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Implementing digital transformation (DT) has become an essential factor in preserving competitiveness and achieving transformative leadership for enterprises. This research examines trends in digital transformation and evaluates the effectiveness of marketing strategies, focusing on the impact of digital technologies s...
The development of online media has positioned digital marketing as a primary marketing strategy that emphasizes two-way communication between business actors and consumers. However, in practice, digital marketing often prioritizes economic effectiveness while neglecting communication ethics, such as message honesty, i...
This paper is based on Technology-Organization-Environment (TOE) model and Capability-Based View (CBV) that explores the impact of managerial digital leadership, ability to create digital content, the ability to perform data analytics, and supporting external digital ecosystems on the performance of SMEs with digital m...
University of Technology Malaysia · Azmir, Muhammad Farhan · Mohamed, Ruzimi
Abstract This review examines the future trajectory of digital and sustainable innovations in global marketing strategies, emphasizing their growing interconnectedness amid technological advancements and rising environmental concerns. It synthesizes current theoretical frameworks such as AI-driven marketing and sustain...
It has been concluded that a new transformation in marketing is inevitable, especially during the pandemic period, with the complete disappearance of the traditional customer experience. It has been concluded that a new transformation in marketing is inevitable with the complete disappearance of the traditional custome...
The article conducts research and a comprehensive review of the digital marketing market, specifies various tools and technologies, and offers algorithms for the use of marketing strategies for business entities of Ukraine in the modern era of digitalization and European integration Ukrainian business. The work has pra...
Abstract: The study is designed to determine the impact of digital marketing barriers on the performance of micro and small online businesses. The hypotheses that were proposed were: access to digital marketing has a significant impact on the performance of micro and small online businesses; the business' digital marke...
online marketingsocial mediaeconomics and businesssocial sciences
This study investigates the comparative effectiveness of traditional and digital marketing strategies in attracting students to a satellite campus. Traditional marketing methods, including print advertisements, radio, and community outreach events, have long been used to establish trust and engage with local communitie...
Nabila Mazaya Putri · Bayu Wahyudi · Wiseto P. Agung
This study aims to analyze the effectiveness of digital marketing in increasing the number of patients at Permata Hati Bunda Clinic, considering human resource (HR) quality as an intervening variable. A quantitative method with an explanatory research design was applied. The study involved 100 patients selected using c...
The rapid expansion of digital marketing has transformed how firms communicate sustainability values, yet it has also intensified information asymmetry between companies and consumers. Such asymmetry creates opportunities for greenwashing, where environmental claims are not fully supported by actual performance. This s...
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