The Impact of Digital Marketing and Digital Transformation on Brand Promotion and Brand Positioning in Kosovo’s Enterprises

Digitalization is very important for every company in today’s fierce competition. The development of Information Technologies has helped companies change means of reaching their clients and changing their working practices. The paper tries to assess digital marketing (DM) and digital transformation (DT) techniques that impact enterprises in Kosovo in the process of their brand promotion and brand positioning using google analytics, social media, e-commerce, search engines, mobile apps, or other digital channels. DT is profoundly important to every company, yet the correlation between DT, brand promotion, and brand positioning for Kosovo’s enterprises has not been researched a lot. With the DT, many companies are redefining business procedures and marketing strategies. The research will collect data using a survey with 150 companies generated by the Kosovo Business Registration Agency. Partial Least Square is used to analyse the collected data. Structural Equation modelling is used to assess the relationship between exogenous and endogenous variables used in the research proposed model. A moderation effect is used to test whether COVID-19 or the company's size is linked to the usage of DM and DT. The results are expected to reveal that DM and the digitalization process of enterprises affect brand promotion and brand position. The findings also imply that social media are widely used relative to other marketing channels. Companies that use DM and invest more in technology have better chances to promote and position their brands. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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Social media influencer marketing: the moderating role of materialism

European Business Review ◽

10.1108/ebr-02-2021-0032 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Kian Yeik Koay ◽

Man Lai Cheung ◽

Patrick Chin-Hooi Soh ◽

Chai Wen Teoh

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Moderating Effect ◽

Partial Least Square ◽

Least Square ◽

Content Type ◽

Decision Making Processes ◽

The Impact

Purpose Social media influencers (SMIs) have become an important source of influence that affects consumer behaviours in their decision-making processes. As such, this justifies scholarly attention in understanding how SMIs transfer their meanings to endorsed brands and drive consumers’ positive behavioural intentions. With the intention to fill this knowledge gap, this paper aims to examine the impact of SMIs’ credibility, as manifested by trustworthiness, attractiveness and expertise, along with the moderating effects of materialism, on followers’ purchase intention. Design/methodology/approach Self-administrated online surveys were used to collect data from Instagram users. A total of 191 usable data were collected and analysed using partial least square structural equation modelling. Findings The results show that SMIs’ trustworthiness and expertise are significant predictors of followers’ purchase intention. Moreover, the moderating effect of materialism on the relationship between attractiveness and purchase intention is significant. Notably, the influence of attractiveness on purchase intention is greater when materialism is high. Originality/value This research contributes to the SMI literature by examining the influence of SMIs’ trustworthiness, attractiveness and expertise, along with the moderating effect of materialism, on followers’ purchase intention.

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Exploring the impact of Artificial Intelligence and Digital Marketing on Intention to Use Online Transportation: a Lesson Learned from Indonesian Millenials

10.21203/rs.3.rs-16204/v1 ◽

2020 ◽

Author(s):

Franycia Maria Pangkey ◽

Lalu M. Furkan ◽

Lalu Edy Herman ◽

Agusdin Agusdin

Keyword(s):

Artificial Intelligence ◽

Structural Equation ◽

Best Practice ◽

Partial Least Square ◽

Least Square ◽

Service Organizations ◽

Digital Marketing ◽

Equation Modeling ◽

Intelligence Development ◽

The Impact

Abstract This paper aims to investigate the influence of artificial intelligence and digital marketing on consumer buying intention. Artificial intelligence development has revolutionized digital marketing and changed consumer buying intention that boosts sales. Artificial intelligence and digital marketing combine the rapidly developing technologies so that everything is reachable in a simple touch that brings best practice to consumers. This paper uses quantitative approach that was stipulated from previous research on artificial intelligence, digital marketing and consumer buying intention. The analysis was carried out using structural equation modeling (SEM) based on partial least square (PLS), with 74 respondents. The novelty of this paper is that it examines the use in online transportation (Gojek) among the millenials. The results showed that artificial intelligence and digital marketing have positively effects on the buying intention. Practical contributions of this research is to inform service organizations and their management in their business development.

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STUDY ON THE IMPACT OF CSR AND SOCIAL MEDIA ENGAGEMENT ON TOURIST DESTINATION BRAND LOYALTY IN SUSTAINABLE DEVELOPMENT NATURE-BASED TOURISM

10.46754/gtc.2021.11.028 ◽

2021 ◽

Author(s):

Mona Fairuz Ramli ◽

◽

Muhammad Aizat Md Sin ◽

Ahmad Shabudin Arifin ◽

Abdul Ghafur Hanafi ◽

...

Keyword(s):

Social Media ◽

Sustainable Development ◽

Brand Loyalty ◽

Structural Equation ◽

Negative Impact ◽

Partial Least Square ◽

Least Square ◽

Social Media Engagement ◽

Destination Brand ◽

The Impact

This study aims to investigate the relationship between Corporate Social Responsibility (CSR) and social media engagement on destination brand loyalty. These concepts are not fully understood, especially in the context of sustainable development of nature-based tourism, which makes managing the negative impact on the environment more challenging. The study developed a parsimonious model to investigate the interrelationship between CSR and destination loyalty by incorporating social media engagement as a mediating variable to study the impact mechanism of tourists’ CSR activities on tourists’ destination brand loyalty in a nature-based tourism context. The data used was collected from 240 inbound and outbound tourists that visited a well-known marine park site in Malaysia. In addition, a Partial Least Square (PLS) based structural equation modelling (SEM) technique was utilized to analyse the data. The result showed that CSR and social media engagement had an influence over destination brand loyalty. These results suggest some practical implications for destination operators designing CSR activities as a strategic technique for ensuring sustainable success.

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Evaluating the Influence of Resident Agencies’ Participation in Flood Management via Social Media, in Nigeria

Pertanika Journal of Social Sciences and Humanities ◽

10.47836/pjssh.28.4.15 ◽

2020 ◽

Vol 28 (4) ◽

Author(s):

Aluko Folasade Abimbola ◽

Hanif Suhairi Abu Bakar ◽

Mohd Zukime Mat ◽

Olusegun Hameed Adebambo

Keyword(s):

Social Media ◽

Disaster Management ◽

Structural Equation ◽

Information Technologies ◽

Flood Disaster ◽

Partial Least Square ◽

Least Square ◽

Primary Data ◽

Equation Modeling ◽

And Training

Disaster management is conducted in multilevel and different stages. However, these different stages are tied together by the key infrastructural components of Information and Communication Technology (ICT) such as social media which is central to the effectual management of disaster through residents’ participation. Nevertheless, there has been limited access to information technologies that enhance quick recovery services, timely response, and effective dissemination of disaster-related information. Therefore, this study examined the influence of resident agencies’ participation in disaster management via the use of social media information planning and training possibilities (SMDPT) in Nigeria. The study used a survey questionnaire and stratified random sampling technique to collect 370 primary data from flood disaster management agencies in Ibadan, Nigeria. The collected data were analyzed using Partial Least Square - Structural Equation Modeling (PLS-SEM). The study found that social media information planning and training (SMDPT) had a positive influence on flood disaster preparedness (DPRE), disaster response (DRES), and disaster recovery (DREC). Therefore, the study concludes that social media has become an important tool for planning during an emergency situation. Hence, an important implication of this study to the environmental regulatory policymakers and emergency response agencies is to create more awareness on the usability and applicability of social media in providing credible information regarding disaster management.

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Application of Blockchain for Supply Chain Financing: Explaining the Drivers Using SEM

Journal of Open Innovation Technology Market and Complexity ◽

10.3390/joitmc7030167 ◽

2021 ◽

Vol 7 (3) ◽

pp. 167

Author(s):

Mohammad Rokibul Kabir ◽

Md. Aminul Islam ◽

Marniati ◽

Herawati

Keyword(s):

Supply Chain ◽

Technology Acceptance ◽

Structural Equation ◽

Research Work ◽

Partial Least Square ◽

Least Square ◽

Equation Modeling ◽

Innovation Research ◽

Supply Chain Financing ◽

The Impact

Owing to the lack of research in emerging Asian nations, this research aimed to unearth the determinants of blockchain acceptance for supply chain financing by a Bangladeshi financing company called IPDC. Centred on a technology acceptance framework called UTAUT (unified theory of acceptance and use of technology) and open innovation research, an expanded model with a mediating variable is developed for this study. This research work employs the deductive inference method in conjunction with the positivism paradigm. A structural questionnaire was used to gather data, which were then processed through Smart-PLS (partial least square) for SEM (structural equation modeling). The survey includes all the people who are directly or indirectly involved in the supply chain financing platform of IPDC. The study consists of seven direct hypotheses and one mediating hypothesis. The results show that all the direct hypotheses except the impact of social influence on the behavioural intention to use (BINTU) blockchain are significant. The mediating hypothesis indicating the role of BINTU in the relationship between facilitating conditions (FCON) and the actual use of blockchain is also supported. FCON and BINTU together explain 88.7% variation in blockchain use behaviour for supply chain financing. The research advances past findings by employing an expanded UTAUT framework and validating observations with the other relevant studies throughout the world.

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Analysis of Role of Digital Marketing to Improve Brand Image through Brand Equity at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan

International Journal of Research and Review ◽

10.52403/ijrr.20210892 ◽

2021 ◽

Vol 8 (8) ◽

pp. 696-703

Author(s):

Yandri Rezziansyah Sitompul ◽

Nisrul Irawati ◽

Rulianda Purnomo Wibowo

Keyword(s):

Brand Equity ◽

Structural Equation ◽

Brand Image ◽

Partial Least Square ◽

Least Square ◽

Digital Marketing ◽

Primary Data ◽

Original Sample ◽

The Public ◽

Good System

Digital marketing is a marketing process that utilizes online channels (internet) to introduce, educate, branding and also establish communication with customers and the form of online channels can be in the form of websites or applications on mobile phones. The formulation of the problem in this study are: (1) Does Digital Marketing affect the formation of Brand Image at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan; (2) Does Digital Marketing affect the establishment of Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (3) Does brand equity affect the formation of brand image in PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (4) Does Digital Marketing affect the formation of Brand Image through Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan. The type of research used in this study is a descriptive method with a correlational type using a quantitative approach, using two types of data collection, namely secondary data and primary data by taking a sample of 130 respondents, which is carried out by testing the validity and. reliability test, and using data analysis methods, namely descriptive analysis and Structural Equation Model - Partial Least Square. The results show that (1) Digital Marketing has a positive and significant effect on Brand Image, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand image can be understood and remembered by the public or customers who transact using pawn services; (2) Digital Marketing has a positive and significant effect on Brand Equity, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand equity can be accepted and easily remembered by the public or customers who transact using pawn services based on marketing and financial activities; (3) partially the Brand Equity variable has a positive and significant influence on Brand Image, in the sense that if customers are interested in the digital Pegadaian brand at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, the brand image of the product will also increase; (4) the digital marketing variable (X) has a simultaneous effect on brand image (Y) through brand equity (Z), where the original sample value (Original Sample) is 0.244, the t-statistic value is 4.955 and the p-values is 0.000, then the brand equity variable (Z) is able to mediate the relationship of digital marketing variable (X) to brand image (Y). Keywords: Digital Marketing, Brand Image, Brand Equity.

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PENGARUH SERVANT LEADERSHIP TERHADAP KOMITMEN ORGANISASIONAL DAN KINERJA PEGAWAI (Studi pada Pegawai Negeri Sipil di RSUD Wangaya Kota Denpasar)

E-Jurnal Ekonomi dan Bisnis Universitas Udayana ◽

10.24843/eeb.2017.v06.i07.p05 ◽

2017 ◽

pp. 2731

Author(s):

I Gede Hendry Kamanjaya ◽

Wayan Gede Supartha ◽

IG.A. Manuati Dewi

Keyword(s):

Organizational Commitment ◽

Servant Leadership ◽

Structural Equation ◽

Employee Performance ◽

Equation Model ◽

Partial Least Square ◽

Least Square ◽

Inferential Analysis ◽

The Impact

This study is focused to analyze the impact of servant leadership on employee performance in relation to the organizational commitment mediation. It is a causality research, providing an explanation and understanding about the impact of servant leadership on employee performance and the impact of servant leadership on organizational commitment. The sample of the research are 90 civil servants in Wangaya General Hospital as the respondents. In this study questionares are used as instuments of the research. Descriptive and inferential analysis were applied as method of analysis and Structural Equation Model-Partial Least Square (SEM-PLS) as a tool. The result is that servant leadership does not have any significant effect on employees performance, servant leadership has a positive and significant effect on organizational commitment, organizational commitment has positive and significant effect on employee performance, and the impact on servant leadership and employee performance through the role of organizational commitment as mediating variable is supported.

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How Creative Destruction Functions in Corporate Entrepreneurial Process: An Empirical Investigation of Schumpeterian Concept in Engineering Firms Setting in Pakistan

10.21203/rs.3.rs-311356/v1 ◽

2021 ◽

Author(s):

Muhammad Zubair Alam ◽

Shazia Kousar ◽

Muhammad Rizwan Ullah ◽

Amber Pervaiz

Keyword(s):

Structural Equation ◽

Corporate Entrepreneurship ◽

Creative Destruction ◽

Positive Influence ◽

Opportunity Recognition ◽

Partial Least Square ◽

Least Square ◽

Equation Modeling ◽

Engineering Firms ◽

The Impact

Abstract Schumpeter's idea of creative destruction (CD) explains innovation functions in organisations. This paper investigates the CD concept in engineering firms by explaining how technical opportunity (TO) transforms into corporate entrepreneurship (CE) actions once opportunities have a market orientation (MO). A survey conducted using a structured questionnaire with 132 managers in engineering firms in Pakistan. Structural Equation Modeling (SEM) using Partial Least Square (PLS) approach has been used to analyse the data. Results reveal that MO and TO exerts a positive influence on CE. MO is the reason for the emergence of TO, which is exploited by CE's in engineering firms. CD intensifies the impact of MO on TO significantly. Opportunity recognition in engineering firms is distinguished and bounded by MO and technical viability. Engineering firms need to identify gaps in the market through naturally occurring obsolescence of products and services (CD) to create TO with appropriate MO. This study has revived a classical debate over opportunity recognition by proposing a CE model by incorporating external factors. The Schumpeterian opportunity recognition process and CD have been explained for engineering firms that are distinguished from other types of firms. Kirznerian opportunity recognition view has also been debated to dialect Schumpeterian view.

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DAMPAK IKLIM ORGANISASI TERHADAP STRES KERJA DAN KINERJA KARYAWAN

Jurnal Manajemen ◽

10.24912/jm.v20i1.69 ◽

2017 ◽

Vol 20 (1) ◽

pp. 121 ◽

Cited By ~ 1

Author(s):

Muhammad Rasyid Abdillah ◽

Rizqa Anita ◽

Rita Anugerah

Keyword(s):

Structural Equation Modeling ◽

Organizational Climate ◽

Job Stress ◽

Structural Equation ◽

Employee Performance ◽

Partial Least Square ◽

Least Square ◽

Equation Modeling ◽

Head Office ◽

The Impact

Penelitian ini bertujuan untuk menguji dampak iklim organisasi terhadap stres kerja dan kinerja karyawan. Data yang digunakan dalam penelitian ini adalah data primer dalam bentuk kuesioner dimana subjek penelitiannya adalah para 45 karyawan PT. Adei Plantation & Industry Head Office Pekanbaru Riau. Pengujian hipotesis menggunakan Structural Equation Modeling Partial Least Square. Hasil penelitian menunjukkan bahwa iklim organisasi berpengaruh terhadap stres kerja dan kinerja karyawan. Selain itu, hasil ini juga menunjukkan bahwa pengaruh iklim organisasi terhadap kinerja karyawan adalah pengaruh tidak langsung melalui stres kerja.This study aims to examine the impact of organizational climate on job stress and employee performance. The data used in this study was primary data in the form of a questionnaire in which the research subjects are 45 employees of PT. Adei Plantation & Industry Head Office Pekanbaru Riau. To test the hypothesis using Structural Equation Modeling Partial Least Square. The result suggest that organizational climate influence on job stress and employee performance. In addition, result also suggest that the effect of organizational climate on employee performance is indirect influence through job stress.

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THE IMPACT OF PERSONAL PRODUCTIVITY DUE TO THE ATTACKS OF CORONAVIRUS DISEASE 2019: USING PARTIAL LEAST STRUCTURAL EQUATION MODEL

Innovare Journal of Health Sciences ◽

10.22159/ijhs.2020.v8i6.38327 ◽

2020 ◽

pp. 1-4

Author(s):

SHEKH ABDULLAH-AL-MUSA AHMED ◽

NIK ZULKARNAEN BIN KHIDZIR ◽

SHIRIN AFROZ

Keyword(s):

Structural Equation ◽

Influence Factor ◽

Equation Model ◽

Partial Least Square ◽

Least Square ◽

Equation Modeling ◽

Dependent Variables ◽

Independent Variable ◽

Personal Productivity ◽

The Impact

Global coronavirus disease 2019 (COVID-19) is an infectious disease caused by severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2). The disease was first identified in December 2019 in Wuhan, the capital of China’s Hubei Province, and has since spread globally, resulting in the ongoing 2019–2020 coronavirus pandemic that has an impact which would be disturbed the personal productivity in the community. The dependent variable which is threat of COVID-19 (Thr_Cov-19), vulnerability of COVID-19 (Vul_Cov-19), and the unexpected change in society factors and one independent variable that is personal disturbance factors is used in this paper. Moreover, using as an indicator which will determine disturbance of personal productivity (D_PP) in the society. Since multiple regression by partial least square-structural equation modeling is used to examined of data by following unstructured method. Moreover, the resulting point out three dependent variables significantly influences on the independent variable of personal productivity in the society. As a matter of fact, this study concludes the foremost influence factor on D_PP in society due to COVID-19 risk factors such as Thr_Cov-19, Vul_Cov-19, and unexpected changed in the society factors. This study contributes to introductory study but vibrant understanding in stimulating the prediction of personal productivity in the society due to the COVID-19 attacks.

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