Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 20 of 96 for “"Digital marketing"”.
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The state of digital marketing -- technology and business landscape
Digital marketing has grown rapidly over the last two decades into a multi-billion dollar industry with thousands of companies operating in the space. Its' digital advertisement model has provided crucial economic backbone to support the proliferation of free digital content around the world. …
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Digital marketing : role in new age marketing - revolutionary or evolutionary
This paper is a result of my passion for marketing and a humble attempt to understanding the changes surrounding, and impacting how companies communicate value to their customers and partners. It outlines the evolution process of marketing from being a miniscule function in large companies to a key …
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Digital Marketing and the Culture Industry: The Ethics of Big Data
… marks the pandemic as an accelerant not just of digital marketing posting a year of growth for each month of quarantine but as an accelerant of each major GAFA (Google, Amazon, Facebook, and Apple) firm from market dominance to total dominance (Galloway 2020). Viewing these trends from the …
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Aplicación de analítica digital, marketing digital y nuevas tecnologías en empresas peruanas
… I began my professional development, working in digital analytics and digital marketing consultancy with different companies in the banking and insurance, retail, education, and tourism sectors, among others, where I gained both technical and project management and leadership experience. Among …
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Connections with the Current Generation of College Students Using Digital Marketing Practices
… enrolling their fall class. The problem with the digital generation, also known as the Millennials, is that students have disconnected from the personal touch - the connection that is established between the student, their admissions counselor and the institution. Often it is found that this …
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An analysis of digital marketing strategy in the era of social media in China
This thesis analyzes digital marketing strategies in the era of social media in China. With the development of information technology, the gradual stabilization of China's economic growth, and the catalysis of the epidemic, advertisers need to achieve breakthroughs through more effective marketing …
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Hive thinking : a theory on the evolution of cognitive specialization and applications to digital marketing
… in cognitive types, or personalities. Modern digital systems currently have rudimentary models of human cognition, it is this document's belief that by encoding a typing model our systems will begin to understand and act in a manner more similar to human behavior. The theoretical, more human …
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In search of digital marketing communications success: the case of oil and gas industry B2B SMEs.
The focus of this study is the use and role of digital marketing communications (DMC) among B2B SMEs in the oil and gas industry. In order to understand the role of DMC, which is described as the use of DMC channels, such as website, social media, e-mail and mobile marketing, a comprehensive review …
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Determinants of digital marketing adoption among SME's in the Tshwane Metropolitan Municipality: a structural equation modeling approach
… moderate their high failure rate by leveraging digital marketing strategies. Digital marketing is promoting products and services through digital channels, such as social media, share of experience (SOE), email, and mobile apps using the internet. Digital marketing adoption is an essential tool …
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Analysing the Influence of Digital Marketing on Consumer Perceptions and Actions Within the UK’s Mobile Technology Sector
… The research intended to assess the effect of digital marketing on consumer attitudes and behaviour in the mobile industry in UK. The study reflects its significance by conducting the present research on the contribution of digital marketing and its influence on consumer behaviour and attitudes …
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The influence of digital marketing on the student recruitment process in the private higher education sector in Perú
… of this research was to analyze the influence of Digital Marketing on the student recruitment process in the Private Higher Education Sector in Peru. To do this, the current context of the Higher Education Sector in Peru is described, and the dimensions of digital marketing are explored. The …
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Entrepreneurial marketing orientation: the influence on the adoption and use of digital marketing technology in small tourism businesses.
Digital marketing technology has become an integral part of modern society and has changed communication between businesses and their customers; a change that is rooted in the speed of the evolution of digital technology and its adoption by consumers and businesses. Tourism customers are …
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An exploratory study of the potential for SMEs in New Zealand to learn from Chinese SMEs regarding digital marketing
… New Zealand to Learn from Chinese SMEs regarding Digital Marketing" aims to investigate the potential for improving New Zealand SMEs’ digital marketing capabilities by learning from Chinese SMEs. Digital marketing can increase SMEs’ competitiveness, while digital marketing development and …
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Influence of digital marketing on the growth of Small and Medium enterprises: A Case of Tshwane Metropolitan Municipality, South Africa.
Digital marketing refers to marketing conducted on digital channels such as email, social media, websites, and mobile applications. It has become an important strategy for businesses to connect with consumers and expand their markets. The goal of this study was to explore the influence of digital …
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The Influence of Digital Marketing Strategies on Consumer Buying Behavior: “A Comprehensive Analysis of Marks and Spencer’s Retail in the UK”.
This dissertation researches how digital marketing techniques impact consumer decision-making while purchasing, especially on the UK retail operations of Marks & Spencer. The study examines how different types of digital advertising including social media, email marketing, search engines, and …
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An exploration of the innovation process in small digital marketing agencies in the UK : understanding the social, knowledge and structural capital implications
… research highlighted the imperative for small digital marketing agencies to innovate with limited resources, which provided the grounds for the study. A qualitative approach was used to gain a better understanding of the experience and behaviour of small digital marketing agencies with regard …
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Why is there a lack of digital marketing client-agency trust? An inductive thematic analysis of the contemporary challenges facing client-agency trust relationships
… facing client-agency trust relationships in a digital marketing setting. The digital marketing industry is currently struggling with a crisis of client-agency trust. Research has identified that client trust in digital marketing agencies is declining. However, current scholarly debate has …
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Influencia de las estrategias de marketing digital en el comportamiento de compra de comida rápida en la empresa KFC en la zona de Lima Centro en tiempos de COVID-19
… present research aims to identify which of the digital marketing strategies used by Kentucky Fried Chicken (KFC) is the one that is having the greatest impact on the purchase decision of consumers considering the current environment of the COVID-19 pandemic. Email marketing and social media …
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Estudio de las estrategias del marketing digital y su influencia en la fidelización de los consumidores que realizan compras en supermercados online en Lima Metropolitana
This study aims to determine how digital marketing strategies influence consumer loyalty who make purchases in online supermarkets in Lima Metropolitana. The type of research is applied and has a quantitative approach. For this reason, for the present study, a virtual survey was carried out on 385 …
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Social Media Strategy for the Continuing and Professional Education Program
… outside of a college degree. When it came to marketing these opportunities, CPE relied more on traditional marketing from a lack of digital marketing professionals, creating a weak social media presence. To help elevate their social media presence, a social media marketing strategy approach …
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