Role of Internet Marketing on Business Operations of Businesses

This research project discusses the role of internet marketing in the fashion industry, with a focus on Next Plc. It covers the advantages and disadvantages of internet marketing, challenges faced by Next Plc, and strategies for decreasing these challenges.

Research Project

TABLE OF CONTENT
TITLE: ROLE OF INTERNET MARKETING ON BUSINESS OPERATIONS OF
BUSINESSES..................................................................................................................................4
INTRODUCTION...........................................................................................................................4
Background of the study..............................................................................................................4
Aim and objectives......................................................................................................................4
Rationale......................................................................................................................................5
LITERATURE REVIEW................................................................................................................5
Roles of internet marketing.........................................................................................................5
Critical impacts of internet marketing on growth of Next Plc.....................................................6
Challenges of internet marketing and strategies for decreasing challenges................................7
RESEARCH METHODOLOGY....................................................................................................8
RESULTS......................................................................................................................................10
Concepts of internet marketing at fashion industry...................................................................10
Impacts of internet marketing on growth of organization.........................................................11
Various issues of internet marketing and strategies for decreasing challenges.........................12
DISCUSSION................................................................................................................................13
CONCLUSION..............................................................................................................................14
RECOMMENDATIONS...............................................................................................................15
REFERENCES..............................................................................................................................16

TITLE: ROLE OF INTERNET MARKETING ON BUSINESS OPERATIONS
OF BUSINESSES.
INTRODUCTION
Internet marketing refers process of performing marketing functions by making use of
online tools only (Grubor and Jakša, 2018). Internet marketing plays a vital role as it helps
companies in attracting customers, providing qualitative and 24*7 services to customers. Internet
marketing decrease cost and time of both customers and businesses. E-mail marketing, search
engine optimisation, Chabot marketing and social media marketing are some examples of
internet marketing. Some advantages that fashion industry can take by marketing or promoting
its products via online tools include: increasing customers’ attraction rate, improving
performance, improving relationships and global reach to people.
Background of the study
Internet marketing refers strategies that are being used for promotion and marketing of
products via online or internet. This present study is based on Next Plc that is a British
multinational clothing, home products and foot wear retailer. It provides its fashionable clothing
and foot wear to people of UK, Europe, Asia and Middle East. This present study is going to
discuss roles of internet marketing and advantages that fashion industry including Next Plc can
take by making use of internet marketing. Further, it will discuss some effective ways or
strategies of internet marketing that can be used by fashion industry in order to expand business
and improving business operations. Research methodology including, data collection, research
strategy, data analysing also plays a vital role. This study will discuss all these elements in a
detailed manner in order to know ways in which it can make researchers able in accomplishing
research aim.
Aim and objectives
Aim: The aim of conducting this research study is “To identify roles of internet marketing
in fashion industry” Study on Next Plc, United Kingdom.
Objectives
 To understand role of internet marketing in the firm
 To identify positive and negative impacts of internet marketing on growth and expansion
of business.

 To analyse strategies and challenges, faced by company while making use of internet
marketing for attracting customers.
 To suggest best methods that Next Plc can use for expansion and growth of its business
operations
Research questions
1. What are some main roles of internet marketing?
2. How can internet marketing can impact on Next Plc?
3. What challenges does Next Plc face while operating business?
4. Which internet marketing strategies should Next Plc use to expand its business and
improving business operations?
Rationale
One of the main reason of selecting this topic is to help fashion industry in improving their
performance as well as satisfying customers by making use of effective internet marketing
strategies (Bala and Verma, 2018). Technology is the main factor that has changed the world to
the great extent and it is one of the hot topics that can increase our knowledge regarding internet
marketing. So, increasing knowledge and knowing all about internet marketing, accomplishing
goals by making use of internet marketing strategies, this research topic has been selected.
LITERATURE REVIEW
Roles of internet marketing
According to the Suppatvech, Godsell and Day, (2019) internet marketing plays a vital role
as it is making able for businesses to experience or increase higher revenue. When businesses
make use of appropriate and right internet marketing strategies then it makes them able in
promoting their products and to reach globally with decreased cost and time as well. In addition,
they also said that marketing is all about a way to grab attention of customers and making them
aware about effectiveness of products and when companies perform all marketing activities via
online channels then they find easier in solving customers’ query and providing them qualitative
features of products in an effective manner.
Mandal, (2018) argued and said that internet marketing makes companies able in
improving their relations with customers. With traditional methods also, companies can promote
their products but this digital way of internet improves their relations. via online platforms and

internet, employees find easier in contacting or communicating with customers and they can be
available 24*7. In traditional ways like face to face marketing and newspaper advertisement, it is
not possible for marketer to connect with customers anywhere and 24*7. So, according to them,
it is one of the main role that internet marketing plays nowadays.
Fantin, (2018) supported this above view and said that internet marketing or online
platforms allow marketers in getting customers; feedbacks regarding their products. By getting
online feedbacks, marketers or employees can know as where they are lacking behind and as per
the comments, given by customers, they can make changes in their products and can increase
customers’ satisfaction. When customers find changes in products, services and ways of
marketing as per their feedback comments then it makes them feel valued. They believe that
companies take care of their views and it makes them loyal towards business and they are more
likely to stay with business. It can be said that it can increase customers’ retention rate as well as
satisfaction rate that is vital for fashion industry. So, all are these main roles of internet
marketing.
Critical impacts of internet marketing on growth of Next Plc
There are number of positive impacts that internet marketing can have on growth as well as
development of business of Next Plc. In regard to positive impacts, Dilham, Sofiyah and Muda,
(2018) stated that internet marketing can make this fashion retailer able to reach globally and
attracting number of customers. By making use of social media and other online tools,
companies can attract customers and can communicate with them any time whenever they want.
So, in this context, it can be said that global reach and increasing sale, revenue is one of the main
positive impact that internet marketing can have on Next Plc.
Buchanan and et.al., (2018) contradicted and said that internet marketing has some
negative impacts or it has some limitations that can create barriers in successful business
operations. One of the main negative impact of internet marketing is: negative feedback, given
by customers. Most of the companies allow their customers to give feedbacks on the basis of
their experience and due to changing needs of customers, they give some negative reviews. It has
negative impacts on new customers, who have visited company’s site for the first time in order to
make buying decision. When they read negative comments, then it changes their buying
decision. So, in this context, it can be said that internet marketing can affect image of this retailer
and can create barriers in accomplishing goals.

Liu and et.al., (2020) argued above view and said that customers’ give negative feedbacks
only when company does not consider their views otherwise, it may have great impact on
customers. In addition, they also said that internet marketing can increase customers’
engagement because companies try to communicate and interact with them whenever their
customers need them and provide them updated information by uploading images on social
media and selected online tools. It makes easier for customers as it saves their time. They do not
need to visit offline shops for getting information as on the basis of updated information,
provided on social media and other tools, they can visit shop and can make buying decision
accordingly.
Setiawan and et.al., (2018) stated that as per them, internet marketing increase security
challenge and it is negative impact that can affect image of Next Plc. As there are number of fake
online websites that grab attention of people by decreasing prices of products and it is the way of
influencing customers. People who do not have much knowledge as how to identify different
between fake and real website of company, they buy products and when they do not receive their
products then it affects their trust. So, on this basis, it can be said that there are some limitations
of internet marketing.
Challenges of internet marketing and strategies for decreasing challenges
As per the view of Mohan and Ali, (2019) one of the main challenge of internet marketing
that Next Plc. face is: poor brand image of company due to negative feedbacks, given by
customers. It can affect image of this retailer and can create barriers in taking advantages of
external opportunities. In addition, they also said that high competition is one of the other
challenge as now a day’s number of companies are making use of online tools for promoting or
marketing their products and services. It can also create barriers in taking competitive
advantages. Overall, it can be said that making use of internet marketing is not an easier task.
Saura, (2021) contradicted and said that there are number of ways by which this retailer can
solve all these problems. One of the main strategy is: awareness program. This retailer can make
their customers aware about its official website and can make them able by which they can
differentiate between fake and real website. Along with this, fashion retailer can communicate
with customers and can tell them that it allows customers by which they can share their views
and on the basis of negative views or comments, it will try to improve services so, it can help

customers in making effective buying decision and they can protect themselves against security
and fake sites threats.
RESEARCH METHODOLOGY
Research strategy: There are 2 types of research strategy such as qualitative and
quantitative. Both of these strategies refers the form in which data needs to be collected.
Selection of research strategy depends on the scope of research topic and the nature of research
topic. When researcher focuses on gathering data in feelings or tactual form then this type of data
or study can be known as qualitative (Shin and et.al., 2018). Whereas, when data are being
collected in numerical form then this type of research can be known as quantitative research. As
the main aim of this research study is knowing tole of internet marketing and it has wide scope
and for that researcher will required having facts and actual information so, qualitative study has
been conducted. It has helped researcher in knowing about internet marketing by observing or
focusing on textual information.
Research approach: Research approach is also being divided into 2 types such as inductive
and deductive. Inductive research approach is the one in which researchers generates a brand
new theory rather observing an existing theory. Whereas, deductive is the one in which
researcher focuses on an existing theory and by observing and critical analysis of an existing
theory, they make decision regarding research topic. As this study is qualitative, so, researcher
has made use of inductive research approach because inductive is associated with qualitative
research study (Stepashko, 2017). Other main reason of selecting this research approach is
increasing knowledge and skills as well. It is believed that when researcher conduct a brand new
theory as per his own then he tries to identify new things that increases his knowledge regarding
research topic.
Research philosophy: It is belief regarding ways in which researcher can collect as well as
analyse data in an effective manner. Interpretivism and positivism are 2 research philosophies.
Interpretivism researchers believe that individuals in society play a vital role as they are the one
who can influence societies behaviour. Whereas, in positivism philosophy, it is believed that
societies lead or shape behaviours of individuals. As it is qualitative study, so, researcher has

selected interpretivism and by observing individuals, some facts about internet marketing has
been known.
Data collection: One of the main thing on which success of research study relies is accurate
and reliable data and data can be collected after selecting the type as well as sources of data
collection. There are 2 types of data collection such as: primary and secondary. Primary is all
about brand new data that are not published before on internet sites and are being collected by
researcher for the very first time. Whereas, secondary is all about second hand data because such
data are published on some sites. When researchers conduct research studies and make their data
available on sites for making easier access then it is known as secondary data collection. For this
research study, both primary and secondary data are being collected in order to better understand
topic and accomplishing goals in an effective manner.
Data analysis: As it is already known that data plays a vital role in conducting research
study and making it successful. But some data that are being collected by researchers from
secondary sources may have some inaccuracy and for making it accurate as well as reliable,
researchers require following data analysis step in research methodology. It is a process of
making collected data accurate and effective. Qualitative and quantitative are 2 types of data
analysis (Hamilton and Finley, 2019). When research study is qualitative then researcher makes
use of qualitative data analysis tools and for analysing quantitative research of numerical data,
quantitative data analysis tools are being used. As this study is qualitative, so, with thematic
analysis tool, researcher has analysed non-numerical data.
Sample: Sample refers target people or participants who are being selected by researcher in
order to collect primary data. This step is being followed only when researcher collects primary
data because for collection of primary data, researcher requires participants that are known as
sample. A procedure that is being followed for selecting sample is known as sampling that is
being categorised into 2 types such as random and non-random. Random sampling is a process in
which sample are being selected randomly without any selection criteria. Whereas, non-random
is a process in which, samples are being targeted on the basis of specific criteria. For promoting
diversity as well as making target people feel valued, random sampling method has been used
and 30 employees of Next Plc has been selected.
Ethical considerations: Ethics is a system of moral principles that help people in knowing
what is wrong and what is right. On the basis of this difference, they find easier in making

decision and on this basis, it can be said that for researcher also, it is important to consider ethics
while conducting research study (Bain, 2017). There are some ethics that has been considered by
researcher for making this study successful such as:
 To provide equal and fair opportunity to sample or participant.
 To select primary data collection sources that are no longer old than 5 years.
 To provide accurate information only to stakeholders.
 To maintain confidentiality by protecting personal and professional data and not sharing
them with others.
RESULTS
Concepts of internet marketing at fashion industry
Web advertising assumes a fundamental part as it is making capable for organizations to
experience or increment higher income. At the point when organizations utilize proper and right
web advertising methodologies then it makes them capable in elevating their items and to reach
all around the world with diminished expense and time (Gaudenzi, Mola and Rossignoli, 2021).
Furthermore, they additionally said that advertising is about a method for commanding notice of
clients and making them mindful with regards to viability of items and when organizations play
out all promoting exercises by means of online channels then they track down simpler in settling
clients question and giving them subjective elements of items in a compelling way.
Figure 1 Digital marketing trends 2021-22
Web showcasing makes organizations capable in working on their relations with clients.
With customary strategies additionally, organizations can advance their items however this
computerized method of web works on their relations. By means of online stages and web,
workers find simpler in reaching or speaking with clients and they can be accessible every time.

In conventional ways like up close and personal promoting and paper notice, it isn't workable for
advertiser to interface with clients anyplace and working on given time. This have been seems
that 89% of the people usually prefer the internet marketing app for which they can easily buy
their products with having some discount (Kenge and Khan, 2021). As well as this could also
create the direct communication with them in buying any products and services. While by
creating the websites this could keep the custom audience with using the various social media
sources.
Impacts of internet marketing on growth of organization
Web showcasing or online stages permit advertisers in getting clients, criticisms with
respect to their items. By getting on the web criticisms, advertisers or representatives can know
as where they are missing behind and according to the remarks, given by clients, they can make
changes in their items and can expand clients' completion. At the point when clients track down
changes in items, administrations and methods of promoting according to their input remarks
then it causes them to feel esteemed (Krishen and et.al., 2021). They accept that organizations
deal with their perspectives and it makes them faithful towards business and they are bound to
remain with business. One might say that it can expand clients' standard for dependability just as
rate that is imperative for style industry. Thus, all are these principle jobs of web promoting and
keep those effective manner.
Figure 2 How Digital marketing is changing
By utilizing web-based media and other web-based instruments, organizations can draw
in clients and can speak with them any time at whatever point they need. Thus, in this unique
situation, one might say that worldwide reach and expanding deal, income is one of the vitally

certain effect that web advertising through using by organization. Web advertising has some
adverse consequences or it has a few constraints that can make obstructions in fruitful business
activities (Shah and Murthi, 2021). One of the really adverse consequence of web showcasing is:
negative input, given by clients. The vast majority of the organizations permit their clients to
give criticisms based on their experience and because of changing necessities of clients, they
give some regrettable surveys. It contrarily affects new clients, who have visited organization's
site without precedent for request to settle on purchasing choice.
Figure 3 Digital marketing trends
Various issues of internet marketing and strategies for decreasing challenges
Figure 4 Biggest challenges facing online marketing
At the point when they read negative remarks, then, at that point, it changes their
purchasing choice. Thus, in this specific circumstance, one might say that web promoting can
influence picture of this retailer and can make hindrances in achieving objectives. there are
number of ways by which this retailer can solve all these problems (Politowski and et.al., 2021).
One of the main strategy is: awareness program. This retailer can make their customers aware

about its official website and can make them able by which they can differentiate between fake
and real website.
Figure 5 Challenges of fashion online stores facing
Along with this, fashion retailer can communicate with customers and can tell them that
it allows customers by which they can share their views and on the basis of negative views or
comments, it will try to improve services so, it can help customers in making effective buying
decision and they can protect themselves against security and fake sites threats (Dwivedi and
et.al., 2021). While this could be seems that fashion industry is also facing the high issues and
make sure for having some better impacts. This led them for working with some more better
growth and preparing more about the strategies and make sure for having some better outcomes.
DISCUSSION
While this could be seems that internet marketing which seems to be attract the customer
from the products and services. Along with this could led them for working and make sure for
being taking their high estimation about how usually they can work. The internet marketing that
could led the fashion industry for which the proper estimation and keep them for working for
which the customer can get more benefits. This might be also internet marketing which could
work the main role for the fashion industry and many other retailing industry. Fashion trends are
not just one or two kinds as this can be trends dominating fashion make resources. Therefore, the
driving behind more about high fashion sales with right now and self-expression elements that
could work consumer can gain from the digital world.
Internet marketing that could basically describe about how the business can work with
having communication are important, but consumer are being more attached with having more
fashion stores and appearing more online interaction. While many of the business for the fashion

that have been taken place for working with many new things and make sure for having more
growth through having business online. However, a good social media that could play the role
presence in exceptionally important as when it come from the talk about the fashion industry.
Luxury fashion to grow, clothing brands have also refused for enter with having some proper
strategies and make sure for having their e-commerce world. For the long term clothing brands
that could work online rather than working as offline stores. As online stores that could create
more high estimation for them and make sure for having more high attraction with their online
products.
Social media and influence continue to rule out the fashion industry, this have been
discuss about the results and also come to know how usually they have to work. As working with
proper communication and current fashion lists this could also include many more things. While
this have been notice that from the results the high growth have been taken as pre and post
pandemic is internet marketing. Through which this could be also seems that due to having the
proper growth and this might play the important role and keep growth for the organization.
CONCLUSION
From the above research it had been concluded that, internet marketing aim and objective
and states more about the main purpose of the selecting the topics. While in literature review this
have been seems that how internet marketing and various other concepts that could help the
organization for growth and development. While this could include many things about for which
the various authors views and thoughts have been shared. While this could make sure for having
proper research methodology in which this could be seems that scholar have selected the
secondary research for making research. This might be important for knowing about how they
have to work and keep the research for working more. Along with this could also seems that
fashion brands because this could work as digital and also achieving the high segments of work.
While this have been also found more effective ways for which the marketing offers more high
sources and keep them for working with some proper strategies. Moreover, research also
discussed about the data for which the secondary methods have been used and this could make
more working for which the scholar have collected with relevant websites.

RECOMMENDATIONS
The organization that could work for having the proper growth and developments they
have to work within using some of the strategies. This might be using the various form of social
media through which various people and many young people come to know about new concepts
of fashion brands. This could also make them for working and creating about their brands image
for which the profits that can be increased and creating more new effective thing. As the
organization can also use some of the interactive channels of mass communication through
which they can easily work. Along with this also creating more high implication about their
digital concepts and creating more high thing about those effective manner. This might be play
the role for which the effective things and including more about their growth and developing
some of the platform for attraction of customer. Also, offering more new techniques for
attraction of new customer information about brands and fashion with keeping their loyal
customer. Internet marketing which play the role for keeping the general information about the
some new product and services through which this could be more easier for the organization and
customer for knowing about something's new.

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