The main objective of the study is to examine the attitudes of generations Z and Y toward food waste and to analyze the perceived role of marketing communication in shaping sustainable consumer behavior, with an emphasis on the current state of household food waste in V4 countries.
This research investigates the extent to which tourism agencies in the province of Bordj Bou Arreridj (Algeria) integrate artificial intelligence (AI) applications into their operational and strategic activities. The study further explores the key challenges hindering the effective adoption of such technologies.
This paper diagnoses and estimates current and potential changes in the Music Industry supply chain linked to the phygital (physical-digital) consumer. As technological disruption reshapes industry roles, consumer behavior is shifting toward hybrid patterns.
This study focuses on the role of perceived tobacco quality in promoting smoking cessation in Algeria through demarketing strategies, using behavioral economics as a theoretical framework. It aims to analyze the relationship between perceived tobacco quality and smoking cessation …
The study offers a replicable, low-friction design for micro-agencies seeking to scale e-commerce services while improving service quality and speed. These findings demonstrate how embedded analytics can break the assessment bottleneck, unlock latent agency capacity, and support new business models based on service-level agreements and throughput-oriented pricing.
This study summarises the performance results of social network profiles of selected Slovak theatres in the 2024/25 season. AVG proved to be a key quantitative KPI that should be monitored continuously to ensure reliable evaluation. Social media represent essential marketing communication tools that facilitate direct interaction with spectators.
The aim of this study was to examine the impact of the marketing profession on the perceived level of occupational stress among marketing professionals and to compare the findings with previous empirical research in the field of work-related stress. The results indicate that marketing professionals report significantly higher levels of stress compared to other occupational groups, particularly in connection with stressors such as time pressure, ambiguous client demands, and rapidly changing project objectives.
This study investigates the „personalisation-privacy paradox“ in AI-driven e-commerce, where consumers appreciate tailored experiences whilst growing concerned about extensive data collection by „black box“ algorithms. Satisfaction demonstrates nearly double the direct influence on purchase intent compared to trust. Critically, high privacy concerns completely nullify personalisation’s positive effects on trust.
The study offers a replicable, low-friction design for micro-agencies seeking to scale e-commerce services while improving service quality and speed. These findings demonstrate how embedded analytics can break the assessment bottleneck, unlock latent agency capacity, and support new business models based on service-level agreements and throughput-oriented pricing.
Based on the theoretical context and analytical research, the study aimed to identify the level of use of digital marketing communication tools in the context of urban tourism development in the Slovak Republic, and to analyze possible barriers and disparities in their implementation in practice.
This paper aims to present the results of customer satisfaction and loyalty research in the B2B market, focusing on the provision of technological services by a selected innovative company. Customer satisfaction in the B2B market is primarily affected by trust in the business partner, communication, professionalism, product quality, and the terms of delivery.
This study investigates the creativity process involved in product innovation within the context of an Algerian agro-food company. Findings suggest that structured modelling enhances internal coordination and supports more effective decision-making in new product development.
According to the IKEA effect, people are willing to pay more for a product they have created through their own perceived effort than they would for an off-the-shelf product. Our results show that the IKEA effect can be detected in human-AI collaboration when the product is non-physical content.
The study highlights the growing relevance of AI in the Ugandan SME ecosystem and underscores the need for digital skills development, localized AI tools, and inclusive policy support to maximize AI’s impact on business growth.
This article aims to identify and segment the potential but non-attending audiences of classical music in the Czech Republic – individuals who express a positive attitude towards classical music but have not attended any concert or festival in the past year.
This paper proposes a novel approach to identifying the factors that influence satisfaction and dissatisfaction among Algerian hotel customers through the analysis of online customer reviews. The study employs natural language processing techniques to extract and analyze data from online customer reviews.
According to the IKEA effect, people are willing to pay more for a product they have created through their own perceived effort than they would for an off-the-shelf product. Our results show that the IKEA effect can be detected in human-AI collaboration when the product is non-physical content.
This article aims to analyse and optimise marketing communication processes in selected heritage institutions, focusing on strategies that enhance visitor engagement and long-term audience development. The research adopts a qualitative approach through semi-structured interviews with managers responsible for communication.
This study extends the Technology Acceptance Model (TAM) by incorporating trust to investigate its role in shaping tourists’ adoption intentions.The findings revealed that all four hypothesized relationships were supported, indicating that perceived usefulness, perceived ease of use, attitude, and trust positively influence tourists’ intentions to adopt travel applications.
Príspevok sa zameriava na talent manažment ako súčasť strategického marketingu v organizáciách poskytujúcich sociálne služby na Slovensku. Výsledky poukazujú na nízku úroveň systematickej aplikácie talent manažmentu, napriek jeho potenciálu zlepšiť lojalitu, znížiť fluktuáciu a posilniť atraktivitu organizácie ako zamestnávateľa.
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 study investigates the role of emotional attachment in fostering lasting consumer relationships, focusing on its impact on satisfaction and loyalty within the context of a well-known Algerian brand, BIMO. Mediation analysis demonstrates that satisfaction strengthens the pathway from emotional attachment to loyalty, underscoring the importance of creating emotionally resonant brand experiences.
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.
