Patel, Sufiyanhusen Najirhusen (2024) Analysing the Influence of Digital Marketing on Consumer Perceptions and Actions Within the UK’s Mobile Technology Sector. Masters thesis, University of Wales Trinity Saint David.
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Abstract
Purpose: The research intended to assess the effect of digital marketing on consumer attitudes and behaviour in the mobile industry in UK. The study reflects its significance by conducting the present research on the contribution of digital marketing and its influence on consumer behaviour and attitudes toward purchasing products from mobile companies in UK. Methods: The study with the help of primary methods and statistical analysis to present the online survey data gained in-depth knowledge about the selected research phenomenon more accurately and appropriately. It surveyed 50 marketing professionals with 12 close ended questions. The collected data were analysed using SPSS software that derived descriptive statistics, regression, chi-square test and Pearson correlation. Findings: The results provide an understanding of the influence of consumer perception and their actions towards the digital marketing technique in the UK for the mobile technology sector. Through the SPSS analysis process, it is evident that there remains a correlation between the dependent and the independent variables. The results have shown that digital marketing needs to be undertaken by market practitioners to engage customers, however by seeing consumers’ actions. It has been found that consumer perception and their actions have a significant relationship over the digital marketing taking place in UK mobile technology. The study has expanded the knowledge by bridging the gap in previous studies and confirmed that the existing limited evidence regarding digital marketing in UK mobile technology industry. The scholars or academic researcher who are willing to conduct research on a closer background can enrich their knowledge through the results of this study which is a significant practical contribution of the study. Implications: The scholars or academic researcher who are willing to conduct research on a closer background can enrich their knowledge through the results of this study. Decision makers or marketing managers of mobile companies could gain profound knowledge about digital marketing and its influence on consumers’ perception. They could take suggestions from the findings of this study to maximise their potential in digital marketing efficiency.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Theses and Dissertations > Masters Dissertations |
| Depositing User: | Victoria Hankinson |
| Date Deposited: | 08 Jan 2025 10:01 |
| Last Modified: | 14 Jan 2025 12:20 |
| URI: | https://repository.uwtsd.ac.uk/id/eprint/3299 |
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