DIGITAL MARKETING AND IT’S IMPACTS (2021)

Abstract
The purpose of this review paper is to study the impact of digital marketing and how
important it is for both consumers and marketers. This paper begins with an introduction
of digital marketing and then it highlights the mediums of digital marketing, the
difference between traditional and digital marketing, and the pros, cons, and importance
of digital marketing in today’s era. The world is shifting from analog to digital and
marketing is no exception. As technology development is increasing, the use of digital
marketing, social media marketing, search engine marketing is also increasing. Internet
users are increasing rapidly and digital marketing has profited the most because it
mainly depends on the internet. Consumer’s buying behavior is changing and they are
more inclined towards digital marketing rather than traditional marketing.

Digital Marketing: A Review (2021)

Abstract
Digital marketing is the marketing of products or services using digital technologies,
mainly on the Internet, but also including mobile phones, display advertising, and any
other digital medium. Digital marketing's development since the 1990s and 2000s has
changed the way brands and businesses use technology for marketing. As digital
platforms are increasingly incorporated into marketing plans and everyday life, and as
people use digital devices instead of visiting physical shops, digital marketing
campaigns are becoming more prevalent and efficient. This paper mainly focuses on
conceptual understanding of digital marketing, how digital marketing helps today’s
business and some cases in the form of examples.
Effectiveness of Online Marketing Tools: A Case Study (2021)

Abstract
Offline marketing strategies are widely used; however, they are facing tough challenges
from online marketing which has limitless options and proffers enormous amount of
possibilities. With voluminous growth of Internet users and growing trend of online
marketing, it seems indispensable to run a business without online presence. This is
due to the fact that ‘consuming in shops’ is changing to ‘online consuming’. Companies
are using different online marketing strategies to attract prospective buyers. Different
tools and techniques are used to influence the purchasing decision of consumers. This
case study on online marketing, research through survey and analysis of data received
from respondents is still in its embryonic stage, and it is conducted to find the
effectiveness of tools and techniques—online chat assistance, email advertisement, and
word of mouth—causing opinion/decision change of prospective buyers. Marketers
have to retain old loyal customers and evolve strategies to attract new prospective
buyers.

Role of Social Media Marketing Activities in Influencing Customer Intentions: A

Perspective of a New Emerging Era (2021)

Abstract
The aim of this study is to explore social media marketing activities (SMMAs) and their
impact on consumer intentions (continuance, participate, and purchase). This study also
analyzes the mediating roles of social identification and satisfaction. The participants in
this study were experienced users of two social media platforms Facebook and
Instagram in Pakistan. A self-administered questionnaire was used to collect data from
respondents. We used an online community to invite Facebook and Instagram users to
complete the questionnaire in the designated online questionnaire system. Data were
collected from 353 respondents, and structural equation modeling (SEM) was used to
analyze the data. Results show that SMMAs have a significant impact on the intentions
of users. Furthermore, social identification mediates the relationship between social
media activities and satisfaction, and satisfaction mediates the relationship between
social media activities and the intentions of users. This will help marketers how to attract
customers to develop their intentions. This is the first novel study that used SMMAs to
address the user intentions with the role of social identification and satisfaction in the
context of Pakistan.

ONLINE MARKETING OF SMALL AND MEDIUM ENTERPRISES IN SAMAR,

PHILIPPINES (2021)

Abstract
Marketing is considered an important strategy in attaining the business objectives. With
this, efficient tools are significant to achieve those objectives. Today, the Internet and
web technologies facilitate efficient and effective marketing activities. Literatures
showed that many business organizations are using online marketing to promote and
advertise their products and services. The importance of online marketing has prompted
the researchers to conduct this study. This study aimed to assess the status of the
Small and Medium Enterprises (SMEs) in the province of Samar in adopting online
marketing. It employed the descriptive research design. The questionnaire was used as
the primary research instrument to gather data. The respondents of the study included
the business owners and operators of Small and Medium Enterprises (SMEs) and
online customers in the province of Samar. The results showed that the
products/services offered by SMEs were mostly food products, clothes, shoes, jewelry,
and groceries. The commonly used marketing tool by SMEs was tarpaulin. The most felt
problem encountered by SMEs in the marketing of products was financial issues.
Moreover, the majority of the SMEs revealed that they were likely to adopt online
marketing. Overall, the results showed that there is a presence of strong demand for
online marketing in the province of Samar. Therefore, SMEs in Samar are willing to
adopt online marketing despite the uncertainties and problems identified in the study.
The Impact of Digital Marketing on Customer Buying Intention of Customers in
the Philippines (2022)

Abstract
Digital marketing is arguably one of the preeminent marketing strategies utilized by
today's vast number of businesses and companies. This strategy offers tools that
enable them to promote their products to a much larger audience as it encompasses
geographical boundaries. Also, it can build better relationships with customers since the
content is customized to their liking. In the current study, the researchers aimed to
determine how digital marketing affects the consumer behavior of Filipinos, specifically
customer engagement and purchase intention. The following hypotheses were
formulated: (H1) Social Media has a significant impact on Customer Engagement. (H2)
Social media has a significant impact on purchase intention. (H3) Email marketing has a
significant impact on customer engagement. (H4) Email marketing has a significant
impact on purchase intention. (H5) Customer Engagement has a significant impact on
purchase intention. A total of 334 respondents were surveyed online, and data was
analyzed through the SPSS software. By the end of the research, it was found that
digital marketing strategies, specifically social media marketing and email marketing,
effectively generate purchase intention from Filipino consumers. This is aided by the
customer engagement triggered by the advertisements presented on Facebook and
their email. The researchers recommend further research on the topic but to branch out
to other strategies and tactics of digital marketing since the current study focused solely
on Facebook and email.

Research on the Effect of Online Marketing Based on Multimodel Fusion and

Artificial Intelligence in the Context of Big Data (2022)

Abstract
Traditional online marketing methods use a single model to predict the advertising
conversion rate, but the prediction results are not accurate, and users are not satisfied
with the recommendation results. Therefore, this paper proposes an online marketing
method based on multimodel fusion and artificial intelligence algorithms under the
background of big data. First, it introduces big data technology and analyzes the
characteristics of network advertising marketing model (RTB). Second, combined with
multitask learning and fusion technology to improve the single model in advertising
conversion rate prediction effect, prediction results to further improve the accuracy of
results. Then, tF-IDF technology in artificial intelligence algorithm is used to measure
the importance of advertising words in online marketing and calculate the contribution
degree. Finally, according to XGBoost technology, the multitask fusion model of online
marketing effect is classified. Experiments are used to analyze the effect of online
marketing. Experimental results show that the proposed method can improve the
accuracy of advertising conversion rate prediction and online sales of goods.

The Effect of Digital Marketing Transformation trends on consumers’ purchase

intention in B2B businesses: The moderating role of brand awareness (2022)

Abstract
Digital marketing transformation is one of the important elements in a business’s
long-term plan. Furthermore, choosing the most optimizing and suitable marketing
strategy is not really simple with B2B enterprise. Based on the theory of planned
behavior and the theory of consumer behavior, this study aims to explain the effects
digital marketing forms on customer attitudes toward digital marketing and purchase
intention. Research sample with a size of 210 potential customers, from the important
people in the B2B purchasing chain at the enterprise. After being tested through partial
least squares structural equation modelling techniques, resulted in 3 out of 4 digital
marketing forms were rated as important and appropriate. Furthermore, the study also
explored that brand awareness only moderates the relationship between attitude toward
digital marketing and customer purchase intention. The results would help managers
have the right direction for the business strategy to adapt and develop the business
despite any difficult circumstances.
A Study on the Evolution of Digital Marketing (2023)

Abstract
Digital marketing in the growing world has paved the way for many small-scale
businesses to reach every corner of the geographic locations that they could not
reach physically. The study focuses on the digital marketing usefulness based on
past trends, in forecasting the near future trends in emerging markets when it comes to
evolution of digital marketing, the effect of COVID-19 on digital marketing, comparison
of past, present and scope for future businessmen to analyze the market to launch
digital platform. SWOT analysis is also an integral part of this study as an attempt to
dive in depth of positive and negative sides of digital marketing.