The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro

Melović, Boban; Jocović, Mijat; Dabić, Marina; Vulić, Tamara Backović; Dudić, Branislav

doi:10.1016/j.techsoc.2020.101425

Cited by 159 publications

(104 citation statements)

References 66 publications

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“…Our findings show that digital marketing predicts brand position. This finding is similar and is supported by previous studies (Bogea et al, 2018;Melović et al, 2020;Niculescu et al, 2019). Therefore, the findings approve our prediction that digital marketing is an important tool for supporting companies in their effort to position themselves in the Kosovo market.…”

Section: Discussionsupporting

confidence: 93%

“…Therefore, the findings approve our prediction that digital marketing is an important tool for supporting companies in their effort to position themselves in the Kosovo market. Next, the findings showed that digital marketing (DT) predicts brand position among companies in Kosovo, which is similar to other findings like Melović et al, 2020;Fejling et al, 2019). The findings also revealed that digital transformation is a significant predictor of brand position among companies in Kosovo.…”

Section: Discussionsupporting

confidence: 83%

“…As technology advances rapidly (Customer relation management, salesforce, google analytics, etc. ), e-electronics, brand promotion and brand positioning play an important role in digital marketing and transformation (Melović et al, 2020). Brand positioning is defined as a process of creating own image, positive association, and values in consumers' minds to create a sustainable trademark image (Fayvishenko, 2018).…”

Section: Introductionmentioning

confidence: 99%

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

Istrefi-Jahja

Zeqiri

2021

entrenova

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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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Section: Discussionsupporting

confidence: 93%

Section: Discussionsupporting

confidence: 83%

Section: Introductionmentioning

confidence: 99%

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

Istrefi-Jahja

Zeqiri

2021

entrenova

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“…Moreover, product support has significant importance as it involves product promotion, packaging, pricing, and placement [13]. All the above 4 P's (promotion, packaging, pricing, and placement) of the product directly impact the customer satisfaction and the business performance of the concerned organizations [16]. Therefore, Figure 1 shows the relationship between CRM strategy involving sales, marketing, feedback, and support with customer satisfaction and business performance.…”

Section: Literature Reviewmentioning

confidence: 99%

The Relationship between CRM Strategy and Customer Satisfaction in Rice Business in North-Eastern Thailand

Kerdpitak¹

2021

Journal of Southwest Jiaotong University

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A combination of strategies, practices, and technologies to analyze and manage customer data and interaction throughout the customer lifecycle by the organizations is known as customer relationship management (CRM). The primary objective of CRM is to enhance customer retention, increase customer service relationships, and boost sales growth. According to the current study, CRM strategy, or the organizations involved in the rice business, directly impact customer satisfaction and business performance, particularly in North Eastern Thailand. CRM strategies, such as sales, feedback, marketing, and support, positively impact customer satisfaction and business performance. Hence, this research was carried out to investigate a fundamental factor influencing the business performance of rice production in the northeast of Thailand. The conceptual framework was developed from the competitive advantage theory of business organizations and other contemporaneous research in rice business performance. Accordingly, the study considered the importance of sales, marketing, support, feedback, and customer satisfaction employing a quantitative research approach. A questionnaire was used for data collection from 420 managers of the rice business of community enterprises in Northeastern Thailand. Finally, data were analyzed using structural equation modeling (SEM) to examine the actual rice business performance of the organizations studied through all operational links in the CRM. It is concluded that increased sales, feedback, marketing, and sales increase customer satisfaction and the concerned organizations’ business performance. The current study is an excellent contribution for the practitioners to improve their business performance.

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“…Internet applications offer online retailers the ability to transcend the restrictions of size, customer penetration and compete more efficiently with big, conventional retail businesses (SCHILLING, SHANKAR, 2019) if strategically used (CHESBROUGH, 2011). The internet strengthens the potential of online retail firms to engage as a strategic weapon with other businesses globally, provides the ability and chance for additional diverse individuals to start a business, and offers an easy way to make business transactions without being controlled to certain hours of operation (GIELENS, STEENKAMP, 2019;MELOVIĆ et al, 2020). Online shop is attractive to businesses because it upsurges profits.…”

Section: Introductionmentioning

confidence: 99%

Empirical investigation of factors affecting online shopping behavior

Nasidi

Ahmad

Garba

et al. 2021

Laplage

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This study aims to examine advertising, online risk, perceived usefulness, and reliability as factors affecting online shopping behavior among subscribers of online stores in Nigeria. This research adopted a quantitative approach in which a self-administered questionnaire was used to collect data. The respondents consist of 375 subscribers of online stores who had prior online shopping experiences from an online store based in Nigeria. The study used Smart-PLS for data analysis. The findings revealed that advertising and perceived usefulness have a significant positive effect on online shopping behavior. On the other hand, online risk has a negative effect on online shopping behavior. Additionally, there is a positive relationship between reliability and online shopping behavior. This research could be a valuable guideline for online firms to make informed decisions on how to increase online sales. Additionally, this research could advance online shoppers’ knowledge, particularly Nigerians, regarding online shopping.

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The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro

Cited by 159 publications

References 66 publications

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

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

The Relationship between CRM Strategy and Customer Satisfaction in Rice Business in North-Eastern Thailand

Empirical investigation of factors affecting online shopping behavior

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