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Journal articles on the topic 'Online marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 30 July 2024

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1

Beyer, Karolina. "Online marketing as a successor of traditional marketing." Studia i Prace WNEiZ 52 (2018): 9–20. http://dx.doi.org/10.18276/sip.2018.52/1-01.

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Kowal, Witold. "Marketing metrics – perspektywa marketingu offline vs. marketingu online." Marketing i Rynek 2023, no. 7 (July 21, 2023): 18–26. http://dx.doi.org/10.33226/1231-7853.2023.7.3.

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Mehkarker, Ms Nikita. "Online Marketing Services." International Journal for Research in Applied Science and Engineering Technology V, no. III (March 25, 2017): 556–60. http://dx.doi.org/10.22214/ijraset.2017.3103.

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Leung, Fine F., Flora F. Gu, and Robert W. Palmatier. "Online influencer marketing." Journal of the Academy of Marketing Science 50, no. 2 (January 8, 2022): 226–51. http://dx.doi.org/10.1007/s11747-021-00829-4.

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Bakamjian, Ted. "Marketing online publications." Leading Edge 19, no. 3 (March 2000): 236–37. http://dx.doi.org/10.1190/tle19030236.1.

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Agrawal, A., J. Basak, V. Jain, R. Kothari, M. Kumar, P. A. Mittal, N. Modani, K. Ravikumar, Y. Sabharwal, and R. Sureka. "Online marketing research." IBM Journal of Research and Development 48, no. 5.6 (September 2004): 671–77. http://dx.doi.org/10.1147/rd.485.0671.

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7

Walter, V. "Praxiswissen Online-Marketing." Marketing Review St. Gallen 26, no. 6 (December 2009): 62. http://dx.doi.org/10.1007/s11621-009-0096-4.

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McMahan, Carolynn, Roxanne Hovland, and Sally McMillan. "Online Marketing Communications." Journal of Interactive Advertising 10, no. 1 (September 2009): 61–76. http://dx.doi.org/10.1080/15252019.2009.10722163.

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Oedi, Marcel, Christoph Brenner, and Rüdiger Zarnekow. "Online-Marketing-Budgetallokation." Controlling 25, no. 12 (2013): 664–69. http://dx.doi.org/10.15358/0935-0381_2013_12_664.

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Steinhoff, Lena, Denni Arli, Scott Weaven, and Irina V. Kozlenkova. "Online relationship marketing." Journal of the Academy of Marketing Science 47, no. 3 (December 19, 2018): 369–93. http://dx.doi.org/10.1007/s11747-018-0621-6.

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KA, Dr Azees. "EFFECTIVENESS OF ONLINE MARKETING IN INTEGRATED MARKETING COMMUNICATION: A COMPREHENSIVE STUDY." International Journal of Economics Finance & Management Science 08, no. 08 (August 12, 2023): 05–09. http://dx.doi.org/10.55640/ijefms-9133.

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This comprehensive study examines the effectiveness of online marketing in integrated marketing communication (IMC). As digital technologies continue to transform the marketing landscape, online marketing has become a central component of IMC strategies for businesses. The research investigates how online marketing channels, such as social media, email marketing, search engine optimization, and content marketing, contribute to a cohesive and synchronized communication approach. Through a mix of qualitative and quantitative methods, this study analyzes the impact of online marketing on brand awareness, customer engagement, and overall marketing performance. The findings provide valuable insights for marketers, enabling them to optimize their IMC efforts by harnessing the potential of online marketing in today's digital era.
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Thaichon, Park, Gajendra Liyanaarachchi, Sara Quach, Scott Weaven, and Yi Bu. "Online relationship marketing: evolution and theoretical insights into online relationship marketing." Marketing Intelligence & Planning 38, no. 6 (August 12, 2019): 676–98. http://dx.doi.org/10.1108/mip-04-2019-0232.

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Purpose The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing. Design/methodology/approach Review over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals. Findings This paper examined three areas pertinent to online relationship marketing: first, the evolution of online relationship marketing from pre-1990s to the present, which offers a temporal snapshot of changes in and an overview of the critical components that make up the structure of online relationship marketing; second, key theoretical perspectives are underlying the development of online relationship marketing; and third, empirical insights into online relationship marketing. In general, online relationship marketing has evolved from customers being passive receivers of online information and services to active co-producers and value co-creators. Research limitations/implications The paper identifies future research areas, including multiple layers of interactions, use of new technologies and platforms and the dark side of online communications. Originality/value The authors dedicated summary tables for each area, highlighting key findings, which in turn suggest a series of managerial recommendations for facilitating efficient, effective buyer–seller interactions and maximising firm performance in relation to online relationship marketing.
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Ogura, Yuumi. "Marketing Communication with Online Characters:." Japan Marketing Journal 42, no. 1 (June 30, 2022): 65–72. http://dx.doi.org/10.7222/marketing.2022.036.

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Kremmel, Dietmar, Sigrid Hofer-Fischer, and Franziska Weis. "Online-Marketing systematisch steuern." Controlling & Management Review 66, no. 3 (April 2022): 54–59. http://dx.doi.org/10.1007/s12176-022-0459-0.

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Vuorela, Taina, Sari Alatalo, and Eeva-Liisa Oikarinen. "Playfulness in Online Marketing." International Journal of Innovation in the Digital Economy 10, no. 3 (July 2019): 24–36. http://dx.doi.org/10.4018/ijide.2019070103.

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This article explores different challenges and opportunities of using humour and playfulness in online marketing. Humour has been investigated intensively in marketing, especially in advertising, yet there is little knowledge of the challenges and opportunities in online marketing faced by practitioners. This study analyses key studies conducted in the context of a unique case: a Finnish research project exploring humour as a strategic tool for companies. These studies can provide emerging insights of humour in online marketing which are relevant for practitioners: humour as a transformational appeal, individual differences related to humour appreciation, role of storytelling and playfulness in blogging and challenges related to use of humour such as credibility.
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Roscheck, Christoph, Eva Anderl, and Jan Hendrik Schumann. "Effektivitätsmessung im Online-Marketing." WiSt - Wirtschaftswissenschaftliches Studium 42, no. 5 (2013): 238–44. http://dx.doi.org/10.15358/0340-1650_2013_5_238.

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Dziubaniuk, Olga. "Trust in Online Marketing." Business and Professional Ethics Journal 33, no. 4 (2014): 371–94. http://dx.doi.org/10.5840/bpej201512721.

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Rigas, Dimitrios, Hammad Akhtar Hussain, and Nazish Riaz. "Online Branding and Marketing." International Journal of Sociotechnology and Knowledge Development 8, no. 2 (April 2016): 27–38. http://dx.doi.org/10.4018/ijskd.2016040103.

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Multimodal is quite established as communication metaphor in user interfaces and there is at least some limited prima facie case that can be used to influence positively consumer behaviour. This paper explores the perceptions of users to interactive multimodal e-branding and its effect on the consumer purchase decision. A sample of 200 respondents, was used as a basis to explore marketing techniques on social media and multimodal influence on consumer purchase decisions. The results and their analysis indicated that advertisements or messages to users with audio, video and text on in combination are the most effective forms of compiling multimodal messages that aim to advertise, persuade and eventually lead to a purchase on the e-commerce and social media platforms. The data also pointed to the use of multimodal Virtual Shopping Assistants. These findings provide an overall viewpoint on user perception that can be used as a basis for a series of empirical experiments in simulations to identify the specific user influence under particular user context and multimodal messages.
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Demertzis, Nicolas, Katerina Diamantaki, Angeliki Gazi, and Nektarios Sartzetakis. "Greek Political Marketing Online." Journal of Political Marketing 4, no. 1 (January 3, 2005): 51–74. http://dx.doi.org/10.1300/j199v04n01_04.

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Bol, Jennifer L. "Online journal marketing strategies." Learned Publishing 11, no. 1 (January 1998): 33–37. http://dx.doi.org/10.1087/09531519850146643.

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Jacob, Michael, and Viktoria Weienmaster. "Online-Marketing für Senioren." Wirtschaftsinformatik & Management 9, no. 2 (April 2017): 78–85. http://dx.doi.org/10.1007/s35764-017-0041-2.

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Bach Jensen, Morten. "Online marketing communication potential." European Journal of Marketing 42, no. 3/4 (April 4, 2008): 502–25. http://dx.doi.org/10.1108/03090560810853039.

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23

Remmert, Jens. "Vorsicht beim Online-Marketing." Der Hausarzt 50, no. 20 (December 2013): 57–58. http://dx.doi.org/10.1007/s15200-013-1148-z.

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Petersilie, Frank. "Rechtliche Grenzen des (Online-) Marketings für Ärzte." Aktuelle Urologie 50, no. 04 (May 8, 2019): 413–23. http://dx.doi.org/10.1055/a-0893-6315.

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ZusammenfassungDas Online-Marketing von Ärztinnen und Ärzten muss sich an denselben werberechtlichen Regelungen wie konventionelles Marketing messen lassen. Hier sind v. a. die ärztliche Berufsordnung, das Heilmittelwerbegesetz und das Gesetz gegen unlauteren Wettbewerb relevant. Im Bereich des Online-Marketing kommen insbesondere noch daten- und persönlichkeitsrechtliche Aspekte hinzu. Trotz zunehmender Liberalisierungstendenzen gibt es nach wie vor nicht unerhebliche werberechtliche Grenzen, die in diesem Beitrag skizziert werden. Die relativ hohe Zahl der zitierten aktuellen Gerichtsurteile zeigt zudem, dass es zu allen Regelungen noch klärungsbedürftige Fragen gibt, die auch durch die oftmals sehr einzelfallbezogenen Urteile nicht immer abschließend beantwortet worden sind. Gleichwohl kann man festhalten, dass die rechtlichen Grenzen ärztlichen Marketings nie weiter waren als jetzt.
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25

Oklander, M. A., T. O. Oklander, and O. I. Yashkina. "Marketing research trends: online panels and online communities." Marketing and Management of Innovations, no. 1 (2018): 118–29. http://dx.doi.org/10.21272/mmi.2018.1-08.

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26

Haker, Dina. "NOVE TEHNOLOGIJE I MARKETING." Zbornik radova Fakulteta tehničkih nauka u Novom Sadu 35, no. 10 (October 3, 2020): 1742–45. http://dx.doi.org/10.24867/09gi01haker.

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Cilj rada jeste analiza primene i veza novih tehnologija i marektinga. Elektronski marketing (e-marketing) predstavlja sve online ili elektronski bazirane aktivnosti koje omogućavaju proizvođačima roba i usluga da zadovolje potrebe i želje svojih kupaca na brz i efikasan način. Umesto elektronski marketing, sve češće se koristi termin digitalni marketing. U radu će biti određen nov koncpet primene marketinga i to internet ili elektronski marketing koji se sve češće koristi u praksi. Na primeru hotela Turist dat je prikaz upotrebe digitalnog marketinga u poslovanju.
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27

Warokka, Ari. "Digital Marketing Support and Business Development Using Online Marketing Tools: An Experimental Analysis." International Journal of Psychosocial Rehabilitation 24, no. 1 (January 20, 2020): 1181–88. http://dx.doi.org/10.37200/ijpr/v24i1/pr200219.

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Singh, Ranbir. "Online Marketing of Medical Tourism." Asian Journal of Research in Social Sciences and Humanities 7, no. 3 (2017): 1486. http://dx.doi.org/10.5958/2249-7315.2017.00256.8.

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29

Durmaz, Assist Prof Yakup, Ahmet Ä°lhan, and Ercan Ince. "THEORETICAL APPROACH TO ONLINE MARKETING." INTERNATIONAL JOURNAL OF COMPUTERS & TECHNOLOGY 14, no. 11 (August 13, 2015): 6244–49. http://dx.doi.org/10.24297/ijct.v14i11.1810.

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The Internet is one of the first things leading technological developments. It provides easy accessibility to the products. These kind of developments led businesses to use the Internet intensely in marketing. Thus, online marketing has started to develop and become one of the direct marketing techniques. Online marketing provides both businesses and customers with a great deal of easiness. Companies present customers with products, services and information in an untraditional way thanks to online marketing. Moreover, customers have had the advantage of following the developments and changes, also the access to the products and services easily. Other than the power of information access of the Internet, commerce network and distribution have appeared to be very efficient. In this regard, online marketing have been considered to be one of the tools of modern marketing in terms of reaching customers.Â
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30

Jain, Neha, Vandana Ahuja, and Y. Medury. "Internet Marketing and Consumers Online." International Journal of Online Marketing 2, no. 3 (July 2012): 70–82. http://dx.doi.org/10.4018/ijom.2012070105.

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The internet plays two important roles in marketing-influencing consumer behavior and harnessing consumer intelligence. While its vital for organizations to evaluate consumer intentions and provide consumers the necessary information they are looking for, equally important is the need for collecting consumer data by studying the consumer behavioral patterns on the internet and subsequently nurturing long term relationships with consumers. This study aims at identifying the dimensions of website attributes that represent intentions of consumers for visiting product and brand websites and examines the relationship between various website attributes, with respect to the function performed by the attribute. The methods on how the results were obtained and used will be explored further in this article. This research will be further used for analyzing website attributes with respect to Web Traffic, Website Reputation, Alexa Reach & Readability.
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Kumar, Manoj. "Online Marketing Induced Performance Volatility." International Journal of Online Marketing 7, no. 1 (January 2017): 37–63. http://dx.doi.org/10.4018/ijom.2017010103.

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This paper analyzes how revenue and cash-flow volatility are influenced by own and competitive online marketing spending volatility, by the level of online marketing spending, by the responsiveness of own online marketing spending, and by competitive reactivity. The author develops hypotheses about the influence of these variables on revenue and cash-flow volatility that are rooted in online market response theory. Based on a broad sample of 99 pharmaceutical brands in four clinical categories in India, the author tests these hypotheses and assess the magnitude of the different sources of online marketing-induced performance volatility. The results support our hypotheses and demonstrate that effective online marketing may incur negative financial side effects such as greater financing costs or higher opportunity costs of cash holdings. Thus, common volatility-increasing online marketing practices such as advertising pulsing are effective at the top-line, but may turn out to be ineffective at the bottom-line.
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Gebel, Alexandra. "Online-Marketing in eigener Sache." working@office 9, no. 4 (April 2008): 62–64. http://dx.doi.org/10.1007/bf03249764.

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33

Radygina, Evgeniya G. "Marketing relations in online advertising." Economic Consultant 36, no. 4 (December 1, 2021): 33–41. http://dx.doi.org/10.46224/ecoc.2021.4.4.

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Introduction. The relevance of the research is due to the fact that the model of communication between customers and suppliers within the online space has long influenced all marketing stages in the introduction of goods and services, starting with customer awareness, attitudes towards customers, soliciting potential customers to testing new products, sales, and customer retention. The purpose of the research is to identify features of the Internet as a space of marketing relationships and formulate the principles of interaction with users. Materials and methods. The reviewed sources included contemporary periodicals: Journal of Targeting Measurement and Analysis for Marketing, Electronic Markets, Marketing, etc. The study of Internet resources was based on the authors’ own data received by analysing the portals WebCanape, WebsiteSetup, Statista, etc. Results. There are nearly half a billion new users on social media; trillions of dollars have been spent in online stores, according to the annual Global Digital 2021 report. As of October 2021, the most popular social networks in the world by the number of active users (in millions) are Facebook (2,894), YouTube (2,291), WhatsApp (2,000), Instagram (1,393), Facebook Messenger (1,300), Weixin/WeChat (1,251), TikTok (1,000), etc. The Internet as a new business environment differs from traditional economic sectors by a higher level of heterogeneity. From the standpoint of marketing, the Internet makes it possible to simultaneously bring a message to a large number of users (mass communication is ensured), on the other hand, to customise the offer for specific consumers according to their needs. Conclusion. Contemporary marketing follows the consumer, i.e. uses the online environment as a point of contact with the consumer to promote and distribute products. Relationship marketing theories are based on the need for companies to invest in relationships between themselves and consumers. Relationship marketing focuses on taking relationships between the company and the consumer from a state of engagement to that of loyalty. Each customer has a personality and his/her relationship with a particular brand becomes the dominant factor influencing his/her decision regarding purchase or service.
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Galanina, T. V., and I. N. Tretyakova. "CONSTRUCTION COMPANY’S ONLINE MARKETING STRATEGY." Вестник Алтайской академии экономики и права 1, no. 12 2020 (2020): 39–45. http://dx.doi.org/10.17513/vaael.1473.

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J., Sridevi, and Senthil Kumar K. "EMERGING TRENDS IN ONLINE MARKETING." ICTACT Journal on Management Studies 01, no. 01 (February 1, 2015): 34–38. http://dx.doi.org/10.21917/ijms.2015.0006.

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Možuchová, Lucia. "ONLINE MARKETING KNIŽNIČNO-INFORMAČNÝCH SLUŽIEB." Pošta, Telekomunikácie a Elektronický obchod 12, no. 2 (2017): 18–23. http://dx.doi.org/10.26552/pte.c.2017.2.3.

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Greve, Goetz. "Kontrolle von Online-Marketing-Aktivitäten." WiSt - Wirtschaftswissenschaftliches Studium 45, no. 1 (2016): 16–21. http://dx.doi.org/10.15358/0340-1650-2016-1-16.

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Riedl, Joachim, and Mathias Busch. "Marketing-Kommunikation in Online-Medien." Marketing ZFP 19, no. 3 (1997): 163–76. http://dx.doi.org/10.15358/0344-1369-1997-3-163.

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CONSTANTINESCU, Victor-George, Iuliana CONSTANTIN, and Catalina Gabriela BELGIU CUREA. "Promotion Strategies in Online Marketing." Logos Universality Mentality Education Novelty: Social Sciences 6, no. 1 (June 30, 2017): 73–82. http://dx.doi.org/10.18662/lumenss.2017.0601.07.

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Lagrée, Paul, Olivier Cappé, Bogdan Cautis, and Silviu Maniu. "Algorithms for Online Influencer Marketing." ACM Transactions on Knowledge Discovery from Data 13, no. 1 (January 29, 2019): 1–30. http://dx.doi.org/10.1145/3274670.

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Viteri-Luque, Fernando E., Luis A. Herrera-Lozano, and Antonio F. Bazurto-Quiroz. "Marketing Online: Un enfoque global." Polo del Conocimiento 2, no. 12 (April 24, 2018): 258. http://dx.doi.org/10.23857/pc.v2i12.449.

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<p style="text-align: justify;">El marketing digital o marketing online es el desarrollo de estrategias de publicidad y comercialización a través de los medios digitales, en las cuales todas las técnicas que se emplean en el mundo off-line (web) son imitadas y traducidas al mundo online, es por ello que, en el marketing digital aparecen, por ejemplo, nuevas herramientas, como los buscadores como google, las nuevas redes sociales y la posibilidad de mediciones digitales de rentabilidad de cada una de las estrategias empleadas (IIEMD, n.ed) .Las innovaciones en el área del marketing digital están fundamentadas básicamente en la web 2.0, debido a que esta nace con la posibilidad de compartir información fácilmente por medio de las redes sociales y a las nuevas tecnologías de información, que permiten a su vez el intercambio casi instantáneo de información que antes eran imposible compartir con tanto alcance y velocidad como en el mundo online (Tirado, 2013). El marketing digital emplea el internet no sólo como medio para encontrar información sino como comunidad, donde hay relaciones constantemente y feedback con los usuarios de diferentes partes del mundo, por lo que busca resaltar la opinión de los usuarios de manera online (IIEMD, n.ed).</p>
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Anwar, Muhammad Naveed, and Elizabeth Daniel. "Entrepreneurial marketing in online businesses." Qualitative Market Research: An International Journal 19, no. 3 (June 13, 2016): 310–38. http://dx.doi.org/10.1108/qmr-04-2015-0029.

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Purpose The purpose of this paper is to explore the marketing of online businesses operated by ethnic minority entrepreneurs. The authors apply an entrepreneurial marketing lens to explore how such entrepreneurs draw on the resources to market their businesses. They also consider whether online businesses offer such entrepreneurs the opportunity to break out of the highly competitive sectors with which they are traditionally associated. Design/methodology/approach Key informant interviews are undertaken with 22 entrepreneurs operating online businesses in the UK and augmented by complementary sources of data such as their websites and press coverage. Findings Use of an entrepreneurial marketing perspective demonstrates that marketing in such businesses is not haphazard or chaotic. Rather it reflects the emergent and flexible use of resources. The affordances of online businesses appear to offer opportunities for break out, but the reliance on incremental experimentation and copying others results in highly homogeneous approaches to marketing. The authors also provide empirical evidence of the link between visa status and entrepreneurial choices. Originality/value Despite the popularity of online businesses, previous studies have not explored them as an opportunity for ethnic minority entrepreneurs. This study moves the consideration of break out from market-entry to the ongoing marketing activities that sustain a business. It also demonstrates how the domains of ethnic minority entrepreneurship and entrepreneurial marketing can be brought together via a focus on resources. Finally, it enriches entrepreneurial marketing by evidencing connections with notions of effectuation and entrepreneur-venture fit.
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Ellis, D. "Online management and marketing databases." International Journal of Information Management 10, no. 1 (March 1990): 80–82. http://dx.doi.org/10.1016/0268-4012(90)90061-v.

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杨, 博. "Agricultural Products Online Marketing Model." Advances in Social Sciences 09, no. 05 (2020): 636–40. http://dx.doi.org/10.12677/ass.2020.95093.

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Ilieva, Janet, Steve Baron, and Nigel M. Healey. "Online Surveys in Marketing Research." International Journal of Market Research 44, no. 3 (May 2002): 1–14. http://dx.doi.org/10.1177/147078530204400303.

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In a recent article on conducting international marketing research in the twenty-first century (Craig & Douglas 2001), the application of new (electronic) technology for data collection was encouraged. Email and web-based data collection methods are attractive to researchers in international marketing because of low costs and fast response rates. Yet the conventional wisdom is that, as some people still do not have access to e-mail and the Internet, such data-collection techniques may often result in a sample of respondents that is not representative of the desired population. In this article we evaluate multimode strategies of data collection that include web-based, e-mail and postal methods as a means for the international marketing researcher to obtain survey data from a representative sample. An example is given of a multimode strategy applied to the collection of survey data from a sample of respondents across 100 countries.
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Barrot, Christian, Jan U. Becker, and Michel Clement. "Entrepreneurial Marketing in Online-Netzwerken." Zeitschrift für Betriebswirtschaft 81, S6 (November 2011): 5–25. http://dx.doi.org/10.1007/s11573-011-0512-5.

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47

BOHACHOVA, Asia, and Yuliia ZAKORKO. "Online marketing for small businesses." Economics. Finances. Law 5, no. - (May 30, 2023): 21–23. http://dx.doi.org/10.37634/efp.2023.5.4.

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The paper discusses the importance of marketing for the successful development of a company and offers practical recommendations for the effective organization of marketing in a small business. The paper is devoted to the analysis of Internet resources of small enterprises representing the market of gas equipment in Ukraine; information that marketing includes not only the promotion of the product, but also the analysis of the market, competitors, consumers and the development of a unique selling proposition. In general, analyzing competitor sites by mission, positioning, and unique selling proposition helps businesses understand how they can improve their promotion strategies and compete in the marketplace. However, it must be remembered that a successful business should not copy competitors directly, but use competitor analysis as a source of inspiration to develop its own unique ideas and strategies. It should also be taken into account that competitor analysis is not the only tool for successful business promotion and requires additional research of the market, consumers, technological and economic trends, as well as the development of your own unique mission, positioning and unique selling proposition. In addition, competitor analysis is an ongoing process and requires constant monitoring of changes in competitor strategies and products. Also, effective online review and reputation management can help small businesses attract new customers and keep existing customers loyal. We should not forget the importance of analyzing the results of marketing campaigns in small businesses in order to optimize the strategy and maximize the return on invested resources. The paper also discusses the most important aspects, such as developing a marketing strategy, determining the target audience and using Internet marketing tools.
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Thammakorn, Pramoch, Sakarin Yuphong, and Phatthira Kaewkerd. "Viral Marketing Via Online Networks." Journal Of Technical Education Development 35, no. 125 (March 4, 2023): 11–16. http://dx.doi.org/10.14416/j.ted.2023.02.001.

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Viral marketing via online network or viral marketing is one of the internet marketing. It is a form of communication to target group that interested information. The recipient receives the message will be asked to forward the message to their own friend group again. It is a form of interpersonal communication in the form of viral via online network. It is a method to spread information quickly in a short time. This type of marketing has the advantage to spread information quickly but there is a disadvantage in the media that makes the information unreliable. In term of information due to easily distorting various information.
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49

Setyoningsih, Sari. "Analisis Bibliometrik Terhadap Online Marketing." Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis & Akuntansi (EMBA) 2, no. 02 (August 15, 2023): 137–40. http://dx.doi.org/10.34152/emba.v2i01.739.

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The technological of the internet has increased the demand for online marketing strategies. Over the years, online marketing has received a lot of attention because of the benefits for both personal and organizational. This study attempts to analyze online marketing from 2018 to 2022 through a bibliometric analysis procedure. A total of 200 articles were published retrieved from the Google Scholar database for analysis. The purpose of this study is to analyze developments research related to online marketing that will be useful later for recommendations for further research. This study uses a quantitative method take advantage of Publish or Perish software, Google Scholar, VOSViewer and Mendeley. This research is conducted to see how the consumers’ brand perception and purchasing decisions are influenced by different online marketing tools used such as components of online marketing. This is one of the pioneering studies which provides a greater explanation of online marketing research by investigating its evolution through bibliometric analysis.Keywords: Bibliometric Analysis; E-Commerce; Online Marketing; Social media
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50

Kretek, Henryk A., and Janusz Dworak. "Post-Pandemic Marketing @Marketing." Multidisciplinary Aspects of Production Engineering 3, no. 1 (September 1, 2020): 584–95. http://dx.doi.org/10.2478/mape-2020-0049.

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AbstractMarketing concentrates mainly on customer acquisition by means of advertisements broadcast in mass media and on billboards. The change to be made in traditional marketing is the shift of interests from satisfying needs to meeting expectations. @Marketing may serve as a tool for that. The aim of this paper is to present a new concept for @marketing, based on innovative forms of product presentation. The paper focuses on the marketing content, without consideration of technical aspects. Research has been carried out in the field of customers’ expectations towards online presentations. In the new conditions, a product presentation should be expanded by innovative forms such as narration, photography and computer graphics. Therefore, there is a need to develop comprehensive projects for planning online presentations as soon as possible. It should be preceded by detailed analyses carried out by IT specialists and marketing experts.
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