The interactivity dimension of the internet has allowed the customer to be a part of the marketing of any brand, product, services, or other entity. To this extent, digital inbound marketing encourages a customer-centric perspective in which organizations have to focus on helping consumers and...

Technological innovation has grown at an unprecedented rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing...

The impact of the crises on national economies represented a subject of analysis and interest for a wide variety of research studies. Thus, starting from the GDP composition, the present research exhibits an analysis of the impact of European economies, at an EU level, of the events that...

A few years ago, globalization was the new paradigm in international business, however from a branding perspective it has lost its initial efficiency giving the fact that consumers do not seem to feel a connection anymore with the standardized products of global corporations, catered to them in...

The globalization, the economy’s digitization and the hyper-competition, characterizing today’s environment, have significantly changed consumer behavior in tourism. It has become a multidimensional concept, viewed as a specific result of a dynamic system of relations between processes of...

The newest channels for communicating and selling to consumers are electronic. The Internet provides consumers and marketers with more opportunities than ever in achieving a greater interaction and individualization of services. Companies can send tailored messages that engage consumers by...

As Internet use continues to increase, companies have to emphasize the understanding of the implications of its use on long term purchase behavior, in terms of satisfaction and loyalty. Ultimately, companies should be interested in consumer perceptions and the factors that play a role in...