Analysing Digital Technology's Impact on Oscar's SME Business

This report, focused on Oscar, a small to medium enterprise (SME) in the recruitment sector, analyzes the impact of digital technology, especially social media, on its marketing activities. The research explores the background of Oscar, the significance of marketing, and the influence of social media platforms like Facebook and Instagram in promoting brand image and reaching a wider audience. It also discusses the challenges Oscar faces, such as inappropriate resources and the rise of cybercrime. The report delves into the concept of social media technology, its role in marketing, and the benefits such as cost-effectiveness and improved brand recognition. The literature review covers the significance of marketing activities for Oscar and the impact of social media on its growth. The research aims to understand the concept of social media, its impact on Oscar's marketing efforts, and the challenges encountered. This research is valuable for understanding how SMEs can leverage digital tools for marketing and growth. It provides insights into the strategies and challenges of integrating social media into marketing plans.

Research Project

Table of Contents
TITLE:.............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
OVERVIEW OF RESEARCH...................................................................................................1
BACKGROUND OF RESEARCH.............................................................................................1
SIGNIFICANCE OF RESEARCH.............................................................................................2
RESEARCH AIM.......................................................................................................................2
RESEARCH OBJECTIVES.......................................................................................................2
RESEARCH QUESTIONS.........................................................................................................2
TIME SCALE.............................................................................................................................3
CHAPTER 2 LITERATURE REVIEW..........................................................................................4
Concept of social media technology...........................................................................................4
Significance of marketing activities for Oscar............................................................................5
Impact of social media on marketing activities of Oscar............................................................6
Challenges faced by Oscar while using social media technology in marketing activities..........7
CHAPTER 3 RESEARCH METHODOLOGY..............................................................................8
CHAPTER 4 DATA ANALYSIS.................................................................................................11
CHAPTER 5 CONCLUSION AND RECOMMENDATIONS....................................................17
Conclusion.................................................................................................................................17
Recommendations.....................................................................................................................17
CHAPTER 6 REFLECTION.........................................................................................................18
REFERENCES..............................................................................................................................19
APPENDICES...............................................................................................................................21

TITLE:
“To analyse the impact of digital technology on business activity of SME.” A case on
Oscar.
CHAPTER 1: INTRODUCTION
OVERVIEW OF RESEARCH
Digital technology refers to the process through which information is converted into
digital technique which helps to convert computerise system. This is the branch of scientific
knowledge that deals with practical use of digital and computerised devise. These days, there is
more use of digital technology because it ease in performing business activities. There are
different concepts of digital technology such as social media, cloud computing, artificial
intelligence, etc. These are the ways through which managers of organisation can improve
working style and work in accordance to external market.
There is much competition, so it is essential to work according to external market to get
positive and effective impact on activities. There are many activities which can be performed
easily with use of digital technology. This research is based on Oscar which is small scale
organisation having operations in Manchester. This association deals in providing recruitment
services by providing best talented personnel to organisations. This organisation uses different
social media sites to get in touch with clients. This helps ion expansion of business at
international level.
BACKGROUND OF RESEARCH
In this research impact of social media on marketing activities of small scale organisation
is analysed. These days, there is important role of marketing because it helps to attract and
communicate with consumers. Marketing is the process through which products and services can
be delivered to people. This is the ways through people of society become aware about new
features and launches of activities. Hence these days marketing plays crucial role in boosting
sales and profits of association. Oscar is the company which provides complete information
about candidate to company and helps to select best individuals in terms of related job profile.
Hence with the help of market managers of Oscar can easily communicate with external parties
of country.
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There is use of different sources for marketing activities such as hoardings, television and
newspaper advertisement, etc. In this Research, there is discussion about social media which
assist in marketing. There are different social media platforms such as Facebook, Instagram,
Pinterest, Snap Chat, You Tube, etc. These are the base through which information about
discounts, offers, new services, etc. can be communicated to people.
SIGNIFICANCE OF RESEARCH
Significance of this research is that it provides complete and reliable information about
role of social media in marketing activities of Oscar. As there is competition in consultancy
sector, so with the help of social media new and innovative advertisements are advertised which
helps to attract consumers. Hence with the help of this research, it is easy to analyse changes
taking place in external market and then plan marketing activities. With this research, it is easy to
analyse role of marketing activities in growth and development. Hence this research helps to
enhance knowledge about social media technology and its impact on marketing activities.
RESEARCH AIM
“To analyse the impact of social media as digital technology on marketing activities of
SME.” A case on Oscar.
RESEARCH OBJECTIVES
 To understand the concept of social media technology.
 To ascertain the significance of marketing activities for Oscar.
 To identify the impact of social media on marketing activities of Oscar.
 To determine challenges faced by Oscar while using social media technology in
marketing activities.
RESEARCH QUESTIONS
 Do you understand the concept of social media technology?
 What is the significance of marketing activities for Oscar?
 What is the impact of social media on marketing activities of Oscar?
 What are the challenges faced by Oscar while using social media technology in
marketing activities?
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TIME SCALE
Time scale is the research technique which is used to divide research activities in
different time slot. Time scale helps to perform research activities i.e. introduction, setting and
objectives, literature review, etc. are performed in synchronise manner. This helps team mates
and researcher to complete research activities in specified manner. Hence research is completed
within specified time. This research will complete in approx 8.5 weeks.
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CHAPTER 2 LITERATURE REVIEW
Concept of social media technology
In present digital world, every industry competes with some or the other challenges
which can provide highly satisfying solutions to their customers that is more efficient and
personalised. In earlier days, social media was a place where people meet, chat and make friends.
But currently, it is a very crucial part of living being. So according to Lazworld, social media is a
category of sites which is based on user participation and user generated content. It includes
networking sites like LinkedIn, Facebook, etc. which are centred on user interaction. According
to Jason Bowden, social networking is used by about 76% of businesses with the intention to
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accomplish their marketing objectives. The growth of social media marketing platforms has
become a major part of building social signals.
These social media are very important for Oscar because they can expand their business
with the help of using social media platform for recruitment. Oscar is a medium sized
organisation so social media will help in recruitment by saving lot of money and provides an
ease of economy. It is a useful tool in promoting business, getting updates with latest happening
in the surroundings, tapping large number of candidates with minimal cost and saves a lot of
time. This is because, it facilitates the development by connecting user profile with another
individuals. This is also a great platform for communication which helps in identifying the
various positive and negative impact in daily life.
According to Katie Siekierka, social media uses web based and mobile based
technologies which helps in turning communication into interactive dialogue among
organisations, individuals and communities. To succeed in today's digital era and adequately
satisfy the upcoming generation, companies need the right technology integrated into their
business strategy. The appropriate technology will provide consumers with their ideal customer
experience, ultimately benefiting the company's brand by increasing revenue, satisfaction,
efficiency and loyalty.
The social media is very useful in connecting people from all over the world. This is
useful for the Oscar company to recruit people from different places which is a very good
opportunity for the company to expand its business. This is very useful in educating people from
different countries with the various social media. This is also helpful in sharing various issues
with the communities like opportunities for employment in various companies, etc. Thus, it is
important for every individual because it keeps updated about the latest happenings and provides
reliable information.
Significance of marketing activities for Oscar
According to Hitesh Basin, marketing activities can be defined as the building and
planning a long term and forward looking approach with a well defined plan to accomplish the
desired goals and objectives. It is very important for the Oscar because it provides the aid of
social media marketing for the company. Social media marketing is one of the fastest growing
trend in every business organisation.
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Effective marketing strategy helps in gaining competitive advantage which provides an
edge over its competitors. Effective marketing activities helps in discovering the areas affected
by the organisational growth which is useful in developing a plan to cater the customer needs. It
is further important to help an organisation so that they can make optimum utilisation of
resources which accomplishes the targets set.
The marketing activities usually involves various roles and responsibilities like product,
pricing, place, promotion, etc. Effective marketing strategies and activities helps in making
strong brand recognition which will increase the Oscars sales by attracting more and more people
which will eventually improve the companies goodwill in the market.
According to Joanne Nguyen, marketing activities are key for researching, promoting and
selling products and services to the target market. This is an important business because it
informs, attract and persuade people so that they value the products and services of Oscar. If the
company lacks marketing, then it will fail to accomplish business goals and objectives. This
helps in creating trust among the people by satisfying the need of customers. This is because
people want to buy those products which are highly reputed and maintains the loyalty. When
customers will be happy they will promote the company through word of mouth which is one of
the most important promotional tool because it creates a reference among other people to use
companies products. When there is effective marketing of Oscar company, then this will also
help the community by generating various employment opportunities to them which will also
raise their standard of living and renders a useful source of generating income and revenues.
Thus, effective marketing contributes in corporate social responsibility as well by developing the
economy.
Impact of social media on marketing activities of Oscar
Social media plays crucial role in growth and development of overall organisation. There
are many activities which has to be considered by managers to get positive impact. There are
some changes which has to be considered by mangers in order to get activities in effective and
significant manner. Oscar is the company which deals in recruitment and providing relevant
individuals to organisation. Hence with the help of social media sites, managers of Oscar can
perform activities which is relevant and significant to complete business activities. In small scale
organisation, there is lack of funds with with advertisement of Facebook, creating official web
page of association,it is easy to market products and making changes in operations according to
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external market because this is cheap and time effective approach for marketing. According to
Sunny Popali, there are some results due to use of social media tools, they are discussed as
under-
Growth of social signals- With use of social media sites, there is increment in making
social relations with consumers who are part of association. With the help of social media sites,
there is improvement in relations with external people because this helps to perform research in
effective and relevant manner. There are different platforms such as Facebook, Instagram which
helps to make relations with outer world and hence business growth of Oscar is possible.
Promoting brand image in industry- With the help of social media sites such as
Facebook, Instagram, etc. brand image can be improved because this is the way which markets
services to people residing in society. Hence with the help of social media goodwill is improved.
People post their feelings regarding availing services from Oscar so this helps to maintain brand
image in industry.
Hence from the above discussion, it is clear that there is important role of social media
technology which helps in growth and development of organisation. There is competition in
recruitment sector, so with social media sites, offers discounts, etc. can be communicated to large
number of people which helps to improve revenue of association.
Challenges faced by Oscar while using social media technology in marketing activities
With using social media sites, there are positive as well as negative impact on operations,
these days there are more cases of cyber crime, number of crimes are increasing, etc. so this
affects brand image of consumers. According to KRISTEN HERHOLD there are some issues
while using social media techniques. These challenges are discussed as under-
Inappropriate resources- There are many issues which are faced by managers of
associations i.e. improper financial and human resources. When there is lack of resources then
this affects working inappropriate manner. There is requirement of training to employees which
helps to get positive impact on business activities. Hence this issue affects Oscar must use of
appropriate source to get positive results.
Informal social media strategy- There is no formal strategy to be used for social media
sites. Hence sometimes there are some advertisements or comments which affects rand image of
Oscar. At social media sites, comments informations, etc. are advertised and in case there is
difference in cultural and values, then this affects brand image of association. So this is also issue
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for Oscar while using social media sites for advertising and marketing activities. It is important
and relevant to proper analyse factors and then post it on social media so there are less
possibilities of getting positive impact on business operations.
Tracking results- When some new service, discounts, offers, video, photo, etc. posted on
social media site then anyone can visit page, social sites, etc. But it not compulsory that it gives
positive impact on sales as well. Hence in this case, there is impression of immediate sale. Hence
this creates misleading belief that company is operating in good condition. Hence it is concluded
that social media advertisement may not lead to lead to immediate sales.
Due to above mentioned techniques, it is clear that there are some changes which has to
be made in operating with social media sites. If corrective measures are not taken by managers of
Oscar, then there is impact on growth and development of association.
CHAPTER 3 RESEARCH METHODOLOGY
It is the process which is used to collect the information and data for the intention of
making business decisions. This is a systematic study of a defined problem, formulates a
hypothesis, collect and analyse data and deductions and conclusions. This methodology also
deals with a variety of ways to make most out of solving key research problems. In this, a
researcher uses different criteria for solving the given research problem.
Research philosophy
It is the first and outermost layer and philosophy taken for this research is a pragmatist
research philosophy. This a belief about the way in which data about a phenomenon is gathered ,
analysed and used. Research philosophy is an important part of research methodology which
contains three types of philosophies and they are pragmatism, positivism and interpretivism. In
this research, the research will use pragmatism because it is considered relatively new and
innovative philosophy compared to other research philosophies. This kind of philosophy stands
in middle between the positivist research and interpretivism research philosophy which stresses
on identifying solutions to the obstacles by adopting various theories, concepts and frameworks.
The decision for choosing this was based on the assumption that CSR cannot be seen as a
concept but socially conception views on corporate social responsibility with visual percept from
the outcome of the views.
Research approach
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It is a plan and procedure which consist of various steps of broad assumptions to detailed
methods of data collection, analyses and interpretation. This involves various decisions and
based on the nature of the research problem. There are three kinds of research approaches
namely deduction, induction and abduction. Researcher in this research will use deductive
research approach because they will render the observations which are required in presenting the
views for the results which will address the research objectives. In this kind of approach when
the premises are true then the conclusions must also be true, its transforms the general problem
to the specific one, collection of data is used to evaluate the propositions.
Research strategy
It introduces the main components of research project. This is a step wise plan of action
which provides direction to the thoughts and efforts which enables to conduct research
systematically and provides quality results and reports on the specified time. Effective research
strategies helps in staying focussed, minimises frustration, enhance quality and most crucially
saves time and resources. These strategies will act as reference point for benchmarking purposes
so that company can check that they have acquired the desired objectives or not. This requires
clear communication of targets which provides an assurance that all stakeholders move in a same
direction. There are four types of strategies namely case study, qualitative interviews,
quantitative survey and action research. In this researcher, case study research strategy will be
used by the researcher. This strategy will be used because it focuses on in depth investigation of
a single case or small number of cases. It gathers information from various sources like
observation, survey, interview and analysis of documents. Also data can be qualitative,
quantitative and both which enables a researcher to composite and multifaceted investigation of
an issue or a problem.
Research design
It is a detailed outline of an investigation that will take place. This will include how data
is to be collected, what instruments will be employed, how instruments will be used and the
intended means to analyse the data. In other words it is a framework of methods and techniques
which are selected by the researcher to combine various components of research in a reasonably
logical manner so that research problem is efficiently handled. It provides a deeper
understanding of conducting research by using a particular methodology. There are five types of
research design namely, descriptive research design, experimental, correlational, diagnostic and
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exploratory. In this research, descriptive research design will be used by the researchers because
they will be solely responsible for describing the situation under the research and its is a theory
based research design which is created , gather, analyse and presents collected data.
Time horizon
It is the length of time for a plan, program or project to complete within a specified
period of time. They are needed by the research design independent of the research methodology
used. There are two types of time horizons namely, cross sectional and longitudinal. In this,
researcher will use cross sectional time horizon which are limited to specify the time frame and
emphasis on present situations. This research will be conducted for approx. 8.5 weeks.
Research methods
They are the tools or techniques used by the researcher to do research. They are the
strategies, processes or techniques utilised in the collection of data or evidence for creating better
understanding of the topic. There are two methods of conducting research namely, qualitative
and quantitative. In this research, the researcher will use qualitative methods of researches like
interviews, focus groups, observation, document analyses, oral history of life stories, etc. This
method will be used because it give data about live experiences, emotions or behaviours of the
people. It assist the researcher in learning better understanding of complex concepts, social
interactions and cultural phenomenon. This also helps in evaluating how and why things have
occurred, interpreting events and describing actions.
Data sources
It is the method of collecting data which is the most challenging work in a research
because it needs exhaustive planning, diligent work, understanding, determination and potential
to complete the research effective and efficiently. There are two sources of data collection
namely, primary and secondary methods. In this research, the researcher will use both the data
sources. Primary data source will provide an investigator with the most reliable information as it
will be collected for the first time and this is not collected before. Whereas secondary data source
will provide information and data from sources like magazines, newspapers, internet, etc. They
are called secondary because researcher uses already collected data.
Research sampling
It is concerned with selecting the part of the population on which research is to be
conducted. It is difficult for the researcher to study the whole population due to limitation of
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