This study evaluates the adoption of relationship marketing in rated hotels in Setif, Algeria, with a specific focus on its three core dimensions: service culture, communication, and complaints management. The findings reveal that while relationship marketing practices are indeed adopted in the studied hotels, there are critical areas that require improvement.
This paper provides a comprehensive view on marketing mix of Faber-Castell and focuses on analyzing the strengths and weaknesses. The results indicate that Faber-Castell monitors and adapts to the marketing strategies and activities to remain competitive and to respond to customer needs.
This systematic review investigates the accessibility of online master’s degree programs in the Philippines through a global marketing lens. Findings reveal persistent digital divides, particularly in rural areas (where connectivity reaches only 30-45% of urban levels), and demonstrate how targeted marketing strategies can address these barriers.
This research employs an exploratory workshop methodology to identify the core competencies required of future sales managers, aiming to bridge the gap between academic rigor and industry relevance. The findings underscore the necessity for a curriculum that harmonizes practical skill sets with theoretical groundwork while prioritizing personal traits such as ethical conduct and resilience.
This study explores the factors influencing customers’ intentions to adopt digital health services in Algeria, focusing on an extended Technology Acceptance Model (TAM). Given the growing importance of digital health solutions in enhancing healthcare accessibility and efficiency, understanding the determinants of adoption is crucial.
The dynamic field of sales is experiencing a transformation, necessitating a nuanced approach to sales management education. This research employs an exploratory workshop methodology to identify the core competencies required of future sales managers, aiming to bridge the gap between academic rigor and industry relevance.
Despite being a specific sustainable development goal (SDG), the role of consumers for sustainable consumption is still ambiguous. This is exemplified by a vast amount of research on the attitude-intention-behavior gap, which generally describes consumers’ failures to behave as sustainable as theoretically predicted. We contextualize these results and conclude our study by highlighting limitations and further research opportunities.
Research was conducted to investigate the influence of flow and social presence on users’ behavioral intention based on the perceived anthropomorphism of the conversational agent. By using a S-O-R model, we utilized a sample of 329 participants, and the results obtained through the PLS-SEM method confirm that anthropomorphism, enhanced by social cues, significantly increases behavioral intention.
The purpose of this study is to determine the effect of gender on the willingness to consume organic foods by focusing on the perception of women. This research demonstrates that both men and women are aware of their willingness to consume organic foods.
This article explores the cluster approach as a lever to stimulate innovation and entrepreneurship in the artisanal crafts sector in Algeria, focusing specifically on the clusters of brass artisans in Constantine and jewelry artisans in Batna, two departments in Algeria.
This article discusses the (re)designing of an international marketing course based on experimental learning and instructional design. The course is integrated into the local business community and uses, as an asset, a diverse student population to respond to challenges local businesses face in pursuing entrepreneurial internationalization.
This study aims to address the existing gaps in Live Stream Commerce (LSC) research by focusing on understanding the variety of LSC platforms and user motivations and behaviors within these platforms. To achieve this aim, a practical and strategic analytical framework is proposed.
The results of this research provide valuable insights for marketers and PR specialists striving to better understand how to communicate with Generation Z and how to effectively use online PR strategies for better engagement and building stronger relationships with this key demographic group.
The aim of this article is to determine the motivations behind the commitment of Algerian companies to a CSR approach. The results reveal that the motivations for commitment to a CSR approach for the Algerian agri-food companies studied are mainly linked to a number of factors: characteristics of the company, individual, institutional and organizational motivations.
This study investigates the implementation of inbound marketing by Algerian companies. Through a quantitative analysis of 117 companies across 12 sectors, it is observed that the predominant emphasis lies on attracting visitors, marking the initial phase of the inbound approach.
We conduct a study among skincare product consumers, revealing that social conformity, significantly influence reliance on peripheral cues (ratings, source credibility), however social validation does not exhibit a significant effect. Furthermore, by introducing expertise as a moderator, we observe that the direct impact of social factors becomes attenuated.
We conduct a study among skincare product consumers, revealing that social conformity, significantly influence reliance on peripheral cues (ratings, source credibility), however social validation does not exhibit a significant effect. Furthermore, by introducing expertise as a moderator, we observe that the direct impact of social factors becomes attenuated.
The article highlights how the idea of sustainability has become an integral part of the business economy, presenting more effective strategies that can be adopted within companies to gain increasingly competitive advantages linked to sustainability. The concept of green marketing, focused on promoting products and services with low environmental impact, is gaining increasing relevance in this context.
The aim of this article is to understand the phenomenon of the acquisition and use of smartphones by young Algerians, using a usage and gratification model approach and focusing on the user as the central actor. The recommended sample for this study is made up of 800 young consumers from the different states of Algeria.
The purpose of this paper is to provide a comprehensive literature review of green marketing, eco-friendly products, and green consumers aims to give information about the effect of green marketing on customers purchasing behaviors. First of all, environment and environmental problems, one of the reasons why green marketing emerged, are mentioned, and then the concepts of green marketing and green consumer are explained.
This quantitative research examines how beauty pageant sponsorships impact brand exposure and brand equity among Filipino consumers. Overall, findings show that pageant sponsorships are an effective marketing platform for increasing brand awareness, enhancing brand image, and driving consumer behavior.
This paper examines the ethical dilemma from two perspectives, namely marketing research and neuroethics. The following discourse delves into the ethical concerns derived from the existing neuromarketing literature, providing viable solutions and guidelines to effectively navigate this unexplored ethical landscape.
The purpose of this paper is to provide a comprehensive literature review of green marketing, eco-friendly products, and green consumers aims to give information about the effect of green marketing on customers purchasing behaviors. First of all, environment and environmental problems, one of the reasons why green marketing emerged, are mentioned, and then the concepts of green marketing and green consumer are explained.
The findings show that consumers’ preferences for reference points are established and structured throughout the entire buying decision process, and can be modified based on potential signals and biased approaches. As a result, there are now many possibilities for casual modeling practice in the future.
