{"id":"https://openalex.org/W4403767131","doi":"https://doi.org/10.21272/mmi.2024.3-05","title":"The Impact of Digital Marketing on the Market Share of Tourism Firms in Jordan","display_name":"The Impact of Digital Marketing on the Market Share of Tourism Firms in Jordan","publication_year":2024,"publication_date":"2024-01-01","ids":{"openalex":"https://openalex.org/W4403767131","doi":"https://doi.org/10.21272/mmi.2024.3-05"},"language":"en","primary_location":{"id":"doi:10.21272/mmi.2024.3-05","doi":"https://doi.org/10.21272/mmi.2024.3-05","is_oa":true,"landing_page_url":"https://doi.org/10.21272/mmi.2024.3-05","pdf_url":"https://mmi.sumdu.edu.ua/wp-content/uploads/2024/10/05_\u0410822-2024_Alafi-et-al.pdf","source":{"id":"https://openalex.org/S4210204559","display_name":"Marketing and Management of Innovations","issn_l":"2218-4511","issn":["2218-4511","2227-6718"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","norway-1"],"host_organization":"https://openalex.org/P4310322434","host_organization_name":"Sumy State University","host_organization_lineage":["https://openalex.org/P4310322434"],"host_organization_lineage_names":["Sumy State University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Marketing and Management of Innovations","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://mmi.sumdu.edu.ua/wp-content/uploads/2024/10/05_\u0410822-2024_Alafi-et-al.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5047202761","display_name":"Khaled Khalaf Alafi","orcid":"https://orcid.org/0000-0002-8186-0111","observed_orcids":["https://orcid.org/0000-0002-8186-0111"]},"institutions":[{"id":"https://openalex.org/I3132651366","display_name":"World Islamic Sciences and Education University","ror":"https://ror.org/051mkwn17","country_code":"JO","type":"education","lineage":["https://openalex.org/I3132651366"]}],"countries":["JO"],"is_corresponding":false,"raw_author_name":"Khaled Khalaf Alafi","raw_affiliation_strings":["The World Islamic Sciences and Education University, Jordan"],"raw_orcid":"https://orcid.org/0000-0002-8186-0111","affiliations":[{"raw_affiliation_string":"The World Islamic Sciences and Education University, Jordan","institution_ids":["https://openalex.org/I3132651366"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5080912324","display_name":"Bader Ismaeel","orcid":"https://orcid.org/0000-0002-0482-6331","observed_orcids":["https://orcid.org/0000-0002-0482-6331"]},"institutions":[{"id":"https://openalex.org/I3132651366","display_name":"World Islamic Sciences and Education University","ror":"https://ror.org/051mkwn17","country_code":"JO","type":"education","lineage":["https://openalex.org/I3132651366"]}],"countries":["JO"],"is_corresponding":false,"raw_author_name":"Bader Ismaeel","raw_affiliation_strings":["The World Islamic Sciences and Education University, Jordan"],"raw_orcid":"https://orcid.org/0000-0002-0482-6331","affiliations":[{"raw_affiliation_string":"The World Islamic Sciences and Education University, Jordan","institution_ids":["https://openalex.org/I3132651366"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I3132651366"],"apc_list":null,"apc_paid":null,"fwci":3.721,"has_fulltext":true,"cited_by_count":5,"citation_normalized_percentile":{"value":0.93297989,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":96,"max":97},"biblio":{"volume":"15","issue":"3","first_page":"56","last_page":"70"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9965999722480774,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9965999722480774,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.0017000000225380063,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.0010999999940395355,"subfield":{"id":"https://openalex.org/subfields/3317","display_name":"Demography"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":1.0},{"id":"https://openalex.org/keywords/market-share","display_name":"market share","score":0.9580000042915344},{"id":"https://openalex.org/keywords/five-star-hotels","display_name":"five-star hotels","score":0.9480000138282776},{"id":"https://openalex.org/keywords/tourism-industry","display_name":"tourism industry","score":0.597000002861023},{"id":"https://openalex.org/keywords/search-engine-optimization","display_name":"search engine optimization","score":0.8220000267028809},{"id":"https://openalex.org/keywords/search-engine-marketing","display_name":"search engine marketing","score":0.9990000128746033},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.9070000052452087},{"id":"https://openalex.org/keywords/mobile-marketing","display_name":"mobile marketing","score":0.9729999899864197},{"id":"https://openalex.org/keywords/email-marketing","display_name":"email marketing","score":0.9990000128746033},{"id":"https://openalex.org/keywords/marketing-content-creation","display_name":"marketing content creation","score":0.984000027179718},{"id":"https://openalex.org/keywords/jordan","display_name":"Jordan","score":0.6309999823570251}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.7046952247619629},{"id":"https://openalex.org/C18918823","wikidata":"https://www.wikidata.org/wiki/Q49389","display_name":"Tourism","level":2,"score":0.6769415736198425},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6238189935684204},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.5097041130065918},{"id":"https://openalex.org/C16051113","wikidata":"https://www.wikidata.org/wiki/Q828814","display_name":"Market share","level":2,"score":0.4838379919528961},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3868742883205414},{"id":"https://openalex.org/C54750564","wikidata":"https://www.wikidata.org/wiki/Q26643","display_name":"Commerce","level":1,"score":0.32677584886550903},{"id":"https://openalex.org/C205649164","wikidata":"https://www.wikidata.org/wiki/Q1071","display_name":"Geography","level":0,"score":0.1254344880580902},{"id":"https://openalex.org/C166957645","wikidata":"https://www.wikidata.org/wiki/Q23498","display_name":"Archaeology","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.21272/mmi.2024.3-05","doi":"https://doi.org/10.21272/mmi.2024.3-05","is_oa":true,"landing_page_url":"https://doi.org/10.21272/mmi.2024.3-05","pdf_url":"https://mmi.sumdu.edu.ua/wp-content/uploads/2024/10/05_\u0410822-2024_Alafi-et-al.pdf","source":{"id":"https://openalex.org/S4210204559","display_name":"Marketing and Management of Innovations","issn_l":"2218-4511","issn":["2218-4511","2227-6718"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","norway-1"],"host_organization":"https://openalex.org/P4310322434","host_organization_name":"Sumy State University","host_organization_lineage":["https://openalex.org/P4310322434"],"host_organization_lineage_names":["Sumy State University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Marketing and Management of Innovations","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.21272/mmi.2024.3-05","doi":"https://doi.org/10.21272/mmi.2024.3-05","is_oa":true,"landing_page_url":"https://doi.org/10.21272/mmi.2024.3-05","pdf_url":"https://mmi.sumdu.edu.ua/wp-content/uploads/2024/10/05_\u0410822-2024_Alafi-et-al.pdf","source":{"id":"https://openalex.org/S4210204559","display_name":"Marketing and Management of Innovations","issn_l":"2218-4511","issn":["2218-4511","2227-6718"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","norway-1"],"host_organization":"https://openalex.org/P4310322434","host_organization_name":"Sumy State University","host_organization_lineage":["https://openalex.org/P4310322434"],"host_organization_lineage_names":["Sumy State University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Marketing and Management of Innovations","raw_type":"journal-article"},"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4403767131.pdf","grobid_xml":"https://content.openalex.org/works/W4403767131.grobid-xml"},"referenced_works_count":62,"referenced_works":["https://openalex.org/W2540306498","https://openalex.org/W2757213796","https://openalex.org/W2808745107","https://openalex.org/W2945331656","https://openalex.org/W2947267619","https://openalex.org/W2948122122","https://openalex.org/W2955644763","https://openalex.org/W2966112523","https://openalex.org/W2966157526","https://openalex.org/W3004005366","https://openalex.org/W3034786955","https://openalex.org/W3086580735","https://openalex.org/W3106874931","https://openalex.org/W3111024778","https://openalex.org/W3133556159","https://openalex.org/W3164503739","https://openalex.org/W3174463521","https://openalex.org/W3176362716","https://openalex.org/W3186281570","https://openalex.org/W3208019629","https://openalex.org/W3211465905","https://openalex.org/W3213244853","https://openalex.org/W3216951915","https://openalex.org/W4212930856","https://openalex.org/W4214807667","https://openalex.org/W4244278105","https://openalex.org/W4245087066","https://openalex.org/W4245617193","https://openalex.org/W4281737768","https://openalex.org/W4292959210","https://openalex.org/W4293214651","https://openalex.org/W4295991043","https://openalex.org/W4300260935","https://openalex.org/W4310875608","https://openalex.org/W4317725409","https://openalex.org/W4318206837","https://openalex.org/W4318457133","https://openalex.org/W4318952362","https://openalex.org/W4319659081","https://openalex.org/W4321133444","https://openalex.org/W4322486399","https://openalex.org/W4328137216","https://openalex.org/W4360776571","https://openalex.org/W4365446711","https://openalex.org/W4366149785","https://openalex.org/W4376612959","https://openalex.org/W4381295190","https://openalex.org/W4381333138","https://openalex.org/W4382130744","https://openalex.org/W4385788288","https://openalex.org/W4387754637","https://openalex.org/W4387922953","https://openalex.org/W4389153269","https://openalex.org/W4391060542","https://openalex.org/W4391099769","https://openalex.org/W4391559759","https://openalex.org/W4394987968","https://openalex.org/W4398203841","https://openalex.org/W4400387789","https://openalex.org/W4400492721","https://openalex.org/W4400957225","https://openalex.org/W7042280476"],"related_works":["https://openalex.org/W2391061603","https://openalex.org/W2386798499","https://openalex.org/W4388017739","https://openalex.org/W2352379149","https://openalex.org/W3216130691","https://openalex.org/W2369032308","https://openalex.org/W2977338326","https://openalex.org/W2376872419","https://openalex.org/W3157133093","https://openalex.org/W2357922224"],"abstract_inverted_index":{"This":[0,221],"study":[1,48,156,169,315],"aimed":[2],"to":[3,70,94,135,164,217,316,332],"demonstrate":[4],"the":[5,12,38,51,57,104,158,168,182,186,214,219,237,261,265,269,272,299,310,313,339],"impact":[6,319],"of":[7,14,19,41,53,171,189,240,264,303,312,341],"digital":[8,54,67,133,142,330],"marketing":[9,26,36,55,83,112,143,172,183,229,250,254,278,305],"and":[10,34,62,77,88,98,109,126,129,137,151,160,175,178,192,233,251,281,301,338],"evaluate":[11],"level":[13],"use":[15],"through":[16],"its":[17,96,318],"strategies":[18,144],"search":[20,23,248,282,296],"engine":[21,24,249,283,297],"optimisation,":[22],"marketing,":[25,31,33,247],"content":[27,279,306],"creation,":[28],"social":[29,252],"media":[30,253],"mobile":[32,246],"email":[35,228],"on":[37,50,66,124,236,260,289,295,320],"market":[39,238,262,290,321],"share":[40,239,263],"five-star":[42,197,241],"hotels":[43,198,242,266,327],"in":[44,56,100,181,195,199,243],"Jordan.":[45,244],"The":[46,155,204,210],"current":[47,61,314],"focuses":[49],"importance":[52],"tourism":[58,101,120],"industry.":[59],"Both":[60],"potential":[63,153],"tourists":[64],"depend":[65],"communication":[68],"tools":[69],"obtain":[71],"information":[72,125],"about":[73],"services,":[74],"products,":[75],"promotions":[76],"other":[78,179,270],"related":[79],"details":[80],"online.":[81],"Digital":[82],"allows":[84],"for":[85,147],"personalised":[86],"communications":[87,127],"offers,":[89],"but":[90],"it":[91],"is":[92],"necessary":[93],"understand":[95],"types":[97],"value":[99],"activities.":[102],"As":[103],"industry":[105],"becomes":[106],"more":[107,293],"complex":[108],"competitive,":[110],"traditional":[111],"methods":[113],"may":[114],"no":[115,286],"longer":[116],"be":[117],"sufficient.":[118],"Therefore,":[119],"companies":[121],"rely":[122],"heavily":[123],"technology":[128],"work":[130],"with":[131,335],"global":[132],"networks":[134],"distribute":[136],"sell":[138],"their":[139,329],"products.":[140],"Effective":[141],"are":[145,307],"essential":[146],"increasing":[148],"online":[149],"exposure":[150],"attracting":[152],"customers.":[154],"adopted":[157],"descriptive":[159],"analytical":[161],"field":[162],"approach":[163],"collect":[165],"data":[166],"from":[167],"sample":[170,205],"managers,":[173,177],"reservations":[174],"sales":[176],"participants":[180],"process.":[184],"Moreover,":[185],"population":[187],"consisted":[188],"all":[190],"leadership":[191],"supervisory":[193],"positions":[194],"twenty-one":[196],"Jordan,":[200],"withapproximately":[201],"500":[202],"employees.":[203,209],"selected":[206],"was":[207],"222":[208],"author":[211],"also":[212,255,324],"used":[213],"PLS\u2012SEM":[215],"technique":[216],"analyse":[218],"data.":[220],"finding":[222],"revealed":[223],"that":[224,277,326],"dimensions":[225],"such":[226],"as":[227],"have":[230,256],"a":[231],"significant":[232,257],"positive":[234,258],"effect":[235,288],"Similarly,":[245],"effects":[259],"studied.":[267],"On":[268],"hand,":[271],"results":[273],"did":[274],"not":[275],"show":[276],"creation":[280,300],"optimisation":[284],"had":[285],"noticeable":[287],"share.":[291,322],"Furthermore,":[292],"studies":[294],"optimisationand":[298],"promotion":[302],"attractive":[304],"recommended,":[308],"given":[309],"inability":[311],"prove":[317],"It":[323],"recommends":[325],"strengthen":[328],"strategy":[331],"keep":[333],"pace":[334],"rapid":[336],"developments":[337],"strength":[340],"competition":[342],"across":[343],"networks.":[344]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":3}],"updated_date":"2026-09-26T08:19:03.415552","created_date":"2025-10-10T00:00:00"}