Buscador de Tesis y publicaciones académicas

Influence of Digital Marketing, Gamification, and Brand Image on Gen-z Consumer Loyality on Shoppe E-Commerce Platform

Adhelia Cahya Puspita · Rita Ambarwati Sukmono

This study examines the influence of digital marketing, gamification, and brand image on Generation Z consumer loyalty in the Shopee e-commerce platform in Indonesia. As digital natives, Gen-Z consumers prefer interactive, creative, and technology-driven shopping experiences. Using a descriptive quantitative approach,...

From Field Force to Feed: A Scoping Review of Digital Marketing in India's Prescription Drug Sector

Thamburaj Anthuvan · Kajal Maheshwari · Raghunath Dantu

Abstract: Digital marketing has rapidly transformed the Indian pharmaceutical industry, especially in how companies engage with healthcare professionals (HCPs) for prescription product promotion. This scoping review synthesizes peer-reviewed literature, case studies, and select gray sources from 2014 to 2024, following...

Influencer marketıng and publıc relatıons

E. Erdal YÖRÃœK · M.Erhan SUMMAK

This study provides a comprehensive look at influencer marketing, public relations and the dynamics of communication in the digital age. The study explains the definition, importance, benefits and challenges of influencer marketing. It also details the evolution of public relations in the digital age, and its integrati...

Цифровизация маркетинга белорусских компаний

Autoría no especificada

В статье описана актуальность использования инструментов цифрового маркетинга, отмечена роль цифровизации маркетинга для представителей белорусского бизнеса в разных отраслях, названы наиболее часто используемые маркетинговые технологии и цифровые маркетинговые инструменты, выделены особенности цифрового поведения бело...

Impact of Digital Marketing Strategies on Consumer Buying Decisions with Reference to Fashion and Apparel Products.

Autoría no especificada

Social media marketing como estrategia para el posicionamiento de la compañía de seguros Generali en el ramo de vehículos en la provincia del Guayas

Villalba Rivera, Diana Carolina

Este proyecto se plantea como objetivo principal determinar de qué manera incide la aplicación de Social Media Marketing como medio para el posicionamiento de la compañía Generali en el ramo de vehículos en la provincia del Guayas. Para el diseño de la herramienta de marketing digital se aplicó la metodología SOSTAC.

A Framework for Digital Marketing Research: Investigating the Four Cultural Eras of Digital Marketing

Busca, Laurent · Bertrandias, Laurent

The digital marketing discipline is facing growing fragmentation; the proliferation of different subareas of research impedes the accumulation of knowledge. This fragmentation seems logically tied to the inherent complexity of the Internet, itself resulting from 50 years of evolution. Thus, our aim is to provide an int...

Consumer Trust in Digital Marketing: A Systematic Literature Review and Conceptual Framework

Samsurijal Hasan · Alexander Mayr

Purpose of the study: This systematic literature review aims to synthesize existing research on consumer trust in digital marketing contexts, identify key determinants and outcomes of trust, and develop an integrative conceptual framework that advances theoretical understanding and practical applications in digital mar...

Penerapan Digital Marketing Dalam Menarik Minat Beli Produk UMKM Kecamatan Grogol Petamburan Jakarta Barat

Shabrina Arlinda · Junaidi Hendro

ABSTRAKPerkembangan digital bergerak begitu pesat. Hasil survey Penyelenggaraan Jasa InternetIndonesia (APJII) penetrasi internet di indonesia telah mencapai 78,19% pada 2023 atau menembus215.626.156 jiwa dari total populasi sebesar 275.773.901 jiwa. UMKM merupakan ujung tombak dalammemajukan perekonomian negara karena...

Bibliometric Insights into Digital Marketing Strategies for Political Campaigns in Indonesia

Dewi, Kaaamiliaa · Rahmawati, Dian Eka · Younus, Muhammad · Ridha, Muhammad

This study aims to examine in depth the influence of digital marketing in political campaigns in Indonesia. This research departs from the gap between the theoretical potential of digital marketing, widely discussed in the global literature, and its empirical application, which remains limited in the Indonesian politic...