Online presence is essential for various businesses nowadays, especially for those operating globally. It helps companies showcase their products and services, market their brands, and build relationships with customers. It also allows customers to find out about marketed products and services more easily because many of them do some research before purchasing. There are two major ways of establishing an online presence: a company’s website and social media. Among social media, Facebook is an attractive option for marketers since this platform has 1.7 billion users with daily activity, which is 37% of internet users worldwide (Bhattacharyya & Bose, 2020). This paper aims to explore how Amazon, a global e-commerce and technology company, uses its website and Facebook page to connect to its target audience.
Amazon’s website is located at www.amazon.com and presents an online marketplace where users can buy or sell different goods. The first thing that one sees when visiting this website is the statement that Amazon ships more than 45 million products around the world and numerous categories of goods with photos. On the side menu, users can find Amazon’s services, as well as various products on sale divided into categories. The website allows visitors to sign in and use the cart with the chosen products. This website provides no information about the company but offers detailed descriptions of products on sale. However, on the bottom menu, one can see links to web pages containing company information. For example, the link “About Amazon” leads to another website, www.aboutamazon.com, where users are introduced to the company’s mission, activities, workplace, and other details. From this information, one can learn, for instance, that Amazon’s business includes Amazon Store, devices and services such as Alexa and Fire Tablets, Amazon web services, and entertainment (Amazon, n.d.). Thus, the company’s main website is an online store, while the company’s information is located on another website.
Amazon has a verified Facebook page entitled Amazon.com. The page is liked by 29,691,221 people and followed by 29,129,077 people (Amazon.com, n.d.). On its Facebook page, the company publishes posts with information about Amazon’s activities and services that help build a positive company image in customers’ minds. For example, Amazon informs the audience about its use of electric vehicles, its corporate campus providing support to families in need, and its employees’ stories. Furthermore, it publishes customer reviews and congratulates its audience on various holidays. Hence, it may be concluded that Amazon uses the website to provide customers with factual information about the company and products on sale. In contrast, its Facebook page is used to build a positive company image and engage with the customers.
The audience of Amazon’s website includes people who want to sell their products or buy products offered by other people or on Amazon. The website targets both new customers since it provides detailed information on how to buy or sell products using this website. It is also intended for existing customers because it has a sign-in feature allowing for managing and customizing a personal account, which makes the website convenient for use multiple times. The audience of Amazon’s Facebook page is the company’s current customers and other stakeholders. This is because the content of the page aims at establishing relationships with the customers and provides useful information to stakeholders showing that the company adheres to corporate social responsibility.
The overlapping types of information presented on Amazon’s website and Facebook page are the overview of the company’s products and services, such as Alexa, and the information on how to use the company’s services, for example, how to make a return. The information unique to the company’s website is details about products and services, which are needed for customers to make purchases. The information unique to Amazon’s Facebook page is posts published for fun, congratulations on holidays, and videos depicting Amazon’s employees at work.
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