Impact of Digital Marketing on the Growth of Consumerism

Durai, Tabitha; King, Rachel

doi:10.2139/ssrn.3344421

Cited by 9 publications

(6 citation statements)

References 7 publications

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“…Such steps are important in reducing the mistrust in digital marketing. Opportunities will continue to abound, however, fuelled largely by the growing population, especially among the youth, which is captivated by the use of IT (Kaur and Sandhu, 2017;Durai and King, 2015). The effectiveness of technology, however, depends in large measure upon how different actors employing it, such as employers, workers, competitors, and consumers adopt or embrace it (Jones and Karsten, 2008).…”

Section: Literature Reviewmentioning

confidence: 99%

Digital Marketing Communication in Developing Countries

2020

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Digital marketing has made significant progress in recent years, in all countries, both developed and developing. Many local and international companies have largely placed their marketing activities in the digital environment. Now, the COVID-19 pandemic has made it even more important for many companies and consumers to conduct marketing, buying and selling activities through social media. Like companies, consumers are changing their buying behaviours by focusing more on social media, from which they are providing the necessary and sufficient information about all the products and services that are marketed online. This paper is of particular importance because it addresses the issue of digital marketing activities in the Western Balkans region, specifically the behaviour of consumers from countries of this region on social media. From the results of the paper, it can be concluded that consumers from these countries are quite engaged in social media, where they receive the necessary information for different products and services, follow the activities of different companies, etc.

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Section: Literature Reviewmentioning

confidence: 99%

Digital Marketing Communication in Developing Countries

2020

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“…Through a comprehensive analysis of various aspects related to international business, it becomes apparent that image building is a multifaceted process influenced by factors such as brand identity, quality, communication, cultural sensitivity and corporate social responsibility (CSR). These findings shed light on the strategies and practices that Ukrainian companies should adopt to improve their image and competitiveness on the global stage (King, R., & Durai, T., 2019).…”

Section: Resultsmentioning

confidence: 88%

Features of Image Formation of Ukrainian Companies on International Markets

Kvasova,

Kurbatska,

Bolovin

2023

GBDEJ

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The purpose of this paper is to provide an in-depth understanding of Ukrainian companies, their operations and their current image in international markets. To identify the key factors that influence the image of Ukrainian companies when they expand to international markets. These may include cultural, economic and political factors. Analyse the strategies and approaches used by Ukrainian companies to create and improve their image abroad. This includes consideration of marketing, branding and communication strategies. Methodology. The research is based on the analysis of companies in international markets and usually involves a combination of research methods, such as a thorough review of existing literature on the topic. It includes qualitative data (interviews, focus groups, content analysis) or quantitative data (surveys, financial reports). In this case, consideration could be given to conducting surveys and interviews with key stakeholders, such as managers, employees and customers of Ukrainian companies operating in international markets, as well as benchmarking against companies from other countries. This can help identify unique features and trends specific to Ukrainian companies. Results. Overall, the article aims to provide valuable insights into the complex process of shaping the image of Ukrainian companies trying to navigate the intricacies of international markets, which will ultimately help them achieve greater success and recognition on a global scale. The following section presents the key findings and insights from the recent FE BACCA survey. This survey was conducted to understand how the company is perceived by various stakeholders, including customers, employees and the general public. The data collected provides valuable insights into reputation and areas for improvement. Practical implications. The practical implications can be significant for both Ukrainian companies and the wider business community. Ukrainian companies can gain insight into how their image is perceived in international markets. Understanding these perceptions can help them make strategic adjustments to improve their competitiveness and attract international customers and partners. The results of the study can help Ukrainian companies develop marketing strategies for different international markets. They can align their branding and communication efforts with the preferences and expectations of specific target audiences. For Ukrainian companies planning to enter international markets, the study can provide insights into image-related challenges and opportunities in specific markets. The research can also serve as a basis for further academic and policy research on how image formation affects international trade and economic diplomacy. Value/originality. Thus, the study of the image of Ukrainian companies in international markets has practical implications that extend to marketing strategies, reputation management, stakeholder relations, and even government policy. Ultimately, this can contribute to the successful internationalisation of Ukrainian business. Ukraine as a country has a unique historical, cultural and geopolitical context. This uniqueness translates into a specific image on the international stage. Understanding how Ukrainian companies navigate this unique context to build their image is an original and valuable area of research. While image building and branding are well-studied topics in marketing and international business, there's a relative dearth of research focused specifically on Ukrainian companies.

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“…Being the first line of reach for resorts, it is also vital for tourism officers to keep up with the dynamic nature of technological changes (Durai and King, 2019). On the other hand, inclusive par-ticipation of all tourism stakeholders is a policy recommendation drawn out from the responses of the resorts and the tourism officers which adheres to the findings of the study about Singapore's efforts to digitalize bureaucracy in which it has observed that increasing the political participation of people and different entities in the community is an important factor for the success of any government response (Abdou, 2021).…”

Section: Policy Recommendationsmentioning

confidence: 99%

Relationship Of Digital Tourism Strategies And Performance Of Beach And Water-Themed Resorts In MISAMIS ORIENTAL Amidst The New Normal

S. Bade

2024

CLI

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Tourism is one of the industries hardest hit by COVID–19, and the Department of Tourism suggested digital tourism as one way of stimulating, at least, domestic travel. This study sought to determine the actions of resorts and the government interventions about it. The study applied mixed methods of research, total sampling population, and hybrid interview considering travel restrictions using a validated self-made questionnaire. The study was conducted in Northern Mindanao, Philippines. The respondents of the study were employees of beach and water-themed resorts and municipal tourism officers. The findings of the study revealed low usage of digital tourism strategies and poor tourism performance, a significant difference in digital tourism strategies of the resorts and their employees when grouped according to profile, and a significant relationship between digital tourism strategies and the tourism performance of the resorts. Policy gaps were also discovered. The study concludes that the level of usage of digital tourism strategies can only do so much given the status quo. Hence, recommendations for the enhancement of digital tourism strategies are suggested since they align with the state’s existing medium- and long-term development plans.

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Impact of Digital Marketing on the Growth of Consumerism

Cited by 9 publications

References 7 publications

Digital Marketing Communication in Developing Countries

Digital Marketing Communication in Developing Countries

Features of Image Formation of Ukrainian Companies on International Markets

Relationship Of Digital Tourism Strategies And Performance Of Beach And Water-Themed Resorts In MISAMIS ORIENTAL Amidst The New Normal

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