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

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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