Impact of Social Media on Business Performance

CW3- Research Methods

Table of Contents
Abstract......................................................................................................................................3
INTRODUCTION......................................................................................................................3
Literature review....................................................................................................................4
Methodology..........................................................................................................................5
Results....................................................................................................................................5
Discussion............................................................................................................................10
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................12
Appendix..................................................................................................................................13
Tables.......................................................................................................................................14

Topic: “Impact of social media upon business performance”
Abstract
The current study is based upon the Marks and Spencer who also uses social media as
a commercialism means. That is why, through the report, study aid to examine how social
media influence the company's performance and grab attention of other customers. such that
it help to create brand awareness, increase sales and profit, while negative comment affect the
business brand reputation. Study is based upon quantitative study and from the primary
research it is analyzed that majority of respondents are agree that using social media as a
marketing tool affect the business brand image.
INTRODUCTION
In this modern era, every company uses the digital technology in its business in order
to attract range of public. Similarly, actual report is also main purpose is to enhance the
knowledge of digital marketing tool i.e. social media and its impact upon the enterprise
action. Further, through the study, researcher explore the importance of social media and its
benefits or loopholes within a business.
Rationale: The rationale behind selection of this study is such that it will assist the
investigator to determine the impact of social media upon business performance and, enhance
the knowledge with regards to the same. Also, another research for choosing the study is may
be researcher have their own interest to conduct the study and this in turn provide an
opportunity to learn new things related to social media.
Aim: “To investigate the impact of social media upon the business performance within retail
industry: A study on Marks and Spencer”
Research questions:
 What is the concept of social media as a commercialism means?
 What are the positive and negative impact of using social media in Marks and
Spencer?
 What are the challenges did company face to adopt social media as a marketing tool?

Literature review
In accordance with Agnihotri and et.al., (2017) social media is one of the best
marketing tool that communicate the interaction among people in order to promote the
business products at further level of success. Also, this marketing tool mainly focus on
communication and with the help of effective message and content, it grab attention of many
customers towards it.
In the study of Corrada, Flecha and Lopez, (2020) social media marketing has a
affirmative striking upon business such that it reaches to target audience and also edict
occupied with them in order to react their question speedy. Hence, it can be stated that social
media provide a best platform to the companies to attract customers and consider important
mode to measure contention by observing the social media pages (Positive impact of using
social media upon business, 2019). In addition to this, the approach is considered one of the
cost effectual mode and that is why, it will help to meet the define aim also leads to satisfy
the need of customers as well. Hence, this marketing tool improve the brand loyalty and more
inbound traffic as compared to other traditional methods. On the other side, it is also critically
evaluate by Diba, Vella and Abratt, (2019) that if company completely rely upon the social
media, then it affect the brand image of company such that negative reviews from customers
cause damage, as it provide a platform to customers where they interact with other and share
their views. Thus, a singly negative comment leads to damage the brand image of a company.
Itani, Agnihotri and Dingus (2017) stated that it is not easy for the company to remove their
mistake from the social media. As a dissatisfied customers and unhappy employees are free
to criticize the company and this affect the marque icon of the firm in perverse way.
Overall, from the auxiliary investigation it can be stated that social media is the
biggest need and most common marketing tool which every company uses in because it helps
to increase the brand awareness, improve search engines rankings and high conversion rates.
Also, it assists to improve brand loyalty and better customer satisfaction as well. Lin and
et.al., (2020) share their opinion that it is not easy to use social media because for that
company needs special IT employees who actually solve any query. Also, measuring social
media ROI is not easy for the company because it requires high skills employees and SEO.
On the other side, Siddiqui and Singh, (2016) stated that having a humanistic relationship
with the audience and take follow-up from them is not easy for the company because it
increases the cost of Human resource and affect the financial position of the business as well.