Buscador de Tesis y publicaciones académicas

DIGITAL MARKETING STRATEGY FOR MSMEs IN THE VUCA ERA (Volatility, Uncertainty, Complexity, and Ambiguity)

Sri Lestari

Economic growth in Indonesia currently driven by various sectors, one of which is the micro, small and medium enterprise (MSME) sector. However, the biggest problems faced by MSMEs in Indonesia today are capital (51.09%) and marketing (34.72%). In today's VUCA era, business situations are volatile and lead to uncertain...

Influencer Marketing and Trust in the Era of Deepfakes

Dr. Mohammad Asadullah Khan

ABSTRACT The rise of influencer marketing has transformed digital communication, enabling brands to engage directly with consumers through trusted social media figures. However, the advent of deepfake technology poses new challenges to authenticity, credibility, and trust. This conceptual paper explores how deepfakes i...

Pengaruh Digital Marketing, Kualitas Produk dan Harga Terhadap Minat Beli Pelanggan Pada Coffeshop di Kota Banjarbaru

null Yudi · null Rifqi Amrulloh · null Fredy Jayen · null Tina Lestari

The purpose of this study is to ascertain how customers' interest in purchasing from coffee shops in Banjarbaru City is affected by digital marketing, product quality, and price. This study's population consists of all customers of Loka Coffe & Eatery, Terjibakkopi, and Kean Coffe, three coffee shops in the city of Ban...

Advertising Online / Digital Marketing

Sachdeva, Kanika

ЦИФРОВОЙ МАРКЕТИНГ КАК ИНСТРУМЕНТ РАЗВИТИЯ БАНКОВСКОГО БИЗНЕСА

Autoría no especificada

В статье раскрыто исследование, посвященное сущности и содержанию цифрового маркетинга в банковской сфере. Представлен комплексный анализ научных подходов к определению сущности категории «цифровой маркетинг» и выделено три основных подходы к ее определению: функциональный; технологический и комплексный. Систематизиров...

Managing the Integrated Value of an Enterprise through Digital Marketing Tools

Olena V. Arefieva · Serhii O. Arefiev

The article studies the essence of management of the enterprise’s integrated value, taking into account the peculiarities of using digital marketing tools, based on the basics of building a strategy for enterprise development. The structure of the enterprise’s integrated value by certain stages is formed, the basic pri...

The Rise of Advertising Websites Claims the Emergence of Digital Advertising is Leading to a Transformational Shift in the Marketing Landscape

Gökçe, Selman

Lutjens et al. (2022) contend that the advent of digital advertising has brought about a profound shift in the marketing domain. This revolution will enable marketers to establish connections and interact with their target consumers in ways that were previously inconceivable. Traditional advertising channels such as pr...

Organizing Marketing Research and Information on Internet Marketing

Z. Madieva

The solution of issues related to the digitization of marketing activities in enterprises in the digital economy is in many respects related to the use of Internet marketing. It is important to organize marketing research, collect primary and secondary information, and conduct surveys through Internet marketing to ensu...

A review of digital family businesses: setting marketing strategies, business models and technology applications

José Ramón Saura · Daniel Palacios-Marqués · Belém Barbosa

Purpose Technological advances in the last decade have caused both business and economic sectors to seek for new ways to adapt their business models to a connected data-centric era. Family businesses have also been forced to leave behind traditional strategies rooted in family stimuli and ties and to adapt their action...

Humanistic Marketing and Digitalization for Quality of Life and Sustainability: a Theoretical Approach

Reynaldo Rivera-Baiocchi

Marketing plays a key role in the configuration of human and organizational actions through the design, digitalization and communication of social and economic values. In a digital age, Marketing strategies are at the center of several controversies like the growth of consumeristic practices, environmental damage and p...