Marketing Management in Digital Marketing and Consumer Behaviour Context

2019 ◽  
pp. 336-351
Author(s):  
Fatih Pinarbasi
Keyword(s):  
Consumer Behavior ◽  
Literature Review ◽  
Current Literature ◽  
The Other ◽  
Marketing Management ◽  
Digital Marketing ◽  
Marketing Environment ◽  
Holistic Perspective ◽  
Brand Relationship ◽  
Descriptive Information

Managerial thinking in marketing management requires holistic perspective for understanding and interpreting issues and trends in marketing environment. Technology plays a key role in business related issues and the effects of it can be seen in digital marketing concept. On the other hand, consumer behavior is always popular because of the nature of concept. In today's world consumer-brand relationship can be consumer-driven or brand-driven. So, this combination creates a dual structure which can help for a holistic perspective. The aim of this chapter is examining marketing management in two perspectives: digital marketing and consumer behavior. Literature review is used in this study to examine current literature in three different contexts. These contexts refer to specific areas in marketing management and they address two perspectives used in this study. All contexts have descriptive information and selected studies. This study highlights main topics in the contexts and provides a holistic perspective for marketing management.

Young consumer-brand relationship building potential using digital marketing

2016 ◽  
Vol 50 (11) ◽  
pp. 1993-2017 ◽  
Author(s):  
Nicolla Confos ◽  
Teresa Davis
Keyword(s):  
Digital Media ◽  
Relationship Building ◽  
Digital Marketing ◽  
Content Type ◽  
Marketing Environment ◽  
Online Branding ◽  
Brand Relationship ◽  
Branding Strategies ◽  
Young Consumers ◽  
Mobile Phone Applications

Purpose This paper aims to examine branding strategies directed at child consumers, used by six high fat, sugar and salt food brands across three different digital marketing platforms. It identifies brand relationship building potential in this digital context. Design/methodology/approach This study analyses the contents of branded mobile phone applications, branded websites (including advergames) and branded Facebook sites to understand the nature of young consumer–brand relationship strategies that marketers are developing in this digital media marketing environment. Findings The use of sophisticated integrated branding strategies in immersive online media creates the potential for marketers to build relationships between young consumers and brands at an interactive, direct and social level not seen in traditional media. Categories of relationships and brand tactics are identified as outcomes of this analysis and linked to brand relationship building potential. Research limitations/implications The results suggest that branded communication strategies that food companies use in the online environment are creating conditions that appeal to young consumers, fostering new ways to build brand relationships. As this is a dynamic medium in a fluid state of change, this exploratory study identifies and categorises the marketing strategy, but not the young consumers’ response to such branding strategies (a limitation). Originality/value This study details the potential for child–brand relationship building in the context of online branding environments. It identifies the potential for longer-term effects of embedded advertising directly to young consumers, within and across three digital media platforms.

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 The SoLoMo customer journey: a review and research agenda

2017 ◽  
Vol 13 (4) ◽  
pp. 47-54
Author(s):  
Stavros Papakonstantinidis
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Literature Review ◽  
Research Agenda ◽  
New Technologies ◽  
Customer Journey ◽  
Marketing Environment ◽  
The Future ◽  
The One ◽  
The Impact

The purpose of this paper is to develop a better understanding of the impact of (So) social media, (Lo) local marketing, and (Mo) mobile applications (SoLoMo) on consumer behavior. The paper is based on a literature review of peer-reviewed articles, published books, trade publications, and doctorate dissertations. This paper examines the SoLoMo consumer, which is a concept that has not been widely discussed in the literature of digital marketing. A thorough literature review of the digital customer journey indicates an oxymoron. On the one hand, there is a vast range of studies in the literature to explore the impact of social media and mobile devices on marketing and consumer behavior. On the other hand, little has been said about the integration of social media, mobile application, and local marketing and how it shapes the profile of the SoLoMo consumer. This paper suggests three areas for further research: (1) the examination of the SoLoMo consumer behavior; (2) the exploration of the digital customer journey; and (3) the investigation of selected new technologies that can shape the future of marketing. The study contributes to the understanding of digital consumer behavior in a multichannel marketing environment. It also proposes a research agenda to explore the future of online consumer behavior in the digital multi-touchpoint market landscape.

scholarly journals Business Strategies and Digital Marketing Management in Desa Prima Sleman SMEs

2021 ◽  
Vol 1 (3) ◽  
pp. 285-291
Author(s):  
Yuni Istanto ◽  
Dyah Sugandini ◽  
Gunawan Nusanto ◽  
Windy Anindya Pamuji ◽  
Trestina Ekawati
Keyword(s):  
Product Quality ◽  
Digital Technology ◽  
Marketing Strategies ◽  
The Other ◽  
Marketing Management ◽  
Digital Marketing ◽  
Business Strategies ◽  
Research Approach ◽  
Marketing Performance ◽  
Depth Interview

This review expects to give knowledge to SMEs in Sleman regarding how organizations seeking different techniques approach this advanced promoting issue. A definitive objective is to help SMEs in Sleman in the productive and viable execution of the system embraced by their organizations. The technology provided to SMEs planned in this research is a digital technology for product marketing and improving product quality and production. The population in this study were all SME's in Sleman. The census did sampling. The research approach is made by survey, observation, FGD, and in-depth interview. The overall hypothesis in this study is positively and significantly supported. The research that has been done shows that SMEs in Sleman have a marketing performance that is influenced by the types of digital marketing strategies and strategies. On the other hand, the performance of SMEs is influenced by marketing performance.

High Heels sebagai Agensi bagi Tubuh Wanita

2020 ◽  
Vol 5 (2) ◽  
pp. 196
Author(s):  
Sunandar Macpal ◽  
Fathianabilla Azhar
Keyword(s):  
Body Image ◽  
Literature Review ◽  
The Body ◽  
The Other ◽  
Body Image Disturbance ◽  
Other Hand ◽  
High Heels ◽  
Experience Pain ◽  
Woman's Body

The aims of this paper is to explain the use of high heels as an agency for a woman's body. Agency context refers to pain in the body but pain is perceived as something positive. In this paper, the method used is a literature review by reviewing writings related to the use of high heels. The findings in this paper that women experience body image disturbance or anxiety because they feel themselves are not beautiful or not attractive. The use of high heels, makes women more attractive and more confident, on the other hand the use of high heels actually makes women feel pain and discomfort. However, for the achievement of beauty standards, women voluntarily allow their bodies to experience pain. However, the agency's willingness to beauty standards here is meaningless without filtering and directly accepted. Instead women keep negotiating with themselves so as to make a decision why use high heels.

The Principles of Zakat and Tax Upon the Time of Rasulullah SAW.

2017 ◽  
Vol 1 (1) ◽  
pp. 90
Author(s):  
Dian Septiandani ◽  
Abd. Shomad
Keyword(s):  
Literature Review ◽  
Economic Thought ◽  
The State ◽  
The Other ◽  
Primary Data ◽  
Other Hand ◽  
Islamic Economic ◽  
General Expense

Zakat is one of principal worship requiring every individual (<em>mukallaf</em>) with considerable property to spend some of the wealth for zakat under several conditions applied within. On the other hand, tax is an obligation assigned to taxpayers and should be deposited into the state based on policies applied, with no direct return as reward, for financing the national general expense. In their development, both zakat and tax had quite attention from Islamic economic thought. Nevertheless, we, at first, wanted to identify the principles of zakat and tax at the time of Rasulullah SAW. Therefore, this study referred to normative research. The primary data was collected through library/document research and the secondary one was collected through literature review by inventorying and collecting textbooks and other documents related to the studied issue.

Strategies to overcome barriers and to effectively achieve sustainable urban stormwater management: A review

2020 ◽  
Author(s):  
Anaí Floriano Vasconcelos ◽  
Ademir Paceli Barbassa
Keyword(s):  
Literature Review ◽  
Stormwater Management ◽  
Urban Sustainability ◽  
The Other ◽  
Urban Stormwater ◽  
Urban Stormwater Management ◽  
Solution Strategies ◽  
Other Hand ◽  
Common Barriers

Sustainable urban stormwater management (SUSM) is essential to urban sustainability. However, barriers to adopting it are observed even in places where SUSM is more widespread. Recent studies have evaluated strategies for overcoming some types of barriers. However, any study has systematically analyzed the strategies available for overcoming the most common barriers, contributing to widely adopting SUSM. Thus, this article aimed to provide a literature review on these strategies. Sixty-six documents were evaluated, resulting in eight solution strategies, detailed by 81 implementation measures, which were critically analyzed. The interrelationships among the solution strategies and their applicability to overcome the SUSM-related barriers were evaluated. This analysis showed that the solution strategies are interdependent, so it would be inefficient to adopt the strategies in isolation. On the other hand, adopting a strategy can help overcome several barriers, also enhancing other strategies, and consequently contributing to the global scenario of effective SUSM adoption. The availability of this systematized information helps break through common barriers and optimizing efforts to adopt SUSM where it is incipient.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

Current literature review on methods for measuring the stability of osseointegrable implants.

2020 ◽  
Vol 2 (4) ◽  
pp. 64-78
Author(s):  
Noha El-Wassefy ◽  
Lars Sennerby ◽  
Dhoom SIngh Mehta ◽  
Thiago De Santana Santos
Keyword(s):  
Literature Review ◽  
Current Literature ◽  
Implant Survival ◽  
Implant Stability ◽  
Implant Placement ◽  
Factors Influencing ◽  
Case Documentation ◽  
Bone To Implant Contact ◽  
The Stability

“Osseointegration” as formulated by Alberktson is crucial for implant survival and success. Osseointegration is a measure of implant stability. Measuring implant stability helps to arrive at decisions as to loading of an implant, allows choice of protocol on a patient to patient basis and provides better case documentation. A successful implant reflects good bone to implant contact and is determined by implant stability both primary and secondary. Implant stability is achieved at two different stages – primary (immediately after implant placement) and secondary (3-4 months after implant placement). Implant stability has been confirmed to affect the process of osseointegration and therefore is essential to understand the methods to measure implant stability and factors influencing. Various methods are developed to assess implant stability which suggests the prognosis of an implant.

scholarly journals Russell Body Typhlitis: A Case Report and Literature Review

2021 ◽  
pp. 106689692110082
Author(s):  
Sarah Al-Rawaf ◽  
Salem Alowami ◽  
Robert Riddell ◽  
Asghar Naqvi
Keyword(s):  
Case Report ◽  
Literature Review ◽  
Light Chain ◽  
Plasma Cells ◽  
Gastrointestinal Disease ◽  
English Literature ◽  
The Other ◽  
Tubulovillous Adenoma ◽  
Inflammatory Polyp ◽  
Intracytoplasmic Inclusions

Russell bodies are accumulation of immunoglobulin in plasma cells forming intracytoplasmic inclusions. Russell body colitis is rare with only 3 cases described in the English literature up to date. We report a 78-year-old male with cirrhosis showing prominent cecal infiltration of Russell body containing plasma cells. Plasma cells showed no nuclear atypia or mitoses, and no evidence of light chain restriction. In this article, we report a fourth case of Russell body colitis, that is unique in being localized to the cecum in contrast to the other 3, 1 of which was in an inflammatory polyp in the sigmoid colon, 1 in a rectal tubulovillous adenoma and 1 as part of diffuse gastrointestinal disease. This is therefore the first report of localized Russell body typhlitis, occurring in a cirrhotic patient in whom an adjacent erosion was likely nonsteroidal anti-inflammatory drug-associated, a combination that may have facilitated the formation of Russell bodies.

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