Exploring the changing landscape of marketing : the impact of digital marketing on consumer preferences and behaviour in Helsinki
Mazumder, Amartya Tirtha (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121437215
https://urn.fi/URN:NBN:fi:amk-2023121437215
Tiivistelmä
The objective of the study was to find out the impact of digital marketing on consumer preferences and behaviour in Helsinki. The main objective was to find out the impact of social media. The goal was to find out how social media marketing affects on consumer preferences and behaviour on the people of Helsinki. In addition to that, the goal was also showing the way social media advertisement influence the consumers of Helsinki and help to build the consumer trust and loyalty.
To establish the theoretical framework of the thesis, all the key materials were related to digital marketing preciously on social media marketing starting with digital marketing then accordingly to the social media marketing strategies and impact on consumer preferences and behaviour in Helsinki. In this phase, the goal was to highlight the traditional marketing and digital marketing however at the same time focusing on a particular digital marketing platform.
In terms of reaching the research goal, the survey was conducted by a questionnaire and the survey questionnaire was operated by Webropol software. The survey was used in collecting primary data in November 2023. However, secondary data was collected using the books, articles and journals which created an overview of the full research topic.
The result of the thesis showed an overview of the way digital marketing has taken over traditional marketing over the decades and the impact of social media marketing on consumer preferences and behaviour in Helsinki. The result simply indicates the changes in consumers over choosing the marketing system and at the same moment the preferences and buying behaviour.
To establish the theoretical framework of the thesis, all the key materials were related to digital marketing preciously on social media marketing starting with digital marketing then accordingly to the social media marketing strategies and impact on consumer preferences and behaviour in Helsinki. In this phase, the goal was to highlight the traditional marketing and digital marketing however at the same time focusing on a particular digital marketing platform.
In terms of reaching the research goal, the survey was conducted by a questionnaire and the survey questionnaire was operated by Webropol software. The survey was used in collecting primary data in November 2023. However, secondary data was collected using the books, articles and journals which created an overview of the full research topic.
The result of the thesis showed an overview of the way digital marketing has taken over traditional marketing over the decades and the impact of social media marketing on consumer preferences and behaviour in Helsinki. The result simply indicates the changes in consumers over choosing the marketing system and at the same moment the preferences and buying behaviour.