American University of Ras Al Khaimah

BUSN 307 Research Methodology

Spring 2023

Impact of Digital Marketing on Consumer

Purchase Behavior

[Your Name]
Contents

Introduction......................................................................................................................................2
Problem Statement.......................................................................................................................2
Research Questions......................................................................................................................3
Research Objectives.....................................................................................................................3
Scope Of The Study.....................................................................................................................3
Signature of the Research............................................................................................................3
Literature Review............................................................................................................................4
Introduction..................................................................................................................................4
Digital Marketing and Consumer Purchase Behavior..................................................................4
Conclusion...................................................................................................................................5
Research Design and Methods.........................................................................................................5
Significance.....................................................................................................................................5
Research Plan and Timeline............................................................................................................6
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

1
Introduction

In the ever-changing digital world, , digital marketing has become an integral part of marketing
strategies, with consumers being exposed to digital marketing campaigns on a daily basis. Digital
marketing has become essential for businesses to reach their target audience, allowing them to
access potential customers more cost-effectively (Faisal, 2016). This has caused a shift in
consumer purchase behavior as they are now more likely to be influenced by digital marketing
than traditional marketing methods. This research aims to investigate the impact of digital
marketing on consumer purchase behavior. The research will explore how consumers respond to
these positive and negative strategies and how their responses may influence their purchase
decisions (Leefmans, 2016). It will also assess the impact of digital marketing on the overall
purchasing process of consumers in the United Arab Emirates (UAE) by exploring the
motivations, needs and preferences of the target market. The findings of this research will
provide valuable insights into how businesses can effectively use digital marketing to reach their
target audience and influence their purchase decisions.

Problem Statement

This research aims to evaluate the impact of digital marketing on consumer purchase behavior in
the context of the UAE. This research will seek to investigate the effects of digital marketing on
consumer purchase behavior in the UAE.

2
Research Questions

The research questions for this study are as follows:

I. In what ways digital marketing influences consumer decision making in UAE?

II. What is impact of digital marketing on changing consumer purchase behaviour of
customers in UAE?
III. What are highly effective digital marketing strategies used by brands and companies in
UAE?

Research Objectives

The overall objective of this research is to analyze the impact of digital marketing on consumer
purchase behavior. The other objectives of this research are to:

I. To assess influence of digital marketing on consumer decision making in UAE.

II. To study the impact of digital marketing on changing consumer purchase behaviour of
customers in UAE.
III. To investigate highly effective digital marketing strategies used by brands and companies
in UAE.

Scope Of The Study

This study will examine how digital marketing influences consumer purchase behavior in the
UAE, considering the consumer's age, gender, income, and educational background (Mohammed
& Ghaleb, 2021). The research will focus on the consumer's perception of digital marketing
messages, the effect of digital marketing on consumer attitudes, and the consumer's actual
purchase behavior.

Signature of the Research

This research is conducted by XYZ, a student of the University of American University of Ras
Al Khaimah, under the guidance of Osama Sohaib, to analyze the impact of digital marketing on
consumer purchase behavior in the context of the UAE.

3
Literature Review

Introduction

In the current global digital age, digital marketing has become an increasingly important tool for
businesses to reach potential customers (Wolny, 2014). This research aims to review the
literature on the impact of digital marketing on consumer purchase behavior in the global
context. The review will focus on the role of digital marketing in influencing consumer purchase
decisions and potential differences between in UAE. The literature reviewed here will provide a
comprehensive overview of the current research on digital marketing and its effects on consumer
buying behavior in UAE.

Digital Marketing and Consumer Purchase Behavior

A growing body of research examines the role of digital marketing in influencing consumer
purchase decisions (Faisal, 2016). Studies have found that digital marketing can increase sales by
increasing the visibility of the product or service and creating an emotional connection with the
customers. Digital marketing also allows businesses to target specific customer segments, which
can help increase their marketing efforts' effectiveness. To understand the impact of digital
marketing on consumer purchase behavior, it is important to explore the existing literature on the
subject (Leefmans, 2016). Several studies have examined the impact of digital marketing on
consumer decision-making and purchase behavior. These studies have suggested that digital
marketing significantly influences consumer purchase behavior, allowing businesses to target
specific audiences and build relationships with them through interactive and personalised
campaigns (Mandal, 2017).

Furthermore, digital marketing has also increased customer loyalty, as consumers are more likely
to purchase from companies they feel have a personal connection with them. For example, one
study found that digital marketing campaigns were associated with an increase in total sales of
up to 22% (Faisal, 2016).

4
Conclusion

In conclusion, a growing body of research examines the role of digital marketing in influencing
consumer purchase decisions. Studies have found that digital marketing can increase sales, brand
awareness and loyalty, which can lead to increased purchases. This review of the literature
provides a comprehensive overview of the current research on digital marketing and its effects
on consumer buying behavior in the global context.

Research Design and Methods

The research design for this study will be qualitative, as the purpose of the study is to gain an in-
depth understanding of the impact of digital marketing on consumer purchase behavior (Heidi &
Zenobia, 2021). The research will involve a semi-structured interview with marketing manager
of a well-known retail company in UAE and an online survey with consumers on social media
who have experienced digital marketing campaigns. This will allow for a more detailed
exploration of the impact of digital marketing on consumer decision-making and purchase
behaviour in context of UAE.

Significance

This research is important as it will provide insights into the impact of digital marketing on
consumer purchase behavior. This will benefit businesses, as it will give them an understanding
of how digital marketing influences consumer behavior and increases sales (Faisal, 2016).
Furthermore, it will allow for a better understanding of consumers and the types of digital
marketing strategies most effectively influencing their decision-making.

5
 Research Plan and Timeline

Research Activities Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Literature review

Research Methodology

Data collection

Data Analyzis &

Interpretation

Discussion

Submission

Conclusion

In conclusion, this research will provide an in-depth understanding of the impact of digital
marketing on consumer purchase behavior. This will enable businesses to understand better how
to use digital marketing to target potential customers and influence their decision-making.
Furthermore, this research will also allow for a better understanding of consumers and the types
of digital marketing strategies most effectively influencing their purchase behavior.

6
References

Faisal, A. (2016). Marketing Strategies in Online/Digital Marketing. Account and Financial

Management Journal, 1, 23-24.
Heidi, L., & Zenobia, M. (2021). The methodological integrity of critical qualitative research:
Principles to support design and research review. Journal of Counseling Psychology,
68(3), 357–370.
Leefmans, G. (2016). Digital Marketing in an Emerging Country: Exploratory Study of the
Marketing Mix of SMES with Trust Seal. Revista Brasileira de Marketing, 15(2), 207-
219.
Mandal, P. (2017). Understanding Digital Marketing Strategy. International Journal of Scientific
Research and Management, 56-57.
Mohammed, N., & Ghaleb, E. R. (2021). The influence of digital marketing channels on the
consumer buying behavior: moderating role of marketing strategies. Academy of
Strategic Management Journal, suppl., 20, 1-15.
Wolny, J. (2014). Marketing transformations: Re-thinking marketing, digital first. Journal of
Direct, Data and Digital Marketing Practice, 16(2), 150-151.