Impact of Social Media Marketing on Business Performance: A Case Study on Amazon

How can social media marketing impact
on business performance
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INTRODUCTION...........................................................................................................................3
Literature Review.............................................................................................................................4
Research Methods............................................................................................................................6
Main Findings..................................................................................................................................8
Conclusions, Evaluations and Recommendations.........................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Background of the project
Social media marketing defines as use of social media as well as social media networks
to promote organisation services and products. In today's business for all social media marketing
is becoming most influential as well as important virtual space through which companies can
gain incredible benefits in terms of reaching millions of consumers worldwide, increasing brand
awareness, significant boost in sales and regular with consumers (Baud and Durand, 2021).
Present report is conducted on Amazon which is conducting its business operation as a
multinational organisation in number of industries. Company was founded in the year 1994 and
offer wide range of high-quality products and services to consumers around the world. Present
research report is conducted on the impact of social media marketing on business performance of
Amazon.
Aim:
“To investigate the impact of social media marketing on business performance”. A case
study on Amazon
Objectives
 To evaluate the importance of different social media platforms that Amazon can adopt to
enhance business performance
 To determine the challenges that can be faced by Amazon while adopting social media
marketing along with strategies to overcome them
Literature Review
Literature review is defined as a comprehensive study of already conducted research which
includes scholarly articles, review of works, survey and other sources. Mentioned below
literature review on the present research objectives is done:
Importance of different social media platforms that Amazon can adopt to enhance business
performance
As per the viewpoint of Dahl, (2021) social media platform is essential for all the
organisations whether it is small, local or big national company. Social media platforms benefits
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companies to connect with consumers and enhance brand awareness which significantly assist in
enhancing overall sales. More than 3 billion people around the globe are using social media
every month. This engagement is keeping on increasing which enhance its importance for
business organisation to reach consumers on instant basis. Social media offers a potential
opportunity to business organisations, as with the help of this company can develop strong
consumer base and can further reach more level of audience while taking use of different social
media platforms (Vollero, Sardanelli and Siano, 2021). There are different types of social media
platforms such as LinkedIn, Facebook, YouTube, Twitter, Instagram which is widely being used
by individuals around the world. These platforms provides an opportunity to company through
which they can promote their brand with the help of images, articles survey, videos etc in order
to engage consumers. Social media platform is also important for organisations through which
they can increase consumer engagement with the help of different techniques such as Facebook
live video streaming session etc. Social media platforms provide affordable marketing and
advertisement opportunity through which organisation can significantly grow their audience and
can fulfil organisational objectives in effective manner (8 Best Social Media Platforms for
Business: Your Ultimate Guide. 2021). Along with this with the help of social media platforms
like Facebook and Twitter organisation can solve issue of consumers and can create a system of
tracking consumer comments, complaints and questions on social media as quickly as possible in
order to resolve consumers concerns in a positive and helpful manner. Thus, from the above
analysis it has been identified that social media is playing a crucial element for business
marketing through which companies can conduct cost effective marketing while engaging with
consumers on continuous manner. It will significantly help in increasing conversion rate through
which organisation can assure higher growth profitability and maximum consumer reach.
Challenges that can be faced by Amazon while adopting social media marketing along with
strategies to overcome them
As per the view point of Elfström and Tam, (2021) in order to adopt social media
platforms in the marketing process organisation can face number of challenges. These challenges
are required to be overcome in order to improve marketing effectiveness of company. Challenges
that can be faced by Amazon in terms of adopting various social media platforms is mentioned
below:
Developing a social media strategy:
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