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The competition of cosmetics industry demands companies to increase customer engagement of the products. Customer engagement is a process that involves physical presence , cognitive and emotional that are confronted by h...

Digital marketing shapes each moment of the contemporary travel journey, yet limited evidence still obscures how individual tactics foster purchase decisions. This conceptual study will develop an integrative framework t...

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...

This research examines how Artificial Intelligence (AI) is used in adapting customer engagement in e-commerce in Malaysia. Many companies are turning to chatbots, recommendation systems, and personalized analytics in AI ...

The rapid advancement of artificial intelligence has transformed digital communication into increasingly complex, hybrid, and adaptive forms, giving rise to what is now conceptualized as AI-mediated communication (AI-MC)...

In the present era, due to the diffusion of technology, internet usage has increased substantially. As a result, consumers' online purchase intention increased substantially. This study examined the impact of four antece...

Durban has faced criticism for its underperformance in global business tourism, largely due to fragmented stakeholder collaboration, weak destination management, and inconsistent brand orientation. This study aims to enh...

This study examines how crisis response strategy influences brand reputation, consumer sentiment, and customer loyalty during Pertamina’s 2025 corporate scandal in Indonesia, with social media engagement tested as a mo...

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, ...

Marketing has reached the holistic concept era where a business is acting as single entity not to ignore any potential segment. Hence, companies look for profitable segments and strategies holistically for a sustainable...

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...

In recent years, sporting events have evolved into complex experiences that extend well beyond the competition itself, bringing together entertainment, community interaction, and brand engagement. In this context, unde...

Background: In a volatility, uncertainty, complexity and ambiguity (VUCA) business environment, the survival of small, medium and microenterprises (SMMEs) depends on adopting adaptive, customer-focused marketing strateg...

The purpose of this article is to conceptualise professional football as an alternative investment by focusing on multi-club ownership (MCO) as the central structure through which investors create value and manage risk. ...

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...

Social media platforms offer marketing, information dissemination, direct customer contact and optimised availability of product and service information, which influences consumer behaviour, especially among Generation Y...

The rapid digital transformation in urban environments has compelled micro, small, and medium enterprises (MSMEs) in the food and beverage sector to transition from traditional operations to digital ecosystems. This stud...

Introduction Early open fracture management aims to minimise the risk of complications. For the most severe open fracture wounds, multiple irrigation and debridement surgeries are required to overcome severe wound contam...

This article examines how B.R. Ambedkar deployed three interconnected Buddhist philosophical categories—swayambhu (self-becoming), skandha (aggregates), and anattā (selflessness)—to construct a systematic critique o...