The impact of social media in organisation

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.......................................................................................................................................