The main objective of this study is to investigate the relationship between digital marketing and tv streaming platforms: A case study of Netflix. 

However, the specific objectives of this study are: 

1.      To identify how ad-fee streaming services force users to watch marketing ads 

2.      To ascertain if streaming services can successfully use their brand identity to market products and services?

3.      To investigate the factors that influence streaming services’ user base?

4.      To compare and contrast how streaming services currently market products and services

RESEARCH QUESTIONS

This study will be guided by these research questions:

1.      How are ad-fee streaming services forcing users to watch marketing ads?

2.      Can streaming services successfully use their brand identity to market products and services?

3.      What are the factors that influence streaming services' user base?

4.      How are streaming services currently marketing products and services?

 

 

As online shopping has become increasingly popular in the UK, understanding how social values can influence consumers’ online social shopping intentions has become increasingly important. Trust, fairness, and responsibility are three social values that can play a significant role in this process. Consumers who trust in the safety and security of a platform are more likely to engage in online social shopping. Those who value fairness in the products they purchase and the services they receive are more likely to be drawn to online social shopping platforms that offer a fair price, quality product, and reliable customer service. And those who value responsibility and sustainability are more likely to prefer online social shopping platforms that take into account their environmental and social impact. By understanding the influence of social values on consumers’ online social shopping intentions, businesses can create more effective marketing strategies and better serve their customers.

 

The aim of this research is to investigate how social values influence online social shopping intentions among UK consumers, and to determine the key demographic and psycho-graphic characteristics that may be associated with these intentions.

 

1. Identify key demographic and psycho-graphic characteristics of UK consumers that may influence their online social shopping intentions.

 

2. To analyse the current online shopping landscape in the UK to determine the impact of  social values on online social shopping intention

 

3. Examine the relationships between different social values and online social shopping intention among UK consumers. 

 

4. Investigate the potential differences in online social shopping intention between different age groups and genders in the UK.

 

1. What are the key demographic and psycho-graphic characteristics of UK consumers that may influence their online social shopping intentions?

 

2. What is the role of social values in influencing online social shopping intentions in the UK?

 

3. What is the relationships between different social values and online social shopping intention among UK consumers. 

 

4. What is the potential differences in online social shopping intention between different age groups and genders in the UK.

 

The literature reviewed in this paper provides an insight into how social values can influence online social shopping intention in the UK. Hu et al. [2016] studied the influence of peer-member characteristics and technical features of a social shopping website (SSW) on consumers’ purchase intentions and found that similarity, benevolence and expertise of peer members in the community and the website’s support for recommendations positively impact shoppers’ perceived utilitarian value of the SSW. Othman et al. [2019] investigated the factors that triggered consumers’ intention to purchase using social commerce and found that shopping enjoyment, perceived usefulness, trust, security, perceived quality and perceived value, ease of use and transaction convenience were all factors that contributed to customers’ purchasing intention. Fu et al. [2020] studied the effect of social influences and information quality on the consumer’s social shopping intention and found that social influences had a greater impact on the consumer’s social shopping intention than perceived information quality. Lastly, Ramayah, Rahman & Ling [2018] revealed that functional and emotional values have a strong relationship and predict online purchasing intention. 

 

In the United Kingdom, research into the effect of social values on online social shopping intention is limited. For this reason, further investigation is necessary to achieve a more thorough comprehension of the subject. This is particularly true in the UK due to the country possessing a distinct customer culture and behaviour which has been moulded by its past, culture, and values. Consequently, the current research in the UK will provide significant information on how social values may alter online social shopping intention, and the results can help organisations to comprehend how to more effectively interact with and target their customers.

 

The current research aims to address the limitations of the existing research by investigating the influence of social values on online social shopping intention in the UK. It will contribute to the existing literature by providing an in-depth understanding of the impact of social values on online social shopping intention in the UK, and by exploring the impact of other factors suchas culture, gender, and age on shopping intention.

 

This research paper has discussed the role of social values in influencing consumers’ online social shopping intention in the UK. It has identified key demographic and psycho-graphic characteristics that may be associated with these intentions and has examined the relationships between different social values and online social shopping intention. It has also investigated the potential differences in online social shopping intention between different age groups and genders in the UK. This research is important in order to understand how to effectively target and market to UK consumers and to create more successful online social shopping experiences.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Fu, J.R., Lu, I.W., Chen, J.H. and Farn, C.K., 2020. Investigating consumers’ online social shopping intention: An information processing perspective. International Journal of Information Management, 54, p.102189.

 

Hu, X., Huang, Q., Zhong, X., Davison, R.M. and Zhao, D., 2016. The influence of peer characteristics and technical features of a social shopping website on a consumer’s purchase intention. International Journal of Information Management, 36(6), pp.1218-1230.

 

Othman, A.K., Hassan, L.F.A., Hamzah, M.I., Razali, A.R., Saim, M.A.S., Ramli, M.S., Osman, M.A. and Azhar, M.A.A., 2019. The influence of social commerce factors on customer intention to purchase. Asian Themes in Social Sciences Research, 3(1), pp.1-10.

 

Ramayah, T., Rahman, S.A. and Ling, N.C., 2018. How do consumption values influence online purchase intention among school leavers in Malaysia?. Revista Brasileira de Gestão de Negócios, 20, pp.638-654.

 

 

As online shopping has become increasingly popular in the UK, understanding how social values can influence consumers’ online social shopping intentions has become increasingly important. Trust, fairness, and responsibility are three social values that can play a significant role in this process. Consumers who trust in the safety and security of a platform are more likely to engage in online social shopping. Those who value fairness in the products they purchase and the services they receive are more likely to be drawn to online social shopping platforms that offer a fair price, quality product, and reliable customer service. And those who value responsibility and sustainability are more likely to prefer online social shopping platforms that take into account their environmental and social impact. By understanding the influence of social values on consumers’ online social shopping intentions, businesses can create more effective marketing strategies and better serve their customers.

 

The aim of this research is to investigate how social values influence online social shopping intentions among UK consumers, and to determine the key demographic and psycho-graphic characteristics that may be associated with these intentions.

 

1. Identify key demographic and psycho-graphic characteristics of UK consumers that may influence their online social shopping intentions.

 

2. To analyse the current online shopping landscape in the UK to determine the impact of  social values on online social shopping intention

 

3. Examine the relationships between different social values and online social shopping intention among UK consumers. 

 

4. Investigate the potential differences in online social shopping intention between different age groups and genders in the UK.

 

1. What are the key demographic and psycho-graphic characteristics of UK consumers that may influence their online social shopping intentions?

 

2. What is the role of social values in influencing online social shopping intentions in the UK?

 

3. What is the relationships between different social values and online social shopping intention among UK consumers. 

 

4. What is the potential differences in online social shopping intention between different age groups and genders in the UK.

 

The literature reviewed in this paper provides an insight into how social values can influence online social shopping intention in the UK. Hu et al. [2016] studied the influence of peer-member characteristics and technical features of a social shopping website (SSW) on consumers’ purchase intentions and found that similarity, benevolence and expertise of peer members in the community and the website’s support for recommendations positively impact shoppers’ perceived utilitarian value of the SSW. Othman et al. [2019] investigated the factors that triggered consumers’ intention to purchase using social commerce and found that shopping enjoyment, perceived usefulness, trust, security, perceived quality and perceived value, ease of use and transaction convenience were all factors that contributed to customers’ purchasing intention. Fu et al. [2020] studied the effect of social influences and information quality on the consumer’s social shopping intention and found that social influences had a greater impact on the consumer’s social shopping intention than perceived information quality. Lastly, Ramayah, Rahman & Ling [2018] revealed that functional and emotional values have a strong relationship and predict online purchasing intention. 

 

In the United Kingdom, research into the effect of social values on online social shopping intention is limited. For this reason, further investigation is necessary to achieve a more thorough comprehension of the subject. This is particularly true in the UK due to the country possessing a distinct customer culture and behaviour which has been moulded by its past, culture, and values. Consequently, the current research in the UK will provide significant information on how social values may alter online social shopping intention, and the results can help organisations to comprehend how to more effectively interact with and target their customers.

 

The current research aims to address the limitations of the existing research by investigating the influence of social values on online social shopping intention in the UK. It will contribute to the existing literature by providing an in-depth understanding of the impact of social values on online social shopping intention in the UK, and by exploring the impact of other factors suchas culture, gender, and age on shopping intention.

 

This research paper has discussed the role of social values in influencing consumers’ online social shopping intention in the UK. It has identified key demographic and psycho-graphic characteristics that may be associated with these intentions and has examined the relationships between different social values and online social shopping intention. It has also investigated the potential differences in online social shopping intention between different age groups and genders in the UK. This research is important in order to understand how to effectively target and market to UK consumers and to create more successful online social shopping experiences.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Fu, J.R., Lu, I.W., Chen, J.H. and Farn, C.K., 2020. Investigating consumers’ online social shopping intention: An information processing perspective. International Journal of Information Management, 54, p.102189.

 

Hu, X., Huang, Q., Zhong, X., Davison, R.M. and Zhao, D., 2016. The influence of peer characteristics and technical features of a social shopping website on a consumer’s purchase intention. International Journal of Information Management, 36(6), pp.1218-1230.

 

Othman, A.K., Hassan, L.F.A., Hamzah, M.I., Razali, A.R., Saim, M.A.S., Ramli, M.S., Osman, M.A. and Azhar, M.A.A., 2019. The influence of social commerce factors on customer intention to purchase. Asian Themes in Social Sciences Research, 3(1), pp.1-10.

 

Ramayah, T., Rahman, S.A. and Ling, N.C., 2018. How do consumption values influence online purchase intention among school leavers in Malaysia?. Revista Brasileira de Gestão de Negócios, 20, pp.638-654.