Impact of Digital Technology on Business Activities: A Femina Study

This research report investigates the impact of digital technology, particularly social media, on business activities, using Femina Fashion Media as a case study. The report begins with an introduction highlighting the significance of digital technology in modern business and its role in enhancing customer relationships and brand image. It aims to identify the impact of social media on Femina, analyzing its influence on sales and brand perception. The literature review explores the concept of social media and its influence on Femina's operations, including customer relationship marketing and online marketing strategies. The methodology section details the research approach, including the use of interprivitism philosophy and both qualitative and quantitative data analysis methods. The report also examines the impact of social media on sales, highlighting the role of online marketing and customer engagement. The findings suggest that digital technology and social media have a significant impact on businesses, particularly in terms of sales, brand awareness, and customer relationships, and it concludes with recommendations for Femina to further leverage digital platforms for growth. The report also provides an overview of Femina's use of social media platforms like Facebook, LinkedIn, and Twitter to reach target audiences.

Research Report

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
Significance of research ..................................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
Social media impression on sales of Femina Fashion Media.....................................................5
CHAPTER 3: METHODALOGY ..................................................................................................7
CHAPTER 4: DATA ANALYSIS AND PRESENTATION..........................................................8
...................................................................................................................................................10
CHAPTER 5: DATA INTERPRETATION..................................................................................13
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS.....................16
REFERENCES..............................................................................................................................18
.......................................................................................................................................................18

Title: The impact of digital technology on business activities
CHAPTER 1: INTRODUCTION
Digital technology has become the essence of an organization without which it will be
difficult to grow business. It contributes in making effective customer relationship by connecting
with huge number of people. Femina is an entity engaged in carrying business of media that
focuses on women's fashion (Alper and Goggin, 2017). It was incorporated in 1965 by Muriel
Box and was first feminist British publishing company. It has been a successful company in
delivering promises and achieving objectives across the globe. The research report will exhibit
elements such as importance of existence of digital technology in an corporate along with its
benefits to business.
Research aim
“To identify the impact of social media on Fashion media (Fashion industry): A case study of
Femina”.
Research rationale
The purpose of this research, as per the point of view of Femina is to improve their
operational activities in order to increase their profitability as well as brand image (Warner,
2017). Another main reason behind this research is to analyse how many people is very well
aware about this company and their perception towards Femina. With relation to academic zone,
this research will aid learner as they can enhance their knowledge and understanding on a
particular topic. Academic as well as professional skills of the leader will be increased, in order
to maximise their overall development along with career growth. At last, from the point of view
of scholar, this research will aid them to increase their knowledge about the operational activities
of Femina. As a result, this research will help them while working within the same industry
(.Giones and Brem, 2017).
Research objective
 To evaluate the concept of Social media.
 To analyse the impact of social media on Femina Fashion Media.
 To identify the importance of social media on enhancing sales of Femina Fashion Media
by 10% in 3 Months.
Research questions
 What is the concept of Social media ?
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 What are impacts of social media on a Femina Fashion Media?
 How social media will increase sales of Femina Fashion Media by 10% in 3 Months?
Significance of research
The research about digital technology is important to analyse how it going to affect
business organization. The information and data gathered from research will give idea about
competitive advantages, profitability, satisfaction of customers and market standing of a
company. Strategies and plans will be made on this report which will help Femina achieving
desired results and become a leader (Kane, G.C., and et. al., 2015).
CHAPTER 2: LITERATURE REVIEW
It an essential part of the whole research which includes review or critically analyse
information presented in an organised form. In other words, In-depth knowledge about the
subject matter can be ascertained in a summarised form.
Concept of social media
Social media is platform provided in a computer which is accessed with the help of
internet. It is used to connect with rest of the world by sharing information, ideas and perceptions
through virtual networks. It facilitates in faster communication electronically. In the words of
Ron Jones, “social media essentially is a category of online media where people are talking,
participating, sharing, networking and bookmarking online.” It is an easy way to interact with
and to know what's happening around the world. Software or web-application such as Facebook,
Twitter, Linkdin, Instragram etc.
Earlier, social media was originally developed for interaction with family and friends.
During that phase, business organizations saw great potential in social media platforms to earn
increased amount of profits, improve brand image, create good relationship with wider public
and many more. Further, an entity can expand its business online because majority of public is
active on famous social media or sites (Henriette, Feki and Boughzala, 2015).
It offers business tools like Social CRM (customer relationship marketing) which
establishes valuable and good relationship with customers. Facebook page can be considered in
it, as it helps Femina to get customers' feedback which helps it understand and resolve their
queries. Also, it gives real time status about its position among its competitors, on the basis of
number of customers, sales, profits, brand value and many more.
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Influence of social media on Femina Fashion Media
According to the view point of Masri, R. and Driscoll, C.F. eds. (2015).Westerman, G.
and Bonnet, D., 2015it has been analysed that social media changes the behaviour of individual.
Now a days social media become one of the popular tool which creates a link between customer
and company. With the help of social media, it becomes easy for a company to connect with
their customers through social media. As a result social media helps in improving the brand
image, market share and overall profitability of the company. Along with this, social media
marketing tool helps in understanding the behaviour of online consumers. It is one of the best
way to attract target customer’s easily, build brand awareness and increase customer's loyalty
(.Vlachokyriakos, V. and Et. Al, 2016). Replacement of television, print media are now social
media advertisement, which becomes an important marketing campaign channel. For example: If
Femina Fashion Media involve its activities on social media platform, this will aid them in
increasing their brand recognition, brand loyalty and many more. If there is any urgent news
company wants to share with their customers can post it on their social media website, as lot of
time or fund is invested while publishing that news. One of the positive impact of social media is
it provide fast information to their customers. If accurate and well advertised facts and
information are reached to customers can increased the profitability and sales. Femina can gain
competitive advantage with the help of attractive marketing campaign through social media
company can maintain their sustainability at marketplace.
On the other hand company can sometimes face negative response from their customers.
If a company released any statement on their website, will circulates within seconds. If company
post something on social media by mistake, will not be easily rectify (Laudon and Traver, 2016).
It can negatively affect the reputation of the company which reduces the total number of their
consumers. Another factor is it the perception of every person that social media is free or low
cost tool. But it requires a lot of time while implementing social media activities. Femina adopt
social media as a tool for their marketing strategy, but it requires a lot of time and understanding
while implementing it. Sometimes company might accidentally post some confidential
information regarding their clients. As a result, it will negatively affect the brand image of
company and might reduce its customers and profit share at the marketplace.
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Social media impression on sales of Femina Fashion Media
Social media gives a new way and innovative way to a business to grow. There are
popular companies who have gained from shifting their commercial transactions online. This
boost sales and profits which make organizations feel the importance of this media. Femina has
used this to analyse their target customers to know their demands to fulfil them. According to
digital report, the total number of internet users across the globe is 4.021 billion out of which
approx. 2.77 billion people are active on social media sites. This is a major reason of why
existing companies along with start ups are choosing online business over physical one. Femina
has used it for the advertisements and promotion of their products. Information and data can be
gathered as a part of market survey before launching a product. It is a quick and effective way to
increase awareness about business operations. Social media have been evolved with time to
make it even more attractive for the user by adding more features and increasing security so that
it can keep their trust (Mowlabocus, 2016).
Further, social media marketing is a tool which helps a company to build strong network
in order to increase brand exposure and broaden customer reach. Along with this, social media
optimization works as a search engine which is effective in attracting new users to a website.
Femina has its own website, Femina.com, which is devoted to new about women across different
countries. One can access to such news anywhere and anytime. It has seen a good hike when it
decided to launch its own site. It realised the benefits that can be achieved through social media,
hence, this website came into existence (Succo, G., and et. al., 2015). The sales was jumped to
great records which also raised prices of its stocks, which attracted more investors to invest their
funds in the corporate. Further, it conducts campaigns on women empowerment and customer
relationship, along with this, it advertises online about beauty pageant so that huge number of
candidates can apply and participates. Social media provides updates about actions, plans or
competitions to have impact on the minds of people interested in joining fashion world. It
requires very low cost to raise awareness about products and there is one time investment in
software and sites which give results for a long time. This keep entities competitive and increase
their credibility and goodwill.
For instance, Femina has a page on facebook which on which news, statistics about
achievements, sales and profit data along with a summary report etc. are provided which keep its
users updated with required information (Nambisan, 2017). Also, it advertise about job vacancy
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on Linkdin, which is again a social networking site in which people look for jobs. Hence, Femina
uses this site to reach maximum potential candidates who have required qualifications and
suitable for the job vacancy. Also, it has Twitter account, which is used widely by renowned and
successful personalities. It can be said that Femina has assessed the impact of social media on
sales and other areas due to which it extended its presence over there.
CHAPTER 3: METHODALOGY
In order to conduct a research in an effective or appropriate manner, various approaches
and methods are used by scholar for successful accomplishment of research aim or objectives.
There are various research methods which are as follows:
Research Philosophy
There are two types of research which is commonly used by scholars i.e. interprivitism
and positivism (Oldham and Da Silva, 2015). Without any issues these two aid a researcher
while conducting a research in an effective manner. In this present report, interprivitism research
philosophy is used by scholar. Research Approach
It is a plan which includes some specific steps and assumptions. It is the other name
which is given to a set of rules or norms, which is mainly considered by scholar while
assembling some facts, data and information over a specific subject. In order to complete a
research successfully, there are some methods commonly used by a scholar. Some of the
approaches are as follows: Deductive approach: Scholar use deductive approach while completing a quantitative
research. Mathematical assumptions are the basis of this research project. When the
sources of information is not true, researcher use such approaches. As a result, conclusion
of the result must be true and fair.
 Inductive approach: It is totally opposite to deductive approach. While a researcher
conduct qualitative research, scholar used such approach. According to the scholar such
approaches is used when the sources of information are known and create untested
conclusions (Selwyn, 2016).
Research Strategy/Methods
It is one of the essential process used by scholars to outline required finding related to
research. There are two types of data analysis commonly used by researcher while conducting a
research:
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 Qualitative: this method is used for finalising a research in a theoretical manner. It
consumes less time or it is a cost saving method.
 Quantitative: Mathematical data is collected by scholar, with the help of which researcher
gives a clear picture about the research. As a result, it consumes lot of time and a costly
method.
Qualitative method is used by scholar in this research. This report consumes less time
and also help in saving cost while conducting this research.
Research Methodology
Research methodology is a procedure or techniques which is mainly used by researcher to
identify, analyse and select information about a particular topic. It is used by researcher
according to the requirement of research. It is a systematic and theoretical procedure commonly
used to collect all the required or authentic data about a specific subject (Piccinini, E. and et. al.,
2015).
Research Instrument/Tools
Sampling
While conducting a research, it is one of the most crucial element, as it aid in collecting
information and data, so that interpretation can be done.
Identifying Population and Research Site
Through random sampling techniques, stakeholder population is used in this research
while conducting this research.
Sampling Strategy
Random sampling technique is used while conducting this research. Sample size is taken
around 30. For this 10 questions will be formulated for questionnaire (Sebastian, and et. al.,
2017).
Ethical Implications
There are some rules and regulations which must be followed by a scholar while
conducting a research. For example: All the collected data and information should be kept secret
so that no one can misuse them.
CHAPTER 4: DATA ANALYSIS AND PRESENTATION
Questionnaire
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Q 1) Are you aware with the concept of Digital Technology?
a) Yes
b) No
Q 2) What are the factors behind growth of digital technology?
a) Involvement of low cost for businesses
b) Accelerate market and economic conditions
Q 3) What are the benefits of digital technology to Femina?
a) Increase profits and sales
b) Improve brand image
c) More customers gets attracted
Q 4) According to you, how digital technology will contribute to success of Femina?
a) Increased growth opportunities
b) More sales
Q 5) Do you think, digital technology helps in long term sustainability of entities?
a) Yes1554526891
b) No
Q 6) According to you, is it viable for small firms to invest in digital technologies to expand
their business?
a) Yes
b) No
c) May be
Q 7) What are the disadvantages of digital technology that must be assessed?
a) Data security
b) Digital media manipulation
c) Addiction
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Q 8) In which manner digital technology affects commercial activities of corporate?
a) Positive
b) Negative
Q 9) Which age group is most active on social media that has idea about Femina?
a) 8-18 years
b) 18-25 years
c) 25 and above
Q 10) Provide recommendation to Femina about the ways digital technology can help growing
its business and profitability.
Q 1) Are you aware with the concept of Digital Technology? Frequency
a) Yes 25
b) No 5
a) Yes b) No
0
5
10
15
20
25
Column D
Q 2) What are the factors behind growth of digital technology? Frequency
a) Involvement of low cost for businesses 8
b) Accelerate market and economic conditions 22
10

a) Involvement of low cost for businesses
b) Accelerate market and economic conditions
0
5
10
15
20
25
Q 3) What are the benefits of digital technology to Femina? Frequency
a) Increase profits and sales 18
b) Improve brand image 7
c) More customers gets attracted 5
a) Increase profits and sales
c) More customers gets attracted
0
5
10
15
20
Column H
Q 4) According to you, how digital technology will contribute to success
of Femina?
Frequency
a) Increased growth opportunities 19
b) More sales 11
11

a) Increased growth opportunities
b) More sales
0
5
10
15
20
Column H
Q 5) Do you think, digital technology helps in long term sustainability of
entities?
Frequency
a) Yes 26
b) No 4
a) Yes b) No
0
5
10
15
20
25
30
Column H
Q 6) According to you, is it viable for small firms to invest in digital
technologies to expand their business?
Frequency
a) Yes 20
b) No 5
c) May be 5
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a) Yes b) No c) May be
0
5
10
15
20
Column H
Q 7) What are the disadvantages of digital technology? Frequency
a) Data security 21
b) Digital media manipulation 3
c) Addiction 6
a) Data security
c) Addiction
0
5
10
15
20
25
Column H
Q 8) In which manner digital technology affects commercial activities of
corporate?
Frequency
a) Positive 1554526891 27
b) Negative 3
13

a) Positive
b) Negative
0
5
10
15
20
25
30
Column H
Q 9) Which age group is most active on social media that has idea about
Femina?
Frequency
a) 8-18 years 5
b) 18-25 years 21
c) 25 and above 4
a) 8-18 years
c) 25 and above
0
5
10
15
20
25
Column H
CHAPTER 5: DATA INTERPRETATION
Theme 1: Concept of Digital Technology
Interpretation: Digital technology is a method which helps an organisation in achieving
its goals and objective through online technology, with the help of which company get the
opportunity for delivering their products and services across the world. As per the above
mentioned graph, it has been analysed out of 30 respondents, 25 think that they are very well
aware about the concept of digital technology. With the help of digital technology company can
attract large number of customers and increase their profitability in the competitive market.
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Remaining 5 respondents think that they are not aware about the concept of digital marketing.
Respondents do not have any knowledge about the concept of digital technology.
Theme 2: Growth of digital technology
Interpretation: There are various factors which affect the growth of digital technology.
If a company adopt digital technology method for marketing, different elements affect the overall
growth, profitability and market share of the company. As per the above mentioned graph, it has
been analysed that 8 respondent out of 30 says that company adopt digital technology in their
organisation for the growth of their business. Reason behind adopting digital technology is that
this method involves low cost and in result generate high profit. On the other hand remaining 22
respondents says that accelerate economic and market condition can improve the growth of a
company. Reason behind this is that by adopting digital technology company can speed up the
economic and market condition of the country.
Theme 3: Benefits of digital technology to Femina
Interpretation: Digital technology helps a business in many ways which help it is
sustaining in competitive market. As per the above graph, out of 30 people, 18 are in favour of
increased profits, 7 says brand image gets improved and 5 agrees with the fact that more
customers get attracted. The first group belong to businesspersons who themselves use digital
technology in their business operations which has resulted in higher profits. Second group uses
social site in which they have come across the fact that popular brands are also present in such
platforms. And last group, belongs to the category who are active purchaser of products online.
Theme 4: Contribution of Digital Technoloogy to success of Femina
Interpretation: Digital technology offers various ways which can take a company to
new heights. These can be influence the way an organization carries its activities and can create
long lasting benefits. The above graph has observed that among 30, 19 agrees that it creates
growth opportunities and does not impact on sales, however, expands and increases its
recognition. On the hand, 11 agree with more sales only because they have not have knowledge
about its added value in reputation and goodwill because many incidents of fraud have occurred
in the past. This is a prime factor which can destroy its image and can push into distressing
situations.
Theme 5: Digital technology helps in long term sustainability of entities
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Interpretation: Every organization look for opportunities and make strategies that will
help it in long term sustainability. Digital technology has been evolved with time and wider
public have came to know its importance in a business. A company can connect to more people
online, update information very quickly which can be accessed by numerous public. According
to above graph, 26 out of 30 agree because according to them digital technology will provide a
platform that can not be given by any other way. On the contrary, 4 disagree because of issues
regarding breach of data protection, online theft, non-delivery of products etc. These are their
main concerns which have reduced the faith of people in social media, hence, they believe that
such matters will reduce not help in long term sustainability.
Theme 6: Viable for small firms to invest in digital technologies to expand
Interpretation: Digital technology can prove to be expensive for small or medium firms
because of various reasons such as protected software, professional to handle its technical issues
etc. As per the above graph, out of 30, 20 says yes, 10 says no and 5 are not sure about it. The
reason for positive answer, they believe that digital technologies provide great opportunities for
expansion and increases brand image. Hence, a good amount of investment should be made by
small entities. The reasons given by the group saying no, is because it would be costly for them
and if it does not provide any profits, then loss will be very hard to borne. The last group is
doubtful as they are very well aware about pros and cons which might be produced by using
digital solution.
Theme 7: Disadvantages of digital technology
Interpretation: There are many disadvantages that are possessed by digital technology
which will impact business operations in a negative way. These should be addressed by firms
and appropriate solution and precautions should be taken in order to produce desired results
which will provide good amount of advantage to company. According to the graph, among 30
people, 21 states data security, 3 are concerned about digital media manipulation and 6 people
says addiction. These people have come across various cons of digital technology. They have
idea about what's going around the world and it very well know the outcome that an organisation
can get by using digital technology. Furthermore, authentic survey reports have been provided on
the issues that arises due to search technology.
Theme 8: Digital technology affects commercial activities of corporate
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Interpretation: Commercial activities are the things that happen within the
organisational boundary in the ordinary course of business. The main reason behind including
digital technology is to grow business and expand the services of products to large number of
public. The graph shows that 27% are positive about the outcomes of digital technology that
contributes to commercial activities of a corporate. The reasons are they are active on social
media and other digital technologies. Majority of them found their desired job through sites that
provides a platform to companies for posting their job vacancies. are in negative side. However,
three people thinks that, there is no significance of digital technology in commercial activities
and if a business person uses these then it going to affect the business in a negative. Reasons are
future investment with high chances of failure risk.
Theme 9: Age group that is most active on social media
Interpretation: a company before starting a business or launching a product in an
existing business analyse about the customers that it wants to target. It is a very important
evaluation which will help company in attaining its objectives and increase profitability. The
above graph shows, from 30 people, five people are in favour of age group of 8-18 years old.
This group belongs to students who are studying in schools and colleges, thus, not active users
of social media. 21 says age group of 18-25 since these are adolescence who have other passed
out from college or or has already joint a job in which they are earning. Hence, they get leisure
time to use social media platforms. 25 and above is the point of view of 4 people. They are the
people engaged in household work awesome other important activities due to which do not get
time to use social networking sites.
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND
IMPLICATIONS
From the above specified report, it has been concluded that digital technology has helped
organisations a lot in their development and growth. It is used in various sectors of industry to
capture more customers. The use of this technology in business improves the productivity of
business. Digitisation enhances innovations and technology in the products and services and
increasing customer satisfaction. It has been identified in the present research that primary and
secondary methodology can be used together information about digital technology. These are
used in getting the benefits in the form of increase sales and profitability and by exploring
growth opportunities. However, before making investment in digital technology, its advantages
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and disadvantages should be assessed and evaluated so that negative outcomes can be avoided.
Femina can upload news, magazines and monthly journals on their facebook page and other
social sites. Experts and a team totally dedicated to managing its business on social media will
help it in achieving its objectives which are to increase profits and expansion.
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