The Impact of Social Media Marketing on Amazon's Business Performance

This report investigates the impact of social media marketing on Amazon's business performance, focusing on its effects on customers and delivery drivers. The study examines how social media marketing strategies, such as brand awareness campaigns and customer engagement, influence sales, customer service, and overall business outcomes. The report reviews existing literature, discusses research methods including surveys and questionnaires, and presents key findings on how social media platforms affect customer insights and delivery partner interactions. It highlights the importance of social media marketing in enhancing brand awareness, improving customer relationships, and increasing sales. The report concludes with recommendations for Amazon to optimize its social media marketing efforts for better business results, emphasizing the need for strategic implementation and analysis of customer and delivery driver feedback.

The impact of social
media marketing on
business performance

Table of Contents
Project Aim and Objectives.........................................................................................................1
Literature review..........................................................................................................................1
Research Methods........................................................................................................................3
Main findings...............................................................................................................................4
Conclusion, Evaluations and Recommendations.........................................................................9
REFERENCES..............................................................................................................................12

INTRODUCTION
Social Media Marketing refers to a form of marketing in which the organizations put their
focuson the subject areas of the social media which can lead towards the attainment of the goals
and objectives in the future. Thus it is quite important that the companies can put their focus on it
which will help in ensuring that they are able to enhance productivity properly for the attainment
of goals and objectives. In this report, focus will be made on Amazon. It is an American E-
Commerce Company which provides products and services to the customers. This report will put
its focus on the way in which the use of social media marketing puts on the customers and
delivery partners of the Amazon business.
Project Aim and Objectives
Aim- “The impact of social media marketing on business performance a case study of customers
and delivery drivers of Amazon business”
Objectives-
 To assess the impact of the social media marketing on the business performance of
Amazon by understanding the customers and delivery drivers
 To identify the way the application of social media marketing can be done in Amazon
through the analysis of customers and delivery drivers
Research Questions-
 To identify the impact of the social media marketing on Amazon and their customers and
delivery partners
 To assess the usefulness of social media marketing in Amazon and their customers and
delivery partners
Literature review
According to Udit Khanna, social media marketing creates an impact which can be
witnessed upon the businesses because they will be able to ensure that they are able to use it
appropriately for enhancing their own level of efficiency and effectiveness. It is an effective tool
to be used for the purpose of targeting of a wide range of customers. Thus in this way this can be
quite helpful in ensuring that the various customers can be assessed and their wide range of
needs and requirements can be identified clearly. Thus it is crucial for the companies that they
are able to use it in a right waywhich will be quite helpful in ensuring the attainment of goals and
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objectives in the future. Amazon needs to make sure that the impact on its customers and
delivery partners can be assessed which will help in preparing effective social media marketing
strategies to be applied in the company in the right manner. Thus, In the context of Amazon the
impact of social media marketing is explained as follows-
Using social media can be quite helpfulso that the development of the various types of
business tactics is done in a proper manner. Therefore in this way the use of social media
platforms like Facebook, Twitter, LinkedIn etc. is being done so that the attention of the
customers can be grabbed and a brand image can be built in the right manner.
The use of social media marketing leads towards improved customer insights which helps
in ensuring that the customers are able to express their various types of opinions in a proper
manner. This therefore helps the brands in developing the products according to the specific
needs and requirements of the customers in a proper way. Thus in this way they can attain a
strategic edge over the competitors.
Using social media marketing can help in leading towards better customer service. Thus
in this way it can be said that the brands can make its use so that the customer service can be
enhanced in a better manner effectively and efficiently. This will be quite beneficial for the
brands.
Social Media Marketing can be helpful so that the overall level of cost efficiency in the
providing of customer service can be improved which can help in reducing the costs in a right
manner. can be reduced effectively and efficiently.
Connectivity can also be increased by making the use of Social Media Marketing because
its use can lead towards helping in connecting with the customers. Through the use of social
media marketing the wide range of customers in the different areas can be targeted.. This will
help the companies in enhancing the profitability level.
Brand Awareness is quite crucial for the different types of brands in the market which
can help in ensuring that the different types of customers in the market can be targeted
effectively and efficiently. Therefore, In Amazon the targeting of customers and delivery drivers
can be done by enhancing the Brand Awareness which is a result of sustained efforts through the
use of Social Media Marketing in a highly effective manner.
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The level of sales can be increased when the use of Social Media Marketing is made
which will help in raising the level of salesin a proper manner. This can help in ensuring that
through Social Media the revenue levels can be raised effectively and efficiently.
Gary Handerson states that Social Media Marketing isquite important for the different
types of businesses. Its use is essential so that the assessment of the impact which it puts on
performance on the customers and delivery drivers of Amazon is identified. Thus in this way the
identification of the use of appropriate social media marketing channels can be done in a proper
manner. It can help in boosting the overall level of sales revenues and profitability effectively
and efficiently in the right manner. This can thus help in the attainment of the goals and
objectives. It is needed in the businesses due to the following reasons-
Social Media Marketing can be helpful in displaying the product to the world. This can
help a lot in ensuring the introduction of the product to the customers effectively and efficiently.
The growing of audience can be done when the use of a small budget is made. This will help in
leading towards a higher-level of productivity.
It is required so that the businesses can get on the top of mind of people who matter the
most. Further, the use of learning about the competitors can be made so that the assessment of
the level of competition can be done effectively and efficiently. This will be quite helpful in
determining the competitors in a highly effective manner for the businesses.
Custom Audiences can be built in a proper manner through the use of Social Media
Marketing by the businesses in a highly effective manner. Also, it is needed so that the buying
patterns of the different types of customers can be assessed effectively and efficiently. The
increase in the overall ROI can be done through it which can help in enhancing the overall level
of returns in a right manner. Also it is required so that the relationships with the target customers
can be built.
Further, social media marketing is needed so that the increase in the Brand Awareness
can be done effectively and efficiently. Its requirement is also there so that the promotion of the
products and services can be done in a proper manner.
Social Media Marketing's use therefore can be highly helpful in ensuring that the
products and services can be developed according to a wide range of needs and requirements of
the customers. The customers in various areas can be targeted by making use of appropriate
methods and techniques so that the productivity can be raised effectively and efficiently. Also
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the delivery drivers of Amazon business will be able to ensure that they can make its use to reach
a wide range of customers in the different areas. Thus in this way social media marketing is
needed in the organizations. Thus in this way the overall goals and objectives can be attained.
Therefore, the managers are required to make sure that they are able to make the use of the wide
range of methods and techniques related with social media marketing which will be helpful in
enhancing the level of efficiency and effectiveness.
Research Methods
Different types of research methods can be used by the organizations for carrying out
research properly (Alves, Fernandes and Raposo, 2016). The following types of research
methods can be used by Amazon-
Research Strategy- The use of Research Strategy can be made so that the research can
be carried out in a proper manner. This will be helpful in ensuring that the research is carried out
in a proper way by Amazon. Case Study, Qualitative Interviews, Quantitative Surveys and
Action-oriented research are all research strategies which can be used by the company. In it,
Quantitative Surveys have been chosen because in them the use of statistical analysis is made in
order to ensure that the analysis and interpretation can be done.
Research Choice- The Research Choice refers to the topic on which the Research has to
be carried out. The Research Choice is The impact of social media marketing on business
performance a case study of customers and delivery drivers of Amazon business. This topic has
been chosen because this can be quite helpful in ensuring that they can be satisfied in a right
manner effectively and efficiently.
Research Philosophy- Research Philosophy refers to the way in which the data related to
the research can be gathered in a proper manner. Positivist research philosophy, Interpretivism
research philosophy, Pragmatist research philosophy and Realistic research philosophy are the
types of philosophies which can be used for the purpose of carrying out research on Amazon
business. Interpretivism Research Philosophy has been chosen because in it it the researcher
makes sure that the researcher is able to perform a specific role in ensuring the observation of the
social world is made.
Data Collection Tools- Data Collection Tools refer to the tools and techniques which
can be used for the purpose of ensuring the collection of data in a highly effective manner. The
methods which can be used here are Interviews, Focus Group Discussions, Observation,
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Photography, Video, Surveys, Questionnaires and Case Studies. This can be helpful for Amazon
so that it is able to collect the data in a right manner. Questionnaire has been selected as a Data
Collection tool because in it a wide range of questions are asked to the respondents and their
observations are recorded effectively and efficiently so that the overall analysis and
interpretation can be done in a proper manner.
Surveys- The use of surveys can be made by the organizations so that a proper research
on a wide range of needs and requirements can be assessed in a proper manner by the
organizations (Armstrong, Delia and Giardina, 2016). The use of this method can be made by
Amazon so that the company is able to ensure that the overall needs and requirements of the
customers can be identified in a right manner effectively and efficiently.
Questionnaires- Organizations can make the use of Questionnaires so that a wide range
of questions can be asked to the different types of respondents and their answers can be used for
ensuring analysis and interpretation effectively and efficiently (Kaur, 2016). It can be used by
Amazon so that the company is able to ensure that it can ask various questions to the respondents
can use their answers in a right manner for analysis and interpretation.
Interviews- Interviews are carried out face-to-face in the organizations. Thus this
technique is helpful for the business organizations so that they can understand a wide range of
needs and requirements in a proper manner (Keegan and Rowley, 2017). Amazon can make its
use so that it is able to ensure that it can analyse and interpret in a correct way effectively and
efficiently.
Case studies- Case studies generally involve studying in detail about a particular case
which can be related to a person or a small group (Sajid, 2016). Thus, in this way it can be said
that a company like Amazon can make its use so that it is able to ensure that it can effectively
and efficiently attain the desired goals and objectives in a proper manner.
Participant and non-participant observation- In this particular technique, the people
can make sure that they can use the observations in a right manner so that the conclusions and
recommendations can be drawn (Seo and Park, 2018). In Amazon, the use of this technique can
be highly helpful so that the conclusions and recommendations can be derived effectively and
efficiently.
Observational trials- In this method, the researchers use the different types of
techniques and methods so that the observation of the participants or measurement of the certain
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outcomes can be done so that the health outcomes can be determined (Shareef and et.al.,
2019).In Amazon, their use is helpful in ensuring that the measurement of outcomes can take
place properly.
Justification- The use of Questionnaires has to be made by Amazon so that a wide range
of questions can be asked to the respondents which will be quite helpful in ensuring that the
analysis and interpretation can be carried out which can lead towards drawing of conclusions and
recommendations.
Main findings
The use of Questionnaires was made by Amazon and the following questions were asked
to the respondents by the company-
Question 1- Do you think that the social media marketing is important for the businesses
for the purpose of improving the overall level of business performance?
Answer-
 Yes- 14 respondents
 No- 6 respondents
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Interpretation- 14 respondents state that the use of social media marketing is important
for the businesses so that they can enhance the level of business performance in the right manner.
The remaining 6 respondents state that using social media marketing is not that important for the
businesses (Stephen, 2016).
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Question 2- According to you, is the use of social media marketing needed in the businesses for
enhancing the level of overall efficiency and effectiveness?
Answer-
 Yes- 12 respondents
 No- 8 respondents
Interpretation- 12 respondents state that use of social media marketing is needed in the
businesses so that the overall level of efficiency and effectiveness can be enhanced. The
remaining 8 respondents state that using social media marketing is not needed in the businesses
for the enhancement of the overall level of efficiency and effectiveness (Tafesse and Wien,
2018).
Question 3- Is the use of social media marketing helpful for the company in targeting an
enhancement in the overall profitability in the long-term?
 Yes- 14 respondents
 No- 6 respondents
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Interpretation- As per the views of 14 respondents the use of social media marketing is
helpful for the companies in ensuring that the overall level of profitability can be increased in the
right manner. However as per the views of 6 respondents the use of social media marketing is not
helpful for the companies in ensuring that the overall level of profitability is increased in the
right manner.
Question 4- Should the company make the use of a budget so that the implementation of Social
Media Marketing is done?
 Yes- 16 respondents
 No- 4 respondents
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Interpretation- 16 respondents state that using budget can help a lot in the
implementation of Social Media Marketing. However, 4 respondents state that the use of a
budget is not helpful in the implementation of Social Media Marketing.
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