A signed copy of this form must be included

in the appendix of the submitted

dissertation.

Leicester Business School

Topic agreement form

As part of your dissertation process you are required to formally agree a topic with
your supervisor, so that you can effectively progress onto the next stage of your
research. Please note that once you have agreed your topic with your supervisor,
you may make small adjustments to reflect, for example, a sharper focus or a
specific context, but you will not be allowed to change the core subject under study.

Applicant
First YING
Last Name: WANG
Name:
DMU Email P15021334@my365.d
Student no. :P15021334
Address: mu.ac.uk
Programme of
International business and marketing
study:
Supervisor
Last Name: Devlin First Name:Jane
The research
Indicative Title:

Impact of e-marketing strategies on consumer purchase decision: case study of

Burberry UK.
Indicative aims and objectives:

Aim of the research is to What impact e-marketing has on influencing consumer decision making
decision processes: A case study of Burberry UK is selected for this research.

The objectives are :

1. To assess the major factors pertaining to E-marketing that may influence
consumer purchase decision.
2. To evaluate the perceptions of consumers in respect of the e-marketing
strategies of Burberry luxury apparel in UK.
3. To analyse the e-marketing campaigns of Burberry for customers in UK.
 4. To recommend effective e-marketing strategies to Burberry With the
intention of a positive impact on consumer purchase decision.

Summary of the literature/ rationale for the study (about 200 words):

The advent of internet and social media affect the social and economic aspects of
consumers and companies. Luxury fashion brands are paying attention to the use of e-
marketing and are moving away from social media as a marketing tool. In view of
Galloway (2012), the important aspects of brand marketing depends on the size of
community, level of customers’ engagement, presence of brand, and the available
content on media. The digital marketing strategies such as marketing on social networks
is to address mass consumers and act opposite to the traditional strategies of niche
marketing in fashion retailers. Okonkwo, (2009) added that the factors of easy
accessibility, low cost of marketing, and universal appeal of internet based marketing
channels make it productive for niche marketers as well. Moreover, Okonkwo, (2010)
emphasized that the high control of customers on the content in social media and in
cyberspace, makes brands more dependent on the consumers’ perception on e-media.
The global electronic marketing in view of Sridharan and Sushmita (2015) has become
influential and powerful and builds a strong brand image in consumer perceptions.
Another strong argument presented by Jenyo and Soyoye (2015) is that use of internet
or e-marketing as a platform for business promotion is an effective and efficient strategy.
However, Bastien &Kapferer (2012), argued that one size fit all strategic of internet
marketing obstruct the strategy of personalized marketing of fashion luxury brands.. The
importance of this research is for decision makers of luxury brands marketing to adopt
effective online marketing strategies to impact consumers’ purchase decisions.

Indicative data Collection methods (about 80 words)

The proposed research is descriptive in nature and based on a case study of Burberry,
since descriptive method is suitable for quantitative researches (Saunders et al, 2012).
According to Yin (2010), case study is an appropriate method to research a particular
issue for one or more organizations in detail. In current study, a mixed method approach
will be used. The survey of 50 consumers and interviews of five existing consumers of
Burberry, UK will be used as major primary data collection strategies. For secondary
data, the e-marketing campaigns of Burberry on social media and on websites will be
analysed. The analysis of collected data will be done through correlation and descriptive
 statistics. The qualitative data from interviews will be presented in form of thematic
analysis.(Saunders et al, 2012).

Signature of Researcher:...............Ying Wang...............................................

Date: .............30/05/2018........
Signature of the Supervisor: ............................................................
Date: .....................
References

Bastien, V. &Kapferer, J.-N., 2012. Luxe Oblige. 2nd ed. Paris: Groupe
Eyrolles.

Okonkwo, U., 2009. Style online, and it's all about me. International Herald
Tribune, 18 November, p. 12.

Okonkwo, U., 2010. Luxury Online : Styles, Systems, Strategies. 1st ed. New
York: Palgrave Macmillan

Saunders, M., Lewis, P. and Tornhill, A. (2012) Research Methods for

Business Students, Fifth Edition edition, Italy: Rotolito
Lombarda.

Yin, R. K. (2010). Case Study Research. Design and Methods Sage

Publications, Thousand Oaks, 4th ed.