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...

[Einleitung:] "Vendidi ventum" (lateinisch für Ich habe Wind verkauft) lässt sich der Bader im "Medicus" von Noah Gordon auf seinen Grabstein schreiben. Dieses Papier befasst sich mit einem Teil des Gesundheitsmarktes, der allem Anschein nach noch aus der Zeit des Medicus zu stammen scheint....

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...

The study is aimed to analyze the interrelationships of challenges of digital-marketing adoption in Fast Moving Consumer Goods (FMCG) sector in Pakistan. The design comprises of review of up-to-date literature, primary data gathering, modeling and analysis. The data are collected through survey...

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...

The behavioral theory of the firm explains how firms react to performance feedback, yet little is known about how firms integrate backward-looking feedback with forward-looking assessments of market opportunity. This study proposes and tests a retrenchment model grounded in SWOT-based behavioral...

Objective: The article aims to develop and validate a new scale - Customer Engagement Orientation (CENOR) - to measure a firm's customer engagement orientation and to provide evidence of its impact on firm performance. Although customer engagement marketing has received growing scholarly...

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...

This study aims to examine the influence of Brand Anthropomorphism on Conversational Value and Attitude Towards Communication (relevance) of Gen Y and Gen Z consumers in the context of the COVID-19 pandemic. The study considered interactive marketing strategies used by premium auto brands on...

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...

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...

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...

Frame of the research: As customer experience becomes increasingly central to brand differentiation and digitalization reshapes retail, brands must engage consumers across both physical and digital channels. This convergence has accelerated the need for 'phygital' strategies-integrated...

Purpose of the paper: This study explores the communication of corporate heritage of long-lived firms. It inductively determines the key elements that bicentennial companies typically use to convey corporate heritage through their websites. It also investigates whether and how the culture of the...

The paper explores the role of marketing stories in cultivating virtue ethics in consumers. Drawing from the philosophy and storytelling tradition of the Aristotelian tragedy along with Kierkegaard’s Either/Or and Castoriadis’ insights, it is illustrated that tragic stories can be a valuable...

This systematic literature review investigates how marketing strategies focused on sustainability affect consumer trust and sustainable branding in emerging economies, where environmental regulations are often weak or inconsistently enforced. Although interest in green business practices is...