The purpose of this study was to investigate the mechanisms through which intimate relationships influence the business achievements of both men and women. The study involved 400 Small and Medium Enterprises (SME) entrepreneurs (177 women and 223 men) in Poland, all of whom are currently in a...

This study investigates the impact of artificial intelligence (AI) capabilities on brand management and value creation, proposing a comprehensive competitiveness framework for firms. Utilizing a panel dataset spanning 26 years across 30 countries, Arellano-Bond and Blundell-Bond System GMM...

Purpose - Social media has transformed brand communication and how consumers perceive brands. While social media influencers (SMIs) have emerged as key players in digital marketing, their impact on brand equity within the automobile sector remains underexplored. This study examines the impact of...

This study investigates the influence of store image attributes and consumer green food trust in customer satisfaction and store loyalty within the context of Vietnam's emerging food market. Grounded in the Commitment-Trust Theory, the Open Innovation Dynamics Theory and the Theory of Planned...

The rise of AI chatbots in e-commerce has revolutionized digital customer service, yet understanding the factors influencing customer adoption remains a challenge. Drawing on the Technology Acceptance Model 2 and Anthropomorphism theory, the study aims to examine how human-like interaction...

This study analyses how brands' content marketing strategies on social networks influence electronic word of mouth (eWOM), a major predictor of business success that reflects consumer engagement and shapes behaviours such as increased purchase intention, willingness to pay more, reduced...

In response to the growing importance of vocational education for youth employability, this study examines students' perceptions of dual vocational education and training (dVET) in Bulgaria, focusing on the following determinants of student loyalty (SL) and word-of-mouth communication (WOM) in...

Customer lifetime value is an important marketing metric and has applications in market segmentation, strategy development, and direct marketing programs, especially when customers are not under contract. In this research, we demonstrate the prediction of the lifetime value of patients in a...

An adaptive analytics workflow is presented for customer churn prediction, combining Principal Component Analysis for dimensionality reduction, a hybrid Modified Particle Swarm Gravitational Search Optimization (MPSO-GSO) for feature selection and hyperparameter tuning, and an ensemble learning...

This study examines Chinese hotel employees' understanding of customer relationship management (CRM) practices, with a focus on loyalty programme behaviour (LPB). Specifically, it investigates how three factors-loyalty programme (LP) awareness, LP knowledge, and LP concerns-shape employees'...

While the importance of buyer transparency in supplier innovation has been recognized, its underlying mechanisms remain underexplored. Drawing on the Motivation-Opportunity-Ability (MOA) framework, this study examines the mechanism through which buyer transparency-conceptualized as operations...

Objective:The main aim of the article is to try to characterise the impact of a business partnership on creating value (CVA - customer value added), based on mutual collaboration in the supply chain. The study looks at the aspect of creating added value through activities that create benefits to...

This research examines how brand psychological ownership, brand intimacy, and brand trust affect customer brand engagement and how customer brand engagement influences purchase intentions. Utilizing a quantitative approach, the study investigates the mediating role of customer brand engagement....

This article addresses the role of user-generated content (UGC) across the different stages of the customer journey and the decision process. Various types of UGC, such as online reviews and social media posts, significantly affect how customers engage with brands and make purchasing decisions....

The integration of social interactions with e-commerce has given rise to social commerce, creating digital environments where consumers engage with each other while shopping. Despite growing research on customer engagement in social commerce, there remains a limited understanding of how specific...

The growing dependenceon mobile technology and the drive for financial inclusivity in the developing world are driving the use of e-wallets as a key agenda for governments and FinTech solution providers. The objective of this research is to examine the factorsthat influence consumers' intention...

This research explores the language features used by leading consumer brands with successful marketing in their promotional messages. Coca-Cola, McDonald's, PepsiCo, Mondelez, and Unilever were selected because they appear in Effie's Most Effective Marketers' Index and are active on a range of...

Servicescape, the physical and social environment of a service setting, is a critical strategic tool for creating competitive advantage. While its influence on customer loyalty and electronic word-of-mouth (e-WOM) is established, the underlying psychological mechanisms remain inadequately...

This research explores the interplay between the services the Metaverse industry provides, including brand gamification, Metaverse marketing factors (novelty, interactivity, Influencer), and their impact on brand advocacy and loyalty among Generation Z within the sports industry. Employing a...