The Best Annotated Bibliographies on Marketing

Idrysheva, Z., Tovma, N., Abisheva, K., Murzagulova, M., & Mergenbay, N. (2019). Marketing communications in the digital age.  E3S Web of Conferences , 135 , 04044.  https://doi.org/10.1051/e3sconf/201913504044 

The research question for this research is not explicitly stated. However, it is implied that the research seeks to answer the question on the efficacy of marketing communications in digital marketing. The study investigates the effectiveness of various elements of digital marketing in relation to company sales. The research was conducted using qualitative and quantitative methods that involved the use of questionnaires and logical methods. The study recruited 150 firms utilizing digital marketing tools using random sampling. The study sample also involved 50 executives drawn from other companies. Besides the empirical research, the researchers used theoretical analysis to elaborate on the existent digital marketing tools and the differences between traditional marketing and digital advertising. The researchers found out that online advertising, email advertising, social media marketing, and search engine optimization have the highest positive correlation with the increased sales. Text messaging, affiliate marketing, and pay-per-click (PPC) have a low positive correlation with increased sales. The research also found out that social media marketing, search engine optimization, and contextual advertising have the strongest influence on the number of customers attracted to make purchases. 

The article is useful to the marketing topic as it sheds new light on the digital marketing tools that are helping firms realize sales growth. The article by Idrysheva et al. (2019) presents an almost similar discussion to that advanced by Kaushik and Prativindhya (2019), who elaborate on the digital marketing tools with the greatest influence on shopping behavior. 

The article will be useful in writings involving the marketing topic because it presents an excellent analysis of digital marketing tools’ advantages, including helping grow a firm’s sales. The article will be used as part of the literature review in a marketing research paper to back up the arguments that digital marketing tools help in a firm’s sales growth. 

Kaushik, R., & Prativindhya. (2019). Influence of digital marketing on consumer buying behavior for electronic products: An empirical study of Indian urban consumers.  International Journal Of Advanced Science And Technology ,  28 (16), 234-245. Retrieved 25 January 2021, from http://sersc.org/journals/index.php/IJAST/article/view/1679 . 

The study’s research question is not directly stated in the research article. The study’s objectives imply that the research is seeking to answer the question on the impact of digital marketing on customer purchase behavior for electronic products. The study investigated six digital marketing elements: social media marketing, search engine marketing, email marketing, affiliate marketing, online public relations, and content marketing on consumers’ shopping behavior. The study was conducted by recruiting 500 participants through judgment sampling as the study sample. The data on consumers’ buying behavior was collected using a questionnaire. After conducting factor and regression analysis on the collected data, the researchers found out that the shopping behavior for electronic good s in India was significantly affected by search engine marketing, content marketing, online public relations, affiliate marketing, email marketing, and social media marketing in that order. Social media marketing had the highest influence, while search engine optimization had the least. 

The article is essential to the marketing topic as it presents a breakdown of the digital marketing elements that greatly influence electronic products shopping behavior in the Indian market. Industry players could use the article’s findings to decide on the areas that they should focus on when designing their marketing strategies. The research by Kaushik and Prativindhya (2019) echoes almost similar findings by Idrysheva et al. (2019), who indicated that social media marketing is amongst the significant digital marketing elements attracting customers to make purchases. 

The article will be crucial in marketing topic discussion because it presents an exemplary analysis of the contemporary marketing tools. Digital marketing elements should form the backbone of the marketing strategy of any firm that is technologically conscious. The article will be useful in advancing the arguments on the need for firms to invest more in social media marketing. Its findings on the significance of social media marketing will support the arguments advanced in the writing. 

References 

Idrysheva, Z., Tovma, N., Abisheva, K., Murzagulova, M., & Mergenbay, N. (2019). Marketing communications in the digital age.  E3S Web of Conferences ,  135 , 04044.  https://doi.org/10.1051/e3sconf/201913504044 

Kaushik, R., & Prativindhya. (2019). Influence of digital marketing on consumer buying behaviour for electronic products: An empirical study of Indian urban consumers.  International Journal Of Advanced Science And Technology ,  28 (16), 234-245. Retrieved 25 January 2021, from http://sersc.org/journals/index.php/IJAST/article/view/1679.