The Implications of Digital Technologies on Austin Fraser

RESEARCH PROJECT

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
Overview of research..............................................................................................................3
Background of research..........................................................................................................3
Significance of research.........................................................................................................4
Research aim..........................................................................................................................4
Research Objectives...............................................................................................................5
Research questions.................................................................................................................6
CHAPTER 2: LITERATURE REVIEW ........................................................................................6
Identify the importance of social media within an organisation............................................6
Analyse effectiveness of social media in developing the productivity and performance......7
CHAPTER 3: RESEARCH METHODLOGY................................................................................8
Types of research....................................................................................................................8
Research design......................................................................................................................8
Research approach..................................................................................................................8
Data sampling.........................................................................................................................9
Ethical issues........................................................................................................................10
CHAPTER 4: DATA ANALYSIS................................................................................................11
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................19
Conclusion............................................................................................................................19
Recommendation..................................................................................................................19
Reflection.............................................................................................................................20
REFERENCES .............................................................................................................................21
APPENDIX....................................................................................................................................23

TITLE :
“The implications of digital technologies on Austin Fraser”.
CHAPTER 1: INTRODUCTION
Overview of research
Social media determine as one of the most effective term in advanced time so there are
large number of people are mainly concern on using social media which assist in increasing their
skills and abilities in proper manner (Garrigos-Simon and et. al., 2012). Along with this, social
media is effective in capturing wide location by giving accurate facts and figures regarding their
desired goods and services at large market place. The major primary elements are incorporated
with modern innovation that are web based social networking steps, websites, distribution
channels and profitableness application. Such things are seen as important components where
each association will make sure that they required to stamp the best quality on these stages which
has been developing more favourable to the corporation.
Background of research
In the current business period of time, it is necessary objectives of small company
required to expand their business operations in huge area as to attaining high success and growth.
The main motive of this research is to achieving their competitive position by gaining attention
of large number of customers towards company and they are offering effective products and
services. Austin Fraser is the small recruitment consultancy firm which specialised in covering
technology, digital automation, aviation and life science industry in international level. Along
with this, the major concentration of this firm is to satisfying their people needs and wants at
market area by offering them various types of recruitment facilities and services in proper
manner. In the current time period, they have some busy schedule and they have not accurate
time for conducting effective marketing so they are prefer to use online marketing that assist
them for developing effective transaction and also need to satisfying their requirements in huge
market place (Wang and Wei,2012). Social media is mainly implemented method and tool which
play an effective role in making publicity of organisational functions and activities at market
area. In current period of time, people are living very busy schedule and they have accurate time
for conducting effective marketing so they are mostly select online marketing that assist them in
developing appropriate transaction and also this will help in fulfilling all main needs and

requirements of their customers (Aral, Dellarocas and Godes, 2013). As per the Austin Fraser
Recruitment Company, they are providing best suitable job to the people and they are
maintaining strong relation with the individuals for doing effective work, know the best way to
solve problem and getting right opportunities.
Significance of research
The investigation is based on examining and analysing the measure of social media
methods and their impact of promoting company efforts. In current period of time, business
organisation are mainly concern with increasing their sales and performance with the help of
executing different innovation methods and strategies (Michaelidou, Siamagka and
Christodoulides, 2011). The main important reason which direct towards analysing and
examining the venture for updating the data and information of student in the zone of online
networking and their impactful aptitudes and facts for a person in existing day to promote in
different condition. Corporation mainly centred with modern online networking in better manner.
The innovation are extra features which are tremendous part in current community as expanding
number of person which are totally depend on versatile application and technology that
satisfying all major needs and wants of desired people. With the assistance of this, research
project can increasing learner skills and knowledge for doing work in same place and it will
provide major advantages for enhancing success or growth at large market place (Lin and Lu,
2011O').
Research aim
The investigation should be characterized that has been achieving with the help of this
research. Along with this, it can be defined for providing effective system which aim is to
examining accurate targets and goals. The main aim is to lead towards conducting investigation
which has been overcoming with solving major issues and problems that required to be explain
in the consideration factor (Keeffe and Clarke-Pearson, 2011). It is necessary element of
researcher which main so it is specialised in considering the major topic of investigation that are
infinitely starting point in the examination. The aim of this project is “To determine the
implications of digital technologies on SME’s”

Research Objectives
The research objectives are giving shape which help in developing investigation in better
manner. It is useful in expressing the extension for specific research and at the end of
accommodating in collecting the accurate data for doing research to developing structure in right
manner.
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 To identify the importance of social media within an organisation.
 To analyse effectiveness of social media in developing the productivity and performance
of an organisation.
 To assess different types of social media tools that are being utilised by Austin Fraser to
gain high competitive advantage.
Research questions
Research questions are task by which organisation can get appropriate answer of specific
question (Laroche, Habibi and Richard, 2013). This will define the enquiry which make them
simpler to collect data and it is useful and at the end they are achieving desired goals and
objectives for specific examination in proper manner. This consist with determining the essential
factor of investigation which will play role in analysing and examining the assembling data along
with their alternatives of different authors and scholars. The exploration inquiries for such
research are as under:
 What are the importance of social media within an organisation?
 How to analyse effectiveness of social media in developing the productivity and
performance of an organisation?
CHAPTER 2: LITERATURE REVIEW
Identify the importance of social media within an organisation
Nowadays, having a social media appearance is not counted as a plus point of business
rather it is a requirement to take a business on hike. A few years ago, newspapers, TV, billboards
were sufficient for a business but now as the world is growing fast there is a need to put a
business on internet. As it seems that there is a huge platform is provided by the social media for
promote a business (Hays, Page and Buhalis, 2013). In fact, social media is just not a platform
but also a major tool of marketing and the companies who utilizes this platform are getting fifty
two percent increase in their sales (Chu and Kim, 2011). There are numerous social media
websites which are used to promoting sales like Facebook, Twitter, Pinterest, Tumblr,
Stumbleupon, Delicious, Reddit, imgur, Flickr, blogs, YouTube, etc. These all are playing a vital
role in raising the sales for a business and also providing techniques to gather the information of
the usefulness and marketing research. There is some specific importance of social media that
are described below-
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Personally Connect With Customers – An organization can directly connect with their
customers because social media gives them a free environment to make a personal relationship.
Getting in touch with a company directs customers towards a destinations where they can fulfil
their requirements and where the organization is interested in making an emotion based
relationship the customers would feel that they are the part of the exclusive hub of the business.
Quickly answer to the customer – Prospects can soon become a customer when they get
quick answers to their questions (Rodriguez, Peterson and Krishnan, 2012). An enterprise can
develop a strong trust among prospects by personal interaction on various social media websites.
Showcasing a brand – Within a strong media presence an organization can build
reputation and showcase its business in a positive approach through providing a good and
appealing content to the websites. Because as much as a content will increase the visitors it will
increase the showcasing of business.
Analyse effectiveness of social media in developing the productivity and performance
The increasing use of societal media also has an impact on fertilization of organization
because social media gives a quick a response about the increasing and decreasing interest of
customers. So it is easy to analyse their response towards a product and after considering these
factors the firm produce the material (Hanna, Rohm and Crittenden, 2011). As much as customer
query will be found on the websites it shows raising interest of customer in a particular kind of
product so as the firm can generate that goods which are most demanding by the people. Besides
recognizing their interests the firm is also able to display their fascinating products that can
allure the people and they would eagerly purchase products. For an instance, Austin Fraser can
display their portfolio to appeal the people who are looking for the recruitments and may be there
exquisite portfolio can drive the people to grab the opportunities. As it is a professional website
so only the people who are willing to find a job by hook or by crook can reach to its place. But
while putting it up online platform and promoting it on the social media websites there would be
more people who can know about the existence of firm. It is a digitalized world so whenever
people come across its advertisements on the social media they can reach to utilization of this
service (Pookulangara and Koesler, 2011). So, there is a good effect of using social media on an
organization.
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CHAPTER 3: RESEARCH METHODLOGY
Research methodology is determining as important part of investigation project that are
doing work in term of effective procedures which are implemented by researchers who are
collecting and gathering accurate facts or figures for developing appropriate business decisions.
Along with this, research methodology refers that manner where necessary information for
achieving towards desired goals and objectives (Trainor and et. al., 2014). This concepts and
approach is determined as scholar in this segmentation plans and strategies which main purpose
is to fulfilling all required goals and targets in proper manner.
Types of research
Qualitative research is an observation defining concepts and methods. They are based in
describing size, appearance, values etc. this refers to a provides insights in helping to develop
ideas with potential. The method is used for focusing on groups, individuals observations.
Technique is semi structured vary different data collection methods. In this Quantitative research
it will help in generating numerical data which transformed in statistics. The data is formulated
in facts and patterns and collected from online surveys, face to face or telephonic interviews.
Company is making systematic observation in quantify opinions, behaviours and by defined
variables.
Research design
The research design is that kind of investigation that can be described the entire pattern
that main motive is to conduct appropriate research project. It will consist with developing goals,
collecting, target and method of analysis. The research design can be divided into three types that
includes descriptive investigation, exploratory research and experimental research design. In
descriptive design, it is based on qualitative research in better way. In this project, descriptive
research has taken because it will help in collecting and gathering relevant data which are
accurate for developing specific project of research.
Research approach
It is mainly considered as various types of sources, methods and developing effective
knowledge. It is determined as analysing and recording specific data in proper manner. In
addition to this, it can be divided into various parts that includes interpretivism and positivism. In
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current, they are selecting interpretivism research due to this they are giving qualitative research
that are based on required quality of facts and figures.
Data sampling
Data and information can be testing as characterized to be research device that can used
by analysing and examining specific investigation. This will provide an assurance of facts and
figures which can gather and collect to be accomplishing in this exploration. The common
population can be attempted in testing that have some capacity to speak the whole population.
The major testing method is attempting in this research that provide break along with major
chance to each one of a person to be piece of testing. The main reason of being this concept is
that there are various inappropriate odds which can be incomplete and assist an investigator for
finish this research collecting data and information in better manner. The sample size of 30
respondents should be taken in this specific research report.
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Ethical issues
It is an effective part of research work that will assist the investigator for overcoming with
certain issues and barriers in systematic manner. While conducting research project, investigator
are facing different barriers and issues in proper way. Along with this, the moral ideas and
thoughts can be looking forward for determining the vital portion for understanding and
evaluating contemporary business situations. Also this is important for determine the morals so
they create and make accurate changes which lead towards exploration. The necessity of moral
thoughts and ideas should be updated at the time of exploration that includes communication
along with a person or business houses. The first thought and idea of this specialised ought to
have certain decent targets which has to be recognised related to exploration in proper manner. In
addition to this, it is very essential for ensure data that has been prepared by members for
investigate specific research. In this part, the classification should be kept along with major goals
and targets that should be identified with investigation have to be accommodated effectively.
GAP analysis – These are the basic analysis approaches that has been uses on the ground
of requirements. In a research procedure, these gap can be identify on the basis of availability of
resources for getting appropriate information. In a research procedure, it is required for analyst
to identify major requirements as well as effective availability of resources. In this, there are
various tools and methods which are giving accurate information for collecting specific topic. On
the basis of these analysis, a researcher can easily resolve issues and conflicts for the betterment
of target situations. The report of Gap analysis are basically uses by project manager and process
improvement team. In a research project, Gap analysis can be conducted on the basis of required
skills and existing ability in researcher. To fill this GAP, it is required to conduct a training
session and maximise inter personal skills of each individual. On the basis of these activities,
researcher can attain their target objectives and goals in effective manner. The benefit of Gap
analysis is that it can assist to compare what is required for the target objectives and what is
currently being done.

CHAPTER 4: DATA ANALYSIS
Theme 1: Advantages of social media channels to Austin Fraser
Q1. Does social media channels provide
advantages to Austin Fraser?
Findings
 Yes 20
 No 10
Findings – For a concern administration, it is needed to use social media channels to acquiring
high competitory benefit. Through this, Austin Fraser can easily build strong and positive
relation with their target customers to provide them quality and desirable services easily. In the
above graphical representation, out of 30 candidates, 20 individual thinks that its helps to provide
several advantages. These are the most effective promotional tool that firm can use in their
business activities.
Theme 2: Advantages of social media method in business operations
Q2. What are the advantages of social media
method in business operations?
Findings
 Increasing traffic 6
 Enhancing sales and profitability 12
 Increasing brand awareness 4
 Promotion of products 8
11
Yes No
0
5
10
15
20
20
10
Column C

Findings – Social media is a most effective and impactful procedure that helps to provide
desirable growth and income in an organisation. Austin Fraser can easily maximise number of
services users through this method by promotion their organisational services in effective
manner. These channels helps to maximise organisational growth and income. Social media is a
promotional tool that help to spread awareness in target market for specific products and
services.
Theme 3: Effectiveness of social media in attracting large number of customers
Q3. Can social media channels help in
attracting large number of customers towards
company services and goods?
Findings
 Agree 25
 Disagree 5
12
Increasing traffic
Enhancing sales and profitability
Increasing brand awareness
Promotion of products
0
2
4
6
8
10
12
6
12
4
8
Column C

Findings – Social media channels are basically uses as a promotional tool that helps to attracting
a large number of customers towards organisational services. For Austin Fraser, it is required to
use these kind of techniques to promote their business activities in effective manner in front of
target customers and in market. Main objective of these activities is to build positive relation
with services users and customers.
Theme 4: Effective social media methods
Q4.What are the effective social media
methods that are used by firm for increasing
income and profitability?
Findings
 Facebook 6
 Twitter 3
 Online portal 14
 Buffer 7
13
Agree Disagree
0
5
10
15
20
25
25
5
Column C

Findings – For a enterprise administration, it is required to use various promotional tools and
techniques to build direct connection with target customers and users. Through this they can
easily introduce their new strategies and services that they wants to provide to users. For this,
they require to create online portal that provide appropriate information to customers about
organisation and its services. These activities used to maximise incomes and profitability of firm.
Theme 5: Competitive advantages at large market area
Q5. Do you think social media channels assist
in gaining competitive advantages at large
market area?
Findings
 Agree 25
 Disagree 5
14
Facebook Twitter Online portal Buffer
0
2
4
6
8
10
12
14
6
3
14
7
Column C
Agree Disagree
0
5
10
15
20
25
25
5
Column C

Findings – Main objectives for using different promotional tools as advertising, social media and
internet marketing is to getting competitive advantages easily from target market. These
activities are very helpful to create a specific image of an organisation in target market. Social
media channels assist to gaining competitive advantages by increasing traffic toward their
services. Through this Austin Fraser can easily maximise their customers range and profitability
as well.
Theme 6: Social methods and tools are used for increasing market share and profitability
Q6. Are social methods and tools are used for
increasing market share and profitability
ration?
Findings
 Yes 21
 No 9
Findings – Austin Fraser requires to use different marketing and promotional tools that
maximise sales and profitability of organisation in effective manner. In this process, social media
tools provide higher benefits to firm by introducing their new and effective services in front of
target customers. These activities assist to maximising customer's ratio for firm and increase
profitability as well. Now a days, each and every individual get connected with social platforms
to analyse proper information of different services and organisations as well.
15
Yes No
0
5
10
15
20
25 21
9 Column C

Theme 7: Social media uses in promoting products and services
Q7. Is social media assist in promoting
products and services of firm at huge market
area?
Findings
 Agree 22
 Disagree 8
Findings – Main objective behind uses of social media channels of an organisation is to
promoting products and services of firm at huge market area. Currently, each and every
individual uses different social media channels to promoting their services effectively in target
market. Through this they can easily build direct connection with their users for introducing new
services easily to them. Austin Fraser can easily uses these channels as a promotional tool of
firm.
Theme 8: Issues and barriers while adopting social media
Q8. Can company face any issues and
barriers while adopting social media
channels?
Findings
 Yes 20
16
Agree Disagree
0
5
10
15
20
25 22
8 Column C

 No 10
Findings – For Austin Fraser, it is required to make impactful strategies and plans to reduce
negative effect of any factor. For an organisation, it is require to use different promotional tools
that aid to provide appropriate information in target market or in front of audience. In this social
media is one of the most effective tool that assist to connect with customers easily.
Implementation of this process can determine issue and barriers due to inappropriate knowledge
and skills of employees.
Theme 9: Suitable and effective marketing approach
Q9 In current era, which marketing approach
is best suitable for organisation?
Findings
 Traditional 8
 Modern 22
17
Yes No
0
5
10
15
20
20
10
Column C

Findings - Austin Fraser is a consultancy organisation and for them it is required to get
connected with new and advance technology to provide quality services to users. In this
procedure, firm needs to make appropriate changes while adopting advance technology in their
business process. For them modern technology will be more beneficial rather than traditional as
per the above graphical representation.
Theme 10: Major factors by which company can maximising their productivity
Q10. What are the major factors by which
company can maximising their productivity
ratios?
Findings
 Positive management 8
 Effective business environment 16
 Motivating towards communication 6
18
Traditional Modern
0
5
10
15
20
25
8
22
Column C

Findings – For a business administration, it is required to utilise several techniques in their
enterprise process. Through this they can easily getting higher competitive advantages and
desirable benefits. Effective business environment is one of the beneficial tool of firm that used
to motivate employees and maximise their productivity easily.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion
This can be analysed that small company are using various effective digital technology
which main motive is to increasing their whole market share and also allow the firm is to grow
their business operations and its functions within the large market area. Along with this, this can
be attested from the past described enquiries regarding accurate venture and also gathering
effective information that will help in completing specific task or work in development. It is not
only providing firm more benefits in capital which are associated with evaluating major deals
and they assist in doing various activities and functions which aid in achieving desired goals and
targets of an organisation. In fact, the computerized strategies and policies always help in
changing and fluctuating in regular basis with the help of such practices in desired manner. It can
be observed that modern technology and methods strategies are more powerful and impactful in
the current time period so they will easily promoting their innovative goods and services through
major techniques. Therefore, it is essential that accurate social media marketing methods are
used by company manager for gaining attention of large number of customers in all over the
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Positive management
Effective business environment
Motivating towards communication
0
2
4
6
8
10
12
14
16
18
8
16
6 Column C

world, especially for small company which can used effective tools and techniques of digital
technology to expand the business operations and its functions at large market place.
Recommendation
It is recommended that digital technology can be used by company which help them in
doing effectual merchandising and encourage their advanced goods and services among their
customers and also gain large amount of income and revenue in better manner. There are various
factors which can directly or indirectly impact on company for increasing their profitability and
productivity ration such as sound management system, appropriate environment of working,
proactive workers or staff members of an organisation, motivating towards interactions for the
employees which help them ineffectively flow of accurate information from one person to
another within an enterprise. The utilisation of social media can be helpful in enhancing the
market share and gain profitability in each manner so company should need to promote their
services at large market place.
Reflection
Research is effective part which assist in gathering relevant data and information in better
manner. It also delvers the supports to investigator while conducting research functions and
activities for gaining accurate conclusion. The secondary method is more appropriately used for
conducting the literature part which includes various authors views and opinions effectively. On
the other hand, primary method define the survey which is designing questionnaire in order to
gain accurate facts and figures. Questionnaire is effective tool which aid in assembling and
gathering the data through developing appropriate questionnaire from different respondents.
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REFERENCES
Books and Journals
21

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APPENDIX
QUESTIONNARIE
Name...............................................................................................................................................
Gender............................................................................................................................................
Age..................................................................................................................................................
Q1. Does social media channels provide advantages to Austin Fraser? Yes No
Q2. What are the advantages of social media method in business operations? Increasing traffic Enhancing sales and profitability Increasing brand awareness Promotion of products
Q3. Can social media channels help in attracting large number of customers towards company
services and goods? Agree Disagree
Q4.What are the effective social media methods that are used by firm for increasing income
and profitability? Facebook Twitter Online portal Buffer
Q5. Do you think social media channels assist in gaining competitive advantages at large
market area? Agree Disagree
Q6. Are social methods and tools are used for increasing market share and profitability
ration? Yes No
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