Impact of Digital Media on Organizational Performance: A Case Study on Marks and Spencer

This research report analyzes the impact of digital media on the performance of Marks and Spencer. It aims to study the significance of information technologies and digital media platforms to enhance the performance and development of the organization. The report identifies the importance and impact of digital media on the performance of the company, key benefits of digital media, challenges faced by the company, and the most appropriate digital media platforms utilized by Marks and Spencer.

Managing
Innovation and
Information
technology
(Research Proposal)

Table of Contents
Topic of Research........................................................................................................................................3
INTRODUCTION.......................................................................................................................................3
Aims of Research....................................................................................................................................3
Research Objectives................................................................................................................................3
Research Questions.................................................................................................................................4
Rational for the Study..............................................................................................................................4
Key Literature.............................................................................................................................................4
Methodological Consideration.....................................................................................................................6
Data Collection activity...............................................................................................................................8
Plan including a timeline.............................................................................................................................9
Risk and Actions to mitigate......................................................................................................................11
REFERENCE............................................................................................................................................12

Topic of Research - “To analyze the impact of digital media on the performance of an
organization. A case study on Marks and Spencer.
INTRODUCTION
Information technology is talking a wider place at the entire market which can useful to
improve the work efficiency of the organization so that they can effectively get long term
sustainability in market. In this modern generation, every individual is connected with bi
technologies and also taking appropriate advantages of information technologies and
digitalization in their daily working operations (Abollado, Shehab and Bamforth, 2017). This
Research report is based on the Marks and Spencer organization which is well established British
multinational retailer corporation that founded by Michael Marks and Thomas Spencer in the
year 1884 and it's headquarter situated in Leed, United Kingdom. The prime purpose of this
research report is to determine and analyze the impact of the digital media company so that
company can identify the significance of digital media for the success of the organization.
Aims of Research
“ To study the significance of information technologies and digital media platforms to enhance
the performance and development of the organization ".
Research Objectives
 To understand the concept of Information Technology and Innovation for the
development of the organization.
 To identify the importance and impact of digital media on the performance of the Marks
and Spencer.
 To analyze the key benefits of digital media that provides positive impact on the
productivity and effectiveness of the organization.
 To evaluate the challenges those are experienced by the company because of less
practicing and utilization of digital media platforms.
 To determine the most appropriate digital media platforms that are utilizing by the Marks
and Spencer in order to improve the marketing activities of the company.

Research Questions
 What is the concept of Information Technology and Innovation for the development of
the organization?
 What is the importance and impact of digital media on the performance of the Marks and
Spencer?
 Which are the key benefits of digital media that provide positive impact on the
productivity and effectiveness of the organization?
 What are the challenges that are experienced by the company because less practicing and
utilization of digital media platforms?
 What are the most appropriate digital media platforms that are utilizing by the Marks and
Spencer in order to improve the marketing activities of the company.
Rational for the Study
The main motive for this research is to identify the impact of digital media on the
performance level of the organization. This research is helpful to analyze the importance of
digital media platforms and also determine the aspects of Information Technology and
innovation for the development of the organization. The main reason to conduct this is small
scale research is to analyze the significance of digital media so that company can maintain all the
consideration in order to get more profitability.
Key Literature
Concept of Information Technology and Innovation for the development of the
organization.
According to Niya John ,( 2018), revealed that information technology refer as a new field
which nearly combine with specific aspects that are related to the information science,
telecommunication, electronics and computing. This modern bird is all about information
technology and there are various types of applications of Information Technology are utilizing
why the most of the people and organizations all around the world. IT is playing a integral part in
the day to day operations of the people and also helpful in designing, development,
implementation, communication & management of computer based detail and information

system of the company so that company can adopt specific innovation in order to complete their
business operation (Boulianne and Theocharis, 2020).
Importance and impact of digital media on the performance of the Marks and Spencer.
According to the M. T. Wroblewski , (2018), defined that importance of digital media and is
more because it can help full to maintain the organizational performance of the company. Digital
media can provide positive impact only working of the darkness in various ways such as digital
media provide boundless reach, digital media is work like a money saver, enhance the employee
- employer relationship, deliver fast results in term of selling & marketing, allow customer for
quick response in which way digital media provide positive impact on the performance of the
company (Redmiles, 2018).
Key benefits of digital media that provide positive impact on the productivity and
effectiveness of the organization.
According to the Randy Palubiak , ( 2016), explained that there are various benefits of the
digital media which can improve the productivity and effectiveness of the firm. Some specific
benefits with are considering by the organization in context of digital media such as improve the
timelessness, enhance employee productivity, brand awareness, increase sales, reduced cost,
declined employed turnover all the benefits are beneficial to improve the effectiveness of the
organization in an positive way
Challenges that are experienced by the company because of less practicing and
utilization of digital media platforms.
According to the Sadiya Khan, (2021), determined that there are various challenges are faced by
the organization because of lack of practicing the digital media channels. Some specific
challenges which are mainly experience by the organization such as people first communication
process, voice assistance, determining the cost factor, creation and distribution. There are various
issues which can affect the effectiveness of the organization it is important for the organization
to overcome specific challenges which are arise due to less practice of digital media platforms
(Schneider, Nebel, Beege and Rey, 2018).

Most appropriate digital media platforms that are utilising by the Marks and Spencer in
order to improve the marketing activities of the company.
According to the Alfred Lau, ( 2021), revealed that there are various types of social media
platforms and sides which are utilizing why most of the companies so that they can appropriately
improve their marketing activities at the whole marketplace. Some specific digital media sites are
considered by the organization such as Facebook, Instagram, Twitter, YouTube, whatsapp, we
chat and messenger. All these digital media platforms provide their active participation in the
development of marketing activities of the company so that company can effectively improve
their business activities and improve their brand effectiveness internationally.
Methodological Consideration
Research methodology is the strategically framework that is work like a roadmap which can
guide the researcher in order to complete the research task step by step as per the full consent of
the methodology. Research methodology considered as the specific outline which mainly follow
by the researcher as per to maintain the validity & accountability of the research project. In
research methodology, there are various research process are involved which can useful to
improve the effectiveness of the research. The description about specific research methods which
are involved in this project are as follows -
Research Philosophy
Research philosophy is considered as the can mainly deal with the nature, source & the
development of specific knowledge about the research topic. Research philosophy is useful to
maintain belief which researcher need to maintain as per to maintain the value and adequacy of
research. The description of various kind of research philosophy is as follows -
 Positivism Philosophy - This kind of research philosophy is demonstrating the scientific
nature of the research. This Philosophy is maintaining the objectivity to test the
hypothesis. This research philosophy is containing quantitative data and utilizes the
experiment and survey. To carry out this present research, this research philosophy will
be considered (Mohajan, 2018).

 Interpretivist Philosophy - This research philosophy is depicting the subjective approach
that maintains the qualitative aspects of the research. This method helpful to manage the
empathetic knowledge that enhances the understanding about the research topic.
Research Methods
Research method is containing as statistical approach which maintain a specific process as
per to accomplish all the research activities in an appropriate way. With the help of research
method, researcher can uncover specific information about the topic ok and area. There are
various methods are involved in research method which are considering in context of this
Research report that are as follows -
 Qualitative Method - This is containing as the most appropriate method which generally
deals with specific symbols and meaning of words. Through this method , in-depth
understanding and knowledge is generalizing by the researcher . This method utilize
qualitative data with the help of observation, perception, opinion , focus group and
interview. To carry out this current research, qualitative research method will we consider
so that researcher can maintain in depth knowledge about the research topic that is
managing be information technology and innovation in the business organization
(Worthington and Bodie, 2017).
 Quantitative Method - This method is all about utilizing the qualitative data in term of
statistic, digits and numbers. Researcher can collect the quantitative information with the
use of survey, questionnaire, and online survey. For completion of this research project,
this method will be use so that searcher can obtain valid and adequate information from
the targeted population.
Research Design
Research design refers as the blueprint that mainly follows in term of research conduct in a
systematic way. Research design involves some specific steps which can provide ride directions
to the researcher so that all the research task can be accomplish appropriately. There are various
types of research design determine but in order to carry out this research descriptive Research

design and exploratory Research design is considered as the most appropriate design in order to
to solve the research problem and get appropriate outcomes.
Data Collection activity
In order to complete the research in a systematic and structured way, it is mandatory for the
researcher to utilize various types of research so that researcher can get most appropriate and
adequate information. The explanation about types of research which are considered by the
researcher are as follows-
 Primary Research - basically primary research is known as the original and first hundred
research which directly done by the researcher. This research maintained the purity and
uniqueness so that researcher can get reliable information from the targeted audience.
Researcher can get primary information via questionnaire method, survey. To complete
this present research, primary research method will be utilized by the researcher.
 Secondary Research - This type of research method is already completed by I other
person. This research is demonstrate that data which already utilized why another person.
There are some specific source are available like articles, magazine, newspaper, journals.
For successful completion of this report, secondary research I will also contain by the
researcher so that researcher can use their in-depth knowledge to frame the better
outcome.
Sampling Techniques
Sampling technique is a statistical tools and technique which can useful to target the
population so that researcher can easily gather the data and appropriate information from them.
There are two types of Sampling methods are generalizing why the researcher such as probability
Sampling and non probability sampling. Probability sampling is useful to target the population
randomly and provide equal chances to the targeted respondents. Non priority sampling
determined that unstable selection process which is not fixed in an appropriate way. In order to
carry out this current research, probability sampling method would be considered by the
researcher so that researcher can randomly target the audience in order to get appropriate
responses.
Sample Size

In order to target the research population, it is mandatory for the researcher to set the sample
size so that research can easily e set a specific criteria like how many people are involved in the
research process. For the successful completion of this research report, a sample size would be
considered 50.
Plan including a timeline
To complete a research project on a specific time period, it is mandatory for the researcher
to prepare a plan for the timeline for each and every stages of the research so the researcher can
easily complete all the stages with in a particular deadline.
Gantt chart
This chat it is developed by the Heney Gantt around 1910 - 1915. This chart is
demonstrated the schedule and structure of the research as for the specific timeline in which
researcher want to complete their research task. This chat demonstrates the specific relationship
between structural activity and the current schedule.

Risk and Actions to mitigate
There are various types of risk can be experienced by the researcher as per to complete the
research process like physical, social, psychological and economical risk which researcher can
experience. Some and other risk is also involved like completion of research on time, lack of
resources, and lack of participation of the respondents. It is necessary for the researcher to
constantly try to reduce the impact of risk factors. Research can take appropriate actions in order
to mitigate the risk recovery strategy, prepare recover plan. With the help of spy recovery plan
and strategy, researcher can easily avoid the risk factors.

REFERENCE
Books and Journals
Abollado, J.R., Shehab, E. and Bamforth, P., 2017. Challenges and benefits of digital workflow
implementation in aerospace manufacturing engineering. Procedia CIRP, 60, pp.80-85.
Boulianne, S. and Theocharis, Y., 2020. Young people, digital media, and engagement: A meta-
analysis of research. Social Science Computer Review, 38(2), pp.111-127.
Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People, 7(1), pp.23-48.
Redmiles, E., 2018, June. Net benefits: Digital inequities in social capital, privacy preservation,
and digital parenting practices of US social media users. In Proceedings of the
International AAAI Conference on Web and Social Media (Vol. 12, No. 1).
Schneider, S., Nebel, S., Beege, M. and Rey, G.D., 2018. The autonomy-enhancing effects of
choice on cognitive load, motivation and learning with digital media. Learning and
Instruction, 58, pp.161-172.
Worthington, D.L. and Bodie, G.D. eds., 2017. The sourcebook of listening research:
Methodology and measures. John Wiley & Sons.
Online
John, N., Importance of information technology in today world, 2018, [ Online] Available
Through < https://medium.com/@niyajohn9495/importance-of-information-technology-
in-today-world-dba3d6bd2eb2>
Khan, S., 2021's big digital media challenges: How to prepare for them [ Online] Available
Through < https://www.google.com/amp/s/www.exchange4media.com/amp/digital-
news/2021s-big-digital-media-challenges-how-to-prepare-for-them-110141.html>
Lau, A., 21 Top Social Media Sites to Consider for Your Brand, 2021, [ Online] Available
Through < https://buffer.com/library/social-media-sites/>

M.T. Wroblewski, The Positive & Negative Impact of Digital Media on Business, 2018, [ Onlin]
Available Through < https://smallbusiness.chron.com/positive-negative-impact-digital-
media-business-20910.html>
Palubiak,R., 8 Key Business Objectives and Benefits to Using Digital Media in the Enterprise,
2016, [ Online ] Available Through <
https://crewscontrol.com/blog-central/whitepapers/blog-centralwhitepapers8-key-
business-objectives-benefits-using-digital-media-enterprise/>