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Purpose: The purpose of this paper is to examine the impact of affiliate marketing strategies as a tool for increasing customers' engagement and vulnerability over financial services. This is attempted by examining the connection between affiliate marketing factors and customers' brand engagement and vulnerability metrics. Design/methodology/approach: The authors developed a three-staged methodological context, based on the 7 most known centralized payment network (CPN) firms' website analytical data, which begins with linear regression analysis, followed by hybrid modeling (agent-based and dynamic models), so as to simulate brand engagement and vulnerability factors' variation in a 180-day period. The deployed context ends by applying the cognitive modeling method of producing heatmaps and facial analysis of CPN websites to the selected 47 vulnerable website customers, for gathering more insights into their brand engagement. Findings: Throughout the simulation results of the study, it becomes clear that a higher number of backlinks and referral domains tend to increase CPN firms' brand-engaged and vulnerable customers. Research limitations/implications: From the simulation modeling process, the implication for backlinks and referral domains as factors that enhance website customers' brand engagement and vulnerability has been highlighted. A higher number of brand-engaged website customers could mean that vulnerable categories of customers would be impacted by CPNs' affiliate marketing. Improving those customers' knowledge of the financial services utility is of utmost importance. Practical implications: The outcomes of the research indicate that online banking service providers can increase their customers' engagement with their brands by adopting affiliate marketing techniques. To avoid the increase in customers' vulnerability, marketers should aim to apply affiliate marketing strategies to domains relevant to the provided financial services. Originality/value: The paper's outcomes provide a new approach to the literature, where the website customer's brand engagement comes out as a valuable metric for estimating online banking sector customers' vulnerability. [ABSTRACT FROM AUTHOR]

Rapid technological advancements have changed the way of communicating goods and services to customers. Businesses use different channels of advertising to promote their goods and services. Affiliate marketing has become the fastest-growing customer acquisition technique. Despite being a multi-billion-dollar industry, affiliate marketing has not seen considerable attention from the researcher’s point of view. Thus, this research introduces a systematic literature review on affiliate marketing and comprehensively analyses extant literature using different databases. The descriptive analysis infers the year in which the research has been published, the countries where the research has been performed, the research methodology used, and the journals where the literature has been published. The paper features the theories used by the previous researchers and classifies the literature into four major themes. Furthermore, the article also performs a citation analysis of the available literature to outline highly cited studies, authors, and journals using Google Scholar, Research Gate, and SCImago Journal Ranking. Keyword analysis has been imparted using bibliometrix R package to observe the different trends of research. This study enriches the current body of knowledge and concludes with an agenda for future research linked to the corresponding literature gaps.

This study examines the influence of food reviewers on user engagement and purchase intention in the food and beverage (F&B) sector. Findings indicate that food reviewers positively impact both user interaction and purchase intention, with three key factors emerging: reviewer reputation, video content, and video quality. However, the reviewers’ expertise showed no significant effect on engagement or purchase intention. User engagement was also found to mediate the relationship between food reviewers and purchase intention, underscoring connections within the value chain linking food reviewers, user engagement, and purchase intention. The study provides theoretical insights by offering a framework to assess how TikTok food reviews affect young Vietnamese consumers’ engagement and purchasing behaviors. It highlights user interaction’s mediating role between food review components and purchase intention and supports the relevance of affiliate marketing theory in the F&B industry. Practical implications include strategies to enhance brand visibility through affiliate marketing with food reviewers and implementing food reviewer‑driven marketing communication initiatives tailored for the F&B sector.

This study aims to determine the effect of the role of influencers, affiliate marketing, and online customer reviews at Shopee through TikTok content on Generation Z purchasing decisions. This research uses a quantitative approach by collecting data through an online survey of 199 respondents of the Management Study Program students class of 2020. The data were analyzed using multiple regression methods to evaluate the relationship between the independent variables of influencer roles, affiliate marketing, and online customer reviews and the dependent variable (purchasing decisions). The analysis results show that the role of influencers, affiliate marketing, and online customer reviews have a positive and significant influence on Generation Z's purchasing decisions. The findings emphasize the importance of integrating marketing strategies through influencers, affiliate marketing, and online customer reviews in influencing Generation Z's purchasing decisions. This provides guidance for businesses to utilize e-commerce platforms such as Shopee and TikTok content as an effective means of communication to reach and influence the Generation Z market. This research makes a new contribution to the understanding of how the role of influencers, affiliate marketing and online customer reviews on Shopee, particularly through TikTok content, can influence Generation Z's purchasing decisions. This research adds insight into effective marketing strategies to capture the attention and influence the consumption behavior of the younger generation in the context of e-commerce platforms. [ABSTRACT FROM AUTHOR]

Background: Affiliate marketers have grown significantly as they serve as promoters, connecting e-commerce platforms with social media audiences and providing profitable income opportunities. Objective: This study assesses the alignment between affiliate marketing practices in Indonesia and the decent work indicator as defined by the International Labor Organization (ILO). Additionally, the study aims to compare respondents' income before and after engaging in affiliate marketing. Method: This study employed random sampling to select a sample of 25 affiliate marketers from the Jabodetabek region in Indonesia. Participants responded to 23 questions developed based on the 11 Decent Work Indicators established by the ILO, utilizing a 1 to 4 ordinal scale. The research utilized k-nearest neighbors clustering analysis to categorize respondents into groups aligning with the ILO's decent work indicators. To assess changes in respondents' income, paired Wilcoxon tests were employed. Results: Exploratory data analysis indicates that Indicators 1 (Employment opportunities) and 7 (Equal opportunity and treatment in employment) align well with ILO's indicators. Cluster analysis confirms that Indicators 1 and 7 share a high-performance group. In contrast, Indicators 6 (Stability and security of work) and 9 (Social security) exhibit the lowest alignment. There is no statistically significant income difference before and after becoming affiliate marketers. Conclusion: Exploratory data analysis indicates that Indicators 1 (Employment opportunities) and 7 (Equal opportunity and treatment in employment) align well with ILO's indicators. Cluster analysis confirms that Indicators 1 and 7 share a high-performance group. In contrast, Indicators 6 (Stability and security of work) and 9 (Social security) exhibit the lowest alignment. There is no statistically significant income difference before and after becoming affiliate marketers. [ABSTRACT FROM AUTHOR]

This study examines the variables of Affiliate Marketing, Viral Marketing, Sales Volume, and Sales Performance. Conducted in Kuningan Regency, West Java, with a population of Micro, Small and Medium Enterprises (MSMEs) in the region, the number of research samples was 160. The type of research used is Quantitative Descriptive with Structural Equation Modelling (SEM) as the analysis model. The results showed a significant influence between Affiliate Marketing and Viral Marketing on Sales Volume. However, there is no significant influence between Affiliate Marketing and Sales Performance. In contrast, Viral Marketing is proven to have a significant influence on Sales Performance. In addition, Sales Volume is shown to have a significant influence on Sales Performance. The findings contribute to practical understanding for MSMEs and related parties in optimising marketing strategies, especially through SEM model analysis. This study also identifies the existence of indirect effects, showing that both Affiliate Marketing and Viral Marketing have an influence on Sales Performance through the intermediary variable of Sales Volume. [ABSTRACT FROM AUTHOR]

This research explores the influence of affiliate marketing and flash sale programs on buying interest in the Shopee Marketplace, focusing on Islamic Economic law among consumers in Malang City in 2024. Using a case study approach, qualitative data from Shopee users in Malang City were analyzed to understand attitudes and buying patterns related to affiliate marketing and flash sales. Flash Sale transactions are examined under the Islamic Sharia contract of Ba’i As-Salam, which requires adherence to specific conditions for halal compliance. The study investigates the ethical dimensions of these practices within Islamic economic principles, emphasizing fairness, transparency, and social responsibility. The findings reveal a significant positive impact of affiliate marketing and flash sale programs on consumer behavior and buying interest. This study offers practical insights for marketers, policymakers, and stakeholders to balance commercial objectives with ethical standards in online retail environments like Shopee. [ABSTRACT FROM AUTHOR]

Copyright of Jurnal Ilmu Manajemen Terapan (JIMT). is the property of Dinasti Publisher and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study analyzes e-commerce strategies in Spanish active digital news outlets comprehensively based on a 2021 census. Out of the 2,862 outlets, 11.8% (or 337) incorporated some form of e-commerce, with a higher prevalence observed among legacy media than among digital-native outlets. The study also revealed that e-commerce was more prevalent among outlets with national coverage and specialized subject matters. A detailed examination of 34 high-reach outlets, including 25 legacy and nine digital-native news outlets, found that both types employed on-site sales and affiliate marketing. However, legacy media exclusively engaged in promotional editorial collections, merchandise, tickets, and travel sales. The study highlights that while some outlets are diversifying revenue streams, most still rely primarily on traditional income sources such as advertising and subscriptions. This reliance poses a risk as these conventional streams are becoming less dependable. Furthermore, the increasing move towards market-oriented journalism raises concerns about a shift from the democratic role of news media to a more consumerist model.

The development of information technology in the 4.0 era has made business people make many changes in their business strategy, affiliate marketing is one of the marketing strategies that is being widely used today, apart from that, service features in the digital world are elements that need attention in influencing consumer buying interest. The purpose of this study is to find out how affiliate marketing, service features, and buying interest consumers of TikTok Shop e-commerce. And to find out how much impact affiliate marketing has on buying interest, the impact of service features on buying interest, as well as the influence of affiliate marketing and service features on buying interest. In this study, the independent variable (X) is affiliate marketing and service features, and then the dependent variable (Y) is buying interest consumers. This research is a sample study where consumers are respondents to this study, for data collection using a questionnaire with a total of 100 respondents. The analytical method used is a quantitative method with descriptive analysis. To process the data, the author used Microsoft Excel 2019 and SPSS 26 For Windows. The result of this study is either partially or simultaneously affiliate marketing and service features have a positive effect on e-commerce consumers buying interest.

Online user activities are tracked for many purposes. In e-commerce, cross-domain tracking is used to quantify and pay for web-traffic generation. Our previous research studies have shown that HTTP cookie-based tracking process, though reliable, can fail due to technical reasons, as well as through fraudulent manipulation by traffic generators. In this research study, we evaluate which of the previously published tracking mechanisms are still functional. We assess the efficacy and utility of those methods to create a robust tracking mechanism for e-commerce. A failsafe and robust tracking mechanism does not need to translate into further privacy intrusions. Many countries are rushing to introduce new regulations, which can have a negative impact on the development of robust technologies in an inherently stateless eco-system. We used a multi-domain, purpose-built simulation environment to experiment common tracking scenarios, and to describe the parameters that define the minimum tracking requirement use-cases, and practices that result in invading privacy of users. This study will help practitioners in their implementations, and policy developers and regulators to draw up policies that would not curtail the development of robust tracking technologies that are needed in e-commerce activities, while safeguarding the privacy of internet users.

The Covid 19 pandemic has disturbed the whole world and has affected the sectors of activity of all countries, predominantly in a negative way. The first five months of the year 2020 marked the beginning of this pandemic, overshadowing all the world’s nations and influencing, in a way or another, the rhythm and the nature of the population's life. The goal of this article is to present some general aspects of this pandemic, focusing my attention especially on one of the domains that has prospered in this “dark” period regarding the personal life, environment, communication and economy, more exactly on the online commerce. The e-commerce is one of the few domains that gained a lot in this period, registering considerable increases. We can say that the online commerce has become, for most traditional stores, a kind of a lifeline, the respective stores having to implement, if they had not already, or to expand, in an accelerated way, the online sales and at the same time, to introduce services for picking up the so-called "click and collect" purchases on the one hand and home delivery on the other hand. In this article, I have analyzed the way in which the e-commerce has developed in Romania and based on the graphic, I noticed that the pandemic period has registered the largest increase.

Relationship marketing consists in building long-term customer relationships in order to provide the customer with certain values. It aims to satisfy the customer’s needs and expectations as well as creating and fostering his satisfaction. Although the Church is not an organization which provides certain products or services, she can make use of relationship marketing mechanisms in her ministry. Pastoral care uses the segmentation of “customers” — the addressees of the Church’s ministry, on the basis of their needs and their religious conditions. Marketing sciences indicate four stages of relationship marketing: formation, management, evaluation of results and evolution. All of these are used in Catholic pastoral care.

Online user activities are tracked for many purposes. In e-commerce, cross-domain tracking is used to quantify and pay for web-traffic generation. Our previous research studies have shown that HTTP cookie-based tracking process, though reliable, can fail due to technical reasons, as well as through fraudulent manipulation by traffic generators. In this research study, we evaluate which of the previously published tracking mechanisms are still functional. We assess the efficacy and utility of those methods to create a robust tracking mechanism for e-commerce. A failsafe and robust tracking mechanism does not need to translate into further privacy intrusions. Many countries are rushing to introduce new regulations, which can have a negative impact on the development of robust technologies in an inherently stateless eco-system. We used a multi-domain, purpose-built simulation environment to experiment common tracking scenarios, and to describe the parameters that define the minimum tracking requirement use-cases, and practices that result in invading privacy of users. This study will help practitioners in their implementations, and policy developers and regulators to draw up policies that would not curtail the development of robust tracking technologies that are needed in e-commerce activities, while safeguarding the privacy of internet users. [ABSTRACT FROM AUTHOR]

The measurement of both offline and online marketing is the topic of numerous research papers and important concerns of marketing managers. Despite the rapid growth of affiliate marketing, especially in the tourism industry, in Iran, Iranian researchers have paid little attention to this area. The aim of this study was to examine factors affecting the measurement of online affiliate marketing performance in the tourism industry. Due to the research is developmental in terms of purpose, and descriptive-survey method in terms of collecting information, first, besides studying literature review, a set of criteria measuring affiliate marketing performance were identified. Then, having interviewed professors and experts in the field of tourism marketing, we distribute questionnaires among the statistical sample, tourism activists. Next, having gathered data, we analyzed, mined them, and prioritized suitable criteria for measuring affiliate marketing performance in the tourism industry. exploratory factor analysis was performed to classify the sub-indices, and confirmatory factor analysis was used to test the validity of the model. Finally, the results showed six factor including: expose capabilities, communications capability, financial factors, making competitive advantages, abilities to attract, and brand creation are important factors to measure affiliate marketing performance in the tourism of Iran.

The recent massive proliferation of affiliate marketing suggests a new e-commerce paradigm which involves sellers, affiliates and the platforms that connect them. In particular, the fact that prospective buyers may become acquainted with the promotion through more than one affiliate to whom they are connected calls for new mechanisms for compensating affiliates for their promotional efforts. In this paper, we study the problem of a platform that needs to decide on the commission to be awarded to affiliates for promoting a given product or service. Our equilibrium-based analysis, which applies to the case where affiliates are a priori homogeneous and self-interested, enables showing that a minor change in the way the platform discloses information to the affiliates results in a tremendous (positive) effect on the platform’s expected profit. In particular, we show that with the revised mechanism the platform can overcome the multi-equilibria problem that arises in the traditional mechanism and obtain a profit which is at least as high as the maximum profit in any of the equilibria that hold in the latter. [ABSTRACT FROM AUTHOR]

The authors examine online affiliate marketing programs in which merchants oversee thousands of affiliates they have never met. Some merchants hire outside specialists to set and enforce policies for affiliates, whereas other merchants ask their marketing staff to perform these functions. For clear violations of applicable rules, the authors find that outside specialists are the most effective at excluding the responsible affiliates, which can be interpreted as a benefit of specialization. However, in-house staff are more successful at identifying and excluding affiliates whose practices are viewed as "borderline" (albeit still contrary to merchants' interests), forgoing the efficiencies of specialization in favor of the better incentives of a company's staff. The authors consider the implications for marketing of online affiliate programs and for online marketing more generally. [ABSTRACT FROM AUTHOR]

The primary objective of affiliate marketing is to promote products or services via online distribution channels through third parties. However, its application has remained scarce despite being acknowledged as an efficient means of encouragement for SMEs to compete globally. This research adopts various technology adoption models to identify determining factors of intention to use affiliate marketing among SMEs. Developmental culture is included in the research model to assess its moderating effect. An online survey questionnaire has successfully obtained 180 usable responses for data analysis. The findings show that perceived usefulness, observability, and social influence are significant determinants of intention to use affiliate marketing. Developmental culture is found to moderate the results. Low developmental culture enhances the relationship between perceived usefulness and the intention to use affiliate marketing whereas high developmental culture strengthens the relationship between compatibility and the intention to use affiliate marketing. Implications of this study are discussed. [ABSTRACT FROM AUTHOR]

The Covid 19 pandemic has disturbed the whole world and has affected the sectors of activity of all countries, predominantly in a negative way. The first five months of the year 2020 marked the beginning of this pandemic, overshadowing all the world's nations and influencing, in a way or another, the rhythm and the nature of the population's life. The goal of this article is to present some general aspects of this pandemic, focusing my attention especially on one of the domains that has prospered in this "dark" period regarding the personal life, environment, communication and economy, more exactly on the online commerce. The e-commerce is one of the few domains that gained a lot in this period, registering considerable increases. We can say that the online commerce has become, for most traditional stores, a kind of a lifeline, the respective stores having to implement, if they had not already, or to expand, in an accelerated way, the online sales and at the same time, to introduce services for picking up the so-called "click and collect" purchases on the one hand and home delivery on the other hand. In this article, I have analyzed the way in which the e-commerce has developed in Romania and based on the graphic, I noticed that the pandemic period has registered the largest increase. [ABSTRACT FROM AUTHOR]

Purpose: In brand management and its progressive enlargement, the relation between creativity of words & speech and brand always been an enriching factor. To create a longlasting and appealing image all big and medium size manufacturer have been using this flourishing weapon to be placed in pocket of hearts of consumers and all favouring statistics and results are the robust evidence that this relation had been always a successful factor. This study undertakes thorough observations of several successful case studies and some more advanced approaches to be suggested for corporations and organizations. Design/Methodology/Approach: This study has adopted illustrative approach and made use of brief case studies to explain the Regnant Role of Creativity & Copywriting in Branding. Findings: This study reflects how 'Branding' and effective brand management can pay the value & profit at optimally consideration scale and how 'copywriting' has significant role in emerging effective brand expansion and establishment. Research implications: This studies guides the advertisers and marketers for effective use of 'Creativity' and 'copywriting' in branding activities. [ABSTRACT FROM AUTHOR]

The aim of this article. The main objective of this paper is to study the primary real estate market of Ukraine and identify the impact of the results on the formation of individual components of the marketing activity of construction companies and sellers. In this paper it was investigated the dynamics of supply in the primary real estate market of Ukraine during the period between 2000 and 2015, and assessed the dynamics of average prices for residential real estate in the city of Kyiv since the beginning of January 2003 until the end of July 2016. The dynamics in the city of Kyiv reflects prices trends for housing in Ukraine in general. The results of the analysis. On the basis of results obtained by national scientists and our own statistical calculations it was distinguished separate stages in the formation of the primary real estate market and compared trends of the volume of commissioning of housing area and the number of built apartments during the periods of 2003-2007 and 2009-2015. It was also determined factors that influenced the volume of housing supply during mentioned periods and caused some differences in the dynamics of supply of housing area and the number of built apartments. Before the collapse of the market in 2009 the trends of both indices were quite similar. Since 2010 the volume of housing, put into operation, somewhat fluctuated. At the same time there was a gradual increase in the number of built apartments. Dynamics of commissioning during 2003-2007 corresponds to the trend which is described by exponential function, and the trend of this indicator for 2009-2015 is characterized by the logarithmic function, which confirms the faster change of the indices at the beginning of this period and their slowing down in 2011-2013. Dynamics of flats built in both periods is characterized by exponential dependence. Equation parameters that describe the trends of the change in the number of flats built for both periods are quite similar. The first and second derivatives of these functions, that respectively reflect the speed and acceleration of the investigated phenomenon change. Consequently, the supply of built apartments in all investigated periods was increasing almost equally, regardless of different levels and dynamics of the prices. The difference in the trends of the volume of housing commissioning and the number of apartments built in 2009-2015 can be explained by the completion of the construction works and by the post-crisis supply of the apartments in new buildings. The construction of latter was started during the period of 2006-2009, when developers tried to maximize the area of apartments. And during the period of 2014-2015 the trend of these indicators practically flattened out, which was caused by the increasing demand for small apartments This trend is expected to continue in the future due to the significant increase in tariffs for housing and communal services. It was also determined that despite the significant decrease in prices in the secondary housing market in recent years, the demand for primary market constantly grows. The obtained results confirm the cyclical character of the supply in the primary real estate market and have the elements of scientific novelty. Conclusions and directions of further researches. Under conditions of changing consumer needs, due to their different socio-economic and demographic characteristics, and despite the reduction of their income, it was determined in this article that the further use of the concept of differentiated marketing by construction companies is feasible. For consumers with average and lower than the average income, the sellers on the market have to focus on rational infrastructure of the residential complex, relatively low prices and mass communications. Other marketing tools are appropriate for use in case of luxury housing customers: infrastructure with exclusive elements, personal communications, focus on brand value. Further research in this area may be related to the study of influence of the concept of horizontal relationships between consumers on the formation of trust to the construction companies in the housing market.

Copyright of Research Papers of the Wroclaw University of Economics / Prace Naukowe Uniwersytetu Ekonomicznego we Wroclawiu is the property of Uniwersytet Ekonomiczny we Wroclawiu and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

So far, the issue of security was especially interested by human being from various economic, cultural, social, political and military aspects. Insurance is increasingly developing (expanding) due to the growing of social culture, increased conflicts of interests with the interests of the public and people. Liability insurance policy among various policies is placed at a superior position and is largely influenced by customer selection. The main objective of this research is to identify sale methods and effectiveness evaluation indicators and to study sale methods’ effectiveness and finally, to rank them. Research statistical population included some vendors of Asia insurance company in Sabzevar city. Research sample included 160 individuals that were selected using Cochran formula. Data were collected through using a questionnaire. This is a descriptive survey; research hypotheses are provided to achieve the aforementioned objectives. The results were examined by one-sample t-test. According to the results of the main hypothesis, physicians and paramedic sale methods of liability insurance are effective and validated. The first sub-hypothesis of effective consulting marketing of physicians and paramedics’ insurance liability is maintained. The second hypothesis of relationship sale influencing physicians and paramedics’ insurance liability is maintained. The third hypothesis of effectiveness of the adaptive marketing in the physicians and paramedics’ insurance liability is also maintained. According to Friedman ranking test conducted in this study, consulting method places the first and the adoptive and relational methods are ranked second and third, respectively.

We study how to optimally attract new customers using a referral program. Whenever a consumer makes a purchase, the firm gives her a link to share with friends, and every purchase coming through that link generates a referral payment. The firm chooses the referral payment function and consumers play an equilibrium in response. The optimal payment function is nonlinear and not necessarily monotonie in the number of successful referrals. If we approximate the optimal policy using a linear payment function, the approximation loss scales with the square root of the average consumer degree. Using a threshold payment, the approximation loss scales proportionally to the average consumer degree. Combining the two, using a linear payment function with a threshold bonus, we can achieve a constant bound on the approximation loss. Keywords: social networks * pricing in networks * microeconomic behavior * stochastic networks, 1. Introduction Referrals have emerged as a primary way through which companies in the social networking era acquire new customers. Instead of spending money on traditional advertising, many companies now [...]

The present paper starts from the assumption that there is a tendency, especially among practitioners, to largely overlap concepts of online marketing and online advertising, thus considering that most online marketing tools aim at the aspect of value communication and promotion. This observation prompted us to try to delineate the categories of online marketing tools according to the traditional areas of marketing activity. Therefore, the paper aims to present the online marketing tools based on a different vision than the literature identified so far. Thus, it was intended to group the online marketing tools on the key components of the marketing activity and the presentation, for each, of certain software tools that support that. The way in which the analysis of online marketing tools was addressed is new and could be useful for defining a structured vision on the field. The paper aims both to analyze concepts specific to online marketing, and especially to carry out a delineation of categories of online marketing tools based on the key areas of marketing such as value creation, value delivery, value communication / promotion, customer relationship management and marketing research. To achieve the goal set for this paper we considered useful to address the issue from a dual perspective: from the perspective of the academic literature - books, studies found in scientific databases - which deal with the topic of online marketing and online marketing tools; and from the perspective of practitioners - studies posted on the Internet by the specialists in the field, respectively the analysis of websites of companies providing online marketing services. The intention was to combine the vision specific to theorists to that of practitioners in tackling the field specific to online marketing and online marketing tools. In order to synthesize the information presented in this paper, we also conducted a visual representation of the categories of online marketing tools.

Copyright of Handel Wewnêtrzny is the property of Institute for Market, Consumption & Business Cycles Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Digital marketing is gaining predominance in marketing strategies across the globe. The reach, penetration and response along with cost benefits are attracting marketers and customers to be more digital savvy. Though the traditional ways of marketing are not and never would be obsolete, the new age digital revolution is definitely gaining predominance and is also giving organizations fruitful results. This paper provides an overview of different features, usage, application and importance of digital marketing. [ABSTRACT FROM AUTHOR]