Research Project: The Implications of Digital Technologies on SME's

This research project investigates the implications of digital technologies, particularly social media, on Small and Medium Enterprises (SMEs), with a case study on Talent Plus, a consultancy firm. The report explores the impact of social media on business performance, growth, and marketing strategies. It examines the use of social media tools like Facebook, Twitter, and Instagram to gain a competitive advantage, attract customers, and increase brand awareness. The study includes a literature review on the effects of social media on business, the role of social media in marketing campaigns, and the specific social media tools used by Talent Plus. The research methodology outlines the type of investigation, research design, data collection, analysis, and ethical considerations. The project aims to identify the impact of social media on performance, evaluate its role in promotional campaigns, and answer related research questions. The report concludes with recommendations based on the data analysis and interpretations.

RESEARCH PROJECT

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of research........................................................................................................1
1.2 Background.......................................................................................................................1
1.3 Significance of investigation............................................................................................2
1.4 Rationale of research........................................................................................................2
1.5 Research Aim...................................................................................................................2
1.6 Research Objectives.........................................................................................................3
1.7 Research Questions..........................................................................................................3
CHAPTER 2: LITERATURE REVIEW........................................................................................4
2.1 Affect of social media on increasing performance and growth........................................4
2.2 Role of social media in organise marketing and promotional campaigns........................4
2.3 Social media tools that use by Talent Plus for gaining competitive advantage...............5
2.4 Advantages of social media tools to attract large number of customer............................8
2.5 Ways through which Talent Plus firm can increase its business at large scale................8
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
3.1 Type of Investigation......................................................................................................10
3.2 Research Design.............................................................................................................10
3.3 Data collection................................................................................................................10
3.4 Data analysis...................................................................................................................11
3.5 Research Philosophy......................................................................................................11
3.6 Research Approach.........................................................................................................11
3.7 Data Sampling................................................................................................................11
3.8 Ethical Considerations....................................................................................................11
CHAPTER 4: DATA ANALYSIS & INTERPRETATIONS.......................................................12
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................23
Conclusion............................................................................................................................23
Recommendations................................................................................................................23
REFERENCES..............................................................................................................................25

Topic-“The implications of digital technologies on SME’s”
CHAPTER 1: INTRODUCTION
1.1 Overview of research
Social media refers to computer based technology which facilitates sharing of
information and ideas and developing effective virtual communities and networks. Through
designing, social media is based on internet and also provide users effective electronic
interaction of the personal information and some of the other content like for an instance photos
and videos (Aral, Dellarocas and Godes, 2013). Organisations engage with the various social
media with the help of tablet, smartphone and computer through web application or web- based
software. It is an effective tool for communicate with people. It is helpful in connect with people
and also share information or data with any person. Talent plus is a consultancy firm and it takes
its own medicine through its better programmes for the consulting clients. Social media is an
effective tools which used through Talent plus to increase its promotion. As talent Plus is small
size firm and if it will use social media in better manner then in this case the many people will
be aware about firm and its services in better manner. At market place there are many social
media tools like Twitter, Facebook, Instagram etc. Among all of them Facebook is one of the
most leading or usable social media network as comparison to the others. It is regarded as
famous website that actively used by almost 1500 million people.
1.2 Background
Social networks became more popular in this modern era and it also dynamically use
through large number of customers which are living around globe. The main motive of every
business firm is to reach at the competitive place for gaining more attention of more consumers
towards company. Talent Plus is private organisation and it provides effective consultancy
services to people. The size of company is small and it works on fulfil demands of people in an
effective manner by providing better quality of goods and services at minimum cost. It is widely
applies technique which plays a necessary role in promote organisational tasks as well as
activities (Chu and Kim, 2011). In this present time period, people are engage in social media
tools and mostly prefer the online marketing because it is time as well as cost saving. Social
media is helpful in generate more awareness regarding services of company at competitive
market. It will aid in increasing productivity and performance of firm in an effective manner. It
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provides facilities to interact with more people and increase promotion of business. It is
identified as applied source which aids in giving an appropriate and effective data or information
regarding services of Talent Plus organisation. It gives advantages to firm and enhance
productivity level in effective or proper manner. Through using better tool of social media,
Talent Plus can communicate with large number of people and convince them to use its services.
1.3 Significance of investigation
Research take in to a consideration depends on measure value of the social media related
tools and also effect on promotional strategies of firm. In this present time period, firms are
concern on increasing performance as well as sales by executing different innovative strategies
and tools. Significance motive behind directing an evaluation venture to upgrade information and
aptitudes of the online networking and utilization for people. Portable innovation assumes
tremendous part in existing society (Garrigos-Simon and et. al., 2012). The main importance of
this research is to know about importance of the social media tools which can impact on
promotional strategies. Through this research, abilities and skills of learner will be increase in
same field which given advantages to develop the carrier success as well as productivity at
competitive market. Under this, Talent Plus organisation uses Instagram and Facebook in order
to connect with people and enhance awareness of services of firm in significant way. It is helpful
in providing economic development and success of firm at the competitive market for gaining
more profit.
1.4 Rationale of research
The rationale behind of this research is to know about economic effect of social media,
websites and internet on the small business organisation or Talent Plus firm. Its main motive is to
investigate advantages which available from use of social media as well as internet sites for
small company that conduct its business in an underserved regions. Social media is helpful in
increasing growth along with performance level of firm in a significant or effective manner.
1.5 Research Aim
The main aim of this research is “To evaluate significance of social media tools and its
effect on promotional strategy of firm - A case study on Talent Plus.”
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1.6 Research Objectives
This part of research depends on the main topic of an investigation (Hays, Page and
Buhalis, 2013). It is useful in order to express extension for research and also accommodate in
collecting accurate or relevant data or information for research to get valid conclusion. Some of
the research objectives are mention below:
 To identify effect of social media on increasing performance and growth of Talent Plus
 To evaluate role of social media in organising promotional campaigns
1.7 Research Questions
This part is based on research objectives. Research questions are related with important
topic of an investigation. It include a necessary research aspect which play a necessary role in
measuring accurate data or information. Research questions are given below:
 How social media can effect on increasing performance and growth of Talent Plus?
 What is the role of social media in organising promotional campaigns?
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CHAPTER 2: LITERATURE REVIEW
It is regarded as basic tool which aids researcher in order to conduct an in- depth
investigation in order to draw valid conclusion. It is related with research which consists
momentum information and data involving effective outcomes.
2.1 Affect of social media on increasing performance and growth
Social media can develop positive as well as negative affect on performance and growth
of Talent Plus firm. On the basis of Laroche, Habibi and Richard, 2013 it has been concluded
that staff members or consumers spend their more time on using social media in an effective
manner. If employees will engage in social media more then growth of firm can be minimized.
On the other hand, through using social media in effective manner, all staff members of Talent
Plus company will show their more interest in this as comparison to other work which was
allocated to them. It is not beneficial for firm as leaking policies and plans and through this
company can not achieve the competitive benefit. With the help of using social media, firm can
connect with target consumers and it is time along with cost saving. There are many social media
tools at market place such as Twitter, Facebook, LinkedIn, Instagram and many others which can
reduce cost of marketing to significant level. According to view point of Lin and Lu, 2011, it has
been suggested that Facebook is most visiting social media application on which staff members
take more interest . In addition to this, there is main change in a way that individuals interact and
connect. Social media is developing at astronomical rate, there is more affect on marketing as
well as business.
2.2 Role of social media in organise marketing and promotional campaigns
In this modern era, digital transformation has changed the scenario of every business.
Now firms are tend towards acquiring new and innovative techniques so as to promote
themselves over the world. Digitalisation makes important for business to create and develop
their own websites in order to expand their online outreach. In this respect, social media
platforms is one of the greatest tools which help companies to connect their target and potential
audiences. Sites, like – Facebook, Twitter and Instagram are fundamental to obtain high
defensible edge at marketplace. Business associations which are not activated on social media
accounts risk missing out on numerous marketing opportunities. Small business like – Talent
plus has their account of social media as they can easily promote their products and services to
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large group of customers as well as recognise their needs and wants. Therefore, it can be said
that social networking websites are helpful in promoting products and services of the firm by
linking a firm customers at deeper level. Online marketing is new mantra for manufacturing
companies as here they can easily apply new projects at wider range. It is has been viewed that
social media promotion is a potential promotion system that is used by management in raising
power of their marketing activities. Social media engages customers' online so that managers can
easily take reviews and feedbacks from them. Many firms used internet based sources in order to
share details of their future offerings; it results people will get know about products and services
of the firm and decide whether to purchase it or not. On the basis of view point of Leung and et.
al., 2013 it has been stated that Small entities conduct different quiz and other activities to know
what people actually want and tries to deliver the same in order to satisfy needs and wants of
customers in the best possible manner.
Along with this, social media platforms are considered to build interpersonal relations
with local communities; it increases brand awareness between people. For instance – execution
of promotional strategy through social media will helps customers to know about a specific
brand; company will be engaged with large number of consumers. Simply having people interact
with content will increase brand awareness and begin building market reputation as a business.
Social media tools increases traffic on company' s websites and management will easily attain
and retain large group of customers for long term period. Another role of social media channels
is to determine current market trends so as to produce accordingly. Small business organises
several social media promotional and marketing campaign by giving attractive discounts and
offers to customers; it builds brand equity and create strong interpersonal relationship of the firm
with its target audiences.
2.3 Social media tools that use by Talent Plus for gaining competitive advantage
In this competitive market, there are several social media tools or channels which helps
firms to promote their products and services among large group of customers. It helps people to
get in touch with a specific brand. According to Michaelidou, Siamagka and Christodoulides,
2011 it has been stated that Companies who newly starts their business are required to arrive
numerous customers and for this they adopts online marketing strategy in make popular their
offerings. The common social media platforms are – Facebook, Twitter, YouTube, Twitter and
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Instagram and so on. Following is defined several social media sites which are acquired by
Talent Plus, such as -
Twitter – This tool encompasses sharing short texts, images, polls, videos and more.
According to Kietzmannand et. al., 2011 it has been stated that Managers can connect with other
users by using a specific username as well as mentioning the same into their posts. Therefore,
Twitter is a great platform to fast interconnect with target and potential users over the world. In
present scenario, there are over 330 million active users on Twitter and it is treated one among
top 10 websites. Because of its wide reach, this platform is not only a great way to market your
business, but also an effective channel for handling customer service. Along with this, if a firm
has an interesting content Twitter helps in attaining and retaining people. There is also a facility
of sharing and retweeting for other users. Hashtags helps in boosting posts and spread them
several followers as products and services of the company could be easily viral.
Instagram – As same as Pinterest, Instagram is a visual online platform which is used for
uploading photos and videos. The site has recently owned by Facebook by having 700 million
users in which many of them posts regarding art, fashion, travel and similar subjects. This
platform is almost entirely mobile and almost people are using Instagram. In context of small
businesses, they can use right hashtags and follow several people in order to improve credibility
of their brand and offerings.
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LinkedIn – It is a most popular online website that is mostly used by professionals and
have 250 million monthly users. It is one of the best way to find top talent and drawing yourself
as a industry leader and promote business as well.
Facebook – It is one of the biggest online platform on web in respect of total number of
users and name recognition. At present, there are over 2 billion people are connected with
Facebook as it can be a good medium to connect people over the world. Facebook is growing
website which was founded by college students so as to keep in touch with multifaceted web. On
the other hand, smartphones has facilitated the use of this platform as people can log in at there
with a single click. Therefore, Facebook is a wealth for small organisations its a starting point of
business. For example – if a firm wants to launch its products into market then it can easily
promote it among wide range of people by considering this social media application.
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Illustration 1: Social media tools
(Source: The 5 Most Important Social Media Tools for Business, 2018)

Therefore, by using all these social media channels firms can reach large group of
customers and interact with them in an effective manners. It results enhancement of sales and
profitability in a certain time period and gain high competitive edge.
2.4 Advantages of social media tools to attract large number of customer
On the basis of view point of Aral, Dellarocas and Godes, 2013, it has been concluded
that Social media plays necessary role in order to attract more customers at market place and
enhance profitability and revenue of firm. There are more social media tools which are
determined as internet sources, twitter, Facebook and some of the other effective internet sources
and with the help of them, company can communicate with people to attract more consumers. In
this modern era, whole society surrounded with advanced technology because of the corporate
world for develop positive relationship with consumers in an effective manner. Some advantages
of social media tools are given below as above:
 It is helpful in developing better future relation with customers in context to
increase profitability.
 Social media tools help in safeguard additional cost of consumers.
 Through using effective social media techniques, customers get update regarding
innovate goods and emerging trends.
 With the help of using social media tools, consumers will be aware about services
of Talent Plus organisation.
 It is helpful in improve the ranking of search engine.
From above information, Talent Plus firm adopting different kinds of social media
technology in context to gain more attention of people in less period of time.
2.5 Ways through which Talent Plus firm can increase its business at large scale
On the basis of view point of Parra-López and et. al., 2011, it has been stated that firm
can execute various kinds of strategies which aid in expand business at the large scale to achieve
objectives and aims of firm. In addition to this, there are different steps which has taken through
Talent Plus to increase its business firm. There are different ways through which firm can
enhance its business given below:
Priorities team- In context to increase business, there is a requirement to divide large task
in to small parts between team members. It aids in perform various kinds of activities in
effective manner.
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Diversify- Talent Plus firm require to diversify goods on the basis of preferences and
tastes of various consumers and it aids in select the better services according to their choices.
Reinvest in business- Under this, there is a need to reinvest in strategies which aids to
expand business in effective manner. In context to enhance knowledge as well as skills of
employees, firm conduct a training and development session.
Attract people- It is an effective way to expand business. Company can attract consumers
by providing them better quality of services to them and increase its sales.
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CHAPTER 3: RESEARCH METHODOLOGY
It is regarded as important part of research and it is applied through an investigator in
context to collect information and data for taking better business related decisions. The
researcher collect relevant and accurate data which can help in the process of decision making
for firm in an effective manner (O'Keeffe and Clarke-Pearson, 2012). This part of research
undertakes many different approaches as well as tools to gather information and data on the
particular research topic. It helps in gather information and data from various sources as well as
finding valid outcomes for this kind of study by comprehensive investigation.
3.1 Type of Investigation
It is considered as most necessary part of investigation which aids researcher in order to
measure nature of an investigation. In this, it is a main responsibility of an investigator to
determine kind of an investigation like quantitative or qualitative (Scott, 2015). Qualitative
research is exploratory and used for gaining proper understanding of opinions, motivations and
reasons. It gives an insights in to issues and also helpful in develop effective ideas for this type
of research. On the other hand quantitative investigation is systematic empirical research of an
observational phenomenon through computational, statistical and mathematical technique. In this
mention research, qualitative research type is used because by this accurate information or data
can be accumulated.
3.2 Research Design
It is an effective strategy which an investigator select to integrate various components of
study in logical as well as coherent manner and assure about address problem related to an
investigation (Rodriguez, Peterson and Krishnan, 2012). In addition to this it constitutes
blueprint for measurement, data analysis and collection. There are three different types of
research design and these are exploratory, experimental and descriptive. This research is based
on descriptive research design.
3.3 Data collection
Data collection refers to process of collecting as well as measuring information on the
interest variables in a proper manner that helps in give the better answers of stated questions.
There are two different kinds of data collection methods i.e. primary and secondary. In primary
data collection, information and data is collected fresh which is not used before. The sources to
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