HI6008 Business Research

Research Problems

• Mahalaxmi and Ranjith (2016) mentioned that human interactions have significantly changed because of the engagement on the social platforms. It has also been identified that the speedy growth of web platforms created impact on the behaviour changes in terms of activities, habitants as well as interaction. Thus, this behavioural changes of the consumers may require the businesses to reform their marketing approaches, strategies in the digital space. Therefore, it is highly necessary to understand how digital as well as social media marketing influence consumers’ buying decision processes.

Literature review related to the research problems

• Digital marketing and consumers: A study conducted by Stephen (2016), indicates that digitalmarketing is the creation of demand for products or services as well as the demand created need to be transformed into sales and then revenue. On the other side, Zhu and Zhang (2010) mentioned that digital marketing is referred to the action or approach of using digital channel to market a particular brand, products or service. The process may include digital marketing channels, email marketing, online advertising, affiliate marketing, pay per click advertising and social media marketing. In addition, when it comes to consumers in the field of digital media marketing, Hudson and Thal (2013) mentioned that consumers in this digital era are the audience who embraced the digital advances and adapted to the trend; thereby, digital marketing can certainly influence consumer’s purchasing process.

Shopping and related activities are the significant use of digital technology

u Mahalaxmi and Ranjith (2016) mentioned that within a few years, the use of mobile devices for shopping activities has increased significantly. This study reveals that almost 53% of consumers have mentioned that they have visited the retailer website on their mobile phone in the last six months. The finding of the study indicate that it is highly necessary for the business to follow such trend as well as implement new tools and strategies to the respond to the growing needs.

Research Questions

• How do digital marketing activities impact consumers’ buying decision?

• How can digital marketing strategies be implemented to approach the target audiences?

Hypothesis

• H₀-Digital marketing do not have impact on consumer’s buying behaviour

• H₁- Digital marketing do not have impact on consumer’s buying behaviour

Questionnaire

As this is an experimental study, use data needs to be collected for performing the analysis and addressing the research Questions. The following questionnaire has been developed to collect the primary data from the marketers.

1. What digital marketing strategies are being applied to influence the consumers?

2. Does the brand use Omni channel marketing to keep the balance of sales and profits both in offline and online marketing?

3. Does your brand face any digital marketing challenge?

4. Which social media marketing channels are mostly suitable and responsive to marketing approach?

5. How does your brand manage the ethical framework in digital marketing activities?

References

• Mahalaxmi, K.R. and Ranjith, P., 2016. A Study on Impact of Digital Marketing in Customer Purchase Decision in Trichy. International Journal for Innovative Research in Science & Technology, 10, pp.332-338.

• Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior. Current Opinion inPsychology, 10, pp.17-21.

• Zhu, F. and Zhang, X., 2010. Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of marketing, 74(2), pp.133-148.

• Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process: Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2), pp.156-160.