Digital Marketing Channels Research Articles

Utilization of Digital Marketing Channels to Optimize Business Performance Among SMEs In Jakarta, Indonesia

Jakarta currently has at least one million small and medium-sized enterprises (SMEs) engaged in various business fields. In Indonesia, SMEs have contributed around 62% of the gross domestic product (GDP). It, of course, makes the existence of SMEs very important for economic growth. Besides that, technological developments are a challenge for entrepreneurs today. Entrepreneurs are competing to make their products superior through various business strategy initiatives. However, without proper knowledge, it will undoubtedly reduce the strategy's effectiveness. Therefore, many social science studies on business performance have given rise to many solutions to current business problems. One of them is a digital marketing strategy which is currently referred to as marketing 4.0. Currently, many digital marketing channels are circulating on the internet, making it difficult for entrepreneurs to identify which strategy is suitable for their business. Therefore, in this study, researchers focused on using digital marketing channels among SMEs, which focused on search engine marketing, social media marketing, email marketing, and affiliate marketing. The sample comprises 87 SME owners from the Jakarta region, with a survey method chosen to achieve the study's objective. According to the study, SMEs that have been operating for one year are more likely to choose social media as a channel that has more impact on their business performance and are followed by search engine marketing, social media marketing, and affiliate marketing. Aside from that, email marketing is an insignificant influence on business performance among SMEs in Jakarta, Indonesia.

Increasing Brand Awareness Through Digital Marketing Channel: A Case Study Of Bank BRG

This research aims to increase awareness of Bank BRG, a well-established Indonesian bank seeking leadership in group KBMI (Bank Groups based on Core Capital) III for retail customers, by identifying factors contributing to brand awareness through digital marketing channels. Using a business-oriented approach, data from public and internal sources such as the Bank BRG Marketing Campaign Report and Online Tracking and Social Media Analytics were analysed. Descriptive and inferential statistics assessed the current state of Bank BRG's brand awareness, identifying significant drivers. Key findings include a positive association between higher marketing budgets and targeting specific age groups with increased brand awareness, the importance of managing online reputation and addressing negative comments, and the identification of the most effective channels for building awareness. These insights have significant implications for Bank BRG and other banking and financial institutions looking to improve their digital marketing strategies and increase top-of-mind awareness among target audiences, ultimately benefiting their competitive market positions and enabling them to better serve their customers

The Impact of Digital Marketing Channels on Consumer Buying Decision

Recent reports show how Malaysians are increasingly turning to digital channels for purchasing and making decisions. However, some issues that arise in different digital marketing channels, including email marketing, search engine marketing, and social media marketing, can lead to negative consequences such as email overload, misinterpretation of search results, and the spread of false or offensive content. The study aimed to examine the impact of email marketing, search engine marketing (SEM), and social media marketing on consumer buying decisions. The study used a quantitative method, with 384 respondents from the region Johor, Malaysia, surveyed using convenience sampling. The results of the study indicated that email marketing has a negative relationship with consumer buying decisions, whereas search engine marketing and social media marketing have a positive relationship with consumer buying decisions. Therefore, the study recommends that marketers focus on digital marketing channels such as search engines and social media marketing to improve their marketing efficiency since they have a more significant impact on consumer buying decisions compared to email marketing.

Influence of Digital Marketing on the Buying Decision of Rural Customers in Thiruvananthapuram District

Digital marketing has become an increasingly important tool for businesses of all sizes, as more and more consumers are using digital channels to research and purchase products and services. However, the use of digital marketing in rural areas is still relatively low. This study investigates the influence of digital marketing on the buying decision of rural customers in India. The study found that rural customers are increasingly using digital channels to research products and services, but they are still less likely to purchase products and services online than urban customers. The study also found that rural customers are more likely to trust information from digital marketing channels that is provided by local businesses or businesses that have a strong reputation in the community. The study concludes that businesses can increase their sales in rural areas by using digital marketing to reach rural customers and by providing information that is relevant and trustworthy to rural customers

The Influence of Digital Promotion on Sales Enhancement for Entrepreneurs in the Textile Field through Social Media

Entrepreneurship is an inherent or genetic trait individuals possess, but it can also be developed through experience and education. Entrepreneurship does not always need to be cultivated intensively for individuals who have had an entrepreneurial spirit since an early age. All activities can be considered entrepreneurial activities for those with entrepreneurial talent from a young age. Entrepreneur utilizes all their abilities, such as capital, labor, and ideas, to achieve profits.
 Entrepreneurship plays a vital role in the economy, especially in the Micro, Small, and Medium Enterprises (MSME) sector, such as the garment industry. The growth of the garment industry in Indonesia continues to rise, along with the high demand for ready-made clothing and textile products. MSMEs, including garment production, have great potential to build economic growth. However, in the face of intense competition and increasing market demands, MSME players must have innovation, strength, thorough preparation, and adapt to the globalization trends to survive and thrive.
 The development of increasingly sophisticated technology has created a dependency on the Internet. Digital promotion through social media and online platforms has become an effective strategy for reaching the target market in this digital era. Digital marketing is disseminating information, persuading, and influencing purchasing decisions through digital media. Social media platforms like Instagram and Facebook are commonly used digital marketing channels.
 This study aims to explore the influence of digital promotion on sales in the garment business through social media. The research is conducted in the Kawalu District, Tasikmalaya City. The research methodology used is a qualitative approach involving direct interviews with garment business owners in the city. The research findings indicate that digital promotion through social media has a significant impact on increasing garment business sales. Several entrepreneurs experienced a sales increase of up to 400% after implementing digital promotion strategies.

Digital Marketing Channel and Celebrity Endorsement Analysis of Online Mutual Fund Purchase Decisions with Mutual Fund Performance Mediation

Digital Marketing Channel and Celebrity Endorsement Analysis of Online Mutual Fund Purchase Decisions with Mutual Fund Performance Mediation

Study on Digital Marketing and It’s Impact

Marketing is not an exception to this shift from analog to digital. The use of digital marketing, social media marketing, also search engine advertising is too rising in tandem with technological advancement. Digital marketing has made the most money because it mostly relies on the internet, and the number of people using the internet is growing quickly. The buying habits of consumers are changing, and digital marketing is now more popular than traditional marketing. The reason for this survey paper is to concentrate on the effect of advanced showcasing and how significant it is for the two customers and advertisers. This paper begins with an overview of digital marketing before focusing on the various digital marketing channels, the distinction between digital and traditional marketing, as well as the advantages, disadvantages, and implication of digital marketing in today's creation.

Consumer cynicism toward management’s handling of uncertainties a study in the aviation sector

Managing uncertainty, which is an inevitable reality in the working life of businesses, will inevitably benefit the success of the company. Looking at the sources of the concept of uncertainty in businesses; It is handled in four different categories as marked variability, predictable uncertainty, unpredictable uncertainty and chaos. The emergency and additional are necessary condition for a manager to be able to identify uncertainty and learn. When the consumer buys a brand, there may be inconsistency between the promises of the brand and the experiences obtained. The fact that the consumer, who has many negative feelings about the brand, has these thoughts is called consumer cynicism in the marketing process. It can convey the negative situation experienced by the consumer to other consumers through word of mouth or communication with digital marketing channels. With this study, it is tried to determine the effect of the cynicism thoughts of the consumer against a brand or product in the process of coping with the uncertainties of the management. Data were obtained from 410 participants by convenience sampling method. In the findings, the situation of the manager was effective in the process of the cynical thoughts of the consumers in the process of managing the uncertainties of the enterprise. Another striking issue is that demographically; men have a more cynical attitude. This can be easily resolved by the manager. Among other variables, besides education level, cynical behaviors are observed in some of the sub-variables of managerial uncertainty and age.

E-marketing, EWOM, and social media influencers' effects on Intention to purchase and custom-er’s happiness at Amman Stock Exchange

The goal of this study was to measure the main effects of e-marketing, e-WOM, and social media influencers on increasing the intention to purchase and enhancing customers’ happiness in the Amman stock exchange. 285 samples represented the research study samples which have been collected, analyzed, and used to discuss the research hypotheses. The research study gave results which showed that e-marketing, e-WOM, and social media influencers’ effects positively on increasing customers’ intention to buy and enhancing customers’ satisfaction and happiness. This research represented each main research variable through its main keys, this research represented e-marketing through internet usage benefits received, simple use with low cost, and behavior and action. The second main variable is the e-WOM, and it is represented in this research through: satisfaction, dissatisfaction and perceived novelty. The third main variable is the social media influencers and it’s represented by: expertise, trustworthiness, and attractiveness. The main output of this study is represented that using digital marketing channels, with knowing peoples’ opinion, and following social media influencers can give customers ability to decide which product have to buy in the way which they can get the maximum benefits. The novelty of this study lies in giving more details about the effects of e-marketing, e-WOM, and social media influencers which are still new fields, and it needs more research for discovering all dimensions. Also, this research is useful and innovative based on choosing the field of this study and it is the Amman stock exchange which can help people to know useful information about the nature of stock investment.

Influences of Digital Marketing in the Buying Decisions of College Students in Ramanathapuram District, Tamilnadu, India

This research investigates the influence of digital marketing channels on purchasing decisions among college students in Ramanathapuram District. The study highlights that social media marketing, online advertising, and mobile marketing exhibit substantial positive effects on purchase decisions. However, email marketing's impact appears to be more complex. Moreover, the study explores how demographic variables like gender and academic level shape these effects. Notably, freshman students display varying susceptibility to specific digital marketing messages compared to their junior, senior, or graduate counterparts. These findings offer crucial insights for marketers aiming to tailor their strategies effectively to the preferences and behaviors of college students. By understanding the differential impacts of various digital marketing channels and considering demographic nuances, marketers can refine their approaches, optimize engagement, and ultimately enhance the effectiveness of their campaigns in targeting this demographic.

Brand equity in digital marketing: what does it mean in the health sector and how does it affect consumer decisions?

Businesses are trying to achieve efficiency in marketing by using digital channels consisting of internet, social media and mobile platforms. The increase to be seen in the annual turnover of an enterprise, as well as the awareness of the brand, the interaction with the customers shows the brand equity. In other words, tangible and intangible assets are also related to brand equity. Here, the power of influence in the market, the customer's perception of value and brand loyalty are seen as factors affecting the situation. As a general concept, the health sector is the formation that deals with individuals and organizations that involve all phases from the production of health-related goods and services to consumption. It is formed by the decision of the consumer in the stages consisting of five steps taken up in the decision-making process of the consumer who needs a service or product. The aim of this study is to try to determine how consumers in the health sector have an effect on the decision-making process in order to understand the value that the consumer shows about a product or service about a business in digital marketing, which is the most important commercial shopping channel of today. In this direction, in order to obtain the necessary information about the field, data were collected from internet users in Istanbul using a Google form. These data were analyzed by applying t test and Anova test in SPSS system. As a result, a positive result has been reached as the effect of brand equity on consumer decision making in the health sector. It has been concluded that consumers give more importance to digital marketing channels and that this area should be more focused on in the health sector.

ОЦЕНКА ИСПОЛЬЗОВАНИЯ ЭЛЕКТРОННОГО МАРКЕТИНГА В СИРИЙСКИХ ИСЛАМСКИХ БАНКАХ

The development of e-business and digital technologies opens up new opportunities for the promotion of financial products and services, including in the field of Islamic banking. At the same time, for Syrian banks, especially those operating on Shariah principles, the use of electronic marketing tools (electronic advertising, promotion on social networks, mobile banking, etc.) opens up prospects for expanding customer access to financial services. The article discusses the possibilities of using electronic marketing for Islamic banks in Syria. The most effective tools for digital promotion of banking products and services, such as mobile banking, online advertising and SMM, are analyzed. To assess the current state and prospects for the use of digital communication channels, it is advisable to conduct an assessment of the use of electronic marketing in Islamic banks in Syria using a proven methodology developed earlier by the researcher. The data obtained during the study will help bank management make informed management decisions, including in the field of marketing, which will ensure the stability of the banking system in conditions of political uncertainty. It is expected to assess the current level of use of digital marketing channels by Islamic banks in Syria, determine the most effective tools, and analyze factors that promote or hinder the introduction of digital technologies in banking. Based on the data obtained, recommendations will be formulated for the further development of electronic marketing in Islamic banks of the country.

Impact of Digital Marketing on Consumer Behavior in Pokhara

In this era of digitization, where everything is just a click away from us, marketing has evolved a lot. With the increased use of technology, smartphones, the producers of goods, can now reach consumers all over the globe. Thus, reaching out to consumers through the internet is digital marketing. Digital marketing, therefore, has an incredible influence on people’s interaction, work, purchases, and life habits. It is cost-effective too on the parts of the sellers and buyers. Thus, the present study examines the effectiveness and impact of digital marketing on the consumers’ behaviour in Pokhara city. The questionnaires were administered based on the purposive sampling method and obtained data from the respondents in Pokhara city. One hundred and seventy-two questionnaires were distributed, and 150 available samples were collected, except incomplete questionnaires, resulting in a response rate of 87.2 percent for all who chose to participate. Findings indicate that e-mail has a profoundly negative influence on consumer behaviour. Mobile, as a digital marketing channel, harms consumer behaviour. Social media marketing, SEO, and SEM affect consumer behaviour. Social media marketing is the most influential variable in consumer behaviour. We notice that the most significant effect on the consumer decision is in the evaluation state. This can be due to the social media marketing and the SEO and SEM channel directed to the consumer who has already been searching for the product.

Drawn to the gloss: Examining the effect of product reflection on product aesthetics

AbstractWhile advertising products with reflections is a common industry practice, this research is the first to investigate their impact on product aesthetics. Reflections are endowed with an inherent shine since they are naturally formed by the interaction of light with an object and a reflecting surface. We draw upon this property along with Evolutionary Psychology (EP) research documenting an intrinsic human attraction towards gloss to predict their positive effect on product aesthetics. Further in line with the EP principles, we propose that this effect is mediated by enhanced pristineness perceptions about the product in the presence of its reflection in the ad. Finally, we draw upon the Elaboration Likelihood Model (ELM) to identify product design complexity as a boundary condition for the positive effect of reflection on product attractiveness perceptions. For a product with relatively high (vs. low) design complexity, with design being the focal aspect that is elaborated via a central route, we predict the effect of a peripheral stylistic cue like product reflection to attenuate. Three experimentally designed studies employing different product types offer empirical support to these predictions. Our work extends prior marketing research studying the effects of executional elements in advertising on consumers' product reactions, particularly the aesthetic impact of product reflections as creative stylistic cues. The managerial implications of this work span both traditional and digital marketing channels. Incorporating a product reflection in advertising can work as an easy‐to‐implement option that can help practitioners elevate product pristineness and aesthetics. On the other hand, avoiding their use when advertising products with relatively complex designs can save both ad space and money.

Channels of Digital Marketing in Maritime Education –A Review on Cadets Decision Making

Purpose: With reference to cadets' decision-making on a maritime career, the goal of this research is to identify the digital marketing channels in maritime education. Design/Methodology/approach: The data for the descriptive study was gathered from maritime education cadets attending in private maritime universities. Using a structured questionnaire and the convenience sampling approach, 60 respondents were chosen as the study's sample size. Findings: The results of the empirical investigation show that the target group under study has a high level of awareness regarding digital marketing channels in maritime education. Practical Implications: To be familiar with digital marketing platforms and their profound influence on cadets' decision-making in maritime education. Originality/Value: The impact of cadet decision-making in maritime education utilizing digital marketing has been examined using descriptive and t-test analysis. Type of the Paper: Empirical Study.

Transformation of digital marketing tools in the new socio-economic conditions

The article identifies the main Russian, European and American developers of digital marketing channels and tools, analyzes the existing digital marketing tools in Russia, highlights the restrictions that apply to Russian businesses and consumers. Special attention was paid to statistical data on the use of digital marketing tools, software, mobile applications, contextual, banner, and targeted advertising on the Internet. The need for the transition of Russian business to domestic digital marketing tools is noted, while the need to improve existing tools is emphasized. In conclusion, recommendations are given, ways of development are highlighted for the further transformation of digital marketing tools in Russia.

Project Based DMC (Digital Marketing Channel) Learning Development to Growing DMC Ability of Management Students FEB Unisma

Purpose: This study aims to produce a project-based DMC learning model and use it as a learning reference to improve the quality of learning and be able to grow students' DMC abilities.
 Methodology: The design of this study is a research and development model based on research. Design based research is a methodology to understand how, when, and why learning innovations are designed, implemented, and evaluated. There are four stages of activity, including identification of needs, preparing designs and prototypes, conducting validation tests and improving prototypes, perfecting the final product.
 Findings: The results showed (1) that there was no balance between theory and practice; (2) the validation test found that the objectives, content of the material, and learning presentations in terms of content and language were very good, while the appearance was classified as good; (3) the final product test shows the results of the student portfolio assessment are very good; (4) revision of the final product is carried out in the section on the instructions for using the DMC learning model. 
 Implications: The development of this project-based DMC learning model is only developed in an effort to improve the quality of digital learning marketing.
 Practical implications: DMC practice is only internalized through -based DMC learning project. 
 Originality/value: The resulting product can be used as a digital learning reference marketing to grow students' DMC skills, so that obtained learning outcomes in accordance with the objectives of MBKM.
 Paper type: Research paper

Exploring digital marketing in entertainment industry: a case of a digital music platform

Purpose- This study aims to investigate entertainment marketing activities in the digital entertainment era. In doing so, this study targets to explore digital entertainment marketing activities and strategies. Methodology- The study employs a qualitative method designed as an explorative study. Case study is conducted as a research method. A purposive sampling method is performed. Purposive sampling methods are used to discover and explain facts and events. Typical case sampling which is one of the purposive samplin is conducted. In this method the most typical cases are chosen among a series of cases where a new application or innovation is wanted to be introduced by the researcher. Data is collected by the semi-structured interview technique with the chief marketing officer of a dıgital music platform application. Findings- Digitalisation is the most succesful tool of information and communication technology. Findings reveal that digital consumer engagement is one of the essential methods to keep consumers' dynamism in the digital entertainment era, because of the consumers’ tastes and needs change fastly. Also, personalized content enable consumers to have a great experience. So, digital consumer participation and digital entertainment marketing related with the conseumer satisfaction. On the other hand, due to its' nature, convergence has a tremendous impact on digital entertainment marketing. It is also essential to decide what content will be marketed and who will be the target audience. Moreover, because the Internet removes the limits, globalization of the digital entertainment marketing strategies bring remarkable differentiation. Conclusion- Digital entertainment businesses must be dynamic to keep consumers on the conduit due to the short life cycle of the content. Digital marketing channels are quite effective channels to convey the marketing message. Social media usage is the one of the most effective methods for promotion activities. Social media utilization and using influencers as marketing campaigns significantly sustain the business and profitability. Keywords: Entertainment marketing mix, digitalization, digital entertainment, social media usage, typical case sampling. JEL Codes: M30, M31, M39

A Co-Word and Co-Citation Analysis of Digital Marketing Research

As one of the most recent forms of marketing, digital marketing has emerged as the fastest-growing sector of the industry. A large number of academic studies have been published on different aspects of this field. The main objectives of this paper are to illustrate the evolution of the marketing field, examine the research focuses, and identify the future trends of digital marketing research using a combined bibliometric approach of co-word and co-citation analysis. Using the Web of Science (WoS) database, a representative set of 254 academic publications was selected and analyzed by VOSviewer software. The co-citation results represent four main research clusters, including digital marketing and business performance, opportunities and challenges, digital marketing development and research methodology, and digital marketing and customer behaviour. Similarly, the results of the co-keyword analysis reveal six themes, including foundation, digital marketing implications, digital marketing channels, content marketing, business sectors, and emerging trends.

A STUDY ON DIGITAL ENTERTAINMENT MARKETING: THE CASE OF A DIGITAL MUSIC PLATFORM

Purpose- In the study, the subject of entertainment marketing is investigated, while the entertainment industry is discussed. However, this study aims to examine the effect of digitalization in entertainment marketing by researching new entertainment concepts throughout digitalization. Furthermore, the digitalization of the entertainment industry and to reveal its conversion, digitalization and its marketing in the music industry is examined. Methodology- Due to the study being designed as exploratory research, the case study method is used. As a research method, the case study method allows for an in-depth understanding of the cases, while focusing on a specific subject, it requires examining the conceptual structure of the cases. Accordingly, the study employs one of the purposive sampling methods, the typical sampling method. Typical case sampling is conducted by choosing one or more of the most typical cases among a series of cases where the researchers aim to introduce a new application or innovation. In this context, a new digital music application is discussed as a typical case, the entertainment marketing applications of digitalization are revealed by trying to gain a perspective via this application. Findings- The analysis reveals that it is significant to exist in the digital world of the entertainment industry as differentiated from the competitors. On the other hand, it is emphasized that digital entertainment products, namely content, are perishable due to rapid consumption and rapid change in consumers' tastes and wants. Customization of the content and increased consumer engagement emerges as important strategies in digital entertainment marketing. Digital marketing channels are also important to choose the distribution channel of digital content, and successful promotional activities might be achieved, especially with the use of social media and influencers. Last but not least, the importance of adapting the marketing strategies of digital entertainment platforms to the global consumer is revealed. Conclusion- The product life cycle of digital entertainment content is short, and businesses must keep consumers dynamic to survive in the digital world. It is concluded that the implementation of user experiences such as personalization of content and consumer participation is important to increase consumer engagement in digital content marketing with typical case sampling applied through one-on-one interviews. It is also concluded that the content that corresponds to the product of traditional marketing is up-to-date and the convergence, which is one of the concepts of entertainment marketing mix and especially representing the use of technology is up-to-date, and it has a significant effect on the marketing of the content to stay dynamic and keep the users in the application. Keywords: Entertainment, digitalization, entertainment marketing, digital entertainment marketing, typical case sampling JEL Codes: M30, M31, M39