Role of Digital Marketing in 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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