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Materias / palabras clave: Business and Economics; Consumer behavior; Negocios y economía; Conducta del consumidor; Marketing; Research; Comercialización; Investigación

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...

The paper focuses on the analysis of meat consumption patterns and the level and structure of consumption of individual types of meat, on segmenting consumers according to consumption patterns and determining the key fac...

This paper presents a systematic literature review that synthesizes existing empirical research on consumer behavior toward sustainable and agroecological food products. Following the PRISMA guidelines, the review examin...

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 ...

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...

Video conferencing services have become an essential part of modern digital life, especially in the world of remote work. Video conferencing platforms allow people to stay connected and collaborate effectively. This stud...

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...

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...

Digital marketing and social media have had a profound effect on the Romanian business landscape, presenting novel opportunities for businesses to engage with consumers, increase brand visibility, and drive growth. T...

Type of the article: Research Article AbstractLivestream commerce has become an increasingly important channel in digital fashion retail because it integrates entertainment, interaction, and real-time purchasing within ...

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...

The Advanced Air Mobility (AAM) industry is experiencing significant growth due to technological advancements and increasing demand for efficient travel experiences. The market is expected to reach $45 billion by 2030, w...

Avaliou-se o comportamento do mercado consumidor de carne suína e seus derivados em Belo Horizonte. Foram entrevistados 401 consumidores, homens e mulheres, maiores de 19 anos de idade, mantendo-se a proporcionalidade o...

The paper analysis the chocolate market in Romania, offering insights into personal consumers’ preferences. The objective of the research is to analyze the purchasing behavior and consumers’ options using quantitat...

Marketing via social media has fast communication and diverse consumers. The research applies the Pleasure-Arousal Dominance (PAD) Model to show the influence of pleasure to explain the influence of stimulation on a pers...

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...

This article provides an in-depth exploration of the phenomenon of surveillance capitalism within the framework of the global digital economy, with particular attention to the Ukrainian context. It examines how personal ...

Abstract Camel milk plays a critical role in the diet of peoples belongs to the semi-arid and arid regions. Since prehistoric times, camel milk marketing was limited due to lacking the processing facilities in the camel-...

In the ever-evolving digital era, businesses must face rapid and complex changes. New technologies, changing consumer behavior, and global challenges require business actors to have sound adaptation strategies. However, ...

This study aims to analyze the influence of price and lifestyle on purchasing decisions of imitation products in Malang City. The method used is a quantitative descriptive approach to describe the existing phenomenon. Th...

Even with the relentless introduction of digital marketing tools, e-commerce platforms are facing a noticeable plateau, evidenced by falling conversion rates and waning consumer enthusiasm. Lazada, a dominant market play...

This study examines the preferences and influences on the decisions of Croatian customers when purchasing food supplements. A survey of 312 customers of food supplements in Croatia found that distribution channels and ph...