Transnational Marketing Journal

ISSN: 2041-4684 | e-ISSN: 2041-4692

Digital transformation using marketing strategies in cultural organizations and diffusion of knowledge through technology, a systematic literature review

Panagiotis Douros
University of West Attica
Konstantinos Papageorgiou
University of West Attica
Konstantinos Milioris
University of West Attica
Konstantina Panagiotakopoulou
University of West Attica
Panagiotis Kaldis
University of West Attica
Keywords: Cultural organizations, museums, digital marketing, location-based marketing, social media.

Abstract

This research aims to systematically identify and evaluate the adoption of digital transformation and innovation in marketing strategies. This research identifies and systematically reviews prior literature and provides research agendas for the future. The researchers in this study used the systematic literature review (SLR) method to select 81 studies from Web of Science, Scopus, Science Direct, Wiley Online Library, and Emerald Insight. This study concentrated on adopting and implementing the most recent digital technologies in cultural organizations, such as museums, on enhancing the visitor experience through effective digital marketing strategies. The analysis integrates the benefits of adopting emerging technologies for museums to design effective social media marketing strategies. The findings emphasize the transformative potential of digitalization in the tourism industry to enhance visitors' experience. Moreover, utilizing digitally created content on social media platforms is a valuable marketing strategy for engaging and interacting with current and potential visitors. In this study, the research gaps, limitations, and prospective research avenues contribute to the advancement of the digitalization of marketing.

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Keywords

marketingCOVID-19brandingMarketingconsumer behaviourIndiaCovid-19Coronavirusrefugeesconsumersblockchaincustomer-orientationGeneration Yretailsocial mediaEmerging marketsdiasporaidentitySMEbrandUAESMSfoodMexico