Digital marketing uses digital technologies and media to achieve marketing goals. With the advent of digital media, digital marketing strategies have gained a lot of importance among marketers to reach their target markets and improve their performance. This study aims to examine the effect of various digital marketing tools that can significantly impact the competitiveness of the restaurant industry. Restaurants have used various facets of digital marketing to attract and influence customer decisions. The study attempts to identify the digital marketing tools based on the asset-process-performance (APP) framework. The study utilises the structural equation modelling technique to determine the structural relationship among various digital marketing variables. The result indicates that social media, online branding, online advertisements, and post-service quality have a significant impact on the competitiveness of the restaurant industry. Further, the research provides implications for practitioners and policymakers.

The implementation of an innovation landscape has transformed the emerging Asia-Pacific economies in the past few decades with increased investment opportunities and multinational organizations. This review highlights the key studies and theories. In addition, the antecedents, decisions, and outcomes (ADO) framework is used to review the extant literature in the field of innovation implementation in context of both the emerging Asia-Pacific economies and developed economies. Based on literature review from 1981 to 2019, this review identifies the key theories, methods, characteristics, and contexts from emerging economies of the Asia-Pacific and developed economies perspective. The review shows that innovation implementation in emerging Asia-Pacific economies is underdeveloped and still growing. The results on emerging economies are more oriented towards the organizational antecedents rather than other aspects of developed economies. In the context of emerging economies, the basic decision variables include adoption and day-to-day decision-making based on current challenges faced by the organization. The study finds that outcomes of innovation implementation in emerging economies have not been widely investigated. Future research directions are provided in the context of emerging Asia-Pacific economies and practical implications are discussed.