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Journal articles on the topic '8Ps do marketing digital'

Author: Grafiati

Published: 11 September 2021

Last updated: 12 February 2022

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1

Lau, Melissa May Yee. "Effects of 8Ps of services marketing on student selection of self-financing sub-degree programmes in Hong Kong." International Journal of Educational Management 30, no. 3 (April 11, 2016): 386–402. http://dx.doi.org/10.1108/ijem-01-2014-0005.

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Purpose – The purpose of this paper is to investigate how the effects of 8Ps of services marketing affect students’ selection of self-financing sub-degree programmes in Hong Kong. The factors that affect students’ selection of self-financing sub-degree programmes have not been studied in higher education market of Hong Kong. This research is to fill the gap by examining the effects of 8Ps (“Product Elements”, “Price and Other User Outlays”, “Place and Time”, “Promotion and Education”, “People”, “Process”, “Physical Environment” and “Productivity and Quality”) on self-financing sub-degree programmes in Hong Kong. Design/methodology/approach – The research taken was a quantitative survey of students at Community College at Lingnan University in Hong Kong. Findings – The results reveal that “Productivity and Quality” is the most important element of 8Ps of services marketing. Accreditation of programmes seeking recognition in Hong Kong and overseas can increase student enrolment. “Promotion and Education” element is the least important element of 8Ps of services marketing. Self-financed higher education institutions should develop strategies to build relationships with the secondary school teachers and counsellors rather than invest money on advertising. Research limitations/implications – The data were collected from a particular community college in Hong Kong only. Practical implications – Management can increase student recruitment by allocating minimum amount of limited resources to recruit maximum number of students. Originality/value – This research adds knowledge to the marketing of higher education in Hong Kong. The management of self-financing sub-degree programmes can use the findings of this research as a reference to develop their marketing strategies.

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Prideaux, Bruce, Louisa Yee-Sum Lee, and Nelson Tsang. "A comparison of photo-taking and online-sharing behaviors of mainland Chinese and Western theme park visitors based on generation membership." Journal of Vacation Marketing 24, no. 1 (December 15, 2016): 29–43. http://dx.doi.org/10.1177/1356766716682554.

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This research investigates and compares the photo-taking and online photo-sharing behaviors of mainland Chinese and Western theme park visitors using decade length generations. Given the rapid growth in digital photography and growing popularity of online sharing of photos, an enhanced understanding of the photo-taking and photo-sharing behaviors of visitors based on generation membership will assist theme park managers develop new social media marketing strategies. Most previous research has employed Western definitions of generations such as baby boomer, generation X, and generation Y. These definitions do not always apply in non-Western settings indicating the need for an alternative approach. This study uses a decade length definition of generations: the post-70s, post-80s, and post-90s. Results of the survey found that photo taking and online photo sharing are very popular but do vary between generations and cultures. For example, mobile phones were found to be the most popular photographic equipment for mainland Chinese and the least popular for post-90s Western respondents. All generations rated family/friend, landscape, and selfies as the top three areas of photo content. Selfies were twice as popular with mainland Chinese post-90s as their Western counterparts in the same generation. The findings highlight the usefulness of decade length generations and of identifying photo-taking and photo-sharing activities based on cultural groupings. The findings also indicated opportunities for co-creation at least in the area of photo taking in a theme park setting.

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Tapp, Alan. "Digital Marketing." Journal of Database Marketing & Customer Strategy Management 10, no. 3 (April 2003): 279–80. http://dx.doi.org/10.1057/palgrave.jdm.3240116.

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Lasarov, Wassili. "Digital Marketing." WiSt - Wirtschaftswissenschaftliches Studium 50, no. 4 (2021): 13–18. http://dx.doi.org/10.15358/0340-1650-2021-4-13.

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In Forschung und Praxis etablierte sich in den vergangenen Jahren der Begriff Digital Marketing. Dieser Artikel gibt einen Überblick über den Einsatz von digitalen Technologien in Geschäftsprozessen und die Verbreitung des Digital Marketing in Unternehmen. Überdies wird aus Verbrauchersicht diskutiert, wie sich das Konsumentenverhalten durch digitale Technologien verändert. Daraus werden Potentiale für zukünftige Forschung abgeleitet.

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Njegomir, Vladimir. "Digital marketing." Civitas 10, no. 1 (2020): 52–71. http://dx.doi.org/10.5937/civitas2001052n.

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Marketing allows entrepreneurs to position themselves successfully in consumer awareness, to be successful competitors, and to satisfy consumer demands profitably. Entrepreneurs can use several marketing strategies, such as relationship marketing, expedition marketing, one-toone marketing, real-time marketing, and digital marketing. The aim of the paper is to discuss the advantages of digital marketing and certain forms of digital marketing in achieving entrepreneurial goals in the light of limited financial resources. In this paper, we will analyze the developmental stages of marketing. Then we will point to three critical forms of digital marketing: online marketing, social networking on the Internet, and mobile marketing. The main conclusion is that entrepreneurial marketing has a number of specific features arising from financial limitations of financial. Digital marketing does not require significant financial resources allocation and therefore represents an indispensable component of the entrepreneurs' market orientation.

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Chomiak-Orsa, Iwona, and Konrad Liszczyk. "Digital marketing as a digital revolution in marketing communication." Informatyka Ekonomiczna 2020, no. 2 (2020): 9–19. http://dx.doi.org/10.15611/ie.2020.2.01.

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Umami, Zakiya, and Gede Sri Darma. "DIGITAL MARKETING: ENGAGING CONSUMERS WITH SMART DIGITAL MARKETING CONTENT." Jurnal Manajemen dan Kewirausahaan 23, no. 2 (September 17, 2021): 94–103. http://dx.doi.org/10.9744/jmk.23.2.94-103.

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The accelerated development of digital technology is currently affected by several factors such as the use of internet technology, the development of smartphones, the emergence of various social media, the development of e-commerce and the large number of people who actively use the internet. This study aimed to find a suitable marketing strategy for promoting food products by observing the development of digital marketing, especially today’s social media marketing. Bali was well known as one of the destinations visited by local and International tourists. One restaurant located in Kuta called Maisyaroh, in spite of the advancement of digital technology, had not optimized the use of the technology well. Whereas, it actually could affect the competitive advantages. In addition, a qualitative descriptive approach was used in this research, while the data collection techniques were carried out through observation, in-depth interviews by using Zoom Meeting and documentation. The results stated that promotion using Instagram (IG) endorsement and paid promote could increase brand awareness and buying interest.

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Alavi, Shirin, and Vandana Ahuja. "Digital Marketing Analytics." International Journal of Innovation in the Digital Economy 5, no. 4 (October 2014): 50–65. http://dx.doi.org/10.4018/ijide.2014100104.

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Technological advances and the speed with which new technologies are being embraced by organizations, along with the rising power of the consumers and their ability to get what they want, when they want it, from whomever they want, have opened up new challenges for customer relationship management and marketing. Thus the need for understanding the digital world and its application becomes one of the greatest competitive aspects for a business's survival. The exhortation of globalization holds no meaning without the concept of what is being termed as ‘Digitization'. Blackberry has started a long and hard climb to regain its lost glory. Supporting its product improvement and repositioning strategies are a set of well-defined digital marketing strategies. This manuscript explores the dynamics of Inside Blackberry-an online endeavour of Blackberry to trace the E-Marketing objectives of the Blog and its ability to leverage the behavioral internet theory for online branding, building usability and reciprocity, strengthening credibility and consumer persuasion.

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Mogilko, M. D. "DIGITAL MARKETING STRATEGY." Business Strategies, no. 5 (January 1, 2016): 5. http://dx.doi.org/10.17747/2311-7184-2016-5-5.

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URZICEANU, RAMONA-MIHAELA, and VALENTINA-SIMONA PAŞCALĂU. "DIGITAL MARKETING REGULATIONS." Agora International Journal of Juridical Sciences 13, no. 1 (October 29, 2019): 25–30. http://dx.doi.org/10.15837/aijjs.v13i1.3729.

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The General Data Protection Regulation (GDPR) is a European law which grants rights regarding an individual’s personal data. Having been adopted in April 2016, its enforcement became effective as of 25th May 2018.This article aims to highlight who should do this, what exactly they should do and how to do it. Learn about the scope of GDPR in digital marketing, the definition of a personal data breach, the rights of data subjects, incident response under GDPR and more.

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Shadrin, Vladislav, and Olga Kotova. "Digital Marketing Evolution." Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences 2020, no. 2 (May 29, 2020): 263–69. http://dx.doi.org/10.21603/2500-3372-2020-5-2-263-269.

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Marketing complex acquires a new content as it tries to adjust itself to the changing business practices and consumer behavior. The research objective was to study the content of Marketing 4.0 and the changing relationship between the brand and the consumer. The authors conducted a comparative analysis of the changes in marketing concepts, which proved that consumers have become partners in marketing communications. Internet communities and opinion leaders proved to affect consumer behavior. Social networks and messengers shape attitude of whole communities. The research revealed an increasing role of customization and personalization in the promotion of brands and products in the era of digitalization. Consumer experience and pleasure derived from marketing interaction are becoming more and more important. Previously obtained materials made it possible to define the change in the marketing complex in the digital economy from 4P to 4C. New consumer communities search for information on the Internet, thus overlooking traditional methods of marketing communications.

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Morris, Neil. "Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation." Journal of Direct, Data and Digital Marketing Practice 10, no. 4 (April 2009): 384–87. http://dx.doi.org/10.1057/dddmp.2009.7.

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Lemoine, Jean-François. "Du E-Marketing au Marketing Digital." Management & Avenir 82, no. 8 (2015): 123. http://dx.doi.org/10.3917/mav.082.0123.

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Kuazaqui, Edmir, and Teresinha Covas Lisboa. "Marketing: The Evolution of Digital Marketing." Archives of Business Research 7, no. 9 (September 10, 2019): 89–96. http://dx.doi.org/10.14738/abr.79.7027.

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The present qualitative research had the objective of presenting a study on Marketing evolution, in order to demonstrate the changes and transformations that occurred to meet market demands. Without Marketing, we would not have the products and services available on a large scale, to the detriment of regional demands and offers, guaranteeing opportunities for all those that want to develop businesses. The methodology of the study consisted in the use of bibliographical and field techniques. The marketing evolution concept was presented, from traditional to digital, from the common to the different and disruptive, and within the conception of Marketing 4.0. It was concluded that the companies are inserted in environments of great changes and transformations and that they must perceive these changes in order to accompany the new generations in relation to the digital environment and the instruments used for its operati

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Sinha, Sarita, and Tarunendra Singh. "Travel from Traditional Marketing to Digital Marketing." International Journal of Emerging Research in Management and Technology 6, no. 11 (June 13, 2018): 173. http://dx.doi.org/10.23956/ijermt.v6i11.60.

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Lately, with the information technology improvements and broad band internet service spreading, speed of access to shopping sites get high. Because of these changes, companies unavoidably entered to digital environment. Thus, while communication rules change, field and definition of marketing changes too. With the development of IT technologies, traditional marketing methods leave sits place to digital day by day. Companies which follow technology can easily communicate with customers interactively while providing products or services. Like in the traditional Marketing, in digital marketing, building well communication with customers, deter mining their needs and requests are crucial. While companies using digital marketing make difference with dual communication, others who don’t getinvolved in this race, become distanced from competition gradually. The biggest advantage of digital marketing is reaching the target audience in right way with using social media and search engines. This study tries to explain digital marketing periods and advantages, experienced transition and difference between traditional and digital marketing.

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Wolny, Julia. "Marketing transformations: Re-thinking marketing, digital first." Journal of Direct, Data and Digital Marketing Practice 16, no. 2 (October 2014): 150–51. http://dx.doi.org/10.1057/dddmp.2014.57.

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KARAOULANIS, ANDREAS. "From digital pricing to digital marketing and digital distribution." JOURNAL OF SOCIAL SCIENCE RESEARCH 9, no. 2 (October 30, 2015): 1817–21. http://dx.doi.org/10.24297/jssr.v9i2.4928.

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Contemporary digital markets tend to be different in several ways from the traditional ones. In this short paper the author tries to explain the main lines upon which contemporary companies try to implement their digital pricing, digital marketing, and digital distribution.

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Serohina, Nataliia, Nataliia Petryshchenko, and Berislav Andrlic. "DIGITAL MARKETING IN HOTELS." Marketing and Digital Technologies 3, no. 3 (September 25, 2019): 35–42. http://dx.doi.org/10.15276/mdt.3.3.2019.4.

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19

R. Sihare, Shyam. "Image-based Digital Marketing." International Journal of Information Engineering and Electronic Business 9, no. 5 (September 8, 2017): 10–17. http://dx.doi.org/10.5815/ijieeb.2017.05.02.

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Butkovskaya, G. V., and A. V. Statkus. "DIGITAL MARKETING: CONSUMER BEHAVIOR." Vestnik Universiteta, no. 5 (June 10, 2019): 5–11. http://dx.doi.org/10.26425/1816-4277-2019-5-5-11.

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Corporations direct significant funds to create a “digital relationship” with customers. The article deals with the results of research in the field of digital marketing, in particular theoretical and research issues of changes in consumer behavior under the influence of digital technologies and the digital environment. The basis for future researches of consumer behavior has been introduced, which highlights the points of contact in the implementation of the marketing strategy and tactics, where digital technologies have and will have a significant impact.

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21

Desai, Dr Mrs Vaibhava. "Digital Marketing: A Review." International Journal of Trend in Scientific Research and Development Special Issue, Special Issue-FIIIIPM2019 (March 20, 2019): 196–200. http://dx.doi.org/10.31142/ijtsrd23100.

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Fernandes, Semila, and A. Vidyasagar. "Digital Marketing and Wordpress." Indian Journal of Science and Technology 8, S4 (February 1, 2015): 61. http://dx.doi.org/10.17485/ijst/2015/v8is4/60375.

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23

Silva, Marcos Paulo Gomes da, and Renato Medeiros de Souza. "PERSPECTIVA DO MARKETING DIGITAL:." Revista Gestão, Inovação e Negócios 6, no. 1 (June 18, 2020): 72–89. http://dx.doi.org/10.29246/2358-9868.2020v6i1.p72-89.

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O presente artigo tem como objetivo analisar a publicidade digital frente ao comércio eletrônico brasileiro. Em virtude da popularização da Internet, o Brasil hoje já representa 40% da audiência da América Latina, conforme levantamento realizado pela com Score, e com um mercado virtual que vem se mostrando promissor mesmo frente a momentos desfavoráveis na economia. Sendo evidente que o consumidor está cada vez mais conectado, muitas empresas já compreenderam esse novo panorama, que se apresenta como um próspero veículo de comunicação, mudando radicalmente, a maneira de se relacionar com os consumidores, divulgar e vender produtos. O objetivo desde trabalho é contribuir para o aperfeiçoamento da publicidade on-line, bem como compreender a sua influência no comércio eletrônico do Brasil. Para tal foram realizadas pesquisas exploratórias a fim de fornecer fundamentação teórica ou estudo além de dados secundários de fontes segmentadas ao tema abordado.

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Brady, Conor. "FEATUREOrganic digital marketing 2.0." Interactions 15, no. 4 (July 2008): 17–21. http://dx.doi.org/10.1145/1374489.1374493.

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Rosenthal, Benjamin. "Marketing na era digital." GV-executivo 16, no. 1 (April 10, 2017): 16. http://dx.doi.org/10.12660/gvexec.v16n1.2017.67451.

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Fatin, Tasnia, and Nayem Rahman. "Measuring Digital Marketing Performance." International Journal of Applied Management Theory and Research 2, no. 1 (January 2020): 1–15. http://dx.doi.org/10.4018/ijamtr.2020010101.

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Ever since its inception in the early 1990s, digital marketing has received significant attention as marketing strategies in industry and academia. The advent of the Internet and related information technologies has initiated the new marketing framework for business and business-related strategies. Companies have been taking significant actions to switch from traditional marketing to digital marketing strategies. Even then, the marketing performance measurement practices in this field are reported to be less developed. This article is an attempt to examine digital marketing media and its campaigns and provide a framework to measure the performance of digital marketing. To measure the performance of digital marketing campaigns, the article uses the balanced scorecard approach devised by Kaplan and Norton. In this article, descriptive comprehension is provided on the measurement of digital marketing performance. The measurement incorporates four perspectives such as customer, business value, internal processes, and growth and innovation. The outcome of this work may help managers and researchers gain insights into the theoretical and practical strategic characteristics of digital marketing and its performance measurement.

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Reed FIDM, David. "Figaro digital marketing conference." Journal of Direct, Data and Digital Marketing Practice 16, no. 1 (July 2014): 62–65. http://dx.doi.org/10.1057/dddmp.2014.43.

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Rowley, Jennifer. "Understanding digital content marketing." Journal of Marketing Management 24, no. 5-6 (July 7, 2008): 517–40. http://dx.doi.org/10.1362/026725708x325977.

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KALINA, I. "Digital marketing development trends." Scientific Bulletin of the National Academy of Statistics, Accounting and Audit, no. 4 (February 20, 2020): 92–100. http://dx.doi.org/10.31767/nasoa.4.2019.09.

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The trends of development of digital marketing were investigated using statistical data on Internet users in U.S., obtained from a study performed by Pew Research Center at the beginning of 2019, and in Ukraine, obtained from a study performed by the research holding Factum Group Ukraine on the initiative of International Association of Ukraine in ІІІ quarter 2018 and 2019. The data were collected by the following criteria: age, gender, education, region and finances. Data analysis for the two countries showed the same result. The technological awareness of the society increases every year, which leads to more efficient management, sales, transportation and financial services for the consumers/clients of the enterprise. Indicators also show that both children and adults, people living in the city and in the countryside, people who are financially independent and people with both middle and low income, people with higher education and professional primary education, they all use the Internet. For communication, making purchases, doing research etc. Society has gone digital and businesses need to adapt by changing their management practices. Marketers are creating ways to promote businesses by leveraging new technology. Marketing plays a key role in the digital revitalization of any enterprise. It is through digital marketing that consumers and businesses learn about certain events (legal, economic, social, religious, etc.), and not only are they being informed, they can also inform others. Mobile devices, the Internet, local area networks, digital television and other media can also be used to collect information and conduct marketing research.

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Rizaldi, Arjuna, and H. Hidayat. "Digital Marketing Communication Strategy." Jurnal Entrepreneur dan Entrepreneurship 9, no. 2 (December 14, 2020): 57–66. http://dx.doi.org/10.37715/jee.v9i2.1340.

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The purpose of this research is to see how digital marketing strategies can affect the increase in sales and number of customers. The method used to support this research is descriptive qualitative method by collecting data through literature study in order to describe the elements that exist in a digital marketing strategy in depth. The results of this study show that the development of information technology is necessary for the community to support a variety of business activities both large and small. one of them is using digital marketing in the marketing system of a business unit to increase sales volume and the number of consumers that affect competitiveness in global competition. It is because technology will facilitate human work in meeting their needs related to the development of business units.

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Nufer, Gerd. "Innovative Digital Guerrilla Marketing." International Journal of Innovation, Management and Technology 12, no. 3 (2021): 40–44. http://dx.doi.org/10.18178/ijimt.2021.12.3.907.

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Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for innovative guerrilla marketing. This article provides an overview of innovative digital guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples as well as developmental trends.

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Gupta, Amisha, Sunita Joshi, and Harshit Gupta. "Roadmap to Digital Marketing." IARJSET 8, no. 6 (June 30, 2021): 440–42. http://dx.doi.org/10.17148/iarjset.2021.8677.

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Julião, Lucas Dantas, and Antoniel Dos Santos Gomes Filho. "Marketing Contábil Digital: Um Estudo Bibliográfico / Digital Accounting Marketing: A Bibliographical Study." ID on line REVISTA DE PSICOLOGIA 13, no. 48 (December 29, 2019): 146–61. http://dx.doi.org/10.14295/idonline.v13i48.2126.

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Na atualidade os escritórios contábeis têm percebido que também dependem de boas estratégias de marketing para conquistar e fidelizar os clientes, assim como qualquer outro ramo de negócio. Desse modo, o presente estudo tem como objetivo analisar quais são as estratégias de marketing digital utilizadas pelos escritórios de contabilidade, através de uma revisão bibliográfica. A pesquisa é de natureza básica, qualitativa, com a aplicação do método bibliográfico, com base nas plataformas SPELL (Scientific Periodicals Eletronic Library) e SCIELO (Scientific Eletronic Library OnLine). Pode-se considerar que o marketing digital liga os contadores e escritórios contábeis no mercado aos potenciais clientes ofertas de serviços de valor que sejam efetivamente percebidas por eles. Todavia, os profissionais de contabilidade devem estar em observância junto ao Código de Ética da profissão.

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Correia, Antonia, Metin Kozak, Alan Fyall, and Juergen Gnoth. "Digital marketing technologies and new markets: from embryonic markets to digital marketing." Anatolia 27, no. 1 (September 23, 2015): 1–3. http://dx.doi.org/10.1080/13032917.2015.1083203.

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Schuchmann, Beatriz Monica, and Agostinho Augusto Figueira. "Do marketing tradicional ao marketing digital uma análise a partir dos programas de marketing digital online." Business Journal 2, no. 2 (July 20, 2020): 1–12. http://dx.doi.org/10.6008/cbpc2674-6433.2020.002.0001.

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Este artigo visou identificar semelhanças, diferenças e complementariedade entre o marketing tradicional e o digital, tendo como base de comparação a seleção de termos e conceitos usados nos cursos de marketing digital oferecidos para o mercado. Foram analisados alguns conceitos como: o Outbound e Inbound marketing, 'ZMOT' e outros ligados ao comportamento do consumidor, as redes sociais e ao marketing de relacionamento. A metodologia bibliográfica utilizada foi exploratória, destacado pelas características de um determinado fenômeno que se pretendeu organizar. O estudo do Processo de Decisão de compra - PDC inclui entre os temas explorados o conceito de MOT (moments of truth ou momentos da verdade) e a necessidade de maior relacionamento com os consumidores que valorizam as experiências dos clientes

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Singh, Nitin. "Electronic Marketing Channels: The Digital Influence on Marketing." Review of Professional Management- A Journal of New Delhi Institute of Management 11, no. 1 (June 1, 2013): 45. http://dx.doi.org/10.20968/rpm/2013/v11/i1/78270.

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Kuyucu, Mihalis. "MUSIC MARKETING EVOLUTION FROM TRADITIONAL TO DIGITAL MARKETING." Socrates Journal of Interdisciplinary Social Researches 7, no. 9 (January 1, 2021): 14–25. http://dx.doi.org/10.51293/socrates.27.

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Tsourgiannis, Lambros, and Stavros Valsamidis. "Digital marketing in tourism: why Greek tourists use digital marketing applications like Airbnb." International Journal of Culture, Tourism and Hospitality Research 13, no. 4 (December 11, 2019): 473–86. http://dx.doi.org/10.1108/ijcthr-03-2019-0043.

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Purpose The purpose of this paper is to explore the attitudes of tourists toward digital marketing applications related to peer-to-peer short-term rental services within the sharing economy in the tourism sector. It aims to identify the factors that make Greek tourists to use these applications and to classify them into groups according to their attitudes toward these websites and to profile each group of tourists according to their personal and demographic characteristics and their preferences regarding their holidays/travel. Design/methodology/approach A primary survey was conducted in April 2018 for a random selected sample of Greek tourists. Principal component analysis was conducted to identify the main factors that affect tourists in using digital marketing application related to peer-to-peer short-term rental services within the sharing economy in the tourism sector. Cluster analysis was performed to classify tourists into groups according to their attitudes toward the use of these websites while discriminant analysis was conducted to check cluster predictability. Non-parametric tests, including the chi-square test, were performed to profile each strategic group according to their demographic characteristics and their preferences regarding their holidays/travel. Findings The study classified tourists into three groups, i.e. pioneers, convenience seekers and conscious, according to their attitudes toward the use of such applications. Research limitations/implications The choice for the Greek context of the research is justified by the fact that Greece has suffered from recession in the last decade, but it is also a tourism-friendly country. The empirical results of this pioneer study should trigger further investigation. Although tourists’ behavior towards the adoption of digital marketing application related to peer-to-peer rental services within the sharing economy in the tourism sector might be culturally specific and the results are mainly applicable in the Greek market, they could be generalized in other countries with similar characteristics in both Greece and other parts with similar characteristics. Practical implications Tourists are extremely important both for developers and policy makers in tourism industry. For developers such information is important because the expectation of viable markets will motivate investments. For policy makers, this type of information will help them to respond more adequately through regulation tools and programs. From a practical perspective, the tourism operators may benefit from focusing on their differentiating features and aligning their marketing communication with their tourists’ aspirations by developing, optimizing and customizing their websites according to the needs of the customers and the extension of touristic activities to other sectors of tourism industry. Social implications Visitors who choose Airbnb accommodations spend more days travelling; consequently, the market size of the tourism industry expands from the increase in the number of visitors. Originality/value The originality of the paper derives from the understanding of the tourists’ behavior toward the adoption of digital marketing applications related to peer-to-peer rental services within the sharing economy in the tourism sector. More specifically, it identifies the factors that make Greek tourists to use those applications, classifies them into groups according to their attitudes towards those websites and profiles each group of tourists according to their personal and demographic characteristics and their preferences regarding their holidays/travel.

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Ramko, Kim, and Michael Jarosch. "Digital Marketing — Digital marketing redux: Pharmaceuticals take a second look at e-detailing." Journal of Medical Marketing 5, no. 2 (April 1, 2005): 134–36. http://dx.doi.org/10.1057/palgrave.jmm.5040218.

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Butenko, Ekaterina, and Ivan Chernikov. "THE INFRASTRUCTURE OF THE DIGITAL ECONOMY: DIGITAL MARKETING." Вестник Северо-Кавказского федерального университета, no. 4 (2020): 23–37. http://dx.doi.org/10.37493/2307-907x.2020.4.3.

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Dahiya, Rekha. "Consumers' Attitude towards Digital Marketing." Review of Professional Management- A Journal of New Delhi Institute of Management 11, no. 2 (December 1, 2013): 42. http://dx.doi.org/10.20968/rpm/2013/v11/i2/88697.

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Morzhyna, Anastasiia, Maryna Oliinichenko, and Yevheniya Postykina. "Modern Trends in Digital Marketing." Modern Economics 14, no. 1 (April 23, 2019): 174–79. http://dx.doi.org/10.31521/modecon.v14(2019)-27.

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García Rosales, Daniel Francisco. "Digital communication. Integrated marketing strategies." Questiones Publicitarias 3, no. 26 (July 8, 2020): 57. http://dx.doi.org/10.5565/rev/qp.354.

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Patil, Kanchan, and Dheeraj Khathuria. "Digital Marketing in Fashion Industry." Indian Journal of Computer Science 5, no. 2&3 (April 30, 2020): 22. http://dx.doi.org/10.17010/ijcs/2020/v5/i2-3/152208.

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Parekh, Dhara, Pankaj Kapupara, and Ketan Shah. "Digital Pharmaceutical Marketing: A Review." Research Journal of Pharmacy and Technology 9, no. 1 (2016): 108. http://dx.doi.org/10.5958/0974-360x.2016.00017.2.

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Behera, Rajat Kumar, Angappa Gunasekaran, Shivam Gupta, Shampy Kamboj, and Pradip Kumar Bala. "Personalized digital marketing recommender engine." Journal of Retailing and Consumer Services 53 (March 2020): 101799. http://dx.doi.org/10.1016/j.jretconser.2019.03.026.

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Kreutzer, Ralf T. "Digital Branding und Content-Marketing." Der Betriebswirt: Volume 56, Issue 3 56, no. 3 (September 30, 2015): 21–28. http://dx.doi.org/10.3790/dbw.56.3.21.

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Abstract:

Digitale Markenführung umfasst den Prozess der emotionalen Aufladung einer Marke sowie der Kommunikation zentraler Nutzenelemente einer Marke zur Erreichung einer Differenzierung im Wettbewerb durch den Einsatz digitaler Medien als integraler Bestandteil eines ganzheitlichen Markenführungsansatzes. Eine wichtige Komponente der digitalen Markenführung stellt das Content-Marketing dar. Dieses kann sowohl im BtC- wie im BtB-Markt wichtige Impulse zur Auseinandersetzung mit Angebot, Marke und/oder Unternehmen liefern. Digital brand management encompasses the process of emotionalizing the brand and of communicating the central benefit elements of a brand. The target is the achievement of competitive advantages through the use of digital media as integral part of a holistic brand management approach. An important component of digital brand management represents content marketing. This can provide an important impetus for the promotion of the offer, the brand and/or the company itself – in both the B2C as the B2B markets. Keywords: stakeholder, online medien, markenführung, informationskonkurrenz, image, identity

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T, Boomika Imayavarthini, and Dr Muruganramu. "A STUDY ON DIGITAL MARKETING." International Journal of Psychosocial Rehabilitation 24, no. 04 (February 28, 2020): 2784–89. http://dx.doi.org/10.37200/ijpr/v24i4/pr201387.

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Hauer, Catriona. "Marketing in the Digital Age." Editors' Bulletin 7, no. 3 (November 2011): 77–79. http://dx.doi.org/10.1080/17521742.2011.685643.

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Поляков, В., V. Polyakov, Ирина Фомичева, and Irina Fomicheva. "Conceptual Aspects of Digital Marketing." Scientific Research and Development. Economics 6, no. 6 (January 23, 2019): 12–19. http://dx.doi.org/10.12737/article_5c1b61813e6018.10952730.

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The stages of evolutionary formation of digital marketing depending on the concept of the industry, stages of development of marketing and marketing environment are considered. The features of marketing tools (4p) in digital marketing are revealed. New markets of the digital revolution are presented. Digital marketing strategies in industry 4.0 are proposed in accordance with the concept of customized marketing. The features of the development of integrated marketing communications in the digital environment are highlighted. The approach of “service-oriented design” in consumer activity in digital marketing is considered.

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