Digital Navigation: The Role of Marketing Literacy, Employee Engagement, and Internal Culture in SMEs' Success

Digital Navigation: The Role of Marketing Literacy, Employee Engagement, and Internal Culture in SMEs' Success

Digital marketing is essential for SMEs to achieve and maintain a competitive advantage. This study investigates the influence of digital marketing literacy and employee engagement in digital marketing campaigns on marketing performance, with internal marketing culture, government policy, and market...

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Bibliographic Details
Main Authors: Keni Kaniawati, Shinta Rahmani, Ariawan Ariawan, Abdi Fadhlan, Abdul Kadir Ahmad
Format: Article
Language:English
Published: University of Brawijaya 2024-12-01
Series:Jurnal Aplikasi Manajemen
Subjects:
digital marketing literacy
employee engagement in digital marketing campaigns
internal marketing culture
government policy
market competitiveness
marketing performance
Online Access:https://jurnaljam.ub.ac.id/index.php/jam/article/view/8316
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