scholarly journals THE ROLE OF DIGITAL MARKETING AND BUSINESS CAPITAL IN INCREASING INCOME OF MSMES IN DENPASAR CITY IN THE CONDITIONS OF COVID-19

2021 ◽  
Vol 120 (12) ◽  
pp. 49-52
Author(s):  
I G.S. Pratama ◽  
I.A.A. Idawati
Keyword(s):  
Digital Marketing

The changing role of marketing: Digital transformation of marketing

2020 ◽  
pp. 77-94
Author(s):  
Storbacka Robert ◽  
Kaj Anold
Keyword(s):  
Business Models ◽  
Academic Research ◽  
Marketing Research ◽  
Digital Transformation ◽  
Digital Marketing ◽  
Technology Firms ◽  
Back Office ◽  
Changing Role ◽  
Channel Environment

Digitalization affects every aspect of a firm’s business model–from front-end to back-office, from how firms create value for their customers to how they capture value– and doing so can reshape every facet of the firm. By adapting their business models to the possibilities of technology, firms are facing an accelerating transformation of their activities, offering new opportunities for “out-of-the-box” development of new processes and tools, which effectively challenge deeply engrained functional silo- based thinking. Despite the ubiquity of digital transformation, much academic research still seems to take a functional view (Verhoef et al. 2019), where information systems look into the development and adoption of specific technologies (Nambisan et al. 2017) or analytics schemes (Davenport and Ronanki 2018), strategic management research focuses on understanding the role of new digitalized business models (Foss and Saebi, 2017), and marketing research focuses on what is generally called “digital marketing” or the development of an omni-channel environment (Verhoef et al. 2015; Lamberton and Stephen 2016; Kannan and Li 2017).

Of Digital Images and Digital Media

2018 ◽  
Vol 21 (3) ◽  
pp. 74-102
Author(s):  
Nicole Karapanagiotis
Keyword(s):  
United States ◽  
New Jersey ◽  
Digital Media ◽  
Digital Images ◽  
The United States ◽  
Digital Marketing ◽  
The Public ◽  
Media Imagery

This article is a theoretical and ethnographic investigation of the role of marketing and branding within the contemporary ISKCON movement in the United States. In it, I examine the digital marketing enterprises of two prominent ISKCON temples: ISKCON of New Jersey and ISKCON of D.C. I argue that by attending to the vastly different ways in which these temples present and portray ISKCON online—including the markedly different media imagery by which they aim to draw the attention of the public—we can learn about an ideological divide concerning marketing within American ISKCON. This divide, I argue, highlights different ideas regarding how potential newcomers become attracted to ISKCON. It also illuminates an unexplored facet of the heterogeneity of American ISKCON, principally in terms of the movement’s public face.

The Role of Big Data in Digital Marketing

2021 ◽  
pp. 16-33
Author(s):  
Neslihan Cavlak ◽  
Ruziye Cop
Keyword(s):  
Big Data ◽  
Literature Review ◽  
Big Data Analytics ◽  
Digital Marketing ◽  
Business Success ◽  
Sustainable Business ◽  
Marketing Environment ◽  
Digital Environments ◽  
Digital Channels

Consumers perform their activities through digital channels more often as a result of technological advancements where those advancements also allow marketers to reach excessive information about consumers, store them, and use them whenever and however they consider necessary. These big data provide businesses to understand the unmet demands and expectations of consumers and achieve a sustainable business success. Despite the importance of big data analytics for marketing of businesses, research on this issue is scarce. In order to contribute the literature, the purpose of this chapter is to reveal the importance of big data in the digital marketing environment. In line with this purpose, a comprehensive literature review including the definition, components, sources of big data, and the role of big data in digital environments and the examples of businesses using big data is undertaken.

scholarly journals DIGITAL MARKETING IN PROMOTING EVENTS AND FESTIVITIES. A CASE OF SANUR VILLAGE FESTIVAL

2017 ◽  
Vol 2 (1) ◽  
pp. 159
Author(s):  
I Gusti Ayu Oka Suryawardani ◽  
Agung Suryawan Wiranatha
Keyword(s):  
Correlation Coefficient ◽  
Behavioural Intention ◽  
Digital Marketing ◽  
Target Market ◽  
Specific Target ◽  
Printed Media ◽  
Internet Users ◽  
Promotional Strategy ◽  
The World

Digital marketing intends to influence consumers’ desire, cognition, feelings, belief, attitude and image concerning products and brands which has the ultimate goal to influence consumers’ purchase behaviour.  Digital marketing has been widely used to promote tourism around the world, including Sanur Village Festival in Bali.  Sanur Village Festival is one of the famous events in Bali which has been held annually since year 2005 in order to recover image and reputation of Bali as a peaceful destination after terrorism attacks.  Research was designed to examine the role of digital marketing in visitors’ behavioural intention in visiting Sanur Village Festival 2015.  Research was undertaken in the area of Sanur Village Festival (SVF) on 26 - 30 August 2015.  The number of respondents was 207 visitors. Data was analysed by using SmartPLS program.The results show that among four indicators, only indicator of event advertisement significantly influences visitors’ intention in visiting SVF with Alpha Cronbach coefficient is 0.59 (≥ 0.6) and  correlation coefficient is 0.369 (≥ 0.3).  Meanwhile, three other indicators, namely source of event’s information, accompany to visit, and event’s arrangement is not significant to influence visitors’ intention to visit SVF.  Among types of advertisement, the results show that the highest percentage of advertisement’s type which affected the visitors’ intention to visit SVF is the use of digital advertisement, namely television (41.2%), internet (32.7%), and broadcast (13.4%).  However, non-digital advertisement has less influence, namely printed media (4.8%), banner (4.5%) and brochure (3.4%).  Understanding development of preferred weblogs and portals by internet users is very important to be able to get more success in gaining specific target market, as people are getting more internets oriented.  The results indicate that successful promotional strategy in the information and technological era should be focused on digital marketing with a clear focus on efficiency, sustainability and experiences enrichment.  However, it cannot be denied that other factors such as attitudes toward behaviour and perceived behaviour control are also defining factors in influencing consumers’ purchase behaviour which is also need to be focused on.

scholarly journals Social Media as a Tool for Digital Marketing

2021 ◽  
Vol 9 (VI) ◽  
pp. 4717-4724
Author(s):  
Rutuparna Sakalkale
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Global Media ◽  
Social Contacts ◽  
The World ◽  
The Impact ◽  
The Way

Social media is always playing important the role of bringing the world online and establishing social contacts new platform social media marketing. Marketing changes the way companies or individuals communicate. This study looks at the impact of global media marketing and comparisons in the results in INDIA.

scholarly journals Dynamic Capabilities and Digital Marketing in Small and Medium-Sized Enterprises (SMEs) in Indonesia: a Systematic Analysis of Literature and Conceptual Model

2019 ◽  
Vol 8 (3S2) ◽  
pp. 531-534
Keyword(s):  
Firm Performance ◽  
Conceptual Model ◽  
Dynamic Capabilities ◽  
Positive Relationship ◽  
Digital Marketing ◽  
Empirical Validation ◽  
Marketing Capabilities ◽  
Systematic Analysis ◽  
National Economic

Small and Medium sized enterprises (SMEs) have proven to be the backbone of Indonesia’s economy. It gives contribution to 99.9% of national economic, absor 97% employee and contributes 60.34% to Indonesia GDP. Indonesia is known to be one of the most social media users. There is lack of studies to understand the role of dynamic capabilities and digital marketing on influencing the performance of SME’s in Indonesia. This study aims to develop a conceptual model linking dynamic capabilities, digital marketing capabilities and SME performance. Systematic literature review (SLR) method is used in this study. After getting result of SLR, than the authors develope the concept. More than 2000 publication published from 2011 to 2018 were screened with dynamic capabilities, digital marketing and SMEs’ performance as keywords. Finally, 20 journals were included for this review. Based on the review there were three possible relationships in the conceptual model which are (1) there is a positive relationship between dynamic capabilities and firm performance; (2) there is a positive relationship between dynamic capabilities and digital marketing capabilities and (3) there is a positive relationship between digital marketing capabilities and firm performance. It concludes with the need for further study to find empirical validation of the three relationships. Contribution of this study is giving the conceptual framework that both dynamic capabilities and digital marketing capabilities might have important roles to SMEs’ performance in Indonesia.

scholarly journals Peran Digital Marketing dan Harga Kompetitif Terhadap Keputusan Berlangganan Indihome

2018 ◽  
Vol 1 (1) ◽  
pp. 15
Author(s):  
Afan Nurcahyo
Keyword(s):  
Sampling Method ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Digital Marketing ◽  
Test Results ◽  
Interval Scale ◽  
Simultaneous Test ◽  
Competitive Price ◽  
Analysis Technique

This study aim to determine the role of digital marketing and competitive price to buying decision IndiHome Fiber PT Telekomunikasi Indonesia, Tbk. Datel Wonogiri.Research data was obtained by spreading questionnaires using interval scale by using sample of 100 respondents. This research uses sampling with aksidental sampling method and using multiple linear regression analysis technique. Partial test results indicate that the digital marketing has a significant effect on buying decision, competitive price has a significant effect on buying decision. For simultaneous test, the result shows that variable of digital marketing and competitive price together have significant effect to buying decision. Keywords: digital marketing, competitive price and buying decision

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