Παρακαλώ χρησιμοποιήστε αυτό το αναγνωριστικό για να παραπέμψετε ή να δημιουργήσετε σύνδεσμο προς αυτό το τεκμήριο:
https://hdl.handle.net/20.500.14279/30032
Τίτλος: | The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas | Συγγραφείς: | Makrides, Anna Vrontis, Demetris Christofi, Michael |
Major Field of Science: | Social Sciences | Field Category: | Economics and Business | Λέξεις-κλειδιά: | brand awareness;Digital marketing;international marketing;online customer behavior;SMEs;social media | Ημερομηνία Έκδοσης: | 1-Ιαν-2020 | Πηγή: | Business Perspectives and Research, 2020, vol.8, iss. 1, pp. 4 - 20 | Volume: | 8 | Issue: | 1 | Start page: | 4 | End page: | 20 | Περιοδικό: | Business Perspectives and Research | Περίληψη: | Advertising through digital channels—known as Digital Marketing—is recognized for its transformative impact on companies and for its immense effect on brand–consumer relationships, as it enables interactions with customers at any time and in any place. Based on these realities, this study analyzes several digital platforms and practices that have proven to be effective and assesses digital media dynamics to examine whether they can increase brand awareness on an international level. By employing a survey methodology approach with 200 respondents as a final sample, this study shows that digital marketing represents a huge potential for small- and medium-sized enterprises, giving internationalization a dominant digital attribute. Additionally, the findings reflect the noteworthy and rapid emergence of different digital marketing techniques serving different market segments. Finally, the study discusses the theoretical and managerial implications of the findings and proposes several avenues for future research. | URI: | https://hdl.handle.net/20.500.14279/30032 | ISSN: | 22785337 | DOI: | 10.1177/2278533719860016 | Rights: | © K.J. Somaiya Institute of Management Studies and Research Attribution-NonCommercial-NoDerivatives 4.0 International |
Type: | Article | Affiliation: | University of Nicosia | Publication Type: | Peer Reviewed |
Εμφανίζεται στις συλλογές: | Άρθρα/Articles |
CORE Recommender
SCOPUSTM
Citations
20
34
checked on 14 Μαρ 2024
Page view(s) 20
126
Last Week
0
0
Last month
3
3
checked on 2 Σεπ 2024
Google ScholarTM
Check
Altmetric
Αυτό το τεκμήριο προστατεύεται από άδεια Άδεια Creative Commons