The Impact of Social Media on Walmart's Growth and Performance: A Qualitative Research Report

This research report explores the role of social media in enhancing the growth and performance of Walmart. It utilizes a qualitative research approach, employing interpretivism as the research philosophy and a descriptive research design. The study examines the use of social media platforms like Facebook and Instagram for market research, product promotion, and customer engagement. The report analyzes the benefits and challenges of social media marketing for Walmart, providing recommendations for future strategies. The findings highlight the importance of social media in building brand awareness, fostering customer relationships, and driving sales.

Research Report
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Table of Contents
Methodology....................................................................................................................................3
Analysis recommendations..............................................................................................................9
Future research...............................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
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Methodology
It is a significant part of the research which supports to conduct different activities and develop s
a design to conduct the research. It is required to be careful in the research methodology section
due to its effects on data reliability and valid data collection. It is essential to collect valid data
and information in the research to provide accurate outcomes according to the research
objectives. Research approach, philosophy, data collection methods, research techniques, data
sampling techniques etc. are covered in the research methodology section. A proper research
methodology is given in below-mentioned points:
Research philosophy
It is a kind of belief about the manner in which data and information have to be collected in the
research. It is essential to determine an effective research philosophy to ensure the data
collection, use and analysis. Positivism and interpretivism are the significant part of the research
philosophy which is considered to conduct a research. Explanation of both research philosophies
are given below:
 Positivism: it is based on the generalisation of the observable reality and outcomes of the society.
It is effective to focus more on the real facts based on the research topic which helps to get better
outcomes by conducting a research. It has a need of more structured kind of research starting
from the hypothesis, objectives, data collection method, data analysis have to be appropriate
(Padilla-Díaz, 2015).
 Interpretivism: It is grounded on the understandings of human nature and their different roles in
the society. It helps to analyse the social roles according to the determined objectives and
perspectives. This research philosophy is effective to analyse social roles and human emotions. It
helps to interpret data effectively based on the social needs and human emotions related to the
research objectives (Mkansi and Acheampong, 2012).
Interpretivism research philosophy will be effective to use in this research to analyse the use of
social media in enhancing growth and performance of Walmart.
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Research Design
IT is significant to develop an effective research design by researcher can attain research
objectives by the structured research. Explanation of some research design is given below:
 Experimental: These kinds of research designs are effective to use in the natural science. It
cannot be used in analysing human behaviours due to use of the scientific process in this research
design (Neuman, 2013).
 Exploratory: This research design is effective to analyse own ideas and perspectives. It supports
the researcher to obtain data and information based on ideas utilised in the research. This
research design is efficient to explore new research ideas and perspectives.
 Descriptive: This research design is effective to explain to describe a particular situation and
changes which can be developed by the research. It is a kind of theoretical research which is
based on the presentation of data and collection design. In this kind of research design
knowledge, attitude, beliefs, and opinions are collected based on the research objectives
(McDaniel and Gates, 2013).
This research is based on the use of social media in the Walmart to enhance growth and
performance of the company. The descriptive research design is effective to use in this research
to describe a situationally based research on the company.
Research type
It is a most significant section of the research methodology which helps to develop a research
structure and activities. Basically, it is divided into two sections which are qualitative and
quantitative given below:
 Qualitative: This research types generally used to gather views and opinions of people belongs to
research theme or topics. It emphasises to collect non-numeric data based on the research
objectives. It provides a wider area to analyse different aspects of researcher belongs to the
research topic. It focuses on the observation of views and suggestion of different people based on
the research topic. It is more subjective kind of research in which different kinds of data
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collection methods can be used. Interview, personal discussion, a focus group can be used to
collect data (Bryman, 2017).
 Quantitative: This research type is based on the numeric figures and numbers based on the
research objectives. It is more specific research type which provides more accuracy in the data
collection and outcomes. It is used in scientific and statistical research to gather numerical data
to develop research and outcomes accordingly. This research type is effective to conduct
investigative research based on research problems. A key objective of this research method is to
employ mathematical tools, theories and hypothesis to develop a phenomenon. It provides a
fundamental relationship in empirical observation and mathematical expression of outcomes
(Gale, et. al., 2013).
This research is based on the Walmart to analyse the uses of social media to enhance the
performance of the company in which different aspects have to be analysed to attain the research
objectives. Qualitative method is effective to conduct the research to analyse the different use of
social media in the company.
Research approach
Inductive and deductive are the prime research approach used to develop research which is given
below:
 Inductive: This research approach supports to generalise information from specific to general by
studying different theories and observation. This research approach is used to analyse patterns of
observation and develop an explanation of patterns based on the research hypothesis. All the
theories and hypothesis are developed at the last of the research which provides a freedom to the
researcher to make changes in on-going research.
 Deductive: this research approach is effective to develop research design and hypotheses before
conducting the research. It is effective to test the hypothesis by the research strategy which can
help to the researcher to attain better outcomes. Deductive approach is focused on developing a
conclusion based on propositions. It helps to develop casual relationships in the variables and
also supports to generalise research findings to explain in a context of the situation.
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The deductive research approach is more effective to develop relevancy in between social media
and performance of the company. Research outcomes and findings are also can be based on the
company by this research approach.
Data collection method
It is essential to determine effective data collection methods by which researcher can get
effective data to justify the research outcomes according to the research objectives and
hypothesis. Some of the data collection methods are given below:
 Primary data collection: This data collection method focused to collect fresh data which has
never been used before. Interview, survey, questionnaire, case study analysis, focus group
interviews can be used in this. All of these data collection methods are effective for the
quantitative type of research (Lewis, 2015).
 Secondary data collection: It is used in secondary research in which user data which are relevant
to research objectives and hypothesis are used. Books, websites, articles etc. are used to collect
relevant information and data to develop findings and outcomes. Government data is the most
effective resources which can be used to collect data (Maxwell, 2012).
Different uses of social media marketing can be analysed by the use of secondary data collection
method. This is cost effective and less time-consuming method which provides a wide range of
data based on the research objectives.
Data analysis
Gathered data and information is essential to analyse their relevancy and to develop outcomes.
Qualitative and quantitative data analysis methods are used in data analysis. Data analysis is a
significant step of the research which helps to develop a conclusion by the researcher (Miles, et.,
al., 2013). Qualitative data analysis supports to describe characteristics of the collected data
according to the research hypothesis and objectives. It helps to separate quality data from the
gathered information on the basis of which research findings and conclusion can be developed by
the researcher (Holloway, I. and Galvin, K., 2016). Quantitative data analysis method is focused
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to develop an outcome on the basis of collected figures. Qualitative data analysis method is
effective to analyse the different use of social media for the company.
Ethical consideration
It is essential to collect relevant data in this research to identify the use of social media for the
Walmart to enhance their sales, market share and performance in the targeted market. All the
data which will be collected in this research will be realistic and accurate according to the
research hypothesis and objectives. In the secondary data collection, all of the data which will be
collected in this research have to be from the authentic data source.
Validity
It is essential to develop standards for validity of the data which will be collected in this research.
All of the information which has to be collected in this research has to be from the journals and
articles based on the social media uses in the companies.
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Analysis recommendations
On the basis of collected data, it has been analysed that social media is a significant factor to
enhance product promotions in the target market. Most of the companies which are working in
the international market are using social media platforms to promote their product in their
targeted market (Terrell, 2012). It has been analysed that Facebook is most used social media
platform which provides a wide network to communicate in a while. It has been also analysed
that people are more engaged in the Facebook as compare to any other social media platform. It
has been analysed that effective strategies develop significant impact in the product promotions.
Geographical segmentation is possible to develop in the Facebook by taking hosting of a specific
geographical area. Market research is another benefit of social media platforms. Companies can
conduct market research which can help them to analyse market demand and need which are
remaining to be covered by them.
WALMART should use Facebook as its prime social media marketing channel from which they
can conduct market research and product promotion. Geographical based marketing can help the
company to develop segmented marketing activities to design marketing strategies according to
the market segments. Instagram is the second leading social media platform on which company
can promote its wide range of product. They can use this platform to promote a specific product
in the targeted market by promoting its images and videos. Social media can be used for content-
based marketing in which they can explain their product benefits and rationales to select their
product in the targeted market to attract people. WALMART can ask queries, issues, and
problems of their targeted customers by the social media platforms which can help them to make
changes in the business activities and products as well according to the needs of its targeted
customers (Ormston, et., al., 2014). It is essential for the company to develop a team for social
media marketing operations which can help them to develop a lead on the targeted market. The
company should use Facebook marketing to develop a curiosity about any product, strategies for
customers before its launch. It helps to develop a successful launch of product and strategy in the
targeted market.
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Future research
Different areas are remaining which are related to the growth and performance of a company on
which research can be conducted in the future. Some of the research topics are given below on
which research can be conducted in the future:
 Factors that impact on the growth and performance of the company
 Influence of positive consumer behaviours on purchase decisions
 Effects of unethical issues on organisational performance
Some of the research topics have been provided in the above on which research can be conducted
in the future.
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Conclusion
On the basis of above research report, it has been concluded that development and change are
significant to implement in the internal and external business activities of any organisation. Uses
of social media are high on priority for any organisation which is suffering to enhance their
performance. Facebook is most effective social media platform which also has developed its self
for business purposes. An organisation can conduct proper market research by this social media
platform. By analysing different reviews of authors a conclusion has been developed that use of
social media supports into develops compatibility of an organisation according to the market
needs.
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References
 Bryman, A., 2017. Quantitative and qualitative research: further reflections on their
integration. In Mixing methods: Qualitative and quantitative research (pp. 57-78). Routledge.
 Gale, N.K., Heath, G., Cameron, E., Rashid, S. and Redwood, S., 2013. Using the
framework method for the analysis of qualitative data in multi-disciplinary health research. BMC
medical research methodology, 13(1), p.117.
 Holloway, I. and Galvin, K., 2016. Qualitative research in nursing and healthcare. John
Wiley & Sons.
 Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
 Maxwell, J.A., 2012. Qualitative research design: An interactive approach (Vol. 41).
Sage publications.
 McDaniel, C. and Gates, R., 2013. Marketing research. Singapore.
 Miles, M.B., Huberman, A.M. and Saldana, J., 2013. Qualitative data analysis. Sage.
 Mkansi, M. and Acheampong, E.A., 2012. Research philosophy debates and
classifications: students’ dilemma. Electronic journal of business research methods, 10(2),
pp.132-140.
 Neuman, W.L., 2013. Social research methods: Qualitative and quantitative approaches.
Pearson education.
 Ormston, R., Spencer, L., Barnard, M. and Snape, D., 2014. The foundations of
qualitative research. Qualitative research practice: A guide for social science students and
researchers, pp.1-26.
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 Padilla-Díaz, M., 2015. Phenomenology in educational qualitative research: Philosophy
as science or philosophical science. International Journal of Educational Excellence, 1(2),
pp.101-110.
 Terrell, S.R., 2012. Mixed-methods research methodologies. The qualitative
report, 17(1), pp.254-280.
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