Impact of social media on the business practices of Retail Company

This research project aims to determine the positive and negative impact of social media on the business practices of a Retail Company, with a case study on Amazon. The study utilizes mixed methods and primary and secondary data collection tools to gather valuable information. The findings suggest that social media has both positive and negative effects on business operations, and recommendations are provided to enhance social media operations.

Research Project
(Impact of social media on the
business practices of Retail
Company.)

Executive Summary
The present study aim to determine positive and negative impact of social media on the
business practices of Retail Company. Therefore, in the advanced and serious business time, the
vital rationale of every little just as enormous business venture is to achieving higher
development and achievement. Thus, social is an imperative aspect which is effective in
establishin interconnection among the people and provides a wider network to be connected with
people at global level. Social media is also supportive for the business to develop new avenues of
traffic which leads individual to their products and solidify their identity to the buyers, customers
and clients. In this present analysis study is being executed over Amazon, thus it is a large
multinational e-commerce business which has its operations all around the world. The study is
imperative in enhancing individual recognition in relation to the aspect of positive and negative
impact of social media over the practices of the business. In this present analysis mixed method
has been applied by the researcher as in this qualitative and quantitative both the information is
gathered to generate valuable outcome. Quantitative analysis supports the statistical evaluation
and the quantitative method provides suitable detailed analysis in theoretical aspects. In addition
to this, primary and secondary both the tools are applied by the researcher as to gather valuable
information. Primary research is being conducted with the help of implementing descriptive
statistical analysis in the form of SPSS. Secondary sources like books, journals and articles are
implemented to gather valuable information. Therefore, secondary data are imperative in
conducting literature. Furthermore, conclusion is drawn in the manner to determining the
positive aspects like social media is imperative in enhancing the operations of the business and
also increases the base of the buyers. The study also analyse that, social media also has negative
impact in the manner to destroy of the image of the business, time consuming in nature, risk of
unwanted behaviour and so on. The project conclusion imitates that, social has created value for
the business in enhancing its approach it the wider market and maximise the sales and revenue of
the business. Recommendation in the manner to enhancing the social media operations would be
significant for Amazon to enhance the operations and attain significant edge within market.

Table of Contents
Executive Summary.........................................................................................................................2
Title of the Research........................................................................................................................1
Introduction......................................................................................................................................1
Overview of the Research......................................................................................................1
Background of the Research...................................................................................................1
Rationale of the Research.......................................................................................................2
Research aim..........................................................................................................................3
Research objectives................................................................................................................3
Research Hypothesis:.............................................................................................................3
Research questions.................................................................................................................4
Literature Review.............................................................................................................................4
Research Methodology....................................................................................................................9
Results and Findings......................................................................................................................11
Evaluation of Results and Findings...............................................................................................20
Conclusion.....................................................................................................................................33
Recommendation...........................................................................................................................34
References......................................................................................................................................36
Appendix........................................................................................................................................39

Title of the Research
Impact of social media on the business practices of Retail Company.
Introduction
Overview of the Research
The present study initiates to evaluate the impact of social media on the business practices
of retail business; therefore, social media mainly allows the businesses to create effective and
meaningful relationship and get to know future consumers effectively. Social media is
characterized as a computer based innovation which offices the sharing of thoughts, information
and musings by means of creating virtual organizations and networks (Beetham and Sharpe,
2013). Therefore, social media involves assorted tools like internet, Facebook, Instagram,
Snapchat, Pinterest, YouTube, Twitter and so on. Which are effectively be applied by the
businesses to develop opportunities within commercial centre and also develop effective
communication to enhance the marketing of the business effectively. With the help of social
media a business can build an effective fan base or receive suitable feedbacks from their targeted
buyers. The selected organisation for this specific project is Amazon, thus it is a large and
American multinational technology company, which is suitable in rendering appropriate
recognition about the positive and negative impact of social media on the business practices as it
is operating at a wider level and recognised as the largest e-commerce company which has its
operations within the retail sector. Amazon is a large multinational e-commerce business which
is widely focuses over generating more revenue and profitability and for this, the company is
relay over executing operations via implementing effective social media sites which are
imperative in nature to enhance business operations (Brynjolfsson and McAfee, 2012). For the
effective execution of the project, the investigator opt different methods like qualitative and
quantitative research method, primary and secondary data collection tools, deductive
investigation approach, interpretative paradigm and many more, which are suitable to aid the
project in right manner.
Background of the Research
Social media mainly defined as interaction computer intermediated tool and technology
that basically encourages the extension and sharing of the thoughts, profession, information,
interest and numerous different kinds of articulation through the virtual networks and
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organizations. Nonetheless, in the advanced business time rivalry inside market is so high and
the digital advancement has transformed the way of conducting business and its operations. Thus
organisations are widely concern over enhancing operations with the support of implementing
suitable social media sources which are effective for the business to enhance the approach in all
around the globe and generate higher traffic of customers (Brynjolfsson and McAfee, 2014).
Amazon.com, Inc. is a widely recognised multinational technology company which has its high
brand reputation within all around the globe. The company is based in Seattle, Washington. The
company is founded in the time of 1994 by the likely endeavors of Jeff Bezos. Amazon is
fundamentally engaged over online business, advanced streaming, computerized reasoning and
the distributed computing. Amazon is recognised as the one of the major considered company of
U.S information industry along with Apple, Facebook, Google. The company is operated with
around 1000000 employees who are putting their potential strength in the success operations of
the business, as Amazon is one of the most powerful economic and cultural forces in the global
as well as the world's most valuable brand. The company has started its online business with the
help of selling books and now it expended to sell software’s, food, video game, electronics,
jewellery, furniture, and grocery and so on. the estimated revenue of the firm is around 280.522
billion dollar. The company has its major concern over improvising the use of social media and
attain higher growth and success (Buhalis and Foerste, 2015). Amazon has over 26.5 million
followers over Facebook, therefore, the central account of has a product listing of retail and
consumer merchandise and is applied to market their own products and effective deals, rivalry
and the offers to their buyers community. The company is also having an appropriate and
specific account over Facebook which is related to their products likewise Prime Video, it is
much like the main or central account, thus these are mainly applied to drawn attention of the
buyers in relation to a specific product and the offers for the purpose of increasing the intrigue,
drive engagement via the reach and ultimately attaining higher sales (How do Amazon use Social
Media?, 2020). Amazon Inc. remains very active over different other Social Media sites and
networks and investing time into network-specific content. For instance, on Snapchat they render
Snap Deals – exclusive, one-off style offers that lend themselves perfectly to the network. In
addition to this, over Instagram they are basically concern over visually appealing content and
products that doesn’t seem out of place, alongside a wider range of pictures of animals playing
around on Amazon branded boxes. Thus, they are fully aware that animals are appealing and
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shareable, and so use Instagram to increase their brand reach. Each and every successful Social
Network is continuously growing to meet the increasing and changing needs of consumers, and
Amazon are more than willing to take an effective participation in that evolution. Amazon listens
and responds to their customers, offering awesome content that provides value to those who
interact with it.
Rationale of the Research
The research into consideration is based on evaluating the positive and negative impact of
social media over the business practices of Retail Company; therefore, the scope of study is wide
as it provides a wider knowledge base about the aspect of social media and its effectiveness for
the growth and development of the business. Social media is a wider concept and knowledge
about this subject is imperative for the businesses to analyse where social media had positive or
negative impact over the operations of the business and implement suitable strategies to attain
higher advancement (Cohen and et. al., 2014). The primary intention of conducting analysis over
social media is that, it is a most applied tool of today’s modern business era, as organisations are
concern over enhancing the operations with the suitable utilisation of social media and its tools.
The present study helps in providing in-death analysis over the aspect of social media and how it
creates positive and negative impact over the operations of the business. Study over such
analysis are important for the businesses to evaluate how a business may use social media which
aid the business to development and progression at the expected commercial center (Harris and
Dennis, 2011). It is huge to execute examination in separate point since that will help in decide
the positive just as negative effect of web-based media over business capacities. In any case, the
positive effect primarily help to development of business gainfully at the particular commercial
center while the negative segment is perceived as factor that impact over the organization
activity and prompts decrease in business (Del Chiappa and Baggio, 2015). The another
expectation of executing this examination is the individual premium of the analyst, as the
examiner needs to investigate own thought and acknowledgment according to this particular
region as to achieve viable scholastic records and addition achievement and movement inside
their own and expert information.
Research aim
An examination point essentially communicates the aim of the examination study which
sums up in a solitary sentence what an examiner plan to accomplish toward the finish of the
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exploration venture (Di Pietro, Di Virgilio and Pantano, 2012). The key aim of this is “To
determine positive and negative impact of social media on the business practices of Retail
Company. A study on Amazon”.
Research objectives
The objectives are clear and concise statement that is interconnected with the aim of the
project and also helps in assisting the entire project in right manner to generate valuable
outcome. The key objectives of this specific analysis are defined as under:
 To understand concept of social media.
 To determine positive and negative impact of social media experienced by Amazon.
 To identify ways through which negative impact of social media can be resolve.
Research Hypothesis:
Hypothesis 1: There is positive impact of social media on Amazon.
Hypothesis 2: There is positive relation between understanding of social media and enhancement
of performance of business.
Hypothesis 3: Social media campaign is useful to reduce at least cost of acquisition for
companies.
Hypothesis 4: This is necessary to do enhancement in tools and techniques for Amazon.
Research questions
Research questions are the important area of an investigation as it supports the entire project
in right manner via developing theoretical perspective (Dickinson and et. al., 2014). Therefore,
this section support the entire exploration in aiding the literature in effective manner, the suitable
questions of this analysis that are interconnected with the aim and objectives of the project are
associated as below:
 What is the concept of social media?
 What are the positive and negative impacts of social media experienced by Amazon?
 What are the ways through which negative impact of social media can be resolve?
Literature Review
A literature review can be defined as a simple summary of the resources that are significant
in providing detailed theoretical analysis to enhance individual understanding in relation to a
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specific area. In addition to this, the literature is also recognised as an organisational pattern and
combines both summary and blend to coming to at the expected result. Moreover, the writing
audit is compelling in giving expressive hypothetical point of view which helps the specialist in
improving hypothetical perspective that supports the work in right manner (Egger, 2013). In this
present analysis literature review is imperative in exploring recognition in relation to the aspect
of positive and negative effect of social media on the strategic policies of Retail Company.
Subsequently, in this data is primarily assembled through the help of auxiliary sources like
books, diaries, articles, etc.
The concept of social media.
According to Dollarhide, 2020, social media fundamentally characterized as the PC based
innovation which encourages the sharing of thoughts, musings and the information by means of
the advancement of virtual organization and networks. Along these lines, web-based media is
primarily begun as an approach to interface with people, family and friends for the intention to
establishing effective communication and making the entire globe connected with each other
(Hojeghan and Esfangareh, 2011). Later this computerised technology is widely adopted by the
business that wanted to take benefit of the popular and advance communication tool to reach out
at the customers at wider level. Social media marketing is also defined as the means of
interaction between the people in that that create, share and exchange data and ideas in virtual
communities and networks. In other words of Hudson (2020), social media also recognised as the
website and the applications which are designed to allow people to share content effectively and
quickly in real time. In the world full of digitalisation people is concern over suing social media
tools as the way of communication and wants to be connected with each other at global level.
Therefore, when individual access online media by means of advanced mobile phones
applications, these specialized devices has begun through computer and web-based media can
allude to any web correspondence procedures which permit the client to extensively share
content and draw in through general society. Social media is any computerized procedure which
permits clients to rapidly create and part content with people in general. Accordingly, web-based
media additionally assessed as a wide scope of sites and applications (Singh and Sonnenburg,
2012). A few, similar to Twitter, have some expertise in sharing connections and short composed
messages. Others, as Instagram and YouTube, are worked to upgrade the sharing of photographs
and recordings. Facebook, Snapchat and so on as the sharing of content effectively. The
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advancement of digitalisation has transform the way of conducting business and organisation are
widely concern over implementing digital technologies as the important sources to establish
interconnection with customers and enhance the operations of the business. However, businesses
in the modern era are using social media tools as the specific source of marketing, thus it helps
the business to enhance the brand reputation via increasing awareness among the people about
the business and its effective offerings (Hudson and Thal, 2013). However, suitable
implementation of social media is imperative in nature to enhance the operations of the business
effectively. Despite from this, social media is evaluated as the combination of multiple tools and
applications which involves, Facebook, Twitter, YouTube, Instgram, Snapchat and so on. these
are effective tools of social media which are widely applied by the businesses to enhance
recognition of the business and attract more and more customers towards the business and its
products. Social media now a day’s are widely being applied by the business to aware their
customers about the products and its services, therefore, social media is effective in attracting
customers as people in the modern era are spending a lot time over social media sites and this
defined to be the best approach for the businesses to enhance operations and functions.
Furthermore, social media channels is recognised as conversation aspect as through which an
individual can conduct interaction or communication in efficient manner through sharing data,
views and ideas suitably to each other (Jaeger, 2012). Thus, the another concept of social media
is that which is defined as mostly a visual medium that attract more and more audience towards
the business through rendering them medium of entertainment.
The positive and negative impact of social media experienced by Amazon.
According to Wroblewski, (2020), Social media is defined as a double-edged sword.
Therefore, the positive publicity helps the business in increase the business sales, while negative
publicity can tarnish organisational image. Apart from this, in today’s modern and competitive
business era the web-based media has gotten one of the principal channels for promoting and
publicizing, and its utilization has become a need if the organisation or its functions to remain
visible and stay competitive. Social media has become a basic part of individuals' life, in this
way the organizations utilize web-based media as an apparatus to sell their purchasers, make
their online image and pull in significant buyers (Laudon and Laudon, 2015). Amazon is a large
multinational technology company which is widely concern over enhancing operations with the
utilization of online media and its viable apparatuses to reach at more extensive clients. Social
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media is perceived as an effective power in the present current business time. Hence, with an
aggregate of 4.2 Billion web clients, around 3.3 Billion of them utilize social media as the
approach of their primary need as they use social media for their different purposes like
establishing connection with people, conducting online business and so on. There is a monstrous
extension for the ventures to effectively connect with purchasers on these stages and focus on the
suitable crowd incorporates over their premium. There are varying positive and negative effects
of social media which are mainly being experienced by the Amazon, effectively. However, the
Amazon is a large online service provider brand which is widely implementing Facebook,
LinkedIn, Instagram, Twitter to interface with huge number of clients, offer help, advance new
product, and resolve the issues which are emerges in the execution of online business. Web-
based media is presently a sharp instrument in the promoting plan of numerous organizations, of
all shapes and sizes. Without an on the web occurrence, a business loses its essential competitive
edge. The key positive impact which are being experienced by Amazon are the increasing brand
loyalty, reducing the cost of acquisition and scale, increasing brand reputation, the digital media
also allows a business to respond to customers and make any adjustments quickly, increasing the
reach of the customers (Lo and et. al., 2011). Thus, these are the significant benefits which are
mainly attained by Amazon with the engagement of social media and its effective tools.
According to Jordan (2018), social media also leads a business towards the negative impact as a
negative publicity destroy the image of the business, a negative feedback decreases the number
of potential buyers, time consuming in nature as it takes a lot time in setting up an effective
advertising campaigns, regular monitoring requires, Risk of undesirable or wrong conduct from
web-based media savages, Increasing on the web introduction can possibly pull in chances, for
example, data spills or hacking and so on, thus these are the potential negative impacts which are
effectively being experienced by the business and these aspects has direct negative effect over
the activities and movement of the business.
Despite from this, in between of the tech industry's world class, Amazon remains over all
others as the best for society, therefore, Amazon was situated through 20 percent of the
respondents as having the most positive influence over society among technology businesses
within a new survey. Amazon is a well recognised brand and using social media and its effective
tools to enhance the operations of the business (McCabe, Sharples and Foster, 2012).
The ways through which negative impact of social media can be resolve.
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According to Manipod (2020), social media is defined as an imperative aspect which is
being implemented by the businesses to connect through the friends and family and at the same
time, social media can overwhelm us through news and information. Therefore, social media is
an effective tool which are widely implemented by the business to enhance the operations of the
business widely, thus, social media has also negatively influences the operations of the business.
Amazon is a large multinational online retail business, which has its major concern over
developing the operations of the business and using social media tools as the effective source to
develop the operations of the business (Molz, 2012). However, for resolving the negative impact
of social media like risk of inappropriate behaviour, negative feedback, high cost of advertising
campaign and so on, businesses are concern over implementing effective measures that are
significant in resolving the issues of social media. In which some are associated as below:
Effective employees training: This is the most effective way which is effectively be
implemented by the business to ensure about reducing the bad effective of business effectively.
Therefore, businesses in competitive era are working for an effective objectives and as per the
increasing use of social media in individual’s life, businesses are also concern over implementing
social media as effective tool to enhance the operations of the business. Business is focuses over
providing training to their employees in the manner to providing suitable assistance for
conducting operations effectively (Morrison, 2013). Thus, a suitable guidance helps the business
to operate in effective manner and also training helps an employee to aiding the executions in
systematic way to providing effective customers facilities. Thus, Amazon is focuses over
providing training to their employees for the intention to enhancing the operations of the
business.
Maintaining safety and security aspects: This is also an another effective measure which is
effectively be implement by the business to enhance its operations and progression, however, in
the modern and digital world, people are also facing the issue of safety and security of their
private information as it is also important for the business to take all the safety provocation for
the intention to increasing the operations of the business (Oliveira and Panyik, 2015). In today’s
scenario frauds are increasingly high and people are very much concern over lacking of their
private data, for resolving the safety issues, business needs to apply measures of safety and
ensure customers for making secure purchasing, thus this is supportive for the business to
enhance it operations and functions.
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Suitable analysis of issues: This is also an effective way, which can be implementing by the
businesses to minimizing the negative influence over social media at their workplace. It is basic
for each organization to direct legitimate investigation and decide negative perspectives
associated with the online media on the grounds that as indicated by this administration of an
organization ready to create appropriate systems and plans which prompts progression of
business successfully. However, an effective analysis over the issue of the business helps the
business to enhance the operations of the business. Amazon, and its management are focuses
over providing effective analysis over the issue of the business and a proper analysis aid the
business to enhance its operations (Piercy, 2016).
Effective response of consumer’s request: Customers and clients are the critical part of the
business as the development and improvement of the business depends on the tasks of the
business. For settling the issues that are emerges because of the rise of web-based media and its
tools, businesses are needs to provide quick response over the request of the customers as it is
effective in increasing the faith of buyers over the operations of the business. Amazon is a large
ecommerce company which is widely concern over providing effective response to their buyers
in respect to increasing the operations of the business.
Although, these are the basic angles which are viably being actualized by the business to
improve the tasks of the business and resolve the negative impact of social media. Therefore,
social is mainly implemented by the business to enhance the operations with the support to
enhancing the brand awareness of the business and developing the customer’s base (Ruiz-
Molina, Gil-Saura and Moliner-Velázquez, 2011).
Research Methodology
Research approach is characterized as the particular apparatus and method that is executed
to distinguish select, measure and assess the data according to a particular investigation area. In
the context to an investigation the section of research methodology basically allows the
investigator to critically analyse an investigation entire validity and reliability. Research
methodology basically provides reasonable help to the scientist to help the whole examination in
right way to create important result (Sigala, Christou and Gretzel, 2012). This part of
examination depends on numerous applications which are critical to helping an investigation
over the territory of deciding the positive and negative effect of online media on the strategic
approaches of retail organization, that involves research methodology, approach, philosophy,
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data collection sources, sampling, ethics and so on. The suitable justification of the
methodological choices is associated as under:
Research Method:
The choice of research methodology is the fundamental application of the researcher to
aid the investigation in right manners. Therefore the entire execution of an investigation is based
on the appropriate selection of research methodology as it is important in assisting the entire
investigation and right manner to generate valuable outcome (Soteriades, 2012). The
methodological choice are mainly in compasses over qualitative and quantitative research
aspects. Where qualitative research is effective in conducting theoretical analysis in which
opinion and views of others are analysed in different manners thus this aspect is mainly based
over gathering information which are qualitative in nature. On the other side quantitative
research is effective in gathering information in numerical aspects as in this data collection is
based on statistical data and the mathematical aspects which are based on the aspect of determine
positive and negative impact of social media on the business practices of Retail Company. Thus
the mixed method is effective in gathering reliable information which are suitable in generating
effective results (Shen and Bissell, 2013).
Data Collections Tools:
In the execution of an investigation work it is very much important for the researcher to
make suitable selection of tools from which appropriate information can be gathered to reaching
on the extent where appropriate outcome can be obtained. The section of an investigation is
widely based over important sources like primary and secondary source of Data collection.
Therefore, primary research is mainly be executed to gather information which are fresh and
specific to an investigation on the other hand secondary data are already accomplished
information’s which are powerful in helping and examination in the correct way to assemble
reasonable data (Weller, 2011). With regards to this current examination work both essential and
auxiliary apparatuses are applied by the scientist. Anyway primary examination is being
executed by the help of conducting survey in which questionnaire is being developed to gather
specific data. In addition to this secondary research is being conducted together information from
books, journals, articles within published and non published manner and so on.
Data Sampling:
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This also refers as the another important aspect of the project which helps in evaluating
the suitable participants to gather appropriate information. This part of research is relay over
probabilistic and non-probabilistic data sampling tools (Zhou, 2013). Herewith, in the setting to
this current examination based over the part of deciding the positive and negative effect of web-
based media apparatuses over the presentation of business, sample is randomly picked as it is the
imperative part of probabilistic sampling tool. Therefore, in this 40 sample size is enough and the
sampling selection is being done from the employees of Amazon, as people from the selected
organisations are obligated in giving suitable data corresponding to the nearby activities of the
business. The number of sample size is 40 and it is enough because suitable information can be
gathered effectively and also helps in saving the time (Kietzmann and et. al., 2011).
Research Ethics:
In the execution of a project it is the primary consideration of the researcher to follow on
the research ethics and norms which are providing support to the entire work in the manner to
generating appropriate outcome. Researcher needs to ensure about not asking any questions that
further hurts the emotions and sentiments of the participants as researcher also making sure to
maintaining the confidentiality of their information and the data gathered for the purpose of
accomplishing suitable answer (Standing, Tang-Taye and Boyer, 2014). Researcher also needs to
manage cost which is also a major part of ethical consideration as few activities like data
collection access to the sources, transportation, stationary an so on are quite cost-consuming in
nature which needs suitable amount of cost and appropriate arrangement of amount is required to
generating results. Researcher also needs to avoid
Research Limitations:
Research limitations are the major issues which restrict and investigator to conduct
appropriate analysis therefore in the context to this present investigation work both primary and
secondary tools are applied to gather suitable information and in the case of executing primary
research the key limitation is provided time for the project is also not appropriate as this is a wide
investigation area and needs suitable analysis which researcher needs to have appropriate time
and for resolving the issue of time researcher needs to design a time frame in which all activities
of investigation and mention with the appropriate time duration in which the task needs to be
completed (Vivek, Beatty and Morgan, 2012). The project manager of this specific investigation
also experienced several issues while gathering information related to the topic such as their
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team members are under skilled and due to which they not able to perform their allotted duties in
effective manner. Despite from this in the case of conducting secondary research the
investigator is been facing the issue of authentic and reliable sources as it is very much important
for the researcher to search on the appropriate websites and using suitable books generals
published over online sites as this may leads towards the wrong direction (Bernard and Bernard,
2013).
Results and Findings
This is the important chapter of the investigation which aid in providing a suitable direction
to identifying, analysing and interpreting the information effectively. Therefore, this is the
important area of an investigation which helps the researcher is analysing the outcome
effectively (Chan and et. al., 2014). For considering the present investigation work results and
findings are developed via conducting hypothesis testing in which SPSS tools are applied in the
form of frequency table, chi-test, correlation, stand deviation, mean, mode and median.
Frequency Table
Q1) Do you have an appropriate understanding in relation to the conceptual
framework of social media and its tools?
Frequency
Yes 39
No 1
Q2) According to you, social media is imperative for the business to enhance
the operations of retail business?
Frequency
Yes 38
No 2
Q3) What do you think, the emergence of social media tools are effective for
Amazon to enhance its operations and performance?
Frequency
Yes 38
No 2
Q4) As per your perspective, what social media tools are implement by retail
business to enhance the operations of the business?
Frequency
Facebook 8
YouTube 7
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Twitter 7
Instagram 10
SnapChat 8
Q5) According to you, what are the key positive impacts of social media tools
that are mainly experienced by the businesses?
Frequency
The increasing brand loyalty 10
Reducing the cost of acquisition and scale 12
Increasing brand reputation 8
Increasing the reach o the customers 10
Q6) As per your perspective, what key negative influences are faced by the
businesses due to social media tools?
Frequency
Destroy the image of the business 10
Decrease the number of potential buyers 10
Time consuming in nature 10
Risk of unwanted behaviour from social media trolls 10
Q7) From your perspective, in what manner social media tools mainly
influences the operations of Amazon?
Frequency
Positive 30
Negative 5
Neutral 5
Q8) What do you think are the potential benefits that are attained by Amazon
due to implementing social media tools?
Frequency
Increase in profitability 10
Developing business opportunity 10
Enhancing customers base 12
Maximising brand awareness 8
Q9) According to you, it is important for Amazon to create advancement in
their tools and technologies to attain more progression and competitive edge?
Frequency
Yes 35
No 5
Q10) As per your opinion, what are the significant ways that are imperative for Frequency
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Amazon to resolve the negative impact of social media tools?
Maintaining safety and security aspects 10
Effective response of consumers request 10
Effective employees training 8
Suitable analysis of issues 12
Testing of hypothesis:
Hypothesis 1: There is positive impact of social media on Amazon.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Q3) What do you think, the
emergence of social media
tools are effective for
Amazon to enhance its
operations and
performance?
40 1.05 .221 .035
Q7) From your perspective,
in what manner social media
tools mainly influences the
operations of Amazon?
40 1.38 .705 .111
Q8) What do you think are
the potential benefits that are
attained by Amazon due to
implementing social media
tools?
40 2.45 1.085 .172
One-Sample Test
Test Value = 0
t D f Sig. (2-tailed) Mean Difference
95% Confidence Interval
of the Difference
Lower Upper
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Q3) What do you think, the
emergence of social media
tools are effective for Amazon
to enhance its operations and
performance?
30.087 39 .000 1.050 .98 1.12
Q7) From your perspective, in
what manner social media
tools mainly influences the
operations of Amazon?
12.338 39 .000 1.375 1.15 1.60
Q8) What do you think are
the potential benefits that are
attained by Amazon due to
implementing social media
tools?
14.283 39 .000 2.450 2.10 2.80
Interpretation: On the basis of above table of one sample t-test this can be found out that
hypothesis is true. It is so because value of significance difference is of 0.000 in all three cases.
In the case when value of significance difference is less than 0.05 than these shows that
hypothesis is true. Hence, it can be stated that there is positive impact of social media campaign
on Amazon.
Hypothesis 2: There is positive relation between understanding of social media and
enhancement of performance of business.
Correlations
Q1) Do you
have an
appropriate
understanding in
relation to the
conceptual
framework of
social media
and its tools?
Q2) According
to you, social
media is
imperative for
the business to
enhance the
operations of
retail business?
Q1) Do you have an
appropriate understanding in
Pearson Correlation 1 .698**
Sig. (2-tailed) .000
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relation to the conceptual
framework of social media
and its tools?
N
40 40
Q2) According to you, social
media is imperative for the
business to enhance the
operations of retail
business?
Pearson Correlation .698** 1
Sig. (2-tailed) .000
N
40 40
**. Correlation is significant at the 0.01 level (2-tailed).
Interpretation: The above table shows that there is positive relation between understanding of
social media and enhancement of performance of business. This is so because value of Pearson
correlation is of 0.698 that shows the positive and higher relation. In addition to this, the value of
significance difference is of 0.00 which is less than 0.05 and it presents that hypothesis is true
and there is positive relation.
Hypothesis 3: Social media campaign is useful to reduce at least cost of acquisition for
companies.
Q5) According to you, what are the key positive impacts of social media
tools that are mainly experienced by the businesses?
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 10 25.0 25.0 25.0
2 12 30.0 30.0 55.0
3 8 20.0 20.0 75.0
4 10 25.0 25.0 100.0
Total 40 100.0 100.0
16

Interpretation- On the basis of above table, this can be stated that there are more number of
respondents which think that social media campaign are useful for reducing cost of acquisition.
This shows that there are 12 respondents out of 40 who are agreed with the mentioned opinion.
The above outcome shows that hypothesis seems true.
Hypothesis 4: This is necessary to do enhancement in tools and techniques for Amazon.
Q9) According to you, it is important for Amazon to create advancement in
their tools and technologies to attain more progression and competitive
edge?
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 35 87.5 87.5 87.5
17

2 5 12.5 12.5 100.0
Total 40 100.0 100.0
Interpretation: On the basis of above table and graph this can be stated that there is too much
necessity of doing enhancement of technology and techniques by Amazon. It is so because there
is more number of respondents who are agreed with this opinion. The rationale behind this is that
technology enhancement is crucial for companies so that they can sustain in competitive
environment. As well as this shows that above mentioned hypothesis is true.
Findings:
On the grounds of above done analysis, this can be found out that the entire hypothesis is
true. These all hypothesis has been tested in accordance of various kinds of SPSS tests. For
18

hypothesis one t-test has been applied. The One Sample T Test decides if the average of the
study is substantially significantly different of a known or hypothesised sample. A multivariate
evaluation is the One Sample T Evaluation. This test is often referred to as the Single Sample T
Test. In addition to this, correlation analysis is also done for another hypothesis testing. The
Pearson’s correlation coefficient value is a mathematics which calculates a linear relationship
between these two variables of X and Y, also refers to as Pearson's r, Pearson's product-moment
correlations or multivariate similarity coefficient of correlation. It has a +1 to −1 value. On the
other hands, in rest of two hypotheses some other tests are also applied that are done on a
descriptive analysis. A descriptive (non-mass) statistical is a description that quantitatively
explains or resumes the characteristics of a set of information while qualitative (non-mass) data
is used and evaluated. In order to summarise a survey and not use the skills to analyse from the
community that the specimen of data is meant to represent, descriptive statistics are separated
from the statistical tests (or analytic statics). This usually ensures that relevant statistics do not
evolve on the basis of the concept of probabilities and are therefore semi - parametric statistics,
as opposed to statistical analysis. Descriptive statistics are usually often viewed even though a
data study draws its predictive accuracy using hypothesis testing.
19

Evaluation of Results and Findings
In the context of this present investigation work based on determining the positive and
negative impact of social media over the business practices of Retail Company, evaluation and
findings are created with the help of implementing thematic analysis as it is the most effective
way to conduct analysis and reaching at the key outcome (Helms, Booij and Spruit, 2012).
However, representation of the data depends on making recurrence table and diagrams, graphs
and outlines are created to examine the result effectively.
Thematic Analysis
Theme 1) Individual has an appropriate understanding in relation to the conceptual framework of
social media and its tools.
N Valid 40
Missing 0
Mean 1.03
Median 1.00
Mode 1
Std. Deviation .158
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 39 97.5 97.5 97.5
No 1 2.5 2.5 100.0
Total 40 100.0 100.0
20

Interpretation:
In this current investigation the examination is being executed over deciding the
comprehension according to the calculated structure of online media and its apparatuses,
subsequently, 39 out of 40 individuals are indicating their anxiety as they are having reasonable
thought regarding the equivalent and remaining don't know about the equivalent. The mean for
this examination is 1.03 and median and mode both are 1 for the equivalent.
21

Theme 2) Social media is imperative for the business to enhance the operations of retail business.
N Valid 40
Missing 0
Mean 1.05
Median 1.00
Mode 1
Std. Deviation .221
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 38 95.0 95.0 95.0
No 2 5.0 5.0 100.0
Total 40 100.0 100.0
Interpretation:
As per the in depth analysis of the project it has been evaluated that execution is being
conducted among 40 participants and out of that 38 are said that social media is important for the
business to enhance the operations of retail business and remaining are not in concern with the
equivalent. Mean for the analysis is 1.05, more than median both are 1.
22

Theme 3) the emergence of social media tools is effective for Amazon to enhance its operations
and performance.
N Valid 40
Missing 0
Mean 1.05
Median 1.00
Mode 1
Std. Deviation .221
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 38 95.0 95.0 95.0
No 2 5.0 5.0 100.0
Total 40 100.0 100.0
Interpretation:
From the elucidating investigation of the diagram it has been resolved that 38 out of 40
individuals are in worried about the perspective that the development of web-based media
devices is successful for Amazon to improve its tasks and execution. Extra members are not in
worry with the identical as the determined mean for the whole examination is 1.05 and median
and mode both are 1.
23

Theme 4) there is multiple media tools that are implement by retail business to enhance
the operations of the business.
N Valid 40
Missing 0
Mean 3.08
Median 3.00
Mode 4
Std. Deviation 1.439
Frequency Percent Valid Percent
Cumulative
Percent
Valid Facebook 8 20.0 20.0 20.0
YouTube 7 17.5 17.5 37.5
Twitter 7 17.5 17.5 55.0
Instagram 10 25.0 25.0 80.0
SnapChat 8 20.0 20.0 100.0
Total 40 100.0 100.0
Interpretation:
As per The point by point examination of the undertaking has likewise been dissected
that there are different medias and instruments that are han executed by the retail organizations
to enhance the operations of the business like Facebook, YouTube, Twitter, Instagram and snap
chat. Mood for this particular analysis is 4, Minas 3.08 and the median is 3.
24

Theme 5) There are different positive impacts of social media tools that are mainly experienced
by the businesses.
N Valid 40
Missing 0
Mean 2.45
Median 2.00
Mode 2
Std. Deviation 1.131
Frequency Percent Valid Percent
Cumulative
Percent
Valid The increasing brand loyalty 10 25.0 25.0 25.0
Reducing the cost of
acquisition and scale 12 30.0 30.0 55.0
Increasing brand reputation 8 20.0 20.0 75.0
Increasing the reach o the
customers 10 25.0 25.0 100.0
Total 40 100.0 100.0
Interpretation:
From the detailed investigation executed over determining the experiences which are
attained by the businesses by implementing social media tools. 10 out of 40 people are in
concern with the aspect of increasing brand loyalty, 12 participants are go with reducing the cost
of acquisition and scale, another eight people are go with increasing brand reputation and
25

remaining 10 are go with increasing the reach of the customers. However, name for this analysis
2.45, video main board both are 2.
26

Theme 6) Here are assorted negative influences that are effectively faced by the businesses due
to social media tools.
N Valid 40
Missing 0
Mean 2.50
Median 2.50
Mode 1a
Std. Deviation 1.132
Frequency Percent Valid Percent
Cumulative
Percent
Valid Destroy the image of the
business 10 25.0 25.0 25.0
Decrease the number of
potential buyers 10 25.0 25.0 50.0
Time consuming in nature 10 25.0 25.0 75.0
Risk of unwanted behaviour
from social media trolls 10 25.0 25.0 100.0
Total 40 100.0 100.0
Interpretation:
In this existing evaluation there are a sorted negative influences like destroy image of the
business, decreasing the number of potential buyers, time consuming in nature, risk of unwanted
behaviour from social media trolls that are mainly experienced by the businesses due to social
media. Therefore the mean for this analysis is 2.50 and median is also same and mode is 1.
27

Theme 7) Social media tools mainly have positive influences over the operations of
Amazon.
N Valid 40
Missing 0
Mean 1.38
Median 1.00
Mode 1
Std. Deviation .705
Frequency Percent Valid Percent
Cumulative
Percent
Valid Positive 30 75.0 75.0 75.0
Negative 5 12.5 12.5 87.5
Neutral 5 12.5 12.5 100.0
Total 40 100.0 100.0
Interpretation:
The survey is being executed to determine the impact of social media over the operations
of Amazon. Therefore majority of participants are said that social media has positive influence
and five people are in concern to the negative impact and another five people are neutral about
28

the same as they are not providing any concern. Median and mode for this analysis is 1 and mean
for the same is 1.38.
29

Theme 8) There are different potential benefits that are attained by Amazon due to implementing
social media tools.
N Valid 40
Missing 0
Mean 2.45
Median 2.50
Mode 3
Std. Deviation 1.085
Frequency Percent Valid Percent
Cumulative
Percent
Valid Increase in profitability 10 25.0 25.0 25.0
Developing business
opportunity 10 25.0 25.0 50.0
Enhancing customers base 12 30.0 30.0 80.0
Maximising brand
awareness 8 20.0 20.0 100.0
Total 40 100.0 100.0
Interpretation:
As per the detail the investigation of the task it has been broke down to that there are
different band of its like increase in profitability, developing business opportunity, enhancing
customers base and maximizing brand awareness which are effectively being experienced by
Amazon due to implementing social media tools. Mean for this examination is 2.45, median is
2.50 and mode is 3.
30

Theme 9) It is important for Amazon to create advancement in their tools and technologies to
attain more progression and competitive edge.
N Valid 40
Missing 0
Mean 1.13
Median 1.00
Mode 1
Std. Deviation .335
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 35 87.5 87.5 87.5
No 5 12.5 12.5 100.0
Total 40 100.0 100.0
Interpretation:
From the valuation of the study has been evaluated that 35 out of 40 participants are said
that it is important for or Amazon to create advancement in their tools and technologies for the
reason to attain progression and competitive age. Remaining members are not in favor with the
equivalent. Mean for this examination is 1.13. middle and mode both are 1 for the same.
31

Theme 10) There are different significant ways that are imperative for Amazon to resolve the
negative impact of social media tools.
N Valid 40
Missing 0
Mean 2.55
Median 2.50
Mode 4
Std. Deviation 1.176
Frequency Percent Valid Percent
Cumulative
Percent
Valid Maintaining safety and
security aspects 10 25.0 25.0 25.0
Effective response of
consumers request 10 25.0 25.0 50.0
Effective employees training 8 20.0 20.0 70.0
Suitable analysis of issues 12 30.0 30.0 100.0
Total 40 100.0 100.0
Interpretation:
Execution it is developed for determining the ways that are important for Amazon to
resolve the negative impact of social media tools. Therefore, the waste mainly includes
maintaining safety and security, effective response of consumer request, effective employee
training and suitable analysis of issues. Neel for this analysis 2.55, median is 2.50 and mode is 4.
32

Theme 1: The concept of social media.
From the itemized investigation executed over the part of the calculated structure of web-
based media, it has been dissected that, web-based media is a basic perspective which is
generally recognised as the online communication and the interaction channel in that an
appropriate interconnection among people, business and a wider level can be maintained.
Therefore, social media is a powerful instrument which gives a more extensive stage to the
organizations and the person to build up association at more extensive level and execute them
compelling to accomplish higher development and achievement. According to the assessment of
the examination it has likewise been evaluated that, social media involves assorted applications
like Facebook, Twitter, Intagram, YouTube, Snap chat and so on, that are effectively be utilising
by the people in the modern era and due to the increasing use of social media and its tools,
business are concern over implementing social media as they important sources to enhance the
brand recognition and establish interconnection with the customers. However, the suitable
implementation of social media channels is imperative for the business to enhance the operations
and functions at wider level.
Theme 2: The positive and negative impact of social media experienced by Amazon.
Amazon is one of the leading technological companies which focuses on social media,
digital streaming, artificial intelligence and cloud computing. The company has a wide presence
across various social medial platforms like Instagram, Facebook, Twitter as well as YouTube.
There are both positive as well as negative impacts of social media that are experienced by
Amazon, like the different platforms have helped it in increasing overall awareness about its
products as well as services that it offers, improved search engine rankings, high conversion rates
etc. Not only this, with the effective use of social media, the respective company has been able to
reach out to its customers and understand their needs as well as preferences in depth (Myers,
2019). But it was not that easy for the company to build a strong brand image it has today using
social media. The company had to deal with heavy investments of both efforts of its employees
as well as money.
Theme 3: The ways through which negative impact of social media can be resolve.
From the evaluation of authors opinion it has been analysed that, social media is an
imperative aspect for the present business world time, as organizations are broadly worry over
actualizing compelling online media instruments and advancements like Facebook, Instagram,
33

Snapchat, YouTube, Twitter for the goal to upgrading the activities of the business, but social
media also create negative impact in the manner to negative publicity, unwanted behaviour from
social media trolls, cyber crime, leaking of information and so on, thus, these issues has direct
negative impact over the progression of the business. However, it is important for the businesses
to resolve the issue effectively and for this, multiple ways are there like suitable employee
training, appropriate analysis of issue, maintaining safety and security and the effective response
of buyers request. Thus these are the significant ways which can effectively be implementing by
the businesses to overcome the challenges that are associated via social media tools.
Conclusion
From the above report, it can be concluded that both business as well as management are
significantly related to each other, this is because they enable an organization to organize,
analyse as well as plan different types of operations within the business. Also, they enable the
organization to conduct its various business activities in an effective and smooth manner. Data
analysis is an important component that all organizations are including in their systems. This is
also because it helps in improving the overall efficiency as well as effectiveness of the business.
Also, social media can have both positive as well as negative impact on the overall functioning
of an organization. Therefore, it is important to make efficient use of the same to ensure that it
contributes to the overall growth of the business. According to the assessment of the task it has
been resolved that, lion's share of members in the examination are in worry with the perspective
that web-based media apparatuses are basic for the organizations to upgrading the activities and
movement of the business. Hence, there are assorted benefits like Increase in profitability,
Developing business opportunity, Enhancing customers base, Maximising brand awareness and
so on, that are attained by the businesses while implementing social media tools as their
imperative source to gain advancement and progression. The analysis of the study has also states
that, social media has positive as well as negative impact over the operations and progression of
the business. Thus the positive impact mainly includes the aspects of Reducing the cost of
acquisition and scale, Increasing the reach o the customers, The increasing brand loyalty,
Increasing brand reputation etc. Thus the members are likewise starts that web-based media
essentially has positive effect over the activity of the business and for this businesses are
implementing social media tools to enhance the operations of the business. On the opposite hand
social media also has negative impact over the operations of the business which involved Time
34

consuming in nature, Destroy the image of the business, Risk of unwanted behaviour from social
media trolls, Decrease the number of potential buyers and so on, thus these are also has direct
impact over the activities of the business. Despite the fact that, according to the whole
examination of the undertaking it has likewise been assessed that, in the present current business
time the critical motivation behind the organizations is to achieving higher development and
achievement and for this organizations are worry over executing the best straggles and sources
and in the modern era people are very much engaged in the digital technologies and social media
among the most widely applied source by the people. However, businesses are implementing
social media tools for the intention to upgrading the tasks of the business and accomplishing
higher development and achievement via the support to enhancing the base of the customers and
providing opportunity to the businesses to explore their operations.
Recommendation
After the study executed over the aspect of determine positive and negative impact of social
media on the business practices of Retail Company, it has been recommended that, in the modern
business era digitalisation has transform the way of executing businesses and the way to enhance
the operations of the business. Therefore, from the assessment of the venture it has likewise been
proposed to the retail organizations to direct reasonable market examination with respect to the
utilization of web-based media and its effective tools, thus the businesses needs to implement the
widely applied sources from the audiences and the public for the intention to exploring the
operations of the business effectively. However, in this evaluation has been developed over
Amazon, thus it is a large multinational ecommerce business and has a major concern over
increasing the operations at global level. As per the evaluation of the project it has been
suggested to Amazon to provide training to their employees in respect to handing the online
operations effectively. Digital technologies are rapidly increasing and for this it is required for
the business to enhance the reach of the business via rendering suitable training to the employees
in the manner to operating with digital technologies in efficient manner. after that it has also
been recommended to the Amazon to enhance the base of hiring as it is required for the business
to hire people with effective skills and capabilities, thus suitable and advance knowledge would
be appreciable by the business in the manner to enhancing the operations and functions of the
business. In addition to this, via the execution of the project over the positive and negative aspect
of social media tools, it has also been recommended to Amazon to implementing all safety and
35

security measures which are imperative for the business to ensure customers for maintaining the
safety and security of their private information. Thus the people in the modern digital world due
to the issue of fraud customers are having the issue of hacking, fraud and leaking of their private
information, so it is important for the businesses to implement all the safety measure in their
mobile applications or the social media sites to maintain the reputation of the business and render
effective facilities to the customers. After that, it has also been suggested to the Amazon to
provide quick response over the request of the customers and try their best to satisfy their needs
effectively. Business needs to receive appropriate feedback from the customers and make
improvement according to the suggestions of the customers as some time idea would result in
effective operations of the business, which renders long term operations of the business and
attain advancement within market.
36

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39

Appendix
Questionnaire
Name:
Age:
Gender:
Email:
Address:
Q1) Do you have an appropriate understanding in relation to the conceptual framework of social
media and its tools?
Yes
No
Q2) According to you, social media is imperative for the business to enhance the operations of
retail business?
Yes
No
Q3) What do you think, the emergence of social media tools are effective for Amazon to enhance
its operations and performance?
Yes
No
Q4) As per your perspective, what social media tools are implement by retail business to enhance
the operations of the business?
Facebook
YouTube
Twitter
Instagram
SnapChat
Q5) According to you, what are the key positive impacts of social media tools that are mainly
experienced by the businesses?
The increasing brand loyalty
Reducing the cost of acquisition and scale
40

Increasing brand reputation
Increasing the reach o the customers
Q6) As per your perspective, what key negative influences are faced by the businesses due to
social media tools?
Destroy the image of the business
Decrease the number of potential buyers
Time consuming in nature
Risk of unwanted behaviour from social media trolls
Q7) From your perspective, in what manner social media tools mainly influences the operations
of Amazon?
Positive
Negative
Neutral
Q8) What do you think are the potential benefits that are attained by Amazon due to
implementing social media tools?
Increase in profitability
Developing business opportunity
Enhancing customers base
Maximising brand awareness
Q9) According to you, it is important for Amazon to create advancement in their tools and
technologies to attain more progression and competitive edge?
Yes
No
Q10) As per your opinion, what are the significant ways that are imperative for Amazon to
resolve the negative impact of social media tools?
Maintaining safety and security aspects
Effective response of consumers request
Effective employees training
Suitable analysis of issues
Q11) Provide suggestions to Amazon to improvise the operations and how profitability can be
maximise.
41

42