Thesis Abstract

Abstract
The retail industry is undergoing a significant transformation due to the increasing adoption of digital marketing strategies. This thesis aims to analyze the impact of digital marketing strategies on consumer behavior in the retail industry. The study explores how digital marketing initiatives influence consumer perceptions, preferences, and purchasing decisions in the retail sector. A comprehensive literature review is conducted to examine the theoretical foundations and empirical studies related to digital marketing and consumer behavior. The research methodology involves a mixed-methods approach, combining quantitative surveys and qualitative interviews with retail consumers. The findings reveal the various ways in which digital marketing strategies, such as social media marketing, influencer collaborations, personalized content, and mobile applications, influence consumer behavior. The results highlight the importance of building strong online brand presence, engaging with consumers through interactive content, and leveraging data analytics to understand and cater to consumer preferences. The implications of the study provide valuable insights for retail businesses seeking to enhance their digital marketing strategies to effectively engage with and influence consumer behavior. This thesis contributes to the existing literature on digital marketing and consumer behavior by providing a detailed analysis of the impact of digital strategies in the retail industry.

Thesis Overview