An Investigation into Internet Marketing's Influence on Buyer Behavior

This research project investigates the impact of internet marketing on shaping buyer behavior, focusing on the e-commerce giant Amazon. The report begins with a comprehensive literature review, exploring the definition of internet marketing, the various strategies employed by Amazon (including social media marketing, sponsored ads, and SEO), and the role of internet marketing in expanding customer bases. The main body of the report delves into the different types of internet marketing used by Amazon, the positive influences of internet marketing on consumer buying behavior, and the challenges Amazon faces. The analysis examines the evolution of internet marketing, emphasizing its significance in the digital era. The report also explores how internet marketing facilitates customer relationships, provides 24/7 services, and allows for personalized advertising. The conclusion summarizes the key findings, highlighting the significant influence of internet marketing on buyer behavior and its critical role in business growth. The report aims to provide a detailed understanding of how online marketing influences consumer decisions and the challenges faced by businesses in this dynamic landscape.

Research Project
(Submission 2)

Table of Contents
Title: ................................................................................................................................................1
Chapter 1: Literature Review Introduction .....................................................................................1
Chapter 2: Literature Review Main Body .......................................................................................1
Chapter 3: Literature Review Conclusion .......................................................................................5
References........................................................................................................................................6

Title:
An investigation about the influence of internet marketing in shaping the buyer's
behaviour. A study on Amazon.
Chapter 1: Literature Review Introduction
A literature review refers as the synthesis of the available literature in relation to a
specified area, this literature is effective in providing clear statement of the investigation area
and its parameters. It is the most important area of investigation, thus it is effective in providing
clear understanding of the investigation with the appropriate support of concepts and theories. In
the context of this present investigation relay upon the area of identify the influence of
cyberspace merchandising in shaping the buyer's behaviour, literature reviews performs a vial
role in providing suitable information with the opinion analysis of writers and authors (Gutt and
et. al., 2019). This is the most imperative area of investigation which is mainly relay upon
secondary sources i.e books, journals, published and non published research articles, newspapers
etc. This section of project comprises over three stages i.e. introduction of the literature, mainly
body of the literature and conclusion of the literature, this introduction is the first aspect that is
efficacious in providing outline specification of assisting the exploration in significant direction
to reaching at the suitable results via describing the way of accumulation of information. In
addition to this, Main body of literature is based on composing writing over a specified area that
covers the aim and objectives of the exploration with the support of detailed information. At the
end conclusion of literature review is effective in representing the outcome that are effectively
determined through the investigator with the recognition of in-depth analysis (Wu, 2019).
Therefore, this area is effectual for the researcher and learner in developing the detailed
understanding regarding the area of the impact of internet marketing over influencing the
behaviour of people within market.
Chapter 2: Literature Review Main Body
This area of investigation is mainly in-consist over conducting systematic review over
analysing the influence of internet marketing in shaping the buyer's behaviour, through the
support of applying appropriate books, journals, published and non published articles, thus in this
section of research proper analysis is significantly based on reviewing the opinion of authors and
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writers (Altun, 2019). Detailed analysis over the area of present investigation are associated as
under:
The different types of internet marketing used by Amazon.
As per the opinion stated by Tom J Law, 2018, internet marketing mainly defines to any
promotion of goods and services that are done over the internet, thus it is an effective method of
promoting goods and services of a business. In addition to this, internet marketing refers as an
inclusive aspect which is implemented to determine the marketing activities that are conducted
online. In the modern digital era, internet and its sources has transform the way of conducting
business, and organisations are significantly concern over attaining higher growth and
profitability via implementing suitable internet marketing. However, Gordon Tredgold, 2020,
stated that Amazon is a online giant which has already capture 43 percent of e-commerce income
in the US or accounts for around 50 percent of the whole online products analysis (Yang, 2019).
Amazon is mainly capitalising on its present cognition as a most effective search engine or
satisfaction supplier through merchandising promotion space to brands who want to catch buyers
at the interact end of the product life cycle. Cydney Hactch, 2018, stated that Amazon is a global
American multinational company, which is using different type of internet marketing for
developing their market base, in which some are associated as below:
Social Media Marketing: This is the procedure of acquiring attention and sales by the
implementation of social media platforms likewise, Facebook, Twitter, Instagram etc. Therefore,
Amazon is the most powerful e-commerce business, which is applying societal sites for
developing their products and facilities, thus the company initiate a direct link over social media
sites for influencing the decision of customers regarding making effective purchase. Therefore,
company is advertising their products and facilities on social media sites.
Sponsored Ads & Display Ads: In this sponsored brands and products are involved thus these
allows an individual to reach Amazon buyers as they discover products via searching (Gupta and
Vohra, 2019). Therefore, ads are basically helpful for vendors in promoting theirs products to the
targeted buyers who are looking at the items. On the other side, display ads is in consist over
relevant audience, customizable creatives and actionable detailed to deliver the suitable detailed
to the potential buyers. Amazon owned sites and operate through sites and offers better services
with suitable description regarding the products.
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Search Engine Optimisation: Search Engine Optimisation determined any efforts towards
developing the ranking of a website or links in an organic search outcomes, therefore, paid
search and organic are the two way that junk traffic to a website. Organic search refers as the
natural outcome that is rolled out when an individual search for a products, while paid search
determines a situation where web owners pay to have their websites and links rank higher.
Therefore, Amazon is using SEO for increasing the speed of their websites to enhancing their
purchases and providing satisfaction to their buyers (Bleier, Harmeling and Palmatier, 2019).
The understanding about the role of internet marketing for increasing customer base.
As per the views expressed by Danita Evangeline, 2017, We are living in the rapidly
expanding and ever shifting digital era and internet plays an effective role in growth and success
of business via increasing the base of customers, therefore, Internet Marketing is basic since it
adjusts through the manner in which purchasers make buy choice. Web showcasing empowers an
individual or business to create interrelationship with purchasers and prospects by ordinary,
minimal effort customized correspondence, mirroring the move away through mass promoting.
Internet marketing plays a vital role in developing the customers base through providing them
24*7 facilities, by providing two way communication, low cost facilities, building lasting
relationship, ease of personalisation, time utility etc. thus these are the major role which are
performed through the internet marketing in enhancing the base of customers (Nakayama and
Wan, 2019). In the context of an organisation, customers are the heart of the business, thus the
overall growth and success of a business is based on the satisfaction of customers, so businesses
are using internet marketing for enhancing their customers base and establish good connection
with them to full-fill their desires. As per the opinion stated by Amit Kothiyal, 2012, Internet
marketing is effective in providing a way to the customers to establish relation with customers
for taking advantage of their effective offerings. For instance when an individual has purchased
products through online stores than a business can begin the relationship through sending a
follow up emails to confirm transaction and than the buyer. After that, emailing buyers rapidly
thorough special, personalise offers helps to assist an effective relationship. Internet marketing is
widely applied sources which is effective in providing 24*7 facilities to the customers to make
their purchase with analysing the appropriate detailed in regards to a product or service.
Electronic marketing also enables the organisations to tailor their advertising tools that are to
suited over the desires of their target customers. Hence, Businesses can likewise customize
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successful correspondence with their potential clients, However, This guarantees the
administration or item will reach to the focused on clients in an opportune manner. Besides, it
reinforces the brand picture and nearness of the business in compelling way.
The positive influence of internet marketing on buying behaviour of customers.
According to the opinion provided by Chrishankar Janathanan and Naseeth Nizar, 2018,
The present web advertising have a more extensive extent of growing the business later on as
purchasers are considerably more fulfilled through doing web based shopping as they find a
workable pace promoting significantly more secure than conventional showcasing. Internet
marketing has positive impact over the buying behaviour of customers at market place, thus in
today's modern era, the living of individual is very much based on digital tools and technologies,
so this enables the buyers to making online purchase through saving extra time and cost. Nidhi
Tondon and Simran Kaur, 2018, stated that, internet marketing has greater scope and individual's
in world are seeking for using online marketing for making their self satisfied with the products
and services. From the analysis of the project it has been identified that people from different age
group and income are doing online shopping as people can make choice of products from the
alternatives and also analyse the feature more effectively (Wang and Herrando, 2019). Therefore,
it is increasingly advantageous for the clients to do web based shopping, along these lines web
promoting now today has direct effect over the purchasing expectation of the clients. In the
present current business time, rivalry inside market is so high, so associations from each level are
worry over utilizing web showcasing to make mindfulness among the clients about the items and
administrations of the firm, in this manner this likewise make an incentive in offering some
benefit suggestion to the purchasers. Thus this may influences the behaviour of customers
regarding making purchase decision. The buyers become more loyal and confident towards the
products and services offered by the businesses through getting whole personalise information
regarding the product and internet banking also enables the customers to provide feedbacks on
the facilities of the business as it is effective in generating more effective interconnection among
the customers and the businesses as well. Although, internet marketing influences the buying
intention of customers in positive manner.
The challenges faced by Amazon while using internet marketing.
As per the views provided by Melissa Burdick, 2019, Amazon is a largest e-commerce
company as it holds a special resonance in between of British buyers and the customers around
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the globe. Amazon is crowed with the rush of customers, thus people skip google and go straight
to Amazon when they shop online, thus Amazon is famous for its effective services. However,
company is also facing multiple issues in implementation of internet marketing, in which High
Market competition is the major aspect thus, In the world full of digitalisation, organisation are
concern over implementing digital marketing for the purpose of making their purchase more
effective and efficient, thus this may enhance the competition within market. Amazon has
succeeded for the reason, there is no other business has been that much of potential to match the
scale of its online operations, until now. But in the latest timing the major competitor of Alibaba
made higher online operations (Lou and Yuan, 2019). Thus this is the major challenge for
Amazon. In addition to this, attracting the perfect customer is the another key challenge which is
faced by Amazon, thus due to high rusk of customers the company is facing issue in recognising
the most suitable client for their services. High internet rush is also a major issue, thus due to the
use of high internet sources, the error of authentication is mainly faced by the firm or its
customers, therefore, this influences the intention of buying online facilities.
Chapter 3: Literature Review Conclusion
From the detailed analysis of the project over the area of analysing the influence of
internet marketing in shaping the buyer's behaviour. Therefore, the scope of study is wide as it is
provides in-depth details about the potential impact of internet marketing on the buying intention
of customers. Internet marketing is an effective aspect which plays a vital role in the growth and
development of businesses via providing an effective platform to the businesses to implement
good relationship with customers at global level. Internet marketing has transformed the way of
conducting business thus it businesses now a day's are very much concern over using internet
marketing for increasing their operations at global level, thus it helps in developing inter
connections with customers and providing them satisfaction with the offerings of the company.
As per the analysis of the project it has also been determined that, e-commerce business are
facing the issue of higher competition as businesses are constantly transforming into digital
marketing for the purpose of achieving higher edge within market and this develops high
competition within market. The present investigation is effective in determining insight out
information related with internet marketing and helps the another learner and researcher in
executing the investigation in more liable manner.
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References
Books and Journals
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