Impact of Online Advertising on Profitability: A Case Study of Samsung in the Electronics Sector

This research study aims to investigate the impact of online advertising on profitability levels in the electronics sector, using Samsung as a case study. It explores the significance of online advertising and its implications for profitability. The study aims to identify new forms of online advertising that can enhance profitability for Samsung in the UK market.

Table of Contents
Chapter 1: Introduction ...................................................................................................................5
Background to research topic ..........................................................................................................5
Background to research organization ..............................................................................................5
Research rationale ...........................................................................................................................6
Research question (s) ......................................................................................................................6
1.5 Research aims and objectives .................................................................................................6
Chapter 2: Literature review ............................................................................................................8
2.1 Introduction of literature review ................................................................................................8
2.2 Main body with heading and sub-headings ................................................................................8
2.3 Conclusion of literature review .............................................................................................12
Chapter 3: Methodology ...............................................................................................................14
3.1 Research process......................................................................................................................14
3.2 Research approach....................................................................................................................14
3.3 Research strategy......................................................................................................................15
3.4 Research methodology.............................................................................................................15
3.5 Research instruments/tools......................................................................................................16
3.6 Sampling....................................................................................................................................16
3.6 Ethical implications...................................................................................................................17
Chapter 4: Findings (data presentation) .............................................................................................18
Chapter 5: Discussion (data interpretation) ......................................................................................19
Chapter 6: Conclusion, recommendations and implications for further research ........................29
CONCLUSION...................................................................................................................................29
RECOMMENDATIONS......................................................................................................................29
IMPLICATIONS.................................................................................................................................30

References ...................................................................................................................................31

Abstract
Purpose – This research study aims to investigate the impact of online advertising
on profitability level by using case study survey methods within a quantitative
research paradigm. It explores how online advertising for electronic sector have
contributed to the Samsung success within a very competitive industry.
Design/methodology/approach – This report is based on primary research.
However, the empirical framework for this research is founded on literatures on
electronic sector. Primary data is collected through questionnaires to answer the
research questions.
Findings – The picture of the findings are not straightforward and some variation
have come out which are quite different than general assumptions. The study
has established that there online profitability in electronic sector with having
advertising for their succession. Should Samsung knowingly choose to have
profitability levels in sector of electronic in makreting of internet for making
profits. which is in agreement with literatures on the topic.
Practical implications – This study finds online profitability in electrical sector in
having huge impact of advertising. It also has some stratregic for implementing
their online advertising to improve Samsung success.
Originality/value– This paper is the first academic study conducted the impact of
online advertising on profitability levels in eletronic sector with case study of
Samsung.
Key word – advertising, profitability and electronic sector.
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Acknowledgement
At first, I would like to thank God to make me capable enough to do something
worthwhile.
I would especially like to thank my supervisor for his generous time and
commitment. Throughout my dissertation, he had taken his valuable time to help me
whenever I needed; read through my draft copies; listened to me patiently; quickly
answered all my email queries and supported me every step of the way. Starting
from refining the research topic, he has encouraged me to develop independent
thinking and greatly assisted me with writing.
Thanks to all of those Samsung peoples who had taken time for filling in the
questionnaires in my research. Without their active participation it would not be
possible to carry out this research.
Last but not the least, I thank to my family members, friends and relatives for
their kind help and cooperation during the research period.
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Chapter 1: Introduction
Background to research topic
Internet market becoming more and more popular as new marketing channels for
selling as well buying of products and services. The electronic sector includes their online
selling products such as television, radio, smartphones, telephone exchange, radars and so
on. In serpent internet has become important while also for doing business in which they can
gain huge amount of profits. In having business online they can easily attract more customer
by having attractive websites, blogs and proper used of social media platforms where they
can make teenagers as their targeted for selling electronic products. Internet marketing also
promote high level of satisfaction along with that consider successfully business. Internet
keep support for conducting business plus maintain interaction with other customer in selling
and buying (Pärssinen and et.al., 2018). E-commerce business earning can be done easier
in sale and profits done furthermore maintain performance level of business in market. In
changing time business towards internet is getting vast and many peoples are getting
attached towards them. In traditional and modern changes with adopting new technology
along with that improving economic productivity and performance of business. Through
conducting business online stores can more develop them as offline stores and in various
countries for making more customers. In having higher level of satisfaction as products and
services can be maintained solving their problems clear and keep focused towards them so
it means that they can make retention in customer attraction along with attention. In terms of
online advertising they used different technological including banners, pop-ups messages
for internet user as well. One of the greatest benefits in online advertising is cost-
effectiveness for business and might be affordable as well inexpensive in promoting
business online.
Background to research organization
Samsung group is multinational conglomerate company with having headquartered
in South Korean. From last years they have diversified them into such groups insurance,
retailing, textiles, securities etc. in making more probability. The company power influenced
development of economic, politics, culture and media plus having major driving behind them
in market. Samsung has started with small business with only forty employee and moving
forwards they have moved towards lines of insurance, retailing, securities as well. In 1960
company have entered in market of electronic sector and formed various products such as
telecommunication, television set and electronic mechanics. From last years Samsung has
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become the largest producer of memory chips. It is also known for information technology
and electronic market company in producing Air conditioners, computer, digital televisions
etc. they have developed more in Smartphones platforms as officially launched Samsung
Solstice (Chung and et.al.,2017). The organization has the largest number of making phone,
and they have also overtaken to Nokia, company build up them for growth opportunities in
market. Later, Samsung has granted patents with any other companies including Apple,
IBM, Google and Sony. Increaser business activity globally in electronic, its semiconductor
and phone have become important source of income for them. In selling their phone online
as well some other products companies have also become many more known to all sector in
developed countries. The company have some major clients like Royal Dutch and Ontario
governments.
Research rationale
Online advertising become more profitability level for all the sector and while
conducting this they can attract customer this is main objective for choosing research topic.
Today's time many business have been conducted e-commerce sector in developing their
companies as well to their business. So they can make their business in well some other
developed countries. People should come to know about their strategies in having business
online and how they make profits in internet marketing. Many business are required to
create e-commerce process in which they can easily attract more customer and satisfaction
for existing customer with various products and services, it could be another reasons for
selecting this research topics.
Research question (s)
 What is the concept of online advertising along with analysis of its significance for a
company.
 What is the impact lead by of online advertising on profitability levels of Samsung
within in UK while operating in the electronics sector.
 What are the new and latest form of online advertising that can be implicated by
Samsung Company to have enhanced level of profitability while operating in
electronic sector of U. K.
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1.5 Research aims and objectives
Aim: “To analysis of the significance of the concept of online advertising along with its
impact on profitability levels in the electronics sector of UK. A research project on Samsung.
Objectives:
 To review about the concept of online advertising along with analysis of its
significance for a company.
 To investigate about the impact lead by of online advertising on profitability levels of
Samsung within in UK while operating in the electronics sector.
 To determine some new and latest form of online advertising that can be implicated
by Samsung Company to have enhanced level of profitability while operating in
electronic sector of UK.
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Chapter 2: Literature review
2.1 Introduction of literature review
Literature review is scholar survey which is used for sourcing specific topics. While
this writing it can include finding with relevant publications, analyzing them and explaining
what have been founded. In research, it used many sources such as theory, description,
summary, critical evaluation to those who are working in investigating report of research.
Different authors will have different take on objectives which is going to impact the
knowledge and information in an individual will increase (Mayyas, Steward and Mann,
2019). The further literature review is going to consist of different authors and their point of
views.
2.2 Main body with heading and sub-headings
Significance of online advertisement
As per the view of (Vasilkova, 2019), a lot of online platforms are present in the
market which is going to make the satisfaction level, sales, profitability, standards and brand
value of the company be increased. Online advertisement has analysed that there are more
customers which are getting attracted to products and services online which is going to be a
great factor. Businesses in the market are making sure that they are having the right
measures and methods for this factor to be implemented. Importance of online
advertisement needs to be understood and planned effectively so that there is going to be
higher functioning and performance which is going to be present. In according to (Liu, 2020),
local presence can also be improved by having right online advertisement which would be
present so that there are higher performance and operations which would be present.
Businesses need to have a never ending cycle of goodness which must be present in an
organization so that there is going to be higher purchasing of the clients in the firm. Online
advertisement is going to get in a large audience base which is going to make the business
have more accessibility in the market which is going to be a great factor. Beliefs, values and
behaviour online of the audience can be understood well which would make the standards
and performance of the company be increased and that is going to make the sales and profit
margins of the company be much higher.
In the opinion of (Ng, So and Tam, 2021), in reality online marketing or
advertisement is going to make the offerings and promotions for the products and services
of the brand be easier which is going to be a great factor for the company to have. There are
a lot of methods, offerings and strategies which are present in advertisement online factor.
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Pay per click is the most wanted and informative factor for the businesses which is making
the company have more sales and attract the customers. Gender, age, preferences,
demographic audience, etc. are well understood by organizations which is going to make the
performance and sales of the company be higher and that is good for the further growth of
the business as well. Engagement is going to make the performance and functioning be
higher and is going to make the online advertisements be further improved so that there is
going to be more sales. Re- marketing advertisements are also present in the market so that
the achievement and goals can be achieved on time which is going to make the brand be
able to have higher awareness and generation of motives for the clients which is going to be
created. Author suggests (Cheung, Pires and Rosenberger, 2020), Google is a re-
marketing tool which is mostly used by businesses in order to be able to have higher sales
and is an easy method as well which would be very helpful as well. There is a lot of
investment but all that investment in online advertisement which a business is going to make
can be refunded to the business again by having the right strategies and measures which is
going to make the company have higher brand value and reputation in the market.
As per the author (Bosher and Yeşiloğlu, 2019), better visibility for the channels and
firms are present online. Samsung is investing on online advertisement a lot which is going
to make the sales and performance level of the company be higher. By having online
advertisement there is going to be another advantage which is going to be present which is
that there is going to be two- way communication which is going to be created. Relationship
with the clients has to be present therefore this is a modern method which can be used in
order to make sure that there is going to be more sales and performance of the company is
going to be improved. There is call, chat, email, etc. methods which are present and that is
going to make the interaction much stronger. In opinion of the author (Castilho, 2019), the
visibility of the business is going to be increased and there is going to be higher
performance and marketing factors for the business which is going to be present. There is
multitasking for the clients and the business to have which is going to help the business be
able to operate effectively and efficiently in the market. Opportunities in the market regarding
this factor are many which is going to be effective for the overall development and
performance which is going to be there.
Profitability level of online advertisement of Samsung
In consideration of (Li and et.al., 2017), Samsung takes the data of the customers
and provides them with the sales, offerings and other aspect so that there are going to be
more sales. Promotions online is going to make the company have more profit margins
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because they would be able to attract the right customers. There are no limitations on the
online advertisement which is going to make the standards and impact of the company be
higher on the customers. Quality of the advertising online has improved which is going to
make the reputation be higher. Customer satisfaction is important for the firm to have so that
there is going to be higher satisfaction level which is going to be present. Customers prefer
online advertisements and get easily influenced which is going to make the satisfaction level
of the customers be present and also make the right decisions accordingly in Samsung
which would be present. View of (De Toni and et.al., 2017), there is a lot of profit margins
which Samsung can get if there are right decisions and measures which are going to be
taken according to the clients online. The online clients have a different approach and idea
of online advertisement which must be considered. Clients are going to remember the online
advertisements more because the company is investing and making sure that the population
is having this factor. Online advertisement is reducing the wastage as well which is very
good for the overall development and profit margins which is going to make the
improvement be higher and the company will be able to make the right standards and
working for them.
In according to (Holland and Gutiérrez-Leefmans, 2018), exploring new methods is
something which Samsung is experienced within which is going to make the company be
able to make the online presence be much higher. There is a lot of traffic online as well
which is present therefore Samsung has their own website as well so that they can
understand the working and performance of the organization so that there is going to be
higher performance. Sales and loyalty of the customers is present in Samsung clients which
is why there are good preferences and understanding between the two. Samsung has been
able to have higher satisfaction level and which online advertising measure has got for the
firm which is going to make the company be able to have profitability. There is a growth in
the sales from 2015 which was $178 billion to $222 billion which is visible and is going to
make sure that there is effective working which is going to be present. In discussion with
(Palazzo, Vollero and Siano, 2020), Samsung is promoting their galaxy models online by
advertising them so that there is going to be higher functioning and revenue generation
which is going to be present. Attractive and careful designing for electronic has to be present
in Samsung so that there would be better growth and development of the organization.
There is a steady growth of Samsung even after having so many other competitors is
because of the decisions which the firm has been taking because of the experience which
the company has gained.
As per the view of (Trivedi, 2019), Samsung is providing a lot of offers and affordable
budgets for the clients which is going to make the sales of the company be higher and that is
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good for the overall growth of the firm. There are a lot of social media featuring sites which is
going to make the performance and operations of the organization be higher which is going
to make the revenues of the company be higher. Tools which are being used in the
organization have to match the standards and brand value which the company has gained
over years which is going to be great factor for the company to have. There is 6% revenue
which Samsung is putting for the research and development department so that they can
find easier and more effective measures to be able to make sure that there is good revenue
and profit margins of the company which can be improved. The author recommended
(MuneebMehta and et.al., 2020), that the businesses must be able to make sure that the
implementation of the online services must be effective so that there is going to be higher
performance. There are still a lot of companies which are using the traditional methods for
advertisement which includes Samsung as well which is using this aspect in order to get in
the customers which is going to make the satisfaction level of the customers be higher.
Level of the profitability in Samsung is evident and the company is making further
investment in this aspect so that the company will be able to have the right functioning and
operations which is going to be present.
Forms of online advertisement which can be implemented and be beneficial for business
In opinion of (Orhangazi, 2019), author there are a lot of factors which can be
implemented in businesses so that there is going to be effective online advertising measures
which can be taken. There have to be more native advertising measures which must be
taken for the organization and video advertising is going to make a higher impact as well.
Feel and functioning of media is going to make the clients be able to connect with the
organization further and that is going to be a great factor for the company to have for a long
run. Paid content is a measure which Samsung is using so that there is going to be higher
performance and functioning which is going to make the standards of the company be
higher. There has to be good information and traditional methods must be continued to be
used by businesses which want to gain competitive advantage in the market so that there is
going to be higher sales and impact. As per the view of (Estrada and Dong, 2020), there
must be good content for online advertising as well which needs to be present so that there
would be higher functioning and satisfaction which is going to be there. Display
advertisement is going to help the company be able to make the right funds and further
expansion is also going to be present for the higher functioning of the company. Emotions,
typographic composition, minimalism, gestalt principles, focal point and colour psychology
must be used effectively so that there is going to be higher satisfaction and accomplishment
of the company is going to be on that point.
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As per the (Lee, Leem and Bae, 2018), author is making a statement that there has
to be a good use of text and colours which are present in the advertisement has to be
according to the attraction level of the clients so that there is going to be higher functioning
which is going to be present. Internet is very addictive for the customers which is why it is
important for the company to make sure that they are taking the right actions in order to
make sure that there is going to be higher functioning and performance level would be
higher. Though, online advertisement is complicated therefore experts are present in
Samsung which is going to make the performance level and working of the organization be
higher. The author recommended (Buratto, Cesaretto and De Giovanni, 2019), Samsung will
have to make sure that they are having right research engine marketing and optimization for
the products and services so that there is going to be higher functioning. It is important that
emails and other direct contact with all the customers is kept so that there is going to be
more trust and loyalty which can be gained and that is going to make the company be able
to have higher functioning. Loyalty ad spreading of word through the online advertisement is
very easy which is going to make the standards of the company be improved and the
reputation of the company is going to be higher. Google can be used as a business which is
going to make the business be able to have more knowledge and sales impacting in higher
profitability.
In discussion with (Fraser, 2020), paid search is going to make the primary working
and expectations of the company be higher which is going to be a good factor for a long run.
Social media is running 24 hours and engagement is also going to be according to that
therefore using this platform for Samsung is going to be a lot more helpful for a long run.
There are broadcasting channels which have increased in number and that is going to make
the standards and promotional factor for the company be much higher. Click to online
purchase is going to give out information of the customers to the company which is going to
help the business be able to have the right standards and sales which is good for a long run.
In according to (Kotler and et.al., 2019), Facebook, Instagram, Pinterest, etc. social media
can be used by Samsung to be able to make the electronic services be improved and
developed around this factor which is going to be a great factor for the company. Samsung
is trying to have higher sales which is going to make the investment for the company be
present and that is going to make the performance also be improved as well.
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2.3 Conclusion of literature review
From the above research it can be concluded that, Samsung has got in a lot of
changes which are present in the working environment so that there is going to be higher
functioning. It is important for the company to use the online advertising factor so that there
is going to be higher growth and operations which is going to be present. Online
advertisement is having a great impact and a visual which the clients can remember which
would be a better factor for the company to have. Samsung will be able to gain competitive
advantage in the market which is going to make the company gain loyalty and trust of the
clients which is a great factor for the organization to have for a long run. A lot of policies and
laws which must be followed in the business when they are using the online advertisement
factor so that the business will be able to develop and make a strong base in the market for
them. Media and social platforms are making a place for themselves in the market which is
going to be a great factor for the company to have so that there is going to be better
operations and performances which the business will be able to have for a longer run.
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Chapter 3: Methodology
3.1 Research process
There are two types of researches which are present in order to make sure that there
is effective understanding. The two types are qualitative and quantitative which are going to
be discussed. Quantitative research is going to include numbers and statistics which is
going to be included so that there is going to be higher performance and evidence which can
be provided (Klyuev, Poznin and Zubko, 2019). Qualitative research allows in depth
experiencing and explore more ideas which was cared out in research. There are a lot of
unexplored ideas and topics which are addressed in the research so that there is going to be
higher performance. Understanding the internal environment and working is very essential
so that there would be higher functioning and operations which would be present. Finding
out the exact data is not going to take place and that is not a good factor for the organization
and the analysis of the situation which needs to be monitored effectively. Proper structure
needs to be present which is going to help in the higher performance and collection of data
which is going to be there. Tesco is highly experienced and collecting the right information
so that the business will be able to develop themselves efficiently. There is a huge role of
quantitative approach which is present in the data analysis which is going to make the
performance level much higher. The numbers which are being used in this research has to
be done so that the outcomes can be taken out exact and that is going to make the
performance and operational level even higher.
3.2 Research approach
A lot of approaches are present in the market related for collecting the information
which is present in the market. The two approaches which are present are inductive and
deductive approach which are deductive approach is going to question and test the existing
approaches and theories which are present. Deductive approach also makes sure that the
topic from generalization there is broader observation which is present in the research
(Félix, Dias and Clemente, 2017). Deductive approach is going to be used in this research
as well so that there is going to be higher performance and functioning which is going to be
present. Challenging the existing theories is going to get out a better perspective for the
others which is going to make a huge impact on the results of this research. Inductive
approach is not going to challenge the existing theories but consider them and from broader
understanding there is going to be generalization which is going to take place in this
approach. There has to be good reasoning which has to be present so that there would be
higher understanding and performance which is going to be present and that is going to be
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very beneficial for the organization as well. The research is going to use inductive approach
which is going to make the performance higher and understanding also be present (Shaw
and et.al., 2017). Narrowing the research is not going to be a good factor for the overall
performance of the organization, and they need to have a generalized way of working which
is going to get in flexibility in the firm as well.
3.3 Research strategy
Research philosophy is the belief which is included in collecting the data, analysing
and using it. There are again two types of research strategies (philosophy) which are
present which are interpretative and realism which are included in this research. Though, the
focus is upon the interpretative research style since that includes social understanding and
does not include the casual detailing and explanation which is going to be considered which
is going to be a great factor for finding out the data. Realism is going to focus on the social
aspect which is not going to be a great factor for the overall performance as well. There has
to be good observation and logics which are included, therefore using the interpretative
research style is a very logical aspect for the researcher to be considering (Lourie and Rata,
2017). There has to be good interpretation which is going to be required so that there is
going to be higher performance and functioning which would be present. The data collected
for the research is realistic which is going to make the performance level be higher and
make sure that there is good working and efficiency which is going to be present.
3.4 Research methodology
It is very important to analyse the data which has been collected so that there is
going to be higher information and conclusion which can be taken out and impact the
decision-making as well. There is a use of thematic data which has been used in this
research which is going to make the outcomes be higher (Flick, 2020). Thematic data is
qualitative data which is going to be included so that there is good idea and pattern which is
carried out. There must be use of right sources which is going to make the results be higher
which is going to be effective as well. There has to be good examination of logical and
analytical reasoning which needs to be present so that there is going to be higher
conduction of performance which would be there. A lot of sources are present in collecting
data and making sure that there are good techniques which are being used so that there is
going to be higher decision- making which would be there. Training and development is
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important and without having the right analysis Samsung will not be able to make sure that
there is effective working and implementation which is taking place in the organization.
3.5 Research instruments/tools
Collection of information means gathering information and measuring on the basis on
variables of targeted in developing systems. It is research that have components of fields
includes such as social science, physical, business and so on. Here are two types of
collection primary in which scholar collect information through surveys, conducting
interviews, secondary data means from where information have been gathered through
magazines, newspaper, publications books (Zhou and et.al., 2018). Here in this study
scholar have selected through preparing questionnaire in which they have make various
question online and gets respond as much they can gain from questionnaire. While
collecting information from primary data they have interacted with many people and in
secondary they have to collect information from various books and journal which have been
already used from other scholars as well.
3.6 Sampling
There are two types of sampling which is going to be present which are probability
and non-probability sampling which are going to be considered in the research. The focus of
the research is upon the probability sampling which is going to make the performance and
outcome of the research (Matzumura-Kasano and et.al., 2018). Probability sampling is going
to include random sampling which is going to be present in this research so that there is
going to be higher understanding and outcome of this research. The other type of sampling
is non probability sampling which is does not include random sampling which is going to be
present and participants are going to be selected as well. Random sampling is not going to
be good for the overall outcome of the research for a long run which is going to impact the
working as well. Non probability sampling is going to include bias and inequality which is not
going to make the results of the research be higher and the right performance is not going to
be present as well. There is a sampling of 30 employees and customers which is going to be
considered which is going to be a great factor for the result to have a higher outcome. There
has to be a good detailed understanding which has to be present and that is going to make
the performance and sampling rate be higher and that is going to be a great factor for the
overall performance.
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3.6 Ethical implications
It is very important for the researcher to make sure that there is a good follow
of ethical considerations which are present while conducting a research which is going to
make the outcomes be higher. Data is collected and not stolen from anywhere which is
ethical and consent forms were given to the participants who participated in the research
which is going to make the satisfaction be higher. There is no bias on the bases of any other
aspect which is going to make the performance be higher and that is going to be good and
ideal for the overall functioning and working of this research (Healey, 2017). The participants
agreed upon no outlet of their personal information which is going to make the satisfaction
level and be involved higher. There must be no bias to get the results and selection is just
going to make the performance and the end result get subjective in nature which is going to
make it better. Entire population has to be involved in the sampling and survey so that the
findings is going to be higher and that is going to be beneficial for the overall development. It
is important to make sure that the participants are having a safety while this research is
taking place which is going to be a great factor.
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Chapter 4: Findings (data presentation)
It can be concluded that online advertisement is the new method which can be used by
businesses in the market in order to make sure that they are having more sales and profit margins of
the business can be increased. There is a lot of attention which can be gained in the market of the
customers through this platform so that there is going to be higher value for the products and
services which the company can gain. There are reviews, features, quality, pricing, etc. information
which is present in an online advertisement which is going to make the sales be increased. Warranty
is provided online as well which is going to make the loyalty and trust factor of the customers be
increased which is going to make the performance of the brand increase in the market. Factors
which can be used to attract more customers are celebrities, pricing, loyalty for brand, offering and
discounts but the most important for Samsung is loyalty for the brand which the clients have
towards this firm. Online advertisements are time saving for the company is going to help the
business be able to develop and make further plans which is going to make the satisfaction level of
the company increase in the economic factor. Online there are comparisons which the clients can
make of Samsung which is going to be a great factor for the organization to be able to prove to the
clients that having a stable working is going to be beneficial. More knowledge and information is
also going to be shared which is good for the reputation and standards of the company and make
the business be able to develop in the further market as well.
Online advertisement is going to make the trust and security of the clients be higher which is
going to be a good factor for the overall development of the company which is going to be present.
Payment online was not safe but now the companies in the market have made it secure so that the
clients are going to find it easier to be able to make the right decisions and clients money is going to
be valued as well. Online advertisements are being made enjoyable for the clients which is going to
impact the overall performance of the organization. There is a lot of information about the product
which is provided online so that the sales and margins in the economic factor can be increased.
Awareness of the clients on the online products is essential so that there would be higher growth of
the products and services which is going to be present and that is good for the development of the
products and services as well as the profitability of the firm. Physical appearance online of Samsung
is worked upon according to the clients so that the organization will be able to provide the best of
quality and products to the customers which is going to make the functioning and performance of
the business be higher. Company will have to adapt to the online advertisement for a longer run so
that there is going to be higher performance, stability and working which is going to be present in
the market which is going to make the standards and brand value of the organization be higher than
the competitors.
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Chapter 5: Discussion (data interpretation)
Theme 1: Product reviews is important for before you purchased electric products
Particular Respondent
Price 5
Quality 5
Product reviews 13
Features 4
Warranty 3
Total 30
Interpretation: From the above table it had been specified that people who are
using internet as per their opinion at time of purchasing products they usually preferred to
product reviews. Out of 30 respondents, 13 respondents are totally agreed with checking
product reviews before they buy any products. 5 respondents are also agreed with the
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Price Quality Product reviews Features Warranty
0
2
4
6
8
10
12
14
5 5
13
4
3
Product reviews is important for before you purchased electric products
Column B
Illustration 1: Product reviews is important for before you purchased electric products

features of price through which they are satisfied and 5 responded are based on their quality
of products. 4 respondents seen features of any electrical product before purchasing them
along with that 3 responds believe that they are purchasing product on basis of warranty. As
per authors says customer should care about their products and think that what they are
going to purchase and also rating of that products. It means that customer gets satisfied with
buying any products. 13 respondent believe that before buying any products they usually
observe through websites about the rating of goods and from where they have to purchase
that could be online or offline stores. Online advertising for Samsung is having a higher
product review which other brands do not have which is making the customer be certain
about the purchasing of the products and services which is going to be a great factor for the
sales and productivity level of the company for a longer run in the market.
Theme 2: Brand loyalty that attracted most to online advertising
Particular Respondent
Brand Loyalty 14
Celebrities 5
Content 4
Offers and Discount 7
Total 30
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Brand Loyalty
Celebrities
Content
Offers and Discount
0 2 4 6 8 10 12 14
14
5
4
7
Brand loyalty that attracted most to online advertising
Column B

Interpretation: From the above table this show about brand loyalty of products
attract more to people for watching online advertising. Out of 30 respondents, 14 of
respondents are attracted toward their brand loyalty in purchasing their products as per
authors said that brand loyalty can keep brand image of products as well to their company
also and it is important in having brand image. 5 respondents are attracted towards their
celebrities which they have used in advertising of their goods and services that and tries to
make their products more developed. 4 respondents were attracted towards their content
which they have used in advertising in products it means they have to keep more focused on
content writing about any products that could be more attractive. Offers and discount 7
respondents wants in their products. It means that respondents is more attracted towards
their brands loyalty through which they can more customer and attract existing customer
with their loyalty as well make more brand image. It is because of the safety and security
measures which are being provided to the customers online that is going to make the
performance and attract more clients as well which are present in the market as well.
Samsung has gathered a strong customer base in the market for the organization which is
going to make the profit margins of the business be present and that is going to make the
standards be higher.
Theme 3: Television advertising source that prefer most for purchasing electric
products
Particular Respondent
Television 15
Newspaper 6
Radio 4
Online 5
Total 30
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Interpretation: From the above it had been specified that television is the source
which is preferred most at time of purchasing electric products. Out of 30 respondents, 15
responds prefer television advertise as they think that products in this can be reality and
having trust on them. Newspaper respondent 6 because they think that some advertise are
fake and not real without any authorized website material can be taken. 4 respondent prefer
radio in which they get some information about products, in present time few brands used
radio for sharing information and few respondent used that, who used they think that could
not reliable for purchasing any products. Sometime that can be benefits after hearing from
radio that could have some offers and discounts. 5 respondents believe that online
advertising is best and most important for them in purchasing any products. As per authors
views that television advertise saves more time rather than online advertising in this many
other fake ads are included, and they are more time-wasting in purchasing any things that
could be sometime out of date. Respondents 15 out of 30 thinks that television is more
essential source for them.
Theme 4: Time saving factors impressed the most in online advertising
Particular Respondent
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15
6
4
5
Television advertising source that prefer most for purchasing electric products
Television
Newspaper
Radio
Online
Illustration 3: Television advertising source that prefer most for purchasing electric products

Time saving 14
Product differentiation 9
More knowledge 4
All the above 3
Total 30
Interpretation: From the above, Time saving factors that save respondents time in
online advertising. Out of 30 respondents, 14 responds think that in bust life schedule they
do not prefer television, radio or newspaper for watching any advertising. They think that
time saving is more important in time-wasting for advertising. 9 respondents have views in
products differentiation according to their reviews products can be different from one brands
to another and price should be also different from one products so that can be impressed
them more in purchasing any products. 4 respondents things in online advertising, they can
gain more knowledge about various brands along with they also come to know more about
some different products. 3 respondents choose all the above option as per their thinking
time saving, more knowledge and product differentiation are important for purchasing any
products meanwhile impressing factor from online advertising. The impression of online
advertising is great in the market because all the competitors in the market are also using
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Time saving
Product differentiation
More knowledge
All the above
0
2
4
6
8
10
12
14
14
9
4
3
Time saving factors impressed the most in online advertising
Column B
Illustration 4: Time saving factors impressed the most in online advertising

this factor in order to make sure that they are getting in more customers and the sales and
profit margins of the company is going to increase.
Theme 5: Feel secure and trust is opinion towards quality of website which show
electronic products
Particular Respondent
Feel secure and trust 18
Sort of website design 5
Various types of payments 7
Total 30
Interpretation: From the above table, it had been agreements that internet users in
their views quality of websites in which basically show electrical products. Out of 30
respondents, 18 responds agree with feel secure and trust features that provides them
proper quality of website through which they can easily purchase their electric products. 5
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18 5
7
Feel secure and trust is opinion towards quality of website which show electronic products
Feel secure and trust
sort of website design
various types of payments
Illustration 5: Feel secure and trust is opinion towards quality of website which show
electronic products

respondents are disagreed with sort in websites designs they think that websites should be
specified do not have fake content. 7 responds are agreed with having various types of
websites in online advertising in purchasing their products. Through which they come to
know more about various modes of payment and can gain more knowledge about that along
with easily sort the opinion towards their websites designs. Websites can be in such that
could keep attracts them new more customer with new brands. Samsung is pricing their
products according to the competition which is going to make the standards of the
organization be increased so that there is going to be higher productivity which is going to
be present.
Theme 6: Enjoyable and informative attitude makes towards online advertising
Particular Respondent
Enjoying and informative 15
Annoying 7
Brand feature knowledge 4
Product differentiation 4
Total 30
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15
7
4
4
Enjoyable and informative attitude makes towards online advertising
Enjoying and informative
Annoying
Brand feature knowledge
Product differentiation
Illustration 6: Enjoyable and informative attitude makes towards online advertising

Interpretation: From the above table, attitude towards online advertising this means
that many users are their for using internet and enjoying them. Out of 30 respondent, 15
responds are enjoying and informative towards attitude in watching their online advertising
at time of purchasing electric products. As per authors views that internet in recent times are
more developed and makes a good deal of sense of using their products. 7 respondents are
agreed for annoying their attitudes towards their online advertising and buying their more
products after observing their advertising. 4 respondents are agreed in having brand feature
knowledge towards what they are going to purchase and enhance about what they want to
buy for them. 4 responds are disagreed with product differentiation through which they come
to know about their different products from other stores along with that different pricing
strategies could be there, instance of using same pricing with same products. A lot of
positivity in Samsung is also present for online advertisement which is going to make the
performance level of the organization be higher which is going to be beneficial.
Theme 7: Awareness features of online advertising that affected your purchasing
decision
Particular Respondent
Awareness 12
Physical appearance 7
Guiding purchase 6
Discount and offers 5
Total 30
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Interpretation: From the above table it seems that features of online advertising that
affected purchasing decision of peoples. Out of 30 respondents, 12 responds are strongly
awareness about their online advertising which can be easily affected with purchasing. 7
respondents, are agreed with physical appearance as those who are more conscious
towards their health so that they will not affect towards their online advertising. 6 guiding
purchase can be more affected that could make their online advertising more in taking
purchasing decision. Discount and offers 5 respondents are affected from them as because
they think that brand loyalty as well awareness more important for them in purchasing
decision.
Theme 8: Recommend the measures which a business must take so that there is
going to be higher operations and profitability.
Interpretation: Most of the participants of the survey said that Samsung will have to
use the online advertising effectively so that they would be able to have higher profitability
which is a great factor. The customers feel like Samsung has been able to connect with the
emotions and needs of the customers but using the online advertisement is very helpful for
the overall growth of the company. Samsung will be able to have a higher performance level
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12
7
6
5
Awareness features of online advertising that affected your purchasing decision
Awareness
Physical appearance
Guiding purchase
Discount and offers
Illustration 7: Awareness features of online advertising that affected your purchasing decision

in the market if there are right strategies and measures which are planned and implemented
so that there would be better operations. Profit margins of the competitors in the market are
also increasing therefore it is important for Samsung to make the right decision for
themselves. Loyalty and trust of the clients can be increased if there are right aspects which
are being followed in the organization so that there is going to be effective working which is
going to be present.
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Chapter 6: Conclusion, recommendations and implications
for further research
CONCLUSION
From the above research it can be concluded that there are a lot of changes which
have come in the market which needs to be considered by firms so that there is going to be
higher operations. Online advertisement is one of the new approach which has come in the
market so that there is going to be higher operations. The company has to make sure that
there is going to be better sense of direction which is present and the loyalty and trust which
the business must gain in order to have the right standards and brand value for themselves.
Modern methods must be implemented in the organization so that there is going to be
higher and better productivity which is going to be present and the company is going to
have higher competitive advantage which is going to be present. Company must
understand their customers and only then get in the changes which are required and that is
going to make the satisfaction level even higher and make the organization be able to make
the right decisions as well. Online platforms are used by a lot of large and small
organizations in order to be able to attract the right customers and make the sales much
higher so that the organization will be able to have a stable growth in the market.
RECOMMENDATIONS
The interaction of the company has to be made stronger so that there is going to be
higher advantage which Samsung is going to have in the market. Customer satisfaction and
interaction is not just going to make the company be able to make the changes come in but
the purchasing of the customers is also going to increase. The company will have to make
sure that the online advertisement decisions which Samsung is taking is being able to get
across to the clients globally and is making a great impact on them. The right fonts, cultural
values, beliefs, colors, etc. have to be present so that the company will be able to have
higher sales and more customers are going to get loyal and gain their trust in this
organization. Businesses in the market have to make sure that there is going to be higher
satisfaction and benefits for the company which are coming in so that there is going to be
better operations. Online advertising is a modern method which is being used by
organizations in the market and that is going to make the company have higher satisfaction
and more stability which is going to be present and make the company be able to make the
right decisions and brand value for a long run in the market.
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IMPLICATIONS
There must be good implementation which businesses must opt so that there can be
higher operations and productivity level which is going to be present. To be able to have a
stable growth and match the demands and needs of the customers the modern online
methods have to be considered and implemented in businesses so that there is going to be
higher sales. Understanding the employees present in the organization have to be
understood so that there is going to be higher operations. Changes come in with the
employees being able to accept the changes and that is possible when they get something
in return. Monitoring and controlling the changes is also important so that there is going to
be higher sales and functioning which would be present. Slow and steady is a very good
method to get in changes and training the workforce so that the internal working is not going
to get affected due to this factor. Internal factor is going to make sure that the company is
being able to match the standards and demands of the customers from time to time which is
a good factor for the reputation and standards of the company for a longer run as well.
Online advertisement is a very successful factor for Samsung to implement and have the
right decisions for this factor so that there is going to be effective growth which is going to
be present.
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