Introduction:

As compared to other business industry, jewellery industry bears low risk factors due to its specific selling channels. Jewellery being high consumption products needs a systematic selling strategy so that large number of target customers can show their level of interest in purchasing products. Automatically, the business is expanded beyond going regional market. This specific study has provided detailed overview on how online media platforms are effective in distributing product concept in multinational countries. In order to grab the attention of global customers the business experts have to focus on effective marketing strategy of products and services. Pfeffer, Zorbach and Carley (2014) opined that online media platform is one of the most effective ways of expanding business in various geographical boundaries. Customers by sitting at their own place can get detailed overview about the products and services by accessing online media channels.

The study has provided detailed insight about on how online media platforms leave major positive impact in consumers’ purchasing behaviour especially in the Jewellery industry. China was one of the largest customer markets in jewellery industry who occupied immense recognition due to its variety of product quality and fast services. During economic slowdown in last five years the market demand of Jewellery has declined. As per National Bureau of Statistics of 2016, jewellery retail sales from businesses above scale remained as RMB299.6 billion, roughly the same as in the previous year. Hess (2014) opined that lack of use of proper promotional channels is one of the most important reasons due to which jewellery industry fails to regain its market demand. After identifying the issue numerous eminent researchers and practitioners have showed their concern on how China jewellery industry can regain their market demand. The study is constituted with five major chapters. Data and information from different reliable and valid resources is gathered for completing the entire project successfully. At the end of the chapter, the study has provided some of the major recommendations based on which the researcher gets the scope of improving the issues that China jewellery industry is facing for last five years. The research has provided an improved marketing plans and strategies by using new media platforms. By using those new media tools the researcher has evaluated on how to grab customers’ attention for expanding business in the international market.

Background of the research:

At the very initial business scenario, it is observed that jewels of China industry gets distributed via stores. Ruths and Pfeffer (2014) stated that customers after visiting the stores and verifying the quality of products and services used to decide their purchasing behaviour. Gradually with the rapid progress of globalization the customers’ behaviour are changing day by day. China has decided to launch e-commerce business method for distributing their brands and services in numerous geographic boundaries. The proportion of e-commerce business is increased 0.5% in 2009 to 4.0% in 2014. In order to make an e-commerce business successful the business experts have to focus on effective promotional activities as well so that the brand can gain international image and reputation. Davenport et al. (2014) opined that after the emergence of e-commerce business process in the China jewellery market large number of researchers has observed that the country is not using new promotional channels more effectively. As a result, both the customers of various countries fail to get detailed knowledge and information about product diversity and service facilities of China jewellery industry.

After identifying the research issue the study has focused to give critical evaluation about the specific media channels and its appropriate online marketing strategies. While analysing the importance of online media tools the study has stated that business experts have to face immense challenges as well while using online media tools. Ceron (2015) opined that the marketing executives are unable to select proper promotional campaign that can grab the attention of large number of customers. In order to draw the attention of global customers the marketing executives have to focus on lucid languages so that it can drag the attention of people belonging to various geographical backgrounds and attitudes (Reuter and Szakonyi 2015). On the other hand, in quest of grabbing the attention of large number of customers the organizations have to increase their product variety to introduce the brand in the international market.  

Rationale of the study

The scope of social media applications and new media sites are immense in drawing the attention of global customers. Social media can connect with the people of various geographical backgrounds (Messing and Westwood 2014). It is a tool of introducing new brands in different geographic locations. Automatically, the number of target customers is increased that enables to expand the entire process of business in different locations. However, china jewellery industry is very much flourishing growing. Quality and fashionable products are the unique selling point of this industry. As a result, the market research says that the organizations should focus on proper promotional mix strategies and online media tools to impress global customers. Therefore, both the customers and the service providers will be equally benefited and facilitated. The researcher after analysing the research issue has identified that there are some of the most effective social media channels which are very much efficient in grabbing customers’ attention in the international market. The primary purpose of conducting this research issue is to evaluate whether these social media channels are compatible for impressing the attention of customers or it is not very effective for expanding the widespread wings of business in the overall international market and spheres.

Significance of the study:

As already stated economic slowdown has made a drastic change on the overall growth of China business industry especially in jewellery sector (Pang et al. 2014). Thus, the researcher has focused to make detailed overview on how online media vehicles are effective enough to regain the market demand.  The purpose of China industry is to render bigger market for gaining more profitability. Therefore, traditional form of advertisement is not sufficient enough in drawing the attention of large number of customers. The business experts believe that popular social media challenges or digital media tools are primary sources for reaching the minds of large number of global customers. It is observed that while depending entirely on social media platforms for business promotion the researchers are facing immense challenges in targeting the people of different age groups. Middle aged persons are not very much accustomed with the advanced technology. Therefore, the business experts fail to create awareness about the products and services.

As a result, young generation becomes the target customers mostly. In addition, the marketing executives have to face immense challenges in selecting proper media channels as well. The study thus after identifying the research issue has focused to evaluate on how the business experts have faced immense difficulties in utilizing online media channels properly. On the other hand, the customers have to face innumerable difficulties in getting regular updates about the brands and the services as the target customers are not visiting the channels properly. On the other hand, lack of active promotional campaign is one of the most important factors due to which customers are unable to show their attention towards purchasing products. In order to expand business by using online promotional platforms the business experts have to focus on the customers belonging to different geographical backgrounds and attitudes. As a result, the promotional language and product concept should maintain lucid language so that customers do not have to struggle in getting detailed overview.

Aims and objectives 

• To critically evaluate theimpact of online media on the growth of Chinese jewellery industry
• To understand the factors that prevent in implementing online marketing strategies for the growth of Chinese jewellery industry
• To provide some of the major recommendations on how to improve online marketing strategies for  Chinese jewellery industry growth by using new media platforms effectively  

Research question

• What is theimpact of online media on the growth of Chinese jewellery industry?
• What are the factors that prevent in implementing online marketing strategies for the growth of Chinese jewellery industry?
• What should be the relevant recommendations for improving online marketing strategies for the growth of Chinese jewellery industry?

Research hypothesis:

H0: Online media platform has no significant positive impact for the growth of Chinese jewellery industry

H1: Online media platform has significant positive impact for the growth of Chinese jewellery industry

Research limitations:

The study may have to face major constraints in conducting the entire research successfully. In order to complete the entire study successfully the researcher should concentrate on collecting appropriate data and information from different reliable and valid resources. However, the study might have to face challenges in maintaining a systematic data collection procedure. While selecting methodological tools the researcher might have to face difficulties in selecting proper tools of research methods. The entire research is planned to be conducted within stipulated time. However, it is a matter of big challenge for the researcher to conduct entire study successfully and gathering data from authentic resources within this stipulated time schedule.

The researcher while following proper ethics, beliefs and values may have to face challenges. Ethical consideration is one of the most significant parts of research process. Respondents might come from different cultural backgrounds and attitudes. Therefore, linguistic barrier may occur while communicating with the respondents. If the researcher fails to make effective communication with the participants the entire flow of data collection methods loses its systematic rhythm. However, these specific areas should be handled with serious concern so that the researcher can successfully overcome the challenges and complete the research issue with proper efficacy.

Summary: 

This specific study has provided deep insight on how online media platforms are effective in distributing product concept in multinational countries. In order to grab the attention of global customers the business experts have to focus on effective marketing strategy of products and services. China as per the-then business scenario was one of the largest customer markets in jewellery industry who occupied immense recognition due to its variety of product quality and fast services (Messing and Westwood 2014). During economic slowdown in last five years the market demand of Jewellery has enormously declined. The study being constituted with five major chapters has critically evaluated on how online media vehicles are effective enough in promoting business strategies of jewellery industry of China.

The study primarily aims to critically evaluate the impact of online media on the growth of Chinese jewellery industry. The primary purpose of conducting this research issue is to evaluate whether these social media channels are compatible for impressing the attention of customers or it is not very effective for expanding the widespread wings of business in the overall international market and spheres. The prime objective of this research are to critically evaluate the impact of online media on the growth of Chinese jewellery industry, to understand the factors that prevent in implementing online marketing strategies for the growth of Chinese jewellery industry and to provide some of the major recommendations on how to improve online marketing strategies for Chinese jewellery industry growth by using new media platforms effectively. Moreover, a hypothesis is also developed in this research study that is “Online media platform has significant positive impact for the growth of Chinese jewellery industry”.

Literature Review

Dart (2014) opined that literature review refers to critical evaluation based on specific research issue. After identifying the problem statement the author aims to involve the opinion of different conspicuous scholars. After analyzing their point of view an effective conclusion is made critically. This specific literature review has focused to make an in-depth analysis about impact of online media on the growth of jewellery industry. With the emergence of new technology the customers’ purchasing behaviour has also been changed in accordingly. Huang, Baptista and Newell (2015) stated that before purchasing a product customers tend to get detail overview about product ingredients, its necessary facilities and benefits. However, it is undeniable that online media platform has significant positive impact for the growth of jewellery industry. On the other hand, scholars from other contemporary group have provided different point of views. As per the opinion of these eminent scholars online platforms can drag the attention of specific group of people. Ellison, Gibbs and Weber (2015) opined that customers from different age group may not be flexible with online media. Jewellery being high consumed product should not be restricted with specific media channels. As a result, only digitalization is not effective enough in dragging the attention of large number of customers.  

Current business scenario in jewellery industry:

While evaluating entire market scenario of China, an effective industry analysis is conducted. In order to make detailed industry analysis porter’s five forces model is critically presented where the business experts have received detailed overview about five major factors within the market. Parveen, Jaafar and Ainin (2015) opined that the five major factors include suppliers’ power, buyers’ power, threats from the competitors, threats from the substitute and new market entry threats.

Suppliers’ power in China jewellery industry is high due to the limited number of distributing centres in terms of jewellery shops. Go and You (2016) opined that among precious metals in China market scenario the name of gold and platinum are the most prominent. Due to the limited number of raw material suppliers the rate of price fluctuates very frequently. In this kind of situation, organizations have to face serious market downfall due to high product price.  As a result, business organizations have to follow effective market strategy at that time so that the business experts do not lose customers’ loyalty.

Buyers’ power in this situation is low due to high bargain power of the suppliers in china jewellery market. Due to limited number of suppliers the customers do not get enough space in bargaining with the seller regarding price rate. Myllylahti (2014) opined that the domestic market of jewellery prices is based on the raw materials. If the price ranges of the raw material are high the purchasers do not get enough chance to reduce the price range. In this kind of situation, the market scenario becomes very much difficult for the business experts for maintaining sustainability. In order to overcome this kind of situation, the business experts have to face immense challenges in drawing customers’ attention. Weimann (2014) opined that rendering product variety within stores is one of the most significant ways of attracting customers’ attention. On the other hand, the business experts can focus on implementing advanced technology within services as well. As a result, the customers would not have to go anywhere in receiving services.

Threat from substitutes implies that the high market power of other substitutes of gold and platinum. García-Avilés, Kaltenbrunner and Meier (2014) emphasized that silver, costume jewellery, imitation gold, pearls are the primary substitutes of gold and platinum. As per market price, imitation gold or pearls include cheaper rate than original gold. Naturally, customers tend to show their level of interest in purchasing substitute jewellery. Therefore, the market of gold and platinum has to face innumerable challenges in running their entire business process in the market of China.

Leung and Lee (2014) commented that threat of new entry implies those business organizations while starting their business in the market the organization has to face immense challenges in order to draw the attention of customers and collect the response of the participants. However, in order to gain appropriate recognition and customers would have to focus on promoting their business effectively so that it can create awareness in the mind of customers.

Traditional business method of jewellery industry 

As per traditional business method, the customers intend to run their business by running offline physical stores. Cunningham, Craig and Silver (2016) opined that jewellery is high consumed products. As per psychology of customers in general an individual person wants to view the jewellery directly for evaluating its quality. As a result, business experts at the very initial stage believed in direct marketing method. In this very specific promotional policy the service providers tend to make interpersonal communication with the customers. This specific method of communication process helps the customers share their opinion directly to the service providers. De Vries and Carlson (2014) stated that traditional business method is endowed with both positive and negative impact. On one hand, the business experts get the opportunity of conveying their message directly to the customers. Automatically, they are able to collect customers’ response immediately.

On the other hand, traditional business method is very much restricted within regional boundary. Direct marketing or offline media promotion is not able to grab the attention of international customers. As a result, the market expansion becomes limited within specific geographic locations. Moreno et al. (2015) stated that television or print media is not effective enough in multiplying the messages in the global market. Like the same way, physical stores and visual merchandise can drag the attention of regional customers and pedestrians.  

Emergence of new media channels for rendering bigger market 

Numerous personalities have provided their own opinion regarding the importance of selected media channels for business expansion. Cardon and Marshall (2015) opined that specific group of people have opined that social media pages such as Fecebook, Instagram, and Twitter are very much effective in grabbing the attention of international customers. On the other hand, some of the eminent personalities have differed the point of view of these previous scholars. As per their opinion, business experts need to use those new media platforms where audio and visual effects both the successfully available. Youtube, Artefacts, Flip charts are very much popular to grab customers attention immediately. However, going over all controversies, the media platforms that are selected for drawing the attention of international customers are as follows:

• WeChat:

Gibson, Römmele and Williamson (2014) opined that WeChat is the most effective e-commerce promotional channel where the customers do not need to invest money for installing the application. With the help of this platform customers can directly communicate with the service providers regarding products and services. By using this online media platform the service providers can get immediate response of the customers. As a result, they are flexible to make business strategies and policies. Kumar and Pansari (2016) stated that one of the most effective disadvantages of this application is that customers cannot view the images of designed jewelleries. They can get overview about product features and its necessary benefits and facilities. As a result, customers may show their reluctance in viewing WeChat due to this constraint.

• Facebook:

Facebook is another online media platform where customers can view detailed features of the products along with the product images. As a result, the customers by sitting at their own place can view numerous fashionable jewelleries along with its product features. Smith and Gallicano (2015) opined that while viewing the products and its features the customers get to know the necessary reviews’ from users. This feedback is high effective on the overall purchasing behaviour of the customers. However, Facebook is such an active online platform where the customers from different geographical boundaries can get the scope of making their individual comment regarding the brand or services. As a result, this platform can drag the attention of international customers.

• Instagram:

Zhang and Gupta (2016) commented that this online media platform follows the features of Facebook with some major limitations. With the help of this media platform the business experts cannot make public post. Therefore, the entire promotional method becomes very much restricted within boundary. Only the loyal customers can get an overview about the new products. Therefore, the business experts by using this platform cannot increase their number of target customers.

• Youtube:

This platform is very popular due to its audio-visual effect. Scheepers et al. (2014) opined that viewers from different geographical backgrounds and attitudes can easily get an overview about the product concept. Viewers can get the opportunity of viewing video at their flexible time. On the other hand, people who have poor educational background are not comfortable in reading promotional pages. For those kinds of target customers Youtube video clips are very much effective to drag their attention. Moreover, after uploading the videos customers can watch it up at any time.

• Official websites:

Alexander (2017) opined that official websites are made for promoting the products of this specific company. Before purchasing a product or their services customers can visit official websites in detail. They would receive in-depth information about the product and its ingredients. Customers can view the designs of that jewellery as well. It would be beneficial for both the service providers and the service users.

Impact of new media on organizational growth of jewellery industry 

New media can grab the attention of customers from different geographic locations. Bennett, Segerberg and Walker (2014) stated that in order to get an overview about the products and services customers can visit new media platforms by sitting at their own workplace. On the other hand, new media can gather people from different religious backgrounds and cultural attributes. In this kind of situation, the business experts have to render immense diversification within their products and services. Business and promotional method is low cost effective than offline stores. As a result, the business experts do not have to invest large amount of money for promoting their business through online platforms. Ngai, Tao and Moon (2015) opined that new media is possessed with several negative impacts as well. Customers from all age groups are not comfortable with new media platforms. They have to face challenges in operating advancement of technology. In this kind of situation, customers are unable to view important promotional campaign in different new media platforms. As stated by Mount and Martinez (2014), new media can introduce the brand in global market with the help of which customers from different geographical backgrounds and attitudes can purchase the brands after evaluating customers’ review. As a result, service providers are able to maintain customers’ loyalty.   

Necessary barriers in utilizing proper media channels within jewellery industry 

The primary barriers that the business service providers have to face in new media platforms include language barrier, psychological barriers and cultural barriers and so on. Van Dijck and Poell (2015) opined that while promoting the products in different new media platforms the business experts have to deal with the people from different language backgrounds. As a result, communication is a major issue due to which customers show their reluctant attitude in purchasing products and services from China. It is also evaluated that China’s regional culture is very strong. Bennett, Chin and Jones (2015) stated that the inhabitants of China while dealing with the customers feel comfortable in interacting with people by using their regional language. Therefore, their official product promotional content seems to have lack of proper lucidity of language.

Psychological barriers also play one of the most significant roles in creating barrier on new media promotion. As already stated, people belonging to various geographic locations and cultural attitude are available on new media platform. Therefore, the product designers should not be restricted within specific designs of jewellery. Violante and Vezzetti (2014) commented that they have to render product diversification. Otherwise, the number of target customers belonging to various psychological backgrounds and attitudes cannot be increased. Business process would not expand their wings in various geographic locations. Cultural and religious barrier is one of the most important constraints of using new media platform. New media is effective in spreading their wings in various multinational countries. Mount and Martinez (2014) opined that the business experts have to be responsible in drawing the attention of people belonging to different religious backgrounds and cultural attitudes. In this kind of situation, the people have to face immense challenges in getting impressed with the product designs of China jewellery industry. Business experts have to make innovative plans and designs for fulfilling the needs and demands of global customers. These specific barriers are major issue in the growth of organizations.

Ways of overcoming the barriers of implementing new media channels

Alexander (2017) stated that providing effective training and development session to the employees is one of the most effective ways of enhancing technological skills and competency level of the employees. Large number of employees is still associated with the business services that are not well acquainted with operating advanced technology and using new media platforms. As a result, service users do not get systematic feedback and responses from the service providers. In this kind of situation, customers tend to show their reluctant attitude in pursing services and products from China jewellery industry.

 In addition, the business experts should concentrate on the content quality that they are using for grabbing the attention of global customers. Zhang and Gupta (2016) opined that the language should be lucid and crispy so that customers of various cultural backgrounds tend to show their level of interest in viewing the promotional campaign. The business experts of China jewellery industry should use audio visual media such as Youtube more effectively rather than using Facebook, Instagram and so on. Consequently, the viewers would not have to put additional effort in understating the product concept. However, these are the specific areas based on which business experts can improve their service as well as promotional methods.

Literature gap:

The entire literature review has focused to make in-depth overview on how online media platforms leave major impact in grabbing customers’ attention. With the emergence of new technology the customers’ purchasing behaviour has also been changed in accordingly. Before purchasing a product customers tend to get detail overview about product ingredients, its necessary facilities and benefits. However, it is undeniable that online media platform has significant positive impact for the growth of jewellery industry. In order to make detailed industry analysis porter’s five forces model is critically presented where the business experts have received detailed overview about five major factors within the market. The five major factors include suppliers’ power, buyers’ power, competitors’ threats and threats from the substitute and new market entry threats. However, rendering product variety within stores is one of the most significant ways of attracting customers’ attention. On the other hand, the business experts can focus on implementing advanced technology within services as well.  Moreover, in order to gain appropriate recognition and customers would have to focus on promoting their business effectively so that it can create awareness in the mind of customers.

It is however undeniable that the entire literature review is possessed with some of the major gaps. The study could have used consumers’ behaviour theory in order to analyse the purchasing behaviour techniques and method of different customers. On the other hand, while discussing the impact of online media in grabbing customers’ attention the study does not concentrate in critical analysis by involving numerous eminent scholars. In addition, while discussing emerging new media channels the study has focused on visual platforms only rather than giving importance on audio-visual effects. Consequently, the literature review is possessed with major limitations which should be improved.

Chapter 3: Methodology

3.1 Introduction:

Research methodology is the systematic process of gathering sufficient data and information based on various possible resources with the help of appropriate methodological tools. After identifying the research issue the researcher has used proper tools of research methods for gathering data from numerous resources.  

3.2 Research design:

Research design is the method of organising information collected from different reliable resources by using effective methodological tools. Research philosophy is the process of gaining in-depth knowledge of research issue based on collected data by applying psychological approaches (Novikov and Novikov 2013). Research philosophy is of three major types including positivism research philosophy, interpretivism and realism. This specific study has focused to use positivism research philosophy based on which the researcher has made keen observation on the identified issue. With the help of descriptive research deign the researcher has explained the collected data from different point of view. While using descriptive research design the researcher does not have enough right to interpret data by highlighting its numerous pros and cons (Mary Converse 2012). At the end, the researcher has used deductive research approach for conducting the entire study. Deductive research approach enables the researcher in evaluating necessary information based on the existing theories.

3.3 Data collection:

Data collection is the process of acquiring valid and reliable data from different sources.  Data collection method is primarily constituted with two types that include primary source of data collection method and secondary source of data collection method. Primary source of data collection method enables the participants to give direct response to the researcher and provide an immediate feedback (Coleman 2013). As a result, the researcher does not have to wait for a long time in analysing data based on customers’ response. On the other hand, secondary source of data analysis method is able to gather information from various books, journals, magazines and online websites (Håkansson 2013). While using secondary source of data resources the data analysis procedure is delayed.

In this very specific study, the researcher has used primary source of data collection method. By conducting a survey, total ten questionnaires are prepared for gathering the feedback from participants. 100 respondents are involved in providing their response regarding the impact of online media on the growth of Chinese jewellery industry. While selecting the participants both male and female employees are provided equal respect and dignity.     

Sampling methods:

Sampling method involves in collecting data from a particular group of people amidst large number of respondents (Tracy 2012). Sampling method is constituted with two major types including probability sampling technique and non-probability sampling technique. Probability sample tends to select the participants directly. On the other hand, non-probability sampling method has selected the respondents from specific group who are involved directly with the research issue. In this very specific study, the researcher has used non-probability sampling technique for involving those customers who have used online media platform for getting overview on China jewellery industry (Collis and Hussey 2013). Among 150 sampling size, total 100 customers responded on the survey procedure.  

Data analysis:

The entire data is conducted by maintaining quantitative data analysis. This very specific research issue is dependent on two major variables including dependent variable and independent variables (Palinkas et al. 2015). The impact of online media platform includes independent variable and its effect on business growth covers dependent variables. In order to prove null hypothesis positive the study has used regression analysis with ANNOVA. On the other hand, graphical representation is provided for presenting the result of data analysis and findings at a glance. Regression analysis is very much effective in maintaining the accuracy rate of collected data from the participants.

Ethical considerations:

While conducting the study every researcher has to follow an ethical culture. Respondents involved within the study should never be forced to provide their response. The participants should be given the liberty of maintaining spontaneous response. In this kind of situation, the customers being happy and satisfied tend to participate within data collection method (Smith 2015). Moreover, while making the research work the researcher has to focus data protection act as well as anti-discrimination act very consciously. Data protection act ensures that the researcher is not allowed to disclose information about the respondents in front of third party without taking permission of the concerned person. In addition, anti-discrimination act enables to give equal priority and response to both male and female respondents. As a result, the entire research is conducted by maintaining gender equality (Wahyuni 2012). The participants who are not comfortable enough in maintaining effective communication the researcher can easily communicate with them by maintaining non-verbal communication method for keeping up the friendly environment.

Time-frame:

This specific part has implied detailed overview of the research plan based on which the entire study is conduced. The time-frame covers several areas. From selecting the topic to submission of the paper the entire schedule is made within this research plan.

Main activities/ stages	1st-2nd Week	3rd- 4th Week	5th- 6th Week	7th-8th Week	9th- 10th Week	11th- 12th Week
Topic Selection
Data collection from secondary sources
Framing layout of the research
Literature review
Formation of the research Plan
Selection of the Appropriate Research Techniques
Primary data collection
Analysis & Interpretation of Data Collection
Conclusion of the Study
Formation of Rough Draft
Submission of Final Work

Table 1: Time-frame of the research plan

(Source: As created by the author)

Findings

This chapter comprise of the analysis of 10 research questions in which three are demographic questions, the next four research questions are based on factors of online media and the next three research questions are based on factors for the growth of Chinese jewellery industry.

Consent form:  I need to conduct a survey for getting necessary responses on my identified research issue. The research issue includes impact of online media on the growth of Chinese jewellery industry. So, Participants are invited for providing their feedback by showing in most co-operations.

Factors of online media

How far do you agree that e-commerce service is very much effective in the market of China within jewellery industry?

Options	No of respondents	Total respondents
Strongly Agree	44	100
Agree	42	100
Neutral	7	100
Disagree	5	100
Strongly Disagree	2	100

Table: Response on effectiveness of commerce service of Chinese jewellery industry

(Source: Created by Author)

 Do you agree that the online media China jewellery industry is using is competent for communicating all the details of the jewellry?

Options	No of respondents	Total respondents
Strongly Agree	44	100
Agree	42	100
Neutral	2	100
Disagree	8	100
Strongly Disagree	4	100

Table: Response on providing competency of communication through social media in Chinese jewellery industry

(Source: Created by Author)

How much will you buy jewellery online?

Options	No of respondents	Total respondents
Very frequently	42	100
Frequently	44	100
Neutral	2	100
Not frequently	4	100
Not very frequently	8	100

Table: Response on provision of effective brand engagement with 24/7 brand optimization through social media in Chinese jewellery industry

How far do you agree that China jewellery industry effectively utilizing the online media for promotion of their products?

Options	No of respondents	Total respondents
Strongly Agree	47	100
Agree	40	100
Neutral	7	100
Disagree	2	100
Strongly Disagree	4	100

Table: Response on utilizing the online media for promoting products through social media in Chinese jewellery industry

(Source: Created by Author)

Factors for the growth of Chinese jewellery industry

Do you think that online media make more people (including international users) aware of their products that help their business to grow?

Options	No of respondents	Total respondents
Strongly Agree	40	100
Agree	39	100
Neutral	9	100
Disagree	7	100
Strongly Disagree	5	100

Table: Response on business growth through making people aware of the products

(Source: Created by Author)

How far do you agree that satisfied users of China jewellery industry promotes the brand through word-of-mouth  

Options	No of respondents	Total respondents
Strongly Agree	33	100
Agree	45	100
Neutral	10	100
Disagree	5	100
Strongly Disagree	7	100

 

What design do you like?

Options	No of respondents	Total respondents
Retro	27	100
Modern	46	100
Semi-modern	12	100
Vintage jewellery	3	100
Antique jewellery	11	100

Research Result

SUMMARY OUTPUT
Regression Statistics
Multiple R	0.69110694
R Square	0.4776288
Adjusted R Square	0.47229848
Standard Error	0.70675607
Observations	100
ANOVA
	df	SS	MS	F	Significance F
Regression	1	44.75859454	44.75859	89.60605	1.74593E-15
Residual	98	48.95140546	0.499504
Total	99	93.71
	Coefficients	Standard Error	t Stat	P-value	Lower 95%	Upper 95%	Lower 95.0%	Upper 95.0%
Intercept	0.38683746	0.162313253	2.383277	0.019087	0.064732105	0.708942825	0.064732105	0.708942825
Median	0.68136085	0.071979447	9.466047	1.75E-15	0.538519989	0.82420172	0.538519989	0.82420172

Table: Regression analysis for the research

(Source: Created by Author)

Discussion

For the first research question, the total number of respondents considered for the research is 100 and for the research question regarding the age group it is found that 32% of the respondents belong to less than 25 years. Moreover, 42% and 15% of the research respondents belongs to 25- 30 years group and 31- 40 years group. Lastly, only 11% of the respondents are greater than 41 years.

In this research, all the known social media in China has been considered as an option and it has been found that WeChat is the most used social media by Chinese people. The research outcome shows that 39% of the people opt WeChat more than other social media, 17% uses RenRen; while, 9% utilize DianPing. It has been also found that 24% of the research respondents use Weibo and 11% and 3% utilizes DouBan and Youku Tudou respectively. Thus, it can be stated that Chinese people are more associated with WeChat followed by Weibo.

The research outcome for the question which product the research respondents like to search in social media, it has been found that more people search for jewelry options when they search for any products online. The data shows that 52% of the research respondents search for jewellery products, whereas, 25% and 6% of the respondents search for clothes and books. Lastly, rest of the 17% of the respondents searches for electronic good. Thus, it can be stated that the jewellery business in China have an opportunity to establish their market.  

The findings for the fourth research question that e-commerce service is very much effective in the market of China within jewellery industry shows that 44 respondents out of 100 strongly agree with the same fact. Moreover, 42 more research respondents agree with this research question. On the other hand, total of 7 research respondents are against of the facts and rest of the 7 respondents shows a neutral perception regarding the same question. Thus, it can be said that the existing companies belong to Chinese jewellery industry utilize the e-commerce technique to deliver the ordered jewellery. Therefore, this positive response also illustrates that there is a greater opportunity for the jewellery business to prosper in the Chinese market.  

For the fifth research question whether or not the online media China jewellery industry is using is competent for communicating all the details of the jewelry, it has been found that 44 and 42 research respondents strongly agree and agree with the same fact. Moreover, there are 8 and 4 research respondents disagree and strongly disagree with the same research question; while the remaining 2 respondents remain neutral during the research. Thus, it can be said that people in China belief that social media is an effective platform for communicating any news and updates with the customers and users. Thus, businesspeople can utilize the same for making more people aware of their business and available products. This mode of communication also helps in attaining more customers and also has the potential to target international users.

Moreover, for the sixth research question that is whether or not people buy online jewellery that promotes the business growth, it has been found from the research that 42 and 44 research respondents strongly agree and agree with the same fact. On the other hand some respondents oppose the same fact in which 4 and 8 respondents disagree and strongly disagree with the research question. Lastly, only 2 research respondents are there that remain neutral in this case. Thus, it can be said that social media if used by the Chinese Jewellery marketers they can obtain constructive brand awareness which on the other hand ensure client loyalty. Since, online appearance is also considered as vital marketing tool, Chinese Jewellery marketers can associate their loyal customers together and gain maximum financial growth.

For the seventh research question, a significant number of 47 research respondents strongly agree with the fact that China jewellery industry effectively utilizing the online media for promotion of their products which is furthermore agreed by 40 more respondents. There are also 7 research respondents, who remain neutral regarding this research question. It has been also found that 2 and 4 research respondents disagree and strongly disagree with the fact that online media is an effective source of promoting the brand. Thus, it can be said that majority of respondents think that if businesspeople utilizes the social media effectively, they can attain more customers. The literature review also shows that online sites and social media are effective medium to target more people and promote their brands. Thus, concerning this research, the findings for this research question shows that the Chinese Jeewllery market can utilize the social media to promote their brand more effectively.

The eighth research question is about whether or not online media make more people (including international users) aware of business products which help a business to grow. The research respondents give their response according to which it is found that 40 and 39 research respondents strongly agree and agree that online media target all users including national and international users. 9 out of the total 100 respondent does not stated anything and remained neutral and rest of the total 12 respondents denies the same fact. Thus, it can be said that online media is effective for delivering the details to all the users. Thus, it is effective to use the social media to make more people aware of the business. The data findings from the literature review also shows that making more people aware helps in business growth as they can also purchase products if it matches with their requirements. Thus, in Chinese market also businesspeople can make more profit by targeting more customers if they use social media and online media for promoting their brands.

The ninth research question is about whether or not satisfied users of China jewellery industry promote the brand through word-of-mouth reveals that 33 and 45 research respondents shows that they strongly agree and agree with the same facts; however, 5 and 7 research respondents disagree and strongly disagree with the same fact. Lastly, 10 research respondents are there who remained neutral regarding this question. Thus, it can be said that a business can grow through word of mouth promotion as they make their acquaintances and friends about the product they purchased. The literature review also stated that through online sites, the detailed information of the products and ease in selecting the accessories and performing the functions helps the people to associate more with the online sites. These approaches also raised satisfaction level among them and in this case, the probability of promoting the same brand by a user to their friends through word of mouth promotion is high.

The last research question is about on which type of jewellery the customers prefer much from China jewellery industry is effective for their business growth. The research result shows that 27 respondents strongly agree with the same fact; whereas, 46 respondents agree with the same research question; whereas, there are 3 and 11 research respondents, who disagree and strongly disagree with the same research question. 13 research respondents have neutral perception regarding the same research question. Thus, the analysis of the findings illustrates that the marketing mix strategies and policies opted by Chinese jewellery marketer plays a crucial role in business growth. The reason is also explained in the literature review which illustrates that effective marketing mix strategies allows the company to open their business in a correct position and target only potential users. Thus, online media also allow businesspeople to make their products available in all possible direction and also market their products to many customers irrespective of their regional boundaries.

The research aims for finding the impact of the new media platform on the business growth of China Jewellery Industry; where the independent variable is new media platform and the dependent variable is business growth. The study also focuses the China Jewellery Industry. A null hypothesis also formed for this research study, which is “Online media platform has no significant positive impact for the growth of Chinese jewellery industry”. Based on the finding of the data collection and analysis through byvariate regression, the significance value is found to be 1.74593E-15, which is >0.05. Since the value of p > 0.05, it can be said that the null hypothesis is rejected. This result thus illustrates that there is a relationship between the independent variable and the dependent variable and there is a significant impact of new media platform on the business growth. So, it can be said that if online media is utilized properly, attaining business growth from the media is profitable for the Chinese Marketers. Moreover, the R Square value if found as 0.568032248 that shows that 56.8% or 57% of the variability of the dependent variable is explained by the regression line. Thus, it can be said that the independent variable which is the business growth is 47.76% explained by the dependent variable which is the new media. This research aims on the nation China which also demonstrates that people in China are aware of the benefits of the online media and its effectiveness for targeting many people for their business growth; but the current use of such media is not effective enough. Thus, the nation has to improve the utilization of the online media for making more people aware of the business growth potential of the online media. Thus, people both from national and international background can be targeted for better brad recognition and business profitability. Moreover, the utilization of the online media also allows the business person to make people aware of their products easily and allow the company to expand. 

Limitations

The study has faced major constraints while making the entire research successfully. In order to conduct the entire study successfully the researcher could have concentrated in collecting appropriate data and information from different more reliable as well as valid resources. Response from the participants is very much biased, not fully logical. Therefore, the researcher could have used sources by involving the eminent research scholars as well from secondary data resources. However, the study has faced immense challenges in conducting systematic data collection methods. While selecting methodological tools the researcher has faced difficulties to selecting appropriate methodological tools. The entire research is be conducted within limited time-frame which is not sufficient enough for a researcher for completing the entire study within this stipulated time.

The researcher has definitely followed ethics, beliefs and values while collecting data and information from various resources. Ethical consideration is one of the most significant parts of research process. Still, in some of the most significant areas the researcher has faced issues and challenges Respondents are selected from different cultural backgrounds and attitudes. Therefore, linguistic barrier has occurred while communicating with the respondents. As the researcher failed to make communicate with the participants effectively the entire flow of data collection methods has lost its systematic rhythm. However, these specific areas could have been handled with more concern so that the researcher can overcome the hardships and deal with the research issue with more self efficacy.

In addition, it is observed that the researcher has involved only 100 respondents within services based on whom the entire data collection technique is dependent. In order to acquire knowledge on importance of online platform for business growth of jewellery industry, the researcher could have collected large number of respondents for gathering sufficient data and information. As a result, the entire research work could be dealt with more effective way. 

Conclusion

The study has provided detailed insight about on how online media platforms leave major positive impact in consumers’ purchasing behaviour especially in the Jewellery industry. The study is constituted with five major chapters. Data and information from different reliable and valid resources is gathered for completing the entire project successfully. It is undeniable that with the rapid progress of globalization the customers’ behaviour are changing day by day. China has decided to launch e-commerce business method for distributing their brands and services in numerous geographic boundaries. While analysing the importance of online media tools the study has stated that business experts have to face immense challenges as well while using online media tools. Thus, the researcher after analysing the research issue has identified that there are some of the most effective social media channels which are very much efficient in grabbing customers’ attention in the international market.

The purpose of China industry is to render bigger market for gaining more profitability. Therefore, traditional form of advertisement is not sufficient enough in drawing the attention of large number of customers. As a result, the promotional language and product concept should maintain lucid language so that customers do not have to struggle in getting detailed overview. The research primarily aims to critically evaluate the impact of online media on the growth of Chinese jewellery industry. The objective of this very specific research is to understand the factors that prevent in implementing online marketing strategies for the growth of Chinese jewellery industry

The hypothesis that has to be provided is online media platform has significant positive impact for the growth of Chinese jewellery industry. Before purchasing a product customers tend to get detail overview about product ingredients, it’s necessary facilities and benefits. However, it is undeniable that online media platform has significant positive impact for the growth of jewellery industry (Cardon and Marshall 2015). Rendering product variety within stores is one of the most significant ways of attracting customers’ attention. On the other hand, the business experts can focus on implementing advanced technology within services as well. The study has evaluated that traditional business method is endowed with both positive and negative impact. On one hand, the business experts get the opportunity of conveying their message directly to the customers.

However, television or print media is not effective enough in multiplying the messages in the global market (Gibson, Römmele and Williamson 2014). Like the same way, physical stores and visual merchandise can drag the attention of regional customers and pedestrians.  Youtube, Artefacts, Flip charts are very much popular to grab customers attention immediately. Facebook is such an active online platform where the customers from different geographical boundaries can get the scope of making their individual comment regarding the brand or services. As a result, this platform can drag the attention of international customers. On the other hand, people who have poor educational background are not comfortable in reading promotional pages. Customers from all age groups are not comfortable with new media platforms (Smith and Gallicano 2015). They have to face challenges in operating advancement of technology. The primary barriers that the business service providers have to face in new media platforms include language barrier, psychological barriers and cultural barriers Business experts have to make innovative plans and designs for fulfilling the needs and demands of global customers. These specific barriers are major issue in the growth of organizations.

The study has concluded that providing effective training and development session to the employees is one of the most effective ways of enhancing technological skills and competency level of the employees. Research methodology is the systematic process of gathering sufficient data and information based on various possible resources with the help of appropriate methodological tools. This chapter is comprised of the analysis of 10 research questions based on factors for the growth of Chinese jewellery industry. Moreover, the utilization of the online media also allows the business person to make people aware of their products easily and allow the company to expand. However, the study has faced immense challenges in conducting systematic data collection methods. Therefore, these specific areas could have been handled with more concern so that the researcher can overcome the hardships and deal with the research issue with more self efficacy.

Recommendations:

After evaluating the entire study some of the major recommendations can be provided which are as follows:

• The business experts need to get more advanced in technology with the help of which the service providers can easily communicate with customers by using both verbal and non-verbal communication
• China jewellery industry need to increase their product variety and service facility with the help of which people from various geographical backgrounds can be impressed in seeing the product designs
• The business experts should utilize online media platform more effectively with the help of which customers from remote areas can get detailed information about the product

Future scope: 

This very specific research has immense future scope of improvement. The researcher would have to extend the time schedule in order to get more time for maintaining data collection method. In addition, the researcher can involve more participants within the services. It is undeniable that the researcher would have to grab multi-lingual flexibility in future for dealing with the participants of different geographical backgrounds and cultural attitudes. Therefore, the participants would like to feel comfortable in interacting with the researcher while providing data.  

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