Linking the potentials of extended digital marketing impact and start-up growth

Detalhes bibliográficos
Autor(a) principal: Rizvanović, Belma
Data de Publicação: 2023
Outros Autores: Zutshi, Aneesh, Grilo, António, Nodehi, Tahereh
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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spelling 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
instname_str 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)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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