Notably, the model explores emerging topics within literature relating to avoidance behaviours such as lack of motivation, and situational/economic factors (Darley et al. 2010). It further encompasses key elements of MCC theory, acknowledging that customers research within one channel but purchase within another (Piercy, 2012). An implication for the study would therefore be to ascertain whether marketers ensure consistency of message within all channels used, given that channels can be interchangeable within decision-making (Figure 4). A further implication centres on the premise of ‘trust’, which may indicate why channels are interchangeably interacted with, and how clearly information is exchanged between businesses and customers. From a MCC perspective, decision-making is therefore tangibly complex and based on a variety of factors such as individual characteristics, social influences and situational or economic factors. It will be therefore valuable to establish how attitudes towards digital and traditional (DM) channels differ in its value and relevance throughout the buying process.
2.7. CONCEPTUAL FRAMEWORK
The review examines the implications of DM in a world of digitisation, exploring the shifting relevancy of channel relevancy to consumers today. Whilst digital channel transformation has increased in relevance due to factors such as cost and a rise in consumer power; there are still examples of DM’s value in a Multichannel context. For some practitioners, perception to DM is a tangible issue, owing to the negative attitudes that consumers have owing to GDPR and unwanted junk mail. However, contemporary studies point to the impact of GDPR to digital consumption, indicating consumer preferences for DM over spam Email. The conceptual framework depicts shifting consumer demands demonstrated throughout the literature review.
Subsequently, it is essential to establish an understanding of the ways in which DM is relevant to decision-making, over other channels. It is therefore the aim of the researcher to explore opinions and practices of DM communications, offering a valid approach to the changing methods of marketing and decision-making. This will therefore assist the researcher with identifying whether DM is dead within a digital marketing world.
3.0. METHODOLOGY
3.1. JUSTIFICATION
This chapter presents an informed justification to the research approach employed throughout the dissertation. As the topic explores the relevance and value of channels within the shifting landscape, it was appropriate to adopt both qualitative and quantitative data collection to gain a holistic understanding. Primary data focused on the investigation of research into perceptions and attitudes by means of qualitative interviews which were utilised to gain an in-depth understanding of underlying causes of human behaviour and why individuals interact with certain channels over another (Cottrell, 2014). This was significant as there were many indications within Section 2.0. that pointed towards a negative perception of traditional channels including DM. Secondary data centred on an objective measurement of published data-sets or existing case studies in order to draw reasonably valid generalisations as to the extent in which unearthed perceptions are reflected in business practice (Cottrell, 2014). This ensured a holistic research approach, combining new and existing data via triangulation techniques which helped to establish a thorough understanding
