E-commerce Consumer Behavior: Marketing Project Proposal

This project proposal investigates the impact of marketing messages on consumer behavior within the e-commerce landscape. It aims to understand how marketing strategies influence online consumer behavior, including their preferences and touchpoints. The research will involve a secondary analysis of existing studies, focusing on e-commerce trends and marketing approaches, and a critical review of relevant journal articles. Key research questions address consumer behavior patterns, the methods companies use to market their products, and the effectiveness of marketing messages. The proposal outlines the data collection methods and references relevant literature on e-marketing, m-commerce, and consumer behavior.

Project proposal
Field of Research
The aim of this research is to explore impact of marketing messages on modern consumers in the
ecommerce space. It is imperative to the organizations of today to do marketing in order to stay
ahead in the consumers mind. However, there are too many brands and too many marketing
messages that consumers are bombarded with daily. In such a world, it is difficult for consumers to
remember every brand and thus, they are very selective. It is thus important for companies to
understand how their marketing messages are creating impact on consumer so that they can build
right strategies to retain them (Mittal, 2013).
Research Questions
The aim of this project would be achieved upon answering following research questions:
 What consumer behaviour patterns can be observed in the online ecommerce space?
 How do companies market their products online in the ecommerce space?
 What are preferences of online consumers?
 How are important consumer touch points where brands interact with consumers?
 How do marketing messages create an impact on the ecommerce consumer behaviour?
(Mijhael & Pimentel, 2015)
Data Collection
To understand the impact of consumer marketing on consumer behaviour, a secondary research
would be conducted in which the qualitative data would be collected from the previous studies on
the subject. The details of the internet shopping behaviour would be collected from the online
sources. The data would also be collected on the marketing strategies that companies use and
selected cases of marketing strategies would be collected online. Previous researches would be used
as cases that would be analysed using critical analysis.
Search Terms
E-commerce, online marketing, marketing messages, online consumers
References Explanation
The referred journal articles discuss the difference aspects of marketing in the current times
and their impact on the consumers. The mobile commerce (m-commerce) perspective, e-
marketing tools, and the role of social media marketing is discussed in the journal articles.
References
Dwivedi, R. (2017). Analyzing Impact of Affiliate Marketing on Consumer Behavior withM-
Commerce Perspective. SMS Journal Of Enterpreneurship And Innovation, 3(02).
doi: 10.21844/smsjei.v3i02.9733

Eid, R., & El-Gohary, H. (2013). The impact of E-marketing use on small business
enterprises' marketing success. The Service Industries Journal, 33(1), 31-50. doi:
10.1080/02642069.2011.594878
Hwang, Y., & Jeong, J. (2014). Electronic commerce and online consumer behavior research.
Information Development, 32(3), 377-388. doi: 10.1177/0266666914551071