The Competitive Function of Online Advertising. An Empirical Evaluation of Companies’ Communication Strategies in a Digital World

Wiktor, Jan W.; Sanak-Kosmowska, Katarzyna

doi:10.1016/j.procs.2021.09.191

Cited by 6 publications

(5 citation statements)

References 11 publications

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“…The results of this study also support the findings of research conducted by Wiktor (2021), which shows that the more companies rely on digital marketing in their business, the more significant its impact on brand promotion and positioning. Also, according to research conducted by Blichfeldt (2021), Where the results show the influence of digital technology on performance, as well as research carried out by Foroudi (2017), The results show that the use of digital technology has influenced all aspects of human activities, including marketing, and research conducted by De Pelsmacke (2018), The influence of digital marketing on marketer performance, the results of the study show that digital marketing has a direct and indirect effect on marketing performance.…”

Section: The Influence Of Digital Marketing Strategy On Competitive A...supporting

confidence: 87%

The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro, Small And Medium Enterprises

Asikin,

Fadilah,

Saputro

et al. 2024

IJSSR

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This study aimed to determine the influence of Digital Marketing on Competitive Advantage and MSME Performance. The research employed a Quantitative Method utilizing SPSS and SEM (Structural Equation Model) assisted analysis tools with the Lisrel program. The analysis results reveal that digital marketing exerts a positive and significant effect on competitive advantage, digital marketing significantly impacts MSME performance positively, competitive advantage significantly influences MSME performance positively, and Digital Marketing positively affects MSME performance through competitive advantage.

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Section: The Influence Of Digital Marketing Strategy On Competitive A...supporting

confidence: 87%

The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro, Small And Medium Enterprises

Asikin,

Fadilah,

Saputro

et al. 2024

IJSSR

View full text Add to dashboard Cite

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“…Periklanan digital digunakan sebagai instrumen persaingan pasar yang berperan dalam menciptakan stimulus dan faktor motivasi yang kuat bagi konsumen. Fungsi informatif dan persuasif dari periklanan digital merupakan bagian dari fungsi kompetitif periklanan yang bertujuan untuk menciptakan pasar potensial dan mempengaruhi sensitivitas pembeli (Wiktor and Sanak-Kosmowska 2021).…”

Section: Periklanan Digitalunclassified

Manajemen Periklanan UMKM Digital oleh Agensi Lokal (Studi Kasus Manajemen Periklanan Digital pada Uraga Digital Agency)

Nobelta,

Rahmalia

2024

JAS

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Penggunaan internet terus berkembang di seluruh dunia karena akses yang mudah dan biaya yang terjangkau. Media sosial semakin populer karena biaya akses yang rendah, salah satunya menjadi sarana periklanan yang memungkinkan perusahaan mempromosikan produk dengan cepat. Peran agensi periklanan semakin penting di era digital terutama di daerah-daerah di mana bisnis kecil yang tidak memiliki SDM internal yang memadai seperti UMKM sehingga membutuhkan agensi untuk membantu mereka dalam promosi online dengan jangkauan yang luas. Uraga Digital Agency adalah salah satu digital marketing agency di Indonesia yang menyediakan layanan kreatif dan strategi periklanan. Penelitian ini berfokus pada manajemen periklanan digital agensi lokal yaitu Uraga Digital Agency khususnya pada UMKM. Penelitian ini adalah penelitian kualitatif yang menggunakan metode studi kasus yang bertujuan untuk memahami atau menggambarkan secara menyeluruh suatu peristiwa atau keadaan tertentu. Hasil penelitian menunjukkan bahwa untuk mendapatkan Consumer Response yang baik, strategi periklanan yang dilakukan oleh Agensi Lokal terhadap klien UMKM mereka dengan memanfaatkan berbagai fitur periklanan digital serta memanfaatkan konteks lokalitas dari UMKM sehingga dapat menyasar target audiens yang tepat. Selain itu, penyusunan pesan dalam materi iklan dan konten dibuat disesuaikan dengan selera UMKM serta dibuat dekat dengan konteks audiens/konsumen mereka.

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“…By meeting the customer's needs and desires and encouraging them to acquire the product on an ongoing basis, a company can achieve a competitive advantage (Al Abdulkareem & Al-Nsour, 2021). This can be attained by carrying out activities at a lower cost or with better effectiveness than competitors, using available resources to provide greater value to the customer (Wiktora & Sanak-Kosmowsk, 2021). A company with a competitive advantage has resources and enablers that give it internal strength and make it stronger from the beneficiaries' point of view.…”

Section: Relationship Between Communication Strategies and Competitiv...mentioning

confidence: 99%

Impact of Digital Advertising Strategies on the Competitive Advantage of SMEs in KSA

Bin Khunin,

Al-Nsour

2024

EJBMR

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The aim of the study was to identify effective communication strategies in digital advertising for SME’s in Saudi Arabia. The study analyzed the relationship between these strategies and competitive advantage using the content analysis method. The study population was represented by all digital advertisements implemented by SMEs in the Kingdom through social media platforms such as Snapchat, Instagram, and X during 2022. A total of 600 digital advertisements were analyzed. It was found that 7 communication strategies were applied in the digital advertising message at a moderate level, including motivation, brand personality, prosecution, innovative promise, as well as simulation, initiative, and priority. The study also found that only 6 strategies affect competitive advantage, except for the motivation strategy. There was a positive correlation between communication strategies, cost and differentiation elements only. The study showed a moderate impact of communication strategies on competitive advantage. Finally, the study provided some important recommendations to help SMEs activate communication strategies based on digital advertising in the kingdom.

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The Competitive Function of Online Advertising. An Empirical Evaluation of Companies’ Communication Strategies in a Digital World

Cited by 6 publications

References 11 publications

The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro, Small And Medium Enterprises

The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro, Small And Medium Enterprises

Manajemen Periklanan UMKM Digital oleh Agensi Lokal (Studi Kasus Manajemen Periklanan Digital pada Uraga Digital Agency)

Impact of Digital Advertising Strategies on the Competitive Advantage of SMEs in KSA

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