Thesis Abstract

Abstract
This thesis examines the impact of digital marketing strategies on consumer behavior within the retail industry. The proliferation of digital platforms and technologies has transformed the way retailers engage with consumers, providing new opportunities to target, reach, and influence consumer behavior. The study aims to explore how digital marketing strategies, such as social media marketing, email campaigns, search engine optimization, and personalized advertising, affect consumer behavior in the retail sector. The research is structured around a comprehensive literature review that identifies key theoretical frameworks and empirical studies related to digital marketing and consumer behavior. The methodology section outlines the research design, data collection methods, and analysis techniques employed to investigate the research questions. Data was collected through surveys, interviews, and case studies to gain insights from both consumers and retailers. The findings of the study reveal that digital marketing strategies have a significant impact on various aspects of consumer behavior, including purchase decisions, brand loyalty, engagement, and satisfaction. The analysis highlights the importance of personalized and targeted marketing efforts in influencing consumer behavior and driving sales in the retail industry. Based on the results, this thesis provides practical recommendations for retailers looking to optimize their digital marketing strategies to better engage with consumers and enhance their shopping experience. The study contributes to the existing literature by offering new insights into the relationship between digital marketing strategies and consumer behavior, with implications for both theory and practice in the retail sector.

Thesis Overview