The Role of Marketing in Digital Business Platforms

Rangaswamy, Arvind; Moch, Nicole; Felten, Claudio; Bruggen, Gerrit van; Wieringa, Jaap E.; Wirtz, Jochen

doi:10.1016/j.intmar.2020.04.006

Cited by 187 publications

(157 citation statements)

References 104 publications

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“…Furthermore, interactivity through informativeness and playfulness also likely affects purchase decisions in distinct ways (Kang et al, 2020). More specifically, interactions with consumers in the digital business platforms that offer some associated activities can boost their loyalties (Rangaswamy et al, 2020). This study uses interactive marketing as the moderating variable of the association between intention to buy and purchase decisions in online stores.…”

Section: Introductionmentioning

confidence: 99%

Intention to buy, interactive marketing, and online purchase decisions

Pasharibu¹,

Soerijanto²,

Jie³

2020

jeb

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The digital era changes marketing activities and consumer behavior, particularly by changing conventional transactions into digitalized ones through online marketplaces. Before consumers make purchase decisions, they usually experience a phase in which they have needs and desires to choose, have, and use certain products. This phase is commonly known as intention to buy. However, intention to buy alone is insufficient in encouraging ones to make purchase decisions, especially in the online shopping environment. In this respect, the trust factor in online transactions that is established by maintaining good relationships with consumers through interactive marketing also likely explains online purchase decisions. Consequently, this study tests the effect of intention to buy on online purchase decisions as moderated by interactive marketing at an online marketplace in Indonesia, namely Sale-Stock. Data are generated from 200 respondents with the purposive sampling technique by distributing the questionnaires in Google Form through social media. Data are then analyzed with the multiple regression technique. The results show that intention to buy and interactive marketing affect online purchase decisions, both individually and simultaneously. Further, interactive marketing does not moderate the relationship between intention to buy and online purchase decisions.

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Section: Introductionmentioning

confidence: 99%

Intention to buy, interactive marketing, and online purchase decisions

Pasharibu¹,

Soerijanto²,

Jie³

2020

jeb

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show abstract

“…The promotional video itself is an advertising activity for a product of a brand in order to generate sales. The promotional video has a function as a means of showing the quality of a brand's product so that consumers trust and are interested in the product (Rangaswamy et al, 2020). Tourist objects in a video advertisement are more attractive and proven to generate visitor interest compared to other objects (Lo & Cheng, 2020).…”

Section: Introductionmentioning

confidence: 99%

The Role of the Promotional Video "Wonderful Indonesia: A Visual Journey" on Brand Image and Tourist Visiting Interest to Wakatobi

Santoso

Widyawati

Adityaji

2021

JTCE

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Wakatobi is a tourist destination that has potentials for remarkable natural beauty. The Indonesian government is also aggressively promoting Wakatobi through the making of the video Wonderful Indonesia: A Visual Journey. However, the tourist visiting rate in Wakatobi is still not very high. Therefore, this study aims to determine the effect of the promotional video on brand image and interest in visiting Wakatobi. This study involved 151 people as samples and the results showed that promotional videos are able to have a positive and significant influence on brand image and tourist visiting interest. Likewise, the brand image is able to provide a positive and significant influence on tourist visiting interest

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“…Digital business platforms (DBPs) such as eBay, Google, and Uber Technologies have seen enormous growth. The digital business platform is designed expressly to use digital technologies to enable business interactions among authorized users [19]. Rangaswamy This study aims to develop a framework model in developing a digital cooperative to accommodate a huge amount of membership and enhance business scope.…”

Section: Introductionmentioning

confidence: 99%

“…Start-up businesses in Indonesia such as Tokopedia, Bukalapak, Shopee, Gojek, Uber, and other prominent businesses use technology and the internet to boost enormous growth. Even though Digital cooperative is not a digital business platform, all the DBPs considered the key characteristics, though they could also apply to some platforms[19]. Here are the key points of characteristics; a.…”

mentioning

confidence: 99%

The Framework Model of Digital Cooperative to Explore Economic Potential in Higher Education

Hasbullah

Bareduan

2021

Sinergi

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In February 2020, the Indonesian Ministry of Cooperatives and SMEs noted that in the last four years, 81,686 cooperatives were dissolved, leaving 123,048 active cooperatives. This case is a huge challenge for the government to overcome. Indonesian Internet Service Providers Association (APJII) stated that the number of internet users in Indonesia reached 196.7 million in the middle of 2020. Meanwhile, data from Google & Temasek showed purchasing products via e-Commerce in Indonesia reached US$ 10.9 billion in 2017 and continuously increased in 2020. Most cooperatives in Indonesia run business conventionally with manual transactions, limited time, traditional logistics, and conventional membership administration. Nowadays, the institution with tens of thousands of members no longer effectively runs cooperative conventionally in a disruptive era. A conventional cooperative at a private university in Jakarta was observed in the study. There are tens of thousands of students and staff at the university. Three research questions arise, such as what can not be adequately solved in a traditional cooperative, what tools are used in digital cooperatives, and what shape can be used in the digital cooperative system model to solve issues. This study proposes a framework model in developing a digital cooperative to accommodate a huge amount of membership and enhance business scope. The research identified technology needed to overcome matters cannot be dealt with in a conventional cooperative. It provided a digital cooperative frameworks model that impacts value creation, value capture, and value delivery, especially in higher education.

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The Role of Marketing in Digital Business Platforms

Cited by 187 publications

References 104 publications

Intention to buy, interactive marketing, and online purchase decisions

Intention to buy, interactive marketing, and online purchase decisions

The Role of the Promotional Video "Wonderful Indonesia: A Visual Journey" on Brand Image and Tourist Visiting Interest to Wakatobi

The Framework Model of Digital Cooperative to Explore Economic Potential in Higher Education

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