IDEAS home Printed from https://ideas.repec.org/a/spr/intemj/v20y2024i4d10.1007_s11365-024-00959-5.html
   My bibliography  Save this article

Effectiveness of digital marketing and its value in new ventures

Author

Listed:
  • Raul Tarazona-Montoya

    (Universitat Politècnica de València)

  • Carlos Devece

    (Universitat Politècnica de València)

  • Carlos Llopis-Albert

    (Universitat Politècnica de València)

  • Sergio García-Agreda

    (Universidad Privada Boliviana)

Abstract

This paper analyzes the effect of digital marketing and cluster membership on the entrepreneurship and performance of dental clinics in Colombia. The use of different digital marketing tools in dental clinics is evaluated, and the effect of these tools on the creation of new markets, and clinics’ services and general performance, are analyzed. In addition, the cluster effect on the learning and implementation of digital tools in individual clinics is studied. The results show the most effective digital tools to create new markets, as well as the tools that improve clinics’ performance through the Internet image and online visibility. The combined use of corporate Facebook and Instagram, a robust website with wide online visibility and YouTube develops the image of companies on the Internet in the most effective way. In addition, the importance of belonging to a cluster in the learning and implementation of digital tools in individual clinics was verified.

Suggested Citation

  • Raul Tarazona-Montoya & Carlos Devece & Carlos Llopis-Albert & Sergio García-Agreda, 2024. "Effectiveness of digital marketing and its value in new ventures," International Entrepreneurship and Management Journal, Springer, vol. 20(4), pages 2839-2862, December.
    • Handle: RePEc:spr:intemj:v:20:y:2024:i:4:d:10.1007_s11365-024-00959-5
    DOI: 10.1007/s11365-024-00959-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11365-024-00959-5
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11365-024-00959-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Papathanassis, Alexis & Knolle, Friederike, 2011. "Exploring the adoption and processing of online holiday reviews: A grounded theory approach," Tourism Management, Elsevier, vol. 32(2), pages 215-224.
    2. Brett R. Gordon & Florian Zettelmeyer & Neha Bhargava & Dan Chapsky, 2019. "A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook," Marketing Science, INFORMS, vol. 38(2), pages 193-225, March.
    3. Sang-Uk Jung & Valeriia Shegai, 2023. "The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size," Sustainability, MDPI, vol. 15(7), pages 1-16, March.
    4. Mauricio Castillo-Vergara & Alejandro à Lvarez-Marã N & Claudia Pezoa-Fuentes & Omar Carrasco-Carvajal, 2022. "The Creative Process And Innovation: The Role Of Knowledge Management And Industrial Cluster," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 26(06), pages 1-34, August.
    5. Felzensztein, Christian & Stringer, Christina & Benson-Rea, Maureen & Freeman, Susan, 2014. "International marketing strategies in industrial clusters: Insights from the Southern Hemisphere," Journal of Business Research, Elsevier, vol. 67(5), pages 837-846.
    6. Uttam Chakraborty & Savita Bhat, 2018. "Credibility of online reviews and its impact on brand image," Management Research Review, Emerald Group Publishing Limited, vol. 41(1), pages 148-164, January.
    7. Kraus, Sascha & Schiavone, Francesco & Pluzhnikova, Anna & Invernizzi, Anna Chiara, 2021. "Digital transformation in healthcare: Analyzing the current state-of-research," Journal of Business Research, Elsevier, vol. 123(C), pages 557-567.
    8. Ricarda B. Bouncken & Sascha Kraus & Norat Roig-Tierno, 2021. "Knowledge- and innovation-based business models for future growth: digitalized business models and portfolio considerations," Review of Managerial Science, Springer, vol. 15(1), pages 1-14, January.
    9. Yagüe-Perales, R.M. & March-Chorda, I., 2013. "Performance analysis of NTBFs in knowledge-intensive industries: Evidence from the human health sector," Journal of Business Research, Elsevier, vol. 66(10), pages 1983-1989.
    10. Raúl Tarazona-Montoya & Marta Peris-Ortiz & Carlos Devece, 2020. "The Value of Cluster Association for Digital Marketing in Tourism Regional Development," Sustainability, MDPI, vol. 12(23), pages 1-18, November.
    11. Carlos Miguel Ferreira & Sandro Serpa, 2018. "Online Visibility, Social Networks and Glamorous Scientific Publications," International Journal of Social Science Studies, Redfame publishing, vol. 6(10), pages 58-66, October.
    12. Rangaswamy, Arvind & Moch, Nicole & Felten, Claudio & van Bruggen, Gerrit & Wieringa, Jaap E. & Wirtz, Jochen, 2020. "The Role of Marketing in Digital Business Platforms," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 72-90.
    13. Akihiro Nishi & Hirokazu Shirado & David G. Rand & Nicholas A. Christakis, 2015. "Inequality and visibility of wealth in experimental social networks," Nature, Nature, vol. 526(7573), pages 426-429, October.
    14. Wei, Sherrie & Ruys, Hein F. & van Hoof, Hubert B. & Combrink, Thomas E., 2001. "Uses of the Internet in the global hotel industry," Journal of Business Research, Elsevier, vol. 54(3), pages 235-241, December.
    15. Carla S. Marques & Cândido Lopes & Vitor Braga & Vanessa Ratten & Gina Santos, 2022. "Intuition and rationality in intrapreneurship and innovation outputs: The case of health professionals in primary health care," International Entrepreneurship and Management Journal, Springer, vol. 18(2), pages 579-602, June.
    16. Mohammed Arshad Khan & Faisal Alhathal & Shahid Alam & Syed Mohd Minhaj, 2023. "Importance of Social Networking Sites and Determining Its Impact on Brand Image and Online Shopping: An Empirical Study," Sustainability, MDPI, vol. 15(6), pages 1-22, March.
    17. Carsten D. Schultz, 2016. "Insights from consumer interactions on a social networking site: Findings from six apparel retail brands," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 203-217, August.
    18. Sufyan Habib & Nawaf N. Hamadneh & Asif Hassan & Miaochao Chen, 2022. "The Relationship between Digital Marketing, Customer Engagement, and Purchase Intention via OTT Platforms," Journal of Mathematics, Hindawi, vol. 2022, pages 1-12, April.
    19. Uttam Chakraborty & Savita Bhat, 2018. "Credibility of online reviews and its impact on brand image," Management Research Review, Emerald Group Publishing Limited, vol. 41(1), pages 148-164, January.
    20. Marina Estrada-Cruz & Noelia Rodriguez-Hernández & Antonio J. Verdú-Jover & Jose Maria Gómez-Gras, 2022. "The effect of competitive intensity on the relationship between strategic entrepreneurship and organizational results," International Entrepreneurship and Management Journal, Springer, vol. 18(1), pages 1-24, March.
    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. Verma, Deepak & Prakash Dewani, Prem & Behl, Abhishek & Pereira, Vijay & Dwivedi, Yogesh & Del Giudice, Manilo, 2023. "A meta-analysis of antecedents and consequences of eWOM credibility: Investigation of moderating role of culture and platform type," Journal of Business Research, Elsevier, vol. 154(C).
    2. Sandra Rousseau & Machteld Joly & Eline Poelmans, 2024. "Search characteristics, online consumer ratings, and beer prices," Agribusiness, John Wiley & Sons, Ltd., vol. 40(4), pages 804-824, October.
    3. Betty Purwandari & Latifatul Khairiyah & Mardiana Purwaningsih & Achmad Nizar Hidayanto & Nur Fitriah Ayuning Budi & Kongkiti Phusavat, 2023. "Why do people donate online? A perspective from dual credibility transfer," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 393-425, June.
    4. repec:bcp:journl:v:3:y:2019:i:11:p:525-529 is not listed on IDEAS
    5. Lady, 2019. "The Iceberg of Social Media Marketing," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 3(11), pages 525-529, November.
    6. Gabriele Camera & Cary Deck & David Porter, 2020. "Do economic inequalities affect long-run cooperation and prosperity?," Experimental Economics, Springer;Economic Science Association, vol. 23(1), pages 53-83, March.
    7. 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.
    8. Best, Bernadette & Miller, Kristel & McAdam, Rodney & Maalaoui, Adnane, 2022. "Business model innovation within SPOs: Exploring the antecedents and mechanisms facilitating multi-level value co-creation within a value-network," Journal of Business Research, Elsevier, vol. 141(C), pages 475-494.
    9. Büttgen, Marion & al.,, 2021. "Blockchain in Service Management and Service Research - Developing a Research Agenda and Managerial Implications," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 5(2), pages 71-102.
    10. Zahoor, Nadia & Zopiatis, Anastasios & Adomako, Samuel & Lamprinakos, Grigorios, 2023. "The micro-foundations of digitally transforming SMEs: How digital literacy and technology interact with managerial attributes," Journal of Business Research, Elsevier, vol. 159(C).
    11. Teck Ming Tan & Saila Saraniemi, 2023. "Trust in blockchain-enabled exchanges: Future directions in blockchain marketing," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 914-939, July.
    12. Garcia-Perez, Alexeis & Cegarra-Navarro, Juan Gabriel & Sallos, Mark Paul & Martinez-Caro, Eva & Chinnaswamy, Anitha, 2023. "Resilience in healthcare systems: Cyber security and digital transformation," Technovation, Elsevier, vol. 121(C).
    13. Delios, Andrew & Li, Jiatao & Schotter, Andreas P.J. & Vrontis, Demetris, 2024. "Challenging the orthodoxy in international business research: Directions for “new” research areas," Journal of World Business, Elsevier, vol. 59(4).
    14. Cannavacciuolo, Lorella & Capaldo, Guido & Ponsiglione, Cristina, 2023. "Digital innovation and organizational changes in the healthcare sector: Multiple case studies of telemedicine project implementation," Technovation, Elsevier, vol. 120(C).
    15. Sparks, Beverley A. & Perkins, Helen E. & Buckley, Ralf, 2013. "Online travel reviews as persuasive communication: The effects of content type, source, and certification logos on consumer behavior," Tourism Management, Elsevier, vol. 39(C), pages 1-9.
    16. Sascha Kraus & Paul Jones & Norbert Kailer & Alexandra Weinmann & Nuria Chaparro-Banegas & Norat Roig-Tierno, 2021. "Digital Transformation: An Overview of the Current State of the Art of Research," SAGE Open, , vol. 11(3), pages 21582440211, September.
    17. George Z. Gui, 2024. "Combining Observational and Experimental Data to Improve Efficiency Using Imperfect Instruments," Marketing Science, INFORMS, vol. 43(2), pages 378-391, March.
    18. Ana Batlles-delaFuente & Luis Jesús Belmonte-Ureña & José Antonio Plaza-Úbeda & Emilio Abad-Segura, 2021. "Sustainable Business Model in the Product-Service System: Analysis of Global Research and Associated EU Legislation," IJERPH, MDPI, vol. 18(19), pages 1-33, September.
    19. Colin F. Camerer & Anna Dreber & Felix Holzmeister & Teck-Hua Ho & Jürgen Huber & Magnus Johannesson & Michael Kirchler & Gideon Nave & Brian A. Nosek & Thomas Pfeiffer & Adam Altmejd & Nick Buttrick , 2018. "Evaluating the replicability of social science experiments in Nature and Science between 2010 and 2015," Nature Human Behaviour, Nature, vol. 2(9), pages 637-644, September.
    20. Ancillai, Chiara & Sabatini, Andrea & Gatti, Marco & Perna, Andrea, 2023. "Digital technology and business model innovation: A systematic literature review and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    21. Jennifer Sin Hung von Zumbusch & Lidija Lalicic, 2020. "The role of co-living spaces in digital nomads’ well-being," Information Technology & Tourism, Springer, vol. 22(3), pages 439-453, September.

    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:spr:intemj:v:20:y:2024:i:4:d:10.1007_s11365-024-00959-5. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.