Digital media is highly used in current times by companies to influence the consumers. High use of digital media marketing can be costly for the company as there is a need to spend a high amount on promoting the company among the bulk of customers. The new customers access different channels before purchasing the products. Like any other business, in the hospitality industry, Hotel Park Hyatt Sydney faces marketing issues such as declining customer demands and switching customers towards another brand. Hotel Park Hyatt Sydney, Australia was developed in the year of 2012 (Yürük, Akyol, and ?im?ek, 2017).
Park Hyatt offers leisure guests, leisure guests, affluent individual business, and elegant and luxurious accommodations. Park Hyatt features meeting and special event spaces, well-appointed guestrooms, and special event spaces for smaller groups. Further, the company observed that each year, a number of customers were switching towards other company due to using a different digital channel before making a purchasing decision (Kim, Li, Han, and Kim, 2017). On further research, it was observed that the issue was not unique to Hotel Park Hyatt Sydney but it is an industry-wide dispute.
Research objectives
SECTION 2 business orientated literature review
This chapter is effective for researchers as well as readers to gain knowledge regarding digital media marketing on consumer buying behavior. It can be beneficial for influencing the high amount of customers with respect to products and services of Hotel Park Hyatt Sydney, Australia.
RO1: To understand the meaning and concept of consumers buying behavior and digital media marketing
As per the view of Bowie Buttle Brookes and Mariussen (2016), digital media is computer-related technologies that make competent to an investigator for sharing their personal information, perceptions, and opinions on any specific issue amid the bulk of consumers. It is also evaluated that digital media makes capable of an investigator for directly communicate with the customers and distributes their ideas in order to improve the knowledge about the products and services. There are certain kinds of digital media tools that are practiced by Hotel Park Hyatt Sydney, Australia such as social media, SEO, SEM, email marketing and Ad words.
On the other side, Casidy Wymer and O’Cass (2018) assessed that consumer buying behavior is the result of attitude, preferences, decision, and purposes that are developed by the consumers in the market before buying products and services of the company. It is assessed that there are certain factors that could be focused during the assessment of consumer buying behaviors such as psychology, sociology, and anthropology. There are some steps that are followed in the purchasing procedure such as detection of issues, addressing the data, evaluation of data, buying and post purchasing services.
In support of this, Kim Li Han and Kim (2017) stated that steps of making consumer buying decision aid a company to persuade consumer behavior in minimum expenses and time. It is also analyzed that there is some sort of services to influence consumer purchasing behavior such as favorable customer services, quick and prompt delivery and attractive sales offer. There are certain types of consumer buying behavior such as habitual, complex, variety seeking, dissonance reducing. In this way, it is determined that complex consumer buying behavior demonstrates the high consumer involvement with particular brands.
A critical review of relevant theories/models
Yürük Akyol and Sim?ek (2017) argued that there are some theories that help to analyze the impact of digital media marketing on consumer buying behavior. Social cognitive theory illustrated that consumer behavior is dynamics that could be influenced via mutual interaction with personal expression and traits. It is also evaluated that social environmental elements assess the purpose of customers with respect to purchasing products and services.
In support of this, Minazzi (2015) evaluated that another theory of consumer behavior defines that consumer purchasing decision has a positive effect on the existing choice of buying. In addition, consumer observes that digital media marketing can be practiced for encouraging the purchasing procedure of customers.
On the other side Patterson Sie Balderas-Cejudo and Rivera-Hernaez (2017), the Howard-Sheth Model is a recognized model of consumer purchasing behavior. This model is used to assess the aspect of stimulating the responses and examines the preferences of the consumer behavior overtime period. This model includes several elements like output variables, exogenous, input variable, constructs, and hypothetical variables.
Important factors that influence consumer behavior
As per the view of Cheng and Jin (2019), there are certain elements that may influence the behavior of consumers like psychological, behavioral, cultural and social factors. In addition, culture plays a significant role to analyze the behavior of consumers. In such manner, culture is critical belief to assess the behavior of an individual that involves the culture of human, their traditions and norms, societal attitude, the roles that society plays. Hence, needs of culture should be extensively analyzed as it is the key element that may impact the behavior of consumers.
On the other side, Osman Hassan Haris and Kassim (2017) evaluated that sub-culture is a set of the person who shares the same traditions, values, and customs. Furthermore, Hotel Park Hyatt Sydney, Australia should emphasize on the racial group, nation, and religions as well as group of customers who belong to the same fields. Therefore, it would be effective to favorably persuade the behavior of customers. It is also assessed that society can also be known as the social class. A corporation can emphasize on social class that can be targeted as usually buying a prototype of society is fairly similar with other consumers. It should also not only emphasize on the income of consumers but also emphasizes on the social consumer groups.
In the view of Chiang Manthiou Tang Shin and Morrison (2014), there are certain social factors that may influence the behavior of consumers. In the social factors, reference group has great potential for persuading the behavior of customers. Its impact could be distinguished from one brand and products to another. This group focuses on the opinion of the leader. In addition, the behavior of customers are not only affected by the motivations and personalities but also influenced by families with their team members who have two or more people, as well as also influenced the marriage and blood relationship.
On the other hand, Ullah Sepasgozar and Wang (2018) stated that people who belong to the different companies, groups, and families, as well as club members, play a significant role to keep status. These functions can impact the behavior of customers because they think to spend accordingly. In addition, the personal factor can influence the consumer buying behavior. It is assessed that there high amount of personal subfactors that may influence the buying decision of customers. In this manner, the age of consumers and their life cycle are two sub-factors of personal factor. As per the age and life cycle, consumer buying decision and intention of purchasing may change. Hence, this phase cannot affect the behavior of customers.
RO2: To suggest strategies for implementing digital media marketing in influencing consumer buying behavior: A case study of Hotel Park Hyatt Sydney, Australia”
Winzar Baumann and Chu (2018) argued that online businesses make competent to the corporation to take advantage of every opportunity to interact with consumers. The social networking websites permit the company to interact with a high amount of customers that helps to make sure that organizational data is shared with the targeted consumers. The practice of social media enables communication for expanding in both ways like developing liaison among business and customers. As a result, it may persuade the purchasing decision of customers.
In contrast to this, Evans (2015) stated that the use of social media websites offers large-scale chances to a company that would improve the transparency with consumers. These digital media websites permit the consumers for freely interact. From the consumer point of view, the freedom is defined that a person can demonstrate their ideas and opinion regarding products and hotels on the websites in which a high amount of consumers can read or see it.
In favor of this, Rahman and Areni (2014) evaluated that digital media plays a significant role in enlarging the data regarding products and services of the company. This information is not limited only to specific company data as there are different websites within the digital media connection that are engaged to gather the information regarding consumers. The improved accessibility has changed the common consumers into investigators.
As per the view of Guaracino and Salvato (2017), verbal marketing plays vital to attain the revenue of corporation. Consumers are usually believed in word of mouth marketing regarding the products and services. In this way, word of mouth marketing in digital media can go internationally with a single message sent through single consumers. Along with this, consumers can interact with different people at the click of a button by practicing the digital media and simply convey the message with respect to the company.
In opposed to this, McQueen (2018) evaluated that direct interaction with the consumers can enhance their loyalty towards the company by using an online channel. This may also lead to accomplishing the aim and objectives of the company. There are a high amount of consumers issues that could be resolved while the workforces have the competencies to understand in a professional way.
The previous investigation indicates that the corporation can determine the negative data by implementing the post of consumers, and different reviews that would have a direct impact on the state of mind among consumers. It is addressed that consumer attitude should be highly assessed by the company to meet the demand of consumers. There is favorable liaison amid purchasers and brands as the company needs to highly emphasize on customers.
According to Chon and Weber (2014), digital marketing has affected the utilization of purchasers and impacts on the objectives of online purchasing. In the existing times, internet and web-based companies can success via using digital media marketing. In such manner, the corporation should provide the added value to consumers as it offers the high extent of power in order to communicate with the potential consumers. With respect to online networking, it is evaluated that companies can directly link with the end users. It is assessed that digital marketing has favorable effects on the activities and recognition of consumers as well as obtaining the critical points in order to create a distinctive business.
RO3: To suggest strategies for implementing digital media marketing in influencing consumer buying behavior: A case study of Hotel Park Hyatt Sydney, Australia”
As per the view of Smith and Puczkó (2014), the company should provide authentic facts and figures regarding brand to the prospective customers because of allocating the comprehensible data regarding their products and services. Apart from this, the company should improve their awareness of brand between the bulks of customers by using the demonstrating message in front of consumers. The message should be unique and distinctive as compared to competitors because of making favorable goodwill in the marketplace and obtain maximum profitability. Thus, this strategy could be effective to influence the buying decision of consumers.
On the other hand, Hoffmann and Lecamp (2015) discussed that the company should remember that a message can take a minimum time period and pull the attention of the bulk of consumers. It can also directly impact on the buying behavior of customers. In addition, it is demonstrated that addressing the email through the first name and appealing the features that can emotionally link the consumer with the brand. Consequently, the company could be competent for persuading the buying decision of customers.
Apart from this, Goodman (2015) stated that the company should focus on developing loyalty among customers regarding the brand that can aid to improve the sale of the brand with minimum efforts and expenses. The company should also make a link with their consumers through campaign and email. It could be beneficial for pulling the attention of customers. Thus, a company can use different techniques related to digital media marketing in order to make good liaison with their consumers.
Revised Research Objective
This research is emphasized on evaluating the Impact of digital media marketing on consumer buying behavior: A case study of Hotel Park Hyatt Sydney, Australia. There are creation research objectives that will be accomplished by the investigator to reach at the aim that is discussed as below:
Research Approach
A research approach is a crucial tool for collecting information with respect to the current matter. There are certain tools and that could be involved in the research approach named explanatory, exploratory, and descriptive research approach. For conducting this research, the descriptive research design will be practiced by the researcher as it facilitates to determine the relationship among between two factors digital media marketing practices and consumer buying behavior. Moreover, the exploratory and explanatory research method will facilitate to get only statistical information in the context of the current issue (Almuhrzi, Alriyami, and Scott, 2017). But at the same time, it is evaluated that these methods will not be suitable for this research as research is subjective in nature.
Research Design and methodologies
The research design will be used by an investigator to meet their aim and objectives and collect feasible information. This method aids me to select a suitable tool and collect the information in the context of the current matter (Spradley, 2003). These methods are mixed research design, qualitative research design, and quantitative research design. Moreover, it is evaluated that the mixed research design could be imperative for collecting conceptual and theoretical information about research issue (Kotler, and Kotler, 2014).
Further, the qualitative method is effective for getting non-numerical data with respect to specified research while quantitative method assists to get numerical data of research matter. Thus, it is evaluated that the mixed research design could be more appropriate than the other two methods hence researcher will use the mixed research design to conduct their study. Through this method, the researcher will get the factual data from research candidates and theoretical data from the existing sources (Diamandis, and Kotler, 2015). Therefore, it can be examined that the mixed research design could lead to getting advantages of both methods.
Research techniques
The research strategies could be vital for getting data and research at the reliable outcome. In the research, many strategies could be considered by the investigator to collect the opinion and views of the research candidates such as interview method, content analysis method, observation, and focus group (Lincoln, and Guba, 1985). For performing this strategy, survey and content evaluation will be used by research candidates to attain their aim and objectives (Nixon, 2018). These tools and techniques would lead the investigator to methodologically conduct their study and meet aim and objectives.
From the use of interview tool, the research scholar will be able to get opinion and views of research candidates towards the research matter. This method will also be imperative to obtain depth information about research issues (Lambert, 2015). In addition, it is examined that the content analysis method will also be practiced by the researcher to get conceptual data about the impact of digital media marketing on consumer buying behavior.
The Population(S) and the Sampling Design to be used
Sampling method could also be effective for selecting a suitable sample size and reach at the valid conclusion. There are two kinds of sampling method that could be considered in the study name probability and non-provability sampling method. For conducting this study, the researcher will use a probability sampling method with random sampling method that assists research scholar to select a suitable sample size to conduct the data and get a favorable result (Glaser, and Strauss, 1967).
Moreover, it is evaluated that non-probability sampling tool will not be used by the investigator as it enables chose sample on behalf of age, gender, sex, education, and experience. Sometimes, it creates biases in the research (Kim, Li, Han, and Kim, 2017). Hence, this investigator will not be practiced by the researcher to conduct their study. In this research, the population will be all customers who buy services of Hotel Park Hyatt Sydney, Australia and sample would be 100 consumers of Hotel Park Hyatt Sydney, Australia.
For performing this study, the investigator will select 100 consumers of Hotel Park Hyatt Sydney, Australia and comprehend their opinion towards the practices of digital media marketing and their changing behavior. It will also be imperative to get a favorable outcome.
Data Collection Method
For conducting this research study, the primary and secondary data collection method will be practiced by the investigator to reach the valid conclusion. From the use of both data collection method, the researcher will be able to address the gaps among standard and real information. In addition, it is examined primary data collection tool was imperative for getting fresh information with respect to the current issue (Patterson, Sie, Balderas-Cejudo, and Rivera-Hernaez, 2017). Moreover, the secondary data collection tool will be practiced for getting conceptual information of about research issue.
Implication plan
The investigator will use different tools and techniques for evaluating the collected data in the context of current issues such as statistical analysis, conversational analysis, and thematic/content analysis. These techniques will be imperative for evaluating the collected information and reach a reliable conclusion (Sekaran and Bougie, 2013). In this, the researcher will imply Ms-Excel and SPSS software to present their gathered information by the chart, graphs, and tables. It will increase the validity and reliability of the research result (Cheng, and Jin, 2019).
Research timeline will also effective for the investigator to examine the time period for the accomplishment of any desired goal. The following table demonstrates each activity of the research:
With respect to the above table, it is evaluated that there are many activities that will be accomplished by the researcher to conduct their research named research concern development, identify the specified aim and objectives of research, literature review, data collection method, selection of data analysis method, final draft, and report submission.
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