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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...

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 ...

This study examines how specific antecedents of social media influencers (SMIs) and artificial intelligence (AI) chatbots bolster customer engagement, which subsequently shapes online shopping intention within emerging d...

In service work, emotional demands are important due to their effects on social interactions with customers, patients, pupils, etc. The purpose of this study is to examine how emotional demands and leadership are related...

This study evaluated the effectiveness of podcasts as a strategic marketing tool for fitness clubs, focusing on their integration into marketing strategies, role in member engagement and retention, and audience perceptio...

This study investigates the impact of gamification strategies on customer churn reduction in entrepreneurial retail firms, focusing on Millennial consumers in Malaysia’s Klang Valley. Customer churn threatens profitabi...

The role of Generative Artificial Intelligence (Generative AI) in Electronic Customer Relationship Management (Electronic-CRM) systems is reshaping consumer engagement in the banking or financial industry. There is a sig...

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...

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...

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...

The article explores the conceptual foundations and strategic dimensions of logistics service management in the context of modern supply chain systems. Logistics service is viewed as a complex and dynamic system that int...

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...

Experiential marketing has emerged as a critical paradigm shift, redefining value creation in the tourism industry from functional transactions to immersive emotional engagements. This study explores this transition by e...

Replacing single use plastic packaging with repeatedly refilled reusable containers is a ‘refill on the go’ business model that can contribute to circular economy objectives. Despite potential to enable sustainable c...

IntroductionThis study explores the systems-level dynamics of menu transformation in the hospitality and food service (HaFS) sector through participatory action learning (PAL) workshops with professional chefs. Framing t...

Organisations are under increasing pressure today to provide proof of responsible performance in environmental, social, ethical, operational, customer, and financial facets. Despite the huge research effort on Green Huma...

BackgroundDigital health and connected technologies may support better health outcomes among older adults, including those with multiple chronic conditions or low engagement in health behaviors. However, initial experien...

Efficiency in higher education has increasingly come under scrutiny as student debt levels continue to increase and the quantification of the value provided to students by colleges remains elusive. Collegiate flight trai...

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...

"The steel industry faces increasing challenges in managing product diversity, maintaining competitiveness, and improving operational efficiency. Within this context, recommendation systems present a promising opportunit...