Buscador de Tesis y publicaciones académicas

Digital Marketing and Digital Retail Strategies in the Luxury Sector

Giuseppe Colella · Cesare Amatulli

Contemporary marketing strategies have shifted from unidirectional to bidirectional logic, according to which the rise of digitization and of social networks are changing the concept of marketing itself. The most impactful digital technologies have been digital platforms and brand communities, which have exposed compan...

Analysis of Strengthening the "Digital Marketing" Strategy in Order to Maintain MSMEs Post Covid-19 Pandemic

Soesiawan, Tri Pangkat · Sugiyanto, Sugiyanto

The Covid-19 pandemic has greatly affected the economy in the global environment, especially in developing countries due to the limited use of digital technology. The main victims of the Covid-19 pandemic are Micro, Small and Medium Enterprises (MSMEs). Digital marketing is a solution that can be taken by MSME to incre...

Digitalization of Pipang Product Marketing for Increasing SME Sales

I. Ilman · Pratiwi Ramlan · Wahyudi Sofyan · Muhammad Rais Rahmat Razak · y 1 más

This study focuses on pipe marketing to increase SME sales in Puncak Harapan Village, which lacks extensive marketing strategies and brands with significant selling value. It aims to leverage the potential of digital technology to expand opportunities for the growth and success of SME businesses in the current digital...

Exploration of the Influencing Factors of Farmers' Willingness and Behavior in New Media Marketing under the Background of “Digital Commerce and Rural Development”

Qiongqiong Zhang

Under the background of “Digital Commerce and Rural Development”, utilizing new media for marketing has become the main way to expand the sales of agricultural products.This paper takes farmer survey data as a sample, based on the theory of planned behavior, explores the influencing factors of the “Digital Commerce and...

Research on the Role of Social Media in Brand Marketing under the Digital Background - Taking Luxury Brands as Examples

Ruihang Chen

The development of the digital economy has prompted the global luxury goods industry to show different development trends. The strategy of using traditional media for brand marketing can no longer meet the changes in consumer demand or cope with fierce market competition. On the contrary, the vivid and interactive info...

PENERAPAN DIGITAL MARKETING MELALUI TEKNIK COPYWRITING DAN SEO BAGI UMKM

Dicky Supriatna · Julisar Surjadi · Deasy Ariyanti Rahayuningsih

In today's technological era, digital marketing is one of the keys to business success. The implementation of digital marketing includes copywriting and Search Engine Optimization (SEO) techniques. The implementation of this service activity provides training for MSME actors to know, understand, and be able to practice...

Markenbrand: Die Strategiequelle - Zeitschrift für Markenstrategie. Schwerpunkt Digital Marketing

Pätzmann, Jens U.

Markenbrand: Die Strategiequelle - Zeitschrift für Markenstrategie. Digital Content, Content Marketing

Pätzmann, Jens

The impact of AI-supported marketing capabilities and analytics on SMEs' customer agility and marketing performance

Fatma Demirağ

This research examines the impact of marketing analytics and artificial intelligence applications on customer agility and marketing performance in businesses that adopt e-commerce. In this quantitative study, data were collected through a questionnaire. Data collected from 227 managers online were analyzed using the Sm...

The Impact of E-WOM and Digital Marketing on Unida Gontor Female Students' Wardah Product Purchase Decisions

Nusa Dewa Harsoyo · null Hasna Dini Nur Fuady · Rusyda Afifah Ahmad · Soritua Ahmad Ramdani Harahap

Background: This research aims to determine the influence of digital marketing and E-WOM on the purchase decisions of Wardah Unida Gontor students regarding products. Objective: This research examines the influence of digital marketing and E-WOM on the purchase decisions of Unida Gontor students regarding Wardah produc...