Thesis supervisor: Szabolcs Nagy
Location of studies (in Hungarian): ME Abbreviation of location of studies: ME
Description of the research topic:
Digital marketing is the key area of Kotler’s Marketing 4.0, the latest approach to marketing. Marketing 4.0 represents a paradigm shift in marketing science as the dominant value-driven approach is further developed and beyond, focussing on connectivity, and is therefore called a "Linked" or “Connectivity” Marketing Approach.
The impact of interconnection can be described by keywords such as horizontal, inclusive, and social instead of vertical, exclusive, and individual due to the disappearance of geographic, demographic barriers, interconnected, directly communicating people, and co-innovating companies.
In the era of Marketing 4.0, customers are increasingly behaving horizontally - customers are becoming increasingly cautious about marketing communication of brands, increasingly focusing on f-factors (friends, families, fans, and followers) – and the buying process is increasingly becoming social with reviews online and offline.
Digital marketing has a significant impact on society. Digital society has now emerged, and digital consumption has become more common. The main goal is to examine the features of digital culture and society, especially the digital / online consumption and trade, through the focus of marketing.
The most important research topic is that how Digital Marketing, ie “Connectivity” Marketing, transforms marketing focus, how it promotes the paradigm shift in marketing, and what changes induce it in marketing strategy and its implementation.
The most important research questions and focuses:
Marketing-Strategic Issues
- Examining the radically renewed marketing mix of Marketing 4.0 - 4C (co-creation, currency, communal activation, conversation)
- Customer involvement in value creation (Co-creation and user generated content (UGC))
Digital consumer behavior
- Analysis of the effects of Consumer Community Confirmation of on customer choices
- Investigating the impact of digital environment on the stages of buying process and the buying funnel
- Comparative analysis of customer behaviour in digital and traditional environments
- Customer confidence and risk detection in a digital environment
- Collaborative Consumer
Analysing the motivations of community media and e-WOM (word of mouth)
Electronic commerce (e-commerce)
- Analysis of characteristics, evolution, success factors and its impact on traditional business models
Measuring the effectiveness of digital marketing
- Digital marketing controlling
Deadline for application: 2019-10-10
2024. IV. 17. ODT ülés Az ODT következő ülésére 2024. június 14-én, pénteken 10.00 órakor kerül sor a Semmelweis Egyetem Szenátusi termében (Bp. Üllői út 26. I. emelet).
Login
