Analyzing Social Media's Impact on Aviva's Business Performance

This research project investigates the importance of social media in enhancing the performance of Aviva, an insurance company. The project begins with an introduction outlining the research topic, objectives, and research questions focused on how social media impacts organizational performance, profit generation, and the influence of technology. Task 1 covers the research project outline, factors influencing project selection, critical review of key references, research specifications, and planning procedures. Task 2 focuses on efficiently matching resources to research questions, undertaking the proposed research investigation, and recording/collating relevant data, including a questionnaire. Task 3 utilizes appropriate research evaluation techniques to analyze the results based on research specifications and provides recommendations for further consideration. The project concludes with a presentation of the research outcomes and findings, referencing key literature and providing insights into the effective use of social media for business growth and customer engagement.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Formulate and record research project outline .....................................................................3
1.2 Factors that contribute to the process of research project selection ....................................4
1.3 Critical review of key references .........................................................................................4
1.4 Research project Specification .............................................................................................5
1.5 Plan and procedure for agreed research specification ..........................................................5
TASK 2............................................................................................................................................5
2.1 Match resources efficiently to the research questions ..........................................................5
2.2 Undertake the proposed research investigation in accordance to agreed specifications.......5
2.3 Record and collate relevant data ..........................................................................................6
TASK 3............................................................................................................................................7
3.1 Use appropriate research evaluation techniques ..................................................................7
3.2 Interpret and analyse the results in terms of research specification .....................................7
3.3 Recommendations and justify areas for further consideration .............................................9
TASK 4............................................................................................................................................9
4.1 Use an agreed format and appropriate media to present outcomes for the research ............9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Research project is drawn to study on particular topic which is related to business so that
important and key areas are understood in effective manner. The researcher have to conduct
several interrelated activities so that proper results can be calculated. This research project is
based upon examining the importance of social media in order to enhance performance of
organisation (Aral, Dellarocas and Godes, 2013). The company selected for conducting research
is Aviva, a insurance company that deliver insurance services to their customers. It highlights
numerous evaluation techniques so that proper data can be interpreted so that proper results can
be analysed.
TASK 1
1.1 Formulate and record research project outline
As business environment is dynamic in nature which keeps on changing with time
therefore, it is necessary for companies to enhance their performance in order to create
sustainable image in market place. Research is a complex and interrelated process that include
several actions to be performed by researcher so that ultimate work procedure gets completed.
The topic which is chosen for this research is to study the importance of social media on overall
performance of organisation (Bitektine, 2011). The reason for which this topic is selected for
this research is that the effectiveness of social media is increasing day by day hence, to increase
the organisation's productivity it is crucial for them to make use of social media in adequate
manner. The title is described below:
Title : “ To identify the importance of social media to enhance
performance of organization”. A case study on Aviva.
Aviva is a well established insurance company and is among the best
pension providing and general insurer institution. Its headquarter is located
in London, United kingdom. The primary and fundamental motive is to make
use of social media so that they could able to maintain competitive image in
insurance industry. The objectives are:
 To determine the use of social media to enhance performance.
 To analyse the measures of social media that help in earning more
profit.

 To ascertain relationship in between technology and gaining
performance.
Research Questions: Research questions are formulated to focus on
all issues and challenges so that research process is formulated in order to
solve it.
 What is the use of social media in enhancing organisational
performance?
 How adoption of effective social media assist in earning profit?
 What is the impact of technology on overall organisation's system?
1.2 Factors that contribute to the process of research project selection
Research project selection is not an easy task as there are several actions that have to
be conducted to reach set target in particular time period. There are various factors of different
nature that need to be inculcated during performing research process. Framing steps helps in
defining conducting proper actions so that chances of faults can be reduced. Introduction: It is the first phase in which title that has been selected for research project
is mentioned so that user could able to determine correct and relevant information. Literature Review: In this part, point of views of various authors are recorded which
make the research study more authentic and clear. Research methodology: In this the authentic sources is selected so that materialistic data
through which the research gets completed and the main aims gets fulfilled. Data analysis: in this part the data which has been collected is analysed and presented in
correct format.
 Conclusion and Recommendation: It is the last part in which the recommendations are
drafted that has been observed by researcher while conducting research procedure.
Conclusion part involve the concluding section of research study (Erickson, 2017).
1.3 Critical review of key references
Literature review highlights the point of views of different authors and scholars who have
provided their perception so that research study can be conducted in potential manner. This
section is concentrated on examining key areas so that set targets can be achieved in particular
time period. According to...........social media plays a vital role in business organisation system as
it is directly linked in enhancing their overall productivity and performance at sustainable level.
Aviva is a insurance company supplying insurance services to their customers and hence use of

social media is increasing day by day. Majority of the people in society has been the part of
social sites which is a added advantage for the business organisation.
Various benefits which can be enjoyed by Aviva is as follows:
 According to Gronum, Verreynne and Kastelle, 2012 business organisation by
inculpating social media framework helps them to gain their connection with consumers
so that proper services are delivered to them. This is known as conducting the digital
marketing process simpler.
 Aviva can carry out their adverting and promotional methods through the use of social
media so that customers gets easily attracted towards organisation objectives without any
problem.
 Insurance functions like pension providing, life insurance can be conduced in smoother
way with the use of social media platform. There are number of options that are available
management of Aviva have to make proper choice considering all factors associated with
it (Zimmerman and Blythe, 2013).
 It has been observed that business concerns are making use of Facebook as a major
source for their advertising function and it is growing day by day.
The effective use of social media is directly linked with profitability of Aviva company
several operations and transactions are carried out adequately. It is the duty of management of
this company to study all factors that is present and affect the performance of organisation in
several means. Apart from it, technology also have a prominent role in productivity and
functioning of company as it allow in performing work task in decorous style.
According to Lee and Kwak, 2012 the basic aspect which is related to organisation is
that there are several areas that need to be focused upon so that important portions are focused
upon and other areas can be easily ignored. The topic which has been selected is the modern
concern due to continuous advancement that is taking place in business environment. Therefore,
it is indispensable to supply products, services of Aviva company in such a manner so that
customer's needs and wants gets satisfied in proper period of time. As every, coin has two sides
the social media also contain disadvantage as it involve high amount of funds that must be
utilised optimally and efficiently so that overall cost do not get increased. Apart from it,
management of this process is also not an easy task thus proper attention must be provided to

protect negative impact on company's performance that will directly hinder the performance of
Aviva and set results do not be achieved (Wrigley and et. al., 2015).
1.4 Research project Specification
This section of research project helps in locating various type of
issues and problems that need to be identified so that proper steps could be
taken to solve this in effective way. This can be realised when researcher
carry out the sequence ODF activities in conducive mode. Thee are some
way that is required to be carried out so that final results can be calculated
that are illustrated below:
 Locating the obstacle or problem: Under this step the problems and
issues are identified so that proper steps can be taken to remove it.
There are different nature of obstacles which may arise while carrying
out research process so that proper steps could be taken to remove it
in significant way (Lin and Lu, 2011).
 Applying best Possible Approach: This step include locating the best
technique and tool so that proper work process is conducted. There
are several approaches that are available hence, corrective actions
are adopted to ensure that best approach that could yield high returns
are find out.
1.5 Plan and procedure for agreed research specification
Business organisation have to plan activities that is involved in research study and this is
achieved through formation of Gantt chart, critical path (WILLIAMS and WILLIAMS, 2013).
Gantt chart is a graphical representation of activities so that time period is calculated that which
activity takes how much time and hence decision is taken considering all these aspects.
It is very much essential to establish the coordination among actions that is perfr9omed in
organisation so that no problem could be faced by them in future time period. Critical path al;so
play a vital role as it helps the company to best suitable path through which set work structure
gets completed (Mills and Smith, 2011).

TASK 2
2.1 Match resources efficiently to the research questions
This part of research procedure is very much important as it provide number of guidance
to researcher to work on right path and direction so that ultimate goal could be attained (Varley,
2014). It focuses on type of investigation that has to be conducted. The investigation can be in
quantitative and subjective form. This research process is conduced through subjective method
of investigation.
Research designs are also consider in this part, it refers to the outline structure that define
the steps that need to be followed while conducting research process. On the other hand, data
collection process is also described so that research study is conducted properly without any
problem or issue.
2.2 Undertake the proposed research investigation in accordance to agreed specifications
The research is carried out to fulfil some intent and objectives which has been set by
researcher. Hence, the process gets initiated after performing investigation process from number
of sources that are available so that final decisions can be taken place considering this aspect
(Rodriguez, Peterson and Krishnan, 2012). Broadly, there are two type of sources which are
present through which important data or information can be gathered. Briefly it is described
below:
 Primary source of data: This type of data is collected by researcher himself. It is the first
hand information that is recorded and is gathered through conducting surveys,
questionnaires, observation so that exact information can be recorded. Aviva carry out
this research process through questionnaire which has been filled by respondents.
 Secondary source of data: In this type of data collection process, researcher collects data
from already gathered information which is presented in business journals, newspapers
and magazines.
Aviva conducted their research process by getting questionnaire filled by 30 respondents
and analyse the collected data to draw proper conclusion in this regard (Trainor, 2012).
2.3 Record and collate relevant data
Questionnaire

Q1.) Does company is having an effective use of social media?
 Yes
 No
2.) Social media is helping company to earn higher profit?
 Agree
 Disagree
3.) DO use of social media helps in pulling investment criteria in organization?
 Yes
 No
4.) Does customer are happy with performance of AVIVA?
 Yes
 No
 May be
5.) Reasons of using social media by AVIVA?
 To earn profit
 To attract large people
 To make people aware about firm
6.) Any recommendation?
…......................................................................................................................................................
..................................................................................,,,
TASK 3
3.1 Use appropriate research evaluation techniques
There are various evaluation techniques that is utilised in order to evaluate the research
process that whether it is performed in right direction or not. It is the responsibility of researcher
to examine all type of tools and techniques that is adopted to review the process of research so
that proper outcome could be realised. Two importance techniques of evaluation is illustrated
below:

 Formative assessment method: This type of technique is inculcated to minimize the
problems, issues that may rise while conducting research operation. This assessment also
assist the researcher to calculate strength as well as weaknesses so that it can be
corrected in proper time period (Stanaland, Lwin and Murphy, 2011).
 Summative assessment method: In this type of evaluation method, researcher can bale to
compare their actual work process with set standards so that deviations can be find out
and corrective measures could be taken to re move it in effective way. Hence, it aids in
guiding the actions so that proposed objectives could be realised.
3.2 Interpret and analyse the results in terms of research specification
This part of research project assist in interrelating the data that has been collected must be
presented in graphical form so that proper outcomes could be determined.

Theme1: Effective use of Social Media
Q1.) Does company is having an effective use
of social media?
Frequency
 Yes 18
 No 12
Interpretation: From the above gather data it has been interpreted that out of 30 respondents, 18
clients believed that Aviva is making effective use of social media as it can be calculated from
the final outcome that has been calculated by company. Whereas, 12 candidates do not show
favour for the same. Hence, company should consider the views for customers properly so that
proper decision can be taken place in this regard.
18
12
Yes
No

Theme 2: Relation of social media and profit of Company
2.) Social media is helping company to earn
higher profit?
Frequency
 Agree 15
 Disagree 15
Interpretation: It has been interpreted from the displayed data, it has been observed that 15
clients is in favour that social media assist Aviva company to earn high profits and outcomes as
efficiency of work gets increased. On the other hand, 15 candidates disagree on this part and do
not believe that social media helps in earning good profits. Therefore, proper attention must be
imposed by Aviva company while considering this procedure.
1515 Agree
Disagree

Theme 3: Use of social media in pulling investment criteria of Aviva
3.) Do use of social media helps in pulling
investment criteria in organization?
Frequency
 Yes 11
 No 19
Interpretation: It has been interpreted from the above collected data that out of 30 respondents,
11 clients believed that by making efficient use of social media it has been observed that Aviva
company is doing well in terms of investment function. On the other hand, 19 clients do not take
this favour and do not agree on the same concept. Investment is a critical view that must be
handled by management of the company as it involve huge budget that need to be taken into
consideration so that final objective could be reached in set period of time.
11
19
Yes
No