Repository logo
 
Publication

Exploring Digital Marketing Optimization: Enhancing Company Performance with a Focus on the FMCG Industry in Lebanon

2023-12-30Journal article Open access
Simple item page
dc.contributor.authorObeid, Clarita
dc.date.accessioned2024-02-04T09:36:15Z
dc.date.available2024-02-04T09:36:15Z
dc.date.issued2023-12-30
dc.description.abstractIn the ever-evolving landscape of digital marketing, companies within the Fast-Moving Consumer Goods (FMCG) industry in Lebanon are recognizing the imperative need to optimize their digital marketing strategies to enhance overall performance. This study delves into the intricacies of digital marketing optimization, with an emphasis on perceived ease of use, perceived usefulness, user experience, and consumer engagement as pivotal themes impacting company performance. Employing a qualitative research methodology, in-depth insights were garnered from 15 industry professionals through semi-structured interviews. These individuals were carefully selected for their expertise and firsthand experience with digital marketing within the Lebanese FMCG sector. The analysis of the qualitative data led to the extraction of nuanced understandings regarding how perceived ease of use and perceived usefulness directly influence the user experience and, subsequently, consumer engagement in digital platforms. The study highlights the critical role of user-friendly interfaces and valuable content in fostering positive consumer experiences, which in turn, amplify engagement rates. Moreover, the research identifies the chain effect that starts with the initial consumer interaction with digital marketing campaigns and cascades into long-term company performance metrics. The findings reveal that the FMCG companies in Lebanon are at a pivotal junction, where embracing digital marketing optimization can lead to significant competitive advantages. Companies that adeptly leverage the ease of use and usefulness of their digital content can create enhanced user experiences, thereby fostering deeper levels of consumer engagement.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationObeid, C. (2023). Exploring Digital Marketing Optimization: Enhancing Company Performance with a Focus on the FMCG Industry in Lebanon. Dutch Journal of Finance and Management, 6(2), 25565. https://doi.org/10.55267/djfm/14163pt_PT
dc.identifier.doihttps://doi.org/10.55267/djfm/14163pt_PT
dc.identifier.issn2542-4750
dc.identifier.urihttp://hdl.handle.net/10400.26/49585
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIADITI Editionspt_PT
dc.relation.ispartofseries2;25565
dc.relation.publisherversionhttps://www.djfm-journal.com/article/exploring-digital-marketing-optimization-enhancing-company-performance-with-a-focus-on-the-fmcg-14163pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectPerceived Ease of Usept_PT
dc.subjectPerceived Usefulnesspt_PT
dc.subjectUser Experiencept_PT
dc.subjectConsumer Engagementpt_PT
dc.subjectDigital Marketing Strategypt_PT
dc.subjectCompany Performance Measurementpt_PT
dc.titleExploring Digital Marketing Optimization: Enhancing Company Performance with a Focus on the FMCG Industry in Lebanonpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.conferencePlacePortugalpt_PT
oaire.citation.titleDutch Journal of Finance and Managementpt_PT
oaire.citation.volume6pt_PT
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
exploring-digital-marketing-optimization-enhancing-company-performance-with-a-focus-on-the-fmcg-14163.pdf
Size:
438.33 KB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.85 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

IADITI - Dutch Journal of Finance and Management