Buscador de Tesis y publicaciones académicas

Adoption of AI in Digital Marketing: Comparing Gen Z and Gen Y through the Technology Acceptance Model - Figure 5

Adriana Manolică · Olga Bucătaru · Cristina Teodora Roman · Patricea Elena Bertea · y 1 más

How do consumers understand the concept of "digital marketing"?The following figure presents the data findings for the second research question. The majority of the respondents, corresponding to 40% of respondents defined Digital Marketing as "the strategy of companies to promote products or services on digital platfor...

The Application of Automotive Marketing Strategies in Digital Automotive Marketing Systems

Yi Tian Yi Tian

<p>This article addresses the issues of inaccurate customer positioning and unclear vehicle selling points in domestic new energy vehicle marketing. Firstly, key user evaluation data is obtained from authoritative online vehicle evaluation platforms, and then the data is collected and analyzed to obtain customers&rsquo...

Research on SME Marketing Strategies in the Digital Era: A Case Study of Baoxiniao

Ziyan Zhao · Gaoxiang Chen · Tanzhun Yu · Binya Yang

Amidst the sweeping tide of digitalization, small and medium-sized enterprises (SMEs) face intensifying market competition pressure. There is an urgent need for SMEs to adjust and update their marketing strategies to adapt to the constantly evolving market environment, thereby enhancing their core competitiveness. This...

The Effect of Affiliate Marketing and Celebrity Endorsement on Purchase Intention Through Customer Trust: A Study on Gen Z TikTok Shop Customer in Purwokerto

Lista Dea Safitri · Muchammad Agung Miftahuddin · Herny Justiana Astuti · Alfato Yusnar Kharismasyah

This study aims to analyze the influence of Affiliate Marketing and Celebrity Endorsement on Purchase Intention of TikTok Shop consumers with Customer Trust as a mediating variable. The method used in this study is quantitative with a survey approach, involving 131 Gen Z respondents in Purwokerto who actively use TikTo...

From engagement to purchase: Examining how digital marketing shapes consumer decision-making in Durban’s grocery retail industry

Manqele Khulekani Senzo · Anos Chitamba · Sizwe Mbona

This study explores the impact of digital marketing on consumer decision-making within Durban’s grocery retail sector, with a particular focus on Spar South Beach. Employing a quantitative descriptive survey approach, primary data was gathered through structured questionnaires distributed to 278 shoppers, complemented...

Digital intelligence and real estate digital marketing in Nigeria: practitioner’s appraisal

David Oluwatofunmi Akinwamide · Michael Ayodele Olukolajo

The Influence of Relationship Marketing and Word of Mouth on Patient Loyalty Mediated by Digital Marketing at BC Clinic

Ana Tacya Hayuningtias · Saparso Saparso · Fushen Fushen

This study examines the influence of marketing on patient loyalty at BC Clinic, located in the Cilegon industrial area. In the midst of fierce competition for healthcare services, it is important for clinics to utilize effective marketing strategies to improve relationships with patients. This study aims to analyze the...

A Discussion on How to Apply Smart Data for Precision Marketing in the Global Economy: Asian Context

Sandy Zhu

The aim of the research is to provide support for the application of smart data, precision marketing, and business analysis and in so doing, it is aimed to contribute to the further sustainable development of the economy. At present, intelligent technologies such as artificial intelligence and big data are developing i...

Analysis of the Influence of TikTok and Qpon Digital Voucher Marketing Strategies on Consumer Purchase Decisions in Indonesia

null Mellani Indriyani · null Adnan Kasofi · null Osly Usman · null Ryna Parlyna

The accelerated advancement of digital technologies has led to the increasing adoption of digital vouchers as a strategic marketing tool in e-commerce. E-commerce platforms such as TikTok Shop and Qpon extensively implement price discounts and various sales promotion programs to shape consumer purchasing behavior in In...

The Intermediary Role of Electronic Word of Mouth in the Relationship Between Digital Marketing Techniques and Purchasing Behaviour to Enhance Decent Work and Economic Growth: A Survey of Students at the University of Mosul

Shatha Nashwan Mohamed Ahmed · Ali Abdulfattah Alshaher

Purpose: An analysis of the digital marketing techniques literature shows growing of these techniques among students at the University of Mosul. In order to achieve this goal, the study model was designed initially to address changes and competitive challenges. Therefore, this research aims to study the effect of using...