Using semi-structured interviews to examine how small clothing stores can effectively reach consumers through digital marketing
Abstract
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] This abstract explores how local clothing boutiques utilize digital marketing to promote business and create relationships with their consumers. Digital marketing is marketing through digital channels to promote products or services using platforms that reach consumers. The main objective for any businesses is to promote their brand through the most effective platforms of digital media. This study will examine which forms of digital media are the most efficient platforms for promoting a local boutique. The insight will provide local boutiques information on digital marketing strategy, marketing influencers, branding and ongoing consumer relationships. The methodology includes semi-structured interviews with local boutique owners, managers and targeted consumers. This study will be guided by the theory of uses and gratifications in order to predict which form of digital marketing will connect and cultivate the desired relationship with targeted consumers.
Degree
M.A.
Thesis Department
Rights
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