Online Fashion Store Digital Marketing Communication Risks and the Ways of Preventing them
Popova-Guzenko, Maria (2015)
Popova-Guzenko, Maria
HAAGA-HELIA ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505045904
https://urn.fi/URN:NBN:fi:amk-201505045904
Tiivistelmä
Since the topic of online sales is becoming more and more important nowadays, it might be useful to go through the main risks of this type of business. The given Thesis may be useful for those, who are planning to establish an online store. However, it may also be interesting to read the study for other people related to this field.
The main objective of the Thesis is to detect the main risks of digital marketing communication for companies managing online fashion stores, as well as to find the ways of preventing them. The introductory topics such as ‘Research Questions’ and ‘Use of the Study’ are covered at the beginning.
After that, the study proceeds to the theoretical part, covering all the necessary definitions and explanations needed to understand further research. Literature review follows the theoretical part. It concentrates on the main Digital Marketing Communication risks, which are highlighted from various types of scientific literature.
Thereafter, there are a number of interviews conducted. All the interviewees are related to the topic of online stores, thus they have relevant points to advice. The aim of the interviews is to check is the conclusions made in the previous chapter are right, as well as to get to know uncovered by literature review risks.
On the basis of the literature review and the interview part of the study, it is possible to find the ways of preventing Digital Marketing Communication risks. This chapter pays special attention on the challenges mentioned by the interviewees as the most risky. The Thesis ends with a short conclusion.
The main objective of the Thesis is to detect the main risks of digital marketing communication for companies managing online fashion stores, as well as to find the ways of preventing them. The introductory topics such as ‘Research Questions’ and ‘Use of the Study’ are covered at the beginning.
After that, the study proceeds to the theoretical part, covering all the necessary definitions and explanations needed to understand further research. Literature review follows the theoretical part. It concentrates on the main Digital Marketing Communication risks, which are highlighted from various types of scientific literature.
Thereafter, there are a number of interviews conducted. All the interviewees are related to the topic of online stores, thus they have relevant points to advice. The aim of the interviews is to check is the conclusions made in the previous chapter are right, as well as to get to know uncovered by literature review risks.
On the basis of the literature review and the interview part of the study, it is possible to find the ways of preventing Digital Marketing Communication risks. This chapter pays special attention on the challenges mentioned by the interviewees as the most risky. The Thesis ends with a short conclusion.