data collection & analysis

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NIKUNEN, T., SAARELA, M., OIKARINEN, E., MUHOS, M., & ISOHELLA, L. (2017). Micro-Enterprise's Digital Marketing Tools for Building Customer Relationships. Management (18544223), 12(2), 171-188. doi:10.26493/1854-4231.12.171-188

How does digital marketing creates opportunities to develop successful businesses in a way that previously was not possible for small companies?

To find what kind of marketing opportunities are successful to use.

Innovation theory

“The present study sought to contribute to a more in-depth understanding of micro-enterprises’ current utilisation of digital marketing tools when building customer relationships.”

There's a distribution channel used to help better understand the methods of how digital marketing works for success.

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Mejía Trejo, J. (2018). Designing a Digital Marketing Model Innovation to increase the Competitiveness. First insights in Mexico. Nova Scientia , 10 (20), 569-591.

How can digital marketing improve its competition level.

To find what kind of tools can increase digital marketing competitiveness.

General Deterrence Theory

“is based on a documentary, exploratory, descriptive, correlational and transversal research”

“competitiveness recognizes the potential of the innovation which is defined as a: “implementation of a new or significantly improved product (good or service), or process, a new marketing method, or a new organisational method in business practices, workplace organisation or external relations and it involves the innovation of: product, service, marketing, process and organization” (OCDE, 2015)

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Hunsberger, S. (2017). The Next Era of HR: Digital Marketing. People & Strategy, 40(4), 26-30..

what key roles does digital marketing help advance the HR department

To find the key roles of digital marketing

Agency theory

“is based on a documentary, exploratory, descriptive, correlational and transversal research”

“competitiveness recognizes the potential of the innovation which is defined as a: “implementation of a new or significantly improved product (good or service), or process, a new marketing method, or a new organisational method in business practices, workplace organisation or external relations and it involves the innovation of: product, service, marketing, process and organization” (OCDE, 2015)

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Key, T. M. (2017). Domains of Digital Marketing Channels in the Sharing Economy. Journal Of Marketing Channels, 24(1/2), 27-38. doi:10.1080/1046669X.2017.1346977

How does the components of digital marketing affect the economy

To find what affects the economy.

Agency theory

If you look at the marketing distribution channel you can see how the economy is affected.

Article

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Fereshteh, G., Mohammad Reza, M., & Abbas, R. (2017). Identifying and assessing the factors affecting skill gap in digital marketing in communication industry companies. Independent Journal Of Management & Production, Vol 8, Iss 1, Pp 001-014 (2017), (1), 001. doi:10.14807/ijmp.v8i1.507

What factors of digital marketing affect communication?

To find what affects the economy.

Agency theory

environmental factors such as social and cultural conditions, religion, technology, and economy had more proactive impact on skills gap in digital marketing.

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TODOR, R. D. (2016). Blending traditional and digital marketing. Bulletin Of The Transilvania University Of Brasov. Series V: Economic Sciences, 9(1), 51-56.

How does tradition and digital marketing correlate?

To find how tradition and digital marketing is used together.

Innovation theory

People both use both methods of digital marketing. some just want to use the internet and others just stick stick to basic methods like billboards.

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Antun, B., & Tvrtko, G. (2016). THE ROLE OF DIGITAL MARKETING IN UNIVERSITY SPORT: AN OVERVIEW STUDY OF HIGHER EDUCATION INSTITUTION IN CROATIA. Ekonomski Vjesnik, Vol 29, Iss 2, Pp 453-465 (2016), (2), 453.

How does digital marketing affect college sports?

To find the effects of digital marketing on sports.

Planned behavior theory

The use of digital marketing tools can help improve the overall experience of sports bringing more awareness.