Online presence is fast becoming a marketing hub for contemporary businesses. Often known as digital marketing, the phenomenon offers several opportunities to businesses. Small and medium enterprises (SMEs) are using their online presence to launch stern competitive promotions and interact with consumers. Against the backdrop of the stern competition, digital marketing is being utilized to drive sustainable strategies for SMEs. This study leverages the theory of planned behavior to explore the impact of digital marketing adoption on the sustainable growth of SMEs in Ghana. Using a structured questionnaire and SmartPLS version 3.3 for the data analysis, 533 owners/managers of SMEs in Ghana were drawn to administer the questionnaire. Our findings suggest that, while attitudes toward digital marketing did not influence the intention to use digital marketing, perceived behavior control and subjective norms were found to affect individuals’ intentions to use digital marketing. Additionally, the results proved a direct positive link between subjective norms and actual behavioral use of digital marketing. Finally, the relationship between the actual use of digital marketing and SMEs’ sustainable growth was also proven positive, affirming that digital marketing significantly improved the sustainable growth of SMEs in developing countries. This study contributes to the multiplicity of factors that influence the behavioral tendencies of managers of firms in their quest to adopt digital platforms to enhance their sustainable growth. The study’s results serve as guidelines for prospective adopters of digital platforms as they develop their sustainability strategies.

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The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana

Trade has introduced digital media which facilitate direct communication with clients, using Internet-based technologies. This paper analyzes the existing factors which interfere the probability to get knowledge and the use of digital marketing strategies. For this reason, a survey was applied in the center of Medellin, Colombia, in malls and markets, to customers, and the information collected turn to be an input for descriptive and inferential analysis, having an estimate from Fuzzy Logic and Poisson models to stablish the relationship between different variables related with clients such as occupation and the use of social network, knowledge and the application of digital marketing strategies to clothing items, as well as the incidence of observed barriers to make it posible. It also points out the fact that such a channel isn´t feasible for buying as it is almost not used; however, the probability to use it is closely related with social network and some expected benefits.

/pdf/modelos-estadisticos-sobre-la-eficacia-del-marketing-digital-142pfwtuww.pdf

Modelos estadísticos sobre la eficacia del marketing digital

Many factors affect road safety, but research constantly shows that drivers are the major cause of critical situations that could potentially lead to a traffic accident in road traffic. Visual information is a crucial part of input information into the driving process; therefore, distractions of overt visual attention can potentially have a large impact on driving safety. Modern eye tracking technology enables researchers to gain precise insight into the direction and movement of a driver’s gaze during various distractions. As this is an evolving and currently very relevant field of road safety research, the present paper sets out to analyse the current state of the research field and the most relevant publications that use eye tracking for research of distractions to a driver’s visual attention. With the use of scientometrics and a qualitative review of the 139 identified publications that fit the inclusion criteria, the results revealed a currently expanding research field. The narrow research field is interdisciplinary in its core, as evidenced by the dispersion of publication sources and research variables. The main research gaps identified were performing research in real conditions, including a wider array of distractions, a larger number of participants, and increasing interdisciplinarity of the field with more author cooperation outside of their primary co-authorship networks.

/pdf/eye-tracking-use-in-researching-driver-distraction-a-4db83ctkpt.pdf

Eye tracking use in researching driver distraction: A scientometric and qualitative literature review approach.

E-commerce companies are beginning to use data analytics to individually address their customers, as such firms are strongly dependent on customers’ willingness to disclose (WTD) personal information. Conceptually known as privacy calculus, a cognitive comparison of the predicted benefits and risks of such a disclosure results in subjective expected utility (SEU). As this construct has not been elucidated in the context of situational factors, namely personalization and information sensitivity, this research utilizes a quantitative experimental study design to analyze these factors and evaluate the impact of SEU on customers’ WTD. Based on an online survey, the study reveals a positive but decreasing effect of personalization on SEU, while identifying information sensitivity as a negative influential factor. In general, the results emphasize the importance of a fair and transparent exchange relationship to foster a data disclosure setting without acute data privacy concerns. 

The more the better? Data disclosure between the conflicting priorities of privacy concerns, information sensitivity and personalization in e-commerce

Social networks including various social media are one of the main online marketing tools that help to achieve marketing aims of the company. Most of social media overlap and have more than one characteristic, aim or purpose. It should be noted that interaction, user-friendliness, openness, freedom and real time are the main features of all social media. When starting to discuss sales promotion of a company on social media, the concept of social commerce becomes inevitable. Taking into account current trend of expansion of internet marketing because it unites the biggest number of users and has the means to implement different aims of the companies, it is necessary explore the impact of social media on sales growth in specific sectors. The paper analyses the impact of social media for sales promotion in entertainment sector. During the quantitative research, 385 respondents were surveyed. The questionnaire of the quantitative research has been prepared based on the marketing communication model for social media used by entertainment companies. The questionnaire included closed type of questions, most of them are provided in Likert scale. The empirical study found that elements (promotion of sales increase; brand strengthening), maintaining connections with present and potential company’s clients that are used by the entertainment companies on social media help to promote sales with users’ engagement. Regular communication of entertainment companies on social media has a positive impact on sales, because users tend to follow such type of accounts actively. The study emphasised the main elements to be applied by the entertainment companies using social media. Therefore, the regular communication and use of influencers are highly recommended for sales promotion of companies. It is also important to stress that companies are advised to communicate regularly, as regularity in communication is one of the most important drivers of sales promotion.

/pdf/the-impact-of-social-media-on-sales-promotion-in-3mx0gl81fh.pdf

The impact of social media on sales promotion in entertainment companies

The Importance of E-mail Marketing in E-commerce

The Research of Driver Distraction by Visual Smog on Selected Road Stretch in Slovakia

Traffic signs provide drivers with appropriate warnings and information and signal legal requirements and directions. The aim of this article is to research the frequency and duration of a driver’s gaze at traffic signs. The selected stretch of road in the Slovak Republic has been subjected to a high number of traffic accidents with the most common causes reported as incorrect driver behavior and distracted driving. Therefore, the study’s objective is to measure the time drivers spend looking at billboards. To achieve this outcome, the study uses eye tracking glasses, which are designed to record a person’s natural gaze behavior in real-time. Previous research has shown that the average time gazing at a billboard is 0.543 seconds. The article also contains a comparison of driver’s gaze at different traffic signs and billboards. The economic quantification of traffic accidents on the selected road is also included in the article.

/pdf/the-research-of-driver-s-gaze-at-the-traffic-signs-335jjapt4s.pdf

The research of driver’s gaze at the traffic signs

Visual smog becomes a social problem in recent decades. It constitutes contamination of public space by aggressive, size inappropriate ad, placed often illegally. The object of the article is to study a visual smog and measure its level on selected road communication. The number of ads and billboards near the roads, distance between the billboard and road and also the density of billboards will be taken into account. The analysis of traffic accidents on selected road communication is also included in the article. The eye tracking technology is used in research to collect data regarding the drivers’ visual behaviour in real traffic conditions.

The Research of Visual Pollution of Road Infrastructure in Slovakia

Marketing can be described as a tool for companies to influence the consumer’s perception to the desired direction. The current market situation is characterized by dynamism, growing consumer power, and intense competition. The consumer perception and behavior are changing and therefore need to be constantly monitored and measured. The aim of this article is to scan and measure consumer’s perception while watching a video advertisement. During this experiment, an eye-tracking technology was used, which allows capturing a consumer’s gaze. The central part of the research is to measure the brain activity of a consumer based on the EEG (Electroencephalography). EMOTIV Epoc+ is a 14-channel wireless EEG, designed for contextualized research and advanced brain computer interface applications. An advertising campaign from four different mobile operators was used for this purpose. In the conclusion of this article, consumer’s perception of different advertising campaigns are compared and evaluated.

/pdf/the-impact-of-advertisement-on-consumer-s-perception-34ktnfpmfx.pdf

The impact of advertisement on consumer’s perception

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