Buscador de Tesis y publicaciones académicas

From Influence to Intention: How Peer Dynamics and Viral Marketing Shape Gen-Z Food Purchasing Through Brand Awareness

Ni Putu Olla Anggraeni · Ida Nyoman Basmantra

Digital platforms and peer interactions play an increasingly central role in shaping Generation Z’s consumption behavior, yet limited empirical evidence clearly explains the distinct effects of peer influence and viral marketing on purchase intention through the mediating role of brand awareness, particularly in Bali’s...

Marketing Communication Trends in MSMEs and Their Implications for Consumer Behavior: A Systematic Literature Review (2015–2025)

null Hasnidar

: Digital marketing communications have undergone a fundamental transformation that has encouraged micro, small, and medium enterprises (MSMEs) to adopt new approaches in reaching and retaining consumers. This study aims to identify, evaluate, and synthesize scientific literature on marketing communications trends in M...

EFFECT OF DIGITAL MARKETING ON CONSUMER BASED BRAND EQUITY OF MICRO ENTERPRISES IN NIGERIA

Kingsley ONANA

Micro enterprises in Nigeria lack brand equity in terms of customers awareness for distinct Nigerian micro enterprises brands, trust in perceived quality for micro enterprises products, loyalty and brand associations which limits their ability to perform well despite use of digital marketing. This study sought to ascer...

Digital Business Strategy

Ryan Malvin Cornelius

Strategi digital adalah proses penentuan visi, tujuan, peluang dan inisiatif sebuah organisasi baik bisnis maupun nirlaba untuk memaksimalkan manfaat dari prospek dunia digital. PengertianDigital marketing adalah suatu kegiatan pemasaran atau promosi sebuah brand atau produk menggunakan media digital atau internet. Tuj...

THE INFLUENCE OF BRAND AWARENESS AND DIGITAL MARKETING ON PURCHASING DECISIONS AT DW DIGITAL PRINTING

null Agus Kurniawan · null Gian Fitralisma · null Hartanto Halim

Purpose: This study aims to determine the extent to which brand awareness and digital marketing influence consumer purchasing decisions at DW Digital Printing, Majalengka Regency. Research Methodology: This study employed a quantitative research design using a survey method. Data were collected through Google Form ques...

El marketing en los clubs de fútbol

García Mazo, Pablo

El objetivo de este trabajo es analizar la forma en que las organizaciones deportivas profesionales están aplicando las técnicas de marketing en un entorno de transformación digital, centrándose especialmente en el caso de los equipos de fútbol y en los procesos de transformación digital que está experimentado la comer...

How digital marketing affects the profitability, recognition and success of industrial enterprises

N.D. Gritsenko

Industrial enterprises are increasingly faced with the need for a systematic digital approach to marketing. The article examines how digital tools and end-to-end analytics make it possible to manage a long cycle of B2B sales, reduce the cost of attracting a customer and directly affect business profitability. The mater...

Digital Marketing and Big Data: a bibliometric analysis of scientific production from the Scopus database

Elisabete Paulo Morais · Carlos Rompante Cunha · Joao Paulo Sousa

To identify the most frequently developed topics in the area of Big Data and Digital Marketing, a quantitative analysis was developed in December 2020. This analysis was focused on 750 publications and later on 67 publications on Big Data and Digital Marketing from the Scopus database. A bibliometric analysis was devel...

Impact of digital technologies adoption on firm performance: the mediating role of social value creation and the moderating role of entrepreneurial marketing in Indian SMEs

R. Manigandan · J. Naga Venkata Raghuram

Strategi Pemasaran UMKM Berbasis Marketing Mix dan Analisis SWOT

null Rodifah Rodifah · null Abdurrahim Fadhl · null Firda Ulinnuha · null Bagus Maulana · y 1 más

The results of the study show that pricing strategy contributes dominantly to increasing sales, but the lack of digital promotion causes limited market reach. Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in driving national economic development and providing employment. However, in facing an increas...