Impact of Social Media Marketing on Organisational Performance: A Study on Amazon

This research aims to identify the impact of social media marketing strategy on organisational performance of Amazon. The advantages gained by Amazon with the implementation of social media marketing as a business strategy will also be analysed.

Research proposal
(How does social medial marketing
strategies influence a company
performance)

Table of Contents
INTRODUCTION.....................................................................................................................................3
Research aim.....................................................................................................................................3
Research objective.............................................................................................................................3
Research question.............................................................................................................................3
Research rational...............................................................................................................................3
LITERATURE REVIEW..............................................................................................................................4
What is the concept of social media marketing and organisational performance in context of
organisation?.....................................................................................................................................4
What is the impact of social media marketing strategy on organisational performance of Amazon?
...........................................................................................................................................................4
What are the advantages gained by Amazon with the implementation of social media marketing
as a business strategy?......................................................................................................................5
RESEARCH METHODOLOGY...................................................................................................................5
REFERENCES..........................................................................................................................................6

INTRODUCTION
In recent era where competition is so high it is very vigorous for the companies to
adopt the strategy of social media marketing in their organisation. Social media is the
collection of various software and application that is connected to the network to make
interaction and communication in sounder manner (Pourkhani and et. al, 2019). With the
adoption of social media marketing company promote their products in unique and creative
way. Social media is gaining more importance day by day and coming out to be one of the
effective marketing approaches for various organisation. To conduct the above investigation
the chosen organisation is Amazon. It is the leading American multinational technological
company in the world. Amazon provides various services such as Ecommerce, cloud
computing, artificial intelligence and many other (Li, Larimo and Leonidou, 2021).
Research aim
To identify the impact of social media marketing strategy on organisational performance: A
study on Amazon.
Research objective
 To understand the concept of social media marketing and organisational performance
in context of organisation.
 To identify the impact of social media marketing strategy on organisational
performance of Amazon.
 To analyse the advantage gained by Amazon with the implementation of social media
marketing as a business strategy.
Research question
 What is the concept of social media marketing and organisational performance in
context of organisation?
 What is the impact of social media marketing strategy on organisational performance
of Amazon?
 What are the advantages gained by Amazon with the implementation of social media
marketing as a business strategy?
Research rational
The main purpose for the above investigation is to understand the topic in deeper way
so that investigation can be done in sound manner. The current research will also help in

achieving dual perspective which are personal and professional. In respect to the personal
objective different research skill will be developed (Tong, Luo and Xu, 2020). On the other
side, with respect to professional objective this research will aids in identifying various
marketing job available in organisation.
LITERATURE REVIEW
This section will help in gathering previous data for the topic so that researcher can
enhanced their knowledge and understanding on the topic. This will also help in addressing
the research question in significant manner so that overall research can be done in sound way.
What is the concept of social media marketing and organisational performance in context of
organisation?
As per the view of Ampountolas, Shaw and James (2019), social media marketing is
one of the powerful methods which can be used by the organisation to attract various buyer
toward their company. This is the marketing strategy which helps in achieving the
organisational marketing and branding goals in more effective way. Social media marketing
can be defined as the strategy to advertise and promote company’s goods and service on
various social media channels or site. This makes the interaction of the customer in sounder
manner as well as also helps in building strong relationship with the customer. They use
various social networks such as Facebook, Instagram, Twitter and many more to promote
their product. On the other hand, organisational performance refers to the analysing the actual
outcome of the company with the standard set so that a true picture of the company can be
acquired. They are four ways through which organisational performance of the company can
be measured which are human resource outcome, organisational outcome, financial outcome
and capital market outcome. Thus, it is very important for the company to have a good and
strong organisational performance in order to gain competitive advantage.
What is the impact of social media marketing strategy on organisational performance of
Amazon?
According to the view Crick and Crick (2020), it is very important for the Amazon to
adopt the strategy of social media marketing in their business operation because it helps them
create a positive impact on the organisational performance of them. With the adoption of
social media, they have created various excellent impact on their organisation.
Market reputation: The foremost impact that is created by the social media is
creating a good reputation of the company in the overseas market. With social media channel

they reach wider section of the customer and attract them in large manner. Amazon has
created a best goodwill for their company which also attract numerous stakeholders for their
company to invest and be the part of such reputed firm. Good market reputation has increased
their organisational performance and helped them to gain more market share as compared to
the other American multinational organisation.
Profitability and efficiency: Another great impact of social media marketing is more
profit margin of the company as well as increase the efficiency. With social media they
generate lead for their product and service which they deal. These leads help them to earn
more profit and increase the efficiency to work in more productivity manner. This profit is
further used by the organisation to expand and diversified their business which on the other
side help in enhancing organisational performance.
What are the advantages gained by Amazon with the implementation of social media
marketing as a business strategy?
As per the view of Sabherwal and et. al (2019), there are numerous benefit which is
acquired by amazon after the adoption of social media marketing as there business strategy.
Various benefit that company gained are as follow:
Attract target market: The foremost advantage that they gained is attracting target
market in large manner. With social media channel they can reach with the target audience in
less cost and in less time. Oversea customer is also being targeted with various social media
apps like Facebook, twitter, Instagram and many other.
More sale: Another benefit that is acquired by the Amazon is increased their sale as
wider people are getting attracted towards the company which help in increasing their sale in
sound manner.
RESEARCH METHODOLOGY
In the current research quantitative research method will be used by the researcher to
carry out the investigation in valuable manner. The reason for choosing this method is
numerical data will be gathered which would help in achieving the aim and objective in valid
manner (Bairagi and Munot, 2019). In the current investigation both primary and secondary
data collection method will be used in order to collect detailed information. The research
instrument to collect primary data will be questionnaire and for secondary data it will be

website. The sampling method is probability sampling so that participants can be selected in
fair manner. The sample size is 30 employees from Amazon (Mahuika and Mahuika, 2020).

REFERENCES
Books and journal
Ampountolas, A., Shaw, G. and James, S., 2019. The role of social media as a distribution
channel for promoting pricing strategies. Journal of Hospitality and Tourism Insights.
Bairagi, V. and Munot, M.V. eds., 2019. Research methodology: A practical and scientific
approach. CRC Press.
Crick, J.M. and Crick, D., 2020. Coopetition and COVID-19: Collaborative business-to-
business marketing strategies in a pandemic crisis. Industrial Marketing
Management. 88. pp.206-213.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy
of Marketing Science. 49(1). pp.51-70.
Mahuika, N. and Mahuika, R., 2020. Wānanga as a research methodology. AlterNative: An
International Journal of Indigenous Peoples. 16(4). pp.369-377.
Pourkhani, A., and et. al, 2019. The impact of social media in business growth and
performance: A scientometrics analysis. International Journal of Data and Network
Science. 3(3). pp.223-244.
Sabherwal, R., and et. al, 2019. How does strategic alignment affect firm performance? The
roles of information technology investment and environmental uncertainty. MIS
quarterly. 43(2). pp.453-474.
Tong, S., Luo, X. and Xu, B., 2020. Personalized mobile marketing strategies. Journal of the
Academy of Marketing Science. 48(1). pp.64-78.