Impact of E-Marketing of Luxurious Brands on Consumer Purchase Decision: Case of Hamleys

Impact of E-Marketing of Luxurious Brands on Consumer Purchase Decision: Case of
Hamleys
Problem Statement
E-marketing has drastically changed the scenario of consumer behaviour and marketing
techniques. Internet is now considered as a medium or path for consumers to communicate
regarding brand and style of products and services (Felix, Rauschnabel, & Hinsch, 2017). With
the changing environment, the consumers wish to spend less time in physical research and are
highly dependent on e-marketing tools such as Facebook, Google, LinkedIn, Twitter, YouTube
and others. Online marketing has no time limit and can attract the customers efficiently and
effectively. This study shall help in understanding if internet marketing affects consumer
behaviour towards luxury goods (Ashley & Tuten, 2015).
There are different arguments to whether or not luxury brands should sell their products
online. It is not easy to build a website that defines an organization’s products and services that is
in link with marketing. People are now looking for updated information simply by a click on the
site. Social media sites can now keep the customers updated about such information that would
help in consumer purchase decision process (Schivinski & Dabrowski, 2016). Although the
importance of internet marketing is dependent on the nature of its products and services, internet
is becoming of utmost importance to all kinds of products and services. Wealthy consumers tend
to spend more money on online shopping rather than retail shopping. However, online channels
sometimes question the status and credibility of a brand. It has been perceived that factors such
as price, quality, societal factors and brand loyalty affects consumer behaviour of luxurious

goods. This study intends to evaluate whether online marketing of luxury brands influences
consumer purchase decision (Godey et al., 2016).
Aim and Objectives
This research proposal aims to investigate the impact of e-marketing or internet
marketing on consumer purchase decision of luxurious goods. The objectives are to:
 Determine the extent of impact of internet on consumer behaviour.
 Develop strategies for online marketing of luxury brands.
 Measure the effectiveness of internet marketing tools.
Methodology
To assess the variables accurately whether or not consumer purchase decision is affected
by online marketing, this study applies various methods to conduct the study:
 Literature review- This research shall review literature of different scholars and academic
experts. The peer-reviewed journals, publicly available reports and academic books shall
be referenced for studying the relationship between luxury goods and consumer purchase
decision. Conclusions shall be drawn from the literature and theories regarding consumer
purchase decision shall be deeply explained.
 Data collection- This research study shall involve secondary data collection from the
website of Hamleys. Data shall also be gathered from social media sites such as
YouTube, Facebook, Google, Twitter and Instagram. Also, data shall be collected from
government and industry sources. The research shall involve both qualitative and