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All Journal International Journal of Social and Education (INJOSEDU)
Kowiyanto Kowiyanto
Universitas PGRI Kanjuruhan Malang

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THE INFLUENCE OF DIGITALISATION ON THE EVOLUTION OF MARKETING STRATEGIES IN THE POST-PANDEMIC ERA: A LITERATURE REVIEW Kowiyanto Kowiyanto; Yoan Santosa Putra
INJOSEDU: International Journal of Social and Education Vol. 2 No. 2 (2025): FEBRUARY
Publisher : Adisam Publisher

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Abstract

The COVID-19 pandemic has triggered an acceleration in digital transformation, with a significant impact on the evolution of marketing strategies. This study explores the influence of digitalisation on marketing strategies in the context of the post-pandemic era, focusing on changes in consumer behaviour and the strategic responses adopted by companies. The literature review method was used to collect and analyse data from various sources, including books, journals and other documents. The research findings show that digitalisation has driven innovation in marketing strategies, including the increased use of social media, digital content marketing, e-commerce, and technology- based solutions such as artificial intelligence (AI) for personalisation. In addition, the research revealed the importance of adopting an omnichannel approach to create a seamless customer experience between online and offline channels. The implementation of big data analytics and predictive technologies to understand and predict consumer behaviour is also becoming more crucial in optimising marketing strategies.
THE ROLE OF INTERNAL COMMUNICATION IN BUILDING A POSITIVE CORPORATE CULTURE Fajar Rahmat Aziz; Kowiyanto Kowiyanto; Hasdiana Hasdiana
INJOSEDU: International Journal of Social and Education Vol. 2 No. 3 (2025): MARCH
Publisher : Adisam Publisher

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Abstract

In a dynamic business environment, maintaining a positive corporate culture is key to long-term success. The role of internal communication in the process of establishing and maintaining a positive organisational culture has been widely debated, but there is no clear consensus on the most effective communication strategies and techniques. The method used in this research uses literature research method. The findings of this study indicate that effective internal communication plays an important role in the formation and maintenance of a positive corporate culture. Key findings include the importance of transparency, openness, and two-way dialogue between management and employees. In addition, the use of innovative communication technologies was found to increase employee engagement and facilitate the establishment of a collaborative and supportive work community.
Co-Authors Fajar Rahmat Aziz Hasdiana Yoan Santosa Putra