Digital marketing and the behavioral intention to use learning management systems.

The digitalization era has shifted the role of social media to become a central axis in contemporary marketing practices. Social media no longer merely functions as a communication channel, but has become a strategic space that shapes public perceptions, interests, and consumption tendencies. This study aims to examine the extent to which content marketing, electronic word of mouth (e-WOM), and brand image influence consumer purchasing interest in Tucicakes products. The study subjects involved residents of South Denpasar aged at least 17 years who had been exposed to Tucicakes promotional content on social media and had purchasing experience. A total of 102 respondents were analyzed using a quantitative approach. Data processing was carried out through validity and reliability tests, classical assumptions, multiple linear regression analysis, and hypothesis testing with the F test and t test assisted by SPSS version 26. The research findings confirmed that these three variables have a positive and significant influence on purchasing interest, both simultaneously and partially.

This study aims to examine the influence of digital marketing dimensions, such as social media marketing, content marketing, email marketing, and online advertising, on purchase decisions, while also analyzing the mediating role of brand awareness in the context of the MSMEs digital economy. A quantitative approach using PLS-SEM with 5,000 bootstrap resamples was applied to analyze direct and indirect relationships among variables based on data from MSME consumers. The findings reveal that social media marketing has the strongest direct effect on purchase decisions and also significantly enhances brand awareness. Content marketing and online advertising significantly improve brand awareness but do not directly influence purchase decisions. Instead, their effects on purchasing behavior occur indirectly through brand awareness. Email marketing shows no significant impact on either brand awareness or purchase decisions. Furthermore, brand awareness significantly affects purchase decisions and mediates the effects of content marketing, online advertising, and social media marketing, but not email marketing. These results highlight the central role of brand awareness as a cognitive bridge between digital marketing strategies and consumer behavior. For MSMEs, engagement-driven and awareness-building strategies are more effective than direct promotional communication in driving purchasing decisions.

This study aims to analyze the effect of Content Marketing and Electronic Word of Mouth (e-WOM) on Impulsive Buying behavior of TikTok Shop users among students in Denpasar City, with Brand Trust as a mediating variable. This research employs a quantitative approach by distributing questionnaires to 180 respondents who are TikTok Shop users. The sampling technique used is purposive sampling, in which respondents are selected based on specific criteria, such as having made purchases through TikTok Shop. The data analysis technique used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the assistance of SmartPLS version 4.0 software. The results show that Content Marketing and Electronic Word of Mouth (e-WOM) have a positive and significant effect on Impulsive Buying as well as Brand Trust. Furthermore, Brand Trust has a positive and significant effect on Impulsive Buying. The mediation test results indicate that Brand Trust partially mediates the effect of Content Marketing and Electronic Word of Mouth (e-WOM) on Impulsive Buying. These findings confirm that digital marketing strategies through engaging content and positive consumer reviews can enhance Brand Trust, which ultimately encourages Impulsive Buying behavior. Therefore, business practitioners are advised to improve the quality of marketing content and effectively manage consumer reviews to strengthen Brand Trust and increase consumer purchasing behavior on TikTok Shop.

ABSTRACT This study investigates the effectiveness of Search Engine Optimization (SEO) strategies in driving organic traffic, with special reference to IntelliMindz, an IT training institute operating in a highly competitive e-learning market. Using a descriptive research design and a structured questionnaire administered to 120 respondents, the study employs a range of non-parametric statistical tools including the Mann-Whitney U test, Chi-square test, Spearman Rank Correlation, and the Kruskal- Wallis H test. Findings reveal that SEO is the most widely practiced digital marketing activity among the surveyed workforce, while content marketing remains significantly underutilized. LinkedIn emerges as the dominant lead generation platform, and email continues to be the primary mode of client communication. Statistical analysis confirms significant associations between digital marketing activities and lead generation platforms, between response time and client conversion, and between communication skill importance and employee confidence. The study concludes that an integrated approach combining SEO with content marketing, social media, and improved communication practices is essential for sustainable organic traffic growth and competitive positioning. Keywords: Search Engine Optimization, organic traffic, digital marketing, content marketing, e- learning, lead generation, IntelliMindz

The rapid growth of the skincare industry has increased competition between brands, making brand awareness an important factor in influencing consumer behavior, especially in digital media. TikTok is used as a strategic platform for content marketing and driving word of mouth (WOM). This study aims to analyze the influence of content marketing and WOM on brand awareness of Somethinc Calm Down Moisturizer among followers of the TikTok account @Somethincofficial. Using a quantitative approach with a survey method involving 100 respondents through purposive sampling, the results show that content marketing and WOM have a positive and significant effect, both partially and simultaneously, on brand awareness. Regression analysis shows that these two variables contribute 63% to the variation in brand awareness, while 37% is influenced by other factors. These findings emphasize the importance of engaging content strategies and positive WOM to increase brand awareness on TikTok. Therefore, companies need to optimize creative campaigns, interactive communication, and user-generated content to strengthen consumer recognition and maintain competitiveness in the skincare market.

In the modern business environment, marketing plays a crucial role in the success and growth of any organization. With increasing competition and changing customer preferences, companies are required to adopt innovative and effective marketing strategies to survive and grow in the market. Traditional marketing methods such as print media, television, and radio are now being supplemented—and in many cases replaced—by digital marketing techniques such as social media marketing, influencer marketing, content marketing, and search engine marketing

The article is devoted to the study of problematic issues of the development of digital marketing in the tourism industry, in particular in terms of determining the role of digital platforms and social networks in the organization and planning of tourist trips. The article analyzes the impact of important aspects of digital marketing, which are especially useful for tourism companies, such as online behavior of tourists, targeting, social networks and remarketing. The author characterizes the impact of digital platforms on tourist expectations and analyzes effective approaches to the development and implementation of the idea of digital marketing for the tourism industry, namely the sources of information that tourists use when choosing trips. It is studied that the use of digital marketing tools, including social networks (SMM); blogs, online forums; video advertising; search engine marketing (SEM); search engine optimization (SEO); digital content marketing; e-mail marketing; press releases in online media; mobile applications; digital applications make it possible to form personalized recommendations for tourists in organizing and planning trips. TikTok promotion has been found to be the most effective way to promote travel destinations, but you should also leverage other social media platforms such as Instagram, Facebook, Twitter, and even LinkedIn to connect with your target audience. Each digital platform offers unique opportunities to engage with different audience segments and showcase a specific travel brand.Trends in the length of stay of tourists in the most popular geographical destinations in Europe, in particular in individual preferences, were identified using modern digital applications such as Travel Ads, which combines the model of traveler behavior with catalogs of flights, hotels and tourist destinations, which allows you to automatically create personalized videos and optimize their display to increase the number of bookings for tourists. The use of such digital marketing tools in the tourism industry allows you to identify individual preferences of consumers of tourist services and offer optimized routes, which increases the quality and uniqueness of the tourist experience. It was found that using the right tools, you can attract traffic and form customer loyalty. As a result of the study, it was determined that the use of such digital innovations will allow tourism companies to work more closely with the demand for a tourist product or service and significantly reduce advertising costs.

Even though generative artificial intelligence (GenAI) is increasingly integrated into user-facing technologies like social media, its impact on content marketing remains unverified. Early evidence suggests that language models (LLMs) can generate content that rivals human-created content (HCC) in terms of appeal. However, the question of adapting such content for various social media platforms remains unanswered. This study examines the effectiveness of an LLM, GPT-4, in customizing cross-platform content for Facebook, Instagram, and X. A total of 892 participants evaluated 30 pairs of AI-created content (ACC) and HCC. The findings reveal that ACC was preferred by users, delivered stronger calls to action, and elicited more user engagement than HCC, especially on Facebook, with a less pronounced effect for shorter posts on X and Instagram. We further generated six data-driven user personas of the 892 participants, illustrating the differences between those who preferred ACC or HCC on the three platforms. The results indicate that GPT-4 can adapt content to platform-specific requirements and maintain high perceived quality, making LLMs applicable for cross-platform content creation for user engagement. Findings contribute to understanding user engagement with AI-generated content across platforms. We also discuss the role of LLMs in content creation, including their ethical implications.

Abstract In today's digital era, content marketing has become one of the most effective marketing strategies used by businesses to attract, engage, and convert customers. The purpose of this study is to examine the role of content marketing and its impact on customer engagement and lead generation in Amravati City. The study focuses on how different types of content such as videos, reels, storytelling, influencer marketing, and informative posts influence customer behavior and decision-making. Primary data was collected through structured questionnaires distributed among 100 respondents from Amravati City. The findings indicate that content marketing significantly influences customer engagement and helps businesses generate potential leads. The study also reveals that social media platforms such as Instagram and YouTube are widely used by respondents, and short video content is the most preferred format. Interactive content such as polls, quizzes, and reels increases engagement levels among users. Furthermore, the study highlights that customer reviews, influencer content, and storytelling techniques help in building trust and emotional connection with brands. The results also show that content marketing is more effective than traditional advertising methods in influencing purchase decisions and generating leads. The research concludes that content marketing plays a crucial role in improving customer engagement and lead generation in Amravati City. Businesses should focus on creating valuable, informative, and engaging content to achieve better marketing outcomes. Keywords: Content Marketing, Customer Engagement, Lead Generation, Social Media Marketing, Digital Marketing

The article is devoted to the study of the transformation of the concept of Integrated Marketing Communications under the influence of digitalization. The concept of Integrated Marketing Communications is defined as a strategic approach that coordinates and unites all channels and sources of marketing communications of the company to provide clear, consistent and convincing information about the organization and its products or services. The features of key promotion tools (IMC mix) in the context of digitalization are substantiated. Based on the analysis of the dynamics of global spending on digital advertising during 2020–2025, it is proved that companies are increasingly investing in digital channels; the developed forecast for 2026–2030 showed the growth of the global digital advertising market from 798.7 in 2025 to 1127.5 billion US dollars in 2031 with an average annual growth rate of 8.2%. The structure of digital advertising by type is studied and their features are revealed. Thus, video ads occupy 32% of the market, Search Ads – 29%, banner ads – 8%, social media ads – 15%, native ads – 4%, and other ads-2%. Personal digital sales components for improving customer engagement and sales are revealed: CRM, Social Media, Email Marketing, SEO and SEM, data analytics and analysis, mobile optimization, e-commerce, video conferencing, and virtual sales meetings. The features of PR strategies in the digital age are identified: a new approach to reputation management, social networks for PR specialists, marketing with the participation of influencers, integration of content marketing and PR. Digital sales promotion technologies are shown: lightning-fast sales and limited offers, digital coupons and vouchers, influence marketing, gamification and interactive content, free trials and samples. It was found that with the advent of digital technologies, direct marketing has evolved significantly and includes traditional methods such as direct mail and telemarketing, as well as modern ones: QR codes and augmented reality (AR), email marketing and text messages. Direct marketing strategies use a multi-channel approach, integrating various forms of direct marketing to reinforce messages and increase points of contact with potential customers.

The popularity of TikTok has made it a dominant digital platform that is strategic for various promotional activities, including those for tourist destinations. This provides opportunities for tourism managers to utilize engaging content marketing, live streaming, the involvement of popular figures as celebrity endorsers, and the dissemination of information through recommendations and reviews (electronic word of mouth) to increase engagement and visit intention among tourists via the TikTok social media platform. This study aims to analyze the influence of content marketing, live streaming, celebrity endorsers, and electronic word of mouth on the visit intention to Lembang Park and Zoo. The study employs a quantitative approach with 170 respondents who follow the Lembang Park and Zoo TikTok account, and analyses the data using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that content marketing, live streaming, celebrity endorsers, and electronic word of mouth positively influence visit intention. These findings imply that tourism destination managers need to integrate these four digital marketing strategies simultaneously, with an emphasis on selecting credible celebrity endorsers aligned with the destination’s image, to effectively build interest in visiting among social media users.

The numerous conveniences offered by e-commerce platforms provide added value for consumers, as they can easily compare prices, product features, and brand reputation within seconds. This condition makes purchase decisions no longer based solely on needs, but also on experience, emotional value, and perceptions formed through digital interactions. An individual’s purchase decision can be influenced by various factors, including sales live streaming, content marketing, and customer reviews. The purpose of this study is to examine the effect of live streaming, content marketing, and customer reviews on purchase decisions at the Cemilanki snack MSME in Wonosobo Regency. The population in this study consists of individuals who have made purchases from the Cemilanki snack MSME through e-commerce platforms such as Shopee, TikTok Shop, or Tokopedia. The sampling technique used was purposive sampling. The total sample consisted of 150 respondents. Data were collected using a questionnaire that had been tested for validity and reliability. Data analysis was conducted using multiple linear regression analysis. The results of the study indicate that sales live streaming has a positive and significant effect on purchase decisions, content marketing has a positive and significant effect on purchase decisions, and customer reviews have a positive and significant effect on purchase decisions at the Cemilanki snack MSME in Wonosobo Regency.

This study aims to analyze the marketing management strategy of Kisana Glycolic Soap in increasing brand awareness in the Indonesian skincare market. The underlying phenomenon of this research is the increasing competition in the local skincare industry, which demands innovation in brand communication strategies to compete with global products. This research employed a qualitative approach with a case study method, allowing for an in-depth exploration of communication strategies and consumer perceptions of the brand. Data were collected through semi-structured interviews, participant observation, and digital documentation. The results indicate that Kisana's marketing strategy focuses on three main themes: (1) consumer education through informative content marketing, (2) consistent communication across digital platforms, and (3) collaboration with micro-influencers to build brand authenticity. Practically, Future research is recommended to explore the dynamics of consumer perception across age and cultural segments to broaden our understanding of the effectiveness of local brand communication in the digital era.

The article explores the strategic role of digital marketing tools in book promotion within the digital economy. The subject of the present study is the set of digital marketing tools and the managerial implications of their use for book industry actors in an environment where production, distribution, and consumption are increasingly determined by digital technologies. The relevance of the topic is driven by the systemic transformation of the book market, which is characterised by the expansion of product formats (print books, e-books, and audiobooks), changes in the organisation of the publishing process, and the growing dependence of content visibility and audience access on platform algorithms. In this context, book promotion must be considered a structural component of strategic management, rather than a set of tactical communication activities. The objective of the present article is twofold: firstly, to analyse digital marketing tools in book promotion from the perspective of strategic management; and secondly, to systematise these tools and assess the strategic advantages and limitations of their use. The methodological framework underpinning this study is predicated on a rigorous analysis and synthesis of extant scholarly sources, a comparative analysis, and the generalisation of findings. The study corroborates the validity of conceptualising digital tools as an interconnected strategic system, as opposed to perceiving them as an isolated set of channels. Key tools include owned digital infrastructure (websites and e-commerce), targeted traffic acquisition tools (SEO), digital advertising, direct marketing (email and CRM marketing), social media and SMM, influencer marketing, user-generated content and reading communities, platform-based promotion (Goodreads, Amazon, streaming services), digital PR, content marketing, as well as analytics and performance measurement tools. The article demonstrates that the strategic benefits of digital tools lie in increasing the adaptability of book organisations, developing long-term relationships with readers (relational capital), optimising marketing budgets through targeting and personalisation, and supporting a shift towards data-driven management. Concurrently, the study identifies structural constraints, including platform dependence and algorithmic opacity, asymmetries in data control, regulatory restrictions on personal data, genre biases in digital consumption, and resource inequality among market participants, which may contribute to market concentration and a reduction in cultural diversity. The primary conclusion drawn from this analysis is that the efficacy of digital book promotion is contingent not on the mere presence of individual tools, but rather on their coherent configuration and integration into the managerial architecture of a book organisation. A strategic management of digital promotion should combine the development of owned channels and competencies, the institutionalisation of analytics, and the deliberate management of platform-related risks. This should be done in such a way as to balance economic efficiency with the support of cultural diversity in the book market.

This article examines the strategic deployment of podcasting as a communication and marketing tool in the context of major sporting events. Using a single-case study design grounded in participatory observation and secondary data analysis of Spotify analytics, we investigate the "On the Road to Rhine-Ruhr 2025 – Sports Podcast," created in preparation for the FISU World University Games Rhine-Ruhr 2025. Our central research question asks: how can podcasting serve simultaneously as an educational platform and a marketing channel for a major international sporting event? Drawing on parasocial interaction theory, uses and gratifications theory, and content marketing frameworks, we analyze production processes, content strategy, and audience reception metrics. Our findings confirm that a funnel-based content strategy achieves measurable international audience reach across diverse demographics while delivering genuine educational value. We conclude by examining how emerging AI technologies may transform podcasting's role in sports communication. Keywords: podcasting, sports communication, event marketing, content marketing, sports management, parasocial interaction, uses and gratifications

The rapid growth of digital technologies has significantly transformed the banking sector in India, compelling financial institutions to redesign their marketing approaches to remain competitive and customer-centric. This study presents a comparative analysis of the digital marketing strategies adopted by HDFC Bank and ICICI Bank, with particular emphasis on customer engagement practices. Both banks are among the leading private sector banks in the country and have made substantial investments in digital platforms to strengthen their market presence and enhance customer interaction. The research examines various components of digital marketing, including social media outreach, mobile banking applications, personalized email campaigns, content marketing, search engine visibility, and the use of data analytics for targeted communication. The study evaluates how these strategies influence customer awareness, satisfaction, loyalty, and overall engagement. Attention is also given to the user experience offered through digital interfaces, responsiveness on social media channels, and the integration of innovative technologies such as chatbots and AI-driven support systems. Primary and secondary data have been considered to understand customer perceptions and preferences regarding digital communication by both banks. The findings highlight differences in strategic focus, content style, platform utilization, and engagement metrics. While one bank may emphasize technology-driven personalization and automation, the other may ocus more on relationship-oriented communication and brand storytelling. The study concludes that effective digital marketing in the banking sector extends beyond promotional activities and plays a vital role in building trust, transparency, and long-term customer relationships. The comparative insights offered in this research may assist banking professionals, marketing practitioners, and researchers in understanding evolving digital engagement trends and in developing more responsive and customer-focused digital strategies.

The growth of the culinary industry in Indonesia has intensified competition in creating purchase intention. Purchase intention refers to a consumer’s desire to purchase a product or service after undergoing an evaluation and consideration process. In the culinary industry, Product Innovation and Content Marketing in the digital era have become key factors influencing purchase intention. Delscakery faces competitive pressure from Fudgy Bro and Cakeexpress, which are also striving to increase their purchase intention. This study aims to examine the partial effects of Product Innovation, Content Marketing, and Brand Awareness on Purchase Intention among consumers Delscakery in Blok M. This type of quantitative research. The technique of determining the population uses non-probability sampling. The population in this study is unknown. The sample used in this study was 97 respondents, using the accidental sampling method and using the Lemeshow formula. In this study, data were analyzed using the SPSS version 26 program and Microsoft Excel 2024. The results show that Product Innovation and Content Marketing have a significant partial influence on Purchase Intention, whereas Brand Awareness does not have a effect on Purchase Intention.

Abstract South Korea’s broadband policy, long recognized as world-leading, is now debated for network usage fees. This article examines the country’s framework, which mandates shared cost responsibility between internet service providers and content providers and analyzes the economic and regulatory implications. Findings suggest that network usage fees, which have been paid by many Korean parties since 2005, have not harmed the Korean content market or end users. Rather, fees facilitate broadband investment, deployment, and adoption and contribute to South Korea’s status as a leading broadband nation. It finds that network usage fees are reasonable tools for supporting broadband infrastructure policy goals.

In the current context of digital business transformation, Internet marketing and e-commerce have gained strategic importance for the development of enterprises in the global economy. This article examines the main directions and innovative approaches in the field of e-commerce, focusing on the impact of artificial intelligence, big data, marketing automation, chatbots, and mobile platforms on the effectiveness of marketing campaigns and customer engagement. Special attention is given to the role of social media and integrated omnichannel sales models, which enable personalized offers, enhance customer loyalty, and strengthen brand reputation. The study analyzes global and Ukrainian e-commerce trends for the period 2018–2025, considering the influence of global trends such as the development of augmented and virtual reality technologies, the integration of fintech solutions, and the growth of mobile shopping on the transformation of business models and customer communications. Particular emphasis is placed on the transformation of business models driven by Internet technologies, mobile commerce, and global digitalization. The article highlights a comprehensive approach to the use of digital tools, including SEO, SMM, content marketing, and affiliate marketing, which allows for resource optimization, increased audience reach, and adaptation of marketing strategies to changing consumer behavior. The author emphasizes that the successful implementation of innovative strategies in Internet marketing and e-commerce is crucial for maintaining enterprise competitiveness, creating added value, and ensuring sustainable business development in the context of dynamic technological and socio-economic changes. The article will be useful for researchers, marketing practitioners, business managers, and specialists in the digital economy seeking to implement modern tools and strategies to enhance business process efficiency. The rapid growth of internet marketing will continue, adapting to the advancement of information technologies, global events, and contemporary realities.