Asset Details
Do you wish to reserve the book?
How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses
Hey, we have placed the reservation for you!
By the way, why not check out events that you can attend while you pick your title.
Oops! Something went wrong.
Looks like we were not able to place the reservation. Kindly try again later.
Are you sure you want to remove the book from the shelf?
How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses
Do you wish to request the book?
How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses
Please be aware that the book you have requested cannot be checked out. If you would like to checkout this book, you can reserve another copy
We have requested the book for you!
Your request is successful and it will be processed during the Library working hours. Please check the status of your request in My Requests.
Oops! Something went wrong.
Looks like we were not able to place your request. Kindly try again later.
Journal Article
How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses
2024
Overview
The development and use of digital marketing strategies by entrepreneurs is a key element of success for innovative projects. Moreover, effective execution of marketing intervention in what is referred to as the digital customer journey is essential to achieving business success. Under this paradigm, the present study aims to identify the use of digital marketing activities by entrepreneurs in their projects at each phase of the customer journey. The research bridges a gap in in the existing literature, first by a systematic review of literature using the statistical approach known as Multiple Correspondence Analysis (MCA) under the homogeneity analysis of variance using alternating least squares (HOMALS) framework programmed in the R language. Based on the results of this analysis, 13 digital marketing techniques are identified along with their use across the five phases of the digital customer journey that are linked to technology transfer and adoption: awareness, engagement, conversion, loyalty, and advocacy. Furthermore, different applications of digital marketing techniques by entrepreneurs are discussed, and new applications for each phase are proposed. The results reveal that entrepreneurs lack knowledge about the customer journey, the use of the awareness phase, and the knowledge of Big Data tools to boost innovation. Finally, the main digital marketing strategies are appropriately classified for each phase of the customer journey, and 16 questions for future research in this research area are proposed.
Publisher
Springer Nature B.V
