{"id":{"repo_id":"uwtsd","oai_identifier":"oai:repository.uwtsd.ac.uk:3887"},"canonical_url":"https://search.dev.ndltd.org/etd/uwtsd/oai:repository.uwtsd.ac.uk:3887","repository":{"repo_id":"uwtsd","name":"University of Wales Trinity Saint David","base_url":"https://repository.uwtsd.ac.uk/cgi/oai2"},"display":{"title":"The Influence of Digital Marketing Strategies on Consumer Buying Behavior: “A Comprehensive Analysis of Marks and Spencer’s Retail in the UK”.","abstract":"This dissertation researches how digital marketing techniques impact consumer decision-making while purchasing, especially on the UK retail operations of Marks & Spencer. The study examines how different types of digital advertising including social media, email marketing, search engines, and influencer content, alter consumer engagement and decision-making. The study incorporates a review of the literature, theoretical analysis, and primary research including a survey of 50 participants. 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