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This independent academic working paper presents a strategic case study for “ZEISS Always Clear,” a fictional optical-lens product concept originally developed during undergraduate Digital Marketing coursework and comprehensively redeveloped in 2026. The paper develops an integrated digital marketing and visual communi...
Social Media MarketingStrategic CommunicationDigital MarketingConsumer Behaviour
Marcelo León-Castro · Homero Rodríguez-Insuasti · Néstor Montalván-Burbano · José Avelino Victor
This research paper focuses on marketing areas and specifically in the field of digital marketing. Marketing and other commercial endeavors are of the utmost importance for both companies and professionals in this field. The current research aims to determine how influencers persuade internauts in their consumption ini...
The fact that businesses begin to reach consumers through online media and digital channels triggers consumers to experience new experiences. Therefore, creating new experiences for consumers in the online environment and determining which factors affect consumer experiences in the online environment gain importance fo...
This article examines digital technologies as a key driver of improving the effectiveness of marketing communications in the context of the digital economy and increasing environmental uncertainty. The study focuses on the transformation of marketing communications from traditional and instrumental approaches toward ad...
Allen Cedrick Acaso · Daniel M. Magalaman · Joann L. Ybañez · Aiza Mae R. Lemoreras · y 1 más
Digital marketing is transforming how farmers promote and sell their products by providing direct access to consumers through online platforms. By adopting digital tools such as social media, websites, and e-commerce, farmers can increase their visibility, build customer relationships, and improve their income. This sh...
null Ependi · null Reni Febrianti · null Muhammad Gusvarizon · null Helena Louise Panggabean · y 1 más
The development of digital technology has driven significant changes in marketing strategies, particularly for Micro, Small, and Medium Enterprises (MSMEs). However, many MSMEs in rural areas are still unable to optimally utilize digital marketing, including in Kademangan Village. Therefore, this community service acti...
This study examines the role of digital marketing strategies in enhancing halal brand visibility in Nigeria. Despite the growing global demand for halal products and the increasing acceptance of halal branding as a mainstream phenomenon, halal businesses in Nigeria continue to face challenges in achieving visibility, c...
JASSIM AHMAD AL-GASAWNEH · KHALID N. ALZUBI · MOHAMMAD HASAN · JAMAL M.M. JOUDEH · y 2 más
Abstract Hotel sector is encountering a significant number of challenges, especially in terms of marketing performance and customer perception. It is thus crucial that hotel managers consider guest satisfaction when implementing strategies for enhancing product promotion, brand value and marketing performance. Given th...
Lutjens et al. (2022) contend that the advent of digital advertising has brought about a profound shift in the marketing domain. This revolution will enable marketers to establish connections and interact with their target consumers in ways that were previously inconceivable. Traditional advertising channels such as pr...
The purpose of this chapter is to investigate the role and importance of using advanced digital marketing communication channels in retail and to analyze how adaptive the marketers are towards smartphone-based mobile technologies. This will be achieved through the synthesis of the findings in digital marketing literatu...
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