Buscador de Tesis y publicaciones académicas

Design and Explanation of a Model for Factors Affecting the Digital Marketing Environment in Global Markets

Saeed Bagheri Anilu · Younos Vakil Alroaia · Seyyed Abdollah Heydariyeh

Objective: The primary aim of this study is to design a model for factors affecting the digital marketing environment in global markets. Method: An exploratory mixed-methods research approach was employed. The qualitative part of the study is based on grounded theory. Data collection was conducted through semi-structur...

Does knowledge management and digital marketing improve the performance of local food home industries?

Natelda R. Timisela · Febby J. Polnaya · Doms Upuy · Ernoiz Antriyandarti · y 2 más

Type of the article: Research ArticleAbstractThe purpose of this study is to analyze the roles of knowledge management and digital marketing in improving the perfor-mance of local food home industries (LFHIs), which are crucial to strengthening regional food security and community in-comes in the Indonesian archipelago...

El marketing digital y su impacto en el comportamiento del consumidor

Ben Abdelmouamen, Soulayma

Todas las empresas apuestan hoy en día por el marketing digital, ya sea para la venta directa de sus productos, la promoción de su imagen o comunicación corporativa. Este trabajo aborda el tema del impacto que tiene el marketing digital sobre el comportamiento del consumidor

MARKETING DIGITAL TURÍSTICO PARA BOLIVIA

Zeballos Nogales, Danaet

Actualmente, la tecnología y estar presentes en internet son bastantes importantes para cualquier sector y actividad como es el sector turístico. Realizar un buen marketing tanto tradicional como digital son aspectos bastantes importantes para llegar al público objetivo. Para ello, tener presencia online es fundamental...

From Advertisement Integration to Co-Branding: Marketing Alliances Development in Digital Environment

Alexander Agenosov · Natalya Khmelkova

The paper provides a methodological explanation of the essence of shifting from the native advertising format (advertisement integration) to co-branding (brand alliance) involving companies and influencers (opinion leaders) that interact in the digital environment. Such a shift is interpreted by the authors as a proces...

Transforming marketing management in B2B with evidence from Moldova

Arina Gagauz

This study investigates how Moldovan B2B companies manage their marketing activities, focusing on how traditional management functions - planning, organization, motivation, and control - are adapted under digital transformation. Through in-depth interviews with managers and marketers from three leading firms in the con...

A study on use of Social Media for implementing Smart Marketing Strategies

Thorat, Dr. Trupti Sandeep

Abstract: Digital marketing is widely used in many different industries in the present era. We both felt firmly that digital technology is taking the globe by storm. Individuals are using an increasing amount of digital data every day, but their marketing methods haven't kept up with this. In India, people are using th...

Implementasi Storytelling Marketing dalam Membangun Brand Identity pada Startupreneur Clothing Lokal

null Richard Andre Sunarjo · null Adam Faturahman · null Muhammad Faris Ariq

The rapid growth of social media has driven a shift in digital marketing strategies from conventional methods to narrative-based marketing. One highly relevant approach is storytelling marketing, a technique used to convey brand values and character to build emotional engagement with consumers in the digital era. This...

Marketing Innovation in the Food Industry

Progga, Bosra Marriam

Marketing innovation is an indispensable tool in the food industry for product development and sustainability, but the research is inadequate in the context of emerging countries. Therefore, this research aims to investigate the role of marketing innovation in the Bangladeshi food industry. The study applied a qualitat...

Impact of Digital Marketing on ITC's Brand Image: A Study of Digital Transformation

Mr. Sumir Bhattarai