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This introductory chapter describes how the digitalization of media has boosted the trend of content marketing. In the context of digital media, content marketing is growing due to the fact that anyone can publish, anyone can reach a large targeted audience through social media, and professional content publishers can...
Etikkmedia and communicationsKonseptsocial sciences
This study examines the impact of influencer marketing on consumer purchasing behaviour in the rapidly evolving digital marketplace. Using a quantitative method, the study was conducted through surveys of social media users exposed to influencer content. Several key dimensions of influencer marketing were evaluated, in...
The tremendous growth of tourism in Albania in recent decades, made important the understanding of the role that digital marketing and mobile technology is playing in this field. Tourism in Albania is one of the most important economic sectors of the country, and is growing year after year. It is emphasized that digita...
Hari Muharam · Son Wandrial · Patricia Rani Rumondang · Maidiana Astuti Handayani · y 1 más
This study examines innovative strategies in digital marketing aimed at enhancing consumer engagement and brand loyalty. Utilizing a qualitative literature review method, the research synthesizes data from diverse sources, including academic journals, industry reports, and case studies, to provide a comprehensive under...
9. Industry and infrastructureeconomics and businesssocial sciences
In the ever-changing global economy, digital marketing channel has emerged as a crucial strategy for businesses seeking to enhance their market presence, engage with customers, and promote growth. This presence and engagement have shown significant impact performance of marketing of Micro Small and Medium enterprise. T...
Dwinanda, Fitria · Widiyanti, Puspita Sari · Kusumawati, Yuli · Noprianti, Resvi · y 1 más
This study aims to analyze and implement the role of digital marketing in increasing the profitability of Micro, Small, and Medium Enterprises (MSMEs) in Cisaat Village, Sukabumi Regency. MSMEs in Cisaat Village experience various challenges in developing their businesses, especially in terms of product marketing which...
In the digital era, the question of however the role of traditional relationship marketing methods is still relevant in the landscape of business-to-business (B2B) interactions. This thesis highlights the gap of understanding how traditional and digital relationship marketing coexist within a B2B context. While the mag...
Relationship MarketingDigitalisationeconomics and businesssocial sciences
Yuzhuo Zhang · Xiao Sun · Xiaoyang Yang · Xin Peng
This study examines the digital marketing practices directed toward long-tail customer segments in commercial banks under the pressures of an economic downturn, using the SPD Bank Daxing Sub-branch as a representative case. Against the backdrop of declining household income expectations, weakened consumption, and reduc...
Rania Cundamanik Wisand · Arthanami Nauli Panggabean · Rahma Sugihartati · Dessy Harisanty · y 1 más
Digital transformation has driven significant changes in marketing strategies adopted by micro, small, and medium enterprises (MSMEs), particularly among businesses that previously relied on brochures, WhatsApp messages, or word-of-mouth communication to inform consumers about selling locations and schedules. Recent ph...
The accelerated expansion of quick commerce has sharpened rivalry among digital retail platforms, compelling business actors to formulate robust marketing approaches and ensure excellent service performance in order to sustain customer involvement. This study was undertaken to examine the degree to which digital market...
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