Digital Marketing Platform Research Articles

INFORMATION AND COMMUNICATION TECHNOLOGY TOOLS AND STUDENTS’ HEALTHCARE IN TERTIARY INSTITUTIONS IN EDO STATE

The global outbreak of Covid-19 in late 2019 and early 2020 altered how information and communication technology platforms and devices were used. Virtual learning was incorporated into traditional classrooms by schools, digital marketing platforms were purchased by marketers, online transactions increased in financial services, online ticketing was purchased by transportation companies, and so forth. People adopted digital technology as a way of life as a result of this. Most locals became heavy users as a result. Has this had a negative impact on Edo State citizens' access to healthcare in the post-COVID-19 era? The goal of this study is to determine whether digital technologies have any detrimental effects on students' access to healthcare in Edo State's institutions of higher learning. Three research questions and hypotheses were presented and developed to direct this investigation, and the survey research methodology was chosen. For this study, 900 respondents were chosen using the basic random sample approach. The Digital Technology and Healthcare Questionnaire is the tool used to gather data (DTFHQ). At the 0.05 level of significance, the hypotheses were tested using the Analysis of Variance (ANOVA). It was shown that students' health in postsecondary institutions is significantly impacted by their usage of ICT technologies. It is advised that the usage of ICT tools in many spheres of life be moderated in light of these findings. Furthermore, it is advised that medical professionals and home managers conduct an awareness training regarding the potential health risks associated with the use of ICT technologies.

Digital Marketing Communication Strategy For Sesek Woven Fabrics On A Digital Platform With A Marketing Approach Mix's 8p Sade Village Sasak Tribe Lombok

The digital marketing communication strategy for Sesek woven fabric on a digital platform with a marketing approach based on the Mix's 8P marketing model in Sade Village, Sasak tribe, Lombok was designed as an effort to increase the digital marketing needed by village girls. This research aims to identify and analyze the effectiveness of digital marketing strategies in promoting Sesek woven fabric, by integrating digital marketing platforms by adopting Marketing Mix's (8P) which involves product, price, place, promotion, people, process, physical evidence and customer participation. The research method was descriptive qualitative and in-depth interviews with Sade village girls craftsmen and consumers of Sade village woven cloth. The research results were obtained using Mix's 8P marketing model, the application of digital marketing strategies increases the visibility and sustainability of the marketing of Sesek woven fabric, which is unique and has cultural value, in the digital era. Practical implications and recommendations for further development in the context of digital marketing of local woven fabric products for village girls and Sesek woven fabric craftsmen

Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology applied to digital marketing

Decision-making in real-world scenarios faces uncertainty. Fuzzy theory has been a means to represent such uncertainty. In this study, we propose an approach that incorporates bipolarity into multi-criteria decision-making processes applied to digital marketing. The proposal considers both the positive and negative dimensions of data, leading to better-informed decisions. Our contribution integrates bipolarity into Pythagorean fuzzy matrices, a framework that broadens the utility of bipolar fuzzy theory. Through computational experimentation, we identify the most effective strategy for digital marketing platforms. When compared to existing techniques, our approach shows advantages, underlining its potential to improve decision-making in uncertain scenarios and offering insights for businesses that refine their digital marketing strategies.

Examining marketing cyber-security in the digital age: Evidence from marketing platforms

The current study aimed to examine marketing cyber-security (DDoS Attacks, Cross-Site Scripting, SQL Attacks, and passwords attacks) in the digital age by presenting evidence from digital marketing platforms. Depending on the quantitative approach and utilizing a questionnaire as a tool, (133) marketing managers in digital marketing companies in Jordan responded to an online questionnaire. SPSS was used to screen and analyze the gathered data. Results of the study accepted the main hypothesis, and it appeared that marketing cyber-security has a statistically positive influence on marketing platforms, in addition to that, it appeared that the highest influence of sub-variables was for the benefit of Structured Query Language (SQL) Attacks explaining 35.8% of the variation. This result meant that SQL attacks-security does have a statistically positive influence on marketing platforms. This hypothesis could be tested through various methodologies, for example, surveys, interviews, focus groups, and/or experiments. The study recommended that marketers should use role-based access to limit the data employees can access and regularly review their permissions. Further recommendations were presented in the study.

Exploring the key success factors: A case study of a digital marketplace platform for Brazilian small farmers

Small agricultural businesses are exposed to global competitive paradigms, and digital marketing platforms have a significant social and economic impact on their competitiveness. An analysis of current product marketplace platforms reveals that many of these platforms cease to exist in an average period of two to three years, which raises the research question: Do any of these platforms have a track record exceeding three years? If so, what are the key success factors that underpin their sustained viability? The objective of this case study is to identify and describe the key success factors of a commercialization platform in Brazil which directly connects small rural producers with their end consumers. Employing an interpretive qualitative approach, this empirical research presents a case study based on a theoretical analysis of the main success factors, examining their application within a Brazilian digital platform facilitating the trade of products between agricultural producers and consumers. The results emphasize key success factors for implementing innovative technology solutions in small agricultural businesses: a committed, supportive management team with visionary leadership; prioritizing market and stakeholder needs; maintaining strong customer relationships; and resource availability. Persistence, resilience, and learning from experiences were also identified as vital skills in the case study, contributing to the platform's long-term success.

Challenges and Strategies in Digital Marketing of Microentrepreneurs During the Covid-19 Pandemic

Digital marketing plays a pivotal role in expanding products and organizations, especially amidst the challenges posed by the COVID-19 pandemic. This study aimed to analyze the marketing challenges faced by microentrepreneurs and how digital marketing strategies alleviated their businesses during the Covid-19 pandemic. Thirty-one microentrepreneurs from the City of Imus, Cavite, participated in the study, providing information as to their demographic profiles, digital marketing strategies, and challenges encountered. The researchers employed purposive sampling and utilized a descriptive-correlational method to assess the relationship between digital marketing challenges and strategies. Questionnaires were distributed to the respondents through Facebook, Messenger, and Instagram, and data were analyzed using SPSS. Findings revealed limited issues related to product demand, loss of customers to competitors, or reaching target consumers, which may be attributed to the convenience and efficiency offered by digital marketing platforms. However, microentrepreneurs need to reassess their marketing approaches to address specific difficulties such as demand fluctuations, competitive pressures, and target consumer preferences. The correlation analysis revealed that there was no significant relationship between price and other variables of the study. However, a moderate positive correlation (r = 0.483) was observed between platform and promotion, indicating that increased platform utilization is associated with higher levels of promotional activities. Furthermore, while demand showed weak positive correlations with promotion (r = 0.039) and price (r = 0.150), there was a moderate positive correlation (r = 0.564) between demand and competitors, suggesting that heightened competition corresponds to increased demand.

Impact Of Emotional Factor Segmentation Generated By AI On Digital Marketing Platform

This paper explores using AI to perceive emotional motivators, the underlying factors that drive human emotions. The paper discusses the capacity of AI to revolutionize the way we interact with machines, mentioning examples of its use in Netflix's recommendation gadget, Spotify's personalized playlists, and customer support chatbots. It also examines AI techniques used for segmentation, including natural language processing (NLP), facial recognition and picture analysis, voice analytics, behavioral pattern evaluation, and social media sentiment evaluation. Finally, the paper discusses the forms of information used to pick out emotional motivators, together with user behavior facts, consumer demographics facts, person comments information, content metadata, and social media records.

Understanding Consumer Buying Behavior in Online Shopping: Exploring Transformative Trends in Digital Marketing Platforms through Innovation and Adoption for Sustainability

Understanding Consumer Buying Behavior in Online Shopping: Exploring Transformative Trends in Digital Marketing Platforms through Innovation and Adoption for Sustainability

Conceptual Model for Retail Distribution in Nanostores: The case of the Southwest of Barranquilla, Colombia

This article designs a conceptual model for the procurement and distribution processes in nanostores in the southwest of Barran-quilla, Colombia considering 256 nanostores. The data collection involved identifying the nanostores through a visit to the area and creating a data collection instrument with specific questions covering various variables. As a result of the model, the procurement process comprises stages such as ordering, order processing, preparation and dispatch, distribution, payment, return, and after-sales. The findings show that nanostores primarily use indirect distribution channels, establishing relationships with suppliers and placing orders directly or through sales agents. Based on the research findings, the article suggests implementing digital marketing platforms to facilitate order placement and delivery for nanostore owners, reducing their transportation costs and improving the condition of products received. This study contributes to understanding procurement and distribution dynamics in nanostores, providing valuable insights for nanostore owners, policymakers, and researchers, improving the operations and competitiveness of nanostores, benefiting both the local economy and the broader retail sector.

Influence of Digital Marketing on Purchase Decision A Qualitative Study on Pakistani Customers

Previous studies rarely focused on exploring the factors that influence Pakistani customers towards purchase decisions through digital marketing. This research will explore the factors that influence customer purchase decision in the Pakistan consumer market through digital marketing with the help of thematic analysis. This research will significantly drive implications for marketers over customer purchase decision and also helps the policymakers to identify the key factors for their specific products. The explored factors will also indicate customers’ behavioural approach of purchasing through digital marketing platforms. A qualitative research strategy has been embraced to lead this research exploration. Semi-structured interviews were conducted and thematic analysis was applied as a tool for this research after transcribing the interview data through NVivo QSR version 10. The themes are comprised of factors obtained during data analysis. The topics comprise Customer impulsivity is increased by digital marketing, price affects customers' buying decisions, the main variables influencing a customer's buying intention are social, psychological, personal, and cultural. Even though social impact influences decision-making in digital marketing, few studies have considered social influence in decision support systems since, until recently, social interaction data was not properly collected in digital marketing databases. Despite this, the clientele for digital marketing is gradually shifting from a transactional to a relationship-based culture.

Strategi Pemasaran Online Usaha Mikro Kecil Menengah (UMKM) CeuEm Frozen food Di Beji Depok dalam Menghadapi Persaingan Usaha

Background: Micro, Small, and Medium Enterprises (MSMEs) are important in the local economy, but the challenges of increasingly fierce business competition require effective marketing strategies. This community service research aims to increase the competitiveness of MSMEs by focusing on online marketing strategies. A case study was conducted on Cuem Frozen Food, an MSME in Beji, Depok, which faces significant challenges in expanding its market reach. Methods: Research involves needs analysis, training business owners, and implementing online marketing strategies through social media platforms and websites. Evaluation is done by monitoring sales performance, online customer interactions, and customer satisfaction surveys. Results: There was a significant increase in new customers and sales after implementing the online marketing strategy. Ceuem Frozen Food's success in facing business competition in the local market can be attributed to using digital marketing platforms, effective social media, attractive product displays, and direct interaction with customers via online platforms. Conclusion: Understanding and mastering online marketing strategies among MSME owners, especially Ceuem Frozen food in Beji, Depok, is an important factor in the success of their business, especially when facing business competition in the digital era.

The Influence of Customer Perceived Risk on Online Purchasing Intention: with reference to Fast fashion Retail industry in Sri Lanka

Consumers' lifestyles and behavioral habits have altered substantially since the advent of digital marketing platforms, which has a big influence on consumption. More significantly, despite the fact that internet buying has many benefits, some consumers are a little more skeptical about it. According to the literature, there are several restrictions that affect consumers' purchasing intentions for online consumption of retail fashions and a nation like Sri Lanka is not particularly strong for online transactions or online shopping. This study is primarily based on online consumers’ behavioral shopping intentions. The independent variable, customer perceived risk is comprised with Financial Risk, Product Risk, Information Security Risk, Time Risk, Psychological Risk and delivery Risk. This study uses the positivistic research paradigm and deductive approach. Accordingly, purposive sampling technique was used by delivering the 400 questionnaires to internet users in Colombo district. Accordingly, data were analyzed using SPSS software after removing outliers. To evaluate the data, the study employed descriptive statistics, correlation analysis, and regression analysis. According to the findings, Time risk was found to be not significant for purchasing online. Delivery Risk and Information security risk were the top-ranked determining variables among the major elements. Consequently, by reducing their perceived risk, this research assists in educating all dealers on how to draw clients to their online platform.

Digital Marketing Competency Analysis On MSME Sales Of Indigenous Papuans In Southwest Papua

The utilization of digital marketing platforms represents a crucial potential for the growth of Micro, Small, and Medium Enterprises (MSMEs) in facing an increasingly competitive market. Digital marketing entails marketing or promoting a brand or product through the digital or internet sphere. The extensive user base on the internet presents an opportunity to boost sales. However, many challenges confront business practitioners in adapting to technology, such as managing social media. These challenges are encountered by numerous Indigenous Papuan MSMEs in Southwest Papua, primarily due to limited competency in leveraging digital marketing to enhance sales. The research aims to identify the extent to which digital marketing competency influences the sales performance of Indigenous Papuan MSMEs in Southwest Papua. The findings indicate that MSMEs among the Indigenous Papuans in Southwest Papua have yet to achieve a significant level of digital marketing competency. Insufficient understanding and implementation of digital marketing strategies, such as SEO utilization, content analysis, and strong presence in social media, remain primary challenges. This underscores the necessity for further development efforts and education to strengthen digital marketing competency among Indigenous Papuan MSMEs, aiming to maximize their business potential. Furthermore, the relationship between competency and sales reveals suboptimality; a clear correlation exists between the level of digital marketing competency and the sales of Indigenous Papuan MSMEs in the Southwest Province of West Papua. Enhanced implementation of digital marketing strategies can positively influence the sales of these MSMEs, emphasizing the importance of enhancing digital marketing competency as a critical factor in supporting the growth and success of sales among Indigenous Papuan MSMEs in Southwest Papua.

Tahfiz Preneurship Governance Framework, Products, and Effective Marketing Strategies in Malaysia

Tahfizpreneurship is a term that encompasses both tahfiz and entrepreneurship with the goal of enabling private Tahfiz institutions (PTIs) in Malaysia to generate sustainable income for their survival and existence. The insufficiency of government aid, donations, and fees to fully cover the operational and governance expenses of PTIs contributes to the unfavourable societal impression of these institutions, which are often stigmatised as welfare and charity centres. Furthermore, the COVID-19 pandemic has resulted in the closure of numerous PTIs as a consequence of financial obligations and limits. Hence, the aim of this research is to develop a comprehensive Tahfizpreneurship Governance Framework and ascertain the range of products and successful marketing strategies employed by Private Tahfiz Institutions (PTIs) in Malaysia. The study's findings revealed the existence of seven distinct elements that comprise the Tahfizpreneurship Governance Framework. These elements include (i) PTIs Product, (ii) Financial, (iii) Economy, (iv) Education, (v) Integration, (vi) Strategies, and (vii) Challenges. These elements are further categorised into two main components, namely Tahfiz Education and Entrepreneurship. Furthermore, the range of products offered by tahfizpreneurship encompasses several sectors, such as livestock, aquaculture, agriculture, food, frozen items, and kitchen necessities. Additionally, tahfizpreneurship also provides services related to korban and aqikah, homestays, hajj and umrah, tourism agencies, and takaful insurance. These items are promoted through both traditional and digital marketing strategies, with a special emphasis on prominent social media platforms including WhatsApp, Facebook, Instagram, and YouTube. Additionally, the Yezza and EQ2U applications are used for marketing purposes. The efficacy of tahfizpreneurship has been demonstrated in its ability to offset up to 50% of the operational and governance expenses of PTIs. This achievement has enhanced the confidence of the community in the PTIs' capacity to produce independent revenue and effectively compete on both national and global scales. Nevertheless, the existence of distinct digital marketing platforms utilised by PTIs poses challenges in obtaining tahfizpreneurship products. Consequently, it is recommended that these various digital marketing platforms be consolidated into a unified entity known as a One Stop Centre (OSC), exemplified by platforms like Shopee and Lazada. This endeavour is anticipated to enhance the survival rate of PTIs in Malaysia and effectively contribute to the realisation of the National Tahfiz Education Policy’s (NTEP) objective of producing 125,000 huffaz by 2050.

THE CONTRIBUTION OF SOCIAL MEDIA LIVE STREAMING TO INCREASING IN SALES FOR SMES IN SOLO RAYA

In the increasingly advanced digital era, digital marketing has become one of the most effective and affordable marketing strategies for businesses. It has become a crucial element in modern marketing strategies to enhance consumer engagement and boost sales. One of the most widely used digital marketing platforms by Micro, Small, and Medium Enterprises (MSMEs) today is through social media channels such as Instagram, Facebook, and TikTok, utilizing the Live Stream feature where consumers can interact directly with sellers. With Social Media Live Streaming, MSMEs can expand their market reach and interact directly with customers, thereby positively impacting sales. Therefore, the aim of this research is to analyze how effective and significant the contribution of Social Media Live Streaming is in increasing sales and profits for Micro, Small, and Medium Enterprises. The research method employed in this study is qualitative, where data was collected through careful observation. This approach involved detailed descriptions within a deep context, complemented by notes from interviews, as well as the analysis of records and documents. The results of this research indicate that the use of live streaming on social media does not have a significant impact on increasing sales for SMEs in Solo Raya

Analysis of Marketing Strategies of Cross-border E-commerce Platforms in the United States-Shein

The US has the largest economy in the world and possesses one of the largest e-commerce markets in the world. Many Chinese companies that are searching for greater space for development target the US market as new chances, derived from many successful digital marketing platforms like Tiktok, Temu, Shein, and so on. Among them, Shein has surpassed the local brand Amazon more than once for being the most downloaded App in the US. Shein has now been recognized as the top 1 fast-fashion digital marketing platform in the US market and its capital market validation has reached 300 billion RMB in 2021. This research selects Shein as a case study to analyze the key factors of Shein's successful market plan in order to expand the advanced strategy into other Chinese companies, through the perspective of Shein's brand positioning, C2M model, targeted audiences choice, DTC platform, SEO development, digital marketing strategy-influencer marketing (micro-influencer.

Determinants of online shopping behavior for organic vegetable products through digital marketing platforms

This research aims to analyze factors that can influence online organic vegetable purchasing behavior through digital marketing platforms. The sample of respondents in this study used a quota sampling technique, consisting of 10 shops/outlets that sell organic vegetables online. From the 10 shops/outlets, 20 respondents were obtained for each, so the number of respondents in this study was 200 people. The analytical method used is PLS Structural Equation Modeling (SEM) analysis. The results of this research show that consumers' online buying interest in organic vegetable products is directly influenced by personal factors and consumer psychological factors and indicators of interest in using the technology acceptance model, but is not influenced by cultural factors, social factors and consumer technology acceptance model factors . The factual online purchasing factors of consumers of organic vegetable products are directly influenced by personal factors and consumer buying interests.

Digital Marketing Practices and Economic Sustainability of Hotels in Bayelsa State

Hotels as agents of economic transformation are often embroiled in competition. With the emergence of the internet, majority of these hotels now adopt digital marketing platform to contend with competition. The study sought to examine the contributions of digital marketing practices to the economic sustainability of hotels in Bayelsa state. This paper is specifically posed to ascertain the extent of online advertising in ensuring economic sustainability, to examine the influence of email marketing in enhancing economic sustainability and to explore the implication of adopting social media for marketing purposes on the economic sustainability of hotels. The population of study are the entire hotels in Bayelsa state while the assessable population are the ten topmost rated hotels with websites. The cross sectional survey design was employed in this study. Sixty (60) copies of questionnaire were purposefully self- administered on the respondents in their various hotels. From the 60 copies of questionnaire administered, 54 were found usable. This represents about 85% return rate. The collated data were analysed with mean and standard deviation while the formulated hypotheses were tested with the aid of STATA 15 using ordinary least square regression at 0.05 level of significance. The findings shows that all the forms of digital marketing exert positive and significant influence on economic sustainability of hotels. This paper conclude that hotels engagement of digital marketing contribute significantly to its economic sustainability. In the light of foregoing, this paper recommend among others that hotels develop interactive websites and continuously upgrade it to become user friendly.

PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PADA MEDIA SOSIAL TIKTOK DEAR ME BEAUTY

Advances in technology introduce various media that can be interpreted as a communication platform, one of which is the internet. There is a main reason users on the Internet is to find information, it provides many opportunities for consumers who rely on eWOM. Tiktok is one of the social media that which functions as a digital marketing platform by Dear Me Beauty. The objective of this research ispfurther study the influence of e-WOM on TikTok towards the intention to buy Dear Me Beauty on TikTok. This research utilize quantitative methods with the aim of descriptive and causal research. Researchers distributed questionnaires through google form with a total of 401 respondents. The sampling techniqueaused was non-probability sampling with purposiveasampling. Data analysis technique utilize Partial Least Square (PLS) Structural Equation Modeling (SEM). The results of this study are the Information Quality has a positive and significant effect on Information Usefulness, the Information Quantity has a positive and significant effect on Information Usefulness, Information Credibility has a positive and significant effect on Information Usefulness. The Usefulness has a positive and significant effect on Information Adoption, and the Information Adoption has a positive and significant effect on Purchase Intention.

Digital Communication and the Crisis Management in Hotel Management: A Perspective in the Euroregion North of Portugal and Galicia (ERNPG)

The current unprecedented globalization of the social economy, with worldwide mobility of people, products and services in an increasingly connected market and society, has promoted the rapid geographic spread of the coronavirus (i.e., crisis management) outbreak, negatively affecting tourists’ behavior and their well-being, whether due to restrictions imposed by governments on international travel, or due to tourists’ fear of catching the disease. This manuscript aims to understand how digital communication has helped the tourism industry in general and the hotel context in particular to face the negative consequences caused by the new coronavirus pandemic. The development of the research followed a qualitative methodological approach, constituting an exploratory study, based on four semi-structured interviews with managers of hotel establishments, located in the Northern Region of Portugal and Galicia. As main conclusions, it is possible to highlight that digital communication and the use of social networks were fundamental tools for hotel establishments during the pandemic caused by COVID-19, especially during the confinement period, when establishments had to close, many of them completely. There were many changes brought about in the tourism industry in the Euroregion of Northern Portugal and Galicia (ERNPG), with an increase in domestic tourism, a decrease in the external market and a change in tourist profile and behavior, whether due to sanitary and public health issues that induced fear of travel, or by the measures imposed by the government that prevented such trips. According to the strategies implemented by the hotel establishments, the intensification of digital communication use and social networks stands out, since, for a long time, it consisted of the only connecting tool between the hotel and its customers and the initiatives of the Regional Entities and Turismo de Portugal (regional and national DMOs), through numerous training courses in the area of digital marketing and the implementation of hygiene, sustainable and safety measures in hotel establishments. Regarding the future of tourism, it is expected that it will recover in the coming years and approach the historical values of previous years, given the advance in vaccination against the disease and the tourist’s desire to travel. In the short term, strategies are expected from hotel establishments that include valuing the destination on digital marketing platforms through attracting qualified human resources and a commitment towards tourism sustainability.