Adoption of digital technology and investigation of the impact in the marketing industry for marketing communication professionals: the case study of Cyprus and Greece
by Marcos Komodromos; Tatiana Harkiolakis; Tornike Khoshtaria; Marios Vassiliou
International Journal of Technology Enhanced Learning (IJTEL), Vol. 16, No. 2, 2024

Abstract: Continuous and rapid technological advancement has significantly transformed marketing strategies. The increasing use of digital technology continues to change how firms interact with potential customers. With the invention of the internet and digital media, customers are now easily accessible compared to traditional marketing approaches. This study has been designed to investigate how different types of technologies impact the percentage of overall digital marketing activities in companies. A quantitative correlational research design will be used to investigate how digital technologies influence marketing activities in companies. A survey will be administered to a sample of n = 290 marketing communication professionals from Cyprus and Greece to assess for the use of digital technologies and marketing activities in their places of work. The analysis of the collected information will be performed using version 25 of the SPSS. The inferential statistics will involve running a multiple linear regression and ANOVA.

Online publication date: Tue, 02-Apr-2024

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Enhanced Learning (IJTEL):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com