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The rapid development of digital technology has significantly transformed marketing strategies, particularly in attracting digital consumers who are increasingly active and selective in accessing information. One of the emerging approaches is content marketing, which emphasizes the delivery of relevant, valuable, and c...
PURPOSE - This study investigates how government support influences digital marketing performance (DMP) through the mediating role of digital marketing capability (DMC) among MSMEs in Pontianak City, Indonesia. Grounded in the Dynamic Capabilities Theory, the study aims to explain how external institutional support tra...
Mozart Malik Ibrahim · Rezky Nurbakti · Sri Purwati · Muhammad Hery Santosa · y 2 más
This study examines how influencer marketing, digital branding, and social media promotion affect consumers' intentions to buy foreign travel services. Due to shifts in customer behavior in the digital age, digital marketing tactics are now crucial for influencing decisions about what to buy. Two hundred fifty responde...
This study analyzes digital marketing strategies in SMEs from the Santa Elena Province, evaluating their impact on attracting and retaining customers, as well as on business growth. Methodology: Using a mixed-methods approach, 239 surveys answered by business owners were examined out of a total of 279 sent forms, along...
Social entrepreneurs play a critical role in addressing societal challenges by creating innovative solutions for social and economic development. Their success is still significantly hampered by access to financial services, especially in poorer nations. In order to increase financial inclusion, this paper looks at how...
economics and businesssocial sciencesDigital marketing, banking services, social entrepreneurs
Analisi di come due brand, uno italiano e uno olandese, comunicano le proprie scelte sostenibili attraverso il digital marketing, anche in relazione alla cultura del paese di riferimento.
This study aims to analyze the influence of social media marketing, brand position, and brand equity on the effectiveness of digital marketing in the Micro, Small, and Medium Enterprises (MSMEs) food sector in Pakem District. In the ever-evolving digital era, MSMEs face challenges in utilizing technology in their marke...
One area that has changed significantly in recent years is marketing. New information technologies are starting to be applied more and more effectively in marketing. They enable companies to obtain a lot of data about their customers, they can obtain relevant data in real time. This digital marketing has also found its...
Feronika Arfianingrum · null Yeni Kartika Dewi Nurjana · null Siti Mujanah · null I Made Suparta
Rapid advances in technology, particularly Artificial Intelligence (AI), have catalyzed a revolution in digital marketing operations within the e-commerce sector. Modern consumer engagement now relies heavily on digital infrastructures that offer personalized experiences and accelerated response times. Consequently, th...
This study investigates the effect of e-marketing strategies on customer retention, focusing on NECOR Zambia Limited within the Lusaka District. Drawing on customer relationship management (CRM) theory, relationship marketing theory, and the resource-based view (RBV), the study examines how digital marketing practices...
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