The Influence of E-marketing and Online Animated Advertising on Consumer Buying Behavior: A Case Study of Ruff 'n' Tumble Clothing Company

This research paper analyzes the impact of E-marketing and Online Animated Advertising on consumer buying behavior, with a case study of Ruff 'n' Tumble Clothing Company. It discusses the concept of E-Marketing strategy, sources of online and animated marketing, and the role of E-marketing and online animated advertisements in influencing consumer buying behavior.

Project Dissertation
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

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

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

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

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

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:

 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.

1.6 Dissertation structure
In the research study, the dissertation structure is an effective tool to outline each section and
briefly understood content that will be considered to conduct any research. The dissertation
structure of this study is discussed as below:
Introduction
The initial section of the dissertation enables to gain knowledge towards many components
such as the background of research, problem statement, research purpose, research
significance, research questions, and dissertation structure (Darrat, Darrat, and Amyx, 2016).
These factors could support the researcher to systematically conduct their research (Parvinen,
Oinas-Kukkonen, Kaptein, 2015). This chapter also discusses background of Ruff 'n' Tumble
clothing company as it could be supportive for the researcher to understand the issues of firm
(Pettersson, Weeks, Wilson, and Nicol, 2016).
Literature Review
The literature review section supports research scholar to critically evaluate research matter
and get accurate data towards specified research concern (Hinsley, et al., 2015). This section
critically evaluates concepts, theories, and models that will be used in the accomplishment of
the research concern (Roy, et al., 2017). There are certain sources that could be effective for
collecting appropriate information towards research matter such as journals, books, and
articles (Zhao and Zhong, 2015). It is also imperative for the research concern to identify the
gap and makes a solution by considering the primary data collection method (Legohérel, et
al., 2015).
Research Methodology
The research methodology chapter aids the research scholar to enhance their knowledge
about many tools, which will enable to attain specified research purpose (Chung, et al.,
2017). Furthermore, there are different tools that are included in the research such as research
approach, research philosophies, research strategies, sampling method, data collection
method, data analysis technique, sampling method, research limitation, and ethical
consideration (Berraies, et al., 2015). It could be effective for increasing the consistency and
rationality of research result. Furthermore, the research techniques could support the research
scholar to meet research purpose (Chaffey, 2015).
Data Analysis and Findings
This chapter enables research scholar to evaluate gathered information and get a reliable
result. It facilitates the research scholar to segregate collected information and evaluates them
for research objectives (Gaikwad, 2016). It assists the research scholar in directing an

effective data analysis tool. In this, research scholar will be capable to presents the data to
collect the reliable result (Malhotra, 2015).
Conclusion and Recommendation
Conclusion and recommendation is the last chapter that assists the research scholar to
conclude the whole study on the basis of findings. It makes a connection objective and aim of
the study to get reliable and valid research result (Nagadeepa, et al., 2015). It demonstrates
approaches as it could be imperative for the attainment of research objectives. This section is
effective to determine the practical impact for conducting the research (Pelet, et al., 2017).

Chapter 2: Literature review
Introduction
This section enhances understanding with respect to the Influence into the effects of E-
marketing and Online Animated Advertising on the buying behavior of the consumer. It also
supports to increase knowledge towards the way of utilizing the online animated
advertisements in E-marketing strategy. The researcher will also be capable to understand the
impact of E-marketing and online animated advertisements on the consumer buying behavior.
2.1 To understand the concept of E-Marketing strategy- A case study of Ruff 'n'
Tumble clothing company
According to Nair, (2015) e-marketing is significant because it aligns with the method
customers make buying decision. It is also stated that a large number of consumers use the
social network and collect the information towards any products and services before making
a final purchasing decision. It is also addressed that internet marketing facilitates the
organization to make relations with consumers by increasing awareness of products and
services among consumers (Toufaily and Pons, 2017). Moreover, it is also analyzed that e-
marketing and promotion methods have dramatically changed because the consumer has
modified the method they investigate and workshop for goods and services (Hasan, 2016).
Casprini and Di Minin, (2015) argued that the organization uses the internet to enhance the
possibilities of success by making an online occurrence by e-marketing and online marketing.
E-marketing in the business world is imperative for the businessman and small business
possessors for increasing their firm growth. Moreover, it is also stated that online advertising
and web marketing is used to deliver the promotional marketing message to their customers.
It is also addressed that consumer practice online advertising as an undesirable distraction
with few advantages and have progressively turned to block advertising for various causes.
There are different methods that are considered to influence the behavior of consumers like
search engine marketing (SEM), email marketing, display advertising, mobile advertising,
and social media marketing (Fromm, et al., 2015).
In support of this, Balmer and Yen, (2017) examined that the online method offers a
significant method for making the relationships with consumers and enhancing the level of
consumers retention. If a consumer has bought a good and services from the company
websites then the organization should make an effective relationship with their consumers by
sending a follow-up email to approve the transaction and express thanks to them. In addition,
it is also stated that email consumers regularly with personalized and special offers enables to

keep the relationship. An organization could also build community wisdom (Okon, et al.,
2016).
In contrast to this, Chanthinok et al. (2015) explained that e-marketing facilitates organization
to have benefits of growing the significance of social media. Moreover, Ruff 'n' Tumble
clothing company could concentrate on those consumers who believe in the products and
services of the company caused by attracting others in the least time and cost. The
organization can take benefit of this kind of influence by entailing the e-marketing and
animated advertising in the marketing strategy. In addition, it is also stated that the
organization could use internet marketing as it facilitates an organization to promote their
products and services around the clock without extra pay to their staff. Moreover, it is stated
that organization could offer their products and share by using the internet among their
consumers as it would be convenient for the consumers to get the information towards their
desired products and services without spending their time and cost.
On the other side, Anojan and Subaskaran, (2015) explained that the customers turn to the
internet to address the information about the product that they want to consume. The
consumer could compare the products and services with other companies before taking the
purchasing decision. Furthermore, the company uses a search engine optimized (SEO)
technique as it is also part of the e-marketing as it enables them to identify the consumers
who are interested in their products and services. The search engine ranking is beneficial for
both B2B and B2C consumers. The online marketing is also used for online business as it
could be effective for increasing the growth of the company. There are certain assets that
could be used by the consumers to enhance the consumer traffic like smartphones and
mobile-optimized web.
Zourikalatehsamad et al. (2015) argued that an organization website is the central factor of e-
marketing. Small and larger business set an effective reputation in their areas by making
useful websites. There are some factors that are significant for effective features like about
us, product and services description, organization news, contact details, and location of the
organization. In addition, the organization uses the blog to attract new consumer and retain
their existing consumers in the least time.
In support of this, Yee and Yazdanifard (2015) stated that e-marketing is an effective
technique for the business as it leads to higher profit in the least time. Ruff 'n' Tumble
clothing company could create the company sites to enhance the awareness of the brand in
the limited time period. Moreover, it is also addressed that inbound website traffic offers

valuable information about the target market and offer the opportunities to gather email
address to enhance the sales of the organization. In addition, it is addressed that inbound
marketing tools consider many things like offer coupon, newsletter, free report, and email to
contact with their potential consumers.
In contrast to this, Rancati et al. (2016) examined that relationship building is an effective
marketing approach to establish a long-term relationship between customers and business.
Moreover, the e-marketing could be possible by social media as it facilitates to on-going two-
way communication. There are certain sources that are considered in the business promotion
like YouTube, Facebook, Pinterest, Twitter, and LinkedIn. They could also be effective for
making an effective relationship and enhance brand image in the least time.
Akrimi, (2016) stated that social media facilitates business to found issues of consumers
regarding products and services of the company as it offers an opportunity to make an
effective relationship with consumers by satisfying their needs. Through e-marketing, an Ruff
'n' Tumble clothing company could also share the products and services related images and
stories to attract consumers into purchasing their goods and services. Big businesses could
consider-marketing and relationship building tool to attract the consumers.
Liberato et al., (2017) argued that animated advertising is dominated trend in digital
marketing as it is going viral on the social technique platforms. The animated technique could
support to make creative marketers as it will start investigating with methods to grab the
attention. In addition, it is also addressed that the animated advertising becomes popular after
2000 and it influences a huge amount of the consumers to purchase products and services.
The online video has the power to grab courtesy to tell the whole story rather than using still
images. In addition, it is also stated that GIFs is an effective way to grab the attention of
consumers in less time.
In support of this, Yao, (2016) stated that organization implies GIFs to simply mesmerize
their consumers with simplicity and elegance about the products and services as it could be
possible by the image. It is essential for the marketers to emotionally connect their marketer
with their company products by using animated advertising. An emotional memo could
inspire the people with harmony and humor. The emotional connection could connect the
consumer to the firm. It is also analyzed that organization implies animation in social media
sites and attract consumers towards products and services. The organization could use
attractive pop up to easily inspire the consumers toward the brand.

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
Saad and Abida, (2016) argued that animation brings an authority of creativity and
imagination in the marketing of organizational products and services. It gives the authority to
present almost any goods and services for clients. The gesture and color of animation are
used to pull the attention, describe immediately, and exhibits the products and services in a
different way. It is a significant marketing technique that accurately tailored the target
demographics.
In support of this, DigoutSalloum et al. (2017) stated that B2B is an effective way of utilizing
the online animated advertisements in E-marketing. Ruff 'n' Tumble clothing company can
practice animation in boardroom presentation in order to get the point promptly. It is also
beneficial to make feel respect to customers. Ruff 'n' Tumble clothing company should not
waste their time to bringing the real products and setting up the animated 3D presentation. It
also demonstrates the benefit of product promptly, which aid to increase the sales of the
company. It can display things but cannot consider the words as well as conventional
photography like the interior working of a system, human body, and mind. The company can
also focus on the complicated procedure and system along with demonstrates what an
incomplete project or product will look like when it will accomplish.
According to Zakaria (2016) e-mail is another way of utilizing the online animated
advertisements in E-marketing strategy. Ruff 'n' Tumble clothing company can use animation
effectively in e-mail marketing. The animation in a marketing email can promptly draw the
attention of significant marketing message. It also develops efficient utilization of limited
space by demonstrating the products and services rather than discussing it. The animation in
email marketing can be complex if it would not be compatible with the device of the client
along with this if files are so big. Furthermore, sometimes, animation in email cannot be
downloaded promptly.
In contrast to this, Kigunda, (2017) evaluated that television is another way of using
animation in e-marketing strategy. Animation has been used in television marketing for long
periods. However, current innovation like 3D promises has transformed the industry. In 3D
television, animation can make the product and services impressive as theme park ride.
Special effect can be seen in developing the products and services. Along with, the message
should seem to fly via the air and look so real along with this, should seem possible to touch.
The animation in e-marketing is still limited in terms of choosing the appropriate channel.

Papaioannou et al. (2016) argued that website animation is an appropriate way in e-marketing
strategy. There are certain websites that use interactive animation related to computer games
in detail with superiority. The company can include the fun features like a clickable door
leads to another room in the house and bobbing face the in-house window and invite surfers
to spend time in order to discover the site for a surprise. The company can attract customers
more likely to purchase the product. Animation can also demonstrate the special effects on
sites but, it could be costly to make a live action like the selection of location. Caricature
drawings are funnier as compared to live action video and when it is used appropriately then,
it makes the product more appealing and memorable.
In favored to this, Cassidy et al. (2015) evaluated that motion graphic is a significant way of
interacting with the audience on a visual level. By using the colorful diagram and graphics,
the company can generate the misconception of motion in any video and make the video
more electrifying. The high-quality graphic may enable the company to summarise the data
into a concise format. The company can share the data with the audience without boring them
to sleep. For instance, No food wasted campaign is used to solve the difficult environmental
concern in a motion graphic video format whereas amusing and educating at the same time. If
a company has a high budget and platform to provide the quality stock motion graphics then,
it could be compatible with popular editing software.
According to Baker, (2014), 3D animation videos permit the company to express the state of
art animation and draw vision into the 3D world. It is a good idea in order to contact an
animation studio in case of lack of resources in-house. There are a large number of people
who use to see the 3D animations from a massive corporation like Pixar hence, the
implementation of 3D animation seems inspiring. The Ruff 'n' Tumble clothing company can
send the effective message through animation in order to get the competitive advantages. The
3D animation and animated TV channels aids to influence the customers.
On the other hand, Kotler et al. (2015) stated that e-card is another way of using the
animation in e-marketing strategy. It is a great manner to engage the customers in the period
of holidays. Animated e-cards are entertaining and can transport some color and funniness to
the receiver and reinforce them to improve brand image. For example, cogs agency uses
business e-card as well as a Christmas e-card from PNC for motivation.
According to Luschand Vargo, (2014) company can use the whiteboard animation in order to
illustrate the products and services on a budget. However, there is no better strategy as
compared to whiteboard animation. A whiteboard animation with a voice can create a story
with drawn animation. The whiteboard animation concept maintains the presentation logical

and easy to use. For instance, Ruff 'n' Tumble clothing company use the animation in order to
manage the technology in a comprehensible way as well as it uses animation in accounting to
make sound interesting to this area.
In favor of this, Brinkmann, (2014) assessed that animations become a viral phenomenon in
the existing year. It is also a significant way to include the touch of humor in internet
marketing strategy. Ruff 'n' Tumble clothing company can use the GOFs in order to enhance
the brand message. But, Ruff 'n' Tumble clothing company needs to focus on their own GIFs
via using different platforms such as Giphy and personalize recognized GIFs in the context of
their business. The key thing regarding GIFs is that they are short as well as snappy. Starbuck
performs a good job in launching the new product by creating the branded GIFs.
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
According to Choy, (2014) advertisement is generated for targeting the audience. It is not an
only a key medium to buy and sell but also collect the information regarding the trends of the
globe. Advertisement takes the accountability to pass the commercial message among
customers. Along with this, the advertisement is a key type of communication which offers
logical and relevant facts to the audience in order to act promptly and use it during the
purchase. The advertisement is a sort of persuasive and communicative marketing practices
that are intended to influence the customers, influence attitude, perception, and behavior with
regards to the product being advertised.
In support of this, Flick, (2015) stated that there are several sources which use animated ads
regarding the product’s features for the communication but, television is still used as a
primary source. It is evaluated that the animated ads can be used to get quick better
advertisement effects and has better retention as well as recall capabilities. The animation is a
commercial activity that uses completely series of illustration like no real situation.
Animation has the competency to show everything such as animal dancing, people flying as
well as objects dancing.
As per the view of Mackey and Gass, (2015) advertiser can use the animated strategy because
there is a need for comparatively low cost and depth rational pool. Animation and television
are linked to starting and through animation as the company can illustrate the product features
as well as generates real situation regarding the products. The common character in the
animated advertisement is the non-celebrity and male character. Animated characters are used
to correlate the product of adult characters. Furthermore, animated advertisements are eye-
catching as well as considering grasping. Animated spokescharacter is a strategic technique

that is used to convey the message. The success of any message is relied on different
elements such as familiarity, and similarity and likability.
In contrast to this, Panneerselvam, (2014) evaluated that animation incorporates under the
new creative advertising trend in the current entertainment industry. As a character-based
organization, animation can grow the design of advertisement by implementing the content of
digital mode in different media like television, internet, mobile and phone technology.
However, there is certain investigation has been conducted on the animated advertisement. In
the current scenario, the animated advertisement is used by the spokesperson to identify
whether or not they are more effective to build the consumer awareness regarding the
products and services.
In the view of Tarone et al. (2013) there is a certain investigation, which recommends that
animated commercial can effectively offer visual representation and also presents verbal
testimonies for a wide category of products. On the other hand, studies on motion emphasize
on the association amid size, speed, and emotional response and explore an animated object
on the internet.
In favor of this, Taylor et al. (2015) evaluated that the classical conditioning paradigm has
been implemented in the field of consumer behavior. There are several researchers that
include the implication of consumer behavior and adopted it as a procedure with regards to
advertising. Classical conditioning recommends that favorable attitude with regards to
advertised products may develop via product association in a commercial way with other
favorable stimuli.
According to Silverman, (2016) one key benefit of practicing the animation in advertising
shows the competency of animators to make the atmosphere and globe that could not be
reproduced as well as accessed by a live-action camera crew. These artificial atmospheres can
be practiced to stimulate the imagination and desire. It also creates an effective way of
possibility to buy the superior product. Coco-pops is advertised through a range of jungle
character that occupies a great way of imagination and fun. It also appeals to young children.
Animation can be the relatively inexpensive procedure. This way is quicker and cheaper as
compared to the traditional method. It employs jagged as well as rough styling that can be
hired from German expressionism. The theory uses limited animation to show high effects.
By focusing on some details, advertisers can improve the quality of products among
customers.
In opposed to this, Cassidy et al. (2015) evaluated that internet is an effective marketing
technique in current marketing scenario. E-marketing is a fast growing area for a marketing

company. Due to global marketing change, internet plays a vital role in it. Through the
investigation, it is found that the e-marketing effects can increase the sales of the company
tremendously. There are large numbers of corporations, which trades and supplies the good
from one nation to another. The consumer response has changed towards buying goods and
services due to E-marketing tools. By using the e-marketing, the products of one nation can
easily be transferred to another nation. With the help of e-marketing, every nation is getting
some benefits and products from other host nations.
In support of this, Rotich and Mukhongo (2015) stated that the company should learn the
ethics, beliefs, values, religion, tradition, and norms to understand the behavior of online
consumers. There are several nations that follow the host norms and beliefs in order to trade
their products in that nation. In this way, cross-culture understanding is required for a
corporation. In the current scenario, both developing and developed nations are equally
utilizing the e-marketing. It demonstrates that there is a favorable association between
consumer purchasing behavior and e-marketing.

Chapter 3: Research Methodology
Introduction
This section of research enables the researcher to understand different techniques,
approaches, strategies, and technique to conduct their study and obtain a positive response.
This section is an effective tool for the investigator with respect to gather information from
different research candidates and sources to attain the objectives of this investigation.
3.1 Research Philosophy
For this study, research philosophy creates awareness towards the current research matter. In
addition, it is also found that selection of reliable research philosophy assists the research
scholar to determine methods of data collection, evaluating, and the application of research
procedure (Elg and Hultman, 2016). On behalf of the research topic, research philosophy is
categorized into three types like positivism, realism, and interpretivism research philosophy
(Kim, 2017). The positivism philosophy refers to realistic information as it is relied on
measurements and observation, which facilitates investigators to discover feasible
information on behalf of statistical tool and techniques (Prashar, Parsad, and Vijay, 2015).
On the other side, realism philosophy supports to collect beliefs and reality as it exists. In
addition, the interpretivism philosophy enables the research scholar to make in-depth
knowledge with respect to the research matter by gathering perception and views of research
candidates (Sboui, 2015).
For conducting this study, the interpretivist philosophy is practiced, because by considering
this philosophy, research scholar facilitated to determine perception and views of the research
candidates. It supported to make reliable conclusion associated with respect to the impact of
online marketing and animated marketing in influencing the consumer buying behaviour of
Ruff ‘n’ Tumble clothing company . In contrast to this, positivism and realism research
philosophy is not used by the researcher caused of subjective nature of the research.
3.2 Research Approach
In this research study, the appropriate selection of this research approach is effective with
respect to examining the selected research methods and design (Durrani, et al., 2015). From
this, research scholar facilitates the researcher to signify the data in the systemic method
(Turban, et al., 2015). There are certain types of research approaches that are considered in
the study such as deductive and inductive research approach (Bhowmik and Bag, 2017). It
enables the researcher scholar to determine the implementation of specific data collection
method for schemes (Bong, 2016). Further, the deductive strategy enables to make hypothesis
that is associated with collected data. This method enables to accept and reject the research

hypothesis as per required data (Ghosh, 2016).The inductive approach demonstrates
flexibility as there is no need to create a hypothesis regarding research matter (Sam and
Chatwin, 2015).
In this research, an inductive approach is practiced as compared to the deductive strategy,
because this strategy facilitated the research scholar to collect the non-numerical information
with respect to the current research matter (Basha, et al., 2015). By using this philosophy,
research scholar is capable to increase the validity and reliability of their research result. With
the support of this strategy, research scholar could be capable to develop feasible conclusion
with respect to the impact of e-marketing and online Animated Advertising on consumer
buying behavior of Ruff 'n' Tumble clothing company (Azizah, 2016).
3.3Research design
The research strategy enables the researcher to attain the aim and objectives of the research
matter (SolankiSandip and ShethBhagyashree, 2016). In this research study, the qualitative
and quantitative research design is involved to attain the research aim and objectives
effectively (Bellini, et al., 2016). For this study, the researcher has considered both the data
collection technique such as quantitative and qualitative research design. The mixed research
methods support researcher to remove the disadvantages of both techniques and obtain a
valid and reliable result (Sheu, et al., 2017). Furthermore, a qualitative research approach will
aid the researcher to obtain non-numeric data with respect to the current concern (Pappas,
2016). In addition, a quantitative research approach aids research approach to get conceptual
data with respect to the Influence into the effects of E-marketing and Online Animated
Advertising on the buying behavior of the consumer-a case study of Ruff 'n' Tumble clothing
company.
3.4 Research types
There are certain kinds of investigation that effectively support researcher scholar to identify
specific design of research plan (Harris, et al., 2016). In addition, it is also addressed that
there are certain kinds of research types like descriptive, exploratory, and explanatory
research design (Mollah, 2015).
Exploratory research design signifies initial study wherein research scholar accomplishes
aim and objectives of current research matter by considering the developed hypothesis
(Mihaela, 2015). Apart from this, a descriptive research design enables the researcher to
obtain in-depth data towards the research matter by discussing the phenomena (Solomon, et
al., 2017).

In this research study, the researcher uses descriptive research design to conduct their study
and obtain valid research outcome (Hand and Riley, 2016). Through this method, the
researcher has capable to determine the relationship between E-marketing and Online
Animated Advertising and consumer buying behavior (Devedi, et al., 2017). Apart from this,
the application of descriptive research design enables the researcher to gain their knowledge
about the role of marketing and online animated advertising on the consumer buying behavior
(Altintzoglou, et al., 2016). This research design also supported to the research scholar to
collect views and perception of the research scholar with respect to attainment of the research
purpose (Lenka and Vandana, 2015). In addition, it is also stated that the causal research
design is not practiced by the researcher caused of subjective research nature (Phan and Vu,
2015).
3.5 Research Strategy
For this research, research strategy is one of the significant components that enable research
scholar to discover research concern by answering the research questions in a reliable way
(Joshi and Rahman, 2015). Through this method, researchers gather the background data and
evaluate this information to generate a specific conclusion (Shaw, et al., 2016). With respect
to accomplish the specified objectives and aim, research scholar uses certain research
strategies like questionnaire, interview, case study, observation, literature review, experiment,
focused group, and survey (Horner and Swarbrooke, 2016).
For this investigation, interview and survey research approaches are practiced by the research
scholar. Because these approaches facilitate the investigator to get an adequate amount of
data and associated with e-marketing and animated advertising practices for influencing the
consumer behavior (Suki, 2016). The survey strategy enables research scholar to obtain
feasible information in the least time and cost as it increased the validity and reliability of
research outcome (Shaouf, et al., 2016). Apart from this, the application of interview
approach supported research scholar to collect opinion and view of the research participants
towards the research matter. It supported in building the research outcome (Afzal and Khan,
2015).
3.6 Data Collection Method
For this research, data collection consists of gathering the information of the data in an
appropriate way by considering many sources to attain the objectives of the research
(Javornik, 2016). Moreover, the feasible data collection facilitates the researcher to create the
knowledge towards research concern as it could be effective to make the conclusion that is
associated with the research matter (Biswas and Roy, (2015). Primary and secondary data

collection methods are considered as the data collection method. For this, the primary data
collection method enables the research scholar to collect the fresh information towards the
research matter (Wong, et al., 2015). For gathering the primary information, research scholar
implement questionnaire, action research, case study, and group discussion (Gudonavičienė
andAlijošienė, 2015).
Apart from this, the secondary data is information as it could be collated by the research
scholar and agencies to accomplish their requirements. The secondary information could be
published information as it could be accessible by which the research scholar to accomplish
the objectives of the current research concern. Further, the secondary data collection method
considers many sources like articles, books, websites, newspapers, magazines, and a
government report (Afzal and Khan, 2015).
For this research study, the researcher has selected both data collection method to gather
feasible information towards research concern like primary and secondary data collection
method. The primary data collection method is an effective technique of forgetting fresh
information about research matter. The primary data collection sources enable the company
to make direct interaction with the selected consumer for collecting their views and opinions
regarding the impact of the influence into the effects of E-marketing and Online Animated
Advertising on buying behavior of the consumer. For gathering the primary data, the
researcher has selected survey through questionnaire and interview method to collect
information about research matter. These techniques supported the research scalar to obtain
the views of research candidates with respect to the Influence into the effects of E-marketing
and Online Animated Advertising on the buying behavior of the consumer-a case study of
Ruff 'n' Tumble clothing company.
3.7 Sampling Method
The sampling method is used to select suitable candidates for conducting this research study
with respect to the response on this research questions for completing the study (Khan, et al.,
2015). In this research, two kinds of sampling methods are considered to select the research
participants like probability and non-probability sampling method as it enables to get a
feasible observation from the different population (Badgaiyan and Verma, 2015). The
probability sampling is used to randomly select participants for conducting their research and
obtain feasible information towards the research matter. The probability sampling method
enables the researcher to provide an equal chance to the researcher for choosing research
participants. Apart from this, the non-probability sampling technique is a technique that

enables the researcher to select their research participants on the behalf of age, gender, sex,
education, area, and experience (Zekiri and HASANI, 2015).
For this investigation, the researcher has selected a probability sampling method as compared
to the non-probability sampling method to conduct their research. It is because the
researchers want to obtain reliable outcome without any biases that could only be possible by
the probability sampling method. In this study, 70 consumers have selected by the researcher
to conduct their study and collect their opinion and views with respect to the effects of E-
marketing and Online Animated Advertising on the buying behavior of the consumer-a case
of Ruff 'n' Tumble clothing company. Apart from this, a non-probability sampling method
enables the researcher to choose participants for conducting the interview on the behalf of
experience, knowledge, and skills. Thus, it can be said that the probability sampling method
could be more appropriate as compared to the sampling method caused of the subjective
nature of the research.
3.8 Data Analysis Method
After gathering the information, it is significant to evaluate them, with respect to create the
valid and reliable result with respect to the research matter (Schütte and Ciarlante, 2016). In
this matter, there are different data analysis techniques like statistical analysis, conversational
analysis, disclosure analysis, and thematic/content analysis as it could be effective for making
a significant analysis of data (Ramya and Ali, 2016). With respect to evaluating gathered
information, a statistical data evaluation technique is practiced. In this, research scholar-
facilitated to demonstrate descriptive statistics of information considering cross tabulation,
correlation, and regression.
For this research study, the researchers used Ms-excel software demonstrates the information
in the tables and graphs to create better knowledge towards findings of the influence into the
Influence into the effects of E-marketing and Online Animated Advertising on the buying
behavior of the consumer- a case of Ruff 'n' Tumble clothing company.
3.9 Research Limitations
The research limitation could influence the upcoming result of the researcher. Moreover, the
researcher has considered many components like time, cost, and resources (Sangroya, Nayak,
2017). It is also evaluated that these components will directly impact on the research
outcome (East, et al., 2016). The lack of outcome could make bounded the researcher to
accomplish the aim and objectives of the research. It will negatively influence the research
quality. Moreover, it is addressed that the primary data collection method could be time-
consuming as compared to the other method (Akram, et al., 2016). Moreover, it is also

addressed that secondary data collection method could be costly as compared to the primary
data collection method, which would decline the quality of research outcome (Bellini,
Cardinali, Grandi, 2017). For mitigating these types of problems, a researcher could use the
e-mail method. In addition, it is also addressed that the researcher will directly converse with
research candidates and react on their query. Consequently, will be researcher will be capable
to make a favorable relationship with research candidates and accomplishment of the research
objectives (Maraz, et al., 2015).
3.10 Ethical Consideration
In the research, the concept of ethics is associated with the finishing of each activity of
research in a valid and reliable manner by fulfilling the participant's privacy and university
guidelines (Ozer and Gultekin, 2015). It helps the research scholar to choose the suitable
behavior with respect to the accomplishment of completing the study goal systematically. In
addition, it is also addressed that the researcher could face many ethical issues related to the
data fracturing, copyright act’s violation, and plagiarism (Poghosyan, 2015). These problems
are eliminated by the research scholar by giving the full credit to actual researchers and
authors of data. In this, the researcher has provided references and citation in each paragraph
as it enhances the authenticity of the research outcome (Thøgersen, et al., 2015). For avoiding
similarity to the report, the researchers practiced the easy language to interoperate the
gathered information. In addition, it is also addressed that the research scholar has taken an
appointment with the desired candidates for gathering primary information that is associated
with the research concern. In this, the researcher facilitated the researcher to collect the
reliable data from the research candidates in depth. It can help the research scholar to keep
the validity and reliability of the information in a systematic manner. Apart from this, the
investigator also informed to the strategies related to confidential information of participants
could not be disclosed during and after the completion of the investigation. It will support to
get a reliable outcome (Orji, et al., 2017).
3.11 Conclusion
On the basis of above discussion, it can be concluded that proper research methodology
determination empowered the research to attain the research aim and objectives in a
systematic manner. By evaluating the various methods like research approaches,
philosophies, designs, strategies, data analysis method in relation to the effects of E-
marketing and Online Animated Advertising on the buying behavior of the consumer. Apart
from this, through considering ethical problems, the research enabled to meet the aim and
objectives of research in an ethical manner.

Chapter 4: Data analysis
Introduction
The data analysis section is important for presenting the data by considering the chart, table,
and graphs. For evaluating the data, the statistical method is used as it supports to get the
feasible research with respect to the current research concern. From conducting a close-ended
interview, the researcher has selected 70 consumers who have used online sources. Through
this questionnaire, research scholar asked to the research questions associated with the
demographic factors and researcher objectives for accomplishment of the goal of research.
4.1 Demographic questions
In this questionnaire, the researcher asked the personal information about research
participants to establish a repo to them.
Table 1: gender
Gender
Male 35
Female 35
Chart 1: gender
50%50%
Gender
Male Female
From the above analysis of table and chart, it is stated that 35 out of 70 research candidates
are female and 35 out of 70 are male. It demonstrates that combinations of gender were
considered in this study with an equal number as it declines possibilities of partiality.
Table 2: age-group
Age-group
Under 22 8

23-27 years 25
28- 32 years 33
More than 32 years 4
Chart 2: age-group
Age-group
Under 22
23-27 years
28- 32 years
More than 32
years
0 5 10 15 20 25 30 35
Age-group
Age-group
With respect to the above table and chart, it is examined that the participants were selected It
is also stated that under the age group of 22 to more than 32 years for conducting this
research. For this study, 33 out of 70 respondents were selected from the age group of 28- 32
years as it is a higher sample size as compared to another age group of people. In addition, it
is illustrated that 4 out of 70 respondents are selected from the age group of more than 32
years. Researcher mainly focuses on the person who has come between the age group of 23-
27 years because these group of people could more use the internet rather than another age
group of people.
Table 3: experience
Experience
Less than 3 years 13
4-8 years 24
9- 12 years 18
More than 13 years 15
Chart 3: experience

Experience Less than 3
years 4-8 years 9- 12 years More than
13 years
0
5
10
15
20
25
30
Experience
Experience
With respect to the above chart and table, it is illustrated 13 out of the 70 respondents have
less than 13 years of experience in using online sources. It is also stated that the 24 out of 70
respondents selected 4 to 8 years of experience in using online sources. In addition, the
researcher selects consumers who have more than 13 years of experience in using online
sources.
4.2 RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n'
Tumble clothing company.
In this interview, the researcher asked that question related to the concept of e-marketing. In
this, the research scholar asked different questions related to the e-marketing and collect their
opinion and views to accomplish the aim and objectives of the research matter.
Internet marketing facilitates the organization to make relations with consumers
In this questionnaire, the researcher asked to research participants that internet marketing
facilitates the organization to make relations with consumers by increasing awareness of
products and services among consumers. The obtained outcome is demonstrated by the
following table and chart:
Table 4: Internet marketing facilitates the organization to make relations with
consumers
Internet marketing facilitates the organization to make relations with consumers
Strongly disagree 5
Disagree 11
Neutral 13
Agree 23
Strongly agree 18

Chart 4: Internet marketing facilitates the organization to make relations with
consumers
0
10
20
30
Internet marketing facilitates the
organization to make relations with
consumers
Internet marketing
facilitates the organization
to make relations with
consumers
From the above table and chart, it is analyzed that 41 out of 70 respondents seeks that internet
marketing facilitates the organization to make relations with consumers by increasing
awareness of products and services among consumers. Apart from this, 16 out of 70 did not
believe in this statement. It is also stated that 13 out of 70 respondents were neutral with
respect to the current statement. Thus, it is analyzed that e-marketing is the best method as it
enables the organization to make an effective relationship with their potential as well as
existing consumers.
This finding is supported by the view of (Nair, 2015) as it was illustrated that the internet
marketing enables the company to create a relationship with consumers by directly
communicate with them. It offers the opportunity to the company for enchasing the
awareness of goods and services among consumers. The organization could use different
methods to promote their products and services and make innovation in their e-marketing
method to easily influence the consumers.
Online advertising and web marketing is used to deliver the promotional marketing
message
In this interview, the researcher asked the research participants that the online advertising and
web marketing is used to deliver the promotional marketing message to their customers. The
obtained result is shown in the following table and chart:
Table 5: Online advertising and web marketing is used to deliver the promotional
marketing message

Online advertising and web marketing is used to deliver the promotional marketing message
Strongly disagree 12
Disagree 11
Neutral 5
Agree 23
Strongly agree 19
Chart 5: Online advertising and web marketing is used to deliver the promotional
marketing message
Strongly
disagree Disagree Neutral Agree Strongly
agree
0
5
10
15
20
25
online advertising and web
marketing is used to deliver the
promotional marketing message
online advertising and web
marketing is used to
deliver the promotional
marketing message
From the above table and chart, it is analyzed that 42 out of 70 respondents believed that
online advertising and web marketing is used to deliver the promotional marketing message
to their customers. Apart from this, it is also stated that 23 out of 70 participants disagreed
with this same statement. It is also found that 5 out of 70 respondents were neutral to this
statement.
This finding is supported by the views of Casprini and Di Minin, (2015) as it was stated that
Web marketing, as well as online advertising, is practiced to deliver the promotional
marketing information to their consumers. It is also stated that consumer uses the online
advertising as it enables the organization to get higher competitive benefits by increasing the
demand of consumers for the products and services of the organization.
Businesses influenced by the search engine optimization
In this interview, the researcher asked the questions related to the types of business that could
be more influenced by the search engine optimization. From the application of this method,
the researcher asked obtained diverse opinion and views of the research participants as it is
shown in the following table and chart:

Table 6: businesses influenced by the search engine optimization
Businesses influenced by the search engine optimization
Business to business 8
Business to Consumers 12
All of the above 50
Chart 6: businesses influenced by the search engine optimization
Business to
business Business to
Consumers All of the above
0
10
20
30
40
50
60
Businesses influenced by the search
engine optimization
Businesses influenced by
the search engine
optimization
With respect to the above table and chart, it is stated that 8 out of the 70 respondents seeks
that B2B could be influenced by search engine optimization. Apart from this, it is also
analyzed 12 out of 70 believed B2C could be more influenced as compared to other business.
Apart from this, it is also illustrated that 50 out of 70 respondents believed that both
businesses to business and business to the customer are influenced by search engine
optimization.
This finding is supported by the opinion of Anojan and Subaskaran, (2015) as it is examined
that the business to business and business to consumers corporation uses the search engine
ranking to enhance the demand of consumers. The e-marketing is used to promote the e-
business and enhancement of the business growth in the least time. The search engine ranking
enhances the traffic of consumers on the company websites by improving the image of the
company.
Marketing through social media facilitates for two way communication
In this questionnaire, the researcher asked to the research respondents that marketing through
social media facilitates for two way communication. The obtained outcome is shown by
discussed as below:
Table 7: Marketing through social media facilitates for two way communication

Marketing through social media facilitates for two way communication
Yes 60
No 10
Chart 7: Marketing through social media facilitates for two way communication
Yes No
0
10
20
30
40
50
60
70
Marketing through social media
facilitates for two way
communication
Marketing through social
media facilitates for two
way communication
From the above table and chart, it is analyzed that 60 out of 70 respondents believed that
social media enables the organization to conduct the two-way communication. It is also stated
that 10 out of 70 respondents were not satisfied with this statement. Thus, it is analyzed that
the e-marketing is the best way to effectively communicate with others.
This finding is favored by the opinion of Rancati, Scuotto, Codignola, Gordini, (2016) as it is
examined that e-marking is possible by using the social media as it enables the organization
for two way communication. Furthermore, it is an appropriate marketing strategy for
establishing the long-term relationship between consumers and business.
E-marketing and animated advertising influence the consumer buying decision
In this survey through a questionnaire, the researcher asked to the research participants that e-
marketing and animated advertising influence the consumer buying decision. The research
collects different responses from the research participants that are discussed as below:
Table 8: e-marketing and animated advertising influence the consumer buying decision
E-marketing and animated advertising influence the consumer buying decision
Strongly Disagree 8
Disagree 7
Neutral 6
Strongly agree 27
agree 18

Chart 8: e-marketing and animated advertising influence the consumer buying decision
Strongly Disagree
Disagree
Neutral
strongly agree
Agree
0 5 10 15 20 25 30
E marketing and animated
advertising influence the consumer
buying decision
E marketing and animated
advertising influence the
consumer buying decision
With respect to the above table and chart, it is also analyzed that the 45 out of 70 respondents
believed that e-marketing and animated advertising influence consumer buying decision.
Apart from this, it is also analyzed that 15 out of 70 research participants disagreed with this
statement. Hence, it can be said that the e-marketing and animated advertising could enable
the organization to promote their products and services among potential as well as existing
consumers. This finding is supported by Choy, (2014) as it is stated that advertisement is the
best method for spreading the awareness among the consumers in the least time. The e-
marketing and animated advertisement is the best way to influence the consumers in
purchasing goods and services. In addition, it is also illustrated that advertisement plays an
imperative role in passing the commercial information of the organization among consumers.
It is the type of the communication techniques that provide the relevant information to the
desired audience with respect to the act promptly.
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.
In this interview, the researcher asked questions related to the ways of using the online
animated advertisements in the e-marketing. The research scholar obtained different opinions
and views of the research participants as it is discussed by below table and chart:
Animation brings the authority of creativity and imagination in the marketing of
organizational products and services
In this interview, the researcher asked to the research candidates that animation bring the
authority of creativity and imagination in the marketing of organizational products and
services. The obtained result is discussed in the following table and chart:

Table 9: Animation bring the authority of creativity and imagination in the marketing
of organizational products and services
Animation brings the authority of creativity and imagination in the marketing of
organizational products and services
Strongly disagree 15
Disagree 8
Neutral 4
Agree 29
Strongly agree 14
Chart 9: Animation bring the authority of creativity and imagination in the marketing
of organizational products and services
0%
30%
60%
90%
animation bring the authority of
creativity and imagination in the
marketing of organizational products
and services animation bring the
authority of creativity and
imagination in the
marketing of
organizational products
and services
With respect to the above chart and table, it is evaluated that business to the business method
is an effective way of utilizing the online animated advertisements in e-marketing. It is also
stated that 43 out of 70 research participants were seeking that animation brings the authority
of creativity and imagination in the marketing of organizational products and services. Apart
from this, it is also examined that 23 out of 70 were not agreed with this statement. Hence, it
is analyzed that the animation brings the authority to the organization to make creativity and
imagination in the marketing of their products and services. Consequently, it could be
supportive to influence the behavior of consumers to buy their product and services.
These findings are supported by the view of Saad and Abida, (2016) as it was stated that
animation gives power to the organization for making creativity and imagination to promote
products and services of the firm. It provides an opportunity to demonstrate any goods and
services for their consumers. The gesture and animation color are practiced for pulling the

attention of the consumers in the least time and make a favorable image in the consumers’
mind. It is an effective marketing tool for getting positive responses with respect to the
organization objective.
Business to the Business method is an effective way of utilizing the online animated
advertisements in E-marketing
In this interview, the researcher asked to the research participants that business to the
business method is an effective way of utilizing the online animated advertisements in e-
marketing. The researcher scholar gathered different responses as it is discussed as below:
Table 10: Business to the business method is an effective way of utilizing the online
animated advertisements in e-marketing
Business to the Business method is an effective way of utilizing the online animated
advertisements in E-marketing
Yes 55
No 15
Chart 10: Business to the business method is an effective way of utilizing the online
animated advertisements in e-marketing
Yes No
0
10
20
30
40
50
60
Business to Business method is an
effective way to utilizing the online
animated advertisements in E-
marketing Business to Business
method is an effective way
to utilizing the online
animated advertisements
in E-marketing
With respect to the above table and chart, it is also analyzed that business to the business
method is an effective way to use online animated advertisements in e-marketing. It is stated
that 55 out of 70 research participants believed that animation brings the authority of
creativity and imagination in the marketing of organizational products and services. Apart
from this, it is analyzed that 15 out of the 70 research respondents disagreed with this
statement. Hence, it is analyzed that the organization could use the business to a business

method to apply the e-marketing and animated advertising in influencing the consumer
buying behavior.
This finding is favored by the opinion of Digout Salloum, Hajjar, and Taha (2017) as it was
evaluated that that business to business is an imperative way to use online animated
advertising in e-marketing. The organization could use the animation in the boardroom
presentation with respect to obtaining the prompt response. It is also effective for making
realistic image among their consumers. The organization should not waste their time to make
real goods and setting up the animated 3D presentation. It enables the organization to get
prompt responses of consumers towards the products and services as its supports to enhance
the satisfaction level of the consumers.
Online animated advertisements in e-marketing method
In this survey through a questionnaire, the researcher asked to the participants that which is
the best method to use online animated advertisements in e-marketing. These methods are
Business to business, Email method, Television, Website animation, and Motion graphic. The
obtained outcome is discussed by below table and chart:
Table 11: Online animated advertisements in e-marketing method
Online animated advertisements in E-marketing method
Business to business 5
Email method 8
Television 7
Website animation 5
Motion graphic 9
All of the above 36
Chart 11: Online animated advertisements in e-marketing method

Business to business
Email method
Television
Website animation
Motion graphic
All of the above
0%
20%
40%
60%
80%
100%
online animated advertisements in E-
marketing method
online animated
advertisements in E-
marketing method
With respect to the above chart and table, it is analyzed that there are different factors that
could be considered in the online animated advertisement in e-marketing method like
business to business, email method, television, website animation, and motion graphic. It is
also stated that 36 out of 70 believed that these all factors play an imperative role in online
animated advertisements in e-marketing. These methods could also be imperative for
influencing the consumer to purchase goods and services.
This finding is supported by the opinion of DigoutSalloum, Hajjar, and Taha (2017) as it is
illustrated that online animated advertisements could support the organization for e-
marketing. The organization could use the animation to promote their goods and services
among the consumers and get positive responses. The animation could also enable the
company to acquire the attention of their consumers by offering an effective message in a
reliable manner. It creates well-organized utilization of the resources to promote their
services and obtain a positive result.
Email method could be more effective than the website animation to use the animated
In this interview, the researcher asked that the email method could be more effective than the
website animation to use animated advertising to influence the consumers. The research
scholar obtained diverse responses with respect to the research issues as it is discussed in the
following table and chart:
Table 12: Email method could be more effective than the website animation to use the
animated advertising
Email method could be more effective than the website animation to use the animated
advertising
Yes 65

No 5
Chart 12: Email method could be more effective than the website animation to use the
animated advertising
Yes No
0
10
20
30
40
50
60
70
email method could be more effective
than the website animation to use the
animated advertising
email method could be more
effective than the website
animation to use the
animated advertising?
With respect to the above table and chart, it is evaluated that 65 out of 70 respondents seeks
that the email method could be more effective than the website animation to use the animated
advertising. Apart from this, it is addressed 5 out of 70 respondents seeks that researchers
disagree with this statement. Hence, it can be said that email method is the best way as
compared to the website animation as it allows to individuals for directly communicate with
others.
This finding is supported by the opinion of Zakaria (2016) as it is examined that the email
method could be effective as compared to the web animation since it makes links between the
company and consumer. It is stated that once the organization would be capable to make
reliable relationship then they could be capable to enhance demand of consumers towards
their products and services. From the analysis, it is found that email method enables to keep a
relationship with consumers in limited time and cost.
3D animation, e-cards, whiteboard animation, and animated GIFs could be best way to
utilizing the online animated advertising
In this survey through a questionnaire, the researcher asked to the research participant that 3D
animation, e-cards, whiteboard animation, and animated GIFs could be the best way of
utilizing online animated advertising. The researcher scholar obtained different data with
respect to current research matter by following table and chart:

Table 13: 3D animation, e-cards, whiteboard animation, and animation gifs could be
best way to utilizing the online animated advertising
3D animation, e-cards, whiteboard animation, and animated GIFs could be the best way to
utilizing the online animated advertising
Strongly disagree 12
Disagree 9
Neutral 2
Agree 28
Strongly agree 19
Chart 13: 3D animation, e-cards, whiteboard animation, and animation gifs could be
the best way of utilizing the online animated advertising
Strongly
disagree Disagree Neutral Agree Strongly
agree
0
5
10
15
20
25
30
3D animation, e-cards, whiteboard animation,
and animation GIFs could be be best way to
utilizing the online animated advertising
3D animation, e-cards, whiteboard
animation, and animation GIFs
could be be best way to utilizing
the online animated advertising
With respect to the above table and chart, it is also stated that 47 out of 70 research
respondents believed that3D animation, e-cards, whiteboard animation, and animated GIFs
could be the best way to utilizing the online animated advertising. Apart from this, it is stated
that 21 out of 70 respondents disagreed with this statement. Thus, it is analyzed that 3D
animation, e-cards, whiteboard animation, and animated GIFs could be the best way to utilize
online animated advertising in influencing the consumer for purchase any product and
services of the company. This finding is supported by the opinion of Papaioannou, Tzimitra-
Kalogianni, and Tegkelidou Lusch and Vargo, (2014) as it was examined that 3D animation
videos enable the organization to demonstrate the creativity in the art animation and make the
vision into the 3D world. It is an imperative idea with respect to contact an animation studio
at the time of lack of resources in the house. In addition, it is examined that e-cards are
another method to using the animation in the e-marketing. It is an effective way to occupy the

consumers at the time of holidays. In addition, it is also addressed that animated e-cards are
entertaining and could help to transport some humor and color to reinforce them to enhance
the image of the brand. It is also stated that the Whiteboard animation could lead the
organization to enhance the brand image of the organization.
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.
Advertisement takes the accountability to pass the commercial message among
customers
In this interview, the researcher asked that advertisement takes the accountability to pass the
commercial message among customers. The obtained outcome is discussed as below:
Table 14: Advertisement takes the accountability to pass the commercial message
among customers
advertisement takes the accountability to pass the commercial message among customers
Yes 50
No 20
Chart 14: Advertisement takes the accountability to pass the commercial message
among customers
Yes
No
0 10 20 30 40 50 60
advertisement takes the
accountability to pass the
commercial message among
customers
advertisement takes the
accountability to pass the
commercial message
among customers
With respect to the above table and chart, it is examined that 50 out of 70 research
participants seeks that advertisement takes the accountability to pass the commercial message
among customers. Apart from this, it is also analyzed that 20 out of 70 research candidates
believed that advertisement takes accountability to pass commercial message among
customers. Thus, it can be said that the advertisements enable the organization to share the

messages of the company about products and services among the consumers. It could support
to influence the consumers to purchase the products and services of the company.
This finding is favored by the opinion of Choy, (2014) as it is analyzed that advertisement
takes the responsibility to convey commercial information among the consumers. In addition,
it is also examined that the advertisement is a type of the communication that provides logical
and reliable information to the consumers with respect to the targeted audience. It could
support to get prompt responses from the consumers about the products and services.
The advertisement is a sort of persuasive and communicative marketing practices
In this interview, the researcher asked to the research participants that advertisement is a sort
of persuasive and communicative marketing practices. Researcher gets many responses of
research participant towards the research concern as it is discussed in the following table and
chart:
Table 15: Advertisement is a sort of persuasive and communicative marketing practices
advertisement is a sort of persuasive and communicative marketing practices
Strongly disagree 7
Disagree 8
Neutral 3
Agree 19
Strongly agree 33
Chart 15: Advertisement is a sort of persuasive and communicative marketing practices
Strongly
disagree Disagree Neutral Agree Strongly
agree
0
5
10
15
20
25
30
35
advertisement is a sort of persuasive
and communicative marketing
practices
advertisement is a sort of
persuasive and
communicative marketing
practices
With respect to the above table and chart, it is analyzed that 52 out of 70 research participants
believe that advertisement is a sort of persuasive and communicative marketing practices.
Apart from this, it is also examined that 15 out of 70 participants disagreed with this

statement. Thus, it is analyzed that advertisement is the best communication method as it
permits to easily communicate with others and get a reliable result.
This outcome is favored by the opinion of Choy, (2014) as it was illustrated that
advertisement is the nature of persuasive and open marketing practices as it intended to
attract consumers, perception, attitude, and behavior in order to goods and services being
advertised.
Method to influence consumer buying behavior
In the interview, the researcher asked to the research participants that which methods could
easily influence the consumer to buy a product and services like Traditional method and E-
marketing and animated advertising. The obtained outcome is discussed as below:
Table 16: Method to influence consumer buying behavior
Method to influence consumer buying behavior
Traditional method 12
E-marketing and animated advertising 40
None of the above 18
Chart 16: Method to influence consumer buying behavior
Traditional
method E- marketing
and animated
advertising
None of the
above
0
5
10
15
20
25
30
35
40
45
Method to influence consumer
buying behaviour
Method to influence
consumer buying
behaviour
With respect to the above table and chart, it is evaluated that 12 out of 70 respondents seeks
that traditional approach is an effective method to influence the consumers while 40 out of 70
believed that E-marketing and animated advertising is an effective tool for the organization
because it permits the organization to influence the consumers to purchase the goods and
services of the specified organization.
This finding is favored by the view of Silverman, (2016) as it was illustrated that animation
could be inexpensive as compared to another process. This method is cheaper and quicker

than the traditional technique. It is also stated that e-marketing and animated advertising
could enable the organization to obtain higher benefits in the least time.
Marketing and animated advertising influence the consumer purchasing behavior
In the interview method, the researcher asked to the research participants that marketing and
animated advertising influence the consumer purchasing behavior. The researcher obtained
different opinion and views of the research participants with respect to the research matter as
it is discussed as below:
Table 17: Marketing and animated advertising influence the consumer purchasing
behavior
marketing and animated advertising influence the consumer purchasing behavior
Strongly disagree 5
Disagree 10
Neutral 3
Agree 23
Strongly agree 29
Chart 17: Marketing and animated advertising influence the consumer purchasing
behavior
Strongly
disagree Disagree Neutral Agree Strongly
agree
0
5
10
15
20
25
30
35
marketing and animated advertising
influence the consumer purchasing
behaviour
marketing and animated
advertising influence the
consumer purchasing
behaviour
From the above table and chart, it is also analyzed that 52 out of 70 respondents seeks that
marketing and animated advertising influence the consumer purchasing behavior. Apart from
this, 15 out of the 70 respondents believed that marketing and animated advertising influence
the consumer purchasing behavior as compared to another method. Apart from this, it is
evaluated that 15 out of 70 research participants disagreed with this statement.

This finding is supported by the opinion of Hamilton, and Tee, (2015) as it was examined that
the internet is an imperative marketing tool for sustaining the position of the organization in
the marketplace. It is also examined that e-marketing is a fast growing area for promoting the
organization. Internet plays an imperative role caused of global marketing change. Through
this research, it is also addressed that the e-marketing effects could enhance the company
sale. In addition, it is addressed that practicing the animation in advertisement demonstrates
the capability of the animators to make a unique image of the organization at the global level.

Chapter 5: Conclusion and Recommendations
5.1 Conclusion
5.1.1 RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n'
Tumble clothing company.
From the above interpretation, it can be concluded that internet marketing facilitates the Ruff
'n' Tumble clothing company to make relations with consumers by increasing awareness of
products and services among consumers. It can also be summarized that online advertising
and web marketing is used to deliver a promotional marketing message to their customers. It
can also be concluded that business to business and business to Consumer Corporation uses
the research engine optimization technique to make unique image among the consumers.
In addition, it can also be summarized that the marketing through social media facilitates for
two way communication as it supports to obtain a reliable outcome. In addition, it can also be
summarized that the e-marketing and animated advertising directly influence consumer
buying decision. Further, it can also be summarized that e-marketing could enable the Ruff 'n'
Tumble clothing company to gain their awareness towards the products and services among
the consumer as it could be effective for getting a reliable result. Moreover, it can also be
illustrated that e-marketing is imperative for the organization because it supports to make a
buying decision. It can also be examined that a huge amount of the customers uses online
sources to enhance their understanding towards any specific products and services before
taking the final buying decision. In addition, it can also be found that the internet marketing
enables Ruff 'n' Tumble clothing company to make a reliable relationship with their potential
consumers, which could be effective for getting the higher competitive benefit. It can also be
summarized that animated advertising is dominated trend in the digital marketing as it could
be effective for social technique platforms. The animation could offer an opportunity to Ruff
'n' Tumble clothing company for creatively present their message on the front of others.
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.
With respect to the above interpretation, it can also be summarized that animations bring the
authority of creativity and imagination in the marketing of organizational products and
services. It can be concluded that business to the business method is an effective way of
utilizing the online animated advertisements in E-marketing. There are certain ways that
could be used by Ruff 'n' Tumble clothing company for online animated advertisements in e-
marketing. These methods are business to business, email method, television, websites
animation, and motion graphics. It can also be summarized that all components could be used

by the organization to accomplish their organizational goal. It can be concluded that email
method could be more effective than the website animation to use the animated advertising. It
can also be summarized that 3D animation, e-cards, whiteboard animation, and animated
GIFs could be the best way to utilizing the online animated advertising. It can also be
concluded that Ruff 'n' Tumble clothing company uses GIFs to easily hypnotize their
customers with elegance and simplicity towards goods and services as it could be possible by
the company image. It is significant for the Ruff 'n' Tumble clothing company to emotionally
connect the consumer to their specified market by considering the animated advertising. In
addition, it is also examined that an emotionally could inspire the consumers with harmony
and humour. The emotional connection could support to make a link between consumers.
It is also analyzed that organization implies animation in social media sites and attract
consumers towards products and services. The organization could use effective pop up to
easily inspire consumer about the brand. The online video provides the power to grab
courtesy to demonstrate the whole story as compared to using images. Moreover, it is
examined that GIFs is a significant method to acquire the attention of the consumers in the
least time.
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.
As per the above discussion, it can be summarized that advertisement takes the accountability
to pass the commercial message among customers. It can be summarized that advertisement
is a sort of persuasive and communicative marketing practices that are intended to influence
the customers, influence attitude, perception, and behavior with regards to the product being
advertised. It can be illustrated that there are certain methods that could be used by the Ruff
'n' Tumble clothing company to influence consumers buying behavior. These methods are the
traditional method, e-marketing, and animated advertising. In addition, it can also be
summarized that the marketing and animated advertising influence the consumer purchasing
behavior. Business to business is an imperative method to use the online animated
advertisements in the e-marketing. The organization could use animation in the boardroom
presentation with respect to obtaining the positive responses. It could also be effective to
obtain positive responses with respect to the buying behavior. The organization should not
waste their time to make products and services to bring up real products and services by
considering the animated 3D presentation. It also discusses the advantages of products
promptly quickly as it assists to enhance the sale of the organization. The organization could
imply animation efficiently in the e-mail marketing. In addition, it is addressed that animation

in the email marketing. It creates efficient utilization of limited space by showing products
and services as compared to discussing it. The animation in e-mail marketing could be
complicated if it would not be well-matched with techniques of consumers. Moreover, it is
also stated that animation in email could not be downloaded punctually. Website animation is
an effective method in the e-marketing. A huge number of the organization practices
interactive animation as it is associated with the computer games. It can also be summarized
that the company could consider many fun features related to promoting the products and
services among the huge amount of the consumers.
5.2 Recommendations
5.2.1 RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n'
Tumble clothing company.
From the above interpretation, it can be recommended that Ruff 'n' Tumble clothing company
should employ digital marketing tactics in different spaces around the web. It should ensure
that the content is comprehensible. There are certain places in which animation can enhance
the digital marketing such as websites. It can be often as the main public face of an
organization. When an individual wants to learn more about the organization then, they look
up towards the websites. Hence, websites should be engaging, attractive, actionable and
informative. An animated video on the landing page can increase engagement, maintain
people on site for longer and also maintain a memorable link with the organization (Afzal and
Khan, 2015).
It can be also suggested that Ruff 'n' Tumble clothing company should use a whiteboard to
influence the customers. Using a whiteboard can be another strategy that can be done with
wider graphic design skills. This kind of animation has become progressively more popular in
the last years. For using the animation, Ruff 'n' Tumble clothing company should use a
whiteboard or chalkboard and related writing utensils. By using the animation, the company
can record the data by using the images, diagrams, and words.
This strategy becomes popular among the corporation to demonstrate statistics, services, and
ideas as compared to products. The Ruff 'n' Tumble clothing company should consider the
neat writing and drawing skills to successfully produce the animated video (Afzal and Khan,
2015).
It can be recommended that Ruff 'n' Tumble clothing company should use the interactive
video to incorporate the animation production in the marketing strategy. This strategy would
be beneficial to interact with the customers through animation in videos and advertisement.
The company can provide the area where customers can click and respond to videos. It can be

an effective type of animated videos that can be produced by the company. It can take more
little work hence the company should hire an individual with programming experience.
It can be also recommended that the company should use integrated animation. This kind of
video should integrate the real material with animation. For instance, cooking videos
demonstrate the recipe on the sided whereas a customer focuses the footage of recipe. These
videos can work by showing the real life example and animation at the same time (Akram,
Hui, Khan, Hashim, and Rasheed, 2016). Furthermore, when animated video provides the
value then, people will share that video with friends and family. The integrated animation
videos should be used by the company. This video can give benefit in terms of live action
commercial and also provides flexibility with animation. It can be recommended that the
company should focus on animation in video. It should also emphasize on camera angles and
light to after effects as well as animations. Thus, this video can be valuable for a corporation
(Akrimi, 2016).
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.
It can be suggested that the Ruff 'n' Tumble clothing company should use paid advertising.
The company should be familiar to run the paid advertising on the web. It can use certain
avenues of paid advertising such as search engines, Bing and Google. In this way, it can be
recommended that Google can be the best alternative to run the video advertisements on
YouTube. It can be also recommended that the Ruff 'n' Tumble clothing company can use the
pre-roll ads and can run before starting the YouTube videos. The company can moderately
confine audience and can cater the customers to specific demographic. It can be
recommended that the Ruff 'n' Tumble clothing company can use the current mode of
advertising like social media sites and turning common ads into the video ad. Thus, it could
be beneficial to pull the attention of crowded feed (Altintzoglou, Heide, and Borch, 2016).
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.
It can be also recommended that the Ruff 'n' Tumble clothing company should use the
animation in SEO i.e. known as search engine optimization. This strategy can be
implemented to enhance the result of search engine. It can be applied with cautiously using
the keywords, generating clean and fast sites, and frequent generating the appropriate content.
Another strategy of enhancing the SEO through animation is Video. It is stated that by simply
involving the video on the websites can be signal that search engine site is rich, and varied
content. It could be effective for Ruff 'n' Tumble clothing company to increase the demand of

customers towards their products and services. It can be suggested that Ruff 'n' Tumble
clothing company should involve the video more than just their landing page like a blog post
and also incorporates the keywords in the video description, tags, and titles during uploading
it on YouTube. Thus, the company can get the extra benefits through SEO (Anojan, and
Subaskaran, 2015).
The company can also fit the animation into the digital marketing strategy by focusing on
what they have done as it would be beneficial to improve the marketing strategy. From the
above conclusion, it can be also recommended that Ruff 'n' Tumble clothing company should
use the animated logos to pull the attention of customers. In this way, it is stated that the
Google logo is a renowned illustration of animated logos. Google has developed its new
animated logo in 2015 and since then it has been indicated as the new future of branding. By
using the animation, Ruff 'n' Tumble clothing company can be able to demonstrate their
products feature. The company can also update their home page daily with animation and
illustration. This strategy can be beneficial for the company to take competitive advantages in
the market. It can be evaluated that animated logos is effective due to novelty. Thus, the
company should use the animated logos in their marketing strategy (Azizah, 2016).
It can be also recommended that Ruff 'n' Tumble clothing company should use the animated
ads. In this way, videos are the future of advertisements, particularly on social media. It can
be suggested that the Ruff 'n' Tumble clothing company should give preference to videos as
compared to other types of posts. Due to this, videos can reach at a large number of people
and can increase the conversion rate as compared to other forms of content.
In the conrrent era, this organization use marking mix strategy to opeate thir buisness process
that is expeansive. Thus, it I snalyzed that Ruff 'n' Tumble clothing company should use the
animation strategy as it is inexpensive. Furthermore, with animation videos, Ruff 'n' Tumble
clothing company do not have the need of fancy light, microphones, stands, and cameras.
Since, there would be a need for proficient designers, innovation ideas and video editing
software. Another reason for using the animation in e-marketing strategy is to create the
unique image in the mind of customers. Because all things would be performed via a
computer hence the Ruff 'n' Tumble clothing company can ensure each detail and link it with
their brand image (Badgaiyan and Verma, 2015).
5.3 Implications for further research
The findings of this investigation would be beneficial for an organization to influence the
consumer buying behavior towards the brand of the company. As, this research study is based
on 70 customers who use e-marketing but, future research can use more than 70 sample size

to obtain the depth information regarding using the animation in e-marketing strategy. It can
also contribute to getting the authentic as well as appropriate outcome of research. The future
investigator can involve the experts in the interview to improve the findings and generate a
more authentic result.

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Appendix
3.12 Close ended interview questions
Survey through questionnaire
Demographic factor
Please specify your Gender
A. Male
B. Female
Please tick mark on your age-group
A. Under 22
B. 23-27 years
C. 28-32 years
D. More than 32
How long have you been using the services the online sources to purchase any products and
services?
A. Less than 3 years
B. 4-8 years
C. 9- 12 years
D. More than 13 years
RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n'
Tumble clothing company.
Do you agree that internet marketing facilitates the organization to make relations with
consumers by increasing awareness of products and services among consumers?
A. Strongly disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly agree
Do you agree that the online advertising and web marketing is used to deliver the
promotional marketing message to their customers?
A. Strongly disagree
B. Disagree
C. Neutral

D. Agree
E. Strongly agree
In your opinion, which of the following could be more influenced by the search engine
optimization?
A. Business to business
B. Business to Consumers
C. All of the above
Do you think that the marketing through social media facilitates for two way communication?
A. Yes
B. No
Do you think that, E-marketing and animated advertising influence the consumer buying
decision?
A. Strongly disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly agree
RO2: To understand the way of utilizing the online animated advertisements in E-
marketing strategy-A case study of Ruff 'n' Tumble clothing company.
Do you believe that animation brings the authority of creativity and imagination in the
marketing of organizational products and services?
A. Strongly disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly agree
In your opinion, the Business to the Business method is an effective way of utilizing the
online animated advertisements in E-marketing?
A. Yes
B. No
In your opinion, which one is the best way to use the online animated advertisements in E-
marketing?
A. Business to business
B. Email method

C. Television
D. Website animation
E. Motion graphic
F. All of the above
Do you think that email method could be more effective than the website animation to use the
animated advertising?
A. Yes
B. No
Do you think that 3D animation, e-cards, whiteboard animation, and animated GIFs could be
the best way to utilizing the online animated advertising?
A. Strongly disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly disagree
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.
Do you believe that advertisement takes the accountability to pass the commercial message
among customers?
A. Yes
B. No
In your opinion, the advertisement is a sort of persuasive and communicative marketing
practices that are intended to influence the customers, influence attitude, perception, and
behavior with regards to the product being advertised.
A. Strongly disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly disagree
In your opinion, which one of the following is the best way to influence the consumer buying
behavior?
A. Traditional method
B. E-marketing and animated advertising
C. None of the above

Do you think that the marketing and animated advertising influence the consumer purchasing
behavior?
A. Strongly disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly disagree