Mobile technology for the economic empowerment of nomad communities: A strategic digital marketing tool

Mariuxi Tejada Castro, Sandra Zapata Vega, Pablo Calderón Castro, Enrique Martínez García, Franklin Cabezas Galarza

Article ID: 7256
Vol 8, Issue 9, 2024

VIEWS - 105 (Abstract) 51 (PDF)

Abstract


This study focuses on the effectiveness of systematic approaches to achieve business success, through integrated digital marketing strategies with the use of mobile applications. Focused on contemporary digital markets, the research highlights the transformative potential of these strategies about improving the quality of services and products, while promoting business sustainability. The objective of this research is to develop and evaluate a mobile application, designed to optimize customer orders within communities on the move. Through a mixed approach that includes semi-structured interviews with community members and digital marketing experts, along with quantitative surveys, assessed user perceptions and effectiveness of the app. The results indicate great acceptance and effectiveness of this digital tool, facilitating direct interactions, and improving accessibility to the service despite physical and digital limitations, reducing digital gaps and promoting economic empowerment among marginalized communities.


Keywords


economic empowerment; digital marketing tools; nomad communities; mobile technology

Full Text:

PDF


References


Akuorkor, Y., & Ussher, A. (2020). Included but Excluded: The use of Mobile Phones among Digital Immigrants. Available online: https://eric.ed.gov/?q=gender+and+doctoral+and+studies%3a+and+the&pg=13404&id=ED613262. (accessed on July 2024).

Armijos Orellana, A., González, M., Maldonado Matute, J., et al. (2023). A theoretical approach to the digital economy as a post-pandemic recovery alternative in Latin America (Spanish). Estudios de La Gestión: International Journal of Management, 14. https://doi.org/10.32719/25506641.2023.14.5

Biemans, W. (2023). The impact of digital tools on sales-marketing interactions and perceptions. Industrial Marketing Management, 115, 395–407. https://doi.org/10.1016/j.indmarman.2023.10.015

Biswas, B., Sanyal, M. K., & Mukherjee, T. (2023). AI-Based Sales Forecasting Model for Digital Marketing. International Journal of E-Business Research, 19(1), 1–14. https://doi.org/10.4018/ijebr.317888

Bon, A., Saa-Dittoh, F., & Akkermans, H. (2024). Bridging the digital divide. Available online: https://link.springer.com/chapter/10.1007/978-3-031-45304-5_19 (accessed on July 03 2024).

Buitrago Ruiz, D. A. (2023). Nomad-migrants and dwelling on the move (Spanish). Bitácora Urbano Territorial, 33(2), 77–89. https://doi.org/10.15446/bitacora.v33n2.106154

Busca, L., & Bertrandias, L. (2020). A Framework for Digital Marketing Research: Investigating the Four Cultural Eras of Digital Marketing. Journal of Interactive Marketing, 49(1), 1–19. https://doi.org/10.1016/j.intmar.2019.08.002

Caraballo, A., Luna, J., & Carbal, A. (2023). Digital Marketing adoption in Small and Medium-sized Enterprises (SMEs). Panorama Económico, 31(4), 360–374. https://doi.org/10.32997/pe-2023

Daoud, M. K., Taha, S., Al-Qeed, M., et al. (2024). Eco-Connect: Guiding environmental awareness via digital marketing approaches. International Journal of Data and Network Science, 8(1), 235–242. https://doi.org/10.5267/j.ijdns.2023.9.028

Deloso, R., Kangasniemi, M., & Saari, M. (2024). Addressing challenges in hybrid services for illiterate adult immigrants-Unique Needs and Barriers. ROBOAI, 108.

Dewani, S. L., Presida, S. B., & Swatantra, G. Y. (2024). The Role of Cyberpsychology in the Context of Digital Marketing. Klabat Journal of Management, 5(1), 72. https://doi.org/10.60090/kjm.v5i1.1060.72-89

Djakeli, K. (2023). Modern Healthcare Marketing in the Digital Era. Advances in Healthcare Information Systems and Administration. https://doi.org/10.4018/979-8-3693-0679-6

Ferdous, A. S., Akareem, H. S., Viswanathan, M., et al. (2024). Boosting app-based mobile financial services engagement in B2B subsistence marketplaces: The roles of marketing strategy and app design. Industrial Marketing Management, 119, 147–161. https://doi.org/10.1016/j.indmarman.2024.04.014

Fundación Terranueva. (n.d.). Home [Terranueva Foundation] (Spanish). Facebook. Available online: https://www.facebook.com/FundacionTerranueva?locale=es_LA (accessed on 27 June 2024)

Girginkaya Akdağ, S., & Ergen, A. (2020). Role of location-based mobile apps in city marketing: Beşiktaş as a student-friendly district. Journal of Location Based Services, 14(2), 49–70. https://doi.org/10.1080/17489725.2020.1788184

Guatemala Mariano, A., Martínez Prats, G., & Martínez de Escobar Fernández, A. (2023). Digital marketing trends for social entrepreneurs based on digital platforms (Spanish). Electronic Scientific Journal of Education and Communication In The Knowledge Society, 23(1). https://doi.org/10.30827/eticanet.v23i1.27709

Gupta, T., Pandey, P., & Raghav, Y. Y. (2023). Impact of Social Media Platforms on the Consumer Decision-Making Process in the Food and Grocery Industry. Influences of Social Media on Consumer Decision-Making Processes in the Food and Grocery Industry, 119–139. https://doi.org/10.4018/978-1-6684-8868-3.ch006

Hall, S. (2023). B2B digital marketing strategy: how to use new frameworks and models to achieve growth. Kogan Page Publishers.

Jacob, U., & Ksenia, M. (2024). Project Management Methodologies to Know in 2024. Bordio blog. Available online: https://bordio.com/blog/project-management-methodologies/ (accessed on 30 May 2024).

Jurčević, M., Naletina, D., & Vuletić, A. (2024). Impact of management systems on business operations in trade: Case of the Republic of Croatia. Journal of Infrastructure, Policy and Development, 8(6), 4474. https://doi.org/10.24294/jipd.v8i6.4474

Khanal, K. P. (2023). Effect of Online Digital Marketing on Customer Purchase Decision. Journal of Siddhartha, 5(1), 1.

Lawry, C. A., & Bhappu, A. D. (2021). Measuring Consumer Engagement in Omnichannel Retailing: The Mobile In-Store Experience (MIX) Index. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.661503

Mallick, S. U. (2023). Promoting Tourism Through Digital Marketing. The American Journal of Management and Economics Innovations, 5(10), 62–85. https://doi.org/10.37547/tajmei/volume05issue10-06

Mondal, S., Das, S., & Vrana, V. G. (2023). How to Bell the Cat? A Theoretical Review of Generative Artificial Intelligence towards Digital Disruption in All Walks of Life. Technologies, 11(2), 44. https://doi.org/10.3390/technologies11020044

Mukhopadhyay, S., Singh, R. K., & Jain, T. (2024). Developing big data enabled Marketing 4.0 framework. International Journal of Information Management Data Insights, 4(1), 100214. https://doi.org/10.1016/j.jjimei.2024.100214

Nalbant, K. G., & Aydin, S. (2023). Development and Transformation in Digital Marketing and Branding with Artificial Intelligence and Digital Technologies Dynamics in the Metaverse Universe. Journal of Metaverse, 3(1), 9–18. https://doi.org/10.57019/jmv.1148015

Novozhilova, E., Mays, K., & Katz, J. E. (2024). Looking towards an automated future: U.S. attitudes towards future artificial intelligence instantiations and their effect. Humanities and Social Sciences Communications, 11(1). https://doi.org/10.1057/s41599-024-02625-1

Nuseir, M. T., & Aljumah, A. (2020). Digital Marketing Adoption Influenced by Relative Advantage and Competitive Industry: A UAE Tourism Case Study. International Journal of Innovation, Creativity and Change,11(2).

Pascual, H., Masip-Bruin, X., Alonso, A., & Cerdá, J. (n.d.). A Systematic Review on Human Modeling: Digging into Human Digital Twin Implementations. Available online: https://deepai.org/publication/a-systematic-review-on-human-modeling-digging-into-human-digital-twin-implementations (accessed on May 15 2024).

Perilla Ruíz, L., Ruíz Sánchez, M. del C., & Peña Ulloa, L. G. Y. (2022). Women’s entrepreneurship for economic empowerment (Spanish). Desarrollo Gerencial, 14(2), 1–28. https://doi.org/10.17081/dege.14.2.5252

Psomadaki, O., Matsiola, M., Dimoulas, C. A., et al. (2022). The Significance of Digital Network Platforms to Enforce Musicians’ Entrepreneurial Role: Assessing Musicians’ Satisfaction in Using Mobile Applications. Sustainability, 14(10), 5975. https://doi.org/10.3390/su14105975

Rathore, Dr. B. (2023). Digital Transformation 4.0: Integration of Artificial Intelligence & Metaverse in Marketing. Eduzone: International Peer Reviewed/Refereed Academic Multidisciplinary Journal, 12(01), 42–48. https://doi.org/10.56614/eiprmj.v12i1y23.248

Rendón Londoño, L., Ospiña, Y., Palacio, M., et al. (2022). Perceptual factors of marketing use (Spanish). Cuad. Latam. de Admón, XVIII(35), 1–15.

Sachdev, R. (2023). Digital marketing ise. McGraw-Hill US Higher Ed ISE.

Shaik, M. (2023). Impact of artificial intelligence on marketing. East Asian Journal of Multidisciplinary Research, 2(3), 993–1004. https://doi.org/10.55927/eajmr.v2i3.3112

Shekhar, S. K., & Kandoth, S. (2024). The transformative impact of digital marketing on family business: A perspective article. Science Talks, 9, 100310. https://doi.org/10.1016/j.sctalk.2024.100310

Singh, S., Singh, G., & Dhir, S. (2022). Impact of digital marketing on the competitiveness of the restaurant industry. Journal of Foodservice Business Research, 27(2), 109–137. https://doi.org/10.1080/15378020.2022.2077088

Todorova, A., & Antonova, D. (2023). Smart Marketing Solutions: Applications with Artificial Intelligence to Increase the Effectiveness of Marketing Operations. 2023 7th International Symposium on Multidisciplinary Studies and Innovative Technologies (ISMSIT). https://doi.org/10.1109/ismsit58785.2023.10304899

Yang, S., Cotter, L. M., Lu, L., et al. (2024). Countering online marketing and user endorsements with enhanced cannabis warning labels: An online experiment among at-risk youth and young adults. Preventive Medicine, 180, 107877. https://doi.org/10.1016/j.ypmed.2024.107877




DOI: https://doi.org/10.24294/jipd.v8i9.7256

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Mariuxi Tejada Castro, Sandra Zapata Vega, Pablo Calderón Castro, Enrique Martínez García, Franklin Cabezas Galarza

License URL: https://creativecommons.org/licenses/by/4.0/

This site is licensed under a Creative Commons Attribution 4.0 International License.