28 publication(s) trouvée(s)
Article scientifique
Understanding the interplay of psychological and contextual factors in green consumer behavior
Type of the article: Research ArticleAbstractThis research explores the factors that contribute to green consumer behavior in an emerging market …
Article scientifique
Interactive and personalized digital communication: Key predictors of political participation intention in young Moroccans
Through a quantitative lens, this study examines the effect of interactivity and personalization in digital communication on young individuals’ political …
Article scientifique
Exploring value co-creation strategies to improve e-reputation in the hotel industry: insights from Fez, Morocco
In the context of a rapidly evolving digital landscape, the co-creation of value with customers has gained importance in both …
Article scientifique
Customer purchase decisions of clothing amongst students in Nigerian private universities: The effect of digital advertising
With the proliferation of digital platforms, businesses, including clothing brands, increasingly leverage digital advertising to reach and engage their target …
Article scientifique
The transformative power of recommender systems in enhancing citizens’ satisfaction: Evidence from the Moroccan public sector
The study aims to specifically evaluate the potential impact of implementing AI-powered recommender systems on citizen satisfaction within Moroccan public …
Article scientifique
Market orientation and organizational performance in telecommunication: The moderating role of strategic marketing
The study examines the influence of market orientation on the performance of mobile operators in the telecommunication industry and the …
Article scientifique
Artificial intelligence and marketing innovation: The mediating role of organizational culture
The rapid advancement of artificial intelligence (AI) is transforming the e-commerce landscape, prompting businesses to adopt innovative marketing strategies. This …
Article scientifique
How consumers assess retailer brand substitution strategy: Impact of perceived similarity and consumer attachment
The objective of this study is to examine how consumers assess brand substitution strategies implemented by retailers, focusing specifically on …
Article scientifique
Social marketing efficacy in driving attitudinal changes of female students: Escapade of campus prostitution in Nigerian universities
Campus prostitution, quite different from traditional prostitution, is commonly known as “hook-up” and it is highly frowned upon as a …
Article scientifique
South African Generation Y students’ behavioral intentions to use university websites
University websites are increasingly crucial in meeting the evolving digital demands of students. To effectively manage university websites, it is …
Article scientifique
Ascertaining the antecedents of Generation Y consumers’ perceived utility of celebrity influencers’ fashion content on Instagram and consequent fashion brand predispositions and purchase intentions
The fashion apparel industry constitutes a significant global economic force. Generation Y consumers represent a sought after target market to …
Article scientifique
E-service quality and customer loyalty in the e-commerce market, South West, Nigeria: Post-COVID-19
In today’s fiercely competitive e-commerce arena, online service providers are compelled to focus on improving quality service delivery to remain …
Article scientifique
COVID-19 and the adoption of digital marketing by micro and small enterprises in Nigeria
This study aims to analyze digital marketing adoption among micro and small enterprises (MSEs) operating in Lagos State, Nigeria. This …
Article scientifique
The impact of social commerce on the purchase intentions of Millennials using Facebook
This study examined the impact of social commerce on the purchase intentions of Millennials who use Facebook by exploring how …
Article scientifique
Customer loyalty and trust in South African retail banking
Customer loyalty and trust are key elements for the success of retail banking. For this reason, it is crucial to …
Article scientifique
The effect of recruitment and selection on salesperson performance of a vehicle manufacturing company in Nigeria
Organizations should equip human resources and sales managers with the vital information and knowledge needed to recruit and select salespersons …
Article scientifique
The effect of variety seeking and status consumption on generation Y consumers’ attitude toward beauty products: The mediating role of innovativeness
The cosmetic industry is a highly lucrative market in South Africa. Individuals of the Generation Y cohort represent an essential …
Article scientifique
Cognitive categorization of new hybrid products and implicit attitude formation: Empirical study of sensory stimulation
According to social psychology researchers, categorizing a new product may involve the formation of automatic judgments at the subconscious level. …
Article scientifique
Factors influencing Generation Y male students’ fashion leadership: A marketing case
Fashion leaders significantly contribute to an economy’s clothing segment, given their unique role in influencing fashion followers to purchase fashion …
Article scientifique
Does brand personality mediate the link between social media usage and customer buying decisions on telecommunication’s products and services? Evidence from Ghana
Social media marketing has vastly benefitted businesses, including the development of brand identity via solid communication channels. Innovative marketing tools …
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