Buscador de Tesis y publicaciones académicas

Content Marketing and Sponsorship

Lucas Petermeier · Benjamin Becker · Christof Backhaus

Expanding the Market for MSMEs Keripik Tempe in Denpasar City through Digital Marketing Strategies with an Empowerment-Based PAR Approach

Kadek Devi Kalfika Anggria Wardani · Diwan Sanjaya Artnat · Anak Agung Ngurah Eddy Supriyadinata Gorda

Purpose: This Community Service activity aims to expand the marketing scope of the MSME keripik tempe "Crackels" by providing materials on the importance of utilizing digital marketing and Instagram as a platform for business product promotion. Method: The activity was conducted using the Participatory Action Research...

Optimizing Digital Marketing Strategies in the Beauty Sector of the Pharmaceutical Industry: A KPI-Driven Analytical Approach

MoghadasNian, SeyyedAbdolHojjat · Ghorbani, Avina

The rapid evolution of digital marketing landscapes necessitates a strategic reevaluation within the pharmaceutical beauty sector, emphasizing the critical role of Key Performance Indicators (KPIs) in enhancing marketing effectiveness and driving business success. This research investigates the impact of KPI-driven str...

Exploración del marketing digital y redes sociales en tiendas virtuales de retail

Carolina Uzcátegui-Sánchez · David Zaldumbide-Peralvo · Emanuel Leite

Este artículo aborda la creciente relevancia del marketing digital y las redes sociales en la consolidación y éxito de las tiendas virtuales de retail. Explorando conceptos fundamentales relacionados con el marketing digital y las redes sociales, se destacó cómo estas herramientas han transformado la manera en que las...

Impact of Artificial Intelligence-Enabled Digital Marketing Strategies on Consumer Purchase Behaviour

Sonam Agrawal

AI is transforming digital marketing and consumer buying behaviour. When examining how AI-powered digital marketing methods affect customers' buying behaviour, this research was concerned. Twenty 2023–2025 academic studies were selected. A qualitative, descriptive, and conceptual method is used in this research, includ...

Trends And Impact of Augmented Reality In Digital Marketing: A Comprehensive Bibliometric Analysis

Firsti Roswita · Diana Sari

This study aims to map the trends and impacts of augmented reality (AR) in the context of digital marketing through bibliometric analysis. Data were collected from Google Scholar for the period 2002–2025 using Publish or Perish (PoP) software. The results show that publications on AR in digital marketing have increased...

Reels, Recommendations and Retail: Influencer and Affiliate Marketing through Short-Form Videos

R. Akshaiya · Dr. A. Vickram

The rapid proliferation of Short-Form Video platforms has reshaped how brands engage with consumers in the digital marketing landscape. This chapter explores how the convergence of short-form video marketing, influencers and affiliate marketing has fostered a digital ecosystem enabling the seamless integration of the c...

Revolutionizing Digital Marketing: The AI-Powered Evolution in Automation

Dr. KVB Ganesh, Dr. P. Krishna Priya, U. Sindu Priya, Maddineni Manaswini, Chikyala Sreekar Rao, Pinnamaneni Varshitha

Revolutionizing Digital Marketing: The AI-Powered Evolution in Automation" explores thetransformative impact of artificial intelligence (AI) on contemporary marketing practices. In today'sdynamic landscape, AI-driven automation has redefined traditional marketing strategies, offeringunparalleled precision, personalizat...

Artificial Intelligence in Digital Marketing: Qualitative Data Analysis of Strategic, Ethical, and Organizational Dynamics

Morad FAREH · Khadija IDRISSI

Artificial intelligence (AI) has fundamentally transformed digital marketing practices, yet the strategic implementation processes and stakeholder perspectives remain underexplored through qualitative inquiry.This study explores how marketing professionals perceive, implement, and evaluate AI technologies in digital ma...

Alpha University College Of Business And Economics Departement Of Business Administration

Hiwot Temesgen

The study has been conducted with the aim of investigating the effect of digital marketing on marketing performance in the case of Habesha cement Share Company. The sample populations of the study were employee of Habesha cement in head office located in Addis Ababa. Quantitative research approach been adopted in selec...