case study on Tesco Assignment

Business Research Project
Report

TABLE OF CONTENTS
RESEARCH PROPOSAL...............................................................................................................3
Research tittle.........................................................................................................................3
Background.............................................................................................................................3
Aim.........................................................................................................................................4
Objectives...............................................................................................................................4
Question..................................................................................................................................4
Rationale.................................................................................................................................4
Literature review....................................................................................................................4
Research methodology...........................................................................................................5
Activities and Timescale........................................................................................................6
Chapter 2 : Literature Review........................................................................................................11
2.1 Introduction....................................................................................................................11
2.2 Literature Review...........................................................................................................11
Chapter 3 : Methodology...............................................................................................................14
3.1 Research approach..........................................................................................................14
3.2 Research methodologies.................................................................................................15
Chapter 4 : Data collection and analysis........................................................................................17
4.1 data collection.................................................................................................................17
4.2 Data interpretation and analysis.....................................................................................19
Personal reflection................................................................................................................21
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23

RESEARCH PROPOSAL
Research tittle
“To assess the implication of social media advertising on marketing activities: case study on
Tesco”
Background
Advancement in digital tool has created boom in the business worldwide by enabling
easy management of organisational functions. Implementing use of technological tools has
assisted the firms in making internal and external functions advancement and simpler. Like the
use of cloud computing has established easy mode of making digital record of information
(Balkyte and Tvaronavičiene, 2010). Cloud computing is advanced data recording tool which has
established easy, management of all details. Further, digital is assisting marketing teams of
enterprises in reaching to large population one time via social media advertising.
The focus of research is on analysing impact of social media advertising on marketing
activities of Tesco, one of the leading retailers in UK. Advertising on internet has revolutionized
the marketing and promotion activities enterprises across the globe. Online marketing is best tool
which helps the company in connecting with worldwide buyers. Further, it has made possible for
the entities to promote online buying and selling of goods and services which is the part of
Electronic commerce. However, it can be said that internet marketing promotion has assisted
millions of firm in boosting sales instantly with product launch.
Aim
“To assess the implication of social media advertising on marketing activities: case study on
Tesco”
Objectives
 To explore the impact of digitalising business activities.
 To ascertain the uses of social media advertising in marketing activities of retailer.
 To derive advantages and limitation of marketing on social media platform.
Question
 Explain the impact of digitalising business activities?
 What can be the uses of social media advertising in marketing activities of retailer?
 What are the and limitation of marketing on social media platform?

Rationale
The motive of this study is developing knowledge on different tools and advancement of
digital technology. Further, the study will be focused on enhancing academic learning and
therefore the scholar will focus on analysing all the limitation and benefits associate with
implication of social media advertising on marketing functions of Tesco. Thus, the focus of the
research will be on ascertaining risk associated with use of advanced digital tools.
Literature review
As per the views of O'Keeffe and Clarke-Pearson, 2011, advancement in digital tool has
boomed the economic and business conditions by establishing easy mode of connection and
management. Digital technology has emerged with differentiated tools especially for business
like Electronic Commerce, internet marketing, and cloud computing, email and Smartphone
communication. According to Oldham and Da Silva, 2015, E commerce is known as online
buying and selling of products and services worldwide. It is the most prominent tool of modern
era and is assisted the firms in influencing consumers buying behaviour and preferences. Further,
there is social media advertising which is helping companies in promoting their products on
online platforms in order target maximum population. It is tool where the marketing department
only focuses on segmenting buyers and on attractive commercial in accordance to public. The
most prominent social media platforms are Instagram, Facebook, Twitter, Youtube etc.
In contrast, Bharadwaj, El Sawy and Venkatraman, 2013, has stated that internet
marketing is an consumer centric approach, where the focus of organisation is only on
segmenting and targeting buyers according to their taste and preferences. In addition, the
platform offers companies in enabling instant discounts and schemes to attract consumers which
further aid in boosting sales. Apart from this, author discussed about digital recording of data
which has made management easier by making storing of data simple. It is the tool which has
eliminated the use of manual recording of data. Thus, it can be said that advancement is assisting
people in connecting in simplest and easiest approachable way. Apparently, according to
Drnevich and Croson, 2013, everything comes with own pros and cons and therefore social
media advertising helps the business in targeting maximum number of people but on the other
hand it neglects people who do have access to internet or social media advertising. Moreover,
offering online discounts and schemes helps the organisation in clearing dead stock but on the
hand internet marketing is limiting physical presence of enterprises.

Research methodology
Research Design: Implementing research design is most crucial step of study because it act as
base for entire investigation. There are various types of research design that is exploratory,
experimentation, descriptive etc. (Vujaklija Hren and Marušić, 2010). However, in this project of
digital technology the researcher will implement the use of exploratory design which will assist
the individual in exploring different possible aspects of study.
Research Philosophy: Philosophy in research helps the scholar in developing critical
understanding over research aims and objectives (Gale, Heath and Redwood, 2013). There are
two types of philosophy that is positivism and interpretivism, both the philosophy offers different
type of understanding. Thus, in this study the scholar will implement the use of interpretivism
philosophy as it helps in boosting knowledge over the topic, which are of human interests like
impact of social media advertising on marketing activities of Tesco
Research Approach: Approach to study assists the scholar in deriving best technique to make
reasoning to collected information. Approach helps in making information general to specific
and specific to general (Geerts, 2011). There are two types of research approaches that is
inductive and inductive. In this study the scholar will implement these of inductive approach
where the information will be analysed logically with the help of qualitative analysis.
Sampling: Sampling is known as simplifying sources which can be considered for study. It is the
process of choosing small group of population from large group. There are several types of
sampling that is random, cluster, non probable, probable, stratified etc. Apparently, in this study
scholar will implement the use of random sampling where the samples will 20 employees of
Tesco.
Data Collection: Collection of data is the major part of study as in this scholar aims at gathering
information from reliable sources on the basis of aims and objectives. There are two data
collection process that is primary and secondary. However, in this research project the researcher
will implement the use of both the methods where secondary information will be collected from
online books, journals, articles etc. and primary will be collected through interview of sampled
participants.
Data Analysis: Data analysis is the complex but an essential part of study, because on the basis
of analysis the individual is able to draw findings and conclusion. There are two types of data
analysis tools that are qualitative and quantitative. Apparently, in this study the scholar will

implement the use of qualitative analysis, where interview of respondents will be evaluated with
the help of thematic analysis.
Ethical Consideration: An ethical consideration is the foremost and prior part of study where
the focus of researcher is to ensure that feelings, beliefs and moral of no person is harmed at time
of data collection. In addition, the researcher will make use of references in order to make study
viable and reliable. Thus, to make study ethical the individual will aim at citing possible
information in order to make research considerable.
Activities and Timescale
Activity Ma
y
Ju
ne
Ju
ly
A
ug
us
t
Se
pt
e
m
be
r
O
ct
ob
er
N
ov
e
m
be
r
D
ec
e
m
be
r
Ja
nu
ar
y
F
e
br
u
ar
y
M
ar
ch
A
pr
il
M
ay
Ju
ne
Ju
ly
A
ug
us
t
Identifying
research
objectives and
questions
Reading
literature
review
Presenting
research
proposal
Meeting
supervisor
Drafting
Research
Proposal
Drafting
Introduction

Drafting
Literature
review
Drafting
methodology
Determining
questions for
interview
Seeking and
contacting
Interviewees
Setting
Interview
Evaluation and
alteration of
interview
questions
Conducting
Interview
Printing of
interview
transcripts
Analysing
Primary data
Draft Findings
Drafting
Conclusion
Drafting
Limitation
Drafting
recommendatio

n
Drafting
Executive
summary
Extracting
Appendices
Printing and
binding all data

Chapter 2: Literature Review
In this chapter of the research project, a short discussion will be done. The purpose of the
debate is to analyse the impact of social media on marketing activity of an enterprise. Aims and
objectives of a research project has been clearly defined in the proposal. Investigation will be
conducted by considering the purpose of the research. This activity will assist scholar in
identifying the types of information required in order to reach conclusion. It will also support
researcher in recognising the problem and analysing the suitable solution to the different issues.
Establishment of aim and objectives will help investigator in analysing the fact and figures
collected during the research. It will also provide scholar a chance to measure the actual
performance with the standard. Setting the aims will support scholar in identifying the
performance gap. Aims and objectives are designed by the researcher on the basis of analysis of
the problem faced by an organisation. The Present research proposal has included the detail
about the several methods or techniques which will be used by the scholar for conducting the
investigation in systematic manner. The different techniques as well as research methods has
been selected on the basis of aims and objectives. The scholar has prepared the question relevant
to the topic of research in order to collect information. In research proposal investigator has
provided the clear rational behind selection of specific research topic that is Analysing the
impact of social media on the marketing activity of firm. The investigation also consists of
systematic review, which has helped scholar in analysing the perception or vie of the different
people or authors about the impact of social media on the marketing activity of an enterprise.
Among all opinions as well as belief of the people, in literature review scholar emphasizes on
analysing the perception of customers in context of usage, share, and influence of social media
on their decision. Investigator also have focus on an organisations' perspective centred not only
on the utilization of social media, but also on their execution, improvement, and measurement of
results. In present research, considering the nature of investigation topic scholar has therefore,
used the quantitative research techniques.
The digital technology in today's scenario has changed the way of doing business. It has
helped an organisation in bringing the drastic improvement in the business policies, procedures
and system. Digital technology has supported an enterprise in enhancing its marketing activities.
It has helped business entity in communicating directly with the client and provided firm an

opportunity to reach wide number of customers. The digital technology has provided various
opportunities to companies and supported an organisation in achieving the marketing objectives.
It has also enabled an enterprise top increase its sales, profitability and market share. Social
media platform has assisted business entity in communicating directly with client. In the today's
world social media platform has provided business entities an ease in marketing as well as
promoting their brand, products or services. By utilising this technology, it has become easy for
an organisation to determine the needs as well as demands of customers.
As per the opinion of Balkyte, A. and Tvaronavičiene, M., (2010). the emergence of
internet, development in social media sites has provided both opportunities and challenges for an
enterprise. According to the perception of Geerts, G. L., 2011 of digital technology has provided
majorly the benefit to firm which has enabled business entity to foster growth and achieve
success.
As per the thought of Bharadwaj, A., El Sawy, O. and Venkatraman, N., 2013who have
stated that the use of the social media in marketing activity has direct as well as significant
impact on the profitability and sales of an organisation. Social media plays both positive and
negative roles in marketing.
As per the view of Ismail, (2017) social marketing is an appropriate tool which allows the
development of connection between company and customers. According to the perception of
Campbell et al. (2011) Social media platform provides personal channel and helps business
entity in building user centred networking. It also allows business entity to facilitate direct
interaction with the customers and develop strong relationship with client. social media
marketing can be defined as a group of Internet based application which is built on the
ideological as well as technological foundations.
According to the thinking of Alalwan, Rana and Algharabat, (2017)by utilising the social
media sites, a company can provide customers an opportunity or an ease in getting the
information about the products or services offered by an organisation. The use of social media
sites can help business entity in providing the additional facilities as well as memorable shopping
experience to client.
According to the perception of Ismail, Nguyen and Melewar, (2018) who stated that
online place platform such as social media sites have has assisted an enterprise in increasing their
capability to the reach the customers and provide them goods or services. As per the view of Cha

(2009) which has stated that many customers in the market prefer to do online shopping as it
provides them ease to access the product or services offered by an organisation. According to the
thinking of Muniz and Wang and Kim, (2017). by utilising the social media sites management in
an enterprise can easily analyse the perception of customer about the products or services offered
by a business entity. It also supports an organisation in identifying the need for developing the
existing products as well as launching new item.
According to the thinking of Casaló, Favián and Guinalíu, (2008) has provided an
organisation to foster business growth. It helps an enterprise in reaching to the target market. As
per the view of Georgi and Mink (2012) by utilising the social media sites an enterprise can
involve customer in the business activity which will assist an organisation in delivering high
level of satisfaction to customers. Business entity by communicating directly with the customers
can influence them to buy the products or services offered by an enterprise.
As per the opinion of Flick, 2015) social media is considered to be as phenomenon which
has become essential or significant aspects in marketing mix. It has played an important role as
revolutionist in helping the way an organisation interacts with customers.
It has been argued by that the primary stream media channels have faced many
challenges in recent times that have led to closure which has negative impact on the profit level
of companies utilising social media platform. Palmer and Lewis are correlating the performance
of these traditional channels to the rise of social media in marketing and brand management
As per the opinion of Kumar, Choi and Greene, (2017)communication is considered to be
as centre dimension of social media networks, it is very much helpful in achieving the marketing
objectives. social media sites assist business entity in developing as well as maintaining the
strong relationship with clients. As per the view of Dutz, M. A., and Willig,( 2017) social media
sites allows marketing manager as well as customers to develop their own communities with the
support of social media sites. It also assists an enterprise in communicating the business
objectives to customers and help a firm in gaining the loyalty of client. As per the view of
Drnevich, P.L. and Croson, D.C., (2013) social media sites enables business entity to deliver the
offering to customers which has great value to them. This activity also assists an organisation in
increasing sale and profitability. According to the thought of Kotler (2006) using the social
media sites the marketing manager can analyse the social trends which is very much helpful in
making the promotional plans for launching the new product in the market. As per the view of

Jaakonmäki, Müllerand vom Brocke, (2017) social media platform assist an organisation in
reducing the cost or expenses which are associated with promoting the brand, product or
services. It also enables business entity to enhance brand image and reputation in the market. In
context of evans (2008) it is very much important for marketing manager to analyse the impact
of social media sites on the business as well as behaviour customers.
Chapter 3: Methodology
3.1 Research approach
Research approach is referred to as strategies which is formulated by the scholar on the
basis of the several theories as well as principles. These approaches as well as concepts helps
researcher in facilitating the investigation in systematic manner and also provide them assistance
in analysing the suitable solution to the problem. Research approaches assists investigator in
identifying the appropriate ways as well as techniques which can be used for accomplishing the
objectives. These concepts or framework can be applied by the researcher when collecting,
analysing as well as interpreting information. It also helps investigator in making suitable
decision. There are several assumptions are made by the scholar when gathering the data relevant
to the research topic. The research approach is chosen d by the investigators considering the
nature of research topic (Hernandez, Prieto Martín and Ramalingam,2016). Selection criterion
related to choice of investigation approach is also based on the problem which has been
identified during the investigation. There are two approaches these are inductive and deductive.
The investigation approach helps scholar in reaching to the conclusion (Kumar, 2014). It also
supports scholar in ensuring the effective outcome. As in present investigation the research topic
is related to analysing the impact of social media on the marketing activity of an organisation.
There are several types of research these are problem oriented, applied investigation, qualitative,
quantitative and general research etc.
The scholar has planned to use the inductive approach. This research approach is selected
by the researcher on the basis of assumption that it will help them in measuring the effectiveness
of the judgement made by them. It also enables scholar to provide justifiable explanation about
the decision taken by them. Inductive research approach is also recognised as inspire researcher
to develop critical thinking. In present investigation, the scholar has decided to apply the
inductive approach with qualitative technique.

3.2 Investigation methodologies
Research methodologies is referring to as several tools and techniques which are used by
the researcher for conducting the investigation in systematic manner. There are various
researcher methods which can be utilised by scholar which will help them in reaching to the
conclusion as well as accomplishing the desired objectives. Research methodologies is
considered to be the important part of investigation (Paustenbach,, 2015. ). In research activity,
there are different activities are conducted using the different approaches as well as methods.
The selection of research method is based on the type of activity or nature of the task which are
to be used for reaching to the aims and objectives.
Sampling: It is recognised as the technique which is used by the scholar when facilitating the
research in systematic manner. Sampling is recognised as the statistical process which assist the
investigator in recognising the features of big population. It is very much essential for the
researcher to be very much conscious when choice the participants for further proceeds the
researcher. As this constituent have direct effect on the determination as well as decision made
by investigator (Robson and McCartan, 2016). It is needed by the scholarly person to assure that
method utilized for selecting the sample is suitable. is very much essential for the researcher to
be very much awake when choosing the participants for further conducting the research in
systematic manner. As this component have direct influence on the decision made by scholar. In
present investigation, researcher have used the random sampling technique for selecting the few
participants from large number of population. Twenty workers have been chosen randomly as a
participant. Employees working in an organisation has been selected as participants ,as scholar
perceives that these are people who have knowledge about company and they can provide
suitable suggestion for improvement in business. Random sampling technique have been used as
every employee in continental firm will get a chance to get selected as a participant in research.
Data analysis: this activity is considered to be as very important to be executed during the
investigation. As it helps to make the data or information undesirable as well as useful for the
user. Data analysis is done by the user for eliminating the unwanted information. As unwanted
data can lead to the confusion and due to this factor, scholar might face difficulty in reaching to
the conclusion. Data analysis is to be done by researcher just after the collection of information.
The data analysis techniques assist researcher in making the appropriate decision related to the
project (Panneerselvam, 2014). There are several methods or techniques which can be used by

the investigator for analysing data these are explanatory, descriptive, exploratory, experimental,
etc. In present research, the investigator has used the descriptive data analysis technique. As this
method will assist scholar in providing the detail explanation about the research topic. This data
analysis technique assist scholar in making appropriate decision. It also supports scholar in
preparing the suitable themes which are very much essential in terms of presenting the
information in appropriate format.
Research design: There are mainly two types of research design these are qualitative as well as
quantitative. These investigations design is selected by the researcher on the basis of nature of
the research topic. As the present research topic is to assess the implication of social media
advertising on marketing activities, the researcher has decided to use the qualitative research
design. This qualitative research technique will help researches in evaluating the reasons and
opinions.
Cost: It is recognised as the expenditure incurred by the researcher in order to execute the
several tasks or activities during the research. The money is invested by scholar for purchasing
the resources, material and equipment which are required for facilitating the investigation in
systematic manner. Absence or unavailability of resources can have built the major hurdles in
executing the investigation in smooth way. This factors also have negative influence on the
completion type of project. Lack of resources can lead to the compromise in the quality of work
done by the investigator which further have negative impact on the decision made by researcher.
Access: Before conducting the investigation activity it is very much important for the scholar to
recognise the appropriate technique, method or strategy which will be used by scholar for
accessing the information related to the investigation field. In the present investigation,
researcher have used internet for accessing to the data or information related to the subject matter
(Taylor, Bogdan and DeVault, 2015). The other methods such as questionnaire as well as
personal interview techniques have been utilised by scholar for accumulating information.
Ethical considerations: it is very much important for investigator to execute several activities
during research in ethical manner. As this strategy will assist investigator in eliminating ethical
issues. As problems can have the negative impact on the outcome of the research. It also might
have negative influence on the reputation of scholar. In present investigation, researcher has
complied with all the standards (Gale, N. K., Heath, G. and Redwood, S., 2013). None of the
participants were forced to give answer.

Chapter 4: Data collection and analysis
4.1 data collection
Primary and secondary are the two source from where the scholar can collect data or
information. In the present investigation on topic assessing the implication of social media
advertising on marketing activities scholar have used both sources for collecting the information.
Personal interview and questionnaire methods have been used for gathering the information
relevant to the topic. In addition to this books, journals, articles, internet has been usede as
source for collecting secondary data.
Thematic analysis has been utilized by researcher for interpretation as well as presenting
the information or data (Kasemsap,2017). This technique has helped investigator in making data
presentable as well as useful for the user.
In present investigation the investigator has plan to use the questionnaire as well as personal
interview method for gathering the information. Researcher has prepared the questionnaire which
consists of the question relevant to the topic of investigation. As information is to be gathered
from employees working in Tesco company, the questionnaire has been circulated via mail and
participant were informed about the research objectives through circular notice. This activity has
been conducted by the researcher in order to avoid ethical issues. Investigator has planned to
schedule interview in order to accumulate information or data directly from participants that is
employee. Due to limitation in research such as lack of time, the researcher has decided to
appoint person for conducting the interview.
Questionnaire
Name
Age
Gender
1. What type of effect does social media advertising have on marketing activities?
 Positive
 Negative
 No effect
2. What are the benefits of social media advertising?
Increase in sales

 Wide customer base
 Market growth
 All of the above
3 What are the opportunities can be generated using the social media advertisement?
 Direct communication
 Ease in reaching to wide customer group
 Enables company to involves customer in business
 None of the above
4 Do you agree with the statement that social media marketing have positive effect on marketing
activities?
 Agree
 Disagree
 Completely disagree
 Partly disagree
5. Does utilization of social media marketing will help an organization in increasing sales and
profitability.
 Yes
 No
 Don’t know
6. What activity should form should execute in order to explore the effect of digitalization on
business?
 Market research
 Internal assessment
 Both
7. What is the best digital technology for business?
 Artificial intelligence
 Social media
 None of the above
8. Do you really think that social media advertising or digitalization will help organization in
improving marketing activities?
 Yes

 No
 Don’t know
9. How much knowledge you have about the impact of digital technology on business activity?
 Depth knowledge
 Limited awareness
 No awareness
10 strategies to yield maximum benefits
by utilizing social media advertising for promoting brand, products as well as services.
4.2 Data interpretation and analysis
Theme 1 : Positive , effect social media advertising have on marketing activities.
Positive 15
Negative 3
No effect 2
Interpretation: It has been interpreted from above information that social media advertising
has positive impact on the marketing activity.
Theme 2: Increase in sales, Wide customer base, Market growth are the benefits of social media.
Advertising
Increase in sales 5
Wide customer base 5
Market growth 5
All of the above 5
Interpretation: It has been interpreted from the above information that equal proposition
Theme 3: Direct communication, Ease in reaching to wide customer group, enables company to
involves customer in business are the opportunities can be generated using the social media
advertisement.
Direct communication 2
Ease in reaching to wide customer base 3
Enables company to involves customer 2

in business
All of the above 13
Interpretation: Among 20 employees 13
Workers have stated that Direct communication and social media advertising enables company
to involves customer in business are the opportunities can be generated using the social media
advertisement.
Theme 4 : agree with the statement that social media marketing have positive effect on
marketing activities.
Positive 15
Negative effect 3
No effect 2
Interpretation: It has been interested that among 20 workers 15 employees: agree with the
statement that social media marketing have positive effect on marketing activities.
Theme 5: yes, utilization of social media marketing will help an organization in increasing sales
and profitability.
Yes 15
No 3
Don’t know. 2
Interpretation: It has been interpreted from the above information that many of the employees in
an organisation has shown their agreement that yes, utilization of social media marketing will
help an organization in increasing sales and profitability.
Theme 6: Market research activity should execute in order to explore the effect of digitalization
on business.
Market research 15
Internal assessment 3
Both 2

Interpretation: From the above table it has been interpreted that Many of the employees in Tesco
perceives that market research activity should execute in order to explore the effect of
digitalization on business.
Theme 7: Social media, is the best digital technology for business.
Artificial intelligence 3
Social media 15
None of the above 2
Interpretation: It has been interpreted from the above table that many of the employees in Tesco
has believed that social media is considered to be as the is the best digital technology which can
be employed by Tesco company. Social media is considered to be as an effective tool which
assist firm in achieving marketing objective. It has been suggested to Tesco that company should
use social media sites for promoting goods or services.
Theme 8: Yes, really think that social media advertising or digitalization will help organization
in improving marketing activities.
Yes 15
No 3
Don’t know 2
Interpretation: From the above data, it has been interpreted that 15 of employees in Tesco are
agree with the fact that think that social media advertising or digitalization will help organization
in improving marketing activities. While there are only few workers in an enterprise have shown
disagreement with the fact. It has been analysed that social media advertising or digitalization
will help organization in improving marketing activities. Tesco has been provided with
suggestion to use social media sites for promotional activities. As this strategy will assist an
enterprise in reaching to wide number of customers. It will also support firm in responding to
customers queries as soon as possible.
Theme 9: Limited awareness, have about the impact of digital technology on business activity
Depth understanding 2
Limited awareness 15

No knowledge 3
Interpretation: It has been interpreted from the information present in above table that employee
in the Tesco company has limited awareness about the impact of digital technology on business
activity. Tesco organisation need to provide training related to digital technology to their staff.
Secondary data:
Some information related to the digital technology has been gathered using books, journals and
internet sites. Some of the sites which has been used for gathering secondary of information are
emerald insight, google, www.social media today, to prank blog, /www.ronsela.com, The Impact
of Social Media Marketing Today online article by Udit Khanna etc.
Personal reflection
In accordance to research, I learned various things which needs to be considered at the
time of making systematic business research project. Firstly, I learned about the importance of
research proposal from where I analysed that it is important for scholar to first make research
proposal in which the investigator summarise the process of study which helps in determining,
what will be conducted in entire project. It was interesting for me to learn about methodological
tools which are used in research project like Research Design, philosophy, approach, data
connection, data analysis and ethical consideration. According to learning over methodologies I
analysed that there are various alternative and suitable research tool which could have been used
in the study like the quantitative analysis in which I would have been able to explore different
statistical methods to derive significant relationship of two factors like, correlation regression, T
test, Z test, etc. Moreover, I discovered the use of social media advertising for the marketing
functions. It was interesting for me to learn about digital advancement which has boomed the
functions of business world. However, according to me online advertising offers most prominent
way of connecting with worldwide buyers and sellers. Apart from this I learned the importance
of secondary information collection as it in developing critical knowledge over one aspect which
is the best way for data collection and analysis. This promotes unbiased research outcome which
are reliable and viable. In addition, I learned about different sampling methods which allows

choosing of small population like cluster sampling in which the researcher divides the population
into separate groups which are termed as clusters. Thus, I feel developing understanding over
different methodological tools will assist me in my forthcoming researches.
CONCLUSION
It has been concluded from data collected through research that social media advertise
assist business entity in reaching to the wide number of customers. By analysing the information
provided by respondent it has been found that social media has assisted an organisation in
improving marketing activities. It has also been found during investigation that firm is facing
issues in drawing an effective result by using social media because many workers in an
organisation are not having knowledge about digital technology. It has also been concluded that
use of social media sites allows company to involve customer in business. Digital technology has
helped an organization in achieving marketing objectives. It has also been concluded from the
assignment that if the digital technology employed in an organization in systematic manner can
yield maximum advantage or benefit.
It has been recommended to management team in Tesco to use social media advertising for
promoting product or services. As this strategy will assist business entity in reaching to wide
number of customers. It has been suggested to management that they should provide training to
employees related to use as well as benefit of using social media sites, as this strategy will assist
an enterprise in yielding maximum output.

REFERENCES
Books and Journals
Entman, R. M. and Usher, N., 2018. Framing in a Fractured Democracy: Impacts of Digital
Technology on Ideology, Power and Cascading Network Activation. Journal of
Communication. 68(2). pp.298-308.
Alper, M. and Goggin, G., 2017. Digital technology and rights in the lives of children with
disabilities. New Media & Society. 19(5). pp.726-740.
Bauer, M. and et.al., 2017. Ethical perspectives on recommending digital technology for patients
with mental illness. International journal of bipolar disorders. 5(1). p.6.
Graham, M., Hjorth, I. and Lehdonvirta, V., 2017. Digital labour and development: impacts of
global digital labour platforms and the gig economy on worker livelihoods. Transfer:
European Review of Labour and Research. 23(2). pp.135-162.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Hernandez, K., Prieto Martín, P. and Ramalingam, B., 2016. The Impact of Digital Technology
on Economic Growth and Productivity, and its Implications for Employment and
Equality: An Evidence Review (No. IDS Evidence Report; 207). IDS.
Kumar, R., 2014. Research methodology: A step-by-step guide for beginners. Sage.
Paustenbach, D. J., 2015. Human and Ecological Risk Assessment: Theory and Pactice. John
Wiley & Sons.Xi, M. and Smith, S. P., 2014, March. Simulating cooperative fire
evacuation training in a virtual environment using gaming technology. In Virtual
Reality (VR), 2014 iEEE (pp. 139-140). IEEE.
Robson, C. and McCartan, K., 2016. Real world research. John Wiley & Sons.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
O'Keeffe, G.S. and Clarke-Pearson, K., 2011. The impact of social media on children,
adolescents, and families. Pediatrics. 127(4). pp.800-804.

Oldham, G.R. and Da Silva, N., 2015. The impact of digital technology on the generation and
implementation of creative ideas in the workplace. Computers in Human Behavior. 42.
pp.5-11.
Vujaklija, A., Hren, D. and Marušić, M., 2010. Can teaching research methodology influence
students' attitude toward science? Cohort study and nonrandomized trial in a single
medical school. Journal of Investigative Medicine. 58(2). pp.282-286.
Bharadwaj, A., El Sawy, O. and Venkatraman, N., 2013. Digital business strategy: toward a next
generation of insights.
Drnevich, P.L. and Croson, D.C., 2013. Information technology and business-level strategy:
Toward an integrated theoretical perspective. Mis Quarterly. 37(2).
Gale, N. K., Heath, G. and Redwood, S., 2013. Using the framework method for the analysis of
qualitative data in multi-disciplinary health research. BMC medical research
methodology. 13(1). pp.117.
Geerts, G. L., 2011. A design science research methodology and its application to accounting
information systems research. International Journal of Accounting Information Systems.
12(2). pp.142-151.
Balkyte, A. and Tvaronavičiene, M., 2010. Perception of competitiveness in the context of
sustainable development: facets of “sustainable competitiveness”. Journal of business
economics and management. 11(2). pp.341-365.
Dutz, M. A., and Willig 2017, May. Economy-wide and Sectoral Impacts on Workers of Brazil’s
Internet Rollout. In Forum for Social Economics (pp. 1-18) Routledge.
Kasemsap, K., 2017. Promoting Service Innovation and Knowledge Management in the
Hospitality Industry. In Strategic Marketing Management and Tactics in the Service
Industry (pp. 243-279) IGI
Ismail, A.R., 2017. The influence of perceived social media marketing activities on brand
loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of
Marketing and Logistics, 29(1), pp.129-144.

Vancouver
Alalwan, A.A., Rana, N.P., and Algharabat, R., 2017. Social media in marketing: A review and
analysis of the existing literature. Telematics and Informatics.
Ismail, A.R., Nguyen, B. and Melewar, T.C., 2018. Impact of perceived social media marketing
activities on brand and value consciousness: roles of usage, materialism and conspicuous
consumption. International Journal of Internet Marketing and Advertising, 12(3),
pp.233-254.
Wang, Z. and Kim, H.G., 2017. Can social media marketing improve customer relationship
capabilities and firm performance? Dynamic capability perspective. Journal of
Interactive Marketing, 39, pp.15-26.
Kumar, V., Choi, J.B. and Greene, M., 2017. Synergistic effects of social media and traditional
marketing on brand sales: capturing the time-varying effects. Journal of the Academy of
Marketing Science, 45(2), pp.268-288.
Jaakonmäki, R., Müller, O. and vom Brocke, J., 2017. The impact of content, context, and
creator on user engagement in social media marketing.