ANALYSING THE ROLE OF SOCIAL MEDIA MARKETING IN INCREASING BRAND AWARENESS OF FAMILY-OWNED BUSINESSES IN THE UK

Abstract

This research explores the influence of social media marketing on brand recognition and image among family businesses in the UK. In depth analysis which included correlation analysis, chi-square tests, and ANOVA was done to examine the complex interactions between different aspects of social media marketing effectiveness. The correlation analysis revealed significant associations between some factors. In particular, a higher degree of believing in the importance of the social media marketing strategy is negatively related to believing in the social media as an effective tool for increasing brand awareness.

On the one hand, however, the perceived relevance of social media platforms for reaching the target audience and their effectiveness in brand awareness promotion had positive relationship. The results of chi-square tests showed a statistically significant association between some social media marketing parameters like the communication strategy, storytelling capabilities, and customer loyalty. The findings show that social media initiatives boost the brand images and customer loyalty of the family-owned businesses.

The ANOVA results showed that there was no statistically significant difference in the evaluation of social media marketing on factors like brand recognition, fan interaction, and brand perception. This denotes a commonality of views among the sample due to its smallness or the changing nature of family business. In general, these results emphasize the interconnectedness of social media marketing solutions, brand awareness, and perception in family-owned enterprises. This piece of research gives a lot of useful information for strategic choices and resource distribution for the effectual use of social media marketing within a very competitive digital arena.

Chapter 1: Introduction

1.1 Introduction

Social media is being utilised as a commercial tool in addition to being a platform for social connection. In order to promote their products, business owners are attempting to maximise the usage of social media and digital media. Compared to conventional media like print, television, and radio, social media is seen to be a more cost-effective way to reach people.  In the case of family-owned businesses, entrepreneurs are trying to increase their presence on social media platforms like Facebook, YouTube and Instagram to reach more customers (Dubbelink, Soria and Constantinides, 2021).  The brief discussion includes the background, signifies and rationale of the study along with aims and objectives. This is used to find more relevant information regarding the role of social media in family-owned businesses.

1.2 Background of the study

Social media marketing is the term used to describe the strategy employed by business organisations to promote goods and services to customers. According to the report of Statista (2022), it can be stated that by the end of 2023, the social media advertising platform will increase its value by $268.70 billion. A growing number of businesses have embraced social media usage in recent years, a development that might alter connections and organisational practices (Saldanha, Mulye and Japutra, 2023)

It offers strong routes for communication.  According to the report of Wood, (2023), more than 28% of businesses in the UK generate more profit after using social media platforms.  This study focuses on the factors, advantages and disadvantages which are playing a significant role in increasing brand awareness. In order to shed more light into the subject of social media usage among family owned businesses, the current study will utilise a quantitative method based survey design that will survey different stakeholders working within family owned businesses to understand how they utilise social media technologies.

The theoretical side of this research is based upon the current literature, that includes the studies of Harwood (2020), Paruzel et al. (2020) and still others. The research is conducted in the light of the social identity theory which means that society of the customers is a major factor differentiating their needs from one another (Harwood, 2020).

On the contrary, another concept that will be pivotal for the course of discussion is the Customer Engagement Theory which is a theoretical background to the variety of channels and tactics to interact with customers in the most effective manner (Paruzel et al., 2020).

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1.3 Aims and Objectives 

Aims

The paper is going to analyze the importance of social media marketing as a tool to increase the brand recognition among the customers and to create of the family-owned business of UK.

Objectives

• To identify the impact of social media marketing on family-owned businesses in the UK
• To recognise the positive impact of socialism media marketing to increase barbed awareness
• To recognise the challenges while adopting a social media marketing strategy by the family-owned business organisation

1.4 Research Question

RQ 1: What is the impact of social media marketing on family-owned businesses in the UK?

RQ2:  What is the benefit of using a social media marketing strategy for brand awareness?

RQ 3: What are the challenges faced by family-owned businesses in the UK to develop social media marketing strategies?

1.5 Research Hypothesis

1. Main Hypothesis:

• H0 (Null Hypothesis): There is also an insignificant correlation between positive attitudes towards social media marketing and the level of brand awareness among enterprises owned by families in the UK.

• H1 (Alternative Hypothesis): There is a pronounced positive correlation between kinds of attitudes towards social media marketing and brand awareness levels in family-owned businesses in the UK.

2. Additional Hypothesis:

• H0: The type of social media used cannot increase the brand awareness in family-owned businesses largely.

• H1: The form of platform for networking is of importance considering the level of the awareness on the brand family-owned business will vary based on the social media platform.

3. Further Hypothesis:

• H0: There is not a great deal of difference in the perceptions of the effectiveness of social media marketing of owners, managers, or marketing personnel of family-owned businesses.

• H1: It is clear that there is a strong gap between the views of a family-owned business owner, managers, and marketer on social media effectiveness.

1.5 Problem Statement

The majority of small family-owned businesses have limited time and financial resources to market their brand to customers before their competitors do.  The addition of social media marketing is the most effective way to connect with a diverse group of customers which is used to increase sales and brand awareness (Makrides, Vrontis, and Christofi, 2019) Due to technical literacy or lack of communication, some business owners are not aware of the benefits of social media, which can create problems for them to increase competitive advantages. This research contributes to filling the knowledge gap by analysing and uncovering how the social media marketing strategies are used by the family owned businesses in UK to grow their brand awareness.

 1.6 Research Rationale

Building and developing the brand awareness in the present UK business environment is a difficult task especially for small family-sized companies. Social media marketing has become an inevitable factor in determining the decision-making processes of buyers by improving brand visibility (Obermayer et al., 2022). This is used to find a wider audience by understanding their needs and demands to recognise the changing behaviour of consumers. The growing dependence on digital platforms helps to communicate with the targeted customer group (The Economic Times, 2023). Due to the increasing usage of social media, people prefer to find brand-related information on social media, so small businesses must share their product-related updates on social media. As per the report of Dixon, (2022), it can be stated that in the UK, Millennials and Generation Z are the most active users of social media.  Family-owned businesses can identify their strategy customers and communicate with them on social media to draw their attention towards different products and services. Increasing brand awareness became a difficult task, this study can help to identify the ways which help to increase brand reputation by appropriately using social media.

Figure 1: Different social media platforms used by small business organisations

(Source: Dixon, 2022)

According to the above figure, it can be stated that most small business organisations are using Facebook to promote their products and services. The increasing popularity of the social media platforms such as Facebook and Instagram, offers opportunities for family-owned businesses to gain the utmost benefits.

1.7 Significance of the study

The current study focuses on evaluating the role of social marketing may ensure marketing efficiency for family-owned firms in the United Kingdom. The study is important for comprehending the advantages and significance of social media marketing in family businesses (Jamil et al., 2022). When it comes to introducing and promoting their goods and services to consumers, promotion through social media is used to connect large groups of customers.  For family-owned businesses, it is a helpful strategy to attract more potential and dependable clients. Family enterprises must emphasise how to position their distinctiveness to obtain a competitive advantage. 

This study shows the importance and contribution of social media, which implies networking to diversify the business of family-owned businesses. Investigating the use of social media technologies is thus the paper’s goal (Hall, 2021). The investigation of this study focuses on two factors one is the role of social media as a tool in developing brand awareness by small business organisations, second, it offers an understanding of the competencies that are crucial for social networking and cooperation, observations of this study can be helpful to reduce the charges while using social media marketing (Hall, 2021). The understanding of this study may directly affect family-owned companies in the UK.

1.8 Summary

Family business wonders are using social media pages as a mode of communication with the customers through this can share product-related information which is used to increase brand awareness.   This shows that social media marketing is a cost-effective method which can offer benefits to more than 4.8 million family-owned businesses currently operating in the UK. The investigation of this study can help to find out the impact and contribution of social media advertising to increase brand reputation and brand value of family-owned businesses. The rise in popularity of social media platforms like Facebook, Instagram, Twitter, and YouTube, has brought about a transformation in online communication patterns. Companies have raised the attention to the target customer group to increase revenues.

1.9 Structure of the Dissertation

Figure 2: Structure of the dissertation

(Source: Self-developed)

Chapter 2: Literature Review

2.1 Introduction

Social media is an effective web-based tool that lets people produce, co-create, edit, share, and interact with readily available user-generated material. This tool helps family-owned business organisations to identify the needs and demands of buffet communities. The purpose of the literature review is to determine the impact of social media marketing by evaluating and analysing the available sources. This literature review chapter contains several noteworthy papers and trustworthy sources that are necessary to complete the investigation. In addition, it also discussed the role of theories and concepts to improve the quality of the study. This chapter shows the role advantages and challenges related to social media marketing that is used to ensure the marketing effect of small business organisations.

2.2 Theoretical Framework and Conceptual Framework

The conceptual framework regulating the role of social media advertising in small, family-owned businesses in the UK creates a mutually beneficial connection among these companies and the digital world. The vital connection among social media channels and the particular circumstances of family-owned enterprises in the UK is central to this strategy. The framework additionally underscores the vital role of improved awareness of brands made available by social media. Family-owned startups seize on their capacity to connect and identify with their intended demographic by actively participating in these online communities (Bednarz, et al. 2022).  In addition, under this framework, trust-building appears as a vital lead for effective social media marketing techniques.

Figure 2.6: Conceptual framework

(Source: self-created)

Theoretical applications are used to find out the better social media marketing strategies which can help to guide the business owners of the finally win business. This can be helpful for the core theme who are associated with the family-owned business to reach their target customer group.

 Figure 2.7: Theoretical Framework

(Source: Self-Developed)

Social Identity Theory

According to Social Identity Theory, it can be stated that markers can defy the demands and requirements of individual customers belonging to a different society.  This theory focuses on identifying the cations and purchasing behaviour of customers on social media platforms. Referring to this theory, it can be observed that the leaders of family-owned business organisations can identify the changing demands of modern customers (Harwood, 2020). Understanding the significance of the psychological and sociological requirements that attract social media users to form connections with global businesses, this thesis investigates the applicability of the global social identification process to global social media branding strategy.

Consumer Engagement Theory

Customer engagement theory refers to the strategies and tactics used by businesses to connect meaningfully with consumers via a variety of channels. This is used to build brand loyalty and improve the customer experience across all touchpoints (Paruzel, Danel and Maier, 2020).  Family businesses are small and have a limited market share so the development of a customer engagement strategy can be beneficial in identifying the strategy customers use to promote the right products to the right customer group (Paruzel, Danel and Maier, 2020). The number of customers of family-owned businesses is limited, so the business team needs to find an individualistic marketing strategy by observing the knowledge of this theory.

2.3 Role of Social Media Marketing in Family owned businesses

The process of promoting new goods or services among large groups of people through digital media is known as social media marketing. This is used to identify the target market and customers, so an owned business which belongs to the UK can identify the demands of the markets. According to the report of the House of Commons Library, (2022), it can be stated that 4.8 million family businesses are operating in the UK business market.  The family-based businesses have limited financial resources, in such cases social media is used to connect with treated customer groups by identifying their interests towards any particular products and services. Social media marketing offers opportunities to adopt a middle and cost-effective method of marketing.

According to the House of Commons Library, (2022) report, Social media marketing is essential in describing the existence and growth patterns of family-owned companies in the United Kingdom. Considering the fact that most of these businesses are tiny in scale, social media networks have an enormous impact. It serves as an expanding power, allowing such companies to expand their reach while connecting directly to their intended customers. Social media offers a convenient means for family-owned enterprises to share their different narratives, opinions, and personal connection that they offer to the items they sell. It is an inexpensive strategy that companies can use to enhance reputation, establish relationships with consumers, and position themselves from others in more crowded markets.

According to Tajvidi and Karami 2021, The significance of social media marketing in family-owned businesses may be expanded and framed according to the study’s findings regarding social media use in SMEs in the hospitality industry in the UK. Social media marketing is an innovative force for family-owned businesses in the UK, reflecting its significant impact on SMEs in the hotel sector. Leveraging social media channels seems to be an essential strategy for enhancing efficiency and boosting awareness of a brand in today’s company marketplace. The study’s verification of social media’s positive impact on small and medium-sized enterprises resonates substantially in the setting of family-owned businesses. It highlights the networks’ potential to promote growth and enhance overall business performance. As demonstrated by the utilization of social media for arrangements and advertising needs Based on the inferences of the study, benefits significantly to the general achievement of companies.

2.4 Benefits of using product marketing in small business

The enormous advertising costs of big business have historically made it difficult for small enterprises to compete, particularly when it comes to outdoor billboards, radio, and television.  According to the opinion of (Dubbelink, Soria and Constantinides, (2021), in this digital era with the use of any family-owned business can use the Internet and social media may interact with clients easily.

As per the report of Dubbelink, et al. 2021, Social media networks have an extensive reach, enabling companies to advertise their brand to a broad demographic. Consistent and intriguing material assists in establishing the brand and being subjected within the UK market. Engaging directly with customers via social media boosts participation and fosters relationships that last. Listening to feedback, messages, and critique assists companies connect with consumers on a more personal level, boosting trust and loyalty. Social media connections have broad targeting abilities. Businesses in the UK may customize advertisements according to specific characteristics, hobbies, habits, and areas, thus guaranteeing their advertisement campaigns reach the most acceptable audience. Hence, having a benefit of online marketing is playing and has also played an important role in the UK market place. 

Figure 2.3: Benefits of social media marketing

(Source: Dubbelink, Soria and Constantinides, 2021)

According to the above figure, it can be stated that Family-owned business organizations can identify competitors, alternatives, and competitive advantages with the use of social media. As stated by Makrides, Vrontis and Christofi, (2019) social media marketing is used to identify the demands of the market so that organizations have better strategies to improve the quality of products. This can be beneficial to ensure brand awareness among targeted groups. It can also be stated that through strengthening client relationships, social media can assist small business organizations in increasing consumer engagement by providing the right information to them.

According to Matoušková 2022,  There are many apparent benefits of carrying out promotional strategies for small businesses in the UK, according to significant findings from numerous studies on online advertising and its impact on companies, especially in the setting of small businesses. Product advertising in small businesses improves their market presence. These companies can broaden their reach outside limits of geography by utilizing online resources and systems, enabling them to reach more consumers and different markets within the UK. 

Small businesses can market their items via digital marketing at an affordable price. As contrasted with conventional promotional strategies, efforts like SEO, specific advertising, and social media marketing offer extremely affordable yet highly efficient paths for calling prospective customers. Product advertising strategies help startups to connect more closely with their customers.

Companies can deepen their ties with their clientele through customized offers, specific content, and active interaction on online platforms, promoting loyalty and trust. Small businesses could receive real-time feedback from customers due to digital advertising. This data helps companies to comprehend consumer tastes, habits, and market dynamics, enabling businesses to swiftly alter their line of goods and advertising strategies to match evolving needs in the UK market.

2.5 Challenges faced by the family-owned business in the UK to utilize social media to increase brand awareness 

Based on the report of Tiwasing 2021, Based on the study’s consequences for rural SMEs and their use of online socializing for success in business, there are multiple challenges faced by family-owned businesses in the UK in applying social media to increase their reputations. In some communities’ modern technologies and internet options ranging from very simple to more sophisticated can be scarce, which makes it hard, especially in rural areas. The problem of a slow Internet connection or less reliable transmission system arises frequently and leads to the inability of small business owners to utilize social media tools to their advantage properly. Not all family-run companies might possess the necessary expertise and knowledge to effectively use social media. Leveraging these mediums for advertising needs specialized expertise regarding creating content, social media computations, and methods for digital marketing, which certain companies may lack. Not all family-owned businesses might possess the necessary abilities and knowledge for effectively using social media. Leveraging these mediums for advertising requires specialized expertise in creating content, social media algorithms, and methods for digital marketing, which certain companies may lack.

According to Khan, et al. 2022, Similar to the challenges of digital entrepreneurial spirit, family-owned businesses might encounter resource and ability limitations while accessing social media platforms. Insufficient funds, employees, or encounters may make it challenging for them to invest adequately in social media tactics. Understanding adaptation to the digitization and the digital world can present obstacles for family-owned businesses. Businesses like these may struggle to change their current company procedures and values for them to communicate with buyers on social media networks successfully. Family businesses may lack specialist knowledge and skills in online advertising and social media strategies. Knowing the structure of multiple social media locations, creating content, and effective communication strategies might all be challenging. A big obstacle could be a lack of expertise in social media marketing and digital planning.

Based on the study of Gamble, et al. 2021, leads to the creation of value among family-owned SMEs and their vendors, there are many challenges specific when utilizing social media for expanding brand awareness in the UK. The customized experiences and connections to emotions that result from long-term relationships with vendors may be challenging to duplicate or depict effectively through social media. It can be challenging to transform these customized interactions into digital content that connects with UK audiences. Social media interactions tend to be commercial. Combining the development of significant, emotional experiences comparable to vendor connections against the more for business. facets of social media contribution is challenging for UK-based family-owned businesses.

2.6 Identification of the strategies used to reduce the challenges and gain benefits from social media

Competition in the UK business market has been increasing day by day, so it has become difficult for the family-owned business to find the right social media platform to adopt the marketing strategy. One strategy that might help small firms survive longer is social media marketing (SMM).  According to the point of view of Dwivedi et al., (2021), it can be stated that while creating marketing plans, a lot of small business owners overlook digital media.  Lack of awareness regarding social media affects the marketing effect of small business organisations. On the other hand, the largest companies in the UK such as Unilever, and Tesco are working with social media influencers to promote the business. In the case of small organisations business owners are not able to collaborate with the influence due to lack of financial resources.  In such cases, small organisations need to develop the content of social media marketing by providing lucrative photos and videos of the products.

Figure 2.5 Strategies used to ensure social Media Marketing efficacy

(Source: Li, Larimo and Leonidou, 2020)

According to the above figure, it can be stated that it has become more necessary for marketers to strategically use and leverage social media to achieve competitive advantage and superior performance.  As supported by Stieglitz et al., (2018) social media was formerly an independent marketing tool, but over time, its function shifted to become a source of marketing intelligence, allowing businesses to track, evaluate, and forecast consumer behaviour.

On the other hand, family-owned businesses can adopt data analytics tools such as big data to identify marketing trends and demands which help to promote the most demanding products on social media platforms (Shahbaznezhad, Dolan and Rashidirad, 2022). The other regular live sessions on Facebook, YouTube and Instagram are used to increase user traffic on the social media pages of family-owned businesses.

 Make use of a social listening tool to make meaningful connections with trends. Developing trend content that works requires a firm grasp of the customer’s voice.  Young people are very aware of the usages and benefits of social media platforms and family-owned business organisations can hire young and dynamic talents who can help create user-generated content to draw the attention of a diverse group of customers (Koessmeier and Büttner, 2021). The ever-changing nature of today’s market has made it difficult to gain competitive advantages.

Family-owned businesses need to look for people who are adept at producing interesting content in a variety of media and who also have a solid grasp of online culture. Family business owners need best-performing posts to increase customer engagement. According to the point of view of Koessmeier and Büttner, (2021), identifying the activity of the customers is used to identify the purchasing habits which help to promote the most demanding products to increase brand awareness.

Concentrating on producing content that engages the current community, clients, and followers can be helpful for family-owned business organisations. Sharing user-generated content campaigns helps to increase the reach of users and get more brand awareness.  As stated by Mason, Narcum and Mason, (2021), cross-posting and responding to comments on many channels are essential to staying active across multiple platforms. It is simple to get overburdened and exhausted in the absence of a well-thought-out plan. Posting content and engaging with your audience are only two aspects of social media marketing. Working together with other departments including customer service, product development, and demand creation is part of it.

2.7 Literature gap

Observing the above discussion, it can be observed that the researcher has found a significant gap due to the limited information.  There are lots of published journeys which show the importance of social marketing in increasing brand awareness (Koessmeier and Büttner, 2021). There is a significant amount of literature which describes the family-owned business and its social media marketing strategies (Koessmeier and Büttner, 2021). The research team tries to find out the relevant information and mintage the significant gap in the literature. Use of relevant data to provide appropriate information which helps to fulfil the aims and objectives of the study.

2.8 Summary  

Observing the above discussion, it can be summarized the deviation of sting literature used to identify the citation of scale media marketing. Product marketing is the finest option for small business organizations when it comes to selecting customers through targeting, segmenting, and positioning.  This used to increase the polarity of products among the targeted group which helped to ensure brand awareness towards the products produced by family wines business in the UK.

The discussion highlights the difference in citing literature among social media marketing and product advertising. It highlights that product marketing is an excellent option for small businesses, especially family-owned farms in the UK. Marketing for products becomes helpful to boost exposure and knowledge among sure consumers through its aiming for, division, and positioning strategies. This customized method leads to better awareness for products produced by family-owned farms in the UK.

Chapter 3 – Methodology

3.1. Introduction

Social medias capability in raising brand awareness for family businesses is a significant issue in the current business landscape. Promotional content disseminated through the use of digital platforms warrants a critical investigation in relation to business families that govern organizations as it is done only in Great Britain. This study enters the complex dance; a positivist or deductive approach with quantitative research method is used to measure how social media marketing strategies operate and relate as outcomes of brand awareness. The methodology section is the main outline of philosophical underpinnings, research approach design and ethical concerns that are driving this study. Its objective is to present a structured approach for empirical research that reveals the underlying methodology used in unpacking complex interdependencies representing social media marketing of family businesses.

3.2. Research Philosophy

It can be viewed as a paradigmatic approach to research philosophy with positivist characteristics reflecting the nature of empirical inquiry concerning phenomena that are observable and measurable (Khatri, 2020). Positivism is a suitable choice when implementing such undertaking of the complex nature of family business, social media marketing in UK firms. Its application of the scientific method and analysis on quantifiable phenomena conforms to research goals, wherein a systemic investigation can be conducted as to whether social media marketing affects brand awareness (Al-Ababneh, 2020).

This approach acknowledges the existence of an objective, empirical reality that serves as a stable foundation for collecting and analysing quantitative data (Park et al., 2020). The concept of positivism is very applicable to this study because it detects the empirical facts, along with identifying patterns in how social media marketing operates.

Since research is quantitative, positivism provides a solid platform for hypotheses to be postulated and statistical methods can help prove objective conclusions (Alharahsheh and Pius, 2020). This statement is completely consistent with the desired ultimate objective of explaining how social media marketing campaigns influence brand reputation in family-owned organizations.

This philosophical choice is substantiated by pertinent literature, illustrating the prevalence of positivist methods in studies concerning marketing strategies and consumer behaviour. Junjie and Yingxin (2022) observed on positivism, parallel with these elements further suggest the correctness of this paradigm for intimate relatives between social media marketing measures as well as brand awareness. This research subscribes to positivism, presuming a strict methodological approach while the scholastic debate on effective marketing approaches for family-owned businesses in UK is taken into account (Mauthner, 2020).

3.3. Research Approach

The research is conducted in a deductive approach, an orientation supported by positivist research philosophy that drives empirical results and scientific objectivity (Casula et al., 2021). Deductive method, based on the generation of hypotheses after theories and studies, is used to perform neutral research considering the impact communication marketing strategy has on brand awareness for family-owned companies in UK (Proudfoot, 2023).

Through deductive reasoning the hypotheses are formed and by means of the generalization on the basis of already proven researches and theories (McKibben et al., 2020). The progress of existing knowledge is achieved by means of hypothesis (Pearse, 2021). These hypotheses lead to designing the quantitative inquiries and using these results to finalise the valid conclusions. As for the model of consumer behaviour and communication theory in this matter can be helpful in generating hypotheses that may explain how this social media marketing influences brand recognition in a family business (Young et al., 2020).

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Along with writing the hypotheses that take social learning and social media account in accordance with Social Cognitive Theory by Bandura (2023) it is easy to see the link between those theories. Observations are suggested by the theory as a way in which consumers can learn to have an awareness and perceive family-owned firms through social media interactions.

Furthermore, the Elaboration Likelihood Model supports hypotheses focusing on diverse cognitive processing levels of those exposed to social media marketing content; thus correlation between engagement and brand awareness is possible (Shahab et al., 2021). In addition, the Two-Step Flow Theory provides hypotheses on opinion leaders’ role in family business relationships (Ercegovac et al., 2022). First, the deductive approach based on these time-tested theories that provide a systematic and theory driven framework for this inquiry evinces congruence with philosophy is adopted in formulation of hypotheses.

3.4. Research Design

The study applies an explanatory quantitative research methodology because of its effectiveness in addressing perplexing inter-relations between attitudes towards social media marketing and brand awareness amongst Family Businesses within Great Britain. Thus, the purpose of an explanatory design is to look beyond simple correlations and try not only to determine causal relationships behind these dynamics but also elucidate their mechanistic basis (Parra, 2023).

Part of the reasons for selecting this research design is to increase knowledge on how attitudes towards social media marketing impact brand awareness. This study seeks to decode not only the associations but causation by signalling factors and mechanisms that lead decision makers into relationships observed (Skinner and Dancis, 2020). This is consistent with the general objective of providing a comprehensive understanding on how social media marketing contributes to Forging brand awareness in family-owned enterprises.

This research borrows an exploratory research approach that fits perfectly the quantitative methodology that is used in this research to shed more light on how attitudes towards social media marketing and brand awareness relate in the UK family-owned businesses. Being a quantitative study, this study to a large extent draws its roots from positivism and is deductive in nature and hence involves a structured and systematic examination of cause-and-effect variables.

This approach aims to identify not only the phenomena of relationships but also those mechanisms that underlie and determine them. With the use of a systematic questionnaire designed to include closed-ended questions, this method enables facilitates the process of data collection to make allowance for statistical recreational representation to ascertain patterns as well as correlations. The explanatory approach coupled with a quantitative methodology guarantees a critical enquiry into the social media marketing strategies and brand awareness in familial business organization, advancing a fair opinion about these linkages.

To do the research in an organized way, this paper follows a well-defined questionnaire that has closed-ending questions. This carefully designed situation provides for the gathering of data that can be quantitatively measured and be subject to various statistical analyses. In closed-ended questions, respondents are limited to the response options provided thereby making them easier for researchers to classify these responses and ensure consistency in information gathering (Biecek and Burzykowski, 2021). In the standardized questionnaire, reliability and validity of data collected are enhanced through consistency and objectivity elicited by these responses.

Empirical evidence from supporting literature shows the explanatory nature of a quantitative research design in studies related to marketing dynamics and consumer behaviour. This design is also validated by Casula et al. (2021) for complications within variable relationship in research.

Likewise, in their research studies by Young et al. (2020) emphasis is placed on the use of structured questionnaires as efficient instruments for quantification of variables related to attitudes and behaviours that allows conducting statistical analysis. This methodological alignment that is derived from the current literature reinforces both research design and potential to provide details regarding how complex perceptions of social media marketing attitudes affect brand awareness in family-owned organizations.

3.5. Data Collection

The tool chosen for data gathering in this case is Google Forms – an internet-based survey instrument extremely popular to serve only as a simple but reliable source of collecting large amounts of information (Wu et al., 2022). The Google Forms surveys enable gathering the quantitative information on perceptions, experiences and outcomes of social media marketing by family-owned businesses in United Kingdom. Google Forms survey is a dynamic tool that can capture different forms of quantitative data.

The respondents will be administered with an elaborate questionnaire which comprises of structured questions that ensures the capturing their perceptions, experiences and benefits they receive by engaging themselves in social media marketing (Ewing and Park, 2020). All the responses are thus standardized through this platform which ensures uniformity and allows for conducting statistical analysis of data in subsequent rounds.

Accessibility and coded data management which are included in online surveys, mainly Google Forms justify the adoption. This method of data collection also eliminates geographical barriers since participants from different regions within the UK can interact freely. Besides, responses in Google Forms are automatically coded thus facilitating data organization and analysis. The use of online surveys conducted using a computer program minimizes errors that occur during data entry thereby enhancing the validity and reliability of information garnered (Bauer et al., 2021).

Several related studies focus on the significance of online surveys as a research method in different fields. Braun et al. (2021) emphasize the accessibility and efficiency of online survey platforms in communicating large-scale data from spatially dispersed participants In relation to the above-stated work of Andrade (2020), an online survey is helpful, especially in such kinds of researches where convenience and wide coverage are critical. The choice of Google Forms for online data collection in this study, which corresponds to the current situation concerning research methodology ensures firstly an efficient process but also easy administration and analysis.

The survey questions were designed in a way that evaluates the attitudes towards social media marketing and its influence on brand awareness among family-owned businesses. Derived from the existing literature on the social media marketing, consumer engagement and brand awareness, the questions aim to capture the intricacies centring on effectiveness, strategies, and the outcomes of social media initiatives (Harwood, 2020; Paruzel, Danel and Maier, 2020). 

The design process was improved through the application of an iterative approach to the wording and structure thus ensuring clarity and relevance. Pilot study was conducted to verify the questions using small group of respondents which had the same profile as the target participant profile. 

Feedback from the pilot study participants were helpful in refining the questionnaire, improving its reliability, and assuring the questions reflect the intended constructs. The process of fine-tuned design and determination of validity, makes the questionnaire sturdy in soliciting meaningful responses from those who would be participants in the study itself.

3.6. Sampling Strategy

The research uses the convenience sampling methodology that was selected based on its practical value in addressing social media impact for family businesses within Britain. Therefore, convenience sampling in which participants are selected based on their accessibility and readiness to participate in an investigation provides a suitable method for conducting this study as it is fast enough justifying its objectives (Emerson, 2021).

The logically cogent argument behind the use of convenience sample is based on genuine constraints to studying family-owned businesses. Due to the nature of such ventures, which are frequently so diverse that they stretch across various industries and often lack sufficient intellectual investment in terms research requirements; convenience sampling is a reasonable alternative when reaching people who can be quickly accessed on short notice becomes necessary (Stratton, 2021).

This strategy caters to the challenges that come with a complicated family-owned business network, as its selection process is functional and simple.

The main aim of this sampling strategy is to have an entire profile representation for family-owned businesses in different industries and sizes (Novielli et al., 2023). Though convenience sampling does not guarantee absolute representativeness, its careful application means that the diversity of participants’ backgrounds includes a range in terms of opinions and observations on families involved in business (Andrade, 2021).

This heterogeneity contributes to the enrichment of the results presented in this study, offering a unique view on social media marketing practices and brand awareness from various family business settings (Ellis et al., 2023). In such research settings, the literature related works confirm convenience sampling’s usefulness. The pragmatic aspects of convenience sampling are discussed by Andrade (2021), highlighting its usefulness in situations where accessibility and participation willingness matters.

The report presented by Bauer et al. (2021) also supports the applicability of convenience sampling in research that contains various business contexts, as such a method is helpful due to acquiring field-based opinions from convenient participants

This study accepts how usefulness impacts on pragmatic use because it reflects issues related to assessment within family-owned companies and social media marketing practices. Specific criteria set to include participants in the study are illustrated by their relations as owners, managers, or marketing personnels of family businesses in Great Britain.

In order to ensure that there is diversity, efforts will be made to bring together members from these three aspects – sectors, scales, and also geographical locations. The objective is to provide a sample, which can reflect consistently the heterogeneous landscape family businesses and instills an overall picture of social media marketing trends in the different settings of the country.

3.7. Participants

The population targeted for this research would be owners, managers even marketers in family business who are across the United Kingdom; and a sample of 100 people. Nevertheless, this deliberate choice involves various major stakeholders involved in decision procedures and strategic planning on the use of social media tools at familial operations (Gamble et al., 2021). The significance of involving this group is also represented in the range of opinions it adds to the research. As the primary decision makers, owners give their opinions about broad overarching strategic directions and long-range goals. Managers provide the operational point of view, who wish to see what social media marketing strategies really mean in day-to-day practice (Kandade et al., 2021).

Statistical power analysis supports the decision to target 100 participants as follows from the expected effect size, number of variables, and the desired study power. The choice of the sample size to be a total of 360 respondents corresponding to moderate effect size in terms of relationships between attitudes towards social media marketing and brand awareness, a significance level of 0.05, a power of 0.80 is consistent with what is required to for still over social media marketing and brand awareness in the context of this study. This statistical power analysis guarantees that such a study has adequate power through which striking ideas regarding the connection between attitudes towards social media marketing and brand awareness in family-owned business in the UK can be disclosed.

It is possible to widen the coverage of this study by presenting a variety of experiences, issues and strategies within introducing participants such as owners, managers or marketing employees (Schierstedt et al., 2020). Triangulation of perspectives offers a total analysis complete with strategic decision-making and practical implementation in the conducts of family firms’ awareness by carrying out Social media marketing.

Thus, by applying this mild estimate the generalization component of findings is reached; therefore, more extensive conclusions may be made and utilized in other family-owned enterprises. This selection of respondents from different positions within family-orientated companies links to objectives that have been established for this research in order to understand how social media marketing influences brand awareness in such areas (Graffland, 2020).

Participant recruitment will be a multidimensional process involving techniques like email flyers, social media contacts, and existing business groups. The interaction will always have some sort of clear and succinct introduction to the research whereby the basic concept and application of these concepts are given here by coming about with the objectives of the research itself and the nature of human contribution should be in this area. To maximize the response rate, personalized communication and follow-up comm will be used, pointing out the importance of participants’ insights and reminding about the potential of the study for people understanding their profession better.

3.8. Data Analysis

Quantitative data analysis of this study is an elaborate procedure that reveals patterns, relationships and understanding how social media marketing affects the family-owned businesses in UK. Using a positivist position and deductive research method, the analysis will objectively identify empirical facts in structured questionnaire.

The first step in analysing is through the use of summary statistics such as mean, median and standard deviation among others. The mean and median serve as measures of central tendency representing, on average response; the midpoint data distribution. Alternatively, standard deviation reflects the variability among people’s responses from its mean; this allows understanding how variable a dataset was (Bartley and Hashemi, 2021). These summary statistics are essential in reducing the major aspects of participants’ perceptions about social media marketing and brand awareness.

Correlation analysis is referred to strength and direction of linear relationships between pairs of variables for instance attitudes towards social media marketing versus corresponding brand awareness outcomes (Denis, 2020). On the other hand, regression analysis goes further into causation by analysing changes in one variable cause change of another.

In this respect, it sheds light on the prophetic essence of social media marketing attitudes in predicting brand recognition among family business firms. These statistical methods are then chosen on the basis of a firm literature in this field. Referring to Kent (2020), the importance of summary statistics is that they arbitrate complex datasets, creating an acceptable description of central tendency and variations.

Additionally, Cooksey (2023) suggests the rightness of inferential statistics in marketing research as it allows establishing hidden patterns within relationships between variables. Aware of theoretical and empirical support, the durability underlines these statistical methods such that this analytical structure could disclose pertinent insights on social media marketing attitude-brand awareness in family firms (Popenoe et al., 2021).

Descriptive statistics, including mean, median, standard deviation, and others, provide a compact description of the central characteristics and fluctuation for the sets of sampled data. These steps are critical for clarifying the current trends of social media marketing awareness in family-owned companies in order to address the issue of cultural distance frequently found in family relations.

However, inference statistical functions, particularly correlation and regression analysis, form the central link to revealing relationships and possible causation. The method of correlation analysis will attempt to measure whether the linear correlation between variables has changed, with an evaluation of how changes in attitudes towards social media marketing could occur at the same time as adjustments in brand awareness.

In addition to this, regression analysis allows even deeper assessment of causality by defining how far variations in a given variable can predict changes in another. This sophisticated treatment is intended to help address the research hypotheses that social media marketing attitudes affect family-owned business’ brand’ awareness relationships in a significant manner.

Great care will be taken to ensure details of the operationalization of such very significant variables to ensure clarity, reliability and validity in the measurement within quantitative research domain. The social media marketing attitudes will be measured using a Likert- structured questionnaire type preferring on the respondents to a respond that reflects their views on the social media marketing effectiveness, relevance and ability to influence the consumers tastes.

The recourse to this scale will make it possible to quantify attitudes which will be an advantage for statistical analysis. Two types of measures will be integrated into the concept of “brand awareness”: self-reports and objective indicators, in particular, participation’s ability to recall and recognize brands of family-owned business featured in social media content.

Through this multi method approach the research guarantees to give a holistic review of brand awareness. Operationalization of the concepts capture the subjective perception, hence improving upon the internal validity and reliability of the study

3.9. Ethical Considerations

The method does confess to the resolute commitment to moral ideals for everywhere that ethics demand a deliberate consideration of honesty and benefit. The validity and reliability of this study is made possible by the principles that provide support to ethical behavior, which establish a clear relationship between researcher-participants (Andrade, 2020).

The key aspect in ethical research practice is the explicit mandate that every participant’s informed consent needs to be sought. Before their participation in the research, participants will be well enlightened about the objectives of this study and what is to do during its realization regarding potential hazards that might emerge as chances for realizing some advantages through such implementation (Bauer et al., 2021).

The ethical framework is based on the ground of confidentiality, anonymity and implied that participants’ identities be preserved. The researchers’ team shall not expose the answers of their respondents, and nobody will be disclosed (Novielli et al., 2023). Also, further measures are aimed at anonymity of participants which supports the establishment safe climate for honest discussion.

The fact that there is transparency in the research process, as participants are made aware of what will happen during this procedure and how conduct can affect their lives. While sincerity is necessary in developing trust and the research team will promote honest, forthright communication with participants which they would reciprocate on their own (Ellis et al., 2023). Given the potential of biasness in data collection and analysis, this research tries to meet successfully during its design and implementation aspects whereby stringent measures will ensure that no foul play makes participants give untruthful observations (Gamble et al., 2021).

3.10. Summary

The methodology section describes positivist research frame work which is deductive and has an explanatory quantitative design. Google Forms convenience sample of 100 owners, managers or marketing professionals from UK family-owned businesses is offered for the data collection.

The observation of ethical principles is still strict because the informed consent and confidentiality along with transparency are guaranteed. Descriptive statistics and inferential approaches are some of the statistical tests undertaken to have a more critical analysis of social media marketing effect.

This methodological direction rooted in the related literature, substantiates the validity of this study. The selected methodology functions as an indispensable instrument aimed at untangling the complexities associated with determining what social media marketing role itself is within UK family-owned businesses.

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Chapter-4 Result And Analysis

4.1 Introduction

Social media marketing has taken on greater significance and is now crucial to the success of family-owned businesses in reaching out to and creating positive brand recognition and perception which is vital for them in broadening their market and being successful in the competitive environment. With a wide-ranging assessment consisting of correlation, chi-square tests and ANOVA, this research seeks to illuminate the complex dynamics of “old economy” marketing effectiveness, in the local context of UK family owned enterprises.

In correlation analysis revealed that there were some meaningful connections among all dimensions of social media marketing effectiveness, implying that the whole situation there could be considered a complex and interconnected system.

Upon completion of that chi-square test, additional chi-square tests showed that the interrelated roles of social media marketing as a brand strategy tool and its contribution to brand image building, as well as its effects on brand perception, were more refined than they were initially thought. These studies provide pertinent information about the complex relationships creating the system of perception existing within a family-owned business.

4.1.1 Descriptive Statistics

The descriptive data show Family-owned businesses perceptions on different segments of the digital / social media marketing effectiveness. These perceptions are measured on a scale ranging from 1 (Strongly Disagree) to 5 (Strongly Agree) and were transformed to binary codes. The sample size for every co-variable is 102, which brings a fairly large amount of data for the analysis. These mean scores are a way of understanding the averaged opinions of respondents who dimensioned the efficacy of Social Media Marketing. It is that consumers most likely believe in social media and its consequent marketing strategies as an influential tool for promoting awareness due to an average score of 3.13.

Nevertheless, the mean score represents that the respondents in general are adhering to the usefulness of strategic planning for social media marketing (mean = 3.01), utilizing social media channels through which they can engage with their target audience (mean = 3.06), and leveraging powerful and engaging content to have a net positive impact to brand awareness (mean = 2.87). Such results only prove the importance given to setting corporate goals and creating the best content to the promotional activities in social media for family-oriented businesses.

On the other hand, respondents of social media marketing as a major part of their overall brand communication strategy (mean = 3.21), consistency and in creating a strong and positive brand image (mean 2.71). Such study proves the role segment of social media as a communication tool for the brands and building reputation for family-owned companies. Additionally, respondents express varying levels of confidence in the ability of social media initiatives to enhance customer loyalty (mean = 2.38), with slightly lower agreement compared to other dimensions. This suggests that while social media may be recognized as a valuable tool for brand promotion, its direct impact on customer loyalty may be perceived as less pronounced by some respondents.

Table 1: Descriptive statistics

Descriptive Statistics
	N	Minimum	Maximum	Mean	Std. Deviation
Social media marketing is an effective tool for promoting brand awareness in family-owned businesses.	102	1	4	3.13	1.021
I believe that our family-owned business has a well-defined strategy for social media marketing.	102	1	5	3.01	1.331
Social media platforms are a relevant channel for reaching our target audience.	102	1	5	3.06	1.201
The content we share on social media has a positive impact on the perception of our brand.	102	1	5	2.87	1.398
Engaging with our audience on social media has resulted in increased brand recognition.	102	1	5	2.97	1.417
Our family-owned business regularly monitors and analyzes the performance of social media marketing efforts.	102	1	5	2.98	1.335
I feel confident in our ability to adapt social media strategies to changing market trends.	102	1	5	2.86	1.194
Social media marketing plays a crucial role in our overall brand communication strategy	102	1	5	3.21	1.444
I believe that social media has contributed to building a positive brand image for our family-owned business.	102	1	5	2.71	1.247
Our family-owned business effectively uses storytelling on social media to connect with our audience.	102	1	5	3.02	1.449
Social media initiatives have led to increased customer loyalty towards our brand.	102	1	4	2.38	.902
I am confident that social media marketing will continue to be a valuable asset for enhancing brand awareness in our family-owned business.	102	1	5	3.91	.996
Valid N (listwise)	102

4.1.2 Visualization 1

The chart displays the result of a study in the form of a bar graph which measures the level of agreement with “I am confident that social media marketing will continue to be a valuable asset for enhancing brand awareness in our family-owned business”. The survey was conducted among people whose family entrepreneurship was a source of income. The line graph’s x-axis represents the level of agreement, where “Strongly disagree” and “Agree” are at the two extremes. The y-axis reflects the number of cases that appear on each basis of an agreement.

The data set shows that the majority of respondents (30%) indicated the statement “Agree” as their response option. This implies that the questionnaire respondents believe that social network marketing will be helpful for them in gaining brand awareness in family businesses they are involved in. The next most frequent one was a “Neutral” opinion, with 25% of those polled selecting this response. This has resulted in uncertainty among the sizable proportion of respondents about the merits of Social media marketing.

Figure 1:  social media assisting for awareness in our family owned business

4.1.3 Visualization 2

The line graph shows that there is a high level of acceptance of the statement “Social media marketing is notably vital in all our brand communication frameworks”. The chart does not have any numbers or units on the axes, which means that this kind of data cannot be quantified. This is indicated by the line trending upwards from “Disagree” to “Strongly Agree”. While the exact proportions are unclear, it appears that a larger share of respondents lean towards agreement compared to disagreement. This suggests that social media marketing is generally perceived as an important aspect of overall brand communication strategy

Figure 2: Social media marketing plays a critical role overall brand communication

4.1.4 Visualization 3

A scatter graph shows an agreement with the proposition “believe that our family-owned business has a well-defined strategy for social media marketing”. On the graph, every point represents the answering member, with an encouraging arrow on the x-axis from “Strongly disagree” to “Strongly agree” . In the case of the y-axis, it depicts their response to the question “Social media outlets are an appropriate way to engage our target audience”, again having different levels- “Strongly disagree” and “Strongly agree”.

Figure 3: Family own business has a well-defined strategy for social media

4.1.5 CORRELATION

The correlation matrix would expose the interconnections between the different components of social media marketing through the family businesses and would, so, provide valuable information to the marketing stratagem. The resulting table is where the Pearson coefficient is represented by the numbers on the cells and the significance levels of each variable can be seen coming together. Such associations are essential to reveal a posture of how different elements of digital marketing communicate with each other and to the consequences on a brand recognition and assessment.

Correlation analysis seems to indicate a number of reasonably important things. It is significant that social media marketing has a negative, significant (r = -0.285; p = 0.004) with the feeling that marketing on social media does not help much for improving a brand awareness and firms that have no strategy for social media marketing tend to look upon social media marketing as an ineffective tool. Nevertheless, there is a moderate and significant positive correlation (r = 0.204, p = 0.040) between consumers’ perception of the pertinence of Facebook, Instagram, and Snapchat as suitable networks for connecting with the target customer and how efficiently they promote brand awareness. Social Media thus appears to be a better instrument of communication to those respondents who feel that social media platforms are relevant.

Table 2: Correlation

Correlations
		Social media marketing is an effective tool for promoting brand awareness in family-owned businesses.	I believe that our family-owned business has a well-defined strategy for social media marketing.	Social media platforms are a relevant channel for reaching our target audience.	The content we share on social media has a positive impact on the perception of our brand.	Engaging with our audience on social media has resulted in increased brand recognition.	Our family-owned business regularly monitors and analyzes the performance of social media marketing efforts.
Social media marketing is an effective tool for promoting brand awareness in family-owned businesses.	Pearson Correlation	1	-.285**	.204*	.053	.098	.118
	Sig. (2-tailed)		.004	.040	.596	.325	.237
	N	102	102	102	102	102	102
I believe that our family-owned business has a well-defined strategy for social media marketing.	Pearson Correlation	-.285**	1	-.124	-.015	-.168	.039
	Sig. (2-tailed)	.004		.213	.879	.092	.696
	N	102	102	102	102	102	102
Social media platforms are a relevant channel for reaching our target audience.	Pearson Correlation	.204*	-.124	1	-.019	.077	.044
	Sig. (2-tailed)	.040	.213		.849	.444	.661
	N	102	102	102	102	102	102
The content we share on social media has a positive impact on the perception of our brand.	Pearson Correlation	.053	-.015	-.019	1	-.047	.078
	Sig. (2-tailed)	.596	.879	.849		.640	.434
	N	102	102	102	102	102	102
Engaging with our audience on social media has resulted in increased brand recognition.	Pearson Correlation	.098	-.168	.077	-.047	1	-.105
	Sig. (2-tailed)	.325	.092	.444	.640		.294
	N	102	102	102	102	102	102
Our family-owned business regularly monitors and analyzes the performance of social media marketing efforts.	Pearson Correlation	.118	.039	.044	.078	-.105	1
	Sig. (2-tailed)	.237	.696	.661	.434	.294
	N	102	102	102	102	102	102
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).

4.1.6 CHI-SQUARE

4.1.6.1 CHI-SQUARE 1

The findings of the chi-square tests investigating the association between the perception of preparing a social media marketing strategy and an important role in an overall brand communication strategy and belief to creating a positive brand image are significant. The Pearson Chi-square statistic is 34.288 with 16 degrees of freedom and the p-value estimated to be 0.05 is appropriate for the specified criteria. The chi-square likelihood ratio test indicates (28.145), with a p-value of .030. The results therefore pinpoint that the two variables are highly connected at 0.05 level of significance, which signifies that perceptions of social media role in communicating with a brand are linked to beliefs that it contributes to creating the image of a family-owned business.

On the other side, it should be emphasized that the test for the trend in the data through the chi-square test, being linear-by-linear, does not show any relationship between x, taking as a measure the p-value which is .353. This suggests that there is no linear trend in the association between the two variables. Moreover, cell dimensions with the frequency number smaller than 5 (68.0% of cells) indicates potential issues with the validity of the chi-square test due to low expected frequencies.

Table 3: Chi-square test1 for social media marketing

Chi-Square Tests
	Value	df	Asymptotic Significance (2-sided)
Pearson Chi-Square	34.288a	16	.005
Likelihood Ratio	28.145	16	.030
Linear-by-Linear Association	.863	1	.353
N of Valid Cases	102
a. 17 cells (68.0%) have expected count less than 5. The minimum expected count is .02.

Figure 4: overall brand communication strategy

4.1.6.2 CHI-SQUARE 2

The results of the Chi-square tests to consider the connection between the perception that social media marketing plays a key role in the overall strategy to communicate the brand message and effectiveness of storytelling on social media within family-owned businesses. Applying the Pearson chi-square statistic, value is 25.759 with 16 degree of freedom and the p-value is .058. Also, the chance ratio chi-square statistic is 29.356 which results in a p-value of .022.

Consequently, the linear-by-linear association chi-square test which tests the association of the data in a linear manner gave a significant result with a p-value of .003. Such a finding implies a linear relationship between the one dimension of the social media marketing role evaluation in brand strategy communication and the other of the effectiveness of storytelling on the social media platform in springing connection with the business system. Moreover, as the numbers of cells that are within the expected range (60% of the total cells) do not meet the requirement for a reliable chi-square test and it suggests that the accuracy of the chi-square tests.

Table 4:  Business effectively uses storytelling on social media

Chi-Square Tests
	Value	df	Asymptotic Significance (2-sided)
Pearson Chi-Square	25.759a	16	.058
Likelihood Ratio	29.356	16	.022
Linear-by-Linear Association	8.579	1	.003
N of Valid Cases	102
a. 15 cells (60.0%) have expected count less than 5. The minimum expected count is .02.

Figure 5: social media is connect with our audience

4.1.6.3 CHI-SQUARE 3

The chi-square test evaluation representing the strength of relationship between the perception of social media marketing as an essential component of overall brand communication strategy and the outcome of social media undertakings on customer loyalty in family-owned businesses implements key results. The calculated Pearson chi-square statistic is 24.982 with df = 12. A resulting p-value is .015. The likelihood chi-square statistic is 31.087, yielding p-value of 0.02.

The results reflect the strong relationship between the two variables at the 0.05 significance level showing that how far social media marketing can influence brand communication strategy is reflected in its impact on consumer’s loyalty towards a brand.

As to the linear-by-linear association chi-square test that determines the trend, this test generates a p-value of .127. This indicates that there is no direct trend between the extents to which social media marketing is perceived as the cause and the effect of customer loyalty via social media on those businesses owned by families.

Table 5: social media initiatives to increased customer loyalty

Chi-Square Tests
	Value	df	Asymptotic Significance (2-sided)
Pearson Chi-Square	24.982a	12	.015
Likelihood Ratio	31.087	12	.002
Linear-by-Linear Association	2.329	1	.127
N of Valid Cases	102
a. 13 cells (65.0%) have expected count less than 5. The minimum expected count is .12.

Figure 6: Increased customer loyalty towards our brand

4.1.7 ANOVA

The given ANOVA results form a crucial component of the results section because they reveal the relations that existed between the views of social media marketing effectiveness and the various aspects of brand perception within the family owned businesses. Separate ANOVA analysis looks into differences in means across different groups representing the statements concerning social media marketing efficacy, hence the study offers a detailed picture of the complex nature of perception.

Implication coming from the fact that “I am confident that social media marketing will continue to be a valuable asset for enhancing brand awareness in our family-owned business” is demonstrated using ANOVA, which does not show significant difference in means between groups (F = 1.331, p = .269). This means that the family-owned firms generally are not significantly different from each other in their level of confidence about the value of social media to raise brand awareness.

Moreover, for brand recognition “Engaging with our audience on social media has resulted in increased brand recognition,” the ANOVA results indicate no significant difference in means between groups (F = 2.276, p = .085). On one hand, the p-value, which concerns the statement of a possible trend, only barely surpasses the standard threshold of .05, thus being mostly positive.

On the other hand, the result lacks significance, meaning that the variations in perceptions of brand recognition in relation to audience engagement on social media among respondents are not definitive. As well, the output of the ANOVA test for “The content we share on social media has a positive impact on the perception of our brand,” shows no significant difference in group means (F = .494, p = .687). Thus, it means that the variations of whether users’ opinions influence outside views are not materially different for family-owned businesses.

Table 6: ANOVA

ANOVA
		Sum of Squares	df	Mean Square	F	Sig.
I am confident that social media marketing will continue to be a valuable asset for enhancing brand awareness in our family-owned business.	Between Groups	3.922	3	1.307	1.331	.269
	Within Groups	96.284	98	.982
	Total	100.206	101
Engaging with our audience on social media has resulted in increased brand recognition.	Between Groups	13.216	3	4.405	2.276	.085
	Within Groups	189.696	98	1.936
	Total	202.912	101
The content we share on social media has a positive impact on the perception of our brand.	Between Groups	2.943	3	.981	.494	.687
	Within Groups	194.401	98	1.984
	Total	197.343	101

RELIABILITY

The reliability analysis shows a Cronbach’s alpha of .110, indicating low internal consistency among the items assessing the construct. This indicates that the items in the scale may not accurately measure the intended idea. Moreover, the low alpha of .167 based on standardised items confirms this mismatch. The average item score of 2.886 indicates a moderately positive overall perception. The low variability (variance = .116) suggests a lack of variation in responses. The findings emphasise the importance of reviewing and maybe adjusting the scale items to enhance its reliability and validity for appropriately evaluating the intended construct. Moreover, investigating different measurement methods may help accurately capture the subtleties of respondents’ perceptions.

RATIONALE:

RESEARCH QUESTION	RESEARCH HYPOTHESIS	ANALYSIS	SIGNIFICANT OR NOT	JUSTIFICATION
What is the impact of social media marketing on family-owned businesses in the UK?	H0 (Null Hypothesis): There is also an insignificant correlation between positive attitudes towards social media marketing and the level of brand awareness among enterprises owned by families in the UK. • H1 (Alternative Hypothesis): There is a pronounced positive correlation between kinds of attitudes towards social media marketing and brand awareness levels in family-owned Businesses in the UK.	CORRELATION	Believing in a well-defined strategy for social media marketing is significantly negatively correlated with the success of social media marketing in generating brand recognition. Believing in a well-defined strategy for social media marketing has a direct connection with the relevance of social media platforms for reaching the target audience. Believing in a well-defined strategy for social media marketing does not have a significant association with the beneficial impact of shared content on brand perception. There is no significant connection between having a clear strategy for social media marketing and gaining higher brand recognition through interacting with the audience on social media.	The correlations suggest that establishing an explicitly outlined social media marketing plan is related to successfully reaching the target audience, but does not show a significant connection with other factors like brand perception and brand recognition.
What is the benefit of using a social media marketing strategy for brand awareness?	H0: The type of social media used cannot increase the brand awareness in family-owned Businesses largely. • H1: The form of platform for networking is of importance considering the level of the Awareness on the brand family-owned business will vary based on the social media platform.	CHI-SQUARE	I. Consistent with the results of the Pearson Chi-Square1 and Likelihood Ratio tests, which both yield low p-values, a statistically significant relationship can be observed between the family-owned business’s brand communication strategy and its belief that social media positively influences brand image.   II. In CHI-SQUARE 2 of a significant correlation (p < 0.05) is observed between the performance of the brand communication strategy for the family-owned business and the utilisation of narratives on social media, as determined by the Chi-Square test.         iii. A statistically significant association exists between social media initiatives and increased customer loyalty towards the brand, as indicated by the chi-square test results (Pearson chi-square value of 24.982, p-value of.015, likelihood ratio value of 31.087, p-value of.002).	i. The Chi-square tests indicate a strong connection between the impact of social media on brand image and our brand communication approach. Consideration is necessary because some cells have predicted counts below 5, which could affect the reliability of the results.           ii. The statistical significance of the relationship between the implementation of storytelling on social media and the overarching communication strategy of our brand is indicated by the results of the Chi-Square test. Caution should be taken because there are cells with predicted counts lower than 5, which suggests limitations in the dependability of the findings.   iii. The chi-square test shows a strong link between social media efforts and higher consumer loyalty to the brand (p < .05). Caution is necessary because there are cells with anticipated counts below 5, emphasizing the importance of interpreting the results
What are the challenges faced by family-owned businesses in the UK to develop Social media marketing strategies?	H0: There is not a great deal of difference in the perceptions of the effectiveness of social Media marketing of owners, managers, or marketing personnel of family-owned businesses. • H1: It is clear that there is a strong gap between the views of a family-owned business Owner, managers, and marketer on social media effectiveness.	ANOVA	The ANOVA results indicate that there is no statistically significant difference between the groups in terms of confidence in social media’s utility for boosting brand recognition, engaging with the audience, or the influence of shared content on brand perception (all p > .05).	The ANOVA results indicate that there is no statistically significant difference in opinions on the impact of social media marketing on the perception and awareness of brands at the p < .05 significance level. Final results on the relationship between social media efforts and brand-related factors may require additional inquiry or larger sample sizes.

Chapter 5 – Conclusion

5.1. Aligning with objectives

The targeted research area was to dive into the less explored world of social media marketing productivity, especially on its role in family-owned businesses. Since brand communication is spreading along the media space, with a large share of it being on social media, there is a necessity to understand the impact of these technologies for the traditional family businesses that still rely on conventional techniques.

Objective 1

The first goal was to examine the social media marketing strategy comprehensively, including awareness, loyalty, and the communication of British family businesses. It also entailed determining the effectiveness of program through the analysis of survey results. The findings being mediated by the macro factors manifested a hierarchical understanding of the approach to attitude formation, acting as critical junctures in the strategic planning. Also, in the same vein, the studies by Dwivedi et al. (2021) and Koay et al. (2020) indicate the significance of consumer perception and the power of social media that molds brand equity.

Objective 2

Objective 2 was concerned with the investigation of social media marketing advantages for the brand popularity among family enterprises. The immense importance of branding as a factor shaping business competitiveness provided an opportunity to gauge social media’s efficacy in promoting brand awareness. The chi-squared analysis outcome confirmed the significant effect of social media on brand image. Nevertheless, it is necessary to emphasize the role of specific variables that are responsible for affecting this relationship, such as platform strategy and content (Abbas et al., 2019; Yadav & Rahman, 2017).

Objective 3

We also looked at what family companies face regarding snags in implementing social media marketing given their old organizational structure. An ANOVA test did not suggest any statistically significant mindset differences among owners, managers, and marketers when it comes to the effect of the social media. Although possible issues with sample sizes could have limited internal views, there is an opportunity for the study to further include these different views and outlooks. Melović et al. (2020) and Ramanathan et al. (2017) focus on the way digital transformation influences brand promotion and they note down the challenges and possibilities of implementing it in traditional business models.

5.2. Conclusions

The common feature in the correlation analysis revealed that family businesses which did not take the time to put a social media strategy in place tended to view it as thing that did no use in their marketing efforts. Such an instance demonstrate that the strategic planning must be conducted correctly to gain desired social media impact.

Merely the sporadically posting or publishing on various platforms without figuring out the specific aims will inevitably lead to being unsuccessful. The other conclusion that struck a chord was the positive connection between the importance rated of select social media websites as channels to reach the expected audience and the perception of social media as a tool for brand awareness. This must be understood as first choosing networks that most-likely appeal to the broadcasting demographics before going out with these networks as much as you can, hence their effectiveness is boosted.

Social media content appeared to be supplied with abundance of brand messages that were not directly correlated with brand perception and awareness. In fact, this fact indicates the possibility of family businesses to polish content tactics through A/B testing and investigation of the client’s information in order to determine the best strategy that suits their needs. Here seems not to be the single approach to developing content so far.

Side by side Earning the attention of the customers was a crucial point for the family companies, that was even going through some ordeals. Its reveal that of the social media provide ultimate awareness, however if you want to get people loyal you adding together other programs for loyalty may stand still as a part of an integrated strategy.

Such results show that the social media promotion for family businesses are incredible with more important factors of the strategy lying in the appropriateness and the content choice which have profound effects on the results. While in general perspectives on social media are positive, social media’s real potential sea be only destroyed if the truth is embraced and effectiveness is tested continually.

The study highlights the findings from this study as a critical knowledge and a strategic building block for family businesses to excel at their social media marketing. Coming up with a sound strategy that answers the question on what, when and how to post, selecting appropriate platforms, creating creative posts and monitoring performance develop as the central best practices in the social media marketing for brands.

5.3. Recommendations

1. Based on the results, the first recommendation will be to devise an all-inclusive social media marketing strategy with a specific focus on target platforms, the audience demographic, the content curation and the performance metrics (Yadav & Rahman, 2017). Such forward thinking of strategies is connected with both perception of impact and return on investment.
2. Also, to make the most of the social media, it is better to consider the type of people that uses a certain platform before employing them broadly in marketing (Koay et al.,2020). Accustoming platform choice is the major step to hight of reach potential.
3. Another lever that you can use is that of social media platforms to trial and test new content approaches and also developments on the same to effectively engage with the audiences (Liu et al., 2021). Organizing experiments with social media through video, images, and narrative able to figured out the best content ways.
4. As much as social media is a massive awareness driver, interfacing with other strategies to achieve a loyal customer base is of paramount significance (Melović et al., 2020). Traditional routes involving print, television and posters can also be adopted in conjunction with digital methods to influence brand loyalty.
5. In the end, using all of the social media metrics (e.g., reach, engagement, sentiment, and conversions) to measure performance should be among the actions recommended (Badi et al., 2017). This permits nimble action towards trends while allowing for adjustment of the strategy. Use our automated essay grading system to assess the quality of your written work and enhance your academic writing skills.

5.4. Implications for Research and Professional Practice

This research reveals a big picture of social media marketing relevance in the enterprise. Encouraging the study of underrepresented areas using robust techniques, the study represents a significant basis for future empirical study. The knowledge and recommendations augmented in the report are what make it an invaluable guide to entrepreneurs and leaders in family enterprises as well as marketers trying to devise data-driven social media strategies which align with their objectives and audiences. This ensures a cost-effective channel for allocating and optimizing digital marketing assets thereby. The study reinforces the importance of more research into appropriate mannerisms on social media for family enterprises, including areas of social media marketing, customer attraction, and retention. The absence of a definite solution can be a source of innovative research to find different traits of a certain organization. Rather, it highlights the urgency of not only “old” family-owned businesses to maintain their competitive advantage in the face of disruptive digital changes, but also their traditional characteristic. The indicated important factors can give a direction to the organization when it comes to digital transformation process.

With its combination of practitioner significance and nearing digital reforms, this research work has a lot of relevance. Family enterprises, which turn to transformative digital possibilities, become beneficiaries of the immense evidences collected, especially in involving young generation through social networking sites.

To consultants that are into family business, this is the time to explore into social media optimization, delivering innovative outcomes that are supported with reliable, data-driven arguments. The research marks as an intermediary which facilitates the communication between professionals and academics and helps understand this all-important yet often unidentified aspect of the industry.

In addition to that, it gives researchers a framework that they can further investigate to increase their depth of knowledge. The observations derived from ANOVA and chi-square analysis support the practical implications of family businesses adopting social media which in turn evidences the suggested idea in the literature by authors such as (Dwivedi et al.,2021, Abbas et al.,2019 and Yadav & Rahman,2017).

5.5. Strengths and Limitations

The robustness of the study is built upon its mixed methods approach, which uses a variety of research instruments to provide a holistic picture of how social media marketing affects UK family-owned businesses. Social media marketing effectiveness correlation study has broadened the understanding of the intricate relationship between the dimensions of social media marketing. The chi-square tests confirmed the result, hence revealing a significant influence of the social media strategies, brand communication as well as customer loyalty. Furthermore, the ANOVA Analysis assisted to have a more comprehensive evaluation of perceptions among different groups within the family members. In addition, the application of a clearly articulated theoretical framework with a broad spectrum of literature, as conducted by Dwivedi et al (2021), Abbas et al (2019), and Yadav & Rahman (2017), substantiated the study’s theoretical foundation.

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