Thesis Abstract

Abstract
The retail industry is undergoing a significant transformation with the increasing adoption of digital marketing strategies to enhance customer engagement. This thesis explores the impact of digital marketing strategies on customer engagement in the retail industry. The study aims to analyze how various digital marketing tools and techniques influence customer engagement, loyalty, and satisfaction. A mixed-method research approach was employed, utilizing both quantitative surveys and qualitative interviews with retail industry experts and consumers. Chapter One provides an introduction to the research topic, presenting the background of the study, problem statement, objectives, limitations, scope, significance, and structure of the thesis. It also includes definitions of key terms related to digital marketing and customer engagement. Chapter Two consists of a comprehensive literature review that examines ten key areas related to digital marketing strategies and customer engagement in the retail industry. This section delves into the latest research findings, theories, and industry practices to provide a solid theoretical foundation for the study. Chapter Three outlines the research methodology, detailing the research design, data collection methods, sampling techniques, data analysis procedures, and ethical considerations. The chapter highlights the rationale behind the chosen research methods and justifies their suitability for addressing the research questions. Chapter Four presents a detailed discussion of the research findings, focusing on the impact of digital marketing strategies on customer engagement in the retail industry. The chapter explores the relationships between various digital marketing tools such as social media marketing, email marketing, search engine optimization, and customer engagement metrics. Chapter Five concludes the thesis by summarizing the key findings, discussing their implications for retail practitioners, and offering recommendations for future research. The study contributes to the existing body of knowledge by shedding light on the effectiveness of digital marketing strategies in enhancing customer engagement and driving business success in the retail sector. Overall, this thesis provides valuable insights into the evolving landscape of digital marketing in the retail industry and offers practical recommendations for retailers looking to improve their customer engagement strategies.

Thesis Overview