Category: Business and management

Company to use: PROCTOR AND GAMBLE (P&G)

This communication plan will become part of your Week 9 assignment.

Complete this activity using the attached.

Hello,

I hope you are well.

I am currently working on my dissertation, and I have completed the Introduction chapter. I would really appreciate it if you could review this section for me and help improve the clarity, structure, and academic language where needed.

Your feedback and suggestions would be very valuable, as I want to make sure this chapter is strong and well-written before I continue with the next sections of my dissertation.

Thank you very much for your time and support.

Kind regards,

CHAPTER 1: INTRODUCTION

1.1 Background and Context

This research examines the impact of social media marketing on the purchase behaviour of elderly consumers (50+) in the UK massage therapy market. In recent years, social media marketing has become one of the most important communication tools used by businesses to influence consumer behaviour, shape perceptions, and build relationships with customers. Platforms such as Facebook, Instagram and YouTube are now widely used not only for social interaction but also for searching for information, evaluating services, and making purchase decisions, particularly in service industries.

The massage therapy and wider wellness industry is undergoing a significant demographic transition, in which consumers aged 50 and above have become a major and increasingly important target market. According to the World Health Organisation (2022), ageing populations are showing growing interest in health, pain management, and wellbeing solutions. This trend has increased the demand for wellness services such as massage therapy, which is often used for stress reduction, pain relief and overall quality of life improvement. As a result, understanding how this age group makes purchasing decisions has become increasingly important for businesses operating in this sector.

Traditionally, older consumers have often been perceived as less engaged with digital technologies. However, recent research shows that people aged 50 and above are becoming more active users of the internet and social media platforms, although their usage patterns and motivations may differ from those of younger consumers (Nimrod, 2020; Quan-Haase et al., 2018). Older consumers tend to use social media more selectively and intentionally, mainly for communication and information seeking rather than entertainment. This shift challenges outdated stereotypes and suggests that social media may play a meaningful role in shaping their service-related decisions.

In the context of massage therapy, marketing communication is particularly important due to the intangible nature of the service and the high level of trust required from consumers. Unlike physical products, massage therapy cannot be evaluated before purchase, which means that consumers often rely on signals such as professional credibility, reviews, testimonials, and recommendations. Social media platforms provide a space where such trust signals can be communicated through educational content, user experiences, and visible professional presence. Therefore, social media marketing has the potential to influence how older consumers perceive massage therapy providers and how they decide whether or not to book a service.

1.2 Research Problem

Although social media marketing is widely used across many industries, there is still a lack of knowledge regarding how elderly consumers (50+) engage with social media when making purchasing decisions related to health and wellness services. Much of the existing research in digital marketing focuses primarily on younger consumers, who are often assumed to be more digitally active and more easily influenced by online content. Consequently, the digital behaviour of older consumers in the wellness sector has not been adequately explored.

This gap is particularly evident in the massage therapy industry. While trust, service quality, and professional credibility are known to play a crucial role in influencing consumer decisions in this sector, it remains unclear how effectively social media communicates these elements to older consumers. Furthermore, older consumers are often more cautious in their decision-making, especially when it comes to health-related services, and may rely more heavily on traditional communication methods such as word-of-mouth recommendations and direct conversations with professionals.

As highlighted in the research proposal, there is limited empirical evidence on which social media platforms are most used by this age group, what types of content they find most persuasive, and how social media marketing compares with traditional communication methods in influencing their behaviour. In addition, factors such as trust, perceived credibility, and digital literacy may play a mediating role in shaping how older consumers interact with massage therapy businesses online. Therefore, the central research problem addressed in this dissertation is the lack of a detailed understanding of how social media marketing influences the purchase decisions of consumers aged 50 and above in the UK massage therapy industry.

1.3 Rationale and Significance of the Study

This research is necessary for several important reasons. From a business perspective, consumers aged 50 and above represent a significant and growing market segment with considerable spending power and increasing interest in health and wellness services (Moschis, 2012). Despite this, marketing strategies have often failed to fully consider their social media habits and preferences, which means this group may not be engaged as effectively as possible by wellness and massage therapy businesses.

From an industry perspective, most existing research on social media marketing continues to prioritise younger audiences due to their high levels of digital engagement. As a result, the specific characteristics of older consumers digital behaviour in the wellness sector remain under-researched. This gap is even more pronounced in the massage therapy industry, where issues such as service intangibility, trust, and perceived risk have a strong influence on purchasing decisions. Understanding how social media contributes to building trust and credibility in this context is therefore particularly important.

From an academic perspective, this study contributes to the literature on social media marketing, consumer behaviour, and digital technology adoption by focusing on an under-researched demographic group within a specific service industry. It also builds on existing theoretical frameworks such as the Technology Acceptance Model, the Consumer Decision Journey, Maslows Hierarchy of Needs, the Theory of Planned Behaviour, and SERVQUAL, by applying them to the context of elderly consumers and massage therapy services.

From a practical perspective, the findings of this study are expected to provide evidence-based and actionable recommendations for massage therapy and wellness businesses in the UK. These recommendations may help practitioners improve their social media communication strategies, enhance customer engagement, and build trust and long-term relationships with older consumers in a more ethical and effective way.

1.4 Research Aim and Objectives

Research Aim

This study aims to examine how social media marketing affects the purchase decisions of consumers aged 50 and above in the UK massage therapy industry.

Research Objectives

• To identify the social media platforms on which elderly consumers (50+) are most active when searching for massage therapy services.
• To understand what types of social media content have the strongest effect on their purchase intentions.
• To analyse the influence of social media marketing on consumer behaviour compared with traditional communication methods such as word-of-mouth and in-person recommendations.
• To investigate how trust, perceived credibility, and digital literacy affect elderly consumers engagement with massage therapy businesses online.
• To develop practical recommendations for massage therapy businesses that aim to target elderly consumers through social media.

1.5 Research Questions

• What social media platforms are most frequently used by elderly consumers (50+) in the UK when searching for massage therapy services?
• What types of social media content have the strongest influence on their purchasing decisions?
• In what ways does social media marketing differ from traditional communication methods, such as word-of-mouth, in influencing consumer behaviour?
• How do trust, perceived credibility, and digital literacy shape elderly consumers engagement and purchase decisions?
• What strategies can massage therapy businesses use to attract and retain the 50+ consumer group through social media?

1.6 Structure of the Dissertation

This dissertation is organised into six chapters. Chapter One introduces the background to the study, defines the research problem, explains the rationale and significance of the research, and presents the research aim, objectives and questions. Chapter Two provides a critical review of the relevant literature and develops the theoretical and conceptual framework for the study. Chapter Three outlines the research methodology, including the research philosophy, design, data collection methods, sampling strategy, and ethical considerations. Chapter Four presents the findings of the study, while Chapter Five discusses these findings in relation to existing literature and theoretical frameworks. Finally, Chapter Six concludes the dissertation by summarising the key findings, discussing the limitations of the study, and providing recommendations for practice and future research.

A company is using text analytics to study Google reviews of their products. The goal is to identify customer suggestions for product improvements. The company followed a methodology (based on Zingle et al., 2019) to label each review with three variables:

• The product mentioned in the review
• The presence of recommendations (whether the review includes a suggestion for improvement)
• The sentiment of the review (positive or negative, ranging from -1 to 1).

The company used the following steps:

• They identified patterns in the text, particularly looking for modal verbs followed by other verbs, as indicators of recommendations.
• They conducted sentiment analysis on each review, assigning a value between -1 and 1 to represent the overall sentiment of the review.
• They classified reviews as either requiring action (negative reviews with suggestions) or not requiring action (positive reviews with suggestions).
• They focused on the most mentioned products in the reviews that contained negative sentiment with suggestions for improvement.

Step-by-Step Analysis:

Your task is to analyze each step of the methodology and:

• Identify whether deductive or inductive logic was used at each step.
• Point out any logical flaws, incorrect assumptions, or methodological biases in each step of the process.

Specifically:

• Was the decision to use modal verbs followed by verbs as a rule for identifying recommendations based on deductive or inductive reasoning? Do you think this rule is reliable?
• Does the use of sentiment analysis provide an accurate assessment of customer satisfaction? Could it be biased? Does sentiment analysis work effectively with reviews that may contain sarcasm or indirect language?
• Was the decision to focus only on negative reviews with suggestions logically sound? How might this approach introduce bias in identifying which products need improvement?
• Is the methodology biased in any way? Consider how the type of feedback (positive vs. negative) and focus on certain products might affect the results.

Business Case & Bias Connection:

• Identify any biases in the methodology, especially those related to data analysis and decision-making. How might these biases affect the conclusions drawn from the reviews?
• Connect the bias in the methodology to the broader concept of logic. Does the reasoning used lead to potentially skewed or incorrect conclusions? Explain.

Report Writing:

• Write a 1-2 page report analyzing the methodology used in the case study.
• Discuss the use of deductive and inductive logic in each step.
• Identify flaws, assumptions, or biases in the methodology and explain their potential impact on the results.

BUSINESS LAW ASSIGNMENT SPRING 2026 As of February 12, 2026, Donald Trump has signed 242 executive orders in his second presential term, which began on January 20, 2025. One of those orders was Executive Order 14209. On February 10, 2025, when President Trump signed Executive Order 14209 which paused the Foreign Corruption Practices Act. The Foreign Corrupt Practices Act (FCPA) is a U.S. statutory law that prohibits bribery of foreign government officials to obtain or retain business. It also requires companies to maintain accurate books and records and implement adequate internal accounting controls. The FCPA’s anti-bribery provisions apply to all U.S. citizens, companies, and foreign companies listed on U.S. stock exchanges, and its accounting provisions apply to companies that report to the Securities and Exchange Commission (SEC). Question – A leading US based pickle ball team wants to schedule and compete in games in foreign locations to garnish worldwide support of the sport and in doing so securing lucrative merchandising for itself both in the US and abroad. An employee of the company is pressured by the CEO to offer bribes to secure a lucrative contract in a foreign market. If you had to advise the employee on what to do what advice would you provide? Submit no more than a 2-page analysis in no greater than 12-point font including the following key considerations: Identify the relevant legal principles; Duty to consumers; Ethics; Analyze the potential outcomes. This is all according to reading the dynamic business saw book of essentials in McGraw hill book from the newest edition THIS CANNOT BE AI FOEMED AT ALL ALL OPINION BASED FROM COOMON KNOWLEDGE FROM THE BOOK

This is connected assignment inclucde 3 paper. This is a first one, I will attached the link about the prompt, sources provided, rules, rubric below. This is essay for class about business ethics and laws.

Prior to beginning work on this discussion,

• Read Chapter 3 and Chapter 7 of your course text.
• Read
• .
• Read
• .

In your initial post, consider the advantages and disadvantages of using collaborative planning, forecasting, and replenishment (CPFR) in managing production and purchasing processes. What are the advantages and the disadvantages of CPFR? What types of businesses would gain the greatest benefit from using CPFR?

Guided Response: Review several of your peers posts. Respond to at least two of your fellow students posts in a substantive manner, and provide information or perspective based on your experience. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this discussion forum. Continue to monitor the discussion forum until 11:59 p.m. (in the time zone in which you reside) on Day 7 and respond with robust dialogue to anyone who replies to your initial post. Each of your responses to your classmates should be at least 100 words in length.

Prior to beginning work on this discussion forum, read Chapter 12 in your course text, and review the video

.

In this discussion, reflect on a past product customer service or support experience, and address the following questions:

• Were the three elements of customer service evident in your customer service and support experience?
• Did the customer service or support experience increase the likelihood of your repeat business with this company?
• Upon reflection, what customer service process changes would you recommend to align this companys process with the high-quality customer service principles as defined in the course text?

Guided Response: Review several of your peers posts. Respond to at least two of your fellow students posts in a substantive manner, and provide information or perspective based on your experience by Day 7 of the week. You are encouraged to post your required replies earlier in the week to promote more meaningful and interactive discourse in this discussion forum. Continue to monitor the discussion forum until 11:59 p.m. (in the time zone in which you reside) on Day 7 and respond with robust dialogue to anyone who replies to your initial post. Each of your responses to your classmates should be at least 100 words in length.

Overview In this last assignment, you will examine how politics and power influence an organization and its culture. In business, power, and politics greatly influence an organization’s culture and may hinder organizational productivity. As you continue to explore ways to increase productivity in your department, you observed how power and politics influence the corporate culture and the need to address the overall challenges within the organization. Based on your research, you will develop a proposal for your manager on how politics and power can influence the organization’s culture positively. Instructions Write a 57 page double-spaced paper that addresses the following: Influence of Politics and Power: Describe the importance of understanding the dynamic of power and politics within the organization. Explain how politics and power may influence the organization’s culture. Sources of Power: Discuss at least one source of power that could be applied to influence the department and improve organizational performance. You will select and research one source of power to formulate your individualized approach to this question. Do not submit the definition of all the sources of power. Explain how management could use this influence to benefit the department and improve organizational performance. Leadership Behavior and Culture: Propose recommendations that support how the study of power and politics could influence leadership behavior and improve the organization’s culture. Leadership Influence: Discuss the importance and complexity of leadership behavior and how it influences organizational structure and performance.

BUSINESS LAW ASSIGNMENT SPRING 2026 As of February 12, 2026, Donald Trump has signed 242 executive orders in his second presential term, which began on January 20, 2025. One of those orders was Executive Order 14209. On February 10, 2025, when President Trump signed Executive Order 14209 which paused the Foreign Corruption Practices Act. The Foreign Corrupt Practices Act (FCPA) is a U.S. statutory law that prohibits bribery of foreign government officials to obtain or retain business. It also requires companies to maintain accurate books and records and implement adequate internal accounting controls. The FCPA’s anti-bribery provisions apply to all U.S. citizens, companies, and foreign companies listed on U.S. stock exchanges, and its accounting provisions apply to companies that report to the Securities and Exchange Commission (SEC). Question – A leading US based pickle ball team wants to schedule and compete in games in foreign locations to garnish worldwide support of the sport and in doing so securing lucrative merchandising for itself both in the US and abroad. An employee of the company is pressured by the CEO to offer bribes to secure a lucrative contract in a foreign market. If you had to advise the employee on what to do what advice would you provide? Submit no more than a 2-page analysis in no greater than 12-point font including the following key considerations: Identify the relevant legal principles; Duty to consumers; Ethics; Analyze the potential outcomes.

This is a 2 part assignment: please read instructions and attachments for rubric and requirements.

Part ONE: Discussion post and response to 2 classmates

-Discussion post: 200 words

• Detailed responses are appropriate, (4-5 sentence minimum.)

-Response to 2 classmates 150 words each (300 total)

• Please send over the initial post first.
• I will provide the 2 classmates post after the Initial post is done.

-Part One Attachments:

• Module 6 Discussion (Use for instructions and rubric)
• Read Textbook: Organizational-Development-ebook: Chapter 11 and Chapter 12

PART TWO: Module 6 – Assignment

(600 words / APA Format). Use Times New Roman in 12-point size, double-spaced, and minimum full two-page. Use APA style for formatting.

–Part Two Attachments:

• Module 6 Assignment (Use for instructions, rubric, textbook)
• Read Textbook: Organizational-Development-ebook
• Chapter 11 Intergroup Development Interventions
• Chapter 12 Goal Setting for Effective Organizations

–External Links: (Use for Resources)

• https://youtu.be/4XWROQdt0n4