Thesis Abstract

The abstract will be published shortly.

Thesis Overview

The project titled "Analysis of the Impact of Digital Marketing Strategies on Consumer Behavior in the Retail Industry" aims to explore and understand the influence of digital marketing strategies on consumer behavior within the retail sector. In recent years, the rise of digital marketing has revolutionized the way businesses interact with their customers, especially in the retail industry. This research seeks to investigate how various digital marketing strategies, such as social media marketing, email campaigns, search engine optimization, and online advertising, impact consumer behavior in terms of purchasing decisions, brand loyalty, and overall engagement with retail brands. Through a comprehensive literature review, this study will examine existing theories and research findings related to digital marketing and consumer behavior, providing a solid theoretical foundation for the research. The research methodology will involve both qualitative and quantitative approaches, including surveys, interviews, and data analysis, to gather insights from both retailers and consumers. The findings of this research are expected to shed light on the effectiveness of different digital marketing strategies in influencing consumer behavior in the retail industry. By identifying key trends, patterns, and success factors, this study aims to provide practical recommendations for retailers to enhance their digital marketing efforts and better engage with their target customers. Overall, this research overview highlights the importance of understanding the impact of digital marketing strategies on consumer behavior in the retail industry, and the potential implications for businesses looking to thrive in the digital age.