Asia Pacific University Library catalogue

A dissertation submitted in partial fulfilment of the requirement of Staffordshire University for degree Master in Global Marketing Management (UCMF1808BGMM)

This study offers readers insight on how private university students attitudes are influenced by digital marketing. With the use of the 3 IV’s online ads, social media ads and content marketing readers will be able to identify how/if any of the 3 are have the any influence as well as to enhance the knowledge of the reader on this particular topic. This study will benefit both academic and managerial sectors. In terms of the managerial aspect marketers can use this study to identify target audiences as well as using the research as a basis for a market segment plan. It is vital for marketers to know their target audience and by using this research marketer will be able to see which IV has the largest influence and they can use that as a stepping stone for further deeper research or a basis for their own plans. In terms of the academic side students and scholars can use this research as a Launchpad for their own research. They can take this topic and add more to it as perhaps in the future there will be developments and changes as there always is. Scholars an alter this research by increasing the scope, changing location and even changing the DV for example; Influence of digital marketing on the buying behaviour of university students in Shanghai towards video games. This research can be used as reference for other scholars to use and cite for their own research and this research will help contribute greatly to the study of customer attitudes and digital marketing.