Consumer attitude, perception and behavior towards Integrated Digital and Traditional Marketing Media
Year: 2019
Type: dissertation
Study design: Observational Study
Abstract: Digital media have been rapidly evolving in the past years which led to a significant change in a marketing strategy formation. There is a distinct need to efficiently combine traditional and digital media for product advertising and brand management to maximize the outcomes. However, due to the novelty of the phenomenon, integrated approach has not yet been thoroughly studied and implemented. \nThis study explored relationship between integrated marketing media and consumers through analyzing consumer perception, attitude and behavior towards those media. The main objective was to analyze consumers’ opinions on digital, traditional and integrated marketing media. \nThe research approach was quantitative, and the primary data was gathered through a self-administered questionnaire carried out in April 2019. The questionnaire was published online. Overall, 170 responses were gathered and processed. \nSurvey responses indicated a general consumer preference of digital marketing media over both traditional and integrated media as the former are viewed as more informative, useful, modern and allowing two-way communication. Many respondents acknowledged integrated marketing media strategy as the most efficient approach due to wider population coverage, brand image formation and diverse channels. Traditional marketing media were the least favorable in terms of innovation, informativeness and perspective. \nThe research can be applied by most businesses’ marketing management and strategy development. For further research, more specific age groups and nationalities can be studied to obtain more specific information on marketing media perception.
Source: Theseus (Ammattikorkeakoulujen)
Author: Anna Kuznechikova
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W3033604120