Academic Articles & Research Papers

From ideation to execution: Unleashing the power of generative AI in modern digital marketing and customer engagement- A systematic literature review and case study

Generative Artificial Intelligence (GAI) is revolutionizing digital marketing by auto-content creation, personalized customer experience, and data-driven decisions. This study conducts a systematic literature review and case study analysis ...

Digital strategies and consumer engagement in fashion livestream commerce: A cross-market analysis

Type of the article: Research Article AbstractLivestream commerce has become an increasingly important channel in digital fashion retail because it integrates entertainment, interaction, and real-time purchasing within a single shopping en...

The influence of Artificial Intelligence chatbots on consumer behaviour in digital marketing.

Business marketing activities in Ukraine during wartime

The war in Ukraine dealt a crushing blow to the country’s economy. The relevance of the topic is due to the marketing ability to be an effective tool for restoring and developing business in Ukraine. The paper aims to define the state and p...

Bridging the Smart Tourism Skills Gap: Industry Perspectives on Fourth Industrial Revolution Competencies and Curriculum Transformation in Tourism Education

The aim of this study is to explore the adoption of Smart Tourism (ST) and Fourth Industrial Revolution (4IR) skills demanded by the tourism industry, graduate preparedness, and curriculum alignment in accommodation establishments in KwaZul...

Digital Marketing Strategies and Guest Booking Behavior in Hospitality: A Narrative Literature Review in the Philippines

The hospitality industry has been reshaped by digital transformation, with hotels and resorts increasingly relying on online platforms to attract and convert guests. This narrative literature review synthesizes studies published between 201...

Covert marketing in Social commerce: Muslim Consumers' Perception of Viral Products in the Perspective of Islamic Business Ethics

This study is motivated by the rapid development of increasingly creative digital marketing strategies that may raise ethical concerns when conducted without transparency. This study aims to analyze Muslim consumer perceptions of covert mar...

PENGARUH DIGITAL MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA STARTUP BIKE RENTAL BANANAZ BALI

The increase in international tourist every year on the island of Bali is used by tourism entrepreneurs to help the government increase regional and the state revenues. The need for transportation for travel activities provides an opportuni...

How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers

Promoting repurchase intention to existing consumers is a crucial advantage that helps businesses manage sufficient supply for their customers and ensure their business sustainability. Business managers must understand factors that can sign...

Digital Marketing Strategies in the Public Sector of Tourism: Enhancing Promotion and Engagement in the Tourism Industry

This research aims to investigate the effectiveness of digital marketing strategies in the public sector of tourism and their role in enhancing promotion and engagement within the tourism industry. The background of the study highlights the...

Quantum computing applications for Internet of Things

Abstract The rapidly developing discipline of quantum computing (QC) employs ideas from quantum physics to improve the performance of traditional computers and other devices. Because of the dramatically improved speed at which it processes ...

MARKETING ACTIVITIES OF IT COMPANIES: INFORMATION AND ORGANISATIONAL CAPABILITIES FOR DIGITAL PRODUCT DEVELOPMENT

The purpose of this article is to provide a comprehensive examination of the informational and organisational capabilities of marketing activities in the market for digital products and services. It highlights the importance of data analysi...

Directions of application of artificial intelligence in digital marketing communications

The digital transformation of modern economic life has found its reflection in the field of marketing communications, having formed a virtually new form of communication between market entities-digital. A distinctive feature of this form is...