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The Effect of Marketing Automation on the Buying Decisions: A quantitative study on SMEs explored through brand awareness and external branding in a B2B context
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

As digitalization has evolved over the years, the need for automating procedures for faster results has become stronger. Marketing automation is a software that automates an organization’s marketing activities. Its purpose is to deliver a firm’s personalized messages to the existing and potential customers. Consequently, marketing automation is closely related to content marketing which’s main attribute is to raise brand awareness, and having a higher brand awareness can ultimately affect the buying decision. It has been discovered that there is a lack of research in the existing literature about marketing automation and more specifically in how marketing automation can affect the buying decision by raising brand awareness. Therefore, this thesis aims to examine how marketing automation affects the buying decision through brand awareness and external branding. The theory was outlined by six concepts which were marketing automation, external branding, brand communication, brand awareness, and buying decisions. These concepts led the authors to create six different hypotheses in order to find a link between them.  The data were collected through a self-completion questionnaire, therefore a quantitative study with an exploratory purpose was conducted. The results from the 118 respondents of the questionnaire suggest that marketing automation influences the organizational buying decision by enhancing brand awareness. Moreover, marketing automation has a positive impact on external branding which also has a positive effect on the buying decision. Concludingly, this suggests that marketing automation does positively affect the B2B buying decision through brand awareness and external branding.

Place, publisher, year, edition, pages
2019. , p. 44
Keywords [en]
Marketing Automation, Brand Awareness, Buying Decisions, Brand Communication, External Branding, Content Marketing, B2B SMEs
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-86129OAI: oai:DiVA.org:lnu-86129DiVA, id: diva2:1334295
Subject / course
Business Administration - Marketing
Educational program
International Sales and Marketing, 180 credits
Supervisors
Examiners
Available from: 2019-07-02 Created: 2019-07-02 Last updated: 2019-07-02Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
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Language
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  • Other locale
More languages
Output format
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