Assessment Description
Upon completion of this course, you will have a window of time in which you must declare whether you intend to pursue your dissertation research using a quantitative or qualitative methodology. In this assignment, you will apply what you learned thus far in this course and in your previous research courses to develop your potential dissertation topic as a qualitative study.General Requirements
Use the following information to ensure successful completion of the assignment:
Refer to the discussions in which you have engaged to date in the forums in this course.
Refer to the dissertation topic you have been developing in your previous research courses as well as any feedback from faculty and peers.
If you have attended your first Residency, refer to the Prospectus PowerPoint from Residency and any feedback given by faculty or peers.
This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.
Directions
A statement of your potential dissertation topic as refined over the last several courses.
The Role of Data and Social Media in Increasing Business Accountability
Daijour Huggins-Samuel
Grand Canyon University: RES 820
The Role of Data and Social Media in Increasing Business Accountability
Liakh, O. (2021). Accountability through sustainability data governance: Reconfiguring
reporting to better account for the digital acceleration. Sustainability, 13(24),
13814. https://doi.org/10.3390/su132413814
In measuring a business’s performance, companies are required by law to prepare an
annual report and financial statements that show their performance, profits and even
losses made. According to the authors, the data provided by the companies is critical
in assessing whether they met their objectives and goals. While third parties cannot
determine the data’s authenticity, some companies manipulate their numbers to score
executive bonuses, balance their budgets and continue sourcing funds from their
stakeholders. Therefore, the data can be authentic to third parties but does not reflect
the actual organization’s performance in their area of specialization. As a result,
companies that manipulate data try to depict their competitive advantage, better
performance and strengths to lure customers of how the company is competitive. The
authors, therefore, assert that since the government or customers cannot determine the
performance of an organization, they (companies) are accountable for their
performance (falling or successes) because they are aware of their strengths and
weaknesses.
Reitsamer, B. F., & Brunner-Sperdin, A. (2021). It’s all about the brand: Place brand
credibility, place attachment, and consumer loyalty. Journal of Brand
Management, 28(3), 291-301. https://doi.org/10.1057/s41262-020-00229-z
Reitsamer and Brunner-Sperdin’s study focuses on the importance of providing
accurate and truthful information regarding brands. In their study, companies that use
social media exaggerate and provide incorrect information about their products to
attract purchases. In their study, some online stores that sold electronic products and
clothes were found falsely advertised thus presenting misleading information about
products and services being offered. The authors assert that while many consumers
use social media, any false representation of products can negatively influence
customers and form unfavourable opinions that can affect the company’s
performance. Therefore, while companies intend to lure more customers to purchase
their products, they should be held accountable for false representation of their
products which creates unfair competition. Accurate product information creates a
positive perception of the company, thus creating more traffic.
Hanaysha, J. R. (2017). Impact of social media marketing, price promotion, and corporate
social responsibility on customer satisfaction. Jindal Journal of Business
Research, 6(2), 132-145. https://doi.org/10.1177/2278682117715359
Satisfying customers’ needs and demands is one of the marketing topics that has
received attention over the past. Hanaysha’s study contemplates social media as a
driving force for the creation of sustainable competitive advantage and brand success
since many potential customers are reached at once. The author asserts that looking at
customers’ satisfaction antecedents can lead to better performance and outperforming
the competitors. Using a survey to collect data, the author found that proper social
media marketing promotes businesses by luring customers to try the company’s
products at affordable prices and keeping in touch with the new customer demands.
At the same time, the author acknowledges some businesses create unfavourable
environments due to the emission of waste products. The research shows that
companies that are responsible for environmental pollution and have a significant
emphasis on social responsibility programs that prevent further pollution result in
positive perceptions of the company. Therefore, by using social media, companies
should be responsible for their activities to improve how they are perceived by
customers.
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019). The future of social media in
marketing. Journal of the Academy of Marketing Science, 48(1), 7995. https://doi.org/10.1007/s11747-019-00695-1
Trust aspect is slowly affecting social media marketing. According to Appel et al,
consumers continue to negatively view brands because they (companies) use their
(customers) data and even expose it to third parties who eventually expose it. As a
result, about 40% of social media users delete their social media activities and
presence because they fear the mishandling of their data. The researcher further notes
that the customers’ decisions to delete their social media accounts deny companies
from collecting enough data for making business insights and informed decisions. The
companies should therefore be held responsible for the low data availability. The
author notes that while many customers are running away from exposure, changes
should be made to the use of social media data to mitigate the erosion of customer
trust. The author recommends that companies should get permission from customers
before using their data. At the same time, the author asserts that everyone (the
customer and the customer) should benefit from consumer data. For instance, since
companies will use the data in determining various trends to focus on, the customer
should be paid because their data has been used.
Virglerova, Z., Panic, M., Voza, D., & Velickovic, M. (2021). Model of business risks and
their impact on the operational performance of SMEs. Economic ResearchEkonomska Istraživanja, 35(1), 40474064. https://doi.org/10.1080/1331677x.2021.2010111
Risks negatively affect any business performance. Inappropriate risk mitigation
measures can lead to massive losses and even the closure of business. Research by
Virglerova et al shows that acquiring data from different sectors can result in the
identification of specific risks that are likely to affect a business’s profits. The data
will expose the risks the company is likely to encounter and how it should prevent
them. At the same time, the article notes that through the collected data, companies
can know how different businesses mitigated risks, the challenges they faced and
whether the measures they put in place were appropriate. Therefore, businesses
should be held accountable if they identified the various risks but never put in place
mitigation measures.
Shamsuzzoha, A., & Raappana, H. (2021). Perspectives of business process ethics in data‐
driven marketing management. Security and
Privacy, 4(6). https://doi.org/10.1002/spy2.177
As technological advancements continue to occur, social media users leave their data
on their favourite sites without their knowledge. Marketers mine the data for
marketing insights and making essential business decisions. However, Shamsuzzoha
and Raappana assert that the unconsented retrieval of customers’ data risks ending up
in the wrong hands. The authors recommend online platforms allow users to opt out
of their data from the platforms to prevent data privacy infringements. According to
the authors, smaller businesses do not emphasize risk management because they see
them as non-profitable and time-consuming. Even though their perception might be
true, the businesses risk losing more resources because they failed to make informed
decisions by collecting data relevant to their area of specialization. Companies that
accrue losses should be blamed for not using technology to mine data on risks they
are likely to face and prevent the risks in time. Therefore, businesses that do not
invest in risk analysis and mitigation measures should be accountable for their failures
or poor performances.
Horng, J., Liu, C., Chou, S., Yu, T., & Hu, D. (2022). Role of big data capabilities in
enhancing competitive advantage and performance in the hospitality sector:
Knowledge-based dynamic capabilities view. Journal of Hospitality and Tourism
Management, 51, 22-38. https://doi.org/10.1016/j.jhtm.2022.02.026
Besides risks, Horng et al. assert that data collection is essential in determining
business environment complexity and competitiveness. Today’s businesses know
consumer purchase decisions and predict customer behaviour by using data analytic
approaches. It is a company’s role to explore their customers’ unanticipated patterns
including factors that promote customer satisfaction. The authors posited that big data
analytics can be used to facilitate innovation. The data can be collected from social
media platforms, reviews made by customers on rival’s products and other productspecific sites. After collecting the data, the organizations can learn the different
customer purchase patterns, preferences and qualities they prioritize. As noted by the
authors, data analytics is an essential aspect of positioning a company’s competence.
By collecting specific data and making data-driven decisions, businesses gain an
upper hand in attracting more customers, thus gaining a competitive advantage
because they meet customers’ preferences. Therefore, a business should rely on the
data to make meaningful decisions that align with its goals. Otherwise, any failure
should be associated with the management’s incompetence.
Fadler, M., & Legner, C. (2021). Data ownership revisited: Clarifying data accountabilities in
times of big data and analytics. Journal of Business Analytics, 5(1), 123139. https://doi.org/10.1080/2573234x.2021.1945961
Today, companies generate and mine data through digital applications where their
current and potential customers spend time interacting with themselves or with other
parties. The authors note that data ownership has been a contended issue as many
companies leak their customers’ personal information to monetize it. Fadler and
Legner assert that companies must be held accountable for any illegal data leakage or
alienation that can harm customers or expose their personal information to third
parties. Even though the companies have the right to mine and collect any relevant
data that seek to improve existing processes and products, the authors find that the
data collected is essential in determining whether an organization is responsible and
accountable for the data. Using the explorative case study research design, the authors
report that data is used to determine who the data source owner, platform owner, and
the data product owner is, thus preventing information privacy infringement.
Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021). The role of social media content
format and platform in users’ engagement behaviour. Journal of Interactive
Marketing, 53, 47-65. https://doi.org/10.1016/j.intmar.2020.05.001
Despite acting as a mode of communication, social media is a great source of
reference. Customers following the various companies social media accounts can
refer to any earlier communication when they defer with the services offered and
products delivered. Accordingly, the business should be held accountable for any
information they share through their platforms. By sharing with their intended
audience, it implies that the management has approved the information, thus they (the
company) should adhere to what they communicated. The article further notes that
social media platforms create better avenues to launch complaints when their
demands are not met. The complaints can be made on their social media posts where
they advertised a product, or announced a promotion or discount. As noted by the
authors, companies should be held accountable for any misinformation or failure to
meet their customers’ demands. Whenever any communication is to be made, relevant
authorities should authenticate it to ensure customers receive appropriate products and
services as communicated.
Mohammed, M. (2018). Corporate accountability in the context of sustainability – A
conceptual framework. EuroMed Journal of Business, 8(3). DOI:10.1108/EMJB-052013-0026
The article discusses the importance of accountability in any business. The research
reviews different studies conducted on the topic and found that the current conceptual
frameworks are inadequate to escalate sustainability. At the same time, while many
businesses claim responsibility for their actions, the corporate social responsibility
programs are poorly driven leading to little benefit to the affected society. The article
notes that meaningful activities entailing corporate social responsibilities should be
initiated, monitored and effectively implemented to benefit the local community. By
implementing meaningful programs, a company’s positive reputation increases and
even acquires more customers because they care about its environment and customers.
Such accountability activities create social connections between customers and brands
leading to success.
Degree
I am pursuing XXX program majoring in marketing, data mining, analysis and decision
making.
Research Focus
My program and area of specialization integrate different marketing, data analysis and
decision-making facets, thus it aligns with the topic of study.
Feasibility of Research Problem
Researching the role of social media and data on business accountability is a feasible topic
because companies utilize social media for marketing and use data to make essential business
decisions that can determine their performance.
Problem Statement
While the literature indicates that data and social media are essential marketing and decisionmaking tools, it is still unknown how social media and data can increase business
accountability.
Need for Study
Even though business accountability has been vigorously researched, few studies have been
conducted on how social media and data can increase accountability. Accountability is
essential in the business world because it makes companies feel responsible for their actions
and improve. An organization that values accountability attracts more customers and creates
a positive perception among customers. Once companies have customers’ personal
information, they should be accountable in case of any leakages or mishandling. At the same
time, social media increases accountability by compelling companies to offer the services
they advertise. The research topic, therefore, compels us to unearth how social media and
data can increase business accountability. The research will focus on performance reporting,
how companies collect data from connected devices, reviews, and customer feedback. At the
same time, social media posts and promotions will be assessed to determine whether the
companies are accountable for the incorrect products delivered from what was advertised.
Therefore, the benefit of researching this topic is to explore how data can increase business
accountability, how companies misrepresent data to create a perception of good performance
and whether a business is liable for the pollution caused within their neighbourhoods.
Conceptual/Theoretical Framework
While different frameworks could be applied in this study, the accountability theory
will be the most suitable. According to Pilon and Brouard, (2022), the accountability
framework focuses on a person or company’s willingness to take responsibility for their
actions’ consequences. The framework works for the public interests and mutual benefit of
the business and consumers. The theory will help in determining why some companies
provide false financial information about their performance and identify how data is
manipulated to meet an organization’s demands and making of decisions. At the same time,
the framework will help discover why many organizations secretly mine the customers’ data
but cannot be responsible when the data is mishandled or falls on unauthorised third parties.
Additionally, the theory will help us understand how being accountable positively favours
businesses. The authors used different case studies denoting how anonymous companies
leaked customers’ data and later denied responsibility. These companies destroyed their good
reputation with customers leading to poor customer relations and a decline in sales.
Customers feared purchasing from the companies because they feared their data being
exposed to third parties. The authors note that such irresponsibility makes customers delete
their social media data and accounts after completing some activities to avoid being exposed.
Significance
Hanaysha’s article exemplarily discusses the need for companies to claim
responsibility for their actions within their area of operations. The authors found that social
media marketing and price promotions increase customer satisfaction. Additionally, a third
factor, social corporate responsibility is the force that companies should never ignore.
According to the findings, putting social corporate responsibility programs that favour society
can improve a company’s perception among consumers and promote a good reputation.
When a company identifies the negative consequences of its actions, it should claim
responsibility and mitigate the consequences as soon as possible before they affect the locals.
These findings were significant to the topic of study because it denotes the need to be
accountable for each action undertaken. If a company mishandles customer data, it should be
accountable and promise customers that they have put in place measures to prevent future
data breaches. The articles’ significance sections precisely discuss what each article achieves
and their weaknesses and limitations. The sections, therefore, help determine the research
gaps which will be covered in my study. My study will therefore enrich the existing
knowledge by empathising the importance of social media and data accountability in
increasing a company’s profits.
Defence of Article Selection
Several peer-reviewed articles have been published on the importance of technology
especially social media and data analysis. The ten chosen articles not only focused on social
media but also provided essential information about business accountability. Even though
several gaps were noted, the chosen articles gave a lead and enough literature to address the
research question. For instance, many studies focused on the importance of social media and
failed to address the aspect of privacy. The chosen articles addressed how businesses fail to
protect their customers’ data leading to third parties which later disclose it. The articles
denote that while social media is a significant marketing tool, it can also destroy the
customer-organization reputation. When handling customer data, the chosen article notes that
companies should be cautious and protect their customers’ data. The articles were further
chosen because they emphasise the importance of accountability. While customer data can be
found in the wrong hands, the articles capitalize on the importance of claiming responsibility.
Other than social media, data reporting is an essential factor that informs stakeholders
about the company’s performance. While some companies manipulate their data to
outperform rivals, this approach might negatively impact the business. The articles assert the
need for honesty. When reporting the data, companies should reflect the exact performance of
their business without providing any false information. The ten articles align with the topic of
study because they researched the different aspects of increasing business accountability
through the use of social media, mining and protecting customers’ data, thus are relevant.
Finally, all the articles were published within the past 5 years.
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