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The motivation and significance of this research are designed to extend the Resource-based view theory to examine factors in the relationship between digital marketing, brand awareness, marketing performance, and the business sustainability of local small and medium enterprises. Ho Chi Minh City, from which the researc...
This article analyzes the fundamental aspects of constructing a digital marketing strategy in organizations focused on electronic business. The impact of contemporary trends and challenges in electronic business on the strategic thinking of enterprises is described, particularly in the context of rapid technological ch...
9. Industry and infrastructureeconomics and businesssocial sciences8. Economic growth
null Putu Intan Astarani · null I Wayan Santika · null I Gde Ketut Warmika · null Satria Pramudana
MSMEs in Balinese traditional clothing are starting to develop rapidly, which can be seen from the growth of the Balinese traditional clothing business. This research aims to test and analyse the role of digital marketing mediates the impact of market orientation on marketing performance. This research was conducted in...
Dr. Mohammed Abdul Raffey · Dr. Siddheshwar Jaydeo yeul
The rapid expansion of digital technologies and social media platforms has transformed traditional marketing practices, leading to the emergence of influencer marketing as one of the most effective promotional strategies in the contemporary business environment. Influencers possess the ability to shape consumer attitud...
The digital economy era has encouraged companies to adopt digital-based marketing strategies to build customer loyalty. Changes in consumer behavior, with increasingly active users on digital platforms, demand a marketing approach that is not only promotional, but also interactive and personalized. This study aims to a...
O marketing digital tem se consolidado como uma ferramenta essencial para o setor bancário, proporcionando meios inovadores para atingir e engajar os consumidores de maneira mais eficaz. A crescente digitalização e o comportamento de consumo dos clientes, cada vez mais voltados para soluções ágeis e digitais, exigem qu...
Yogita Yashveer Raghav · Rupesh Kumar Tipu · Ruchika Bhakhar · Tanu Gupta · y 1 más
AI is crucial for digital marketing, enabling data analysis, customer insights, and campaign optimization. This chapter explores AI's role, benefits, and limitations in marketing. It covers analyzing customer behavior, personalized content, campaign optimization, and engagement. AI trends, use cases like personalized c...
Digital transformation has become a significant trend in enterprise development today, and incubators, as a crucial link in the innovation and entrepreneurship ecosystem, have their marketing empowerment pathways researched, which is of great significance in promoting the sustainable development of incubators and their...
Eric M. Olson · Kai M. Olson · Andrew J. Czaplewski · Thomas Martin Key
Abstract The internet brought disruptive change to the business landscape through the creation of a whole host of digital marketing tactics. But with these new tactical options has come the need for marketing managers to (1) prioritize what they wish to accomplish and (2) determine which digital marketing tactics to in...
This study examines Personal Selling and Digital Marketing as key factors that increase Customer Satisfaction through Perceived Value in automobile purchases. It uses a quantitative causal approach on data from 400 new car buyers in DKI Jakarta and West Java. Using PLS-SEM, the results confirm that both Personal Sellin...
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