Given the rise of new technologies and the resultant changes in consumer behavior, marketing practices need to evolve, which requires organizations to rethink their strategies. Having a digital marketing strategy can establish a direct dialog with customers, thereby increasing knowledge about customers, suppliers, and partners, as well as building, consolidating, and maintaining brand awareness. However, little is known about the attitudes and perceptions of consumers toward popular digital marketing tools that can strategically be used in an integrated digital marketing strategy. Therefore, the objective of this research is to understand the perceptions of digital moms toward technology and digital marketing strategies. Following a qualitative and interpretative approach, the results contribute to the literature by (1) addressing the symbolic meanings that technological tools have in the lives of this group of consumers and (2) providing insights on how different digital marketing strategies commonly implemented by brands are perceived by digital moms.
|Título de la publicación alojada||Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics|
|Editores||José Manuel Saiz-Alvarez|
|Editorial||IGI Global Publishing|
|Número de páginas||21|
|ISBN (versión impresa)||9781522589396|
|Estado||Published - abr. 2019|