Description of dissertation topic. The more detail here the better!
For the past ten years the use of the internet has increased by about 2000% globally and its use has enabled the planet to a global village where news travel instantaneously. Marketers have resulted to use the internet especially social media to advertise their products. Big, medium and small enterprises use the internet to advertise their products. All business in all fields and industry use the internet daily to expand their market base.
There has been a significant decrease in advertisements run on mainstream media like newspapers, radio, magazines and televisions. Advertisements are the main source of revenue generation for the traditional media. The internet has impacted the mainstream media both positively and negatively. This dissertation will investigate the impacts.
3. In what general area of marketing and marketing theory, does this topic belong?
Marketing Communications (Advertising, promotion, sponsorship, endorsement, digital marketing)
4. 4 references of academic literature, or industry reports that are relevant to your proposed research area
I have attached 4 pdf links below that will be good references to your dissertation
http://eprints.covenantuniversity.edu.ng/1012/1/The%20Implications%20Of%20Internet%20On%20The%20Media%20And%20Practice%20Of%20Mass%20Communication.pdf-
olusola OS, 2007. The Implications of Internet on The Media and the Practice of Mass Communication. Nigeria.
https://www.mckinsey.com/~/media/mckinsey/dotcom/client_service/High%20Tech/PDFs/Impact_of_Internet_technologies_search_final2.aspx-
Bughin J, Et al, 2011. Impact of Internet Technologies: Search. Mckinsey&Company. Brussels
https://www.saylor.org/site/textbooks/eMarketing%20-%20The%20Essential%20Guide%20to%20Online%20Marketing.pdf
Armstrong S.J, 2008. The Essential Guide to Online Marketing. Saylor org.
http://library.ku.ac.ke/wp-content/downloads/2011/08/Bookboon/IT,Programming%20and%20Web/internet-marketing.pdf
2011. Internet Marketing . Ventus Publishing ApS. Kenyatta university.
5. Which methodology will you be using?
Qualitative (Interviews, focus groups: e.g. Thematic or Content analysis) qualitative methodology will be used because this is an exploratory research and the audience of this research must understand the underlying reasons, opinions and motivations
6. Who will you involve in your research?
I will interview media houses marketers, advertisers, marketing firms and social media influencers.
