Effectiveness of digital marketing methods used in electronic stores on purchasing behavior
"Applied Study"
A dissertation submitted for the degree of Ph.D of Arts, Mass Communication Department, Division Of Public Relations And Advertising
By/
Hany Ibrahim Albembawy
Advisor/
Prof. Dr. Wafaa Salah
Assistant Professor of Public
Relations and Advertising
Faculty of Arts - Zagazig University
|
Prof. Dr. Rizq Saad
Professor of Public Relations and Advertising
Faculty of Mass Communication
Misr International University
|
introduction:
Trade through electronic stores is considered an excellent way to reach all the markets of the world, at the same time and with the lowest expenses, as it helps sellers to overcome the barriers of distance and reach diverse distant markets with multiple characteristics. It also helps to overcome the barriers of time and deal with customers around the clock. .
In the pages of this study: The importance of digital marketing methods used in online stores was discussed, and their effectiveness on individuals’ purchasing behavior was explained.
The study problem:
The main problem of the study crystallizes in: What is the effectiveness of digital marketing methods, used in electronic stores, on purchasing behavior? It is an applied study on a sample of electronic stores (Amazon, Shopify), and the clarity of their effectiveness for the public to make the purchasing decision. This study was concerned with describing, analyzing and interpreting the uses of marketing methods, the mechanism by which they work, and the extent of their effectiveness on purchasing behavior.
The study resulted in several results, the most important of which are:
First: The most important results of the analytical study:
-
The online stores on the Amazon platform were more interested in marketing methods than the online stores on the Shopify platform, as Amazon stores used all (20) marketing methods, which were mentioned in the methodological aspect of this study. While Shopify stores did not use the study sample, only (12) marketing methods. This indicates that the Shopify platform is not being optimally exploited in building online stores in Egypt, even though it is achieving very large gains in Western countries.
The study sample stores on the Amazon platform exploited most of the marketing methods very well, and were unique in using marketing methods that the study sample stores on the Shopify platform did not work on, such as the method (loyalty program points packages), which appeared to visitors during the study period, (1,702,608 ) appearance, and also the method (reward packages for existing customers to bring a new customer), which appeared to visitors, (1,592,593) impressions.
3. Smart tools helped the managers of each of the e-stores in the study sample to use marketing methods based on studying the behavior of the audience of this particular store, and thus create promotional offers that are compatible with their desires and largely meet their needs. The power of these tools lies in; In that it studies the behavior of the store’s audience specifically, and not by relying on studying the behavior of the audience in general, through the results of studies and research, as these results may not be compatible with the behavior of one store’s audience and another, due to the diversity of store brands, the diversity of products, and thus the diversity of audience categories. .
4. The (image with text) category had the largest percentage of advertising types used in all the e-stores in the study sample, which came in at a percentage of (52.7%). This result is logical, because this advertisement is very effective in conveying information visually, and at low costs in the process of producing and designing the advertisement, compared to video advertising, despite the great importance of video advertising as well.
Second: The most important results of the field study:
1. The results demonstrated that there is no significant difference between males and females in using e-stores to conduct online shopping, and that e-stores are interested in targeting both males and females in their marketing campaigns, depending on the type of products they sell.
2. As for the age group of the audience, the age group (26-40 years) came in first place, with a percentage of (57.5%). It is clear from this result that electronic stores are targeting in their marketing campaigns; This group is significantly greater, compared to other age groups, due to their extensive use of technology and the Internet.
3. One of the most important reasons for the public’s interest, which was 87.5% of the study sample, in purchasing from electronic stores is that the store is open all days of the week without holidays, and purchases can be made at any time, and that the online store provides comparison between similar products.
4. The justifications of a percentage of the public, which amounted to (12.5%), were for not purchasing from electronic stores; It is that they do not trust the information of electronic stores, and the price and promotions were not encouraging to purchase, and were not compatible with their desires.
Recommendations and suggestions:
1. All electronic stores must use smart tools in their marketing methods to study the behavior of their audience, as they are very important tools for analyzing and monitoring the behavior of the audience of this particular store, given the differences in the audiences of electronic stores, according to the nature of each store and its products.
2. Conduct more research and studies, by marketers and researchers, on the best smart digital marketing methods, at frequent intervals, as digital marketing methods are now constantly changing.
3. Interest from online stores in building their store on a reliable e-commerce platform, such as Amazon or Shopify, as these platforms provide ways to protect the online store from hacks and security threats, and thus help the online store build a reliable brand.
4. Every online store that wants to create an entity for its brand independently must create an online store bearing its brand on the Shopify platform, because it gives it the opportunity to appear under its brand name, and thus this store will have fame and reliability.
The study was divided into five chapters:
Chapter one: the methodological framework of the study.
Chapter Two: E-stores and their importance in trade and marketing
The first topic: Online stores
The second topic: Stores (Amazon, Shopify)
Chapter Three: Smart digital marketing methods in online stores
The first topic: Smart digital marketing methods on stores (Amazon, Shopify)
The second topic: Forming electronic purchasing behavior
Chapter Four: Analytical Study
The first topic: methodological procedures for the analytical study
The second topic: Analysis of the communication activities of the electronic store websites, sample of the study
The third topic: Presentation and analysis of the results of the analytical study of marketing methods
Chapter Five: The field study
The first topic: the methodological procedures of the field study
The second topic: Presentation and analysis of the results of the field study