GBS BSU BMA 6000 Solution - Impact of Social Media on Society and Business

GBS BSU BMA 6000 Solution – Impact of Social Media on Society and Business

This research develops the impact of social media on society. The main focus is on its implication in management and business. The research aims to gain a comprehensive understanding of social media business operations, communications, and marketing strategies. Examining the positive and negative effects on business management of social media will identify many challenges and opportunities that arise from integration. The influence of social media on consumer behavior and decision-making is the key objective. Analyzing consumer interactions in social media platforms helps businesses to tailor marketing strategies and increase engagement. The influence of social media on decision-making processes is another key objective with qualitative methodology incorporated with literature review, which helps in analyzing existing studies with academic articles and explores social media marketing and branding. The study highlights influencer power for marketing on social media and shapes business online presence. Evaluates critically and successfully social media campaigns gathering primary data and conducting marketing experts with business practitioners and consumers. The interview makes valuable perspectives and impacts on social media by offering insights to optimize social media strategies. The research emphasizes the significance of modern business practices that amplify brand visibility to engagement and adopt responsible implementation to harness the understanding with impacts and enable marketing for better results. The significance of social modern business to amplify brand visibility enables businesses to adapt marketing strategies to make better results. This research contributes to growing body knowledge and impacts on society with a specific focus on relevance to business and management. The study insights enable navigating the dynamic social media landscape with fostering growth and success in this digital age. The informed strategies will make a powerful tool that builds meaningful connections and management to drive sustainable growth.




In this fast digital world of the 21st century, the widespread use of social media platforms has altered the communication way people engage with one another (Chaffey & Smith, 2019). Social media has an integral part in this contemporary society and shapes people while interacting with friends. Strangers across the globe are impacted by personal connection as businesses and organizations recognize social media and engage with a vast audience (Kaplan & Haenlein, 2020). The realization led to a different paradigm shift towards business and management with companies integrating in social media to leverage its benefits and mitigate its challenges. The most profound transformations brought in a different way to operate a business. It serves with many powerful tools that promote services and communicate with customers and build a brand reputation (Smith et al. 2019). The opportunity to direct the target audience and gather feedback by responding to customer inquiries in real time. The transparency not only enhanced customer experiences but compelled them in a more accountable way. Reshaping business operations and social media ushered in new consumer behavior. The abundance and user-generated content on social media seek out product reviews with engaging content for making purchasing decisions (Smith et al. 2019). Social media influencers influence consumer preferences and trust which necessitated a reevaluation of tactics and marketing strategies.  Businesses must create authentic content that resonates with the target audience to establish meaningful connections. Brands can successfully build relationships with social media to cultivate a higher likelihood of brand loyalty and advocacy. Social media presents challenges to management and negative publicity crises can spread detrimental effects on a company’s reputation (Qualman, 2019). Businesses adopt effective social media strategies for management to monitor online conversations promptly. The ever-evolving nature of social media needs businesses to stay agile quickly to new trends. Social media analytics and data-driven insights play a vital part in qualitative research and their implications on business management (Qualman, 2019). Social media’s pervasive presence has far-reaching power to operate and communicate market products with positive and negative effects to develop effective strategies and embrace social media cognizant and enables to harness that drive growth and success in the digital era.


Research aim and objectives with questions

The main aim of the research is to explore the impact of social media on society and its implications for management.

Research objectives:

  1. Examine the negative and positive effects of social media on businesses.
  2. Analyzing influence on consumer behavior and decision-making processes.
  3. Identify effective management with strategies to leverage social media to improve brand visibility and customer engagement (Li & Bernoff, 2021).

Research question:

  1. How has social media transformed business operations and management practices?
  2. What are the negative effects of social media on business?
  3. What are the positive impacts of social media on business?
  4. How does social media influence decision-making and consumer behavior?
  5. What strategies can businesses adapt effectively to utilize social media marketing?


Literature review

Evolution of social media

Social media is marked by its historical development with widespread adoption by businesses and individuals. The emergence of new features and trends in the early days of online forums and chat rooms like Facebook, Twitter, and Instagram transformed people’s interactions and shared information (Scott, 2019). The exponential growth made it a dominant force in modern society and facilitates communication and content sharing on a global scale. The continuous innovative features and trends kept social media platforms influential and dynamic in shaping digital culture.

Role of social media in branding and marketing

Social media makes a new marketing and branding shift towards businesses of traditional methods in social media marketing. Companies can leverage powerful tools for brand awareness and promotion by leveraging social media platforms. Billions of active users offer unparalleled reach and engagement to the target audiences with potential customers (Evans & McKee, 2020). Establishing a strong social media presence makes it essential to build with identity reputation and allows one to interact directly and showcase values and cultivate brand loyalty. The real-time nature of social media empowers businesses and responds promptly with customer feedback and fosters credibility in digital landscapes.

The power of influencer marketing

Influencer marketing emerged as a potent force in the digital era with the rise of influencers to influence consumer behavior. Influencers with a wide audience can make purchase decisions (Mangold & Faulds, 2019). The brand recognizes the effectiveness of influencer marketing in niche audiences. Authentically promotes services to align with niche and values. Marketing influencers present many advantages and pose ethical considerations and challenges. Ensuring transparency and authenticity helps in brand-influencer partnership and value consumers with genuine recommendations (Hennig-Thurau et al. 2019). Measuring investment and return on effective tracking will impact campaigns and make complexities. Influencers fraud and adhering to advertising guidelines by maintaining trust and credibility with consumers.

Social media analytics

It plays a pivotal role in modern marketing and enables decision-making with data-driven. Leveraging social media data, organizations gain valuable insights into the preferences of audiences with sentiments. The data-driven approach empowers people with strategic choices and ensures efforts that help in aligning audiences to maximize impacts. Social media analytics makes vital metrics that measure campaigns with audience engagement (Ryan & Jones, 2019). Marketers track KPIs like reach, impressions, clicks, and conversion to evaluate success and understanding engagement metrics with comments shapes business that resonance and identify top-performing posts and extract actionable insights that enable business and optimize marketing strategies like trending topics, converting contents and peak engagement that allows to tailor future campaigns (Solis, 2019). Sentiment analysis helps to understand customer satisfaction and address other concerns. Social media empowers businesses and enhances media connection on a deeper level and drives growth and decision-making.

Psychological aspects of consumer behavior on social media platforms

Psychological aspects play an important role in shopping customer behavior. Many factors influence consumer decisions including identity and self-presentation with social influences. The need for social acceptance can drive consumers and align with specific brands that resonate with self-images and values. Social media plays a vital role in shaping consumer perceptions of brands (Sigala, 2019). User-generated content with brand messaging to consumers fosters brand associations and emotional connections. Positive experiences shared by others can influence the positivity of customers. The concept of social proof holds importance in decision-making and consumers look to experiences and recommendations to validate choices when faced with many options (Weinberg, 2019). Positive testimonials, influencers, and endorsement act as a powerful form of social proof. Influencing purchasing decisions with brand preferences will understand aspects that enable businesses to tailor social media strategies and build meaningful connections to make a positive impact on consumer behavior on digital platforms.


It helps by real-time communication and engagement by enabling quick responses to feedback. Social media platforms provide cost-effective marketing, leveling for businesses to reach target audiences without any financial investments (De Vries et al. 2022). Social media allows for to expansion of global reach and connects audiences from various geographical locations and connects new markets. It will help to build strong customer relationships and increase brand visibility and drive growth and success in the digital age.


Social media presents many challenges for businesses like negative publicity dealing and protecting brand reputation, maintaining brand consistency can be difficult to feature, and demanding data protection (MacFadyen et al. 2022). Navigating challenges requires proactive strategies and implementing crisis management that aligns with social media content that adheres to data privacy regulations and trusts in the audience that mitigates potential risk.

Case studies on successful social media campaigns

Many famous examples like Nike’s ” Just Do It” which becomes inspirational and compelling to visuals and connects with the audience emotionally. Leverages popular social media platforms like Instagram and Twitter to reach millions of followers fostering loyalty and engagement (Nikolinakou and Phua, 2020). Another successful campaign like Coca-cola’s ” Share a Coke” leveraged popular social media platforms like Twitter and Instagram to reach millions of followers and foster brand loyalty and engagement. Coca-cola’s personalized bottles to customers’ names encourage users to share personalized bottles and generate viral buzz (Armutlu, 2023). These all strategies create shareable content by leveraging user-generated content and fostering genuine connections with followers and prioritizing authenticity with creativity and understanding to audiences to achieve success.

Case studies on unsuccessful social media campaigns

Unsuccessful social media campaigns offer valuable insights into digital marketing like McDonald’s ” McDStories” campaigns when users hijacked the hashtag with negative experiences leading to a PR crisis (Wood, 2020). JCPenney’s “#TweetingWithMittens” received a lack of context. These studies highlight planning, monitoring, and understanding risk before launching campaigns (Mahfouz et al. 2019). Avoid common pitfalls like insufficient audiences and overlooking negative feedback on the appropriateness of hashtags with mistakes and craft more effective social media campaigns in the future.


The qualitative research methodology provides a deeper understanding of the impacts of social media on society and its implications for businesses. Qualitative methods are suited to exploring complex phenomena and capturing richness with experiences and perspectives. Data collections involve key stakeholders with social media experts, business professionals, and consumers. These interviews and semi-structured allow for open-ended discussions and encourage to share of lights and insights with experiences and make opinions freely (Mahfouz et al. 2019). The overall research aims to make a diverse range of participants with varied viewpoints and ensures comprehensive data presentations. The thematic analysis employed to interview data and process involves identifying patterns and trends across participants through systematic coding and extracting meaningful insights that impact businesses. Multiple researchers analyze data and enhance the credibility and reliability of findings (Freeman et al. 2019). Other ethical considerations are of paramount importance and informed consent and obtained participants by outlining the purposes of research with confidentiality and data usage. The research aims to protect privacy and adhere to ethical guidelines by ensuring the responsible use of data and maintaining the trust of participants. Employing research methodology the study aims for in-depth and nuanced insights with multifaceted impact on social media with relevance to business. Contribution to a better understanding of a subject matter offers practical implications and strategies to harness responsible social media context.


Chaffey, D., & Smith, P. R. (Eds.). 2019. Digital Marketing Excellence: Planning, Optimising, and Integrating Online Marketing (5th ed.). Routledge.

Kaplan, A. M., & Haenlein, M. 2020. Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59-68.

Smith, A. N., Fischer, E., & Yongjian, C. 2019. How Does Brand-related User-generated Content Differ Across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102-113.

Qualman, E. 2019. Socialnomics: How Social Media Transforms the Way We Live and Do Business. Wiley.

Li, C., & Bernoff, J. 2021. Groundswell: Winning in a World Transformed by Social Technologies. Harvard Business Review Press.

Scott, D. M. 2019. The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly (5th ed.). Wiley.

Evans, D., & McKee, J. 2020. Social Media Marketing: The Next Generation of Business Engagement. Wiley.

Mangold, W. G., & Faulds, D. J. 2019. Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52(4), 357-365.

Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. 2020. The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3), 311-330.

Ryan, D., & Jones, C. 2019. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (4th ed.). Kogan Page.

Solis, B. 2019. X: The Experience When Business Meets Design. Wiley.

Sigala, M. 2019. Social Media in Travel, Tourism, and Hospitality: Theory, Practice, and Cases. Springer.

Weinberg, T. 2019. The New Community Rules: Marketing on the Social Web. O’Reilly Media.

De Vries, L., Gensler, S., & Leeflang, P. S. 2022. Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91.

MacFadyen, L., Stead, M. and Hastings, G., 2022. Social marketing. In The marketing book (pp. 724-755). Routledge.

Nikolinakou, A. and Phua, J., 2020. Do human values matter in promoting brands on social media? How social media users’ values influence valuable brand‐related activities such as sharing, content creation, and reviews. Journal of Consumer Behaviour, 19(1), pp.13-23.

Armutlu, İ.İ., 2023. The Digital Era Effect on Brand Image and Brand Communication: The Coca-Cola Case Studies. İletişim Bilimlerinde, p.203.

Wood, A.J., 2020. Beyond mobilization at McDonald’s: Towards networked organizing. Capital & Class, 44(4), pp.493-502.


Freeman, B., Potente, S., Rock, V. and McIver, J., 2019. Social media campaigns that make a difference: what can public health learn from the corporate sector and other social change marketers? Public Health Res Pract, 25(2), p.e2521517.

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GBS BSU BMA 6000 Solution - Impact of Social Media on Society and Business
GBS BSU BMA 6000 Solution - Impact of Social Media on Society and Business
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