Digital Marketing Research Articles

The relationship between digital marketing and consumer brand perception

Purpose This study aims to examine the impact of brand digitalization (digital marketing) by evaluating how the use of various digital platforms influences consumer brand perception. It explores the effect of key digital marketing factors, including social media, privacy, reliability, trust and electronic customer relationship management, on consumer brand perception. Design/methodology/approach The research used a quantitative approach. Secondary data was used to provide a foundation for the study through a literature review, while primary data was collected using a structured questionnaire. A convenient sampling method was adopted, resulting in the collection of 407 responses, which were included in the study. Findings The effect of digital marketing on consumer brand perception was assessed through factors such as privacy, reliability, trust and electronic customer relationship management, all of which had a significant impact. However, social media was found to be insignificant. Research limitations/implications The main limitations were the sample size, which could be increased; the study’s single-country focus, which could be expanded; and the study variables, where more factors could be included. Practical implications The study helps organizations understand evolving consumer characteristics and current market perceptions. This insight assists brands in shaping their marketing strategies and developing digital marketing platforms to better serve and meet customer needs. Originality/value The research paves the way for understanding consumers and assessing their perception of digital marketing efforts. It evaluates how customers perceive brands in the digital age, enabling businesses to refine their marketing strategies and enhance their competitive market positions.

Sustainable Corporate Banking Strategies and Emerging Market Opportunities: Advancing the U.S. Financial Sector through Innovation and Global Partnerships

Sustainable corporate banking strategies are increasingly recognized as pivotal to enhancing U.S. financial institutions’ competitiveness and long-term growth. This paper investigates how organizational agility, operational efficiency, and innovation adoption reinforce banks’ resilience within volatile global environments. By synthesizing insights from recent empirical findings and case studies, we illustrate how cutting-edge technologies such as Artificial Intelligence (AI), Robotic Process Automation (RPA), and big-data analytics streamline complex corporate banking processes and bolster strategic partnerships with fintech enterprises. In turn, these collaborations catalyze the development of specialized financial services, ESG-aligned lending programs, and product portfolios tailored to the specific realities of emerging markets. Empirical evidence suggests that organizational structures supporting flexibility and robust risk-management frameworks enable institutions to navigate regulatory heterogeneity, leverage innovative funding mechanisms, and deliver sustainable value across diverse geographies. Additionally, the proliferation of blockchain-based payment infrastructures and integrated analytics platforms proves instrumental in reducing costs and expediting cross-border transactions. Through a comparative assessment of corporate banking’s digital transformation and market expansion strategies, we emphasize how banks can optimize operational capabilities, broaden client bases, and strengthen global networks. This research ultimately contributes to the existing body of knowledge by articulating a clear set of recommendations for U.S. financial institutions seeking to expand into emerging markets sustainably, balancing risk mitigation with socioeconomic impact.

Community empowerment through snakefruit diversification as fruitleather using a dough machine in the Kramat Bangkalan Village

Kramat Village is one of snakefruit plantation centre in Bangkalan Madura. Some of the processed products are produced into specific typical regional food and can be sold which lead to the improvement of the community's economy. However, in its journey, the snakefruit products are difficult to market outside the region. The purpose of this program is to create a new innovation in processing snakefruit as a culinary product and souvenir typical of Kramat Village Bangkalan. The results of the activity show that innovation in processing snakefruit into fruitleather products is quite popular and has the potential to be a superior product. The development of Kramat Village and its surroundings into a tourist village has made agrotourism actors and snakefruit processors take the initiative to develop processed snakefruit products into culinary delight of the village. However, developing processed snakefruit products into culinary and souvenirs typical of the village is not easy. It requires various kinds of knowledge ranging from processing, packaging to marketing. Empowerment program society is also done in its marketing through mentoring with improvement knowledge in digital marketing field

From click to confirmation. The effect of hotel website quality and online reviews in fostering booking intentions

Purpose This study aims to investigate the impact of hotel website quality, customer engagement, online hotel reviews and perceived credibility on hotel booking intentions. It emphasizes how these factors collectively influence consumers’ decision-making in digital hospitality. Design/methodology/approach Out of 450 distributed questionnaires, 246 travelers who stayed at four-star hotels completed the survey. Smart-PLS 4.0 was used for data analysis. Findings The research found that website functionality and credible reviews boost consumer engagement and booking intentions. Hotels should develop secure, high-quality online platforms to enhance customer engagement and increase bookings. Practical implications The study offers valuable insights for hotel managers and marketers, emphasizing the importance of website functionality and security in driving consumer interest and boosting direct bookings in a competitive digital market. Originality/value This study addresses gaps in the literature by examining the links between website quality, customer engagement, online reviews and booking intentions. It provides strategic insights to enhance hotel brand reputation and booking experiences.

Use Of Digital Platforms In Improving Competetive Advantages In 37 State Primary Schools In Pekanbaru City

Increasing the competitiveness of educational institutions is a big challenge in the digital era, including at SDN 37 Pekanbaru. This research aims to analyze the use of digital platforms, especially Merdeka Belajar, in increasing school competitive advantages. A qualitative descriptive approach was used with interview, observation and documentation methods. The research results show that although digital platforms provide significant benefits, such as improving the quality of learning and evaluation, technological infrastructure challenges, user resistance, and budget constraints still hinder optimal implementation. Limited digital marketing strategies are also an obstacle in increasing school visibility. The research conclusion states that the use of digital platforms needs to be supported by intensive training, infrastructure improvements, and active collaboration between teachers, students and parents to achieve sustainable competitiveness.

Why does connection time matter? Examining intention to follow shopping advice and the moderating role of time on Instagram

Purpose Consumers now desire cosmetics that are aligned with their beliefs in the beauty industry. Brands want to listen to these new claims and seek a more intimate relationship with their followers on social networks (SNS). Therefore, this study aims to evaluate the antecedents and outcomes of affective engagement on a brand’s Instagram account. Considering the increased usage of SNS, the authors assess whether connection time moderates the intention to follow shopping advice on Instagram. Design/methodology/approach Quantitative study based on a survey posted on the brand’s Instagram account with 565 Brazilian beauty tech startup consumers. Data were validated using structural equation modeling. Findings For heavy users, the effect of brand content stimuli on affective engagement is greater, with differences highlighted for each content appeal. Emotional bonds with followers lead to ongoing cocreation behavior over time. More insightful relationship: greater SNS exposure increases the effect of cocreation on the intention to follow shopping advice, demonstrating the importance of connecting time to business goals. Originality/value This study offers a unique perspective on how brands can capitalize on connection time on Instagram. The authors found several behavioral trends based on SNS exposure essential for a more assertive digital marketing strategy plan. It also provides compelling insights into brand content management and engagement on SNS.

Presenting a Model for the Role of Digital Marketing in Developing Institutional Performance (case study of Maysan Oil Company - Iraq)

The current research is entitled The Role of Digital Marketing in Developing Institutional Performance A Case Study in Maysan Oil Company. The purpose of the research is to develop institutional performance as a whole or some of dimensions through the optimal use of digital marketing channels and dimensions. To achieve this purpose, data were collected, a comprehensive literature review conducted, and experts were consulted. The current research follows a mixed approach to analysis, based on a philosophical approach that emphasizes construction and interpretation as concepts arising from social interactions. This framework serves as the basis for the research. In the first stage, inquiries were posed to a number of university professors, managers, and specialized employees (as experts) in this field. Uses an inductive model to develop a methodological structure referred to as the grounded theory, which provides a strong foundation for the research. In addition, includes content analysis. This process allows us to analyze qualitative information through coding and by assessing the approaches and strategies that can be used to address the research questions. Following that, using the information from the initial analysis phase, the descriptive analysis process begins by publishing questionnaires. (360) questionnaires were published to managers and employees in the oil company who represent the research community, then the answers were analyzed in several statistical programs to reach accurate results. The study found a strong statistically significant relationship that digital marketing plays a fundamental role in developing institutional performance. Improving the marketing performance of the institution and using the digital promotional mix, which always aims to reach the organizations' products to a wide segment of customers as they are the important number in the organization, communicating with customers through digital marketing channels that suit each customer individually, improving financial performance and increasing income for organizations. Finally, successful performance is the final result that the organization aims to achieve by achieving its long-term goals that contribute to the development of institutions, which makes institutions strive to search for new means that keep pace with technological developments through which they seek to improve their performance.

The AI powered enterprise: a review of cloud computing, web ‎technology and digital marketing

The integration of artificial intelligence (AI) into enterprise systems is thoroughly reviewed in ‎this study, with an emphasis on cloud computing, online technologies, and digital marketing. ‎It demonstrates how AI-driven businesses use intelligent automation, real-time analytics, and ‎data-driven decision-making to dramatically increase operational productivity, scalability, and ‎customer engagement. A crucial piece of infrastructure, cloud computing provides the ‎scalable and adaptable resources required for large-scale data processing, AI implementation, ‎and strong cybersecurity. AI-enhanced web technologies, such as intelligent chatbots, ‎recommendation engines, and tailored content, improve user experiences and develop digital ‎interaction techniques. AI in digital marketing greatly improves client interactions and ‎satisfaction by enabling sentiment analysis, predictive analytics, accurate targeting, and ‎campaign automation. Prominent issues, including data privacy, ethical dilemmas, and biases ‎in AI systems, are also covered in the paper.

Bayesian Cointegrated Panels in Digital Marketing

In this paper, we fully develop and apply a novel extension of Bayesian cointegrated panels modeling in digital marketing, particularly in modeling of a system where key metrics such as clicks or impressions of a given digital campaign is considered. Thus, in this context our goal is evaluating how the system reacts to investment perturbations due to changes in the investment strategy and its impact on the visibility of specific campaigns. To do so, we fit the model using a set of real marketing data with different investment campaigns over the same geographic territory. By employing forecast error variance decomposition, our findings indicate that clicks and impressions have a significant impact on session generation. Also, we evaluate our approach through a comprehensive simulation study that considers different processes. The results indicate that our proposal has substantial capabilities in terms of estimability and accuracy.

A Review of Data Analytics and Machine Learning for Personalization in Tech Sector Marketing

This paper reviews the data analytics and machine learning applications in enhancing the personalization of digital marketing communications within the technology sector. Our review focuses on key areas such as customer segmentation, predictive analytics applications, real-time data processing, and behavioral and sentiment analysis. Using an exploratory and qualitative research approach, we examine 61 articles, reports, and case studies. Our study highlights how data-driven and machine learning methodologies improve customer responsiveness and marketing strategies. Our findings reveal that analytical techniques contribute to increased sales through more personalized advertising, fostering stronger customer relationships. Additionally, the growing adoption of these approaches to strengthen digital marketing is a key trend explored in this secondary data-based research.

Exploring the Impact of Social Media Influencer Attributes on Purchase Intentions: Evidence from Influencers’ Virtual Boutiques in Qatar

The rise of social media influencers has significantly reshaped the digital marketing landscape, introducing innovative strategies for promoting goods and services. This research explores the emerging phenomenon of Influencers' Virtual Boutiques, a novel form of social commerce recently gaining traction in the Gulf Cooperation Council (GCC) region, particularly in Qatar. These virtual boutiques operate as curated digital storefronts where influencers endorse and sell products directly to their followers. This study examines four key attributes—trustworthiness, expertise, attractiveness, and authenticity—and their influence on the purchase intentions of followers from the influencer’s virtual boutiques. The findings demonstrated that authenticity is the strongest predictor of purchase intention, while trustworthiness, expertise, and attractiveness did not show significance. These results suggest a shift in consumer preferences, where relatability and genuine influencer engagement play a more crucial role than traditional credibility markers. This study contributes to the growing body of influencer marketing and social commerce research by offering empirical evidence on the emerging influencer virtual boutique model in the Qatari market.

Empowerment of Micro, Small and Medium Enterprises in Increasing Sales Turnover Through the Ramadhan Market in Brodot Village, Bandarkedungmulyo District

This community service aims to empower Micro, Small, and Medium Enterprises (MSMEs) in Brodot Village to increase sales turnover through optimizing the Ramadhan Market activities. MSMEs are an important sector in the local economy that has great potential but often faces various challenges, such as limited market access, minimal product innovation, and lack of effective marketing strategies. This activity was carried out by a team from STAI At-Tahdzib in collaboration with the Brodot Village government. The activity methods include field observation, training, direct assistance, and ongoing evaluation. Initial observations showed that the majority of MSMEs did not have adequate understanding of digital marketing and attractive product packaging. In the training, participants were given materials about promotional techniques, the use of social media, simple financial management, and product branding. The Ramadhan Market was used as a direct practice medium to sell their products openly to the public. MSMEs were facilitated with tents, promotional banners, and social media as promotional tools. The results of the activity showed a significant increase in sales turnover, especially for snack and pastry products. In addition to financial improvements, this activity also increased the knowledge and confidence of business actors in developing their products. Participants began to actively utilize online platforms such as WhatsApp, Instagram, and Facebook for promotion. Several MSMEs began to package products with more attractive labels and designs. This activity also encouraged collaboration between business actors and created a stronger local business network. During the activity, community enthusiasm was very high. The Ramadan Market became a seasonal economic center that had a positive impact on the village economy. Students involved also gained practical experience in the community empowerment process based on devotion.

Economic Impact of Social Media Engagement on Consumer Spending: A Comparative Study of Facebook and Instagram

ABSTRACT: The rapid digitalization of economies has transformed traditional consumer behaviour, with social media emerging as a key driver of economic transactions. Facebook and Instagram, two of the most influential platforms, play a pivotal role in shaping consumer purchase decisions. This study aims to examine the economic implications of social media engagement, focusing on how customer interactions such as likes, shares, comments, and brand posts which affect purchasing behaviours and contribute to the revenue generation of businesses in the fashion, beauty, and apparel industries. The research explores the extent to which consumer engagement on social media influences purchasing decisions, how gender-based differences impact engagement levels, and which platform: Facebook or Instagram has a more significant economic influence on consumer spending. By employing a quantitative research methodology including a combination of both primary and secondary research, the study surveys respondents from Kolkata who actively use social media for shopping related activities over the recent years. Statistical tools are used to analyze the data. The findings of this study will provide valuable insights into the economic significance of social media marketing, helping businesses optimize their digital strategies to enhance consumer engagement and increase sales. This research also contributes to the broader field of digital economies by highlighting the role of social media platforms in driving market transactions, influencing consumer demand, and contributing to overall economic activity in the online retail industry. Key Words: Social Media Economics, Consumer Behavior, Digital Marketing, Economic Impact, Facebook, Instagram, Online Purchasing, E-commerce, Market Trends

The Influence of Brand Image and E-WOM on Purchase Decisions of Mie Gacoan in Jakarta, Indonesia

This study aims to examine the influence of brand image and electronic word-of-mouth (e-WOM) on consumer purchasing decisions at Mie Gacoan restaurants in Jakarta. As a rapidly growing fast-food brand among urban youth, understanding the factors that shape customer preferences is essential for sustainable marketing strategies. Employing a quantitative research approach, this study uses multiple regression analysis to assess the impact of brand image and e-WOM on purchase decisions. Data were collected from 200 respondents selected through purposive sampling based on criteria of age and purchase frequency. Validity and reliability tests confirmed that the instruments used were statistically sound. The findings reveal that both brand image and e-WOM have a significant and positive effect on purchasing decisions, with brand image showing a stronger influence. The R-square value of 0.489 indicates that nearly half of the variation in purchase decisions can be explained by the two independent variables. These results suggest that brand perception and digital reviews are vital in shaping consumer behavior. It is recommended that customers share positive experiences online, while Mie Gacoan’s management should maintain a strong brand image and actively manage digital engagement to build trust and loyalty. This research contributes to the literature on digital marketing in the fast-food industry and provides strategic insights for brand managers.

Engineering nationalism: Popular TV, ideological work, and the cultural politics of state propaganda in China

This study examines China’s revitalized state propaganda through the lens of new mainstream TV genres in the streaming era. Streaming platforms enable the TV industry to recalibrate commercial and ideological priorities, influencing the content, style, and aesthetics of revolutionary narrative dramas through digital marketing and audience engagement. Analyzing the production and reception of The Awakening Age , I argue that its widespread acclaim demonstrates the success of streaming propaganda. These productions modernize portrayals of party history and national identity while leveraging marketing strategies tailored to youth culture, consumption habits, and viewing patterns.

<b>Enhancing Customer Experience: A Holistic Brand Strategy in the Metaverse</b>

The metaverse, dubbed the “new version of the digital world,” promises to fundamentally transform how customers interact with brands. This study regards the metaverse brand experience as a strategic resource initiated by organizations and analyzes how organizations manage brand experiences through metaverse technologies. Based on interviews with eight managers from different firms and 45 articles related to metaverse brand strategy from two industry platforms, a three-faceted, holistic metaverse brand strategy framework emerges: metaverse brand strategy drivers differentiate between internal and external factors, routes to enhance brand experiences refer to stimulating customer-system and customer-customer interactions, and metaverse brand experience value explains the transformation of brand relationships. This study contributes to the literature on digital marketing by providing theoretical insights into metaverse-mediated brand experiences.

Rancangan Campaign Meta Ads dalam mengembangkan awareness pengguna aplikasi FLIP terhadap fitur Referral

This study aims to investigate and design a content marketing strategy to enhance user awareness of the referral feature in the Flip application. In addressing the lack of knowledge and utilization of the referral feature, the focus of this research is to understand how digital content marketing can strengthen customer awareness. The analysis explores the barriers to the adoption of this feature, including insufficient emphasis, inadequate information, and uncertainty about its benefits. Through a content marketing-focused approach, the proposed strategy includes optimizing the website and application to clearly illustrate the referral feature, leveraging email marketing campaigns to provide user guides, and utilizing social media and educational content to explain the concrete benefits of using the referral feature. Additionally, the approach includes data analysis to measure and evaluate the effectiveness of the implemented content strategy. It is expected that by applying a targeted and measurable content marketing strategy, the Flip application can overcome awareness challenges, increase user participation, and achieve significant growth in the adoption of the referral feature. This research contributes to a deeper understanding of the critical role content marketing plays in raising awareness and user engagement with key features in applications.

THE EFFECT OF HUMAN RESOURCES (HR) QUALITY, E-COMMERCE ROLE, AND CAPITAL ACCESS ON MSME PERFORMANCE

This research delves into the Effect of HR Quality, E-commerce Role, and Capital Access on MSME Performance in Surakarta City. Employing a quantitative methodology, the research surveyed 97 MSME respondents selected through the Lemeshow formula, utilizing both accidental and simple random sampling techniques. Data were gathered through online questionnaires via Google Form and analyzed using SPSS version 25 through multiple linear regression. The results reveal that while the quality of human resources and the role of e-commerce do not significantly influence MSME performance, access to capital has a positive and substantial effect. These findings highlight the necessity for a stronger emphasis on financial accessibility to enhance MSME performance in Surakarta, such as offering affordable loans or flexible funding options. Although improving human resource quality and leveraging e-commerce remain vital, they must be underpinned by appropriate structural and financial mechanisms. Policymakers are encouraged to prioritize financial support systems, while MSMEs should enhance their digital marketing strategies and ensure robust technological infrastructures to facilitate effective e-commerce integration.

Experience Marketing – Curating A Spiritual Congregation at Maha Kumbh 2025

India, the cradle of one of the world’s oldest and most enduring civilizations, has long been a beacon of spirituality, attracting seekers from across the globe. As the birthplace of Yoga, Ayurveda, and several major religions—including Hinduism, Buddhism, and Jainism—India is revered for its sacred landscapes and profound spiritual heritage. Pilgrimage sites such as Varanasi, Rishikesh, Prayagraj, Bodh Gaya, and Amritsar continue to draw millions in search of enlightenment and inner peace. Maha Kumbh 2025 was uniquely positioned as an once-in-a-lifetime spiritual experience due to an exceptionally rare celestial alignment that occurs once every 144 years. Pilgrims from around the world gathered at Prayagraj - Triveni Sangam—the confluence of the Ganga, Yamuna, and Saraswati—to participate in this 45-day festival, seeking spiritual renewal and the promise of Moksha (liberation). This study explores how Maha Kumbh 2025 was curated as a transformative spiritual event through the lens of the Experience Economy framework (Pine & Gilmore, 1998). By integrating its deep-rooted spiritual essence with modern digital marketing strategies, AI-driven personalization, and cultural storytelling, the event was positioned as a deeply immersive experience. The case study highlights how Maha Kumbh 2025 was curated as a spiritual experience, resonating with both devout pilgrims and a global audience.

Comparative Analysis of AI-Driven Marketing Strategies of the E-Commerce Industry in the Modern World

E-commerce organizations increasingly employ Artificial Intelligence (AI) technologies to reinforce consumer experiences, enhance marketing campaigns, and optimize overall business performance. This study focuses on providing an extensive analysis of AI-driven marketing strategies in the e-commerce sector in the contemporary world. This study employed bibliometrics analysis, which is a technique employed to comprehend the development and nature of a specific discipline by integrating, interpreting, and assessing existing sources and statistics. This paper compared and evaluated the myriad AI-driven marketing strategies adopted by e-commerce companies, highlighting their benefits, challenges, and potential implications for the sector. The findings exposed that e-commerce comprehensively employs experiential marketing, with a specific focus on the effects of Artificial Intelligence in virtual-based assistants. Besides, this study highlighted the instrumental role of Artificial Intelligence in terms of facilitating personalized experiences, strategic decision-making, and predictive algorithms, within marketing operations in e-commerce. Moreover, market research underscores the incorporation of Artificial Intelligence in distinct areas such as marketing and sales, data analysis, and comprehending consumer behavior. This study discussed diverse aspects of research and applications of Artificial Intelligence in different marketing domains. The research ascertained that integrated digital marketing examines the application of social media data for customer sentiment analysis and the employment of Artificial Intelligence algorithms in social media marketing. A significant volume of studies established that content marketing concentrates on the implications of Artificial Intelligence on content creation and targeting, and the company-level repercussions of Artificial Intelligence in marketing.