![]() Visions and voices on emerging challenges in digital business strategy. Procedia Computer Science, 158, 513–522.īharadwaj, A., El Sawy, O. ![]() A review of digital brand positioning strategies of internet entrepreneurship in the context of virtual organizations: Facebook, Instagram and Youtube samples. Social media marketing in luxury brands: A systematic literature review and implications for management research In Management Research Review, Emerald Group Publishing Ltd., Bingley.īahcecik, Y. ![]() Academy of Strategic Management Journal, 20(2), 1–10.Īrmstrong, G., Adam, S., Denize, S., & Kotler, P. Digital marketing: Implementation of digital advertising preference to support brand awareness. Telematics and informatics, 37, 72–112.Īlamsyah, D. Social media for knowledge-sharing: A systematic literature review. International Journal of Supply Chain Management, 9(3), 1210–1220.Īhmed, Y. The role of digital marketing platforms on supply chain management for customer satisfaction and loyalty in small and medium enterprises (SMEs) at Indonesia. The Marketing Review, 15(1), 39–57.Īdam, M., Ibrahim, M., Ikramuddin, I., & Syahputra, H. Social media as a bridge to e-commerce adoption in SMEs: A systematic literature review. Finally, the main digital marketing strategies are appropriately classified for each phase of the customer journey, and 16 questions for future research in this research area are proposed.Ībed, S. The results reveal that entrepreneurs lack knowledge about the customer journey, the use of the awareness phase, and the knowledge of Big Data tools to boost innovation. Furthermore, different applications of digital marketing techniques by entrepreneurs are discussed, and new applications for each phase are proposed. Based on the results of this analysis, 13 digital marketing techniques are identified along with their use across the five phases of the digital customer journey that are linked to technology transfer and adoption: awareness, engagement, conversion, loyalty, and advocacy. The research bridges a gap in in the existing literature, first by a systematic review of literature using the statistical approach known as Multiple Correspondence Analysis (MCA) under the homogeneity analysis of variance using alternating least squares (HOMALS) framework programmed in the R language. Under this paradigm, the present study aims to identify the use of digital marketing activities by entrepreneurs in their projects at each phase of the customer journey. Moreover, effective execution of marketing intervention in what is referred to as the digital customer journey is essential to achieving business success. The development and use of digital marketing strategies by entrepreneurs is a key element of success for innovative projects.
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