Thesis supervisor: Szabolcs Nagy
Location of studies (in Hungarian): Miskolci Egyetem Abbreviation of location of studies: ME
Description of the research topic:
Digital marketing is the most important area of the latest marketing approach. Marketing 4.0 represents a paradigm shift in marketing because, building on and beyond the current value-driven approach, it focuses on connectivity which is why it is also called a “connected” marketing approach. Instead of the traditional vertical, exclusionary, and individual characteristics, the impact of interconnection can be described by keywords such as horizontal, inclusive, and social, due to the degradation of geographic, demographic barriers, interconnected, directly communicating people, and collaborative innovative firms. In the age of Marketing 4.0, customers are becoming more horizontal, - customers are more cautious about brand marketing communications, more and more focused on f-factors (friends, families, fans, and followers) - the customer's purchasing process is more and more social, - ratings and reviews are sought online and offline. Digital marketing has a significant impact on society, digital society has now developed and digital consumption has become widespread. The main goal is to study the peculiarities of digital culture and society, especially digital/online consumption and e-commerce.
The most important research questions are how digital marketing, ie connected marketing, transforms the current focus points of marketing, how it facilitates and ignite the digital paradigm shift in marketing, and what changes it induces in marketing strategy and its operational implementation.
Key research questions and focuses:
Marketing strategy
- Examination of the radically renewed marketing mix of Marketing 4.0 - 4C (co-creation, currency, communal activation, conversation)
- Involving the consumer in value creation (Co-creation and UGC (user-generated content))
Digital consumer behavior
- Examining the impact of consumer groups on community decisions (Customer Community Confirmation)
- The stages of the purchasing process, the purchasing funnel, and the impact of the digital environment and tools on them
- Comparative analysis of customer behavior in digital and traditional environments
- Customer confidence and risk perception in a digital environment
- Collaborative Consumer Care
Analysis of social media and e-WOM (word of mouth) and its motivations
Electronic commerce (e-commerce)
- Characteristics, development, perception, success factors, and impact on traditional business models
Measuring the effectiveness of digital marketing
- Digital marketing controlling
Examining the role of artificial intelligence in (digital) marketing.
Deadline for application: 2021-09-09
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).
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