TY - JOUR
T1 - The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas
T2 - Assessing Prospects of Building Brand Awareness Overseas
AU - Makrides, Anna
AU - Vrontis, Demetris
AU - Christofi, Michael
PY - 2019
Y1 - 2019
N2 - 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.
AB - 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.
KW - brand awareness
KW - Digital marketing
KW - international marketing
KW - online customer behavior
KW - SMEs
KW - social media
UR - http://www.scopus.com/inward/record.url?scp=85071022782&partnerID=8YFLogxK
U2 - 10.1177/2278533719860016
DO - 10.1177/2278533719860016
M3 - Article
AN - SCOPUS:85071022782
SN - 2278-5337
VL - 8
SP - 4
EP - 20
JO - Business Perspectives and Research
JF - Business Perspectives and Research
IS - 1
ER -