Conclusion - A final year project submitted in partial fulfilment of the requirement for the d

Chapter 5 Introduction

5.5 Conclusion

This research thesis are recognized by gathering the information from the interview.

Hence, the involvement from the individual participant are having its own worth that are being compromise in making decision to improve the perception of consumer towards digital marketing strategy that apply on international athleisure wear. As the current state, the big firms that has the more competitive advantage is because they have more resources compared to others firm that able for them to adopt more different type of digital marketing strategy that able to covers more various type of consumer that has each of those special preferences.

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APPENDICES

Appendix A: Interview Question

Given a scenario that you are interested in athleisure wear and have the intention to search it through the search engine, then use this mindset and answer the following question.

Search Engine Marketing

1. When you searched athleisure wear on search engine, do you think that the result order matter? Like having positive perception or more trustworthy on the brand that comes out on the first result.

2. How do you perceive that result that came from the search engine which are sponsored link compared to organic link?

Display Advertising

3. How do you perceive that behavioral targeting ads? Like surfing at the search engine or website and saw advertisement regarding athleisure that has previously searched.

4. In which forms that the advertising will entice your interest and make you to click on it? Like video clips, side-panel ads, pop-up ads and others.

5. In which forms that the advertising that considered to be obstructive or intrusive for you?

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Social Media Marketing

6. Characteristic of the post

- How do you see that the post from the brand that are full of vividness?

Like the colour that applied on its content are more contrasting?

- How do you see that the post from the brand that are full of interactivity? Like a link directed to another website that has more information, or having a quiz or asking opinion for their post or even conduct a live session to answer Q&A

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7. Content of the post

- How do you see that the post from the brand that are informative? Like how to decipher the washing label from a cloth or detail regarding their particular product that what material used and so on.

- How do you see that the post from the brand that are entertaining? Like sharing user-generated content from fans and followers.

General

8. Which digital marketing strategy that leave you the most impression? Is it that strategy applicable on athleisure wear?

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Appendix B: Transcript of Interview with Respondent A

Background of Respondent Age: 29

Career: Operation Manager Living Area: Seri Kembangan

Interview Location: Residential area

Question

When you searched athleisure wear on search engine, do you think that the result order matter? Like having positive perception or more trustworthy on the brand that comes out on the first result.

Answer

No, I wouldn’t care about the order but I would look for the brands that I have heard before and click into it. If all those brand that I haven’t heard off then I would click into the first then follow by the others.

Question

How do you perceive that result that came from the search engine which are sponsored link compared to organic link?

Answer

I definitely wouldn’t click into sponsored link because I think that would cause others merchant would place more those sponsored link into my result page on this keywords, I would perceive that the particular brand that resort to adopt this sponsored link are not so famous brand compared to those organic link.

Question

How do you perceive that behavioral targeting ads? Like surfing at the search engine or website and saw advertisement regarding athleisure that has previously searched.

Answer

I dislike to click on any forms of ads even though it is very attractive, if so I would search its particular brand on google again which direct to their website.

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Question

In which forms that the advertising will entice your interest and make you to click on it? Like video clips, side-panel ads, pop-up ads and others.

Answer

Video clip has the effect making people watch it because it basically force you to watch at least for 5 second. Pop-up ads are the worst forms of ads for me.

Question

In which forms that the advertising that considered to be obstructive or intrusive for you

Answer

If any ads that appear on the website which I’m not expected to saw it are considered as obstructive/intrusive because it may divert my attention unless I’m leisurely scrolling on my social media because I’m basically accepting any information that presented on my screen.

Question

Characteristic of the post

- How do you see that the post from the brand that are full of vividness? Like the colour that applied on its content are more contrasting?

- How do you see that the post from the brand that are full of interactivity?

Like a link directed to another website that has more information, or having a quiz or asking opinion for their post or even conduct a live session to answer Q&A

Answer

For the vividness of the post, I think its important for a post to be contrasting in order to capture my attention, for example it can just background have a contrasting colour with its product.

For the interactivity I wouldn’t care about it conducting quiz or having a live session.

Question

Content of the post

- How do you see that the post from the brand that are informative? Like how to decipher the washing label from a cloth or detail regarding their particular product that what material used and so on.

- How do you see that the post from the brand that are entertaining? Like sharing user-generated content from fans and followers.

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Answer

For the informative post, I think that if the post that are informative regarding the product that I’m interested then I would be interested in its brand as well. But not information regarding its brand or any others information.

For the entertaining post, the only thing that I have impression are the 3D photo that I have a 360 degree view on a particular product and I think that is amusing for me to have a look on a product that I’m interested.

Question

Which digital marketing strategy that leave you the most impression? Is it that strategy applicable on athleisure wear?

Answer

I’m a person that are focuses more on value which the product that can bring for me. So if they can use in video clips forms that emphasize on their particular product value then I will be convinced to buy their product.

For example, they can promote their shoe by having a sportsmen wear their product and compared with others brand and record down his/her record and explain why their product are better.

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Appendix C: Transcript of Interview with Respondent B

Background of Respondent Age: 25

Career: Procurement Administration Living Area: Puchong

Interview Location: Cafe

Question

When you searched athleisure wear on search engine, do you think that the result order matter? Like having positive perception or more trustworthy on the brand that comes out on the first result.

Answer

Yes, I would click in 1 by 1, Question

How do you perceive that result that came from the search engine which are sponsored link compared to organic link?

Answer

Question

How do you perceive that behavioral targeting ads? Like surfing at the search engine or website and saw advertisement regarding athleisure that has previously searched.

Answer

I dislike to click on any forms of ads even though it is very attractive, if so I would search its particular brand on google again which direct to their website.

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Question

In which forms that the advertising will entice your interest and make you to click on it? Like video clips, side-panel ads, pop-up ads and others.

Answer

Video clip has the effect making people watch it because it basically force you to watch at least for 5 second. Pop-up ads are the worst forms of ads for me.

Question

In which forms that the advertising that considered to be obstructive or intrusive for you

Answer

Question

Characteristic of the post

- How do you see that the post from the brand that are full of vividness? Like the colour that applied on its content are more contrasting?

- How do you see that the post from the brand that are full of interactivity?

Like a link directed to another website that has more information, or having a quiz or asking opinion for their post or even conduct a live session to answer Q&A

Answer

For the vividness of the post, I think its important for a post to be contrasting in order to capture my attention, for example it can just background have a contrasting colour with its product.

For the interactivity I wouldn’t care about it conducting quiz or having a live session.

Question

Content of the post

- How do you see that the post from the brand that are informative? Like how to decipher the washing label from a cloth or detail regarding their particular product that what material used and so on.

- How do you see that the post from the brand that are entertaining? Like sharing user-generated content from fans and followers.

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Answer

Question

Which digital marketing strategy that leave you the most impression? Is it that strategy applicable on athleisure wear?

Answer

For example, they can promote their shoe by having a sportsmen wear their product and compared with others brand and record down his/her record and explain why their product are better.

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Appendix D: Transcript of Interview with Respondent C

Background of Respondent Age: 20

Career: Student Living Area: Melacca

Interview Location: Residential area

Question

When you searched athleisure wear on search engine, do you think that the result order matter? Like having positive perception or more trustworthy on the brand that comes out on the first result.

Answer

No, it is not important for me, after I have search for the athleisure I would find the brand that I have heard off then I would click the link into its website, for the others brand that I haven’t heard off I would just ignore it.

Question

How do you perceive that result that came from the search engine which are sponsored link compared to organic link?

Answer

I wouldn’t care about is the link are sponsored link or organic link, as long as I saw the brand that I have heard of, then I click into it. It’s the same for me

Question

How do you perceive that behavioral targeting ads? Like surfing at the search engine or website and saw advertisement regarding athleisure that has previously searched.

Answer

I think that this feature are a good value added feature for every internet user because it has the ability to remind somethings that every person that may have forgotten the things that they are interested

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Question

In which forms that the advertising will entice your interest and make you to click on it? Like video clips, side-panel ads, pop-up ads and others.

Answer

The video advertisement in YouTube are interesting but not the 30 second video which doesn’t have the option to skip the ads. Some of the banner ads beside of the website are satisfied provided it is somethings that suit my taste

Question

In which forms that the advertising that considered to be obstructive or intrusive for you

Answer

Banner advertisement are ok for me, if it is interesting then I would click and be directed to its link, but if it not interesting, then I would just ignore it. For the pop up advertisement I find it is annoying, I would straight close the webpage even before it has done loading

Question

Characteristic of the post

- How do you see that the post from the brand that are full of vividness? Like the colour that applied on its content are more contrasting?

- How do you see that the post from the brand that are full of interactivity?

Like a link directed to another website that has more information, or having a quiz or asking opinion for their post or even conduct a live session to answer Q&A

Answer

No, if you say for a post to be colorfulness in order to be attractive I have to object about it because for me I personally more prefer the post that are black and white theme in order to have a higher quality image on a post and for the interactivity I think that it is not important for me because I would usually ignore those post Question

Content of the post

- How do you see that the post from the brand that are informative? Like how to decipher the washing label from a cloth or detail regarding their particular product that what material used and so on.

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- How do you see that the post from the brand that are entertaining? Like sharing user-generated content from fans and followers.

Answer

If the post that are product-related information then I would find it more kind of a reason for me to watch it and for the entertaining of the post I would like it if a particular brand are posting my photo and a shout out for me in their particular post because it would make me feel like being appreciated by those brand, and I also like for some post that tag along with some motivational quote or caption which would make me feel pump up

Question

Which digital marketing strategy that leave you the most impression? Is it that strategy applicable on athleisure wear?

Answer

I finds some related field of key opinion leader promoting the product would persuade me to buy the product

Dalam dokumen A final year project submitted in partial fulfilment of the requirement for the degree of (Halaman 52-74)