Impact of Social Media on Retail Industry in Australia

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Running head: Professional project on the impact of social media
PROFESSIONAL PROJECT ON THE IMPACT OF SOCIAL
MEDIA

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Professional project on the impact of social media
Executive Summary
This research report reflects on the significance of social media on the retail industry of
Australia. In order to identify the importance of social media, a mixed approach has been
performed. It is found that the growing advent of social media has encouraged multiple business
entrepreneurs to use social media platforms as a significant channel for marketing. From a recent
report, it is identified that almost 79% of social media users become active in Australia.
For this reason, a secondary analysis has been conducted to identify the impact of social media.
From the qualitative study, it is found that social media platforms are cost-effective and do not
require an in-depth knowledge of IT. Besides this, value creation and brand awareness are two
significant consequences that have been found in this study. Besides this, increase in online sale
and flowing of proper communication has been addressed in this report. Statistical analysis of
variables has identified a rigidness in different social media platforms. The correlation analysis
of variables has helped to determine the strength of a relationship between two variables.
Furthermore, recommendations have been provided in this research report to inform managers
for a better selection of proper social media platforms and marketing strategy.

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Professional project on the impact of social media
Table of Contents
1.0 Introduction................................................................................................................................4
1.1 Background of the research....................................................................................................4
1.2 Research aim and objectives..................................................................................................5
1.3 Significance of research.........................................................................................................5
2.0 Critical Literature Review.........................................................................................................6
2.1 Introduction............................................................................................................................6
2.2 Impact of social media on the business growth of organisations...........................................6
2.3 Reasons behind application social media in organisations....................................................8
3.0 Research Methodology..............................................................................................................9
3.1 Research philosophy..............................................................................................................9
3.2 Research Approach................................................................................................................9
3.3 Research Design...................................................................................................................10
3.4 Research Type......................................................................................................................10
3.5 Data Collection....................................................................................................................10
3.6 Data Analysis.......................................................................................................................11
3.7 Ethical consideration............................................................................................................11
4.0 Data analysis............................................................................................................................11
4.1 Secondary qualitative analysis.............................................................................................11
4.2 Quantitative data analysis....................................................................................................13
4.2.1 Descriptive study...........................................................................................................13
4.2.2 Correlation analysis.......................................................................................................13
4.2.3 Regression analysis.......................................................................................................14
5. Discussion and Findings............................................................................................................15
6.0 Conclusion, Recommendation, and Limitations......................................................................15
6.1 Addressing the research questions.......................................................................................15
6.2 Recommendation.................................................................................................................16
6.3 Limitations...........................................................................................................................16

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Professional project on the impact of social media
Reference List................................................................................................................................17