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Exploring the role of online marketing in sports

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Reference no: EM131132298 , Length: 21715 Words

Abstract

The subsequent research is based on the impact of digital marketing in the sports industry. The researcher highlighted the new methods that have evolved due to the rise of technology and its usage in the corporate sector. Resources like company websites, online ads, social media and other technological advancement have taken over the traditional marketing procedure. The analyst also illustrated the theories of marketing and how is digital branding evolving a new concept for marketing. The analyst has also focused on linking the theories of marketing with e-commerce. The researcher has used positivism philosophy, deductive approach and descriptive nature for conducting the study. The analysis type is quantitative. The researcher has come to the conclusion that product attributes and features are not able to generate enough excitement or customer engagement. Digital branding is improving but this process will have to do more for taking over the benefits provided by traditional process of marketing.      

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"DIGITAL BRANDING: EXPLORING THE ROLE OF ONLINE MARKETING IN SPORTS"
Table of Contents
  • Abstract 1
  • Acknowledgement 2
  • It gives me great pleasure in submitting this dissertation that is,Digital branding: exploring the role of online marketing in sports. From the beginning of the project to the submission, the entire process has given me a good learning experience. Different people have contributed at different phases of the journey and helped it to be in its present shape. 2
  • List of Figures 7
  • List of Tables 8
  • Chapter 1 9
  • 1.0 Introduction: 9
  • 1.1 Research objectives 10
  • 1.2 Research questions 10
  • 1.4 Problem statement: 11
  • 1.5 Purpose of the study: 12
  • 1.6 Significance of the study: 12
  • 1.7 Rationale of the study: 13
  • 1.8 Background of the Study: 13
  • 1.9 Structure of the dissertation: 15
  • 1.10 Ethical Considerations: 16
  • 1.11 Conclusion: 16
  • CHAPTER-2 17
  • Literature Review 17
  • 2.1 Introduction: 17
  • 2.2 Necessity of online marketing 17
  • Consumer behaviour and online sports marketing 18
  • Fig no 1: Consumers’ Evaluation of Alternatives in sports 20
  • 2.3 Significance of digital branding: 21
  • 2.4 Role of Online Marketing in business: 22
  • 2.5 Online marketing in Sports Industry: 25
  • 2.6 Estimates for online retail share of total retail sales in UK and US: 28
  • 2.7 Benefits of online Marketing vs. Traditional marketing: 28
  • 2.8 Electronic Business and Electronic commerce 30
  • 2.9 Principles of success in electronic commerce 31
  • 2.10 Porter’s Five Forces Model as applicable to Electronic commerce 31
  • 2.11Characteristics of Internet based e commerce 32
  • 2.12 Digital Marketing in the Sports Industry 34
  • 2.13 Conclusion: 36
  • 3.0 Introduction 37
  • 3.1 Methods outline 37
  • 3.2 Research Onion 38
  • 3.3 Research Philosophy 39
  • 3.3.1 Justification for using Positivism” 40
  • 3.4 Research Approach: Inductive and Deductive 42
  • 3.4.1 Justification for using Deductive Approach 42
  • 3.5 Research Design 44
  • 3.5.1 Justification for using Descriptive Design 44
  • 3.6 Data Collection Methods 45
  • 3.7 Sampling Choice 45
  • 3.8 Sample Type 45
  • 3.9 Sample Size 46
  • 3.9.1 Pilot study 46
  • 3.9.2 Validity and reliability of the data –Justification of choice of scale 46
  • 3.10 Research Ethics 46
  • 3.11 Analysis 47
  • 3.12 Conclusion 47
  • Chapter-4 48
  • Analysis & Findings 48
  • 4.0 Introduction 48
  • 4.1Quantitative assessment- Graphical analysis 48
  • 4.1.1 Answer of (Q.1)-Part-a 48
  • Table no-1 48
  • Fig No-5 Age of the Respondent 49
  • Fig no-5a Normal distribution of the Age of the respondent 50
  • Table no-2 50
  • Fig no-6 Gender of the Respondent 51
  • Fig no-6a Normal distribution plot of the gender of the Respondent 51
  • 4.1.3 Answer of (Q.3)-Part-a 52
  • Table no-3 52
  • Fig no-7 Household income of the Respondent 52
  • Fig no-7a (Normal Distribution curve of the respondent) 53
  • 4.1.4 Answer of (Q.4)-Part-a 54
  • Table no-4 54
  • Fig no-8 Educational Qualification of the Respondent 54
  • Fig no-8a (Normal Distribution curve of the respondent.pdf) 55
  • Fig no-9 combined gun plot of the demographic variables sample wise 56
  • 4.1.5 Answer of (Q.5)-Part-a 56
  • Table no-5 56
  • Fig no-10 marital status of the respondent 57
  • 4.1.6 Answer of (Q.6)-Part-b 57
  • Table no-6 57
  • Fig no-11Respondent view about JD sports product 58
  • Table no-6a 59
  • Table no-7 60
  • Fig no-12Response about the Brand elements of JD Sports product 62
  • Fig no-13 Residual of the brand loyalty 62
  • Fig no-14 Forecast Trend of brand loyalty from respondent about JD Sports product at 95% CI level 63
  • Table no-8 65
  • Fig no-14 Response about the difficulty level of message to understand from internet 66
  • Fig no-14 Model of customer access to information 66
  • Fig no-15 Box plot -Response about the level of easiness’ while collecting information from net 68
  • 4.1.9 Answer of (Q.9)-Part-b 68
  • Table no-9 68
  • Fig no-16 Manager’s Response about the message forwarded by JD sports over internet 69
  • 4.1.10 Answer of (Q.10)-Part-C 71
  • Table no-10 71
  • Fig no-17 Factors for web based brand loyalty 72
  • 4.1.11 Answer of (Q.11)-Part-C 72
  • Table no-11 72
  • Fig no-18 Response about the web based killer 73
  • 4.2 Summary: 74
  • Chapter-5 75
  • Discussion 75
  • 5.0 Introduction 75
  • 5.1 Linking with the objective/RQS 75
  • 5.2 Validation of hypothesis 78
  • 5.3 Recommendation 79
  • Fig no-19Recommended model for developing brand loyalty among online customer 82
  • 5.4 Future implication of the research 82
  • 5.5 Limitation 83
  • REFERENCES: 84
  • Appendix -1 93
Pages: 98
Words: 22,000
References: minimum 20
Include appendix and questionaries...

Reference no: EM131132298

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