[FULL ACCESS] Digital Technology and Cyber Frauds

The assignment provides references to books and journals related to social media marketing, entrepreneurship, and sustainable tourism. It also touches on the use of social media by national tourism organizations and the role of social networking in global business environments.

Literature review

TABLE OF CONTENTS
INTRODUCTION:..........................................................................................................................1
PROJECT OBJECTIVE..................................................................................................................1
PROJECT SCOPE...........................................................................................................................1
LITERATURE REVIEW................................................................................................................2
CONCLUSION................................................................................................................................8
REFERENCES:...............................................................................................................................9

Advantage and disadvantage of using social network in business
INTRODUCTION:
Businesses are using digital technology to a great extent. It has allowed them to improve
its efficiency and process by implementing modern tools and equipments. Also, business are
focusing on improving product and service quality by using technology. Digital technology is
being used in every department of business (Schaltegger and Wagner, 2017). But it is highly
used in marketing of products through social networking sites. This is because today generation
is using networking sites to a great extent. They spend most of their time on this. So it has
created a platform for business to advertise their products via social network. This has given
them an advantage to increase customer base by attracting large number of people. But on the
other hand it has created some disadvantage to business.
PROJECT OBJECTIVE
The objective to this project is to identify how social media has affected the overall
business operations.
Aims and objectives are:-
 To analyse the Impact of using social media in different departments and functions.
 To analyse advantage and disadvantage of social network in business operations
 To find out how social network has changed the process of overall business operations
PROJECT SCOPE
This research project will help in understanding of impact of social media on business. It
will help in finding out how social network can be used by business to improve its operations.
Moreover, by doing this project it will show business on how it can eliminate disadvantage of
social network by taking appropriate actions. Besides this, how business can achieve its goals
and objectives by effectively communicating, marketing of products, etc.

LITERATURE REVIEW
Social network has provided several benefits to business in various operations. It has
provided ease in business activities. According to (Bryman and Bell 2015), social media has
given several benefits to business. The overall business process and methods are modified. It has
provided flexibility in different activities and task. As per view of (Hair Wolfinbarger and Page,
2015), there are various advantage of using digital technology in business. Firstly it is being used
to promote and advertise products. By using different networking sites such as Facebook, twitter,
etc. business has transformed its ways of marketing. Now they are not using traditional
marketing methods for advertising. Social network has reduced the cost of advertisement. By
using this large number of people can be attracted through single platform. As elucidated by
(Kasemsap, 2014), another advantage that organisation has got is it has helped them to monitor
its marketing strategies using digital marketing. This is done by measuring traffic on company
website and webpages. This helps in evaluating how many people have visited their website. In
the opinion of (Robison and Ritchie, 2016), the communication process between employee and
management has improved in business. This has provided ease in operations through smooth
flow of communication. Instruction and training are provided by using modern techniques. It has
improved efficiency and productivity of employee as well as business.
This is on considering the use of social networking in today’s modernised businesses that
are much more concerned about adopting various digitalised methods to operate the business in
the most effective form. It is mainly to satisfy the changing requirements of the customers who
are very much involved in different social media tools and techniques. As a result, to which,
social networking has become an important part of their daily life and is supporting in their
routine activities. (Denscombe, 2014) stated that on relating the use of social media technologies
in the business, it is apparent to create brand awareness in the consumers who are very much
concerned about using social media on regular basis. It is with assistance of an influential and
pertinent content to grab the attention of potent consumers to increase the perceptibility of the
brand.

(Cao, Simsek and Jansen, 2015) with a distinct consent have supported the aspect of
brand reputation which is evident to increase with effective social media strategies for
advertising the products and services. This leads to give an instant respond of the clients with
cost effective measures to increase the traffic of the websites. This is also apparent to increase
the interaction of the customers with that to the organisations with improved services and
deliveries, etc. Also, social networking can help the entity to get direct feedback from the
customers where the positive feedbacks are apparent to encourage other potential clients.
However, there together exists some other vital benefits of using digital media that makes it easy
for the company to target the audiences and create a sense of loyalty in them.
According to the view of Bruhn, Manfred, Schoenmueller and Schäfer, (2012) informal
organization assumes an exceptionally significant part in the business endeavor by which
enterprise can without much of a stretch enhance its current execution and procedure of business.
At the point when individuals meet in social networking and offer their thoughts, encounters and
their dynamic suggestions it will act the same as like correspondence with board group of
onlookers for the further improvement of procedures. By the acquaintance of social networking
with business, organizations would have the capacity to come to think about different suggestion
and change with the assistance of different criticisms. This getting of the criticisms by their
potential clients organization can enhances its administrations and keep up their client's
connection dynamically. Additionally, by the assistance interpersonal interaction can advance
their new presentations in the market. Different online networkings, for example, Facebook,
Instagram, twitter and other can go about as significant asset to the organizations which can
make their items slanting and result in the considerable benefit making to the organizations.
Another utilization of these long range interpersonal communication can act with the assistance
of web-based social networking, in this with appropriate correspondence, for example, by
utilizing Video calling methods and other data giving systems it has turned out to be particularly
simple for the organizations to mastermind their gathering with their customers and advance for
the improvement of better techniques. In connection to the activity exercises creators is likewise
centering towards the openings for work which is accessible in these interpersonal organizations,
for example, there are different sites, for example, Indeed and discovering employments and

other are working at wide range, these sites in informal community, give occupations to
individual based on their capability and as indicated by the prerequisites of the business
organizations. This utilization of social networking in the business organization will empower
them to work all the more easily and this will bring about their expanded productivity. There are
several technologies and tools in the present time which is used in the social network like Skype,
Facebook, Twitter, Instagram, Gmail, yahoo messengers, etc. These all techniques are generally
used in the social networking through which two and more than two people can easily share their
information, message to each other and carry out their activities in more effective and efficient
manner. In the business enterprise, corporation can share information between various functional
department with help of some software and technologies. Various functional department within
company can easily share information regarding business activities and functions with help of
social networking software and applications.
In the contradicting view Chan, Ling and Guillet, (2011) stated that social networks
helps to business unit in not only for communication but also in order to promote and advertise
commodity in the market. Company can generate its own web page on the internet and post their
information regarding product and services. Firm can easily share the images, pictures, videos
etc regarding commodity and services on the social media channels like Facebook, Instagram,
YouTube ad twitter. These channels assists to corporation in promoting and advertising its
product and services in the market.
In the opinion of Dinan, (2000) social networking have major advantage is related to
worldwide connectivity within business enterprise. With help of social networking software and
applications, corporation can generally connect with customer as well as other stakeholders.
Company can easily share the information regarding the business to all stakeholder either they
are within country or outside the country. Thus, it can be said that social networking is a
relatively new advancement in technology that have various platform's ad websites that people
can create personal profiles, share pictures, videos, text updates etc. As per the view of () social
networking have main utilisation in the business context is related to the connectivity and
transfer information from one place to another place regarding business and associated product
and services. Social networking assists to the business unit in increasing the profitability and

market share because with help of various systems and method corporation can easily promote
and advertise product and services in the market.
Facebook is a long range informal communication site for the distinct individual however
now it is likewise utilized by the organizations. It is a most well known device which is utilized
as a part of stay in contact with the companions and refresh different occasions and different
things. Twitter is characterized as a miniaturized scale blogging. In this online networking
advertising webpage, client of Twitter send a few Tweets which is much the same as a content
informing in 140 characters. Online networking is presently turned into an extensive stage for the
different associations with the goal that they can without much of a stretch market their items
and administrations effortlessly. In this unique situation, web assumes an imperative part which
expanded the correspondence between the objective individuals and an organization.
In the supposition of Fotis, John, Buhalis and Rossides, (2012) according to based on the
study which plant structure by Pew web Project's examination It was demonstrating that the 67%
online grown-ups are utilizing informal organizations. As per this information which is 67% of
the grown-ups are utilizing on the web wellsprings of the training all together for the
improvement their procedures. As indicated by this examination unmistakably the informal
community can be taken as the considerable resources for the improvement in business exercises
and to go about as the significant asset for new Entrepreneurs. Utilization of this informal
communication can be especially valuable to the business exercises in training level, for
example, different universities can apply these systems to pull in additionally number of
understudies for their higher benefit making and all together for the support of this they can
utilize person to person communication assets in their showing exercises and other. The primary
preferred standpoint of the informal community is the understudies can investigate to the further
points to which they are keen on and by the utilization of these interpersonal organizations they
would have the capacity to think further and create higher feeling of Education for themselves to
which they can't accomplish in their classrooms. Likewise, due to online networking these
understudies would have the capacity to interact with other understudy who are additionally
having similar interests and thoughts by which they can investigate increasingly and grow

facilitate dynamic thoughts and report for their advancement not at all like to their classrooms
where it is elusive companions which are additionally having similar thoughts.
According to the view of Hays, Stephanie, Page and Buhalis, (2013) within the business
enterprise, social media networking have major objective is to increase the numbers of customer
by display and inform about product and services. Corporation can easily attract large numbers
of customers by providing them relevant information about subject. In addition to this, social
networks helps to company in make easily the process of business because while company use
several platforms and techniques of social media then its overall cost and expenditure regarding
business operation can automatically reduce. This is one of the major advantage of the social
media by which company can overcome its business operation expenditure and cost associated
with business. In the earlier tie, corporation have to invest amount on the business operation and
activities in order to transfer information from one place to another place. Now a days, with help
of several networks and techniques of social networking firm can easily transfer the information
from one place to another without too much paper work as employees. The paper work is
overcome within the company with help of social networking application and software.
Furthermore, company can improve its business process and speed with help of the social
networking techniques. The speed of business operation and process can improve after
implementing social networking software, application and technologies within business
enterprise. In addition to this, corporation can easily enhance the customer satisfaction in the
market because customer can easily get the information regarding the product and services on the
internet. It helps to company in providing effective customer satisfaction in the market. Thus, it
can be said that social networking helps to the company in increasing customer satisfaction in the
market.
Disadvantages:-
The most popular disadvantage of using social network is that it has resulted in increase
in number of cyber frauds. Due to this there has a lot of crimes and attacks are occurring that has
lead to huge financial loss to business. According to view of (Prpić, Shukla and McCarthy,
2015), it is stated that usage of social media has increase in expenses of business. It has forced
them to implement high and strong security measures and systems. Also, they have to hire

qualified and skilled employees to monitor these systems. For this they have to pay high salaries
to them. As said by (Borgatti, Everett, and Johnson, 2018), business has to update their systems
in order to prevent it from viruses. Furthermore, using of social network increased risk of
hacking data of customers. There is also risk getting data duplicate. It has also given tool to
employee to misuse social network for their own benefit. They can provide data to other
company for financial gain. It will lead to loss of data.
(Schaltegger and Wagner, 2017), said that business needs additional resources for
implementing social networks. This adds to their cost thus increasing their expenses. Besides
this, it needs daily monitoring, so it becomes difficult for business to keep an eye of what is
happening on their website. Due to this it has diverted focus of business from other important
things. It is said by (Bryman and Bell 2015), that people give negative feedback of product on
website. So this is read by others that restricts them to purchase it. Also, it starts creating
negative and poor image of company and product in the market. Apart from this, sometimes false
comments done by people can also lead to poor image of product. Then, changes are done to
ensure that no such things happens in the future.
In opinion of (Hair Wolfinbarger and Page, 2015), companies have to make effective
social media policies. This takes a lot of time. Also, they have to regularly modify it due to
change in technology. This has to done to ensure that business follows laws and regulation of
government. They have to work under those rules. Hence, violating of them will lead to legal
action against business creating poor image. It will result in reduction in sales and profits.
Business has to access its application with certain limitations. This is because additional access
will lead to risk or threat of data loss or inefficiency in operations. This will also have an impact
on business performance.
According to (Robison and Ritchie, 2016), social media has given provided benefit as
well as limitations. It has provided ease to business operations but also increased risk of cyber
attack. Other than this, it has made it easier to promote products but has resulted in stiff
competition in the market. So it is said by (Cao, Simsek and Jansen, 2015), that technology is a
major threat to business. With development of technology it will lead to improvement in product

quality and services. Any negative comment will lead to poor image. Business have to update its
software and security systems to protect their data. Moreover, they have to regularly modify
policies and procedures. Also, they have to provide training to employee to ensure proper
functioning of software.
CONCLUSION
From this project it is concluded that social network has provided several advantages and
disadvantages to business. But mostly it has provided various benefits that has modified the
overall business operations. Through this it has become easy to do business. Apart from this, it is
summarised that every department is using social networks in its own way. They have developed
policies and procedures to use it. Also, it is been analysed that employee performance has
increased as communication process has become easy and fast. This has resulted in minimising
mistakes and reducing conflicts. Other than this it has resulted in intense competition in the
market as every business has focused on marketing their products via social media. Applications
and software are been developed by business to interact with customers. It has made it easy to
organise and manage things. The interaction with customers has become quick and efficient.
But using of social network has forced organisations to develop effective policies and
laws. It has allowed them to install strong security networks to keep its data safe. Also, they have
to spend a lot of amount on maintenance of applications and software. A separate infrastructure
has to be developed for storing of data. Along with this, increase in using digital technology in
business has resulted in increase in number of cyber frauds.

REFERENCES:
Books and Journals :
Borgatti, S.P., Everett, M.G. and Johnson, J.C., 2018. Analyzing social networks. Sage.
Bruhn, Manfred, Schoenmueller, V. and Schäfer, D., 2012. Are social media replacing traditional
media in terms of brand equity creation?. Management Research Review. 35(9). pp. 770-
790.
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Cao, Q., Simsek, Z. and Jansen, J.J., 2015. CEO social capital and entrepreneurial orientation of
the firm: Bonding and bridging effects. Journal of Management, 41(7), pp.1957-1981.
Chan, Ling, N. and Guillet, B., 2011. Investigation of social media marketing: how does the
hotel industry in Hong Kong perform in marketing on social media websites?. Journal of
Travel & Tourism Marketing. 28(4). pp. 345-368.
Denscombe, M., 2014. The good research guide: for small-scale social research projects.
McGraw-Hill Education (UK).
Dinan, 2000. Social marketing and sustainable tourism—Is there a match?. International Journal
of Tourism Research. 2(1). pp. 1-14.
Fotis, John, Buhalis, D. and Rossides, N., 2012. Social media use and impact during the holiday
travel planning process. Springer-Verlag.
Hair Jr, J.F., Wolfinbarger, M. and Page, M.J., 2015. Essentials of business research methods.
Routledge.
Hays, Stephanie, Page, S. and Buhalis, D., 2013. Social media as a destination marketing tool: its
use by national tourism organisations. Current issues in Tourism . 16(3). pp. 211-239.
Hjalager and Anne-Mette, 2010. A review of innovation research in tourism. Tourism
management. 31(1). pp. 1-12.

Kasemsap, K., 2014. The role of social networking in global business environments. Impact of
emerging digital technologies on leadership in global business, pp.183-201.
Prpić, J., Shukla, P.P. and McCarthy, I.P., 2015. How to work a crowd: Developing crowd
capital through crowdsourcing. Business Horizons, 58(1), pp.77-85.
Robison, L.J. and Ritchie, B.K., 2016. Relationship economics: The social capital paradigm and
its application to business, politics and other transactions. CRC Press.
Schaltegger, S. and Wagner, M. eds., 2017. Managing the business case for sustainability: The
integration of social, environmental and economic performance. Routledge.

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