Marketing Tracks > Track 15: Advertising and Digital Marketing Communications

Track Chair:

• Dr Anshuman Sharma, Ajman University, UAE, a.sharma@ajman.ac.ae
• Dr. Ganesh Das, Saudi Electronic University, Saudi Arabia, ganeshdash@gmail.com

Advertising and Digital Marketing Communications is essential because it empowers individuals with the knowledge and skills necessary to navigate the digital age's swiftly changing marketing and communication landscape. Understanding advertising principles enables marketers to create campaigns that effectively reach and engage their target audiences. Moreover, digital marketing communications provide insights into leveraging various online platforms and technologies, allowing businesses to establish a strong online presence, cultivate meaningful customer relationships, and drive business growth in an increasingly digital and interconnected world.

Potential Topics include but are not limited to the following topics:

• Personalization and Consumer Engagement in Digital Marketing: Analyzing the Effectiveness of Targeted Content Strategies.
• Cross-Cultural Differences in Digital Marketing Communications: Understanding the Role of Culture in Global Brand Promotion.
• Mobile Advertising Effectiveness: Investigating the Impact of In-App and Mobile Web Advertising on Consumer Behavior.

Within RBS 2024 conference, Advertising and Digital Marketing Communications Track will allow researchers, PhD students, and industry experts to present innovative research, exchange ideas, and foster collaboration on critical problems in the Advertising and Digital Marketing Communications domain and their implications for market growth and consumer well-being. We invite contributions with theoretical, empirical, and conceptual papers, which may address and are not limited to Advertising and Digital Marketing Communications.