Thesis Proposal

[Audio] Good morning everyone. Today I am here to introduce you to our student, Md. Hamim Rahman, who is pursuing his degree in International Business Management. His topic of research is a thesis proposal, which will be supervised by Dr. Arup Barua. We look forward to a successful completion of his research and we wish him all the best for his future endeavors..

[Audio] My thesis is focused on the research topic of the impact of digital marketing on consumer buying behaviour. The image demonstrates the relevance of this topic in the context of International Business Management. Through this research, I hope to gain valuable insights that can help to optimize digital marketing strategies..

[Audio] Mr. Hamim Rahman's research proposal focuses on examining how digital marketing has impacted the consumer buying behavior in Finland. The research aims to analyze the effect digital marketing has had on the customer decision-making process. It seeks to explore the influence of digital marketing on customer behavior holistically and provide meaningful insights. The findings will be utilized to propose strategies and solutions to make digital marketing more effective in the context of customer behavior in Finland..

[Audio] The critical aim of this study is to understand the impact of digital marketing on consumer buying behavior. To answer this research question, the objectives are to analyse the various digital marketing channels and their impact on consumer awareness; investigate the role of social media in shaping consumer perceptions and preference; assess the influence of digital marketing strategies on consumer decision-making; examine the impact of digital marketing on impulse buying behavior; and identify the factors that moderate or mediate the relationship between digital marketing efforts and consumer choices. This study seeks to explore the influence of digital marketing on the thoughts, choices, and behaviors of today's consumers..

[Audio] Slide number 5 of this presentation gives an overview of the literature review. I have chosen authors from research articles which explore the effect of digital marketing in India, compare traditional and digital marketing, and assess the overall impact of digital marketing on businesses. Becoming familiar with these research works is vital for the topic in mind. The literature review is included to provide beneficial knowledge that has been gleaned from these research articles..

[Audio] Slide number 6 focuses on the theoretical framework for this project. My research looks to comprehend the influence of digital marketing on consumer behavior. To gain a better understanding, I will draw together varied theories to explore the intricate relationships between digital marketing strategies and consumer buying decisions. This section will cover digital marketing and its constituents, consumer behavior, online engagement, the impact of digital marketing on consumer behavior, and their interdependence..

[Audio] Slide seven of the presentation deals with the research methodology and design relevant to my thesis proposal. Research methodology pertains to the systematized approach followed by researchers to carry out a study and encompasses the strategies, methods, and processes utilized to procure, scrutinize, apprehend, and infer findings from data. Research design is used to lay out the whole roadmap for the study. I have chosen the qualitative method of research for this project, as it is most befitting to my thesis topic..

[Audio] For this research project, I will be utilizing both data collection and sampling techniques. Regarding data collection, I plan to take interviews. As for sampling, the population of Helsinki, Finland will be my sample. Depending on data access, I will be selecting either Giganti or Tokmani as the case company..

[Audio] The focus of Slide 9 is the analysis of data collected for this research and its results. Thematic analysis was applied as the method to analyse the data, and the findings indicate the effect of digital marketing on consumer buying behaviour. The research affirms that digital marketing does indeed have an effect on how consumers shop..

[Audio] Md. Hamim Rahman's thesis proposal on the impact of digital marketing on consumer buying behavior covers the discussion and conclusion section on Slide 10. Here, he will explain the answer to his research question, summarize his arguments, and focus on the connection of his theoretical framework and findings from the study. Additionally, he will provide any significant findings and recommendations as part of his conclusion..

Thank you.