B2C Digital Marketing in Retail in Japan and Finland: Impact of Customer Engagement
Alvajärvi, Seina (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024091125010
https://urn.fi/URN:NBN:fi:amk-2024091125010
Tiivistelmä
This study aims to analyze how differences in customer engagement impact B2C digital marketing implementation in the retail industry in Japan and Finland.
By benchmarking cultural elements in consumer behavior, engagement and customer loyalty, it discusses types of digital marketing activities that enhance digital marketing outcomes in terms of increased customer engagement in these diverse cultures.
With the emergence of digital marketing, which is a combination of digital media, data and technology, various online platforms contribute to consumers’ purchase behavior and customer engagement. The importance of word-of-mouth in digital environment has been highlighted, which enhances customer engagement and establish customer loyalty. Audiences have become co-creators of brands, establishing the sense of community with the help of user-generated content.
By conducting literature review and a quantitative survey, Japanese and Finnish consumer behavior and the impact of cultural factors on customer engagement were analyzed. The literature review discovered that cultural values impact customer engagement in digital environment, indicating that different cultural dimensions are connected to various consumer behavior. In addition, both different and similar digital marketing approaches were found in Japanese and Finnish markets, showing similar attitudes toward communication style and aesthetics.
An online questionnaire survey has been conducted, where 114 respondents in Japan and Finland answered questions related to consumer behavior, customer engagement, customer loyalty and digital marketing activities in retail environment.
The study concluded that Japanese retailers should utilize interactions and community-driven content, and Finnish retailers should utilize reward-based offers to enhance customer engagement. It also provided indicative pattens of how consumers engage with brands in the digital environment, emphasizing relations between the level of individualism and consumer behavior.
This study is valuable for digital marketing professionals seeking to enhance customer engagement and target new audiences in Japanese and Finnish markets by utilizing digital marketing activities. It also benefits organizations facing challenges in understanding consumer behavior in these two countries and generating sales growth as well as those looking to expand their operations into Japan and Finland. Additionally, marketing students and trainees who are interested in pursuing careers in marketing or international business will gain valuable insights from this study.
By benchmarking cultural elements in consumer behavior, engagement and customer loyalty, it discusses types of digital marketing activities that enhance digital marketing outcomes in terms of increased customer engagement in these diverse cultures.
With the emergence of digital marketing, which is a combination of digital media, data and technology, various online platforms contribute to consumers’ purchase behavior and customer engagement. The importance of word-of-mouth in digital environment has been highlighted, which enhances customer engagement and establish customer loyalty. Audiences have become co-creators of brands, establishing the sense of community with the help of user-generated content.
By conducting literature review and a quantitative survey, Japanese and Finnish consumer behavior and the impact of cultural factors on customer engagement were analyzed. The literature review discovered that cultural values impact customer engagement in digital environment, indicating that different cultural dimensions are connected to various consumer behavior. In addition, both different and similar digital marketing approaches were found in Japanese and Finnish markets, showing similar attitudes toward communication style and aesthetics.
An online questionnaire survey has been conducted, where 114 respondents in Japan and Finland answered questions related to consumer behavior, customer engagement, customer loyalty and digital marketing activities in retail environment.
The study concluded that Japanese retailers should utilize interactions and community-driven content, and Finnish retailers should utilize reward-based offers to enhance customer engagement. It also provided indicative pattens of how consumers engage with brands in the digital environment, emphasizing relations between the level of individualism and consumer behavior.
This study is valuable for digital marketing professionals seeking to enhance customer engagement and target new audiences in Japanese and Finnish markets by utilizing digital marketing activities. It also benefits organizations facing challenges in understanding consumer behavior in these two countries and generating sales growth as well as those looking to expand their operations into Japan and Finland. Additionally, marketing students and trainees who are interested in pursuing careers in marketing or international business will gain valuable insights from this study.