BUS301: Social Network in Business Research Report - Netflix Analysis

This report comprehensively examines the advantages and disadvantages of integrating social networks into business operations, with a particular emphasis on Netflix as a case study. The research explores the benefits, such as enhanced marketing capabilities, customer engagement, and global reach, while also addressing the limitations, including the potential for cyberattacks and negative feedback. The methodology incorporates both qualitative and quantitative research methods, including literature reviews, interviews with marketing managers, and surveys of employees. The report also outlines the research process, from formulating research questions to data analysis and the limitations encountered during the study. The conclusion highlights the increasing importance of social media in business and its impact on business strategies, recruitment, and market expansion. This report provides valuable insights into how companies can leverage social networks to maintain a competitive edge.

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Running head: BUSINESS RESEARCH

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Table of Contents
Introduction......................................................................................................................................3
Project scope....................................................................................................................................3
Research questions...........................................................................................................................5
Research Design and Methodology.................................................................................................6
Qualitative research......................................................................................................................6
Quantitative research....................................................................................................................8
Research Limitations.....................................................................................................................10
Time schedule................................................................................................................................10
References......................................................................................................................................13
Appendix........................................................................................................................................15

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Introduction
A corporation is becoming smarter each day by exercising the latest technologies in an
organization to deal with day-to-day practices. There are several corporations who execute the
social media strategy into an organization to use platform for business efficiency. The
application of social network in an organization facilitates the different benefits to enterprises.
There are several users to use the effective technique for business communication, research
technique, market insight, global marketing technique, recruitment and selection platform and
techniques for increasing business overseas. Under this report, Netflix will be assessed to assess
how the company adopts social network in business (Adhikari, et. al., 2012). Moreover, several
benefits and limitation of the social network will be explained in the report with respect to
Netflix and other company to understand their benefits.
Project objective
The given below are the objectives of this report:
 Initially, the goal of this research is to understand how the company uses the social
network in the company by assessing the example of Netflix and other corporations
 The objective of this research is to identify the pros and cons of adopting the social
network in the business and evaluate how they affect Netflix and other corporations.
Project scope
The scope of this research is wider as it contains the positive and negative side of the social
network in business. This report will evaluate the social networking strategy of Netflix but its
scope is not limited to Netflix and examples of several other corporations will also be entailed in
this research.
Summary of Literature review from a previous assignment

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It can be summarised that social networks are dedicated application and websites that facilitate
the user a way to interact with each other across the international level by posting videos,
pictures, comments, messages and other information. The company uses the social network as
they can high amount of customers by exercising such websites and communicate with their
audience.
Netflix is one of the companies that use the social network to perform a different business
function which result in increasing its productivity. One of the key benefits of using a social
network is that it facilitates a significant and low-cost marketing technique to business. There are
several social media sites like YouTube, Twitter and Facebook to create a high amount of money
by demonstrating the advertisement to their users (Castronovo and Huang, 2012).
A corporation can use online channel for endorsing the content and share data regarding their
future content. It can be also evaluated that Netflix exercises its social media accounts to post
data and communicate with the customers that produce positive reputation to the corporation. In
addition, users are accountable for sharing the experience and feedback regarding Netflix
facilities directly to the corporation and collect responses from customers. The company
exercises social network for communication in business (Gomez-Uribe and Hunt, 2016). Social
media link people across the globe as it is a significant technique for human resources fields to
recruit the skilled workforces from across the world. People can send their application of job to a
company in all over the world and human resource department can assess them as per their skills
and qualifications. The company can also adopt the social media sites for completing the
investigation on customers and increasing market perception (Griffith, 2015). It also allows a
business for developing the business strategies that are personalized as per the demand of
customers.

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It is summarised that social networking is disadvantageous for the company in terms of online
bullying. Social media sites are open for each individual and they can easily generate a free
account. But, at the same time, each individual has right to share about their likes and dislikes of
products and services. They can also give negative feedback on the company page. Another
limitation of using a social network is gaining the vulnerability of cyber-attacks. A corporation
uses social media sites like faces risk of cyber attacks with people. Netflix faces cyber attack in
which cyber criminal leaked the demonstration of its hit TV serried alias as Orange is new black
online (Kumar, et. al., 2013). The company can face the probability of getting the unfavorable
market as it may adversely impact on the profitability.
Justification of research problem
In the modern times, Netflix and other companies should adopt the social media activities to pull
the attention of customers. These social media channels have both negative and positive sides for
business. This research is significant to assess the different strategy for using social media in
business.
Literature gap and opportunity
A researcher will discuss the positive and negative sides of using social media in business in the
literature review. It will give the opportunity for assessing the strategy of social media in the
business. This investigation will also emphasize on using social media practices in the business
for persuading the customers. But, at the same time, small sample size creates literature gap as
there are a small amount of people who are not interested to engage in the research.
Research questions
Primary question
 What is conceptual framework for social media in case of Netflix and other companies?

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Secondary question
 What are the positive and negative sides of using social media in business in case of
Netflix and other companies?
 What are the strategies for using social media in business in case of Netflix and other
companies?
Research Design and Methodology
Qualitative research
Chart 1: Qualitative research process
(Sources: Lipsman, et. al., 2012).
Qualitative research procedure incorporates the several phases for completing the research in a
feasible manner. In the starting stage, the general research question is framed by a research
scholar. After that, the researcher will require choosing the appropriate subjects and sites
associated with the research study. In the next process, relevant data will be obtained by using
the appropriate data collection technique. In the fourth phase, data would be interpreted for
developing comprehensive framework regarding research. Subsequent, conceptual theoretical
work will be used by a researcher to develop the awareness about research concern. Before

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interpreting the data, there is need to collect the further data regarding research and also needs to
the tighter specification of the research questions. In the last research procedure, findings will be
written up and the conclusion will be specified by a researcher (Turban, et. al., 2017).
Approaches to reliability and Validity
Reliability is vital to assure the information of qualitative research. In addition, the inductive
approach would be executed under this investigation by a researcher to assess the research
reliability. An investigator would be proficient in improving the validity and reliability of
research result. Through the validity approach, an investigator would be accountable to build the
theoretical understanding regarding research issues (Zaglia, 2013). As a result, this research
would be vital to improving the validity with the reliability of research ending results.
Sampling and Sample Size
Non-probability sampling technique would be used by a researcher where equal chance will not
be provided to participants. Further, samples will be selected as per the subjective judgment of
the investigator. But, maximum time with cost is required for conducting the interview due to
applying the open-ended questionnaire structure (Zhang and Venkatesh, 2013). In addition, 7
marketing manager would be chosen as a sample size from Netflix and other companies to
acquire the information regarding research issues.
Data Collection Method
Primary data pooling tool would be executed to accomplish the predetermined goals and
objectives. This technique would be beneficial for the researcher to gather the fresh, innovative
and first-hand data with regards to first research objective. A researcher will use both surveys
through questionnaire and interview for gathering the depth information regarding research

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concern. Hence, it is a suitable method for gathering the facts and figures from targeted
respondents (Cook, 2017).
Variables Specifications
There will be need for different variables in this research like independent variable and
dependent variable. In such way, the independent variable will be social media and dependent
variable will be the business performance of Netflix and other companies (Bryman, 2015).
Quantitative research
Chart 2: Quantitative research process
(Sources: Sekaran and Bougie, 2016).
On the basis of above chart, it could be evaluated that theory is developed in the first stage. After
that, the hypothesis will be developed by a researcher for identifying the relationship between
two variables. In the third process, research design will be constructed by a research scholar to
complete the research in a systematic way (Fuchs, 2017). After that, the concept will be
measured by a researcher through different research instruments. In the next step, research
scholar will make a selection of respondents and research subject. Subsequently, research
Quantita
tive
process

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instrument and pooled data will be managed by using the researcher (He, et. al., 2015). In the
next phase, data will be processed into the research. After that, data will be analyzed by using
different techniques. Later, findings will be interpreted to arrive at the valid conclusion.
Research Instrument
The second-hand information would be executed for meeting the research aim and objectives.
This information would be acquired by implementing different tools like offline and online
material, academic publication, government publication, and textbooks. This research instrument
will be applied by an investigator to support the primary facts and figures. As a result, it will be
essential to pool the reliable outcome (Bryman and Bell, 2015).
Quantitative Data Analysis Process
Chart 3: Quantitative data analysis process
(Sources: Eriksson and Kovalainen, 2015).

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The above chart shows that there are different phases for analyzing the quantitative facts and
figures. In the primary stage, a researcher will assess the problem of investigation. Later, the
conceptual framework will be developed by an investigator to overcome the research concern. In
the next procedure, an investigator will pool the input regarding the investigation and also
generate an appropriate solution. Subsequent, the solution would be assessed by an investigator
for arriving at the valid conclusion (Brooks, 2015). In the last, results will be implemented in the
process of investigation.
Sampling and Sample Size
Simple random sampling method will be selected by a researcher to select the participants for
conducting the survey questionnaire. This method would be selected as it provides equal chances
of being selected employees from the population (Prpić, et. al., 2015). A researcher scholar will
select 65 workforces as a sample size from Netflix to conduct the survey through a questionnaire.
Reliability and Validity of Data
An investigator will use survey through a questionnaire in order to determine the uses of social
media in business. Moreover, reliability approach would be implemented for measuring the
constancy of research result. The qualitative data would be accessed through literature review in
order to enhance the validity of investigation result in the chronological way (Trainor, et. al.,
2014).
Research Limitations
It is identified that there is certain limitation faced by an investigator for conducting the research
study. These limitations could be cost, time and resources. Another limitation is inadequate
sample size for collecting the data via survey through a questionnaire. A researcher will be

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responsible to keep the privacy of predetermined respondents. Consequently, this limitation
could impact the research outcome (Luo and Zhong, 2015).
Time schedule
Milestone of research No of the week to complete each
milestone
1 2 3 4 5 6 7 8 9 10
Research issue specification
Development of aim and objective
By using different technique, pooling
data for research
Research questions framing
Sample size selection through
feasible method
Data assessment
Final report writing
Submission report of research
(Sources: See exhibit 1)
Conclusion
As per the above interpretation, it can be concluded that uses of the social network have
increased in the corporation. Netflix builds approaches for effectively using social media in order
to maintain the competitive benefits. The use of social network has gained because of increasing
social media users and internet-based facilities. The social network offers new business
opportunities with market expansion strategy to business.
It can be concluded that company uses social media sites because of several benefits like
recruitment and selection platform, global marketing technique, techniques for expanding
business overseas, market insight, and research technique. These benefits permit the company to
build and maintain the competitive benefits in the industry. It also helps to expand the market

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base and profit opportunities. But, a corporation faces different challenges when using social
network strategy because of several benefits like insider threats, online bullying, and
vulnerability to cyber attacks, negative marketing, and continuous monitoring. It can be also
summarised that both qualitative and quantitative research design will be used in this research.