Journal of Innovations in Digital Marketing <p>2765-8341</p> en-US Mon, 27 Sep 2021 00:00:00 +0000 OJS 60 The effect of stereotypical music on the customer selection of wine in an online environment <p>The digital transformation of marketing leads to new forms of interaction with consumers. It has been established and well known that auditory stimuli generally affect human behavior. However, in the field of sensory marketing, only limited attention has been paid to the role and effects of audition in online marketing. In this research, we will further explore how sound influences consumer product selection in a digitalized setting. We have designed and performed an experiment in which respondents in a webshop environment were asked to select a bottle of wine from two different countries while hearing stereotypical music samples representing one of these countries. Our conclusion: In an online setting, auditory stimuli strongly influence consumer selection. In the case of constructed preferences, this effect was considerably stronger compared to well-defined preferences. These insights can help to further develop the effective use of sound stimuli in new forms of sensory marketing, such as virtual reality and other digital experiences in the marketing and sales context.</p> Marlou Damen, Iris van Hest, Bart Wernaart Copyright (c) 2021 Journal of Innovations in Digital Marketing Mon, 27 Sep 2021 00:00:00 +0000 Measuring digital transformation impact in Jordan: A proposed framework. <p>The digital transformation vision (REACH 2025) is essential for transformation and enabling individuals, sectors, and companies in Jordan to adopt digital solutions and build a robust ground in conducting business. The government in Jordan launched the REACH2025 Vision in 2016, and it has taken many serious measures to bring sectors, companies, and individuals to virtual digital by 2025. This government's vision consisted of seven dimensions (Smart Specialization and demand-driven innovation, Public Sector Innovation, Tech Start-ups and Entrepreneurs, ICT Skills, Capacity and Talent, Enabling Business Environment, Smart digital economy infrastructure, and Governance), and 18 actions to implement over ten years. The researchers used these dimensions to build a framework to measure the impact of government progress on enabling individuals, sectors, and companies, on productivity, and encouraging investment. The researchers used a sample of 196 respondents from various disciplines to figure out attitudes and evaluate government actions. The researchers also used responses to validate the proposed theoretical framework in the components of the digital economy. The results revealed positive attitudes towards the development and implementation, and excellent in some areas, while some measures need strengthening and re-evaluation. The study recommended employing the proposed framework to measure the actual impact of the digital transformation. The study also advises leading future research towards further empirical examination to validate the framework proposed.</p> Mohammad Adaileh, Ali Alshawawreh Copyright (c) 2021 Journal of Innovations in Digital Marketing Mon, 28 Jun 2021 00:00:00 +0000 Investigating the nexus between the types of advertising messages and customer engagement: Do customer involvement and generations matter? <p>Through the theoretical lenses of the Elaboration likelihood model, this research develops an experimental study to examine the cause-and-effect relationship of two advertising message types, drawn from the two routes of persuasion (peripheral route and central route), on consumers’ online brand-related activities (COBRAs) and its three key behavioral types of customer engagement, namely, consuming, contributing, and creating. The moderating effect of generations and the mediating role of personal relevance (involvement) were investigated in the proposed research model. Drawing on a sample of 202 students from a University in North Cyprus, the results of the study revealed that consumer engagement level differs between the two message types, in particular, when the cognitive copy ad is shown, the three COBRA engagement levels tend to be higher than when the emotional copy is given. The findings indicate different levels of personal relevance between the two messages with higher involvement in the cognitive appeal. Further, consumer generation served as a moderator in the study, and that people from generations X, Y, and Z evaluated the advertising stimulus differently. The findings of this research extend the literature with theoretical and managerial contributions to social media marketing.</p> Amani Msallati Copyright (c) 2021 Journal of Innovations in Digital Marketing Mon, 28 Jun 2021 00:00:00 +0000 A framework for Tourism electronic marketing in Jordan. <p>This study aimed to explore the impact of the electronic marketing mix on tourist attitudes towards tourism in Jordan. The paper conveyed interviews with tourists who had visited Jordan. The researcher used a set of questions to measure the attitudes of tourists towards tourism in Jordan, how the elements of e-marketing affect those attitudes. The researcher designed the interview using the method of the open-ended questions. A total of 48 tourists interviewed, their answers interpreted using the content analysis method. The results revealed that the elements of the marketing mix affect the attitudes to a large extent. The accuracy of the information, price, online payment, website, and personal preferences affect the trends of the tourists. The results revealed that the demographic variables do not represent any difference in these attitudes. The discussion presented and the recommendations introduced to decision-makers.</p> <p>&nbsp;</p> Abdulbaset Hasouneh, Hasan Abu Alzeat Copyright (c) 2020 Journal of Innovations in Digital Marketing Mon, 26 Oct 2020 00:00:00 +0000 The effects Of COVID-19 on restaurant industry: A perspective article. <p>This paper aims to discuss the impacts of COVID-19 on restaurant marketing and management practices and outlines a three-pronged research agenda to stimulate knowledge development in the restaurant sector. This paper is based on an overview of the relevant literature on social media in food advertising. The authors also investigated trends in hospitality services to suggest a research agenda. This paper presents a research agenda in three dimensions - Artificial Intelligence (AI) and digital media ads and the importance of social media ads during Covid 19. First, different types of artificial intelligence (mechanical, thinking and feeling) may open distinct research streams at the intersection of health crises and restaurants, in light of the COVID-19 pandemic. In addition, this paper recommends that researchers move beyond typical perspectives on precedents and the results of restaurant cleanliness and cleanliness to delve into. Moreover, to help restaurants recover from the COVID-19 pandemic. The proposed research streams are expected to provide actionable insights to promote development and sustainability in the restaurant sector. Authenticity / Value - This paper appears to be a frontier study, looking critically at the potential impacts of the COVID-19 pandemic, the impacts of COVID-19 on the restaurant industry and how restaurant owners can respond to such post-pandemic recovery challenges.</p> Fadi Alkasasbeh Copyright (c) 2020 Journal of Innovations in Digital Marketing Mon, 26 Oct 2020 00:00:00 +0000 Innovative marketing approach in project management: A market orientation perspective <p>The main objective of this paper is to develop an integrated conceptual framework to achieve consistency and synergy between project management and e-marketing activities within the market orientation that depends on the transaction, database, interactive and network marketing. The study solicited to apply this model in development or commercial projects conducted in Jordan. To extend this, the researcher interviewed people with experience who work in various projects such as educational projects or developing information technology systems, infrastructure projects, development projects, and others. The researcher was able to interview 34 experienced managers, and the interview form included a set of open questions related to the four dimensions of marketing orientation. The interview questions included covering how to integrate e-marketing activities into project management, it has directed in such a way as to highlight which marketing trends are most appropriate for the type of project and the duration of its implementation. The researcher identified most appropriate marketing trends for each project type and suggested which electronic marketing tools are most suitable for project managers and employees to adapt to communicate with individual clients or organizations, or even with other parties who have a direct or indirect relationship with the project such as stakeholders, suppliers and others.&nbsp; The implication for practitioners in the projects suggested, and recommendations for future research to generalize the proposed conceptual framework also presented.</p> <p>&nbsp;</p> Khaled Aladayleh, Luisa Elena Mendoza Alvarado, Adel Jafaari Copyright (c) 2020 Journal of Innovations in Digital Marketing Mon, 26 Oct 2020 00:00:00 +0000 A framework for integration of artificial intelligence into digital marketing in Jordanian commercial banks. <p style="margin: 0cm; margin-bottom: .0001pt; text-align: justify;"><span style="font-family: 'Calibri',sans-serif; color: #0e101a;">This paper investigates the relationship between artificial intelligence (AI), and digital marketing in the Jordanian banking sector. It outlines the main implications of information gathering, data modelling, and processing &amp; delivery, as well, the importance of human communication and ethical implications. Banks need a coherent foundation when employing AI. This paper provides a theoretical background for AI developers, policymakers and marketers in the banking sector, and academics. Despite the extensive employment of artificial intelligence in numerous global and local businesses, few studies addressed the use of AI in the Jordanian banking sector. As well, AI has rapidly changed digital marketing practices, particularly in the light of the Coronavirus (COVID_19) pandemic. Banks in Jordan are oblivious to the challenges they face when integrating AI into their digital marketing services. This paper derives a general framework for integrating AI techniques into digital marketing practices in Jordanian banks. Recommendations designed to assist banks in targeting their clients more efficiently also presented in this paper.</span></p> <p>&nbsp;</p> Khaled Aladayleh Copyright (c) 2020 Journal of Innovations in Digital Marketing Mon, 26 Oct 2020 00:00:00 +0000 Social media marketing activities and brand loyalty in the telecommunication industry: The mediating role of brand affect. <p>The effect of social media marketing activities on brand loyalty has gotten little attention in the telecommunication industry. The purpose of this study is to investigate the impact of social media marketing activities on brand loyalty as well as to examining the mediating effect of brand affect in the relationship between social media marketing activities and brand loyalty. By using an online self-administrated questionnaire to obtain 409 customers of a telecommunication company in Palestine, the finding of this study revealed that social media marketing activities positively effect brand loyalty. Further, brand affect has been found as a partial mediator in the relationship between social media marketing activities and brand loyalty. Accordingly, theoretical and practical implications as well as recommendations for future studies have been provided.</p> <p> </p> Tamer Sharawneh Copyright (c) 2020 Journal of Innovations in Digital Marketing Mon, 26 Oct 2020 00:00:00 +0000