Case study 1

Analysing the impact of social media marketing on product sales: A case study of XYZ electronics


In today’s digital age, social media has become a powerful tool for businesses to engage with their target audience and promote their products. This case study aims to investigate the relationship between social media marketing efforts and product sales for XYZ Electronics (a fictional company), a leading consumer electronics company. By analysing relevant data and employing statistical methods, the research team aimed to gain insights into how effective social media marketing is in driving sales for the company.

Research questions

The study aimed to address the following research questions:

1. Does the frequency of social media posts impact product sales?

2. Is there a correlation between the engagement rate on social media and product sales?

3. Which social media platforms are most effective in influencing sales?

A: Evaluate these research questions, outlining their strengths as well as areas for improvement.


Data Collection

To conduct the investigation, data was collected over a period of 12 months from XYZ Electronics’ marketing and sales departments. The dataset included the following variables:

·    Number of weekly social media posts on each platform (Facebook, Twitter, Instagram, LinkedIn).

·    Weekly engagement metrics (likes, comments, shares) on each social media platform.

·    Weekly product sales figures for XYZ Electronics.

B: Are there any other metrics or variables that could have been used to help answer the research questions outlined in this study?



A variety of methods were used to assist with the data collection and subsequent data analysis:

1. Descriptive Statistics were generated, which included the reporting of the mean, median, standard deviation and range to summarise the data’s central tendencies and variabilities.

2. Correlation Analysis was also undertaken to examine the relationship between social media engagement metrics and product sales. Pearson correlation coefficients were also used to determine the strength and direction of any significant relationships.


The statistical analyses revealed the following findings:

a) Correlation between Social Media Engagement and Sales: A moderately positive correlation was found between the engagement rate on social media and product sales (r = 0.45, p < 0.05). This indicates that higher engagement on social media platforms tends to be associated with increased product sales.

b) Effect of Social Media Frequency on Sales: Another form of statistical analysis indicated a statistically significant relationship between the frequency of social media posts and product sales (p < 0.01). Specifically, a higher number of weekly social media posts positively influenced product sales, suggesting that maintaining an active social media presence is beneficial for XYZ Electronics’ sales performance.

c) Effectiveness of Social Media Platforms: Facebook and Instagram emerged as the most influential platforms in terms of driving product sales. The regression analysis showed that each additional post on Facebook resulted in a greater increase in sales compared to other platforms.

C: Comment on these results, does anything surprise you about them? Are there pieces of additional information that would have been useful when reporting the results from the analysis carried out?



The results suggest that social media marketing plays a significant role in influencing product sales for XYZ Electronics. Businesses can enhance their sales performance by focusing on Facebook and Instagram, which have shown to have a more substantial impact on sales than Twitter and LinkedIn.

D: Comment on the discussions, is there anything missing or additional information that could help to strengthen the claims made?



Based on the findings, we recommend the following strategies to XYZ Electronics:

a) Increase Social Media Presence: Maintain an active presence on Facebook and Instagram, as these platforms have demonstrated the highest potential for driving product sales.

b) Engaging Content: Develop engaging and interactive content to improve social media engagement rates, ultimately translating into increased sales.

c) Monitoring and Analytics: Regularly monitor social media metrics and sales data to adapt marketing strategies in real-time and optimise performance.


This case study highlights the importance of social media marketing in driving product sales for XYZ Electronics. By understanding the relationship between social media engagement and sales, the company can make data-driven decisions to enhance their marketing efforts and achieve better business outcomes.

E: If you were the Chief Executive Officer of this company, how satisfied would you be with the conclusions reported out as part of this study? What future decision would you make in your company, in relation to the findings and recommendations made?