Thesis Abstract

Abstract
This thesis investigates the impact of digital marketing strategies on consumer behavior in the retail industry. In recent years, the retail sector has witnessed a significant shift towards digital marketing as a key driver of consumer engagement and purchase decisions. The study aims to provide a comprehensive analysis of how digital marketing strategies influence consumer behavior, with a specific focus on the retail industry. The research methodology employed in this study includes a thorough literature review to explore existing theories and empirical studies on digital marketing and consumer behavior. Additionally, a mixed-method approach involving quantitative surveys and qualitative interviews will be used to gather primary data from consumers and retail industry professionals. Chapter 1 provides an introduction to the research topic, presenting the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of key terms. Chapter 2 offers a detailed literature review covering ten key areas related to digital marketing strategies and consumer behavior in the retail industry. Chapter 3 outlines the research methodology, including research design, data collection methods, sampling techniques, data analysis procedures, ethical considerations, and limitations of the study. This chapter also discusses the rationale behind the chosen methodology and justifies its suitability for the research objectives. Chapter 4 presents a comprehensive discussion of the research findings, analyzing the impact of various digital marketing strategies on consumer behavior in the retail industry. The chapter explores key themes emerging from the data analysis and provides insights into the implications of the findings for retail marketers. Chapter 5 concludes the thesis by summarizing the key findings, discussing their implications, and offering recommendations for retail marketers. The chapter also highlights the contributions of the study to the existing literature and suggests directions for future research in this area. Overall, this thesis aims to contribute to a deeper understanding of how digital marketing strategies influence consumer behavior in the retail industry, providing valuable insights for retail practitioners and researchers alike.

Thesis Overview