Thesis Abstract

Abstract
This thesis aims to investigate the impact of digital marketing strategies on consumer behavior within the retail industry. The evolution of technology and the increasing use of digital platforms have revolutionized the way businesses engage with consumers. In this context, understanding how digital marketing strategies influence consumer behavior is crucial for retail businesses to effectively reach and engage their target audience. The study will begin with an exploration of the background of digital marketing in the retail industry, highlighting the shift from traditional marketing approaches to digital strategies. It will identify the key digital marketing tools and techniques commonly used by retail businesses and examine their impact on consumer behavior. The research will address the following objectives to analyze the effectiveness of digital marketing strategies in influencing consumer behavior, to identify the factors that influence consumer engagement with digital marketing content, and to assess the relationship between digital marketing activities and consumer purchasing decisions. The study will also consider the limitations and scope of the research, acknowledging potential constraints and outlining the boundaries within which the study will be conducted. Furthermore, it will emphasize the significance of the research findings for retail businesses seeking to enhance their digital marketing efforts and improve consumer engagement. The methodology chapter will detail the research design, data collection methods, and data analysis techniques employed in the study. It will include a comprehensive review of relevant literature on digital marketing and consumer behavior to provide a theoretical framework for the research. Findings from the study will be presented and discussed in Chapter Four, highlighting the key insights regarding the impact of digital marketing strategies on consumer behavior in the retail industry. The chapter will explore the implications of the findings for retail businesses and provide recommendations for optimizing digital marketing strategies to better engage consumers. In conclusion, this thesis will summarize the key findings and contributions of the study, emphasizing the importance of understanding and leveraging digital marketing strategies to effectively influence consumer behavior in the retail industry. The research aims to provide valuable insights for practitioners and researchers interested in enhancing their knowledge of digital marketing and consumer engagement strategies in the retail sector. Keywords digital marketing, consumer behavior, retail industry, technology, consumer engagement, online marketing, digital platforms.

Thesis Overview