Current Trends in Digital Marketing Communication

Madan, Angela; Roşca, Mihai Ioan

doi:10.5171/2022.981169

Cited by 9 publications

(9 citation statements)

References 12 publications

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“…Marketing communication in the current era is increasingly customer-focused, serving as a crucial process in generating and delivering messages to promote products or services to target audiences [21]. This concept theoretically aligns with Integrated Marketing Communication (IMC), which emerged in the 1990s by Schultz [22].…”

Section: Marketing Communicationsmentioning

confidence: 99%

Assessing the Role of Marketing Communication in Shaping Tourist Intentions to Morotai Island

Wisnujati,

Sangadji,

Handriana

2024

IJSDP

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The tourism industry is a key pillar in driving global economic growth, facilitating rich cultural exchanges, and driving community development. This study aims to measure the impact of marketing communication on visit intentions to Morotai Island, a tourist destination that captivates with its World War II historical heritage and cultural richness. This study used a quantitative method with a sample size of 210 respondents. Primary data was obtained from the research questionnaire and analyzed using LISREL-based Structural Equation Modeling (SEM). The findings show that there is a varying influence between marketing communication or promotion mix on the intention to visit tourist attractions. Advertising and sales promotion have no significant impact, while sponsorship and public relations significantly influence visit intention. The practical implications of this research underscore the wise allocation of marketing resources. Given the lack of effectiveness of advertising and sales promotion, the focus of investment needs to be emphasized on sponsorship and public relations strategies.

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Section: Marketing Communicationsmentioning

confidence: 99%

Assessing the Role of Marketing Communication in Shaping Tourist Intentions to Morotai Island

Wisnujati,

Sangadji,

Handriana

2024

IJSDP

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“…Benefits like low cost, ease of access, global approach flexibility and measurability make it more popular among customers. Madan and Rosca (2022) have revealed that due to the transfer of marketing communication, companies need to adjust to modern market trends, while in a modern society; the marketing communication impact is an essential value. Companies need to implement new technologies in their marketing communication in order to be seen worldwide.…”

Section: Introductionmentioning

confidence: 99%

Success of digital marketing model for software development industry: validation of survey based results with case study analysis

Gupta

Singh

2023

BPMJ

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PurposeThe paper aims to clarify the validity of the digital marketing model for software IT professionals. It proposes a model of buying behavior practices followed in digital era and outlining all six critical factors that were considered for developing this model. So the main objective of the study is to validate the success of digital marketing model through a survey-based results and case study analysis and synthesize the results for the success of digital marketing model for software development industry.Design/methodology/approachThe paper opted for an exploratory study using the structured questionnaire. The data were collected using online platform. The present study covers the analysis of a survey of 406 IT professionals from software development industry to understand their buying behavior through digital marketing. Regression technique has been used to find the important predictors of the digital marketing model with its impact on the demographic variables.FindingsThe paper provides empirical insights about digital marketing model whose validity has been checked by synthesizing the results of both overall and case study. The results show that predictors elucidate Durbin–Watson in the acceptable range and are suitable for the model.Research limitations/implicationsData were collected during Covid period. So it was quite a challenging task and moreover sample size could not be increased due to this problem.Practical implicationThe paper includes implications for the development of digital marketing model for software IT professionals. Finally, this study will contribute to the further research for many prominent researchers who express their doubts about the state and future of digital marketing studies, characterized by contradictory and confusing empirical findings. A larger quantitative study on IT companies' digital marketing from different regions is recommended as a future line of research in order to encourage the unique globalized level model development.Social implicationsMany organizations use digital marketing successfully since with the great amount of awareness generated about the digitalization among the customers has propelled for its development.Originality/valueThis paper fulfills an identified need to study how IT professional's digital buying marketing practices need to be studied.

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“…It became managerial imperative to cope up with these all set of available alternatives and associated issues of marketing in contemporary period (Leeflang et al, 2014). Digital marketing was a new stage in the evolution of marketing (Madan, 2021) and exists at its embryonic theoretical framing (Novytska et al, 2021). Therefore, different scholars approached it differently (Obitovich, 2022).…”

Section: Introductionmentioning

confidence: 99%

Digital Marketing in Developing and Emerging Economies: A Systematic Review of Introductory Phase Features

2023

IJMCNM

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Internet and social media offered a different arena of how marketing was done internationally. Its usage was still in infancy and available research was in embryonic stage to address the realities in developing nations, however. Therefore, this systematic review was done to identify contextual factors impacting digital marketing, dominant marketing practices over digital channels, and the consequences of adopting digital marketing. The study adopted the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) 2020 to collect evidence. Thematic content analysis was performed to extract pertinent information from 35 eligible studies included in the study. From obtainable digital channels; social media, m-marketing and e-commerce platforms are familiar in emerging markets. The findings revealed that demographics, psychological factors such as perception of medium trust, usability, enjoyment, satisfaction, risk, etc., at customer level and dynamic digital capabilities, management openness, collaborative digitalization, social networking ability, knowledge, and financial resources, etc., of firms were contingency factors impacting digital marketing. Evidence showed that marketing communication was principally accomplished online and doing marketing digitally enhanced marketing capacity, efficiency, and performance.

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Current Trends in Digital Marketing Communication

Cited by 9 publications

References 12 publications

Assessing the Role of Marketing Communication in Shaping Tourist Intentions to Morotai Island

Assessing the Role of Marketing Communication in Shaping Tourist Intentions to Morotai Island

Success of digital marketing model for software development industry: validation of survey based results with case study analysis

Digital Marketing in Developing and Emerging Economies: A Systematic Review of Introductory Phase Features

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