The impact of social media in organisation

This study explores the impact of social media on organisational growth and development, using Zara as a case study. It examines the benefits and challenges of using social media in business operations and its relation to improved performance. The research aims to provide insights into the role of social media in boosting organisational performance.

RESEARCH PROJECT

ABSTRACT
This study is done to acquire knowledge about impact of social media on organisational
growth and development. These days, there is much use of social media platform, so this topic is
concurrent and relevant in current market, hence it is easy to collect information about it. This
investigation is based on ZARA which is one of the leading fashion retail organisation operating
in different countries. Primary and secondary sources are used for collecting information as
questionnaire and online sources. Questionnaire is collected from 50 respondents because they
have proper knowledge about use of social media and its impact. With the help of this study, it is
evaluated that there is positive impact on operation because it is easy to communicate with
internal and external parties of association. This also makes ease in marketing products and
services to consumers.

ACKNOWLEDGEMENT
Firstly, I want to thank God for supporting me at every phase of life and providing me
confidence to achieve my goals. I also want to thank my supervisor for their guidance and
support throughout dissertation by listening to me with patience, resolving my queries, check my
work and support me at each and every stage of project.
Additionally I want to thank employees of Zara who provide their time to me for filling
up the questionnaire and help in completing my investigation effectively with their support.
Without the support of employees this investigation may not get completed in effective manner.
At last, I want to thank my family members, friends and relatives for their love and
support while investigation

Table of Contents
ABSTRACT.....................................................................................................................................2
ACKNOWLEDGEMENT...............................................................................................................3
GLOSSARY....................................................................................................................................6
List of Tables ..................................................................................................................................7
List of Figures..................................................................................................................................8
List of Appendix .............................................................................................................................9
Title:- The impact of social media in organisation .......................................................................10
CHAPTER 1: INTRODUCTION .................................................................................................10
1.1 Background to research topic..............................................................................................10
1.2 Background to research organization..................................................................................10
1.3 Research rationale ..............................................................................................................11
1.4 Research question ...............................................................................................................12
1.5 Research aims and objectives..............................................................................................12
CHAPTER 2: LITERATURE REVIEW ......................................................................................13
2.1 Introduction of literature review.........................................................................................13
2.2 Main body with heading and sub-headings.........................................................................13
2.3 Conclusion of literature review...........................................................................................18
CHAPTER 3: RESEARCH METHODOLOGY ..........................................................................19
3.1 Research process.................................................................................................................19
3.2 Research approach..............................................................................................................19
3.3 Research strategy................................................................................................................19
3.4 Research methodology........................................................................................................19
3.5 Research instruments/tools..................................................................................................20
3.6 Sampling.............................................................................................................................20
3.6 Ethical implications.............................................................................................................21
CHAPTER 4: FINDINGS ............................................................................................................22

Frequency table.........................................................................................................................22
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH ..............................................................................................................42
7.1 Conclusion...........................................................................................................................42
7.2 Recommendations ..............................................................................................................42
7.3 Implications for further research ........................................................................................43
REFERENCES .............................................................................................................................44
.......................................................................................................................................................45

GLOSSARY
Words Meanings
Hacker & cracker Professionals who does unethical breaching in systems and software
Wardrobe Systematic structure for storing clothes, accessories and shoes.
predict Act of forecasting an event
customised Designing according to need and demand of customer
brick and mortar store Physical outlet nearby a street or market
untapped Neglected segment of practices
acceptability Quality to be agree or to get accepted
probabilistic Statement or evidence used to claim probabilities
confidentiality An activity of maintaining secrecy
socialising Getting involved in group, caste, culture or system's activities

List of Tables
Index of Tables
Table 1: The concept of social media marketing...........................................................................25
Table 2: Social media aid up in enhancing the performance of an organisation...........................26
Table 3: Several benefits that Zara get by adopting social media channel to perform business
operations.......................................................................................................................................27
Table 4: More favourable social media platform for Zara to promote its designs........................29
Table 5: Several factors that pushes Zara toward adopting social media platform.......................30
Table 6: Social media platform support Zara in dealing with competition present in market.......32
Table 7: The several business operations that Zara perform using social media platform............33
Table 8: The basic challenges that get faced by Zara while incorporating with social media
platform for performing business operations.................................................................................34
Table 9: Changes get experienced by Zara after operating business using social media platform
........................................................................................................................................................36
Table 10: Social media channels of Zara influence the buying behaviour of consumers..............37
Table 11: Influence that social media places over sales performance of Zara.............................38
Table 12: Measures that Zara consider in order to deal with the negative instances associated to
social media...................................................................................................................................39

List of Figures
Figure 1: The concept of social media marketing.............................................................................
Figure 2: Social media aid up in enhancing the performance of an organisation..............................
Figure 3: Several benefits that Zara get by adopting social media channel to perform business
operations...........................................................................................................................................
Figure 4: More favourable social media platform for Zara to promote its designs...........................
Figure 5: Several factors that pushes Zara toward adopting social media platform..........................
Figure 6: Social media platform support Zara in dealing with competition present in market.........
Figure 7: The several business operations that Zara perform using social media platform..............
Figure 8: The basic challenges that get faced by Zara while incorporating with social media
platform for performing business operations.....................................................................................
Figure 9: Changes get experienced by Zara after operating business using social media platform. .
Figure 10: Social media channels of Zara influence the buying behaviour of consumers................
Figure 11: Influence that social media places over sales performance of Zara................................
Figure 12: Measures that Zara consider in order to deal with the negative instances associated to
social media.......................................................................................................................................

List of Appendix
Appendix 1....................................................................................................................................44
Appendix 2....................................................................................................................................46
Sample 1.....................................................................................................................................46
Sample 2.....................................................................................................................................48

Title:- The impact of social media in organisation
CHAPTER 1: INTRODUCTION
1.1 Background to research topic
Social media is a form of communication while making use of electronic medium in
order to share information in more personal, ideal and quick basis. People mainly use social
medium in order to have anytime, anywhere interaction by reduce the distance barrier (El Ouirdi
and et. al., 2015). The concept of social media is also being implemented by the businesses in
order to improve their operations as well as have a positive influence over the customers by
maintain a better relation. These benefits attract the businesses to adopt the social media
practices within their operations. The social media has a greater impact over the organisation as
well as its performance within the market place by reducing the distance barrier among customer
and company by promoting the concept of anywhere anytime services. Therefore, it can be said
that social media has changes the whole scenario about the manner in which business practices
usually performed (Schlagwein and Hu, 2017). The social media has both positive as well as
negative influence over the organisation. This is because social media has supported the
organisation in improving their operations as well as performance by providing them a medium
to reduce the time as well as distance of the operations to be performed by making it at a
distanced of click. The social media brings up the positive impact over the performance of
organisation by remaining connected with the customers and having a direct interaction with
them in order to resolve their queries and providing them with customised services. Despite of
this social media also support in performing marketing activities at lower rate while maintaining
a personal relationship with the customers or approaching them while operating from different
part of the world. In order to develop an understanding regarding the impact of social media on
organisation a study over Zara will be performed which make the use of social media for
performing marketing related activity.
1.2 Background to research organization
In, today's technology driven environment, social media is consider to be most
convenient tools for the business in order to operate their business operations at the digital
platform. For performing in depth study over the impact of social media within the organisation,
the investigation in this project will be performed over Zara. It is a multinational apparel retailer

which is based in Spanish and maintain its stores throughout the world by offering products like
clothing, accessories, swimwear, beauty, perfume, shoes etc. It is consider to be one of the fastest
growing fashion retailer which offer variations in its design or pattern which are harder to being
copied by local retailers (Zeng and Gerritsen, 2014). Despite of its physical outlets it also
maintain its business operations at digital platform in order to promote its design throughout the
world. The Zara make use of social media in order to approach customers that resides through
out the world. As the fashion industry operates in dynamic environment where change is
customers demand takes place in frequent basis as a result of which competition is becoming
higher as rivals are continuously launching their new designs and changing the fashion patterns
to capture larger market share. But with the social media it become easier for the Zara to predict
the pattern that customers want by gathering view over its product or services by making direct
interaction with the customers using digital platform.
With the help of social media, Zara maintains a direct interaction with the customers in
order to take their feedbacks over the product or services as well as determining the customers
demand in order to present more customised services (Ladkin and Buhalis, 2016). Despite of
this it promote product or services with the help of several social networking site which make it
much easier to viral the new design launch among the customer without spending much. As a
result of which it also support in increasing the sales as well as profitability of the Zara by
providing a medium to approach as well as interact with the customers through out the world.
But despite of all these benefits, social media also contribute a lot in increasing the competition
among the fashion retailers by making it easier for the customers to compare the products and
switch the brands in order to avail the best possible benefits from their shopping.
1.3 Research rationale
The main aim behind conducting this project is that it support the researcher in
developing understanding regarding the role that social media plays within the business practices
of several organisation (Abed, Dwivedi and Williams, 2015). Additionally it also reveals up the
benefits that an organisation will get by making use of social media in its operations after
evaluating the information gathered through several sources. With the help of this informations it
become possible for the readers as well as other business to determine the opportunities as well
as challenges that are available in front of them in order to make use of social media platform. In
addition to this conduction of investigation will allow the researcher to develop their skills and

capabilities to perform the investigation in effective manner by getting awareness regarding
several type of tools and techniques as well as the manner in which these tools must be used to
gather and present information appropriately for accomplishing the research objectives. This
researcher when get published can also be used fro the academical purpose as it support the
students in developing their understanding regarding the influence of social media over business
by making use of real based example of Zara.
1.4 Research question
 What is the concept of social media ?
 What are the several benefits that Zara get using social media?
 What are the major challenges that Zara face while making use of social media in its
business operations?
 What relation does social media holds with the improved performance of Zara?
1.5 Research aims and objectives
Aim:-
To determine the influence of social media in boosting up organisational performance. A study
on Zara.
Objectives:-
 To understand the concept of social media
 To determine several benefits that Zara get with the help of social media
 To identify certain challenges that are faced by Zara with incorporation of social media in
business operations
 To ascertain relation between social media and improved performance of Zara
Resources
In order to perform the investigation effectively there remains a requirement of some resources
which includes internet connection, newspapers, computer system, financial assistance,
magazines, computer system etc. With the help of this research data can be gathered and stored
in more reliable manner There are number of sources that are required by researcher in order to
perform operations in systematic manner that involves cost, time, communication etc. which
support in accomplishing the investigation in effective manner.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction of literature review
Literature review is a most crucial section of an investigation which work toward
gathering information from several different sources where information is already being
investigated and published by several other authors. The main aim behind conduction literature
review is to develop an understanding regarding the current topic of investigation so that further
study can be performed. It also help in determining the nature of study and act as a base on
which further investigation will be performed.
2.2 Main body with heading and sub-headings
The concept of social media
As per the information presented by Maya Dollarhide, 2019, social media is basically a
computer based technology which facilitate the sharing of information, thoughts and ideas by
building up a virtual networks as well as communities. It is an internet based platform which
provide a quicker electronic medium of communication by connecting people over a single link
throughout the world. Social media platform allows people in sharing data like personal
information, photos, videos etc. to their friends, relative and to their business contacts in order to
remove distance barrier. No social media has become a most crucial part of an investigation as
majority of day to day activities are being performed with the help of social media application
such as sharing the feeling, information, idea, shopping day essential, rating the product and
many more. These all the practices which get enhanced with the help of social media application
as it provided an most easiest medium to contact with people. There are number o0f social media
application which are being used by the people in order to interact with one another such as
Facebook, twitter, Instagram, Skype, YouTube etc. These applications not only support people
in improving their daily life practices but also supported businesses in enhancing their
performance in marketplace by attracting larger number of people by performing endless
promotions, or by providing them a medium to directly interact with company to share their
views.
On the other side as per the view point of Stieglitz, S., Dang-Xuan, L., Bruns, A. and
Neuberger, C., 2014, social media is defined as the medium of online communication where
people create as well as share their content, information, view or ides with each other in several

different manner. These social media channels provide better and quicker access to
communication by providing a platform which support in connecting people throughout the
world over a single channel. There are number of benefits which a social media platform allows
to a person in term of being socialising, marketing business practices, setting up a business
electronically, remain connected with the community and so on. Despite of all this the social
media platform is now use as a channel of communication and marketing for the majority of
businesses. This is because it support in approaching larger number of people throughout the
world at a time by sharing up the picture, videos, description about the products, information
regarding its usefulness, number of options available in term of product attributes and most
importantly the after sale services, experience of existing customers and home delivery services.
These all contribute toward forming up a[purchasing decision of customers as majority of
organisation now a days focuses toward offering high quality services by providing the most
comfortable option to access services while remaining connected with the customers.
Several benefits that Zara get with the help of social media
As per the information presented by Thea Sokolowski, 2018, The use of social media
continues to influence the way business operates and decisions that made across the board at
leading fashion brands. This is because social media platforms help in connecting the customer
as well as businesses at a single platform which provide a direct access to customer feed back
that support in determining the actual experience that customer have with the brand. In addition
to this it also support in forming up better decisions, it is so because the feedbacks from social
media and in-store data support in determining the trends among customers as well as
expectations they have with the company. This in turn contribute toward forming up better
decision that leads to offering the products as per customer choice in order to keep them satisfied
with the services. By adopting the social media platform it become easier for Zara to identify
expectation of customers and offer the product as per their choice. There are number of benefit
that Zara get by making use of social media as a tool to perform business operations. These
includes,
 Supply chain optimization:- As the concept of e-commerce get arises among the
customers it has also developed a concept of read-to-wear styles for the low end
consumers, in very short run. Despite of this, social media also supported Zara in
improving its internal or product process by reducing the wastage of product. This get

achieved by producing the product or services by assessing the demand of product among
consumers. As by using online medium it become easier to access the requirement of
consumers and then produce the product accordingly., this not only help in saving the
cost of company but also allow the customers to regularly update their wardrobe, as Zara
brings up new designs but in small quantity.
 Product development strategy:- By making use of social media, it become easier for
Zara to enhance its quality of production. This is because it allows a much quicker option
to determine the need and want of consumers by performing an online survey. This help
in getting a criteria over which the product must be developed which support in offering
product that most liked by the customers and as a result of which it brings up more
profitability as well as sale and also help in achieving competitive advantage by keeping
the customers away while keeping customers satisfied with the services.
 Instant customer feedback:- With the access to social media as well as consumer
insight, it become easier for a brand to determine what actual a customer want. This is
because while sharing up the pictures and videos over social media sites, Zara mainly
welcome the views of customers over this which support in determining the actual
demand and progress that a particular design will get when launched in market. In
addition to this view of customers will allow the brand to improve their product as per the
choice of customers.
Certain challenges that are faced by Zara with incorporation of social media in business
operations
As per the view point of Štefko, R. and Steffek, V., 2018., social media plays a
significant role in enhancing the profitability of an organisation as it provide a medium through
which organisation can maintain direct interaction with its customers so that ideas can be
exchanged to offer more customised services. Zara is one of the well know fashion brand which
offer variety of fashion accessories and apparels as per the consumers demand and expectation.
In order to offer more customised and satisfactory services, Zara started offering its product or
services by making use of social media platform which allows it to communicate directly to
consumer about the product features, usage and quality while sharing the experience of existing
customers. These all contribute toward not only attracting other consumers but also support in
forming up the decision in term of purchasing a particular product or not. Despite of all this there

are several challenges that Zara has to face while getting associated with the social media
platform which are explained below:
 Higher competition:- In this digital age majority of big fashion retailers are operating at
electronic commerce by using social media platform as a channel for offering direct
product or services to its customer. This in turn increases the competition for Zara as
larger number of players are already present in the market which affect the choice of
consumers by offering several new benefits. This may have a huge influence over the
sales and profitability of Zara at social media platform.
 Lack of face-to-face interaction:- The social media channels provided Zara with a
platform where it can approach larger number of consumers that resides throughout the
world. But the major issue with this is that there is not any kind of direct interaction of
employees with consumers which is possible at the brick and mortar stores where
employees communicate with customers and influence them to purchase while building
up better relationship with them. Hence it result into reduction of consumer base as here
consumers mainly form their decision without concerning to the sales person which don't
allow an option to influence the choice of consumers. This increases the brand switching
as there is not any kind of relation among customer and organisation i.e. Zara.
 Negative publicity:- The social media platform provide a section where the experienced
customers can share their experience in term of product or services they purchase and
things they want to suggest to other consumers. This feedback session plays a crucial role
in forming up the decision of consumer. When Zara enter at the social media platform as
a medium for selling off its product or services directly to consumers it has faced a major
challenge at this platform i.e. negative publicity. As the people who do not prefer Zara,
criticised it by posting negative comments over its official pages regarding the product or
services. This in turn also influence the perception of people toward Zara that directly
affect the sales as well as profitability of Zara.
 Fraud practices:- This is also one of the major issue that Zara has faced while
integrating with the online platform, under this there always remain a risk related with the
theft of confidential or financial data which people kept secure over internet in order to
make transaction. Though Zara uses a security medium for such transactions but still the
sources may involve the fraudulent viewer who can perform some misconduct while

financial transaction. This may directly affect the brand image of Zara within
marketplace among consumers.
Relation between social media and improved performance of Zara
According to the information presented by Louise Richardson, 2018, social media are
consider to be the more influencer factor which affect the mindset of consumers toward a
particular product of services. It provide a sources through which several fashion retailers like
Zara be able to approach larger number of customers throughout the world which contribute
toward expanding the business while at the same time help in enhancing the level of
performance. Therefore it can be said that there is a direct relationship between social media as
well as improved performance of Zara as it support in:
Marketing to new market:- Social media platform has provided a platform where it can
approach several new or untapped markets by promoting its product or service over the social
media channels like Facebook, twitter, Instagram etc. This in turn help Zara in performing its
operations in effective manner as by offering different product or service as per the demand of
consumers it become easier to enhance the performance. This is because social media network
provide a direct channel where Zara can post picture of its product and gather view of consumers
toward it. These review help it in determining the changes which it require to adjust within the
product in order to ensure its acceptability at marketplace.
Customer and brand engagement:- The use of social media platform brings up the
customers as well as brand much closure to one another than others. This become impossible due
to popularity of platforms like Facebook, twitter Instagram etc. as these allows the businesses to
promote the their product or services at a larger scale. Hence, adoption of social media platform
help Zara in increasing the brand awareness among the customers by connecting them directly
with the brand with the help of this platform where each and every activity of organisation are
clearly visible to its customers. This in turn help in increasing the performance of Zara in
marketplace as it supported in keeping the customers engaged with brand and a continuous flow
of idea among both the parties so that regular improvement of product can be possible as per the
requirement of consumers which brings up maximum satisfaction and positive response at
marketplace.

2.3 Conclusion of literature review
From the above mentioned information it can be summarized that social media has now
become one of the most essential necessity of each organization in order to interact with
customers, approach new market, maintain promotions at low cost, provide a platform of digital
marketing and many more. The majority of businesses also make use of social media platform as
a medium of their business transaction such as offering their product or services over this
platform. The main reason behind adopting social media platform as a medium of business
transaction is that it help a business to approach larger number of customers that resides over
several different geographical location throughout the world with the help of electronic medium.

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Research process
Research process help an investigator in providing them detail information regarding the
activities to be performed within an investigation. This process involve steps like selection the
research topic, formulation of aim, objectives and questions, performing literature review,
choosing appropriate method of data collection, gathering of primary information, performing
data analysis, extracting conclusion, providing recommendation over issues and reflecting over
the experience. This is the process of investigation that will be followed by an investigator for
completing the dissertation in specified time period.
3.2 Research approach
Within an investigation two type of approach are being adopted by investigator such as
inductive and deductive. Among them inductive approach will be used to perform this
investigation as it help in conducting an evaluation over the broader concept that are crucial at
first and then work over smaller aspects. Additionally, this approach is more suitable for the
qualitative mean of investigation.
3.3 Research strategy
There are number of methods or techniques used to gathered information such as
questionnaire, case study, interview, survey etc. In order to conduct this investigation effectively
questionnaire will be used as it help in gathering the larger amount of data from a group of
people at a time and is also cost efficient.
3.4 Research methodology
Research methodology is that section of an investigation where a detail description
regarding the number of tools and techniques used for performing investigation are presented.
The tools and techniques used for conducting this research are mentioned below:
Type of investigation :- The investigation are mainly two type of investigation such as
qualitative and quantitative. Among them qualitative mean of investigation will be taken into
consideration as it follows a theoretical framework in order to provide a in-depth information
regarding the study area.

Research philosophy:- There are mainly two type of research philosophy that are used
within an investigation such as interpretivism and positivism. Among them interpretivism
philosophy will be used as it help in evaluating the view point of human beings in more effective
manner and develop understanding regarding it (Alexander, 2014).
Research design:- It is basically refers to the type of structure being followed by the
investigator in order to represent the information in effective manner. There are basically three
type of research design such as exploratory, explanatory and descriptive. For performing this
investigation descriptive research design will be used as it provide a theoretical framework to
represent the information in more detailed manner which is easier to understand (Alberghini,
Cricelli and Grimaldi, 2014).
Time frame:- The time frames plays a crucial role in performing the operations
effectively and accomplishment of task in quickly manner. For performing this investigation in
effective manner the Gantt chart will be used which is a pictorial representation of number of
task to be performed in order to accomplish particular research objectives. In this activities are
being listed in a sequential manner along with the time taken by each activity which direct the
actions to be performed by the researcher.
3.5 Research instruments/tools
The data for investigation is gathered from two main source i.e. primary and secondary.
Among them the primary investigation is one where data is gathered freshly which is not yet be
gathered by any other person. On the other side, the secondary data is gathered from the source
where information is already being published by some another person over similar topic. In order
to conduct this investigation both primary and secondary data collection method will be used
where primary information will be gathered with the help of questionnaire and secondary
information will be gathered from sources like books, journals, articles etc. to perform literature
review (Alalwan and et. al., 2017). This questionnaire for gathering the primary information is
mentioned below:
3.6 Sampling
There are basically two type of sampling methods used in investigation such as
probabilistic and non-probabilistic. In order to perform primary investigation sampling will be
performed with the help of probabilistic method as it provide equal change of being selected
from the people present in population. The probabilistic approach will be used under random

sampling method which help in avoiding the bias behaviour in selection of sample. The
respondents for current study will be the employees of Zara and sample size would be 50
respondents.
3.6 Ethical implications
The success of research is based on the sources or kind of information being used by the
investigation as well as ethical consideration that are being followed. For performing this
investigation researcher will consider ethical principles like informed consent, confidentiality
etc. in order to perform research in ethical manner.

CHAPTER 4: FINDINGS
Data interpretation is basically refer to as the process of analysing the gathered
information in a manner that support in presenting the information or findings in more effective
manner that results into a valid conclusion to determine whether the researcher become able to
accomplish research aims or objectives. The interpretation of data gathered from the primary
investigation is mentioned below:
Frequency table
Q1. Are you aware about the concept of social media marketing? Frequency
a) Yes 45
b) No 5
Q2. As per your view point, does social media aid up in enhancing
the performance of an organisation?
Frequency
a) Yes 40
b) No 10
Q3. What are the several benefits that Zara get by adopting social
media channel to perform business operations?
Frequency
a) Brand awareness 20
b) Instant customer feedback 15
c) Supply chain optimization 15
Q4.Among the following which one is more favourable social
media platform for Zara to promote its designs?
Frequency
a) Instagram 30
b) Twitter 10
c) Facebook 10
Q5.What are the several factors that pushes Zara toward adopting
social media platform?
Frequency

a) Broader customer base 15
b) Easy access to new market 20
c) Competitive edge 15
Q6.Does social media platform support Zara in dealing with
competition present in market?
Frequency
a) Yes 40
b) No 10
Q7.What are the several business operations that Zara perform
using social media platform?
Frequency
a) Customer support services 15
b) Promotions & sales 20
c) Marketing research 15
Q8.As per your perception, what are the basic challenges that get
faced by Zara while incorporating with social media platform for
performing business operations?
Frequency
a) Huge competition 20
b) Negative publicity 15
c) Hacker & cracker 15
Q9.What changes get experienced by Zara after operating
business using social media platform?
Frequency
a) Increase in sale 15
b) Cost efficient promotions 15
c) Strengthening brand image 20
Q10.In what manner social media channels of Zara influence the
buying behaviour of consumers?
Frequency
a) Easy information availability 15

b) Provide medium to compare 20
c) Direct brand interaction 15
Q11.Which kind of influence does social media places over sales
performance of Zara?
Frequency
a) Positive 30
b) Negative 10
c) Neutral 10
Q12.What measures does Zara consider in order to deal with the
negative instances associated to social media?
a) Increase privacy & security 15
b) Resolving issues quickly 15
c) Responding to feedbacks 20
Theme 1: The concept of social media marketing
Q1. Are you aware about the concept of social media marketing? Frequency
a) Yes 45
b) No 5
Table 1: The concept of social media marketing

Interpretation:- As per the above mentioned information it has been identified that 45
out of 50 respondents are aware about the concept of social media marketing and manner in
which it used by an organisation. On the other hand 5 respondents are not much clear about the
basic concept of social media marketing. Therefore it has been determined that the majority of
people are aware about the social media marketing as it is consider as one of the most prominent
methods which is used by majority of organisation in order to increase their brand awareness and
approach larger number of customer without put much investment as compare to physical
practices of promotions. This is because social media marketing make use of electronic medium
to circulate which is consider to be most fastest channel for spreading the information.
Theme 2: Social media aid up in enhancing the performance of an organisation
Q2. As per your view point, does social media aid up in enhancing
the performance of an organisation?
Frequency
a) Yes 40
b) No 10
a) Yes b) No
0
5
10
15
20
25
30
35
40
45
45
5
Frequency
Figure 1: The concept of social media marketing

Table 2: Social media aid up in enhancing the performance of an organisation
Interpretation:- Social media support in increasing the brand awareness within the
marketplace by approaching larger number of customers at a single attempt which in turn have
direct influence over the performance of organisation. By performing investigation over this
concept it has been found that the 40 out of 50 respondents are agree with the fact that social
media channels support an organisation to improve its performance. But on the other hand 10 out
of 50 respondents said no to this as it is basically consider as a medium to interact and physical
appearance of any product help in forming better purchasing decision despite of picture at digital
platform. But the majority of people are in favour that it help in improving organisational
performance as it provide a platform where organisation as well as consumers can maintain a
a) Yes b) No
0
5
10
15
20
25
30
35
40
40
10
Frequency
Figure 2: Social media aid up in enhancing the performance of an organisation

direct interaction and share the information in more effective manner. This support in forming
up better decision by attracting the customer with the medium of presenting each and every sort
of information regarding the product which is not possible at the physical stores.
Theme 3: Several benefits that Zara get by adopting social media channel to perform business
operations
Q3. What are the several benefits that Zara get by adopting social
media channel to perform business operations?
Frequency
a) Brand awareness 20
b) Instant customer feedback 15
c) Supply chain optimization 15
Table 3: Several benefits that Zara get by adopting social media channel to perform business
operations
a) Brand awareness
b) Instant customer feedback
c) Supply chain optimization
0
2
4
6
8
10
12
14
16
18
20
20
15 15
Frequency
Figure 3: Several benefits that Zara get by adopting social media channel to perform
business operations

Interpretation:- Social media platform brings up several benefit to an organisation by
simplifying the operations and process of marketing or interacting with customers. This in turn
help in providing enough time to enhance the quality of performance in order to keep the
customers satisfied with the available product or services. By evaluating the data gathered over
this, it has been determined that 20 out of 50 respondents believe that it support in increasing
brand awareness as information is much quickly shared by people with their reference groups,
relative and friend at social media platform. Another 15 respondents said that social media
channel support in brining instant customer feedback about the product that help in determining
the like or dislike of customers that contribute toward improving product much frequently. On
the other side, 15 respondents said that it help in achieving the supply chain optimization as it
support in predicting the demand of customers in advanced so that product can be arranged
accordingly without any kind of wastage. Hence it has been determined that the majority of
people believes that brand awareness is the major benefit that Zara get after extending its
business to electronic medium with the help of social media channels as it support them in
circulating a message to millions of people at a time which then get shared by them to other
persons.
Theme 4: More favourable social media platform for Zara to promote its designs
Q4.Among the following which one is more favourable social
media platform for Zara to promote its designs?
Frequency
a) Instagram 30
b) Twitter 10
c) Facebook 10
Table 4: More favourable social media platform for Zara to promote its designs

Interpretation:- There are number of platform which an organisation may use in order to
promote its product or service at social media platform such as Instagram, twitter, Facebook etc.
which is basically used by majority of people specially the youngsters throughout the world as a
medium to share information, ideas, messages, picture etc. These all proves to be more
appropriate activities which support Zara in performing its online business operations in more
effective manner. By gathering the information it has been identified that 30 out of 50
respondents believe that Instagram is one of the most effective channel which is used by larger
number of people to share up the information. But another 10 respondents said that twitter is
more effective channel for Zara to perform marketing where people are connected with the
celebrities directly which proves to be more fruitful to adopt the designs of Zara. But another 10
state that Facebook is more appropriate social media channel which support Zara where it can
post picture related with the new design to promote in marketplace. From this it has been
determined that majority of people believes that Instagram is more effective platform and more
in trend as compare to other where Zara can promote its product by posting the picture of
product as well as picture or videos of happy customers in order to influence the purchasing
decision of others.
a) Instagram b) Twitter c) Facebook
0
5
10
15
20
25
30
30
10 10
Frequency
Figure 4: More favourable social media platform for Zara to promote its designs

Theme 5: Several factors that pushes Zara toward adopting social media platform
Q5.What are the several factors that pushes Zara toward adopting
social media platform?
Frequency
a) Broader customer base 15
b) Easy access to new market 20
c) Competitive edge 15
Table 5: Several factors that pushes Zara toward adopting social media platform
Interpretation:- From the above mentioned information it has been identified that there
are several favourable factors which pushes an organisation to approach social media channels in
order to experience the growth as well as success at marketplace in term of increasing customer,
market base, easy promotion, defeating competitors etc. By performing the evaluation over this it
has been determined that 15 out of 50 respondents said that social media help in increasing the
customers base which attracted Zara toward it. Apart from this another 20 respondents said that
a) Broader customer base
b) Easy access to new market
c) Competitive edge
0
2
4
6
8
10
12
14
16
18
20
15
20
15
Frequency
Figure 5: Several factors that pushes Zara toward adopting social media platform

social media platform provide a benefit of accessing the new market easily by Zara. But 15
respondents said that competitive edge is consider to be the main factor which attracted Zara
toward adopting social media networking site. Hence from this analysis it has been identified
that easy access to market is most appropriate factor which attracted Zara toward starting up its
business operations over social media networking sites. This is so because majority of people
uses social networking sites in order to interact with their close ones by sharing their feelings,
pictures, memories or information about something which make it easier for Zara to promote its
brand in effective manner.
Theme 6: Social media platform support Zara in dealing with competition present in market
Q6.Does social media platform support Zara in dealing with
competition present in market?
Frequency
a) Yes 40
b) No 10
Table 6: Social media platform support Zara in dealing with competition present in market

Interpretation:- Social media platform support in approaching larger number of
consumers that reside over a several different location by using electronic medium which
connected people over a single network. This also support several businesses to operate their
marketing activities over this platform which brings up larger number of consumers for making
purchases. From the above mentioned information it has been determined that 40 out of 50
respondents are agreed with the fact that social media platform support Zara in dealing with the
competition, but the other 10 respondents said no to this. Hence it has been determined that the
majority of people are agreed with this, as social media platform support Zara in approaching
larger number of customers and maintaining a direct interaction with the customers in order to
influence their choice and decision about its product or services. In addition to this social media
platform also provide Zara an opportunity to offer more customised services to its customers for
achieving maximum satisfaction which provide them with a factor to choose Zara over the other
presented brand.
Theme 7: The several business operations that Zara perform using social media platform
Q7.What are the several business operations that Zara perform
using social media platform?
Frequency
a) Yes b) No
0
5
10
15
20
25
30
35
40
40
10
Frequency
Figure 6: Social media platform support Zara in dealing with competition present in market

a) Customer support services 15
b) Promotions & sales 20
c) Marketing research 15
Table 7: The several business operations that Zara perform using social media platform
Interpretation:- Social media platform provide a medium of interacting and connecting
people over a single link as a result of which it enhance the performance of the organisation by
promoting the products or making it available to the consumers much quickly. By performing
investigation over this it has been found that 15 out of 50 respondents said that the customer
support service is the major operation that Zara perform with the help of social networking site
as it make this much easier to interact with customers and resolving the issues they are
experiencing. But another 20 respondents said that the promotion as well as sale is the major
function that Zara perform using social media platform. On the other hand 15 respondents said
that marketing research is consider to be most essential business operations that Zara perform by
making use of social media platform. Hence, from this evaluation it has been identified that
a) Customer support services
b) Promotions & sales
c) Marketing research
0
2
4
6
8
10
12
14
16
18
20
15
20
15
Frequency
Figure 7: The several business operations that Zara perform using social media platform

majority of people believe that promotion and sale is that major business operation that Zara
performed at social media platform as it provide a medium where the information is being shared
quickly to larger number of people and also possible to interact with them directly which is not
possible using physical medium.
Theme 8: The basic challenges that get faced by Zara while incorporating with social media
platform for performing business operations
Q8.As per your perception, what are the basic challenges that get
faced by Zara while incorporating with social media platform for
performing business operations?
Frequency
a) Huge competition 20
b) Negative publicity 15
c) Hacker & cracker 15
Table 8: The basic challenges that get faced by Zara while incorporating with social media
platform for performing business operations

Interpretation:- Social media platform has also bring up several kind of challenges
despite of the benefits that it get by performing its operations using this medium. By performing
evaluation over this it has been identified that 20 out of 50 respondents said that Zara has faced
huge competition after adopting social media platform. But the 15 respondents said that negative
publicity performed by the people to criticise the brand which left a negative influence over the
customers who access the feedback of other people to form up their decision. On the other side
15 respondents said that fraud activities from the hacker or crackers is the biggest challenge in
front of Zara as it leads to negative publicity of the brand. From this it has been identified that
majority of people believes that competition is one of the biggest challenge that Zara has faced
while entering into social media platform as a medium to perform business operations. This is
because majority of players already present their which in order to promote or market their
product or services.
Theme 9: Changes get experienced by Zara after operating business using social media
platform
Q9.What changes get experienced by Zara after operating Frequency
a) Huge competition b) Negative publicity c) Hacker & cracker
0
2
4
6
8
10
12
14
16
18
20
20
15 15
Frequency
Figure 8: The basic challenges that get faced by Zara while incorporating with social
media platform for performing business operations

business using social media platform?
a) Increase in sale 15
b) Cost efficient promotions 15
c) Strengthening brand image 20
Table 9: Changes get experienced by Zara after operating business using social media platform
Interpretation:- Performance of business operations at social media channels brings up
several positive change to Zara which help in the success of the business. By performing
evaluation over this it has been identified that 15 out of 50 respondents believes that adoption of
this platform supported Zara in enhancing its volume of sale as it provide anytime anywhere
shopping to the consumers. On the other side 15 respondents said that social media platform has
brings up the cost efficient medium of promotion to Zara where it just required to post and share
information without spending much over broadcasting those things. Despite of this 20
a) Increase in sale
b) Cost efficient promotions
c) Strengthening brand image
0
2
4
6
8
10
12
14
16
18
20
15 15
20
Frequency
Figure 9: Changes get experienced by Zara after operating business using social media
platform

respondents said that social media platform allowed Zara in strengthening its brand image by
regularly updating the information regarding the product as well as activities performed by the
company. Hence, it has been determined that majority of people believes that by operating the
business at social media platform it become easier for the Zara to enhance its brand image by
regularly promoting the brand practices and interacting with customers to maintain positive
relationship.
Theme 10: Social media channels of Zara influence the buying behaviour of consumers
Q10.In what manner social media channels of Zara influence the
buying behaviour of consumers?
Frequency
a) Easy information availability 15
b) Provide medium to compare 20
c) Direct brand interaction 15
Table 10: Social media channels of Zara influence the buying behaviour of consumers
a) Easy information availability
b) Provide medium to compare
c) Direct brand interaction
0
2
4
6
8
10
12
14
16
18
20
15
20
15
Frequency
Figure 10: Social media channels of Zara influence the buying behaviour of consumers

Interpretation:- The marketing performed at social media platform allows the
respondents in influencing the buying behaviour of consumers by making the access to product
much easier or convenient fro them. From this evaluation it has been identified that 15 out of 50
respondents said that it support in ensuring the easy availability of information to consumers
which they required to form up purchasing decision. On the other side the 20 respondents said
that social media platform show case the product or design of several different brand which
support consumer to compare the product or choose best one as per their comfort. Despite of this
15 respondents said that direct brand interaction is the major benefit that Zara get which allows it
to maintain positive relationship with customers. From this it has been determined that majority
of people believes that social media platform provide a medium of comparison which allows
Zara to differentiate its product or services from that of others.
Theme 11: Influence that social media places over sales performance of Zara
Q11.Which kind of influence does social media places over sales
performance of Zara?
Frequency
a) Positive 30
b) Negative 10
c) Neutral 10
Table 11: Influence that social media places over sales performance of Zara

Interpretation:- By evaluating the information presented above it has been identified
that 30 out of 50 respondents believe that use of social media platform brings up positive impact
over the sales performance of Zara. But on the other side 10 respondents said that it brings up
negative influence over the sales of company, where 10 respondents said that this impact is
neutral within the organisation. Hence it can be said that majority of people are in favour that
social media platform have positive influence over the sales performance of Zara. This is so
because it help in brining more and more consumers at the webpages of Zara in order to purchase
the product or services or share the information with their closed ones.
Theme 12: Measures that Zara consider in order to deal with the negative instances associated
to social media
Q12.What measures does Zara consider in order to deal with the
negative instances associated to social media?
Frequency
a) Increase privacy & security 15
b) Resolving issues quickly 15
c) Responding to feedbacks 20
a) Positive b) Negative c) Neutral
0
5
10
15
20
25
30
30
10 10
Frequency
Figure 11: Influence that social media places over sales performance of Zara

Table 12: Measures that Zara consider in order to deal with the negative instances associated to
social media
Interpretation:- From the above mentioned information it has been determined that
social media also have negative influence over the performance of Zara or customers perception
along with its benefit which are required to be rectified for better market success. Among them
15 out of 50 respondents believe that Zara must focuses toward increasing the security or privacy
measures. But another 15 state that support team of Zara must focuses toward resolving issues
quickly but another 20 respondents said that they must focuses toward responding over
feedbacks. From this it has been identified that majority of people are in favour of feedback
response as it help in creating value among customer when they get quicker response to their
queries which further support in converting the negative comments into informative information
with the help of positive responses.
a) Increase privacy & security
b) Resolving issues quickly
c) Responding to feedbacks
0
2
4
6
8
10
12
14
16
18
20
15 15
20
Frequency
Figure 12: Measures that Zara consider in order to deal with the negative instances
associated to social media

CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND
IMPLICATIONS FOR FURTHER RESEARCH
7.1 Conclusion
Social media is the platform with which managers of association can interact and gain
knowledge about external environment. With change in working operations, there is requirement
of proper planning through which operations can be performed in effective manner and they are
able to determine changes in outcome as well. While using social media, it is easy to
communicate with external people and make operations in appropriate and specific manner.
There are some issues as well which might arise such as lack of privacy, knowledge to
competitors, etc. so managers have to take proper actions to deal with it. This is the hep way to
communicate with consumers and taking their feedbacks.
When there is launching of some new products or offers, discounts, etc. then social media
is the easiest way and get positive impact on growth of overall association. As there are many
organisations working in fashion retail sector, so it will be easy and reliable to market through
social media. This also makes association compatible to other organisations. If there is change in
consumer preferences and trends, then with getting feedback on social media, it is easy for
managers of determine it. Social media also makes ease in communicating among different
departments and outlets working at different locations.
7.2 Recommendations
The role of social media is positive in concern of organisational growth and development
but there are some issues as well which has to be dealt . Some recommendations are as under-
There must be use of proper internet jammers and encryptions through which
operations can be performed. When some unauthentic person use official sites then they must
have to register. This reduces possibilities of hacking information.
Competitors policies must be studied regularly through which operations can be guided
and directed for conducting it. This makes ZARA competent to other organisations. Consumers
will also get relevant information which they requires.
If there is negative comment from consumers, then marketing department of ZARA must
take actions against it and make strategies for overcoming it. After taking actions, there must be
revert at social media platform only so consumers can get to know reasons and after results of it.

There must be proper training and learning sessions through which operations are
performed and conducted in effective and relevant manner. When workers are aware about
changes, then it will be easy for them to accept new working style.
7.3 Implications for further research
I am happy that I got this opportunity to perform investigation over the influence of
social media over an organisation. By performing this study I get to know about changes in
working operations with use of social media platform. When I conduct this investigation, I am
able to analyse and determine role of social media and ways through which better outcome can
be achieved. If in near future, I will work in an organisation or conduct own business, then I will
prefer to use social media because this is the best way to communicate with consumers. I gain
knowledge about different tools and techniques which are used. If in future, similar research will
allotted to me then I am able to conduct operations properly and conduct operations in better and
effective manner.
I am able to conduct activities properly which makes proper determination of operations
and makes changes in efficient manner. I am able to make proper strategies for managing team
and lead them. I am able to complete this investigation with proper team management and
guidance. But there is major issue of personal conflicts among workers. But I communicate with
them, so in case of any major issue, I plan a meeting and resolve it as soon as possible. This
makes good relations and negligible possibilities of doubt. In future, if research will allotted to
me, then I will use secondary sources of information because primary source is time consuming.
I will try to assign task as per skills and proficiency of team mates.

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APPENDICES
Appendix 1
Questionnaire
Q1. Are you aware about the concept of social media marketing?
a) Yes
b) No
Q2. As per your view point, does social media aid up in enhancing the performance of an
organisation?
a) Yes
b) No
Q3. What are the several benefits that Zara get by adopting social media channel to perform
business operations?
a) Brand awareness
b) Instant customer feedback
c) Supply chain optimization
Q4.Among the following which one is more favourable social media platform for Zara to
promote its designs?
a) Instagram
b) Twitter
c) Facebook
Q5.What are the several factors that pushes Zara toward adopting social media platform?
a) Broader customer base
b) Easy access to new market
c) Competitive edge
Q6.Does social media platform support Zara in dealing with competition present in market?
a) Yes
b) No
Q7.What are the several business operations that Zara perform using social media platform?
a) Customer support services
b) Promotions & sales
c) Marketing research

Q8.As per your perception, what are the basic challenges that get faced by Zara while
incorporating with social media platform for performing business operations?
a) Huge competition
b) Negative publicity
c) Hacker & cracker
Q9.What changes get experienced by Zara after operating business using social media platform?
a) Increase in sale
b) Cost efficient promotions
c) Strengthening brand image
Q10.In what manner social media channels of Zara influence the buying behaviour of
consumers?
a) Easy information availability
b) Provide medium to compare
c) Direct brand interaction
Q11.Which kind of influence does social media places over sales performance of Zara?
a) Positive
b) Negative
c) Neutral
Q12.What measures does Zara consider in order to deal with the negative instances associated
to social media?
a) Increase privacy & security
b) Resolving issues quickly
c) Responding to feedbacks
Q13. Recommend the measures for getting maximum customer satisfaction by making use of
social media marketing?
Appendix 2
Sample 1
Questionnaire
Q1. Are you aware about the concept of social media marketing?

a) Yes ✓
b) No
Q2. As per your view point, does social media aid up in enhancing the performance of an
organisation?
a) Yes ✓
b) No
Q3. What are the several benefits that Zara get by adopting social media channel to perform
business operations?
a) Brand awareness
b) Instant customer feedback ✓
c) Supply chain optimization
Q4.Among the following which one is more favourable social media platform for Zara to
promote its designs?
a) Instagram ✓
b) Twitter
c) Facebook
Q5.What are the several factors that pushes Zara toward adopting social media platform?
a) Broader customer base
b) Easy access to new market
c) Competitive edge ✓
Q6.Does social media platform support Zara in dealing with competition present in market?
a) Yes ✓
b) No
Q7.What are the several business operations that Zara perform using social media platform?
a) Customer support services
b) Promotions & sales ✓
c) Marketing research
Q8.As per your perception, what are the basic challenges that get faced by Zara while
incorporating with social media platform for performing business operations?
a) Huge competition ✓
b) Negative publicity

c) Hacker & cracker
Q9.What changes get experienced by Zara after operating business using social media platform?
a) Increase in sale
b) Cost efficient promotions ✓
c) Strengthening brand image
Q10.In what manner social media channels of Zara influence the buying behaviour of
consumers?
a) Easy information availability
b) Provide medium to compare
c) Direct brand interaction ✓
Q11.Which kind of influence does social media places over sales performance of Zara?
a) Positive ✓
b) Negative
c) Neutral
Q12.What measures does Zara consider in order to deal with the negative instances associated
to social media?
a) Increase privacy & security
b) Resolving issues quickly
c) Responding to feedbacks ✓
Q13. Recommend the measures for getting maximum customer satisfaction by making use of
social media marketing?
Sample 2
Questionnaire
Q1. Are you aware about the concept of social media marketing?
a) Yes
b) No ✓
Q2. As per your view point, does social media aid up in enhancing the performance of an
organisation?
a) Yes ✓

b) No
Q3. What are the several benefits that Zara get by adopting social media channel to perform
business operations?
a) Brand awareness ✓
b) Instant customer feedback
c) Supply chain optimization
Q4.Among the following which one is more favourable social media platform for Zara to
promote its designs?
a) Instagram
b) Twitter ✓
c) Facebook
Q5.What are the several factors that pushes Zara toward adopting social media platform?
a) Broader customer base ✓
b) Easy access to new market
c) Competitive edge
Q6.Does social media platform support Zara in dealing with competition present in market?
a) Yes ✓
b) No
Q7.What are the several business operations that Zara perform using social media platform?
a) Customer support services
b) Promotions & sales ✓
c) Marketing research
Q8.As per your perception, what are the basic challenges that get faced by Zara while
incorporating with social media platform for performing business operations?
a) Huge competition
b) Negative publicity
c) Hacker & cracker ✓
Q9.What changes get experienced by Zara after operating business using social media platform?
a) Increase in sale ✓
b) Cost efficient promotions
c) Strengthening brand image

Q10.In what manner social media channels of Zara influence the buying behaviour of
consumers?
a) Easy information availability ✓
b) Provide medium to compare
c) Direct brand interaction
Q11.Which kind of influence does social media places over sales performance of Zara?
a) Positive
b) Negative ✓
c) Neutral
Q12.What measures does Zara consider in order to deal with the negative instances associated
to social media?
a) Increase privacy & security
b) Resolving issues quickly ✓
c) Responding to feedbacks
Q13. Recommend the measures for getting maximum customer satisfaction by making use of
social media marketing?