Challenges And Opportunities Of Digital-based Marketing In The Era Of Industrial Revolution 4.0: Literature Review
Abstract
The purpose of this study is to present findings related to the challenges and opportunities of digital-based marketing in the era of the Industrial Revolution 4.0. The method used in this study is to review the literature or systematic literature review (SLR) related to the topic. The data taken is from the Scopus website, where the author comes from the United States, China, Europe, Korea, and Indonesia. The findings of this study suggest that further research should be carried out using variables about the challenges and opportunities of digital marketing in the era of the Industrial Revolution 4.0. Looking at previous research on the challenges and opportunities of digital-based marketing in the era of the Industrial Revolution 4.0, there is still a lack of literature related to digital marketing challenges and digital marketing opportunities in the era of the Industrial Revolution 4.0. This study contributes to the literature on the challenges and opportunities of digital-based marketing in the era of the industrial revolution 4.0, by providing new insights in this regard. This research also has an impact on how an entrepreneur combines digital marketing challenges and opportunities in the era of the Industrial Revolution 4.0. In addition, this research contributes to the development of digital marketing theory and practice in the era of the industrial revolution 4.0, as well as adding contributions to the field of marketing management using the SLR method.
Keywords: Digital Marketing Challenges, Digital Marketing Opportunities, Industrial Revolution 4.0
References
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W. M. Lim and T. Rasul, “Customer engagement and social media: Revisiting the past to inform the future,†J Bus Res, vol. 148, pp. 325–342, Sep. 2022, doi:
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