Future of Advertising and Globalization through Digital Communication Mediums

This research proposal focuses on the future of advertising and globalization through digital communication mediums. It aims to identify the different modes of digital communication, assess the impact of digital communication on future advertising and globalization, and recommend the best digital medium strategies for the future of globalization and advertising.

Research Proposal

Title of the Research
The Future of advertising and globalization through digital communication mediums
Problem Description
Background/Overview
Rise of globalization is offering a lot of opportunities, every day a new technology is
emerging in the market. Technological advancement is reducing the manual work as well as it
ease the complex work. Through digital media communication it facilitates the social relation it
also empowers the person (Androutsopoulou and et.al 2019). Digital mediums are beneficial in
order to develop the online community for any firm. By using its various applications and tools
firms will be able to promote their item and services easily, it helps in attracting the attention of
various stakeholders. Therefore, digital communication refer as any interaction based on network
connectivity, it encompasses the different range of tools and channels that helps in connecting
with the wide range of audience (Bulturbayevich, 2021). Future of advertising is depends on the
technologies which leads to great consumer engagement along with precise targeting. Videos
linked with the storytelling, Augmented and virtual reality associated with the personalized
targeting, all these will help the businesses to engage their customer with their services and to
develop a potential customer base, through which the firms will be able to return high revenues.
This report is going to focus on developing understanding about the digital communication
medium, as how it changing the dynamics for the advertising and globalisation. This study is
important because as it helps in creating the technological opportunities for the firm, consumer in
market demands for the tech savvy product. Thus, with the help of this they will be able to fulfil
the demands of the consumer.
This paper focuses on the improvement pattern of computerized publicizing and investigating
different types of promoting correspondence. It advances a few parts of "accepting computerized
knowledge as a method, taking the endurance structure, modern structure and idea type of
promoting as the main, and taking the customary publicizing correspondence structure as a
viable enhancement". It talks about the issues of endurance and future improvement of

computerized clever publicize. It investigates the staggered, eco-savvy promoting
correspondence structure and the improvement methodology of "Web in addition to publicizing".
Rationale and Significance
The evolution of the globalisation process as it adapts to the new era (digital era) and the
opportunities it creates for businesses (SMEs, multinational organisations), as well as people.
Globalisation has been characterised for decades as the free movement of goods, capital, and
services that has reinforced the links between states and nations. Companies can access new
markets, small businesses can become "micro-multinationals," but instead people are actively
participating in the globalisation process by using digital platforms to find a job, study, present
skills, and create personal social networks. As a result, digitalization alters business models
throughout the world, affecting the global economy through complex transitions that occur
between countries with varied levels of development, regulatory regimes, and other costs.
As imagined by Levitt and others, a worldwide market has appeared; notwithstanding, it very
well might be mutilated but in what we have named the leading group of three nations, however
hitherto crossing a large portion of the planet, with proportionate inclusion of 72% of worldwide
exchange. Enter stage left, the enormous data sets of purchaser or market data will support
practically all advertising choices of the present and what is to come. It is packed, cut-throat, and
to some degree hostile. For some purposes, such a commercial centre addresses a new
government. For a business to be heard or seen amid the signalling, pinging, and redundant
correspondence mess, brands have turned into the cauldron into which coordinated promoting
interchanges should be poured. Henceforth, brands should be saturated with character, which
means in all brand-related exercises, which may mean that it does not lie in brands or
correspondences yet in recipients' personalities. Henceforth, organisations should turn out to be
socially familiar with the setting of their business sectors.
Research Questions
The questionnaire will help collect relevant information. It is the most critical features of the
research and a good questionnaire must meet the two elementary criteria of accuracy and
relevance. It should be cautiously designed to ensure the answers are pertinent: thus, how the
questions are framed, the sequence of questions and pretesting of questions (Zikmund & Babin,

2007). It is very important to prepare effective questions, so that appropriate information can be
generated from respondents (Katono 2011).
 Has globalization gone too far or has it been heading in the wrong direction through
communication mediums?
 To what extent has advertising changed with the introduction and growth of the internet?
 What impact does digital communication mediums have on advertising and
globalisation?
 What are the most effective communication mediums utilised in advertising?
 What is the Future of advertising and globalization through digital communication
mediums?
Research Aim
Purpose of this study is to analyse and evaluate the use of digital communication medium for the
future of globalization and advertising.
Research objectives
 To identify the different modes of digital communication
 To identify the impact of digital communication on future advertising and globalisation
 To assess the advantage of digital communication for streamlining the advertising
process.
 To recommend the best digital medium strategies for future of globalisation and
advertising.
Literature Review
Theme 1: Develop understanding about various mode of digital communication
According to the view of .Chitode, (2020) Digital communication involve the software,
websites, database, web pages, social media, all these guide to accomplish the objectives. It
perform with the help of digital channels and multimedia. It is found that there are many digital
communication channels which are email, smart phone, video calling, podcasts. The first mobile
device that uses the digital communication consider as the 2G phones and after that it rapidly

increasing. On contrary with other author Il'ia and et.al (2018) argued that this technology is
highly power consuming also required the large range of bandwidth and using of technology also
creating pollution, because materials are used in it takes more time for decomposing. Other
modes are electronic medias which are Bluetooth, GPS and now internet of thing is also
anticipating the market. All are beneficial in order to ease out the work, Through which the
person can easily connect with others even if they are sitting across the border. These digital
communication medium are beneficial for the business purpose, organizations are able to reach
out to large audience across the globe. Author Kolesnikov and et.al (2020) further argued that
using of digital communication medium is not cost effective, as it uses the technologies which
costs more for maintenance also required a skill full talent to maintain technologies.
Theme 2 Digital communication impact for advertising and globalization
As per the view of Liu and et.al (2020) DC is the anticipating, as technologies like social media
has great impact over the lives, businesses are able to diverse their services and to communicate
with good range of audience. Technological advancement is majorly contributing to
globalization,as by driving the supply of infrastructure for the trans world connectivity. Author
also said that digital communication has major impact over the marketing as products are easily
accessed by the consumer in a convenient manner. Author Nowak and Fox, (2018) further made
an statement which is about the negative impact of digital communication as due to this global
recession is increasing also developing a job displacement. Because of this people are heavily
rely on social media they prefer online life rather than social world, due to their addiction they
are becoming a victim of depression, anxiety that is causing a lots of problem.
Theme 3 Importance of DC for advertising
Author Ratheeswari, (2018) stated that DC plays an crucial role for the advertising through
which the organization will easily streamline their marketing process. It helps in boosting the
firm brand , companies launches a digital communication campaign in order to attract the
customer towards it, with the use of this they can easily create the awareness of their business.
On contrary with the above statement author Venter, (2019) said that using of this media requires
a great knowledge also using of such channels also creating the chances of hacking and other
malicious activities. But author argued that different technologies such as Block chain is used in
order to prevent from any attack. Thus DC also helps in developing the good customer
experience for betterment. Its strategies are to develop the great insight view of the target
customer, through social media channels firms can easily communicate with the great audience
and proceed to develop the online community for their business.
The essential target of this writing survey is to analyse the advanced advertising procedures
utilised by online business dealers during the COVID-19 pandemic. For this situation,
compelling showcasing empowers the assortment of information to see more about the
designated customers, permitting promoting and different procedures to be more coordinated.
Also, this was started to profoundly see how the advanced advertising systems of online business

merchant’s work. In light of the writing survey, the analysts recognised the accompanying
subjects: digitalisation and computerised advertising, advanced and conventional methods of
promoting, web-based media as an advanced showcasing methodology, data innovations as
advertising strategies, web-based business during the COVID-19 pandemic, understanding of the
web, web, portable, and advanced promoting, inclinations, and future exploration headings, and
suggestions. All in all, computerised advertising has outperformed conventional showcasing.
Web advertisements get more inescapable. Firms' impression of the worth of advanced
showcasing can be characterised. A coordinated methodology is needed to address customer
issues utilising computerised promoting channels. To prevail in this new market, organisations
should initially comprehend their customers' ways of life. Due to the potential portion of the
overall industry that web-based media promoting could give for web advertisers, it is expected
that social publicising spending will keep on filling before very long.
Research Design
Research type
Research helps in creating the new conclusion that will be used further for study evaluation. It
can be done by using two approaches which are qualitative and quantitative type. Where
qualitative research analyse the non-numerical data which can be video, audio, facts, data
sources are questionnaire, interviews, surveys. This research type is used to collect the data
which helps in solving the problem (Wang and et.al 2018). On the other hand Quantitative
research analyse the numeric data which involves the figures, numbers, it is used by the
researcher to test the theories about the human behaviour on the basis of the statistical evidences.
Quantitative research type is beneficial for conducting this research, with this analyst will be able
to collect the data frequently, also helpful in providing the reliable and repeatable data which
can further use to solve the problems.
Method
Data collection
A collection of data that can be used further for drawing conclusion, it is the approach of
gathering the data from reliable sources. It can be done by using two processes which are

primary and secondary data collection method. Primary data sources are interview, surveys,
questionnaire in which the researcher collects the data from open communication with
participants. Whereas secondary method define as collection of data from the existing sources
which are books and journals, internet, websites. For the study primary data is beneficial as it is
accurate and consists of the fact full information that is directly collected from the target
population.
Data analysis:
It is the method of processing the data and transforming into the reliable and useful information.
It can be done by using two approaches which are thematic and statistical data analysis.
Thematic approach is used to analyse the qualitative data, which accounts the finding and
analysing across the data sets to obtain the patterns, it helps in reporting the repeated patterns. On
the other hand statistical analyses quantify the quantitative data, it performs the statistical
operations to analyse the data. This study concentrates on statistical data analysis, as it presents
the numerous benefits to process the vast data, helps in improving the processes.
Sampling
Under this research random sampling method will be used because in this method there is an
equal possibility of selection from the population (Wirtz, Tuzovic and Ehret, 2015). With the
help of this method researcher will be able provide relevant information about topic and
possibilities of selected candidates are also equal. The all-out number of workers that were
picked for directing the exploration is 250 representatives who are being studied from 500
individuals haphazardly, with a reaction pace of half. It is vital to recognise the example size
from the examination who are chiefly being studied for and after which the exploration
essentially relies.
Ethics
The general exploration technique is by all accounts outstanding; however, the information
utilised in the examination can be broken down with an unwavering quality investigation
acquired from the SPSS programming. The unwavering quality of the information is assessed
with the Cronbach alpha test in the examination (Amirrudin, 2021). If the information is above

0.70, the information utilised in the examination is dependable. There is no emotional-based
methodology taken in the exploration. Regularly, the alpha worth is taken, which is the Cronbach
alpha test done to lead the exploration's dependability examination.
The legitimacy test is done to recognise whether or not the examination is legitimate. The
exploration here is viewed as staying away from it with the assistance of the KMO Bartlett test
executed in the information examination section. We can undoubtedly recognise the legitimacy
of the exploration. It is essential to observe whether or not the exploration is legitimate to make
the examination appropriate and precise.
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