Holmes Institute: HI6008 Literature Review - Social E-Commerce

This report presents a comprehensive literature review on the opportunities and challenges within the realm of social electronic commerce. It begins by defining the concept of social e-commerce and its evolution, emphasizing the impact of social media on online shopping and consumer behavior. The report then delves into the various opportunities presented by social e-commerce, such as increased customer interaction, expanded market reach, and enhanced brand building. Simultaneously, it critically examines the problems and challenges associated with this form of commerce, including issues related to trust, data privacy, security, and the management of customer expectations. The methodology employed in this research includes a detailed discussion of research paradigms, qualitative and quantitative research methods, secondary and primary data collection methods, sample size determination, sampling approaches, questionnaire design, and data collection and analysis techniques. The study aims to identify the factors affecting social e-commerce and the strategies to mitigate the challenges. The report concludes with a summary of the key findings and insights, providing recommendations for businesses seeking to leverage the benefits of social e-commerce while mitigating its associated risks. This report is a valuable resource for students and professionals interested in understanding the dynamics of social e-commerce.

OPPORTUNITIES AND PROBLEMS OF SOCIAL
ELECTRONIC COMMERCE

Table of Contents
1. Introduction............................................................................................................................3
2. Research methodology...........................................................................................................3
2.1 Research paradigm...........................................................................................................3
2.2 Qualitative and quantitative research method..................................................................4
2.3 Secondary data..................................................................................................................5
2.4 Primary data......................................................................................................................5
2.5 Sample size.......................................................................................................................6
2.6 Sampling approach...........................................................................................................6
2.7 Factors of designing questionnaire...................................................................................7
2.8 Method of data collection.................................................................................................8
2.9 Analysis and interpretation of data...................................................................................8
3. Expected outcome..................................................................................................................9
3.1 Limitation of the study.....................................................................................................9
4. Conclusion............................................................................................................................10
5. The appended statement.......................................................................................................10
Reference list............................................................................................................................11
Appendix..................................................................................................................................13
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1. Introduction
The research question in this study is regarding the opportunities and problems in social
electronic commerce. Answering this research by collecting proper primary and secondary
data can help to increase knowledge about this area. Moreover, appropriate strategies can be
designed for mitigating the challenges regarding social electronic commerce. In this part of
the study, a proper methodology of the research has been discussed. Primary and secondary
data collection is promoted from a selected population, which helps to gather ideas about
answering the research question. Discussion of research paradigm has been done that has
helped in selecting a proper path to conduct this research.
2. Research methodology
Selection of research methodology is an important part of research as the outcome depends
on methodologies. Appropriate methods for this research are mentioned in the following
parts.
2.1 Research paradigm
Consideration of appropriate philosophy, approach, and design for the research allows
obtaining expected findings. Research philosophy allows gathering detail information related
to the topic. As opined by Saunders (2018), pragmatism, interpretivism, realism, and
positivism are different philosophies that help to enrich knowledge regarding the subject of
research. Among these philosophies, positivism support objective research and it becomes
easier to get a reliable outcome at the end of the research. On the other hand, positivism
philosophy has a well-designed structure that supports to follow predetermined rules. These
features of this philosophy ensure less error and more accuracy in research (Guest et al.
2017). Due to these aspects, it has been decided that the positivism research philosophy is
appropriate for this research.
Another important part of research is to select appropriate research approach. Deductive and
inductive are two forms of approach that support to obtain reliable findings. Inductive
approach is concerned about information on current investigations. On the other hand,
Arantes do Amaral et al. (2018) have mentioned that deductive approach allows reviewing
past and present theories to test hypothesis. In this case, research question has been developed
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and it has been decided that inductive approach is the most appropriate for addressing the
research question. Inductive approach is potent to investigate opportunities and challenges of
social e-commerce.
Research design is used for explaining the appropriate framework for analyzing obtained
information. Based on requirements of the research, design is selected and applied. As stated
by Creswell and Poth (2017), exploratory, explanatory and descriptive designs are used in
research projects as per requirement. Among these designs, descriptive research helps to add
more information regarding the topic with existing information. It is about providing in-depth
information regarding facts related to research topic. Moreover, Lewis (2015) have
mentioned that this design allows filling the gap in previous research works. It is possible to
explain detail information regarding potential problems and opportunities of social electronic
commerce by considering this design. Based on features of designs and requirement of this
research, it has been decided to consider descriptive research design.
2.2 Qualitative and quantitative research method
There are two different kinds of research methods, which include qualitative and quantitative
research. As opined by Bryman (2017), in quantitative research, the data and information
produced are always numerical. The obtained information is always analyzed by the help of
statistical or mathematical methods such as SPSS software. If no numbers, charts or graphs
are involved in the research process, then it cannot be said as quantitative research. On the
other hand, Thomann and Maggetti (2017) contradicted that qualitative research is a method,
which does not involve any numerical data. This method of research involves words
accompanied by pictures, observation tables, and others. This method of research helps to
gather in-depth knowledge about a subject area. If problems and opportunities regarding
social electronic commerce are identified through quantitative method, then the tools like
survey, observation can be adopted. Whereas, if qualitative research is adopted then tools like
interviews, focus groups can be applied (Gehman et al. 2017). In addition, during collection
of secondary data, market reports, company data can be collected through quantitative
methods. On the other hand, secondary sources like past research journals, articles can be
investigated through a qualitative approach.
In this research, qualitative research has been adopted by the researchers. This is because
qualitative research results in rich data and gives an opportunity to explore how and why a
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particular thing happens. Different tools like interview and collection of past reports or
articles have been applied to conduct the research. Moreover, this approach is cost-effective
and consumes less amount of time.
2.3 Secondary data
Secondary data review helps to identify gaps in existing literature and allow the researcher to
fill those gaps with detail information. As stated by Merson et al. (2018), authentic journals
articles, books, and database are considered as authentic sources of secondary information.
Collection of secondary data is time and cost-effective. These are the main reason for
adhering to secondary data collection. Secondary data collection helps to understand all
perspectives related to the research topic and related issues. Besides, Quinlan et al. (2019)
have mentioned that it helps in identifying potential solutions to problems. Considering
secondary data helps to compare and contrast different point of views of different authors.
Clear understanding of issues and solutions are found easily with this kind of data collection.
However, accuracy of secondary data is unknown and outdated data may impact on research
outcome.
In this case, additional secondary data regarding opportunities and problems of social e-
commerce needs to be collected. Secondary qualitative approach of data collection has been
adopted in this research. Gathering these additional information helps in understanding the
gaps in previous research. It has been decided to focus on areas of investigation to identify
more potential opportunities and challenges of social e-commerce. This decision is
appropriate for addressing the research question.
2.4 Primary data
Information or data can be considered as primary if it is collected from the first-hand
experience. As said by Neelankavil (2015), primary data is different from secondary data
because information from secondary data is already published, whereas data from primary
sources are fresh. However, collection of this data involves risks like bias. This data helps
researchers to collect up to date information about a specific subject area. Besides, Fallon
(2016) argued that a higher level of control can be exerted by collecting primary data for
research purposes. In addition, accuracy of primary data is more as compared to secondary
data. Primary data is generally collected personally by the researchers through face to face
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interview with the help of a questionnaire survey. Hence, it directly relates to the study of a
researcher.
In this study, primary data has been collected with the help of interview. Primary qualitative
data collection method has been implemented in this research. Different e-commerce sites
managers have been interviewed to gain knowledge about different problems and future
opportunities of this business process. Different questions have been asked to managers for
gaining in-depth knowledge about social electronic commerce. The questions that were asked
to the managers for gaining primary data were predetermined.
2.5 Sample size
Determining sample size impacts on the findings. For example, it can be said that
consideration of larger sample influence detection of differences. On the other hand, Boddy
(2016) have commented that adhering to small sample size helps to get compact and useful
data. The size of the sample determines the level of errors in data collection. It can be stated
that a larger sample size refers to a smaller effect. Due to this reason, it has been decided to
consider a smaller sample size. From 5 managers of popular social e-commerce businesses,
essential information regarding different aspects of social electronic commerce is being
gathered. These managers are experienced and they are able to share information regarding
issues and opportunities related to social e-commerce. Selection of smaller sample has been
confirmed for avoiding errors and gaining accurate result at the end of this study. On the
other hand, considering this sample size is saving time and cost-effectively.
2.6 Sampling approach
There are two kinds of sampling approach, which includes probability sampling and non-
probability sampling. As said by Etikan et al. (2016) probability sampling is a technique,
where individuals from a sample population get equal chances of getting selected in the
research process. On the other hand, non-probability sampling is a method, which does not
provide equal opportunity to all in getting selected. Hence, basis of selection in probability
sampling is random and in non-probability it is arbitrary. Probability method of sampling is
generally adopted while conducting any survey process (Lu and Lemeshow, 2018). This is
because the number of respondents in this process is higher as compared to the interview
process.
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In this research, interview of managers has been conducted by adopted non-probability
sampling method. This method has helped to select managers arbitrarily from the whole e-
commerce industry. This is a subjective method of sampling technique that can help to
achieve desired objectives of this research.
2.7 Factors of designing questionnaire
Several factors are there that must be considered while developing a questionnaire. Lit can be
stated that these factors impact on the design of the questionnaire. As opined by Lohr (2019),
the present mode of data collection needs to be considered while designing a questionnaire as
the design is different for interview and survey. Questions must be simpler in form and must
be related to the research topic. Right, and clear wordings are important factors that impact
on the design of the questionnaire. Song et al. (2015) have mentioned that researchers are
responsible to maintain logical flow while ordering the questions. Choosing the right format
is another important factor that needs to be considered while designing a questionnaire. All of
these factors are being considered in this case for designing the questionnaire and it is helpful
in gathering bias-free responses from selected sample.
Sample questionnaire for interview
1. How many years have you spent in the social e-commerce industry?
2. Which factors are affecting social e-commerce business?
3. Do you think that social e-commerce business have changed the way of purchasing?
4. How is the purchasing behavior of customers affecting Social e-commerce business?
5. What are the gaps in social e-commerce business?
6. What are the main opportunities in considering social e-commerce business?
7. What are the business issues you are facing while operating a social e-commerce business?
8. What are the impacts of identified problems on the social e-commerce business operations?
9. What are the strategies your company takes to address these issues?
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10. How can social e-commerce be improved further?
2.8 Method of data collection
Data regarding the topic has been collected in this research through the process of interview.
As opined by Sutton and Austin (2015), interview is an effective data collection method,
which can be applied to small group of population. At first managers from different e-
commerce, organizations are selected and approached. From them, a suitable time for
conducting the interview has been collected. As it is a structured interview, so interview
questions were predetermined, which has helped to eliminate any confusion at the time of
data collection? A discussion about the topic area has been done to make the managers
accustomed to the research topic.
Secondary data is collected from different past researches and articles. These articles and
research journals are up to date and collected from relevant sources. As mentioned by
Johnston (2017), secondary data collection method involves less cost and time. Different
other sources of data are company reports, business magazines, and books. Information about
different problems in social electronic commerce and different future opportunities due to
technology development are retrieved from these sources. Collection of secondary data
requires lots of investigation, which helps to increase knowledge of researchers about the
topic. Thus, this has facilitated answering the research question in a proper way.
2.8.1 Ethical consideration
Maintaining ethics while collecting data is a great factor that eliminates risks from a research
process. In this research, privacy of data collection process through interview has been
maintained by the researchers. In addition, no personal questions have been asked, which can
impact on the emotions of respondents. It is decided to provide a consent form to the
respondents that can help to inform them about the research. Data collection process has been
commenced after collection of signed consent form. Moreover, the privacy of the data is
maintained according to the legislation of data privacy act.
2.9 Analysis and interpretation of data
Analysis of data is essential to gain answers to research questions. The primary data that has
been collected through interview is analyzed with the help of transcripts. The recorded data
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can be analyzed through transcripts, which provides an opportunity to segregate different
answers provided by different managers. As said by DeSimone et al. (2015), creation of an
interview transcript helps to increase accuracy of data by eliminating unnecessary
information that can cause a barrier in research process. Ambient sounds of recording,
repetitions of information, false claims can be eliminated by creating a transcript. From the
data analysis part, factors can be identified that impact on social e-commerce business. On
the other hand, problems and opportunities of this business can be identified. Researcher can
find appropriate strategies that can help in mitigating identified problems.
On the other hand, secondary data is analyzed through the help of themes. As said by
Goldberg et al. (2017), thematic analysis is the most common form of qualitative secondary
data that helps in segregation of data in different categories. Before selection of themes, it is
essential for researchers to get familiarize with the topic. In this case, themes are selected to
group data under problems and future opportunities in e-commerce sector due to advanced
technologies. Reviewing available resources regarding the topic of this project can help in
identifying processes to mitigate issues of social e-commerce business. Previous real cases
related to the topic of this research must be evaluated for suggesting the best possible way of
mitigating issues.
3. Expected outcome
It can be expected that findings of this research may help in understanding different problems
and opportunities of social e-commerce business. It is expected that people from social e-
commerce sector can find this research paper helpful and authentic. Selected methods are
appropriate for gathering more information regarding problems and opportunities in the field
of social e-commerce. More areas of investigation can be revealed and research on those
areas can help this industry to grow further. On the other hand, the findings of this study can
shed light on effective strategies that can be implemented to solve identified issues. If
managers share their real-life experience and it can help to understand the factors that are
affecting social e-commerce business.
3.1 Limitation of the study
Limitations prevent researchers to gain the most accurate outcome at the end of the research.
In this case, there are limitations too that has a great impact on the findings of this study.
Firstly, it was important to complete this research within a limited time. Due to this
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limitation, a prolonged search method has not been chosen. On the other hand, budget is
another limitation of this research. It was meant to finish the research within minimum
budget. Another limitation is the gathering of biased information during an interview.
Responses have been reviewed more than once for eradicating bias responses.
4. Conclusion
The research problem is regarding positive and negative aspects of social e-commerce
business that has bloomed due to advancement of technology. Collection of both primary and
secondary data through qualitative approach has helped in finding an answer to the research
question. The question in this research is social e-commerce business and its opportunities
and problems. Secondary thematic analysis and primary interview have been devised in this
study to investigate all aspects related to this topic in a proper way. Choosing proper method
of data collection has guided the researchers properly by building a strong understanding of
the subject area.
5. The appended statement
Rahul has conducted the research works and he has gathered all the related information.
Navjot has documented this business design and methodology part. Collaborative
contributions have helped to complete this assessment within time.
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Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five approaches.
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Appendix
Appendix 1
Rahul has gathered information through conducting the research. After that, he has provided
all raw information to Navjot. After discussion between these two members, headings and
contents of this report have been determined. Finally, Navjot has written the report as per the
guideline.
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