Explore the impact of fragmented marketing on digital retail in airlines
Wei, Wenchen (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051913238
https://urn.fi/URN:NBN:fi:amk-2024051913238
Tiivistelmä
In the dynamic environment of digital retail, airlines are increasingly adopting fragmented marketing strategies to target consumers across multiple platforms and channels. This study explores the profound impact of fragmented marketing on consumer behavior in the digital retail sector of the airline industry. Through a comprehensive analysis of consumer preferences, purchasing patterns, and engagement metrics, this study reveals the complex relationship between fragmented marketing strategies and consumer decision-making processes.
The research findings indicate that the characteristic of fragmented marketing is to disseminate promotional content through various digital channels such as social media, email, and mobile applications, which may significantly influence consumer attitudes and purchase intentions. Additionally, the study identifies key factors that mitigate the impact of fragmented marketing, including brand awareness, information consistency, and consumer demographics.
In this study, several basic concepts and developments are explained at first. They are mainly: fragmented marketing concepts, the state of digital retail for airlines, and customer journey maps. In addition, this section also points out some of the difficulties encountered by fragmented marketing.
This study employs a mixed-method approach, combining quantitative analysis of consumer data with qualitative insights from industry experts to provide a holistic understanding of this phenomenon. Quantitative methods include surveys and data mining techniques to identify patterns and correlations, while qualitative interviews offer nuanced perspectives on the underlying mechanisms driving consumer behavior.
Through the questionnaire based data collection method. This study mainly uses the methods of correlation analysis and comparative analysis to connect the collected survey data with consumers' shopping intentions. Finally, it is predicted whether such marketing methods can have the influence of support, confidence and promotion degree on consumers. At the end of the paper, some existing successful cases are analyzed to show other possibilities of marketing methods. Based on the investigation of the impact of fragmented marketing on consumer purchasing behavior, this paper explains whether such marketing models can have an impact on the digital retail of airlines.
The study has theoretical and practical significance. Theoretical contributions include advancing understanding of contemporary marketing paradigms and theories of consumer behavior in the digital age. From a practical perspective, insights gathered from this study provide a foundation for strategic marketing planning for airlines. By analyzing the process from consumers seeing marketing information to generating purchase behavior through customer journey mapping, actionable recommendations are provided for optimizing the digital retail experience and enhancing consumer engagement.
The research findings indicate that the characteristic of fragmented marketing is to disseminate promotional content through various digital channels such as social media, email, and mobile applications, which may significantly influence consumer attitudes and purchase intentions. Additionally, the study identifies key factors that mitigate the impact of fragmented marketing, including brand awareness, information consistency, and consumer demographics.
In this study, several basic concepts and developments are explained at first. They are mainly: fragmented marketing concepts, the state of digital retail for airlines, and customer journey maps. In addition, this section also points out some of the difficulties encountered by fragmented marketing.
This study employs a mixed-method approach, combining quantitative analysis of consumer data with qualitative insights from industry experts to provide a holistic understanding of this phenomenon. Quantitative methods include surveys and data mining techniques to identify patterns and correlations, while qualitative interviews offer nuanced perspectives on the underlying mechanisms driving consumer behavior.
Through the questionnaire based data collection method. This study mainly uses the methods of correlation analysis and comparative analysis to connect the collected survey data with consumers' shopping intentions. Finally, it is predicted whether such marketing methods can have the influence of support, confidence and promotion degree on consumers. At the end of the paper, some existing successful cases are analyzed to show other possibilities of marketing methods. Based on the investigation of the impact of fragmented marketing on consumer purchasing behavior, this paper explains whether such marketing models can have an impact on the digital retail of airlines.
The study has theoretical and practical significance. Theoretical contributions include advancing understanding of contemporary marketing paradigms and theories of consumer behavior in the digital age. From a practical perspective, insights gathered from this study provide a foundation for strategic marketing planning for airlines. By analyzing the process from consumers seeing marketing information to generating purchase behavior through customer journey mapping, actionable recommendations are provided for optimizing the digital retail experience and enhancing consumer engagement.