Thesis Abstract

Abstract
The retail industry is undergoing a significant transformation with the increasing adoption of digital marketing strategies to engage consumers and drive sales. This thesis aims to explore the impact of digital marketing strategies on consumer behavior within the retail sector. The study will investigate how various digital marketing tactics, including social media marketing, email campaigns, search engine optimization, and influencer partnerships, influence consumer decision-making processes and purchasing behaviors. By examining the interactions between digital marketing efforts and consumer behavior, this research seeks to provide valuable insights for retailers looking to enhance their marketing strategies and improve customer engagement. The methodology for this study involves a mixed-methods approach, combining quantitative surveys with qualitative interviews to gather comprehensive data on consumer perceptions and behaviors. The sample population will consist of retail industry consumers across different demographic profiles to ensure a diverse representation of perspectives. Through statistical analysis and thematic coding of qualitative responses, the study aims to identify patterns and trends in consumer behavior influenced by digital marketing strategies. The findings of this research are expected to contribute to the existing body of knowledge on digital marketing and consumer behavior in the retail industry. By uncovering the key drivers behind consumer engagement with digital marketing initiatives, retailers can develop more targeted and effective strategies to attract and retain customers. The implications of this study extend to marketing professionals, business managers, and researchers seeking to understand the evolving dynamics of consumer-brand interactions in the digital age. Overall, this thesis seeks to provide a comprehensive analysis of the impact of digital marketing strategies on consumer behavior in the retail industry, offering practical recommendations for retailers to optimize their marketing efforts and drive business growth in an increasingly competitive marketplace.

Thesis Overview