Buscador de Tesis y publicaciones académicas

The Effect of Artificial Intelligence on Digital Marketing Management of MSMEs

Suhroji Adha · Irawan Irawan · Enji Azizi · Hero Wirasmara Kusuma · y 1 más

The advancement toward the Society 5.0 era has encouraged MSMEs to increasingly adopt artificial intelligence in various business activities, particularly in digital marketing practices. However, empirical evidence examining the role of artificial intelligence in supporting digital marketing management among MSMEs, esp...

Assessing Digital Marketing Strategies in the Retail Sector Using Bayesian BWM and Fuzzy Topsis

Arman, K.

Digital marketing strategies play a crucial role in today's business world and have become an indispensable component of many sectors. The main objective of this study is to assess digital marketing strategies in the retail sector with multiple criteria decision making (MCDM) methods. Bayesian BWM (B-BWM) is utilized i...

Digital marketing: features and development prospects

Kolodiychuk, Anatoliy · Vazhynskyy, Fedir

The subject of the study is the peculiarities and prospects of the development of digital marketing. The purpose of the study is to determine the mechanism for improving digital marketing in the national economy.Research methods. The article uses the dialectical method of scientific knowledge, the method of analysis an...

FEATURES OF FORMATION OF INNOVATIVE TOOLS OF MODERN MARKETING IN THE CONDITIONS OF TRANSFORMATION OF DIGITAL ECONOMY

Oksana Bodnaruk

The purpose of the article – is to identify and analyze the current trends of innovative marketing communication technologies and their impact on the business and potential consumer in the context of digital transformation. The research methodology of the study is the application of methods of analysis, synthesis, comp...

The impact of digital content of marketing mix on marketing performance: An experimental study at five-star hotels in Jordan

Mohammad Alkarem Khalayleh · Sulieman Al-Hawary

The study aimed to examine the impact of the marketing mix for digital content on the marketing performance of five-star hotels in Jordan. The dimensions of the marketing mix for digital content were (digital marketing database, social media platforms, digital pricing, and digital advertising), while the dimensions of...

<b>The Impact of Digital Marketing Practice on the Banking </b><b>Performance in Afghanistan (Evidence from Ghazanfar Bank)</b>

Najibullah Arshad · Farhad Rahimi · Nawrooz Muzafari

This study examines the impact of digital marketing practices specifically email marketing, social network marketing, mobile phone marketing, and website marketing on banking performance, using Ghazanfar Bank in Afghanistan. The objective is to determine which digital marketing components most significantly enhance ban...

Business Learning: How Digital Marketing Contributes to Customer’s Purchase Decisions During the Covid-19

Jiaqi Li

The coronavirus has dramatically changed the trend of global consumer behavior, further highlighting the function of digital marketing strategies. This article adopts a literature study that refers to research focused on the use of digital marketing in business. This research would be useful for future academic researc...

Digital Marketing and Social Media Strategies for Tourism and Hospitality Organizations

Autoría no especificada

Investigates the current status of digital marketing and social media utilization by both travellers and service providers and explores future digital marketing and social media research trends.

Introducing Digital Analytics and Analytical Tools

Frigenti, Pietro Paolo

Impact of Digital Marketing Innovation and Strategic Orientation on Firm Performance: Mediation by Marketing Capability and Moderation by Risk Management

Wisnu Yuwono · Selviana Dwi Fitriyanti · Ferdinand Nainggolan

MSMEs have contributed to employment and economic growth. There are many challenges faced by MSMEs in the era of Industrial Revolution 4.0, including the use of digital marketing innovation and strategic orientation to achieve firm performance. In this research, the aim is to analyze the influence of digital marketing...