Skip to main content
Search for Articles:
Journal of Digital Marketing and Communication

Journal Description

Journal of Digital Marketing and Communication

Journal of Digital Marketing and Communication (e-ISSN: 2809-1736) is an international, scientific, peer-reviewed, open-access journal for conceptual, empirical, and short essays in the areas of social media marketing, communication, digital economy, smart tourism, smart cities, e-business, transmedia storytelling, and other closely related disciplines published biannually (June and December) online by The Society of Tropical Science and Technology and Tecno Scientifica.

Open Access
e-ISSN: 2809-1736
Effects of Social Media in Tourism Marketing: Outlook on User Generated Content
by Santus Kumar Deb, Nandita Mallik

J. Digit. Mark. Commun. 2023, 3(2), pp 49-65

Social media has transformed the tourism industry, shifting it from its conventional model into an extreme knowledge pattern. This study focuses on the use of social media for tourism marketing to enhance tourist satisfaction through user-generated content. A mixed research method was employed, with an exploratory approach used to identify the critical success factors of social media user-generated content (UGC) for marketing tourism products. Purposive sampling was utilized, and data were collected from 200 respondents. To analyze the data, frequency distribution, multiple regression, and hypothesis testing were employed for user-generated content on social media for tourism marketing. The results of the study reveal that people spend an average of one to six hours daily on social media platforms. Graduate students aged 21-30 and employed individuals are more likely to use social media for travel purposes. The study also indicates that factors such as advocacy, a positive brand impression, travel inspiration, and careful content development are crucial for social media in tourism marketing. The travel industry provides visitors with personalized services, offering a social media network that systematically shares users' and like-minded people's experiences, allowing users to customize their anonymity and add value to their personal details. Full text

Localization and Global Marketing: Adapting Digital Strategies for Diverse Audiences
by Ifeanyi Okonkwo, John Mujinga, Emmanuel Namkoisse, Adrien Francisco

J. Digit. Mark. Commun. 2023, 3(2), pp 66-80;

In an increasingly interconnected world, businesses aiming for global success must navigate the intricate landscape of localization and global marketing. This manuscript delves into the pivotal strategies required to adapt digital marketing approaches, reaching and engaging diverse audiences worldwide. It emphasizes the significance of adapting digital marketing strategies through localization techniques to effectively cater to diverse global audiences. Staying informed is paramount, as a deep understanding of local news, cultural events, and ongoing conversations within a region is essential for creating content that remains timely and relevant. Active engagement in conversations related to local trends amplifies brand visibility and engagement within the community. Collaborating with local influencers provides an authentic bridge to regional audiences, offering valuable insights into the pulse of local trends. Aligning content with local values, interests, and sensitivities ensures that marketing materials resonate positively with diverse audiences. Additionally, the strategic use of localized hashtags enhances content discoverability. Encouraging user-generated content serves a dual purpose: fostering engagement and authentic endorsements, thereby bolstering brand credibility. Full text

The Role of Influencer Marketing in Building Authentic Brand Relationships Online
by Ifeanyi Okonkwo, Emmanuel Namkoisse

J. Digit. Mark. Commun. 2023, 3(2), pp 81-90;

Influencer marketing is a dynamic digital strategy that leverages social media influencers to promote products or brands to a targeted audience. It has evolved with the rise of platforms like Instagram, YouTube, and TikTok, providing individuals a stage to build substantial followings. Brands now collaborate with influencers to connect authentically with their demographics. Over time, influencer marketing has progressed from endorsements to include sponsored content, product placements, and influencer-generated material, emphasizing authenticity and trust in influencer selection. The objective of this review is to explore the dynamics of influencer marketing, from its evolution to its ethical considerations, effective campaign crafting, risk mitigation, and future trends, emphasizing its significance in the digital age.  In the influencer marketing landscape, there are various influencer types, including celebrities, micro-influencers, and nano-influencers. Celebrities offer broad reach but may lack personal connection, while micro-influencers engage specific niche audiences, and nano-influencers have hyper-local, engaged communities. Crafting effective influencer campaigns entails defining clear objectives, selecting the right influencers, creating engaging content, implementing a multi-channel approach, and fostering audience engagement. Measuring success beyond vanity metrics focuses on quantifiable outcomes for a more accurate evaluation. Mitigating risks involves addressing authenticity, regulatory compliance, audience relevance, content quality, metrics, scalability, and potential negative publicity, ensuring successful influencer partnerships. Future trends include virtual influencers and AI-driven campaigns, with influencer marketing evolving toward authenticity and long-term partnerships. Full text