Title Impact of visual sensory marketing elements on consumers’ online purchase intentions for eco beauty products thesis title lithuanian: vizualinės sensorinės rinkodaros elementų įtaka vartotojų ketinimams pirkti ekologiškus grožio produktus internetu /
Translation of Title Vizualinės sensorinės rinkodaros elementų įtaka vartotojų ketinimams pirkti ekologiškus grožio produktus internetu.
Authors Chaudhry, Tuaha
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Pages 81
Keywords [eng] Digital Sensory Marketing, Visual Sensory Marketing, Online Purchase Intentions, Eco Beauty Products, Consumer Behavior, Digital Communication, Social Media, Sensory Marketing, Color Psychology, Visual Merchandising, Brand Identity, Sustainable Purchase Intentions, Green Perceived Value, Theory of Planned Behavior (TPB), Environmental Consciousness.
Abstract [eng] Master thesis consists of 82 pages, 8 tables, 7 figures and 140 references. Within the use of sensory digital marketing in the modern times, the visual sensory marketing elements hold immense importance for both the brands and the customers. Usually, it is implied over the digital platforms including the company’s websites and or social media official channels and pages. With the innovation in physical store set ups and digital market places its usage has also become a common factor. Its purpose is to enhance customers buying behavior and influence their intentions to purchase the offerings of the brands. Due to all of these reasoning the brands are heavily relying on the Visual Sensory Marketing Elements to influence the consumer behavior and their purchasing intentions. The study begins with understanding what is meant by digital sensory marketing and the reasons for its increased usage. Then the focus of study shifts towards understanding what is meant by vision and visual marketing and identifying the underlying reasons for the increased usage of visual sensory marketing by the brands. With this relation of the visual sensory marketing elements with consumers purchase 3 intention of eco beauty products is analyzed. It is also studied the reason for the increased demand of the eco beauty products in the current times. The aim of this study is to understand the position of visual sensory marketing within the spectrum of digital sensory marketing and how does elements of visual sensory marketing impacting the purchase intentions of online consumers’ eco beauty products. In order to achieve the goals of this study, data was collected using the questionnaire techniques. There were total 17 questions pertaining to the independent, mediator and dependent variables and 7 questions related to demographics of the respondent. And for making meaningful interpretation out of the collected data two software were being use: IBM SPSS and Smart PLS3. Structural Equation Modeling (SEM), Confirmatory Factor Analysis (CFA), Path Analysis was the tests conducted and Cronbach’s alpha is used to measure the reliability of the questions. This research developed direct relationships between Visual Sensory Marketing Elements and Intention to Buy Eco Beauty Products. Moreover this research also studied the impact of three mediators’ i.e. Social Media Marketing, Content Marketing, and Influencer Marketing. These direct relations have been studied before but no previous studies have conducted research by using the mediators employed by this research. It is known beforehand and the research has reaffirmed that we are living in technological advanced era and literature shows the transition of markets from physical spaces to digital spaces. Hence, Visual Sensory Marketing Elements aids the brands to attract the customers and influences their intentions to make purchase of the items.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2024