Thesis Abstract

Abstract
This thesis investigates the impact of digital marketing strategies on consumer behavior within the context of e-commerce retailing. The rapid advancement of digital technologies has transformed the traditional marketing landscape, prompting businesses to adopt innovative strategies to engage with consumers online. In the realm of e-commerce, understanding how digital marketing influences consumer behavior is crucial for enhancing customer experiences and driving business growth. Chapter One provides an introduction to the research study, presenting the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of terms. The chapter lays the foundation for the subsequent chapters by outlining the key elements that will be explored in this research. Chapter Two consists of a comprehensive literature review that delves into ten key areas related to digital marketing strategies and consumer behavior in e-commerce retailing. The review synthesizes existing theories, models, and empirical studies to provide a holistic understanding of the subject matter. Chapter Three focuses on research methodology, detailing the research design, data collection methods, sampling techniques, data analysis procedures, ethical considerations, and limitations of the study. This chapter elucidates the systematic approach adopted to investigate the research questions and achieve the study objectives. Chapter Four presents the findings of the research, analyzing the impact of digital marketing strategies on consumer behavior in e-commerce retailing. Through qualitative and quantitative data analysis, this chapter elucidates the relationships between various digital marketing tactics and consumer behaviors in the online retail environment. Chapter Five concludes the thesis by summarizing the key findings, discussing their implications, and offering recommendations for practitioners and future research directions. The conclusion underscores the significance of leveraging digital marketing strategies to enhance consumer engagement and drive business success in the dynamic landscape of e-commerce retailing. In essence, this thesis contributes to the existing body of knowledge by shedding light on the influence of digital marketing strategies on consumer behavior in the e-commerce sector. By exploring this dynamic relationship, businesses can gain valuable insights into optimizing their digital marketing efforts to effectively engage with consumers and achieve sustainable competitive advantage in the digital marketplace.

Thesis Overview