Impact Of Social Media On Samsung - Literature review Example

Impact of Social Media on Samsung Table of Contents Table of Contents 2 Introduction 3 Samsung: A Brief Synopsys 3 Research Question 3 Literature Review 4 Research Methodology 4 Sources of Data 4 Sampling 5 Findings and Discussion 5 Conclusion 7 Recommendations 8 References 9 Appendices 10 Closed Ended Questionnaire 10 Open Ended Questionnaire 10 Introduction The 21st century has been synonymous with social networking and standing in this century, organizations around the world finds it knotty to deny the influence of social media on their business. Studies reveal that people spend more than 700 billion minutes in a month surfing facebook. Social media has actually changed the way people interact among themselves. Additionally, it also offers features such as video and photo sharing, participate in discussion, real time text, audio & video chatting etc (Dewing, 2010). In this context, Samsung has been chosen to depict the importance of social media in the 21st century. This study will try to uncover the impact of social media on Samsung. In other words the study will try to reveal how Samsung gets benefitted from social media. Now before getting into deeper a brief overview of Samsung is presented below. Samsung: A Brief Synopsys Samsung has its roots back to 70 years, when the company was founded by Lee Byung-chull in the Daegu city in the year 1938 (Samsung, n.d.). It started as a small trading company with only forty employee, but with the passage the company went on to become one of the largest companies of the world. Presently the company is involved in manufacturing and selling consumer electronic goods. The product portfolio of the company include mobiles, laptops, television, air condition, home theatre, microwave oven, camera, refrigerator, and washing machine among numerous others (Yahoo Finance, 2012). The company also has a substantial amount of presence in the social world, which allows them to remain connected with the customers 24*7. Research Question On the basis of the aim of the study the research question is formulated below:- Does social media improves the visibility of Samsung and allows them to target mass customers? Now to investigate this question, substantial amount of literature needs to consult. Consequently, the next section will review the literature in the same field of study. Literature Review According to Qualman (2010) social media in a global platform and enables the world to remain connected. From the business perspective, social media has actually changed the way business has been done. The author also stated that social media helps a company to save its promotional time, stress and cost thereby making it more productive. Along the same line Sterne (2010) stated that social media is a profit booster, as it lowers the cost drastically. This allows the companies to sell their products at a lower price and can offer value to the customers. Hence, indirectly it helps to satisfy the customers of the company. Noor Al-Deen and Hendricks (2011) in their study found that social media such as Myspace, Facebook, Twitter, Orkut and YouTube among others are growing at an incredible rate. Moreover the adoption rate of the companies is also high. As a result of that social media have turned out to be an integral part of an organization’s promotional and public relational campaigns. Research Methodology The research methodology section will illustrate the method adopted to address the research question ‘does social media improves the visibility of Samsung and allows them to target mass customers’. Sources of Data The question needs to be addressed by using both secondary as well as primary research. The secondary sources that have been used in this context are authentic electronic sources, books, articles and journals. The primary study has been carried out with the help of questionnaire. Both open ended as well as closed ended question will be there to get in-depth views of the consumers (Frey, 2004). Sampling The respondents for this study were the consumers who use any products of Samsung. The sample size chosen for this study was 100. The primary rationale behind moderately large sample was that, the visibility of a company cannot be properly portrayed by examining few customers (Wilson, 2010). It is a large area and thus needed large sample. The respondents were selected by the process of simple random sampling. It is also important to highlight that the respondents were sourced from the online Samsung communities, where a large number of Samsung were found. The next step will be analyze it and present in a meaningful form. The next section will therefore discuss the findings from the questionnaire survey. Findings and Discussion The findings section will shed light on the responses of the participant in the questionnaire survey. Among the 100 respondents around 52 of them has been using Samsung products for more than 5 years. This clearly portrays how the consumers are satisfied and also the superior quality of the products. Figure 1 (Source: Author’s Creation) Additionally, more than 65% of the respondents are highly satisfied with the products of the company. 25% are averagely satisfied, while only a handful of 10 % are dissatisfied with the products. Figure 2 (Source: Author’s Creation) Regarding the source from where customer knew about the product, around 35 people marked television commercial. On the other hand surprisingly 35 people marked social media as a source of their information. This can be cited as one of the biggest achievements of the company in terms of its social presence. The result outlined that the influence of social media is now almost similar to the TV commercials. On asking about the visibility rate of Samsung in the social media, around 50 % of them stated that very often a Samsung logo or brand image appears in the screen. However the best thing is that around 70 % of them clicks on the link to get insights about that link. In addition they stresses that Samsung has the highest visibility rate among the three. Regarding the open ended question there are various responses but by the trend of the answer, several respondents stated that online advertisements strongly influences to customers to buy a Samsung product. In addition, satisfied customers also become a word of mouth promoter. It also stated that trough social advertisements the company has been able increase its visibility greatly and has been also able to reach large number of customers. Figure 3 (Source: Author’s Creation) Conclusion The study was about the importance of social media in the 21st century and how it shapes business organizations. The study was also about the importance of social media in the present days. Apart from that the prime concern was to find how Samsung gets benefitted from using social media as a promotional tool. However the research question was does social media improves the visibility of Samsung and allows them to target mass customers. To address this issue both secondary as well as primary data have been considered. The secondary data mainly offered the advantages of social media in a business. It revealed that social media assists in customer satisfaction and target mass audience at very low cost. The primary research nevertheless pointed out that presence of Samsung in the social world, hugely drives their sales by enhancing the company’s visibility. Thus, based on the finding it can be concluded that social media improves the visibility of Samsung to a large extent and allows them to target mass customers at a low cost. Recommendations The recommendations will be about how the company can further enhance its presence in the social world. The suggestions are provided below:- The company should consider hosting online quiz games and can offer prizes to the customers. This will allow the company to drive more traffic towards them. Additionally, it will also increase consumer interest and visibility of the company. The company should bring into play more visible colours and images to make them visible in the webpage. Custom animations and flash clippings will also help to serve the purpose. Finally, it is highly recommended that Samsung should link its advertisements and online store that is if users click a link they will be redirected to the online. This gives more chance of online selling. References Dewing, M., 2010. Social Media: An Introduction. Ottawa, Canada: Library of Parliament. Frey, J. H., 2004. Open-Ended Question. [online] Available at: [Accessed 27 November 2012]. Noor Al-Deen, H. S., and Hendricks, J. A., 2011. Social Media: Usage and Impact. Plymouth: Lexington Books. Qualman, E., 2010. Socialnomics: How Social Media Transforms the Way We Live and Do Business. New Jersey: John Wiley & Sons. Samsung, (No Date). About Samsung. [online] Available at: [Accessed 27 November 2012]. Sterne, J., 2010. Social Media Metrics: How to Measure and Optimize Your Marketing Investment. New Jersey: John Wiley & Sons. Wilson, J., 2010. Essentials of Business Research. London: SAGE. Yahoo Finance, 2012. Samsung Electronics Co. Ltd. (005930.KS) –KSE. [online] Available at: [Accessed 27 November 2012]. Appendices Closed Ended Questionnaire 1. For how long you are using Samsung products? a. More than 5 years b. 2-5 years c. Less than 2 years 2. How satisfied you are with the products? b. Highly satisfied b. Moderately satisfied c. dissatisfied 3. From where you have came to know about the products of Samsung? c. Commercials b. Social Media c. Friends or Relatives 4. How often you found Samsung in Social Media? d. It sometime appears as a pop up window b. It remains visible in the corner of the page c. Never seen Samsung in social networking’s 5. Among them which company has large visibility in the social media? e. Samsung b. Apple c. Nokia Open Ended Questionnaire 1. Does the online advertisement of Samsung influence you to buy its products or explore the options? Read More