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The impact of digital transformation and digital marketing on the brand positioning and consumer behavior
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This research aimed to consider the importance of digital transformation and digital marketing on consumer behavior, along with studying the indirect impact of this relationship through brand positioning. The authors conducted a survey of 300 leaders of small and medium-sized enterprises (SMEs) on “The impact of digital transformation and digital marketing on the brand positioning and consumer behavior” through online and direct forms using pre-designed questionnaires.
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