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Risky Ayu Kristanti
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Editorial Office - Journal of Digital Marketing Communication Jalan Asem Baris Raya No 116 Kebon Baru, Tebet, Jakarta Selatan Jakarta 12830, Indonesia
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Journal of Digital Marketing and Communication
Published by Tecno Scientifica
ISSN : -     EISSN : 28091736     DOI : https://doi.org/10.53623/jdmc.v1i1
Core Subject : Economy, Humanities, Science, Education, Social,
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science Social Sciences
Journal of Digital Marketing and Communication (JDMC) is an international, peer-reviewed journal for conceptual, empirical, and short essays in the area of social media marketing, communication, digital economy, smart tourism, smart cities, e-business, transmedia storytelling, and other closely related disciplines. The goal of the journal is to promote research along with education and training in the disciplines of communication and marketing. JDMC seeks academically rigorous papers that will appeal to scholars and will also have direct relevance to practitioners in communication and marketing. Except explicitly indicated otherwise, articles in this journal have gone through rigorous peer review, including screening by the editor and review by at least two anonymous referees. Scope : Social media marketing Communication Digital economy Smart tourism Smart cities e-Business Transmedia storytelling
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 4 Documents
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Search results for , issue "volume 6 - issue 2 - 2026" : 4 Documents clear
Brand Animosity as a Driver of Digital Boycotts: How Socio-Political Issues Shape Generation Z Consumer Behaviour in Indonesia Annisa Tusolihah; Andi Azhar
Journal of Digital Marketing and Communication Volume 6 - Issue 2 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i2.1173

Abstract

The rise of digitally mediated consumer activism has fundamentally altered the dynamics between global brands and value-conscious consumers. This study investigates how socio-political issues activate brand animosity among Generation Z consumers in a Muslim-majority emerging market context and how such animosity translates into digital boycott participation. The research adopts a qualitative exploratory design grounded in an integrative framework that combines Brand Animosity Theory, the Theory of Planned Behavior, and Cognitive Dissonance Theory. Data were collected through netnographic observation across TikTok, X (formerly Twitter), and Instagram between December 2024 and January 2026, supplemented by twelve semi-structured, in-depth interviews with purposively selected Generation Z respondents aged 18–24 years. Theoretical saturation was assessed through systematic monitoring of code novelty rates, with the final two interviews yielding fewer than 5% new codes. Reflexive thematic analysis was applied to the interview transcripts and netnographic field notes, with inter-coder agreement testing conducted on a 25% subsample, yielding a Cohen's kappa value of 0.81. The findings reveal three primary mechanisms through which socio-political issues generate brand animosity: moral-religious framing of geopolitical conflict, viral social contagion of negative brand associations, and collective identity reinforcement through digital solidarity rituals. Cognitive dissonance resolution and digital social norm pressure operate as critical mediating pathways between brand animosity and actual boycott participation. The study proposes a tentative construct labelled networked moral outrage, conceptualised as a digital-era extension of brand animosity that complements existing constructs of online moral outrage and digital activism while remaining grounded in brand-level affect. The findings have important implications for brand crisis communication strategies in digitally connected emerging markets.
From Invisible to Unstoppable: How AI and Digital Marketing Transform IT Consulting Start-ups Rym Khanfir
Journal of Digital Marketing and Communication Volume 6 - Issue 2 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i2.1274

Abstract

Information technology consulting start-ups in emerging markets faced considerable challenges in establishing market visibility against well-established competitors, particularly because of limited marketing resources. Although digital marketing and artificial intelligence were increasingly presented as potential solutions, limited empirical evidence had documented their adoption within this sector and context. This study examined how a Tunisian information technology consulting start-up perceived and used digital marketing and artificial intelligence to strengthen its competitive position. Nine semi-structured interviews were conducted with members of the management team, clients, and a prospective client of a company anonymized as AlphaTech Consulting. The interview data were supplemented by a review of the relevant literature and analyzed using the thematic analysis approach proposed by Braun and Clarke. Thematic saturation was reached after the eighth interview. Five principal themes emerged. First, limited digital visibility was perceived as a major competitive constraint. Second, search engine optimization and the production of expert content were regarded as the most sustainable mechanisms for improving visibility. Third, artificial intelligence tools increased the volume, consistency, and frequency of marketing activities without requiring substantial additional resources, although systematic editorial oversight remained necessary. Fourth, a clear tension emerged between automated interactions and the relationship-based requirements of business-to-business consulting. Consequently, the company differentiated between activities managed through digital tools and those requiring direct consultant involvement. Fifth, customer data governance was viewed not merely as a regulatory obligation but also as an important indicator of credibility and trustworthiness. Based on these findings, ten managerial recommendations were developed across three implementation horizons. The study contributed to the literature on artificial intelligence adoption in the marketing practices of business-to-business service-oriented small and medium-sized enterprises in emerging markets by proposing a sequential hybridization model that combined automation with human interaction. The limitations associated with the single-case study design were also acknowledged.
The Influence of Public Relations Strategies and Organizational Culture on the Institutional Performance of the Garut Regional Narcotics Agency (BNNK) in Achieving Its Annual Accreditation Fitriani Afifah; Ummu Salamah; Heri Hendrawan
Journal of Digital Marketing and Communication Volume 6 - Issue 2 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i2.1278

Abstract

Despite the relatively good institutional performance achieved by the Garut Regional Narcotics Agency (BNNK), several challenges remained, particularly in optimizing public communication, addressing limited human resources, and strengthening organizational culture, all of which could affect institutional performance. Therefore, this study aimed to analyze the influence of Public Relations strategies and organizational culture on institutional performance at BNNK Garut. A quantitative causal research design was employed, involving all 85 employees using a census sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 25. The validity test confirmed that all questionnaire items were valid, while the reliability test demonstrated excellent internal consistency, with Cronbach's Alpha values of 0.970 for Public Relations strategy, 0.955 for organizational culture, and 0.932 for institutional performance. The classical assumption tests indicated that the regression model satisfied the assumptions of normality (Kolmogorov–Smirnov significance = 0.200), absence of multicollinearity (Tolerance = 0.689; VIF = 1.450), and homoscedasticity. The findings revealed that Public Relations strategy had a positive and significant effect on institutional performance, organizational culture also had a positive and significant effect, and both variables simultaneously exerted a significant influence on institutional performance. The coefficient of determination (Adjusted R² = 0.410) indicated that 41% of the variance in institutional performance was explained by Public Relations strategy and organizational culture, while the remaining 59% was attributable to other factors outside the proposed model. These findings highlighted the importance of strengthening both external communication strategies and internal organizational culture to enhance institutional performance.
What Drives Muslim Tourists' Visit Intention? The Roles of Halal Assurance, Service Quality, and Brand Trust in Muslim-Friendly Restaurants Keyshifa Anardi; Bethani Suryawardani; Rahmat Hidayat
Journal of Digital Marketing and Communication Volume 6 - Issue 2 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i2.1288

Abstract

The rise in halal travel drove an increasing demand for Muslim-friendly restaurants capable of meeting Muslim tourists' needs through halal certification and high-quality service. This study examined the effects of Halal Assurance and Service Quality on Visit Intention, with Brand Trust serving as a mediating variable, among Muslim-friendly restaurants in the Braga area of Bandung. A quantitative approach was employed involving 207 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicated that Halal Assurance and Service Quality had positive and significant effects on both Brand Trust and Visit Intention. However, Brand Trust did not have a significant effect on Visit Intention and, therefore, did not mediate the relationships between Halal Assurance, Service Quality, and Visit Intention. These findings suggested that Muslim tourists placed greater emphasis on halal assurance and service quality than on brand trust when determining their intention to visit Muslim-friendly restaurants.

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