Marketing & Digital marketing

Reflections on marketing and digital marketing and their impact on consumption patterns.

Photo : Non-sponsored brand-related user-generated content and consumer engagement

Non-sponsored brand-related user-generated content and consumer engagement

Brand-related user-generated content (UGC) is common on social media, with consumers using UGC to express themselves, share their experiences, be entertained, informed, or socialize with others. The study investigates whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related UGC. The concept of non-sponsored brand-related UGC encapsulates various social media patterns in which individuals choose how to consume, contribute or […]

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Photo : Introducing destination brand hate: an exploratory study

Introducing destination brand hate: an exploratory study

Brand hate is a relatively new concept in the literature that aids understanding of the intense negative feelings of consumers toward brands. While research has applied this concept to product brand contexts, it has received little attention in the tourism sector. Thus, the purpose of this study is to conceptualize the notion of destination brand […]

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Photo : Getting Phygital with Consumers

Getting Phygital with Consumers

The digital era accelerated as consumer activities such as booking travel moved online thanks to smartphones, mobile apps, virtual and extended reality, and other emerging technologies. The marketplace is now a bridged environment, with tech-savvy consumers regularly crossing back and forth between physical places and digital spaces. This evolution hasn’t just delivered business customers more […]

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Photo : Designing food experiences for well-being

Designing food experiences for well-being

This special issue seeks to expand the research conducted to date, and approach the relationship between design thinking and well-being through a broad lens-focusing on food consumption activities. This special issue builds on the recent literature on food consumption and consumer well-being (Addis and Holbrook, 2019; Batat, 2019; Batat et al., 2019; Block et al. […]

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