Source

Summary

This article looks at a consumers willingness to engadge with Deep-tech startups based on their Digital Marketing Strategies. It forms much of it’s base from the concepts of Brand personality appeal

Results ultimatly conclude that yes higher digital marketing online presence leads to a higher perceptions of Brand personality appeal and thus increase a consumers willingness to buy.

interesting quotes

Among the innovative startups, the so-called “deep-tech” ones are characterized by a highly innovative connotation, given that they operate in technologically advanced sectors based on scientific advances and discoveries, or engineering revolutions such as artificial intelligence, robotics, blockchain, nanotechnologies, materials science, biotechnology, photonics and electronics.

Interestingly, as for the innovative startups operating in the high-tech field, from a marketing perspective, the four marketing dimensions (namely creative, strategic, analytical, operational) seem to assume a specific and more integrated feature as evidenced by managerial and consulting practice, but not yet codified and formalized at an academic-scientific level.

when promoting effective marketing actions, companies need to increase their efforts in terms of digital marketing strategies as a part of their overall marketing plan - (Hofacker et al., 2020)

confirming our hypothesisthat the perceived brand personality appeal fully mediates the effect of the digital marketing strategies and, specifically, of the startup online presence on consumers’ willingness to buy

Interesting references

Blank, S., & Dorf, B. (2020). The startup owner’s manual: The step-by-step guide for building a great company. John Wiley & Sons.

Confos, N., & Davis, T. (2016). Young consumer-brand relationship building potential using digital marketing. European Journal of Marketing, 50(11), 1993-2017.

Freling, T. H., Crosno, J. L., & Henard, D. H. (2011). Brand personality appeal: Conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39(3), 392-406.

Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: a multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1-8.

Hofacker, C., Golgeci, I., Pillai, K. G., & Gligor, D. M. (2020). Digital marketing and business-to-business relationships: a close look at the interface and a roadmap for the future. European Journal of Marketing, 54(6), 1161-1179.

Hsieh, Y. J., & Wu, Y. J. (2019). Entrepreneurship through the platform strategy in the digital era: Insights and research opportunities. Computers in Human Behavior, 95, 315-323.

Narkiniemi, J. (2013). Using digital marketing to develop a modern marketing strategy for a startup.: Case study: Design with benefits.

Poddar, N., & Agarwal, D. (2019). A comparative study of application effectiveness between digital and social media marketing for sustainability of start-ups. International Journal of Business Insights & Transformation, 12(2).

Zhang, J., & Mao, E. (2016). From online motivations to ad clicks and to behavioral intentions: An empirical study of consumer response to social media advertising. Psychology & Marketing, 33(3), 155-164.