Travel from Traditional Marketing to Digital Marketing

Durmaz, Yakup; Efendi̇oğlu, İbrahim Halil

doi:10.34257/gjmbrevol22is2pg35

Cited by 37 publications

(29 citation statements)

References 2 publications

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“…In the non-digital (traditional) marketing strategy, film promotion is generally conducted by exhibiting a movie trailer in theaters or paid advertising in newspapers and magazines. However, the current advertising practice has utilized websites for promoting films (Durmaz & Efendioglu, 2016).…”

Section: Discussionmentioning

confidence: 99%

Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia

Afifah

Daud

Mulyadina

2022

GADJAH MADA INT. J. BUS.

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A trailer is a brief description of a film and provides a 1 to 3 minute cinematic experience that displays images from the film to influence consumer behavior. This research was conducted to propose a conceptual model regarding affective, cognitive, and environmental responses to viral marketing, which are moderated by audience behavior, for the movie trailer of “Spiderman: Far from Home.” The film was released in July 2019 by Marvel Cinematic Universe (MCU). This study adopted the wheel of consumer analysis to bridge the research gap. An online survey was forwarded to 200 respondents using structured questionnaires through social media sites, such as Line, WhatsApp, Facebook, and e-mail. The data were then analyzed using structural equation modeling (SEM). The results showed that the audience’s affective, cognitive, and environmental responses significantly influenced viral marketing. The results further indicated that the audience’s behavior was not a moderating variable, as the significance level was less than 0.05. The results can contribute to determining social media marketing strategies for promoting film trailers that are beneficial for companies, especially in Indonesia. Therefore, the companies can grow and become more competitive in the film industry. Although this study discusses viral marketing in the film industry, the results can also contribute to other industries, in order to increase the popularity of their products.

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Section: Discussionmentioning

confidence: 99%

Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia

Afifah

Daud

Mulyadina

2022

GADJAH MADA INT. J. BUS.

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“…An economy aims at growth which indirectly or directly motivates startups growth as well. Strategies [40] such entrepreneurs struggle to market their unique strategic ideas into the platform ahead of customers with the fear of lack of funding that would incur losses. Marketing transformational change has helped them be confident and implement ideas with less funds and more benefits [41].…”

Section: Digital Marketing Strategiesmentioning

confidence: 99%

“…Fig. 1: Aim of Traditional Marketing Source: Durmaz, Y., & Efendioglu, I. H. (2016) [40]. Traditional marketing aims for working within one's comfort zone whereas, marketers aim for doing something extraordinary that is not within the boundaries of comfort zone.…”

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confidence: 99%

Performance of Startups through Digital Marketing

Dsouza

Panakaje

2023

IJCSBE

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Purpose: Adoption of self-employment among the youth has introduced a sense of responsibility to stand on the own feet to earn the daily bread for every families. People have come forward to start their own businesses to earn daily income due to which employment opportunities have generated. This study focuses on the granular level study of how startups emerge, causes for the startups to adopt digital marketing to reach a wider section of the society by analysing the past and present thus forecasting the upcoming future. The study involves ABCD analysis as well to dive in depth of various Advantages, Benefits, Challenges and Demerits of digital marketing adoption by startups. Approach: The present study of startups involved with digital marketing to fight against various constraints that challenge them, the semi-systematic study is conducted analysing different secondary sources such as articles, journals and publications on ResearchGate Publication, Google Scholar publication, Srinivas Journal Publication, SSRN, so on to have a macro-view of the present situation. Result: Digital marketing is a motivating factor for people to start their own businesses. There is a larger scope in the current times for still many more people to start their businesses to become entrepreneurs. Just like children aim to become doctors, engineers, pilots and Government officers, in a similar way, people aim of becoming entrepreneurs. Thus, there is a wide scope for institutions to come up with different courses, educational subjects that educate students with different fields, aspects, and subjects of marketing with startups. Practical Implications: The study of performance of startups through digital marketing is a source of base to conduct further analysis for students, researchers, educators, teachers and readers to further conduct similar or other new study on startups and digital marketing topics. This case study holds a complete in-depth understanding of reasons that motivate businessmen to survive in the market in this challenging era. Originality: Based on secondary research, the study has been conducted by referring to various articles, case studies and publications that have been already published with thorough research. Author finds that the referred articles themselves are published after studying different articles by their respective authors after which they have been published. Studying the published articles and case studies acts as a pillar of support for the case study of startups performance through digital marketing. Paper type: Case Study Purpose: Adoption of self-employment among the youth has introduced a sense of responsibility to stand on the own feet to earn the daily bread for every families. People have come forward to start their own businesses to earn daily income due to which employment opportunities have generated. This study focuses on the granular level study of how startups emerge, causes for the startups to adopt digital marketing to reach a wider section of the society by analysing the past and present thus forecasting the upcoming future. The study involves ABCD analysis as well to dive in depth of various Advantages, Benefits, Challenges and Demerits of digital marketing adoption by startups. Approach: The present study of startups involved with digital marketing to fight against various constraints that challenge them, the semi-systematic study is conducted analysing different secondary sources such as articles, journals and publications on ResearchGate Publication, Google Scholar publication, Srinivas Journal Publication, SSRN, so on to have a macro-view of the present situation. Result: Digital marketing is a motivating factor for people to start their own businesses. There is a larger scope in the current times for still many more people to start their businesses to become entrepreneurs. Just like children aim to become doctors, engineers, pilots and Government officers, in a similar way, people aim of becoming entrepreneurs. Thus, there is a wide scope for institutions to come up with different courses, educational subjects that educate students with different fields, aspects, and subjects of marketing with startups. Practical Implications: The study of performance of startups through digital marketing is a source of base to conduct further analysis for students, researchers, educators, teachers and readers to further conduct similar or other new study on startups and digital marketing topics. This case study holds a complete in-depth understanding of reasons that motivate businessmen to survive in the market in this challenging era. Originality: Based on secondary research, the study has been conducted by referring to various articles, case studies and publications that have been already published with thorough research. Author finds that the referred articles themselves are published after studying different articles by their respective authors after which they have been published. Studying the published articles and case studies acts as a pillar of support for the case study of startups performance through digital marketing. Paper type: Case Study

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“…Online advertising utilizing social media, networking sites, emails, mobile phone texts, and applications (apps) opened the door for Ecommerce (Dwivedi et al, 2021). Durmaz and Efendioglu (2016) reported that customers through digital marketing easily and quickly reach their needs from products. Therefore, researchers developed quantitative and qualitative key performance indicators for digital marketing in order to achieve a consensus on the use and measurement of these indicators (Saura et al, 2017).…”

Section: Digital Marketingmentioning

confidence: 99%

Factors affecting Arab consumers' attitudes toward online shopping in light of COVID-19: the moderating role of digital marketing

Salem

Baidoun

Sharekh

et al. 2022

JEIM

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PurposeIn both developed and developing countries, the COVID-19 pandemic has created a new generation of first-time online shoppers. More significantly, academics and practitioners believe that the shift to online shopping will continue in the years to come. Therefore, the purpose of this study was to examine the role of digital marketing tools as a moderator variable between the independent variables (i.e. consumption patterns, lifestyle, level of income, and payment methods) and dependent variable (i.e. the consumer's attitude towards online shopping) during the COVID-19 pandemic time in Arab countries.Design/methodology/approachA structured and self-administered online survey has targeted online shopping users in six different Arab countries based on a snowball and convenience sample. In total, 577 useable questionnaires were analyzed.FindingsThe findings show a significant positive relationship between the independent variables (i.e. consumption patterns, lifestyle, level of income, and payment methods) and the dependent variable (i.e. consumer attitude towards online shopping). Furthermore, the results reveal that the positive relationship between the independent and dependent variables is strengthened by the existence of the moderator variable, the digital marketing tools.Research limitations/implicationsThis study was based on cross-sectional data collection, rather than a longitudinal study and collected data from six Arab countries. It is suggested that future research should expand the survey in more similar countries to broaden the database for further generalizations and use a longitudinal approach to better assess changes in attitudes over time. In addition, this study focused on the issue from a consumer's viewpoint, so it is recommended that future research could be conducted, but from the viewpoint of marketing managers.Practical implicationsThis study represents a further deeper insight into consumer behaviour; it advocates giving more emphasis on organizations' awareness of their customers' consumption pattern, lifestyle, level of income, and payment method. The findings of this study can help managers and marketers to design a promotional mix to improve consumer's behaviour towards online shopping. The results suggest paying more attention to the high relevant effect of the consumption pattern, lifestyle, level of income, and payment method on the consumer attitude towards online shopping.Originality/valueThis paper is one of the few attempts that investigated consumer attitudes toward online shopping in the Arab world. Importantly, it identified the drivers of online shoppers' attitudes in the Arab world. This may be used to develop and implement e-marketing strategies. Furthermore, this paper examines the role of digital marketing as a moderator variable to provide empirical evidence to the body of knowledge of these drivers during the COVID-19 pandemic time in the Arab countries.

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Travel from Traditional Marketing to Digital Marketing

Cited by 37 publications

References 2 publications

Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia

Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia

Performance of Startups through Digital Marketing

Factors affecting Arab consumers' attitudes toward online shopping in light of COVID-19: the moderating role of digital marketing

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