scholarly journals An Empirical Research Framework on Digital Marketing Consultancy: The Case of Marcheluzzo Srl

2020 ◽  
Vol 24 (39) ◽  
pp. 06-12
Author(s):  
Charles Alves de Castro
Keyword(s):  
Literature Review ◽  
Empirical Research ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Main Research ◽  
Business Context ◽  
Advertising Budget ◽  
On Line ◽  
Research Questions ◽  
Business To Business

AbstractDrawing from the integrated areas of internal consultancy in marketing, advertising budget, and digital marketing, this empirical research aims to examine the company Marcheluzzo`s off-line advertising budget focused on the Brazilian market to combine on-line advertising investments in a new expense budget plan for 2021. A comprehensive analysis of the literature review demonstrates the importance of digital marketing strategies in a B2B - (business-to-business) context within the Brazilian market, covering both their benefits and challenges. The literature review filled and discussed the gaps found, it was also analyzed the past and actual literature within the specific themes in this research. The data used in this research was gathered by a semi-structured one-to-one interview conducted personally with the Marcheluzzo`s marketing and commercial manager. In addition, through the field observation and documents collected in the company more information was possible to gather and have insights about a variety of subjects mainly related to the advertisement budget. It was possible to successfully answer the two main research questions being discussed using the data collected. It was found that Marcheluzzo has been interested in making investments in digital marketing, as well as, there is room for this investment in a new advertisement budget focused on the Brazilian market, combining online and offline marketing strategies. Keywords: Advertising Budget. Digital Marketing. Marketing Consultancy. Resumo A partir das áreas integradas de consultoria interna em marketing, orçamento publicitário e marketing digital, esta pesquisa empírica visa examinar o orçamento publicitário off-line da empresa Marcheluzzo voltado para o mercado brasileiro para combinar investimentos publicitários on-line e off-line em um novo plano orçamentário para 2021. Uma análise abrangente da revisão da literatura demonstra a importância das estratégias de marketing digital em um contexto B2B - (Business-to-Business) no mercado brasileiro, abrangendo seus benefícios e desafios. A revisão bibliográfica preencheu e discutiu as lacunas encontradas, também foi analisada textos já publicados e atuais dentro dos temas específicos desta pesquisa. Os dados utilizados nesta pesquisa foram coletados por meio de entrevista semiestruturada individual realizada pessoalmente com o gerente de marketing e comercial do Marcheluzzo. Além disso, por meio da observação de campo e dos documentos coletados na empresa foi possível reunir mais informações e ter insights sobre uma variedade de assuntos relacionados principalmente ao orçamento publicitário. Foi possível responder com sucesso às duas principais questões de pesquisa em discussão usando os dados coletados. Constatou-se que a empresa Marcheluzzo tem interesse em fazer investimentos em marketing digital no Brasil, bem como, há espaço para esse investimento em um novo orçamento publicitário voltado para o mercado brasileiro, combinando estratégias de marketing online e offline. Palavras-chave: Orçamento Publicitário. Marketing Digital. Consultoria de Marketing

scholarly journals The Role of Motivation in Enhancing Employees’ Creativity: A Literature Review

2019 ◽  
Author(s):  
Maryam Hashem ◽  
David Gallear ◽  
Tillal Eldabi
Keyword(s):  
Literature Review ◽  
Intrinsic Motivation ◽  
Empirical Research ◽  
Extrinsic Motivation ◽  
Business Environment ◽  
Intrinsic And Extrinsic Motivation ◽  
Comprehensive Literature Review ◽  
Research Questions ◽  
The Relationship

Organizations from different industries worldwide focus their efforts and budgets to enhance employees’ creativity which is widely perceived as a major success ingredient in today’s challenging business environment. Consequently, practitioners and managers establish reward systems to enhance employees’ creativity. However, the literature presents opposing views pertaining to the relationship between rewards and employees creativity, such that some scholars find it important to be intrinsically motivated to be creative whereby others find extrinsic motivation (e.g. rewards) to be important to enhance creativity. This paper aims to provide a comprehensive literature review by presenting prominent theories addressing the role of intrinsic and extrinsic motivation in enhancing employees’ creativity. It then highlights the research questions intended to be investigated and finally presents the context of proposed empirical research. Keywords: creativity, intrinsic motivation, extrinsic motivation, rewards

Enabling On-Line Deliberation and Collective Decision-Making through Large-Scale Argumentation

2011 ◽  
pp. 236-259
Author(s):  
Luca Iandoli ◽  
Mark Klein ◽  
Giuseppe Zollo
Keyword(s):  
Large Scale ◽  
Small Scale ◽  
Consensus Formation ◽  
Main Research ◽  
Collaborative Technologies ◽  
Geographically Dispersed ◽  
Effective Combination ◽  
On Line ◽  
Research Questions ◽  
Collaborative Platform

The successful emergence of on-line communities, such as open source software and Wikipedia, seems due to an effective combination of intelligent collective behavior and internet capabilities However, current internet technologies, such as forum, wikis and blogs appear to be less supportive for knowledge organization and consensus formation. In particular very few attempts have been done to support large, diverse, and geographically dispersed groups to systematically explore and come to decisions concerning complex and controversial systemic challenges. In order to overcome the limitations of current collaborative technologies, in this article, we present a new large-scale collaborative platform based on argumentation mapping. To date argumentation mapping has been effectively used for small-scale, co-located groups. The main research questions this work faces are: can argumentation scale? Will large-scale argumentation outperform current collaborative technologies in collective problem solving and deliberation? We present some preliminary results obtained from a first field test of an argumentation platform with a moderate-sized (few hundred) users community.

scholarly journals A Systematic Literature Review on Hospitality Analytics

2020 ◽  
Vol 11 (2) ◽  
pp. 47-55
Author(s):  
João Paulo Rodrigues ◽  
Maria José Sousa ◽  
Ana Brochado
Keyword(s):  
Literature Review ◽  
Business Intelligence ◽  
Hotel Industry ◽  
Hospitality Management ◽  
Business Analytics ◽  
Main Research ◽  
The Past ◽  
Hospitality Sector ◽  
Research Questions ◽  
Made In

With the growth of data generated by all systems involved in a hotel, terms like big data and business analytics (BA) gain strength within the hotel industry. Business analytics can be used in hospitality management to increase business knowledge and to improve the decision-making process. This study's main questions are: RQ1 – Which are the main research attributes studied in the past two decades related to analytics in the hospitality sector? RQ2 – What are the main differences between business intelligence and business analytics? RQ3 – What are the main trends in business analytics? RQ4 – Which are the main business intelligence perceptions and beliefs? To answer these research questions, this article provides a literature review to systematize the research made in business analytics information systems in the hospitality industry. The results can help identify different research attributes and the most relevant theories developed in the past two decades related to business analytics tools.

scholarly journals Are We There Yet? - A Systematic Literature Review on Chatbots in Education

2021 ◽  
Vol 4 ◽  
Author(s):  
Sebastian Wollny ◽  
Jan Schneider ◽  
Daniele Di Mitri ◽  
Joshua Weidlich ◽  
Marc Rittberger ◽  
...  
Keyword(s):  
Literature Review ◽  
Systematic Literature Review ◽  
Preliminary Analysis ◽  
State Of The Art ◽  
Future Research ◽  
Digital Learning ◽  
Main Research ◽  
Information Tools ◽  
Current State ◽  
Research Questions

Chatbots are a promising technology with the potential to enhance workplaces and everyday life. In terms of scalability and accessibility, they also offer unique possibilities as communication and information tools for digital learning. In this paper, we present a systematic literature review investigating the areas of education where chatbots have already been applied, explore the pedagogical roles of chatbots, the use of chatbots for mentoring purposes, and their potential to personalize education. We conducted a preliminary analysis of 2,678 publications to perform this literature review, which allowed us to identify 74 relevant publications for chatbots’ application in education. Through this, we address five research questions that, together, allow us to explore the current state-of-the-art of this educational technology. We conclude our systematic review by pointing to three main research challenges: 1) Aligning chatbot evaluations with implementation objectives, 2) Exploring the potential of chatbots for mentoring students, and 3) Exploring and leveraging adaptation capabilities of chatbots. For all three challenges, we discuss opportunities for future research.

MARKETING PERFORMANCE DEVELOPMENT: APPLICATION OF THE CONCEPT OF DIGITAL MARKETING AND MARKET ORIENTATION STRATEGY IN THE MSME SECTOR

2021 ◽  
Vol 1 (2) ◽  
pp. 181-190
Author(s):  
Ikramuddin Ikramuddin ◽  
Faisal Matriadi ◽  
Em. Yusuf Iis ◽  
Mariyudi Mariyudi
Keyword(s):  
Entrepreneurial Orientation ◽  
Customer Orientation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
P Value ◽  
Marketing Performance ◽  
Marketing Orientation ◽  
External Pressures ◽  
On Line ◽  
Performance Development

Changes in consumer behavior require companies to rethink their marketing strategies, especially in the digital marketing era. The Covid-19 pandemic has suppressed the marketing performance of MSMEs in a negative direction, so MSMEs need to improve their marketing strategies towards the concept of digital marketing. This study aims to analyze the role of the digital marketing platform, marketing orientation and entrepreneur orientation on the marketing performance of MSMEs during the Covid-19 pandemic in North Aceh Regency. This research is survey research with a sampling approach, the number of samples used in this study is 131 MSME actors in North Aceh Regency which are determined by purposive sampling. The data were analyzed using the Structural Equational Modeling (SEM) software Amos. Based on a survey of marketing managers and MSME managers, this study shows that MSMEs face various internal and external pressures to adopt digital marketing platforms as a medium to improve their marketing. This can be seen from the low perception of respondents on the influence of the entrepreneurial orientation variable on marketing performance. However, in this case, MSME Marketing Performance is influenced by digital marketing and marketing orientation, each coefficient value for digital marketing is 0.215 and CR 3.387 (P-Value 0.000 < 0.05) and marketing orientation is 0.621 and CR 8.466 (P-Value 0.000 < 0.05). ). The involvement of digital marketing and marketing orientation in MSMEs is expected to increase the company's performance and income. To increase digital marketing engagement, MSME actors who focus on relationship-based interactions with their customers through various digital marketing platforms and on-line buying and selling sites are still expected. This research shows how some companies outside of MSMEs have achieved this. This study makes an important contribution in improving the marketing performance of MSMEs through the relationship of digital marketing platforms, customer orientation and entrepreneurial orientation.

The Digital Tourism Business

2020 ◽  
pp. 1-22
Author(s):  
Jose Ramon Saura ◽  
Ana Reyes-Menendez ◽  
Pedro R. Palos-Sanchez
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Business Models ◽  
Word Of Mouth ◽  
New Technologies ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
The Internet ◽  
Social Media Networks ◽  
Published Research

In recent years, the development of new technologies and, in particular, the internet has encouraged industries such as the tourism to adapt their business models to the new forms of marketing in the 21st century. Therefore, the objective of this research is to carry out a systematic literature review (SLR) on the main published research studies in the field of digital tourism business (DTB) with the aim of defining what are the essential digital marketing strategies and their trends for the years coming. The results of the research identify techniques such as SEO, SEM, ASO, Sentiment analysis, textual analysis, based-location social media networks, remarketing and programmatic advertising, social ads influencers marketing, and eWOM (internet word of mouth) as the main digital marketing techniques for digital tourism business. Likewise, the main trends for the tourism digital sector have been identified. The results of this research study can be used by practitioners to improve their digital marketing strategies within the digital tourism ecosystem.

Why and How Commercial Marketing Should Promote Sufficient Consumption: A Systematic Literature Review

2019 ◽  
Vol 39 (3) ◽  
pp. 252-269 ◽  
Author(s):  
Maike Gossen ◽  
Florence Ziesemer ◽  
Ulf Schrader
Keyword(s):  
Sustainable Development ◽  
Literature Review ◽  
Systematic Literature Review ◽  
Marketing Strategies ◽  
Scientific Publications ◽  
Absolute Reduction ◽  
Research Questions ◽  
The Absolute ◽  
Theoretical Considerations

Although marketing strategies are often accused of stimulating overconsumption, businesses increasingly show potential as enablers of sufficiency. The concept of sufficiency contributes to sustainable development through the absolute reduction of resources and energy used for consumption by questioning the level of demand. This study analyzes reasons and potential practices for commercial marketing to promote sufficiency through a systematic literature review of scientific publications, guided by the following research questions: Why should commercial marketing promote sufficiency? How can commercial marketing promote sufficiency? Which barriers for promoting sufficiency occur? The content-based study of 17 publications in the final review sample delivers recommendations for how to practically implement marketing for sufficiency, and theoretical considerations for strengthening the discourse within macromarketing and beyond.

A systematic literature review on integrated reporting from 2011 to 2020

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sushila Soriya ◽  
Parthvi Rastogi
Keyword(s):  
Literature Review ◽  
Empirical Research ◽  
Systematic Literature Review ◽  
Time Distribution ◽  
Design Methodology ◽  
Asian Countries ◽  
Integrated Reporting ◽  
Content Type ◽  
Research Questions ◽  
Practical Implications

Purpose This study aims to furnish the systematic literature review on integrated reporting (IR) and answer three research questions: How has the IR concept been developed recently across the different countries? How can the literature of IR be allocated among different focus areas/themes? What are the future opportunities available for IR? Design/methodology/approach The methodology involves selection, classification and categorization of 110 articles on IR into their focus areas, journals, time distribution, continent-wise distribution, research methodologies and keywords analysis. Findings The findings of the study suggest that there is a need of the following: increasing the case studies and empirical research in developing assurance models, analysis of the perception of shareholders in Asian countries, harmonization of financial and non-financial standards, research on the IR of non-listed companies. Practical implications It provides insights to practitioners regarding the challenges faced by the economies and internal organization. It might help researchers and academics to focus on developments of IR in different countries. It might also help regulators to develop some policies, models and frameworks for its future implementation. Originality/value It furnishes the outline of 110 articles published in eminent journals from the year 2011 to beginning of 2020.

scholarly journals Plural policing: a State-of-the-Art Review

2016 ◽  
Vol 39 (1) ◽  
pp. 2-18 ◽  
Author(s):  
Dominique Boels ◽  
Antoinette Verhage
Keyword(s):  
Systematic Review ◽  
Empirical Research ◽  
Design Methodology ◽  
Focal Point ◽  
Content Type ◽  
Research Results ◽  
Main Research ◽  
Research Questions ◽  
Insight Into ◽  
Focal Issue

Purpose – The purpose of this paper is to report on the systematic review on the topic of plural policing. The authors aim to discuss the general characteristics of empirical research into plural policing and describe the way in which police literature deals with the questions related to plural policing. Design/methodology/approach – A systematic review, including qualitative research, focused on empirical research results. Findings – First of all, plural policing has been subject of study in a diversity of contexts, using multiple methods and treating very diverse research questions. Although the dangers of blurring boundaries between policing actors is a focal issue in contemplative papers, empirical research on plural policing does not focus on this issue but mentions it in the margins of the research results. Research limitations/implications – Limitations are that the authors had to set a timeframe for the systematic review and that not all research was accessible. Furthermore, the authors had to limit the studies that could be included in this systematic review. Social implications – One of the main research questions relates to the dangers of blurring boundaries between multiple policing actors. This has important implications for citizens in their relations and contacts with police actors (in terms of transparency, equality of rights and so on). Originality/value – The paper gives a first insight into a domain that is written on extensively, but less empirically studied and sheds light on the studies that have taken the topic of plural policing as the focal point.

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