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.
1

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?
2

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.
3

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
4

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
6

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
7

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
9

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
10

time, money and other relevant resources. Therefore, by selecting a portion of people, it becomes
easier, manageable and convenient for the researcher to conduct research. There are two types of
sampling random and non random. In this research, random sampling will be used by the
researcher because it helps in producing representative samples by eliminating voluntary
response and each sample has an equal probability of being chosen. This prevents the partiality
among the population. The sample size will be of 50 on whom research will be conducted.
Research ethics
They are the application of moral rules and professional code of conduct to the collection
analyses, reporting and publication of information about research anonymity, confidentiality and
informed consent. This research is conducted authentically, from reliable source and comprises
of al legal boundaries.
Research limitation
While conducting the research, the researcher has faced the lack of funds because the
budget set and decided were not appropriate fro conducting the research effectively and more
efficiently. And also it lack the time frame because the time taken to complete the research was
also extended from the decided time.
Research reliability and validity
The research conducted is reliable and easily verifiable. For this, the researcher used
survey questionnaire so that it was understood by the respondents which provides reliable
responses across the set of questions mentioned in the questionnaire.
Research budget
It is the total amount of money which will be required by the researcher to complete the
research from initial stage till execution. This is the main incremental cost which includes all the
cost and expenses. Therefore, researcher has estimated the budget for conducting this research is
£500.
CHAPTER 4 DATA ANALYSIS
Data analysis refers to the method which is used by researcher to analyse collected data.
This is the technique which is used to conduct research activities in effective and relevant
manner.
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Questionnaire
Q1. Do you understand the concept of social media technology?
Yes
No
Q2. Does social media sources assist in marketing of products and services?
Yes
No
Q3. Which social media site mostly affects marketing activities of Oscar?
Facebook
Instagram
Twitter
Pinterest
Others
Q4. What are the advantages of using social media technique?
Able to cover more clients
Brand awareness
24*7 accessible
Achieving competitive advantage
Q5. What are the factors which manager of Oscar must keep in mind while advertising
product or service with social media technique?
Training to employees
More innovative and new advertisements
Short and concise advertisements
Q6. What are the issues faced by managers while using social media technique?
Leakage of informations
Knowledge to competitors
Impersonal advertisement
Q7. What is the impact on social media marketing on organisation's overall growth and
development?
Positive
Negative
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Q8. What are the measures through which negative impact of social media activities can be
reduced?
Proper up-gradations of social media sites
Advertising authentic information
proper filters while posting confidential informations
Q9. Do you prefer to work with social media sites?
Yes
No
Q10. Recommend some ways to Oscar through which proper advertisement on social media
sites is possible?
DATA INTERPRETATION
Theme 1: Concept of social media technology
Q1. Do you understand the concept of social media
technology?
Frequency
Yes 38
No 12
13
Yes No
0
5
10
15
20
25
30
35
40 38
12
Frequency

Interpretation: From the above discussed graph, it is clear that out of 50 respondents, 38
have knowledge about social media techniques, while remaining 12 does not have knowledge.
So it is interpreted that it is easy for managers of Oscar to use social media sites for conducting
business activities.
Theme 2: Assistance of social media techniques in marketing activities
Q2. Does social media sources assist in marketing of products
and services?
Frequency
Yes 40
No 10
Interpretation: Above mentioned picture shows that 40 employees favours for use of
social media techniques for marketing, while remaining 10 does not have favour it. Hence it is
interpreted that social media plays important role in growth and development of association
because marketing is easy.
14
Yes No
0
5
10
15
20
25
30
35
40
40
10
Frequency

Theme 3: Major role of social site on marketing activities
Q3. Which social media site mostly affects marketing
activities of Oscar?
Frequency
Facebook 28
Instagram 6
Twitter 8
Pinterest 5
Others 3
Interpretation: As per above picture, there is discussion about different social media
application such as Facebook, Instagram, Twitter, Pinterest, etc. Above diagram shows that
majority of respondents i.e. 28 favours for Facebook, 6 favours for Instagram, 8 favours for
Twitter, 5 favours for Pinterest, while remaining 3 favours for others. Hence it is concluded that
Facebook plays crucial role in marketing activities and assist growth and development.
15
Facebook Instagram Twitter Pinterest Others
0
5
10
15
20
25
30 28
6
8
5
3
Frequency

Theme 4: Advantages of social media techniques
Q4. What are the advantages of using social media
technique?
Frequency
Able to cover more clients 16
Brand awareness 12
24*7 accessible 13
Achieving competitive advantage 9
Interpretation: From the above graph, it is identified that there are advantages of using
social media technology. This includes 16 respondents favours for cover more clients, 12
respondents says that brand awareness about Oscar is possible, 13 respondents favours for 2487
accessibility of marketing activities. Remaining 9 candidates favours for achieving competitive
advantage. Hence there is ease in creating brand image of Oscar which helps in growth and
development of organisation.
16
Able to cover more clients
Brand awareness
24*7 accessible
Achieving competitive advantage
0
2
4
6
8
10
12
14
16
Frequency

Theme 5: Factors to be considered with use of social media sites
Q5. What are the factors which manager of Oscar must keep
in mind while advertising product or service with social media
technique?
Frequency
Training to employees 20
More innovative and new advertisements 12
Short and concise advertisements 18
Interpretation: Above discussed picture shows that there are some factors which has to
be considered by managers of Oscar while using social media sites. Out of 50 employees 20
favours for training to employees, 12 favours for using more innovative and new advertisement.
18 favours for short and concise advertisements.
Theme 6: Issues faced while using social media technique
Q6. What are the issues faced by managers while using social
media technique?
Frequency
17
Training to employees
More innovative and new advertisements
Short and concise advertisements
0
2
4
6
8
10
12
14
16
18
20
20
12
18
Frequency

Leakage of informations 12
Knowledge to competitors 25
Impersonal advertisement 13
Interpretation: From the above chart, it is clear that there are some issues to managers
because this is the methods which helps to give marketing activities. From the above graph, it is
identified that there is information according to 12 respondents, 25 candidates says it affects
creates awareness in competitors about product, service, marketing strategy, etc. while remaining
13 candidates says that it is impersonal form of marketing. Hence it is concluded that there is
requirement of some changes in operations which helps to reduce possibilities of getting negative
impact.
Theme 7: Impact of social media sites
Q7. What is the impact on social media marketing on
organisation's overall growth and development?
Frequency
18
Leakage of informations
Knowledge to competitors
Impersonal advertisement
0
5
10
15
20
25
12
25
13
Frequency

Positive 36
Negative 14
Interpretation: From the above picture, it is clear that there is positive impact on overall
growth and development of association according to 36 employees. While 14 employees says
that there is negative impact. So it is interpreted that with use of social media platform
organisational growth and development is possible.
Theme 8: Measures to control negative results
Q8. What are the measures through which negative impact of
social media activities can be reduced?
Frequency
Proper up-gradations of social media sites 12
Advertising authentic information 25
proper filters while posting confidential informations 13
19
Positive Negative
0
5
10
15
20
25
30
35
40 36
14
Frequency

Interpretation: As per above graph, it is clear that according to 12 employees there is
requirement of proper up-gradations of social media sites with cost and information related to
products and services, 25 employees suggests for advertising authentic information, while
remaining 13 favours for use of proper filters to post authentic information. With the help of
these measures it is easy to get positive outcome with use of social media sites.
Theme 9: Preference to work with social media
Q9. Do you prefer to work with social media sites?s Frequency
Yes 42
No 8
20
0
5
10
15
20
25
Frequency

Interpretation: As per above graph, it is clear that there is majority of respondents i.e. 42
employees favours for work with social media sites while remaining 8 does not favours. Hence it
is interpreted that employees are ready to work with under new and innovative techniques.
CHAPTER 5 CONCLUSION AND RECOMMENDATIONS
Conclusion
From the above discussion, it is clear that there is important role of social media sites in
marketing of services offered by organisations. Social media marketing is important in current
environment because this is base through which different advertisement can be done in
youngsters. From the above data it is concluded that majority of personnel are ready to work
with social media techniques. With this if proper analysis is done then this gives positive impact
on business operations and growth and development is possible. In this research, there is use of
primary and secondary data which helps to get in- depth knowledge about change in plans and
policies. With this research tools and techniques such as sampling, qualitative and quantitative
research methods, descriptive research design, etc. are enhanced. Aims and objectives of this
research are achieved in effective manner because of proper guidance and planning of activities.
21
Yes No
0
5
10
15
20
25
30
35
40
45
Frequency

In future of research on similar project can be performed in more effective and significant
manner.
Recommendations
There are some recommendations which has to be performed in marketing activities with
social media sites in effective and relevant manner. Some recommendations which has to be
followed by managers of Oscar to get positive outcome-
 There must be social media strategy which helps to perform marketing activities in more
appropriate and relevant manner. When employees have knowledge about change in
plans and policies then they plan research activities in more appropriate and relevant
manner.
 Training must be provided to personnel related to using social media sites, replying on
customer's feedback, etc. this is relevant for providing positive impression in front of
others.
 Managers of Oscar must create partnership with social media influencers. This is the way
through which brand of Oscar can be promoted in industry and client's base can be
improved.
 There are different social media sites such as Facebook, Instagram, Pinterest, etc. which
helps to represent brand of Oscar among society. Hence there must be use of appropriate
platform which is easy to use by maximum number of consumers. It is important to use
appropriate and authentic filters so data can be safe and secure from hackers.
CHAPTER 6 REFLECTION
While conducting this research, I am able to understand role of social media in marketing
activities. This is the way through which sales and revenue can be maintained. I am able to
understand about the tools and techniques such as primary, secondary source, random sampling,
etc. Hence I am able to conduct research in more effective manner. Aims and objectives are
achieved with proper guidance and monitoring, so research is conducted within specified time.
There is issue in collection of data because of language barrier and respondents are not interested
in reverting through questionnaire. In lieu of questionnaire personal interview can be used to
collect data.
22

(Bark, Kragt and Robson, 2016)(Burke, 2016)(Eriksson and Kovalainen, 2015)(Fellows and Liu,
2015)(Forsman and et. al., 2015)(Franklin and et. al., 2015)(Hugues-Salas and et. al., 2015)
(Kornbluh, 2015)(Laursen and Svejvig, 2016)(McKenney and Reeves, 2018)(Padalkar and
Gopinath, 2016)(Pollack and Adler, 2015)(Sekaran and Bougie, 2016)(Takey and de Carvalho,
2015)(Venable, Pries-Heje and Baskerville, 2016)
23

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POPALI, S., 2019. What is the Impact of Social Media on Your Marketing. [Online]. Available
through: <https://www.ronsela.com/impact-of-social-media-marketing/>.
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[Online]. Available through: <https://www.socialmediatoday.com/content/impact-
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SIEKIERKA, K., 2019. IS SOCIAL MEDIA TECHNOLOGY IMPORTANT? [Online].
Available through: <https://www.excelacom.com/resources/blog/is-social-media-
technology-important>.
Nguyen, J., 2019. Benefits of marketing. [Online]. Available through:
<https://www.stptax.com/importance-marketing-businesses/>.
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APPENDICES
Questionnaire
Q1. Do you understand the concept of social media technology?
Yes
No
Q2. Does social media sources assist in marketing of products and services?
Yes
No
Q3. Which social media site mostly affects marketing activities of Oscar?
Facebook
Instagram
Twitter
Pinterest
Others
Q4. What are the advantages of using social media technique?
Able to cover more clients
Brand awareness
24*7 accessible
Achieving competitive advantage
Q5. What are the factors which manager of Oscar must keep in mind while advertising
product or service with social media technique?
Training to employees
More innovative and new advertisements
Short and concise advertisements
Q6. What are the issues faced by managers while using social media technique?
Leakage of informations
Knowledge to competitors
Impersonal advertisement
Q7. What is the impact on social media marketing on organisation's overall growth and
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development?
Positive
Negative
Q8. What are the measures through which negative impact of social media activities can be
reduced?
Proper up-gradations of social media sites
Advertising authentic information
proper filters while posting confidential informations
Q9. Do you prefer to work with social media sites?
Yes
No
Q10. Recommend some ways to Oscar through which proper advertisement on social media
sites is possible?
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Research Proposal Form
Student Name: ______________________ Student ID:
____________
Centre Name: _____________________
Tutor: ________________ Date:
___________________
Unit: ____________________
Proposed Title: ______________________________________________
Section One: Title, objective, responsibilities
“To analyse the impact of digital technology on business
activity of SME.” A case on Oscar.
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?):
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?
Section Two: Reasons for choosing this research project
With the help of this research, it is easy to understand role of social media platform in
marketing activities. This relevant and significant to understand different social media
28

platform and changes which has to made in operations.
Section Three: Literature sources searched
<https://www.excelacom.com/resources/blog/is-social-media-technology-important>
<https://www.socialmediatoday.com/content/impact-social-media-marketing-trends-digital-
marketing>
<https://www.ronsela.com/impact-of-social-media-marketing/>
<https://www.stptax.com/importance-marketing-businesses/>
Section Four: Activities and timescales
Activities to be carried out during the research
project (e.g research, development and analysis of
ideas, writing, data collection, numerical analysis,
tutor meetings, production of final outcome,
evaluation, writing the report):
Research refers to the process which is relevant for
understanding in- depth analysis about topic. This is
crucial nad relevant for getting positive outcome.
Introduction, Aims and objectives, Literature review,
Research methodology, Collection of data, Analysis of data,
Conclusion and recommendations, Submission of final
report.
Time scale is the technique which is used to divide whole
research activities in different time slot. This helps to
complete research within specified time.
How long this
will take:
29

Milestone one: ______introduction ___________
Target date (set by tutor): __11/03/2019__________________
Milestone two: _____________aims and objectives__________
Target date (set by tutor): _____________25/03/2019_________
Gantt Chart
Gantt chart is graphical representation of research activities in context to
their time. This helps to provide knowledge about flow of activities and
30

taking actions one after another.
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:
In this research, there is use of qualitative approach to analyse data. In this there is use of
questionnaire as primary source which is relevant for getting authentic information. Random
sampling is used which helps get partial free data and get positive outcome. Hence this helps
to achieve aims and objectives.
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.
31

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
32

Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title:
“To analyse the impact of digital technology on business activity
of SME.” A case on Oscar.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your
project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
33

Section 3: Participants
Please answer the following questions, giving full details where
necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults
How will participants be recruited (identified an approached)?
Respondents are employees in this research which is selected with the help of random
sampling.
Describe the processes you will use to inform participants about what
you are doing:
E- mail is the technique which is used to collect information from
employees which is reliable way to conduct research.
How will you obtain consent from participants? Will this be written?
How will it be made clear to participants that they may withdraw
consent to participate at any time?
Consent of participants are collected in the written form which is authentic for research
purpose.
Studies involving questionnaires: will participants be given the option
of omitting questions that do not wish to answer?
Yes No
If no please explain why below and ensure that you cover any ethical
issues arising from this
Studies involving observation: Confirm whether participants will be
asked for their informed consent to be observed.
Yes No
34

Will you debrief participants at the end of their participation (i.e give
them a brief explanation of the study)?
Yes No
Will participants be given information about the findings of your study?
(This could be a brief summary of your findings in general)
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in
compliance with the Data Protection Act (1998)
Yes No
Who will have access to the data and personal information?
Researcher access and analyse personal data from respondents because they are responsible
to collect data.
During the research:
Researcher
Where will the data be stored?
Data will be stored in computerised form.
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research:
Where will the data be stored?
35

How long will the data and records be kept for and in what format?
Will data be kept for use by other researchers? Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may
raise ethical concerns? If so, please outline how you will deal with
these:
It is important that you demonstrate your awareness of potential risks
that may arise because of your research. Please consider/address all
issues that may apply. Ethical concerns may include, but are not limited
to the following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research
(including transfer, sharing, encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s
Research and Ethics Policy: Yes No
I have discussed the ethical issues relating to my research with
my Unit Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of
the ethical issues that may arise in the course of my research
Name: Date:
Please submit your completed form to your supervisor and also
36

attach to the Research Proposal when submitting to Turnitin.
37