Frame of the research: Sustainability has emerged as a strategic lever, particularly crucial for energy-intensive companies operating within the upstream level of supply chains. These companies have to address resource scarcity and complexity while upholding sustainability goals. Purpose of the...

Improving the performance of the national hospitality industry is crucial, considering the ongoing rise in foreign and local tourist arrivals, which are estimated to be influenced by marketing strategies and the role of hotel employees. This study aims to investigate the influence of human...

The burgeoning panda tourism market in China is attracting an increasing number of domestic and international tourists. This study focuses on the Chengdu Research Base of Giant Panda Breeding as a case study and utilizes Latent Dirichlet Allocation (LDA) modeling and topic-based sentiment...

Amidst technological growth and its environmental implications, there's a global push for sustainable development using ethical methods that benefit both the planet and humanity. This underscores a rising corporate trend towards sustainability. Adopting this approach requires fresh methods and...

This study explored the relationships between sustainability reporting dimensions, media types, and stakeholder engagement in 223 upscale hotels in Malaysia. The research discovered low levels of sustainability reporting disclosure and stakeholder engagement on social media pages (Facebook)...

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...

Instead of being a mechanism used by management in the name of productivity, it is suggested that social power theory can be combined with the extended marketing mix to empower groups of actors in organisations. These two foundational rubrics usually perpetuate the status quo, but when used with...

Tourist destinations face increasing spatial, environmental, and social pressures. Therefore, it is necessary to direct the further development of tourism towards achieving overall balance, with a tendency to minimize all negative effects. One possible mechanism for establishing a harmonious...

Organizations communicate across many channels, yet official websites remain a controlled, authoritative space where firms articulate identity and strategy. This study examines how Croatia's top enterprises (n = 100) describe themselves on their websites and which emotional tones they use to...

Chapter 1: Marketing Beyond Reality: Harnessing The Metaverse for Emerging Markets -- Chapter 2: Metaverse: Immersive Marketing and Consumer Engagement in Emerging Economies -- Chapter 3: Redefining Customer Journeys in Emerging Markets: Omnichannel Marketing in the Metaverse -- Chapter 4:...

This study aims to determine the importance of factors affecting supplier selection in the pesticide distribution sector as a global emerging market and present a decision-making model for the corporate marketing strategy. Specifically, a comparative study between suppliers and retail...

Fuzzy marketing considers the degree to which a customer belongs to specific segments and subsequently allows them to be targeted with messages that engage them emotionally. To better understand the application and importance of fuzzy logic in marketing strategy, we developed a systematic...

This study explores the critical role of cultural adaptation in digital marketing strategies employed by Micro, Small, and Medium Enterprises (MSMEs) in Java, Indonesia, within the context of a rapidly digitizing marketplace and shifting consumer behaviors. The research employs a systematic...

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...

While the capability of generative AI to generate high-quality content is well-recognized, there is still a lack of in-depth research on its actual impact on marketing effectiveness within real-world marketing environments. This study addresses this gap by conducting experiments to examine the...