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Essay Available:
Pages:
10 pages/β‰ˆ2750 words
Sources:
20 Sources
Style:
Harvard
Subject:
Business & Marketing
Type:
Research Proposal
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 48.6
Topic:

Effectiveness of Influencer Marketing in Marketing of Fashion Brands in China

Research Proposal Instructions:

For this assignment you are required to produce a new research proposal that is different from the one you submitted previously. We appreciate this will not lead to a FMP as your are not required to submit one.
This assignment requires you to produce a research proposal for your final project. Looking ahead to your final project, this will involve you conducting research and writing it up as a ‘critical paper’. During your final project you will be expected to put into practice the research and analytical skills that you have learned on the programme. The ‘critical paper’ will focus on a contemporary advertising and/or branding issue, investigating this issue thoroughly by collating, critically analysing and commenting on the ideas and viewpoints of others, together with those of your own. This way, the emphasis could easily be on secondary research providing that you design and plan it carefully.
The keywords here are ‘design’ and ‘planning’; this is why you will be first producing a research proposal as the assignment on this module. The research proposal is your plan. If you plan your research carefully, and you stick to your plan, then producing a good final project should be relatively straightforward.
The Research Proposal
This must be 3,000 words in length. It must focus on a topic that is directly related to your programme’s subject area and relates to a contemporary issue within the field of adverting and/or branding.
This assignment assesses your ability to:
• identify a relevant topic using appropriate market intelligence sources;
• use academic sources to develop an understanding of the topic;
• create clear and worthwhile research questions;
• design research methods that can reliably provide valid answers to the research questions;
• consider ethical issues related to the research methods chosen.
Proposal Structure
1. Title Page
2. Table of contents
3. Introduction
4. Literature review
5. Methodology
6. Timetable for completion (Gantt chart)
7. List of references
8. Appendices
Contents of Proposal Sections
Introduction
Present the background and context of the topic using market intelligence sources. These should demonstrate the usefulness of the planned research and identify a key research question emerging. Present a research aim and list of objectives at the end of the section.
Literature Review
Use academic journal articles and other reliable sources to create a deeper understanding of the chosen topic. These sources will form your theoretical framework and identify the specific issues or variables to be researched.
Methodology
Present the research questions and the research methods that will be used to answer them. Discuss the overall plan for the research, demonstrating why each research method is appropriate for the research questions. Include detailed plans for both data collection and data analysis.
Timetable
Using a Gantt chart, create a detailed schedule of the work that will be done to complete your final project.
List of References
All sources of information must be properly referenced using the Harvard system.

Research Proposal Sample Content Preview:

RESEARCH PROPOSAL: EFFECTIVENESS OF INFLUENCER MARKETING IN MARKETING OF FASHION BRANDS IN CHINA
Name
Due Date
Contents 1.0 Introduction. 3 2.0 Literature Review.. 5 2.1 Selection of Influencers. 5 2.2 Outcomes of Influencer Marketing. 8 2.3 Influencer and Brand Performance. 10 2.4 Research Gap. 11 3.0 Methodology. 12 3.1 Research Method. 12 3.2 Data Collection. 13 3.3 Data Analysis. 13 3.4 Overall Plan. 13 4.0 Timetable. 14 References. 16
1.0 Introduction
In recent years, influencer marketing has emerged as a popular contemporary advertising trend where a business pays social media influencers to promote products or services to their followers. According to a study by Data Bridge Market Research (2022), the global influencer marketing industry was estimated to be worth $7.36 billion in 2021 and is projected to grow at an annual growth rate of 32.50 percent in the next 8 years to reach $69.92 billion by 2029, demonstrating its growing importance in the advertising landscape. A report by Influencer Marketing Hub (2022) found that 75 percent of marketing departments were considering setting aside a part of their budget to spend on influencer marketing (Leung et al., 2022). The growing relevance of influencer marketing as an advertising trend can be attributed to its potential to reach younger audiences who may be difficult to engage with through traditional advertising channels. In addition, influencer marketing is often viewed as a more authentic and trustworthy approach to advertising, as influencers are perceived to have a closer relationship with their followers and can provide genuine product recommendations.
Despite the increasing relevance of the influencer market, there is still a lack of research on its effectiveness and how it compares to traditional advertising methods. Leung (2022) notes that there are marketers who have directed their resources toward influencer marketing but have no way of determining whether the resources were beneficial for them. To this end, influencer marketing is one of the most challenging advertising approaches to implement and assess, especially in cases where a company lacks decision criteria to guide the process (Leung et al., 2022). Some studies have suggested that influencer marketing can have a positive impact on brand awareness (Sundermann and Munnukka 2022) and purchase intent (Trivedi and Sama 2020), while others have found that it may not be as effective as initially thought (Bannigan and Shane 2019). Therefore, there is a need to investigate the effectiveness of influencer marketing to facilitate decision-making by marketers. The key emerging question is: What is the effectiveness of influencer marketing compared to traditional advertising methods in promoting brand awareness and purchase intent?
The proposed study will aim to conduct a systematic review of the existing literature to investigate the effectiveness of influencer marketing as a contemporary advertising approach in the marketing of luxury fashion brands, specifically in terms of its impact on brand awareness and purchase intent. Consequently, the two research questions that shall be investigated in the study are:
* What is the effectiveness of influencer marketing in the market...
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