The term “reliability” is connected with “the consistency, stability and repeatability of the informant’s accounts as well as the investigators’ ability to collect and record information accurately” (Selltiz 1976). It is generally means that used research method will have stable the same results over testing periods. It further requires that the researcher has developed consistent responses or habits (Brink 1993). Reliability is also defined as a degree of consistency of results over the time, and an accurate representation of the entire population studied is called reliability.
Thus, if the final results could be reproduced based on the same methodology – the tool is reliable. (Joppe 2000)
Therefore, the term reliability refers to a context where the result is replicable. While the
“validity refers to the context when the means of measurement are accurate and whether they are actually measuring what they are intended to measure” (Brink 1993).
The current research is valid and reliable in some cases. First of all, the validity is obvious as the research were made in accordance to the theoretical data and the research were gathered by the researcher manually and through insights of the social media platforms. The reliability of the research is controversial as from the one side, the promotional campaign can be used in different spheres of business, but the effect is not tested in the study. From the other side, this method is reliable as all people believe in luck, thus will participate in different kind of campaigns in the internet space. Therefore, there are two sides of the project., it is valid and true, but it can be reliable and also refers to unreliable depending on the case.
5.2 Limitations
At the present time there are some researchers conducted in the field of small business and social media, however this information is not systemized and, in most cases, due to the small number of practitioners, inaccessible and paid (Kaplan & Haenlein 2010). The information on this subject is more practical than theoretical. Major part of theory is mainly based on what social media is, its advantages and types. Therefore, project is limited with information about understanding of the long-term promotional tools which retailers get from the social media.
Also to obtain knowledge of real life applications more deep and formalized studies are
required. Statistics needed for the platform usage analysis worldwide and in Finland is limited by the time, amount of respondents and are mostly paid. Thus, the information is limited by study action research and theoretical part. Moreover, case company is from Finland and mostly Finnish users are explored, thus it is limited in country as well as by the field of business. In addition, action research is better used in groups and large organization to gather better results.
Therefore, the project is limited in profound information and results as the prior researcher and group member is one person.
REFERENCES
Adelman, C. 1993. Kurt Lewin and the Origins of Action Research. Educational Action Research, Vol.1, No. 1, pp. 7-24.
American Express 2018. Available at https://www.forbes.com/companies/american-express/
(assessed 10 October 2018).
BBC 2016. How many people can our planet really support. Available at http://www.bbc.com/earth/story/20160311-how-many-people-can-our-planet-really-support (assessed 10 July 2018).
Blanchard, O. 2011. Social media ROI. Indianapolis, IN: QUE. Vol. 6, pp. 105-115.
Brink, H.L. 1993. Validity and Reliability in Qualitative research. Journal of Qualitative research, Vol 16, No.2.
Campbell, D.T. & Stanley, J.C. 1963. Experimental and quasi-experimental designs for research. Chicago: Rand McNally.
Chi, H. 2011. Interactive Digital Advertising vs. Virtual Brand Community: Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan. Journal of Interactive Advertising, Vol. 12, pp. 44-61.
Coles, L. 2014. Marketing with Social Media: 10 Easy Steps to success for Business. Social media book, Vol. 4, pp 65-70.
Corey, S. Action Research in Education. The Journal of Educational Research, Vol. 47, No. 5, pp. 375-380.
Cossa 2018. Effectiveness of marketing activities. Available at https://www.cossa.ru/234/2438/
(assessed 4 July 2018).
Coulter, K.S. & Roggeveen, A. 2012. Like it or not: consumer responses to word-of-mouth communication in on-line social networks. Management Research Review, Vol. 35, No. 9, pp.
878- 899.
Cruz, D. & Fill, C. 2008. Evaluating Viral Marketing: Isolating the Key Criteria. Marketing Intelligence & Planning, Vol. 26, No. 7, pp. 743-758.
Daft, R. L. & Lengel, R. H. 1986. Organization information requirements, media richness and structural design. The Journal of Management science, Vol. 32, No. 5, pp. 554-571.
Daft, R. L., Lengel, R. H. & Trevino, L. K. 1987. Message Equicolaity, Media Selection, and Manager Performance: Implications for Information Systems. MIS Quarterly Vol. 11, No.3, pp.
355–366.
Dinesh, D. 2018. Awesome Facebook Campaigns 2018. Available at https://www.dreamgrow.com/11-awesome-inspiring-facebook-campaings/ (assessed 10 January 2019).
Drury, G. 2008. Opinion piece: Social media: Should marketers engage and how can it be done effectively? Journal of Direct, Data and Digital Marketing Practice, Vol. 9, pp. 274-277.
Dykeman, D. 2008. How do you define social media? Broadcasting Brain. Available at http://broadcasting-brain.com/2008/02/09/how- do-you-define-social-media/ (Assessed 5 August 2018).
El-Gohary, H. 2010. E-Marketing - A literature Review from a Small Businesses perspective.
International Journal of Business and Social Science, Vol. 1, No. 1.
Facebook 2016. Marketing on Facebook. Available at
https://www.zbw-mediatalk.eu/wpcontent/uploads/2011/04/FacebookBestPracticeGuide.pdf (assessed 10 July 2018).
Facebook 2018. Information about Facebook corporation. Available at https://www.facebook.com (assessed 10 August 2018).
Fama, E. F. 1970. Efficient capital markets: A review of theory and empirical work. Journal of Finance, Vol. 25, No. 2, pp. 383-417.
Galbraith, J. 1977. Designing Complex Organizations, Addision-Wesley, Reading, Mass. The Journal of International Business.
Hadiyati, E. 2016. Study of Marketing Mix and Aida model to purchasing on line product in Indonesia. British journal of marketing studies, Vol.4, No.7, pp. 49-62.
Heinrichs, J. H., Lim, J-S. & Lim, K-S. 2011. Influence of Social Networking Site and User Access Method on Social Media Evaluation. Journal of Consumer Behavior, Vol. 10, pp. 347–
355.
How is Action Research Defined? Available at http://www.fau.edu/divdept/cоe/
sfcel/define.htm (assessed 10 August 2018).
Instagram 2018. General information about Instagram. Available at https://www.instagram.com/ (assessed 10 August 2018).
Internet live Stats. Number of internet users 2018. Available at http://www.internetlivestats.com/internet-users/ (assessed 10 July 2018).
Joppe, M. 2000. The Research Process. Available at http://www.ryerson.ca/~mjoppe/rp.htm (accessed 20 October 2018).
Kaplan, A. M. and Haenlein, M. 2010. Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, pp. 59-68.
Kemmis, S., McTaggart R. & Nixon R. 2014. The Action Research Planner: Doing Critical Participatory Action Research Sprinhg Science.
Kock, N. & McQueen, R. J. 1997. Can action research be made more rigorous in a positivist sense? The contribution of an iterative approach. The Journal of Systems & Information Technology Vol. 1, No. 1, pp. 1–24.
Kordish, M. 2017. Internet technologies in modern business 2017. Availbale at
http://kirulanov.com/internet-texnologii-v-sovremennom-biznese-preimushhestva-irekomendacii/ (assessed 20 October 2018).
Kovalainen A. & Eriksson P. 2016. Qualitative methods in Business research. 2nd edition., SAGE Publivcations LTD.
Le Comple, M.D. & Goetz, J.P. 1982. Problems of reliability and validity in ethnographic research. Review of Educational Research, Vol. 52, No. 1, pp. 31-60.
Levinson, J. & Gibson, S. 2010. Guerrilla Social Media Marketing: 100+ Weapons to Grow your Online Influence, Atract Customers and Drive Profits. Entrepreneur Media Inc, Vol. 10, pp. 43-52.
Li, J. & Yu, H. 2013. An Innovative Marketing Model Based on AIDA: A Case from E-bank Campus-marketing by China Construction Bank Scientific research. iBusiness, Vol. 5, pp. 47- 51.
Lutze, H. 2010. Using Facebook as a business-building tool. Agency Sales, Vol. 40, pp. 46-48.
Maheshwari, P., Seth, N. & Gupta, A. 2014. Advertisement Effectiveness: A Review and Research.
International Journal of Economics and Management Engineering, Vol. 8, No. 12.
Mmarketin, AIDAS model 2018. Available at https://www.marketing91.com/aidas-theoryselling/ (assessed 10 September 2018).
Monthly users on Facebook 2018. Available at https://techcrunch.com/2017/06/27/facebook2-billion-users/ (assessed 12 September 2018).
Murdough, C. 2009. Social media measurement: it's not impossible. The Journal of Interactive Advertising, Vol. 10, No. 1, pp. 94-99.
O'Connor, H. 2003. A Step-By-Step Guide To Qualitative Data Analysis. The journal of community health, Vol 15.
Oden, N. & Larsson, R.S. 2012. What makes a marketing campaign a viral success? Available at http://www.diva-portal.org/smash/get/diva2:433110/FULLTEXT01.pdf (assessed 4 July 2018).
Ohajionu, U.C. & Mathews, S. 2015. Advertising on social media and benefits to brands. Vol.
10, No. 2, pp-335-351.
Owyang, J. 2010. Framework: the social media ROI pyramid. Available at http://www.web- strategist.com/blog/2010/12/13/framework-the-social-media-roi-pyramid/ (assessed 10 October 2018).
Öztamura D. & Karakadılarb I. 2014. Exploring the role of social media for SMEs: as a new marketing strategy tool for the firm performance perspective. 10th International Strategic Management Conference, Procedia - Social and Behavioral Sciences, Vol. 150, pp. 511 – 520.
Palmer, A. & Koenig-Lewis, N. 2009. An experimental, social network-based approach to direct marketing. Direct Marketing: An International Journal, Vol. 3, No. 3, pp. 162-176.
Pradiptarini, C. 2011. Social Media Marketing: Measuring Its Effectiveness and Identifying the Target Market. UW-L Journal of Undergraduate Research XIV.
Pracy, C. 2018. Social networks and their importance in Media Marketing. Available at http://pr-cy.ru/lib/seo/Sotsial-nye-seti-i-ikh-znachenie-v-internet-marketinge-SMM-i-SMO (assessed 15 September 2018).
Reklam 2013. AIDAS model. Available at
https://reklamanal.blogspot.com/2013/07/aidaspyatishagovayamodelsozdaniyaeffek.html (assessed 23 August 2018).
Rugova, B. & Prenaj, B. 2016. Social media as marketing tool for SMEs: opportunities and challenges. Academic Journal of Business, Administration, Law and Social Sciences, Vol. 2, No. 3.
Sales Generator 2018. Effectiveness of promotional campaign online. Available at https://sales-generator.ru/blog/effektivnost-reklamy-v-sotsialnykh-setyakh/ (assessed 25 July 2018).
Sharpe, T. 2012. A guide to evaluating enterprise social networks. Available at http://blog.sabisu.co/guide-to-evaluating-enterprise-social-networks-1/ (assessed 4 August 2018).
Siddiqui, S. & Singh, T. 2016. Social Media its Impact with Positive and Negative Aspects.
International Journal of Computer Applications Technology and Research, Vol.5, No. 2, pp.
71-75.
Sissors, J. & Baron, R. 2010. Advertising media planning. The McGraw-Hill Companies, Inc.
Seventh edition.
Sniehotta, F., Schwarzer, R., Scholz, U. & Schuz, B. 2005. Action planning and coping planning for long-term lifestyle change: theory and assessment. European Journal of Social Psychology, pp- 565 – 576.
Sorokin O.N. & Talagaeva A.S. 2015. Use of social networks for business promotion. Actual problems of economics and management: materials III International Science conference, pp.
79-82. Available at https://moluch.ru/conf/econ/archive/134/8153/ (assessed 10 October 2018) Statista. Number of monthly active Facebook users worldwide as of 4th quarter 2017 (in millions). Available at https://www.statista.com/statistics/264810/number-of-monthly-activefacebook-users-worldwide/ (assessed 1 August 2018).
Statistics Finland 2017. Available at http://www.stat.fi/til/icte/2017/icte_2017_2017-1130_tie_001_en.html (assessed 4 July 2018).
Step-by-Step ideas for planning a new marketing campaign 2009. Available at
https://www.americanexpress.com/uk/content/merchant/pdf/support-andservices/uk_marketing_guide.pdf (assessed 23 November 2018).
Suryakumar, P. 2011. Making data relevant: The new metrics for social marketing. Social Media News and Web Tips Mashable the Social Media Guide. Available at from http://
mashable.com/2011/01/11/social-media-metrics/ (assessed 20 November 2018).
The Statistic Portal Statista 2018. Available at
https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-usersworldwide/ (assessed 20 July 2018).
Thiollent, M. 2011. Action Research and Participatory Research: An Overview. International Journal of Action Research, Vol. 7, No. 2.
Uwe, F. 2013. Qualitative data analysis QDA. The Journal of Qualitative research process, Vol.
5.
Vaynerchuk, G. 2011. The thank you marketing. New York, NY: HarperCollins.
VseproIp 2018. Social media and business development. Available at http://vseproip.com/biznes-ip/maluy/socialnye-seti-dlya-biznesa.html (assessed 12 September 2018).
Wadsworth, Y. 1998. What is Participatory Action Research? Action Research International.
Available at http://www.scu.edu.au/schools/sawd/ari/aкш wadsworth.htm (assessed 10 August 2018).
Wally, E. & Koshy, S. 2014. The use of Instagram as a marketing tool by Emirati female entrepreneurs: an exploratory study. 29th International Business Research Conference, World Business Institute Australia, Australia, pp. 1-19.
Weich, K. E. 1976. Educational organizations as loosely Coupled Systems. Vol. 21, pp. 1-19.
Worster, W.T. 2013. The Inductive and Deductive Methods: Traditional and Modern Approaches.The Journal of International Law, Vol. 45.