The modern literature examines the debate concerning the influence of modern marketing services in schools. In this context, the need arises to evaluate how educational marketing finds resonance in secondary schools and how this is beneficial to the school community. This study examined the...

Sustainability discourse provides directions for sustainable development in the global context; education should be transformed to address sustainability concerns. Many universities have adopted a sustainability focus and university instructors play a vital role in inculcating sustainability...

This Special Issue examines ethics in fashion to further critical understanding of the various drivers and barriers, nuances and layers of complexity in fashion production, marketing, and consumption, and aims toward a more future-oriented perspective through the lens of ethics. Research on...

Motivated by the resource-based view (RBV) of the firm, this study explores whether mergers and acquisitions (M&As) can facilitate or impede a firm's marketing capabilities. Furthermore, this study also examines whether the influence of M&As on a firm's marketing capabilities is conditional to...

This research explores the transformative impact of Artificial Intelligence (AI) on marketing education. The study emphasizes the necessity for marketing students to acquire skills that enable them to effectively utilize AI throughout the marketing management process. By synthesizing insights...

Background/Purpose: In an increasingly competitive educational landscape, the school principal's role has expanded beyond instructional leadership to include strategic marketing responsibilities. Yet the role of marketing in school leadership remains underexplored. Our objective was to...

In the contemporary digital landscape, influencer marketing combined with advanced data analytics has become essential in fostering brand evangelism and consumer advocacy. This study examines how data-driven influencer marketing strategies influence brand loyalty and advocacy among consumers....

Influencers have been navigating the front lines of chronically online consumer culture. They've mastered the art of engaging with hyper-specific audiences, responding to fleeting trends with agility and maintaining relevance in a constantly shifting landscape. The influencer marketing strategy...

The nature of influencers' relationships with their followers is attractive to brands. However, consumers' positive feelings for their favorite influencers are not cast in stone. If influencers become more secretive and less responsive, relationships can quickly sour and fandom can turn into...

Virtual influencers have become a growing phenomenon in the digital marketing landscape. They can exist in any form-robots, animals, cartoon figures, human avatars or even aliens -and are tailored with specific personalities that emulate human traits, behaviors and interactions. This research...

Businesses embrace a tremendous shift towards service-dominant logic in order to achieve and sustain advantage. To expand its influence, marketing needs to take on a service lens as well. The customer-centric approach tries to position value generation with processes that al-low customers to...

Relationship marketing is a concept that focuses not only on increasing the volume of relationship transactions, but also on improving consumer perception. Therefore, this research aimed to evaluate the influence of relationship marketing dimensions on brand love. An explanatory study was...

Studies about entrepreneurial marketing linked with competitive advantage and sustainability in SMEs are limited in the existing literature. This study therefore aimed to investigate the relationship between entrepreneurial marketing dimensions, focusing on the mediating role of competitive...

The rapid development of artificial intelligence (AI) has significantly transformed digital marketing enhancing its effectiveness and raising new ethical and privacy concerns. This study investigates the ethical implications of AI-based digital marketing, particularly focusing on user privacy....