International Journal of Digital Marketing Science
Scope: The International Journal of Digital Marketing encompasses a wide range of topics and areas related to digital marketing. The scope of the journal includes, but is not limited to: Digital Marketing Strategies: Analysis, development, and evaluation of digital marketing strategies, including content marketing, social media marketing, email marketing, influencer marketing, SEO, and SEM. Consumer Behavior: Research on how digital technologies influence consumer behavior, decision-making, and preferences in the online environment. Digital Advertising: Studies on the effectiveness of online advertising, programmatic advertising, display advertising, and other digital advertising methods. Data Analytics: Research on the use of data analytics, big data, and artificial intelligence in digital marketing, including customer profiling, segmentation, and personalization. E-commerce: Exploration of e-commerce trends, challenges, and opportunities, as well as case studies on successful e-commerce platforms and practices. Mobile Marketing: Research on mobile marketing strategies, mobile app marketing, and mobile advertising, including the impact of mobile devices on consumer engagement. Social Media and Influencer Marketing: Studies on social media marketing, influencer marketing strategies, and their influence on brand awareness, engagement, and reputation. Digital Marketing Ethics and Regulations: Analysis of ethical considerations and regulatory frameworks in the digital marketing space. Digital Marketing Tools and Technologies: Reviews and assessments of digital marketing tools, technologies, and platforms that enhance marketing efforts. Aim: The aim of the International Journal of Digital Marketing is to: Facilitate Knowledge Exchange: Foster the exchange of knowledge and ideas among researchers, educators, and industry professionals in the field of digital marketing. Promote Innovation: Encourage innovative research and approaches to address the challenges and opportunities in the dynamic digital marketing landscape. Enhance Industry Insights: Provide valuable insights and best practices that can be applied by marketing professionals and businesses to improve their digital marketing strategies. Contribute to Policy and Ethics: Contribute to discussions surrounding digital marketing ethics, regulations, and guidelines to ensure responsible and transparent marketing practices. Bridge Academia and Industry: Serve as a bridge between academia and industry, facilitating collaboration and knowledge transfer for mutual benefit. The International Journal of Digital Marketing aims to be a reputable source of high-quality research and a valuable resource for anyone interested in the ever-evolving world of digital marketing.
Articles
21 Documents
<![CDATA[Modeling Behavioral Intentions: Exploring Factors Using IPMA via Trust and Customer Satisfaction in Gojek Indonesia ]]>
<![CDATA[Alamsyah, Rachel Anggraini]]>;
<![CDATA[Hendayani, Ratih]]>;
<![CDATA[Hidayah, Riski Taufik]]>
<![CDATA[ International Journal of Digital Marketing Science Vol. 1 No. 2 (2024) ]]>
Publisher : <![CDATA[Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia ]]>
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DOI: 10.54099/ijdms.v1i2.1053
<![CDATA[Online transportation service has become a common method of commuting for the majority of people. It offers convenience and comfort to meet people's needs. The purpose of this study is to assess the perception of service quality driver’s online transportation Gojek Indonesia, by examining the impact of service quality and customer perceived value on users' behavioral intentions, both directly and mediated by trust and customer satisfaction. Data were collected from 400 respondents who used Gojek services in Indonesia through a structured questionnaire. The method utilized is Structural Equation Modeling (SEM) using SmartPLS 3.2.9 software. Research findings suggest that customer perceived value, service quality, trust, and customer satisfaction play significant roles in behavioral intention. Service quality and customer perceived value positively impact behavioral intentions, both directly and through the mediation of trust and customer satisfaction. Enhanced levels of customer perceived value and service quality will elevate users' intentions to utilize Gojek services again. These findings contribute to expanding the SERVQUAL model by integrating behavioral intention with trust and customer satisfaction. The novelty lies in the influence of customer perceived value on behavioral intentions mediated by trust and customer satisfaction. The study provides insights for companies to understand the importance of service quality factors and perceived customer value for long-term benefits of achieving competitive advantage.]]>
<![CDATA[Storytelling and Its Effect on Repurchase Intention, A Survey on Indonesian Customer with Heuristic Theory Perspective ]]>
<![CDATA[Hapsari, Hannisa Rahmadani]]>;
<![CDATA[Novandari, Weni]]>;
<![CDATA[Pradipta Setyanto, Refius]]>
<![CDATA[ International Journal of Digital Marketing Science Vol. 1 No. 2 (2024) ]]>
Publisher : <![CDATA[Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia ]]>
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DOI: 10.54099/ijdms.v1i2.1054
<![CDATA[This study aimed to examine the effect of storytelling marketing with heuristic theory perspective on repurchase intentions through the mediating variables of empathy, brand attitude, and brand image. The storytelling marketing dimensions used in this study consist of perceived esthetics, narrative structure, and self-reference. In addition, this study used humorous storytelling ad by one of technology services company in Indonesia. The implementation of this study is further based on a survey on 344 respondents which were analyzed using second order PLS-SEM disjoint two-stage approach. The result shows that storytelling marketing has a positive effect on repurchase intention. Empathy, brand attitude, and brand image also mediate the relationship between storytelling marketing and repurchase intention. However, in this study, storytelling marketing contributed weakly to empathy, brand attitude, and brand image. In addition, repurchase intention in this study is more affected by brand attitude and brand image. This research supports the heuristic theory in explaining the effect of storytelling marketing on consumer repurchase intention. This study also provided empirical results related to the effect of the dimensions of perceived esthetics, narrative structure, and self-reference on brand attitudes and brand image that have not been widely tested.]]>
<![CDATA[Analyzing eWOM Dimensions on TikTok and Its Impact on First-Time Voters in the 2024 Presidential Election: A Confirmatory Factor Analysis ]]>
<![CDATA[Fathimatuz, Zahra]]>;
<![CDATA[Iskamto, Dedi]]>;
<![CDATA[Trianasari, Nurvita]]>
<![CDATA[ International Journal of Digital Marketing Science Vol. 2 No. 1 (2025) ]]>
Publisher : <![CDATA[Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia ]]>
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DOI: 10.54099/ijdms.v2i1.1076
<![CDATA[This paper seeks to examine the dimensions of electric word of mouth (eWOM), namely information quality, information quantity, information credibility, information task-fit, needs of information, and attitude towards information in terms of political marketing. The survey was distributed to 30 respondents who are first-time voters in the 2024 presidential election and seek information on TikTok. It can be concluded that electronic word of mouth through TikTok application affects first-time voters’ decision in Presidential Election 2024 through some dimensions. Various studies have compared the effectiveness of eWOM communication, but research on eWOM in the context of political marketing remains limited. The rise of technology has introduced new campaign strategies, such as those on TikTok, making it essential to understand how eWOM influences voting decisions, particularly among first-time voters.]]>
<![CDATA[Company Complexity and Audit Delay: The Moderating Effect of Audit Committee Chair Accounting Expertise ]]>
<![CDATA[Alisa, Inayah Risqi]]>;
<![CDATA[Rusvina, Eva]]>
<![CDATA[ International Journal of Digital Marketing Science Vol. 2 No. 1 (2025) ]]>
Publisher : <![CDATA[Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia ]]>
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DOI: 10.54099/ijdms.v2i1.1079
<![CDATA[This study aims to analyze the influence of company complexity on audit delay and the moderating effect of audit committee chair accounting expertise. The object of this study is the sector of property and real estate companies listed on the Indonesia Stock Exchange (BEI) for the 2018–2022 period. Based on the purposive sampling used, there were 34 companies that met the criteria. The analysis technique used is PLS-SEM using WarpPLS 8.0. This study shows that company complexity has a positive and significant effect on the audit delay. The higher the company complexity of its subsidiary, the higher the audit delay can be. Furthermore, the audit committee chair accounting expertise variable mitigates this effect. Previous research did not examine the role of audit committee chair accounting expertise in the complex situation that related to the higher audit delay. Theoretically, this research contributes to the study of agency theory. Practically, this research is useful for companies to monitor their audit process within the company through audit committee chairs who have accounting expertise that can reduce the length of the audit delay and complete their duties more effectively and in a timely manner.]]>
<![CDATA[Digital Technologies And Financial Performance In Local Government In Kabale District Local Government, Uganda ]]>
<![CDATA[Herbart, Mugume]]>;
<![CDATA[Turyasingura, John Bosco]]>;
<![CDATA[Agaba , Moses]]>
<![CDATA[ International Journal of Digital Marketing Science Vol. 2 No. 1 (2025) ]]>
Publisher : <![CDATA[Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia ]]>
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DOI: 10.54099/ijdms.v2i1.1187
<![CDATA[This study was set to examine the effect of digital technologies on financial performance at Kabale District Local Government. The predictor variables under study were integrated financial management systems, programme-based budgeting system and integrated personnel and payroll system while financial performance was the outcome variable. The study followed a cross sectional survey design. Data from 139 respondents was collected and analyzed quantitatively complemented with qualitative analysis. Since descriptive analysis entailed description of a single variable and its attributes, frequency tables were used to present the data. At the bivariate level, a Pearson correlation matrix was conducted to ascertain the relationships between the predictor variables and the dependent variable. A linear regression model was used to fit the data. Research findings from the regression model show that integrated financial management systems (R=862), programme-based budgeting system and integrated personnel (R=756 and integrated personnel and payroll system (R=829) have a positive significance on the financial performance at Kabale District local government. The main conclusion drawn from this research is that integrated financial management systems, programme-based budgeting system and integrated personnel and integrated personnel and payroll system have a significant effect on service delivery. The study therefore recommends that there is need for putting more efforts on integrated financial management systems, programme-based budgeting system and integrated personnel and integrated personnel and payroll system for fortitudes of making financial performance as a custom at Kabale District local government.]]>
<![CDATA[Exploring The Effects of E-Service Quality and E-Trust on Consumers’ E-Satisfaction and Tokopedia’s E-Loyalty: Insights From Gen Z Online Shoppers ]]>
<![CDATA[Hidayah, Riski Taufik]]>
<![CDATA[ International Journal of Digital Marketing Science Vol. 2 No. 1 (2025) ]]>
Publisher : <![CDATA[Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia ]]>
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DOI: 10.54099/ijdms.v2i1.1198
<![CDATA[Purpose – This study aims to explore the impact of e-service quality and e-trust on e-satisfaction and e-loyalty among Gen Z consumers on Tokopedia. Methodology/Approach – The research adopts a quantitative approach, collecting data through an online survey of 200 active Tokopedia users aged 18–26 (Gen Z). The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings – The results reveal that e-trust significantly influences e-satisfaction, and e-satisfaction has a significant positive relationship with e-loyalty. However, e-service quality does not have a direct significant impact on either e-satisfaction or e-loyalty. Novelty/value – This study provides insights into the critical role of e-trust and e-satisfaction in fostering customer loyalty, particularly on e-commerce platforms targeting Gen Z consumers, such as Tokopedia. The findings assist companies in developing more effective digital marketing strategies for customer retention.]]>
<![CDATA[Examining Adoption and Effectiveness of WhatsApp as a Marketing Tool: An Example of an Austrian Fitness and Health Center ]]>
<![CDATA[Brauer, Claudia]]>;
<![CDATA[Pronnet, Julia]]>;
<![CDATA[Zehrer, Anita]]>
<![CDATA[ International Journal of Digital Marketing Science Vol. 2 No. 2 (2025) ]]>
Publisher : <![CDATA[Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia ]]>
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DOI: 10.54099/ijdms.v2i2.1407
<![CDATA[This study explores the factors influencing user acceptance and intention to use WhatsApp as a business-to-consumer (B2C) communication and marketing tool in the fitness industry, using an Austrian fitness center as a case study. Given WhatsApp's growing commercial relevance, understanding customer interaction determinants is crucial. Despite the overall growth of the fitness sector, businesses face challenges that necessitate innovative communication strategies. Grounded in the Technology Acceptance Model, the Theory of Planned Behavior, and the Theory of Reasoned Action, this research identifies twelve key acceptance factors. A quantitative deductive approach was applied, and survey data were analyzed using multiple linear regression. The findings reveal that perceived value, attitude towards use, and perceived ease of use significantly influence the intention to use WhatsApp. Additionally, perceived usefulness correlates positively with perceived ease of use and the perceived informational and entertainment value. These insights highlight WhatsApp's potential as a marketing and communication tool in the fitness industry. The study offers a foundation for further research and provides practical implications for optimizing business performance through targeted marketing and customer engagement strategies.]]>
<![CDATA[Examining the Role of Oil and Non-Oil Revenues, and Oil Price Fluctuations on Economic Growth in African Oil Exporting Countries ]]>
<![CDATA[Gaballa, Farag khalifa]]>;
<![CDATA[Haron, Nazatul Faizah]]>
<![CDATA[ International Journal of Digital Marketing Science Vol. 2 No. 2 (2025) ]]>
Publisher : <![CDATA[Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia ]]>
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DOI: 10.54099/ijdms.v2i2.1216
<![CDATA[This study investigates the complex relationships between oil revenues, non-oil revenues, oil price fluctuations, and economic growth in African oil-exporting countries. Targeting Nigeria, Angola, Algeria, Libya, and Egypt, the research analyzed a comprehensive dataset spanning 1970-2023 using advanced second-generation panel econometric techniques. The cross-sectional Autoregressive Distributed Lag (ARDL) model examined the long-run and short-run dynamics of economic growth determinants. The sample comprised five leading African oil-producing countries, with data sourced from the World Bank Development Database. Results demonstrated significant positive relationships between GDP and oil revenue, non-oil revenue, oil prices, capital, and labor. The research revealed the critical importance of economic diversification, human capital investment, and strategic revenue management in driving sustainable economic growth. The study offers substantial implications for policymakers, economists, and development practitioners by providing insights into economic transformation mechanisms in resource-dependent economies. It contributes to resource economics literature by offering empirical evidence of complex economic interactions in African contexts. The originality of the research lies in its comprehensive approach, innovative methodological techniques, and detailed exploration of economic growth dynamics in African oil-exporting countries.]]>
<![CDATA[Swipe, Stream, and Splurge: Systematic Literature Review on The Triggers of Impulsive Buying in Live Streaming Commerce ]]>
<![CDATA[Izzati, Astika Ulfah]]>;
<![CDATA[Anindea, Frianka]]>;
<![CDATA[Angguna, Welan Mauli]]>;
<![CDATA[Andriansyah, Andriansyah]]>
<![CDATA[ International Journal of Digital Marketing Science Vol. 2 No. 2 (2025) ]]>
Publisher : <![CDATA[Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia ]]>
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DOI: 10.54099/ijdms.v2i2.1327
<![CDATA[Recently live streaming has become popular media that enabling public to broadcast their video content through numerous platform (i.e., social media and e-commerce). In live streaming, live streamer could have real-time and interactive communication to their audience. Hence many people including marketer use live streaming as essential marketing tools that can shorten customer’s purchase decision time, and provoke customer’s impulse buying urge. Given the popularity of live steaming in numerous platform and impulse buying behavior become imperative topic in consumer behavior study, synthetizing the existing literature related to impulse buying in live streaming is needed. This study occupies the past and present of impulse buying in live streaming to gain better understanding of impulse buying in live streaming, and also gives insight about prospective of impulse buying in live streaming study for the future research. The author used secondary data from Scopus database in doing systematic literature review. In term of data extracting process, Preferred Reporting Items for Systematic reviews and Meta-analyses (PRISMA) is used, and 30 papers that meet the criteria are included to be reviewed. Author synthesize articles reviewed and found some findings such as studies progression, research design and methodology adopted in the reviewed article, theories used, and research theme. The research contributes to enhance theoretical and practical implications that is needed by academician for future research directions, and practitioners to strengthen their marketing strategy using live streaming feature to trigger people buy their product impulsively.]]>
<![CDATA[The Impact of TikTok eWOM on Fore Coffee Purchase Intention in Bandung ]]>
<![CDATA[Ramadhan, Ilham Agsan]]>;
<![CDATA[Hidayah, Riski Taufik]]>;
<![CDATA[Alfaiza, Salsabila Aisyah]]>
<![CDATA[ International Journal of Digital Marketing Science Vol. 2 No. 2 (2025) ]]>
Publisher : <![CDATA[Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia ]]>
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DOI: 10.54099/ijdms.v2i2.1496
<![CDATA[This study investigates how electronic word of mouth (eWOM) on TikTok influences consumers' purchase intention toward Fore Coffee products in Bandung, Indonesia. Given the platform’s dominance among Gen Z and millennials, TikTok-based eWOM is a key digital marketing element for local brands. Using a quantitative method, data were collected through an online survey of 390 respondents who had seen TikTok content related to Fore Coffee. The research employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships among information quality, quantity, credibility, usefulness, adoption, and purchase intention. The results show that all dimensions of eWOM significantly affect information usefulness. In turn, information usefulness positively influences information adoption, which subsequently drives purchase intention. These findings affirm the relevance of the Information Adoption Model (IAM) in a short-form video context. This study contributes to digital consumer behavior literature by applying the IAM to TikTok, a platform characterized by user-generated content and rapid engagement cycles. The research offers practical insights for brands to enhance content credibility and usefulness in order to strengthen consumer intent to purchase.]]>
