edit this in the essay An introduction is provided for the paper, yet it should have been shorter and more concise. – Extremely poor analysis for the evolution from traditional to digital mode, as the student briefly highlighted the evolution, just addressing the impact of the internet without thorough elaborations. Elaborate more on the impact of digitalization, along with other factors such as generation change and COVID-19. Discuss the evolution in consumption behaviour (i.e. how the different stages of the buying process evolved). The factors influencing online consumption are highlighted, yet it is poorly covered as the student did not elaborate thoroughly on the mentioned factors. – The difference between traditional and digital consumers is not highlighted. The student should have added the difference in the characteristics of both consumers. – The example mentioned (BMW and Mercedes cars) is not cited. The student should have used credible references when providing practical insights. – Weak coverage for the part related to social media as a digital marketing tool. There is a lack of in-depth discussion on how companies utilize SM as a digital marketing tool (i.e. building brand awareness, building customer relationships, and buzz marketing). – The student mentioned Amazon as an example of a company that utilizes SM as a marketing tool, yet again more thorough elaborations should have been provided to delineate it more. – Elements of SM are mentioned, yet the student discussed the elements from just one source, which is not sufficient. The student should have integrated multiple sources to ensure that a critical analysis is provided. Also, the student did not discuss the elements in detail. – The student highlighted afterward the impact of social media on the consumption process of consumers, which is good. However, the student focused too much on this, despite that other sections needed more development and should have been enhanced instead. Also, this part is loose and vague. – Regarding the ethical concerns, some parts of the section are not cited. The overall section is acceptable, yet more relevant ethical concerns could have been covered (i.e. information leakage, privacy, etc.). – Reference list is weak, the student did not achieve the minimum required references (only 12 references are used). Some references are not correctly formatted (i.e. Sivasankaran, S. (2013). Digital marketing and its impact on buying behavior of youth. Hindu), as this reference does not include the journal name, volume, or issue. – As for the paper structure and formatting, the paper structure overall is good, yet there is a major problem in covering the required content and surveying previous literature. Also, there is a problem with the overall flow of the paper, for example, the student discussed the elements of SMM and then went back to the point that relates to how social media could be used as a digital marketing tool. The student should ensure a coherent flow of the paper.
You should submit your assignment in a word document format as instructed.
You have included full paragraphs that are not cited.
