Posted: July 16th, 2015
The Impact of Strategies used for E-marketing in Shifting the Brand Perception of Customer – The Case Study of Nike
Acknowledgement
This paper would not have been possible without the assistance and the guidance of several individuals who in one way or another extended their valuable assistance in the preparation and completion of this study.
First, my utmost gratitude to my father and mother who have been my inspiration as I hurdle all the obstacles in the completion this research work. I also want to thank my class adviser for his/her generous and reliable support as my dissertation adviser, my friends for their patience and steadfast encouragement to complete this study.
I am heartily thankful to my classmates, whose encouragement, guidance and support from the initial to the final level enabled me to develop an understanding of the subject. Lastly, I offer my regards and blessings to all of those who supported me in any respect during the completion of the project.
Abstract
E-marketing manages to promote the product across the globe so that required market can be grabbed in a short interval of time. Fatayerji (2004) suggested that the strategies of E-marketing are found to be effective as in this era; customers are more related to the technology this is why E-marketing supports in the quick expansion of product.The study is based on the case of Nike and its consumers, therefore the target respondents of the study included the consumers of the brand Nike. In addition to this the marketing managers of Nike were also participants if the research since their views were important for evaluating the online marketing strategies used by a brand and its impact realized at the company’s end. A comparison of traditional approach and modern approach of marketing has also been presented to assess that which marketing communication channel is appropriate for an organization and what are the benefits an organization can acquire after the application of modern marketing approach.
Table of Contents
1.2. Background of the Study. 7
1.8. Motivation of the study. 9
2.2. Concept of E-Marketing. 11
2.3. Traditional Marketing in contrast with E-Marketing. 12
2.4. Framework of E-marketing Tools and Techniques. 13
2.5. Strategies of E-Marketing. 15
2.6. Advantages and Disadvantages of E-Marketing. 16
2.8. Brand Perception of Customers. 17
2.9. E-Marketing and Brand Image Integration. 17
2.10. Benefits of E-Marketing and Brand Image Integration. 18
3.3. Hypothesis Generation. 23
3.10. Data Collection Instruments. 25
3.11. Techniques for Data Analysis. 25
3.12. Ethical Consideration. 25
4 Chapter 4: Data Analysis. 26
4.3 Descriptive Frequency Analysis. 27
6.3 Area of Future Studies. 61
6.5 Limitations of the research. 62
List of Tables
Table 3: Coefficient Table. 53
Table 5: Coefficient Table. 54
Table 7: Coefficient Table. 55
List of Figures
Figure 1: Framework of E-marketing. 16
Figure 2: Conceptual Framework. 23
1
Chapter: 1 Introduction
1.1. Introduction
This chapter aims to provide basic information about the study topic. It explains about inspiration that motivated researcher to conduct study along with scope and the significance of this research. This chapter exemplifies the aspects that supports in developing the understanding about topic on which the study is to be conducted. In this chapter, the further implications and the steps that is to be taken for the completion of the study.
1.2. Background of the Study
As stated by Bart, Vekatesh, Farreena and Urban (2005), in this era, the customers’ perception is influenced through multiple aspects; however, customer’s perception is the key tool that attracts the success for the business. In the light of the studies of Berger, Draganska and Simonson (2007), it is stated to be the most important factor for the development and expansion of the business. As explained by Bettman, Luce and Payne (2008), entrepreneurs apply multiple practices that support in gaining the customers preferences; however, implication of E-marketing strategies is the significant tool that support in attracting the customers’ attention. E-marketing supports in vast and rapid promotion of the products that are been offered, this supports in the quick sales of the product. As according to Brodie, Winklhofer, Coviello and Johnston (2007), thee-marketing strategy refers to the electronic marketing that includes the social media, internet and other social modes that are used for the communication processes. E-marketing manages to promote the product across the globe so that required market can be grabbed in a short interval of time. Fatayerji (2004) suggested that the strategies of E-marketing are found to be effective as in this era; customers are more related to the technology this is why E-marketing supports in the quick expansion of product.
1.3. Problem Statement
According to Black (2009), study is related with the problem statement that forms the basis of the research, statement of the problem plays a key role in the development of the study as it is the issue that is to be resolved during the conduction of the study. However, assessment of impact of strategies used for e-marketing in shifting the brand perception of customer is stated as the problem for the current research. This is termed as the statement of problem, which supports researcher in developing the understanding about the study.
1.4. Research Aim
The aim of this study is to evaluate the impact of strategies used for e-marketing in shifting the brand perception of customer.
1.5. Research Objectives
In order to conduct the research, it is important to create some objectives based on which the conclusions and analysis can be made. The objectives of the research are cited below:
- To study the conceptual framework of e-Marketing tools used by organizations
- To highlight the use of e-Marketing by organizations to boost brand image
- To analyse the impact of e-Marketing on the brand image of Nike
- To present a set of recommendations to Nike on how to improve their brand image and use e-Marketing tools
1.6. Research Question
- The questions that are prepared for the research are cited below:
- What e-marketing models are used by multinational corporations?
- How e-marketing models are influencing brand image of organizations?
- How Nike is using e-marketing strategies to increase/boost their brand image among their target customers?
- What are the strategies that can be used by multinational corporations like Nike to strengthen the bond with the brand?
1.7. Scope of the Study
This study supports in understanding the involvement and impact of involving technology in the marketing procedures; the impact of such practices in the advancement of the sales of the firm is also stated as the scope of the study. The assessment of the impact of E-marketing in shifting the customer’s perception is the significant fact that further supports in understanding the importance of advanced technologies in marketing. In this era, internet has become the basic tool that has been used by the customers for their daily routine affairs; internet is known as basic implement that has been expended for communication, business, shopping and other affairs (Roberts and Kraynak, 2008). Moreover, in this study, the impact of different strategies such as emailing, text messaging and visual messaging on the consumers’ brand perception is realized through this study.
1.8. Motivation of the study
As stated by Fatayerji (2004), e-marketing is found to be vastly practiced across the globe as it supports the entrepreneurs to increase the sales and generate more profit, the advancement in the profit and expansion in the business are the aspects that motivated the researcher to conduct this study. E-marketing sustains considerable importance in promoting and selling the products; it holds an important impact over the position of the firm. The fact that motivated the researcher to conduct the study on this topic is the impact that e-marketing sustains over the customers perception about brand. This study motivates the entrepreneurs and marketers to practice e-marketing strategies for the promotion of their products.
1.9. Outline of the study
As stated by Black (2009), outline is stated as the format that is to be followed for the completion of the study; it is stated to be essential for the researchers to prepare the outline for the study in order to fulfill all the requirements of the study. Current study is divided into following five chapters:
Chapter One: Introduction –This chapter provides the detail of the topic along with the outline that supports in understanding the further steps that are to be taken for the complete conduction of the study.
Chapter Two: Literature Review –This chapter aims to provide the in-depth detail about the topic, it supports the study with the theories, approaches, models and practices of the past scholars.
Chapter Three: Research Methodology –This chapter support in understanding the method and the ways that are to be followed for collection of data for the study, the sources of data, techniques and sampling are significant facts that are discussed in this chapter.
Chapter Four: Data Analysis and Findings –This chapter supports in analyzing the data that has been gathered for the study, data is analyzed through statistical software like SPSS and excel software.
Chapter Five: Conclusion – This chapter aims to provide the findings of the study along with the limitations and future implications which supports in the development of understanding about the overall results of study.
1.10. Chapter Summary
In summarizing the above chapter, it has been stated that this chapter supports in understanding the basic details about the study. The above discussion explore that e-marketing is an important aspects that supports in the development and expansion the study, it is stated to be effective to study the impact of e-marketing in shifting the brand perception of the customers as this supports in the advancement of the business. The summary suggests that this study is crucial to be conducted so that the entrepreneurs and the marketers get motivated for the implementation of the e-marketing strategies for the promotion of their products.
2. Chapter 2: Literature Review
2.1. Introduction
Literature review is the most significant element for conducting any research. Literature review establishes parameters under which the research is conducted. The major content of literature review contains views and opinions of multiple researchers and authors related to the positive and negative aspect of core elements of research report. In other words, it can be stated that the literature review elaborates the concepts and framework of core elements which is required for conducting research. Major content of the literature review is related to the concepts, framework, tools and strategies of e-marketing and its impact on developing brand image of an organization. A comparison of traditional approach and modern approach of marketing has also been presented to assess that which marketing communication channel is appropriate for an organization and what are the benefits an organization can acquire after the application of modern marketing approach.
2.2. Concept of E-Marketing
According to Kalyanam and Mclntyre (2002), marketing is known as one of the operational activities of an organization. These operational activities are conducted in an organization for the development of customer pool, which assists management in the achievement of organizational goals and objectives. The core objective of this activity as stated by Kalyanam and Mclntyre (2002) is to build a bridge of relationship between the customer and the organization and through which the organization is able to satisfy demands of its customers. The development in e-marketing activities and integration of e-marketing activities with the environmental developments has introduced a unique concept of marketing activity, which has overcome the traditional concepts and framework of marketing.
The unique concept is known as e-marketing. This new concept is based on two elements, the first element is related to operational activity of the organization and the second element is related to the environmental development. The integration of these two elements has evolved and sketched new parameters through which an organization can develop a better understanding of its customers. In other words, it can be determined that e-marketing is related to conducting marketing activities of the organization through the channel of information and communication technology (Failte Ireland, 2012).
According to Bart, Vekatesh, Farreena and Urban (2005), the concept of e-marketing reflects the utilization of different channels to conduct e-marketing activities. The advancement in information and communication technology has shifted the social standards upward developing different mediums of sharing information. This development has changed the life style of people associated with a society and this development has also introduced multiple alternatives of conducting marketing activities. These multiple medium of sharing information includes social media websites, blogging, email and other mediums (Koubaa, 2007).
2.3. Traditional Marketing in contrast with E-Marketing
According to Jedha (2011), the major difference between traditional marketing and e-marketing is the productivity and output. Organization extracts and evaluates the result, which is received after conducting marketing activities. In traditional marketing, the promotional methodologies through media channel reflect a large area and population coverage inclusive of targeted and non targeted population.
The traditional marketing strategies do not deliver the required results as stated by studio72 (2014) because the organization is applying its marketing approach to non-targeted population. This reflects increased wastage of resources, which ultimately decreases the percentage of productivity. In contrast to this, Emarketing solutions (2014) states that the e-marketing communication channel filters the targeted population and assists the organization in delivering the message to the appropriate target market. This delivers the organization effective results and the deliverance of result through two perspectives. Both of these perspectives increase the level of productivity and effectiveness.
Another difference is also highlighted after the assessment of traditional marketing concepts, which is related to the cost incurred on e-marketing activities. The element of cost is an influential factor for organizations to adopt e-marketing techniques as the cost incurred in traditional marketing techniques is comparatively higher than that of e-marketing techniques. According to Studio72 (2014), organizations always prefers alternative which require less input and produces output at an increased level. Due to rapid changes in the external environmental forces of the organization and evolution in the business environment, organization has to adopt modern concepts and techniques of marketing to conduct operational activities in an effective manner. This scenario has forced the organization to change the technique of conducting marketing activities from traditional to modern e-marketing techniques.
In order to conduct marketing activities in an effective manner, management of the organization has to adopt unique e-marketing approach (Chaffey, Smith and Smith, 2013). In other words, it can be expressed that the organization has to change their marketing methodologies from traditional to unique developed modern concepts of e-marketing. There are multiple differences for which an organization changes their marketing methodologies and tools (Jedha, 2011). The major difference, which motivates the organization to adopt e-marketing communication channel is the effective utilization of resources to acquire the desired output at an increased level.
2.4. Framework of E-marketing Tools and Techniques
The figure presented below illustrates the framework through which an organization applies techniques of e-marketing. It is a continuous procedure as marketing is not a onetime process. The core purpose of this process is to inform and pursue the targeted audience to satisfy their needs and wants (RocketX1, 2013). The framework presented below reflects tools and techniques through which an organization executes e-marketing approach. The framework of e-marketing is dependent upon certain elements and these elements are presented in the figure 1.
Figure 1: Framework of E-marketing
(Source: RocketX1, 2013)
These elements are categorized according to their area of performance and functionality. These e-marketing elements include foundational elements which include keywords, search engine optimization and content strategy. The second element is known as core structural elements which contain branding, website and copy writing (RocketX1, 2013). The third element is known as reach elements which cover the aspects of blogging, newsletters, social media, E books and press releases
The fourth element is related to lead generation elements, which contain the aspects of lead and lead nurturing. The fifth element or the last element of this framework is related to measurement. Each element has its own significance and the integration of these elements determine the successful application of e-marketing approach (RocketX1, 2013). The first element is related to foundational element which is the ground base and initial steps of this approach and in this element the organization designs their content and the method through which the content will be presented
The second element is the core structural element which determines the structure through which the organization will present their content to the targeted audience. The third element is known as reach element which determines that how organization will approach their targeted audience and channel of e-marketing will the organization utilize to deliver their message. The fourth element is the lead generation element which is one of the most significant elements. If an organization is not generating leads through their e-marketing framework then it means there is something missing which needs to be supervised and altered according to the situation. The fifth element is related to measurement in which the organization measures the level of effectiveness of the framework applied (RocketX1, 2013).
2.5. Strategies of E-Marketing
E-marketing is one of the multiple alternatives, which assists in the achievement of organizational goals and objectives. The utilization of these e-marketing strategies depends upon the situation. It means that an organization has to assess the current scenario and environmental conditions of the market and then according to the assessment, modify their marketing strategies. Certain of these e-marketing strategies include content marketing, social media marketing, and e-mail marketing and search engine optimization. Certain of these e-marketing techniques produce effective results if utilized in an appropriate manner (Gommans, Krishnan and Scheffold, 2001).
E mail based marketing approach is one of these e-marketing methodologies which provides the organization an increased responses. There is a slight difference in formulating the e mail and that formulation can either increase the responses or decrease the responses. Content based marketing is also one of an effective e-marketing approach in which the organization provides precious information to its associates and targeted audience (Constantinides, 2006).
The provision of content is conducted through newsletter, blogs and other channels of marketing. Next to content, there is another method, which is known as search engine optimization. The advancement and development has developed search engine through which the user gains the relevant information. Organizations optimize the search engine in such a manner that in the presented search results, the name of the organization or the offering flashes in the front of targeted audience (Constantinides, 2006).
Social media is the most prominent alternative through which organization conducts their marketing activities. According to a survey conducted on the influential factor of social media it has been assessed that social media based marketing produces result which is comparatively much more effective rather than any other marketing technique (Constantinides, 2006).
2.6. Advantages and Disadvantages of E-Marketing
Every marketing approach either traditional or modern has certain advantages and disadvantages. These advantages and disadvantages determine its dependency and necessity of adoption in an organization. The advantages of e-marketing include traceability, targeted, cost effective, personalization, relationship building and reducing distance (Fatayerji, 2004).
When it comes to advantage, the biggest advantage is its traceability, which means that organizations are able to assess and evaluate the results and trace that what amount of results are being produced after the application of e-marketing. On the other hand, the disadvantages of e-marketing include competition, internet usage, evolution and personal interaction (Fatayerji, 2004).
Among these disadvantages, the biggest disadvantage of its usage that the organization has to make continuous improvements and modifications in their marketing techniques due to rapid changes in information and communication technology and environmental conditions. The combined assessment and evaluation of advantages and disadvantages determine its dependency in an organization and its effectiveness (Fatayerji, 2004).
2.7. Brand Image
A brand is known as a distinguished image of a product in the mind of customer. The distinguished image is the result of satisfaction, which a customer has received after its consumption. If a product satisfies the needs and wants of a customer then that product creates a distinguished image in the mind of customer. In other words, it can be stated that value and benefits derived from a product after its consumption by a customer expresses the distinguished image of that brand (Koubaa, 2007).
Brand image assists the organization in multiple aspects and organization conducts their marketing activities through different channels to create a distinguish image. Modification in the e-marketing are also made to achieve their target in an effective manner. An image is known as the build of characteristics and features of product, which a customer has consumed. When a positive image of a brand is created in the mind of customer then the customer prefers that product among multiple products (Miyasaki, Grewal, and Goodstein, 2005).
Even other products deliver the same level of satisfaction but still that same product is preferred by that customer. The core reason on the basis of which the concept of brand image exists is the psychological aspect. The level of satisfaction of a customer is derived from its psychology which means that if the satisfaction level of a customer is achieved by a product then the product is automatically converted into a brand and a positive image of that brand is created in the mind of customer (Thakor, and Lavack, 2003).
An additional advantage of brand image is that the customer prefers that brand to its associates and surroundings of the society. This marketing methodology is known as word of mouth communication which has its influence at an increased level. This is because on comparative basis a customer gives privilege to recommendation of its associate rather than trusting on its customer (Steenkamp, Jan-Benedict, Rajeev and Dana, 2003).
2.8. Brand Perception of Customers
Brand perception of customer means that what a customer perceives after the consumption of a brand. The perception maybe positive or negative depending upon the value and benefit derived from that consumption. Development of positive perception and image in the mind of customer results in repeated purchase of that brand and also its preference to its associates and surroundings. On the other hand, development of negative image in the mind of customer results in fall or decrease in the value of the product which is being consumed (Scott and Keith, 2005).
In actual, there are two aspects of the perception of customers. The first aspect is the development of perception before the consumption of product and the second aspect after the consumption of product. If the perception sketched by the customer is equivalent to the level of satisfaction derived after the consumption of the customer then the image created in the mind of customer will be at an increased level. This increased level of satisfaction may lead the customer to brand loyalty in which the customer does not switch its brand (Samiee, Shimp and Sharma, 2005).
2.9. E-Marketing and Brand Image Integration
According to the discussion conducted above which has expressed the concept, techniques and advantages of e-marketing and brand image, the integration of brand image with e-marketing determines the increase in business activities. Multiple organizations develop brand image in the mind of customers through conducting multiple e-marketing techniques and methods. The core element of organization for the utilization of e-marketing techniques is to create a distinguished image in the mind of customer (Xiang and Gretzel, 2010).
This distinguished image creation in the mind of customer of the brand results in an increased profitability and revenue generation. The main purpose of organization to utilize e-marketing is to achieve another objective besides image creation. Organization can also create a distinguished image of brand in the mind of customer, but the negative elements of traditional marketing are increase cost, wastage of resources and delay in responses (Weiss, Lurie, and Macinnis, 2008).
As explained above that traditional marketing contains multiple disadvantages, which include increased cost of operations, more wastage of resources in conducting operational activities and the responses which organization receives takes more time. On the other hand, e-marketing approach contains multiple advantages and benefits which motivate the organization in adopting of e-marketing communication channel. The application of this approach assists the organization in achievement of goals and objectives in an effective manner (Weinberg, 2009; Mathur, Moschis, and Lee, 2003).
The integration of development of brand image and e-marketing methodologies assists the organization in creating a positive and distinguished image in the mind of customer. This distinguished image creation results in building and increasing brand loyalty. The additive benefit of e-marketing in the development of brand image is that since the results of e-marketing can be traced so the organization can change their approach if the applied communication channel does not provide equivalent results or results according to the requirements of the organization (Watson, Leyland, Berthon and Zinkham, 2002).
In an overall perspective, the integration of e-marketing and development of brand image assists the organization in increasing their operational activities (Steinman, Hawkins, 2010).
2.10. Benefits of E-Marketing and Brand Image Integration
The core benefit of this integration, for an organization, is the increase of business environment and profitability of the organization. Understanding the psyche of customer and developing the product according to the demand of the customer results in an increased business and profitability. The second benefit, which an organization receives through this integration, is the modification in products and services which an organization conducts according to the needs and wants of the customer. Modification also assists the organization in increasing their customer pool (Xiang and Gretzel, 2010).
Not every segment is targeted through a single product and single methodology. It depends upon the market segment and the feature of the product and these two elements determine which methodology is adopted (Weiss, Lurie, and Macinnis, 2008). If, an organization makes modification in the core features and benefits of a product then, the organization does not only satisfy the modified demand of the customers but it also increases their business environment through the addition of new segment of the market (Steinman, Hawkins, 2010).
The e-marketing and brand image integration also delivers another benefit which is unable to achieve in traditional marketing. The benefit is related to geographical that when it comes to internet based marketing then the boundaries are removed and the organizational increases their area of performing business activities. The responses organization receives assists in development, alteration and modification according to the demands of customer and the changing conditions of market (Watson, Leyland, Berthon and Zinkham, 2002).
In traditional marketing, an organization has to make changes in a developed marketing strategy which increases their cost incurred in projects. On the other hand, the cost incurred in conducting the e-marketing communication channel is still able to manage in e-marketing due to two reasons. The first reason is that the modification is easy to be made as the methodology is developed in such a manner which can be adjusted. The second reason is that this alternative is comparatively cost effective rather than traditional marketing approach (Weiss, Lurie, and Macinnis, 2008).
2.11. Chapter Summary
It has been concluded that e-marketing methodologies reflect effectiveness in performing operational activities rather than adopting traditional marketing methodologies. There are multiple advantages of adopting e-marketing methodologies, which overcomes the drawbacks of traditional marketing methodologies. The above literature reflects that the utilization of e-marketing approach to create brand image assists the organization in the achievement of goals and objectives in an effective and efficient manner. Brand image development is one of the most significant elements for an organization because the building of positive brand image in the mind of customer results in preference of product among multiple products. In addition to preference of product, the second advantage is that the customer spreads word of mouth which is an effective e-marketing strategy.
3. Chapter: 3 Methodology
3.1. Introduction
As stated by Black (2009), methodology is the significant chapter because it aims to deliver information about the method and technique that are to be followed by the researcher for the collection of the data. The sampling techniques, sample size, sampling tools and data collection tools are discussed in this chapter so that researcher can understand the method that is to be applied for the completion of the study. This chapter, as well supports in observing the type of study and also the approaches that are to be implemented for the collection of the data.
3.2. Research Framework
As stated by Burns and Bush (2006), research framework is the graphical illustration that exemplifies the whole study; however, the framework for this study is exemplified below:
Dependent Variables
Customers’ brand Perception
As stated by Mathur, Moschis and Lee (2003), the customers’ brand perception is the significant factor that supports in advancing the position and the effectiveness of the firms; it is stated as the simplest technique that supports in the expansion of the business. Customers’ positive perception is the tools that help the entrepreneurs to generate more profit.
Independent Variables
E-marketing Strategies
Kalyanam and Mclntyre (2002) stated that e-marketing refers to the marketing through the internet; this is the most effective technique that has been utilized by the marketers for the promotion of their products. This is observed to sustain a significant impact over the buying and consuming behavior of the customers, because it is an operative technique for attracting customers and providing them relevant information about the product.
Email technique
According to Nelson (2004), the technique that involves the emails for the attraction of the customer’s attention towards the product is the most effective strategy as it is the cheap but fastest way of communicating and promoting the product.
Visual illustration of text message
According to Nelson (2004), visuals estimations of the emails and other messages that includes the graphics and images that elaborates the details about product is highly influencing because it attracts the customers and motivates them to consume the products.
Means for social sharing
According to Nelson (2004), promotion of the products through social sharing websites is the fastest cheapest but the effective techniques as this grabs the market with a very short interval of time. More potential customers are attracted through this strategy because of the quick services.
3.3. Hypothesis Generation
According to Black (2009), hypothesis statements are highlighted because they are to be discussed for the completion of the study; they are incorporated and assessed throughout the study so that the topic can be understood easily.
H 1: The email technique has a significant impact on shifting the customers’ brand perception
H 2: The visual illustration of the text message sustains a significant impact is shifting the customers’ brand perception
H 3: The means for the social sharing as well influence the customers’ brand perception.
3.4. Pilot testing
Pilot testing is a technique that advances the reliability and the effectiveness of the study; this strategy supports in understanding the generality of the topic which further motivates the researcher to complete the study. Pilot testing refers to a sample test that supports in analyzing that whether the process of conducting data is effective or not. However, in the study, pilot testing is conducted to assess the validity of the study, the questionnaire is provided to 5 people and their responses are assessed about the e-marketing strategies; this helps in understanding the reliability of the questions of the questionnaire.
- The Variables and Measurements
The variables of the study forms the base of the study through which the research is conducted because they are considered as the important part of the study. Variables are of two types, i.e. independent variables and dependent variables. However, this study sustains following dependent and independent variables:
Dependent Variable
- Consumers’ brand perception
Independent Variable
E-marketing strategy
- Email technique
- Visual illustration of the text message
- Means for the social sharing
3.6. Sampling and Data
The selection of particular individuals as the respondents of the study refers to the sampling, the responses of such respondents is assessed for the conduction of the study. However, a huge population is observed that are regular consumers of Nike, this is why the sample selection is easy for the study. The customers and employees of Nike are selected as the sample for the current study and their responses are evaluated and considered as data for the study.
3.7. Sample Selection
According to Black (2009), the selection of the sample is the most important aspects of this chapter as this supports in understanding the reliability and the validity of the research. However, convenience sampling technique is used, this supports in evaluating the perception of the customers about e-marketing strategies.
3.8. Sample Size
Sample size refers to the number of respondents that are to be considered for the study, the sample size for this study sustains 300 respondents out of which 100 respondents are the employees of Nike and 200 respondents are the customers of Nike.
3.9. Description of Data
According to Black (2009), data for the research is the significant fact as the whole study is based on the analysis of data that has been collected through different techniques and methods; data is differentiated into two types, i.e. qualitative data and quantitative data. Qualitative data refers to the characterization, observation and approximation, whereas; quantitative data refers to the numerals and measureable data. However, in this study both types of data are considered for the evaluation of the complete study because the impact of e-marketing is to be assessed in shifting the brand perception of the customers.
3.10. Data Collection Instruments
The data collecting instruments are used for gathering data for the study, different techniques and tools are utilized for the collection of the data (Black, 2009). In this study, questionnaire survey is utilized for the collection of the data. The questionnaire is provided to the selected sample and their responses are analyzed for the estimation of the possible results of the study.
Different techniques are utilized for analysis of the data that has been gathered for the study, the gathered data for the current study is assessed through statistical software SPSS. The simple linear regression method is used for the calculation of results for current study; this method is to be utilized for the estimation of responses of sample respondents about the e-marketing strategies that are involved for the promotion of products of Nike.
3.12. Ethical Consideration
This is the most significant part of the chapter because it suggests about the ethical considerations that are to be considered by researcher during the conduction of the study. Ethical issues are the significant components of study as it supports in understanding the reliability and the generality of the study. Three ethical issues are crucial for the study that should be considered by the researcher for the completion of the study, they are stated as follows:
Confidentiality—this refers to the privacy of the data that has been gathered, the data collected should not be disclosed to anyone.
Autonomy—– The data should be collected through illegal means only, the respondents should feel free to share their views about the e-marketing.
Anonymity—-The privacy of the personal data and information should be practiced so that the respondent can share their views easily.
3.13. Chapter Summary
The summary of the above chapter supports in understanding the method that the researcher follows for the complete conduction of the study. The questionnaire is to be distributed among 100 employees of Nike and 200 customers of Nike for assessing their views about the e-marketing strategies. The data collected is assessed through simple linear regression method and the SPSS software is used. The summary supports in understanding the data collection method along with the sample that is selected for the study.
2 Chapter 4: Data Analysis
2.1 Introduction
This is the fourth chapter of the dissertation. In this chapter the researcher analyzes the data collected from the target respondents through the data collection methods and techniques which were mentioned in the previous chapter. The analysis presented in this chapter support the researcher in determining the required conclusion for the study. The study was based on investigating the effectiveness of online marketing strategies in changing the brand perception specifically taking the brand of Nike as a case example for this research. In order to inquire about this impact the target respondents selected comprised of the consumers of the brand Nike and the marketing managers of Nike.
2.2 Reliability test
The reliability test run for this research signified a Cronbach Alpha value of 0.602 which points towards the conclusion that the data set included in this research study was reliable enough to incorporate its findings as part of this research, and form a concluding viewpoint on the basis of it.
2.3 Descriptive Frequency Analysis
Question 1
| Gender | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Male | 180 | 60.0 | 60.0 | 60.0 |
| Female | 120 | 40.0 | 40.0 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
Question 2
| Age | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | 21 to 30 | 120 | 40.0 | 40.0 | 40.0 |
| 31 to 40 | 60 | 20.0 | 20.0 | 60.0 | |
| 41 to 50 | 60 | 20.0 | 20.0 | 80.0 | |
| 51 and above | 60 | 20.0 | 20.0 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
It can be seen that 40% of the respondents belong to the age group of 21-30 while 20% were falling in the interval of 31-40. Similarly, age category 41-50 contains 20% of the respondents and rest 20% belongs to the age interval of 51 and above.
Question 3
| Education | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | None | 63 | 21.0 | 21.0 | 21.0 |
| Primary level | 4 | 1.3 | 1.3 | 22.3 | |
| Secondary Level | 173 | 57.7 | 57.7 | 80.0 | |
| Tertiary level | 60 | 20.0 | 20.0 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
As far as the educational level of the employees is concerned, 21% of the customers were not educated whereas very few of the customers were belonging to the primary level of education that makes up around 1%. Approximately 58% of the customers were in the secondary level of education and rest 20% of the respondents were falling in the educational level of tertiary level.
Question 4
| Work Experience | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | 5-10 years | 127 | 42.3 | 42.3 | 42.3 |
| 10-15 years | 115 | 38.3 | 38.3 | 80.7 | |
| 15-20 years | 58 | 19.3 | 19.3 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
The aforementioned graph clearly illustrates the work experience of the customers, who were surveyed by the researcher. 42% of the customers fit in the category of 5-10 years of experience, 38% of the respondents have 10-15 years of experience and only 19% of the customers were having 15-20 years of experience.
Question 5
| I consume the products of Nike because it is easy to get notified about the products. | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | StronglyAgree | 59 | 19.7 | 19.7 | 19.7 |
| Agree | 175 | 58.3 | 58.3 | 78.0 | |
| Neutral | 66 | 22.0 | 22.0 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
The usage of internet has brought revolution in the industry that consists of competitors competing with one another in order to gain customers. This revolution enabled many companies to serve their customers by sending mails and by designing a website that would result in convenient shopping (Koubaa, 2007). The consumer response towards their preference of shopping through internet indicates that 40% of the customers agreed to this act that they do prefer shopping via internet and rest hold moderate views that makes up around 60% of the respondents. The results showed that none of the customers were disagreed with regard to online shopping.
Question 6
| I like getting notifications about the new products of Nike through mails | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | StronglyAgree | 112 | 37.3 | 37.3 | 37.3 |
| Agree | 7 | 2.3 | 2.3 | 39.7 | |
| Neutral | 73 | 24.3 | 24.3 | 64.0 | |
| Disagree | 108 | 36.0 | 36.0 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
When the respondents of the study were inquired that they like getting notifications about the new products of Nike through mails, according to the results approximately 40% of the customers were towards the agreement side that they do like getting notifications about Nike products through mails. Similarly, 24% of the customers were neutral that to some extent they like getting notifications about the Nike products. With regard to the disagreement side, 36% of the customers were disagreed which indicates that they do not like getting notifications about the new products through mails. The reason behind this can be that they might feel irritated by continuous notifications. According to Ganesh, (2004) consumers want themselves to be aware about every single product that has been launched by the brand they prefer either by mails or by any mean.
Question 7
| I get information about the products of Nike through internet | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | StronglyAgree | 120 | 40.0 | 40.0 | 40.0 |
| Agree | 60 | 20.0 | 20.0 | 60.0 | |
| Neutral | 120 | 40.0 | 40.0 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
When the researcher approached the respondents about the information that they get related to the Nike products, approximately 60% of the customers were agreed that they do get the information about the Nike products through mail whereas, 40% of the respondents hold moderate views and none of the respondents were disagreed which indicates that every customer receives more or less information about the Nike products through internet. According to Haque, Osman and Ismail (2009), companies place their information on the internet sites in order to make their customers responsive towards the products that they offer.
Question 8
| I think the mailing and texting strategies about the product are effective | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | StronglyAgree | 68 | 22.7 | 22.7 | 22.7 |
| Agree | 58 | 19.3 | 19.3 | 42.0 | |
| Neutral | 119 | 39.7 | 39.7 | 81.7 | |
| Disagree | 55 | 18.3 | 18.3 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
The aforementioned graph illustrates the effectiveness of customers regarding mailing and texting strategies, the responses of the customers indicates that about 42% of the customers were agreed that mailing and texting strategies about the products are effective way of making them aware about the products. Moreover, 40% of the customers were moderate towards the fact that mailing and texting strategies about the products are effective to some extent. 18% of the customers were also disagreed that they do not think that mailing and texting strategies are effective in making them aware about the products. According to Nysveen, Methlie and Pedersen (2002) many of the companies prefer text messages and mails to convey the offers or information about the new products to their targeted customers. This helps them to reach more customers in a shorter span of time.
Question 9
| I mostly get information through emails about products of Nike | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | StronglyAgree | 15 | 5.0 | 5.0 | 5.0 |
| Agree | 72 | 24.0 | 24.0 | 29.0 | |
| Neutral | 158 | 52.7 | 52.7 | 81.7 | |
| Disagree | 50 | 16.7 | 16.7 | 98.3 | |
| Strongly Disagree | 5 | 1.7 | 1.7 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
The usage of Email technique help the companies to build a positive image about their products in the eyes of consumers which will make them satisfied by the services provide to them and also that they are being valued. The respondents were presented with the statement that they mostly get information through mails about products of Nike, the responses indicates that majority of the employees were having moderate view regarding this fact that constitutes about 53% of the total respondents while 17% of the customers were disagreed with that they do not get most of the information through mails but the agreement side was heavier than disagreement side which includes 29% of the respondents.
Question 10
| It is good to have emails about products of Nike | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | StronglyAgree | 64 | 21.3 | 21.3 | 21.3 |
| Agree | 70 | 23.3 | 23.3 | 44.7 | |
| Neutral | 110 | 36.7 | 36.7 | 81.3 | |
| Disagree | 56 | 18.7 | 18.7 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
The above mentioned graph describes the responses that it is good to have mails about the products of Nike; about 44% of the customers were agreed that it is good to have emails about the products of Nike which indicates that information conveyed through email makes them approachable towards the product for which they have received a mail. Similarly, 19% of the respondents were inclined towards moderate side of the fact. As explained by the researcher Veliyath and Fitzgerald, (2000) the use of emails is an efficient way of delivering the product information towards the consumers and also a receptive way of catering customers.
Question 11
| The emails merely get my attention far quicker than commercials | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | StronglyAgree | 26 | 8.7 | 8.7 | 8.7 |
| Agree | 144 | 48.0 | 48.0 | 56.7 | |
| Neutral | 77 | 25.7 | 25.7 | 82.3 | |
| Disagree | 53 | 17.7 | 17.7 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
Modes that are used in conveying the information to the customers must be faster so that companies can coordinate and communicate their product related issues (Carr, 2010). The responses gathered by the researcher indicates that approximately 57% of the total respondents were in favor that emails get far quicker attention than the commercials whereas 18% of the respondents were disagreed that emails do not get quicker attention than advertisements.
Question 12
| Email with visual graphics support in understanding the product | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | StronglyAgree | 11 | 3.7 | 3.7 | 3.7 |
| Agree | 146 | 48.7 | 48.7 | 52.3 | |
| Neutral | 128 | 42.7 | 42.7 | 95.0 | |
| Disagree | 15 | 5.0 | 5.0 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
Humans are visual learners. Visual aids help them reinforce their memories. The firms can take advantage of this fact and can attract customers by sending emails (Lee and Lin, 2005). The above mentioned results indicate that 53% of the respondents were agreeing to the fact that email with visual graphics supports in understanding the products. Similarly, 42% of the respondents were having moderate views regarding this fact which showed that visual graphics via email provides a proper understanding of the product being advertised.
Question 13
| Visual illustration support in choosing the product | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | StronglyAgree | 7 | 2.3 | 2.3 | 2.3 |
| Agree | 142 | 47.3 | 47.3 | 49.7 | |
| Neutral | 98 | 32.7 | 32.7 | 82.3 | |
| Disagree | 53 | 17.7 | 17.7 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
The visual illustration in an email makes a customer feel more important as the information being provided in the email is personalized that is specially sent to him by the brand. This also brings in the feeling of belonging to the consumer with the brand. An ultimate outcome of both the points results into capturing the attention of the customers (Chan-Olmsted, 2002). When the target respondents of the research were inquired if the visuals present in the email are able to captivate their attraction, 39.66% of the respondents agreed with the highlighted point. In contrast to this 18.67% of the respondents disagreed with the notion whereas 41.67% of the respondents did not have any significant opinion about the statement.
Question 14
| Visual illustration in the email attracts the attention due to detailed and personalized information it holds | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | StronglyAgree | 52 | 17.3 | 17.3 | 17.3 |
| Agree | 67 | 22.3 | 22.3 | 39.7 | |
| Neutral | 125 | 41.7 | 41.7 | 81.3 | |
| Disagree | 56 | 18.7 | 18.7 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
Promoting products through supporting visual aids help a consumer in the process of decision making (Diamond, 2013). When the respondents were inquired if the support their product choice received was from the visual illustrations embedded in the email, the participants of the research study answered in great level of agreement with the statement. This pin points the fact customers find it helping to get informed through the visual representation and depictions within the email regarding the product or service.
Question 15
| Social websites are effective in advertising and promoting the product. | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | StronglyAgree | 10 | 3.3 | 3.3 | 3.3 |
| Agree | 109 | 36.3 | 36.3 | 39.7 | |
| Neutral | 126 | 42.0 | 42.0 | 81.7 | |
| Disagree | 55 | 18.3 | 18.3 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
According to the researcher the Cugelman(2010) reaching to the customers through social media websites and forums have made it much easier for the marketers to reach to their customers. The target respondents of the research were asked to give their opinion on the statement that social websites are effective in promoting the product. 39.66% of the respondents proposed their favorable opinion about the aforementioned statement and signified the fact that with the increaes in the usage of and time soent on the social media websites it has helped the marketers to reach to the target audience more conveniently.
Question 16
| Social network supports in the promotion of the product. | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | StronglyAgree | 11 | 3.7 | 3.7 | 3.7 |
| Agree | 67 | 22.3 | 22.3 | 26.0 | |
| Neutral | 167 | 55.7 | 55.7 | 81.7 | |
| Disagree | 55 | 18.3 | 18.3 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
When the respondents were asked to state their level of agreement or disagreement with the statement that social media networks support marketers in the process of promotion of their products, majority of the respondents of the research highlighted the notion that social networks and forums are the medium through which marketers not only get to promote their product but also acquire feedback directly from their customers. These findings have not been achieved for the first time, the researcher Stelzner, (2012) affirmed the point that in order to gain market intelligence marketers have increased the utilization of social media networks.
Question 17
| Social websites are more attractive as compared to T.V commercials promoting the products. | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | StronglyAgree | 2 | .7 | .7 | .7 |
| Agree | 67 | 22.3 | 22.3 | 23.0 | |
| Neutral | 174 | 58.0 | 58.0 | 81.0 | |
| Disagree | 57 | 19.0 | 19.0 | 100.0 | |
| Total | 300 | 100.0 | 100.0 | ||
When the respondents were asked to make a comparison between TV ad and social media promotion for the effectiveness in terms of being attractive, the respondents took side of the social media and indicated it to be more attractive than TV commercials. This response leads to the conclusion that in recent times the target respondents of almost all the consumer brands spend more time on social media than TV since social media can easily be accessed from anywhere unlike TV. This fact has also been reinforced by the author Antonini (2013) who mentioned in his research study that consumers have switched their patterns of spending time.
2.4 Regression analysis
The model summary represents a R square value of 0.023 for the relationship between email technique and consumer preference. The score indicated that there exists a relationship between the two elements.
The coefficient table for the variable of email technique showed the significant value of 0.008 which points towards the acceptance of the alternate hypothesis.
The R square value for the variable of visual illustration that was 0.928 showed a very high strength of the relationship that it has with the consumer preference.
The alternate hypothesis for the visual illustration had also been accepted as depicted by the significant value of 0.000.
Means for sharing also had a relationship with the variable of consumer preferences as represented by the model summary table.
The alternate hypothesis for the variable of means for social sharing also got accepted as mentioned by the significant value of the table.
2.5 Hypothesis assessment
| S/No. | Hypothesis | Significance Value | Status |
| 1 | The email technique has a significant impact on shifting the customers’ brand perception | 0.000 | Accepted |
| 2 | The visual illustration of the text message sustains a significant impact is shifting the customers’ brand perception | 0.000 | Accepted |
| 3 | The means for the social sharing as well influence the customers’ brand perception. | 0.000 | Accepted |
2.6 Chapter Summary
The chapter gets ended with the completion of the analysis. This chapter had incorporated the data analysis of the data collected from the respondents. In the analysis the raw data collected is interpreted in order to give meaning to the findings. This dissertation was about the efficacy of the online marketing strategies of different consumer brands. For this purpose Nike was taken as the brand to be evaluated and its consumers were taken as respondents of the study to gather insights about how a brand implements its online marketing strategies and what impact does it have on the consumers of that brand for changing their perception.
3 Chapter 5: Discussion
3.1 Introduction
This is the fifth section of this research. This section would elaborate upon the findings if the research study that were present in the former chapter. This chapter basically serves the aim to enhance the understanding of the researcher in order to interpret the results appropriately. The chapter provides a discussion of the summarized findings of the dissertation as suggested by the name. The establishment of views on the outcomes of the data collection is taken in this chapter in such a way that the interpretations answer the objectives set prior conducting this research study. This research is designed for the purpose of studying the impact of strategies used for E-marketing in order to shift the brand perception of customers. The study was specified to the case of Nike so that more specific results could be studied.
3.2 Discussion
The purpose of conducting this research is to investigate the impact of the strategies used to market and promote brands online. For this purpose the researcher gathered 300 respondents in total. Out of these 300 respondents 200 were the customers of the brand Nike and 100 of them were the marketing managers of the brands. The respondents mostly belonged to the age group commonly known as youngsters, who had an educational background up to the secondary level and were employed having an experience of around five years.
When the respondents were inquired about their preference for the brand Nike due to the timely information and notification regarding the latest products, approximately 78% of the customers agreed that they do consume Nike products as they are easily notified. This response indicates towards the notion that consumers prefer brands that keep them aware of the latest updates. As Kivetz and Simonson (2002) explained that consumer preference towards the brands depends upon the announcement or the notification that has been delivered by the company to the consumers. Either by using advanced technology like internet or by the traditional modes which might be via magazine. The usage of internet has brought revolution in the industry that consists of competitors competing with one another in order to gain customers.
This revolution enabled many companies to serve their customers by sending mails and by designing a website that would result in convenient shopping (Koubaa, 2007). When the consumers were asked about their brand preference of shopping through internet the results signified that 40% of the customers agreed to this fact that they do prefer shopping via internet and rest hold moderate views that makes up around 60% of the respondents. This outcome pin points that very insignificant amount of people are not in favor if the online shopping. Moving forward the researchers also indicated that they appreciate the efforts of the brand Nike for keeping them informed through various electronic methods such as e mail, website and texting.
Consumers indicated that the strategies adopted by the brand to promote its products, creating awareness and spreading information about the latest changes being made in the product offering. As per the analysis of Nysveen, Methlie and Pedersen (2002) many of the companies prefer text messages and mails to convey the offers or information about the new products to their targeted customers. These findings signified the achievement of the first objective that intended towards conceptual framework of tools implemented for marketing online. To extract from the respondents if the email technique help the companies to build a positive image about their products in the eyes of consumers the respondents were presented with the statement that they mostly get information through mails about products of Nike.
The responses indicated that majority of the employees were having moderate view regarding this fact that constitutes about 53% of the total respondents while 17% of the customers were disagreed with that they do not get most of the information through mails but the agreement side was heavier than disagreement side which includes 29% of the respondents. As explained by the researcher Veliyath and Fitzgerald, (2000) the use of emails is an efficient way of delivering the product information towards the consumers and also a receptive way of catering customers. In addition to this, it needs to be realized that as per the proposition of Carr, (2010) models that are used in conveying the information to the customers must be faster so that companies can coordinate and communicate their product related issues. To which the respondents stated more than half of them were in favor that emails get far quicker attention than the commercials whereas 18% of the respondents were disagreed that emails do not get quicker attention than advertisements.
It has been evidenced through several studies that humans are visual learners. Visual aids help them reinforce their memories. The firms can take advantage of this fact and can attract customers by sending emails (Lee and Lin, 2005). When the respondents were questioned about the impact of visual aids on their purchase decision. Results indicated that around 53% of the respondents agreed to the statement that email with visual graphics supports in understanding the products. The aforementioned interpretation of the data gathered points towards the accomplishment of both second and third objective of evaluating the impact of e marketing on boosting a brands image. Furthermore the respondents were asked if the detailing of material provided through the online promotional tools matters to them or not, to which most of the respondents answered on agreement. This highlights the notion that brands should put into sufficient amount of detail related to a product when going online, as it aids the customers to make better purchase decisions and not only this it also increases the trust of customers in the brand. According to Kaufman (2006) the elaboration related to a product is one of the most important things the customers look for when they make their purchase decisions.
When the respondents were inquired about the effectiveness of the social websites for promoting the products, the respondents showed high degree of agreement with the fact that these website are highly effectual when it comes to promote the products. As per the author Wahlster (2007), digital marketing is now the latest way to market the products and reach to the customers. This is the only way a brand can interact with its audience directly as consumers provide their honest feedback about their product related experience on these forums. In order to dig deeper the respondents were asked to compare the effectiveness of TV ads with the social media marketing. 80% of the participants of the research pointed towards the effectiveness of social media to be more impressive than TV. Since social websites are easy to access anywhere people are more prone to the usage of social websites and hence are able to capture more attention of the customers than any other medium (Kroner et al., 2009). This affirms the previous statement as well that today people spend more time on social media websites than on TV.
3.3 Chapter Summary
The chapter five of this research study comes to an end with the end of the discussion. The analysis conducted in the previous chapter has been discussed in the following chapter, objective by objective so that the researcher can form a conclusion point and propose recommendation in the basis of the conclusion. The research was aimed at investigating the impact of online marketing strategies on the brand perception of consumers. The dissertation had been associated with the e marketing strategies used by Nike and its impact on its consumers. The discussion concluded that there is a high impact of online marketing strategies on the consumers provided it is done according to the interests and inclinations of the consumers.
4 Chapter 6: Conclusion
4.1 Introduction
The beginning of the sixth chapter of the dissertation that is the conclusion signifies that the research study is now at the point of making a final conclusion on the basis of the entire analysis of collected data. The conclusion of the study is justified by discussing the summarized findings of the research which provides sufficient evidence on which the mentioned ending note has been made. This research study aimed at identifying the significance of the e marketing strategies in transforming the brand perception of the consumers. The study was based on the case of Nike and its consumers, therefore the target respondents of the study included the consumers of the brand Nike. In addition to this the marketing managers of Nike were also participants if the research since their views were important for evaluating the online marketing strategies used by a brand and its impact realized at the company’s end.
4.2 Findings of the Study
The research was based on the objective of identifying the effectiveness of e marketing strategies in terms of shifting consumer brand preferences. The research undertook the case of Nike for evaluating the online marketing strategies of a brand and also its consumers who served as the respondents of this study. The increased usage of internet has brought revolution in the industry that comprises of competitors battling with one another to capture customers. Many companies took opportunity of this trend to serve their customers by sending mails and by designing a website that would result in convenient shopping (Koubaa, 2007). According to the author Kivetz and Simonson (2002) consumer preference towards the brands depends upon the awareness created through by the company for the consumers. Considering the mentioned statement by the author, the respondents were asked about their preference for the brand Nike due to the timely information and notification regarding the latest products, to which just about 78% of the customers agreed that they do consume Nike products as they are easily notified. This response indicates towards the notion that consumers prefer brands that keep them aware of the latest information.
According to the researchers Nysveen, Methlie and Pedersen (2002) most of the companies prefer informing their customers about the new products through text messages and mails. This helps them to reach more customers in a lesser time. Taking this forward the respondents were presented with the statement that they mostly get information through mails about products of Nike, the responses indicates that majority of the employees were having moderate view regarding this fact that constitutes about 53% of the total respondents. Moving ahead, the respondents were questioned about the impact of visual aids on their purchase decision. Responses indicated that around more than half of the respondents agreed to the statement that email with visual graphics supports in choosing the products more appropriately. Visual aids help them reinforce their memories. The firms can take advantage of this fact and can attract customers by sending emails (Lee and Lin, 2005).
The respondents were inquired about the extent to which social media networks support process of promotion of their products to which majority of the participants of the research highlighted the notion that social networks and forums are the medium through which marketers not only get to promote their product but also acquire feedback directly from their customers. This was backed up by the researcher Stelzner, (2012) who affirmed the point that in order to gain market intelligence marketers have increased the utilization of social media networks to promote their products in a better way.
Comparing the impact of social media and TV commercial for promoting the products of a brand respondents were asked to pin point as to which medium has done the job efficiently. The respondents took side of the social media and indicated it to be more attractive than TV commercials. In line with this the respondents stated campaigns on social media which include innovative competitions and gaming applications are much more interesting for a customer than a conventional ad on TV.According to the researcher Antonini (2013) who mentioned in his research study that consumers have switched their patterns of spending time. This indicates that the leisure time once spent on TV is now dedicated to the social forums that can expediently be accessed anytime anywhere.
4.3 Area of Future Studies
Findings of every research that takes place leave some questions and arguments that need further research in order to attain answers for those queries. The areas of future studies that have arrived from this dissertation include the opportunity for the students who could take the findings of this research study as the initial point and continue further research over the aspect of the content to be floated on the internet for targeting the right respondents. In addition to this the similar research study could be replicated on a different industry of goods or country. The research analyst could also investigate upon the factors that have led to the shift in consumer preferences from conventional mediums. The researcher analysts could also study the future trends in the online marketing along with the techniques of using social media effectively.
4.4 Recommendations
The analysis of the data gathered from the target respondents of the research study, enabled the researcher to derive a conclusion which was such that there is a great scope of online marketing for specifically the consumer brands. The marketers hence need to grab the opportunity and amend the marketing strategies accordingly. Following are some more suggestions that have been provided based on this conclusion:
- Since the research findings suggested that there is an impressive affect of the online marketing on the consumers, the brand Nike should improve its online branding strategies.
- Brands should implement innovative tools and techniques for creating awareness of their products and keeping the customers informed, as it was evident in the findings that customers appreciate the brands that keep them updated on the latest arrivals.
- Considering the increased time spent on the internet by the consumers of the brands, marketers should put in effort to create interesting brand website that customers feel like visiting over and over.
- Nike and similar consumer brands can launch web applications for its consumers which could inform the consumers about the latest fashion trends
- Consumer brands should work on increasing their activities for consumers on the social forums where there would get their required audience gathered at a place.
- As it can be observed from the research findings that email marketing is the new trend to market specifically to target customers, marketers should utilize illustrative representation of information regarding brands in email marketing technique
4.5 Limitations of the research
Conducting a research study is not a piece of cake, it requires huge amount of effort which further bring along hindrances and obstacle sin the way of the researcher. Like every research study this research also had to face certain limitations. Since the research was conducted on the online marketing strategies of Nike, it was difficult to gather target respondents that have been notified through online sources about the products of the brand. Next, contacting the marketing managers of Nike was highly cumbersome. The respondents of the research had trust issues and felt uncomfortable in sharing their personal information including pattern of their web surfing. In addition this, the studyalso had time constraints which limited the research to include further aspects of the e marketing. Despite of these impediments the researcher managed to extract meaningful insights.
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Questionnaire
The questionnaire has been designed to know the opinion of the customers about the e-marketing strategies. It will be utilize for the academic purposes. The topic of the research is to analyze the impact of the strategies of e-marketing strategies in shifting the brand perception of the customers: A case of Nike. Your kind support is crucial for the successful completion of this research project. Your responses will be anonymous; data will be combined and analyzed as a whole. Please attempt to answer all the questions and tick one appropriate box that best suits your perspective for each statement. Thank you very much for your time and assistance
Respondents: Consumers of Nike
Part 1: Demographic analysis
Please tick the one which represents you (kindly put one tick for every question only),
Gender:
- Female
- Male
Age:
- Age 20 and below
- Age 21 to 30
- Age 31 to 40
- Age 41 to 50
- Age 51 and above
Education:
- None
- Primary level
- Secondary Level
- Tertiary level
Work Experience:
- None
- 5-10 years
- 10-15 years
- 15-20 years
Consumer Preferences
| Strongly Agree | Agree | Neutral | Disagree | Strongly Disagree | |
| I consume the products of Nike because it is easy to get notified about the products. | |||||
| I prefer shopping through internet. | |||||
| I like getting notifications about the new products of Nike through mails | |||||
| I get information about the products of Nike through internet | |||||
| I think the mailing and texting strategies about the product are effective |
Email technique
| Strongly Agree | Agree | Neutral | Disagree | Strongly Disagree | |
| I mostly get information through emails about products of Nike | |||||
| It is good to have emails about products of Nike | |||||
| The emails merely get my attention far quicker than commercials |
Visual illustration of text message
| Strongly Agree | Agree | Neutral | Disagree | Strongly Disagree | |
| Email with visual graphics support in understanding the product | |||||
| Visual illustration support in choosing the product | |||||
| Visual illustration in the email attracts the attention due to detailed and personalized information it holds |
Means for social sharing
| Strongly Agree | Agree | Neutral | Disagree | Strongly Disagree | |
| Social websites are effective in advertising and promoting the product. | |||||
| Social network supports in the promotion of the product. | |||||
| Social websites are more attractive as compared to T.V commercials promoting the products. |
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