Assessing the Impact of Social Media and Digital Marketing on Business

This report assesses the impact of social media and digital marketing on business operations, focusing on the cloud kitchen sector and using Just Eat as a case study. It explores the concepts, methods, and techniques of social media and digital marketing, and evaluates their influence on business growth. The research includes a literature review, methodology, data analysis, and a conclusion with recommendations. The objectives include understanding the concepts, identifying marketing techniques, evaluating the impacts of social media, and providing recommendations to address implementation challenges. The report covers the background of marketing, the evolution of digital marketing, and the importance of promotion in business success, as well as the significance of the study for businesses, marketing professionals, and government. The research questions address the concepts, techniques, impacts, and recommendations related to social media and digital marketing. The structure of the dissertation includes an introduction, literature review, research methodology, data analysis, conclusion, and recommendations.

TO ASSESS THE IMPACT
OF SOCIAL MEDIA AND
DIGITAL MARKETING
IN THE GROWTH OF
BUSINESS OPERATIONS

Table of Contents
Table of Contents.............................................................................................................................................
CHAPTER 1: INTRODUCTION..................................................................................................................
Background.............................................................................................................................................3
Background of sector...............................................................................................................................4
Research aim and objectives....................................................................................................................5
Research Question...................................................................................................................................5
Rationale of studying...............................................................................................................................5
Significance of study...............................................................................................................................6
Dissertation structure...............................................................................................................................6
Chapter 2: Literature Review........................................................................................................................
Theme 1: Social media and digital marketing..........................................................................................8
Theme 2: Methods and techniques of social media and digital marketing.............................................10
Theme 3: Impact of social media marketing on growth.........................................................................12
CHAPTER 3: RESEARCH METHODOLOGY........................................................................................
Research type.........................................................................................................................................16
Research Approach................................................................................................................................17
Research Philosophy..............................................................................................................................18
Research Design....................................................................................................................................19
Research Onion.....................................................................................................................................20
Data Collection......................................................................................................................................20
Data Analysis........................................................................................................................................21
Reliability and Validity..........................................................................................................................22
Research Limitation...............................................................................................................................22
Ethical Consideration............................................................................................................................23
CHAPTER 4: DATA ANALYSIS...............................................................................................................
Social media and digital marketing........................................................................................................25
Social media and digital marketing strategies........................................................................................28
Impact of social media marketing and digital marketing on growth......................................................36
Chapter 5: CONCLUSION and Recommendations...................................................................................
Conclusion.............................................................................................................................................39
Recommendations.................................................................................................................................40
REFERENCES.............................................................................................................................................

CHAPTER 1: INTRODUCTION
Background
Marketing is denoted as promoting company’s products and services in front of the
potential customers in the respective market. In respect to the corporate sector and organizations
marketing is among the major activity which favour the entities to achieve the overall objectives
behind the business practices deliver by such organizations. Digital marketing and social
media promotion has become a crucial part of business activity as these practices belong to the
primary activities involve in doing business operations. This research project will cover all
different areas and practices associated with the marketing and promotion of the organizations
associated with the business environment (Gupta and Nimkar, 2020). Over the period of time
business environment has addressed multiple changes due to its volatile and capability of serving
new ideologies and believes which in longer context has served and catered multiple new ideas
and strategies which could expand the scale of business operations. Promotion has become one
of the major functional activity which organization cater and deliver in the regular business
operations. The background of the study is totally based on understanding the concept of
marketing and promotions in order to achieve business objectives. This study further will
reflect over the role marketing and promotion will play in against to do the business practices.
The concept of marketing and promotion is about to highlight the products and services offer by
organization in such a way that company get to convince the potential level of customers to
producer the product or services offer by company. It is necessary that organization and business
entity reflect the utility of the product and services in all its marketing and promotion activities
than only it will be capable to motivate customers to buy such products.
Competition is also a major element which influence the marketing and promotion
activity entertained by business ventures. On the basis of level of competition which organization
needed to address in respective market place entire promotion and marketing campaign is
designed and form by organizations. This study would identify and try to figure out what does
marketing operations means to an organization and also the elements involve in marketing
activity that undertake immense success of the company against the promotion activity
entertained by business ventures. Marketing and promotion has been a part of business

operations since very long time now and all these operations and activities are delivered with the
support of effective and potential strategies that can project the product of company in the best
way possible (Oluwasola, 2020). This entire study will also focus over identifying the best
suitable approaches or strategic choices which company can deliver in order to achieve the
overall promotion and marketing objectives play a role in the overall growth and success of the
business operations. Over the period of time due to the openness and healthy competition
associated with the business environment it could continuously cater to new techniques and
approaches which can favour the marketing and promotion strategies of the respective business
organizations. Earlier many traditional mode or ways that could involve in marketing and
promotion of companies like radio, television, holding and other such tactics and approaches
which could favour the marketing and promotion approaches of the business entity (Ayers,
2020). Over the period of time business environment cater to immense amount of changes which
also modified approximately every single operation and functional activity associated with the
business environment. The modern era of promotion and marketing due to technological
advancement has been keen towards modern approaches like social media marketing, digital
promotions and such related strategic choices that can allow companies to not only promote the
product or services offer by them along with these techniques favour the companies to control
respective marketing and promotion campaigns of company. Digital marketing and social media
marketing are such techniques and approaches that support businesses in not only promote the
services and products of company but also these strategies provide necessary support to control
the respective campaigns.
Background of sector
Cloud Kitchen is the services in which companies provide home delivery services
related to food products. Under this practice customer get the facility where they can order food
of their wants and interest from any restaurant, hotel or other places that offer delicious food
items. This is the modern way to deliver catering services where customers get the opportunity to
order their meal just on one click (TADELE, 2019). Companies like Just Eats are involved in
delivering the cloud Kitchen services to customers in United Kingdom. This is among the major
business entity that is engaged in delivering its services to customers across the United Kingdom.
The organization has gained immense level of popularity with the support of customer friendly
services and facilities that could convert in positive brand value across United Kingdom.

Research aim and objectives
Aim
 To assess the impact of social media and digital marketing in the growth of business
operations. A study on Just Eat.
Objectives
 To understand concept of social media and digital marketing in respect to business
operations.
 To identify different methods or techniques for social media and digital marketing in
respect to Just Eat.
 To evaluate key impacts social media and digital marketing on growth of Just Eat and its
contribution in cloud kitchen industry.
 To provide necessary recommendations for addressing the challenges of implementing
social media and digital marketing.
Research Question
Q.1) What is the concept of social media and digital marketing in respect to business operations?
Q.2) What are the key techniques of social media and digital marketing in respect to cloud
Kitchen sector?
Q.3) What are the key impacts of social media and digital marketing in the growth of businesses
in cloud kitchen sector?
Q.4) What are recommendations to address the challenges associated with social media and
digital marketing?
Rationale of studying
This research is delivered to identify the effectiveness of the marketing and promotion
activity of the business entity. This research would address all key areas associated with the
marketing and promotion in respect to business houses. The key reason behind doing this
research is to know the impact marketing campaign and operations can create in the overall
growth and success of the business entity. Over the period of time marketing has been evolved
immensely and this has also become one of the key reason behind doing this research.

Understanding social media and digital marketing concept has become one of the major reason
behind doing this entire research project. The rationale of research focuses over the importance
of the digital and social media marketing in the overall growth of the business entities. This
study will also try to evaluate the key approaches that can favor the overall success of the social
media and digital marketing tactic. The another key reason behind doing this study is to identify
the potential level of development entire marketing campaign will deliver in the success of
business entity. The focus of this study is also over addressing various key challenges that
overcome the potential success of marketing and promotional campaign.
Significance of study
Management of the Just Eat will get the potential advantage from this study as they
will get to know and understand the significance of marketing and digital promotion in the
overall growth and development of business entity. Marketing and social media professionals
who have been involved in delivering effective level of marketing and promotion campaign will
also get an eye in respect to suitable marketing and promotional strategies that can favour the
overall success of the marketing campaign. Government will also be among the key stakeholder
involve in this study as they get the clear vision in regard to grow the various social media and
digital promotion channel as the overall success of the businesses directly favour to government.
This entire study will benefit to many individuals that are directly or indirectly associated with
the marketing and promotion activities. All types of business entity not only Just Eat but other
also who are involved in delivering services under cloud kitchen sector will get a potential
advantage from this study as they get to understand the need and requirement of digital and
social media marketing activities in the overall growth of business activities.
Dissertation structure
This dissertation would be done based on the standard approach and structure used to
channelizes research report. This would start with the introduction section that would cover
research aim and objectives, research question, rationale of the study, significance of the entire
research. Furthermore, structure of the research comprises with literature review author in the
basis of the opinions and views given by different intellectual and writers over marketing will be
presented with the support of suitable theme to address all the objectives behind the research.
Furthermore, this dissertation covers the research methodology section. This section will
comprise with types of research, data collection, data analysis and other such aspects related to

the research. IN the final stage of the research data analysis section would present with the
support of collected information. Data analysis has been among the key section part of the
research that would create a huge influence over the outcomes of the entire research. IN the end
of the dissertation study the crux of the research would be concluded with the support of
conclusion section and suitable recommendations will provide to deal with different challenges
identified behind the marketing of the organisation. Dissertation structure involve following
chapters that can be denoted in the following points.
Introduction chapter: This involve brief introduction of the entire report. IT comprises with the
background, aim, objectives, rationale, significance and such related topics. This chapter of
dissertation involve precise description about the study.
Literature review chapter: This section of study involves views and opinions given by
different authors and researchers over the topic. Critical evaluation over the topic of study is
done in this part of study.
Research Methodology Chapter: This part of study involves research type, approach,
philosophy, data collection, analysis, ethical consideration like topics. This involves basic
structure of research study or the fundamental of the entire project or study.
Data Analysis Chapter: This involve analysing information. This part is conducted with the
support of questionnaire technique where peoples are involved in interview process so that
researcher can collect necessary information over the topic of study.
Conclusion and Recommendations Chapter: This part off study comprises with conclusion
and also researcher will provide necessary recommendations under this part of study.
Chapter 2: Literature Review
Literature review is a chapter where views and studios of different author is discussed.
Opinion and views provided by writers and book authors over social media and digital

promotions in respect to cloud kitchen sector will be discussed in this part of the research
project. Critical evaluation will summarise that will be helpful in identifying all positive and
negative areas associated with the topic.
Theme 1: Social media and digital marketing
Social media and digital marketing both these concepts are interlinked with each other.
Mavragani, Nikolaidou and Theodoraki, (2019), has defined as social media marketing and
digital promotion is the similar marketing concept the only difference is in form of channels used
for promotion. The basic concept of marketing is used in these practices also but the key focus is
over utilizing social media platforms and digital channels to promote the product and services
offer by business entity. Over the period of time many platforms have been evolved and
developed like Facebook, Instagram, Twitter, Snapchat and other social media platforms
along with many digital channels like Netflix, Amazon Prime, Hot star and other such digital
platforms that are involved in OTP network to entertain people. Company can use these
platforms or channels under the social media and digital marketing to promote the products and
services company is offering to its customers. The basic concept is about to promote the products
and services offer by business entity with the support of different social media platforms and
digital channels that can provide potential reach of customers. These platforms create a huge
reach of potential customers for the business entities as billions of peoples are constantly active
over these applications which create a massive reach for the companies to promote the products
and services they are offering to target customers in market.
As per the views of Karaaou and Çiçek, (2019), over social media and digital marketing
in context to cloud kitchen sector it is predicted that these are the modern techniques and
methods of promotion and marketing. These techniques use new age ideologies and tactics like
social media platforms include Facebook, Instagram, Twitter and other such platforms of
promotion and marketing. The reach of social media platforms is huge as billions of users are
constantly active over these platforms which make them significant for marketing and promotion
practices. The mass number of users constantly being involved in this platform make it more
useful in favor of the companies and business entities that are delivering business objectives
under the could kitchen sector. Especially in case of cloud kitchen sectors the entire industry
totally driven through different social media channels as the potential customers belong to the
sector are active over these networks which further expand the reach of these platforms in

respect to promote the services. The cloud kitchen sector is totally uninfluenced with the digital
marketing and social media promotion as all the obvious customer base are active over these
network.
Views of Adeola, Hinson and Evans (2020), over social media and digital marketing
denote that this entire concept is about to use the modern or latest tools and platforms to promote
the product and services of the business entity. Earlier marketing and promotion was very hectic
as it required plenty of efforts and time of professionals to deliver successful marketing
campaign. Involvement of digital channels and social media platforms has played a massive role
in the success of the marketing and promotion technique. The concept of social media marketing
and digital promotion is only not restricted to channelize the marketing and promotion campaign
along with this involve controlling the overall outcome of the campaigning. In case of marketing
controlling campaign is equally important than to deliver the marketing or promotion activities in
respect to business entity.
The concept of digital marketing and social media promotion is similar as compare to
usual marketing or promotion but the only difference is in choosing the platforms where these
campaigns will launch by the business entity. Ištvanić and et.al. (2017), has also projected in its
studios over digital marketing and social media promotion that it involves utilization of all the
major social media and digital platforms to conduct promotion of company’s products. In case of
cloud kitchen sector marketing play the key role as it allows company to attract customers to
fetch the order. The entire industry is involving order food products by sitting at home. As the
sector require digital tools and application which favor by the digital marketing and social media
marketing technique to promote the products and services of organization. Digital marketing and
social media promotion is among the primary practices which business entities are undertaking
to boost up growth opportunities for these organizations.
Theme 2: Methods and techniques of social media and digital marketing
As per the views illustrated by Kent and et.al. (2019), over social media marketing and
digital promotions of company’s product is that the entire practice is associated with multiple
techniques or methods. Organizations can use tools or platforms like Facebook, Instagram,
Twitter in regard to channelize the social media marketing practice. All these platforms carry
billions of active users all across the globe which significantly favor to the company in order to

entertain massive success against the business. In case of digital promotions platforms like
Netflix, Amazon Prime and other such platforms are used to channelizes marketing and
promotion campaigning of business entity. Ortega and et.al. (2018), projected that all these
platforms allow the organization to deliver its marketing campaign in such a way that
professionals get opportunity to not only implement marketing campaign along with they also
get the scope for controlling entire campaign. Social media promotion and digital marketing both
these campaigning create scope for business entity to not only sustain the sales capacity of
business organization along with these practices further allow the business entity to boost up
overall growth of the entity. In case of business operation growth is considered as among the
major objectives behind the operation activity deliver by organization.
In the study over digital marketing and social media promotion Prajapati and Bhavsar
(2018), has reflected the approaches like in the initial level of campaigning layout all goals are
done. This involve identifying all the goals that drive the marketing and promotion campaign.
The second step is about to identify the potential customer base and also to learn the audience.
This involve highlighting the possible consumer which business entity can attract in against to
the services and products deliver by business entity. Zahoor and Qureshi, (2017), identified that
this practice involves surveying the product to identify the audience, demographics are also
analyzed so that possible customer base can identify by the entity. The other approaches used in
the social media and digital marketing is that company do not keep the same strategy for all the
platforms used under marketing activity. Every single platform is analyzed and on the basis of
the evaluation of single platform marketing activities are deliver by the business professionals.
Every platform has its own significance and characteristic and on the basis of such
elements marketing and promotion activities are deliver by the organization. It is crucial that
based on the level of presence of target customers over different platforms diversification must
be sustained by the professionals to achieve the overall target of promotion and marketing.
Buchanan and et.al. (2018), has focuses over video driven content for promotion and marketing.
The study of author reflects that majority of potential customer base favor or take interest in
video oriented content rather than over reading material. Video driven content make marketing
activities more engaging and energetic in favor of the potential customers in market. Videos can
attract to all types of consumer irrespective of individual scale of organization to attract customer

base. It is also crucial that company usage user generated content as a part of digital marketing or
promotion activities.
Kayumovich and Kamalovna, (2019), has criticized the social media and digital
marketing in its study over the promotions as it has stated that all these platforms are full of
wrong campaigning. The criticism Facebook, Instagram, Twitter face is related to authenticity. It
is experienced that over these network many wrong or unauthentic campaigning is identified
which completely spoil the essence of marketing. Trust is a big and crucial element work behind
the overall success of the marketing activities and due to the fake campaigning and frauds with
many customers these platforms could lose the customer loyalty. It is important to gain the
success against the marketing and promotion activity that company gain trust of its customer
base against the marketing activity only if the customer has trust in campaigning. Many cases
have been reported where customer got cheated over these platforms that could demolish the
success of marketing and promotion over these platforms.
As the views illustrated by Ho and Wang, (2020), social media marketing and digital
promotion immensely influence with the social media influence. Companies approaching social
media and digital stars that are influence in nature. These stars can attract to customers very
easily. Especially in case of cloud kitchen sector where services are delivered over online
platform marketing help in engaging with potential customers in market. MacInnis and et.al.
(2020), Social media and digital influence provide a suitable basis where company get to
promote its products in such a way that customers find it engaging in respect to the product and
services it delivers. In case of cloud kitchen sector where customer loyalty plays key role in the
overall success and failure of the marketing campaign. These social media influences can
provide a support to the organization in gaining customer loyalty against the campaigning it
could deliver by the business entity. Furthermore, many other strategic choices like brand
ambassador is also a clinical practice where company can try to motivate the customers to buy
products and services offer by business entity. This strategic choice is a potential way to deliver
marketing and promotion campaign.
On the basis of opinions given by Kakouri (2020), over social media and digital
marketing strategies there are several criticisms that provide as a limitation for these marketing
tools. Many times influencers in process to earn extra money start doing wrong advertisements

and the promotion of famous people brands and products. This all creates negative environment
for the digital marketing and social media promotion. People and customers in market started
losing the interest in the product as they feel these campaigns will result into a fraudulent activity
which will result into loss of the funds and financial resources. Many times due to inappropriate
research and study social media stars start doing promotion which result into non-profitable and
bad decision-making on behalf of the potential customers in market. All these are the negative
side associated with the social media and digital marketing that result into the bad publicity and
marketing activities result. It becomes the huge responsibility of the starts and influences who
are involved in promotion and marketing activity that they should assess and analysis the market
situation and the authenticity of product they are trying to sell before doing any contract with
respective brand. This will improve the brand value of the product along with the support
towards the influence and star that are associated with the campaign. Many criticisms are face by
social media and digital promotions due to these star do not take any accountability once they
face any scandal against the marketing advertisements they try to portrait. All these create
negative environment in respect to the promotional practices used by these stars.
Theme 3: Impact of social media marketing on growth.
According to the Ekwueme, and Akagwu (2017), growth of company is now depending
upon the digital marketing and online platforms which has become major part in marketing. It
increases the social media platform of the company which help company to grow worldwide and
capture new market. New audience can be reached through digital platforms which leads to
increase in sales. Whereas, Asare (2018) criticizes that, digital marketing is time-consuming
process where marketer have to spend more time to engage the online platforms and brings
traffic to your website and timely responsive to the audience who are interested. Time is
consumed to bring new customers to your website and proper research have been done which
take time.
As per the view of Ibrahim and Liu, Schuckert and Law (2018), digital marketing
increase brand promotion to worldwide and can be known in major of the market. This market is
covered through digital platforms with the use of hashtag and updated status, reach more and
more people to engage the interested people looking for the same. It shows the brand presence to
interested customers in the market to make the purchase of the product or service. While, Huang,
and et.al. (2019), criticize that, digital platforms also bring risk of being negative impact on the

consumer. As it the powerful tool to promote the brand online, it also brings the new threat as
company enter the new market. Social media involve miscreant elements which can affect the
business strategies and plan and lead to negative marketing in the market by posting negative
comments.
As the per Baltes (2017) point of view, digital platforms develop the loyal fan base
through social media marketing. As it is very easy to communicate with the company through
online social media at any time having their query which are solved through answering on social
media platforms. While the connecting with company directly, customers feels convenient to
communicate which bring loyalty in customer base and increase goodwill in the market. While,
Chaffey and Smith (2017) argued that through digital marketing is very wide concept, its beyond
controllable and could not be measures. When something negative about the company brand
created, then the content viral all over the internet and not under the control of company.
Whereas, the marketing of content cannot be measured by the company as they reach wide and
unknown sources are also involved in marketing indirectly.
Tsopatsa (2020) states that, digital marketing is the less expensive as compare to the
traditional marketing. Online marketing is very effective and less costly which are used by the
companies and can be reach with broader market in less time. The key benefit of digital
marketing is spending less cost can cover large market. Whereas, Dumitriu and et.al., (2019)
argued that, online marketing is now very common and have very high competition in the
market. It sometimes creates very aggressive marketing for the companies to overcome the
competitive advantage in the market.
As the views guided by Dekimpe and Deleersnyder, (2018), social media and digital
marketing created a very favourable impacts over the business operations of organization. Both
these network create favourable impact over the overall scope of business growth. In case of
cloud kitchen sector where the entire industry depends upon the level of presence companies
own over these digital promotion platforms as they support the business entity in engaging with
customers in market against the services and operations entertained by the organizations. Digital
and social media marketing is a major technique which companies and business organizations
are using in the current time frame. The biggest impact these techniques and practices created is
over the growth and development of business entity. In the process of growth marketing or
promotion play dominating role. This allows companies and enterprises to establish positive

brand value that favour the overall growth and success of business entity. Sharmam, Ahuja and
Alavi (2018), has illustrated that marketing and promotion create the most positive impacts in
form of brand value. It cherishes the brand value of company that significantly boost market
presence of business entity. Brands loyalty is among the most crucial element that favour from
the marketing and branding that immensely improved the potential level of outcome against
business practices delivered. The biggest advantage of digital marketing and social media
promotion is in form of global reach. Companies that are involved with these practices create
global level presence and reach of their own. This also create efficient cost for the business
entity. As digital promotion is a cheaper way to promote the product and services of company
which also make it more favourable and preferable in respect to the companies. It also helps in
personalizing services that is also a part of cloud kitchen practice.
Khlaikaew, Buakwan and Chaiyakot (2017), has criticized the digital and social media
promotion as this requires time. In case of digital and social media promotion time is very crucial
the effectiveness of the campaign can only be measured after devoting the specific amount of
time into campaign run by business entity. Competition is also high and aggressive in case of
digital and social media marketing in current situation as every single organization is looking
forward to delivering this option as a part of business practice. The healthy competition over this
platform also result into ineffective results for the small or growing nature entities. Apart from
other issues security related concerns and data protection is also a key issue involve under digital
marketing and social media promotion. Many cases have been registered where client faced
problems and unethical situation due to leakage of information from these platforms. All these
create negative impacts over the growth and development of business organization.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is denoted as the contextual framework of entire research study.
This is a coherent and logical scheme involve views, beliefs, values and choices that guided the
researcher to collect information in the most critical way possible. Research methodology section
of dissertation chapter comprises with type, approach, philosophy, design, data collection, data
analysis and ethical consideration.
Research type
Research is of different types on the basis of the nature or topic over which the study is
conducted by researcher. On the basis of research type entire study is conducted by the research.
The research type is segregated into different types such as qualitative type of research and
quantitative type of research. Qualitative research type comprises with information in
qualitative form such as theories, models, believes projected in different studios done by authors.
Qualitative research type further comprises with techniques like case study, in depth interview,
focus group, ethnographic research, content analysis and other theoretical format information

(Gonçalves, 2019). Descriptive way or approach is used to deliver overall objectives behind the
research study conducted. This research is very precise and cherish information that can provide
some kind of brief overview over the topic of research. Qualitative type of project involves both
theoretical form of information along with the statistical information or knowledge based on the
overall objectives of study. Many times' literature review is the suitable approach to deliver this
type of study as it covers all information that comprises with theories, models and studios
involve in doing the study.
Furthermore, quantitative research is another type of research involve in the study. This
involves information in statistical form or figure. All information used under this type of
research is in mathematical form. Data in mathematical form or manner is used under the
quantitative type of research. This research type is about the systematic investigation of
phenomena gathered through quantitative data and information. Different approaches like online
survey, online polls and other such techniques and methods are used to deliver the overall
research (Zhao and et.al., 2020). Quantitative type of research always collects numerical form of
information on the basis of the topic of research. This is all about using figures and data form of
information to conclude the entire study. Quantitative research is very precise in nature and very
specific in context that allow the researcher to achieve the overall objective behind the research
study conducted. This research is based on the qualitative type of research. This study is
suitable for this research as it involves theoretic information which matches with the objectives
set behind this study. Qualitative research type involve information and knowledge comprises
with models, theory and other form of information that support the objectives of the study. The
aim and objectives set for this study required models, theories and mathematical form of
information that can provide support to researcher in achieving all the requirements of this study.
As it comprises with evaluation of impacts along with methods that can only be measured with
the support of data and facts.
Research Approach
Research approach is denoted as the plan and procedure that consist up the steps in
respect to assumptions for detailed methods related to data collection, data analysis and
interpretations. Research approaches are of three different types such as deductive, inductive
and abductive. In case of deductive approach is directly associated with the scientific
investigation. In this approach existing theories will be assessed and analysed based on that

theories hypothesis are developed under this approach (Brown and Tidy, 2019). Deductive
approach immensely influenced with the existing theirs and policies are utilised to achieve the
overall objectives and aims drafted for the study. This approach immensely depends upon testing
theories already drafted over the topic of study. The patterns followed under this approach is
about to identify theories associated with the topic of study, creation of hypothesis based on
theories and knowledge collected through theory of study, observations are formed based on the
theories and hypothesis collected earlier and in the end confirmation or rejection stage is
achieved.
Inductive approach further starts with the inductive reasoning that involve observation
and theories that can support in achieving objectives behind the study. This study more emphasis
over the observation aspect of the study based on the theories and policies of study. This
approach involves searching the patterns with the support of series of hypothesis. The identified
hypothesis does not implement in the initial stage of the research. Under the inductive research
approach information collected are analysed and evaluated to reach the objectives and aims
behind the study conducted. The main emphasis of the inductive approach of research is over
generating meaning out of the data collected in process of evaluating patterns and relationship to
establish a theory (Davidavičienė, 2018). This study does not prevent researcher for using the
existing theories in process to meet objectives of studios. Rather this is about to analysis and
assess the theories and information with the support of observation at a critical level. Due to the
critical observation this approach will focus over both positive and negative side of the study.
The process follow under this approach is the observation at the beginning of the study,
identifying patterns that can implement over such observations and formulating theories that can
meet research aim and objectives.
In case of abductive approach entire process of research is devoted into explanations
about incomplete observations, surprising facts or puzzles specified at the initial stage of study.
This approach is also considered as among the crucial approaches used for doing the entire study.
ON the basis of the set patterns used in research study is further devoted to explanations of this
phenomenon by collecting information in qualitative or quantitative form to reach the overall
aim and objectives of the study (Venable, Pries-Heje and Baskerville, 2017). This study will use
deductive approach so that overall objectives and aim of the study can meet by researcher. This

approach will be suitable on the basis of the aim and objectives formed that will guide researcher
towards the right direction in context to the study.
Research Philosophy
Research philosophy have 2 type interpritivism and positivism and for this research
interpritivism will be applied. The scholar has taken the approach which fit the best in the
research aims and objective. Both approaches of research have different aspects and their
advantage and disadvantage in own style.
Positivism approach state that relate with the methods of natural science which is also
related with the deductive logical reasoning. This can be either proved or they can't be proved.
This approach includes both aspects and can't be provided with one of them (Žukauskas, P.,
Vveinhardt and Andriukaitienė 2018.). The positivism uses only those data which is collected by
the researcher is verified and value free manner, which include qualitative and quantitative data.
Through this approach, calculations and equations can be developed. This approach has the
limitation that shows inflexible data and cannot address some aspects like personal behaviour,
act and motivation. The data collected by the scholar is verified data in the numerical form which
can be calculated easily and understandable.
Whereas, interpritivism approach shows the understanding of why and how someone
feels or act, which is not possible in the quantitative terms. This approach shows the in-depth
analysis of words, actions and act of someone. This researcher focus on the situation arise and
the behaviour on the situation arises and the way to interpret (Kennedy, 2017.). It believes and
understand the personal aspect of life, human nature and actions taken by the on the situation
arises. The data is very flexible and can be collected and analysis easily by the researcher. The
interpritivism approach cannot produce generalize law as data cannot be guaranteed as it may be
grey or subjective. While this approach understands aim and study accordingly while also
remove the rigidity that positivism study does.
For the dissertation, scholar have selected the interpritivism approach because it gives
more accurate data and can be related with the aim of the research easily. The qualitative data
which is collected and shows more specific data as it directly shows the personal behaviour, act
and actions which occur at the different situations and time. This approach is selected as over
aim is required with the changing behaviour of people according to time and situation, so to
interpret the data more of personal behaviour is required in the research and to know the end

result of the research topic (Dougherty, Slevc, and Grand, 2019). The data is also very flexible to
interpret with the different situation taken in the research.
Research Design
Research design is denoted as the framework associated with methods of research and
techniques chosen to meet the overall aim and objectives behind the study. The design of the
study is segregated into different segments like descriptive design, experimental, correlation,
diagnostic and explanatory research design. Descriptive research design solely involves
under describing entire situation. Experimental research design is about to establishing relation
in between cause and effect of the entire situation (Bisdas and et.al., 2019). Correlation research
design is identified as non-experimental research design or technique that guide researcher to
establish relationship between two closely connected variables. Diagnostic research design
involves looking to evaluate the underlying cause of a specific topic or phenomenon.
Explanatory research design involving researcher idea and thoughts over a subject. This
research study is based on the descriptive research design.
Research Onion
Research onion involve development of research work This is the layers of the study.
Under this proper framework is developed that denote different layers’ part of the study. From
top to bottom different layers are introduced under research onion. Research onion stages are
identified as research philosophy, research approach, research strategies, research choice and
research time horizon. All these are different layers associated with the study. This aspect of the

study denotes different areas part of the study which researcher will involve in order to achieve
the overall aim and objectives defined behind the study. This part of the dissertation projects all
the stages and steps taken to meet the overall research objectives,
Data Collection
Data collection stage is about to collect the information required to achieve the overall
objectives and aim defined for the study. Information and knowledge that is required to achieve
the overall objectives of the study is identified at this level of research project. Data collection
stage is conducted with the support of methods like primary method of data collection and the
secondary method of data collection. Primary method of data collection is about to collect the
fresh information to achieve the overall aim and objectives behind the study. Under this practice
information are collected by putting individual efforts of researcher. Methods like taking
interviews, sessions and other such practices are used to collect the best level of information to
reach the overall objectives of the dissertation (Larshin and Lishchenko, 2018). The information
collected at this level is fresh and not modified which further improve the reliability of the study.
Secondary method of data collection is another crucial technique used to collect the information
for the study. Under this technique information that has already consumed by other researcher
and professionals are used to reach the final objectives of the project. Different techniques like
internet sources, other researches already conducted over the topic, books, journals, articles and
other such techniques are used to achieve the best level of information for the research project.
This study will consume the secondary research as the current COVID situation do not allow
researcher to generate information from the primary way or sources. Secondary research will
support the researcher to collect the best level of information on the basis of the need and
requirements of the study. Literature reviews provided by different intellectuals and researcher
will be used to collect the information and knowledge.
Data Analysis
Data analysis is the process is to discover the useful information for a business decision-
making through transforming and Modelling data (Thomson, and Emery, 2014). The purpose of
data analysis is to know the useful information from the data and decision are made from the
findings of data analysis. There are two types of methods through which data is analysed:
Thematic Analysis: These methods used when qualitative data is collected. The
researcher analyses qualitative data through people opinion, views, knowledge and experience

about the particular topic collected with either interview transcription, survey or social media.
These data are collected through group of people who are relevant to researcher topic. This data
can be collected easily and are very flexible to interpret data and also collected in the large data
set (Miles, Huberman and Saldaña, 2018).
SPSS Data Analysis: It is a software which calculate the statistical data from the
quantitative data collected in the numerical form. The functions of the SPSS include the
Frequencies, bivariate statistics and cross tabulation. This data enables the researcher to collect
the valid data and predictive models using advanced statistical procedure. The numerical data is
being used to calculate and measure the data for end results. This data is not so flexible and
easily available for the research while they are just prediction and not fully correct.
The scholar has taken Thematic approach to collect the qualitative data for the
dissertation. As objectives are reached through qualitative data and can be easily interpreted by
the scholar. The researcher collects quantitative data through secondary source which are gather
and interpreted to finds the results and achieve the objective of research.