Literature Review on Digital Marketing and Brand Equity

The provided assignment is a literature review that focuses on the role of digital marketing and brand equity in small and medium-sized enterprises (SMEs). The review discusses several studies, including research on the adoption of advanced information technologies by SMEs, the use of digital channels in industrial marketing communications, and the importance of social media for consumer product recalls. It also touches upon the measurement of social media engagement with brands and the effects of brand association, loyalty, awareness, and image on young consumers' insights into brand equity.

Research Project

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of the research..................................................................................................1
1.2 Significance of the research..............................................................................................1
1.3 Background of the research..............................................................................................2
1.4 Research Aims and objectives .........................................................................................2
1.5 Gantt chart........................................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction .....................................................................................................................4
2.2 Benefits of social media channels for an SME.................................................................4
2.3 Role of effective brand equity in raising sales and profitability......................................5
2.4 Impact of social media channels on brand equity of A1 communications.......................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8
3.1 Types of research..............................................................................................................8
3.2 Research design................................................................................................................8
3.3 Research Philosophy........................................................................................................8
3.4 Data sampling...................................................................................................................8
3.5 Approaches of data collection..........................................................................................9
3.6 Ethical consideration......................................................................................................10
CHAPTER 4: DATA ANALYSIS................................................................................................10
CHAPTER 5..................................................................................................................................21
5.1 Recommendation............................................................................................................21
5.2 Reflection.......................................................................................................................21
5.3 CONCLUSION..............................................................................................................22
REFERENCES .............................................................................................................................24

TITLE – “To determine the impact of social media channels on increasing brand equity of a
firm. A case study on A1 communications”.
CHAPTER 1: INTRODUCTION
1.1 Overview of the research
The word digitalisation has made easier the life of individuals in completion of different
tasks and activities. Due to growing age of cut throat competition, business associations are
required to have an edge in order to survive for long run. In this manner, most of the firms either
small or large are tend towards acquiring new and innovative tools which can improve their
productivity and performance level at market place (Schivinski, Christodoulides and Dabrowski,
2016). Basically, digitalisation means converting data or information into digital format and
make it more effective or reliable. It involves integration of old skills with new technologies and
trends. Apart from this, the research is classified into different parts, in which first part dictates
research aims and objectives of the study. Another chapter is a review of several literatures so as
to arrive at better conclusion. For effective completion of the research project, qualitative
methods are used in order to get adequate and relevant information. In the fourth chapter,
researcher will gather information from people who use social media sites. At last, necessary
recommendations will be given to arrive at better outcome. In UK, an ample range of SMEs are
establishing with an aim to provide something new and innovative products to people for
improving their living standard. However, evolution of new technologies and shift in consumer
behaviour has moved the focus on small businesses as they are tend towards investing more and
more in new technologies which helps in attaining goals and objectives of the company.
Therefore, it can be said that digitalisation is really a goodwill for every business organisation.
1.2 Significance of the research
The present research will provide an insight how small businesses are using social media
channels as a branding or marketing tool in order to improve their brand equity at marketplace.
Readers will also come to know about different channels of social media and their importance to
attain and retain customers. The report will state, there are several changes are occurred in
business environment which can highly affect working activities and processes of the firm in
direct and indirect manner (Heeks, 2010). The study will also describe objectives, tactics and
strategies are acquired to enhance brand equity Although, changes in technology supports a firm
to modify its business value, customise products and responses with clients personally as well as
1

it also automate entire procedures thus employees can focus on all necessary aspects. In short,
digitalisation helps in increasing presence of a company over society, in turn it spread awareness
among customers towards the brand and improve market goodwill. Furthermore, social media
helps in easily accessible platform with no or less cost; it is a most significant tool for
entrepreneurs to reach large number of people in a certain time period.
1.3 Background of the research
The aim of this study is to recognise the impact of social media channels on improving
brand equity of a firm. In this dynamic environment, internet has revolutionized the way by
which consumers, individuals, organizations and the whole society communicate or interact with
each other. For completion of the entire study, A1 Communication is the chosen organisation; it
provides business to business communications in UK. It is a leading independent communication
specialists by having a wide range of networks. A1 communication not only deliver flexible and
bespoke packages to customers have a best network coverage but also provide amazing customer
experience in cost effective manner. The main products or service of the firm is – mobile
broadband services, virtual land-line, VoIP, recycling, repairs etc. In addition, the main objective
of the firm is to work with all leading network providers so as to offer premium solution to
business mobiles, broadband, telephony and so on. In order to attain its objective, A1
communication focus on improving quality of services and always come up with ideal solution to
business (Hojeghan and Esfangareh, 2011). In this manner, the business association is required to
focus on improving its brand equity by using diverse promotional channels, such as –
advertising, sales promotion etc.
1.4 Research Aims and objectives
Research aims and objectives is an important part of completion of a research project.
Research aims defines what is the intention behind conducting this research whereas research
objectives divides research aim into several parts separately and address them to arrive at better
conclusion. Below is given research aim, i.e.
Research aim - “To determine the impact of social media channels on increasing
brand equity of a firm. A case study on A1 communications”.
Research objectives – Some of the following research objectives are -
 To ascertain the benefits of social media channels or websites for a small business.
 To determine the role of strong brand equity on sales and profitability of an organisation.
2

 To identify the impact of social media sites on brand equity of A1 communications. Recommend some ways through which a SME can obtain high competitive edge.
Research questions -
 Q1. What are the main benefits of social media channels for a small business?
 Q2. How an adequate brand equity helps in increasing sales and profits?
 Q3. What is the impact of social media channels on improving brand equity of A1
communication?
 Q4. Justify the ways by which a small business can gain high competitive edge.
1.5 Gantt chart
A Gantt chart is usually acquired for managing a project which displayed various
working activities or tasks against time (Jagongo and Kinyua, 2013). On one side of the chart,
there is list of to do activities along with their time scale. In addition, Gantt charts are prepared to
track project schedules whether or not they are completing on or before their time frame. There
is given a Gantt chart for accomplishment of various activities or tasks as per the given time
framework.
3

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
A literature review is an assessment of different literature which are published on the area
of concern. It involves current knowledge involving substantive findings and a theoretical
framework of a specific topic that is being studied.
2.2 Benefits of social media channels for an SME
Web has been giving an interactive platform than it was beforehand. In this modern era,
customers and organisations are not limited with using traditional approaches of communication
even they are tend towards acquiring specialized techniques and connect with Internet to
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discover data on various site pages. As per vies of Jagongo and Kinyua (2013), By using online
platform, people can also share their information, opinions, ideas and knowledge as well as
further issues with others. Platforms where individuals can share data, learning, and feelings, are
called Social Media. In past decades, expansion of social media channels is wide. for example:
Twitter, Facebook, You Tube, Google, and Instagram, which empower clients to play a more
dynamic part as market players and reach nearly with everybody at any place and whenever.
Apart from this, the term social media means interaction between individuals and they
share, create and transmit information into virtual network. Its an internet based application
which builds upon technological foundations of web 2.0; it allows people get information over
the world. Social media also supports to introduce various changes in market to organisations
and customers. Due to technological advancements, almost 90% population across the globe is
using diver social media sites so as to upgrade their knowledge and increase their connectivity.
In corporate context, social media provides vast number of growth opportunities to business
organisations by new adaptive strategies. Online social networks are helpful for small businesses
in terms of arriving large number of customers in a certain time period. It supports business
owners to direct with target audiences and recognise their needs and wants in the best possible
manner. For example – creating a Facebook page and Twitter account can notify all followers
towards a particular subject simultaneously. A1 communication has also acquired numerous
social media tools as an promoting channel. It will enhanced customers involvement that is a key
of marketing. Along with this, social media channels also prepare to a firm to become a
responsive brands through connecting with target audiences on web and utilizing internet based
tools to promote products and services of the company.
2.3 Role of effective brand equity in raising sales and profitability
According to Heeks (2010), Brand value might be positive or negative. In present
scenario, all products are sold to have names or images that distinguish them, thus, a company
dot have positive brand value it cannot connect with numerous customers; it affects growth and
survival of the company. In order to improve its brand equity, business associations are required
to improve the quality of their products and services and make them able to satisfy needs and
wants of target audiences. An unique or novel brand is able to attain firm's goals and objectives
and attaining large number of customers. Brand value is shaped by the non-cost or highlight
related esteem and saw nature of the item. A strong brand equity adds value for a product or
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service and helps in attaining and retaining customers' for long run. Its a set of assets which are
linked with a brand's name which has a differential impact upon brand recognition. Thus, if a
brand is popular at marketplace then customers' will interested to purchase it which improves
sales and profitability ratio of the company. In order to improve its brand equity, A1
communication focus on enlarging its market area by improving the efficiency or credibility of
its services.
As per views of McCann and Barlow (2015), Giving brand equity implies on providing
an intense brand which is one of the effective technique that supports to differentiate products
and services of the firm from its competitors. Brand value is given an extensive tools since it is
given critical aggressive boundaries. It cane be improved by expanding quality of offerings,
grow in mark dedication and brand mindfulness that every one of them couldn't be made or
destructed in here and now period, yet they could be made in long haul period by all around
planned speculation. In this way, mark value is steady and sturdy and the item with effective
brand value is considered a significant resource for the organization.
2.4 Impact of social media channels on brand equity of A1 communications
According to Kumar and Reinartz (2018), Web based technologies, like social media is a
set of online environment emphasised on interacting with an ample number of people. In this
ever dynamic business environment, every firm is tend towards acquiring various tools and
techniques so as to communicate its brand or offerings at marketplace (Kumar and Reinartz,
2018). It results, people get know about their products and its benefits and willing to purchase
the same. Some of business entities, i.e. A1 communication use social media sites, like –
Facebook, Twitter, Instagram, Youtube etc. for branding purpose; the electronic word of mouth
is equal liable for creating strong brand equity of the firm. Thus, small firms uses these channels
so as to gain maximum cutting edge and improving its market position as well. Online platforms
provides information about current market trends and customers' desires; it will help firms to
satisfy needs and wants of target audiences in the best possible manner. Along with this, by using
social media channels brands or firms make direct conversation with individuals and recognise
their issues; they can also get necessary suggestions in order to improve quality of existing
offerings of the company. Although, social interaction creates and strength brand equity and
generate loyal customers' towards the firm which have a huge great role in boost up market
image and enhancing sales and profitability of the company. While companies are used social
6

media channels into their marketing, in returns they get an effective interaction with target and
potential customers and raising sales as well. Therefore, it can be said online media channels are
useful for branding, customer retention and acquisition.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Types of research
In this, investigator is going to address various methods and techniques. It will aid in
getting accurate information and data for meeting set targets and objectives of enterprise in an
effective way. It is helpful for organisation that aid in generating as well as making higher level
of growth and success for developing a particular project. There are various methods and
techniques which are needed for managing all information and data in a proper manner. On other
side, there are two kinds of research which are quantitative and qualitative tool. In this,
qualitative research is useful in order to formulate specific report. Another quantitative approach
are used for gathering or collecting all statistical types of data and information. Hence, method of
qualitative is mainly accessible for applying all needed digital technology within organisation.
3.2 Research design
This section is considered as arrangement of entire process for collecting data. There are
several methods as well as tools, which assist in designing and preparing specific investigation
like experimental, exploratory and descriptive research. On other side, descriptive research
assist organisation in order to overcome with major problems and barriers which take place in
the organisation. It is essential for firm to analyse its upcoming results or activities in an
appropriate way. For this project, descriptive research is used by investigator of A1
Communication.
3.3 Research Philosophy
This refers to development, source and nature which assess in gathering proper
knowledge. By the help of this research philosophy, an researcher can track and measure data in
an appropriate manner. In this, there are two kinds of research which are interpretivism as well as
positivism. Interpretivism approach determining and examining proper method of research. On
other side, positivism approach prefers quantitative methods under which investigators tend to
look for correlations between variables of data.
3.4 Data sampling
In this term, it define major methods and techniques which assist in assembling as well as
collecting important figures and facts which are linked with research project. This will help in
achieving results in an effective way. Data sampling is categorised within two parts are non
probabilistic and probabilistic. In this probabilistic research, they are selecting particular data
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while organising randomly sampling of data. In order to evaluate this, investigator need to set
proper process which help in attracting higher numbers of people. Additionally, method of non
probabilistic sampling is defined as a odd techniques and tools where higher numbers of buyers
can choose sample.
3.5 Approaches of data collection
Data mention those methods and techniques which aid in gathering and assembling
proper data as well as information in a proper way. There are two kinds of gathering data which
involve primary and secondary methods which are explained in detail below: Primary data- This technique help in gathering proper data as well as information by the
help of direct approach. There are several sources of primary data which aid in collecting
accurate figures and facts that involve surveys, observation, interviews and many more.
These are based on particular nature and characteristics.
 Secondary data- In this, it refers that information and data are gathered by particular
investigator. It is used by researcher in order to make and develop accurate conclusion for
specific research. With this, there are several tools and techniques for gathering or
collecting data which are interviews, books and many more.
Total Population: This part of research involves the entire population which include a
particular set of characteristics. It includes experience, specific attributes, skills and particular
demographic respondents. Under present research, 100 respondents are chosen for analysing
their participation.
Sample: Since it is difficult for researchers to conduct research on entire population.
Therefore, for this purpose, they take a sample from total population either on random and non-
random basis. In this regard, research team of A1 Communication have chosen 40 respondents
randomly to evaluate their perception.
Sampling: It refers to a technique of selecting users from total population. It includes
three methodologies that are- Cluster, Simple random and Stratified sampling. In present
research, project makers take simple random sampling to select a sample. As this method choose
respondents on random basis.
In the present both the methods are applied by investigators -In primary method, a
questionnaire is made and fulfilled by 40 respondents for evaluating their perceptions. While
secondary method is used to conduct literature review.
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3.6 Ethical consideration
It is explained as a main rules as well as regulations, which is totally different from
wrong as well as right features in a proper way. This will play a very important role while
preventing various kinds of problems and issues for organising proper research. With this, there
are several kinds of ethical values which is followed by investigator while organising various
projects of research. This needs to conform which help in dealing with community or society in a
proper way.
CHAPTER 4: DATA ANALYSIS
QUESTIONNAIRE
1.) Do you think that social media support in gaining competitive advantage
to A1 Communication?
Frequency
 Yes 35
 No 5
2.) Does social media assist A1 Communication to draw effective
relationship with its clients?
Frequency
 Yes 28
 No 12
3.) What are the effective social media marketing strategies for A1
Communication?
Frequency
 Set Goals 12
 Track & Measure Progress 13
 Choose Platform 15
4.) What type of advantages is going to be drawn by A1 Communication after
implementing social media in business?
Frequency
 Increase in productivity 10
 Profit maximization 15
 Increase brand equity of business 15
10

5.) What will be the major challenges faced by A1 Communication for using
social media channels?
Frequency
 Brand reputation 15
 Consistency and conversation 12
 Piracy and Hacking 13
6.) What are the main reasons behind executing social media channels into
business working?
Frequency
 Increase brand recognition and trust 12
 Increase customer retention and referrals 18
 Diversify marketing 10
7.) According to you, which amongst is the best media channels for
promoting business of A1 Communication?
Frequency
 Facebook 10
 Instagram 12
 You Tube 8
 LinkedIn 10
8.) Does A1 Communication need to make modification in serving
procedures?
Frequency
 Yes 30
 No 10
9.) Will social media enable A1 Communication in improving and enhancing
its sales in better frame?
Frequency
 Yes 22
 No 18
10.) Are you satisfied with services provided by A1 Communication? Frequency
 Yes 25
11

 No 15
11.) Provide recommendation for improving sales performance of A1
Communication.
12

Theme 1: Social media support in gaining competitive advantage
1.) Do you think that social media support in gaining competitive advantage
to A1 Communication?
Frequency
 Yes 35
 No 5
Interpretation: As per above bar graph it shows that social media is supporting in order
to gain competitive benefits within the organisation. Here, 35 respondents are saying that social
media is giving support for achieving competitive advantages in business. On other hand, 5
respondents are said that social media is not supporting for achieving competitive benefits to A1
Communication. Therefore, maximum respondents are saying that social media is supporting for
achieving competitive advantages within enterprise.
13
Yes No
0
5
10
15
20
25
30
35
Column B

Theme 2: Social media helps A1 Communication in developing effective relationship with
customers
2.) Does social media assist A1 Communication to draw effective
relationship with its clients?
Frequency
 Yes 28
 No 12
Interpretation: The main purpose of any company behind implementing social media
channels at business, is to build strong relationship with customers. It provides various
opportunities to organisations like preferences and taste of people about particular service and
more. As per survey on 40 respondents, it has interpreted that out of them, 28 are said that using
social media channels give support to A1 Communication in drawing effective relationship with
its clients.
14
Yes No
0
5
10
15
20
25
30
Column E

Theme 3: Goal-setting and objectives is the best social media marketing strategies
3.) What are the effective social media marketing strategies for A1
Communication?
Frequency
 Set Goals 15
 Track & Measure Progress 13
 Choose Platform 12
Interpretation: From this graph, it has interpreted that A1 Communication is required to
implement effective social media marketing strategies for promoting business. As per this graph,
it has evaluated that out of 40 respondents, 15 are believed that setting goals and objectives, is
the best marketing strategy. While 13 users go with track and measure progress. Lastly, rest of
the respondents that are 12 give support to choose platform.
15
Set Goals Track & Measure Progress Choose Platform
0
2
4
6
8
10
12
14
16
Column B

Theme 4: Advantages drawn by A1 Communication after implementing social media
4.) What type of advantages is going to be drawn by A1 Communication after
implementing social media in business?
Frequency
 Increase in productivity 10
 Profit Maximisation 15
 Increase brand equity of business 15
Interpretation: Implementing social media in business give various advantages to A1
Communication like increase sales performance, enhance brand image and more. According to
this graph, it has interpreted that out of 40 users, 10 are in favour with increment in productivity.
While 15 give support to profit maximisation and rest 15 to increase brand equity of business.
16
Increase in productivity
Profit Maximisation
Increase brand equity of business
0
2
4
6
8
10
12
14
16
Column J

Theme 5: Challenges faced by A1 Communication by implementing social media channels
5.) What will be the major challenges faced by A1 Communication in using
social media channels?
Frequency
 Brand reputation 15
 Consistency and conversation 12
 Piracy and Hacking 13
Interpretation: Implementing any new technology at business arise many challenges in
front of a company. In context with social media, it is also not an easy process. It brings various
challenges like maintaining brand reputation and more. As per mentioned graph, it has evaluated
that out of 40 respondents, 15 give support to this challenge. While 12 are believed that ensuring
consistency and conversation is major challenge and other 13 users are in favour with preventing
business from piracy or hacking.
17
Brand reputation
Consistency and conversation
Piracy and Hacking
0
2
4
6
8
10
12
14
16
Column J

Theme 6: Increase customer retention is main reason for using social media channels
6.) What are the main reasons behind executing social media channels into
business working?
Frequency
 Increase brand recognition and trust 12
 Increase customer retention and referrals 18
 Diversify Marketing 10
Interpretation: There are many reasons for A1 Communication behind implementation
of social media. As per believed of 18 users from 40, increase customer retention is the main
cause whereas 10 give support to diversify marketing. Apart from these, 12 users thought that
increase brand recognition and trust will be major cause for using social media channels.
18
Increase brand recognition and trust
Increase customer retention and referrals
Diversify Marketing
0
2
4
6
8
10
12
14
16
18
Column C

Theme 7: Instagram is the best channels for promoting business of A1 Communication
7.) According to you, which amongst is the best media channels for
promoting business of A1 Communication?
Frequency
 Facebook 10
 Instagram 12
 You Tube 8
 LinkedIn 10
Interpretation: As per survey on 40 respondents, it has interpreted that out of them 10
users believed that Facebook is the best media channels for promoting business of A1
Communication. While 12 give support to Instagram, 8 users to You Tube and last 10 go with
LinkedIn.
19
Facebook Instagram You Tube LinkedIn
0
2
4
6
8
10
12
Column H

Theme 8: A1 Communication needs to modify its serving procedures
8.) Does A1 Communication need to make modification in serving
procedures?
Frequency
 Yes 30
 No 10
Interpretation: It has interpreted from above graph that as per survey on 40 respondents,
30 users believed that for enhancing sales performance of business, A1 needs to create
modification in serving procedures. While rest of them, that are 10 users, didn’t agree with this
statement. They are satisfied with its services.
20
Yes No
0
5
10
15
20
25
30
Column C

Theme 9: Social media helps A1 Communication in increasing its sales performance
9.) Will social media enable A1 Communication in improving and enhancing
its sales in better frame?
Frequency
 Yes 22
 No 18
Interpretation: As per above report it has been concluded that social media enable
organisation in enhancing and improving its sales in an better frame. Here, 22 respondents are
saying that social media help in improving sales in a better way. On other hand, 18 respondents
are said that social media do not assist in improving sales in an effective manner. Therefore,
maximum respondents are said that social media help in enhancing sales of A1 Communication.
21
Yes No
0
5
10
15
20
25
Column F

CHAPTER 5
5.1 Recommendation
According to this research, it has been analysed that social media helps a firm in
increasing its brand equity. It can be proven by perception of 12 users out of 40. here, they have
stated that through implementing social-media aid A1 Communication in increasing its brand
recognition and develop trust among stakeholders also. Through this process, present company
can gain support of stakeholders in enhancing brand equity. Therefore, it has recommended to
organisation that if they implement social media channels at business then it will aid in
promoting products and services to large area of marketplace. It helps in making good interaction
with customers and developing strong relations with them as well. Through social media
channels, a company not only promote its business but also gain opportunity to improve sales
performance. It has recommended to small firms that they must conduct proper research first in
order to test if using such applications will provide benefits or not. Along with this, they have to
prepare proper business plan first, which includes social media marketing tools, strategies and
techniques. It will aid them to reduce issues like ineffective strategies, cost ineffectiveness,
budgeting and more, which generally occur while implementing social media technology at
business. By these processes, enterprises can gain success in successful implementation of a
project.
5.2 Reflection
With present research, I have learnt many things about social media that it plays an
important role in enhancing brand equity of a company. In context with small organisations, they
are encountered with huge problems for running their operations in smooth manner. It includes
developing interaction with customers, understanding their needs and offer services accordingly.
Therefore, through this report, as a researcher I have analysed that social media support
organisations in promoting business at marketplace. It also helps in bringing awareness among
customers about product or services of an enterprise and assists them to buy as well. For
collecting information to analyse impact of social media on brand equity of a company, I have
used both methods of research that are primary and secondary. Under primary research, I have
prepared a questionnaire to get feedback of customers and analyse effectiveness of social media.
For this purpose, I have taken a sample of 40 respondents from a total population of 100. Along
with this, I have used secondary research method also in order to prepare literature part. Under
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this part, views of different authors have discovered for understanding their perceptions on role
of social media in enhancing brand image of a company at marketplace. This research provide
me lots of benefits for improving my confidence level and skills. Though there were many
respondents who did not reply me in positive manner which was problem for me to draw
conclusion.
If I got chance to enhance efficiencies of research, then I will prefer to take some
alternative methodologies. It includes interview method which is quite effective as compared to
questionnaire. Under this process, perception and feedback of respondents can be analysed on
judgemental basis. It will give more efficient result but consumes much time for taking
interviews of all respondents. The other method for data collection apart from questionnaire that
can be applied by researcher for taking opinions of respondents related to digitalisation is
personal interview or face to face interview. This is the method in which researcher directly
communicate with their respondent by preparing some questionnaire. It is method that assist in
providing correct and accurate information and data related to particular subject matter, attitudes
and preferences of consumers and their evaluation. This method assist in increasing quality of
data and response rate of respondent. Face to face interview is applied at surveys, national
regions, population inquiries. This method is very easy and simple but time consuming and
incurred high cost. As researcher can easily rely on opinion of respondent. It is data collection
method which assist in exploration of individuals for gathering deeper information of related
subject matter. It has longer interview, high response rate and effective observation of behaviour.
It can be conducted with help of intercept and door to door visit.
5.3 CONCLUSION
As per above report, it has been concluded that social media is providing various types of
benefits to organisation. It also help in achieving goals and objectives of the organisation. Their
are several types of social networking sites which are twitter, Facebook, Instagram, LinkedIn and
many more sites are used for promoting their brand equity within the market. In current times,
social media is a best way of doing marketing among the customers. As customers are very much
involved in social sites which help organisation to promote their brands in an appropriate
manner. Along with this, investigator is also using Gantt chart in order to accomplish every
activity in a proper manner. Here, this research also involve advantages of social media channels
for small managing enterprise. As social media help in interacting within individuals as well as
23

transmit, share and create information into a virtual network. With this, channels of social media
also prepare organisation to become a responsive brands by connecting with public on utilizing
internet and web based tools and techniques to promote goods as well as services of the firms.
This also consists role of brand equity is increasing its profits and sales. Companies brand value
can be negative or positive within the marketplace. As every goods are sold with their images
and brands which distinguish their products from other brands. Social media also have impact on
brand equity of company. There are several social networking sites which involve Facebook,
Instagram and many more which gave influence on brand equity. This project also include
research methodology in which investigator is using descriptive methods of research while
accomplishing aims and objectives of research project. They are using random sampling, for
collecting data and information in an effective manner. Their are two kinds of data collection
which are secondary and primary data are also used for analysing response of their customers.
Investigator prepares a questionnaire which are filled by various respondents in order to
draw a valid conclusion. They had selected 40 respondents for gathering information.
Therefore, this can be summon from the discussed report that social media is indispensable for
an organisation to adopt for improving their operations and business activities in modern era as
numerous practices including marketing, sales, promotion, communication and trading itself is
depended on this. The usage of social media vary as per the organisation types and their key
purpose but has become crucial to employ to maintain the connection between company and its
people. There are various social media tools and platforms including Facebook, Instagram,
YouTube etc. are trending websites and applications that comprises million of users. Therefore,
this can be also claim that through managing proper updates on these channels, company can
manage their business practices and keep their consumers, clients, business partners and
stakeholder update. This can affirm from the above notion that an enterprise need proper digital
technologies as its optimisation is able to increase organisational efficiency and tend to
innovation and growth to a company so as A1 Communication.
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REFERENCES
Books and Journals
Cao, L. and Li, L., 2015. The impact of cross-channel integration on retailers’ sales
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