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The influence of Integrated Marketing Communication on Consumer Buying Behavior in UK online retailing 1

Contents Chapter 2: Literature Review ............................................................................................. 3 2.1 Introduction .............................................................................................................. 3 2.2 Contemporary Techniques in Integrated Marketing Communication in UK Online Retail .............................................................................................................................. 3 2.3 The Influence of IMC on Consumer Buying Behavior in the UK Online Retail Sector .............................................................................................................................. 5 2.4 Challenges and Limitations in Implementing IMC Strategies by Online Retailers...7 2.5 Best Practices for Enhancing IMC Strategies in Online Retailing .......................... 10 2.6 Recommendations for Improving Customer Buying Behavior in Online Retail ..... 12 2.7 Literature Gap ......................................................................................................... 14 2.8 Conceptual Framework ........................................................................................... 15 2.9 Summary ................................................................................................................ 15 Chapter 3: Research Methodology ................................................................................... 17 3.1 Introduction ............................................................................................................ 17 3.2 Outline of Chosen Methods .................................................................................... 17 3.3 Research Philosophy ............................................................................................... 17 3.4 Research Approach ................................................................................................. 18 3.5 Research Design ..................................................................................................... 18 3.6 Research Strategy ................................................................................................... 19 3.7 Data Collection Method .......................................................................................... 20 3.8 Data Analysis Method ............................................................................................ 20 3.9 Reliability and Validity ........................................................................................... 21 2

3.10 Ethical Considerations .......................................................................................... 21 3.11 Time Plan ............................................................................................................. 22 3.12 Summary .............................................................................................................. 23 References ........................................................................................................................ 24 3

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Chapter 2: Literature Review 2.1 Introduction IMC has a key role in influencing consumers' buying choices in the world of online retailing, where consumers have an extensive variety of options at their disposal. The main ways that IMC influences the buying habits of customers in the UK's online retail market are explored in this literature study (Nath et al ., 2023). Businesses need to comprehend how IMC affects consumer purchasing behavior since doing so can boost revenue, brand loyalty, and competitiveness. We will examine many research, hypotheses, and discoveries that offer knowledge on the subject to understand the scope of its impact fully. The researcher seeks to identify the IMC tactics and aspects that work best in influencing consumers to make purchases in the UK's online retail market by looking at the body of prior research. 2.2 Contemporary Techniques in Integrated Marketing Communication in UK Online Retail 4

Figure: Contemporary Techniques in Integrated Marketing Communication in UK Online Retail (Source: Nath et al ., 2023) The use of such modern IMC strategies has an enormous impact on consumer purchasing habits in the UK's online retail market. More than ever, consumers are knowledgeable and connected (Juska et al ., 2021). They seek customized, involving, dependable experiences. Businesses that successfully employ these strategies not only have an impact on consumer decisions but also foster ongoing relationships with their clients. Some of the techniques used in Integrated Marketing Communication in UK Online Retail are as follows: Social Media Advertising: Websites, including Facebook, Instagram, and Twitter, have developed into significant assets for IMC. Organizations harness these channels to spread details about products, build awareness of their brands, and interface with customers in real-time. According to studies, a large social media presence influences consumer purchasing decisions favorably since it encourages dedication and trustworthiness. Influencer Advertising: A well-liked IMC tactic is collaborating with influencers, people who have a substantial internet following. Influencers can advertise goods that appeal to their loyal following, bringing genuineness and relatability to the promotional message (Chan, 2022). It has been revealed that this strategy has a considerable impact on consumer decisions. Content marketing promotes online retailers to cement themselves as an authority in their niches by helping them produce interesting and educational content, including blog posts, videos, and infographics. Brands that offer consumers useful content are well-liked by consumers, and this influences their buying decisions. Email campaigns are a vital component of IMC. Businesses can send their users tailored messages with updates, product recommendations, and special promotions. Campaigns for marketing via email that have been well-designed might boost conversion rates. User-Generated Content (UGC): The most effective IMC tactic is to encourage consumers to post their testimonials and experiences on social media or the corporate website (Kitsios et al ., 5

2022). UGC serves as social proof, persuading potential customers to buy because they value their peers' opinions. Some online retailers have begun integrating augmented reality (AR) and virtual reality (VR) technologies. With the use of these technologies, customers may virtually test out things before making a purchase, resulting in a more engaging and secure purchasing experience. Chatbots powered by artificial intelligence (AI) offer instantaneous customer help as well as suggestions based on user preferences. By providing a seamless and individualized buying experience, these chatbots can have a significant impact on consumer behavior. Data Analytics focuses on In order to understand consumer behavior and preferences, IMC uses data analysis. Businesses can better satisfy the requirements and expectations of their customers by customizing their marketing tactics based on the data they collect and analyze. 2.3 The Influence of IMC on Consumer Buying Behavior in the UK Online Retail Sector Figure: The Influence of IMC on Consumer Buying Behavior in the UK Online Retail Sector (Source: Waheed et al ., 2020) 6

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In the expanding online retail sector in the UK, integrated marketing communication (IMC) plays an important part in influencing consumer purchasing patterns. IMC is a tactical strategy that integrates numerous marketing channels to send consumers a cohesive, engaging message. Let us look at how IMC affects consumer choices in the context of UK internet retailing as follows: Brand Awareness and Identification: To provide businesses selling goods with a strong online presence, IMC combines advertising, social media, email marketing, and other methodologies (Kuntjoro et al ., 2023). Customers become more aware of a brand when they frequently interact with it on numerous mediums with consistent messages. Shoppers are, as a result, more likely to recognize and trust these companies when considering choices about purchases. Providing Appropriate Data: IMC enables online merchants to provide customers with timely information. Retailers can address the particular issues of particular consumers and make them feel understood and appreciated by customizing their interaction with them to their specifications, preferences, and interests. Increased engagement and, eventually, purchases are commonly the results of such tailored engagement (Waheed et al ., 2020). Making Psychological Connections: IMC is good at making customers feel things. Retailers can engage emotionally with their consumers with intriguing storytelling and images. Since consumers typically make purchases based on their feelings related to a brand or product, these relationships may have an impact on consumer behavior (Wang et al., 2021). Support of Conversation and Interest: IMC promotes two-way dialogue between brands and users. Platforms like Facebook and Twitter, email, and chat allow customers to communicate with brands directly. Customers' purchase choices are affected by this participation, which increases their sense of relationship with the brand. Announcements and reductions: IMC plays a key role in marketing unique bargains, discounts, and special offers. Consumers have a greater tendency to take advantage of these types of limited-time chances when these deals are constantly advertised on a variety of channels (Mainardes et al ., 2023). 7

Showcasing Customer Testimonials and Reviews: IMC can use positive customer reviews and testimonials to boost credibility and trust. Retailers can influence future consumers by publishing actual customer testimonials since individuals regard such recommendations as trustworthy sources of information. Generating Loyalty and Recurring Business: IMC focuses on keeping current clients as well as bringing in new ones. Customer loyalty is boosted by consistent communication and a tailored approach that keeps customers interested and motivates them to make further purchases (Mainardes et al ., 2023). Consumer training: IMC is an effective method for informing customers about goods and services. Giving customers thorough information, instruction manuals, and educational content boosts their loyalty and helps them make intelligent purchasing decisions. Promoting ease of use UK online retail is a very competitive market. IMC promotes the conveniences that retailers provide, such as simple ordering, quick delivery, and hassle-free returns, to help them stand out from the competition. When the simplicity is in line with the requirements and tastes of the average consumer, it can have a significant impact on their purchasing decisions. 2.4 Challenges and Limitations in Implementing IMC Strategies by Online Retailers 8

Figure: Challenges and Limitations in Implementing IMC Strategies by Online Retailers (Source: Hennart et al ., 2021) To optimize the influence of IMC on consumer purchase decisions, it is critical to comprehend the following challenges: Dispersed Interaction Methods: Coordinating several avenues of communication, such as social media, email marketing, and website content, can be difficult for businesses operating online. Making sure that different platforms communicate an identical message while incorporating them fluidly is the problem. Buyers may get diverging information when these channels are disorganized, which can lead to confusion and have a detrimental effect on their choices when making purchases. It might not be easy to manage user comments and reviews on several websites. When making judgments about what to buy, consumers frequently look to the views and experiences of others for guidance. This means that unfavorable comments or complaints can damage a brand's reputation very fast. As part of their IMC strategy, online retailers must swiftly respond to customer complaints and efficiently manage their online reputation. There are many different product categories and market niches available in the UK's online retail business. Each of these markets has distinct traits, a distinct target market, and particular marketing difficulties (Hennart et al ., 2021). To account for these variations, online retailers must modify their IMC strategies, which can be time- and resource-consuming. Statistics and information fusion are essential when it comes to successful IMC. To customize the communications they send, companies that operate online must collect and analyze consumer data. Retailers, however, may become overwhelmed by the volume and diversity of data, which makes it challenging for them to carry out data-driven initiatives. This constraint makes it difficult for them to understand and forecast the purchasing habits of consumers effectively and fully. The expenditure and scarce resources could affect many internet merchants, particularly those with smaller revenues. IMC frequently entails important monetary expenditures in staff, 9

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technological advances, and advertising. Retailers' aptitude to effectively influence consumer behavior may be impeded if their businesses are unable to adopt or accomplish IMC strategies. Consumers who shop online are constantly being bombarded with information in the form of digital noise. It is difficult for merchants to stand out and grab customers' attention in the face of this digital noise. It can be problematic to influence customers to make purchases online since even carefully constructed IMC campaigns might get buried in the congestion in the system. Confidentiality Issues: IMC's significant consumer collection of information and customizing present privacy issues (Yadav et al ., 2022). Seeking the ideal balance between consumer protection of privacy and individualization is a difficult issue. Crossing barriers might turn off customers and prevent them from making transactions. Ethnic Sense: The market in the UK has a diversity of different cultural conventions and values. To prevent offending potential consumers, online merchants must be culturally sensitive in their IMC tactics. Failure to do so may have a negative impact on customer purchasing choices. Fierce Stress: The UK's internet retail market is very cutthroat. To surpass rivals, retailers need to adapt their IMC strategy constantly. This pressure could end up resulting in contradictory messages, thereby rendering it even harder to sway the opinions of customers. Cultivating customer confidence and allegiance through IMC requires effort and dedication. When attempting to have an impact on consumer purchasing behavior, retailers who sell online may find it challenging to present a trustworthy and unified image. The expense involved with putting extensive IMC tactics into practice is one obvious restriction in this regard. It can be expensive to use several channels for communication, to run advertising campaigns, and to keep a strong internet presence. Small and medium-sized online shops, in particular, can find it difficult to set aside the funds required to develop an effective IMC strategy. They might not be able to fully take advantage of IMC's advantages in influencing consumer purchasing behavior as a result. 10

2.5 Best Practices for Enhancing IMC Strategies in Online Retailing Figure: Best Practices for Enhancing IMC Strategies in Online Retailing (Source: Chen et al ., 2020) In the digital age, customers have become saturated with information from an abundance of sources, so continuity is necessary (Joseph et al., 2019). Online merchants should uphold a uniform brand voice across every point of contact, from webpages to Facebook and Twitter, in order to differentiate themselves from the competition. In order to establish a cohesive experience, the messaging, colors, and visual components should coordinate. Know Your Audience: An in-depth comprehension of your target audience is the first step toward successful IMC (Luck et al ., 2020). The demographics, tastes, and purchasing habits can vary in the UK. Generating messaging and material that is relevant to the different audience categories you are targeting. Segmentation: Based on variables like demographics, behavior, and past purchases, divide your consumer base into discrete segments. Marketing can be more individualized and successful when it is tailored to each segment using IMC tactics. 11

Email automation: To make your email campaigns more efficient, use marketing automation solutions. These solutions give you the ability to send precise messages at the appropriate time, nurturing leads and promoting repeat business. Remarketing: Use remarketing efforts to get in touch with website visitors who have previously interacted with it but have not yet made a purchase. This might increase conversions by reminding potential customers of your brand. Utilize Multiple Channels: One of the best things about Internet retail is the abundance of marketing channels at your disposal. To reach customers where they are most enthusiastic, combine the use of email marketing with social media, pay-per-click advertising, content marketing, and other strategies with a variety of interests. The king of content: Produce captivating and informative material that benefits the consumer as well as promotes your items. The demands and interests of your audience should be addressed in well-written blogs, videos, and product descriptions (Chen et al ., 2020). Cellular Optimization: The Case A significant amount of internet shopping in the UK takes place on mobile devices. Make sure your website and promotional materials are responsive to mobile devices. Websites that take an excessive amount of time to load or material that looks bad on cellphones or tablets may turn away potential buyers. Consumers in the digital era place much weight on reviews and social evidence. Persuaded pleased consumers to post reviews by showcasing them prominently on your website. Favorable feedback can have a big impact on the purchasing choices of customers. Engage your audience on social media by posting content there. React quickly to messages and comments. To create a sense of community and trust around your brand, share user-generated material. Email marketing is still an effective IMC tactic. Share promotions, new products, and instructional materials with it (Das, 2019). Make sure to separate your email list so that you can offer different subscriber groups appropriate material. 12

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Statistics and constructive criticism: Review data frequently to gauge the success of your IMC initiatives. Keep an eye on KPIs like website traffic, conversion rates, and return on investment (ROI). Additionally, actively seek out and pay attention to client input to make ongoing adjustments. 2.6 Recommendations for Improving Customer Buying Behavior in Online Retail Figure: Recommendations for Improving Customer Buying Behavior in Online Retail (Source: Mengist et al ., 2020) Consumers are bombarded with information, marketing, and choices in this digital age. IMC is all about ensuring that the appropriate message reaches the appropriate audience at the appropriate moment. Here are some tips for enhancing consumer purchasing behavior in online shopping through IMC. 13

Know Your Audience: Understanding your target audience is the first step in effective IMC. Retailers should gather information and insights regarding the tastes, routines, and demographics of their customers. This knowledge will enable the customization of marketing messages to appeal to them (Eger et al ., 2021). Brand consistency is important in IMC. Whether it is your website, social media, or email campaigns, your brand's message, tone, and graphics should remain constant. By doing this, you foster customer trust. Use Different Channels: You can communicate with your audience through different channels in the online world. Use chatbots, social media, your website, email marketing, and other channels to interact with customers. Each channel in your IMC strategy can have a distinct function. Content is King: The core of IMC is top-notch content. Produce material that benefits your customers as well as promote your items. This can include user manuals, blog postings, and product-related videos. Personalization: Tailor your communications by using customer information. In emails, refer to clients by name and make product recommendations based on previous purchases (Kiselova, 2019). This personalized touch can greatly enhance consumer behavior. Social Proof: People frequently respect other people's judgments. On your website, provide testimonials and client reviews. Potential consumers may be persuaded to buy something by other customers' favorable reviews. Reward your devoted consumers with loyalty programs. Create a loyalty program that grants advantages like early access to new products, discounts, and special offers. This fosters not only repeat business but also word-of-mouth referrals. Each piece of content should have a distinct and appealing call to action (CTA). No matter if it says "Buy Now," "Learn More," or "Subscribe," it should direct the customer as to what to do next. 14

Mobile Optimization: It is essential to make sure that your website and marketing materials are mobile-friendly because so many people shop on their mobile devices. A successful mobile experience is crucial to a sale. Response and Modification: Gather consumer feedback regularly. What could be improved, and what do they like? Utilize this knowledge to modify your IMC approach. Social media advertising: Social media networks provide highly effective choices for focused advertising. To reach your audience, spend money on sponsored advertising on websites like Facebook, Instagram, and Twitter. Email marketing: In IMC, email is a potent instrument. Send your subscribers newsletters, product updates, and exclusive deals. For better outcomes, segment your email list depending on client behavior and preferences. Evaluate and Analyze: To gauge the success of your IMC initiatives, use data analytics. Keep tabs on important performance indicators such as click-through rates, conversion rates, and sales. Based on the information provided by the statistics, alter your strategy. Influencers and Partnerships: Partner with other brands in your specialized field. They could aid in spreading the word about your goods to more people. Excellent customer service is essential to the online shopping experience. Make sure your customer service is responsive, accommodating, and simple to reach through a variety of means. 2.7 Literature Gap The published studies mainly focus on conventional marketing channels or investigate IMC from a larger perspective. However, in the current digital era, where online shopping has significantly increased in importance, it is crucial to look into how IMC techniques affect consumers' online purchasing choices. Businesses that want to adapt and prosper in the changing e-commerce landscape must comprehend this influence (Mengist et al ., 2020). The UK also has a unique internet retail sector with its consumer preferences, cultural quirks, and legal system. Research that is specifically focused on the UK market can, therefore, provide insightful data for both domestic and international internet merchants doing business in the UK. 15

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2.8 Conceptual Framework Figure: Conceptual Framework (Source: Al Hamliand Sobaih, 2023) 2.9 Summary IMC strongly influences consumer purchasing behavior in the UK's online commerce sector by fostering trust, forging emotional bonds, and enhancing the whole shopping experience. Online shops that want to succeed in the cutthroat digital market must adopt this method. The total IMC improves the total client experience of consumers; it enables internet shops to offer better customer service, individualized recommendations, and 16

pertinent material. Consumers are more likely to return and make subsequent purchases when they have a good experience. IMC builds brand recognition and credibility. Customers feel more confident in their purchasing decisions when they see consistent messages about a product or brand on several online platforms, including social media, websites, and emails. They become less perplexed and are more inclined to make a purchase. 17

Chapter 3: Research Methodology 3.1 Introduction The methodological framework for the research is laid forth in the introduction, which also introduces the research technique. A foundation for a thorough and analytical investigation of the research issue is laid out in this section, which gives a summary of the methodologies and approaches that will be used in the study. The need for a clearly defined methodology is emphasized, serving as a road map for how the study will be carried out. The next sections will go into greater detail about the methodologies that have been selected, the philosophy, approach, design, strategy, data collecting, and analytic methods, as well as issues relating to validity, reliability, limitations, and ethical considerations, as well as the suggested timetable. 3.2 Outline of Chosen Methods A mixed-methods approach, which combines quantitative and qualitative methods, is one of the strategies used in this study's research. The research strategy has a balanced point of view because it is grounded in both positivism and interpretivism (MAHURKAR et al ., 2023). It employs both an inductive and a deductive approach, permitting the development of new hypotheses as the data is examined. In order to comprehend the current state of integrated marketing communication (IMC) and how it influences consumer purchasing behavior, cross- sectional data collection is used in the study strategy. For quantitative data, the research strategy uses statistical testing, and for qualitative data, content analysis. The strategies used involve ethical issues as well as safeguards for validity and dependability. 3.3 Research Philosophy The research methodology used in this study stands out for its careful blending of positivism and interpretivism in order to give a comprehensive and analytical view of the research subject. Positivism must be supported by empirical and objective data in order to be considered a valid philosophical perspective. It establishes factual proof using quantitative methods and careful observation (Mkansi et al ., 2023). Positivism had a big influence on the study's quantitative data analysis. It is in charge of coordinating the orderly collection of factual data, including the numerical data gained via polls and statistical research. It is simpler to examine the connections 18

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between variables and test hypotheses using this strategy. In an effort to present convincing empirical data about the influence of integrated marketing communication (IMC) on consumer purchase decisions in the UK's online retail sector, the study employs a positivist methodology. The research also considers interpretivism, which highlights the significance of learning from one's very own experiences. Examining the desires, perceptions, and subjective factors of human reports calls for interpretivism. 3.4 Research Approach The study method used in this look at balances deductive and inductive techniques offers a strong and analytical framework for assessing the research's issue areas. The deductive approach is used to assess theories and hypotheses concerning how Integrated Marketing Communication (IMC) impacts client shopping behavior in the UK's online retail area. Starting with contemporary theories and hypotheses, the researcher formulates study questions to verify and validate those thoughts thoroughly. This approach enables principle- driven, dependent studies where empirical evidence is accumulated to verify or deny assumptions (Singh et al ., 2023). However, the look additionally makes use of an inductive technique. Using inductive reasoning, broad principles are derived from particular observations and evidence. The inductive stage of this inquiry enables theory development. Analyzing the gathered data objectively and without bias helps to generate new insights and theories. The inductive technique helps examine the intricate and dynamic features of IMC and consumer behavior since it enables the researcher to conclude after carefully examining the relevant empirical data. 3.5 Research Design The cross-sectional nature of the research design for this study allows for the collection of data at a single point in time to offer insights into the state of Integrated Marketing Communication (IMC) and its influence on consumer purchasing behavior in the UK online retailing sector (Stangor et al ., 2019). A cross-sectional approach was used because it enables the researcher to take a momentary glimpse of the online retail environment. This design is ideally suited for evaluating the prevalent IMC strategies and consumer behavior given the continually changing dynamics of the 19

online retail business. It makes it easier to gather information from a variety of online shops and customers, providing a representative snapshot of the market. With the aid of this study design, numerous factors, including IMC techniques, consumer demographics, and purchasing behavior, may be examined concurrently to get a thorough overview. It also enables the discovery of trends and connections between various variables. The cross-sectional method is useful for evaluating theories about how IMC affects consumer behavior. Additionally, this architecture is economical and effective because it allows for the rapid collection of data from a variety of sources. By keeping the study on the present situation in the online retail industry, it complies with the demand for timely and pertinent information. 3.6 Research Strategy In order to effectively combine quantitative analysis for statistical tests with qualitative techniques like content analysis, the research plan for this study uses a mixed-approach approach. This extensive approach aims to give a deeper and more complex comprehension of the research issue and data (Kim et al., 2022). The research strategy includes quantitative analysis as a key element. It entails the methodical analysis of quantitative data gathered via surveys and formal assessments. This quantitative data is analyzed using statistical tests, which enables the researcher to spot trends, correlations, and statistical significance. The correlations between variables and the testing of hypotheses about the impact of integrated marketing communication (IMC) on customer purchasing behavior are both made possible by this quantitative method. The research strategy also uses qualitative techniques, notably content analysis, in addition to quantitative analysis. In-depth study of textual or visual data, such as customer reviews and interview transcripts, is known as content analysis. This qualitative part seeks to elucidate the subtleties and meaning of the data. The subjective experiences, perceptions, and interpretations of consumers and online retailers regarding IMC and purchasing behavior can be usefully revealed by content analysis. The advantages of both quantitative and qualitative methodologies are combined in the mixed- approach methodology. It ensures a well-rounded study by combining qualitative content analysis with quantitative research to go further into the details of the material. The research's 20

objective is to provide a thorough and analytical study of the relationship between IMC and customer behavior in the UK online retailing sector, and this strategy is by that objective. 3.7 Data Collection Method In order to gather both quantitative and qualitative data, this study's data collection strategy mostly relies on secondary sources (Grasso et al., 2019). The research uses statistical testing to collect information for quantitative data. This comprises a methodical analysis of the quantitative data already available about Integrated Marketing Communication (IMC) strategies and consumer purchasing patterns in the UK online retailing sector. This data is subjected to a rigorous statistical analysis after being collected from surveys, structured assessments, and other sources. To assess the influence of IMC on consumer behavior, the emphasis is on the discovery of patterns, correlations, and statistical relationships. However, content analysis is employed to get qualitative data. A detailed content analysis is performed on qualitative data acquired from sources, including in-depth interviews and client feedback. This approach seeks to draw attention to the nuanced interpretations, meanings, and insights hidden within the textual or visual data. It explores the many perspectives and experiences of online buyers and sellers in order to bring insight into how complex and complicated their interactions with IMC are. The study ensures a thorough and analytical examination of the research issue by combining these two different data collection techniques. 3.8 Data Analysis Method A variety of approaches are employed in the data analysis procedure for this study in order to understand the data on an analytical level more thoroughly. It skillfully mixes qualitative techniques for things like content analysis with quantitative techniques for statistical tests. Evaluation of the numerical data derived from surveys and formal assessments requires quantitative analysis. These quantitative data are analyzed using statistical tests to look for patterns, correlations, and statistical significance. In this quantitative analysis, the impact of integrated marketing communication (IMC) on customer purchasing behavior is examined, along with a structured and empirical assessment of the connections between variables (Erhardt et al ., 2023). 21

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The study makes use of both quantitative and qualitative methods, particularly content analysis. Customer reviews and interview transcripts are two instances of textual or visual data that can be in-depthlyanalysed through content analysis. It studies the arbitrary opinions, viewpoints, and interpretations of customers and online retailers regarding IMC and purchasing activity to comprehend the significance and complexity of the data. A complementary and integrated study of both quantitative and qualitative data is made possible by the mixed-approach methodology. This approach provides a nuanced perspective on the research issue in addition to statistical rigor, allowing for a more thorough analysis of the data. 3.9 Reliability and Validity In order to guarantee the quality and credibility of the research, reliability, and validity are essential components of this study's approach. The precision and consistency of the data collecting and processing procedures are referred to as reliability. The study employs predetermined instruments and data collection techniques to maximize reliability. These methods make sure that data is acquired and examined frequently, which lowers the possibility of mistakes or inconsistent results. On the other side, validity refers to how accurate and sincere the research findings are. By employing validated metrics and data collection tools, the study takes steps to ensure validity. Triangulation, which involves using various data sources to confirm conclusions, is also used to improve the validity of study findings. This strategy guarantees that the data accurately reflects the phenomenon being studied, enhancing the study's overall validity (Koulouris et al ., 2020). 3.10 Ethical Considerations The rights and well-being of participants are protected in this study by ethical concerns, which are of the utmost significance. The informed permission of participants is the first step in the research's adherence to accepted ethical standards. This indicates that participants actively participate in the study and are fully aware of its goals and ramifications. To preserve participant privacy and identification, confidentiality is upheld. To avoid unauthorized access to or use of personal data, the study also conforms with data privacy laws. The integrity and moral soundness of the research are preserved by placing a high priority on minimizing harm to participants and upholding ethical norms. 22

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3.11 Time Plan Activities 1st to 2nd week 2nd to 3rd week 3rd to 4rth week 4rth to 5th week 5th to 6th week 6th to 7th week 7th to 8th week 8th to 9th week Choosing the research topic Background of the project Determining the aims, objectives, and Questions of the research Literature review Determining the methodology Scheduling the Time Plan Findings for the research Analyzing the collected Data 23

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3.12 Summary In summary, the study methodology carefully combines quantitative and qualitative techniques. It adopts a dual philosophical stance that combines positivism and interpretivism. To verify current hypotheses and produce fresh discoveries, the deductive and inductive procedures are used in harmony. A current view of IMC and consumer behavior in the UK online retail sector is captured by the cross-sectional design. A thorough investigation is ensured by the research strategy, which includes statistical tests and content analysis. Reliability, validity, and ethical issues are carefully considered. The goal of this methodological approach is to offer a reliable and analytical understanding of how IMC affects customer purchasing behavior in the UK online retailing market. 24

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References Al Hamli, S.S. and Sobaih, A.E.E., 2023. Factors influencing consumer behavior towards online shopping in Saudi Arabia amid covid-19: Implications for E-businesses post pandemic. Journal of Risk and Financial Management, 16(1), p.36. Chan, F., 2022. A Study of Social Media Influencers and Impact on Consumer Buying Behaviour in the United Kingdom. International Journal of Business & Management Studies , 3 (07), pp.2694-1449. Chen, C., Li, K., Teo, S.G., Zou, X., Li, K. and Zeng, Z., 2020. Citywide traffic flow prediction based on multiple gated spatio-temporal convolutional neural networks. ACM Transactions on Knowledge Discovery from Data (TKDD), 14(4), pp.1-23. Das, S.C., 2019. Conceiving innovative approaches to in-product communication (IPC) relating to product development, Integrated Marketing Communication (IMC) and marketing mix towards achieving better customer engagement and ROI (return on investment). The Business & Management Review , 10 (3), pp.453-457. Eger, L., Komárková, L., Egerová, D. and Mičík, M., 2021. The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective. Journal of Retailing and Consumer Services, 61, p.102542. Erhardt, T., Jensen, C.M., Adolphi, F., Kjær, H.A., Dallmayr, R., Twarloh, B., Behrens, M., Hirabayashi, M., Fukuda, K., Ogata, J. and Burgay, F., 2023. High-resolution aerosol data from the top 3.8 ka of the EGRIP ice core. Earth System Science Data Discussions, 2023, pp.1-21. Grasso, C., Goldhammer, H., Funk, D., King, D., Reisner, S.L., Mayer, K.H. and Keuroghlian, A.S., 2019. Required sexual orientation and gender identity reporting by US health centers: first- year data. American Journal of Public Health, 109(8), pp.1111-1118. Hennart, J.F., Majocchi, A. and Hagen, B., 2021. What’s so special about born globals, their entrepreneurs or their business model?. Journal of International Business Studies , 52 (9), pp.1665-1694. 25

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Joseph, K., Guy, J., Wakaruk, A., Sheppard, A. and McNally, M.B., 2019. Know your audience (s): Collaborating for copyright education. The International Journal of Open Educational Resources, 2(1). Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a digital world. Routledge. Kim, J.S. and Kang, J., 2022. Exploring the top-priority innovation types and their reasons. Foresight and STI Governance, 16(3), pp.6-16. Kiselova, H., 2019. Effective email marketing: an empirical study of the impact of personalized communication on customer engagement and purchase decisions (Master's thesis, Handelshøyskolen BI). Kitsios, F., Mitsopoulou, E., Moustaka, E. and Kamariotou, M., 2022. User-Generated Content behavior and digital tourism services: A SEM-neural network model for information trust in social networking sites. International Journal of Information Management Data Insights , 2 (1), p.100056. Koulouris, A.E., Edwards, R.R., Dorado, K., Schreiber, K.L., Lazaridou, A., Rajan, S., White, J., Garcia, J., Gibbons, C. and Freeman, R., 2020. Reliability and validity of the Boston bedside quantitative sensory testing battery for neuropathic pain. Pain Medicine, 21(10), pp.2336-2347. Kuntjoro, M.F.H.P. and Alvin, S., 2023. Examining Social Media Marketing Strategies for Building Brand Awareness: A Case Study of InstagramFoom.id. JurnalMultidisiplinMadani, 3(8), pp.1766-1771. Luck, E., Barker, N., Sassenberg, A.M., Chitty, B., Shimp, T.A. and Andrews, J.C., 2020. Integrated Marketing Communications . Cengage AU. MAHURKAR, D.P. and PATIDAR, H., 2023. Novel Outline Tracing Techniques for Leaf Species Identification from Shrouded Leaves. Romanian Journal of Information Technology and Automatic Control, 33(2), pp.75-88. 26

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Mainardes, E.W. and Freitas, N.P.D., 2023. The effects of perceived value dimensions on customer satisfaction and loyalty: a comparison between traditional banks and fintechs. International Journal of Bank Marketing, 41(3), pp.641-662. Mainardes, E.W. and Freitas, N.P.D., 2023. The effects of perceived value dimensions on customer satisfaction and loyalty: a comparison between traditional banks and fintechs. International Journal of Bank Marketing, 41(3), pp.641-662. Mengist, W., Soromessa, T. and Legese, G., 2020. Ecosystem services research in mountainous regions: A systematic literature review on current knowledge and research gaps. Science of the Total Environment, 702, p.134581. Mkansi, M. and Mkalipi, N., 2023. Natural Language Processing and Machine Learning Approach to Teaching and Learning Research Philosophies and Paradigms. Electronic Journal of Business Research Methods, 21(1), pp.14-30. Nath, U.M., Dey, C. and Mudi, R.K., 2023. Review on IMC-based PID controller design approach with experimental validations. IETE Journal of Research, 69(3), pp.1640-1660. Singh, R.K., Rathi, J., Gupta, S., Saini, A.K. and Qadri, A.K., 2023. A Study on Social Equity in the Education System: Exploratory Study in the Indian Education System Context. Integrated Journal for Research in Arts and Humanities, 3(4), pp.169-174. Stangor, C. and Walinga, J., 2019. 3.5 psychologists use descriptive, correlational, and experimental research designs to understand behavior. Introduction to Psychology. Vancouver Waheed, H., Hassan, S.U., Aljohani, N.R., Hardman, J., Alelyani, S. and Nawaz, R., 2020. Predicting academic performance of students from VLE big data using deep learning models.Computers in Human Behavior, 104, p.106189. Wang, J., Charles, Z., Xu, Z., Joshi, G., McMahan, H.B., Al-Shedivat, M., Andrew, G., Avestimehr, S., Daly, K., Data, D. and Diggavi, S., 2021. A field guide to federated optimization. arXiv preprint arXiv:2107.06917. 27

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Yadav, U.S., Gupta, B.B., Peraković, D., Peñalvo, F.J.G. and Cvitić, I., 2022. Security and privacy of cloud-based online online social media: A survey. In Sustainable management of manufacturing systems in industry 4.0 (pp. 213-236). Cham: Springer International Publishing. 28

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Chapter 2&3_1.edited

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