Digital transformation of the marketing organization forces firms to develop new digital marketing capabilities (DMCs) to remain competitive. However, despite considerable academic and managerial ...interest, the value relevance of DMCs beyond the value achieved through classic marketing capabilities (CMCs) remains unclear. Similarly, research investigating the interaction effect of DMCs and CMCs is scarce. We address both research gaps by drawing on a mixed-methods approach combining in-depth interviews and a multi-industry, multisource dataset. The results reveal that DMCs significantly contribute to firm profitability beyond the influence of CMCs. Drawing on the contingent view of resource-based theory, we investigate the moderating influence of organizational and environmental contingencies on the interaction effect of DMCs and CMCs. This investigation reveals important tradeoffs that result in actionable managerial implications for realizing the complementarity potential—and preventing the substitutive potential—of a firm’s DMCs and CMCs.
In the digital era, marketers increasingly use storytelling techniques to narratively transport and persuade their customers. This paper pursues three primary objectives: (1) to integrate three ...digitally relevant moderators of the narrative transportation effect into the marketing literature, (2) to empirically assess the integrated model with a quantitative meta-analysis of extant research, and (3) to provide directions for marketing managers to enhance the narrative transportation effect in an evolving technological environment. The paper contributes to the field by means of a meta-analysis of 64 articles featuring 138 narrative transportation effect sizes. The research shows that the narrative transportation effect is stronger when the story falls in a commercial (vs. non-commercial) domain, is user (vs. professional) generated, and is received by one story-receiver at a time. The study concludes with implications for research and practice and directions for future research.
•Stronger narrative transportation effect for commercial (vs. non-commercial) domain•Stronger narrative transportation effect for stories by users (vs. professionals)•Stronger narrative transportation effect for stories received alone
The convergence of information technology, media and communication has changed consumer behavior in terms of searching, obtaining, processing and responding to company information or services. A ...company's ability to plan, implement and manage digital marketing to increase its competitiveness in the eyes of consumers is called digital marketing capability. The purpose of this research is to design a model for improving marketing capabilities by emphasizing the indicators of using digital marketing in industrial companies. This research is a type of mixed research with a qualitative and quantitative approach, which is a survey study in terms of its purpose, application, and in terms of data collection. The statistical population of the research was managers and experts in the field of digital marketing of industrial companies and university professors who were selected using the snowball sampling method. In the qualitative part, the data collection tool was an interview, and in the quantitative part, a questionnaire was used to identify the categories, and a semi-structured interview was used, and a questionnaire was used to validate the model. In the qualitative part of the data analysis method, the Grounded theory approach was based on the Strauss and Corbin method, which was compiled using MAXQDA software and using the coding method, and in the quantitative part, the analysis method was based on Kendall's correlation test
The article studies the modern aspects and prospects of using Digital marketing in the development of pharmaceutical companies. Digital marketing in the pharmaceutical industry has been found to help ...reach an expanded global customer base, providing multiple opportunities to enhance the promotion and sustainability of a pharmaceutical company. It was found that the practical tools of digital marketing are e-mail, electronic data detailing, augmented and virtual reality, the use of which reduces the costs of pharmaceutical companies. It was determined that due to modern conditions, pharmaceutical companies intensively use social network platforms for the promotion and branding of medicinal products. It was determined that such Digital marketing tactics as content marketing, search engine optimization, e-mail marketing, social media marketing, etc., are considered effective tools for the promotion of medicinal products. Digital marketing has been found to generate valuable information that has a significant impact on the pharmaceutical sector, so pharmaceutical companies build consumer satisfaction through phone applications and online networks, allowing the pharmaceutical company to increase sales and profits. It has been found that pharmaceutical companies are increasingly using social media as target customers increase public awareness of their drugs and services and seek more effective opportunities to engage with target audiences. It has been found that for pharmaceutical companies, the e-commerce platform is the foundation of their digital presence, and improving the customer-centric infrastructure with well-integrated systems will help ensure proper customer interaction. It has been determined that the benefits of social media and online marketing are particularly important for pharmaceutical companies, as they are crucial to ensure more effective digital marketing. It was established that following the results of January-June 2022, the pharmaceutical companies "Farmak", "Darnytsia" and "Acino" took the leading positions in terms of sales of medicinal products.
We develop and describe a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies ...are having and will have a significant impact. Using the framework we organize the developments and extant research around the elements and touchpoints comprising the framework and review the research literature in the broadly defined digital marketing space. We outline the evolving issues in and around the touchpoints and associated questions for future research. Finally, we integrate these identified questions and set a research agenda for future research in digital marketing to examine the issues from the perspective of the firm.
Social media platforms enable firms to communicate directly and often publicly with individual consumers. In this research, comprising four online studies, the authors investigate how the tone of ...voice used by firms (human vs. corporate) influences purchase intentions on social media. Findings suggest that a human tone of voice is not always the firm's best option. Study 1a (N=174) shows that using a human voice, instead of the more traditional corporate voice, can increase a consumer's hedonic value on social media and also purchase intentions. However, that influence of a human voice on purchase intentions is stronger when the consumer is looking at a brand page with a hedonic goal in mind (versus a utilitarian one). Study 1b (N=342) shows that the presence of several negative comments about a brand on social media acts as a boundary condition, nullifying the influence of a human voice on purchase intentions. Studies 2a (N=154) and 2b (N=202) show in different settings that using a human voice can even reduce purchase intentions in contexts of high situational involvement, due to perceptions of risk associated with humanness. The results contribute to the literature surrounding the effects of conversational human voice, while also providing managers with a set of guidelines to help inform and identify which tone of voice is best adapted to each communications scenario.
•The tone of voice used by firms influences purchase intentions on social media.•Four online studies investigate the influence of human vs. corporate tone of voice.•A human tone of voice increases purchase intentions in hedonic, low-risk contexts.•The influence of the tone of voice is weakened in utilitarian, low-risk contexts.•A human tone of voice decreases purchase intentions in high-risk contexts.
La consolidación del marketing digital como un medio efectivo de comunicación ha promovido la integración de tecnologías en la recopilación de datos masivos de los clientes valiosos para las ...organizaciones en la toma de decisiones. Este trabajo tiene como objetivo explorar los factores que influyen en la aceptación del marketing digital en las pymes de Medellín, Colombia. La metodología plantea un ejercicio de tipo no experimental, transversal, con un alcance descriptivo y un enfoque cuantitativo mediante la aplicación de un cuestionario a ciento viente pymes pertenecientes al sector industrial y de servicio. Los hallazgos indican que los factores que influyen en la aceptación del marketing digital en pymes son las ventajas percibidas frente al uso de marketing digital, aceptación de este como medio de comunicación con el cliente y la experiencia de uso percibida. También se identificó que este segmento empresarial utiliza mayoritariamente las redes sociales y el marketing por correo electrónico como herramientas de marketing digital para tener un acercamiento con sus clientes.
The art of sculpting is a craft as a branch of the creative economy that focuses on the skill of expressing ideas, thoughts, intellectual works on wood media so as to create products with aesthetic, ...unique, symbolic, interesting, philosophical meaning and marketability. The lack of knowledge and skills related to the management and business of wood carving makes it interesting to carry out comprehensive empowerment in increasing the potential of carving art in Mas Village, Ubud District. The aim of this community service is to overcome partner problems by helping partners and offering solutions according to the service's field of knowledge. The method of implementing service begins with a location survey, observation, questions and answers regarding the business situation and problems faced. Furthermore, offering solutions in the form of socialization, training, implementation, mentoring, evaluation and sustainability. As a result of the dedication and implications of the program that the 10 members of the sculpture group participated in, they were able to develop knowledge, managerial skills, digital marketing and simple technology-based production. These results can be identified from the results of valid participant questionnaires.
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