Buscador de Tesis y publicaciones académicas

Ethical Implications of Transparency in AI-Driven Marketing Strategies

Yasmine Benimma · Amina Bennouna

This scoping review examines the ethical implications of AI in digital marketing strategies, focusing on personalization and customer experience optimization. As AI becomes increasingly integrated into marketing practices, concerns arise regarding privacy, transparency, and the ethical use of data. The study analyzes 1...

Türkiye'de 2020-2022 yılları arasında dijital pazarlama konusunda yazılmış yüksek lisans tezlerinin değerlendirilmesi

Işık, Melek Aleyna

Tez çalışmasında 2020 yılı ile 2022 yılları arasında Türkiye ‘de yazılmış olan pazarlama alanında “Dijital Pazarlama” konulu Yüksek lisans tezlerinin incelenerek pandemi döneminden bu yana dijitalleşme konusunda değişim ve gelişmeler konusunda ne gibi değişimler görüldüğü yazılan akademik tezler aracılığıyla incelenip...

Pengaruh Konten Marketing dan Citra Merek Terhadap Keputusan Pembelian dengan Dimediasi Minat Beli pada Pengguna Aplikasi Tokopedia

null Ustadriatul Mukarromah · null Mirtan Sasmita · null Lilis Rosmiati

Era digital saat ini berkembang pesat. Meningkatnya transaksi digital juga membuat konsumen bergeser ke pembelian online dalam hal ini e-commerce. Adanya konten marketing yang menarik membuat ketertarikan konsumen untuk membeli dan juga merek yang terkenal membuat konsumen tanpa ragu untuk membeli. Peneilitian ini meng...

Entrepreneurial marketing as a factor for activating regional tourism development

Z. M. Tulenbayeva · А. Т. Tleuberdinovа · Stephen Pratt

In the context of intensifying competition in the global tourism market, entrepreneurial marketing is increasingly recognized as a key instrument for enhancing the competitiveness of tourism enterprises, particularly in countries with emerging tourism industries such as Kazakhstan. The purpose of this study is to devel...

Re-Engineering of Marketing for SMEs in Energy Market through Modeling Customers’ Strategic Behavior

Despina S. Giakomidou · Athanasios Kriemadis · Dimitrios K. Nasiopoulos · Dimitrios Mastrakoulis

In recent years, the energy market has seen an increase in small and medium enterprises (SMEs) participating in the sector and providing relevant services to customers. The energy sector SMEs need to acknowledge whether reengineering their marketing strategy by modeling customers’ website behavior could enhance their d...

Análise das opções estratégicas do marketing digital e o seu impacto na promoção do alojamento turístico

Leite, Hugo Filipe Avelar

O propósito desta investigação é analisar a importância atribuída pela hotelaria na ilha de São Miguel (Açores, Portugal) às estratégias de marketing digital e às ferramentas de marketing digital – websites, redes sociais, TripAdvisor, Booking.com, entre outros – para envolver os clientes, construir relacionamentos for...

Metaverse Fashion Ecosystem: A Sustainable Marketing Perspective

Mostafa Mohamad · Fandi Omeish · Anna Tarabasz

THE ROLE OF DIGITAL ENGAGEMENT IN OMNICHANNEL FASHION RETAIL: THE IMPACT OF SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS ON BRAND LOYALTY

Nanda Anita · Butkouskaya Vera

The death of the traditional marketing mix (7Ps) and the rise of the experiential marketing mix (7Es)

Wided Batat

The Influence of Digital Marketing on MSME Marketing in the Polmed Canteen

Aulia Tiara Rahmadanty