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

1
BUSINESS RESEARCH METHODS
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.

2
BUSINESS RESEARCH METHODS
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.

3
BUSINESS RESEARCH METHODS
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

4
BUSINESS RESEARCH METHODS
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

5
BUSINESS RESEARCH METHODS
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.

6
BUSINESS RESEARCH METHODS
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?

7
BUSINESS RESEARCH METHODS
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