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This study investigates how functional and psychological barriers influence Vietnamese consumers' attitudes toward metaverse marketing, with a specific focus on luxury brand preference. The research draws on two theories...

The aim of this article is to evaluate the effectiveness of gamification marketing strategies in territory branding and to determine their impact on consumer behavior. It has been established that one of the key challeng...

Javanese pop music holds significant potential to enter the global market; however, comprehensive marketing strategies for this genre remain underexplored in academic literature. The main issue addressed in this study is...

Este artículo busca definir al marketing de empresas como una tecnología que dictamina al sujeto cómo conducirse / gobernarse. Los estudios sociológicos sobre la definición de la subjetividad contemporánea requiere...

Recently, there has been a decline in the effectiveness of traditional marketing approaches amidst the growth of the global influencer marketing market. This article summarizes the arguments and counterarguments within t...

In this era of rapid technological advancement, the number of consumers browsing online information steadily increases. Social media platforms have emerged as a vital channel for communication and sharing information, ma...

Purpose: This study examines the influence of digital marketing and destination image on tourists’ visit decisions, with tourist trust positioned as a mediating variable in tourism destinations. Method: This study adop...

The housing industry in Jember Regency is experiencing a rapid urbanization phenomenon with a backlog of millions of units, where PT Kinansyah Group has managed to dominate the market through adaptive marketing expansion...

This study is important to answer the problems faced by culinary business owners in Ternate by examining the influence of customer orientation, competitor orientation that affects business performance and trying to trace...

Pemanfaatan digital marketing menjadi kebutuhan penting bagi UMKM untuk meningkatkan efektivitas promosi dan memperluas jangkauan pasar. Namun, UMKM Bismillah Outlet Hijab masih menghadapi kendala dalam pengelolaan data ...

Background: The expanding role of pharmacies in community health, driven by social marketing, requires careful examination. This study examines the historical environment, analyzing the themes, contributors, and trends t...

The article analyzes in detail the main aspects of promotional marketing in team building. Team building is very important for marketing campaigns as it allows for the efficient completion of tasks and the achievement of...

In the contemporary landscape of global economic development, branding has evolved into one of the most critical strategic tools for ensuring long-term competitiveness. A brand no longer serves merely as a symbolic ident...

Abstract Vitamin D deficiency is a growing public health concern among young women. Despite its essential role in bone health and immune function, behavioral barriers limit supplementation. This study evaluated the effec...

in particular, the consequences of customer relationship orientation and the use of CRM technologies as a support for analysis, data integration and access to business performance. Customer Relationship Management (CRM) ...

The Psychology of color is a scientific discipline that studies the different emotional states, behavior and mood in humans, caused by the color action. Color as a valuable tool and an integral part of marketing communic...

This study aims to systematically examine the role of influencer marketing in building consumer trust within the context of digital marketing. The rapid growth of social media has transformed marketing strategies, positi...

The article investigates the transformation of sustainability reporting from a traditional compliance tool into a strategic channel for communication and corporate reputation management. Particular attention is focused o...

This study examines the impact of the service marketing mix on customer loyalty towards travel agents in Oman after the COVID-19 pandemic. The study seeks to comprehend the influence of the service marketing mix (7Ps: Pr...

This study examines the role of influencers in digital marketing, focusing on Generation Z, who are highly responsive to social media content and trust-based interactions. Dr. Tirta, a credible doctor and sports figure, ...

Abstract Despite growing recognition of the role of employee well-being in organisational outcomes, limited empirical research has examined how employee mental health covaries with corporate sustainability through market...

INTRODUCTION. The interpretation of visual and linguistic codes, legal and ethical security, the application of technologies such as artificial intelligence, and the need to develop regulatory standards to prevent confli...

Inspired by Vargo & Lusch’s Service-Dominant Logic (SDL) and relying on the Austrian School’s individualism and subjectivism, we use knowledge from economics to better support the discussion of the primary topic of M...

The diverse behavioral patterns of consumers for purchasing products motivate the necessity for implementing tailored marketing strategies to foster sustainable business development. This research work proposes a hybrid ...