impact of digital marketing on consumer behaviour thesis

Digital Consumer Behaviour and eCommerce Trends during the COVID-19 Crisis

• Research Note
• Published: 24 March 2021
• Volume 27 , pages 83–85, ( 2021 )

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• Petra Jílková   ORCID: orcid.org/0000-0002-2884-5334 1 &
• Petra Králová   ORCID: orcid.org/0000-0002-1607-7243 1  

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The COVID-19 global pandemic has rapidly changed e-commerce. With revenues of US $351.9 billion, Europe was the third largest e-commerce market in 2019. Annual growth (6.0%) is projected to lead to revenues of US $565.9 billion by 2025 in Europe. Overall, e-commerce revenues saw 10% additional growth in Europe in 2020 due to the COVID-19 crisis (Statista, https://www.statista.com/study/42335/ecommerce-report/2021 , 2021).

New e-commerce standards build on traditional marketing theories (Haan et al., Journal of Marketing , 2018; Sunder et al., Journal of Marketing Research , 2016; Verhoef, Journal of Marketing , 2017) with the added insight of understanding digital consumer behavioural characteristics, developing consumer insights and creating value propositions that offer consumers higher levels of satisfaction (Achrol and Kotler, Journal of the Academy of Marketing Science , 2012; Eggert et al., Industrial Marketing Management , 2020; Payne and Frow, Journal of Services Marketing , 2020). During the COVID-19 crisis, consumer behaviour and purchasing habits fundamentally changed.

This paper examines the effect the COVID-19 crisis had on digital consumer behaviour and discusses factors affecting online shopping and the latest trends in e-commerce in the Czech Republic. Potential respondents were selected from different generational cohorts in two waves. Based on generation cohort theory (Igelhart, Princeton University Press, 1997), the current research defined respondent cohorts as follows: Generation Alpha (2011-present), Generation Z (1997–2010), Generation Y (Millennials) (1983–1996), Generation X (1965–1982), Baby Boomers (1946–1964), and the Silent Generation (1928–1945). This paper investigated factors influencing consumer behaviour among 200 respondents who participated in a survey created for this purpose. The first wave took place before the COVID-19 crisis between November 1, 2019 and December 1, 2019. The second wave took place during the COVID-19 crisis between April 1, 2020 and May 1, 2020. The online structured questionnaire consisted of 28 questions, including ten questions regarding socio-demographic identification. The questions used in the questionnaire were close-ended (multiple-choice) and open-ended. Completing the questionnaire took approximately 15 minutes. Potential respondents were selected through the authors´ social networks (personal database) (especially generation cohorts X and Z). To meet quota requirements (Online Supplemental Appendix Table 1 lists the generations), 700 individuals were contacted in each wave. Baby Boomers and the Silent generation were contacted again via the authors´ personal database. 100 questionnaires were finalized in each wave, and the response rate was 14% overall. The respondents were sent a follow-up message one week after first contact to obtain a higher response rate. 55 respondents also participated in the second wave. To fulfil the quota characteristics, 45 additional respondents were obtained via social networks and personal contacts.

Customer behaviour was influenced by the COVID-19 pandemic itself as well as by government restrictions. Consumers from all generational cohorts reported digitally purchasing goods and services at a higher rate during the COVID-19 crisis, though Baby Boomers were important drivers of e-commerce growth. Overall, there was a considerable shift to digital spending because 43% of all respondents had shopped online since the COVID-19 crisis began in comparison with 12% before the crisis. Purchasing frequency increased as well. Weekly shopping via the Internet was reported by 25% of respondents compared to 9.8% of respondents before the COVID-19 crisis across all generational cohorts.

The results showed two main findings. First, increases were evident in consumption of food and non-alcoholic beverages, online educational services, and online content. As of May 1, 2020, 54.8% of respondents had started purchasing food and non-alcoholic beverages online instead of offline because of the pandemic. Between March 2020 and April 2020, there was a decrease in spending on non-food categories such as online booking of leisure activities, transport tickets, body care, and fashion clothing, footwear, and accessories. Spending on these categories decreased by over 40% from April 1, 2020 to May 1, 2020 compared to November 1, 2019 to December 1, 2019. Second, e-commerce was affected by a change in the primary devices used to access online shops and the payment method used. The personal computer became the most preferred device (52%) for searching and purchasing online during the second wave of this research compared to pre-crisis greater use of smartphones and tablets. Before COVID-19, only 47% used a personal computer. Nearly 65% of digital consumers used digital payment methods (online banking, online money transfer or mobile pay), over 20% more than before the pandemic. Interest in paying via Apple Pay and Google Pay grew when both tracked waves were compared. In the second wave during the pandemic, 13% of Generation Z used this method compared to 1% of Generations X and Y.

This research note provides an overview of digital consumer behaviour during both study periods and aims to present novel results. Based on the survey results, respondents prefer online shopping due to fear of the pandemic, a desire to feel safe at home, and global government restrictions. In connection with the COVID-19 pandemic, there was an increase in online transactions and changes in online searches, realized payments and methods of delivering goods and services. The profile of online customers changed. More consumers, mainly from the small Baby Boomer and Silent Generation samples, were attracted to online shopping during the COVID-19 crisis by necessity due to closed stores and infection risk. Most of these consumers reported that they planned to continue online purchasing. The new reality is that customer and shop interactions have increasingly moved online.

The current preliminary results will be used in designing a future in-depth analysis of leading e-commerce trends and the new post-COVID-19 pandemic reality. There are three main limitations. The first two are the small sample size in both waves and that the research was not done internationally. The third limitation is the time horizon. Future studies should be done longitudinally to explore the complexities of the impact of COVID-19 on digital consumer behaviour.

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This academic text is dedicated to the University of Chemistry & Technology, Prague.

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Jílková, P., Králová, P. Digital Consumer Behaviour and eCommerce Trends during the COVID-19 Crisis. Int Adv Econ Res 27 , 83–85 (2021). https://doi.org/10.1007/s11294-021-09817-4

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Accepted : 09 March 2021

Published : 24 March 2021

Issue Date : February 2021

DOI : https://doi.org/10.1007/s11294-021-09817-4

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Researching of Digital Marketing Essay

In the field of marketing, there is a wide variety of job opportunities available, each with its own unique set of requirements and characteristics. For the purpose of this research report, I have chosen to focus on the job of a digital marketer. The average number of applicants for a career in digital marketing is around 50-100 per opening. The starting pay for entry-level digital marketing positions is around $40,000-$50,000 per year (Adnani & Hamou, 2020). Digital marketing job openings are most commonly found in large cities and in the technology and advertising industries (Lilien et al., 2022). In terms of graduate school, the average GPA for a Master’s in Marketing program is around 3.5, and the average entrance exam score is about 600 (Langan et al., 2019). The acceptance rate for these programs is approximately 30-40%. Based on this information, my chances of being accepted into a Master’s in Marketing program are moderate. To increase my circumstances, I need to work on improving my GPA and test scores.

After conducting research and considering my own personal interests and strengths, I have decided that I would prefer to work in a B2C organization. I enjoy working with and connecting with consumers, and I believe that my skills in communication and consumer behavior would be well-suited for this type of work. Some organizational characteristics that have influenced my decision include the ability to have a direct impact on consumer satisfaction and the potential for innovation and creativity in marketing strategies. Some potential employers in the area where I would most like to live that focus on B2C markets include Amazon, Target, and McDonald’s.

Adnani, D. N., & Hamou, N. (2020). State of play of digital marketing and digital transformation. Strategy & Development Review , 10 (1), 138-155. Web.

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Sven Beisecker successfully completed his doctoral degree.

On May 16, 2024, Mr. Sven Beisecker successfully defended his thesis on "Understanding People’s Behavior in a Constantly Changing World" and was awarded the academic degree Doctor Rerum Politicarum (Dr. rer. pol.).

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We will also consider applicants who hold a level 6 CIM Diploma in Professional Marking, Digital Marketing or Sustainable Marketing (pass or above) and two years' relevant work experience (please include your CV with your application).

International & EU entry requirements

We accept a wide range of qualifications from applicants studying in the EU and other countries. Get in touch with any questions you may have about the qualifications we accept. Remember to tell us about the qualifications you have already completed or are currently taking.

Sorry, the entry requirements for the country that you have selected are not available here. Please select your country page where you'll find this information.

English language requirements

If English is not your first language, we require IELTS 6.5 overall with a minimum component score of 6.0 in writing and 5.5 in all other components.

If you do not meet our IELTS requirements then you may be able to complete a pre-sessional English pathway that enables you to start your course without retaking IELTS.

Additional Notes

The University uses academic selection criteria to determine an applicant’s ability to successfully complete a course at the University of Essex. Where appropriate, we may ask for specific information relating to previous modules studied or work experience.

Course structure

We offer a flexible course structure with a mixture of core/compulsory modules, and optional modules chosen from lists.

Our research-led teaching is continually evolving to address the latest challenges and breakthroughs in the field. The following modules are based on the current course structure and may change in response to new curriculum developments and innovation.

We understand that deciding where and what to study is a very important decision for you. We'll make all reasonable efforts to provide you with the courses, services and facilities as described on our website and in line with your contract with us. However, if we need to make material changes, for example due to significant disruption, we'll let our applicants and students know as soon as possible.

Components are the blocks of study that make up your course. A component may have a set module which you must study, or a number of modules from which you can choose.

Each component has a status and carries a certain number of credits towards your qualification.

The modules that are available for you to choose for each component will depend on several factors, including which modules you have chosen for other components, which modules you have completed in previous years of your course, and which term the module is taught in.

Modules are the individual units of study for your course. Each module has its own set of learning outcomes and assessment criteria and also carries a certain number of credits.

In most cases you will study one module per component, but in some cases you may need to study more than one module. For example, a 30-credit component may comprise of either one 30-credit module, or two 15-credit modules, depending on the options available.

Modules may be taught at different times of the year and by a different department or school to the one your course is primarily based in. You can find this information from the module code . For example, the module code HR100-4-FY means:

COMPONENT 01: CORE WITH OPTIONS

COMPONENT 02: CORE

This module introduces the methods of research in the fields of marketing. You explore a variety of quantitative and qualitative methods, using examples and case studies to determine the suitability of different types of research in particular situations. You gain understanding of research ethics and acquire the skills to organise and undertake a research project.

View Research Methods in Marketing on our Module Directory

COMPONENT 03: COMPULSORY

Marketing strategy involves key marketing decisions such as managing customer heterogeneity, customer dynamics, marketing-based sustainable competitive advantage, and resource trade-offs. This module trains you on the fundamental frameworks, processes, and analysis tools for developing and implementing marketing strategies to make informed marketing decisions. Such decisions, followed by actions, help firms build marketing-based, sustainable competitive advantages to create value for stakeholders.

View Marketing Strategy on our Module Directory

COMPONENT 04: COMPULSORY

This module provides an overview of key practical and theoretical issues within digital marketing and social media. You explore the impact of digital on marketing models and practices and discuss the changing nature of business, consumer behaviour and communication. Topics may include the digital customer experience, managing digital relationships and digital marketing strategy.

View Digital Marketing on our Module Directory

COMPONENT 05: COMPULSORY

This module aims to teach you the many ways that marketing analytics can determine the success of digital marketing campaigns. By the end of the module, you will understand how analytics can help marketers overcome challenges in today’s data era and have the skills to use analytics software to make data-driven decisions.

View Marketing Analytics on our Module Directory

COMPONENT 06: OPTIONAL

Dissertation

Home/uk fee.

£14,300

International fee

£22,400

Masters fees and funding information

Research (e.g. PhD) fees and funding information

What's next

We hold Open Days for all our applicants throughout the year. Our Colchester Campus events are a great way to find out more about studying at Essex, and give you the chance to:

• tour our campus and accommodation
• find out answers to your questions about our courses, student finance, graduate employability, student support and more
• meet our students and staff

If the dates of our organised events aren’t suitable for you, feel free to get in touch by emailing [email protected] and we’ll arrange an individual campus tour for you.

2024 Open Days (Colchester Campus)

• Saturday 15 June 2024 - June Open Day
• Saturday 21 September 2024 - September Open Day
• Saturday 26 October 2024 - October Open Day

You can apply for this postgraduate course online . Before you apply, please check our information about necessary documents that we'll ask you to provide as part of your application.

We aim to respond to applications within two weeks. If we are able to offer you a place, you will be contacted via email.

For information on our deadline to apply for this course, please see our ‘ how to apply ' information.

Visit Colchester Campus

Set within 200 acres of  award-winning  parkland - Wivenhoe Park  and located two miles from the  historic city centre of Colchester – England's oldest recorded development. Our Colchester Campus is also easily reached from London and Stansted Airport in under one hour.

Virtual tours

If you live too far away to come to Essex (or have a busy lifestyle), no problem. Our 360 degree virtual tour allows you to explore the Colchester Campus from the comfort of your home. Check out our accommodation options, facilities and social spaces.

At Essex we pride ourselves on being a welcoming and inclusive student community. We offer a wide range of support to individuals and groups of student members who may have specific requirements, interests or responsibilities.

The University makes every effort to ensure that this information on its programme specification is accurate and up-to-date. Exceptionally it can be necessary to make changes, for example to courses, facilities or fees. Examples of such reasons might include, but are not limited to: strikes, other industrial action, staff illness, severe weather, fire, civil commotion, riot, invasion, terrorist attack or threat of terrorist attack (whether declared or not), natural disaster, restrictions imposed by government or public authorities, epidemic or pandemic disease, failure of public utilities or transport systems or the withdrawal/reduction of funding. Changes to courses may for example consist of variations to the content and method of delivery of programmes, courses and other services, to discontinue programmes, courses and other services and to merge or combine programmes or courses. The University will endeavour to keep such changes to a minimum, and will also keep students informed appropriately by updating our programme specifications . The University would inform and engage with you if your course was to be discontinued, and would provide you with options, where appropriate, in line with our Compensation and Refund Policy.

The full Procedures, Rules and Regulations of the University governing how it operates are set out in the Charter, Statutes and Ordinances and in the University Regulations, Policy and Procedures.

Want to quiz us about your course? Got a question that just needs answering? Get in touch with us on live chat!

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Mastering Cross-Marketing Strategy: Insights on Consumer Behavior, Trends, and Digital Impact | PROF. MENT KUIPER | #TGV487 The Guiding Voice

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Tune into #TGV487 to get clarity on the above topic. Here are the pointers from Ment’s conversation with Naveen Samala on The Guiding Voice Introduction, First Rapid Fire round, and context settingMent’s success mantraHow can organizations effectively develop and monitor their cross-marketing strategies using Ment Kuiper’s model?Case study: where a cross-marketing strategy model has been successfully applied, resulting in measurable outcomes for an organizationWhat Common challenges that organizations face when implementing cross-marketing strategies, and how can they overcome these challenges? Key insights or observations Ment has gleaned from studying consumer behavior, and how can businesses leverage these insights to enhance their marketing efforts?Ment’s annual Trend Report is highly anticipated in the industry. What emerging trends in marketing and communication does he foresee shaping the landscape in the coming year, and how should organizations adapt to stay ahead?How can businesses effectively integrate digital trends into their marketing strategies to create a cohesive and impactful approach?WITTY ANSWERS TO THE RAPID-FIRE QUESTIONSThe Next frontier in marketing innovation, and how can organizations prepare to leverage these opportunities effectivelyTRIVIA ABOUT Subliminal advertising About the guest: Prof. Ment Kuiper specializes in driving innovation by implementing cutting-edge marketing, communication, and design strategies within organizations.  At SchaalX,  he leads in-company training programs and mentors young digital professionals to develop practical marketing and communication strategies. Connect with the guest on LinkedIn: https://www.linkedin.com/in/mentkuiper/ CONNECT WITH THE HOST ON LINKEDIN: Naveen Samala: http://surl.li/tmksm http://www.naveensamala.com If you'd like to contribute to our mission, please donate (any amount of your choice) through Paypal https://paypal.me/NaveenSamla If you wish to become a productivity monk: enroll in this course:  http://surl.li/tmksi TGV Inspiring Lives Volume 1 & 2 are on Amazon: Vol 2:  Notion Press:  http://surl.li/tmkry Amazon UK: https://www.amazon.co.uk/dp/B0CQ2J7BM8 Vol 1: Kindle: https://amzn.eu/d/cKTKtyC Paperback: https://amzn.eu/d/4Y1HAXj #TGV is available in Hindi & Telugu: https://youtube.com/@tgvhindi https://youtube.com/@tgvtelugu Audio: http://surl.li/tmksp(#tgvhindi) Hosted on Acast. See acast.com/privacy for more information.

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Tepper School of Business

With Doctoral Degrees in Hand, New Tepper School Alumni Embark on Careers

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• sheilad(through)andrew.cmu.edu
• 412-268-8652

Graduates of the Ph.D. program at the Tepper School of Business at Carnegie Mellon University are embarking on their new career paths now that they have completed their academic journeys.

They join an impressive network of more than 20,000 Tepper School alumni research scholars, including nine Nobel laureates. In addition, the graduates are part of the larger Carnegie Mellon University network of more than 110,000 alumni worldwide.

Career Destinations

Daniel de Roux Uribe will head to Mountain View, California to work as a research scientist at Google. His dissertation, titled Outer Approximation for Semidefinite Programs and a Vector Clock Problem, explored a new approach to solve certain kinds of optimization problems by exploiting a special structure that sometimes can be found in those problems.

Samuel Levy will join the Darden School of Business at the University of Virginia as an assistant professor of marketing. Levy’s research contributes to improving marketing analytics by building more flexible, scalable, and interpretable models of consumer behavior to inform optimal decision-making, in particular on data privacy, pricing, and branding. The dissertation title is Essays on Bayesian Machine Learning in Marketing.

Sae-Seul Park ’s new role is as an assistant professor at the Rotman School of Management at the University of Toronto. In her dissertation, Essays on Human Capital and Organizational Performance, Park studies how the development, control, and management of strategic human capital underlies intraorganizational processes that influence firm performance.  She examines how heterogeneous human capital characteristics within an organization relate to the antecedents and consequences of human capital development and intra-organizational knowledge transfer for performance outcomes.

Savannah Tang will be an assistant professor in operations management at the Cox School of Business at Southern Methodist University. Her dissertation title is Addressing Challenges in Public Service Operations Management: Data-Driven Solutions and Strategies . Tang explores how data and mathematical models can enhance important decision-making in public service management, in areas like organ transplants and child welfare support. The research examines efficient and fair ways to share limited resources and work with technology to make better decisions.

Qiaochu Wang will be an assistant professor at the Stern School of Business of New York University. Wang’s dissertation title is Artificial Intelligence/Machine Learning Economics: Transparency, Competition, and Collusion. The work examines the economic impacts of integrating AI technologies in business sectors. It offers managers, researchers, and policymakers enhanced insights into how AI transforms market dynamics and provides guidance on the utilization and regulation of these emerging technologies.

Lavender Yang will join Harvard University in a post-doctoral role, working on the Corporate Net-Zero Target project and continuing research on climate regulations and corporate performance. Given the increasing prominence on climate change issues and heightened regulatory environment, Yang examines the economic impact of climate disclosure regulation. It investigates how affected firms respond to disclosure requirements and whether the policy is effective at informing investors and the public about firms’ environmental performance. The title of Yang’s dissertation is Essays on Climate Disclosure Regulations.

Mik Zlatin will begin post-doctoral work at the Weizmann Institute of Science in Israel sponsored by Robert Krauthgamer, professor and department head of Computer Science and Applied Mathematics. Zlatin designs fast algorithms for problems which arise in the development of robust networks. While these are of practical use, another major goal is to better understand the structure and limits of computational methods in general for these fundamental problems on networks.

Explore the Tepper School Ph.D. Program

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