Project proposal Field of Research The aim of this research is
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Project proposal Field of Research The aim of this research is to explore impact of marketing messages on modern consumers in the ecommerce space. It is imperative to the organizations of today to do marketing in order to stay ahead in the consumers mind. However, there are too many brands and too many marketing messages that consumers are bombarded with daily. In such a world, it is difficult for consumers to remember every brand and thus, they are very selective. It is thus important for companies to understand how their marketing messages are creating impact on consumer so that they can build right strategies to retain them(Mittal, 2013). Research Questions The aim of this project would be achieved upon answering following research questions: What consumer behaviour patterns can be observed in the online ecommerce space? How do companies market their products online in the ecommerce space? What are preferences of online consumers? How are important consumer touch points where brands interact with consumers? How do marketing messages create an impact on the ecommerce consumer behaviour? (Mijhael & Pimentel, 2015) Data Collection To understand the impact of consumer marketing on consumer behaviour, a secondary research would be conducted in which the qualitative data would be collected from the previous studies on the subject. The details of the internet shopping behaviour would be collected from the online sources. The data would also be collected on the marketing strategies that companies use and selected cases of marketing strategies would be collected online. Previous researches would be used as cases that would be analysed using critical analysis. Search Terms E-commerce, online marketing, marketing messages, online consumers References Explanation The referred journal articles discuss the difference aspects of marketing in the current times and their impact on the consumers. The mobile commerce (m-commerce) perspective, e- marketing tools, and the role of social media marketing is discussed in the journal articles. References Dwivedi, R. (2017). Analyzing Impact of Affiliate Marketing on Consumer Behavior withM- Commerce Perspective.SMS Journal Of Enterpreneurship And Innovation,3(02). doi: 10.21844/smsjei.v3i02.9733
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Eid, R., & El-Gohary, H. (2013). The impact of E-marketing use on small business enterprises' marketing success.The Service Industries Journal,33(1), 31-50. doi: 10.1080/02642069.2011.594878 Hwang, Y., & Jeong, J. (2014). Electronic commerce and online consumer behavior research. Information Development,32(3), 377-388. doi: 10.1177/0266666914551071