Impact of Social Media Marketing on E-Commerce

Abstract

Purpose - The main purpose of this study is to investigate the nature of the impact that social media marketing has on e-commerce. Specifically, this document will focus on the positive impact it creates for the e-commerce grounds. Sample Size - The sample size initially was 68 but on the final verified count and authenticity the response was shortlisted to 55 respondents. DesignlMethodology/Approach - A qualitative research has been conducted in which semi structured interviews of few representatives of various companies that are marketing their products on social media along with the structured interviews of individuals that are users of social media and customers of e-commerce were taken in to account. These interviews were critically analyzed which were drawn down to a conclusion. The respondents were belonging from three major metropolitan cities of Pakistan which were Karachi, Islamabad and Lahore. Findings - The results indicate that marketing the products on social media creates a positive impact on overall e-commerce but this impact has a dependency on the type of e-commerce that is being operated. The businesses that have no connection or need of creating awareness about their e-commerce on social media, are not affected by the social media marketing but looking at the big picture, major chunk of the e commerce is affected by social media marketing. Research Limitations - The study has been conducted within the markets of Pakistan with only limited number of 55 respondents. Moreover, the interviews that were conducted on the calls cannot guarantee the situation in which the respondents have responded. Originality - This entire research has been based on total originality, while the introduction of the report is a blend of originality and data obtained from various journals. Case studies and online articles Key Words - Social media marketing, marketing tools, organizations, brick and mortar, physical outlets, Facebook