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This study aims to analyze the influence of product quality and content marketing on the purchasing decisions of Wardah products among Generation Z consumers in Palembang City. The phenomenon observed is that Gen Z tends to make purchasing decisions based on social media content rather than product quality, as they are...
Ahmad Imron · Sangidatus Sholiha · Fajri Arif Wibawa
This study examines factors influencing consumer purchase decisions for traditional handicraft products in Lampung, where local cultural potential has not been fully transformed into economic strength due to weak marketing strategies. Using a quantitative causal approach, data were collected from 100 respondents throug...
Candra Febrilyantri · Siti Nur Amanah · Meisyavani Aldarisma · Muhammad Saiful Adli · y 1 más
Healthy living has been widely realized by the community, so that many people in addition to starting exercise also switch to consuming healthy food. One of them is healthy eating produced from Mocaf (Modified Cassava Flour) raw materials. This flour is widely produced in Bolo Village, Kare District, Madiun Regency, Ea...
Terho, Harri · Mero, Joel · Siutla, Lotta · Jaakkola · y 1 más
Fundamental shifts in business-to-business (B2B) buying behavior make digital content marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full potential, as a customer-centric marketing approach. To address important knowledge gaps in extant research, this study identifies key activit...
Social media marketing has become one of the most effective tools of modern marketing. The rapid development of digital platforms significantly influences consumer awareness, attitudes, and purchasing decisions. This article analyzes the role of social media marketing in shaping consumer purchase behavior.
ABSTRACT This study examines the influence of digital marketing strategies on consumer purchase intention, with specific reference to iProspect India, Chennai. It evaluates the impact of Social Media Marketing (SMM), Online Advertising Effectiveness (OAE), and Influencer Marketing (IM) on Consumer Purchase Intention (C...
The study aims to understand and measure the role of digital marketing (DM) (attraction, engagement, retention, learning, communication) in achieving customer engagement (CE), as digital marketing has become one of the most important practices controlling sales and purchase operations at both local and global levels. T...
Mrs. Pradnya Swapnil Nikalje & Dr. Sunil Bapu Kadam
This research paper focuses on the psychological effects of online marketing strategies on adolescents, considering their emotional responses and consumer behaviours. In some years, especially after pandemic, marketers are prominently using digital platform to influence consumer choices. Its more common among young ind...
Günümüz pazar koşullarında markalar hedef kitlelerine ulaşabilmek için dijital ortamlarda daha aktif bir şekilde yer almanın önemini anlamışlardır. Bu nedenle hedef kitleyi harekete geçirecek ve marka ile olan iletişimini aktifleştirecek dijital içerik stratejileri daha da önemli hale gelmeye başlamıştır. Günümüzde dij...
This study explores in greater depth the effect of online promotions on airline ticket purchasing decisions through e-ticketing applications, emphasizing the mediating role of the digital era. Adopting a quantitative research design, data were collected from 491 respondents who had experience purchasing airline tickets...
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ni distribuye estos documentos: cada enlace lleva al repositorio de origen.
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