Impact of social media marketing on organizational performance- a case study of Amazon India

Abstract

With the intention of identifying how social media marketing can improve organizational performance, this research has focused on Amazon India. Through secondary data, different social media marketing strategies of Amazon are hereby identified at first. Then primary data is collected by sharing a survey questionnaire with one hundred random consumers of Amazon. From their responses, it was found that Amazon is using different tactics in different social media channels such as following different topical festivals of India and creating emotional ads. These social media ads are helping the organization to engage with the consumers and draw them to their e-commerce site and almost ninety consumers stated that they buy something whenever they are re-directed to Amazon’s site through a social media ad.