Digital marketing as a game changer strategy to enhance brand performance

Q3 Business, Management and Accounting

International Journal of Technology Marketing Pub Date : 2021-09-30 DOI:10.1504/ijtmkt.2021.10041546

U. Husain, Sarfaraz Javed, S. Ananda

引用次数: 2

Abstract

The study assesses the impact of mobile app use (MAU) on brand engagement (BENG) and brand experience (BEXP) with the moderation of digital influencers (DI). The primary data was collected through ...

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数字营销是提升品牌绩效的游戏规则改变者策略

该研究在数字影响者(DI)的调节下评估了移动应用使用(MAU)对品牌参与度(BENG)和品牌体验(BEXP)的影响。主要数据是通过……

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来源期刊

International Journal of Technology Marketing Business, Management and Accounting-Marketing

CiteScore

1.70

自引率

0.00%

发文量

期刊介绍： IJTMkt proposes and fosters discussion on the advancement of marketing practice and theory, with emphasis on technology and technology intensive products. This perspective acknowledges the complexity and importance of linking technology and marketing issues, as well as the necessity of innovatively marketing technology and technology intensive products.