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Michael Gerlich
In recent years, a new type of influencer has emerged in the field of social media marketing: virtual influencers. Though it is spreading fast, the trend is still new and, therefore, limited research has been conducted on the topic. This study aims to in...
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Diana Rodrigues, Bruno Sousa, Sofia Gomes, José Oliveira and Eunice Lopes
Human beings are strongly influenced by their emotions; so, it is believed that building a close relationship between consumers and brands is a key factor for success. In this way, car brands are no exception, and despite facing numerous challenges assoc...
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Mochammad Maulana Hasan Jaelani, R Deni Muhammad Danial, Asep Muhammad Ramdan
Pág. 1485 - 1491
The purpose of this study is to find out the impact of marketing capability on the competitive advantage in creative economy of photograph in Sukabumi city. The object of this study is the marketing capability and competitive advantage. The research meth...
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Ammar Ali Alalawneh, Saleh Yousef S. Al-Omar and Saleh Alkhatib
Social media platforms (SMPs) have become a key source of success for many organizations in today?s complex business environment due to advancements in information and communication technologies that have created dynamic innovations. This study aims to e...
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António Cardoso, Auguste Paulauskaite, Hajar Hachki, Jorge Figueiredo, Isabel Oliveira, Reiville Rêgo, Rui Silva and Galvão Meirinhos
In this study, Airbnb?s brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship ...
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