24 documents found, page 1 of 3

The Evolution of AI-Based Marketing: Trends, Challenges, and Opportunities.

This special issue explores how artificial intelligence is reshaping marketing through enhanced personalization, consumer engagement, and operational efficiency, while also addressing emerging ethical, technological, and competitive challenges in a digital, data-driven landscape.   

V-Commerce: Factors Influencing the Purchase Intention of Portuguese Consumers

Purpose: E-commerce usage is growing rapidly due to technological advancements and changes in consumer behaviour. An emerging trend in e-commerce is v-commerce, which uses immersive technologies to deliver interactive experiences for consumers. Therefore, it is essential to understand the consumer and their purchasing behaviour in this medium.Methodology: To achieve this objective, a quantitative methodology wa...

Studies on the Intersection of Marketing and Design: Trends and Impacts on Cons...

How does design interact with Marketing? Abecassis-Moedas, C. (2019) concluded through his research that there must be a commitment between design and brands. In strategic terms and according to Mohamed, K., & Adiloglu, F. (2023) brands can differentiate themselves from competitors. Design elements that are distinctive, memorable, and on-brand values can help brands stand out in a crowded market. Branding, an e...

Factors Affecting the Relationship between Brand and Digital Consumer in Portugal

The study aims to develop a theoretical model to understand which digital communication factor is most relevant in establishing a positive relationship between the brand and the consumer so that the latter becomes its organic ambassador. The authors gather empirical data through a Web-based questionnaire from 258 respondents which were all considered valid as they met the requirements of the sample selection. T...

FACEBOOK'S FEATURES AND THE IMPACT ON THE PURCHASE BEHAVIOR OF CONSUMERS OF ORG...

In the era of digital globalization, there are many behavioral changes in consumption. Most social media users use them to search for information about a product to determine whether they want to proceed with the purchase. Therefore, companies must develop digital marketing strategies for their profiles on social networks, especially in competitive markets, such as organic products. The objective of this study ...

Editorial

Understanding the difficulties of leadership in the context of social entrepren...

Female leadership is a new perspective on leadership, as they seek to bring their intrinsic characteristics to the organizational environment. This research aims to verify the difficulties of female leadership, based on the theoretical assumptions that women face in the context of social entrepreneurship. The research is descriptive with a qualitative approach and field research strategy. The data was collected...

Revisiting Strategy and Performance Concepts in the Strategy Tripod Framework

The association between Strategy and Financial Performance is commonly used in scientific research. However, the dichotomy between deliberate and emergent strategies, although already discussed by several researchers, does not have a consensus in the literature. Also, the predominant practice in the academy investigates the financial perspective of performance and usually does not consider its plural aspects. B...

Facebook's features and the impact on the purchase behavior of consumers of org...

In the era of digital globalization, there are many behavioral changes in consumption. Most social media users use them to search for information about a product to determine whether they want to proceed with the purchase. Therefore, companies must develop digital marketing strategies for their profiles on social networks, especially in competitive markets, such as organic products. The objective of this study ...

Developing a digital business incubator model to Foster Entrepreneurship, Busin...

The roles and positive impacts of business incubators, including virtual ones, in promoting entrepreneurship and innovation in multiple industries, and their consequent contributions to fostering sustainable economic growth and social development, have been highly advocated in the extant literature. Nonetheless, several authors highlight the urgent need to further carry out research concerning these structures’...