Impact of Digital Technology on Adnams PLC's Social Media Marketing

This research proposal examines the influence of digital technology, particularly social media marketing, on Adnams PLC, a UK-based SME. The study aims to identify the benefits of social media marketing for Adnams PLC's growth, understand how digital marketing achieves marketing objectives, and recommend improvements. The research employs a quantitative methodology, including questionnaires for 30 employees and secondary data from books and journals, to analyze the impact of digital technology. The research design is descriptive, utilizing a deductive approach and positivism philosophy. The report outlines the research questions, background, rationale, literature review, methodologies, and timeline, including a Gantt chart. The findings suggest that digital technology is crucial for Adnams PLC's growth, with thematic analysis revealing insights into the effectiveness of social media marketing strategies.

UNIT 11

TABLE OF CONTENTS
Research Proposal Form..................................................................................................................1
Research Methodologies..................................................................................................................9
RESULT AND FINDINGS...........................................................................................................10
Recommendations:.........................................................................................................................20
Reflective account..........................................................................................................................21
ALTERNATIVE METHODOLOGIES.........................................................................................21
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23

Research Proposal Form
Student Name: ______________________ Student ID:
____________
Centre Name: _____________________
Tutor: ________________ Date:
___________________
Unit: ____________________
Proposed Title: ______________________________________________
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question,
objective or hypothesis)
“To assess the impact of digital technology on business activities in the
context of social media marketing- A study on Adnams PLC”
Research objectives (e.g what is the question you want to answer?
What do you want to learn how to do? What do you want to find out?):
Objectives:
 To identify factors of social media marketing on Adnams PLC on overall growth
 To develop understanding about social media marketing beneficial for Adnams PLC for
accomplishing marketing
 To recommend ways by which Adnams PLC can enhance its approach towards marketing
Research Questions
Q1. What are the factors of social media marketing imparting benefits to Adnams PLC for
accelerating growth?
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Q2. How digital marketing helps in achieving success of marketing objectives
of Adnams PLC?
Research Questions
 Explain the detailed concept of globalisation.
 What is the impact of technology in boosting the success of company after globalisation?
 What are the challenges that are faced by company after globalisation?
 What are the recommendations to Cadbury on smooth flow of operations
in global environment?
Digital technology has major influence on modern business. Present report deals with impact
of digital technology with context of social media marketing on Adnams PLC which is an SME
engaged in manufacturing, retail and wholesale of beverages in UK. Research proposal has been
made with background, aim, objectives, research questions. Primary and secondary data both have
been collected by considering ethical issues, costs and access. Appropriate analytical tools and
findings of research is communicated to audience. Moreover, reflection on own performance while
conducting research is discussed. On the other hand, alternative research methodologies are
explained which can be used by scholar for generating results.
Background
Digital technology is providing with ample of benefits to organisation in
accomplishing objectives in effective manner (Siu. 2018). Particularly, social
media marketing is one of important part of achieving marketing through
social media platforms capturing attention of people at large. In relation to
this, social media marketing has helped Adnams PLC in attaining marketing as
it is engaged in manufacturing, wholesale and retail of beverages. In this
research, efficiency provided to business will be evaluated by assessing
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importance of digital technology and thus, Adnams PLC is able to achieve
marketing objectives.
Reasons for choosing the project (e.g links to other subjects you are
studying, personal interest, future plans, knowledge/skills you want to
improve, why the topic is important):
Rationale of the study
Social media has paved the way for company in accomplishing promotion
in effective manner so that firm may attain marketing objectives. Furthermore,
due to various social media channels, Adnams PLC can also entertain feedback
from customers which are active on platform which are required to be carried
out so that improvement can be done and better services and goods can be
provided with ease. There are various reasons for selecting this project such
as factors of social media marketing for providing benefits to organisation and
how success is accomplished of marketing objectives due to social media
marketing. The researcher will analyse factors of social media marketing
which drives Adnams PLC to achieve stated targets in effective manner. In
relation to this, research methodologies are required for implementation
which will guide scholar for accomplishing outcome in the best way possible.
Section Three: Literature sources searched
Use of key literature sources to support your research question,
objective or hypothesis:
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As per the views of Kaur (2016), marketing is essential need particularly for an SME which has
limited operations. Digital technology has paved the way for business to achieve marketing at low
cost and instant reach to customers. The social media marketing helps to track potential and new
customers and organisation, then promotes its products and services. In contrast to this, Felix,
Rauschnabel and Hinsch (2017) says that marketing is needed to attract people so that they may
purchase products and avail services. Modern marketing tool can be achieved through social media
platforms such as Facebook, Instagram, Tumbler, Twitter. This helps firm to promote its products
with ease to large number of people instantly.
According to Ashley and Tuten, (2015), social media marketing is
important for organisation in accomplishing objectives of marketing in the
best way possible. It helps company in getting desired growth as promotional
activities can be conducted in a better way. Social media marketing cut down
costs of marketing which were incurred due to implementation of traditional
methods of marketing. Moreover, social media channels are helpful in
attainment of desired marketing to public as posts can be made and posted on
platforms of social media leading to accomplishment of goals.
Section Four: Activities and timescales
Research methodology
 Research Type: Qualitative and quantitative are two research types
which can be used by scholar in attainment of objectives of research
(Humphries, 2017). For current study, quantitative method will be used
by researcher for gathering numerical facts and figures serving
research purpose. Qualitative research is based on theoretical
framework and does not provide mathematical facts. In relation to this,
How long this
will take:
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quantitative method will be used so that scholar may be able to give
concrete shape to research.
 Research Approach: The research approach is essential part of research
process so as to analyse outcome. There are generally two bifurcations
such as deductive and inductive. The researcher will use deductive
approach for accomplishing specific theory. This will serve purpose of
project. Deductive approach is required in order to present existing
theory to particular in effective manner.
 Research Design: In Research, design includes two types such as
exploratory and descriptive. For present research in hand, descriptive
research design will be applied to carry out research for assessing
impact of digital technology on social media marketing on Adnams
PLC. Thus, in-depth research will be conducted by scholar.
Descriptive research will be implemented in order to provide deeper
analysis of project in hand and as such, proper direction to research
will be attained for generating conclusive results.
 Research Philosophy: There are two research philosophies which can
be utilised such as interpretivism and positivism (Walliman, 2017). For
assessing impact of social media marketing on Adnams PLC,
researcher will use positivism philosophy for supporting positive
impact of such marketing on firm. The research philosophy will be
required in order to behave in a manner which will give desired
outcome with ease.
 Sampling: The sample is required for collecting data in an timely
manner. Scholar will take 30 employees of Adnams PLC as a sample
and will send questionnaire to them by applying simple random
sampling technique to assess impact of digital technology on
organisation. Scholar will conduct research for addressing research
questions and attaining outcome of research. This will help in
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accomplishing results of research.
 Data collection: In this, data will be collected with the help of
providing questionnaire to sample population and carrying out results
(af Wåhlberg, 2017). Whereas, secondary data will be taken by getting
access to books, articles and journals. Both the sources will be
gathered so that impact of digital technology can be examined on
Adnams PLC and as a result, it will be served for data analysis.
 Data analysis- For analysing data, thematic analysis will
be conducted for providing making proper analysis of
data and generating outcome in effective manner. Data
analysis is essentially required so that outcome can be
attained in a better way. This will help researcher to
analyse data being gathered in effective manner so that
impact of digital technology on small business can be
assessed. By incorporating thematic analysis,
interpretation of results will be eased-off.
Milestone one: _________________
Target date (set by tutor): ____________________
Milestone two: _______________________
Target date (set by tutor): ______________________
Gantt Chart
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to
use and why? What your areas of research will cover:
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Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be
submitted for another qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV sampling)
Comments (Optional):
I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date
Methods Resources
Research aims and objectives related to
impact of digital technology
Questionnaire to 30 employees of
Adnams PLC
Secondary data for research Reliable sources from books, journals,
articles related to digital technology
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Data analysis Conducted thematic analysis
Research Timeline
It can be analysed that project will get completed within the period of 12 weeks and
outcome will be generated. It is required that research should be done timely by which results
can be shared to shareholders. The research, development of ideas, writing, collecting data from
various sources and concluding outcomes will take 12 weeks of time to complete project and
attain results. Thus, it will be completed which is drawn below-
Activities
1 2 3 4 5 6 7 8 9 10 11 12
Research topic in
hand
Incorporating aim
and objectives
Conducting
research
Applying Research
methodologies
Collecting suitable
data
Examining data
Interpreting
collected data
Conclusion
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Final submission
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Research Methodologies
Cost-
The costs are incurred on various basis for conducting research. It includes stationery and
printing expenses, internet expenditures and expenses for collecting data. These costs are
required to be incurred for serving need and purpose of investigation in a better way. Such costs
are involved for attaining outcome of research with ease.
Access-
It is essentially required so as to attain desired data. Access is needed for getting
secondary data in hand for serving purpose of research (Tuten and Solomon, 2017). Complete
access has been attained for using such reliable resources such as articles, journals and books for
accomplishing result of data in the best way possible.
Ethical issues-
The ethical considerations or issues are to be taken into account so that results may be
generated quite effectually. For present research, due permission has been taken from employees
of Adnams PLC for using their viewpoints for research purpose. Objective of research has been
informed to them (Godey and et.al, 2016). Furthermore, information has been kept confidential
and not been shared to others. Thus, ethical issues are being followed.
The research methodologies have been listed below-
Research Type-
Quantitative research type is effective tool for conducting research so that outcome can
be ascertained in a better way. This research has been applied for generating mathematical facts
for effectively assessing impact of digital technology on.
Research Approach-
The approach which is used by scholar in current research is deductive in order to analyse
research outcome in the best possible. This has helped researcher in forming specific theory in
effective manner.
Research Design-
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