| dc.description.abstract | This research explores how digital marketing tools including Search Engine
Optimization, Email Marketing, Pay- per- click Ads, Social Media Marketing and Content
Marketing impact on Brand Awareness and the purchasing behavior of customers. According
to previous researches, this research proposed six hypotheses from a sample of 263 in Ho Chi
Minh City using a convenient sampling method and a snowball sampling method. The findings
demonstrates the positive relationship of digital marketing to firm performance, with
knowledge transfer and innovation acting as mediators. Academically, these papers provide an
opportunity to further investigate the relationship between digital marketing and other factors
influence in the same field. In practice, this finding encourages businesses to consider more on
applying the knowledge of digital marketing to greatly enhance performance is covered in
depth throughout the latest chapter. | en_US |
