Impact of Digital Marketing on Customer Buying Behaviour: A Study on Marks and Spencer

This research aims to determine the impact of digital marketing methods on customer buying behaviour within Marks and Spencer organisation. The research questions include the concept of digital marketing, various digital marketing methods used by M&S, and the impact of digital marketing methods on customer buying behaviour. The research methodology includes positivism philosophy, deductive approach, literature review, survey, quantitative research method, and probabilistic sampling. The research will be completed in 10 weeks. The resources required are respondents, books and journals, stationary, and time.

Dissertation proposal
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Table of Contents
Background to Research Topic........................................................................................................3
Background to Research Organisation.............................................................................................3
Research Rationale...........................................................................................................................4
Research Questions..........................................................................................................................4
Research Aims and Objectives........................................................................................................4
Research Methodology....................................................................................................................5
Timescale.........................................................................................................................................6
Resources.........................................................................................................................................7
References .......................................................................................................................................8
Books and journals.................................................................................................................8
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Background to Research Topic
Digital marketing is described as advertising which is delivered through different digital
channels like websites, search engines, email and mobile apps etc. By using all these online
channels, company endorse goods and services. Digital marketing is the element of marketing
which makes use of net and online supported digital technologies to make promotions and
enhance customers towards the brand (Park, Kim and Minshall, 2021). There are various types of
digital marketing channels through which company promote their products and services. These
are content marketing, video marketing, email marketing, social media marketing etc. These
channels help in promoting products and services of company and develops their reputation in
markets as well. Further, by using digital marketing channels, company will be able to save their
cost and communicate with customer effectively. Since, digital marketing is mainly happening in
real time, company can be able to analyse their strategy, campaigns and content on continually
basis. By doing this, managers can easily recognise what is working and what is not working
effectively. They can quickly have identified the risk and mistakes and works on improvising it.
Digital marketing is impacting the business environment in positive manner as they deliver
excellent return on investment and provide straight communication that is between company an
customers. By being digitally, company can identify their customer issues and problems and
works on solving those issues. In addition, by using digital channels, company will be able to
reach the potential customers at early stage and also can interact with targeted audience in real
time (Jena, 2021). By becoming digitally, company will reach foreign customers as well. This
develops promotion and customers get attracted towards the products and services offered by
brand. By seeing same promotion, customers eager to buy it more and make use of it in effective
manner.
Background to Research Organisation
The chosen organisation within current research is Marks and Spencer, which was
founded in 1884 by Michael marks and Thomas Spencer. Company is a British multinational
retailer which is having headquarter in London that deals in selling cloths, food products and
home products. Company is currently working in more than 1465 location in all over the world.
Currently there are 78,000 employees working in company (Marks and Spencer, London, 2021).
Company is consisting of various brands such as Rosie, Autograph, M&S collection, Goodmove
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and M&S energy. Company is currently having 960 stores in UK which includes 615 stores of
food. Company is also delivering online food delivery service to the customers. Marks and
Spencer is using digital channels like social media marketing, email marketing and content
marketing etc. This helps them in enhancing customers and developing large customer base.
Research Rationale
The rationale behind choosing this research is to determine the impact of digital media
channels on customer buying behaviour. The main reason of choosing this topic is to analyse
various digital marketing channels used in Marks and Spencer to attract customers and change
their buying behaviours positively (Gosler, 2021). Further, this research helps the researcher in
personal and professional development. In context with personal, this will help in gaining
knowledge about digital marketing channel and their impact on customer buying behaviour. On
the other hand, in professional context, researcher will be able to enhance communication skills,
research skills and analytical skills. This helps in completing research on time period and get to
know details about digital marketing channels.
Research Questions
 What is the concept of digital marketing within business environment?
 What are the various digital marketing methods used by M&S to enhance customer
buying behaviour?
 What is the impact of digital marketing methods on customer buying behaviour within
Marks and Spencer organisation?
Research Aims and Objectives
Aim: “To determine the impact of digital marketing methods on customer buying behaviour”. A
study on Marks and Spencer.
Objectives:
 To understand the meaning of digital marketing within business environment.
 To determine the various digital marketing methods used by M&S to enhance customer
buying behaviour.
 To analyse the impact of digital marketing methods on customer buying behaviour within
Marks and Spencer organisation.
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Research Methodology
Research philosophy: It is a first layer of research onion framework. It is a set of beliefs
in which research build upon. It consists of two philosophies. These are positivism and
interpretivism. Positivism philosophy is that in which knowledge exists outside what is being
studied (Zhang, Gill, and Andrew, 2021). Further, interpretivism is emphasis on cultural and
social factors. In current research, researcher is using positivism philosophy because it helps in
analysing, collecting and evaluating data and information effectively.
Research approach: It is another layer of onion framework. It consists of two kinds such
as inductive and deductive approach of research. Inductive research is generating from theories
of research and deductive approach begins with new theory. Within current study, researcher is
using deductive approach because it helps in achievement of research aim and objectives and
provides valuable data and information.
Research strategy: Research strategy is used to gather data and findings. There are
various types of research strategy (Bhardwaj, 2021). These are experimental research, action
research, survey, literature review and case study etc. In this existing study, investigator is using
literature review and survey. Survey is channel through questionnaire form which belong of
close ended questions. On the other hand, literature review is used to collect in depth knowledge
about a chosen topic. This is collected through analysing various books, articles and newspapers
in order to get reliable and valid data and information.
Research methodology : Research methodologies includes two methods. These are
quantitative research and qualitative research. Quantitative data focuses on numerical data and
findings. On the other hand, qualitative data focuses on textual and visual data. Within current
research, investigator is using quantitative research method which helps in collecting numerical
data and findings. It includes graphs and charts to analyse data and information.
Data collection method : Data is gathered from two different methods. These are
primary and secondary data collection method. Primary data is that which brings direct
information and consisting of numerical data and graphs. On the next hand, secondary data is
assembled through analysing books and articles (Chen, Tsai, and Tang, 2021). Within present
research, researcher is using both of the methods in order to collect information because this
helps in providing reliable and valid information. Primary data within present study is gathered
through with questionnaire survey which includes tables and charts in order to gather true
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information. On the next hand, secondary data is collected through literature review which is
taken out after analysing several books and journals. It helps in acquiring in depth knowledge
about a special topic.
Sampling : Sampling is a method of selecting some of the samples from large number of
population set. Sampling involves two types probabilistic and non probabilistic method. Present
research is based on probabilistic sampling in which random sampling is used to select samples
without any biasses (Ratliff, 2021). It supply equivalent chance to every responsive to be
selected in a sample distribution. The sample size chosen in present research is 30 respondent
who are the worker of Marks and Spencer from different positions.
Ethical issues : Some of the ethical issues which comes in while conducting this research
is having privacy with the results received. A researcher must not share details or results to any
third party. They should maintain confidentiality. Further, they should have inform consent and
there should be voluntary participation of respondents while filling questionnaire.
Data analysis : Data is being analysed within current research through frequency
distribution table. It helps in analysing data and information in a systematic manner and
presenting in front of audience (McNeill, Gutierrez-Franco and Rabelo, 2021). Further, it brings
true and reliable results.
Timescale
Task Week
1
01.10-
07.10.
2021
Week
2
08.10-
14.10.
2021
Week
3
15.10-
21.10.
2021
Week
4/ 5/ 6
22.10-
11.11.
2021
Week
7
12.11-
18.11.
2021
Week
8
19.11-
25.11.
2021
Week
9
26.11-
02.12.
2021
Week
10
17.12-
23.12.
2021
Week
9
24.12-
30.12.
2021
Week 10
31.12-21
06.01.2022
Research
formulation
and
Reserach
Planning
Literature
Review
Methodolo
gy
Data
Collection
and
Analysis
Discussion
of
the results
Report
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writing
Presentatio
n of the
project to
the Board
of Directors
Resources
Some of the resources which is needed to complete this research are respondents, books
and journals, stationary and time. These helps in complete research on definite time (Koumbis,
2021). Further, there is a use of Gantt chart and WBS in order to make a schedule and complete
research on time period.
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References
Books and journals
Park, H., Kim, S., Jeong, Y. and Minshall, T., 2021. Customer entrepreneurship on digital
platforms: Challenges and solutions for platform business models. Creativity and
Innovation Management, 30(1), pp.96-115.
Jena, S.K., 2021. Closed-loop supply chain models with bundling strategy. International Journal
of Sustainable Engineering, pp.1-18.
Gosler, K.A., The Sustainable Bra: Analysis of Lingerie Brand's Communication on Instagram.
Zhang, M., Gill, S. and Andrew, S., 2021. A Design Ethnography Approach to Developing
Apparel Design Guidelines for Older Women in China. Fashion Practice, pp.1-30.
Bhardwaj, S., 2021. Inclusion and Disruption-Strategic Implementation in Modelling Agency
(Business Proposition) with insights from the Music Industry. Available at SSRN
3794886.
Chen, C.J., Tsai, P.H. and Tang, J.W., 2021. How informational-based readiness and social
influence affect usage intentions of self-service stores through different routes: an
elaboration likelihood model perspective. Asia Pacific Business Review, pp.1-30.
Ratliff, E.L., 2021. Consumer Preferences for Value Added Products: A Case Study for South
Carolina (Doctoral dissertation, Clemson University).
McNeill, L., Preface to Transitioning to Responsible Consumption and Production.
Gutierrez-Franco, E., Mejia-Argueta, C. and Rabelo, L., 2021. Data-Driven Methodology to Support Long-Lasting Logistics and Decision Making for Urban Last-Mile Operations. Sustainability, 13(11), p.6230.
Koumbis, D., 2021. An Introduction to Fashion Retailing: From Managing to Merchandising.
Bloomsbury Visual Arts.
Online
Marks and Spencer, London, 2021. [Online] Available through
<https://www.marksandspencer.in/
&utm_source=google&utm_medium=search&utm_campaign=9897984394&adgroupid
=100463569196&utm_content=550339510251&utm_term=marks%20and
%20spencer&gclid=EAIaIQobChMIwdzxu57E8wIVWA4rCh17ggCrEAAYASAAEgL
4B_D_BwE&gclsrc=aw.ds>
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