Digital marketing strategies, online reviews and hotel performance
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DOI: 10.1016/j.ijhm.2018.01.003
Abstract: Abstract We investigate to what extent digital marketing strategies (such as having a digital marketing plan, responsiveness to guest reviews, and monitoring and tracking online review information) influence hotel room occupancy and RevPar directly, and… read more here.
Keywords: online reviews; hotel performance; marketing strategies; marketing ... See more keywords
Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches
Sign Up to like & getrecommendations! Published in 2021 at "International Journal of Research in Marketing"
DOI: 10.1016/j.ijresmar.2021.09.005
Abstract: Abstract Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four… read more here.
Keywords: extant research; digital marketing; marketing; marketing communication ... See more keywords
Digital marketing by big bubble tea brands in China in 2023: a content analysis
Sign Up to like & getrecommendations! Published in 2025 at "Public Health Nutrition"
DOI: 10.1017/s1368980025101110
Abstract: Abstract Objective: Bubble tea is known to have adverse health impacts due to its high sugar content. However, the influence of digital marketing on its consumption, especially among young people, remains unclear. This study aimed… read more here.
Keywords: digital marketing; marketing strategies; bubble tea; marketing ... See more keywords
A Research Paper on Digital Marketing Communication and Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car Market
Sign Up to like & getrecommendations! Published in 2018 at "Journal of Global Marketing"
DOI: 10.1080/08911762.2017.1365991
Abstract: ABSTRACT The effect of digital marketing communication on product categories like books, music, fashion accessories, clothing, banking and online gaming etc. has been well researched by the researchers; but automobile industry despite being one of… read more here.
Keywords: communication; study; digital marketing; marketing communication ... See more keywords
Investigating digital marketing readiness among tourism firms: an emerging economy perspective
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DOI: 10.1080/13683500.2024.2358047
Abstract: ABSTRACT The study aimed at investigating the readiness of firms in the tourism industry to adopt digital marketing as a marketing strategy – from an emerging economy perspective. The technology–organisation–environment framework and technology acceptance model… read more here.
Keywords: digital marketing; tourism; marketing; economy perspective ... See more keywords
Antecedents of purchase intentions in digital marketing: A case of TikTok shop
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DOI: 10.1080/20421338.2025.2543276
Abstract: This study investigates the antecedents of purchase intentions on TikTok Shop, utilizing Uses and Gratification (U&G) Theory to analyze the impact of entertainment, informativeness, cost savings and attractiveness on student purchase intentions. The study gathered… read more here.
Keywords: antecedents purchase; digital marketing; purchase; tiktok shop ... See more keywords
Project-based blended learning for vocational education: Enhancing digital marketing competencies and team spirit
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DOI: 10.1080/2331186x.2025.2498092
Abstract: Abstract Developing digital marketing competencies and team spirit is essential in vocational education to cope with the digital economy’s demands. Based on the needs assessment of vocational students and related literature research, this study discusses… read more here.
Keywords: competencies team; team spirit; marketing competencies; digital marketing ... See more keywords
Guthali – challenges in marketing Indian handicrafts and handloom
Sign Up to like & getrecommendations! Published in 2022 at "Emerald Emerging Markets Case Studies"
DOI: 10.1108/eemcs-09-2021-0298
Abstract: Learning outcomes After reading and discussing the case, the participant would be able to: comprehend business expansion strategies and challenges of an entrepreneur dealing with handicraft and artefacts, digital marketing, entrepreneurship and marketing strategy; understand… read more here.
Keywords: marketing; indian handicrafts; digital marketing; case ... See more keywords
Marketing organic products: challenges and opportunities for a sustainable living
Sign Up to like & getrecommendations! Published in 2023 at "Emerald Emerging Markets Case Studies"
DOI: 10.1108/eemcs-09-2022-0321
Abstract: Learning outcomes After reading and discussing the case, the participants would be able to:▪ articulate the challenges associated with retailing of organic products.▪ suggest paid, owned and earned digital marketing tools to Manav Chetna Vikas Kendra (MCVK);▪ suggest… read more here.
Keywords: marketing; digital marketing; marketing organic; case ... See more keywords
Digital marketing and purchase intention of bank services: the role of trust and engagement
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DOI: 10.1108/ijbm-02-2023-0097
Abstract: PurposeThe study examined the mediating and moderating roles of engagement and trust in the relationship between digital marketing and purchase intentions in the banking industry.Design/methodology/approachThe study was quantitative and cross-sectional and used a sample of… read more here.
Keywords: digital marketing; purchase intention; marketing purchase; marketing ... See more keywords
Conceptual model generation of the relationship between digital marketing capability and business performance: evidence from Turkey
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DOI: 10.1108/ijoem-03-2022-0478
Abstract: PurposeThe study develops a model that associates digital marketing capabilities with customer relations orientation, technology orientation and social customer relationship management (CRM) competence with business performance, considering market environment factors. It also aims to contribute… read more here.
Keywords: marketing; business performance; model; digital marketing ... See more keywords