Business Research Methods: Social Media Marketing & Amazon Brand Image

This report is a comprehensive business research project focused on the impact of social media marketing on Amazon's brand image. It begins with an introduction outlining the research background, rationale, problem statement, aims, objectives, research questions, and hypotheses. The report then delves into a literature review, exploring conceptual knowledge of social media marketing, brand image, and their relationship, along with effective strategies to enhance brand image. The methodology section details the research design, data collection methods (including quantitative and qualitative questionnaires), data analysis techniques, sampling, and ethical considerations. The findings are presented through quantitative and qualitative data analysis, supported by secondary data. The report concludes with a summary of findings, objective linking, recommendations for Amazon, and suggestions for future research, providing a thorough examination of the topic.

Running head: BUSINESS RESEARCH METHODS
Business Research method
(Impact of social media marketing on brand image, Case study of Amazon)
Name of the Student
Name of the University
Author’s Note

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BUSINESS RESEARCH METHODS
Abstract
This particular study has provided in-depth knowledge and understanding about the impact of
social media marketing in enhancing the brand image. Case study has been chosen on Amazon in
order to evaluate the fact where social media plays significant role or not. In the very
introduction part, the study has evaluated that this particular organization being a recognizable
supermarket ecommerce chain is yet to have popular social media presence for drawing the
attention of international customers. The literature review has focused to make in-depth critical
analysis about the importance of social media channels and its effect in enhancing brand
awareness. Methodology is the systematic way of collecting the research issue from numerous
points of views by using appropriate data analysis tools. In the data analysis and findings chapter
the researcher has presented survey and interview with the help of different statistical tools. The
conclusion and recommendation chapter has provided overall findings and analysis of the
identified research issue.

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Acknowledgement
I have provided immense effort and dedication while conducting the study. The paper could not
have been possible if I did not have a support of these individuals. I am grateful to all my seniors
who have constantly supported me in conducting the project and rectified my mistake without
losing any patience. I want to pay my gratitude to my guide especially without whom I could not
collect data such an organized way. The acknowledgement would not be completed without
showing utmost gratitude of my friend circle.

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Table of Contents
1.1 Introduction:..............................................................................................................................5
1.2 Research background:................................................................................................................5
1.3 Rationale of the research:..........................................................................................................6
1.4 Problem statement:....................................................................................................................7
1.5 Research aims and objectives:...................................................................................................7
1.6 Research question:.....................................................................................................................8
1.7 Research hypothesis:.................................................................................................................8
1.8 Structure of research:.................................................................................................................8
1.9 Summary:...................................................................................................................................9
Chapter 2: Literature review..........................................................................................................10
2.1 Conceptual knowledge about social media marketing:...........................................................10
2.2 Overview about brand image and identity...............................................................................11
2.3 Relationship and comparative analysis between social media marketing and brand image. . .11
2.4 Impact of social media marketing on brand image..................................................................12
2.5 Effective recommended strategies and policies on how to increase social media marketing for
creating effective brand image.......................................................................................................13
2.6 Literature gap:..........................................................................................................................15
2.7 Summary:.................................................................................................................................16
Chapter 3: Methodology:...............................................................................................................17
3.1 Research design:......................................................................................................................17
3.2 Data collection:........................................................................................................................18
3.3 Data analysis:...........................................................................................................................18

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3.4 Sampling technique:................................................................................................................19
3.5 Ethical Consideration...............................................................................................................19
3.6 Time-frame:.............................................................................................................................20
3.7 Summary:.................................................................................................................................21
Chapter 4: Data analysis and findings:..........................................................................................22
4.1 Quantitative questionnaires:....................................................................................................22
4.2 Qualitative questionnaires: (transcript of the appendix is attached in the appendix)..............42
4.3 Secondary data analysis:..........................................................................................................44
Chapter 5: Conclusion and recommendation.................................................................................47
5. 1 Conclusion:.............................................................................................................................47
5.2 Objective linking:....................................................................................................................48
5.3 Recommendations:..................................................................................................................49
5.4 Future scope of the study:........................................................................................................50
Reference List:...............................................................................................................................51
Appendix:......................................................................................................................................56
4.1 Quantitative questionnaires:....................................................................................................56
4.2 Qualitative questionnaires:......................................................................................................56

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Topic: Impact of social media marketing on brand image, Case study of Amazon
Chapter 1: Introduction:
1.1 Introduction:
Emergence of social media has brought a revolutionary change on the overall US market
scenario. In previous market scenario, the business experts were very much dependent on
traditional media tools for maintaining their promotional activities. Consequently, the entire
process of business was restricted with specific geographical boundary. With the dynamic
growth of advanced technology, the business experts aim to expand their business process in
various geographical boundaries. Social media is the only platform, which can connect people of
multinational boundaries together. Therefore, retail business industry at present market scenario
has decided to enhance their business wings beyond going traditional business outfit.
Amazon is one of the most recognizable American ecommerce business chain grabbed a
well-known place in the realm of supermarket industry (amazon.com 2018). Being a
recognizable supermarket ecommerce chain, this particular organization is yet to have popular
social media presence for drawing the attention of international customers. In compared to
Amazon, Nike, Adidas Puma have already occupied as three largest social media popular brands
in the US market (amazon.com 2018). Therefore, this study has focused to give in-depth
understanding on how social media market leaves immense positive impact in building
customers brand image and identity.

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1.2 Research background:
After evaluating data of last five years, it has been observed that Amazon after launching
ecommerce business process is yet to reach web marketing and new media marketing. Some of
its major competitors in the US market scenario such as Puma, Nike have immense social media
presence in comparison to Amazon. As a result, the business experts are facing immense
challenges in making brand awareness and identity (Kim, Kim and Nam 2014). After identifying
the research issue, large number of researchers and practitioners has showed their own concern
in evaluating this particular issue as a major concern.
Purpose of the research:
The primary purpose of this research is to critically analyze on how providing superior
quality of products as well as services is not the only method of gaining business image and
reputation (Kim et al. 2015). The business experts need to give proper attention in achieving
international image as well. Social media marketing is the most effective ways of drawing the
attention of US customers.
1.3 Rationale of the research:
 What is the issue?
In current business scenario, it has been observed that Amazon is not using social media
platform very effectively in comparison to other contemporary ecommerce businesses. As a
result, the business experts are unable to introduce their brands and services in new media
platform (Jugenheimer, Sheehan and Kelley 2015).
 Why is it an issue?

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In this kind of situation, people belonging to international backgrounds and attitudes are
unable to get detailed overview about the new brands and services initiated by the company.
Headquartered in Seattle, Washington this company has already expanded their entire business
wings in the international market. As per statistical data, Amazon is holding total 76 facebook
pages, 28 Instagram accounts 20 Youtube channels. However, researchers have identified the
fact that some of its competitors have already left huge craze in the market.
 Why is it an issue now?
In comparison to its competitors, Amazon is yet to have remarkable social media
presence (Kasemsap 2017). As a result, the entire ecommerce method is receiving immense
market threats to its competitors. On the other hand, it has also been observed that international
customers are getting deprived of receiving effective threats from the market.
 What could the issue shed light on?
After identifying the research issue, the study can critically evaluate on how the
marketing executives of Amazon are taking less initiative to promote their brand through social
media channels. In this kind of situation, international customers are showing their reluctant
attitude in using the services of Amazon.
1.4 Research problem:
The most significant challenges that Amazon is facing immense is grabbing the attention
of customers due to ineffective promotional activities followed by the business experts. In
today’s business scenario, large number of business experts tends to use various social media
tools with the help of which they can collect response of customers (He et al. 2015). Buffer and

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Sprout Social are the several effective social media tools with the help of which the business
experts intend to gather necessary responses from the target customers. In last five years, it has
been observed that Amazon is not intending to make effective promotion through social media
channels, which can easily grab the attention of customers. On the other hand, it has been
observed that the associated employees are facing difficulties in using advancement of
technology (Hirt and Willmott 2014). As a result, customers are getting deprived of receiving
effective feedback from them, which ultimately reflects negative impact on the overall
purchasing behaviour of customers.
1.5 Research aims and objectives:
Independent variables:
 To explore the conceptual knowledge regarding social media marketing
Dependent variable:
 To discover the meaning and concept of the brand image
Relationship between independent variable and dependent variable:
 To address the relationship between social media marketing and brand image
 To critically evaluate the impact of social media marketing on brand image
 To critically analyze the factors that affect in conducting effective social media marketing in
creating brand awareness
Recommendations:

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 To recommend the strategies catering to the positive and negative impact caused to the
brand image
1.6 Research question:
 What is the impact of social media marketing on brand image?
 What are the factors that affect in conducting effective social media marketing in creating
brand awareness?
 What should be the recommendations to make effective social media marketing strategies for
enhancing brand image?
1.7 Research hypothesis:
H0: Social media marketing has no significant impact on brand image
H1: Social media marketing has significant impact on brand image
1.8 Structure of research:
In the very introductory part, the study has focused to make detailed overview about the
identified topic by setting its research aims and objectives. The literature review has focused to
make in-depth critical analysis about the importance of social media channels and its effect in
enhancing brand awareness. The opinion of numerous eminent scholars has been critically
incorporated in this study. Methodology is the systematic way of collecting the research issue
from numerous points of views by using appropriate data analysis tools. In the data analysis and
findings chapter the researcher has presented survey and interview with the help of different
statistical tools. Conclusion and recommendation has presented the overall finding of research.

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1.9 Summary:
After analysing the entire research paper, it can be summarized by amalgamating various
opinions that with the dynamic growth of advanced technology, the business experts aim to
expand their business process in various geographical boundaries. Being a recognizable
supermarket ecommerce chain, this particular organization is yet to have popular social media
presence for drawing the attention of international customers (Dinner et al. 2014). Providing
superior quality of products as well as services is not the only method of gaining business image
and reputation. The business experts need to give proper attention in achieving international
image as well. In comparison to its competitors, Amazon is yet to have remarkable social media
presence. As a result, the entire ecommerce method is receiving immense market threats to its
competitors.

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Chapter 2: Literature review
Introduction:
The literature review primarily makes in-depth critical evaluation about the identified
research issue. Based on the research objectives the study has evaluated conceptual knowledge
about social media marketing, brand image and identity and comparative analysis between
social media marketing and brand image. Various eminent research scholars have been involved
for analyzing the impact of social media marketing for enhancing the brand image of company.
2.1 Conceptual knowledge about social media marketing:
As per the opinion of Fernie and Sparks (2014), marketing and promotion is one of the
most significant parts of introducing the brand in current market. In order to maintain sustainable
development on business of Amazon, quality of products and services not only leave major
significance. The business experts of Amazon have to create brand image in order to build
customers loyalty. Marketing and promotion is one of the most significant factors with the help
of which brand image and reputation of an organization can be gained. Gaber and Wright (2014)
opined that social media marketing is one kind of promotional and marketing methods where the
business experts tend to use the platforms of social media in order to gain response from the
international customers. In current market scenario, Facebook, Instagram, Youtube are one of the
most popular social media channels, which can introduce the brands in the US market.
In the realm of Global industry, Amazon is one of the most popular supermarket chains
launched ecommerce business in the US market. Chaffey (2016) stated that people from various
geographical backgrounds and attitudes are associated with social media platforms. Belonging to