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

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