Abstract
Motivation: The article fills a crucial gap in the literature in the realm of investigating and understanding customer behaviour in the digital environment. Research in the field of ever-shifting digital marketing communication is fundamental.
 Aim: The key purpose of the research paper is to investigate the relationship between the frequency of seeing marketing messages by respondents and their market behaviour.
 Materials and methods: Various approaches to online marketing communication and descriptions of consumer behaviour were analysed in the theoretical framework of the article. The goal mentioned above was achieved through the survey conducted in 2020 on the sample of 461 respondents who had access to the Internet. Data were collected using a Google Form, and then the empirical data were analysed using Spearman?s correlation coefficient in Microsoft Excel application. The research involved observing the online marketing communication carried out by the surveyed entities in addition to mentioned methods.
 Results: The findings prove that the frequency of seeing marketing content by respondents has an impact on the Spontaneous Brand Awareness Rate, the Aided Brand Awareness Rate, the frequency of store website visits, the propensity to repurchase, and online store reviews. There is a strong relationship between the quantity and the variety of online marketing messages broadcasted by an online store and the engagement of customers in the digital activity of the online store. The research will help entrepreneurs develop future online marketing communication strategies and indicate the development of online communication toolkits. The research paper confirms the importance of maintaining a relationship with customers who shop online.
Highlights
Nowadays, many enterprises operate on the Internet
The paper aims to investigate the relationship between the frequency of seeing marketing messages by respondents and their market behaviour
Respondents answered questions concerning mentioned facets via an online survey shared by the author on social media
Summary
Many enterprises operate on the Internet. Considering the situation the entire world finds itself since 2020, it can be argued that the coronavirus pandemic has forced changes in businesses. Even successful companies with a significant market position have encountered different problems resulting from the global crisis. The communication that uses digital solutions becomes an essential process. As a result of the Author’s bachelor’s thesis, it turned out that the most significant part of the respondents follows online store profiles on Facebook. As most people follow online store profiles and the e-commerce market is increasing, it is vital to assess how entrepreneurs can influence customer behaviour, making it beneficial for their companies It turns out that Europeans spend more on shoes than the rest of the world. It is Poland that is recognized as one of the largest footwear manufacturers in the European Union (Żurek, 2020)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
