Thesis Abstract

Abstract
This thesis aims to investigate the impact of digital marketing strategies on consumer behavior within the retail industry. As the global marketplace continues to evolve rapidly with advancements in technology, companies are increasingly turning to digital marketing as a key tool to reach and engage with their target consumers. This study seeks to explore how various digital marketing strategies influence consumer behavior, purchase decisions, and brand loyalty in the retail sector. The research will be conducted through a comprehensive literature review, analyzing existing studies and theories related to digital marketing and consumer behavior. Additionally, primary data will be collected through surveys and interviews with consumers and marketing professionals to gain insights into their perspectives and experiences. Chapter 1 provides an introduction to the research topic, outlining the background, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of key terms. Chapter 2 presents a detailed literature review covering ten key aspects of digital marketing strategies and their impact on consumer behavior. Chapter 3 outlines the research methodology, including the research design, data collection methods, sampling techniques, and data analysis procedures. This chapter also discusses ethical considerations and limitations of the research process. Chapter 4 presents an in-depth discussion of the research findings, analyzing the relationship between digital marketing strategies and consumer behavior in the retail industry. The findings will be explored in detail, highlighting key trends, patterns, and implications for marketers. Finally, Chapter 5 concludes the thesis by summarizing the key findings, implications, and recommendations for future research and practice. The study aims to contribute to the existing body of knowledge in the field of digital marketing and consumer behavior, providing insights that can help retailers develop more effective strategies to engage with their target audience in the digital age.

Thesis Overview