RESEARCH PHILOSOPHY AND PRACTICE– C11BU Assignment Sample 2024

Digital Marketing for Global Brand Visibility and Engagement: Using Online Platforms for Business

Introduction 

The emergence of digital marketing is a significant element of marketing in the modern era. It has changed the way of promotion and branding for organizations. Not only the marketing techniques of organizations but digital marketing has also changed the way people experience and engage with international brands. Transparency and accessibility are the key aspects of digital marketing that allow customers to check information about an international brand (Indumathi, 2018). Digital platforms allow companies to share their information on social media, and websites.

Thus, the consumer can be aware of the mission, values, and products of a business. It helps to bring transparency with better understanding between the customers and businesses. Thus, the trust of customers in the companies can also be improved. The use of digital marketing also allows companies to reach a wide number of customers. By reaching a wide range of customers, brands can engage with the customers and allow them to observe the business at an international level.RESEARCH PHILOSOPHY AND PRACTICE– C11BU Assignment Sample 2024 

Aim

The goal is to find out the way techniques for digital marketing change how people around the world observe as well as interact with brandsRESEARCH PHILOSOPHY AND PRACTICE– C11BU Assignment Sample 2024.

Literature review 

According to Makrides, et al. (2020), digital marketing allows one to connect with the customers on a 24×7 basis. It helps to maintain familiarity and connection between the business and employees. A sense of trust and loyalty between the customers and companies can also exist. The provision of two way communication is also critical to the businesses to use digital marketing. The two-way communication approach is facilitated by digital platforms. In contrast to traditional advertising, which only communicates in one direction, consumers can now communicate directly with brands through reviews, comments, and messages. In accordance with Wang (2020),

It helps to build trust with the customers. This is because the customers can interact with the businesses to solve their queries or issues. Another significant element of digital marketing as identified by the author involves personalized experiences. Personalisation for the brans is made possible by the help of digital marketing. Based on online behaviour and preferences, brands can customise their messaging and content for target audiences (Sundaram, et al., 2020). Customers can also have a more interesting and pertinent experience as a result. The personalized experience provided by the businesses is quite considerable in regard to promotional purposes. This is because the companies influence customers to over purchase products. 

In accordance with Alwan and Alshurideh (2022), social media platform also provides opportunities for building communities for international businesses. Brand communities are created on social media and online forums. Together, customers can engage in social interaction, exchange stories, and strengthen their brand loyalty. It helps in developing connections with communities and sharing information with each other. Thus, the decision to purchase products becomes easier for the customers.

Another key aspect of digital marketing involves real time feedback. Digital techniques such as social listening enable firms to obtain consumer input in real-time. They are better able to comprehend brand impressions as well as modify their methods as a result. The real time feedback is important for the customers to make decisions related to purchasing a product on the basis of existing circumstances. Based on the study of Erkollar and Oberer (2017), it is also understood that global brands use digital marketing to provide specific customer experiences as well as trigger the psychological aspects of the customers. For the provision of better customer experience, the global brands used to consider approaches like storytelling, imagery, and relatable content that can help in developing connections with the customers. The use of such approaches helps in creating a connection with the customers and avoid cultural barriers (Munir, et al., 2023).

Another key aspect involves a sense of community. The brands use interactive campaigns, social media content, and user generated content for fostering a sense of community. The use of digital marketing has also allowed companies to associate their products with the lifestyle of customers or exclusive options. This approach helps trigger a sense of aspiration among the customers and drives sales. 

Description of the methods for data collection and analysis

In regard to data collection and analysis, this study will focus on both the qualitative and quantitative types of data. In this regard, it can be said that the study will be based mixed method. The research study will consider the mixed method of data collection on the basis of pragmatic research philosophy. The research philosophy is considerably effective in understanding the trends in the area of digital marketing as well as its use. The research philosophy is considerably important for the study as it influences the collection of both qualitative and quantitative data (Patten, 2016).

It will help to meet the core purpose of the study which is to collect qualitative and quantitative data. In consideration of the philosophy, the quantitative data collection will focus on the collection of data using the survey method. For the survey, Google docs will be used as the form for a collection of data. The main purpose of the collection of quantitative data will be to determine the key elements that can affect the degree to which people are people are associated with global brands through the internet. Demographic, habits, and styles associated with the interaction of the customers with different brands will also be considered for the collection of data.

The people to be considered for the survey will include people from different age groups, financial conditions, and genders (Walliman, 2021). For the purpose of the survey, a combined approach of mob sampling and convenience sampling will be used in the study.  The survey will start by sending out emails, posting on social media, and hosting online clubs inviting folks to join.

As a kind of snowball sampling, participants who have previously completed the survey will be asked to share the link with their networks. The questionnaire will include closed-ended questions so that participants can provide in-depth information about how they interact with the websites of global corporations.

By using frequency distribution techniques to find patterns and connections between variables, the data evaluation will assist in identifying the key factors that influence people’s online interest in foreign companies (Browne, et al., 2019). In consideration of the sampling approach, the study will focus on selecting 50 individuals as the sample size for the data collection. In this regard, the population size will be 57. From the population size, 50 will be selected as the sample on the basis of a 95% confidence level and 5% margin of error. For the collected quantitative data, the research will consider statistical data analysis. The statistical data analysis will be performed in the study using MS excel. MS excel will be used in the study to form the charts, and graphs and use those for the analysis. 

On the other hand, the study will also consider interviews as a method of data collection. Interviews will be considered for the collection of data within the qualitative approach. Both online and offline sources will be considered for the collection of data. The interview data collection method will be focused on understanding what the respondents thought about digital marketing (Beins, 2017). The individuals’ feeling regarding interaction with digital marketing of the global brands is mainly focused to explore in regards to the qualitative data. This, the mental procedure, feelings and motivation of the customers regarding the global brands have been focused to explore.

The qualitative data collection method for the study will involve the selection of individuals with a purpose. Thus, the sampling technique for the interview will be based on convenience sampling. Convenience sampling involves the selection of participants based on invitation and willingness of the invited individuals to attend the interview (Coe, et al., 2021). For the invitation to the participants, online communities, social media platforms, and consumer forums will be considered. Through this, the platform invitation will be sent to the potential participants.

Following their acceptance, the participants will be selected for the interview. The interview will be based on semi semi-structured interview method. The semi structured interview involves questioning the respondents based on their replies to the questions. Thus, the method will allow one to ask questions based on the circumstances rather than depending on the pre determined set of questionnaires.

The interview responses will be stored in the form of recordings. Along with recordings, transcripts will also be used for writing the conversation on paper. For the interview, a total of 5 participants will be considered in the study. The participants will be from the digital marketing companies. The collected data under the qualitative approach will be analyzed using the thematic data analysis method. In the process, the transcription will be used as the source for developing themes. The topic sentences will be selected from the transcription to identify codes. The identified codes will further be considered for the development of themes and conducting the thematic data analysis. 

Research ethics 

Consideration of ethical principles is a key aspect of data collection within the primary data collection method. In this research, ethical considerations will also be undertaken for the collection of data. It is important to consider ethical principles so that the collected data follows the legal guidelines. Ethical considerations will be undertaken in the research for the collection of both qualitative and quantitative data. The aspects to be followed for ethical consideration will involve university guidelines and legal dimensions. The university integrity policy will be followed to consider the ethical aspects. For the interview, the ethical consideration will involve sending invitations to the participants.

The invitation will be sent to the participants by explaining the purpose and process to be followed for conducting the research (Hammersley, 2017). After reading all the information, the participants can agree to attend the interview or reject it. The participants will also be allowed to quit the interview if they feel uncomfortable to answer questions. The ethical consideration will also be undertaken for the collection of quantitative data. In regards to the collection of quantitative data, the basic information about the research purpose will also be given to the participants.

For both the qualitative and quantitative data collection method, it will also be ensured to the participants that there will be no question regarding their personal information. Along with this, the study will also ensure any sort of personal information is not publicly used. For the purpose, anonymity of the collected data will be maintained. The ethical consideration will also follow the legal aspects related to data protection. The use of information in the study will also focus on appropriateness of the information. 

References

Alwan, M. and Alshurideh, M., 2022. The effect of digital marketing on purchase intention: Moderating effect of brand equity. International Journal of Data and Network Science, 6(3), pp.837-848.

Beins, B.C., 2017. Research method: A tool for life. Cambridge University Press.

Browne, J., Coffey, B., Cook, K., Meiklejohn, S. and Palermo, C., 2019. A guide to policy analysis as a research method. Health promotion international, 34(5), pp.1032-1044.

Coe, R., Waring, M., Hedges, L.V. and Ashley, L.D. eds., 2021. Research methods and methodologies in education. Sage.

Erkollar, A. and Oberer, B., 2017. Digital marketing planning with the brand dashboard approach. Marketing and Branding Research, 4, pp.192-205.

Hammersley, M., 2017. Research ethics. Research methods and methodologies in education, pp.57-66.

Indumathi, R., 2018. Influence of digital marketing on brand building. International Journal of Mechanical Engineering and Technology (IJMET), 9(7), pp.235-243.

Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing: assessing prospects of building brand awareness overseas. Business Perspectives and Research, 8(1), pp.4-20.

Munir, A., Kadir, N. and Umar, F., 2023. The impact of digital marketing and brand articulating capability for enhancing marketing capability. International Journal of Data and Network Science, 7(1), pp.65-72.

Patten, M.L., 2016. Understanding research methods: An overview of the essentials. Routledge.

Sundaram, R., Sharma, D.R. and Shakya, D.A., 2020. Power of digital marketing in building brands: A review of social media advertisement. International Journal of Management, 11(4).

Walliman, N., 2021. Research methods: The basics. Routledge.

Wang, F., 2020. Digital marketing capabilities in international firms: a relational perspective. International Marketing Review, 37(3), pp.559-577.