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.
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.
