Impact of Digital Media Strategies on Buying Behaviour of Customers: A Study on Starbucks

This dissertation analyzes the impact of digital media strategies on the buying behavior of customers, with a focus on Starbucks. The study uses quantitative research, survey, and questionnaire methods to collect primary information. The findings suggest that digital media and marketing strategies are important for changing customer behavior towards the brand, which helps businesses attain competitive advantages.

TO ANALYSE THE IMPACT OF DIGITAL MEDIA
STRATEGIES ON BUYING BEHAVIOUR OF
CUSTOMERS. A STUDY ON STARBUCKS
1

ABSTRACT
Main purpose of the current research is to analyse the impact of digital media strategies on
behaviour of customers. This is a main purpose that has been attained through different types of
research methodologies. These methodologies are quantitative research, survey, questionnaire
and many others. All these are main methods that helped researcher in accomplishment of
research aim and objectives effectively. Questionnaire has been developed for collecting primary
information about the topic that resulted in attainment of valid outcomes. Frequency distribution
analysis has been applied for evaluating quantitative data that turn to impacted in attaining aim
and objectives. Main findings of the current research are digital media and marketing strategies
are important for business organisation in changing customer behaviour towards the brand. Main
conclusion of the current investigation is changing customer behaviour helped business in
attainment of competitive advantages successfully.
2

ACKNOWLEDGEMENTS
I would like to express my specific thanks to my supervisor who gave me an opportunity to
conduct research over an interesting topic i.e. To analyse the impact of digital media strategies
on behaviour of customers”. A study on Starbucks
Secondly, I would like to thankful to my family members and friends who gave me
appropriate guidance to complete research within given time and in effective manner.
3

GLOSSARY
 Digital media strategies: Facebook, twitter, Instagram etc.
 Probability sampling: Helps in selecting larger sample for quantitative research
 Quantitative research: Helps in collecting numerical information
4

Contents
ABSTRACT....................................................................................................................................2
ACKNOWLEDGEMENTS.............................................................................................................3
GLOSSARY....................................................................................................................................4
Contents...........................................................................................................................................5
LIST OF TABLES...........................................................................................................................7
LIST OF FIGURES.........................................................................................................................8
LIST OF APPENDICES..................................................................................................................9
1. INTRODUCTION.....................................................................................................................10
1.1 Overview of the topic..........................................................................................................10
1.2 Background of the Starbucks...............................................................................................10
1.3 Problem statement...............................................................................................................10
1.4 Research questions...............................................................................................................11
1.5 Research aim and objectives................................................................................................11
1.6 Rationale of the research.....................................................................................................11
1.7 Outline of the methodology.................................................................................................12
1.8 Chapter’s outline..................................................................................................................12
2. LITERATURE REVIEW..........................................................................................................13
2.1 What is the concept of digital media strategies and digital marketing strategy?.................13
2.2Which of the digital media strategies used in Starbucks to engage with customers?...........14
2.3 What challenges are being made by organisation in implementing of digital media strategy
...................................................................................................................................................16
2.4 Conclusion of the literature review......................................................................................17
3. RESEARCH METHODOLOGY..............................................................................................18
3.1 Research philosophy............................................................................................................18
3.2 Research approach...............................................................................................................18
3.3 Data collection:....................................................................................................................18
3.4 Research Strategy................................................................................................................19
3.5 Research Choice..................................................................................................................19
3.6 Sampling..............................................................................................................................20
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3.7 Ethical Consideration...........................................................................................................20
4. FINDINGS AND ANALYSIS..................................................................................................21
5. CONCLUSION AND RECOMMENDATIONS......................................................................34
Conclusion.................................................................................................................................34
Recommendations......................................................................................................................34
REFERENCES..............................................................................................................................36
APPENDIX....................................................................................................................................38
Blank questionnaire...................................................................................................................38
Questionnaire.............................................................................................................................38
6

LIST OF TABLES
Table 1: Companies are moving towards digital marketing strategies for changing behaviour of
customers.......................................................................................................................................22
Table 2: Investing time and funds in developing digital marketing strategies is necessary in this
modern time for Starbucks.............................................................................................................23
Table 3: Starbucks takes advantage of engaging large number of customers by adopting different
digital marketing strategies............................................................................................................24
Table 4: Best digital media strategy adopted by the company currently for changing behaviour of
customers in the favour of company..............................................................................................25
Table 5: Major benefit of digital media strategies within Starbucks.............................................26
Table 6: Challenge is faced by Starbucks if it does not follow any digital marketing strategy....28
Table 7: Major challenge faced by Starbucks while implementing several digital media strategies
.......................................................................................................................................................29
Table 8: Best way for mitigating challenges faced by Starbucks in the procedure of implementing
digital media strategies..................................................................................................................30
Table 9: Starbucks has seen great success and development by using digital marketing strategies
over traditional marketing strategies.............................................................................................31
Table 10: Starbucks measures the success of its digital marketing efforts....................................32
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LIST OF FIGURES
Figure 1..........................................................................................................................................23
Figure 2..........................................................................................................................................24
Figure 3..........................................................................................................................................25
Figure 4..........................................................................................................................................26
Figure 5..........................................................................................................................................27
Figure 6..........................................................................................................................................28
Figure 7..........................................................................................................................................29
Figure 8..........................................................................................................................................30
Figure 9..........................................................................................................................................31
Figure 10........................................................................................................................................32
8

LIST OF APPENDICES
Blank questionnaire ……………………………………………………………………35
Completed questionnaire ……………………………………………………………35-36
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1. INTRODUCTION
1.1 Overview of the topic
Digital media introduces to content or technology that’s encrypted or consumed via a
machine readable platform. It is any form of media that can be developed, viewed, modified and
distributed through electronic devices. This is commonly used website, online advertising and
social media. Along with this, digital marketing is also known as online marketing that is the
promotion of brands or products (Cao and et. al., 2021). This helps an organisation in connecting
their potential customers through the internet and other forms of digital communication. There
are various digital media and marketing strategies used by companies for promoting their brand
to the customers and in market. These are e-mail marketing, content marketing, social media
marketing, search engine marketing, influencer marketing etc. All these are main and effective
types of strategies that used by business with purpose of attracting larger number of customers
within minimum time period.
1.2 Background of the Starbucks
Starbucks is an American multinational chain of coffeehouses that was founded in 1971 by
Jerry Baldwin, Zev Siegl and Gordon Bowker. Company is specialising in serving hot and cold
drinks, micro ground instant coffee, caffe latte, expresso, pastries, snakes etc. There are various
digital media and marketing strategies used by Starbucks such as festive marketing, community-
based campaigns, product-based marketing campaigns, digital expansion as well as different
digital marketing presence that are Instagram, Facebook, twitter etc. All these are main strategies
used by company with purpose of increasing number of customers in less time period (Goldman
and et. al., 2021). There are also different social media campaigns used by Starbucks which are
ReconnectWithStarbucks campaign, StarbucksAtHome and StarbucksDance etc. These are
effective campaigns that helps Starbucks in increasing their customer base as well as developing
strong brand image in customer’s mind.
1.3 Problem statement
Use of digital and marketing media is not easy for business organisation because it requires
lots of time and cost. This is a biggest problem for companies that impact on their business
performance and profitability. Apart from this, there are also some major problems faced by
business organisation due to improper use of digital media and marketing. These problems are
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not getting lost in the volume, targeting the right audience effectively, negative publicity,
increased security risk etc. These are major risks that have negative impact on business. For
Starbucks, there is no need for promoting their products and services through digital and
marketing media because it is a famous brand (Khajeheian and Ebrahimi, 2021). Sometimes,
Starbucks faced the issue of negative publicity that turn to impact on their business growth and
success in negative manner. Therefore, current research is conducted for overcoming current
problem within minimum time and in successful manner.
1.4 Research questions
 What is the concept of digital media strategies and digital marketing strategy?
 Which of the digital media strategies used in Starbucks to engage with customers?
 What challenges are being made by organisation in implementing of digital media strategy?
1.5 Research aim and objectives
Research aim:
Main aim of the current research is “To analyse the impact of digital media strategies on
behaviour of customers”. A study on Starbucks.
Research objectives:
 To determine the concept of digital media strategies and digital marketing strategy.
 To access which digital media strategies used in Starbucks to engage with customers.
 To determine what challenges are being made by organisation in implementing of digital
media strategy.
1.6 Rationale of the research
Main rationale behind the selection of this is to identify the types of digital media and
marketing strategies used by Starbucks. This research is important for different stakeholders that
are customers, researcher, Starbucks etc. For customers, current research helps them in
identifying the accurate information about the product, quality of product, price of the product
etc. This will further assist them in developing brand loyalty and trust among customers (Zhao
and et. al., 2021). For Starbucks, present investigation is important for them by increasing their
understanding about the importance of using digital media and marketing strategies in increment
of customer base. For researcher, current study is significant for them by enhancing their
research skills that are data collection, time management, decision making, presentation and
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many others. All these are effective types of research skills that helps them in conducting further
research successfully.
1.7 Outline of the methodology
Methodology is the process of gathering information through effective method and
approach. There are different methodologies that are used within current dissertation. These are
positivism philosophy, deductive approach, quantitative research, survey, questionnaire,
probability sampling (40 employees of Starbucks) etc. All these are main methodologies that
helps researcher in gathering primary and quantitative data about the impact of digital media
strategies on behaviour of customers towards Starbucks.
1.8 Chapter’s outline
There are various chapters that helps researcher in completing full dissertation
systematically and successfully. Some important chapters are described as below;
Chapter 1: Introduction: This is a first chapter that includes important information such
as research aim, objectives, research questions, rationale, outline of methodology and many
others. All these are significant information that facilitate researcher in conducting of new
activity effectively.
Chapter 2: Literature Review: This is a second chapter that assist in gathering secondary
information from various sources that are articles, books, magazines, journals and many others.
All these are main sources that are used for gathering secondary data regarding the impact of
digital media strategies on behaviour of customers.
Chapter 3: Research methodology: There are various methodologies that are effective in
current research (CHANDRA, 2020). These are research philosophy, research approach, data
collection, research choice etc. All these are essential in attaining each objective successfully.
Chapter 4: Data analysis: Within current research, quantitative data will be collected
from questionnaire. In order to evaluate this, frequency distribution analysis will be used as an
analytical technique.
Chapter 5: Conclusion and recommendations: This is a last chapter that includes
information regarding all chapters in clear and accurate manner. In recommendations, some
suggestions will be given to the company that are related with how to attract larger base of
customers through digital and marketing media.
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2. LITERATURE REVIEW
Literature review is the process of gathering secondary information via available sources.
These sources are peer-reviewed articles, books, magazines, journals etc. All these are effective
and useful sources within this research because with the use of this, researcher can easily collect
in-depth information. Main purpose of literature review is to identify the research gap. Within
this research, main gap is the lack of information regarding the impact of digital media strategies
on behaviour of customers (Padhi, 2021). In previous studies, there was lots of data available
regarding the digital media strategies, but there was lack of information about the influence of
digital media strategies in changing consumer behaviour. This is a main gap and for addressing
this, research questions are used. These are;
2.1 What is the concept of digital media strategies and digital marketing strategy?
According to Marland, Lewis and Flanagan (2017), digital strategy is a plan for increasing
the performance and growth of business by using technology. It helps in providing the direction
to organisation so that business can gain new competitive advantage with technology. The digital
media strategy helps in digitalising the content that transmit over the computer networks and
internet. It mainly includes audio, video, text and graphics. The main purpose of digital media
strategy is to exchange the information in wider range a reach to maximum number of audience.
It also helps company to handle their daily responsibilities and market their products and services
in effective and smooth manner (Mogilko, 2016). By using digital media strategy, company can
reach to large number of audience and increase their sale and revenue. In order to develop the
digital media strategy, it is important to create customer persona, identify goals and tool of
organisation, focus on blogging, evaluating existing digital marketing channels, automate
marketing, nail mobile optimisation and make easy for customers to reach company. The digital
media strategies help in understanding the market share of organisation and also they can attract
more and more customers towards the brand. It facilitates the social interaction and empowers
people to raise their voice and ask questions related to the products and services.
As per the opinion of Godard-Sebillotte (2018), digital marketing strategy is a set of
plans that helps in achieving goals and objectives of business by using effective marketing
channels such as earned, owned media or paid. Organisation generally use digital marketing
strategy to better understand the market share of company and reach to potential consumers.
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There are various types of digital marketing strategies such as social media marketing platforms,
influencer marketing, email, content, search engine optimisation, pay per click, mobile marketing
and affiliate marketing. These strategies help in improving the profitability and growth of
business due to which they can achieve competitive advantage over its competitors. Through
digital marketing strategies, organisation can increase the loyalty of customer with frequent
communication and also engage them at every buying stage. It also helps in targeting the right
audience and generate consistent lead pipeline (Chaffey and Ellis-Chadwick, 2016). Digital
marketing strategy provides direction to company by targeting the right customer that have
interest in the products and services of brand. For company, digital marketing strategy is
important as it brings lot of opportunities and enhance the growth of business. Nowadays, digital
marketing strategy plays an important role for businesses as it helps in identifying the best place
and choosing the best channel to distribute the products and services online. One of the effective
digital marketing strategy is social media marketing. It is wide platform which have millions of
active users (Opresnik, 2018). There are different social media platforms that helps in increasing
the profitability and performance of business such as Facebook, Instagram, LinkedIn, Twitter,
etc. Social media marketing helps in increasing the brand recognition and trustworthiness among
customer due to which organisation can attract more and more customers towards the brand and
create strong customer base by offering the high quality products and services.
2.2Which of the digital media strategies used in Starbucks to engage with customers?
Starbucks is one of the top competitor which uses various innovative social media strategy
that help them to engage with their customer in most innovative way. This is one of the iconic
chain worldwide. The uses various social media platform to catch the eye of the customer
towards them. In one of the survive it is found that social media statistic of Starbucks is 37.2
million Facebook followers, 11.9 million twitter, 16 million Instagram, 153k you tube
subscribers. The social media strategy of the Starbucks is as follow:
Innovative content: The Starbucks has hire so many content writers which designed
various attractive content for social media which helps them to engage with the clients in more
innovative way. The content which is made is based on the limited period deal which they
provide to their customers. With the increase in social media users the company make so
attractive videos, images which helps them to engage with the buyers according to the neds and
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wants. The content is also prepared on the basis of festive session which is one of the best
strategy that they adopt to make cultural engagement with the society.
Tweet – a- coffee – campaign: In the year 2013 one of the most customer engagement
strategy through social media that Starbucks use is the campaign. In this they provide a gift card
of worth $5 to those buyers who put a post on @tweetacoffee on social media. By this social
media campaign they engage with lots of customer which help them to increase their customer
base in different part of the world. By this campaign around $180 k coffee is sold by them and
promotion is so high that customer appointment increases.
Facebook strategy: By using various photo content that they post on Facebook they also
interact with the customer. Starbucks post seasonal drinks photos on the Facebook creates more
buzz on the social media by the customer. They post that they made available on the Facebook is
of bright colours, catchy images. Through this they attract the clients of the middle as well as
older age because Facebook is used by all the age people and by using this strategy they can
connect with the wider range of clients.
Twitter: Starbucks think this is the most important social media strategy which help
them to make effective engagement with their clients. They understand the importance of how
twitter can help them to provide customer services. They use the Twitter strategy by sharing the
experience of the followers on the Twitter which help them to enhance their market. By twitter
advertisement or post they can give more information about their coffee chain (Dar and Tariq,
2021). In twitter ads they use the highlight tweet function by which they light those customers
message which help them to make relationship. Their pitch voice and witticism on twitter is so
different from other strategies that make them the favourite social media platform by the
customers.
Starbucks $2 strategy: With the help of Instagram, google ads they recent promote their
offer that is Starbucks 150 which help them to engage with the clients by knowing them the offer
that is providing by them on their 150 anniversary. This social media strategy is all about
providing the customer on how they are providing the coffee are beverage at $2 to their
customers. They also make a strategy of mobile marketing where they designed an app that is
mystarbucks app that help the customer to know the nearby outlets of Starbucks in their locality
(Ilyas and et. al., 2021). This also helps the clients to make order by sitting at far place. This is
the most comfortable strategy that they provide.
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2.3 What challenges are being made by organisation in implementing of digital media strategy
The challenges that are being faced by them in implementing their digital media strategy
are:
Targeting the right audience: The first most important challenges that are faced by them is
targeting the right customer. The Starbucks provides variety of coffee so it is impossible for them
to provide the target the particular clients about the specific type of product. As in social media
all the people see them so they could not range the particular segment. The internet users are
enhancing day by day, their taste and preferences turns in minutes. So pointing the right
customers is becoming a problem from them.
Preparing the budgets: The second challenges that is faced is preparing the right budget
for different type of social media strategy. The channels are increased day by day what is best
today may not be good for next month. So clients keep of switching their social media sites
which creates problem for the company to make a specific budget for particular platform. For
making budget first they need to invest on the analytic tool which will help them to gain more
detail understanding about the recent market as well as the future analysis (Pop and et. al., 2021).
Every aspect need to be analysed before implementing any strategy.
Security risk: Online security is becoming the major concern with the time. Most of the
information is being shared through network media. So hacker get most of the useful data of the
organisation. Clients information is being access by the hackers. So before implementing any
strategy, they need to look for all those aspects which can provide safety to the clients. They also
need to make their strategy secure before implementing them in the actual action.
Innovative ideas: Each and every organisation uses social media platform to engage with
the customer. So this is most complex challenges they face as if they want to make any strategy
for social media then they need to have those innovative ideas which is not used by any company
before. Because customer will only attract and engage when they need any new content which is
so mesmerising which pull the clients towards the organisation (Ramizo Jr, 2021). Modern
thought is important for this they need those people who is dynamic and can always ready to
serve ideas which is so different that will also help them to gain competitive advantages.
Generating quality leads: in the recent times each business looks for generating leads
through marketing. This is the worst challenge that is faced if the promotions and engagement is
done with social media. The competition is so high that to gain leads is more toughest job. Leads
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generation strategy using various images, videos are also increasing. So if they want to put their
digital strategy into action, they need to properly evaluate about the leads that can be get with the
help of the strategy. They need to know by which platform how much leads can be get and what
are the ways to gain them.
Raising capital: Next challenge that they will be contour is how they can raise the capital
for their different digital strategy. Before putting the strategy into the action they need to see
what cost will have incurred, how many capitals they have and what all the sources through
which capital can be gained. If the market research goes wrong, then organisation cannot raise
enough capital and will incur lot of cost.
2.4 Conclusion of the literature review
From the above mentioned literature review, it has been concluded that digital media and
marketing strategies are important for business organisation because these helped them in
attracting larger base of customers within less time. There are various types of digital media and
marketing strategies used by Starbucks Facebook, twitter etc. All these are effective and valuable
strategies that helped them in increasing their sales and profitability. Along with this, there are
also essential digital marketing strategies followed by company for engaging their customers
towards the products or services. These strategies are innovative content, tweet – a- coffee –
campaign, Facebook strategy, twitter and Starbucks $2 strategy. These strategies helped business
organisation in increasing their customers base as well as enhancing their business performance.
There are different challenges faced by company while implementing digital marketing
strategies. These are targeting the right audience, preparing the budgets, security risk, innovative
ideas, generating quality leads and raising capital. These are major challenges that have impacted
over business performance of Starbucks. In order to overcome above mentioned challenges, there
will be a requirement of using effective ways. These ways are proper planning, proper research
of target audience etc.
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3. RESEARCH METHODOLOGY
Research methodology refers to the process of gathering accurate data about any topic or
research. Main purpose of methodology within a research is to help investigator in attainment of
aim and objectives successfully (Yusof, Supie and Ismail, 2021). There are different
methodologies that are useful within a current investigation. These are explained as below;
3.1 Research philosophy
There are two types of research philosophies such as positivism and interpretivisim. Both
types of philosophies are essential but positivism is a chosen philosophy as it facilitate
investigator in collecting, evaluating and using quantitative information about the topic. There
are certain benefits regarding the use of positivism philosophy such as facilitate in getting
quantitative results, cost effective, less time taking and many others (Pandey and Pandey, 2021).
All these are main benefits of the positivism philosophy that assist investigator in achieving aim
and objectives of the current research successfully and within minimum time period. On the
other side, interpretivisim is another type, which is not effective within current investigation
because it takes maximum time and not assist in achieving valid outcomes.
3.2 Research approach
In research, approaches can be distinguished into two such as inductive and deductive.
Research approaches mainly include brief assumptions or outline which will be followed by the
scholar for data collection and analysis (Motjolopane, 2021). Inductive approach starts from
observation and ends with the development of new theoretical framework. In contrast to this,
deductive approach considers existing theoretical framework for confirming hypothesis
developed for the study. Hence, for analysing the effect of digital media strategy on the buying
behavior of customer’s deductive approach is selected. Accordingly, referring theories of digital
media and customer buying behavior hypothesis have been confirmed. There are certain benefits
of selecting deductive approach such as assist in evaluating quantitative data, not require
maximum time etc.
3.3 Data collection:
In the field of research, data collection is considered as the most important aspect which
can be gathered from mainly two sources such as primary and secondary. Data which gathered
for the first time through the means of survey, focus group, observation, interview etc known as
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primary. On the other side, secondary data refers to the one that has already been gathered and
published by other scholar. Secondary data sources mainly include books. Journals and scholarly
articles which helps researcher in developing brief thesis (Ramos-Carranza, Añón-Abajas and
Rivero-Lamela, 2021). In the current study, for assessing the impact of digital media strategy on
the buying behavior of Starbuck’s customer’s data has been gathered from both primary and
secondary sources. With regards to primary data gathering survey has been conducted on 40
customers of Starbucks via questionnaire. In addition to this, books, journals and scholarly
articles pertaining to digital media strategy as well as consumer buying behavior has been
evaluated for developing understanding about research issue (Ndenje-Sichalwe and Elia, 2021).
Therefore, both primary and secondary data are important in current research as these helps in
attainment of research aim and objectives successfully.
3.4 Research Strategy
Research strategy is defined as a training strategy by which the areas are defined through
which piece of information is assembled and evaluated. It is a methodology by which
investigator could gather all the essential information that are dependable and true to the topic of
study by which investigator could attain research objectives (Nayak and Singh, 2021). There are
various types of research strategies such as survey, action research, experiment etc. All these are
essential but survey is a selected research strategy because it helps in collecting numerical
information within less time period. There are different advantages of selecting survey strategy
such as provide numerical information, helps in getting valid outcomes etc.
3.5 Research Choice
There are two types of research methods such as qualitative and quantitative. Both are
effective methods that helps in collecting information regarding any subject. Within this
research, quantitative is a chosen research because it helps in gathering numerical and valid
information in systematic and accurate information (Turnbull, Chugh and Luck, 2021). There are
various reasons behind the selection of quantitative research such as provide numerical data, cost
effective, time effective and many others. Qualitative is another method that is not essential
within this research as it require various sources.
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3.6 Sampling
This is the process of selecting sample from larger population. There are two techniques of
sample selection such as probability and non-probability. Within this research, probability is a
selected sampling technique as it assists in selection of larger sample within less time period. By
using probability type of research sampling, 40 employees of Starbucks are selected randomly.
Non-probability sampling is another type that is not effective within current investigation
because it takes maximum time (Chen and et. al., 2021).
3.7 Ethical Consideration
Research ethic are important within a research because it helps in completing each activity
in ethical manner. There are various principles of research ethics that are informed consent,
confidentiality, autonomy etc. It is important for researcher to use all these as it turn to impact in
attainment of research aim and objectives successfully (Benfell, 2021). Along with this, there are
various ethical issues that would be faced by researcher while conducting this research. These
are study design and ethical approval, conflicts of interest, redundant publication and plagiarism
etc. These are main ethical issues faced by researcher while conducting current investigation. In
order to overcome this issues, there are certain principles of research ethics such as respect of
anonymity and confidentiality, respect for privacy, minimising the risk of harm etc.
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4. FINDINGS AND ANALYSIS
In order to analysis quantitative data gathered from questionnaire, there will be a
requirement of using research analytical tool (Djafar and et. al., 2021). Frequency distribution
analysis is an effective research analytical tool that is used by researcher for evaluating
numerical information regarding the topic. Frequency distribution analysis of the current
research is shown as below;
Frequency Distribution Table
Q1) Do you have knowledge that companies are moving towards digital
marketing strategies for changing behaviour of customers?
Frequency
a) Yes 40
b) No 0
Q2) As per your opinion, do you think investing time and funds in
developing digital marketing strategies is necessary in this modern time
for Starbucks?
Frequency
a) Yes 32
b) No 4
c) May be 4
Q3) As per your perspective, does Starbucks take advantage of engaging
large number of customers by adopting different digital marketing
strategies?
Frequency
a) Yes 28
b) No 7
c) Prefer not to say 5
Q4) According to your experience in Starbucks, what is the best digital
media strategy adopted by the company currently for changing behaviour
of customers in the favour of company?
Frequency
a) Innovative content 12
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b) Facebook strategy 14
c) Starbucks $2 strategy 8
d) Tweet-a-coffee campaign 6
Q5) As per your view, what is the major benefit of digital media strategies
within Starbucks?
Frequency
a) Grabbing attention of potential and existing customers 10
b) Engaging customers with the brand 11
c) Increasing profit and revenue level 9
d) Providing instantaneous information to mass audience 5
e) Creating favourable change among customers 5
Q6) As per your understanding, do you think any challenge is faced by
Starbucks if it does not follow any digital marketing strategy?
Frequency
a) Yes 36
b) No 4
Q7) As per your view, what is the major challenge faced by Starbucks
while implementing several digital media strategies?
Frequency
a) Preparing the budgets 8
b) Targeting the right audience 9
c) Innovative ideas 5
d) Security risk 6
e) Raising capital 12
Q8) As per your learning, what is the best way for mitigating challenges
faced by Starbucks in the procedure of implementing digital media
strategies?
Frequency
a) Strictly adhering budget 8
b) Appropriate market study 10
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c) Including employees in decision-making 12
d) Right investments in developing secured network 6
e) Effective communication with stakeholders 4
Q9) Do you think that Starbucks has seen great success and development
by using digital marketing strategies over traditional marketing strategies?
Frequency
a) Yes 35
b) No 5
Q10) As per your perception, how does Starbucks measure the success of
its digital marketing efforts?
Frequency
a) Increased number of followers on various social media platforms 8
b) Evaluating number of sales 10
c) Comparing profitability level 11
d) Increasing potential customers 11
Table 1: Companies are moving towards digital marketing strategies for changing behaviour of
customers
Q1) Do you have knowledge that companies are moving towards digital
marketing strategies for changing behaviour of customers?
Frequency
a) Yes 40
b) No 0
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Figure 1
Interpretation: From the above gathered information, it is interpreted that there are total
40 respondents. These respondents have great knowledge about the concept of digital marketing
strategies and customer behaviour. The whole 40 respondents have said yes that companies are
moving towards digital marketing strategies for changing behaviour of customers because these
strategies are assisting companies to gain large number of customers. The digital marketing
strategies are adopted by companies because mostly customers are engaged on digital media
platforms and this assists in grabbing attention of the customers.
Table 2: Investing time and funds in developing digital marketing strategies is necessary in this
modern time for Starbucks
Q2) As per your opinion, do you think investing time and funds in
developing digital marketing strategies is necessary in this modern time
for Starbucks?
Frequency
a) Yes 32
b) No 4
c) May be 4
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Figure 2
Interpretation: With the above recorded piece of information, it is understood that there
are total 40 representatives. Out of these representatives, 32 respondents have answered yes that
investing funds and time in developing digital marketing strategies is necessary in the current
modern time because it helps in capturing large number of customers. This helps in gaining large
number of customers towards brand by simply making them understand about the company's
services and products. The other 4 respondents have given answer no that investing funds and
time is not important for developing digital marketing strategies because it consumes a lot of
time of various managers operating in the company. They have said that it takes great amount of
funds because it involves various number of strategies. The rest 4 respondents are not quite sure
about whether the company should invest their time and funds on developing digital marketing
strategies or not because there are not able to predict the advantages of marketing strategies or
not.
Table 3: Starbucks takes advantage of engaging large number of customers by adopting different
digital marketing strategies
Q3) As per your perspective, does Starbucks take advantage of engaging
large number of customers by adopting different digital marketing
strategies?
Frequency
a) Yes 28
25

b) No 7
c) Prefer not to say 5
Figure 3
Interpretation: As per the assembled data, it is understood that there are total 40
respondents. 28 respondents have answered yes that Starbucks take advantage of engaging large
number of customers by adopting different digital marketing strategies because this helps in
reaching customers and understanding their needs and requirements. The other 7 respondents
have provided no that these strategies do not help in engaging customers as they believe that
product must be good for increasing the engagement of customers.
Table 4: Best digital media strategy adopted by the company currently for changing behaviour of
customers in the favour of company
Q4) According to your experience in Starbucks, what is the best digital
media strategy adopted by the company currently for changing behaviour
of customers in the favour of company?
Frequency
a) Innovative content 12
b) Facebook strategy 14
26

c) Starbucks $2 strategy 8
d) Tweet-a-coffee campaign 6
Figure 4
Interpretation: With the above accumulated information, it is observed that there are 40
participants. 12 participants have said that innovative content is one of the best digital media
strategies because this helps in showcasing information about the customers. This helps in
gaining attention of the customers by providing every detail about the product offered by
Starbucks. The other 14 respondents have provided answer that Facebook strategy is the other
digital media strategy because this platform already has many customers so they also attract
more number of customers. The other 8 respondents have given answer that Starbucks $2
strategy is the other digital media strategy because in this company is providing offer to
customers. The rest 6 respondents have given answer that tweet a coffee campaign is another
strategy because in this certain gift is provided to customers.
Table 5: Major benefit of digital media strategies within Starbucks
Q5) As per your view, what is the major benefit of digital media strategies
within Starbucks?
Frequency
27

a) Grabbing attention of potential and existing customers 10
b) Engaging customers with the brand 11
c) Increasing profit and revenue level 9
d) Providing instantaneous information to mass audience 5
e) Creating favourable change among customers 5
Figure 5
Interpretation: With the above compiled piece of information, it is understood that there
are total 40 respondents. 10 respondents have said that grabbing attention of existing and
potential customers because customers are one of the most important elements for the success of
a company. The other 11 respondents have provided answer that engaging customer with the
brand is another benefit because before consuming product customers get to know about the
product. Another 9 respondents have said that increasing revenue and profit level is the major
benefit because customers come and consume the product of company. The other 5 respondents
have provided answer that providing instantaneous information to mass audience is the biggest
benefit because it helps in providing great piece of information. The other 5 participants have
said that creating favourable change among customers is the biggest benefit because it assists in
28

sharing information at right time. The rest 5 respondents have said that creating favourable
changes among customers because this helps in gaining attention of large number of consumers.
Table 6: Challenge is faced by Starbucks if it does not follow any digital marketing strategy
Q6) As per your understanding, do you think any challenge is faced by
Starbucks if it does not follow any digital marketing strategy?
Frequency
a) Yes 36
b) No 4
Figure 6
Interpretation: By the above assembled data, it is analysed that there are total 40
respondents who have answered about challenges faced by company due to the absence of digital
marketing strategy. 36 respondents have given answer that yes many challenges are faced by
Starbucks if it does not follow any digital marketing strategy. In the current modern time it is
necessary to adopt digital marketing strategies for grabbing attention of customers in shorter time
duration. The rest 4 respondents have said no that according to them there is no challenge faced
by company in absence of digital marketing strategies. They believe that there are also other
strategies that help in gaining attention of large number of customers.
29

Table 7: Major challenge faced by Starbucks while implementing several digital media strategies
Q7) As per your view, what is the major challenge faced by Starbucks
while implementing several digital media strategies?
Frequency
a) Preparing the budgets 8
b) Targeting the right audience 9
c) Innovative ideas 5
d) Security risk 6
e) Raising capital 12
Figure 7
Interpretation: As per the above gathered data it is interpreted that 8 respondents have
said that preparing the budgets is one of the challenges faced by company while successful
implementation of several digital media strategies. The other 9 respondents have answered that
targeting the right audience is another challenge because there are many type of customers
available in the market. The other 5 participants have given answer that innovative idea is the
main challenge because in this it is difficult task to come up with new ideas. The other 6
participants have said that security risk is the other challenge because there is chance of
30

information getting leaked. The remaining 12 respondents have answered that raising capital is
the other major challenge because it is not easy task to source large amount of funds.
Table 8: Best way for mitigating challenges faced by Starbucks in the procedure of implementing
digital media strategies
Q8) As per your learning, what is the best way for mitigating challenges
faced by Starbucks in the procedure of implementing digital media
strategies?
Frequency
a) Strictly adhering budget 8
b) Appropriate market study 10
c) Including employees in decision-making 12
d) Right investments in developing secured network 6
e) Effective communication with stakeholders 4
Figure 8
Interpretation: With the above accumulated piece of information, it is understood that 8
respondents have said that strictly adhering budget is the best way to mitigate challenges in
relation to digital media strategies. The other 10 respondents have said that appropriate market
study is the best way to understand the customer’s needs. Another 12 respondents have given
31

answer that including employees in decision-making is another way because this assists in
getting more number of ideas. 6 respondents have said that right investments in developing
secured network is the other way because this helps in providing great security to customers. The
remaining 4 respondents answered that effective communication with stakeholders is the
effective way to eliminate challenges of digital media strategies.
Table 9: Starbucks has seen great success and development by using digital marketing strategies
over traditional marketing strategies
Q9) Do you think that Starbucks has seen great success and development
by using digital marketing strategies over traditional marketing strategies?
Frequency
a) Yes 35
b) No 5
Figure 9
Interpretation: As per the assembled data it is understood that there are total 40
respondents. 35 respondents have said yes that Starbucks has seen great success and
development by using digital marketing strategies over traditional marketing strategies because
this has assisted in grabbing attention of customers. The other 5 respondents have said no that it
did not help in gaining great success and development.
32

Table 10: Starbucks measures the success of its digital marketing efforts
Q10) As per your perception, how does Starbucks measure the success of
its digital marketing efforts?
Frequency
a) Increased number of followers on various social media platforms 8
b) Evaluating number of sales 10
c) Comparing profitability level 11
d) Increasing potential customers 11
Figure 10
Interpretation: With the carried out information, it is understood that 8 respondents have
said that increased number of followers on various social media platforms because this has
assisted in catching attention of these customers. The other 10 respondents have said that
evaluating number of sales is the other way for measuring success of digital marketing efforts.
The other 11 respondents have said that comparing profitability level is the significant way of
measuring success and the rest 11 participants have said that increasing potential customers is the
great method to measure success of digital marketing strategies.
33

5. CONCLUSION AND RECOMMENDATIONS
Conclusion
From the above assembled piece of information, it is summarised that digital media helps
in introducing advance technologies that are used for attracting large number of customers
towards the brand. It is kind of media that could be viewed, modified, distributed and developed
by electronic devices. This assists company to connect their potential customers with the internet
and other types of digital communication. In the current investigation different piece of
information is taken out which include challenges faced by company while implementing digital
media strategies that are: preparing the budgets, targeting the appropriate audience, innovative
ideas, security risk etc. Hence, digital media marketing strategies are great for gaining attention
of large number of customers and changing behaviour of customers towards the brand. Along
with this, it has been concluded from the above mentioned findings that most of the respondents
have knowledge regarding the digital marketing strategies used by company for changing
customer behaviour towards the brand. There are different digital media strategies used by
Starbucks such as innovative content, Facebook strategy, Starbucks $2 strategy and Tweet-a-
coffee campaign. All these are effective strategies that helped them in changing customer
behaviour that resulted in improved business performance and enhanced business productivity.
There are different advantages of digital media strategies experienced by Starbucks. These are
grabbing attention of potential and existing customers, engaging customers with the brand,
increasing profit and revenue level, providing instantaneous information to mass audience and
creating favourable change among customers. Therefore, digital media strategy helped company
in attaining competitive advantages.
Recommendations
From the above assembled data there are certain recommendations that are provided to
Starbucks so that they can improve their digital marketing strategies and change consumer
behaviour in the favour of brand. Some of the recommendations are provided in detail form
which include:
 Starbucks should focus on considering different types of platforms at the same time
because all these platforms have different set of population. The multiple platforms help
34

in reaching large number of customers in the minimum period of time. Multiple platforms
include: Facebook, Instagram etc.
 Starbucks should also focus on putting quality content on regular basis because this will
provide instantaneous information to existing as well as potential customers. This will
also assist in building great relationship with customers as they will always have
connected to the company.
 Starbucks must adopt advance technology through which they can keep track on traffic,
sales and profit level of the company. The company should also use Google Analytics
because this will help in timely tracking about the volume of traffic. This should be break
down into several categories that include: referral, paid and organic.
35

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37

APPENDIX
Blank questionnaire
Questionnaire
Q1) Do you have knowledge that companies are moving towards digital marketing strategies
for changing behaviour of customers?
a) Yes
b) No
Q2) As per your opinion, do you think investing time and funds in developing digital marketing
strategies is necessary in this modern time for Starbucks?
a) Yes
b) No
c) May be
Q3) As per your perspective, does Starbucks take advantage of engaging large number of
customers by adopting different digital marketing strategies?
a) Yes
b) No
c) Prefer not to say
Q4) According to your experience in Starbucks, what is the best digital media strategy adopted
by the company currently for changing behaviour of customers in the favour of company?
a) Innovative content
b) Facebook strategy
c) Starbucks $2 strategy
d) Tweet-a-coffee campaign
Q5) As per your view, what is the major benefit of digital media strategies within Starbucks?
a) Grabbing attention of potential and existing customers
b) Engaging customers with the brand
c) Increasing profit and revenue level
d) Providing instantaneous information to mass audience
38

e) Creating favourable change among customers
Q6) As per your understanding, do you think any challenge is faced by Starbucks if it does not
follow any digital marketing strategy?
a) Yes
b) No
Q7) As per your view, what is the major challenge faced by Starbucks while implementing
several digital media strategies?
a) Preparing the budgets
b) Targeting the right audience
c) Innovative ideas
d) Security risk
e) Raising capital
Q8) As per your learning, what is the best way for mitigating challenges faced by Starbucks in
the procedure of implementing digital media strategies?
a) Strictly adhering budget
b) Appropriate market study
c) Including employees in decision-making
d) Right investments in developing secured network
e) Effective communication with stakeholders
Q9) Do you think that Starbucks has seen great success and development by using digital
marketing strategies over traditional marketing strategies?
a) Yes
b) No
Q10) As per your perception, how does Starbucks measure the success of its digital marketing
efforts?
a) Increased number of followers on various social media platforms
b) Evaluating number of sales
c) Comparing profitability level
d) Increasing potential customers
39