This dissertation would review the influence of mobile apps on e-commerce direct marketing in the restaurant industry through the eyes of five restaurant professionals. Two professionals are upper-level managers of large restaurant chains. One restaurateur has opened a small chain of successful luxury dining establishments. One interviewee is the owner of a small, but successful delicatessen. The last participant is in start-up mode, but plans to use mobile apps and e-commerce extensively to promote his new restaurant. The progress of each company will be followed for one year. Results will be tabulated and each participant interviewed post-research and conclusions drawn.
This dissertation attempts to develop a mathematical model for forecasting the success of a company's e-commerce direct marketing campaigns based on the perceived level of engagement of the potential customers during the campaign. Potential customers will be asked to report how engaged they were in a company's direct marketing game. Self reports will be compared to the amount of time each potential customer participated in the game to develop a total score. Total scores will be matched to actual purchases. Purchasers will be compared to non-purchasers over several demographic and psychographic variables. These variables will be input into a mathematical model to determine the relevancy of each for predicting buying behavior.
This dissertation would look at how the line is blurring between consumer information and consumer sales content in the consumer electronics industry. Website content for a range of small, medium and large companies will be examined. Content will also be examined for the trade associations serving the industry. A methodology will be proposed by which consumers can determine the validity of the "information" provided.
This dissertation would examine future trends in e-commerce direct marketing and the global economy from the perspective of twelve industry leaders. Each leader would be chosen based on a demonstrated level of expertise in the field of e-commerce. Interviewees will come from a range of industries and top management titles, some chief executives, some entrepreneurs and some e-commerce managers. The primary question set posed to each would be: How do you see e-commerce affecting your industry over the next decade? What changes, if any, will occur in barriers to entry, required skill set for success, mergers and acquisitions and employee mix?