Research Proposal

Research Proposal

Abstract

The aim of the paper is to study the role of e-marketing in influencing consumer choice. E-marketing influences the consumer choice by enhancing his knowledge of the product/service, and changing his behaviour and attitude towards the product/service. The research incorporates exploratory research methods to conduct the research on the subject. Questionnaires have been designed specifically to gain insight into the purchasing behaviour of consumers.

Research Proposal

Proposed Working Title

A comprehensive study on the role of E-Marketing, in influencing consumer choice

Introduction

The paper strives to present a comprehensive study on the role of E-marketing in influencing the choice of consumers. E-marketing or internet marketing refers to the selling side of e-commerce. The research focuses on the impact of E-marketing on influencing attitude, behaviour and choices of consumers. The important aspects of marketing required to attract, the specific interests or behaviour of the consumer, is significant to e-marketing. The paper aims to provide empirical validation on how e-marketing influences the choice of consumers.

Information Gathered To Research Topic

E-marketing is usually done by companies, to sale their products and services online, through placing online advertisements on websites, e-mails, webcasting or through participating in different web communities. Online advertising is also used, by E-marketers, to attract customers to their website or to build online brands. The research on this topic will assist the e-marketers in understanding the behaviour and choice of consumers, and how e-marketing play a significant role in influencing the behaviour and choice of consumers. Exploratory research is conducted to understand the buying behaviours of consumers. The information, from consumers, is gathered through questionnaires, which contains relatively simple questions. The questions will help in gaining insight of the customer behaviour and choices, and also there ways of understanding various aspects of a product or service.

Literature Review

The advancement of internet and globalization has entirely transformed the marketing of products and services. Internet revolution has created several ways for gaining insight into customer's buying patterns and their attitude and choices for buying certain products. E-marketing is the selling side of e-commerce and utilizes electronic medium to perform marketing activities of the products and services in order to achieve desired marketing objectives for the company. Some of the broad categories of e-marketing are described below:

Email Marketing- direct marketing to a group of people through sending an e-mail message (Miller, 2009, p. 287).

Social Media Marketing- marketing of products/service through social media websites, such as: Facebook, LinkedIn and Twitter.

Display Advertising- placing web banners on a third-party website to gain traffic on your website.

Search Engine Marketing- using paid placement techniques to increase the visibility of product/service at various search engines.

Referral Marketing- marketing of products/services through referrals, to gain customers, usually done through spreading word of mouth (Thurow, 2008, pp. 2).

Video Marketing- involves creating of videos that greatly influences the consumer's choice.

Significance of E-Marketing in Changing Consumer Choice

The research on e-marketing has found various advantages of using e-marketing in influencing the choice of consumers, such as: reduced costs through effective use of cheap electronic media, ...