Holmes Institute HI6008 Business Research Project Literature Review

This report presents a literature review focused on a business research project, examining the influence of social media on consumer behavior and marketing strategies. The review synthesizes findings from various sources, including Trainor et al. (2014), Wiertz and Ruyter (2007), and Pookulangara and Koesler (2011), to explore the advantages and disadvantages of using social media in business development. It highlights social media's potential for managing daily activities, understanding consumer preferences, and fostering online communities, while also acknowledging potential negative impacts such as damage to a company's reputation. The research methodology section outlines the use of primary data collection through surveys to gather information on the advantages and disadvantages of social media in developing business networks. The report aims to provide a comprehensive overview of the topic, drawing on both theoretical and practical insights to inform the research project.

Running head: MANAGEMENT
MANAGEMENT

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Table of Contents
Literature review...................................................................................................................................3
Research methodology..........................................................................................................................4
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References.............................................................................................................................................5

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Literature review
Trainor et al. (2014) stated that social media could be effective for the daily routine to
manage the day to day activity. Social media is being a major platform to meet particular
people. It could support the consumer to gain their understanding with respect to the
international brands that might affect the taste and preference of consumers. It is stated that
social media could offer an opportunity to learn more about the needs and reactions of
consumers. It could provide an opportunity for the organization for collecting the views and
opinions of the consumers towards a particular area.
On the other hand, Wiertz and Ruyter (2007) examined that It could make a link between the
consumers and employees that could be effective for comprehending the needs as well as the
desires of consumers towards products and services. It could also directly impact on the
demand of the overall products and services. It is stated that the feedback method could also
be practiced by an organization to collect the opinion of the participants by meeting the aim
and objectives. It is stated that the business atmosphere could be influenced by considering
social media and reach a reliable conclusion.
According to Pookulangara and Koesler (2011) individuals naturally, settle with respect to
online communities because they relaxed being within the group. For the achievement, each
business needs other individuals without which, no company can flourish. An individual is
required to purchase the products that a company sells. Along with this, online communities
can perform better jobs by giving what other requirements and creates the relationship. From
the marketing aspect, merging online communities with business is advantageous. Those
online societies can be a strength for effective marketing efforts on the business part.
In contrast to this, Wiertz and Ruyter (2007) evaluated that there are some negative effects
such as some dissatisfied consumers can disturb society and damage the reputation of the
company. Moreover, the online community could be a marketing technique, however, not a

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marketing plan in as well as, of itself. The company would have to dedicate essential
resources to make planning and implementation.
According to Trainor et al (2014) creating a good image on social media can support to keep
good business when proper channels and avenues are practices. It is stated that an
organization could require an effective background due to developing effective networks in
the organization. It is also stated that there are certain factors that might be considered by the
organization at the time of conducting the study named Facebook, Instagram, YouTube. It
could assist to increase the networks of the firm that would lead to having higher competitive
benefits.
Research methodology
The investigator will use the primary data collection method by considering the survey
through a questionnaire for collecting feasible information about the research issues. The data
that are not collected by considering the literature review method then the primary data
collection sources will be more suitable. This method will assist to directly meet with the
specified participant s and collect their opinion and views towards the advantages and
disadvantages of using social media in developing the networks in the business. This method
will also assist to a researcher to meet their specified task and meet their aim effectively
(Wiertz and Ruyter, 2007).

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References
Pookulangara, S and Koesler, K. (2011) Cultural influence on consumers' usage of social
networks and its' impact on online purchase intentions. Journal of retailing and consumer
services. Vol 18 (4) pp 348-354
Trainor, K., J, Andzulis, J, Rapp, Adam. Agnihotri, R., (2014) Social Media technology
usage and customer relationship performance: A capabilities-based examination of social
CRM, Journal of Business research vol 67(6), pp 3-67
Wiertz, C and Ruyter, D., K (2007) Beyond the Call of Duty: Why Customers Contribute to
Firm-hosted Commercial Online Communities. Sage journals vol 28 (3) pp 347-376