| Abstract [eng] |
The master’s thesis is devoted to the study of the impact of sensory marketing on the formation of consumers’ purchase intentions in the digital environment. The current stage of market relations development is characterized by a high level of competition among brands and rapid digitalization of marketing communications, as a result of which traditional tools of consumer influence are gradually losing their effectiveness. Under these conditions, companies are forced to seek new approaches to audience interaction that are capable of forming emotional connections and stimulating behavioral responses, in particular the intention to make a purchase. One such approach is sensory marketing, which is based on influencing consumers’ sensory perception. While sensory stimuli have long been used in physical environments, their application in the digital space requires additional scientific justification. This thesis combines a theoretical analysis of the sensory marketing concept with an empirical study of its implementation in the online environment, with a particular focus on visual and auditory stimuli, as well as the consistency of the brand’s sensory image across different digital channels. The research problem lies in the insufficient number of empirical studies that comprehensively explain the impact of digital sensory stimuli on emotional brand perception, trust, and consumers’ purchase intentions in the digital environment, as well as in the lack of a unified approach to assessing the effectiveness of sensory marketing in online communications. The object of the research is sensory marketing as a modern concept of influencing consumer perception and behavioral responses in the digital environment. The subject of the research is the impact of sensory marketing stimuli on the formation of consumers’ purchase intentions under conditions of digital interaction. The purpose of the master’s thesis is to examine the impact of digital sensory stimuli on consumers’ purchase intentions and to identify effective strategies for applying sensory marketing in the online environment. To achieve this purpose, the following research tasks were set: – to analyze the theoretical foundations, stages of formation, and evolution of sensory marketing, as well as the specifics of its adaptation to the digital environment; – to systematize the types of digital sensory stimuli and reveal the mechanisms of their influence on consumer perception and emotional responses; – to generalize modern approaches to the application of digital sensory marketing using brand examples; – to empirically investigate the impact of digital sensory stimuli on the formation of consumers’ purchase intentions using survey methods and expert interviews; – to develop practical recommendations for companies regarding the effective use of digital sensory stimuli to enhance purchase intentions and strengthen consumer loyalty. The research employed analysis and synthesis of scientific sources, comparison and systematization of theoretical approaches, case study analysis, expert interviews, an online sociological survey of consumers, as well as methods of statistical data processing, including descriptive statistics, correlation analysis, and the index method. The empirical study was conducted based on the results of a sociological survey of consumers and expert interviews. The findings indicate that visual sensory stimuli, particularly website design, color schemes, and product photo and video content, have a significant impact on positive emotional brand perception, increased trust, and the formation of online purchase intentions. A statistically significant relationship between emotional perception of digital content and brand trust was identified. Auditory sensory stimuli demonstrated an ambiguous nature of influence, combining positive, neutral, and negative emotional reactions. |
