The Impact of Digital Technology on Business Activity: A Comprehensive Analysis

This research report delves into the profound impact of digital technology on business activities, exploring its influence on various aspects such as operational efficiency, customer engagement, and market competitiveness. Through a comprehensive literature review and primary data collection using questionnaires and interviews, the study examines the benefits and challenges associated with digital transformation. The findings reveal that digital technology has become an indispensable tool for businesses seeking to thrive in the modern economy, enabling them to streamline operations, enhance customer experiences, and gain a competitive edge. The report concludes by highlighting the importance of strategic digital adoption and the need for businesses to adapt to the evolving digital landscape.

THE IMPACT OF DIGITAL TECHNOLOGY ON BUSINESS ACTIVITY

Table of Contents
CHAPTER 1 INTRODUCTION.............................................................................................................2
CHAPTER OVERVIEW...................................................................................................................2
RESEARCH AIM.........................................................................................................................3
RESEARCH QUESTION..............................................................................................................3
RESEARCH OBJECTIVES............................................................................................................3
CHAPTER 2 LITERATURE REVIEW.....................................................................................................4
CHAPTER 3 RESEARCH METHODOLOGY 975...................................................................................8
RESEARCH METHODS...............................................................................................................8
ETHICAL CONSIDERATION..........................................................................................................11
CHAPTER 4 DATA GATHERING AND ANALYSIS..............................................................................12
Chapter Overview......................................................................................................................12
FINDING AND ANALYSIS.............................................................................................................24
CHAPTER 5 DISCUSSION AND CONCLUSION.................................................................................30
CHAPTER OVERVIEW.................................................................................................................30
DISCUSSION...............................................................................................................................30
CONCLUSION.............................................................................................................................31
APPENDICES...................................................................................................................................33
REFERENCES...................................................................................................................................36
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CHAPTER 1 INTRODUCTION
CHAPTER OVERVIEW
There are various businesses that are conducting in the industry and every business has been
working on a certain methodology. The business environment of the industry has been facing
several changes and trends which are influencing the business positively. In the recent time, the
utilization of digital technology plays a major role in the industry such that the businesses are
attaining huge growth and profitability. Generally, the businesses in the industry were following
traditional methods and models which were helpful for the business growth to some extent
(Haight, et al. 2014). Further, the businesses effectively utilized the digital technology in
different fields such as administration, communication, storage and distribution, and
production.
This report will be discussing several aspects of digital technology in the business such that the
digital technology possesses a substantial impact on the business activities. For understanding
the impact of digital technology on the business a research project has been developed
(Mithas, et al. 2013). This research project has been developed by conducting suitable primary
and secondary methods. Moreover, the research project will be helpful in gaining the required
knowledge and information of the digital technology in an effective manner.
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RESEARCH AIM
The aim of this research is to gain an effective understanding and knowledge regarding the
impacts of digital technology on the business activities.
RESEARCH QUESTION
There are several research questions which would be helpful in understanding the research
topic effectively. The research questions are:
 At what level did the business attain growth due to the utilization of digital technology?
 What are the impacts of digital technology on the business activities?
 Did business functioning of the companies influenced by the use of digital technology?
 The digital technology is beneficial for the business activities?
The aforementioned questions are the prime question for conducting the research study
regarding the impacts of digital technology on the business activities.
RESEARCH OBJECTIVES
The major purpose of conducting this research study is to effectively analyze the impact of
digital technology on the business activities. Being a market researcher, developing a research
proposal and research project regarding the impacts of digital technology on the business
activities will be helpful in analyzing the business functioning effectively.
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CHAPTER 2 LITERATURE REVIEW
Bharadwaj et al (2013) have conducted a study focuses on the digital business strategy. It has
been evaluated that the information technology strategy is considered as the functional level
strategy of the businesses. The enhancement and changes in the industry have effectively
helped in the business growth and development. The digitalization of the business has been
helpful in gaining effectiveness in the business operations such as products, processes, and
services. The digital technology has a substantial influence on the industry such that it helps in
transformation of the business processes and strategies along with the products and services
(McAfee, et al. 2012). The fusion of the information technology and business strategy leads to
several benefits for the business such that the business functioning has attained effectiveness
at the substantial level.
There are four themes on which the digital business strategy could be effectively understood
which are the scope of digital business strategy, the scale of digital business strategy, speed of
digital business strategy, and sources of business value creation and capture in digital business
strategy. Analyzing these four themes help in effectively understanding the effectiveness of the
digital business strategy. Overall, the digital business strategy has a potential impact on the
performance of the business.
Baden-Fuller and Haefliger (2013) have conducted a research study regarding the business
models and the technological innovation. It is also evaluated from the study that the business
models are effectively connected with the technological innovation. The business models are
known as the system which is helpful in solving the issues such as identifying the customers,
major needs and requirements, delivering quality services for maximum satisfaction, and
building value among them. It has been depicted from the framework that the business model
system comprises of several cause and effect relationships such that it needs classification. The
formulation of the business model relationship with the technology is done in a two-way
manner. Initially, the business models build an effective link between the firm performance and
technology (Shirazi, et al. 2010). Further, the appropriate technology is developed by
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considering the business model decision which has been made due to the user engagement and
the openness. The effectiveness of the business is highly dependent on the proper
implementation of the strategies that help in utilizing the digital strategies to great extent.
According to Westerman et al (2014), the business transformation is essential and the digital
technology plays a major role in it. There are different business operations that are influenced
by the digital business strategies. It has been observed that the customer experience has been
effectively enhanced as the business practices delivered quality products and services which
provide better customer experience. In addition to this, the core operations of the business are
also strengthened due to the digital technology as it saves huge time and provide the desired
result in an effective manner. It is effective in building leadership capabilities such as
transforming the organization and attaining effectiveness in the functioning of the organization
(Amit and Zott, 2012). The leader of the organization chooses the appropriate digital technology
strategy at the workplace for improving the working manner and acquiring the desired
outcomes effectively.
It is observed that the functioning and operations of the organization attain high efficiency
which results in effectiveness. There are several challenges that are observed due to the
utilization of digital technology on the business activities like ineffectiveness of staff members
affects the accomplishment of objectives, etc. The effective leadership skills are helpful in
implementing the digital technology as a tool for business growth such that the leader will be
conducting required operations appropriately.
According to Berman (2012), the digital transformation is a new opportunity for the businesses
in developing new business models. It has been observed that the companies in the industry
have been working on acquiring the opportunities in order to attain effectiveness regarding the
connection with the customers. For effectively maintaining a healthy relationship with the
customers the company are focusing on reshaping customer value proposition and further
transforming the business operations by utilizing digital technologies in order to increase the
interaction with the customers and build collaboration (Yoo, et al. 2010). The research study is
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helpful in gaining an effective understanding of the digital technology influence on the business
activities.
It has been evaluated from the research study that the digital technology is helpful in building
effective interaction with the customers at different levels such that it helps in building value
among the customers which are helpful in building a customer-centred business rather than
building focus on only target customers. The customer interaction in these areas is helpful in
effectively building collaboration which further helps in building collaboration which accelerates
the functioning effectively (Chen, et al. 2012). In addition, it is necessary for the companies to
build suitable plan in order to deliver the quality services to the customers through digital
technology.
Kane et al (2015) conducted a study and it has been evaluated from their study that the use of
digital technology on the business has been focusing on several areas such as social, analytics,
cloud, and mobile, which has eased the business functioning at great extent. In addition to this,
there are some businesses which are less equipped with digital technology such that they solve
distinct business issues with their individual digital technology. The leaders of the industry are
focusing on using the digital technology for reshaping the business models and working
according to the trends and changes in the industry. The evolution of the technology has
increased the chances of taking risks in the business as it helps in gaining advancement and
effectiveness. In addition to this, the employees also focus on working with such kind of
businesses where the digital technology is used because it eases the business functioning.
Moreover, it has been evident from the study that the digital strategy is helpful for the business
in gaining advancement and effectiveness in the industry. It is also understood that the power
of digital transformation strategy has relied on the objectives and scope of the business. The
development of the digital strategy in the business helps the organization in gaining
effectiveness and substantial growth in the industry (Zott, et al. 2011). Moreover, the focus of
employees is on working with the digital leaders so that they could also gain effectiveness. The
study provides the substantial understanding of the influence of digital technology on the
business functioning. It is also understood from the study that the use of digital technology in
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the business operations and activities has resulted in the effectiveness in the organization and
also develop several opportunities for employment.
According to Terzi (2011), the major implication of digital technology has been explained in
form of e-commerce. There are various applications of digital technology in the business but
the e-commerce is one of the effective and beneficial measures in the business. The use of
digital technology for the online business has enhanced the growth of business at the great
level. It has been observed that the international trade has been positively influenced due to
the e-commerce at the great level. In addition to this, the employment opportunity has been
increasing due to the e-commerce. A huge economic growth has been observed in the
countries due to the use of e-commerce. It has been evident that the growth of e-commerce in
the developing countries is low for a short-run but when considered for long-run there is a huge
opportunity for the growth. The e-commerce has eases the international trade at the great
level as the products from one place to other places easily transported (Otim, et al. 2012). The
volume of international trade increases due to the operations of e-commerce. There are several
countries which have opened the import and export market in order to attain effectiveness
such that the e-commerce has a major role in it.
It is also evident that the employment opportunities through e-commerce has been growing
and declining simultaneously. Still, the use of digital technology in the business operations has
been very effective and beneficial. In addition to this, the major businesses in the e-commerce
industry have been gaining huge market area through the application of digital technology at
the great level. The use of digital technology in the business operation has gained effectiveness
in the market and it eases the processes and functioning (Hill, et al. 2015). Overall, it has been
stated from the study that the impact of e-commerce on the business and international trade is
positive and it has developed various growth opportunity for the people.
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CHAPTER 3 RESEARCH METHODOLOGY 975
RESEARCH METHODS
In the research study, the data is collected through several methods and techniques. There are
two prime methods for data collection which could be utilized in the research study i.e.
quantitative method and qualitative method. It is also evaluated that there are some issues
which observed during the research which influence bot data collection method that further
influences the result outcomes. The data collection is generally done by utilizing the qualitative
methods as it helps in acquiring better outcomes as the comparison to the quantitative
methods. It is observed that these both methods possess several kinds of techniques which
help in the collection of data. The techniques are explained in detail as follows:
a) Literature Review
There are several papers, journals, studies, and reports based on the research study
topic have been scrutinized effectively so that bettering understanding of the topic will
be attained. In the current research study, the literature review has been conducted
which provides a brief understanding and knowledge of the topic which is impacts of the
digital technology on the business activities (Liang, et al. 2010). It has been evaluated
from the literature review that the business activities have been conducting smoothly
and efficiently which provides the huge benefit to the company. In addition to this, the
digital technology possesses a great influence on the business functioning such that
delivering quality services to the customers who provide satisfaction and loyalty in
them.
b) Questionnaires
There are two kinds of questions that are involved in the questionnaire such as open-
ended questions and close-ended questions. The questionnaire is considered as one of
the effective methods that will be helpful in attaining the impact of digital technology on
the business activities. For instance, around 100 respondents from the business industry
will be taken which possess adequate knowledge and information of the digital
technology and also understand its impact on the business activities (Pagani, 2013). The
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responses of the respondents regarding the questions in the questionnaire provide the
adequate understanding of the topic.
The digital technology has been expanded in different sectors of the business such that
it eases the business functioning at great extent. The responses which are provided from
the respondents regarding the impact of digital technology on the business activity also
deliver their opinion and view which helps in attaining the desired outcome in an
effective manner. Overall, the questionnaire method has several benefits such as
gaining knowledge and information, acquiring opinions and views, and also developing
research outcomes.
c) Interview
The interview generally focuses on identifying the elements and areas through which
the importance of digital technology could be understood. The interview process is
known as the verbal conversation which occurred between two people in which they
shared substantial information between each other. There are several kinds of the
interview such as personal interview, telephone interview, focus group interview, depth
interview, and projective interview (Thomas, 2011). Each kind of interview has several
merits and advantages such that it is important to choose the appropriate interview
method for the research study.
The interview method is helpful in acquiring the experience of the respondents
effectively such that it helps in understanding their experience towards the study. The
opinion, experience, and views of the respondent through interview could be used in
the research study which will help in accomplishing the desired outcomes.
d) Observation
When the data for the research is collected by observing then it is known as the
observation. The observation data collection method is one of the effective methods
and it is also known as participatory research as the researcher collects data from the
respondent by observing certain aspects. The observation data collection method could
be done in a structure or unstructured manner (Oestreicher-Singer and Zalmanson,
2012). In structure observation, the data is collected through certain variables while the
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unstructured observation is conducted in an open manner which doesn’t possess any
kind of defined variables.
The major benefit of the observation process is that it helps in gaining direct access to
the research which provides high flexibility and collection of the potential items. Still,
there are some disadvantages of this data collection method which are the influence of
observer on the primary data, longer time requirement, and high expectation of
observer, which leads to influence the sampling elements. In addition to this, there are
some ethical issues which occurred during the research study. It is necessary during the
research study that the ethical consideration should be considered. The primary ethical
consideration will be taking consent of the research participant. In addition to this, the
behaviour and opinion of the sample research members might change which will affect
the research validity when they know about the observer presence.
e) Surveys
It has been observed that the survey research is one of the common methods for
collection of the data through the interest of the respondents. The survey process could
be conducted in a different manner and there are various processes through which it
could monitor them (Hildebrandt, et al. 2015). In addition to this, there are several kinds
of sampling which could be used in the survey. There are two major characteristics of
the survey research which are questionnaire and sampling. The questionnaire is known
as the set of questions which help in the collection of data from the respondents.
Moreover, the sampling technique is used when a subgroup of respondents have been
selected for answering the survey questions. The information which has been collected
would be further generalized as per the interest of the population.
It is observed that the most appropriate kind of survey collection methods is the
questionnaire. The questions in the survey could be conducted in form of close-ended
and open-ended. It is necessary to effectively develop the questions in order to
accomplish the required outcomes of the research study. In addition to this, there are
some areas which need to be considered during the formation of a questionnaire
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(Baden-Fuller and Mangematin, 2013). A single question in the questionnaire should not
contain two questions which would affect the outcome of the research.
In this research study, the questionnaire and interview method will be used in order to gain an
effective understanding and knowledge of the required areas. Around 100 participants would
be participating in the questionnaire and interview of the relevant field.
ETHICAL CONSIDERATION
The mutual consent of the participant has been taken for the research study such that personal
information and data will not be shared with anyone. In addition to this, the data and
knowledge will not be used by another person or organization for their personal use.
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CHAPTER 4 DATA GATHERING AND ANALYSIS
Chapter Overview
The chapter involves the collection of data with help of a questionnaire in this research study.
The questionnaire technique is used in the research study in order to gain opinion and view of
the respondents. In addition to this, an interview will also be conducted in the research study.
These techniques are helpful in the primary research for the study. The data which would be
gathered from these techniques will be further analyzed effectively so that the required
outcome could be achieved. The researcher in the study focused on understanding a different
kind of perspectives and opinions of the respondents that are participating in the research
study.
Questionnaire
Q 1 What is your age group?
Response Table
Total 20 to 25 years 25 to 30 years 30 to 35 years 35 to 40 years
100 15 20 35 30
12

Age group
20 to 25 years
25 to 30 years
30 to 35 years
35 to 40 years
It has been evident from the aforementioned graph that the respondents who participated in
the research study belong to four major age group. The age groups are 20 to 25 years, 25 to 30
years, 30 to 35 years, and 35 to 40 years. The majority of the respondent belongs to the age
group of 30 to 35 years.
Q 2 What is your job profile?
Response Table
Total Staff Project
Manager
Executive
Management
Department
Head
100 35 15 30 20
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Job profile
Staff
Project Manager
Executive Management
Department Head
The respondents who participated in the questionnaire belong to four major areas which are
staff, project manager, executive management, and department head. The aforementioned
graph helps in understanding the field of the respondents. The major respondents who
participated in the questionnaire are the staff member. In addition to this, the other major
respondents belong to executive management and department of the head. The lowest
number of respondent belongs to the project manager. The respondents who participated in
the questionnaire possess an effective understanding of the digital technology. In addition to
this, the respondents are working in the organizations that are using digital technology.
Q 3 What is your education level?
Response Table
Total High School Diploma Bachelors Masters
100 25 10 25 40
14

Education level
High School
Diploma
Bachelors
Masters
The education level of respondents has been explained from the aforementioned graph. There
are four kinds of educational level in which each respondent possess a certain education. The
education levels are high school, diploma, bachelor, and masters. The major educational level
which is possessed by the respondent is masters. In addition to this, the second major
education level possesses by the respondent is bachelors and high school while the third major
educational level is diploma (Wu, et al. 2015). The education level of the respondents helps in
understanding the respondent’s opinion level towards digital technology and its impact on the
business activities effectively.
Q 4 How much years of experience you possess in business industry?
Response Table
Total 2 to 4 years 5 to 8 years 8 to 10 years Above 10 years
100 25 20 25 30
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Experience of Industry
2 to 4 years
5 to 8 years
8 to 10 years
Above 10 years
It has been understood from the above graph that the respondent possess experience in the
business industry. There are four areas of experience which are 2 to 4 years. 5 to 8 years, 8 to
10 years and above 10 years. The respondents which possess major experience in the business
industry possess experience above 10 years. It helps in understanding that the respondents
possess effective understanding and knowledge of the digital technology and they also
understand the influence of digital technology on the business activities. In addition to this, the
other major respondents possess experience of 8 to 10 years and 2 to 4 years while the lowest
respondent possesses experience of 5 to 8 years.
Q 5 What is your opinion regarding the use of digital technology in business activities?
Response Table
Total Good Bad Average Excellent
100 35 10 25 30
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Opinion regarding digital technology
Good
Bad
Average
Excellent
The aforementioned graph is helpful in understanding the opinion of respondents regarding the
use of digital technology on the business activities. The major responses of the respondents
towards the use of digital technology on the business activities are good, bad, average, and
excellent. The major respondent’s opinion regarding the use of digital technology on the
business activities is good while the second major respondent’s opinion is excellent. It is
depicted from this stat that the use of digital technology results in effectiveness among the
business operations of the organization (Bennett, et al. 2010). In addition to this, the digital
technology has enhanced the effectiveness of the organization. The other respondent's opinion
regarding the use of digital technology on the business activities is average while the lowest
number of respondent called it poor.
Q 6 At what level, the use of digital technology in the business activities has been increased?
Response Table
Total Low Medium High Very High
100 25 30 25 20
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Increase in use of technology
Low
Medium
High
Very high
The aforementioned graph is helpful in understanding the rise in the level of use of the digital
technology on the business activities. It has been evident from the graph that the use of digital
technology on the business activities has been increased at the high level by most of the
respondent while there is less number of the respondent who thinks that the use of digital
technology on the business activities is low. It is known that the use of digital technology in the
organization has been increased in different sectors of the industry. There are several benefits
which are avail by the organization through the use of digital technology.
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Q 7 The organizations in the industry attain business growth due to the use of digital
technology?
Response Table
Total Yes No To some extent
100 45 25 30
Growth in organization due to digital
technology
Yes
No
At some extent
The above graph provides the information regarding the growth of organizations in the industry
due to the use of the digital technology. According to the responses of the respondents, it has
been understood that the majority of them state that the organization has been gaining
substantial growth in their business due to the use of digital technology on the business
operations (Zikmund, et al. 2013). Still, there are some respondents which are unsure about the
growth in the organization due to the use of digital technology. The business functioning of the
organization has been smoothening and effective due to the digital technology. In addition to
this, it has positively impacted the growth of the organization.
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Q 8 How long have you been working in the business that is using digital technology?
Response Table
Total 0 to 2 years 2 to 5 years 5 to 8 years Above 8 years
100 20 35 15 30
Working in business using digital industry
0 to 2 years
2 to 5 years
5 to 8 years
Above 8 years
The responses of the respondent are highly reliable for the research study such that they
should possess substantial knowledge and information in the required field. It has been evident
from the above graph that the respondents which are selected for the questionnaire possess a
relevant experience which is helpful in the progress of the research. The experience of the
respondents has been divided into four groups which are 0 to 2 years, 2 to 5 years, 5 to 8 years,
and above 8 years. The major respondents possess an experience of 2 to 5 years while the
second largest respondent possesses an experience of more than 8 years. The responses from
these two groups could be considered as reliable and effective for the research study which
would further help in accomplishing the required objectives.
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Q 9 At what level the use of digital technology has a negative effective on the business?
Response Table
Total Low Medium High Very High
100 55 25 15 05
Negative influence of digital technology on
business
Low
Medium
High
Very high
It has been observed that the use of digital technology results in positive implications on the
business operations and activities but there is some negative influence also which observed on
the business due to the use of digital technology. According to the aforementioned graph, the
major respondent's opinion is that the use of digital technology results in a low negative
influence on the business activities (Katz, et al. 2014). The major area which is affected by the
use of digital technology is the employment sector such that the employment opportunities are
growing and declining at the same time. By considering the opinion of all the respondents, it
has been evaluated that the negative influence by the use of digital technology on the business
activity is at the low scale which could be managed by using appropriate strategies.
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Q 10 The business operations are enhanced by the use of digital technology?
Response Table
Total Yes No At some
extent
100 70 20 10
Enhancement in business
Yes
No
At some extent
There are various kinds of business operations and activities that are conducted in the
organization and by the use of digital technology the operations and activities are conducted in
a smooth manner. The above graph will be helpful in understanding the opinion and view of
respondents regarding the enhancement of the business operations and activities due to the
use of digital technology. The majority of the respondents believe that the business operations
and activities have been enhanced due to the use of digital technology such that the
organizations have been gaining substantial growth in the industry. In comparison to this, there
are some respondents whose opinion is that there is no enhancement in the business
operations and activities. Overall, the business gets enhancement due to the use of digital
technology.
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Q 11 The employment opportunity increases due to the use of digital technology?
Response Table
Total Yes No At some extent
100 70 25 05
Employment opportunity
Yes
No
At some extent
The major element in the industry which is influenced by the digital technology is employment.
The organization has been using digital technology in order to smoothen their business
functioning. In addition to this, several employment opportunities in the industry have been
growing and declining at the same time. Still, the growth rate of employment in the industry is
increasing. The above graph is helpful in understanding the opinion of respondents regarding
the employment in the organizations (Goldfarb, et al. 2015). It has been depicted that the
employment opportunity has been rise due to the use of digital technology in the business as
more employees and staff members are required for operating and conducting the required
operations. Still, at the low level, the respondents state that the employment opportunities are
low in number.
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Q 12 Are you satisfied with the questionnaire?
Response Table
Total Yes No At some extent
100 75 15 10
Satisfaction from questionnaire
Yes
No
At some extent
The questions which are asked in this questionnaire comprised of areas related to digital
technology utilization in the business operations and activities. The respondents which are
considered for the questionnaire possess substantial knowledge of digital technology and its
use in the industry. The responses of the respondent help in gaining required knowledge and
information regarding the required areas which helps in the progress of research study. The
opinion of respondents regarding the questionnaire has been presented in the above graph and
it has been depicted from the graph that most of the respondents are highly satisfied with the
questionnaire.
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FINDING AND ANALYSIS
1 2 3 4
0
5
10
15
20
25
30
35
40
45
Impact of Digital Technology on Business
Operations
Strongly Agree
Agree
Disagree
Strongly Disagree
The above graph has been helpful in understanding the impact of digital technology on the
business operations and activities. It has been evident from the above graph that the major
respondents support the positive impact of digital technology on the business operations and
activities of the organization. The question further reiterated and it has been depicted from the
graph that the respondent belongs to the different department and also belongs to different
age group but all agreed on the positive impact of digital technology on the business
(Dumeresque, 2014). The organizations in the industry have been using the digital technology in
order to conduct attractive marketing and promotion of their products and services. The use of
digital technology has provided several benefits to the organizations.
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Digitial technology helps in the
effectiveness of the business
Strongly Agree
Agree
Disagree
Strongly Disagree
According to the graph, there are around 60% respondents who strongly agree that the use of
digital technology helps the businesses in the industry to gain effectiveness. In addition to this,
there are 25% respondents who agreed with this assertion. Only 5 % of the respondents
strongly disagree this assertion while 10% disagree with this assertion. Overall, the
respondent's opinion states that the business operations and activities of the organizations
have been attaining effectiveness due to the use of digital technology (De Kare-Silver, 2011).
Moreover, it has been evident from the graph that major respondents have to accept the use of
digital technology in the business operations and activities as it helps in gaining effectiveness.
Increase involvement in Digital
Technology helps organizations in
gaining business relationshipsStrongly Agree
Agree
Disagree
Strongly Disagree
The above graph has been focusing on the business relationships of the organizations due to
the use of digital technology. The 50 % of the respondents agree that the involvement of digital
technology in the organization has been helpful in building effective business relationships. The
26

growth rate of the organizations has been increased due to the use of the digital technology. It
has been observed that the organizations are spending the huge amount of money in order to
make their presence in the business industry. They are conducting attractive marketing and
promotion with the use of digital technology in order to accomplish their objectives
(Sundararajan, 2014). In addition to this, the organization work in collaborative nature with
their suppliers and customers for helping each other in gaining effectiveness.
Digital Technology has changed
the business functioning manner
Strongly Agree
Agree
Disagree
Strongly Disagree
The major aspect of the business is the feedback from the customers such that the organization
builds their business strategies and functioning pattern on the basis of their customer feedback.
The organization conducts their business operations and activities by using the digital
technology as it helps in conducting their operations in an effective and attractive manner. The
promotion and marketing of organization have been conducted on the different digital platform
such as Facebook, Pinterest, LinkedIn, Instagram, Twitter, etc. It further helps the business in
building a strong brand image in the market and gaining effectiveness. In addition to this, there
are around 55% respondents who are strongly agreeing that the digital technology has changed
the business functioning to a great extent.
27

Digital technology helps in
maintaining healthy
communication among businesses
Strongly Agree
Agree
Disagree
Strongly Disagree
There are 50% respondents which strongly agree that the digital technology has been helpful in
maintaining healthy communication with other businesses effectively while there are 5%
respondents which strongly disagree with the statement. In addition to this, there are 30%
respondents who are agreed with the effectiveness of digital technology in maintaining healthy
communication with other businesses. Still, there is 15% individual who is disagreeing with this
statement (Tanner, 2012). The prime reasons due to which the organizations have been gaining
effectiveness in the industry are due to the use of digital technology. In addition to this, the
digital technology possesses huge influence on the market which strengthens the organization
position in the market.
Digital Technology should be
essential element of organizational
strategy Strongly Agree
Agree
Disagree
Strongly Disagree
It has been observed that the organization design several kinds of strategies for their business
so that they could effectiveness in the industry. There are around 60% of the respondents who
strongly agree that the use of digital technology in the organizational strategy should be done
as it helps in accomplishing several objectives of the organization. Also, 35% respondents are
agreeing to this statement while the remaining 5% disagree with the statement. It has been
evident from the past experiences that the digital technology strategy is helpful for the business
28

in gaining effectiveness and high efficiency in the business (El Sawy and Pereira, 2013). When
the organization uses digital technology in their business the chances of growth increases by
the huge number.
Applications of digital
technology helps in business
activities Strongly Agree
Agree
Disagree
Strongly Disagree
The applications of digital technology in the business activities and operations have been very
helpful as it helps the organizations in accomplishing the desired outcomes effectively. The
major application of the digital technology is the marketing and promotion and also
development of communication. The effective use of digital technology helps in conducting the
applications effectively. It has been evident from the graph that around 55% of the respondents
strongly agree that the applications of digital technology are helpful in conducting the business
activities and operations (Schmidt and Cohen, 2013). In addition to this, there are 40% other
respondents who also agree with the statement but still, there are 5% respondents who are
disagreed with the applications of digital technology on the business activities.
Overall, it has been understood from the findings and analysis that the digital technology
possesses a huge influence on the business operations and activities of the organization. There
are various areas of the business which have been facing substantial influence of digital
technology. The respondents which have been considered for the questionnaire possessed
adequate knowledge and information of digital technology along with a substantial experience
in the organization that are using digital technology which strengthens their opinions and
views. According to the opinions and views of the respondents, it has been evaluated that the
digital technology has been becoming one of the potential tools in the market which is helping
29

the organization in attaining their goals and objectives effectively. In addition to this, the
opinions and views of respondents help in understanding the effectiveness of digital technology
in the business.
The businesses in the industry have been reshaping and gaining high productivity due to the
use of digital technology. It is also evident from the collected data that different fields of the
business are availing the benefits of digital technology as it helps in acquiring the required
objectives (El Sawy and Pereira, 2013). There are several areas in which the impacts of the
digital technology could be observed effectively. The major impact of digital technology has
been observed on the operating cost as it helps in reducing the cost of business such that the
organizations in the industry are effectively conducting their operations. In addition to this, the
communication process has been enhanced by the use of digital technology. The productivity of
the organization is also increased because the functioning of the organization smoothens and
done in an easy manner. Further, the consumer base of the organization has been broadening
up due to the use of digital technology as there are different promotion and marketing
campaigns are conducted by utilizing the digital technology.
30

CHAPTER 5 DISCUSSION AND CONCLUSION
CHAPTER OVERVIEW
This segment involves the discussion on the research topic regarding the data which have been
collected in the research study. The discussion helps in understanding the research progress
and the accomplishment of the objectives. There are various aspects which have been
considered in the discussion section of the study. After conducting an effective discussion the
conclusion of the research study has been developed.
DISCUSSION
The questionnaire and interview technique has been used in the research study in order to
accomplish the required objectives. There are around 100 participants in the research who
provides their clear opinions, views and thinking regarding the impact of digital technology on
the business activity. The knowledge and information which have been gathered from the
responses of the participants will be used for the development of the organization so that
effectiveness could be achieved in the business. The questions in the questionnaire and
interview were generally such that they ask about the age, level of education, experience, and
job profile which helps in relying on their responses effectively.
The questions which were asked of the participants are open-ended and the responses which
have been acquired are used in developing the research study effectively. There are some of
the questions which have been asked during the interview with the participants such as:
 What is your experience in the field of digital technology
 At what level the use of digital technology has been influencing the business activities
and operations
 The positive impact of the digital technology on the business activities and operations of
the organization
 What is the influence of digital technology applications on the communication process
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 In your opinion, does the digital technology helps the organization in business growth
and market success
The major focus of the questionnaire theme is on understanding the impact of digital
technology on the business activity and operations. One of the major practices of digital
technology is in the promotion and marketing of the products and services of the organization.
In addition to this, the knowledge and information from the collected data state that digital
technology has been enhancing the business in the different manner such that the operational
costs, communication processes, business growth, etc. have been attained. The operations cost
of the business has been reduced as the business technology has been working on low data and
employee which incurs the low cost (Royle and Laing, 2014). There are different
communicational processes available for the organization to conduct communication due to the
digital technology such as email, websites, texting, and applications. The proper utilization of
these platforms helps in building effective communication.
The major use of digital technology in business has been observed in form of the website as
the organization used this approach for expanding their business at the huge level. In addition
to this, there are several areas which need to be considered by the organization regarding
digital technology so that effectiveness could be attained.
CONCLUSION
For gaining a deep understanding of the research study literature review has been conducted of
around 6 journals that are related to digital technology in different aspects. In addition to this,
the literature review helps in gaining new findings and insights about the digital technology.
The impacts of digital technology on the business operations and activities are effective for the
business growth. There are various organizations in the industry that have started using digital
technology in order to conduct their business functioning so that huge profit and revenue could
be developed.
The influence of digital technology on the society has been very high as they get attracted to
the promotion and marketing of the organization on digital platforms. There are several digital
32

platforms in the industry which are used by the organization for their promotion and marketing
campaign. This technique is highly effective as the users on digital platforms have been
increasing with time which helps in the accomplishment of organizational objectives. It has
been evident that the organization has been using digital technology as their strategy in order
to reshape the business and maintain a potential place at the global level.
The research objectives of the study are:
 At what level did the business attain growth due to the utilization of digital technology?
 What are the impacts of digital technology on the business activities?
 Did business functioning of the companies influenced by the use of digital technology?
 The digital technology is beneficial for the business activities?
It has been evident from the research study that the organization has been gaining the huge
level of growth in the business due to the use of digital technology. In addition to this, there are
different areas of the business which are attaining enhancement and effectiveness due to the
use of digital technology. Moreover, the research study provides a substantial knowledge
regarding the aspects related to digital technology. The resources which have been considered
in the research study are analyzed and utilized effectively in order to accomplish the research
objectives effectively. In addition to this, the research study has been conducted in an
appropriate manner such the required objectives are accomplished and attain the research
outcome.
33

APPENDICES
Questionnaire
Q 1 What is your age group?
a) 20 to 25 years
b) 25 to 30 years
c) 30 to 35 years
d) 35 to 40 years
Q 2 What is your job profile?
a) Staff
b) Project Manager
c) Executive Management
d) Department Head
Q 3 What is your education level?
a) High School
b) Diploma
c) Bachelors
d) Masters
Q 4 How much years of experience you possess in business industry?
a) 2 to 4 years
b) 5 to 8 years
c) 8 to 10 years
d) Above 10 years
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Q 5 What is your opinion regarding the use of digital technology in business activities?
a) Good
b) Bad
c) Average
d) Excellent
Q 6 At what level, the use of digital technology in the business activities has been increased?
a) Low
b) Medium
c) High
d) Very high
Q 7 The organizations in the industry attain business growth due to the use of digital
technology?
a) Yes
b) No
c) At some extent
Q 8 How long have you been working in the business that is using digital technology?
a) 0 to 2 years
b) 2 to 5 years
c) 5 to 8 years
d) Above 8 years
Q 9 At what level the use of digital technology has a negative effective on the business?
a) Low
b) Medium
c) High
d) Very high
35

Q 10 The business operations are enhanced by the use of digital technology?
a) Yes
b) No
c) At some extent
Q 11 The employment opportunity increases due to the use of digital technology?
a) Yes
b) No
c) At some extent
Q 12 Are you satisfied with the questionnaire?
a) Yes
b) No
c) At some extent
36

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