A Proposed Research Plan on Digital Marketing Communication Tool Using Behavioral Learning Theory

As digital marketing continues to emerge, digital marketing continuously improves its strategies to acquire consumers’ attention and preference through communication. This research plan will propose a communication tool or model using behavioral learning theories in understanding the impact of digital marketing communication to Filipino consumers not just through digital metrics. By analyzing consumers’ personal beliefs, social values, and attitude through association, consequence, and observation, the proposed method will be a combination of digital marketing communication model RACE (reach, act, convert, engage) and behavioral learning (classical conditioning, operant, and observational learning) that will be based on consumers’ behavioral perspectives in literature reviews, in-depth interviews and observations that will be assessed qualitatively. This proposed design tool will help the digital marketers in creating more engaging digital marketing communication content to the consumers and understand its impact to their behaviors and values.