Impact of Social Media on Marketing Operations

This assignment examines the effects of social media on marketing operations for a company like Zara. It highlights how social media can help in promoting products and services, developing strong relationships with customers, and analyzing customer needs. The researcher is recommended to use effective methods and applications to reach desirable goals and targets.

RESEARCH
PROJECT (B)

TITLE:
“To identify the impact of social media on marketing”.
CHAPTER 1: INTRODUCTION
1.1 Overview of research
Social media is the tool that helps to organisation in better communication by
interacting with buyers. Due to the effect of social media, the relation between goods and buyers
have transformed much. In current time period, an organisation create strategies in order to
analyse and understand the target customer's needs and demand. Social media has mainly
effect on the concern transaction and its purpose (Alalwan, 2017). There are various promotional
channels through which respective organisation can easily attract customers such as TV, radio,
Facebook, twitter, Instagram and many more. The report is supported on ZARA that is an
Spanish based fashion group in Artexio in Galicia. It is the global sizeable wearing apparel
retailer company. The first-hand goal of that assignment is to examine the aims and objectives
for research. Literature review assist in examine various writer and scholarly person views or
opinions regarding specific topic.
1.2 Background of organisation.
The report is based on the Zara which is an fast retail fashion retailers situated in
Artexio in Galicia. The organisation was based and constituted in 1975 by Amancio Ortega and
Rosalia Mera. It is the major trade name of the Inditex group. It is the worldwide big dress
merchant organisation. This fashion unit also own brands that includes Pull & Bear, Bershka,
Oysho and Zara Home.
1.3 Research aim
Aim of the project - “To identify the impact of social media on marketing in order to enhance
sale of business”. A study on Zara.
1.4 Research Objectives
Objectives -
 To understand the concept of social media.
 To analyse the influence of social media on the marketing operations of Zara.
 To determine the effectiveness of social media strategy for enhancing business sales.
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1.5 Research Questions
Questions -
 What is the concept of social media ?
 How to analyse the influence of social media on the marketing operations of Zara ?
 Determine the effectiveness of social media for enhancing business sales ?
1.6 Significance of research
The significance of study is to analyse major consequence of social media on
merchandising. This will helpful in boosting various kind of commodity and services among
customers and fulfil their needs or wants in better manner (Felix, Rauschnabel and Hinsch,
2017). Along with this, it is used for analysing and examining their desired customers
requirements as per this they are develop goods.
CHAPTER 2: LITERATURE REVIEW
2.1 Construct of social media
As per the point of view of Maya Dollarhide, 2019, Social media is a network or level
through which people can communicate their thoughts, ideas, information through their virtual
relationship. This type of communication is done with electronic mode therefore the requirement
of internet is must to establish this communication. There are a lot of content which can be
transferred to the social media platform such as photos, videos, blogs, papers, documents etc.
People use social media as a vast instrument in these days, therefore there are many
organizations also which uses this platform for the advertisement. This platform is cheaper, fast
and accurate to reach to the targeted customers easily. Social media is considered as a kind of
interactive media through which users can communicate with one another by photos, posts,
videos as well as content. YouTube, forums, message boards and blogs etc all these are types of
social media. It is the content that individuals create as well as share together (Ashley and Tuten,
2015). This is also known as the online communication channel and it facilitates a platform to
person to interact with each other.
The traditional methods of advertisement are very slow in front of social media platform.
Globally, there are more than 3 billion users of social media which will increase in the upcoming
years as the technology will boost. People uses this platform to stay communicated with their
friends, family and other relatives. There are many optimistic and pessimistic sides of social
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media also. The positive thoughts is its utilize-rs can stay connected with their personals and the
organizations and also governments uses this platform for their advertisements. The negative
thought of social media is that the intruders uses this platform to breach the personal data of
users. Apart from that, many of the users uses this platform to make the mob aggressive so as to
fulfill their personal needs. This will enable the negative thoughts against the humanity such as
terrorism etc.
2.2 Effect of social media on the marketing transaction of Zara
As per point of view of Sunny Popali, there are various effect of social media on the
merchandising operations of organisation. In proceeding of Zara, following is the impact of
social media on the marketing workings of them.
Growth of societal signals: Social media enhances the name and fame of a company in
the market place. This will allow Zara to keep on running with the needs and demands of
customers. Apart from that, as much the people like the post and brand name of Zara, more the
chances of increasing the web page rising up in the search engine (Godey, 2016). This rising in
the web plage search engine help the industry to keep in touch with more customer and
increasing their base.
Promoting company brand and consciousness: Social media users always help the
organization like Zara to increase the fan following on the platform by liking and sharing the
post, videos and information about the company. This will help the industry to increase their
customer base among its rivals. Apart from that, this also allow the company to create awareness
about the product which will allow them to increase their customer also.
Easy to identify the targetted customers: The users of social media share their personal
information such as sex, likings, disliking, perception, living standard etc. on social media. This
personal data help the industries to identify their target customers easily. Therefore, the
organizations are able to know about the necessarily and request of their targetted buyers easily
and thus helped in increasing customer base.
2.3 Effectuality of social media scheme for heighten concern income.
According to view of Jones, Borgman and Ulusoy (2015) Social media is broadly refer as
internet site which permit users in order to develop and make, comment, share and differently
exchange information and ideas from one person to another. Social media marketing play an
essential function in heighten sales but it lack in understanding on how to reaching with such
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results or outcomes. It helps to gain attention of number of customers in the sizeable market
place. Social media has became one of the effective tool which can be used by brands in order to
match with their targeted customised base. This can be analysed by there are around 88% of the
people on social media follow brands which they want to associated with. They need to stay
updated with latest offerings of the products and in return want effective support for their
grievances. This makes social media presence critical for al businesses, small, local, international
in every industry. It will assist in increase aid of amount of customised in order to range with
wanted customers (Kim, Lim and Brymer, 2015). Social media marketing can be highly fruitful
if businesses does not forget that no social media channel is a broadcast platform, it is a
conversation medium. However, there are some brands which are taken in this social media
interaction and communication. Social media usage mobile telephone applications, continues to
spread out without boundary of age, sex and ethnicity.
Social media is an effective method which assist organisation in limit with desirable
objectives in amended way. That helps in using appropriate methods in order to increasing
concern development and attainment level. In addition to, social media is that strategy which
assist them in achieving possible customised that is consenting to purchase such kind of products
and services.
CHAPTER 3: RESEARCH METHODOLOGY
It is the procedure that can be utilised for collecting and gathering correct data with
information that has main aim is to develop and formulate enterprise decision. There are various
method of conducting investigation such as surveys, interview, questionnaire and various
investigation technique which are exist and historical information and data in effective manner
(Minazzi, 2015). It is the technological method which can be adopted in investigation and it is
mainly based on abilities of others to duplicate this research.
3.1 Research Philosophy
It is the value and feeling about the manner through which data has been gathered and
collected in better manner. There are two kind of investigation approach which consider
interpretivism and positivism. In this, interpretivism involves investigator required to interpret
the elements of this study, thus it is mainly combine human interest into the report. On the other
hand, positivism is the philosophical theory which stating the knowledge that is supported on
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natural phenomena and their properties and dealings (Kumar and et. al., 2016). In this report,
positivism is used in order to interpret main data and information in effective manner.
3.2 Research Approach
It is the procedure which mainly belong with phase in advanced prediction and
assumptions in detailed manner in order to collecting accurate data and collection, interpretation
and analysis. Along with this, there are different methods of research approach such as inductive
and deductive (Ngai, 2015). In the existing study, deductive approach applied to collecting and
assembling correct facts with figures for completing particular report.
3.3 Research Methods
It is refer as that tool and method that should be utilised to do research in improved way.
There are two method of conducting research such as qualitative and quantitative that enables
investigator in order to gathering and assemble facts. In this, qualitative research methodology is
utilised for assembling and collecting only descriptive information that help in gaining
appropriate content for developing investigation. quantitative method is applied to collect and
selecting numerical and statistical facts which are used while formulating an investigation. The
present report is based on qualitative methodology of investigation that should be utilised for
completing research report.
3.4 Research Methodology
In this section, it is an effective procedure that assist in gathering and collecting facts and
figures which main aim is to develop appropriate decisions (Alalwan, 2016). The methodology
includes surveys, questionnaire, examination, research paper, publication research and it will
involves both existing and real information.
3.5 Research Instrument
That is the methodology used for aggregation and gathering correct information for
specific study of an investigation. There are various tools and instrument that assist in gaining
views of respondents such as interviews, surveys, questionnaire forms and interview guides that
are mainly considered as research tools and methods. In this an investigation tools are used by
researchers and searchers which help in assessment instrument and it includes informal
observations, surveys and many more.
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3.6 Sampling
It is the procedure that can be applied in applied math investigation in which planned
amount of discover which are taken from huge grouping. In this, method is utilised to take
example from a bigger group which are rely upon kinds of investigation sampling (Lam, Yeung
and Cheng, 2016). That is the process for selecting sample members from huge population. In
that, majorly three kind of sampling methodology such as simple random sampling, cluster
sampling and stratified sampling. In that research project, they are select 30 respondents who are
given their views and opinion regarding specific research topic. While choosing sampling,
respective firm director can easily select different methods such as simple random sampling,
random sampling and many more.
3.7 Identifying Population and Research Site
A research site define as the single organisation which is mainly responsible for
conducting the research along with respondents at particular location. An investigator are select
such place or position where they can easy to doings investigation with the help of respondents
regarding specific topic. In addition to this, investigation land site mention as such place in
which investigator required to conduct inquiry and analyse the topic in proper manner. There are
various kind of investigation sites such as organisation, hospitals, corporations and field
investigation. It is required to a investigator is to usage different factors by that organisation
easily perform activity in order to reaching with wanted objectives and targets.
3.8 Sampling Strategy
That is process that should be utilised by investigator for identifying with recognising
brief summary of topic in impressive way. In that, an investigator are able for find out straight
outcome as per their needs and demand of the research (Momany and Alshboul, 2016). There
are four types of sampling strategies through which a company can gather and collect correct
facts and figures such as cluster, multistage simple random sampling, and systematic random
sampling. It is essential for company is to avail or select straight sampling plan of action by that
organisation can identify appropriate strategy which are relevant as per the research.
3.9 Ethical Implications
In this section, it will show an necessary function in move out major action and role that
can help in gaining attention of desirable customised. At the time of management investigation,
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there are various issues and difficulty which are featured by researcher in order to execute their
concern purpose and action. In this, main issue occur such as cost and time in this research
report. Researcher are mainly responsible for securing and safely all private data and information
that are accompanying to responsive or participants in better way (Schivinski and Dabrowski,
2015). If investigator does not precede philosophy thinking so there are certain risks and
concerns develop which are associated with legal practices that includes fine or punishment.
CHAPTER 4: FINDINGS (DATA ANALYSIS)
QUESTIONNAIRE
Q.1. Are you aware about the concept of social media ?
 Yes
 No
Q.2. What is the importance of social media for an organisation ?
 Building relationship
 Communicating with potential customers
 Increasing brand visibility
Q.3. Do you think social media help company in promoting variety of products and services ?
 Agree
 Disagree
Q.4. What is the role of social media on the marketing operations of Zara ?
 Easily gain attention of customers
 Spread product details
Q.5. Does social media assist in enhancing business sales and profitability level ?
 Yes
 No
Q.6. What is the impact of social media on marketing in increasing income and revenue ?
 Better customer service
 Make connectivity
 Cost efficient
Q.7. What are the issues arise while implementing social media within an organisation ?
 Develop appropriate strategy
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 Contact with authentic customers
 Security issues
Q.8. Does social media help Zara in providing correct details and information about their
products ?
 Agree
 Disagree
Q.9. What is the main advantage of social media for an organisation ?
 Promote products and services
 Develop strong relationship
Q.10. Do you have any suggestion regarding impact of social media on marketing in order to
enhance sale of business.
CHAPTER 5: DISCUSSION (DATA INTERPRETATION)
Theme 1: Conception of social media
Q.1. Are you aware about the concept of social
media ?
Frequency
 Yes 25
 No 5
8
25
5
Yes
No

Interpretation: It should be examined that social media is an effectual operation that assist
organisation in communicating with interacting with desired buyer. In that approximately 25
communicator who are accept on this evidence in which thy are aware about the conception of
social media in improved way. Part of the 5 communicator are said no for this circumstance in
that are not know about the thought of social media.
Theme 2: Importance of social media for an firm
Q.2. What is the value of social media for an
organisation ?
Frequency
 Building relationship 10
 Communicating with potential
customers
15
 Increasing brand visibility 5
Interpretation: it can be examined that social media is an essential method which aid them in
reach with national as well as global customers. There are around 10 responsive who are agree
on that social media is most important method which is used by Zara in order to build strong
relationship. Rest of the 15 respondents are said social media is accommodating in
communication with customised who are consenting to buy goods. the 5 respondents are agree
on that it will help in accelerative brand profile in the market.
Theme 3: Social media enables to company in promoting variety of products and services
9
10
15
5
Building relationship
Communicating with potential
customers
Increasing brand visibility

Q.3. Do you think social media help company
in promoting variety of products and services ?
Frequency
 Agree 27
 Disagree 3
Interpretation: social media help firm in order to promote variety of product and work in the
large market place. Majorly 27 responsive that accept on that evidence in which they can easily
promote their products among consumer through social media. Remainder of the 3 responsive
are differ on that statement that are consider social media does not assist in creating awareness
and promoting different types of facilities.
Theme 4: Role of social media on marketing operations of Zara
Q.4. What is the role of social media in
marketing operations of Zara ?
Frequency
 Easily gain attention of customers 20
 Spread product details 10
10
Agree Disagree
0
5
10
15
20
25
30 27
3
Column B

Interpretation: From the preceding represented tabular array, it can be examined for social
media show necessary function in operating with regulating marketing functions of Zara. There
are approximately 20 respondents who are accept on that it is easy to increase aid various
number of customers by offer them required goods. rest of the 10 responder are aforesaid that it
will help in expanding and spreading products information and details in improved way.
Theme 5: Social media assist in enhancing enterprise sales with profitability level
Q.5. Does social media assist in enhancing
business sales and profitability level ?
Frequency
 Yes 26
 No 4
11
Easily gain attention of customers Spread product details
0
2
4
6
8
10
12
14
16
18
20
20
10
Column B

Interpretation: social media help company in increasing customer base and gain goodwill in
the market point. There are about 26 responsive who are said yes for this evidence in which they
think social media is that method which assist in heighten enterprise selling. Balance of the 4
responsive are said no for this thinking.
Theme 6: Consequence of social media on marketing in accelerative income with revenue
Q.6. What is the impact of social media on
marketing in increasing income and revenue ?
Frequency
 Better customer service 5
 Make connectivity 10
 Cost efficient 15
12
Yes No
0
5
10
15
20
25
30 26
4
Column B

Interpretation: the impact of social media is directly make relationship with customers and
seller in better manner. There are approximately 5 respondents who are accept on that social
media assist in development customer services. The 10 respondents are said that this will aid in
making connection with desired buyers in order to enhancing income and revenue. Remaining of
the 15 responder are said that this is cost efficient in each manner.
Theme 7: Issues arise at time of implementing social media within firm.
Q.7. What are the issues arise while
implementing social media within an
organisation ?
Frequency
 Develop appropriate strategy 10
 Contact with authentic customers 10
 Security issues 10
13
5
10
15 Better customer service
Make connectivity
Cost efficient

Interpretation: There are different issues and inquiring are occurs at the time of apply social
media in an administration. It will help in reaching with desired customers and gain high
financial gain . There are around 10 responsive who are concord on that argument in which it
will develop or formulate appropriate strategy which reduces issues and challenges. The 10
responsive are said that they need to make contact with authentic customers and buyers in better
manner. Remaining of the 10 respondents are said that security is the major issue which create
problem while implementing social media in an organisation.
Theme 8: Social media help Zara in providing correct details and information about their
products
Q.8. Does social media help Zara in providing
correct details and information about their
products ?
Frequency
 Agree 15
 Disagree 15
14
10
10
10
Develop appropriate strategy
Contact with authentic
customers
Security issues

Interpretation: Social media assist Zara company in providing details and information
regarding their products. All the desired customers of an organisation are getting correct
information and data about their offering products in better manner. There are approximately 15
responsive who are accept on that evidence in which they believe it will assist in providing
accurate data and information to the buyers through online basis. The 15 respondents are discord
on that regime.
Theme 9: Advantage of social media for an firm.
Q.9. What is the main advantage of social
media for an organisation ?
Frequency
 Promote products and services 25
 Develop strong relationship 5
15
Agree Disagree
0
2
4
6
8
10
12
14
16
15 15
Column B

Interpretation: It should be evaluated that there are different benefits that are render by social
media within an administration. That helps in reaching with desired customers and offer required
products . There are approximately 25 responsive who are agree on that argument in which they
consider it will promote new and unique type of products. there are about 5 responder who are
said that it will mainly assist in processing powerful relationship with their customers in better
manner. Also satisfy their needs and wants by offering them necessary goods.
CHAPTER 6: CONCLUSION, RECOMMENDATION AND IMPLICATION
FOR FURTHER RESEARCH
6.1 Conclusion
Social media is the method which help organisation in communicating and interacting
with customers. Due to the effect of social media, the relationship between goods and consumers
have transformed a good deal. Social media is specifically refer as web site which permit users in
order to develop and make, comment, share and otherwise dealing with data and thought from
one person to another. Social media marketing show an necessary duty in heighten sales but it
lack in understanding on how to reaching with such results or outcomes. Social media
immediately effect on concern operations and functions in better manner. Social media is a
network or platform through which people can communicate their thoughts, ideas, information
through their virtual relationship. There are various effect of social media on the merchandising
transaction of an organization. In case of Zara, following is the impact of social media on the
marketing operation of it. This will assist the industry to increase their customer base among its
rivals. This will allow Zara to keep on running with the needs and demands of customers.
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25
5
Promote products and services
Develop strong relationship

6.2 Recommendation
It should be suggested that social media is the best methodology that is used by Zara
company. This will help in encouraging variety of products within consumers in better manner.
company can use that method for analysing and examining their new buyers needs as per this
they make proper modifications. This will assist in satisfying and fulfilling all buyers wants and
requirements in better manner.
6.3 Implication for further research
It can be examined that research worker want to follow more effective method which
help them in smoothly achievable attending of both native and global consumers for Zara goods
with services. They need to maintain and manage all business operation with the assist of using
social media networking site. The researcher require to update and upgrade their new techniques
or methods in order to reach with high financial gain and profitableness for future time period.
Along with this, it necessary for the firm is to reach with desirable goals and targets by using
effective methods and applications.
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