This study aims to explore the relationship between dynamic capabilities and digital marketing. From the literature review on dynamic marketing capabilities, marketing capabilities and digital ...marketing capabilities it is inferred that without considering the denomination, they all include the dynamic component factors. The review also results on the consideration that these capabilities already involve the use of ICTs and digital tools for their development. It is concluded that digital marketing directly supports the marketing capabilities required by the context and therefore the business strategy directed to a better performance of firms. KEYWORDS: Dynamic Capabilitie; Digital Marketing; Marketing Capabilities; Dynamic Marketing Capabilities; Digital Strategy. Este estudio pretende explorar la relacion entre capacidades dinamicas y marketing digital. A partir de la revision de literatura sobre capacidades de marketing dinamico, capacidades de marketing y capacidades de marketing digital, se infiere que, sin considerar la denominacion, todos ellos incluyen los factores componentes dinamicos. La revision tambien resulta de la consideracion de que estos recursos ya implican el uso de TICs y herramientas digitales para su desarrollo. Se concluye que el marketing digital soporta directamente las capacidades de marketing exigidas por el contexto y, por lo tanto, la estrategia de negocios dirigida a un mejor desempeno de las empresas. Palabras clave: Capacidades Dinamicas; Marketing Digital; Capacidades De Marketing; Capacidades Dinamicas De Marketing; Estrategia Digital. Este estudo visa explorar a relacao entre capacidades dinamicas e marketing digital. A partir da revisao de literatura sobre capacidades de marketing dinamico, capacidades de marketing e capacidades de marketing digital, infere-se que, sem considerar a denominacao, todos eles incluem os fatores componentes dinamicos. A revisao tambem resulta da consideracao de que esses recursos ja envolvem o uso de TICs e ferramentas digitais para seu desenvolvimento. Conclui-se que o marketing digital suporta diretamente as capacidades de marketing exigidas pelo contexto e, portanto, a estrategia de negocios direcionada para um melhor desempenho das empresas. PALAVRAS-CHAVE: Capacidades Dinamicas; Marketing Digital; Capacidades De Marketing; Capacidades Dinamicas De Marketing; Estrategia Digital.
This study aims to explore the relationship between dynamic capabilities and digital marketing. From the literature review on dynamic marketing capabilities, marketing capabilities and digital ...marketing capabilities it is inferred that without considering the denomination, they all include the dynamic component factors. The review also results on the consideration that these capabilities already involve the use of ICTs and digital tools for their development. It is concluded that digital marketing directly supports the marketing capabilities required by the context and therefore the business strategy directed to a better performance of firms.
This contribution reviews the vast scope of digital application areas, which shape the digital marketing landscape and coin the present term "marketing intelligence" from a marketing technique point ...of view. Additionally, marketing intelligence as social engineering techniques are described. The review ranges from digital IT- and big data marketing until marketing 5.0 as digitalized trust marketing. The multiplicity of applications and interdependencies of the digital and social techniques reviewed should show that big data and marketing intelligence have already become a marketing reality. It becomes clear that marketing is witnessing a methodological, technical and cultural paradigm shift that augments and amplifies traditional outbound marketing with inbound marketing. KEYWORDS Marketing Intelligence, Digital Marketing, Big Data Marketing, Social Engineering, Marketing 5.0.
We study the impact of electronic markets on small, boutique firms selling
presence
goods or services—goods or services that must be consumed at the selling firm’s location. These firms have recently ...begun to compete on electronic markets by selling goods and services through local daily deal sites, such as Groupon and LivingSocial. We extract publicly available activity and spatial information from Groupon, LivingSocial, Google Maps, and Flickr to construct a unique panel data set to study daily deals offered by restaurants and spa vendors in geographical clusters of concentration in 167 distinct cities. This data set allows us to examine the effect of location on the competition vendors face in electronic markets. We find that as vendors in a particular geographical cluster participate in electronic markets, local competition increases and other vendors in that cluster join the electronic market and deepen discounts in response. However, vendors in other clusters in the same city remain relatively unaffected. We further analyze vendor ratings from Yelp and other infomediaries, to show that lesser known and low-quality vendors utilize the advertising effect of electronic markets to increase their awareness among customers. We further test the moderating effect of horizontal and vertical differentiation among firms in geographical clusters on competition in electronic markets, using measures extracted from UrbanSpoon.com. We find that clusters having lower differentiation experience higher competitive effects of firms joining the electronic market. Our findings provide empirical validation of the analytical results in existing literature in an important and understudied context: competition among small businesses selling presence goods and services. Our results have implications for firms and electronic market platforms.
The online appendix is available at
https://doi.org/10.1287/isre.2017.0754
.
Young adults experience faster weight gain and consume more unhealthy food than any other age groups. The impact of online food marketing on "digital native" young adults is unclear. This study ...examined the effects of online marketing on young adults' consumption behaviours, using energy drinks as a case example. The elaboration likelihood model of persuasion was used as the theoretical basis. A pre-test post-test experimental research design was adopted using mixed-methods. Participants (aged 18-24) were randomly assigned to control or experimental groups (N = 30 each). Experimental group participants' attitudes towards and intended purchase and consumption of energy drinks were examined via surveys and semi-structured interviews after their exposure to two popular energy drink brands' websites and social media sites (exposure time 8 minutes). Exposure to digital marketing contents of energy drinks improved the experimental group participants' attitudes towards and purchase and consumption intention of energy drinks. This study indicates the influential power of unhealthy online marketing on cognitively mature young adults. This study draws public health attentions to young adults, who to date have been less of a focus of researchers but are influenced by online food advertising.
The Research aimed to identify the types of products marketed by the respondents electronically, to identify the marketing methods used by the respondents, and what is preferred, identify the ...contribution of e-marketing in establishing women's own project, to identify the advantages and disadvantages of e-marketing from the point of view of the respondents, to identify the level of economic empowerment of rural women who market their products electronically, to identify the effect of Independent variables on The dependent variable( economic empowerment), and to identify the activities and extension efforts in the field of electronic marketing. The research was based on the social survey approach by selecting a randomly sample of the respondents in Qalyubiya Governorate (90) respondents, (30) respondents with Qalyubiya Facebook groups and (60) respondents were selected through (Open Day) (is a day of rural women show electronic products through Facebook pages). Data were collected during June, July and August 2017 and using frequencies and percentages, Pearson's simple correlation coefficient, Step-Wise analysis to analyze research data. The most important result are as the follows 1- Most of the products that are marketed electronically are clothing (40%), Beauty Products (26.7%), Household products (7.8%), household food (7.8%), indicating Products not related to rural products and its products indicates a change in some purchasing habits in the countryside, which can be traced to electronic marketing. 2-(41.1%) of the respondents marketed their products through social networking sites, while (53.9%) of the sample used the usual marketing methods (such as selling in shops, markets) and the use of social networking sites in marketing. Half of the sample (45.6%) prefer marketing through social networking pages, (23.3%) prefer normal marketing, and (31.1%) prefer to use both methods. 3-The results showed that e-marketing contributed to the establishment of women in their own project. About (55.6%) of respondents said that emarketing was easy to market their products, and (51.1%) of respondents said that emarketing encouraged them to do their own project. 4-The most advantages of electronic marketing from the point of view of the respondents is to interact at any time, and get the largest number of customers, and marketing outside the village, and determine the opinion of the customer easily, easy to spread products and easy access to customers through social networking pages, and it has some disadvantages, the most important of which is the difficulty of inspecting the product to ensure the quality (14.3%). It requires follow-up and continuity to the personal page or the group on which the products are displayed (16.4%), the seasonality of the sale, the absence of a fixed salary (6.7%), and (8.4%) of the respondents mentioned that there are no disad vantages for electronic marketing from their point of view. 5- More than half of the sample (58.9%) is in the average empowerment category, while (37.8%) are in the low category, (3.3%) are in the high empowerment category. 6- The results of the study showed that there are four independent variables of the independent variables, "e-marketing, training, family support, the judgment of the respondents on their project", all of which explain about 41.2% of the variation in the level of economic empowerment of the researchers. 7- All the participants were not exposed to any activities or extension efforts by the extension system.
Objetivo do estudo: o presente trabalho teve o objetivo de analisar como consumidores de meios de hospedagem são influenciados por mídias sociais digitais em seus processos de decisão de compra. ...Metodologia/abordagem: A pesquisa desenvolvida foi exploratória e quantitativa, utilizando coleta de dados por meio de questionários aplicados online em mídias sociais digitais com consumidores de meios de hospedagem. O questionário foi composto por questões de múltipla escolha e uma questão discursiva. Os dados foram analisados por meio de estatística descritiva e, para a questão discursiva, foi utilizada a análise de conteúdo e, depois, construiu-se uma word cloud (nuvem de palavras). Originalidade/Relevância: Com a facilidade de acesso à internet que há atualmente, os consumidores estão assumindo papéis mais ativos no processo de decisão de compra, incluindo as suas cinco etapas: reconhecimento do problema, busca de informações, análise de alternativas, decisão de compra e, por fim, o pós-compra. As mídias sociais digitais possibilitam grande diversidade de possibilidades de busca e acesso às informações diversas, o que gera um novo comportamento de compra nos consumidores diante das mudanças que estão ocorrendo na sociedade. Principais resultados: De acordo com os resultados, os respondentes fazem uso frequente das mídias sociais digitais principalmente para realizarem pesquisas e trocarem informações com outros consumidores, uma vez que as experiências vividas por outros acabam influenciando o processo de decisão de compra de meios de hospedagem. Contribuições teóricas/metodológicas: Para embasar a discussão, foi desenvolvida uma revisão de literatura a respeito de marketing digital e mídias sociais digitais, comportamento do consumidor online e processo de decisão de compra. Concluiu-se que a etapa mais influenciada pelas mídias sociais é a de busca de informações, na qual os consumidores buscam referências para suas decisões de compra de meios de hospedagem. As mídias sociais mais utilizadas para que esses usuários obtenham informações são o WhatsApp, o Instagram e o Facebook, respectivamente. Palavras-chave: Redes Sociais Digitais. Marketing Digital. Meios de Hospedagem. Processo de Decisão de Compra online. Objective of the study: The present study aimed to analyze how accommodation consumers are influenced by digital social media in their purchase decision process. Methodology / approach: The research was exploratory and quantitative, using data collection through online surveys applied in digital social media, with possible accommodation consumers. The survey consisted of multiple-choice questions and one discursive question. Data were analyzed using descriptive statistics and content analysis was used for the open question. Then a word cloud was constructed. Originality / Relevance: With today's easy Internet access, consumers are taking more active roles in the purchase decision process, including its five steps: problem recognition, information seeking, alternative analysis, purchase decision, and finally, the post-purchase. Digital social media enable a multitude of possibilities for searching and accessing diverse information, which generates a new buying behavior for consumers, given the changes that are taking place in society. Main results: According to the results, it was concluded that respondents are making frequent use of digital social media to conduct purchase research and exchange information with other consumers about lodging, so the experiences of others end up influencing the buying decision process of a person. Theoretical / Methodological Contributions: To support the discussion, a literature review on digital marketing and digital social media, online consumer behavior, and the purchase decision process was developed. The most influenced stage by social media is the search for information, in which consumers seek references for their purchasing decisions. The most used social media for these users to get information are WhatsApp, Instagram, and Facebook, respectively. Keywords: Digital Social Media. Digital marketing. Lodging. Online Purchase Decision Process. Objetivo de estudio: analizar cómo los consumidores de medios de alojamiento son influenciados por las redes sociales digitales en su proceso de decisión de compra. Metodología / enfoque: La investigación es de tipo exploratoria y cuantitativa, utilizando la recopilación de datos, a través de cuestionarios aplicados online en las redes sociales digitales, con posibles consumidores de medios de alojamiento. El cuestionario incluía preguntas de opción múltiple y una pregunta abierta. Los datos se analizaron mediante estadísticas descriptivas y, para la cuestión abierta, se utilizó el análisis de contenido y, a seguir, se construyó una nube de palabras ("word cloud"). Originalidad / relevancia: con el fácil acceso actual a la Internet, los consumidores están adoptando roles más activos en el proceso decisorio de compra, incluidos sus cinco pasos: reconocimiento del problema, búsqueda de información, análisis de alternativas, decisión de compra y finalmente, la adquisición posterior. Las redes sociales digitales permiten una multitud de posibilidades para buscar y acceder a información diversa, lo que genera un nuevo tipo de comportamiento de compra en los consumidores, dados los cambios que están teniendo lugar en la sociedad. Resultados principales: los resultados llevaron a la conclusión de que los encuestados están haciendo uso frecuente de las redes sociales digitales para realizar investigaciones e intercambiar información con otros consumidores, puesto que las experiencias de otros terminan influyendo, de alguna manera, en su proceso decisorio de compra. Contribuciones teóricas y metodológicas: para apoyar la discusión, se desarrolló una revisión de la literatura sobre marketing digital, redes sociales digitales, comportamiento del consumidor online y proceso de decisión de compra. Sin embargo, es sabido que la etapa más influenciada por las redes sociales es la de búsqueda de información, en la cual los consumidores adquieren referencias para sus decisiones de compra. Las redes sociales más utilizadas por los usuarios para obtener información son WhatsApp, Instagram y Facebook. Palabras clave: Redes sociales digitales. Marketing digital. Medios de alojamento. Proceso de decisión de compra online.
This research aims to analyze and synthesize the research articles published over the past ten years, from 2012 to 2022, that deal with green marketing and digital marketing. The objective is to ...track the evolution of research in the field and to understand the trends on which the area has been researched during that period. The paper is based on a database of 54 research articles published in the specified period. This paper is not limited to specific journals; only the topics and the period are specified. The database analysis describes the topic and perspective of the article, the methodology used, and the themes, in addition to other factors of the given research. The main finding of this research is the identification of five main themes or categories within the research area: strategies, challenges, promotion, consumers, and digital media. These themes provide valuable insights for practitioners and scholars and ultimately benefit the broader community by providing information on decision-making and promoting sustainability in digital marketing and green marketing. This paper will help researchers better understand the research trends in the field and acquire some up-to-date knowledge about the research related to digital marketing and green marketing.
Purpose
There is an increasing interest in the role of business orientations in relation to why organizations vary in e-marketing adoption. Nevertheless, there is still scant evidence on electronic ...marketing orientation (EMO) within the Small and Medium-sized Enterprise (SMEs) context. This paper aims to shed light on the key factors that affect the degree of e-marketing adoption among SMEs from an organizational orientation perspective.
Design/methodology/approach
The study uses a cross-sectional survey of just over 135 European SMEs. The constructs are measured using multi-item indicators to capture the underlying theoretical domains.
Findings
The results show that EMO in SMEs is a high order construct that consists of three main components, principally: management beliefs, initiation and implementation activities. The degree of EMO is primarily affected by perceived relative advantage and customer pressure.
Research limitations/implications
The study focuses on for-profit SMEs in developed economies. Future researchers may replicate this study using qualitative methods in different contexts (i.e. developing countries) across several technologies and platforms (i.e. websites, internet of things, mobile applications and social media networks).
Originality/value
This study further extends the literature on EMO and provides answers to the questions related to the variation in SMEs’ e-marketing adoption. Practitioners can apply the EMO construct to evaluate their orientation towards e-marketing, and most importantly, to take the required remedial action to improve their performance in digital commerce.
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