Thesis Abstract

Abstract
The retail industry has witnessed a significant transformation in recent years with the increasing adoption of digital marketing strategies. This thesis explores the impact of digital marketing on consumer behavior within the retail sector. The study focuses on understanding how digital marketing initiatives influence consumer decision-making processes and purchasing behavior. Through a comprehensive literature review, the research examines the theoretical frameworks and empirical studies relevant to digital marketing and consumer behavior in the retail context. The methodology chapter outlines the research design, data collection methods, and analysis techniques used to investigate the research questions. The study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews with consumers and retail industry experts. The findings chapter presents the results of the data analysis, highlighting key trends and insights into the influence of digital marketing on consumer behavior. The discussion chapter provides a detailed analysis of the findings, drawing connections between digital marketing strategies and consumer responses in the retail industry. The implications of the study are discussed in light of the theoretical and practical implications for retailers and marketers. The study concludes with a summary of the key findings, recommendations for future research, and practical implications for retail practitioners looking to enhance their digital marketing strategies to better engage and influence consumer behavior. Keywords digital marketing, consumer behavior, retail industry, online shopping, e-commerce, social media marketing, customer engagement, data analytics.

Thesis Overview