Buscador de Tesis y publicaciones académicas

The Consumer Decision Journey in the Digital Age: How Brands Influence Consumer Behavior Online

Shuai Xu

The usual marketing funnel no longer safely reflects consumer behaviour in the modern era. Customers prefer to participate in the Consumer Decision Journey (CDJ), a more repetitive and straight- ahead decision- making method. This analysis examines how businesses can impact buyers from when a customer becomes aware of...

Embracing Digital Marketing Technologies and Increasing Student Engagement through Marketing Agility and Reactance

Mathur, Manisha

This study aims to explore the role of marketing agility capability in facilitating students' acquisition of essential knowledge, skills, and abilities related to emerging technologies, as well as their active engagement with the course material. Utilizing Partial Least Squares Structural Equation Modeling of the data...

Leveraging Digital Marketing and Integrated Marketing Communications for Brand Building in Emerging Markets

Amrita Chakraborty · Varsha Jain

Why Are Digital Ads Essential For Modern Marketing Success?

PowerAdSpy

In this PDF, learn how Digital Ads help businesses reach the right audience, boost visibility, and support marketing success. Explore more:https://poweradspy.com/why-digital-ads-work/

Combining experience marketing with influence marketing can lead to an increase in digital brand awareness

Almeida e Souza, Carolina · Costa e Silva, Susana · Shimabukuro Sandes, Fabio

Objective: This work aimed to discuss how the combined strategy of experiential marketing and influence marketing can lead to an increase in a brand's digital brand awareness. By combining elements of experience marketing with the dissemination through digital influencers, this project presents and discusses the positi...

Efficient customer segmentation in digital marketing using deep learning with swarm intelligence approach

Chenguang Wang 0002

Beyond Digitalization: Organizational and Technological Challenges Implementing Marketing 6.0 In India

Dr.Sandip Nimbalka K

Marketing 6.0 represents a post-digital marketing paradigm where organizations move beyond basic digitalization toward intelligent, human-centric, sustainable, and trust-driven marketing systems powered by AI, automation, data ecosystems, and responsible innovation. While India has witnessed rapid digital adoption acro...

ANALISIS PENGARUH DIGITAL MARKETING DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Konsumen Produk Oriflame di Kota Semarang)

May Lisa Trifiana · Susanti Wahyuningsih · Untung Widodo

This study aims to explain the influence of Digital Marketing and Influencer Marketing on Purchasing Decisions through Brand Trust as an intervening variable on Oriflame product consumers in Semarang City and to determine the influence of Digital Marketing, Influencer Marketing, and Brand Trust on Purchasing Decisions....

A Conceptual Procedure-Based Study on Influencer Marketing Trend Forecasting

Xuankai Lu

As the digital era develops further, digital marketing is more desirable than traditional marketing. Influencer marketing is now an essential component of brand marketing, and it is evolving into a marketing technique. However, for now, it appears many people do not have a clear idea of what this model consists of and...

The Future of Marketing: Harnessing Digital Transformation, AI, and Big Data for Personalized Strategies and Consumer Insights

Runping Du · Qingxiao Du

This essay explores the significant impact of digital transformation on marketing strategies over the next decade. As digital technologies, including artificial intelligence (AI), big data analytics, and machine learning, continue to evolve, businesses are increasingly able to personalize marketing messages and improve...