IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxviiy2024i2p649-660.html
   My bibliography  Save this article

The Integration of Digital Marketing Solutions with Industry 4.0 in Enterprises in Poland – Aspects of Management and Security

Author

Listed:
  • Wioletta Wereda
  • Patrcyja Bryczek-Wrobel

Abstract

Purpose: The aim of the article is to introduce the integration of digital marketing solutions with Industry 4.0 in enterprises in Poland on the example of the NewConnect market – in the aspects of security and management. Design/Methodology/Approach: A combination of quantitative and qualitative research approaches was applied. To be more specific, data were collected by means of a diagnostic survey with the help of a questionnaire. More precisely, the data were accumulated utilizing the CATI system, by which interviews were conducted by a telephone conversation. The study acquired its quantitative data from the field in the months of July and August 2022 through surveys. Apart from empirical methods, theoretical research methods have also been administered including analysis-synthesis used to critically analyze reviewed literature. And finally, the technique includes abstraction for choosing specific parts for inspection. Findings: The considerations contained in the article are the part of a broader research on the integration of digital marketing solutions with Industry 4.0 in enterprises in Poland from the NewConnect market. Practical Implications: Enterprises in Poland use digital marketing to cooperate with various stakeholder groups. Thanks to Indusrty 4.0, managers can use modern marketing solutions to increase profits, customer loyalty, and reduce marketing costs. Originality/value: In modern times, the important element is the development of digital marketing in enterprises. The important part of the research are showing the effects in the process of implementing the digital marketing in Industry 4.0 era for companies in Poland.

Suggested Citation

  • Wioletta Wereda & Patrcyja Bryczek-Wrobel, 2024. "The Integration of Digital Marketing Solutions with Industry 4.0 in Enterprises in Poland – Aspects of Management and Security," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 649-660.
    • Handle: RePEc:ers:journl:v:xxvii:y:2024:i:2:p:649-660
    as

    Download full text from publisher

    File URL: https://ersj.eu/journal/3809/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    2. Wioletta Wereda, 2022. "The Role of Modern Technologies in Functioning of Contemporary Innovative Enterprises on the Example of Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 418-429.
    3. Tiago, Maria Teresa Pinheiro Melo Borges & Veríssimo, José Manuel Cristóvão, 2014. "Digital marketing and social media: Why bother?," Business Horizons, Elsevier, vol. 57(6), pages 703-708.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rosita Capurro & Michele Galeotti & Stefano Garzella, 2018. ""Mondo reale-tradizionale" e "mondo digitale", strategie aziendali e web intelligence: il futuro del controllo e della gestione delle informazioni," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2018(2 Suppl.), pages 83-111.
    2. Ayman Abdalmajeed Alsmadi & Ahmed Shuhaiber & Manaf Al-Okaily & Anwar Al-Gasaymeh & Najed Alrawashdeh, 2024. "Big data analytics and innovation in e-commerce: current insights and future directions," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(4), pages 1635-1652, December.
    3. Tsekouropoulos, Georgios & Koliouska, Christiana & Theocharis, Dimitrios & Andreopoulou, Zacharoula, 2018. "Green products: digital marketing and consumer behavior for sustainability," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 0(Issue 2).
    4. Agnieszka Izabela Baruk & Grzegorz Wesołowski, 2021. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image," Energies, MDPI, vol. 14(14), pages 1-23, July.
    5. Dan Dumitriu & Gheorghe Militaru & Dana Corina Deselnicu & Andrei Niculescu & Mirona Ana-Maria Popescu, 2019. "A Perspective Over Modern SMEs: Managing Brand Equity, Growth and Sustainability Through Digital Marketing Tools and Techniques," Sustainability, MDPI, vol. 11(7), pages 1-24, April.
    6. Grubor, Aleksandar & Jakša, Olja, 2018. "Social Media Marketing: Engaging with Consumers in Digital Era," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2018), Split, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018, pages 356-363, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    7. Abdul Waheed & Qingyu Zhang & Muhammad Farrukh & Sher Zaman Khan, 2021. "Effect of Mobile Social Apps on Consumer’s Purchase Attitude: Role of Trust and Technological Factors in Developing Nations," SAGE Open, , vol. 11(2), pages 21582440211, April.
    8. Ologunebi, John & Taiwo, Ebenezer, 2023. "Digital Marketing Strategies, plan and implementations: A case study of Jumia Group and ASDA Uk," MPRA Paper 118771, University Library of Munich, Germany.
    9. Tonino Pencarelli, 2020. "The digital revolution in the travel and tourism industry," Information Technology & Tourism, Springer, vol. 22(3), pages 455-476, September.
    10. Ramiro Esqueda-Walle & Jesus Marmolejo Rodriguez & Karla Villarreal Estrada, 2020. "Digital Marketing: A Conceptual Framework, Review, and Case Study Mixed Approach," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(3), pages 256-279.
    11. Dolega, Les & Rowe, Francisco & Branagan, Emma, 2021. "Going digital? The impact of social media marketing on retail website traffic, orders and sales," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    12. Ebrahim Forghani & Reza Sheikh & Seyed Mohammad Hassan Hosseini & Shib Sankar Sana, 2022. "The impact of digital marketing strategies on customer’s buying behavior in online shopping using the rough set theory," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 13(2), pages 625-640, April.
    13. Ritu Agarwal & Michelle Dugas & Guodong (Gordon) Gao & P. K. Kannan, 2020. "Emerging technologies and analytics for a new era of value-centered marketing in healthcare," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 9-23, January.
    14. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    15. Brittany Ryder & Tingting Zhang & Nan Hua, 2021. "The Social Media “Magic”: Virtually Engaging Visitors during COVID-19 Temporary Closures," Administrative Sciences, MDPI, vol. 11(2), pages 1-15, May.
    16. Krzysztof BORODAKO & Jadwiga BERBEKA & Michał RUDNICKI & Mariusz ŠAPCZYŃSKI, 2021. "Online Visibility and Knowledge-Intensive Business Services Performance: The Scope of Interrelatedness," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 157-173, August.
    17. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    18. Carsten D. Schultz & Björn Gorlas, 2023. "Magic mirror on the wall: Cross-buying at the point of sale," Electronic Commerce Research, Springer, vol. 23(3), pages 1677-1700, September.
    19. Shrestha, Yash Raj & Krishna, Vaibhav & von Krogh, Georg, 2021. "Augmenting organizational decision-making with deep learning algorithms: Principles, promises, and challenges," Journal of Business Research, Elsevier, vol. 123(C), pages 588-603.
    20. Nikita Moiseev & Alexey Mikhaylov & Hasan Dinçer & Serhat Yüksel, 2023. "Market capitalization shock effects on open innovation models in e-commerce: golden cut q-rung orthopair fuzzy multicriteria decision-making analysis," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 9(1), pages 1-25, December.

    More about this item

    Keywords

    Digital marketing; enterprises; Indusrty 4.0; social media marketing; the NewConnect market; security management.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xxvii:y:2024:i:2:p:649-660. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.