Thesis - Understanding the Online Jewellery Retail Market - ID:04347 - Volum 62 pagini
Categoria : Management
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ACKNOWLEDGEMENT...................1
LIST OF TABLES..............................4
LIST OF FIGURES.............................4
LIST OF APPENDICES .....................4
ABSTRACT.......................................5
CHAPTER ONE
INTRODUCTION .........6
1.1 Initial Introduction and Justification for Study.....................................6
1.2 Aim of Study ............................................................................................7
1.3 Context of the Study and Rings Store (www.ringsstore.co.uk)...........7
1.4 Format of the Dissertation ....................................................................8
CHAPTER TWO. LITERATURE REVIEW..........10
2.1 Introduction: E-commerce for Jewellery Industry..........................................................10
2.2 Online Shopping .............................................................................................................11
2.3 Online Marketing............................................................................................................13
2.4 Social Network Marketing ..............................................................................................15
2.5 Search Engine Marketing (SEM) .....................................................................................17
CHAPTER THREE. METHODOLOGY ........23
3.1 Introduction of Model and Detailed Procedure .............................................................23
3.2 Methodological Approach ..............................................................................................25
3.2.1 Questionnaire..........................................................................................................25
3.2.2 Distributing Methods ..............................................................................................26
3.2.3 Questionnaire Design ..............................................................................................26
3.2.4 Data Analysis ...........................................................................................................27
3.2.5 Validity and Reliability .............................................................................................28
3.2.6 Limitations...............................................................................................................28
CHAPTER FOUR. FINDINGS ..........................................................................................30
4.1 Demographics.................................................................................................................30
4.2 Daily use of search engines ............................................................................................31
4.3 Views on online shopping...............................................................................................32
4.4 Search engines for online shopping ...............................................................................34
4.5 Consumer factors in online jewellery shopping .............................................................36
4.6 Others .............................................................................................................................37
CHAPTER FIVE. ANALYSIS AND DISCUSSION ................39
5.1 Determining objectives and goals ..................................................................................39
5.2 Defining and understanding target audience.................................................................40
5.3 Conducting keyword research........................................................................................42
5.4 Creating link-worthy content and SEM-friendly page design.........................................43
5.5 Deciding measurement method and identifying performance......................................45
CHAPTER SIX. CONCLUSION ...................................................................................................47
6.1 Introduction....................................................................................................................47
6.2 Key Findings ....................................................................................................................47
6.3 Limitations ......................................................................................................................48
6.4 Critical Reflection............................................................................................................50
REFERENCE ...............................................................................................................................51
LIST OF TABLES..............................4
LIST OF FIGURES.............................4
LIST OF APPENDICES .....................4
ABSTRACT.......................................5
CHAPTER ONE
INTRODUCTION .........6
1.1 Initial Introduction and Justification for Study.....................................6
1.2 Aim of Study ............................................................................................7
1.3 Context of the Study and Rings Store (www.ringsstore.co.uk)...........7
1.4 Format of the Dissertation ....................................................................8
CHAPTER TWO. LITERATURE REVIEW..........10
2.1 Introduction: E-commerce for Jewellery Industry..........................................................10
2.2 Online Shopping .............................................................................................................11
2.3 Online Marketing............................................................................................................13
2.4 Social Network Marketing ..............................................................................................15
2.5 Search Engine Marketing (SEM) .....................................................................................17
CHAPTER THREE. METHODOLOGY ........23
3.1 Introduction of Model and Detailed Procedure .............................................................23
3.2 Methodological Approach ..............................................................................................25
3.2.1 Questionnaire..........................................................................................................25
3.2.2 Distributing Methods ..............................................................................................26
3.2.3 Questionnaire Design ..............................................................................................26
3.2.4 Data Analysis ...........................................................................................................27
3.2.5 Validity and Reliability .............................................................................................28
3.2.6 Limitations...............................................................................................................28
CHAPTER FOUR. FINDINGS ..........................................................................................30
4.1 Demographics.................................................................................................................30
4.2 Daily use of search engines ............................................................................................31
4.3 Views on online shopping...............................................................................................32
4.4 Search engines for online shopping ...............................................................................34
4.5 Consumer factors in online jewellery shopping .............................................................36
4.6 Others .............................................................................................................................37
CHAPTER FIVE. ANALYSIS AND DISCUSSION ................39
5.1 Determining objectives and goals ..................................................................................39
5.2 Defining and understanding target audience.................................................................40
5.3 Conducting keyword research........................................................................................42
5.4 Creating link-worthy content and SEM-friendly page design.........................................43
5.5 Deciding measurement method and identifying performance......................................45
CHAPTER SIX. CONCLUSION ...................................................................................................47
6.1 Introduction....................................................................................................................47
6.2 Key Findings ....................................................................................................................47
6.3 Limitations ......................................................................................................................48
6.4 Critical Reflection............................................................................................................50
REFERENCE ...............................................................................................................................51
