This study explores the potential role of virtual influencers in future B2B marketing. Combining expert interviews and a literature review, the findings reveal the growing popularity of virtual influencers due to Web 3.0 and Metaverse advancements. The study suggests that virtual influencers may...

This study investigates the differences in e-mobility between urban and rural areas in Switzerland. A survey of 1,037 residents in Switzerland shows that rural areas favor e-mobility more, despite urban areas being more environmentally conscious. Rural residents prefer e-bikes and cars, while...

Apps are transforming mobility market research. This study explores how app-based technologies and AI are empowering mobility providers to gather and analyze data. Using case studies from SBB, it highlights innovative strategies for understanding customer behavior and fostering sustainable...

In the south of Austria, a new public transportation concept with bus stops on highways is being planned and tested, integrating regional public transport into urban mobility systems. The flagship project, which includes the actual construction of a highway bus stop and a survey, is intended to...

Mobility innovations such as mobility-as-a-service and autonomous driving are being piloted in model regions across Europe. However, few of the mobility innovations that are initiated are able to gain acceptance and scale, delaying the shift towards more sustainable and inclusive mobility. This...

Marketing needs to be aware of the complex nature of consumers' brand loyalty in today's attention-scarce marketplace. As such an environment poses significant challenges for consumers, they manifest and navigate brand loyalty in unique ways. An exploration of digital forums and lived...

Research shows that brands are embedded in familial consumption practices. However, it is unclear what brands can do to foster their inclusion within a practice. This article shows that brands can embed themselves in family practices by providing materials for practices, fostering extraordinary...

Traditional views of brand loyalty overlook its evolving nature in today's digital landscape. Through a systematic theoretical analysis of brand-consumer relationships, we reveal how loyalty manifests through different relationship depths and propose a conceptual framework for building...

As omnichannel shopping is becoming the norm, new tools are required for managing customer touchpoints. This article introduces a novel customer-oriented framework that combines three important levels of customer journey analysis. By identifying eight mutually exclusive customer segments, the...