Understanding consumer behaviour is crucial for companies operating in the food products market, which has undergone numerous changes in recent years. Consumer typology plays a vital role in the development of effective marketing strategies and in catering to diverse consumer needs. The article...

The digital advertising industry, where clients advertise to existing and potential customers through digital channels, is going through a rapid transformation. This is necessitated by evolving privacy laws such as General Data Protection Regulation (GDPR) and California Consumer Privacy Act...

Accurate prediction of customer repurchase behaviour is vital for businesses aiming to boost customer retention. This study introduces an advanced approach that merges classification algorithms with RFM analysis, a widely adopted framework in customer relationship management. The proposed models...

This research examines the cognitive and psychological mechanisms underlying young adults' reactions to ESG-labeled online advertisements, specifically resistance to persuasion and purchase intention. Based on dual-process theories of persuasion and digital literacy theory, we develop and test a...

Customer segmentation is essential in financial services for designing targeted interventions, managing dormant portfolios, and supporting marketing re-engagement strategies. Traditional approaches such as Recency-Frequency-Monetary (RFM) analysis offer interpretability but often lack the...

In uplift modeling, the goal is to identify high-value customers based on persuadable customers, those who make a purchase only if contacted. To achieve this, uplift modeling combines machine learning techniques with causal inference, allowing businesses to refine their customer targeting...

Purpose The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of...

Influencer marketing is an increasingly significant research topic, but there is a research gap when it comes to utilizing data from social media influencers' online community to identify novel consumer groups through market segmentation. To achieve this, a case study of 50 Instagram Fashion...

The purpose of this research is to investigate the effectiveness of 'sponsored' labelled targeted ads in Mauritius and whether these ads can impact the brand awareness and purchase intention of Meta group social media users. By adopting the Uses and Gratification Theory (UGT), this research...

We use a novel dataset of online advertiser performance and product sales to quantify the medium-term economic effects of Apple's App Tracking Transparency Policy (ATT). We find that ATT significantly degraded the ability by Facebook advertisers to target advertisements based on its off-platform...

Bei der Nutzung digitaler Anwendungen ist ein deutlicher Nachholbedarf des Mittelstands gegenüber Großunternehmen feststellbar, der innerhalb des heterogenen KMUSegments und in verschiedenen Anwendungsclustern wiederum unterschiedlich stark ausgeprägt ist. Vor diesem Hintergrund werden in der...

In 2022, statistical data indicated that approximately 41% of individuals aged 55 and above in India intended to increase their video streaming and TV consumption. Against this milieu, this research article explores baby boomers’ orientation toward Over-The-Top (OTT) platforms, investigating...

The agricultural sector is responsible for a large share of natural resource use and climate impact. A sustainable food system transition requires amongst others that a majority of consumers begins to eat more plant based. However, so far, only a niche or minority of consumers eats primarily...

Purpose – Ride-sharing is an economical, convenient, and environment-friendly way to travel. Robotaxi, which reflects the two themes ”ride-sharing + self-driving”, is in the “going public” stage. Therefore, pre-research on public willingness to use robotaxi is of great significance for...

Purpose: The aim of this paper is to study the factors that influence consumer behaviour through brand attachment, in the pet-friendly segment in Portugal. Pet-friendly tourism has stood out as a very recognized and valid tourism and marketing segment, growing worldwide, urging the complex...

Reducing food waste in households can be accomplished by changing several types of behavior (e.g., meal planning, food shopping, food storage, food preparation, leftover management) and by leveraging several sources of consumer motivation (financial, environmental, norm adherence). Interventions...