Social Media Marketing Strategies and Impact

The provided document is a collection of references to research papers and studies on social media marketing, its impact on consumer behavior and business performance, and the importance of corporate social responsibility in enhancing firm financial performance. The references cover various aspects such as consumer analytics, digital marketing strategies, online practices, and social media usage among B2B organizations.

Research Project 2

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
TITLE: ............................................................................................................................................1
INTRODUCTION ..........................................................................................................................1
RESEARCH METHODOLOGY.....................................................................................................3
RESULTS AND FINDINGS ..........................................................................................................5
DISCUSSION................................................................................................................................12
CONCLUSION..............................................................................................................................16
RECOMMENDATION.................................................................................................................17
APPENDIX ...................................................................................................................................19
REFERENCES..............................................................................................................................21

EXECUTIVE SUMMARY
Digital technology is more significant and essential tool which is implemented by all
organisations in its business operation and activity. Main purpose of this research project is to
identify the necessities of implementing digitalisation on business activities. Another motive
behind preparing this project was to determine the advantages of digital tools on developing
innovative goods and services at marketplace. Beside this, there are different methods of
research was used such as primary and secondary, research design and philosophy, sampling
method etc. All this approaches are valuable and essential for the identified opinion of people
towards the impact of digitalisation.

TITLE:
“The impact of digital technology on business activity”. A Case study on Virgin Group.
INTRODUCTION
Digitalisation in business operation and activity was more benefited to the organisation to
maximise their sales and revenues. There are different types of digital tools such as search engine
optimization, search engine marketing, pay-per-click advertising, content marketing, social
media marketing, affiliate marketing, Email marketing etc. All these are valuable and beneficial
technique for the growth and success of organisation (Turban and et. al., 2017). In this project,
chosen business was Virgin Group. It is British multinational corporation venture capital
conglomerate established by entrepreneurs Nik Powell and Sir Richard Branson. They produced
different kind of electronic equipments including Radio, Mobile phones and many other
electronic items. Company applied social media marketing in order to promote their products and
services at marketplace and to the customers easily (Agnihotri and et. al., 2016). Main purpose of
this research is to ascertain different ways which are adopted by respective firm in regards to
grow their business operations and functions at large scale. Another motive for preparing this
project was to evaluate impact of digitalisation on sales and profitability of enterprise.
The actual research is mainly relay on the efficiency and performance of digitalisation on
maximising performance and profitability of organisation within predetermined time duration.
As a multinational company Virgin Group is concern on enlarging their business operations and
functions at large level via providing different variety of products and services to its potential
and target audience in a systematic manner (West, Ford and Ibrahim, 2015). Research is more
essential for the all businesses to easily find out needs and wants of customers towards the
research topic, services and products which are provided by the company to its customers.
Terms and limits of research: There are various limitations which were observed at the
period of executing the research. One of the main limitations is time. The research topic was
large and for identifying the response of people, specific period of time is necessitate. So in the
entire it can be determined that time is not more for the all research (Zhang and et. al., 2017).
Therefore, Funds and capital can be considered as more effective component as it supports in
applying research activities in accurate way. Some activities of research such as cost and time
that are consuming in nature. It is more important for reaching at end outcomes, so investigator

have to keep actual flow of capital in respect to accomplishing appropriate outcomes (Ahmad,
Musa and Harun, 2016).
2

3

RESEARCH METHODOLOGY
It is identified as one of the main and essential aspect of research as it supports in
implementing entire activities of investigation systematically. This part of research is based on
certain applications which plays vital role in determining opinion of the respondents. There are
different kind of methods that are used by the researcher including qualitative and quantitative
research. Other important aspects that are considered by researcher are descriptive research
design, primary and secondary approach (Aichner and Jacob, 2015). All these are valuable and
significant tools as it assist the researcher to collected accurate amount of information. In this
research topic, primary and secondary method of investigation is more useful and appropriate
which are determined as under:
Research is identified as one of the main and effective part for analysing accurate opinion
of people about the business products, services process, digitalisation and so on. For this
purpose, business need to conduct a research program through applying primary and secondary
information. In case of primary data, main motive is to designed this approach to meet specific
and unique requirement of people. In simple word, it is the information that business gather
specifically for the motive of research project. There are different methods of conducting
primary research such as interviews, survey, focus groups, questionnaires etc. All these are
highly essential and significant for investigator to gather information systematically (Baker,
2016). In this project, questionnaire must be used as it assist the researcher to collect appropriate
amount of data. Beside this, sample size that also designed which is 30 respondents out of total
population. On the other hand secondary method is also useful and an appropriate source of data
collection which are normally being applied by the researcher. Published information or data
available from other sources that has already been collected. This data is relevant and accurate to
the issue at hand either external or internal to an enterprise. In order to gather information
through applying secondary source, researcher need some books, journals, magazines, industry
publications and trade journals by visiting a mention library. In other words, secondary research
involves the use of information that is gathered by other people in past (Chen and Lin, 2015). In
this involvement of the researcher is less so business entity mainly focused on the primary
research method. There are many limitation which has a direct effect on the research activities,
some are explained as below:
4

Cost: It is essential and necessary for the researcher to maintain proper flow of fund with
regards to continuing whole activities of investigation successfully. Cost of this research project
isn't maximum as in this information has been accumulated via the point of view of 30
respondents who are applying social media marketing as to collect accurate content by their own
contribution.
Ethical issue: It is another aspect which effects on organising research activities. In this
investigator face various problem about time and cost. These are main issue which was also
impacts on the business performance and activities (Erevelles, Fukawa and Swayne, 2016). In
order to overcome this issue, company was applied social media marketing which is more
significant and important for them to maximise their sales and profit. Therefore, Research also
require to maintain proper flow of money in regard to implement entire activities of research in
appropriate manner.
5

RESULTS AND FINDINGS
Q1) Does the application of digital technoloWhat is the social media marketing.
2018.Advantages of social media marketing. 2018.gy are essential for
organisational success of Virgin Group?
Frequency
Yes 25
No 5
6
Yes No
0
5
10
15
20
25
25
5
Column B

Q2) What are the advantages of applying social media marketing as a part of
digital technology for an Virgin Group?
Frequency
Low cost advertising 10
Accessibility 10
Enhancing sales 10
Q3) Does the application of social media marketing is essential for maintaining
better relation with customers?
Frequency
Agree 25
Disagree 5
7
Low cost advertising Accessibility Enhancing sales
0
1
2
3
4
5
6
7
8
9
10
10 10 10
Column B

Q4) Whose user of the company are frequently apply social media marketing
within the its environment?
Frequency
Suppliers 8
Clients 15
Investors 7
8
Agree Disagree
0
5
10
15
20
25
25
5
Column B

Q5) What are the importance and benefits of using digital technology for
customers?
Frequency
Proper information sharing 15
Easy Connectivity 10
24 Hours Services 5
9
Suppliers Clients Investors
0
2
4
6
8
10
12
14
16
8
15
7 Column B
Proper information sharing Easy Connectivity 24 Hours Services
0
2
4
6
8
10
12
14
16 15
10
5
Column B

Q6) Why it is significant for a Virgin Group to develop digital technology? Frequency
Reaching at maximum customers 10
Competitive benefits 10
enlarge business operations 10
Q7) If social media marketing is cost effective for the Virgin group? Frequency
Yes 20
No 10
10
Reaching at maximum customers
Competitive benefits
enlarge business operations
0
1
2
3
4
5
6
7
8
9
10
10 10 10
Column B
Yes No
0
2
4
6
8
10
12
14
16
18
20
20
10
Column B

Q8) What are the main element that impacts the development of social media
marketing?
Frequency
Target market 15
Technology 10
Channel 5
Q9) What challenges face by virgin group in implementing development of
social media marketing?
Frequency
Cost 10
Time 10
Resources 10
11
Target market Technology Channel
0
2
4
6
8
10
12
14
16 15
10
5
Column B

12
Cost Time Resources
0
1
2
3
4
5
6
7
8
9
10
10 10 10
Column B

DISCUSSION
Theme 1: Application of digital technology to business
Interpretation: From the above mentioned information it has been determined that
application of digital technology to business entity. In this 25 out of 30 respondents are agree as
it support the business to maximise their growth and rest of the people are not agree about this
statement.
Theme 2: Advantages of using social media marketing
Interpretation: From the above given information it has been concluded that social media
marketing is essential and beneficial for the company. There are different advantages of using
social media marketing for an enterprise such as low cost advertising, accessibility and
increasing sales. In this respondents provide equal priority of above all these benefits.
Theme 3: Importance of social media marketing for keeping strong relation with customers
Interpretation: As per the above mentioned data it has been concluded that social media
marketing is essential for the company to keep strong and better relationship with their
customers. In this 25 out of 30 respondents are agree as it is essential for maintaining effective
connection with clients and remaining are disagree about this concept.
Theme 4: Main user of business about applying social media marketing
Interpretation: According to the above mentioned graph it can be concluded that in this
modern era various number of organisation are following digital tool facilities as to fulfilling
basic requirement and wants of customers. Respondents give different priority to the each and
every option for the same that can be evaluated the main user of social media marketing are
suppliers, clients and investors.
Theme 5: Benefits of social media marketing for customers
Interpretation: As per the above mentioned information and graph it has been concluded
that social media marketing is more beneficial for the customer. In this 15 out of 30 respondents
are agree as it help in providing proper information, 10 are agree as it is essential for the
customers to maintain their connection with customers and rest of the population are agree as it
is available for 24 hours.
Theme 6: Main reason of the business for applying digital technology
Interpretation: As per the description of the above mentioned information it has been
determined that there are different intellect for which it is important for Virgin Group to develop
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social media marketing. In this respondents are provide equal opinion about various benefits
such as reaching at maximum customers, competitive benefits and enlargement of business
operations at large scale.
Theme 7: Social media marketing is useful or not
Interpretation: As per the above discussed graph and information has been concluded
that social media marketing is useful as well as not useful for the company. In this 20 out of 30
respondents are agree as such part of the digitalisation support the organisation to expand their
business operations and activities at global level. 10 out of 30 respondents are not agree about
this statement as the believe of people regarding this is consume more money.
Theme 8: Foremost factor that effect on development of social media marketing
Interpretation: According to the above determined data it has been evaluated that there
are different factors which are having direct effect on the development of social media marketing
such as target market, technology and channel. In this 15 out of 30 respondent are agree as target
market is more effected, 10 are agree as technology is more impacted on development of social
media marketing and rest of the population are agree that channel are largely effect on same.
Theme 9: What type of challenges face by company by applying social media marketing
Interpretation: As per the above mentioned graph that determined about the challenges
which are faced by the company while implementing social media marketing. In this respondents
are provide equal opinion and views about different aspects such as cost, time and resources.
Thus, social media marketing is essential and valuable for the development and growth of the
organisation within predetermined period of time.
Communicate outcomes of the research in an appropriate way for the intended audience
The necessities of implementing digital technologies on business activities of Virgin Group.
Social media marketing is one of the main and essential part of the digital tool which is
applied by the Virgin group. Main purpose of the company while applying this technique is to
maximise sales and attract various number of customers easily (Fuchs, 2017). Proper and
effective application of resource and tools are essential in completion of business operations and
activities in systematic manner. The main necessity and requirement of social media marketing
in work place is to maximise profitability and attract various number of audience towards the
goods and services of an organisation. According to the above questionnaire, investigator
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analysed opinion of the respondents regarding impact of social media marketing. Therefore large
number of people put of total population are agreed about this statement.
The benefits of digital technologies on developing new products and services at market place.
Digital technology has different elements in which business entity choose social media
marketing which help them to promote their services and goods easily (Hudson and et. al., 2016).
The major emphasised area of business entity is to develop its all operations and activities in
effective way as to providing variety in their services and items to their target and potential
clients. As a large organisation Virgin Group Ltd. Is wanted on developing unique equipment at
work place in order to maximising sales and profitability of company as it develop value in
maximising the revenue of business at market area (What is the social media marketing, 2018).
The main motive behind implementing social media marketing is to producing innovative and
unique equipment which develop value in fulfilling the requirement of people at market place
(Kavoura and Stavrianeas, 2015). As per the above information through questionnaire, researcher
evaluate the opinion of respondent. Beside this half of the generation are agreed about social
media marketing is more effective and beneficial for the company to develop innovative items
and services at marketplace. Thus, it will also assist an enterprise to maintain their strong and
long lasting position at global market place. There are different advantages of social media
marketing to the company which are determined as under:
 Increased Brand Awareness
 More Inbound Traffic
 Improved Search Engine Rankings
 Higher Conversion Rates
 Better Customer Satisfaction
 Improved Brand Loyalty
 More Brand Authority
 Cost-Effective
 Gain Marketplace Insights
 Thought Leadership
All these are more beneficial for the company through applying social media marketing.
Thus, utilisation of this part of digital tool is effective and significant for the development and
growth of an enterprise. Social media marketing technique also support a company to improve
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relationship with their target and potential audience systematically and easily (Kiráľová and
Pavlíčeka, 2015). With the help of this tool company easily and quickly provide their products
and services to the customers. Thus, in this satisfaction level of the customers are maximum
which is more effective and significant for the development and growth of business entity in
limited time duration. Social media marketing is cost effective and time saving technique for the
business which highly significant for the firm to accomplish better outcomes easily. This tool
also support an enterprise to increase customer loyalty in the company which is more effective
and essential for the firm to effective results. Beside this, it will also support the company to
expand their business operation and activities at different as well as large level within
predetermined time of period (Lamberton and Stephen, 2016).
The different measures which are adopted by Virgin Group in respect to expand their business
operations at large scale.
There are different factors which are used by the Virgin group such as Adoption of New
technology, introduction a new product and Develop a new market segment or move into new
area. All these are help an enterprise to maximise their strong position at international
marketplace. All these tool are support the Virgin Group to expand their business operation as
well as gain competitive advantages within predetermined time duration. Therefore, it will also
support company to accomplish their long term objectives through applying social media
marketing is a systematic manner. Beside this, an enterprise improve quality in its services and
products which also benefited for future growth and development of organisation. According to
the above given information through questionnaire, investigator observed that maximum number
of population are agreed regarding social media marketing is more effective and useful tool for
the development of its operations and functions at large level (Moreno, Navarro, Tench, and
Zerfass, 2015). In case of new product information, company is capable to maximise their
revenues and turnover. Beside this, customers are already aware regarding the business services
and products so that they are produce more items which can increase sales and profitability of an
organisation.
The impact of applying technologies on maximising the profitability and sales of firm at
market place
Company has positive and negative impact by applying social media marketing tool as to
increase their sales and profitability easily. Beside this different number of respondent out of
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total population are highly agreed about this statement and remaining are say it takes lot of time
and money which show negative impact on the business performance (Ngai, Tao and Moon,
2015). Thus, concept of digitalisation is beneficial and useful for the enterprise to maximise
customer base and achieve better outcomes within predetermined time period. High sales and
revenue cause maximum profitability and effectiveness at market place. As a well-established
and famous organisation such as Virgin Group Ltd is quickly following social media marketing
in regards better producing unique and new items and developing knowingness among the large
number of person regarding the given products and services of an organisation at market place.
Technologies are depict as an important part for the all organisation to save their cost and time
(Ryan, 2016). It will also support the enterprise to provide accurate and proper information to the
customers in quick manner (Advantages of social media marketing, 2018). Therefore, business
entity is more capable while applying digitalisation in their operations and activities because it
benefited to them to grow their operations at large level.
CONCLUSION
From the above mentioned it has been concluded that social media marketing are most
effective and beneficial tool in developing performance and productivity of an organisation at
marketplace and different level. Beside this, marketing survey plays more effective role in
evaluating the effectiveness and development of digitalisation in respect to maximise
profitability level of company within predetermined time period. As per the method of survey it
has been identified that various number of clients are agreed with the given items and services of
an enterprise then they mainly emphasised on enlarging their business activities and operation at
international and global level. In this social media marketing are highly effective and beneficial
in applying accurate resource for improving productivity and profit of firm. Accurate
implementation and application of social media marketing are important in accomplishing higher
competitive edge and benefits at market place. There are different methods and tools are used by
researcher to find out opinion and view of the respondent about the effect of social media
marketing on business and individual performance. Company applied primary and secondary
method of data collection which are extremely beneficial and appropriate for the enterprise to
collect fresh and unique information in an effective and efficient manner.
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RECOMMENDATION
From the above given information, there are different things which are highly require to
be suggested like application of social media marketing into business operations and functions.
Thus, it is essential and significant for the growth and success of enterprise and individual. It is
extremely advisable that each and every company should adopt unique and new technology
which benefited to the business to reduce chances of difficulties. Apart from that another aspects
which can be advisable is that for increasing customers number in organisation and capturing
maximum number of market share easily, it is required to follow social media marketing into
business operations and functions so that wanted results can be achieved automatically. Another
recommendation to the Virgin Group is to used various other technology such as e-mail
marketing, E-Commerce, own mobile application and many other. All these are highly supported
to the enterprise to increase their sales and revenues as well as attract various number of
customers easily. Company should provide better quality and different variety in its services and
products that help the organisation to improve their position at large marketplace in an
appropriate and effective manner. Business should provide products and services at reasonable
price that benefited to the company to maintain long lasting and better relation with customers.
Reflection
Research is define to be a essential aspect, in which methodology of research plays vital
role in implement the entire research activities effectively. The collection of information is
analysed as the significant aspect and the all research program are highly based on the accurate
information which are gathered by the researcher systematically (Saeidi and et. al., 2015). In the
present study primary an secondary sources of data are followed by the investigator as to
complete research activities in appropriate and better way. Secondary source of information is
more effective and essential in organising the section of literature review via finding the opinion
and view of different number of authors and writers. In case of primary data approach that is
gathered via implementing survey by designing an effective questionnaire which is most
appropriate approach to collect proper data for the specific topic of research project. Thus,
questionnaire is a effective method for collecting relevant and accurate information done filling
the from of questionnaire from the respondents.
Alternative source:
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There are different number of alternate source which can be applied for the motive of
organising research activities in an effective and efficient manner (Siamagka and et. al., 2015).
For this, I have taken certain approach of questionnaire for the aim of getting a opinion and
viewpoint of each and every person. It is most essential and effective tool which is prepared by
large number of organisation with purpose to collect accurate and relevant amount of
information in a systematic manner. Alternative method of data collection which is also gettable
at marketplace such as Interviews. It is also main and important part of gathering data from the
respondents about the particular matter of research project. In which the investigator will have to
develop question answer program from selected people by himself as well as not done a
questionnaire. Therefore it can be determined that the secondary approach is also useful for the
investigator to gather accurate amount of data systematically.
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APPENDIX
Questionnaire
Q1) Does the application of digital technology essential for organisational
success of Virgin Group?
Frequency
Yes 25
No 5
Q2) What are the advantages of applying social media marketing as a part of
digital technology for Virgin Group?
Frequency
Low cost advertising 10
Accessibility 10
Enhancing sales 10
Q3) Does the application of social media marketing essential for maintaining
better relation with customers?
Frequency
Agree 25
Disagree 5
Q4) Whose user of the company are frequently apply social media marketing
within the its environment?
Frequency
Suppliers 8
Clients 15
Investors 7
Q5) What are the importance and benefits of using digital technology for
customers?
Frequency
Proper information sharing 15
Easy Connectivity 10
24 Hours Services 5
20

Q6) Why is it significant for Virgin Group to develop digital technology? Frequency
Reaching at maximum customers 10
Competitive benefits 10
enlarge business operations 10
Q7) If social media marketing is cost effective for the Virgin group. Frequency
Yes 20
No 10
Q8) What are the main elements that impacts the development of social media
marketing?
Frequency
Target market 15
Technology 10
Channel 5
Q9) What challenges face by virgin group in implementing development of
social media marketing?
Frequency
Cost 6
Time 8
Resources 6
Q10) Any recommendation to Virgin group linked with social media
marketing.
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West, D. C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
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Zhang, M., Guo, L., Hu, M. and Liu, W., 2017. Influence of customer engagement with company
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Online
What is the social media marketing. 2018. [Online]. Available through:
<https://searchengineland.com/guide/what-is-social-media-marketing>.
Advantages of social media marketing. 2018. [Online]. Available through:
<https://www.bluefountainmedia.com/blog/advantages-of-social-media-marketing/>.
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