ABSTRACT: The rapid growth of e-commerce in the digital era has fundamentally transformed consumer behaviour and marketing communication strategies. It has profoundly influenced both retailers’ business strategies and consumer behaviour patterns, while also playing a significant role in shaping the…
ABSTRACT: The study focuses on how young viewers visually process short-form videos on TikTok and how the distribution of attention between the main image and the platform interface changes in the process. In an exploratory laboratory experiment, 16 participants watched…
ABSTRACT: The rise of political polarisation in Pakistan has spurred experts to pose the fundamental inquiry: what enduring repercussions will polarised politics have on Pakistan’s democratic framework? The existing evidence provides significant grounds for apprehension. One of the growing issues…
ABSTRACT: Today’s customers are not afraid to voice their opinions when they feel that a brand has done wrong. Certain customers even develop brand hate, especially when companies do not respond adequately. Against this backdrop, we investigate the roles of…
ABSTRACT: The study explores how the social origin of celebrity fame – classified as ascribed, achieved, or attributed – influences public perception of brand image. Grounded in Rojek’s (2001) typology and contemporary celebrity studies, our research investigates whether audiences recognise…
ABSTRACT: The systems and mechanisms inherent to generative artificial intelligence have sparked a digital revolution in the field of marketing and marketing communications. Artificial intelligence has enabled marketing entities to create original communication outputs in the form of personalised campaigns,…
ABSTRACT: The presented study explores the relationship between digital accessibility and marketing communication in agritourism, with a specific focus on the websites of agritourism farms in Austria, Slovakia and Czechia. The research is grounded in the Web Content Accessibility Guidelines…
ABSTRACT: This study investigates the heterogeneity of online review readers in the tourism sector by developing a comprehensive typology based on empirical data. The main aim of this study is to create a typology of review readers. The research aims…
ABSTRACT: Digital transformation has revolutionised cross-cultural communication, creating both unprecedented opportunities and complex challenges, including the persistent digital divide. This study applies a quantitative bibliometric approach to examine global research trends on the digital divide’s influence on cross-cultural communication from…
ABSTRACT: A survey was conducted on a sample of female employees in the three largest Croatian television stations (HRT, RTL, NOVA TV). The aim of the research is to determine the extent to which mobbing is present in newsrooms, and…