Buscador de Tesis y publicaciones académicas

The Role of Digital Health Technologies in the Healthcare Marketing Process

Hilal Akman Dömbekci · Şerife Güzel · Şengül Sağlam · Kadir Ege

Digital health technologies have the potential to significantly transform the way health data is structured and visualized effectively. The research was conducted between April and July 2024. It was conducted with 15 managers from healthcare institutions who are knowledgeable about the role of digital health technologi...

Strengthening the Business Capacity of MSME in Sumberejo Village, Madiun Regency Through Digital Branding and Digital Marketing

Gallang Dwikyrana Dharmawan · Rahadian Fattah Fadillah Muhammad · Noviana Dipi Ramadhani · Muhammad Luthfi Hafizha · y 1 más

Small and Medium Enterprises (SMEs) are one of the strategic microeconomic pillars that must receive attention so that they can be empowered to improve the community's economy. Amid the era of Globalization and Digitalization which is increasingly dynamic, it is necessary to align and provide understanding to all group...

EXPLORING THE IMPACT OF DIGITAL MARKETING ON CONSUMERS' PURCHASE DECISIONS AND LIFE SATISFACTION IN THE LUXURY BRAND SECTOR

Dr. Danish Khan · Mr. Tapan Pandit · Dr. Gagan Mittal

In today’s rapidly evolving digital landscape, luxury brands are increasingly relying on digital marketing strategies to maintain relevance, exclusivity, and emotional connection with consumers. This study explores the impact of digital marketing on consumer purchase decisions and life satisfaction in the luxury brand...

Digital Marketing Adoption and Growth of Women-Led SMEs in Nigeria

Ann Ikechi · Perearua Otobo · Chinyere C. Odimara

This study examines the effect of digital marketing adoption on the performance of women-led small and medium-sized enterprises (SMEs) in Nigeria, with customer growth modelled as a mediating mechanism. Anchored on the Technology Acceptance Model and the Resource-Based View, the study conceptualizes digital marketing a...

Digital Marketing Strategy and Purchase Intention Among Customers of a Coffee Shop Brand

Marc Steven Aranas

This study investigates the effect of digital marketing strategy on consumer purchase intention among customers of a selected coffee shop brand. Specifically, it examines key dimensions of digital marketing strategy, including personalized content, social media influence, and ethical advertising, and analyzes how these...

Competitive Advantage as Intervening Variable on Marketing Performance of Songket Melayu MSM Enterprises

Fitri Yusnita · Maya Panorama · Maftukhatusolikhah

This research departs from the problem that whether competitive advantage as an intervening variable has an influence on the marketing performance of Songket Melayu MSM Enterprises, Indonesia. The purpose of this study was to determine and analyze how much the effect of competitive advantage mediates the marketing perf...

Planejamento de marketing digital na comercialização internacional de vestuário moda praia por e-commerce

Tasso, Melissa

Resumo: O e-commerce consiste na negociação de produtos ou serviços utilizando a internet como meio de comunicação para o relacionamento comercial. O vestuário moda praia brasileiro destaca-se mundialmente por possuir modelos diferenciados e marcantes pela valorização estética do corpo. Nesse contexto, o marketing digi...

Optimizing MSME Performance through Marketing Capabilities and Digital Marketing Adoption

Dewiana Novitasari · Francisca Sestri Goestjahjanti · Untung Rahardja · Sugeng Santoso · y 3 más

Marketing public policy in the digital age: Government strategies for effective new media engagement under marketing 4.0

Pei-Hsuan Tsai · Chih-Jou Chen · Yi-Sheng Lu

INFLUÊNCIA DAS ESTRATÉGIAS DE MARKETING COMPETITIVO NA RETENÇÃO DE CLIENTES: UMA ABORDAGEM BIBLIOGRÁFICA

Janete Lay Horacio Camasso