Buscador de Tesis y publicaciones académicas

Replicating the atmosphere of a gift shop into the digital space : what makes good TikTok marketing good?

Käyhkö, Isabel

This thesis was commissioned by a gift & design shop in Amsterdam called By Popular Demand. By Popular Demand wanted to have a TikTok account of their own, accompanied with successful content to gain visibility in younger customer groups. The objective was to create successful marketing content for the business while f...

Setting the future of digital and social media marketing research: Perspectives and research propositions

Dwivedi, Yogesh K. · Ismagilova, Elvira · Hughes, D. Laurie · Carlson, Jamie · y 15 más

<p>The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from...

Social-Media-Marketing – Ein echter Alleskönner

Stefanie Eckart

Penerapan Digital Marketing Pada UMKM Galeri Kue Masariku Di Ngawi

Adillia Diah Ayu Saputri · Surya Jatmika

Penelitian ini bertujuan untuk mendeskripsikan penerapan digital marketing dan untuk mengetahui kendala-kendala penerapan digital marketing pada UMKM Galeri Kue Masariku di Kabupaten Ngawi. Penelitian ini merupakan penelitian studi kasus dengan pendekatan kualitatif. Pengumpulan data dalam penelitian ini menggunakan me...

EVALUATION OF DIGITAL MARKETING PERFORMANCE IN ELECTRONIC GOODS INDUSTRY: AN EMPIRICAL STUDY

Rangaswamy, Saravanan · Sivasubramaniam, Logeshkumar · Sundaram, Vijayanand · Pitchaimuthu, Murali

The last two decades have witnessed a skyrocketing growth in digital marketing that made customers interested in purchasing products particularly electronic goods. However, it is not known whether those customers attained satisfaction through this purchase. To confirm the fact, this research has attempted to analyze th...

Peran Influencer Marketing pada Tranformasi Perilaku Digital Generasi Z di Indonesia

null Johana Tania Arviana · null Anita Oktavia · null Catharina Aprilia Hellyani · null Anna Triwijayati

The rapid growth of digital technology and social media has reshaped communication practices, consumer behavior, and marketing approaches, particularly among Generation Z, who are widely recognized as digital natives. For this generation, social media serves as a major channel for obtaining information and exploring pr...

Digital Marketing Analytics

Shirin Alavi · Vandana Ahuja

Technological advances and the speed with which new technologies are being embraced by organizations, along with the rising power of the consumers and their ability to get what they want, when they want it, from whomever they want, have opened up new challenges for customer relationship management and marketing. Thus t...

SALES EFFECT OF DIGITAL MARKETING IN SMALL AND MEDIUM-SIZED ACCOMMODATION ENTERPRISES IN CORE CAPPADOCIA

Yakup Erdoğan · Ebru Güneren Özdemir

The subject of the study is the effects on sales of the use of digital marketing tools by tourism SMEs in the Core Cappadocia region. The data obtained for the purpose of determining the uses and impacts were obtained as a result of the questionnaire applied to the owners or managers in 48 accommodation enterprises, wh...

The Reconfiguration of Marketing Organization in the Age of Digital Transformation: A Paradox Perspective

Berger-Remy, Fabienne · Laporte, Marie-Eve · Aimé, Isabelle

For most companies, digital transformation is at the top of the agenda. This article digs into the tensions faced by the marketing organization, which, along with other departments dealing with business intelligence, is particularly affected by the ongoing digital transformation. The goal of this research, which builds...

The role of digital marketing in supporting small food entrepreneurs in Finland

Ahmad, Javed

The purpose of this thesis was to examine the role of digital marketing as an effective measure of enhancing the performance of small businesses within the Finnish context, specifically, Kotipizza Espoo Suurpelto. This thesis sought to uncover the role that digital marketing plays in ensuring the increased visibility o...