Based on week 3 assignment, the following variables have been identified:

Profitability of Amazon

Social Media

International Performance of Amazon

Customer Loyalty

Marketing Strategy

Brand Perception

Profitability of Amazon is a dependent variable while Social Media, International Performance of Amazon, Customer Loyalty, Marketing Strategy, and Brand Perception are the independent variables. Each variable is defined as:

            Profitability of Amazon: Since Amazon is a for-profit organization, the main objective of the company is to increase its profitability in terms of financial returns while maintaining its brand name, image, quality, and commitment to customers. Almost all of the Amazon strategies revolve around increasing the company’s profitability and the whole team of company tirelessly and continuously works to increase the profitability of the company. Profitability of Amazon is not an independent term as there are hundreds of factors that impact the profitability either in a negative or positive way, hence it is considered as a dependent variable (Soskin).

        Social Media: Since Amazon is an e-commerce company, its profitability highly depends on social media platforms such as Facebook, Instagram, and Twitter. The users of these sites get information about Amazon when they log in to these platforms and they order the stuff they need that contributes to the company's profitability (Kaplan).

        International Performance of Amazon: Amazon has become an international brand as the company has started investing in foreign countries such as Italy and India that highly affects the company's profitability (Pride).

             Customer Loyalty: customer loyalty is a consistently positive emotional experience, customer satisfaction based on physical attributes, and perceived values of customers. If the customers are loyal, Amazon does not have to worry about the competitors because loyal customers do not switch the brands that contribute to the company's profitability (Gefen).

        Marketing Strategy: it is the strategy of Amazon that combines the marketing objectives of the company into a comprehensive plan. Since Amazon is an e-commerce-based company, its profitability highly depends on the marketing strategy because this is how people get to know about the company’s products and services (Newcombe).

        Brand Perception: it is a special result of consumer experience with Amazon as a brand so it is a very important factor affecting the profitability of Amazon.

 Write at least two testable (falsifiable) hypothesis for each research question.

 Question 1. What is the impact of  social media on the profitability of the Amazon?

The hypothesis for Question 1

H1₀: Facebook, Twitter, and Instagram do not significantly affect the profitability of Amazon.

H1₁: Facebook, Twitter, and Instagram significantly affect the profitability of Amazon.

H2₀: Facebook, Twitter, and Instagram do not positively contribute to the profitability of Amazon.

H2₁: Facebook, Twitter, and Instagram positively contribute to the profitability of Amazon.

Question 2: How the international performance of Amazon can be enhanced?

The hypothesis for Question 2

H1₀: International performance of Amazon does not significantly affect the profitability of Amazon.

H1₁: International performance of Amazon significantly affect the profitability of Amazon.

H2₀: International performance of Amazon does not positively contribute to the profitability of Amazon.

H2₁: International performance of Amazon positively contributes to the profitability of Amazon.

Question 3: What is the impact of the marketing strategy on the customer loyalty of the Amazon?

The hypothesis for Question 3

H1₀: Customer loyalty of Amazon does not significantly affect the profitability of Amazon.

H1₁: Customer loyalty of Amazon significantly affect the profitability of Amazon.

H2₀: Customer loyalty of Amazon does not positively contribute to the profitability of Amazon

H2₁: Customer loyalty of Amazon positively contribute to the profitability of Amazon

Clearly define the relationship of the variables in that hypothesis.

        Since Amazon is e-commerce company and its most of the marketing strategy depends on social media so the expected relationship between social media and profitability of Amazon is positive because when people see the Amazon ads on Facebook, Twitter, or Instagram, they order the stuff from Amazon that adds to the revenue of the company.

        The expected relationship between the international image of Amazon and the company's profitability is positive because international image means international customers will start buying products from Amazon.

The expected relationship between customer loyalty and profitability of Amazon is positive because loyal customers do not switch the brand.

The expected relationship between marketing strategy and profitability of Amazon is positive because this is how people get to know about the goods and services that the company is offering along with promotional offers and discounts.

The expected relationship between brand perception and the profitability of Amazon can be negative as well as positive. If the brand perception about Amazon is positive, then it will positively contribute to the profitability of Amazon and vice versa.

Write a hypothesis, related to each research question that is not testable (falsifiable). (Note: you will find that this is much harder to do—may be impossible.)
Untestable Hypothesis for Question 1

Facebook, Twitter, and Instagram are not social media platforms and not linked to the profitability of Amazon.

Untestable Hypothesis for Question 2

International performance of Amazon does not exist to contribute to the profitability of the company.

Untestable Hypothesis for Question 3

Customer loyalty is not important for Amazon to affect the profitability of the company.

Briefly discuss the data you would collect to actually test the testable hypotheses.

            The data for the above variables would be collected through primary research using a questionnaire as a data collection tool. A questionnaire will be designed consisting of different questions regarding the dependent variable and each independent variable and will be distributed among 50 employees of the company through an email. The identity of the employees will be kept secret considering ethical reasoning. There will be three parts of the questionnaire; the first part will contain questions regarding demographics of the employees, the second part will contain questions regarding the experience of the employees at Amazon, and the third part will contain at least 3 to 5 questions about each independent variable as well as dependent variable. The previous researches on Amazon will also be studied along with the company's annual reports to make an observational analysis that how each independent variable affects the profitability of Amazon.

References of Report on Succinctly identify and define each of the variables.

Gefen, D. (2002). Customer loyalty in e-commerce. Journal of the association for information systems, 3(1), 2.

Kaplan, A. M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.

Newcombe, C. R. (2015). How Amazon web services use formal methods. Communications of the ACM, 58(4), 66-73.

Pride, W. (2008). Marketing. Cengage Learning,

Soskin, D. (2010). Net Profit: How to Succeed in Digital Business. John Wiley & Sons.