand perception. Among the available platforms, YouTube stands out as one of the most influential channels for reaching out and also growing engagement with audiences. The fast-food industry operating in the UK has recognised the importance of YouTube advertising as a means to enhance overall brand awareness and also drive overall customer interest. YouTube has seen an exponential growth rate of two billion logged-in monthly users which has helped make it a formidable platform for advertisers to grow their engagement with diversified audiences (Acikgoz and Burnaz, 2021). The visually appealing and interactive nature of YouTube ads enables fast-food brands to showcase their products in engaging ways, that aim to appeal to viewers with interactive visuals and compelling narratives. Through the help of targeting advertising algorithms, it allows the brand to reach out to specific demographic groups based on certain factors that comprise age, location and interests that further help in maximising the overall impact of their campaigns. One of the most significant aspects of YouTube advertising is its ability to reach out to the younger audiences, who comprise of substantial portion of fast-food consumers (Duffett, 2020). with the rise of digital natives, traditional forms of advertising including television commercials that has become less effective in terms of capturing the overall attention of this demographic. Considering this challenge YouTube provides a solution to this challenge by providing a platform where brands can aim to create content that mainly resonates with younger audiences, comprising humour, music and popular culture references in terms of making out the messages more relatable and memorable.
Furthermore, YouTube’s analytical tools aim to offer valuable insights into the behaviour of viewers, allowing the brands to track metrics that include views, engagement rates and overall audience demographics. Examining the overall data points, allows the fast-food companies to refine their overall advertisement strategies, tailoring content to better meet the preferences and interests of the target audiences (Tafesse, 2020). Considering the data-driven approach also enables the brand to optimise its overall advertising spend, ensuring that its messages reach out to the right set of people at the right time. In addition to increasing brand awareness, YouTube advertising plays a significant role in terms of shaping the overall consumer perceptions of fast-food brands. Through the help of carefully crafting the ad campaigns, companies aim to highlight their campaigns, they can even also highlight their commitment towards quality, innovation and social responsibility, which allows them to differentiate from their competitors (Arora and Lata, 2020). Example- Fast food companies might showcase their use of fresh, locally sourced ingredients or their efforts to eliminate the overall environmental impact through sustainable packaging practices. Companies looking to align their messaging with values that resonate with the consumers, brands looking to build up trust and loyalty, and seeking to develop long-term relationships with their audiences.
2.4 Role of YouTube Content in shaping customer engagement with fast-food Brands in the UK
As opined by Munaro et al., (2021), in the contemporary digital age, YouTube has emerged as a powerful platform for shaping consumer engagement with that of the fast-food brands in the UK. With the presence of a large audience reach and also diverse content ecosystem, YouTube aims to offer a unique opportunity for brands to connect with customers, develop meaningful and long-term relationships and drive loyalty. YouTube mainly serves a s array of content creators that range from professional filmmakers to everyday individuals, each of them producing content that rightfully resonates with specific audience segments (Silaban et al., 2022). Fast-food brands make effective use of this diverse content landscape to engage with consumers through various formats that include branded videos, influencer collaborations, cooking tutorials and behind-the-scenes footage. Brands further look to partner with popular YouTubers or sponsor relevant content, brands look to tap into established communities and also reach out to audiences who are already receptive to their messaging. It has also been identified that YouTube content aims to shape customer engagement with that of fast-food brands through the help of storytelling (Mohammad et al., 2020). Moreover, through the help of effective storytelling humanises brands, enables the fast-food brands to connect with consumers on an emotional level and also convey their values, mission and personality. Whether through heartwarming narratives about community involvement or inspirational stories about overcoming challenges, YouTube content allows fast-food brands to develop compelling narratives that successfully resonate with the target audience.
Furthermore, YouTube content provides fast-food brands with a platform to showcase their products in visually appealing and interactive ways. YouTube is also being used to promote high-quality food photography including immersive 360-degree videos, it allows the brands to tantalise viewers grow senses and evoke cravings for their menu offerings (Eslami et al., 2022). YouTube content shapes customer engagement with fast-food brands in the UK by incorporating elements such as recipe demonstrations, taste tests and food challenges, moreover, brands can also invite the viewers to participate in a culinary experience, growing a sense of excitement, anticipation and desire. In terms of driving awareness and interest, YouTube content plays a significant role in facilitating two-way communication between fast-food brands and their customers. Comments, likes, shares and direct messages allow for growing engagement with the brands in real-time, providing feedback, asking questions and also sharing their own experiences (Tafesse, 2020). Brands that look to participate in these conversations look to explain authenticity, transparency and also responsiveness thereby building trust and credibility with the audiences. Providing valuable and also relevant content that aims to enhance the overall customer experience, the organisation can look to develop long-term relationships with their audiences, driving loyalty and advocacy. Although YouTube content presents significant opportunities for fast-food brands in terms of growing engagement with that of the customers, it also holds on to challenges and risks (Vazquez, 2020). As consumers become increasingly discerning and sceptical of overtly promotional content, brands need to strike a balance between promotional messaging and genuine storytelling. Furthermore, the brands also need to navigate issues that comprise authenticity, transparency and ethical responsibility to avoid any form of backlash and negative publicity.
2.5 Impact of YouTube Campaigns in driving consumer behaviour and Purchase Intentions in the fast-food Industry in the UK
Based on the opinion (Duffett, 2022), the YouTube campaign mainly serves as a powerful tool for growing overall brand awareness and also capturing overall consumer attention. With a huge set of customer base globally, it offers unparalleled reach, allowing fast-food brands to connect with diverse audiences across demographics, interests and geographic locations. Through the help of creating compelling video content, brands can look to showcase their menu offerings, promotions and brand values that effectively grow the overall interest of the potential customers along with driving awareness of their products and services. Furthermore, YouTube’s targeting capabilities allow fast-food brands to tailor their marketing campaigns to specific audience segments, that maximise the relevance and also their effectiveness of their messaging (Duffett et al., 2020). By considering data insights that include demographics, interests and online behaviours it allows the brands to reach out among the consumers who are most likely to be interested in their offerings which increases the likelihood of growing meaningful engagement and also their purchasing intent.
YouTube campaigns that are being carried out also play a significant role in terms of shaping the overall consumer perceptions and preferences within the fast-food industry. Through the help of storytelling, humour and visual appeal it allows the brands to develop compelling narratives that help in building relationships with the viewers on an emotional level, fostering positive associations and also brand affinity (Tresa Sebastian et al., 2021). Moreover, YouTube campaigns also leverage interactive features that comprise clickable overlays, call-to-action buttons and end screens to grow immediate engagement and action. These interactive elements empower the brands to guide the consumers through the purchasing journey, which ultimately increases the conversion rates and also drives sales. Offering tangible benefits and addressing consumer needs and desires, allows the brands to effectively drive purchase intentions and also drive revenue growth.
2.6 Literature Gap
The existing gap that persists in the study is a lack of understanding related to the role of offline touchpoints including in-store experiences and traditional advertising, in terms of driving overall customer engagement. The literature gap that exists within the study is exploring how these offline channels complement and also interact with digital efforts that have failed to provide valuable insights into holistic customer engagement strategies for fast food brands. Lack of investigation into the impact of cultural diversity on fast-food marketing in multicultural societies such as the UK. Understanding the gap could provide insights into the efforts of diverse customer segments.
2.7 Summary
The analysis of existing literature on fast-food marketing predominantly focuses on digital engagement strategies, neglecting the influence of cultural diversity in multicultural societies such as the UK. Investigating this gap could also illuminate how fast-food brands aim to tailor their marketing efforts to effectively develop engagement with the diverse set of customer segments, that seek to grow their overall relevance and appeal within an increasingly multicultural market landscape. Investigation of the literature section has also explained understanding consumer behaviour in terms of offering them products and services that match their expectations and contribute to organisational progress.
Chapter 3: Research Methodology
3.1 Introduction
The research methodology chapter in the study investigates the implications of different research methods and then lays down their appropriate justifications that readily contribute to the progress of the study. The methodology chapter in the study allows the scholar to choose the methods that rightfully align with the research topic and also helps the scholar to make effective use of it so that it helps in finishing the research successfully (Pandey and Pandey, 2021). Implications of data methods and data analysis will also be underlaid within the study. Drawing out the results and using them for future purposes helps in increasing the credibility of the current research study.
3.2 Research Purpose
The purpose of the current research is to investigate the influence of YouTube advertising on customer awareness of fast-food brands in the UK. By examining the overall effectiveness of YouTube campaigns in reaching and engaging with consumers, the study aims to offer insights into the role of digital advertising in terms of shaping brand awareness and perception within the fast-food industry (Zhang et al., 2023). The research purpose of the study further explains about understanding how YouTube advertising influences consumer behaviour and preferences that can inform marketing strategies aimed at enhancing brand visibility, attracting new customers and also looking to foster loyalty in the competitive UK fast-food market.
3.3 Research Philosophy
The selection of interpretivism philosophy within the study helps the scholar to align with studying YouTube’s impact on UK fast-food customer engagement by recognising subjective interpretations. The interpretivism philosophy chosen in the study acknowledges that individuals perceive content differently, shaping their engagement and awareness (Verma et al., 2024). Employing qualitative methods such as interviews and content analysis allows interpretivism philosophy to capture diverse perspectives, and understanding about how viewers interact with fast-food content. By delving deeper into viewers’ meanings and experiences it investigates new insights into overall consumer behaviour and preferences (Kumari, et al., 2023). Undertaking this approach allows the scholar to develop the dynamic nature of digital media influence that seeks to offer a rich understanding of how YouTube shapes perceptions and engagement with fast-food brands in the UK. Selecting the interpretivism philosophy allows the research scholar to gain a deep exploration of the subjective experiences and overall perceptions of customers engaging with YouTube content. Investigating the research topic allows how digital media influencers to awareness and engagement from the consumer’s viewpoints that look to acknowledge diverse perspectives and meanings (Ocaña-Fernández and Fuster-Guillén 2021). The underlaid approach turns out to be highly crucial in capturing the nuanced ways in which the fast-food companies in the UK leverage YouTube to influence customer behaviour and perceptions.
3.4 Research Approach
Choosing out inductive approach within the study has turned out to be highly beneficial in terms of exploring the impact of YouTube on customer engagement and awareness for fast-food companies operating in the UK. Inductive reasoning mainly starts with observations and subsequently aims to develop broader generalisations and theories based on these observations. The current approach particularly suits the research as it aims to understand a relatively contemporary and evolving phenomenon where pre-existing theories might not comprehensively address the specific dynamics at play (Al-Ababneh 2020). By making use of an inductive approach, the research remains open to discovering new patterns and insights directly from the data. During the research, flexibility is considered to be highly essential in the context of digital media and overall customer engagement, where the behaviour of consumers and platform functionalities are continuously changing (Dubey and Kothari 2022). Employing qualitative data collection methods that include interviews, focus groups and content analysis of YouTube videos and comments allows for gathering rich and detailed information about customer experiences and perceptions. The inductive approach considered in the study leads to more nuanced and practical insights for fast-food companies aiming to enhance their overall digital marketing strategies. Hence, the implication of the inductive approach in the study turned out to be vital and significant.
3.5 Research Design
Selecting an appropriate research design within the study is considered to be vital for understanding the impact of YouTube as a digital media platform on customer engagement and awareness in the context of fast-food companies operating in the UK. Choosing exploratory research is considered to be particularly suitable while investigating a new or relatively under-researched area, where the primary goal is to gain insights and also generate a deeper understanding of the phenomenon (Thomas 2021). YouTube considered as a dynamic and evolving platform aims to provide a unique landscape where customer engagement and awareness mechanisms are continuously developing. Exploratory design within the study is also regarded as effective because it offers flexibility and adaptability within the overall research process. The exploratory design chosen in the study allows the researcher to delve into various aspects related to YouTube’s influence without being constrained by predefined hypotheses (Mahuika and Mahuika 2020). The current approach of exploratory design allows the researcher to provide flexibility and adaptability within the research process and allows the researcher to delve into various aspects of YouTube. Choosing out exploratory design is also appropriate as it encourages open-ended inquiry, growing the discovery of new patterns, relationships and themes that might not be evident through more rigid research designs.
3.6 Data Collection
The appropriateness of selecting a primary quantitative data method within the study is justified by the need for measurable and statistical analysis of the data to understand the impact of YouTube on growing overall customer engagement and awareness. Employing quantitative methods that include surveys and structured questionnaires, allows the collection of large sample sizes, that aim to provide generalisable results across the UK fast-food consumer base (Budianto 2020). During the study 6 marketing managers operating in the fast-food companies of the UK will be selected upon which the interview will be carried out. The data collection approach allows the researcher to identify trends, patterns and correlations between YouTube usage and customer behaviour that aim to offer objective insights.
3.7 Data Analysis
The selection of thematic analysis is considered to be highly justified in the study for its ability to systematically identify, analyse and report patterns within the qualitative data. Investigating the customer feedback, comments and interactions on YouTube, allows thematic analysis to help in uncovering underlying themes and insights related to engagement and awareness (Singh 2022). Themes within the study will be developed based on the responses of participants that will be provided by the researcher during the study. Respondents’ responses will eventually be examined and used within the study allowing the scholar to present more comprehensive study findings that readily contribute to the overall progress of the study.
3.8 Sampling
Random sampling will be developed within the study because it will allow the researcher with the equal opportunities of being selected within the study, which help the researcher in enhancing representativeness and generalisability of the findings. Purposive selecting the participants from the UK fast-food companies in the UK, Purposive sampling is mainly justified within the research as it allows for the deliberate selection of managers with specific expertise and experience in terms of YouTube for growing customer engagement and brand awareness (Gupta and Gupta 2022). Purposive sampling ensures in-depth insights and relevant data that turns out to be critical for understanding the platform’s impact on fast-food companies in the UK.
3.9 Inclusion and Exclusion Criteria
Inclusion and exclusion criteria within the study turn out to be vital for explaining the study’s participants’ parameters that ensure relevant and overall reliable data. Inclusion criteria for the current study might comprise UK residents aged 18-65 who regularly consume fast food and use YouTube once a week. Exclusion criteria within the study would exclude individuals outside this age range, non-UK residents, and those who do not consume fast food or are infrequent YouTube users (Zawacki-Richter et al., 2020). The overall criteria ensure that all the participants are representative of the target demographics, ensuring the validity of the findings regarding YouTube’s impact on customer engagement and awareness in the UK fast food sector.
3.10 Ethical Considerations
Ethics within the study are maintained by obtaining informed consent that ensures participants’ anonymity along with safeguarding data confidentiality. The participants are also fully aware of the study’s purpose and their right to withdraw at any time (Firdaus et al., 2021). Data gathered is also being securely stored and is used solely for research purposes, adhering to the ethical guidelines and overall regulations.
3.11 Research Limitations
The research limitation that is associated with the study is heavy reliance on self-reported data that might introduce response bias. The fast-evolving nature of YouTube and digital media trends might also limit the study’s overall findings’ long-term applicability. The lack of primary quantitative data is also a limitation of the study failing the scholar to present first-hand data and make comprehensive use of it to grow the study.
3.12 Summary
Analysis of the methodology section has helped the scholar in examining the implications of different research methods and also laying down their justification. The inductive approach selected within the study presents a relationship among the variables such as YouTube as a digital media platform and Customer engagement and awareness of fast food companies operating in the UK. Primary qualitative data has been selected from interviews with 6 marketing managers operating in fast-food companies in the UK has been selected. Finally, research ethics and limitations have also bee underlaid in the study.
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