Buscador de Tesis y publicaciones académicas

Determining a Digital Marketing Strategy Using a Combination of Analytical Network Process (ANP) and Profile Matching

Rifqi Hammad · Abdurrahman Abdurrahman · Iwan Kusmayadi · Djoko Suprayetno · y 2 más

Background: Many MSMEs in the city of Matram are experiencing diculties in determining the digital marketing strategy to use. This is due to the many digital marketing strategies that can be used and the many factors that serve as criteria for selection.Objective: Develop a decision support system using a combination o...

The Impact of Digital Marketing in Albania and Kosovo: A Comparative Analysis

Kola, Blerim · Gjermizi, Jehona

This article conducts a comprehensive comparative analysis of the impact of digital marketing in Albania and Kosovo. The analysis delves into key aspects, including current trends, challenges, opportunities, and the transformative effects of the COVID-19 pandemic on digital marketing strategies. The comparison between...

Digital Marketing Transformation: Trends and Realities

E. N. Sheremetyeva · L. A. Gorshkova · N. V. Mitropolskaya-Rodionova

Digitalization affects all spheres of human activity. The digital economy is a general term used to describe digital-driven markets. The goal of digital transformation is defined as a complete change in the functioning of the digital economy system. Digitalization of marketing makes brands available to customers exactl...

Digital Marketing Implementation Effectiveness Analysis in Improving the Marketing Performance of Small and Medium Enterprises Managed by LINKS USU

Ikhsan Al Zuhri · Sukaria Sinulingga · Iskandarini .

Marketing performance is a measure of achievement and marketing process activity as a whole from a company. Marketing performance can also be seen as a concept that is used by a product by a company. There are many factors that affect the marketing performance, among them is digital marketing. This research is a descri...

The Strategic Adoption of Artificial Intelligence in Organisations as a Driver of Digital Marketing Transformation

Gabriel CROITORU · Nicoleta Valentina FLOREA · Georgeta FERNANDEZ · Mihai Bogdan CROITORU

Abstract This study examines how strategic adoption of artificial intelligence (AI) contributes to digital marketing transformation and digital marketing performance. Building on the resource-based view and dynamic capabilities theory, the paper argues that AI creates marketing value when it is not used merely as an op...

The Bad-Faith Argument Behind the Use of Digital Marketing for Neurodiversity

Go Jefferies J

Presentation of a Digital Marketing Model for Attracting Medical Equipment Customers

Sara Serajpour · Majid Fattahi · Mohammad Reza Eghbal

The aim of this research is to design and present a digital marketing model for attracting medical equipment customers. This study, based on its research objectives, is applied-developmental in nature. A qualitative approach was adopted for this research, utilizing thematic analysis to develop the proposed model. The s...

Digital Marketing and Digital Marketing Mix

S. Umit Kucuk

Defining an AI-Virtual Assistant for Increasing Customer Interaction in Digital Marketing: A Case Study in Agrifood Sector

Mele G. · Spagnolo A. · Passiante G. · Fiorentini A.

The rise of digital technologies has revolutionized industries, shifting marketing from transactional to relational approaches, emphasizing customer relationships. This transition to digital marketing necessitates businesses to undergo digital transformations. This study explores the impact of Artificial Intelligence (...

SENTIMENT OF SOCIAL MEDIA USAGE, INFLUENCER MARKETING AND CONTENT MARKETING ON COMPETITIVE ADVANTAGE AND DIGITAL MARKETING IN BUSINESSES IN BATAM CITY

Edwin Agung Wibowo · Dini Anggraini

The focus and purpose of this research will certainly analyze the role of social media, influencer marketing and content marketing on the business success of Micro, Small and Medium Enterprises in Batam City. The sample determination of this study refers to the Maximum Likelihood Estimation (MLE) ranging from 100-200 s...