Buscador de Tesis y publicaciones académicas

Artificial Intelligence and the Future of Online Marketing: Emerging Pathways and Consumer Experiences

Amina K. Otieno · Emmanuel J. Mwakalukwa · Faith N. Wanjiru

Online marketing has undergone a transformative evolution alongside the rise of social media and artificial intelligence (AI). With the increasing sophistication of algorithms that determine user engagement and content exposure, the intersection of AI and marketing presents new challenges and opportunities. This short...

A Marketing Strategies for Reading Promotion Activities in Academic Libraries: A Case Study of the University of Shanghai for Science and Technology

Fangting Ye

In the contemporary digital age, traditional reading habits have been compromised by digital media, a situation that has forced academic libraries to adopt proactive marketing approaches to promote reading among students and faculty. This article investigates the implementation of marketing strategies in promoting read...

Future look : Communicating with customers using digital channels

Niininen, Outi · Singaraju, Stephen · Karjaluoto, Heikki · Valentini, Chiara · y 1 más

Digital Marketing is a fast-moving field, and the future of Digital Marketing Communication is multifaceted. Communication with customers can be based on either their current geographical location, their past online behaviour or their actions across various social media platforms. Communications can vary from one-to-on...

Energy drinks on the island of Ireland; a nutritional and digital marketing overview

S. Gilpin · L. Keaver · M.S. Faughnan · C. Foley-Nolan

The Influence of Influencer Marketing on Purchasing Decisions in Generation-Z (Study on Students who use TikTok at UPN "Veteran" East Java)

Mohamad Deka Saputra · Alvian Eka Ardianto · Moh. Ilham Zanuba S.N · Rusdi Hidayat Nugraha · y 1 más

In the ever-growing digital era, marketing through social media is now one of the most effective strategies to attract consumer attention, generation Z is a generation that is easy to understand today's technological advances, making it possible to attract attention by using social media marketing. This research aims t...

The Integration of Augmented Reality: A New Paradigm Shift in Marketing Approach

Rachana

Purpose: The emergence of Augmented Reality Marketing (ARM) has been fuelled by recent advancements in AR technology and its growing application in marketing strategies and practices. Despite an increasing body of literature on the subject, managers and researchers still struggle to clearly articulate how ARM creates v...

Economic Empowerment of Bandar Setia Village Community through Facebook-Based Digital Marketing Training

Evan Hamdani · Putra Apriadi Siregar

The Independent KKN program in Bandar Setia Village aims to increase people's digital literacy through digital marketing training for MSME actors. The activity lasted for 26 days (March 9–April 5, 2025), with a contribution in the form of increasing the capacity of digital business promotion. The process starts from id...

Digital branding assistance for MSMEs as a marketing strategy in the Industry 4.0 Era

Cahyuni Novia · Anggun Putri Tania · Naila Nafilah · Hadilah Afril · y 2 más

Purpose: This program aimed to assist MSMEs “Solali” restaurant in developing creative and innovative branding strategies through digital technology to strengthen competitiveness in the Industry 4.0 era. Method: Activities were conducted through participatory mentoring, including needs assessment, training on digital b...

Digital Marketing Strategies among Traditional Market Vendors in Yogyakarta City

Afnan Harifi · Sri Handayani · Muhammad Zaki Sierrad

This study aims to analyze the digital marketing strategies implemented by traditional market vendors in Yogyakarta City, particularly at Beringharjo Market, in response to digital transformation and increasing competition from modern retail markets. The research adopts a mixed methods approach using a sequential expla...

ARTIFICIAL INTELLIGENCE-POWERED INFLUENCER MARKETING IN TAMIL NADU: REIMAGINING CONSUMER BEHAVIOUR, DIGITAL ENTREPRENEURSHIP AND SUSTAINABLE BUSINESS GROWTH IN THE EMERGING DIGITAL ECONOMY

Dr. G. YOGANANDHAM

This study examines the transformative impact of Artificial Intelligence (AI)-powered influencer marketing in Tamil Nadu, focusing on consumer behavior, digital entrepreneurship, and sustainable business growth within the emerging digital economy. As Tamil Nadu's digital infrastructure and MSME ecosystem expand, AI-dri...