How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses
Journal article
Bennett, D., Saura, JR and Barbosa, B (2022). How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses. The Journal of Technology Transfer. https://doi.org/10.1007/s10961-022-09978-2
| Authors | Bennett, D., Saura, JR and Barbosa, B |
|---|---|
| Abstract | The development and use of digital marketing strategies by entrepreneurs is a key element of success for innovative projects. Moreover, effective execution of marketing intervention in what is referred to as the digital customer journey is essential to achieving business success. Under this paradigm, the present study aims to identify the use of digital marketing activities by entrepreneurs in their projects at each phase of the customer journey. The research bridges a gap in in the existing literature, first by a systematic review of literature using the statistical approach known as Multiple Correspondence Analysis (MCA) under the homogeneity analysis of variance using alternating least squares (HOMALS) framework programmed in the R language. Based on the results of this analysis, 13 digital marketing techniques are identified along with their use across the five phases of the digital customer journey that are linked to technology transfer and adoption: awareness, engagement, |
| Keywords | Entrepreneurs · Digital marketing · Customer journey · Multiple Correspondence Analysis |
| Year | 2022 |
| Journal | The Journal of Technology Transfer |
| Publisher | Springer |
| ISSN | 1573-7047 |
| Digital Object Identifier (DOI) | https://doi.org/10.1007/s10961-022-09978-2 |
| Publication dates | |
| 17 Nov 2022 | |
| Publication process dates | |
| Accepted | 30 Oct 2022 |
| Deposited | 05 Jan 2023 |
| Accepted author manuscript | License File Access Level Open |
| Additional information | his version of the article has been accepted for publication, after peer review (when applicable) and is subject to Springer Nature’s AM terms of use, but is not the Version of Record and does not reflect post-acceptance improvements, or any corrections. The Version of Record is available online at: http://dx.doi.org/10.1007/s10961-022-09978-2 |
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| License: Springer Bespoke License | ||
| File access level: Open | ||
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