Advantages and Disadvantages of Social Media Advertising

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
AIMS AND OBJECTIVES.............................................................................................................1
LITERATURE REVIEW................................................................................................................2
Terminology of Digital technology and its implication on business activities...........................2
Uses of Social Media Advertising...............................................................................................3
Benefits and limitation of social media advertising....................................................................3
RESEARCH METHODOLOGY....................................................................................................4
TIME SCALE..................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Research Tittle
“To explore the impact of social media advertising on marketing functions of an organisation: a
case study on Marks and Spencer”
Digital technology has created boom in the business world by enabling various growth
opportunities such as easy marketing and promotion, access to online buying and selling,
maintenance of record etc. It is the advancement with came up with various tool which has
reduced manual workload in million of organisation (Bilgihan and Bujisic, 2015). Like the Bio
metric system has assisted organisation in making digital record of employee’s attendance. This
has made easy process of Human resource department for managing salary function. However,
the advancement of cloud computing has assisted enterprises in managing digital record of
necessary business information which has reduced the chance of losing data and missing
information (O'Keeffe and Clarke-Pearson, 2011).
However, the study is focused on analysing impact of social media advertising in
marketing function of Marks and Spencer, which one of the leading enterprise in UK. With the
emergence of E commerce the company has started offering its products and services online
which helped the organisation in developing loyal customer base worldwide (Lai, 2011). Thus,
the study will outline implication of social media advertising on marketing services of retailer, as
it is the common tool of digital advancement which has revolutionised promotional services of
several entities (Meskendahl, 2010).
AIMS AND OBJECTIVES
Aim
“To explore the impact of social media advertising on marketing functions of an organisation: a
case study on Marks and Spencer”
Objectives
 To explore the implication of digital technology on business activities.
 To analyse the use of social media advertising on Marks and Spencer. To ascertain the advantages and disadvantages of social media advertising.
Question
 Explain the implication of digital technology on business activities?
 Explain the use of social media advertising in business activities of Marks and Spencer?
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 What are the advantages and disadvantages of social media advertising?
Rationale of Study
The motive behind conducting this study is to ascertain risk involved with digital
marketing. Further, the research is for academic purpose which will helps on boosting
knowledge about various tools of social media commercials. In addition it will assist in
determining benefits and limitation of online marketing which can be obstacle for marketing
function of retail enterprise.
LITERATURE REVIEW
Terminology of Digital technology and its implication on business activities
According to Wang, Law and Fong, 2015, digital advancement has succeeded at very
past pace and now has become necessity of modern Era. The tools of technological advancement
have made easy management of every function in education institution, travel and tourism, retail
business, hospitals etc. However it has been analysed that there are numerous technological tools
which has created access to worldwide communication. For example online booking system has
made easy for the customer in comparing and contrasting prices and booking services according
to their convince 24*7 whereas use of Smartphone, emails, social media platform has established
easy mode of communication. Similarly, Oldham and Da Silva, 2015, has stated about strategic
alliance of competitors which has been successful with the digital connection between rivalry
firm. Apparently, there are numerous of Digital technology which has made easy recording and
management of essential information. Cloud Computing is digital recording of data in which the
firm maintain record of all the consumer data which helps in reducing risk of missing
information. The scholar also discussed about the use of social media advertising, with the help
of which the marketing department of organisation is able to freely advertise about their products
at global level. In this the focus of team is to analyse most trafficked social media platform.
Apart from this, the risk is related to consumer response on commercial. Thus, as per the
discussion it can be sated that digital technology has revolutionised the activities of business
world by making easy managing of all the functions. Emergence of digital tools has made easy
management of business activities but on other had it has established transparency between
organisation and customer which can impact value of companies products and services.
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