ICT-Enabled Business Promotion Approach Through Search Engine Optimization

Gaur, Sanjay; Sahu, Hemant; Singh, Kulvinder

doi:10.1007/978-981-32-9343-4_39

Cited by 2 publications

(4 citation statements)

References 2 publications

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“…Other outstanding articles in this cluster, due to their number of citations, have dealt with the determination of the factors that influence electronic commerce adoption by SMEs (Fillis et al, 2004) (124 citations); the impact of the internet on the performance of SMEs using a qualitative analysis (Gilmore et al, 2007) (54 citations); and the challenges SMEs face to develop online commerce capabilities (Jones, Hecker & Holland, 2003), (48 citations). The most recent papers in this subnetwork have delved into search engine optimization to promote products (Gaur, Sahu & Singh, 2020) and the impact of the adoption of electronic commerce on the performance of SMEs (Octavia et al, 2020).…”

Section: Cluster 1: Electronic Commerce (Brown)mentioning

confidence: 99%

“…This cluster includes studies of search engine optimization (SEO), which refers to a set of actions aimed at improving the positioning of a website in the results page of an online search engine in order to increase its visibility (Gaur et al, 2020;Kovalenko & Kuzmenko, 2020). The literature in this cluster indicates that SEO is one of the main activities that companies can do to promote their products over social media (Somjai et al, 2020;Thomas & Simmons, 2010) and one of the factors that determine the adoption of digital marketing by SMEs (Darmon & Zeroukhi, 2014).…”

Section: Cluster 1: Electronic Commerce (Brown)mentioning

confidence: 99%

“…Practitioners, governments, academics, and other related institutions must, beyond providing equipment and technical and management support, assist SMEs in the use of new technologies and encourage entrepreneurs to develop a market orientation through the use of new technological tools. For example, more support is required to use the many currently available methods that include text, images, audio, and video for promoting activities online (Gaur et al, 2020). Additionally, governments should evaluate how the current legal and regulatory framework facilitates digital transformation and make the necessary adjustments (Ulas, 2019).…”

Section: Implications For Practitionersmentioning

confidence: 99%

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Analysis and categorization of studies of digital marketing in small and medium enterprises

Cadavid

Arias

2022

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Purpose: To analyze and categorize the scientific production in the field of digital marketing in small and medium enterprises.Design/methodology/approach: We retrieved the bibliographic information of 294 publications in this field indexed in Scopus and employed technology-mining techniques and cluster analysis of keywords to gain insight into the most relevant trends in this research area. We conducted a keyword cleaning process to remove ambiguity, synonyms, and obvious results and employed our own Python scripts and the Bibliometrix package in the R programming language for the calculations.Findings: Our results paint a broad picture of this research area, highlighting its most important journals, countries, researchers, and keywords, as well as their interactions. We also identified and explained five thematic clusters: electronic commerce, social media, specific social media, internationalization, and brand. We found that social media, big data, search engine optimization, advertisement, internationalization, websites, and Facebook are hot research topics in this field. Originality/value: This study offers updated information on the trends of the scientific production in said research field, covering a time window that goes up to the year 2021. This is beyond any traditional bibliometric analysis, and it reveals the structure of the knowledge in the field. This paper can be used as a reference point to define a future research agenda in this area.

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Section: Cluster 1: Electronic Commerce (Brown)mentioning

confidence: 99%

Section: Cluster 1: Electronic Commerce (Brown)mentioning

confidence: 99%

Section: Implications For Practitionersmentioning

confidence: 99%

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Analysis and categorization of studies of digital marketing in small and medium enterprises

Cadavid

Arias

2022

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“…Following the conclusion of the COVID-19 period, the most significant thing that will be on the post-COVID-19 agenda in many countries across the world is to work toward improving the people's diets and, as a result of this, the health of such populations. It is regarded as how one can live a healthy lifestyle and tackle the ever-increasing problem of being overweight and obese (Gaur et al, 2020;Kliment et al, 2021;Mandlik et al, 2021) . According to the research conducted in the past, this may be accomplished by placing individual responsibility for one's health care (Martindale et al, 2020;Király et al, 2020;Overgaauw et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

Healthy Snacks: Multimodal Critical Discourse Analysis of Traditional Food Brand Corporate Storytelling

Ottman

Rahmad

Yuhendri

2023

jpdr

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This research analyzes how a snack manufacturer uses corporate storytelling on social media to promote healthy eating. The new public health period has developed a market for healthy or well-being-related items. Many firms have emerged to give healthy food options. Social semiotic theory and multimodal critical discourse analysis ask: How do these organizations use corporate stories to make themselves seem superior to their competitors? How do they market healthy, appealing products? How does this marketing encourage healthier product choices? One healthy snack company's corporate story reveal that health discourse colonizes healthy eating for marketing and branding. These companies also claim abstract, symbolic, and commercial health. These company stories may mislead consumers who want to eat healthy into eating less healthful goods.

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ICT-Enabled Business Promotion Approach Through Search Engine Optimization

Cited by 2 publications

References 2 publications

Analysis and categorization of studies of digital marketing in small and medium enterprises

Analysis and categorization of studies of digital marketing in small and medium enterprises

Healthy Snacks: Multimodal Critical Discourse Analysis of Traditional Food Brand Corporate Storytelling

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