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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researcher for field of study (Flick, 2015). Here, in the current dissertation inductive approach
has been followed as through this effective relationship can be established between social media
and organizational performance. So, in this manner valid and reliable outcome can be achieved
in more effective manner.
3.4 Research philosophy
Philosophy is an important part of the research as through this researcher will be able to make
assumptions which acts as base for overall dissertation. On the basis of this, they can select
methods for collecting, analysing and evaluating the data. There are different types of
philosophies such as positivism, realism and interpretivism (Hunleth, 2011). The first approach is
used in order to test the hypothesis that are made by researcher so that goals can be
accomplished. On the other hand, interprevitism has been used in order to identify the perception
of different people regarding to the impact of social media on society and business organization.
Here, in the current dissertation, interpretivism research philosophy has been used by
researcher so that questions can be resolved.
3.5 Data collection methods
It is a kind of technique that is used by researcher in order to collect the data related to
field of study. There are two types of sources such as primary and secondary through which
relevant information can be gathered (Snyder, 2012). This will be more beneficial in making the
effective decisions so that specified aim and objectives can be attained. Primary data has been
collected through various surveys such as questionnaire, interview, focus group and observation.
Along with this, secondary information has been gathered from different articles, journals,
internet, books and so on.
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Here, in the current research project secondary sources has been used by researcher where
data has been gathered from books, journals and so on. So, in this manner they will be able to
identify the impact of social media on business and society.
3.6 Data analysis
This is a most vital part of study so through this overall data can be measured which is
collected from different sources. After measuring the data, researcher will be able to present the
information in well manner so that interpretation can be done in an effective manner (Roberts,
2013). There are two types of data analysis techniques such as qualitative and quantitative.
Qualitative analysis has been used by researcher so that they will be able to evaluate the reaction
social sites on society and company. Here, thematic analysis has been used where different
themes formed so that data can be analysed or interpreted in more effective manner. So, in this
manner their overall impact can be evaluated so that research goals can be achieved.
3.7 Validity and Reliability
When a research is carried out by researcher then he has to adopt some suitable tools and
techniques. Through this, they will be able to maintain their validity and reliability. For this,
information has been collected from authentic sources so that their validity can be ensured in
more effective manner. Along with this, outcomes are achieved same in every situation so the
reliability can be ensured of the particular dissertation. In the present research, data has been
gathered from variety of sources related to the field of study. So, in this manner they will be able
to achieve their aim and objectives.
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3.8 Ethical consideration
This is very important section of dissertation through which overall research can be
conducted in transparent manner. Every researcher has to follow certain norms and code of
practices so that they will be able to resolve questions in an ethical manner.
 Restricted access: The current research is conducted on the basis of qualitative analysis
where data has been gathered via secondary sources. In this manner, information is
collected through various sites and some websites are appearing with access denied. So,
in this case permission has been taken from respective author.
 In the present study, data has been gathered from previous literature so ethical
consideration are maintained by providing the sources from where data has been
collected.
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CHAPTER 4: FINDING AND DISCUSSION
4.1 Overview
This is the next section of dissertation which represents findings of overall research. On the
basis of these findings the data has been interpreted so that impact of social media on society and
organization can be evaluated. In the present research, data has been analysed on the basis of
secondary sources. Qualitative analysis is used by researcher in order to identify the different
patterns so that effective evaluation can be performed. Here, thematic analysis is used in which
different themes are framed and interpretation can be done in an effective manner. So, in this
manner they will be able to achieve their specified objectives and aim.
4.2 Thematic analysis
Theme 1: Social media helps in reducing the communication gap between different people.
After observing different secondary sources such as books, journals, articles, it has been
evaluated that social media is a powerful tool which reduce the communication gap between
individuals. Communication is a medium where people can share their views with others so that
their needs and wants can be identified. In modern time, networking sites revolutionised the way
through which people communicate with each other (Aral, Dellarocas and Godes, 2013). In
society, an individual will be able know about each other and they can share information through
images, videos etc. So, they can enhance their knowledge regarding to the different culture,
values and beliefs. On the other hand, organizations are also adopted these so that employees can
interact with each other and with their employers. Through this, they all will be able to know
about each other so trust can be build. This is beneficial for an enterprise as overall productivity
level can be enhanced. So, it can be interpreted that social media is a technique which can bridge
communication gap between people.
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Theme 2: Social networking sites helps the organization in increasing their sales.
After exploring various secondary sources, it can be analysed that how sales can be
increased of an organization after adopting various marketing strategies. The main aim of
marketing functional area is to increase the brand awareness among all the customers so that they
will be able to attract number of people towards their services. There are many people who spent
their time on Facebook, LinkedIn, Twitter. If companies post their advertisements, then through
this they all will be able to know about the different features and benefits of the products
(Brammer, Jackson and Matten, 2012). So, this is more feasible way for consumers that they can
select services as per their requirements. When their expectations are get fulfilled then this can
enhance the growth of an enterprise which lead them towards success.
Through this, the communication gap between consumers and business organization is get
reduced. So, it become easy for them to identify the current expectations of their end users.
When they all will get quality products at low cost then their satisfaction level can be increased
which is more beneficial for the firm. Furthermore, the market share can be enhanced so high
revenues and profits can be achieved.
Theme 3: People spend lot of time on social networking websites.
After the evaluation of various books, journals and articles, it can be analysed that people
spend more time on social media in order to communicate with each other. According to Rachel
hosie (2017), a research was conducted on adults who are in age between 19 to 32. On the basis
of this it can be analysed that people who feel lonely will give more time to Facebook, LinkedIn,
Twitter. Along with this, he also investigated that there is relationship between loneliness of
people and websites.
Different researcher conducted research that what are the reasons behind spending time on
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these social websites. In modern time, due to busy schedule of people they are unable to watch
news on television. Through some articles over these sites they can update themselves regarding
to the events that are conducted throughout world. People can share their ideas with each other
so in this manner communication can be established between citizens of different countries
(DiStaso, McCorkindale and Wright, 2011). These sites also play an important role for business
organization as through this they will be able to connect with their consumers.
Theme 4: The brand image of company can be enhanced after implementing the social
networking.
After investigating some secondary sources such as internet, books, journals, it can be
interpreted that social media can help an enterprise in enhancing their brand image at global
level. If a company start selling their services online, then they will be able to attract number of
users towards their products. As per the views of Dana Baasiri (2016), social media is more
beneficial for the firm as through this they are not only building customer base and enhancing the
awareness among people but they are building trust with them. Through this, loyalty among
people can be increased in more effective manner so companies brand image is get affected in
positive manner.
Engagement plays a most significant role in enhancing the brand image of company so that
they will be able to gain the attention of people. If some engagement practices will not be
conducted on social media sites, then it can harm the reputation of company (Edvardsson,
Tronvoll and Gruber, 2011). These activities are related to the comments, likes and posts which
can enhance the interaction among people. Through this, the manager will be able to know about
their needs and demands. So, in this manner it is easy for them to achieve the specified goals.
Theme 5: Social networking sites are more influencing than traditional approaches.
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After exploring different secondary sources, it can be analysed that social media influence
the society and companies more than traditional approaches. There are some traditional methods
such as newspaper, magazine, television, print media and so on. Some costs are attached with
these methods so sometimes small business enterprises will not be able to afford expenses. But
after using social networking sites, an organization can attract people from all over the world and
this will incur low cost as compare to other approaches (Ellison, Steinfield and Lampe, 2011).
Along with this, firms cannot respond to the changes quickly that are occurred in external
environment. On the other hand, in modern era everyone is using Facebook, Twitter, LinkedIn so
manager of an entity can identify the changes and current trends.
In this manner, different social networking sites are more helpful for organizations as
through this they can grab the attention of customers. The satisfaction level among different
people can be increased which lead them towards improved brand image. If they use modern
media, they can post an advertisement on these sites. By offering quality services to right kind of
people, they will can influence them.
Theme 6: Branding and competitiveness are the key factors for which industries are using
social media networking.
After analysing the data from many books, research papers, journals, it is can be evaluated
that companies join social networking sites in order to attain competitiveness and enhance their
brand image. There are many factors which contributes into the success of an organization such
as competitive advantage, branding, marketing and so on (Garrigos-Simon, Lapiedra Alcamí, and
Barberá Ribera, 2012). Companies will be able to achieve goals in more effective manner after
implementing the social networking sites.
In order to implement overall research in more effective manner, a business organization has
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to follow some factors in order to implement a plan. Some of these factors are like goals, long
term vision, an effective strategy, resources and technology (Grönroos and Ravald, 2011). Along
with this, they have to analyse the strategies that are followed by their competitors. After
identifying their approaches, they will be able to attract people towards their services so that
brand awareness can be increased at the marketplace.
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CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
This is the vital part of research where overall dissertation is concluded after getting more
reliable and authentic data. Through this, it can be summarized that social media can influence
the organizations and society. On the basis of this, an individual will be able to get the overview
of overall research.
5.1 Conclusion
From the above carried out analysis and their findings it can be concluded that social
media is a vital tool which can influence the organizations and society in both positive and
negative manner. In the present dissertation, researcher gave more emphasis on the factors that
make social media more effective as compare to other traditional approaches. In the modern
world, needs and demands of people are changing continuously so this play an effective role in
fulfilling their all expectations.
There are some tools and techniques that are used by researcher so that they will be able to
accomplish the research in more successful manner. When data has been gathered from
secondary sources that it can be interpreted that how social media can impact the society and
business organization. For this, thematic analysis is more significant tool where data can be
interpreted and effective outcomes can be achieved. In this, views of different authors are
identified in order to gain the valid and reliable outcome.
In the modern world, social media play a vital role as through this business organizations
will be able to get more opportunities. When they will be able to get these in more effective
manner then competitiveness can be achieved. Social media affect the companies in both positive
as well as negative manner. An enterprise will be able to create some opportunities which are
beneficial for them in achieving the future goals. By implementing the social media activities,
21

customer’s attention can be gained and brand image can be enhanced at global as well as
international level.
Marketing department is the one which is more focuses on the sales of organization. The
marketing manager identify the needs and demands of people so that their satisfaction level can
be increased. By adopting social media activities, an enterprise will be able to enhance their
performance at the marketplace as compare to other rivals. This can also act as a promotional
technique where companies can promote their services and products so that they will be able to
attract many people towards their services.
Social media affect the both organization and society. There are some privacy factors
which can affect them in negative manner. Sometimes, an industry will not be able to maintain
their confidentiality as competitors can identify their strategies that are adopted by them in order
to achieve success. In society, people can misuse the photos and information that are uploaded on
these social sites. So, in this manner their privacy can be affected. Through a research it can be
analysed that many people use Facebook, LinkedIn, Twitter due to some factors such as
loneliness. Along with this, they will be able to get the knowledge about different activities that
are conducted at the market area.
5.2 Recommendations
From the above carried out analysis and their findings, it can be concluded that social
media affect the company and society. But apart from this, there are some challenges that are
faced by them that should be improved so that future goals can be achieved. For this, they have
to follow some recommendations which are stated below:
 Training and development: The business organization has to conduct training and
development practices at the workplace so that employees will be able to enhance their
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knowledge and skills. Through this, they all will be able to know that how they have to
deal with their customers and how to use different social media practices. Furthermore,
the organization will be able to retain their skilled workforce so that they can perform
well.
 Continuous monitoring: The manager of enterprise can use some techniques in order to
monitor the performance of their staff members on continuous basis. Through this, the
issues can be identified that are faced by an enterprise due to social media networking
sites. Through this, their satisfaction and dissatisfaction level can also be evaluated so
that proper strategies can be formulated in an effective manner.
 There are some people who spend a lot time on social media because they don’t
comfortable with others. So, for this a consultation centre should be opened at workplace
where they will be able to get some advices from experienced people.
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