Investigating the Need of Internet Advertising in Retail Industry: A Study on H&M

This research aims to investigate the need of internet advertising in promoting business offerings and gaining attention of existing as well as potential customers within retail industry. It focuses on H&M and its methods of internet advertising to promote their offerings and attract customers. The literature review covers theories of advertising, concept of advertising within retail industry of the UK, need of internet advertising in promoting business offerings and gaining attention of existing as well as potential customers within H&M, methods used under internet advertising by H&M to promote their offerings and to attract customers, popularity of internet advertising and benefits gained by H&M with its adoption. The research methodology includes quantitative research method and survey methods to collect data from respondents.

Research Plan
(To investigate the need of internet advertising in promoting
business offerings and gaining attention of existing as well as
potential customers within retail industry)

Table of Contents
INTRODUCTION...........................................................................................................................3
1.1 Research Background............................................................................................................3
1.2 Problem Statement................................................................................................................3
1.3 Aim and Objectives...............................................................................................................4
1.4 Research Questions...............................................................................................................4
1.5 Research Significance...........................................................................................................4
LITERATURE REVIEW................................................................................................................6
Theories of advertising................................................................................................................6
2.1 Concept of advertising within retail industry of the UK.......................................................6
2.2 Need of internet advertising in promoting business offerings and gaining attention of
existing as well as potential customers within H&M..................................................................7
2.3 Methods used under internet advertising by H&M to promote their offerings and to attract
customers.....................................................................................................................................7
2.4 Popularity of internet advertising and benefits gained by H&M with its adoption..............8
2.5 Literature Gap.......................................................................................................................8
RESEARCH METHODOLOGY.....................................................................................................9
3.1 Research Philosophy.............................................................................................................9
3.2 Research Approach...............................................................................................................9
3.3 Research design...................................................................................................................10
3.4 Data Collection....................................................................................................................10
3.5 Sampling Technique............................................................................................................10
3.6 Data Analysis......................................................................................................................11
3.7 Timeline..............................................................................................................................11
3.8 Ethical Consideration..........................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
1.1 Research Background
Internet advertising is the process of promoting product and services by using online
mechanism. It mainly use internet for delivering the message to the target audience. Through
using internet advertising, company can attract website traffic and brand exposure. Internet
advertising helps in attracting more and more users towards the brand which helps in generating
profit and improve the business performance (Sinclair, 2018). There are different types of
internet advertising such as social media advertising, content marketing, email marketing, search
engine advertising, display advertising and mobile advertising. Internet advertising helps in
targeting the large number of market due to which the profitability and growth of business
increases. By using internet advertising, company can avail various benefits as it helps in
reaching at global level, provide instant feedback, keep customer relationship going and also
timely deliver the message to audience. This project is based on investigating the need of internet
advertising in promoting business offerings and gaining attention of existing as well as potential
customers within retail industry. Thus, internet advertising plays an important role in creating
awareness among audience related to the products and services deliver by company to its target
audience. Organisation uses various internet advertising methods in order to promote the
products and services to its customers. These methods helps in reaching to large number of
people that helps in enhancing the performance and growth of business. It is necessary for
organisation to focus on selecting right platform to deliver the information related to the products
and services and generate more leads. Internet advertising helps in grabbing the attention of
people by offering them product information due to which they make purchase decision in
effective and efficient manner.
1.2 Problem Statement
The problem which is identified within this investigation is that organisation faces
difficulty in choosing right digital platforms to interact and connect with audience. Company
faces difficulty in attracting large number of audience towards the brand due to which it is
necessary to identify the right platforms which helps in enhancing customer base. There are
different types of internet advertising platforms which company can use in order to target
potential customers towards the brand (Zhou, 2020). Organisation generally need a right

platform which helps in promoting the product and services in effective and efficient manner.
Thus, it is important for company to identify the need and importance of internet advertising as it
helps in grabbing the attention of target people which leads to increase in profitability and
performance of business.
1.3 Aim and Objectives
Research Aim:
“To investigate the need of internet advertising in promoting business offerings and
gaining attention of existing as well as potential customers within retail industry”. A study on
H&M
Research Objectives:
 To investigate the concept of advertising within retail industry of the UK
 To evaluate the need of internet advertising in promoting business offerings and gaining
attention of existing as well as potential customers within H&M
 To examine the methods used under internet advertising by H&M to promote their
offerings and to attract customers
 To analyse the popularity of internet advertising and benefits gained by H&M with its
adoption
1.4 Research Questions
 Explain the concept of advertising within retail industry of the UK?
 What is the need of internet advertising in promoting business offerings and gaining
attention of existing as well as potential customers within H&M?
 What are the methods used under internet advertising by H&M to promote their offerings
and to attract customers?
 Explain the popularity of internet advertising and benefits gained by H&M with its
adoption?
1.5 Research Significance
The significance of this research is that it helps in identifying the need of internet
advertising in promoting business offerings and gaining attention of existing as well as potential
customers within retail industry. Internet advertising is important for organisation as it helps in
promoting the business and also reaches to global audience. Through internet advertising,

company can connect with audience quickly and also it helps in avoiding the travel to expand the
business. Internet advertising helps in driving business growth and also reach to right target
audience in positive manner (Liu and Chao, 2020). Thus, internet advertising helps in
encouraging customer to buy the products and services in appropriate manner due to which the
sale of business increases. This research will provide benefits of organisation as they can avail
knowledge related to the chosen topic and also identify the suitable methods through which
company can promote the products and services to wider audience. Thus, the investigation
provide certain benefits to its organisation due to which they can attain business goals and
objectives.

LITERATURE REVIEW
Theories of advertising
Advertising refers to a marketing communications that employs a non personal and
openly sponsored message in order to sell or promote an idea, product or service in the market.
Advertising theories are used to explain why and how advertising is effective in influencing the
behaviours of customers as well as accomplish their objectives (Marks, Grimm and Campbell,
2019). Some of advertising theories are described below:
The mediation of reality- When ads steered with the other media as well as setting in
which they are entrenched are considered as effective. The content of ads are not only things
which makes them persuasive, it need to incorporate with media in order to amalgamate fictions
and actions with better manner. The media makes the addiction and excitement through
strengthening as well as expanding neutral responses.
Shifting loyalties- Ads reflect changing loyalties as it helps in creating intense brand
loyalty, they also efficient for the customers in order to shift their loyalties as well as disown
their present loyalties towards the new brand in the market (Hesse and Lurie, 2019). This theory
explains how a company make their ads exciting in order to understand the advantage of their
product and services in order to make decisions according to it.
2.1 Concept of advertising within retail industry of the UK
According to the view of Gómez 2(020), advertising refers to as practices and techniques
which is used to bring opinions, products, services or causes in order to make public notice for
the purpose of influencing them in order to make their purchases. It is also considered as an
oldest forms of marketing which is used to influence the actions of their target customers to
either sell, buy or do something particular. By the evolution of Internet, there are many methods
developed in order to advertise product and service of the company. It divides advertising in two
parts that are traditional advertising and digital advertising. Print, TV and radio are considered as
traditional and most popular form of advertising. On the other hand Email marketing and search
engine marketing are some digital advertising activities which is used by the most of the
companies in order to promote their brand, product and service in the global market.
In the opinion of Bergkvist and Taylor (2022), Advertising is the term which helps in
making the communication with the users in order to promote their product or service in the

market as well as gain attraction of large customers in better manner. Advertisement are
considered as paid messages which is mainly used the companies in order to inform or influence
people who receive them. There are various methods which is used by the companies in order to
convey their messages to their target customers such as television, radio, print, direct selling,
press, internet, contests, hoardings, posters, events, mailers, posters, events and many more.
2.2 Need of internet advertising in promoting business offerings and gaining attention of existing
as well as potential customers within H&M
According to the view of Elliott and Yopes (2019), with the development of technology,
it is important for the company to have an effective internet advertising plan in order to promote
their product and service. Internet advertising helps company in order to grow their business
continuously. Most of the customers in today's time are using internet which makes necessary for
the company to promote their business offerings through internet advertising as well as gain the
attention if their existing and new customers. Internet advertising helps in creating two way
communication which helps company in order to understand the needs and want of their target
customers in better manner.
In the perspective of Wedel, Bigné and Zhang (2020), internet advertising plays an
important role in promoting products and service of the company. There are many reason that
makes necessary for the company in order to promote their offerings through internet advertising
as it also helps in gaining the attention of existing and new customers in better manner. The
internet advertising helps in personalising their customer's experience in order to make them to
purchase product or service of the company. Internet advertising is important for the company as
helps in driving the more qualified traffic. The company will reach more leads that are highly
interested in their business.
2.3 Methods used under internet advertising by H&M to promote their offerings and to attract
customers
As per the view of Khamis (2020), there are many methods of internet advertising which
is used by the most of the companies in order to promote their products and service as well as
attract more customers. It involves search engine optimisation, search engine marketing, Pay Per
Click or Pay Per Call, content marketing, social media marketing, email marketing, influencer
marketing, affiliate marketing and many more. Social media marketing are mostly used internet

advertising where millions of companies are tend to promote their product and service in the
market. This will also helps companies in order to reach global market in effective manner.
In the opinion of Hindman (2018), internet advertising is the most useful and effective
techniques which is used by the most of companies in order to promote their offerings in online
platform. It involves various methods are cost effective as well as provide many benefits to
companies while using them. It involves web design, search engine optimisation, pay-per-click
advertising, social media marketing, content marketing and email marketing. The company need
to find the best among these in order to make their advertising effective and attractive for
promoting their product and service as well as attracting large number of customers.
2.4 Popularity of internet advertising and benefits gained by H&M with its adoption
According to the view of Kusumasondjaja and Tjiptono (2019), internet advertising is
becoming most popular in today's time which helps every companies in order to promote their
goods and services as well as attract large number of customers. The company gain many other
benefits from this also which includes global reach, attracting targeted customers, better brand
engagement and optimisation, cost effective and time efficient, measurable as well as quick and
convenient delivery. This will also helps in increasing the competitive advantage of the
company.
As per the perspective of Hsu and Chen, (2018), internet advertising is also popular
because it provide cost effective strategy for the company in order to promote their product and
service as well as influence their target customers. This helps small and large companies to
advertise their offerings in low cost as well as reach to global customers in effective manner.
Internet advertising is also popular because it is run through internet which is used by the many
people for their many purpose. This creates opportunities for the company in order to adopt this
for promoting their products and service and gain attraction of large customers.
2.5 Literature Gap
The gap which is identified by the researcher while conducting the literature review of
the research is to gain proper knowledge about the internet advertising within retail industry
because their many sources that provides information on fashion industry for the same. This will
create challenges for the researcher in order to conduct the research in better manner. By
conducting the research on retail industry, researcher effectively fill the gap in its literature
review.

RESEARCH METHODOLOGY
Research methodology described as particular procedures or techniques that are used to
analyse, select, identify as well as process relatable data and information about the topic. The
research methodology helps in critically evaluating the overall reliability and validity of the
study. It helps researcher in orders to obtain the answers for the two crucial questions that arise
while conducting the research is how it collects the data and how it will be analysed to meet the
aim and objective of the research (Rains, Levine and Weber, 2018). In the following research
quantitative research method is used as it helps in collecting the numerical data for the research
topic. The researcher used survey methods in order to collect the information directly from the
respondents. This will helps researcher to make the research more valuable and reliable. The
research onion is a framework that classified the research methodology in different parts in order
to conduct the research in better manner. Below are some detailed research methods which is
used in the following research.
3.1 Research Philosophy
Research philosophy describes the framework that provide guidance about the method in
which the researcher should conduct the research on the basis of their real ideas and nature of
knowledge. There are two types of research philosophy in research methodology that are
positivism and interpretivism. The researcher selects positivism research philosophy for the
following research because it helps in collecting and analysing the quantitative data related to the
research topic (Weller and Gerhart, 2018). This research philosophy provides freedom to the
researcher so, they collect data or information according to their choice. This will helps in
obtaining the knowledge related to the latest pattern and trend related to the research.
3.2 Research Approach
Research approach refers to a procedures and plan that covers some steps of broad
assumption to helps in detailing the different methods which includes data interpretation,
collection and analysis. Deductive and inductive are two types of research approach in research
methodology (Agostini and van Zomeren, 2021). The researcher selects deductive research
approach for the following research as it helps researcher to justify their work-related describing
by using their logic. This research approach consist possibility for explaining the casual

relationship in between the variables and concepts in better manner. With the help of this the
researcher can effectively avoid the risk and conduct the research in short time.
3.3 Research design
Research design refers to a framework of market research techniques and method that are
chosen by the researcher for conducting the research in better manner. There are many kinds of
research design within research methodology such as correlational, descriptive, experimental and
so on. The researcher used descriptive research design for analysing and collecting the
quantitative or numerical information and data related to the research. This research design
involves possibility for observing the phenomenon within a unchanged natural and completely
natural environment in effective manner (Harari and Lee, 2021). It also helps in obtaining the
information in order to describe a phenomenon, situation or population in systematic manner.
3.4 Data Collection
Data collection is described as systematic process that helps in collecting the observations
and measurements of the research. There are two types of data collection methods within
research methodology which includes primary and secondary data collection method. The
researcher selects both the data collection methods in the following result. Primary data
collection methods helps researcher in order to collect directly from the respondents by asking
questions from them using questionnaire (Agénor, 2020). On the other hand, secondary data
collection method helps in collecting the information from different sources which includes
books, Journals, Internet and many more.
3.5 Sampling Technique
Sampling refers to a method that helps in selecting the group in which the researcher
tends to collect the data for their research. Sampling helps in selecting the people randomly in
order to avoid selection bias in the research in better manner. There are two kinds of sampling
method is research methodology which includes non-probability and probability. The researcher
selects probability sampling because it render higher reliability to the research findings. This
sampling method is more precise, unbiased and objective which helps in making whole research
more valuable and effective (Wennberg and Anderson, 2020).

3.6 Data Analysis
Data analysis refers to a process that apply statistical and logical techniques in systematic
manner for describing and illustrating, recapping and condensing and evaluating the data in well
manner. It can also be described as method which is used to organise the all the information
about the research in logical way. Data analysis are available in many categories such as
frequency distribution and thematic (Taguchi, 2018). The researcher selects frequency
distribution data analysis because it helps them in order to present the raw information about the
research in organised and easy to read format. It will also help researcher to calculate and
measure the data related to the research topic in well manner.
3.7 Timeline
Timeline is an essential part for the research plan in order to conduct the research time.
The timeline is used to describe the chronological of the events which is plan by the researcher to
conduct the research according to it. The researcher used Gantt chart for determining the timeline
for the following research. A Gantt chart is a project management tool that helps in visualising
the timeline for the project at a look (Uggla and Eriksson, 2019). It will also helps teams in order
to plan their work aorund the deadlines and properly allocate the resources in effective way. It is
considered as most useful tool for scheduling and plan the project properly.

3.8 Ethical Consideration
Ethical consideration in the research is defines that it is set of several principle that are
used to guide the research practices as well as design in proper manner. There are some code of
conducts which is required to adhere by the researcher and scientists when they collects the
information and data for the research. The basic purpose of the ethical consideration is to helps
in protecting the rights of the research participants, maintain the scientific integrity and enhance
the research validity (Karmiris, 2022). There are some ethical principles that are important for
the researcher to adhere them for conducting the research in ethical manner. It involves informed
consent, confidentiality, voluntary participants, potential for harm, anonymity and results
communication.

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