Impact of Digital Marketing on Zara

Business Research Project

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Introduction...........................................................................................................................3
2.2 Literature review...................................................................................................................3
Theme 1: To evaluate the importance of digital marketing in business functioning..................3
Theme 2: To analyse the benefit of digital marketing in context of Zara...................................3
Theme 3: To identify the drawbacks of of digital marketing......................................................4
Theme 4: To recommend the ways through which the Zara can gain benefit by implementing
digital marketing and related practices.......................................................................................5
CHAPTER 3: METHODOLOGY...................................................................................................5
3.1 Research Approach...............................................................................................................5
3.2 Methodologies.......................................................................................................................5
CHAPTER 4: DATA COLLECTION AND ANALYSIS..............................................................7
4.1 Data Collection.....................................................................................................................7
4.2 Data Analysis........................................................................................................................8
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................16
Conclusion................................................................................................................................16
Recommendations.....................................................................................................................17
CHAPTER 6: Personal Reflective Statement................................................................................17
APPENDIX....................................................................................................................................18
1. Research Proposal Form.......................................................................................................18
Research Background ...............................................................................................................18
Aim............................................................................................................................................18
Objectives..................................................................................................................................18
Research Questions...................................................................................................................18
Literature Review...........................................................................................................................19
Research Methodology..................................................................................................................20
2. Research Ethics Form...........................................................................................................24
REFERENCES..............................................................................................................................29

CHAPTER 1: INTRODUCTION
Enclosed in appendix
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
In this competitive world, each business wants to stay ahead and that is why they try to
adopt every new technologies to promote their business. In the same way, Zara which is the
leading brand in fashion industry also wants to uses digital marketing in order to enhance the
company's overall financial performance. Th research is also helps to determine the impact of
digital marketing on Zara and its pros and cons for the business.
2.2 Literature review
Theme 1: To evaluate the importance of digital marketing in business functioning
According to Kingsnorth, (2019) Digital marketing is one of the important marketing
source for the business and more than 90% of the small and large business uses digital marketing
to reach wide range of public. Digital marketing provide equal opportunity for all kind of
business and it is consider more cost effective than traditional marketing, that is why company
such as Zara uses this. Further, it is the only marketing tool that helps to generate more revenue
and it also convey the heaps of gainful advantages for the business that appreciates better and
higher income.
On the other side, it is also evaluated by Rohm, Stefl and Saint Clair (2019) that digital
marketing has the ability to interact with large group of mass and also reach a global
marketplace. Through this, Zara can also determine or identify its audience and allow to create
brand loyalty as well. In addition to this, it has been realised that more than half of the population
uses social media and through digital marketing, the company also targeted more people that
helps to generate revenue. For Example, using social media as a marketing tool will help Zara to
sustain its online presence in market and also attract large group mass. Thus it helps to improve
the strength of marketing of Zara.
Theme 2: To analyse the benefit of digital marketing in context of Zara
As per the view of Chien and et.al., (2019) digital marketing such as social media helps
to improved the conversion rates, such that as Zara have its own website, then its customers can
easily reach with their products. Unlike other media, which requires people to go to shop and

spent time and money. But by using digital marketing, the company saves time and money.
Further another advantages of using digital marketing is such that it is cost effective as compared
to traditional marketing tactics. It has been further evaluated by the Crittenden and Peterson,
(2019) that digital marketing is consider the most measurable form of marketing because it can
be difficult to track the success of a traditional marketing campaign using radio advertisement
but it is possible through digital marketing.
That is why it is beneficial for the Zara to reach a large mass of group with less time.
Apart from this, another benefit of using digital marketing is such that it allows a business to
target the ideal buyers and this helps to increases the sales and profit margin and people also start
purchasing online which helps to solve a lot of problem of their customers (Advantages and
disadvantaged of digital technology, 2018). Through social media which is a digital marketing
tool, Zara can easily make better customer relationship management such that most of the people
uses social media and by posting regularly upon social sites and company's website will help a
business to enhance its sales and profit. This shows that the digital marketing is one of the most
cost effective tool that improve company's overall performance.
Theme 3: To identify the drawbacks of of digital marketing
As per the view of Langan, Cowley and Nguyen, (2019) one of the biggest drawback of
using digital technology is such that it is highly depend upon the technology and there are many
privacy and security issues that directly affect the brand image of the company. Apart from this,
if company uses digital marketing then it includes too much competition such that there are
many companies who uses internet promotion, which can be copied and this also leads to raise
competition. Further, lack of trust is another significant issue of using digital marketing for Zara
because of some exclusive special offers which appears to be scammers. And this is a part that
declines the picture and trustworthiness of quality. On the other side, Kannan, (2017) evaluated
that digital marketing requires more initial investing and it also contain various restriction such
as developing delicate and professional looking website and planning an effective technique
which requires high amount of investment. In addition to this, sometimes, the pictures which are
used by Zara during digital marketing can mislead the customers and this in turn can harm the
online reputation and also reduces the useful focused customers as well.

Theme 4: To recommend the ways through which the Zara can gain benefit by implementing
digital marketing and related practices
As per the view of Todor, (2016) by using social media as a promotional tool and
regularly posting on these sites will help a business to implement digital marketing. It has been
realised by the author that more than half of the population uses social media and by posting on it
on daily basis will helps a business to reach a wide range of public and this will directly creates
positive impact upon business. Apart from this, being a high brand image in market, it is also
recommended to Zara to start using online business because it will help for the convenience of
the customers and it saves time as well as money. By introducing online business and aware
people by posting some innovative products on the business website will help a customers to
reach directly an online store. This in turn will help a business to enhance its current sales and
financial performance as well. Apart from this, it is also evaluated by Baltes (2015) a company
should also take feedback from their customers and take action accordingly. This will also helps
to build a huge awareness among people about the brand and leads towards success.
CHAPTER 3: METHODOLOGY
3.1 Research Approach
It is the plan and procedure which comprises different steps of broad assumptions in such
a detailed manner and it is of three types. First is, deductive approach which is basically
concerned with hypothesis that is based upon the existing theory, next is Inductive approach that
involves search from observation and development of explanations (Bell, Bryman and
Harley,2018). Third is Abductive Research approach, in which a testable results are generated
and it is generalising from the interaction between specific and general.
From all, the researcher chooses Deductive approach because it helps to get exact
conclusion and it also generalising from general to specific. Further it helps to attain the aim of
the report i.e. to identify the impact of digital marketing on the business and functioning of the
organisation.
3.2 Methodologies

Research onion is used to explain the research methodology for the present study which
is as mentioned below:
Research Philosophy: It is the outermost layer of research onion in which it is belief
about the way in which the data is gathered and analysed. For the present report, interpretivism
research philosophy is used, that allow the research to be in more depth and ensure better
achievement.
Sampling: it is the process which is used to predetermined the number of observation
which are taken from the population. Further, this methodology is basically used to sample from
the large population and it is so because many population of interest are too large to work
directly and through sampling a small portion of group is taken to identify the result (Etikan,
Musa and Alkassim, 2016). There are two types of sampling i.e. Probability Sampling in which
each population member is known and there is no chance to participate in the study such that
Illustration 1: Research Onion
(Source: Research Onion, 2017)

randomly people are chooses because this helps to increase the accuracy of sampling error
estimation. Another is non- probability sampling, in which not all members of the population has
a chance of participating in the study and the unknown proportion of an entire population is not
included.
From the above, researcher chooses simple random sampling under probability sampling
method in which 20 managers of Zara are randomly taken in order to attain the aim of the
research.
Data Analysis: It is the statistical technique that is used to select and analyse the data in
order to determine the trends in the largest data set which is being examined (Silverman, 2018).
It is of two types such as qualitative data analysis which is used in interviews, focus groups and
experiments, this is mainly used to identify the common pattern within responses and also
critically analyse them in order to achieve the aim and objectives. Next is quantitative data
analysis, that describe an exact conclusion using numeric values.
From the above, researcher chooses thematic analysis under qualitative approach in
which it uses questionnaire in order to attain the aims and objectives of the study i.e. to identify
the impact of digital marketing on the business and functioning of the organisation.
Cost Access: For this report, the actual cost required is around £586 so that the project
will be completed easily.
Ethical Consideration: It is the important part of research methodology in which
researcher have to consider the following points such as:
 Confidentiality should be maintain regarding research data and the protection of privacy
of research participants should be ensured.
 The participants should be subject to harm and any type of misleading information should
be avoided (Bryman, 2016).
 The communication with research should be done with honesty and transparency.
 Data Protection Act should be adhere.
CHAPTER 4: DATA COLLECTION AND ANALYSIS
4.1 Data Collection
It is the systematic process of gathering and measuring the information on variables that
helps to generate best results and even helps researcher to answer the research question, test
hypothesis. There are two types of data collection methods which are used by Researcher i.e. in

Primary data collection methods, in this, the data are collected for the first time through
interview and questionnaire method (Guerra-Santin and Tweed, 2015). These are original by
nature and the benefit of using primary data collection methods is such that the researcher is
gathering details for the particular purpose of their study. Another is secondary data collection
methods, in which data are already available in books, Journals and newspaper. Such that it
refers to those data which have been already collected and analysed by someone. For this
research report, researcher uses secondary data in literature review in order to identify the impact
of digital marketing on the business and functioning of Zara.
4.2 Data Analysis
Questionnaire
Name:
Age:
1. How long you are working in Zara?
 Less than a year
 3-5 years
 more than 5 years
2. Which social media platform did Zara uses for promotion?
 Facebook
 LinkedIn
 Twiiter
3. Do you think that digital marketing help in the growth of a business?
 Strong agreed
 Agreed
 Disagreed
 Strongly disagreed
4. How frequently you use social media account such as Facebook, Twitter In Zara?
 Do not use art all
 use personally
 Use frequently to manage personal and professional network
5. Do you think that digital marketing mislead information to their customers?

 Sometimes
 Regularly
 Rarely
6. What are the advantages of using digital marketing in Zara?
 Cost of the products decreases
 Increases sales
 Saves time and money
 All of the above
7. What Zara will achieve if it use digital marketing?
 Creates awareness
 Engage prospective consumers
 Lead conversion
 Others
Findings:
Theme 1: Majority of managers are working from last 3-5 years
1. How long you are working in Zara? Frequency
Less than a year 5
3-5 years 10
more than 5 years 5

Interpretation: From the above, out of 20 respondents, 10 managers states that they are
working in Zara from last 3 to 5 years, while 5 managers states that they are working from more
than 5 years and 5 states that they are working less than 1 year. This shows that the company has
good employee retention rates such that majority of the managers are with company since long.
Theme 2: Zara uses Facebook as a social media platform
2. Which social media platform did Zara uses for promotion? Frequency
Facebook 15
LinkedIn 3
Twiiter 2
Less than a year 3-5 years more than 5 years
0
2
4
6
8
10
12
5
10
5
Column B

Interpretation: from the above graph, it has been interpreted that Zara uses Facebook as
a social media platform because out of 20 managers. 15 states that company uses Facebook,
while 3 respondents states that it uses LinkedIn and only 2 managers states that company uses
Twitter for promoting the social media. Thus, majority shows that company uses digital
marketing techniques to promote their products.
Theme 3: Majority of the people are strongly agreed that digital marketing helps in growth
of a business
3. Do you think that digital marketing help in the growth of a
business? Frequency
Strong agreed 14
Agreed 4
Disagreed 2
Strongly disagreed 0
15
3
2
Facebook
LinkedIn
Twiiter

Interpretation: from the above, it has been interpreted that out of 20 managers, 14
respondents strongly agreed that digital technology helps in the growth of a business while 4 of
them are agreed and only 2 managers are disagreed. This clearly shows using digital technology
in the working area of Zara will help a business to grew and reach further level of success.
Theme 4: Most of the managers uses social media account for both personal and
professional network
4. How frequently you use social media account such as Facebook,
Twitter In Zara? Frequency
Do not use at all 2
use personally 3
Use frequently to manage personal and professional network 15
Strong agreed
Agreed
Disagreed
Strongly disagreed
0
2
4
6
8
10
12
14
14
4
2
0
Column B

Interpretation: from the above graph, it has been interpreted that managers of Zara uses
social media for both personal and professional network such that out of 20 managers, 15
respondents are in favour that they uses social media frequently to manage personal and
professional network while 3 states that they use social medial platform personally. While on the
other side, only 2 says that they did not uses social media.
Theme 5: Managers are in favour that sometimes digital marketing mislead to their
customers
5. Do you think that digital marketing mislead information to their
customers? Frequency
Sometimes 16
Regularly 2
Rarely 2
Do not use at all
use personally
Use frequently to manage personal and professional network
0
2
4
6
8
10
12
14
16
2
3
15
Column B

Interpretation: from the above, it has been interpreted that out of 20 managers of Zara,
16 respondents says that digital marketing sometimes mislead the information and 2 says that it
regularly or rarely misleads the information. Thus, it shows that digital marketing sometimes
provide wrong information to their customers and it may also affect the brand image of the
company.
Theme 6: Majority of managers of Zara are in favour that digital marketing helps to raise
sales and saves time
6. What are the advantages of using digital marketing in Zara? Frequency
Cost of the products decreases 3
Increases sales 2
Saves time and money 3
All of the above 12
Sometimes Regularly Rarely
0
2
4
6
8
10
12
14
16
16
2 2
Column B

Interpretation: from the above, it has been interpreted that majority of the managers of
Zara states that using digital technology will helps to decreases the cost of the products, enhance
sales and profit, further it also helps to saves time and money. Overall, using digital marketing
will helps to affect the business performance in positive way.
Theme 7: Most of the respondents states that using Digital marketing, company engage
customers
7. What Zara will achieve if it use digital marketing? Frequency
Creates awareness 6
Engage prospective consumers 8
Lead conversion 5
Others 1
3
2
3
12
Cost of the products
decreases
Increases sales
Saves time and money
All of the above

Interpretation: from the above graph, it has been interpreted that Zara uses digital
marketing in order to engage their customers such that out of 20 senior manager of Zara, 8 states
that they company uses it in order to hold prospective consumers, while 6 respondents states that
company uses digital marketing in order to create awareness and only 5 among them says that it
helps to increases online sales only. Thus, majority are in favour of digital technology helps to
keep engaging their customers.
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
Conclusion
From the above, it has been concluded that digital marketing creates positive impact upon
the business performance such that it helps to increases the sales of the firm and also reach to
wide range of public. Further, report also concluded from primary data collection methods that
Zara uses digital marketing in order to keep engaging prospective customers and it is consider
one of the most cost effective and time saving method as compared to traditional methods.
Further, it has been concluded that by using the digital marketing, the company will easily
manages its cost of the products and by regularly posting on the social media sites will also help
a business to keep attracting new customers towards it.
6
8
5
1
Creates awareness
Engage prospective
consumers
Lead conversion
Others

Recommendations
From the above, it has been cleared that digital marketing will help a business to run
effectively but it is also recommended to the firm to develop strategy that helps to overcome the
problem of misleading information such that Zara should regularly updates their websites in
order to track the audience. Further,it is also recommended to the firm to develop a strategy that
will help to prevent the customers from wrong information and as the company also uses
Facebook, then it is recommended to the firm to regularly updates and post in order to keep
attracting new customers towards it.
In addition to this, it is also recommended to the Zara that in order to prevent from some
security issues, the company should also use Data Protection Act so that it will help a business to
prevent their data from getting misused. This will help a business to maintain trust and run the
business in effective manner. Moreover, Zara should also use digital technology so that it will
helps a business to enhance its sales and maximizes the sales as well.
CHAPTER 6: Personal Reflective Statement
In this research project, I used qualitative research approach in which deductive research
in order to attain the aim and on the other side, I also uses primary and secondary data collection
methods for checking the effectiveness of the aim. Further, I uses simple random method of
sampling in which 20 managers of Zara are chooses to determine the impact of digital marketing
upon business functions. Apart from this, in the report, I uses thematic data analysis in which
questionnaire in used to attain the desire results.
In this report, I realised that I am raising my research skills and also gain the knowledge
related to digital marketing, the report also help me to identify different pros and cons of digital
marketing in a business and through qualitative research approach, I gather result that help me to
attain the aim and objectives and this will assist me to enhance my current knowledge as well.
From the research report, I realised that if I used quantitative research approach, then it
helps me to generate exact and true conclusion. Further I also realised that through this research,
I enhances my current knowledge and research skills that will help me ion my future projects as
well. Such that in future, If I conduct the research related to this topic, then I will uses
quantitative research approach in order to get exact results and it also helps me to attain the aims
as well in effective manner.

APPENDIX
1. Research Proposal Form
Title
The report is going to identify the impact of digital marketing on Zara. Today, digital
marketing has become one of the largest requirements of a business and it allows the business to
reach new growth and development.
INTRODUCTION
Research Background
In this era of globalisation, it has become important for the business to reach new growth
and development and ensure that desired growth is taking place. The marketing practices have
broadened and the businesses are having so many options and platforms to market their products
and services on large scale. Digital marketing is one of these platforms. The chosen organisation
for the research is Zara. Zara is one of the Spanish fast fashion retailers that is based in
Arteixo in Galicia. The done research is going to identify the impact of digital marketing on the
business and functioning of Zara (Chaffey and Ellis-Chadwick, 2019). Digital marketing refers
to the marketing of services and products by using digital technologies especially on the internet.
It also includes mobile phones, display advertising and other digital mediums. The research is
going to help in developing better knowledge of marketing and its digital practices.
Aim
“To identify the impact of digital marketing on the business and functioning of the
organisation” - A case study on Zara.
Objectives
 To understand and evaluate the importance of digital marketing in business functioning
 To analyse the benefit of digital marketing in context of Zara
 To identify the drawbacks of of digital marketing
 To recommend the ways through which the Zara can gain benefit by implementing digital
marketing and related practices?
Research Questions
 What is the importance of digital marketing in functioning of the business?
 What are the benefits of digital marketing?

 What are the drawbacks of digital marketing and its practices?
 In what ways an organisation can receive benefit by implementing digital marketing and
related practices?
Rationale
The research is going to help in identification of the marketing techniques used in the digital
marketing by Zara. Digital marketing is one of the major requirements of a business and it allows
the business to reach new growth and development. The research is going to develop a better
understanding and judgement of the digital marketing practices being followed in the
organisation and the will provide a better academic outlook of learning of such practices. It is
important for a business to make use of digital marketing practices to ensure that better
advertising and promotion is taking place (Ryan, 2016). The research is going to develop an
understanding of such business and gain better control of the desired requirements. It is going to
help Zara in evaluating the impacts which it has been receiving and understanding from the
digital marketing and ensuring the its desired growth is taking place effectively.
Literature Review
According to the views of Mooney (2016), today, digital marketing has taken over the
marketing approaches which were used before by the businesses and the organisation. The
increased use of internet and social media has allowed the business to expand into different
horizons and make sure that effective digital marketing is taking place. Consumers across the
world make use of internet and social media to find new interests and products which they
prefer. It allows the digital marketing platform to achieve required growth and success for the
organisations.
As per the views of Slobodian (2016), digital marketing has proved to be providing large
number of benefits to the organisation and its business. These benefits include gaining more
profits, building new customer base, achieving required growth and cheap promotions. These
benefits allow the business to expand on large horizons and reach new growth and development.
However, as compared to the views of Slobodian (2016), Baltes (2015) states that digital
marketing often leads to major drawbacks as well. These drawbacks include the organisations
and the businesses dependability on technology. The security and the privacy issues are the other
drawback of using digital technology while digital marketing practices. Also, often the

organisation and its business have to suffer from heavy maintenance costs due to the
environment which is constantly evolving.
Research Methodology
Research Type There are two types of research, Qualitative and Quantitative.
The present research is going to make use of qualitative research
approach.
Research Approach Types of approaches to research are inductive and deductive. The
present research is going to make use of inductive approach of
research. It is the most appropriate approach in doing qualitative
research and ensuring desired growth is taking place.
Research Philosophy The philosophy which is going to be used in the research includes
both positivism and interpretivism. The present research is going
to make use of interpretivism approach (Stephen, 2016). It is
going to allow the research to be in more depth and ensure
better achievement.
Sampling Sampling plays a very important role in a research. The present
research is going to make use of probabilistic sampling in which
20 senior marketing manager of the organisations will be chosen.
Data Collection Once sampling selection is done, the next step is to collect the
data from the representatives. In order to collect the data, the
researcher is going to make use of primary method of data
collection in which surveys, observations and interviews are
going to include.
Data Analysis In this method, the data is analysed after being collected. The
methods of data analysis includes Qualitative and Quantitative.
The present research is going to make use of thematic analysis
under qualitative approach.
Task
Mode Task Name Duration Start Finish Predecessors
Auto Research proposal 2 days Fri 15-02- Mon 18-02-

Schedu
led 19 19
Auto
Schedu
led
Aims and objectives 4 days Tue 19-02-
19
Fri 22-02-
19 1
Auto
Schedu
led
Literature review 5 days Mon 25-02-
19
Fri 01-03-
19 2
Auto
Schedu
led
Research
methodologies 7 days Mon 25-02-
19
Tue 05-03-
19 2
Auto
Schedu
led
Data collection 8 days Wed 06-03-
19
Fri 15-03-
19 3,4
Auto
Schedu
led
Data analysis 4 days Mon 18-03-
19
Thu 21-03-
19 5
Auto
Schedu
led
Data interpretation 5 days Fri 22-03-
19
Thu 28-03-
19 6
Auto
Schedu
led
Finding and conclusion 2 days Fri 22-03-
19
Mon 25-03-
19 3,6
Auto
Schedu
led
Recommendations 1 day Fri 29-03-
19
Fri 29-03-
19 7,8
Auto
Schedu
led
Execute the plan 1 day Mon 01-04-
19
Mon 01-04-
19 9
Auto
Schedu
led
Submission 1 day Tue 02-04-
19
Tue 02-04-
19 10
Gantt chart:

Critical path:

Illustration 2: WBS1556355901

REFERENCES
Books and Journals
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V. 8(2). p.111.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: fixing large undefined
problems in digital marketing. Journal of Digital & Social Media Marketing. 3(4).
pp.294-303.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
2. Research Ethics Form
Section 1: Basic details:
Project title:
“To identify the impact of digital marketing on the business and
functioning of the organisation” - A case study on Zara.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your

project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where
necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Senior Manager of Zara
How will participants be recruited (identified an approached)?
Simple Random Sampling
Describe the processes you will use to inform participants about what
you are doing:
By conducting face to face meeting with them.
How will you obtain consent from participants? Will this be written? How
will it be made clear to participants that they may withdraw consent to
participate at any time?
Written with help of Google doc forms
Studies involving questionnaires: will participants be given the option of
omitting questions that do not wish to answer?
Yes
If no please explain why below and ensure that you cover any ethical

issues arising from this
Studies involving observation: Confirm whether participants will be
asked for their informed consent to be observed.
Yes
Will you debrief participants at the end of their participation (i.e give
them a brief explanation of the study)?
Yes
Will participants be given information about the findings of your study?
(This could be a brief summary of your findings in general)
Yes
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in
compliance with the Data Protection Act (1998)
Yes
Who will have access to the data and personal information?
Researcher and top management
During the research:
No
Where will the data be stored?
In Laptop
Will mobile devices such as USB storage and laptops be used

Yes
If Yes, please provide further details:
After the research:
Where will the data be stored?
USB
How long will the data and records be kept for and in what format?
3 years
Will data be kept for use by other researchers?
No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may
raise ethical concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks
that may arise because of your research. Please consider/address all
issues that may apply. Ethical concerns may include, but are not limited
to the following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research
(including transfer, sharing, encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s
Research and Ethics Policy: Yes
I have discussed the ethical issues relating to my research with

my Unit Tutor:
Yes
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of
the ethical issues that may arise in the course of my research
Name: Date:
Please submit your completed form to your supervisor and also
attach to the Research Proposal when submitting to Turnitin.

REFERENCES
Books and Journals
Baltes, L. P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V.8(2). p.111.
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university press.
Bryman, A., 2016. Social research methods. Oxford university press.
Chien, J. C. J. and et.al., 2019. Digital Marketing Content Control based on External Data
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