Buscador de Tesis y publicaciones académicas

Proposed digital marketing plan for a hotel located in a small-town. Case Hotel Camino de la Sal: Plan de marketing digital propuesto para un hotel ubicado en una ciudad pequeña. Caso Hotel Camino de la Sal.

Moya Sánchez, Daissy · Cuevas Pinzón, Jhony Alejandro

En el mundo cada vez más conectado de hoy, los pequeños hoteles deben aprovechar el marketing digital para aumentar su visibilidad y atraer a una audiencia diversa. Sin embargo, muchos empresarios del sector turístico y hotelero se enfrentan a retos como la falta de competitividad, los bajos ingresos, la alta rotación...

State and trends of modern marketing research: a bibliometric review

Iryna Zhalinska

The aim of the article. The paper outlines the current state of scientific research in the field of marketing and the priority trends of its development based on the bibliometric analysis of a domestic scientific journal “Marketing and digital technologies” dedicated to modern marketing research related to digitalizati...

PENGELOLAAN KEUANGAN DIGITAL BAGI PELAKU USAHA MANTAN PEKERJA MIGRAN DI KOTA PROBOLINGGO

Dian Ferriswara · Arie Ambarwati

Permasalahan pelaku usaha umumnya di Kota Probolinggo, khususnya dari komunitas peserta UMKM Permodalan Nasional Madani adalah belum memahami pengelolaan keuangan secara digital dan konsep digital marketing. Metode yang digunakan pada pengabdian ini adalah metode pelatihan sekaligus praktek menggunakan aplikasi yang di...

La importancia del Marketing Digital en el Posicionamiento de las Mipymes en la Provincia de Orellana

Maritza Natividad Vega-Gualán · German Jazmany Zambrano-Verdesoto

Justificación: El crecimiento del entorno digital ha transformado la forma en que las micro, pequeñas y medianas empresas compiten en el mercado, haciendo necesario analizar el impacto del marketing digital en su posicionamiento comercial. Objetivo: La investigación tuvo como propósito analizar la importancia del marke...

THE INFLUENCE OF DIGITAL PROMOTION AND ONLINE MARKETING COMMUNICATION ON ADOLESCENTS’ CONSUMPTIVE BEHAVIOR IN KOTO MAJIDIN VILLAGE

Dea Rosadi · Alex Wissalam Bustami · Muhammad Fauzi

The development of digital technology has significantly changed adolescents’ consumption patterns through exposure to social media such as Instagram, TikTok, and e-commerce platforms. This study aims to analyze the influence of digital promotion and online marketing communication on adolescents’ consumptive behavior in...

The Impact of Digital Marketing Adoption on Industrial Buyer Behavior in Manufacturing Firms

null Vaivaw Kumar Singh · null Dr. Sandeep Nath Sahdeo · null Dr. Abhay Ranjan Srivastava

Digital technology has transformed the way manufacturing firms approach marketing. Industrial buyers no longer search for suppliers as they once did. Now, they explore digital catalogs, examine company websites, and depend on analytics-driven communication to obtain the information they require. This study examines how...

AI in customer experience and digital marketing: a bibliometric and thematic review (2004–2025) with sensory marketing lens

Yahia Mouammine

Determining Factors Impact the Intention to Use E-Commerce In SMEs´ Retail Sector of Quevedo City, Ecuador

Guillermo Remigio Angamarca Izquierdo · Luis Edwin Chimborazo Azogue · Harold Elbert Escobar Terán · Josselin Denisse Angamarca Montalván · y 1 más

Objective: This research investigates the elements that influence retail SMEs in Quevedo, Ecuador, to adopt electronic commerce (UI) and digital marketing (DM). The study aims to understand the factors affecting the intention to use e-commerce and digital marketing by applying the UTAUT2 model and PLS-SEM as theoretica...

Pengaruh Digital Marketing dan Customer Relationship Marketing terhadap Loyalitas Konsumen

Wulan Satriana · Hasti Pramesti Kusnara

This study aims to evaluate the extent to which digital marketing and customer relationship marketing influence consumer loyalty at PT. Muawanah Al-Ma’soem. The research employed a quantitative associative approach, with data collected through questionnaires The data testing tools used in this study consist of validity...

Strategy The Effect of Marketing and Digital Literacy Through Social Media Marketing on Visiting Decisions

Fika Septiandari · Cipto Wardoyo · Ludi Wishnu Wardana3

icient in varioThis study aims to determine the significant influence between variables, following the hypothesis in this study. This research has both theoretical and practical benefits to the world of education, especially concerning marketing strategies and visiting decisions in educational tourism. This research us...