The objective of this research is to evaluate social media practices that have a direct impact on business communication practices. All these practices will assist in developing a direct relationship with target customers.
- Analyze appropriate research methodologies as well as approaches which are a part of the research process.
- Evaluate and design appropriate research based on the specific theme of A1 communication.
- Identify the outcomes of the research and communicate it to stakeholders.
- Provide a reflection over the research methodologies and approaches.
CHAPTER 1: INTRODUCTION
1.1 Overview of the research
The word digitalisation has made easier the life of individuals in completion of different tasks and activities. Due to growing age of cut throat competition, business associations are required to have an edge in order to survive for long run. In this manner, most of the firms either small or large are tend towards acquiring new and innovative tools which can improve their productivity and performance level at market place (Schivinski, Christodoulides and Dabrowski, 2016). Basically, digitalisation means converting data or information into digital format and make it more effective or reliable. It involves integration of old skills with new technologies and trends. Apart from this, the research is classified into different parts, in which first part dictates research aims and objectives of the study. Another chapter is a review of several literatures so as to arrive at better conclusion. For effective completion of the research project, qualitative methods are used in order to get adequate and relevant information. In the fourth chapter, researcher will gather information from people who use social media sites. At last, necessary recommendations will be given to arrive at better outcome. In UK, an ample range of SMEs are establishing with an aim to provide something new and innovative products to people for improving their living standard. However, evolution of new technologies and shift in consumer behaviour has moved the focus on small businesses as they are tend towards investing more and more in new technologies which helps in attaining goals and objectives of the company. Therefore, it can be said that digitalisation is really a goodwill for every business organisation.
1.2 Significance of the research
The present research will provide an insight how small businesses are using social media channels as a branding or marketing tool in order to improve their brand equity at marketplace. Readers will also come to know about different channels of social media and their importance to attain and retain customers. The report will state, there are several changes are occurred in business environment which can highly affect working activities and processes of the firm in direct and indirect manner (Heeks, 2010). The study will also describe objectives, tactics and strategies are acquired to enhance brand equity Although, changes in technology supports a firm to modify its business value, customise products and responses with clients personally as well as it also automate entire procedures thus employees can focus on all necessary aspects. In short, digitalisation helps in increasing presence of a company over society, in turn it spread awareness among customers towards the brand and improve market goodwill. Furthermore, social media helps in easily accessible platform with no or less cost; it is a most significant tool for entrepreneurs to reach large number of people in a certain time period.
1.3 Background of the research
The aim of this study is to recognise the impact of social media channels on improving brand equity of a firm. In this dynamic environment, internet has revolutionized the way by which consumers, individuals, organizations and the whole society communicate or interact with each other. For completion of the entire study, A1 Communication is the chosen organisation; it provides business to business communications in UK. It is a leading independent communication specialists by having a wide range of networks. A1 communication not only deliver flexible and bespoke packages to customers have a best network coverage but also provide amazing customer experience in cost effective manner. The main products or service of the firm is – mobile broadband services, virtual land-line, VoIP, recycling, repairs etc. In addition, the main objective of the firm is to work with all leading network providers so as to offer premium solution to business mobiles, broadband, telephony and so on. In order to attain its objective, A1 communication focus on improving quality of services and always come up with ideal solution to business (Hojeghan and Esfangareh, 2011). In this manner, the business association is required to focus on improving its brand equity by using diverse promotional channels, such as – advertising, sales promotion etc.
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1.4 Research Aims and objectives
Research aims and objectives is an important part of completion of a research project. Research aims defines what is the intention behind conducting this research whereas research objectives divides research aim into several parts separately and address them to arrive at better conclusion. Below is given research aim, i.e.
Research aim - “To determine the impact of social media channels on increasing brand equity of a firm. A case study on A1 communications”.
Research objectives – Some of the following research objectives are -
- To ascertain the benefits of social media channels or websites for a small business.
- To determine the role of strong brand equity on sales and profitability of an organisation.
- To identify the impact of social media sites on brand equity of A1 communications.
- Recommend some ways through which a SME can obtain high competitive edge.
Research questions -
- Q1. What are the main benefits of social media channels for a small business?
- Q2. How an adequate brand equity helps in increasing sales and profits?
- Q3. What is the impact of social media channels on improving brand equity of A1 communication?
- Q4. Justify the ways by which a small business can gain high competitive edge.
1.5 Gantt chart
A Gantt chart is usually acquired for managing a project which displayed various working activities or tasks against time (Jagongo and Kinyua, 2013). On one side of the chart, there is list of to do activities along with their time scale. In addition, Gantt charts are prepared to track project schedules whether or not they are completing on or before their time frame. There is given a Gantt chart for accomplishment of various activities or tasks as per the given time framework.