The Impact of Using Social Media in Business Organisation

This literature review explores the impact of using social media in business organisations, focusing on Amazon. It reviews the concept and importance of social media, determines the impact on business operations, and provides recommendations for better use of social media. The findings highlight the cost efficiency, higher customer engagement, improved brand awareness, and customer satisfaction achieved through the use of social media.

Business Management
Table of Contents

Title: The impact of using social media in business organisation...................................................1
Introduction......................................................................................................................................1
Literature Review.............................................................................................................................1
Findings............................................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

Title: The impact of using social media in business organisation
Introduction
Literature review is basically a comprehensive summary of various literatures based on
some pervious research work which are based on a specific topic. Thus, a literature review is
basically a systematic, explicit, and reproducible process of identifying, evaluating and
synthesizing the existing secondary information present in form of articles, journal and other
recorded form which is produced in past by some researchers, scholars, and practitioners (Chung
and et. al., 2017). The current literature review is based on the title of impact of using social
media in business organisation for which the selected organisation as Amazon. The main
objectives for current literature review which are associated with current title and lead better
evaluation of chosen topic are as follows:
 To review the concept and importance of social media for a business organisation.
 To determine the impact of using social media in business organisation like Amazon.
 To highlight the recommendation for Amazon to have better use and implication of social
media in its business operations.
Literature Review
The following literature review is based on above stated objectives associated with the title
of impact of using social media in business organisation which consists of evaluation of various
online articles and authentic journals.
To review the concept and importance of social media for a business organisation
As per the information provided by Keran Smith, the importance of Social media is
increasing and growing at warp speed in enhancing growth and deciding success level of an
organisation. The concept of social media is basically associated with the group of websites and
other online applications that enable users to create, develop and share variety of content over a
large network or lead to effective online participation in social networking sites and groups like
Fcaebook, Instagram, Twitter, etc. Thus, it can be evaluated that Social media act as a vital tool
of communication and interaction for a business orgnisation that enhance its capabilities and
strength to develop a better connect and connection with its target market through these social
media networking and sites (Qin and Men, 2019). It has been evaluated that more and more
people are joining social media sites and are using them regularly/efficiently thus, the social
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media industry is going and bound to become bigger are larger and is going to boom with
millions of users thus, lead an important and vital tool for organisations to target and connect
with the audience who are hanging around the popular social networks through use of virtual and
online advertisements (Arnaboldi, Busco and Cuganesan, 2017).
Further, as per the information provided by Tony Kihl, 2019, it can be observed that
social media is a vital concept for a business organisations to provide a global network and
platform for an orgnisation to connect and interact with its target market with the help of online
and digital marketing and advertising techniques. Beside this social media adverting is more cost
effective as compared to traditional advertising methods like print and TV ads along with lauding
larger number of target audience with enhanced prospects that increase conversions and
ultimately lead to a higher return on investment for organisation in form of a larger customer’s
base and higher productivity (Wang, Pauleen and Zhang, 2016).
To determine the impact of using social media in business organisation like Amazon.
As per the view point of Farzana Parveen, 2020, social media is a fast growing
phenomena that is leading vital impact on continual communication and other business
operations of an organisation through leading vital changes in its marketing and promotion
strategy. It has been evaluated that use of social media lead to an enriched way of
communicating and setting continuous connection with customers through use of more efficient
digital and online Platforms thus, lead to a positive and optimistic impact on overall business
operations and performance of Amazon and other organisation (Cawsey and Rowley, 2016).
Beside this, Social media lead to a major influence and impact over a business organization and
its culture an evaluation of which is provided below in context of Amazon:
Cost efficiency and higher customers engagement- The first and foremost impact lead
by Social media is that it lead to a more cost efficient and effective way of marketing that lead to
enhanced and higher customers engagement. It has been evaluated that use of social media by
Amazon lead to a more efficient and cost effective way to connect with customers through
sharing a video, photos and other digital context to build excitement for products and services
that lead to enhanced sales and higher customer engagement for its brand and products (Manetti
and Bellucci, 2016).
Improved Brand Awareness through Sharing of positive news- The another impact of
use of social media consists of improved brand awareness of an organisation through sharing
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positive and advantageous news and aspects of an organisation. It can be observed that the
employees and other shareholders of Amazon keeps on sharing positive information about this
brand that maintain high brand image and enhanced customer loyalty thus, lead to a positive
impact on overall productivity and performance of Amazon (Papa and et. al., 2018).
Improved customer satisfaction through Direct feedback- It can be observed that use of
social media lead to positive impact on business operations and functions of an orgnisation
through ensuring direct and regular feedback from customers regarding the product and services
offered. Thus, use of social media by Amazon yield a high customers satisfaction in its target
audience thorough providing a platform to share their view point and opinion that lead an
influence on strategies of Amazon to rethink on needs of customers thus, ensures higher
customer satisfaction to retain and cater them for a longer period (Knoll, 2016).
To highlight the recommendation for Amazon to have better use and implication of social
media in its business operations.
As per the information provided by Hitesh Bhasin, 2019, the highlighted ways that could
be recommended for Amazon to have better use and implication of social media in its business
operations are evaluated as follows:
 Determining target audience- The first and foremost way associated with better use of
social media by Amazon consists of evaluating the target audience for which the
marketing or promotion strategy is made as it lead support for adoption of suitable
platform and content as per the taste and preference of target audience thus, enhance
viability of use of social media (Chung and et. al., 2017).
 Selection of suitable platform- After deciding the target audience a viable platform like
Instagram, Facebook, Twitter, pinterest, etc must be selected by Amazon that provide
maximum reach and assess to larger number of customers and also ensures better
connectivity and enhanced interaction with target audience (Qin and Men, 2019).
 Creation of attractive content- The another recommendation that could be made for
Amazon is creating and developing a more attractive and exclusive content to attract and
cater larger number of customers that must consists of Real-time trends, Video, stories,
Meme, Photos, Video Slideshares, etc that must provide all relevant information in an
exclusive and attractive way.
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 Timely modification and change- It is also vital for Amazon to have timely modification
in its content and message to deliver information about recent news and new product mad
services along with leading use of new strategies and more innovative ways to make its
marketing and promotion strategy more effective through adopting and using recent
trends of social media (Arnaboldi, Busco and Cuganesan, 2017).
Findings
On the basis of above discussion, it has been find out the social media has become a vital
concept for a business organisation as lead to a more effective way of communicating and
interacting with larger customers base. Further, social media is also a most cost effective and
easiest way of marketing and promoting products and services of an organisation through means
of online and digital forms of Advertisements. Beside this, it has been also observed that use of
social media also lead significant impact on performance and operations of a business
orgnisation through leading higher customers satisfactions and ensuring enhanced customers
engagement through leading more effective communication and interaction with customers, use
of social media provides a platform for customers to share there view points and opinion in form
of feedback that lead to better strategy formulation by orgnisation to improve their products and
services. Further, enhanced brand awareness is also lead by social media through leading
interaction and connective with larger number of customers at global level. At last, it has been
also find out that determining target audience and adopting suitable platform and content along
with timely modification in strategise are effective way to ensure better use of social media.
CONCLUSION
With respect to above discussion it has been concluded that literature review provides a
better way to have evaluation and analysis of various past articles and journal along with other
literature work to get and develop better understanding about a specific topic. Further, it can be
summarised that Social media lead a significant impact on business organisation through leading
an effective way of communication and interaction with customers that lead to enhanced brand
awareness and better customer’s engagement and satisfaction.
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REFERENCES
Books and journal
Chung, A. Q. and et. al., 2017. Managing an organisation’s social media presence: An empirical
stages of growth model. International Journal of Information Management. 37(1).
pp.1405-1417.
Qin, Y. and Men, L.R., 2019. Exploring negative peer communication of companies on social
media and its impact on organization-public relationships. Public Relations Review.
45(4). p.101795.
Arnaboldi, M., Busco, C. and Cuganesan, S., 2017. Accounting, accountability, social media and
big data: revolution or hype?. Accounting, auditing & accountability journal.
Wang, W. Y., Pauleen, D. J. and Zhang, T., 2016. How social media applications affect B2B
communication and improve business performance in SMEs. Industrial Marketing
Management. 54. pp.4-14.
Cawsey, T. and Rowley, J., 2016. Social media brand building strategies in B2B companies.
Marketing Intelligence & Planning.
Manetti, G. and Bellucci, M., 2016. The use of social media for engaging stakeholders in
sustainability reporting. Accounting, Auditing & Accountability Journal.
Papa, A. and et. al., 2018. Social media as tool for facilitating knowledge creation and innovation
in small and medium enterprises. Baltic Journal of Management.
Knoll, J., 2016. Advertising in social media: a review of empirical evidence. International
journal of Advertising. 35(2). pp.266-300.
Online:
Hitesh Bhasin. 2019. How to use Social media effectively? Tips for Effective Social Media
Usage. [Online] Available Through:< https://www.marketing91.com/how-to-use-social-
media-effectively/>.
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Farzana Parveen. 2020. Impact of social media usage on organizations. [Online] Available
Through:<
https://www.researchgate.net/publication/286318728_Impact_of_social_media_usage_on
_organizations>.
Keran Smith. 2019. The Importance of Social Media in Business. [Online] Available Through:<
https://www.lyfemarketing.com/blog/importance-social-media-business/ >.
Tony Kihl. 2019. The importance of Social Media for Organizations. [Online] Available
Through:< https://strategicsocialmedialab.com/the-importance-of-social-media-for-
organizations/ >.
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