Social Media Marketing: Amazon Case Study Report and Analysis

This report provides a comprehensive analysis of social media marketing, specifically examining its application within the context of Amazon's e-commerce operations. The report begins with an abstract that outlines the core concepts and objectives, followed by an introduction that highlights the significance of social media marketing in enhancing product visibility and fostering customer relationships. A literature review explores the evolution of social media's impact on consumer behavior and marketing practices, referencing key insights from various scholars. The report then delves into a critical application of social media marketing theory, particularly Chaffey's theory, and discusses how Amazon leverages social media platforms to achieve its marketing goals. It identifies key challenges such as declining organic reach, cross-channel strategy complexities, and data management issues. The report concludes with a synthesis of the findings, emphasizing the importance of adapting to evolving market dynamics and addressing the identified challenges to ensure continued business success in the e-commerce landscape. The report underscores the significance of social media in modern marketing, emphasizing the need for strategic approaches to customer engagement and business development.

Social Media Marketing

Table of Contents
ABSTRACT.....................................................................................................................................3
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................4
Critical application of the social media marketing theory:.........................................................7
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

ABSTRACT
Social media marketing is an area of marketing, which deals with promoting any tangible
or intangible products or services using a platform, which is known as social media such as
Facebook, Twitter, Instagram, etc., through which promoting a product or services has become to
uphold transferring of valuable information at convenience. Along with this, emphasises of
social media marketing is high and its results and outcomes are suitable relevant and supportable
for arguments. Concept of social media marketing has been put critical analysis on this essay, by
relating it to the context and related to theory of this topic. In this assessment, there is literature
review, in which there is a discussion over implication of the social media marketing and also
how can these can be overcome to raise business suitability.
Along with all given, there was discussion on different theories of Chaffey theory of
social media marketing and communication theory whose aim is to put critical discussion and
analysis over how these theories or models are co-related to each other and also how they are
highly contributed to each other. Lastly, this assessment report has put focus on enhancing
visibility and understanding of this theory to generate suitable and relevant conclusion out of this
discussion along with ascertaining its results and results over the period of time.
As, this is one very necessary topic, because this put emphasises on role of social media
on marketing of products and services and acquiring higher and higher customer to acquiring
them benefits of an E-commerce operation. The major purpose of this assessment is to know
what are factors that influences social media marketing on development of business strategies
and led impact on continuing business operation and bring effective productivity for E-
commerce industry.
INTRODUCTION
Social media marketing is a platform of doing marketing to make products more visible
and reliable to act into the market. Also, it was noticed that social media has been resulted into
making product reach to the customer to facilitate easy and securing buying (Dangelo, 2012). In
addition to this, this platform has led development of a strategies to sell product or services with
wider scope to enhance closer customer relationships. Social media has bigger reach through
Facebook, Twitter, Instagram etc., so that customer acquisition will be resulted in major scope
and outcomes. Social media have been resulted into acquiring more and more customer for

business entities in given point of time along with acquiring higher business for firm, especially
E-commerce.
In addition to given one, it was highly noted that, social media such as Facebook, Twitter,
Instagram etc., has been resulted into establishing long term relationship between customer and
business firm is order to generate business profitability and its competencies for enhancing
operation for longer stage and terms.
This individual essay will be carry on Amazon which is an E-commerce platform and US
based technological company based in Seattle, Washington. Out of all the companies, Amazon
uses social media platform at a bigger and utilised factor to raise business reach in given period
of time. Apart from this, report will cover key discussion over literature review along with
discussion over key issues and challenges (Geho, 2018). Along with this, application of the
various associated theory will be measured in order to generate suitable outcomes out of this
topic “Social media marketing”. Also, major critical discussion will be undertaken to generate
valid and supportive results out of this research. Theories under this assessment will be judged
on the basis of critical analysis, justification and argumentation to find out relevant conclusion to
find out kind of solution to ascertain business opportunities in given of time.
LITERATURE REVIEW
According to the Mangold and Faulds (2009), the emergence and adaptation of new tech
world and communication technologies has led growing role of internet and social network has
changed market dynamics and threatening competitive of firms. It was understanding that the
online and social media has led customer or people to look out in reality what they actually want
and what they need to pursue. Internet and online based social media has changed consumer side
of consumption, their habits, taste & preferences and buying of final goods & services. This has
taken part on how marketers operates and affects marketing practices in context of both strategy
and tactics that are highly present with major challenges and outcomes out of social media
marketing.
According to the William (2013), social media has enables firms to make communication
with their customer and also access different consumer to communicate with them. In talks in the
Layman language, social media has led people to simply connect different people at one point of
time and go for searching any wide and reliable information from one person to another. Social
media platform enables the seller and marketer to share information and availability of their

products to led easy and wide purchase of those defined goods and services in given point of
time. Marketers and seller are basically utilising social media platform to reach customer in ease
time and sell them same at social media, by pin pointing what they actually want or what they
are looking for. People uses social media as a platform to connect with other entity as person,
business firm or any agency, as per their own choice of matters. In return, what business firm do
that, they actually return back to customer with certain the offers to be offered to them along
with analysing what they are majorly looking (Deckers, 2011).
Over the recent years, it has been observed that many organisations have used the key of
social media to unlock the door of their success. The social media have led to perform various
functions for the management, like, marketing, customer service, advertising and many other
functions. The advertising and marketing of a product used to have many gatekeepers, but after
the introduction of social media it has erased several gatekeepers to make the process more
flexible and for organisations to be more creative.
The main function of organisation here is to keep the customers engage with the product
and keep them occupied with the workings of the product, also, social media have become a
wide platform for the customers to directly engage with the firm and directly give input so that
the company knows what their customers want and provide them with it. It also create a positive
image in the market as if the companies are willing to observe the needs of the customers and are
responsive to their complaints, it creates a level of trust for the customers (Falls, 2016). Other
than that, one of the leading factor here necessary to consider is the way of communication.
There are various applications like Twitter, Facebook, Quora, Instagram, Snap-chat and many
other applications that the organisation can choose from.
According to the Rogers (2015), his point of view shows that social media has made
business entity to place customer in their own scenario along with influence them to purchase
products in given period of time. Communication has become an optimised bridges between
customer and markets which is helpful for them to build higher and higher brand loyalty using
traditional method. In context with Amazon which is a leading tech and E-commerce platform
which has realised that current era is of social media and they knows how to pin point customer
at the bigger level (Dahl, 2018). But, it has to be revealed that social media is not also safe for
customer's, because, various other agencies are doing are accumulating data and information and
then moulding customer buying in accordance to that. It was noted that, into the current period,

implication of social media marketing has been increased and also customer's are now becoming
aware of what is happening in this context. Also, Amazon is facing an issue relate to customer
lack of trust and positive behaviour towards business operation.
On the other hand, social media can be used for: establishing customer service, locating
customer's at one place, creating public relation, promotion and creates the platform for higher
advertising. Also video platform such as YouTube is controlling social media market at the
greater context along with telling about telling about most suitable offers to customer's before
starting of the video to know either customer is interested or not in buying (Charlesworth, 2014).
It was noticed that customer implication has been increased in social media and they are going
away from online to traditional purchasing which I now become major threats for business
opportunities to deal with it. Also, it was noticed that, social media is utilising in negative such
as messaging customer's about any kind of new offers and discounts. This is simply a threat for
customer knowledge and their personal life.
It was illustrated that social media has benefited Amazon to make more and more closer
customer relationship, but in other context, it has impacted Amazon by breaking down the
customer trust and belief, which is necessary and required to be overcome to make Amazon
functioning and business performance at the higher and optimised level. In Amazon, there are
various challenges which company is facing for building long term relationship and effective
product service are as follow:
Continuous decline of an organic reach, in which Facebook and YouTube, number of
monthly user has been raised up to 1 billion of people, hence, in that situation, it would be
difficult to manage number of customer at one point of time. Because of this, customer trust has
been broken down, in response, this has simply led business entity such as Amazon to do major
struggle with ascertaining their customer and buyers at one point of time.
Creating cross channel strategy is one of the major challenge of controlling and
regulating social media marketing. Due to increase in number of users on social media, this has
led Amazon to create multi channel strategy to target customer in the given point of time. This
can happen, because of support of third parties, which are in regulation to make customer reach
and density at an ease point of time (Reid, 2013).
Data management has led Amazon to maintain huge level of customer base at one place
and time to use it in case of future issues or uncertainties. For this, E-commerce needs to spends

on clouding to maintain customer knowledge and also their buying behaviour at one point of
time. As, data management requires big setup and infrastructure, on which making funds and
investment is one major challenges, which can directly impact profitability of the Amazon Plc.
Also, it is necessary to uphold various issues related to business building. It was noticed that
Amazon is suffering with an issue of data management, in which they facing an issue related to
maintaining data base of customer's for longer period of time (Abeza, 2014). These issues needs
to have right and instant solution to gain business competencies to led Amazon to acquire more
and more customer for their business operations.
Critical application of the social media marketing theory:
The theory here refereed is Chaffey's Theory of Social Media Marketing. It was given by
David Chaffey. It is sum up as the social media marketing is a most essential element of any
marketing and it is achieved by getting the customer reaction, and by interacting for the
betterment of the organisation.
Amazon is a multinational organisation that deals in e-commerce website, artificial
intelligence and cloud computing. It is very significant role of Amazon to market their products
on social media platform as there are large number of potential customers surfing on these
applications. This theory was able to establish a base for Amazon as it was able to tap the
segments like:
Search Marketing
Online Public Relations
Online Partnership
Interactive Advertisements
Opt-in-E-mail
Social Media Marketing
These segments though were able to create a difference, but, the Critically acceptance of this
theory depends upon the presence of Amazon on Social Media Applications. The social media
presence of Amazon be like:

Facebook: Amazon currently have around 29 million likes on their Facebook Page. The
real reason behind the popularity of Amazon on this platform is its speed of responses. The
Amazon handles all the queries, problems, suggestions and feedbacks within some minutes and
provide liable solutions. Some examples are:
Twitter: Albeit, Amazon has lost its vogue on this handle, but it is able to provide
effective advertising technique by converting the users of Amazon to Amazon Prime Users by
displaying the variety of benefits customers will enjoy from Amazon Prime and why they need
to switch (Lipsman and et. al., 2012).
Pinterest: Pinterest is used by the people to get the ideas of things they want to purchase.
And if along with the pin if the customers will able to get a tag from amazon, then, they would
be able to buy it, saving the task of finding the product on different e-commerce portals. Some
examples are:

Amazon is able to promote themselves on various platforms to create a buzz and to
increase their market share by indulging customers to buy the products from their portal. Its
presence on platforms like Facebook, Twitter and Pinterest was able to distinguish themselves
from their competitors (Mahan, 2011). But, at the same time, it creates a traffic on the website
because of large number of customer base, especially, on the day of sale, as many a times, it has
been observed that the website gets crashed, as, amazon is well versed with these things, they
should try to change it and create a better system to keep the customers more involved and
satisfied.
Other than that, the target audience for Amazon has always been young people
comprising of age 13-35, which is not able to justify with the large sum of population, so,
Amazon should try to capture more segments rather than sticking up to just one (Lieb, 2012).
Another influence faced by Amazon here is that their products of artificial intelligence have a
new market and people are still not aware of these technologies and amenities, so, amazon needs
to create a better understanding of their products so that the customers knows how to effectively
use the product.
The theory refereed here is Communication Theory on social media marketing. This
theory states that there should be free flow of communication between buyer and seller. There
should be two -way communication process before purchasing a product in the market. This

focus more on communication between customers and sellers with transparency in
communication helps the business to increase the sales volume of the product accordingly.
Chaffey's theory is focusing more on customer reaction and rely more on the reaction of the
consumers on the product or services. But communication theory is more relevant as before
purchasing the product seller guide the customers about the pros and cons of the product which
help the business to attract more customers.
Amazon is a multinational online store firm and is serving its product across the nation.
It's very essential for the business associates to adopt certain theories in their business for smooth
functioning of the organization (Järvinen and et. al., 2012). As it is an online store and customers
can touch or see the product before purchasing it so, firm should have clear and transparent two
way communication to avoid conflicts about the product in future. This help to raise the sales
volume of the product and profit maximization can be done from customers. The communication
theory can be explained as follows:
Making connections: Amazon products can be sold across the nation when there huge
connections with the customers. It will help to raise market share as well as profit can be
maximized for expansion in the market. Chaffey's theory relies more on reaction of the
customers after purchasing the product. It can lead a firm to loss of finance if the goods do not
sustain in the market as huge funds was invested in the production of the goods. If there are large
customers connected to the sites of Amazon then it will easy for the business associates to
capture targeted customers and goals can be achieved accordingly. Social media marketing plays
vital role in increasing customers connections across the nation as with the help of social media
like, Facebook, instagram, twitter etc. targeted customers can be pull towards their product.
Authenticity: When there is free flow of communication before purchasing the product
customers creates faith and authenticity for the product which help the business to flourish in the
global market. Whereas Chaffey's theory states that reaction on the product after using it is more
reliable and product can be redesigned according to the preferences of the customers which help
the firm to attract customers towards their product (Hyder, 2016). Amazon carries out
transparency in communication by two ways then firm can convince the customers for the
authenticity of the product and can pull customers to purchase their product. By this business
associates will be competitor for other firm in the global market. With the help of social media

marketing customers can be made aware about the product authenticity and reliability so that
effective outcomes can be seen in the market.
Substances: To make the product distinguished in the market certain variation or
substances should be there so that customers get attracted to purchase it. Amazon exchange
facility is very satisfying to the customers due to which sales volume can be increased in the
global market (Scott, 2015). The theory of Chaffey's believes that customers reaction after
tasting the product sounds to be more effective as it's easy to understand the preferences of the
customers and further innovation can be done. Social media marketing uses various tools like,
sprout social, tagboard, buffer etc. to attract customers so that target goals can be achieved
accordingly.
Engagement: Transparent communication between buyer and seller helps to engage the
targeted customers regarding the new product. This helps the firm to bind consumers towards
their goods and does not give option to switch to some other company’s product. Caffey's theory
states that customers can be pulled towards their product when they are completely satisfied with
the product (Weinberg, 2014). Amazon customers are attracted as they give exchange facility to
its customers so they don't switch to some other online store.
Amazon uses the communication theory to attract customers for long term as
transparency in communication helps to build trust and faith between buyer and seller. Two-way
communication attracts customers to purchase product as it provides complete information about
the goods before purchasing it without physically touching it. By remaining in touch with the
customers regarding the product creates positive impact about the companies and goals set can
be achieved accordingly.

CONCLUSION
From the above assessment, it is concluded that social media marketing is major platform
which plays necessary role in enhancing long term relationship between an individual and firm to
raise business competencies by enhancing platform to generate profitability at the higher and
optimised level. This has been devised as a kind of platform, on which large number of people
can be ascertained at one point of time and shares them information and knowledge about any
product or services to enhance business competencies for longer period of time. This platform
has led easy dealing and maintaining of business customer at one point of time to generate one to
one connection between two different persons, either for personal or business purpose to enhance
business suitability for longer stage of time. Social media has led to establishing customer
expectancy and suitability for benefits of business firms, especially in case of E-commerce.
It was noted that, E-commerce has become empowering with a support of social media at
the greater and wider context. Implication of social media is also raised in this E-commerce with
illegal and wrongful disclosure of the customer data, support of websites through which
information will be shared and make necessary adjustment and results to enhance outcomes from
this platform for beneficial for business entity. Also, impact of social media is increasing day by
day such as increasing fraud cases, conflict or war on this platform. This has led business entity
to lose its brand image and major effective on its business process. As, it was critical viewed
that, there are certain major solution of challenges related to enhancing business opportunities
into the given period of time.
This implication needs to be removed and overcome in order to generate suitability
operative goals and targets of any E-commerce firms and business entities for longer period of
time. Implication of social media marketing is growing on a larger optimised context to build
business operation at the larger and context. It was noted that social media marketing is one of
the growing marketing trends for business entities profit suitability for them to enhance growth
for profit generation. Also, it was concluded that, E-commerce needs to enhance business
competencies, led profitability and business growth at the higher and optimised level to generate
business growth at a higher and optimised level. It was also noticed that limitation and
shortcomings of Social media marketing needs to be overcome in given period of time along
with enhancing customer relationship and closure commitment to deliver best of value to the
customer.

It has to be concluded that social media marketing has led one to one communication
with an individual to share access to purchase any defined products or services into the given
point of time. Along with, this marketing has put emphasises on enhancing the product visibility
to customer and users, for buying directly from social media to E-commerce platform to save
time and cost both. Lastly, it is also concluded that social media marketing is one of source to
market information, which have durability, visibility and legality for longer duration and let it
reach to customer reach & also their knowledge. Lastly, social media marketing is one of the
major influence to led business functioning.

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