The Influence of Digital Marketing Strategies on Consumer Buying Behavior: “A Comprehensive Analysis of Marks and Spencer’s Retail in the UK”.

Rajput, Aditkumar Arvindsingh (2025) The Influence of Digital Marketing Strategies on Consumer Buying Behavior: “A Comprehensive Analysis of Marks and Spencer’s Retail in the UK”. Masters thesis, University of Wales Trinity Saint David.

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Abstract

This dissertation researches how digital marketing techniques impact consumer decision-making while purchasing, especially on the UK retail operations of Marks & Spencer. The study examines how different types of digital advertising including social media, email marketing, search engines, and influencer content, alter consumer engagement and decision-making. The study incorporates a review of the literature, theoretical analysis, and primary research including a survey of 50 participants. In accordance with study findings, social media is the most beneficial platform for brand interaction and product discovery, while email and search engines are less effective. The RACE framework and the Consumer Decision Journey model are employed in the study to determine how digital strategies change consumer choice across various touch-points. Further, key specific recommendations are presented based on the survey results to enhance Marks & Spencer’s digital engagement. These consist of strengthening personalised service, promoting video and review-based content, and figuring out the maximal use of neglected digital channels to encourage purchasing intent and brand loyalty.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce
Divisions:	Theses and Dissertations > Masters Dissertations
Depositing User:	Victoria Hankinson
Date Deposited:	21 Aug 2025 15:26
Last Modified:	21 Aug 2025 15:26
URI:	https://repository.uwtsd.ac.uk/id/eprint/3887

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