A Study: Digital Media Marketing Impact on Coop (Italy) Consumers

This research proposal investigates the impact of digital media marketing (DMM) on consumer buying behavior, using Coop (Italy) as a case study. The introduction highlights the increasing importance of DMM in influencing consumer decisions, especially in the context of online interactions. The literature review explores key terms, models, and past research related to DMM and consumer behavior, including the influence of social media, DMM strategies, and their effects on purchasing intentions. The research methodology section outlines the use of a positivist philosophy and a deductive approach to examine the research questions, which include the conceptual knowledge of DMM, its impact on consumer buying decisions at Coop (Italy), factors influencing these decisions, and DMM approaches to enhance buying decisions. The proposal aims to identify the effect of DMM on consumer buying decisions, how DMM assists consumers, and to suggest strategies for improving consumer behavior. The proposal includes a clear structure with an introduction, literature review, research design and methodology, ethical considerations, and a timescale for completion. It also includes a hypothesis, research questions, aims, and objectives to guide the study. The proposal suggests that DMM significantly influences consumer behavior and provides a foundation for understanding the role of digital marketing in the retail sector, specifically within Coop (Italy).

Running head: RESEARCH
"A study on the impact of digital media marketing on consumer buying behaviour: A case
study of Coop (Italy)”

RESEARCH 2
Table of Contents
1. Introduction:........................................................................................................... 3
2. Literature review:..................................................................................................... 5
3. Research Design and Methodology:..............................................................................9
4. Ethical Issues:....................................................................................................... 12
5. Timescale:........................................................................................................... 13
6. References:.......................................................................................................... 15
7. Appendix:............................................................................................................ 18

RESEARCH 3
1. Introduction:
In the context of digital marketing (DM), comprehending consumer behaviour is significant
related to achievement of marketing since consumers have incorporated for utilizing the
internet as well as, online socializing tool. In the current business condition of Coop (Italy), a
consumer is highly persuaded through DM. There are high number of users in DM that are
persuaded through several companies to communicate with several companies for interacting
with possible consumers as well as, analyses their requirements in an effective e-
communication environment (Makwana, Sharma, and Pathak, 2019).
In addition to this, the attitude of the consumer is influenced by several psycho-social
characteristics. These are related to brand image, payment tool, purchasing motives, branding
of the firm as well as, a statistical variable related to accessibility as well as, digital marketing
about the online portal message. Furthermore, sorts of digital communication are associated
with e-stores (Hamid, et. al., 2020). Therefore, this investigation is used to emphasize on
effect of DM on purchasing behaviour of consumers towards Coop (Italy).
Higher presence of internet has offered the opportunity to an individual to use DM from
email to Facebook, Twitter, as well as, LinkedIn and to interact without the need for physical
meetings. It is applied by the use of web 2.0. It is an innovative advancement that has
changed internet for social environment by introducing DM where, a person can interact and
develops the online content (Alam, Wang, and Waheed, 2019).
A consumer is persuaded through different psychological characteristics. These
characteristics are income, purchase drive, and demographic variables such as disposable
income, age as well as, sex, brand together with, firm availability, payment technique, and
online and physical stores. Under this investigation, reader can comprehend effect of DM
marketing on the purchasing behaviour of consumers towards Coop (Italy) (Malik, 2017).
Research problem and questions

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Research issue in DMM has an effect on buying behaviour of consumer regarding Coop
(Italy). Because digital technology facilitates strength to consumers in order to address
product features with respect to evaluating the favourable as well as, unfavourable review of
products. There are some investigations on role of DM on purchasing behaviour of
consumers. It is identified that some factors could influence the consumer’s attitude related to
Coop (Italy) like product features, price, quality and characteristics of products, and brand
loyalty (De Pelsmacker, Van Tilburg, and Holthof, 2018). Moreover, primary question here is
“does digital media marketing effects on the purchasing behaviour of consumers in the
current technologically advanced atmosphere of Coop (Italy)”.
Company background
Coop Italia is a leading retain company in Italy. Its turnover is about 13,2 Bln Euros as well
as market share is 18.1%. Furthermore, Coop system relies on 7.4 million of customer. Its
multi-format structure involves 100 hypermarkets as well as, over 1.400 supermarkets,
discount stores, together with, convenience. It has another 55 new openings planned earlier in
2013 (Coop Italia, 2020).
Research Hypothesis
H0: There is no significant relationship between DM marketing as well as, consumer
purchasing behaviour of Coop (Italy).
H1: There is significant association between DM marketing as well as, consumer purchasing
behaviour of Coop (Italy)
Research questions
RQ1: What is conceptual knowledge related to DM marketing?
RQ2: How DM marketing has an impact on buying decision of consumers regarding Coop
(Italy)?

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RQ3: What are factors that could influence buying decision of consumers regarding Coop
(Italy)?
RQ4: Which DM marketing approach can be implemented to enhance buying decision of
consumers of Coop (Italy)?
Research aim
The research aims to identify effect of DM marketing on the buying decisions of consumers
about Coop (Italy). It identifies how DMM assists consumers in buying decision-related to
Coop (Italy).
Research objectives:
RO1: To illustrate DMM and buying behaviour of consumer
RO2: To identify effect of DMM in buying decisions of consumers concerning Coop
(Italy).
RO3: To address the factors that could influence consumer buying with regards to Coop
(Italy).
RO4: To suggest DMM approaches for influencing purchasing decision of consumers
concerning Coop (Italy).
2. Literature review:
Key terms and features associated with DM
Kannan (2017) opined that digital media marketing is term that can be executed to endorse
the products and services. This technology can be created by the internet that focuses on
digital display signage, mobile system, smartphones, promotion, and another mode of DM. It
can be effective in terms of influencing consumer buying behaviour and arriving at high
number of consumers.
On the other side, Jenefa (2017) asserted that consumer purchasing behaviour is a
combination of attitude, intentions, preferences as well as, consumer decisions in an

RESEARCH 6
environment when purchasing products and services. The research of consumer purchasing
behaviour is created through disciplines of social science like economics, psychology,
anthropology, and sociology.
Roy and Joseph (2020) stated that the investigation about consumer behaviour is effective for
marketers concerning identifying and expecting the purchasing behaviour of consumers while
they are purchasing the products. The research about consumer purchasing behaviour is
effective for marketers to not only understand what a consumer is buying however it is
effective to understand why they purchase it.
Past review related to theories/models
As per the opinion of Arekar et al. (2019), the economic model evaluates that buying
expectation of consumer emphasizes on opinions associated with strategy to create economic
value, benefits, as well as, cost significance for products. On the other side, Stephen (2016)
illustrated that another model is a learning model where, behaviour of consumer purchasing
emphasizing on views that consumer attitude is persuaded by need of satisfaction as well as,
learning. Besides this, consumers have a larger inclination in terms of purchasing products
that will meet the requirements and wishes without struggles.
Gupta Agarwa and Chauhan (2018) illustrated that the Howard Sheth model is a renowned
model associated with consumer purchasing behaviour. This tool emphasizes concepts
concerning motivating the response and exhibiting the choices of consumer purchasing over
the time. It emphasizes on different components such as output variables, input variables,
hypothetical, constructs, and exogenous variables.
critical review related to recent as well as, past empirical investigations
Past research Syazali et al. (2019) demonstrates that in digital times, there are a large number
of customers who practice DM in their daily activities with aim of several reasons as well as,
mediums. Moreover, several consumers have a requirement to keep continuous associations

RESEARCH 7
and updates to partners, relatives, friends as well as, peers. DM is significant to keep a
relationship among online customers. It can be effective to keep contact to other persons and
offering social supports together with, critical understanding.
Rahman et al. (2018) evaluated that according to a social perspective, digital marketing
affects buyers and their effect on objectives associated with online purchasing. In existing
situation, web-based firms as well as, internet could be used in digital marketing. In this
context, the firm could provide added value to consumers because it provides the power to
effectively interact with possible customers. It is addressed that by using online networking, a
company can make direct liaison to consumers. Digital marketing could significantly
influence the recognition and practices of consumers. It can obtain the critical concept of
developing differentiate company.
Impact of DMM on purchasing intention of consumer
According to Al-Salamin and Al-Hassan (2016), key principle of social media is
communication that dynamically takes place. It is two-way channels that have persuaded to
transparency as well as, accessibility between data in a positive way. Digital media makes a
competent two-way flow of data and plays significant role in sending, receiving as well as,
exchanging data with no hurdles. Since communication flow does not develop an impact on
firms concerning evaluating the targeted groups and influences at the time of the whole
decision procedure from construing message, finding available substitutes and deeds
performed after buy. Therefore, it is effective concerning denoting that misinterpretation,
miscomprehension, and message rejection are potential drawbacks concerning
communication flow.
On the other side, Ahmed et al. (2017) asserted that concerning digital media marketing, a
key threat to brand and firm is to hand over control on content and frequency associated with
data. However, it can be effective for marketers concerning addressing those reviews as well

RESEARCH 8
as, thoughts because user-generated content could be used to create the transparency for the
firm.
DMM strategies for improving CBB
Rahman et al. (2018) evaluated that digital media marketing can be significantly
implemented to enhance the purchasing behaviour of consumers. It could improve search
ranking and develops a lead in the context of the firm. It can be created through effective
leadership, which is supportive to increase the revenues.
On the other side, Ahmed et al. (2017) evaluated that digital media could choose a feasible
social media marketing channel and then develops strategy associated with it. Because a firm
can get higher attainment through the use of Twitter however it does not indicate that it could
get the same attainment through it in potential time. When possible, customers will be on
Facebook, then this platform should be highly focused. Along with this, the firm can target
LinkedIn to create a specialised system.
Al-Salamin and Al-Hassan (2016) addressed that search engine optimization not only
increases the traffic on the websites but also creates the confidence. A website ranks could be
higher by improving search ranks. In this way, the company can focus on keywords related to
products and services that a potential consumer could use for searching products and services.
It could aid to enhance the goodwill of the company.
In contrast to this, Syazali et al. (2019) evaluated that while a firm develops the content
approach for several phases associated with buyer journey then attractive content could be
created for targeted consumers that can influence them. It could also create trust and
increases the adaption rates. It will support in increasing the transparency for brand and
support for creating a long-term relationship with customers. It also improves the awareness
and recognition of the brand together, creates the trustworthiness and reliability.

RESEARCH 9
3. Research Design and Methodology:
A research methodology is an assessment technique that is implemented for completing the
purpose of the investigation. This research would focus on different approaches, purposes, as
well as, strategies that will be effective to acquire information associated with the research
issue. These tools are significant to collect valid information related to research issue. This
chapter can be beneficial to collect the deep data concerning investigation concern (Quinlan,
et. al., 2019).
Research Philosophy
In the context of an investigation, research philosophy can create a deep understanding
regarding research concerns. It could also guide the researcher to significantly conduct the
investigation. It will assist in achieving the purpose of the investigation. This technique can
classify researchers into several parts such as realism, interpretivism, and positivism
philosophy. It could be used according to investigation nature. Under this, an investigator
would use the positivist philosophy that develops fact-based data related to investigation
concern (Gray, 2019).
To perform the study, positivism research philosophy is executed through the investigator
caused by developing a hypothesis of investigation. It will be effective in terms of attaining
the task of the company. It will support the research scholar to investigate consistent and
effective conclusion that is associated with role of DM in influencing behaviour of consumers
(Snyder, 2019). In contrast to this, it is illustrated that realism as well as, interpretivism
philosophy would be focused through investigators since there is no requirement to create the
theory according to current sources. It will affect the overall outcome of the research (Reilly
and Jones III, 2017).
Research Approach

RESEARCH 10
Investigation generally involves different types of approaches during conducting this research
such as deductive and inductive approach. Under this, the investigator would use a deductive
approach rather than emphasizing on inductive approach. Since, this approach would support
to gain the understanding regarding objectives that will be significant to attain the purpose of
the investigation (Taherdoost, 2017).
From using this research approach, an investigator would be competent in collecting valid
and reliable results. In contrast to this, it is identified that a deductive approach would support
an investigator to create the theory according to current sources that can be quite complicated
as well as unreliable. Therefore, this technique would not be used by an investigator. The
deductive approach will support to get a biased outcome concerning investigation concern
(Cuervo‐Cazurra, et. al., 2017).
Research design
To conduct this investigation, investigator will use mixed research design as it will permit to
focus on the benefits of both quantitative and qualitative data-gathering techniques. It will aid
to create the information with regards to investigation topic. Moreover, choice of research
design has relied on different kinds of nature of research investigation.
But mixed research design can permit to get quantitative and qualitative data (Bell, Bryman,
and Harley, 2018).
This technique is significant to obtain theoretical and factual information related to the
investigation issue. Under this, a qualitative technique can be significant to develop an
association between digital marketing and consumer behaviour. This tool creates competent
to an investigator concerning elimination limitations and barriers of investigation. But this
research design would be relied on developing conceptual data and improves the practiced
knowledge about impact of DM in changing attitudes of consumers towards purchasing
products and services (Daniel, 2019).

RESEARCH 11
Data collection techniques
To conduct this research, a researcher has executed both secondary as well as, primary data
collection tool. It would permit to obtain theoretical and factual data with regards to the
research issue. Besides, primary information will be collected by survey questionnaire while
secondary information would be collected by considering different existing sources like
magazines, journal articles, textbooks, and online sites (Cuervo‐Cazurra, et. al., 2017).
It will be effective to acquire information by using an appropriate tool. It would also aid to
create feasible information related to the research concern. Moreover, primary data will be
significant to obtain views and perceptions of respondents in the context of impact of DMM
on buying behaviour of consumers concerning Coop (Italy) (Taherdoost, 2017).
Data analysis
A researcher would analyse the data after collecting the data and it is the next stage of data
gathering. In this way, a researcher would select the technique that would help in analysing
the captured data and supports to reach a reliable conclusion. An investigator will use the
statistical data analysing technique to analyse the quantitative information. Furthermore,
SPSS and Ms-excel software will be implemented to represent information through graphs,
charts, and tables as well as, aids to understand it in a meaningful manner. This technique
will permit to achieve the investigation concern (Snyder, 2019).
Sampling method
In the context of this research, the probability sampling tool would be applied by researcher
to facilitate equal opportunities to participants. In such a manner, a simple random sampling
tool would be executed by investigator concerning randomly selecting the respondents. It is
effective tools concerning choosing samples associated with populations because of several
intentions. In such method, each member of population would be equally selected as a part of
sample (Gray, 2019).

RESEARCH 12
The main reason of using simple random sampling is that it reduces the partiality through
selection procedures of samples. A simple random sampling method is selected for choosing
a higher sample size. In the context of this research, 100 customers will be selected from
diverse geographical fields of Italy who purchases products from Coop (Italy). It is effective
to gather the views of respondents associated with the investigation issue.
4. Ethical Issues:
Concerning this investigation, ethical consideration will be used by researcher for achieving
each activity of investigation in an ethical way. Research could face some ethical restrictions
like breaches associated with the copyright act, distribution of data, and plagiarism
concerning secondary data collection. A researcher will take prior permission through chosen
customers to gather primary information associated with research concerns (Quinlan, et. al.,
2019).
By using this, a researcher will be able to capture the information by respondents in depth. It
can be effective for the researcher concerning obtaining the reliability of data. A researcher
will create strategies concerning keeping the confidentiality regarding participants and
ensures that their information would not be distributed at the time as well as, after
investigation completion (Reilly and Jones III, 2017). Following ethical consideration would
be used by the researcher:
General data protection rights: This right would be executed through researcher for
keeping privacy about confidential information that is offered by respondents.
Plagiarism: A research scholar would not copy-paste to any research content.
Anonymity: Targeted respondents will not be recognised for their views that they offered to
research scholars concerning impact of DMM on buying behaviour of consumers concerning
Coop (Italy).

RESEARCH 13
Confidentiality: Information that would be collected through participants will not be
disseminated to anyone (Taherdoost, 2017).
Consent: As per the ethical norms, participants will not be pressurized to respond within
research study (Snyder, 2019).
5. Timescale:
Activities Week 1
to week
2
Week 2
to week
3
Week 4
to Week
5
Week 5
to week
6
Week 7
to week
8
Week 9
to week
10
Week 11
to week
12
Choosing
topic as
well as,
developing
research
objectives
Illustrating
the
questions
Reviewing
to the
literature
Selection
of research
techniques
Collection
of data

RESEARCH 14
Analysis
of data and
findings
Report
writing
Final
submission
According to above Gantt chart, it could be evaluated that data gathering would take a longer
time rather than completing the other research activities.

RESEARCH 15
6. References:
Ahmed, Z., Su, L., Rafique, K., Khan, S.Z. and Jamil, S., 2017. A study on the factors
affecting consumer buying behavior towards online shopping in Pakistan. Journal of Asian
Business Strategy, 7(2), p.44.
Alam, M.S.A., Wang, D. and Waheed, A., 2019. Impact of Digital Marketing on Consumers'
Impulsive Online Buying Tendencies With Intervening Effect of Gender and Education: B2C
Emerging Promotional Tools. International Journal of Enterprise Information Systems
(IJEIS), 15(3), pp.44-59.
Al-Salamin, H. and Al-Hassan, E., 2016. The impact of pricing on consumer buying behavior
in Saudi Arabia: Al-Hassa case study. European Journal of Business and
Management, 8(12), pp.62-73.
Arekar, K., Jain, R., Kumar, S. and Ayarekar, S.K., 2019. The Impact of Social Media Sites
on the Effectiveness of Consumer Buying Behavior for Electronics Goods-A Study in
India. Electronic Journal of Information Systems Evaluation, 21(2).
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university
press.
Coop Italia. 2020. About us. [Online]. Available at:
https://www.bloomberg.com/profile/company/4231933Z:IM (Accessed: 30 March 2020).
Cuervo‐Cazurra, A., Mudambi, R., Pedersen, T. and Piscitello, L., 2017. Research
methodology in global strategy research. Global Strategy Journal, 7(3), pp.233-240.
Daniel, B.K., 2019. Improving the Pedagogy of Research Methodology through Learning
Analytics. Electronic Journal of Business Research Methods, 17(1).
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies,
online reviews, and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.

RESEARCH 16
Gray, D.E., 2019. Doing research in the business world. Sage Publications Limited.
Gupta, S., Agarwa, A.K. and Chauhan, A.K., 2018. Social media and its impact on
consumers' buying behavior with special reference to the apparel industry in the Bareilly
region. SMART Journal of Business Management Studies, 14(2), pp.17-23.
Hamid, M., Ullah, I., Perumal, R.K. and Chan, B., 2020. Impact of Social Media Advertising
on Consumer Buying Behaviour towards Cosmetic Products among Female Students in Asia
Pacific University, Malaysia. TEST Engineering & Management, 82, pp.974-986.
Jenefa, L., 2017. Impact of digital advertisement on garments buying behavior. International
Journal of Transformation in Operational & Marketing Management [ISSN: 2581-4842
(online)], 1(1).
Kannan, P.K., 2017. Digital marketing: A framework, review, and research
agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
Makwana, K., Sharma, P. and Pathak, A., 2019. Impact of Digital Marketing on Consumer
Buying Behavior-A Comparative Study on the Gender Basis. Journal of the Gujarat
Research Society, 21(16), pp.478-490.
Malik, R., 2017. Impact of Digital Marketing on Youth Buying Behaviour at Big Bazaar in
Udupi. International Journal for Innovative Research in Science & Technology (IJIRST), 3.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South-
Western Cengage.
Rahman, M.A., Islam, M.A., Esha, B.H., Sultana, N. and Chakravorty, S., 2018. Consumer
buying behavior towards online shopping: An empirical study on Dhaka city,
Bangladesh. Cogent Business & Management, 5(1), p.1514940.
Reilly, T.M. and Jones III, R., 2017. Mixed methodology in family business research: Past
accomplishments and perspectives for the future. Journal of Family Business Strategy, 8(3),
pp.185-195.

RESEARCH 17
Roy, S. and Joseph, D., 2020. Traveler Decision Making in Online vs. Offline Buying
Behavior: A Contrasting Perspective. In Digital Marketing Strategies for Tourism,
Hospitality, and Airline Industries (pp. 23-48). IGI Global.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of Business Research, 104, pp.333-339.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Syazali, M., Putra, F., Rinaldi, A., Utami, L., Widayanti, W., Umam, R. and Jermsittiparsert,
K., 2019. Partial correlation analysis using multiple linear regression: Impact on the business
environment of digital marketing interest in the era of industrial revolution 4.0. Management
Science Letters, 9(11), pp.1875-1886.
Taherdoost, H., 2017. Measurement and Scaling Techniques in Research Methodology;
Survey/Questionnaire Development. International Journal of Academic Research in
Management., 6(1), pp.1-5.

RESEARCH 18
7. Appendix:
Activities Week 1
to week
2
Week 2
to week
3
Week 4
to Week
5
Week 5
to week
6
Week 7
to week
8
Week 9
to week
10
Week 11
to week
12
Choosing
topic as
well as,
developing
research
objectives
Illustrating
the
questions
Reviewing
to the
literature
Selection
of research
techniques
Collection
of data
Analysis
of data and
findings
Report

RESEARCH 19
writing
Final
submission