Linking the potentials of extended digital marketing impact and start-up growth
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/154397 |
Resumo: | Publisher Copyright: © 2022 The Authors |
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Linking the potentials of extended digital marketing impact and start-up growthDeveloping a macro-dynamic framework of start-up growth drivers supported by digital marketingDigital marketing extended impactDigital marketing toolsEmerging technologiesStart-up challengesStart-up growthStart-up maturityBusiness and International ManagementApplied PsychologyManagement of Technology and InnovationPublisher Copyright: © 2022 The AuthorsThe contemporary market positions digital marketing as a powerful mediator between efficient digital interaction, data interpretation opportunities, and business growth, while extending its impact potential to tackle different growth challenges. As start-ups usually have limited resources and struggle with customer engagement, retention, and other growth challenges, the low investment and dynamic elements of digital marketing tools can be used to support constructive digital interactions impacting start-up growth. Consequently, these links have outlined an extended digital marketing impact in the areas which build on marketing and sales and influence growth components such as product & market testing, customer engagement, and partnership development. Through a systematic literature review, we present a holistic overview encompassing start-up growth areas that use digital marketing. We also discuss how digital marketing efforts complement the start-up maturity. Furthermore, we analyze the differences in B2B and B2C digital marketing usage and discuss how emerging technologies impact digital marketing. The link between the extended digital marketing impact, start-up challenges, and growth areas result in the identification of start-up growth drivers supported by digital marketing. We propose a Macro-Dynamic framework identifying the start-up growth drivers from product, market, team, and finance areas and digital marketing tactics connected to the identified growth drivers.DEMI - Departamento de Engenharia Mecânica e IndustrialUNIDEMI - Unidade de Investigação e Desenvolvimento em Engenharia Mecânica e IndustrialRUNRizvanović, BelmaZutshi, AneeshGrilo, AntónioNodehi, Tahereh2023-06-24T22:17:05Z2023-012023-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article24application/pdfhttp://hdl.handle.net/10362/154397eng0040-1625PURE: 64508072https://doi.org/10.1016/j.techfore.2022.122128info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:36:51Zoai:run.unl.pt:10362/154397Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:55:36.708927Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Linking the potentials of extended digital marketing impact and start-up growth Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing |
title |
Linking the potentials of extended digital marketing impact and start-up growth |
spellingShingle |
Linking the potentials of extended digital marketing impact and start-up growth Rizvanović, Belma Digital marketing extended impact Digital marketing tools Emerging technologies Start-up challenges Start-up growth Start-up maturity Business and International Management Applied Psychology Management of Technology and Innovation |
title_short |
Linking the potentials of extended digital marketing impact and start-up growth |
title_full |
Linking the potentials of extended digital marketing impact and start-up growth |
title_fullStr |
Linking the potentials of extended digital marketing impact and start-up growth |
title_full_unstemmed |
Linking the potentials of extended digital marketing impact and start-up growth |
title_sort |
Linking the potentials of extended digital marketing impact and start-up growth |
author |
Rizvanović, Belma |
author_facet |
Rizvanović, Belma Zutshi, Aneesh Grilo, António Nodehi, Tahereh |
author_role |
author |
author2 |
Zutshi, Aneesh Grilo, António Nodehi, Tahereh |
author2_role |
author author author |
dc.contributor.none.fl_str_mv |
DEMI - Departamento de Engenharia Mecânica e Industrial UNIDEMI - Unidade de Investigação e Desenvolvimento em Engenharia Mecânica e Industrial RUN |
dc.contributor.author.fl_str_mv |
Rizvanović, Belma Zutshi, Aneesh Grilo, António Nodehi, Tahereh |
dc.subject.por.fl_str_mv |
Digital marketing extended impact Digital marketing tools Emerging technologies Start-up challenges Start-up growth Start-up maturity Business and International Management Applied Psychology Management of Technology and Innovation |
topic |
Digital marketing extended impact Digital marketing tools Emerging technologies Start-up challenges Start-up growth Start-up maturity Business and International Management Applied Psychology Management of Technology and Innovation |
description |
Publisher Copyright: © 2022 The Authors |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-06-24T22:17:05Z 2023-01 2023-01-01T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/154397 |
url |
http://hdl.handle.net/10362/154397 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
0040-1625 PURE: 64508072 https://doi.org/10.1016/j.techfore.2022.122128 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
24 application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799138142906744832 |