Social Media Impact on Society

This assignment delves into the multifaceted influence of social media across diverse domains. It examines how social network sites shape adolescent development, brand perception, consumer engagement, and sustainable practices. The provided journals explore theoretical frameworks, empirical findings, and future directions in social media research.

RESEARCH PROJECT

Table of Contents
TITLE:...........................................................................................................................................................1
INTRODUCTION:..........................................................................................................................................1
1.1 Overview of the research ..................................................................................................................1
1.2 Significance of the study....................................................................................................................1
1.3 Research Aims....................................................................................................................................2
1.4 Research Objectives...........................................................................................................................2
1.5 Research questions............................................................................................................................2
1.6 Research Issues..................................................................................................................................3
CHAPTER 2: LITERATURE REVIEW................................................................................................................3
2.1 Introduction.......................................................................................................................................3
2.2 Identifying the effectiveness of social media advertising in this modern world................................3
2.3 Factors used to influence the organisational performance...............................................................4
2.4 Impact of Social Media advertising in influencing organisational growth..........................................4
CHAPTER 3: RESEARCH METHODOLOGY......................................................................................................5
3.1 Type of Investigation .........................................................................................................................5
3.2 Research Design.................................................................................................................................5
3.3 Research Philosophy..........................................................................................................................6
3.4 Research Approach............................................................................................................................6
3.5 Data Sampling....................................................................................................................................6
3.6 Data Analysis......................................................................................................................................6
3.7 Ethical Consideration.........................................................................................................................6
CHAPTER 4: DATA ANALYSIS........................................................................................................................7
CHAPTER 5: CONCLUSION AND RECOMMENDATION................................................................................16
5.1 Conclusion.......................................................................................................................................16
5.2 Recommendations...........................................................................................................................16
REFERENCES ..............................................................................................................................................18

TITLE:
“To ascertain the effectiveness of social media advertising in influencing the
organisational growth”. A Case study on Dealroom company.
INTRODUCTION:
1.1 Overview of the research
In this modern world, every company aims at making more and more profits so that they
are able to gain a good place in market. For completing this purpose, companies use digital
technologies in order to enhance their growth by improving their performance in market. Digital
technologies are like a boon for the companies because it contains various tools and techniques
that helps them in improving their performance and helps in achieving success. Social media
advertising is included in digital technology only. It is very helpful for companies to promote
themselves in market and increase their customers. This ensures growth and development also in
companies that are using this (Ahn, 2011). Social media advertising is a trend now and almost all
companies are using it for their benefits. Since there are so many companies now that are using
digital media in order to promote their high quality products in market. So, there needs to be a
strategy which the companies need to adapt so as to divert more and more customers. Dealroom
company is a digital technology company which helps corporates and investment firm in
identifying high growth companies. It is a platform for data, analytics and research on
technology and venture capital. Founded in 2013 in Amsterdam, the company has become
Europe's leading venture capital database, tracking over 500,000 companies and 10000 investors.
1.2 Significance of the study
The current research is based on ascertaining the effectiveness of social media advertising
in influencing the organisational growth. In this era, firms are utilising digital media so much
that its each and every activity is conducted with the help of technology only. This is because it
helps in improving their performance and profit level as well (Booth and Matic, 2011). Social
media is an unbreakable part of digital technology and is being preferred heavily by all the firms
also. This form of media is used by each and every person now and thus firms try to connect with
their target customers through this. This helps immensely in growth and development of the
company. In this modern scenario, government is also trying their best to bring digitalisation in
the whole country so as to bring advancements in the methods that are used by companies. Social
1

media is very helpful in identifying the taste and preferences of the customers. Through this,
people who are associated with the company also contact few of its expected customers through
social media and communicate with them regarding the trend that is going on in the market
(Booth and Matic, 2011). This will be very helpful for company to grow themselves in the market
and achieve success.
1.3 Research Aims
It is considered as the most important part of this research project because all the research
activities that will be conducted in the project will be based on this aim only. This aim will
provide help to the researcher in carrying out all the activities effectively and efficiently. The aim
of present study is “ To ascertain the effectiveness of social media advertising in influencing the
organisational growth. A Case study on Dealroom company”.
1.4 Research Objectives
A research objective can be defined as a clear and concise statement that helps the
researcher in investigating the variables in a correct way. It is also helpful in creating suggestions
and recommendations to the researcher on the basis of accumulated findings (Bruhn,
Schoenmueller and Schäfer, 2012. ). Here, few components are being designed by the researcher
which is connected with the aim of the project. They are described as -
 To identify the effectiveness of Social media advertising in the modern world,
 To identify the factors that are influencing organisational growth ,
 To analyse the impact of social media advertising in influencing organisational growth,
1.5 Research questions
Present-day research is based on ascertaining the effectiveness of social media
advertising in causing organisational growth. Social media is very much effective in adding high
competitive advantage in market. In this research part, few questions are being prepared on the
basis of research objectives mentioned earlier which will be helpful in distinguishing the points
that are very important to be covered while ding the research work (Chu and Kim, 2011).
Questions that are designed are -
 How to identify the effectiveness of social media advertising in an organisation ?
 What are the factors that are helping in organisational growth in the economy?
2

 How to analyse the impact of social media advertising in influencing organisational
growth?
1.6 Research Issues
While conducting the research, the investigator has to face various issues and conflicts
that he is unknown of. It is very difficult for the researcher to detect the problems that may arise
in future; they can come at anytime and anywhere. So for a safer side, the investigator should be
ready with a backup plan which he can implement in order to solve the issues and conflicts. One
of the greatest issue with which the researcher has to deal with is the time issue (Dempsey,
Bramley, Power and Brown, 2011). It is very difficult for them to complete the activity in the time
particularly allotted to complete them. The time allotted was very less and they were facing
issues in finding the appropriate data which can be used by them in conducting the research
activities. The other issue was the funds that are being allotted against a particular activity. So, it
is essential for the researcher to allot right amount of funds for a particular activity so that there
is no shortage of funds later on. Actually there is one more isue which is collecting reviews from
the respondents where lots of issues are faced by the investigator in analysing what they are
saying.
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
It can be assumed as the most helpful part of the research project. It provides help in
carrying out the entire research activities in an effective manner so as to get appropriate results.
This is used by the researcher most of the time so as to get detailed information from primary
and secondary sources (Denscombe, 2014). With this help of this, an investigator gets the
direction in which his research will be proceeded further. Here, in this section proper discussion
will be conducted with the help of viewpoints of different authors and researchers.
2.2 Identifying the effectiveness of social media advertising in an organisation
In the present scenario, it can be observed that social media is keeping their mark on each
and every individual now. In this way, they are also impacting the performance of companies
either directly or indirectly. According to Ahn (2011) social media is a very good measure in
order to reach out to people easily. An organisation can connect with more and more people
through this media. This is a widely used advertising method now. They are helping Dealroom
3

company in making a good connection with customers by knowing their taste and preferences
and then supplying goods according to that only. There are so many effectiveness of social media
advertising like:
It helps respective firm in enhancing knowledge of the company by letting them know
about their customers likes and dislikes of targeted buyers. Company can also transfer their ideas
to the customers through this media advertising (Kietzmann And et. al., 2012). It is cost efficient as
no extra cost is borne by the company in order to reach out the target customers. Here, the
company has to just make an id of themselves in any of the social media website.
2.3 Factors used to influence the organisational performance
As per the viewpoint of Booth and Matic (2011) the main purpose of every organisation is
to gain more and more profits and this will be achieved only when they will perform well in the
market and customers will like them. So, a firm needs to improve their market presence so that
the customers are able to see and recognise the brand. This will also help the company in gaining
competitive advantage. The various factors that helps the firm in improving themselves are –
 Improved ways to reach customers – Social media advertising is giving new ways to the
companies in order to target their customers. X4 group can easily make new customers by
promoting themselves online. There are several users that are willing to shift to another
company once they get a good offer.
 Managing the performance – It is major responsibility of the company to check that they
are performing well in the market or not. They should check that whether all of the workers
that are associated with the company are giving their best or not.
2.4 Impact of Social Media advertising in influencing organisational growth
According to the view of Bruhn, Schoenmueller and Schäfer (2012) Social media
advertising is playing a major role in helping the organisation grow in the market. They are
providing various new ways to connect with the customers (Lee, Park and Han, 2011). Now-r-days
their are so many social media websites are being created that can best advertise the products like
Facebook, Twitter, Linked in, Pinterest etc. Companies who are using these social media
platforms are able to reach their customers very easily. The impact that social media advertising
is having on company are as follows –
 It helps in improving the efficiency of the promotional process prepared by the marketing
team.
4

 The company gets all its customers at one single place and they need not to go at other
places to make new customers.
 It is cost efficient so the funds that are saved can be utilized by company in some productive
work.
It helps in improving the skills of employees also as they have to understand the views of so
many customers and then take decisions accordingly (Okazaki and Taylor, 2013).
CHAPTER 3: RESEARCH METHODOLOGY
This is the most important part of the research project as it determines the method that is
used by the investigator in order to conduct the research project. This helps in giving a direction
to the researcher so that when the research will be conducted it should give them effective
results. This research part deals with many applications that are connected with various tools and
techniques which are very important for the research work. All these parts describes the whole
research project in detail. They are also very much impactful for the researcher. They are:
3.1 Type of Investigation
It is the basic responsibility o the investigator to determine which research type are they
using while conducting the research. There are basically two types of research which includes
Qualitative research and Quantitative research. In case of Qualitative research whole research
project is based on quality of the data that is used by them and in case of quantitative data, whole
research is based on numbers and data’s. The current research is based on Qualitative data as
various types of facts and figures are being used by the researcher in order to reach out their
goals.
3.2 Research Design
It can be considered as an important part of their research as it is a blue print of all the
activities that will be conducted by the researcher in this project. It is mainly a process of
collecting, measuring and assembling the data. The various types of research design that can be
used are descriptive, exploratory and experimental. The researcher has used descriptive research
in this research project as it is the most suitable form of research design and help in analysing all
the data and information ain detailed manner (Taylor, Lewin and Strutton, 2011). This design will
give important direction in recognising the effectiveness of social media advertising in
influencing organisational growth.
5

3.3 Research Philosophy
Here, different viewpoints of authors and writers are being used to collect essential data
and information. It has been divided into two parts which are Intrerpretism and Positivism. In
this research report work, researcher has used interpretivism philosophy so that the research is
conducted effectively. Since te while project is based on qualitative means so this philosophy
will be very apt (Welter and Smallbone, 2011).
3.4 Research Approach
It is also an effective tool which is used in research methodology in order to provide a
support to carry out all the activities in an efficient manner. There are basically two approaches
that are being used in a research project which are inductive research and deductive research. In
this research project, investigator has used inductive research because the whole research data is
in qualitative form and this approach also focuses on facts and figures that are collected by the
researcher only.
3.5 Data Sampling
This part of research focuses on choosing the sample respondents which will represent the
whole population of public. There are two option with the researcher either they can go with
probabilistic sampling technique or non- probabilistic sampling technique. In this research work,
investigator will use probabilistic sampling technique so as to receive correct data and
information. Here, sample size of 30 respondents will be chosen who are regularly taking
advantage of this service. In the context of Dealroom company which is digital technology firm
and their 30 respondents includes stakeholders, customers and investors and other participates.
For them, company can taking their views and opinions regarding desired goods and services.
3.6 Data Analysis
This is the most essential part of the project as here all the data that will be collected by
the investigator will be analysed through thematic analysis. Here, in this research project.
Themes are being prepared so as to do interpretation easily (Wimmer and Dominick, 2013).
3.7 Ethical Consideration
A research which is conducted should always be in ethical manner because when a research
is conducted there are various difficulties that an investigator has to go through so it is always
recommended to the researcher to keep all data confidential and should ensure that they will not
6

misuse the data that has been collected from the respondents. The researcher should only focus
on improving the techniques use in the project and try to complete the research successfully.
CHAPTER 4: DATA ANALYSIS
It can be considered as one of the most important part of the research project because it
plays a very crucial role in recognising the reviews of the respondents so as to arrive at a
particular result. Here, all the information that is collected by the researcher will be analysed in
order to know the real outcomes. Data analysis can be defined as a process which is adopted by
the investigate to know the reactions of the people when they will use our product. In this
research project, a questionnaire is prepared so that the data can be analysed.
QUESTIONNAIRE
NAME:
AGE:
GENDER:
E-MAIL:
MOBILE NUMBER:
INCOME:
Q.1) Does social media advertising influence organisational development?
a) Yes
b) No
Q.2) Through which social media medium companies get more customers?
a) Facebook
b) Twitter
c) Pinterest
d) All of the above
Q.3) Is social media reliable for business development?
a) Yes
b) No
Q.4) Are you comfortable if company will approach in this way?
a) Yes
b) No
7

Q.5) Will it develop a sense of trust towards company?
a) Yes
b) No
Q.6) Does the contribution made by social media effective or not?
a) Yes
b) No
Q.7) How will the business expand its operations?
a) Merger and Acquisition
b) Retain old Employees and Train them
c) Recruitment
Q.8) Does other promotional tools are more effective than social media?
a) Yes
b) No
Q.9) Do you like this idea of using social media to promote the business, how will you rate
it?
a) Excellent
b) Good
c) Average
d) Poor
Q.10) Give recommendations on improving organisational performance through social
media?
DATA ANALYSIS
QUESTIONNAIRE
Q.1) Does social media advertising influence organisational
development?
Frequency
a) Yes 20
b) No 10
Q.2) Through which social media medium companies get more
customers?
Frequency
a) Facebook 5
8

b) Twitter 5
c) Pinterest 5
d) All of the above 15
Q.3) Is social media reliable for business development? Frequency
a) Yes 20
b) No 10
Q.4) Are you comfortable if company will approach in this way? Frequency
a) Yes 15
b) No 15
Q.5) Will it develop a sense of trust towards company? Frequency
a) Yes 16
b) No 14
Q.6) Does the contribution made by social media effective or not? Frequency
a) Yes 22
b) No 8
Q.7) How will the business expand its operations? Frequency
a) Merger and Acquisition 10
b) Retain old Employees and Train them 8
c) Recruitment 12
Q.8) Does other promotional tools are more effective than social
media?
Frequency
a) Yes 10
b) No 20
Q.9) Do you like this idea of using social media to promote the
business, how will you rate it?
Frequency
a) Excellent 12
b) Good 8
c) Average 5
d) Poor 5
9

Q.10) Give recommendations on improving organisational
performance through social media?
INTERPRETATION:
THEME 1:
Q.1) Does social media advertising influence organisational
development?
Frequency
a) Yes 20
b) No 10
Interpretation: It can be analysed that social media advertisement directly affect on
organizational development which help in gaining attention of large number of customers
towards goods and services. From the above data, it can be interpreted that 20 out if 30 people
believe that social media is influencing development of organization but rest 10 out of 30 believe
that they are not influencing much.
THEME 2
Q.2) Through which social media medium companies get more
customers?
Frequency
a) Facebook 5
b) Twitter 5
10

c) Pinterest 5
d) All of the above 15
Interpretation: There are various methods that can be used by firm for promoting their new and
unique type of products and services in better manner. This is required for company is to gain
attention of more people towards potential products which are affordable by each class of
customers. From the above report, it can be interpreted that only 5 out of 30 believe that
Facebook is better; another 5 believe that twitter is best and another 5 believe that pint media is
good but rest 15 believe that all these 3 can be used to promote the business.
THEME 3
Q.3) Is social media reliable for business development? Frequency
a) Yes 20
b) No 10
11

Interpretation: Social media is the method which can be used by firm for promoting company
goods and services among large number of customers. This can be helpful in analyzing required
needs and wants of customers and also satisfy them by offer necessary goods and facilities.
From the above report, it can be concluded that 20 out of 30 people believe that social media is
reliable for developing the business but rest 10 believe that it is not reliable.
THEME 4
Q.4) Are you comfortable if company will approach in this way? Frequency
a) Yes 15
b) No 15
12

Interpretation: It can be analysed that company required to think about this approach which can
be helpful in promoting variety of products and facilities effectively. This is necessary for firm is
to gain attention of more customers in order to offer them different type of goods in the market
place. From the above report , it can be concluded that 15 out of 30 people says that they are
comfortable if companies will approach them through this medium but rest 15 are not
comfortable.
THEME 5
Q.5) Will it develop a sense of trust towards company? Frequency
a) Yes 16
b) No 14
13

Interpretation:
This can be analysed that it will develop and formulate trust among company customers and it is
helpful in gaining attention of large number of people. From the above report, it can be
interpreted that 16 out of 30 people believe that using social media advertising will develop a
sense of trust of customers towards company but rest 14 is not in favor of this.
THEME 6
Q.6) Does the contribution made by social media effective or not? Frequency
a) Yes 22
b) No 8
14

Interpretation:
Social media is useful method which can be helpful in attracting number of buyers towards
desired goods and services effectively. It is useful in contributing variety of products and
facilities in order to gain attention of domestic as well as international customers. From the
above report, it can be concluded that 22 out of 30 people people believe that social media is
very effective in contributing growth but 8 out of 30 people believe that it is not contributing
much.
THEME 7
Q.7) How will the business expand its operations? Frequency
a) Merger and Acquisition 10
b) Retain old Employees and Train them 8
c) Recruitment 12
15

Interpretation: It is required for an organization is to develop effective entry strategy which can
be helpful for the firm. This will assist in easily expansion of business operations in another
country for reaching with potential buyers. Along with this, it is required for firm is to develop
new and differ type of products and facilities in proper manner. From the above report, it can be
interpreted that 12 out of 30 think that a business can expand oneself through merger and 8 out of
30 think that they can expand through retaining old talented employees and last 10 think that
recruiting will be best.
THEME 8
Q.8) Does other promotional tools are more effective than social
media?
Frequency
a) Yes 10
b) No 20
16

Interpretation: It can be analysed that, there are various promotional methods which can be
helpful in providing goods details to large number of customers effectively. There are various
respondents who are said no for that social media method is not very much effective tool for an
organization in order to gain high income and profitability. From the above report, it can be
concluded that only 10 out of 30 people think that social media is less effective than any other
promotional tool but 20 out of 30 think that it is more effect than any other promotional tool.
THEME 9
Q.9) Do you like this idea of using social media to promote the
business, how will you rate it?
Frequency
a) Excellent 12
b) Good 8
c) Average 5
d) Poor 5
17

Interpretation: It can be analysed that social media is one of the effective method and tool
which is helpful in reaching with domestic as well as global level customers. Most of the
organization are adopt social media method or tool which can used for promoting variety of
goods and services in better manner. From the above report,it can be interpreted that 12 out of 30
people think that social media can be used as an effective medium for promoting business and 8
out of 30 think that it is good but rest 10 think that it is not much effective or poor.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Recommendations
From the above mentioned report, it can be recommended that –
 Firms should opt for social media advertising in their promotional tools so as to increase
their customers’ base without including much cost. It will also help them in gaining more
and more profits and revenue for the company.
 They should also include various innovative methods while connecting with social media
customers so that more and more customers are attracted towards the company.
 Companies should try to know the needs and ants of all the customers so that it becomes
easy for them to make a place in the market.
 An effective time management plan should always be prepared so that all the activities are
completed on time.
18

P6 Reflect on the effectiveness of research methods applied for meeting objectives of the
business research project
On the basis of above described report, I can analysed that research data has been
collected and gathered with the help of using qualitative and quantitative. This can be used by
me in order to collect and gather accurate data which assist in completing specific investigation.
As per my experience, I face various difficulty and complexity while conducting this research
such as cost, resources, time and many others. I have used questionnaire method that can be
helpful in taking relevant views and reviews of respondents towards company desired goods and
services.
P7 Consider alternative research methodologies and lessons learnt in view of the outcome’s.
From the above report, it can be concluded that social media advertising plays an
important role in influencing change in the organisation. It helps the company in gaining more
market share so as to grow and expand their business from the above competitors. Market survey
that was conducted plays an essential role in ascertaining the effectiveness of social media
advertising in order to improve growth and performance of company. From the survey, it can be
analysed that the customers are more satisfied now because they think that the companies are
taking care of them by asking about the taste and preferences and then producing products
similar to it. So, in this way the company is able to satisfy the needs and demands of the
customer which will further help them in growing. Various tools and techniques has also been
adopted by them to improve the performance of company in the market.
It is required for respective firm is to use appropriate method of research which includes
qualitative and quantitative method. This will help them in collecting and gathering accurate data
and information in better manner. Primarily, they are use questionnaire method of taking reviews
and opinions of respondents so that this will assist in gaining high attention of large number of
customers. Instead of using questionnaire technique, company can use interview method for
acquiring relevant views and opinions of desired respondents towards their goods and services.
This is the best alternative method of research which help them in gaining accurate results or
outcomes appropriately.
.
19

.
20

.REFERENCES
Books and Journals
Ahn, J., 2011. The effect of social network sites on adolescents' social and academic
development: Current theories and controversies. Journal of the Association for
Information Science and Technology. 62(8). pp.1435-1445.
Booth, N. and Matic, J. A., 2011. Mapping and leveraging influencers in social media to shape
corporate brand perceptions. Corporate Communications: An International
Journal. 16(3). pp.184-191.
Bruhn, M., Schoenmueller, V. and Schäfer, D. B., 2012. Are social media replacing traditional
media in terms of brand equity creation?. Management Research Review. 35(9).
pp.770-790.
Chu, S.C. and Kim, Y., 2011. Determinants of consumer engagement in electronic word-of-
mouth (eWOM) in social networking sites. International journal of
Advertising. 30(1). pp.47-75.
Dempsey, N., Bramley, G., Power, S. and Brown, C., 2011. The social dimension of sustainable
development: Defining urban social sustainability. Sustainable development. 19(5).
pp.289-300.
Denscombe, M., 2014. The good research guide: for small-scale social research projects.
McGraw-Hill Education (UK).
Kietzmann, J. H. And et. al., 2012. Unpacking the social media phenomenon: towards a research
agenda. Journal of Public Affairs. 12(2). pp.109-119.
Lee, J., Park, D. H. and Han, I., 2011. The different effects of online consumer reviews on
consumers' purchase intentions depending on trust in online shopping malls: An
advertising perspective. Internet research. 21(2). pp.187-206.
Okazaki, S. and Taylor, C. R., 2013. Social media and international advertising: theoretical
challenges and future directions. International marketing review. 30(1). pp.56-71.
Taylor, D. G., Lewin, J. E. and Strutton, D., 2011. Friends, fans, and followers: do ads work on
social networks?. Journal of advertising research. 51(1). pp.258-275.
Welter, F. and Smallbone, D., 2011. Institutional perspectives on entrepreneurial behavior in
challenging environments. Journal of Small Business Management. 49(1). pp.107-
125.
21