Buscador de Tesis y publicaciones académicas

Call for Papers: "International Marketing Perspectives on Digital Platforms and Ecosystems" (Special Issue of the International Marketing Review)

Mandler, Timo · Luo, Jun · Yannopoulou, Natalia · Wirtz, Jochen

Imagining responsible marketing in the digital economy

Mike Molesworth · Iris Hong-Bich Truong · Georgiana Grigore

Resilient Entrepreneurs in the Digital Era: Strategic Marketing Approaches for Young Business Owners Amid Crisis

N. Nurhilalia · Yusuf Saleh

In an era marked by rapid digital transformation and recurrent global crises, young entrepreneurs face both unprecedented opportunities and significant challenges. This study explores how strategic digital marketing practices contribute to the resilience of youth-led enterprises amid crises such as economic downturns a...

Strategi Digital Marketing pada Usaha Event Organizer dalam Meningkatkan Daya Saing: Studi Kasus pada Perusahaan Swarna Karya Kreasi di Kabupaten Karawang

Hendra Susila

Perkembangan teknologi digital mendorong perubahan signifikan dalam strategi pemasaran pada berbagai sektor usaha jasa, termasuk industri event organizer. Digital marketing menjadi strategi yang relevan dalam meningkatkan daya saing usaha melalui pemanfaatan platform digital yang interaktif, fleksibel, dan berbasis keb...

Digital Marketing Communication, e-WOM Amplification, and Consumer Loyalty: A Mediation Analysis

Haryadi Mujianto · Septiawan Santana Kurnia · Oji Kurniadi · Anne Maryani

This study examines the mediating role of e-WOM amplification in the relationship between digital marketing communication strategies and consumer loyalty among Indonesian social media users. Using a quantitative explanatory survey design, data were collected from 180 purposively selected respondents with prior experien...

Digital Fatigue and Consumer Resilience: A Conceptual Framework for Global Omnichannel Marketing

Stefani Angmalisang · Vidy Mewengkang · Delfia Manampiring · Ditha Lengkong · y 6 más

The rapid growth of digital technology and global connectivity has transformed consumer interactions, yet it has also led to increasing levels of digital fatigue emotional and cognitive exhaustion resulting from excessive digital engagement. This phenomenon challenges consumers’ ability to sustain attention, trust, and...

Optimalisasi Pemasaran Digital Syariah dalam Meningkatkan Daya Saing dan Pendapatan UMKM Kerajinan Songkok di Karanggengeng Lamongan

null Ainia Arrizah · null Ach. Zakariya · null Moh. Maulana Firmansyah

The progress of digital technology provides possibilities for Micro, Small, and Medium Enterprises (MSMEs) to enhance their competitiveness and revenues, particularly in the Songkok craft industry located in Karanggeneng, Lamongan. Nevertheless, incorporating digital marketing that aligns with sharia principles present...

The power of storytelling in dark literary tourism: A mixed-methods study of visitor engagement and marketing strategies

Titanilla Virág Tevely · Árpád Papp-Váry

This study examines the tourist motivations and marketing strategies of dark literary tourism based on five historical locations. Combining digital marketing analysis with qualitative interviews, the interest in these sites and the effectiveness of the used digital marketing strategies is examined. The findings reveal...

HYBRID PROJECT MANAGEMENT AND DIGITAL MARKETING EFFECTIVENESS IN INTERNATIONAL UNIVERSITIES

Baymatova Nilufar

In the increasingly competitive global higher education environment, universities must adopt innovative management approaches to enhance student recruitment and digital engagement. This study examines the effectiveness of hybrid project management frameworks in improving digital marketing outcomes in international univ...

Innovative technologies impression management in digital marketing

Tataryntseva (Kurbatova), Yuliia · Pushkar, Oleksandr

The development and implementation of marketing innovations in market conditions is the only way to increase competitiveness and support high rates of development of organizations and their brands. Marketing innovations are aimed at more fully meeting the needs of consumers, opening new sales markets in order to increa...