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DECISION-MAKING PROCESSES FOR BUSINESSES AROUND DIGITAL AND SOCIAL MEDIA MARKETING

DECISION-MAKING PROCESSES FOR BUSINESSES AROUND DIGITAL AND SOCIAL MEDIA MARKETING

The aim of the project
The main aim of the research is to analyse the decision-making processes for businesses regarding the use of digital and social media marketing. Based on the aim of the project, there are several objectives that had been formulated in conducting the study:
• To identify the processes of decision making in businesses
• To understand the importance of digital and social media marketing.
• To analyse the decision-making processes of the businesses in digital and social media marketing.
• To recommend strategies to businesses in improving their decision-making processes on digital and social media marketing.
Research Methodology
The following methods would be used for conducting the present study:
• Research Design
Based on the aims and objective of the study and since the study is focused on understanding the decision-making process that reflects human behavior, the research design that has been selected to conduct the study is qualitative. A qualitative research design, in assimilation with the secondary data collection method, allows the researcher to assess research gaps in past studies and provide relevant answers to fill those highlighted research gaps (Bell, Bryman, and Harley, 2018).
• Research Maturity
The research maturity that has been selected in this project is explanatory as the study will focus on understanding the decision-making processes of the business in their digital and social media marketing. The explanatory research is usually conducted on explaining the cause and effects (Easterby-Smith et al., 2018) therefore, the decision-making process regarding social media and digital marketing would be explained.
• Data collection and analysis
There are two methods that are usually used by the researchers in the collection of data that consist of primary and secondary. In this study, the secondary sources will be used in the collection of data, in which the existing studies that had been conducted regarding the decision-making process in social media and digital marketing will be reviewed (Saunders, Lewis, and Thornhill, 2015). The sources for collecting the secondary data are mainly through Google scholar and emerald insights which consist of many existing studies regarding the topic. The method for analysing the collected data is through content analysis in which the existing studies and reports would be critically reviewed and evaluated (Flick and von Kardorff, 2004)
Theoretical approaches
The theoretical framework or approaches is an important part of the study as it supports the researcher in connecting existing knowledge and theories with the research. Based on the aim and objective of the study, the theories that are applicable to the research are “Two Step Flow Theory” and “Social Network Theory”.
Purpose of the study
According to the study of Whiting and Williams (2013), digital and social media marketing has become a critical area of interest for the practitioners and scholars. From the research, it had been found that around 88% of the marketers in business have been utilizing social media as around $60 billion annually has been spent in social media marketing. There are various social media platforms that are being used by the businesses in promoting their brand image which consists of Facebook, YouTube, Instagram, and others. The study of Power and Phillips-Wren (2011) has indicated that the use of social media marketing requires time consumption and investments; therefore, it is critical for the businesses in making an effective decision that would result in causing benefit to the company. Thus, the study is focused on analysing the decision-making processes on social media and digital marketing.
Literature review
The decision-making process regarding social media and digital marketing can have a significant impact on management and organization. There is a high number of social tools that are being introduced which leads towards the increasing of mobile wireless computing. This results in causing challenges for the management and organization in making effective decisions (Kaplan, and Haenlein, 2010). Moreover, the study of Power and Phillips-Wren (2011) has highlighted that managers are required to understand the trends and opinions of the customers before making decisions on using digital and social media marketing.

References
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university press.
Easterby-Smith, M., Thorpe, R., Jackson, P.R. and Jaspersen, L.J., 2018. Management and Business Research. Sage.
Flick, U. and von Kardorff, E., 2004. 1 What is Qualitative Research?. A companion to qualitative research, 1.
Kaplan, A.M. and Haenlein, M., 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), pp.59-68.
Power, D.J. and Phillips-Wren, G., 2011. Impact of social media and Web 2.0 on decision-making. Journal of decision systems, 20(3), pp.249-261.
Saunders, M., Lewis, P., and Thornhill, A. 2015. Research Methods for Business Students. 7ed. Harlow: Pearson
Whiting, A. and Williams, D., 2013. Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), pp.362-369.

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