Research Project: Analyzing the Impact of Digital Technology on H&M

This research project examines the impact of digital technology, particularly social media, on the marketing activities and overall business of H&M. The report begins with an introduction to digital technology and its significance in modern business, followed by a literature review exploring the concept of social media technology and its application in marketing. The methodology section outlines the research approaches, methodologies, and methods used in the study, including research philosophy and design. The data collection and analysis chapter details the data gathering process, data presentation, analysis, and discussion of the findings. The report investigates H&M's use of social media platforms like Facebook, Twitter, and Instagram, and analyzes their impact on consumer engagement, sales, and brand value. The project addresses research questions regarding the understanding of social media technology, the marketing methods employed by H&M, the influence of social media on marketing activities, and the role of social media in enhancing sales and value. The conclusion summarizes the key findings, offers recommendations for H&M, and identifies areas for future research. The report includes a Gantt chart outlining the project timeline and resources. The project's aim is to analyze the impact of social media technology on the marketing activities of H&M, providing insights into how the company can leverage digital tools for improved market share and profitability.

RESEARCH
PROJECT

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................1
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
2.1 Introduction...........................................................................................................................5
2.2 Literature Review..................................................................................................................5
CHAPTER 3: METHODOLOGY.................................................................................................12
3.1 Research approaches...........................................................................................................12
3.2 Methodologies.....................................................................................................................13
3.3 Research methods................................................................................................................15
3.4 Research philosophy...........................................................................................................15
3.5 Research Design..................................................................................................................16
CHAPTER 4: DATA COLLECTION AND ANALYSIS ...........................................................18
4.1 Data collection....................................................................................................................18
4.2 Data presentation, analysis and discussion.........................................................................18
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS ..................................................36
5.1 Conclusion...........................................................................................................................36
5.2 Recommendations...............................................................................................................36
CHAPTER 6: PERSONAL REFLECTIVE STATEMENT..........................................................38
6.1 Areas for further research....................................................................................................38
REFERENCES..............................................................................................................................39

Title: To analyse the impact of digital technology on business activity. A study on H&M.
CHAPTER 1: INTRODUCTION
Overview of Research
Digital technology refers to use of the digital resource to search, analyse,
develop, communicate and also use the information in digital context in an effective
manner. In this modern era, digital businesses use the technology in order to develop
the new value in models of business, consumer experience and internal capabilities
which support core operations. The people are spend money online for shifted business
to digital sources of revenue and digital channels (Barnes, 2013). Development of digital
economy made the people familiar with the digital services as well as products which
has driven the organisations to seek towards the new competitive benefits in digital
space. The digital business develop competitive edges which are based on the unique
combination of the physical and digital resources. The organisations use different kinds
of digital tools in their business for an instance social media, mobile technology, clod
computing and many others. Among all the tools, social media technology is one of the
effective technology that help an organisation to conduct the marketing activities in an
effective manner. The social media technology is use of the social media platforms for
promoting the service or product.
Under this, many of the social media platforms have built- in the data analytics
tools that enable the organisation to track success, progress and engagement of
advertisement campaigns. With the help of using social media marketing, firms can
address range of the stakeholders such as customers, employees, general public,
bloggers and many others (Berthon and et. al., 2012). While using the social media
marketing, company can allow the internet users as well as consumers to post user-
generated content for an instance reviews on products, online comments and many
others. Under this, social media marketing is one of the most powerful way for the
business of all sized in order to reach consumers and prospects.
Background of Research
Social media technology refers to procedure of gaining an attention by social
media sites. It is form of the internet marketing that includes developing as well as
sharing the content on the social media networks in context to attain marketing and
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branding objectives. It consists the activities for an instance image updates, posting
text, videos and some of the other content that help in drive engagement of audience
and paid the social media advertising (Broadbent, 2016). With the help of using social
media marketing, company can promote its services and products in an effective
manner. H&M is multinational clothing retail firm that is known for the fast- fashion
clothing for women, children, men and teenagers. It operate its companies in around 62
countries with more that 4500 stores. It is second- largest global retailer of clothing and
has online presence in almost 33 countries. This company has active social media
presence of all main networks consisting Twitter, Instagram, Facebook and LinkedIn. It
have various profiles which dedicated to various geographical locations it have outlets.
With the help of using different social media tool, company can grab attention of large
number of consumers in different markets. In this present time, social media is most
necessary platform for all brands. The H&M has developed its presence to the 11 new
markets last year and reaching total of the 35 markets by using e- commerce. For the
effective marketing of products and services, this company has used the digital media.
The social media is helpful in attract the new consumers and also retain old. On the
other hand, H&M has largest audience on the social media and also most engaging as
well as talked about fast fashion brands.
Research Aim & Objectives
This investigation take in to consideration aim “To analyse the impact of social
media technology on marketing activities of organisation.” A study on H&M.
Related to aim of research, there are some objectives mention below:
 To understand the concept of social media technology.
 To identify different methods used by H&M for performing marketing activities.
 To determine the impact of social media technology on marketing activities of
H&M.
 To analyse the role of social media technology in enhancing the sales and value
of H&M.
Research questions
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Under this, investigator is responsible to explain research questions in a proper
manner by providing proper guidance to finish the research work (Chae and Ko, 2016).
Under this, research questions are based on the research objectives:
 Do you understand the concept of social media technology?
 What are the several methods that are used by H&M for performing marketing
activities?
 Explain the impact of social media technology over marketing activities of H&M?
 What is the role of social media technology in enhancing sales and value of
H&M?
Reasons for choosing this research project
This investigation in to consideration on analyse the impact of social media
technology on marketing activities of organisation. It is regarded as valuable in nature
when it comes to the certain purpose. The major reason behind conduct an
investigation is to identify way under which the social media technology support an
organisation for make improvement in it marketing activities which help in support
attaining the more market share along with profit level (Chae, Ko amd Han, 2015).
Presently, H&M facing the some problems related with the negative publicity over
different social media sites because of comments received from dissatisfied consumers.
Through conducting this investigation, organisation can determine effective ways to
overcome from them. On the other hand, this research will help of a learner to increase
its knowledge related to the various ways under which the social media aids firm to gin
the success in competitive market. From conducting this investigation, learner can able
to perform the research activities in future related to any specific area. It will help in
career in future.
Activities and timescales
For conduct this investigation, there are many activities in research which need
to be performed in a systematic manner. Under this, it is a responsibility of an
investigator to arrange activities on the basis of set time period (Christodoulides,
Jevons and Bonhomme, 2012). It will help a researcher to completing an investigation
with in given period of time. For this, researcher develop a Gantt chart and it provides
the graphical illustration of schedule that aids to help, coordinate and also track the
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particular tasks in project. It is a kind of the bar chart that illustrates schedule of project.
Mainly, it is used for tracking the schedule of project and able to show the additional
information regarding different tasks of project.
Research Action and Resources Planning Form
KEY ACTIVITIES
(MILESTONES)
TIME-SCALE (PLAN OF
ACTION)
RESOURCES REQUIRED
(EQUIPMENT,
SOFTWARE, AND
PERSONNEL ETC.)
Research Proposal
Discussion
20/10/18 Personnel
Design and Development
of Questions,
Emails, and Letters
25/10/18 Personnel
Identification of Data
Sources
30/10/18 Equipments
Discussion with Supervisor
to evaluate
sources
03/11/18 Software
Submit First Draft of
Research Proposal
with Supervisor
08/11/18 Email
Review and Amend 16/11/18 Personnel
Submit Final Draft of
Research Proposal
23/11/18
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to the Marker
Data Collection: Secondary
and Primary
01/12/18
Review and Organise Data 27/12/18
Analyse Data 04/01/19
Additional Data Collection 11/01/19
Recommendations,
Results and
Conclusions
16/01/19
Review and Edit 19/01/19
Organise and Synthesize 19/01/19
Submit Final Reports 20/01/19
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
It refers to the scholarly paper that consist current knowledge consisting the
substantive finding and theoretical contributions to specific topic. It provides the
direction to conduct an investigation to specific topic. On the other hand, literature
review is search as well as evaluation of available literature in selected research topic.
In order to conducting the literature review part, there are secondary sources
considered for an instance books, articles, journals, magazines and many others. It
provides explanation as well as summary of complete and the current knowledge state
on limited topic found in journal articles and the academic books. For completing this
part, researcher consider the opinions as well as view point of different authors and
writers in an effective manner.
2.2 Literature Review
Concept of social media technology
According to the Margaret Rouse, (2017), Social media introduces as the
collective of online communications channels that dedicate to community based input,
collaboration, interaction and content sharing. There are different types of social media
such as Facebook, Twitter, Google+, Wikipedia, LinkedIn, Reddit, Pinterest, Etc. Social
media technology is more essential for an organisation to promote their products and
attract large number of customers easily. It is helpful in promoting the services and
products as enable distribution of targeted and exclusive sales. With the help of using
social media, firm can develop the better relationship with consumers. Literature review
is important in the social media platform as it helps as with deep knowledge about the
porns and corns of social media. It resolve the conflicts occurring in the previous topic. It
can be gathered from the various sources like, books, journals, newspapers, articles
etc. The advantages of social media platform is that it helps the firm to attract targeted
customers and serve 24/7 hours facilities to it's customers. The disadvantages of this
topic is that customers can not touch the product before purchasing it from the social
sites. Organization should use social media to raise the sales volume in the market and
business can sustain in the market.
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On the basis of opinion of MAYA DOLLARHIDE (2019), it has been stated that
technology has changes ways under which business conduct. The social media
consists mobile based and web- based technologies which are mainly used to turn the
communication in to an interactive dialogue between people, organisations and
communities. The H&M organisation is rated as one of post looking at how the brand
uses the different social network. Under this, social media technology facilitate the
business by communicating with consumers and enable social interaction on e-
commerce sites. In context to this, its ability to gather relevant and accurate information
helps in focus on the market research as well as marketing efforts. It is helpful in
promoting the services and products as it enables target distribution, timely and also
exclusive coupons for consumers. The H&M is a large size organisation and it conduct
its business operations at large scale. This company uses the different social media
sites for an instance Facebook, Twitter, Instagram etc. With the help of these social
media sites, H&M interact with the consumers and also aware them about the services
as well as products. Through this, it can make the better connection with consumers
and create a strong customer base.
Different methods used by H&M for performing marketing activities
According to the Vicki Woschnick, 2018, there are different methods applied by
H&M for performing their marketing activities. Internet marketing, paid media marketing,
word of mouth marketing etc. are consider best methods which will help an organisation
in performing its marketing activities in systematic manner. All these are essential and
effective for an organisation to promote their products and services to customers and in
market. Thus, with the help of these, H&M can easily improve their growth and
reputation in marketplace. It will also assist them in retaining strong position in market.
The disadvantages of not using marketing activities is that it will decrease the profit
maximization of the firm. Marketing activities are essential foe every business to sustain
in the market. Business associates use various methods to perform marketing activities
which are as follows:
Know when to advertise: H&M deals in clothing sector of women, men,
children's, teenagers and kids. But when it comes to seasonal clothing like, (woollen
cloths, wedding dresses) etc. then business associates should be aware about product
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