scholarly journals MARKETING IN A DIGITAL TRANSFORMATION

2021 ◽  
Vol 4 (27) ◽  
pp. 61-64
Author(s):  
O.V. Zavyalova ◽  

61 УДК 338.24.01 O.V. Zavyalova MARKETING IN A DIGITAL TRANSFOR-MATION The article analyses the relationship be-tween the concepts of digitalization of the economy and digital transformation of the economy. The relationship and interdepend-ence of these definitions has been investi-gated. Analysis of the features of the digital transformation of the economy was carried out, its main advantages were highlighted. The place of marketing in the digital trans-formation of the economy has been investi-gated. Analysis of the main factors of the marketing environment in the conditions of digital transformation was carried out, factors of formation of fundamentally new environ-ment were highlighted. Changes in the con-cepts of marketing used in the modern economy have been investigated. New con-cepts of marketing in conditions of digital transformation of economy are proposed. Engagement marketing, personalized mar-keting, retrospective marketing. The ratio of new marketing concepts as a reaction to changes in the external environment and the economy as a whole was carried out.

2019 ◽  
pp. 142-150
Author(s):  
Alexandеr V. Buzgalin

In the article prepared in connection with the discussion on the use of the Marxist political economy heritage and the revival of a special seminar on Marx’s “Capital”, the author shows the dialectic of the relationship between the content and the transformed forms of the modern capitalist system; the potential of “Capital” to understand the content of the modern economy, and the potential of economics to understand its forms. On this basis, the author shows which questions of our time are answered by Marxist methodology and theory, and which are not, and concludes that Marxist political economy has significant methodological potential to become an important component of the scientific and educational process in current conditions.


2021 ◽  
Vol 13 (12) ◽  
pp. 6735
Author(s):  
Ganesh Dash ◽  
Debarun Chakraborty

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.


2020 ◽  
Vol 17 (06) ◽  
pp. 2050040
Author(s):  
Alejandro Coronado-Medina ◽  
Jose Arias-Pérez ◽  
Geovanny Perdomo-Charry

This paper analyzes the mediating effect of absorptive capacity (AC) on the relationship between digital transformation from e-business capabilities (EBC) perspective and product innovation (PI). Structural equation modeling (SEM) was carried out with the survey data from a sample of firms that belong mainly to highly digitalized sectors. The results indicate the existence of a full mediation, which means knowledge derived from the digital operation of the business can only result in PI if AC plays an intermediation role. Hence, this finding calls into question the idea that digitalization alone and automatically acts as a PI driver.


2010 ◽  
Vol 102-104 ◽  
pp. 846-850
Author(s):  
Wen Yu Pu ◽  
Yan Nian Rui ◽  
Lian Sheng Zhao ◽  
Chun Yan Zhang

Appropriate selecting of process parameters influences the machining quality greatly. For honing, the main factors are product precision, material components and productivity. In view of this situation, a intelligence selection model for honing parameter based on genetics and artificial neural networks was built by using excellent robustness, fault-tolerance of artificial neural networks optimization process and excellent self-optimum of genetic algorithm. It can simulate the decision making progress of experienced operators, abstract the relationship from process data and machining incidence, realize the purpose of intelligence selection honing parameter through copying, exchanging, aberrance, replacement strategy and neural networks training. Besides, experiment was performed and the results helped optimize the theories model. Both the theory and experiment show the updated level and feasibility of this system.


2020 ◽  
Vol 18 (3) ◽  
pp. 138
Author(s):  
Elly Alfrida ◽  
Petrus T. Resi ◽  
Sabam Simbolon

This research is aimed at understanding the relationship of leadership style and compensation on employee performance at PT SSBP considering that the two independent variables are the main factors that determines the success of a company as general as well as PT SSBP. The research obtained data from 144 respondents out of 210 total employees. A questionnaire was prepared to catch their perception on leadership style and compensation and how they affect their performance in the company they work with. From the data obtained and the analysis result shows that the relationship and the contribution of leadership style and compensation on the performance of employees is strong and significant, either partially or simultaneously. Therefore as managerial instruments, leadership style and compensation are extremely important factors to be considered and continuously updated in order to keep and maintain employees motivation that in turn will boost their performance,


2022 ◽  
Vol 14 (4) ◽  
pp. 962-984
Author(s):  
L. F. Fakhrutdinova ◽  
S. T. M. Shauamri

This paper presents the results of analyzing the psychological patterns of the development of ethnic identity and interethnic relations in the multinational Levant Region, where interethnic confrontation between Palestinians and Israelis has been noted in recent years. The main aim of the research is to reveal the relationship between the characteristics of Ethnic Identity and the Experience (“perezhivanie”) of Interethnic Relations of Palestinian Muslims in the multicultural Levant Region. In the process of investigating into ethnic self-awareness the authors used the Leary Test, the Semantic Diff erential of “Perezhivanie” ‘Experiencing’ Questionnaire by L.R. Fakhrutdinova aimed at studying the psychosemantic characteristics of the “perezhivanie” ‘experiencing’. The research has displayed that Ethnic Identity is a self-developing phenomenon, basically infl uenced by both the infrastructural relations and positions of ethnic self-awareness, and the processes associated with the relations of ethnic self-awareness with the external environment, with other ethnic groups. The most active points of development have been identifi ed. So, in intrastructural relations, they are active as ratios of I-real and I-mirror with a stronger position of I-ideal, since practically all dimensions of I-real and I-ideal (dominance, egoism, suspicion, etc.) have shown signifi cant diff erences that testify to the points and directions of development of ethnic self-awareness; positions in the relationship between the real self and the mirror self also exerted an active infl uence. The points of confl ict of the structures of ethnic self-consciousness were found, where, when the points of development coincided, the direction of development was diff erent. Thus, suspicion, obedience, dependence, friendliness, integrative indicators of dominance and friendliness have shown themselves to be confl ict points refl ecting confl ict zones between the infl uence of an external ethnic group (mirror self) and self-development processes manifested through the ideal self. In the situation of relations with the external environment, the most active was shown by the self-mirror, which infl uences the development of the subjectivity of the ethnic group through the components of the experience of the Palestinian-Israeli crisis. The infl uence of the real self on the characteristics of the “perezhivanie” ‘experiencing’ of the PalestinianIsraeli crisis was also manifested, and therefore, through the components of the “perezhivanie” ‘experiencing’ of this impression on the development of the self-awareness of the ethnic group.


Author(s):  
Alexey Salikov

The question of how the digital transformation of the public sphere affects political processes has been of interest to researchers since the spread of the Internet in the early 1990s. However, today there is no clear or unambiguous answer to this question; expert estimates differ radically, from extremely positive to extremely negative. This article attempts to take a comprehensive approach to this issue, conceptualizing the transformations taking place in the public sphere under the influence of Internet communication technologies, taking their political context into account, and identifying the relationship between these changes and possible transformations of political regimes. In order to achieve these goals, several tasks are tackled during this research. The first section examines the issue as to whether the concept of the public sphere can be used in a non-democratic context. It also delineates two main types of the public sphere, the “democratic public sphere” and the “authoritarian public sphere,” in order to take into account the features of public discourse in the context of various political regimes. The second section discusses the special aspects of the digital transformation of the public sphere in a democratic context. The third section considers the special aspects of the digital transformation of the public sphere in a non-democratic context. The concluding section summarizes the results of the study, states the existing gaps and difficulties, outlines the ways for their possible extension, and raises questions requiring attention from other researchers.


2015 ◽  
Vol 18 (2) ◽  
pp. 67-75
Author(s):  
Nhan Huu Huynh ◽  
Dung Anh To

The aim of this paper is to study the effects of service quality in Jetstar Pacific Airlines towards customer’s satisfaction under the perspective of Servqual and Gronroos service quality model and the relationship between functional quality, technical quality, internal and external environment influences mediated by Jetstar Pacific Airlines images and service quality using the main statistical methods such as factor analysis and multiple linear regression.


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