The Impact of Digital Technology on Business Activities

Research Report

Title: The impact of digital technology on business activities
CHAPTER 1: INTRODUCTION
Digital technology has become the essence of an organization without which it will be
difficult to grow business. It contributes in making effective customer relationship by connecting
with huge number of people. Femina is an entity engaged in carrying business of media that
focuses on women's fashion. It was incorporated in 1965 by Muriel Box and was first feminist
British publishing company. It has been a successful company in delivering promises and
achieving objectives across the globe. The research report will exhibit elements such as
importance of existence of digital technology in an corporate along with its benefits to business.
Research aim
“To identify the impact of social media on Fashion media (Fashion industry): A case study of
Femina”.
Research rationale
The purpose of this research, as per the point of view of Femina is to improve their
operational activities in order to increase their profitability as well as brand image. Another main
reason behind this research is to analyse how many people is very well aware about this
company and their perception towards Femina. With relation to academic zone, this research will
aid learner as they can enhance their knowledge and understanding on a particular topic.
Academic as well as professional skills of the leader will be increased, in order to maximise their
overall development along with career growth. At last, from the point of view of scholar, this
research will aid them to increase their knowledge about the operational activities of Femina. As
a result, this research will help them while working within the same industry.
Research objective
 To evaluate the concept of Social media.
 To analyse the impact of social media on Femina Fashion Media.
 To identify the importance of social media on enhancing sales of Femina Fashion Media
by 10% in 3 Months.
Research questions
 What is the concept of Social media ?
 What are impacts of social media on a Femina Fashion Media?
 How social media will increase sales of Femina Fashion Media by 10% in 3 Months?
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Significance of research
The research about digital technology is important to analyse how it going to affect
business organization. The information and data gathered from research will give idea about
competitive advantages, profitability, satisfaction of customers and market standing of a
company. Strategies and plans will be made on this report which will help Femina achieving
desired results and become a leader.
CHAPTER 2: LITERATURE REVIEW
It an essential part of the whole research which includes review or critically analyse
information presented in an organised form. In other words, In-depth knowledge about the
subject matter can be ascertained in a summarised form.
Concept of social media
Social media is platform provided in a computer which is accessed with the help of
internet. It is used to connect with rest of the world by sharing information, ideas and perceptions
through virtual networks. It facilitates in faster communication electronically. In the words of
Ron Jones, “social media essentially is a category of online media where people are talking,
participating, sharing, networking and bookmarking online.” It is an easy way to interact with
and to know what's happening around the world. Software or web-application such as Facebook,
Twitter, Linkdin, Instragram etc.
Earlier, social media was originally developed for interaction with family and friends.
During that phase, business organizations saw great potential in social media platforms to earn
increased amount of profits, improve brand image, create good relationship with wider public
and many more. Further, an entity can expand its business online because majority of public is
active on famous social media or sites.
It offers business tools like Social CRM (customer relationship marketing) which
establishes valuable and good relationship with customers. Facebook page can be considered in
it, as it helps Femina to get customers' feedback which helps it understand and resolve their
queries. Also, it gives real time status about its position among its competitors, on the basis of
number of customers, sales, profits, brand value and many more.
Influence of social media on Femina Fashion Media
According to the view point of.....it has been analysed that social media changes the
behaviour of individual. Now a days social media become one of the popular tool which creates
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a link between customer and company. With the help of social media, it becomes easy for a
company to connect with their customers through social media. As a result social media helps in
improving the brand image, market share and overall profitability of the company. Along with
this, social media marketing tool helps in understanding the behaviour of online consumers. It is
one of the best way to attract target customer’s easily, build brand awareness and increase
customer's loyalty. Replacement of television, print media are now social media advertisement,
which becomes an important marketing campaign channel. For example: If Femina Fashion
Media involve its activities on social media platform, this will aid them in increasing their brand
recognition, brand loyalty and many more. If there is any urgent news company wants to share
with their customers can post it on their social media website, as lot of time or fund is invested
while publishing that news. One of the positive impact of social media is it provide fast
information to their customers. If accurate and well advertised facts and information are reached
to customers can increased the profitability and sales. Femina can gain competitive advantage
with the help of attractive marketing campaign through social media company can maintain their
sustainability at marketplace.
On the other hand company can sometimes face negative response from their customers.
If a company released any statement on their website, will circulates within seconds. If company
post something on social media by mistake, will not be easily rectify. It can negatively affect the
reputation of the company which reduces the total number of their consumers. Another factor is
it the perception of every person that social media is free or low cost tool. But it requires a lot of
time while implementing social media activities. Femina adopt social media as a tool for their
marketing strategy, but it requires a lot of time and understanding while implementing it.
Sometimes company might accidentally post some confidential information regarding their
clients. As a result, it will negatively affect the brand image of company and might reduce its
customers and profit share at the marketplace.
Social media impression on sales of Femina Fashion Media
Social media gives a new way and innovative way to a business to grow. There are
popular companies who have gained from shifting their commercial transactions online. This
boost sales and profits which make organizations feel the importance of this media. Femina has
used this to analyse their target customers to know their demands to fulfil them. According to
digital report, the total number of internet users across the globe is 4.021 billion out of which
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