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Journal articles on the topic 'E-commerce marketing tactics'

Author: Grafiati

Published: 7 June 2025

Last updated: 16 July 2025

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1

Hiremath, V. R., and Sanjeev Ingalagi. "Consumer perceptions of e-commerce marketing tactics in North Karnataka." Heritage and Sustainable Development 7, no. 1 (2025): 415–28. https://doi.org/10.37868/hsd.v7i1.1187.

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This study investigates customer perceptions of e-commerce marketing tactics in North Karnataka, employing a mixed-method approach that integrates secondary and primary data. Secondary data were sourced from Scopus-indexed journals, providing theoretical background, while primary data were collected via self-administered questionnaires from 150 randomly selected respondents across North Karnataka. Various measurement instruments were used to capture customer perceptions, attitudes, and satisfaction levels, including nominal, ordinal, and scale data. The collected data underwent coding and clea

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Xu, Jingzhi. "Livestream Marketing Strategy: Tactics of Chinese Top Influencer Austin Li." BCP Business & Management 43 (March 24, 2023): 181–86. http://dx.doi.org/10.54691/bcpbm.v43i.4637.

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This paper analyzes the E-commerce live streaming strategy and team composition of Lijia Qi (Austin), the most influential E-commerce live streaming Influencer in China. Using the SWOT analysis framework, the advantages and disadvantages of the Austin Li team were analyzed in detail. Based on this research, insightful conclusions were gained by in-depth research of the entire Chinese live-streaming E-commerce industry, while giving scientific suggestions for the future development of both the industry and participants. The results show that Austin Li has a structured team composition. Differen

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Kumar, Kuldeep. "A Study on E-Commerce Logistics: The Impact of Marketing Tactics on Fulfillment Operations and Customer Satisfaction." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 06 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem35640.

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In the dynamic landscape of e-commerce, the nexus between marketing strategies and logistics operations plays a pivotal role in shaping customer satisfaction and overall business success. As e-commerce continues to flourish, the interplay between marketing tactics and fulfilment operations has become increasingly intricate, with each aspect significantly influencing the other. Effective marketing tactics not only drive customer engagement and sales but also exert profound effects on the logistical intricacies of order fulfilment, delivery, and post-purchase experiences. This symbiotic relation

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Misidawati, Dwi Novaria, Darmiono Darmiono, Erwina Kartika Devi, Siti Fatimah, and Sarwono Sarwono. "The Effect of Digital Marketing Strategy and Service Quality on Customer Satisfaction in the Indonesian E-Commerce Industry." Sinergi International Journal of Management and Business 1, no. 2 (2023): 160–71. http://dx.doi.org/10.61194/ijmb.v1i2.145.

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This study investigates the influence of digital marketing strategy and service quality on customer satisfaction within the Indonesian e-commerce industry. Driven by the significant growth of e-commerce in Indonesia, the research aims to identify the key factors that impact customer satisfaction and provide actionable insights for e-commerce businesses. Utilizing a quantitative research design, data were collected from 200 Indonesian e-commerce customers through a structured questionnaire. The analysis employs Structural Equation Modeling (SEM) with Partial Least Squares (PLS) to evaluate the

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Vohidovna, Jurayeva Umida, Qurbanov Ozad, and Akbarova Zilola. "E-Commerce Growth and Its Impact on Local Marketing." Journal of Management and Economics 5, no. 6 (2025): 8–11. https://doi.org/10.55640/jme-05-06-02.

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Rapid expansion of e-commerce has reconfigured the competitive landscape for local businesses and reshaped the practice of place-based marketing. This article examines global e-commerce growth trajectories over the past decade and analyses how the rise of digital retail platforms alters local marketing strategies, budgets and consumer relationships. Drawing on a mixed-methods approach – statistical analysis of market data, a survey of 214 Uzbek and Central Asian small enterprises, and qualitative interviews with marketing managers – the study identifies three primary effects. First, the bounda

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Zahratunnisa, Hafidza Safara, Imairi Etiveni, Betty Purwandari, and Erisva Hakiki Purwaningsih. "How People Recognize Dark Pattern in E-Commerce?" Jurnal Sistem Informasi 21, no. 1 (2025): 82–97. https://doi.org/10.21609/jsi.v21i1.1479.

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In the digital era, many manipulative design tactics, commonly referred to as ‘dark patterns’, have emerged. These tactics are designed to hide, mislead, deceive, and even exploit users while using an application. This study explores the dynamics of user perception and their ability to recognize these dark patterns. The study involved evaluating 11 participants through in- depth interviews and exposure to 12 screenshots from Indonesian e-commerce platforms containing these design tactics. Not all participants were able to recognize dark patterns in the screenshots. Those who were able often at

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Mythili, R. "Studying Cart Abandonment, Online Purchasing Behavior, Influences and Customer Preferences." Ushus Journal of Business Management 23, no. 2 (2024): 1–16. https://doi.org/10.12725/ujbm.67.1.

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Cart abandonment remains a significant challenge in e-commerce, leading to lost revenue and hindering business growth. This study investigates the multifaceted role of online marketing strategies in influencing cart abandonment rates, with a specific focus on the often-overlooked contribution of Search Engine Optimization (SEO). Through [mention research methodology], the study analyzes how various online marketing tactics, particularly SEO practices, impact consumer behavior and purchase decisions, ultimately influencing cart abandonment rates. The findings reveal valuable insights into optim

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Purnomo, Yudiyanto Joko. "Digital Marketing Strategy to Increase Sales Conversion on E-commerce Platforms." Journal of Contemporary Administration and Management (ADMAN) 1, no. 2 (2023): 54–62. http://dx.doi.org/10.61100/adman.v1i2.23.

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In this digital era, technological developments have significantly changed the business paradigm, especially in the e-commerce industry. E-commerce platforms have become one of the main media for many companies to sell their products and services online. However, the increasing number of competitors on e-commerce platforms requires companies to have an effective marketing strategy to increase sales conversion and gain a competitive advantage. The purpose of this research is to analyse and identify effective digital marketing strategies in increasing sales conversion on e-commerce platforms. Th

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Purnomo, Yudiyanto Joko. "Digital Marketing Strategy to Increase Sales Conversion on E-commerce Platforms." Journal of Contemporary Administration and Management (ADMAN) 1, no. 2 (2023): 54–62. http://dx.doi.org/10.61100/adman.v1i2.23.

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In this digital era, technological developments have significantly changed the business paradigm, especially in the e-commerce industry. E-commerce platforms have become one of the main media for many companies to sell their products and services online. However, the increasing number of competitors on e-commerce platforms requires companies to have an effective marketing strategy to increase sales conversion and gain a competitive advantage. The purpose of this research is to analyse and identify effective digital marketing strategies in increasing sales conversion on e-commerce platforms. Th

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Tubalawony, Jacsy. "Effectiveness of Digital Marketing with Influencers, Video Content, and Referral Programmes on Consumer Trust in E-Commerce Platforms in West Java." West Science Social and Humanities Studies 2, no. 10 (2024): 1704–11. http://dx.doi.org/10.58812/wsshs.v2i10.1372.

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This study examines the efficacy of digital marketing methods, particularly influencer marketing, video content, and referral programs, on consumer trust in e-commerce platforms in West Java. A quantitative research design was utilized to collect data from 300 respondents through a structured online questionnaire. The investigation employed Structural Equation Modeling with Partial Least Squares (SEM-PLS 3) to examine the links between digital marketing methods and consumer trust. The results indicate that all three tactics markedly improve consumer trust, with influencer marketing exerting th

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Mrs. Rajitha Pathange, Mrs. Rajani Parcha, Jadhav Laharika, Jallela Shirisha, Jamirun Begum, and Jegiram Vani. "A Study on E-Marketing at eBay." international journal of engineering technology and management sciences 8, no. 2 (2024): 330–34. http://dx.doi.org/10.46647/ijetms.2024.v08i02.042.

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This research aims to conduct a comprehensive study on E-Marketing practices employed by eBay, one of the leading e-commerce platforms globally. As the landscape of online marketing continues to evolve, understanding the strategies and approaches adopted by prominent players such as eBay becomes crucial. Employing a mixed-methods research design, including content analysis, surveys, and interviews, this study seeks to explore the various facets of eBay's E-Marketing initiatives. Key objectives include analyzing the effectiveness of eBay's digital marketing strategies, assessing customer engage

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Wijayanto, Gatot, Jushermi Jushermi, Aida Nursanti, Arini Novandalina, and Yutiandry Rivai. "The Effect of E-commerce Platforms, Digital Marketing, and User Experience on Market Reach and Competitiveness of Indonesian MSMEs." International Journal of Business, Law, and Education 5, no. 1 (2024): 811–23. http://dx.doi.org/10.56442/ijble.v5i1.492.

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The complex relationships between digital marketing tactics, user experience, and e-commerce platforms are examined in this study, as well as how these relationships affect MSMEs' (micro, small, and medium-sized enterprises) ability to compete in the Indonesian market. Structural Equation Modeling with Partial Least Squares (SEM-PLS) is utilized in the study to analyze survey data obtained from 150 MSMEs in Indonesia. The adoption of e-commerce and market reach, competitiveness and effective digital marketing techniques, and user experience and overall market performance are all significantly

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Shi, Nuo. "Analysis of Amazon's Cross-border E-commerce "Chinaization" Transformation under the COVID-19 According to the E-commerce Supply Chain Model." Advances in Economics, Management and Political Sciences 8, no. 1 (2023): 228–34. http://dx.doi.org/10.54254/2754-1169/8/20230318.

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The COVID-19 had a significant impact on the world economy between 2020 and 2022, and many businesses were hard-hit by this unexpected tragedy. This article will examine Amazon China's predicament in light of COVID-19, including its difficulty to integrate the platform into the Chinese market, the strain on the logistics industry, and the COVID-19's effects on marketing efforts. This article also suggests relevant tactics based on the e-commerce supply chain model, including how to adapt marketing plans to the shifting consumer landscape and how to acquire a competitive edge in logistics. To h

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Kaptein, Maurits, Richard McFarland, and Petri Parvinen. "Automated adaptive selling." European Journal of Marketing 52, no. 5/6 (2018): 1037–59. http://dx.doi.org/10.1108/ejm-08-2016-0485.

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Purpose This paper aims to develop and test a method of automating, for online retailers, the practice of adaptive selling, which is typically used by salespeople in face-to-face interactions. This method customizes persuasive messages for individual customers as they navigate a retailer’s website. Design/methodology/approach This paper demonstrates a method for the online implementation of automated adaptive selling using sales influence tactics. Automated adaptive selling is compared to nonadaptive selling in three e-commerce field studies. Findings The results reveal that adaptive selling i

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Singh, Kuwar Pratap. "Marketing Strategies of Flipkart." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50271.

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ABSTRACT This thesis explores the marketing strategies of Flipkart, one of India’s leading e-commerce platforms, with the aim of understanding how its promotional activities, branding efforts, digital presence, and customer engagement tactics contribute to its sustained market dominance. As e-commerce becomes increasingly competitive in India, it is essential to analyze how Flipkart differentiates itself through strategic use of digital marketing, influencer partnerships, seasonal campaigns, and consumer-centric innovations. The study employs a mixed-methods approach, including a survey of cus

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Choudhary, Rounak. "A Study on Marketing Strategies of Flipkart and their Effect on Consumers." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04259.

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Abstract This research paper delves into the marketing strategies employed by Flipkart, one of India's leading e-commerce platforms, and examines their impact on consumer behavior. By analyzing various campaigns, technological integrations, and promotional tactics, the study aims to understand how Flipkart's marketing efforts influence purchasing decisions, brand perception, and customer loyalty.

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BATOOL, FASEHA. "CUSTOMERS OPINION ON E-GROCERY STORES." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32723.

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The study explores consumer perceptions of e-grocery stores in the context of online food purchases, particularly focusing on factors such as pricing, promotions, convenience, product quality, and overall shopping experience. E- commerce platforms like Big Basket utilize advanced technology and marketing tactics to attract and retain customers by offering competitive rates and diverse products, including Indian grocery items. Understanding consumer opinions in this domain is crucial due to the significant role groceries play in households and the potential impact of external variables on consu

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Lu, Ziqi. "Research and Analysis on Promotion Strategies for Retail E-commerce Platforms." Frontiers in Business, Economics and Management 12, no. 2 (2023): 254–59. http://dx.doi.org/10.54097/fbem.v12i2.14892.

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Nowadays, under the background of new retail, online e-commerce platform shopping has become the main choice for market participants and consumers to purchase, and merchants use a variety of promotional tactics in an ingenious way. This paper researches and analyzes the retail e-commerce platform market, consumer demand and consumer satisfaction, as well as the Double Eleven promotional strategy and then provides effective suggestions for the development of live marketing for enterprises. During the period of investigation and research, the outbreak of the COVID-19 epidemic had a huge impact o

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RAO, ARYAN. "A STUDY ON DIGITAL MARKETING OF FLIPKART." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32171.

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Efficient digital marketing tactics are crucial for companies to succeed in the ever-changing world of e-commerce. Flipkart is one of the most prominent online marketplaces in India, and this study examines their digital marketing strategies. Examining Flipkart's strategy across different digital channels and how they affect the company's brand visibility, consumer engagement, and sales is the main objective of this research. In order to better understand how Flipkart draws in and keeps customers, as well as how to increase engagement and conversion rates, this study analyzes the company's web

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Rizki, Muhammad, and Dian Octaviani. "DIGITAL MARKETING & BUSINESS OF E-COMMERCE ON PANDEMIC COVID19." Jurnal Ekonomi Trisakti 2, no. 1 (2022): 85–94. http://dx.doi.org/10.25105/jet.v2i1.13559.

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The aim of this paper is to examine the solutions adopted by MSMEs to survive and recover from the Covid19 pandemic crisis. The study's focus is on 37 thousand MSMEs that have been directly impacted by the pandemic. Literature was used as a method. According to this study, customers practically forget about a brand during a pandemic, but that brand awareness will be restored through digital advertising. The expansion of online customers is no longer being driven by the millennial generation. Some SMEs have gone out of business. But there aren't many who climb and then expand. MSMEs alter their

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YADAV, NAVNEET. "Comparative Analysis of Consumer Preference Between Flipkart and Amazon." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50520.

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ABSTARCT One of the new fads in today's economy is buying things online. Innovative businesses have set up systems to accept orders, make payments easier, provide customer service, gather marketing data, and collect feedback online by integrating different online information management technologies using the Internet. Electronic commerce, sometimes known as "online shopping," encompasses all of these pursuits. In recent years, online purchasing has grown at a rapid pace. Here we take a look at two major online retailers, Flipkart and Amazon, and try to analyse their corporate and commercial me

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Putra, Wira Pramana, Feb Amni Hayati, Jeni Andriani, and Irsan Herlandi Putra. "Analysis of the Impact of Digital Technology on MSME Business Growth in Bandung City: Case Study on the Use of E-commerce, Digital Marketing, and Online Management System." West Science Journal Economic and Entrepreneurship 1, no. 12 (2023): 427–36. http://dx.doi.org/10.58812/wsjee.v1i12.444.

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This study looks into how digital technology has affected the expansion of MSMEs (micro, small, and medium-sized enterprises) in Bandung City. It focuses on online management systems, digital marketing tactics, and e-commerce. A thorough study of 150 MSMEs across a range of industries yielded rich information about their demographic makeup and level of digital technology usage. Regression analysis and structural equation modeling (SEM) were used to evaluate the associations between factors related to digital technology and metrics related to business growth. Because of the measurement model's

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Prayoga, Gilang Aryogy Surya, and Poppy Febriana. "Strategi Promosi Dengan Model K-pop Untuk Meningkatkan Penjualan Pada E-commerce Tokopedia." Journal of Education, Humaniora and Social Sciences (JEHSS) 5, no. 2 (2022): 848–54. http://dx.doi.org/10.34007/jehss.v5i2.1249.

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The more advanced the era of technology is also increasingly sophisticated and old habits are abandoned and switch to new habits. One of them is shopping habits, since the introduction of the internet and android, buying and selling activities are easier with the existence of e-commerce. E-commerce is a type of business that allows companies or individuals to buy or sell goods via the internet (online). And one of them is Tokopedia. In recent years, many e-commerce companies often use Korean artists because young people's interest in the influence of Korean culture is very strong. Therefore, r

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DUBEY, ADARSH. "MARKETING STRATEGY OF FLIPKART." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 05 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32423.

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The purpose of this study is to investigate Flipkart's marketing approach. Flipkart is one of the biggest online merchants in India. It goes in-depth on the goals, methods, and conclusions to provide a comprehensive grasp of Flipkart's marketing strategy.to examine the broad marketing aims and objectives of Flipkart.to evaluate the main elements of Flipkart's marketing plan, such as branding, customer service, and advertising.to assess the extent to which Flipkart's marketing strategies are accomplishing their goals.to learn whether Flipkart uses any cutting-edge techniques or new trends in th

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Alfina Damayanti, Fia Amalia, and Pupung Purnamasari. "PENGARUH STRATEGI INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SKINTIFIC DI PLATFORM E-COMMERCE." JISOSEPOL: Jurnal Ilmu Sosial Ekonomi dan Politik 3, no. 1 (2025): 126–31. https://doi.org/10.61787/0dhxh660.

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This study aims to analyze the impact of Influencer marketing strategies on purchasing decisions for the skintific skincare brand on e-commerce platforms. Influencer marketing has become one of the most effective marketing tactics in the digital era, especially in the beauty industry. This research employs a quantitative approach by distributing questionnaires to 100 respondents who are active skintific consumers on e-commerce platforms. The variables analyzed include influencer credibility, content appeal, and the relevance of the promoted product. The results show that influencer credibility

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Sumarlam, Sumarlam, Djatmika Djatmika, Yuli Widiana, and Sri Budiyono. "Persuasive Speech Act Strategies of Online Fashion Sellers in Live E-Commerce: A Cyberpragmatics Approach." Theory and Practice in Language Studies 14, no. 11 (2024): 3385–93. http://dx.doi.org/10.17507/tpls.1411.07.

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Through cyberpragmatics outlook, this study explores the persuasive speech act techniques utilized by online fashion vendors during live e-commerce sessions. The study investigates how sellers utilize persuasive strategies in digital communication to influence consumer behavior and increase revenue. A mixed-methods approach is employed so that the research combines qualitative content analysis of live selling sessions with quantitative measures of engagement and conversion rates. Important discoveries show that sellers frequently use a combination of assertive, expressive, directive, commissiv

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Sultanov, O. "IMPACT OF ONLINE SHOPPING WEBSITE DESIGN AND LAYOUT ON CONSUMER TRUST AND ONLINE SHOPPING EXPERIENCE: STUDY ON UNIVERSITY STUDENTS IN AZERBAIJAN." Slovak international scientific journal, no. 86 (August 12, 2024): 90–92. https://doi.org/10.5281/zenodo.13299624.

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In the modern world, with the development and progress of the world wide web and internet technology, people are now having more convenience in terms of shopping. Especially with the creation of online selling platforms (e-commerce) and shopping websites, consumers can purchase products and services without even moving out of their houses. Thereby, such growth of online shoppers affected the e-marketing as well as its strategies and tactics. As, online stores and e-commerce websites are now trying to reach their consumers through the most effective ways and approaches. However, since online sh

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S, Hamsalekha, Dr Praveen Kumar B H, and Dr C. Srikant. "“THE ADVENT OF E-COMMERCE ON REVOLUTIONIZED CONSUMER PURCHASING BEHAVIOR, INTRODUCING NEW TRENDS AND ALTERING TRADITIONAL BUYING PRACTICES.”." Juni Khyat 14, no. 08 (2024): 32–39. http://dx.doi.org/10.36893/jk.2024.v14i08n01.032-026.

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E-commerce encompasses a wide range of activities, including online retail, electronic payments, online auctions, digital marketing, and supply chain management. In e-commerce, businesses and consumers can engage in various types of transactions, such as purchasing products, accessing digital content, subscribing to services, or participating in online marketplaces. The development of ecommerce has been enabled by advancements in technology, secure payment systems, and the widespread adoption of the internet and mobile devices. E-commerce provides consumers with access to a vast range of produ

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Gunawan, Annetta. "Analisis Strategi dan Taktik Pemasaran dalam Aktivitas E-Commerce untuk Meningkatkan Pertumbuhan PT Golden Rama Express." Winners 15, no. 1 (2014): 61. http://dx.doi.org/10.21512/tw.v15i1.636.

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Opportunities for tour & travel industry in Indonesia is increasing, thus attracting a lot of players to compete. PT Golden Rama Express as an industry leader in the tour industry wants to continue to grow the business. The development of information technology led to changes in consumer behavior, encouraging Golden Rama to take advantage of gaps that occur to become a leader in e-commerce activities. The purpose of this project consulting is to devise marketing strategies and tactics in order to improve the effectiveness of e-commerce activity for the Golden Rama. This study used question

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Santosa, Handi Dipo, Leo Manulang, Ramadani Saputra, and Evi Sofiati. "Analysis of the Impact of Online Marketing Campaigns on Consumer Behavior in Indonesia's E-Commerce Market." PINISI Discretion Review 7, no. 2 (2024): 497. https://doi.org/10.26858/pdr.v7i2.66001.

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The rapid growth of e-commerce in Indonesia has transformed the way consumers interact with brands, largely influenced by the proliferation of online marketing campaigns. With the increasing use of digital platforms, businesses are leveraging targeted campaigns to influence consumer behavior, which plays a crucial role in purchasing decisions. This study aims to analyze the impact of online marketing campaigns on consumer behavior in Indonesia's e-commerce market, focusing on how elements such as personalization, promotions, and social media engagement shape consumer preferences and purchasing

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Dewi, Lati Sari, and Risman Barkah. "Analyzing The Impact of Online Marketing on Students' Purchase Decisions on Shopee E-Commerce in Tasikmalaya, Indonesia." Applied Quantitative Analysis 4, no. 2 (2024): 51–67. http://dx.doi.org/10.31098/quant.2440.

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The study was driven by the growing trend of online shopping among students and the need to understand how digital marketing strategies impact their purchasing decisions on e-commerce platforms like Shopee. This research aims to evaluate the influence of online marketing on the purchasing decisions of students at STIE Latifah Mubarokiyah Suryalaya, in Tasikmalaya, Indonesia, specifically using the Shopee platform. Online marketing facilitates the transaction of goods and services via the Internet, providing the convenience of shopping without time and space constraints and allowing consumers t

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Widowati, Ayla Agneszia, and Tulus Haryono. "The Effect of Digital Marketing Strategies on Repurchase Intention Mediated by CRM (Shopee Case Study)." International Journal of Economics, Business and Management Research 09, no. 06 (2025): 454–64. https://doi.org/10.51505/ijebmr.2025.9625.

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Using Shopee as a case study, this research seeks to understand the mediating function of customer relationship management in the e-commerce context of digital marketing's effect on repurchase intention. An innovative feature of this study is its integrative methodology, which merges two crucial areas of digital marketing: the efficacy of digital marketing tactics and the mediating role of customer relationship management. This research conducted with quantitative methods using Structural Equation Modelling with Smart PLS. The results demonstrate that digital marketing significantly influences

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Toros, Seçil. "Deceptive Tactics Used in Online Shopping." Transnational Marketing Journal 9, no. 2 (2021): 407–24. http://dx.doi.org/10.33182/tmj.v9i2.1255.

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The debate on deceptive advertising is getting more critical alongside the proliferation of the Internet and global e-commerce. This study aims to portray the nature and variances of deceptive tactics employed in online shopping sites by utilising an original database and a content analysis. Findings verified that the use of online deceptive advertising practices is common among Turkish online-shopping sites. First and foremost, the study displayed the high propensity of advertisers to omit or obscure information within the online ad content. The findings also provided empirical evidence on th

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Semenda, Olha, Yuliia Sokolova, Olena Korovina, Oleksandra Bratko, and Iryna Polishchuk. "Using Social Media Analysis to Improve E-commerce Marketing Strategies." International Review of Management and Marketing 14, no. 4 (2024): 61–71. http://dx.doi.org/10.32479/irmm.16196.

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This study investigates the application of game theory and matrix-based analysis in enhancing social media marketing strategies for e-commerce businesses. By integrating these mathematical models with social media analytics, aim to provide a comprehensive framework that can predict consumer behavior, optimize competitive strategies, and improve engagement on digital platforms. This study's application of a game theory matrix model on social media marketing strategies showcased clear benefits for e-commerce entities, with aggressive marketing tactics boosting market share by 30% against passive

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Firdaws Rizgar and Subhi R. M. Zeebaree. "The Rise of Influence Marketing in E-Commerce: A Review of Effectiveness and Best Practices." East Journal of Applied Science 1, no. 1 (2025): 18–34. https://doi.org/10.63496/ejas.vol1.iss1.38.

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Influencer marketing has emerged as a revolutionary approach in the realm of digital commerce, employing social media influencers to increase brand exposure, cultivate consumer confidence, and stimulate engagement. Through the strategic utilization of influencers' genuine appeal and extensive reach, brands are able to develop tailored and relatable campaigns that connect with specific target audiences. This study examines the importance, obstacles, and prospective developments of influencer marketing, highlighting its crucial function in e-commerce. The major challenges entail unethical behavi

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Semenda, O., Y. Sokolova, O. Korovina, O. Bratko, and I. Polishchuk. "Using Social Media Analysis to Improve E-commerce Marketing Strategies." International Review of Management Marketing 14(4) (June 5, 2024): 61–71. https://doi.org/10.32479/irmm.16196.

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businesses. By integrating these mathematical models with social media analytics, aim to provide a comprehensive framework that can predict consumer behavior, optimize competitive strategies, and improve engagement on digital platforms. This study’s application of a game theory matrix model on social media marketing strategies showcased clear benefits for e-commerce entities, with aggressive marketing tactics boosting market share by 30% against passive competitors and achieving a 20% increase even when competitors also adopted aggressive approaches. The Nash Equilibrium emphasize t

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Jaiswal, Rohit Kumar, Amit Kori, Rohit Inkar, Chetan Adari, and Samiksha Bansode. "Customer Churn Prediction on E-Commerce Using Machine Learning." International Journal for Research in Applied Science and Engineering Technology 11, no. 4 (2023): 1774–79. http://dx.doi.org/10.22214/ijraset.2023.50479.

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Abstract: For E-commerce businesses to produce successful marketing plans and customer retention tactics, client churn vaticination is pivotal. In order to handle the longitudinal timeframes and multiple data variables of B2Ce-commerce consumers' buying habits, the authors of this study present a loss vaticination model that integrates k- means client segmentation with support vector machine (SVM) vaticination. guests are divided into three groups according to the approach, which also defines the main customer groupings. In order to anticipate client development, the study analyses the efficac

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Ranjan, Shashank. "The impact of e-commerce on traditional retail model in India." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32677.

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Unquestionably, the explosive growth of e-commerce in India has changed the nation's retail environment. E-commerce platforms provide customers with unmatched ease, a wide range of products, affordable prices, and the flexibility to evaluate possibilities while lounging in their own homes. Due of this, consumer behaviour has changed significantly, and traditional brick and mortar establishments have become less common. This abstract examines the various ways in which India's traditional retail industry has been impacted by the e-commerce revolution. It examines the difficulties traditional sto

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Li, Wenxuan. "To What Extent Is the Major Marketing Tactics Used in the Fashion Industry?" Advances in Economics, Management and Political Sciences 11, no. 1 (2023): 57–64. http://dx.doi.org/10.54254/2754-1169/11/20230511.

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This study investigates the marketing tactics used in the fashion industry. This paper includes case studies of two trendy apparel brands: Lululemon and Brandy Melville; interviews with 5 participants; the refined extraction of an eBook; and three dissertations. These have concluded seven primary marketing tactics and speculated possible future trends of marketing strategy. In general, this paper can provide a brief idea about the marketing situation in the fashion industry. The eBook is named as Branding lessons for fashion retailers and introduces advice for new start-up fashion retailers, i

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Sivakumar, R. D. Assistant Professor of Computer Science, and S. Former Assistant Professor of Business Administration Brindha. "INTEGRATION OF AUGMENTED REALITY IN M-COMMERCE APPLICATIONS." Indian Journal of Recent Development Systems for Digitization 1, no. 3 (2024): 1–16. https://doi.org/10.5281/zenodo.10639481.

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<em>The integration of augmented reality (AR) and mobile commerce (M-commerce) applications signifies a revolutionary amalgamation, redefining the conventional e-commerce environment. The article delves into the various facets of this integration, clarifying the significant effects it has on the organization structures, marketing tactics, and user experience. AR, a technology that overlays digital content on the real world, offers immersive, interactive experiences that go beyond traditional M-commerce limitations. By combining AR with M-commerce, customers may visually engage with products pr

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Mukhlasin, Fernanda Aurellia Putri, Anisa Fitria Utami, and M. Taufiq. "Optimizing Tiktok Shop as a Marketing Strategy to Increase Sales MSME in Sidoarjo." Unram Journal of Community Service 6, no. 1 (2025): 58–63. https://doi.org/10.29303/ujcs.v6i1.824.

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MSMEs in Sidoarjo Regency are now increasingly competitive thanks to TikTok Shop optimization training as a digital marketing tactic. The purpose of this program is to increase sales conversion rates, promote MSME products online, and improve MSME participants' digital literacy in using the TikTok Shop e-commerce platform. The three main phases of training include registering for TikTok Shop, optimizing product uploads, and practicing digital marketing tactics. Based on the training findings, 90% of participants succeeded in optimizing product uploads, 80% succeeded in implementing efficient d

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Surjono, Welly. "Factors Influencing Online Shopping Decisions in the Fashion Industry." International Journal of Management Science and Information Technology 4, no. 2 (2024): 297–311. http://dx.doi.org/10.35870/ijmsit.v4i2.3004.

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The purpose of this study is to pinpoint the variables that affect consumers' decisions to purchase online for fashion. This study is crucial because it can assist e-commerce businesses better understand consumer behavior and enhance their marketing tactics, which will have a substantial positive impact on the fields of management and information technology. This research employs a mixed-method methodology that combines qualitative interviews with quantitative survey data. Using an online questionnaire, 500 active Indonesian e-commerce users provided quantitative data, and 20 respondents parti

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Khushboo, Verma, and (Dr.) Kanchan Lata Sinha Prof. "Building Female Consumer Trust: How Digital Marketing Practices Shape Online Shopping Decisions." International Journal of Advance and Applied Research S6, no. 22 (2025): 881–89. https://doi.org/10.5281/zenodo.15533777.

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<em>In the ever-changing digital economy, gaining customers' trust is crucial for influencing their decisions to shop online, especially for women. This study investigates how digital marketing strategies— like influencer marketing, targeted ads, customer reviews, and safe payment methods—influence consumer behavior and build trust. The study identifies important elements that influence consumer trust by examining the function of social media interaction, brand honesty, and e-commerce tactics. The results give marketers valuable information to improve their efforts to establish tru

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Subhi Malallah, Hayfaa, and Maiwan Bahjat Abdulrazzaq. "Web-Based Agricultural Management Products for Marketing System: Survey." Academic Journal of Nawroz University 12, no. 2 (2023): 49–62. http://dx.doi.org/10.25007/ajnu.v12n2a1532.

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The development of information systems motivated scientists to use their knowledge to improve new tactics that can provide competitive advantages in a highly complex environment, primarily in the management of agricultural products marketing systems. Farmers often blame marketing issues for their struggles. Poor prices, a lack of transportation, and substantial post-harvest losses are all issues that they can recognize, but they are typically ill-equipped to solve. Modern technology, particularly Internet and mobile connectivity, makes it easier for people to do their work across a wide range

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Alam, Pervez, Firoz Husain, and Adeel Maqbool. "A Study Over Constructive Role of Delivery Services in Intensifying Customer Loyalty in E-Commerce Business: An Empirical Study in Delhi." International Research Journal of Multidisciplinary Scope 05, no. 01 (2024): 124–33. http://dx.doi.org/10.47857/irjms.2024.v05i01.0175.

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The internet has evolved into a trustworthy community for the transaction of items and services. Because online purchases do not include face-to-face interaction, a variety of factors may impact on purchasers' purchasing intentions. Aside from appearance and usefulness, trust is an important factor that determines customers' decisions about an online business. Online retailers must devise tactics to keep loyal and trustworthy clients. This paper investigates the development and/or enhancement of customer loyalty in online retail. The COVID-19 epidemic has accelerated global market e-commerce g

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Briana, Maria, and George Malindretos. "Digital Marketing and Influencer-Driven E-Commerce: A Study on Generation Z’s Superfood Consumption Behavior." Business and Economic Research 15, no. 2 (2025): 86. https://doi.org/10.5296/ber.v15i2.22656.

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The emergence of digital marketing and social media channels has profoundly disrupted customer interactions within the e-commerce field in general, and health & wellness niche in particular. This study examines the impact of influencer-based marketing tactics on consumer buying habits regarding superfoods, with a focus on Generation Z, evaluating parameters including social media involvement, frequency of using superfoods, and exposure to influencer advertising, finding key factors that drive buying decisions through Binary Logistic Regression analysis. These findings suggest that while so

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G. Kanimozhi. "Influential Aspects Affecting Purchase Decisions in Social Commerce." Journal of Information Systems Engineering and Management 10, no. 40s (2025): 106–21. https://doi.org/10.52783/jisem.v10i40s.7255.

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Introduction: Social commerce has revolutionized the traditional e-commerce landscape by seamlessly integrating social interactions with commercial activities. This innovative business model has shifted the balance of influence from sellers to buyers, empowering individuals to share their shopping experiences and insights through word-of-mouth. Social media platforms like Facebook, Instagram, and Snapchat have become powerful tools for businesses, enabling users to recommend products and services, thereby amplifying their reach. The proliferation of social commerce has significantly impacted c

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ADAK, Tahir Enes, and Mehmet S. AKTAS. "Smart Cart Application for E-Commerce Websites: A Case Study." Eurasia Proceedings of Science Technology Engineering and Mathematics 24 (December 25, 2023): 190–95. http://dx.doi.org/10.55549/epstem.1406744.

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In the past few years, customers' buying habits have changed a lot because of e-commerce. E-commerce systems have a lot of benefits over traditional ways of selling things in stores because they can be changed to fit the wants and tastes of each user. Personalizing these experiences has the ability to make customers happier, which could increase sales and make platforms more successful. In sales of things like computers, users often put together a product based on its parts in a way that suits their personal tastes. To successfully plan inventory management, pricing strategies, and marketing e

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Koberniuk, Serhii O. "Digital Technologies in Agrarian Marketing." Business Inform 2, no. 541 (2023): 270–77. http://dx.doi.org/10.32983/2222-4459-2023-2-270-277.

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This article is aimed at studying the current directions of application of digital technologies in agrarian marketing. The purpose of the article is to define current trends in the development of digital technologies in order to evaluate their potential, problems of use, adaptation of opportunities to improve the efficiency of marketing activities of agro-industrial enterprises. The article defines digital trends in the global economy and economy of Ukraine, analyzes the dynamics of the e-advertising market in Ukraine, identifies priority platforms for the development of digital marketing by b

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Kania, Dafina, Santoso Hudi, Febri Astuti Vivien, Rizar Nugroho David, Ghozali Moenawar M., and Kuswanti Ana. "INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND ANALYSIS." INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND ANALYSIS 07, no. 03 (2024): 866–70. https://doi.org/10.5281/zenodo.10777323.

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Digital advertising activities include various strategies and tactics carried out online to promote products, services, orbrands, such as creating weekly promotional advertisements, influencer marketing, website marketing, interactive contentcreation, weekly content creation, and e-commerce. The digital advertising activity process implemented by the marketingcommunications sub-division has different paths. Marketing communications in marketing Bulog products plays an important rolefrom the beginning of the pre-production process to post-production in digital marketing activities. Technical ba

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