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Digital marketing in the Irish construction industryDigital marketing in the Irish construction industry

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Tác giả: Chưa cập nhật
Ngày: Trước 2025
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CONTENTS

CHAPTER 1: INTRODUCTION ………………………………………………………………. 1
1.1. Introduction………………………………………………………………………………………………….. 1
1.2. Research Aims ………………………………………………………………………………………………. 2
1.3. Motivation for the research ……………………………………………………………………………. 3
1.4. Theoretical justification for this topic of research ……………………………………………… 4
1.5. Novelty of research ……………………………………………………………………………………….. 5
1.6. Dissertation roadmap …………………………………………………………………………………….. 6
CHAPTER 2: LITERATURE REVIEW ……………………………………………………….. 8
2.1. Introduction………………………………………………………………………………………………….. 8
2.2. Irish construction industry ……………………………………………………………………………… 8
2.3. Digital marketing …………………………………………………………………………………………… 9
2.4. Digital Strategies …………………………………………………………………………………………. 13
2.5. Irish Digital Consumers ………………………………………………………………………………… 15
CHAPTER 3: RESEARCH METHODOLOGY & METHODS …………………………… 18
3.1. Introduction………………………………………………………………………………………………… 18
3.2. Research Philosophy ……………………………………………………………………………………. 18
3.3. Research Approach ……………………………………………………………………………………… 19
3.4. Research Strategy ………………………………………………………………………………………… 21
3.5. Time Horizon ………………………………………………………………………………………………. 21
3.6. Data Collection ……………………………………………………………………………………………. 22
3.6.1. Secondary Data collection………………………………………………………………………. 23
3.6.2. Primary Qualitative Data Collection ………………………………………………………… 26
3.6.3. Primary Quantitative Data Collection ………………………………………………………. 27
3.6.4. Data Analysis………………………………………………………………………………………… 31
3.7. Population and Sample ………………………………………………………………………………… 32
3.8. Ethical Issues ………………………………………………………………………………………………. 33
3.10. Limitations to the research …………………………………………………………………………… 34
CHAPTER 4: DATA ANALYSIS / FINDINGS ……………………………………………. 35
4.1. Introduction………………………………………………………………………………………………… 35
4.2. Analysis of quantitative data obtained from industry professionals …………………… 35
4.2.1. Response rates by industry professionals …………………………………………………. 35
4.2.2. Importance of digital marketing and promotion activities to business …………. 35
4.2.3. Communication channels currently employed …………………………………………… 36
4.2.4. Existing use of digital marketing to grow business…………………………………….. 37
4.2.5. Presence of a designated marketing department ……………………………………… 38
4.2.6. Company level of digital marketing interaction ………………………………………… 38
4.2.7. Company’s Social media Presence …………………………………………………………… 39
4.2.8. Influence of a digital marketing presence on decisions to deal with a company
40
4.2.9. Reasons for company use of social media ………………………………………………… 40
4.2.10. Effect of social media campaign on business growth …………………………………. 41
4.2.11. Likelihood of future digital marketing campaign ………………………………………. 42
4.2.12. Employees in company …………………………………………………………………………… 42
4.2.13. Additional feedback from industry professionals ………………………………………. 43
4.3. Analysis of quantitative data obtained from consumers …………………………………… 44
4.3.1. Response rates by consumers …………………………………………………………………. 44
4.3.2. Occurrence of renovations or a building project in the preceding year…………. 44
4.3.3. Expenditure on recent building or renovation project ………………………………… 45
4.3.4. Consumer view on the use of the internet in a recent renovation or building
project 45
4.3.5. Consumer attitude to direct contact from companies following website visit .. 47
4.3.6. Consumer concerns regarding online shopping for construction products ……. 47
4.3.7. Consumer choice regarding purchase of construction materials …………………. 48
4.3.8. Most visited websites relating to building or construction Products…………….. 49
4.3.9. Consumer rating of the Irish construction industry’s digital presence ………….. 50
4.3.10. Age profile of consumer respondents ………………………………………………………. 50
4.3.11. Gender of consumer respondents ……………………………………………………………. 51
4.4. Analysis of qualitative data obtained from industry professionals …………………….. 51
CHAPTER 5: DISCUSSION …………………………………………………………………. 52
5.1. Introduction………………………………………………………………………………………………… 52
5.2. Current industry attitudes to digital marketing ……………………………………………….. 52
5.3. The Digital Marketing Awakening within the Construction Industry ………………….. 54
5.3. Motivation to implement digital marketing strategies ……………………………………… 58
5.4. Barriers to implementation of digital marketing strategies ………………………………. 59
5.5. Consumer attitudes and behaviour ……………………………………………………………….. 61
CHAPTER 6: CONCLUSIONS & RECOMMENDATIONS …………………………….. 66
6.1. Conclusions…………………………………………………………………………………………………. 66
6.2. The Irish construction industry has not embraced digital marketing ………………….. 66
6.3. Potential benefits from implementation of digital marketing……………………………. 68
6.4. Potential barriers which prevent implementation of digital marketing strategies .. 68
6.5. Consumer attitudes towards the Irish construction industry’s digital presence…… 70
6.7. Recommendations for further research ………………………………………………………… 71
Chapter 7: Reflection ……………………………………………………………………… 72
7.1. Introduction………………………………………………………………………………………………… 72
7.2. MBA …………………………………………………………………………………………………………… 72
7.3. Dissertation process: ……………………………………………………………………………………. 73
7.4. Self reflection ……………………………………………………………………………………………… 75
7.4.1. Introduction………………………………………………………………………………………….. 75
7.4.2. Self Appraisal ……………………………………………………………………………………….. 75
7.4.3. Problem Solving ……………………………………………………………………………………. 76
7.4.4. Added value………………………………………………………………………………………….. 77
7.5. Conclusion ………………………………………………………………………………………………….. 78
BIBLIOGRAPHY ………………………………………………………………………………. 79
APPENDIX 1 ………………………………………………………………………………….. 86
APPENDIX 2 ………………………………………………………………………………….. 89
APPENDIX 3 ………………………………………………………………………………….. 92

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