Understanding the Impact Mechanism of User Behavior Pattern toward Real Estate APP Platforms in the Post-COVID Era: A Quantitative Analysis

While technology factors are the main driver of the booming real estate APP platforms with important implications for user behavior pattern during and post-pandemic contexts, there is a lack of adequate research. In response, this study explores the user behavior pattern of real estate APP platforms to promote user mental health by taking the real estate APP platforms users as the participants based on theory of technology readiness and acceptance model. Data collected from offline surveys are analyzed using PLS-SEM. The results reveal the technology readiness index positively affects individuals' perceived usefulness and satisfaction, ultimately positively affects individuals' continuance intention with real estate APP platforms;satisfaction with real estate APP platforms mediated the relationship between technology readiness index, perceived ease of use, perceived usefulness, and individuals' continuance intention with real estate APP platforms. However, the group comparison finds no significant difference in user behavior patterns by gender. The contribution of this study is to reveal the influence mechanisms of digital technology on users' behavioral patterns toward real estate APP platforms, which can help guide the sustainable development of real estate APP platforms and promote user mental health and wellbeing in the post-COVID era.

THE IMPACT OF DIGITAL MARKETING ON THE DEVELOPMENT OF TOURISM IN REPUBLIC OF ALBANIA

The tremendous growth of tourism in Albania in recent decades, made important the understanding of the role that digital marketing and mobile technology is playing in this field. Tourism in Albania is one of the most important economic sectors of the country, and is growing year after year. It is emphasized that digitalization is a new form of communication between producers and consumers of tourism services, becoming a source of competitive advantages for tourism organizations. The main goal of the study is to give us a clear overview of the use of the Internet, information technologies and digital marketing in Albania. For the realization of this study, we used a methodology that combines primary data with secondary ones. The research was conducted through questionnaires that were sent to Albanian travel agencies via email. The questionnaire contains 17 questions, and was sent to 150 travel agencies, of which 102 agencies responded. Regarding the study, digital marketing plays an important role in improving the image of Albanian tourism throughout the world. It has created facilities in the way of doing marketing and reducing the costs of businesses. Through digital marketing, travel agencies have managed to promote our country online, personalize services and, above all, be closer to customers. The research found that the most effective digital marketing tools used by the agencies are Instagram and Facebook.

The Use of Digital Marketing Technologies in the Commercial Activity to Increase Enterprises' Value in the COVID-19 Conditions

Under the current conditions of the COVID-19 pandemic, the practice of providing goods and services, as well as their availability to consumers, remains relevant and requires further scientific research. The purpose of the article is to substantiate the conceptual basis of using digital marketing technologies in the commercial activities of enterprises to increase their value, competitiveness and ensure sustainability of development in the conditions of the COVID-19 pandemic. The methodological basis of the study of the use of digital marketing technologies in the commercial activities of enterprises in the conditions of the COVID-19 pandemic is a systematic approach and principles of digital marketing management, including: goal orientation, efficiency, functionality and complexity. The feasibility of the complex application of digital marketing tools in the commercial activities of the enterprise for the implementation of the marketing strategy in the conditions of the COVID-19 pandemic has been proven, including: contextual advertising, SEO and SEM promotion, banner advertising, advertising windows, television advertising, radio advertising, advertising in gaming, shopping and other applications, native advertising, SMS mailing, QR codes in offline mode, viral advertising, advertising in messengers, teaser advertising, retargeting. The advantages and disadvantages of using digital marketing in the commercial activity of the enterprise in the conditions of the COVID-19 pandemic are highlighted. The need to apply promising innovative implementations in the field of digital marketing has been proven, which should include: the use of online testing;implementation of voice search;use of chat bots;use of video marketing;use of interactive content.

Success of digital marketing model for software development industry: validation of survey based results with case study analysis

PurposeThe paper aims to clarify the validity of the digital marketing model for software IT professionals. It proposes a model of buying behavior practices followed in digital era and outlining all six critical factors that were considered for developing this model. So the main objective of the study is to validate the success of digital marketing model through a survey-based results and case study analysis and synthesize the results for the success of digital marketing model for software development industry.Design/methodology/approachThe paper opted for an exploratory study using the structured questionnaire. The data were collected using online platform. The present study covers the analysis of a survey of 406 IT professionals from software development industry to understand their buying behavior through digital marketing. Regression technique has been used to find the important predictors of the digital marketing model with its impact on the demographic variables.FindingsThe paper provides empirical insights about digital marketing model whose validity has been checked by synthesizing the results of both overall and case study. The results show that predictors elucidate Durbin-Watson in the acceptable range and are suitable for the model.Research limitations/implicationsData were collected during Covid period. So it was quite a challenging task and moreover sample size could not be increased due to this problem.Practical implicationThe paper includes implications for the development of digital marketing model for software IT professionals. Finally, this study will contribute to the further research for many prominent researchers who express their doubts about the state and future of digital marketing studies, characterized by contradictory and confusing empirical findings. A larger quantitative study on IT companies' digital marketing from different regions is recommended as a future line of research in order to encourage the unique globalized level model development.Social implicationsMany organizations use digital marketing successfully since with the great amount of awareness generated about the digitalization among the customers has propelled for its development.Originality/valueThis paper fulfills an identified need to study how IT professional's digital buying marketing practices need to be studied.

The comparative perceived effectiveness of simulation versus case study learning methods in the company training of digital marketers

Marketers must adapt to the challenges created by the COVID-19 pandemic, which accelerated innovation and changes across the world, but specifically in the digital marketing industry.Consumer demand and purchasing behaviors have changed fundamentally, and these current trends are affecting how marketers utilize digital marketing. As a result, firms must rely on innovation in marketing strategies for survival. The new expectations from consumers result in marketers determining what learning method for their staff offers a higher retention and implementation advantage to stay abreast of changes in their industry. This study analyzedemployees' preferred learning methods in the digital marketing sphere. This study adds to the body of knowledge on determining the retention and implementation of two learning methods:simulation training and case study learning. These two learning methods in relation to marketing professionals led to the generation of recommendations for employers to improve learning retention for their employees. To this end, a primary research question was identified: How does the selection of a learning method for marketing professionals improve the employees' retention and implementation of new material taught? Other related research areas were also explored,namely, whether age, experience, or gender impact the preferred learning material and whether different marketing categories resonate with different learning methods, resulting in more productive results. (PsycInfo Database Record (c) 2023 APA, all rights reserved)

Optimizing Creative Digital Content Among Magazine Publishing Company in Malaysia During Pandemic Covid-19

The Covid-19 outbreak is now spreading across the globe, leaving a trail of destruction in its wake. This study is aimed to investigate the impact of Covid-19 on the Malaysian magazine publishing industry. Thus, the publishing companies have to optimize their creative digital content through new media and consider that their potential of audiences spend several hours per day in using this media across various platforms. The objective of this research study is to identify the importance of creative digital content platforms used by the publishing company to reach their target market and to explore the magazine publisher's main reason in creating creative digital content during Covid-19 crisis. To understand the effectiveness of creative digital content for magazine produce by the publishers, this study used a qualitative research method and conducted an in-depth interview with people/publishers/writers' content and editorial unit. As a result, this study indicated that it is not surprising that publishing companies will consider innovative digital content as one of their digital marketing strategies, taking into account the high potential of audience would spend most of their time in using social media across various platforms. The overall results of the study showed that creative digital content development possesses a strong perceived potential to enhance user interaction across its dimensions. © 2023, Penerbit Akademia Baru. All rights reserved.

DESIGN OF MARKETING PLAN FOR DENTAL HOSPITALS IN THE DIGITAL ERA

Background: The development of the digital world has snowballed since the 2000s and has accelerated since the 2010s. Social media is a part of everyday life, and the COVID-19 pandemic has been a significant catalyst for digital life. Despite this, the healthcare industry is lagging compared to other industries in terms of digital marketing. Aims: The output of this research is a design of a digital marketing plan for a dental hospital based on a robust theoretical foundation and ongoing practical research in dental hospitals. Methods: This study utilized a qualitative approach and descriptive method to describe the existing condition related to the challenges and the use of digital marketing in dental hospitals. The focus of this study was the development of a digital marketing plan for a dental hospital. Results: The study obtained several data related to digital marketing activities that have been carried out, challenges in digital marketing, and the preparation of digital marketing development plans at dental hospitals. Conclusion: The proposed model includes situation analysis, goal analysis, strategy planning, action, and control based on the existing marketing plan. A novelty in this model emphasizes technology components including technoware, hardware, software, infoware, humanware, and organiware. © 2022, Airlangga University. All rights reserved.

Digital marketing strategies in COVID-19: A focus on tourism recovery

PurposeThis paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.Design/methodology/approachThis briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.FindingsAdopting digital technologies and digital marketing innovations has led to redesigned business models able to adapt further and retain consumers.Originality/valueThe briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Role of digital marketing in consumer well-being during the COVID-19 pandemic

The COVID-19 pandemic took its place in our lives with the pandemic process that started globally at the end of 2019 and then the pandemic announced by the World Health Organization on March 11, 2020. Indeed, it was a digital revolution beyond a pandemic. Internet usage in shopping has started to increase exponentially with the pandemic. Humanity faced a global pandemic for the first time in years. Unlike previous pandemics, the COVID-19 global pandemic spread very quickly among people with the speed of transportation and international mobility. Therefore, physical contact between people has been restricted for an indefinite period. In such an environment, the only way people could meet all their needs was the internet, and digital marketing came into play here. Consumers realized that they could easily meet all their product needs over the internet without requiring any physical contact. It was observed that internet traffic for all kinds of products increased several times during the pandemic process. The increase in digital marketing activities has provided consumers with advantages such as being able to choose the brands and products they prefer and gaining cost advantages. Brands can use all social networks as digital marketing tools, and consumers can shop while having fun.Millions of new customers who do not use digital in shopping have entered the scope of brands with the pandemic and digital marketing. Another issue that should be emphasized here is the effect of digital payment systems on the increase in shopping traffic, as they facilitate the work of consumers. Business models also changed and digital marketing applications have started to replace traditional marketing applications permanently thanks to the pandemic. Another important issue is the emergence of a new generation of retail without a physical store. All these developments reflected in the product prices in the form of cost advantages in favor of the consumer;moreover, significant advantages were achieved in areas such as store rents, office rents, and traditional advertising expenditures. Another remarkable point is that since the whole world is covered without borders and the global increase in internet trade will increase the number of products per product, the increase in quantity will be reflected in the final product price in favor of the consumer as a cost advantage depending on the principle of diminishing costs. © 2022 by Nova Science Publishers, Inc. All rights reserved.

Digital marketing strategies in COVID-19

Purpose: This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach: This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings: Adopting digital technologies and digital marketing innovations has led to redesigned business models able to adapt further and retain consumers. Originality/value: The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. © 2023, Emerald Publishing Limited.

Digital Marketing Strategy for Health Food and Beverage Products in a Pandemi Wave

During the Covid-19 pandemic in Indonesia, food and beverage products were the products out of 4 other product sectors purchased by consumers with fast turnover, often called fast-moving consumer goods (FMCG). Products that are excellent during the Covid-19 pandemic are healthy food and drinks. In marketing these products, an appropriate and effective marketing strategy is needed in order to win the competition. Digital marketing strategy. The purpose of this paper is to discuss CRM strategies that can be developed to support OsmarO's digital product business. In addition, this paper also discusses the benefits that can be obtained from applying social media marketing strategies for OsmarO products. © 2022 ACM.

Effects of digital marketing on consumer decision-making process during the COVID-19 pandemic

The digital transformation not only changed the way of doing business but also reshaped marketing activities and customer decision mechanisms from head to tail. Previously, customers were realizing their need for a product when they saw a printed billboard or brochure. The rise of digital channels has already completely reshaped this whole process. When customers were in need of a product, they immediately started researching on the web, examining every detail about the product, reading customer reviews and most importantly comparing it with its competitor's product, in order to make sure that they made the right choice. However, many customers still preferred offline, face-to-face interaction for the final touch in the purchasing process. Then, COVID- 19 happened, and customers changed, new habits were formed. The momentum of digital transformation has surpassed our expectations due to the COVID-19 pandemic. Customer behaviours, decision-making processes, and habits quickly adapted to the digital world. Due to safety and health concerns as well as COVID-19 restrictions and endless days at home, customers turned to digital channels not only to get essential purchases but also to feel connected to the world. How customers discover and buy products and services changed. Online shopping became the new normal. The subscription economy grew consistently. During this time, companies have also adopted new approaches. They came to realise that the seismic shift to online was here to stay and they were now serving digital customers. They also realised that digital marketing was the mandatory channel to meet their customers' needs and stay alive. Therefore, digital marketing has become one of the most important components in their response to the changing customer decision-making process. In this new normal, reaching and engaging customer online are well-placed for success. In this study, we will be covering types of changes in the behaviours of consumers in terms of decision-making process and marketers' approaches to cope with these changes. © 2022 by Nova Science Publishers, Inc. All rights reserved.

Towards Marketing 4.0: Vision and Survey on the Role of IoT and Data Science

According to KPMG, Internet of Things (IoT) technology was among the top 10 technologies of 2019. It has been growing at a significant pace, influencing and disrupting several application domains. It is expected that by 2025, 75.44 billion devices will be connected to the Internet. These devices generate massive amounts of data which, when harnessed using the power of data science (DS) techniques and approaches such as artificial intelligence (AI) and machine learning (ML), can provide significant benefits to economy, society, and people. Examples of areas that are being disrupted are digital marketing and retail commerce services in smart cities. This paper presents a vision for Marketing 4.0 that is underpinned by disruptive digital technologies such as IoT and DS. We present an analysis of the current state of the art in IoT and DS via the three pillars of marketing: namely, people, products, and places. We propose a blueprint architecture for developing a Marketing 4.0 solution that is underpinned by IoT and DS. We conclude the paper by highlighting the open challenges that need to be addressed in order to realise the Marketing 4.0 blueprint architecture, including supporting the integration of IoT data concerning people, products, and places and using DS to make efficient and effective recommendations.

COVID-19 Effect on India's Business Utilizing Online, Blockchain, or AI Algorithms

The COVID-19 illness primarily carried by a Corona viral, commonly known as SARS-CoV-2. The rapid pace of such a drug's growth over six of the seven planets, except South, was already reported. Ever since it appeared, it has caused serious damage for many sectors and didn't harm the luxury goods sector. A major gate as in transition is opened by the epidemic. The COVID-19's effects on the Indian economy are negative. A old company concept needs to evolve to meet the demands of present.Through a clever absorption of internet media, method, & aptitude in any point & activity, the change as in setting of online is witnessed in all areas, i.e., in society, organisation, or in the exactness like an organisation, only in companies, or in the environment. Technology is used in conjunction with industry 4.0 (also known as DX or DT) to generate value for key parties (users in the totality), and to develop and gain the capacity for quickly adapting to situations which are altering.Any item or service may now be marketed but also advertised to customers online thanks to change carried out in a data - driven method, which has done away with the need for external middlemen. A large number of firms are impacted by COVID-19 since it has an impact to the entire globe and causes social estrangement with customers. In light of social distance, a wide range of sectors and businesses will be impacted. In this research, the idea of digitisation is proposed as a projected way through. Social distance may alter the characteristics or the purchasing habits. This study is being done to determine how it COVID-19 problem will affect consumer purchasing habits. By using internet tactics and strategies, consumers are shifting the way that merchandise and services are traditionally purchased. As per research, the digital advertising framework has permeated our imagination for acquiring the ways that are best for selling from several top-performing businesses.Only thing changing in regard of consumer purchase intention following COVID-19 recuperation would be the sales for items, which will mostly stay same with. Consumers will develop the buying habit so as protection, physically or straight from creators. © 2023 IEEE.

Digital content creation and storytelling at the time of COVID-19: Tourism Ireland's online film I Will Return

Audiovisual promotional material plays a central role in the production of content for the digital marketing of destination brands. As intersemiotic means of meaning-making channelled through various digital media, videos are crucial in the creation and dissemination of compelling and meaningful stories about destinations and their values. Due to its affective power, and because it offers users the opportunity to tour the destination virtually, audiovisual tourism promotional material is fundamental to trigger prospects and returning visitors, and to influence or initiate their customer journey. During the COVID-19 pandemic, global travel restrictions and lockdown measures brought the tourist industry to a halt. While people were physically unable to travel, they spent significantly more time online, virtually exploring places, museums, and attractions made available to them via several websites or social media. By applying a digital marketing professional perspective, grounded in destination branding and social semiotic multimodality, the present chapter seeks to shed further light on the ways and means destinations use to generate an "emotional connection that creates a profound relationship" (Hudson and Brent Ritchie 2009) with prospective visitors, even at a time of crisis. To this aim, it will analyse Ireland's release of an online film on May 1, 2020, to engage online users on different media with a story of resilience, dreams, and hope for a quick return to travelling, encapsulated by the payoff and hashtag #DreamNowTravelLater. Ultimately, the analysis of such content tries to offer a meditation on the heightened significance of content production and storytelling, and the meanings and behaviours they may produce, in the field of digital destination marketing both during the COVID-19 pandemic and in its aftermath. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2021.

Price sensitivity and online shopping behavior during the COVID-19 pandemic

Purpose: The COVID-19 pandemic has disrupted numerous businesses and upended the lives and shopping habits of most consumers. This study aims to examine the price sensitivity and the efficacy of online reviews during a pandemic crisis. Design/methodology/approach: This study borrowed from the regulatory focus theory and heuristic-systematic model and used a unique longitudinal sample of 320,000 product/day observations from the jeans category, collected before and during the pandemic, to investigate how consumers' online shopping behavior changed during the pandemic. Findings: The results of several hierarchical linear modeling analyses revealed that during the pandemic consumers were less price-sensitive and more willing to pay price premiums for jeans. Furthermore, consumers were more (less) likely to be influenced by online review volume than valence. Finally, the results of a post-hoc study highlighted the potential role of regulatory focus as the underlying psychological mechanism explaining the effect of the pandemic. Originality/value: This research contributes to the digital marketing and regulatory-focus literatures by showing that the COVID-19 pandemic may have triggered a prevention-focus state of mind and prompted consumers to place a greater value on online review volume than valence when shopping online (for jeans). Furthermore, this paper contributes to the pricing literature by offering further evidence that the pandemic may have inclined consumers to be less price-sensitive. © 2023, Emerald Publishing Limited.

Implementation of Digital Marketing in Micro, Small, and Medium Enterprises (MSMEs) in Indonesia During the COVID-19 Pandemic

In Indonesia, micro, small, and medium enterprises (MSMEs) cover nearly 90% of the business entities and become the backbone of national economic growth. However, during the COVID-19 pandemic, they encountered challenges in their marketing, which impacted their sales volume. Jember Regency has the highest number of MSMEs in East Java, Indonesia, and is renowned for agro-industry products such as peanut cookies (Kue Kacang). However, most MSMEs in Jember are lacking in applying digital marketing. It is not in line with the acceleration and development of the technology and information flows in 4.0, which has required MSMEs to adapt to these developments in their business. The purpose of this study was to reveal the implementation of digital marketing and the obstacles encountered in improving their sales performance. This study applied a qualitative approach. The research data was collected through semistructured in-depth interviews, observation, and documentation. The informants involved in this study are business owners of peanut cookie MSMEs in Jember. This study found that they use the owner's private account on Facebook and WhatsApp as their primary digital marketing platforms, while others used Instagram and TikTok. Surprisingly, none of them used e-commerce platforms such as due to their cluelessness with the system. In addition, the shortage of input production during the peak season has been a recurring issue for decades. Further, the result discovered that digital marketing makes it easier for MSMEs owners to communicate with consumers, provide information, and expand the market during the COVID-19 pandemic. © 2023 IEEE.

The role of emotions in B2B product advertising on social media: a family business case study

PurposeThe outbreak of Covid-19 increased the average time spent on social media (SM). This led to a transformation in how companies manage their digital marketing channels and created additional pressure for business-to-business (B2B) and family businesses, which tend to focus more on personal relationships with customers and stakeholders than on the implementation of digital marketing strategies on SM. The present research examines the case study of a Facebook advertising campaign created to promote the products and business values of an Italian family firm specialising in the production and commercialisation of biostimulants for agriculture.Design/methodology/approachThe research aims to combine digital marketing avenues (i.e. a Facebook advertising campaign) with established psychological and behavioural theories, such as the dual process theories, by comparing the effects of two promotional videos (emotional vs functional).FindingsThe results suggest that emotional videos generate more passive behaviours, such as views, as well as active behaviours in the form of likes, comments and shares, while functional videos induce people to search for more information about the advertised products.Originality/valueThis is the first study to validate the role of Facebook advertising campaigns in developing an information-based approach to B2B family firms by testing the effectiveness of a targeted campaign comparing the impact of emotional and functional cues on increasing users' engagement while optimising the circulation of video content. The study helps to reduce the academic–practice gap by investigating the example of a fruitful integration between academic research and management practice.

CONSTRUCTION OF DIGIYAL GROUP IDENTITY DURING THE COVID-19 CRISISON THE TWITTER SOCIAL NETWORK

We present the results of a study thar analizes the collective consciousness generated throught digital conversation on the Twitter network during the COVID-19 pancemic, using opinión mining methodology (Google´s API Natural Language) and text analysys, concluding the value provided by this network as a catalyst for stress and enhancer of antisocial behaviors. © 2022 Departamento de Periodismo I de la Universidad de Sevilla.. All rights reserved.

Investigating The Challenges of Adopting Data Analytics In Zimbabwe's Retail Sector

The retail sector is experiencing unprecedented volatility, uncertainty and ambiguity, and these culminated in the closure of some of its notable giants due to the global financial crisis and the novel corona virus pandemic. This paper uses Organisational Mindfulness (OM) and Resource Based View (RBV) to investigate the adoption of data analytics in developing countries using data from Zimbabwe's retail sector. The results showed that while some industries use big data analytics (BDA), its adoption remains an insurmountable task for some Zimbabwean retailers due to infrastructural, resource and other technical challenges. It revealed that successful adoption of BDA in the retail sector can help change business operations, including the ability to match customer expectations, hone product lines and improve marketing campaigns. © 2022 IEEE.