Articles
| Open Access | NAVIGATING DIGITAL MEDIA MARKETING: A CASE STUDY OF RETAIL JEWELLERY BUSINESSES
Abstract
This case study delves into the realm of digital media marketing within the context of retail jewellery businesses. In an increasingly digitalized world, traditional industries such as jewellery retail have embraced digital marketing strategies to engage customers and expand their market reach. Through an in-depth exploration of selected retail jewellery businesses, this study examines the implementation, challenges, and outcomes of digital media marketing campaigns. The case study sheds light on the unique tactics employed, the role of social media, e-commerce platforms, and influencer collaborations, and their impact on brand visibility and customer engagement. By analyzing real-world examples, this research contributes to the understanding of effective digital media marketing strategies for the retail jewellery sector.
Keywords
Digital media marketing, businesses, influencer collaborations
References
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Qualtrics. (2021). Influencer Marketing Statistics. Retrieved from: https://www.qualtrics.com/experience-management/marketing/influencer-marketing-statistics/
Li, C., & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies. Harvard Business Press.
Mena, J. A., de Linares, C., & Vázquez-Carrasco, R. (2018). The impact of social media on corporate reputation: A literature review. Business Research Quarterly, 21(4), 261-282.
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102-113.
Stokes, R. (2019). eMarketing: The essential guide to marketing in a digital world. Independent Publishers Group.
Statista. (2021). Global social media usage and engagement statistics. Retrieved from: https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
Varadarajan, R., & Yadav, M. S. (2002). Marketing strategy and the Internet: An organizing framework. Journal of the Academy of Marketing Science, 30(4), 296-312.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 425-478.
Zahay, D., & Roberts, N. (2017). Internet marketing: Integrating online and offline strategies. Routledge.