Buscador de Tesis y publicaciones académicas

Digital marketing plan for a restaurant : case: Restaurant X in Helsinki, Finland

Trinh, Hau

In recent years, the fast expansion of restaurant operations has posed several obstacles to creating successful marketing tactics when targeting prospective client groups. To develop a reasonable digital marketing strategy, also businesses must assess the market and understand the demands of their customers and their c...

The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality

Sereikhuoch Eng

The Digital Vineyard: Online Marketing in the Wine Industry

Saad Khan

The Digital Vineyard: Online Marketing in the Wine Industry

Consumer Behavior Changes in the Digital Marketing Environment and Their Impact on Marketing Strategies

Xuejun Wu

With the acceleration of digital transformation, consumer purchasing behavior has undergone profound changes. This change presents new challenges to traditional marketing strategies, while also bringing enormous opportunities. This study explores the changing trends of consumer behavior in the digital marketing environ...

Determinants of Marketing Performance in Micro Food and Beverage Enterprises: Mediating Role of Competitive Advantage

Dian Anisa Wulandary · Haris Hermawan · Abadi Sanosra

Purpose: This study investigates the effects of digital marketing, market orientation, and product innovation on marketing performance, with competitive advantage serving as an intervening variable among micro food and beverage enterprises.Method: A quantitative research design was applied through a survey involving 98...

Revisiting public relations function in the digital era: a study on public relations and marketing practitioners in Hong Kong

Suk Chong Tong · Fanny Fong Yee Chan

PurposeBased on both quantitative and qualitative analyses, this study revisits public relations (PR) and marketing practitioners' perceptions of PR function and its relationship with marketing function in the digital context.Design/methodology/approachAn online survey targeting 234 PR and marketing practitioners was f...

Bibliometric Analysis of Digital Sustainability Marketing

Loso Judijanto · Rusdianto Rusdianto

This study aims to map and analyze the intellectual structure, thematic evolution, and collaboration patterns of Digital Sustainability Marketing research through a bibliometric approach. Using data extracted from the Scopus database, the analysis was conducted with VOSviewer to examine keyword co-occurrence, overlay v...

IMPACT OF COVID 19 PANDEMIC ON DIGITAL MARKETING

null Mohammad Turaab Suhail · null Prof. Mohammed Altaf Khan · null Dr. Mohd. Afzal Saifi · null Dr. Arun Kumar Attree

Development of mobile marketing during sudden outbreak of pandemic Covid 19 has witnessed dramatic growth of homogeneous based marketing contents. This pandemic scenario primarily upended playbook of varied marketers that result in challenging existing rules about building customer’s relationships and building of brand...

Digital marketing strategies for luxury fashion brands: A systematic literature review

Fung Yi Tam · Jane Lung

The main objective of this study is to examine how digital marketing strategies can be put into practice and integrated into the actual operation of luxury fashion brands. To do this, the study explores the implementation of digital marketing strategies that are adopted by the luxury fashion brands. It uses a systemati...

EFFECTIVENESS OF DIGITAL MARKETING TO INCREASE PURCHASE INTEREST OF CIREBON CITY CAFE VISITORS

null Ananda Gresycia Wulandari · null Fadilla Harningtias · null Siska Ernawati Fatimah

This study is intended to determine the influence of Digital Marketing through Store Atmosphere on the buying interest of Café visitors in the city of Cirebon. The population used in this study was café visitors in the city of Cirebon. The sampling technique uses Incidental Sampling. In testing this data using analysis...