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

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