The Impact of Social Media on Society and Business Performance

This report investigates the multifaceted impact of social media on contemporary society and its implications for business organizations. The study delves into the effectiveness of social media platforms, analyzing their role in shaping marketing strategies and driving online sales. It explores the influence of social media on societal communication, culture, and individual behaviors, while also examining its effects on organizational performance, brand awareness, and customer engagement. The research employs a comprehensive methodology, including literature reviews, framework analysis, and thematic analysis of collected data to address key research questions. The findings highlight the relationship between theory and practice, assess the creation of business opportunities, and evaluate the impact on marketing strategies. Furthermore, the report addresses privacy concerns and offers recommendations for maximizing business opportunities in the digital age. The report concludes with a synthesis of the findings and suggestions for future research, offering valuable insights for businesses and individuals navigating the evolving landscape of social media.

THE IMPACT OF SOCIAL MEDIA ON SOCIETY AND ITS IMPLICATIONS
FOR BUSINESS.

Table of Contents
Table of Contents.............................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................4
1.1 Overview ...............................................................................................................................4
1.2 Aim and objectives.................................................................................................................4
1.3 Research questions ................................................................................................................5
1.4 Rationale of the study ...........................................................................................................5
1.5 Framework analysis ..............................................................................................................6
1.6 Potential significance ............................................................................................................6
CHAPTER 2: LITERATURE REVIEW ........................................................................................7
2.1 Overview................................................................................................................................7
2.2 Effectiveness of social media ................................................................................................7
2.3 Marketing strategies that are adopted by business organization ...........................................8
2.4 Impact of social media on society..........................................................................................9
2.5 Impact of social media on the performance of an organization ..........................................10
2.6 Literature gap ......................................................................................................................10
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................11
3.1 Overview .............................................................................................................................11
3.2 Research design...................................................................................................................12
3.3 Research approach ..............................................................................................................12
3.4 Research philosophy ...........................................................................................................12
3.5 Data collection methods ......................................................................................................13
3.6 Data analysis .......................................................................................................................13
3.7 Validity and Reliability .......................................................................................................14
3.8 Ethical consideration ...........................................................................................................14
CHAPTER 4: FINDING AND DISCUSSION..............................................................................15
4.1 Overview..............................................................................................................................15
4.2 Thematic analysis.................................................................................................................16
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS....................................................20
5.1 Conclusion ..........................................................................................................................21

5.2 Recommendations................................................................................................................22
REFERENCES .............................................................................................................................23
.......................................................................................................................................................27

CHAPTER 1: INTRODUCTION
1.1 Overview
In today’s era, social media is the term which is related to various websites that connects
people in all over world. On the basis of some sites such as LinkedIn, Twitter, Facebook an
individual will be able to share information with others (Linders, 2012). Now a days, business
organizations are also using these sites in order to reach their target audience so that their needs
can be fulfilled. In this manner, companies can also increase their online sales which lead them
towards high profitability. By adopting these, they will be able to enhance their brand awareness
in the market as compare to other rivals.
The current research is based on social media and its impact on society and business
organizations. There are number of people in society who are using social media sites in order to
communicate with their friends and family. Through this, they will be able to know about
different culture and values of the people. The overall performance of an enterprise is based on
the skills and core competencies of their staff members. For this, they use different modern
technologies concepts in order to reach mass audience (Scherer and Palazzo, 2011). So, in this
manner they will be able to improve their image at domestic as well as international market.
1.2 Aim and objectives
Aim: To examine the impact of social media on society today and explore the business
implications.
Research objectives: The specific objectives developed to achieve the aim of the research
were to:
 Establish the relationship that exists between theory and practice in relation to social
network.
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 Assess the impact of social media has on creation of business opportunities.
 Determine the impact of social media has had on marketing strategies.
 Examine privacy concern surrounding social media and how this can be addressed.
 Recommend some guidelines that could be used to maximise business opportunities.
1.3 Research questions
Q1. What impact does social media have on media marketing?
Q2. What are the key detriments of social media on businesses?
Q3. What is the contribution of social media on society today?
1.4 Rationale of the study
When a research is conducted by the researcher then first they have to establish the purpose
so that valuable outcomes can be achieved. Along with this, rational of the study should be
identified so that current issues can be resolved in more effective manner. In the present
situation, business organization are facing some issues regarding to the changing needs and
demands of customers. So, after adopting the social media activities an enterprise will be able to
gain the attention of various customers from all over the world (Kane et. al., 2012). This kind of
issue has been arising because of the changing environment as due to this taste and preferences
are gets changed of people.
This issue is arising in current situation because some of the firm don’t know how to attract
service users via social media activities. So, they will not be able to build a customer’s base. On
the basis of current research, it can be examining the impact of social media on society and
company. Through this, different organizations will be able to attract number of people towards
their services.
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1.5 Framework analysis
This section explains detail information regarding to the investigation that is conducted in
order to fulfil research aim and objectives. There are some tools and techniques which has been
applied in the present study so that impact of social media can be evaluated in more efficient
manner. Research design has been used by researcher so that in-depth analysis can be carried out
and approach can be used to order to make the observation (Stromquist and Monkman, 2014).
Along with this, philosophy is used in the dissertation so that human perceptions can be
identified. Sampling technique play a vital role in extracting a sample from large population so
that views of different people can be identified. Further, data has been collected from secondary
sources so that valuable and reliable result can be achieved.
1.6 Potential significance
The current research is significant for company, society and people who are using social
networking sites. An organization will be able to enhance their performance by attracting the
number of people towards their services. They will be able to know about the needs and wants of
customers. Along with this, in society individuals can communicate with each other at global
level. So, in this manner this is beneficial for both the companies and society.
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CHAPTER 2: LITERATURE REVIEW
2.1 Overview
This section of dissertation can improve the concept related to current research. Through
this, valuable and more reliable results can be achieved. The current review of literature is
focusing on the effectiveness of social media that are used by business organization and society.
Furthermore, results related to previous studies are evaluated so that literature gap can be
identified.
2.2 Effectiveness of social media
Social media are the technologies that help an individual and enterprise in sharing their
ideas and thoughts with others via virtual networks. According to the views of Andzulis et. al.
(2012) “people in a society are using some social networks so that they all can communicate with
each other in more effective manner. There are some popular websites such as Facebook, twitter,
LinkedIn which are helpful in enhancing the communication between people”. Apart from this,
business organizations are also using these sites so that they can communicate with their service
users. Through this, they will be able to market their products so that customer’s attention can be
gained. The overall brand image of the companies can be improved which lead them towards
success.
Aral et al. (2013) says that “social media networking helps the business organization in
order to connect with their targeted audience. The marketing cost can also be reduced to some
extent which is beneficial in achieving the goals”. Apart from this, motivation level of people is
get affected if they spent more time over these websites. So, in this manner they will not be able
to accomplish their objectives. According to the views of DiStaso et al. (2011) social sites can
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remove the communication barriers among the firm and their end users. Through this, manager
will be able to identify the needs and demands of people.
Brammer et. al. (2012) confronted that there are some key components of social media
marketing which help the firm in enhancing their performance at workplace. Some of these are
like search engine optimization, electronic customer’s relationship management and so on. By
adopting these, the business organization can achieve success at the marketplace.
2.3 Marketing strategies that are adopted by business organization
In the present era, organizations are using some marketing strategies in order to enhance
their brand image at global level. Edvardsson et. al. (2011) explained that marketing is a concept
that is used by an enterprise in enhancing their total sales and productivity level. In the modern
world, people are using social networking sites so company can use these in order to attract
number of consumers towards their services. By adopting these, they can evaluate their needs
and wants. Through this, the satisfaction level among all service users can be increased so the
growth of firm can be improved in more successful manner. On the contrary, if organization will
adopt these then they can build relations with their customers and brand awareness can be
increased at the marketplace. These all strategies are performed by the marketing department and
in order to formulate these they have to communicate with other functional area.
As per the views of Ellison et. al., (2011) “there were some traditional approaches such as
television, radio, newspapers, magazine and so on. By adopting these, companies will not be able
to communicate with people throughout the world. So, media marketing is not that much
beneficial for industries”. Apart from this, social media is a fundamental concept through which
brand awareness can be enhanced so that people will be able to know about the different features
and benefits of the products.
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Garrigos-Simon et. al. (2012) says that an industry can use an appropriate plan in order to
implement the social media activities. For this, first the manager has to identify the needs and
demands of their employees and as per their needs training should be conducted at the
workplace. Through this, staff members will be able to perform well and overall productivity can
be enhanced in more successful manner.
2.4 Impact of social media on society
Social media is one of the popular tool over internet as through this people can
communicate with each other throughout the world. As per the views of George and Bock (2011)
these social media networking sites such as Facebook, twitter, LinkedIn impact the society at
large. The social media can give an impact at both positive and negative aspects. Through this,
all people will be able to share their information with their old friends and other individuals.
Along with this, they can share images, videos with each other. So, all people will be able to
know about the different-different culture of other individuals.
It has been critically analysed by George et. al. (2014) that “there is negative impact of
social media in the society that people are more connected to the virtual world rather than real.
So, in this they will not be able to communicate with their friends and family members”. Along
with this, there are some crimes that can be happened with the people if they use these kind of
websites. When these all people will not be able to know about each other than some mislead can
be occur.
2.5 Impact of social media on the performance of an organization
Social media is a tool which can help an enterprise in enhancing their performance and
which can also lead them towards success. According to the views of Grönroos and Ravald
(2011) “marketing is an important department of organization which is more focused on their
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sales and promotional activities. By adopting different types of strategies, industries can make
their unique image at both domestic as well as international level”. It has been argued by et. al.,
(2012) that social media approach impacts the performance of firm in positive as well as
negative aspects. In the modern society, this technique is beneficial for companies as they can
effectively communicate with their service users.
As per the views of Voegtlin et. al. (2012) some advantages are achieved by an industry
after implementing the social media activities. As through this, customer’s relations can be build,
their needs can be identified, loyal consumers can be retained and products can be promoted in
an efficient manner. When these benefits are gained then they will be able to sustain competitive
advantage as compare to their rivals. Aral et. al. (2013) opposed this that “there are some
drawbacks of these social media marketing that due to bad experience consumers can post some
negative comment. This may lead towards the bad publicity so their customer base can be
reduced to some extent”. Along with this, there are some people who wants to damage the brand
image of an enterprise so they may post some confidential information so company will not be
able to achieve competitiveness.
2.6 Literature gap
Here, in the current section of dissertation, an in-depth analysis has been carried out with
respect to the social media and their impact on society or business. From the above analysis it
can be interpreted that social media play a vital role in the organization context. As through this
they will be able to enhance their positioning and brand image at the marketplace. In the
previous literature study, researcher has evaluated about the impact of social media on society
and business. But, in this current study it can be determined that how an enterprise can enhance
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their performance and productivity. Here the gap between past and present studies is get reduced
so aim and objectives can be accomplished in more effective manner.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Overview
Research methodology is a kind of framework which explain different tools and techniques
that are more appropriate for current field of study (Kumar, 2014). By using different methods,
the specified goals can be accomplished. This section explains the justification of different
approaches that why these are more appropriate for dissertation. There are many business
organizations who are using social media websites in order to increase their online sales. In the
present research, researcher will be able to identify the impact of these sites on the society and
firm.
3.2 Research design
This is related to overall plan which is followed in the current research project so that
questions can be resolved. There are different types of designs such as descriptive, exploratory,
correlational, casual, case study which has been followed by researcher. In the present research,
descriptive design has been used so in depth analysis of social media can be conducted in more
effective manner. Other designs are not appropriate as through exploratory only the significance
of social media can be evaluated (Vaioleti, 2016). Through causal, the cause and effects
relationship has been identified between the different factors.
3.3 Research approach
The approach has been used by researcher so they will be able to get the end results
without getting deviate from the path. There are two types of approaches such as inductive and
deductive. Both are based on particular aim that in what manner objectives can be achieved.
Inductive method is used to identify new theories on the basis of their observation. On the other
hand, deductive approach has been used to test the assumptions via hypothesis that are made by
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