Buscador de Tesis y publicaciones académicas

Shaping customer insights through e-marketing: An applied study in the banking sector

Adel Ghonim · Abdelrehim Awad

This study examines how digital marketing tools—including websites, social media, email marketing, and mobile applications—affect customer understanding and engagement in public commercial banks in Egypt. A descriptive analytical approach was used, combining both quantitative and qualitative methods to explore how thes...

Digital marketing management model for SMEs: a study of structural equations

Saltos Cruz, Juan Gabriel · Reyes Terán, Lucila Alejandra · Ortiz Paredes , William Franklin · Santamaría Freire , Edwin Javier

Introducción. El marketing digital en términos postpandemia COVID-19 ha constituido una necesidad evidente para la sobrevivencia de las organizaciones. Objetivo general. Estudiar la validez de constructo de un modelo de marketing digital a partir del comportamiento métrico del criterio de expertos. Metodología. Este es...

Current state of research in the field of digital marketing

Autoría no especificada

The emergence of digital economy around the world states that the world changes the established patterns of the economic entities’ functioning and creates new conditions for their further development. Digital technologies have a special impact on the functioning of enterprises in variousspheres and sectors of the natio...

O marketing digital em unidades de saúde

Costa, Rita Macedo De Mesquita Freitas da

O presente documento consiste num relatório decorrente da realização de estágio curricular, na área da comunicação e marketing, mais especificamente na área de marketing digital. O marketing digital foi a área desenvolvida durante o estágio dada a sua elevada importância nos dias de hoje para uma empresa que está no me...

Associations between exposure to digital food marketing and food consumption in adolescence: A cross-sectional study in an emerging country

Ares, Gastón · Antúnez, Lucía · Alcaire, Florencia · Natero, Virginia · y 4 más

Abstract Background Evidence regarding the link between digital food marketing and eating habits is lacking in the majority world, i.e., the world regions where most people live. This study sought to investigate i) self-reported exposure to digital food marketing, ii) associations between such exposure and socio-demogr...

Digitaalisen markkinoinnin prosessi

Koivuniemi, Ulrika

Tämän tutkimuksen tavoitteena on selvittää, kuinka digitaalista markkinointia tehdään ja mitkä ovat sen prosessin vaiheet. Tarkoituksena on luoda digitaalisen markkinointiprosessin malli, joka vastaa nykypäivän ja digitalisaation asettamia vaatimuksia. Työssä paneudutaan digitaaliseen markkinointiprosessiin ja sen kesk...

From Owning to Connecting: Understanding and Leveraging the Effect of Internet Meme Marketing

Lu Wang · Xueni (Shirley) Li · Qiyuan Wang · Lei Su

Internet meme marketing is a digital marketing practice in which marketers leverage internet memes to promote their brand or product. Despite its growing adoption in brand communications, academic understanding of meme marketing remains in its infancy. This research theoretically develops and empirically tests how, why...

Tools and Techniques of Integrated Marketing Communication (IMC)

Chandrani Singh · Manisha Pipariya · Anamika Singh

Integrated Marketing Communication (IMC) is a strategic approach that combines multiple marketing tools and techniques to create a seamless and consistent brand message across various channels. This chapter explores different IMC tools, including advertising, sales promotion, public relations, direct marketing, digital...

Artificial Intelligence in Digital Marketing: Analyzing the Impact of Algorithms on Modern Marketing Strategies -A Case Study on Amazon

Mohanad Badour

Digital and Social Media Marketing

Vishwas Maheshwari · Paul Dobson · Angela Lawrence