Buscador de Tesis y publicaciones académicas

Digital Orientation and Sustainable Business Performance : The Mediating Role of Digital Marketing Strategy

null Ni Made Intan Kusumasari · null Putu Ayu Trisna Febrianty · null Dhea Fitrisia · null Christina Ayu Maha Dewi

Digitalization of marketing is a strategy that can be implemented by wood crafts MSMEs to increase competitiveness and business entry in the current era. This study aims to examine and explain the role of digital marketing strategies in mediating the influence of digital orientation on sustainable business performance....

Digital Marketing Strategies for Enhancing Customer Loyalty in Islamic Banking: A Systematic Literature Review

Rita Arifia Bagyaswati · Fikrullaily Uly Yachsyi · Fuad Mas'ud

Digitalization has transformed marketing practices in Islamic banking by enabling more interactive, personalized, and customer-oriented communication. In this context, digital marketing has become increasingly important for strengthening customer relationships and customer loyalty amid growing competition in the bankin...

What makes firms great at digital marketing? A qualitative analysis of firms’ digital marketing capabilities.

Lachieze-Rey, Arthur · Dolbec, Pierre-Yann

How & Why Social Media is Used in B2B Marketing : A qualitative study seen from marketing managers’ perspective

Jensen, Christian · Rebecka, Andersson

The digital landscape is rapidly changing and provides business-to-business companies with new digital tools and channels to conduct their marketing work e.g. social media networks. Business-to-consumer firms have been previously research in the topic of social media and digital marketing. However, there is a lack of r...

Digital marketing influence in the Dutch retail industry : Developing a business plan for a digital marketing agency specialized in retail

Brandsma, Audry

Digital marketing is changing the way that retail companies communicate and maintain relationships with their customers. The consumers are at the forefront of dictating how they choose to connect with retail companies. Due to these changes the means to build and maintain relationships with consumers, as well as achieve...

THE ESSENCE OF THE MODERN DIGITAL MARKETING CONCEPT AND ITS ETYMOLOGICAL FEATURES

Dmytro Diachkov · Oleksandr Pleskach · Vladislav Buryk

The article identifies the need to consider the etymological features of digital marketing, the paradigm and conceptual foundations of which were constantly evolving, providing conditions for successful and competitive business positioning. The evolution of the concept of "digital marketing" was determined on the basis...

The Use and Effectiveness of Digital Marketing. Case - Foundation for the Arts and Humanities

Vigandt, Valeriia

In the course of completing this paper, the topic of digital marketing was studied, including such areas as digital marketing in general and its basics, advantages of us-ing digital marketing, digital marketing tools, digital marketing application including planning and implementation, evaluation of a digital marketing...

The Influence of Digital Marketing Strategies on MSME Consumer Purchasing Decisions in Ambon City: Multiple Regression Analysis Approach

Andrie Christina Salhuteru · Harold Hursepuny · null Alvian Sapulette

The rapid development of the digital ecosystem has encouraged Micro, Small, and Medium Enterprises (MSMEs) in Ambon City to adopt online platform-based marketing strategies in response to changing consumer behavior that is increasingly digitally connected. This research focuses on MSME consumers in Ambon City who activ...

Digital marketing analytics guide for the business of an online influencer. Case: Lavendaire, US

Nguyen, Quynh

This study is a project-oriented thesis. The thesis objective is to create a digital data marketing analytics guide for the business of an online influencer, which enables the commissioning influencer to improve her digital marketing performance. The commissioning influencer, Aileen, owns an online business called Lave...

Digital Marketing Strategies and Customer Engagement in Australia: An Interaction of Brand Trust and Consumer Literacy

Madiha Latif

Digital transformation at a breakneck speed has disrupted customer engagement, and digital marketing strategies have become critical to driving consumer interactions. This study investigates the role of digital marketing strategies on customer engagement in Australia, with the moderation of brand trust and consumer dig...