The Implications of Digital Technologies on SMEs

This research project focuses on the implications of digital technologies on SMEs, specifically Quantum Technology. It explores the impact of social media in building customer relations, effective social media tools for delivering information, and ways to grab customer attention. The research aims to measure the impact of social media in enhancing customer base at a global level.

Research Project

Table of Contents
TITLE: “The implications of digital technologies on SMEs”.........................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Background of research...............................................................................................................1
Rationale of Research.................................................................................................................2
Research Aim .............................................................................................................................2
Research Objectives....................................................................................................................2
Research Question.......................................................................................................................2
Time scale...................................................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
Concept of social media and how it can impact on building relations with customers..............5
Most effective social media tools which may help Quantum Technology in delivering right
information to consumers............................................................................................................5
Effective social media can help small business organisations at the time of promoting their
products and services..................................................................................................................6
Ways through which maximum number of customer's attention can be grabbed by Quantum
Technology..................................................................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7
Data Collection............................................................................................................................8
Research Design..........................................................................................................................8
Research approach......................................................................................................................8
Research philosophy...................................................................................................................8
Types of Research.......................................................................................................................9
Data Sampling.............................................................................................................................9
CHAPTER 4: DATA ANALYSIS..................................................................................................9
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................22
Conclusion.................................................................................................................................22
Recommendation.......................................................................................................................23
CHAPTER 6: REFLECTION........................................................................................................23
REFERENCES..............................................................................................................................24

TITLE: “The implications of digital technologies on SMEs”.
CHAPTER 1: INTRODUCTION
Digital technology can be defined as an effective component which consists with ample
number of electronic equipments where data or information is being transmitted in the form of
different codes (binary code) (Anwarul Islam and Ikeda, 2014). In present research investigation,
firm this is being used to identify the impact of digital technology, i.e. Quantum Technology,
which is a small business firm QUANTUM TECHNOLOGY (UK) LTD, and was found in the
year of 2010. Company is providing marketing consultancy services to customers as per
requirements. On the other hand, overall research is going to focus on proposal which will
include research questions and literature review. Apart from this, research methods and
approaches to primary and secondary investigation as well. Analytical tool like questionnaire is
also going to keep its focus on company. Lastly, it will enclose alternative research
methodologies which will bring favourable outcomes for set objectives and topic.
Background of research
Conducting an investigation over set topic can help researcher in concluding right
objective over desired objectives. Over the years, it is being analysed that business firm's
perceptions have got changed and started focusing on customer values. Here, digital technology
or digitalisation has played an effective role which helped business organisations in building
much stronger relationships with consumers (Fitzgerald and et. al., 2014). Using social media or
its tools, a company like Quantum Technology, can easily communicate with customers with an
ease. Here, direct connection can be made with consumers where Quantum Technology can get
to know about exact needs and requirements of the company.
Importance can be seen in present context, with the help of background of set aim i.e.
impact of social media in enhancing customer base at global level. In past few years, it is being
analysed that there were ample number of business organisations that were following traditional
approach related to developing relationship with their customers. It was found that, those
approaches impacted negatively on their business where they did used to suffer through different
problems like decrease in consumer base and so on. In present context, Quantum Technology
have also kept its focus on different sections but they did not focused on building relationship
with customers and this impacted upon their sales and profit margins as well. In order to do so,
1

firm have decided to adopt social media tool so that they may improve their own customer base
(Gamboa and Goncalves, 2014).
Rationale of Research
An investigation is being majorly be done by business firms when it comes in today's
market is becoming more rationale in nature and they even need quality in products which can
satisfy them in perfect way too. The main aspect of going with this research is too collect variety
of data related to importance of social tools that could help in achieving much more stronger
consumer base from existing one. QUANTUM TECHNOLOGY (UK) LTD is delivering
marketing related services to other business organisations that are looking forward to expand
themselves in different areas. Since, this organisation is doing business in domestic level only,
and through this, they are generating a moderate amount of revenue which cannot help them in
expanding their own business (Holliman and Rowley, 2014). Thus, they have decided to use
different social media tools like Facebook, Instagram and so on so that they can develop their
own customer base at international level as well.
Research Aim
“To measure the impact of social media in enhancing customer base at global level”. A
case study on Quantum Technology.
Research Objectives
 To evaluate overall concept of social media and its impact on building relations with
customers.
 To identify most effective social media tools which may help Quantum Technology in
delivering right information to consumers
 To determine how effective social media can be for small business organisation at the
time of promoting their products and services.
 To evaluate ways through which maximum number of customer's attention can be
grabbed by Quantum Technology.
Research Question
This section of report mainly stays enclosed with questions that need to be understood so
that objectives can be attained right on time. In present context, some of the research questions
are as:
2

 What is the concept of social media and how it can impact on building relations with
customers?
 What are the most effective social media tools which may help Quantum Technology in
delivering right information to consumers?
 How effective social media can be for small business organisation at the time of
promoting their products and services?
 What are the ways through which maximum number of customer's attention can be
grabbed by Quantum Technology?
Time scale
3

CHAPTER 2: LITERATURE REVIEW
It has been analysed that this section (Literature review) can help investigator in
developing their knowledge related to set objectives for conducting the overall investigation with
an ease. In depth knowledge can be developed of goals and objectives (Hussain, Al Nasser and
4

Hussain, 2015). In present context, there are many things which do enclose and conceptual for
having an effective research and these are mentioned beneath:
Concept of social media and how it can impact on building relations with customers
According to Järvinen and Karjaluoto, (2015), concept of social media can be defined as
a term which consists with ample number of internet applications that helps it’s users to connect
with other individuals for different perspectives. From last few years, it is being analysed that
people all over the world started using internet for different purposes and they also like to stay
connected with others at both international and national level. Therefore, business firms started
focusing on developing their own profile on such social tools like Facebook, Linked In,
Instagram and etc. So that they can easily grab attention of consumers. With the help of this,
Quantum Technology can also improve their relation with customers and can deliver information
to consumers as per their need and requirements. Social media is interactive computer- mediated
technologies which facilitate creation as well as sharing of ideas, information etc. The social
media is an effective way to communicating with consumers, aware them about products,
develop positive relationship and many others. It is a kind of applications and websites which
enable the people to develop as well as share the content in social networking. On the other hand,
social media develop the positive impact on building the positive relationship with the
consumers. If customer have some query regarding any product or service on social media then it
helps in respond quickly and provide them appropriate suggestions. Through this, firm can make
the personalise relationship with consumers by communicating with them in a positive manner.
Most effective social media tools which may help Quantum Technology in delivering right
information to consumers
As mentioned by Kondasani and Panda, (2015), there are many social media tools present
in all over world that can help business firms to grab attention of consumers towards their
products and services. Delivering them information related to discounts on services over their
accounts of Facebook, Instagram and so on and through this, firms like Quantum Technology
can easily develop much stronger relations with consumers from existing one. Here, Facebook
can be considered as one of the most effective tool which is having around 2.27 billion monthly
active users as the third quarter of 2018. This can easily help this organisation in grabbing
attention of much more consumers and aid them in delivering right services or information to
consumers or clients according to their own needs. The social media tools give network
5

connection as well as analysis to permit the people to understand community structure and also
influence over this. With the help of using different social media tools, Quantum technology can
communicate with its consumers in an effective manner. Executing the social media tools and
also making the technical changes in online presence can have positive or negative affect on
business. There are different social media tools given below which help Quantum technology to
providing the correct information to consumers:
Facebook: It is social networking service that permit the users to develop their profiles
and the connect with the other people. Under this, site enabler users share the data by consisting
the video clips, images etc. Through this, Quantum technology can connect with its consumers
and also provide the proper information about services as well as products in an effective
manner.
Google+: It is recent entry in to social networking platform and it allows the users to
make groups and also making it more easier in sharing the chosen information.
Effective social media can help small business organisations at the time of promoting their
products and services
On the basis of viewpoint which was given by (Kumar and Reinartz, 2018) since social
media is used by most of people in all over the world for different purposes, it can help small
firms in promoting their products and services with minimal investments. It is required for firms
to choose right social media tool at correct time so that they may easily grab attention of
consumers through promoting goods over internet. Through this, companies like Quantum
Technology can raise their sales and can give good rivalry as well to competitors that are present
in both international and domestic level. The social media is helpful for the small business to
make promotion of business with the help of using the different sites. Under this, there is a need
for small company to develop its website and provides information related to its services and
products on that. It is a time saving as well as less expensive method of promotion. On the other
hand, it is easy for the company to use social media and post on its social media pages
effectively. By using the social media, firm can reach easily with its target audience and also
develop with then positive relationship.
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Ways through which maximum number of customer's attention can be grabbed by Quantum
Technology
According to Lamberton and Stephen, (2016), Social media have been one of vast subject
to study that can help business organisations to gather attention of consumers in much more
effective and efficient ways. Here, putting a pop up ad on screen of users (mobile or personal
computer’s screen) with an aim of turning a person into a consumer can be considered as an
effective way through which Quantum technology can improve profit margins of the company.
For enhance the profit level, it is necessary to an organisation to develop some of the effective
ways for gain attention of consumers. There is a need to Quantum technology to develop some
better promotional strategies so that consumers can take interest in them and also attract towards
it. On the other hand, it can provide services on the demands as well as needs of consumers or
which can satisfy their requirements. The company can use advanced technology and
communicate with the consumers in an effective manner. It will help in develop positive impact
on them and also grab the attention of large number of people.
CHAPTER 3: RESEARCH METHODOLOGY
Research methods plays a crucial role for investigation and it is required for researcher to
adopt right method so that desired goal can be attained right on time. Mainly there are two ways
and these are; scientific and systematic can help an investigator in conducting the investigation
with an ease. On the other hand, investigator mainly used both qualitative and quantitative
investigating approaches for collecting the data with an ease and these are mentioned beneath:
Qualitative Research: It is being found that this method is being mostly used by
investigator with focusing end objective so that data can be gathered related to it. Mostly, data
which gets collected with the help of this method it stays based on quality, perception or the
basis of behaviour.
Quantitative Research: This is another famous method of research, where collected data
of this stays based on fact or figures and this gathered data is majorly pulls out final outcome in
specific time frame.
In present report, qualitative method is being chosen to identify the influence of social
media on customer base of Quantum Technology. Away with this, there are two methods
through which new or existing information can be accumulated.
7

Data Collection
Primary Method: In this includes, new information accumulation which is collected
through different assets such as sources perform the distinctive procedure of an investigation in
proper manner. Questionnaire, Survey and others are a part of this sort of method that may aid in
collecting authentic information (Laudon and Laudon, 2016).
Secondary Method: This is being considered as a method, which helps in collecting the
data with an ease because the data which is used by the investigator have already been used by
others as well. There are many authors and others that already searched and have given a number
of blogs which can be used by investigator for the purpose of concluding results in a specific
time frame.
Research Design
Research design is being reasoned as an element which outline or helps a researcher write
some hypothesis in with final state of research in various implication. Even though, what, when,
why and also having a draw with in systematic design that somewhere also needs to have an
necessary with relevance. In present context, Experimental, descriptive and exploratory are some
of design and here, exploratory is being used to conduct investigation on set topic.
Research approach
It is one of the important consideration of research activity as it is a plan that used to
investigator with the aim of collecting as well analysing information in order to attain positive
outcomes. This section of study is includes inductive and deductive research approach. Both are
played a significant role in undertaking research activities with the aim of drawing a valid
conclusion. This research is based in the inductive approach as it is effective for providing proper
analysis of the study and at the same time also aid in determining facts and figures. With the
assistance of this research easily take right decision and also improve the chances of attaining
positive outcomes.
Research philosophy
It is consider as a content that is related with the way in which data and information
should be gathered and analysed. Mainly, it deals with various sources, nature and development
of knowledge that provide support to investigator in executing research activities. This section of
exploration has classified among the two types such as interpritivism and quality investigation
8

philosophy. For current research, investigator will use interpritivism research philosophy because
it help in providing in-depth analysis towards the research aim which help in gathering relevant
data and information. In addition of, it is an effective tool for qualitative research in which
information is gathered on the basis of various authors views and prospectives. By this
investigation can easily take right decision and draw a valid conclusion.
Types of Research
This is being considered as an important section of a research, in which investigator has
to choose right type of research. It is being found that there are around four types of investigation
which consists with different condition and these are; Quantitative Vs qualitative, applied Vs
fundamental, Conceptual Vs empirical and descriptive Vs analytical. Mainly quantitative and
qualitative is used by investigator where quantitative is a term which does collect information
and data in form numerical basis and qualitative research is that which help in collecting
information on the basis of perception or thinking of respondents.
Data Sampling
Another crucial aspect which needs to be managed by investigator when it comes to draw
favourable outcomes for set objective. In this context, sampling is being considered as an
effective process that aid in selecting respondents through which information can be withdrawn
on the basis of set questions (Leeflang and et. al., 2014). Here, two sampling like probabilistic
and non probabilistic can be used, and for present investigation, researcher has used random
sampling method which is a part of probabilistic approach. With the help of this, 30 respondents
have been selected which will help investigator is collecting information with ease.
CHAPTER 4: DATA ANALYSIS
This is one of the most important section of the whole research as it refers to a activities
of inspecting, transforming and modelling data with the aim of determining appropriate
information. By this research can easily take effective decision towards the identifying research
issues. With the assistance of this section, researcher easily gather reliable data and information
towards particular topic and area as well. Under this section, collected data is analysed with the
aim of attaining potential outcomes that support in enhancing the chances of attaining valid
results. Along with this, information is investigated by thematic analysis as it includes
questionnaire which consist various questions. Mainly, it cover research aims and objectives
9

which may aid in gathering information from different respondents. Under this, respondents are
the employees of the company as they are more reliable for gathering information about the
concept of social media in connecting with large number of customers at market place.
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 tools is effective in building relation with customers?
a) Yes
b) No
Q3) What is the importance of using social media in business organization?
a) Increase profitability level
b) Enhance customers base
c) Build positive brand image
Q4) What are the effective social media tools by which Quantum Technology easily deliver
right information to its customers?
a) Facebook
b) Instagram
c) Twitter
Q5) What are the ways by which Quantum Technology grab customers attention towards
its offerings?
a) By providing unique products
b) Focus on creating customer connections
c) Identify what the customer's needs are
Q6) Is Quantum Technology used social media as a promotional tool?
a) Yes
b) No
10

Q7) What are the issues faced by Quantum Technology while using social media in
business activities?
a) Time consuming
b) Money investment
c) Difficult to measure the results
Q8) How Quantum Technology overcome from issues associated with social media?
a) Proper time management
b) Skilled workforce
c) Understand the customers issue
Q9) What are the main reason behind using of social media within Quantum Technology?
a) For inviting customers
b) For building positive relationship
c) Promoting company products
Q10) Provide recommendation for Quantum Technology to enhance their customers base
at global level by using social media.
Questionnaire
Q1) Do you have any idea about the concept of social media? Frequency
a) Yes 20
b) No 10
Q2) Is social media tools is effective in building relation with
customers?
Frequency
a) Yes 20
b) No 10
Q3) What is the importance of using social media in business
organization?
Frequency
a) Increase profitability level 10
b) Enhance customers base 10
11

c) Build positive brand image 10
Q4) What are the effective social media tools by which Quantum
Technology easily deliver right information to its customers?
Frequency
a) Facebook 15
b) Instagram 10
c) Twitter 5
Q5) What are the ways by which Quantum Technology grab
customers attention towards its offerings?
Frequency
a) By providing unique products 15
b) Focus on creating customer connections 9
c) Identify what the customer's needs are 6
Q6) Is Quantum Technology used social media as a promotional
tool?
Frequency
a) Yes 20
b) No 10
Q7) What are the issues faced by Quantum Technology while using
social media in business activities?
Frequency
a) Time consuming 13
b) Money investment 12
c) Difficult to measure the results 5
Q8) How Quantum Technology overcome from issues associated
with social media?
Frequency
a) Proper time management 15
b) Skilled workforce 10
c) Understand the customers issue 5
Q9) What are the main reason behind using of social media within Frequency
12

Quantum Technology?
a) For inviting customers 10
b) For building positive relationship 10
c) Promoting company products 10
Theme 1: Concept of social media.
Q1) Do you have any idea about the concept of social media? Frequency
a) Yes 20
b) No 10
Interpretation: Social media consider as a computer based technology that help in sharing of
ideas and information to one person to another by using virtual networks. Mainly, it is platform
through which company communicate with their customers by posting posts, photos and content
related with the specified services. By this company can easily invite large number of customers
and maintain positive relation. In this, 20 out of 30 respondents have ideas and aware about the
concept of social media within the business organization. By using this company easily promote
13
20
10
a) Yes
b) No

their services in market place and increase their brand image. On the other side, 10 people are
not aware about social media and its effectiveness for the company and its performance as well.
Theme 2: Social media tools is effective in building relation with customers.
Q2) Is social media tools is effective in building relation with
customers?
Frequency
a) Yes 20
b) No 10
Interpretation: Social media play a significant role in developing as well as building relation with
large number of customers through an effective platform. With the use of social media tools,
company easily communicate with their potential customers and provide them all the necessary
information about its offerings. This will aid in building strong customers base within the
business organization. In this context, 20 people are think that social media is a communication
tool by which firm easily connect with customers and also influence them towards company
services. It help in increasing profitability level of the firm at market place.
Theme 3: Importance of using social media in business organization.
14
20
10
a) Yes
b) No

Q3) What is the importance of using social media in business
organization?
Frequency
a) Increase profitability level 10
b) Enhance customers base 10
c) Build positive brand image 10
Interpretation: Using social media is important for business organization in making strong
relation with large number of customer. By this company improve their performance level at
market place. 10 out of 30 respondents said that social media help in increasing profitability level
as it influence customers to consume company services. Along with this, 10 people think that by
using social media business organization easily invite customers and make them loyal towards
the company by providing services as per their requirements. On the other hand, 10 people give
their views that social media contribute in building positive brand image of the company at
market place.
Theme 4: Facebook is an effective social media tools by which Quantum Technology easily
deliver right information to its customers.
Q4) What are the effective social media tools by which Quantum Frequency
15
10
10
10
a) Increase profitability
level
b) Enhance customers
base
c) Build positive brand
image

Technology easily deliver right information to its customers?
a) Facebook 15
b) Instagram 10
c) Twitter 5
Interpretation: From the above mentioned graph it has been evaluated that social media tools are
play a vital role in sharing as well as delivering information to large number of customers. By
this consumers get attracted towards its services. This will directly contribute in capturing larger
market share from its rivals. In this 15 out of 30 respondent said that Facebook is an effective
tool of social media through which company give necessary information to customers about its
offerings. By this company easily improve their customers base. Along with this, 10 people think
that Instagram is an appropriate tool which help business organization in promoting their
services in market place. This will increase the overall profitability level at market place. On the
other hand, 5 people give their views that Twitter is an effective tool to deliver relevant
information to potential customers in order to make them aware about its services at market.
Theme 5: By providing unique products Quantum Technology grab customers attention
towards its offerings.
Q5) What are the ways by which Quantum Technology grab
customers attention towards its offerings?
Frequency
16
15
10
5
a) Facebook
b) Instagram
c) Twitter

a) By providing unique products 15
b) Focus on creating customer connections 9
c) Identify what the customer's needs are 6
Interpretation: Social media is a concept of creating awareness in market. With the assistance of
this, company easily grab customers attention towards its offerings. In this 15 people think that
by providing unique and quality products company easily influence customers. In addition of
this, 9 respondents are said that focus on creating customers connections company attain their
attention. On the other side, 6 people give their views that identify customers needs is also an
effective way to grab customers attention towards company and its offerings.
Theme 6: Quantum Technology used social media as a promotional tool.
Q6) Is Quantum Technology used social media as a promotional
tool?
Frequency
a) Yes 20
17
15
9
6
a) By providing unique
products
b) Focus on creating
customer connections
c) Identify what the
customer's needs are

b) No 10
Interpretation: From the above mentioned graph it can be evaluate that social media help in
promoting company products and services in market place with the aim of increasing
profitability level by creating awareness in customers mind. In this context, 20 people are agree
with this theme as they said that social media consider as a promotional tool by which company
make their brand image more popular. On the other side, 10 people are not favour with this
statement.
Theme 7: Time consuming is the main issue faced by Quantum Technology while using
social media in business activities.
Q7) What are the issues faced by Quantum Technology while using
social media in business activities?
Frequency
a) Time consuming 13
b) Money investment 12
c) Difficult to measure the results 5
18
20
10
a) Yes
b) No

Interpretation: While using social media, company face various issues which directly impact on
the overall performance level of the company and at the same time also reduce the chances of
inviting customers towards its offerings. In this context, 13 out of 30 people think that the main
issue at the time of using social media is that it take more time in responding customers queries.
This negatively impact on the customers mind and image as well. Along with this, 12
respondents said that less fund is also a major issue in-front of business organization as company
fail promoting their services on market place. On the other side, 5 people give their views that it
is difficult to measure the results associated by the social media. BY this company may reduce
their productivity level at market place.
Theme 8: By proper time management Quantum Technology overcome from issues
associated with social media.
Q8) How Quantum Technology overcome from issues associated
with social media?
Frequency
a) Proper time management 15
b) Skilled workforce 10
c) Understand the customers issue 5
19
13
12
5
a) Time consuming
b) Money investment
c) Difficult to measure the
results

Interpretation: It is important for business organization use effective ways to overcome all the
issues related with social media as it help in making the entire activities more effective. BY this
company improve their positive performance at market place. In this 15 people said that proper
time management is an effective way to implement social media and also overcome from its
issues. Along with this, 10 respondents think that skilled workforce help in effectively
implement the social media activities in order to reduce the chances of arising any kind of
obstacles. On the other side, 5 people give their views that by understanding customers issue is
also an effective way to overcome from the challenges towards the social media.
Theme 9: Main reason behind using of social media within Quantum Technology.
Q9) What are the main reason behind using of social media within
Quantum Technology?
Frequency
a) For inviting customers 10
b) For building positive relationship 10
c) Promoting company products 10
20
15
10
5
a) Proper time management
b) Skilled workforce
c) Understand the customers
issue

Interpretation: From the above mentioned graph it has been analysed that social media is
important for business organization because it help them in communicating with large number of
customers. By using this platform, company easily established their competitive brand image and
at the same time also capture larger market share from its rivals. In this context, 10 out of 30
people think that company use social media with he purpose of inviting customers towards its
offerings. It help them in increasing their profitability of the company at market place. Along
with this, 10 respondents think that for building positive relationship with customers, company
use social media which aid in making strong customer base that contribute in capturing larger
market share from its rivals. On the other hand, 10 people give their views that, the main reason
behind using social media is to promote company products and services. With the assistance of
this company may enhance their brand image at competitive market place.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion
With the help of above mentioned report, it can easily be summarised that social media
which is a part of digital technology may easily aid business organisation in raising or attracting
customers base in much effective and efficient manner. With the help of right social media tool
like Facebook, a business firm can easily gain many competitive advantages. Along with this,
company also use social media as a promotional tool through which they can create awareness in
21
10
10
10
a) For inviting customers
b) For building positive
relationship
c) Promoting company
products

market place and customers mind as well. By this company easily increase profitability level and
also capture larger market share from its rivals.
Recommendation
As per above discussed research it has been recommended that, Quantum Technology
needs to use effective social media tool such as Facebook so that they can easily deliver quality
services to its potential customers. Along with this, company needs to understand customers
needs and wants which may help them in reducing the chances of arising any kind of issues
associated with social media. Furthermore, firm should make their brand image by grabbing
customers attention towards its offerings. This will directly contribute in making brand image
more popular and also established their competitive image at market place.
CHAPTER 6: REFLECTION
This research is based on the impact of social media in enhancing customers base at
global level. For this, investigator use various research methods to gather relevant data and
information about the research topic in order to attain positive outcomes. As a researcher, I used
both primary and secondary method for collecting information. By using primary method, I
develop questionnaire which includes various questions that asked from different respondents to
gather valid information. On the other side, secondary method helped me in undertaking
literature review. All these are support me in attaining positive outcomes with in the research.
Furthermore, interview is also an alternative method for understanding respondents views and
opinion towards the research topic. It help in drawing a valid conclusion in the research.
22

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