Analyzing the Role of Social Media Marketing on Customer Buying Behaviour: A Study of Amazon Inc.

This research proposal aims to investigate the impact of social media marketing on customer buying behaviour, with a focus on Amazon Inc. The study will analyze the concept of social media marketing, tools and methods used by Amazon, and recommend strategies to enhance performance. The research will use inductive research approach and interpretivism research philosophy to analyze qualitative data collected through primary and secondary sources.

RESEARCH
PROPOSAL

Table of Contents
INTRODUCTION...........................................................................................................................3
TITLE..........................................................................................................................................3
BACKGROUND.........................................................................................................................3
AIM..............................................................................................................................................3
OBJECTIVES..............................................................................................................................3
RESEARCH QUESTIONS.........................................................................................................3
RATIONALE...............................................................................................................................3
SCOPE.........................................................................................................................................4
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................7
RESEARCH PHILOSOPHY...........................................................................................................7
RESEARCH APPROACH..............................................................................................................7
DATA ANALYSIS......................................................................................................................7
ETHICAL CONSIDERATION...................................................................................................7
VALIDITY AND RELIABILITY...............................................................................................7
RM LIMITATIONS.....................................................................................................................8
TIMELINE.......................................................................................................................................9
APPENDIX......................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
TITLE
To analyse the role social media marketing on customer buying behaviour, on study of Amazon
Inc..
BACKGROUND
In the prevailing circumstances the role of social media is getting robust preference in the
organizations. Now for carrying out business operations successfully the use of social media can
not be avoided. With this regard, Amazon Inc. would be taken into consideration, the
organization is engaged in online service rendering and having widely disseminated market size.
AIM
To investigate the role of social media marketing on customer buying behaviour, a study on
Amazon Inc..
OBJECTIVES
To Analyse the concept of social media marketing.
To investigate the tools and methods of social media marketing used by Amazon.
To evaluate the impact of social media marketing on customer buying behaviour.
To Recommend strategies to enhance performance with the practise of social media marketing.
RESEARCH QUESTIONS
What is concept of social media marketing?
What are the tools and methods of social media marketing used by Amazon Inc.?
What are the impacts of social media marketing on customer buying behaviour?
What should be the possible strategies to enhance organizational performance by abiding with
social media marketing?
RATIONALE
Social media is becoming backbone of organizational performance. This is quite essential
for organizations to hike their social media presence in order to enhance their overall
performance. In last couple of years the world has experienced a robust surge in the use of social
media. It is being used to carry out organizational operations effectively. Furthermore, with the
use of social media organizations like Amazon are being enabled to go for higher performance.
So with this regard the research would help to identify impacts of social media on the taken
organization.

SCOPE
The research would be helpful for a range of stakeholders. It will incentivize organizations to
perceive the role of social media, government, scholars would also be able to use the research as
an evidence to augment their knowledge.
LITERATURE REVIEW
Theme-1 concept of social media marketing-
Form the view of Arrigo, (2018) social media marketing is the one of the newest branch
of marketing where social media tools and techniques are being used to carry out the marketing
activities of a business organization. Beginning form a stand-alone tool to sort of multi-pronged
sources, there are wide range of such techniques are available. As the idea shared by Chatterjee
and Kar (2020) social media came into existence in the years between 1995-2002.
On the other hands, some thinkers like Bilgin, (2018) believe that social media marketing
should not be seen as a great tool or window of opportunity. There are multiple issues are
coming up with the hyper use of social media marketing. For instance the customers are now
getting more confused so ethically it can not be substantiated, the hyper expenditures on social
media marketing are somehow being driven to ultimate customer.
As Ebrahim, (2020) shared views, social media marketing is now becoming an essential
practise for the organizations. They can not expect marketing without social media. In the age of
information revolution people are more likely to get interacted to sort of notion on social media
platform so with this regard the usefulness of this marketing realm is quite essential.
But it is also affecting marketing trends and organizational practises. With the help of
social media marketing now giant entities are able to sell out their products on wider scale but it
is affecting small sized organizations who are not able to bear the cost it needs. Hyper use of
social media marketing may be misleading and may promote unhealthy consumerism.
Theme-2 tools and methods of social media marketing used by Amazon-
Form the view points of Lee, (2018) Amazon Inc. is one of the biggest online service
provider organization. The entity is using a range of social media marketing tools and methods to
promote its services. The main tools and methods are podcasts, video logs, tags, web chats, using
different micro-blogging websites, instant messaging, e-mail etc.
On the other hands Teemil, (2019) said that the present tools and methods used by
Amazon Inc. are not sufficed. The social media diaspora is getting expanded, in prevailing

market circumstances there are a lot of other tools and methods too which are being used by
competitors of Amazon in order to give it tough fight in the market.
Bejtkovský, (2020) shared views that the biggest power of Amazon lies in its well-
articulated social marketing strategy which is ranging from Twitter to Instagram. The
organization is using almost all available platforms to strengthen its business on social media
platforms. Amazon Inc. is engaged in online service providing which is a radical branch in itself
so dealing with the perils is only passible with the help of social media marketing.
The views of Napoles Rubant, (2018) upholds the notion, that marketing is a social
process which helps to bring individuals or groups together, it gets them offerings, exchange of
sort of values in order to fulfil their demands. It also brings such information into their
consideration to hike their satisfaction. The organization is having its own twitter page where
more than 3 million participants are present. The official page is offering wide scope to its users
to know about products, services, offers etc. offered by the entity. More than 1.7 million users
are active on Instagram and on Pinterest around 79000 people.
But the viewpoints shared by Pick, (2020) suggests that one of the biggest competitor of
Amazon is Walmart Inc.. The company is using social media platform in drastic manner for
marketing pursuit. The Paid Advertisement is being used drastically by Walmart. The company
is promoting store based sales through its social media marketing, more than 85% purchase is
being happened on its stores. On the other hands it can be seen that social media platforms, tools
and methods are not as appropriate as them should be.
Theme-3 impact of social media marketing on customer buying behaviour-
The position of Ziginov, (2021) supports the notion that social media is having its great
impact on the behaviour of consumer. Consumer buying behaviour is a dynamic phenomenon,
but the study found that it is hugely influenced by social media marketing. Now the social media
marketing is offering wide range of services, it is giving control on frequency, timing, recurrence
etc. so an entity can approach to customer in the most appropriate manner.
Amplification of artificial intelligence, and SEO, are helping organizations to generate
more absolute data about their customer. These sets of information can be used to enhance their
capability to approach and mould the mind of consumer. If the consumer is being fed those
informations which are somehow having ability to influence it psychologically.

Contrasting to the above shared views, Viertola, (2018) says that a mammoth size of
participants found that they got influenced by their relatives, friends or acquaintance to make
purchase. Social media marketing is not as reliable as conventional marketing tools and methods
have been. As the study conducted in USA suggests that more than 59% adults believe that the
information shared on social media platform are not much reliable. So with this regard it comes
under brim of suspension.
The stand of Nash, (2018) is quite drastic with this regard, it supports the conviction that
more than 81% customers accepted that they got influenced by posts of their friends on social
media platforms. Consumer behaviour is now getting changed in rapid manner due to wide
prevalence of consumerism. Some factors which has been seen as motivational aspects and
drivers of a consumer. These factors are culture, economy, personal, psychological and social,
but most interestingly these all aspects can be forged by social media marketing to certain
degree.
In contrast, some theorists such as Changchenkit and Plangklang, (2020) believes that
consumer behaviour is mainly affected by sort of personal factors like its likes, dislikes,
economic, cultural circumstances and can not be affected by only hyper use of social media
marketing. Due to over use and giving intensive attention, social media marketing loses its
reliability, there is not direct evidence which weakens its ability to lead consumer behaviour.
Some key factors are self-interest, perception, demographics too form the perceptions of
Soressi, (2020). So it would be fair to conclude that social media marketing is having capability
to decide this notion. With the help of social media marketing companies like Amazon can
influence desire, perception of a customer. AI, Machine Learning, Big Data analysis incentivize
organizations to enhance their role.
Theme-4 strategies to enhance performance with the practise of social media marketing-
From the stand of Ulas, (2019) there are ample number of strategies which can be used
by organizations to enhance their overall performance with use of well-articulated social media
marketing. The most important aspect is fabrication of social media marketing strategy. The
organizations are not sufficiently aware of their marketing plan they keep moulding it as per
market dynamics.
In contrast to the above views Cao, (2020) believes that the market is now quite dynamic
in nature itself so any predication would go right is na oxymoron, here organizations are

supposed to make their social media marketing strategies as per need of market. It would be
helpful to get better control over customer behaviour and can make them buy the goods or
services.
Form the views of there are some things which can be taken into consideration while
making social media marketing plan in attempt to bring something matchable to customers and
helping them to meet their needs. Measurement of strategy success, Unique brand identity
making, amplification of consumer behaviour, using consumer phycology to the fullest extent,
balancing both conventional and unconventional marketing methods, ensuring data privacy and
reliability.
Contrasting to the above views there are some thinkers who support that social media
marketing is having its limitations to hike organizational performance. There are a range of other
factors like the quality it offers, pre sale offers, post sales services, how reliable it is, durability,
ability to perceive requirements of customers etc.
RESEARCH METHODOLOGY
RESEARCH APPROACH
This is plan and procedure which consist of all the steps of broad assumption to detailed
methods of data collection, analysis and interpretation. There are two type of research approach
such as inductive and deductive, inductive research is related to qualitative data for analysis
whiles deductive research is based on quantitative data. The aim difference between inductive
and deductive research is inductive aimed for developing a theory and move from observation to
broad generalizations. On the other hand deductive based on testing an existing theory. For the
present study researcher will use the inductive research in order to link between result and
observation.
RESEARCH TYPE
There are two types of research approach such as qualitative, quantitative approach is
based on numerical data and common techniques that can be used by organization in effective
manner. While qualitative approach is based on fact and theoretical data that is related getting
better result with different sources. Also, scholar will use qualitative research type in order to
understand the attribute which help for collecting information. On the other hand, quantitative
data is based on numerical data and graphs. Also, present study will help other researcher ,
professionals with the help of books and journals, online websites etc.

RESEARCH PHILOSOPHY
A research philosophy is a belief that is related to phenomenon should be gathered
analysed and used. Also, the ideas of knowledge creation that may appear to be profound and
also engaged in knowledge creation as part of completing the study. There are twos type of
research philosophies such as positivism and interpretivism. Positivism help for believing reality
is stable and can be observed on the basis of objective viewpoint without interfacing with
phenomenon. This is also helped for research strategy in order to focus on collection of data and
hypothesis development. While interpretivism is branch of epistemology that is focused ion
assessing difference between human and social factor. interpretivism research philosophy will be
use by scholar in order to analyse the qualitative data on the other hand, positivism deals with
quantitative data.
RESEARCH STRATEGY
Research study introduces main component of research project such as research topic
area and focus the research perspective. There are two type of research strategy such as
quantitative and qualitative research, in which quantitative is based on gather multiple forms of
data on the basis of observation, interviews and documents apart from single data. Then This is
also used for solving complex issues by breaking down into meaningful interferences which is
readable and understood by all.
DATA COLLECTION
Data collection is a process that help for measuring and gathering information fors
establishing systematic method that enable individual for answering research question and
hypothesis. Primary and secondary are two method of data collection. Primary method is based
on first-hand data which is directly collected by people on the basis of survey, interview etc. On
the other hand secondary data is already collected and known as second hand data. Secondary
data can be collected on the basis of books, library, online sources. There is less reliability of
secondary data as compared to primary data. For the present study scholar will use both the
method in order to collect information regarding customer of Amazon. Further, the reason
behind choosing qualitative method by secondary research is cheaper and faster in order to
obtain by different sources.
DATA ANALYSIS

Data analysis is process of cleansing, modelling and transformation of data on the basis
of discover the objectives and goal of useful information. There are two methods of data analysis
thematic analysis and SPSS. Thematic analysis is based on method of analysing qualitative data
is usually applied on text, transcript and interview. In which researcher examines the data in
order to identify common themes on the basis of ideas, topic and pattern used in study. SPSS is
used for quantitative data. For the present study scholar will use thematic analysis in order to
identify the buying behaviour of customer. Also, the reason behind choosing this method is to
identifying , analysing , organizing, describing the theme within data set. Scholar can use the
research in order to focus on different aspect of phenomenon which can be participated in depth
manner.
ETHICAL CONSIDERATION
Ethical consideration refers to the collection of principle and values that should be
complied by the researcher in order to get the required information about the study. This is set of
guidelines on which the research designs. It incorporates voluntary engagement, confidentiality,
informed consent and potential harm. The scholar will take permission from the respondents for
using information, provide credit to the other researchers, maintain the privacy and will not
disclose the personal information of respondents. Present research is required to collect the that
is not copied and reference list is added at the end of the report. In this study research will
provide consent forms to the respondent of Amazon in order to get authentic and reliable
information on customer buying behaviour.
SAMPLING
Sampling is process of act, process or technique of selecting representative part of
population for the purposes of evaluating the characteristics of whole population. There are two
types of sampling probabilistic and non-probabilistic. Probabilistic refers to the probability or
likelihood of selection which is non-zero while non probabilistic technique are used for not
known member of population. For the present study scholar will use random sampling method in
probabilistic that is based on primary method of data collection. In this study scholar will select
random 20 customers of Amazon in order to determine their buying behaviour.
VALIDITY AND RELIABILITY
The research will be based on the secondary data which is available on the website of
Amazon Inc.. At the same time, some other sources which shall be taken into focus are picked up

form authoritative sources. Articles of well reputed publishers are to be inculcated while
producing report. In the report both types of data has to be used and the source of data will be the
set of information provided by organization itself and few other sources which are ensuring
validity factor.
The research would be reliable since the process which is going to be practised consists
all those elements, having great prominent and also deliver mammoth assurance to pour out
better results. The study would rip off all dimensions of the research aim and objectives. Here it
can be assured that the reliability factor would be quite augmented.
RM LIMITATIONS
The chosen set of information will be taken form the website of Amazon Inc. There may
be issue of data manipulation or improper presentation of data. The research is mainly based on
this data so the final outcomes of research may be having sort of discrepancies. At the same time
due to lack of time factor the research may be kept to certain brim with this regard some errors or
lack of utter picture may be found in the driven conclusion.
The main attention will be paid to secondary data and to pre decided level primary data
would be collected and evaluated so there may sort of mismatch due to selection of data yet it
would be kept in mind to fetch the most rational outcome to the users of the report but the
presence of limitations can not be denied.

TIMELINE
Activities/ Weeks 1 2 3 4 5 6 7 8 9 10 11 12
Selection of Research
topic.
Aim, Objectives and
questions of research
development.
Reviewing literature.
Designing
questionnaire for
research.
Collection of data.
Analysing and
interpreting the data.
Extending
recommendations.
Submission
Waiting for reflection
or feedback.
Modification of
research and
submission.
APPENDIX

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