Social Networking Practices in Iceland Food Retail

This assignment analyzes the advantages and disadvantages of social networking practices in business using a case study of Iceland Food Retail. It involves collecting primary and secondary data to examine challenges related to privacy, negative feedback, trademark and copyright issues. The findings are then analyzed and evaluated in relation to existing literature, highlighting both practical implications and areas for further research.

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Author Note

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Executive Summary -
The research is performed on the advantages and disadvantages of social networking
practices in business. The major purpose of the report is to examine the advantages and
disadvantages in incorporating social networking in business. Social networking practices in
business are a broad area of discussion; thereby, to avoid vague outcome from the research,
business operation of Iceland Food Retail Limited has been considered in the analysis. The
research aims to investigate the potential advantages and disadvantages of social networking
practices in business. The introductory chapter of the research introduces the concept of
social networking practices; particularly about how it is implemented in businesses. In order
to derive a proper understanding about the facts and findings in existing studies, a detailed
review of literature has been performed. The findings of the review implies that social
networking are emerging practices and it enables businesses to extend their operation, reach
the wide market and better understand the customers and their purchasing behaviours.
However, the review also provides the fact as social media is free and open platforms,
maintaining a healthy public image in terms of brand, products and services could be
challenging, as negative feedbacks are welcome in social media. Likewise, there are several
contradictory facts such as security, privacy, trademark and copyright issues related to social
networking practices have been found in the existing papers. Nonetheless, despite the fact
that social networking practices are new in nature and a developing field, studies have only
paid attention to traditional issues such as security and negative feedbacks. The major issue
is, even though social networking practices are providing significant businesses opportunities,
the businesses are not much concerned about obstacles involved in the process. SMEs are
following the trends of social networking practices but they have weak remedies of the
challenges. To perform the analysis, both primary and secondary data collection methods
have been applied to the study. The secondary data has been collected from books, peer-

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review journal articles, newsletter of some particular organization. To perform the analysis of
primary data, both qualitative and quantitative data collection techniques have been applied
to the study. Qualitative data has been collected by performing an interview among the
managers and supervisors of Iceland Foot Retail Limited, while the quantitative data has been
collected by conducting a survey among the customersof Iceland Foot Retail Limited. In
order to select the participants for collecting the primary data, random probability sampling
and non-probability convenient sample method. The sample size for survey is 40 customers
and 5 managers for interview. The findings indicate that even though Iceland Food Retail
has effectively adopted the social networking practices in business but it is not able to
properly manage its social networking pages. However, the issues found in the literature such
as privacy and negative feedbacks are minor in the case of Iceland Food Retail but business
faces the issues of creating a clear advertising message, regular maintenance, etc. Thus, the
business has been suggested to use social media channels in a way that it can improve the
brand awareness, website traffic and search engine ranking. Emphasis on these three areas
may help to gain new customers.

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Table of Content
1. Introduction............................................................................................................................6
2. Background to the Research (Literature Review)..................................................................7
2.1 Social Networking in Businesses.....................................................................................7
2.2 Major advantages and disadvantages of social networking in business..........................9
2.3 Gap analysis.......................................................................................................................15
3. Research Aim/Objectives.....................................................................................................16
4. Research Methodology.........................................................................................................17
4.1 Data collection methods.................................................................................................17
4.1.1 Secondary Data collection method..........................................................................17
4.1.2 Primary data collection methods.............................................................................18
4.2 Data Analysis.................................................................................................................19
4.2.1 Qualitative data analysis.........................................................................................19
4.2.2 Quantitative Data Analysis.....................................................................................19
4.3 Sampling methods..........................................................................................................19
4.4 Research Limitations......................................................................................................20
5.0 Findings, Analysis and Discussion....................................................................................21
5.1 Quantitative questions....................................................................................................21
5.2 Correlation......................................................................................................................37
5.3 Qualitative questions......................................................................................................38
5.4 Discussion......................................................................................................................41
6.0 Conclusion..........................................................................................................................44
6.1 Recommendation............................................................................................................46
References................................................................................................................................48
Reflective Statement................................................................................................................52
Contextualization Statement....................................................................................................54

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Topic- Advantages and Disadvantages of social networks practices in business- A case
Study of Iceland Food Retail
1. Introduction
This report provides an intensive analysis of advantages and disadvantages of social
networking in businesses. The major purpose of the report is to examine potential advantages
and drawbacks associated with social networking in today’s modern businesses. So, the
research has been performed on Iceland Food Retail which has incorporated social
networking into its businesses. The research particularly focuses on the emergence of social
networking, how social networking has been incorporated into businesses, the profits
businesses gains from social networking, the challenges that business faces during the
operation due to social networking.
Social networking has fundamentally changed the way businesses interact with the
consumers. As social media has incorporated several functions and reaching capability, it
made many changes in the ways businesses communicate with their existing and potential
clients. The social networking particularly has changed the business landscape for both
organizations and the business landscape which have incorporated them and for those who
did not. According to Turban et al. (2017), social networking fins it easy to learn what is
significant to customers due to deliberate and planned approach in the era of empowered
customers. Business which incorporates social networking platforms as the core part of their
strategy better understand that social networking environments should not be used push out
promotional activities but should be used to develop a collaborative communication with the
clients, employees and other prospects to obtain significant understanding and sustainable
relationship.

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However, even though, it is undeniable that social media provides optimal opportunities to
develop, shape and expand businesses but not all the time social networking provides the
same. This means there can be several disadvantages such as inclusion of resources, negative
feedbacks, ineffective uses and many more. Many studies have been performed on the
incorporation or adoption of social networking but most of the studies are unclear about
challenges and drawbacks associated with social networking (Men and Tsai 2014). Thus, it
is necessary to perform a research on this context, which would help to identify the specific
advantages and disadvantages associated with social networking when adopting to
businesses. This research may prove to be effective for the emerging businesses, especially of
those adopting social networking in the recent time or the large corporations that are in the
process of expanding their operation in the global markets through social networking. Even
though, the research is performed on Iceland Food Retail but the findings provide many ideas
that in general helps other business to lead with respect to the use of social networking.
2. Background to the Research (Literature Review)
2.1 Social Networking in Businesses
Kasavana, Nusair and Teodosic (2010) performed a study on the effect of social
networking in today’s modern businesses and discovered that organizations that have
incorporated a strategic approach when using social media holds the capability of gaining
competitive advantages. Thereby, the businesses with such strategy can get customer
information using social networking sites faster than the business with a traditional model.
According to the author, the organizations can develop business models which are flexible to
use and deal with the customer change in real-time using the cloud service. Baltar and Brunet
(2012) performed a research and mentioned that organizations can achieve better outcome
and greater scale of satisfaction if and when they apply more comprehensive approaches to
the incorporation of social media with a single point solution. This should be

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incorporatedintoseveralelements of the business. When it comes to using social media, Smith
and Zook (2011) mentioned that organizations may use it a resource to collect data, a
platform of building relationship and also the platforms for sales and development of
services. On the basis of this findings, it can be added that a comprehensive approach to
social networking enable organizations to make a link between their effective traditional
technique and effective social networking to reach the customer satisfaction goals (Madera
2012).
However, Shih (2011) argued that maintaining or developing substantial endeavour
and time should be there to build an interactive social media networking environment. Thus,
an organization might have to deal with a significant marketing factor, if it is facing the
challenge of limited resources. Another study performed by Cook (2017), mentioned that
users in social media have made a significant use of platforms, as they can share and post
whatever they want; for example a happy customer can share a glowing review with wide but
an unsatisfied customer can use the opportunity to share negative reviews about the brand or
the organization. Picazo-Vela et al. (2012) argued that negative reviews could come from the
internal environment of the business, for example, when dissatisfied employees share their
concerns, they may use the medium to tarnish the brand image of the organization. According
to the author, such negative reviews could present a bad impression to the public and it can
also damage the potential client base.
A study carried out on the implementation of social networking in businesses by
Leonardi, Huysman and Steinfield (2013), mention the fact that people can share whatever
they want on social media without a proper or depth understanding. According to the author,
such poor though of post can create negative consequence for an organization with a large
number of audience. So, here the mistakes hardly go unobserved. The study provided the
example that social media controllers of Digino Pizza have observed the hashtag

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“#whyIsayed” was trending on social networking site like Twitter and they used the trend by
adding “#whyIstayed You Had Pizza”(Diginos.com 2018). This is ideal statement used for
conventional promotion but when thinking deeply, the hashtag is used to describe the reasons
behind why the victims of domestic violence stay in an abusive relationship. Therefore,
audience from different regional environments threw their negative remarks for such way of
posting. Particularly, people have considered it that organization was having the fun in the
pain of others. Audiences have strongly criticized the brand for inadequate information and
carelessness when using a global media (Moqbel, Nevo and Kock 2013).
Gronum, Verreynne and Kastelle (2012) mentioned that users in the social networking
environment can be dynamic in their way of using; thereby, managing them may require an
attractive posts that make them desire for more. Nonetheless, to do this, the individuals may
require a significant level of creativity which are usually not found in them. Although, this is
known as the challenge, if a business spends or make a significant investment of time and
effort, it could be able to reach the milestone (Treem and Leonardi 2013). This is highly
required for developing a sustainable relationship with customers to make them pay repeated
visits. (Gronum, Verreynne and Kastelle 2012). Furthermore, Kirtiş and Karahan (2011)
have mentioned that there is a significant exposure to the online, market could present
significant challenges such as information leak, hacking. Thus, if the organization is not
concerned, the competitors can use the information the organization shares on social media.
This could certain affect the overall brand image of the business.
2.2 Major advantages and disadvantages of social networking in business
It is certain that social networking is an emerging trend which reports a rapid growth in a way
that businesses are able to reach out the targeted customers quite easily. In a general sense,
businesses uses the social media channels to promote their predicts and service’s as well s

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interact with the customers. However, when delving into the use of social media, some major
advantages and disadvantages associated with social networking sites have been discovered.
Advantages
Culnan, McHugh and Zubillaga (2010) particularly mentioned that cost of running
promotional, selling or advertising activities in social media platforms is typically lower than
the marketing platforms like face to face salesperson or the distributors. This study also
provides the fact that social media marketing allows organizations to reach customers that
may not be accessible because of the temporal as well as the regional restrictions of existing
distributional channels (Kluemper, Rosen and Mossholder 2012). For example, Amazon
presently holds the top position in terms of customer base; it has used the popular social
media tools like Facebook, Twitter, and Instagram where millions of users remain active on a
regular basis (Amazon.com 2018). Hence, Amazon plays a dual role in managing social
media tools; it promotes its products through advertising on the mentionedsocial media
channels; likewise, it has administrative pages on Facebook where it responds to customer
queries. Consequently, people living in the remote areas learn about products and services of
Amazon through Facebook in a random manner (Nikolaou 2014).
Cost-related
As put forward by Aral, Dellarocas and Godes (2013), the organizations gain the
major advantages of social networking that are related financial barrier and expense. The
author ha particularly mentioned that most of social networking sites do not charge any cost
when accessing and posting any information. Nonetheless, the marketing campaigns with
conventional approaches may charge millions of dollars but here channels of social media for
the use of operation. Qualman (2010) mentioned that small business can operate marketing
campaign with the use of scoail media channels under a limited budget. Thus, the benefits of

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reaching target audience for a limited investment could be sunbstantial and consumers
looking for organizational information follow the brand. In addition, the pay-per click
avermentactivities in social media sites such as Facebook are “geo targeted” in accordance
with the particular criteria to reach the appropriate audience. Shih (2011) provided the fact
about viral nature of social media which means the users who are having the capability to
read and share the news further within her own cycle. Therefore, the information can reach a
large number of people in a short time.
Social Interaction
As put forward by Andzulis, Panagopoulos and Rapp (2012), one of the significant
prominences of social networking is that it increased the frequency and developed new kinds
of social communication. Audiences spend a lot time online; such as they remain involved in
communication practise that appear similar to the total time spent for general entertainment.
Zeng and Gerritsen (2014) performed a consumer behaviour study and revealed the fact
larger access consideration to suggestions and information found online and websites
providing third party progress stealing more time of the users. On the other side, Evans
(2010) mentioned that such kind of information can directly influence the buying decisions
even if it received from authentically virtual sources.
Interactivity
A study performed by Chaffey and Ellis-Chadwick (2012), mentioned the fact interactivity is
not similar to the practice of watching TV or listening to radio channels; rather it could allow
new consumers to become a recipients of inspiration. Chen, Chiang and Storey (2012)
mentioned that interactivity can broadly be used as the degree to which users can be involved
in the modification form as well as the content of the mediated platform in a significant
manner. A study performed by Berthonet al. (2012), increasing range of interactivity may

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lead to constant involvement and more positive attitudes towards the websites with rising
level of credibility. In addition, such level of interactivity is letting customers be involved in
personal networking by selecting the content and communication activities. The author of this
article has also mentioned the fact that some particular applications of social media could
empower customers in a way that they could take significant control and form a two-way
communications (Gowen et al. 2012).
Targeted market
Social media offers an ability to choose and focus on audience based on individual interest
found in the pages of the websites For example, if an individual prefers a country music,
he/she could be observing advertisement regarding the country music artists and concerts. On
the other side, some sites’ advertising could mention which nation artists friends of that
individual prefer to provide on a personal interaction (Oh, Ozkaya and LaRose 2014). So,
organizations are able to meet people who are highly interested in what the organizations
offers, with such advanced marketing and advertisement. According to Briones et al. (2011),
social networking also enables world of mouth to promote the products beyond what
advertising alone could do. .
Disadvantages,
It is identified that not all good in social networking sites, which means even though
social media tools provide several opportunities, there are significant disadvantages that
business online have to deal with.
Time intensive
Even though social networking remains interactive, Kumar and Mirchandani
(2012) mentioned that marketing trends in social media environment are dynamic in nature
and the business will always have to focus on building a long –term relationship with each

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parties involved in business. This means, when a business has adopted social networking, one
on a frequent basis has to monitor each network, respond to the commitment and answer to
the research question or share product informationthat customers might find significant. So,
the businesses those have social networking might find it difficult to compete without the
above mentioned initiatives. On the other side Turban et al. (2017) mentioned that first
preliminary consideration that business needs to do is, make a significant investment. Thus, it
is worth mentioning that by simply getting into social networking with a limited amount of
resource and expecting a significant return could be just imaginary. Thus, the organization in
this path should understand the significance of the time commitment.
Issue of trademark and copyright
Baltar and Brunet (2012) conducted a research on social media marketing and
mentioned it is essential for the organizations to keep their own trademark and copyright safe
as it is using social media platforms for promoting the business. The authors have
alsomentioned that and brands and intellectual property is always significantly valuable just
like the products or service they offer to the customers. Smith and Zook (2011) argued that
the capacity of social media to lead the informal and unrehearsed communication on a
frequent basis could help the organizations in placing their brands as well as disseminating
materials of copyright but there is always a scope for third party abuse of a firm’s copyright
and trademarks. Therefore, when implementing social network, the marketers should need to
monitor the use of third party trademark irrespective of the fact that whether it is done
through organization’s own social networking channels or a third party outlet. This means
that organizations need to strictly monitor their own social networking channels as well as
third party platforms to ensure that those sending content via media outlets are not exploiting
organization’s property (Chen and Sharma 2013). Shih (2011) argued that such copyright
issues are minor in today’s rapidly growing social networking sector, as the entire operation

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is monitored through the technology. Theauthor has particularly mentioned the fact that
business that entirely incorporate social media marketing in business have their own policy of
checking copyright and trademarks. Moreover, the businesses are very concerned about the
misuse of their own intellectual property.
Issues related to Trust, Privacy and Security Systems
Trust, privacy and security system remain as a great challenge to promotion of products and
services in social networking platforms. Thus, Leonardi, Huysman, and Steinfield (2013)
arguably mentioned that it is highly important for the business to become aware of such
issues and takes proper measures to reduce their exposure to liability related to personal data
collection, maintenance and consumption. In the context of trust in social networking,
Gronum, Verreynne and Kastelle (2012) mentioned that trust, specially the unique dimension
of transitional security as well as privacy, plays a great role in creating customer loyalty to
social media marketers. The author in the findings have also demonstrated that fear of online
credit and debit card frauds, which is probably the major reasons customers tend to hesitate
when making an online purchase. In addition, the analysis in the study indicate that the fact
that concerns related to privacy have led to a public relations disaster for some major social
media marketing leading in substantial brand image corrosion. Nonetheless, Kirtiş and
Karahan (2011), provided an argumentative statement in their study by highlighting the fact
that privacy policies are well stiffed because the large social media channels like Facebook
and YouTube build their own privacy policy governing and monitoring the use of users’ data.
Negative feedbacks
It is identified that emerging social media platforms in every manner help to
transform into marketers and all parties involved in the process will have to deal with both
positive and negative aspects of the business, products and services. However, it all depends

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how the entire operation is presented to such wide public media- social media.
Aral,Dellarocas and Godes (2013) mentioned the fact that review of products along with tags
and images remain as an essential source of information for the customers. This practices also
let the customers make the choices of the products. The impact is mostly found in the
electronic sector with the presence of web 2.0. The author of this study has also mentioned
the fact that one significant element of social networking that is particularly damaging to
marketing campaigns is a negative post response. It is certain that unsatisfied customers have
the access to post offensive pictures, post and there is nothing much the marketers can do to
prevent such consequences. On the basis of such findings, Andzulis, Panagopoulos and Rapp
(2012) mentioned that social networks should be managed perfectly to immediately respond
as well as neutralize harmful posts, which could take more time.
2.3 Gap analysis
The existing studies have effectively presented how social media is used in business,
potential advantages and disadvantages. However, the discussion in the papers are quite
specific and limited to a certain areas. This means social media is an emerging platforms
where advantages and limitations cannot be specific. Over the years, it may develop to
facilitate the business but business in turn may face significant challenges. So, there should
not be any particular areas of limitations or advantages. The studies have skipped the fact
that social media platforms are supposed to develop with time; it may provide new
opportunities that business have not predicted yet or the challenges that businesses today are
not able to predict. In addition to this, the studies have biasedly paid more attention to
advantages while less attention has been given to disadvantages. By observing the positive
gains from social networking in small and medium size businesses, the scholars have mostly
highlighted the positive sides of social networking but even though the technology is
developing, there is always a loophole for the setback. Studies did not provide any particular

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examples of real-world examples where business had to suffer. A proper emphasis was also
needed on how businesses overcome those challenges and lead again with the practices.
3. Research Aim/Objectives
The aim of the research is to examine the potential advantages and disadvantages of
social networking in business. In order to derive authentic and evidence-based outcome from
the analysis, the research considers the business operation of Iceland Food Retail, which has
incorporated social networking in business. The following are the key objectives which help
to fulfil the research purpose.
 To analyse the social networking practices in business
 To examine the advantages and disadvantages of social networking in business
 To address the issues in incorporating social media in business
Research Questions
 What are the social networking practices used in businesses?
 What are the advantages and disadvantages of social networking in business?
 How can the issues related to social networking practices in business be addressed?
4. Research Methodology
4.1 Data collection methods
Data collection method helps to collect information from reliable sources which further helps
to derive the Reponses and assess the issues of the research. The technique is further
categorized as primary and secondary techniques. The selection of both these processes have
been discussed in the following with proper justification.

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4.1.1 Secondary Data collection method
As mentioned by Taylor, Bogdan and DeVault (2015), secondary data is one such
data that have already been used and taken by others and published in the books, newspapers,
journals, online portals. It is identified that there is plenty of data available in such particular
sources about the research areas, irrespective of the nature. Due to this factor, implementation
of appropriate set of criteria to choose secondary data in the research a great role with respect
to a significant level of research validity and reliability. However, in the present study, the
data has been gathered from reliable secondary sources such as books, peer-review journals
on social networking in businesses, case studies and newsletter of some particular
organizations that have incorporated social networking in businesses.
The secondary data collection process has been selected because social networking in
business is an emerging field of research despite a number of studies already have been
performed. There is a rapid development in the adoption of social networking due to
extending areas and increasing adoption and there have been many businesses that have
incorporated social networking; Thereby, sticking to one single organization may not be
appropriate for analysis. Moreover, limited sources of data may not provide appropriate
research outcome, as the research topic is broad in nature, which requires recent facts and
findings to make proper judgments. The criteria followed for selecting the secondary data is
not limited to the data of issuing; it includes the reliability of sources, depth of analysis and
contribution. All secondary sources used in the study were published after 2010.
4.1.2 Primary data collection methods
Primary data collection methods can be divided into two different categories namely
quantitative and qualitative. According to Lewis (2015), quantitative data collection
techniques are on the basis of mathematical calculation in different formats. It is identified
that techniques of quantitative data collection and analysis may include questionnaire with

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close-ended questions, techniques of regression, mean, mode, median and others. Lewis
(2015) argued that quantitative methods are cheaper in nature to implement as well as they
can be implemented within a shorter duration of time compared to qualitative methods. On
the other side, qualitative research techniques do not include numbers or any sort of
mathematical calculation as this research methods are associated with sounds, words,
emotions and feelings (Alvesson and Sköldberg 2017).
It is found that qualitative studies tend to ensure an intensive level of understanding
and the process may include questionnaire, interviews with open-ended questions,
observations and focus groups. In the present research, the qualitative methods have been
applied by performing an interview with the manager of Iceland Food Retail, while
quantitative data has been collected by performing a survey among the customers of Iceland
Food Retail. The primary data has been collected because in order to gain specific outcome
related to advantages and disadvantages of social networking, it is necessary to consider an
organization which has incorporated social networking in business. This research requires
specific outcome related to issues and benefits of social networking as sticking to secondary
data may only provide theoretical views and excluding primary analysis only leads to broad
non-specific views about the research context. Qualitative data analysis has been performed
among the managers because customers do not have much knowledge about how social
networking has been implemented into the business. Thereby, personnel involved in
managerial and organizational operation have been engaged in the interview.
4.2 Data Analysis
4.2.1 Qualitative data analysis
Qualitative data has been gathered by conducting interview among the senior
managers, and business executives of Iceland Food Retail. Thus, the method includes the
reformulation of stories presented by the respondents considering the context of each case

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and different experience of the participants. Thereafter, the responses have been further
analysed by the findings and case scenario found in the existing papers provided in the
literature.
4.2.2 Quantitative Data Analysis
To analyse the quantitative data, raw data such as numbers and digits have been
turned into meaningful data with the application of rational and critical thinking. The data has
been presented with the help of graph, and charts and then the number of responses have been
specified with digits and percentage to indicate a particular figure. Thereafter, the data has
been linked to the findings found in the literature. In addition, to make the analysis critical in
nature, primary findings have been analysed as well as objectively interpreted by comparing
it to other findings within the research framework
4.3 Sampling methods
Sampling is usually defined as the specific principle applied to choose members or the
participants of population to be involved in the research. This is usually done because many
populations of interest remains broad to work with. Hence, the target population for
performing interview and survey is the customersand managers of Iceland Food Retail.
Hence, the size of the sample is 40customers and 5 managers. For performing interview
among the managers of the chosen organization, non-probability convenient sampling
method has been used, while for conducting survey among the employees, random
probability sampling methods have been used.
4.4 Research Limitations
Even though the study includes both secondary and primary analysis, it is performed on only
one organization. The study lacks a comparative analysis. Many businesses in the recent time
have incorporated social networking practices in their business. So, inclusion of few more

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organizations in the research would have increased the relevancy of the research outcome. In
addition, the sample size selected for survey and interview is limited or less in number. The
engagement of managers and supervisors of other businesses would have provided a more
clear ideas about the benefits and issues of social networking in business.

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5.0 Findings, Analysis and Discussion
5.1 Quantitative questions
1. Age?
Row Labels Count of no of respondents
Less than 25 12
25-30 14
31-40 6
41 and above 8
Grand Total 40
Table 1: Age
Source: (As created by author)
Figure 1: Age
Source: (As created by author)
Findings

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The above question has attempted to identify the age of the respondents taking part in
the study. The results show that the majority of the respondents are below the age group of 25
years which counts up to 30% of the respondents. They are closely followed by the
respondents in the age group of 25-30 and above which is 35% of the total respondents.
There are 15% respondents in the age group of 31-40 and 20% respondents in the age group
of 41 and above. The majority of the respondents are below the age of 25 years which means
that it is expected that majority of the respondents will prefer using social media platform.
2. Your Gender?
Row Labels Count of no of respondents
Male 24
Female 16
Grand Total 40
Table 2: Gender
Source: (As created by author)
Figure 2: Gender

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Source: (As created by author)
Findings
This question aims to identify the gender of the consumers taking part in the study.
The study shows 60% of the respondents are male and the remaining respondents are female.
This will assist in analysing whether opinion vary due to the diversity in gender among the
respondents.
3. Your income?
Row Labels Count of No of respondents
Less than 15,000 Pound Sterling 15
15,000 – 35,000 Pound Sterling 11
36,000 – 45,000 Pound Sterling 7
46,000 and above Pound Sterling 7
Grand Total 40
Table 3: Income
Source: (As created by author)

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Figure 3: Income
Source: (As created by author)
Findings
The question has depicted the income of the consumers taking part in the study. The
results show that 37% of the respondents are below the income group of 15,000 Pound
Sterlingand 27% are below the age group of 15,000 – 35,000 Pound Sterling. On the
contrary, 36% of the consumers have income above the 35,000 Pound Sterling. Therefore, the
preferences of choosing social media is also affected by the income of the consumers and it
may happen that income may be one of the decisive factors for social media preferences.
4. How far do you agree that Iceland Food Retail provides you with better experience
on the social media platform?
Row Labels Count of no of respondents
Strongly agree 8
Agree 11
Indifferent 7

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Disagree 4
Strongly disagree 10
Grand Total 40
Table 4: Better experience
Source: (As created by author)
Figure 4: Better experience
Source: (As created by author)
Findings
This question addresses the question whether Iceland Food Retail provides better
service on the social media platform. The findings shows that 20% of the respondents have
strongly agreed to the research question where they feel that the organization provides better
service on the social media platform and they have been supported by 25% of the consumers.
On the contrary, there are 35% of the respondents that do not agree to the given research

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question and 18% are indifferent. However, there are large percentage of consumers that are
not satisfied with the social media experience provided by Iceland Food Retail.
5. Identify the social media platform you use the most
Row Labels Count of no of respondents
Facebook 7
Twitter 10
Instagram 6
YouTube 12
Watsapp 5
Grand Total 40
Table 5: Most used social media platform
Source: (As created by author)

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Figure 5: Most used social media platform
Source: (As created by author)
Findings
The question aims to identify the most used platform of social media marketing by the
consumers. The results shows that 30% think that YouTube is the most appropriate form of
social media platform, 25% uses Twitter the majority of the occasions, 17% considers
Facebook as the platform to gain information regarding products,15% uses the Instagram as a
social media platform and other than that 13% of the consumers use Watsapp as a social
media platform. Therefore, there is no clear majority about the most used form of social
media platform and different consumers has different opinions so have to be critical about
choosing their social media platform. Moreover, this also suggests that all the forms of social
media are effective and can be used effectively by the organization to increase their brand
awareness and value. Therefore, in order to increase their consumer base the organization
will have to active on all of these forms of social media platform.

27PROJECT MANAGEMENT
6. Select from one of the following reasons for choosing social media platform?
Row Labels Count of no of respondents
Easy to use 5
Social Interaction 6
Less time consuming 12
Personalised response 13
Effortless 4
Grand Total 40
Table 6: Choice
Source: (As created by author)
Figure 6: Choice
Source: (As created by author)
Findings
The question is attempting to identify the major reason of choosing social media over
other forms of marketing platform for the consumers. The findings of the study shows that

28PROJECT MANAGEMENT
30% consider time as the most crucial factor for choosing social media platforms. This means
that consumers have to spend less time on shopping on the online platform. It is already
known that the cost of implementing social media marketing is quite less when compared to
the traditional form of marketing. Social interaction is the third highest voted benefit of social
media marketing where the consumers is able to communicate freely with the organizations
and gain knowledge about the products and other queries. This is the reason that 15%
consumers have considered social interaction as a benefit which make them choose social
media over any other platform. On the other hand, 33% of the respondents consider
personalised response as their reason of choice which is the clear majority. There are
consumers take prefer using social media due to ease of using it which makes it more
effortless so 22% consumers choose the social media platform due to this reason.
7.Do you consider yourself as a loyal consumer of Iceland Food Retail?
Row Labels Count of no of respondents
Yes 23
No 17
Grand Total 40
Table 7: Loyal consumers
Source: (As created by author)

29PROJECT MANAGEMENT
Figure 7: Loyal consumers
Source: (As created by author)
Findings
This question is trying to identify whether the consumers are loyal to Iceland Food
Retail. The results of the study shows that 57% of the respondents consider themselves as
loyal to the organization and there are 43% of the respondents that do not consider
themselves as loyal consumers. This shows that there are large amount of consumers that
cannot be considered as the loyal consumer and Iceland Food Retail has the opportunity on
improving on their consumer based by getting more consumers from the market.
8. How far do you agree that you prefer using social media updates than emails,
newspaper and web chat?
Row Labels Count of no of respondents
Strongly agree 13
Agree 18
Indifferent 4

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Disagree 1
Strongly disagree 4
Grand Total 40
Table 8: Preferability
Source: (As created by author)
Figure 6: Preferability
Source: (As created by author)
Findings
This question has aimed to evaluate whether social media platform is more preferred
by the consumers than emails, newspapers and phone calls. According to the survey, 45% of
the respondents have agreed to the fact that social media platform is more preferred by them
than the traditional platform and 32% of the respondents have strongly agreed to the research
question. On the contrary, 10% of the respondents are indifferent to the research question

31PROJECT MANAGEMENT
and 13% have disagreed to the statement and consider traditional form of marketing to be
more preferable. Therefore, it can be seen clearly that the consumers are preferring social
media as the platform than the traditional platforms and Iceland food retail will have to focus
more on their social media aspect to improve on their consumer base and consumer
satisfaction.
9. How far do you agree that social media platform helps in timely interaction with
organizations?
Row Labels Count of no of respondents
Strongly agree 10
Agree 21
Indifferent 4
Disagree 2
Strongly disagree 3
Grand Total 40
Table 9: Timely interaction
Source: (As created by author)

32PROJECT MANAGEMENT
Figure 7: Timely interaction
Source: (As created by author)
Findings
This question has evaluated whether social media platform provides timely interaction
with the consumers. According to the survey, 52% of the respondents have strongly agreed to
the fact that social media platform provides timely interaction with the organizations and they
have been supported by 25% of the respondents. On the contrary, 10% of the respondents are
indifferent to the research question and 13% have disagreed to the question. The majority of
the consumers can raise their query and issues on the social media platform and they get
instant solution to their problems which is more effective than the lengthy procedure of the
traditional marketing platforms.
10. How far do you agree that Iceland Food Retail provides relevant content on the
social media platform?
Row Labels Count of no of respondents
Strongly agree 14

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Agree 17
Indifferent 4
Disagree 2
Strongly disagree 3
Grand Total 40
Table 10: Content relevancy
Source: (As created by author)
Figure 10: Content relevancy
Source: (As created by author)
Findings
This question examines if Iceland Food Retail uses relevant content updates on their
social media platform while giving updates. The findings show that 42% of the respondents
have strongly agreed that their organizations have been using relevant content on their social
media platform and 35% have agreed to the majority. On the other hand, 10% of the

34PROJECT MANAGEMENT
respondents are indifferent to the research question and 13% have disagreed to the question
and they feel that Iceland Food Retail has not used effective content on their website.
Therefore, there is margin of improvement for the organization and they can audit their
content even further to make it relevant for all types of consumers.
11. How far do you agree that Iceland Food Retail updates on social media are regular
and timely?
Row Labels Count of no of respondents
Strongly agree 12
Agree 19
Indifferent 4
Disagree 4
Strongly disagree 1
Grand Total 40
Table 11: Regularity of updates
Source: (As created by author)
Figure 11: Regularity of updates

35PROJECT MANAGEMENT
Source: (As created by author)
Findings
This question scrutinises if Iceland Food Retail is regularly updating on their social
media websites or not. The findings show that 47% of the respondents have strongly agreed
that their organizations have been regular on giving updates on the social media platform and
30% have agreed to the majority. On the other hand, 10% of the respondents are indifferent to
the research question and 13% have disagreed to the question. However, this shows that
Iceland Food Retail has plenty of opportunity and scope of improvement as 13% respondents
are still giving negative reviews about the regularity of updates. Moreover, as the majority of
the respondents belong to the age of less than 25 years the content may be appropriate for
them and they may feel that the updates are timely but it may not be the case for other age
groups.
12. How far do you agree that Iceland Food Retail is your preferred retail
organization?
Row Labels Count of no of respondents
Strongly agree 5
Agree 14
Indifferent 6
Disagree 9
Strongly disagree 6
Grand Total 40

36PROJECT MANAGEMENT
Table 12: Preferred organization
Source: (As created by author)
Figure 12: Preferred organization
Source: (As created by author)
Findings
This question inspects whether Iceland Food Retail is the preferred organization of
choice for the consumers. The findings show that 12% of the respondents have strongly
agreed that the question and 35% have agreed to the first. On the other hand, 15% of the
respondents are indifferent to the research question and 38% have disagreed to the question.
This shows that respondents feel that the organization should make changes to their content
on the social media websites. This can be shown that Iceland Food Retail is lacking in their

37PROJECT MANAGEMENT
social media marketing strategy as almost 40% of the consumer prefer shopping from other
rival companies.
5.2 Correlation
Preferability timely
interaction
content
relevancy
Regularity of
updates
Preferability 1
timely interaction 0.811701 1
content relevancy 0.873127 0.825985 1
Regularity of
updates
0.805616 0.826415 0.771203 1
Table 13: Correlation Table
(Source: As created by author)
Correlation is used to identify the degree of association and nature of association
among Preferability, timely interaction, content relevancy and regularity of updates. There is
high degree of correlation between these factors which means that these factors are highly
important for the consumers for choosing a particular organization and if a organization lacks
in any of these factors they will lose out of consumers that will migrate to different
organization due to the low switching cost in the industry.
5.3 Qualitative questions
Questions Remarks Count
What is your purpose of using
social media marketing?
“Social media marketing
increases our brand awareness
which in turn increases our
inbound traffic. Moreover,

38PROJECT MANAGEMENT
social media marketing is less
expensive and can have a long
term impact at minimal cost if
used effectively. “
“Social media marketing
improves the conversion rates
and search engine ratings of
our websites. Moreover, it
provides better insights on the
market trends and the change
in needs and wants of the
consumers. “
3
2
What do you expect to achieve
by using social media
marketing?
“I expect that by using social
media marketing we can
penetrate further into the
market and increase our share
in the market. “
“We have set goals and targets
which can be achieved by
using social media marketing.
We want to increase our
consumer base by acquiring
new consumers. “
3
2
What are your strategies of
effectively implementing
“We are to continuously audit
the social media content to
check its relevancy, tone and

39PROJECT MANAGEMENT
social media marketing? voice. We are using Search
engine optimization and search
engine marketing as tools to
increase the rating of our
websites”
“We are forming partnership
with different celebrities where
they will be promoting the
organizational products. We
are also approaching personnel
that are famous on social
media platforms for promoting
our products.”
3
2
How does your growth plan
accommodate social
marketing?
“Social media marketing is one
of the essential aspect of our
growth plan. In order to grow
in new market, increasing
brand awareness is necessary
as it invokes brand loyalty
among the consumers.”
“We are focusing social media
marketing as a strategy in our
growth plan. Social media will
help in identifying the current
market trends and gather
information regarding the
2
3

40PROJECT MANAGEMENT
changing consumer needs. This
will provide competitive
advantage to the organization.”
What are the social media
platform you plan to use?
“ The social media platform we
will be using are Facebook,
Twitter, Instagram and
YouTube”
5
How will it benefit the
organization?
“The organization will gain
competitive advantage by
using the social media platform
as the current trends in the
market and the future market
trends can be analysed easily.”
“Social media marketing
increases the market
penetration and interaction. We
are able to interact freely with
consumers and maintain a level
of transparency. “
3
2
5.4 Findings and discussion
The qualitative and the quantitative analysis of the data has revealed the different
advantages and disadvantages of using social media as a tool of marketing. The first benefit
of using social media marketing for the organization is increase in the brand awareness. The
business visibility can be highly increased using the social media marketing which makes it
the most cost effective medium in digital marketing. Social media increases the recognition

41PROJECT MANAGEMENT
of the brand due as the organization is able to interact with broad area of consumers at the
same time. The quantitative analysis of the data shows majority of the customers have given
high level of importance to the use of social media marketing. They prefer using the social
media platform that other forms of media platforms. The different form of social media
marketing fare equally effective and regular updating of content on all forms of social media
websites are essential for the increasing the awareness. Social media marketing will increase
the inbound traffic otherwise the organization will be limited to the loyal consumers.
Therefore, in order to acquiring new consumers’ from the market, the organization will have
to focus on using social media to grab the attention of new consumers. The traffic on the
organizational websites will be high which will make them aware of the product offerings of
the organization. The use of social media is still not as effective as it should be which is
reflected from the responses of the consumers. The customer experience can be improved
drastically which can be seen from 35% of the consumers that think that customer experience
should be improved.
Search engine ranking is a crucial point made by one of the managers stating the fact
that they will use social media marketing to improve their search engine rankings. The
emergence of the web 2.0 have changed the current scenario of the online platform and the
need generation of the consumers results in searching of their desired product. Therefore,
higher search engine ranking will increase the chances of the consumer of coming across the
organizational products. The majority of the consumers navigate on the first page on Google
so the organization is focused on optimizing their search engine optimization strategy. These
strategy can be used by the organization to increase their consumer base and penetrate in to
the market. The conversion rate of the organization increases drastically due to the increase
in visibility on the social media websites.

42PROJECT MANAGEMENT
According to a manager, social media marketing assists in developing a positive
impression on the minds of the consumers. The personification of the brand can be executed
effectively by constantly commenting and posting content on the social media platforms.
This will assist in developing an effective relationship between the consumers and the
organization. The consumers use the social media platform to stay connected with their
friends, and families and receiving updates. Therefore, the organization can make use of the
opportunity to provide information regarding product offerings and offers.
As stated by one of the manager, social media marketing will improve the customer
satisfaction. The personalised response they receive on their posted message improves the
quality of service. The acknowledgement of each of the comments of the consumers will
appropriately address the needs and wants of the consumers. The social media platforms
provide the opportunity of demonstrating compassion towards the customers. It also
increases the level of transparency about the organizational products and offerings so positive
reviews and comments will assist the organization in gaining more consumers. The
organization also wants to develop a loyal consumer base and social media plays an
important part in it. Customer satisfaction and brand loyalty are dependent on each other
where with increase in consumer satisfaction increases the loyalty of the consumers towards a
particular brand. The consumer considers the social media platform as a service channel
which they access to communicate their queries and issues to the organization. Therefore,
effectiveness of the social media platform helps in improving the level of service for the
organization. The current generation are the extremely loyal to their respective brands so by
providing the best possible consumer experience, the organization can definitely increase
their consumer base by making their social media platform more effective.
The survey conducted has shown that the relevance of the social media marketing is
very high as the use of digital marketing is absolutely necessary for the companies as they are

43PROJECT MANAGEMENT
cost effective and have broader reach than the traditional form of medium. However, this is a
key disadvantage for the organization at the same time as negative reviews about any
organization and their product will hamper their consumer base.
Moreover, the correlation analysis between four factors appropriate tone, appropriate
voice, cost and content are crucial and interrelated factors that highly affect the social media
marketing. Therefore, the organization will have to review the content every time they share
some status on their social media pages. This is because of the fact that the consumers have
become conscious about the message the organizations are trying to portray and there are
plenty of occasions where the organization was misread or the comments and campaigns
become controversial due to the inappropriate content. The diversity of the culture is
something that every organization has to take into account before developing content on their
social media websites. This shows that there has social media content has different layers to it
and the organizations will have to be careful in making their choice in content relevancy.
However, managing of social media platforms is one of the major challenges faced by
the organization. There has to be continuous updates on the websites to leave an impression
on the consumers. The competition in the social media platform is high and keeps on
increasing due to the emergence of small scale companies that are following the path of the
multinational companies. In this study it has been seen that there are large sets of consumers
that believe that Iceland Food Retail is using effective social media marketing. On the
contrary, there are a huge amount of consumers that have not been converted to loyal
consumers so significant efforts have to be made from the part of the company to increase
their consumer base and improve their conversion rate.
The survey conducted shows that consumers highly connected and active on the social
media platform which act backfire for the organization. The organizations face challenge in

44PROJECT MANAGEMENT
developing their content on the social media websites as it has to be directed to all the
consumers belonging to different cultural and ethnical backgrounds. The content may be
offensive to the values of some of the consumers which shows that impact of the content has
to be analysed on a regular basis. Negative publicity is one of the major challenge faced by
the organization. There are 17 consumers out of the 40 that are not the loyal consumers of the
organization which shows the developing effective social media marketing strategy for
addressing all the consumer segment is tough for the organization. Content relevancy, timely
interaction and regularity of the updates are few issues that the organization face on a regular
basis and is for important for sustainability in the market.
6.0 Conclusion
The research was conducted on the advantages and disadvantages of social
networking practices in contemporary businesses. The major purpose of the research is to
examine the potential advantage and disadvantages associated with social networking
practices. To learn about the contemporary facts on the chosen context, a detailed review of
literature has been performed. The review indicates that even though social media provides a
broad platforms to the businesses today, in most of cases, managing social networking
platforms remains challenging. It is found that business communication in social media often
go viral due to inappropriate presentation and misinterpretation of the messages. Moreover,
the review clarifies the fact that privacy, security and negative feedbacks are the permanent
challenges in social media platforms. As the context of the topic is broad, both secondary and
primary analysis have been performed. The secondary data has been collected from books,
journals, newsletter, and case studies of the businesses while the primary data has been
collected by performing survey and interview among the customersand supervisors of the
organization Iceland Food Retail Limited. In order to respond to the research questions set in
the introductory section of the study, the subject of the interview and survey have been kept

45PROJECT MANAGEMENT
similar. The data findings have been linked to the findings found in the literature review. In
literature, it was found that businesses today tend to follow the market trends; so most of the
organizations are incorporating social networking practices in business.
Consequently, the small and medium size firms have also started adopting social
networking practices in business but just like an old cliché the technology is developing and
at the same time, it is also creating significant challenges like managing site on a regular
basis, treating the negative feedbacks, attracting customers with dynamic approaches,
maintenance of privacy policy. In addition, the primary data findings imply the fact that
major advantage that business finds in using social networking practices is cost reduction,
which means promoting and operating businesses through social networking is less costly
compared to traditional practices. Now, when linking this fact with the literature review, it
was found that businesses, especially the small and medium size businesses find it easy and
effective when using social networking practices in business. It is not always possible for a
small business to promote their products in a wide and remote market. On the other side, even
though Iceland Food Retail is a large corporation but the techniques of managing social
media platforms need to be modified. The message shared by the organization on social
media is not transparent and moreover, Iceland Food Limited do not share its posts or the
advertising message on a frequent basis. Therefore, the audiences hardly see the posts that
appear on their newsfeed. The findings also indicate that many small and new businesses are
crowding at the social media platforms,; thereby, managing the sites on a regular basis could
be challenging for the business. In order to resolve such as, a set of suggestions have been
provided in the following which could help Iceland Food Retail to effectively manage the
social media platforms

46PROJECT MANAGEMENT
6.1 Recommendation
The study found that social networking practices in business requires proper
supervisions on a regular basis. Iceland Food Retail have successfully implemented social
networking practices in business but the firm is not able to manage the platforms properly;
thereby, its investment on social networking could be alarming. Therefore, the following
remedies have been suggested to the organization.
Increased brand awareness
To start with social networking, the business needs to create a social media profile for
business and then start interacting with different parties involved in the business. The
organization needs to positively influence their employees to go through the regular updates
on the marketing pages by hitting “Like and “Sharing” the pages. It is certain that when
business makes their people interact with the content shared on the social media, it will
increase the brand awareness and it also helps the business to build their reputation as a
business. The business needs to keep a record of the recent activities or the current affairs and
the posts must be linked to the current events. In addition, the business needs to introduce
each post to a new network of individuals, which could further lead to become potential
customers. Likewise, people get know about the businesses. This strategy will be effective for
the business because, an experimental study performed by Zeng and Gerritsen (2014) reveals
the fact that by spending few hours in each weak, almost 91% of marketers claimed that their
social marketing efforts largely enhanced the exposure. So, on the basis of this fact, it is
worth mentioning that by having a social media page and by managing it on a regular basis,
the business can potential benefits.
Improved Search Engine Rankings
Even though posting on social media could provide business some site traffic, more
effort compared to that is needed to observe the significant success. It is worth mentioning

47PROJECT MANAGEMENT
that search engine optimization is very significant for achieving higher page rankings as well
as obtaining traffic to the business websites. For example, every user uses Google to find
information as well as they usually will not navigate the page 1, as their responses are
normally is on the first page of the search results. Thereby, if the business websites are not
ranked towards the top of search results, the business should probably adjust the search
engine optimization technique.
More inbound traffic
It is identified that without marketing the business on social networking, the inbound
traffic of the business is restricted to usual customers. The audience familiar with the
business would probably be searching for the same keyword that business already ranks for.
It is necessary to note without implementing social media as the part of marketing strategy,
the business may have more difficult in reaching any individual outside of the loyal
customers. Therefore, it is worth mentioning that every social media profile, the business
adds to the marketing mix is a gateway to website as well as every piece of content the
business post on the channels, could be another significant opportunity to gain new
consumers.

48PROJECT MANAGEMENT
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Reflective Statement
The completion of the research project on advantages and disadvantages of social
networking practices in business certainly developed my knowledge in several fields. I must
mention the fact that I had a set of prior concepts about social media marketing as this is an
emerging platforms and I have seen many businesses including small, medium and large
corporations incorporating social media but my concepts about social networking practices
do not have much intensity. The way businesses are adopting social networking practices, I
thought, social networking is an easy platform to utilize when it comes to targeting audiences
in the remote areas but when introducing the topic, I studied few journal articles and case
studies of organizations, which gave me ideas that incorporating social networking in
business could be challenging when it is not managed properly. I found the significance of
performing a research on the chosen context, when I studied the journals and case studies. I
found that many studies have been performed on social networking but the number of studies
on advantages and disadvantages are less in number irrespective of the fact that social
networking practices are emerging. However, during the project work, I found many
challenges in terms of setting objectives and definite aims.
Firstly, data on the incorporation of social networking practices were less because
most of the previous studies that I found were performed on obsolete evidences that has
hardly any relationship with the recent development in social networking. Thus, to overcome
this challenge, I had to find case studies of the organizations such as Amazon.com that have
recently adopted social networking practices in business. The recent cases help me to realize
that although businesses in the recent time are following the trends of social networking in
businesses but the businesses, particularly, the small and medium size businesses have weak
remedies. Another challenge I found is forming the objectives by keeping an alignment with
the context of my study because the issues that I find in the previous studies are not relevant

54PROJECT MANAGEMENT
to the current scenario. However, taking help from wide reading sources I set the objectives
of research project.
The most complex challenge for was, collecting the primary data from the target
audiences. I knew that I can collect the data easily by approaching the respondents but
converting them in a meaningful format with Excel was difficult. This is because I was
supposed to notify the overall percentage of responses of each question. If I provide the
individual figure of response, the entire process would have been clumsy to present.
Therefore, to address this challenge, I had to calculate the percentage of overall responses of
each question with the help MS-Excel. It is worth mentioning that performing the analysis of
the collected data was a complex challenge because here, I had to link my findings with the
findings I found in the literature. This was challenging because each study had its own
outcome and the outcome of the studies were not similar in nature. So, I had to keep a track
of papers that I used in the literature and then I chose the highlighted facts in the papers.
However, it is worth mentioning that I have learnt many things in terms of data collection,
research techniques and the topic areas during the project work.

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Contextualization Statement
This contextualization statement is related to learning outcomes of this framework with this
research project as follows
Learning Outcomes “Advantages and disadvantages of social networking
practices in business”- A case study of Iceland Food Retail
1.”To demonstrate how
different challenges of their
chosen management issues
with the use of appropriate
evidences based and
theoretical literature”
This particular learning outcome was particularly achieved by
selecting relevant existing studies for the review of literature. The
issues of privacy, negative feedbacks, and trademark and
copyrights issues were discussed and analysed considering the
facts and evidences found in the previous studies. To analyse the
issues with the real-world evidences have been used which are
taken case studies of the organization.
2. “Implement appropriate
judgment in the collection and
selection of the evidences to
examine the issues through
primary and secondary data”
To meet this learning outcome, appropriate research techniques
have been applied. As social networking practices in business
leaves a vast area for research, both qualitative and quantitative
research approaches have been applied to the study. The
qualitative approach determines the selection of the
questionnaire. Likewise, for the selection of secondary data, the
journal articles and books on social media marketing and its
application have been reviewed to derive ideas about what sort of
sources of secondary data need to be chosen.
3.”To analyse and evaluate the
findings creating a relation
with the theoretical
background and the limitations
This learning outcome has effectively been met as when
analysing the findings, the facts and evidences found in the
literature have been properly linked to the findings found in
primary and secondary data. For example, the issue of negative

56PROJECT MANAGEMENT
presented by the real-world
businesses”
feedbacks in social media marketing was found in the literature
and this fact also appeared in the qualitative study, where the
managers in the interview have mentioned that negative
feedbacks from the customers could certainly affect the brand
image of the company. However, the technique of managing
social networking sites such as search engine ranking, generating
website traffic are not found in the literature. Most of the studies
have mentioned about, time, cost, interactivity, and security and
privacy policies. However, the discussion made in the findings
have been linked to theoretical background provided in the
literature. The relation with the existing studies helps to identify
the areas that need improvement in the field of social networking
practices. Thereby, both the findings help to make proper
recommendation at the end of the study.
4. “To communicate the
business project components,
with the inclusion of
quantitative and qualitative
data”
The entire research project is categorized into different section
which starts with providing a detailed executive summary
containing the research purpose, techniques, findings and
recommendation. Thereafter, the entire work is navigated with a
table of content which keeps the record of work done in the
project. On the basis of the review of existing papers, the
quantitative and qualitative methodology help to identify the
issues related to social networking practices.