Digital Media Marketing Research Project

Digital Media

By definition, digital media refers to digitally compressed content that includes photos, audios and even videos, which are then encoded and shared via computer networks. The past decade has experienced a surge in new technology that affects digital media, including the continued release of new and better computers, phones and the tossing of old models. Digital media has affected how a majority of the activities in the world take place; the quality of normal day to day activities has also been highly affected by different digital media works. Learning about the different digital media works and the devices that aid them makes it easy to know how to live within the new standards that continue to be set through this platform.

The focus of this paper is the smartphone. This device was created in the year 1994 where it was only able to work in fifteen states in America. Around twenty years down the line, the smartphone has developed in ways that its inventors never thought was possible. With the numerous apps that it contains and the hundreds of functions that every basic smartphone can perform, digital media continues to thrive. Movies are a type of digital media that have had a lot of resources poured into their development and creation. In the past, it was only possible to access movies at the theater whereas today, people have all the movies that they can watch on their smartphones. The devices have affected the profits that theaters made in the past since people are capable of accessing them even before they reach the theaters. This has affected some human activities by rendering some people jobless, such as people who were previously employed in theaters (Dewdney and Ride).

The kind of advancement that is used in the creation and functioning of the smartphone has led to the users of the phone having open access to all sorts of programs and information found on the internet. People can share information, pictures, and videos with very little restrictions. This has resulted in people making all their decisions based on what the trends state, thus showing the extended influence that smartphones and the digital media accessed through them has on its users. Apps such as Snapchat, have their subscribers taking videos and sharing them with anybody willing to see them on the internet. This has led to human interactions being reduced to interactions through the internet. Smartphone users have very limited face to face interaction with others since they are constantly found on their mobile phones.

Another function of the smartphone is that it makes it easy for gamers to access their games even when they are away from their consoles. The gaming industry is a part of the digital media world that has greatly grown in the past decade. Day after day, new and more improved games come up, most having more and more realistic formats that enable the users to feel like they are in the actual game.

The game developers have gone an extra mile and ensured that a majority of the games have a version that is accessible on smartphones, such as the famous “Call of Duty.” These games have made it increasingly difficult for the gamers to leave their homes and do things that are a lot more productive. Some extreme gamers go to the extent of not leaving their houses for long periods of time simply because they cannot stand being away from their games; and when they do leave the comfort of their homes, they play on their phones. Though they are helping in the growth of the video game industry, some of their activities are affected, such as their health, their social relationships and in general their social skills.

Some smartphone companies have even decided to go into business with owners of video games, where they have the video games featured as part of the apps that are provided on the phone. This has become very advantageous to all the parties involved, and the smartphone companies make more money, the video game owners make money since people play their games and the gamers have something to do with their phones. However, it is important to note that having the games on the smartphones further promotes the anti-social behavior that is exhibited by most gamers. Another effect seen on the human activities is that most smartphone users are not able to cope with a situation in their real lives as they are used to the gaming reality (Healey).

The smartphones are the greatest aids of social media. Numerous social network forums have been created over the past few years, and they are all accessible through the mobile phones. An example of such social media is Facebook. This is a social network that has millions of subscribers who use it to voice their opinions and share parts of their everyday lives with other all over the world.

Digital Media
Digital Media

Such platforms have taken over how people work their life choices and everything that impacts their lives. Social media has transformed the world from a place where people had very high levels of privacy to a place where nothing is private. One can access information about a person by simply using their phone to go through their different social media accounts. Further proving how nothing is private any longer (Matheson). When watching the news, there is always some form of news that is related to social media, showing how much it affects our lives (Healey).

Social media has also made it possible for people to voice their opinions on the issues that affect them. Unlike the past where people could only voice their frustrations about the decisions taken by companies and governments through strikes and other forms of industrial action, today people take their opinions to social media. The most recent example of using social media as an outlet is the “black lives matter movement.” People used social media to show that they were not impressed with the number of African Americans lives that were lost in the United States in a very short span of time. This is a very good example of how social media, has been used to affect human activities (Demers).

People used their mobile phones to spread the message on the importance of black lives. Smartphones have also aided in the increase in negative activities. Schools allow students to have their smartphone even in school, and this has led to the increased cases of bullying. Some students use their phones to access very private information about their “enemies” and then spread it to the rest of the school. This leads to extreme cases of bullying being witnessed in learning institutions.

Smartphones allow people to have access to very many forms of digital media, be it games, movies and or social networks. The forms of digital media that are accessed on smartphones are very similar to those accessed using tablets. Smartphones have taken over what most people do with their time. Though governments have tried to restrict the kind of information that people can access through their smartphones, a lot of it is still accessible to them. The smartphones have a lot of influence on the direction that people take. Numerous human activities continue to be influenced by the different digital media works that are accessible on smartphones. The rate of productivity in teenagers has also reduced when compared to a decade back because the teenagers are constantly on their phones. Some parents go to the extent of buying smartphones for children as young as seven years old, thus exposing them to the many dangers that lurk on the internet. When exposed at such an age, the children have to learn how to live with the social expectations that the society imposes on them through the internet (Perse).

That aside, the digital format in smartphones has made them the most recent form of media use. Using an example of Samsung and the iPhone series, one can see the influence that the two brands have on human activities. The two companies are constantly trying to outdo each other by coming up with new phones, one after the other. Therefore, people work to obtain the latest models of the smartphones. This means that people have become more focused on working to buy the smartphones than working to achieve other goals.

Conclusion

Digital media is the world that is yet to be fully understood and developed. Those people that have managed to break into the digital market have reaped a lot of profits from their ventures. Digital media works have had a lot of influence on human beings for over a decade. People have changed how they view matters depending on how social media reacts to what they have done. Human activities have changed since they have had to evolve so as to reap the many benefits that digital media has to offer. There have been some very notable forms of digital media that have affected how people view things.

A good example is a movie, 12 years a slave that got a lot of media attention by showcasing the plight of a black slave. The movie got people talking and brought up a new form of respect for African Americans whose ancestors were slaves. All in all, people should not let digital media affect their behavior and lives in negative ways. They should make sure that they follow only the positive works that promote and improve the quality of their lives. Parents should also take it upon themselves to ensure that the digital media works that their children are exposed to are closely monitored. This will help curb bad behavior such as bullying, which may develop at an early stage. Digital media works have been thoroughly promoted through smartphones; therefore it is important to make sure that whatever one does with their smartphone does not negatively affect them in their present or future life.

Works Cited

Demers, Joanna. “Discursive Accents in Some Recent Digital Media Works.” Oxford Handbooks Online, 2013.

Dewdney, Andrew, and Peter Ride. The Digital Media Handbook. Routledge, 2014.

Healey, Justin. Social Impacts of Digital Media. Spinney P, 2011.

Matheson, Donald. Media Discourses: Analysing Media Texts. Open UP, 2005.

Perse, Elizabeth M. Media Effects and Society. L. Erlbaum Associates, 2000.

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Marketing Dissertation Price Supermarket Industry

Investigating the Impact of “Price” As a Positioning Factor in the UK Supermarket Industry: A Study of Tesco

Dissertation Topic: Price Positioning in the UK Supermarket Industry. Tesco is currently the market leader in the UK retail industry (and has been since 1995), since the launch of the Tesco Clubcard. It has been claimed that Tesco has created customer loyalty by introducing the Clubcard. However, it is possible that the Clubcard does not necessarily create loyalty; rather, it helps the company to understand and predict customer behaviour, and to an extent, influence customer behaviour through various price deals and offers.

It has been established that customer loyalty can certainly improve the probability that an organisation’s profits will increase. In the case of Tesco, loyalty has not actually been created although the company has established a way of predicting and influencing consumer behaviour (to an extent) through the loyalty card. Since customer satisfaction is one of the key ingredients that contributes towards customer loyalty, it can be said that at the moment, Waitrose, Aldi, and Lidl are at a better position to create customer loyalty, for whatever reasons.

Supermarket Industry Pricing Strategy
Supermarket Industry Pricing Strategy

Customers generally do not differentiate the companies based on the prices they offer, rather, they differentiate the products based on the perceived quality. The problem is that companies such as Tesco, Morrisons, and ASDA have similar price structures, and as such, pricing may not be the point of difference for the consumers. Tesco’s positioning on the basis of price (every little helps) may not help the company to gain a significant advantage over the competitors, although it may contribute to maintaining this advantage.

Dissertation Objectives

Based on the assumption that pricing is not the factor by which consumers differentiate companies, the following research objectives have been composed:

  • To analyse the extent to which pricing is a differentiating factor (as seen by the customer) that influences consumer buying behaviour in the supermarket industry
  • To identify whether price positioning (as seen by the customer) is a viable option for supermarkets

1 – Introduction

Statement of the Problem
Research Objectives
Research Questions
Hypothesis
Dissertation Outline

2 – Research Methodology
The Research Philosophy
Ontology
Epistemology
Position on Philosophy
Research Approach
Deduction
Induction
Combined Approach
Research Design
Research Strategy
Grounded Theory
Ethnography
Case Study
Data Collection Techniques
Sampling and Population
Focus Group Interviews
Questionnaires
Scope and Limitations
Gaining Access and Research Ethics

3 – Literature Review
Price Image Dimensions
Price-Quality Link
Price as a Market Cue
Ego-involvement and Price
Price and Retail Patronage
Price Premiums and Brand Equity
Role of Price in Strategic Positioning
Expectation Theory in Consumer Behaviour
Henry Assael Model

4 – Discussion and Analysis
Qualitative Research Report and Analysis
Quantitative Research Report and Analysis
Discussion on the Findings
Is price a differentiator in the supermarket industry?
Is the low end price position viable for retailers?
The Hypothesis

5 – Conclusions

References

Appendix
Questionnaire Summary

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Social Media Marketing

A Study on the Effectiveness of Social Media Marketing on Sales in Retail Industry: A case study of Tesco (2016)

Social Media Marketing is one of the major marketing tools for business firms in the current stream of technological advancement though the concept of social media marketing is not so much old in the comparison of other marketing approaches that are practiced by the business firms. Since the social marketing media is a comparatively newer approach for the marketers there are enough questions among the people who intend to use it.

One the major issues that the social media marketing raises is the effectiveness of this approach on the sales of a firm. This dissertation aimed to find out a reasonable answer to the issue and the objectives are set in the course of deducting a set of outcomes which can lead to achieving the aim of the dissertation . The dissertation is segmented in six different chapters each of which has its own benefits and merits. The first chapter is related with the background of choosing such an issue and the rationale that can make the issue so much of being in a discussion.

The second chapter is related with the prior research and findings which have a substantial amount of effect on from choosing the issue of research and conducting the research. The third chapter is on the research methodology discussion and the discussion on most applicable methods that can lead to the research to success. Afterwards, the chapter of results comes in where the results are discussed.

The final two chapters are about analysis and concluding the research. At this point, it is quite imperative to state that the research is based on the responses from a sample of 50 people residing in the UK. The sample is selected using a random sampling method. The results are calculated with the SPSS 16.0 version and Microsoft Excel. The approach used in the research is a deductive approach.

Social Media Marketing Dissertation

For achieving the aim different types of statistical tools are used which includes three measures of central tendency along with the standard deviation, correlation analysis, regression analysis and ANOVA. The central tendency measures give an image of somewhat agree category result and percentage analysis shows similar effects. The correlation analysis shows sometimes though a very little degree of relativity, a good amount of relativity remains among the variables. The regression analysis which is considered as the core of all analysis has shown results that helped to reject the null hypotheses except for the brand awareness variable. These results have led to some important insights that can be very helpful for both the company Tesco and for further research on the topic. This research contains some important discussion on one of the most talked issues of the current marketing world. The number of researches done on the issue seems to be meager in terms of the presence in the global village. Moreover, the insights and analysis that are done in the research dissertation can be helpful for firms that are newcomers in the market and desire to make a mark in the retail industry.

Dissertation Objectives

  • To critically evaluate if there is any relationship between the SMM process and sales of Tesco
  • To critically evaluate how SMM process helps to build up brand awareness of Tesco
  • To critically assess the relationship of SMM process and the brand loyalty of Tesco
  • To critically assess how SMM process helps Tesco to maintain a firm customer relationship

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Promotional Mix Dissertation

Marketing Dissertation – The Impact of Promotional Mix Elements on Consumers Purchasing Decisions – A Case Study of M&S

Marketing Dissertation Title: Impact of Promotional Mix Elements on Consumers Purchasing Decisions. The promotion mix is one of the major elements of 4ps of marketing and day by day companies seem to be giving a lot of emphasis on the promotion mix. The main objective of using the tools of promotion mix is to influence the consumer’s purchase decisions. Influencing the purchase decisions of consumers is not an easy task as there are many variables like emotional variables that turn into brand loyalty or brand attachment. The way a customer beholds at the product greatly depends on the promotional mix. At first, a potential consumer must know there is a product or service that can fulfill the needs of the consumer after consuming the product.

The potential consumers are approached with promotion mix as from making consumers aware of keeping track of each and every consumer is done with the help of elements of the promotion mix. Thus, the issue related to the promotion mix elements’ effectiveness on the consumer purchasing process is quite a burning question to be answered.

Promotional Mix Dissertation
Promotional Mix Dissertation

For this dissertation, the research issue is related to the effectiveness of the promotion mix on the consumer purchase decision as companies adopt promotion mix to influence the purchase decision of the consumers. The literature review has helped the researcher to identify the dependent and independent variables. The dependent variable is consumer purchasing decision. The independent variables are advertising, public relation, personal selling and sales promotion.

The way the research is designed and the results to a have a solution of the research problem identify the positivism as the research paradigm for this research work. This paper is conducted by deductive research approach. The research is a survey based case study and consumers of M&S are interviewed with predesigned questionnaire.

Dissertation Objectives

  • To critically find out the independent variables in the promotion mix of M&S
  • To critically investigate the variable in the promotion mix of M&S
  • To critically find out the relationship between the dependent variables and the independent variables
  • To find out a realistic set of recommendation on the findings of the research

Dissertation Contents

1: Introduction
Problem Statement
Background of the Research
Research Question
Rationale for the Study
Research Issue
Reasons behind the Issue
Research Aim
Research Objectives
Hypotheses

2: Literature Review
Definitions
Promotional Mix
Consumer Purchase Decisions
Advertising
Public Relationship
Sales Promotion
Personal Selling
The Breakdown of Promotional Mix
Types of Advertising and Advertising Media
Types of Public Relationship Management
Types of Sales Promotion
Types of Personal Selling
The Influence of Promotional Mix on Consumer Purchase Decisions
Conclusion

3: Research Methodology
Research Philosophy
Research Approach
Research Purpose
Research Method
Research Strategy
Data Selection
Ethical Considerations
Limitations of the Study
Future Scope for the Study

4: Results
The Measures for Central Tendency Measures
Coefficient of Correlation
Regression Analysis
Reliability Test with Cronbach’s Alpha
One-Way ANOVA

5: Findings of the Analysis

6: Conclusions and Recommendations
Conclusions
Recommendations

References

Appendix
Questionnaire

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