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Type of the article: Research Article AbstractThis study examines the state of digital marketing management among small and medium-sized enterprises (SMEs) in Ukraine under conditions of prolonged economic instability a...

Digital marketing shapes each moment of the contemporary travel journey, yet limited evidence still obscures how individual tactics foster purchase decisions. This conceptual study will develop an integrative framework t...

Purpose: This study examines the influence of digital marketing and destination image on tourists’ visit decisions, with tourist trust positioned as a mediating variable in tourism destinations. Method: This study adop...

Pemanfaatan digital marketing menjadi kebutuhan penting bagi UMKM untuk meningkatkan efektivitas promosi dan memperluas jangkauan pasar. Namun, UMKM Bismillah Outlet Hijab masih menghadapi kendala dalam pengelolaan data ...

Background: In a volatility, uncertainty, complexity and ambiguity (VUCA) business environment, the survival of small, medium and microenterprises (SMMEs) depends on adopting adaptive, customer-focused marketing strateg...

Type of the article: Research Article AbstractLivestream commerce has become an increasingly important channel in digital fashion retail because it integrates entertainment, interaction, and real-time purchasing within ...

This study explores the digital transformation practices of rural micro, small, and medium enterprises (MSMEs) food processing products associated with the Kediri Young Entrepreneur (KYE) Association. This study investig...

This article examines the concept of Generative Engine Optimization (GEO) in the context of the transformations enabled by the integration of generative artificial intelligence into contemporary information search an...

This study aims to systematically examine the role of influencer marketing in building consumer trust within the context of digital marketing. The rapid growth of social media has transformed marketing strategies, positi...

The rapid growth of the digital economy has reshaped employment trends, demanding new digital skill sets to thrive in the modern digital economy. The current study examines the impacts of three essential factors of the d...

This study examines the role of influencers in digital marketing, focusing on Generation Z, who are highly responsive to social media content and trust-based interactions. Dr. Tirta, a credible doctor and sports figure, ...

Although digital transformation in port management has been widely discussed, previous studies have not extensively examined how organizational capabilities translate into performance through digital adoption at ports. T...

Experiential marketing has emerged as a critical paradigm shift, redefining value creation in the tourism industry from functional transactions to immersive emotional engagements. This study explores this transition by e...

This study investigates how functional and psychological barriers influence Vietnamese consumers' attitudes toward metaverse marketing, with a specific focus on luxury brand preference. The research draws on two theories...

Javanese pop music holds significant potential to enter the global market; however, comprehensive marketing strategies for this genre remain underexplored in academic literature. The main issue addressed in this study is...

The housing industry in Jember Regency is experiencing a rapid urbanization phenomenon with a backlog of millions of units, where PT Kinansyah Group has managed to dominate the market through adaptive marketing expansion...

Abstract Vitamin D deficiency is a growing public health concern among young women. Despite its essential role in bone health and immune function, behavioral barriers limit supplementation. This study evaluated the effec...

In the ever-evolving digital era, businesses must face rapid and complex changes. New technologies, changing consumer behavior, and global challenges require business actors to have sound adaptation strategies. However, ...

Marketing via social media has fast communication and diverse consumers. The research applies the Pleasure-Arousal Dominance (PAD) Model to show the influence of pleasure to explain the influence of stimulation on a pers...

This study investigated the factors influencing the adoption of digital technology among young farmers in Indonesia using survey data from 345 young farmers in Bogor Regency. Data were collected through a structured ques...

This study examines how specific antecedents of social media influencers (SMIs) and artificial intelligence (AI) chatbots bolster customer engagement, which subsequently shapes online shopping intention within emerging d...

This research examines how Artificial Intelligence (AI) is used in adapting customer engagement in e-commerce in Malaysia. Many companies are turning to chatbots, recommendation systems, and personalized analytics in AI ...

This study evaluated the effectiveness of podcasts as a strategic marketing tool for fitness clubs, focusing on their integration into marketing strategies, role in member engagement and retention, and audience perceptio...

This article provides an in-depth exploration of the phenomenon of surveillance capitalism within the framework of the global digital economy, with particular attention to the Ukrainian context. It examines how personal ...