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Research on the Innovation of Enterprise Digital Marketing Model in the Era of Digital Economy

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From Scroll to Checkout: Generation Z's Lived Experiences with TikTok Content Marketing

Lily Harlina Putri · Trenggono Pujo Sakti

TikTok has transformed digital marketing by enabling interactive and personalized consumer–brand engagement. Although previous studies have linked content marketing, brand awareness, social proof, and purchase decisions, little is known about how Generation Z experiences these processes. This study explores Generation...

Theoretical and Empirical Analysis of Relational Marketing in Educational Institutions: A Literature Review

Kurnia Alkafi · Sarmain Sarmain · Anis Zohriah · Abdul Muin · y 1 más

The rapid digital transformation in the post-pandemic era has significantly reshaped the educational landscape, making it essential for institutions to adopt modern marketing strategies to remain competitive. This research explores the role of relational marketing in enhancing institutional reputation, student loyalty,...

Impact of Disruptive Technologies on Marketing

null Sapna Sharma · null Sugam Kumar

Disruptive technologies are extensively utilized for numerous business processes. Various benefits of technology inclusion are business models improvement, enhanced global reach, competitive advantage,concentration on innovative ideas, increase in productivity and efficiency of business operations. Digital marketing is...

PENGARUH PENGGUNAAN INFLUENCER MARKETING TERHADAP PERILAKU PEMBELIAN KONSUMEN DALAM ERA DIGITAL

null Saifuddin Zuhri · null Ahmad Fathur Rozi · null Anjar Sulistyowati · null Nurul Fauziyah

This research aims to analyze the influence of the use of influencer marketing on consumer purchasing behavior in the digital era. Influencer marketing has become a popular marketing strategy, especially on social media, that can influence consumer purchasing decisions. This research uses a survey method with 200 respo...

Impact of Digital Marketing on Consumer Buying Perspectives in the Pakistan Market

Imran Batada

Digital marketing (DM) has taken the world from conventional marketing to Information and Communication Technology enabled tools to reach consumers. Since the advent of digital marketing, research has been conducted to evaluate how DM shaped customer buying behavior and decisions in developing countries but its impact...

Impact of Digital Marketing, Influencer, Live Features, and Reviews Shopee Purchase With Brand Image

Nabilah Safirah · Nova Anggrainie

The advancement of information and communication technology in the digital era has revolutionized various aspects of human life, including in the realm of business and marketing. Marketing activities that once relied on direct interaction between sellers and buyers have now shifted towards digital marketing that utiliz...

Marketing digital : um estudo das empresas em Angola

Guerra, Dalva Marina Teixeira

Com a introdução das novas tecnologias e da Internet, os mercados têm evoluído cada vez mais. Os consumidores tornam-se cada vez mais exigentes, por sentirem que mais facilmente podem comparar, comprar e reclamar através desta ferramenta. Por este motivo, as empresas procuram cada vez mais superar-se e oferecer produto...

The Use of Digital Marketing Strategies in the Sharing Economy: A Literature Review

Leticia Polanco-Diges · Felipe Debasa

In recent years, the emergence of new digital platforms of sharing economy has given rise to considerable changes in consumer behavior. These new ways of consumption in online environment have to be driven by specific digital strategies adapted to sharing economy. This Systematic Literature Review aims to cover an exis...

Peran Pemasaran Digital dalam Memperluas Jangkauan Pasar UMKM Lesehan Angel di Era Society 5.0

null Santi Rimadias · null Bani Saad · null Bintang Amanda · null Liviana Putri Widianto · y 3 más

The fluctuating shifts in consumer behavior in the Society 5.0 era are forcing the Micro, Small, and Medium Enterprises (MSMEs) sector to adopt digital tools. Based on this situation, the STIE Indonesia Banking School's community service program team implemented digital marketing tactics. This community service program...