The Role of Internet Marketing on UK Fashion Retail Customer Behavior

This report investigates the role of internet marketing in influencing customer behavior within the UK fashion retail sector, with a specific focus on Marks and Spencer. It begins with an introduction to internet marketing and its growing importance in the digital age, followed by a detailed literature review exploring various perspectives on the subject. The research aims to understand the concept of internet marketing, its impact on customer behavior, the challenges faced by businesses, and potential strategies for Marks and Spencer. The methodology involves secondary research and thematic analysis to evaluate the impact of internet marketing. The analysis section presents key themes, including the concept of internet marketing in the context of the fashion business, the impact of internet marketing on customer behavior within Marks and Spencer, and the challenges faced by businesses due to internet marketing. The conclusion summarizes the findings, emphasizing the importance of internet marketing. Finally, recommendations are provided for businesses to implement effective internet marketing tools and address challenges. The report includes references to support the analysis.

Research papers and Secondary data

Table of Content
 Title of the Research
 Introduction
 Aim and Objectives of the Research
 Literature Review
 Research Methodology
 Data analysis and Results
 Conclusion and Recommendation
 References

Title of the Research
The role of internet marketing over influencing the behaviour of
customers within UK fashion retail.
01/04/2
1

Introduction
 The study into consideration is based on evaluating the role of internet
marketing over affecting the behaviour of customers within the UK fashion
retain, therefore, with the increasing digital growth that has been taken through
the globe, traditional aspects of marketing has fabricated through an effective
mode of digitalization which brings the entire globe to the buyer’s doorsteps
within one single click. However, Marks and Spencer is the chosen business
for this analysis. It is a major British multinational retailer that has its base
office is in London, England. The organisation was founded in the year of
1884 through the collaborative efforts of Michael Marks and Thomas Spencer.

Research Aim
The key aim of the research is To
investigate the role of internet
marketing over influencing the
behaviour of customers within UK
fashion retail. A study on Marks
and Spencer.

Research Objectives
The key objectives of the research are associated as below:
 To understand the concept of internet market and its role in the context to
fashion business.
 To study the impact of internet marketing over influencing the behaviour of
customers within Marks and Spencer.
 To identify the challenges faces by the business due to the internet market.
 To determine the ways that can be opt by Marks and Spencer to mitigate the
issue of internet marketing and attaining competitive opportunity within
market.

Literature Review
According to the view of Ward (2021), internet marketing is an effective inclusive aspect
for marketing products or the services online. This involves a wide range of tools and
platforms for communicating through the buyers likewise as website, email, social
media tools and online advertising. In addition to this, internet marketing characterized
to the vital carried out to showcase items and administrations on the web or through
other computerized viewpoints. As per the perspectives on Evangeline (2017), inside the
quickly growing and truly moving computerized time wherein the whole world is living,
the job of web advertising inside current showcasing is not, at this point a minor angle.
Notwithstanding, the web showcasing is fundamental part of the achievement of any
business.

Continue…
 According to Tandon and Kaur (2018), the emergence of internet marketing
has transformed the way of conducting business in today’s scenario.
Therefore, it has rendered businesses with an equal chance to promote their
brands at wider level. Advanced advertising characterized to the web based
promoting, web showcasing, in this way it is just significant for getting the
wide scope of showcasing however it likewise similarly significant for the
buyers as it renders effective range of opportunity to the business to directly
have conversation with the customers. With the increasing use of internet, the
businesses have shifted their marketing strategy to digital marketing tool and
the way to dealing with the buyers.

Continue…
 According to the view of Joseph (2020), executing business over the internet can effective offer
the businesses a wide range of benefits as well as the challenges that are been facing by the
business and affecting the operational; ability of the business. It is often to hear from the buyers
that the internet marketing world is vital to explore, they genuine over us to deliver the help and
explain so individual can settle on the compelling choice for them. Web advertising is essentially
making positive advantages for the business as far as expanding the operational ability of the
business, increasing the customer’s base and so on. whereas here are assorted challenges like
cyber and data security, online identify verification, lack of computer expertise, issue with copy
rights, high market competition, order fulfilment and so on, that are effectively being faces by the
businesses due to internet marketing, thus these are effectively be considered by the businesses in
increasing the operational ability of the business (Wang and et. al., 2019).

Research Methodology
 In this, assortment and examination of non-mathematical information is acted
to comprehend the encounters, conclusions and ideas. The major reason
behind selecting qualitative study is that, it is effective in providing descriptive
theoretical framework about the aspect of internet marketing and its impact
over the consumer’s behaviour via he execution of suitable theories, models,
concepts and so on.
01/04/2
1

Continue…
 On account of this current examination work dependent on the part of
dissecting the job of web promoting over affecting the conduct of clients
inside UK design retail, secondary examination has been executing by the
analyst as it is compelling in creating theoretical framework via the support of
analysing the concepts, theories, models and so on based on the aspect of
internet marketing and its influence over affecting the behaviour of customers.
01/04/2
1

Analysis and Findings
 . In this particular study, analysis has been based on implementing thematic analysis
as it is effective in providing descriptive evaluation via enhancing theoretical
framework to enhancing understanding. In this, themes are developed over the
objectives and providing detailed theoretical analysis.
Theme 1: The concept of internet market and its role in the context to fashion business.
Theme 2: The impact of internet marketing over influencing the behaviour of
customers within Marks and Spencer.
Theme 3: The challenges faces by the business due to the internet market.