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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 45 Documents
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Beyond the Hype: Social Media Marketing and Purchase Intention in the Indian Cosmetic Industry Peter, Liya; Mathew, John; George Mannaly Joseph , Christy
Journal of Digital Marketing and Communication Volume 5 - Issue 2 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i2.834

Abstract

This study explored the influence of Social Media Marketing (SMM) on the PI (PI) of female consumers of branded cosmetic products from the viewpoints of differential age and the possible mediating role of Consumer Scepticism (CS). A sample of 192 women in India was surveyed using a structured questionnaire, and the data were analysed using ANOVA, correlation, and mediation analysis with Hayes’ PROCESS Macro. The results indicated that younger consumers were more positive about SMM than older consumers, who were more sceptical. A significant positive relationship between SMM and PI was found, but CS did not mediate the relationship. The direct path between SMM and PI was significant (β = 0.5839, p < .001), while the indirect effects through CS were not. These findings demonstrated that SMM exerted a direct influence on purchase intentions and that marketers could gain more advantage from SMM by focusing on increasing authenticity and engagement rather than decreasing scepticism.
Artificial Intelligence and the Future of Online Marketing: Emerging Pathways and Consumer Experiences Otieno, Amina K.; Mwakalukwa, Emmanuel J.; Wanjiru, Faith N.
Journal of Digital Marketing and Communication Volume 5 - Issue 2 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i2.868

Abstract

Online marketing has undergone a transformative evolution alongside the rise of social media and artificial intelligence (AI). With the increasing sophistication of algorithms that determine user engagement and content exposure, the intersection of AI and marketing presents new challenges and opportunities. This short communication outlines three progressive levels of AI integration in digital marketing: predictive modeling, virtual assistants, and ultra-personalized experiences. By illustrating how predictive analytics can optimize consumer targeting, virtual assistants can enhance user interaction, and AI-driven personalization can redefine customer journeys, this paper provides a conceptual roadmap for understanding the trajectory of AI-driven marketing. The discussion highlights potential ethical and privacy implications, emphasizing responsible deployment and equitable consumer engagement. The article concludes with reflections on future directions and the transformative potential of AI in shaping digital marketing strategies.
Towards a Phygital Experience: Analyzing the Role of Virtual Tourism in the Attractiveness of Island Territories Turki Makni, Amal
Journal of Digital Marketing and Communication Volume 5 - Issue 2 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i2.905

Abstract

ABSTRACT: Islands faced challenges related to tourism dependence and the fragility of their ecosystems. Virtual tourism (VT) emerged as an innovative solution, extending and enriching the tourist experience while reducing pressure on physical sites. This research examined the role of VT as a lever for phygital marketing, aiming to increase the attractiveness of island destinations while supporting their sustainability. It adopted a multi-stakeholder qualitative approach, combining semi-structured interviews with tourists and managers to capture perceptions, practices, and interactions related to VT. The results showed that VT enriched the tourist experience, fostered emotional and cognitive engagement, facilitated interactions with local stakeholders and other visitors, and contributed to more sustainable and responsible tourism. This study highlighted concrete recommendations allowing tourism professionals to integrate VT into the enhancement of island destinations by supporting the development of an innovative, responsible, and sustainable phygital experience.
Effect of Video Type on the Intention to Follow the Influencer's Advice on Tik Tok: Moderating Role of the Need for Humor Chaabane, Khouloud; Rym Bouzaabia
Journal of Digital Marketing and Communication Volume 5 - Issue 2 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i2.937

Abstract

In a context characterized by a strong and increasing competitiveness of digital markets, it was essential to understand how humor could increase the intention of followers on Tik Tok. This study fills a gap in previous research by examining the effect of the types of videos (humorous vs non-humorous) on the attitude towards the influencer and the intention to follow the influencer's advice.  A quantitative approach was adopted, and an online questionnaire was distributed to Tik Tok followers. The sample, consisting of 120 followers of a popular TikTok influencer, was analyzed using the SPSS and AMOS 23 software. To test the hypotheses, we used means comparison tests, supplemented by a moderation mediation analysis using model 7 of the Hayes macro PROCESS. The results of a quasi-experiment showed that the humorous video increases the attitude towards the influencer more than the non-humorous video. In addition, the results show that the attitude towards the influencer positively influences the intention to follow the influencers' advice. On the other hand, the results revealed that the moderating role of the need for humor is confirmed. These results enrich the understanding of the mechanisms by which humor influences TikTok followers in search of more captivating experiences. It would be relevant for subsequent research to reproduce the study by mobilizing a larger sample, so as to strengthen the reliability and generalization of the conclusions and to integrate additional variables to enrich the current model.
Twitch Advertising and Purchase Intention: The Impact of In-Stream Ads on Viewer Behavior Brauer, Claudia; Eckert , Judith; Zehrer, Anita
Journal of Digital Marketing and Communication Volume 6 - Issue 1 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i1.974

Abstract

Twitch, a leading livestreaming platform in the D-A-CH region, combined real-time content with a highly interactive community, offering unique opportunities for digital marketing. Research on advertising effectiveness at the individual viewer level, however, remained limited. This study investigated how in-stream video and display ads influenced Twitch viewers’ purchase intentions and explored the role of ad-related and content-related factors. A survey of 204 Twitch viewers, recruited via Twitch and Reddit, assessed awareness, attitudes, and perceived effects of video and display ads, along with factors such as thematic congruence, entertainment, informativeness, and personalization. Video ads were more effective than display ads in increasing purchase intentions but were perceived as more intrusive. Across formats, thematic alignment with livestream content and content qualities such as entertainment value, informativeness, and personalization significantly enhanced ad effectiveness. The findings highlighted that both ad format and content-related factors were critical for the effectiveness of Twitch advertising. The study advanced theoretical understanding of livestream advertising by emphasizing the interplay between ad characteristics and content context and provided practical guidance for marketers to design engaging, congruent, and less intrusive campaigns.

Page 5 of 5 | Total Record : 45

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