Evaluating the Impact of Integrated Digital Marketing on Homestay Success in India : A Study of Uttarakhand

Маркетинг у соціальних мережах: стратегії та інструменти на ринку В2С

Internet marketing or digital marketing, is the fastest growing type of promotion for brands and companies to connect with potential customers. There are as many specializations within digital marketing as there are ways of interacting using digital media. This study evaluates and describes the usage of social media marketing as most common type of digital marketing used for self-promotion of the pharmacy sector in the Republic of North Macedonia. Social media marketing is raising brand awareness by engaging people in discussion online. The most popular platforms for social media marketing are Facebook and Instagram. For the purpose of the analysis, data from social network profiles Facebook and Instagram and from the websites of the 1000 pharmacies is used. This data includes: profile content, frequency of posts of health related articles and products, presence of relevant information and links to sites from which the content is shared, frequency of posting offers and sales at the pharmacy. The conducted research shows that the use of Internet as a digital marketing tool in Republic of North Macedonia is not sufficiently developed, especially when websites are used as a marketing tool for promotion of the pharmacy business and their services. The results show that Facebook as social media is used most frequently for posting health advices, promotion of new products and answering customer’s questions. Promotion of the professional pharmaceutical services is lower than the promotion of products. This leads to insufficient data for the implementation of the principles of evidence-based medicine in daily practice. Keywords: Internet marketing, digital marketing, social media marketing, promotion, pharmacies, Facebook, Instagram, website

This study examined the availability and utilization of digital marketing tools among fresh African catfish marketers in Omambala region of Anambra State, Nigeria. Frequency count, percentage, mean score and multiple regression analysis were used to analyze the data collected from 120 respondents. Social media marketing (84.2%), video/YouTube marketing (79.2%), websites (71.7%) and mobile applications (55.0%) were the digital marketing tools available to them in the study area. Perceived benefits of digital marketing included easy access to unlimited geographical location and information, its less expensive nature, convenient store hours, and increased customer base, sales, and profit. Level of utilization of digital marketing tools amongst the fresh African catfish marketers showed that there were high levels of utilization of social media marketing, video/YouTube marketing, Mobile applications, and websites, with social media marketing being the most utilized. High cost of mobile phones and laptops, inadequate operating capital, poor power supply, computer literacy, huge advertisement and internet subscription cost, limited access to internet, and lack of awareness were the identified constraints to the marketers’ utilization of digital marketing strategies. Age of the marketers had negative effect on their level of utilization of digital marketing tools, while educational qualification, marketing experience and availability of fund had positive effect on the marketer’s level of utilization of digital marketing tools. Fresh African catfish marketing is a source of livelihood in the study area and the marketers utilize some digital marketing tools. Fresh African catfish marketers be given financial support, and more awareness created on other digital marketing tools for increased income and livelihood.

The earthquakes that took place in Kahramanmaraş, Hatay, Gaziantep, Adıyaman, Adana, Malatya, Diyarbakır, Kilis, Osmaniye, Şanlıurfa, and Elazığ on February 6, 2023, at 04:17 and 13:24 Turkish Standard Time, resulted in significant property damage and fatalities. After these earthquake disasters in Türkiye, all government institutions, non-governmental organizations, individuals, and international actors implemented a variety of social responsibility projects to provide aid to the region and mitigate the effects of the earthquake on the lives of the people. Since the COVID-19 pandemic that occurred between 2020 and 2022 accelerated the digital transformation of businesses, the use of social media and digital marketing tools by individuals and institutions has increased significantly. Although Digital Marketing communication tools such as e-commerce web sites, social media marketing, and search engine marketing are primarily marketing and profit-oriented technologies, it has been demonstrated that they can also be used in social responsibility projects due to their widespread use by individuals and businesses and their ability to quickly deliver messages to the masses. Following the development of a conceptual framework for social responsibility and digital marketing communication, examples of the use of Digital Marketing Communication Tools, such as E-Commerce Web Sites (Topraktan Tabağa, Umut Hareketi), Social Media Platforms (Instagram, Twitter, Youtube), Search Engine Advertisement (Google Ads), and Social Media Advertisement (Facebook), in Türkiye's post-earthquake social responsibility projects are examined in this study. Based on these examples, suggestions for influencers, institutions, and content managers regarding the use of marketing communication tools in social responsibility projects are shared, and recommendations for future research are provided.

Social media marketing employs channels like Twitter, Facebook, Instagram, and YouTube for purposes such as advertising, customer interaction, sales, and fostering connections with the target audience. A notable gap in prior research within the Scopus database prompted this investigation, employing a bibliometric analysis focused on “(social media marketing OR social media strategy OR social media management OR social media platforms OR social media trends or social media contest OR social media analytics).” Adhering to the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework, we scrutinized relevant articles on Scopus from 2013 to November 2023, revealing insights from 1,198 articles. The review findings demonstrate that the number of articles devoted to the study of social media and social media marketing has increased exponentially in recent years. More importantly, the research identifies some of the most influential studies in this area. The paper discusses trends and highlights the challenges related to social media platforms and marketing. To the authors’ knowledge, this represents the first study to review the literature from leading journals on social media platforms in marketing using bibliometric techniques. Furthermore, lays the foundation for future research, guiding scholars to less-explored areas and fostering potential collaborations, thereby enhancing the depth of understanding in this domain.

In today's competitive market, promoting goods and services online is crucial to most companies' business strategies. Therefore, it's essential to understand and systematise digital marketing tools' principles, advantages, and disadvantages to optimize marketing strategies effectively. These tools allow businesses to adapt to market changes quickly, ensuring efficient use of the advertising budget and high returns on investment. Additionally, Internet marketing enables the creation of personalised approaches to customer interaction, boosting their loyalty and satisfaction. Internet marketing, or digital or online marketing, includes all activities promoting goods and services via the Internet. It involves using various online channels and platforms to interact with the target audience to increase brand awareness, sales, and customer loyalty. This article examines the unique aspects of using digital marketing tools and how to optimise their application. By analysing the theoretical and practical principles of modern digital marketing tools, the study categorises the benefits and drawbacks of various digital marketing techniques. The paper analysed the dynamic growth of Internet users worldwide and in Ukraine. The growth in Internet users is driving the development of digital marketing in Ukraine. Brands are actively implementing modern marketing technologies, such as SEO, SMM, content marketing, contextual advertising and email marketing, to reach their audience. The primary tools examined include Search engine optimisation (SEO), Content marketing, Social media marketing (SMM), Contextual advertising (PPC), Email marketing, Video marketing, Mobile marketing, and Influencer marketing. The authors stress the importance of using artificial intelligence to personalise marketing campaigns' target audiences. Automation allows companies to plan and execute marketing campaigns in advance, ensuring efficient management of time and resources, particularly for large companies with extensive marketing networks. The authors concluded that modern marketing technologies based on artificial intelligence and automation are the key to successful online brand promotion, ensuring the competitiveness and efficiency of businesses in the face of constant change.

This research assessed the effect of digital marketing tools on sales performance at ShopRite Shopping Mall Akure, Ondo State. The study adopted a quantitative research methodology while employing a questionnaire to collect data and analyzed using descriptive and inferential statistics of T-test and Chi-square. The result showed that email and social media marketing are the most used digital marketing tools adopted by ShopRite Mall, Akure Ondo State. The result also showed that the mall prefers digital marketing to traditional marketing due to easy measurement of results, high accessibility, cheaper use, comprehensive coverage, and high customer engagement. Also, the result from the T-test analysis revealed that digital marketing is significantly high with (T – 39.912) in customer base creation of larger market share, (T – 38.171), a daily increase of sales (T – 23.441), reduction in advertisement cost and increase in profitability (T – 31.926), and increment in online presence & increase in sales (T – 43.719). The Chi-Square analysis showed that digital marketing tools of email marketing (P = O.040) and social media marketing (P = 0.012) have a significant effect on sales performance. The main challenges for digital market adoption include high competition and a high basis for fraud. The study concludes that digital marketing significantly affects sales performance and recommends stable internet service for optimal performance.

In the era of e-commerce, digital marketing has become a potent instrument for shaping customer behaviour. This study investigates the impact of various digital marketing tools on the online consumer buying behaviour of women working in the Information Technology (IT) sector. With the growing reliance on digital platforms for both marketing and purchasing, understanding how specific digital strategies influence this tech-savvy demographic is crucial. The study focused on four key digital marketing elements: Social Media Advertising, Influencer Promotions, Email Marketing, and Google Ads, examining their predictive power on consumer buying behaviour through a quantitative research approach using multiple regression analysis. The findings reveal that Social Media Advertising is the most influential factor, followed by Influencer Promotions and Email Marketing, all of which significantly affect consumer behaviour. In contrast, Google Ads did not show a statistically significant impact, indicating that paid search-based advertising may be less effective among women IT employees. The overall regression model explained 61.2% of the variance in consumer buying behaviour (R² = 0.612), with the F-statistic being statistically significant (p < 0.001). These results suggest that personalized, interactive, and trust-based digital marketing approaches are more effective in engaging this demographic. The study provides valuable insights for marketers aiming to design targeted strategies for professional women in the digital space, highlighting the growing importance of social media engagement and influencer trust in shaping purchase decisions.

The construction industry has not been an early adopter of social media and digital marketing, due largely to lack of knowledge of and skills in these areas. Nevertheless, effectively deployed, digital and social media marketing can be a disruptive force allowing smaller residential construction companies to build brand awareness and win business from larger competitors. This study uses a qualitative approach - interviews with residential construction small to medium enterprises (SMEs) and adjacent industry actors - to obtain data addressing the key questions of the residential construction sector SMES' digital marketing attitudes and capabilities; whether digital and social media marketing is as or more effective than traditional marketing strategies; and the challenges facing SMEs in making effective use of digital marketing strategies. The findings confirm widespread recognition of the value of digital marketing strategies among SMEs but reveal that uptake and effective use of digital marketing is undermined by deficiencies in external environment analysis and a lack of the investment and training needed to plan, monitor and maintain effective and up-to-date marketing mixes, strategies and objectives. Based on the findings, recommendations are offered for improving residential construction SMEs’ uptake and effective use of digital and social media marketing.

This research addresses the high coffee consumption in Indonesia and intense competition in the coffee industry in Bandar Lampung. Despite significant potential in digital marketing, only 8% of Micro, Small, and Medium Enterprises (UMKM) practitioners utilize it. Therefore, the community service activity from the University of Lampung aims to support coffee UMKM in Bandar Lampung in adopting digital marketing strategies to enhance sales and compete in the Society 5.0 era. The activity method focuses on sharing knowledge and socializing digital marketing. The situational analysis phase involves on-site visits to understand the business processes. Socialization and discussions present content on business trends, digital marketing, and social media strategies. Follow-up includes encouraging the creation of additional social media accounts and optimizing online presence. Monitoring and evaluation are conducted to measure understanding and implementation of digital marketing practices, as well as monitor sales growth through social media. On December 10, 2023, Community Service Activity was held in Mandala Wahyu Coffe Shop, involving five participants and three stages: discussion, digital branding and marketing training, and evaluation. This training aims to enhance the online presence and global competitiveness of the cafe. It is expected that the applied digital marketing strategy will make operations more efficient, promote the company effectively, and increase customer engagement. The result of this community service activity is encouregement to increase sales and develop the business of UMKM Mandala Wahyu Coffee Shop trough optimizing digital marketing in social media. The method involves situational analysis, socialization, follow-up, and monitoring. The promotion mix strategy is expected to be effective in making operational activities and digital marketing more efficient. With the new digital strategy, UMKM can save time and be more effective in promotions. Penelitian ini membahas tingginya konsumsi kopi di Indonesia dan persaingan ketat industri kopi di Bandar Lampung. Meskipun potensi digital marketing besar, hanya 8% pelaku UMKM yang menggunakannya. Oleh karena itu, kegiatan pengabdian masyarakat dari Universitas Lampung bertujuan mendukung UMKM kopi di Bandar Lampung mengadopsi strategi pemasaran digital untuk meningkatkan penjualan dan bersaing di era Society 5.0. Metode kegiatan fokus pada sharing knowledge dan sosialisasi pemasaran digital. Tahap analisis situasi melibatkan kunjungan ke lokasi untuk memahami proses bisnis. Sosialisasi dan diskusi dilakukan dengan menyajikan konten tentang tren bisnis, pemasaran digital, dan strategi media sosial. Tindak lanjut mencakup anjuran untuk membuat akun media sosial tambahan dan mengoptimalkan keberadaan online. Monitoring dan evaluasi dilakukan untuk mengukur pemahaman dan penerapan praktik pemasaran digital serta memantau peningkatan penjualan melalui media sosial. Pada 10 Desember 2023 diadakan Kegiatan Pengabdian Masyarakat yang berlokasi di Mandala Wahyu Coffee Shop, melibatkan lima peserta dan tiga tahap, yakni diskusi, pelatihan digital branding dan marketing, serta evaluasi. Pelatihan ini bertujuan meningkatkan keberadaan online dan daya saing global coffee shop tersebut. Diharapkan strategi digital marketing yang diterapkan akan membuat operasional lebih efisien, mempromosikan perusahaan secara efektif, dan meningkatkan keterlibatan pelanggan. Hasil dari kegiatan pengabdian masyarakat ini adalah dilakukan upaya peningkatan penjualan dan pengembangan bisnis UMKM Mandala Wahyu Coffee Shop melalui optimalisasi digital marketing melalui media sosial. Metode melibatkan analisis situasi, sosialisasi, tindak lanjut, dan monitoring. Strategi promotion mix diharapkan efektif dalam membuat aktivitas operasional dan pemasaran digital lebih efisien. Dengan strategi digital baru, UMKM dapat menghemat waktu dan lebih efektif dalam promosi.

Abstract: This study explores the effectiveness of digital marketing strategies in emerging markets, focusing on social media and influencer marketing. A comparative analysis of five emerging markets (India, Brazil, South Africa, China, and Indonesia) reveals significant differences in consumer behavior, digital infrastructure, and marketing preferences. The findings suggest that social media marketing is more effective in emerging markets with high digital penetration, while influencer marketing is more suitable for markets with lower digital infrastructure. The study provides valuable insights for businesses seeking to expand their digital marketing efforts in emerging markets.This study undertakes a comparative analysis of social media and influencer marketing effectiveness in emerging markets. Surveying 1,000 consumers and interviewing 50 marketing professionals across five emerging markets (India, Brazil, South Africa, China, and Indonesia), this research examines the impact of digital infrastructure, consumer behavior, and cultural factors on marketing outcomes. The findings reveal that social media marketing outperforms influencer marketing in emerging markets with high digital penetration, whereas influencer marketing is more effective in markets with lower digital infrastructure. The study provides novel insights into the optimal allocation of marketing resources in emerging markets and informs businesses on how to tailor their digital marketing strategies to distinct emerging market contexts. Keywords: Social media marketing, Influencer marketing, Emerging markets, Digital marketing, Consumer behaviour. Cultural factors, Digital infrastructure

PurposeDespite its potential as a new source of competitive advantage, the performance implications of social media (SM) marketing (SMM) are not well understood. This study aims to investigate how and when SMM matters to firm performance, analysing the mediating role of product innovation (PI) and moderating the role of marketing innovation (MI) in business to business (B2B) small- and medium-sized enterprises (SMEs).Design/methodology/approachThis paper used structural equation modelling analysis in STATA, using the Australian bureau of statistics data set of 4,956 SMEs which operate in the B2B environment.FindingsThe results reveal differential moderating effects of MI on the direct SMM–performance relationship. MI positively moderates internal SMM and SM use for promotion and branding on firm performance. MI also negatively moderates SM use for customer communication on firm performance, underscoring SMM constituting a double-edged sword. The indirect effects of internal SM use and SM use for promotion and branding, and customer involvement in new product development on performance via PI are significant when MI is absent.Practical implicationsHence, B2B SMEs benefit from PI and existing SMM but do not benefit from dual PI and new MI.Originality/valueBy disaggregating SMM and explicating the mediating mechanism and moderating effects of MI, this study reveals how and under what conditions SMM matters to firm performance in B2B SMEs.

Abstract- This research identifies the effect of digital marketing on consumer purchasing behaviour by taking a comparison of online and offline shoppers in a metropolitan setup. Based on a structured questionnaire that has been administered to 60 participants (30 online and 30 offline shoppers), the study evaluates the effect of different digital marketing tools such as social media advertising, endorsements by influencers, and targeted promotions on the purchasing behavior. The results indicate that online buyers are more engaged with digital channel and trust more in digital marketing messages, being strongly dependent on customer reviews and personalized content, whilst offline buyers depict a hybrid behaviour, combining online research with offline experiences in stores, and being relatively more sceptical about digital advertising. The paper identifies the rising significance of an omnichannel marketing approach that appeals to the unique preferences and interests of both groups of consumers. The implications of these insights are valuable to marketers who aim at getting the best with regard to resource placement, consumer interactions, and better purchase results in the context of a more digitalized retailing world. Keywords- Digital Marketing, Consumer Buying Behavior, Online Shoppers, Offline Shoppers, Social Media Advertising, Purchase Decision, Omnichannel Marketing

At the present stage, digitalization has spread to all areas of business, which requires marketers to reorient to new global trends in the use of digital tools in their activities. One of the factors of global digitalization is the growth of Internet service users. Connecting billions of people around the world, the Internet is a staple of the modern information society. The article examines global trends in the use of digital marketing tools in business. The information base of the research was the scientific works and results of research in the field of digital marketing of the German company Statista, which specializes in the analysis of market and consumer data. The author substantiates the important role of enterprises in the use of digital technologies and tools to achieve marketing goals in the globalization of the economy. The results of the study revealed the most popular digital marketing tools, which, according to marketers, are the most effective for: content marketing, marketing automation, big data and artificial intelligence technology, machine learning and social media marketing. Most attention is focused on the analysis of the United States, China and Europe as the world’s largest digital marketing markets. Emphasis is placed on the further growth of the global market for social media marketing, including Facebook, YouTube and Instagram. It was found that the most dynamic direction in the development of digital marketing is the growing popularity of mobile applications. Mobile marketing as a form of digital marketing has emerged relatively recently, but there is a tendency of increasing the number of mobile phone users, as well as the growing of those who want to take advantage of mobile benefits. Research has confirmed that the spread of the COVID-19 pandemic is an important factor in the growing popularity of mobile digital marketing and the increasing of effectiveness of digital marketing tools. The key advantages for companies of active growth of the mobile marketing market in the world are highlighted. This will help companies to choose the most effective digital marketing tools to promote their business, as well as to adapt their marketing strategies of trends in global digitalization.

Social networks, and social media as the tools, are everywhere in the marketer’s world today. Their growing importance was quickly acknowledged and they were casted one of the top research priorities by the trustees of the Marketing Science Institute (MSI) in 2006. Brands, and in particular luxury brands with their high brand equity, ought to have a clear understanding of what social media could do for them, and develop a clear strategy of how they could enhance customers’ experience and perceptions of their brands. Social media are highly related with the concept of Web 2.0, which go back to O’Reilly (2005) who realized that the companies that had survived the dot-com bubble in 2001 seemed to have something in common. These shared principles and practices are the modern second era of the web that can be described as Web 2.0. Beyond the social classification of content by tagging (folksonomy), Web 2.0 pages allow and encourage the creation of user-generated content. This includes creating and sha...