Analysis of the Role of YouTube in Organisational Marketing Strategies

This analysis explores the role of YouTube in facilitating organisational marketing strategies. It discusses the research methodology, including research paradigms, approach, and design. The data source is secondary data, and the data collection method is secondary data collection. The study focuses on the interpretivism research philosophy, inductive research approach, and exploratory research design. The analysis provides insights into the impact of YouTube on marketing strategies.

AN ANALYSIS OF THE ROLE OF SOCIAL MEDIA
PLATFORM; YOUTUBE IN FACILITATING
ORGANISATIONAL MARKETING STRATEGIES
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Table of Contents
SECTION 3: Method & Methodology.......................................................................................3
3.0 Introduction......................................................................................................................3
3.1 Research outline...............................................................................................................3
3.2 Research paradigm...........................................................................................................4
3.2.1 Research Philosophy (Interpretivism research philosophy)......................................4
3.2.2 Research approach (Inductive research approach)....................................................5
3.2.3 Research Design (Exploratory research design)........................................................6
3.3 Data source (Secondary data)...........................................................................................7
3.4 Data collection method (Secondary data collection)........................................................8
3.5 Data analysis technique (Secondary thematic data analysis)...........................................9
3.6 Ethical considerations.....................................................................................................11
3.7 Research Limitations......................................................................................................12
3.8 Research timeline...........................................................................................................13
3.9 Summary.........................................................................................................................13
Reference list............................................................................................................................14
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SECTION 3: Method & Methodology
3.0 Introduction
Selecting research methodology is an important part of the research project as it helps to get
trustworthy research outcome. It is the responsibility of researchers to evaluate all kinds of
methods and select the appropriate one for conducting research as per requirement.
Evaluation of different methods allows researchers to develop a clear understanding of the
best way to determine solutions of identified issues related to the research topic. This chapter
of dissertation is focusing on research paradigms including discussion on research design,
research philosophy, and research approach. This chapter is also concerned with different
data collection method that can help the researcher to conduct the research and gain desired
objectives. The appropriate method of data collection and data analysis have been that has
been considered in this case, have been mentioned. Moreover, a proper timeline of research
and different ethical considerations are also discussed in this chapter of dissertation. Ethical
consideration can help the researcher to eliminate any sort of legal complications during
conducting this research.
3.1 Research outline
Research outline is system of forming a framework that can help to conduct the research by
following a proper methodology. As opined by Saunders et al. (2018), framing a proper
research outline helps a researcher to gain desired objectives in a proper way. Moreover, flow
of research can be maintained by the help of research outline. It is a preliminary action that
needs to be performed at the beginning of research methodology. This can help both
researchers and readers to gain a proper understanding regarding the methodology that has
been adopted to perform research. A proper research outline has various advantages while
performing a study. This step of methodology gives an idea about the way that researcher is
following to achieve the aim and objectives. Moreover, Arantes do Amaral et al. (2018)
argued that research outline helps to set goals that need to be achieved while performing
research. In addition, organization of the research work can be done in a proper way through
the help of this process. Appropriate designing of research outline helps to complete the
process of data collection and analysis in the given time (Thomann and Maggetti, 2017).
Research outline for this study is given below:
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Methodology Outline
Philosophy Interpretivism
Approach Inductive
Design Exploratory
Sampling technique Secondary
Data analysis Thematic
Table 3.1: Research outline of this study
3.2 Research paradigm
Different approach to research can be discussed in this section of methodology. Paradigm is a
Greek word, which means pattern. Hence, this section can help to set a pattern of research by
selecting different methods and models. As opined by Gehman et al. (2017), research
paradigm is considered as a set of beliefs and values regarding subject matter and population
upon which research will be conducted. Proper choice of paradigm helps to fulfill all the
criteria of research and objective can be gained successfully. Under this section, research
approach, design and philosophy have discussed that help to lay a path of conducting a study.
3.2.1 Research Philosophy (Interpretivism research philosophy)
This part of methodology deals with source and development of knowledge about the subject
area. As stated by Kumar (2019), research methodology can be said as a belief regarding
different ways that can help to collect and analyze data about a phenomenon. In research
onion, philosophy is placed in the outer layer that denotes it is the first criteria that needs to
be fulfilled by the researcher. In business research, it is essential to discuss regarding
philosophy that helps to show depth of the study. There are different types of research
philosophy that includes positivism, interpretivism, and pragmatism. In pragmatism research
philosophy, concepts of a study are accepted as relevant, if they support actions. As per
ideology of pragmatics, research questions are considered as the most essential determinant
of a philosophy. If pragmatism is adopted in a study then multiple research methods can be
applied like qualitative and quantitative. On another hand, positivism research philosophy is
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based on observations and factual knowledge. It only supports quantitative research approach
that helps to conduct observations and statistical analysis (Mackey and Gass, 2015).
However, interpretivism philosophy helps researchers to interpret different elements of a
subject area in a proper way. In-depth research can be conducted through the help of this
research philosophy. Data collected by interpretivism approach helps to input personal
viewpoint and values. Moreover, data collected through this approach can help make proper
understanding of the subject area. Hence, for conducting this research, interpretivism research
philosophy has been chosen.
Justification for choosing interpretivism research philosophy
In this research, primary data collection regarding the role of social media cannot be
collected. Secondary research method has been applied to analyze the role of social media
that facilitates organizational marketing strategies. This purpose can only be solved by the
help of interpretivism philosophy. As stated by Silverman (2016), data collected by
interpretivism philosophy has high level of validity because data are trustworthy and relevant.
Hence, different roles of youtube can be analyzed and in-depth knowledge can be gathered by
the help of this philosophy.
3.2.2 Research approach (Inductive research approach)
Research approach is another essential tool of methodology, which helps to conduct research
program in a proper direction. Choosing proper research approach helps to gain desired
research outcomes. As stated by Taylor et al.(2015), correct selection of research approach
helps a researcher by directing in the right way. Deviation from the right way can cause
failure in the research, which can cause loss of resources like time and money. A deductive
research approach is a popular approach that is adopted by many researchers for developing
and testing hypotheses. Hypothesis of research is developed on the basis of theories that are
pre-existed. Moreover, it helps in generalizing from general to specific. On the other hand,
abductive research approach helps to provide an explanation of the problem statement or
puzzle that are encountered earlier by the researcher. In inductive research approach,
generalization happens from specific to general. Different theories can be proposed at the end
with the help of observations. In this study, inductive research approach is chosen.
Reason for selecting inductive research approach:
In this research, no hypothesis is drawn that needs to be tested. Hence, inductive research
approach is chosen that can help to achieve research questions, aims, and objectives at the
end of the research process. Different theories regarding the role of social media platform that
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facilitates marketing strategies can be developed. This can help to gain proper understanding
of the subject area. Answers to research questions can be explained by collecting relevant
data that can help achieve research objectives.
3.2.3 Research Design (Exploratory research design)
This is another essential part of research methodology, which helps to develop a proper
framework for analysis. Research design can be considered as a tool that helps in elaboration
of a proper pattern. As opined by Quinlan et al.(2019), research design can be used to
develop popper research methods and models, which can help in data collection and analysis.
There are different types of research designs that include exploratory research design. This
design helps to generate insights about a given situation. Moreover, this research design helps
to collect non-quantitative data from selected population. On the other hand, explanatory
research design helps researchers to build a proper understanding regarding causes and
effects of a problem. In addition, descriptive research design helps incomplete evaluation of
given factors and helps in testing of hypothesis. Hence, in this research, exploratory research
design has been chosen that can help in collection of data and analyzing.
Cause of choosing exploratory research design
This design is chosen because it can help to explore different research questions of this study.
As stated by Fletcher (2017), exploratory research design does not aim in providing a final
conclusive answer rather it helps in exploring the problem. Advantageous aspects of this
research design have been evaluated before this research and based on those facts these
research designs have been selected for this project. Selection of this design helps to increase
understanding of the topic. Researchers have been allowed to collect in-depth information
regarding the research topic by considering exploratory design. In addition, it can be stated
that this design has allowed researchers to explore present literature on the topic for
generating new insights. As mentioned by Taherdoost (2016), this research design allows
testing present concept of researcher regarding the subject of the research. This aspect has
helped in this case to identify potential gap in knowledge regarding role of platforms of social
media on marketing strategies of organizations. This design has contributed to identifying
potential solutions that can mitigate issues related to the research topic.
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3.3 Data source (Secondary data)
Data can be differentiated into two different kinds including primary and secondary data.
Information collected from the respondents based on their practical experiences is considered
as primary data. As opined by Kothari (2004), collection of data from previous research
works and literature are called secondary data. It is important to understand the requirement
of research before choosing appropriate sources of data. Various advantages and
disadvantages of secondary data exist and after evaluating all of these aspects, data source
have been chosen. Secondary data sources help in international comparative studies and this
kind of data is useful in case of longitudinal studies. Research has got the opportunity to
study past and present theories and concepts related to the impact of social media marketing
on business. As previous researchers have proven their point with evidence, it can be said that
secondary data is more authentic for considering for research work. On the other hand, Wiek
and Lang (2016) have mentioned that authenticity of source of data must be checked before
collecting secondary data for avoiding error in result. There are many sources of secondary
data that provide information without proper evidence and this kind of sources has been
avoided in case of this research project.
In this research project, secondary data is being collected from authentic sources. Authentic
journals, books, and databases have been considered as main sources of secondary data. This
research is about assessing role of social media channels on marketing strategies of
organizations. Information related to this topic has been considered an appropriate source of
data. However, many authors of secondary sources do not provide permission to others to
study their projects. In those cases, researchers are bound to pay accordingly for permission.
Secondary data sources consist of theories and models that support understanding research
topic. As opined by Aithal (2017), the focus of previous researchers on theoretical
framework, allow researcher to research on similar theories that can support their research. In
case of this research project, researchers have understood that the ritual theory is related to
the role of social media channels on marketing strategies of companies. After realizing this
fact, researchers have focused on searching for secondary resources that have discussed this
particular theory. On the other hand, secondary sources have shed light on different potential
issues that are being faced by organizations due to the strong impact of social media platform
on marketing strategies of firms. Previous researchers have mentioned that different
stakeholders of companies get affected differently by marketing strategies implemented by
organizations. Social media has successfully connected stakeholders of business. Relying on
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the secondary data sources have helped researcher t understand both positive as well as
negative impact of social media on decision making by managers of organizations while
making marketing strategies. Time and cost efficiency of availing secondary resources attract
researchers towards this kind of data. Researchers get data easily without proving much
effort. For this reason, secondary data is more preferred than primary data. However, biases
are more often in case of secondary data and it may lead to generation of incorrect research
outcome.
3.4 Data collection method (Secondary data collection)
Different kinds of techniques are there for collecting appropriate data for research project.
Among all these techniques, one is selected by researcher as per the requirement of the
research. However, McCusker and Gunaydin (2015) have narrated that both benefits and
drawbacks of data collection technique must be studied before selecting an appropriate one.
In case of this research project, secondary data has been collected from authentic and reliable
resources including databases, books, and journals. Keywords related to research topic have
been used to search for relevant resources. Using has helped to gather specific information
within minimum time period. Secondary data collections save time and it is easier to
complete research within minimum time period. Simplified process of data collection has
helped researchers to cope up with time constraints. On the other hand, revolution change in
the availability of internet has increased accessibility. As opined by Cuervo‐Cazurra et al.
(2017), anyone with an internet connection may access information of previous researches as
per their choice. However, researchers have faced that some of the contents are locked and
author’s permission is required to read those documents. In those cases, researchers have
respected the approaches of those authors and did not try to read that information without
consent of the authors.
One major advantage of collecting secondary data is its lower cost. Secondary data collection
is cost-efficient. In this case, the researcher was bound to complete the entire project within a
limited budget. This data collection technique has been selected due to its cost efficiency.
Antwi and Hamza (2015) have mentioned that reviewing secondary data helps to generate
new insights and helps researchers to understand new perspectives towards research topic. In
this case, previous research papers related to the role of social media in facilitating marketing
strategies of organizations have shed light on new perspectives and have allowed researchers
to explore those perspectives for generating new insights regarding the chosen research topic.
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Researcher has not gathered primary data. However, the result of analysis of primary data
collected by previous researchers has been analyzed properly. This aspect has helped to
understand different perspectives of stakeholders of organizations that use social media for
marketing. It has been easier to understand changes in thinking process of management of
organizations while developing marketing strategies due to the existence of social media
platforms. As stated by Wiesche et al. (2017), secondary data collection allows to focus on
specific areas and researchers are able to gather in-depth information related to specific areas
associated with research topic. In the case of this project, all potential issues related to
research subjects have been identified and researchers have figured out possible solutions that
can help in mitigating identified issues. This approach of the researcher has helped in
generating trustworthy outcome from research. In addition, collection of secondary data have
supported in comparing different perspective of different previous researchers.
However, secondary data collection techniques have drawbacks as well and disadvantageous
side of this method has been evaluated before collecting secondary data. As opined by Pruzan
(2016), lack of accuracy in secondary data may lead to generation of incorrect outcome.
Many authors become bias while writing the result part after data analysis. It is possible for
researchers to gather bias data. For avoiding this drawback, analysis part of data of each
selected secondary sources have been reviewed. The researchers have provided the best effort
to avoid collection of biased information to ensure the generation of error-free research
outcome. There is a high chance of selecting outdated information and it may lead to
inaccurate result generation (Wallace and Sheldon, 2015). In the case of this project,
researcher has selected journals, books and database information that has been published in
recent years to avoid inappropriate consequences due to outdated data. Hence, it can be said
that collection of secondary data from authentic source have helped to generate bias-free,
reliable and accurate outcome.
3.5 Data analysis technique (Secondary thematic data analysis)
Selection of data analysis technique is done based on type of gathered data. Different
techniques are there that allow analyzing data and after proper evaluation of all alternatives.
As stated by Silverman (2016), both benefits and drawbacks of data analysis methods require
to be checked before considering a particular one. In case of this research project, thematic
analysis of collected secondary data has been done to achieve trustworthy research outcome.
Thematic analysis of data has helped to understand different viewpoints of authors regarding
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the role played by social media platforms in facilitating the marketing strategies of
organizations. Researcher has studies theories that have been described by previous
researchers for supporting their content. On the other hand, Bernard et al. (2016) have
mentioned that different perspectives of important stakeholders of business towards impact of
social media on marketing strategy of firms have been understood clearly. Selection of this
particular data analysis method has helped to study past experiences of individual researchers
while conducting research on related topics. This aspect has helped to identify potential
issues related to the subject of research. One major advantage of thematic analysis is that this
technique is supportive to interpretation of themes with evidence from previous research
Phillippi and Lauderdale, 2018). After collecting secondary data, the research has developed
themes that can lead to generation of new insight. These themes have been interpreted in the
further part of this dissertation. Based on these interpretations, summary of the research has
been written. However, researchers have explored different facts associated with the subject
of research through thematic data analysis. Flexibility of thematic analysis technique has
helped to study as well as understand different theories and their applications. It can be stated
that thematic analysis provides opportunity to enrich knowledge regarding different
theoretical approach related to facilitation of marketing strategies of organizations such as
Apple, Samsung, and Huawei by social media platforms. These organizations are trying to
comply with technological revolution and they are considering social media sites for
promoting their products and services.
However, thematic analysis has drawbacks as well and those aspects may lead to generation
of inaccurate outcome. As mentioned by Chauvette et al. (2019), being flexible by nature,
thematic data analysis does not allow researchers to focus on particular nuance data and this
fact is potent enough to create error in the final result. It is very important to consider
theoretical framework while analyzing data to overcome limitation of interpreting themes.
This data analysis technique is supportive of identification of current trends. Biasness is
another drawback of secondary data and it may influence thematic analysis negatively.
However, the researchers have avoided all kinds of biases while doing thematic analysis of
secondary data. Only relevant articles, books and databases have been reviewed during
development and interpretation of themes.
Themes of this research are mentioned below,
- Benefits of considering social media platforms while developing marketing strategies
- Impact of social media marketing strategy on important stakeholders of business.
- Role of social media platform in facilitating decision making by managers
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- Theoretical approach plays an important role in understanding the impact of social
media on marketing strategy of organizations.
Table 1: Critical Review of Companies’ Strategies on YouTube
Year/
Company Name
2015 2016 2017 2018
Apple
Samsung
Huawei
3.6 Ethical considerations
It is often believed that secondary research does not involve any ethical approval or
consideration. However, in reality, different ethical issues need to be considered while
performing secondary data collection. Permission from supervisor has been taken on behalf
of institution for collecting data for this research. Moreover, proper communication with
supervisor has been maintained throughout the study, which has helped to increase
transparency of the study. As stated by Johnston (2017), secondary research involves
collection of data from articles and papers of other researchers. Hence, content from those
researchers is essential. In this research, consent from all related researchers is gained and
proper subscription charges are provided during retrieving these journals.
Secondary data collection is a highly ethical approach that helps in reducing burden from
respondents. During collection of secondary data, a researcher may confront different issues
that include privacy issues, intellectual property issues, and conflicts of interest. Hence, data
is collected by maintaining rules and regulations prescribed by the data protection act 2018.
Maintaining rules can help the researcher to avoid any breach of data, which can cause loss of
reputation and resources. Data are collected from relevant sources by giving required
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subscription charges. Cloud technology is used to store data and authorization is given to few
persons who are related to this project of business study.
In addition to this, during conducting this research proper credit to the previous researchers
has been given. This is an essential ethical issue that helps to increase transparency of data
collection and analysis process (Engel, 2016). Different journals and articles of other
researchers have been collected on social media and its implications on business marketing.
Information that is taken from these materials is properly cited. Hence, this has helped to
conduct this research in a proper way by eliminating different issues.
3.7 Research Limitations
While conducting this research, different limitations have been encountered by the
researcher. This includes lack of time as secondary research has been conducted. Secondary
data collection and analysis is time-consuming that involves collection of resources, sorting
those resources under relevant themes and analysis of information (Clarke and Cossette,
2016). Lack of adequate time has created a barrier in this research. Lack of time has
hampered the process of data analysis, which requires proper time to set themes and conduct
analysis of gathered resources. This can help the researcher to discuss different implications
of social media in organizational strategies. Moreover, financial budget of this research is
low, which has created lots of problems that include lack of resources. Assessing different
relevant and updated journals and articles requires huge subscription charges. Without
adequate financial resources, a project cannot be completed successfully.
Another limitation of this research is authentic data that is retrieved from updated journals
and papers. Majority of obtained paper contains biased answers with errors and old
information. Business marketing and social media are changing with changing demands of
the market. Regular change can be viewed in marketing strategies and social media. Hence,
updated journals and articles are only required to fulfill the criteria of this study. As opined
by Mayer (2015), collection of updated and error-free information can help a researcher to
gain desired outcomes from a project.
Researchers have faced another essential limitation of relevancy of retrieved material. It was
found that many gathered resources have inadequate description and information about social
media platforms like YouTube and its role in organizational strategies, especially in
marketing. This is because applying social media in business is a new concept that has been
adopted by some big and medium enterprises. Hence, scarcity of data has been faced by the
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researchers. If these limitations were not there, more accurate result could be generated from
this research.
3.8 Research timeline
Figure 3.1: Timeline
3.9 Summary
In this chapter, different methods and models are discussed that has helped the researcher to
conduct this study in a proper way. A research outline is described, which has provided the
route that has been followed by the researcher. Moreover, research paradigm is described in
this part of dissertation. Different parts of paradigm that consists of philosophy, approach and
design are discussed in a detailed way. For completing this research, interpretivism
philosophy is also selected in this part. In addition, inductive approach has been selected to
conduct this study. This can help the researcher to gain desired objectives and achieve
answers to the research questions. Answers to research questions can be achieved by
exploring different aims and objectives. Hence, exploratory research design has been chosen
for this research. Secondary research is done in this study and data is collected on the basis of
different themes. Thematic study and analysis are selected to collect and analyze data under
some predetermined themes. Different ethical considerations have been mentioned in this
chapter of dissertation. Collecting consent from previous researchers, maintaining
transparency and protecting data from any breach are some major ethical considerations that
are adopted in this project. Several limitations of this study are also described that has created
a barrier in front of researchers. A proper timeline is added at last that contains time frames
and schedules of this research.
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