Dissertation Final Draft

BA(Hons)
Business Management
The Effectiveness of Digital Marketing Tools on

Attracting Customers Within the Fast-Food
Industry
By
Ibrahim Al Mussaywi
Matriculation Number: S1918184
Department of Business Management
Word Count: 10624

Declaration
This dissertation is submitted in partial fulfilment

of the BA (Hons) Business Management
I declare that this dissertation is my own original

work and has not been submitted elsewhere in
fulfilment of the requirements of this or any
other award
Ibrahim Al Mussaywi
Signature: Ibrahim Al Mussaywi

Abstract
This dissertation investigates the effectiveness of digital marketing communication tools in

relation to organisations within the fast-food industry and how organisations can market
effectively to attract customers. The importance of the digital marketing was explored within the
study and it focused on how consumers perceive the digital marketing communication tools from
different channels of communication. Consumer perception of communication methods varied
from one method of marketing to another ranging from positives to negatives. Questionnaires
were used to gain an in-depth understanding with a mixed method to gain a better
understanding of participants to determine the effectiveness of digital marketing tools.
Throughout the study respondents were given different examples of digital marketing
communication techniques and had to react to them in relation to perceived intrusiveness,
dependability, trustworthiness, convenience, and entertainment value. Respondents reacted
differently to the methods however explained their thoughts of ways they would be more
willingly to accept these channels of communication. The intrusive factors were a significant
finding from these methods as respondents reacted negatively and this has been further
explained in the research.
Organisations throughout of the industry will need to understand how to market effectively in the
manner of achieving and attract customers into the business, throughout the study
recommendations and further implications has been explained on organisations and the
importance of how customers perceive digital marketing communication tools has been
established.
Acknowledgments
First of all, I would like to express my deepest gratitude towards my supervisor Pauline Bell who
has aided me throughout my whole journey of completing my dissertation with her endless
support. She has allowed me to challenge myself to do better and has gave me constructive
criticism on my work which has allowed me to present this dissertation. I really do owe Pauline a
lot of credit as she really allowed me to push myself to my limits and create this piece of work,
so I appreciate that.
I would further like to extend my appreciation for Julie Thomson as my personal tutor, she has
helped me overcome barriers throughout this year especially with the recent pandemic. I was
able to look towards her for support and if I had any issues, she was always there to reassure
me that things would get better.
I would also like to further extend my appreciation to my family as throughout this whole online
learning it has been very hard to keep myself motivated. My family has been around me to
support me and give me the time that I needed in order to complete my dissertation and for that
I am very grateful.
Contents
Declaration..................................................................................................................................................2
Abstract.......................................................................................................................................................3
Acknowledgments......................................................................................................................................4
Chapter 1: Introduction...............................................................................................................................8
1.1 Background..................................................................................................................................8
1.2 Rationale for the Study.................................................................................................................9
1.2.1 Research Issue.........................................................................................................................10
1.3 Aims & Objectives.......................................................................................................................10
1.4 Overview of the Research Methodology Adopted...........................................................11
1.5 Structure..................................................................................................................................11
Chapter 2: Literature Review....................................................................................................................12
2.1 Introduction............................................................................................................................12
2.2 Online Marketing Communication..............................................................................................12
2.2.1 Search Engine Marketing.........................................................................................................13
2.2.2 Online Public Relations............................................................................................................14
2.2.3 Online Partnerships..................................................................................................................15
2.2.4 Display Advertising..................................................................................................................15
2.2.5 Opt-in Email Marketing...........................................................................................................15
2.2.6 Social Media Marketing...........................................................................................................16
2.3 Online Marketing....................................................................................................................16
2.3.1 Reach........................................................................................................................................18
2.3 .2 Act...........................................................................................................................................18
2.3 .3 Convert....................................................................................................................................19
2.3.4 Engage......................................................................................................................................19
2.4 Effectiveness of Digital Marketing Communication Tools...........................................................19
Chapter 3: Methodology...........................................................................................................................20
3.1 Introduction................................................................................................................................20
3.2 Research Purpose.......................................................................................................................21
3.3 Research Philosophy...................................................................................................................22
3.4 Research Approach.....................................................................................................................23
3.5 Research Strategy......................................................................................................................24
3.6 Data Collection...........................................................................................................................24
3.6.1 Primary Research.....................................................................................................................24
3,6.2 Secondary Research.................................................................................................................24
3.6.3 Quantitative Information & Qualitative Information.............................................................25
3.7 Time Horizon..............................................................................................................................25
3.8 Sample Size & Pilot Stage...........................................................................................................26
3.9 Limitations of Methodology.......................................................................................................26
3.10 Ethical Issues............................................................................................................................27
3.11 Summary..................................................................................................................................27
Chapter 4: Findings and Discussion..........................................................................................................28
4.1 Introduction................................................................................................................................28
4.2 Age of Respondents....................................................................................................................28
4.3 Online Behaviour........................................................................................................................28
4.4 Digital Marketing Communications............................................................................................29
4.4.1 Social Media Marketing Within the Fast-Food Industry.........................................................29
4.4.2 Email Marketing Within the Fast-Food Industry.....................................................................31
4.4.3 Push-Notifications Within the Fast-Food Industry...................................................................34
5.0 Conclusions..........................................................................................................................................35
5.1 Introduction................................................................................................................................35
5.2 Research Objectives: Summary of Findings and Conclusions.......................................................36
5.2.1 Research Objective 1................................................................................................................36
5.3 Strengths & Recommendations..................................................................................................39
5.4. Limitations & Further Implications............................................................................................39
References.................................................................................................................................................41
Appendices................................................................................................................................................51
APPENDIX A Eating out Market Summary........................................................................................51
APPENDIX B......................................................................................................................................52
Appendix C.......................................................................................................................................53
Appendix D.......................................................................................................................................53
Appendix E.......................................................................................................................................54
Appendix F.......................................................................................................................................54
Appendix G.......................................................................................................................................55
Appendix H.......................................................................................................................................56
Appendix I........................................................................................................................................57
Appendix J........................................................................................................................................57
Appendix K.......................................................................................................................................58
The Questionnaire............................................................................................................................58
Appendix Ethics Form.......................................................................................................................68
Appendix Supervisor Meetings.........................................................................................................68
Chapter 1: Introduction
1.1 Background
This dissertation will investigate the fast-food industry and how effective digital marketing
communications tools are towards helping organisations reach customers. The research
question at hand is to what extent does digital marketing methods contribute to an
organisation’s success.
Digital marketing has taken over and traditional marketing has lost its presence (Yasmin et al,
2015; Chaffey & Ellis-Chadwick, 2019; Tiago & Veríssimo, 2014). Whether or not digital
marketing is the strongest advertising strategy and goes far beyond traditional marketing is the
topic of considerable debate. The concept of Digital Marketing can be defined as “Achieving
marketing objectives through applying digital media, data and technology” (Chaffey & Ellis-
Chadwick, 2019, p.6). Digital marketing has allowed companies to reach many customers on
many different social media platforms due to interactive real-time and rapidly changing
technology. (Wind & Mahajan, 2002). Digital marketing also relates to how companies can use
online channels to keep their customers purchasing, and this is known as the digital marketing
communications part. It helps organisations to keep in contact with their customers by taking
advantage of and using a wide variety of social media channels and encourages corporations to
develop a deeper partnership that will be advantageous in the long run (Mulhern, 2009).
Digital marketing allows companies to meet customers in less time and at a lower cost than
conventional marketing (Vries et al, 2012; Hajli, 2013). Social media marketing is an important
component of digital marketing. Several researchers concluded that social networks have a
beneficial impact on companies perceptions of consumers (Kim & Ko, 2012; Laroche et al,
2012).
The size of the UK eating-out industry grew by 23 percent between 2014 and 2019, to hit £76.8
billion (Caddy, 2020). Growth in this sector over the last few years can be seen in Appendix A.
The information displays the size of contribution that takeaway industry has within the country’s
economy and organisations must understand and capitalise on the opportunities which is
provided due to the size of the market.
1.2 Rationale for the Study
In 2020, over 3.6 billion people around the world used social media to communicate with other
people online and digitally socialise. In 2025, the number is projected to rise to approximately
4.41 billion globally (Clement, 2020). Facebook has passed one billion registered accounts as
the first social network and currently has around 2.7 billion monthly active users, making it the
world's most common social network (Clement, 2020). The recent emergence of online social
networks is one of the principal developments in human interaction. The rapid creation of web-
based networks that enable online social networking has significantly altered the essence of
human behaviours, environments, and experiences. Social connections have moved to the
virtual world leading to online communities bringing people together from all over the world.
(Budden et al, 2007).
Technological developments have changed the way consumers and businesses interact with
each other and challenged the traditional method of transactions and communication
management between customers and businesses (Ozuem, 2008). It is important to consider the
advantages and disadvantages of traditional and modern channels and to turn them into
efficiency from the point of view of the manager when evaluating these emerging technologies
(Danaher & Rossiter 2011). According to Teo (2005), they have found that the company does
not use the full potential of online marketing tools, although they are successful in the
performance of the organisation. Due to the multitude of potential measures for evaluating
effectiveness, the measurement of marketing effectiveness poses a range of difficulties (Martin
et al, 2011). Chaffey (2007, p.228) critically explains effectiveness as “doing the right thing
means conducting the right activities and applying the best strategies for competitive
advantage”.
The transformation of the industry and marketing practises is the most interesting consequence
of the emergence of technology and consumers convenient access to it. The modern consumer
wields considerable influence, and the interactive mechanism of online media, content, and
communication has an effect on them. Customers have little faith in the corporate message and
brand, and traditional marketing and communication tools strengths are dwindling (Lee, 2012).
Marketers are increasingly forced to function in a complex and changing environment where the
media and the message are no longer fully controlled (Chaffey et al, 2009).
Ščeulovs, & Gaile-Sarkane (2010, p.775) have stated that “E-commerce has now become a key
component of many companies in the daily running of their businesses. Baker & Hart (2016)
agrees that the value of e-marketing in all marketing fields, from strategy and planning to
marketing analysis, goal setting, customer behaviour, marketing communications and marketing
mix, must be carefully assessed and assimilated by marketers, where necessary.
1.2.1 Research Issue
The question of the effectiveness of online resources arises because the Internet has altered
not only the way businesses conduct business, but also the behaviour of users when shopping
or searching for information. Businesses must consider online marketing tools, and marketers
must balance the economics of their advertising practises with their effectiveness (Kierzkowski
1996). Today's and future marketers will need to develop new awareness, skills, and strategies
in order to not only understand the changing and technologically enabled marketing
environment, but also to understand and engage with the new customer (Kannan & Li, 2017).
Because of the rapid increase and development of new technologies and social media,
organisations may lack expertise in the field of social media, making it difficult to keep track of
and benefit from these changes. Because of recent changes, I've been motivated to examine
this topic and the key changes that have occurred over the years of research conducted in the
field of digital marketing.
Online marketing effort consists of five processes starting from the existing online marketing
study (Kierzkowski et al, 1996). These factors are: attract, maintain, engage, learn and relate.
Within this analysis it will focus on the attracting aspect of online marketing activities that
contribute to new customers being introduced.
1.3 Aims & Objectives
The aim of this investigation is to evaluate the effectiveness of attracting customers using online
marketing communication tools and how fast-food organisations use them to gain competitive
advantage.
This investigation will aim to:

1. To understand the different types of Digital Marketing Communications (DMC) tools that
organisations can use.
2. Identify the techniques that organisations can use to attract customers through the
different methods of DMC tools within the fast-food industry.
3. Analyse the perception of (potential) customer towards digital marketing of fast-food
companies.
1.4 Overview of the Research Methodology Adopted
Research methodology refers to the procedures or techniques used to identify, select, process,
and assess a topic's knowledge. The analysis for the dissertation will be carried out with
questionnaires to obtain an understanding of the effectiveness of Digital Marketing
Communications tools within the fast-food industry. When it comes to the nature of the methods,
this study will be carried out using a deductive methodology. Deductive research is the creation
of a hypothesis based on theory. The approach to research is directed at validating the
hypothesis, which allows a comparison of findings with theories (Wood & Welch, 2010;
Woiceshyn & Daellenbach, 2018)
Deductive approach can also be referred to “Top-to-Bottom” approach as theory about the topic
of interest is examined then it is narrowed down to a hypothesis that can be tested (Trochim,
2020). This will allow the researcher to further narrow it down to collect observations to address
the hypothesis then ultimately leading to the goal of confirming the theory. This method can be
used for researchers to gain qualitative research, questionnaires can be used and will enable
the researcher to gain a deeper understanding to the underlying issue.
1.5 Structure
This dissertation is organised as follows: following the introduction of Chapter 1, which provides
the context and justification for the report in addition to a brief description of the research
methods to be followed, aims and objectives were also specified, stating that questionnaires
would be most suitable.
Chapter 2 is a literature review that discusses the primary ideas, principle and concepts that will
play a key role in the investigation. After a comprehensive and thorough analytical review of the
literature, the dissertation will investigate the effectiveness of digital marketing tools within the
fast-food industry.
Chapter 3 describes the method used to obtain knowledge in the chapter and an analysis of the
strengths and weaknesses of the method selected. This section also addresses any ethical
concerns that the study may face.
Chapter 4 includes a detailed explanation of the research findings, using quantitative and
qualitative analysis, questionnaires, this can be done. In comparison with the literature
discussed in the literature review, the results will discuss key observations and discussions
related to the effectiveness of digital marketing communication tools to attract customers to the
business. The dissertation ends with the summary of the findings and recommendations.
Chapter 5 will consist of results relating to the research, with strengths, weaknesses, and
recommendations for potential study recommendations for digital marketing in this chapter.
Lastly, there will be a list of references and appendices to display the information which was
researched.
Chapter 2: Literature Review

2.1 Introduction
The purpose of the chapter of the Literature Review is to critically examine existing academic
literature relating to the theory of Digital Marketing Communications (DMC). This dissertation
will be focused on finding how effective DMC tools are in relation within consumers within the
fast-food industry. characteristics such as perceived intrusiveness, dependability,
trustworthiness, convenience, and entertainment value in relation to different DMC methods will
be looked at to gain a further understanding on consumer perceptions.
2.2 Online Marketing Communication
Online marketing techniques enable customers to visit a site in digital media to connect with the
brand or product and ultimately shop online or offline using traditional media channels to meet
brand recognition, familiarity, optimistic objectives, and determine the desire to buy in order to
meet brand recognition, familiarity, optimistic objectives, and determine the desire to buy
(Chaffey & Ellis-Chadwick, 2019). Organisations may have excellent content, innovative and
appealing design on their website, but the consumer may be unaware of it due to incorrect or
ineffective online marketing as a result business should begin their online marketing campaign
by focusing on attracting first-hand visitors to the company's website. Baltes (2016) also
discussed how, when compared to the traditional marketing mix, the introduction of goods,
comparative and indirect pricing of consumer rates, the simplicity of distribution networks, and
the reduction of distribution costs have all undergone significant changes.
Chaffey & Ellis-Chadwick (2019) have identified various online marketing communications
techniques used by organisations to support and improve their online presence. As it can be
seen in Figure 2 there are six different techniques which organisations can utilise to market
effectively.
Figure 2: Six Categories of Digital Marketing Communications Tools or Media Channels
Source: Chaffey & Ellis-Chadwick (2019, p28).
2.2.1 Search Engine Marketing
Search Engine Marketing aims to boost the page ranking of a website to be seen at the top of
the charts and thereby attract new customers and increase web page traffic (Ramos & Cota,
2008). Wu et al (2005) states that day-to-day searches are becoming more prevalent and
search engines visit more than half of all users. Search engines play a vital emissary role for
these reasons between companies that want to be seen on the internet and their target
customers. Skiera et al (2010) and Terrance et al (2017) note that the most common digital
advertising tool among advertisers is Search Engine Marketing. Dou et al (2010) reiterates that
e-commerce organisations can utilise search engines to establish a brand role in the digital
market.
2.2.1.1 Search Engine Optimisation (SEO)
Optimising the search engine is a strategic approach to exploit a website's popularity and
placement in the search results. A website with content that at least potentially can encourage
traffic should be a potential beneficiary for a website to take advantage of SEO practice (Davis,
2006). Buyers using search engines appear to trust and click links shown at the top of the
search results page to look for information however, most online retailers do not invest in search
engine optimisation (Sen, 2005).
Organisations with the best engine ranking would draw more website users. SEO's main
purpose is to attract more traffic to the website by enhancing the ranking of the search engine
(Kent, 2012). Organisations need to understand the importance with correctly implementing
SEO producers to target potential new customers.
2.2.2 Online Public Relations
Chaffey & Ellis-Chadwick (2019) identify online public relations as trying to maximise favourable
feedback on third-party websites that are likely to be visited by your target audience regarding
your business, brands, products. This also involves, reacting to adverse mentions and
performing public relations through a social media platform.
Hurme (2001) identifies that organisations have two roles when conducting public relations. One
activity includes generating messages, disseminating messages through various media
platforms to viewers, consumers, and stakeholders. The other concerns the planning and
implementation of methods for communication
2.2.2.1 Online Communities & Social Media
The value of building a strong online community through social media platforms needs to be
recognised by organisations as it helps promote interaction and helps create trust between
companies and customers (Vries et al, 2017). To retain customer engagement within the brand,
social media encourages organisations to keep in contact with its customers and enables
companies to establish a deeper connection.
2.2.3 Online Partnerships
Online partnerships can be defined by Chaffey & Ellis-Chadwick (2019) as developing and
maintaining long-term agreement to promote online services and third-party websites or through
email communications.
2.2.4 Display Advertising
Chaffey & Ellis-Chadwick (2019) identify display advertising as using online advertisements
such as banners and rich media ads to increase brand awareness and promote click-through
rate to the target site.
Recent studies and discussions have been collected to decide if online ads are successful or
inefficient. McCoy et al. (2007) argue that recent internet ads have been identified as unreliable,
forgetful, ineffective, and intrusive. This point is further back up by Goldfarb & Tucker (2011) by
stating that interactive ads that fit all website content are obtrusive and do worse with growing
purchasing intent.
2.2.5 Opt-in Email Marketing
The fastest rising communication technology in history is emerging. E-mail has become an
important part of everyday life (Grimes et al, 2007). E-mail shares a relatively close connection
with the Internet, with many of the internet interactions including the use of e-mail (Dufrene et al,
2005). E-mail acts as a critical networking mechanism for handling consumer relationships. In
addition, such two-way interactions will occur in real time (Reimer et al, 2016; Chittenden &
Rettie, 2003; Mulhern, 2009).
There is an equally similar relationship between e-mail marketing and online shopping. It not
only drives website traffic, but also affects the purchasing momentum on online websites
(Dawson & Kim, 2010). It has been noted, according to Jackson & DeCormier (1999), that e-
mail marketing has helped marketers create relationships and real customer engagement. This
explains that email marketing will make it possible for marketers to purchase or even retaining
customers.
2.2.6 Social Media Marketing
An issue for corporations is social media marketing. It allows companies to build a platform for
communication with their customers, promote their products, raise awareness of the brand, and
increase customer loyalty (Saravanakumar & SuganthaLakshmi, 2012). Since it is a two-way
channel, management of this communication needs commitment and consideration. Social
media marketing is a major digital marketing concept that involves promoting interaction on the
company's own website with consumers or social presences such as Twitter or Facebook
(Chaffey & Ellis-Chadwick, 2019).
2.3 Online Marketing
Internet growth has led to new business changes and provided a new digital and social
networking channel for companies to engage with customers. Shih & Hu (2008) note that the
Internet is a powerful factor for businesses, and marketing departments need to use it
appropriately to attract new customers and maintain existing ones. This view is supported by
Bush el al (2000) by reiterating that the remarkable development of technology and its unique
features have gained the attention of the marketing world. The digital marketing strategy builds
on and adapts from traditional marketing concepts, enabling companies to take advantage of
opportunities, but also to consider the threats that technology and social media can pose
(Wanjiku, 2014). There has been a significant amount of research carried out over the years
leading to the developments in the changes from traditional to digital marketing (Durmaz, &
Efendioglu, 2016; Tiago & Veríssimo, 2014). This is referred to as a change from 3.0 to 4.0. In
driving intervention and advocacy, digital marketing plays a vital role, since digital marketing is
more reactive than traditional marketing (Kotler et al, 2017; Vassileva, 2017).
Wsi (2013) describes digital marketing as innovative marketing, by using data-based distribution
mechanisms, for the timely, relevant personalised and cost-effective access of consumers and
customers. To generate results for companies, digital content such as usability, navigation and
speed are defined as the key marketing characteristics (Koiso-Kanttila, 2004). The use of word
of the mouth (WOM) in social media and popularisation of the web are alternate attempts to
achieve by digital marketing (Trusov et al, 2009). In addition, WOM is involved in the
development of new members and increasing website traffic, which in return increases the
marketing visibility. The interactive marketing component that allows businesses to remain
linked with current and new customers can be a major benefit of digital marketing (Todor, 2016).
Kierzkowski et al (1996) have studied the application of interactive methods in the marketing of
new media and how businesses do not take advantage of these possibilities and have indicated
that companies will not achieve a competitive advantage if they do not adopt the much more
effective strategies. It is important to understand the effectiveness of digital marketing behind
such results and how the recognition of companies in their industry can significantly be
increased. The constant, interactive, and dedicated digital marketing being carried out will also
affect youth, for example teenagers. Montgomery & Chester (2009) have identified unique
features that make teenage marketers appealing online and catch their attention, such as
content development, networking, interaction, and immersion. These features distinguish online
media from more traditional media such as television advertising in a keyway and show that
new digital marketing tactics are critical drivers for those who market to young consumers.
Relating back to Kierzkowski et al (1996) they note for business to thrive in the online market,
they would need to understand different digital marketing these five factors are: Attract users,
engage users in interest and involvement, attract users and ensure their return to the
application, learn about their interests, and appeal to them to have a form of personalised
relationship. Chaffey (2020) further agrees with Kierzkowski model and has defined 4 different
steps of engagement within the customer lifecycle which can be seen in Figure 1.
RACE is a practical tool to help businesses track and enhance the success of digital marketing.
It requires digital marketing initiatives that are mostly ignored in favour of initiating new products
and promotions in the life cycle of consumers (Chaffey, 2020).
Figure 1: RACE Framework
Source: Chaffey (2020) Introducing the Race Framework: a practical framework

to improve your digital marketing
2.3.1 Reach
To reach the public by taking visitors to various online sites such as the principal website and
social networking sites, they need to raise awareness of a brand, their products and services
through other websites and media outlets. (Chaffey, 2020).
2.3 .2 Act
Interact is shortened down to Act. It is a distinct stage because it is a massive challenge for
online marketers to foster ties to websites and social media to generate leads. It is a matter of
convincing potential customers to take the next step when they first join a website or social
network presence. This means building leads for many forms of organisations (Chaffey, 2020).
2.3 .3 Convert
Convert can be defined as the next significant move that allows organisations to attract
consumers into being paid customers, whether the payment is taken online or offline.
2.3.4 Engage
This is an ongoing commitment to develop a good relationship with first-time customers to build
trust as frequent buys by means of on-site posts, social media, e-mail, and direct connections to
increase customer value over time (Chaffey, 2020). Repetitive acts, such as repeated
purchases and social media exchange of information can allow it to be measured.
2.4 Effectiveness of Digital Marketing Communication Tools
Throughout recent research which was conducted and expressed by Danaher & Rossiter (2011)
they have developed a list of 13 characteristics to evaluate channel and communication
effectiveness that identify and measure channel effectiveness in communication. From the study
they placed a lot of focus on the media in which the messaged is conveyed and the essential
role of social media and the efficiency of communication methods which were utilised. The
characteristics were listed as: Disruptive, Easy to reject, Difficult to ignore, Time-consuming,
Annoying, Appropriate, Reliability of information, Entertaining, Acceptable, Convenient,
Informative, Trustworthy and Enjoyable.
Attributes Description
Disruptive How disruptive do you find information sent
by organisations?
Difficult to ignore How difficult it is to disregard messages from
businesses?
Time-consuming How time-consuming do you think business
communication techniques are?
Annoying Do you consider the information to be
disturbing?
Easy to reject How easy is it to disregard the information
from organisations?
Appropriate How suitable is the information towards you?

Reliability How reliable do you consider the information
you received?
Entertaining Do you find the methods of communication
entertaining?
Acceptable How acceptable are you to receiving
communications from organisations?
Convenient Is the information convenient to you?
Informative How informative do you find the information?
Trustworthy How trustworthy do you consider the
information which is perceived?
Enjoyable Do you find the information to be enjoyable?
Seock & Norton (2007) explicitly relate buying intent to the safety and integrity of websites and
analysis of the data. But they claim that repeated transactions increase the positive sense of
this attribute. Nicholas et al. (2003) have discovered that disruptive marketing explicitly links
brand trust to decline. For marketing managers, the performance issue is more complex
because data can be measured in a variety of ways and the outcomes can have a multitude of
interpretations. Adam et al. (2009) discovered that conventional marketing campaigns and
online marketing are distinct components of successful marketing that require different
evaluation methods.
A close correlation between customer intention and response has been established by major
studies in advertisement and media communication. In the consumer response to a marketing
campaign, Krishnamurthy (2001) indicated an individual's willingness to actively participate in a
two-way exchange with marketers. Instead of the users intention, the consumer response
describes the users actual behaviour (Kent & Brandal, 2003). An individual who has developed
a favourable attitude toward the sender is more likely to be drawn to the organisation (Martin et
al, 2003). However, if the organisation is seen to be using false messages in order to attract
customers, then the user may react in a negative manner and click away or even scroll past it
(Cho & Cheon, 2004).
Chapter 3: Methodology
3.1 Introduction
This chapter aims to justify the methods used for the analysis and emphasise the main
characteristics of research design. These are defined for each approach selected with
explanation. This chapter within the research will focus on the details which are used for rational
explanations for the approaches chosen to obtain the necessary data for the study.
Saunders et al (2019) presented the onion model framework. The frameworks help explain the
different phases of writing a dissertation to help researchers establish a more organised
methodology. The research onion model symbolises the way the different elements involved in
the research to decide the final design of the research (Figure 3).
Figure 3
Source: Saunders et al (2019, p174)
3.2 Research Purpose
Research purpose falls under three different forms of analysis these being descriptive,
exploratory, and explanatory. Depending on the kind of research questions and the focus of
study the purpose must be identified to allow researchers to understand why investigation is
being undertook.
Descriptive analysis is designed to provide data which describes the characteristics of the
research topic, descriptive analysis is intended to represent an exact profile of individuals,
activities or circumstances and it is important to examine or explain prior information about the
situation (Dulock, 1993). The descriptive purpose is used if the issue of analysis is well
organised, the challenge with a descriptive analysis is to create a map of a hypothetical reality
as accurate as possible (Arbnor & Bjerkem, 2008).
Saunders et al (2019, p186) defined exploratory studies as “Valuable means to ask open
questions to discover what is happening and gain insights about a topic of interest. An
exploratory study is useful when trying to figure out what is going on, and Saunders et al (2019)
go on to say that it is especially useful if you want to clarify your understanding of a problem,
such as if you are unsure of the exact nature of the problem. The goal of the exploratory
analysis is to generate a more comprehensive statement of the problem that can be used to
generate more knowledge about the issue. Kolb (2008) notes that exploratory research can be
used to examine and test market perceptions, views, values, and opinions in relation to the
research issue.
Explanatory study can seek an explanation, typically but not necessarily in the sense of a causal
interaction, situation, or issue. Explanatory research is more interested in examining the
situations or the problem of explaining the relationship between variables (Saunders et al,
2019).
3.3 Research Philosophy
The philosophical basis of a research approach would theoretically affect the advancement of
research. In-depth opinions and expressions, for example, focus qualitative analysis
(Tashakkori & Teddlie, 2009). Quantitative research, by contrast, is based on numbers and
figures (Quinlan et al, 2019). Saunders et al (2019) discussed different philosophy models which
can be used to base ideology from, a pragmatism approach is one of them. The philosophy of
pragmatism interpretation accepts only theories that justify actions. Pragmatism recognises that
there are many diverse world views and science practises, that no one viewpoint can ever
provide the full picture, and that different truths will exist (Saunders et al, 2019). The mixed
methods of the dissertation indicated that pragmatism is the best methodology for this study,
there is less impact on the philosophic assumptions for the conduct of research methods (Scott
& Briggs, 2009). By doing so, researchers are less constrained in terms of how they will carry
out analysis. Here pragmatism considers "what works" in response to research questions
(Johnson, & Onwuegbuzie, 2004).
3.4 Research Approach
There are two different types of approaches which researchers can undertake those being
inductive and deductive. Deductive research is the creation of a hypothesis based on theory.
The approach to research is directed at validating the hypothesis, which allows a comparison of
findings with theories (Wood & Welch, 2010; Woiceshyn & Daellenbach, 2018). Deductive
approach can also be referred to “Top-to-Bottom” approach as theory about the topic of interest
is examined then it is narrowed down to a hypothesis that can be tested (Trochim, 2020). This
will allow the researcher to further narrow it down to collect observations to address the
hypothesis then ultimately leading to the goal of confirming the theory. Inductive research on the
other hand works the opposite way. Inductive research starts with special observations and
measures induced by reasoning, this allows the researcher to detect patterns and regularities,
formulate some timely hypotheses which can be explored and then draw some general theories
or conclusions (Saunders et al, 2019). This can be referred to as the “Bottom-to-Top” approach
by Trochim (2020).
Figure 4 Top-to-Bottom & Bottom-to-Top Approach
Source: Trochim, (2020)

Referring the inductive approach method to the dissertation it fits the aim as it seeks to find an
understanding of how fast-food organisations can use DMC tools to attract customers.
Research can be gathered, and researchers can look for patterns and analyse data then begin
to work on developing theory that could explain the different patterns relating to the study. This
will be based on the perception and opinion formulated around digital marketing techniques
used by fast-food organisations by questioning consumers based on Danaher & Rossiter (2011)
attributes theory which was recently explained.
3.5 Research Strategy
As previously explained the dissertation aims to understand the effectiveness of digital

marketing communication tools and how fast-food can use them tools to attract customers.
Referring to the research onion model by Saunders et al (2019) a survey strategy would be best
suitable to undertake this research to understand the perception which is received by customers
when they are exposed to DMC tools. The methodology of the survey applies to a variety of
methods that emphasise objective analysis in which data is gathered by procedures and
interpreted using statistical techniques (Gable, 1994). Saunders et al (2019) noted that the
collected data can be used to indicate possible reasons for specific relations among variables
and to build the models of these relationships.
3.6 Data Collection
In reference to the Saunders et al (2019) onion research model, a mixed method approach has
been chosen to collect data in relation to the effectiveness of DMC tools on how fast-food
organisations use it to attract customers. A mixed-method approach is when the researcher in a
study incorporates both qualitative and quantitative approaches to data collection and analysis
(Creswell, 1999). Researchers are motivated to develop a broader range of research skills as
mixed research methodologies combine and integrate quantitative and qualitative methods
(Molina-Azorin, 2016).
3.6.1 Primary Research
Primary research is information, which is gathered first-hand by the researcher, this is

information which is new and can allow the researcher to critically analyse the respondent’s
answers (Saunders et al, 2019). Primary research methods which can be used are interviews,
survey, questionnaires.
3,6.2 Secondary Research
Secondary research includes the examination of data that has already been gathered by
different researchers, this is information that has already been discovered and is second hand
(Saunders et al, 2019). A main advantage as to why researchers may use secondary data is
that is saves them a significant amount of time and money (Quinlan et al, 2019). The university
offers a range of high-quality journals, this enables students to perform secondary analyses
conducted by professional scholars. However, secondary analysis may be adverse as the
purpose of secondary information cannot be compatible with research aims (Saunders et al,
2019).
3.6.3 Quantitative Information & Qualitative Information
The purpose of quantitative analysis is to measure data using statistics and numbers. The
questionnaire is a tool that can be used by researchers to obtain measurable information. The
questionnaire contains a list of questions to be answered by a given audience and these
questions are designed to gain knowledge of how individuals feel, think, or do in relation to the
objectives of the research (Quinlan et al, 2019). Closed-ended questions are one type of
question that can be used, and this is where respondents are asked to select from a list of
possible answers (Goddard & Melville, 2004). There can be various options for closed
questions, and this is where respondents are asked either to choose one answer or to choose
multiple responses (Kothari, 2004)).
Qualitative research relies on the interpretation of terms for an explanation of the actions and
beliefs of a given context, concepts/theories originate from evidence which is gathered (Bryman,
2012). The other way round is open-ended questions, since participants can answer the
questionnaire in any way they choose, and this is helpful if the answer is controversial or if more
detail is needed. The use of open questions makes it possible to ask challenging questions that
could reveal the experiences, understandings and expectations of the social process and
circumstances of individuals (McGuirk & O'Neill, 2016).
3.7 Time Horizon
Saunders et al (2019) defines two cross-sectional and longitudinal horizons in the research

onion framework. The cross-section time horizon, most used, shows the study that is obtained
at one time (Saunders et al., 2019). Whereas longitudinal findings over a longer period may be
found. As the study for this research takes a short period of time, the longitudinal horizon would
be too long, and a cross-sectional horizon would be most appropriate to adopt within the
dissertation.
3.8 Sample Size & Pilot Stage
The purpose of the questionnaire was to target respondents who were up to date with digital
marketing and observed the various communication strategies used to target them by fast-food
organisations. Therefore, the focus of the study was limited to individuals who are familiar with
the internet and use social media every day. The respondents were initially screened to ensure
that they were at least 18 years old, had regular access to the internet, and were involved on
social media.
The aim of the pilot test is to refine the questionnaire so that respondents will have no trouble
answering the questions and recording the data will be easy. As guided by Saunders et al
(2019) a convenience sample of 10 participants of the intended sample size was used as pilot
stage to test the wording and sequence of the questionnaire. After the pilot, a few changes were
made to how the result were going to be analysed and more questions in relation to qualitative
were added to gain a better understanding on the effectiveness towards consumers.
3.9 Limitations of Methodology
The limitations of a particular study include potential flaws usually beyond the scope of the
researcher. A main limitation of the study was the nature of the respondents and their activity
with the use of digital marketing, the age differences can possibly give different answers as they
may perceive it differently. Within the study the respondents who are targeted to undertake the
questionnaire will be consumers who are active on social media platforms and are consumers of
fast-food organisations. Therefore, perspectives from different types of customers who are
active and are not active may differ to the attributes which are referred to in the Danaher &
Rossiter (2011) attribute model.
3.10 Ethical Issues

Gregory (2003) offers the main ethical criteria that the researcher would consider, and the
concept defined was that the consent should be granted on the grounds that the consent should
be optional and not compulsory from individual to individual. Moreover, Israel & Hay (2006) point
out that protocols for ethical research help researchers appreciate the need for research. Many
of the study participants are also more prepared to take part in the research. Ethics was
described by Punch (2013) as the study of good, correct, and virtuous courses of action can be
approached from various points of view.
Ethical considerations will be followed by an ethics form which is provided by the Glasgow
Caledonian University which will need to be approved by our supervisor allowing us to proceed
with our research. Participants within the study will need to provide informed consent this could
either be oral or written to acknowledge the fact they are taking part within a university study.
The anonymity of participants is important if research is not conducted then the results of the
analysis may be discredited (Katz, 2007). The researcher must ensure that no one, except the
researcher and his academic advisor, has access to the data. The participant consent form is
therefore given to all participants prior to conducting the analysis for this paper. The consent
form can be shown in Appendix B.
3.11 Summary
This chapter was intended to clarify the methods used in the study based on the Saunders et al onion
research framework (2019). The table below will summarise the chosen methods.
Research Process Method Approached

Philosophy Pragmatism
Approach Inductive
Strategy Survey
Choice Mixed Methods
Time-Horizon Cross-Sectional
Data Collection Methods Questionnaires – to gain an understanding from
the perceptions of digital marketing
communications tools from customers.
Quantitative & qualitative
Secondary Research- Journals/Articles
Chapter 4: Findings and Discussion

4.1 Introduction
This chapter's aim is to present and analyse the findings of this investigation as revealed by the
questionnaires distributed to respondents. The data was gathered by distributing 100
questionnaires to fast-food industry consumers who were active buyers. The information was
gathered by using online social media sites and targeted people who were consumers within the
fast-food industry. The reviewed data will be compared to the literature gathered in Chapter 2:
Literature Review when reporting on the empirical research findings. The results of the
questionnaires will be presented in graphs and charts.
The questionnaire provided for the collection of qualitative and quantitative data, as well as the
opportunity for customers to express their opinions about the various types of DMC tools used
by organisations to attract them into their organisation.
4.2 Age of Respondents
The questionnaire was distributed via social media platforms such as Facebook, Twitter, and
LinkedIn. The researcher targeted customers who were online and interested in purchasing food
from websites such as JustEat, Deliveroo, and FoodHub, as this suggests that they were
affected in some way by digital marketing communication tools. According to Appendix D, the
majority of those who completed the questionnaire were between the ages of 18 and 22, with a
total of 57 respondents. The least scoring age groups within this study was identified from the
ages of 29-39 with a total of 16 responses. The information was conducted in regard to the 100
responses.
4.3 Online Behaviour
Throughout the questionnaire, respondents were asked to explain their online behaviour to
obtain a better understanding of what motivates them to use various social
media/communication channels. The question “How much time do you spend on the internet per
day?” was asked in Appendix E to gain insight into the time spent on these sites. The most
popular response was 3-4 hours per day, which was provided by 44 of the respondents,
accounting for 37.9 percent of the total. The average mean time for this finding was calculated
from the 100 responses and it is 6 hours. Respondents were asked to describe their online
surfing routine and why they use social media in general, many responses included that
consumers enjoy staying in contact to friends/family, keeping up with new trends, using social
media for entertainment purposes and buying product/services online.
“Facebook to keep in touch with friends from all over the planet, Instagram to be nosy,
YouTube and Amazon Prime for entertainment” (Male, 23-28).
“Wake up probably check social media’s and reply to messages or to what people have sent
me, check up on people close to me and that I care about. I like to keep up to date whether
than be with real world news, sports or even gaming related news” (Male, 23-28).
“I use social media to communicate with others and pass time. Often look through it for ideas
or information related to me through suggested feeds/explore pages etc” (Female, 18-22).
When identifying the responses, personal e-mail and social networking are the first places to
visit online in the form of Facebook, Twitter, Instagram, consumers like to stay in touch as soon
as they are awake and want to be known to any new trends.
4.4 Digital Marketing Communications
The results received from respondents referring to the attributes discovered by Danaher &
Rossiter (2011) in relation to SMM, Email Marketing and Push-Notifications. Respondents were
asked to identify which DMC tools that they were aware of. These tools consisted of:
1. Search Engine Marketing

2. Online Public Relation
3. Online Partnerships
4. Display Advertising
5. Opt-In Email Marketing
6. Social Media Marketing
Referring to the questionnaire carried out towards the consumers who were pro-active within
digital marketing it displayed 3 high scorers these are Social Media Marketing (100%), Email
Marketing (93.2%) and Search Engine Marketing (79.6%). The least scoring communication
methods can be identified as Online Public Relations (29.1%), Online Partnerships (33%) and
Display Advertising (62.1%). Respondents had the option to pick more than one communication
method, his can be referred to in Appendix F.
4.4.1 Social Media Marketing Within the Fast-Food Industry
Respondents were shown 3 social media posts from fast-food organisations and a YouTube
video. Consumers were asked to select which attribute applied to them in relation to the advert
as this allowed for the effectiveness to be identified. Referring to Appendix G the top 3 attributes
which can be identified for SMM was:
1. Acceptable (96 Points)
2. Informative (94 Point)
3. Enjoyable (89 Points)
Social media alters the way society consumes and leads to information creation. People can
now easily make their ideas, thoughts, and inventions available on the Internet thanks to
advances in technology (Hays et al, 2013). The term "social media" refers to online
communities that are "participatory," "conversational," and "fluid” (Qualman, 2009) which is
concentrated on content created by users (Xiang & Gretzel, 2010). Marketing managers want
an online brand environment that includes a virtual forum centred on the brand and similar
consumer perspectives (Cova et al, 2007). Referring to Appendix J the question was asked in
reference to understand how many consumers follow these fast-food organisations within
social media platforms to gain a better understanding and how this can influence their
perception of the attributes. Overall, 57.3% of the respondents stated that they followed fast-
food organisations on social media platforms, when asked why they followed them their most
common answer was “to stay updated within latest offers and new product that the organisation
could be introduced”.
Acceptable can be seen as the highest scoring attribute with a total of 96 points, this relates to
how accepting consumers are in receiving organisations communication methods, considering
the information if consumers follow organisations within social media platforms it shows as to
why the score was very high. Consumers are more acceptable in this way of communication
due to them allowing themselves to be exposed to the way they are marketed towards by fast-
food organisations. Consumers will be inclined to accept the marketing that is imposed by the
organisations as they want to keep up to date with their business.
Informative can be identified as the 2nd highest scoring attribute within SMM with a total of 94
points which was outlined by respondents. Informative relates to how consumers perceive the
information which is displayed by the organisations. Social media have been recognised by
Yuksel et al (2016) as an important platform for motivated and connected customers.
Empowerment and socialisation are also crucial to social media. Marketing information which is
advertised by fast-food organisations has to be suitable towards consumers and it should
inform them in what products/service that they are offering.
Enjoyable can be identified as the 3rd highest score in relation to Danasher & Rositer (2011)
attributes with a total of 89 points overall. Enjoyable can also link in with entertaining as that
has also had a score of 89 points as they both relate within the communication channel. It is
possible to argue that the fun and entertaining aspects of the internet as a communication
platform are significant. Cho and Huh (2010) discovered the importance of these two
characteristics in the sense of interactive features that can increase consumer experience
efficacy.
4.4.2 Email Marketing Within the Fast-Food Industry
Email has become an important component of a company's marketing mix, and it is generally
acknowledged as the most effective means of communication technology for increasing
marketing performance and brand recognition (Tezinde et al, 2002). Referring to the
questionnaire respondents were shown 3 different types of email marketing techniques which
were used by fast-food organisations in order to gain their attention. The respondents were
asked to select which attributes applied to them when viewing these methods of promotion.
Referring to Appendix H the top 3 attributes which respondents related to the most were:
1. Annoying (99 Points)

2. Easy to Reject (92 Points)
3. Informative (90 Points)
Annoying can be seen as the highest attribute within email marketing by fast-food organisations
with a score of 99. This can also link with the attribute of disruptive which had a high score of
90. Previous research has shown that the intrusiveness of an advertisement affects and
enhances its ability to capture attention (Mehta, 2000), however, the perception shows that
email advertisements are less successful. The data demonstrate that the perceived intrusion
reduces the efficacy of email ads in terms of email advertising. The study's findings show that
the attractiveness of e-mail advertisements from fast-food organisations influences perceived
interference. Email advertisement concepts have a negative effect on consumer intrusiveness,
which means that when an email advertisement provides useful product information, financial
incentives, or entertainment, consumers are less likely to be intruded (Kent & Brandal, 2003;
Edwards et al, 2002).
The proclivity of a person to respond favourably or unfavourably to advertising in general is
referred to as their attitude toward advertising (Chen & Wells, 1999). According to research, an
individual's attitude toward advertising has a significant impact on their behavioural disposition
(Lutz et al,1983). According to studies on email advertisements, an individual's behavioural
essence has a beneficial effect on that person's behavioural purposes. Consumers who find
email advertising useful, for example, are more likely to visit a physical store and visit the
company's website (Martin et al, 2003).
Hsin Chang et al (2013) explains that spam emails demonstrate that consumers perceive
intrusive behaviour significantly reduces advertising values such as financial rewards and
entertainment. This implies that if an email offers financial incentives, it does not appear
intrusive to recipients or contains elements of entertainment value. In reference to Lassen et al
(2016), they found that in their buying decisions on the Danish fast-food market, men have
reportedly been affected by promotions and offers. In relation to the questionnaire respondents
were asked “How would you respond if more fast-food organisations tried to push more offers
towards you through different types of communications methods?”, the responses to the
question contained mixed replies from consumers reacting in a negative and positive manner.
Examples of these are:
“I would react in a positive manner as I believe they will provide me with discounts which will
encourage me to spend money” (Female, 23-28).
“I would accept it to an extent, I wouldn’t say it would immediately make me go out and get a
product or food, however it would be in my mind and I would consider it when going for food
(Male, 18-22)
“Negatively, I don’t want any more ads than I already have.” (Male, 23-28).
According to academic studies (Park et al, 2007; Bujang & Hussin, 2013) spam is a possible
challenge to the reputation of email as a reliable, consistent, and effective form of Internet
communication. In relation to questionnaire findings consumers are more open towards
receiving offers from fast-food organisations as they believe it allows them to “save money”,
“try new things out” and also “convince them to purchase from the organisations”. Overdoing
it on the other hand, can have a negative effect on companies, causing customers to feel
negatively about them and, as a result, shape an opinion about the company.
Easy to reject can be identified as the 2nd highest scoring attribute with a score of 92 points. This
attribute relates to how easy consumers find it to disregard information which is sent by fast-
food organisation through email marketing. People are more likely to reject email
communication, Morimoto & Chang (2006) consider that consumers lack email power and are
not completely engaged in the communication method, this leads to consumers scrolling by or
even clicking away from adverts that organisations try to push. Spam email can be regarded an
unethical way of organisations marketing which leads to consumer disregarding the information
which is being provided. Internet Service Providers (ISP) also have the ability to prevent
promotional messaged that people have not requested through email, as a result the marketing
of the organisation will be compromised which can have a negative implication to the business
(Dehkordi et al, 2012). However, by seeking permission before sending promotional emails, the
organisation can not only receive prior approval from the consumer, but also ensure that
promotional messages are sent to potential customers (De Leeuw & Sullivan, 2003). This can
refer to the findings with how customers react towards accepting email marketing as a use of
communication tool for promoting. The attribute “Acceptable” (Appendix H) had a total of 38
points in total, this displays that consumers within our generation do not see email marketing as
an effective communication tool and it correlates to why they find it annoying, and they
disregard the information.
Informative can be seen as the third highest scoring attribute which was highlighted by
consumers within the fast-food industry with a total of 90 points. Informative relates to how the
consumer perceives the information that is sent out by the organisation. Using email marketing
to promote this way allows organisations to target a wide range of consumers and bring in new
people who could be willingly wanting to try something new. In relation to the questionnaire
perception on digital marketing from fast-food organisations was asked to gain a better
understanding on how consumers perceive it.
“Towards me digital marketing can be seen as informative as I believe it informs on up-to-

date information regarding the food available, this allows me to be interested when receiving
these methods of communication” (Male, 23-28).
“The digital marketing information is usually very informative, making me aware of any offers
that are available at the time however I only really check for these if I am hungry, such as
check my emails for an offer before I order (Male, 18-22).
“I think of it as necessary and an effective way to gain more customers. Can push new
promotions being released and inform existing as well as new customers of new products”
(Male, 18-22).
From the responses above customers within the industry have expressed that they find that
email marketing has an important presence within the fast-food industry as it allows existing
customers to be informed and up to date with latest offers and upcoming products.
4.4.3 Push-Notifications Within the Fast-Food Industry
An alert that appears on a mobile device is known as a push notification. Users do not have to
be in the app or use their devices to receive them, app publishers can send them at any time.
Referring to Appendix C it can be seen the rising numbers of mobile phones users who can be
targeted by this method of marketing, Overall, there is a projected number of 4.3 Billion
smartphone users worldwide by 2023. using push notifications immediately catches the
attention of the mobile device buyer and can lead to impulse purchases. Push advertising, such
as notifications sent to mobile phones, has been recognised as a significant form of product
promotion and is considered one of the most common marketing strategies due to its
adaptability to all forms of mobile devices, allowing it to reach a wide range of consumers
(Drossos et al, 2013).
Organisation must provide content that a consumer will react to within a positive manner
(Drossos et al, 2013). The context of the notification must be relevant to the intended audience
(Barwise & Strong, 2002). If you do not, you may receive negative feedback from smartphone
users. As a result, the credibility of an advertisement will influence the consumer's attitude,
whether positive or negative. This is further backed up by Pan et al (2015) who identify users do
not want to be annoyed by unwanted and uninteresting messages. The problem is that a user’s
interest will shift depending on their current circumstances. For example, a buyer can be
interested in information about discounted items or best-selling goods while shopping
Respondents were asked to select which attributes they perceived when being exposed to
push-notifications, referring to Appendix J it listed the top 3 attributes:
1. Acceptable (77 Points)

2. Convenient (75 Point)
3. Easy to reject (67 Points)
Acceptable can be seen as the highest scoring attribute, which was identified by respondents,
acceptable refers to how willing are consumers are to accept the digital marketing information
from the organisation. Push-Notifications can be a crucial marketing technique which can be
used by fast-food organisations to further promote and push their products through the use
smart phone pop-ups. Consumers were asked if they have fast-food push notifications enabled
within their smartphone device, in reference to Appendix K 69% of respondents have it enabled
and the remaining 31% had them disabled. This relates to second highest scoring attribute
which is convenient as consumers tend to have their smartphone device on them while they are
doing something (Roesler, 2021). Fast-food organisations can use push-notifications as a way
to promote their products and offers as from the findings consumers are open to accepting
these types of notification and react within a positive manner.
Easy to reject refers to how easy it is for consumers to scroll past the notification or even not
acknowledge the information which is being sent by the organisation. This attribute could be
high due to issues such as the frequency that the notification is sent which was identified in
studies (Heedle et al, 2019; Wohllebe, 2020). Much research has shown that users view push
alerts as a source of disruption and intrusion, resulting in increased user dissatisfaction with
each message received (McGookin et al, 2018; Sukhwani & Shaw, 2020). Truong & Simmons
(2010) revealed from their study that participants perceived mobile advertising to be intrusive
due to the nature of permission not being granted to apps, therefore pushing consumers to
create a negative view on this method of marketing. Due to the findings, it shows that
consumers within the fast food identified push-notifications can be easily dismissed by majority
of the respondents.
5.0 Conclusions
5.1 Introduction
Based on the research findings, this section of the dissertation will provide conclusions,
recommendations, and further implications for future studies. The purpose of this dissertation
was to look into the effectiveness of attracting customers through online marketing
communication tools and how fast-food companies use them to gain a competitive advantage.
Digital marketing is low-cost and has a significant commercial impact on businesses. In reality,
small businesses can now compete on equal footing with larger corporations in target markets
at low cost (Palumbo & Herbig, 1998).
5.2 Research Objectives: Summary of Findings and Conclusions

5.2.1 Research Objective 1
To understand the different types of Digital Marketing Communications (DMC) tools that
organisations can use.
The literature review (chapter 2) described a variety of digital marketing communications tools
that businesses may use to promote their products or services. Chaffey & Ellis-Chadwick (2019)
have established multiple techniques used by organisations to enhance their online presence
and to strengthen their online marketing presence. These methods were identified as:
1. Search Engine Marketing (SEM)

2. Online Public Relations
3. Online Partnerships
4. Display Advertising
5. Email Marketing
6. Social Media Marketing (SMM)
According to the findings of the study, various types of communication tools can help
organisations achieve greater success. According to Sinclaire & Vogus (2011), large businesses
view social networking platforms as strategic resources, and some businesses even hire
employees to manage their social media accounts. Mangold & Faulds (2009) advocated for
social media to be viewed as an important component of an integrated marketing campaign
rather than being ignored. According to Chaffey & Eliis-Chadwick (2019), organisations may
have the best content, creative, and appealing design on their website, but the user may be
unaware of it due to ineffective or insufficient online marketing. As a result, businesses must
start their online marketing efforts by deciding which communication method they will use to
target their market.
Identify the techniques that organisations can use to attract customers through the
different methods of DMC tools within the fast-food industry
A promotion advertisement's aim is not only to positively impact customer evaluations, but also,
and most importantly, to trigger consumer purchasing behaviour. Businesses compete to satisfy
consumers. According to Anderson et al (1994) they argue that expanding a business without
increasing consumer loyalty is difficult. A happy customer is more likely to return, which helps a
business prosper. Following this general market principle, a happy consumer has a significant
impact on a restaurant's long-term success. Throughout the research it displayed that
organisations used different platforms of social media and email marketing to target their
consumer market. Throughout of email marketing organisations such as Domino’s, McDonalds
and KFC used promotional methods such as offering discounts and pushing their new products
at a discounted price to attract customers to the organisation. From the findings it can be
identified that consumers were open and had a positive attitude about receiving offers about
discounts from different DMC tools as it provided them with information on upcoming and new
products and also allows them to save money.
Analyse the perception of (potential) customer towards digital marketing of fast-food

companies.
Within the study, the review was focused on Danaher and Rossiter's 13 attribute approach
(2011). Perceived intrusiveness, reliability, trustworthiness, convenience, and entertainment
value were all determined using these characteristics. This also enabled to evaluate the
perceived relative effectiveness of various communication channels in terms of how recipients
perceive fast-food organisations digital marketing communication methods, and thus whether
certain channels are more successful than others in terms of achieving engagement and
persuasion. From the findings respondents were shown examples of different digital marketing
communication techniques which were used by fast-food organisations to help promote their
upcoming and new products. The respondents were shown different DMC methods and were
asked to select which attribute mostly applies to them when they are exposed the
advertisement. Digital marketing is well suited to a millennial target demographic that spends
the majority of their free time online, this can be identified within the findings stage of the
dissertation with majority of the respondents being between the age range of 18-22.
From the findings it displayed that consumers reacted in a positive manner when receiving
digital marketing communication on social media marketing (SMM). SMM is a method of
promoting a website, brand, or company through social media platforms by communicating with
or gaining the attention of current or prospective customers. The most popular social media
sites used by companies are Facebook, Twitter, and YouTube. Social media can play a crucial
and decisive role, acting as a substitute for traditional tools and assisting marketers in executing
a variety of marketing strategies efficiently and cost-effectively, often with the active participation
of customers (Constantinides, 2014). However, A large audience cannot be enough to maintain
a clear presence on social media (Gascon et al, 2017), even within a small group, it could be
more necessary to concentrate on communication methods to allow consumers to feel more
integrated into the brand and make it possible for their voices to be heard. This way it will make
them more motivated to keep in touch and will perceive SMM within a positive manner when
being exposed to advertisements online. The observation that informative obtained 94 points in
Danasher and Rositer's (2011) attribute model was a significant finding about SMM. The term
"informative" refers to how consumers view information presented by businesses. For motivated
and connected customers, social networking has been described as a vital forum. The two most
critical facets of social media are empowerment and socialisation. Customers should be
informed about the products/services provided by fast-food companies by marketing information
that are suitable for them.
Another notable finding in the research was the fast-food industry negative view of email
marketing. Email marketing has become a significant tool in the development of a strategic
marketing strategy for the business due to its low cost and usability. It has reinforced consumer
power negotiation and fierce rivalry for businesses in global markets. There is no question that
internet and e-marketing have huge potential both for consumers and businesses. However, the
levels of e-marketing and internet adoption for consumers can differ (Ab Hamid, 2008). The
primary explanation for this disparity in acceptance is customer understanding of e-marketing.
According to the findings, the top three attributes of email marketing were all noted by
respondents as: easy to reject, disruptive, and annoying. These can be described as negative
attributes that a customer could interpret email marketing as being intrusive which creates a
negative image within this form of DMC. Intrusiveness was discovered to serve as a mediator
between quality of content, entertainment, financial rewards, and e-mail advertising attitudes.
Fast-food organisations are encouraged to consider customer views of different communication
channels, such as direct mail and spam, as well as the psychological impact of these
communication channels which will allow organisations to run effective direct marketing
campaigns. As a result, it is important to look at the root causes of customer frustration with ads,
as well as the factors that positively affect consumer perceptions of commercials, since these
are likely to influence consumers' purchasing intentions in the end (Batra & Ray, 1986)
5.3 Strengths & Recommendations

Within the study it has identified the many different techniques that organisations within the fast-
food industry can utilise digital marketing to attract consumers to their business. Consumer
perception on these methods were analysed and explained as to why these attitudes were
perceived by the consumer on DMC tools. These perceptions ranged from positive to negative
attitudes such as intrusiveness, dependability, reliability, and it allowed consumers to pick
attributes which they felt like they were exposed to when viewing the advertisement. This
allowed the study to identify the effectiveness of DMC tools within the fast-food industry and
how organisation could have used them to further help attract customers through the use of
different techniques such as promotional offers. Promotional offers through different methods
such as push-notification on mobile phones, email marketing or even social media intrigued
consumers to purchase from the organisation however they felt if the method were overdone,
they would perceive it in a negative manner as they identified spam to be annoying.
Organisations can focus to target their promotions on the bases of the time of day, for example
pushing more advertisements prior to lunchtime or even dinner as this allows consumers to
perceive them in a positive manner as it could mean that they would want to try something new.
This way it will reduce the negative implication on a customer, and they may change their
opinion around these methods of DMC.
5.4. Limitations & Further Implications
A limitation within the study which was discovered was the age of respondents who undertook
the questionnaire. Referring to the findings of age of respondents the majority or people who
took the questionnaire were people under the age of 28. By targeting people of older ages, it will
allow the study to look at the different age gap of how consumers perceive the different types of
DMC tools. By doing so it may have an impact on the results which were conducted and may
discover that people who are older perceive digital marketing within a different manner. Another
limitation which could be identified is the number of DMC tools used, within the study it focused
on email marketing, social media marketing and push-notification marketing. Within the fast-
food industry most of organisation focus on these aspects of promotion therefore making it hard
to evaluate the other methods within the study which was identified in the literature review.
Another limitation of the study was the nature of the organisations which were researched
about. The organisations which were looked at were monopolistic organisations who held more
of the market share within the fast-food industry for example, Dominos, McDonalds, and KFC
therefore information and ways that they can use DMC tools to promote their products may
differ to those who are a smaller size of them. For future reference, researchers can look into
organisations within the same industry but focus on the size of the organisations and whether it
is relatively competitive as a SME and look at the ways they utilise DMC tools to promote their
product/service to gain competitive advantage.
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Appendices
APPENDIX A Eating out Market Summary
Caddy, T., (2020). Eating Out Review - UK - December 2019 - Market Research
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fromSearch=%3Ffreetext%3Deating%2520out. [Accessed 01/12/20].
APPENDIX B
Appendix C
Appendix D
Appendix E
Appendix F
Appendix G
How do customers react towards Social Media Marketing

(SMM) by fast-food organisations?
Acceptable 96
Informative 94
Enjoyable 89
Entertaining 89
Convenient 82
Reliability 76
Appropriate 73
Trustworthy 72
Easy to Reject 41
Annoying 27
Disruptive 26
Difficult to ignore 24
Time-Consuming 24
0 20 40 60 80 100 120
Appendix H
How do customers react towards Email Marketing by fast-food

organisations?
Annoying 99
Easy to Reject 92
Informative 90
Disruptive 90
Trustworthy 70
Reliability 43
Convenient 39
Time-Consuming 39
Acceptable 38
Enjoyable 36
Appropriate 27
Entertaining 25
0 20 40 60 80 100 120
How do customers react towards Push Notifications by fast-food
organisations?
Acceptable 77
Convient 75
Easy to Reject 67
Appropriate 66
Convenient 58
Annoying 50
Informative 48
Trustworthy 38
Reliability 37
Enjoyable 23
Entertaining 14
Time-Consuming 7
0 10 20 30 40 50 60 70 80 90
Appendix I
Appendix J
Appendix K
The Questionnaire
Appendix Ethics Form
Appendix Supervisor Meetings

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BA(Hons)

The Effectiveness of Digital Marketing Tools on

Department of Business Management

Word Count: 10624

This dissertation is submitted in partial fulfilment

I declare that this dissertation is my own original

Signature: Ibrahim Al Mussaywi

This dissertation investigates the effectiveness of digital marketing communication tools in

1.2.1 Research Issue

1.3 Aims & Objectives

This investigation will aim to:

1.4 Overview of the Research Methodology Adopted

Chapter 2: Literature Review

2.2 Online Marketing Communication

Figure 2: Six Categories of Digital Marketing Communications Tools or Media Channels

Source: Chaffey & Ellis-Chadwick (2019, p28).

2.2.1 Search Engine Marketing

2.2.1.1 Search Engine Optimisation (SEO)

2.2.2 Online Public Relations

2.2.2.1 Online Communities & Social Media

2.2.3 Online Partnerships

2.2.4 Display Advertising

2.2.5 Opt-in Email Marketing

2.2.6 Social Media Marketing

2.3 Online Marketing

Source: Chaffey (2020) Introducing the Race Framework: a practical framework

2.4 Effectiveness of Digital Marketing Communication Tools

Appropriate How suitable is the information towards you?

Source: Saunders et al (2019, p174)

3.2 Research Purpose

3.3 Research Philosophy

3.4 Research Approach

Figure 4 Top-to-Bottom & Bottom-to-Top Approach

Source: Trochim, (2020)

As previously explained the dissertation aims to understand the effectiveness of digital

3.6 Data Collection

3.6.1 Primary Research

Primary research is information, which is gathered first-hand by the researcher, this is

3,6.2 Secondary Research

3.6.3 Quantitative Information & Qualitative Information

3.7 Time Horizon

Saunders et al (2019) defines two cross-sectional and longitudinal horizons in the research

3.8 Sample Size & Pilot Stage

3.9 Limitations of Methodology

3.10 Ethical Issues

Research Process Method Approached

Chapter 4: Findings and Discussion

4.2 Age of Respondents

4.3 Online Behaviour

4.4 Digital Marketing Communications

1. Search Engine Marketing

4.4.1 Social Media Marketing Within the Fast-Food Industry

4.4.2 Email Marketing Within the Fast-Food Industry

1. Annoying (99 Points)

“Towards me digital marketing can be seen as informative as I believe it informs on up-to-

1. Acceptable (77 Points)

5.2 Research Objectives: Summary of Findings and Conclusions

1. Search Engine Marketing (SEM)

5.2.2 Research Objective 2

5.2.3 Research Objective 3

Punch, K. (2013). Introduction to social research: Quantitative and qualitative

Saunders, M. Lewis, P. & Thornhill, A. (2019). Research Methods for Business