Analysis of the digital marketing communication strategies from a business perspective
Keywords:
Regression analysis, Business strategy, Digital marketing, Business success, Structural equation modelingAbstract
Currently, customers are approached, informed, and offered products and services through traditional and digital marketing. However, companies have recently increased their inclination towards digital selling, which has proved to be at the forefront of the technology transition. Digital marketing is at the forefront of the technology transition, pioneering new capabilities to attain, teach, interact, distribute, and promote services and products to clients. This study reviewed previous research in Digital Marketing Communication (DMC) studies. A deductive approach following quantitative research with a survey questionnaire was used. Data was collected using convenient sampling. The findings were found consistent with the previous findings. Except for one hypothesis, all the hypotheses were supported. This research can benefit managers and academicians in enhancing their business marketing communication strategies.
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