This business research project investigates the impact of COVID-19 restrictions on online consumer buying behavior, with a specific focus on River Island. The report includes an introduction outlining the background, rationale, aims, objectives, and research questions. A critical literature review synthesizes existing research on the topic, examining factors influencing online consumer behavior during the pandemic, the relationship between online marketing and buying behavior, the effectiveness of River Island's online marketing mechanisms, and guidelines for improving online marketing. The methodology section details the research approach, strategy, timeframe, design focus, data collection, and analysis methods, along with limitations and ethical considerations. The report analyzes the collected data and discusses the findings in relation to the research questions. Finally, the conclusion summarizes the key findings and provides recommendations for River Island to enhance its online marketing strategies and adapt to changing consumer behaviors in the post-pandemic era. The report covers the impact of the pandemic on the fashion industry and the shift towards online shopping, as well as the importance of understanding consumer needs and adapting to new technologies.
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