Buscador de Tesis y publicaciones académicas

Entrepreneurial marketing as a factor for activating regional tourism development

Z. M. Tulenbayeva · А. Т. Tleuberdinovа · Stephen Pratt

In the context of intensifying competition in the global tourism market, entrepreneurial marketing is increasingly recognized as a key instrument for enhancing the competitiveness of tourism enterprises, particularly in countries with emerging tourism industries such as Kazakhstan. The purpose of this study is to devel...

Re-Engineering of Marketing for SMEs in Energy Market through Modeling Customers’ Strategic Behavior

Despina S. Giakomidou · Athanasios Kriemadis · Dimitrios K. Nasiopoulos · Dimitrios Mastrakoulis

In recent years, the energy market has seen an increase in small and medium enterprises (SMEs) participating in the sector and providing relevant services to customers. The energy sector SMEs need to acknowledge whether reengineering their marketing strategy by modeling customers’ website behavior could enhance their d...

Perceived Relevance of Digital Marketing and Students' Adaptation to Technological Trends: The Mediating Role of Digital Competency in Work Immersion

Albert Rabang

Driven by rapid global industry shifts and digital transformation, this study explores the significance of digital marketing education in preparing graduates to meet modern business demands. Specifically, it examines the impact of the perceived relevance of digital marketing on the adaptation to technological trends am...

Factors Influencing Digital Marketing and Digital Payment on Consumer Purchase Behaviour

Monica Tiewul

The issue of whether innovation and technological advancement continually bring new phenomenon remains unpredictable, especially in the financial industry. As technology and digital services continue to ingrain themselves into more aspects of lives, the financial sector has not been immuned. New technology has given wa...

Plano estratégico de e-marketing para as medias sociais

Martinho, José Nuno Foja

A “HM Consultores” é uma empresa prestadora de serviços ao nível de consultoria especializada. A empresa pretende avançar de uma forma sustentada para um projecto de comunicação, mais concretamente, na área do marketing digital (e-marketing), com especial incidência nos medias sociais. O presente relatório de estágio s...

Impact of Social Media Marketing on Consumer Purchase Decisions in India

Anuj Dubey

Abstract Social media has emerged as a transformative marketing tool in the Indian consumer market, where platforms like Instagram, YouTube, and Facebook shape consumer perceptions and decisions. This study investigates the impact of social media marketing—particularly influencer campaigns, personalized content, and em...

DEVELOPMENT AND ESTABLISHMENT OF INTEGRATED INTERNET MARKETING IN THE CONDITIONS OF THE DIGITAL ECONOMY

Kateryna LUKHANINA

Abstract. Objective. This article aims to reveal the essence, determine the establishment peculiarities of the integrated Internet marketing concept, and justify its place among other approaches to the marketing theory development. Methods. The theoretical, methodological, and practical basis of the research was the fu...

Navigating the Marketing Landscape: Artificial Intelligence and Big Data Role in Digital Marketing

Abdullah Hamamah · Basheer Al-Haimi · Wesam Tajuri

Meningkatkan Pemasaran Produk Melalui Digitalisasi Konten pada UMKM Camilan Brand Asaa Arpik

null Agus Rahmat Santoso · null Nizar Fahmy Maulana · null Sudarmiatin Sudarmiatin · null Yuli Soesetio

This community service activity aims to improve the digital marketing capabilities of the ASAA Arpik snack MSME through the digitization of content on various digital platforms. The activity partner is the ASAA Arpik MSME owned by Siti Zulaikah located in Sukosari, Gondanglegi, Malang. The main problems faced by the pa...

The Effect of Digital Marketing Activities on Purchase Decisions Through Electronic Word of Mouth (e-WOM) on Tiktok Platform

Nurazizah, Athifa Rahma · Salya, Aditya · Rafiah, Jurnia Khafidhatur · Sudarsono, Rachmat

The rapid growth of the internet has revolutionized marketing, making it more efficient through the use of digital technologies. Digital marketing is now believed to influence consumer purchasing behavior at cafes in Bandung. This study aims to examine the impact of digital marketing activities, specifically Marketing...