Relevant bibliographies by topics / Digital marketing channel

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Digital marketing channel'

Author: Grafiati
Published: 7 June 2025
Last updated: 16 July 2025

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles

Select a source type:

Consult the lists of relevant articles, books, theses, conference reports, and other scholarly sources on the topic 'Digital marketing channel.'

Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.

You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.

Journal articles on the topic "Digital marketing channel"

1

S.L., Bharani, Sanjay Kumar S., and Surya B. "Channel Marketing in Digital Era." Shanlax International Journal of Commerce 7, S1 (2019): 199–202. https://doi.org/10.5281/zenodo.3451694.

Full text
Abstract:
This paper starts with the importance of channel marketing and its types and how it has a relationship with the customers. Channel marketing is a process where the company develops various marketing techniques as well as sales strategies to reach the broadest possible customer base. The goal of channel marketing is to establish direct communication with customers in each channel. The techniques used in each channel is different, but the overall strategy must always brand the business consistently throughout the conversation. Channels of distribution increase the effectiveness of marketing because the middlemen are specialized agencies of delivery. They help to reduce the cost transaction and smoothen the flow of goods and services.  
APA, Harvard, Vancouver, ISO, and other styles
2

Volodymyr, Ordynskyi Володимир Ординський, and Bradulov Павло Брадулов Pavlo. "THE ROLE OF DIGITAL MARKETING IN OMNICHANNEL STRATEGY." Knowledge, Education, Law, Management 1 (25), no. 2019 (2019): 44–53. https://doi.org/10.5281/zenodo.3275695.

Full text
Abstract:
The article deals with developing digital marketing strategy by brands running marketing communication in different channels. Special attention is given to increasing the effectiveness of combining digital channel with TV. It is noted that using digital helps to build effective reach of TA that cannot be covered by TV. The author emphasizes that is important to use effective channel split for digital activity. Recommendations on implementation digital marketing in media strategy are developed.
APA, Harvard, Vancouver, ISO, and other styles
3

Straker, Karla, Cara Wrigley, and Michael Rosemann. "Typologies and touchpoints: designing multi-channel digital strategies." Journal of Research in Interactive Marketing 9, no. 2 (2015): 110–28. http://dx.doi.org/10.1108/jrim-06-2014-0039.

Full text
Abstract:
Purpose – This study aims to gain a clearer understanding of digital channel design. The emergence of new technologies has revolutionised the way companies interact and engage with customers. The driver for this research was the suggestion that practitioners feel they do not possess the skills to understand and exploit new digital channel opportunities. To gain a clearer understanding of digital channel design, this paper addresses the research question: What digital channels do companies from a wide range of industries and sectors use? Design/methodology/approach – A content analysis of 100 international companies was conducted with multiple data sources to form a typology of digital “touchpoints”. The appropriateness of a digital channel typology for this study was for developing rigorous and useful concepts for clarifying and refining the meaning of digital channels. Findings – This study identifies what digital channels companies globally currently employ and explores the related needs across industries. A total of 34 digital touchpoints and 4 typologies of digital channels were identified across 16 industries. This research helps to identify the relationship between digital channels and enabling the connections with industry. Research limitations/implications – The findings contribute to the growing research area of digital channels. The typology of digital channels is a useful starting point for developing a systematic, theory-based study for enabling the development of broader, comprehensive theories of digital channels. Practical implications – Typologies and touchpoints are outlined in relation to industry, company objectives and customer needs to allow businesses to seize opportunities and optimise performance through individual touchpoints. A digital channel model as a key outcome of this research guides practitioners on what touchpoint to implement through an interrelated understanding of industry, company and customer needs. Originality/value – This is the first paper to explore a range of industries in relation to their use of digital channels using a unique content analysis. Contributions include clarifying and refining digital channel meaning; identifying and refining the hierarchical relations among digital channels (typologies); and establishing typology and industry relationship model.
APA, Harvard, Vancouver, ISO, and other styles
4

Garrett, Alex, Karla Straker, and Cara Wrigley. "Digital channels for building collaborative consumption communities." Journal of Research in Interactive Marketing 11, no. 2 (2017): 160–84. http://dx.doi.org/10.1108/jrim-08-2016-0086.

Full text
Abstract:
Purpose Collaborative consumption firms leverage networked peers, communicating, collaborating and even delivering services to one another through a central marketplace channel. This raises questions as to the nature of this new form of digital channel strategy and deployment from a firm’s perspective. As a first step, this research seeks to help bridge the gap in knowledge by establishing an understanding of the digital channel usage of collaborative consumption firms. Design/methodology/approach A qualitative content analysis of 30 collaborative consumption firms was conducted using multiple data sources and coded into typologies against a predetermined coding scheme. These results were then compared against existing literature on digital channel usage in regards to a wider company usage. Findings This study identifies the digital channel usage and digital channel typology of each of the 30 firms associated within the collaborative consumption domain. The study shows a distinct increase in the use of social and community digital channels between traditional firms and collaborative consumption firms. As a result of this study, a concise definition of a collaborative consumption firm is provided, the digital channel usage of collaborative consumption firms is detailed and insights are provided for each sub-type of collaborative consumption. Research limitations/implications This study contributes to the understanding of the collaborative consumption phenomena, the business model of collaborative consumption firms and digital channels. This study assists in describing the shift from traditional firms to peer-to-peer systems. Finally, a theoretical model is provided that demonstrates the nuance of collaborative consumption channel choice within each subcategory for future researchers to test and reflect upon. Practical implications This study demonstrates how collaborative consumption firms are allowing customers to drive interaction rather than traditional business-to-customer messages. A theoretical model is provided which shows contemporary marketers how to best dictate a digital channel strategy for a collaborative consumption style initiative. Originality/value Contributions include: a definition of what a collaborative consumption firm and its channels pertain to and how to design a collaborative consumption digital channel strategy. This study presents a digital channel comparison between collaborative consumption firms and traditional organisations.
APA, Harvard, Vancouver, ISO, and other styles
5

Shi, Wei. "Impact of Multi-Channel Marketing on Property Insurance Sales Performance." Economics and Management Innovation 2, no. 2 (2025): 8–14. https://doi.org/10.71222/etg14j75.

Full text
Abstract:
This study explores the impact of multi-channel marketing on sales performance in the property insurance industry, focusing on how the integration of online and offline channels enhances customer acquisition, conversion, experience, and loyalty. The findings indicate that multi-channel marketing significantly improves sales outcomes by offering personalized customer experiences and increasing engagement. By combining digital marketing with traditional sales channels, such as agents and tele-sales, insurance companies can broaden their reach, build customer trust, and improve conversion rates. Additionally, the use of Customer Relationship Management (CRM) systems enables insurers to better understand customer needs and implement targeted marketing strategies. The study also discusses the future trends of multi-channel marketing, particularly the role of artificial intelligence (AI) and big data in enhancing personalized marketing and customer data analysis, as well as the impact of digital insurance platforms on future marketing models. This research provides theoretical support for optimizing multi-channel marketing strategies in the insurance sector and offers guidance for future research directions.
APA, Harvard, Vancouver, ISO, and other styles
6

Zhu, Xiaodong, and Ruiting Deng. "Inclusive and Sustainable Supply Chain Strategies in Live E-Commerce: The Role of Influencer Marketing and Spillover Effects." Sustainability 16, no. 24 (2024): 10985. https://doi.org/10.3390/su162410985.

Full text
Abstract:
Live e-commerce has proliferated as a new business model in recent years. Live-streaming channel selection strategies and behavioral decisions are critical considerations for retailers to enhance business performance by increasing engagement and profitability. This study introduces the spillover effect between influencer and self-live-streaming channels, offering new theoretical insights into sustainable supply chain management from multichannel retailing, game theory, and spillover effects for channel selection and pricing, optimizing dual-channel tactics for inclusive marketing, and challenging pricing and channel effectiveness beliefs. Hence, inclusive and sustainable business practices in live e-commerce have been examined, focusing on dual-digital-channel strategies involving influencer marketing and self-live-streaming. This paper investigates three digital supply chain structures for sustainability, which are based on influencer characteristics: the single digital channel (S), the dual-digital-channel structure without spillover effect (DN), and the dual-digital-channel structure with spillover effect (DS). This study employs Stackelberg game models to analyze behavioral, pricing, and channel preferences, and it also extends the model to offline channels. This study finds that (a) influencer effort affects influencer live-streaming pricing, which may not always be cheaper than self-streaming digital channels; (b) commission rates significantly impact influencer pricing strategies, leading retailers to use skimming and penetration pricing strategies when commission rates are low and high; and (c) retailers may develop influencer live-streaming channels if the cross-price coefficient is medium and low but prefer it when the coefficient and spillover impact are large. By analyzing how these digital channels contribute to societal sustainability through reduced environmental impact and enhanced social inclusion, this research highlights key marketing decisions that optimize business performance and social responsibility in the digital economy. It offers live e-commerce managers strategic channel selection, pricing, and sustainability advice and recommendations for future empirical validation to enhance practical applicability.
APA, Harvard, Vancouver, ISO, and other styles
7

Feng, Gaofeng, and Yangzhi Ou. "The Impact of Marketing Channel Changes on Brand Loyalty in the Digital Era." Economics & Business Management 1, no. 3 (2025): 100. https://doi.org/10.63313/ebm.9061.

Full text
Abstract:
With the rapid development of information technology, the wave of digitaliza-tion has profoundly changed the marketing landscape. Traditional marketing channels are facing challenges, and emerging digital marketing channels such as search engine marketing, social media marketing, content marketing, email marketing, and short video and live streaming marketing have become an im-portant way for enterprises to build their brands and connect with consumers by virtue of their precise, interactive and efficient features. The purpose of this paper is to discuss the types and characteristics of marketing channels in the digital era, and to analyze the measurements and influencing factors of brand loyalty and its new changes in the context of digitalization. On this basis, it fo-cuses on analyzing the influence mechanism of digital marketing channels on brand loyalty, including enhancing brand awareness, promoting emotional connection, improving purchase convenience and realizing precision market-ing. Finally, combining theoretical analysis and practical insights, we put for-ward strategic suggestions such as optimizing digital marketing channel combi-nations, strengthening brand-consumer interactions, improving the quality of digital marketing content, and utilizing data-driven marketing decision-making, with a view to providing theoretical references and practical guidance for en-terprises to enhance brand loyalty in the digital era.
APA, Harvard, Vancouver, ISO, and other styles
8

Swan, Eric L., Andrew J. Dahl, and James W. Peltier. "Health-care marketing in an omni-channel environment." Journal of Research in Interactive Marketing 13, no. 4 (2019): 602–18. http://dx.doi.org/10.1108/jrim-03-2019-0039.

Full text
Abstract:
Purpose Consumers have increased access to digital health tools such as social media, websites and marketer-controlled platforms for information sharing. Telemedicine (TM) represents an emerging omni-channel touchpoint for consumers to exchange information and inform health decision-making at a time and place of their choosing. While TM offers great potential, consumer adoption has been slower than expected. This paper aims to investigate attitudinal factors that influence adoption and usage of TM within consumers’ omni-channel decision-making environment. Design/methodology/approach Surveys from 869 patients were analyzed using multiple linear regression to examine the relationships between health decision-making, TM access benefits and omni-channel touchpoints (social media, website and internal health digital channels usage) on TM usage likelihood. Findings Attitudinal constructs related to TM’s benefits including access and health decision-making have the strongest impact on future TM usage. The study also empirically demonstrates a link between consumers’ omni-channel information seeking and TM usage. Research limitations/implications Increasing consumers’ involvement across omni-channel touchpoints has an additive effect on perceived benefits for engaging consumers in using digital offerings like TM. Future research is needed that examines the interrelationships on consumers’ health decision-making across generational cohorts and the post-adoption effects of digital service offerings. Practical implications Omni-channel touchpoints such as TM provide new opportunities to enhance shared decision-making. However, marketers need to adopt strategies that accommodate consumers’ evolving omni-channel preferences for access and information exchange to synergize digital service offerings with interpersonal touchpoints. Originality/value This study integrates shared decision-making, technology acceptance and omni-channel marketing literature to explore TM acceptance and usage within the context of consumers’ omni-channel decision process.
APA, Harvard, Vancouver, ISO, and other styles
9

Karaarslan, Ozan, and Ramazan Nacar. "Dijital pazarlama kanallarının kullanımının X, Y, Z kuşaklarına göre farklılaşması." Turkish Journal of Marketing 9, no. 4 (2024): 97–113. https://doi.org/10.30685/et6fh826.

Full text
Abstract:
Marketing has undergone a significant transformation and must adapt to every age. In a digitalized world, the digitalization of marketing has become inevitable. Digital Marketing has become increasingly important for companies. This study focuses on determining whether Digital Marketing channels create a significant difference between age groups so that marketers can choose appropriate digital marketing channels for targets. For this purpose, four hypotheses developed were tested with quantitative analysis methods using data obtained from 118 volunteer participants. According to the results of the χ2 test, it was concluded that social media usage, perspective/approach to social media advertisements and e-commerce usage behaviours exhibited a significant difference in age groups. It was determined that the effects of other digital marketing channels did not differ according to age generation. In this way, a company that conducts digital marketing activities will achieve maximum efficiency by knowing which digital marketing channel will be more successful according to the target audience it has chosen from the age generations.
APA, Harvard, Vancouver, ISO, and other styles
10

Karaarslan, Ozan, and Ramazan Nacar. "Dijital pazarlama kanallarının kullanımının X, Y, Z kuşaklarına göre farklılaşması." Turkish Journal of Marketing 9, no. 4 (2024): 97–113. https://doi.org/10.30685/tujom.v9i4.201.

Full text
Abstract:
Marketing has undergone a significant transformation and must adapt to every age. In a digitalized world, the digitalization of marketing has become inevitable. Digital Marketing has become increasingly important for companies. This study focuses on determining whether Digital Marketing channels create a significant difference between age groups so that marketers can choose appropriate digital marketing channels for targets. For this purpose, four hypotheses developed were tested with quantitative analysis methods using data obtained from 118 volunteer participants. According to the results of the χ2 test, it was concluded that social media usage, perspective/approach to social media advertisements and e-commerce usage behaviours exhibited a significant difference in age groups. It was determined that the effects of other digital marketing channels did not differ according to age generation. In this way, a company that conducts digital marketing activities will achieve maximum efficiency by knowing which digital marketing channel will be more successful according to the target audience it has chosen from the age generations.
APA, Harvard, Vancouver, ISO, and other styles
More sources

Dissertations / Theses on the topic "Digital marketing channel"

1

Saqib, Muhammad. "Social media marketing : Acquiring customer loyalty and relationship management using social media as a marketing channel." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Informatik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31811.

Full text
Abstract:
Abstract Social media is a marketing phenomenon that is growing very fast. Social media helps creating value for customers in broadcasting the advertising among social networks. Blog posts, videos, pictures, reviews and ratings all have a significant impact on marketing. The purpose of the thesis is to investigate how companies can achieve customer loyalty and customer relationship management using social media marketing and if companies can target new customers by social media. An inductive research approach was used in the study. Semi-structured interviews were performed with interviewees from two companies. A survey questionnaire was answered by 100 social media users which were also customers of the companies. The findings show that there are certain constraints in social media such as risk of user information security when their information can be shared with the companies so that companies can do better marketing research. Word of mouth is spread on social media where new customers are targeted. Social media is providing new channels for support, advertisement and acting as a news feed tool to keep customers up to date about recent events and news. The company stated that no extra resources were required to market on social media.
APA, Harvard, Vancouver, ISO, and other styles
2

Geiser, Felix. "Social media as a communication channel : Is it possible to build a digital brand and generate revenue streams simultaneously by applying influencer marketing?" Thesis, KTH, Industriell Marknadsföring och Entreprenörskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-210049.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Del, Aguila Llaque Maria Gracia, and Andrade Camila Murillo. "El Marketing Digital y su influencia en el posicionamiento del Gran Hotel Continental de la ciudad de Cajamarca durante el año 2019." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653576.

Full text
Abstract:
Esta investigación tiene como objetivo evaluar la influencia del correcto uso de Marketing Digital sobre el posicionamiento del Gran Hotel Continental de Cajamarca. Esta, reúne datos históricos y actuales del establecimiento, para recomendar los canales y estrategias de Marketing Digital adecuados para el hotel. Este establecimiento hotelero de 4 estrellas, lleva operando 16 años en Cajamarca. Su mercado objetivo es principalmente turistas nacionales y extranjeros, además de pequeños grupos corporativos de la región. Este estudio nace por la creciente digitalización de los medios de comunicación y, la fuerte presencia web que tienen los negocios. La propuesta de valor, nace del análisis de la situación actual, respecto a los temas digitales y los actores involucrados a nivel interno y externo; y como afectan al posicionamiento del establecimiento. Esto, para recomendar estrategias adecuadas que desarrollen su posicionamiento web; y la captura de clientes potenciales e ingresos. El primer capítulo expone el problema y traza los objetivos del estudio. El segundo, desarrolla el marco teórico, muestra información útil, y conceptos importantes de fuentes confiables, base de nuestra investigación. El tercero, muestra la metodología usada para profundizar la investigación,los instrumentos, muestra y población para lograr los objetivos. El cuarto, evidencia los resultados. El quinto la discusión de estos frente al marco teórico para afirmar la hipótesis. Finalmente, el sexto expone las conclusiones y recomendaciones a enviar al establecimiento.<br>This research aims to assess the influence of the correct use of Digital Marketing on the positioning of the Gran Hotel Continental Cajamarca. It gathers historical and current data from the establishment, to recommend the appropriate Digital Marketing channels and strategies for the hotel. This is a 4-star hotel and it has been operating for 16 years in Cajamarca. Its target is mainly domestic and foreign tourists, and small corporate groups in the region. This study begins from the increasing digitalization of media and the strong web presence that businesses have. The value proposition borns from the analysis of the current situation, regarding digital issues and the actors involved internally and externally; and how they affect the positioning of the establishment. This, to recommend suitable strategies to develop its web positioning; capturing potential clients and revenue. The first chapter exposes the problem and outlines the objectives of the study. The second, develops the theoretical framework, shows useful information, and important concepts from reliable sources, the basis of our research. The third shows the methodology used in the research, the instruments, the sample and population to achieve the objectives. The fourth evidences the results. The fifth is the discussion of these against the theoretical framework to confirm the hypothesis. Finally, the sixth exposes the conclusions and recommendations to be send.<br>Tesis
APA, Harvard, Vancouver, ISO, and other styles
4

Joyeux, Jean-Marc. "Analyse de la digitalisation du canal de distribution : une approche triadique dans l’étude du risque de désintermédiation des grossistes traditionnels." Thesis, Bourgogne Franche-Comté, 2020. http://www.theses.fr/2020UBFCG002.

Full text
Abstract:
Les intermédiaires sont des acteurs peu étudiés en Sciences de Gestion. La recherche propose de mettre en avant un type d’intermédiaire particulier qu’est le grossiste traditionnel. Face à la digitalisation de tous les secteurs, il est intéressant de s’interroger sur la capacité des grossistes à générer de la valeur ajoutée dans le canal de distribution. En se basant sur la méthodologie triadique et sur le terrain d’étude, il s’avère que le digital peut modifier les processus relationnels interorganisationnels. En l’absence de demande forte de l’aval du canal de distribution, les grossistes ont du mal à mettre en place une stratégie digitale faisant sens. En revanche, ce retard permet à l’industriel de prendre le leadership sur les flux informationnels en laissant la gestion des flux physiques et financiers au grossiste traditionnel. Ce phénomène de réintermédiation partielle remet en cause les relations entre les acteurs sans pour autant voir la disparition du grossiste<br>Intermediaries are little studied in Management Science. The research proposes to put forward a particular type of intermediary that is the wholesaler. Faced with the digitization of all sectors, it is interesting to question the capacity of wholesalers to generate added value in the distribution channel. Based on the triadic methodology and the field of study, it turns out that digital can modify one of the inter-organizational relational processes. In the absence of a strong demand for downstream distribution channels, wholesalers are struggling to put in place a digital strategy that makes sense. On the other hand, this delay allows the industrialist to take the lead on information flows by leaving the management of physical flows to the wholesaler. This phenomenon of partial re-intermediation calls into question the relations between the actors without seeing the disappearance of the wholesaler
APA, Harvard, Vancouver, ISO, and other styles
5

Bång, Andreas, and Cajsa Roos. "Digital Marketing Strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35282.

Full text
Abstract:
Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas &amp; Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and profit/performance are three parts that are argued to be central in a marketing strategy. The Internet and digital marketing strategy is an area that lacks research in the context of the manufacturing industry. Therefore it could be of importance to identify how companies use the Internet and digital channels in their digital marketing strategy. Research questions:  RQ 1. How do small and medium sized companies in B2B sectors use the Internet and digital channels in their marketing strategy? RQ 2. Why do small and medium sized companies in B2B use the Internet and digital channels in their marketing? RQ 3. How do small and medium sized companies in B2B see at future development of the use of the Internet and digital channels? Purpose:  The purpose of this study is to identify how small and medium sized companies in B2B use the Internet as a tool for digital marketing strategy.   Methodology: Qualitative approach, multi case study, semi-structured interviews   Conclusion: Most used digital channel is the homepage. The more competition a company has results in a higher adoption of digital channels. Relationships can be enhanced through digital channels.
APA, Harvard, Vancouver, ISO, and other styles
6

Latoure, Rojas Ariana Elizabeth, and Saavedra Karen Camila Rasmussen. "Factores que influyen en la compra en el canal digital en tiendas por departamento." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653520.

Full text
Abstract:
El propósito del presente trabajo tiene como finalidad analizar los factores que influyen en la compra en el canal digital en tiendas por departamento, en los cuales se resaltaron y se usaron como base cuatro grandes factores expuestos por Martin Lewicki, los cuales son: la arquitectura, la oferta, la información y la comunidad. Estos factores, serán detallados más adelante con el fin de poder identificar cuáles son los que generan mayor influencia en los usuarios de este medio. Asimismo, poder conocer las relaciones que guardan entre los mismos y ver en cuáles las compañías debería ponerle más énfasis para poder generar mayor cantidad de rotación de productos y así generar ganancias.<br>The purpose of this work is to analyze the factors that influence purchases in the digital channel by department, in which four major factors were highlighted and used as a basis by Martin Lewicki, which are: architecture, supply , information and the community. These factors will be detailed later in order to be able to identify the greatest ones that generate the greatest influence on users of this medium. Likewise, knowing the relationships between them and looking at companies in search engines should put more emphasis on it to generate a greater amount of product rotation and thus generate profits.<br>Trabajo de investigación
APA, Harvard, Vancouver, ISO, and other styles
7

Seehathao, Titti, and Gustavsson Helena Levin. "Att kommunicera hållbarhet inom turism : Hur kommunicerar aktörer inom besöksnäringen hållbarhet i digitala kanaler? Om det inte syns, hur vet vi att det finns?" Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation (from 2013), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-78823.

Full text
Abstract:
Denna studie har som syfte att undersöka hur aktörer inom besöksnäringen i Värmland arbetar med att kommunicera hållbarhet i digitala kanaler. Vi har valt att använda oss av en kvalitativ metod med socialkonstruktivism och diskursanalys som vetenskaplig inriktning samt ett abduktivt angreppssätt. I metoden använde vi oss av textanalys för att se hur de utvalda aktörerna kommunicerar hållbarhet med texter, bilder och filmer. Urvalet av aktörerna har vi valt utifrån turismens tre delar som är inom kategorierna äta, göra och bo, där en aktör valdes ut i varje kategori. Det teoretiska ramverk grundar sig på hållbar turism och marknadsföring, där vi beskriver tidigare forskning kring hållbarhet inom sociala, ekologiska och ekonomiska aspekter, samt olika marknadsföringsstrategier inom digitala kanaler. Studien visar att aktörer använder sig av digital marknadsföring och med deras aktiva närvaro i digitala kanaler indikerar på att det bidrar till varumärkesbyggande. Studien visar också att de kommunicerar hållbar turism främst inom den sociala och ekologiska aspekten och mindre visar kommunikation av ekonomisk hållbarhet.<br>The purpose of this study is to analyze how companies in the hospitality industry in Värmland work to communicate sustainable tourism on digital channels. We have chosen to use a qualitative method with social constructivism and discourse analysis as a scientific approach and an abductive approach. In the method, we used text analysis to define how the selected companies communicate sustainability with texts, images and videos. The selection of the tourist company we’ve used was based on the tourism three category äta-göra-bo, where one company was selected in each category. Our theoretical framework is based on sustainable tourism and marketing, where we describe previous research on sustainability in social, ecological and economic aspects, as well as various marketing strategies in digital channels. The study shows that the companies use digital marketing and their active presence on digital channels indicates to the contribution of branding. The study also shows that companies communicate sustainable tourism in primarily the social and ecological aspects and less show communication of economic sustainability.
APA, Harvard, Vancouver, ISO, and other styles
8

Mattila, J. (Juho). "Customer experience management in digital channels with marketing automation." Master's thesis, University of Oulu, 2016. http://urn.fi/URN:NBN:fi:oulu-201601291092.

Full text
Abstract:
Superior customer experience and successful customer experience management can create a competitive advantage that is difficult to match by the competitors. However managing customer experience successfully the customer experience needs to be considered in the context of multiple marketing channels and multiple customer segments which requires a lot of resources. With the difficult financial conditions today the use of technology and marketing automation offer companies a chance to work efficiently across the marketing channels and segments. Managing customer relationships and customer experience has been studied quite extensively before. In recent years the scope in the research has moved more from customer relationship management (CRM) to customer experience management (CEM). Segmentation of the customers origins from the 1950s and it is one of the fundamental concepts of marketing. Also digital marketing and using technology in the marketing has been studied quite a lot in the past decades. However using technology and specially marketing automation as a tool to manage customer experience has not been studied. Since customer experience is seen one of the most important concepts of marketing in the coming years and companies are all the time looking a ways how to enhance their marketing with better use of software these two concepts make an interesting combination. In this study I have combined the customer experience management with marketing automation. My main research question is how customer experience can be managed with marketing automation. The sub questions are what kind of channels can be used in the digital marketing and how customers can be segmented effectively. I’ll answer these questions by reviewing the research that has already been made in these areas and with a case study of the customer experience and marketing automation in a company called Fintoto. The literature research includes customer experience and it’s management, segmentation, digital marketing channels and use of technology in marketing. Based on this research is built a framework which is used the case study to analyze the customer experience and marketing automation of Fintoto. Main results were that there is a way how customer experience can be managed with marketing automation. The main argument is that as customer experience happens in the touch-points where customer interacts with the company with the use of marketing automation technology the respond can differ and be most optimal one for each customer. The data gathered from the customers can be used with marketing automation to tailor the right response or message for each customer.
APA, Harvard, Vancouver, ISO, and other styles
9

Frisch, Yannik Felix, and Jaakko Alarik Tawast. "Digital Sports Sponsorship : The Impact of Digital Communication Channels on Sponsorship Relationships." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-164732.

Full text
Abstract:
Supporters and spectators of sports club matches are often exposed to advertising of sponsors of the respective club. The most common exposure is to billboard ads, such as, e.g. LED screens on the side of the football pitch, the logo of sponsors embedded in the ice of an ice hockey rink or the logo of the sponsor on the athletes' jerseys. However, exposure does not mean engagement and engagement is what sponsors seek as it can increase the purchase intention of the supporters and spectators engaging with the company. With classical sponsorship approaches, it is hard to measure the number of supporters that actually engage with and eventually purchase from the sponsoring companies. Furthermore, the engagement approach that companies choose besides classical offline sponsorship is limited to occasional news updates or - at the most - highlights of matches. Therefore, the distance between sponsors and supporters is perceived as very wide by the latter. Digital communication channels and especially social media generally poses a good way to engage with supporters, but many companies fail to implement a strategic approach to social media communication.This study is aimed at analysing sports sponsorship in the light of digitalisation and wants to contribute to the scarce literature in the field. Sponsorship is a generally widely investigated and researched topic, and so is digital marketing. In current literature, these topics rarely appear closely linked to each other. Although many companies recognise the importance of digital communication tools for their sponsorship agreements, many fail to integrate it properly. Also, sports clubs often neglect the strategic implementation of digital communication. To fill this research gap, the study at hand wants to answer the following research question.“How is sports sponsorship effectiveness enhanced by the use of digital communication channels and by restructuring the relationships among all three stakeholders within the respective agreement?”An exploratory mixed methods study, which includes 115 questionnaire respondents as well as six expert interviews, was conducted to address this research question as well as the novelty of the research topic. The research was undertaken with a focus on Swedish football and ice hockey teams in professional divisions as well as their sponsors. The study yielded several results which contribute to the literature and show relevance for practice. Firstly, the study showed that all the stakeholders lack the knowledge of the aspiration of each other as well as structured communication strategies in digital channels. Secondly, the communication between clubs and sponsors is insufficient, and wishes, ideas and assumptions concerning a sponsorship agreement remain hidden to the other parties. Thirdly, the clubs, as well as the sponsors, fail to integrate the supporters' wishes and needs into the sponsorship approach, which impedes the effectiveness and the success of this agreement. Fourthly, clubs and sponsors fail to implement precise indicators for the success of a sponsorship deal.
APA, Harvard, Vancouver, ISO, and other styles
10

Butery, Laurent. "Centres commerçants urbains et cross-canalité : perspectives théoriques et enjeux pratiques." Thesis, Paris 1, 2016. http://www.theses.fr/2016PA01E079.

Full text
Abstract:
Ce travail doctoral est né à l’occasion d’une recherche sur la prospective du commerce urbain réalisée avec le soutien de la Direction Générale Adjointe chargée de l’Appui aux Entreprises de la CCI Paris Ile de France (Badot, Lemoine et Butery, 2013). Les rencontres avec les experts en charge du commerce nous ont révélé l’importance des transformations du secteur marchand impacté par l’arrivée du digital, les peurs et les freins qui en résultent, notamment lorsqu’il s’agit de mettre en œuvre ces nouveaux dispositifs de vente cross-canal<br>No English summary available
APA, Harvard, Vancouver, ISO, and other styles
More sources

Books on the topic "Digital marketing channel"

1

Seminar, ITA (Organization). "The digital millennium: Planning for changes in technology, economics and marketing" : proceedings. ITA, 1994.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
2

King, Christopher. Youtube Marketing Advertising Mastery Secrets 2020: The Ultimate Social Media Beginners Guide to Start Your Digital Affiliate or Business Marketing Channel with Success, for Every Brand. Independently Published, 2020.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
3

YouTube Marketing Advertising Mastery Secrets 2020: The Ultimate Social Media Beginners Guide to Start Your Digital Affiliate or Business Marketing Channel with Success, for Every Brand. Giada LTD, 2020.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
4

Fitzpatrick, Leo. How YOU Can Become a Famous YouTuber In 2019: Use the Newest Strategies in Social Media and Digital Marketing and Facebook Advertising to Explode Your Personal Brand and YouTube Channel Is 2019. Independently Published, 2019.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
5

Clowes, Christopher. Digital Marketing Strategy: How To Use Digital Marketing Tools and Channels to Grow Your Business. Business Expert Press, 2018.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
6

Clowes, Christopher. Digital Marketing Strategy: How to Use Digital Marketing Tools and Channels to Grow Your Business. Business Expert Press, 2018.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
7

Rogowski, Lara-Franziska. Digital Marketing. Chancen und Risiken Im Internationalen Vertrieb. GRIN Verlag GmbH, 2014.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
8

Wahl, Paul. Digital Marketing : How to Promote Your Business Successfully on the Internet: Digital Channels. Independently Published, 2021.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
9

Mosca, Fabrizio, and Chiara Civera. Digital Channels and Social Media Management in Luxury Markets. Taylor & Francis Group, 2017.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
10

Mosca, Fabrizio, and Chiara Civera. Digital Channels and Social Media Management in Luxury Markets. Taylor & Francis Group, 2020.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
More sources

Book chapters on the topic "Digital marketing channel"

1

Mohammadi, Sardar, Seyyed Iman Ghaffarisadr, and Mike Rayner. "Tokyo Games and Omni-channel Marketing." In Digital Marketing in Sports. Routledge, 2023. http://dx.doi.org/10.4324/9781003430353-9.

Full text
APA, Harvard, Vancouver, ISO, and other styles
2

Tamilmani, Kuttimani, Nripendra P. Rana, and Yogesh K. Dwivedi. "Multi-channel Digital Marketing Strategy in an Emerging Economy: The Case of Flintobox in India." In Digital and Social Media Marketing. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-24374-6_16.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Muggenhuber, Johanna, Tanja Doppler, Cordula Cerha, and Robert Zniva. "How Technology Helps Farmers to Cater to Consumers – Channel Formats and Consumer Motives." In Advances in Digital Marketing and eCommerce. Springer Nature Switzerland, 2023. http://dx.doi.org/10.1007/978-3-031-31836-8_16.

Full text
APA, Harvard, Vancouver, ISO, and other styles
4

Hu, Lala, and Mirko Olivieri. "Social Media and Omni-Channel Strategies in the Tourism Industry: An Analysis of Club Med." In Advances in Digital Marketing and eCommerce. Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-47595-6_7.

Full text
APA, Harvard, Vancouver, ISO, and other styles
5

Ampler, Nadine, Christian Koch, and Rainer Olbrich. "Who Buys When and Where? How Channel Design and Consumer Attributes Influence Customer Journey Outcomes." In Advances in Digital Marketing and eCommerce. Springer Nature Switzerland, 2023. http://dx.doi.org/10.1007/978-3-031-31836-8_2.

Full text
APA, Harvard, Vancouver, ISO, and other styles
6

Torregrosa, Marta, Cristina Sánchez-Blanco, Patricia SanMiguel, and Jorge del Río Pérez. "Instagram: Digital Behavior in Luxury Fashion Brands." In Fashion Communication in the Digital Age. Springer Nature Switzerland, 2023. http://dx.doi.org/10.1007/978-3-031-38541-4_2.

Full text
Abstract:
AbstractSocial media has become an essential brand communication channel for fashion brands through interaction, engagement and personal communication. Instagram is one of the most important social media platforms for communication and marketing for the luxury fashion industry and is a key marketing tool for brand equity, brand loyalty and brand preference. This study examines how luxury fashion brands relate to their consumers on Instagram through seven quantitative variables (engagement, fans, interaction, number of likes, number of comments, number of publications and publications per day) and ten qualitative variables (account description, link analysis, quality of comments, stories, highlights, reels, photos in which they are tagged, feed, texts of publications and integration between Instagram and the webpage). Four luxury brands were selected as case studies: Louis Vuitton, Chanel, Hermes, and Gucci. The results show that luxury fashion brands tend to be somewhat unidirectional in their interaction.
APA, Harvard, Vancouver, ISO, and other styles
7

Rey-García, Marta, Ana Regueiro Otero, and Vanessa Mato-Santiso. "The Challenges of Digital Transformation for Fast-Fashion Brands: A Proposal for an Operational Tool to Measure Omni-Channel Integration." In Advances in National Brand and Private Label Marketing. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-92084-9_11.

Full text
APA, Harvard, Vancouver, ISO, and other styles
8

Rangaswamy, Easwaramoorthy, Stephanie Lim Mei Ling, Nishad Nawaz, and Gemini Velleringatt Joy. "Internet of Things: Effectiveness of Instant Messengers on Consumer Behaviour as a Digital Marketing Channel." In Corporate Practices: Policies, Methodologies, and Insights in Organizational Management. Springer Nature Singapore, 2024. http://dx.doi.org/10.1007/978-981-97-0996-0_12.

Full text
APA, Harvard, Vancouver, ISO, and other styles
9

da Silva Siqueira, Wesley Felipe. "Study-Abroad Portals in the EHEA: A Case Study of the Study in Romania Platform." In European Higher Education Area 2030: Bridging Realities for Tomorrow’s Higher Education. Springer Nature Switzerland, 2024. https://doi.org/10.1007/978-3-031-75140-0_8.

Full text
Abstract:
Abstract National governments employ various strategies to attract prospective students, encompassing comprehensive public policies and targeted marketing initiatives. Countries often promote themselves as study destinations through official study-abroad platforms aimed at international audiences. These “study-in” websites inform on administrative and bureaucratic requirements for admission to higher education institutions, allow international students to explore available degrees and, in many cases, are the direct channel for applying for degree programs and scholarships. This study explores the role of national study-abroad portals in the digital transitions of the European Higher Education Area (EHEA). It investigates how national governments leverage such platforms to attract international students and promote their universities and programs abroad using nation branding strategies. By analyzing the Study in Romania platform and comparing it to similar websites, the study aims to address the research question: What is the role of official study-abroad portals within the digital landscape of the EHEA? The research is supported by both primary data, through an interview conducted with a staff member of The Executive Agency for Higher Education, Research, Development and Innovation Funding (UEFISCDI) in December 2022, and secondary empirical data, such as the enrollment numbers of foreign students at universities in a given country. Through a comprehensive review of data and literature, the study provides insights, lessons learned, and recommendations for enhancing the Study in Romania platform to position the country as a more attractive study destination. The findings of this study are intended to assist universities and national governments in refining their digital strategies to attract and support international students within the EHEA.
APA, Harvard, Vancouver, ISO, and other styles
10

Funck, Dirk. "Multi-Channel vs. Omni-Channel: Vertriebskanäle bestimmen und kombinieren." In Digitales Management und Marketing. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-33731-5_20.

Full text
APA, Harvard, Vancouver, ISO, and other styles

Conference papers on the topic "Digital marketing channel"

1

A, Latha, Sangeetha S, and Elankumaran R. "Evaluating Channel and Appeal Effectiveness to Optimize Digital Campaigns in Fashion Marketing." In 2025 3rd International Conference on Advancements in Electrical, Electronics, Communication, Computing and Automation (ICAECA). IEEE, 2025. https://doi.org/10.1109/icaeca63854.2025.11012306.

Full text
APA, Harvard, Vancouver, ISO, and other styles
2

Freitag, Christopher. "Modeling marketing effort in an omni channel world." In MEDES'16: The 8th International Conference on ManagEment of Digital EcoSystems. ACM, 2016. http://dx.doi.org/10.1145/3012071.3012095.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Choon, Kwai Mui, and Tong Ming Lim. "A Critical Review on Impression Rate and Pattern on Social Media Sites." In International Conference on Digital Transformation and Applications (ICDXA 2020). Tunku Abdul Rahman University College, 2020. http://dx.doi.org/10.56453/icdxa.2020.1003.

Full text
Abstract:
Social media interaction continues affecting consumer opinion of a product, so social media marketing has become the most accessible marketing channel for brands to reach their business’ target market, product promotion, make a sale or spread brand awareness. This paper is to critically review past research works on the impact of impressions on social media marketing and highlight gaps found. There are limited studies available on the impact of the impression rate on brand awareness through social media marketing/advertising. By using a systematic literature review, this paper contributes to social media adoption by investigating consumers’ brand awareness towards social media advertising, the relationship between impressions rate and brand awareness and social media measurement practices in various industries. Keywords: social media, impressions, reach, brand awareness
APA, Harvard, Vancouver, ISO, and other styles
4

Rykowski, Jarogniew, and Mateusz Nomańczuk. "Digital signing for short-message broadcasted traffic in BLE marketing channel." In 2016 Federated Conference on Computer Science and Information Systems. PTI, 2016. http://dx.doi.org/10.15439/2016f580.

Full text
APA, Harvard, Vancouver, ISO, and other styles
5

Davidavičius, Sigitas, and Tadas Limba. "SEARCH PECULIARITIES OF EDUCATIONAL CONTENT IN CONTEXT OF REMOTE WORK." In 12th International Scientific Conference „Business and Management 2022“. Vilnius Gediminas Technical University, 2022. http://dx.doi.org/10.3846/bm.2022.888.

Full text
Abstract:
Last decades showed that there is a huge shift in the way how marketing professionals and scientists under-stand digital marketing activities. The focus moved from proper selection of communication channel or other measures to more holistic approaches such as inbound marketing, which unifies the range of marketing tactics like content mar-keting, marketing on social media, search marketing etc. The content became one of the core elements of digital value proposition (OVP) along with the product. The pandemic of COVID-19 have changed the behavior of people in their everyday life both in the context of entertainment and work. Teleworking has become a norm and revealed a range of issues faced by those who work from home. They are on they own with adoption of new and in some cases never used before technologies and obviously need for effective support in form of accessible and usable content which in turn creates a lot of uncertainties for companies operating in the field. Decisions related to the form of content the search channel became relevant as never before. Paper aims to investigate trends and changes of the educational content con-sumption preferences among the users in the face of COVID-19. In order to investigate needs and preferences of con-sumers in terms of educational content related to teleworking software consumption, a survey method and descriptive statistics where employed. Home-based workers of various profiles were interviewed and specific trends of needs for software and educational content as well as forms and search channels of the content were revealed. The study shows that during the COVID-19 and the remote work determined by it, a need for communicational technologies, and software increased which caused in turn increased need for educational content related to usage of those technologies. Costumers are intended to look for such a content using mainly search engines then video streaming services, websites of software producers and then forums. The most preferred form of content – video and combined text and images.
APA, Harvard, Vancouver, ISO, and other styles
6

Kirillova, Tatyana, Anna Tsaturova, Irina Ponyaeva, and Anna Kirillova. "Advantages of using Omni-channel marketing technologies in the field of trade." In DTMIS '20: International Scientific Conference - Digital Transformation on Manufacturing, Infrastructure and Service. ACM, 2020. http://dx.doi.org/10.1145/3446434.3446485.

Full text
APA, Harvard, Vancouver, ISO, and other styles
7

Mitrovic, Ksenija, Anja Jakšić, and Jelena Spajić. "The Role of AR Technology in the Era of Pandemic Marketing." In 27th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management. University of Novi Sad, Faculty of Economics in Subotica, 2022. http://dx.doi.org/10.46541/978-86-7233-406-7_225.

Full text
Abstract:
The consequences of the global pandemic have accelerated the digital transformation and created a new business environment. Adapting to the circumstances, brands have shifted their communication and sales on the online channel. Despite the growth of online shopping, the inability to test products is known to be one of the main obstacles to choosing this channel. Limited access to stores during the pandemic has forced brands to choose alternative ways to display and test products. Creating business models based on virtual technologies is recognized as a chance to engage consumers in the era of pandemic marketing, when the importance of digital experiences is growing. In such conditions, the tool that enables virtual try-on, supported by augmented reality (AR) technology, has experienced expansion. The paper analyzes the usage of AR technology and its virtual try-on function. An overview of virtual solutions in different industries is given. In addition to the utilitarian, hedonistic value of interaction with such tools is also recognized, making the virtual try-on feature more than a pandemic trend.
APA, Harvard, Vancouver, ISO, and other styles
8

Chen, Qirui, Wei Zhang, Jianing Xu, Jiali Yu, and Ying Jiang. "An Electronic Channel Operation Method for Power Marketing Based on User Behavior Analysis." In Proceedings of the 2nd International Conference on Big Data Economy and Digital Management, BDEDM 2023, January 6-8, 2023, Changsha, China. EAI, 2023. http://dx.doi.org/10.4108/eai.6-1-2023.2330378.

Full text
APA, Harvard, Vancouver, ISO, and other styles
9

Marrone, Teresa, and Pierpaolo Testa. "Brand algorithms and social engagement in digital era." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1002562.

Full text
Abstract:
The world we live in today is pervaded by digital, the net is increasingly present and mixes the dimensions of the physical and the virtual, changing the way we understand, decide and evaluate things and also the way we do business. Artificial intelligence (AI) and related technologies are transforming the way we think and do marketing and the way companies relate to consumers and society.Internet has assumed a key role in nurturing innovation within business ecosystems. AI, big data and Internet of things (IoT) are key drivers of the current revolution in the way of communicating and relating among both individuals and products. This change is mainly due to the impact of algorithms’ mediations on the creation of value and customer engagement.Recent years, growing attention has been devoted to consumer brand engagement through emerging technological platforms (e.g., social media/artificial intelligence-based). However, despite important knowledge advancement, much remains unknown regarding the effect of Consumers’ Technology-Facilitated Brand Engagement (CTFBE) on individuals’ wellbeing, thus determining an important research gap (Hollebeek and Belk, 2021). CTFBE comprises a vital social facet. Hollebeek and Belk (2021) define CTFBE as a consumer’s bloodedly volitional resource investment in technology-mediated brand interactions (Kumar et al., 2019; Hollebeek et al, 2020). Online behavioral customer engagement occurs because of the rise of the new media and the advancement of technology, which have changed the way customers connect and interact with firms (Jahn and Kunz, 2012). One of the most active channels for such an aim are social media (Gummerus et al, 2012) where customers share their own experiences, information, review brands and manifest enthusiasm, delight, or disgust about a brand with others (Hollebeek and Chen, 2014).Digital transformation has totally transformed the value creation process (Reinartz et al., 2019) revolutionizing the way of doing business using the large mass of available data and information, through sophisticated service platforms that increase both effectiveness and efficiency in the value creation processes. AI has been a key component of digital transformation, substantially affecting consumer decision-making (Duan et al., 2021).AI, big data and the IoT are supporting and / or automating many decision-making processes: product, price, channel, supply chain, communication, etc. The customer experience is also redesigned starting from new value creation objectives and can become a stimulus for the creation of new business models. This, in turn, can provide a customized experience that is highly valued by consumers (Lemon and Verhoef, 2016). While new technologies have brought more ways for customers to interact with brands and companies, digital technologies have similarly enabled the automation of company’s interactions with customers (Kunz et al., 2017).According to Kumar et al (2010), AI represents the enabling technology for the transformation of marketing theory and practices: the enormous availability of data, the explosion of the possibilities to reach and interact on the markets and an increased speed of transactions. AI-enabled digital platform helps organizations to attract their customers (Bag et al, 2021; Chawla and Goyal, 2021).An increasing number of marketing decisions already use artificial intelligence in some way, and with the rise of big data is becoming easier to incorporate AI into business practices. Marketers may develop a more effective and personalized communication approach (Mogaji et al., 2020). For this reason, today AI is adopted in all activities where classification, forecasts and clustering are useful or necessary to solve problems and support decisions (management of anomalies in processes, logistics and optimization planning, customer service and customization).In the contemporary world the ubiquity of digital has made fluid the distinctions between channels and has integrated two dimensions of reality (physical and virtual one in phygital), the management of complex processes has become agile and adaptive, the advantages of integration and dynamic use of resources condition the operation of entire businesses. Well, what influence all this changes, new technologies and brand algorithms will have on social engagement?Prior studies on artificial intelligence in service and marketing research have not addressed customer engagement (Kaartemo &amp; Helkkula, 2018). Perhaps, even Kaartemo &amp; Helkkula (2018) specifically called for more research to answer the question: “How can we improve customer engagement through AI?”The article proposal is theoretical/conceptual in nature and starts from an updated review of academic literature on the aforementioned topics, mainly within marketing and business management disciplines, to achieve an interpretative attempt of Brand algorithm and social engagement (role) in digital era. References on request.
APA, Harvard, Vancouver, ISO, and other styles
10

Gardašević, Jovana, Marko Carić, and Sandra Brkanlić. "The importance of the Facebook Usage in the Development of Women's Entrepreneurship." In INNODOCT 2021. Editorial Universitat Politècnica de València, 2021. http://dx.doi.org/10.4995/inn2021.2021.13296.

Full text
Abstract:
The subject of the paper is to examine the importance of the use of the social network Facebook in women's entrepreneurship with the aim of encouraging the development or improvement of existing business of women entrepreneurs engaged in SMEs, through the use of this modern interactive and marketing tool. The paper is of a general and overview character and aims to inform all interested parties about the importance and manner of using the social network Facebook in the development of entrepreneurial business, by undertaking marketing and promotional activities and by the possibility of establishing cooperation, participation, collaborations and interactions with different partners in their everyday business environment. In the era of digital technologies, social media marketing has a wide development, offering entrepreneurs cooperation and connection with customers. Social media platform is a vital channel for reaching customers for businesses. Facebook is a kind of public space where all initiatives are welcome. Its technology relaxes all the entry barriers for all entrepreneurs, because starting a small business on Facebook does not require digital or legal expertise, entry costs or even a high level of digital literacy. Women's entrepreneurship refers to women or groups of women who discover new economic opportunities and activities, by actively running and managing a business. Using Facebook as a marketing tool to achieve goals, allows women entrepreneurs to gain greater visibility and popularization in the market, while also avoiding facing business inequality. Through the content analysis, the paper points out the attractiveness of the social network Facebook, as a modern digital communication space, which provides fast and viral dissemination of information for various purposes, and thus women entrepreneurs can find their way to their customers or other partners, to promote and sell their products or services, with the ultimate goal of surviving and improving their business.
APA, Harvard, Vancouver, ISO, and other styles
You might also be interested in the extended bibliographies on the topic 'Digital marketing channel' for particular source types:
Journal articles Dissertations / Theses Books
We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!

To the bibliography