Buscador de Tesis y publicaciones académicas

The influence of digital marketing and social media marketing on consumer buying behavior

Barbara Olga Antczak

Digital marketing and social media marketing play an essential role in shaping consumer buying behaviour. The spread of technology has created new opportunities for consumer-business interactions across various digital platforms such as social media networks, e-commerce websites, and mobile applications. These platform...

EGYPTIAN TOURISM SMES IN THE DIGITAL ERA: AGILE MARKETING AND BRANDING AS CATALYSTS FOR SUSTAINABLE MARKETING PERFORMANCE

Abdelrahman A. A. ABDELGHANI · Bassam Samir AL-ROMEEDY · Mahmoud El-Sayed EMAM · Hamada HUSSEIN · y 2 más

Digital transformation has fundamentally reshaped marketing paradigms for small and medium enterprises (SMEs), particularly within Egypt's dynamic tourism sector. This study investigates the synergistic relationships between digital marketing, agile marketing, and agile branding as catalysts for sustainable marketing p...

GENESIS OF DIGITAL MARKETING IN THE AGE OF DIGITAL REVOLUTION

Daniella Mushka

The article discusses the features of digital marketing in relation to classical, traditional marketing. A special attention is devoted to a review of digital communications and digital marketing tools, which by their nature are targeted, interactive and integrative. The research analyses the technology of digital mark...

Marketing Digital: Componentes del marketing digital para el desarrollo de las empresas

Eugarrios Gaitan, Ingris Natalia · Monterrey Prudente, Eddy Antonio · Villalta, Bianca Yaosca

El presente documento se enfoca en el tema componentes del marketing digital con el objetivo Investigar los componentes del marketing digital para el desarrollo de las empresas. Para que un negocio tenga éxito, es importante tener una fuerte huella digital en internet. Si una empresa va a definir su plan de marketing d...

Digital Economy and Financial Marketing: Mutual Influence and Ways of Development

Oksana M. Mahalina · Viktor N. Mahalin · Yuriy Yu. Zaets

Development of the digital economy and usage of new IT and the necessity for collection, processing, storing, and exchange of Big Data led to transformation of corporate marketing in the changed conditions of the external and internal environment. The main trends of development of marketing according to the technologic...

Unveiling the Synergy: How Entrepreneurial Marketing and Product Quality Drive Purchase Decisions through the Lens of Digital Marketing

Mariana Purnamasari · Aditiya Hermawan · null Junaedi

This study delves into the complex interactions between entrepreneurial marketing, product quality, and digital marketing within Indonesia's dynamic digital marketplace, aiming to decipher their combined impact on purchase decisions. Employing a quantitative causal approach alongside Structural Equation Modeling (SEM)...

Digitization of marketing activities of enterprises in the conditions of the modern economy

Vitalii Nitsenko · Nataliia Gerasymchuk · Yuliia Mazur · Valentyna Dengub · y 1 más

The purpose of this paper is to comprehensively investigate transformational processes in marketing activities of Ukrainian enterprises under digitalization influence, to identify key directions for applying digital marketing tools and systematize main opportunities and obstacles on the path to implementing modern digi...

Internal Marketing Supported by Digital Marketing

José Duarte Santos · Bruno Sousa · Paulo Botelho Pires

ANALYSIS OF DIGITAL MARKETING IMPLEMENTATION AS A STRATEGY IN INCREASING MSME PRODUCT SALES

Kusuma Adi Rahardjo

In the current business landscape, the role of digital marketing in driving sales and shaping marketing strategies has become increasingly essential, especially for Micro, Small, and Medium-sized Enterprises (MSMEs). This study aims to determine the effects of digital marketing on sales, marketing strategies, and the c...

Digital Marketing in Start-Ups : The role of digital marketing in acquiring and maintaining business relationships

Dimitrova, Polina · Sin, Isa

This study aims to explore the usage of the digital marketing to acquire and maintain business relationships, or more specifically, digital marketing in B2B start-ups within the Swedish market. Digital marketing is essential for businesses nowadays and has become a significant factor for business companies for improvin...