Amazon's Social Media Marketing and Online Reputation Management

This annotated bibliography provides a comprehensive overview of Amazon's social media marketing strategies and their impact on online reputation management. It covers various aspects, including the role of social media in building brand reputation, enhancing customer engagement, and driving revenue. The bibliography includes analyses of articles discussing Amazon's use of email marketing, social media platforms like Facebook and Twitter, and innovative approaches like personalized tweets. It also examines the importance of online reputation management in the e-commerce industry, highlighting how Amazon leverages social media to maintain a positive brand image and maximize shareholder value. The resources cited offer insights into Amazon's success in utilizing social media to connect with customers, adapt to changing market trends, and establish itself as a leading e-commerce marketplace.

Running Head: AMAZON 0
Management

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Annotated Bibliography
Article 1-
Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2017). Electronic
commerce 2018: a managerial and social networks perspective. Springer
In this article, authors has described the meaning of social media in the business
organization. With the help of this book, it has also highlighted the importance of social
media for the employees as well as management of the organization. All the information or
things explain in this article has proved to be helpful in knowing the usefulness of social
media. It is being stated that social media is the online communication channel that is proved
to be useful for sharing the information online. Several social networking websites assist the
users to share various kind of knowledge. In addition to this, it has also explained the social
media as an essential digital platform at the workplace.
Article 2
Proserpio, D., & Zervas, G. (2017). Online reputation management: Estimating the impact of
management responses on consumer reviews. Marketing Science, 36(5), 645-665.
In this article, author has described the concept of reputation management in organization. It
has also clearly explained importance of managing reputation in business. It has stated that
brand reputation is quite essential for growing the business. It has clarified that a positive and
strong reputation of business helps in increasing the confidence of customers that ultimately
drives the growth and sales. By knowing the essential of brand reputation, organization has
started putting emphasis on building the competitive environment. The clear analysis about
reputation management through this article is helpful in knowing its concept.
Article 3
Simplify360. (2016). Why online reputation management is critical for the growth?
Available from: http://simplify360.com/blog/why-online-reputation-management-is-
critical-for-growth/
Through this article, author had clearly described the concept of online reputation
management. Author has also clarified the confusion of people regarding reputation
management. By undertaking proper research, it stated that the customers determine

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reputation management more as compare to efforts. It has also led down the example of
Amazon. It is being said that Amazon properly use the innovative way by adding the
representative name in each tweet. With the help of such initiative, it is able to create the
friendly reputation with its customers.
Article 4
Miller, G. (2018). Four keys to the Amazon’s marketing success (And how to improve them).
Available from: https://www.annexcloud.com/blog/four-keys-to-amazons-marketing-
success/
This article has successfully outlined the Amazon success in the marketing. Author
has clearly described that social media has helped Amazon in a greater way to build the
reputation in USA as well as other countries. Among all the social media strategy, Amazon is
significantly using the email-marketing channel for building the reputation. By understanding
this article properly, readers will come to know about the importance and role of social
median in building the reputation of brand. Amazon is proved to be quite effective in utilising
its marketing strategies in appropriate manner. Therefore, how it led to the success of
Amazon has been clearly described by the author in this website.
Article 5
Wicks, D. (2015). Role of social media in today’s business. Retrieved from:
https://www.socialmediatoday.com/social-business/role-social-media-marketing-
business
In this article or website, author has given major emphasis on the role of social media
in the 21st century. By getting this information, it is helpful to now the essentials of social
media at workplace as well as outside. The company Amazon clearly presented the best
example of using social media. Relevant facts are also being given by the author importance
of social media in the workplace. It has also effectively described the essential role of social
media in order to get success in today’s business environment. This article is reliable as it
contains all the relevant information regarding social media.
Article 6

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eMarketer. (2019). Amazon is now the no. 3 Digital AD platform in the US. Retrieved from:
https://www.emarketer.com/content/amazon-is-now-the-no-3-digital-ad-platform-in-
the-us
This article properly describes the role of social media in the reputation management
of Amazon in US. It has stated that Amazon is able to get the large amount of revenue from
the social media. It has been mentioned that with the help of social media, it is able to get
more revenue every year. In the coming year also, it has been estimated that Amazon will
able to get the more brand reputation and revenue by using social media in effective way. In
this way, all the information contained in this article is helpful to understand the importance
of social media in Amazon for building its reputation in the every changing competitive
market.
Article 7
Boston, S. (2019). Amazon’s social media marketing strategy to inspire buyers & drive
revenue. Retrieved from: https://etaileast.wbresearch.com/amazons-engaged-buyers-
drive-social-media-revenue
In this article, author has given emphasis on the success of Amazon by getting
millions of customers through social media. It has explained that with the help of social
media, Amazon is able to get the most valuable customers in US. Due to this only, Amazon is
able to get the great reputation in every aspect. It has clarified that it is able to generate the
high level of customer engagement at every level through the social media. On its several
social media sites, it has several customers who properly engage with Amazon and take
interest.
Article 8
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing
activities in e-commerce industry: Scale development & validation. Telematics and
Informatics, 34(7), 1294-1307.
The major emphasis in this article has given on the several social media marketing
activities that are used by the organization. It has clearly underlined the social media
activities done by Amazon. The research done by author is helpful in knowing how social

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media has helped Amazon in driving engagement. It has also founded that Amazon is able to
build the social network as one of the top e-commerce marketplace in the US.
Article 9
Miley, J. (2014). Amazon knows why social media is important. Retrieved from:
https://blog.halfabubbleout.com/blog/bid/384949/Amazon-Knows-Why-Social-
Media-is-Important
The website highlights the Amazon reputation by thriving the internet marketing
strategy in US. It has also explained some essential things that are significant while creating
any strategy. Amazon uses these essential components effectively and these are engagement,
strategic, creating of better content as well as staying up-to date with trends and changes in
social media. Recently, it is founded that Amazon has around 23 million likes on the page of
Facebook. By highlight all those products and coupons, it is able to receive the reputation for
its brand. In addition to this, it is also able to effectively utilise the reputation management
theory by expanding its wing in the E-commerce properly.
Article 10
Colicev, A., Malshe, A., Pauwels, K., & O'Connor, P. (2018). Improving consumer mindset
metrics and shareholder value through social media: The different roles of owned and
earned media. Journal of Marketing, 82(1), 37-56.
In this peer reviewed journal article, different authors have discussed how proper
investment in social media can affect the value of shareholder as well as consumers. It is also
truly stated that effective use of social media helps in maximising the shareholder’s value in
organization. Same is the case with Amazon that is able to get the positive reputation with the
effective use of social media. It can included the several metrics of social media websites
such as Twitter, Facebook, and You Tube.
Article 11
SEO Theory. (2019). What is reputation management theory. Retrieved from:
https://www.seo-theory.com/what-is-reputation-management-theory/
In today’s era, it is significant for the organizations to understand the concept of
reputation management theory in order to succeed. In this website of reputation management,

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few concepts are being discussed related to the reputation management. Few components are
linked with the reputation management. These are brand value, engagement, hostile
environment, hostile entity, name space, shared name space, and result flipping. All these
components are essential to manage or utilize in order to maintain the brand reputation
positively. The content founded in this website will proved to be fruitful for the reader.
Article 12
Marvin, G. (2017). Amazon’s latest marketing and sales growth strategy: a social platform.
Retrieved from: https://martechtoday.com/5-ways-amazons-new-social-network-
spark-lift-booming-business-even-higher-201427
In this article, author has identified the recent changes brought by Amazon in US. The
new and changing trend of Amazon has also helped it in getting huge growth and reputation.
In this way, social media has played an effective role for the growth of Amazon is US. Most
important, Amazon has started a new social feed with the name “Spark” on every iPhone in
US. It is true that all these initiatives are helping the Amazon to get more customer base. In
addition, it has also discussed the prime membership of Amazon that is helping it in keeping
the customers stick to its brand. This study will help the reader in knowing how several
initiatives taken by Company can help in building strong reputation.

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References
Boston, S. (2019). Amazon’s social media marketing strategy to inspire buyers & drive
revenue. Retrieved from: https://etaileast.wbresearch.com/amazons-engaged-buyers-
drive-social-media-revenue
Colicev, A., Malshe, A., Pauwels, K., & O'Connor, P. (2018). Improving consumer mindset
metrics and shareholder value through social media: The different roles of owned and
earned media. Journal of Marketing, 82(1), 37-56.
eMarketer. (2019). Amazon is now the no. 3 Digital AD platform in the US. Retrieved from:
https://www.emarketer.com/content/amazon-is-now-the-no-3-digital-ad-platform-in-
the-us
Marvin, G. (2017). Amazon’s latest marketing and sales growth strategy: a social platform.
Retrieved from: https://martechtoday.com/5-ways-amazons-new-social-network-
spark-lift-booming-business-even-higher-201427
Miley, J. (2014). Amazon knows why social media is important. Retrieved from:
https://blog.halfabubbleout.com/blog/bid/384949/Amazon-Knows-Why-Social-
Media-is-Important
Miller, G. (2018). Four keys to the Amazon’s marketing success (And how to improve them).
Available from: https://www.annexcloud.com/blog/four-keys-to-amazons-marketing-
success/
Proserpio, D., & Zervas, G. (2017). Online reputation management: Estimating the impact of
management responses on consumer reviews. Marketing Science, 36(5), 645-665.
SEO Theory. (2019). What is reputation management theory. Retrieved from:
https://www.seo-theory.com/what-is-reputation-management-theory/
Simplify360. (2016). Why online reputation management is critical for the growth?
Available from: http://simplify360.com/blog/why-online-reputation-management-is-
critical-for-growth/

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Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2017). Electronic
commerce 2018: a managerial and social networks perspective. Springer
Wicks, D. (2015). Role of social media in today’s business. Retrieved from:
https://www.socialmediatoday.com/social-business/role-social-media-marketing-
business
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing
activities in e-commerce industry: Scale development & validation. Telematics and
Informatics, 34(7), 1294-1307.