Experiential marketing (EM) is known to increase overall and spontaneous brand awareness, purchases and recommendations by huge values in the market. This mode of marketing is fast gaining relevance in the market and becoming the necessary tool for marketers in general and specific for brand managers. With this importance, there has been a growing need for the use of experiential marketing in organizations thus indicating their relevance and effectiveness especially in the perishable market and the fast moving consumer goods (FMCG) sector. In determining the relevance and appropriateness of experiential marketing a relationship between the marketing strategy and other variables will be explored, the positive consequences of these variables on experiential marketing is to indicate the relevance and appropriateness of the marketing mode.
In regards to the effectiveness, relevance and appropriateness of experiential marketing, the study sought to establish the relationship between experiential marketing, the consumer behavior or the behavior of purchaser, experiential value and customer loyalty in the fast moving consumer goods (FMCG) sector. In executing the study, a population of 1090 respondents was evaluated with the survey design being cross-sectional. In this population a sample of 381 was drawn.
Questionnaires were administered to assist collect the responses. In establishing the relationship of the study, there was a rigorous data analysis that was carried out. The relationship would help determine the relevance, appropriateness and effectiveness of EM. From the study, the relationships between the experiential marketing, consumer behavior, experiential value and the loyalty of the customer were found to be positive and quite significant in determining the appropriateness of the marketing mode. Upon carrying out regression analysis, the results showed that EM, value and consumer behavior were significant predictors of customer loyalty. Given that the model used could only explain the customer loyalty of FMCG products by 45.8% in variance, the study recommends that further research should be done with other factors in place or put in consideration especially those that were not part of the model. In carrying out a further research, a longitudinal study is recommended.
To carry out a detailed literature review of previous literature concerning the effectiveness, appropriateness and relevance of integration experiential marketing in organizations.
To examine the appropriateness of EM
To establish the relevance of experiential marketing
To determine the potential effectiveness of EM and experiential value.
To determine the relationship between EM, experiential value and customer loyalty
Experiential Marketing Dissertation Contents
1 – Introduction Background to the Study Statement of the Problem Purpose of the Study Research Objectives Research Questions Scope of the Study Subject scope Geographical scope Time Scope Significance of the Study Conceptual Framework
2 – Literature Review Customer Loyalty Experiential Value and Purchase Behavior Experiential Value and Customer Loyalty Purchase Behaviour and Customer Loyalty Consumer Relationships and Emotions with Brands Experiential Marketing Trend Schmitt’s 5-Stages Experiential Marketing Strategy
3 – Methodology Research Design Study Population and Area Sample Size and Sampling Technique Data Sources and Data Collection Instruments Measurement of variables Validity and Reliability Instrument Data Processing and Analysis Limitations to the Study
4 – Analysis and Discussion Survey results The Relationship between the Study Variables Customer Loyalty EM and Purchase Behavior EM and Experiential Value EM, Experiential Value and Customer Loyalty Regression Analysis
5 – Discussion Customer Loyalty EM and Purchase Behavior EM and Experiential Value EM and Experiential Value and Customer Loyalty
6 – Conclusions and Recommendations Recommendations Areas for further study
If you enjoyed reading this post on experiential marketing in the UK FMCG sector, I would be very grateful if you could help spread this knowledge by emailing this post to a friend, or sharing it on Twitter or Facebook. Thank you.
It is vitally important that you gain access to dissertation topic examples marketing during your degree course notably in the final year. To provide an overview of why and how dissertations are written: these need to be both professionally and academically presented.
Difference between reports
and dissertation topic examples marketing
You may have developed your report writing skills in
previous years; if not, please refer to our Report Writing resources. The good
news is that the format and presentation is almost identical, but you will have
A report is usually an end of module assignment with very
clear guidelines from your Tutor. Features of dissertations, final year
projects and extended reports:
Undertaken in your final year of undergraduate
study, or in postgraduate education
Is linked to both current theory and practice
You will have more choice as to the topic and
methodology, and will decide on the aims and objectives of your study
You will be required to undertake more
independent research into subjects which may not have been taught or may have
been covered in a range of modules throughout your programme of study
The word count is usually much higher than for a
Often requires a Project Proposal in order to
gain approval for your key concepts before you start.
Why find dissertation
topic examples marketing?
dissertation topic examples marketing usually contain
sections of writing to record the methodology, results and conclusions of an
investigation. They are used to enable your lecturer to assess the way you have
approached your investigation, collected your data and evaluated your results.
Dissertations demonstrate skills in: planning, organising,
researching, problem solving and time management as well as oral and written
communication skills. They also demonstrate in-depth subject knowledge.
Format of dissertations
Are written using formal academic language
Headings and sub-headings should be used
Bullet points or numbers can be used to list
Are written to be discussed by more than one
Show vigour in research
Drawings, graphs, statistics and other
additional material can be added as appendices
Sections of a dissertation
dissertation topic examples marketing can be written in a
variety of ways depending on your subject area, and whether you have undertaken
primary or secondary research. However the sections below are a general
indication of what sections need to be included.
1. Title page
5. Aims and Objectives
6. Literature Review
7. Research Methodology
8. Ethical Issues
11. Recommendations (if requested)
1. The Title Page
The title should provide a clear indication of what the dissertation is about: it should be accurate and concise. The title page should also include the date the report was written, who wrote the report and who the report was for. Make clear the dissertation topic examples marketing.
2. Abstract (also known as Summary)
This is a summary of the whole report’s contents. Readers
will decide whether to read the whole report based on the abstract and
therefore it should be sufficient for them to understand what the report is
about, including the results of the investigation.
The abstract is written after the rest of the report even
though it is presented at the beginning. It should describe the work that has
been carried out, not the work that will be carried out.
A list of contents is required and should be correctly
formatted. See Student IT support on Managing Longer Pieces of Work.
This gives the background to the investigation. It puts your
investigation into context and gives the reader some idea of the value and
importance of your work. It tells the reader why this is an important subject
5. Aims and Objectives
You should have a clear statement about the purpose of your
study (aim) and how you are going to achieve those aims (objectives). State
what you are trying to achieve and how you will achieve it. This is a crucial
part of the report as it will be judged on whether your aims and objectives
have been achieved: ensure you are clear about the difference between these.
6. Literature Review
This informs the reader of the current thinking in your
particular topic. It will place your research in context and show how you are
building upon previous knowledge. This should also highlight any areas of
contention. Ensure you cite your sources of information and reference your
7. Research Methodologies
This section is important because if you undertake
inappropriate methodology your results and findings will be disputed. The
reader needs to know what you did to find out information so they can make a
judgement about the suitability of your methodology.
In this section, you state what you have done to achieve
your aims, what you did to find information you need and why you did it.
The methodology section can be sub-divided into the
A short section (one or two sentences) in which you make a
clear and accurate statement outlining what sort of investigation you used. Justify
your statements by referencing to best practice.
You should provide a brief description of who you used in
your sample and why. The information should include the essential features of
any respondents used.
• Who were the subjects of the study?
• How were they selected?
• How many were there?
Justify your decisions by referencing back to best practice.
Materials/Apparatus (if necessary)
What sorts of dissertation topic examples marketing material
were used? For example, experimental stimuli, tests, questionnaires. If using
established tests or materials, these should be fully referenced. Any apparatus
used should be described accurately (you could use diagrams or photographs).
This should be a description of exactly how you carried out
the investigation: what exactly happened during the investigation, from start
to finish in enough detail to allow replication. Remember to use the passive
voice (third person), past tense; for example: “The questionnaire was given to
all 1st year students.” “The responses to each question were recorded using
simple tally charts”.
The procedure does not have to take the form of an
experiment; some reports document the findings of desk based research and
extended literature reviews.
Method of Analysis
As your analysis is part of what you did, you should include
a statement of what methods of analysis were used and why they were chosen (do
not panic if the methodology section becomes long – it is quite normal for this
section to sometimes be the longest section of the report).
8. Ethical Issues
All dissertations and investigations should consider ethical
issues. You are expected to complete a Staffordshire University Ethical
Approval form and have this signed off by your tutor. This should be included
as an appendix. In your report you should make the reader aware of the possible
ethical issues of your research and how you overcame these issues, for example:
confidentiality, storage of data and so on.
9. Results/Findings (sometimes this section can be merged with Discussion
It tells the reader what you have found out and is
objective. It states the findings of your research. You may include tables and
graphs, but also explain the results in words. Any raw data should be included
as an appendix.
This covers the interpretation of the results, evaluation of
the theoretical significance of the findings and a general discussion of the
investigation. It should answer questions such as:
• What has your investigation shown?
• Did it achieve its objectives?
• What theory/literature does it support or contradict?
• What are the most plausible explanations of your findings?
• Are there any possible criticisms of the investigation?
The discussion should also:
• Build on the material in the introduction and literature
• Evaluate the adequacy of your methodology
• Suggest design features that may have affected the results
• Include whether the results would be different under
Use your findings and analysis to make recommendations in dissertation
topic examples marketing. You may make the recommendation that further
investigation is undertaken if you realise that there were gaps in your
methodology or anomalies in your findings. Alternatively, you may advise that
some actions be considered.
Make sure references are given correctly. All dissertation topic examples marketing must be reference in accordance to your university’s guidelines.
13. Appendices (content usually not included in the word count)
Do not put results here: only the raw data should be
presented in an Appendix. Some other materials may be usefully included in an
Appendix (for example, blank questionnaires, copy of written tests used).
Remember not to include anything in an appendix that has not been referred to
in the text.
References and further reading
Levin, P. (2011) Excellent Dissertations. Open University
McMillan, K. & Weyers, J. (2011) How to Write
Dissertations and Project Reports. (Smarter Student Series) Harlow: Pearson
Consumer behavior is an important management field, the study and application of which can provide a lot of insight and value to the marketers. This research paper is based mostly on the existing theories and models of consumer behavior. The first part looks for external factors influencing consuming behavior at various stages and the second applies theories to a well known business organization, L’Oreal.
says that the consumer decision making process is often the result of a single
problem however, at other times consumption decision is based on a number of
factors. The example provided by Hawkins (2008) to explain the difference
actually helps the reader in better analyzing the types of consumption requirement.
Running low on gasoline while driving leads to a single factor consumption
decision whereas the realization of an aging automobile, growing feeling of
inadequacy or low self esteem lead to a multi factor consumption decision
regarding a commodity or a service.
marketers of an organization, it is important to take into consideration both
the types of consumption such that the overall sales of that organization are
increased. Consumers are the end point of the supply chain processes. They actually
are the magnetic force for all kinds of manufacturing, production and retailing
processes that are taking place in a market or in an industry. The stronger the
magnetic force in fact, the better will be the overall processes of production,
manufacturing and retailing. It is therefore important for the organizations to
capture as much of that attraction of the customers as possible. One simple
reason for that is that customers are the ones that provide revenue to the
business. An interesting quote by Jeff Bezoz, the CEO of Amazon.com says that
it is actually the customers of the organization that give the business the
money to operate and not the competitors of the organization and thus, all the
strategies that the organization makes to improve the business performance (or
market capitalization) should be oriented towards the customers (Stockport,
then forms the core of the field of consumer behavior. Consumer behavior,
initially stemming out of the study of micro economics has actually gotten
extensive and intensive enough to be termed as a completely independent study
of management sciences and one that can have serious policy implications for a
behavior holds that the purchasing decision of the consumer can actually be
analyzed through various models and theories and using those findings, a
business can orient its market plan to gain competitive advantage in the
market. A number of external and internal factors become a part of
understanding how and why consumers making purchasing decision, using decisions
and disposing off decisions and how preferences and tastes as well as norms,
cultures, peer pressures and traditions become a part of this decision making
process (Lamb, Hair, McDaniel, 2011).
Since it has
now been established that a number of internal and external factors play a role
in influencing the consumers in their consuming decision, the breakdown of each
factor is possible. As far as a business organization and more precisely the
strategic managers or the marketers of the organization are concerned, external
factors are the ones which they have the power over and thus they can influence
the attraction felt by consumers for the product being marketed. However,
before the marketing managers can actually pin point the external factors and
manipulate them, each stage of the decision making process of the consumers
needs to be analyzed.
Analysis of how external variables are used by marketers to influence consumer decision making at the various stages of the consumer decision making model. Illustrations through examples
p. 561) identifies the nominal decision making process and defines it in the
“Nominal decision making, sometimes referred to
as habitual decision making, in effect involves no decision per se….A
completely nominal decision does not even include consideration of the “do not
purchase” alternative. For example you might notice that you are nearly out of
Aim toothpaste and resolve to purchase some the next time you are at the store.
You don’t even consider not replacing the toothpaste or purchasing another
to Hawkins (2008) then a nominal decision making process can be broken down
further into brand loyal decisions and repeat decisions.
For the marketers, development of brand loyalty is another arena that is receiving significant attention mostly because of its importance that has been highlighted through the theories of consumer behavior. The more the consumer feels loyal to the brands, the lesser he or she will actually consider buying another brand and thus the number of secure sales for the organization will increase and in the longer run, the provision of stability of revenue for the organization will also be enhanced.
The example for the nominal decision making process has already been highlighted by reviewing Hawkins (2008) however to provide another example is the purchase of soaps, bottled milk, tea brand, coffee brand or sanitary pads. Mostly, for all of these products, the consumer mechanically throw these products into the shopping cart without even considering that just right to the brand that they picked lies another, probably better brand. Development of this behaviour in the consumers requires effort and strategy from the marketing manager of the business organization.
Next is the
five step decision making process as studied by Lamb, Hair and McDaniel (2011).
In this model, the first step is the recognition of need of a product or
service by the consumers. The second is the information search, third the
evaluation of alternatives and fourth the purchase of the commodity or service.
Finally, the fifth step is the post purchase behaviour. In regards to the model
however, the following has been said (Lamb, Hair and McDaniel, 2011, p. 189),
“The five steps represent a general process that
can be used as a guide for studying how consumers make decision. It is
important to note though that consumers’ decisions do not always proceed in order
through all of these steps. In fact, the consumer may end that process at any
time or may not even make a purchase.”
this model does provide important steps that can be used by the marketers to
create external influence on the consuming behaviours of the customers. Baker
(2003) says that these five stages together are affected by a number of
external and internal factors. These factors include the cultural, social,
individual and psychological factors and are actually applicable to all the
stages of the consumer decision making process. Therefore, if the customers are
to use factors to influence the consumer decision making process, these factors
are to be manipulated. For the purpose of this section of the research report,
only external factors will be analyzed for each stage of consumption of the
goods and services.
step is the recognition of needs. This is actually the first and the most
important step that the marketers can use to attract the customers and thus
gain competitive advantage and even first movers advantage in the market. This
is possible by making the customers realize the need for the product that the
firm is offering. Hawkins (2008, p. 565) says that,
“Marketers often attempt to cause consumers to
recognize a potential problem for which the marketer has a solution…this
sometimes involves making consumers aware of problems well before they arise.”
important word here is “potential”. The usual way through which the problem
solving approach goes is to at first recognize the problem and then solve it. Providing
external stimulus on the need recognition stage of the decision making process,
marketers are actually making the customers create a problem in their head that
they did not realize existed before. Obviously this can be both real and
imaginary but there is no necessity that the consumer knew of the solution to
the problem before. For example, the invention of diapers stimulated the need
recognition stage of the decision making process. Before that for centuries,
mothers and maids were using cloth and plastic panties for their babies and
everything seemed to go fine. With the advent of diapers however, it became
almost a necessity. Something without which bearing a child seemed like a
the marketers can influence the information search stage of the consumer
decision making process by providing to the consumers the necessary information
through various media. Nowadays, television advertisement, billboards and
internet are the favorite sources of providing the consumers with the
information about the product and how that product is the one that the
consumers require in solving the problem. For example when proctor and gamble
came up with the diapers, pampers, they needed to provide the useful
information to the consumers about the product. So that the customers who have
already realized this problem and were looking for a solution find it in the
shape of pampers. This then can require free samples and other promotion
techniques as well. As of today however, the techniques that remain dominant
have been mentioned.
marketers can influence the third step that is of alternative evaluation by
allowing the customer, through efficient marketing strategies to realize that
the product the firm is offering is the best one for the consumer. The external factor used here can be the help
of celebrities to promote a product. Knowing that a specific product works
better than anything else for something well known and looked up to can
actually lead the consumers to be inclined more towards the purchase of that
fourth stage of the consumer decision making model, prices are the factors that
need to be considered and used by the marketers. The consumers should know that
the price they are paying for the product is actually worth it. Here, the
factor and consciousness of social class can play an important role. The effect
of social class on consumer behavior, apart from the direct relationship of
income levels and value of consumption, there is also a direct relationship
till the upper class between the realization of social class and the desire to
mobilize in the social class hierarchy and the value of consumption (Loudon, 2007).
It has been noted that the upper, upper middle and the middle class seriously
dreams of being recognized as the elite (how o not really care about the prices
but about the quality) make more expensive purchases of the products or
services to reinforce their social class image in the society.
Select a company or not-for-profit organisation that you are familiar with and critically evaluate how a specific consumer behavioral theory or model can aid in understanding consumers’ actions. Demonstrate how this then guides the practical implementation of marketing strategy in your chosen organisation.
The business entity selected for the purpose this section of the report is L’Oreal Paris. This is the largest beauty and cosmetics brand in the world. In 2009 L’Oreal completed its hundred years and recognizes its moves in the business world as that of being adventurous. L’Oreal (2011) notes that above and beyond that financial success that the organization has achieved, the journey of L’Oreal has been marked by a quest for innovation, a quest for excellence, a question for the purpose of actually existing in the market and finally a quest for diversity in regards to the range of cultures, preferences and tastes of women around the globe.
This organization has actually celebrated beauty around the globe. L’Oreal has a huge international presence and operates in five continents of the worlds excluding Antarctica and Australia from the list. By the global 100, this beauty brand was actually ranked amongst the world’s 100 most sustainable business organizations. Moreover, this organization in 2011 has been presented with the best financial performance by the Boursoscan (L’Oreal, 2011).
overview of the organization notes that for a century the organization has been
pushing back the boundaries of science to invest and meet the aspirations of
millions of women and men (L’Oreal, 2011). L’Oreal seeks to provide the best
cosmetics to the world in terms of quality, safety and efficacy. In 2010, the
business had consolidated sales figure of 195 billion Euros. Currently, the
organization is managing 23 global brands in 130 countries of the world and
registered 612 patents in the year 2010 (L’Oreal, 2011).
to the core behavioral theories, Schiffman (2008) notes that there are a number
of routes through which the conditioning of consumers to buy a particular
product can be done. The first route is the classical conditioning in which the
consumer links a certain response to a product. For example, in regards to
L’Oreal, classical condition will be that using the Voluminous Mascara
introduced by the organization, the eyelashes will actually look darker and
prettier and the result will be similar to what Ashwariya Rai puts on her eyes.
The conditioning stimulus here will be the darker, more volume eyelashes like
the ones that Ashwariya Rai appears with. Through the advertisement then the
unconditioned response of the consumer who needs to buy mascara turns into a
Schiffman (2008) studies the cognitive associative learning behavior. According
to this view, the relationship or (congruity) between the conditioned stimulus
and the unconditioned stimulus influences the expectations which in turn
influences the behavior of the being. This theory believes that the actions
that occur after certain stimuli have been provided are in fact learned and
occur because of the increase in knowledge. For example in the example above,
the purchase of mascara would occur because knowledge about the qualities of
the product has been gained. Unlike the cognitive associative behavior however,
the classical conditioning believes that the reaction that occurs is actually
these theories, one consumer behavior theory that actually stems out economics
more than psychology is the theory of consumer behavior. Irwin (2005) says that
the consumers according to the model provided in this theory consumes at a
point where there occurs an intersection between the consumer indifference
curve (the choice curve of the customer where combinations of consuming two
alternative goods achieve the same level of utility or satisfaction to the
customer) and the budget constraint of the individual (as understood mostly by
the current income levels of the person or the saved up income from a previous
assumes that the consumers are rational individuals who are responsive to a
price change of products and who also have complete information about the
product and the alternatives. Also it is assumed that the individual under
question is subject to a budget constraint and that he or she has to manage
more than one thing in a given period of time speaking financially.
(2011) however studies the theory of consumer behavior which says that the
problem solving approaches of the consumers are actually internal (made up of
the memory and thinking process of the individuals) and external (made up of
the word of mouth, the media, the store visits and the trials amongst others).
In this theory then, the evaluating behavior of the individuals are made up
either compensatory, non compensatory, hybrid or abandoned strategy. The first
one is the decision based on overall value of alternatives. The non
compensatory evaluation requires that the consuming decision meets at least one
important criterion and the hybrid is a combination of compensatory and non
compensatory evaluation types. Finally, the abandoned strategy is when the
consumer finds the initial criteria unrealistic and proceeds to a less
desirable solution to the problem. Next, Perner (2011) notes that the consuming
behavior of an individual is seriously affected by the attitudes of that
individual; and that in turn attitudes are affected by the intentions, the
beliefs and the feelings about a particular brand.
As far as L’Oreal is concerned, consumer
behavior can be understood critically through these four theories and the
findings can be further used to design a strategy to expand the consumer market
and the competitive advantage of the market.
with the attitudes of the consumers, L’Oreal can be added by understanding what
beliefs individuals have about the products and services that the brand itself
and that the competitors of the brand provide. This can be measured and
analyzed through the attitude measure developed by Perner (2011). Next, the
feelings of the consumers can be understood through this attitude model. For
example, a fan of Ashwariya Rai, or Penelope Cruz (the brand ambassadors of
L’Oreal) will feel a push for consuming the product after aggressively
understanding how they feel for the product. Also, being there for a century,
this brand is also a name through the generations. Understanding those feelings
of the consumers will help steer the marketing plan of the organization towards
a greater organizational performance overall.
Next, the theory of consumer behavior includes the importance of prices of the product. This is actually one of the core consumer behavior theories and is the most detail about the behaviors of the individuals. In this regard the organization can use the theory to understand what effect a price change of the products and services has on the sales of the organization and the demand of the consumers. Make up, after a certain limit is usually a luxury for individuals and L’Oreal is an expensive brand.
To keep up its market share and to not lose to organizations which are charging a lower price for similar products through the substitution and the income effect it is important for the management of the organization to carefully consider the underpinnings of the theory of consumer behavior. For this purpose, if the price of the good is actually not that far away from the actual investment put into the product in terms of research and development and manufacturing, the organization can actually use the coin of high quality. The perception of consumer about the quality of the product is a vital asset when an organization is designing its price and marketing policies. The better the consumer perceive the quality of a product to be, the more he or she will be willing to spare for that product because they will know that the money is being well spent and that there will be no hazardous consequences of using a particular product.
(1970) studies that the consumers are continuously busy in the choice making
between different products however, the consequences of these choices are dimly
known by them. One of the reasons is that they lack full knowledge about the
price and quality of the product. The marketers of a business organization then
can utilize the consuming behavior and the attitudes of the consumers for the
purpose of attracting the maximum share of revenue for the organization.
research paper studied how the marketers can actually use external factors
including the social class, peer pressure, celebrity following and fashion
trends to influence the consuming behavior of the consumers.
part of the research report analyzed the various theories of consumer behavior.
Those theories then were in critically used to apply for the case of L’Oreal
Paris, one of the largest multinationals in the world. Dholakia et al (2010)
says that in the case of multimedia and multi channel organization like
L’Oreal, the analysis of consumer behavior is different than the usual
analysis. Finally, for the applied consumer behavior theories, a number of
marketing strategies were recommended for L’Oreal.
Digital Branding – The Impact of Digitization on the Branding Process: Economic Opportunities and Risks
Digital Branding – The emergence of digital economies and markets has necessitated companies to rethink how they influence and create consumer impressions. Even today, consumers are still brand thinking is still exist just as in the traditional days. However, today, the competition is much stiff and the market much complex. Brands have to depend on social media to engage their consumers, sell their products and also create a following. Today, a brand is seen as a competitive edge of reference, a guarantee to consumers for long term sustainability and security, and dedication to delivering emotional, functional and economic benefits. Such a definition only increases obligations for business to perform, keep innovating while simultaneously keeping cost down. Overall, branding is just a way to justify the price, the quality, functionality, and the product appeals.
To achieve this, companies, even the biggest of them all must depend on digital channels to establish responsive engagement programs for communicating their justifications. However, for the process to be effective, they must understand the consumer because contemporary branding must adopt a consumer centric approach. More importantly, branding is about creating an exceptional experience and lasting impressions in the minds of consumers. Basically, a firm must be able to command attention of consumers with each new product, invention or development. Companies such as Apple who are the global leaders in sale of electronics are able to command such attentions. They have been able to establish themselves as an authority in the field of electronics. Essentially, this is the goal of every small or large corporations. Each company wants to have a dominating factor that differentiates themselves from competitors. This is why there is so much potential in digital branding. They have no boundaries when it comes to engaging consumers.
Dissertation Research Questions
How can digital branding contribute to SME’s growth, development and capacity to compete in today’s markets?
What inputs and factors determine successful digital branding?
Which process of digital branding holds merits in garnering more opportunities and eliminating risks?
What is the best way to increase conversation rates to more sales, better visibility and consumer engagement?
How to make digital branding data actionable?
1 – Introduction
Research Questions and Hypotheses
Significance and Purposes of Dissertation
Limitation of Study
2 – Literature Review
Historical Review: Evolution of the Branding Process
Branding before the 1970s
Branding in the 1970s and 1980s
Branding in the 1990s and 21st century
Theoretical Review: Theories of Digital Branding
Customer Based Brand Equity Theory
Applying the Customer Based Brand Equity Theory
Dynamics of Digital Branding in an Interactive and Participative Business Environment
Digital Content and Online Presence
Digital Communication Model
Digital Customer Experience
Digital Branding Communication Tools
Social Media Branding
Brand Identity, Image, Trust, Loyalty, Reputation, Equity in Digital Era
Brand Trust and Reputation
Consumer Behavior in Digital Marketing
Consumer Behavior and Behavioral Biases
Innovation in Digital Marketing – Brand Leveraging and Brand Building
The Red Bull’s Brand Leveraging Strategy
Innovative Brand Building
Content Integration – User and Firm Generated Content
User Generated Content (UGC)
Firm Generated Content (FGC)
Digital Branding Story Telling and Consumer Engagement
Storytelling in a Branding Perspective
Storytelling on Social Media Platforms
Brand Reputation Management – Organizational Rejoinders to Negative Brand Stories
Online Reputation Management
Monitoring – Analyzing – Influencing
Digital Branding Implication on Offline Brand Management
3 – The Ultimate Digital Process – Case Studies of Digital Market Leaders
Uber Digitalization Process
Amazon Digitalization Process
American Express Digitalization Process
Airbnb Digitalization Process
Tesla Digitalization Process
4 – Findings and Analysis: Economic Opportunities and Risks in Digital Branding
Statistics – Visual and Informatics
Data Tables, Figures, and Statistics
Descriptive Analysis – Demographics, Quotations, Data Paraphrasing
Economic Opportunities in Digital Markets
Opportunities in Growth
Opportunities in Product Development
Opportunities in Service Improvement
Opportunities in Diversification
Opportunities in Lead Generation – Cross Sell, Upselling, and Retaining
Increase in Operational Efficiency
Finances – Higher Profits, Less Costs, Pricing, Underwriting
Risks in Digital Markets
Risks in Reputation Management
Risks in Competition – b2b Engagement
Risks in Content Integration and Channel Conflict
Financial Risks – Budgets, Lower Revenue, Price Volatility
Obsolete Models, Strategies or Products/Services
Inaction and Lower Retention
5 – Discussion
Compare Findings to Theories
Answering the Research Questions
Answering the Hypothesis
Practical Implications of Dissertation
Pedagogical Implications of Study
Future Areas of Research
Creating an Action Plan for Digital Markets
6 – Recommendations
Choosing a Brand Personality
Winning Strategies in Digital Markets
Blue Ocean Strategy
Literacy in Digital Branding
Creating Responsive Digital Platforms
Creating Digital Content
Integrating Digital Platforms
Cultural and Gender Differences in Information Sharing through Social Media
Dissertation Topic: Cultural and Gender Differences in Information Sharing through Social Media. The overall aim of the project is to take a closer look into the social media networking site Facebook and conduct my own research into how people generally use Facebook, the impact and implications Facebook has on a user, the thoughts on privacy with regards to Facebook and to see if a participants ethnic background has an effect on the way they use the site. I will also be analyzing both male and female participants to see if there are any significant differences with regards to their Facebook activity, what they post and what personal information they choose to share. During this study I will look closely into the attitudes of users when posting content, their own censorship and consideration for others when posting content of themselves and others.
At the end of this marketing dissertation I aim to have a clearer insight and a greater understanding into a users cultural or ethnic background and if this has any effect on the way that they use or see Facebook and if there are any outstanding correlations between variables also to see if there are any significant differences between male and female participants and how they use Facebook. Since the advancement of the Internet, Social Media has become a huge part to play in everyday life. Communication and Information sharing through different types of Social Media platforms is at its highest and more and more people are choosing to use these methods.
This marketing dissertation aims to use a method that will help draw out concise results on how different cultures portray themselves through Social Media. This dissertation will consist of taking a close look as to how Social Media is used by individuals and the Social Media platform that has been chosen is Facebook. The dissertation will involve a number of phases; designing the specific method to collect the data required, carrying out the method, extracting the results collected from the method, finishing off with analysis and conclusiveness of the results. The outcome of this project is to be able to clearly differentiate between cultural groups and the way information is shared through Facebook.
Gain an understanding between the use of Facebook among participants
Focus on ethnic background with regards to Facebook and the differences
Focus on the gender differences when using Facebook
Analyse and draw up valid conclusions based on Gender, Age, and Degree type and Personal preference i.e. Privacy on Facebook
1 – Introduction
Overall aim of the project
Problem being addressed by the project
Motivations and usefulness of the project
Aims of the project
2 – Literature Review
Privacy on Facebook
Posting content to Facebook
Gender differences on Facebook
Cultures and Facebook
3 – Methodology
Construction of questionnaire
Data capture plan
4 – Methodology Analysis
Overview of data collection
5 – Facebook Results Analysis
Gender and Privacy
Levels of concern with privacy on Facebook
Concerns of posting content on Facebook
Self-Censoring on Facebook
Posting personal information to Facebook
Sharing personal preferences on Facebook
The type of information publicised on Facebook
Purpose for using Facebook and account creation on Facebook
The laws and restrictions on Facebook in China
Publicising information to Facebook based on ethnic background
Privacy concerns based on ethnic background
How participants portray themselves on Facebook
Consideration of others
Untagging a photo on Facebook
Gender and Ethnic Background
Sharing phone numbers and email addresses on Facebook
What participants Facebook Friends can see
Selecting the audience on your Facebook account
6 – Conclusion
Highlights of the project
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