Buscador de Tesis y publicaciones académicas

Artículo 2025 Acceso abierto Revisado por pares

The Mediating Role of E-WOM in the Effect of Viral Marketing on Purchase Intention (A Study on Bakmi Akiu in Denpasar City)

null I.G. Ratu Gita Susila · null Ni Made Rastini

One of the technical innovations that has revolutionized how companies function and engage with their customers is digital marketing. One company that uses digital marketing on social media sites like Instagram and TikTok is Bakmi Akiu. According to an interview with the company's CEO, Bakmi Akiu's viral marketing effo...

economics and business social sciences

• PT Formosa Cendekia Global
• DOI: 10.55927/ijba.v5i4.15198

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Artículo 2001 Acceso abierto

Marketing Contexts in Ghana: An Ethnographic Exploration of Local Products in Global Markets

Gyamfi, Kofi · Yamoah, Yaw · Achee, Amma · Aheto, Aggrey

Marketing strategies for local products in global markets have become increasingly important as small-scale producers seek to compete with larger multinational corporations. This study focuses on Ghana, a country rich in natural resources and cultural diversity. This study employs an ethnographic approach, involving pa...

Indigenous Knowledge economics and business social sciences Postcolonial Theory

• Zenodo
• English
• DOI: 10.5281/zenodo.18735833

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Artículo 2026 Acceso abierto Revisado por pares

Multilingual Content, Digital Marketing, and Social Media Algorithms on Brand Loyalty through Brand Image of Local Skincare

M. Chandra Wibowo · Silva Ardiyanti · Suci Dianthiny

The growth of digital technology and the high use of social media have changed consumer interaction patterns with brands, requiring the industry to optimize communication and marketing strategies to maintain customer loyalty. This research aims to analyze the influence of multilingual content, digital marketing, and so...

• Universitas Maritim AMNI Semarang
• DOI: 10.58192/ebismen.v5i1.4786

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Artículo 2026 Acceso abierto Revisado por pares

Data-driven strategic orientation and customer value creation: The mediating role of digital marketing transformation – evidence from Jordanian telecommunications

Ahmad A. M. Alwreikat · Fawwaz Tawfiq Awamleh

Type of the article: Research ArticleAbstractIn the face of growing competition, it has become important to understand the role of data-driven strategic orientation in customer value creation. This study aims to examine the impact of data-driven strategic orientation on customer value creation and to test the mediating...

economics and business social sciences

• LLC CPC Business Perspectives
• DOI: 10.21511/im.22(1).2026.21

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Tesis doctoral 2023 Acceso abierto Revisado por pares

Implementación del plan de marketing digital en la microempresa Zafali Boutique 2022

Nayely Lizet Vera Delgado · Herbert Howard Blanco Montiveros · Luzmaria Yussty Solis Barrientos · Madavi Zarina Hidalgo Cruz

El actual estudio tiene como objetivo principal el implementar un plan de marketing digital para el posicionamiento de la microempresa Zafali Boutique en Chosica, Lima -2022. Así mismo, se quiere proponer estrategias del marketing digital para su aplicación en el rubro textil, para poder cumplir con esto el tiempo plaz...

Plan de marketing economics and business social sciences http://purl.org/pe-repo/ocde/ford#5.02.04

• Universidad Cientifica del Sur
• Peru
• DOI: 10.21142/tb.2022.2679

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Artículo 2024 Acceso abierto

HOW DO WE BEHAVE IN A DIGITAL ENVIRONMENT? – THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOR

(Čabula) Medven, Valentina · Cegur Radović, Tihana · Cibulka, Mirjana

The purpose of this paper is to determine the impact of digital marketing on consumer behavior in a digital environment, their online purchase decision, satisfaction with online shopping and risk perception. The goal was to investigate the relationship between the impact of different factors of digital marketing on con...

online purchase decision risk perception economics and business social sciences

• CRODMA – Croatian Direct Marketing Associatio...
• Croatia
• English

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Artículo 2023 Acceso abierto Revisado por pares

Implementation of digital marketing for UD Modern Y to expand website-based product marketing

Yantria Gusta Nugraha · Almas Nurfarid Budi Prasetyo · Cweto Bolodiko Ajarwiro · Rahendra Firman Sunartama · y 2 más

UD Modern Y is one of the SMEs in Mungkid District, Magelang Regency which is engaged in convection. In its development, the marketing method used is still conventional by utilizing word of mouth (WOM). This has resulted in the slow development of UD Modern Y and being unable to compete in the marketing of its products...

• Universitas Muhammadiyah Magelang
• DOI: 10.31603/ce.7752

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Artículo 2026 Acceso abierto Revisado por pares

Digital Capability Alignment and Customer Value Creation: A Dynamic Capabilities Perspective on AI-Enabled Marketing and Supply Chain Analytics

Mohammad A. L. Jedi · Ahmad Ali · Amged Saleh Shkeer · Mustafa S. Al-Shaikh

This research questions the concomitant impact of AI-based digital marketing and supply-chain analytics capabilities on customer experience with the digital supply-chain integration, and the digital maturity is used as a moderator variable of retail industry. Based on the DCT, AI-based marketing is envisaged as a sensi...

• EconJournals
• DOI: 10.32479/irmm.24206

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Artículo 2023 Acceso abierto Revisado por pares

Pelatihan Copywriting For Marketing

Susan Rachmawati · Eigis Yani Pramularso · Imelda Sari · Dedy Shahyuni

Pengelolaan pemasaran menjadi upaya perusahaan terkait kegiatan terencana dan menyeluruh dalam melakukan berbagai upaya agar mampu memenuhi permintaan pasar dengan tujuan utamanya untuk memaksimalkan keuntungan melalui strategi penjualan. Salah satu pengelolaan terbaru di era 4.0 yang dapat dilakukan adalah mengelola p...

• Universitas Bina Sarana Informatika
• DOI: 10.31294/abdiekbis.v3i1.1893

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Artículo 2024 Acceso abierto Revisado por pares

The role of digital marketing and electronic word of mouth in restoring interest and visiting decisions to mangrove ecotourism Kampung Blekok, Situbondo in the new normal era

Zainal Abidin · Mochammad Fattah · Mentari Puspa Wardani · Hani Isniawati

Introduction: The presence of ecotourism is more oriented toward environmental conservation, utilization of natural resources, cultural preservation, and economic benefits. However, post-COVID-19 pandemic tourist visits to the Kampung Blekok mangrove ecotourism have not recovered, and the condition of the ecotourism is...

Agriculture (General) economics and business social sciences 8. Economic growth

• Universitas Yudharta Pasuruan
• DOI: 10.35891/agx.v15i2.4491

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