Bias of some participants in the chosen sample is a

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bias of some participants in the chosen sample is a possibility that the researcher could not neglect. To improve the study data, the researcher should use more than a sampling technique to mitigate the misleading or biased responses and enhance the overall quality of the research data. 36
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5.4 Implications of the study This study explores a case study scenario of the use of digital marketing techniques in brand building for an organization. The results of this study depict a significant role for digital marketing in branding in general and specifically brand building. These results may increase the use of digital marketing in middle eastern companies. The fact that digital marketing significantly impacts on Rolta Middle Easts’ brand building may also influence the company to venture into other digital marketing models in a bid to improve their branding strategies. After the completion of this study, RME’s management learnt of the major impact that digital marketing has on brand building. As a result, the organization focuses on full implementation of the strategy as a means of increasing the consumers’ awareness of their brand. 5.5 Future research This study proposes that for the reasons for more accurate data and better findings, future studies should strive to include larger sample sizes. Through this means, the scope of the research will be widened and the data collected shall present more precise parameters on the entire population of companies using digital marketing as a brand building tool. Future studies should also be based on organizations that have a broader style of digital marketing. In this particular study, focus on Rolta Middle East, which only uses Social Media as their sole digital marketing tool limits the scope of the study. Other digital marketing strategies are not well analyzed. This study, having addressed the gap in research on the role of digital marketing in brand building through the Rolta Middle East case study, sets out a new research area 37
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for new studies. It also builds a reference point for future studies as it compiles various theories and research findings that future research may rely upon. 38
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References Adams, D. A., Nelson, R. R., Todd, P. A. (1992) Perceived usefulness, ease of use, and usage of information technology: A replication MIS Quarterly , Vol 16, 2, 227-247 Bellman, S, Lohse, G L & Johnson, E J (1999) Predictors of Online Buying Behaviour Communications of the ACM, Vol 42, Issue 12, 32-38 Bhatnagar, A., & Ghosh, S. (2004). A latent class segmentation analysis of E- Shoppers. Journal of Business Research , 57 (7), 758-767. Cohen, L., Manion, L., & Morrison, K. (2013). Research Methods in Education (7th ed.). New York, NY: Routledge. Corbin, J. & Strauss, A. (2014). Basics of qualitative research: techniques and procedures for developing grounded theory. Thousand Oaks: Sage Publications.
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  • Fall '08
  • Julier,L
  • Qualitative Research

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