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.
PurposeThis paper aims to measure the intention to use digital marketing strategies to enhance the performance of tourism business as well as the extent of digital renovation applications in tourism ...for sustainable business in a new normal era.Design/methodology/approachThis paper is an insight from the existing relevant literature on the tourism business from time immemorial. The conceptual framework of this study is designed based on previous studies of digital marketing practices for tourism businesses. Furthermore, data were collected from 270 respondents, of which the valid response rate is 72.97%. Partial least square (PLS)-structural equation modeling (SEM) is used to validate the conceptual framework and hypotheses testing.FindingsAmong the nine hypotheses path, seven were supported. This study result shows that perceived usefulness, perceived ease of use, social media marketing and tourism business performance are critical factors for adopting digital marketing in tourism. Thus, tourism service providers' intention has a positive impact to meet the expectation of tourists and adoption of digital marketing.Research limitations/implicationsThe study's results will assist tourism researchers and service providers in understanding an authentic relationship between digital practices of tourism business and tourist satisfaction. In addition, the legacy of tourism business through digital marketing empowers the owner and community.Originality/valueThe study is the first to explore the relationship between tourism business performance and digital marketing during the new normal era for the empowerment of local community and expanded business in tourism sector.
Unhealthy food and non-alcoholic beverage marketing (UFM) adversely impacts children's selection and intake of foods and beverages, undermining parents' efforts to promote healthy eating. Parents' ...support for restrictions on children’s exposure to food marketing can catalyse government action, yet research describing parent concerns is limited for media other than television. We examined parents' perceptions of UFM and their views on potential policies to address UFM in supermarkets and on digital devices – two settings where children are highly exposed to UFM and where little recent research exists. We conducted in-depth interviews with sixteen parents of children aged 7-12 from Victoria, Australia, analysing the data thematically. Parents perceived UFM as ubiquitous and viewed exposure as having an immediate but temporary impact on children’s food desires and pestering behaviours. Parents were concerned about UFM in supermarkets as they viewed it as leading their children to pester them to buy marketed products, undermining their efforts to instil healthy eating behaviours. Parents generally accepted UFM as an aspect of contemporary parenting. Concern for digital UFM was lower compared to supermarkets as it was not directly linked to pestering and parents had limited awareness of what their children saw online. Nevertheless, parents felt strongly that companies should not be allowed to target their children with UFM online and supported government intervention to protect their children. While parents supported government policy actions for healthier supermarket environments, their views towards restricting UFM in supermarkets varied as some parents felt it was their responsibility to mitigate supermarket marketing. These findings could be used to advocate for policy action in this area.
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Improving the family economy for the PKK group in Sawojajar Village, Kedungkandang District, Malang City is an effort to empower families. Improving skills by utilizing and developing existing ...potential aims to increase family income. Shibori is one of the arts from Japan, starting to be widely known and in demand in Indonesia. Shibori making, by making a pattern on a cloth is created through the process of immersing it in dyes. The purpose of this service is to develop Shibori cloth crafts and to develop marketing through digital marketing so that have better economic value. This community service program uses methods in the form of training and demonstrations, namely demonstration and demonstration of certain processes, conditions, and conditions that are being carried out to provide learning or understanding to participants. The training on making Shibori batik consists of a preparation stage, a training implementation stage, and an evaluation of the process and results. The training received a positive response from partners participating in these activities. The results of the training are increased knowledge and new insights for partners and their creativity. This is evidenced by the formation of various types of batik motifs and knowledge of digital marketing, and sales increased by 100% in 4 months with the establishment of a marketing system through social media and marketplaces so that partners can experience an increase in economic terms.
The fourth industrial revolution is making possible augmented reality (AR), which has the potential, among other things, to alter profoundly the ways in which individuals purchase and consume goods. ...Yet despite significant growth in the AR industry, the impact of this technology on consumers and other stakeholders in the retail environment has been little explored. In particular, the influence of anthropomorphism on consumers’ perceptions of AR in the retail environment remains poorly understood. Specifically, randomly selected adults (n = 319) participated in a field based retail shopping experience using augmented reality on a mobile device, the findings presented here demonstrate that anthropomorphism indeed influences consumers’ experiences of AR and their attitudes toward brands that use it. This study therefore has important theoretical implications as well as practical implications for managers. We begin by elaborating a theory of anthropomorphism in the context of retail marketing that can account for consumers’ perceptions of AR in general. We then discuss how our findings can assist managers in the retail sector in leveraging the anthropomorphisation of AR as part of the effort to build effective relationships with their customers. Our findings further suggest that brands benefit when managers make AR a key part of the retail experience.
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
This article explores the role of Artificial Intelligence (AI) in digital marketing and how it can revolutionize the industry in the future. The rapid advancement of AI technology has profoundly ...impacted digital marketing strategies. By examining the changes AI has already brought about and forecasting its future impact, we aim to gain insights into the evolving landscape of digital marketing. For this purpose, semi-structured in-depth interviews were conducted to identify upcoming trends and opportunities in AI's progress in digital marketing, identify AI's applications in digital marketing, and examine the ethical considerations and future directions of the use of AI in digital marketing. The insights from this research contribute to a deeper understanding of how AI can be effectively harnessed in digital marketing while ensuring ethical practices and staying ahead of industry advancements
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