Marketing Tool Research Articles

Marketing Strategies of Flipkart and their effect on Consumers

ABSTRACT This research investigates the marketing strategies employed by Flipkart and their impact on consumer behaviour in India. As one of the country's leading e-commerce platforms, Flipkart has leveraged digital marketing, competitive pricing, promotional campaigns, and strategic partnerships to build consumer trust and influence purchase behaviour. This study explores how these strategies have helped Flipkart retain a dominant position in the market and affect customer perceptions, loyalty, and buying decisions. In recent years, the Indian e-commerce landscape has evolved rapidly, driven by technological advancements, mobile penetration, and growing digital literacy. Flipkart's ability to adapt to these changes through aggressive marketing, targeted segmentation, influencer partnerships, and AI-powered personalization tools has been instrumental in its growth. The research examines various facets of Flipkart's marketing mix, evaluates the efficacy of its advertising techniques, and assesses customer feedback on service satisfaction. Using a descriptive research methodology, data were collected through structured surveys from 150 respondents and supported by a comprehensive review of academic and industry literature. Quantitative analysis reveals key insights into consumer engagement, trust-building mechanisms, and promotional campaign effectiveness. The findings suggest that Flipkart’s aggressive digital approach, including the Big Billion Days sale and user-centric advertising, significantly influences consumer trust, engagement, and purchase frequency. Recommendations include increased female-oriented campaigns, enhanced delivery systems, and a possible hybrid offline-online model to strengthen consumer confidence further. The study contributes valuable insights for both academic research and practical application in the Indian digital retail sector

The Application of Digital Marketing Strategies to Increase Organizational Profits

Abstract: This paper examines the application and impact of digital marketing strategies on increasing the profitability of organizations, with a specific focus on the Indian context. Drawing upon a master's thesis, this study analyzes the evolving digital landscape in India, the adoption of various digital marketing tools and techniques by businesses, and their subsequent effect on revenue generation and cost efficiency. The research incorporates case study insights from a prominent Indian consumer electronics brand, boAt, and findings from an applied research study on Indian Small and Medium-sized Enterprises (SMEs) and startups. The findings highlight the significant potential of strategically implemented digital marketing initiatives in driving substantial profit growth and reducing customer acquisition costs for Indian businesses across different scales. Key challenges and emerging trends within the Indian digital marketing ecosystem are also discussed, providing valuable insights for practitioners and researchers. Keywords: Digital Marketing, Profitability, Organizational Growth, Indian Market, SMEs, Startups, E-commerce, Social Media Marketing, Search Engine Optimization, Content Marketing, Customer Acquisition Cost.

Digital Marketing Pitfalls: Understanding and Managing Online Risks through Consumers and Businesses in Cabanatuan City Nueva ECIJA: Basis for Marketing Plan

This study investigates the digital marketing landscape in Cabanatuan City, Nueva Ecija, focusing on identifying and managing online risks faced by consumers and businesses. The research aims to provide a strategic framework for developing effective marketing plans. The study profiles digital marketing practitioners and consumers, highlighting demographic and geographic characteristics, and examines the tools and devices used for digital marketing and product purchases. The methodology includes both qualitative and quantitative data collection techniques, such as surveys and interviews with consumers and business owners. The findings reveal that female consumers dominate the digital marketing space, comprising 68.7% of the sample population. Businesses predominantly use Facebook Ads/Facebook Live (58.5%), followed by Shopee (24.4%) and TikTok (17.1%) for their marketing efforts. Additionally, smartphones are the primary device used for product purchases by businesses, accounting for 83.7% of usage. The SWOT analysis identifies key strengths such as the widespread use of Facebook Ads/Facebook Live and the high adoption of smartphones for purchases. Weaknesses include limited use of other marketing tools and devices. Opportunities lie in leveraging the popularity of mobile devices and expanding the use of platforms like Shopee and TikTok. Threats include potential oversaturation of Facebook Ads and competition from other digital marketing platforms. Based on these findings, the study proposes strategic recommendations to enhance digital marketing efforts in Cabanatuan City. These include optimizing mobile marketing strategies, diversifying the use of digital platforms, and tailoring marketing campaigns to the predominant female consumer base. The strategic plan aims to improve market position and operational efficiency, ensuring businesses can effectively navigate the digital marketing landscape and mitigate online risks.

Digital marketing strategies and consumer purchase intention: Mediating role of trust and moderating effects of unethical practices

In today’s world of advancements organizations influence consumer behavior by using different digital marketing strategies. Consumer purchase intention crafted by trust and build through using different tools of marketing. In this study the impact of Social Media Marketing, Influencer Marketing and Search Engine Optimization (SEO) on Consumer Purchase Intention followed by the mediating effect of Consumer Trust and moderating effect of unethical practices, has been studied. Data has been collected from 385 respondents using quantitative approach with the help google forms, analysis was conducted on Smart PLS 4.0 to validate the relationships between the constructs using PLS-SEM and Bootstrapping method. Results indicates that purchase intention is significantly influenced by Consumer Trust. Furthermore, Influencer Marketing and Search Engine Optimization has a positive impact on trust. However, Social Media Marketing does not affect consumer trust. Additionally, there is no significant moderation observed of unethical practices between consumer trust and purchase intention. The importance of trust has been highlighted by this study, providing insights to design such marketing strategies which fosters consumer trust ultimately leading towards consumer purchase intention

Development of Culinary MSME Businesses Through the Implementation of E-Business and Halal Certification Assistance for MSME Products

This community service aims to increase the skills and knowledge of culinary MSME players, develop an e-business system through online sales platforms, and have certified halal culinary MSME products. This service used the Participatory Action Research (PAR) method to enhance the operational skills of culinary MSMEs in Tabek Patah Village. Through training, MSME actors gained skills in halal certification, digital marketing, and online business tools such as Shopee, Tokopedia, Instagram, WhatsApp Business, and Google Maps. They learned to create digital catalogs, register their businesses on Google Maps, and obtain Business Identification Numbers (NIBs), while understanding the benefits of halal certification for market expansion. Despite challenges like limited internet infrastructure and initial skepticism, the program significantly improved MSMEs’ visibility, competitiveness, and confidence in using technology. However, continuous assistance remains crucial to sustain these advancements and address remaining barriers, ensuring long-term success in integrating technology and halal standards into their operations.

Enhancing Marketing of Library Services and Resources through AI Tools in Tanzania’s Academic Libraries

Rationale of Study - This study used a qualitative research design to explore the digital marketing prospects and challenges of integrating AI tools in library marketing in academic libraries in Tanzania. Methodology – Data was collected from fourteen purposively selected librarians from seven university libraries in the Dar es Salaam, Arusha, and Kilimanjaro regions. Findings – Findings revealed that most libraries have embarked on marketing their services and resources through social media pages, preferably Instagram and Facebook, while maintaining a webpage linked to the institutional website to provide links to electronic resources, schedules for library training, and other educational posts. Most librarians interviewed identified content generation to keep the library’s social media pages and websites updated with engaging posts and articles as the most daunting challenge. Through literature, it has emerged that librarians could leverage ChatGPT as a content-generation tool for posts, images, and captions. At the same time, chatbots and voice assistants could be utilised to provide services to users around the clock while raising awareness of library services through personalised recommendations and resource discovery. The challenges to integrating AI into library marketing that emerged during the study include the absence of well-articulated AI use policies among these institutions, financial constraints, education and training gaps, lack of institutional support, and librarians’ attitudes. Implications – Therefore, the study recommends continuing professional education on emerging technologies, changing attitudes among librarians, and incorporating library marketing initiatives into library policies and strategic plans to garner financial and institutional support. Originality – This study contributes to the underexplored domain of artificial intelligence (AI) adoption in marketing library services and resources, particularly within Tanzania’s academic libraries. The findings highlight unique contextual challenges and opportunities, advancing theoretical and practical insights into AI-driven marketing strategies in academic library settings.

Glamorous green tourism: exploring the intersection of green marketing practices and tourist planned behavior in glamping tourism

PurposeThis study investigates the influence of green marketing practices on the behavior of glamping tourists, focusing on how eco-brands, eco-labels, and environmental advertisements shape their attitudes, subjective norms, perceived behavioral control, and revisit intentions.Design/methodology/approachA cross-sectional causal research design was employed. The research hypotheses were tested using the partial least squares-structural equation modeling (PLS-SEM) based on 462 domestic tourists recently engaged in glamping activities.FindingsThe results revealed that eco-brands, eco-labels, and environmental advertisements significantly influenced tourists' attitudes towards glamping. However, attitudes alone did not significantly impact revisit intention. Instead, perceived behavioral control was the strongest predictor of revisit intention, while subjective norms had no significant effect.Practical implicationsThe study offers valuable insights for glamping operators and marketers, emphasizing the need to leverage eco-brands, eco-labels, and environmental advertisements to shape positive tourist attitudes. Glamping managers should focus on strategies that increase tourists' perceived behavioral control, fostering confidence in their ability to engage in eco-friendly practices.Originality/valueThis study contributes to the limited body of research on the intersection of green marketing and glamping tourism, offering a novel exploration of how green marketing tools influence tourists' planned behavior within a niche tourism sector. It also highlights the unique role of perceived behavioral control in shaping revisit intentions, offering new directions for green and sustainable tourism marketing strategies.

EFFECT OF SALES PROMOTION ON THE PERFORMANCE OF SME’s IN OLUYOLE INDUSTRIAL LAYOUT, IBADAN OYO STATE

This study investigates the effect of sales promotion on the performance of Small and Medium Enterprises (SMEs) in Ibadan, Oyo State, Nigeria. SMEs are critical to economic development yet often face challenges such as limited resources and market competition. Sales promotion, a strategic marketing tool offering short-term incentives to boost consumer purchasing, is frequently employed by SMEs to enhance visibility and performance. The research adopted a descriptive survey design involving 103 registered SMEs, selected from a population of 140 using Krejcie & Morgan’s formula. Data was collected through structured questionnaires and analyzed using regression techniques. Findings revealed that consumer and trade promotions significantly impact SME performance, with consumer promotions accounting for 62.8% of the variation in performance and trade promotions 43.0%. Overall, sales promotion demonstrated a statistically significant effect on SMEs' sales volume (F = 72.165, p < 0.05). The study concludes that strategically implemented sales promotions can improve the performance and competitiveness of SMEs. It recommends that SMEs adopt a balanced mix of consumer and trade promotional strategies tailored to their market dynamics for optimal results.

The impact of destination brand image and tourists’ environmental awareness on their behavioural intention towards slow cities in Türkiye

PurposeThis study aims to investigate if slow cities’ destination brand image and domestic tourists’ environmental awareness influence their behavioural intentions towards slow cities.Design/methodology/approachEmpirical data was collected from 402 domestic tourists who had visited one or more slow cities in Türkiye.FindingsStudy results suggest that the destination brand image and environmental awareness had a positive impact on behavioural intention.Practical implicationsThe study findings show that managers in destination marketing should take into account the relationship between destination image, environmental awareness and behavioural intention. The brand value of the destination is an important marketing tool since it is a slow city. However, the result that environmental awareness is effective in behavioural intention towards slow cities is seen as another important issue that needs to be emphasised.Originality/valueThe study reveals that besides the destination brand image, the environmental awareness of tourists also affects their destination preference. According to the results, tourism activities in the region, tourists’ emotional perceptions of the region and environmental awareness all have an effect on behavioural intention. Therefore, this study recommends that marketers and local authorities consider the region’s activities, practices for environmental protection and tourists’ perceptions of the region.

Influence of short video content on consumers purchase intentions on social media platforms with trust as a mediator

Short videos on social media platforms have boomed with the rapid growth of the video consumption industry and have become an important marketing tool for businesses. With the rise of platforms such as TikTok or Douyin, short videos have profoundly impacted consumer behavior, making it crucial to understand their role in shaping consumer purchase intention. However, there is still a need for further research on how short video content promotes consumer purchase intent. Based on the Stimulus–Organism–Response (SOR) model, this study constructs a structural model to explore the impact of short video content on consumer purchase intention, focusing on the mediating role of consumer trust. The model incorporates usefulness, ease of use, and entertainment as external stimuli, consumer trust as internal psychological responses, and purchase intention as the final behavioral outcome. This study collected 372 valid data from Chinese consumers through an online questionnaire and empirically analyzed it using structural equation modeling. The study results show that short-form video content’s usefulness, ease of use, and entertainment significantly affect consumers’ trust and purchase intention. Moreover, consumer trust positively affects purchase intention and mediates the relationship between short video content and purchase behavior. This research extends the application of the SOR model to the context of social media short videos, highlighting the crucial role of consumer trust in shaping consumer purchase decisions. Based on these findings, we propose actionable strategies for businesses to optimize short video content and build consumer trust, ultimately enhancing marketing effectiveness and driving consumer purchases.

Social Media Information Design Strategy In Increasing Sea Freight Sales (Case Study On Social Media Pt Yicheng Logistics Indonesia)

Social media has become an important tool in marketing and sales in various industries, including sea transportation. PT Yicheng Logistics Indonesia, as one of the major players in this sector, utilizes social media platforms to increase their visibility and sales. This study aims to analyze the information design strategy implemented on social media by PT Yicheng Logistics Indonesia and its impact on increasing sales. Using qualitative methods and analyzing data from various sources, this study found that informative and interactive content, the use of paid advertising, and active engagement with customers are key factors in the success of their marketing strategy. The results show that the right strategy in designing social media information can increase sales and strengthen the company's position in the sea freight market.

TOOLS FOR FORMING THE MARKETING COMPLEX OF RESTAURANT BUSINESS ENTERPRISES IN THE CONDITIONS OF DIGITIZATION

The use of digital marketing tools in the formation of the marketing complex of restaurant business enterprises increases the competitiveness of establishments, optimizes customer interaction and increases profitability. The integration of modern digital technologies into marketing activities will increase the effectiveness of advertising messages, adapt to changes in consumer behavior, and ensure long-term customer loyalty. In this regard, the study of effective marketing tools for the formation of a marketing complex is extremely relevant for restaurant business enterprises. The article is aimed at substantiating the effectiveness of the use of digital technologies in the marketing activities of enterprises in the context of digitalization, as well as identifying new approaches and tools for forming a marketing complex for restaurant business enterprises. In the context of digitalization, the traditional concept of the 4P marketing complex (Product, Price, Place, Promotion) is constantly transforming. Digital technologies provide new opportunities for product management, pricing, sales channels, and communication with consumers. In the midst of the current trends in the formation of new approaches to the marketing activities of restaurant business enterprises in the context of digitalization are: personalized marketing; automation of interaction with customers, in particular through CRM systems, omnichannel communications and gamification. The article describes the transformation of the components of the 4P marketing complex under the influence of digitalization, which determine the main approaches and strategies for running a restaurant business in modern conditions. Among the promising tools for forming a marketing complex for restaurant business enterprises in the context of digitalization are: the use of artificial intelligence; integration of voice assistants such as Google Assistant, Amazon Alexa and Apple Siri; use of virtual and augmented reality (VR/AR) technologies; use of blockchain technologies аж marketing; interactive content; environmental friendliness and sustainable development. In this way, restaurant business enterprises that can adapt to rapid technological changes, implement innovative approaches and use the digital tools proposed by the authors to improve the marketing mix will have significant competitive advantages in the market and prospects for sustainable development.

STORYTELLING AS AN INNOVATIVE MARKETING TOOL

The study explores storytelling as an innovative marketing tool that enhances brand communication by creating emotional connections with consumers, shaping an authentic image, and building trust and loyalty. In today’s digital age, when competition is intense and consumer attention is fragmented, storytelling helps brands engage audiences through compelling stories and emotional appeal, making their messages more memorable and impactful. The relevance of the topic lies in the growing demand for authenticity in brand-consumer interactions. Traditional advertising is losing influence, while digital platforms require companies to integrate storytelling in social networks, video marketing, and corporate communications to enhance audience connection and brand perception. The purpose of the study is to analyze the effectiveness of storytelling in marketing and provide recommendations for Ukrainian businesses. Given the economic instability and changing consumer expectations due to the war, companies must adopt innovative communication strategies to maintain engagement and trust. The research methodology includes qualitative content analysis, statistical analysis, and comparative analysis of global storytelling practices. Key storytelling techniques, such as emotional triggers, character-driven narratives. These approaches create engaging content that fosters audience interaction and emotional involvement. The results confirm that storytelling strengthens brand trust, creates emotional connections, and increases competitiveness. Well-designed narratives improve brand recall, consumer trust, and long-term loyalty, helping companies effectively communicate their values and stand out in saturated markets. The practical value of the study lies in recommendations for Ukrainian businesses on integrating storytelling into marketing strategies. By adapting stories to digital platforms and tailoring narratives to audience expectations, companies can increase engagement, customer loyalty, and brand awareness, ensuring sustainable growth in a competitive market. Emphasizing authenticity, creativity, and emotional appeal will allow businesses to maximize the impact of their storytelling efforts.

Analysis of the Sales Process of Red Onion Seeds of Nganjuk Variety through Educational YouTube Content Marketing

This research is motivated by the rapid development of information technology, especially digital media such as YouTube, which brings significant transformation to companies' marketing paradigms, particularly in the agricultural sector. This study aims to describe the educational-based content marketing process implemented on the Gusman Bojonegoro YouTube channel and its impact on the sales of Nganjuk shallot seeds. This research uses a qualitative method with a descriptive approach. Data were collected through interviews, direct observation, and documentation from various informants, including the channel owner, nursery warehouse manager, employees, and farmers who buy seeds from the channel. Data analysis was conducted through a purely qualitative process of coding, grouping, and interpreting the data. The results show that the educational content presented by Gusman Bojonegoro is not only beneficial for experienced farmers but also a valuable guide for beginners. The videos produced provide a comprehensive overview of the challenges and solutions in shallot cultivation. Additionally, two-way interaction through video comments enables knowledge exchange that boosts productivity among the onion farming community. A comprehensive educational approach and the use of digital media as a marketing tool proved effective in increasing sales of Nganjuk variety shallot seeds, as well as expanding farmers' networks and knowledge in the digital era

CRITICALITY IN BRAND STRATEGIES OF INTERNATIONAL HR MARKETING

The article is dedicated to the study of the relevance and features of using creative marketing and branding approaches for building a strong international HR brand. The necessity of creativity in international HR branding is substantiated, emphasizing its role in conveying company values, attracting through non-traditional channels, personalizing experience, and achieving virality in the digital age. The connection between creative campaigns and the strengthening of the internal HR brand, increasing the engagement and retention of existing employees, is considered. An overview of the current state of the international labor market is presented, including employment trends, unemployment, and the impact of technological progress, particularly automation and artificial intelligence, on the employment structure and employee requirements. The essence of an international HR brand is revealed in detail, along with its significance for attracting and retaining talent, reducing recruitment costs, forming a unified global culture, and enhancing the overall company brand. The necessity of considering the specifics of local labor markets and adapting the HR brand to different cultural contexts is emphasized. Examples of successful international companies (Google, Microsoft, Apple, Amazon, BMW Group) with strong HR brands are provided, and the most common and effective creative marketing tools used to promote HR brands are described, such as visual content, storytelling, interactive and gamified approaches, creative social media campaigns, the use of niche platforms and influencers, personalized experience, and non-traditional communication channels. The main part of the article is devoted to a detailed description of the six stages of a strategy for building a strong HR brand: audit and analysis of the current situation (internal and external), definition and formulation of the EVP, development of the HR brand strategy (goals, audiences, messages, channels, content), implementation of the strategy (integration into HR processes, engagement of ambassadors, communication campaigns, optimization of online presence), monitoring and evaluation of effectiveness (KPIs, data collection, surveys), and adjustment and optimization of the strategy.

Configuration Path Analysis of the Virtual Influencer’s Marketing Effectiveness

As an emerging marketing tool, virtual influencers (VIs) have attracted increasing scholarly attention. However, existing research predominantly adopts linear causal analysis models, which fail to capture the complex, nonlinear interaction between consumers and VIs. Grounded in the 5W communication model and utilizing a fuzzy-set qualitative comparative analysis (fsQCA), this study systematically explores how different configurational paths influence consumer engagement, drawing on empirical data from 205 participants. The findings reveal that (1) the synergy of entertainment, information, and credibility is a core prerequisite for achieving high engagement; (2) two equivalent paths—namely, the technology-driven path (media richness + content synergy) and the cognition-driven path (technology acceptance + content synergy)—lead to high engagement, both with a solution consistency of 0.98; and (3) the joint absence of content, media richness, and audience cognition results in low engagement. Theoretically, this study challenges traditional linear approaches by validating causal asymmetry and revealing configurational interdependencies among communication elements. It also extends the Media Richness Theory (MRT) and the Technology Acceptance Model (TAM) into the context of virtual influencer (VI) marketing. Practically, the proposed dynamic configuration model offers marketers a novel framework for optimizing VI campaigns through resource-adaptive strategies.

Digital Transformation in Street Food Business in Malang: AI Application Training for Content Creation and Effective Promotion Strategies

Purpose: This study investigates the integration of Artificial Intelligence (AI) in digital marketing for street food businesses in Malang, focusing on training housewives to improve content creation and promotion strategies. The research aims to bridge the digital gap for small-scale food vendors by providing essential digital skills and AI tools. Method: The research employed a mixed-method approach, including pre-training assessments, online training sessions, and personalized mentoring. A total of 20 housewives running street food businesses participated in the training, which was conducted over three months. The AI tools used included Canva AI and Flair AI for photo editing, content creation, and social media optimization. Practical Applications: The study demonstrates how AI-driven tools can enhance social media engagement, brand visibility, and customer interaction for street food vendors. This initiative provides a model for empowering small business owners to leverage digital marketing tools effectively, contributing to their long-term success. Conclusion: The training resulted in significant improvements in participants' digital marketing capabilities, with increased confidence in using AI tools. The findings highlight the transformative potential of AI for MSMEs, particularly in enhancing the competitive edge of street food businesses in Malang.

Impact of Digital Marketing Tools on Consumer Behavior in Nepal

This research investigates the impact of digital marketing on e-commerce businesses in Nepal, focusing on how digital marketing tools influence consumer behavior and business performance. As internet usage grows, businesses increasingly use strategies like social media, email marketing, and search engine optimisation to engage consumers and enhance online sales. Data were collected from 246 respondents across Nepal using the convenience sampling method through structured questionnaires and analyzed using a descriptive research design. The findings indicate that digital marketing plays a significant role in increasing the frequency of online purchases and improving customer satisfaction. Consumers who interact with digital advertisements, particularly through social media and search engines, report greater satisfaction and are more likely to engage in repeat purchases. Additionally, access to detailed product information and reviews enhances the appeal of e-commerce platforms. Despite these positive effects, challenges such as mistrust in online payment systems and a preference for traditional in-person shopping still limit the broader adoption of e-commerce in Nepal. The study concludes that while digital marketing effectively drives engagement and sales, businesses must address these barriers to realize the full potential of the e-commerce market. Personalized digital marketing strategies and efforts to build trust in online platforms are recommended.

A STUDY ON QUANTITATIVE ANALYSIS OF BRAND LOYALTY IN THE DIGITAL AGE

Abstract: This study explores the influence of social media marketing on consumer buying behaviour, with a specific focus on Starbucks. In the digital age, social media has become a vital marketing tool for brands to engage with customers, build brand loyalty, and drive purchasing decisions. The research aims to understand how Starbucks leverages social media platforms to influence consumer perceptions and buying patterns. A structured questionnaire was administered to gather primary data from a sample population. The findings indicate that interactive content, influencer collaborations, promotional offers, and visually appealing posts on platforms like Instagram and Facebook significantly impact consumer preferences and their intent to purchase. The study highlights the importance of consistent brand messaging and active digital engagement in shaping consumer behaviour. It concludes that effective social media strategies can enhance brand image and foster stronger customer relationships, making social media marketing a critical component of modern business strategy. Key Words: Social Media Marketing, Consumer Buying Behaviour, Starbucks, Brand Engagement, Purchase Intention

Development of Digital Marketing at Dimsum Lunaire MSMEs in Salatiga City through Content Marketing and Utilization of Artificial Intelligence

Purpose: This study aims to provide training and assistance to Dimsum Lunaire MSMEs in Salatiga City to enhance their digital marketing capabilities through content marketing and the utilization of Artificial Intelligence (AI). The focus is on AI-driven product photo design, content creation, and website development to increase the competitiveness and sales of Dimsum Lunaire. Method: The community service activities were carried out through hands-on training and mentoring provided directly to the MSME owners. These activities included practical sessions on social media optimization, website development, and AI applications for efficient content marketing. Practical Applications: This initiative is designed to equip Dimsum Lunaire MSMEs with the necessary skills and knowledge to utilize digital marketing tools effectively. By leveraging social media platforms and AI, the MSMEs are better positioned to adapt to the digital era, improve their marketing strategies, and expand their customer base. Conclusion: The community service has demonstrated that digital marketing training and support for Dimsum Lunaire MSMEs resulted in valuable outcomes such as well-structured content plans, high-quality product photos, engaging content designs, and an operational website. These resources will enable Dimsum Lunaire to continue developing and improving their digital marketing efforts.