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Social Media Effects 1
EFFECTS OF SOCIAL MEDIA ON BUSINESSES
Social Media Effects 2
Effects of Social Media on Businesses
The overall objective of the research project will be to analyze the effects of Social
Media effects on businesses. The research methodology will rely on social media platforms such
as Facebook, Twitter, LinkedIn and WhatSap. The paper will seek to look at various companies
that rely on social media and other that do not rely on social media and analyze its benefits.
Locale of the Study
The study will be conducted on online platforms and will involve a lot of online data
mining on the various companies that rely on social media as part of their overall marketing
models. Hence, access to these businesses’ websites will be crucial to offer access to the required
The data for the research will incorporate various variable that includes: Being a
quantitative research case, correlational research methods will be integrated to show the extent to
which incorporation of social media affects a company’s gains. This will further be backed by a
causal-comparative to establish the cause-effect relation between the two variables.
Social Media (s) ~ Independent Variable
Company Yields (Y) ~ Dependent Variable
Hence, the regression model will be:
Y = α + βs + β2 .
α and β are the model’s coefficients.
βs is the coefficient for Social media effect.
Social Media Effects 3
β2 is the coefficient for any other marketing variables.
Data Collection and Instrument
An interview schedule was prepared in English and translated into several other
languages such as German, French and Italian. The schedule was purposely presented to
company representatives that rely on Social Media as a marketing tool. It included three parts
namely: representatives’ knowledge of Social Media marketing, representatives’ statistics
sources on Social Media, representatives’ literacy and representatives’ socio-demographics.
Preceding the field task, the interview plan was pretested amid representatives who have the
same qualifications as the actual study representatives. The pretest intended to confirm that the
problems can be understood and properly responded. Any part of the questionnaire which the
representatives could comprehend was altered.
Focus Group Discussion
To back the data that were collected from the questionnaires, a focus group discussion
(FGD) was piloted in various social media platforms. There were various contributors in the
focus group discussion. Enquiries raised in the FGD revolved around contributors’ understanding
of Social Media as a promotional strategy. Respondents were requested to explain how effective
social media has been as an advertising instrument for the innumerable businesses’. They were
also requested to give their remarks or propositions on how the Social Media marketing could be
better enhanced to improve firms’ yields.
Social Media Effects 4
The data was encoded and analyzed through the various data regression and correlation
techniques. Correlation methods such as the Pearson correlation and Spearman’s rho were
applied to show the relationship between the representatives’, the sum of data sources on Social
Media application, mastery and their understanding of Social Media as a promotion tool. The
mean, F-statistics and adjusted R were also used as measures to show the effectiveness of social
media use by various firms as a marketing strategy. This was carried out with the aid of
statistical software such as SPSS, Excel and E-View.
Limitations of the Data Collection/Analysis
Inadequate access to various company representatives to undertake the interview schedules.
Limited time to sieve through the data available on the various social media platforms.
Language barrier among the various respondents across the various social media platforms.
Social Media Effects 5
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