Digital Marketing and Consumer Buying Behavior

Abstract

Digital marketing is essential in the retail sector, although research in this context is limited in Finland. Therefore, the study aims to investigate the role of digital marketing on customer behavior in Finnish retail superstores. The study considered a qualitative research strategy following constructivist philosophy. The primary data was gathered from the Finnish superstore using Microsoft Forms. Thematic analysis was applied to gather knowledge about digital marketing.

The empirical results showed that Finnish superstores employ a variety of digital platforms, including their mobile apps, social media such as Instagram and TikTok, and digital newspapers like Ilta-Sanomat and Iltalehti, to reach customers. When users open the app or visit these news sites, they are immediately exposed to targeted digital marketing content. However, digital marketing plays different roles across age groups: younger people prefer digital platforms, while older groups favor conventional media. To enhance brand recognition, the store offers personalized shopping experiences and encourages repeat businesses. Theoretically, the research study demonstrates that digital marketing and consumer purchasing behavior align with the core of the McKinsey 7S Framework theory.

According to the study, adaptability is essential for digital marketing, as businesses can gain by concentrating on effective channels. These realizations enable Finnish stores to match digital marketing initiatives with consumer behavior.