Business research methods PDF

Running head: BUSINESS RESEARCH METHODS
Business Research method
(Impact of social media marketing on brand image, Case study of Amazon)
Name of the Student
Name of the University
Author’s Note

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Abstract
This particular study has provided in-depth knowledge and understanding about the impact of
social media marketing in enhancing the brand image. Case study has been chosen on Amazon in
order to evaluate the fact where social media plays significant role or not. In the very
introduction part, the study has evaluated that this particular organization being a recognizable
supermarket ecommerce chain is yet to have popular social media presence for drawing the
attention of international customers. The literature review has focused to make in-depth critical
analysis about the importance of social media channels and its effect in enhancing brand
awareness. Methodology is the systematic way of collecting the research issue from numerous
points of views by using appropriate data analysis tools. In the data analysis and findings chapter
the researcher has presented survey and interview with the help of different statistical tools. The
conclusion and recommendation chapter has provided overall findings and analysis of the
identified research issue.

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Acknowledgement
I have provided immense effort and dedication while conducting the study. The paper could not
have been possible if I did not have a support of these individuals. I am grateful to all my seniors
who have constantly supported me in conducting the project and rectified my mistake without
losing any patience. I want to pay my gratitude to my guide especially without whom I could not
collect data such an organized way. The acknowledgement would not be completed without
showing utmost gratitude of my friend circle.

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Table of Contents
1.1 Introduction:..............................................................................................................................5
1.2 Research background:................................................................................................................5
1.3 Rationale of the research:..........................................................................................................6
1.4 Problem statement:....................................................................................................................7
1.5 Research aims and objectives:...................................................................................................7
1.6 Research question:.....................................................................................................................8
1.7 Research hypothesis:.................................................................................................................8
1.8 Structure of research:.................................................................................................................8
1.9 Summary:...................................................................................................................................9
Chapter 2: Literature review..........................................................................................................10
2.1 Conceptual knowledge about social media marketing:...........................................................10
2.2 Overview about brand image and identity...............................................................................11
2.3 Relationship and comparative analysis between social media marketing and brand image. . .11
2.4 Impact of social media marketing on brand image..................................................................12
2.5 Effective recommended strategies and policies on how to increase social media marketing for
creating effective brand image.......................................................................................................13
2.6 Literature gap:..........................................................................................................................15
2.7 Summary:.................................................................................................................................16
Chapter 3: Methodology:...............................................................................................................17
3.1 Research design:......................................................................................................................17
3.2 Data collection:........................................................................................................................18
3.3 Data analysis:...........................................................................................................................18

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3.4 Sampling technique:................................................................................................................19
3.5 Ethical Consideration...............................................................................................................19
3.6 Time-frame:.............................................................................................................................20
3.7 Summary:.................................................................................................................................21
Chapter 4: Data analysis and findings:..........................................................................................22
4.1 Quantitative questionnaires:....................................................................................................22
4.2 Qualitative questionnaires: (transcript of the appendix is attached in the appendix)..............42
4.3 Secondary data analysis:..........................................................................................................44
Chapter 5: Conclusion and recommendation.................................................................................47
5. 1 Conclusion:.............................................................................................................................47
5.2 Objective linking:....................................................................................................................48
5.3 Recommendations:..................................................................................................................49
5.4 Future scope of the study:........................................................................................................50
Reference List:...............................................................................................................................51
Appendix:......................................................................................................................................56
4.1 Quantitative questionnaires:....................................................................................................56
4.2 Qualitative questionnaires:......................................................................................................56

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Topic: Impact of social media marketing on brand image, Case study of Amazon
Chapter 1: Introduction:
1.1 Introduction:
Emergence of social media has brought a revolutionary change on the overall US market
scenario. In previous market scenario, the business experts were very much dependent on
traditional media tools for maintaining their promotional activities. Consequently, the entire
process of business was restricted with specific geographical boundary. With the dynamic
growth of advanced technology, the business experts aim to expand their business process in
various geographical boundaries. Social media is the only platform, which can connect people of
multinational boundaries together. Therefore, retail business industry at present market scenario
has decided to enhance their business wings beyond going traditional business outfit.
Amazon is one of the most recognizable American ecommerce business chain grabbed a
well-known place in the realm of supermarket industry (amazon.com 2018). Being a
recognizable supermarket ecommerce chain, this particular organization is yet to have popular
social media presence for drawing the attention of international customers. In compared to
Amazon, Nike, Adidas Puma have already occupied as three largest social media popular brands
in the US market (amazon.com 2018). Therefore, this study has focused to give in-depth
understanding on how social media market leaves immense positive impact in building
customers brand image and identity.

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1.2 Research background:
After evaluating data of last five years, it has been observed that Amazon after launching
ecommerce business process is yet to reach web marketing and new media marketing. Some of
its major competitors in the US market scenario such as Puma, Nike have immense social media
presence in comparison to Amazon. As a result, the business experts are facing immense
challenges in making brand awareness and identity (Kim, Kim and Nam 2014). After identifying
the research issue, large number of researchers and practitioners has showed their own concern
in evaluating this particular issue as a major concern.
Purpose of the research:
The primary purpose of this research is to critically analyze on how providing superior
quality of products as well as services is not the only method of gaining business image and
reputation (Kim et al. 2015). The business experts need to give proper attention in achieving
international image as well. Social media marketing is the most effective ways of drawing the
attention of US customers.
1.3 Rationale of the research:
 What is the issue?
In current business scenario, it has been observed that Amazon is not using social media
platform very effectively in comparison to other contemporary ecommerce businesses. As a
result, the business experts are unable to introduce their brands and services in new media
platform (Jugenheimer, Sheehan and Kelley 2015).
 Why is it an issue?

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In this kind of situation, people belonging to international backgrounds and attitudes are
unable to get detailed overview about the new brands and services initiated by the company.
Headquartered in Seattle, Washington this company has already expanded their entire business
wings in the international market. As per statistical data, Amazon is holding total 76 facebook
pages, 28 Instagram accounts 20 Youtube channels. However, researchers have identified the
fact that some of its competitors have already left huge craze in the market.
 Why is it an issue now?
In comparison to its competitors, Amazon is yet to have remarkable social media
presence (Kasemsap 2017). As a result, the entire ecommerce method is receiving immense
market threats to its competitors. On the other hand, it has also been observed that international
customers are getting deprived of receiving effective threats from the market.
 What could the issue shed light on?
After identifying the research issue, the study can critically evaluate on how the
marketing executives of Amazon are taking less initiative to promote their brand through social
media channels. In this kind of situation, international customers are showing their reluctant
attitude in using the services of Amazon.
1.4 Research problem:
The most significant challenges that Amazon is facing immense is grabbing the attention
of customers due to ineffective promotional activities followed by the business experts. In
today’s business scenario, large number of business experts tends to use various social media
tools with the help of which they can collect response of customers (He et al. 2015). Buffer and

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Sprout Social are the several effective social media tools with the help of which the business
experts intend to gather necessary responses from the target customers. In last five years, it has
been observed that Amazon is not intending to make effective promotion through social media
channels, which can easily grab the attention of customers. On the other hand, it has been
observed that the associated employees are facing difficulties in using advancement of
technology (Hirt and Willmott 2014). As a result, customers are getting deprived of receiving
effective feedback from them, which ultimately reflects negative impact on the overall
purchasing behaviour of customers.
1.5 Research aims and objectives:
Independent variables:
 To explore the conceptual knowledge regarding social media marketing
Dependent variable:
 To discover the meaning and concept of the brand image
Relationship between independent variable and dependent variable:
 To address the relationship between social media marketing and brand image
 To critically evaluate the impact of social media marketing on brand image
 To critically analyze the factors that affect in conducting effective social media marketing in
creating brand awareness
Recommendations:

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 To recommend the strategies catering to the positive and negative impact caused to the
brand image
1.6 Research question:
 What is the impact of social media marketing on brand image?
 What are the factors that affect in conducting effective social media marketing in creating
brand awareness?
 What should be the recommendations to make effective social media marketing strategies for
enhancing brand image?
1.7 Research hypothesis:
H0: Social media marketing has no significant impact on brand image
H1: Social media marketing has significant impact on brand image
1.8 Structure of research:
In the very introductory part, the study has focused to make detailed overview about the
identified topic by setting its research aims and objectives. The literature review has focused to
make in-depth critical analysis about the importance of social media channels and its effect in
enhancing brand awareness. The opinion of numerous eminent scholars has been critically
incorporated in this study. Methodology is the systematic way of collecting the research issue
from numerous points of views by using appropriate data analysis tools. In the data analysis and
findings chapter the researcher has presented survey and interview with the help of different
statistical tools. Conclusion and recommendation has presented the overall finding of research.

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1.9 Summary:
After analysing the entire research paper, it can be summarized by amalgamating various
opinions that with the dynamic growth of advanced technology, the business experts aim to
expand their business process in various geographical boundaries. Being a recognizable
supermarket ecommerce chain, this particular organization is yet to have popular social media
presence for drawing the attention of international customers (Dinner et al. 2014). Providing
superior quality of products as well as services is not the only method of gaining business image
and reputation. The business experts need to give proper attention in achieving international
image as well. In comparison to its competitors, Amazon is yet to have remarkable social media
presence. As a result, the entire ecommerce method is receiving immense market threats to its
competitors.

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Chapter 2: Literature review
Introduction:
The literature review primarily makes in-depth critical evaluation about the identified
research issue. Based on the research objectives the study has evaluated conceptual knowledge
about social media marketing, brand image and identity and comparative analysis between
social media marketing and brand image. Various eminent research scholars have been involved
for analyzing the impact of social media marketing for enhancing the brand image of company.
2.1 Conceptual knowledge about social media marketing:
As per the opinion of Fernie and Sparks (2014), marketing and promotion is one of the
most significant parts of introducing the brand in current market. In order to maintain sustainable
development on business of Amazon, quality of products and services not only leave major
significance. The business experts of Amazon have to create brand image in order to build
customers loyalty. Marketing and promotion is one of the most significant factors with the help
of which brand image and reputation of an organization can be gained. Gaber and Wright (2014)
opined that social media marketing is one kind of promotional and marketing methods where the
business experts tend to use the platforms of social media in order to gain response from the
international customers. In current market scenario, Facebook, Instagram, Youtube are one of the
most popular social media channels, which can introduce the brands in the US market.
In the realm of Global industry, Amazon is one of the most popular supermarket chains
launched ecommerce business in the US market. Chaffey (2016) stated that people from various
geographical backgrounds and attitudes are associated with social media platforms. Belonging to

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different geographical boundaries can get connected to other through various mediums of
platforms. However, most of the ecommerce chains intend to grab social media platform in order
to introduce their brands to the doorstep of US customers. In this kind of situation, the brand can
gain international glory and reputation.
2.2 Overview about brand image and identity
Dahnil et al. (2014) opined that brand image apparently implies the perception of brands
in the mind of consumers. In order to build a well reputation of brands and services the customer
service providers have to face immense challenges in dealing with the customers effectively. In
order to introduce the brand and specifying the product components the business experts have to
use a particular media platform. The primary purpose of using this media platform for Amazon
is to grab the attention to those people who belong to multinational countries. If the people are
aware of brand image, the organization can easily achieve the peak of success. However, this
very specific study is highly effective in evaluating the importance of brand image in enhancing
the reputation and identity of brand. On the other hand, brand identity is the concept, which can
be achieved after receiving the brand image. Felix, Rauschnabel and Hinsch (2017) opined that
in today’s business scenario most of the popular brand of Amazon tends to introduce their
products in social media platform for drawing the customers mind. Customers can get a proper
review of the products before purchasing it. As a result, purchasing behaviour of the customers is
highly influenced on brand identity and image. Balakrishnan, Dahnil and Yi (2014) stated that it
can be thus concluded that brand image and reputation is highly significant in achieving
organizational sustainability. Therefore, social media is one of the most effective platforms for
gaining organizational image and identity.

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2.3 Relationship and comparative analysis between social media marketing and brand
image
Zhu and Chen (2015) opined that social media marketing enables the business experts in
maintaining their promotional activities through social media channels. The realm of social
media is vast and wide where the people of multinational countries can take part. While
introducing a brand the customers do not have to make any physical journey. Leung, Bai and
Stahura (2015) opined that Amazon could gain in-depth overview about the brands and services
by sitting at their own places. However, it is also undeniable that social media promotion can
grab the attention of large number of customers beyond going the regional boundaries.
On the other hand, brand image implies on how the customers perceive about the brand
and its services after or before purchasing products. It is however observed that business experts
have to face immense challenges in occupying their brands image initially. Hudson et al. (2016)
opined that in order to create effective brand awareness the business experts of Amazon have to
make promotional and marketing activities. Tsimonis and Dimitriadis (2014) pointed out that
new promotional activities imply that the customers get the opportunity in getting detailed
overview about the brands and its services. However, social media is one of the most significant
platforms that enable the business experts in enhancing their brand image and identity in global
markets. However, it is however undeniable that social media helps in enhancing brand image
and reputation in different geographical boundaries.
2.4 Impact of social media marketing on brand image
In order to create effective brand image and reputation the role of social media marketing
is undeniable. Ngai, Tao and Moon (2015) opined that social media market is successfully able

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to draw their attention in front of the people belonging to different cultural backgrounds and
attitudes. The organization gets the scope of rendering their product diversification and market
penetration. On the other hand, the business experts of Amazon can upload their upcoming
business plans and activities through social media that enables the organization in achieving
immense brand awareness (Pfeffer, Zorbach and Carley 2014). The purchasing behaviour of the
customers is highly influenced as well. Some of the most eminent scholars have also stated that
social media marketing leaves negative impression in creating brand image and reputation as
well. Hudson et al. (2015) opined that with the help of effective social media marketing, the
business experts can draw the attention of young generation only who are well accustomed in
operating social media or other advanced technology. In this kind of situation, the business
experts have to be restricted within specific target audience. Instead of having innumerable
challenges, it can be stated that social media is the only platform with the help of which brand
can be introduced in global market.
2.5 Effective recommended strategies and policies on how to increase social media
marketing for creating effective brand image
This very specific study has focused to make detailed overview on how effective
strategies and policies can increase social media marketing for creating effective brand image.
In order to enhance the demands of products on social media the business experts need to use
several strategies, which are as follows:
 Use most popular social media platform to introduce the brand:
In current scenario of digital media, marketing the number of social media users is huge
in range. Armstrong et al. (2015) stated that most of the people belonging to Gen Y are using

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social media platforms in order to provide their own opinion regarding the products as well. 88%
young generation uses Facebook as their social media tools. Therefore, the business
organizations like Amazon can introduce their new brands and products by creating their own
Facebook pages. In addition, Youtube is one of the most popular social media platforms where
the business experts can provide their audio-visual presentation in order to promote their brands
in market. In addition, Myspace, Twitter, Instagram are also one of the most popular social
media platforms, which can be used for grabbing the attention of global customers.
 Create audience personas:
In quest of increasing social media marketing, the business experts would have to create
effective audience personas. Atwong (2015) opined that audience would have to be identified
first so that the business managers can decide which kinds of social media posts they should
upload. Based on the geographic, demographic and psychographic backgrounds of the target
customers the business experts of Amazon decided the type of their promotional contents. As a
result, the target customers do not have to face any kind of challenges in getting in-depth
overview about the upcoming brands.
 Gather real world data:
After making social media promotion the business experts have to collect real data on
how the audience is providing their responses. Trainor et al. (2014) opined that if the managers
can get positive response from the customers, the business experts of Amazon intend to keep up
their strategies. On the other hand, if the customers show their negative approaches towards the
brand or its features, the business managers need to gather appropriate data and information
regarding the reasons of their negative response and identify the issue. After identifying the issue

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the managers should change the brand strategy in order to satisfy the customers’ needs and
demands.
 Make audio-visual clips to grab the attention of different kinds of people:
In current market demand, people are not in patience of going through an advertising
content published in social media in their business life schedule. In this kind of situation, the
business managers of ecommerce chains should focus on making audio-visual presentations with
the help of which the viewers would not have to read out the content. Atwong (2015) opined that
Amazon can enjoy the visual illustrations published in social media and their purchasing
behaviour get influenced. Audio-visual presentation is one of the most effective ways for
drawing the attention of people belonging to different language and cultural backgrounds and
attitudes. Audio-visual clips can be reviewed with the span of time.
Theory on social media marketing:
Chaffey’s Theory on social media marketing is primarily constituted with 8 major stages
which include online PR, online partnership, offline communication, social media marketing, opt
in-email, interactive add, offline advertisement and search marketing. Media alerting and
community participation is the most effective way of social media marketing. Word of mouth is
one of the most effective ways of conveying the messages and promoting products. In order to
grab the mind of international customers Amazon can provide display advertisement through
social media channels. In addition, Search Engine Optimization is one of the most effective
ways of drawing the attention of customers.

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Figure: Chaffey’s Theory on Social media
(Source: Atwong 2015)
2.6 Literature gap:
Before identifying the gap in literature review, the study has evaluated the overall
concept of social media marketing. Marketing and promotion is one of the most significant
factors with the help of which brand image and reputation of Amazon can be gained. Social
media marketing is one kind of promotional and marketing methods where the business experts
tend to use the platforms of social media in order to gain response from the international
customers. In order to build a well reputation of brands and services the customer service
providers have to face immense challenges in dealing with the customers effectively.

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Still, the study is not devoid of some of its major limitations. The study has not provided
theatrical approaches on social media marketing based on which critical analysis can be
conducted. On the other hand, it has also been observed that impact of social media marketing
has not been discussed in an elaborated way. The effectiveness of social media in terms of
enhancing brand image has not been portrayed effectively in this study.
2.7 Summary:
After evaluating the entire study it can be concluded that with the dynamic growth of
advanced technology, the business experts aim to expand their business process in various
geographical boundaries. Social media is the only platform, which can connect people of
multinational boundaries together. Therefore, retail business industry at present market scenario
has decided to enhance their business wings beyond going traditional business outfit. After
identifying the research issue, large number of researchers and practitioners has showed their
own concern in evaluating this particular issue as a major concern. In compared to other brands,
the marketing executives of Amazon are taking less initiative to promote their brand through
social media channels. As a result, the business experts are unable to introduce their brands and
services in new media platform. In this kind of situation, people belonging to international
backgrounds and attitudes are unable to get detailed overview about the new brands and services
initiated by the company. On the other hand, it has been observed that the associated employees
are facing difficulties in using advancement of technology. As a result, customers are getting
deprived of receiving effective feedback from them, which ultimately reflects negative impact on
the overall purchasing behaviour of customers.
Conceptual Framework:

Social media marketing
Relationship between social media marketing and brand image
Brand image and identity
Impact of social media marketing on brand image
Strategies to increase social media marketing for creating effective brand image
Enhancement of brand image
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Chapter 3: Methodology:
3.1 Research design:
Research design helps in organizing and planning the data collection method
systematically so that the entire paper can be completed properly (Bernard 2017). Research
design involves the researcher in using appropriate tools with the help of which data is gathered
from different resources (Novikov and Novikov 2013). Research philosophy, research approach
and research design is the systematic tools based on which the entire research paper can be
conducted systematically. Among three major types of research philosophies such as positivism,
realism and interpretivism the study has focused to select positivism research philosophy
(Bryman and Bell 2015). Positivism research philosophy believes in gathering data based on
keen observation with the help of which the researcher has made repeated overview about the
identified research issue. Interpretivism research philosophy enables the researcher in
interpreting data from different point of views. In this study, positivism research philosophy is
selected for analyzing the research issue with keen observation.
Research approach is the systematic procedure of evaluating data and information based
on based on theoretical approaches (Merriam and Tisdell 2015). Deductive and inductive are the
two systematic approaches with the help of which data and information can be gathered. In this
very specific study, the study has focused in evaluating deductive research approach (Mary
Converse 2012). Deductive research approach helps the business experts in evaluating data and
information based on the exiting theories already discussed in the literature review chapter
(Smith 2015).

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Exploratory, explanatory and analytical research design evaluates the purpose of research. In
exploratory design, the researcher has to focus on explore new data that has not yet been
invented. With the help of explanatory research design the researcher tends to explain collected
information without making any analytical evaluation. In this very specific study, Analytical
research played one of the most significant roles with the help of which the business experts have
described the identified research issue from different point of views without making any data
manipulation (Terrell 2012).
Research strategy:
Amongst different types of research strategies, the importance of case study, survey and
experimental strategies are most prominent. However, in this very specific study the researcher
has used survey as their most significant strategy. With the help of conducting effective survey,
the researcher could participate with the respondents directly and receive their immediate
feedback.
3.2 Data collection:
Data collection is the systematic procedure of gathering appropriate data from numerous
resources (Etikan, Musa and Alkassim 2016). Data collection procedure is of two major types,
which include primary source of data collection and secondary source of data collection. In
primary source of data collection procedure the researcher has to focus on evaluating collected
data from respondents directly (Coleman 2013). On the other hand, in secondary source of data
collection procedure data is collected from various books, journals, magazines, newspapers and
so on.

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In this very specific study, the study would like to follow both primary as well as
secondary form of data resources (Håkansson 2013). In order to gather appropriate information
based on the impact of social media marketing on brand image, especially on the case study of
Amazon, the study has focused to make both primary and secondary data collection technique
(Levy and Lemeshow 2013). Total 100 customers of Amazon have been surveyed for collecting
appropriate information. On the other hand, 3 supervisors associated with the Amazon business
operations have also been involved. In case of gathering data the study has focused to make
thematic analysis for completing the study successfully.
3.3 Data analysis:
Data analysis is the systematic procedure of evaluating the collecting information by
using different statistical tools (Zikmund et al. 2013). In order to analyze primary data the
researcher has used statistical tools in liker chart (van Wyk 2012). With the help of central
tendency format the study has been analyzed from different point of views. In order to make
qualitative data analysis the study has focused to involve three supervisors associated with
Amazon. They have focused to express their own point of view on how they have to face
innumerable challenges in gaining social media popularity of their brands and services (Tracy
2012). Semi-structured interview has been formed with the help of which questions have been
formed instantly. In order to make an effective thematic analysis the study has focused to make
effective evaluation about the impact of social media marketing on brand image based on the
case study of Amazon.

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3.4 Sampling technique:
Sampling technique is the process of evaluating gathered data from specific group of
people amidst large population. In this study, non-probability sampling technique is used. Non-
probability sampling technique enables the customers in gathering information from specific
group of people (Collis and Hussey 2013). Non-probability sampling technique involves those
participants who are directly associated with the research issue. Total 100 sampling size is
collected with the help of which customers from Amazon have been involved in acquiring data
from different point of views.
3.5 Ethical Consideration
While conducting the entire research the researcher has to be ethical along with proper
values and beliefs. Ethical consideration believes that the respondents should be involved from
different cultural and racial backgrounds and attitudes (Collis and Hussey 2013). The
respondents should not be discriminated as per their cultural and racial backgrounds. At the same
time, data protection act should be strictly maintained at the time of maintaining researchers.
Without maintaining data confidentiality, the researcher would not be able to complete the entire
research paper successfully (Wahyuni 2012). In addition, while collecting data from respondents
the researcher should maintain gender equality act.
3.6 Time-frame:
This particular time-frame implies on how the entire research plan is conducted with the
help of systematic time schedule.
Main activities/ stages 1st-2nd 3rd- 4th 5th- 6th 7th-8th 9th- 10th 11th- 12th

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Week Week Week Week Week Week
Topic Selection
Data collection from secondary
sources
Framing layout of the research
Literature review
Formation of the research Plan
Selection of the Appropriate
Research Techniques
Primary data collection
Analysis & Interpretation of
Data Collection
Conclusion of the Study
Formation of Rough Draft
Submission of Final Work
Table: Time-frame of the research plan
(Source: As Created by the Author)
3.7 Summary:
After evaluating the entire study, it can be summarized that research design involves the
researcher in using appropriate tools with the help of which data is gathered from different
resources. Research philosophy, research approach and research design is the systematic tools
based on which the entire research paper can be conducted systematically (Leung 2015).
Deductive research approach helps the business experts in evaluating data and information based

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on the exiting theories already discussed in the literature review chapter. In primary source of
data collection procedure the researcher has to focus on evaluating collected data from
respondents directly. On the other hand, in secondary source of data collection procedure data is
collected from various books, journals, magazines, newspapers and so on.
In case of gathering data the study has focused to make thematic analysis for completing
the study successfully (Ormston et al. 2014). With the help of central tendency format the study
has been analyzed from different point of views. In order to make qualitative data analysis the
study has focused to involve three supervisors associated with Amazon. In this study, non-
probability sampling technique is used (McCusker and Gunaydin 2015). Non-probability
sampling technique enables the customers in gathering information from specific group of
people.

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Chapter 4: Data analysis and findings:
4.1 Quantitative questionnaires:
Question 1: What is you gender?
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Male 50 50.0 50.0 50.0
Female 50 50.0 50.0 100.0
Total 100 100.0 100.0
Table: Number of respondents as per gender
(Source: As Created by the author)

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No of respondents Total respondents
50
100
50
100
Chart Title
Male Female
Figure: Number of respondents as per gender
(Source: As Created by the author)
Analysis:
From the response of participants, it has been observed that the researcher has maintained
gender equality while collecting data and information. Both male and female participants have
taken part in data analysis part. On the other hand, it has also been observed that the researcher
by choosing equal number of respondents from male and female has maintained anti-
discrimination act as well.
Question 2: What is your age group?
Age
Frequency Percent Valid Percent Cumulative Percent

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Valid Less than
25years
30 30.0 30.0 30.0
25-30
years
40 40.0 40.0 70.0
31-40
years
19 19.0 19.0 89.0
41 and
above
11 11.0 11.0 100.0
Total 100 100.0 100.0
Table: Number of respondents as per age group
(Source: As Created by the author)
30%
40%
19%
11%
No of respondents
Less than 25 years
25-30 Years
31- 40 Years
Above 41 years
Figure: Number of respondents as per age group

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(Source: As Created by the author)
Analysis:
While evaluating the age group of the participants it has been observed that 40%
participants are in between 25 to 30 years. 30% participants are in the age group of less 25.
Therefore, people who have participated within the data collection part are very much matured
and skilful.

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Question 3: How far do you agree that social media marketing enhances brand image of
Amazon?
social media marketing enhances brand image
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly
agree
40 40.0 40.0 40.0
Agree 45 45.0 45.0 85.0
Neutral 7 7.0 7.0 92.0
Disagree 2 2.0 2.0 94.0
Strongly
disagree
6 6.0 6.0 100.0
Total 100 100.0 100.0
Table: Number of respondents who agree that social media marketing enhances brand
image of Amazon
(Source: As Created by the author)

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BUSINESS RESEARCH METHODS
39%
44%
7%
2% 8%
No of respondents
Strongly Agree Agree Neutral
Disagree Strongly Disagree
Figure: Number of respondents who agree that social media marketing enhances brand
image of Amazon
(Source: As Created by the author)
Analysis:
The major concern of this particular question is to know whether social media marketing
enhances brand image of Amazon. After collecting response from the Amazon customers it is
observed that 44% customers have agreed and 39% of the customers have strongly agree the fact
that social media marketing enhances brand image.

32
BUSINESS RESEARCH METHODS
Question 4: How far do you agree that business experts of Amazon have to face immense
challenges in gaining social media popularity?
business experts face immense challenges in gaining social media popularity
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly
agree
40 40.0 40.0 40.0
Agree 45 45.0 45.0 85.0
Neutral 7 7.0 7.0 92.0
Disagree 6 6.0 6.0 98.0
Strongly
disagree
2 2.0 2.0 100.0
Total 100 100.0 100.0
Table: Number of respondents who agree that business experts of Amazon have to face
immense challenges in gaining social media popularity
(Source: As Created by the author)

33
BUSINESS RESEARCH METHODS
40%
45%
7% 6%
2%
No of respondents
Strongly Agree Agree Neutral
Disagree Strongly Disagree
Figure: Number of respondents who agree that business experts of Amazon have to face
immense challenges in gaining social media popularity
(Source: As Created by the author)
Analysis:
The primary concern of this particular question is to know whether business experts of
Amazon have to face immense challenges in gaining social media popularity. After collecting
response from the Amazon customers it is observed that 45% customers have agreed and 40% of
the customers have strongly agree the fact that business experts of Amazon have to face
immense challenges in gaining social media popularity.

34
BUSINESS RESEARCH METHODS
Question 5: How far do you agree that social media is one of the most significant platforms
for creating brand awareness of Amazon?
social media is one of the most significant platforms for creating brand awareness
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly
agree
39 39.0 39.0 39.0
Agree 44 44.0 44.0 83.0
Neutral 7 7.0 7.0 90.0
Disagree 8 8.0 8.0 98.0
Strongly
disagree
2 2.0 2.0 100.0
Total 100 100.0 100.0
Table: Number of respondents who agree that social media is one of the most significant
platforms for creating brand awareness of Amazon
(Source: As Created by the author)

35
BUSINESS RESEARCH METHODS
39%
44%
7% 8%2%
No of respondents
Strongly Agree Agree Neutral
Disagree Strongly Disagree
Figure: Number of respondents who agree that social media is one of the most significant
platforms for creating brand awareness of Amazon
(Source: As Created by the author)
Analysis:
The most important concern of this particular question is to know whether social media is
one of the most significant platforms for creating brand awareness of Amazon. After collecting
response from the Amazon customers it is observed that 44% customers have agreed and 39% of
the customers have strongly agree the fact that social media is one of the most significant
platforms for creating brand awareness of Amazon.

36
BUSINESS RESEARCH METHODS
Question 6: How far do you agree that Amazon needs to be more strategic in gaining their
business image in social media platform?
Amazon needs to be more strategic in gaining their business image in social media
platform?
Frequency Percent Valid Percent Cumulative Percent
Valid 1 40 40.0 40.0 40.0
2 43 43.0 43.0 83.0
3 8 8.0 8.0 91.0
4 7 7.0 7.0 98.0
5 2 2.0 2.0 100.0
Total 100 100.0 100.0
Table: Number of respondents who agree that Amazon needs to be more strategic in
gaining their business image in social media platform
(Source: As Created by the author)

37
BUSINESS RESEARCH METHODS
40%
43%
8% 7%2%
No of respondents
Strongly Agree Agree Neutral
Disagree Strongly Disagree
Figure: Number of respondents who agree that Amazon needs to be more strategic in
gaining their business image in social media platform
(Source: As Created by the author)
Analysis:
The primary concern of this particular question is to know whether Amazon needs to be
more strategic in gaining their business image in social media platform. After collecting
response from the Amazon customers it is observed that 43% customers have agreed and 40% of
the customers have strongly agree the fact that Amazon needs to be more strategic in gaining
their business image in social media platform.

38
BUSINESS RESEARCH METHODS
Question 7: How far do you agree that customers are getting deprived of receiving effective
response from social media pages?
customers are getting deprived of receiving effective response from social media pages
Frequency Percent Valid Percent Cumulative Percent
Valid 1 39 39.0 39.0 39.0
2 44 44.0 44.0 83.0
3 2 2.0 2.0 85.0
4 8 8.0 8.0 93.0
5 7 7.0 7.0 100.0
Total 100 100.0 100.0
Table: Number of respondents who agree that customers are getting deprived of receiving
effective response from social media pages
(Source: As Created by the author)

39
BUSINESS RESEARCH METHODS
39%
44%
2%
8% 7%
No of respondents
Strongly Agree Agree Neutral
Disagree Strongly Disagree
Figure: Number of respondents who agree that customers are getting deprived of receiving
effective response from social media pages
(Source: As Created by the author)
Analysis:
The primary concern of this particular question is to know whether customers are getting
deprived of receiving effective response from social media pages. After collecting response
from the Amazon customers it is observed that 44% customers have agreed and 39% of the
customers have strongly agree the fact that customers are getting deprived of receiving effective
response from social media pages.

40
BUSINESS RESEARCH METHODS
Question 8: How far do you agree that social media and brand image are inseparably
related to each other?
Social media and brand image are inseparably related to each other?
Frequency Percent Valid Percent Cumulative Percent
Valid 1 44 44.0 44.0 44.0
2 39 39.0 39.0 83.0
3 8 8.0 8.0 91.0
4 7 7.0 7.0 98.0
5 2 2.0 2.0 100.0
Total 100 100.0 100.0
Table: Number of respondents who agree that social media and brand image are
inseparably related to each other
(Source: As Created by the author)

41
BUSINESS RESEARCH METHODS
44%
39%
8% 7%2%
No of respondents
Strongly Agree Agree Neutral
Disagree Strongly Disagree
Figure: Number of respondents who agree that social media and brand image are
inseparably related to each other
(Source: As Created by the author)
Analysis:
The concern of this particular question is to know whether social media and brand image
are inseparably related to each other. After collecting response from the Amazon customers it is
observed that 39% customers have agreed and 44% of the customers have strongly agree the fact
that social media and brand image are inseparably related to each other.

42
BUSINESS RESEARCH METHODS
Descriptive Statistics
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Gender 100 1 2 1.50 .503
Age 100 1 4 2.11 .963
social media marketing
enhances brand image
100 1 5 1.89 1.043
business experts face
immense challenges in
gaining social media
popularity
100 1 5 1.85 .936
social media is one of the
most significant platforms
for creating brand awareness
100 1 5 1.90 .980
Amazon needs to be more
strategic in gaining their
business image in social
media platform?
100 1 5 1.88 .967

43
BUSINESS RESEARCH METHODS
customers are getting
deprived of receiving
effective response from
social media pages
100 1 5 2.00 1.172
social media and brand
image are inseparably
related to each other?
100 1 5 1.84 .982
Valid N (listwise) 100
Table: Descriptive Statistics
(Source: As created by author)

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BUSINESS RESEARCH METHODS
Correlation
Correlations
social
media
marketin
g
enhances
brand
image
business
experts
face
immense
challenges
in gaining
social
media
popularit
y
social
media is
one of the
most
significant
platforms
for
creating
brand
awareness
Amazon
needs to
be more
strategic
in gaining
their
business
image in
social
media
platform
?
customer
s are
getting
deprived
of
receiving
effective
response
from
social
media
pages
social
media and
brand
image are
inseparabl
y related to
each other?
social media
marketing
enhances
brand image
Pearson
Correlation
1 .448** .384** .477** .644** .673**
Sig. (2-
tailed)
.000 .000 .000 .000 .000
N 100 100 100 100 100 100

45
BUSINESS RESEARCH METHODS
business
experts face
immense
challenges in
gaining social
media
popularity
Pearson
Correlation
.448** 1 .490** .571** .424** .446**
Sig. (2-
tailed)
.000 .000 .000 .000 .000
N 100 100 100 100 100 100
social media is
one of the most
significant
platforms for
creating brand
awareness
Pearson
Correlation
.384** .490** 1 .563** .343** .277**
Sig. (2-
tailed)
.000 .000 .000 .000 .005
N 100 100 100 100 100 100
Amazon needs
to be more
strategic in
gaining their
business image
in social media
platform?
Pearson
Correlation
.477** .571** .563** 1 .419** .309**
Sig. (2-
tailed)
.000 .000 .000 .000 .002
N 100 100 100 100 100 100

46
BUSINESS RESEARCH METHODS
customers are
getting
deprived of
receiving
effective
response from
social media
pages
Pearson
Correlation
.644** .424** .343** .419** 1 .685**
Sig. (2-
tailed)
.000 .000 .000 .000 .000
N 100 100 100 100 100 100
social media
and brand
image are
inseparably
related to each
other?
Pearson
Correlation
.673** .446** .277** .309** .685** 1
Sig. (2-
tailed)
.000 .000 .005 .002 .000
N 100 100 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
Table: Correlation matrix
(Source: As created by author)
The above matrix shows the Pearson’s correlation between the elements taken in the
research. The study has shown moderate correlation between the variables where the values
from 0.4 to 0.6. The values are significant at confidence of 0.01 and the two tailed test shows that

47
BUSINESS RESEARCH METHODS
the direction of relationship is both ways in all the cases. This means that all the factors are
moderately dependent on the other factor which shows that social media marketing highly
impacts the image of the brand. The research also shows that social media platform is one of the
most important platform for penetrating into the market and increasing the awareness of the
brand among the general population. Earlier literature has explained that social media marketing
has more reach in the market and the results are no different where it can be seen that social
media is one of the significant platform for increasing the awareness of the brand.
4.2 Qualitative questionnaires: (transcript of the appendix is attached in the appendix)
Set of questions Respondent Manager
1
Respondent Manager
2
Respondent Manager
3
Do you think social
media platforms play
significant role in
influencing the
purchasing behaviour of
the customers
In this very specific
question, one of the
most senior managers of
marketing department
has opined that The
realm of social media is
vast and wide where the
people of multinational
countries can take part.
While introducing a
brand the customers do
not have to make any
physical journey. They
can gain in-depth
Another supervisor of
marketing department
Social media market is
successfully able to
draw their attention in
front of the people
belonging to different
cultural backgrounds
and attitudes. The
organization gets the
scope of rendering their
product diversification
and market penetration.
The operation manager
has stated that The
purchasing behaviour of
the customers is highly
influenced as well.
Some of the most
eminent scholars have
also stated that social
media marketing leaves
negative impression in
creating brand image
and reputation as well.

48
BUSINESS RESEARCH METHODS
overview about the
brands and services by
sitting at their own
places.
What are the challenges
you have to face in
gaining social media
popularity of Amazon
The employees
associated with the
operations are not very
accustomed with
advanced technology. In
this situation they have
to face immense barrier
in operating new media
platform and analyzing
the customers’ needs
and demands.
In order to make the
marketing and
promotional activities
through social media
platforms the business
experts have to face
immense challenges in
drawing the attention of
middle aged customers.
Social media is effective
enough for young
generation only.
Economic barrier is also
a major challenges for
implementing social
media marketing and
gaining popularity in
social media for
Amazon.
What should be the
strategies to gain more
social media awareness
of you brand
In Order to increase
social media marketing,
the business experts
would have to create
effective audience
personas. Audience
would have to be
identified first so that
The manager has opined
that the business
managers of ecommerce
chains should focus on
making audio-visual
presentations with the
help of which the
viewers would not have
The manager has stated
that if the managers can
get positive response
from the customers, the
business experts intend
to keep up their
strategies. On the other
hand, if the customers

49
BUSINESS RESEARCH METHODS
the business managers
can decide which kinds
of social media posts
they should upload.
to read out the content. show their negative
approaches towards the
brand or its features, the
business managers need
to gather appropriate
data and information
regarding the reasons of
their negative response
and identify the issue.
4.3 Secondary data analysis:
In order to make an effective secondary data analysis the study has focused to make three
key themes based on social media marketing and brand image. The themes have been critically
evaluated by involving the opinion of eminent scholars.
 Role of social media marketing in rendering brand image:
While evaluating the role of social media marketing () has commented that marketers use
social media platform for introducing their brands in front of global customers in quest of
business expansion. It has been observed that social media users in current Business World in the
market of US are high in range.

50
BUSINESS RESEARCH METHODS
Figure: Most popular social networking sites
Source:
Facebook and Instagram is the most popular social media networks which can be used in
introducing the new products towards internal customers. Automatically people would be able to
get detailed overview about the components of brand materials and their purchasing behaviour
will be automatically influenced.
 Challenges in implementing effective social media marketing in business:
Among most of the effective challenges faced by the business experts, economic
challenge is one of the most significant factors due to which they do not use social media
channels in promoting their products and services. It is however undeniable that the employees
associated with the operations are not very accustomed with advanced technology. In this
situation they have to face immense barrier in operating new media platform and analyzing the
customers’ needs and demands.
 Strategies to be implemented in social media marketing

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BUSINESS RESEARCH METHODS
In order to implement effective social media marketing the business experts can follow
some of the most effective strategies. If the managers can get positive response from the
customers, the business experts intend to keep up their strategies. On the other hand, if the
customers show their negative approaches towards the brand or its features, the business
managers need to gather appropriate data and information regarding the reasons of their negative
response and identify the issue. In current market demand, people are not in patience of going
through an advertising content published in social media in their business life schedule. They can
enjoy the visual illustrations published in social media and their purchasing behaviour get
influenced.

52
BUSINESS RESEARCH METHODS
Chapter 5: Conclusion and recommendation
5. 1 Conclusion:
The conclusion chapter has ultimately provided overall findings of the entire research
paper which are as follows:
 It can be found that being a recognizable supermarket ecommerce chain, Amazon is yet to
have popular social media presence for drawing the attention of international customers. As
a result, the business experts are facing immense challenges in making brand image and
identity. As a result, the business experts are unable to introduce their brands and services in
new media platform. In today’s business scenario, large number of business experts tends to
use various social media tools with the help of which they can collect response of customers.
Buffer and Sprout Social are the several effective social media tools with the help of which
the business experts intend to gather necessary responses from the target customers.
 While evaluating the relationship between brand image and social media market it can be
stated that new promotional activities imply that the customers get the opportunity in getting
detailed overview about the brands and its services. However, social media is one of the most
significant platforms that enable the business experts of Amazon in enhancing their brand
image and identity in global markets.
 While explaining impact of social media marketing on brand image the study has evaluated
that with the help of effective social media marketing, the business experts can draw the
attention of young generation only who are well accustomed in operating social media or
other advanced technology. In this kind of situation, the business experts have to be restricted

53
BUSINESS RESEARCH METHODS
within specific target audience. As a major recommendation, the study has suggested to
provide proper training to the employees with the help of which employees can gain
technological competency.
It can be therefore concluded that based on the geographic, demographic and
psychographic backgrounds of the target customers the business experts of Amazon decided
the type of their promotional contents. As a result, the target customers of Amazon do not
have to face any kind of challenges in getting in-depth overview about the upcoming brands.
Audio-visual presentation is one of the most effective ways for drawing the attention of
people belonging to different language and cultural backgrounds and attitudes. Audio-visual
clips can be reviewed with the span of time. Research philosophy, research approach and
research design is the systematic tools based on which the entire research paper can be
conducted systematically.
5.2 Objective linking:
Objective 1: To explore the conceptual knowledge regarding social media marketing
This particular objective has been linked with 2.1 of literature review where the study has
focused to give detailed overview on conceptual knowledge about social media marketing.
Objective 2: To discover the meaning and concept of the brand image
This particular objective has been linked with 2.2 of literature review where the study has
focused to give detailed overview on brand image and its necessary aspects in business field.
Objective 3: To address the relationship between social media marketing and brand image

54
BUSINESS RESEARCH METHODS
This particular objective has been linked with 2.3 of literature review where the study has
focused to discuss on how social media marketing leaves major impact on brand image.
Objective 4: To critically evaluate the impact of social media marketing on brand image
This particular objective has been linked with 2.4 of literature review where the study has
focused to analyze the impact of social media marketing in creating brand image and reputation.
Objective 5: To critically analyze the factors that affect in conducting effective social media
marketing in creating brand awareness
This particular objective has been linked with thematic analysis of secondary data
collection process where the study has focused to give detailed overview on which factors
prevent in maintaining effective social media marketing.
Objective 6: To recommend the strategies catering to the positive and negative impact caused to
the brand image
This particular objective has been linked with 2.5 of literature review where the study has
focused to give detailed overview about the recommended strategies and policies on how to
increase social media marketing for creating effective brand image.
5.3 Recommendations:
After evaluating the entire study it has been found that social media plays a major role in
enhancing the popularity of brands. After making in-depth analysis about the study some of the
recommendations have been provided.
 Providing effective training to the employees on enhancing technological skills:

55
BUSINESS RESEARCH METHODS
It is recommended that the study needs to focus on analyzing the challenges that Amazon
may have to face in using media platforms. The employees who are not well accustomed in using
advanced technology can be given proper training and development session so that they can gain
technological competency. In addition, the impact of social media should be described in more
critical and elaborative ways. Lastly, the business experts of Amazon need to receive effective
training and development session with the help of which they can operate the advancement of
technologies
5.4 Future scope of the study:
As a future scope of the study, the researcher would have to focus on three major areas
based on which further research work can be improved more. While choosing research objective
the researcher would have to be more specific so that the paper can meet a particular goal. In the
part of research methodology, the researcher would have to choose post positivism research
philosophy instead of choosing positivism. In addition, in the entire research schedule the
researcher has conducted the entire plan of research in a hectic way. Therefore, the time-frame of
the researcher could have been expanded more for collecting sufficient number of data and
information.

56
BUSINESS RESEARCH METHODS
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