A Critical Analysis: Digital Marketing & Consumer Behavior

This research project critically analyzes the impact of digital marketing on consumer behavior. It begins with an introduction outlining the background, aims, and objectives, which include examining consumer awareness of digital marketing, analyzing its influence on purchasing decisions, and recomm...Read More

Running head: DESIGNING RESEARCH PROJECT
A critical analysis on how digital marketing can affect Consumer Behavior
Name of the University:
Name of the Student:
Author Note:

1DESIGING RESEARCH PROJECT
Table of Contents
1. Introduction.........................................................................................................................2
1.1. Background..................................................................................................................2
1.2. Aims............................................................................................................................3
1.3. Objectives....................................................................................................................3
2. Literature Review...............................................................................................................3
3. Conceptual Framework.......................................................................................................6
4. Proposed Methods of Research...........................................................................................6
4.1. Research Hypothesis...................................................................................................6
4.2. Philosophical approach of Research............................................................................6
4.3. Research Logic............................................................................................................7
4.4. Research Method.........................................................................................................8
4.5. Data Collection Methods.............................................................................................9
4.6. Data Analysis.............................................................................................................11
4.7. Anticipated Challenges and Limitations...................................................................11
4.8. Ethical and Professional Issues.................................................................................11
5. Research Timetable...........................................................................................................13
6. References.........................................................................................................................14

2DESIGING RESEARCH PROJECT
1. Introduction
1.1. Background
Digital marketing is a process of creating, communicating, delivering and exchanging
the aid that holds value among the consumers, clients and society at large. In simpler terms,
digital marketing is the way of satisfying the consumers’ needs and demands. Digital
marketing involves the usage of several channels like social media, multimedia advertising,
websites, online search engine advertisement, interactive marketing, e-marketing and many
more, for reaching the desired target audience (Ashley and Tuten 2015). It is considered as a
new form of marketing tactic which provides the companies with new opportunities for doing
businesses.
For this research, the topic “Digital marketing and its impact on consumer behavior”
will be chosen. Marketing activities conducted through the digital channels help the
advertisers to communicate with their potential consumers directly and from any part of the
world. It has enabled the advertisers to cut through the mess and directly interact with their
consumers. This particular trend of direct advertisement and one-on-one marketing helps the
advertisers to connect directly with the consumers and solve their issues, effectively. On
considering the various forms of digital channels, the current development is the mobile
marketing. The mobile marketing is considered to be one of the fastest growing markets
because of increasing middle income consumers (Stephen 2016). A thorough research on the
digital channels of advertisement would greatly impact the way a business is done.
The widespread use and development of internet technologies have helped in
transforming the way society communicates in their professional and daily lives. The
emergence of the new communication tools is one of the major indicators in this

3DESIGING RESEARCH PROJECT
transformation. The new communication tools are emerging along with the technological
development, which is called the digital marketing. On discussing about the channels of the
digital world, the first things that come in mind are Twitter, Instagram and most importantly
Facebook and other similar social networking sites. These sites and other virtual platforms
like websites, search engines and micro blogs are being used for marketing purposes
(Solomon, Russell Bennett and Previte 2012). Therefore, with the advent of digital media,
communicating and interacting with the target consumers have become very easy.
1.2. Aims
The research aims to throw light on how digital marketing can affect consumer
behavior.
1.3. Objectives
The objective of the study is;
 To examine the awareness of digital marketing among the target consumers.
 To analyze the influence of digital media over the purchasing decisions made by the
consumers.
 To find out how digital marketing can affect consumer behavior.
 To recommend how new companies can utilize digital marketing strategies in order to
succeed.
2. Literature Review
According to Ashley and Tuten (2015), the rapid growth of the web and social media
platforms has facilitated some changes within human behaviors and their way of interactions.
Behavioral changes of the consumers require the organizations to re-strategize their activities
of marketing on the digital platforms. The organizations should have an understanding on

4DESIGING RESEARCH PROJECT
how the digital media and the social media marketing affect the purchasing decisions of
target consumers. Along with these marketing factors, the organizations must also be aware
of the changing preferences of the consumers, their behaviors, beliefs and attitudes towards
particular products. In addition to this, Labrecque et al. (2013) mentioned that with the advent
of digital media, organizations now have different options for branding their products or
services.
Laroche, Habibi and Richard (2013) stated that social networking websites have
helped in developing consumer engagement opportunities and encouraged interaction with
the marketers. Moreover, applications for digital marketing techniques can be designed for
this purpose in order to engage with the consumers at any point of time and at any place. This
will help in informing, entertaining, providing insights and educating the consumers
regarding the brands. Apart than this, Mulhern (2013) examined that digital marketing
techniques also help in understanding the behavior of the consumers and their changing
preferences. This is because the marketers get to interact with the consumers directly. By
interacting directly, the marketers gain an idea regarding the changing preferences of the
customers and their behavior. Moreover, it also helps the marketers to solve their queries, if
any, and provide them with instant assistance. This make the consumers feel special and
valued.
According to Solomon, Russell Bennett and Previte (2012), due to these recent trends
of digital marketing and technological advancements, consumer behaviors and marketing
channels have observed a shift, which has highly impacted the consumers’ decision making
procedure, at the time of purchasing any product. Stephen (2016) examined that the
engagement of the consumers with some particular brands has changed and thus, the
organizations need to adopt few innovative marketing tactics or strategies in order to reach
them. The digital marketing media, which is considered to be a modern tool of marketing, has

5DESIGING RESEARCH PROJECT
so much to offer to the research fields. Along with the emergence of various online platforms,
the organizations should adopt innovative marketing strategies in order to reach out to their
target customers and benefit the business on the long run. In addition to this, the
organizations will also be able to gain competitive advantage in this aspect and compete with
their rivals.
Tiago and Veríssimo (2014) opined that consumers’ tolerance is reducing day by day
and at an alarming level. Consumer now a day wants faster response and that too, as clear as
possible. Digital media have made consumers impatient as they cannot wait over anything.
Watson, Mc Carthy and Rowley (2013) stated that digital media have impacted consumers’
behavior in a huge way. Moreover, it takes one viral tweet or comment to build or destroy the
rapport of an organization. Several platforms like Facebook, Twitter, Mouthshut, Quora and
more; are being utilized by the consumers to share their misfortunes, which they had faced
with the organization. Negativity has the power to attract people and it is simply human
psychology. Few users will post good comments or reviews regarding any product, on
Facebook or Twitter. Therefore, in order to tackle such crisis situations, the brands should
follow the Online Reputation Management Strategy.
According to Zaglia (2013), the biggest change in the consumers’ behavior is that the
consumers expect a personalized and consistent experience from their preferred brands. The
consumers expect as well as desire personalized messaging from their favorite brands.
Therefore, the marketers should realize this and connect with their target consumers at the
right time and at the right place, which also involve increased real time localization.
However, Solomon, Russell Bennett and Previte (2012) stated that modern customers are not
at all loyal consumers as their preferences change over time and they are variety seekers.
These days the consumers put more stress on the post purchasing experiences. To retain as

6DESIGING RESEARCH PROJECT
well as satisfy the consumers, services and products are coming in variants and also some
built in offers provides the customers with post purchase assistance.
3. Conceptual Framework
(Figure: Conceptual Framework
Source: As created by Author)
4. Proposed Methods of Research
4.1. Research Hypothesis
H1: There is influence of digital media over consumer behavior.
H0: There is no influence of digital media over consumer behavior.

7DESIGING RESEARCH PROJECT
4.2. Philosophical approach of Research
The research philosophy is considered for developing and analyzing the study in
detail. The area of research philosophy is vast and in business dissertations, the chapter
includes four major types of research philosophy. It is important to specify the type of
research philosophy in the study for gaining an understanding of the procedures. The types of
research philosophy are pragmatism, realism, interpretivism or positivism. Research
philosophy deals with various sources, development and nature of knowledge. In simpler
terms, the research philosophy can be considered as a belief about several ways by which the
data can be collected, used and analyzed (Neuman 2014).
According to Taylor, Bogdan and DeVault (2015), positivism research philosophy
assists in developing an in-depth analysis of the overall study. Interpretivism deals with the
entire management of functions and activities. On the contrary, realism is actually a mixed
approach of all the research philosophies.
Justification of the Chosen Philosophy
In this study positivism research philosophy will be utilized as it will ensure proper
investigation of the issues and help in presenting those in more critical and logical manner.
The positivism research philosophy helps in analyzing the materials and presenting those in a
logical way. It is mainly derived from the sensory experiences and the overall analysis is
based on logical facts. The other two research philosophies would get rejected because it
depends on each individual’s opinions or perceptions, which may vary.
4.3. Research Logic
Reasoning is the procedure of using the existing materials in order to draw
conclusions, construct explanations and make predictions as well. The three major types of
reasoning are deductive, inductive and abductive approach. During the research procedure,

8DESIGING RESEARCH PROJECT
deductive reasoning will be used to reach a logical and true conclusion. A second type of
reasoning is the inductive approach which makes broad generalizations from the specific
observations made in the research. The third type of reasoning is the abductive approach
which usually starts with incomplete set of the observations made and proceeds to the
possible explanation or description for the observations’ group (Mackey and Gass 2013).
Justification of the Chosen Research Logic
Deductive research approach will be utilized in order to form a valid reasoning. The
deductive reasoning will start out with a hypothesis, general statement, which will help in
examining the possibilities. In order to reach a logical or specific conclusion, the research
paper will use the deductive study approach by analyzing the existing materials. No new
theories will be formed and therefore, existing sources will be examined and analyzed
(Matthews and Ross 2014). The deductive reasoning will start with an assertion of the
general rule and proceed from there to reach a specific conclusion. Therefore, it can be said
that the deductive approach will help in making justified observations as well as expand the
implications (Lewis 2015). However, future predictions cannot be made in such approach.
4.4. Research Method
In this study, quantitative research method will be used and the research will focus on
both primary data as well as secondary data. The quantitative research is utilized in order to
quantify the problems in a way by generating data which can be further transformed into
usable statistical units. The primary data will be collected in the research study from various
sources like surveys, which will help in establishing the study further. Moreover, the
secondary sources like reviewing literatures, theses and existing articles will help in
establishing the report further. Both the types of research methods will be utilized for
carrying out this study.

9DESIGING RESEARCH PROJECT
Justification of the Chosen Research Method
The research paper will utilize the quantitative research method in order to quantify
the attitudes, behaviors and opinions from a relatively larger sample population. Moreover,
the quantitative research will use measurable data in order to formulate the facts as well as
uncover patterns in the overall research (Flick 2015). In addition to this, surveys will help in
gaining an understanding regarding consumer behavior due to digital media. Surveys will be
conducted among a group of individuals, who strictly follow digital media for their daily
activities. Furthermore, the quantitative data collection method is more structured than that of
qualitative data collection method.
4.5. Data Collection Methods
The research study will be depending on the collection of both the primary as well as
secondary data sources. The primary data will be gathered from various sources like surveys.
The secondary sources will consist of information that is available on the online platform.
Both the types of data will be utilized for conducting this particular research paper. A
research procedure includes both primary and secondary sources. The primary sources mainly
constitutes of the information that are being collected from the respondents of this research.
Primary data will come from surveys and questionnaires. Therefore, primary sources will
help in gathering some useful insights, which will establish the overall study.

10DESIGING RESEARCH PROJECT
Data Collection
Method
Primary Data
Collection Method
Secondary Data
Collection Method
(Figure: Data Collection Method
Source: Brinkmann 2014)
On the contrary, Panneerselvam (2014) defined secondary sources as those of which
are published in several books, blogs, journals, websites or others. The researcher will collect
both primary and secondary data in order to establish the report. The secondary data will be
collected from various observations, reading relevant journals and gathering information
from relevant websites. In addition to this, the secondary data will also help the researcher to
come across relevant concepts regarding the topic. Moreover, it will help in gaining clear
understanding regarding the impact of digital media on consumer behavior, their perceptions
and opinions.
Justification of the Chosen Data Collection Methods
For this research study, the researcher will be collecting primary data from the
consumers who use digital media to a huge extent. The researchers will be sending online
questionnaires to the consumers by using digital media. The primary data will help the
researcher for investigating the topic and gaining in-depth insights. Primary data will prove to
be beneficial for the overall research as the researcher will get to know what the customers

11DESIGING RESEARCH PROJECT
actually think of digital media and how their behavior is getting influenced. In addition to
this, the secondary sources of data collection will provide theoretical views on the research
topic (Neuman and Robson 2014).
4.6. Data Analysis
The sampling techniques which will be used for the research, consists of both the
probability as well as non-probability sampling technique. Other than this, the simple random
sampling will be utilized for the research paper for gaining a better understanding of the
research topic. However, it can be expected that around fifty employees will be asked to
participate in the online survey and twenty five of them will be men and the other half will be
women. Moreover, three managers from digital marketing will be asked to present their
views on this topic through conducting surveys, which will also provide useful insights.
Therefore, these techniques will help in establishing the research study.
4.7. Anticipated Challenges and Limitations
As per Choy (2014), there are certain limitations of a research paper, no matter how
well it is prepared or planned. The time frame always poses a great challenge while
conducting any research. It is seen as a big limitation, as the fear of deadline approach tends
to mar the importance of the paper. Moreover, unavailability of resources also challenges the
research study. In addition to this, the response collected from the respondents may not be
appealing enough for the whole study. Furthermore, problems may arise in gaining
permission from the managers for survey dates.
4.8. Ethical and Professional Issues
Each and every researcher needs to maintain some ethical and professional issues
while conducting the research procedure. According to Miller et al. (2012), the researcher
will have to maintain some privacy related to the unpublished information and data. In

12DESIGING RESEARCH PROJECT
addition to this, the researcher is not supposed to leak any personal information or details of
the survey respondents. Those data must not be published ever, without the consent of the
respondents. The researcher must be sure that those facts collected from the survey are never
utilized for unethical motives. Moreover, the researcher should take prior consent from those
respondents and should provide information which is necessary for the particular research
purpose.

13DESIGING RESEARCH PROJECT
5. Research Timetable
Main activities of the
research
Month
August
Month
September
Month
October
Month
November
Month
December
Month
January
Selection of the Topic 
Collection of data from
secondary sources
 
Framing research layout 
Literature review   
Research Plan Formation  
Selection of Appropriate
Research Techniques
 
Primary data collection  
Analysis and
Interpretation of Data
Collection
 
Conclusion of the Study 
Formation of Draft 
Final Work Submission 
(Figure: Research Timetable
Source: Created by author)

14DESIGING RESEARCH PROJECT

15DESIGING RESEARCH PROJECT
6. References
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Brinkmann, S., 2014. Survey. In Encyclopedia of critical psychology (pp. 1008-1010).
Springer New York.
Choy, L.T., 2014. The strengths and weaknesses of research methodology: Comparison and
complimentary between qualitative and quantitative approaches. IOSR Journal of Humanities
and Social Science, 19(4), pp.99-104.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Labrecque, L.I., vor dem Esche, J., Mathwick, C., Novak, T.P. and Hofacker, C.F., 2013.
Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4),
pp.257-269.
Laroche, M., Habibi, M.R. and Richard, M.O., 2013. To be or not to be in social media: How
brand loyalty is affected by social media?. International Journal of Information
Management, 33(1), pp.76-82.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
Mackey, A. and Gass, S.M., 2013. Second language research: Methodology and design.
Routledge.
Matthews, B. and Ross, L., 2014. Research methods. Pearson Higher Ed.