Role of Digital Marketing in Influencing Consumer Behavior

This study aims to investigate the role of digital marketing in influencing consumer behavior, with a focus on H&M. It explores the importance of managing consumer behavior for an organization, the ways in which digital marketing remains helpful to H&M, and the relationship between adopting digital marketing by H&M and influencing consumer behavior.

Business
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CONTENTS
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
Overview of study........................................................................................................................3
Background..................................................................................................................................4
LITERATURE REVIEW................................................................................................................4
The importance of managing consumer behavior for an organization........................................4
The ways in which digital marketing remain helpful to Hennes & Mauritz...............................5
Relationship between adopting digital marketing by Hennes & Mauritz and influencing of
consumer behavior.......................................................................................................................6
RESEARCH AIM/OBJECTIVES...................................................................................................7
Aim:.............................................................................................................................................7
Research Objectives.....................................................................................................................7
Research questions.......................................................................................................................7
RESEARCH METHODOLOGY....................................................................................................8
SAMPLING.....................................................................................................................................9
ACCESSIBILITY..........................................................................................................................10
ETHICAL ISSUES........................................................................................................................10
SIGNIFICANCE............................................................................................................................10
DELIVERABLES..........................................................................................................................11
REQUIRED RESOURCES...........................................................................................................11
IMPLEMENTATION TIME TABLE...........................................................................................11
EVALUATION OF RESEARCH PLAN......................................................................................13
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INTRODUCTION
The digital marketing is defined as that component of marketing which make use of
internet and its based devices in order to promote their product or services and having a direct
interaction with customers. This allows an organisation to maintain direct interaction with
customers and be able to perform personalise marketing for attracting them in more effective
manner that ensure maximum outcome.
Overview of study
The digital marketing has now become one of the crucial part of a promotional activities
performed by an investigation. This provide an organisation with a platform for expanding its
reach and spread information to maximum so that existing as well as potential customers get idea
about the range of product or services an organisation offers. The digital marketing is xonsists as
a tool which help an organisation in influencing the consumer behaviour. This is so because the
digital platform spread information using several social media sources here potential customers
get an idea about the benefit and quality of product through the reference of other existing users.
There are number of tools that are used for performing the digital marketing in effective manner
such as email, search engine optimisation, social media marketing, viral marketing, content
marketing etc. are certain tools which are used to attract more and more customers. These digital
platform allow an organisation in influencing the consumer behaviour by providing them with
more information about eth product or services they required which help in formulating them a
purchasing decision (Chaffey and Smith, 2017). Other than this it also help in performing
personalised marketing where customers are being separately providing with direct information
about product or services they are seeking for so that they get an immense purchasing
experience. These all are the benefits that an organisation use to develop a close relation with
customer by providing them with a platform where they can have a direct interaction with
customers so that their issues can be resolve and product can be alter as per their choice and
requirement. With this it can be said that digital marketing support a lot in forming up the
consumer behaviour toward an organisation but for this it requires a company to develop such
strategies’ that consumer behaviour can mould into positive manner. For further developing
understanding about it, this study is conducted on H&M which is a well known fashion retailers
and deals in offering range of clothing categories. The H&M operates its business at both online
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as well as physical platform which make it a better choice for performing investigation about the
influence that digital marketing bring over consumer behaviour.
Background
In today’s competitive world digital marketing is consider to be a boom for organisations
that wants to expand its reach to customers belongs to different part of world so that they can
expand business along with maintaining close relationship with customers. For further
determining the importance of digital marketing and role that it plays within influencing the
consumer behaviour the current investigation is planned. This investigation is based on H&M
which is a multinational clothing retail organisation. It offered clothing items in different
categories such as women (Baalbaki and Guzmán, 2016). Men, teenagers and children. This
clothing retailer manage its chain stores of clothing throughout the world and also maintain its
digital presence at several online platform where it showcase its product along with several
marketing tactics such as detail about product, change guarantee, timely and home delivery,
medium to compare and have access to view of other people for a product. These all help in
influencing the consumer behaviour and attracting them toward trying out the products offered
by H&M. Therefore, the digital marketing constitute a major roel toward influencing and
changing the behaviour of customers toward brand. To further investigate about it this
investigation is performed which represent the relationship between digital marketing and
changing consumer behaviour.
LITERATURE REVIEW
Literature review involves review of different literatures, journals and articles and compare
perspectives of different authors to analyse the gap in study. This literature review is performed
on topic “To investigate the role of digital marketing in influencing consumer behaviour. A study
on H&M”. The review on different themes related to the topic is presented as follows:
The importance of managing consumer behavior for an organization
As per the views expressed by Ordun, (2015), Consumer behaviour is the study of actions
and decision making processes of individuals who buy products and services for own
consumption. It involves study of consumers and the way they behave when deciding to
purchase a product to satisfy their needs. In an organisation, the marketing manager requires to
study the purchasing behaviour of consumers as this helps them in understanding the needs and
expectations of customers and offering them with products and services accordingly. It also
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assists them to understand what makes an individual to buy a particular product and assessing the
kind of goods liked by people so that organisation will be able to offer goods accordingly.
understanding and managing the consumer behaviour also help marketers in knowing about their
likes and dislikes and make them able to develop their marketing efforts based on that.
In current competitive business environment, understanding and managing the behaviour
of consumer will lead the organisation towards success. The need and requirement of each
consumer is different and their attitude is also different towards purchasing a particular product.
If an organisation is able to understand that, then it highly contributes in attaining sustainability
in market. Managing consumer behaviour will help the company in designing the policies by
considering to make the product or service successful in market. Apart from this, it also supports
the organisation in exploiting the opportunities available in market and make itself differentiated
from the rivals. All this ultimately leads to development of satisfied customer base and attaining
high profits and revenues in the market.
As per the view point of Nuttavuthisit, K. and Thøgersen, J., (2017), managing behaviour
of consumer is significant for marketers in retaining the customers for long term. It assistant
attracting them more towards the organisation and developing a large consumer base. The
analysis of behaviour of consumer assist in determining the shifts in market trends, based on
which it will be able to serve consumers with what they want to satisfy them. Managing
consumer behaviour is significant to stay relevant in the market by improving its products and
services as per the needs and requirements of consumers. Managing the behaviour of consumer
leads the company to make constant improvement in its existing products services and
emphasize on developing new products and services in an effective way. It is significant in
crafting new products, market campaigns and enhancing profitability of organisation effectively.
The ways in which digital marketing remain helpful to Hennes & Mauritz
As per the view point of Manjeet Madhukar, (2019), digital marketing is about marketing
goods and services by using digital technologies and involves all the weapons of marketing that
needs an internet and electronic device. There are several ways in which digital marketing help
Hennes & Mauritz. It assists in promoting the business effectively in the market place. With the
help of digital marketing, company can aware consumers regarding the products and services
that it offers and attract them towards the brand in an appropriate way. Digital marketing
provides a direct communication path to company to interact with its customers and maximize
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the brand awareness. It helps in reaching effectively to large group of target audience and
provides company with better return on investment (Why Digital Marketing is Important to Your
Business? 2019). It helps in saving a lot of money of the organisation as it provides company
with cheapest ways to promote its business in market and attaining competitive advantage over
the rivals by selecting the appropriate path for promoting the business. With the help of digital
marketing, company can make sure that right customers are viewing its content. Apart from this,
search engine optimisation enable the organisation to reach to those individuals who are
searching the web for topics and contents which are relevant to the business of Hennes &
Mauritz.
As per the view point of Chaffey, (2019), Digital marketing renders significant
measurement as well as analysis of behaviour and engagement of consumer. It allows company
to engage with the potential consumers by interacting with them effectively through the use of
digital marketing. Social media marketing is one of the significant way to reach large number of
audience. Most of the people spend their maximum time on social media which renders
organisation the opportunity to promote its business on social media and attract large number of
consumers. It enables organisation to appeal to consumers and therefore expand its reach in other
markets. It helps in developing brand reputation by attracting targeted traffic that ultimately leads
the firm to generate high revenues and attain long-term sustainability in the market.
Relationship between adopting digital marketing by Hennes & Mauritz and influencing of
consumer behavior
According to the views expressed by Saumil Shah, (2019), digital marketing emergence
has transformed the scenario of market completely. It provides organisations with the
opportunity to promote their brand all over the world. However, it is not only limited to
businesses, but the type of information that it spread has completely changed the way customers
connect with distinct brands. Thus, adopting digital marketing and influencing the behaviour of
consumer are related with each other. Both the aspects are interlinked with each other as
effective marketing will help in attracting more consumers and influencing them to buy the
products and services of company. Digital marketing assistant extending the large number of
information to masses and the experimental behaviour of consumers has paved the way to
accomplish success for company. One of the biggest change in behaviour of consumer is that
they expect more personalized and consistent experience. Though, they are not loyal consumers
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of company, rather incline towards diversity (How Does Digital Marketing Affect Consumer
Behaviour? 2019). Post purchase experience and quality of products has become equally
significant to customers.
By adopting digital marketing platforms, the marketing manager of the company will be
able to know about changing needs and preferences of customers and the trend in market and
assist in offering them with products and services according to their needs and make them loyal
consumers of company. With consumer forums in social media platforms, customers have the
ability to develop or destroy brands. In order to stay competent in market, digital marketing is
very helpful for Hennes & Mauritz as this helps in understanding the needs of consumers and
gaining their attention towards the brand and encourage them to make purchase. Effective
marketing assist in changing the behaviour of customers towards the specific product of the
company and changing their behaviour regarding the purchase of product (Confos and Davis,
2016). Thus, it can be said that adoption of digital marketing by Hennes and Mauritz and
influencing the behaviour of consumer are related with each other and a positive relationship is
existing between them.
RESEARCH AIM/OBJECTIVES
Aim:
To investigate the role of digital marketing in influencing consumer behavior. A study on
H&M
Research Objectives
 To determine the importance of managing consumer behavior for an organization.
 To identify ways in which digital marketing remain helpful to H&M.
 To ascertain the relationship between adopting digital marketing by H&M and
influencing of consumer behavior
Research questions
 What is the importance of managing consumer behaviour for an organisation?
 Enlist certain ways through which digital marketing remain helpful to H&M?
 Explain about the relationship between adopting digital marketing by H&M and
influencing of consumer behaviour?
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RESEARCH METHODOLOGY
Research methods are those tools and techniques that help an investigator in getting g
direction regarding the set of actions to be performed for completing a particular research. The
methodologies selected help in determining the ways through which the data regarding current
study area must be gathered, presented, analysed and interpreted in order to concludes the
finding as per the aim and objectives decided at the beginning of the study. The selection of
methodologies allows a reader to determine the validity and reliability of data presented by the
investigator. Following are techniques and tools used within current investigation,
Research philosophies: The philosophy chosen for performing an investigation is
significant as it presents the set of beliefs that can be taken into consideration by the scholar for
collecting, analysing and evaluating the data for investigation. Some of the commonly used
philosophies are positivism, realism, interpretivism etc. (Flick, 2015). Among these the
positivism philosophy will be adopted by the researcher for conducting this investigation as this
will support in analysing the quantitative data to conclude outcome. Additionally, also support in
representing the numerical data in appropriate manner to provide most accurate finding for
ensuring the outcome in relation with research questions.
Research design: - The flow of an investigation is highly depending over the design
which is selected by the scholar as it helps in presenting the data in more systematic and
sequential manner. The most commonly used research designs are exploratory, descriptive,
explanatory etc. From these all explanatory research design will be considered by the
investigator for current study which allow the researcher in exploring the information about
current area of study to extend the understanding over current knowledge. This in turn creates
better understanding about the area of study.
Research approach: The approach selected within the investigation is depend over the
type of investigation used by the investigator. This support in evaluating the gathered data to
convert it into meaningful information. The approach used within an investigation are mainly of
two type such as inductive and deductive. Among them deductive approach will be used by
investigator for performing this investigation as the current study is based on quantitative
investigation method (Gioia, Corley and Hamilton, 2013). So deductive approach will support in
evaluating the quantitative or numerical facts and figures which ensures accuracy within the final
conclusion of the study.
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Type of investigation: The investigation method used by investigator for performing
study contribute a lot within the success of a research as it decides the type of data to be gathered
and presented for accomplishing the research aims and objectives. The investigation is of two
type such as qualitative and quantitative type of investigation. Among these two the quantitative
type of investigation method will be considered for performing with this study on role of digital
marketing very consumer behaviour (Kumar, 2019). This is so because it allows the investigator
in gathering and presenting the numerical facts and figures about the area of study which help in
presenting more accurate data about the investigation area.
Sources of data collection: - For performing an investigation effectively number of
sources are usually assess by the investigator for presenting better understanding about the area
of study and resolve issue over which investigation is based. These sources are categories under
two named as primary and secondary data collection sources. For performing current study area
both the sources will be used where the primary data is one which gather fresh information about
study area directly from the respondents who have experienced a particular situation or event.
This is collected through sources like questionnaire, interview, focused group etc. On the other
side secondary data is one where already published sources are assess to develop better
understanding about the study area. For this study the primary data will be gathered with the help
of questionnaire which ensures gathering of more data in concise manner. On other side the
secondary data will be gathered with the help of books, journals, articles blog etc.
Research strategy: - The strategy used in investigation support in gathering the data in
rightful manner so that research aim can get accomplished. There are several kinds of strategies
which are used within an investigation such as questionnaire, case study, interview, focused
group etc. which support in collecting primary data. Among these all the questionnaire will be
considered for this study as it helps in getting information from larger number of people at a time
in more concise manner which is easier to analyse and interpret to conclude findings.
SAMPLING
Sampling is defined as the process of selecting number of people out of whole population
in order to gather the information on behalf of all for accomplishing the research objectives. The
sampling is mainly done using either probability or non-probability sampling (Wiek and Lang,
2016). Among these two the probability sampling method will be considered for this
investigation as it help in eliminating the bias behaviour from the investigator in selecting the
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respondents. This is so because it select the respondents on random basis which doesn’t involve
any kind of favours in selection and hence help in collecting more accurate mad reliable
information about the area of investigation. Hence the respondents will be selected using
probability sampling where 50 respondents will be selected who are employee of H&M.
ACCESSIBILITY
The accessibility to information collected and managed for the investigation remains a
confidential concern for the researcher as it can be misused when get into wrong hand. So, for
this the accessibility to other information related with investigation will remain kept secure and
the limited to few hands only. The researcher as well as team involve within this project will
remain able to assess the information that are only made authorised to have access over the
information. Rest it will be kept away from accessibility of respondents and senior management
of organisation so that no body get harmed with their involvement in study.
ETHICAL ISSUES
For successful completion of research the ethical consideration are must for the
investigation within the activities performed by them within study. The current study will
comply with the ethics in maintaining confidentiality where the personal and confidential
information of the respondents will not be displayed to any one with the research data to keep
them free from any kind of issue (Wiek and Lang, 2016). Other then this, while gathering data
the full respect should be given to human dignity and their emotions will not be harm in any
manner. The ethical principle of informed consent will also be followed where respondent are
provided with true information regarding the aim behind investigation and other things that must
be known so that they can step back from process if not feel it correct.
SIGNIFICANCE
The current study holds greater significance as it help in determining the ways in which
digital marketing can be adopted by an organisation for influencing the choice and behaviour of
its customers which in turn contribute toward making the business more successful and
profitable. This information will support organisations in forming up effective strategies to
approach the potential customer for expanding the reach at global market without being
physically available. Other than this, investigation also assist in gaining an understanding about
the benefits that an organisation get by making use of digital marketing and several platforms to
be adopted for performing this. Addition to this challenges that are usually faced while operating
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with digital marketing can also be identified with the execution of this study which remains very
essential to be known by the organisation while formulating strategy. As with the help of this
they become ready to face such challenges and can prepare the strategies which do not let such
issues or challenges ruin al the efforts made by organisation toward accomplishment of its aims
and objectives.
DELIVERABLES
With the medium of this investigation it is decided to deliver the information regarding
the relation between two variable i.e. use of digital marketing and influencing consumer
behaviour. This will provide an understanding about how the second variable reacts when first
one i.e. use of digital marketing will be implemented. This study will shows how an organisation
can use digital marketing to get favourable response from customers along with defining the
befits of using it and challenges that an organisation may face while implementing the digital
marketing.
REQUIRED RESOURCES
For completing the investigation there are range of resources which are required by the
researcher. The most important resources is fund which is required by researcher in order to
arrange other resources and also getting access to sources for gathering data. The other resources
needed by researcher are computer, stationery, a better internet connection etc. which support in
arranging as well as storing the data can be further analysed once collection process for data is
get completed.
IMPLEMENTATION TIME TABLE
For executing an investigation within successful manner it remains crucial for the
researcher to utilise the research activity in timely manner so that each activity get accomplished
in provided time period (Scotland, 2012). For this Gantt chart consider to be more effective tool
as it allow the researcher to schedule activities involve within an investigation along with the
time taken by each of the activity. This support researcher in getting an idea about next action to
be taken and accomplishing in stipulated time period. Other than this it also allows researcher in
performing research activities in more systematic manner. The Gantt chart for this research is
given below,
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EVALUATION OF RESEARCH PLAN
The current is proposed to execute for determining the role that digital marketing plays in
order to influence the consumer behaviour. This is so because there are several factors and tool
which contribute toward influencing the perception of consumer toward the brand offering and
also support in forming up the decision regarding purchase of product or services. So, for
investigating about it quantitative method is selected for gathering and presenting data. this
remain more effective for the study as it allow the researcher to quantify the intensity of changes
or influence that digital marketing bring over the consumer behaviour and major factors that
have a direct influence over it. This ensures more accuracy within the data presented through the
investigation that allows the accomplishment of study (Green, Camilli and Elmore, 2012). Other
than this, it is decided by the investigator that for gathering data both primary and secondary data
collection method will be used, as mixed information will help in justifying and answering the
information to the research objective in more effective manner. This is so because the secondary
information will be gathered from already published sources which are related with the similar
title of research. This will help in developing better understanding about the area of concern by
presenting findings about the research topic till date. This will further help investigator in
deciding the pathway for performing further investigation using primary sources so that the gap
found within literature review can be filled up with the primary data collection that ensures
accomplishment of research aim and help in addressing eth research questions in effective
manner.
After collecting the secondary information, by considering it as a base further actions will
be taken by the research for collecting primary information. In order to collect primary data,
researcher made choice over using questionnaire. This is very much effectively for collecting
data in order to address the research questions effectively and further accomplishment of
research aim. This is so because the questionnaire allows the investigator in deciding certain
criteria within which only the respondents have to answer the questions as per their knowledge
and experience within this regard (Mackenzie, Tan, Hoverman and Baldwin, 2012). This make
the evaluation process much easier as within decide format only the respondents provide
information and hence this concise data remain effective toward summarising the findings in
relation with research questions in order to present that it able to answer requirement of research
question or not. For gathering this primary data the employees of H&M are selected as a
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respondent who will be filling up the questionnaire form for providing information about the
research topic. This is so because the employees of H&M are working with digital marketing
from years and have experience in this regard about its impact over consumer behaviour. So they
remains a right choice for gathering information and hence remain appropriate for presenting the
data that support in addressing the research questions in more appropriate manner.
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REFERENCES
Books and Journals
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scale. Journal of Brand Management, 23(3), pp.229-251.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Gioia, D. A., Corley, K. G. and Hamilton, A. L., 2013. Seeking qualitative rigor in inductive
research: Notes on the Gioia methodology. Organizational research methods. 16(1).
pp.15-31.
Green, J. L., Camilli, G. and Elmore, P. B. eds., 2012. Handbook of complementary methods in
education research. Routledge
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Mackenzie, J., Tan, P. L., Hoverman, S. and Baldwin, C., 2012. The value and limitations of
participatory action research methodology. Journal of hydrology. 474. pp.11-21.
Nuttavuthisit, K. and Thøgersen, J., 2017. The importance of consumer trust for the emergence
of a market for green products: The case of organic food. Journal of business
ethics, 140(2), pp.323-337.
Ordun, G., 2015. Millennial (Gen Y) consumer behavior their shopping preferences and
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Scotland, J., 2012. Exploring the philosophical underpinnings of research: Relating ontology and
epistemology to the methodology and methods of the scientific, interpretive, and critical
research paradigms. English language teaching. 5(9). pp.9-16.
Wiek, A. and Lang, D. J., 2016. Transformational sustainability research methodology.
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Online
Why Digital Marketing is Important to Your Business?, 2019. [Online]. Available through:
<https://yourstory.com/mystory/why-digital-marketing-is-important-to-your-busines>
How Does Digital Marketing Affect Consumer Behaviour? 2019. [Online]. Available through:
<https://talentedge.com/blog/how-digitalmarketing-affect-consumer-behaviour/>
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