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In the dynamic environment of digital retail, airlines are increasingly adopting fragmented marketing strategies to target consumers across multiple platforms and channels. This study explores the profound impact of fragmented marketing on consumer behavior in the digital retail sector of the airline industry. Through...
airlinesmarketingconsumer behaviourDegree Programme in Aviation Business
Sakti Brata Ismaya · Titus Indrajaya · Dewi Purnamasari · Siti Mariam · y 1 más
Abstract The COVID-19 pandemic has provided a significant impetus for Micro, Small and Medium Enterprises (MSMEs) to adopt online business models to survive. Amid these changes, promoting MSMEs through online media, such as Instagram, Facebook, WhatsApp and other social media platforms, has become a common choice. This...
Gündüzyeli, Bora · MXC-9216-2025 · Sistemleri, Yönetim Bilişim
The increasing reliance on information and communication technologies (ICTs), particularly the Internet, in digital marketing systems has made them prime targets for cyberattacks. The fact that, without adequate cybersecurity measures, digital marketing systems may face serious cyber threats, such as data breaches, fin...
CybersecuritySustainabilityDigital marketingeconomics and business
Eri Mardiani · Eva Yuniarti Utami · Muhammad Umer Farooq Mujahid
In order to maintain growth and competitiveness in the modern business environment, digital marketing must be strategically integrated, especially for Micro, Small, and Medium-Sized Enterprises (MSMEs) that conduct business-to-business (B2B) transactions. This study looks into the potential and difficulties that come w...
9. Industry and infrastructureeconomics and businesssocial sciences8. Economic growth
Khaldoun Kanaan · Mohammad Abuhjeeleh · Fakhrieh Darabseh · Omar Taha · y 1 más
Innovative performance has been identified as a critical dynamic in various sectors, while little research has focused on the mediating role of knowledge sharing. The current study measures the role of knowledge sharing between digital marketing and innovative performance induced ultimately revenue growth in the hotel...
revenue growthHinnovative performance9. Industry and infrastructure
Ni Putu Sri Ratih Dia Patni · Anak Agung Ngurah Hary Susila · I Nyoman Prayana Trisna
PT Kana Bali Nature is a retail company of beauty and body care products in Denpasar, Bali, which has problems with decreased brand awareness and cost overruns due to suboptimal digital marketing implementation. This research aims to analyze and implement a thorough and comprehensive digital marketing strategy using th...
information technologyElectronic computers. Computer sciencesocial mediaDigital Marketing
The tourism sector serves as a primary driver for the creative economy, with effective marketing communication being the key to its sustainability. This study aims to analyze the implementation of the Integrated Marketing Communication (IMC) strategy at Owabong Tourism, Purbalingga, in enhancing tourist attraction and...
Gill, Atif Ali · Farrokh, Shehzad · Haider, Muhammad Usman · Zubair, Rabia
Digital marketing has a long-term impact on corporate sector marketing strategy and helps to attain a competitive advantage. The present study collected data from customer purchasing experience through digital marketing. The survey method was utilized, and an adopted questionnaire was used. A random sample strategy was...
Promotion of products has become an increasingly important component in the new digital age, mostly thanks to digital marketing. The traditional form of marketing is lagging behind digital marketing, which offers users new opportunities like personalized messages or answers to a search query. There are several ways to...
economics and businesssocial sciencessearch engine optimizationDigital Marketing in the Business Environment
S.Andrrel · G.Harish Ragavendar · R. Krithik Roshan · Kamalesh · y 2 más
The evolution of digital technologies has significantly reshaped the marketing landscape, introducing innovative tools and strategies that enhance consumer engagement and brand communication. Among these advancements, short-form video content—particularly Instagram Reels and YouTube Shorts—has emerged as a dominant for...
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