Digital Marketing Analysis and Discussion

This assignment requires students to analyze the impact of digital marketing on consumer behavior, brand equity, and customer purchase decisions. Students are expected to provide a comprehensive discussion of digital marketing concepts, methodologies, tools, and applications. The assignment includes a list of references from books, journals, and online articles that cover topics such as e-marketing, social media marketing, online reviews, and customer decision-making processes. Students should also explore case studies and research articles to gain insights into the effects of digital marketing on consumer behavior and brand equity.

DISSERTATION PROPOSAL
(The effect of digital marketing on consumer behaviour)

TABLE OF CONTENTS
PROPOSAL SUMMARY...............................................................................................................1
Background of study....................................................................................................................1
LITERATURE REVIEW................................................................................................................2
OBJECTIVES..................................................................................................................................3
PROJECT OUTCOME....................................................................................................................3
PROJECT RATIONALE.................................................................................................................3
KEY QUESTIONS..........................................................................................................................3
RESEARCH METHODS................................................................................................................4
PRIMARY AND SECONDARY DATA SOURCES.....................................................................5
DRAFT CHAPTER HEADINGS FOR REPORT...........................................................................5
PLAN...............................................................................................................................................6
REFERENCES................................................................................................................................7

PROPOSAL SUMMARY
Background of study
Digital marketing is the tool of circulating information about products and services of
company via internet or computer networks. In recent era electronic technologies have changed
business models and supported in generating high revenues. Use of digital marketing tactics play
significant role in organisation (Impact of digital marketing on consumer behaviour, 2016). It
supports in enhancing awareness of consumers, raising their engagement. Advancement in
technologies has helped in building strong relationship with buyers and identifying their needs
and requirements. Undertaking these measures will helps an organisation in offering products
and services as per their expectations.
There are many firms that offer similar goods to buyers, people search for same items and
compare all brands before making final decision. Digital world has made person impulsive now
they want immediate services. All these tactics have empowered users and have changed their
buying behaviour significantly. Marketing activities by using social networking sites, mobile
applications etc. have supported firms in interacting with consumers directly (Digital marketing
impact on the consumer decision making process in Nike’s customer retail operations in South
Africa, 2016). Now-a-days markets target young people first because they use such kind of
technologies and buy products online. By using Facebook, Twitters companies can circulate
important information and new updates to end users immediately and can receive their reaction
as well. This supports in influencing their buying behaviour and making them positive towards
the brand. If entity is able to interact with buyers well and able to fulfil their requirements, then it
will help firm in making them loyal towards brand. Online advertisements support enterprises in
attracting new consumers and dealing with global customers. This gives opportunities to
organisation in expanding their operations across the world (Stephen, 2016).
Present study is based on Nike Inc, it is a multinational company that provides athletic
footwear and recreational products to consumers. Company has many retail stores across the
world and are dealing with clients on an international level . In order to run its business
successfully company is required to offer goods and services to buyers as per their requirements.
Technologies can support the firm in identifying requirements of people and offering them same
items. This can make them positive towards the brand and can help the firm in retaining
customers in organisation for longer duration. The enterprise has been implementing traditional
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marketing tactics such as print media etc. that is why it is unable to gain competitive advantage.
To overcome the situation, use of digital marketing will be considered so as to achieve
competitive advantage in the sportswear industry.
Current research will shed light on importance of online advertisement to attract large
number of consumers. Furthermore, it will explain correlation between buying behaviour and
digital marketing. Study will describe research methods that would be used to accomplish this
investigation effectively and getting positive outcome.
LITERATURE REVIEW
As per the view of Lamberton and Stephen, (2016) digital marketing is considered as one of
the most essential element that supports companies in building positive relationship with buyers.
In the recent era people uses Facebook, Twitter frequently. Technologies have influenced their
daily life and buying behaviour to great extent. Consumers watch online advertisement and pay
attention to such kind of information. This enhances their awareness and aids them in making
their purchase decision. Ramprathap and et.al, (2017) argued that there is strong relationship
between online advertisement and consumer buying behaviour. In the modern era clients need
variety, they become loyal towards the brand that offers them wide range of high quality
products and services. Through technologies companies can connect with buyers easily and can
offer them range of items easily. This influences decision of clients and they can make their
mind to buy particular product.
According to Mahalaxmi and Ranjith, (2016) internet marketing is considered as simple
process of developing healthy relationship with buyers. Development of internet and
technologies has opened new opportunities for business to market their products and services. By
this way companies can reach to mass audience in less time and can convey information about
products and services to them. 3D images, video presentations attract people towards the brand
and consumers make mind to buy items (Jain, Ahuja and Medury, 2015). There are many retail
firms that are applying traditional marketing tactics. But these efforts are unable to gain attention
of people as people have started spending more time on the digital platforms. There are many
consumers those who provide feedback relating to the product or service which has been
consumed by them. By viewing such comments other buyers make their mind and make
purchase decision. This is the way that influences the behaviour of customers frequently. This
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assists business in increasing sales of the firma and generating more revenues in organisation
(Chakraborty and Bhat, 2018).
OBJECTIVES
 To investigate about role of digital marketing on consumer behaviour.
 To analyze importance of online advertisement to attract large number of
consumers.
 To study about the correlation between buying behaviour and digital marketing.
PROJECT OUTCOME
Present dissertation will be able to find out importance of digital marketing in order to
influence consumer behaviour (Russo and Simeone, 2017). Furthermore, results will show how
can retail firm can increase satisfaction of buyers and can increase sales of business. This will
help in finding answers of suitable digital marketing tactics that can help in gaining attention of
mass audience.
Researcher will give recommendations through this Nike firm can gain attention of public
and can enhance its revenues as well.
PROJECT RATIONALE
Scholar has huge interest in technologies thus; this is an interesting area for the
researcher. Individual has worked in a retail shop for longer duration and have knowledge about
how use of online marketing tactics influence consumers buying behaviour. This interest and
experience will help the person in finding actual results and accomplishing this investigation in
efficient manner. Furthermore, sales of retail shops are decreasing day-by-day that is the major
issue in front of Nike as well. Thus, conducting research on effects of digital marketing tactics on
purchase decision of consumers would help in finding ways to increase sales of companies and
gaining competitive advantage as well.
KEY QUESTIONS
 What role plays by digital marketing?
 How use of online advertisement is helpful in attracting large number of consumers?
 How digital marketing can influence decision and buying behaviour of consumers of
Nike Inc?
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RESEARCH METHODS
Research methodology can be defined as theoretical analysis tool that assists scholar in
finding relevant facts about topic and answering research questions. In the current study on
effects of digital technologies on consumer behaviour investigator will apply interpretivism
philosophy (Mackey and Gass, 2015). This would support in interpreting elements and involving
participants in study in order to find out real facts about subject matter. This methodology will
aid in understanding human perspective about online advertisements an finding subjecting detail
about subject matter. Furthermore, scholar will use inductive research approach. It assists in
observing facts and describing actual picture of studied material. As scholar will carry out
research by using qualitative strategy thus, use of theories and models will support in finding
actual facts and answering research questions.
Furthermore, investigator will gather information by using primary data collection
sources (Flick, 2015). Researcher will use questionnaire as a tool to collect appropriate
information on the subject matter. This is the way would help the scholar in gathering current
information related to topic. Data analysis is most important part of research methodology. This
supports scholar in analysing facts and reaching to end results. If researcher is unable to analysis
details in efficient manner then it would create problem for the person in answering research
questions. There are two main types of analysis techniques thematic and statistical analysis tool.
As present study will be based on qualitative strategy thus, individual will use thematic analysis
tool for analysing these details. This would be best suitable for the topic because by this way
researcher would be able to prepare themes and will be able to present data in efficient manger
by using graphs and charts. If scholar applies statistical tools then individual will have to perform
complex calculation thus, use of thematic analysis technique would be best suitable method for
identifying effects of digital marketing on consumer behaviour (Russo and Simeone, 2017).
In addition, investigator will use random sampling technique for selecting respondents.
This method would help in minimising biasses and gathering real facts related to subject matter.
Researcher will follow ethical principles carefully and will not perform any task that is against
ethics (Mackey and Gass, 2015). This will support in answering research questions and
generating positive results.
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PRIMARY AND SECONDARY DATA SOURCES
Data collection is most important part of dissertation, this supports in raising understanding
of scholar about topic and answering research questions as well. Primary data collection sources
are considered as tool that helps the person in gathering real facts related to subject matter. This
supports scholar in collecting information special for given topic. This helps in finding real facts
(Jain, Ahuja and Medury, 2015). This is original data thus, accuracy of such details are quite
high. This supports in getting realistic view of topic and answering research problems
accordingly. Interview, questionnaire, survey, observations etc. are various primary data
collection sources. On other hand secondary data collection is another source that supports
investigator in developing understanding of researcher quickly. There are many authors those
who have conducted study on same topic with different purpose. Scholar can use this
information for developing their knowledge such methods supports in gaining in-sight detail of
subject matter (Lamberton and Stephen, 2016). Books, Journals, Internet articles etc. are
secondary data collection sources,
In the present study on effects of digital technologies on consumer behaviour researcher
will apply primary and secondary both data collection sources. By this way individual will be
able to find out realistic details about subject matter.
DRAFT CHAPTER HEADINGS FOR REPORT
The dissertation will include following chapters:
Chapter 1 introduction: In this researcher scholar will give brief overview of topic and will
define aim and objective of the study. Rationale, significance of investigation will be described
in this section.
Chapter 2: Literature review: This would be next part in which researcher will review previous
literatures in order to develop understanding about effects of digital marketing on consumer
behaviour.
Chapter 3: Research methodology: This part would be related with various tools and techniques
that would help scholar in conducting investigation in appropriate manner.
Chapter 4: Data analysis: All the collected information will be analysed in this section and
results will be generated.
Chapter 5: Discussion: Study will discuss on relevant facts and figures that have been used in
second and fourth chapters.
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Chapter 6 conclusion and recommendation: This would be last section that would give
summary of entire dissertation and will give recommendations through which entity can make
consumers positive towards brand.
PLAN
Activities Week
1
Week2 Week
3
Week
4
Week
5
Week
6
Week
7
Week 8
Selection
of topic
Set aim
and
objectives
Reviewing
literatures
Collection
of data by
using
primary
and
secondary
sources
Data
analysis
Discussion
Drawing
conclusion
Edition
and final
submission
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REFERENCES
Books and Journals
Chakraborty, U. and Bhat, S., 2018. The Effects of Credible Online Reviews on Brand Equity
Dimensions and Its Consequence on Consumer Behavior. Journal of Promotion
Management. 24(1). pp.57-82.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Jain, N., Ahuja, V. and Medury, Y., 2015. E-Marketing and Online Consumer Behavior. In
Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications
(pp. 2044-2059). IGI Global.
Lamberton, C. and Stephen, A. T., 2016. A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing. 80(6). pp.146-172.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
Mahalaxmi, K. R. and Ranjith, P., 2016. A Study on Impact of Digital Marketing in Customer
Purchase Decision in Trichy. International Journal for Innovative Research in Science &
Technology. 10,. pp.332-338.
Ramprathap, K. and et.al., 2017. The impact of social media marketing on consumer behavior
and brand.
Russo, C. and Simeone, M., 2017. The growing influence of social and digital media: Impact on
consumer choice and market equilibrium. British Food Journal. 119(8). pp.1766-1780.
Stephen, A. T., 2016. The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology. 10. pp.17-21.
Online
Digital marketing impact on the consumer decision making process in Nike’s customer retail
operations in South Africa. 2016. [Online]. Available through <
https://repository.up.ac.za/bitstream/handle/2263/59756/Reddy_Digital_2017.pdf?
sequence=1>
Impact of digital marketing on consumer behaviour. 2016. [Online]. Available through <
http://imetglobal.com/blog/2016/08/26/impact-digital-marketing-consumer-behavior/ >
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