CHAPTER V: DISCUSSION AND CONCLUSION
5.6 Conclusion
The development of new media is an important evolution of new strategies in marketing and the preferences on each country may differ from one to another. Usage of social media, especially Facebook is termed as the most useful way to connect with people.
In Denmark, it is found that new media is identified as the major factor for purchase intentions on the whole. However, the success of an organization is not clearly document since the factors are subject to change over time and there are lot of environmental factors which affects their purchase intention. Denmark is reported to aim for implementing ICT technologies as a primary target on their region. The numbers of mobile phone users are found to be high and among their continent, Denmark is found to have higher utilization of digital technologies. Hence the effect of social media especially Facebook, Twitter and LinkedIn are the most used platform, which has effect on purchase intentions.
The present study began to analyze the factors of customer intention while purchasing online among Denmark teenagers. However the results lead to the revelation of social media importance and the impact of marketing within social medium. The research covers on three types of behavioral intentions which are commonly seen. The results of this study reveals that the most prefer mobile devices for purchasing online concluding that social media has significant impact on purchase intentions. Most of the customer looks for quality and brand knowledge as an important factor on buying the product. From the results it can be stated that age, availability and education are the major factors on behavioral. Furthermore, teenagers are most exposed to digital devices and the adaptability towards digitization is significant hence it leads to more exposure on internet and the reorganization of which brand is better is analyzed through various factors. From these results, it can be concluded that the positive results that are acquired can be used as an approach for a new marketing strategy.
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Appendix A
This section shows an overview of online survey, which was offered to Danish teenagers of three different educational institutions in Denmark.