Digital Marketing Adoption Research Articles

IMPACT OF DIGITAL MARKETING ADOPTION ON ORGANIZATION PERFORMANCE AND CORPORATE REPUTATION: ROLE OF OPEN INNOVATION CLIMATE IN IT ENABLED SECTOR IN DELHI NCR

The current study's goal is to find out how open innovation environments in businesses affect the adoption of digital marketing, which is a requirement for improving business reputation and organizational performance. According to a recent report by The Economist Group titled "The Open Innovation Barometer," more than 90% of organizations have either adopted or intend to implement open innovation practices in the next three years, including allowing cross-organizational collaboration on innovation. This is the reason a more thorough understanding of the situation is required. Companies can evaluate their prospects for growth by knowing how performance and brand image are impacted by open innovation and digital marketing efficacy. The study sets the stage for an empirical investigation of the suggested relationships by putting forth a theoretical framework. This investigation can yield further insightful information that can guide strategic decision-making and create an atmosphere that is more favorable for open innovation practices within the designated organizational context.

Sequential Explanatory Approach: Digital Marketing Implementation Acceleration Programme that Supports the Marketing Performance of Msme Actors

Abstract Subject and purpose of work Because there was a reduced market for their products as a result of the COVID-19 pandemic, several micro, small & medium-sized enterprise (MSME) actors went out of business. One way to boost marketing performance is through digital marketing. The goal of this study is to create a strategy that will hasten the adoption of digital marketing for MSMEs. This study was focused on the Association of Retired Workers and Families (Pertakina), an SME of Blitar Regency, which has various kinds of businesses producing very varied and creative products, including food, drinks, services, and handicrafts. Materials and methods This study used mixed methods with a sequential explanatory design, which combined quantitative research methods in the first stage, followed by sequential qualitative research. Using a straightforward random sampling technique, 72 MSME actors who have used digital marketing were chosen as samples. Quantitative data samples are MSME actors who have used digital marketing to market their products. An initial sample of qualitative data sources was selected purposively, using the chairman of Pertakina Blitar and Pertakina MSMEs as the key informant. Subsequent informants were then selected by snowball sampling based on the information given by the key informant; they were Pertakina MSME actors who have not done digital marketing. The researchers consider the sample to be saturated (data saturation) with as many as 18 respondents. The information was gathered through literature reviews, surveys, interviews, observations, and documentation. Results The results show that digital marketing has a significant effect on marketing performance. The barriers to implementing digital marketing are lack of qualified human resources, infrastructure needs, internet networks, and the ability to produce content. Additionally, the acceleration programme was created based on the barriers in implementing digital marketing identified in this study to enhance the marketing effectiveness of MSME players. Conclusions It is suggested that Pertakina conduct training by a competent trainer in the field of digital marketing technology to improve the MSMEs actors’ abilities. Furthermore, this can be done in collaboration with the government and universities.

The Relationship between the Technology- Organization- Environment (TOE) Framework and Start-up’s Performance: The Mediating Role of Digital Marketing Adoption

The Relationship between the Technology- Organization- Environment (TOE) Framework and Start-up’s Performance: The Mediating Role of Digital Marketing Adoption

Relationship between Firm Readiness and the Adoption of Digitalized Marketing Operations Tactics by Chain Supermarkets in Kenya

Purpose: Digitalized marketing operations has transformed the retail sectors by providing access to instantaneous, inexpensive contact among sellers, buyers, investors and advertisers anywhere in the world. This has made traditional marketing and sales strategies less effective in today's markets. However, a digital divide exists between consumers and retailers with many retailers failing to leverage the potential of or meet the digital expectations of their customers. This gap between consumers' expectations and retail offerings puts at risk more than just shopping revenue that physical store could have earned online. It also poses a serious threat to overall revenue and challenges how they respond to and anticipate customers' shopping habits in-store. There are different drivers of adopting digitalized marketing operations tactics, including firm size, firm readiness, perceived benefits, perceived barriers, customer pressure and competitive pressure. This study addressed the relationship between firm readiness and the adoption of digitalized marketing operations tactics by chain supermarkets in Kenya.
 Methodology: The research study considered the positivism research philosophy and adopted a descriptive research design. The study's target population was 180 retail chain supermarket stores in Kenya and all the 180 retail chain supermarkets were included in the sample. The research instrument of the study was a semi-structured questionnaire administered to all the 180 chief operations managers by use of google surveys and/or drop and pick method. The quantitative information was analyzed by the help of SPSS program (v.25.0) and Excel. The findings were presented as averages, standard deviations, counts and percentages using tables.
 Findings: The findings revealed that firm readiness which include technology sufficiency, technology compatibility, human capacity to absorb new technology and top management support (β=0.295, p=0.000) have a positive and significant relationship with the adoption of digitalized marketing operations tactics by chain supermarkets in Kenya. This implies that improvement in 1 unit of the aspects related to firm readiness improves the adoption of digitalized marketing operations tactics by chain supermarkets in Kenya by 0.295 units.
 Unique Contribution to Theory, Practice and Policy: The study bridges the gap between theoretical constructs of digital marketing adoption and their practical application within the chain supermarkets in Kenya, offering valuable perspectives that will drive the sector’s growth and competitiveness in the digital age.

Digital Marketing Training to Provide Economic Recovery Opportunities for the Community of Jatiwates Jombang East Java

Purpose: This study addresses the shift from conventional to Digital Marketing strategies in Jatiwates village, Jombang, East Java, in response to pandemic-induced marketing challenges. The research explores the impact of Digital Marketing training on local agricultural promotion, emphasizing its practical significance and economic sustainability.
 Method: Employing qualitative methods, this research investigates the efficacy of Digital Marketing training through direct engagement, observations, and interviews. Thematic analysis reveals insights into the transition's outcomes and practical implications.
 Practical Applications: The study highlights how Digital Marketing adoption benefits rural communities reliant on agriculture, enhancing market reach and cost-effectiveness. The findings underscore its potential for similar sectors and geographies, aiding pandemic resilience and sustainable development.
 Conclusion: The research shows that Digital Marketing training empowers communities like Jatiwates, enabling adaptation to dynamic conditions and improved economic prospects. Embracing digital strategies becomes pivotal for rural development, contributing to practical insights into Digital Marketing's contextual relevance and fostering resilience.

How LinkedIn can boost SMEs’ Digital Marketing Strategies on International Markets: A Case Study of an Apulian Tech-Intensive company

The use of digital marketing tools, especially social media, could support small and medium-sized enterprises (SMEs) achieving a sustainable competitive advantage. Business-to-business (B2B) SMEs have discovered the potential of social media in identifying new business opportunities and building quality business contacts especially in international settings. LinkedIn, in particular, seems to be a valuable tool for lead generation and networking, thanks to knowledge and insights coming from structured and unstructured data. Despite the growing interest in adopting LinkedIn for marketing purposes, a significant gap persists in terms of the benefits coming from the adoption of digital marketing within B2B firms and SMEs. To address this gap, this study aims to examine how a social network can support a SME’s internationalisation process in technology-intensive niche sectors. The study adopts an exploratory method based on a case study of an Apulian company operating in the field of aerospace, which provides services to vertical markets. The study employs the action research methodology, using structured interviews and direct observation for data collection, and an inductive and iterative approach for data analysis. Findings demonstrate that an effective strategy utilising LinkedIn can be a game-changer for high-tech SMEs. This strategy sees the implementation of a data-driven approach that relies on the analysis of data and knowledge from buyer personas to predict their expectations, which are crucial for identifying the ideal target audience. The proposed roadmap composed by several maturity steps to lead the company in the process of potential customer identification, lead generation till customer engagement, provides a useful guideline for company managers involved into a structured and standardised innovative digital marketing strategy. Indeed, by integrating the various digital tools and strategic communication on LinkedIn, SMEs have the opportunity to create a data-driven marketing strategy that can lead them to internationalisation and finally to company growth.

Digital marketing adoption by small travel agencies: a comprehensive PLS-SEM model using reflective and higher-order formative constructs

PurposeThis study examines the vital factors that influence digital marketing adoption among small travel agencies (brick-and-mortar) and the impact of digital marketing adoption on organizational performance modeled as a formative-formative HOC.Design/methodology/approachThis empirical study builds on diffusion of innovation (DOI) theory and technology-organization-environment (TOE) framework to identify the factors of digital marketing adoption by small travel agencies. Data were collected from 226 small travel agents in India using purposive and snowball sampling. Partial least square-structural equation modelling (PLS-SEM) is used to analyze the reflectively and formatively measured constructs.FindingsThe findings reveal significant constructs of digital marketing adoption by small travel agencies. The study also establishes the positive impact of digital marketing adoption on organizational performance. Trust partially mediates the impact of technological factors (relative advantage, security concerns) and organizational factor (knowledge) on digital marketing adoption.Research limitations/implicationsThe study provides methodological contribution to the literature by applying confirmatory composite analysis (CCA) approach in PLS-SEM. The study contributes to the literature by integrating DOI theory and TOE framework. The study enriches the literature on trust as it recognizes the crucial role of trust as a mediating construct.Practical implicationsThe study provides useful implications to marketing practitioners of small travel agencies. The study shows strong predictive capacity and can be generalized throughout diverse samples.Originality/valueThe study adds value to the literature as it explores the digital marketing adoption among the under researched small travel agencies by integrating DOI-TOE theory. The study uniquely proposes and validates organizational performance as a formative-formative higher-order construct.

Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises

Background: A substantial portion of the world’s population owns and utilizes computers and mobile devices, contributing to the rapid expansion of digital advertising. Marketers swiftly recognized the communicative benefits of social media platforms like Facebook, YouTube, Twitter, Instagram, Snapchat, Pinterest, and LinkedIn. Considering the importance of social media platforms and digital modes of marketing, it is considered especially significant for small firms to integrate these platforms into their business strategies in order to improve performance. Methods: Based on this aim, this study collected data from 363 owners/managers of SMEs in Pakistan. Structural equation modeling is used to check the hypothesized model of the study. Results: The results show that compatibility, owner/manager support, employee IT skills, financial cost, government policies, and social influence significantly affect adoption of digital marketing by SMEs in Pakistan. Conclusions: Furthermore, digital marketing also positively affects SME performance. This paper discusses the study’s findings as well as managerial and academic implications, including its limitations and future research avenues.

COVID-19 and the adoption of digital marketing by micro and small enterprises in Nigeria

This study aims to analyze digital marketing adoption among micro and small enterprises (MSEs) operating in Lagos State, Nigeria. This state was chosen because it was the worst hit by the COVID-19 pandemic regarding the reported number of infections and it has a large concentration of MSEs. There is no doubt that the COVID-19 pandemic brought changes to how businesses operate. It succeeded in pushing business owners into adopting new business strategies, all in the bid to adapt to the reality of the pandemic and the associated changes. The cross-sectional survey design was adopted; data were collected through an online survey of 240 MSEs operating in Lagos State. The results show no substantial increase in digital marketing adoption during the pandemic relative to the pre-pandemic era. The findings, however, reveal that digital marketing use differed significantly according to sector and size before and during the pandemic. No changes were found in digital marketing adoption in the information technology and finance sectors, while a decline in digital marketing adoption was reported in the hospitality sector. On the other hand, there was a rise in the use of digital marketing during the pandemic in the agriculture and manufacturing sectors. These findings provide an empirical managerial perspective establishing the link between reality and theoretical business underpinnings.

4th Industry Revolution Digital Marketing Adoption Challenges in SMEs and its Effect on Customer Responsiveness

4th industrial revolution of cyber-physical technologies (4IR) intersecting digital technologies and entrepreneurship serves as an external stimulus in fostering a new method of venture creation transforming customers’ purchasing and consuming behavior. Large corporations are leading in leveraging on 4IR digital marketing for their marketing strategy but SMEs are lacking behind. This study explores the conundrum using an exploratory sequential mixed method. Semi-structured interviews were carried out on a sample selected using non-probability purposive sampling and determined through attaining thematic saturation of discursive patterns. Scale development for quantitative instruments performed using SPSS statistical software. A quantitative study was carried out on a sample size of 153 SME respondents. Analysis was undertaken by paired-sample T-test. Kuskal-Wallis H test and Spearman’s rho correlation test due to the nonparametric nature of data distribution. The outcome reveals that although SMEs are increasingly reliant on DM for their marketing strategy, most of these SMEs are only willing to invest in building low-level DM capability citing a lack of financial budget, inadequate technology infrastructure to support such setup, cyber security issues and lack of DM knowledge. Financial budget and technology infrastructure are considered the most critical concerns by SMEs with low and moderate DM adoption. However, these concerns are less pronounced in SMEs with high DM adoption. Finally, the weak but significant correlation between SMEs’ DM adoption and customer responsiveness infers the significant role of 4IR technology as an enabler of digital marketing strategy that also depends on other critical contributing factors such as price and quality

Youth Adoption of Innovative Digital Marketing and Cross-Cultural Disparities

This paper aims to explore Youth’s attitudes towards digital marketing utility perception and its effect on behavioral patterns in a cross-cultural perspective. The unified theory of acceptance and use of technology (UTAUT 2) model was adopted together with three new variables from the reasoned action theory and the 5S Internet marketing model to propose a theoretical model on Youth’s digital marketing adoption. A survey was conducted in Italy (N = 165) and Lebanon (N = 150), and PLS analysis was implemented for the empirical testing of the proposed research model. In the Italian sample, Hedonic motivation, social influence, facilitating conditions, and efficiency significantly predicted the behavioral intention of digital marketing which, in turn, was significantly related to use behavior. Subsequently, in the Lebanese sample, the subjective norms of hedonic motivation, social influence, experience and habit predicted behavioral intention, which was positively related with use behavior. The results led to the conclusion that national cultures still play an important role in affecting digital marketing adoption among younger generations, especially in less industrialized and technologically developed countries. Therefore, companies should keep this aspect in mind when innovating and developing digital marketing strategies targeting this generation.

Digital marketing adoption of microenterprises in a technology acceptance approach

Abstract External knowledge sources such as professional social media accounts represent an understudied domain in the digital media adoption literature of small enterprises. This article extends the Technology Acceptance Model with two additional factors – external knowledge source and trust in digital marketing professionals – to better understand the digital marketing adoption of microenterprises. We collected and analyzed data from 181 microenterprises using online survey and structural equation modeling methodology. Results indicate that participation in events and following professional Facebook groups are positively related to perceived ease of use, while following professional Facebook groups, blogs, and vlogs, and meeting consultants are positively related to perceived usefulness. Besides, trust in marketing professionals has a significant effect on both perceived ease of use and perceived usefulness. By applying the technology-in-practice literature to digital marketing adoption, the article highlights that marketing professionals can be a bridge between academia and small business managers by contextualizing and translating formal knowledge to practical easy-to-understand knowledge.

How market pressures and organizational readiness drive digital marketing adoption strategies' evolution in small and medium enterprises

In the digital economy, effectively adopting public platforms for digital marketing has become an important source of competitive advantage for small and medium-sized enterprises (SMEs). However, significant gaps exist in the literature regarding the adoption process' dynamics and strategies' evolution. This in-depth longitudinal embedded case study investigated how market pressures and organizational readiness drive the evolution of strategies pertaining to adopting public platforms for digital marketing. The analysis was structured according to the fundamental logic of the pressure → response → effect path, and an adoption process model was developed. Remarkably, the adoption strategy followed the validation → cloning → foresight path, indicating a stepped iteration. Market pressure and organizational readiness serve as boosters and enablers to drive the process together. The digital technology trajectory left behind revealed a mortise-and-tenon structural characteristic. These insights add to the micro-content of adoption dynamics in the digital context and expand the literature on the technology–organization–environment (TOE) framework's antecedents. Moreover, they provide practical advice on agile adoption for SMEs, emphasizing the adoption of related technologies based on existing technology functions to explore business opportunities faster than competitors.

"DIGITAL MARKETING ADOPTION FACTORS IN ALGERIAN SMALL AND MEDIUM ENTERPRISES: A TAM APPROACH"

The aim of this research work is to identify the determinants that influence the adoption of digital marketing in SMEs in Algeria. To achieve this aim and to test the conceptual model proposed in this research work which summarizes the relationships between all the variables, a quantitative approach was adopted. In order to test the research hypotheses, the researcher has adopted structural equation modeling with PLS approach. The results obtained indicate that accessibility indirectly influences the use of digital marketing through the two factors the perceived usefulness and the perceived ease of use. Besides, the cost of access and the saving time influence the use through the perceived usefulness factor; and subjective norms as a significant determinant influencing perceived ease of use. In contrast, the results of this study support technology acceptance theory (TAM) to explain the willingness to adopt digital marketing in SMEs.

Performance of Startups through Digital Marketing

Purpose: Adoption of self-employment among the youth has introduced a sense of responsibility to stand on the own feet to earn the daily bread for every families. People have come forward to start their own businesses to earn daily income due to which employment opportunities have generated. This study focuses on the granular level study of how startups emerge, causes for the startups to adopt digital marketing to reach a wider section of the society by analysing the past and present thus forecasting the upcoming future. The study involves ABCD analysis as well to dive in depth of various Advantages, Benefits, Challenges and Demerits of digital marketing adoption by startups. Approach: The present study of startups involved with digital marketing to fight against various constraints that challenge them, the semi-systematic study is conducted analysing different secondary sources such as articles, journals and publications on ResearchGate Publication, Google Scholar publication, Srinivas Journal Publication, SSRN, so on to have a macro-view of the present situation. Result: Digital marketing is a motivating factor for people to start their own businesses. There is a larger scope in the current times for still many more people to start their businesses to become entrepreneurs. Just like children aim to become doctors, engineers, pilots and Government officers, in a similar way, people aim of becoming entrepreneurs. Thus, there is a wide scope for institutions to come up with different courses, educational subjects that educate students with different fields, aspects, and subjects of marketing with startups. Practical Implications: The study of performance of startups through digital marketing is a source of base to conduct further analysis for students, researchers, educators, teachers and readers to further conduct similar or other new study on startups and digital marketing topics. This case study holds a complete in-depth understanding of reasons that motivate businessmen to survive in the market in this challenging era. Originality: Based on secondary research, the study has been conducted by referring to various articles, case studies and publications that have been already published with thorough research. Author finds that the referred articles themselves are published after studying different articles by their respective authors after which they have been published. Studying the published articles and case studies acts as a pillar of support for the case study of startups performance through digital marketing. Paper type: Case Study Purpose: Adoption of self-employment among the youth has introduced a sense of responsibility to stand on the own feet to earn the daily bread for every families. People have come forward to start their own businesses to earn daily income due to which employment opportunities have generated. This study focuses on the granular level study of how startups emerge, causes for the startups to adopt digital marketing to reach a wider section of the society by analysing the past and present thus forecasting the upcoming future. The study involves ABCD analysis as well to dive in depth of various Advantages, Benefits, Challenges and Demerits of digital marketing adoption by startups. Approach: The present study of startups involved with digital marketing to fight against various constraints that challenge them, the semi-systematic study is conducted analysing different secondary sources such as articles, journals and publications on ResearchGate Publication, Google Scholar publication, Srinivas Journal Publication, SSRN, so on to have a macro-view of the present situation. Result: Digital marketing is a motivating factor for people to start their own businesses. There is a larger scope in the current times for still many more people to start their businesses to become entrepreneurs. Just like children aim to become doctors, engineers, pilots and Government officers, in a similar way, people aim of becoming entrepreneurs. Thus, there is a wide scope for institutions to come up with different courses, educational subjects that educate students with different fields, aspects, and subjects of marketing with startups. Practical Implications: The study of performance of startups through digital marketing is a source of base to conduct further analysis for students, researchers, educators, teachers and readers to further conduct similar or other new study on startups and digital marketing topics. This case study holds a complete in-depth understanding of reasons that motivate businessmen to survive in the market in this challenging era. Originality: Based on secondary research, the study has been conducted by referring to various articles, case studies and publications that have been already published with thorough research. Author finds that the referred articles themselves are published after studying different articles by their respective authors after which they have been published. Studying the published articles and case studies acts as a pillar of support for the case study of startups performance through digital marketing. Paper type: Case Study

Analysis of the Adoption of Digital Marketing in MSMEs in the Era of the Covid-19 Pandemic

Micro, Small and Medium Enterprises (MSMEs) are the most numerous forms of business in Indonesia. This creates high competition among business actors. The conditions of Covid-19 pandemic are increasing the business competition with restriction on community activities including restriction towards business activites set by the government. Many business fields such as food, beverage, and creative industries are affected by this circumstance. MSME actors are trying to survive the business in the midst of a pandemic. Digital marketing is a form of marketing effort by MSMEs so that they can still operate their business. The role of digital marketing is not only to market produts, but also as a means of communicating with customers, disseminating information, and providing convenience for transactions. The purpose of this research is to analyze digital marketing adoption by MSMEs in the era of Covid-19 pandemin in Indonesia. The approach applied in this research is the Technology Organization Environment (TOE) model with quantitative research method. The total of 244 MSMEs are the respondents in this research. The results of this study show that the context of technology, organization and environment has a positive effect on digital marketing adoption by MSMEs in the era of the Covid-19 pandemic.

The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana

Online presence is fast becoming a marketing hub for contemporary businesses. Often known as digital marketing, the phenomenon offers several opportunities to businesses. Small and medium enterprises (SMEs) are using their online presence to launch stern competitive promotions and interact with consumers. Against the backdrop of the stern competition, digital marketing is being utilized to drive sustainable strategies for SMEs. This study leverages the theory of planned behavior to explore the impact of digital marketing adoption on the sustainable growth of SMEs in Ghana. Using a structured questionnaire and SmartPLS version 3.3 for the data analysis, 533 owners/managers of SMEs in Ghana were drawn to administer the questionnaire. Our findings suggest that, while attitudes toward digital marketing did not influence the intention to use digital marketing, perceived behavior control and subjective norms were found to affect individuals’ intentions to use digital marketing. Additionally, the results proved a direct positive link between subjective norms and actual behavioral use of digital marketing. Finally, the relationship between the actual use of digital marketing and SMEs’ sustainable growth was also proven positive, affirming that digital marketing significantly improved the sustainable growth of SMEs in developing countries. This study contributes to the multiplicity of factors that influence the behavioral tendencies of managers of firms in their quest to adopt digital platforms to enhance their sustainable growth. The study’s results serve as guidelines for prospective adopters of digital platforms as they develop their sustainability strategies.

Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study

The COVID-19 pandemic has remarkably affected the business processes and performance of micro-, small-, and medium-sized enterprises (MSMEs) across the world. MSMEs have had to adopt and implement numerous strategies to sustain their businesses, and their financial and sustainability performance has been impacted by their choice of e-commerce (EC) platforms and digital marketing (DM) strategies. The objective of this research was to explore the effects of EC and DM platforms and strategies on facilitating MSMEs’ financial and sustainability performance amid the devastating COVID-19 pandemic. This study gathered data from 212 MSMEs from three districts of Bangladesh. A partial least squares structural equation modeling (PLS-SEM) approach was undertaken, to test the hypothesized model. The findings revealed that e-commerce had a significant association with MSMEs’ financial performance and sustainability amid the pandemic. It was also observed that digital marketing strategies had a substantial impact on MSMEs’ financial performance. However, the linkage between DM strategies and MSMEs’ sustainability was found to be insignificant. Furthermore, it was found that the financial performance of MSMEs mediated the relationship between e-commerce adoption and their sustainability performance. These findings contribute to the extant technology adoption literature, by exploring the role of e-commerce and digital marketing on firms’ financial outcomes amid a global pandemic. Managers and policymakers of small businesses can learn several things from this study, and understand how crucial digital commerce and digital marketing are to their success and long-term survival.

Exploring OTC drug consumers’ perception towards online shopping and digital marketing through qualitative interviews: A sample from Malaysia

ABSTRACT The digital transformation movement persuaded many pharma companies towards greater adoption of digital marketing and e-commerce. This was accelerated even more by the COVID-19 crisis. Therefore, this study aims to explore the general perception and attitude of consumers in Malaysia regarding the use of online shopping and digital marketing tactics for OTC drugs. Thirteen in-depth interviews were conducted between September and November 2020. A thematic content analysis approach was used to analyse the qualitative data. Key themes emerging from the interviews included: (1) general perception of OTC drug consumers regarding digital marketing; (2) attitude of consumers towards the purchase of OTC drugs; (3) factors affecting OTC drug consumer behaviour; and (4) perception of consumers towards online advertisements for OTC drugs. The majority of the study participants believe that digital marketing has a direct or indirect impact on their purchasing decisions as OTC consumers. Although most rely mainly on offline purchases for OTC products, they have shown a willingness to increase their adoption of online purchasing methods, particularly in the aftermath of the COVID-19 outbreak. These findings can be useful to public and private healthcare managers on a practical level.

Applying Digital Advertising in Food and Beverage Industry for McDonald’s with Marketing 5.0 Approach

Digital Marketing and Advertising 5.0 has the potential to completely change how Food and Beverage (F&B) companies connect and interact with their target audiences. F&B companies can gather and analyze enormous amounts of data in real-time thanks to the integration of cutting-edge technologies like artificial intelligence, machine learning, and blockchain into their marketing strategies. It enables them to develop individualized and targeted marketing campaigns that cater to specific consumers’ needs and preferences. Additionally, F&B companies may automate and optimize their marketing initiatives thanks to the utilization of cutting-edge technologies in Digital Marketing and Advertising 5.0, giving them the ability to react swiftly to shifting consumer behavior and market conditions. By utilizing data-driven decision- making and cutting-edge technologies, the adoption of Digital Marketing and Advertising 5.0 has the potential to completely transform how F&B businesses connect and interact with their target customers. McDonald’s delivers campaign, promotion, and menu adaption for various countries using Marketing 5.0.