The role of digital marketing in retail
Loading...
Date
2024
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Ivane Javakhishvili Tbilisi State University Press
Abstract
In the twenty-first century, with increased competition due to technological progress, the importance of
digital marketing has increased in all business sectors, and the retail sector is no exception. Technological progress,
along with competition, has also increased the demands of the customers, what satisfied the customers in
the past, may not even be enough to attract the attention of the customers. Retailers combine traditional marketing
with digital marketing to attract and retain customers. Digital marketing is constantly evolving, improving
and expanding its scope. New faces and abilities are added periodically. The article presents the types of
digital marketing and focuses on their role and application in retail.
Description
1. Bharadwaj, N., Ballings, M., Naik, P. A., Moore, M., Arat, M. M. (2021). A New Livestream Retail Analytics
Framework to Assess the Sales Impact of Emotional Displays. Journal of marketing. 86 (1), 27-47.
2. Bianchi., T. (2023). Google: annual advertising revenue 2001-2022. Retrieved from:
https://www.statista.com/statistics/266249/advertising-revenue-of-google/
3. Chaffey, D. (2019). Digital business and e-commerce management. 7th ed. Pearsons Education Limited,
Harlow.
4. Crolic, C., Thomaz, F., Hadi, R., Stephen, A. T. (2021). Blame the Bot: Anthropomorphism and Anger in
Customer–Chatbot Interactions. Journal of marketing. 86 (1), 132-148
5. Dellaert, B. G. C., Shu, S. B., Arentze, T. A. Baker, T. Diehl. K., Donkers, B., Fast, N. J., Haubl, G., Johnson, H.,
Karmakar, U. R., Oppewal, H., Schmitt, B. H., Schroeder, J., Spiller, S. A., Steffel, M. (2020). Consumer
decisions with artificially intelligent voice assistants. Marketing letters.,31 (4), 335-347.
6. Dolega, L., Rowe, F., Branagan, E. (2021). Going digital? The impact of social media marketing on retail
website traffic, orders and sales. Journal of Retailing and Consumer Services. 60. 102501
7. Erdamin, A., Arilla, R., Ponzoa, J. M. (2022). Search engine optimization: the long- term strategy of keyword
choice. Journal of business research. 144 , 650-662.
8. Esmark Jones, C. L., Hancock, T., Kazandjian, B., Voorhees, C. M. (2022). Engaging the Avatar: The effects of
authenticity signals during chat-based service recoveries. Journal of Business Research. 144, 703-711.
9. Gordon, B. R., Jerath, Katona, Z., Narayanan, S., Shin, J., Wilbur, C. (2021). Inefficiencies in Digital
Advertising Markets. Journal of Marketing. 85 (1), 7-25.
10. Ho, X, H., Nguyen, D. P., Cheng, J. M. S., Le, A. N. H. (2022). Customer engagement in the context of retail
mobile apps: A contingency model integrating spatial presence experience and its drivers. Journal of
retailing and consumer services. 66. 102950
11. Keke. M. E. (2022) The use of digital marketing in information transport in social media: The example of
Turkish companies. Transportation Research Procedia. 63, 2579-2588.
12. Kenza, B., Soumaya, O., Mohamed, A. (2023). A Conceptual Framework using Big Data Analytics for
Effective Email Marketing. Procedia Computer Science. 220, 1044-1050.
13. Liu, Z., Han, S., Li, C., Gupta, S., Sivarajah, U. (2022). Leveraging customer engagement to improve the
operational efficiency of social commerce start-ups. Journal of business research. 140, 572-582.
14. Luo, S., Shyu M-L., Dayarana, K., Silalahi A. D. K., Shih, I-Tung. (2022). A business model predicting the
impact of live-stream marketing on firms' stock price - An event study. Heliyon. 8 (12). el2522.
15. Matin, A., Khoshtaria, T., & Todua, N. (2022). The Impact of Social Media Influencers on Brand Awareness,
Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users.
International Journal of Marketing, Communication and New Media, 10(18), 88-114.
16. Mghebrishvili, B., & Urotadze, E. (2016). Functions of retailing. In Proceedings of the 23rd International
Academic Conference, Venice (pp. 356-360).
17. Mihouse.ge (2023). Retrieved from:
https://mihouse.ge/index.php?route=information%2Finformation&information_id=4&fbclid=IwAR1WiPIj_
wO-gtNqNRF5Fbib1znqP-DXS7c3h9FX0iW82OP6xA2grEckG84
18. Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., Carvajal-Trujillo, E. (2022). The customer retail app
experience: Implications for customer loyalty. Journal of Retailing and Consumer Services. 65. 102842.
19. Molinillo, S., Navarro-García, A., Anaya-Sánchez, R., Japutra, A. (2020). The impact of affective and
cognitive app experiences on loyalty towards retailers. Journal of retailing and consumer services. 54.
101948.
20. Nobile, T. H., Cantoni, L. (2023). Personalisation (In)effectiveness in email marketing. Digital Business, 3 (2),
100058.
21. Olson, E. M., Olson, K. M., Czaplewski, A. J., Key, T. M. (2021). Business strategy and the management of
digital marketing. Business Horizons, 64 (2), 285-293.
22. Pantano, E., Dennis, C., De Pietro, M. (2021). Shopping centers revisited: The interplay between consumers’
spontaneous online communications and retail planning. Journal of retailing and consumer services, 61,
102576
23. Paraman, P., Annamalah, Vlachos, P., Ahmed, S., Balasubramaniam, A., Kadir, B., Raman, M., Hoo, W. C.
(2022). Dynamic Effect of Flow on Impulsive Consumption: Evidence from Southeast Asian Live Streaming
Platforms. Journal of Open Innovation: Technology, Market, and Complexity, 8 (4), 212.
24. Petit, O., Javornik, A., Velasco, C. (2022). We Eat First with Our (Digital) Eyes: Enhancing Mental Simulation
of Eating Experiences via Visual-Enabling Technologies. Journal of retailing, 98 (2), 277-293
25. Pezzuti, T., Leonhardt, J. M., Warren, C. (2021). Certainty in Language Increases Consumer Engagement on
Social Media. Journal of Interactive Marketing, 53, 32-46.
26. Pride, W. M., Ferrell, O. C (2015) Marketing. 18th ed. Published by Cengage learning.
27. Ren, S., Karimi, S., Bravo Velazquez, A., Cai, J. (2023). Endorsement effectiveness of different social media
influencers: The moderating effect of brand competence and warmth. Journal of Business Research, 156.
113476.
28. Sivakumar, A. (2007). Retail marketing. 1st ed. Excel books, New Delhi.
29. Todua, N. (2019). Using social media marketing for attracting foreign tourists to Georgian destinations.
Globalization and Business, 7, 39-48.
30. Todua, N., & Gogitidze, N. (2021). Features of the Use of Digital Marketing in the Banking Sector. The New
Economist, 16 (3-4), 7-15.
31. Todua, N., & Jashi, Ch.(2018). Influence of Social Marketing on the Behavior of Georgian Consumers
Regarding Healthy Nutrition. Bulletin of the Georgian National Academy of Sciences, 12(2), 183-190.
32. Todua, N., & Urotadze, E. (2021). The Role of Smart Technologies in the Georgian Tourism Industry.
Transformations, 20-29.
33. Tran, A.D., Pallant, J.I., Johnson, L.W. (2021). Exploring the impact of chatbots on consumer sentiment and
expectations in retail. Journal of Retailing and Consumer Services, 63. 102718
34. Tupikovskaja- Omovie, Z., Tyler, D. (2021). Eye tracking technology to audit google analytics: Analysing digital
consumer shopping journey in fashion m-retail. International Journal of Information Management. 59.
35. Van Esch, P., Stewart Black, J. (2021). Artificial Intelligence (AI): Revolutionizing Digital Marketing.
Australasian Marketing Journal, 29 (3), 199-203.
36. Villanova, D. Bodapati, A. V., Puccinelli, N., Tsiros, M., Goodstein, R. C., Kushwaha, T., Suri, R., Ho, H.,
Brandon, R., Hatfield, C. (2021). Retailer Marketing Communications in the Digital Age: Getting the Right
Message to the Right Shopper at the Right Time. Journal of Retailing, 97 (1). 116-132.
37. Weinlich, P., Semerádová, T. (2022). Emotional, cognitive and conative response to influencer marketing.
New Techno Humanities, 2 (1), 59-69.
38. Zhang, P., Chao, Ch-W., Chiong, R., Hasan, N. Aljaroodi, H.M., Tian, F. (2023). Effects of in-store live stream
on consumers’ offline purchase intention. Journal of Retailing and Consumer Services, 72, 103262.
39. Zhou. Q., Zhang, X., Cao, Y., Wei, W., Wu,B., (2022). The influence of firms social relationship with
customers on online retail channel. Journal of cleaned production, 376, 134128.
Keywords
Citation
IX International Scientific Conference: "Challenges of Globalization in Economics and Business", Proceedings , Tbilisi, 2024, pp. 348-354