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Integrated Digital Marketing

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The Role of Payment Technology and Digital Marketing in Shaping Gen Z Consumer Behavior: A Literature Review and Future Research Directions

Pilifus Junianto · Vina Apriliani Suudiah

Generation Z, as digital native consumers, exhibit unique behavioral patterns in adopting digital payment technologies and responding to digital marketing strategies. This article reviews 20 reputable international journals related to the role of digital payment technology and digital marketing in shaping Generation Z'...

Analyzing of live marketing in driving digital workforce growth with the Structural Equation Model (SEM) Approach

Purnamawati, Andri · Subandiyah, Asih Endah · Oktafiar, La Ode Rahdian

This study aims to evaluate the impact of live marketing strategies on the growth of employment in the digital sector using the Structural Equation Modeling (SEM) approach. Secondary data collected between 2015 to 2024 were analyzed to examine the relationship among live marketing activities, the state of digital infra...

Digital marketing plan for Openline Group

Marques, Arménio Henrique Mota

Following the curricular internship at the company Openline Group, this report aims to develop a digital marketing plan, taking into account that the Openline Group does not have an active digital marketing plan which is essential for having an impact on the digital presence of any organisation. "Digital marketing is n...

Beyond the Screen: Navigating Consumer Perspectives on Digital Marketing Channels, Challenges and Future Trends

J Nithya · Mr. Pragadheswaran -

Digital marketing uses online platforms, social media, search engines, and other digital gears to promote products, services, and brands. With the swift expansion of the internet, digital marketing has become a serious aspect of business strategy for organizations worldwide. As technology evolves, businesses houses mus...

Pengaruh Pemasaran Digital terhadap Keputusan Menggunakan Pinjaman Online Oleh Masyarakat Kota Batam

null Listia Nurjanah · null Jeksen Ricaprio

Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran digital terhadap keputusan pembelian pinjaman online di Kota Batam, dengan kepercayaan sebagai variabel mediasi. Pemasaran digital diukur melalui tiga strategi utama, yaitu email marketing, mobile marketing, dan digital retargeting. Data dikumpulkan melalui...

Analysis of Digital Marketing Usage as Promotion Strategy of IT University in Bali

Dadang Hermawan

This research aimed to analyze the benefit of digital marketing as the marketing strategy of private IT universities in Bali and analyze the consumer assessment towards the digital marketing strategy that has been done by the private IT universities in Bali. Taking 100 respondents from the freshmen of six private IT un...

Digital Tourism

Chandra Sekhar Patro

The advancements in technology and social media have changed the sphere of marketing. Digital marketing became one of the imperative areas for business organisations all over the globe. E-marketing methods and strategies have revolutionised the tourism sector in various ways. From convenient booking engines to creating...

Analyzing the Consumer Buying Behavior Toward Digital Marketing Platform

Sakshi Sakshi

Abstract Digital marketing is fundamentally reshaping how businesses in India communicate, engage, and grow, particularly in the wake of the COVID-19 pandemic and the surge in mobile internet penetration. This study investigates the evolving role of digital marketing in transforming both consumer behavior and business...

Marketing Digital Shift: How Has Traditional Marketing Transformed into Digital Marketing and Why?

Balázs Deák · István Szabó