Christmas is a delightful time of the year for many, evoking a range of emotions as people are influenced by various sensory experiences. In recent years, there has been a significant increase in digitalisation, leading to more online shopping. Therefore, the aim of this research is to investigate how the digitalisation of sensory Christmas marketing influences the impulse buying behaviour of Millennials. Additionally, this study aims to examine how Millennials' purchasing behaviour is impacted by these evolving aspects of sensory marketing. This research will aid companies seeking to market Christmas products online using sensory strategies. Furthermore, a qualitative method was utilised to obtain responses for the primary data collection. By employing semi-structured interviews, responses from 15 different participants from the Millennial generation, born between 1981-1996, could be gathered. These participants are also heavy social media users and have a high enthusiasm for Christmas. Once the primary data was collected, the data was analysed alongside existing literature. In conclusion, the findings of this study indicates that Christmas is difficult to experience in the same way in the online space as a physical space. The study has identified that Millennials can experience sensory cues online using their memories and their imagination, and then this might lead to a Christmas feeling. Different factors contribute to whether Millennials are impacted by digital Christmas, and whether this leads to impulse buying behaviour, such as family situation, online or physical preference, limited edition, attention, and emotional responses. The research has yielded various opportunities and challenges in this area, as well as what can be utilised for further research.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-130613 |
| Date | January 2024 |
| Creators | Ingmarsson, Tova, Ekström, Johanna, Persson, Linnea |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
Page generated in 0.0024 seconds