Buscador de Tesis y publicaciones académicas

Marketing Infrastructure, Digital Marketing Strategies and Marketing Performance of SMEs in Nigeria: The Mediating Role of Digital Transformation

Jane Nwakaego Anene · Cajetan Obinna Ewuzie · Obumneme Matthew Arum · Raphael Valentine Obodoechi Okonkwo · y 2 más

This study investigated the influence of marketing infrastructure and digital marketing strategies on the performance of small and medium enterprises (SMEs) in Nigeria, emphasizing the mediating role of digital transformation. While prior research has established the importance of digital marketing strategies in drivin...

The Role of Digital Marketing Resilience in Mediating the Relationship Between Entrepreneurial Marketing and Business Performance in Service SMEs

null Syafi'ah · Melan Susanty Purnamasari · Juli Handayani · Delaga Nurwisda · y 2 más

This study aims to examine the role of Entrepreneurial Marketing in enhancing Business Performance through the mediation of Digital Marketing Resilience in small and medium-sized enterprises (SMEs) in the service sector in Indonesia. The research adopts a quantitative approach with a sample of 100 SMEs, selected using...

DIGITAL MARKETING COMMUNICATION - MAKALAH DIGITAL MARKETING DALAM KOMUNIKASI PEMASARAN KONSEP, STRATEGI, KEUNGGULAN, DAN TANTANGAN DI ERA DIGITAL

lfa, N.A.

Digital Marketing and Consumer Nutritional Behavior

Aysu Kömürcü · Dilara Özdil · Ahmet Reha Botsali · Didem Önay Derin

Digital marketing involves promoting and selling products and services online and it is becoming extremely critical for retailers to gain new customers. Digital marketing uses online platforms, e-mail communications and messaging services, advertisements, and multi-modal online techniques. Digital marketing techniques...

MODERN INNOVATIVE TECHNOLOGIES AS A TOOL FOR IMPROVING DIGITAL MARKETING

Alla Humeniuk

The article examines key innovative technologies that form the modern digital marketing system and ensure increased competitiveness of enterprises in the digital economy. The role of artificial intelligence, machine learning, Big Data, AR/VR, CRM systems, marketing automation, blockchain and chatbots in improving the p...

Artificial Intelligence and Digital Marketing: Mapping the Shifts in Strategy and Technology

Samar Kale · Iffat Khatib · Sakshi Supekar · Ved Prakash · y 1 más

Over the past two decades, digital marketing has undergone significant transformation, largely driven by the integration of artificial intelligence (AI). AI began influencing digital marketing in the late 1990s and early 2000s, with early applications focused on data analysis and automation, allowing businesses to trac...

Development of a digital marketing plan by using a combination of digital marketing tools

Fahad, Zanab · Tran, Huong

The purpose of the thesis was to develop a digital marketing plan for the case company in B2B context. The objective was to discover what digital marketing tools or a combination of tools should be used to attract new B2B customers and increase its sales leads. The final goal is to develop a digital marketing action pl...

The Role of Digital Marketing in Sustainable Marketing

Mercy Dube · Sinothando Tshuma · Rukudzo Alyson Mawere

This chapter explored the role of digital marketing in sustainable marketing and examined how companies can use digital channels to reach consumers and promote sustainable products and services. Sustainability has become an increasing area of contention for academics and businesses. Digital marketing has emerged as a p...

DIGITAL MARKETING AND ITS EFFECT ON THE CONSUMER BEHAVIOR :

Asmae El Gharbaoui

The digitalization of marketing has posed a challenge for today's marketing landscape. Customers are spending increasing amounts of time online, compelling businesses to adapt to the new rules of the online environment and engage with them through digital channels. This article explores key theories underpinning the im...

A STUDY ON RURAL CUSTOMER ATTTITUDE ON DIGITAL MARKETING

Swopna J. · Uma K

Right now, the world is moving more and more towards the digital world. The internet is a universal resource. We currently live in a digital age. One of the newest technologies in the IT and marketing fields is digital marketing. Businesses from all over the world are now aware of the importance of marketing and need t...