The Impact of Digital Technology on Business Activity

This research paper explores the profound impact of digital technology on business activity. It examines how digital tools and platforms have transformed various aspects of business operations, from marketing and sales to customer service and internal processes. The study delves into the benefits and challenges of digital transformation, focusing on the role of e-commerce, social media, and data analytics in driving business success. It also investigates the impact of digital technology on small and medium-sized enterprises (SMEs) and the importance of engaging stakeholders in the digital age. The research utilizes a qualitative approach, drawing insights from literature review, interviews, and case studies to provide a comprehensive understanding of the evolving landscape of business in the digital era.

THE IMPACT OF DIGITAL TECHNOLOGY ON
BUSINESS ACTIVITY
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Table of Contents
CHAPTER 1: INTRODUCTION..............................................................................................3
CHAPTER 2: LITERATURE REVIEW...................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY....................................................................10
REFERENCES.........................................................................................................................13
Appendix:.................................................................................................................................14

CHAPTER 1: INTRODUCTION
1.1 INTRODUCTION:
Digital Technology has grabbed the whole world in its hand with the progress of time. Social
media extends a platform for the self-advertising of a company or an individual. Besides this
speedy operation in the process of business is determined by the gift of digital technology.
The customers can get closer to the business organization by using the digital technology.
They can use internet for better communication. Digital technology has been successfully
able to decrease the manual stress and efforts as well as minimize the production cost
(Oldham and Da Silva, 2015). A proper communication can be built up between them and
the authority through digital technology and they can be aware of their duties well. The work
culture is positively encouraged by the use of digital technology in a business. In calculating
the data and protecting the data of a business organization securely have been much easier
with the help of digital technology. The company gets the customers’ feedback instantly. It
helps them to evaluate their standard of products and services.
1.2 BACKGROUND OF THE STUDY:
The companies use digital technology in promoting their products. The companies have their
websites where they give the advertisement of the products and all the information about the
organization are available there. In the social media like Facebook Twitter, the people discuss
the companies and their opinion as the consumers are found adequately. It helps the company
in analyzing their popularity and evaluate their strength. The social networking sites are the
vital factors influencing the mass decision in choosing their commodities. The digital
technology has been enhanced by the growth of social media. Global promotion is the most
vital feature of the use of digital technology. The selection of the topic is very relevant. The
new innovations and ideas also necessarily need to add beside conducting this research
(Hanelt et al., 2015). Going to the markets and observing the products is time taking. People
can easily see the newly launched products and know its features, price on the internet before
making the decision of purchasing it. The company can protect all its data and information in
secured files by using digital technology. It also is a time-saving factor. Instead of finding it
manually the employees can get it quickly and he can find out the information or data which
is specifically needed.

1.3 RATIONALE OF THE STUDY:
Most of the people in the world are dependent upon online marketing. The virtual remarks
and online product reviews are very important in generating the popularity of the company
and it is needed for their rectification as well. This research has a convincing purpose as
almost the whole world is inclined to digital technology. The business sector where many
people are involved in advertisements need to be exhibited to them. The people can find all
the information about the products which are being launched newly. If they did not find it, it
may cause their confusion. Due to lack of knowledge, they may have made a wrong choice.
A company can show their excellence in such a competitive market by furnishing their
attractive websites.
1.4 RESEARCH AIM OF THE STUDY:
To point out the concept of digital technology over different business activities is the main
aim of this study. Conducting different processes of business can get advantages with the
help of digital technology. For this we need to identify different frameworks, implementation,
and application of digital technology. Different digital technologies used in business purpose
should be identified. The tools which are generally used in business purposes are Database
Management System, Social Media, Cloud computing, and big data. These tools help the
business organizations in conducting storage of the data, in analyzing the choice, trend and
pattern of the customers. To grab a good number of customers the employees need to
communicate them and it can be possible by using digital technology. Social media, Digital
technology in business is also helpful in deriving introducing new ideas and innovations. By
using the innovative tools the employees can become more systematic and efficient. The risk
factors can be identified to avoid the loss. Global promotion of the products can be
accomplished almost without any cost by use of digital technology.
1.5 OBJECTIVES OF THE STUDY
 To identify the concept of the digital technology.
 To determine the challenges that can arrive in implementation time.
 To detect the impact of digital technology on the SME’s and another business unit.
 To identify the future scope of the digital technology.
1.6 RESEARCH QUESTIONS:

 What is the concept of the digital technology?
 How can digital technology be implemented in the business unit?
 How e-commerce drives the business in development.
 What is the future scope of the digital technology?

CHAPTER 2: LITERATURE REVIEW
INTRODUCTION
Today in this modern world everybody loves to enjoy more comforts and shortcuts to execute
their works. Today the world has been raised to a level of huge assistance of modern
scientific progressions and development. The use of new digital and web technologies are the
new arrivals and they are in high demands. This technology has been the high assisting power
in the business and marketing industries. Proper verification and identifications are also very
easy and demanding. Business and marketing may be handled by the government or non-
governmental organizations. Science and its assistance have shifted the scenario of the
business world. The facilities used by the marketing or business industries are like E-
commerce, retail business, online transactions and delivery and etc are spreading through the
business industries rapidly due its benefits and advantages
The challenges of integrating emerging technologies within organizations
A company can go through the digital transformation launched by itself with the help of new
digital technology. But the strategies are not enough potent to support this kind of
transformation. If a company thinks beyond the characteristics of the campaign in the digital
strategy efforts it can cause a great trouble for those organizations. According to Coupey
(2016) if the changes affect the culture then the company can never gain out of it. Here some
of the causes and the stages have been discussed the digital transformation in a business
organization.
Organizational resistance: Most of the people do not opt for changes as they are
accustomed to the current scenario. They invite changes but if they have to face any trouble
regarding the changing situation it is not acceptable to them. A person may lose his job as he
is not fit for the emerging technological changes, he can lack the knowledge of new
technology, this can be painful to him and difficult to handle. These changes can be risky also
for the organizations as it has to face new business experience. The new changes often face
the challenges in getting the funds. Changing the work culture of a company is a leading
cause of trouble regarding this.
Lack of clear vision in the digital customers: A clear picture cannot be derived as the
companies often fail to meet the expectations of their customers. The customers often lack

the knowledge of digital technology. Then the objectives of the company cannot be achieved
and it has to face a great loss. The customers’ need and the competition in the market can be
wrongfully assessed as the company sets the goal by framing new strategies of digital
transformation.
Ineffective gathering of customer data: The data on customers are a very important part.
The companies are superficially and wrongfully moved by the social media. The data they
gather from the virtual market can lead them down the wrong path. The virtual data are often
illusory. If any company makes strategy by influenced by these illusory data and take a
decision based on it, there is a chance of failure of the strategy.
Inflexible Technology heap and development processes: Iteration leads to successful
digital experiences. The newly added technological features should be tested and monitored
regularly. They must be tested by the user’s feedback. It seems to be impossible to accept this
procedure if quarterly release cycles are involved in the development process. The iteration
process includes the adjustment in the working flow, rules of the business and content.
Flexible digital features need to get introduced without discarding the mainframe. New and
modern enterprises should be added. More than five years’ old systems need to get modified.
Execution of the new digital experiences requires flexible technology.
And last, of all, the exact same products cannot be provided only by a digital channel. So the
success is hampered.
THE INFERENCE OF DIGITAL SCIENCE ON SMEs
Business and marketing heads, whether in huge or other sized enterprises (SMEs), know
good that anybody else risks of processing and ranging a scope of marketing. There has been
a deal on daily basis with dangerous competition, rigid cost and demanding purchasers who
are highly dependent on the products of the brands. According to Sundararajan (2014), small
and medium-sized enterprises are mainly referred as SMEs. It provides a class of micro,
small, medium-sized enterprises and it is a European based definition. SME’s is actually
some undertakings which are to give that the technology has infiltrated every aspect of the
daily lives of beings. There has been a huge distribution of smartphones for every people due
to high advancements in electronics and digital technology. To verify variations and success
in rising competitive and fragmented marketing and business world. Digital technology
opens up a large site for local marketing in the business planet. The customers want more

comfort facilities so they today expect a likely grade of digital assistance, appliance, and
personalization in all their marketing dealings not respective of whom involving interactions
with. This is the ways which are verified to the needs of digital technologies. Hanelt et al.,
(2015) stated that the facilities like retailing, online marketing, and online verifications and
other online advantages or assistances these are advanced due to huge and uniform
distributions of smartphones. It is also empowered by IT industry estimates and creating the
future of business on the basis of the developing SME owners, security, and other software
designers. The cybersecurity as a basic continues to a new to most brands. According to
survey or contemplate processed by many heads to get sufficient results and consequences.
These are the implications of electronics and digital sciences in SMEs.
E-COMMERCE AND HOW IT DRIVES BUSINESS SUCCESS OR DEVELOPMENT
The increase of mobile-marketing and electronic commerce has raised by huge funds and the
applications of the digital science. If your tiny business is complete to receive a part of the
work and start selling your products online, extra payment attentions. These are Brand
reputation, Purchasers knowledge, Marketing support and User-friendly developments. Every
electronic commerce site requires a track to take online payments with fewer efforts. It is also
used to make customer service a priority as the best way to keep the purchasers delighted,
and to confirm that brand does not lose any image. Depending on the lack of face to face
interactions with the purchasers is an important weakness to online marketing knowledge.
According to Doherty et al., (2015) the future of electronic commerce is based on
digitalization. It provides special considerations to the elements which will produce a solid
foundation for the digital media or science success. The keys to electronic commerce are e-
commerce site should give good benefits to the purchasers, checkout and verifications are
should be easy and speedy, e-commerce site and team must be social, e-commerce site should
have niece image, functions, base, appliances, and mobile facilities, e-commerce site must be
trustable and have good merits, navigation in e-commerce should be good and easy,
documents and photos must be original or else it will create disadvantages and e-commerce
site must a system to know the review of the customers or purchasers.
ENGAGING WITH STAKEHOLDERS THROUGH DIGITAL SCIENCE
Today in this modern world stakeholders have various tracks to consume data about the
arrival of new products and materials. In the opinion of Laudon et al., (2015) Stakeholders
are the being with a concern in business and marketing. These stakeholders who are in

engagements can recognize to be important to create significant training in the research as
well as in marketing world. Stakeholder involvements bring together members or groups who
are having delight in marketing knowledge. The aim of the stakeholders to develop a process
and mechanisms that are easy and applicable, yet permitted for the length of the analysis
required to solve the complexes and variations that births when bringing together numerous
personal knowledge and understandings to solve any issues related to the business based on
digital marketing. Mooney et al., (2016) stated that the stakeholders will provide knowledge
exchange and involvements to facilitate suggestions and its contributions to the digital
marketing world. The feedback and advantages are full of contributions by the contributors
receiving wide range recommendations for policy, documentation, marketing, and
researchers. These all are parallel to the involvement of the stakeholders’ through the digital
science.
Due to the arrival of mobile technology give birth to the distribution of smartphones
throughout the planet makes these easy and comfortable to perform. Digital technologies are
a scientific point to developing the readiness of reserve the digital marketing industries. The
innovative and wise utility of these technologies increases the methods and workings of a
reputed brand or organizations. Various uses of information technology and digital
technology are able to create a well-structured platform to execute the business industries in
an advantageous way. It creates a new dimension to perform any marketing through the
available facilities like a retailing business, e-commerce, online payments, online payments
and other security confirming tasks. Thus we can say that the digital and web technologies
are a boon in the marketing world with high demands and advantages.

CHAPTER 3: RESEARCH METHODOLOGY
3.1 INTRODUCTION
The research project passes through certain steps. Generally there are three stages. First of all
some questions will have to be raised. Then an overview is needed. After that, the data will
be collected on the basis of the questions. The answers of each question will have to be
written then the concerned audience should hear the answers. The collection of the data needs
to be explained well. This part will deal with the methods of the research.
3.2 RESEARCH PHILOSOPHY:
At first a subject of the research is to be chosen. Then the data would have to be collected
according to the subject. The subject has to be chosen keeping in the mind that the researcher
should not spend too much money or time over it. Three types of research philosophy are
followed in deriving the answers (Taylor et al., 2015). The answers would have to be realistic
and positive. An interpretive aspect is also needed from the answers. If the answers are
analyzed, one should get these three perspectives. The data and the information will have to
be found out and then must be analyzed by the researcher to achieve the goal of the research.
In the interpretation part the researchers can draw the conclusion.
3.3 RESEARCH METHOD
The power of observation is necessary in collecting the data for the project. The primary
observation can lead the researcher to choose the questions. The importance and significance
of the project is required to be judged and realized by the participants in the project to whom
the questions are thrown. The project passes through certain steps.
3.4 DATA COLLECTING METHOD
The data collection method is one of the vital steps in the project. It should be accomplished
deliberately. The collected data should be appropriate and useful. So they need to be chosen
and collected carefully. Sufficient and right information can lead a researcher to meet the
objectives of the research. The data collection process follows two reasonable methods. They
include the primary data collection and secondary data collection process (Mackey and Gass,
2015). In primary data collection process the data seem to be new. Consistency can be
maintained in the project by the help of the primary data which are fresh. In secondary data,

the data can be taken from the journals, newspapers and books which are formerly done by
someone else. The primary data collection is a difficult process with some limitations.
3.5 DATA ANALYSIS PROCESS
After collecting the data they have to be analyzed properly. The information and interviews
which have been collected need to be assessed carefully. This assessment and evaluation
process may have both qualitative and quantitative approach. Quantitative aspect deals with
the numbers, figures, and digits with their changing trend. This process is used to maintain
consistency and proper order. This approach is a quite difficult to handle due to its certain
limitations. The qualitative approach of the data refers to the elaborate detailing of the
information. The general pattern or characteristics can be analysed from this approach. This
process is more helpful in deriving the conclusion of the research. In the case of this research,
qualitative approach has been mostly accepted.
3.6 DATA SAMPLING METHOD
The choices and inclination of the mass have to be rightly pointed out. From them the
information will be taken. By using qualitative data process the survey on the people of a
place would be done. The choices, preferences and the interview on a topic and answers to
certain questions have to be accepted. The detailed scenario of the targeted place is needed to
be explained. Asking questions randomly will help the researchers to write down the record
and changing nature of the answers got from different people of a same place can be noticed.
At first the place should be evaluated properly and then the questions should be asked to
different kinds of people (Lewis, 2015). The interviews will be received from the local people
of that area. The samples are taken from that of the interviews of the people than the data will
be ready and analyzed properly.
3.7 ETHICAL CONSIDERATION
Ethical aspect should be maintained in a project work. The process and methods need to be
strictly followed. Data should not be disclosed in a public forum. The main data should be
protected well by the help of the technology. The privacy of the data must be maintained. The
Data Protection Act focuses that the data protection is the most important ethical point in the
research. The result of the research must be announced after accomplishing as it can guide
and direct the concerned people in a right track.

3.8 TIME FRAME:
Refer to appendix

REFERENCES
 Coupey, E., 2016. Digital business: Concepts and strategies. Routledge.
 Doherty, N.F., Shakur, M. and Ellis-Chadwick, F., 2015. The role of e-service quality
management in the delivery business value. Journal of Retailing and Consumer
Services, 27, pp.52-62. The role of e-service quality management in the delivery business
value. Journal of Retailing and Consumer Services, 27, pp.52-62.
 Hanelt, A., Piccinini, E., Gregory, R.W., Hildebrandt, B. and Kolbe, L.M., 2015. Digital
Transformation of Primarily Physical Industries-Exploring the Impact of Digital Trends
on Business Models of Automobile Manufacturers. In Wirtschaftsinformatik (pp. 1313-
1327).
 Hanelt, A., Piccinini, E., Gregory, R.W., Hildebrandt, B. and Kolbe, L.M., 2015. Digital
Transformation of Primarily Physical Industries-Exploring the Impact of Digital Trends
on Business Models of Automobile Manufacturers. In Wirtschaftsinformatik (pp. 1313-
1327).
 Laudon, K.C. and Laudon, J.P., 2015. Management Information Systems: Managing the
Digital Firm Plus MyMISLab with Pearson eText--Access Card Package. Prentice Hall
Press.
 Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
 Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
 Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: Fixing large
undefined problems in digital marketing. Journal of Digital & Social Media
Marketing, 3(4), pp.294-303.
 Oldham, G.R. and Da Silva, N., 2015. The impact of digital technology on the generation
and implementation of creative ideas in the workplace. Computers in Human
Behavior, 42, pp.5-11.
 Sundararajan, A., 2014. Peer-to-peer businesses and the sharing (collaborative) economy:
Overview, economic effects and regulatory issues. Written testimony for the hearing titled
The Power of Connection: Peer to Peer Businesses.
 Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.

APPENDIX:
Various
activities
1st week 2nd week 3rd week 4th week 5th week
Research topic
Selection
Preparing goals,
objectives and
strategies
Appropriate
strategy
Selection
Preparing
literature review
Selection of
data collection
method and
sample
respondent for
the project
Development
and arranging of
questionnaire