Search

This study aims to measure the influence of social media usage, search engine optimization (SEO), and influencer marketing on the brand awareness of Siloam Hospital. The study sample consists of 120 respondents selected through purposive sampling from individuals who have used or plan to use hospital services. Multiple linear regression analysis is used to test the research hypotheses. The results show that the SEO variable has a significant positive effect on Siloam Hospital's brand awareness. This indicates that search engine optimization efforts are an effective strategy for increasing the hospital’s visibility to the public. In contrast, social media and influencer marketing variables do not have a significant impact on brand awareness. These findings suggest that, in the context of Siloam Hospital, SEO is the most dominant factor in enhancing brand awareness. The practical implication of this research is the importance for Siloam Hospital to continuously improve website content quality, optimize keywords, and build backlinks from relevant websites. This study contributes to understanding effective digital marketing strategies in the healthcare sector, particularly for hospitals. However, further research with a larger sample and the inclusion of additional variables is needed to achieve more generalized results. [ABSTRACT FROM AUTHOR]

In the increasingly advanced digital era, online visibility is a key element in the marketing strategies of various types of businesses, including Micro, Small, and Medium Enterprises (MSMEs). This research aims to investigate and analyze how Search Engine Optimization (SEO) approaches can be used to increase the visibility of digital promotional media, such as websites, blogs, and online stores. Good online visibility is essential for MSMEs to compete in an increasingly connected business environment. Therefore, an effective SEO approach is crucial to increase their digital exposure. This research will be conducted through a review of relevant literature to understand the concept of SEO, practical implementation strategies, and its impact on online visibility. In addition, primary data will be collected through observations and interviews with MSME owners. Qualitative analysis methods will be used to identify patterns, trends, and keyword findings from the data collected. This study is expected to provide a deeper understanding of the importance of SEO in improving online visibility for MSMEs. The results of this study are also expected to provide practical guidance for MSMEs to optimize the use of SEO to increase online exposure and achieve success in an increasingly digitally connected business environment. This research is expected to make a significant contribution to the understanding and implementation of SEO strategies by MSMEs. By optimizing online visibility through SEO techniques, MSMEs can improve their competitiveness, attract more customers, and ultimately achieve sustainable growth. In addition, the results of this study are expected to be a reference for MSME owners in formulating a more effective digital marketing strategy in the ever-evolving digital era. [ABSTRACT FROM AUTHOR]

In the hotel booking market, high click-through rates are essential for online travel agencies (OTAs) to earn commissions. Given the dominance of mobile devices in web traffic, analyzing the mobile click-through decision-making process plays a vital role in search engine optimization. This study proposes a sequential framework that leverages Bayesian inference to model individual users' click-through behaviors using user digital footprints, which encompass sequences of search, browse, compare, and click-through actions. This framework extracts three categories of information based on the degrees of dynamism in the hotel search process, ranging from less dynamic to highly dynamic levels: static hotel attributes, information cues in the search results, and temporal characteristics of user behaviors. Extensive experiments on a global OTA mobile clickstream dataset with over 600,000 observations reveal the substantial superiority of the proposed framework over the baseline models like probit regression and Naive Bayes. Notably, temporal characteristics emerge as the most important category. Drawing on our model, we delve into the interpretability of these three information categories. Additionally, we compare their varying impacts across different devices. Beyond these findings, this study offers valuable managerial implications for mobile OTA search engine marketing and optimization. [ABSTRACT FROM AUTHOR]

Copyright of Revista Foco (Interdisciplinary Studies Journal) is the property of Revista Foco 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.)

The internet has changed marketing education and disrupted the traditional approach to teaching marketing. Digital marketing as a field of study is a dynamic discipline that requires educators to evaluate their curricula and teaching methods constantly. This research reviews the digital marketing education research over the past 25 years to gauge the current standing of the extant literature. A multi-step process with specific research goals was implemented to assess the current state. First, a thematic review of the literature based on the modules of capabilities developed by the Digital Marketing Institute and the American Marketing Association contributed to identifying four eras of digital marketing education research. Next, the authors assess areas of research coinciding with the topical review to assess relevant research in each area. We conclude with recommendations for research to fill the gaps, including calls for work in search engine optimization, analytics, and email marketing, as well as greater attention when submitting article keywords, as finding papers when searching EBSCO or Web of Science depends on relevant keywords. [ABSTRACT FROM AUTHOR]

Despite the increasing popularity of pay-per-click (PPC) advertising and search engine optimization within the financial industry, there is a notable lack of research on the effectiveness of PPC on bank customers' continuous search intention and banking services intention. This study aims to fill this gap by investigating the use of PPC as a tool on customers' search intention and continuous services intention in a retail banking context. Utilizing a quantitative design, we collected data and employed maximum likelihood estimation (MLE) for path analysis to analyze the empirical data. Our findings reveal several substantial results. Firstly, continuous search intentions significantly influence continuous banking services intentions. Secondly, attitude toward PPC advertising significantly affects both continuous search and banking services intentions. Thirdly, satisfaction with PPC advertising is crucial in shaping attitudes toward PPC, continuous search intention, and continuous banking services intention. Fourthly, perceived usefulness directly influences attitudes toward PPC, satisfaction with PPC, and continuous search intention. Lastly, while PPC advertising's perceived ease of use and perceived confirmation are linked to perceived usefulness, they do not directly affect attitude toward PPC. By adopting a dual intentions approach, this study contributes to banking literature by highlighting the importance of understanding the distinct roles of PPC attributes in shaping short- and long-term customer behavioral intentions. [ABSTRACT FROM AUTHOR]

Destination branding and digital diplomacy, as two driving forces for the tourism industry, can capitalize on branding strategies and marketing instruments from commercial practice. Although existing research has explored ways this should include search engine optimization (SEO) tools and analyses, implementation has been limited so far. Currently, daily queries and results in global search engines have a major impact on international perceptions of countries and the formation of public opinions in the context of the tourism industry and country relations. SEO tools not only create new challenges and possibilities for data analysis for related scientific disciplines, but also offer great benefits for political, cultural, and educational institutions and decision-makers in destination branding and tourism. It is crucial for these entities to carefully evaluate and strategically employ websites and web content to rank better in search engine results. This study closes a gap in applied research by critically examining common approaches to search engine analysis for tourism purposes, especially those based on Google Trends data. This includes introducing previously neglected SEO analysis methods, along with cases regarding their applications. The study concludes by discussing the limitations of search engine resources and their potential for future research and use in destination branding and digital diplomacy in the tourism context. [ABSTRACT FROM AUTHOR]

This study explores the intersection of technological advancements in the media industry and the realities of journalism education, aiming to align discussions on digital transformation in journalism with educational practices. An online survey of 228 young journalists from Germany was conducted to assess their editorial tasks, perceptions of technological change, and digital skills acquired during their journalism studies in the higher education sector. The findings indicate that content creation and writing are considered highly important by the majority of young professionals, with significant emphasis placed on integrating social media into their work. There is a broad acknowledgment of growing technical requirements, including mobile journalism, data journalism, and new content channels like blogs, newsletters, or podcasts, which reflects a shift towards a multi-skilled profile for journalists. However, the study also highlights that many journalists reporting insufficient exposure to critical digital skills such as search engine optimization, user metrics, data journalism, and coding. This indicates a need for journalism education programs in Germany to better address these emerging trends and prepare students for the demands of the digital media landscape. [ABSTRACT FROM AUTHOR]

Introduction: The most pressing questions patients ask about facial fillers and the sources to which patients are directed remain incompletely understood. Methods: The search engine optimization tool Ahrefs was utilized to extract Google metadata on searches performed in the USA. The most frequently asked questions were categorized by topic, while websites were categorized by authoring organization. JAMA benchmark criteria were used for website information quality assessment. Results: A total of 300 questions for the term “fillers” were extracted. The majority of search queries (24.0%) and monthly search volume (39.3%) pertained to procedural costs. The mean JAMA score for private practice sources (1.1 ± 0.57) was significantly lower than that of corporate sources (2.6 ± 0.55, p = 0.0003) but not significantly lower than academic pages (1.6 ± 1.34, p = 0.483). With respect to monthly search volume, queries concerning lip fillers have been increasingly asked at a rate that exceeds other injection sites. Conclusion: Online searches for facial fillers often involve the topic of cost and frequently direct patients to websites that contain inadequate information on authorship, attribution, disclosure, and currency. When compared to other anatomic sites, search queries involving lip fillers have increased over the last 3 years. [ABSTRACT FROM AUTHOR]

Purpose: Large Language Models (LLMs) are employed in a growing range of domains. They automatise processes and improve work efficiency. However, their application in website quality testing leaves a research gap. The paper aims to assess the capabilities and limitations of using selected LLM-based AI tools for SEO auditing as a critical component of a university's marketing strategy in a case study of a university website. Design/methodology/approach: The paper reports a case study. The audited website belongs to a university where a new content management system (CMS) is deployed. At this stage, the audit minimises such adverse issues as deindexing and visibility loss. The SEO audit employed the following AI tools: ChatGPT, Microsoft Copilot, Gemini Google DeepMind, and Perplexity AI. Selected AI responses are quoted verbatim, while others have been synthesised. Some of them were subjected to semantic analysis. Findings: LLM-based AI tools do not conduct an SEO audit in real time. LLMs can easily generate articles, abstracts, summaries, and other texts that may be used as input for meta tags or headings, such as H1. Therefore, LLMs can be useful for optimisation rather than quality assessment. Originality/value: It is one of the first studies on the capabilities and limitations of Large Language Models regarding SEO audits presented with a case study of a university website. [ABSTRACT FROM AUTHOR]

This study comprehensively examines the impact of digital marketing strategies on increasing brand awareness of product X vouchers in Indonesia. Employing a quantitative approach and regression analysis, this research reveals that social media and search engines play a highly significant role in enhancing brand visibility and recall among consumers. These findings indicate that marketing efforts focused on social media platforms and search engine optimization (SEO) have successfully reached a broader audience and fostered higher levels of engagement. Conversely, mobile advertising, despite its significant potential, has not demonstrated a significant impact in the context of this study. The results of this research offer crucial implications for marketing practitioners, highlighting the importance of allocating greater resources to marketing activities on social media and search engines, as well as reevaluating mobile advertising strategies to ensure the relevance and effectiveness of advertising messages. Overall, this study contributes valuable insights to a deeper understanding of the dynamics of digital marketing within the evolving Indonesian market. [ABSTRACT FROM AUTHOR]

The document "Notes on Contributors" provides information about various experts in the field of landscape history from different countries, including Italy, Iran, Australia, the UK, and India. The contributors have diverse expertise in areas such as agricultural sciences, architecture, archaeology, and ecology. The document also includes guidelines for manuscript preparation and submission to the journal Landscape History, emphasizing originality, ethical standards, and adherence to specific formatting requirements. [Extracted from the article]

This article describes an experiment to use the ChatGPT Large Language Model as a tool to refine Schema.org metadata. ChatGPT was asked to give suggestions to improve a preexisting package of Schema.org structured metadata in the NMSU Library homepage for search engine optimization. A package of reformatted metadata based on ChatGPT's recommendations was used to replace the preexisting metadata for seven weeks and relevant web stats are compared to an equivalent seven-week period from the preceding semester. This article discusses ChatGPT's recommendations in some depth and examines the outcomes from a theoretical perspective. Implications of the experiment are outlined along with future areas for research. [ABSTRACT FROM AUTHOR]

Smaller colleges and universities feel an increasing urgency to respond to an enrollment cliff, a decline in student matriculation created by demographic changes and the convenience and efficacy of online teaching modalities. This research study investigated the impact of digital maturity on enrollment in small colleges with registration of less than 5,000 in the New England region of the United States. The study focused on understanding the impact of digital maturity through a comprehensive analysis of 77 college websites. It used a Poisson regression model to analyze domain rating, URL rating, backlinks, keywords, traffic, paid marketing, and a proprietary ranking (Ahrefs1) to understand the impact of these components of digital maturity on enrollment. Ahrefs was chosen as it is a respected search engine optimization (SEO) online toolset used by marketers from world-leading companies to analyze and improve their websites. The findings suggest a positive impact of digital maturity on college enrollment. Moreover, the study highlighted that digital maturity is an integral part of the stature and reputation of a college. The research proposes that digital maturity was one of the key pillars of attracting students to new colleges, inseparable from other factors like athletics, housing, campus beauty, community feel, and reputation of faculty. This research is significant for college administrators who aim to improve their enrollment rates, particularly considering the constrained demographics and continued changes in education delivery. This research also proposes a framework of digital maturity assessment that college administrators can use to assess and create their enrollment strategy. [ABSTRACT FROM AUTHOR]

The article discusses the evolution of digital marketing and the use of artificial intelligence (AI) algorithms in smart personalization. It highlights the benefits of personalized content in driving online sales and influencing user behavior, but also raises concerns about privacy and data usage. The article emphasizes the need for ethical practices and transparency in data collection and protection. It suggests that governments should enforce data protection laws, companies should prioritize user privacy, and users should be educated about their rights and options for controlling their data. The article also calls for interdisciplinary research collaboration and the development of privacy-preserving technologies to address the complexities of the privacy paradox. [Extracted from the article]

It is essential to use search engines to get the needed information. A search engine uses result matching to match the user’s query with appropriate web pages. Users see the search results in a certain order based on how they are ranked. A website or web page may be made better using search engine optimization (SEO), which will increase the amount of organic traffic it receives from search engines. If we can’t manage efficient SEO techniques to rank at the top of organic search results, a lot of money will be spent on sponsored adverts for certain keywords. The process of building rank estimate algorithms for search engine results pages (SERP) or applying data analysis to find the best SEO tactics has been employed in several research projects. The datasets of existing studies were undiversified since they only included web pages from one or a small number of categories. This research will improve rank estimation algorithms by using multi-category web pages in the training datasets and will provide demonstrations of improvement on SERP rank estimation algorithms for English web pages. Since Google receives more than 90% of all internet search submissions, scraping will be used there. For the chosen web pages, a collection of on-page SEO variables will be retrieved. The methodology starts with choosing a set of search terms and scraping search engines, then crawling SERP web pages to extract certain SEO criteria from the contents of web pages, and lastly getting to data preprocessing. Various machine learning techniques were used to compare performance and choose the optimal approach. The main finding of research is the enhancement of SERP rank estimation by more than 25% on performance with the proposed dataset improvements for building models. [ABSTRACT FROM AUTHOR]

Purpose: This study investigated whether websites regarding diabetic retinopathy are readable for patients, and adequately designed to be found by search engines. Methods: The term "diabetic retinopathy" was queried in the Google search engine. Patient-oriented websites from the first 10 pages were categorized by search result page number and website organization type. Metrics of search engine optimization (SEO) and readability were then calculated. Results: Among the 71 sites meeting inclusion criteria, informational and organizational sites were best optimized for search engines, and informational sites were the most visited. Better optimization as measured by authority score was correlated with lower Flesch Kincaid Grade Level (r = 0.267, P = 0.024). There was a significant increase in Flesch Kincaid Grade Level with successive search result pages (r = 0.275, P = 0.020). Only 2 sites met the 6th grade reading level AMA recommendation by Flesch Kincaid Grade Level; the average reading level was 10.5. There was no significant difference in readability between website categories. Conclusion: While the readability of diabetic retinopathy patient information was poor, better readability was correlated to better SEO metrics. While we cannot assess causality, we recommend websites improve their readability, which may increase uptake of their resources. [ABSTRACT FROM AUTHOR]

Copyright of Transfer: Zeitschrift für Kommunikation & Markenmanagement is the property of Deutsche Werbewissenschaftliche Gesellschaft 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.)

Background: The trend of coffee consumption in Indonesia encourages many business players in the coffee industry. Storytelling marketing is one of the tools that can be used to build brand awareness and, in the long run, will encourage consumer buying interest. Purpose: This research aims to identify business activities and brand awareness levels and provide a storytelling marketing design for Wanaland Coffee Roastery. Design/methodology/approach: Data was collected through in-depth interviews, online surveys, and literature studies. Quantitative data processing and descriptive statistics results are then analyzed using value chain analysis tools, brand awareness pyramids, and marketing storytelling. Findings/Result: The results of this study are in business activities, Wanaland Coffee Roastery sells coffee in the form of beans offline and online. The promotional media used are Facebook, WhatsApp, Instagram, and word-of-mouth. Brand awareness that is derived from promotional activities that have been carried out is still minimal, so storytelling marketing is used to increase brand awareness. Storytelling design was organized into three scenarios by utilizing five digital communication channels: website, social media, Google My Business, e-commerce, and SEO/ SEM. Conclusion: Based on the research results, consumer brand awareness is still low. Therefore, the marketing storytelling design in this study is needed to increase brand awareness. Originality/value (State of the art): Research conducted at Wanaland Coffee Roastery using a storytelling marketing strategy is the novelty of this research because no similar research has been found. [ABSTRACT FROM AUTHOR]

Digital marketing (DM) is a versatile and continuously evolving strategy that harnesses the internet and various digital devices to promote goods and services. This approach has endured significant development over the years, gaining widespread popularity among businesses of all sizes. It utilizes the internet, mobile devices, and a range of social media platforms to properly exhibit the business's goods and services. The expanding scope of digital media reflects the growing preference for digital devices and their conveniences over traditional brick-andmortar stores. This comprehensive article delves into the continually evolving landscape of DM, covering its tools like Search Engine Marketing (SEM), Pay-Per-Click (PPC), affiliate marketing, content marketing, Search Engine Optimization (SEO), mobile marketing, email marketing, as well as the challenges and opportunities it presents. [ABSTRACT FROM AUTHOR]

Purpose: Search Engine Optimisation (SEO) covers processes aimed at improving website quality. SEO audits can be used to conduct comparative and competitive analyses to identify good practices employed by other online platforms. The article scores selected marketplace and e-commerce websites in terms of search engine optimisation. Design/methodology/approach: We analyse the quality of selected marketplace and e-commerce websites with synthetic aggregate metrics, so-called SEO Score. The first stage involved exploratory quality tests, whereby the home page source code was analysed for every website. The second stage was algorithmic tests using selected online tools. Findings: The websites scored 2,126 out of 3,000 points in total. It is 71% of the maximum score. This means that, according to the test applications, not many attributes require SEO effort under the employed research design. Four out of the five tested websites had their names (brands) in the meta description tag. All the portals had the title tag. However, only one site had the meta keywords tag. Originality/value: The research apparatus employed is sufficient to identify basic design flaws, which makes it useful for competitive analysis. Our algorithmic analysis pinpointed differences in the quality of leading marketplace and e-commerce websites in Poland. The exploratory research revealed certain good practices regarding meta information on marketplace and e-commerce websites, which may affect SEO. [ABSTRACT FROM AUTHOR]

Attaining a first-page position in search engine results is crucial for websites, impacting their visibility. Search engine optimization involves technical and content optimization strategies to enhance a website's visibility. Central to this effort is the creation and maintenance of high-quality content that satisfies search engine algorithms and engages the intended audience. However, creating high-quality content is inherently challenging due to its subjective and multifaceted nature. This study addresses this challenge by analyzing high-quality content through a linguistic lens. It introduces a tailored framework that includes textual, stylistic, technical, and regulatory criteria, outlining the essential features of user-oriented high-quality content. Furthermore, this research advocates for the application of Grice's conversational maxims—quality, quantity, relevance, and manner—in content creation and optimization to enhance the development of high-quality content. Employing a quantitative methodology and drawing on findings from an experiment conducted on Google's search engine platform, this study promotes the effective utilization of these maxims to cultivate high-quality content and improve rankings on search engine results pages.

Planners can add value to their clients by helping to manage their website search engine optimization (SEO). One way to help clients is to explain the basics of an SEO strategy. Planners can provide a basic outline of an SEO strategy that makes sense based on their client's business goals. Lastly, planners can suggest free tools to help owners manage their SEO while they go through this decision-making process. [ABSTRACT FROM AUTHOR]

This study focused on enhancing the adaptation of digital entrepreneurship to benefit from consumers' shift to online purchasing in the COVID-19 pandemic era. It aimed to identify the readiness and ability of digital entrepreneurs, especially small ones, to deal with customers' shift to online purchasing. It also aimed to determine the means and mechanisms that enable digital entrepreneurs to digitally adapt to take advantage of this opportunity. An electronic questionnaire was distributed to the study sample to collect the necessary data to test the study's hypotheses. The focus of the study was on the Kingdom of Saudi Arabia, that reached 384. And the study uses multiple regression analysis to test this hypothesis. The study concluded that digital entrepreneurs could adapt digitally by targeting customers properly and digitally engaging customers to establish an interaction with them, which is one of the most important foundations of digital business activities. They can also adapt digitally through search engine optimisation; adaptation to smartphones, one of the basics of digital adaptation in digital entrepreneurship; and shifting from the traditional supply chain to the digital value chain. [ABSTRACT FROM AUTHOR]

Purpose: This project contributes a rhetorical approach to search engine optimization (SEO) as algorithmic audience analysis. It positions SEO as an activity that requires strategists to compose website content that is optimized to both human search engine users and the algorithmic audience (Gallagher, 2017) of a search engine's indexed content. Method: Actor-Network Theory (Latour, 2005), with its focus on the agency of non-human entities combined with human agency in social activity, provides the theoretical framework for this approach. The project combines usability testing with web development methods to trace rhetorical agency during online search activities (Hocutt, 2019). Doing so demonstrates the role search algorithms play as receptive audiences of SEO strategies. Results: Approaches to teaching SEO within the framework of technical and professional communication (TPC) rhetorical foundations require understanding the algorithmic audiences of SEO practices. By matching timestamp data from videorecorded usability tests and HTTP archive (HAR) files produced during usability testing sessions, content strategists can overlay the chronological recordings with their SEO strategies to better understand how successfully SEO met human and algorithmic audience expectations. When SEO practice identifies human audience expectations effectively and develops content signals attractive to its technological audiences, both audiences succeed in an assembled meaning-making exercise. By applying existing methods of audience analysis to search algorithms, content strategists can improve SEO and help surface relevant content for their human users. Conclusion: The results of this project provide a framework for practicing SEO as rhetorical activity built upon audience analysis of both human and non-human users. [ABSTRACT FROM AUTHOR]

The article presents an interview with Katherine Jones, a high-tech marketing analyst. She discusses the implications of Generative Artificial Intelligence (GenAI) in resume development, examining how AI tools can streamline the process for job applicants. Topics discussed include the potential for AI to create uniform resumes, the ease with which applicants can tailor resumes for specific positions, and the challenges recruiters may face with an influx of similar AI-generated resumes.

In a growing digital landscape, enhancing the discoverability and resonance of scientific articles is essential. Here, we offer 10 recommendations to amplify the discoverability of studies in search engines and databases. Particularly, we argue that the strategic use and placement of key terms in the title, abstract and keyword sections can boost indexing and appeal. By surveying 230 journals in ecology and evolutionary biology, we found that current author guidelines may unintentionally limit article findability. Our survey of 5323 studies revealed that authors frequently exhaust abstract word limits—particularly those capped under 250 words. This suggests that current guidelines may be overly restrictive and not optimized to increase the dissemination and discoverability of digital publications. Additionally, 92% of studies used redundant keywords in the title or abstract, undermining optimal indexing in databases. We encourage adopting structured abstracts to maximize the incorporation of key terms in titles, abstracts and keywords. In addition, we encourage the relaxation of abstract and keyword limitations in journals with strict guidelines, and the inclusion of multilingual abstracts to broaden global accessibility. These recommendations to editors are designed to improve article engagement and facilitate evidence synthesis, thereby aligning scientific publishing with the modern needs of academic research. [ABSTRACT FROM AUTHOR]

This review examines the critical intersection of digital marketing competencies and human resource management, focusing on their role in modern talent acquisition strategies. As organizations navigate an increasingly digital landscape, integrating marketing principles into recruitment processes has become essential for attracting and engaging top talent. This paper synthesizes recent research findings to analyze current trends, challenges, and best practices in implementing digital marketing approaches within HR functions. Key findings include: 1. 78% of successful hires in 2023 were influenced by digital touchpoints during the candidate journey (Wilson & Thompson, 2023). 2. Organizations incorporating digital marketing techniques in recruitment strategies experience a 45% improvement in candidate quality and a 30% reduction in time-to-hire metrics (Martinez & Lee, 2023). 3. 67% of HR professionals feel underprepared for the digital aspects of modern recruitment (Thompson et al., 2024). The paper identifies essential digital marketing skills for HR professionals, including social media management, content marketing, search engine optimization (SEO), and data analytics. It also explores the challenges in bridging the digital skills gap and proposes solutions, including structured training programs and crossfunctional collaboration. The review concludes that organizations proactively investing in digital marketing capabilities within their HR functions gain significant competitive advantages in talent acquisition and retention. As the HR landscape continues to evolve, professionals who can effectively combine traditional HR expertise with sophisticated digital marketing capabilities will be crucial for building and maintaining high-performing workforces in an increasingly digital world. [ABSTRACT FROM AUTHOR]

In the era of digitalization, businesses are continuously adapting to innovative marketing strategies to engage with their consumers effectively. This study aims to delve into the intricate relationship between digital marketing strategies and consumer buying behaviour. With the proliferation of online platforms and the advent of social media, understanding how these digital avenues influence consumer decisions has become paramount for marketers. The research employs a mixed-methods approach, combining quantitative analysis with qualitative insights. Quantitative data will be gathered through surveys distributed among a diverse sample of consumers across different demographics. These surveys will gauge consumer perceptions, preferences, and behaviours concerning digital marketing channels such as social media advertising, email marketing, influencer endorsements, and search engine optimization. Qualitative data will be collected through in-depth interviews and focus group discussions. These qualitative methods will provide a nuanced understanding of the underlying motivations and psychological processes guiding consumer responses to digital marketing stimuli. Key variables under investigation include consumer engagement metrics, purchase intention, brand loyalty, and the role of trust and credibility in digital marketing interactions. Furthermore, the study will explore how demographic factors, such as age, gender, income, and digital literacy, moderate the relationship between digital marketing strategies and consumer behaviour. The findings of this study are expected to contribute significantly to both academia and industry. From an academic standpoint, it will advance theoretical frameworks concerning consumer behaviour in the digital age, enriching the existing literature with empirical evidence. For practitioners, the insights derived from this study will inform strategic decision-making processes, enabling businesses to tailor their digital marketing efforts more effectively to meet consumer expectations and enhance competitive advantage. [ABSTRACT FROM AUTHOR]

This study explores the digital marketing practices, benefits, and challenges faced by small and medium-sized enterprises (SMEs) in India. Using primary data from 150 respondents, the research highlights that social media marketing, search engine optimization (SEO), and content creation are the most commonly adopted digital marketing practices. SMEs have observed a significant increase in customer base and sales as a result of digital marketing. However, a lack of familiarity with analytics and limited resources pose notable challenges. The findings suggest that while SMEs recognize the value of digital marketing, they often struggle to fully optimize their efforts due to resource constraints. In terms of benefits, improved brand visibility and higher returns on investment are the top advantages identified by the respondents. The ability to target specific customer segments and foster better customer relationships further underscore the effectiveness of digital marketing. On the other hand, keeping up with changing digital trends, lack of expertise, and limited funding remain key challenges for SMEs. This study emphasizes the need for greater support in terms of training, resources, and tools to help SMEs fully leverage digital marketing for long-term business growth. [ABSTRACT FROM AUTHOR]

E-commerce platforms and Websites use search engine optimization (SEO) and search engine marketing (SEM) to enhance ranking on search engines. SEO involves improving the website's organic visibility of search engine results. In contrast, SEM is critical in enhancing website visibility through sponsored ads. Product ranking is significant in e-commerce platforms for improving sales, and traditional research is not focused on e-commerce product ranking. This research presents a novel methodology for enhancing product rankings on the Amazon.com platform by combining SEO and SEM strategies. Unlike previous approaches that typically focus on either SEO or SEM in isolation, our method integrates both strategies to address the competitive nature of e-commerce platforms. The novelty of this approach lies in its dual-focus strategy, which harnesses the strengths of both organic and paid search optimizations. Combining the long-term benefits of SEO, which improves organic visibility through content optimizations, with the immediate impact of SEM, which leverages targeted paid advertisements, achieves superior product ranking results. The proposed methodology has been mathematically validated, demonstrating a significant improvement in product rankings from page 5 to page 1 on Amazon's search results. [ABSTRACT FROM AUTHOR]

This study aimed to demonstrate the impact of digital marketing and evaluate the level of use through its strategies of search engine optimisation, search engine marketing, marketing content creation, social media marketing, mobile marketing, and email marketing on the market share of five-star hotels in Jordan. The current study focuses on the importance of digital marketing in the tourism industry. Both current and potential tourists depend on digital communication tools to obtain information about services, products, promotions and other related details online. Digital marketing allows for personalised communications and offers, but it is necessary to understand its types and value in tourism activities. As the industry becomes more complex and competitive, traditional marketing methods may no longer be sufficient. Therefore, tourism companies rely heavily on information and communications technology and work with global digital networks to distribute and sell their products. Effective digital marketing strategies are essential for increasing online exposure and attracting potential customers. The study adopted the descriptive and analytical field approach to collect data from the study sample of marketing managers, reservations and sales managers, and other participants in the marketing process. Moreover, the population consisted of all leadership and supervisory positions in twenty-one five-star hotels in Jordan, with approximately 500 employees. The sample selected was 222 employees. The author also used the PLS‒SEM technique to analyse the data. This finding revealed that dimensions such as email marketing have a significant and positive effect on the market share of five-star hotels in Jordan. Similarly, mobile marketing, search engine marketing and social media marketing also have significant positive effects on the market share of the hotels studied. On the other hand, the results did not show that marketing content creation and search engine optimisation had no noticeable effect on market share. Furthermore, more studies on search engine optimisation and the creation and promotion of attractive marketing content are recommended, given the inability of the current study to prove its impact on market share. It also recommends that hotels strengthen their digital strategy to keep pace with rapid developments and the strength of competition across networks. [ABSTRACT FROM AUTHOR]

This article examines the importance attributed to digital marketing strategy and digital marketing tools in the hotel industry, to customer engagement, according to managers' perceptions. The research was conducted in 2022, surveying 40 hotels (75% of the universe), located in São Miguel Island, in the Azores (Portugal). It was concluded that a significant majority (72.5%) have a well-defined marketing plan outlining their digital strategy. The greatest emphasis goes to the use and trust attributed to websites, social networks, and Online Travel Agencies (OTAs). Facebook and Instagram are the most important social networks; Booking.com is the platform that best captures customer attention. Search Engine Optimization stands out as the most important tool. Using a multiple correspondence analysis, a typology of profiles of hotel managers was identified, based on their perceptions regarding the digital marketing strategy and tools used: the social networks apologists, mainly directors and managers of 2 or 3-star hotels; the digital marketing enthusiasts, associated with higher-star hotels; and the digital marketing laggards, linked to lower-tier hotels. Hotels can use the data and information to track how they engage with current and potential customers, target areas for improvement, and make informed decisions. [ABSTRACT FROM AUTHOR]

The integration of digital marketing strategies in higher education has revolutionized the sector in India, profoundly impacting how institutions attract, engage, and retain students. This study evaluates the effectiveness of these strategies, examining their influence on institutional reputation, enrollment rates, and student engagement. It delves into various digital marketing tools, including social media, content marketing, search engine optimization (SEO), and email campaigns, assessing their effectiveness in reaching prospective students and enhancing the educational experience. The analysis highlights the shift from traditional marketing methods to digital platforms, driven by the increasing digital literacy among the youth and the widespread use of the internet and mobile devices. It explores how higher education institutions leverage data analytics and targeted marketing to tailor their messages and connect with diverse student demographics. The study also addresses the role of digital marketing in promoting online courses and remote learning, which gained unprecedented importance during the COVID-19 pandemic. Furthermore, the research investigates the construction of knowledge on quality in higher education through digital marketing. It examines how digital content and communication strategies shape perceptions of academic quality, institutional credibility, and the overall educational value proposition. The findings underscore the importance of transparent, authentic, and consistent messaging in building and maintaining trust among stakeholders. By providing a comprehensive evaluation of digital marketing strategies in the Indian higher education sector, this study offers valuable insights for educators, administrators, and policymakers aiming to enhance the reach and effectiveness of their marketing efforts. It emphasizes the need for a strategic approach that aligns digital marketing initiatives with institutional goals, ensuring that the quality of education remains at the forefront of marketing endeavors. Examining the political, social, and economic consequences of income disparity, this research paper highlights the critical impact that inequality has on society. [ABSTRACT FROM AUTHOR]

The article discusses the importance of using plain language in insurance communications to ensure that customers understand what they are purchasing. It highlights a readability scorecard conducted on Australian insurance companies, with some scoring higher than others in terms of clarity and simplicity. The benefits of plain language in insurance contracts are also emphasized, including clarifying legal obligations and reducing complaints. Tower, an insurance company in New Zealand, has become the first insurer in the country to transition its policies to the WriteMark Plain Language Standard, aiming to give customers confidence in their coverage and reduce inquiries and complaints. [Extracted from the article]

Web search engines have made life easier for humans. However, since the web expands daily, it is getting harder to locate the appropriate information about user search queries. A search engine looks through a vast amount of web pages in its database to get relevant results for queries connected to information searches made by users. When developing software, developers, researchers, and students spend a lot of time using popular search engines like Google to locate pertinent materials. In order to shorten the time needed to locate pertinent materials on the Internet, this paper outlines the creation of a search engine specifically for programmers. webpages with guides, illustrations, solutions to problems, etc. Using keywords that are available in several programming languages, different programming languages are crawled and indexed. Number of examples/solutions and lines of code per example are used to rank web sites linked to user queries. The efficiency of the suggested strategy on general search engines is supported by experimental data. Not every user has access to every online page. A search engine (SE) that returns results pertinent to the user's search query is therefore necessary. To achieve this, a method known as Search Engine Optimization (SEO) is applied. Search engine optimization (SEO) is a technique that makes use of search engine principles to give more relevant webpages higher rankings. A variety of page ranking algorithms can be used to achieve this. This essay reviews SEO strategies that help give consumers of the Internet useful information. [ABSTRACT FROM AUTHOR]