E-Marketing & Animated Advertising: Influencing Consumer Choices

This dissertation investigates the impact of E-marketing and Online Animated Advertising on consumer buying behavior, using Ruff 'n' Tumble clothing company as a case study. It examines the concept of E-Marketing strategies, the utilization of online animated advertisements, and their combined effect on consumer choices. The research employs both primary and secondary data collection methods. Key findings highlight the positive influence of animation in e-marketing on consumer behavior. The study is structured into five chapters: introduction, literature review, research methodology, data analysis and findings, and conclusion and recommendations, providing a comprehensive analysis of the topic.

Project Dissertation
The Influence into the effects of E-marketing and Online Animated Advertising on buying
behaviour of the consumer
40219008

ABSTRACT
The main purpose of this investigation is to analysis the impact of E-marketing and Online
Animated Advertising on buying behaviour of the consumer-A case study of Ruff 'n' Tumble
clothing company. E-marketing enables an organization to make the liaison with customers
by expanding the awareness regarding products and services among them. This report mainly
discusses five chapters like introduction, literature review, research methodology, data
analysis and findings, and conclusion and recommendation. In this report, three important
elements are discussed like concept of E-Marketing strategy, sources of online and animated
marketing in the e-marketing. Further, it also discusses role of E-marketing and online
animated advertisements in influencing consumer buying behavior. Moreover, this study has
considered both primary as well as secondary data collection method to collect information
with respect to the research matter. In addition, it is evaluated that there are many sources that
is used at the time of executing the online animation in the e-marketing. The findings of this
research are designed to support readers as well as researcher to understand the animation in
e-marketing that would have a positive impact on the consumer buying behavior.
Keywords/tags
Customer buying behavior, motion graphic, 3D animation, and whiteboard animation

Table of Contents
Chapter 1: Introduction..........................................................................................................................6
1.1 Research topic.............................................................................................................................6
1.2 Research background...................................................................................................................6
1.3 Research purpose.........................................................................................................................6
1.4 Research question........................................................................................................................7
1.5 Research Significance..................................................................................................................7
1.6 Dissertation structure...................................................................................................................8
Introduction...................................................................................................................................8
Literature Review..........................................................................................................................8
Research Methodology..................................................................................................................8
Data Analysis and Findings...........................................................................................................8
Conclusion and Recommendation.................................................................................................9
Chapter 2: Literature review................................................................................................................10
Introduction.....................................................................................................................................10
2.1 To understand the concept of E-Marketing strategy- A case study of Ruff 'n' Tumble clothing
company..........................................................................................................................................10
2.2 To understand the way of utilizing the online animated advertisements in E-marketing strategy-
A case study of Ruff 'n' Tumble clothing company.........................................................................13
2.3 To analyse the impact of E-marketing and online animated advertisements on the consumer
buying behaviour-A case study of Ruff 'n' Tumble clothing company............................................15
Chapter 3: Research Methodology.......................................................................................................18
Introduction.....................................................................................................................................18
3.1 Research Philosophy..................................................................................................................18
3.2 Research Approach....................................................................................................................18
3.3Research design..........................................................................................................................19
3.4 Research types...........................................................................................................................19
3.5 Research Strategy......................................................................................................................20
3.6 Data Collection Method.............................................................................................................20
3.7 Sampling Method......................................................................................................................21
3.8 Data Analysis Method...............................................................................................................22
3.9 Research Limitations.................................................................................................................22
3.10 Ethical Consideration...............................................................................................................23
3.11 Conclusion...............................................................................................................................23
Chapter 4: Data analysis......................................................................................................................24

Introduction.....................................................................................................................................24
4.2 RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n' Tumble
clothing company............................................................................................................................26
4.3 RO2: To understand the way of utilizing the online animated advertisements in E-marketing
strategy-A case study of Ruff 'n' Tumble clothing company............................................................31
4.4 RO3: To analyse the impact of E-marketing and online animated advertisements on the
consumer buying behaviour-A case study of Ruff 'n' Tumble clothing company............................38
Chapter 5: Conclusion and Recommendations....................................................................................43
5.1 Conclusion.................................................................................................................................43
5.1.1 RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n' Tumble
clothing company........................................................................................................................43
5.1.2 RO2: To understand the way of utilizing the online animated advertisements in E-
marketing strategy-A case study of Ruff 'n' Tumble clothing company.......................................43
5.1.3 RO3: To analyze the impact of E-marketing and online animated advertisements on the
consumer buying behaviour-A case study of Ruff 'n' Tumble clothing company........................44
5.2 Recommendations.....................................................................................................................45
5.2.1 RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n' Tumble
clothing company........................................................................................................................45
5.2.2 RO2: To understand the way of utilizing the online animated advertisements in E-
marketing strategy -A case study of Ruff 'n' Tumble clothing company......................................46
5.2.3 RO3: To analyze the impact of E-marketing and online animated advertisements on the
consumer buying behavior-A case study of Ruff 'n' Tumble clothing company..........................46
5.3 Implications for further research................................................................................................47
References...........................................................................................................................................49
Appendix.............................................................................................................................................58
3.12 Close ended interview questions..............................................................................................58
RO1: To understand the concept of E-Marketing strategy-A case study of Ruff 'n' Tumble clothing
company..........................................................................................................................................58
RO2: To understand the way of utilizing the online animated advertisements in E-marketing
strategy-A case study of Ruff 'n' Tumble clothing company............................................................59
RO3: To analyze the impact of E-marketing and online animated advertisements on the consumer
buying behavior-A case study of Ruff 'n' Tumble clothing company..............................................60
Table 1: gender.........................................................................................................................34
Table 2: age-group...................................................................................................................35
Table 3: experience..................................................................................................................36
Table 4: Internet marketing facilitates the organization to make relations with consumers....37

Table 5: Online advertising and web marketing is used to deliver the promotional marketing
message....................................................................................................................................38
Table 6: businesses influenced by the search engine optimization..........................................40
Table 7: Marketing through social media facilitates for two way communication..................41
Table 8: e marketing and animated advertising influence the consumer buying decision.......42
Table 9: Animation bring the authority of creativity and imagination in the marketing of
organizational products and services.......................................................................................43
Table 10: Business to business method is an effective way to utilizing the online animated
advertisements in e-marketing.................................................................................................45
Table 11: Online animated advertisements in e-marketing method.........................................46
Table 12: Email method could be more effective than the website animation to use the
animated advertising................................................................................................................48
Table 13: 3D animation, e-cards, whiteboard animation, and animation gifs could be best way
to utilizing the online animated advertising.............................................................................49
Table 14: Advertisement takes the accountability to pass the commercial message among
customers..................................................................................................................................51
Table 15: Advertisement is a sort of persuasive and communicative marketing practices.....52
Table 16: Method to influence consumer buying behaviour...................................................53
Table 17: Marketing and animated advertising influence the consumer purchasing behaviour
..................................................................................................................................................55
Chart 1: gender.........................................................................................................................35
Chart 2: age-group....................................................................................................................36
Chart 3: experience..................................................................................................................37
Chart 4: Internet marketing facilitates the organization to make relations with consumers....38
Chart 5: Online advertising and web marketing is used to deliver the promotional marketing
message....................................................................................................................................40
Chart 6: businesses influenced by the search engine optimization..........................................41
Chart 7: Marketing through social media facilitates for two way communication..................42
Chart 8: e marketing and animated advertising influence the consumer buying decision.......43
Chart 9: Animation bring the authority of creativity and imagination in the marketing of
organizational products and services.......................................................................................45
Chart 10: Business to business method is an effective way to utilizing the online animated
advertisements in e-marketing.................................................................................................46

Chart 11: Online animated advertisements in e-marketing method.........................................48
Chart 12: Email method could be more effective than the website animation to use the
animated advertising................................................................................................................49
Chart 13: 3D animation, e-cards, whiteboard animation, and animation gifs could be best way
to utilizing the online animated advertising.............................................................................50
Chart 14: Advertisement takes the accountability to pass the commercial message among
customers..................................................................................................................................52
Chart 15: Advertisement is a sort of persuasive and communicative marketing practices......53
Chart 16: Method to influence consumer buying behaviour....................................................55
Chart 17: Marketing and animated advertising influence the consumer purchasing behaviour
..................................................................................................................................................56

Chapter 1: Introduction
The introduction chapter enables to gain understanding about many factors like research
topic, research background, organization background, problem statement, and research
purpose. Other factors are research questions, research significance, and dissertation
structure. This section is imperative for the research scholar to gain their understanding
towards each component of research that will be effective to successfully meet the specified
aim.
1.1 Research topic
The Influence into the effects of E-marketing and Online Animated Advertising on buying
behavior of the consumer-A case study of Ruff 'n' Tumble Clothing Company.
1.2 Research background
E-marketing and animated advertising is the form of marketing as it is used to promote some
marketing posts among consumers (Craig, et al., 2015). E-marketing is a modern
communication technology that is used by the Ruff 'n' Tumble clothing company by applying
the marketing principles (Lim, 2015). In addition, it is also analyzed that the e-marketing is
an application of marketing principles, marketing tools by using the internet or internet media
(Caruana, et al., 2016). In the current scenario, e-marketing is practiced for publishing the
brand in the marketplace by considering online media (Bilgihan, 2016). In addition, it is also
analyzed e-marketing supports Ruff 'n' Tumble clothing company to collect the direct as well
as indirect responses of the consumers towards their products and services. Through this
study, the reader will be capable of capable to gain their understanding towards the concept
of E-marketing as well as animated advertising (Kaur and Singh, 2017).
For sustaining the position in the marketplace, Ruff 'n' Tumble clothing company execute the
e-marketing and animated marketing strategy in their business process to influence the
consumer buying behavior.
1.3 Research purpose
The main aim of this research paper is to study the impact of E-marketing and Online
Animated Advertising strategy for influencing consumer buying behavior- a case study of
Ruff 'n' Tumble clothing company. E-Marketing is basically a product that comes in between
the modern technologies of communication and old marketing principles that were previously
applied by humans, whereas, animated videos are mostly engaging instruments that help to
say the story comprehensively.
The objectives of this research proposal are as follows:

 To understand the concept of E-Marketing strategy in the context of Ruff 'n' Tumble
clothing company.
 To understand the way of utilizing online animated advertisements in E-marketing
strategy for Ruff 'n' Tumble clothing company.
 To analyze the impact of E-marketing and online animated advertisements on the
consumer buying behavior for Ruff 'n' Tumble clothing company.
1.4 Research question
 What is the meaning and concept of the -marketing?
 What are the ways of using online animated advertisements in E-marketing?
 How the E-marketing strategy and online animated advertisements are affecting
the consumer buying behaviors?
1.5 Research Significance
This investigation critically evaluates the role of E-marketing and Online Animated
Advertising in influence consumer buying behavior of Ruff 'n' Tumble clothing company.
This research critically evaluates conceptual knowledge towards the impact of E-marketing
and online animated advertisements on the consumer buying behavior (de Villiers, 2015). It
is significant for the Ruff 'n' Tumble clothing company to gain their awareness towards e-
marketing and online animated advertisements for influencing the consumer buying behavior
(Mashahadi and Mohayidin, 2015).
Further, it is also analyzed that e-marketing could facilitate the company to enhance
awareness towards products and service. It could support to gain the productivity of the
organization (Bressolles, et al., 2015). In addition, it is also found that Ruff 'n' Tumble
clothing company could address ways of implementing the online animated advertisements to
enhance awareness towards the products and services of the company (Chen and Lu, 2015).
An effective understanding of e-marketing and animated advertisements support to obtain
higher competitive benefits by influence a huge amount of consumers (Turban, King, Lee,
Liang, and Turban, 2015). This report supports to complete professional aim of the study.
The huge amount of data is accessible with respect to the current research matter as it could
be effective for accomplishing the specified aim and objectives of the research (Ratnam,
2015). The major benefit of this research is that it suggests many sources that could be used
by the organization at the time of executing the animated advertisements and online e-
marketing in the business process for influencing their specified consumers.

1.6 Dissertation structure
In the research study, the dissertation structure is an effective tool to outline each section and
briefly understood content that will be considered to conduct any research. The dissertation
structure of this study is discussed as below:
Introduction
The initial section of the dissertation enables to gain knowledge towards many components
such as the background of research, problem statement, research purpose, research
significance, research questions, and dissertation structure (Darrat, Darrat, and Amyx, 2016).
These factors could support the researcher to systematically conduct their research (Parvinen,
Oinas-Kukkonen, Kaptein, 2015). This chapter also discusses background of Ruff 'n' Tumble
clothing company as it could be supportive for the researcher to understand the issues of firm
(Pettersson, Weeks, Wilson, and Nicol, 2016).
Literature Review
The literature review section supports research scholar to critically evaluate research matter
and get accurate data towards specified research concern (Hinsley, et al., 2015). This section
critically evaluates concepts, theories, and models that will be used in the accomplishment of
the research concern (Roy, et al., 2017). There are certain sources that could be effective for
collecting appropriate information towards research matter such as journals, books, and
articles (Zhao and Zhong, 2015). It is also imperative for the research concern to identify the
gap and makes a solution by considering the primary data collection method (Legohérel, et
al., 2015).
Research Methodology
The research methodology chapter aids the research scholar to enhance their knowledge
about many tools, which will enable to attain specified research purpose (Chung, et al.,
2017). Furthermore, there are different tools that are included in the research such as research
approach, research philosophies, research strategies, sampling method, data collection
method, data analysis technique, sampling method, research limitation, and ethical
consideration (Berraies, et al., 2015). It could be effective for increasing the consistency and
rationality of research result. Furthermore, the research techniques could support the research
scholar to meet research purpose (Chaffey, 2015).
Data Analysis and Findings
This chapter enables research scholar to evaluate gathered information and get a reliable
result. It facilitates the research scholar to segregate collected information and evaluates them
for research objectives (Gaikwad, 2016). It assists the research scholar in directing an

effective data analysis tool. In this, research scholar will be capable to presents the data to
collect the reliable result (Malhotra, 2015).
Conclusion and Recommendation
Conclusion and recommendation is the last chapter that assists the research scholar to
conclude the whole study on the basis of findings. It makes a connection objective and aim of
the study to get reliable and valid research result (Nagadeepa, et al., 2015). It demonstrates
approaches as it could be imperative for the attainment of research objectives. This section is
effective to determine the practical impact for conducting the research (Pelet, et al., 2017).

Chapter 2: Literature review
Introduction
This section enhances understanding with respect to the Influence into the effects of E-
marketing and Online Animated Advertising on the buying behavior of the consumer. It also
supports to increase knowledge towards the way of utilizing the online animated
advertisements in E-marketing strategy. The researcher will also be capable to understand the
impact of E-marketing and online animated advertisements on the consumer buying behavior.
2.1 To understand the concept of E-Marketing strategy- A case study of Ruff 'n'
Tumble clothing company
According to Nair, (2015) e-marketing is significant because it aligns with the method
customers make buying decision. It is also stated that a large number of consumers use the
social network and collect the information towards any products and services before making
a final purchasing decision. It is also addressed that internet marketing facilitates the
organization to make relations with consumers by increasing awareness of products and
services among consumers (Toufaily and Pons, 2017). Moreover, it is also analyzed that e-
marketing and promotion methods have dramatically changed because the consumer has
modified the method they investigate and workshop for goods and services (Hasan, 2016).
Casprini and Di Minin, (2015) argued that the organization uses the internet to enhance the
possibilities of success by making an online occurrence by e-marketing and online marketing.
E-marketing in the business world is imperative for the businessman and small business
possessors for increasing their firm growth. Moreover, it is also stated that online advertising
and web marketing is used to deliver the promotional marketing message to their customers.
It is also addressed that consumer practice online advertising as an undesirable distraction
with few advantages and have progressively turned to block advertising for various causes.
There are different methods that are considered to influence the behavior of consumers like
search engine marketing (SEM), email marketing, display advertising, mobile advertising,
and social media marketing (Fromm, et al., 2015).
In support of this, Balmer and Yen, (2017) examined that the online method offers a
significant method for making the relationships with consumers and enhancing the level of
consumers retention. If a consumer has bought a good and services from the company
websites then the organization should make an effective relationship with their consumers by
sending a follow-up email to approve the transaction and express thanks to them. In addition,
it is also stated that email consumers regularly with personalized and special offers enables to

keep the relationship. An organization could also build community wisdom (Okon, et al.,
2016).
In contrast to this, Chanthinok et al. (2015) explained that e-marketing facilitates organization
to have benefits of growing the significance of social media. Moreover, Ruff 'n' Tumble
clothing company could concentrate on those consumers who believe in the products and
services of the company caused by attracting others in the least time and cost. The
organization can take benefit of this kind of influence by entailing the e-marketing and
animated advertising in the marketing strategy. In addition, it is also stated that the
organization could use internet marketing as it facilitates an organization to promote their
products and services around the clock without extra pay to their staff. Moreover, it is stated
that organization could offer their products and share by using the internet among their
consumers as it would be convenient for the consumers to get the information towards their
desired products and services without spending their time and cost.
On the other side, Anojan and Subaskaran, (2015) explained that the customers turn to the
internet to address the information about the product that they want to consume. The
consumer could compare the products and services with other companies before taking the
purchasing decision. Furthermore, the company uses a search engine optimized (SEO)
technique as it is also part of the e-marketing as it enables them to identify the consumers
who are interested in their products and services. The search engine ranking is beneficial for
both B2B and B2C consumers. The online marketing is also used for online business as it
could be effective for increasing the growth of the company. There are certain assets that
could be used by the consumers to enhance the consumer traffic like smartphones and
mobile-optimized web.
Zourikalatehsamad et al. (2015) argued that an organization website is the central factor of e-
marketing. Small and larger business set an effective reputation in their areas by making
useful websites. There are some factors that are significant for effective features like about
us, product and services description, organization news, contact details, and location of the
organization. In addition, the organization uses the blog to attract new consumer and retain
their existing consumers in the least time.
In support of this, Yee and Yazdanifard (2015) stated that e-marketing is an effective
technique for the business as it leads to higher profit in the least time. Ruff 'n' Tumble
clothing company could create the company sites to enhance the awareness of the brand in
the limited time period. Moreover, it is also addressed that inbound website traffic offers