Analyzing the Impact of Social Media Marketing on Small Businesses

This report examines the impact of social media marketing on small businesses, focusing on how it influences business performance and growth. It investigates the use of social media to understand customer preferences and trends, utilizing quantitative research methods. The report includes a comprehensive literature review, exploring various marketing opportunities, social media strategies, and their application in small businesses. The methodology section details the research design, including the positivism research philosophy, deductive approach, and quantitative survey strategy. The report also addresses research ethics, timescales, and resources. The findings highlight how social media marketing increases brand awareness, generates new leads, and boosts brand engagement, emphasizing its importance for small business success. The appendices include a covering letter and proposed questionnaire used in the research.

Running head: SOCIAL MEDIA MARKETING
Impact of social media marketing in small businesses
Name of the Student
Name of the University
Author’s Note

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Abstract
The paper mainly reflects on the impact of social media marketing in small businesses. It is
found that the main purpose of the small business is to use social media marketing in order to
know the choices as well as preferences of the customers in context to the latest trend for
enhancing business performance as well as business growth. The paper mainly utilizes
quantitative data collection method in order to conduct the research successfully. Moreover, the
paper reflects that the entire research is mainly completed within 74 days.

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Table of Contents
1. Introduction..................................................................................................................................4
2. Research questions and research objectives................................................................................4
3. Literature Review........................................................................................................................5
3.1 Overview................................................................................................................................5
3.2 Various marketing opportunities of small businesses...........................................................6
3.3 Social media marketing strategies.........................................................................................7
3.4 Application of social media marketing in small business.....................................................7
3.5 Future of social media marketing..........................................................................................8
4. Methodology................................................................................................................................8
4.1 Research design.....................................................................................................................8
4.2 Data collection.....................................................................................................................11
5. Research Ethics..........................................................................................................................11
6. Timescale...................................................................................................................................12
7. Resources...................................................................................................................................14
References......................................................................................................................................15
8. Appendices................................................................................................................................17
8.1 Covering letter.....................................................................................................................17
8.2 Proposed questionnaire........................................................................................................17

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1. Introduction
The paper mainly reflects on the impact of social media marketing in small business.
According to Ashley and Tuten (2015), social media marketing and social media networking
have generally changed the business landscape both for the business that have adopted it and
those who have not adopted. The main purpose of using the social media marketing is to create
tremendous impact on the business and market as both business performance and business
growth are mainly taking place at proper astronomical rate (Zhu and Chen 2015). Moreover, it is
found that social media marketing also helps in figuring out the likes as well as preferences of
the customers on the latest trends that are generally adopted by the public. It is helpful for the
small company to build proper online presence with the help of social media marketing
techniques for satisfying the customers effectively.
It is identified that number of journal articles as well as papers are mainly reviewed in
order to reflect the impact of social media marketing in small business. The paper utilizes
quantitative research methodology in order to collect data as well as information related with the
research. Moreover, the paper also reflects on research ethics, timescales as well as resources
that are required for the purpose of data collection and analysis.
2. Research questions and research objectives
Research Question
The main research question is:
 Why social media marketing is generally utilized by the small business organizations?

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Research objectives
The research objectives of the project are mainly listed below:
 To determine the impact that is created by the social media marketing in small
business?
 To attract more number of customers by knowing their preferences and their needs
 To handle the business properly by utilizing proper business related tactics with the
help of social media marketing
3. Literature Review
3.1 Overview
This literature review focuses on impact and of social media marketing while it is using
in the small businesses. It also defines the way through which in both small and medium
businesses owners get motivated to apply social media marketing (Xiang et al. 2017). The
generic flow of business also changes after incorporating social media marketing to it in other
words, social media marketing is one of the latest buzz in businesses. The strategies of social
media marketing and its application for business success are elaborated in this literature. Social
media was on interactive medium that suddenly took the world via storm till an extent.
In these days more than 1.30 Billion of users are using social media marketing in terms of
LinkedIn, Twitter, Google+ etc. to obtain business level success. The sellers and buyers can
interact in a much easier way with the application of social media marketing. Social media does
not need any huge capital investments while processing small businesses (Broekemier, Chau and
Seshadri 2015). It has been found that Twitter is referred to as one of the most useful social
media marketing tool that can reduce technical, operational and many other functional

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challenges. In order to track that whether social media resulted consumer’s conversion or not
different analytical tools are needed to be used by the business owners.
3.2 Various marketing opportunities of small businesses
There are numerous marketing opportunities exist in all small businesses those are much
helpful for commercial success of the companies. Social media not just rely upon business
contact networks but rely on consumers’ network. According to Ainin et al. (2015), a numbers of
studies are being indicated which is the most important source of new consumers for small
businesses. Though, small business owners can face serious marketing challenges if the social
media strategies are not properly used by the business owners. Online or digital marketing plan
provides huge economic success to the business owners. All traditional techniques of business
marketing can be completely resolved with application of social media marketing. Before
launching any new service of product the approach of social media marketing should be used.
Broekemier, Chau and Seshadri (2015), stated that the tools and techniques those are generally
used by small business owners while communicating with their consumer’s social media has
causes massive changes. Wang et al. (2016) opined that in order to build effective relationship
between the business owners and consumers social media marketing can successfully enable
companies.
In order to classify social media no such definitive way is available but there are certain
benefits can be obtained those are as follows:
 Smaller businesses are individual focused and community
 Social media is a lesser approach of advertisement
 It can personalize attention

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3.3 Social media marketing strategies
The social media marketing strategies those are to be used by the small business owners
to improve the current status of the company are as follows:
 Use of social media marketing agency throughout the world
 Reviewing all target audience
 Making proper investment while incorporating social media marketing to the
business
 The small businesses are to use different new social media platform in terms of
Pinterest, Instagram, Reddit etc.
Before examining social media marketing a much closer and in-depth look is needed on
its technical and non-technical applications. However, the basics of marketing strategies based
on the marketing theories should be developed. This is one of the most influential ways of that is
suitable for all sizes of businesses (Hitchen et al. 2017). Thorough the application of social
media, the consumers can directly interact with the service providers. However, there are some
negative impacts of social media as well in the small businesses. The website traffic can also be
increased if more numbers of small businesses start using the social media platform for their
business success (Broekemier, Chau and Seshadri 2015). It can build effective communication or
conversation. Brand identity as well as positive brand association can be generated with the
application of social media marketing. On the other hand, proper campaigning is also needed for
the business success.
3.4 Application of social media marketing in small business
It is determined that, social media marketing can increase brand awareness among the
consumers deriving traffic to the website. It helps to generate new business leads for growing

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commercial revenue and boost up brand engagement (Xiang et al. 2017). Social media marketing
can provide social consumer services to build community around the business. It can increase
mentions in the press for listening to the conversation regarding the brand products and services.
3.5 Future of social media marketing
Based on the social media marketing strategies business structures are continuously
changing in terms of new features and up to date social trends. This is much important to
leverage new trends for anticipating new business requirements. The social media marketing has
proved that, this is an effective platform in marketing and must not be left out of the marketing
budget. The traditional marketing technique uses both print as well as electronic media with
internet marketing for driving traffic to the businesses (Ainin et al. 2017). People from different
geographical region and time can access information from the social media platform whenever
required. The business success can be rated as a good or a bad based on the reviews those are
given by the consumers. If the users give positive feedback, then the small business will be rated
as a successful one from the consumers’ perspectives. On the other hand, if the small businesses
get negative feedback from the users then it will define that the business is running through a
successful direction (Jeske and Axtell 2016). One of the biggest social media trends throughout
is much interactive medium of interaction. The issues of traditional social media marketing can
be completely resolved with the application of social media marketing strategies into it. Apart
from this, the business content can attract more the consumers therefore the businesses should
focus on the business content as well.

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4. Methodology
4.1 Research design
Research Philosophy
Research philosophy is mainly defined as one of the belief in which the data about a
particular phenomenon will be properly gathered, analyzed as well as utilized. It is considered as
one of the conceptual roadmap that helps in guiding the researcher about the progress of the
research by using appropriate method that helps in reflecting which research method is mainly
utilized for conducting the research (Vaioleti 2016). Moreover, research philosophy helps the
researcher in avoiding unsuitable use of methodologies. It is identified that there are three types
of research philosophies including positivism, realism and interpretivism.
It is identified that in order to conduct the research, positivism research philosophy is
mainly selected. Positivism research philosophy is considered to be appropriate for this research
as it generally helps in focusing on the existing theory for developing appropriate hypotheses in
order to test the research process. It is found that with the help of positivism research philosophy,
the impact of social media marketing in small businesses is properly analyzed.
Research Approach
Research approach is considered as a plan or a procedure that mainly consists of number
of different types of assumptions that are generally made in order to collect, analyze as well as
interpret data. It is therefore considered to be based on the nature of the entire research problem
that is being addressed. Research approach are mainly categorized into inductive and deductive
approach (McCusker and Gunaydin 2015).

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Deductive approach is mainly concerned with the development of a hypothesis that is
generally based on an existing theory for designing a proper strategy in order to test the
hypothesis. It is found that deductive approach helps in explaining the hypothesis that can be
derived from the propositions. With the help of the deductive approach there is appropriate
possibility to properly explain the relationship based concepts between various variables and
concepts.
Research Strategies
A research strategy helps in introducing different components of a research project
including the research topic, research focus, research design, research methods as well as
research perspectives (Wildemuth, 2016). It is identified that research strategies are mainly of
four types which mainly includes case study, qualitative survey, action research as well as
qualitative interviews.
It is found that quantitative survey is mainly conducted in order to collect information
about the impact of social media marketing in small businesses. This is considered as one of the
business research method that helps in allowing access to significant number of participants.
They are quite helpful in measuring accurately the significance of using social media marketing
for small business organizations.
Research choice
It is found that quantitative research is mainly defined as one of the systematic empirical
investigation for the observable phenomenon with the help of statistical, mathematical as well as
various types of computational techniques (King and Mackey 2016). The main objective of the
quantitative research is to properly develop as well as employ various types of mathematical

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models, theories as well as hypotheses that are generally pertaining to phenomenon. It is found
that quantitative research is mainly conducted as it is much more explorative that is mainly
dependent on the collection of various types of behavioral as well as observational data which is
generally interpreted in a proper subjective manner.
Time horizon
It is found that the time that is needed in order to conduct a quantitative research is for
determining the impact of social media marketing in small businesses will be around 71 days.
4.2 Data collection
Quantitative data collection techniques are mainly utilized in order to gather data about
the impact of social media marketing on small business. It is found that as quantitative data is
numerical in nature therefore it is found that quantitative data is considered to be both definitive
as well as objective. It generally focusses on the statistical analysis as well as on mathematical
computations and thus they are generally illustrated in charts as well as graphs.
It is found that primary data research procedure is mainly utilized in order to conduct the
entire research on the impact of social media marketing on small business. It is found that 30
participants are involved within the research and the research is generally conducted with the
help of survey with the help of questionnaires. The questionnaires that are mainly utilized in
order to conduct the survey is mainly reflected in the appendices.
5. Research Ethics
While conducting the research in order to reflect the impact of social media marketing on
business, it is quite necessary to follow some of the research ethics. The research ethics that are
required to be followed are generally reflected below:

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 It is quite necessary for the researcher to properly treat the people in a very much
professional as well as good manner while conducting the research
 Unwanted questions should not be asked within the research in order to avoid any type of
unethical behavior of the researchers
 It is one of the responsibility of the project researchers to properly consider the interest as
well as privacy of the various non-participants within the research.
 Publishing data without permission of the resources from which the data can be collected
as well as gathered can be issue.
 Any unethical behavior or practice should not be utilized or practiced by the researcher
while conducting the research successfully.
6. Timescale
The time that is mainly needed in order to conduct the research as well as analyze the
impact of social media marketing on small business is around 71 days. The table that is provided
below mainly reflects on the time that is required for executing each of the activities that are
required for conducting the research successfully.
WBS Task Name Duration Start Finish
1
Impact of social media marketing in
small business
71 days
Wed 20-02-
19
Wed 29-05-
19
1.1 Initiation phase 20 days
Wed 20-02-
19
Tue 19-03-
19
1.1.1 Researching about the background 6 days
Wed 20-02-
19
Wed 27-02-
19