Buscador de Tesis y publicaciones académicas

Marketing Analytics and Consumer Behavior in Digital Markets: Strategic Insights for Data-Driven Marketing

Rocsana Bucea-Manea-Tonis

Digital marketing and brand competitiveness: The mediating role of marketing capability and operational capability

Xingping Jia

A Study on the Strategic Use of Generative AI Tools and Their Impact on Digital Marketing Campaign Performance at S&T Group

Dr. NA. Ponnila Harshavardhini · K. Sanjay

ABSTRACT This study examines the strategic use of generative AI tools and their impact on digital marketing campaign performance at S&T Group. As organizations increasingly implement AI-driven tools for content generation, campaign strategy, and audience interaction, it has become crucial to comprehend their true impac...

Modeling Marketing Information System Platform Using Computation Independent Model (CIM)

Leila Bakhti · Phd Student · Professor Afaf Bensghir · Professor Erramdani Mohammed

This paper presents an innovative approach that combines digital marketing (DM) and model-driven architecture (MDA) to develop a personalized information system platform for companies, filling a gap in the literature. Our approach integrates funnel marketing concepts and MDA levels. While digital marketing and MDA have...

Current trends in digital marketing

Kurpayanidi K.I.

The author identifies and describes a number of pronounced trends in digital marketing, such as the application of artificial intelligence and machine learning in contextual advertising, the increasing importance of mobile marketing, the development of video marketing and social media, the application of Big Data and p...

The Influence of Digital Marketing and Brand Image on Consumer Purchase Interest in Ashiaapfood Instant Food Products

null Desfitriady · null Wandi Diwana

The purpose of this study is to ascertain how consumer interest in purchasing Ashiaapfood quick food products is influenced by digital marketing and brand image. This study uses an associative and descriptive technique approach and is quantitative in nature. 535,800 TikTok users who follow ASHIAAAP Food were the study'...

The Effect of Digital Marketing, Consumer Experience, and Lifestyle on Purchasing Decisions at Wedding Organizer MSMEs in Kediri Regency with Trust as a Mediator Variable

null Gleydis Harwida · null Sudarmiatin

This study aims to analyze the effect of digital marketing, consumer experience, and lifestyle on purchasing decisions at wedding organizer MSMEs in Kediri Regency, with trust as a mediator variable. Using a quantitative approach and Structural Equation Modeling (SEM) analysis technique based on Partial Least Square (P...

PENGARUH SERVICE QUALITY DAN DIGITAL MARKETING TERHADAP KEPUTUSAN BERKUNJUNG PADA OBYEK WISATA PANTAI BOTUTONUO KECAMATAN KABILA BONE KABUPATEN BONE BOLANGO

Mohamad Zidhan Hidayat Lapalanti · null ANDI JUANNA · null SYAMSUL B. BIKI · null IRWAN YANTU

Penelitian ini bertujuan untuk mengetahui pengaruh service quality terhadap keputusan berkunjung, pengaruh digital marketing terhadap keputusan berkunjung, dan pengaruh service quality dan digital marketing terhadap keputusan berkunjung. Pengumpulan data menggunakan data primer yang diperoleh dari wisatawan pada obyek...

Exploring the Effectiveness of Google Ads in Digital Marketing

Gangadhar Hugar · Rajshekhar Basavapattan

In the contemporary business landscape, digital marketing has become one of the most significant approaches for companies to promote their products and services. As of 2025, Google continues to dominate global digital advertising expenditure, emphasizing the critical role of Google Ads within the digital marketing fram...

Digital marketing in wartime

Olha MELNYK · Kateryna DOLOSHYTSKA

Introduction. The full-scale Russian invasion of Ukraine radically changed the economic environment and the behavior of enterprises and consumers. Digital marketing became not only a promotion tool, but a means of survival for companies facing disrupted logistics, destroyed infrastructure, the migration of customers an...