Impact of Social Media on Brand Loyalty (MacDonald’s UK) Case Study (Research Proposal Sample)

Impact of Social Media on Brand Loyalty MacDonald’s UK Case Study
Table of Contents TOC \o "1-3" \h \z \u Introduction PAGEREF _Toc27444355 \h 3Justification of the study PAGEREF _Toc27444356 \h 5Literature Review PAGEREF _Toc27444357 \h 7Research objectives PAGEREF _Toc27444358 \h 10Research questions PAGEREF _Toc27444359 \h 10Hypothesis PAGEREF _Toc27444360 \h 11Research methodology PAGEREF _Toc27444361 \h 12Conclusion PAGEREF _Toc27444362 \h 13References PAGEREF _Toc27444363 \h 14
Introduction
Executive summary
The purpose of this study is to critically assess the influence of social media on the brand loyalty of MacDonald's fast-food chain. Besides it also intends to examine whether the contemporary or the conventional ways of using social media have a higher influence on brand loyalty. This research proposal comprises a brief introduction of MacDonald UK chain, rationales to conduct this study, review of the key theories that will be used in future research, research methodology, aims, objectives, questions, hypotheses, and the data collection procedure. Lastly, in conclusion, it vividly explains the predicted outcome and the prime reason for conducting this research    
Chosen Company 
 McDonald's is one of the biggest fast-food chain restaurants having a strong footprint all over the globe. The restaurant is operated by its franchise, its affiliated members, and the restaurant itself. The revenues and the profits of the restaurant are generated from royalty fees, rents, and other fees given by the franchises alongside its selling activities (Mcdonalds, 2019). 
The products of McDonald's include hamburgers, French fries, cheeseburgers, chicken items, items for breakfast, soft drinks, different types of shakes, smoothies, and desserts, etc. The giant restaurant chain brought a major change in their menu as a response to criticisms regarding the nutritious values of their products and introduced green salads, fruits and wraps into their menu (Mcdonalds, 2019).