project proposal.docx - Running head E-MARKETING Impact of...

This preview shows page 1 - 6 out of 19 pages.

Running head: E-MARKETING 1 Impact of E-Marketing of Luxurious Brands on Consumer Purchase Decision: Case of Hamleys
E-MARKETING 2 Table of Contents 1.0. Introduction .......................................................................................................................................................... 3 1.1. Problem Statement ........................................................................................................................................ 3 1.2. Aim and Objectives ....................................................................................................................................... 4 1.3. Overview of Hamleys .................................................................................................................................... 4 1.4. Research Project Justification ....................................................................................................................... 5 1.5. Potential Outputs ........................................................................................................................................... 6 1.6. Research Project Organisation ...................................................................................................................... 6 2.0. The Conceptual Framework ............................................................................................................................... 7 2.1. Impact of E-Marketing on Facebook ............................................................................................................ 7 2.2. Impact of E-Marketing on Twitter ................................................................................................................. 8 2.3. Impact of E-Marketing on Instagram ............................................................................................................ 9 2.4. Impact of E-Marketing on YouTube ............................................................................................................ 10 3.0. Methodology ....................................................................................................................................................... 12 3.1. Data Sources ................................................................................................................................................ 12 3.2. Research Design .......................................................................................................................................... 12 3.3. Variables of the Study ................................................................................................................................. 12 3.4. Budget and Schedule ................................................................................................................................... 13 3.4.1. Research Schedule .............................................................................................................................. 14 3.4.2. Research Budget ................................................................................................................................. 14 3.4.3. Budget Justifictaion ............................................................................................................................ 15 4.0. References ............................................................................................................................................................. 17 Appendix……………………………………………………………………………………...………………… ........ 18
E-MARKETING 3
E-MARKETING 4 1. Introduction 1.1. Problem Statement Bhayani and Vachhani (2014) assert that the marketing has undergone significant changes to reach consumers. According to Bhayani and Vachhani (2014), internet has enabled reaching a broader customer base conveniently and promptly. Consumers have also become tech-savvy and their expectations have increased regarding the product quality. Internet is now considered as a medium or path for consumers to communicate regarding brand and style of products and services (Felix, Rauschnabel, & Hinsch, 2017). Beig and Khan (2018) highlighted the significance of social media marketing on brand experience by studying the cases of apparel brands on Facebook. The interactions and content sharing are significant marketing tools used by business organisations in virtual communities that play a pivotal role in the brand experience along the four dimensions of affective, sensory, intellectual, and behavioural (Beig & Khan, 2018). This study also aims to contribute to the current academic literature by analysing the impacts of e-marketing through the study of luxury brands. The study will analyse how e- marketing influences the consumer purchase decision. The study will follow the case study method and the selected case is that of Hamleys, a leading toys and games retailer headquartered in London, UK. The promotion of luxury brands over online mediums has been debated in the academic literature (Lunardo & Mouangue, 2019; Romao, Moro, Rita, & Ramos, 2019). It is because the luxury brands are characterised by their exclusivity and limited availability (Ko, Costello, & Taylor, 2017). When consumers perceive that the brands are easily accessible and within the purchasing power of an average-income individual, the luxury outlook of the brand diminishes. However, the advancements of technology has benefited every sector and domain of the society. The luxury brands should also capitalize on the opportunity of e-marketing. In this context, this
E-MARKETING 5 study will analyse the impact of e-marketing of luxurious brands on consumer purchase decision by studying the case of Hamleys.

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture