Buscador de Tesis y publicaciones académicas

THE USE OF SOCIAL MEDIA AS A MARKETING TOOL: A COMPREHENSIVE LITERATURE REVIEW

Olivas Fonteboa, Estefania

IN THE DIGITAL AGE, THE LANDSCAPE OF MARKETING HAS UNDERGONE A SIGNIFICANT TRANSFORMATION. THE ADVENT OF THE INTERNET AND THE PROLIFERATION OF DIGITAL DEVICES HAVE PAVED THE WAY FOR NEW MARKETING CHANNELS, STRATEGIES, AND TOOLS. AMONG THESE, SOCIAL MEDIA HAS EMERGED AS A DOMINANT FORCE, INFLUENCING NOT ONLY HOW BUSINES...

Artificial Intelligence in Digital Marketing Performance Optimization for Micro Small and Medium Enterprises in Surakarta

Ahmad Aufar Ribhi · Graceilla Kristia Seraphim Budiono · Muhammad Ircham Rizki

Digital marketing has become a necessity for Micro, Small, and Medium Enterprises (MSMEs) to increase their competitiveness in the digital economy era. Artificial Intelligence (AI) plays a central role in this revolution, particularly in the field of digital marketing, by reducing targeting complexity, enabling predict...

The Influence of Content Marketing, Digital Human Resource Competence, and Social Media Communication Response on MSME Consumer Trust through Customer Engagement as a Mediating Variable

Nugrahini Susantinah Wisnujati · Abu Muna Almaududi Ausat · Syamsuri Syamsuri · Susatyo Adhi Pramono · y 2 más

This study aims to analyze the influence of content marketing, digital human resource (HR) competence, and social media communication response on consumer trust in micro, small, and medium enterprises (MSMEs), with customer engagement acting as a mediating variable. The research is motivated by the increasing importanc...

Digital Marketing of unhealthy products to children: evidence from the WHO CLICK framework

K Wickramasinghek · K Hetz · O Zhiteneva

Abstract The rates of childhood obesity are rising, the “on-screen” times of children are increasing, and the marketing strategies are more personalized and targeting than ever. Exposure to digital marketing of unhealthy foods to children and adolescents is a major concern as food and beverage companies can target adve...

Mobile Marketing as a Growth Tool for Rural Small-Scale Enterprises

Prof. Pooja Tiwari

In the digital era, mobile technology has revolutionized marketing practices across urban and rural markets. Rural small scale enterprises, which form the backbone of India’s grassroots economy, are increasingly leveraging mobile marketing strategies to enhance their market reach and profitability. With the rapid growt...

WORKSHOP UMKM: PEMASARAN BERBASIS LITERASI DIGITAL

Ratri Harida · Cutiana Windri Astuti · Rifa Suci Wulandari · Rizki Mustikasari · y 1 más

The Digital Literacy-Based Marketing Workshop for UMKM entrepreneurs in Pomahan Village, Pulung District, Ponorogo Regency, East Java Province is a means to practice photo and video editing skills, and use persuasive language to increase consumer’s interest for UMKM businesses. This activity aimed to make the wider a...

STRATEGIC INNOVATIVE ORIENTATIONS OF MARKETING COMMUNICATION ACTIVITY OF ENTERPRISES OF EU AND UKRAINE COUNTRIES

Iryna V. Taranenko · Tetiana S. Mishustina · Svitlana S. Yaremenko

Modern international approaches to the interpretation of the “marketing innovations” concept, which is periodically reviewed by the international expert community in accordance with changes in the business environment in modern conditions, are studied. A comparison of the approaches, set out in the 3rd and 4th Oslo Man...

Maximizing Sales with Social Media and Email Marketing: Lessons from MSMEs in Sumenep Regency, Indonesia

Ahmad Ghufrony · Lilis Ardini · Agung Pambudi Mahaputra

In the modern digital landscape, micro, small, and medium enterprises face significant challenges in reaching and engaging their target customers. This quantitative research study examines the impact of social media and email marketing strategies on sales growth in Micro, Small, and Medium Enterprises in Sumenep Distri...

Marketing digital

Autoría no especificada

Influencer marketing as a contemporary tool in brand promotion

Fraculj, Mario · Antolović, Kamilo · Pale, Domagoj

The accelerated development of forms of communication, primarily interactive digital communications, creates new paradigms in the marketing of products, brands and companies. Influencer marketing has proven to be one of those that is growing and has an increasingly powerful influence in brand marketing. So, the questio...