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Danijel Bratina and Armand Faganel
The increased popularity of social media has greatly affected the marketing-communications activities of companies. This study seeks to understand how influencers promoting products affect their followers? purchasing intentions and attitudes towards endo...
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Dafnis N. Coudounaris, Peter Björk, Tõnis Mets, Rustam Asadli and Andreea I. Bujac
Based on the trust/commitment theory and the customer-based brand equity theory, this study aims to ascertain which of the brand equity drivers of A. Le Coq beer have an impact on attachment and its overall brand equity in the Estonian brewery market. In...
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Edison Moreno-Cardenas, Yackelin Moreno and Abel I. Barrial-Lujan
The advance of the fifth generation (5G) network globally has completely changed business models, giving rise to the birth of new companies with their business models and the adaptation of existing companies. This change is greatest in developing countri...
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Chourouk Ouerghemmi, Myriam Ertz, Néji Bouslama and Urvashi Tandon
Drawing on media richness theory, this study investigates the effect of rich media, such as virtual reality (VR), on visit intentions for a specific destination. Specifically, this research employs a mixed-method approach, using abductive theorization to...
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Nada Mallah Boustani and Claude Chammaa
This paper aims to explore Youth?s attitudes towards digital marketing utility perception and its effect on behavioral patterns in a cross-cultural perspective. The unified theory of acceptance and use of technology (UTAUT 2) model was adopted together w...
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Irina Tolstikova,Olga Ignatieva,Konstantin Kondratenko,Alexander Pletnev
Pág. 60 - 69
The article is devoted to the study of the communicative competence of the "digital generation", understood as readiness for network professional, educational and scientific integration. Researched based on a series of surveys conducted by a team of auth...
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Cailene M. Gunn, Alicia M. Amerson, Kelsey L. Adkisson and Joseph H. Haxel
Marine energy is an emerging renewable energy industry with the potential to produce 2300 terawatt-hours per year from resources within the United States. As development and testing of marine energy devices advance, regulatory and permitting decision-mak...
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Ma. Janice J. Gumasing, Yogi Tri Prasetyo, Satria Fadil Persada, Ardvin Kester S. Ong, Michael Nayat Young, Reny Nadlifatin and Anak Agung Ngurah Perwira Redi
This present research examines the behavioral intentions of Filipinos to use online grocery applications during the novel COVID-19 pandemic. The study proposes an integration of the health belief model (HBM) and the Unified Theory of Acceptance and Use o...
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Madiha Atiq, Ghulam Abid, Aizza Anwar and Muhammad Fazal Ijaz
Storytelling content is where the facts are conveyed by emotion and that make people more engaged and want to take action or change their surroundings. Stories fascinate people and can easily be remembered compared to the facts alone. The much-hyped feat...
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Christos Makris and Georgios Pispirigos
Nowadays, due to the extensive use of information networks in a broad range of fields, e.g., bio-informatics, sociology, digital marketing, computer science, etc., graph theory applications have attracted significant scientific interest. Due to its appar...
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