Buscador de Tesis y publicaciones académicas

Digital alcohol marketing and gender: A narrative synthesis

Antonia C. Lyons · Kate Kersey · Carol Emslie · Elena Dimova · y 1 más

AbstractIssuesAlcohol marketing on social media platforms is pervasive and effective, reaching wide audiences and allowing interaction with users. We know little about the gendered nature of digital alcohol marketing, including how women and men are portrayed, how different genders respond and implications for gender r...

Minimization of algorithmic bias in recommender systems as a factor in enhancing inclusivity and effectiveness of marketing communications

Hneletska, Polina

The relevance of the study is determined by the rapid expansion of recommender systems within the digital marketing environment, where algorithmic personalization increasingly shapes consumer interaction with brands, information visibility, and the overall effectiveness of marketing communications. While machine learni...

The evaluation of AI integration in innovative digital marketing strategies

Ibrahim Halil Efendioglu

Purpose- This study aims to provide a bibliometric review of publications where the terms 'digital marketing' and 'artificial intelligence' are used together. Leading publications, authors, countries, and institutions in the Web of Science (WoS) database have been examined to achieve this goal. Additionally, this artic...

A scoping review of children’s and parents’ attitudes to and awareness of digital food marketing

Elena Vaughan · Magdalena Muc Da Encarnacao · Eimer Brown · Olivia Nealon Lennox · y 2 más

Abstract Digital food marketing (DFM) of unhealthy foods and beverages (high in saturated fats, sugar and salt) to children and young people influences brand recall, recognition, purchase intentions and attitudes, and increases consumption of unhealthy foods and beverages. Understanding children’s and parents’ awarenes...

DIGITAL DIVIDE IN AGRICULTURE: A STUDY ON FARMERS’ AWARENESS OF DIGITAL MARKETING PLATFORMS IN HARYANA

AMIT KUMAR SINGH PANWAR · null S. N. SAHOO

Objective: The study aims to examine the level of awareness among farmers in Haryana regarding digital marketing platforms in agriculture. It also seeks to identify the factors influencing their adoption and explore the benefits and challenges associated with digital marketing usage in farming. Methodology: A descripti...

THE INFLUENCE OF DIGITAL MARKETING ON ISLAMIC FASHION CONSUMPTION: INVESTIGATING MILLENNIALS’ PURCHASE INTENTION IN DIGITAL INFLUENCERS

Wan Nur Fazni Wan Mohamad Nazarie · Umi Nurliyana Khairudin · Arif Hartono

This study investigates how millennials’ fashion purchase behaviors are influenced by digital influencers, focusing on key factors such as perceived credibility, expertise, congruence, attractiveness, and para-social interaction. While influencer marketing is a major component of digital marketing, there remains a lack...

FACTORS TO INCREASE SALES TURNOVER OF ORNAMENTAL FISH THROUGH DIGITAL MARKETING

Hidayat Darussalam · Hotman Hotman · Muhammad Mujib Baidhowi

The development of technology and digital media in Indonesia is very rapid, the rapid development of technology in the digital world and the internet certainly also has an impact on the business world. Various activities such as small to large scale businesses take advantage of this development to run their businesses,...

Penerapan Analisis SWOT dalam Strategi Pemasaran Digital Agroindustri Tahu UD UMAMI di Manggelewa

null Linda Mulyati · null Mulyati Mulyati · null Shoalihin Shoalihin

The increasing adoption of digital technology has transformed business competition, requiring agro-industries to implement effective digital marketing strategies to strengthen their competitive advantage. This study aims to analyze the internal and external conditions of UD Umami Tofu Factory, formulate digital marketi...

The Influence of Digital Technology in the Digital Marketing

Ziqi Zhu

Digital Marketing Literacy to Sustain MSME Businesses in Southwest Papua

Satria Lintang Rachmadana · Pahmi Pahmi · Sabaria Sabaria · Hamsiah Hamsiah · y 1 más

This research aims to determine the extent to which Micro, Small and Medium Enterprises (MSMEs) in Southwest Papua understand digital marketing to sustain their business. This study focuses on factors influencing digital literacy, business resilience, and entrepreneurial orientation in MSMEs in the region. A survey met...