Social Media Management and Online Sustainability Disclosures

This assignment explores the role of social media in business strategy and online sustainability disclosures. It examines various studies and research papers on social media management, including its impact on small businesses and hotels. The assignment also discusses the use of big data and its challenges. It provides a summary of key findings and implications for businesses.

Research Project

TITLE:
An understating of the impact of Social media on PRIMARK.
CHAPTER ONE: INTRODUCTION
Overview of research
Digital technology refers to use of techniques in which information is recorded in binary
code of combination. In this process there is use of computerised techniques which is used for
recording, gathering and transferring information. In current market, there is use of more
technology which helps to conduct operations in better and relevant manner (Abed, Dwivedi, and
Williams, 2015). When manual work cut down then there is less possibilities of getting affected.
This research is based on PRIMARK which is fashion retailer having head quarter in London,
UK. As there are many organisation working in same sector, so it is important to accept
technological changes and perform activities in context of other association's of industry.
PRIMARK has to motivate workers to accept technological changes so positive impact can be
achieved. Training can be provided to workforce so PRIMARK can compete with other
associations as well.
Background of research
There are many aspects of digital technology such as artificial intelligence, social media,
internet of things, etc. This research is based on social media. Social media platform refers to the
sources through which contact among different parties is possible through internet media. It also
assist in performing collecting and storing information. As there is more competition in fashion
retail sector, so wit the help of social media, it is easy for PRIMARK to market their products
and services. Consumers can access social media accounts of PRIMARK 24*7 to check out
rating, feedbacks of consumers, quality of products and services, etc. which assist them in
excelling in industry. So it is clear that social media has impact on business activities of
PRIMARK in positive manner but manager has to access and take actions to give positive impact
on consumer's mind (Ainin and et. al., 2015).
1.1 Research aim and rationale
Aim:
Aim of this research is
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"To analyse the impact of social media tools on the business activities of an
organisation". A study on PRIMARK.
Rationale of research
This research helps to understand changes which are taking place in social media
technology. This makes understand importance of social media for operating activities.
PRIMARK is the company which operates at international level, so components which has to be
followed while using social media techniques can be acknowledged with this research.
1.2 Research questions
 What is the concept of social media and its tools that are used by organisations.
 What are the major influence of social media on the business operations of PRIMARK.
 What is the relationship between the use of social media tools and the business growth of
PRIMARK.
1.3 Research objectives
 To examine the concept of social media and its tools that are used by organisations.
 To determined the influence of social media on the business operations of PRIMARK.
 To ascertain the relationship between the use of social media tools and the business
growth of PRIMARK.
1.4 Significance of research
Significance of this research is to understand impact of social media on business
operations. This report helps to understand about role of social media and measures through
which positive impact on operations can be achieved. Social media topic is relevant and
interesting in current market, so it is easy for investigator to collect relevant data from
respondents. Researcher has interest in social media platform so this makes easy for conducting
this investigation in more relevant and effective manner. Reader is able enhance knowledge
about relationship between social media and operations of association.
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CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction of Literature Review
Literature review is define as the type of review article. This literature review consider
surveys books, scholarly articles and any different source which is relevant to a particular issues.
In this their is the critical evaluation of the work in context research problem which is invested.
The paper is provide the details regarding the concept of social media. This research help in
understand the affect of social media on the business operations (Amran and et. al., 2015).
2.2 Main Body
social media and its tools that are used by organisations.
Social media is define as the technology which provide the facility of sharing ideas,
thoughts and information through with the building of virtual networks and communities. This
play effective role in the business it is effective to generates the real customer. Quality that
social media has is of Social media connect and share the information in the market. According
to Alfred Lua, (2019) The platform of social media help in connect the consumer its create
awareness about the brand and also effective in increasing the sales. In PRIMARK use different
tool to for manage the social media. This tools are explained below:
Hoot Suite: This is considered as the social tool for managing the activities. This tool of
management is effective in manage the multiple accounts whether there is an agency or multiple.
It is consider the tool of add the account and easy for the schedule post across the all major
platforms. This is define as the easy to add account mangers. There is it is considered as the tool
which provide the platform of to teach about social marketing as whole. As a package the this is
the effective way of price (Braojos-Gomez, Benitez-Amado, and Llorens-Montes, 2015).
Hub spot: This tool is also considered as the tool of managing social activity of the
business . In this when in business there are a lot of tools that time this tool is effective in
monitoring the social account and after that publish them and also provide the close loop.
Meet Edgar: In businesses there are so many tools which is countless . In this tool of
social media it is effective in traffic by automatically re sharing evergreen content.
What are the major influence of social media on the business operations of PRIMARK.
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Social media is define as the marketing term in which the individual ability affect
thinking procedure of individual in term of the social online community. In this the determiner
person has more appeal that individual has to companies or other individualist promote an idea
and sell product. The influence and surrounding has further change our behaviour. According to
Azure Collier (2019) Social media is already highly influenced our shopping, relationships, and
education or solidify offline connections as opposed to meeting new people.
Marketing: This tool is effective in social media. In this PRIMARK are continue
finding effective ways for implementing their marketing strategies through social media. The
development of social media platform of PRIMARK which is consider filers sent through the
many social media site such as television. This marketing tactics are helpful in businesses in use
of social media to instantly inform consumers about the sales (Graetz and Franks, 2016). The
arrival of new product and do the exclusive promotions of the product . With the help of the a
Consumers easily attach with their favourite retailers online to stay informed about new
developments. Social media is effective in marketing.
Branding: In this social media is influence the define as the of customers understand a
bushiness brand. In this when the social media is not so popular at that time customers
considered businesses to be impersonal entities. In PRIMARK Social media is crate the new
level of dialogue between a business to be impersonal entities. The kind of consumers who
connect with a business by using the social media influence the way of other possible consumer
realise the businesses brand.
Communication: Social media also influence the way many retail business communicate
with their customers. Now days customer are more use the social media media rather then
anything . In this now customer are more focused on social media and prefer to use social media.
In PRIMARK customer can easily convey the message or also post publicly. . Customers use
social media to provide both positive and negative impact on product or customer service.
Relationship between the use of social media tools and the business growth of PRIMARK
Social media play important role in the growth of the business. In this with help of social
media a business or an organisation can understand the need and want of the customer according
to that business provided services and product. In this social media is effective promote the
product or services which create awareness in the mind of the customer (Grayson and Hodges,
2017).
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Social media is cost effective:In this social media help business in using effective cost.
In business with the help social media organisation cover large market at minimum cost. In this
there is the advantage of the reasonable coast which provide features offered by the social
networks to promote the content and special offers. In this there are most media advertising is
provide low range than the traditional advertising.
Social media encourage two way communication: According to Sunny Popali (2019)
This social media give the power to know various information about its customers, their interest
and collect feedback. In this customer can share there ideas, thought, questions,ideas to know
them better.
Social media is everywhere: Now the consumer are more dependent on the social media.
People share more businesses are offering mobile friendly experience to the customer which is
more effective.. This create the benefits for the small business. This is very effective in this
having a social media presence that improve the chances of the businesses of getting funds.
2.3 Conclusion of Literature Review
From the above mention discussion it has been concluded that that in social media there
are many factors which affect social media in the business. In business there is many social
media tool is used for the growth of the business. This social media is effect the organisation
activities in the businesses.
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CHAPTER THREE: RESEARCH METHODOLOGY
Research is time consuming process because there are many activities associated with it
such as introduction, setting aims and objectives, etc. So research methodology is used to
understand different techniques. Some of them are discussed as under-
3.1 Research Philosophy
Research philosophy is the aspect which makes it is easy to understand perspective of
respondents. This sets some specific benchmarks which assist in getting valid results are
outcome (Jones, Borgman and Ulusoy, 2015). There are two types of positivism and
interpretivism. In this research interpretivism is used which assist to consider genuine changes
while conducting research.
3.2 Research Approach
Research is conducted with considering some specific aspects to make investigation
relevant and authentic. This is known as research approach. There are two types of research
approach: inductive and deductive. In this research inductive approach is used because this
consider theoretical aspects while conducting research and suitable with other techniques.
3.3 Research Strategy/Methods
There are two methods of conducting research i.e. qualitative and quantitative research.
Quantitative research refers to way through which information is collected with the help of
scientific and mathematical approaches. This is complex method because information is
collected and stored in scientific and technical manner (Lee, 2017). While as per qualitative
method, information is collected and presented in graphical, pictorial format which is easy to
understand by reader as well. In this research qualitative method is used. This method provides
information with its justification, so it is easy for reader to understand reason behind specific
opinion.
3.4 Research
Methodology
Research methodology is the techniques which makes easy for reader to analyse different
types of techniques used to conduct research. In order to conduct research in appropriate way by
analysing different aspect “Research Onion” can be used. In this research approach, methods,
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philosophy and other techniques are disclosed. So it makes investigation structured and
appropriate.
3.5 Research Instrument/Tools
Research is systematic and in- depth study of topic. In order to make investigation valid,
there is requirement some information to make research authentic, so data is collected from
different sources. There are two methods of collecting data i.e. primary and secondary
information. Primary information refers to data which is collected from candidate through one to
one basis. This method is time consuming and still researcher is not able to collect data from
whole population. But this is most reliable method to know individual's perceptive about impact
of social media on business operations (Kim and Park, 2017). There are different ways through
which primary source is collected such as questionnaire, focus group, personal interview, etc.
Secondary data is the information which is collected from online sources, books,
journals, etc. This is the way through which complete information about impact of social media
on business operations can collect. Sometimes, data collected from this source is irrelevant and
old. So investigator has to collect information from authentic and reliable sources. In this
research both the methods are used so vast area is covered to collect information.
In order to collect primary information, questionnaire is used by investigator to collect
and gather view of respondents. Questionnaire is the structured format in which number of
questions related to social media technology and its impact on business operations are analysed.
Research design is the way in which presentation of collected information and data is
done. There are three types of research design i.e. experimental, exploratory, descriptive. For this
investigation, descriptive research is used. As per this method, information collected and
gathered is presented in lengthy and descriptive manner (McCann and Barlow, 2015).
3.6 Sampling
It is not possible for researcher to collect view of whole population, so few respondents
are collected out of crowd who frames base on behalf of whole crowd. This collecting few
individuals is refers to sampling. With sampling, it is easy for researcher to collect their view and
understand general overview about social media.
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3.6.1 Identifying Population and
Research Site
In order to collect primary information, 10 employees are selected. Employees are
selected because they are working with social media and it is easy to know their perception about
its impact on business operations of PRIMARK.
Research site is the place where research is conducted by team mates. Research site is
office of PRIMARK for collecting information, library, place for meeting, etc. There are the
places which assist in conducting research activities and performing actions according to planned
actions (Ngai and et. al., 2015).
3.6.2 Sampling Strategy
There are two types of sampling i.e. random and non random sampling. Non random
sampling methods refers to the way in which respondents are prejudiced. There are possibilities
that individual for collecting view are pre- determined and they have biasness in collecting their
opinion.
In this research random sampling is used to collect information. This is the way in which
respondents are selected without prejudgement, so there is equal probability of getting selected
of each individual.
3.7 Ethical Implications
There are some aspects which has to be considered by researcher in order to conduct
investigation in best and authentic manner. Confidentiality and consent are main points which
has to be considered. It is important to collect data with consent of workers at PRIMARK, they
are aware about objective of collecting data. So this makes this investigation authentic and
verified. Information collected for the purpose of research is used for the same motto. Identity
and employees are kept confidential. Collected data is transferred and stored with proper security
and passwords, so external party can not access it (Ngai, Tao and Moon, 2015).
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CHAPTER FOUR: FINDINGS (DATA ANALYSIS PRESENTATION)
Data analysis
Data analysis refers to the process in which collected data is evaluated for the purpose of
providing interpretation. Thematic approach is used for the purpose of data analysis. In this
method, themes are provided through which question is clear to reader. This makes ease to take
opinion of respondents (Ramanathan, Subramanian and Parrott, 2017).
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Questionnaire
Q1. Do you have knowledge about social media technology?
Yes
No
Q2. Does use of social media affect business operations of PRIMARK?
Yes
No
Q3. Which of the following business activity of PRIMARK gets most affected after
implementation of social media?
Research and development
Marketing
Sales
Accounts and finance
Q4. Which of the Social media account is most popular in market?
Facebook
Instagram
Twitter
Pinterest
Q5. Which factors have to be considered by managers of PRIMARK while use social media?
Easy accessibility
Proper information up-gradation
Expertise knowledge
Q6. What are the advantages of social media technology for PRIMARK?
Able to advertise new product and services
Competitive advantage
Connection with potential consumers
Improvement in brand image
Q7. What are the issues faced by PRIMARK while using social media account?
Frequent changes in technology
Negative comments from experienced consumers
Hacking of information
Q8. Which parties are important to get positive impact on business operations with social
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Data interpretation
Q1. Do you have knowledge about social media technology? Frequency
Yes 8
No 2
Q2. Does use of social media affect business operations of
PRIMARK?
Frequency
Yes 6
No 4
11
Yes No
0
1
2
3
4
5
6
7
8
8
2
Frequency

Q3. Which of the following business activity of PRIMARK gets
most affected after implementation of social media?
Frequency
Research and development 3
Marketing 5
Sales 2
Accounts and finance 1
12
Yes No
0
1
2
3
4
5
6
6
4
Frequency

Q4. Which of the Social media account is most popular in
market?
Frequency
Facebook 5
Instagram 2
Twitter 3
Pinterest 1
13
Research and development
Marketing
Sales
Accounts and finance
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
3
5
2
1
Frequency

Q5. Which factors have to be considered by managers of
PRIMARK while use social media?
Frequency
Easy accessibility 3
Proper information up-gradation 2
Expertise knowledge 5
14
Facebook Instagram Twitter Pinterest
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5
2
3
1
Frequency

Q6. What are the advantages of social media technology for
PRIMARK?
Frequency
Able to advertise new product and services 2
Competitive advantage 3
Connection with potential consumers 1
Improvement in brand image 4
15
Easy accessibility
Proper information up-gradation
Expertise knowledge
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
3
2
5
Frequency

Q7. What are the issues faced by PRIMARK while using social
media account?
Frequency
Frequent changes in technology 4
Negative comments from experienced consumers 1
Hacking of information 5
16
0
1
2
3
4
2
3
1
4
Frequency

Q8. Which parties are important to get positive impact on
business operations with social media technology?
Frequency
Employees 4
Management of PRIMARK 2
Legal advisor 3
All of the above 1
17
Frequent changes in technology
Negative comments from experienced consumers
Hacking of information
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
4
1
5
Frequency

18
Employees
Management of PRIMARK
Legal advisor
All of the above
0
0.5
1
1.5
2
2.5
3
3.5
4
4
2
3
1
Frequency

CHAPTER FIVE: DISCUSSION (DATA INTERPRETATION)
On the basis of primary information
Theme 1: Concept of social media technology
Interpretation- As per above graph, it is analysed that respondents have knowledge about
social media techniques, so they are conformable in working with it, while remaining 2
candidates does not have education about it. So it is interpretated that managers of PRIMARK
can implement digital technology by providing training to workers, so they will have information
about changes in new technological changes.
Theme 2: Impact of social media on business operations
Interpretation- From the above picture, it is clear that 6 individuals favour foe affecting
business operations of association, while 4 says that there is no impact. Hence managers of
PRIMARK says there is influence on operations of PRIMARK so proper planning is required for
successful implementation of social media techniques.
Theme 3: Business activities affected with use of social media
Interpretation- Above diagram shows that there are different departments such as sales,
marketing, etc. which get affected with use of social media. As per view of 3 candidates R&D
department get affected, 5 says marketing activities affects, 2 favours for sales and remaining 1
individuals says accounts and finance. So it is interpreted that marketing and R& D department
gets most affected.
Theme 4: Most popular social media tool
Interpretation- As per above picture, it is identified that 5 employees says Facebook is
used 2 says Instagram account are popular, 3 individuals says Twitter is used and remaining 1
say Pinterest is popular. So it is interpreted that Facebook and Twitter are most popular and used
by majority of crowd.
Theme 5: Components to be considered
Interpretation- As per above graph, it is identified that there are some components which
makes easy for workers of PRIMARK to use social media techniques. As per view of 3
individual easy accessibility is important, 2 says proper information about up- gradations has to
be communicated, remaining 5 says expertise knowledge is important.
Theme 6: Advantages of social media technology
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Interpretation- As per above diagram it is identified that as per view of 2 individuals
managers of PRIMARK is able to advertise new product and services, 3 favours for competitive
advantage, 1 says it is easy to make connection with potential consumers, 4 says that brand
image of PRIMARK gets improved. So it is interpreted that with use social media, there is
positive influence on PRIMARK.
Theme 7: Issues faced while using social media account
Interpretation- As per above graph, it is identified that as per view of 4 employees
frequent changes in technology is issue, 1 employees says negative comment of consumers
affects brand image, 5 individuals says hacking of data is major issue. So it is concluded that
hacking of information and changes in technology is major aspect.
Theme 8: Parties important for social media technology
Interpretation- As per above picture, it is identified that as per view of 4 candidates,
employees are important, 2 employees says management of PRIMARK are important, 3 favours
for legal advisor, while remaining 1 respondents favours for all of the above options. So it is
concluded that participation of workers is important.
On the basis of secondary information
From the above collected information it is identified that role of social media is important
in current industry. There are different tools through which social media accounts are managed
such as hoot Suite, Hub Spot, meet Edgar, etc. With the help of it, PRIMARK is able to get
positive impact on it. There is positive impact on business operations of PRIMARK such as
marketing gets easy. It is easy for PRIMARK to identify change in market trend and consumer
demand. So brand image of PRIMARK gets improved in industry and growth prospects are
more. When consumers are satisfied with product offered by PRIMARK an its quality, then
growth possibilities gets improved.
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CHAPTER SIX: CONCLUSION, RECOMMENDATIONS AND
IMPLICATIONS FOR FURTHER RESEARCH
Conclusion
From the above collected information, it I concluded that most of the employees that
knowledge about social media technology, so it is easy to implement it. Marketing, R&D
activities can be conducted easily. It is 24*7 easy accessibility which makes it easy for
consumers to know what is launched by PRIMARK. It is important to have legal advisor which
provides information about different change and up- gradation in social media account.
Employee participation is important for successful implementation of social media techniques.
Brand enhancement, competitive advantage, easy contact with consumers, etc. are possible for
PRIMARK which assist in their growth and development. Frequent up- gradation is major issue
which is faced by managers of PRIMARK.
Recommendations
There are some recommendations through which implementation of social media
technique is easy.
 There must be employee motivation at PRIMARK, so social media can be implemented
in better and relevant manner. Motivation can be done through monetary and non
monetary benefits by bridging gap between personal and organisational goals.
 While implementing social media technology, worker's views must be considered. This
makes them satisfied that they are also essential component for PRIMARK.
 There must be use of proper security measures, so it is easy to maintain confidentiality of
data.
 In case there is any negative comment from consumers, then corrective measures has to
be taken as soon as possible and assist consumers to be resolved shortly. This makes
consumer brand loyal.
Implications for future
In future, if same research will be provided, then researcher will use personal interview as
primary source of information. This assist in collecting information within specified time.
Research activities will be clear to team mates, so synchronisation in activities can be achieve.
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There will be proper guidance to workers, so workers are not confused. Researcher will fix
proper time for meeting so progress rate and evaluation of research activities will possible.
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REFERENCES
Books and Journals
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performance outcomes. Industrial Management & Data Systems. 115(3). pp.570-588.
Amran, A. and et. al., 2015. The impact of business strategies on online sustainability
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Braojos-Gomez, J., Benitez-Amado, J. and Llorens-Montes, F. J., 2015. How do small firms
learn to develop a social media competence?. International Journal of Information
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Online
Lua. A., 2019. The 25 Top Social Media Management Tools for Businesses of All Sizes. [Online].
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Appendices
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