The Effects of Digital

Marketing Techniques on
Consumer Behaviour in the
E-Commerce Sector

Research Proposal

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Table of Contents
Chapter 1: Introduction..............................................................................................................3

1.1 Background......................................................................................................................3

1.2 Aims.................................................................................................................................3

1.3 Objectives.........................................................................................................................3

1.4 Research Question............................................................................................................3

1.5 Scope................................................................................................................................3

1.6 Rationale..........................................................................................................................3

Chapter 2: Literature Review.....................................................................................................4

2.1 Consumer Behaviour and Digital Marketing: A Study....................................................4

2.2 Social media marketing's impact on the attitudes and intentions of consumers..............4

2.3 Personalised Advertising and How It Affects Consumer Decisions................................4

2.4 Mediating Factors in the Relationship between Consumer Behaviour and Digital
Marketing...............................................................................................................................4

Chapter 3: Methodology............................................................................................................5

3.1 Research Framework........................................................................................................5

3.2 Selecting Data Sources.....................................................................................................5

3.3 Analysis of the primary data............................................................................................5

3.4 Secondary Data Analysis..................................................................................................5

3.5 Interpretation of Data.......................................................................................................6

3.6 Research Validity and Reliability.....................................................................................6

3.7 Ethical Considerations.....................................................................................................6

References..................................................................................................................................7
Chapter 1: Introduction
1.1 Background
E-commerce is now a prominent trend as a result of the corporate environment's rapid
digitization, which has changed old commercial practises. Businesses must adjust their
marketing strategies to these new consumption patterns as a result of shifting consumer
preferences in the digital era. To reach its customers, the e-commerce sector significantly
relies on digital marketing strategies. Therefore, it is vital for firms to understand how these
approaches affect consumer behaviour.

1.2 Aims
 To investigate the effects that digital marketing strategies have on consumer
behaviour and purchase decisions in the e-commerce industry.
 To identify the most effective digital marketing tactics for luring in and convincing e-
commerce customers.
 To understand the elements that work as a bridge between digital marketing strategies
and e-commerce client behaviour.

1.3 Objectives
 To look into the connection between e-commerce customer buying habits and digital
marketing strategies.
 To assess the impact of social media marketing on the intentions and attitudes of
consumers.
 To research how customer decisions can be impacted by customised marketing tactics
in an e-commerce environment.

1.4 Research Question

How do digital marketing techniques affect consumer behaviour and purchasing choices in
the e-commerce sector?

1.5 Scope
The study will concentrate on consumer behaviour in the e-commerce industry, with a special
emphasis on how various digital marketing strategies affect consumers' purchase choices.
1.6 Rationale
The study's goal is to offer useful information on how digital marketing affects customer
behaviour so that businesses can develop efficient marketing plans. By bridging the gap
between digital marketing and consumer behaviour in the context of e-commerce, it can also
add to the body of literature.

Chapter 2: Literature Review

2.1 A Study of Consumer Behaviour and Digital Marketing
The digital age of marketing has had a significant impact on how businesses communicate

or interact with their customers. Digital marketing implements a large set of selling and

marketing techniques, which makes it is central element for large businesses in their

marketing approach (Kamkankaew et al., 2022). According to Wibowo et al. (2020), several

digital marketing strategies like content marketing or email marketing and even different

search engine optimisation techniques have the capability of affecting the purchase

behaviour of clients. Customers' online experiences with a product or service can have a

significant impact on their decision to purchase it.

2.2 The Impact of Social Media Marketing on Customer Attitudes and Intentions
Because of social media marketing, the way people interact with brands has changed

dramatically. Social media platforms such as Facebook, Instagram, and Twitter have become

essential tools for marketers to reach and communicate with their target audiences.

According to Kurdi et al. (2020), social media marketing influences consumers' opinions of a

brand and influences their purchasing decision. Social media marketing promotes a brand

by increasing brand recognition, brand image enhancement, and brand loyalty, all of which

influence customer purchase behaviour.

2.3 Personalised Advertising and the Influence It Has on Consumer Decisions

Large amounts of consumer data are now readily available to businesses, allowing them to

design tailored marketing strategies for specific customers. Personalization in digital

marketing is the practise of creating unique consumer experiences (Bizhanova et al., 2019).

According to Lina and Ahluwalia's (2021) research, customised marketing can have a

significant impact on consumer decisions, increase customer happiness, and promote brand

loyalty.
2.4 Mediating Factors of Consumer Behaviour and Digital Marketing
Relationship
A lot of factors influence the relationship between digital marketing and customer

behaviour. Customers' trust, for example, has a substantial influence on the effectiveness of

digital marketing initiatives (Zollo et al., 2020). Consumers are more likely to be persuaded

by the digital marketing methods of companies they trust. Furthermore, customer

awareness and familiarity with digital marketing methods is critical. According to Raji,

Rashid, and Ishak (2019), consumers with higher levels of digital literacy are more inclined to

critically assess digital marketing methods, which may influence their purchasing behaviour .

Chapter 3: Methodology
3.1 Research Framework
A mixed-methods approach will be used in the study to analyse both quantitative and
qualitative data in order to fully address the research topic.

3.2 Selecting Data Sources

In order to cross-reference and validate the research findings, primary data will be gathered
through Google Form questionnaires and secondary data will be acquired from the pertinent
literature.

3.3 Analysis of the Primary Data

Consumer behaviour and responses to various digital marketing techniques will be examined
using the primary data gathered through Google Form questionnaires. The data will be
arranged, categorised, and coded at this point in preparation for analysis. Quantitative
methods like descriptive statistics, correlation analysis, and regression analysis may be used
to identify patterns and relationships in the data (Sollazzo et al., 2020). Descriptive statistics
will make it simpler to understand the basic components of the data and to receive summaries
of the sample. Correlation and regression analysis will be used to examine the relationship
between digital marketing strategies and consumer behaviour.

3.4 Secondary Data Analysis

It will be important to review the literature about how digital marketing has changed
consumer behaviour, particularly in the e-commerce sector, in order to examine secondary
data. The information acquired from these secondary sources will be used to create the
study's theoretical framework. Additionally, this information will be used to contrast,
confirm, or refute the conclusions drawn from the original data. To detect gaps and establish
comparisons with the results of the current study, a thorough and methodical examination of
prior research will be conducted (Ruggiano & Perry, 2019). To efficiently organise and
analyse the data from various research, data extraction tables may be employed.

3.5 Interpretation of Data

In this phase, the statistical findings must be clearly explained and connected to the study
issue. The main data interpretation will show which digital marketing strategies are most
effective in changing consumer behaviour. The evaluation of secondary data will include
placing the research results in the perspective of the larger e-commerce industry.

3.6 Research Validity and Reliability

Through careful planning and execution of the research methodologies as well as in-depth
data analysis, steps will be made to assure the validity and reliability of the research.

3.7 Ethical Considerations

The research will adhere to accepted research ethics, such as informed permission, privacy,
and data protection.
References
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer
behavior as an outcome of social media marketing: The role of social media marketing
activity and customer experience. Sustainability, 13(1), 189.

Kamkankaew, P., Sribenjachot, S., Wongmahatlek, J., Phattarowas, V., & Khumwongpin, S.
(2022). Reconsidering the Mystery of Digital Marketing Strategy in the Technological
Environment: Opportunities and Challenges in Digital Consumer Behavior. International
Journal of Sociologies and Anthropologies Science Reviews, 2(4), 43-60.

Kurdi, B., Alshurideh, M., Akour, I., Tariq, E., AlHamad, A., & Alzoubi, H. (2022). The
effect of social media influencers’ characteristics on consumer intention and attitude toward
Keto products purchase intention. International Journal of Data and Network Science, 6(4),
1135-1146.

Bizhanova, K., Mamyrbekov, A., Umarov, I., Orazymbetova, A., & Khairullaeva, A. (2019).
Impact of digital marketing development on entrepreneurship. In E3S web of conferences
(Vol. 135, p. 04023). EDP Sciences.

Lina, L. F., & Ahluwalia, L. (2021). Customers’ impulse buying in social commerce: The role
of flow experience in personalized advertising. Jurnal Manajemen Maranatha, 21(1), 1-8.

Raji, R. A., Rashid, S., & Ishak, S. (2019). The mediating effect of brand image on the
relationships between social media advertising content, sales promotion content and
behaviuoral intention. Journal of Research in Interactive Marketing, 13(3), 302-330.

Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social
media marketing and brand equity: The mediating role of consumers’ benefits and
experience. Journal of Business research, 117, 256-267.

Sollazzo, G., Longo, S., Cellura, M., & Celauro, C. (2020). Impact analysis using life cycle
assessment of asphalt production from primary data. Sustainability, 12(24), 10171.

Ruggiano, N., & Perry, T. E. (2019). Conducting secondary analysis of qualitative data:
Should we, can we, and how?. Qualitative Social Work, 18(1), 81-97.4