Social Media Marketing Impact

This assignment delves into the profound impact of social media marketing on contemporary businesses. It examines various strategies employed by organizations to leverage social media platforms for success, analyzes how consumer behavior is shaped by social media interactions, and critically evaluates the inherent challenges associated with navigating the dynamic social media landscape. The assignment encourages a comprehensive understanding of the multifaceted role social media plays in modern business operations.

Research Project

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................1
Research Aim..............................................................................................................................1
Research Objectives....................................................................................................................1
Research Questions.....................................................................................................................2
Timescale....................................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
Concept of social media..............................................................................................................4
Importance of social media for Austin Fraser in connecting with customers............................4
Issues which can be faced by Austin Fraser while implementing social media in their
operational activities...................................................................................................................5
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................5
Types of investigation.................................................................................................................6
Research Philosophy...................................................................................................................6
Research Approach ....................................................................................................................6
Research Strategy........................................................................................................................7
Research Design .........................................................................................................................7
Data collection............................................................................................................................7
Sampling.....................................................................................................................................8
CHAPTER 4: DATA COLLECTION ............................................................................................8
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................21
Conclusion.................................................................................................................................21
Recommendation.......................................................................................................................22
CHAPTER 6: REFLECTION .......................................................................................................22
REFERENCES..............................................................................................................................24
.......................................................................................................................................................25

TITLE: “To determine the impact of social media in connecting with customers. A case study
on Austin Fraser.”
CHAPTER 1: INTRODUCTION
Now a day's ever people use social media to connect with each other. It provide platform
wherein number of people are connect and share their views to another. In organizational
context, social media consider as a marketing tool by which organization promote their products
in market place with the aim of attaining higher success. With the use of social media, company
easily communicate with their potential customers to provide them necessary information
towards towards its services. This may help in building positive relationship with customers.
Mainly, it includes different platform such as Facebook, Twitter,Instagram and many more. All
these are help in providing direction to the company in connecting with consumers (Hajli, 2014).
It help in inviting large number of customers towards its offerings and at the same time also
influence them to consume its products. This is the main reason that company easily increase
their profitability level and capture larger market share from its rivals. Present research is based
in Austin Fraser, is recruitment consultants matching people with jobs in technology. Company
use social media with the aim of connecting with their customers. Research cover its aims and
objectives which help investigator to attain positive outcomes. Along with this, research methods
are also mentioned in this research in order to gather relevant data and information towards the
research topic.
Research Aim
“To determine the impact of social media in connecting with customers. A case study
on Austin Fraser.”
Research Objectives
 To determine the main concept of social media.
 To identify the importance of social media for Austin Fraser in connecting with
customers.
 To evaluate the major issues which can be face by Austin Fraser at the time of
implementing social media in their operational activities.
Research Questions
 What is the main concept of social media?
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 What is the importance of social media for Austin Fraser in connecting with customers?
 What are the major issues which can be faced by Austin Fraser while implementing
social media in their operational activities?
Timescale
This section play a significant role in undertaking research activities in systematic
manner. Mainly, it is related with completing research activities in allotted time frame by
reducing the chances of arising any kind of issues and obstacles. Under this, all the activities are
set on the basis of specified time frame through which researcher can easily execute is task and
attain positive and reliable results (Hall-Phillips and et. al., 2016). With the assistance of this,
research maker attain positive outcomes within the research. In this, Gantt chart is also consider
as an important graphical representation which consist various activities along particular time
frame. It directly contribute in attaining minimizing the risk factor within the research.
2

CHAPTER 2: LITERATURE REVIEW
This section is also known as narrative review which is type of review articles that is
related with current knowledge about the particular topic. By using this section, researcher maker
gather theoretical information that may aid in analysing the actual finding of the research.
Mainly it includes substantive findings, theoretical and methodological contributions to a
specified topic which aid in gathering the relevant information. This section is related with
3

secondary sources in which all the data and information are collected from books, journals,
articles, magazines and many more. These type of information is already published in different
sources and also related with different authors point of views who has enough experience within
the research topic. By this investigator can take right decision and draw valid conclusion.
Concept of social media
According to Hinz, Schulze and Takac, (2014), social media is computer based
technology that help in sharing ideas, thoughts and information by building of virtual networks.
Mainly, it is consider as a marketing tool which help in engaging customers towards company
products and services. By using this, company evaluate customers needs, wants and values which
may contribute in increasing strong customers base. This will directly contribute in making brand
image of the company more popular by creating awareness. Through social networking sites,
business organization keep in touch with individuals which may aid in making them aware about
the company services. Along with this, it is a powerful way of business to reach their customers.
It includes different social platform such as Facebook, Twitter, Instagram and many more. All
these are directly contribute in connecting with large number of customers this will positively
impact on overall performance of the company at market place. Apart from this, it also aid in
creating as well as sharing content in order to attain marketing goals and objectives which may
aid in establishing competitive brand image at market place.
Importance of social media for Austin Fraser in connecting with customers
According to Nelson, (2018), Social media is an important consideration for business
organization to share relationship with potential customers. Mainly, it is a concept through which
company communicate with their customers and create awareness in customers mind. With the
assistance of this, organization easily reach their target customers and attain make strong
customers base. In this context there are some importance of social media for Austin Fraser are
as follows:
 Easy to engage with customers: Social media is a communication tool by which company
directly connect with their customers by communication. By this company and customers
both are share their views towards the offerings in order to increase satisfaction and
performance level as well. As it directly contribute in increasing profitability level of the
company at market place.
4

 Create awareness: Social media consider as a marketing tool by which business
organization promote their services in market with the aim of inviting large number of
customers. It also build positive relation that help in establishing positive brand image of
the company at competitive market place.
Issues which can be faced by Austin Fraser while implementing social media in their operational
activities
According to Calus, (2018), Whether social media is beneficial for company to improve
their brand image or also create issue while using its activities within the business activities. As
it negatively impact on the overall performance level of the company and at the same time also
reduce the customers base within the organization. In this there are major issues that faced by the
Austin Fraser while using social media. These can be understood by following points:
 Time consuming: Implementation of social media take more time that create negative
impact on customers mind because, they needs to get clear information about the
company offerings. Thus company needs to effectively manage the social media activities
to attain positive outcomes. This will contribute in increasing the profitability level of the
company at market place.
 Required additional resources: It is important for business organization to keep enough
resources while using social media activities. Without resources company fail in inviting
customers towards its offerings. This will negatively impact on the productivity level of
the company at market place.
CHAPTER 3: RESEARCH METHODOLOGY
This section play a significant role in undertaking research activities to analysis the
information towards the topic. Mainly, it is specified process which used to determine as well as
select method with the aim of evaluating the overall validity and reliability of the study. With the
assistance of this, investigator can easily gather accurate information and take right decision.
Along with this, it includes various method that help research to undertake the research activities
in an appropriate way. Thus, researcher is responsible for selecting an effective method and
approach so that they analysis the actual information towards the research topic. It directly
contribute in increasing the chances of attaining positive outcomes within whole research.
5

Types of investigation
It is very important part of the research work which provide direction to investigator to
undertake research activities in systematic manner. By using this, research maker can analysis
the information about the research topic and also attain positive outcomes ( Jayaram, Manrai and
Manrai, 2015). It includes type of investigation such as qualitative and quantitative. Both type of
research help in gathering accurate information about the research topic. In this qualitative
research is consider as a scientific aspect of observation to collect non-numerical data. Mainly it
relate with the meanings, concepts, metaphors, symbols and description of things. All these are
help research maker in collecting reliable information. On the other side, quantitative research is
based on the objective measurement and statistical, mathematical or numerical analysis of data
collection. For gathering data, research use questionnaire, survey and by manipulating pre-
existing statistical data by using computational way (Jones, Borgman and Ulusoy, 2015). For
undertaking current research, investigator will use qualitative research method as it help in
gathering theoretical information towards the research activities.
Research Philosophy
It is a belief towards the way in which data about the research topic should be collected,
analysed and used. Mainly, it is an important path of research methodology which help
investigator to gather information towards the specified topic and area. Along with this, it
reflects with the views and opinion of different writers who has enough knowledge and also
provide sort of information towards the particular area and topic. It is categorised between two
parts such as positivism and interpretivism research philosophy. For this research, investigator
will use interpeitivisim research philosophy as it help researcher in providing potential
description towards the research topic. With the assistance of this, research maker can easily
draw a valid conclusion.
Research Approach
Research approach is a plan which includes stages that help in collecting, analysing and
interpreting information about the research objectives. Mainly, it is based in the nature of
research problem that can be addressed by investigator with the hope of attaining positive
outcomes. With the assistance of this, researcher easily undertake research activities in a
systematic manner. Research approach is based on the two type such as inductive and deductive
research approach (Kumar and et. al., 2016). In this research work, deductive research approach
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has been applied by the investigator because it provide comprehension based on the social media
and its connectivity with the customers.
Research Strategy
Research strategy is an important aspect of research methodology which is related with
the goals of the exploration and define that how the objectives can be achieved in an effective
manner. Along with this, research strategy is related with the survey, experiment, case study,
action research and many more. All these are help in gathering relevant information towards the
particular topic (Kumar, 2015). Among all these strategies survey is an effective strategy which
aid in collecting information. By this researcher can easily take right decision. Mainly, this type
of method is related with the deductive research approach through which investigator can make
study more successful.
Research Design
Research design play a significant role in gathering information in effective manner.
Mainly, it is related as a blue print through which investigator easily carry out research activities
in right direction. Research design is based on the three types such as descriptive, exploratory
and experimental research design. All these are help in collecting information towards the
research activities which directly contribute in attaining positive outcomes. Current research is
based on the descriptive research design through which they can easily carry out qualitative
research in systematic manner. With the assistance of this, research maker can easily draw a
valid conclusion which may contribute in attaining positive outcomes.
Data collection
Data collection is a process of collecting and measuring information which is based on
the variables of interest in an systematic manner. Mainly, it is a statistical requirement that is
relate with the series of numerical data which help in determining the facts towards the research
activities. It includes type of data collection such primary and secondary and mixed method of
data collection. With the assistance of this, researcher gather relevant and accurate information in
order to take a valid decision (Labrecque, 2014). For this research, investigator use both primary
and secondary method to gather information towards the research topic and area. By this they
easily draw a valid conclusion.
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Sampling
This section is important for investigator to select respondents to collect data towards the
research activities and topic as well. Mainly, it is replicates from the original population which
provide information about the concept of social media. In addition of this, researcher needs to
effectively select the sample size. Data sampling is classified in two different type such as
probabilistic and non-probabilistic data sampling. For undertaking this research, investigator use
non-probabilistic sampling method as it help in selecting sample of population in effective way
(Luttrell, 2018). By using this, research maker select 40 respondent's who are suitable for giving
them actual and reliable information towards the research topic. By this researcher easily gather
valid information and take right decision.
CHAPTER 4: DATA COLLECTION
Collection of data is one of the important concern for researcher to carry out the research
activities in systematic manner. In this research, data is collected from respondents by asking
them question towards the research activities. For this, researcher may develop questionnaire
which is based in the research aims and objectives of the study.
Questionnaire
Name:
Age:
Contact No.:
Email address:
Q1) Do you have any idea about the concept of social media?
a) Yes
b) No
Q2) Is social media help Austin Fraser in inviting larger number of customers towards its
offerings?
a) Yes
b) No
Q3) What are the importance of social media for Austin Fraser in connecting with large
number of customers?
a) Increase awareness about offerings
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b) Enhance market share
c) Develop positive relation with customers
Q4) Does social media consider as a marketing tool for Austin Fraser?
a) Yes
b) No
Q5) What are the main issues faced by Austin Fraser while using social media within the
operational activities?
a) ROI is difficult to measure
b) Negative customers reviews
c) Time consuming
Q6) What are the ways by which company overcome from issues associated with social
media within their activities?
a) Skilled workforce
b) Knowledge about social media importance
c) Proper management of tools
Q7) Is use of social media increase awareness in customers mind towards the company
and its offering?
a) Yes
b) No
Q8) Is social media increase profitability level of Austin Fraser in market place?
a) Yes
b) No
Q9) What kind of factors company majorly includes while implementing social media
activities in business activities?
a) Innovative technologies
b) Enough fund
c) Selection of right platform
Q10) What are the important tools of social media used by Austin Fraser to connect with
customers?
a) Facebook
b) Instagram
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c) Twitter
Q11) Any recommendation for Austin Fraser to increase customers base by using social
media.
Questionnaire
Q1) Do you have any idea about the concept of social media? Frequency
a) Yes 30
b) No 10
Q2) Is social media help Austin Fraser in inviting larger number of
customers towards its offerings?
Frequency
a) Yes 35
b) No 5
Q3) What are the importance of social media for Austin Fraser in
connecting with large number of customers?
Frequency
a) Increase awareness 20
b) Enhance market share 10
c) Develop positive relation with customers 10
Q4) Does social media consider as a marketing tool for Austin
Fraser?
Frequency
a) Yes 30
b) No 10
Q5) What are the main issues faced by Austin Fraser while using
social media within the operational activities?
Frequency
a) ROI is difficult to measure 25
b) Negative customers reviews 10
c) Time consuming 5
10

Q6) What are the ways by which company overcome from issues
associated with social media within their activities?
Frequency
a) Skilled workforce 20
b) Knowledge about social media importance 10
c) Proper management of tools 10
Q7) Is use of social media increase awareness in customers mind
towards the company and its offering?
Frequency
a) Yes 30
b) No 10
Q8) Is social media increase profitability level of Austin Fraser in
market place?
Frequency
a) Yes 25
b) No 15
Q9) What kind of factors company majorly includes while
implementing social media activities in business activities?
Frequency
a) Innovative technologies 25
b) Enough fund 10
c) Selection of right platform 5
Q10) What are the important tools of social media used by Austin
Fraser to connect with customers?
Frequency
a) Facebook 20
b) Instagram 10
c) Twitter 10
Theme 1: Concept of social media.
Q1) Do you have any idea about the concept of social media? Frequency
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a) Yes 30
b) No 10
Interpretation: Social media is a concept of online communication which used to connect
interaction, collaboration and content sharing with one person to another. With the used of this,
company easily share their products services with larger number of customers at a time. This will
help in increasing awareness of the customers towards company offerings. By this company can
easily enhance their positive brand image in their mind. In this, 30 out of 40 respondents has
ideas about the concept of social media which help in connecting with customers and also
improve positive relation. On the other side, 10 people are not much aware about the concept of
social media.
12
30
10
a) Yes
b) No

Theme 2: Social media help Austin Fraser in inviting larger number of customers towards
its offerings.
Q2) Is social media help Austin Fraser in inviting larger number of
customers towards its offerings?
Frequency
a) Yes 35
b) No 5
Interpretation: From the above mentioned graph it has been analysed that social media consider
as an important concept for business organization to invite large number of customers towards its
offerings by communicating with them. With the use of social media, company can easily build
positive relation with their potential customers which directly contribute ins making brand image
more popular. In this context, 35 out of 40 respondents are give their views that social media
help business organisation to create awareness in customers mind which may help in engaging
with company products and services. By this company easily influence and invite more and more
customers within the business organization. On the other side, 5 people think that social media
connect with people but it also increase the overall cost of the company.
13
35
5
a) Yes
b) No

Theme 3: Increase awareness is the importance of social media for Austin Fraser in
connecting with large number of customers.
Q3) What are the importance of social media for Austin Fraser in
connecting with large number of customers?
Frequency
a) Increase awareness 20
b) Enhance market share 10
c) Develop positive relation with customers 10
Interpretation: Use of social media is important for business organization to build their
competitive brand image at market place. As it allow company to reach their customers and
attain their attention towards its offerings. This will directly influence the profitability level of
the company in positive manner. Thus, 20 out of 40 people think that use of social media help in
increase awareness within the customers mind about the company and its offerings as well.
Along with this, 10 respondents said that social media help in enhancing market share of the
company by increasing its profitability level. On the other side, 10 people give their views that
by using social media firm develop positive relation with their potential customers. By this,
organization can easily enhance their strong customers base.
14
20
10
10
a) Increase awareness
b) Enhance market share
c) Develop positive
relation with customers

Theme 4: Social media consider as a marketing tool for Austin Fraser.
Q4) Does social media consider as a marketing tool for Austin
Fraser?
Frequency
a) Yes 30
b) No 10
Interpretation: From the above mentioned graph it has been evaluated that social media is
consider as a short attention span marketing. It help in grabbing customers attention towards
company products and services. With the use of this, company can easily communicate with their
customers and also build brand visibility at market place. In this, 30 out of 40 respondents give
their views that social media consider as a marketing tool through which organization promote
its products and services. By this customers can easily attracted about company and its offerings.
On the other side, 10 people are not agree with this theme as they said that social media help in
increasing awareness but some time it may negatively influence the customers towards company
services.
Theme 5: ROI is difficult to measure is main issues faced by Austin Fraser while using
social media within the operational activities.
15
30
10
a) Yes
b) No

Q5) What are the main issues faced by Austin Fraser while using
social media within the operational activities?
Frequency
a) ROI is difficult to measure 25
b) Negative customers reviews 10
c) Time consuming 5
Interpretation: Social media is beneficial for business organisation but at the same time also
create issues in-front of company which negatively impact on the overall performance. In this
context, 25 out of 40 respondents give their views that the main issue associated with social is
ROI is difficult to measure by the company because it is based on the particular business goals.
In this social media play a significant role in measuring the goals. In this, 10 people are give their
views that it give negative reviews of the customers which negatively impact on the overall
image of the company. On the other side, 5 people said that use of social media is more time
consuming within the business organization.
Theme 6: Skilled workforce is an effective way by which company overcome from issues
associated with social media within their activities.
16
25
10
5
a) ROI is difficult to
measure
b) Negative customers
reviews
c) Time consuming

Q6) What are the ways by which company overcome from issues
associated with social media within their activities?
Frequency
a) Skilled workforce 20
b) Knowledge about social media importance 10
c) Proper management of tools 10
Interpretation: From the above mentioned graph it has been evaluated that there are various
ways by which company can easily overcome from the issues associated with social media
activities. In this context, 20 out of 40 respondents give their views that skilled workforce is an
effective way through which company easily analyse the actual demand of the customers and
also influence them to consume its products as services. Along with this, 10 people think that
Knowledge about social media importance is also an effective way by which company easily
determine the opportunities that can be attain by the firm while operating its activities. This may
aid in making brand image positive and competitive as well. On the other side, 10 people said
that Proper management of tools is consider as an effective way to overcome from the issues
which help them in enhancing the chances of attaining positive results from the customers.
17
20
10
10
a) Skilled workforce
b) Knowledge about social
media importance
c) Proper management of
tools

Theme 7: Social media increase awareness in customers mind towards the company and its
offering.
Q7) Is use of social media increase awareness in customers mind
towards the company and its offering?
Frequency
a) Yes 30
b) No 10
Interpretation: From the above mentioned graph it has been analysed that use of social media is
beneficial for the business organisation as it help in influencing customers towards company and
its offerings. By this company easily increase their performance and also capture larger market
share from its rivals. In this, 30 respondents are give their views that social media help in
increasing awareness of the customers about the company services by which number of
customers get attracted. On the other side, 10 people are not agree with this statement as they
think that social media take more time to aware which can reduce the satisfaction level of the
customers.
Theme 8: Social media increase profitability level of Austin Fraser in market place.
Q8) Is social media increase profitability level of Austin Fraser in Frequency
18
30
10
a) Yes
b) No

market place?
a) Yes 25
b) No 15
Interpretation: As per above mentioned graph it has been evaluated that social media is an
activity through which company can easily gain popularity and also spread their business at
market place. Along with this, it provide platform to business organization to connect with their
customers and also increase awareness about the brand image. In this context, 25 out of 40
respondents give their views that social media help in increasing profitability level of the
company as it influence employees to consume its products and services which may boost as
well as leads overall sales of the company at marketplace. Apart from this, 15 people are not
agree with this theme as they think that it create issue among customers understand the actual
information about the company products and service.
Theme 9: Innovative technologies is factor that company majorly includes while
implementing social media activities in business activities.
Q9) What kind of factors company majorly includes while Frequency
19
25
15
a) Yes
b) No

implementing social media activities in business activities?
a) Innovative technologies 25
b) Enough fund 10
c) Selection of right platform 5
Interpretation: As per above mentioned graph it has been evaluated that while implementing
social media activities within the business organization, company needs to includes various
important factors through which firm can easily attain set goals and objectives of market. In this
context, 25 out of 40 respondents give their views that innovative technologies is an important
factor which aid organization in effectively undertaking operational activities. Along with this,
10 people give their views that proper fund is important factor for organization while using
social media in business organization. On the other side, 5 respondents think that selection of
right platform is also important for company so that they can easily use right social media and
attain positive results.
20
25
10
5
a) Innovative technologies
b) Enough fund
c) Selection of right platform

Theme 10: Facebook is an important tools of social media used by Austin Fraser to connect
with customers.
Q10) What are the important tools of social media used by Austin
Fraser to connect with customers?
Frequency
a) Facebook 20
b) Instagram 10
c) Twitter 10
Interpretation: Social media play a significant role in business organization to invite large
number of customers towards its products and services. The main reason behind this is that it
help sin connecting customers. For this company use various tools which directly contribute in
making strong customers base. In this, 20 out of 40 respondents think that Facebook is an
important tool of social media by which company interact with their customers and provide them
necessary information towards its products and services. With the assistance of this, company
also take feedback from their consumers to improve their performance level. 10 out of 40 people
give their views that Instagram is also an appropriate tool by which company easily connect with
21
20
10
10
a) Facebook
b) Instagram
c) Twitter

their customers. On the other side, 10 people said that Twitter is a tool through which company
promote their services in-front of customers by giving them information. This will help in
influencing customers to buy its products and services.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion
From the above mentioned research it has been concluded that concept of social media
play a significant role in connecting with large number of people. In organizational context, it is
a marketing tool that provide an effective platform wherein company promote its products and
services at market place with the aim of enhancing their market share. Mainly, it is a crucial
aspects of digital marketing which provides benefits to business organization to reach large
number of customers. One of the main advantage of using social media for business organization
is that it increase brand awareness in market and customers mind as well. By this company
enhance their brand visibility. Along with this, different social media tools such as Facebook,
Instagram, Twitter and many more are also appropriate used by company to connect with
potential customers. This will contribute in easily connecting with consumers and at the same
time also influence them towards its offering. It provides support to business in building positive
relation and also make their brand image more popular.
Recommendation
As per above mentioned investigation it has been recommended that social is a concept in
which business is growing at wrap speed. In this, more and more people are join social media
sites in order to connect with each other. By using this, company also improve their performance
level by promoting their services at market place. In this context, company needs to focus on
collecting with large number of customers by using social media activities within their business
activities. This may aid in making profitability level of the company high and at the same time
also create strong customers base. Furthermore, Austin Fraser needs to use right platform so that
they easily communicate with their potential customers and provide them necessary information.
With the assistance of this, company easily provide quality services to consumers as per their
requirements. Austin Fraser should includes skilled workforce while implementing social media
activities which may support in understanding customers demands towards its services. This will
22

directly contribute in capturing larger market share from its rivals and at the same time also build
competitive brand image.
CHAPTER 6: REFLECTION
The research is based on the impact of social media in connecting with large number of
customers. With the assistance of this company easily invite customers towards its products and
services. In this, researcher use various methods and techniques which provide an effective
direction that may help in undertaking research activities in an systematic manner. As a
researcher I used primary and secondary method with the aim of gathering relevant data and
information towards the research topic. By this I can easily take right decision and also improve
the efficiency level of research activities. In primary method I prepare questionnaire which
consist various questions asked by different respondents to collect reliable information. Along
with this, by using secondary method I used to undertake literature review which may helped me
in gathering information towards the social media and its importance for business organisation.
At the time of undertaking research, I faced various issues related with less time and cost. This
may negatively impact on the research activities and its outcomes as well. For overcoming these
type of issues I used to prepare an effective planning which includes various task that may help
in reducing the chances of arising any kind of issues and obstacles. Furthermore, interview is an
alternative method by which I can easily gather information through different respondents
towards the research topic By this I take right decision and attain positive outcomes.
23

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