Purpose: The COVID-19 pandemic has, besides the health concerns, caused an unprecedented social and economic crisis that has particularly hit service industries hard. Due to extensive safety measures, many service employees have to work remotely to keep service businesses running. With limited...

Purpose New approaches in loyalty programs try to activate membership by rewarding not just financial transactions but also customer engagement. The purpose of this paper is to analyze the effect of rewarded customer engagement on loyalty intentions and behavior by applying a social media...

Purpose The purpose of this paper is to contribute to marketing communications literature by exploring consumer responses to covert advertising (CA) in a social media context. Design/methodology/approach The persuasion knowledge model was used to explore the impact of CA on brand evaluations. A...

Hochkarätige Wissenschaftler und Praktiker zeigen, wie man mit einem proaktiven Marketing dem Wettbewerb vorauseilen und nachhaltig erfolgreich sein kann. Mit dem Weitblick für Innovationen und der Antizipation von latenten Kundenbedürfnissen kann es gelingen, Kunden glücklich zu machen,...