چکیده مقاله
The growth of digital media has altered the market environment, making it too difficult for businesses to survive in today's highly competitive business environment Businesses are able to interact with a greater number of clients in a shorter amount of time, while clients have a variety of options from which to choose when making purchases Digital marketing, a legitimate subfield of marketing science, has been able to improve customer engagement and add value for businesses through electronic services Over the past ten years, digital marketing has become a specialized field with roots in direct marketing Due to the rise in personal devices and their usage, brand marketers now have a greater number of direct and indirect communication channels with their target audience Digital technology is used by marketers all around the world to improve customer service and business productivity Customer loyalty is frequently seen as one of the key elements that determines an organization's destiny In the era of digitalization, businesses should consider cutting edge tactics to boost their market share and competitiveness by increasing their digital capabilities and utilizing the potential of digital material Gaining a thorough awareness of the changes in marketing is essential since they have a direct impact on the brand's sustainability Organizations can now use a variety of digital media to sell their products, reach and keep their target audience, and develop their brand This paper takes a look at digital marketing and its impact on brand and customer loyalty
کلیدواژهها
نویسندگان
Yeganeh Zand
Islamic Azad University, Science and Research Branch, Tehran, Iran
Paria Panahandeh
Islamic Azad University, Science and Research Branch, Tehran, Iran
Sarvenaz Afsharmanesh
Islamic Azad University, Science and Research Branch, Tehran, Iran
Reza Salimirad
Ph D of Business Management, Department of Business management, Faculty of Management and Economics, Islamic Azad University Science and Research branch, Tehran, Iran
شیوه ارجاع
Zand, Yeganeh and Panahandeh, Paria and Afsharmanesh, Sarvenaz and Salimirad, Reza,1404,The Impact Of Digital Marketing On Brand And Customer Loyalty,7th International Conference on Management, Business, Economics and Accounting
ارائهشده در
مجموعه مقالات هفتمین کنفرانس بین المللی مدیریت، بازرگانی، اقتصاد و حسابداری30 آبان 1404