Buscador de Tesis y publicaciones académicas

Research of actual characteristics for describing of the target audience for digital marketing

D. A. Khokhlov

The article examines the current characteristics of the target audience in the digital marketing. The problem of the discrepancy between the classical ways of describing audiences and the advertising inventory of digital promotion channels has been actualised. Analysis of advertising campaigns and web analytics systems...

Brand and Customer Loyalty in Online Brand Communities

Wilson Ozuem · Michelle Willis

Trade-in marketing strategies in gaming industry: The effect of digital transformation

Zhangwei Feng · Na Luo · Sihong Wu · Zheng Joseph Yan

Big Data Analytics in Digital Marketing: Harnessing Data Insights for Strategic Decision-Making

Jyoti Mahajan · Neha Sabharwal

In today's digital world, marketers who want to communicate with their target audiences effectively have both opportunities and obstacles due to the amount of data. The possible effects of big data analytics on digital marketing tactics are examined in this chapter. It focuses on how companies may use data insights to...

PENGARUH DIGITAL MARKETING, ELETRONIC WORD OF MOUTH DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PENGGUNAAN JASA DI RIA SALON (STUDI KASUS DI RIA SALON)

Desi Fitriani · Anak Agung Putu Agung · I Gusti Ngurah Agung Gede Eka Teja Kusuma

Penelitian ini bertujuan untuk menganalisis pengaruh Digital Marketing, Electronic Word of Mouth (e-WOM), dan Kualitas Pelayanan terhadap Keputusan Penggunaan Jasa di Ria Salon. Metode penelitian yang digunakan adalah survei kuantitatif dengan teknik purposive sampling, melibatkan 175 responden pelanggan Ria Salon. Ana...

Digital Marketing untuk Penguatan Penjualan UMKM

null Putra Armawan · null Glorysha Simbolon · null Kholillah Azahra Barus · null Raka Ayub Pratama · y 2 más

The development of digital technology has brought significant changes to marketing strategies, including in the Micro, Small, and Medium Enterprises (MSME) sector. This study aims to design a digital marketing strategy that can increase sales at Lontong Bang Haji MSMEs in Medan City. The research method uses a case stu...

Optimizing Digital Marketing Strategies for MSME: A Case Study of Nostalgia Coffee

null Lady · Lara Meilani · Fendy Cuandra

The current trend in digital marketing presents a significant opportunity, particularly for Micro, Small, and Medium Enterprises (MSMEs) in the Industry 4.0 era. Digital marketing offers many advantages over traditional methods, especially its ability to track and measure strategic effectiveness. This research aims to...

Marketing digital como estratégia para captação de clientes e visibilidade no mercado: o caso da empresa do setor automotivo / Digital marketing as a strategy for customer acquisition and market visibility: the case of an automotive company

Adner Emilio Kiill Conde · Paulo Roberto Nunes · Sabrina de Fatima Andrade · Júlia Lima Frutuozo

O marketing digital tornou-se uma estrategia imprescindivel para todas as empresas, independente do porte ou setor de atuacao. Entretanto, para as pequenas empresas, isso ainda e uma dificuldade. Portanto, este estudo tem como finalidade auxiliar pequenas empresas no ramo de vendas e prestacao de servicos automotivos a...

Investigating the Role of Digital Marketing and Entrepreneurial Orientation on Competitive Advantage via Product Innovation: Evidence from Indonesia’s Leather Craft Small Medium Enterprises

Mochamad Yasin Noer · Arianis Chan · Pratami Wulan Tresna · Ratih Purbasari

The leather industry in Garut Regency, Indonesia, encompasses the entire production chain from sheep farming to leather craft manufacturing. This study examines the influence of digital marketing and entrepreneurial orientation on competitive advantage, with product innovation serving as a mediating variable. Using Str...

Presale Promotion, Digital Marketing, and Popularity on Purchase Interest in The Weeknd Concert Tickets

Fandy Al Ubaidah · Alshaf Pebrianggara

This study aims to analyze the influence of Presale Promotion, Digital Marketing, and Popularity on purchase intention toward concert tickets of The Weeknd. This research is motivated by the increasing public interest in international music concerts and the use of digital marketing strategies in the entertainment indus...