Effectiveness of digital marketing and its value in new ventures

Raul Tarazona-Montoya (), Carlos Devece (), Carlos Llopis-Albert () and Sergio García-Agreda ()
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Raul Tarazona-Montoya: Universitat Politècnica de València
Carlos Devece: Universitat Politècnica de València
Carlos Llopis-Albert: Universitat Politècnica de València
Sergio García-Agreda: Universidad Privada Boliviana

International Entrepreneurship and Management Journal, 2024, vol. 20, issue 4, No 15, 2839-2862

Abstract: Abstract This paper analyzes the effect of digital marketing and cluster membership on the entrepreneurship and performance of dental clinics in Colombia. The use of different digital marketing tools in dental clinics is evaluated, and the effect of these tools on the creation of new markets, and clinics’ services and general performance, are analyzed. In addition, the cluster effect on the learning and implementation of digital tools in individual clinics is studied. The results show the most effective digital tools to create new markets, as well as the tools that improve clinics’ performance through the Internet image and online visibility. The combined use of corporate Facebook and Instagram, a robust website with wide online visibility and YouTube develops the image of companies on the Internet in the most effective way. In addition, the importance of belonging to a cluster in the learning and implementation of digital tools in individual clinics was verified.

Keywords: Clusters; Entrepreneurship; Digital marketing; Dental health; Organizational performance (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11365-024-00959-5

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