The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas: Assessing Prospects of Building Brand Awareness Overseas

Anna Makrides, Demetris Vrontis, Michael Christofi

    Research output: Contribution to journalArticle

    1 Citation (Scopus)

    Abstract

    Advertising through digital channels—known as Digital Marketing—is recognized for its transformative impact on companies and for its immense effect on brand–consumer relationships, as it enables interactions with customers at any time and in any place. Based on these realities, this study analyzes several digital platforms and practices that have proven to be effective and assesses digital media dynamics to examine whether they can increase brand awareness on an international level. By employing a survey methodology approach with 200 respondents as a final sample, this study shows that digital marketing represents a huge potential for small- and medium-sized enterprises, giving internationalization a dominant digital attribute. Additionally, the findings reflect the noteworthy and rapid emergence of different digital marketing techniques serving different market segments. Finally, the study discusses the theoretical and managerial implications of the findings and proposes several avenues for future research.
    Original languageEnglish
    Pages (from-to)4-20
    JournalBusiness Perspectives and Research
    Volume8
    Issue number1
    DOIs
    Publication statusPublished - 2019

    Keywords

    • brand awareness
    • Digital marketing
    • international marketing
    • online customer behavior
    • SMEs
    • social media

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