E-resources
Peer reviewed
Open access
-
Rizvanović, Belma; Zutshi, Aneesh; Grilo, Antonio; Nodehi, Tahereh
Technological forecasting & social change, January 2023, 2023-01-00, Volume: 186Journal Article
The contemporary market positions digital marketing as a powerful mediator between efficient digital interaction, data interpretation opportunities, and business growth, while extending its impact potential to tackle different growth challenges. As start-ups usually have limited resources and struggle with customer engagement, retention, and other growth challenges, the low investment and dynamic elements of digital marketing tools can be used to support constructive digital interactions impacting start-up growth. Consequently, these links have outlined an extended digital marketing impact in the areas which build on marketing and sales and influence growth components such as product & market testing, customer engagement, and partnership development. Through a systematic literature review, we present a holistic overview encompassing start-up growth areas that use digital marketing. We also discuss how digital marketing efforts complement the start-up maturity. Furthermore, we analyze the differences in B2B and B2C digital marketing usage and discuss how emerging technologies impact digital marketing. The link between the extended digital marketing impact, start-up challenges, and growth areas result in the identification of start-up growth drivers supported by digital marketing. We propose a Macro-Dynamic framework identifying the start-up growth drivers from product, market, team, and finance areas and digital marketing tactics connected to the identified growth drivers. •Systematic overview encompassing start-up growth drivers from digital marketing perspective•Identifying how digital marketing activities can complement the start-up maturity process•Designed Macro-dynamic framework of 15 growth drivers with corresponding digital marketing tools/tactics•Framework utilization - a practical/ strategic tool of using digital marketing activities for start-up growth (drivers)
Shelf entry
Permalink
- URL:
Impact factor
Access to the JCR database is permitted only to users from Slovenia. Your current IP address is not on the list of IP addresses with access permission, and authentication with the relevant AAI accout is required.
Year | Impact factor | Edition | Category | Classification | ||||
---|---|---|---|---|---|---|---|---|
JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Select the library membership card:
If the library membership card is not in the list,
add a new one.
DRS, in which the journal is indexed
Database name | Field | Year |
---|
Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
---|
Source: Personal bibliographies
and: SICRIS
The material is available in full text. If you wish to order the material anyway, click the Continue button.