The Influence of E-marketing and Online Animated Advertising on Consumer Buying Behavior: A Case Study of Ruff 'n' Tumble Clothing Company
Added on 2023-06-11
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Project Dissertation
The Influence into the effects of E-marketing and Online Animated Advertising on buying
behaviour of the consumer
40219008
The Influence into the effects of E-marketing and Online Animated Advertising on buying
behaviour of the consumer
40219008
ABSTRACT
The main purpose of this investigation is to analysis the impact of E-marketing and Online
Animated Advertising on buying behaviour of the consumer-A case study of Ruff 'n' Tumble
clothing company. E-marketing enables an organization to make the liaison with customers
by expanding the awareness regarding products and services among them. This report mainly
discusses five chapters like introduction, literature review, research methodology, data
analysis and findings, and conclusion and recommendation. In this report, three important
elements are discussed like concept of E-Marketing strategy, sources of online and animated
marketing in the e-marketing. Further, it also discusses role of E-marketing and online
animated advertisements in influencing consumer buying behavior. Moreover, this study has
considered both primary as well as secondary data collection method to collect information
with respect to the research matter. In addition, it is evaluated that there are many sources that
is used at the time of executing the online animation in the e-marketing. The findings of this
research are designed to support readers as well as researcher to understand the animation in
e-marketing that would have a positive impact on the consumer buying behavior.
Keywords/tags
Customer buying behavior, motion graphic, 3D animation, and whiteboard animation
The main purpose of this investigation is to analysis the impact of E-marketing and Online
Animated Advertising on buying behaviour of the consumer-A case study of Ruff 'n' Tumble
clothing company. E-marketing enables an organization to make the liaison with customers
by expanding the awareness regarding products and services among them. This report mainly
discusses five chapters like introduction, literature review, research methodology, data
analysis and findings, and conclusion and recommendation. In this report, three important
elements are discussed like concept of E-Marketing strategy, sources of online and animated
marketing in the e-marketing. Further, it also discusses role of E-marketing and online
animated advertisements in influencing consumer buying behavior. Moreover, this study has
considered both primary as well as secondary data collection method to collect information
with respect to the research matter. In addition, it is evaluated that there are many sources that
is used at the time of executing the online animation in the e-marketing. The findings of this
research are designed to support readers as well as researcher to understand the animation in
e-marketing that would have a positive impact on the consumer buying behavior.
Keywords/tags
Customer buying behavior, motion graphic, 3D animation, and whiteboard animation
Table of Contents
Chapter 1: Introduction..........................................................................................................................6
1.1 Research topic.............................................................................................................................6
1.2 Research background...................................................................................................................6
1.3 Research purpose.........................................................................................................................6
1.4 Research question........................................................................................................................7
1.5 Research Significance..................................................................................................................7
1.6 Dissertation structure...................................................................................................................8
Introduction...................................................................................................................................8
Literature Review..........................................................................................................................8
Research Methodology..................................................................................................................8
Data Analysis and Findings...........................................................................................................8
Conclusion and Recommendation.................................................................................................9
Chapter 2: Literature review................................................................................................................10
Introduction.....................................................................................................................................10
2.1 To understand the concept of E-Marketing strategy- A case study of Ruff 'n' Tumble clothing
company..........................................................................................................................................10
2.2 To understand the way of utilizing the online animated advertisements in E-marketing strategy-
A case study of Ruff 'n' Tumble clothing company.........................................................................13
2.3 To analyse the impact of E-marketing and online animated advertisements on the consumer
buying behaviour-A case study of Ruff 'n' Tumble clothing company............................................15
Chapter 3: Research Methodology.......................................................................................................18
Introduction.....................................................................................................................................18
3.1 Research Philosophy..................................................................................................................18
3.2 Research Approach....................................................................................................................18
3.3Research design..........................................................................................................................19
3.4 Research types...........................................................................................................................19
3.5 Research Strategy......................................................................................................................20
3.6 Data Collection Method.............................................................................................................20
3.7 Sampling Method......................................................................................................................21
3.8 Data Analysis Method...............................................................................................................22
3.9 Research Limitations.................................................................................................................22
3.10 Ethical Consideration...............................................................................................................23
3.11 Conclusion...............................................................................................................................23
Chapter 4: Data analysis......................................................................................................................24
Chapter 1: Introduction..........................................................................................................................6
1.1 Research topic.............................................................................................................................6
1.2 Research background...................................................................................................................6
1.3 Research purpose.........................................................................................................................6
1.4 Research question........................................................................................................................7
1.5 Research Significance..................................................................................................................7
1.6 Dissertation structure...................................................................................................................8
Introduction...................................................................................................................................8
Literature Review..........................................................................................................................8
Research Methodology..................................................................................................................8
Data Analysis and Findings...........................................................................................................8
Conclusion and Recommendation.................................................................................................9
Chapter 2: Literature review................................................................................................................10
Introduction.....................................................................................................................................10
2.1 To understand the concept of E-Marketing strategy- A case study of Ruff 'n' Tumble clothing
company..........................................................................................................................................10
2.2 To understand the way of utilizing the online animated advertisements in E-marketing strategy-
A case study of Ruff 'n' Tumble clothing company.........................................................................13
2.3 To analyse the impact of E-marketing and online animated advertisements on the consumer
buying behaviour-A case study of Ruff 'n' Tumble clothing company............................................15
Chapter 3: Research Methodology.......................................................................................................18
Introduction.....................................................................................................................................18
3.1 Research Philosophy..................................................................................................................18
3.2 Research Approach....................................................................................................................18
3.3Research design..........................................................................................................................19
3.4 Research types...........................................................................................................................19
3.5 Research Strategy......................................................................................................................20
3.6 Data Collection Method.............................................................................................................20
3.7 Sampling Method......................................................................................................................21
3.8 Data Analysis Method...............................................................................................................22
3.9 Research Limitations.................................................................................................................22
3.10 Ethical Consideration...............................................................................................................23
3.11 Conclusion...............................................................................................................................23
Chapter 4: Data analysis......................................................................................................................24
Introduction.....................................................................................................................................24
4.2 RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n' Tumble
clothing company............................................................................................................................26
4.3 RO2: To understand the way of utilizing the online animated advertisements in E-marketing
strategy-A case study of Ruff 'n' Tumble clothing company............................................................31
4.4 RO3: To analyse the impact of E-marketing and online animated advertisements on the
consumer buying behaviour-A case study of Ruff 'n' Tumble clothing company............................38
Chapter 5: Conclusion and Recommendations....................................................................................43
5.1 Conclusion.................................................................................................................................43
5.1.1 RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n' Tumble
clothing company........................................................................................................................43
5.1.2 RO2: To understand the way of utilizing the online animated advertisements in E-
marketing strategy-A case study of Ruff 'n' Tumble clothing company.......................................43
5.1.3 RO3: To analyze the impact of E-marketing and online animated advertisements on the
consumer buying behaviour-A case study of Ruff 'n' Tumble clothing company........................44
5.2 Recommendations.....................................................................................................................45
5.2.1 RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n' Tumble
clothing company........................................................................................................................45
5.2.2 RO2: To understand the way of utilizing the online animated advertisements in E-
marketing strategy -A case study of Ruff 'n' Tumble clothing company......................................46
5.2.3 RO3: To analyze the impact of E-marketing and online animated advertisements on the
consumer buying behavior-A case study of Ruff 'n' Tumble clothing company..........................46
5.3 Implications for further research................................................................................................47
References...........................................................................................................................................49
Appendix.............................................................................................................................................58
3.12 Close ended interview questions..............................................................................................58
RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n' Tumble clothing
company..........................................................................................................................................58
RO2: To understand the way of utilizing the online animated advertisements in E-marketing
strategy-A case study of Ruff 'n' Tumble clothing company............................................................59
RO3: To analyze the impact of E-marketing and online animated advertisements on the consumer
buying behavior-A case study of Ruff 'n' Tumble clothing company..............................................60
Table 1: gender.........................................................................................................................34
Table 2: age-group...................................................................................................................35
Table 3: experience..................................................................................................................36
Table 4: Internet marketing facilitates the organization to make relations with consumers....37
4.2 RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n' Tumble
clothing company............................................................................................................................26
4.3 RO2: To understand the way of utilizing the online animated advertisements in E-marketing
strategy-A case study of Ruff 'n' Tumble clothing company............................................................31
4.4 RO3: To analyse the impact of E-marketing and online animated advertisements on the
consumer buying behaviour-A case study of Ruff 'n' Tumble clothing company............................38
Chapter 5: Conclusion and Recommendations....................................................................................43
5.1 Conclusion.................................................................................................................................43
5.1.1 RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n' Tumble
clothing company........................................................................................................................43
5.1.2 RO2: To understand the way of utilizing the online animated advertisements in E-
marketing strategy-A case study of Ruff 'n' Tumble clothing company.......................................43
5.1.3 RO3: To analyze the impact of E-marketing and online animated advertisements on the
consumer buying behaviour-A case study of Ruff 'n' Tumble clothing company........................44
5.2 Recommendations.....................................................................................................................45
5.2.1 RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n' Tumble
clothing company........................................................................................................................45
5.2.2 RO2: To understand the way of utilizing the online animated advertisements in E-
marketing strategy -A case study of Ruff 'n' Tumble clothing company......................................46
5.2.3 RO3: To analyze the impact of E-marketing and online animated advertisements on the
consumer buying behavior-A case study of Ruff 'n' Tumble clothing company..........................46
5.3 Implications for further research................................................................................................47
References...........................................................................................................................................49
Appendix.............................................................................................................................................58
3.12 Close ended interview questions..............................................................................................58
RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n' Tumble clothing
company..........................................................................................................................................58
RO2: To understand the way of utilizing the online animated advertisements in E-marketing
strategy-A case study of Ruff 'n' Tumble clothing company............................................................59
RO3: To analyze the impact of E-marketing and online animated advertisements on the consumer
buying behavior-A case study of Ruff 'n' Tumble clothing company..............................................60
Table 1: gender.........................................................................................................................34
Table 2: age-group...................................................................................................................35
Table 3: experience..................................................................................................................36
Table 4: Internet marketing facilitates the organization to make relations with consumers....37
Table 5: Online advertising and web marketing is used to deliver the promotional marketing
message....................................................................................................................................38
Table 6: businesses influenced by the search engine optimization..........................................40
Table 7: Marketing through social media facilitates for two way communication..................41
Table 8: e marketing and animated advertising influence the consumer buying decision.......42
Table 9: Animation bring the authority of creativity and imagination in the marketing of
organizational products and services.......................................................................................43
Table 10: Business to business method is an effective way to utilizing the online animated
advertisements in e-marketing.................................................................................................45
Table 11: Online animated advertisements in e-marketing method.........................................46
Table 12: Email method could be more effective than the website animation to use the
animated advertising................................................................................................................48
Table 13: 3D animation, e-cards, whiteboard animation, and animation gifs could be best way
to utilizing the online animated advertising.............................................................................49
Table 14: Advertisement takes the accountability to pass the commercial message among
customers..................................................................................................................................51
Table 15: Advertisement is a sort of persuasive and communicative marketing practices.....52
Table 16: Method to influence consumer buying behaviour...................................................53
Table 17: Marketing and animated advertising influence the consumer purchasing behaviour
..................................................................................................................................................55
Chart 1: gender.........................................................................................................................35
Chart 2: age-group....................................................................................................................36
Chart 3: experience..................................................................................................................37
Chart 4: Internet marketing facilitates the organization to make relations with consumers....38
Chart 5: Online advertising and web marketing is used to deliver the promotional marketing
message....................................................................................................................................40
Chart 6: businesses influenced by the search engine optimization..........................................41
Chart 7: Marketing through social media facilitates for two way communication..................42
Chart 8: e marketing and animated advertising influence the consumer buying decision.......43
Chart 9: Animation bring the authority of creativity and imagination in the marketing of
organizational products and services.......................................................................................45
Chart 10: Business to business method is an effective way to utilizing the online animated
advertisements in e-marketing.................................................................................................46
message....................................................................................................................................38
Table 6: businesses influenced by the search engine optimization..........................................40
Table 7: Marketing through social media facilitates for two way communication..................41
Table 8: e marketing and animated advertising influence the consumer buying decision.......42
Table 9: Animation bring the authority of creativity and imagination in the marketing of
organizational products and services.......................................................................................43
Table 10: Business to business method is an effective way to utilizing the online animated
advertisements in e-marketing.................................................................................................45
Table 11: Online animated advertisements in e-marketing method.........................................46
Table 12: Email method could be more effective than the website animation to use the
animated advertising................................................................................................................48
Table 13: 3D animation, e-cards, whiteboard animation, and animation gifs could be best way
to utilizing the online animated advertising.............................................................................49
Table 14: Advertisement takes the accountability to pass the commercial message among
customers..................................................................................................................................51
Table 15: Advertisement is a sort of persuasive and communicative marketing practices.....52
Table 16: Method to influence consumer buying behaviour...................................................53
Table 17: Marketing and animated advertising influence the consumer purchasing behaviour
..................................................................................................................................................55
Chart 1: gender.........................................................................................................................35
Chart 2: age-group....................................................................................................................36
Chart 3: experience..................................................................................................................37
Chart 4: Internet marketing facilitates the organization to make relations with consumers....38
Chart 5: Online advertising and web marketing is used to deliver the promotional marketing
message....................................................................................................................................40
Chart 6: businesses influenced by the search engine optimization..........................................41
Chart 7: Marketing through social media facilitates for two way communication..................42
Chart 8: e marketing and animated advertising influence the consumer buying decision.......43
Chart 9: Animation bring the authority of creativity and imagination in the marketing of
organizational products and services.......................................................................................45
Chart 10: Business to business method is an effective way to utilizing the online animated
advertisements in e-marketing.................................................................................................46
Chart 11: Online animated advertisements in e-marketing method.........................................48
Chart 12: Email method could be more effective than the website animation to use the
animated advertising................................................................................................................49
Chart 13: 3D animation, e-cards, whiteboard animation, and animation gifs could be best way
to utilizing the online animated advertising.............................................................................50
Chart 14: Advertisement takes the accountability to pass the commercial message among
customers..................................................................................................................................52
Chart 15: Advertisement is a sort of persuasive and communicative marketing practices......53
Chart 16: Method to influence consumer buying behaviour....................................................55
Chart 17: Marketing and animated advertising influence the consumer purchasing behaviour
..................................................................................................................................................56
Chart 12: Email method could be more effective than the website animation to use the
animated advertising................................................................................................................49
Chart 13: 3D animation, e-cards, whiteboard animation, and animation gifs could be best way
to utilizing the online animated advertising.............................................................................50
Chart 14: Advertisement takes the accountability to pass the commercial message among
customers..................................................................................................................................52
Chart 15: Advertisement is a sort of persuasive and communicative marketing practices......53
Chart 16: Method to influence consumer buying behaviour....................................................55
Chart 17: Marketing and animated advertising influence the consumer purchasing behaviour
..................................................................................................................................................56
Chapter 1: Introduction
The introduction chapter enables to gain understanding about many factors like research
topic, research background, organization background, problem statement, and research
purpose. Other factors are research questions, research significance, and dissertation
structure. This section is imperative for the research scholar to gain their understanding
towards each component of research that will be effective to successfully meet the specified
aim.
1.1 Research topic
The Influence into the effects of E-marketing and Online Animated Advertising on buying
behavior of the consumer-A case study of Ruff 'n' Tumble Clothing Company.
1.2 Research background
E-marketing and animated advertising is the form of marketing as it is used to promote some
marketing posts among consumers (Craig, et al., 2015). E-marketing is a modern
communication technology that is used by the Ruff 'n' Tumble clothing company by applying
the marketing principles (Lim, 2015). In addition, it is also analyzed that the e-marketing is
an application of marketing principles, marketing tools by using the internet or internet media
(Caruana, et al., 2016). In the current scenario, e-marketing is practiced for publishing the
brand in the marketplace by considering online media (Bilgihan, 2016). In addition, it is also
analyzed e-marketing supports Ruff 'n' Tumble clothing company to collect the direct as well
as indirect responses of the consumers towards their products and services. Through this
study, the reader will be capable of capable to gain their understanding towards the concept
of E-marketing as well as animated advertising (Kaur and Singh, 2017).
For sustaining the position in the marketplace, Ruff 'n' Tumble clothing company execute the
e-marketing and animated marketing strategy in their business process to influence the
consumer buying behavior.
1.3 Research purpose
The main aim of this research paper is to study the impact of E-marketing and Online
Animated Advertising strategy for influencing consumer buying behavior- a case study of
Ruff 'n' Tumble clothing company. E-Marketing is basically a product that comes in between
the modern technologies of communication and old marketing principles that were previously
applied by humans, whereas, animated videos are mostly engaging instruments that help to
say the story comprehensively.
The objectives of this research proposal are as follows:
The introduction chapter enables to gain understanding about many factors like research
topic, research background, organization background, problem statement, and research
purpose. Other factors are research questions, research significance, and dissertation
structure. This section is imperative for the research scholar to gain their understanding
towards each component of research that will be effective to successfully meet the specified
aim.
1.1 Research topic
The Influence into the effects of E-marketing and Online Animated Advertising on buying
behavior of the consumer-A case study of Ruff 'n' Tumble Clothing Company.
1.2 Research background
E-marketing and animated advertising is the form of marketing as it is used to promote some
marketing posts among consumers (Craig, et al., 2015). E-marketing is a modern
communication technology that is used by the Ruff 'n' Tumble clothing company by applying
the marketing principles (Lim, 2015). In addition, it is also analyzed that the e-marketing is
an application of marketing principles, marketing tools by using the internet or internet media
(Caruana, et al., 2016). In the current scenario, e-marketing is practiced for publishing the
brand in the marketplace by considering online media (Bilgihan, 2016). In addition, it is also
analyzed e-marketing supports Ruff 'n' Tumble clothing company to collect the direct as well
as indirect responses of the consumers towards their products and services. Through this
study, the reader will be capable of capable to gain their understanding towards the concept
of E-marketing as well as animated advertising (Kaur and Singh, 2017).
For sustaining the position in the marketplace, Ruff 'n' Tumble clothing company execute the
e-marketing and animated marketing strategy in their business process to influence the
consumer buying behavior.
1.3 Research purpose
The main aim of this research paper is to study the impact of E-marketing and Online
Animated Advertising strategy for influencing consumer buying behavior- a case study of
Ruff 'n' Tumble clothing company. E-Marketing is basically a product that comes in between
the modern technologies of communication and old marketing principles that were previously
applied by humans, whereas, animated videos are mostly engaging instruments that help to
say the story comprehensively.
The objectives of this research proposal are as follows:
To understand the concept of E-Marketing strategy in the context of Ruff 'n' Tumble
clothing company.
To understand the way of utilizing online animated advertisements in E-marketing
strategy for Ruff 'n' Tumble clothing company.
To analyze the impact of E-marketing and online animated advertisements on the
consumer buying behavior for Ruff 'n' Tumble clothing company.
1.4 Research question
What is the meaning and concept of the -marketing?
What are the ways of using online animated advertisements in E-marketing?
How the E-marketing strategy and online animated advertisements are affecting
the consumer buying behaviors?
1.5 Research Significance
This investigation critically evaluates the role of E-marketing and Online Animated
Advertising in influence consumer buying behavior of Ruff 'n' Tumble clothing company.
This research critically evaluates conceptual knowledge towards the impact of E-marketing
and online animated advertisements on the consumer buying behavior (de Villiers, 2015). It
is significant for the Ruff 'n' Tumble clothing company to gain their awareness towards e-
marketing and online animated advertisements for influencing the consumer buying behavior
(Mashahadi and Mohayidin, 2015).
Further, it is also analyzed that e-marketing could facilitate the company to enhance
awareness towards products and service. It could support to gain the productivity of the
organization (Bressolles, et al., 2015). In addition, it is also found that Ruff 'n' Tumble
clothing company could address ways of implementing the online animated advertisements to
enhance awareness towards the products and services of the company (Chen and Lu, 2015).
An effective understanding of e-marketing and animated advertisements support to obtain
higher competitive benefits by influence a huge amount of consumers (Turban, King, Lee,
Liang, and Turban, 2015). This report supports to complete professional aim of the study.
The huge amount of data is accessible with respect to the current research matter as it could
be effective for accomplishing the specified aim and objectives of the research (Ratnam,
2015). The major benefit of this research is that it suggests many sources that could be used
by the organization at the time of executing the animated advertisements and online e-
marketing in the business process for influencing their specified consumers.
clothing company.
To understand the way of utilizing online animated advertisements in E-marketing
strategy for Ruff 'n' Tumble clothing company.
To analyze the impact of E-marketing and online animated advertisements on the
consumer buying behavior for Ruff 'n' Tumble clothing company.
1.4 Research question
What is the meaning and concept of the -marketing?
What are the ways of using online animated advertisements in E-marketing?
How the E-marketing strategy and online animated advertisements are affecting
the consumer buying behaviors?
1.5 Research Significance
This investigation critically evaluates the role of E-marketing and Online Animated
Advertising in influence consumer buying behavior of Ruff 'n' Tumble clothing company.
This research critically evaluates conceptual knowledge towards the impact of E-marketing
and online animated advertisements on the consumer buying behavior (de Villiers, 2015). It
is significant for the Ruff 'n' Tumble clothing company to gain their awareness towards e-
marketing and online animated advertisements for influencing the consumer buying behavior
(Mashahadi and Mohayidin, 2015).
Further, it is also analyzed that e-marketing could facilitate the company to enhance
awareness towards products and service. It could support to gain the productivity of the
organization (Bressolles, et al., 2015). In addition, it is also found that Ruff 'n' Tumble
clothing company could address ways of implementing the online animated advertisements to
enhance awareness towards the products and services of the company (Chen and Lu, 2015).
An effective understanding of e-marketing and animated advertisements support to obtain
higher competitive benefits by influence a huge amount of consumers (Turban, King, Lee,
Liang, and Turban, 2015). This report supports to complete professional aim of the study.
The huge amount of data is accessible with respect to the current research matter as it could
be effective for accomplishing the specified aim and objectives of the research (Ratnam,
2015). The major benefit of this research is that it suggests many sources that could be used
by the organization at the time of executing the animated advertisements and online e-
marketing in the business process for influencing their specified consumers.
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