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Articles 1 - 7 of 7
Full-Text Articles in Business
Amplifying Southern Charm: A Case Study On Visit Music City’S Digital Media Practices, Susanna Cleary Honggui Hoffman
Amplifying Southern Charm: A Case Study On Visit Music City’S Digital Media Practices, Susanna Cleary Honggui Hoffman
Experience Industry Management
Digital marketing has become a vital player for companies, especially destination marketing organizations (DMOs), by helping them grow and expand their brand image. Digital marketing includes email, social media, and search-engine marketing. The purpose of this study was to examine Visit Music City’s (Nashville’s DMO) digital media marketing tactics. Nashville Convention & Visitors Corp (NCVC) is the company that is behind the brand Visit Music City. The research was conducted utilizing information from NCVC’s website and social media platforms (Facebook, Instagram, Pinterest, Twitter, TripAdvisor, and YouTube). Visit Music City sends a weekly newsletter called Amplify, they have a strong social …
Launching An Online Boutique And Analyzing Digital Marketing Strategies Used, Kayla Weyers
Launching An Online Boutique And Analyzing Digital Marketing Strategies Used, Kayla Weyers
Honors Theses
Digital marketing is becoming more relevant and widely used in the marketing industry. In order to use the marketing skills that I have learned through my marketing major in a real-world scenario, I launched an online women’s clothing store called Ash + Grae. This paper examines the start-up process and legal obstacles of opening a small business. It also analyzes the different marketing techniques by comparing digital marketing strategies such as social media, influencer, email, and SEO marketing.
Analysis Of International Hotels’ Social Media Strategies, Gökhan Şener, Cihan Cobanoglu
Analysis Of International Hotels’ Social Media Strategies, Gökhan Şener, Cihan Cobanoglu
Journal of Mediterranean Tourism Research
The hospitality industry and customer behaviors are unceasingly due to technology. Social media is thoroughly used by many people globally today and is a primary digital form of communication that includes these developments regarding hospitality, which is discernible in the most recent way. Eminently, it is being browsed for recreation, providing notable information and promotion for businesses. Social media generates outstanding opportunities for corporations to run critical digital marketing strategies. One of the essential considerations of enterprises is to grow their sales volumes, and advertising on digital platforms is a much more operative approach than any other platform nowadays, so …
Playing The Game: Video Games And Video Game Streaming Platforms As Marketing Communication Channels, Roman Welden
Playing The Game: Video Games And Video Game Streaming Platforms As Marketing Communication Channels, Roman Welden
Doctoral Dissertations
While video games are generally viewed as a form of entertainment for a small subset of people, in reality they provide a channel for nearly 3.2 billion people to interact with others and offer multiple pathways for marketers to interact with consumers. Pair this alongside 140 million unique consumers who consumer nearly 24 billion hours of content on video game streaming platforms (VGSPs), such as Twitch, and there is a deep need for marketers to understand how to engage consumers in these environments. This dissertation provides a conceptualization of the video game ecosystem as well as the types of influencers …
The Effect Of Digital Marketing Implementation Through Location-Based Advertising On Customer's Purchase Intention: A Case Of Fmcg Products In Karachi, Maira Junejo, Iqra Anwar Shah
The Effect Of Digital Marketing Implementation Through Location-Based Advertising On Customer's Purchase Intention: A Case Of Fmcg Products In Karachi, Maira Junejo, Iqra Anwar Shah
3rd IBA SBS International Conference 2024
The intended research will target the problem of lack of LBA application and ineffective utilization of LBA in mobile advertising in digital marketing. Not much focus has been given to this area of marketing in the existing literature as well as practice in the context of the FMCG sector in Karachi, Pakistan. Wibisurya (2018) alluded that LBA has the potential to positively influence a consumer’s behavior towards a type of advertisement being carried out. However, FMCG marketers show a significant lack of interest in the domain. Moreover, LBA performed through SMS advertising increases two-way communication between consumers and FMCG brands, …
Investigating Instagram Marketing Strategies For Nonprofit Donor Engagement During The Covid-19 Pandemic, Annabella Cobos
Investigating Instagram Marketing Strategies For Nonprofit Donor Engagement During The Covid-19 Pandemic, Annabella Cobos
Undergraduate Honors Thesis Collection
The implications of the COVID-19 pandemic have led to a profound shift in various industries around the world, the non-profit industry being one of them. In this research the author virtually interviewed four participants with experience in marketing from three non-profit organizations to determine what strategic components of Instagram marketing worked best to influence donations during the COVID-19 pandemic. The changed marketing strategies in the nonprofit industry are the result of changed donor behavior. The results from the interview findings reveal two Instagram marketing strategies were successfully adapted to influence donations during the pandemic: focusing on authentic media to increase …
“Old Boys' Club”: Barriers To Digital Marketing In Small B2b Firms, Justina Setkute, Sally Dibb Prof
“Old Boys' Club”: Barriers To Digital Marketing In Small B2b Firms, Justina Setkute, Sally Dibb Prof
Articles
Despite the widely acknowledged benefits of digital marketing, many B2B SMEs have been slow to adopt these practices. These firms' characteristics and ways of working mean that digital marketing as practiced in B2C or in larger firms may be unsuitable. This paper aims to increase understanding about digital marketing in B2B SMEs, by examining the barriers they face and the digital practices that work for them. A qualitative research methodology is used to focus on these previously unexplored practices in small B2B firms operating with the oil and gas industry. The study identifies the internal and external factors linked to …