Reliance Retail: Social Media's Role During COVID-19 Pandemic

This research report investigates the role of social networking sites during the COVID-19 pandemic, focusing on Reliance Retail in India. It examines the concept of social media in retail, identifies how firms like Reliance Retail utilize social networking sites during the pandemic, and assesses the challenges they face. The report aims to recommend strategies for retail businesses to leverage social media during such crises, addressing research questions related to the definition of social media in retail, its applications during the pandemic, associated challenges, and potential strategies. It highlights the background of Reliance Retail, its social networking strategies, and the rationale behind researching the impact of social media during COVID-19. The problem statement focuses on the difficulties faced by the retail industry due to the pandemic and how social media helped in maintaining customer communication and attracting new customers. The literature review explores the concept of social media in retail, the ways in which Indian retailers use social networking sites during the pandemic (specifically Instagram and Facebook), and the challenges they encounter, such as maintaining customer loyalty and dealing with the highly competitive Indian market.

INDIVIDUAL
RESEARCH PROJECT
(“To analyse the role of social
networking sites at the time of pandemic
of COVID-19 pandemic on the retailer
companies of India. A study on Reliance
Retail.” )

Table of Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW ...............................................................................................................6
RESEARCH METHODOLOGY...................................................................................................11
DATA ANALYSIS AND FINDINGS..........................................................................................15
CONCLUSION AND RECOMMENDATION ...........................................................................31
REFRENCES ...............................................................................................................................32

INTRODUCTION
Social networking refers to the usage of internet based sites of social media for
connecting with family, colleagues, friends, clients or customers. Social networking sites have a
social motive, business purpose, through sites like LinkedIn, Facebook, Instagram and Twitter.
Social networking has become an important base for marketers to seek for engaging large
number of customers (Naeem, 2020). Basically in an organisation social marketing sites are used
for encouraging brand recognition and increasing brand loyalty. Social media could help in
connecting businesses and people and also assist in promoting brand awareness.
Social media networking includes the maintenance and development of business and
personal relationships utilising technology. This is basically done by above mentioned
networking sites. These sites have contribution in connecting corporations with customers and
clients so that they could develop relationships and can easily share message, information and
ideas. It is commonly used by marketers so that they could easily increase the brand recognition
and brand loyalty (Koch, Frommeyer and Schewe, 2020). It assists companies to be more
accessible to new customers as well as existing customers. Social media marketing assists in
promoting brand content and voice.
The COVID-19 global pandemic has created problems for the business as well as for the
whole world because it has come up with situation that made every business to shut down
suddenly. During COVID-19, social media has helped businesses to keep their presence in front
of their customers. Social media has played major role in connecting customers with retail
industry. When COVID-19, people have moved towards social media networking sites and this
has created opportunity for retail industry to stay connected with their existing customers as well
as potential customers. Social media is generally used by organisations to understand their
customer's need and requirements (John and Walford, 2021). On the other hand, customers use
social media to know about the latest launch of companies and brands. Retail companies use
social media sites to give latest information to customers so that they could be engaged with the
brand. With the assistance of social media networking sites retailers could easily keep an eye on
the requirements of existing as well as potential customers.
Social media creates an environment through which customers get an opportunity to
make direct contact with customers (Mukherjee and Banerjee, 2019). Customers could easily
make complaints and enquiries about the products and services so that they could be easily

connected to the organisation. The current research report covers the role of social networking
sites during the time of COVID-19. The chosen organisation in the current research project is
Reliance Retail.
Research Aim
“To analyse the role of social networking sites at the time of pandemic of COVID-19
pandemic on the retailer companies of India. A study on Reliance Retail.”
Research Objectives
 To analyse the concept of social media in the retailer firms of India like Reliance Retail.
 To identify the ways in which retailer firms of India make use of social networking sites
at the time of pandemic.
 To assess the challenges faced by the retail companies of India in making use of social
networking sites.
 To recommend various strategies through which the retail businesses can be run by
making use of social media at the time of pandemic of COVID-19.
Research Questions
 Define the concept of social media in the retailer firms of India ?
 What are the ways in which retailer firms of India make use of social networking sites at
the time of pandemic ?
 What are the challenges faced by the retail companies of India in making use of social
networking sites ?
 What are the various strategies that could be recommended through which the retail
businesses can be run by making use of social media at the time of pandemic of COVID-
19?
Background of the chosen organisation
Reliance Retail is an Indian retail organisation. It is a subsidiary of Reliance Industries
Ltd. The company is founded in the year 2006. It is largest retailer in India in regard to revenue.
This is the outlet that provides groceries, footwear, apparel, foods, electronic goods, home
improvement goods, farm inputs and implements. The headquarters of the company is located in
Mumbai, Maharashtra, India. The company also uses different social networking strategies to
connect with number of customers.
Rationale of the research

The main motive of the present research is to identify the role of role of social
networking sites at the time of pandemic of COVID-19 pandemic on the retailer companies of
India. Social media networking is the concept in the business world that is continuously growing
and developing (Naeem and Ozuem, 2021). This topic is selected because social media sites has
played major role in the present time that is COVID-19. It has been identified that COVID-19
has created distance between customers and companies because people were unable move out
from their residence and companies were unable to operate their business with full efficiency.
So, the present research has covered the concept of social media in India especially in retail
industry with the ways companies use social media to connect with large number of customers
and continue with their sales.
Problem statement of the research
The main problem related with the current research project is the global pandemic that is
COVID-19. It has been recorded that the global pandemic made retail industry to shut their
operations or decrease their working efficiency. The pandemic made difficulty for companies
because they were unable to reach large number of new customers as well as existing customers.
For dealing with this problem companies have used social media networking sites so that they
could easily communicate with their customers and attract new customers (Rakshit and et. al.,
2021). The sites have helped in making communication with customers about their needs and
requirements. The current research project has also focused on the challenges faced by
companies while dealing with the social media networking sites.

LITERATURE REVIEW
Define the concept of social media in the retailer firms of India ?
According to Prasad, Garg and Prasad, (2019), The term social media is defined as usage
of social media or social networks within the market in order to promote goods and services of
an organisation. Social media is one of the significant tool which helps the business to reach out
to maximum number of audience for the major purpose of attaining mission and objectives of the
organisation. In the context of retail market using social media an organisation may read minds
of their customers and recognise their needs which resultantly assists the business to enhance
their customer range and to target market in optimal manner. Social media can be used by an
organisation in order to target niche market and to develop appropriate market image as well. For
retail business social media is essentially playing significant role in developing their market and
ratio of succession as well. This is highly required for the business to develop their presence over
social media in current point of time so that to compete with their rivals and to acquire
succession opportunities as well.
In the current scenario social media is one of the trending channel which is used by most
of the business for the purpose of gaining higher market image. In this manner there are certain
reasons due to which organisations are using social media as their tool and prominent among this
is gaining higher market prominence (Diffley and McCole, 2019). In India as market is highly
competitive in nature due to adoption of globalisation and existence of various organisation.
These are the reasons due to which Indian retailer have to use social media as their tool of
marketing in order to get existence to their business into the market and to compete with their
competitors. Besides this retail industry is one of the successful industry in to the markets of
India which is having capacity to cover larger number of customers so that the organisation may
develop market image in well defined manner.
In Indian market there are various complexities which are faced by businesses operated
within retail industry. In this manner using social media this would be easier for the business to
acquire success into the market and retain their position as well. Social media allows the business
to build appropriate relationship with their customers and in this manner significant feedbacks
can be taken by them which helps the business to reach out to their target audience in easy
manner along with giving them higher level of satisfaction. For India as the country is running in
its growing stage which means that using of emerging trends within business could be beneficial

for the companies working in India for reaching to their business objectives and to take
advantages of economic reforms in India. This is analysed that using social media new avenues
can be created within business and the same can be aligned with acquiring benefits as in context
of developing market image and sustainability as well.
What are the ways in which retailer firms of India make use of social networking sites at the
time of pandemic ?
According to Chaudhary (2020), The pandemic has given higher negative impact to he
businesses running in various industry and specifically within retail industry. This is clearly
stated that retail business is associated with direct communication with customers and due to
implications of pandemic their business seen their worst time. For retail businesses their major
role is to engage higher customers within their business so that to develop their market
prominence and succession ratio as well. In India there are various ways that can be used by the
businesses in respect to social media so that to develop their market presence within pandemic.
Instagram is one of the prominent tool that can be used by businesses which helps them
to grow and sustain in pandemic situation. Under pandemic situation the major issue was faced
by the organisation was related with reaching out to the customers and in this manner Indian
retailer may have seen issues in their business for dealing with the business. Besides this using
Instagram will lead the business to acquire more customers and reach out to their target audience
as well (Hsu, 2019). Using such aspects Indian retailer may develop specific edge as in relation
to developing their target audience in such a manner that they will get customers loyalty as well.
This is being analysed that people within India are highly selective in nature so that the major
issue within companies are aligned with developing their business in such a way that this will
lead them to acquire higher customers along with their longevity as well.
On the other hand another tool for social networking is Facebook. There are various
trends and initiatives which are introduced by Indian businesses so that they can reach out to
maximum number of customers and attain their objectives as well. Using such tools an
organisation may develop their market image and attain sustainability as well. On the other hand
this is determined that in Indian market higher competition is existed so in order to deal with the
same level of competition businesses. The time of pandemic is very crucial as this destroyed
various businesses and due to this various businesses may faced issues related to their
profitability. Using Facebook Indian organisation may acquire higher edge into the market and

deal with crisis faced due to COVID. This is examined that in current time social media network
is associated with developing such market image by which they can deal with appropriate
manner to their competitors.
What are the challenges faced by the retail companies of India in making use of social
networking sites ?
According to Hole, Pawar and Khedkar (2019), Retail industry in India is having choice
to develop their business using various platforms in order to reach out to maximum number of
customers and to retain them for longer period of time as well. This is being examined that there
are differential reasons due to which businesses are able to acquire market position along with
gaining of sustainability as well. In this manner there are various challenges which are being
faced by the organisation so that to develop their business and to use social media as well. These
challenges are associated with minimising growth for the company within retail industry. This is
examined that there are such reasons due to which businesses within retail industry. In order to
deal with such challenges businesses are required to use social media as their prior tool. Using
such tools an organisation may acquire higher market presence and to acquire their customers
appropriately.
In the context of Indian retailer, this is significant that such organisations are able to
cover their market share and image by using social media as their primal channel. In the terms of
issues the major issue is linked with selecting appropriate social media channel. Businesses are
facing prominent issues when they have to decide upon channels of their social media so that to
attain their business objectives and to develop their mission as well. This is clearly determined
that there are such reasons due to which businesses may require to develop their edges in such a
manner that this would provide them several consequences as in context of dealing with market
competitors and develop rivalry into the market (Dixit and Prakash, 2018). In order to deal with
such issues this is imperative that to provide attainability to the business so that in long edge
overall objectives can be attained.
Security is the another issue which is being faced by the organisation while developing
their social media marketing platform. This is seen that there are numerous businesses which are
not having secured businesses and they do not have apt secured network as well. This will
develop the business to face several consequences in their profitability and market image as well.
Security is one of the significant aspects which are required to be undertaken so that to develop

their business in such a way that they can long last into the market and acquire sustainability as
well.
By solving these issues an organisation may develop their business in such a way that
appropriate manner the business may get progression opportunities along with gaining profits as
well. Social media is one of the prominent platform which is used by various businesses in order
to develop their business in pandemic crisis.
What are the various strategies that could be recommended through which the retail
businesses can be run by making use of social media at the time of pandemic of COVID-19?
(Castillo de Mesa and et. Al, 2020) Retail business is associated with providing products to
customers in direct manner without involving of any mediator so that to develop direct
belongingness to customers. Retailing is the method which is regarded as final stage within
channel of distribution. Retailing is also regarded as such activities in which goods are sold to
final customers and the same can be used by them for meeting own needs and demands. Supply
chain is another inclusion within retailing as this will lead an organisation to develop their
insights and helps the organisation to expand their business. In the time of pandemic for every
business this is necessary that they use various practices and strategies in order to develop their
business and to provide appropriate sufficiency as well. As this is observed that retail businesses
are the one sector which is facing highest due to various restrictions. In order to retain into the
market retail businesses are using social media so that to reach out various customers and to
develop significant market image.
For the major purpose of using various strategies are to develop market range and to
provide awareness to customers as well. There are numerous strategies which are recommended
to retail sectors and these are elaborated as under:
Verity of channel: An organisation is suggested to use various channels within their
business so that to develop their business into the market and to acquire market presence as well.
This is necessary for the organisation that they adopt verity of channels so that they can reach out
to mass audience and develop their objectives as well. By using of various channels retail
business can cover larger audience which is beneficial for the organisation in time of pandemic.
This is being observed that there are certain reasons due to which retailers are facing issues and
one of the prominent is customer handling and customer retention (Kujur and Singh, 2019). The
major recommendation under this is that businesses should use appropriate channels so that they

can acquire appropriate edge into the market and develop their market image as well. This is to
be ensured by the organisation that they use significant channels so that chances of errors can be
minimised. On the other hand this is being observed that there are significant reasons due to
which a retail organisation is required to adopt social media tool. In order to develop appropriate
market insight this is required by the organisation that they use significant channels of marketing
so that to acquire market presence and to develop market share as well. So in this manner it can
be said that using various channels within social media so that they can develop higher market
presence and attain their business objectives as well.
Delivery of similar message: When an organisation is using various channels at a time
then this is necessary that they deliver the same message in order to avoid the level of confusion
and to provide knowledge about business offerings to the customers as well. In order to deliver
similar message to all the customers this is required that root message should be same (Windels
and et. Al, 2018). This is observed that there are significant reasons for which social media is
associated with developing differentiated channels and this is one of the mandatory aspect which
helps the business to grow and sustain in appropriate manner.

RESEARCH METHODOLOGY
Research methodology is defined as set of such methods which are used within research
in order to analyse data and attain research objectives as well. The major objective of research
methodology is providing significant benefits as in context of research which leads the
researcher to develop their research objectives as well (Koranteng and Wiafe, 2019). This is
analysed that there are significant direction which are used within research under research
methodology so that to align with research objectives. Using research methodology researcher
can develop their research in a manner that relevant, accurate and appropriate information can be
gathered in order to attain research objectives. Research methodology is a systematic approach
which is used by researcher in the process of performing a research and to attain research
objectives in appropriate manner. These methods are considered by researcher which includes
research philosophy, research strategy, research choice and many others.
Research Approach: Research approach is defined as such processes and procedure which
helps the researcher to complete their research in appropriate and systematic manner. In order to
finish research, research approach is required to choose significant and apt approach so that they
can develop their research in that manner only (Sharma, Singh and Aiyub, 2020). Research
approach is that set of processes which contains broad assumptions which are helping researcher
in detailed manner. There are two types of research approach such as inductive and deductive. In
order to attain research objectives this is imperative that to acquire proper effectiveness within
research. Under this research both of these research approaches are being selected for the
purpose to attain research objectives in significant and easier manner. This is helpful in
developing relationship with various variables which assists the researcher to develop
appropriate insight related research topic.
Research Philosophy: Research philosophy is defined as such set of convictions in which helps
the researcher to gather such data which leads in gaining appropriate research outcomes.
Research philosophy is helpful in developing knowledge in such a way that in overall manner
benefits can be attained in terms of developing research objectives (Pike, Bateman and Butler,
2018). There are two types of research philosophy such as positivism and interpretivism and both
of these research may be helpful for the researcher to develop research in desired manner. Under
this research, positivism and interpretivism both research philosophies are used in order to
develop research in significant manner. Under this research both qualitative and quantitative

research methods are used which are helpful in generating research objectives in significant
manner along with developing overall objectives as well.
Research Strategy: Research strategy is defined as such actions and step by step planning which
helps the researcher to develop various research components so that as accordance with research
topic right direction can be given to the research. With the help of appropriate research strategy
appropriate information can be gathered which leads to develop research objectives in direct
manner. Researcher may get assistance to develop research in well defined manner with the help
of research strategy (Bairagi and Munot, eds, 2019). There are various research strategies which
are related with research framing and could lead the overall research to come to an end with
appropriate path and objectives as well. Researcher tends to develop their research in such a way
that this will lead into providing appropriate edge in relation to gaining benefits of research topic
and to develop prominent and desired research outcomes. The major motive of research strategy
is to accumulate such opinions within research so that desired outcomes can be taken. There are
such opinions which are helping the researcher to develop research topic in significant manner.
Under this research survey strategy is adopted in which interview and questionnaire is used.
Using both the strategies this will be easier fir researcher to develop research objectives in
appropriate manner.
Research Choice: Research choice is defined as such aspect in which information is gathered
within researcher so that to meet research objectives appropriately. Research choices are helpful
in achieving research objectives in appropriate manner. For every researcher this is imperative
that they select research choice in such a way that they can be aligned to attain aims and
objectives of prospective research. Investigator is having two research choices such as
quantitative and qualitative (Doddsand Hess, 2020). Under quantitative research choice
numerical information is gathered which means that in statistical manner conclusion can be
framed. Besides this in terms of qualitative research choice helps in gaining in-depth information
which is helpful in gathering research objectives in appropriate manner. By choosing both the
methods research can be developed in appropriate manner which is helpful in gaining
appropriate outcomes.
Data Collection: Data collection is defined as the process which is used in order to collect data
in such a way that the same can be understood by investigator in order to develop valid and
reasonable conclusion. Data collection is one of the major term which helps the researcher to