Buscador de Tesis y publicaciones académicas

Main factors in the adoption of digital marketing in startups an online focus group analysis

Teixeira, Sérgio · Branco, Frederico · Martins, José · Au-Yong-Oliveira, Manuel · y 4 más

The main purpose of this paper is to help small businesses such as startups to successfully adopt and implement digital marketing as a strategy in their business plan. Given that many of these companies have a considerable number of fragile internal characteristics, such as a lack of access to financial capital while l...

Aplicação das ferramentas do marketing digital em pequenos negócios: uma análise por meio da ferramenta MASP / Applying digital marketing tools in small businesses: an analysis using the MASP tool

Alisson José Gonçalves Campos · Christian Henrique Capeli Daher · Guilherme Morais Pereira · Renato Henrique Brito Bento · y 1 más

Com o aumento da tecnologia e a utilização cada vez mais constate das redes sociais por parte da sociedade, a utilização destas plataformas para os negócios se torna um caminho cada vez mais atrativo. Diante disso, este trabalho tem como objetivo, aplicar conceitos de marketing digital em um empreendimento que apresent...

THE EFFECT ON DIGITAL CONTENT MARKETING ON ONLINE PURCHASE INTENTION: THE MODERATOR ROLE OF AGE AND GENDER VARIABLES

Miray Gülsoy · Leyla Leblebici Koçer

This study examines how digital content marketing affects consumers' intentions to make online purchases. It tries to identify how demographic data on gender and age play a moderating impact. A face-to-face survey approach was used to collect data from 620 participants as part of the research, and PLS-SEM analysis was...

Discutindo sistema de marketing no âmbito do mobile marketing

Shiraishi, Guilherme de Farias

The Effectiveness of Digital Marketing Through TikTok in Increasing Brand Awareness and Customer Interaction in MSMEs in Yogyakarta

Miftakul Kharomah · null Nina Fapari Arif

The development of social media platforms like TikTok has transformed the way MSMEs interact with consumers. However, many businesses still struggle to build brand loyalty because digital promotions are ineffective and unable to fully drive consumer purchase intention. This phenomenon suggests that high promotional act...

IMPACTO DO MARKETING DIGITAL NO DESEMPENHO DAS EXPORTAÇÕES DAS MICRO, PEQUENAS E MÉDIAS EMPRESAS: REVISÃO SISTEMÁTICA DE LITERATURA

Domingos Uchavo · Damião Cardoso

Esta revisão sistemática tem como objetivo analisar o impacto do marketing digital no desempenho das exportações das micro, pequenas e médias empresas. Procura responder à seguinte pergunta: Qual é o impacto do marketing digital no desempenho das exportações das micro, pequenas e médias empresas? Os estudos foram selec...

Pengaruh Digital Marketing dan Kualitas Produk pada Keputusan Pembelian Melalui Brand Awareness

null Muhammad Farhan · null Yulasmi Yulasmi · null Nila Pratiwi

This study aims to examine how much influence digital marketing and product quality have on purchasing decisions with brand awareness as an intervening variable in consumers of Nanggalo Sudut Kopi, Pesisir Selatan. Data collection methods through surveys and circulating questionnaires, with a population of 9,000 consum...

Study of Digital Marketing Strategy: Case Study of SMEs in Cocoa Product Industry in West Sulawesi Province

Wahyu Maulid Adha · Anis Anshari Mas’ud · Erwin Erwin

The purpose of this research is to examine digital marketing strategies for processed cocoa products, a leading commodity in West Sulawesi province, Indonesia. The goal is to facilitate access to the global market through the application of digital marketing strategies, offering solutions for cocoa product entrepreneur...

Artificial Intelligence for Digital Marketing Strategies (AI4DMS): An Explanatory PLS-SEM Study of Higher Education

Juan Mejía-Trejo

This study proposes and empirically tests the AI4DMS (Artificial Intelligence for Digital Marketing Strategies) framework to examine how AI Impact Perceptions (AIB), AI Knowledge (AKM), Analytical-Digital Skills (ADS), AI Influence on Decisions (AID), and AI Marketing Applications (AIM) interact across seven hypotheses...

PENGARUH MINAT PENGGUNAAN FINANCIAL TECHNOLOGY OVO DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MATAHARI DEPARTMENT STORE SAMARINDA

Muhammad Astri Yulidar Abbas · Rita Rachmatika Firdaus

Tujuan dari penelitian ini adalah mengetahui pengaruh secara parsial dan simultan penggunaan financial technology OVO dan digital marketing terhadap keputusan pembelian konsumen di Matahari Department Store Samarinda. Metode penelitian ini kuantitatif korelasional. Alat ukur berupa kuesioner dengan skala likert. Teknik...