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With the growing prevalence of digital platforms for online shopping, advertising, and marketing activities in general, it is imperative to better understand how designs of virtual elements on digital interfaces influence click behavior. Websites and online advertisements contain virtual elements such as call-to-action buttons, images, and logos. This research examines how curved versus sharp angled shapes of virtual elements in online ads and on websites influence click-through rates (CTRs). The findings of a series of studies, including three field experiments and an eye tracking study, show that website and online ad elements in curved (vs. sharp angled) shapes generate higher CTRs. Process evidence suggests that curved (vs. sharp angled) digital elements enhance visual appeal, leading to approach motivation and greater CTR. In terms of practical implications, the findings of this research have strong relevance for designing online ads and website interfaces and for digital marketing strategies. Specifically, digital marketers desiring higher click rates would benefit from having more curved (than sharp angled) virtual elements on websites and in online ads. [ABSTRACT FROM AUTHOR]

Through a randomized field experiment, this study compares the economic effects of two categories of nudges—self-assurance- and pressure-based interventions—on consumers' purchase and return behaviors. In contrast to pressure-oriented nudges, such as quantity scarcity, time scarcity, and social persuasion, self-assurance nudges are intended to facilitate the validation of product choice and style/size characteristics as well as the self-assurance-grounded justification of the purchase. The findings reveal that self-assurance nudges designed to help consumers make better choices have both short-term (high sales) and long-term (few product returns) benefits. Although pressure-driven nudges offer slightly higher short-term benefits (high sales), they eventually engender unfavorable long-term outcomes (high product returns) for consumers and online retailers. Finally, using return-adjusted net sales as performance measures, the authors find that self-assurance-based nudges are as effective in stimulating purchase as those that capitalize on scarcity and social pressure. [ABSTRACT FROM AUTHOR]

This research examines when and how the speed of video ads influences consumers' perceptions of luxuriousness and their subsequent behaviors toward products or brands featured in the ads. Across 12 experiments (total N = 27,227, five preregistered), the authors demonstrate that when a video ad depicts a product in slow motion (vs. regular speed), consumers perceive the featured product or brand as more luxurious. The effect emerges across various product categories (chocolate, shampoo, mineral water, wine) and in different countries (United States, United Kingdom, France). Tests of mediation and moderation suggest that the effect occurs because viewing a slow-motion ad increases feelings of immersion, which lead consumers to expect greater hedonic value from the featured product and thus view it as more luxurious. Consistent with this account, the effect weakens when video blurriness or buffering impairs the immersive viewing experience afforded by slow motion, and the effect attenuates among consumers who are very weakly or very strongly predisposed to experience immersion. Finally, by enhancing perceptions of luxuriousness, slow motion subsequently boosts consumers' desire for the featured product or brand (as manifested by higher willingness to pay, purchase intentions, and ad click rates), particularly when the goal to consume luxury is salient (vs. not). [ABSTRACT FROM AUTHOR]

The study aims to explore the drivers of community building in virtual participation charity sport events. The authors conducted a case study of virtual charity events governed by Team World Vision, the sports arm of a global not-for-profit service organisation. They conducted semi-structured interviews with World Vision marketing managers and virtual running race participants, analysed survey and podcast interview data, and performed a document analysis. Four overarching themes were revealed as drivers of community building: community engagement, social networking, impression management, and fitness philanthropy practicing. The study uncovers the peculiarities of the virtual format that helped build virtual communities and create excitement around the cause, such as digitised communication plans, social media- and technology-facilitated opportunities to connect both locally and globally, and the adapted fundraising strategies in the virtual format. [ABSTRACT FROM AUTHOR]

From advertisers and marketers to salespeople and leaders, everyone wants to hold attention. They want to make ads, pitches, presentations, and content that captivates audiences and keeps them engaged. But not all content has that effect. What makes some content more engaging? A multimethod investigation combines controlled experiments with natural language processing of 600,000 reading sessions from over 35,000 pieces of content to examine what types of language hold attention and why. Results demonstrate that linguistic features associated with processing ease (e.g., concrete or familiar words) and emotion both play an important role. Rather than simply being driven by valence, though, the effects of emotional language are driven by the degree to which different discrete emotions evoke arousal and uncertainty. Consistent with this idea, anxious, exciting, and hopeful language holds attention while sad language discourages it. Experimental evidence underscores emotional language's causal impact and demonstrates the mediating role of uncertainty and arousal. The findings shed light on what holds attention; illustrate how content creators can generate more impactful content; and, as shown in a stylized simulation, have important societal implications for content recommendation algorithms. [ABSTRACT FROM AUTHOR]

The purpose of this study is to understand the reasons why Japanese higher education institutions show a lack of digital marketing activities. Specifically, we focused on the challenges faced by institutions with management and business faculties when implementing digital marketing. To achieve this purpose, the research invited 167 Japanese higher education institutions to respond to a self-administered online questionnaire followed by semi-structured interviews. 49 valid responses were obtained and then 11 interviews were performed. After analyzing the data collected using text coding, the results indicate the emergence of nine digital marketing enablers and barriers, namely training & knowledge, tools, financial resources & measurement results, human resources, leadership, process, internal public relations, organization strategy and external stakeholders. A comparison between the various factors shows a significant dominance of barriers with respect to enablers, reflecting the concerns of Japanese higher education institutions with respect to digital marketing. In addition, the interviews reveal the existence of four environmental factors which have motivated Japanese higher education institutions to adopt digital marketing. [ABSTRACT FROM AUTHOR]

Prizren, a pivotal region within Kosovo, stands out due to its amalgamation of natural beauty and cultural heritage, positioning it as a prime destination for discerning travelers. In the contemporary landscape, the power of modern mass media in marketing destinations is unparalleled, offering global reach, interactive engagement, and rapid communication channels with both current and prospective visitors. The digital footprint of a destination, encompassing a professional website, online commerce capabilities, and dynamic presence on major social media platforms, is now fundamental for travel entities aiming to thrive in the competitive tourism sector. Social media, in particular, has evolved into a critical marketing medium, facilitating direct interaction with the market and fostering relationships built on trust and loyalty, essential for attracting and retaining visitors. This study aims to explore the role of the internet and its myriad tools in marketing and enhancing the visibility of Prizren's tourism offerings. Through an empirical investigation gathering insights from tourists, hotel operators, and travel agencies in Prizren, coupled with an analysis of marketing content at both local and national levels, the research has assessed current practices. The goal is to identify strategies that can elevate Prizren's profile in the global tourism market, ensuring it is recognized not only for its inherent attractions but also for its innovative and engaging marketing approaches. Recommendations are proposed to refine and augment the marketing efforts dedicated to promoting Prizren as a leading tourist destination. [ABSTRACT FROM AUTHOR]

The financial services industry has undergone a massive transformation in the contemporary disruptive, volatile, uncertain digital age. The study aimed To discuss the role of customer satisfaction and experience in financial services marketing in the digital world, To provide a glimpse of cyber security aspects in financial services, To give an overview of the concept of sustainable finance, To discuss the emerging sustainability aspects evolving in the finance industry and To present a summary of industry-specific initiatives to promote sustainability. The data has been collected as review papers and shown When it comes to financial services marketing in the digital world, the conversion of traditional marketing to digital marketing has forced the banks and financial services players to perceive the relative importance of customer experience to sustain in a highly disruptive, transformational, and competitive digital era. Earning customer trust and loyalty by addressing security and sustainability issues and adapting to the latest technologies is the prime focus for key financial service players. The traditional product-centric marketing strategy is outdated; the focus is now on a customer-focused marketing strategy. The current paper provides an overview of the financial services industry in the digital era, including the opportunities, challenges, and recent trends in the industry. The result emerging cyber security threats, sustainability risks, and related aspects of the financial services industry are highlighted. Significant sustainability risks faced by the finance sector in contemporary times and the industrial initiatives to promote sustainability in the finance industry have been discussed. The relevance of the "sustainable finance" theme in a digitalized world is highlighted. The importance of sustainability assurance reporting is concerned. [ABSTRACT FROM AUTHOR]

Copyright of Arab Journal for Scientific Publishing is the property of Research & Development of Human Recourses Center (REMAH) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: This paper aims at understanding how automotive firms integrate customer relationship management (CRM) tools and big data analytics (BDA) into their marketing strategies to enhance total quality management (TQM) after the coronavirus disease (COVID-19). Design/methodology/approach: A qualitative methodology based on a multiple-case study was adopted, involving the collection of 18 interviews with eight leading automotive firms and other companies responsible for their marketing and CRM activities. Findings: Results highlight that, through the adoption of CRM technology, automotive firms have developed best practices that positively impact business performance and TQM, thereby strengthening their digital culture. The challenges in the implementation of CRM and BDA are also discussed. Research limitations/implications: The study suffers from limitations related to the findings' generalizability due to the restricted number of firms operating in a single industry involved in the sample. Practical implications: Findings suggest new relational approaches and opportunities for automotive companies deriving from the use of CRM and BDA under an overall customer-oriented approach. Originality/value: This research analyzes how CRM and BDA improve the marketing and TQM processes in the automotive industry, which is undergoing deep transformation in the current context of digital transformation. [ABSTRACT FROM AUTHOR]

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This research aims to identify marketing communication channels used to develop social media marketing plans and appropriate implementation steps by d'Emmerick Hotel Salatiga, types and forms of content, and techniques for reaching hotel customer groups through conventional and digital social media marketing channels in the most efficient way. This research is a qualitative descriptive study. The results of the analysis show that the company has used conventional and digital marketing models, especially during and after the pandemic. Digital marketing media during and after the pandemic are more widely used, including the use of official websites, Facebook, Instagram, and TikTok, while YouTube was initially used but now prefers TikTok. Apart from that, WhatsApp is also used for personal relationships. The results of the SOSTAC analysis show that there is a development in the use of social media, especially Instagram, which has a high following, which allows for a real increase in site visits. [ABSTRACT FROM AUTHOR]

YouTube is in the 2nd position of social media that is often used in 2023 through the official We Are Social website. This is because people are starting to leave mass media to social media. Different types of video content are very popular and widely viewed, including funny videos, short films, infotainment videos, and more. This study was conducted to find out the factors behind Content Digital, Public Figure Self-branding, Celebrity Worship, and Audience Motivation. YouTube can now be used as a place for marketing strategies to increase brand image or purchases through Integrated Marketing Communication (IMC). Therefore, content marketing strategy involves creating content to reach the target market. Based on that customers connect with the brand to fulfill their requirements. This study was conducted on 278 participants with ages ranging between 16-25 years old. The data were collected by questionnaire. We find that the presence of sponsorship content on YouTube has an impact on attitudes towards YouTube influencers. The three elements of entertainment, information, and interference in sponsorship content on the YouTube platform play a role in shaping attitudes toward YouTube influencers. Influencers have the potential to provide concrete benefits to prospects and customers by presenting appropriate content. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Community Service & Empowerment is the property of Journal of Community Service & Empowerment and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Community Service & Empowerment is the property of Journal of Community Service & Empowerment and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Customer relationship management (CRM) has become increasingly important as a result of the pressure organizations are under to remain competitive. CRM has been and is widely promoted as essential to a company's ability to survive. According to this study, CRM is more than just a computer program or software package. We believe that for organizations to use CRM effectively, it must be viewed from a strategic point of view. Therefore, this study focuses on the consequences of digital marketing on business performance, specifically, the consequences of customer relationship orientation and the use of CRM technologies as a support for analysis, data integration, and access on business performance. This study addresses a contemporary and relevant research problem that has national and international relevance. The research is based on quantitative methods to test hypotheses. Data were gathered from 73 organizations. The findings show the relationships between CRM and customer satisfaction, market effectiveness, and profitability. Customer relationship orientation positively affects customer satisfaction, market effectiveness, and market profitability. CRM technologies significantly improve business performance. This research contributes to the existing knowledge by shedding light on the complex relationships among CRM, customer relationship orientation, market effectiveness, market profitability, and customer satisfaction. Based on the research results, we provide practical recommendations for managers and decision makers. [ABSTRACT FROM AUTHOR]

For “centuries” manufacturers have been using marketing tools to disseminate information to customers regarding their products. The development of internet has forced companies to use digital technologies to interact with customers and tell them about their products. The purpose of this study was to analyse the impact of digital marketing on brand awareness among the customers of sportswear in Dar es Salaam City, Tanzania. This study applied analytic crosssectional design to analyse quantitative collected from sportswear customers that were selected using simple random technique. The data was gathered using structured questionnaire from 250 sportswear customers in Kigamboni and Kinondoni districts. Data were analysed using descriptive statistics and multiple linear regression model. The findings of this study indicate that, five marketing tools namely, content marketing, social media marketing, affiliate marketing, paid advertising marketing and pay-per-click marketing have positive and significant impact on brand awareness. On the contrary, e-mail marketing was found to have non-significant impact on brand awareness. This study has informed customers that searching for information regarding sportswear products is less time consuming and low cost. Moreover, this study informs sportswear manufacturers have to use more paid advertisements marketing since they capture more customers. Based on the findings, this study recommends that sportswear to invest heavy and continue to improve their paid advertising and pay-per-click marketing campaigns and to combine digital marketing and traditional marketing strategies for effective ad wide coverage in order to achieve higher brand awareness. The two-marketing media can create a synergy that is more beneficial than using either medium separately. [ABSTRACT FROM AUTHOR]

In order to enhance marketing efforts and improve the performance of marketing campaigns, the effectiveness of language generation models needs to be evaluated. This study examines the performance of large language models (LLMs), namely GPT-3.5, PaLM 2, and bidirectional encoder representations from transformers (BERT), in generating email subjects for advertising campaigns. By comparing their results, the authors evaluate the efficacy of these models in enhancing marketing efforts. The objective is to explore how LLMs contribute to creating compelling email subject lines and improving opening rates and campaign performance, which gives us an insight into the impact of these models in digital marketing. In this paper, the authors first go over the different types of language models and the differences between them, before giving an overview of the most popular ones that will be used in the study, such as GPT-3.5, PaLM 2, and BERT. This study assesses the relevance, engagement, and uniqueness of GPT-3.5, PaLM 2, and BERT by training and fine-tuning them on marketing texts. The findings provide insights into the major positive impact of artificial intelligence (AI) on digital marketing, enabling informed decision-making for AI-driven email marketing strategies. [ABSTRACT FROM AUTHOR]

Copyright of Cuadernos del Centro de Estudios de Diseño y Comunicación is the property of Cuadernos del Centro de Estudios de Diseno y Comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Agriculture is essential to any country's economy. Agriculture is crucial not only for feeding a country's population but also for its impact on other businesses. The paradox of agri-food companies generating substantial profits despite seemingly high product prices is explored in this article, focusing on the role of digital marketing within the agri-food industry. Enhanced digital marketing performance leads to efficient advertising campaigns, through reduced advertising costs and increased resource efficiency. To do so, the authors collected web analytical data from five established agri-food firms with the highest market capitalization. Then, linear regression and correlation analyses were used, followed by the utilization of fuzzy cognitive mapping (FCM) modeling. The analysis revealed that increased traffic through search sources is associated with reduced advertising costs. Additionally, enhanced website engagement contributes to lower advertising expenses, emphasizing the optimization of the user experience. However, it has been discovered that allocating funds for social media advertising eventually results in higher expenses with higher website-abandoning rate. Ultimately, successful management of the balance between product costs and profitability in the agri-food sector lies on the increased use of search sources and greatly reducing the use of social media sources. [ABSTRACT FROM AUTHOR]

In the agri-food industry, strategic digital branding and digital marketing are essential for maintaining competitiveness. This study examines the economic dynamics and impact of desktop and mobile customer analytics on digital branding strategies within the sector. Through a comprehensive literature review, this research utilizes empirical evidence to validate hypotheses regarding the influence of desktop and mobile analytics metrics on key digital branding metrics and value creation. This study explores various branding indicators by utilizing descriptive statistics, correlation analyses, regression models, and fuzzy cognitive mapping (FCM). The findings reveal significant correlations between desktop and mobile analytics and digital branding outcomes, underscoring the critical role of digital analytics and Decision Support Systems (DSSs) in shaping modern branding strategies in the agri-food industry. This study highlights the economic implications of desktop and mobile customer analytics on digital branding, providing insights to enhance market performance and foster sustainable growth in the agri-food sector. [ABSTRACT FROM AUTHOR]

The Tiktok application is widely used by people to create and do business in Indonesia. The TikTok account @jihannnpp actively provides information about culinary places and food snacks in Cirebon. The purpose of this study is to find out the digital marketing techniques used by @jihannnpp Tiktok accounts. This study uses a qualitative method using data collection techniques. The data collection techniques used by the researcher are observation, interviews and documentation. The results of the research obtained through the Tiktok account @jihannnpp utilize digital marketing methods, namely digital marketing techniques, namely advertising techniques, hashtag techniques, promotion techniques, review techniques and distinctive characteristics. The results of advertising techniques to provide information, hashtag techniques to provide information, promotional techniques to introduce products and persuade followers and non-followers, review techniques to give reviews or assessments of the purchase consideration of a product, and characteristics on Tiktok accounts @jihannnpp to brand their character with the characteristic word "camatmam" [ABSTRACT FROM AUTHOR]

Digital marketing is a highly functional marketing method that enables businesses to reach customers using the internet and smart devices quickly and effectively. The speed of digital marketing in reaching consumers and its superiority in mobilising them can bring many risks for campaign producers. The content of the campaign, the technical management of posting and the management of the campaign celebrity, if any, can lead campaigns to failure and cause customer loss. At this point, it is vital to anticipate the risks that may cause the brand's digital marketing campaign to fail. This is a pioneering study that examines the failure of digital marketing campaigns from a risk analysis perspective. For the risk analysis of digital marketing campaigns, the Failure Mode and Effects Analysis (FMEA) method, which enables comprehensive risk analysis with expert opinions in problem areas where expert opinions are required by nature, and fuzzy logic, which quantifies the ambiguity in the expert opinions required for analysis and enables more effective results to be achieved, were used. Within the scope of the methodology, the elements of failure were identified through a literature review and 28 unsuccessful digital marketing campaigns accessed online, followed by evaluations of the failures through expert judgements and fuzzy logic. According to the findings of the study, the riskiest elements that push digital marketing campaigns to failure were found to be content-related racism, beauty/perception of perfection, sexism, violence/terrorism and political elements, and it was concluded that these failures have the potential to lose the most customers. [ABSTRACT FROM AUTHOR]

Social networking tools are the inevitable essence of life. The flexible structure of social networks paves the way for communication and collaboration between users and librarians. So here, the paper constitutes a study of the central libraries of Four multidisciplinary universities in Kerala in terms of the usage of social networks and digital infrastructures for promoting and marketing library information sources and services. Data collected from the official library websites, Web portals and social media applications of Kerala University Library (KUL) of the University of Kerala, Mahatma Gandhi University Library (MGUL) of Mahatma Gandhi University, Hermann Gundert Central Library (HGCL) of Kannur university and CH Mohammed Koya Library (CHKML) of University of Calicut in Kerala, other universities libraries in Kerala have no sufficient social media or official websites for the knowledge organization and communication. The study determines the social networking tools and digital infrastructure used for information communication, Knowledge organization, Knowledge distribution, and Information promotion in the central Libraries of four multidisciplinary universities in Kerala. The study also portrays the benefits of social networking tools in libraries, marketing techniques used to deliver information sources and services, and implementation of 4P’s in Multidisciplinary university libraries of Kerala. These four central libraries of four universities in Kerala have an enormous collection of social networks like Facebook, Twitter, YouTube, WhatsApp, etc. All the libraries of multidisciplinary universities in Kerala use websites to organize their information. Mahatma Gandhi University Library of Mahatma Gandhi University is in the first position for using social media as compared to other university libraries. Facebook is the most common tool used by three central libraries of multidisciplinary universities in Kerala. CH Mohammed Koya University Library of the University of Calicut not using social media instead they take advantage of Chatbot, Web Portal, and Digital Library. [ABSTRACT FROM AUTHOR]

This research discusses the development of marketing channels and efforts to increase exposure of the Oloo Oloo Drink drink brand through digital marketing. Data was obtained by conducting a series of interviews and observations, then analyzed by STP, Marketing Mix, BMC, SWOT, Porter's Five Forces, Gap and Pareto Analysis. The purpose of analysis is to find problems with the highest level of urgency, especially in the marketing field. From the results of the analysis, it was found that two main problems from the marketing side faced by MSMEs were the lack of optimization of digital marketing channels, and the low exposure of the Oloo Oloo Drink drink brand. Through several analyzes it is hoped that it can help Oloo Oloo Drink drink improve its performance by using digital marketing. [ABSTRACT FROM AUTHOR]

The integration of machine learning (ML) techniques into marketing strategies has become increasingly relevant in modern business. Utilizing scientific manuscripts indexed in the Scopus database, this article explores how this integration is being carried out. Initially, a focused search is undertaken for academic articles containing both the terms "machine learning" and "marketing" in their titles, which yields a pool of papers. These papers have been processed using the Supabase platform. The process has included steps like text refinement and feature extraction. In addition, our study uses two key ML methodologies: topic modeling through NMF and a comparative analysis utilizing the k-means clustering algorithm. Through this analysis, three distinct clusters emerged, thus clarifying how ML techniques are influencing marketing strategies, from enhancing customer segmentation practices to optimizing the effectiveness of advertising campaigns. [ABSTRACT FROM AUTHOR]

A digital marketing strategy using humorous gimmicks can steal the company's attention because it attracts the audience's attention and can increase brand awareness of a Pocari Sweat product. Aiming to find out what marketing strategies can be used on social media and whether digital marketing strategies using humorous gimmicks can grow brand awareness of a product, this research uses a descriptive qualitative method using theory from Dentsu; in this theory, there is the AISAS model, namely (Attention, Interest, Search, Action, Share). The research results show that a marketing strategy using humorous gimmicks can provide added value to brand awareness because it has a strong appeal in the eyes of the audience and can entertain the audience. The clever gimmick content strategy used by Fadil Jaidi has proven to be an effective digital marketing strategy that impacts brand awareness of a product. From informants' responses and netizen comments on his Instagram account, the audience does not see endorsement advertising content because of the interest built through the humorous gimmick presented. The content created by Fadil Jaidi has also successfully increased the audience's buying interest, thus influencing the social media of brands or products that Fadil Jaidi collaborates with. [ABSTRACT FROM AUTHOR]

The OTOP Nawatwithi tourism community is a local tourism route. Bringing both direct and indirect benefits to Thai society. However, tourists' purchase intentions need to be considered, which can be made under the influence of price or perceptions of quality, value, or any other customer's satisfaction. This research is quantitative. The objective is to study the factors of store atmosphere, perceived value, and digital marketing affecting the purchase intention towards the food store of the OTOP Nawatwithi tourism community in the southern region of Thailand. Data were collected from tourists who traveled to the OTOP Nawatwithi tourism community in the south. The Cochran method, a statistical formula, was used to calculate the sample size of 385 people, ensuring a representative sample. The researcher increased the sample size to 490, using a non-probability sampling method, and setting quotas to store data. By dividing the OTOP Nawatwithi tourism community in the southern region into 14 provinces, 417 sets of complete data were returned. Multiple regression analysis was used to analyze hypotheses using the Software Package for Social Sciences (SPSS). The result reveals that store atmosphere (β = 0.532, t = 10.206), perceived value (β = 0.211, t = 3.542), and digital marketing (β = 0.170, t = 2.944) have a positive effect on the intention to purchase food in the food store of the OTOP Nawat tourism community. This result reflects the priorities that stakeholders like food store owners, community leaders, and local government officials should pay attention to increase the overall income for the OTOP Nawatwithi tourism community. [ABSTRACT FROM AUTHOR]

In the era of Artificial Intelligence, everything is navigating from physical to digital making it significant to study the significance of the Phygital Paradox. This study intends to investigate and validate phygital marketing and its dimensions to assess the influence of phygital marketing on the customer experience in the Indian hospitality industry. The study adopted online and offline questionnaires for data collection. The hotel's managers and the hotel's guests provided a total of 86% responses, which were then compiled using a convenience sampling technique. The hypothesis was examined using the structural equation modelling approach. The results confirmed a significant impact of phygital marketing on customer experience. The findings guide hospitality industry managers to use the phygital marketing approach to enhance customer experience. The connection between phygital marketing and customer experience gives managers a comprehensive and structured approach to improving customer experiences. Advancing from existing marketing and customer experience literature, this study contributes to the phygital marketing and customer experience literature in the hospitality industry context by empirically testing the relationship between phygital marketing and customer experience and developing a phygital marketing and customer experience framework (PM-CX). This study would be beneficial for market practitioners and hospitality sector managers to elevate customer experiences. [ABSTRACT FROM AUTHOR]

Copyright of Amazonia Investiga is the property of PRIMMATE and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The rapid changes in the global business environment demand quick adaptation to technological and regulatory shifts. Management consulting firms like PT Tetrahiel Profesional Manajemen in Yogyakarta assist businesses in navigating these challenges with services in financial, HR, marketing, and information systems consulting, plus training programs. This internship optimized PT Tetrahiel's online promotion and client database management. Activities included digital marketing training via Instagram and TikTok, developing SOPs for client acquisition and follow-up, and creating a computerized client database using Excel. These initiatives enhanced marketing efficiency, streamlined client acquisition, and organized client information, boosting PT Tetrahiel's operational effectiveness and market presence. [ABSTRACT FROM AUTHOR]

Copyright of Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI) is the property of Dinasti Publisher and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: Within food industry several changes and innovations are affecting the management of the entire supply chain (production, logistics, etc.). As strategy for the survival and competition, digitalization has assumed a crucial role during the pandemic emergence by causing the reconfiguration of traditional chains and business models. Framed in these premises, the research analyses how digital technologies have innovated the sub-chains of bakery products and pasta within food industry with reference to customers' interactions, delivery and marketing during the COVID-19 pandemic emergence. Design/methodology/approach: Moving from a critical literature review about the perspectives of digital technologies within the tradition of food industry, action research has been adopted to analyze in deep a case study of the start-up "ArteBianca Delivery" located in South Italy. Through this method, researchers have been deeply involved within the start-up to face the challenge of transforming the marketing and customer care into digital ones due to the COVID-19 restriction. Findings: Findings provide empirical evidence about the reconfiguration of the traditional business model of a family firm in the food sector into a digital one with the start-up "ArteBianca Delivery". The marketing, delivery, e-commerce and customer care components of the business models have been supported and enhanced through the adoption of digital tools, such as mobile applications and social technologies useful both for users and for a more urgent digitization of company. Practical implications: Implications for practice can be identified into the pattern of digital transformation implemented as well as in the opportunity of replication and contextualization of the results to other companies looking for setting up a digital strategy. Originality/value: Elements of original contribution can be identified into: (1) the exploration of digital transformation in food family firms caused by the pandemic emergence, (2) the contextualization of the digital transformation to the sub-chains of bakery and pasta and (3) the geographical location of the case. [ABSTRACT FROM AUTHOR]

The current marketing landscape faces challenges in content creation and innovation, relying heavily on manually created content and traditional channels like social media and search engines. While effective, these methods often lack the creativity and uniqueness needed to stand out in a competitive market. To address this, we introduce MARK-GEN, a conceptual framework that utilises generative artificial intelligence (AI) models to transform marketing content creation. MARK-GEN provides a comprehensive, structured approach for businesses to employ generative AI in producing marketing materials, representing a new method in digital marketing strategies. We present two case studies within the fashion industry, demonstrating how MARK-GEN can generate compelling marketing content using generative AI technologies. This proposition paper builds on our previous technical developments in virtual try-on models, including image-based, multi-pose, and image-to-video techniques, and is intended for a broad audience, particularly those in business management. [ABSTRACT FROM AUTHOR]

The ever-evolving digital marketing landscape has continuously adapted to technological advancement, consumer behaviour and ecosystem trends. The 21st century marketplace needs traditional marketing practices, and digital platforms to ensure the actualisation of their growth and development in the ecosystem. The study examined how different digital marketing platforms can influence SMEs' operations and performance (Online marketing, and ICT initiatives). The study employed a quantitative design with primary data collection via a questionnaire designed based on 5-Likert's Scale to answer the research questions; if there is a significant relationship between Online Marketing and SMEs' Business Competitiveness, and if ICT initiative has a positive relationship with SMEs' Business Growth. Two (2) hypotheses were formulated and tested using a statistical package for social sciences (SPSS). To ascertain the hypotheses formulated, both descriptive and regression analyses were carried out, and the output clearly showed a significant influence of digital marketing on the performance of SMEs. The result shows a positive impact of online marketing on SME business competitiveness. However, this study concluded that in the technology-driven environment, 21stcentury SMEs will always see the usefulness and relevance of digital marketing because of its role in improving their performance. This study recommends that SMEs incorporate intensive digital platforms and engage in time-to-time updates of their online marketing channels. [ABSTRACT FROM AUTHOR]

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Purpose: This paper aims to present a review of small and medium-sized enterprise (SME) literature on the adoption of technology for marketing with the objective the knowledge trajectory from SMEs to tourism SMEs (TSMEs) and presents a research agenda for the adoption of digital marketing among TSMEs. Design/methodology/approach: The quantitative literature review method is adopted to analyze 50 articles published in high-ranking journals from 2011–2021. The selected papers were reviewed to quantitatively present the popular theoretical frameworks, constructs and research methods used for the adoption of digital marketing among SMEs and to present a future research agenda in the context of TSMEs. Findings: The findings present a review of theoretical approaches, research design, methods, and models used by researchers, and identify new directions for future research in the context of the adoption of digital marketing among TSMEs. The paper presents a theoretical critique of the technology adoption theories and builds on diffusion of innovation theory, technology–organization–environment (TOE), and institutional theory to propose an expanded model to study digital marketing adoption among TSMEs. Research limitations/implications: The article presents a significant advancement in the theoretical understanding of the adoption of digital marketing by offering the application of the TOE framework with moderating role of mimetic and normative pressures. Thus, the study contributes to the scarce research on institutional theory in the context of services (tourism) and offers an alternative and holistic perception to study digital marketing. The research model serves as an organizing tool for future researchers and practitioners to probe and further augment knowledge development in tourism and TSMEs. Originality/value: Negligible published work on TSMEs makes this study valuable and the proposed model gives strategic information in the given context. [ABSTRACT FROM AUTHOR]

Copyright of Oeconomicus is the property of Znanstvena Rijec d.o. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Espacios is the property of Talleres de Impresos Oma and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This research aims to determine the extent to which digital marketing and brand image influence purchasing decisions. Employing a quantitative research method, data was gathered using research instruments and analyzed quantitatively and descriptively. A sample of 48 respondents was selected using the Slovin formula. Data analysis was conducted using the SPSS 25 software, which included validity tests, reliability tests, linearity tests, multicollinearity tests, and multiple linear regression analysis (including t-tests and f-tests). The findings indicate that both Digital Marketing (X1) and Brand Image (X2) have a positive and significant impact on Purchasing Decisions (Y) at the Nissan Indramayu car dealership. The hypothesis testing results for the two independent variables on the dependent variable reveal that digital marketing and brand image collectively influence purchasing decisions by 49.4%. The remaining 50.6% is affected by other factors not included in this regression model or by random variables. [ABSTRACT FROM AUTHOR]

The use of communication techniques in marketing has become a fundamental component of effective marketing policy, representing an element of differentiation from the competition, which leads to obtaining, on the one hand, a competitive advantage, and on the other hand, to the consolidation of a long-term relationship with the consumer, ultimately determining their loyalty, with a notable effect on the financial outcomes of the organization. The selection of appropriate communication tools and channels, tailored to the interests of the targeted consumer segment requires a considerable effort on the part of marketers in the direction of deciphering consumer behaviour, understanding the influencing factors that shape it in the current economic and social climate, in which the use of digital technologies represents the most suitable means of initiating and conveying messages to consumers, as well as from consumers to the organization. The present study aims to emphasize the importance of using digital communication tools on the orientation of the purchase decision towards the products/services of an organization, without excluding, however, the need for an adequate use of traditional marketing communication tools. In the present article, the impact on consumer behaviour is analysed based on research from secondary data sources.

Abstract This study investigate the efficacy of innovative digital marketing strategies in fostering awareness and understanding of the Sustainable Development Goals (SDG) 2030 within Jordanian universities, situated in the evolving landscape of the Middle East's digital transformation. Through a mixed-methods approach encompassing quantitative surveys and qualitative interviews, we assess SDGs 2030 knowledge and digital marketing practices among students, faculty, and administrators. Our findings reveal a moderate level of familiarity with the SDGs among respondents, alongside a unanimous acknowledgment of the significance of achieving these goals and the pivotal role of universities in their promotion. Notably, significant associations are identified between engagement with digital content and active participation in SDGs-related initiatives, underscoring the effectiveness of digital marketing in stimulating sustainability efforts within university communities. Additionally, positive correlations between engagement frequency and the perceived effectiveness of digital marketing highlight the potential for tailored digital strategies to enhance SDGs promotion. Furthermore, our analysis uncovers disparities in SDGs awareness based on respondents' roles at the university, emphasizing the need for targeted approaches in digital marketing. By implementing recommendations to increase digital content engagement, leverage diverse platforms, and tailor campaigns to specific demographics, universities can effectively contribute to SDG 2030 attainment and cultivate a culture of sustainability among stakeholders.

In Jamu Kiringan Tourism Village, Yogyakarta, a community service initiative addressed challenges in the herbal medicine industry, predominantly run by women. These challenges included limited raw material supply, insufficient product innovation, business licensing, halal certification, and digital marketing skills. To tackle these issues, the project employed strategies like providing and planting medical plant seeds to create independence for raw materials for herbal medicine sellers and as an additional herbal tourism attraction, product innovation training, guidance for obtaining halal certification and business permits, and digital marketing training utilizing free platforms such as Canva, Capcut, Klook, and Instagram. These measures aimed to bolster the village's herbal medicine sector, fostering innovation, quality assurance, and digital outreach, ultimately transforming it into a thriving Tourism Village.