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PurposeThe present situation of COVID-19 pandemic has put the health-care systems under tremendous stress and stringent tests for their ability to offer expected quality of health-care services, as it decides the sustainability and growth of health-care service providers. This study aims to deliver a quantitative framework for service quality assessment in the health-care industry by classifying the health-care service quality parameters into four balanced scorecard (BSC) perspectives.Design/methodology/approachTo determine the service quality for the Indian health-care system, decision-making trial and evaluation laboratory and analytical network process are integrated in a fuzzy environment to contemplate the interaction among BSC perspectives and respective performance measures.FindingsThe results indicate "internal processes” perspective assumes the key role within BSC perspectives, while performance measures "nursing staff turnover” and "staff training” play the key roles. The results also signify that "patient satisfaction” is the most vital issue and can be strongly influenced by measures belonging to the "learning and growth” perspective. In "learning and growth” perspective, "staff training” is the most decisive criteria, very highly influencing "patient satisfaction”, highly influencing "profitability,” "change of cost per patient (both in and out patients)” and "outpatient waiting time” while moderately influencing "staff satisfaction,” "bed occupancy” and "nursing staff turnover”. Moreover, "staff training” criteria have a positive influence on "nursing staff turnover.”Originality/valueThe contributions of this study are in two folds in the domain of quantification of service quality for the health-care system. First, it delivers an assessment framework for Indian health-care service quality. Second, it demonstrates an application of the framework for a case situation and validates the proposed framework.
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Strategic management has applications in many areas of social life. One of the basic steps in the process of strategic management is formulating a strategy by choosing the optimal strategy. Improving the process of selecting the optimal strategy with MCDM methods and theories that treat uncertainty well in this process, as well as the application of other and different selection criteria, is the basic idea and goal of this research. The improvement of the process of the aforementioned selection in the defense system was carried out by applying a hybrid model of multicriteria decision-making based on methods defining interrelationships between ranked criteria (DIBR) and multiattributive ideal-real comparative analysis (MAIRCA) modified by triangular fuzzy numbers–"DIBR–DOMBI–Fuzzy MAIRCA model.” The DIBR method was used to determine the weight coefficients of the criteria, while the selection of the optimal strategy, from the set of offered methods, was carried out by the MAIRCA method. This was done in a fuzzy environment with the aim of better treatment of imprecise information and better translation of quantitative data into qualitative data. In the research, an analysis of the model's sensitivity to changes in weight coefficients was performed. Additionally, a comparison of the obtained results with the results obtained using other multicriteria decision-making methods was conducted, which validated the model and confirmed stable results. In the end, it was concluded that the proposed MCDM methodology can be used for choosing a strategy in the defense system, that the results of the MCDM model are stable and valid, and that the process has been improved by making the choice easier for decision makers and by defining new and more comprehensive criteria for selection.
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Mangrove tourism is one of the tourist destinations offered by tourism managers that is currently gaining popularity and popularity among tourists. Keeping tourists coming back can be a very effective strategy for developing tourist destinations. This study employs Experiential Marketing as a strategy to increase tourist interest. Because research in the field of experiential marketing in nature tourism destinations such as mangrove tourism is still limited, the topics of this study are experiential marketing and visitor visit intention. The purpose of this study was to determine the impact of strategic experiential modules (SEMs) on visitor revisits intention. The research method used is quantitative with the variable dimensions of SEMs and visitor revisits intention, a sample of 93 tourists with a purposive sampling technique, and multiple linear regression analysis techniques. The results showed that the sense, act, and relate variables had a positive and significant impact on the visitor revisits intention, while the feel variable had a positive but not significant impact, and the think variable had a negative but not significant impact on the visitor revisits intention.
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Purpose This paper aims to explore the comparative analysis of marketing strategies between seaports and dry ports. Second, this paper proposes a recommendation to improve marketing approaches in both nodes.Design/methodology/approach This research analyzes current marketing approaches to improve the freight volume and enhance interrelation between them for a comprehensive collaboration in the freight supply chain. This research employed semi-structured interviews via an e-interview questionnaire.Findings The result shows that dry port and seaport practice a mixed marketing strategy. Some marketing elements that a seaport applies are also applied by a dry port, like focusing on the target customer, joining exhibitions and face-to-face meetings. Customized service to clients, frequent discussion on the effective marketing plans and increasing the facilities at the seaport and dry ports can improve the marketing strategies in dry port and seaports.Originality/value Seaports are the critical components in esteem-driven context, which add to supply chains by creating value-added services in the transport chain. Nonetheless, research between dry ports and seaports has increasingly drawn the attention of scholars during the last decade. Having said like that, there have not been any pragmatic studies undertaken in the Malaysian context that mainly discusses the marketing prospect of the dry ports and seaports especially during COVID-19 outbreak.
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The availability of resources is vital when rapid changes and updated medical information in the provision of care are needed, such as in the fight against COVID-19, which is not a conventional disease. Continuing medical education plays an essential role in preparing for and responding to such emergencies. Workflow has improved based on the virtual meetings, online trainings, and remote detailing conducted by medical representatives in order to deliver educational content instantly through digital tools, such as salesforce automation (SFA), webinars, etc. In terms of its regulatory barriers, the pharmaceutical industry mainly targets healthcare professionals, unlike most businesses that reach end users directly. Medical representatives are equipped with an SFA to enhance customer relationship management (CRM) and closed loop marketing (CLM) capabilities in pharmaceutical companies. This study aimed to fill a gap in the literature by investigating the use of SFA in work patterns, such as health professionals' loyalty and involvement in their medical knowledge in Turkey, and how it allows for differentiating training from marketing. This study intended to compare the data on internists and medical products gathered from a well-known pharmaceutical company's SFA. The data covered the first three months of the year 2020, when medical representatives had a normal daily routine, and that of 2021, when Turkey experienced the most powerful surge of the COVID-19 pandemic. The analysis was based on simple correspondence analysis (SCA) and multiple correspondence analysis (MCA) for 11 variables. Monitoring product, physician's segment, and medical representatives' behaviors with SFA had a significant influence on the pharma-physician relationship strategy, as expected. The findings supported the view that SFA technologies can be deployed to advance the medical knowledge of physicians, in addition to managing and designing superior CRM and CLM capabilities.
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Customer satisfaction is one of the important factors affecting organizational performance. There are five dimensions to investigate customer satisfaction which are tangible, reliability, responsiveness, assurance, and empathy. Chengdu ReadKing Advertising Decoration Engineering Co., Ltd. was selected as an example to analyze the situation of the five dimensions of customer satisfaction. The purpose of the study is to analyze the customer satisfaction and evaluate the current situation of customer service in 2021. The sample size is randomly 100 customers from Chengdu ReadKing Advertising Decoration Engineering Co., Ltd. A mixed research method combining quantitative and qualitative research was adopted. The descriptive analysis and Multiple Linear Regression were applied with the interview as the quantitative and the qualitative analyses. The result shows that assurance, responsiveness, and empathy are the significant variables which influenced the customer satisfaction. The strongest influence toward the satisfaction is assurance following by responsiveness and empathy respectively.
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PurposeThis paper aims to formulate a hedonic pricing model for Japanese rice wine, sake, via hierarchical Bayesian modeling estimated using an efficient Markov chain Monte Carlo (MCMC) method. Using the estimated model, the authors examine how producing regions, rice breeds and taste characteristics affect sake prices.Design/methodology/approachThe datasets in the estimation consist of cross-sectional observations of 403 sake brands, which include sake prices, taste indicators, premium categories, rice breeds and regional dummy variables. Data were retrieved from Rakuten, Japan's largest online shopping site. The authors used the Bayesian estimation of the hedonic pricing model and used an ancillarity–sufficiency interweaving strategy to improve the sampling efficiency of MCMC.FindingsThe estimation results indicate that Japanese consumers value sweeter sake more, and the price of sake reflects the cost of rice preprocessing only for the most-expensive category of sake. No distinctive differences were identified among rice breeds or producing regions in the hedonic pricing model.Originality/valueTo the best of the authors' knowledge, this study is the first to estimate a hedonic pricing model of sake, despite the rich literature on alcoholic beverages. The findings may contribute new insights into consumer preference and proper pricing for sake breweries and distributors venturing into the e-commerce market.
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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.
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This research explores how marketing strategies have been changed to adapt to the impactful challenges of the pandemic and economic recession in Botswana's Consumer Goods (FMCG) business landscape. The research adopted an interpretivism philosophical model, an inductive research approach, mono-method wherein qualitative data was collected through semi-structured interviews with open-ended questions. The findings provided substantive evidence that there has been a transition in strategic marketing measures during the COVID-19 pandemic in the Botswana retail landscape and the transition in strategies did have an influence on the customer value proposition (CVP) output of retail businesses.
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El uso del Big Data por las grandes cadenas de alimentación está aumentando su poder de negociación frente al sector cooperativo productor agroalimentario. Este trabajo tiene como objetivo determinar el comportamiento en las redes sociales de los minoristas de alimentos que operan en España y el Reino Unido en las redes sociales, así como identificar cambios significativos antes y después de la pandemia de COVID-19. El estudio analiza los datos de Twitter de 16 minoristas de alimentos de los que se extrajo un total de 102.200 tweets válidos de sus cuentas oficiales. El análisis de contenido y de redes sociales mostró diferencias tanto en el comportamiento en Twitter de los supermercados del Reino Unido y de España, así como antes y durante la pandemia de COVID-19. Para las cooperativas agroalimentarias con poco poder de negociación en la cadena de suministro de productos frescos, el análisis de datos de redes sociales en internet es un factor clave para mejorar su posición competitiva. Estos hallazgos deberían ser valiosos para los científicos de datos y gerentes responsables de la formación de estrategias de las empresas agroalimentarias que tienen como clientes a grandes cadenas de alimentación. Finalmente, el estudio también confirma que, para las cooperativas agroalimentarias, el análisis de contenido de los tweets es una herramienta barata y útil para entender el comportamiento de sus clientes.Alternate :The use of big data by large food retailers is increasing their bargaining power against the agri-food cooperative sector. The aim of this study was to determine the social media behaviour of food retailers in Spain and the UK, and to identify significant changes pre- and post-COVID-19 pandemic. The study analysed Twitter data collected from 16 food retailers;a total of 102,200 valid tweets were extracted from their official Twitter accounts. A term frequency analysis and a social network analysis of food retailers' Twitter behaviour were carried out. The results obtained show differences for both UK and Spanish retailers before and during the COVID-19 pandemic. For agri-food cooperatives with little bargaining power in the supply chain of fresh produce, data analysis is a key factor in improving their competitive positioning. These findings should be of value to data scientists as well as managers responsible for forming strategies in agri-food firms that have large food retailers as clients. Finally, the study also confirms that, for agri-food cooperatives, analysing tweet content is a cheap and useful tool for understanding customer behaviour.
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In the current post-COVID-19 era, online marketing is a supporting tool in marketing. The potential visitors to tourism destinations, such as geoparks, are increasingly guided and oriented by the rules of online marketing as the online space represents the main source of information. Geoparks should take this as a key fact. The research concentrates on the issue of geopark marketing from the view of the available information that geoparks present in the online space. The fundamental is to point out the information that is available on geopark websites. The method used in the research is based on an evaluation matrix that served as a basis for searching for information on websites. Based on the results of the analysis, geoparks in the EGN network present information of a general nature to a sufficient extent on their websites;they lack a better offer of product packages, online sales and orientation to new social networks that are used by the young generation. The clear answer is the professionalization of marketing, which would undoubtedly represent an effective step in the management of geoparks as well as the promotion of the country that the geopark represents.
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The presence of COVID-19 has created a significant negative impact on tourism businesses around the world including Thailand because tourists are restricted to travel to other countries due to government regulation. As a result, tourism businesses have lost much revenue from tourist spending and tourists will change their priorities when they can travel again. This study examined the recovery strategies for tourism businesses to rebuild the business volume after a shift in travel priorities in Thailand. The objectives were to 1) understand how the tourism businesses regain the business volume after a shift in travel priorities.;2) examine how the tourism businesses deal with the challenge after the COVID-19 crisis.;3) find out the opinions of the tourism businesses about the tourism opportunities after the COVID-19 crisis.;4) explore the ideas on how tourism businesses will adjust or adapt to fit with a shift in travel priorities after the COVID-19 pandemic. This study was conducted by using the qualitative research method and the face-to-face semi-structured interview was used to collect data from 2 managing directors, 5 managers, and 3 lecturers with the total sample of 10 informants at hotels, travel companies, and universities in Bangkok and Samut Prakan province, Thailand from October 12, 2021, to October 20, 2021. The purposive sampling method was used to select informants for the interview and the constant comparative method was used to analyze interview data. According to the main finding, hygiene and safety are the most important priorities for tourists when they can travel again so the use of hygiene and safety protocols along with the collaboration with the public sector, the support from the government campaigns such as "we travel together” and "travel around Thailand”, the use of technologies in the operation, the use of marketing strategies, and the providing of accurate health information will ensure tourists' confidence, stimulate demand, and lead to the rebuilding of the business volume after a shift in travel priorities. Also, crisis management strategies and risk management departments are vital for tourism businesses to deal with challenges after the crisis. The emerging trends, the use of technologies, the use of digital marketing, and the collaboration with unrelated and medical-related businesses are opportunities arising after the crisis which can be adapted by tourism businesses in their strategies to rebuild the business volume after the COVID-19 crisis. To conclude, the modification of the safety and hygiene standards is crucial for tourism businesses to fit with tourists' travel priorities and rebuild the business volume in the post-COVID-19 pandemic.
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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.
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PurposeDigital tourism has drawn the attention of researchers around the globe. This study aims to assess the digital tourism experience for tourist site revisit from an emerging market perspective.Design/methodology/approachAnchored on the social cognitive theory, the study employed a quantitative method, using the convenience sampling to select 328 participants who responded to tourism and technology sharing items through an online questionnaire. The study's hypotheses were tested utilizing structural equation modelling.FindingsThe results suggest a significant influence of technology-based service innovativeness on service value, tourist site revisits and experience sharing through technology. Further, the findings also revealed the significant influence of service value on tourist site revisit and experience-sharing through technology.Research limitations/implicationsThis study was conducted with only clients or tourists, and this limits generalization of the study's findings.Practical implicationsThe study offers the understanding of how tourist site operators and all stakeholders have to deploy new ways of technology-based service innovation to get maximum return on their investment in the hospitality industry.Originality/valueThe outcome of this research advanced the linkage between technology and tourism in context, which is important to policymakers and practitioners in the sector.
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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.
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PurposeGiven the severe impact of coronavirus disease 2019 (COVID-19) on bank business activities, this study aims to examine how green brand image and online trust affect customers' continuance intention (CI) under the boundary condition of perceived effectiveness of e-services (PEES).Design/methodology/approachAn extensive review of the green marketing perspective was conducted to identify the incremental contributions of the current study (e.g. extensions of online trust and PEES). The authors used the common questionnaire survey strategy for the data collection while applying the partial least squares technique for further analyses.FindingsUsing data from 460 bank customers, the findings indicated that online trust positively mediates the relationship between green brand image and CI under the moderating effect of PEES. At high levels of PEES, online trust exerts strongest effect on customers' CI.Research limitations/implicationsThis study responds to the emerging call for understanding the PEES role, under which online trust leads to CI in the context of the global pandemic.Practical implicationsThe authors provide bank managers with a helpful extension of green marketing with PEES to manage online trust and customer intention, thereby increasing the managers' strategic effectiveness.Originality/valueThe current study explores the moderating role of PEES that plays in the green brand image, online trust and CI relationships, in responding to the pandemic situation.
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The impact of the COVID-19 pandemic resulted in a shift in consumer behaviour, as there was an increase of first-time E and M-commerce shoppers. This resulted in South African marketers adjusting to digitisation by creating clear communication and marketing strategies. The research objectives of this study were to understand how South African brand and marketing managers adapted to the COVID pandemic and to comprehend how marketing communication strategies in general have changed since. A qualitative methodology of structured interviews was conducted. A convenience sampling method was used to select the participants. The research findings indicate that the eight managers interviewed relied on face-to-face interaction with the customer through in store promotions and events before COVID-19. Several interviewees stated that communication on product benefits and features relied heavily on in-store activations. However, during the COVID-19 pandemic, all marketers who participated in the study revealed that they invested in digital communications. As more brands and businesses used digital platforms and social media to drive their products, marketers had to work on communicating in order to convert into sales, but they also increased customer engagement. The study highlights how innovative marketing communication strategies in the post COVID environment leads to an agile enterprise having a competitive advantage. The study also highlights the importance of understanding income and demographics of the South African customer in different regions of the country, as that influences the marketing strategies used.
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PurposeThe purpose of the present paper was to explore the best practices of destination management in promoting tourist destinations through the Mozambique government website (INATUR) and identify strategies that enhance its visibility and online presence. This was only possible by (1) exploring if people are aware of the government website's existence;(2) examining the existence of indicators of the engagement behaviors for the web-users (visitors) in their searching process on the government website;(3) exploring if the engagement behavior and website features have influence on the government website visitors' satisfaction and (4) providing measures to enhance the popularity of the government website at INATUR.Design/methodology/approachThe study combined a qualitative and quantitative methodological approach from the primary data collected via an online questionnaire survey of 269 random respondents, and the selected data was analyzed and processed using Stata 13 with the descriptive statistic and ANOVA [Analysis of Variance (an econometric model)] technique. The data was collected from secondary sources and from the interview, a strengths, weaknesses, opportunities, and threats (SWOT) analysis was applied with an interpretive approach.FindingsThe government website presents the minimum of relevant information to respond to the users' needs and expectations. There is little knowledge regarding the existence of the government website for tourism destination marketing. Few respondents were surprised about this website's existence. The optimistic side of responses came from those peple who used the website and it helped their expectation. The correlation analysis showed a significant positive relationship between the government website features and the visitors' searching satisfaction;the interview outputs noted that the shortage of staff at INATUR with knowledge of digital marketing engagement plays a role in solving the problem of the visibility and online presence of the website.Research limitations/implicationsOne of the apparent limitations of this research was the world pandemic situation (Covid-19), which influenced to make abrupt arrangements in conducting the questionnaire survey and interview compared to the planned schedule. The interview was supposed to be a field research to have direct contact with her respondents and collect nonverbal information through the respondents' body language, but unfortunately, it was not possible. Improvising was one of the solutions and had to design an online questionnaire survey for national and international tourist respondents and an emailed interview with INATUR director. Because of that, the results showed a very significant gap between African nationals and international respondents in number of 264 and 5, respectively (about in 98,14%) caused by the lockdown and traveling limitation.Practical implicationsThe adoption of the contents in "Recommendations for policy and decision-making” can help in synergizing an integrative marketing communication strategy that enables all actors to maximize local economic benefits without spending many financial resources, and support sustainability, different tourist destination suppliers, authorities and local communities' development. Ensuring effective and efficient communication, and above all, enhancing the provision of reliable information. Reinforce the importance of the practical teaching and learning of digital platforms in tourism schools and universities;offer a thematic tool to serve as an analytical basis in future studies, encouraging continuous scientific research on the subject under study.Social implicationsRaising the awareness of the government website among tourist consumers;promoting Mozambique as a reference destination and its tourist diversity through the use of the government website;capitalizing tourists' enterprises for communities' development;improving the competitiveness of destinations through greater exposure of tourism products and services on the government website bo sts the economic gains for the development of the tourism sector in the country. Accessibility to the information channel of Mozambican tourist destinations via the government website, and stimulating the desire to visit;improve and enrich the visitor's experience quality on the government website in the tourist information consultation.Originality/valueIt is the first research in the country about tourism destination marketing using indicators like customers' behavioral engagement levels based on social interactions such as likes, shares and comments on the government website, as well as its awareness and performance aspects, to analyze if the INATUR government website is being successful on its tourism destination marketer role. The research was also done to bring solutions to the current trends of the Covid-19 pandemic that has affected and disrupted the tourism industry.
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PurposeThis research created a theoretical framework based on theory of consumption values (TCV) and theory of perceived risk (TPR) to investigate the determinant factors behind consumers' intention to use health and fitness apps during the COVID-19-related lockdown. In addition, based on selectivity hypothesis theory (SHT), this study also explored how gender differences moderate the relationships between the determinants and consumers' behavioral intention.Design/methodology/approachA total of 613 respondents completed a self-reported online questionnaire. Structural equation modeling was conducted to test the role of potential determinants in influencing consumers' behavioral intention. Hierarchical multiple regression was performed to examine the moderating effect of gender.FindingsThe findings of this research revealed that physical appearance, general health, enjoyment, affiliation and condition have positive influences on consumers' behavioral intention, while privacy risk and security risk exert negative impact on consumers' behavioral intention. More importantly, the moderating results indicated that only affiliation, privacy risk and security risk have stronger influences on female, while other predictors showed the same effects on both genders.Practical implicationsFitness providers should embrace health and fitness apps as a new contactless tool to offer services during and after the COVID-19-related lockdown. Fitness providers and app developers need to focus more on the utility and quality of their health and fitness apps. In addition, they should add more gamification elements to health and fitness apps because these elements could increase consumers' hedonic experience especially during the lockdown. Third, the security systems in health and fitness apps should be continuously updated to decline privacy risk during and after the COVID-19-related lockdown. Lastly, when female consumers are targeted during the lockdown, fitness providers should make more efforts to imbue health and fitness apps with more social features and improve the level of security.Originality/valueAlthough the importance of contactless technologies has been highlighted ever since the beginning of the COVID-19 pandemic, there has been very little research on the usage of health and fitness apps during the lockdown based on TCV and TPR. Meanwhile, the moderating role of gender differences in this context remains underexplored. This research is one of the early attempts to fill in these gaps. The findings of this study will enhance the theoretical framework regarding the acceptance and use of health and fitness apps;it also challenges the generalizability of SHT in the context of the COVID-19-related lockdown. Moreover, several important implications for the health and fitness industry during and after the COVID-19 pandemic were suggested.
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Digital marketing is increasingly used by government organisations during crises to improve information dissemination as well as foster citizen and general public participation. This paper explores the adoption of digital marketing by Kuwait Fire Force. Qualitative data was used to understand the strategic approach and effectiveness. Secondary data was collected from social media platforms to determine participation of citizens, the impact of the strategies, the sentiments of the information and the reach of information through the platforms. This paper argues that commercial digital marketing strategies can be applied in crisis management through social media channels. the results show that to a certain extent, the digital marketing strategies are effective. However, care should be taken to ensure that all platforms are well-integrated, have similar messages and the tone of these messages need to be clearly defined in the digital marketing strategy. Recommendations have been provided to improve the impact of these strategies.