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Grassi, Alessia. "CONSUMER ENGAGEMENT THROUGH CONTEMPORARY ART – FONDAZIONE PRADA". Global Fashion Management Conference 2019 (11.07.2019): 228–33. http://dx.doi.org/10.15444/gfmc2019.02.05.05.
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Rahmani, Shinta, Edita Rachma Kamila i Cynthia Eka Violita. "NFTs And Branding: A Marketer's Guide to The Digital Art Craze". Journal of Economic, Bussines and Accounting (COSTING) 7, nr 4 (3.06.2024): 7914–19. http://dx.doi.org/10.31539/costing.v7i4.10491.
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This research explores the integration of Non-Fungible Tokens (NFTs) into branding strategies within PT. BISI International, TBk, focusing on the agricultural sector. Utilizing a quantitative approach with a sample of 80 participants, the study investigates the direct and indirect effects of Social Media Engagement (SME) and Marketing Strategy Adoption on Consumer Perception and Market Understanding of NFTs and Branding. The findings reveal significant direct effects of Social Media Engagement and Marketing Strategy Adoption on Consumer Perception and Market Understanding of NFTs and Branding, highlighting the pivotal role of social media engagement and strategic adoption of NFTs in shaping consumer perception and market understanding. Moreover, the study identifies a significant indirect effect of Social Media Engagement on Market Understanding of NFTs and Branding through Consumer Perception, underscoring the mediating role of consumer perception in driving market understanding. However, the indirect effect of Marketing Strategy Adoption on Market Understanding of NFTs and Branding through Consumer Perception is found to be non-significant, suggesting a nuanced relationship between marketing strategy adoption, consumer perception, and market understanding. These insights provide valuable implications for marketers seeking to leverage NFTs to enhance brand positioning, consumer engagement, and market understanding within the agricultural sector.
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Grassi, Alessia. "Art to enhance consumer engagement in the luxury fashion domain". Journal of Fashion Marketing and Management: An International Journal 24, nr 3 (4.04.2020): 327–41. http://dx.doi.org/10.1108/jfmm-09-2019-0194.
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PurposeThis paper explores an opportunity for luxury fashion brands to strengthen their engagement with consumers through the arts and without undermining the exclusivity of the luxury product.Design/methodology/approachThis paper is based on an interpretive qualitative approach aiming to specifically investigate Fondazione Prada – a contemporary art gallery owned and managed by the fashion brand Prada. Data were collected through semi-structured interviews and a focus group implemented with the “mystery shopper” technique. Template analysis was used to analyse the data.FindingsFondazione Prada has the potential for a deep engagement, but specific lack of dialogue and interaction needs to be addressed. Learning from and sharing values with the public through a two-way peer conversation elicited by contemporary art will benefit both the foundation and the fashion brand, in generating value as the result of a spillover effect. Thus, a significant competitive advantage might be gained.Originality/valueThis paper extends work on consumer brand engagement in physical and non-commercial “brand's places”, by evaluating the engagement provided by contemporary art foundations owned by luxury fashion brands. By leveraging the engaging nature of contemporary art, luxury fashion brands could provide an inclusive and engaging experience without undermining the characteristic of exclusivity of the luxury product and hence, gain a significant competitive advantage for the brand.
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Li, Gang, Shihong Zhou, Zhen Kong i Mengyuan Guo. "Closed-Loop Attention Restoration Theory for Virtual Reality-Based Attentional Engagement Enhancement". Sensors 20, nr 8 (14.04.2020): 2208. http://dx.doi.org/10.3390/s20082208.
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Today, as media and technology multitasking becomes pervasive, the majority of young people face a challenge regarding their attentional engagement (that is, how well their attention can be maintained). While various approaches to improve attentional engagement exist, it is difficult to produce an effect in younger people, due to the inadequate attraction of these approaches themselves. Here, we show that a single 30-min engagement with an attention restoration theory (ART)-inspired closed-loop software program (Virtual ART) delivered on a consumer-friendly virtual reality head-mounted display (VR-HMD) could lead to improvements in both general attention level and the depth of engagement in young university students. These improvements were associated with positive changes in both behavioral (response time and response time variability) and key electroencephalography (EEG)-based neural metrics (frontal midline theta inter-trial coherence and parietal event-related potential P3b). All the results were based on the comparison of the standard Virtual ART tasks (control group, n = 15) and closed-loop Virtual ART tasks (treatment group, n = 15). This study provides the first case of EEG evidence of a VR-HMD-based closed-loop ART intervention generating enhanced attentional engagement.
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Mamali, Elizabeth, Peter Nuttall i Avi Shankar. "Formalizing consumer tribes: Towards a theorization of consumer-constructed organizations". Marketing Theory 18, nr 4 (10.04.2018): 521–42. http://dx.doi.org/10.1177/1470593118767723.
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Marketing theory on consumer tribes explores how these ephemeral collectives can grow into more formal, organizational systems that become subject to the various demands of the market. But how tribal doctrines endure in communities that are formalizing their market engagement remains under-theorized. To address this, we draw from literature on hybrid organizations and ethnographic data from an art-house cinema tribe that is formalizing its operations into what we conceptualize as a ‘consumer-constructed organization’ (CCO). We theorize CCOs as dynamic, hybrid organizational forms that balance the doctrines and characteristics of consumer tribes with their role as market actors. In addition to introducing CCOs as a theoretical and empirical point of reference in consumer research literature, we contribute by theorizing the ongoing tensions that unravel as tribal doctrines persevere or dissipate in the face of market demands and organizational formalization.
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Hollebeek, Linda D. "Individual-level cultural consumer engagement styles". International Marketing Review 35, nr 1 (12.02.2018): 42–71. http://dx.doi.org/10.1108/imr-07-2016-0140.
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Purpose While the consumer engagement (CE) concept is gaining traction in the literature, little remains known regarding the ways in which consumers displaying differing cultural traits engage with brands and their differences. The purpose of this paper is to explore CE with brands for consumers exhibiting differing cultural traits, and develop a set of research propositions for these individuals’ cognitive, emotional, behavioral, and social CE in brand interactions. These propositions, collectively, reflect consumers’ individual-level cultural CE styles – consumers’ motivationally driven disposition to think, feel, act, and relate to others in a certain manner characteristic of their specific individual cultural traits in brand interactions. Design/methodology/approach In this conceptual paper, literature is reviewed in the areas of CE and its conceptual relationship with Yoo et al.’s (2011) individual cultural values. Findings Key differences between individual-level cultural traits and consumers’ ensuing cognitive, emotional, behavioral, and social CE with brands are addressed in a set of research propositions based on Yoo et al.’s model of individual cultural values, from which the concept of individual-level cultural CE styles is developed. Research limitations/implications This research explores differences across individuals displaying differing cultural traits and their ensuing CE with brands, which remains underexplored to date. It also develops the concept of individual-level cultural CE styles, which reflect consumers’ characteristic cultural trait-based cognitions, emotions, behaviors, and social dynamics in engaging with particular brands. Practical implications The outlined managerial implications reveal that unique marketing approaches are expected to be effective for engaging consumers exhibiting different cultural traits with brands, based on their distinctive CE styles (e.g. focusing on personalized interactions/interactions that stress consumers’ similarity to and fit with salient others for individualist/collectivist consumers, respectively). Originality/value This paper makes two important theoretical contributions. First, by offering a conceptual analysis of consumers displaying differing cultural traits and their ensuing engagement with brands, it provides an early attempt to explore individual-level cultural CE-based differences. Second, it develops the concept of individual-level cultural CE styles, which is expected to hold important theoretical and managerial implications.
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Morris, Julia E. "Arts engagement outside of school: Links with Year 10 to 12 students’ intrinsic motivation and self-efficacy in responding to art". Australian Educational Researcher 45, nr 4 (28.03.2018): 455–72. http://dx.doi.org/10.1007/s13384-018-0269-8.
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Abstract This study draws on student engagement factors to examine the relationship between students’ non-school-based arts experiences on their intrinsic motivation and self-efficacy to participate in visual arts responding tasks. Visual arts responding in the curriculum includes learning about artists and artworks, decoding art and making critical judgements, and is important in building twenty-first century learning skills such as critical thinking and communication. A total of 266 Year 10 to 12 students from 18 schools in Western Australia (WA) participated in the quantitative research, which explored outside-school arts engagement as well as cognitive and psychological engagement factors in their current year of secondary schooling. The findings showed that while being an art consumer appears to impact on intrinsic motivation and self-efficacy, producing art as a hobby outside of school does not appear to do so. The research raised questions about links between practice and theory, and how to promote students’ engagement in responding.
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Himmelweit, Samuel Mohun. "Consumer literacy". International Journal of Market Research 56, nr 6 (listopad 2014): 709–16. http://dx.doi.org/10.2501/ijmr-2014-051.
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The goal of consumer policy is often to improve the functioning of markets in which consumer needs are not being met. Yet we know that consumers do not always act in their own best interests and often face detriment because of this. This paper explores the gap between the consumer capabilities of real consumers and those of the ideal consumer on which economic theory is based. By measuring what we call ‘consumer literacy’ – a combination of skills, knowledge and engagement – we find that only one in 250 consumers even approaches the ideal model, and that those most likely to are older, more educated and have a higher income. The research finds that older people score well because they are more likely to be engaged with their consumption. The paper concludes with a discussion of some of the issues sparked and questions raised by these findings.
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Scott Rader, Charles, Zahed Subhan, Clinton D. Lanier, Roger Brooksbank, Sandra Yankah i Kristin Spears. "CyberRx". International Journal of Pharmaceutical and Healthcare Marketing 8, nr 2 (27.05.2014): 193–225. http://dx.doi.org/10.1108/ijphm-05-2013-0027.
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Purpose – The purpose of this paper is to assess the state of the art in social media and pharmaceutical marketing through empirical analysis of online consumer conversations. Proliferation of social media has significantly changed traditional one-way, marketing-controlled communications. Balance of power has shifted to consumers, who use social networking sites, blogs and forums to obtain extensive brand and product information, often from each other. This prompts companies towards more intimate, transparent and constant two-way consumer engagement. Pharmaceutical marketing and direct to consumer advertising (DTCA) are not immune to this pervasive, disruptive cultural/technological phenomenon, which poses particular challenges given regulatory, legal and ethical constraints on their marketing. Design/methodology/approach – This research uses “netnographic” data collection of online conversations occurring in social media and develops an explanatory framework using grounded theory analytical methods. Findings – This research shows that significantly impactful and pervasive bonding among consumers, bloggers and unofficial “experts” about pharmaceutical offerings is widespread, and occurs regardless (and perhaps in spite of) pharmaceutical companies’ involvement. Originality/value – Considering the structure and nature of online consumer bonding, a way forward is proposed for pharmaceutical companies to implement social media strategies as part of their pharmaceutical marketing and DTCA efforts through an intermediary and interactive online presence arising from disease and health care education.
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Chen, Zhiying. "Exploring the affective factors encouraging engagement with blind boxes consumption". BCP Business & Management 18 (13.04.2022): 137–47. http://dx.doi.org/10.54691/bcpbm.v18i.547.
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The emergence of blind boxes has promoted the development of China's toy industry. The trend of blind boxes led by POP MART has made other toy brands follow the direction of releasing art toys in the form of blind boxes, and even other industries have followed the blind box surprise marketing method. This study conducted semi-structured interviews with blind box players and industry experts to investigate affective factors influencing consumers' purchasing blind boxes. The study found that consumers tend to make emotion-oriented decisions in the blind box decision-making process, mainly affected by affective motivation and emotion. Emotional influence can also be divided into integral emotion and incidental emotion. In addition, this study also found that the affective factors of first-time purchase and repeated purchase were different. There is a connection between Affective motivation and Integral/Incidental Emotion, which influences each other and promotes the consumer's purchase decision-making process. This research fills in the gaps in the classification and interaction of purchase motivation and emotional factors of surprise products in the decision-making process. It proposes a theoretical model for future research. At the same time, the consumer sentiment factors derived from the study are also beneficial to marketers to seek insight into consumers' psychological needs and conducive to the innovative application of blind box marketing in other industries.
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Apetrei, Andreea, Marius Constantin, Elena-Mădălina Deaconu, Mihai Dinu, Simona Roxana Pătărlăgeanu i Irina-Elena Petrescu. "Eco-chic or trendy-chic? Decoding consumer preferences in sustainable and fast fashion across the EU". Management & Marketing 19, nr 2 (1.06.2024): 179–210. http://dx.doi.org/10.2478/mmcks-2024-0009.
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Abstract The ongoing transformation of the fashion industry is driven by an increasing focus on sustainability, ethical practices, and responsible consumer behavior. Simultaneously, social media platforms have emerged as influential forces in this field, shaping fashion trends and consumer preferences. Despite a substantial body of literature investigating consumer preferences between fast and sustainable fashion, a gap in understanding the intricate relationship between fashion preferences, socio-economic profiling, and social media engagement is evident. Thus, this research was aimed at comparatively decoding EU consumers’ preferences for fast fashion against sustainable fashion by exploring the interplay of demographic factors ‒ age, gender, and geographical location ‒ on fashion preferences, as expressed through the digital engagement with fashion-related content on the Meta social platforms. The research methodology implied resorting to logistic regression analysis, aiming to uncover the underlying patterns that fundamentally characterize consumers’ preferences for fashion in the EU. The results provide novel insights into how digital engagement with fashion-related content can act as a barometer for regional fashion identities and preferences, useful for the identification of both convergence and inflection points. Moreover, findings offer a robust foundation for crafting strategies that promote sustainable fashion practices, tailored to specific EU age, gender, and location demographics, by leveraging the insights gained about EU consumer preferences.
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Kozinets, Robert V. "Social Brand Engagement: A New Idea". GfK Marketing Intelligence Review 6, nr 2 (1.11.2014): 8–15. http://dx.doi.org/10.2478/gfkmir-2014-0091.
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Abstract If “consumer brand engagement” is what happens in isolation, in a consumer’s own individual mind and thoughts, then “social brand engagement” is the diametrical opposite of this. Social brand engagement is a social act full of culture, meaning, language, and values. With social brand engagement, relationships widen from person-brand to person-person-brand. This can take different forms. While some consumers remain passive, others act more or less creatively in favor of or against brands. Some marketers are happy with the forms of evangelizing in which consumers simply spread brand messages. But the most authentic and believable form of endorsement, and therefore the optimal state, is marked by the creative expression and use of the brand. Here, people play positively and socially with the brand. They view it as a valued and valuable cultural resource and such social brand engagement has meaningful social, creative and productive outcomes. In successful social brand engagement, both consumers and producers play active roles, but one party has to take the lead. Companies have historically had major problems letting consumers take over some of their former responsibilities. For successful authentication to happen, however, putting consumers in the driver’s seat is sometimes—but certainly not always—necessary.
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Ali, Mubarak. "Influence of the Sub Conscious Mind in Consumer Psychology of Buying in Contemporary ERA". Shanlax International Journal of Commerce 7, nr 3 (1.07.2019): 1–10. http://dx.doi.org/10.34293/commerce.v7i3.521.
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The world is on a high with neuromarketing, the battle to conquer the unconscious mind by the retailers is intersifying. Brandhs now have the power to persuade the savvy consumer and trigger the buy button through nudging and baiting them in such a manner that they fall hook, line and sinker. retailers play with the powerful tool of brain wash and trap them with irresistible choices in absolute incredible settings. the contemporary era is about the fine art of influencing the unconscious mind. consumers are caught in the paradox of choice and the ambiguities further deepen into a cesspool of offers, paybacks, discounts, gifts vouchers and the like. the consumer's brain is hacked into by the marketers and the product positioning is irrational; there is no longer a logical and systematic process of trying to occupy the prime space in a consumer's mind but to cut into the subconscious brain to be unpredictable. the ground rules for today's consumer beahviour are engagement, likeability and paucity. people act and behave with hints and signals taken from the social interactions that they have, mainly on the social media which adds to the crucibles of thoughts and actions. the author through this paper has atttempted to understand the nauces of the psychology element in modern day consumers buying behaviour.
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Rayhaniah, Sri Ayu, i M. Tahir. "Saung Angklung Udjo's Strategy For Preserving Culture And Increasing Domestic Tourist Interest". Jurnal Manajemen Bisnis 11, nr 2 (17.07.2024): 770–84. http://dx.doi.org/10.33096/jmb.v11i2.801.
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Saung Angklung Udjo (SAU) employs various strategies to preserve angklung art and attract domestic tourists. This research explores SAU's methods, including adapting to consumer behavior, developing new business models, promoting via social media, collaborating with diverse parties, and providing scholarships. SAU innovates with educational programs and music therapy, enhancing engagement through digital promotions and expanding cultural reach through partnerships. Dynamic performance adaptations and involving children are key in attracting audiences and ensuring cultural preservation. Consequently, SAU successfully preserves angklung art while introducing cultural values to the younger generation and broader community through sustainable business strategies.
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Pütter, Michael. "The Impact of Social Media on Consumer Buying Intention". JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 3, nr 1 (2017): 7–13. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.31.3001.
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Companies throughout the world are constantly seeking new ways to reach consumers. Just a few decades ago, television and print advertising were the fundamental components of marketing strategies. In the current era, these traditional marketing streams are just a small segment of the varied approaches used to market and brand products. The increasing focus on social media shaped state of the art advertising and shifted the way companies interact with their target groups. As a result, the effective use of social media has become an essential part of creating and maintaining a competitive advantage. Subsequently, companies now place considerable value on the way in which social media can be used to shape consumer brand perception and influence their buying intention. Companies integrating a strategic approach to the use of social media will have advantages over those that do not. In assessing the impacts of social media on branding and marketing approaches, an exploration of the existing literature on social media use and brand perception can help identify emerging and successful strategies for improving consumer engagement through social media.
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Aleti, Torgeir, Jasmina Ilicic i Paul Harrigan. "Consumer socialization agency in tourism decisions". Journal of Vacation Marketing 24, nr 3 (23.03.2017): 234–46. http://dx.doi.org/10.1177/1356766717700190.
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This study introduces consumer socialization agency (CSA; i.e. the act of influencing another about consumption) as the reason why consumers learn through peer communication on social media tourism sites. Based on an online panel of 193 US consumers, the study investigated how a personal connection to a tourism site (i.e. customer engagement [CE]) and a connection with peers on social media (i.e. peer group identification) drives CSA about tourism, which, subsequently, influences learning about tourism-related consumption decisions (i.e. peer communication). Our model establishes that identification with peers on social media and CE with tourism sites are antecedents to consumer socialization. Consumers need to feel engaged with tourism social media sites to participate in socialization and feel connected to their peers on social media in general. Consumer socialization, or the willingness to teach/influence tourism-related skills to friends, influences the willingness to learn new tourism consumer skills, including tourism-related decision-making. We propose that for a tourism site to be successful, it must enable social exchange of knowledge and ideas (through enabling consumer socialization), not just individual user experience.
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Borona, Gloria, i Emmanuel Ndiema. "Merging research, conservation and community engagement". Journal of Cultural Heritage Management and Sustainable Development 4, nr 2 (17.11.2014): 184–95. http://dx.doi.org/10.1108/jchmsd-04-2013-0012.
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Purpose – Archaeological, palaeontological and geological research has been conducted in Kenya for many years. These research efforts have resulted in exceptional depth of understanding of the region's cultural heritage including those with rock art. Unfortunately, very few of the research programmes have engaged communities as active participants in conservation and consumers of the research findings. The purpose of this paper is to report how collaboration between the National Museums of Kenya and the Trust of African Rock Art (TARA) is creating a link between research, conserving heritage and community engagement. Design/methodology/approach – An overview of two rock art tourism community projects undertaken by TARA will reveal that engaging communities and disseminating research findings does not only foster preservation of sites but is critical in transforming rock art sites into economic endeavours whose outcomes are providing alternative livelihoods. Findings – Community engagement remains the only viable way of ensuring long-term conservation of heritage sites going forward. Originality/value – TARA is the only organization conducting this kind of work in the African continent. This case study therefore, provides authentic information on local community involvement as a conservation strategy in the African context.
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ANKYIAH, FRANCIS. "Mobile Marketing in the Art Industry". Journal of Social Media Marketing 2, nr 2 (27.12.2023): 20–34. http://dx.doi.org/10.33422/jsmm.v2i2.1124.
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The rising prevalence of mobile devices has transformed consumer behaviors and created new opportunities for audience engagement through mobile marketing in the art world. However, there has been limited research on implementing effective mobile strategies for art professionals. This study aimed to systematically review mobile techniques over the past five years based on academic literature and industry reports. It analyzed key mobile marketing campaigns from prominent art institutions focusing on approaches like apps, augmented reality, and location-based services. The literature revealed several important findings about mobile marketing effectiveness. According to Pew Research Center data from 2019, 81% of Americans now own smartphones frequently used for internet access, demonstrating widespread mobile access. Studies of apps found those displaying artist portfolios and enabling ticket purchases had high audience engagement. Augmented reality apps providing interactive experiences attracted more first-time museum visitors than non-users. Location services increased nearby gallery foot traffic up to 35% by capitalizing on proximity. Case studies indicate mobile strategies can significantly boost participation when integrated across digital and physical channels through profiles, ticketing, content, and location promotion to spur visits. As a result, mobile technologies may help arts institutions connect with broader demographics in novel ways. However, usability and data privacy must be addressed. The review concluded that mobile techniques are highly impactful for boosting audience involvement, working best as an omni-channel approach across platforms and interactivity. Adopting established mobile marketing best practices is essential for arts professionals and organizations to thrive in today’s digital landscape and engage wider audiences.
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Frangovska, Ana. "The Beauty and the Waste. The Trans-tactical Approach of Elpida Hadzi-Vasileva". AM Journal of Art and Media Studies, nr 33 (15.04.2024): 33–50. http://dx.doi.org/10.25038/am.v0i28.590.
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Contemporary art, reflecting present-day realities, adapts to the evolving social, technological, and societal changes in developed and capitalist-oriented countries. This adaptation involves breaking down disciplinary boundaries and embracing trans-tactics, where knowledge from diverse fields informs artistic creation. Art becomes a multifaceted endeavor, engaging with political, social, and ecological issues, contributing to deeper creativity and consumer engagement. The fusion of science, technology, and art raises ethical and aesthetic questions, particularly regarding the use of sustainable materials and environmental impact. Meanwhile, artists explore natural and cultural complexities, emphasizing political dimensions like ecology, sustainability, and social justice. Projects such as Silenthio Pathologia and Haruspex by Elpida Hadzi-Vasileva exemplify these themes, inspiring discussions on eco-social crises and sustainable practices.
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Heinz, Evi. "Margaret Anderson’s Compromise: Art and Advertising in the Little Review". Journal of Modern Periodical Studies 15, nr 1 (lipiec 2024): 46–70. http://dx.doi.org/10.5325/jmodeperistud.15.1.0046.
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ABSTRACT Despite its rhetorical attacks on “the public taste,” the Little Review carried many advertisements promoting precisely the mass consumer culture it allegedly rejected. This irreverent mixing of cultural registers has typically been read as an expression of enthusiasm vis-à-vis the social and cultural function of advertising on the part of the magazine’s editor Margaret Anderson. This article critically reexamines Anderson’s engagement with the form and function of promotional discourse to show that, rather than suspending the tension between art and advertising, she continually sought to shape her magazine’s relationship with commercial mass culture into a compromise on her own terms.
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Xia, Aimin, i Tanasorn Girum. "Art design interventions as a catalyst for sustainable development and infrastructure enhancement in intangible cultural heritage". Journal of Infrastructure, Policy and Development 8, nr 11 (21.10.2024): 8790. http://dx.doi.org/10.24294/jipd.v8i11.8790.
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This study explores the transformative role of art design interventions in the sustainable development and infrastructure enhancement of intangible cultural heritage, with a particular focus on honored brands. The research develops a framework that positions aesthetic and interactive art design interventions as pivotal components in revitalizing these brands. Aesthetic interventions translate the brand’s core philosophy, spirit, and values into compelling visual symbols, harmonizing cultural heritage with modern image design to elevate brand reputation and consumer preference. Interactive interventions enhance user experience, particularly among younger demographics, by integrating technological and entertainment-based engagement, thereby strengthening consumer loyalty and brand influence. The study further investigates how these art design interventions serve as catalysts for broader social development, contributing to the modern relevance and societal impact of time-honored brands. Additionally, it examines the impact of these interventions on sustainable development, societal support, and policy alignment. By weaving together these elements, the research underscores the critical importance of aligning brand strategies with societal goals, fostering environments where brands actively contribute to social welfare and sustainable growth. The findings offer valuable theoretical insights and practical strategies for the sustainable development of time-honored brands, providing clear directions for future research and practice.
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Moran, Gillian, Laurent Muzellec i Devon Johnson. "Message content features and social media engagement: evidence from the media industry". Journal of Product & Brand Management 29, nr 5 (16.10.2019): 533–45. http://dx.doi.org/10.1108/jpbm-09-2018-2014.
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Purpose This paper aims to uncover the drivers of consumer-brand engagement on Facebook, understood here as users’ behavioral responses in the form of clicks, likes, shares and comments. We highlight which content components, interactivity cues (calls to action [CTA]) and media richness (e.g. video, photo and text) are most effective at inducing consumers to exhibit clicking, liking, commenting and sharing behaviors toward branded content. Design/methodology/approach This study analyzes 757 Facebook-based brand posts from a media and entertainment brand over a 15-week period. It investigates the relationship between interactive cues and media richness with consumer engagement using a negative binomial model. Findings Results show positive relationships for both interactivity cues and media richness content components on increasing consumer-brand engagement outcomes. The findings add clarity to previous inconsistent findings in the marketing literature. CTAs enhance all four engagement behaviors. Media richness also strongly influences all engagement behaviors, with visual imagery (photos and videos) attracting the most consumer responses. Research limitations/implications The sampled posts pertain to one brand (a radio station) and are thus concentrated within the media/entertainment industry, which limits the generalizability of findings. In addition, the authors limit their focus to Facebook but recognize that findings may differ across more visual or textual social networking sites. Practical implications The authors uncover the most effective pairings of media richness and interactivity components to trigger marketer-desired, behavioral responses. For sharing, for example, the authors show that photo-based posts are more effective on average than video-based posts. The authors also show that including an interactive call to act to encourage one type of engagement behavior has a near-universal effect in increasing all engagement behaviors. Originality/value This study takes two widely used concepts within the communications and advertising literatures – interactivity cues and media richness – and tests their relationship with engagement using real and actual users’ data available via Facebook Insights. This method is more robust than surveys or wall scrapping, as it mitigates Facebook’s algorithm effect. The results produce more consistent relationships than previous content marketing studies to date.
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Sangiambut, Suthee, i Renee Sieber. "The V in VGI: Citizens or Civic Data Sources". Urban Planning 1, nr 2 (12.07.2016): 141–54. http://dx.doi.org/10.17645/up.v1i2.644.
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Volunteered geographic information (VGI), delivered via mobile and web apps, offers new potentials for civic engagement. If framed in the context of open, transparent and accountable governance then presumably VGI should advance dialogue and consultation between citizen and government. If governments perceive citizens as consumers of services then arguably such democratic intent elide when municipalities use VGI. Our empirical research shows how assumptions embedded in VGI drive the interaction between citizens and government. We created a typology that operationalises VGI as a potential act of citizenship and an instance of consumption. We then selected civic apps from Canadian cities that appeared to invoke these VGI types. We conducted interviews with developers of the apps; they were from government, private sector, and civil society. Results from qualitative semi-structured interviews indicate a blurring of consumer and citizen-centric orientations among respondents, which depended on motivations for data use, engagement and communication objectives, and sector of the respondent. Citizen engagement, an analogue for citizenship, was interpreted multiple ways. Overall, we found that government and developers may increase choice by creating consumer-friendly apps but this does not ensure VGI offers an act of civic participation. The burden is placed on the contributor to make it so. Apps and VGI could potentially further a data-driven and neoliberal government. Planners should be mindful of the dominance of a consumer-centric view even as they assume VGI invariably improves democratic participation.
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Tiupa, Valeri I. "Two Wings of Art Writing". Studia Litterarum 8, nr 1 (2023): 10–45. http://dx.doi.org/10.22455/2500-4247-2023-8-1-10-45.
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The article examines the correlation between aesthetic and rhetorical aspects of artistic writing in a historical perspective. Before the “aesthetic revolution” of the 18th century, which was marked with the publication of Baumgarten’s Aestheticism, written language, while possessing an essentially creative potential, was conceived purely rhetorically, not as the creation of conditional holistic worlds, but as a textforming craft of a special kind. The discovery of the creative nature of art served as a powerful impulse for its development and shaped classical European artistry. A mental crisis of artistic culture at the turn of the 19th and 20th centuries resulted in an imbalance between the aesthetic and rhetorical vectors of artistic writing. Avant-garde provocation, political engagement, and consumer fiction depreciated the aesthetic component of art from various angles. The critical discord between de-aestheticization of artistic writing and the rehabilitation of its aesthetic value was embedded in the formation of a theory of literature as a science, which took place in the polemic between “aesthetics of verbal creativity” by M.M. Bakhtin and purely rhetorical poetics of the formal school. This confrontation, which gave rise, in particular, to the phenomenon of “postmodernism,” continues to this day. It is in this confrontation that the fate of literature as an art of the word is decided.
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Burle, Peter Nyara Bashir, Ning Wang i Anding Zhu. "Investigating the Impact of the Social Media Branding on Purchase Intention in the African Context". International Journal of Economics, Business and Management Studies 9, nr 1 (26.07.2022): 39–62. http://dx.doi.org/10.55284/ijebms.v9i1.659.
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Start-ups play an important role in providing job opportunities and promoting economic development. Social media enables start-ups to reach customers at a more affordable cost than traditional channels. The present study aims to explore the possibility of using social media for African start-ups as a marketing and branding tool and to investigate the effects of social media branding on African consumers’ purchase behaviours. Multiple studies were conducted. First, two case studies of African start-ups were made to obtain feasible business models of social media branding. Then, a qualitative pilot study was conducted to explore the consensus map of social media branding from the consumers’ perspective. Finally, a model was established and verified by employing a quantitative approach. Six constructs of trust, interaction, social support, information sharing, brand relationship, and brand engagement are identified. Among them, trust plays a crucial role in the context of African markets. By using SEM testing, the present study reveals that brand relationship and brand engagement act as mediators between social media branding factors and consumers’ purchase intentions. In Africa, the idea of branding via social media is appealing for start-ups due to the emergence and growth of various social media platforms. The present study provides an overall view of social media branding for African start-ups, including business models, consumer engagement, and consumer experience. The insights and suggestions will be beneficial for African start-ups and will contribute to the African business literature.
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Kumar, Jitender, i Jogendra Kumar Nayak. "Consumer psychological motivations to customer brand engagement: a case of brand community". Journal of Consumer Marketing 36, nr 1 (14.01.2019): 168–77. http://dx.doi.org/10.1108/jcm-01-2018-2519.
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PurposeThis paper aims to explore the psychological motivations behind customers’ engagement with the brands and further investigate the effect of brand engagement on brand attachment and brand loyalty.Design/methodology/approachThe theoretical model is tested with the data collected from 282 brand community members during offline brand community events, and structural equation modeling technique is used for statistical analysis.FindingsThe results indicate that brand psychological ownership and value-congruity act as important psychological motivations for customers to engage with the brands. A sense of brand attachment mediates the relationship between brand engagement and brand loyalty.Research limitations/implicationsCurrent study was conducted on a single brand community. Future research testing and validating the proposed model for multiple brands across different product categories is suggested for the generalization of current study results. The identification and validation of psychological drivers of engagement can have major implications on the ongoing research on customer engagement concept.Practical implicationsAn effectively instilled sense of psychological ownership and value similarity notion in customers can help managers in engaging customers and capitalize on their repurchases and recommendations along with their attachment to the brands.Originality/valueThe study is unique in terms of the brand engagement model depicting the psychological antecedents to engagement with the brands and identifying the mediating role of brand attachment between brand engagement and behavioral loyalty.
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Spackman, Christy, Marisa Manheim i Shomit Barua. "Tasting Water at Canal Convergence 2021". Gastronomica 22, nr 4 (2022): 54–70. http://dx.doi.org/10.1525/gfc.2022.22.4.54.
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Consumer hesitancy around using wastewater as a drinking water source has proved a stumbling block for water reuse projects. When water professionals technologically clean up wastewater, they begin the process of making it “forget” its previous interactions with humans. Current educational and communication approaches used by water utilities, however, “forget” to engage the sociality of tasting. To activate consumers’ sensory experiences—the thing most often seen as getting in the way adoption of water reuse projects—and to investigate how tasting can help bring to remembrance the other things communities value about water, we developed a multi-modal art–science public engagement exhibit, Tasting Water. First exhibited at Scottsdale’s 2021 Canal Convergence festival and again at the 2022 AZ Water Conference, Tasting Water engaged the public and water professionals in an open-ended invitation to rethink the way they use taste within a larger series of remembering practices in evaluating their water.
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Čapienė, Aistė, Aušra Rūtelionė i Krzysztof Krukowski. "Engaging in Sustainable Consumption: Exploring the Influence of Environmental Attitudes, Values, Personal Norms, and Perceived Responsibility". Sustainability 14, nr 16 (18.08.2022): 10290. http://dx.doi.org/10.3390/su141610290.
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This study explores the links between environmental attitudes and values, personal norms, perceived responsibility, pro-environmental and prosocial engagement in sustainable consumption, and sustainable consumption behavior. Data was collected by surveying 904 Lithuanians through non-random quota sampling. Empirical research reveals that internal factors, such as environmental attitudes, values, personal norms, and perceived responsibility, have a positive direct effect on engagement with sustainable consumption. In addition, the findings indicate that pro-environmental and prosocial engagement to act as a mediator in enhancing the impact on sustainable consumer behavior. The results of this study expand the understanding of the engagement phenomena and how it can assist in shifting to sustainable consumer behavior in the Lithuanian context. Opportunities to encourage sustainable consumption behavior are presented for marketers and policy makers.
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Aghajanian, Arthur. "The Readymade as Social Exchange: Everyday Tactics of Resistance in Conceptual Art". Religions 13, nr 11 (9.11.2022): 1078. http://dx.doi.org/10.3390/rel13111078.
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Ever since Marcel Duchamp introduced the readymade, the mass-produced object has played a key role in modern and contemporary art. As commodity culture became increasingly dominant in the decades following the second world war, artists turned to the readymade in the context of two movements that continue to be influential for the art of today: Pop art and Conceptual art. In the work of many contemporary artists, we have witnessed the tendency—inspired by Pop art’s engagement with consumer culture, to heighten the fetishistic nature of the commodity image. Conversely, many artists, influenced by Conceptualism’s methods of relocating and redefining aesthetics, have employed the readymade as a device to explore how objects mediate relationships within specific cultural contexts. This essay examines the implications of both paradigms using the theology of Michel de Certeau as a point of reference. The framework of mystical Christianity found in de Certeau’s writing, particularly with regard to his theory of “everyday practices”, provides a rich interpretation of the work of John Knight and Gabriel Orozco. The conceptual practices of both artists, particularly in the examples studied here, suggest deeper spiritual themes, and demonstrate the applicability of Christian ethics to readings of contemporary art.
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Žurbi, Tina, i Diana Gregor-Svetec. "Use of QR Code in Dairy Sector in Slovenia". SAGE Open 13, nr 2 (kwiecień 2023): 215824402311770. http://dx.doi.org/10.1177/21582440231177028.
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The increasing use of smartphones has allowed quick response (QR) codes to build a stronger connection between consumers and products, enabling a bridge between offline and online products and providing quick access to product information, traceability, and food safety. This study focuses on two primary aspects: familiarity with QR codes and their usage by consumers and FMCG (fast-moving consumer goods) producers in Slovenia. Additionally, authors examined consumers’ motivations to scan QR codes for food products, particularly dairy products. Data collected through online research, interviews, and field investigations revealed that consumers rarely scan QR codes. To increase its usage, it should be included in an overall advertising campaign to provide instant benefit; consequently, it would increase consumer engagement with the product. Field research and interviews revealed that only a few packaged products are equipped with QR codes, primarily to support trade marketing activities. In addition, most consumers scan the code at home seeking information regarding its origin, which provides insights into future implementation possibilities. Furthermore, from the design point, QR codes should be positioned on the side panel of the packaging together with an invitation to motivate and explain how scanning would benefit the consumer.
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Kumar, V., i S. Mehendale. "Personality type of consumers and their engagement with brands on Instagram". CARDIOMETRY, nr 23 (20.08.2022): 468–75. http://dx.doi.org/10.18137/cardiometry.2022.23.468475.
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Social media platforms like Facebook, Twitter, Instagram, etc., help create an additional channel of communication with consumers, each offering unique value to the brand and consumers. To use the potential of these sites, brands must understand consumer psychology and behavior related to various social media sites and then devise their strategy. Although there is a rise in the number of users across social media platforms, the surge of Instagram users is substantially high, making it imperative for brands to be active on Instagram. Thus, our study aims to understand the factors affecting the positive behaviors of consumers for a brand and whether these behaviors are a result of personality types. Three personality types were, namely (i) Openness to Experience, (ii) Neuroticism, and (iii) Extroversion were considered along with two modes of interaction -(i) Broadcasting and (ii) Communicating. Also, the two relevant behaviors for customer engagement on Instagram were (i) Liking and (ii). Data for the study was collected through structured questionnaires from respondents between 18 and 28 years through convenience sampling. Exploratory Factor Analysis and Regression analysis were used to analyze the data. The study revealed that extroversion and openness to experience personality type engage through the broadcasting mode of interaction and neuroticism personality type engage through communicating mode. In addition, those who engage through broadcasting mode tend to like and comment on the brand post. On the other hand, those who use communicating mode just like on the brand post on Instagram. This study is important to understand factors affecting consumers’ Instagram behavior, which will help the brand manager, formulate a better Instagram strategy for consumer engagement.
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Säwe, Filippa, i Åsa Thelander. "The role of frames in a co-creation process". International Journal of Quality and Service Sciences 7, nr 4 (16.11.2015): 442–57. http://dx.doi.org/10.1108/ijqss-04-2014-0026.
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Purpose – This paper aims to analyze the conditions for co-creation in a non-commercial context. The particular aim is to show how a co-creative activity is framed for the participants and the consequences of the frames for the values that are co-created in the process. Design/methodology/approach – Goffman’s frame analysis is applied to investigate how co-creation is used as a marketing strategy where an art event is used as an engagement platform to involve citizens in creating visions for an urban renewal area. It is a qualitative study based on observations. Findings – The taken-for-granted ideas of the active and creative consumer along with the focus in marketing research on the positive values achieved in a co-creative process are problematic in a public context. An unreflexive use of a co-creative strategy in a non-commercial setting and using art as an engagement platform, in combination with insufficient communication about the new framings, result in no-creation of value or even co-destruction of value. Practical implications – Unclear definition of the situation for co-creation results in confusion about how to interact and how to create value. Such an outcome is highly problematic for a public organization. It is of major importance that citizens can identify and understand the type of activity. The authors argue that communication in well-defined phases of an event can facilitate desired acts of co-creation. Originality/value – Value co-creation theory has been transferred between contexts, but there are few studies of what the transfer means in terms of consumer abilities to take part in the value creation process and its rules of engagement. This study demonstrates the difficulties of moving from theory to practice when the context changes from a commercial to a public participatory one. This opens for new research venues in value co-creation and marketing theory.
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Cahaya, Yohanes Ferry, Hedwigis Esti Riwayati i Markonah Markonah. "The influence of Customer Engagement and Financial Literacy on Loyalty is mediated by Customer Trust." GATR Journal of Finance and Banking Review Vol. 8 (2) July - September 2023 8, nr 2 (29.09.2023): 97–104. http://dx.doi.org/10.35609/jfbr.2023.8.2(2).
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Objective – Using data from Bank Group Based On Core Capital (GBCC) 4 in Jabodetabek, this study aimed to assess and validate the significance of customer trust in moderating the influence of customer engagement and financial literacy on customer loyalty. Methodology – With the use of a causal approach and a total sample size of 253 respondents, the descriptive quantitative technique was employed in this study. The data were then analyzed using the PLS SEM (Partial et al. Model). Findings and Novelty – This study's findings show that while customer interaction has no effect on consumer trust, financial literacy does. consumer trust is a mediator between financial literacy and consumer loyalty. Customer trust does not act as a mediator between customer engagement and customer loyalty. Type of Paper: Empirical JEL Classification: D11, D18, I22. Keywords: Financial literacy; Customer Engagement, Customer Trust, Customer Loyalty Reference to this paper should be made as follows: Cahaya, Y.F; Riwayati, H.E; Markonah, M. (2023). The influence of Customer Engagement and Financial Literacy on Loyalty is mediated by Customer Trust, J. Fin. Bank. Review, 8(2), 97 – 104. https://doi.org/10.35609/jfbr.2023.8.2(2)
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Sumarlam, Sumarlam, Djatmika Djatmika, Yuli Widiana i Sri Budiyono. "Persuasive Speech Act Strategies of Online Fashion Sellers in Live E-Commerce: A Cyberpragmatics Approach". Theory and Practice in Language Studies 14, nr 11 (12.11.2024): 3385–93. http://dx.doi.org/10.17507/tpls.1411.07.
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Through cyberpragmatics outlook, this study explores the persuasive speech act techniques utilized by online fashion vendors during live e-commerce sessions. The study investigates how sellers utilize persuasive strategies in digital communication to influence consumer behavior and increase revenue. A mixed-methods approach is employed so that the research combines qualitative content analysis of live selling sessions with quantitative measures of engagement and conversion rates. Important discoveries show that sellers frequently use a combination of assertive, expressive, directive, commissive, and phatic speech acts, which are adapted to the dynamic and interactive nature of real-time e-commerce platforms. The implications for both sellers and digital marketing strategists underscore the importance of adaptive communication techniques in enhancing consumer engagement and optimizing sales outcomes. Furthermore, the persuasive strategies emphasize the importance of using visual aids, real-time client engagement, and personalized marketing tactics. This research contributes to the understanding of digital persuasion in e-commerce and offers insights into the evolving landscape of online retail communication.
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Susanti, Desi. "DIGITAL MARKETING TO CUSTOMER VALUE AND CUSTOMER ENGAGEMENT IN REPEAT PURCHASE ON THE MARKETPLACE". SULTANIST: Jurnal Manajemen dan Keuangan 9, nr 2 (23.12.2021): 135–46. http://dx.doi.org/10.37403/sultanist.v9i2.339.
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Digital marketing is the use of electronic media by marketers to promote products or services to the market. With the popularity of broadband Internet and the rapid development of network technology in recent years, traditional marketing has also gradually shifted to digital marketing. Likewise, consumers have started to look and be interested and switch to the marketplace. This study examines the influence of digital marketing on the marketplace. In digital marketing activities, of course, it cannot be separated from the exchange of consumer values (customer value) and the formation of engagement (customer engagement). This research was conducted by distributing questionnaires to 200 people who made repeated purchases at the marketplace in Riau Province. The results of the observations will be analyzed using the Structural Equation Model (SEM) method. The results of the analysis using the Structural Equation Model (SEM) conclude that digital marketing has a direct influence on customer value and customer engagement in the marketplace. Customer value and customer engagement have a direct influence on repeat purchases in the marketplace. And digital marketing has an indirect influence on repeat purchases through customer value and customer engagement in the marketplace.
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Staccini, Pascal, i Annie Y. S. Lau. "Consuming Health Information and Vulnerable Populations: Factors of Engagement and Ongoing Usage". Yearbook of Medical Informatics 31, nr 01 (sierpień 2022): 173–80. http://dx.doi.org/10.1055/s-0042-1742549.
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Objectives: To summarise the state of the art during the year 2021 in consumer health informatics and education, with a special emphasis on “Inclusive Digital Health: Addressing Equity, Literacy, and Bias for Resilient Health Systems”. Methods: We conducted a systematic search of articles published in PubMed using a predefined set of queries. In order to build queries, we have used a common understanding of digital inclusion. Leaving no one behind in the digital age requires not only reaching the most vulnerable populations, but also those people and population groups that are not digitally literate. It implies appropriate access, digital skills, and usability and navigability aspects in the development of technological solutions. Thus, we identified 126 potential articles for review. These articles were screened according to topic relevance and 13 were selected for consideration of best paper candidates, which were then presented to a panel of international experts for full paper review and scoring. The top five papers were discussed in a consensus meeting. Four papers received the highest score from the expert panel, and these papers were selected to be representative papers on consumer informatics for exploring inclusive digital health in the year 2021. Results: Bibliometrics analysis conducted on words found in abstracts of the candidate papers revealed five clusters of articles, where the clustering outcomes explained 93.58% of the dispersion. The first cluster analysed the use of mobile apps to improve quality of communications between racial subgroups (e.g., Black patients and their family members) and healthcare professionals, and reduce racial disparities in core palliative care outcomes. The second cluster revealed studies reporting health literacy and experience of patients with specific diseases or impairments (e.g., type 2 diabetes, asthma and deaf people). The third focused assessing the effectiveness of interactive social media interventions on changing health behaviors, health outcomes and health equity in the adult population. The fourth targeted people with limited health literacy, as well as potentially disadvantaged or marginalized groups (people with cerebrovascular or cancer problems, students with mental problems, African American Young adults), and explored how social media may help reduce health disparities and improve health outcomes. The last explored health literacy levels among groups who experience difficulties with health service engagement and retention (patients with cancer or lay consumers of online disease information). Conclusions: Although the query was built to address consumer inclusiveness and digital health, without specifying any health status or disease, COVID-19 was the topic in a lot of retrieved papers. Beyond the classic health issues targeted by social media (e.g., influencing health behaviors, from smoking and diet adherence to preventative screening and exercise habits), the pandemic has exposed many situations of vulnerability and health inequality. There is universal agreement on the necessity of a healthcare policy that addresses issues of gender, age, sexual orientation, and different cultures to ensure health equity for all, regardless of age or resources available. The place of digital health is studied both as a solution and a possible factor of accentuating healthcare disparities, inequalities, and exclusions. Healthcare providers should implement a digital health literacy plan to make sure health information technology is an option for everyone. Public health policies and health promotion strategies must focus on strengthening and adapting the digital health literacy in known vulnerable subgroups (ethnic and racial minorities, sexual and gender minorities, children and adolescents, elderly people, students population, impaired people, patients with cancer and chronic diseases) increasing citizen technology engagement and guaranteeing equity in access to information and in the skills to manage, discriminate, and apply information to health.
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Рожкова, А. Р. "The art of creating successful brand communities in the age of social media". Modern Economy Success, nr 3 (27.03.2024): 77–82. http://dx.doi.org/10.58224/2500-3747-2024-3-77-82.
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в статье рассматривается влияние социальных медиа на отношения между брендами и потребителями. Автор обращает внимание на эволюцию от линейных отношений к ярким экосистемам бренд-сообществ, которые выходят за рамки традиционных понятий покупателя и продавца. Они акцентируют внимание на значимости бренд-сообществ, которые не только участники, но и соавторы истории бренда. Методы: в качестве методов в представленном исследовании используются: наблюдение, маркетинговые исследования, методы анализа рынка. Результаты (Findings): Автор исследует, каким образом бренд-сообщества в социальных медиа стали фактором лояльности потребителей, инноваций и совместного опыта. Основываясь на этом, статья предлагает разобраться в том, как бренды и их сообщества взаимодействуют в социальных медиа и как это влияет на успех бренда. Выводы: Аутентичное вовлечение и совместное создание ценностей позволяют брендам не только удерживать внимание аудитории, но и создавать сообщества, основанные на общих ценностях и интересах. Это способствует формированию прочных связей между брендом и его потребителями, что в конечном итоге способствует увеличению лояльности, уровня удовлетворенности и продаж. the article examines the influence of social media on the relationship between brands and consumers. The author draws attention to the evolution from linear relationships to vibrant ecosystems of brand communities that go beyond traditional concepts of buyer and seller. They focus on the importance of brand communities, which are not only participants, but also co-authors of the brand’s history. Methods: the methods used in the presented research are: observation, marketing research, market analysis methods. Findings: The author explores how brand communities on social media have become drivers of consumer loyalty, innovation, and shared experiences. Based on this, the article offers an understanding of how brands and their communities interact on social media and how this affects the success of the brand. Conclusions: Authentic engagement and value co-creation enable brands to not only hold audiences' attention, but also create communities based on shared values and interests. This helps to form strong bonds between the brand and its consumers, which ultimately leads to increased loyalty, satisfaction and sales.
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Dhillon, Rati, Bhawna Agarwal i Namita Rajput. "Determining the impact of experiential marketing on consumer satisfaction: A case of India’s luxury cosmetic industry". Innovative Marketing 17, nr 4 (5.11.2021): 62–74. http://dx.doi.org/10.21511/im.17(4).2021.06.
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The growth of consumerism in the luxury cosmetic industry in India is backed by the ability and willingness of the consumers to spend money, internet penetration, awareness, and consciousness of luxury cosmetics from exposure to beauty brands. Among other methods of marketing, the adoption of experiential marketing is gaining ground. It is specifically relevant in the cosmetic industry as it creates behavioral experience, brand experience, and brand engagement for appealing to the affective, sensory, and intellectual aspects of the consumers. The study examines the impact of experiential marketing on consumer satisfaction while identifying its importance in the industry. With the help of a close-ended questionnaire, a survey was conducted to examine the perception of 820 consumers of luxury cosmetics in India. SEM analysis was conducted to examine the impact of experiential marketing on consumer satisfaction using SPSS AMOS software. Herein, experiential marketing is represented by five components i.e. relate, feel, think, act, and sense while customer satisfaction by three components i.e. overall service quality, individual experience, and service quality, and perceived expectation-actual performance. The findings of the study revealed the presence of a positive impact.
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Limantara, Quina Reivaldi. "Exploring the Role of Generative Artificial Intelligence in Crafting Brand Experiences: Insights from Selected Case Studies". International Journal of Creative Multimedia 5, nr 2 (30.09.2024): 88–100. http://dx.doi.org/10.33093/ijcm.2024.5.2.6.
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This study explores the role of Generative Artificial Intelligence (GAI) in enhancing brand experiences, focusing on selected case studies from a niche art gallery and a global beverage brand. Generative AI - a subfield of AI - is a smart tool that can autonomously generate content, offering exciting possibilities for brand storytelling and consumer engagement through descriptive text prompts. In today's experience-driven economy, brands are no longer just offering commodities, goods, and services, they are striving to create personalised experiences to make them more memorable and meaningful to customers. In the 4E’s of individual realms of experience – entertainment, education, escape, and aesthetic – powerful brand narratives are needed. Using an analysis of interviews and real-life case studies like the immersive art exhibitions at Unicorns Young Collectors Club (UYCC), Surabaya, Indonesia, and the advertising of multinational companies, Coca- Cola, this study finds that brands who utilise GAI can effectively enhance brand experiences, make brand stories feel more personal and engaging. This not only helps them stay competitive in the marketplace but also strengthens their connection with customers. In conclusion, this study contributes to our understanding of the pivotal role of Generative AI in building brand experience. While the findings offer valuable insights, further research is recommended to expand the scope and generalizability across industries and regions. Generative AI holds promise as a powerful tool for shaping the future of branding, enabling brands to create experiences that resonate with consumers in meaningful and impactful ways.
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Guan, Xinyu. "The Impact of the Digital Transformation of Chinese Cultural Products on Marketing and Communication Strategies". Communications in Humanities Research 44, nr 1 (18.10.2024): 53–59. http://dx.doi.org/10.54254/2753-7064/44/20240140.
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In an era defined by globalization and rapid technological advancement, Chinas cultural industry is undergoing a significant transformation. This study investigates the profound effects of digital transformation on Chinas cultural industry, focusing on digital cultural innovation products such as digital art, virtual reality experiences, and online cultural creations. As globalization and technological advancements reshape cultural production, dissemination, and consumption, Chinas digital cultural sector has emerged as a significant global player. This research systematically reviews literature, industry reports, and case studies to analyze how Chinese digital cultural products are influencing marketing and communication strategies. The findings reveal that advancements in virtual reality, augmented reality, and artificial intelligence are leading to the creation of immersive and diverse cultural experiences, significantly enhancing consumer engagement and market reach. The study also highlights the transformative role of digital tools in marketing, including dynamic content creation and interactive experiences, while addressing challenges such as market saturation and the need for balanced engagement strategies. Future research should incorporate quantitative and qualitative data to further explore these dynamics.
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LeRouge, Cynthia, Polina Durneva, Victoria Lyon i Matthew Thompson. "Health Consumer Engagement, Enablement, and Empowerment in Smartphone-Enabled Home-Based Diagnostic Testing for Viral Infections: Mixed Methods Study". JMIR mHealth and uHealth 10, nr 6 (30.06.2022): e34685. http://dx.doi.org/10.2196/34685.
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Background Health consumers are increasingly taking a more substantial role in decision-making and self-care regarding their health. A range of digital technologies is available for laypeople to find, share, and generate health-related information that supports their health care processes. There is also innovation and interest in home testing enabled by smartphone technology (smartphone-supported home testing [smart HT]). However, few studies have focused on the process from initial engagement to acting on the test results, which involves multiple decisions. Objective This study aimed to identify and model the key factors leading to health consumers’ engagement and enablement associated with smart HT. We also explored multiple levels of health care choices resulting from health consumer empowerment and activation from smart HT use. Understanding the factors and choices associated with engagement, enablement, empowerment, and activation helps both research and practice to support the intended and optimal use of smart HT. Methods This study reports the findings from 2 phases of a more extensive pilot study of smart HT for viral infection. In these 2 phases, we used mixed methods (semistructured interviews and surveys) to shed light on the situated complexities of health consumers making autonomous decisions to engage with, perform, and act on smart HT, supporting the diagnostic aspects of their health care. Interview (n=31) and survey (n=282) participants underwent smart HT testing for influenza in earlier pilot phases. The survey also extended the viral infection context to include questions related to potential smart HT use for SARS-CoV-2 diagnosis. Results Our resulting model revealed the smart HT engagement and enablement factors, as well as choices resulting from empowerment and activation. The model included factors leading to engagement, specifically various intrinsic and extrinsic influences. Moreover, the model included various enablement factors, including the quality of smart HT and the personal capacity to perform smart HT. The model also explores various choices resulting from empowerment and activation from the perspectives of various stakeholders (public vs private) and concerning different levels of impact (personal vs distant). Conclusions The findings provide insight into the nuanced and complex ways health consumers make decisions to engage with and perform smart HT and how they may react to positive results in terms of public-private and personal-distant dimensions. Moreover, the study illuminates the role that providers and smart HT sources can play to better support digitally engaged health consumers in the smart HT decision process.
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Sanders, W. Scott, Selene G. Phillips i Cecelia Alexander. "“Native” Advertising: An Evaluation of Nike's N7 Social Media Campaign". American Indian Culture and Research Journal 41, nr 2 (1.01.2017): 43–63. http://dx.doi.org/10.17953/aicrj.41.2.sanders.
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Although representations of Native Americans have frequently been used in advertising, historically Natives themselves have been ignored as a consumer market. This paper evaluates the Nike N7 Twitter campaign, which uses Native athletes and imagery to market to Natives, in the context of theory on marketing to ethnic minorities. Specifically, it explores whether the campaign is successfully reaching Native consumers, a historically difficult market to reach, whether advertisements must be granularly targeted to specific tribal cultures, and whether embedded ethnic cues within promotional images on the N7 account affect Twitter users' engagement with the post.
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Phua, Joe, Jhih-Syuan (Elaine) Lin i Dong Jae Lim. "Understanding consumer engagement with celebrity-endorsed E-Cigarette advertising on instagram". Computers in Human Behavior 84 (lipiec 2018): 93–102. http://dx.doi.org/10.1016/j.chb.2018.02.031.
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Schrank, Zachary, i Katrina Running. "Individualist and collectivist consumer motivations in local organic food markets". Journal of Consumer Culture 18, nr 1 (11.07.2016): 184–201. http://dx.doi.org/10.1177/1469540516659127.
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Community-Supported Agriculture programs have become a popular model for providing consumers with direct economic engagement with independent local organic farms. The degree to which Community-Supported Agriculture members are unified in their identity and consumer interests, however, is unclear. One possibility is that mostly individual interests including supposed nutritional benefits, superior taste, and avoidance of synthetic pesticides motivate Community-Supported Agriculture members. Another is that they are motivated more by environmental and economic concerns at the collective level. Our study engages this debate by analyzing emergent themes in consumers’ motivational narratives using interview data with 58 members of a Community-Supported Agriculture program in a large southwestern city in the United States. We find that Community-Supported Agriculture members are largely unified in their consumer orientation and pursue individualist and collectivist goals equally. In other words, Community-Supported Agriculture members are neither primarily altruistic nor egoistic consumers, but they approach their consumption as a holistic act. Specifically, they emphasize environmental issues and a commitment to sustainability through local organic consumption as a pathway to individual health. This suggests that an internally homogeneous, yet multidimensional, framework constitutes the motivational structure of local organic food consumption. We argue this framework aligns with an emerging eco-habitus exhibited in environmentally conscious market fields that translate into both collective and individual benefits.
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Harizi, Ariola, i Brunela Trebicka. "The Integration of Social Media in Integrated Marketing Communication: A Systematic Review and Theorical Framework". Academic Journal of Interdisciplinary Studies 12, nr 6 (5.11.2023): 159. http://dx.doi.org/10.36941/ajis-2023-0161.
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This study examines the impact and significance of integrating social media into integrated marketing communication (IMC) strategies. By analyzing the literature and synthesizing existing research, this study aims to evaluate the role of social media in enhancing communication effectiveness, consumer engagement, and brand promotion. The research objective is to assess the level of coherence and consensus among scholars regarding marketing communication strategies and explore emerging trends in social media integration within IMC. This study employs a systematic review methodology to collect and analyze relevant articles from prominent literature databases. Findings underscore the importance of IMC as a holistic approach to marketing communication and demonstrate how social media platforms facilitate two-way interaction between companies and consumers. Additionally, the analysis delves into the influence of social media on consumer perception and engagement, examines the connection between social media integration and the marketing mix, and identifies emerging trends for future research (Bry?a et al., 2022). Overall, this study provides valuable insights into the significance of social media integration within IMC strategies and offers implications for marketers to effectively leverage these platforms for improved communication outcomes.
Received: 23 May 2023 / Accepted: 12 October 2023 / Published: 5 November 2023
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Kusumasari, Kadek Elyani, i I. Gede Sanica. "STRATEGI MEMBANGUN BRAND ADVOCACY DI ERA MARKETING 4.0". JURNAL ILMIAH EDUNOMIKA 6, nr 1 (24.01.2022): 277. http://dx.doi.org/10.29040/jie.v6i1.3934.
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Conditions in the transition from traditional to digital era require a new marketing approach to assist marketers in anticipating and managing the impact of this disruptive technology. Building effective branding in the era of connectivity is by building a brand advocacy. In the past, customers went through an easy buying process, namely 4A, now the process has changed to 5A. the purpose of this research is to find out the strategy applied to build the adcocay brand in the marketing 4.0 era to consumers. This study uses descriptive qualitative and interpretive through observation, documentation, and interviews with informants. Informants in this study are active social media users and know the Gubuk Baju. the results of the research at the stage of being aware of the Gubuk Baju using social media and WOM to introduce their products.appeal stage using content marketing.at the ask stage on the social media account, the Baju Baju has provided sufficient information. If consumers want to know additional information, they can use direct messages or other platforms.at the act stage, the clothes hut provides the best service to build engagement with consumers. If the consumer is satisfied with the meal, the consumer will not hesitate to recommend it to others.
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Feng, Nan, Huanhuan Feng, Dahui Li i Minqiang Li. "Online media coverage, consumer engagement and movie sales: A PVAR approach". Decision Support Systems 131 (kwiecień 2020): 113267. http://dx.doi.org/10.1016/j.dss.2020.113267.
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Sarkar, Abhigyan, i S. Sreejesh. "Examination of the roles played by brand love and jealousy in shaping customer engagement". Journal of Product & Brand Management 23, nr 1 (11.03.2014): 24–32. http://dx.doi.org/10.1108/jpbm-05-2013-0315.
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Purpose – The purpose of the present paper is to develop and validate a scale of romantic brand jealousy and to examine the role played by the brand love-jealousy framework on consumers' active engagement. Design/methodology/approach – In order to develop and validate the romantic brand jealousy scale the present study has employed Churchill's methodology. The study has used common factor analysis and structural equation modeling using LISREL 8.72. Findings – This research provides empirical evidence for a three-item romantic brand jealousy scale. The study results indicate that the romantic jealousy scale developed is valid and reliable. It also shows that in contrast to previous literature, wherein authors found that brand love would create customer engagement, the brand love-jealousy framework would act as a better mediator to create customer engagement and also to motivate the customer to purchase the brand. Research limitations/implications – This research was conducted in a specific country (India). It would be more robust if the scale developed by this study could be examined in the context of other countries. Practical implications – This study is expected to help managers to formulate a better marketing strategy to increase customer engagement using the proposed brand love-jealousy framework. Originality/value – This research adds value to the domain of consumer psychology research by proposing that brand jealousy needs to be created along with brand love in customer's mind to augment the level of active engagement.
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Staccini, Pascal, i Annie Y. S. Lau. "Consumer Informatics and One Health: Shifting the Focus from the Individual to the Globe. Findings from the Yearbook 2023 Section on Education and Consumer Health Informatics". Yearbook of Medical Informatics 32, nr 01 (sierpień 2023): 158–68. http://dx.doi.org/10.1055/s-0043-1768749.
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Objective: To summarise the state of the art during the year 2022 in consumer health informatics and education, with a special emphasis on “One Health”. Methods: We conducted a systematic search of articles published in PubMed. We build queries to merge terms related to “consumer health informatics”, “one health”, and “digital”. We retrieved 94 potential articles for review. These articles were screened according to topic relevance and 12 were selected for consideration of best paper candidates, which were then presented to a panel of international experts for full paper review and scoring. The top five papers were discussed in a consensus meeting. Three papers received the highest score from the expert panel, and these papers were selected to be representative papers on consumer informatics for exploring one health from consumer perspective in the year 2022. Results: Bibliometrics analysis conducted on words found in abstracts of the 12 candidate papers revealed four clusters of articles, where clustering outcomes explained 96.91% of the dispersion. The first cluster composes three papers related to patient engagement in primary care practices, using digital-delivered diabetes prevention programmes, or exploring citizen involvement in co-designing environmental projects (such as air pollution exposure and health). The second cluster represents four papers related to digital health literacy and consumer behavior, such as digital vaccine literacy, and food labelling influences and whether displaying Nutri- and Eco-Score at food product level led to improved consumer choices. The third cluster consists of two papers exploring strategies to involve citizens in various science projects while analyzing the quality of citizen-collected data (e.g., mosquito bites or gastropod community dataset). The last cluster contains three papers related to the relationships between human behavior with their environment and their contribution to citizen science projects (e.g., biological water quality in the Netherlands distribution, composition, abundance of debris across sandy beaches in Australia and its regions, urbanization and reptile biodiversity across Florida). Conclusion: Traditionally, consumer health informatics focuses on providing individuals with tools and resources to actively manage their own health. By incorporating a global health (or one health) perspective, our field is now at a crossroad, demanding us to think beyond the individual and challenging us to instill the thinking that our actions not only have consequences on the individual but also on the population and the environment. Perhaps this is also a reflective time for the consumer informatics field, to consider shifting the focus from the individual to one that is more aligned with one health, helping consumers gain awareness of how their actions impact on the individual, the population and the environment, and providing them with tools to work collectively to help decide how their actions may bring benefits (as well as harms) across these levels.
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Salem, Suha Fouad. "Do Relationship Marketing Constructs Enhance Consumer Retention? An Empirical Study Within the Hotel Industry". SAGE Open 11, nr 2 (kwiecień 2021): 215824402110092. http://dx.doi.org/10.1177/21582440211009224.
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The increasing growth of new hotels in the Malaysian domestic market indicates that the hospitality and tourism industry is growing rapidly. As a result, there will be high competition as customers can easily switch from one hotel to the other. Therefore, to maintain competition in the market, it is crucial for hotels to recognize the importance of conflict handling, trust, and customer commitment in maintaining good relationships with their customers. Hence, the objective of this study is to study, relationship marketing constructs such as conflict handling, trust, and commitment are evaluated based on their direct and indirect relationships with customer retention. Overall, 188 questionnaires were collected from hotel guests in Malaysia to evaluate the structural relationships between these constructs and the performance of the measurement model using SmartPLS 3.2.3. Moreover, the importance-performance map analysis (IPMA) was used to identify measures that could be utilized to enhance management activities. The research outcomes of this study indicated that customer retention is directly influenced by conflict handling, whereas customer engagement is directly affected by trust, conflict handling, and commitment. However, conflict handling, commitment, and trust indirectly affected customer retention via customer engagement. The IPMA also revealed several aspects to help decision-makers and managers prioritize their actions efficiently. The results of this study revealed that customer engagement and conflict handling had the highest effect, whereas commitment and customer engagement had the highest performance on customer retention in the hotel industry. Therefore, to maintain customer loyalty, it is recommended that hotel managers prioritize their customers’ complaints and resolve them effectively.