Thesis Abstract

Abstract
This thesis investigates the impact of digital marketing strategies on consumer behavior in the retail industry. The rapid advancement of technology and the increasing prevalence of online platforms have transformed the way businesses interact with consumers. In the retail sector, digital marketing has become a crucial tool for attracting, engaging, and retaining customers. This study aims to explore how various digital marketing strategies influence consumer behavior and ultimately affect business performance in the retail industry. The research methodology involves a comprehensive literature review to examine existing theories and studies related to digital marketing and consumer behavior. The study also incorporates a quantitative analysis of data collected from surveys and interviews with consumers and retail industry professionals. By analyzing the data, this research aims to identify the most effective digital marketing strategies that influence consumer behavior and drive purchasing decisions. The findings of this study provide valuable insights for retail businesses seeking to optimize their digital marketing efforts and enhance their understanding of consumer behavior. The results contribute to the existing body of knowledge on digital marketing and consumer behavior, offering practical implications for businesses looking to improve their marketing strategies in the digital age. Overall, this thesis contributes to the field of business administration by shedding light on the impact of digital marketing strategies on consumer behavior in the retail industry. The findings offer practical recommendations for businesses to effectively leverage digital marketing to attract and retain customers, ultimately leading to improved business performance and competitiveness in the marketplace.

Thesis Overview