International Journal of Digital Marketing Science

Examining Adoption and Effectiveness of WhatsApp as a Marketing Tool: An Example of an Austrian Fitness and Health Center

2025-07-09T16:23:18+07:00

This study explores the factors influencing user acceptance and intention to use WhatsApp as a business-to-consumer (B2C) communication and marketing tool in the fitness industry, using an Austrian fitness center as a case study. Given WhatsApp's growing commercial relevance, understanding customer interaction determinants is crucial. Despite the overall growth of the fitness sector, businesses face challenges that necessitate innovative communication strategies. Grounded in the Technology Acceptance Model, the Theory of Planned Behavior, and the Theory of Reasoned Action, this research identifies twelve key acceptance factors. A quantitative deductive approach was applied, and survey data were analyzed using multiple linear regression. The findings reveal that perceived value, attitude towards use, and perceived ease of use significantly influence the intention to use WhatsApp. Additionally, perceived usefulness correlates positively with perceived ease of use and the perceived informational and entertainment value. These insights highlight WhatsApp's potential as a marketing and communication tool in the fitness industry. The study offers a foundation for further research and provides practical implications for optimizing business performance through targeted marketing and customer engagement strategies.

Swipe, Stream, and Splurge: Systematic Literature Review on The Triggers of Impulsive Buying in Live Streaming Commerce

2025-07-09T16:27:15+07:00

Recently live streaming has become popular media that enabling public to broadcast their video content through numerous platform (i.e., social media and e-commerce). In live streaming, live streamer could have real-time and interactive communication to their audience. Hence many people including marketer use live streaming as essential marketing tools that can shorten customer’s purchase decision time, and provoke customer’s impulse buying urge. Given the popularity of live steaming in numerous platform and impulse buying behavior become imperative topic in consumer behavior study, synthetizing the existing literature related to impulse buying in live streaming is needed. This study occupies the past and present of impulse buying in live streaming to gain better understanding of impulse buying in live streaming, and also gives insight about prospective of impulse buying in live streaming study for the future research. The author used secondary data from Scopus database in doing systematic literature review. In term of data extracting process, Preferred Reporting Items for Systematic reviews and Meta-analyses (PRISMA) is used, and 30 papers that meet the criteria are included to be reviewed. Author synthesize articles reviewed and found some findings such as studies progression, research design and methodology adopted in the reviewed article, theories used, and research theme. The research contributes to enhance theoretical and practical implications that is needed by academician for future research directions, and practitioners to strengthen their marketing strategy using live streaming feature to trigger people buy their product impulsively.

Examining the Role of Oil and Non-Oil Revenues, and Oil Price Fluctuations on Economic Growth in African Oil Exporting Countries

2025-01-26T09:53:47+07:00

This study investigates the complex relationships between oil revenues, non-oil revenues, oil price fluctuations, and economic growth in African oil-exporting countries. Targeting Nigeria, Angola, Algeria, Libya, and Egypt, the research analyzed a comprehensive dataset spanning 1970-2023 using advanced second-generation panel econometric techniques. The cross-sectional Autoregressive Distributed Lag (ARDL) model examined the long-run and short-run dynamics of economic growth determinants. The sample comprised five leading African oil-producing countries, with data sourced from the World Bank Development Database. Results demonstrated significant positive relationships between GDP and oil revenue, non-oil revenue, oil prices, capital, and labor. The research revealed the critical importance of economic diversification, human capital investment, and strategic revenue management in driving sustainable economic growth. The study offers substantial implications for policymakers, economists, and development practitioners by providing insights into economic transformation mechanisms in resource-dependent economies. It contributes to resource economics literature by offering empirical evidence of complex economic interactions in African contexts. The originality of the research lies in its comprehensive approach, innovative methodological techniques, and detailed exploration of economic growth dynamics in African oil-exporting countries.

Effectiveness and Efficiency of the Application of Robotic Process Automation

2025-07-09T16:24:42+07:00

Implementing Robotic Process Automation (RPA) in the shipment handling process at the State-Owned Indonesian Logistics Service Provider (LSP) aims to improve operational effectiveness and efficiency. However, errors in delivery using RPA have been found, resulting in reduced customer satisfaction. These errors are generally related to incorrect shipment data obtained from the website. Therefore, this study focuses on evaluating the effectiveness and efficiency before and after the implementation of RPA. This study aims to analyze the impact of Robotic Process Automation (RPA) on the effectiveness and efficiency of company operations before and after the implementation of RPA at the State-Owned Indonesian Logistics Service Provider, particularly at the Central Post Processing Office. The method used in this study is a qualitative approach. Data was collected from websites related to delivery errors and through observation of the operational department at the State-Owned Indonesian Logistics Service Provider. The analysis was conducted by comparing the level of operational effectiveness and efficiency before and after the implementation of RPA to identify whether the implementation of RPA was in line with the company's expectations. The contribution of this research is to provide insights for State-Owned Indonesian Logistics Service Provider in improving the performance of the RPA system and designing improvement strategies to overcome existing challenges. It is recommended that the State-Owned Indonesian Logistics Service Provider continues to evaluate and develop the RPA system, including improving data quality and integrating supporting technologies to minimize delivery errors and increase customer satisfaction.

The Impact of TikTok eWOM on Fore Coffee Purchase Intention in Bandung

2025-09-19T08:00:48+07:00

This study investigates how electronic word of mouth (eWOM) on TikTok influences consumers' purchase intention toward Fore Coffee products in Bandung, Indonesia. Given the platform’s dominance among Gen Z and millennials, TikTok-based eWOM is a key digital marketing element for local brands. Using a quantitative method, data were collected through an online survey of 390 respondents who had seen TikTok content related to Fore Coffee. The research employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships among information quality, quantity, credibility, usefulness, adoption, and purchase intention. The results show that all dimensions of eWOM significantly affect information usefulness. In turn, information usefulness positively influences information adoption, which subsequently drives purchase intention. These findings affirm the relevance of the Information Adoption Model (IAM) in a short-form video context. This study contributes to digital consumer behavior literature by applying the IAM to TikTok, a platform characterized by user-generated content and rapid engagement cycles. The research offers practical insights for brands to enhance content credibility and usefulness in order to strengthen consumer intent to purchase.