Digital marketing and ways of increasing brand awareness online

Aiperi Dzhantaeva

Bachelor's thesis

Abstract:

This study explores the impact of digital marketing strategies on consumer purchase intentions, with a particular focus on brand awareness, brand image, brand loyalty, word-of-mouth (WOM), influencers, and platform usage. The research begins with a literature review defining digital marketing, its various types, and the significance of social media in modern marketing. Additionally, key factors such as consumer engagement, influencer marketing, and brand loyalty are examined to understand their role in shaping buying behavior. The practical part of the study employs a quantitative research approach, utilizing survey data to analyze the relationships between digital marketing factors and purchase intention. The research methodology includes statistical analyses such as Cronbach’s alpha for reliability testing, descriptive statistics, correlation analysis, and regression modeling to assess the strength and significance of these relationships. The findings reveal that brand awareness, brand image, brand loyalty, WOM, and influencers have a significant positive effect on purchase intentions. The study also assesses the overall fit of the proposed model and evaluates the statistical significance of its coefficients.

Keywords

Brand awareness, content, marketing

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 26. 3. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 20. 5. 2025
• Vedúci: PhDr. Martina Jarkovská, Ph.D.
• Oponent: Kristýna Dobiášová, Mgr.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Business Administration