Importance of Social Media on Business Operations during COVID-19: A Study on H&M

This research proposal aims to identify the importance of social media on business operations during COVID-19, specifically focusing on H&M. The objectives include determining the importance of social media in COVID-19, identifying the different social media tools used by the company, and exploring the relationship between social media and business operations in COVID-19. The study will collect data through questionnaires from managers of H&M. The time plan and references are also provided.

Research proposal

Table of Contents
INTRODUCTION.......................................................................................................................................3
AIM, OBJECTIVES AND QUESTIONS...................................................................................................3
LITERATURE REVIEW............................................................................................................................5
DATA COLLECTION................................................................................................................................8
TIME PLAN................................................................................................................................................8
REFERENCES..........................................................................................................................................10

INTRODUCTION
Social media is interactive computer mediated technology that facilitate creation as well
as sharing o ideas and information though networks and the virtual communities. COVID- 19 is a
serious issue and it develops impact on health of people. At this paramedic time, H&M Company
uses the social media to connect with its customers and also conduct its operations over it. It
provides the online delivery to people with the proper hygiene as well as safety so that they
cannot face any health issues (Adams and Walls, 2020).
Rationale
In this present time, COVID-19 develops the negative impact on the organizational
operations and the functions. From conducting this investigation, there has been determine about
the significance of social media on business operations during COVID-19. With the help of
conducting present investigation, research as well as analytical skills of researcher enhanced
(Andersen, 2020).
AIM, OBJECTIVES AND QUESTIONS
Aim
To identify the importance of social media on business operations during COVID-19. A
study on H&M.
Objectives
 To determine the Importance of social media in COVID-19.
 To identify the different social media tools used by company to conduct its business
operations.
 To explore relationship between social media and business operations in COVID-19.
Questions
 Does social media is significant in situation of COVID-19?
 Which tools of social media company used for performing the operations of business?

 What is the relationship among social media and business operations in COVID-19?

LITERATURE REVIEW
Importance of social media in COVID-19
According to opinion of Wajahat Hussain (2020) social media is interactive mediated
technology that provides the information to people. It is one of the effective ways to connect
with the people and also determine their needs and preferences to satisfy their requirements in a
better manner. The social media may be used by businesses for commercial or community
purposes. Companies use social media to promote, distribute, advertise their companies (which
are similar to the traditional mass media marketing efforts) while using social networks to
communicate and co-create with consumers. A pandemic of Coronavirus 2019 (COVID-19) has
contributed to global health epidemic which has had a significant effect on world's understanding
and everyday life. It was not just the spread of contagion and transmission patterns that
threatened the sense of safety, however, the protection measures placed in place to prevent
spread of virus do need social isolation through not doing what is natural and that is to seek
comfort in others' companies. The position of the numerous Mass Media and social media
networks in lives on the individual, social and social levels cannot be undervalued, within the
sense of the physical danger, social and physical distance. Since COVID-19 and its acts to isolate
society tend to cloud and interrupt everyday lives around the world, customers are looking for
ways to relate to what is happening and to make sense. Customers all spend more time using the
media, particularly social media, with free hours to be spent every day. Interacting with social
media and blogs was never higher than in H&M today, as traffic to website has risen
exponentially with the use of related material, podcasts and effective social media use. The
development of a COVID-19 portal, an opportunity for companies and individuals to obtain
information on current situation, was one of recent successes.
Different social media tools used by company to conduct its business operations
As per opinion of Nikki Gilliland (2020) Social media is one of the effective and easiest
way to conducting the business operations. Social media implement new features ostensibly to
help businesses survive the pandemic, as organizations of all sizes are vulnerable because of the

effects of Coronavirus. There are various tools of social media used through firm in conduct
business operations mention below:
Facebook- It announced new feature called Shops, which will allow H&M on the
platform to view and sell their goods. The change happens when several retailers were forced to
close down physical stores because of coronavirus pandemic. Shops enable customers to build
digital shopping areas for free, so consumers can purchase products on Facebook or even on
retailer site directly. The functionality will be shown on Instagram, enabling users to locate shops
through stories (Bartik and et. al., 2020).
YouTube- It is not easy to create quality video content, especially for H&M that are not
able or affordable to do that. Of course, businesses cannot now get video shots in person.
YouTube has therefore introduced the 'Video Builder Tool' which enables companies to generate
free video content. This tool had been in design for months but was published more quickly to
support organizations with their coronavirus contact and marketing strategies.
Users can create and personalize short videos (6 to 15 seconds long), then share them
through YouTube or use them in a YouTube ad campaign. The videos are incorporated into
Google advertising platform and therefore are served on YouTube for interested audiences. This
means one of main advantages, especially compared to some other tools of free editing.
Pinterest- This tool reports that inquiries for business support have risen on the website
by 351 percent, as users see the need for independent businesses to be purchased and sponsored.
At similar time, Pinterest has noticed a rise in 'eco-friendly' and 'zero waste' searches, which
risen 93% and 108%.Pinterest introduced to Pinterest Shop a range of new sustainable brand.
Idea is that businesses should be more visible and more exposed at this crucial moment and that
the increasing shopping interest on platform should be capitalized upon (Kuchler, Russel and
Stroebel, 2020).
Instagram- Instagram, a company operated by Facebook, also has launched a new app to
help businesses sell their products and collector sticks in their profiles or in posts. Although
customers do not visit companies them or have immediate access to services they may continue
either to order acceptances, to buy them that can be reused at such later date or to make direct
donations to local or favorite businesses.

Through clicking the stickers, consumers are taken on website in which they can order or
dedicated Facebook fundraising group. When consumers want to help other companies in region,
they can share stickers with themselves in their stories.
Relationship between social media and business operations in COVID-19
As per viewpoint of Reuters (2020) H&M 's global operation is currently in 74 markets,
making it even harder to address COVID-19, ensuring that this pandemic is a genuine baptism.
COVID-19 has spread to other countries, with revenue decreasing by 46 percent in local
currency in March compared to 7 percent in the past year due to large-scale closures in key
markets. H&M in China, nine of which are epicenters of the virus outbreak, has more than 450
stores in Wuhan, China. H&M China contributed 1 million Chinese yuan to non-profit
humanitarian organization Wuhan to support affected community. H&M China established an
interactive platform on the WeChat social media platform, where users can send medical workers
messages of thanks. During first month of Q2, 47 of 51 online sites still run, and revenues in
local currency increased 17 percent online. Following plans for 20-25% cuts in operating
expenses, H&M announced that the second quarter will be lost. Although safeguarding business
is main priority, H&M also has ability to differentiate itself from the other quick fashion dealers
by developing criteria for treating the stakeholders ethically in the midst of crisis. The
encouraging news is that, H&M has stopped new orders; it has undertaken to accept products or
pay suppliers entirely for already fulfilled or generated orders (Lee, Chiew and Khong, 2020).

DATA COLLECTION
Data collection methods- This is considered to be the most important elements of data
collection which are primary and secondary to two various sources. In addition, researchers use
primary method to collect detailed or appropriate information, which includes various sources,
like observations, questionnaires, etc.
In conducting an investigation, there will be questionnaire used as it is effective in
collection of information from the large sample size within less time period (Lippi and Plebani,
2020).
Target population- Under it, target population is managers of H&M.
Sampling method- This is a method that allows researchers to collect samples from the
whole population. Two sample selection strategies are possible and impossible, but for the
current analysis, probability sampling is more useful, because it does not involve a maximum
time and produces accurate results.
Sample size- 30 respondents chosen by using the random sampling method.
Potential access difficulties and overcome- In conducting the investigation, I faced to
find out the sources to collect the information from secondary method of data collection. I need
the proper authentication or access to gather the data from using secondary sources. Getting the
access for collection of information is taking more time. To overcome from searching the
authentic sources, I take the help from my supervisor (Van Bavel and et. al., 2020).
TIME PLAN

REFERENCES
Books & Journals
Adams, J. G. and Walls, R. M., 2020. Supporting the health care workforce during the COVID-
19 global epidemic. Jama, 323(15), pp.1439-1440.
Andersen, M., 2020. Early evidence on social distancing in response to COVID-19 in the United
States. Available at SSRN 3569368.
Bartik, A.W. and et. al., 2020. How are small businesses adjusting to covid-19? early evidence
from a survey (No. w26989). National Bureau of Economic Research.
Kuchler, T., Russel, D. and Stroebel, J., 2020. The geographic spread of COVID-19 correlates
with structure of social networks as measured by Facebook (No. w26990). National
Bureau of Economic Research.
Lee, V.J., Chiew, C.J. and Khong, W.X., 2020. Interrupting transmission of COVID-19: lessons
from containment efforts in Singapore. Journal of Travel Medicine, 27(3), p.taaa039.
Lippi, G. and Plebani, M., 2020. The critical role of laboratory medicine during coronavirus
disease 2019 (COVID-19) and other viral outbreaks. Clinical Chemistry and Laboratory
Medicine (CCLM), 1(ahead-of-print).

Van Bavel, J. J. and et. al., 2020. Using social and behavioural science to support COVID-19
pandemic response. Nature Human Behaviour, pp.1-12.
Online
Gilliland, N., 2020. How social media platforms are helping small businesses amid Covid-19.
[Online]. Available through: < https://econsultancy.com/how-social-media-platforms-are-
helping-small-businesses-amid-covid-19/ >.
HUSSAIN,W., 2020. Role of Social Media in COVID-19 Pandemic. [Online]. Available
through:<https://www.researchgate.net/publication/340772623_Role_of_Social_Media_i
n_COVID-19_Pandemic>.
REUTERS, 2020. H&M to Cut Working Hours Amid the Covid-19 Outbreak. [Online].
Available through: < https://www.businessoffashion.com/articles/news-analysis/hm-to-
cut-working-hours-amid-the-covid-19-outbreak>.