Search GBU Digital Library papers, journals, DOI records, authors and keywords.
Showing 1 – 13 of 13 articles
Authors: Bocevičius H.; Tamulienė V.
Journal: Journal of Business Economics and Management
Year: 2026
DOI: 10.3846/jbem.2026.26194
Open Access: All Open Access; Gold Open Access; Green Open Access
Abstract: This research explores how to develop and enhance marketing tools to increase consumer loyalty in the express delivery industry. The study analyzes the influence of these tools on customer loyalty by reviewing scientific literature. The theoretical framework examines various marketing tools, including digital marketing, social media marketing, and ...
Authors: Loza R.; Romaní G.
Journal: Tec Empresarial
Year: 2026
DOI: 10.18845/te.v20i1.8393
Open Access: All Open Access; Gold Open Access
Abstract: The accelerated growth of social media is largely driven by the active participation of the millennial generation. Their high connectivity and digital habits have transformed these platforms into strategic channels for marketing and communication directed at this audience. In this context, the present study analyzes the effect of social media marke...
Authors: Makhmudov S.; Otakhonova D.; Kulmanov T.; Shamshiyeva N.; Juraev U.; Ruziev G.; Sabirova U.
Journal: International Review of Management and Marketing
Year: 2026
DOI: 10.32479/irmm.22052
Open Access: All Open Access; Gold Open Access
Abstract: This research examines how digital marketing and mobile app development enable service innovation in German companies during the period of 2005- 2024. Using firm-level panel data from the Moody's Orbis database, firm-level panel data examines the relationships between social media advertising expenses, mobile app features, educational campaigns, to...
Authors: Alqudah A.Z.; Alshar M.M.; Al Sheyab S.N.; Radwan S.; Ali A.
Journal: Paper Asia
Year: 2026
DOI: 10.59953/paperasia.v42i1b.960
Open Access: All Open Access; Gold Open Access
Abstract: This paper addressed the limited empirical evidence on how digital capabilities and creative practices affect firm performance in the Jordanian packaging and food processing sector, which is currently experiencing rapid technological and competitive transformation. The study examines the impact of e-marketing capabilities and organizational creativ...
Authors: Alzyadat M.A.
Journal: International Review of Management and Marketing
Year: 2026
DOI: 10.32479/irmm.21211
Open Access: All Open Access; Gold Open Access
Abstract: This research examines how Business Intelligence (BI) and Technological Capabilities (TC) cumulatively impact Digital Marketing (DM) performance in industrial companies, based on empirical data from Jordan. Drawing on Resource-Based View and Dynamic Capabilities Theory, the research formulates and examines a conceptual framework where BI constitute...
Authors: Becaro-Lapiz J.M.; Ronquillo M.N.R.; Dingding R.; Beliganio A.; Baynosa G.; Doblas M.
Journal: International Review of Management and Marketing
Year: 2026
DOI: 10.32479/irmm.23102
Open Access: All Open Access; Gold Open Access
Abstract: The rise of AI-created influencers has significantly altered the landscape of digital marketing, but there is a limited body of empirical research on how such virtual influencers affect consumer behavior, especially in high-involvement situations. This study investigated the influence of perceived authenticity, parasocial interaction, and perceived...
Authors: Manipol V.S.; Ogan J.R.B.; Camayra J.G.D.
Journal: TEM Journal
Year: 2026
DOI: 10.18421/TEM151-34
Open Access: All Open Access; Gold Open Access
Abstract: Micro-scale fisherfolk communities serve as the backbone of coastal economies. However, many remain trapped in business uncertainties and financial instability due to limited business acumen, poor market access, and inadequate business and management skills. This study uncovers critical gaps in business literacy, marketing strategies, and operation...
Authors: Urribarri A.C.; Cueva C.C.; Cubas M.A.R.; Chirinos J.W.C.; Verdesoto G.J.Z.
Journal: Estudios Gerenciales
Year: 2026
DOI: 10.18046/j.estger.2025.176.7268
Open Access: All Open Access; Gold Open Access; Green Open Access
Abstract: This study analyzes the influence of digital marketing on the success of digital ventures in Peru by integrating channels, applications, online presence, and business models into a causal model. Using a quantitative approach with a structural equation model applied to 388 entrepreneurs, digital marketing was found to have a positive impact on entre...
Authors: Ahmad A.K.
Journal: Geojournal of Tourism and Geosites
Year: 2026
DOI: 10.30892/gtg.64146-1697
Open Access: All Open Access; Gold Open Access
Abstract: The research aimed to determine the extent of the Jordanian populace's reliance on social media influencers for information regarding Jordanian tourism. The study then aims to evaluate the influencers' role in promoting cultural, therapeutic, religious, and recreational tourism in Jordan. These two aims will lead to answering the overarching goal o...
Authors: Faruk M.; Islam Md.S.; Mondal D.; Hossain Md.N.; Tuhin Md.R.; Khatun E.; Ejarder S.
Journal: International Review of Management and Marketing
Year: 2026
DOI: 10.32479/irmm.21571
Open Access: All Open Access; Gold Open Access
Abstract: This bibliometric and scientometric research aims to comprehensively analyze the application of Artificial Intelligence (AI) in digital marketing. The study uses the Scopus database to identify 355 research papers published between 2000 and 2025. This research intends to provide an overview of the research landscape, including the most cited articl...
Authors: Mihălcescu H.; Chivu R.-G.; Ciocodeică D.-F.; Popa I.-C.; Munthiu M.-C.
Journal: Industria Textila
Year: 2026
DOI: 10.35530/IT.077.02.2025108
Open Access: All Open Access; Gold Open Access
Abstract: In the context of accelerated digital transformation and shifting consumer expectations regarding online shopping experiences, digital marketing in the textile industry faces both significant challenges and emerging opportunities. This study investigates how artificial intelligence (AI) contributes to shaping consumer preferences by personalising c...
Authors: Bona J.T.C.
Journal: International Review of Management and Marketing
Year: 2026
DOI: 10.32479/irmm.23589
Open Access: All Open Access; Gold Open Access
Abstract: This study is to examine how emotional and experiential factors shape consumers’ attachment to brands, and how such attachment translates into loyalty, engagement, and brand equity in digital environments. This study used a quantitative, descriptive-correlational research design targeting Gen Z population. Data collection was conducted through on...
Authors: Romano G.; Luceri B.; Aiolfi S.
Journal: Sinergie
Year: 2026
DOI: 10.7433/s129.2026.10
Open Access: All Open Access; Gold Open Access
Abstract: Frame of the research: The rise of the metaverses is transforming digital social interaction, offering both challenges and opportunities for digital marketing. While prior research has examined the adoption of metaverses for educational and shopping purposes, little attention has been paid to their emerging role as social platforms - and specifical...