Impact Of Digital Marketing Research Articles

Exploring the mediating role of brand trust in the impact of digital marketing and online reviews on purchase decisions for beauty products: A case study on students in solo

The rapid development of information and communication technology has significantly altered the way consumers interact with brands. In the digital era, digital marketing has emerged as a primary strategy for companies to reach consumers and promote their products. The beauty industry, in particular, has undergone a major transformation, with digital marketing and online reviews playing crucial roles in influencing consumer purchasing decisions. This study focuses on exploring the mediating role of brand trust in the relationship between digital marketing, online reviews, and beauty product purchasing decisions among university students in Solo, Indonesia. The research aims to provide insights into how brand trust, as influenced by digital marketing and online reviews, impacts consumer behavior. The findings are expected to help beauty brands in enhancing their digital marketing strategies and improving brand trust among young consumers.

Strategy to Improve Business Performance of Palm Oil Sector in Merangkai Village, Dayun District, Siak Regency: Impact of Digital Marketing and Marketing Strategy

This study aims to measure the influence of digital marketing and marketing strategies in improving the business performance strategy of the palm oil sector in Merangkai Village, Dayun District, Siak Regency. The study used a quantitative approach where primary data was collected through a survey of 35 respondents, and the Partial Least Square (PLS) statistical technique was used to process the data. The study's results confirmed that digital marketing had no significant influence on the business performance of the palm oil sector. The marketing strategy variable impacts the business performance of the palm oil sector. Still, some other factors or variables influence the business performance variable of the palm oil sector in Merangkai Village, Dayun District, Siak Regency.

The Impact of Digital Marketing and Brand Awareness on Purchasing Decisions with Brand Image as an Intervening Variable at 3-Star Hotels in Makassar

Abstract Background: Research on Digital Marketing, Brand Awareness, and Brand Image is necessary to determine which indicators most effectively influence consumer purchasing decisions. Previous studies have shown varying results, underscoring the importance of revisiting these variables. Differences in indicators for each variable, as well as the specific context of 3-star hotels in Makassar, contribute to the uniqueness of this research. Methodology: The population for this study includes guests staying at 55 3-star hotels in Makassar. The sample size, determined using the Isaac & Michael method, is set at 349 respondents. The research employs a descriptive quantitative approach and statistical data analysis. Data collection is conducted through surveys using questionnaires. Data analysis techniques include path analysis, with stages involving Outer Model Testing, Goodness of Fit Model Testing, and Inner Model Testing using Smart PLS. Findings: Brand Awareness has a positive but insignificant effect on Purchasing Decisions. Digital Marketing has a negative and insignificant effect on Brand Image. Digital Marketing has a negative and insignificant effect on Purchasing Decisions through Brand Image. Conclusion: Brand Awareness can impact purchasing decisions, although the effect is not significant, and Digital Marketing does not significantly affect either purchasing decisions or brand image. Therefore, 3-star hotels should improve their Brand Image and Digital Marketing performance and consider other variables and strategies to build a strong and positive brand image in the eyes of consumers. Keywords: Digital Marketing, Brand Awareness, Brand Image, Purchasing Decisions, Star Hotel

DIGITALISASI UMKM : UPAYA PENINGKATAN USAHA MIKRO KECIL MENENGAH DESA WINDUSARI

In the industrial era 5.0, technology is developing rapidly throughout all levels of society. The benefits of technology can already be felt in everyday life. Such as the activities of Micro, Small and Medium Enterprises (MSMEs), in running their businesses they have digitized by marketing online. The aim of this research is to examine further the impact of digital marketing on increasing the sales volume of MSMEs in Windusari Village. The analysis used is descriptive qualitative using a triangulation model, namely a mixed method of interviewing and observing MSMEs actors. The results of this research indicate that digital marketing has not been fully utilized optimally by MSMEs in Windusari Village. This is because most of the business actors in Windusari Village are elderly mothers for whom technology has not been well absorbed. Even though its use is not yet optimal, digital marketing can make it easier for MSMEs to provide information and interact directly with consumers, expand market share and increase sales volume for MSMEs in Windusari Village.

Impact of digital marketing on consumer purchasing behavior in Kathmandu Valley

This study examines the impact of digital marketing on consumer buying behavior in Kathmandu Valley. Consumer buying behavior is the dependent variable. The selected independent variables are email marketing, online advertising, social media marketing, video marketing and influencer marketing. The primary source of data is used to assess the opinions of the respondents regarding impact of digital marketing on consumer buying behavior in Kathmandu Valley. The study is based on primary data with 100 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of digital marketing on consumer buying behavior in Kathmandu Valley. The study showed that online advertising has a positive impact on consumer buying behavior. It implies that better online advertising stimulates the buying behavior of the consumer. The result also reveals that social media marketing has a positive impact on consumer buying behavior. It implies that better social media marketing stimulates the buying behavior of the consumer. Moreover, video marketing has a positive impact on consumer buying behavior indicating that better video marketing, stimulates the buying behavior of the consumer. Furthermore, email marketing has a positive impact on consumer buying behavior indicating that better email marketing stimulates the buying behavior of the consumer. Similarly, the result also showed that influencer marketing has a positive impact on consumer buying behavior. It indicates that better marketing through popular influencer stimulate the buying behavior of the consumer.

The Impact of Digital Marketing on the Competitiveness of Sports Businesses: Through Competitive Intelligence and Entrepreneurship

The Impact of Digital Marketing on the Competitiveness of Sports Businesses: Through Competitive Intelligence and Entrepreneurship

The Impact of Digital Marketing on Consumer Behaviour

Abstract The use of communication techniques in marketing has become a fundamental component of effective marketing policy, representing an element of differentiation from the competition, which leads to obtaining, on the one hand, a competitive advantage, and on the other hand, to the consolidation of a long-term relationship with the consumer, ultimately determining their loyalty, with a notable effect on the financial outcomes of the organization. The selection of appropriate communication tools and channels, tailored to the interests of the targeted consumer segment requires a considerable effort on the part of marketers in the direction of deciphering consumer behaviour, understanding the influencing factors that shape it in the current economic and social climate, in which the use of digital technologies represents the most suitable means of initiating and conveying messages to consumers, as well as from consumers to the organization. The present study aims to emphasize the importance of using digital communication tools on the orientation of the purchase decision towards the products/services of an organization, without excluding, however, the need for an adequate use of traditional marketing communication tools. In the present article, the impact on consumer behaviour is analysed based on research from secondary data sources.

Impact of digital marketing on the growth of SME manufacturing businesses in Kosovo

This paper aims to investigate the impact of digital marketing on the growth of manufacturing SMEs and the impact of business size and managers’ capability of using digital marketing tools as the most effective technique to communicate directly with clients. SPSS statistical software is used to process the data collected via the questionnaire instrument during the interviews with SME manufacturing managers and business owners. For the verification of statistical hypotheses, the respective patterns of linear multiple regression are constructed. The findings show that the use of digital marketing tools has a positive impact on the growth of annual business turnover. The impact of digital marketing on increasing employee numbers and business size is seen as positive, especially when it is associated with increasing levels of education among managers and owners of manufacturing SMEs. These results imply that manufacturing businesses need to use digital marketing tools and develop capabilities that enable them to increase their business in size and be financially competitive. This work extends the development of a different and comprehensive framework to understand how manager competencies and digital marketing tools affect manufacturing companies.

The Impact of Digital Marketing, Price and Product Quality on Coffee Shopping Interest in The Coffee Shop

Bali is an exotic island in Indonesia, famous for its stunning natural beauty, rich in culture, the island is known as the “Dewata Island”. Besides its natural beauty Bali is also known as one of the best specialized coffee producers in the world. Bali Coffee has also become one of the leading agro industries in the Bali region. Bali coffee is a very promising commodity because its addictive nature makes it difficult for its fans to abandon this bitterly aspiring drink. The study aims to explore respondents' views on factors such as digital marketing, price and quality of products against interest in buying Coffee at Coffee Shop in Karangasem district. The research method used is quantitatively descriptive samples in this study are 100 people. On the results of the tests that have been carried out against the digital marketing variable (X1) against the buying interest variables (Y) where the influence that occurs is positive, on the result of the testing that has been done against the price variable, (X2) against the buy interest variable(Y), where the impact that occures is positive. On the test results that have taken place against the quality variable of the product (X3) against the purchase interest variabel (Y), digital marketing, price and quality of the products individually or jointly have a positive influence on the coffee shopping interest in the coffee shop in Karasemang district.

A Narrative Review on the Impact of Digital Marketing on Students and their Admissions to Higher Educational Institutes in India

A Narrative Review on the Impact of Digital Marketing on Students and their Admissions to Higher Educational Institutes in India

The Impact of Digital Marketing on Tourism in Albania

The Impact of Digital Marketing on Tourism in Albania

Impact of Digital Marketing on the Customer Perecptions Related to Brand

Impact of Digital Marketing on the Customer Perecptions Related to Brand

AN ANALYTICAL STUDY ON CONSUMER AWARENESS AND PERCEPTION OF HOSPITALS' DIGITAL MARKETING EFFORTS

This study explores consumer awareness and perceptions of digital marketing strategies employed by hospitals, focusing on social media presence, email newsletters, online advertisements, and their impact on understanding hospital services. As hospitals increasingly turn to digital platforms to reach patients, understanding consumer responses to these strategies is critical for effective engagement. The research utilizes a quantitative approach, with a sample of 65 respondents. Data were collected through a structured questionnaire, measuring awareness and perceptions of hospital digital marketing initiatives. The study tests three hypotheses related to consumer awareness of hospitals on social media, email communications, and online advertisements using one-sample t-tests. The results reveal a high level of consumer awareness regarding hospitals' social media presence and online advertisements, with mean scores significantly above the neutral value of 3. However, awareness through email newsletters and digital communication channels showed no significant difference from the neutral point, indicating a lower engagement level. These findings align with previous research indicating the increasing role of digital marketing in healthcare but suggest that certain channels, like email marketing, may require more attention. The study contributes to the literature on healthcare marketing by highlighting the importance of targeted digital strategies to improve patient engagement and awareness. Managerial implications suggest hospitals should strengthen their digital presence, particularly in underutilized channels, and develop personalized marketing approaches. Limitations of the study include the small sample size and geographical focus, with recommendations for future research to examine broader populations and the impact of digital marketing on patient decision-making and hospital choice.

Impact of Digital Marketing on Customer Acquisition in Nigeria

Impact of Digital Marketing on Customer Acquisition in Nigeria

The Impact of Digital Marketing on Social Media Influencers' Purchasing Intentions among Adults and GenZ.

This study seeks to explore the effect of digital marketing specifically by social media influencers on consumer behaviour of adults and Generation Z (Gen Z). It was found that Instagram is the most popular platform for influencer engagement with a 79% usage rate in both groups. Additionally, 84% of respondents who are from the adult population as well as those belonging to Gen Z have come across promotional content done by influencers. Similarly, 61% among grownups while 64% within this age bracket sometimes buy products after they have been recommended by these individuals. The research highlights importance authenticity and relatability play in establishing trust as well as calls for companies to adjust their marketing approaches considering current tight competition within digital space.

Impact of Digital Marketing in Building Brand Awareness and Engagement

Digital marketing has transformed how brands communicate with customers, greatly increasing brand exposure and engagement. This study investigates the effectiveness of digital marketing tactics such as social media marketing, content marketing, search engine optimization (SEO), email marketing, and pay-per-click (PPC) advertising in raising brand awareness and engaging customers. This study examines current literature and case studies to demonstrate how digital marketing allows firms to reach a larger audience, tailor interactions, and engage with consumers in real time. The findings show that good digital marketing tactics can improve brand visibility, consumer relationships, and customer loyalty. The report also provides essential indicators and methods for measuring the performance of digital marketing campaigns, emphasizing the relevance of data analytics in optimizing marketing efforts. Overall, this study emphasizes the importance of digital marketing in contemporary brand management and its ability to create long-term corporate growth. Keyword: · Digital Marketing, Brand Awareness, Customer Engagement, Social Media Marketing

Impact of Digital Marketing in Pharmaceutical Industry

Digital marketing is an essential tool these days to build the image of any organization in the market and among customers. Digital marketing helps to provide basic knowledge about the organization through different posts and updates on social media. Digital marketing helps the organization post the feed and update their customers with activities and services. Digital marketing refines the brand image and provides the organization with proper information about the choices of customers. The pharmaceutical industry is a part of the healthcare industry, which is engaged in the manufacturing of medicines. The pharmaceutical industry is growing day by day. The pharmaceutical industry is also moving towards digital marketing as the competition is increasing day by day with different challenges. Digital marketing is helping the organization provide services to upgrade customers' knowledge. The pharmaceutical industry is following FMCG companies to understand digital marketing and how to upgrade the organization and product through different platforms. The pharmaceutical industry is adopting different digital marketing strategies to promote its brand and organization on different social media platforms. By utilizing digital marketing, pharmaceutical companies can reach a wider audience and engage with customers in a more personalized way. This allows them to stay competitive in the market and adapt to changing consumer behaviors.

The Impact of Digital Marketing and Innovation on Marketing Performance is Influenced through the Development of a Competitive Advantage

Objective: The aim of this research is to explain how Micro Small Medium Enterprises (MSMEs) implement digital marketing and innovation, achieve competitive advantage, and improve marketing performance. The study also examines how digital marketing and innovation influence marketing performance through competitive advantage. This study centers on detailing and examining these aspects, involving an investigation carried out on small-scale food and beverage entrepreneurs in Bekasi, Indonesia. Theoretical Framework: Este estudo está fundamentado na Teoria da Visão Baseada em Recursos. Ele enfatiza a importância das capacidades dinâmicas, que são a habilidade de uma empresa ajustar seus recursos e capacidades para se manter competitiva em condições de mercado em constante mudança. As organizações podem manter sua vantagem competitiva e alcançar sucesso a longo prazo ao adaptar-se continuamente e introduzir novas ideias. Method: This study utilizes quantitative methodologies. 100 food and beverage micro business owners were surveyed using the simple random sampling method. The PLS technique is utilized in the data analysis process. Results and Discussion: The findings indicate that competitive advantage is positively impacted by digital marketing and innovation. Digital marketing also has a beneficial impact on marketing effectiveness. Competitive advantage plays a role in connecting digital marketing with marketing performance, as well as linking innovation with competitive advantage. Innovation does not impact marketing performance. Research Implications: Entrepreneurs must integrate digital marketing to enhance marketing effectiveness and incorporate digital marketing and innovation to boost competitive edge. It is necessary to engage in constant communication with customers using online platforms, ensure fast and efficient access to information, keep product content up-to-date and in line with current trends, deliver products as scheduled, and provide frequent updates on product availability in the market. They must also implement modifications in their business operations to effectively and efficiently meet the demands and desires of their customers. Originality/Value: This research adds to the existing body of research by validating that digital marketing can enhance marketing effectiveness both directly and through competitive advantage. Innovation does not have a direct impact on marketing performance. In order to enhance the marketing performance of food and beverage MSMEs, innovation must serve as a competitive edge. The MSME owners can be motivated by the research results to adopt digital marketing and innovation, leading to a competitive edge for their products. This will help enhance their marketing performance and ensure long-term sustainability.

Home Service Transformation: The Impact of Digital Marketing and the Urban Company's Approach

Because of convenience, time restrictions, and shifting consumer lives, there is a greater need for home-based services as the service sector of the economy grows, especially through e-commerce platforms. But maintaining client happiness in this industry is still crucial, requiring attention to service quality and satisfying changing customer demands. One major participant in the Indian industry, Urban Company (UC), is unique in that it connects customers and service providers directly, cutting out middlemen and putting the customer's needs ahead of its own. The purpose of this study is to investigate how customer satisfaction is affected by the quality of services offered by UC, specifically in relation to Chennai. It looks at the special aspects of UC's business strategy, highlighting how it organizes the domestic services market and makes sure that its service providers are trustworthy and safe. Furthermore, the research explores consumer satisfaction and expectations, concentrating on beauty services in Pune. This highlights the need of surpassing client expectations in providing services.

Impact of Digital Marketing on Consumer Purchasing Behaviour.

Digital marketing is a new technology that has brought the internet into the social realm by introducing social media platforms such as social network sites, user-review websites, discussion forums, and smartphone applications, which are collectively referred to as online data and via which individuals may access and produce data. This study aims to investigate and evaluate the impact of gender on consumer behaviour and the effects of digital marketing on consumer purchasing in Ludhiana. According to the state of marketing, the survey includes the social networks that consumers use the most frequently, including Facebook, Twitter, LinkedIn, Google+, and YouTube. The study's conclusions show that a substantial portion of participants agreed that digital marketing channels significantly influenced consumer behaviour and purchasing decisions. Our findings emphasise the requirement of authenticity, relevance, and ethical engagement in digital marketing strategies to foster client trust and loyalty.