Buscador de Tesis y publicaciones académicas

Digital Content Marketing and Halal Skincare Consumption: A Systematic Literature Review of Generation Z Behavior in Indonesia

Siti Sofiyah · null Ach. Bakir · Bahrul Ulum

The massive digital transformation in Indonesia’s local skincare industry has positioned content marketing as a critical tool for engaging Generation Z. While conventional marketing studies focus on psychological triggers, this research addresses a significant gap by integrating Islamic business ethics into the digital...

Analisis Efektivitas Pelatihan Agri-Digital Marketing Pada Pelaku Agribisnis Taratak Paneh

Ahmad Fachri · Nova Suryani

The development of information and communication technology has driven significant transformation in the agricultural sector, particularly in the marketing aspect. Digital marketing has become an important strategy in expanding market access and increasing the competitiveness of agribusiness products. This study examin...

Social Media Marketing to Brand Awareness in Private University

Mochamad Malik Akbar Rohandi · Eneng Nur Hasanah · Eka Tresna Gumilar

Social media can be used as a selling strategy, services, communication, and a source of information. This research aims to measure the impact of digital marketing using four different social media, that is. Youtube, Facebook, Instagram, and Twitter through brand awareness in the private universities in Indonesia based...

Issues of Artificial Intelligence Application in Digital Marketing

Dimiter Velev · Plamena Zlateva

Artificial intelligence (AI) and its ability to collect data, analyze it, apply it and then learn from it have become a mandatory part of any strategy for the development and use of digital technologies in modern business solutions. The relations between artificial intelligence, machine learning, neural network, and de...

Social media as a communication channel – Is it possible to build a digital brand and generate revenue streams simultaneously by applying influencer marketing?

Geiser, Felix

DIGITAL MARKETING STRATEGIES FOR ENHANCING COMPETITIVE POSITIONING OF RETAIL CHAINS

Matyakubova, Aziza

This thesis investigates digital marketing strategies for enhancing competitive positioning of retail chains in Uzbekistan based on comprehensive analysis of 214 retail chain outlets across 8 major cities during 2021-2024 and customer behavioral data from 4,782 consumers.

Empowering Tette Chips MSMEs Through Social Media Based Digital Marketing Strategies in Lebbek Village, Pakong District, Pamekasan Regency

Mawaddah Mawaddah · null Winda Lidiyana · null Arifah Nuril Maufiroh · null Sri Wahyuni · y 2 más

The Tette Nira Chips MSME in Lebbek Village has significant growth potential, offering unique flavors that reflect the richness of local culture and natural resources. However, significant challenges such as limited market access, low digital literacy, and the inability to manage modern promotions hinder their growth....

Shaping Consumer Purchase Decisions Through Digital Marketing, Product Quality, And Customer Experience

Ardy Jordan · Pande Ketut Ribek · Ni Putu Cempaka Dharmadewi Atmaja

Consumer purchasing decisions influence how effectively a product or service performs; therefore, they are a crucial component of marketing. When deciding on a product choice, consumers go through a process known as the purchasing decision, which is influenced by various factors, including digital marketing, customer e...

The influence of Artificial Intelligence Applications in Digital Marketing: An Analytical Study of a Sample of Iraqi Internet companies’ customers

Anas Maaroof · Mohammed Ghanim F. Al-Obaidi · Hasnaa A. Ismael · Omar Q. Alshebly · y 3 más

AI has extensive data on how customers behave and what they like, which helps companies better understand what they need. This has led many businesses to adopt these technologies to market their goods and services. The primary objective of this paper is to examine how the application of AI affects digital marketing str...

Digital Experiential Marketing and Repurchase Intentions Among Generation Z in Morocco: An Extended Theory of Planned Behavior Approach

Lamia MOUNTASSIR · Firdaous GMIRA · Samah IBNOU-LAAROUSSI · Fatima Ezzahra KHTABE

Abstract Gen Z (ages 15 to 24) in Morocco makes up 16.2% of the population and exhibits behaviors distinct from older generations. They are highly tech-savvy, using the internet for work, dating, and socializing. Social media plays a central role in their lives, with 43% spending 3 to 5 hours daily on these platforms....