Research background

Under the current business scenario, it is required for a company to improve the understanding regarding marketing on social media as it may directly influence the brand image. The Online platform marketing is significant for Amazon as it could directly persuade the behavior of the consumer. Hence, Amazon should implement effective marketing on web channels in order to increase its organizational productivity as well as its brand image in the targeted time period. Social media marketing is essential to increase the demand for products and services and generate the favorable perception among customers towards the brand (Hudson, et. al., 2016).

The digital marketing is required for Amazon to generate robust relationship with the consumers as it could directly affect the financial performance of an organization. In the existing era, Amazon should use the Internet marketing in their marketing approach as, it could be effective to save its time and cost. Although, there are several research papers that have discussed on contemporary platform and consumer behavior. However, there is still inadequate information in these research papers as these papers does not provide facts and figures regarding the effect of internet marketing on company goodwill (Zahoor, and Qureshi, 2017). This paper will select the Amazon as a case study and develops the understanding about the effect of marketing on social media and its impact on brand image.   

Amazon is facing a negative brand image due to delayed customer service. Hence, Amazon should emphasize on marketing on web channels and service quality to improve its brand image. Another issue is that there are some consumers who promptly get negative feedback on digital platform in case of getting the unexpected product. As a result, it can create a negative brand image in the mind of another customer. Hence, Amazon is required to give a positive response quickly to improve their image of brand and also need to improve in their services (Tuten, and Solomon, 2017). This research is associated with a marketing subject that is designed to assess the impact of social media on the image of brand with regards to Amazon Electronic commerce company, USA. As a result, this research will enable Amazon to get favorable review on online medium and also aids to improve its brand image among customers.   

Amazon is one of leading American electronic commerce along with, it is cloud computing company. Headquarter of this company is based in Seattle, Washington. It was developed by Jeff Bezos on July 5, 1994. This company enables small and medium-sized businesses to deal with the bulk of customers. Amazon has generated above 125 jobs in the US every day over the last 5 years from fulfillment centers to the corporate office. It has invested over the $100 billion in the USA alone. This company deals in different products and services like selling video downloads and streaming, audiobook downloads/streaming, software, video games, toys, electronics, apparel, furniture, and jewelry (Amazon, 2018).

Management issue and how it would be resolved

The key aim of this research is to analyze the impact of social media marketing on the brand image in the digital era in the context of Amazon Electronic commerce company, USA. Following objectives will be used to complete the main aim of this research:

RO1: To explore the conceptual knowledge regarding social media marketing i.e. independent variable in the context of Amazon Electronic commerce company, USA

RO2: To discover the meaning and concept of the brand image i.e. Dependent variable in the context of Amazon Electronic commerce company, USA

RO3: To address the relationship between social media marketing and brand image in the context of Amazon Electronic commerce company, USA

RO4: To recommend the strategies catering to the positive and negative impact caused to the brand image of Amazon Electronic Commerce Company owing to digital marketing

The following research question will be responded via literature review in order to accomplish the main aim and objectives of research:

RQ1: What are conceptual knowledge regarding social media marketing i.e. independent variable in the context of Amazon Electronic commerce company, USA?

RQ2: What is the meaning and concept of the brand image i.e. dependent variable in the context of Amazon Electronic commerce company, USA?

RQ3: What are the relationship between social media marketing and brand image in the context of Amazon Electronic commerce company, USA?

RQ4: Which strategies can cater to the positive and negative impact caused to the brand image of Amazon Electronic Commerce Company owing to social media marketing

This project is essential for Electronic Commerce Company in order to gain the conceptual knowledge regarding digital era, online marketing, and brand image. It is also advantageous for investigator and readers to enhance their awareness about the impact of contemporary marketing on brand image. It is also effective for Amazon Electronic Commerce Company to develop the understanding regarding different digital marketing strategies that can improve their brand image among customers (Zahoor, and Qureshi, 2017).

The organizational structure of study is essential to complete the research in a systematic manner. This research will contain five chapter i.e. introduction, literature review, research methodology, data analysis and findings, and conclusion and recommendation. In this way, the first chapter will demonstrate the introduction part and contains the research background, aim and objectives, research question and project scope. The second chapters will be a literature review that will demonstrate the views of different authors by using secondary sources (Nisar, and Whitehead, 2016). The third chapter will be researching methodology where, the researcher will choose feasible research philosophy, approach, strategy and data collection methods as per the nature of research issue. The fourth chapter will be data analysis and findings that will represent the gathered data through different charts and graphs as well as supported by literature review. The last chapter will be a conclusion and recommendation where, the researcher will conclude the study on the basis of findings and recommend the appropriate solution for making further research (Zahoor, and Qureshi, 2017).

Company background

RO1: To explore the conceptual knowledge regarding social media marketing i.e. independent variable in the context of Amazon Electronic commerce company, USA

According to Godey et al. (2016), the social network is web-based function and way that allows communication amid users and it may be in the form of facts, message, images, comments, and another sort of communication. Social networks involve cloud websites such as Google+, Facebook, and LinkedIn. In these platforms, the profile of the user is an essential element of the platform.

In contrast to this, Hudson et al. (2015) evaluated that contemporary platforms has the authority to persuade how people perceive their trade. Every time Amazon can send a tweet and posts a comment on Facebook regarding products with services along with, spreads of message. Favorable suggestions and optimistic reviews of product have an immediate impact on how their customers cooperate with the company. Social media enables Amazon to endorse their brand among worldwide customers. 

RO2: To discover the meaning and concept of the brand image i.e. Dependent variable in the context of Amazon Electronic commerce company, USA

In the view of Felix, Rauschnabel, and Hinsch, (2017), brand image is the current outlook of the customer regarding a brand. It can be illustrated as a distinctive set of relationship within the mentality of target customers. Brand image is developed by different brand associations that consumers build in their mind. It could be classified into certain kinds like attributes, attitudes, and benefits. In this way, attributes are the characteristics that the consumer perceives from products and services. There are certain kinds of attributes such as product related and non-product related attributes.

In contrast to this, Ashley and Tuten (2015) opined that benefits are defined as something that consumers perceive that products and services can do for them. There are different kinds of benefits such as experiential, functional and symbolic benefits. It also evaluated that brand attitude demonstrates the assessment made by consumers regarding the particular brand. Brand attitude is defined as a belief that a consumer has about products and services. It is the extent to which consumers observe certain benefits and attributes of the brand. The evaluative decision of those beliefs illustrates how well or bad those attribute and benefits.

RO3: To address the relationship between social media marketing and brand image in the context of Amazon Electronic commerce company, USA

According to Schivinski and Dabrowski (2016), people use online channels for chatting, share opinion and converse regarding the whole thing and anything. Regularly shopping is a renowned topic and it is widely used by users to get an opinion on the goods they purchase and distribute their experience with other customers. Thus, internet marketing may be used by Amazon to improve the brand image. 

Research aim and objectives

In contrast to this, Moro Rita and Vala (2016) illustrated that web platforms may affect the brand image highly. It is easy to see how an unfavorable story can spread on channels of digitalization like Facebook and Twitter. Thus, sometimes, online mode may negatively influence the brand and its reputation. It also indicates that there is a negative association amid internet marketing and brand image in the context of Amazon Electronic commerce company, USA.

RO4: To recommend the strategies catering to the positive and negative impact caused to the brand image of Amazon Electronic Commerce Company owing to social media marketing

As per the view of Kumar Choi and Greene (2017), there is a certain point to create a facebook page with implementing one platform in order to communicate with customers. An internet strategy acts effectively while diverse contemporary platforms are implemented and the company can get a good outcome if it integrated Facebook with Google+, Twitter, Web 2.0 sites and YouTube. Amazon Company needs to be active regularly on online channels as it will aid to develop the brand.

In opposed to this, Siamagka Christodoulides Michaelidou and Valvi (2015) stated that customers will not bother if they will engage with the company. For example, if the traffic is one-way street then, it will take more time to make communication and creates complexity to pay attention to what customers are asking. Hence, Amazon should send regular tweets along with update posts on Facebook. Although, it will create more time to develop an unforgettable brand but the time spent on contemporary platform is ever valuable for company.

(Sources:Ramanathan, Subramanian, and Parrott, 2017).

For this research, explanatory research will be used to assess the cause and effect association between the two variables of the research. In this way, the independent variable is social media and the dependent variable is a brand image. This type of research would be also beneficial to accomplish the main aim and objectives of the research (Tsimonis and Dimitriadis, 2014).

Data collection is a significant element to enhance the reliability and validity, and also aids to attain the objective of investigation effectively. Data can be gathered through two sources named primary and secondary data collection method. For this investigation, both primary and secondary data gathering would be used to accomplish the investigation in an effective manner (Cawsey, and Rowley, 2016). Primary data would be gathered via survey through questionnaire and interview to get the fresh information regarding research concern. Secondary information would be gathered via textbooks, academic publication, online websites, journal articles, and company websites. It would be selected to get authentic information regarding research concern with minimum time (Yazdanparast, Joseph, and Muniz, 2016).

Research questions

For this research, a simple probability random sampling method will be used to select the participants from a large number of the population on a random basis. It would be selected to decline the chances of biases from the investigation. Furthermore, 50 consumers will be selected as a sample size that uses Amazon by influencing the social media. These customers will be selected from the different geographical location (Bianchi, and Andrews, 2015).

In this research, an investigator will face different accessibility issues during gathering the data. It is stated that gathering of primary data will take more time that creates complexity to access the reliable data and attain the objective in the targeted time period. Furthermore, gathering secondary data will take more cost of the researcher as it creates difficulties to access the depth information regarding research issue. Limited resources are another accessibility issue that may create complexity in gathering feasible data (Wang, and Kim, 2017). Along with this, a lack of interest among research participants also creates an accessibility issue to get reliable data from them.

For avoiding such concern, the researcher should manage the time by developing the Gantt chart before starting the project. The researcher should manage the budget to access the secondary data. They should also manage optimum utilization of resources to get feasible data. Moreover, the researcher should maintain the relationship and co-operate them to create their interest towards research concern (Zahoor, and Qureshi, 2017).

An investigator will face the different ethical challenges during the research. It may affect the authenticity of the research outcome. The researcher will avoid the copyright issues by using the own words in order to make an ethical report. They will also maintain the confidentiality of participants during and after the research to conduct the ethical behavior (Severi, Ling, and Nasermoadeli, 2014).

After gathering the data, data will be assessed by the researcher via using feasible techniques. For this research, the researcher will use statistical data analysis technique in order to get the appropriate outcome. It will also use Ms-Excel software to present the data through different charts, graphs, and tables. This software would be beneficial to comprehend the data in an effective and efficient way (Wang, and Kim, 2017).

The investigator may face certain concern during and after the research. These limitations can be insufficient resources, time and cost in data pooling procedure. An investigator can also face the problem due to inappropriate questionnaire structure and sample size. Hence, the researcher should try to minimize these limitations in order to produce a better outcome (Severi, Ling, and Nasermoadeli, 2014).

Project scope

A significant investigation takes time in order to complete all the practices feasibly and also aids to attain the better outcome. Under this investigation, the following allocation of time will be used: 

Area of Work/Weeks	1	2	3	4	5	6	7	8	9
Identification of research issue
Feedback from supervisor
Background of research
Assessment of literature review
Data gathering from primary and secondary sources
Report writing
Proof-Reading of report
Submission of final report

The above research time plan would be beneficial for an investigator to attain the research at the pre-determined time. Through the time plan, an investigator would complete developing the comprehension regarding research schedule (Bianchi, and Andrews, 2015). This chart indicates that gathering data will take more time as compared to other practices.

References

Amazon. 2018. About us. [Online]. Available at: https://www.aboutamazon.com/ (Accessed: 12 July 2018).

Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), pp.15-27.

Bianchi, C. and Andrews, L., 2015. Investigating marketing managers’ perspectives on social media in Chile. Journal of Business Research, 68(12), pp.2552-2559.

Cawsey, T. and Rowley, J., 2016. Social media brand building strategies in B2B companies. Marketing Intelligence & Planning, 34(6), pp.754-776.

Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), pp.5833-5841.

Hudson, S., Huang, L., Roth, M.S. and Madden, T.J., 2016. The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), pp.27-41.

Hudson, S., Roth, M.S., Madden, T.J. and Hudson, R., 2015. The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, pp.68-76.

Kumar, V., Choi, J.B. and Greene, M., 2017. Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects. Journal of the Academy of Marketing Science, 45(2), pp.268-288.

Moro, S., Rita, P. and Vala, B., 2016. Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach. Journal of Business Research, 69(9), pp.3341-3351.

Nisar, T.M., and Whitehead, C., 2016. Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behavior, 62, pp.743-753.

Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network operations and marketing to enhance customer satisfaction. International Journal of Operations & Production Management, 37(1), pp.105-123.

Schivinski, B., and Dabrowski, D., 2016. The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), pp.189-214.

Severi, E., Ling, K.C. and Nasermoadeli, A., 2014. The impacts of electronic word of mouth on brand equity in the context of social media. International Journal of Business and Management, 9(8), p.84.

Siamagka, N.T., Christodoulides, G., Michaelidou, N. and Valvi, A., 2015. Determinants of social media adoption by B2B organizations. Industrial Marketing Management, 51, pp.89-99.

Tsimonis, G. and Dimitriadis, S., 2014. Brand strategies in social media. Marketing Intelligence & Planning, 32(3), pp.328-344.

Tuten, T.L., and Solomon, M.R., 2017. Social media marketing.USA: Sage.

Wang, Z. and Kim, H.G., 2017. Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39, pp.15-26.

Yazdanparast, A., Joseph, M. and Muniz, F., 2016. Consumer-based brand equity in the 21st century: an examination of the role of social media marketing. Young Consumers, 17(3), pp.243-255.

Zahoor, S.Z. and Qureshi, I.H., 2017. Social Media Marketing and Brand Equity: A Literature Review. IUP Journal of Marketing Management, 16(1), p.47.