Thesis Abstract

Abstract
The retail industry is continuously evolving, and the integration of digital marketing strategies has become crucial for businesses seeking to enhance customer acquisition and retention. This thesis investigates the impact of digital marketing strategies on customer acquisition and retention in the retail industry. The study aims to analyze how various digital marketing techniques influence customer behavior, engagement, and loyalty within the retail sector. Chapter One provides an introduction to the research topic, outlining the background, problem statement, objectives, limitations, scope, significance, and structure of the thesis. The chapter also includes definitions of key terms to provide a clear understanding of the study. Chapter Two presents a comprehensive literature review that explores ten key aspects related to digital marketing strategies and their impact on customer acquisition and retention in the retail industry. The review covers topics such as the evolution of digital marketing, consumer behavior in the digital age, and the effectiveness of different digital marketing channels. Chapter Three details the research methodology employed in this study. The chapter includes discussions on the research design, data collection methods, sampling techniques, data analysis procedures, and ethical considerations. Additionally, the chapter outlines the steps taken to ensure the validity and reliability of the research findings. Chapter Four presents the findings of the study, analyzing the data collected through surveys, interviews, and case studies. The chapter discusses how specific digital marketing strategies have influenced customer acquisition and retention in the retail industry, highlighting key trends, challenges, and success factors identified during the research. Chapter Five offers a conclusion and summary of the thesis, presenting a synthesis of the key findings, implications for practice, and recommendations for future research. The chapter concludes by emphasizing the importance of digital marketing strategies in enhancing customer acquisition and retention in the competitive retail landscape. Overall, this thesis provides valuable insights into the impact of digital marketing strategies on customer acquisition and retention in the retail industry. The findings contribute to the existing body of knowledge on digital marketing and offer practical recommendations for retail businesses aiming to optimize their marketing efforts and enhance customer relationships in the digital era.

Thesis Overview