The relationship of marketing communication and customer behaviour in the online store industry

• Authors: Katarzyna Grąbczewska

Abstracts

EN

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.

Keywords

EN

online store; marketing communication; customer behaviour; digital marketing; brand awareness

• Journal: Catallaxy
• Year: 2021
• Volume: 6
• Issue: 1
• Pages: 19-27

Dates

published

2021

Contributors

author

Katarzyna Grąbczewska

• Nicolaus Copernicus University in Toruń

• https://orcid.org/0000000206101318

References

• Abdul Ghani, W.S., Azman, N.A.A., Mohd Rashid, N., & Abdul Halim, A.H. (2020). The relationship of brand marketing communication and brand authenticity. Journal of International Business, Economics and Entrepreneurship, 5(1), 43?49.
• Aspena24.pl fan page. (2021). Retrieved 02.02.2021 from https://www.facebook.com/aspena24.
• Aspena24.pl website. (2021). Retrieved 02.02.2021 from https://aspena24.pl.
• Buu.pl fan page. (2021). Retrieved 02.02.2021 from https://www.facebook.com/BUUpl.
• Buu.pl website. (2021). Retrieved 02.02.2021 from http://buu.pl.
• Ceneo.pl. (2021). Opinions about Sellyo.pl. Retrieved 02.02.2021 from https://www.ceneo.pl/sklepy/sellyo.pl-s14632.
• Chen, S.C. (2012). The customer satisfaction?loyalty relation in an interactive e-service setting: the mediators. Journal of Retailing and Consumer Services, 19(2), 202?210. https://doi.org/10.1016/j.jretconser.2012.01.001.
• Chevalier, J.A., & Mayzlin, D. (2006). The effect of word of mouth on sales: online book reviews. Journal of Marketing Research, 43(3), 345?354. https://doi.org/10.1509/jmkr.43.3.345.
• Czasnabuty.pl fan page. (2021). Retrieved 02.02.2021 from https://www.facebook.com/czasnabuty.
• Czasnabuty.pl website. (2021). Retrieved 02.02.2021 from https://www.czasnabuty.pl.
• Deezee.pl fan page. (2021). Retrieved 02.02.2021 from https://www.facebook.com/DeeZeepl.
• Deezee.pl website. (2021). Retrieved 02.02.2021 from https://deezee.pl.
• Dellarocas, C., Zhang, X.M., & Awad, N.F. (2007). Exploring the value of online product reviews in forecasting sales: the case of motion pictures. Journal of Interactive Marketing, 21(4), 23?45. https://doi.org/10.1002/dir.20087.
• Doyle, Ch. (2011). A dictionary of marketing. Oxford University Press. https://doi.org/10.1093/acref/9780199590230.001.0001.
• Drumond, D.S. (2017). An assessment of how brand awareness influences brand recognition through product placement, applied to the automotive industry and computers. [Master?s thesis, ISCTE Business School, Lisbon].
• Dwivedi, Y.K., Rana, N.P., Slade, E.L., Singh, N., & Kizgin, H. (2020). Editorial introduction: advances in theory and practice of digital marketing. Journal of Retailing and Consumer Services, 53, 101909. https://doi.org/10.1016/j.jretconser.2019.101909.
• Eobuwie.pl fan page. (2021). Retrieved 02.02.2021 from https://www.facebook.com/eobuwiepl.
• Eobuwie.pl website. (2021). Retrieved 02.02.2021 from https://www.eobuwie.com.pl.
• Goodshoes.pl fan page. (2021). Retrieved 02.02.2021 from https://www.facebook.com/GoodShoespl.
• Goodshoes.pl website. (2021). Retrieved 02.02.2021 from https://www.goodshoes.pl.
• Grąbczewska, K. (2019). Zastosowanie mediów społecznościowych w komunikacji marketingowej na przykładzie portalu Facebook. [Bachelor?s thesis, Nicolaus Copernicus University, Toruń].
• Hoberg, G., Phillips, G., & Prabhala, N. (2014). Product market threats, payouts, and financial flexibility. The Journal of Finance, 69(1), 293?324. https://doi.org/10.1111/jofi.12050.
• Idrysheva, Z., Tovma, N., Abisheva, K., Murzagulova M., & Mergenbay, N. (2019). Marketing communications in the digital age. E3S Web of Conferences, 135, 04044. https://doi.org/10.1051/e3sconf/201913504044.
• Izakova, N., Kapustina, L., & Drevalev, A. (2021). Performance of social media marketing communications of industrial companies. SHS Web of Conferences, 93, 03027. https://doi.org/10.1051/shsconf/20219303027.
• Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1?22. https://doi.org/10.2307/1252054.
• Lam, S.Y., Venkatesh, S., Erramilli, M.K., & Bvsan, M. (2003). Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293?311. https://doi.org/10.1177/0092070304263330.
• Ławrowski, P. (2020). Jakie cechy powinna mieć nowoczesna strona internetowa każdej firmy? In T. Bonek (Ed.), Projektowanie stron internetowych i e-sklepów (pp. 21?31). Interaktywnie.com.
• Moisescu, O.I. (2009). The importance of brand awareness in consumers? buying decision and perceived risk assessment. Management & Marketing, 7(1), 103?110.
• Niepewna, U. (2021). Understand customer loyalty with the Apostle model. Retrieved 01.03.2021 from https://blog.startquestion.com.
• Opineo.pl. (2021a). Opinions about Buu.pl. Retrieved 02.02.2021 from https://www.opineo.pl/opinie/buu-pl.
• Opineo.pl. (2021b). Opinions about Czasnabuty.pl. Retrieved 02.02.2021 from https://www.opineo.pl/opinie/czasnabuty-pl.
• Opineo.pl. (2021c). Opinions about Deezee.pl. Retrieved 02.02.2021 from https://www.opineo.pl/opinie/deezee-pl.
• Opineo.pl. (2021d). Opinions about Eobuwie.pl. Retrieved 02.02.2021 from https://www.opineo.pl/opinie/eobuwie-pl.
• Opineo.pl. (2021e). Opinions about Goodshoes.pl. Retrieved 02.02.2021 from https://www.opineo.pl/opinie/goodshoes-pl.
• Opineo.pl. (2021f). Opinions about Runcolors.pl. Retrieved 02.02.2021 from https://www.opineo.pl/opinie/runcolors-pl.
• Patil, P.H. (2017). Brand awareness and brand preference. International Research Journal of Management and Commerce, 4(7), 15?24.
• Runcolors.pl fan page. (2021). Retrieved 02.02.2021 from https://www.facebook.com/RunColors.
• Runcolors.pl website. (2021). Retrieved 02.02.2021 from https://runcolors.pl.
• Sellyo.pl fan page. (2021). Retrieved 02.02.2021 from https://www.facebook.com/sellyoPL.
• Sellyo.pl website. (2021). Retrieved 02.02.2021 from https://sellyo.pl.
• Shafiee, M.M., & Bazargan, N.A. (2018). Behavioral customer loyalty in online shopping: the role of e-service quality and e-recovery. Journal of Theoretical and Applied Electronic Commerce Research, 13(1), 26?38. https://doi.org/10.4067/s0718-18762018000100103.
• Strzelecki, A. (Ed.). (2014). Google Analytics: 42 panele informacyjne, Część I. Retrieved 01.03.2016 from http://www.silesiasem.pl.
• Utz, S., Kerkhof, P., & van den Bos, J. (2012). Consumers rule: how consumer reviews influence perceived trustworthiness of online stores. Electronic Commerce Research and Applications, 11(1), 49?58. https://doi.org/10.1016/j.elerap.2011.07.010.
• van Riel, A.C.R., Lemmink, J., Streukens, S., & Liljander, V. (2004). Boost customer loyalty with online support: the case of mobile telecoms providers. International Journal of Internet Marketing and Advertising, 1(1), 4. https://doi.org/10.1504/ijima.2004.003687.
• Xu, A., Liu, Z., Guo, Y., Sinha, V., & Akkiraju, R. (2017). A new chatbot for customer service on social media. Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems, 3506?3510. https://doi.org/10.1145/3025453.3025496.
• Żurek, J. (2020). Rynek obuwia w e-commerce. Retrieved 02.02.2021 from https://blog.arvato.pl.

Identifiers

DOI

10.24136/cxy.2021.002

Biblioteka Nauki

16729684