Social Media in Modern Business World - A Review

RESEARCH PROJECT CHAPTER 1 – INTRODUCTION 3 1.1 Overview of the Research 3 1.2 Background of the Research 3 1.3 Rational of the Study 4 1.4 Significance of the Research 5 1.5 Research Aim 5 1.6 Research Objectives5 1.7 Research Questions 5 1.8 Time Scale6 CHAPTER 2 -LITERATURE REVIEW 6 2.1 Introduction 6 2.2 Concept of social media in modern business world 7 2.3 Importance of building strong relationship with customers at global level 8 2.4 Identify the impact of social media in improving customer base 9

RESEARCH PROJECT

Table of Contents
CHAPTER 1 – INTRODUCTION..................................................................................................3
1.1 Overview of the Research.....................................................................................................3
1.2 Background of the Research.................................................................................................3
1.3 Rational of the Study.............................................................................................................4
1.4 Significance of the Research.................................................................................................5
1.5 Research Aim........................................................................................................................5
1.6 Research Objectives..............................................................................................................5
1.7 Research Questions...............................................................................................................5
1.8 Time Scale.............................................................................................................................6
CHAPTER 2 -LITERATURE REVIEW.........................................................................................6
2.1 Introduction...........................................................................................................................6
2.2 Concept of social media in modern business world..............................................................7
2.3 Importance of building strong relationship with customers at global level..........................8
2.4 Identify the impact of social media in improving customer base........................................9
CHAPTER 3 – RESEARCH METHODOLOGY...........................................................................9
3.1 Introduction...........................................................................................................................9
3.2 Types of investigation.........................................................................................................10
3.3 Research philosophies.........................................................................................................10
3.5 Research approaches...........................................................................................................10
3.6 Sampling.............................................................................................................................10
CHAPTER 4 – DATA ANALYSIS..............................................................................................10
Thematic analysis......................................................................................................................12
Data analysis.............................................................................................................................14
CHAPTER 5 – CONCLUSION AND RECOMMENDATION...................................................24
5.1 Introduction.........................................................................................................................24
5.2 Recommendation.................................................................................................................24
5.3 Conclusion...........................................................................................................................25
REFERENCES..............................................................................................................................26

TOPIC
“The impact of digital technology on business activity of SME’s “
CHAPTER 1 – INTRODUCTION
1.1 Overview of the Research
Digital technology can be defined as a branch of science which is enclosed with all types
of electronic tools and applications which is kept in numerical code form. As time is changing,
digital technology started playing a crucial role in human's life by providing them gadgets that
improves upon efficiency and convenience. In today's world, many organisations have adopted
digital technology at a priority level and implemented it in every single department because it
has helped them in running business with improved efficiency and effectiveness. In past few
years, it has been found that companies that have made themselves digitalised are able to avail
improved profit margins and productivity level as well (Bengtsson and Johansson, 2014). Firms
that are still using traditional ways of building relationships with customers are becoming less
capable of enhancing their customer base. On the other hand, there are many digital technology
tools like cloud technology, social media, Internet, Artificial intelligence and many more which
builds effective relationship between customers and business of a company. From which
investigator in present research report have used social media to understand its concept while
building stronger relationships with customers.
Apart from this, small firm which has been chosen under this report i.e. Crafted Agency
which was found in the year of 2005 and is delivering entire marketing services to its clients. In
recent years, there is a decline was seen in profit margins because of no direct communication of
business with its customers. Thus, taking in use of social media can be helpful for this company
and build up relations with targeted consumers.
1.2 Background of the Research
Updates in technology has changed the ways of thinking of humans. Adopting digital
technology in business world may aid companies in developing or growing in much effective
ways. In past decades, organisations did not use to make efforts in order to build their
relationship with customers. They used to believe that a consumer will reach to them whenever
there will be a need (Berends and et. al., 2014). Somehow this, statement was right because
business people did not had much option to connect with its customers or improving their

relations with them. There was only one way of communicating which was when a consumer
reaches to their outlet or store. Today, things have changed and digital technology has given
opportunity to business organisations to communicate with its customers directly. With the help
of social media, a company can easily provide details of products and services which has been
offered by them. This can be considered as a good example of direct communication of
organisation with its customers. Feedbacks, online chatting and resolving queries over social
media page of firm can easily help in building up a strong relationship with users.
Here, issues which was faced by Crafted was that there customer base was not getting
stronger because of lack of direct communication with users at the time they faced issues. But,
being as a marketing firm, it is required for this company to understand the concept of social
media because it may easily raise number of chances of improving relations with its users. With
the help of social media tools like Facebook, Instagram, LinkedIn and many more, Crafted can
easily go to a whole new level and improve their customer base. On the other hand, it has also
been found most of people in modern world stays active on social media as this is one of new
way of staying connected with others. Thus, using social media in order to build up relations
with consumers may aid them in building reputation at international market.
1.3 Rational of the Study
Major aim of investigation of present project is to ascertain the impact of social media in
building effectively relationship with customers at global level. As today many business firms
are still using traditional approaches to build relationship with its customers. But at international
level, it is impossible for a company to reach to every single customer and resolve their issues
which has been faced by them after using its products. Thus, social media is a platform where
most of people stays active with an aim to build relations with others. This can be taken as an
opportunity for companies to build up their relations with customers. Rise in competition has
brought up risks as well for business firms who are dealing in the same sector. As organisations
are required more to manage their market shares with better and effective diligences than
competitors. There are ample number of marketing companies present in all over United
Kingdom that are offering good services to their customers (Dutta and Bose, 2015). Therefore, it
might not take much time when a consumer switch from one company's products or services to
another.

This scenario may impact over productivity and profitability of Crafted and it is much
important for them to build up strong relationship with its customers. Here, resolving small
issues over internet, paying back the money, asking for any problem which has been faced by
users are some of major factors through which Crafted can easily build up right relationship with
its customers.
1.4 Significance of the Research
Main objective of choosing mention topic by project makers is to evaluate how social
media helps a firm in making connection and developing relations with customers. But, as
change in course which made alterations in all over the areas of a business world. At global
level, for companies it has became really very vital to take in use of different social media like
Facebook, LinkedIn, Instagram, etc., to stay connected with its customers. Here, an issue which
was faced by Crafted was that their customer base was not improving. Reason being, they were
using traditional approach only to stay connected with them. This impacted negatively on profit
margins and other ratios. Thus, it is much required for the company to adopt right social media
tools in order to develop strong relationships with consumers.
1.5 Research Aim
A research without an aim cannot be completed. Thus, it is important for investigator to
set a proper aim. In present research, “To determine the influence of Social Media while
building stronger relationship with customers at global level” A case study on Crafted. as an
aim has been made by researcher.
1.6 Research Objectives
In present context, some of questions are prepared on set aim and these are given below:
 To understand the concept of social media in modern era
 To determine the importance of building strong relationship with customers at global
level
 To identify the impact of social media in improving customer base
1.7 Research Questions
1. What is the concept of social media in modern business world?
2. What is the importance of building strong relationship with customers at global level?
3. How social media impacts on improving customer base?

1.8 Time Scale
CHAPTER 2 -LITERATURE REVIEW
2.1 Introduction
The literature review part consists of printed information in a specific subject area. Its a
summary of sources. It is in-depth evaluation of the research was previously conducted and
summary of specific area of research which allows readers to gain more knowledge in

specific area of concern. Following is given literature review of research objectives which
is stated as under -
2.2 Concept of social media in modern era
Social media consists of websites and application that has grown rapidly over the last few
years which provides a user with platform to create and share their content. It is considered as an
important tool for a company by which employers can develop connection with large number of
customers living at distant place more easily (Godey, B., and et. al., 2016). Today, people use
social media much for purchasing products or services of enterprises in order to satisfy their
desires. Many firms have used social media networks for marketing and promotion of goods in
order to reach broad and diverse population all around the globe. Firms which use digital
technology in business operations, have easily developed social media competence due to its
greater experience of leveraging digital transformation to acquire and provide the appropriate
information. According to SMITH. K. (2017) 71% of consumers can easily recommend a brand
to others as they have a positive experience of using social media tools.
Creating and developing a website has become most crucial for any corporate association
as it helps to expand market reach of the company in a certain time period. It is overviewed that
firms which are not having active social media accounts miss out the marketing opportunities as
well as unable to get better opportunities in the form of maintaining customer relationships. One
of the main advantage of social media sites is it enable business to interact with its target
audiences in a more convenient and cost friendly manner. It helps company to recognise
customers' needs and demands as well as formulating marketing strategies as well as address
their needs.
Along with this, social media facilitate method of providing and receiving feedbacks, for
example – if customers have problems with the business offerings, they can let the firm know in
right time frame. Social media sites provide an accessible way to consumers as to express what
they feel and provide companies a chance to response and address queries of target audience. By
having these platforms, Crafter Agency can view complaints of customers and assure them that
their problems will be dealt effectively. With the viewpoint of Pinto, (2015) social media
platforms such as LinkedIn and Twitter build up interest among followers who are more
responsive to them than a traditional marketing approach. Most of the corporate entities use
social media marketing in order to promote and advertise their new products without making

people feel like they get overwhelmed by marketing campaigns. Advertisements are strategically
placed within informative posts, it is the effective way for marketing business of a company. So
that social media helps to create awareness about business among a large extent of customers.
2.3 Importance of building strong relationship with customers at global level
Customer relations has become such an important paradigm in modern business because
they are the most valuable assets of a company. Retention of people with products of an
organisation helps in enhancing growth of business. Therefore, developing good relations with
them, is most essential function of a company. According to Bruhn, Schoenmueller and Schäfer,
(2012) customers are the lifeblood for any business association thus to build an efficient rapport
with them is essential to attain market growth and success. A solid relationship with customers
ensure that business will continue to develop or flourish in target market irrespective of market
fluctuations. In order to manage the situation, it is essential for Crafted Agency to provide
necessary information to buyers via events, emails, social media sites etc. this help to keep
people connected with company. Therefore, managing strong relationship with customers aids a
company to determine their needs or demands in the best possible manner and fulfilling the
same will be helpful to a firm to gain high competitive edge in a certain time period. Eckerson,
(2010) revealed that happy customers are more likely to be loyal towards a specific brand and
refers it to other people. This kind of marketing highly effect on sales revenues and profitability
of a business association.
The prime motive of well managed customers' relations turns out to generate loyal buyers
who help out a firm in bad times (Ngai, Tao and Moon, 2015). In Crafted Agency, customer
relations manager distinguish loyalty from satisfaction, noting that customer can be satisfied but
have not specific loyalty. The main goal of customers' relationship management is to increase
client base and retain the existing number of customers' for long run. From a cultural perspective,
ability to build customer relationships and retain those relationships is directly tied to employee
relationships and retention. The retention of customers is a lagging indicator of several efforts,
but certainly if your employees aren’t engaged they won’t engage the customer.
Furthermore, in order to build strong and positive customer relation most of the firms are
utilising communication channels and system which reward long term loyalty. Small business
are focusing on providing feedbacks forms, asking their needs and issues. In addition to this,
companies employ different range of tactics to directly build customer loyalty through

promotions i.e. creating a point system that offers rewards once a customer accumulates a certain
number of points.
Customer relations also helps to improve word of mouth publicity of business of a
company. People are likely to recommend a product or service to their friends and family if they
are getting high quality service experience. Word of mouth promotion has proven to be an
efficient avenue to create hype and promote a trend between target audiences (Ghobakhlo and et.
al., 2012). Therefore, it can be said that efficient relationship with clients can play a significant
role in terms of collecting insightful, reliable and timely feedback from them and ultimately
resulting in attaining higher revenue for the business.
2.4 Identify the impact of social media in improving customer base
In this modern era, rapid innovations in communication channels aid companies to reach
large group of customers and increases its market share in a short-period of interval. Social
media is considered as one of the imperative marketing tool which is acquired for promoting a
brands continuously in emerging markets. The undertaking of social media marketing tools
people aware about the products and services of the company (Goodrich and De Mooij, 2014).
Nowadays, businesses are increasingly opting for social media channels for purpose of
discovering innovative products and to facilitate customer engagement at a global level.
Social media tools of marketing not only strengthen the existing firm to customer firm
relationships, but also develop new differences on conventional options, increasing the ability of
firms to interact in firm- customer dialogue which strengthen their communication. There are
changes in the ease of contact, speed, and nature of these connections. Social media transfer
content to a more diverse group of individuals as compared to mass media (Hajli, 2014). They
develop a ―small-world network where the content can be easily distributed among large group
of people, as network is formulated through voluntary connection and requires fewer steps for
sharing information.
CHAPTER 3 – RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is defined as a way to systemically solve the research problem. It
is an important technique which use for identifying, analysing and processing information about
a certain topic.

3.2 Types of investigation
There are mainly two types of investigation, such as – qualitative and quantitative
research. In which qualitative Research is also termed as primarily exploratory research. It is
used in order to gain knowledge about the opinions, and motivational factors. Whereas
quantitative research is mainly used to enumerate the problem by way of creating numerical data
transformed into usable statistics (Hutter and et. al., 2013). for competition of this project, there
has been use of qualitative research as it results in solving problem or develop for potential
quantitative research.
3.3 Research philosophies
There are two types of research philosophies, which are known– positivism and
interpretivism. In which positivism research philosophy states that only “factual” knowledge can
be gained through observation (the senses), including measurement, is trustworthy. But for this
project, Interpretivism research philosophy is requires which is related with the philosophical
position of idealism, it is used to group together diverse approaches, which comprises of social
constructivism, and hermeneutics; approaches that reject the objectivist view which states resides
within the world independently of consciousness”
3.5 Research approaches
There are mainly two types of research approaches, such as – inductive and deductive
research approach. In which inductive approach is focused with generation of some new theories
which emerge from a relevant data. Therefore, it is associated with quantitative research. While
deductive research approach is a testing theory with begins with hypothesis so, it is relates with
quantitative methodology. Sometimes this is informally called a "top-down" approach (Kerzner
and Kerzner, 2017). For completion of this project, there has been acquired inductive research
approach.
3.6 Sampling
A sample is a group of people, objects, or items that are taken from a larger population
for measurement and concluding this investigation. For completion of this research, a sample
size of 70 respondents has been chosen who are local people of UK.
CHAPTER 4 – DATA ANALYSIS
QUESSTIONAIRE

Name
Age
Email
Q1. Do you think digital technology is crucial for small scale business?
A. Yes
B. No
Q2. What is the most important goal of organization’s digital transformation strategy?
A. To improve customers' experience
B. To optimize business operations and cost
C. To improve product innovation
Q3. Which Digital technology helps companies' to reach large group of customers'?
A. Social media sites
B. Emails
C. Pay per click advertisements
D. Text messages
Q4. Which social media technologies do you use ?
A. Microblogging (Twitter,etc)
B. Social networking site ( Facebook, Linkedin, etc.)
C. Social media sharing (Flickr, YouTube, SmugMug, etc.)
D. Wikis ( Wikipedia, etc.)
Q5. Does the social media helpful in achieving business objectives?
A. Yes
B. No
Q6. Where do you get know about the products and services of the company?
A. From existing customers
B. Internet or social media sites
C. Ads in newspaper and television
Q7. What are the most effective marketing strategies for small businesses?
A. Networking events
B. Internet marketing
C. Social media marketing

D. Advertisement Campaigns
Q8. What feature that is currently not available on social networking sites would you most
like to see?
A. Lack of detailed production innovation
B. Product prices
C. Customer' reviews
D. Transparency about production process
Q9. Give ratings to quality of services offered by Crafted Agency?
A. Excellent
B. Good
C. Average
Q10. Provide Recommendations!! if any by which company can improve its social media
strategy ?
Thematic analysis
Q1. Do you think digital technology is crucial for small
scale business?
Frequency
A. Yes 65
B. No 5
Q2. What is the most important goal of organization’s
digital transformation strategy?
Frequency
A. To improve customers' experience 30
B. To optimize business operations and cost 15
C. To improve product innovation 25
Q3. Which Digital technology helps companies' to reach
large group of customers'?
Frequency
A. Social media sites 30

B. Emails 12
C. Pay per click advertisements 20
D. Text messages 8
Q4. Which social media technologies do you use ? Frequency
A. Microblogging (Twitter,etc) 20
B. Social networking site ( Facebook, Linkedin, etc.) 25
C. Social media sharing (Flickr, YouTube, SmugMug, etc.) 15
D. Wikis ( Wikipedia, etc.) 10
Q5. Does the social media helpful in achieving business
objectives?
Frequency
A. Yes 55
B. No 15
Q6. Where do you get know about the products and services
of the company?
Frequency
A. From existing customers reviews 12
B. Internet or social media sites 40
C. Ads in newspaper and television 18
Q7. What are the most effective marketing strategies for
small businesses?
Frequency
A. Networking events 13
B. Internet marketing 22
C. Social media marketing 25
D. Advertisement Campaigns 10
Q8. What feature that is currently not available on social
networking sites would you most like to see?
Frequency

A. Lack of detailed product information 10
B. Product prices 20
C. Customer' reviews 10
D. Transparency about production process 30
Q9. Give ratings to quality of services offered by Crafted
Agency?
Frequency
A. Excellent 40
B. Good 25
C. Average 5
Q10. Provide Recommendations!! if any by which company
can improve its social media strategy ?
Data analysis
Theme 1: Digital technology is crucial for small scale business
Q1. Do you think digital technology is crucial for small
scale business
Frequency
A. Yes 65
B. No 5
A. Yes B. No
0
10
20
30
40
50
60
70 65
5
Column B

Interpretation: In present scenario, digital technology plays a critical role in growth and
success of every business organisation in respect of improving production time and improving
quality of their products and services. With the viewpoint of 65 respondents, it is analysed that
digital transformation act as growth enabler for small businesses by increasing their market
presence. Whereas, as per the review of 5 respondents digital technology does not to enable
market growth and success of every companies they also have to modify other functional areas
as well.
Theme 2: The main goal of digital implications is to improve customers' experience.
Q2. What is the most important goal of organization’s
digital transformation strategy?
Frequency
A. To improve customers' experience 30
B. To optimize business operations and cost 15
C. To improve product innovation 25
30
15
25
A. To improve customers'
experience
B. To optimize business
operations and cost
C. To improve product
innovation

Interpretation: Every business association implement digital technology with a specific
purpose as per their size and nature. According to this market survey, it is assessed that Crafted
agency is implementing digital tools and techniques in order to improve customer experience as
per opinion of 30 respondents. Whereas 25 respondents thinks that digital technology supports to
improve product innovation and remaining 15 thinks that the main goal of digital technology is
to optimise business operations and costs thus to functioning smoothly.
Theme 3: Social media sites aids Crafted technology to arrive wide range of clients.
Q3. Which Digital technology helps companies' to reach
large group of customers'?
Frequency
A. Social media sites 30
B. Emails 12
C. Pay per click advertisements 20
D. Text messages 8
A. Social media sites
B. Emails
C. Pay per click advertisements
D. Text messages
0
5
10
15
20
25
30
30
12
20
8
Column B

Interpretation: By using new and innovative technologies, SMEs are able to reach large
group of audiences in a certain time period. The above mentioned graphical presentation states
that social media sites, i.e. Facebook, Twitter, Youtube etc. helps a company to reach large group
of target audiences which can be identified; with the viewpoint of 30 respondents. Beside this, 20
participants thinks that pay per click advertisement is the best way to reach target audiences and
12 gives preference of emails. Remaining 8 are in favour that SMEs can also acquire text
messages for this purpose.
Theme 4: Social media sites and micro-blogging is heavily used by customers.
Q4. Which social media technologies do you use ? Frequency
A. Micro-blogging (Twitter,etc) 20
B. Social networking site ( Facebook, Linkedin, etc.) 25
C. Social media sharing (Flickr, YouTube, SmugMug, etc.) 15
D. Wikis ( Wikipedia, etc.) 10

Interpretation – According to this bar graph, it is overviewed that there are several social
media can adopted to customers as per their preferences and needs. With the viewpoint of 25
respondents, they use social networking sites (Facebook, Linkedin) whereas 20 are being
acquired Microblogging sites (Twitter). On the other hand, 15 respondents uses social media
sharing (Flickr, YouTube, SmugMug,) and remaining 10 uses Wikis (Wikipedia).
Theme 5:Role of social media helps in achievement of business objectives
Q5. Does the social media helpful in achieving business
objectives
Frequency
A. Yes 55
B. No 15
20
25
15
10
A. Microblogging (Twitter,etc)
B. Social networking site (
Facebook, Linkedin, etc.)
C. Social media sharing
(Flickr, YouTube, SmugMug,
etc.)
D. Wikis ( Wikipedia, etc.)

Interpretation: According to this survey, it is overviewed that goals of social media
marketing are linked with business aims and objectives. Most of the firm adopted social media
channels to improve their sales and profitability in a certain time period; 55 respondents are
wholly support the concept. Whereas 15 participants totally disagree with that statement; they
says that firms should make changes in other areas also.
Theme 6: Internet and social media sites is the best way to know about products and
services of any company.
Q6. Where do you get know about the products and services
of the company?
Frequency
A. From existing customers reviews 12
B. Internet or social media sites 40
C. Ads in newspaper and television 18
A. Yes B. No
0
10
20
30
40
50
60 55
15
Column B

Interpretation: According to this graphical presentation, it represents that most of the
people get know about products and services of the company through internet or social media
sites; with the viewpoint of 40 participants. On the other hand, 18 participants said that they get
know about the firm through ads in newspaper and television. And remaining 12 supports that
they prefer reviews of existing customers in order to know about products and services of a
company.
Theme 7: Efficient marketing strategies used by small businesses.
Q7. What are the most effective marketing strategies for
small businesses?
Frequency
A. Networking events 13
B. Internet marketing 22
A. From existing customers reviews
B. Internet or social media sites
C. Ads in newspaper and television
0
5
10
15
20
25
30
35
40
12
40
18
Column B

C. Social media marketing 25
D. Advertisement Campaigns 10
Interpretation – As per the bar graph, it is analysed that social media marketing is one of
the best strategy to promote or marketing a brand over large extent of customers; with the
opinion of 25 respondents. Whereas 22 people thinks that firm should use internet marketing.
And 13 people thinks that networking events is best marketing strategy and 10 refers that
advertisement campaigns are the way to reach large group of customers.
Theme 8: Transparency of production process is not available on social networking sites of
Crafted agency.
Q8. What feature that is currently not available on social
networking sites would you most like to see?
Frequency
A. Lack of detailed product information 10
13
22 25
10
A. Networking events
B. Internet marketing
C. Social media marketing
D. Advertisement
Campaigns

B. Product prices 20
C. Customer' reviews 10
D. Transparency about production process 30
Interpretation: As per the viewpoint of 30 customers it is analysed that Crafted Agency
should provide transparency about production process to customers whereas 20 people thinks
there is required to provided information about product prices on social media sites of the
company. And remaining 10 people wants information about customer reviews and 10 are about
detailed info regarding product and its uses.
Theme 9: Services of the company are Excellent
Q9. Give ratings to quality of services offered by Crafted
Agency?
Frequency
A. Excellent 40
B. Good 25
0
5
10
15
20
25
30
10
20
10
30
Column B

C. Average 5
Interpretation – The bar graph represent that 40 participants saying quality of Crafted
agency services are excellent in nature whereas 25 rated it good quality and 5 thinks that quality
of services are average in nature.
CHAPTER 5 – CONCLUSION AND RECOMMENDATION
5.1 Introduction
In this section, researcher discuss what has been done in report and provide necessary
suggestion to improve study area of concern in organisational context. Conclusion refers with
meaning of results beyond what they mean statistically, i.e. interpret the findings and indicate
what can be concluded from them. Apart from this, recommendations are an opportunity to
present the actions that future researchers should take as a result of project.
40
25
5
A. Excellent
B. Good
C. Average

5.2 Recommendation
After assessing the overall data or information gathered from respondents, it is
There are five main factors which helps in increasing customer engagement to a business
organisation, such as - vividness, interactivity, description of a product, entertainment and novel
content. An important step to take in the future would be to relate digital technology to financial
measures, which would improve decision making concerning the customer base. Companies like
– Crafted Agency should conduct a marketing research in order to determine needs and wants of
customers by organising social media campaigns thus to recognise market trends and customers'
needs in the best possible manner. Along with this, it is recommended to Crafted Agency to build
strong customer relationship there must be required to acquire an effective CRM strategy that
utilizes the best practices listed above to build brand loyalty and improve market reputation.
Businesses have the opportunity to use social media sites, i.e. Facebook as a way to provide
customers not only with great service, but a means of connecting and inspiring one another; by
using this they can easily get connected with large group customers in a certain time period.
5.3 Reflection
In investigation process, data is collected by various methods of primary and secondary
source. This research can be done for evaluating and understanding how digital technology assist
in getting the high benefits. While conducting research, I have use primary and secondary
method which have helped company in collecting required data and information. In this,
secondary method supported me in acquiring accurate information by using various sources
which aid me in writing literature reviews as per the view of different scholars. Along with this,
primary data is best appropriate for gathering relevant information which assist in getting valid
conclusion of specific statement. After that, on the basis of collected information, I have develop
questionnaire which involves 10 questions and respondents to answer as per their preferences.
5.4 Conclusion
From the above mentioned research project, it get concluded that digital technology plays
a critical role in growth and viability of every business association. This contributes to continue
improving production process. Social networking sites users of Facebook and Twitter have
become a personal, product and corporate branding hub in Slovenia nowadays in digital era.
Social networking sites are filled with potential users who are mainly young adults. They spend
more time in these networking sites due to heavy commercial contents, entertainment and social

gathering. This study would help the readers to understand the impact of social media channels
on influencing customers and retain them for long run. For this purpose, there has been made
certain objectives and to achieve them literature review has been done by undertaking viewpoint
of several authors.

REFERENCES
Books & journals
Bengtsson, M. and Johansson, M., 2014. Managing coopetition to create opportunities for small
firms. International small business journal. 32(4). pp.401-427.
Berends, H. and et. al., 2014. Product innovation processes in small firms: Combining
entrepreneurial effectuation and managerial causation. Journal of Product Innovation
Management. 31(3). pp.616-635.
Dutta, D. and Bose, I., 2015. Managing a big data project: the case of ramco cements limited.
International Journal of Production Economics. 165. pp.293-306.
Pinto, J. K., 2015. Project management: achieving competitive advantage. Prentice Hall.
Bruhn, M., Schoenmueller, V. and Schäfer, D.B., 2012. Are social media replacing traditional
media in terms of brand equity creation?. Management Research Review. 35(9). pp.770-
790.
Eckerson, W. W., 2010. Performance dashboards: measuring, monitoring, and managing your
business. John Wiley & Sons.
Ghobakhloo, M. and et. al., 2012. Strategies for successful information technology adoption in
small and medium-sized enterprises. Information. 3(1). pp.36-67.
Goodrich, K. and De Mooij, M., 2014. How ‘social’are social media? A cross-cultural
comparison of online and offline purchase decision influences. Journal of Marketing
Communications, 20(1-2), pp.103-116.pp.156-160.
Hutter and et. al., 2013. The impact of user interactions in social media on brand awareness and
purchase intention: the case of MINI on Facebook. Journal of Product & Brand
Management. 22(5/6), pp.342-351.
Kerzner, H. and Kerzner, H.R., 2017. Project management: a systems approach to planning,
scheduling, and controlling. John Wiley & Sons.
Larson, D. and Chang, V., 2016. A review and future direction of agile, business intelligence,
analytics and data science. International Journal of Information Management. 36(5).
pp.700-710.
Pookulangara, S. and Koesler, K., 2011. Cultural influence on consumers' usage of social
networks and its' impact on online purchase intentions. Journal of Retailing and
Consumer Services. 18(4). pp.348-354.
Hajli, M.N., 2014. A study of the impact of social media on consumers. International Journal of
Market Research, 56(3), pp.387-404.
Ngai, E.W., Tao, S.S. and Moon, K.K., 2015. Social media research: Theories, constructs, and
conceptual frameworks. International Journal of Information Management, 35(1),
pp.33-44.
Godey, B., and et. al., 2016. Social media marketing efforts of luxury brands: Influence on brand
equity and consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Forsgren, M. and Johanson, J., 2014. Managing networks in international business. Routledge.
Saeidi, S.P.,and et. al., 2015. How does corporate social responsibility contribute to firm
financial performance? The mediating role of competitive advantage, reputation, and
customer satisfaction. Journal of business research, 68(2), pp.341-350.
Kim, W.G., Lim, H. and Brymer, R.A., 2015. The effectiveness of managing social media on
hotel performance. International Journal of Hospitality Management, 44, pp.165-171.

Bocken, N.M., and et. al., 2014. A literature and practice review to develop sustainable business
model archetypes. Journal of cleaner production, 65, pp.42-56.
Online
The Importance of Social Media in Business, SMITH, K., 2017. [Online]. Available through:
<https://www.lyfemarketing.com/blog/importance-social-media-business/>

Annexure:
Research Proposal Form
Student Name: ______________________ Student ID:
______________________
Centre Name: _____________________
Tutor: ________________ Date:
___________________
Unit: ____________________
Proposed Title: ______________________________________________
Section One: Title, objective, responsibilities
Title : To determine the influence of Social Media while building
stronger relationship with customers at global level” A case study
on Crafted.
Section Two: Reasons for choosing this research project
Main objective of choosing mention topic by project makers is to evaluate
how social media helps a firm in making connection and developing
relations with customers. But, as change in course which made alterations
in all over the areas of a business world. At global level, for companies it
has became really very vital to take in use of different social media like
Facebook, LinkedIn, Instagram, etc., to stay connected with its customers.
Section Three: Literature sources searched
Use of key literature sources to support your research question,
objective or hypothesis:
Social media has grown exponentially over the last few years. It is
considered as an important tool for a company by which employers can
develop connection with large number of customers living at distant place
more easily (Godey, B., and et. al., 2016). Today, people use social media much
for purchasing products or services of enterprises in order to satisfy their
desires. Many organizations have used social media as channels for
marketing and promotion because of their potential to reach the broad and
diverse population across the globe. Firms which use digital technology in
business operations, can develop more easily the social media competence

due to its greater experience leveraging digital transformation to acquire
and provide the appropriate information. According to SMITH. K. (2017)
71% of consumers are more likely to recommend a brand to others if they
have a positive experience with it on social media.
Customer relations has become such an important paradigm in modern
business because they are the most valuable assets of a company.
Retention of people with products of an organisation helps in enhancing
growth of business. Therefore, developing good relations with them, is
most essential function of a company. According to Bruhn, Schoenmueller
and Schäfer, (2012) customers are the lifeblood for any business
association thus to build an efficient rapport with them is essential to
attain market growth and success.
Section Four: Activities and timescales
Various activities are there which can help in carrying
out the objectives of research:
Research development
Data collection
Evaluation of data
5 to 8 days
10 to 15 days
5 to 10 days
Milestone one: Less time availability
Target date (set by tutor): ____________________
Milestone two: Excess of data
Target date (set by tutor): ______________________
Section Five: Research approach and methodologies
There are two types of investigation, such as – qualitative and quantitative
research. It is used to gain an understanding of underlying reasons,
opinions, and motivations. Whereas quantitative research is used to
quantify the problem by way of generating numerical data or data that can
be transformed into usable statistics
There are two types of research philosophies, such as – positivism and
interpretivism. In which positivism research philosophy adheres to the
view that only “factual” knowledge gained through observation (the
senses), including measurement, is trustworthy.
There are two main types of research approaches, such as – inductive and

deductive research approach. In which inductive research approach is
focused with generation of some new theories which emerge from a
relevant data. Therefore, it is associated with quantitative research. While
deductive research approach is a testing theory with begins with
hypothesis so, it is relates with quantitative methodology.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be
submitted for another qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV
sampling)
Comments (Optional):
I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date
Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain

ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title: To determine the influence of Social Media while building stronger
relationship with customers at global level” A case study on Crafted.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summaryAnnexure:
Research Proposal Form
Student Name: ______________________ Student ID:
______________________
Centre Name: _____________________
Tutor: ________________ Date:
___________________
Unit: ____________________
Proposed Title: ______________________________________________
Section One: Title, objective, responsibilities
Title : To determine the influence of Social Media while building
stronger relationship with customers at global level” A case study
on Crafted.

Section Two: Reasons for choosing this research project
Main objective of choosing mention topic by project makers is to evaluate
how social media helps a firm in making connection and developing
relations with customers. But, as change in course which made alterations
in all over the areas of a business world. At global level, for companies it
has became really very vital to take in use of different social media like
Facebook, LinkedIn, Instagram, etc., to stay connected with its customers.
Section Three: Literature sources searched
Use of key literature sources to support your research question,
objective or hypothesis:
Social media has grown exponentially over the last few years. It is
considered as an important tool for a company by which employers can
develop connection with large number of customers living at distant place
more easily (Godey, B., and et. al., 2016). Today, people use social media much
for purchasing products or services of enterprises in order to satisfy their
desires. Many organizations have used social media as channels for
marketing and promotion because of their potential to reach the broad and
diverse population across the globe. Firms which use digital technology in
business operations, can develop more easily the social media competence
due to its greater experience leveraging digital transformation to acquire
and provide the appropriate information. According to SMITH. K. (2017)
71% of consumers are more likely to recommend a brand to others if they
have a positive experience with it on social media.
Customer relations has become such an important paradigm in modern
business because they are the most valuable assets of a company.
Retention of people with products of an organisation helps in enhancing
growth of business. Therefore, developing good relations with them, is
most essential function of a company. According to Bruhn, Schoenmueller
and Schäfer, (2012) customers are the lifeblood for any business
association thus to build an efficient rapport with them is essential to
attain market growth and success.
Section Four: Activities and timescales
Various activities are there which can help in carrying
out the objectives of research:
Research development
Data collection
Evaluation of data
5 to 8 days
10 to 15 days
5 to 10 days

Milestone one: Less time availability
Target date (set by tutor): ____________________
Milestone two: Excess of data
Target date (set by tutor): ______________________
Section Five: Research approach and methodologies
There are two types of investigation, such as – qualitative and quantitative
research. It is used to gain an understanding of underlying reasons,
opinions, and motivations. Whereas quantitative research is used to
quantify the problem by way of generating numerical data or data that can
be transformed into usable statistics
There are two types of research philosophies, such as – positivism and
interpretivism. In which positivism research philosophy adheres to the
view that only “factual” knowledge gained through observation (the
senses), including measurement, is trustworthy.
There are two main types of research approaches, such as – inductive and
deductive research approach. In which inductive research approach is
focused with generation of some new theories which emerge from a
relevant data. Therefore, it is associated with quantitative research. While
deductive research approach is a testing theory with begins with
hypothesis so, it is relates with quantitative methodology.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be
submitted for another qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV
sampling)
Comments (Optional):

I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date
Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title: To determine the influence of Social Media while building stronger
relationship with customers at global level” A case study on Crafted.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:

 Interviews ✔ Yes No
 Questionnaires ✔ Yes No
 Observations Yes No ✔
 Use of personal records Yes No ✔
 Data Analysis ✔ Yes No
 Action Research ✔ Yes No
 Focus Groups ✔Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults:
How will participants be recruited (identified an approached)?
Random sampling
Describe the processes you will use to inform participants about what you are doing:
Questionnaire
How will you obtain consent from participants? Will this be written? How will it be made
clear to participants that they may withdraw consent to participate at any time?
By filling questionnaire. Yes. By evaluating all terms and conditions to participants
so that that they may withdraw consent to participate at any time
Studies involving questionnaires: will participants be given the option of omitting
questions that do not wish to answer?
✔Yes No
If no please explain why below and ensure that you cover any ethical issues arising from
this
Studies involving observation: Confirm whether participants will be asked for their
informed consent to be observed.
✔Yes No
Will you debrief participants at the end of their participation (i.e give them a brief
explanation of the study)?
Yes No ✔
Will participants be given information about the findings of your study?(This could be a
brief summary of your findings in general)
✔Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data
Protection Act (1998)
✔Yes No
Who will have access to the data and personal information?

It will always be kept by me and management is such for which research is being done.
During the research:
Where will the data be stored?
Personal system of researcher.
Will mobile devices such as USB storage and laptops be used
Yes No✔
If Yes, please provide further details:
After the research:
Where will the data be stored?
In company software.
How long will the data and records be kept for and in what format?
6 years
Will data be kept for use by other researchers?
✔Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical
concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise
because of your research. Please consider/address all issues that may apply. Ethical
concerns may include, but are not limited to the following :
4. Informed consent.
5. Potentially vulnerable participants.
6. Sensitive topics
7. Risk to participants and /or researchers
8. Confidentiality/anonymity
9. Disclosures/ limits to confidentiality
10. Data storage and security, both during and after the research (including transfer,
sharing, encryption, protection).
11. Reporting
12. Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics
Policy:
Yes
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical
issues that may arise in the course of my research
Name: Date:
Please submit your completed form to the Cohort Leader and a copy to your
supervisor only

Please select all research methods that you plan to use as a part of your project:
 Interviews ✔ Yes No
 Questionnaires ✔ Yes No
 Observations Yes No ✔
 Use of personal records Yes No ✔
 Data Analysis ✔ Yes No
 Action Research ✔ Yes No
 Focus Groups ✔Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults:
How will participants be recruited (identified an approached)?
Random sampling
Describe the processes you will use to inform participants about what you are doing:
Questionnaire
How will you obtain consent from participants? Will this be written? How will it be made
clear to participants that they may withdraw consent to participate at any time?
By filling questionnaire. Yes. By evaluating all terms and conditions to participants
so that that they may withdraw consent to participate at any time
Studies involving questionnaires: will participants be given the option of omitting
questions that do not wish to answer?
✔Yes No
If no please explain why below and ensure that you cover any ethical issues arising from
this
Studies involving observation: Confirm whether participants will be asked for their
informed consent to be observed.
✔Yes No
Will you debrief participants at the end of their participation (i.e give them a brief
explanation of the study)?
Yes No ✔
Will participants be given information about the findings of your study?(This could be a
brief summary of your findings in general)
✔Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data
Protection Act (1998)
✔Yes No

Who will have access to the data and personal information?
It will always be kept by me and management is such for which research is being done.
During the research:
Where will the data be stored?
Personal system of researcher.
Will mobile devices such as USB storage and laptops be used
Yes No✔
If Yes, please provide further details:
After the research:
Where will the data be stored?
In company software.
How long will the data and records be kept for and in what format?
6 years
Will data be kept for use by other researchers?
✔Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical
concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise
because of your research. Please consider/address all issues that may apply. Ethical
concerns may include, but are not limited to the following :
13. Informed consent.
14. Potentially vulnerable participants.
15. Sensitive topics
16. Risk to participants and /or researchers
17. Confidentiality/anonymity
18. Disclosures/ limits to confidentiality
19. Data storage and security, both during and after the research (including transfer,
sharing, encryption, protection).
20. Reporting
21. Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics
Policy:
Yes
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical
issues that may arise in the course of my research
Name: Date:
Please submit your completed form to the Cohort Leader and a copy to your
supervisor only