Mukesh 22 Derby

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Sensitivity: Internal 1 7IM511 Coursework 1: Research Study Proposal (Form B) FORM B Derby Business School RESEARCH STUDY PROPOSAL 1. Your Name: 2. Student Number: 3. Email address: 4.Title or topic area of proposed study Influence of Social Media on marketing and branding of Amazon 5. What is the aim of the study? The research aims to identify the impact of social media on improving the brand position of Amazon within a competitive business market 6. What are the objectives of your study? 1. To identify the impact of social media in the present business industry 2. To understand the influence of social media on brand awareness to targeted customers 3. To identify the way Amazon is using social media to reach the targeted customers 4. To investigate ways to improve the impact of social media for strong branding of amazon 7. What is the rationale for your study? In the present era, the social media influence is not irrelevant and most of the organizations are making the use of social media platforms in an extensive way to create brand awareness in their targeted audience. Social media platforms are based on the computing technology which provides the option to share and compensate ideas, thoughts, expectations, views and information by the virtue of the communities and the

Sensitivity: Internal 2 networks (Dollarhide, 2021). On the other hand, Amazon is rated as one of the largest e-commerce affiliated companies dealing with selling books, housewares, and electronic gadgets directly to the consumer or by being an intermediary between the retailers and the consumers (Hall, 2022). 90% of the business persons believe that social media has negative as well as positive impact on the businesses however, most of them supports the positive side (Bhattacharya, 2022). The growing popularity of the social media platforms has made the marketers think about its service to be more appropriate than the traditional marketing. Social media marketing makes the use of Internet or cellular phone based applications and tools for sharing Information about anything and everything among people and that is an attractive part for the marketers to gain advantage. The user base of social media is increasing and that’s why it is important for the brands to acquire their online space for marketing their services and to increase their brands reach. People are embracing the social media channels and technologies which creates the chances for the organization to market their products in different sets of consumers. Social media marketing provides an option to the consumer where they can opt for the organic marketing of their products or making small investments on the online marketing to know about the details of various campaign which they offer. Social media platforms allow the marketers to identify their audience and target them accordingly by making the use of social media analytics while ensuring the goals set by the organization can be measurable, achievable and timely fulfilled (Santos, Mendes and Normando, 2021). Online marketing platforms help in allocating resources of the organizations by making the use of brand expertise and developing a unique strategy. Social media marketing has greater engagement scope than the traditional marketing and that is why this study is conducted to find out how social media marketing can be of benefit to each size of organization (Usman and Navari, 2019). This research is done for understanding the way inlet social media is impacting success and the customer reach for Amazon.

Sensitivity: Internal 3 8. Brief review of relevant literature Impact of social media in the present business industry Social media has become top in the agenda list for many business organizations (.Cleo and Sopiah, 2021). The reason makers always try to understand ways in which there organization could make the use of profitable applications like YouTube, Facebook, Instagram, snapshot etc. (Wu, 2016). According to Daniel nations 2010, it is hard to define social media as it is a 2 way street which provides the business organization an ability to communicate. It works as an instrument of communication just like the social network (Edosomwan, 2022). Social media platforms are popular because in the difficult times of Covid- 19, brand marketing was possible by the firms by sitting at their home and the customers could view the marketing strategies conducted by the brands at their home because everything was done online. It is necessary for every size of organization to have a social media presence because everyone is moving online these days so it is required to have an online space of the brand. For any business organization, social media plays as a mediator to have conversation between the organization and its audience by increasing the reach of organization to the audience through leveraging the long tail concept which allows conversations from different types of forums. The engagement provider by the social media platforms help the organizations to strengthen the brand experience to support top building of brand. Social media platforms provide a classic goal of marketing and communication in every type of business organization in any industry. Any company who is making use of social media platforms should review the responses of consumers to build healthy conversations on the social media platform to make the organization grow and building a brand trust (Gupta, 2021). Considering the population of the world as 3.5 billion people, nearly half of the population is available on the social media platforms and 73% of the market has believed that somewhere and somehow social media is very effective for any business organization. Social media has a straightforward approach to make the business organization well known worldwide without wasting any amount of money. Companies can actually make investment in the social media marketing to gather business intelligence. Social media platforms can be useful in obtaining valuable information about the customers’ needs and behaviour and how consumption is made by them about its product and services. Business can bring uniqueness in their operations to gain better customer experiences (Kumari, 2021). Social media platforms are effective to increase brand awareness by increasing traffic to the website of the businesses. Social media platforms provide different ways to engage with their customers such as videos, photos, going live, put in small stories, direct message options etc. Any size of business organization can be impacted through the use of social media. It is hard to keep a track of the negative or any misleading statements posted on social media platform about a particular brand as the platforms have more positive statements which are highlighted (.Cleo and Sopiah, 2021). It is necessary for the business organization to be aware about the negative thoughts of the consumers about the brand too because they need to reach out to the consumer or make changes in their product to provide better services. Brands are required to put a lot of information on the social media platforms and that’s why there is less chances of confidentiality of the brand against consumers (Chron News, 2022). The competitors of the business can make the use of confidential information if posted by the organization to damage the comparative advantage of the company. Influence of social media on brand awareness to targeted customers Brand awareness refers as strengthening the position of the brand in the minds of the consumers (Albrechtslund, 2017). It takes place when there is a relationship formed between the brand and its

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Sensitivity: Internal 4 consumers. However, it can also be described as a probability which consumer has about the brand through its products and services. It is a certification which is associated with the brand for providing a specific type of product. Brand recall and the brand recognition are the parts of the brand awareness. For selling any product or offering any type of services can be facilitated by the social media platforms for growing the brand awareness. Brand awareness which is achieved through social media is known as social media branding and it refers to different types of actions taken by the brands for increasing their brand awareness on the social media platforms. The active user monthly base of Facebook is of 2.74 billion users with a promising increase of 12% year over year and this is a proof of how social media has transformed in offering its services not only personally but also professionally (Mac-Ozigbo, 2021). Social media can be used as a place to know about the current trends and accordingly business organization can plan their marketing campaigns online to match with those trends to create brand awareness. To target the right audience is a key for succeeding through the social media marketing the algorithms of the social media helps the organization to find the ideal audience to market their products in those set of people and interact with them (Albrechtslund, 2017). Social media platforms provide space to the brands to interact with their consumers publicly and it helps in answering the questions of millions of consumers through the content or by leaving comments. In today’s era, social media platforms have all the keys to unlock the success for the businesses as it provides new leads to the businesses in creating strong customer relationships (.Cleo and Sopiah, 2021). Online platforms provide a space to the organization to push their blogs, movie videos and other types of content as per their requirement. The social sharing is an important aspect for the brand to create an impact in their customers. Social media marketing is done on an open platform where it is easy to get viral however, on the other side, you are compared to those who are keeping a close eye on you. If there was any miss made by the organization during posting a content then it can create embarrassing situations for the companies by its competitors or even by their customers (Cooper, StavrosDobele, 2019). Any misleading or wrong content can go viral and will be talked about for a low time and even after its deletion, discussions are done about that particular content on the social media platforms which can hamper the image of the brand. Social media use by Amazon to reach the targeted customers Amazon has its marketing space made on many of the social media platforms like Pinterest, Instagram, Facebook, Twitter and many more. Amazon certainly knows how to use different types of social media platforms according to their space and it make sure to bring out best from each of its platform. The company understands how its customers look for their products and services online and accordingly it conducts its marketing functions online. The company make sure to continue producing interesting content for its customers to maintain their interest and at the same time be competitive (Martínez- Sánchez, Nicolas-Sans and Bustos Díaz, 2021). The company has captured a good amount of follower base on each of its social media platform. Amazon post exclusive product content for promotion across its social media channels. On Facebook, Amazon make sure to reply to a staggering amount of comments which come on its posts by providing useful information about its services in a quicker and polite manner to create a human touch in their customer base. Amazon does not hesitate to answer negative comments on the social media platforms. There has been instances by Amazon where the company has initiated conversations (Hall, 2022). Date related coupons and discounts are highlighted on Facebook to promote its products and encourage sales (Fahmi Al-Zyoud, 2018). Pinterest is an extension of Amazon online store as on that platform there are number of products linked of Amazon. If I need consumer click on any of the pin all Pinterest then they are straight away taken to page of Amazon.com to get the details about subtract directly from site.

Sensitivity: Internal 5 On Instagram, Amazon makes the use of influencer market to connect with its targeted audience. For acquiring new customers on Twitter there’s a different approach used by Amazon where it focuses on customer acquiring contests. The company makes the use of the platform to have conversations with its customers as it provides personal recommendations rather than advertisements. Amazon also makes the use of email marketing strategies by selling out personalized product recommendations to their customers on the basis of their purchase history, first order value, age, preferences or gender, all site browsing, location etc. (Albrechtslund, 2017). Company also sends personalized coupons on the special occasions like Women’s Day or father’s day etc. Ways to improve the impact of social media for strong branding In this world of digitalization, acquiring its social media presence is quite important. Tie it all – It is required to have all the social media platforms cohesive. The companies should include the social media links on its website and mails and on the other hand the website details and emailing details should be present on the social media platforms in order to make the new customers aware about its different offerings available on the online portal (Fahmi Al-Zyoud, 2018). Compelling visuals – The companies can make the use of compelling visuals by embracing platform like Amazon having an optimal space in order to share the ideas and the brand identity in a correct direction (Cleave, Arku, Sadler and Kyeremeh, 2016). The Instagram platform can be used to post about the lifestyle imagery and the product shots to keep their audience informed about their latest collections and trends. The content needs to be posted in an interesting and compelling way to attract bigger audience. Customer service – The companies can make use of any of its social media platform to have a question booth for its customers where customers can ask about their concerns and Amazon can answer them in an interactive and detailed manner so that from one answer many of the doubts can be cleared of different customers. Question would always help the brands to increase their brand recognition and creating a positive impact (Cooper, Stavros and Dobele, 2019). Put a face with the brand – This means the company can share images and videos of their employees on the social media platforms highlighting their daily lives or some fun events so that the customers can relate with the company more. Content calendar – The company should look forward to having a content calendar to have its content posted out daily as daily content keeps the audience engaged with the presence of the brand and consistency is surely a key to success (Molyneux, 2019). Testing the methods and frequency – Company should make sure to market its services in different ways then it should make a decision on how to plan its content and which of the method is suitable for the company. Regular content is important for overwhelming the audience.

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Sensitivity: Internal 7 9. Concise outline of research methodology Research strategy In this recent study, the focus has been on analyzing how social media platforms are making their way in creating value awareness for every type of business. This research is about finding out the details of a new element in the existing research, hence it is basically a new insight into an existing research. This research is based on qualitative method of research because the information will be collected from different types of secondary sources which will help in finding out the methods used by Amazon for enhancing social media. Additionally, it was also help in investigating various methods that can used by Amazon to find better way for attracting more number of customers. On the other hand, the collection of data will also be done by the primary data for gathering the information about connection between the social media platforms and brand awareness. Research design The collection of information will be done by making the use of primary data which helped in striving who gathered the first-hand information (Thomas, 2015) .The customers of Amazon will be taken as to interviewees to answer the question. The total number of participants will be 10 for this research and the selection criteria will be done on random basis. However the age criteria of the respondents will be considered and individuals ageing between the 20-45 years will be selected. There will be total of 12 questions that will be asked to respondents. This method will help in collecting the detailed information and the data on point within the context. The data will be collected in order to find out which social media platforms are the strongest to create brand awareness, brand recognition, brand recall and the brand identity of Amazon within its customer base. In addition to this, there comes the sampling method, where the convenience way of sampling will be done from the customers of Amazon and the entire focus will be made on understanding how the social media campaigns are run by Amazon. There will be the use of Probability sampling for conducting analysis. This type of technique is helpful in gathering data in an easier and quicker manner. (Etikan, 2017). It also helps in making sure that members of the population are chosen randomly and each and every member gets an equal opportunity in participating in the survey. Participant Data Collection Method Reason for choice of method Populatio n Size Sample Size Sample Criteria Data Collection Date Customers of Amazon Interview Reliable and more accurate results 197 million People 10 10 18/5/2022 10. Project Plan – a Gantt chart showing the major activities you need to undertake to hand your dissertation on time (please use MS Project if possible) A minimum of 15 activities is expected for the plan to reasonably reflect what you need to do to complete your dissertation Activities Start Date End date Collection of information 30/3/2022 4/4/2022

Sensitivity: Internal 8 Discussion about the topic on dissertation 5/4/2022 6/4/2022 Finalizing the topic of dissertation 7/4/2022 7/4/2022 Collecting the raw data for deciding objectives and its aim 8/4/2022 9/4/2022 Submitting first draft of the dissertation 10/4/2022 10/4/2022 Collecting information for literature review 11/4/2022 22/4/2022 Deciding research methodology and design 23/4/2022 26/4/2022 Submission of second draft of dissertation 27/4/2022 27/4/2022 Reviewing the feedback of both drafts 28/4/2022 10/5/2022 Conducting interviews and collecting data 11/5/2022 24/5/2022 Analyzing the data collected from Interviews 25/5/2022 28/5/2022 Finishing up the literature review 29/5/2022 31/5/2022 Discussion about the research data from interviews 1/6/2022 3/6/2022 Finishing up the discussion and analysis part on the basis of research methodology and design 4/6/2022 7/6/2022 Writing conclusion 8/6/2022 8/6/2022 Submitting final file of dissertation 9/6/2022 10/6/2022 11. References List Albrechtslund, A., 2017. Negotiating ownership and agency in social media: Community reactions to Amazon&rsquo;s acquisition of Goodreads. First Monday , 22(5).

Sensitivity: Internal 9 Bhattacharya, S., 2022. Top 9 Ways How Social Media Impacts Your Business . [online] REVE Chat. Available at: <https://www.revechat.com/blog/top-9-ways-social-media-impacts- businesses/> [Accessed 28 April 2022]. Chron News, 2022. Negative Effects of Social Media on Business - Governing Dynamo . [online] Governing Dynamo. Available at: <http://governingdynamo.com/negative- effects-of-social-media-on-business/> [Accessed 28 April 2022]. Cleo, C. and Sopiah, S., 2021. The Influence of Social Media Marketing Activities on Purchase Intention Through Brand Awareness. KnE Social Sciences ,. Cleave, E., Arku, G., Sadler, R. and Kyeremeh, E., 2016. Place Marketing, Place Branding, and Social Media: Perspectives of Municipal Practitioners. Growth and Change , 48(4), pp.1012-1033. Cooper, T., Stavros, C. and Dobele, A., 2019. Domains of influence: exploring negative sentiment in social media. Journal of Product & Brand Management , 28(5), pp.684- 699. Etikan, I., 2017. Combination of Probability Random Sampling Method with Non Probability Random Sampling Method (Sampling Versus Sampling Methods). Biometrics & Biostatistics International Journal , 5(6). Fahmi Al-Zyoud, M., 2018. Social media marketing, functional branding strategy and intentional branding. Problems and Perspectives in Management , 16(3), pp.102-116. Gupta, S., 2021. Impact of Social Media on the Film Industry. Samvakti Journal of Research in Business Management , 2(Anon), p.117. Hall, 2022. Amazon.com | History & Facts . [online] Encyclopedia Britannica. Available at: <https://www.britannica.com/topic/Amazoncom> [Accessed 28 April 2022]. Kumari, A., 2021. The Negative Impact of Social Media during COVID-19. Psychology and Education Journal , 58(2), pp.495-507. Mac-Ozigbo, A., 2021. INFLUENCE OF DIGITAL ADVERTISING ON SOCIAL MEDIA BRAND AWARENESS IN NIGERIA. UNIZIK JOURNAL OF BUSINESS , 4(1). Martínez-Sánchez, M., Nicolas-Sans, R. and Bustos Díaz, J., 2021. Analysis of the social media strategy of audio-visual OTTs in Spain: The case study of Netflix, HBO and Amazon Prime during the implementation of Disney +. Technological Forecasting and Social Change , 173, p.121178. Molyneux, L., 2019. A Personalized Self-image: Gender and Branding Practices Among Journalists. Social Media + Society , 5(3), p.205630511987295. Pütter, M., 2017. The Impact of Social Media on Consumer Buying Intention. JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING , 3(1), pp.7-13. Simeon and Edosomwan, 2022. (PDF) The history of social media and its impact on business . [online] ResearchGate. Available at: <https://www.researchgate.net/publication/303216233_The_history_of_social_media_and

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Sensitivity: Internal 10 _its_impact_on_business> [Accessed 28 April 2022]. Santos, C., Mendes, F. and Normando, D., 2021. The influence of social media access on self- perception of oral health-related quality of life considering the malocclusion among adolescents from Amazon region. Amazônica - Revista de Antropologia , 12(2), p.593. Thomas, J., 2015. Using unstructured diaries for primary data collection. Nurse Researcher , 22(5), pp.25-29. Usman, O. and Navari, R., 2019. Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions. SSRN Electronic Journal ,. Wu, C., 2016. The performance impact of social media in the chain store industry. Journal of Business Research , 69(11), pp.5310-5316.

Mukesh 22 Derby

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