An Analysis of The Impact of Digital Marketing Strategies on Customer Loyalty: The Supermarket Sector in Ireland

Tunc, Semih (2024) An Analysis of The Impact of Digital Marketing Strategies on Customer Loyalty: The Supermarket Sector in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

This research explores the impact of digital marketing strategies on customer loyalty in Ireland's supermarket sector. As digital marketing continues to expand in this evolving environment, understanding its influence on customer loyalty becomes essential. The specific aims were to look at the effects of social media marketing, mobile marketing, content marketing and email marketing on customer loyalty and suggest some of the best digital marketing strategies in improving customer loyalty. The use of quantitative research was made for the study because data was collected, using online surveys, and structured questionnaires. To capture the sample, 100 respondents who are aged from 18 to 40 years who are in Generation Z in living in Ireland who use Instagram, Facebook, and email frequently to shop and interact with brands were administered with a survey through a convenience sampling technique. All data collected in this study were analyzed mathematically, via descriptive and inferential statistical methods, such as correlation and regression tests and were processed by the application of SPSS software. Consequent research findings highlighted that social media marketing, mobile marketing and email marketing had a positive correlation with customer loyalty whereas content marketing did not. The study suggests that supermarkets should focus more on engagement strategies that employ the use of social media platforms, mobile application marketing and e-mail marketing. Also, consumer insights that regulate the approaches of content marketing must be rebuilt. The recommendations of this study offer guidance on how digital marketing can be used to improve customer loyalty within the supermarket industry in Ireland.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Fitzgerald, Maurice UNSPECIFIED
Uncontrolled Keywords:	Digital Marketing Strategies; Customer Loyalty; Supermarkets; Ireland
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing > e Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Ciara O'Brien
Date Deposited:	11 Aug 2025 15:00
Last Modified:	11 Aug 2025 15:00
URI:	https://norma.ncirl.ie/id/eprint/8493

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