• Posted on October 19, 2023
• Karan

Research Proposal Assignment Sample

Topic:  Impacts of global advertising for the international business market

Introduction

Background

Advertisement is becoming one of crucial areas, which are being exploited by the international organization in order to gain market share along with consumer retention. International business markets are taking significantly different shades in today’s business scenarios.

Figure 1: Nike advertisement spending worldwide

(Source: Tighe, 2021)

Whenever an organization expands its business in the international markets, the importance of considering global advertisement significantly increases. For instance, Nike is one of the brands who are evolving their corporation with increasing global presence (Rasmussen et al. 2021).

Therefore, the selected research will pay attention to the global advertisement and its impact on the organizational performance specifically. Through this research study, the idea of global advertisement will significantly improve and might get better for upcoming researchers.

Research questions

The research questions are:

• How global advertisement is contributing to the success of international businesses?
• What are the reasons due to which international businesses are focusing on global advertisement?
• What are the possible advantages of global advertisement in the international market?

Aims and objective

The aim of this research paper is to investigate the impacts of global advertising for the international business market.

The research objectives are:

• To identify the importance of global advertisement on international business performance
• To evaluate the factors due to which organizations are adopting global advertisements
• To analyze the impact of global advertisements on international business growth

Research problem

Just like the business marketplaces are changing, the operation and functioning of the corporation are evolving respectively. In this relation, advertisements are gaining huge popularity in the current international business marketplace. Therefore, the problem of the research is to understand and analyze the intensity and the influence of global advertisements in a global context.

Research justification and rationale

Global advertisement has the possibility to let organizations reach out to a wide number of countries and their population. In order to sutian in the marketplace, it is becoming essential to be visible in front of consumers for increasing drive in the organization. It has been stated that in 2021, the worldwide advertising spending has reached $559.85 billion and by 2024 it is expected to reach $769.9 billion (Babu, 2021).

Figure 2: Largest ad market in the world

(Source: FIPP, 2019)

Even though physical stores existed in the marketplace, the advertisement is gaining huge popularity due to the emergence of technology and digitalisation. Social media channels, emails, SMS, billboard, television and even radio all come under the advertisement (Govil and Baishya, 2018).

Figure 3: Nike social presence reflecting on company’s growth

(Source: Dassum, 2017)

Therefore, the justification of this research is quite simple, as this research work will provide an insight of the global marketplace along with the influence of global advertisement. The market dynamics are changing with technology and trends (Matyushok et al. 2021). Hence, tactics are required to be continuously developed rather than stagnant.

Literature review

Significance of global advertisement in the international market context

Global advertising or marketing is essential for the current market operation. In the generation of the marketplace, where businesses are selling and offering their services and products across the globe, it can be reflected how digitalisation has transformed the way of marketing and doing business. Through global advertisement, the businesses are able to get new opportunities along with identifying their potential threats and upcoming challenges as well as business trends. As suggested by Alalwan (2018), companies have invested a considerable amount of time, energy, and personnel in social media advertisements. However, the way through which firms can develop social media marketing to effectively attract clients and persuade consumers to buy their brands is often a difficulty.

In contrast to this, there are significant negative implications if organisations are incapable of addressing the effective way of advertisement (Gountas et al. 2019). Not only poor advertisement will waste the resource, time and capital, however, it will drive away consumer purchasing intention to a large extent. In order to positively influence customer behaviour, it has become highly essential to understand their demands, requirements and desires. Poor global advertisement can take away all the great image of the company along with damaging the brand reputation. While exploiting global advertisement, strategies should be structured in respect to the show culture and values along with hiring the right employees (Cohen and Dromi, 2018).

Factors influencing the adoption of global advertisement for organisational productivity

Advancements in digital marketing devices, such as emerging digital ad programmes, offer a proper development for small and large businesses to advertise and progress their operations. Global, organisational, and domestic factors are the three types of elements that have a role in the international market structure. As suggested by Crick and Crick (2020), global elements affecting the international advertising environment are those that are beyond the authority of particular firms, yet have the potential to influence enterprise operations. Social and cultural impacts, legal implications, economics, and political developments, are all examples of these factors. The United Nations, the World Trade Organisation are two prominent institutions engaging in international advertising at this level (Gereffi, 2019).

However, in terms of organisational factors, concerning events, people, structure, organisational condition main drivers in influencing the all over organisational activities. The internal changes in the organisation possess a direct influence over the actions, which a corporation takes (Serrano Archimi et al. 2018). The business marketplace is changing and every factor is directly or indirectly connected with each other. In terms of domestic factors, it refers to the internal and personal affairs, which are affecting the economic aspects of the company participating in the international advertisement. This can include political scenario, business trade relations, stakeholders’ attitude, quality and infrastructure, which describes the fate of an organisation and its activities. In contrast, there are even other elements such as high competitiveness, growing adoption of technology and improving social media presence, which are also impacting the attributes of global advertisement (Ali Qalati et al. 2020).

Theoretical underpinning

Reciprocity theory

The following research paper is based on the impact of global advertisement in an international context. Therefore, in order to apprehend the entire topic easily, reciprocity theory has been selected. The theory here suggests that, when an organisation will look after the desires and demands of the consumers, the consumer will try to reciprocate it through purchasing (Mustapha and Shamsudin, 2020). Therefore, it can be stated that, if an organisation is posting and creating content, which is favourable for the consumers and they are linking it, then the possibility of increase in sales and revenue will boost.

In terms of international business marketplace, with attractive and creative content with a consistent approach, organisations can lure their potential customers (Mustapha and Shamsudin, 2020). These will allow a firm to get into the mind and thoughts of the prospective buyer with offering value, and content successfully. Hence, the advertisement will come out to be successful and effective.

Literature gap

In the case of the current research paper, lack of time and accessibility of certain information has come to be the gap of this section. As the research has been structured with utmost knowledge and critical thinking, subscription issues and passcode problems remain the restriction of much more effective results.

Research methods

The following research is the most interesting paper to search for information and collect data. Therefore, the researcher will take the methodological stances very carefully to migrate all the research questions and objectives respectively. In terms of research philosophy, interpretivism philosophy will be considered; since it allows the researcher to be a social actor and to understand every aspect that exists in the marketplace (Ryan, 2018). Adding to this, due to the support and the option of development of new theory, an inductive research approach will be chosen. There can be the possibility that previous theory might not correlate with this current topic. Therefore, creating a new theory will contribute positively to the research results (Azungah, 2018). Furthermore, in terms of research design, descriptive research design will be adopted by the researcher, because the research has to be completed with profound description of th research context. This design is also approved when any researcher requires cheap and quicker directions (Atmowardoyo, 2018).

Data collection plays a major role in creating effective research results. Therefore, for the current research topic, a secondary method of data collection will be undertaken by the researcher through authentic online journals, articles, newspapers and even websites along with books. To support the generation of research outcomes, secondary qualitative or thematic analysis will be structured in respect to the research objective, which will be embraced by statistics (Belotto, 2018).

Accurate ethical elements will be maintained for safeguarding the credibility, transparency, trustworthiness and authenticity of the research data. Moreover, all of the information will be cited appropriately for maintaining ethics along with abiding by the Data Protection Act 2018 (Gov, 2018). Valuable research information will be securely stored in the university drive under password and will be deleted after the completion of the research. .

 References

Alalwan, A.A., 2018. Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, pp.65-77.

Ali Qalati, S., Li, W., Ahmed, N., Ali Mirani, M. and Khan, A., 2020. Examining the factors affecting SME performance: the mediating role of social media adoption. Sustainability, 13(1), p.75.

Atmowardoyo, H., 2018. Research methods in TEFL studies: Descriptive research, case study, error analysis, and R & D. Journal of Language Teaching and Research, 9(1), pp.197-204.

Azungah, T., 2018. Qualitative research: deductive and inductive approaches to data analysis. Qualitative Research Journal.

Babu, S. 2021. Advertising Statistics You Must Know. [Online] Available at: <https://smallbiztrends.com/2021/02/advertising-statistics.html> [Accessed on 6 March2022]

Belotto, M.J., 2018. Data analysis methods for qualitative research: Managing the challenges of coding, interrater reliability, and thematic analysis. Qualitative Report, 23(11).

Cohen, A.C. and Dromi, S.M., 2018. Advertising morality: Maintaining moral worth in a stigmatized profession. Theory and Society, 47(2), pp.175-206.

Crick, J.M. and Crick, D., 2020. Coopetition and COVID-19: Collaborative business-to-business marketing strategies in a pandemic crisis. Industrial Marketing Management, 88, pp.206-213.

Dassum, C. 2017. Just do Social Media: Nike’s social media presence impact on brand equity. [Online] Available at: <https://medium.com/@cdassumh/just-do-social-media-nikes-social-media-presence-impact-on-brand-equity-2df2966f2d60> [Accessed on 6 March2022]

FIPP, 2019. Chart of the week: The biggest advertising markets worldwide. [Online] Available at: <https://www.fipp.com/news/chart-of-the-week-biggest-advertising-markets-worldwide/> [Accessed on 6 March2022]

Gereffi, G., 2019. Global value chains and international development policy: Bringing firms, networks and policy-engaged scholarship back in. Journal of International Business Policy, 2(3), pp.195-210.

Gountas, J., Gountas, S., Ciorciari, J. and Sharma, P., 2019. Looking beyond traditional measures of advertising impact: Using neuroscientific methods to evaluate social marketing messages. Journal of Business Research, 105, pp.121-135.

Gov, 2018. Data Protection Act 2018. [Online] Available at: <https://www.legislation.gov.uk/ukpga/2018/12/contents/enacted> [Accessed on 6 March2022]

Govil, N. and Baishya, A.K., 2018. The bully in the pulpit: Autocracy, digital social media, and right-wing populist technoculture. Communication Culture & Critique, 11(1), pp.67-84.

Matyushok, V., Krasavina, V., Berezin, A. and García, J.S., 2021. The global economy in technological transformation conditions: A review of modern trends. Economic Research-Ekonomska Istraživanja, 34(1), pp.1471-1497.

Mustapha, N.N.S.N. and Shamsudin, M.F., 2020. The power of reciprocity theory in marketing. Journal of Postgraduate Current Business Research, 5(1).

Rasmussen, K., Dufur, M.J., Cope, M.R. and Pierce, H., 2021. Gender Marginalization in Sports Participation through Advertising: The Case of Nike. International Journal of Environmental Research and Public Health, 18(15), p.7759.

Ryan, G., 2018. Introduction to positivism, interpretivism and critical theory. Nurse researcher, 25(4), pp.41-49.

Serrano Archimi, C., Reynaud, E., Yasin, H.M. and Bhatti, Z.A., 2018. How perceived corporate social responsibility affects employee cynicism: The mediating role of organizational trust. Journal of Business Ethics, 151(4), pp.907-921.

Tighe, D. 2021. Nike’s advertising and promotion costs from 2014 to 2021. [Online] Available at: <https://www.statista.com/statistics/685734/nike-ad-spend/> [Accessed on 6 March2022]