The Impact of Digital Marketing Communication on Consumer Purchase Decision Among Youths in Cameroon

2021 ◽  
Vol 12 (4) ◽  
pp. 947-963
Author(s):  
Darcy Awah Achunguh
Keyword(s):  
Digital Media ◽  
Turning Point ◽  
Electronic Devices ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Digital Platforms ◽  
Digital Era ◽  
Commercial Market ◽  
Business Conditions ◽  
The Impact

Digital marketing has become one of the most commonly used phrases these days. Although it's easily used in a sentence, quite often, it is not defined accurately. For some, it's a synonym for "Internet Marketing," while others describe it as marketing using electronic devices. Business conditions have changed due to the growth of digital media, and today's commercial market is undervalued. The world's digital era is at a turning point. All companies' goods benefit from the use of digital platforms to increase revenue. Companies can quickly accept more customers, especially youths, and customers have various options when making buying decisions.

scholarly journals SCOPE OF MACRO MARKETING RELATED TO THE DEVELOPMENT OF DIGITAL MARKETING SYSTEMS

2020 ◽  
Vol 22 (2(75)) ◽  
pp. 93-100
Author(s):  
Y. V. ROBUL
Keyword(s):  
Digital Media ◽  
Value Creation ◽  
System Development ◽  
Central Element ◽  
Central Place ◽  
Digital Marketing ◽  
Marketing System ◽  
Digital Platforms ◽  
Marketing Systems ◽  
The Impact

Topicality. While digital revolution in every field and sector of economy, including marketing is fait accompli, a proper conceptualisation thereof is still far from being definitely provided. In this context the need for simultaneously more accurate and general understanding of marketing system development as well as for effective regulation of their growth and change is widely recognised. The situation with macromarketing in digital is much the same. Digital marketing in so far has mostly been scrutinised as a set of tools at the level of a firm. This article represents an attempt to shape it as a marketing system within service economy, the value in which is created by co-creation, and the theoretical basis is represented by the logic of service dominance (S-D logic). Aim and tasks. The article addresses the scope and tasks of digital marketing, considered from the point of view of the marketing system at the macro level. Research results. Based on the phenomena of datafication, digitalisation, virtualisation and generativity, as specific features of digital technologies the digital marketing macrosystem is shaped. On the basis of these treats, the vision of specific features of the scope of macromarketing in the digital space is proposed and developed, as well as the comparison of digital marketing as a micro- and a macrosystem is provided. Digital platforms for transactions, creation and access to new digital services, and related to them sharing economy research have been proposed as a central element to digital macromarketing. The concept might be used in further studies aimed at assessing the input of digital marketing onto economy as a whole, or the impact of digital media development on the development and growth of market environment, as well as to develop measures to regulate and stimulate digital marketing development and, through it, the development of the digital economy as a whole. Exploring the forms and conditions of its relationship with other marketing systems and other social subsystems, as well as determining the levels of the hierarchy in it and the interaction between levels, is a promising avenue for research. Some other areas of further research are also suggested. Conclusion. Digital marketing as a macrosystem should focus on the study of functional mechanisms that help expand marketing processes and systems, determine the relationship between value creation and acquisition models and the creation and growth of welfare at the level of the economy as a whole. Given the central place of digital research platforms for the conditions of their origin and functioning depending on socio-economic conditions and development on their basis of the economy of distribution and joint value creation can be an interesting area of further research.

scholarly journals Prevalence and Perceived Effectiveness of Pharmaceutical Digital Marketing among Community Pharmacies in Saudi Arabia: A Cross-Sectional Questionnaire-Based Survey

Pharmacy ◽  
2020 ◽  
Vol 8 (1) ◽  
pp. 9
Author(s):  
Younes Ben Said ◽  
Nicola Luigi Bragazzi ◽  
Natalia Valeryevna Pyatigorskaya
Keyword(s):  
Digital Media ◽  
Community Pharmacists ◽  
Sampling Technique ◽  
Cross Sectional Study ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Cross Sectional ◽  
Digital Platforms ◽  
Social Media Networks ◽  
Direct To Consumer

This research analyzes the direct-to-consumer digital marketing technologies in terms of prevalence and effectiveness. A cross-sectional study design was carried out using the non-repeated random sampling technique. Standardized questionnaires were administered by means of face-to-face interviews or online via web software Sphinx (Python Documentation Generator). The relative importance of prevalence (RIP) and the mean evaluation of effectiveness (MEE) were determined for all studied digital media and for all the different groups of respondents (pharmaceutical sales representatives, community pharmacists, consumers, and the entire sample). Inter-individual differences in RIP and MEE were assessed by computing the coefficient of variation, whereas inter-group differences were determined by one-way analysis of variance (ANOVA) with the Scheffé test as a post-hoc test. Research findings showed that, according to the opinion of all respondents, pharmaceutical promotional tools were more prevalent on healthcare websites. However, all respondents considered social media networks and chat messengers to be the most effective in terms of marketing communication. In conclusion, the results of the present research enable a better understanding of which digital platforms are more often used as media for direct-to-consumer pharmaceutical promotion, and which ones are perceived as the most effective for marketing communication.

scholarly journals Digital Marketing dan Ragam Produk pada Minat Beli Konsumen Toko Online Shopee (Studi Kasus pada Mahasiswa Prodi Manajemen Fakultas Ekonomi Universitas Bhayangkara Jakarta Raya Angkatan 2016)

2019 ◽  
Vol 3 (1) ◽  
pp. 14
Author(s):  
Andrian SE,MM
Keyword(s):  
Digital Media ◽  
Linear Regression Analysis ◽  
Evaluation Process ◽  
Product Variety ◽  
Digital Marketing ◽  
The Internet ◽  
Final Conclusion ◽  
Purposive Sampling ◽  
Department Faculty ◽  
The Impact

            Digital Marketing adalah  merupakan suatu kegiatan pemasaran atau promosi sebuah brand atau produk menggunakan media digital atau internet. Tujuan digital marketing adalah untuk menarik konsumen dan calon konsumen secara cepat. Seperti yang kita tahu, penerimaan teknologi dan internet di masyarakat sangat luas, sehingga tidak heran kegiatan pemasaran secara digital dijadikan pilihan utama oleh perusahaan-perusahaan. Keragaman produk merupakan kumpulan seluruh produk dan barang yang ditawarkan penjual tertentu kepada pembeli. Sedangkan minat beli timbul setelah adanya proses evaluasi alternatif dan di dalam proses evaluasi, seseorang akan membuat suatu rangkaian pilihan mengenai produk yang hendak dibeli atas dasar merek maupun minat. Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini ada tiga, yaitu Digital Marketing (X1), Ragam Produk (X2), dan Minat Beli (Y). Pengumpulan data diperoleh melalui penyebaran kuesioner ke sejumlah mahasiswa Jurusan Manajemen Angkatan 2016 Fakultas Ekonomi Universitas Bhayangkara Jakarta Raya. Sampel yang digunakan dalam penelitian ini berjumlah 100 orang responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda dengan metode SPSS versi 22. Penelitian ini menghasilkan kesimpulan akhir bahwa variabel Digital Marketing dan Ragam Produk mempunyai pengaruh yang signifikan pada variabel Minat Beli sebesar 23,8%.The Impact of Digital Marketing and Product Variety towards Purchasing Interest in Online Store Shopee (Case Study to Students of Class of 2016 Management Department Faculty of Economic University of Bhayangkara Jakarta Raya)Abstract            Digital Marketing is an activity of marketing or promoting a brand or product using digital media or the internet. The purpose of digital marketing is to attract consumers and prospective consumers quickly. As we know, the acceptance of technology and the internet in the community is very broad, so it is not surprising that digital marketing activities are made the top choice by companies. Product diversity is a collection of all products and goods offered by certain sellers to buyers. Whereas buying interest arises after the existence of an alternative evaluation process and in the evaluation process, someone will make a series of choices regarding the product to be purchased on the basis of brand and interest. This research uses explanatory research with a quantitative approach. There are three variables used in this research, namely the Digital Marketing (X1), Product Variety (X2), and Purchase Interest (Y). Data collection is obtained through questionnaires distributed to several students of the  Class of 2016 Management Department, Faculty of Economics, University of Bhayangkara Jakarta Raya. The sample used in this research amounted to 100 respondents. The sampling technique used is purposive sampling. Data analysis used is descriptive analysis and multiple linear regression analysis with SPSS version 22. This research produces the final conclusion that the Digital Marketing variable and Product Variety have a significant effect on the Purchase Interest variable as 23.8%.

Marketing Response Modelling: Impact of Digital Marketing for a Luxury Car Brand

2019 ◽  
Vol 14 (3) ◽  
pp. 254-270
Author(s):  
Mihir Dash ◽  
Kshitiz Sharma
Keyword(s):  
Digital Media ◽  
Emerging Economies ◽  
High Growth ◽  
Digital Marketing ◽  
Independent Variables ◽  
Goods Market ◽  
The Media ◽  
Media Mix ◽  
Response Modelling ◽  
The Impact

The luxury car segment is the most vibrant segment in the luxury goods market, experiencing high growth in recent years in the emerging economies of China, India, and Brazil. In India, the luxury car segment is dominated by three major players, that is, Audi, Mercedes-Benz, and BMW, together accounting for 85 per cent of the total Indian luxury car segment. The study proposes a marketing response model for luxury car brands, involving a linear model with all possible interaction effects. The model is applied in the case of a luxury car brand which had recently adopted digital marketing in addition to its traditional advertising media mix. The response in the form of customer queries at its showroom (situated in Bangalore, India) was taken as the dependent variable. The independent variables were the advertising expenditure in different media, viz. newspapers and magazines, display events, and digital media. The results of the model provide a measure of the effectiveness of each of the media, the interaction between them, as well as the impact of digital marketing.

scholarly journals Looking Behind the Screen: Genealogies of Poetic Technology

2019 ◽  
Vol 32 (1) ◽  
pp. 169-189
Author(s):  
Peter Middleton
Keyword(s):  
Digital Media ◽  
Social Practice ◽  
Contemporary Poetry ◽  
Material Technology ◽  
Digital Era ◽  
Strong Focus ◽  
History Of ◽  
Almost All ◽  
The Impact ◽  
Rapid Transformation

Abstract Everyone, from distinguished philosophers to emergent poets, has been to some extent disoriented by the new digital technology and its shimmer of compositional novelty. This article reviews recent studies of the impact of the digital on research into the history of modern and contemporary poetry. Almost all poetry written and circulated today is dependent on digital media, with profound consequences for every aspect of its writing, performance, and reception. I argue that scholars of poetry can benefit from learning more about what constitutes the digital, as material technology, as programming, and as transformative social practice, as well as by studying earlier phases of the rapid transformation of communications technology. I then discuss briefly several recent texts on current digital infrastructure, before surveying some representative recent critical works that draw on insights derived from our digital era to provide new perspectives on the predigital age of poetry. At the heart of this review, essay is extended discussions of Seth Perlow’s The Poem Electric and Todd Tietchen’s Technomodern Poetics, recent books that explore changing concepts of lyric, surveillance, anonymity, and even electricity. In addition, this essay discusses The Bloomsbury Handbook of Electronic Literature, edited by Joseph Tabbi, which has a strong focus on poetics.

3. The first casualty: journalists at war

2014 ◽  
Author(s):  
Ian Hargreaves
Keyword(s):  
Digital Media ◽  
News Media ◽  
Al Jazeera ◽  
Television Channel ◽  
Digital Era ◽  
Balkan Wars ◽  
The Military ◽  
The Impact ◽  
War Reporting

It was in the ‘Balkan wars’ of the 1990s that the news media and the military started to understand the extent to which digital media were reshaping the craft of war reporting. Journalists were now able to report from behind enemy lines. War has always delivered the most severe test to journalistic independence. What are the challenges to journalists reporting news in a war situation? How objective can they be? ‘The first casualty: journalists at war’ charts the impact of the digital era on war reporting in Iraq and Afghanistan, and the rise of the Arabic television channel Al Jazeera.

Exploring the integration of social media within integrated marketing communication frameworks

2016 ◽  
Vol 34 (1) ◽  
pp. 19-40 ◽  
Author(s):  
Michael John Valos ◽  
Fatemeh Haji Habibi ◽  
Riza Casidy ◽  
Carl Barrie Driesener ◽  
Vanya Louise Maplestone
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Information Seeking ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Content Type ◽  
Service Channel ◽  
Senior Services ◽  
The Impact

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales. Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement. Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement. Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications. Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.

scholarly journals KLINIK PEMASARAN DIGITAL BAGI DOSEN BERWIRAUSAHA

2021 ◽  
Vol 4 (2) ◽  
pp. 443
Author(s):  
Alin Liana ◽  
Sulfaidah Sulfaidah ◽  
Maisya Zahra Al Banna
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Waste Treatment ◽  
Electronic Devices ◽  
Digital Marketing ◽  
Goods And Services ◽  
Second Stage ◽  
Promotional Video ◽  
Two Stages ◽  
The Web

ABSTRAKPemasaran digital merupakan strategi promosi produk barang dan jasa dengan memanfaatkan media digital yang terintegrasi pada perangkat elektronik dan menggunakan koneksi jaringan internet. Terdapat 6% dosen STKIP Pembangunan Indonesia  mengelola usaha mikro secara mandiri, yang bergerak dalam bidang kuliner, kosmetik, pakaian, pemanfaatan sagu, budidaya tanaman dan usaha pengolahan limbah plastik. Usaha mikro yang digeluti oleh dosen masih cenderung konvensional, dan belum memanfaatkan peluang digitalisasi dalam pemasaran produknya, sehingga perlu dilakukan pelatihan pemasaran digital untuk mengimbangi besarnya tantangan persaingan usaha saat ini. Kegiatan ini dibagi menjadi dua tahap, tahap pertama merupakan pemberian materi marketing digital yang terdiri atas (i) pemanfaatan website dan media sosial sebagai media promosi produk, (ii) penguasaan teknik dasar iklan, dan (iii) pemanfaatan video untuk iklan. Sedangkan tahap kedua merupakan praktek pemanfaatan web atau media sosial oleh peserta untuk mempromosikan produk yang dijual. Dari hasil pelatihan ini seluruh peserta dapat menerapkan pemasaran digital dalam mempromosikan produk yang dijual, dan terdapat satu orang peserta yang telah berhasil memanfaatkan video promosi untuk meningkatkan jumlah produk yang terjual. Kepuasan peserta terhadap pelatihan diukur menggunakan kuesioner, yang menunjukkan bahwa 88% peserta menyatakan puas terhadap pelatihan ini. Kata kunci: pemasaran digital; dosen; STKIP Pembangunan Indonesia. ABSTRACTDigital marketing is a strategy to promoting goods and services products by utilizing digital media integrated in electronic devices and using internet network connections. There are 6% lecturers of STKIP Pembangunan Indonesia managing micro businesses independently, engaged in culinary, cosmetics, clothing, sago, decorative plants and plastic waste treatment business. Micro businesses pursued by lecturers still tend to be conventional, and have not taken advantage of digitalization opportunities in the marketing of their products, so it is necessary to conduct digital marketing training to offset the magnitude of the challenges of business competition today. This activity is divided into two stages, the first stage is the provision of digital marketing materials consisting of (i) the utilization of websites and social media as a product promotional media, (ii) mastery of basic advertising techniques, and (iii) the utilization of video for advertising. While the second stage is the practice of using the web or social media by participants to promote the products sold. From the results of this training all participants can apply digital marketing in promoting their products, and there is one participant who has successfully utilized the promotional video to increase the number of products sold. Participants' satisfaction with the training was measured using a questionnaire, which showed that 88% of participants expressed satisfaction with the training. Keywords: digital marketing; lecturer; STKIP Pembangunan Indonesia.

scholarly journals Influencers as a Means of Marketing Communications Strategy Digital Marketing Little PEP Jaya

2021 ◽  
Vol 1 (4) ◽  
pp. 357-368
Author(s):  
Hasim Hasim ◽  
Dinna Nurdiani Hapsari
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Communication Strategies ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Literature Study

creative economic field production of clothing in the city is currently experiencing a significant increase, various Various methods and sales promotion strategies are carried out by them to introduce their products to the wider community through digital media including social media, Instagram, company web. Business competition is also very tight, this company tries to attract consumers to buy its products by carrying out promotional strategies through the role of an influencer, such as artists, fashion bloggers, fashion stylish, and others, in this way is expected to increase sales. This study aims to see an overview of digital marketing communication strategies through the role of an influencer applied by Little PEP Jaya. Based on the research theme, a suitable research method for digging up the data or information needed uses qualitative research methods with a descriptive approach. Data collection techniques in research are through semi-structured interviews conducted with informants who are closely related to the theme of this research, including influencers and management staff at Little PEP Jaya. research findings the researcher also conducted a literature study, either through communication books or through online sources relevant to this research. The results of this study are Little PEP Jaya's digital marketing communication strategy planning through influencers using Instagram social media as a medium for disseminating information. In planning the marketing communication strategy, Little PEP Jaya has communicators, namely influencers according to the character of the product, they have an age segmentation that is in accordance with the Little PEP Jaya brand image, namely children's and young parents' clothing, In the implementation of marketing communication strategies through influencers, Little PEP publicity Jaya asked for a message to be conveyed by communicators, namely influencers, those who designed it by adjusting the personality of the Influencers, but did not have a deadline.

scholarly journals Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study

2015 ◽  
Vol 1 (5) ◽  
pp. 69-80 ◽  
Author(s):  
Afrina Yasmin ◽  
Sadia Tasneem ◽  
Kaniz Fatema
Keyword(s):  
Empirical Study ◽  
Digital Media ◽  
Electronic Media ◽  
Digital Marketing ◽  
Statistical Tools ◽  
Marketing Effectiveness ◽  
Challenges And Opportunities ◽  
New Challenges ◽  
Tools And Techniques ◽  
The Impact

Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media. This article focuses on the importance of digital marketing for both marketers and consumers. We examine the effect of digital marketing on the firms’ sales. Additionally the differences between traditional marketing and digital marketing in this paper are presented. This study has described various forms of digital marketing, effectiveness of it and the impact it has on firm’s sales. The examined sample consists of one hundred fifty firms and fifty executives which have been randomly selected to prove the effectiveness of digital marketing. Collected data has been analyzed with the help of various statistical tools and techniques.

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