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

This research aims to analyze the impact of digital media strategies on the buying behavior of customers, focusing on Starbucks. It explores the concept of digital media strategies, the strategies used by Starbucks to engage with customers, and the challenges faced in implementing digital media strategies. The research methodology includes surveys and questionnaires. The study is relevant for marketing and business students.

Proposal and Ethics
form

Contents
Research title: To analyse the impact of digital media strategies on buying behaviour of
customers. A study on Starbucks.....................................................................................................3
Background of topic........................................................................................................................3
Background of company..................................................................................................................3
Research rationale............................................................................................................................4
Research questions...........................................................................................................................4
Research aims and objectives..........................................................................................................4
Research methodology.....................................................................................................................4
References........................................................................................................................................8
Books and journals......................................................................................................................8
Online Resources.............................................................................................................................8

Research title: To analyse the impact of digital media strategies on buying
behaviour of customers. A study on Starbucks.
Background of topic
Digital media strategies are the strategies which helps the organisations in promoting their
products and services (How to Develop a Digital Media Strategy That Will Lead You to Success,
2020). It can really impact customers behaviour in positive and negative way. Digital media
strategies are known as digital marketing strategies. As this is being used by many of the
organisations in promoting of their product and services. The digital marketing strategies
includes certain web pages, videos, emails and applications and eBooks etc (Adner, Puranam,
and Zhu, 2019). so this helps in connecting with the customers and engaging with them through
various social sites and web pages. There could be various audience working there. And this
digital marketing strategies focus on building of the digital culture in order to get around in the
conversions. There can be certain benefits of digital media strategy these are relevant targeting,
building relationships, getting quick results and measurability etc. in this report the organisation
which is taken is Starbucks. In this research, this includes research rationale, research aims and
objectives and questions. Then it covers research methodology and timescale.
Background of company
The organisation which is taken in this research is Starbucks. It is an American multinational
chain of coffeehouses. It is having it headquarter in Washington company is called as world
largest coffeehouse chain (Starbucks Coffee Company, 2021). It was founded in the year 1971
by Jerry Baldwin, Zev siege and Gordon Bowker. Company is located in more than 32,000
branches in all over the world. And it is serving about 83 countries in the world. It serves cold
and hot drinks, lose leaf teas, whole bean coffee and fresh juices, Frappuccino beverages etc.
company is serving Wi-Fi facilities in some of the locations so that they can attract more people
(Ahto, 2020). company is making it brand promotion through digital media strategies and they
do marketing with social media. As they’re developing various item in their brand to enhance
customers. as company is making use of its application and web pages which is being operated
by the managers of the company. So that they could take order of people and at the same time
solves their issues.

Research rationale
The rationale is choosing of this topic is that digital media strategy is used in every
organisation now a days. it is becoming most important for the company. This research will help
the researcher in getting knowledge about the digital marketing strategy which have the positive
and negative impact on customers buying behaviour. Researcher is conducting both primary and
secondary research in collecting data and information (Becker, and Schmid, 2020). this topic
helps the researcher in gaining knowledge about the topic and also this could enhance they’re
some of the skills like communication skills, presentation skills and time management skills.
This will also help them in their personal and professional development in their future. And in
searching for a job.
Research questions
 What is the concept of digital media strategies and digital marketing strategy?
 Which of the digital media strategies used in Starbucks to engage with customers?
 What challenges are being made by organisation in implementing of digital media
strategy?
Research aims and objectives
Aim: “To analyse the impact of digital media strategies on behaviour of customers”. A study
on Starbucks.
Objectives:
 To determine the concept of digital media strategies and digital marketing strategy.
 To access which digital media strategies used in Starbucks to engage with customers.
 To determine what challenges are being made by organisation in implementing of digital
media strategy.
Research methodology
Research methodologies is term as precise cycle in which various apparatuses and
techniques are utilized by the researcher to gather the real and solid information or data
regarding the matter (Gregson, Pitt, and Seal, 2020). An examination assessment is made with
the assistance of Saunders which states different phases of an exploration. The stages which are
engaged with an examination help to give brief investigation of stages which are associated with

interaction of an exploration which will assist analyst with checking and notice all stages and
results precisely. The reason for choosing this method is to make constructive progress at each
stage and research process
Research philosophy: Research philosophy is the opinions on data collection, analysis, and
appropriate use of measures to conduct effective research, through which research goals can be
achieved (Lee, and Lee, 2020). This establishes the terminology related to knowledge
development. There can be numerous types of philosophy, which consist of two types positivism
and interpretivism. Here, this interpretivism research survey helps to explain all
the information that the researcher can be together. Positivism research is based
on numbers and facts. In this study, philosophy is used for phena. This search philosophy
depends on the many search methods that information about a particular research is collected
for analysis. This research philosophy helps evaluate subjective quantitative data throughout the
research process.
Research approach: The survey method is a planning procedure for conducting effective
surveys. Research methods are interrelated with the formation of decision-making, and specific
subject areas can be analysed through decision-making. There are two types of
search methods: deductive search methods and inductive search methods. Researchers can
effectively achieve these goals by using methods that
are appropriate for the audience and the goals to be achieved (Nguyen et.al., 2020). This
research employs a deductive research method that is in harmony with the positivist research
philosophy. The purpose of choosing this method is to generate reports based
on digital and real data.Thismethod allows the analysis of numerical data in a constructive way.
The positivist research method reveals a contingent relationship between concepts and variables.
In this way, effective decisions can be made and the data collected can be analysed.
Research strategy: A research strategy can be clear as a training strategy through which the
areas that will help to achieve all the research objectives can be collected and evaluated. It is a
technology through which investigate can collect all the essential data that are true and
dependable to behaviour research and achieve research objectives. The outcome of the
investigation is directly dependent on the data collected to achieve the objectives of the
investigation. Effective investigation strategies help investigators organize effective
investigations in a planned and systematic way (Peyman, and et.al., 2018). To carry out this

research report, survey strategies and questionnaires are used to collect all the necessary
information that is accurate and reliable. By using these data collection methods, the goal can be
achieved successfully. By using the questionnaire survey method, we can analyze the
weaknesses and threats through more realistic data and take corrective measures, so that the
investigation can be carried out effectively. Using these methods, primary sources of raw or first-
hand data can be collected, and precise corrective actions can be taken.
Ethical issues: The term ethics encompasses several factors necessary for conducting
research within a specific ethical scope, and measures must be taken. In order to conduct an
investigation effectively, investigators must consider and follow some ethical considerations,
because the information collected must be kept confidential. The principle of ethics means that
investigators must operate effectively and ethically. Analysts should gather right member
information, should face viable challenge measures to guarantee that their activities won't make
hurt different members, secure their secrecy, and should abstain from utilizing deceiving
conduct.
Sampling: sampling is a strategy identified with gathering the example size, which is broke
down utilizing viable inspecting techniques (Voorveld, 2019). The two inspecting strategies are
probabilistic and non-probabilistic. As indicated by this examination report, a likelihood testing
strategy was chosen, by which arbitrary examples can be gathered for this exploration. The
example size used to complete this examination was 40 respondents who were roused to
accomplish the exploration destinations. The 40 interviewees were representatives of chose
associations, and the target of the workers was to assemble a brief and exact information on the
work cycles and methods continued in the association.
Data collection: All data collected for effective investigation can be based on primary or
secondary sources. Various sources for gathering raw data include interview methods,
observation methods, surveys, focus groups, survey methods, etc. Used data is also another
source of data collection, and all necessary information is gathered through magazines. Books,
publications, etc. The main source of data for conducting this survey is in the form of a survey.
By collecting primary data sources, all primary and original information can be collected,
monitored, and all necessary corrective measures can be taken to successfully achieve the
objective within the established time limit. In addition, the secondary data used to conduct this

research was gathered through articles, magazines, and other sources of information. This
improves the understanding of the subject and leads to a better investigation.
Timescale

References
Books and journals
Adner, R., Puranam, P. and Zhu, F., 2019. What is different about digital strategy? From
quantitative to qualitative change. Strategy Science, 4(4), pp.253-261.
Ahto, V., 2020. Digital marketing strategy Case company Sea Sales Finland.
Becker, W. and Schmid, O., 2020. The right digital strategy for your business: an empirical
analysis of the design and implementation of digital strategies in SMEs and
LSEs. Business Research, pp.1-21.
Gregson, J., Pitt, R. and Seal, T., 2020. TIDE Digital Strategy Report.
Lee, S.M. and Lee, D., 2020. “Untact”: a new customer service strategy in the digital
age. Service Business, 14(1), pp.1-22.
Nguyen, D and et.al., 2020. Social media mechanics and marketing strategy. In Social Marketing
and Advertising in the Age of Social Media. Edward Elgar Publishing.
Peyman, N and et.al., 2018. Digital Media-based Health Intervention on the promotion of
Women’s physical activity: a quasi-experimental study. BMC public health, 18(1), pp.1-
7.
Voorveld, H.A., 2019. Brand communication in social media: A research agenda. Journal of
Advertising, 48(1), pp.14-26.
Online Resources
How to Develop a Digital Media Strategy That Will Lead You to Success, 2020. [online]
Available through
<https://www.webfx.com/blog/marketing/digital-media-strategy/#:~:text=What%20is
%20a%20digital%20media%20strategy%3F%20A%20digital,or%20services%20to
%20customers%20through%20online%2C%20digital%20mediums. >
Starbucks Coffee Company, 2021. [online] Available through < https://www.starbucks.com/>

RESEARCH ETHICS APPROVAL FORM
All students conducting research activity that involves human participants or the use of data,
collected from human participants, may be required to gain ethical approval before commencing
their research.
Please answer all relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your Unit Tutor.
Before completing this form, we advise that you discuss your proposed research fully with your
Unit Tutor. Please complete this form in good time before your research project is due to
commence.

Section One: Basic details
Student Name
ID Number
Centre Name
Project Title To analyse the impact of digital media strategies on
buying behaviour of customers. A study on Starbucks.
Section Two: Project summary
Please select all research methods that you plan to use as part of your project:
Interviews
Questionnaires
Observations
Use of Personal Records
Data Analysis
Action Research
Focus Groups
Other (please specify
Section Three: Participants
Yes No
Will your research involve human participants?
Ages
12–16
Young
people
aged
17–18
Adults
Who are the participants? Tick all that apply

How will participants be recruited (identified and approached)?
Describe the process you will use to inform participants about what you are doing:
How will you obtain consent from participants? Will this be written? How will it be made
clear to participants that they may withdraw consent to participate at any time?
Studies involving questionnaires Yes No
Will participants be given the option of omitting questions they do not
wish to answer?
If No, please explain why below and ensure that you cover any ethical issues arising from
this:
Studies involving questionnaires Yes No
Will participants be given the option of omitting questions they do not
wish to answer?

Studies involving observation Yes No
Confirm whether participants will be asked for their informed consent to
be approved.
Yes No
Will you debrief participants at the end of their participation? (e.g.
give them a brief explanation of the study)
Yes No
Will participants be given information about the findings of your
study? (This could be a summary of your findings generally)
Section Four: Data storage and security
Yes No
Confirm that all personal data will be stored and processed in
compliance with the Data Protection Act (1998)
Who will have access to the data and personal information?
During the research
Where will the data be stored?
Answer:

Yes No
Will mobile devices, such as USB storage and laptops, be used?
If yes, please provide further details:
After the research
Where will the data be stored?
How long will the data and records be kept, and in what format?
Yes No
Will the data be kept for use by other researchers?
If yes, please provide further details:
Section Five: Ethical issues
Are there any particular features of your proposed work which may raise ethical concerns? If so,
please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise as a result of
your research. Please consider/address all issues that may apply. Ethical concerns may include,
but
are not limited to the following:
 informed consent
 potentially vulnerable participants
 sensitive topics
 risks to participants and/or researchers

 confidentiality/anonymity
 disclosures/limits to confidentiality
 data storage and security, both during and after the research (including transfer, sharing,
 encryption, protection)
 reporting
 dissemination and use of your findings.
Section Six: Declaration
Yes No
I have read, understood and will abide by the [insert name of
college/centre] Research Ethics Policy
Yes No
I have discussed the ethical issues relating to my research with my tutor
I confirm that, to the best of my knowledge, the above information is correct and that this is a
full description of the ethical issues that may arise in the course of my/our research.
Student Name: Date