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Journal articles on the topic 'Models on Businesses for Online Marketing'

Author: Grafiati

Published: 5 June 2025

Last updated: 2 August 2025

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1

Kung, Mabel T., and Yi Zhang. "Creating Competitive Markets for Small Businesses with New Media and E-Business Strategy." International Journal of E-Business Research 7, no. 4 (2011): 31–49. http://dx.doi.org/10.4018/jebr.2011100103.

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The innovative and dynamic nature of E-business enables small companies to compete with multinational corporations via online marketing. This paper serves as a guide from a practitioner’s perspective to embark in E-business while traditional marketing strategies are diminished. Three E-business adoption models for small enterprises are discussed. Planning involving new media, Internet technological capabilities and marketing strategies are examined. A literature review on new media gives a comprehensive study of online marketing. To evaluate the effectiveness of the E-business approach, a case

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Attri, Vikas. "Comparative study of Existing Models for Online Social Network." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 2 (2021): 483–90. http://dx.doi.org/10.17762/turcomat.v12i2.856.

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Today, Online Social Networks becomes the first choice for businesses to broadcast their campaigns for branding, publicity, strategies, advertising, marketing, social influence and so many other areas. Social Network is a platform for communicating with social actors and Social Media is used by companies for broadcasting information. Online Social Network used by businesses for number of purposes but the primary concern is build new social connections that helps to target most audiences for successful campaign purposes. In OSNs sites the social objects are represented by nodes and the term edg

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Zhen, Teo Shao, and Siti Hasnah Hassan. "Online Business Capabilities and Online Business Performance in the Malaysian Fashion Industry." GATR Global Journal of Business Social Sciences Review 9, no. 2 (2021): 114–27. http://dx.doi.org/10.35609/gjbssr.2021.9.2(2).

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Objective - The digital economy is believed to be one of Malaysia's largest sectors as online businesses are expected to exhibit an increase of 10% in the near future. This factor eventually prompted subsequent studies on online business models. This study aims to discover the types of online business capabilities that could enhance the firm competitiveness of online business in the Malaysian fashion industry. Methodology/Technique - A questionnaire was developed and distributed by hand to a number of Malaysian online business owners in the fashion industry. The data was analysed using SPSS ve

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Kumar, Vikas, and Prasann Pradhan. "Trust Management Issues in Social-Media Marketing." International Journal of Online Marketing 5, no. 3 (2015): 47–64. http://dx.doi.org/10.4018/ijom.2015070104.

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Social Media provides a new channel to marketers and businesses to communicate with their customers and business partners and integrate this media in their business strategy. The large scale growth of the social media and its increasing users has opened up new marketing era for the businesses. However, with enormous growth of the social media and other online channels, the competition has increased worldwide. Correspondingly, the customer retention and satisfaction has come-up as the biggest challenge. It has become necessary to gain and retain the customer trust, so that the existing customer

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Muanmeevit, Chanin, and Sumaman Pankham. "A new online marketing mix strategy to unlock digital commerce success." International Journal of ADVANCED AND APPLIED SCIENCES 12, no. 5 (2025): 27–35. https://doi.org/10.21833/ijaas.2025.05.004.

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Digital commerce plays a critical role in driving business growth, enhancing customer satisfaction, and achieving success in the digital environment. Unlike traditional e-commerce, digital commerce integrates advanced technologies and strategic approaches to optimize both customer experience and business operations. Although the Marketing Mix is a widely used framework for planning and implementing marketing strategies, there is currently no specific model designed for the digital commerce context. This study aims to develop an online Marketing Mix strategy tailored to the needs of digital com

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Migkos, Stavros P., Nikolaos T. Giannakopoulos, and Damianos P. Sakas. "Impact of Influencer Marketing on Consumer Behavior and Online Shopping Preferences." Journal of Theoretical and Applied Electronic Commerce Research 20, no. 2 (2025): 111. https://doi.org/10.3390/jtaer20020111.

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Influencer marketing has emerged as a crucial element in digital marketing, significantly shaping consumer behavior and online shopping preferences. This study examined the multidimensional impact of influencer marketing by analyzing engagement metrics, marketing effectiveness, and consumer decision-making processes, based on consumers in the Greek sector. Through a structured methodological framework, the research employed a questionnaire-based survey, statistical modeling, and Fuzzy Cognitive Mapping (FCM) scenarios to assess consumer interactions with influencer-driven content. Findings hig

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Fatima, Zertaj, Preethi Rajan, Bilquis Banu, and Naglaa Dawoud. "Study of Digital Marketing in Tourism and Hospitality Industry: A Literature Search Using the Keyword Co-Occurrence Mapping Network." Scholars Bulletin 10, no. 01 (2024): 16–25. http://dx.doi.org/10.36348/sb.2024.v10i01.003.

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Digital marketing is essential to the travel and hospitality industries. These days, it's a helpful tool for creating digital brand names and attracting and retaining clients. It has been demonstrated that using digital technology to implement marketing strategies, such as influencer marketing, social media marketing, and search engine optimization, benefits businesses. Through the process of monitoring customer behavior and assessing their preferences, digital marketing allows businesses to offer personalized and engaging content that encourages online referrals. Digital technology must be in

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Et al., Jenasama Srihirun. "Guidelines for the Development of Restaurant Businesses: Providing Online Food Delivery Services in Khon Kaen, Thailand." Psychology and Education Journal 58, no. 1 (2021): 1412–17. http://dx.doi.org/10.17762/pae.v58i1.922.

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This research aims to find the guidelines for developing the restaurant businesses providing online food delivery services in Muang District, Khon Kaen Province, Thailand. Qualitative research was utilized to conduct the research. There were two techniques: namely, Documentary research and In-depth interviews (IDI) with seventeen key informants with at least five years of business experience. The study found that 9 M (Man, Money, Materials, Management, Morale, Message, Marketing, Menu, and Mindset) led to the business-critical successes. Place or distribution channel was an important factor fo

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Tarmizi, Tarmizi, and Ismail Ismail. "Model Marketplace Berbasis Kearifan Lokal." Jurnal EMT KITA 4, no. 1 (2020): 11. http://dx.doi.org/10.35870/emt.v4i1.125.

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This study aims to create a market model based on local wisdom so that the marketing activities of small businesses can run effectively. To prove the effectiveness of digital marketing media in the form of a marketplace, research subjects are needed, namely small businesses involved directly with online marketing, interview approaches, and their success rate in using digital media (marketplaces). Through this research, it is expected that small businesses can choose wisely and effectively the use of digital media (marketplaces) in their marketing activities so that their sales turnover can inc

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Saluja, Harshpreet Singh. "Social Media and Marketing: Transforming Consumer Engagement in the Digital Era." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04141.

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ABSTRACT In today’s digital era, social media marketing has become one of the most impactful and cost-effective strategies for businesses aiming to build brand awareness and drive consumer engagement. With minimal investment, businesses can reach large audiences, enhance conversion rates, and gain valuable insights into consumer preferences. This study explores the influence of social media marketing on consumer decision-making and behavior, especially among users who are actively engaged on platforms like Facebook, Instagram, and Twitter. As social media continues to evolve, it offers busines

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Ritz, Wendy, Marco Wolf, and Shaun McQuitty. "Digital marketing adoption and success for small businesses." Journal of Research in Interactive Marketing 13, no. 2 (2019): 179–203. http://dx.doi.org/10.1108/jrim-04-2018-0062.

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Purpose This paper aims to examine small business’ participation in digital marketing and to integrate the do-it-yourself (DIY) behavior model and technology acceptance model (TAM) so as to explore the motivations and expected outcomes of such participation. Design/methodology/approach Data from 250 small business owners/managers who do their own digital promotion are collected through an online survey. Structural equation modeling is used to analyze the relationships between the models. Findings The results contribute to the understanding of small business’ digital marketing behavior by findi

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Iaia, Lea, Paola Scorrano, Monica Fait, and Federica Cavallo. "Wine, family businesses and web: marketing strategies to compete effectively." British Food Journal 119, no. 11 (2017): 2294–308. http://dx.doi.org/10.1108/bfj-02-2017-0110.

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Purpose The purpose of this paper is to deepen the web marketing strategies used by wine family businesses (FBs) with the aim to identify the role assigned to websites, the online models and the competitive strategies implemented through them. Design/methodology/approach In order to examine the content and structure of the information found on the website of selected FBs, an ad hoc analysis model was designed and validated with the support of marketing and industry experts through an inspecting focus group (Mich, 2007). Findings The subsequent observation of the websites of the businesses stud

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Kucharska, Wioleta. "Online brand communities’ contribution to digital business models." Journal of Research in Interactive Marketing 13, no. 4 (2019): 437–63. http://dx.doi.org/10.1108/jrim-05-2018-0063.

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Purpose There is limited research examining social drivers and mediators of online brand community identification in the context of business models development. This study aims to identify them behind the social mechanisms and present essential factors which should be applied in business models to foster value co-creation. Design/methodology/approach Data were collected from a convenience sample of 712 cases gathered among young European Facebook users via an electronic survey and analyzed using the structural equation modeling method. Findings Customer–other customers’ identification is a piv

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Mityko, Delia Sorana Varvara. "A Challenge for the Marketing Strategy." International Journal of Innovation in the Digital Economy 3, no. 3 (2012): 47–59. http://dx.doi.org/10.4018/jide.2012070105.

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The Internet has proved to be a life savior for many businesses in a time where consumers demand at least some sort of online presence from the companies. Both retailers and consumers use the electronic commerce platform as a way of conducting day to day business and completing transactions. Electronic commerce has been a major milestone in the ongoing process of expanding beyond the traditional physical store. Regardless of the time and space dimensions, consumers have been shopping online and their behavior has been the subject of analysis for researchers and marketers. Hence, it might come

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Tri Wahyudi, Setyo, Nurul NBadriyah, Rilla Anggraeni, et al. "Entrepreneurial Endeavors: Examining The Role Of Catering Businesses In Pasuruan's Economic Empowerment." International Journal Of Community Service 4, no. 1 (2024): 59–63. http://dx.doi.org/10.51601/ijcs.v4i1.255.

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This study explores the challenges faced by Muslim women in establishing catering businesses, primarily due to inadequate marketing strategies. To overcome these obstacles, the research proposes catering business assistance with a focus on utilizing the internet as a platform for product promotion. Incorporating the Marketing 4.0 concept, the study emphasizes the complementary nature of digital-based and traditional marketing to meet consumer demands. The evolution from the AIDA concept to the 4A and 5A models is examined, highlighting attention, attitude, action, and advocacy as essential ele

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Nuamthong, Thunthida, and Sumaman Pankham. "The Quality Development of Brand Equity in Online Health and Beauty Businesses in Thailand." Migration Letters 20, no. 5 (2023): 1108–21. http://dx.doi.org/10.59670/ml.v20i5.4715.

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The results of this research, a new model has been found related to creating value for health products and online work in Thailand. That affects the views and intentions of investors towards the health and beauty business. The findings show that the quality development of brand equity in online health and beauty business investors' views and intentions. This study uses qualitative and quantitative methods to collect and analyze data. Step 1: e- Delphi qualitative research. Method: twenty-one experts received an email questionnaire to complete online. Two parts of the questionnaire were open-en

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DURUKAL, Esma, and Ece ARMAĞAN. "Metaverse and Effect of Marketing." İnsan ve Toplum Bilimleri Araştırmaları Dergisi 11, no. 3 (2022): 1890–909. http://dx.doi.org/10.15869/itobiad.1103557.

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Digital technologies; It is changing business models, business environments, markets and the marketing communications paradigm. Especially with the coronavirus pandemic, world culture has ceased to be face-to-face and has led to the proliferation of online cultures using digital technologies. Along with this trend, besides technological developments such as virtual reality and augmented reality, the concept of Metaverse, which is expressed as a 3D virtual world, draws attention in many areas such as culture, art, education and tourism as of 2021. Metaverse is expected to be the new marketing p

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Vardanidze, Tinatin, and Andrea Benedek. "Online business analysis on the bases of 7c elements." Acta Carolus Robertus 9, no. 2 (2019): 187–97. http://dx.doi.org/10.33032/acr.2019.9.2.187.

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The Business Model has become one of the most widely used term in the last decades. Notably, online businesses continue to increase as consumers leverage new shopping and service channels. However new research highlights that consumers are increasingly leveraging online information for better comparison of product and service before finalizing the purchase. Therefore, the main objective of the research paper is to deepen the understanding of online business models and its impact on customer behavior. In today’s business world, the dynamics of technological development stimulates consumers’ fle

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Kim, Won. "A practical guide for understanding online business models." International Journal of Web Information Systems 15, no. 1 (2019): 71–82. http://dx.doi.org/10.1108/ijwis-07-2018-0060.

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Purpose There is a lack of clarity about what online business models are. The top 20 Google search results on online business models are articles that explain online business models. However, each of them deals with just one or two elements of business strategies. The list of business models is also a mixture of business strategies. This paper aims to provide practical guide that puts these business models into proper perspective. Design/methodology/approach A business model includes all key elements of the business, marketing and operational strategies. There are many such elements. The autho

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Liao, Shu-Hsien, and Ling-Ling Yang. "Mobile payment and online to offline retail business models." Journal of Retailing and Consumer Services 57 (November 2020): 102230. http://dx.doi.org/10.1016/j.jretconser.2020.102230.

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Dewi, Rd D. Lokita Pramesti, and Jamalullail Jamalullail. "Digital Branding Strategy in Food Trends to Grow Entrepreneur's Interest in Opening a Business (Study on Takoyaki & Okonomiyaki Kireidesu SME, East Jakarta)." Ilomata International Journal of Management 3, no. 4 (2022): 459–69. http://dx.doi.org/10.52728/ijjm.v3i4.579.

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Culinary, with various types of food and various menus, is now rife in the midst of society, especially during the current pandemic. It is added with the implementation of The Community Activities Restrictions Enforcement (CARE) by the government to limit the physical interaction between people and groups in an effort to reduce the transmission of COVID-19. With this implementation, the activities of people going out of the house are decreasing. This is what fosters public interest in buying food online. Companies that run online applications currently provide many attractive promos to attract

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Pangan, Ronnie, and Jaehak Shim. "PROPOSED MODELS FOR CSR MARKETING COMMUNICATIONS ON FACEBOOK BASED ON COMPANY-CAUSE FIT AND CONSUMER RESPONSES." Advanced International Journal of Business, Entrepreneurship and SMEs 3, no. 8 (2021): 98–118. http://dx.doi.org/10.35631/aijbes.38007.

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Businesses should use Corporate Social Responsibility (CSR) marketing communications to show genuine support for stakeholders affected by the Covid19 pandemic. Two forms of CSR marketing communications were focused on: cause-related marketing (CRM) and cause sponsorship (CS). This research looked into how CRM and CS impact customer responses to: a) like/join the company's Facebook page, b) exchange CSR activities through eWOM (electronic word-of-mouth), and c) intention to buy the company's products and services (purchase intention). The company-cause fit was the dependent variable that was te

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Jain, Geetika, Sapna Rakesh, and Kostubh Raman Chaturvedi. "Online Video Advertisements' Effect on Purchase Intention." International Journal of E-Business Research 14, no. 2 (2018): 87–101. http://dx.doi.org/10.4018/ijebr.2018040106.

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Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicat

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Darvidou, Konstantia, and Evangelos Siskos. "EFFICIENCY OF INTERNATIONAL TOURISM MARKETING FOR THE PROMOTION OF TOURIST PRODUCTS OF GREEK COMPANIES IN THE EUROPEAN MARKET." Journal of Economic Sciences: Theory and Practice 81, no. 1 (2024): 22–39. http://dx.doi.org/10.61640/jestp.2024.81.01.02.

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The paper provides an overview of how various marketing channels are used by Greek tourism enterprises, especially digital tools. They are important for reaching more customers, especially from the European market, which is the main source of international tourists in Greece. Websites, social networks and paid targeted advertising online are the most important digital tools for Greek tourism businesses. There was also an increase in imports of advertising and marketing research services from the EU in recent years. Correlations, regression models and efficiency ratios are calculated. Websites

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Gopalachari, M. Venu. "Hashtag Generation with Transfer Learning." International Journal for Research in Applied Science and Engineering Technology 9, no. VI (2021): 2374–77. http://dx.doi.org/10.22214/ijraset.2021.35516.

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In the recent past, Online Marketing applications have been a focus of research. Now-a-days we can observe a rapid growth of users on social media platforms which makes these platforms more suitable for Online Marketing. But still there are enormous challenges on the accuracy and authenticity of the content posted through social media. And if the social media business platforms are considered, majority of the users who try to add a market value to their own product face the problem of not getting enough attention from their target audience. Hashtags are super useful, not only do they help user

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Aquib, Aquib. "Impact of Social Media on Purchase Behaviour: An Empirical Study." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 05 (2025): 1–9. https://doi.org/10.55041/ijsrem48760.

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ABSTRACT The impact of social media on consumer purchase behaviour is a growing field of study that encompasses various aspects of digital marketing, trust mechanisms, and behavioural psychology. Platforms like Instagram, YouTube, and Facebook have become essential tools for businesses to engage with consumers through influencer marketing, algorithm-driven advertisements, and peer recommendations. This study explores how social media content influences purchasing decisions, highlighting the effectiveness of video-based promotions, discount campaigns, and customer testimonials in shaping consum

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Wu, Yuting. "Analysis of the Usage of Social Media for Marketing and Promotion." BCP Business & Management 43 (March 24, 2023): 52–57. http://dx.doi.org/10.54691/bcpbm.v43i.4621.

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With the development of online information and network communication technology, the Internet is entering people's work and life. In recent years, as an emerging shopping method, online shopping has attracted more and more consumers for its fashion and convenience. In the past two years, live streaming and short videos have become the most important carriers of online marketing and communication activities. Among them, the network anchors represented by Internet celebrities and traffic stars either focus on content marketing, create scenes to endorse brands or use live streaming to bring goods

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Wang, Kai-Hsun, Yi-Hsien Tai, Ben-Chang Shia, and Mingchih Chen. "Exploring consumer purchasing behavior: Business insights for precision marketing." Business and Management Theory and Practice 2, no. 2 (2025): 3216. https://doi.org/10.54517/bmtp3216.

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<p class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph; line-height: 120%; mso-pagination: none; layout-grid-mode: char; mso-layout-grid-align: none; punctuation-wrap: simple; text-autospace: none; margin: 12.0pt 0cm 6.0pt 0cm;"><span lang="EN-US" style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; line-height: 120%; font-family: 'Times New Roman',serif;">Understanding consumer purchasing behavior is crucial for businesses aiming to enhance customer engagement and optimize marketing strategies. In today&rsquo;s digital economy, traditional marketing ap

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Shafeeq, Ur Rahaman. "Real-Time Customer Journey Mapping: Combining AI and Big Data for Precision Marketing." International Journal of Leading Research Publication 5, no. 7 (2024): 1–10. https://doi.org/10.5281/zenodo.14471483.

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The AI and big data have really transformed the way businesses understand and improve customer journeys. This article looks at how AI algorithms and big data analytics are integrated to map real-time customer journeys across touch points like online platforms, retail interactions, and social media engagements. This will enable businesses to draw actionable insights into customer behaviors, preferences, and pain points by applying machine learning models and predictive analytics. These insights provide the possibility of personalized, timely, and impactful interventions to improve customer sati

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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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Darvidou, Konstantia. "Omnichannel Marketing in the Digital Age: Creating Consistent, Personalized and Connected Customer Experiences." Technium Business and Management 10 (November 23, 2024): 34–54. http://dx.doi.org/10.47577/business.v10i.11903.

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This paper explores the transformative potential of omnichannel marketing as a strategic approach that integrates multiple online and offline channels to create a cohesive and seamless customer experience. As consumer expectations for convenience, personalization, and immediacy continue to rise, brands must move beyond traditional multichannel strategies to deliver interconnected experiences that resonate with the modern, digitally-savvy customer. The paper delves into the principles and significance of omnichannel marketing, emphasizing the importance of creating a unified brand presence acro

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Angga Nugraha, Ergun Alfauzi, Muhamad Yuda Noor Akbari, Ii Sujai, and Irfan Nursetiawan. "Pemberdayaan Masyarakat Melalui Budidaya Jamur Tiram Berbasis Digital Marketing di Desa Imbanagara." Inovasi Sosial : Jurnal Pengabdian Masyarakat 1, no. 3 (2024): 09–18. http://dx.doi.org/10.62951/inovasisosial.v1i3.387.

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Optimization of community empowerment through mushroom cultivation has a major problem, namely the lack of implementation of digital marketing strategies in oyster mushroom cultivation to increase market access, sales efficiency, and production capacity. With the implementation of digital marketing strategies, the Sukahurip II Farmer Group can promote their products more widely, effectively, reach a larger market and increase sales. The methods used include training and assistance in the use of digital platforms such as social media, e-commerce, and online marketing applications. The results o

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Nurainun, Nurainun, and Farah Akmar Anor Salim. "Unlocking Ecopreneurial Growth: The Power of Marketing Strategies and Key Determinants." International Journal of Research and Innovation in Social Science IX, no. V (2025): 2672–82. https://doi.org/10.47772/ijriss.2025.905000207.

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In the era of the gig economy, individuals are increasingly seeking independent income-generating opportunities rather than traditional full-time employment. Many opt to become freelancers, leveraging flexible business models such as e-hailing—an electronic application-based service for booking public transport—and p-hailing, which facilitates the delivery of packages and food via online platforms. However, beyond these established models, there is a growing inclination toward establishing independent businesses. Given the increasing global emphasis on sustainability, this study examines the f

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TERZIU, Hysni. "Analyzing and Selecting a Suitable Media for Online Marketing." European Journal of Multidisciplinary Studies 6, no. 2 (2017): 178. http://dx.doi.org/10.26417/ejms.v6i2.p178-188.

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During the last years, the letter “E” has increased its importance not only in the world of information and communication technology (ICT), virtual businesses, and internet surfing but also in other sectors. It has become an important component for a considerable number of research fields such as in electronic marketing, electronic business, electronic finances, electronic trade, electronic distance learning, and electronic markets among others. The revolution in ICT has changed not only our lives but also the ways how people do business. Recently, it is noted that an increasing number of tour

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Manggaberani, Andi Abdurrahman, and Andi Muhammad Darlis. "The effectiveness of Google Forms in assessing and evaluating online learning outcomes: Meta-analysis study." Jurnal Indonesia Sosial Teknologi 5, no. 10 (2024): 4561–70. http://dx.doi.org/10.59141/jist.v5i10.5305.

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The use of Google Forms as a learning tool in certain subjects is massively used in several schools because of its efficiency. This research aims to identify, classify, and observe literature, synthesize several studies that have been carried out, analyze the contributions that have been made, and propose related research updates. This study uses a methodology supported by a research approach, documentation, and procedural models from systematic literature review and data analysis using quantitative and qualitative descriptive analysis techniques. The results of this study show the effectivene

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Ahmad Dairobi, Abdulah Safe’i, and Suhendi. "Comparative Analysis Of Income From Online And Offline Buying And Selling Business In The Perspective Of Shariah Economics (Case Study At CV. Global best LS)." International Journal of Business and Quality Research 3, no. 02 (2025): 192–204. https://doi.org/10.63922/ijbqr.v3i02.1690.

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The development of information technology, especially the internet, has driven a significant transformation in buying and selling activities. Business actors now do not only rely on physical stores (offline), but also utilize digital media to promote and sell products online. This change has an impact on the structure of business income, including at CV. Global Best LS which implements both models. Differences in terms of market reach, patterns of interaction with consumers, and cost efficiency between online and offline methods raise questions about the extent to which each is effective in in

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Xing, Yuhang, Ke Gao, and Leyi Zhou. "Building Customer Loyalty in Online Business Models." International Journal of Economics, Finance and Management Sciences 12, no. 2 (2024): 93–100. http://dx.doi.org/10.11648/j.ijefm.20241202.14.

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Online business models are developing rapidly and market competition is intensifying. Customer loyalty and consumer willingness are declining across many industries. Customer loyalty is a decisive factor affecting a company&apos;s long-term profits. Market share measured by customer loyalty is more meaningful than market share measured by the number of customers. At the same time, corporate managers have shifted the focus of marketing management to improving customer loyalty, allowing companies to gain advantages in fierce competition. To build customer loyalty, it is important to use the

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Ha, Trang, Do Thao, and Vo Huong. "Adoption of E-Commerce in the Agricultural business sector in Vietnam." Journal of Economics, Finance And Management Studies 07, no. 12 (2024): 7147–53. https://doi.org/10.5281/zenodo.14353788.

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This paper examines the rapid utilization and impacts of e-commerce and specifically online marketing and selling channels on agricultural products, with a focus on the southern region of Vietnam. It highlights key emerging rationales and challenges for Vietnamese agribusinesses to approach e-commerce business models. By analyzing existing literature and sector-focused reports, we can conclude that agriculture sector in Vietnam has been modernized, as e-commerce and digital marketing have enabled firms to reach more customers, both regionally and globally, at a lower, more efficient marketing

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Hossain, Safayet. "Comparative Analysis of Sentiment Analysis Models for Consumer Feedback: Evaluating the Impact of Machine Learning and Deep Learning Approaches on Business Strategies." Frontline Marketing, Management and Economics Journal 5, no. 2 (2025): 18–29. https://doi.org/10.37547/marketing-fmmej-05-02-03a.

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In this study, we conducted a comparative analysis of traditional machine learning models and advanced deep learning models for sentiment analysis of consumer feedback, aiming to assess their impact on business strategies. We evaluated the performance of Random Forest, Support Vector Machines (SVM), Naive Bayes, BERT, and GPT models using a comprehensive dataset derived from e-commerce platforms, social media comments, customer surveys, and online forums. Our results demonstrated that while traditional models like Random Forest and SVM achieved decent accuracy, they were outperformed by the la

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Hossain, Safayet, Md Tarake Siddique, Md Monir Hosen, et al. "Comparative Analysis of Sentiment Analysis Models for Consumer Feedback: Evaluating the Impact of Machine Learning and Deep Learning Approaches on Business Strategies." Frontline Social Sciences and History Journal 05, no. 02 (2025): 18–29. https://doi.org/10.37547/marketing-fmmej-05-02-03.

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In this study, we conducted a comparative analysis of traditional machine learning models and advanced deep learning models for sentiment analysis of consumer feedback, aiming to assess their impact on business strategies. We evaluated the performance of Random Forest, Support Vector Machines (SVM), Naive Bayes, BERT, and GPT models using a comprehensive dataset derived from e-commerce platforms, social media comments, customer surveys, and online forums. Our results demonstrated that while traditional models like Random Forest and SVM achieved decent accuracy, they were outperformed by the la

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Popova, Anastasiia, and Svitlana Lysa. "OMNICHANNEL MARKETING IN CHINA: EVALUATING THE SUCCESS FACTORS FOR CHINESE CORPORATIONS." Grail of Science, no. 33 (November 18, 2023): 75–81. http://dx.doi.org/10.36074/grail-of-science.10.11.2023.11.

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The article identifies and examines the success factors of omnichannel marketing in China. These success factors encompass the alignment of online and offline touchpoints, customer data utilization, personalized marketing approaches, and the utilization of innovative technologies such as artificial intelligence and big data analytics. The study addresses the role of cultural nuances and consumer behaviour in shaping omnichannel strategies, emphasizing the importance of local market expertise and adaptable business models. By scrutinizing the triumphs and tribulations of Chinese corporations in

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Wang, Tzu-Chien. "Deep Learning-Based Prediction and Revenue Optimization for Online Platform User Journeys." Quantitative Finance and Economics 8, no. 1 (2024): 1–28. http://dx.doi.org/10.3934/qfe.2024001.

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<abstract> <p>In today's digital landscape, businesses must allocate online resources efficiently. Data-driven AI methods are increasingly adopted for customer journey management. This study enhances existing frameworks with three key propositions, integrating deep learning and optimization to create a three-step revenue optimization model using online customer data. First, we apply K-means clustering to analyze online user data, constructing a behavior model. Then, convolutional neural networks (CNN) and long short-term memory (LSTM) networks predict user behavior and conversion v

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Sayee Phaneendhar Pasupuleti. "Evolving Practices in Marketing Attribution and Media Mix Modeling for Data-Driven Decision-Making." International Journal of Scientific Research in Science and Technology 11, no. 5 (2024): 792–800. https://doi.org/10.32628/ijsrst251313.

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As businesses now face a range of challenges, technology integration is a dire necessity. The integration of machine learning, real-time analytics, and granular data ingestion into media mix modeling (MMM) frameworks offers valuable online and offline insights. Also, first-touch, last-touch and other traditional models of attribution are getting replaced with probabilistic and algorithmic ones that are more sophisticated. The purpose of this study is to examine the critical role of evolving practices in marketing attribution and media mix modeling (MMM). It dwells on innovative practices that

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UTAMI, Annisa Retno, and Endang WULANDARI. "DIGITAL MARKETING TRAINING ON SOCIAL MEDIA AND E-COMMERCE IN MOJO SHOE BUSINESS." ICCD 3, no. 1 (2021): 129–33. http://dx.doi.org/10.33068/iccd.vol3.iss1.320.

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The current era of digitalization is able to provide an important role in running a business, one of the benefits of the development of digitalization is the change of promotion from traditional to digital promotion by utilizing social media, and sales made online by ustilizing the e-commerce platform. In this activity, partners help in doing digital promotion by utilizing social media on Instagram and Facebook and, as well as helping partners sell online by ustilizing e-commerce platforms at Tokopedia and Shopee MOJO shoe business located in Sidjoarjo. The background of this activity is becau

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Nguyễn Tuấn Anh, Anh, та Dung Trịnh Thị Thùy Dung. "ĐÀO TẠO NGUỒN NHÂN LỰC KHỐI NGÀNH KINH DOANH GẮN VỚI NHU CẦU XÃ HỘI TRONG CÁCH MẠNG CÔNG NGHIỆP 4.0". Tạp chí Khoa học Trường Đại học Trưng Vương 1, № 1 (2025): 40–48. https://doi.org/10.64223/tvj.p2025.v1.i1.a6.

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In recent years, the rapid development of digital technology, artificial intelligence, big data and the Internet has posed many opportunities and challenges for the business industry. Training business human resources needs to change dramatically to adapt to new trends, meeting the practical needs of society and businesses, which is an important factor to ensure the sustainable development of businesses and the economy. The study “Training business human resources associated with social needs in the 4.0 revolution” focuses on analyzing the actual needs of businesses for business human resource

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NAVIN, R., SB NIVESH, and M. VIGNESHWARAN. "Sentimental Analysis for Product Reviews Using NLP." International Journal of Innovative Science and Research Technology (IJISRT) 9, no. 11 (2024): 3217–52. https://doi.org/10.5281/zenodo.14557727.

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In today’s online shopping world, product reviews significantly impact customer purchasing decisions, but the vast number of reviews makes it difficult for businesses to analyze them manually. This project uses Natural Language Processing (NLP) to automate sentiment analysis, allowing businesses to quickly understand customer opinions. By categorizing reviews as positive, negative, or neutral, the project provides valuable insights into customer sentiment. The process begins by gathering and cleaning a dataset of product reviews, followed by steps like removing unnecessary words, breakin

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Putra, Aditya Halim Perdana Kusuma. "Learning from the Past Bridging Digital and Physical Markets: A Guidelines for Future Research Agenda of Online-to-Offline (O2O) Marketing Strategy." International Review of Management and Marketing 14, no. 3 (2024): 82–96. http://dx.doi.org/10.32479/irmm.16145.

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This bibliometric study comprehensively analyses the scholarly landscape surrounding Online-to-Offline (O2O) commerce from 2006 to 2023. Through a systematic review of existing literature with a bibliometric analysis approach, this research identifies pivotal themes, methodologies, and findings that characterize the evolution and impact of O2O strategies across various sectors. The study begins by tracing the conceptual foundation of O2O commerce, emphasizing its role in integrating digital and physical consumer experiences in response to the changing dynamics of consumer behaviour and market

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Saura, Jose Ramon, Pedro Palos-Sanchez, and Beatriz Rodríguez Herráez. "Digital Marketing for Sustainable Growth: Business Models and Online Campaigns Using Sustainable Strategies." Sustainability 12, no. 3 (2020): 1003. http://dx.doi.org/10.3390/su12031003.

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In recent years, digital marketing has transformed the way in which companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the Internet has given rise to new business models based on the bidirectionality of communication between companies and Internet users. Digital marketing, new business models, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies have started to see the digital ecosystem as not onl

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Yusuf, Setiarini, Iha Haryani Hatta, Dewi Trirahayu, et al. "EDUKASI PEMASARAN DIGITAL BAGI UMKM DI KECAMATAN TANJUNG SARI PAMULIHAN KABUPATEN SUMEDANG." SULUH: Jurnal Abdimas 4, no. 2 (2023): 233–41. http://dx.doi.org/10.35814/suluh.v4i2.4045.

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Jenis usaha yang dibangun pada masa kini baik usaha kecil menengah (UKM) ataupun besar selalu mengikuti perkembangan teknologi dan mulai meninggalkan model pemasaran tradisional beralih ke model pemasaran modern yaitu digital marketing. Model pemasaran ini sangat memudahkan pebisnis dari berbagai kalangan dalam memasarkan serta memperkenalkan produk atau jasanya kepada konsumen. Pengabdian kepada masyarakat berupa pelatihan edukasi manajemen pemasaran yaitu digital marketing diperuntukkan kepada UMKM di bawah binaan BumDes Kecamatan Tanjungsari, Kabupaten Sumedang yang aktif dan beroperasi, di

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Nichifor, Eliza, Radu Constantin Lixăndroiu, Cătălin Ioan Maican, et al. "Unlocking the Entrepreneurial State of Mind for Digital Decade: SMEs and Digital Marketing." Electronics 11, no. 15 (2022): 2358. http://dx.doi.org/10.3390/electronics11152358.

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Given the current technological changes, entrepreneurs need to transform their businesses and become more and more digitalized. The process of digital transformation through digital marketing tool adoption is decisive for SMEs’ economic development. It may lead to an increase in revenues, may contribute to the transformation of business models, and may contribute to the increase in the sustainability of SMEs. Aspiring to understand what entrepreneurs think and perceive about their digital knowledge and tools to promote their business online, the authors performed a study to determine and quant

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