Good morning,
I would like to assign you with this task all the information you will find below, it is constructed using AI to outline the task requirements so you would have a clear instruction of what is required without bothering you with multiple PDF files. please follow the instruction and if there is any questions do not hesitate to ask.
1. Title (Clear, specific, concise)
Example:
2. Background to Research (Literature Review: 1,500 words)
Purpose:
Provide a critical and thorough review of existing academic literature on social media marketing, brand identity management, and Generation Z consumer engagement.
- Clearly define and critically evaluate the following key concepts:
- Social Media Marketing (SMM)
- Brand Identity
- Customer Engagement
- Highlight why social media is essential for Café Bean’s brand identity management and customer engagement, especially among Generation Z.
- Identify specific research gaps based on provided and additional literature.
- Critically evaluate and reference at least 6 relevant additional journal articles besides Bartoloni and Ancillai (2024).
Reference starting point (provided by course):
- Bartoloni, S. & Ancillai, C. (2024). Twenty years of social media marketing: A systematic review, integrative framework, and future research agenda. International Journal of Management Reviews, 26(3), 435-457.
3. Research Questions and Objectives (350 words)
- Clearly formulate one main research question based on the gaps identified.
- Define 3–4 specific, clear, and measurable research objectives clearly linked to your research question.
Example:
- RQ: “How can Café Bean leverage social media strategically to improve its brand identity and customer engagement among Generation Z?”
- Objectives:
- Critically evaluate the effectiveness of Café Bean’s current social media strategy.
- Identify how Generation Z consumers engage with brand-related content on social media.
- Develop recommendations for strategically managing brand identity through targeted social media activities.
4. Research Methodology (1,250 words total)
4.1 Philosophical Standpoint (350 words)
- Clearly choose and justify your philosophical approach (e.g., pragmatism, interpretivism).
- Explain explicitly how this philosophy supports your research objectives and question.
4.2 Methods: Data Gathering & Analysis (700 words)
- Propose a mixed-methods approach, clearly justified by literature.
- Qualitative methods (e.g., interviews with Café Bean’s customers and staff).
- Quantitative methods (e.g., surveys measuring customer engagement metrics, social media analytics).
- Clearly describe data collection and data analysis techniques (e.g., thematic analysis, statistical analysis such as regression analysis or correlation).
4.3 Ethics and Further Research Considerations (200 words)
- Identify clear ethical concerns (e.g., data privacy, informed consent, confidentiality).
- Outline clearly practical measures for addressing these ethical issues.
5. Time Schedule (200 words)
- Provide a clear, detailed timeline (e.g., Gantt chart) outlining research phases:
- Literature review (Month 1–2)
- Pilot study (Month 3)
- Data collection: qualitative and quantitative (Months 4–6)
- Data analysis (Month 7–8)
- Writing and revising the proposal (Months 9–12)
6. Outline of Expected Findings (200 words)
- Clearly indicate anticipated outcomes aligned explicitly with your research objectives.
- Example outcomes: Increased clarity on effective social media strategies, specific customer engagement improvements, and better brand identity perception among Gen Z customers.
7. References (Harvard style)
- Accurately formatted Harvard-style references.
- All citations clearly matched to references.
- Include the provided key article and at least 6 additional credible journal articles.
📌 Key Reminders for the Writer:
- Follow the required word count (3,500 words ±10%) strictly.
- All references must be academic sources (AJG-ranked journals if possible).
- Ensure clarity, coherence, and critical depth throughout the essay.
- Explicitly demonstrate the application of consumer and marketing theories (e.g., symbolic consumption, brand identity theory, CCT).
- Clearly align each section with the assessment criteria (Literature Review 25%, Research Objectives 15%, Research Methodology 30%, Ethical Considerations 10%, Outline of Expected Findings 5%, Quality of Proposal 15%). Thank you.