Buscador de Tesis y publicaciones académicas

Digital Marketing Integration Strategy to Support Online Campaigns in Pearung Tourism Village, Humbang Hasundutan Regency, North Sumatra

Ellyta Tambunan · null Bastanta Eka Putra Kembaren · null Riana Handayani Silalahi

Analysis of the Influence of Digital Marketing Strategies and Online Campaigns on Tourist Visit Rates in Pearung Geosite Sipinsur Village, Humbang Hasundutan Regency, North Sumatra. This study aims to analyze the influence of digital marketing strategies and online campaigns on tourist visit rates in Pearung Geosite Si...

Digital Marketing as a Marketing Strategy to Increase SMEs Revenue

Sophia Rahmadhani · null Nurbaiti · Budi Dharma

In an era of rapid technological advancement, the significance of digital marketing as a pivotal tool for business growth cannot be overstated. Despite its widespread adoption, there are still challenges and fluctuations encountered by businesses, even when employing digital marketing strategies. Understanding the effe...

Revisiting public relations function in the digital era: a study on public relations and marketing practitioners in Hong Kong

Suk Chong Tong · Fanny Fong Yee Chan

PurposeBased on both quantitative and qualitative analyses, this study revisits public relations (PR) and marketing practitioners' perceptions of PR function and its relationship with marketing function in the digital context.Design/methodology/approachAn online survey targeting 234 PR and marketing practitioners was f...

The role of pro-comparative advantage absorptive capacity in improving marketing performance using a resource advantage theory of competition perspective

Ahmad Bima Mahendra · Augusty Tae Ferdinand · Yuni Maxi Putri

This study aims to explain the importance of superior pro-comparative advantage absorptive capacity as a bridging concept to resolve inconsistent results regarding the role of digital marketing in improving marketing performance. The study procedures were carried out using a quantitative method with data from 290 respo...

Digital Marketing Training through the 4C Formula Copywriting Method in Kampung Gerabah Penanggungan

Aura Chaerani · Widiya Rahmawati · Daiva Permana Ardanu Syaadzan · Salafiatus Salamah · y 1 más

This community service initiative focused on enhancing the digital marketing skills of the residents in Kampung Gerabah Penanggungan through a 10-day training program. Twenty community members participated in the program, where they received training on fundamental aspects of digital marketing, such as social media mar...

Aplicación y análisis de un modelo de decisión y ejecución de técnicas de Marketing B2B

Caballero Martínez, Alejandro

[ES] Dentro de los procesos de Transformación Digital de las empresas, el marketing digital engloba diferentes vías y técnicas de trabajo, en función de la tipología y las necesidades / características de cada empresa. Este Trabajo Final de Máster tiene como objetivo aplicar un modelo de decisión a seguir de una agenci...

The Broadening Horizon of Digital Marketing: Investigating its Transversal Impact

Paula González-Padilla · Jose Ramon Saura · Senka Borovac Zekan

Plano de marketing digital aplicado à Empresa Bynet: comunicação digital

Meireles, Ana Rita Correia

A comunicação digital nas empresas evoluiu rapidamente graças à expansão da Internet e da era digital, pelo que os média sociais transformaram o modo como as empresas se envolvem com os clientes. O presente relatório pretende demonstrar a resposta da Bynet face aos desafios da comunicação digital, pelo que entre os obj...

Digital Marketing Capability and MSMEs Performance: Understanding the Moderating Role of Environmental Dynamism

Ika Purwanti · Dwi Reni Nisvul Lailyningsih · Umar Yeni Suyanto

Objective: This study examines the influence of digital marketing capability on Micro, Small, and Medium Enterprises (MSMEs) performance. Environmental dynamism was the moderator in this relationship. Design/Methods/Approach: This study design was a quantitative approach. The research was conducted in Lamongan Regency....

Innovative Marketing in Luxury Fashion: How Gucci Uses Big Data to Enhance Digital Marketing

Meiling Lu

This study examines Gucci's digital marketing strategies, focusing on how the brand leverages big data to enhance its digital presence and engage Generation Z. Amid significant digital transformation in the fashion industry, Gucci has maintained its competitive edge through innovative digital initiatives. The research...