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Digital marketing has fundamentally transformed the landscape of consumer decision-making and purchasing behaviour in India's rapidly expanding internet economy. The proliferation of social media platforms, search engines, ecommerce portals, email marketing, and mobile-first advertising has created a complex digital ec...
Irine Diana Sari Wijayanti · Purnama Andri Murdapa
The rapid development of digital technology and algorithm-driven platforms has significantly transformed consumer behavior and challenged the applicability of classical marketing communication models, including the Attention–Interest–Desire–Action (AIDA) framework. This study aims to systematically examine the relevanc...
Felix Sutisna · Ninda Lutfiani · Evelyn Anderson · Danang Danang · y 1 más
Startup entrepreneurs are increasingly relying on technology to manage their businesses, particularly through the use of E-Commerce platforms and digital marketing strategies. This study investigates the impact of these technologies on the performance of startup entrepreneurs. Conducted through an online survey of 150...
The increasing use of e-commerce technologies has been studied in several fields and from different perspectives: technological, economic, organizational and social: hence, the need for a literature review that provides a map of top strategic e-commerce technologies from a managerial perspective and, more specifically,...
The emergence of increasingly sophisticated digital tools has begun to shift almost all users of conventional marketing tools. The world of business and business or other life will not run as it should without communication. Construction companies are one of the industries that are experiencing the impact of the sophis...
The increasing competition in the digital printing industry demands businesses to implement effective marketing strategies to enhance their sales volume. This research examines the role of the marketing mix (7P) strategy—Product, Price, Place, Promotion, People, Process, and Physical Evidence—in increasing the sales vo...
Sharren Christya Simon · Annisa Cahya Ningrum · Angellica Monica Luiskiy. S · Marco Hubertus Suwito · y 1 más
This study aims to analyze the role of digital marketing in shaping consumer purchasing decisions among MSMEs in the digital era through a literature review approach. The method used involves examining various scientific journals and relevant academic publications from 2024 - 2025 that discuss the relationship between...
Green marketing has increasingly gained the attention of corporate decision-makers and global firms. As several motivations lead companies to go "green," understanding what and how to communicate with the target audience to excel in the race of business performance is essential. Fortunately, digitalization has proposed...
Usman Ahmad Qadri · Alsadig Mohamed Ahmed Moustafa · Mazuri Abd Ghani
Purpose Artificial intelligence (AI)-driven marketing has transformed the landscape of consumer interactions, but it also raises ethical concerns regarding perceived manipulation and subsequent unethical young consumer behavior. This study aims to investigate the direct and indirect effects of AI-driven marketing on un...
With the rapid development of digital economy, the traditional marketing model of Baijiu enterprises has been difficult to meet the needs of consumers in the new era. Facing the digital wave, the Baijiu industry has explored digital transformation to enhance brand influence and market competitiveness. The current digit...
TP368-456baijiu enterprises|digital marketing|digital transformationTP248.13-248.65Food processing and manufacture
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