Title: Adoption of digital technology and investigation of the impact in the marketing industry for marketing communication professionals: the case study of Cyprus and Greece

Authors: Marcos Komodromos; Tatiana Harkiolakis; Tornike Khoshtaria; Marios Vassiliou

Addresses: Department of Communications, School of Humanities and Social Sciences, University of Nicosia, 46 Makedonitissas Avenue, P.O. Box 24005, 1700 Nicosia, Cyprus ' The London School of Economics and Political Science, Houghton St., London WC2A 2AE, UK ' University Geomedi, 4 King Solomon II Str. 0114 Tbilisi, Georgia ' Nicosia, Cyprus

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.

Keywords: marketing; innovation; disruptive technology; digital marketing; digital technology; blockchain; internet; marketing communication; digital media; disruptive innovations; Cyprus; Greece.

DOI: 10.1504/IJTEL.2024.137650

International Journal of Technology Enhanced Learning, 2024 Vol.16 No.2, pp.173 - 191

Received: 22 Apr 2023
Accepted: 07 May 2023
Published online: 02 Apr 2024 *

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