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Designing Research Project 7 Designing Research Project A critical analysis on how digital marketing can affect Consumer Behavior

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Added on  2021-04-17

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DESIGING RESEARCH PROJECT 7 DESIGNING RESEARCH PROJECT A critical analysis on how digital marketing can affect Consumer Behavior Author Note: 1. Digital marketing involves the usage of several channels like social media, multimedia advertising, websites, online search engine advertisement, interactive marketing, e-marketing and many more, for reaching the desired target audience (Ashley and Tuten 2015). This particular trend of direct advertisement and one-on-one marketing helps the advertisers to connect directly with the consumers and solve their issues, effectively.

Designing Research Project 7 Designing Research Project A critical analysis on how digital marketing can affect Consumer Behavior

   Added on 2021-04-17

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Running head: DESIGNING RESEARCH PROJECTA critical analysis on how digital marketing can affect Consumer BehaviorName of the University:Name of the Student:Author Note:
Designing Research Project 7 Designing Research Project A critical analysis on how digital marketing can affect Consumer Behavior_1
1DESIGING RESEARCH PROJECTTable of Contents1.Introduction.........................................................................................................................21.1.Background..................................................................................................................21.2.Aims............................................................................................................................31.3.Objectives....................................................................................................................32.Literature Review...............................................................................................................33.Conceptual Framework.......................................................................................................64.Proposed Methods of Research...........................................................................................64.1.Research Hypothesis...................................................................................................64.2.Philosophical approach of Research............................................................................64.3.Research Logic............................................................................................................74.4.Research Method.........................................................................................................84.5.Data Collection Methods.............................................................................................94.6.Data Analysis.............................................................................................................114.7.Anticipated Challenges and Limitations...................................................................114.8.Ethical and Professional Issues.................................................................................115.Research Timetable...........................................................................................................136.References.........................................................................................................................14
Designing Research Project 7 Designing Research Project A critical analysis on how digital marketing can affect Consumer Behavior_2
2DESIGING RESEARCH PROJECT1.Introduction1.1.BackgroundDigital marketing is a process of creating, communicating, delivering and exchangingthe aid that holds value among the consumers, clients and society at large. In simpler terms,digital marketing is the way of satisfying the consumers’ needs and demands. Digitalmarketing involves the usage of several channels like social media, multimedia advertising,websites, online search engine advertisement, interactive marketing, e-marketing and manymore, for reaching the desired target audience (Ashley and Tuten 2015). It is considered as anew form of marketing tactic which provides the companies with new opportunities for doingbusinesses.For this research, the topic “Digital marketing and its impact on consumer behavior”will be chosen. Marketing activities conducted through the digital channels help theadvertisers to communicate with their potential consumers directly and from any part of theworld. It has enabled the advertisers to cut through the mess and directly interact with theirconsumers. This particular trend of direct advertisement and one-on-one marketing helps theadvertisers to connect directly with the consumers and solve their issues, effectively. Onconsidering the various forms of digital channels, the current development is the mobilemarketing. The mobile marketing is considered to be one of the fastest growing marketsbecause of increasing middle income consumers (Stephen 2016). A thorough research on thedigital channels of advertisement would greatly impact the way a business is done.The widespread use and development of internet technologies have helped intransforming the way society communicates in their professional and daily lives. Theemergence of the new communication tools is one of the major indicators in this
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3DESIGING RESEARCH PROJECTtransformation. The new communication tools are emerging along with the technologicaldevelopment, which is called the digital marketing. On discussing about the channels of thedigital world, the first things that come in mind are Twitter, Instagram and most importantlyFacebook and other similar social networking sites. These sites and other virtual platformslike websites, search engines and micro blogs are being used for marketing purposes(Solomon, Russell Bennett and Previte 2012). Therefore, with the advent of digital media,communicating and interacting with the target consumers have become very easy. 1.2.AimsThe research aims to throw light on how digital marketing can affect consumerbehavior. 1.3.ObjectivesThe objective of the study is;To examine the awareness of digital marketing among the target consumers.To analyze the influence of digital media over the purchasing decisions made by theconsumers.To find out how digital marketing can affect consumer behavior.To recommend how new companies can utilize digital marketing strategies in order tosucceed.2.Literature ReviewAccording to Ashley and Tuten (2015), the rapid growth of the web and social mediaplatforms has facilitated some changes within human behaviors and their way of interactions.Behavioral changes of the consumers require the organizations to re-strategize their activitiesof marketing on the digital platforms. The organizations should have an understanding on
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