2026-05-08T21:09:03Z https://tecnoscientifica.com/journal/jdmc/oai

oai:oai.tecnoscientifica.com:article/37 2021-12-08T01:59:48Z jdmc:ART

Predicting Communicative Behavior of Higher Institutions Employees during COVID-19 Pandemic: A Conceptual Assessment Adamu, Adamu Abbas Mohamad, Bahtiar Yuliaty Subarsa Putri, Kinkin COVID 19; communication; higher institution; crisis Over the last three decades, a series of research has revealed how strategic communication may have a profound effect on how members of society behave. More precisely, communication theories have documented the media's ability to determine the agenda in society. The situational theory of problem solving is particularly interesting because it explains why and how individual members of society communicate during a problematic situation. This hypothesis has been evaluated in a variety of contexts to determine its efficacy. However, few studies have been conducted to examine the influence of communication from corporations or government to community members. The character of persons, particularly employees' information seeking and sharing behavior, has been significantly overlooked in the context of COVID-19. The purpose of this study is to investigate theoretically how employees process, seek, forward, filter, choose, and exchange information regarding COVID 19. Tecno Scientifica Publishing 2021-12-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/37 10.53623/jdmc.v1i1.37 Journal of Digital Marketing and Communication; Volume 1 - Issue 1 - 2021; 1-6 2809-1736 10.53623/jdmc.v1i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/37/32 Copyright (c) 2021 Adamu Abbas Adamu, Bahtiar Mohamad, Kikin Yuliaty Subarsa Putri https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/43 2021-12-08T01:59:48Z jdmc:ESS

The Relationship Between Stakeholders and Corporate Reputation in the Education Industry Wern, Russel Wei Education industry; stakeholder communication; corporate reputation; decision making This paper analyses the relationship between Stakeholders and Corporate Reputation in the Education Industry. Through the qualitative research methodology of surveys, responses from stakeholders of different levels in the education industry has been analysed. More specifically, the areas of corporate reputation analysed were stakeholders’ management, stakeholder communication, Integrating Stakeholder Management and Communication to become Stakeholder Engagement, corporate reputation, image and identity and reputation and trust. From the analysed survey, it was found that engagement through actions of the organisations towards its stakeholders creates value and trust as two-way symmetrical communication for greater decision making. Tecno Scientifica Publishing 2021-12-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/43 10.53623/jdmc.v1i1.43 Journal of Digital Marketing and Communication; Volume 1 - Issue 1 - 2021; 13-18 2809-1736 10.53623/jdmc.v1i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/43/43 Copyright (c) 2021 Russel Wei Wern https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/44 2021-12-08T01:59:48Z jdmc:SR

Corporate Reputation Management: A Case Study of Courier Service Provider Nor Farzanah, Norhaznan corporate reputation; stakeholders; issue; communication One of the most significant intangible organisational assets is reputation. It's a complicated phenomenon that needs to be handled carefully. In fact, it has been proven that an organization's reputation is a prerequisite for individual stakeholders' willingness to participate in a relationship with it. This essay seeks to clarify the communication tactics that should be utilised to restore an organization's reputation that has been harmed by a problem. A case study of postal currier services was used to demonstrate how a problem might lead to a negative reaction from stakeholders. In maintaining an organization's reputation, the essay stated that addressing the issue immediately, developing inclusivity among employees, and organisational commitment as a corporate citizen are all vital. Tecno Scientifica Publishing 2021-12-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/44 10.53623/jdmc.v1i1.44 Journal of Digital Marketing and Communication; Volume 1 - Issue 1 - 2021; 19-23 2809-1736 10.53623/jdmc.v1i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/44/35 Copyright (c) 2021 Norhaznan Nor Farzanah https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/45 2021-12-08T01:59:48Z jdmc:SR

Artificial Intelligence Disruption in Public Relations: A Blessing or A Challenge? Liew, Fifi Ee En Public relations; artificial intelligence; storytelling; communication Artificial intelligence is bringing to the forefront of public relations functions new challenges as well as opportunity to achieve efficiency in communication with stakeholders. As shown in recent works, the acceptance and usage of artificial intelligence technologies by organization can help in measuring the return on investment of public relations efforts and ascertain congruency between organizational goals and objectives. This essay based on reflections and an interview with an experience public relations practitioner. The essay end by showing that artificial intelligence technology is here to stay. Therefore, public relations practitioners need to be adept of the technologies in order to increase the effectiveness of public relations functions. Tecno Scientifica Publishing 2021-12-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/45 10.53623/jdmc.v1i1.45 Journal of Digital Marketing and Communication; Volume 1 - Issue 1 - 2021; 24-28 2809-1736 10.53623/jdmc.v1i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/45/36 Copyright (c) 2021 Fifi Ee En Liew https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/48 2021-12-08T01:59:48Z jdmc:ART

Discussion Board Tool and Student Engagement in a Digital Learning Space Adeyinka-Ojo, Samuel Blackboard collaborate; discussion board tool; student engagement; active learning The purpose of this paper is to share the author’s online teaching experiences on increasing student engagement and learning experiences in a digital teaching environment using the discussion board tool. Blackboard was adopted as the learning management system at the author’s affiliated university for digital teaching and learning delivery during the COVID-19 pandemic era. A discussion board is a communication tool contained within Blackboard Collaborate Ultra that can be used to enhance learning and teaching. To achieve the purpose of my personal reflection reporting, this study asks one question of the participants: how would you describe your learning experience and engagement with your lecturer and fellow students using the discussion board tool for pre-tutorial and group assignments? This paper presents the context, reflection, and case scenarios of three UG teaching units concerning fostering student engagement in a digital learning environment through the discussion board tool. Findings indicate that there are three stages of student engagement using the discussion board tool, namely: tutor-student engagement, student-student engagement, and student group-student group engagement. The discussion board tool encourages an active learning experience. The implications of my reflective account show that fostering student engagement in a digital learning environment through the discussion board is important for both tutors and students. It is recommended that more faculty members explore learning and teaching resources available on the discussion board tool in the "new normal" era. Tecno Scientifica Publishing 2021-12-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/48 10.53623/jdmc.v1i1.48 Journal of Digital Marketing and Communication; Volume 1 - Issue 1 - 2021; 7-12 2809-1736 10.53623/jdmc.v1i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/48/33 Copyright (c) 2021 Samuel Adeyinka-Ojo https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/71 2022-06-17T08:04:11Z jdmc:SR

The An Understanding of How Stakeholder Relationships May Affect the Reputation of a Corporation Lee Wei Siang, Clement This study aimed to examine the relationship between stakeholder relationships and a company's reputation in the field of public relations. Responses from industry stakeholders in public relations were analyzed using an interview-based qualitative research technique. There were a few particular aspects that were examined in terms of corporate reputation, such as stakeholder management, stakeholder communication, stakeholder power analysis, corporate reputation, mutual trust, and reputation and stakeholders. From the study, it was discovered that trust between the corporation and its stakeholders creates value and loyalty for better and stronger strategic decision-making. Tecno Scientifica Publishing 2022-05-06 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/71 10.53623/jdmc.v2i1.71 Journal of Digital Marketing and Communication; Volume 2 - Issue 1 - 2022; 20-24 2809-1736 10.53623/jdmc.v2i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/71/68 Copyright (c) 2022 Clement Lee Wei Siang https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/75 2022-06-17T08:04:11Z jdmc:ART

Digital Literacy Hoax Information in Indonesian Tourism Area K. Y.S. Putri Vera Wijayanti Sutjipto Wiratri Anindhita Nada Arina Romli Yesi Andriani Rheva Deianeira, Diva Digital Literacy Restricted Area Audience Attitude The COVID-19 pandemic has drastically reduced tourism in Indonesia. Information, both legal and unclear, is milling about in cyberspace. Researchers are concerned with this problem by asking research questions about how much influence digital literacy has on attitudes toward responding to hoax news in new media. The purpose of the study was to determine the effect of digital literacy on attitudes toward responding to hoax news in new media. The concepts used are digital literacy, new media, and audience attitudes in responding to information in new media. Previous research has assisted this research in supporting this research. Questionnaires were distributed to the respondents in this study, accompanied by several interviews with several sources. The results of the validity and reliability tests of this study were good enough that they could proceed to the next statistical stage. The results of the descriptive research are positive. The condition of the COVID-19 pandemic has made tourism in Indonesia worse for tourist areas. Hoax information has made the area worse both economically and on the other hand. The relationship between digital literacy and the respondents' attitudes in this study is strong. The null hypothesis in this study was rejected, so the alternative research hypothesis was accepted. The novelty in this study is that the relationship between the two variables is in a pandemic condition that has lasted for two years in Indonesia. The impact of this pandemic has made tourist areas in Indonesia very problematic for the economy and people's lives. Suggestions for research include: additional research can describe or add additional analysis in solving societal problems. Tecno Scientifica Publishing 2022-05-06 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/75 10.53623/jdmc.v2i1.75 Journal of Digital Marketing and Communication; Volume 2 - Issue 1 - 2022; 1-11 2809-1736 10.53623/jdmc.v2i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/75/60 Copyright (c) 2022 K. Y.S. Putri , Vera Wijayanti Sutjipto , Wiratri Anindhita , Nada Arina Romli , Yesi Andriani, Diva Rheva Deianeira https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/76 2022-06-17T08:04:11Z jdmc:ART

Empowerment of Family Communications in Engagement Effectiveness of Family Members in Pandemic Times Istiyanto, S. Bekti Iskandar, Ifan Putri, Maulina Larasati Arviani, Kiki Dwi Hanifah, Hana Families are essential to a healthy and prosperous society. During a pandemic, the family's role in the development of family elements is diminished. The research question is whether family communication exists regarding family members' engagement during a pandemic. The study's objective was to ascertain the effect of family communication on family members' involvement during a pandemic. The term "family communication" refers to the exchange of information between family members and the involvement of family members. The researchers distributed validated and reliable questionnaires to respondents. The findings of this study indicate that family communication has a strong correlation with family member involvement. In this study, the null hypothesis was rejected. As a result, the alternative research hypothesis was accepted. All aspects of family communication that have a positive value, such as words, gestures, voice intonation, actions to instill hope, expressions, and mutual understanding, have a strong relationship with the two variables.The research concludes and suggests that all family communication components possess positive descriptive elements and thus exert a strong influence on family members' participation in this study. Tecno Scientifica Publishing 2022-05-06 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/76 10.53623/jdmc.v2i1.76 Journal of Digital Marketing and Communication; Volume 2 - Issue 1 - 2022; 12-19 2809-1736 10.53623/jdmc.v2i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/76/62 Copyright (c) 2022 S. Bekti Istiyanto, Ifan Iskandar, Maulina Larasati Putri, Kiki Dwi Arviani, Hana Hanifah https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/82 2022-06-17T08:04:11Z jdmc:SR

Impacts of Public Relations on Corporate Reputation Lee, Jing Wun Public relations; corporate reputation; communication; stakeholders This article reviews the impact of public relations on corporate reputation in the contemporary corporate environment. A favorable reputation enables businesses to maintain a competitive advantage. In order to achieve long-term success, it is essential for businesses to establish and preserve a positive reputation. This report used real-world examples to illustrate how effective communication aids in reputation management. In addition, this essay is dependent on conjectures and an interview with an experienced Public Relations practitioner. Nonetheless, there are a number of ways for firms to communicate with their stakeholders more effectively in order to develop a positive corporate reputation. Most crucially, firms require Public Relations professionals to aid in establishing and maintaining connections with various stakeholder groups. Consequently, it is essential for firms to identify and comprehend their key stakeholders, as well as employ effective communication tactics, in order to maintain a positive reputation. Tecno Scientifica Publishing 2022-06-17 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/82 10.53623/jdmc.v2i1.82 Journal of Digital Marketing and Communication; Volume 2 - Issue 1 - 2022; 30-36 2809-1736 10.53623/jdmc.v2i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/82/79 Copyright (c) 2022 Jing Wun Lee https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/96 2022-06-17T08:04:11Z jdmc:SR

Corporate Reputation: Building and Mantaining Tiong, Abraham Chuang-Chyi Stakeholder management stakeholder communication corporate reputation internal stakeholder management Within the context of a corporation, this research investigated how to construct and preserve a positive corporate reputation. Interview-based qualitative research methods were utilized to compile the information that was acquired from public relations experts working in the PR area. The purpose of this study is to investigate whether or not there are any connections between company reputation and stakeholder management. In addition, research has been carried out to discover the best way to develop communication strategies with the various sorts of stakeholders. In-depth primary research was conducted with a carefully selected respondent with the purpose of gaining an understanding of how businesses and other organizations construct and preserve their corporate reputations. The respondent was selected to ensure that the feedback obtained would be of a high quality and would reflect insight from a position that is rarely presented in public. In order to guarantee the reliability of the findings, conclusions were drawn based on the information obtained from the interviewee in addition to the findings of a number of other research and journal articles. Tecno Scientifica Publishing 2022-06-17 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/96 10.53623/jdmc.v2i1.96 Journal of Digital Marketing and Communication; Volume 2 - Issue 1 - 2022; 25-29 2809-1736 10.53623/jdmc.v2i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/96/78 Copyright (c) 2022 Abraham Chuang-Chyi Tiong https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/164 2025-04-23T07:31:20Z jdmc:ART

Uses and Gratification Theory in TikTok as Social Media Marketing Platform: Seen from Market Player View Mutiara, Praventyasari Kinkin Yuliaty Subarsa Putri Uses and Gratification TikTok Brand Awareness Marketing This study aimed to understand the relationship between social media users and content using the use and gratification theories. It is also written to apprehend one of many communication theories, which includes mass communication theory and uses and gratification theory. This theory studies the reasons why people use social media platforms to create brand awareness and why they choose a particular platform to promote their brand awareness. The research methodology used in this study was descriptive qualitative. The author took samples from TikTok users who use social media to create brand awareness using the use and gratification theories. The research used two types of accumulation data technique (ADT), which are online desk research by interview and online desk research. TikTok was the mass media used for this research. The results show why TikTok is chosen as the best mass medium for creating brand awareness based on the uses and gratification theory. In conclusion, TikTok meets the qualifications for social media marketing to create brand awareness based on the uses and gratification theory. Tecno Scientifica Publishing 2023-03-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/164 10.53623/jdmc.v3i1.164 Journal of Digital Marketing and Communication; Volume 3 - Issue 1 - 2023; 1-11 2809-1736 10.53623/jdmc.v3i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/164/123 Copyright (c) 2023 Praventyasari Mutiara, Kinkin Yuliaty Subarsa Putri https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/215 2025-04-23T07:31:20Z jdmc:ART

The Effectiveness of Instagram Account @fwidayantogallery in Attracting Tourist Visits to F. Widayanto Ceramic House Using the AIDA Model Approach Alfia Prastiana, Lauditta Erfinda, Yosi Nurhidayati, Hindun Social media platforms, especially Instagram, played a strong role in promoting tourist attractions. F. Widayanto ceramic house was one of the tourist attractions that used Instagram as a place to market ceramic products and ceramic educational tours. The location of this study was at F. Widayanto ceramic house, Depok City, West Java. The manager of Keramik F. Widayanto ceramic house hoped that social media would be used as a media campaign to attract visits. This research was carried out by analyzing the interest of tourist visits to F. Widayanto ceramic house and analyzing the effectiveness of the @fwidayantogallery Instagram account in attracting tourists' visits using the AIDA model (attention, interest, desire, and action). The methods used were quantitative descriptive approaches and multiple linear regression analysis techniques. The number of respondents was obtained as many as 50 people from active users of Instagram. The results showed that the interest in tourist visits to F. Widayanto ceramic house, which obtained the highest score, was found in the component of the interested section to find information about the product, followed by finding out the product, considering buying, and being interested in trying. Meanwhile, the lowest value was found in the component of wanting to have. Based on the results of multiple regression analysis, the effectiveness of Instagram accounts using the AIDA Model consisting of the variables of attention, interest, desire, and action simultaneously had a significant effect on the interest of tourist visits to F. Widayanto ceramic house. Meanwhile, only the variables of desire and action had a significant effect on the interest of tourist visits partially. Tecno Scientifica Publishing 2023-03-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/215 10.53623/jdmc.v3i1.215 Journal of Digital Marketing and Communication; Volume 3 - Issue 1 - 2023; 12-18 2809-1736 10.53623/jdmc.v3i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/215/124 Copyright (c) 2023 Lauditta Alfia Prastiana, Yosi Erfinda, Hindun Nurhidayati https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/247 2025-04-23T07:31:20Z jdmc:REV

The Role of Social Media in Enhancing Communication and Collaboration in Business Okonkwo, Ifeanyi Awad, Hisham Abubaker Effective communication; knowledge transfer; network externalities; business growth The study aimed to highlight the importance of effective communication and collaboration in modern business, and how social media can be used as a vital tool to connect with customers, employees, and other stakeholders in new and innovative ways. Effective communication and collaboration are essential to the success of any business, particularly in the modern era, where competition is intense and innovation is required to stay competitive. To accomplish their goals, businesses must be able to communicate ideas, feedback, and information efficiently and effectively. Social media has become an indispensable instrument for connecting with customers, employees, and other stakeholders in novel and creative ways, resulting in increased innovation, enhanced productivity, and a more engaged and motivated workforce. Businesses can improve their knowledge transfer processes and foster a culture of continuous learning and innovation by leveraging social media platforms. Favourable network externalities in social media refer to the favourable effects that result from an increase in social media platform usage. This allows businesses to reach a larger audience and increase brand recognition. Social media can also provide valuable insights into customer behaviour and preferences, allowing businesses to tailor their marketing strategies and products to suit their customers' needs. Social media monitoring is essential for the growth of business capital because it enables businesses to measure their online reputation and respond promptly to any negative comments or feedback. However, social media has been linked to melancholy, anxiety, and addiction. Therefore, businesses must take steps to mitigate the negative effects of social media on the mental health of their employees, such as providing mental health support services and promoting healthy social media usage. Tecno Scientifica Publishing 2023-05-25 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/247 10.53623/jdmc.v3i1.247 Journal of Digital Marketing and Communication; Volume 3 - Issue 1 - 2023; 19-27 2809-1736 10.53623/jdmc.v3i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/247/142 Copyright (c) 2023 Ifeanyi Okonkwo, Hisham Abubaker Awad https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/248 2025-04-23T07:31:20Z jdmc:REV

Exploring the Role of Communication in Enhancing the Gastronomic Tourism Experience Mwangi, Grace Mwalongo, Joseph Gastronomic tourism; effective communication; tourism policies; culinary culture This article highlights the increasing prevalence of gastronomic tourism, which emphasizes tasting local cuisine and experiencing local culinary culture. In terms of language, culture, and cuisine, the significance of effective communication in facilitating this experience is emphasized. The article explains that translation applications and social media are playing an increasingly significant role in how travellers communicate with natives. Effective communication is regarded as essential for a successful gastronomic tourism experience, as it enables tourists to interact with local communities and develop a deeper appreciation for culture and cuisine. Additionally, the article highlights the significance of sustainable and responsible gastronomic tourism policies, which can promote locally sourced and diverse cuisines, responsible consumption, and support local food producers and suppliers. Gastronomy is an essential element of a region's cultural heritage, and it has a substantial impact on tourism, job creation, and economic development. Gastronomy plays a significant role in attracting travellers and enhancing the overall tourism experience of destinations. Tecno Scientifica Publishing 2023-05-25 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/248 10.53623/jdmc.v3i1.248 Journal of Digital Marketing and Communication; Volume 3 - Issue 1 - 2023; 28-35 2809-1736 10.53623/jdmc.v3i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/248/143 Copyright (c) 2023 Grace Mwangi, Joseph Mwalongo https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/261 2025-04-23T07:31:20Z jdmc:ART

Women's Participation in Tourist Village Empowerment Yuliana Kusumadewi, Eti Solikhatun Sari, Lilik Kartika Sulaiman, Adhi Iman Wuryaningsih, Tri Prastyanti, Shinta community empowerment participation tourist village women Community participation is an important part of the implementation of community empowerment, which is generally carried out in the village. Women's participation, as a form of reducing gender inequality, contributes to efforts to maintain and develop tourism villages. The research aims to analyze the practice of women's participation in Cikakak Tourism Village. The research method used is a mixed method with data collection techniques including distributing questionnaires, conducting Focus Group Discussions, conducting in-depth interviews, and observation. The research informants include women's participation actors, such as family welfare empowerment groups, women farmers groups, business groups, and the village head. The research employs a qualitative research approach with a case study methodology. The results of the study show that women's participation in Cikakak Tourism Village has been carried out voluntarily and democratically, involving them in the process of planning and decision-making for Tourism Village activities, with a tendency towards a representative system. The women have contributed in various forms, such as in-kind contributions, labor, expertise or skills, and monetary contributions, which are adjusted based on the individual's capabilities. The most common form of contribution made by women is in the form of labor. Tecno Scientifica Publishing 2023-06-07 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/261 10.53623/jdmc.v3i1.261 Journal of Digital Marketing and Communication; Volume 3 - Issue 1 - 2023; 36-48 2809-1736 10.53623/jdmc.v3i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/261/145 Copyright (c) 2023 Eti Solikhatun Yuliana Kusumadewi, Lilik Kartika Sari, Adhi Iman Sulaiman, Tri Wuryaningsih, Shinta Prastyanti https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/311 2025-04-23T07:34:02Z jdmc:REV

Localization and Global Marketing: Adapting Digital Strategies for Diverse Audiences Okonkwo, Ifeanyi Mujinga, John Namkoisse, Emmanuel Francisco, Adrien Global marketing; cultural sensitifity; content adaptation; language localization 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. Tecno Scientifica Publishing 2023-11-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/311 10.53623/jdmc.v3i2.311 Journal of Digital Marketing and Communication; Volume 3 - Issue 2 - 2023; 66-80 2809-1736 10.53623/jdmc.v3i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/311/173 Copyright (c) 2023 Ifeanyi Okonkwo, John Mujinga, Emmanuel Namkoisse, Adrien Francisco https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/316 2025-04-23T07:34:02Z jdmc:ART

Effects of Social Media in Tourism Marketing: Outlook on User Generated Content Deb, Santus Kumar Mallik, Nandita 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. Tecno Scientifica Publishing 2023-11-13 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/316 10.53623/jdmc.v3i2.316 Journal of Digital Marketing and Communication; Volume 3 - Issue 2 - 2023; 49-65 2809-1736 10.53623/jdmc.v3i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/316/167 Copyright (c) 2023 Santus Kumar Deb, Nandita Mallik https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/350 2025-04-23T07:34:02Z jdmc:REV

The Role of Influencer Marketing in Building Authentic Brand Relationships Online Okonkwo, Ifeanyi Namkoisse, Emmanuel Influencer marketing; social media influencers; authenticity in marketing; ethical considerations; digital marketing evolution 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. Tecno Scientifica Publishing 2023-12-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/350 10.53623/jdmc.v3i2.350 Journal of Digital Marketing and Communication; Volume 3 - Issue 2 - 2023; 81-90 2809-1736 10.53623/jdmc.v3i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/350/174 Copyright (c) 2023 Ifeanyi Okonkwo, Emmanuel Namkoisse https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/360 2025-04-23T07:34:02Z jdmc:REV

Revolutionizing Tourism: Harnessing the Power of IoT in Smart Destinations Farid, Smail Boudia, Mohamed Ayoub Mwangi, Grace Smart destinations; Internet of Things (IoT); tourism technology; connected transportation; wearable device The convergence of technology and travel has given rise to the paradigm of smart destinations, fueled by the transformative force of the Internet of Things (IoT). This review paper delves into the revolutionary impact of IoT on tourism, specifically focusing on the concept of smart destinations. Smart Hotels, exemplifying this paradigm shift, redefine the guest experience through seamless technology integration. Smart room controls, driven by IoT, intuitively respond to guest preferences, transforming the traditional stay into a personalized and efficient encounter. Transportation undergoes a parallel transformation through connected transportation, where IoT innovations reshape global mobility. From smart airports to intelligent traffic management systems, the integration of IoT ensures seamless and efficient travel experiences for both passengers and goods. Wearable devices further enhance the tourism experience, with smart tour guides leading the way. Wearables provide real-time information and personalized recommendations, with smart glasses employing augmented reality (AR) to overlay digital information onto the physical world. This hands-free approach enriches tourist exploration of historical sites and museums. In popular tourist attractions, IoT-enabled experiences redefine engagement. From smart museums to AR tours and interactive exhibits, the integration of IoT technologies enhances how visitors interact with cultural landmarks, creating immersive and technologically enriched tourism experiences. This review explores the multifaceted intersections of IoT and tourism, offering insights into current trends and future prospects in this dynamic space. Tecno Scientifica Publishing 2023-12-25 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/360 10.53623/jdmc.v3i2.360 Journal of Digital Marketing and Communication; Volume 3 - Issue 2 - 2023; 91-99 2809-1736 10.53623/jdmc.v3i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/360/183 Copyright (c) 2023 Smail Farid, Mohamed Ayoub Boudia, Grace Mwangi https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/365 2025-04-23T07:34:02Z jdmc:REV

Revolutionizing Retail: A Mini Review of E-commerce Evolution Ntumba, Charles Aguayo, Samuel Maina, Kamau E-commerce evolution; technological innovations; artificial intelligence in retail; consumer behavior trends, future of e-commerce This review article delves into the transformative journey of e-commerce, tracing its inception in the mid-1990s, characterized by visionary companies such as Amazon, eBay, Alibaba, PayPal, and Dell. These pioneers laid the foundation for a digital commerce revolution, with technological innovations, particularly in mobile technology, reshaping the e-commerce landscape and providing users with seamless, on-the-go shopping experiences. The integration of augmented reality (AR) and virtual reality (VR) further bridged the gap between physical and digital realms, offering immersive product interactions. Artificial intelligence (AI) emerged as a transformative force, utilizing algorithms to analyze user data and personalize online shopping experiences. AI-driven chatbots and virtual assistants enhanced customer support, contributing to an overall personalized shopping journey. The predictive capabilities of AI enabled platforms to anticipate user behavior and strategically deploy personalized recommendations. Evolving consumer behavior, influenced by the convenience of online shopping and social media, is a central theme, with the rise of conscious consumers emphasizing sustainability and ethical practices in purchasing decisions. Looking forward, future trends in e-commerce include the continued dominance of AI in refining personalization, the potential of blockchain for transparency and security, and the integration of the Internet of Things (IoT) for a more connected shopping experience. AR, VR, voice commerce, and cross-border e-commerce are anticipated to play significant roles.   Tecno Scientifica Publishing 2023-12-26 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/365 10.53623/jdmc.v3i2.365 Journal of Digital Marketing and Communication; Volume 3 - Issue 2 - 2023; 100-110 2809-1736 10.53623/jdmc.v3i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/365/184 Copyright (c) 2023 Charles Ntumba, Samuel Aguayo, Kamau Maina https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/416 2025-04-23T07:35:57Z jdmc:ART

Digital Behavior Analysis and Decoding Marketing Merits of Top Indian Institutes Agrawal, Mitalee FACHIO Digital Behaviour Social Media Twitter NIRF perception Koo Microblogging Digital Marketing The impact of social media on higher education institutions is extensive, making it a crucial focus for studying the role of social media marketing in education. In India, the National Institutional Ranking Framework (NIRF) plays a pivotal role in assessing the position of higher education institutes, categorized as public/private and technical/non-technical. NIRF 2022 ranked 1,350 institutes, considering parameters such as academics, research, innovation, financials, graduate outcomes, inclusivity, and perception. While perception holds a 10% weight, it significantly influences other primary parameters. Post-COVID and thanks to rapid digitalization, there has been a significant surge in social media usage by the youth of the country. Consequently, social media has emerged as a prime source of communication for educational institutes as well. This study focuses on analyzing "Digital Marketing Strategies," referred to as "Digital Behaviour," by examining Twitter usage among the top 50 institutes in the NIRF 2022 overall category in India. It also suggests a reference model, FACHIO©, for digital marketing by higher education institutions, which can be followed by institutes abroad. The conclusion discusses how FACHIO© can play a pivotal role in the era of digital marketing in higher education. The basic idea can be utilized to make comparative analyses and develop suitable strategies for digital marketing in other sectors as well.   Tecno Scientifica Publishing 2024-06-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/416 10.53623/jdmc.v4i1.416 Journal of Digital Marketing and Communication; Volume 4 - Issue 1 - 2024; 19-31 2809-1736 10.53623/jdmc.v4i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/416/219 Copyright (c) 2024 Mitalee Agrawal https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/421 2025-04-23T07:35:57Z jdmc:ART

The Influence of Media Exposure to the Final Presidential Debate Program in 2024 on Net TV Channel on the Attitudes of Voters in Jakarta Putri, Amanda Kanary Kinkin Yuliaty Subarsa Putri Vera Wijayanti Sutjipto During elections, television is considered an important mass media platform for political campaigning by political parties. In general elections, it's undeniable that many political parties utilize mass media to influence the public. The lack of political awareness and education among first-time voters is feared to be a cause of declining political participation in the 2024 elections. Through the broadcast of presidential debates, prospective voters can learn about the vision, mission, and programs of presidential candidates. Over time, perceptions, both positive and negative, are formed. How candidate pairs convey messages and create impressions during debates is also observed. This research employs a quantitative approach using the survey method. The population consists of voters in Jakarta, with a sample size of 100 respondents determined using the Slovin formula. The study reveals a significant influence of media exposure from the final presidential debate program in 2024 on NET TV on the attitudes of voters in Jakarta, as confirmed by validity, reliability, and simple linear regression tests. Tecno Scientifica Publishing 2024-05-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/421 10.53623/jdmc.v4i1.421 Journal of Digital Marketing and Communication; Volume 4 - Issue 1 - 2024; 1-6 2809-1736 10.53623/jdmc.v4i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/421/211 Copyright (c) 2024 Amanda Kanary Putri, Kinkin Yuliaty Subarsa Putri, Vera Wijayanti Sutjipto https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/429 2025-04-23T07:35:57Z jdmc:ART

The Study of Uses and Gratification Theory of TikTok as A Shopping Platform Seen from Buyers’ View Mutiara, Praventyasari Putri, Kinkin Yuliaty Subarsa TikTok Shop Marketing Shopping Platform Uses and Gratification Shopping is one of the economic activities enjoyed by most people. Interest in new items is always a long-anticipated part of shopping. The growth of global industry and the disappearance of national borders have made a lot of information about shopping centers available, particularly through an online shopping application called TikTok Shop. As a new application, TikTok Shop has attracted the attention of its users, resulting in many requests being made through TikTok Shop. Using a qualitative approach, researchers describe people's habits by interviewing them about their use of TikTok Shop and what aspects satisfy them when shopping on TikTok Shop. By employing qualitative methodology and interviews, the researchers aim to understand why people use TikTok Shop nowadays. The results show that TikTok Shop is considered to meet users' wants and needs, providing satisfaction through discounts, live shows, and other minor features described in this article. The conclusion is that shoppers are likely to increasingly turn to TikTok Shop over the next few years, making it a favorite shopping tool. Tecno Scientifica Publishing 2024-05-20 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/429 10.53623/jdmc.v4i1.429 Journal of Digital Marketing and Communication; Volume 4 - Issue 1 - 2024; 7-18 2809-1736 10.53623/jdmc.v4i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/429/216 Copyright (c) 2024 Praventyasari Mutiara, Kinkin Yuliaty Subarsa Putri https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/434 2025-04-23T07:35:57Z jdmc:ART

Musyawarah Program: Analyzing Narasi TV’s Agenda Setting Strategy for the 2024 Presidential and Vice Presidential Election Issue Fazli, Luthfi Putri, Kinkin Yuliaty Subarsa Television Program Musyawarah Agenda Setting 2024 Presidential Election Indonesia was carrying out the General Election Agenda for the President and Vice President, which was held every five years. 2024 is an election year in which the Indonesian people will choose their leader. Consequently, election coverage dominated program content and news from the mass media, particularly television. Narasi TV had also reported on these electoral issues by airing the Musyawarah show, a special program about the 2024 presidential election. Based on this, the study's goals were to evaluate the role of Narasi TV’s creative team in shaping the media agenda for the 2024 presidential election and to determine what Narasi TV and the creative team anticipate from the public through the Musyawarah program. The research method used in this article was a qualitative research method, specifically the descriptive-qualitative method, focusing on data from literature reviews from various references to analyze how the Narasi TV creative team applies Agenda Setting theory to the issue of the 2024 presidential election through the Musyawarah program. The results showed that Narasi TV’s media agenda on the issue of the 2024 presidential election includes the existence of a special program on the topic, namely the Musyawarah program. Additionally, the creative team’s media agenda for the Musyawarah program includes efforts to raise issues around the 2024 presidential election that are frequently disregarded or neglected by other mass media, despite their significance. Tecno Scientifica Publishing 2024-06-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/434 10.53623/jdmc.v4i1.434 Journal of Digital Marketing and Communication; Volume 4 - Issue 1 - 2024; 32-45 2809-1736 10.53623/jdmc.v4i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/434/220 Copyright (c) 2024 Luthfi Fazli, Kinkin Yuliaty Subarsa Putri https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/454 2025-04-23T07:35:57Z jdmc:ART

Guest Insight Regarding Service Quality in Hotels: An Empirical Study from Bangladesh Bhowmik, Debasree Hasan, Shahariar Nafi, Shohel Md. Tourism Hospitality Hotel Service quality Satisfaction Bangladesh The tourism industry is one of the major service sectors expanding rapidly. Hotels play a prime role in delivering service to guests and creating satisfaction. This study aims to measure the guest insight regarding the service quality of star-ranking hotels in Bangladesh. Thus, a quantitative approach was used to conduct the study, and a well-structured, close-ended questionnaire was developed. This study used a five-point Likert scale for collecting data. Statistical tool SPSS 24 was used for data analysis. The analysis of guest insight towards the service quality of star-ranking hotels in Bangladesh shows a positive picture. Key areas such as service quality, food quality, location, and modern facilities receive high satisfaction scores, indicating the hotel's strengths. Safety and security measures are also well-regarded, although in-room security features need enhancement. Employee behavior shows a favorable view, particularly in complaint resolution, though overall service and interaction could improve. Green environment practices are recognized but have growth opportunities, especially in promoting energy-saving initiatives. This study will help to reshape the hotel services in Bangladesh and give direction for more extensive research to identify the segmentation-based hotel service.  Tecno Scientifica Publishing 2024-06-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/454 10.53623/jdmc.v4i1.454 Journal of Digital Marketing and Communication; Volume 4 - Issue 1 - 2024; 46-61 2809-1736 10.53623/jdmc.v4i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/454/230 Copyright (c) 2024 Debasree Bhowmik, Shahariar Hasan, Shohel Md. Nafi https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/484 2025-04-23T07:37:52Z jdmc:ESS

Digital Marketing and Consumer Nutritional Behavior Kömürcü, Aysu Özdil, Dilara Botsali, Ahmet Reha Önay Derin, Didem Beslenme Davranışı Yapay Zeka Dijital Pazarlama Digital marketing involves promoting and selling products and services online and it is becoming extremely critical for retailers to gain new customers. Digital marketing uses online platforms, e-mail communications and messaging services, advertisements, and multi-modal online techniques. Digital marketing techniques can be used in parallel with machine learning and artificial intelligence to provide more effective results in analyzing customer behavior. Artificial intelligence (AI) has become an important and popular tool in the 21st century, affecting almost every sector, including engineering, science, medicine, business, finance, and marketing. However, AI’s dominance in every field of life, especially in digital marketing, may cause some ethical concerns related to consumers. In addition to these moral concerns, digital marketing creates doubts about its negative impact on human health.   For this reason, understanding consumer behavior and providing products according to consumer needs has become indispensable for companies today. Digital marketing is everywhere in our daily lives and is also frequently used in the food industry. Through digital marketing, food industries promote the consumption of foods that are particularly high in energy and poor in nutrients. Consequently, individuals exposed to digital marketing in the food industry may be prone to obesity-related problems. This study analyzes the relationship between digital marketing, AI, and consumer behavior specifically on eating habits along with references from the literature. Tecno Scientifica Publishing 2024-09-23 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/484 10.53623/jdmc.v4i2.484 Journal of Digital Marketing and Communication; Volume 4 - Issue 2 - 2024; 62-69 2809-1736 10.53623/jdmc.v4i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/484/238 Copyright (c) 2024 Aysu Kömürcü, Dilara Özdil, Ahmet Reha Botsali, Didem Önay Derin https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/494 2025-04-23T07:37:52Z jdmc:ART

Mental Health and Psychological Wellbeing of Employees to Manage Post COVID-19 Crisis: Insights from Hospitality Industry Bhuiyan, Kamrul Hasan Kowser, Ali Mohammad Santus Kumar Deb COVID-19 pandemic has driven the world towards socio-economic emergency and psychological distress. This unprecedented but far-reaching consequence has devastated the service sector, particularly the hospitality industry. The purpose of this study was to explore the impact of managing mental health as well as psychological wellbeing of the employees in the hospitality industry to manage the crisis of  post COVID-19 in terms of depression, anxiety and stress. This study used quantitative research methods and data were collected from a sample of 253 employees of hospitality industry using a purposing sampling technique. More emphasize were given to Dhaka, Chattagram and Sylhet divisions due to proximity of hospitality properties. The cross-sectional survey form was designed to measure the mental health and psychological wellbeing of employees in the hospitality industry whereas DASS-21 (Depression, Anxiety and Stress Scale) was used as screening instrument. The multinomial logistic regression was used to test the relationship among the variables. The results of the study show that 52% of the respondents are suffering from moderate to severe level of depression, 66% of the respondents are suffering from moderate to extremely severe level of anxiety but almost 90% of the respondents are not stressed or have mild stress symptoms. In addition, likelihood test results of DASS-21 shows that pandemic had a significant negative impact on initiative to work, panic, and agitated for the employees of hospitality industry, which still have a dominance. The findings of this study will assist the researchers, top management; and government to understand mental health and psychology of employees. Tecno Scientifica Publishing 2024-11-25 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/494 10.53623/jdmc.v4i2.494 Journal of Digital Marketing and Communication; Volume 4 - Issue 2 - 2024; 95-109 2809-1736 10.53623/jdmc.v4i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/494/266 Copyright (c) 2024 Kamrul Hasan Bhuiyan, Ali Mohammad Kowser, Santus Kumar Deb https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/506 2025-04-23T07:37:52Z jdmc:ART

Influence of Advertising on Platform YouTube on Interest in Buying Netflix Services Products Aryadi, Muhammad Alfian Safitri, Dini Putri , Kinkin Yuliaty Subarsa The development towards digital has made many changes that have occurred in various aspects of human life. In this era, many social media applications have sprung up which are certainly a means of entertainment for some people. With the increasing frequency of access to social media, several product or service companies advertise their products or services on social media, one of which is Netflix. One of the social media that they use to advertise their services is Youtube. This is becausee YouTube has become one of the most frequently accessed social media by people. This study uses a quantitative method with a correlational approach. The population contained in this study were 82 students of the Communication Science study program, Universitas Negeri Jakarta, 2019. Sampling in the study using probability sampling method by means of simple random sampling. The number of sample taken was 68 respondents based on calculations using the Slovin formula. From this study, the results obtained are that there iss an influence between ads on Youtube platform on students buying interest. This is evidenced by calculations using t count and t table and significance analysis. In addition, Netflix advertisements on Youtube have a direct relationship with the variable Y with a constant value of 4.228. Therefore, it can be ignored that Ads on Youtube Platform have an influence on the interest in buying Netflix service products. Tecno Scientifica Publishing 2024-11-17 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/506 10.53623/jdmc.v4i2.506 Journal of Digital Marketing and Communication; Volume 4 - Issue 2 - 2024; 78-85 2809-1736 10.53623/jdmc.v4i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/506/263 Copyright (c) 2024 Muhammad Alfian Aryadi, Dini Safitri, Kinkin Yuliaty Subarsa Putri https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/508 2025-04-23T07:37:52Z jdmc:ART

The Effect of Starbucks Reward Marketing Communications on Instagram @starbucksindonesia on Followers Buying Interest Farhan, Muhammad Yoga Nugrahaeni, Elisabeth Putri, Kinkin Yuliaty Subarsa Marketing Communications Social Media Marketing Purchase Interest The development of technology has significantly influenced various aspects of life, particularly in communication and business, which are closely interconnected. In marketing, effective communication plays a crucial role, a concept known as marketing communication. In today's digital era, most activities are conducted online, making marketing communications increasingly reliant on online media. Marketing communication is a strategic activity aimed at creating awareness or knowledge about products and their attributes, informing consumers about product benefits, building a positive image, and fostering positive attitudes, preferences, and buying interest in the product. This research aims to examine the effect of Starbucks Reward marketing communications on Instagram @starbucksindonesia on followers' buying interest. A quantitative research approach with a survey method was employed. The population for this study consisted of followers of the Instagram account @starbucksindonesia, with a sample size of 100 participants. The research findings indicate that the calculated t-value was 9.091, which is greater than the critical t-value of 1.995 (9.091 > 1.995). The significance value was 0.000, which is less than the threshold of 0.05 (0.000 < 0.05). These results demonstrate a significant influence of the independent variable X (Marketing Communications) on the dependent variable Y (Buying Interest). Tecno Scientifica Publishing 2024-11-21 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/508 10.53623/jdmc.v4i2.508 Journal of Digital Marketing and Communication; Volume 4 - Issue 2 - 2024; 86-94 2809-1736 10.53623/jdmc.v4i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/508/265 Copyright (c) 2024 Muhammad Yoga Farhan, Elisabeth Nugrahaeni, K.Y.S. Putri https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/509 2025-04-23T07:37:52Z jdmc:ART

The Effect of Uploads on Folkative on the Fulfillment of Information for Z Generation Darmawan, Nelfina Safitri, Dini Putri, K.Y.S. Sary, Marisa Puspita Putri, Maulina Larasati Sutjipto, Vera Wijayanti A rapid development, especially in the technology industry, led to a big impact on media development. A lot of media companies switched from conventional media to digital media because of fear of being eroded and disability to adapt with the digital advances. not only that, there were also a lot of new online media appearance based on social media, one of which is Folkative. We cannot deny that social media is a new platform which is loved by lots of people, especially Z generation, so the appearance of new online media such as Folkative created a uniqueness of it. Folkative itself is a new online media platform based on Instagram which focused on news, art, culture, and local products, Folkative was called as new media since it was established on 2018. This research aims to determine the effect of uploads on Folkative on the fulfillment of information for Z generation. This research is quantitative research which defines phenomenon with numbers. This research also focused on communication major student at Universitas Negeri Jakarta especially on class of 2020 as the population. This research tests the validity and reliability of data, simple linear regression test to check the effect, and hypothesis test using IBM SPSS (Statistical Product and Service Solutions) version 25. Based on the results of this research, it was determined that there was a positive impact of 15,6%, so it was concluded that there was an effect of uploads on Folkative on the fulfillment of information for Z generation. Tecno Scientifica Publishing 2024-11-17 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/509 10.53623/jdmc.v4i2.509 Journal of Digital Marketing and Communication; Volume 4 - Issue 2 - 2024; 70-77 2809-1736 10.53623/jdmc.v4i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/509/262 Copyright (c) 2024 Nelfina Darmawan, Dini Safitri, K.Y.S. Putri, Marisa Puspita Sary, Maulina Larasati Putri, Vera Wijayanti Sutjipto https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/541 2025-10-07T00:08:23Z jdmc:ART

Political Branding of Prabowo Subianto in Instagram During the Presidential Campaign in 2024 Wijanarko, Totok Ony Agusta, Yori Dwi Bari Hutapea, Edison Bonartua Mufti, Zulfikar Putri, Amanda Kanary The campaign period in the 2024 presidential election was crucial for the three presidential candidate pairs (Anies-Muhaimin, Prabowo-Gibran, and Ganjar-Mahfud) to develop and implement their political communication strategies. Branding was a key aspect of political communication that needed to be considered. One of the more interesting aspects was the branding of Prabowo as a candidate participating in the presidential election for the fourth time, now showcasing a different character. This research was conducted to analyze Prabowo's political branding through social media during the 2024 presidential election campaign. The focus of the research was to describe Prabowo's political branding by categorizing it into three parts: house brands, platform brands, and product brands, in accordance with the brand hierarchy theory from Cosgrove. The method used for the research was qualitative content analysis. Data and information were obtained through an analysis of the content on Prabowo's Instagram account and interviews with three sources related to the research topic. The results of the study showed that the house brand of Prabowo's political branding through social media during the 2024 presidential election campaign was "Prabowo Subianto 2024." Five brand platforms were identified: Humanism, Continuity, Bersama Indonesia Maju (Together with Onward Indonesia), Militarism, and Free Lunch. Furthermore, the product brand identified was Aksi Gemoy, which was part of Humanism. Tecno Scientifica Publishing 2025-01-18 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/541 10.53623/jdmc.v5i1.541 Journal of Digital Marketing and Communication; Volume 5 - Issue 1 - 2025; 34-47 2809-1736 10.53623/jdmc.v5i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/541/279 Copyright (c) 2025 Totok Ony Wijanarko, Yori Dwi Bari Agusta, Edison Bonartua Hutapea, Zulfikar Mufti, Amanda Kanary Putri https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/543 2025-10-07T00:08:23Z jdmc:ART

The Influence of Brand Ambassador Red Velvet on Purchase Decision of BNI Tapcash Priyambodo, Anggito Putri, Kinkin Yuliaty Subarsa Putri Sutjipto, Vera Wijayanti This research examines the influence of Red Velvet as a brand ambassador on consumer purchasing decisions for BNI’s Tapcash, an electronic payment card. Following the rise of cashless transactions post-COVID-19 and the National Cashless Movement (GNNT), BNI's collaboration with K-pop groups such as NCT 127 led to significant growth in Tapcash transactions. Building on this success, BNI launched a special edition Tapcash featuring Red Velvet to further promote its usage. The study focuses on the effectiveness of celebrity endorsements within K-pop fan culture, where fans often support idols by purchasing merchandise. Using a quantitative approach, the research surveyed the K-pop fanbase in Indonesia, specifically members of active social media communities, with 95 respondents selected through purposive sampling. The survey examined how Red Velvet’s role as a brand ambassador influenced purchasing decisions, particularly by assessing the credibility, attractiveness, and power of the brand ambassador on sales. Data analysis, conducted through validity, reliability, and simple linear regression tests, demonstrated a significant relationship between the brand ambassador and purchasing decisions. The F-value of 10.204 exceeded the F-table value of 1.989, confirming the positive effect of Red Velvet’s endorsement. Coefficient analysis indicated that a 1% increase in the Brand Ambassador variable corresponds to a 73.7% increase in purchasing decisions. This study highlights the significant role of celebrity endorsements in shaping consumer behavior, particularly within the context of the K-pop fanbase. Tecno Scientifica Publishing 2025-01-18 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/543 10.53623/jdmc.v5i1.543 Journal of Digital Marketing and Communication; Volume 5 - Issue 1 - 2025; 26-33 2809-1736 10.53623/jdmc.v5i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/543/278 Copyright (c) 2025 Anggito Priyambodo, Kinkin Yuliaty Subarsa Putri Putri, Vera Wijayanti Sutjipto https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/545 2025-10-07T00:08:23Z jdmc:ART

Robert N. Entman’s Framing Analysis of the Final Presidential Debate on Social Welfare in Cnnindonesia.com and Tempo.co (February 4-5, 2024) Sitanggang, Natasya Ananda Rheta Putri, Kinkin Yuliaty Subarsa Romli, Nada Arina Indonesia, as a democratic country, routinely held presidential and regional elections every five years in accordance with Law Number 7 of 2017. The presidential candidate debate, as part of the election process and broadcast through various media, was one of the events the public eagerly anticipated. Media coverage, especially through online platforms such as Tempo.co and Cnnindonesia.com, played an important role in shaping public opinion through news framing. This study aimed to apply Robert N. Entman's framing analysis to compare how Tempo.co and Cnnindonesia.com framed the news of the final presidential debate on social welfare using qualitative descriptive methods. The findings of this study showed that the online media Cnnindonesia.com focused more on the details of specific programs and their substance, providing in-depth information that helped readers understand the free meal program comprehensively. In contrast, Tempo.co focused more on the verbal dynamics and interactions between candidates, with an emphasis on negative statements and responses. Thus, the construction of reality or framing carried out by the media impacted readers' perceptions of the presidential candidates through the debate program. Tecno Scientifica Publishing 2025-01-17 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/545 10.53623/jdmc.v5i1.545 Journal of Digital Marketing and Communication; Volume 5 - Issue 1 - 2025; 1-14 2809-1736 10.53623/jdmc.v5i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/545/276 Copyright (c) 2025 Natasya Ananda Rheta Sitanggang, Kinkin Yuliaty Subarsa Putri, Nada Arina Romli https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/547 2025-10-07T00:08:23Z jdmc:ART

The Effect of Organizational Communication on Employee Work Motivation in the State-Owned Sector Fazli, Luthfi Akbar, Muhammad Fikri Allifiansyah, Sandy The PT Bank Negara Indonesia (Persero) Tbk Kaliabang Branch Office, often known as the BNI Kaliabang Branch Office, is a state-owned corporation that provides a variety of financial services to promote Indonesia’s economic growth and industrial development. The purpose of this study was to examine the relationship between organizational communication and employee motivation at the BNI Kaliabang Branch Office and to investigate how communication influenced motivation. The study adopted a quantitative descriptive method with a total sample of 80 respondents. To assess the causal relationship, data were analyzed using descriptive statistics and basic linear regression. The results showed that organizational communication had a significant impact on employee motivation, as demonstrated by a determination coefficient of 57.6% and a significance level of 0.000. The study highlighted that organizational communication within the branch was effective, and employee motivation levels were high. Despite these positive findings, areas for improvement were identified, including leveraging electronic media to enhance message dissemination, fostering employee skills to boost creativity and productivity, and introducing a “Best Employee of the Month” program to further motivate staff. These recommendations aimed to strengthen the organization’s communication strategies and sustain high employee performance, ultimately contributing to its overall operational success. Tecno Scientifica Publishing 2025-01-17 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/547 10.53623/jdmc.v5i1.547 Journal of Digital Marketing and Communication; Volume 5 - Issue 1 - 2025; 15-25 2809-1736 10.53623/jdmc.v5i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/547/277 Copyright (c) 2025 Luthfi Fazli, Muhammad Fikri Akbar, Sandy Allifiansyah https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/641 2025-10-07T00:08:23Z jdmc:ART

The Relationship Between Disaster Communication Through @bpbddkijakarta Instagram Account on Gen Z's Preparedness Attitudes in Facing Potential Floods in DKI Jakarta Hotimah, Oot Sitanggang, Natasya Ananda Rheta Floods are a common disaster in Jakarta due to its lowland topography and the presence of 13 major rivers, which are further exacerbated by land subsidence and climate change. Effective disaster communication is essential to enhance public preparedness and mitigate flood impacts. This study examines the relationship between disaster communication through the official Instagram account of BPBD DKI Jakarta (@bpbddkijakarta) and the preparedness attitudes of Gen Z in facing potential floods in Jakarta. The study employed a quantitative approach with a survey method, involving 99 respondents aged 18–25 years who are active Instagram users and have viewed the @bpbddkijakarta reel posted on January 26, 2025. Data were collected using a structured questionnaire with 38 items measuring disaster communication and 21 items measuring preparedness attitudes, analyzed using Pearson’s Product-Moment correlation test. The results show a significant positive relationship between disaster communication and preparedness attitudes (r = 0.769, p < 0.01), with disaster communication explaining 59% of the variance in preparedness attitudes. The findings suggest that improving content quality and fostering two-way interaction on social media could further strengthen disaster preparedness among young people in Jakarta.  Tecno Scientifica Publishing 2025-04-28 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/641 10.53623/jdmc.v5i1.641 Journal of Digital Marketing and Communication; Volume 5 - Issue 1 - 2025; 48‒65 2809-1736 10.53623/jdmc.v5i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/641/302 Copyright (c) 2025 Oot Hotimah, Natasya Ananda Rheta Sitanggang https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/642 2025-10-07T00:08:23Z jdmc:ART

The Relationship of Digital Marketing Advertising Strategies with Television Advertising Jingles in Increasing Brand Awareness on Shopee Fadhiilah, Muhammad Alwan Putri, Kinkin Yuliaty Subarsa Sary, Marisa Puspita Television is an electronic media that is used for information and entertainment media. Currently, television is used as a promotional medium for brand advertisements, because the audience is very wide, all groups watch television, and the advertisements are short but clear in meaning. Shopee is one of the big brands that uses advertising services on television. This research was created with the aim of finding out the relationship of digital marketing advertising strategies with television advertising jingles in increasing brand awareness on Shopee. The research method used in this writing is quantitative descriptive research with a research sample of 56 respondents. Primary data was obtained by distributing questionnaires to respondents boardly. The research results shot that the digital marketing advertising strategy of television advertising jingles in increasing brand awareness on Shopee can be said to be effective and relevant because the average respondent agrees with it. Tecno Scientifica Publishing 2025-05-19 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/642 10.53623/jdmc.v5i1.642 Journal of Digital Marketing and Communication; Volume 5 - Issue 1 - 2025; 66-81 2809-1736 10.53623/jdmc.v5i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/642/313 Copyright (c) 2025 Muhammad Alwan Fadhiilah, Kinkin Yuliaty Subarsa Putri, Marisa Puspita Sary https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/650 2025-10-07T00:08:23Z jdmc:REV

The Impacts of Social Media Influencer Marketing on Body Dysmorphic Disorder Among the Generation Z Kadavathe Peedikayil, Siddique Body dimorphic disorder, BDD, Generation Z, influencer marketing, social media marketing. The increased time spent on social media and other digital environments has significantly impacted people’s lives, health, and social interactions. Social media influencers often lead adolescents to focus excessively on perceived beauty ideals and appearance flaws, as they tend to compare their self-image with what they see on social media platforms. This behavior may contribute to the development of body dysmorphic disorder (BDD). This research aims to investigate the effects of influencer marketing on BDD among Generation Z and to examine the extent to which they feel pressured to conform to unattainable and unrealistic beauty standards. A review of peer-reviewed articles was conducted using MedLine, PubMed, and Emerald, following the methodology of a systematic literature review. Articles retrieved in the initial search were screened using inclusion and exclusion criteria based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines. After applying the CASP tool, six articles were selected for final review. A narrative analysis was conducted to examine the data regarding the impact of social media influencer marketing on BDD. Findings suggest that social media advertisements and influencer marketing lead adolescents to feel dissatisfied with their body image and to negatively assess their physical appearance. They are especially vulnerable to developing BDD, showing symptoms such as frequent mirror checking, exercise obsession, and constant comparison of their bodies with others. This study recommends that adolescents enhance their critical thinking skills and develop greater awareness of social media and influencer marketing content to help prevent the onset of BDD. Tecno Scientifica Publishing 2025-05-27 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/650 10.53623/jdmc.v5i1.650 Journal of Digital Marketing and Communication; Volume 5 - Issue 1 - 2025; 82-95 2809-1736 10.53623/jdmc.v5i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/650/314 Copyright (c) 2025 Siddique Kadavathe Peedikayil https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/719 2025-12-27T09:25:04Z jdmc:ART

Reciprocal Dynamics: How Ad-views and Ad-shares Reinforce Each Other Choi, Chang-Won viral advertising ad-viewing ad-sharing two-step flow social influence This study explores the reciprocal relationship between ad-viewing and ad-sharing in online video advertising and examines the moderating role of total likes. Drawing on two-step flow and social influence theories, it is hypothesized that daily ad-views drives daily ad-shares by reaching influencers, while daily ad-shares enhance daily ad-views through social and informational cues. Granger causality analysis of 392 YouTube advertisements reveals varying causal patterns, including reciprocal and unidirectional effects (ad-views → ad-shares and ad-shares → ad-views), with total likes amplifying these dynamics. These findings provide theoretical insights into viral advertising and practical implications. Tecno Scientifica Publishing 2025-07-26 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/719 10.53623/jdmc.v5i2.719 Journal of Digital Marketing and Communication; Volume 5 - Issue 2 - 2025; 96-113 2809-1736 10.53623/jdmc.v5i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/719/343 https://tecnoscientifica.com/journal/jdmc/article/view/719/345 Copyright (c) 2025 Chang-Won Choi https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/770 2025-12-27T09:25:04Z jdmc:ART

Engaging Hearts and Minds: Examining Narrative Transportation and Its Impact on Affective Engagement, Purchase Intention, and Online Brand Advocacy Louati, Fatma Ben Abdallah, Nada Damak, Mouna In the context of increasingly competitive digital markets, it was important to understand how narrative transportation could increase purchase intention and produce online brand advocates. This study addressed the gap in prior research by examining the effect of narrative transportation on affective brand engagement. It also considered whether narrative transportation directly affected online brand advocacy and purchase intention in a virtual world. A quantitative approach was adopted, and a survey was distributed to Mercedes fans and users. The dataset contained a sample of 270 consumers, and the data were analysed using SPSS AMOS 23 to perform structural equation modeling. The results showed that narrative transportation had a positive effect on affective brand engagement in a virtual world. Similarly, the results indicated that narrative transportation strengthened online brand advocacy and purchase intention. By contrast, the findings revealed that emotional engagement did not directly impact online brand advocacy or purchase intention. These findings were regarded as valuable contributions to understanding how the transformation of storytelling into storydoing could engage consumers seeking captivating brand experiences. Future research could examine this study across other product categories to validate the generalizability of the findings, as well as incorporate additional variables to enrich the current model. Tecno Scientifica Publishing 2025-09-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/770 10.53623/jdmc.v5i2.770 Journal of Digital Marketing and Communication; Volume 5 - Issue 2 - 2025; 114-129 2809-1736 10.53623/jdmc.v5i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/770/357 Copyright (c) 2025 Fatma Louati, Nada Ben Abdallah, Mouna Damak https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/799 2025-12-27T09:25:04Z jdmc:ART

Generation Z’s Response to YouTube Non-Skippable Ads: Exploring Determinants of Purchase Intention in Sri Lanka Samarasinghe, Udakotuwa Gedarage Buddhika Darshani Tennakoon, Weeramandappa Dewayalage Niranjala Shyamali Mendis Sajeewani, Kamal Padmasiri Thakshila Credibility; Entertainment; Generation Z; Informativeness; Non-skippable advertisements; Purchase intention As digital media consumption continued to expand rapidly, non-skippable YouTube advertisements emerged as a significant medium for brands to reach the digitally native and influential Generation Z consumers. This study examined the influence of four dimensions, informational value, entertainment value, credibility, and irritation value, on the purchasing intentions of Generation Z consumers in Sri Lanka. Employing a quantitative research design, data were obtained through a structured questionnaire administered to 384 randomly selected YouTube users from a population of over 7.8 million active users in Sri Lanka. The collected data were analyzed using SPSS to evaluate the relationships among the four dimensions of advertising effectiveness and purchase intention. The overall findings supported the assertion that non-skippable advertisements could affect purchasing intentions. The entertainment dimension demonstrated the strongest positive influence on purchase intention, indicating that engaging and humorous advertisements effectively stimulated consumers’ buying decisions. The informational dimension also exerted a positive influence, suggesting that advertisements offering clear and relevant information aided consumers in the decision-making process. Interestingly, the irritation dimension also exhibited a positive relationship with purchase intention. Although irritation is generally perceived negatively, it may, when applied strategically, enhance memory retention and brand recall. Conversely, the credibility dimension showed a negative correlation with purchase intention in this context. The findings of this study provided valuable insights for marketers and brand strategists in developing non-skippable YouTube advertisements that integrate entertaining and informative elements capable of capturing consumer attention without generating excessive irritation. Such advertising strategies could contribute to the creation of stronger brand associations among Generation Z consumers in Sri Lanka. Tecno Scientifica Publishing 2025-11-04 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/799 10.53623/jdmc.v5i2.799 Journal of Digital Marketing and Communication; Volume 5 - Issue 2 - 2025; 144-161 2809-1736 10.53623/jdmc.v5i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/799/383 Copyright (c) 2025 Udakotuwa Gedarage Buddhika Darshani Samarasinghe, Weeramandappa Dewayalage Niranjala Shyamali Mendis Tennakoon, Kamal Padmasiri Thakshila Sajeewani https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/834 2025-12-27T09:25:04Z jdmc:ART

Beyond the Hype: Social Media Marketing and Purchase Intention in the Indian Cosmetic Industry Peter, Liya Mathew, John George Mannaly Joseph , Christy Social Media Marketing Purchase Intention Consumer Scepticism Branded Cosmetics This study explored the influence of Social Media Marketing (SMM) on the PI (PI) of female consumers of branded cosmetic products from the viewpoints of differential age and the possible mediating role of Consumer Scepticism (CS). A sample of 192 women in India was surveyed using a structured questionnaire, and the data were analysed using ANOVA, correlation, and mediation analysis with Hayes’ PROCESS Macro. The results indicated that younger consumers were more positive about SMM than older consumers, who were more sceptical. A significant positive relationship between SMM and PI was found, but CS did not mediate the relationship. The direct path between SMM and PI was significant (β = 0.5839, p < .001), while the indirect effects through CS were not. These findings demonstrated that SMM exerted a direct influence on purchase intentions and that marketers could gain more advantage from SMM by focusing on increasing authenticity and engagement rather than decreasing scepticism. Tecno Scientifica Publishing 2025-10-21 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/834 10.53623/jdmc.v5i2.834 Journal of Digital Marketing and Communication; Volume 5 - Issue 2 - 2025; 130-143 2809-1736 10.53623/jdmc.v5i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/834/373 Copyright (c) 2025 Liya Peter, John Mathew, Christy George Mannaly Joseph https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/868 2025-12-27T09:25:04Z jdmc:SR

Artificial Intelligence and the Future of Online Marketing: Emerging Pathways and Consumer Experiences Otieno, Amina K. Mwakalukwa, Emmanuel J. Wanjiru, Faith N. Artificial Intelligence, Digital Marketing, Social Media Marketing, Personalized Experiences Online marketing has undergone a transformative evolution alongside the rise of social media and artificial intelligence (AI). With the increasing sophistication of algorithms that determine user engagement and content exposure, the intersection of AI and marketing presents new challenges and opportunities. This short communication outlines three progressive levels of AI integration in digital marketing: predictive modeling, virtual assistants, and ultra-personalized experiences. By illustrating how predictive analytics can optimize consumer targeting, virtual assistants can enhance user interaction, and AI-driven personalization can redefine customer journeys, this paper provides a conceptual roadmap for understanding the trajectory of AI-driven marketing. The discussion highlights potential ethical and privacy implications, emphasizing responsible deployment and equitable consumer engagement. The article concludes with reflections on future directions and the transformative potential of AI in shaping digital marketing strategies. Tecno Scientifica Publishing 2025-12-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/868 10.53623/jdmc.v5i2.868 Journal of Digital Marketing and Communication; Volume 5 - Issue 2 - 2025; 162-169 2809-1736 10.53623/jdmc.v5i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/868/399 Copyright (c) 2025 Amina K. Otieno, Emmanuel J. Mwakalukwa, Faith N. Wanjiru https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/905 2025-12-27T09:31:43Z jdmc:ART

Towards a Phygital Experience: Analyzing the Role of Virtual Tourism in the Attractiveness of Island Territories Turki Makni, Amal Virtual reality; insularity; virtual experience; multi-stakeholder approach; immersive experience ABSTRACT: Islands faced challenges related to tourism dependence and the fragility of their ecosystems. Virtual tourism (VT) emerged as an innovative solution, extending and enriching the tourist experience while reducing pressure on physical sites. This research examined the role of VT as a lever for phygital marketing, aiming to increase the attractiveness of island destinations while supporting their sustainability. It adopted a multi-stakeholder qualitative approach, combining semi-structured interviews with tourists and managers to capture perceptions, practices, and interactions related to VT. The results showed that VT enriched the tourist experience, fostered emotional and cognitive engagement, facilitated interactions with local stakeholders and other visitors, and contributed to more sustainable and responsible tourism. This study highlighted concrete recommendations allowing tourism professionals to integrate VT into the enhancement of island destinations by supporting the development of an innovative, responsible, and sustainable phygital experience. Tecno Scientifica Publishing 2025-12-20 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/905 10.53623/jdmc.v5i2.905 Journal of Digital Marketing and Communication; Volume 5 - Issue 2 - 2025; 170−183 2809-1736 10.53623/jdmc.v5i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/905/410 https://tecnoscientifica.com/journal/jdmc/article/view/905/411 Copyright (c) 2025 Amal Turki Makni https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/937 2025-12-27T09:31:42Z jdmc:ART

Effect of Video Type on the Intention to Follow the Influencer's Advice on Tik Tok: Moderating Role of the Need for Humor Chaabane, Khouloud Rym Bouzaabia In a context characterized by a strong and increasing competitiveness of digital markets, it was essential to understand how humor could increase the intention of followers on Tik Tok. This study fills a gap in previous research by examining the effect of the types of videos (humorous vs non-humorous) on the attitude towards the influencer and the intention to follow the influencer's advice.  A quantitative approach was adopted, and an online questionnaire was distributed to Tik Tok followers. The sample, consisting of 120 followers of a popular TikTok influencer, was analyzed using the SPSS and AMOS 23 software. To test the hypotheses, we used means comparison tests, supplemented by a moderation mediation analysis using model 7 of the Hayes macro PROCESS. The results of a quasi-experiment showed that the humorous video increases the attitude towards the influencer more than the non-humorous video. In addition, the results show that the attitude towards the influencer positively influences the intention to follow the influencers' advice. On the other hand, the results revealed that the moderating role of the need for humor is confirmed. These results enrich the understanding of the mechanisms by which humor influences TikTok followers in search of more captivating experiences. It would be relevant for subsequent research to reproduce the study by mobilizing a larger sample, so as to strengthen the reliability and generalization of the conclusions and to integrate additional variables to enrich the current model. Tecno Scientifica Publishing 2025-12-27 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/937 10.53623/jdmc.v5i2.937 Journal of Digital Marketing and Communication; Volume 5 - Issue 2 - 2025; 184−198 2809-1736 10.53623/jdmc.v5i2 eng https://tecnoscientifica.com/journal/jdmc/article/view/937/416 Copyright (c) 2025 Khouloud Chaabane, Rym Bouzaabia https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/974 2026-03-05T04:35:15Z jdmc:ART

Twitch Advertising and Purchase Intention: The Impact of In-Stream Ads on Viewer Behavior Brauer, Claudia Eckert , Judith Zehrer, Anita Twitch, a leading livestreaming platform in the D-A-CH region, combined real-time content with a highly interactive community, offering unique opportunities for digital marketing. Research on advertising effectiveness at the individual viewer level, however, remained limited. This study investigated how in-stream video and display ads influenced Twitch viewers’ purchase intentions and explored the role of ad-related and content-related factors. A survey of 204 Twitch viewers, recruited via Twitch and Reddit, assessed awareness, attitudes, and perceived effects of video and display ads, along with factors such as thematic congruence, entertainment, informativeness, and personalization. Video ads were more effective than display ads in increasing purchase intentions but were perceived as more intrusive. Across formats, thematic alignment with livestream content and content qualities such as entertainment value, informativeness, and personalization significantly enhanced ad effectiveness. The findings highlighted that both ad format and content-related factors were critical for the effectiveness of Twitch advertising. The study advanced theoretical understanding of livestream advertising by emphasizing the interplay between ad characteristics and content context and provided practical guidance for marketers to design engaging, congruent, and less intrusive campaigns. Tecno Scientifica Publishing 2026-02-06 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/974 10.53623/jdmc.v6i1.974 Journal of Digital Marketing and Communication; Volume 6 - Issue 1 - 2026; 1-18 2809-1736 10.53623/jdmc.v6i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/974/441 Copyright (c) 2026 Claudia Brauer, Judith Eckert , Anita Zehrer https://creativecommons.org/licenses/by/4.0

oai:oai.tecnoscientifica.com:article/1133 2026-05-03T05:10:10Z jdmc:ART

Fragmented Stories, Unified Brands: How Consumers Reconstruct Meaning Across Multiple Digital Platforms Sadeh, Hamdi Despite growing scholarly attention to fragmented brand narratives, existing research adopts brand-centric perspectives, leaving a critical gap in understanding how consumers reconstruct meaning from dispersed digital fragments. This study addresses this gap by investigating the interpretive strategies consumers employ to derive coherent brand understanding across multiple platforms. Theoretically grounded in transmedia storytelling, sense-making theory, and platform affordances, this research adopts a qualitative, interpretivist approach utilizing reflexive thematic analysis. Data were collected through semi-structured interviews with 25 digitally active consumers from Palestine, Jordan, UAE, Saudi Arabia, and Egypt, selected through purposive sampling to ensure diversity in age (21–48), professional background, and digital literacy. Findings reveal four key insights: First, consumers normalize fragmentation as an expected feature of digital branding rather than a barrier. Second, they actively engage in cross-platform sense-making through systematic cross-checking and critical evaluation of brand messages. Third, trust operates as a dynamic construct negotiated through algorithmic transparency and influencer authenticity, not as a passive brand attribute. Fourth and most significantly, emotional coherence—consistency of affective tone and values across platforms—emerges as more influential in shaping perceived brand unity than strict message consistency. This study contributes to digital branding literature by shifting focus from brand-controlled messaging to consumer-centered meaning reconstruction, offering a conceptual model that positions brand coherence as an emotional and symbolic consumer outcome rather than a managerial output. Practical implications include platform-specific storytelling that prioritizes emotional alignment over message uniformity, alongside policy recommendations for transparent algorithmic practices and influencer governance in emerging digital markets. Tecno Scientifica Publishing 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://tecnoscientifica.com/journal/jdmc/article/view/1133 10.53623/jdmc.v6i1.1133 Journal of Digital Marketing and Communication; Volume 6 - Issue 1 - 2026; 19−31 2809-1736 10.53623/jdmc.v6i1 eng https://tecnoscientifica.com/journal/jdmc/article/view/1133/521 Copyright (c) 2026 Hamdi Sadeh https://creativecommons.org/licenses/by/4.0