Impact of Digital Marketing on Consumer Buying Behavior: A Case Study of Tesco, UK

This study aims to explore the impact of digital media marketing on consumer buying behavior in the context of Tesco, UK. It also aims to recommend digital media marketing strategies to persuade consumer buying behavior.

Brief overview of the (academic)
context and the proposed project
In the retail industry, Tesco faces several
marketing concerns like the declining
demand of customers, as well as, shifting
customers with respect to another brand. It
is found that bulks of the customer were
moving towards other corporation because
of practicing different digital mode before
creating buying judgment. On proposed
project, it was found that this concern was
not only unique to Tesco supermarket but
also, it was considered as industry-wide
disputes (Elms, De Kervenoael, and
Hallsworth, 2016).
Research question(s)
RQ1: What are the conceptual
understanding of digital media
marketing and consumer buying
behavior?
RQ2: How digital media marketing has
an impact on consumer buying
behavior in the context of Tesco, UK?
RQ3: Which digital media marketing
strategies can impact on consumer
buying behavior in the context of
Tesco, UK?
Alnawas, I. and Aburub, F., 2016. The effect of benefits generated from
interacting with branded mobile apps on consumer satisfaction and
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pp.313-322.
Donnelly, C., Simmons, G., Armstrong, G. and Fearne, A., 2015. Digital
loyalty card ‘big data and small business marketing: Formal versus informal
or complementary?. International Small Business Journal, 33(4), pp.422-
442.
Elms, J., De Kervenoael, R. and Hallsworth, A., 2016. Internet or store? An
ethnographic study of consumers' internet and store-based grocery
shopping practices. Journal of Retailing and Consumer Services, 32, pp.234-
243.
Ibrahim, N.F., Wang, X. and Bourne, H., 2017. Exploring the effect of user
engagement in online brand communities: Evidence from
Twitter. Computers in Human Behavior, 72, pp.321-338.
Petit, O., Velasco, C. and Spence, C., 2019. Multisensory Consumer-
Packaging Interaction (CPI): The Role of New Technologies. In Multisensory
Packaging (pp. 349-374). Palgrave Macmillan, Cham.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media
in retail network operations and marketing to enhance customer
satisfaction. International Journal of Operations & Production
Management, 37(1), pp.105-123.
Thakur, R. and Srivastava, M., 2015. A study on the impact of consumer risk
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Introduction Literature Review
References
Methodology
Data collection:
Primary data is selected as it would provide fresh
information related to research concern as well as, it
would be pooled by using the survey through
questionnaire method (Thakur, and Srivastava, 2015).
Data analysis:
Statistical data analysis tool would be used by the
investigator in this research study in order to analyze the
data (Thakur, and Srivastava, 2015). Along with this, MS-
Excel software program would be utilized by the
investigator for representing the pooled data by using
various graphs, pie charts, column chart, and tables.
RO1: To explore the conceptual understanding regarding
digital media marketing and consumer buying behavior
Petit Velasco and Spence (2019) stated that digital media
is termed as the technology of computer that enables the
research scholar to share their opinion, perception on
certain issue and researcher could also share individual’s
personal data among a large number of customers. In
contrast to this, Ibrahim Wang and Bourne (2017)
evaluated that purchasing behavior of customers is
referred as the decision, attitude, purposes, and
preferences which are made by customers in the
marketplace prior to purchase good or service of the
organization.
RO2: To address the impact of digital media marketing
on consumer buying behavior: A case study of Tesco, UK
As per the view of Donnelly (2015), the company focuses
on some amount of person who has a high extent of
reliability in particular trades because it can naturally
influence the consumer buying decision. On the other
side, Ramanathan et al. (2017) stated that consumer
behavior is dynamic as well as, enlarging in the age of
digital environment.
RO3: To recommend the strategies for applying digital
media marketing in persuading the consumer buying
behavior: A case study of Tesco, UK
According to Alnawas and Aburub (2016), the company
should offer reliable data about the brand to potential
consumers due to distributing logical information about
the products as well as, services. In contrast to this, the
company should enhance brand awareness among a large
number of consumers through the application of
demonstrating a message among a large number of
customers.
Literature gap
This investigation relied on digital media marketing that
does not significantly demonstrate the procedure related
to the effective execution of such opinions. Investigator
illustrated that there are complexities to obtain statistical
data related to social network concepts.
Impact of digital marketing on consumer buying behavior:
A case study of Tesco, UK