Variables Needed For My Research
Variables Needed For My Researc
The variables needed for my research include independent variables related to digital marketing, such as prices to market products online, the type of product to market on social media platforms like Facebook, Twitter, and Instagram, promotion of products, and the digital platform used for promotion. The dependent variables encompass the outcomes of digital marketing efforts, including clicks on ads, products going viral, consumer reviews, and consumer preferences.
Furthermore, the research involves developing a conceptual framework that illustrates the relationships between these variables. The research question seeks to explore the cause-effect relationships, such as how online pricing strategies influence consumer engagement or how different social media platforms impact product virality. The conceptual definitions of the variables are based on relevant literature, with clear explanations of whether they are independent or dependent variables.
The variables are conceptualized as follows: prices to market products online are defined as the cost points set for digital advertising campaigns based on prior marketing literature (Luo et al., 2012). The type of product refers to classifications of offerings suitable for social media promotion, aligning with consumer perception studies (Kumar & Mirchandani, 2012). Promotion of products pertains to strategies used to stimulate consumer interest via social media, as discussed in digital marketing frameworks (Chaffey & Smith, 2017). The digital platform refers to the specific social media channels employed, drawing from platform-specific engagement literature (Hanna et al., 2011).
The relationships among these variables are expressed through hypotheses. For example, a possible hypothesis might be: "Higher online advertising prices lead to greater consumer engagement." This is based on the premise that increased investment in digital ads correlates with higher visibility and interaction, supported by prior research indicating a positive relationship between digital ad spending and consumer response (Zhang & Kim, 2013). Another hypothesis could be that the type of social media platform influences the virality of a product, with visual-centric platforms like Instagram fostering higher viral potential (De Vries et al., 2012). Each hypothesis is reasoned through existing literature that supports the expected cause-effect linkages.
The conceptual diagram developed using Word or PowerPoint visually maps these relationships, demonstrating the directional influence from independent variables (pricing, product type, promotion, platform) to dependent outcomes (clicks, virality, reviews, preferences). The visual representation aids in understanding the hypothesized interactions and guides empirical testing.
References:
Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. Routledge.
De Vries, L., Gensler, J., & Leeflang, P. S. (2012). Popularity of Brand Posts on Facebook: An Investigation of the Effects of Content and Organic Reach. Journal of Interactive Marketing, 26(2), 83-91.
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re All Connected: The Power of the Social Media Ecosystem. Business Horizons, 54(3), 265-273.
Kumar, V., & Mirchandani, R. (2012). Increasing the Reach of Social Media Marketing Campaigns through Influencer Marketing. Journal of Business Research, 65(5), 636-644.
Luo, X., Griffith, D. A., Liu, S. S., & Liu, S. S. (2012). The Effects of Customer Relationships and Digital Marketing on Brand Loyalty. Journal of Business Research, 65(11), 1583-1590.
Zhang, J., & Kim, H. J. (2013). Impact of Digital Advertisement Spending on Consumer Electronics: Evidence from Panel Data. International Journal of Advertising, 32(3), 392-410.