• +44 7897 053596
  • [email protected]
Premier-Dissertations-LogoPremier-Dissertations-LogoPremier-Dissertations-LogoPremier-Dissertations-Logo
  • Home
  • Dissertation
        • Dissertation Writing Service
        • Dissertation Topic and Outline
        • Dissertation Proposal Writing Service
        • Dissertation Proofreading and Editing
        • Dissertation Chapter Writing
        • Statistical Analysis Services
  • Services
        • Essay Writing Service
        • Assignment Writing Service
        • Report Writing Service
        • Coursework Writing Service
        • Presentation Writing Service
        • Model Answers and Exam Notes Writing
        • Reflective Report Writing Service
        • Poster Writing Service
        • Literature Review Writing Service
  • Dissertation Topics
        • Social Psychology Dissertation Topics
        • Customer Service Dissertation Topics
        • Physical Education Dissertation Topics
        • Islamic Finance Dissertation Topics
        • Criminal Psychology Dissertation Topics
        • Music Dissertation Topics
        • Forensic Science Dissertation Topics
        • Clinical Psychology Dissertation Topics
        • Cognitive Psychology Dissertation Topics
        • Educational Psychology Dissertation Topics
        • Business Intelligence Dissertation Topics
        • View All
  • Examples
    • Dissertation Examples
    • Report Examples
    • Dissertation Topic and Outline Examples
    • Essay Examples
    • Dissertation Proposal Examples
    • Assignment Examples
    • Dissertation Chapter Examples
    • Coursework Examples
    • Literature Review Examples
    • View All
  • Library
        • Student Blog
        • Dissertation Topics
        • Informative Articles
        • Academic Guidelines
        • Examples
        • Academic Library
  • Plagiarism Checker
        • Coursework Plagiarism Checke
        • Plagiarism Remover Service
        • Turnitin Plagiarism Checker Free Service
        • Difference Between Paraphrasing & Plagiarism
        • Free Plagiarism Checker for Students
        • How to Cite Sources to Avoid Plagiarism?
        • Assignment Plagiarism Checker
        • Dissertation Plagiarism Checker
        • Thesis Plagiarism Checker
        • Report Plagiarism Checke
        • Free Similarity Checker
        • How Plagiarism Checkers Work?
        • Plagiarism Checker Free Service
  • Free Topics
  • About Us
    • Contact us
    • FAQ
    • About Us
    • Reviews
  • Get a Free Quote
  • Home
  • Dissertation
    • Dissertation Writing Service
    • Dissertation Chapter Writing
    • Dissertation Topic and Outline
    • Dissertation Proposal Writing Service
    • Statistical Analysis Services
    • Dissertation Proofreading and Editing
  • Services
    • Essay Writing Service
    • Assignment Writing Service
    • Report Writing Service
    • Coursework Writing Service
    • Literature Review Writing Service
    • Model Answers and Exam Notes Writing
    • Reflective Report Writing Service
    • Presentation Writing Service
    • Poster Writing Service
  • Dissertation Topics
    • Criminal Psychology Dissertation Topics
    • Cognitive Psychology Dissertation Topics
    • Social Psychology Dissertation Topics
    • Clinical Psychology Dissertation Topics
    • Educational Psychology Dissertation Topics
    • Customer Service Dissertation Topics
    • Music Dissertation Topics
    • Business Intelligence Dissertation Topics
    • Physical Education Dissertation Topics
    • Forensic Science Dissertation Topics
    • Islamic Finance Dissertation Topics
    • View All
  • Examples
    • Dissertation Examples
    • Dissertation Proposal Examples
    • Essay Examples
    • Report Examples
    • Coursework Examples
    • Assignment Examples
    • Literature Review Examples
    • Dissertation Topic and Outline Examples
    • Dissertation Chapter Examples
    • View All
  • Library
    • Academic Guidelines
    • Student Blog
    • Examples
    • Dissertation Topics
    • Informative Articles
    • Academic Library
  • Plagiarism Checker
    • Assignment Plagiarism Checker
    • Coursework Plagiarism Checke
    • Dissertation Plagiarism Checker
    • Thesis Plagiarism Checker
    • Report Plagiarism Checke
    • Plagiarism Remover Service
    • Plagiarism Checker Free Service
    • Turnitin Plagiarism Checker Free Service
    • Free Plagiarism Checker for Students
    • Difference Between Paraphrasing & Plagiarism
    • Free Similarity Checker
    • How Plagiarism Checkers Work?
    • How to Cite Sources to Avoid Plagiarism?
  • Free Topics
  • About Us
    • Contact us
    • FAQ
    • About Us
    • Reviews
  • Get a Free Quote
✕

Hire a Writer

Get an experienced writer start working
on your paper

Check Examples

Review Our Examples
before placing an order

Academic Library

Learn how to draft
academic papers

Assessing the Impact of Digital Marketing in Generating High Customer Base of Online Retailers: Case Study of EBAY

Home  »  Dissertation Proposal • Examples • Undergraduate   »   Assessing the Impact of Digital Marketing in Generating High Customer Base of Online Retailers: Case Study of EBAY
Significant Learning Experience
May 30, 2022
The-Extended-Role-of-Project-Management-Office-in-the-Multi-Project-Environment
The Extended Role of Project Management Office in the Multi-Project Environment
June 1, 2022
June 1, 2022
Categories
  • Dissertation Proposal
  • Examples
  • Undergraduate
Tags
Assessing-the-Impact-of-Digital-Marketing-in-Generating-High-Customer-Base
Download PDF File

Introduction

Digital marketing is defined as the usage of digital media platforms to connect with customers globally. The digital media platforms included are the internet, social media, mobile devices, and various other channels (Baron, 2019). There are five D’s in digital marketing which creates an opportunity for consumers to communicate with brands and at the same time allows businesses to learn their consumer behaviour. The five D’s are; digital device, digital platforms, digital technology, digital data, and digital media (Chaffey, 2018). 

Research Problem

Nowadays, the internet is popular amongst the majority of the population and consumers are using the internet for online shopping to fulfil their essential needs (King, 2018). Yet, even though there has been an increase in the use of digital media platforms, the role of digital marketing has not been widely covered by academicians and researchers alike in association with how it increases the consumer base. Researchers such as López-García et al., (2019); Ahmed et al., (2019); Saura, Palos-Sánchez and Cerdá Suárez (2017); Taken Smith (2012) all contemplate the importance or effectiveness of digital marketing either independently or from the perspective of consumer behaviour. Yet, the majority of the most recent available literature does not ponder upon the impact of digital marketing with regards to increasing or providing a high consumer base. Since digital marketing is a constantly evolving phenomenon; literature pertinent to the aforementioned concept needs to be updated regularly. Therefore, the following research study intends to cater for the above-mentioned literature gap. 

Research Significance

The significance of the following study will the threefold. Firstly, the results of the present study will be crucial in filling the previously mentioned literature gap thereby aiding future researchers to carry out further research on the variables of this research. Secondly, the current study shall also be of assistance to eBay who can utilise the recommendations that the researcher will put forth in improving their digital marketing strategies to increase their customer base. Finally, organisations similar to eBay can also benefit from the following study to improve their digital marketing strategies in the quest of improving or enhancing their customer base.  

Get a Dissertation Proposal

Start your dissertation writing process with experts

Safe and confidential process
Free custom topics to choose from
Any deadline
Unlimited free amendments
Free anti-plagiarism report
Money-back guarantee

Proposal Services Order Now
1

Research Aim and Objectives

This research aims to evaluate the impact of digital marketing in generating a high customer base of online retailers: a case study of eBay. Following are the objectives of this paper: 

To study the concept of digital marketing from a theoretical perspective

To identify the key factors pertinent to digital marketing that influence and lead to an increase in customer base

To evaluate the impact of digital marketing in generating a high customer base with regards to the case study of eBay

To provide recommendations for eBay that they can use to increase their customer base through improving their digital marketing strategies

Literature Review

By using digital media platforms, digital users can access information anytime anywhere they want allowing them to know not only what the company says about its brand but what other consumers think about it. Digital marketing has an extensive reserve of resources such as the selection of brand, service, product, and strategies that allows it to reach millions of customers globally. For example, L’Oreal uses email marketing to stay connected with its customers which allows them to increase its brand loyalty and its customer base (Yasmin, Tasneem, and Fatema, 2015).  

Content Marketing Institute has provided some statistics that show the importance of content marketing as one of the strategies of digital marketing. B2B marketers are making 70% more content from the past year because branded content allows for better purchases among the consumers and 61% of customers agree on having custom content from companies that offer them. 84% of marketers agree on content marketing as their main aim for creating brand awareness among consumers and 42% of them post new content daily or weekly to stabilize their content marketing strategy (Baltes, 2015). Some of the statistics below show why it is important for organizations to have a digital presence enabling them to reach millions of customers globally and increase their customer base; 

The chart above shows the primary reason why consumers in the US make digital purchases in which the major reason is the convenience of online shopping. The following graph shows the most effective digital marketing tools employed to increase the customer base of an organization;

The following graph also shows the most used social media platforms and why organizations use them to increase product sales.

Methodology

The following research study will be based on the primary data collection method, whereby the researcher intends to use the qualitative research design. The data collection tool for this research study will be an open-ended interview and the interviews will be carried out online with 5 marketing managers working for eBay. After conducting the interviews, the collected data will be analyzed through thematic analysis.

Get a Dissertation Proposal – Get Going!

Dissertation Proposal Lays Down the Outline of Your Final Dissertation


Get a Dissertation Proposal that matches your requirements, which includes the topic title, research aim and objective, research questions, research gap, literature review, methodology and list of reference papers.
The Dissertation Proposal will be foundation of your final dissertation. It is very important to get this done perfectly to avoid any problems!

Proposal Services Order Now

References

Ahmed, R.R., Streimikiene, D., Berchtold, G., Vveinhardt, J., Channar, Z.A. and Soomro, R.H., 2019. Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan. Sustainability, 11(12), p.3436.

Aslam, S., 2019. Digital marketing by the number: Stats, Demographics & fun facts. [Online] onmicoreagency. Available at: https://www.omnicoreagency.com/digital-marketing-statistics/

Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.

Barone, A., 2019. Digital marketing. [Online] What is digital marketing? [Availabel at: https://www.investopedia.com/terms/d/digital-marketing.asp]

Chaffey, D. (2018). What is Digital Marketing? A visual summary - Smart Insights. [Online] Smart Insights. Available at: https://www.smartinsights.com/digital-marketing-strategy/what-is-digital-marketing/ [Accessed 2 Nov. 2019].

De Pelsmacker, P., van Tilburg, S., and Holthof, C. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72, 47–55. doi:10.1016/j.ijhm.2018.01.003 

Hair, J.F., Harrison, D. and Risher, J.J., 2018. Marketing Research in the 21st Century: Opportunities and Challenges. Brazilian Journal of Marketing-BJMkt, Revista Brasileira de Marketing–ReMark, Special Issue, 17.

King, J. (2018). Why Shop Online? It's Easy. [online] eMarketer. Available at: https://www.emarketer.com/content/why-shop-online-it-s-easy [Accessed 2 Nov. 2019].

López García, J.J., Lizcano, D., Ramos, C.M. and Matos, N., 2019. Digital Marketing Actions That Achieve a Better Attraction and Loyalty of Users: An Analytical Study. Future Internet, 11(6), p.130.

Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital marketing environment with KPIs and web analytics. Future Internet, 9(4), p.76.

Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17–21. doi:10.1016/j.copsyc.2015.10.016 

Taken Smith, K., 2012. Longitudinal study of digital marketing strategies targeting Millennials. Journal of Consumer Marketing, 29(2), pp.86-92.

Tiago, M. T. P. M. B., and Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708. doi:10.1016/j.bushor.2014.07.002 

Yasmin, A., Tasneem, S. and Fatema, K., 2015. Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration, 1(5), pp.69-80. 

How We will work?

Our team will;

Select Dissertation Topics
Dissertation Proposal (for approval and feedback)
1st half Dissertation
Final Dissertation

Check Samples Order Now
2

Free Dissertation Topic


    Get 3+ Free Dissertation Topics within 24 hours?

    Share
    30
    Iqra Khan
    Iqra Khan

    Related posts

    March 13, 2023

    Dissertation Proposal Methodology


    Read more
    A-Case-Study-of-eBay
    December 14, 2022

    Assessing the Impact of Digital Marketing in Generating a High Customer Base of Online Retailers: A Case Study of eBay


    Read more
    Assessing-the-Importance-of-Project-Manager-Leadership
    December 14, 2022

    Assessing the Importance of Project Manager Leadership Styles in Association with Project Success Rates


    Read more

    Comments are closed.

    Dissertation Topics

    • Project Management Topics
    • Tourism Dissertation Topics
    • Marketing Dissertation Topics
    • Construction Engineering Topics
    • Nursing Dissertation Topics
    • Fashion Dissertation Topics
    • COVID19 Dissertation Topics
    • History Dissertation Topics
    • Education Dissertation Topics
    Verified Order

    Great Supportive Team

    I really like the way you guys work. You guys are doing an amazing job. I will let you know when I have my next essay writing order.

    Ellis
     
    Expert Writers

    Hire our expert academic writer for your dissertation paper!

       Dissertation Services


    Review Examples

    Check our Examples before placing an order!

       Dissertation Examples


    Free Topics

    Get 1 free topic in your area of study with aim and justification

       Yes I want the free topic

    About Us

    Supporting students since 2010, the team at Premierdissertations.com is arguably the UK’s most trusted and safe academic writing organization.

    +44 7897 053596

    160 Kemp House, City Road, London EC1V 2NX

    Our Services

    Full Dissertation Writing
    Dissertation Proofreading and Editing
    Dissertation Chapter Writing
    Dissertation Topic and Outline
    Dissertation Proposal
    Statistical Analysis Services
    Essay Writing Service
    Assignmet Writig Service

    Library

    Dissertation Topics
    Dissertation Examples
    Dissertation Proposal Examples
    Essay Examples
    Informative Articles
    Academic Guidlines
    Stundent Blog
    Examples

    Important Links

    About Us
    Contact Us
    Cookies Policy
    Fair Use Ploicy
    Privacy Policy
    Faqs
    Write a Review
    Terms and Conditions

    © 2023 Premier Dissertation. All Rights Reserved. Premier Dissertation
    • +44 7897 053596
    • [email protected]