Understanding the online : jewellery retail market : an integrated model to conduct SEM

• Autor(a) principal: Wu, Yihong
• Data de Publicação: 2013
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/15417
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Research into e-commerce is becoming more and more popular; however the jewellery industry is somewhat special. There are very few studies having adapted a strategic marketing perspective on the online jewellery retail market. This study suggested an integrated online marketing strategy which focuses on the search engine marketing (SEM) approach. A detailed procedure of conducting search engine marketing (SEM) is introduced. Through the method of online questionnaires, with the help of social networks and email approaches, this dissertation aims to understand the online jewellery retail market, reduce the gap between the retailers and consumers and devise an effective model to promote the business. The results of the market research prove the great potential of online retail market and meanwhile indicates relatively low-level of acceptance of online jewellery shopping. It is found that many people use search engines for online shopping which makes search engine marketing (SEM) activities worth investing money on. Furthermore, some relevant issues like acceptable price range for online jewellery shopping and important factors which influence the consumers are also draw and discussed.