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This study examines the meaning-making processes of users in digital marketing narratives from a conceptual perspective. The transformative impact of digitalization on social structures, individual life practices and corporate strategies has necessitated the development of two-way and participatory forms of communicati...
Selasi, D. (Dini) · Agustiani, L. R. (Lola) · Vidiati, C. (Cory)
Digital marketing has been used in current business activities, including micro, small and medium enterprises (MSMEs). Digital marketing is a transition from conventional marketing to a digital system, this is because consumers are used to looking for needs and shopping online. The research method used is descriptive q...
Valentyna Shevchenko · Iryna Taranenko · Svitlana Yaremenko · Tetiana Mishustina · y 2 más
This article examines the trends of digital marketing in the context of information society development. Under the influence of informatization of society, the spread of innovative development of the economic environment are transformed all its components, including changing approaches to marketing, which uses more and...
MOHAMED BALLA MOHAMED ELFAKI · IBRAHIM A. ALIBRAHIM · IYAD A. AL-NSOUR
Abstract This study examines the intricate relationships among digital marketing capabilities, digital marketing orientation, E-CRM, brand personality, and customer retention, focusing on how market competition intensity influences these relationships among entrepreneurial ventures, primarily in the Saudi market. The f...
Artificial intelligence has emerged as a transformative force in digital marketing, enabling data-driven decision-making, intelligent automation, and personalized customer engagement across complex digital ecosystems. The rapid expansion of digital platforms has generated vast volumes of heterogeneous consumer data, cr...
This research is motivated by the importance of marketing strategies through digital marketing to survive in competition between business actors. Therefore, business actors must be able to master digital marketing. This researcher aims to find out how the influence of digital marketing on increasing sales volume in ree...
Abstract The rapid growth of digital technologies has transformed the way businesses communicate with consumers and promote their products. Digital marketing has emerged as a powerful tool influencing consumer awareness, attitudes, and purchase behaviour. This research paper examines the impact of key digital marketing...
The primary focus of this thesis centres around the application and effectiveness of sports marketing in today's digital age. As we find ourselves in the digital era, where communication, work, leisure activi-ties, and consumption have been revolutionized by digital transformation, this thesis explores the growth of sp...
Marketingsocial mediaeconomics and businesssocial sciences
Abstract Digital transformation has become a major organizational priority, influencing business processes, employee capabilities, marketing practices, customer engagement, and organizational performance. This paper presents an integrative perspective on the relationship among Digital Transformation (DT), Human Resourc...
Digital transformation is bringing a paradigm shift in the marketing practices in the pharmaceutical industry. The conventional methods of promotion that are physician-centered are being gradually replaced with digital communication strategies that transform the way stakeholders interact and the position of the brand....
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