Thesis Proposal

[image] Loa ,101QIOå •. Introduction. 3. The unrelenting advancement of digital technology in recent years has ushered in a paradigm change of mammoth proportions in the field of marketing. It is becoming more and more clear as we stand at the crossroads of the digital era that the influence of digital marketing tactics on consumer behavior is profound, extensive, and transformational. Due to this change, it is essential to thoroughly examine, comprehend, and appreciate how the dynamics of customer behavior have changed inside this digital ecosystem. The research study will focus on the following research question: How does digital marketing influence the consumer buying behavior among the people of Finland? What is the impact of digital marketing on consumer decision-making processes?.

[image] DGTALMARKETING 107. 4. The critical aim of the study is to understand the impact of digital marketing on consumer buying behaviour. To address the research question, the following objectives have been outlined: To analyse the various digital marketing channels and their impact on consumer awareness. To investigate the role of social media in shaping consumer perceptions and preference. To assess the influence of digital marketing strategies on consumer decision-making. To examine the impact of digital marketing on impulse buying behavior. To identify the factors that moderate or mediate the relationship between digital marketing efforts and consumer choices. This study aims to serve as a lighthouse, revealing the many parts of this intricate interaction and ultimately pointing the way to more efficient and moral digital marketing techniques. We will explore the digital marketing to see how it has influenced the thoughts, choices, and behaviors of today's consumers..

Theoretical Framework. 5. In theoretical framework I will represent a comprehensive understanding of how digital marketing influence consumer behavior. By integrating theories, I will analyze and predict the complex dynamics between digital marketing strategies and consumer buying decisions. In this section, I will discuss digital marketing and its components, consumer behaviour, online engagement, the impact of digital marketing on consumer behaviour and how they interrelated with each other..

Research Methodology. 6. Research methodology refers to the systematic process followed by researchers to conduct a study or investigation. It involves the techniques, approaches, and procedures used to gather, analyze, interpret, and draw conclusions from data. Research Design It is used to outlines the overall plan for the study. It includes choosing between qualitative, quantitative, or mixed methods, determining the structure of the study and specifying data collection methods. According to my thesis topic I will use qualitative research method..

Research Methodology. 7. Data collection There are various techniques to collect data. These can range from surveys, interviews, observations, experiments, focus groups, to analysis of existing data sets. The choice depends on the research objectives and nature of the study. I will take interviews to collect data. Sampling The next stage of research methodology is Sampling. It involves selecting a subset of individuals or elements from a larger population. I will select the population of Helsinki, Finland as my sample and to be specific I would like to select a case company like Giganti or Tokmani depending on data access..

Data Analysis & Result:. Person with Idea. 8. Data Analysis The next step after data collection is data analysis. To analyze the information to derive meaningful insights. Qualitative research often involves thematic analysis, content analysis, or grounded theory. Here I will use thematic analysis for analysing my collected data. Result Here I will represent the findings of my data analysis that is the impact of digital marketing on consumer buying behaviour..

[image] Pen placed on top of a signature line. Discussion & Conclusion.

Thank you.