DISSERTATION

Table of Contents

Chapter 1: INTRODUCTION....................................................................................................3

Chapter 2: LITERATURE REVIEW.........................................................................................7

2.1. Development of digital marketing in international business..........................................7

2.2. Comparison of traditional marketing and digital marketing applied by health care and

beauty industry.......................................................................................................................8

2.3. Digital Marketing and Consumer Behavior..................................................................11

Chapter 3: Methodology..........................................................................................................16

3.1 Research onion...............................................................................................................16

3.2 Research philosophies....................................................................................................17

3.3 Research approach.........................................................................................................19

3.4 Research design..............................................................................................................20

3.5 Research strategy...........................................................................................................20

3.6 Data Collection Methods and tools................................................................................21

3.7 Data Sources..................................................................................................................23

3.8 Ethical Considerations...................................................................................................23

REFERENCES.........................................................................................................................23
 Chapter 1: INTRODUCTION

The health and medical industry has been significantly affected by online trends and digital

marketing, and in a good way. New trends also show the future! Digital marketing

implements commercial marketing strategies for public health promotion and is known to be

effective at the population level and can also contribute to the success of practitioners.

Communication channels have become two-way in relation to health information, and this

multimodal operating model has digital marketers competing to attract public attention. The

restriction imposed by different channels is actually a benefit for healthcare companies that

have more than one channel to distribute brand messages. (Xhema, 2019)

Cosmetics and personal care industry retailers are constantly looking for ways to increase

their sales. Online advertising has become popular as a way to achieve these goals and is now

a necessary part of any modern industry. Due to the coronavirus, various health organizations

have asked the general public to monitor various activities to stop or break the chain of this

pandemic. One such thing is hand washing or disinfection, so the spread of viruses is

controlled. While there is a decline in all different industries, the soap, hand care, cosmetics

and personal care industries are booming. The study seeks to understand which marketing

strategies have affected the beauty and personal care industry during COVID-19. As this

panic grows, it leads to protective personal care, there is also a call for parallel skin care

products, and with the help of customers, more domestic supplies are expected.

One of the key decisions that guides most health communication planning is whether to

spread the message to a general audience or to "divide" the message into a target audience.

Audience segmentation is based on demographic, cultural, and behavioral characteristics.

(Marsidi, Nick Roland, 2014) For example, various digital marketing campaigns can be
designed to deliver specific messages to tribal people. But the same campaign will not be

associated with the urban population.

It is used commercially to target products to a specific demographic or group, and is effective

in promoting health with prevention messages. "Adapted" communication can create highly

personalized messages and is widely used for public health issues. Specific materials are

more accurate than targeted materials because they take into account individual cognitive and

behavioral patterns, as well as individual demographic characteristics, but are limited in

population and expensive to develop and implement. Creating effective health messages and

adapting them to the right audience will help reduce the health gap among the U.S.

population.

By 2020, coronavirus disease had become a factor in the 2019 (COVID-19) cosmetics and

personal care facility. (Ari Kristina, 2020) However, in the meantime, no matter where you

are in the world, the virus has changed some things. Here, the cosmetics industry seems to

have a way of coping with the pandemic. While all markets report a decline, very few

markets have a flower bed with a profit. Beauty industry, soap industry, disinfectant. These

industries are in a boom. As a social reason, these sectors are not trying to be "

businessmen" in this scenario and have not been cruel by raising the price of soaps

and hand sanitizers. As a social cause, industries provide their goods with equal pay and

quadruple their production according to human desires and even a few soap industries have

even come to donate their products. As there is a huge variety of spectacular industries, it

takes a look at the awareness of the beauty and health industry marketing strategies during

the pandemic. (Digital acceleration: A.S. Watson underlines importance of its digital

investments amid COVID-19 outbreak, 2021)

Digital marketing messages can aim to promote behavioral alternatives to certain diseases.

For example, anti-drug messages try to prevent it, while anti-smoking campaigns offer
socially desirable lifestyle alternatives. The digital and online environment can compete with

product advertisers by developing innovative ways to reach consumers.

A.S. The Watson Group, a health and beauty retailer, aims to make consumers smile when

faced with the stress and uncertainty created by the ubiquitous coronavirus (Covid-19) with

the announcement of the World Depression.

The Global Health Research Company said that by 2020, a third of respondents said they

didn't laugh enough, even though they believed laughter and laughter were good for their

health. With the integration of offline and online marketing and the faster acquisition of

COVID-19, some brands have already combined in two ways to prepare for these challenges.

Approaching 2021 and its O + O (offline + online) strategies. At the same time, 90% of those

who talk about stress are the main reason why they do not smile and lead a busy life. (HUB et

al., 2021)

Another example of how the group has improved customer relations is the recent

announcement of 18 Areas of 18 Consumer Awards. Hong Kong's largest joint venture with

3.7 million members is run by MoneyBack. The MoneyBack platform will be open to all

local grocery stores and restaurants to support community spending - helping other

businesses recover.

According to research by major communication campaigns, these tools can change health

behaviors, but the impact is generally measurable and not small. Physicians can support this

message even when in contact with patients (IMPACT OF COVID-19 ON BEAUTY &

WELLNESS, 2021)

Clinically, the results may seem small, but many effects can be seen. According to a study of

the last 48 studies, the average digital marketing campaign accounts for 9% of changes in
health risk behavior.Digital businesses have aligned their work with health goals by targeting

audiences, identifying targeted change behaviors, and disseminating specialized media.

The research questions for the study is given below:

What are the impacts of digital marketing in the health care and beauty industry?

What are the advantages of digital marketing, compared to traditional marketing, in the health

care and beauty industry?

Why is digital marketing effective for global health care and beauty companies like Watsons?

What are digital marketing practices Wastons has done and their impacts?

How does digital marketing help Wastons during COVID-19?

How does COVID-19 impact Wastons’ international marketing?What responses Wastons has

made to face the impacts of COVID-19?

Why can digital marketing help Wastons during COVID-19?

The aim of thereasearch is to understand how digital marketing is affecting the global health

and beauty industry and also to explore AS Watson strategy during Covid 19.

To explore how digital marketing meets contemporary marketing needs of global health care

and beauty companies.

To analyse Wastons’ digital marketing strategies and practices during COVID-19.

To what extent does digital marketing help the health care and beauty industry?

The Internet has brought new forms of advertising that are more powerful and effective than

traditional processes (for example, word-of-mouth, print advertising). Many people now use

the internet to research human resources and seek medical help, so experts, providers and

suppliers can provide accurate and truthful information. (Goodarz and Samaneh, 2012). They

copy their materials in a special way. These websites also have concerns and criticisms about

the first level of statistics and unfair propaganda to appease the new poor. Low interest rates

are often illegal, and the advertising and marketing strategies used by some professionals can
be misjudged. Professionals should therefore be aware of the job opportunities offered in

connection with the use of the website, but you must now be very careful not to engage in

activities that would be considered ineffective in body control.

Chapter 2: LITERATURE REVIEW

2.1. Development of digital marketing in international business

In this situation, which is widespread everywhere, online shopping has played an important

role in all aspects of business. Widely used and effectively developed in all areas of industry,

including digital technology, manufacturing, purchasing and sales, product development,

product development, consumer relations management (CRM) and communication design

(Barnes, 2014) Technology has made it one of the most lucrative forms of communication in

the global economy; the development of electronic devices and equipment and the success of

the industry contributed to this effect. Work practices have been digitized. The work to create

a digital environment is digitally recognized. Similarly, with the use of technology to build

relationships between customers and consumers, business communication is becoming

digital. Businesses use digital communication to communicate directly with their customers

using technology. Internet, websites, social media, email, smartphones, online groups and

communities, etc. However, this does not mean that digital business relationships are limited

to this particular technology. Network-less channels are also an effective way for consumers

to communicate with their customers.Offline digital platforms such as television are often

used to support business products and services and Internet sites. (Ahmed, Begum and Kabir,

2018)

Relationships between different sources such as technology-modified interactions,

accessibility, customer connectivity, adaptation, measurement, and big media interference.

Communication technology can deliver real-time and personalized products and information

to the consumer. This has led large businesses to use digital marketing to communicate with

customers. Creating dialogue and focusing on communication is a key reason why

entrepreneurs use social media communication. Some researchers point out that digital

marketing communications lead to the delivery of convincing but unreliable and at the same

time business messages with customer satisfaction. Because of its value to consumers

through modification and individualization, the digital medium of the communications

industry has become more popular than traditional models.( Kim, Han, Kim & Han, 2018)

Business organizations around the world are now increasing their investment in digital

marketing. Winterberry Group acknowledged that growth in digital usage continued, as

evidenced by a 2016 survey showing that digital business grew by 6.4% compared to 3.3% in

the TV industry and 2.6% in the market. from outdoor advertising. . Expenditure surveys in

newspapers and magazines showed a negative trend of about 2% and 6%, respectively. The

interactive capabilities developed by the digital channel, known as incoming marketing, have

helped reduce costs in efforts to build customer relationships and build a more traditional

communication industry and have proven to be useless in the same way. A year-long foreign

marketing survey shows that 45% of respondents do not open direct transmissions from

merchants, 85% move faster than television broadcasts, and 84% move away from saturated

websites. excluded ads and 91% subscriptions with emails. The study noted that awareness is

54% more effective in leadership development and 61% better value than outgoing

investments. (Varsho & DeGeorge, 2018)

2.2. Industry?Comparison of traditional marketing and digital

marketing applied by health care and beauty industry

The characteristics of health care stand out compared to the advantages of companies and

organizations in other industries. As a result, the market for health products and services

differs from support for other areas. Promoting the sale of a product or service by an

advertising company does not mean that it will help make your hospital or practice similar.

Marketing campaigns are always aimed at end users or individuals who decide to buy and use

a product or service. Every business aims to deceive this group. Marketers get as much

information as they can about their target audience, especially their needs, likes, and dislikes,

so they can determine the best strategy to reach and trust them. (Milstein, Bailey & Halper,

2019)

While there is a clear idea in the traditional work of end users, this is not the case in the

healthcare industry, because the consumer or service is often different from the person who

decides to buy it. The decision-maker may be a doctor, family member, or therapist, but the

end result is the patient using the product or service. Therefore, the work of a health service is

more than just social media. An important business role in these situations is more about

deciding where to play.

The health industry also differs from traditional industries in terms of measuring profitability.

In general, the success of a business is always determined by its involvement in the bottom

line of the company. If the business is more profitable after the competition, the idea is

considered successful. (Akkarawongwarit, 2017)

While income growth is a good measure to assess the effectiveness of certain health efforts,

this is not always the case. It is often more difficult to identify and measure the desired

outcome of health development than to look at the results alone. For example, if you work as
a hospital employee, the measure of your job success will often be related to an increase in

research grants or an increase in the number of interventions. Words for clinical trials instead

of increasing the number of patients. The healthcare industry is new. Its development is due

to the fact that the industry is always inaccessible when applied to the healthcare industry,

taking into account its unique features and needs.

Watsons’ international expansion and digital marketing practices

COVID-19 creates an unprecedented effect in the world. A.S. The Watson Group and its

operations in 27 industries have responded well to the development of every society in which

they operate.

Global and regional responses, along with timely delivery, are critical to meeting the health

needs of our customers, meeting the health needs of our customers, purchasing many items

and supplies, and caring for the poor in our society. (Nassab, Hamnett, Nelson, Kaur,

Greensill, Dhital & Juma, 2019) ASW has been proud to work in every way for over 180

years, and theyare always here for our customers and clients. Together theywill go through

this difficult time in history.

"O + O is a new sales model. It is a combination of offline work and online business through

big data and artificial intelligence. This model has been useful for consumers and brands." O

+ O refers to the use of digital (tools) to make it easier and more convenient for consumers to

shop anytime, anywhere. Retailers can benefit from the O + O model because it leads to

increased sales and a strong base of loyal customers.

The retail market has changed a lot since the spread. Consumers have become accustomed to

shopping online, although many still say they will return to brick-and-mortar stores in the

future. There were some changes after the change in consumer spending. Live broadcast is an

example of growth. Combining human interaction with online shopping creates a work
experience that combines entertaining content with personal connections to build

relationships and increase sales along the way.

Personalization is another way entrepreneurs should look. Today, consumers prefer diversity

that makes them feel valuable and unique. Through artificial intelligence, self-instruction,

product marketing strategies, and communication, brands can tailor their products and

services to individual customers. AR and VR are becoming more popular as consumers try to

produce better products and get information and recommendations from sales partners.

In addition, consumers expect faster delivery. It can ship products from general retailers,

retailers, brick and mortar stores, saving a lot of shipping time compared to the past, which

takes two days a year. In general, the AS Watson Group not only uses technology to

communicate with customers, but also uses the brand's pick-up service from its stores,

resulting in faster delivery in less than two hours. (Vadhwani, 2020)

The retail market saw a decline in online purchases last year. However, Ng mentioned the AS

Watson Group's O + O capability is rapidly tracking cloud computing for e-commerce

opportunities, which it aims to expand into the business, copying and benefiting from

procurement. (A.S. Watson Group’s Global Survey Reveals Post-COVID Trends – The

Importance of Customer Connectivity in Retail’s New Normal, 2021)

Although consumers will continue to shop online after the outbreak, they will not be able to

move online in the future. Instead, consumers will return to the physical store to shop,

especially for the Generation Z group. They have seen development supported both offline

and online. That's why theycall our models O + O, but not O2O, because theydon't want to

pull them aside, theyknow we're strong online. And the offline experience and customers can

work with us by any means.

Looking ahead, AS Watson Group will continue to expand its online platform and mobile

application. The group currently operates more than 100 e-commerce sites in 27 markets
around the world, including GrabMart. "Physical retail and online stores have been very

successful in our business model. E-commerce will continue to grow in every store, brick

stores will be more business as a site that talks not only about the market, but also about

people. Consumer interaction . (Covid-19 | Types | A.S. Watson Group - World’s largest

international health & beauty retailer, leader in O+O retail, 2021)

2.3. Digital Marketing and Consumer Behavior

Traditionally, when we say beauty, we sometimes think of selling skin care and makeup in a

busy store. However, the beauty industry has gone this way with new business models that

bring products to more consumers and in 'real' ways. As Ana Angelic explains in TREND,

"Basically, influencing business models doesn't always end with creating something a bit

innovative and futuristic, it just eliminates 'friction' from 'existing'." (Classen & Friedli, 2019)

A good example is the naming convention. Companies like Birchbox, Smashbox, Ipsy or

FabFitFun. These companies deliver your package, usually once a month, from the products

they choose for you. The beauty is that by producing this model in the retail market, which is

expected to grow in the coming years, allows brands to continue to expand their offerings to

current and potential customers and use effective language to develop and enhance their

ideas.

There has been a dramatic and significant change in behavior in the world today. Consumers

are now more capable and demanding with a higher interest in the digital world. Generation

X consumers are now more thoughtful, temporarily connected, and more intelligent, skilled,

and capable in the virtual world. Now they are told to use more than one product when they

decide to buy; This change is due to the emergence of higher technology and is now

becoming clear. Consumers are already creating epidemics around the world by conducting

their own research and assessments, buying and selling basic necessities such as food. All
these exchanges are developed through mobile phones and the Internet, especially social

media sites, attract consumers to learn about the media and want to know ways to promote

cooperation and independence regardless of the product market. (Chiplunkar, Gowda &

Shivakumar, 2020)

Digital communication creates an outlet for consumers to create content, share content, start a

conversation, and give feedback online. Consumers take advantage of this uninterrupted time

to avoid or give up their need for content and use their power in business communication to

increase their ability to work. Consumers can now control their decision-making process.

This has led to the re-creation of benefits for them in terms of vision, understanding and

effectiveness. One study found that consumer value increases with online research when

there is a list of features that combine better connectivity, more awareness, a better

turnaround time, and better connectivity. (Hollebeek & Macky, 2019) Another important and

interesting issue that the author adds is that identity and communication in digital media have

become somewhat inaccessible to people all over the world. It is important that digital boards

are inexpensive, easy to use and accessible, and respond quickly.

Consumer procurement processes often begin with the need for a guarantee. The ability of

digital media to support this element of the procurement process has been expressed in

various contexts. However, digital channels, especially social media sites, affect users' search

for information. According to this researcher, Hausman (2014) said that the number of users

of research data on various websites such as search engines, YouTube, websites, chat,

compare websites, etc., has led to a big change in the system. digital landscape. In addition,

mobile phones are rapidly becoming more and more connected, and mobile phone users are

increasingly traveling to do their research before making a purchase.

In the world of Internet use, consumer reviews have been as effective as 70% of online

consumer reviews and include reviews made before purchases. Consumers often rely on

online reviews because they are considered biased and unfair.

Let's understand the reasons why the beauty and beauty industry is digital:

India's high internet reputation supports the rise of online beauty stores. Procurement

decisions are influenced by the discovery phase and online results. People research and

compare products online before buying from a brick and mortar store. While physical retail

continues to affect healthcare professionals, retailers are once again using both offline and

online markets to find and connect with quality consumers.

In this time of crisis, it is more important than ever to have new and up-to-date information.

Creating a cultural record will help employees and consumers understand why you decided to

trust them during COVID-19. When it comes to purchasing personal care products through

digital hotspots, Tier-1 City offers an employment rate of almost 83%, with Metro at 81%.

Now you have to admire the best way to achieve the above goals. Take a look at the best

online based beauty industry products you can use to increase your sales and revenue.

Facebook

Instagram

YouTube

Google

It was found that the vast majority of buyers use the Internet, influence social media and

value consumers. Therefore, you need to promote your beauty products and media services.

These platforms have a great impact on your customers. In addition, these platforms are used

by beauty lovers and have a large audience. This means that your target audience is already

presented online on several platforms. Health and beauty stores Watson has recovered after a
month-long closure in China due to a new virus (COVID-19). (Petit, Velasco & Spence,

2019)

When COVID-19 began to appear in January, companies saw the business impact of cities

rapidly. At its highest point, about 2,500 stores, which account for 64% of total capacity, are

still closing for more than a month. Retail sales fell 90% and sales fell 80%. However, in the

first week of March, the company agreed to improve its performance.

Watson said March sales fell 25 percent and that market share in China was improving every

day. Retail sales fell from 90% to 50%. For example, the Watsons e-commerce platform saw

an increase of more than 80%. In addition, the company has developed self-sustaining digital

plans during this period. (Clemens, Matkovic, Faasse & Geers, 2020) My Store, for example,

is a shared WeChat platform that connects consumers with beauty professionals. With the My

Store program, beauty professionals can connect with clients (via WeChat, they can design

and market approved products).

The retailer is also improving delivery, which proves to be profitable during closing time in

China, as it can deliver goods to customers in 60 minutes. We were impressed because we

lived on the mainland for a month without work. But in the meantime, we were able to attract

users to startups such as the WeChat project. Hopefully, we can go back to that month and a

half now.

COVID-19’s impact on international business and marketing

Every industry, large or small, or any type and category, is affected by digital marketing.

There is no special feature of the BangladeshiW cosmetics industry. Advantages such as a

large population, increased human purchasing power, and export opportunities have made

Bangladesh's business more attractive and incentive to enter. (Wertime & Fenwick, 2011)

The national cosmetics industry looks like a talented enterprise, so it is good to show interest

to entrepreneurs and scientists. As it occupies an important position in the largest brands, it

cannot be decided to exclude the Bangladeshi cosmetics industry through research and

development. People are always looking for branded cosmetics on the internet and often buy

branded cosmetics online and the demand for regular online shopping is growing. In

response, some of the most well-known brands in the market have invested their money in

digital platforms, especially in the ubiquitous COVID-19 situation. All of these developments

point to the future potential of Bangladesh's large cosmetics industry and provide incredible

support for research for the country's energy consumers.

More than 40% of consumers agree that the information and data they transmit in the media

affects their attitudes and solves their health problems. 18-24 year olds are twice as likely to

be between 45 and 54 to discuss health and social media issues. (Taken Smith, 2012) Because

these young people are responsible for ignoring online conversations, healthcare

professionals need to be part of this communication to develop and enhance their awareness

of themselves and the services they provide.

For example, if a person needs to consult a dermatologist, he or she should be aware of

innovations and presentations, such as changing working hours, accessibility, ease of practice

for communications, measuring the safety of multiple patients, and changing variables. , and

more. This applies to notices issued with the assistance of humanitarian organizations in

connection with COVID-19, by sharing these reports can ensure that participants discuss

activities that contribute to human participation. This will increase consumer awareness. If

your company is closed to the public for advertising purposes, you should contact the website

provider to repeat the changes in the information.

The e-publishing process, in fact, aims to facilitate communication between companies and

customers who provide valuable content to everyone - about consumer choice - and about the

products they sell to customers. (Kim & Chung, 2011) Through the Internet, beauty
companies can develop and advance their personal ideas, expand word of mouth more, and

create a higher market share to achieve the desired result.

Chapter 3: Methodology

To obtain a prospective research paper efficiently, the research must employ strategic

technique in order to build a solid basis for the subject. A methodical approach improves the

research's accuracy while also boosting the legitimacy of the selected content.

3.1 Research onion

A research onion approach of doing a research study is helpful since it assists to demonstrate

the aspects that need to be highlighted across the project. Creating a successful research

strategy helps to broaden on every tier of the onion structure and provide more specific

descriptions to better grasp the patterns. This approach was pioneered by Saunders et al.

(2007). According to the creators, research onion is an enhancing procedure that has been

implemented as a beneficial technique to increase the project's relevance. As it studies and

discusses a range of environments, Research Onion is meant to use multiple methodologies

for numerous applications.

The research onion must be incorporated to meet particular needs inside a research study in

order to assure output and relevancy. There are six layers to a solid research onion

framework, including ideologies, methodologies, layout, decisions, time spans, and

procedures. A good research methodology begins by defining the issue, which can then be

handled at a later stage in the sector's progress. Adapting prospective tactics leads to a higher

level of awareness in the research and assists in connecting intermediate temporal

timeframes. In the fifth step, a sampling procedure must be implemented, which incorporates

crucial data as part of the methodology's procedure (Sahay, 2016).

This study approach, in this circumstance, would enable for the development of some more

information regarding Watsons' and its effectiveness. The research will attempt to discover

the elements and their influence on Watsons' culture and digital marketing if the phases of the

research onion were broken down into categories.

Figure 3.1: Research onion structure

(Source: Saunders et al. 2009)

3.2 Research philosophies

To conduct studies in a much more effective and inventive manner, the researchers must

apply unique research philosophies to the situation. A research philosophy is a collection of

methodical concepts that are concerned with the basis of genuine content backdrop

categorization. The defining of the basis of information and concepts is included in this level

of the research onion. A possible research philosophy aids in the development of assumptions
made that support the research method or provide useful assistance for conducting research.

Research philosophies can be classified based upon on subject's objectives, and also the best

approach to apply such ideas to a study's future progress. The research philosophies chosen

are determined by the type of content the research effort seeks to give. Learned conceptions

might be justifiable in a research study because they give the necessary philosophical

approaches to expand the approach.

Research philosophies can be divided into two categories: positivism and constructionism,

that could be applied to justify critical viewpoints. Several theorists interpret this concept in

varied contexts, but the core principles of premises are based on the same bedrock since it

essentially explains the processes in a comparable approach.

Positivism encompasses the present reality's relative independence in whatever circumstance.

Positivism covers the significance of a thing which is existent from a variety of viewpoints.

Most frequent research philosophy is positivism, which views data and analytical results to be

the cornerstone of a study. Positivism is a philosophy that focuses the practical values that

can be found in the research process and ensures legitimacy and fairness. In attempt to

develop research studies, post positivism is also a key that confronts and modifies the

efficacy of positivist (Hughes and Sharrock, 2016). Backstory, beliefs, principles, and

experience are the pillars of post positivism as a groundwork for meaningful attachments

inside the project.

Constructionism, but at the other perspective, claims that social phenomena can be explained

in a variety of ways by different individuals, and it is unlikely to achieve assumptions based

on the analysis. To accentuate the research, researchers must use interpretivism to

substantiate the arguments stated by positivist approach, since it plays the opposing purpose

of positivism philosophy while also allowing for comparison interpretations across research
(Žukauskas et al. 2018). Realism also is a useful ideology for justifying research methods

centred on a practical mindset (Khosa et al. 2016).

3.3 Research approach

In a research study, a research method is intended to understand the ideas that have been

taken in order to acquire comprehensive information about the case. There are two

approaches that should be highlighted:

The deductive method develops a proposition for an established model and concocts an

appropriate way to enhance reasoning. This method is helpful in cases where purpose of

research paper is to determine whether the current research paper fits the criteria of the

interpretive approach. In a positivist view, the deductive technique can be used to generate

ideas and assess the probabilities of potential outcomes (Bryman, 2016). Furthermore, using a

deductive approach to demonstrate the relevance of the link across concepts and theories is

useful. The deductive method establishes two distinct techniques to ensure efficiency: general

and particular approaches. The deductive concept is characterized by the development of a

broad theory and understanding of the relevant issue, accompanied by information of a small

segment of it, which facilitates in the investigation of theories and predictions inside the

research's structured process. The deductive technique also supports in the generalizations of

the issue and enables for the expansion of a particular area.

The inductive method is used to analyze a concept from a particular perspective to a broad

representation of the data. Observations serves as a catalyst for the researchers as they

move into broader views. There is no formal model that provides research findings at the

outset. The production of new hypotheses is closely associated with the inductive approach,

which has excellent data backing. This concept is generally employed in qualitative research,

according to Saunders et al. (2018), because it examines aggregate data first and then
evaluates it in a more constructive manner. This procedure is also beneficial to positivist

approach when analysing data and informing the development of findings. The inductive

methodology assists in the organisation of potential proposed model and hypotheses, and also

the discovery of suitable similarities in same context (Mayer, 2015).

This research was carried out using a deductive strategy to rationally determine the

consequences of a specific event or element. The inductive method, on the contrary, focuses

with the delivery of a completely new rational solution and hence cannot be used in this

research.

3.4 Research design

Strategic concepts are required to apply in order to accomplish certain research goals since

they promote efficiency, as recommended. The research model is made to provide necessary

process details for the study to proceed successfully. The aspects of the key informants, as

well as the methods for data analysis, make up this acceptable framework of successful

methodology. In addition, the explanatory, interpretative, and investigative versions of the

productive paradigm are included in the study design. The purpose of this study was to

employ an explanatory research design to describe the many processes associated with the

process and also the effects of certain choices.

The perspective of the chosen participants is reflected in the explanatory study design.

Moreover, it is element of an anthropological study that also contains a statistical foundation

for the format's continued advancement. A conceptual overview of the features of a group of

individuals or a social phenomenon is included in the design of explanatory study (Keutmann

et al. 2018).

This model can be produced utilizing a quantitative framework that shows how one

parameter effects the other and how modifications can be implemented. Explanatory study
design allows different aspects of the above factors to be successfully related while

performing the investigation. Explanatory study design, according to Subedi (2016), proves

to be helpful in identifying challenges and affecting elements within the Watsons' setting.

However, descriptive research can only give information because it is incapable of resolving

problems. Alternatively, exploratory research offers a wider picture of comparatively various

topic across sections of the inquiry, highlighting areas that need more formal research (Kang

et al. 2017).

3.5 Research strategy

This part of the research onion explains the various tactics that can be used to build the

essential foundations of a methodical research program. The research approaches are

determined by the researcher's intentions for the study's fundamental values. A good research

plan is the most important factor that the researcher must consider when writing an

informative research report. Experimental design, descriptive research, case studies,

questionnaires, action research, or even printed articles are all examples of research strategy

(Mayer, 2015).

Experimental research encompasses several approaches that aid in the creation of a research

route that only incorporates the outcomes of an investigation that are contrary to expectations.

Experimental research has grown more effective and accurate since it allows for a more

thorough discussion of many forms of information (Reinharz, 2017). It also lowers the

number of influencing factors that effect on the research project. This technique highlights

the connection involving various critical aspects, which is thoroughly analysed and validated

in light of the study paper's intended findings. However, action research is intended to be a

practical approach to a specific study problem inside the research project. Multiple

inspections are considered in this procedure to determine a prospective Action plan. This
technique entails a structured procedure called reflective action, which enables for

professional conduct.

A case study is an evaluation procedure that discovers special characteristics and offers a

solution to a particular aspect of any situation (Hancock and Algozzine, 2016). This approach

is used in the financial sector when evaluating the expertise of relevant organisations.

Questionnaires and interviews are mostly used to get useful information on economic and

social concerns. The study's reasoning and activities are embodied in the research approach,

which forms the basis for the research undertaking.

Inside the research onion, this technique includes single approaches, mixed methods, and

multiple multi-methods. Single techniques consist of a single research strategy used to

perform the study, whereas mixed method research includes more than one research

methodology used to enrich the research activity with possible knowledge and future growth

opportunities. As an information accumulation procedure, this research strategy incorporates

both primary and secondary data methodologies.

3.6 Data Collection Methods and tools

The research methodology used in the process determines how data is collected and how the

research project is processed. The data collection technique has a significant impact on the

research because it supplies crucial information and determines the efficacy of the presented

argument. As the data gathering procedure gives vital information to develop a structured

research study with a more relevant perspective, this strategy aids in gaining considerable

accuracy and firmness. The study report can use information flow to support relevant

concepts and theories, as well as their applicability to any sectoral context. The primary data

collection technique and the secondary data collection method are two different types of
information gathering methods (Mayer, 2015). There are various successful information

gathering techniques that ensure the effectiveness of the study effort.

Quantitative Data collection and Analysis

The term "quantitative data gathering methodology" describes a process that concentrates on

a wide range of statistical information. It is composed of a number of approved and evaluated

validity criteria. The goal of the approach was to collect a substantial proportion of

responders, which is required to generate statistically accurate results. Although this

procedure is based on positivist philosophy, it can be applied to a broad spectrum of social

phenomena. Since Watsons is involved healthcare and beauty industry with a large number of

consumers and employees, quantitative data collection can be a beneficial tool for interacting

with a larger number of people. Numerical analytical methods and statistical procedures,

according to Hancock and Algozzine (2016), contribute in the implementation of quantitative

approach inside a research study.

Qualitative Data collection and Analysis

The constructivist perspective is inextricably linked to qualitative data gathering methods.

This method helps the researchers in avoiding putting self-perceptions about social issues on

the interviewees. The main goal is to find out what the respondents think about the same

actuality of the topic. The viewpoints of responders, instead of the researcher's, are expressed

in this technique. The perspectives, motives, and aspirations of interviewees are used to

explain the process of social phenomena in qualitative data collecting. Questionnaire forms or

texts with open responses can be used to carry out this approach. Interviews with authorities

can help the researcher establish a better study background in order to explain the

significance improvement of Watsons' (Mayer, 2015). In order to conduct the research with

considerable information, combined quantitative and qualitative data gathering approaches

were used.
Discourse Analysis

Discourse analysis is concerned with assessing the reasons and outcomes of a certain activity

or utterance. It also entails undertaking a comprehensive investigation of the participants'

cognitive states and attitudes (Han, 2015). This approach is used to perform a deep study of

interviewees' opinions and the consequences that may result from their opinions. Because of

their ability to give vital information and specifics concerning the aspects involved in digital

marketing in Watsons', this research was conducted using all three data gathering and

analysis methodologies.

3.7 Data Sources

Primary data sources

Numerous first-hand information sources are referred to as primary data sources. This

technique incorporates historical sources as well as any additional material obtained through

personal interviews or surveys of selected individuals. To improve the credibility of the

project, the researcher can also employ statistical records and documents produced from other

experts. The most crucial feature is the primary data gathering method, as it supplies

necessary information to define the research considerably (Abgaz et al. 2018). Human

engagements are also the primary research method. To help with the procedure, both

quantitative and qualitative methods, as well as blended methodologies, are used.

Secondary data collection method

The primary approach of secondary data gathering is based on data generated by other

academics working in same setting. When integrating secondary sources collected by other

researches, one researcher can perform study. Secondary data are collected from journals,

news stories, periodicals, and publications, as well as other sources of contextual information.

Both data collection strategies are used in this research. The quantitative strategy improves
efficiency while conducting exploitations and serves to clarify connected subjects of

Watsons' and its other features, while the qualitative approach is useful in providing precise

details about interviewees' opinions (Croes et al. 2018).

3.8 Ethical Considerations

The information gathered regarding the digital marketing elements of Watsons, and its

effectiveness during COVID, is not used for any business purposes or to satisfy any

organisational interests. Data on the Watsons' that is presently accessible will not be modified

in order to address Watsons' digital marketing scenario. In the meantime, only spontaneous

contributions would be used as primary sources.

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