Thesis Abstract

Abstract
The retail industry is undergoing a significant transformation with the increasing adoption of digital marketing strategies. This thesis aims to analyze the impact of digital marketing on consumer purchasing behavior in the retail industry. The study will focus on how various digital marketing tools and techniques influence consumer decision-making processes and shopping behavior. The research will begin with an overview of the retail industry and the evolution of digital marketing within this sector. It will explore the current trends and challenges faced by retailers in adapting to the digital landscape. The study will also investigate the theoretical frameworks and models that explain consumer behavior in the context of digital marketing. A comprehensive literature review will be conducted to analyze existing research on the relationship between digital marketing and consumer purchasing behavior. This review will cover topics such as online advertising, social media marketing, email marketing, influencer marketing, and customer relationship management. The research methodology will involve a mixed-methods approach, combining quantitative surveys and qualitative interviews with consumers and retail industry professionals. The data collected will be analyzed using statistical tools and thematic analysis to identify patterns and trends in consumer behavior related to digital marketing. The findings of the study will provide valuable insights into how digital marketing influences consumer purchasing behavior in the retail industry. The discussion will highlight the implications of these findings for retailers and offer recommendations for improving digital marketing strategies to enhance customer engagement and loyalty. In conclusion, this thesis will contribute to the existing body of knowledge on digital marketing and consumer behavior in the retail industry. It will provide practical recommendations for retailers to optimize their digital marketing efforts and drive sales growth. Overall, the study aims to shed light on the transformative power of digital marketing in shaping consumer preferences and purchasing decisions in the modern retail landscape.

Thesis Overview