BMP6001 Dissertation: Digital Media Strategies Impact on Starbucks

This dissertation investigates the influence of digital media strategies on customer behavior, focusing on Starbucks as a case study. The research employs quantitative methods, including surveys and questionnaire analysis, to gather primary data. Key findings reveal the significance of digital media and marketing strategies in shaping customer behavior and fostering competitive advantages for businesses like Starbucks. The study explores various digital media strategies used by Starbucks, the challenges faced in their implementation, and recommendations for optimizing these strategies to enhance customer engagement and brand loyalty. The research contributes to understanding the evolving landscape of digital marketing and its impact on consumer behavior within the context of a global brand.

TO ANALYSE THE IMPACT OF DIGITAL MEDIA
STRATEGIES ON BUYING BEHAVIOUR OF
CUSTOMERS. A STUDY ON STARBUCKS
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ABSTRACT
Main purpose of the current research is to analyse the impact of digital media strategies on
behaviour of customers. This is a main purpose that has been attained through different types of
research methodologies. These methodologies are quantitative research, survey, questionnaire
and many others. All these are main methods that helped researcher in accomplishment of
research aim and objectives effectively. Questionnaire has been developed for collecting primary
information about the topic that resulted in attainment of valid outcomes. Frequency distribution
analysis has been applied for evaluating quantitative data that turn to impacted in attaining aim
and objectives. Main findings of the current research are digital media and marketing strategies
are important for business organisation in changing customer behaviour towards the brand. Main
conclusion of the current investigation is changing customer behaviour helped business in
attainment of competitive advantages successfully.
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ACKNOWLEDGEMENTS
I would like to express my specific thanks to my supervisor who gave me an opportunity to
conduct research over an interesting topic i.e. To analyse the impact of digital media strategies
on behaviour of customers”. A study on Starbucks
Secondly, I would like to thankful to my family members and friends who gave me
appropriate guidance to complete research within given time and in effective manner.
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GLOSSARY
 Digital media strategies: Facebook, twitter, Instagram etc.
 Probability sampling: Helps in selecting larger sample for quantitative research
 Quantitative research: Helps in collecting numerical information
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Contents
ABSTRACT....................................................................................................................................2
ACKNOWLEDGEMENTS.............................................................................................................3
GLOSSARY....................................................................................................................................4
Contents...........................................................................................................................................5
LIST OF TABLES...........................................................................................................................7
LIST OF FIGURES.........................................................................................................................8
LIST OF APPENDICES..................................................................................................................9
1. INTRODUCTION.....................................................................................................................10
1.1 Overview of the topic..........................................................................................................10
1.2 Background of the Starbucks...............................................................................................10
1.3 Problem statement...............................................................................................................10
1.4 Research questions...............................................................................................................11
1.5 Research aim and objectives................................................................................................11
1.6 Rationale of the research.....................................................................................................11
1.7 Outline of the methodology.................................................................................................12
1.8 Chapter’s outline..................................................................................................................12
2. LITERATURE REVIEW..........................................................................................................13
2.1 What is the concept of digital media strategies and digital marketing strategy?.................13
2.2Which of the digital media strategies used in Starbucks to engage with customers?...........14
2.3 What challenges are being made by organisation in implementing of digital media strategy
...................................................................................................................................................16
2.4 Conclusion of the literature review......................................................................................17
3. RESEARCH METHODOLOGY..............................................................................................18
3.1 Research philosophy............................................................................................................18
3.2 Research approach...............................................................................................................18
3.3 Data collection:....................................................................................................................18
3.4 Research Strategy................................................................................................................19
3.5 Research Choice..................................................................................................................19
3.6 Sampling..............................................................................................................................20
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3.7 Ethical Consideration...........................................................................................................20
4. FINDINGS AND ANALYSIS..................................................................................................21
5. CONCLUSION AND RECOMMENDATIONS......................................................................34
Conclusion.................................................................................................................................34
Recommendations......................................................................................................................34
REFERENCES..............................................................................................................................36
APPENDIX....................................................................................................................................38
Blank questionnaire...................................................................................................................38
Questionnaire.............................................................................................................................38
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LIST OF TABLES
Table 1: Companies are moving towards digital marketing strategies for changing behaviour of
customers.......................................................................................................................................22
Table 2: Investing time and funds in developing digital marketing strategies is necessary in this
modern time for Starbucks.............................................................................................................23
Table 3: Starbucks takes advantage of engaging large number of customers by adopting different
digital marketing strategies............................................................................................................24
Table 4: Best digital media strategy adopted by the company currently for changing behaviour of
customers in the favour of company..............................................................................................25
Table 5: Major benefit of digital media strategies within Starbucks.............................................26
Table 6: Challenge is faced by Starbucks if it does not follow any digital marketing strategy....28
Table 7: Major challenge faced by Starbucks while implementing several digital media strategies
.......................................................................................................................................................29
Table 8: Best way for mitigating challenges faced by Starbucks in the procedure of implementing
digital media strategies..................................................................................................................30
Table 9: Starbucks has seen great success and development by using digital marketing strategies
over traditional marketing strategies.............................................................................................31
Table 10: Starbucks measures the success of its digital marketing efforts....................................32
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LIST OF FIGURES
Figure 1..........................................................................................................................................23
Figure 2..........................................................................................................................................24
Figure 3..........................................................................................................................................25
Figure 4..........................................................................................................................................26
Figure 5..........................................................................................................................................27
Figure 6..........................................................................................................................................28
Figure 7..........................................................................................................................................29
Figure 8..........................................................................................................................................30
Figure 9..........................................................................................................................................31
Figure 10........................................................................................................................................32
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LIST OF APPENDICES
Blank questionnaire ……………………………………………………………………35
Completed questionnaire ……………………………………………………………35-36
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1. INTRODUCTION
1.1 Overview of the topic
Digital media introduces to content or technology that’s encrypted or consumed via a
machine readable platform. It is any form of media that can be developed, viewed, modified and
distributed through electronic devices. This is commonly used website, online advertising and
social media. Along with this, digital marketing is also known as online marketing that is the
promotion of brands or products (Cao and et. al., 2021). This helps an organisation in connecting
their potential customers through the internet and other forms of digital communication. There
are various digital media and marketing strategies used by companies for promoting their brand
to the customers and in market. These are e-mail marketing, content marketing, social media
marketing, search engine marketing, influencer marketing etc. All these are main and effective
types of strategies that used by business with purpose of attracting larger number of customers
within minimum time period.
1.2 Background of the Starbucks
Starbucks is an American multinational chain of coffeehouses that was founded in 1971 by
Jerry Baldwin, Zev Siegl and Gordon Bowker. Company is specialising in serving hot and cold
drinks, micro ground instant coffee, caffe latte, expresso, pastries, snakes etc. There are various
digital media and marketing strategies used by Starbucks such as festive marketing, community-
based campaigns, product-based marketing campaigns, digital expansion as well as different
digital marketing presence that are Instagram, Facebook, twitter etc. All these are main strategies
used by company with purpose of increasing number of customers in less time period (Goldman
and et. al., 2021). There are also different social media campaigns used by Starbucks which are
ReconnectWithStarbucks campaign, StarbucksAtHome and StarbucksDance etc. These are
effective campaigns that helps Starbucks in increasing their customer base as well as developing
strong brand image in customer’s mind.
1.3 Problem statement
Use of digital and marketing media is not easy for business organisation because it requires
lots of time and cost. This is a biggest problem for companies that impact on their business
performance and profitability. Apart from this, there are also some major problems faced by
business organisation due to improper use of digital media and marketing. These problems are
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not getting lost in the volume, targeting the right audience effectively, negative publicity,
increased security risk etc. These are major risks that have negative impact on business. For
Starbucks, there is no need for promoting their products and services through digital and
marketing media because it is a famous brand (Khajeheian and Ebrahimi, 2021). Sometimes,
Starbucks faced the issue of negative publicity that turn to impact on their business growth and
success in negative manner. Therefore, current research is conducted for overcoming current
problem within minimum time and in successful manner.
1.4 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?
1.5 Research aim and objectives
Research aim:
Main aim of the current research is “To analyse the impact of digital media strategies on
behaviour of customers”. A study on Starbucks.
Research 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.
1.6 Rationale of the research
Main rationale behind the selection of this is to identify the types of digital media and
marketing strategies used by Starbucks. This research is important for different stakeholders that
are customers, researcher, Starbucks etc. For customers, current research helps them in
identifying the accurate information about the product, quality of product, price of the product
etc. This will further assist them in developing brand loyalty and trust among customers (Zhao
and et. al., 2021). For Starbucks, present investigation is important for them by increasing their
understanding about the importance of using digital media and marketing strategies in increment
of customer base. For researcher, current study is significant for them by enhancing their
research skills that are data collection, time management, decision making, presentation and
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many others. All these are effective types of research skills that helps them in conducting further
research successfully.
1.7 Outline of the methodology
Methodology is the process of gathering information through effective method and
approach. There are different methodologies that are used within current dissertation. These are
positivism philosophy, deductive approach, quantitative research, survey, questionnaire,
probability sampling (40 employees of Starbucks) etc. All these are main methodologies that
helps researcher in gathering primary and quantitative data about the impact of digital media
strategies on behaviour of customers towards Starbucks.
1.8 Chapter’s outline
There are various chapters that helps researcher in completing full dissertation
systematically and successfully. Some important chapters are described as below;
Chapter 1: Introduction: This is a first chapter that includes important information such
as research aim, objectives, research questions, rationale, outline of methodology and many
others. All these are significant information that facilitate researcher in conducting of new
activity effectively.
Chapter 2: Literature Review: This is a second chapter that assist in gathering secondary
information from various sources that are articles, books, magazines, journals and many others.
All these are main sources that are used for gathering secondary data regarding the impact of
digital media strategies on behaviour of customers.
Chapter 3: Research methodology: There are various methodologies that are effective in
current research (CHANDRA, 2020). These are research philosophy, research approach, data
collection, research choice etc. All these are essential in attaining each objective successfully.
Chapter 4: Data analysis: Within current research, quantitative data will be collected
from questionnaire. In order to evaluate this, frequency distribution analysis will be used as an
analytical technique.
Chapter 5: Conclusion and recommendations: This is a last chapter that includes
information regarding all chapters in clear and accurate manner. In recommendations, some
suggestions will be given to the company that are related with how to attract larger base of
customers through digital and marketing media.
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