Digital Branding Marketing Dissertation

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?
Digital Branding Marketing Dissertation
Digital Branding Marketing Dissertation

Dissertation Contents

1 – Introduction
Problem Statement
Research Questions and Hypotheses
Research Questions
Hypotheses
Significance and Purposes of Dissertation
Methodology
Dissertation Structure
Limitation of Study
Definition

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
Empirical Literature
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
Content Branding
Social Media Branding
Brand Identity, Image, Trust, Loyalty, Reputation, Equity in Digital Era
Brand Identity
Brand Image
Brand Trust and Reputation
Brand Loyalty
Collaborative Branding
Corporate Branding
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
Confirmatory Analysis
Exploratory Analysis
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
Brand Extension
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
Cybercrime
Obsolete Models, Strategies or Products/Services
Inaction and Lower Retention
Distribution Challenges

5 – Discussion
Compare Findings to Theories
Brand Reputation
Brand Image
Brand Identity
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
DRIP Framework
Blue Ocean Strategy
Literacy in Digital Branding
Creating Responsive Digital Platforms
Creating Digital Content
Integrating Digital Platforms

7 – Conclusions

Bibliography

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Gender Differences Social Media Dissertation

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.

Cultural Gender Differences Information Sharing Social Media

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.

Dissertation Aims

  • 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

Dissertation Contents

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
Facebook Activity
Gender differences on Facebook
Cultures and Facebook

3 – Methodology
Research Methods
Individual Interviews
Focus Groups
Questionnaires
Methodology Choice
Construction of questionnaire
Data capture plan
Time length
Potential Challenges
Participants
Data

4 – Methodology Analysis
Overview of data collection
Questionnaire Responses
Data capture
Implications

5 – Facebook Results Analysis
Introduction
Gender
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
Facebook Friends
Ethnic Groups
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
Degree Scheme
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
Data Analysis
Background research
Self-reflection
Data collection
Questions
Feedback
Lessons learned
Original Objectives
Final statement

Bibliography

Appendix
Questionnaire

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Consumer Purchasing Behaviour Social Media

The Impact of Social Media in Influencing Consumer Purchasing Behaviour: A Study of Clothing Retailers

Title: Consumer Purchasing Behaviour and Social Media Influence. The impact of social media on the purchasing behaviour is an area of interest that has gained much interest and study in the 21st century. This research focuses in the ways in which social media has had an effect on the purchasing behaviour and most of the interest in the clothing and retail industry. The first part of the research will take a look at the various ways in which the social media influence has impacted on the purchasing behaviour. The different stages of purchase will be analysed in the background study, both before purchase, during purchase and after purchase behaviour and the influence of the different forms of social media on the same.

The data collection method that has been used during this research is the analytical study design. The researcher distributed questionnaires to a study sampled population, which consisted of university students at London South Bank University since they are considered to be the most consumers of social media. The results that were obtained indicted that social media has a very big influence on both the three stages of the purchase process. The recommendation, review and consumer motivation among others are the motivating factors that make the use of social media have a big influence on the purchasing behaviour of consumers.

Consumer Purchasing Behaviour Dissertation
Consumer Purchasing Behaviour Dissertation

This research will therefore have a big influence on the marketing strategy that will be used by future clothe retailers. It also gives an insight on the influence of technology and social media to be specific on the purchase behaviour of the modernised internet users. Therefore, more research should be done by clothe retailers on the best way to promote their businesses through social media.

Dissertation objectives

  • To determine the role of social media in influencing the pre-purchase phase of the consumer purchasing Behaviour lifecycle
  • To determine the role of social media in influencing the purchase phase of the consumer purchasing Behaviour lifecycle
  • To determine the role of social media in influencing the post-purchase phase of the consumer purchasing Behaviour lifecycle

Dissertation Contents

1 – Introduction
Background of the study
Statement of research
Study objectives
General objective
Specific objectives
Research questions
Significance of the study
The scope of the study
The study limitations
Research structure

2 – Literature Review
Social media
Social media marketing
Consumer purchasing behaviour
The role of social media in influencing the pre-purchase phase
The role of social media in influencing the purchase phase
The role of social media in influencing the post-purchase phase

3 – Research Methodology
Research Design
Population
Sampling Design
Sampling Frame
Sampling Technique
Data Collection Methods
Questionnaires
Research procedures
Data Analysis Methods
Limitations
Ethical Considerations

4 – Results and Findings
Description of the sample
Response Rate
Respondents’ gender
Social Media Sites
Time Spent on Social Media Sites
The role of social media on making purchase judgements
Frequency of Influence of Social media on purchase decisions in clothing Retail Industry
Social Media Influences on the Pre- purchase Stage Analysis in Clothing Retail Industry
Problem recognition
Information search
Evaluation of alternatives
Social Media Influence on the Purchase Stage Analysis in Clothing Retail Industry
Consumer Attitude in Purchase Stage
Consumer Motivation in Purchase Stage
Product Perception in Purchase Stage
Social Media Influence on the Post-Purchase Stage Analysis in Clothing Retail Industry
Feedback
Satisfaction and Dissatisfaction
Product Performance

5 – Discussion, Conclusions and Recommendations
Discussion
The role of social media in influencing consumer purchasing behaviour
Social media Influences on the Pre-purchase Stage
Social media Influences on the Purchase Stage
Social media Influences on the Post-Purchase Stage
Conclusion
The role of social media in influencing consumer purchasing behaviour in the clothing and retail industry
Social media Influences on the Pre-purchase Stage
Social media Influences on the purchase Stage
Social media Influences on the Post- Purchase Stage
Recommendations
Recommendations for further research

References

Appendix
Questionnaire

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Luxury Goods Consumer Purchasing Behaviour

Evolution in Consumer Experience and Purchasing Behaviour of Luxury Goods

Title: Consumer Experience and Purchasing Behaviour of Luxury Goods. This dissertation aims to determine whether behaviour changes in consumers have been affecting sales of luxury branded accessories over recent years. The research is significant to the luxury products particularly the sale of accessories within the fashion industry. The fashion and design industry stakeholders range from store-owners to merchandisers and business executives whose decisions reflect on the customer’s reactions and the behaviours toward product thus affecting sales of that particular product. The purpose of conducting this research is to find out whether the luxury products’ perception has depreciated over time due to impacts brought about by changes in customers’ behaviours. The research also aimed at determining whether luxury accessories have become readily available in the market and the impacts of the associated factors which make the brands less luxurious.

The consumer behaviour is basically affected by factors such as change in mode of communication, social networking, globalization, mass consumption, harmonization of the culture, e-tail, celebrity branding and the 2008 economic recession. The researcher has collected data from a wide range of literature such as academic sources and journals to help in finding out the main changes existing in consumers’ behaviour. These academic materials represent the theoretical section of this research. The research conducted involved carrying out interviews which were compiled per oral and written format. This were then sent to luxury retailers as a section of case study and later analyzed. The author finally managed to compare and contrast the obtained results on the theoretical analysis in parallel to the company case. The results were compared with a report conducted on luxury spending habits which have been published by the American Express representing part of this research discussion.

Luxury Goods Brands Dissertation
Luxury Goods Brands Dissertation

Dissertation objectives

  • To determine the consumer’s experience and purchase behaviour changes in the recent years within the luxury market
  • To find out whether the consumers’ behaviour changes phenomenon depreciates the luxury value of luxury brands
  • To find out whether the consumer experience and purchasing behaviour changes influenced consumption and consumerization of the luxury brands leading to the wider accessibility of luxury in the fashion industry

Dissertation Contents

1 – Introduction
Background of the study
The aim of the study
Objectives of the research
General objective
Specific objectives
Research questions
Research hypothesis
Research methodology
Expected outcomes
Problems and limitations
Theoretical framework

2 – Literature Review
Background information
The history and evaluation of luxury goods branding in high fashion
The key concepts
Accessories
The relationship between the price and quality in the luxury market
Globalization and changes in the luxury goods market communication
Social networking
Blogs
Mass consumption
The global marketplaces, global consumer culture and harmonization
E-tail
Celebrity branding and endorsement
Celebrities as a reference group
Celebrities as style icons
From the point of view of a fashion luxury brand
From the point of view of the luxury goods market as a whole
Future of the luxury products and market after the recession

3 – Research Methodology
Research Design
Data Collection Methods
Compiling Interviews
Sampling Frame
Piloting
Company Cases
ASOS
Helsinki 10
FINSK
Data Analysis
Limitations

4 – Data Findings and Analysis
Results
Discussion

5 – Conclusion
Recommendation
Scope for Future

References

Appendix
Questionnaires

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Marketing Dissertation E-Commerce Thailand

The Role of E-Commerce in Marketing of Coconut Oil in Thailand

E-commerce has been defined as the process in which buying and selling of goods and services is done on the Internet via online services. The number of e-commerce users in Thailand is currently 12.1 million and is expected to rise with an additional of 1.8 million users doing businesses online by 2021. The major contributor to the increased use of e-commerce marketing services according to the respondents is the increased use of Internet services where many can access it on their smart phones and personal computers. With the onset of smart phone penetration in Thailand many people have the ability to access Internet easily therefore increasing the numbers of online shoppers.

The dissertation focuses on uncovering the critical role of e-commerce in marketing of coconut oil in Thailand. According to the outcome of the research that involved 80 respondents out of 100, 92.5% strongly agreed that e-commerce has a vital role in increasing the sales of coconut oil products in Thailand. A mean of 1.1625 that was recorded signify a direct relationship between the increase in sales and the use of e-commerce marketing services.

Ecommerce marketing channels such as website and social media have been listed as the leading channels that have shaped the field of marketing coconut oil because many customers have now shifted to the use of such channels in carrying out all their business transactions. 96.2% of the respondents strongly agreed that Internet is the driving factor behind the increased use of e-commerce marketing channels because a larger number can access it through their smart phones and personal computers anytime and anywhere.

E-Commerce Marketing Dissertations
E-Commerce Marketing Dissertations

The research finds a direct influence of e-commerce marketing services on consumer behaviour towards the ability to make coconut oil purchases. 92.5% of the respondents indicated that e-commerce services mostly determines who to buy or not buy the products in most cases attracting many people to make purchases due to their ease and fast way of doing transactions.

Dissertation Objectives

Research objectives are very important in providing the expectations of the study. They have acted as guidelines towards developing a good research paper. The main objectives of the study include;

  • To investigate the role of ecommerce in the marketing of coconut oil in Thailand
  • To analyze the commonly used ecommerce marketing channels in Thailand
  • To examine consumer behaviour in relation to the use of ecommerce in marketing of coconut oil in Thailand

Dissertation Contents

1 – Introduction
Research Objectives
Research Questions
Research Hypothesis
Chapter Overview

2 – Literature Review
History of ECommerce
Summary of the History of ECommerce
Theories explaining the rapid growth of e-commerce
Examples of E-commerce Businesses in Thailand
Online Shopping
Electronic Payments
Online Auctions
Internet Banking
Online Ticketing
Types of Ecommerce in Thailand
Business to Consumer (B2C)
Business to Business (B2B)
Consumer to Business (C2B)
Consumer to Consumer (C2C)
Consumer to Administrator (C2A)
Business to Administrator (B2A)
The Role of ECommerce in Marketing
Planning a content or suitable marketing strategy
Automated email marketing campaigns
Diversification through social media
Enhances personalization strategy
Ensures original content
Advantages of using ecommerce in marketing
Sites of E-commerce in Thailand
Online payments
Mobile Ecommerce
Social media and Digital marketing
E-Commerce Marketing Channels in Thailand
Pay-Per-Click (PPC)
Re-Targeting
Search Engine Optimization (SEO)
Affiliate Marketing
Email Marketing
Banner Advertising
Chatbot Marketing
Consumer Behaviour and Values in Ecommerce
Factors Influencing Customer Behaviour in Ecommerce

3 – Research Methodology
Research strategy/design
Research philosophy
Research approach
Research methods
Research Sample
Data collection
Data analysis
Ethical Considerations

4 – Data Presentation, Evidence, Analysis and Discussion
Role of E-commerce in Marketing
Promoters of E-commerce Marketing
E-commerce Marketing Channels
Leading E-commerce Channel in Marketing of Coconut Oil in Thailand
Consumer behaviour
Online marketing services vs. the traditional marketing services
Findings of Quantitative Method

5 – Discussion and Limitations of the Study
Discussion
Limitations

6 – Conclusion and Recommendation of the Study
Conclusion
Recommendations

References

Appendix
Online survey Questions

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