RevisedDocument(1).doc - Running Head DIGITAL MARKETING AND CONSUMER BEHAVIOR 1 Dissertation The Influence of Digital Marketing on Consumer Behavior in

RevisedDocument(1).doc - Running Head DIGITAL MARKETING AND...

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Running Head: DIGITAL MARKETING AND CONSUMER BEHAVIOR 1 Dissertation: The Influence of Digital Marketing on Consumer Behavior in Apparel Industry Name Course Tutor Module Institution
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DIGITAL MARKETING AND CONSUMER BEHAVIOR 2 Table of Contents 1. Introduction……………………………………………………………………...3 a. Introduction to Chapter……………………………………………………7 b. Background to Study…………………………………………………….10 c. Aim……………………………………………………………………….10 d. Research Objectives……………………………………………………….11 e. Research Questions……………………………………………………….12 f. Rationale………………………………………………………………….13 g. Structure of the Dissertation………………………………………………14 h. Theoretical Framework……………………………………………………7 2. Literature Review……………………………………………………………….15 3. Research Methodology……………………………………………………… .... 34 a. Introduction to Chapter…………………………………………………….35 b. Research Philosophy.………………………………………………………34 c. Research Design……………………………………………………… .... ….35 d. Description of Methods and Justification…………………………….…….36 e. Sampling Approach………………………………………….………… ...... 37 f. Sample Size…………………………………………………………………38 g. Access of Participants………………………………………………………38 h. Data Analysis……………………………………………………………….39 i. Pilot Study………………………………………………………………….40 j. Ethical Considerations and Implications………………………………… .... 40 k. Results………………………………………………………………………39 l. Discussions and Conclusion………………………………………………...40 4. References…………………….………………………………………………...41
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DIGITAL MARKETING AND CONSUMER BEHAVIOR 3 1.0. Chapter One: Introduction a. Introduction to the Chapter The emergence and continued adoption of social media and email marketing technologies has revolutionized marketing for organizations. In the last ten years, these innovations have significantly transformed the ways in which customers communicate with each other, and their approaches to seeking and exchanging information about products (Eagle et al. 2014).
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