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Purpose: The purpose of this article is to identify the use of influencer marketing in place communication. Design/methodology/approach: For this purpose, a systematic literature review was conducted using Scopus and Web of Science databases. Findings: A total of 28 articles were identified. Finally, after rejecting duplicates and publications that did not meet the established criteria, the content of 9 articles was analysed. The main thematic threads and research methods were presented and leading journals and countries addressing the analysed issues were identified. Research limitations/implications: The analysis only considers publications in English, which has the effect of limiting the number of publications analysed. Practical implications: The results show a small number of publications dedicated to this topic. The phenomenon of influencer marketing is relatively new and some of the social media platforms have been established over the last few years. This makes it clear that, despite the great popularity of influencers as brand ambassadors or creators worth including in building marketing communications, the topic still needs to be analysed, both on a practical and research basis. Originality/value: This is the first literature review focused on the issues of place marketing and influencer marketing as activities that can have a mutually beneficial impact on promoted tourism destinations. The results of the conducted analysis may be of interest to both researchers of the analysed issue and practitioners, including in particular governmental and local governmental organisations responsible for the promotion of places. [ABSTRACT FROM AUTHOR]

Purpose: To verify how and with what instruments hospital managements handle marketing communication. An important aspect of the analyses is a diagnosis of hospitals' promotional activities addressed to external and internal stakeholders, the purpose of which is to create appropriate relationships with patients and the socio-economic environment, and to build a favourable image of the medical establishment. Design/methodology/approach: The research included a study of specialist literature in the field of marketing in healthcare facilities and the execution of two individual in-depth interviews (IDI) with Dr. Radek Neuwirth, director of the Agel Třinec-Podlesí cardiology hospital operating in the border areas of Těšín Silesia in the Czech Republic, and Ms. Monika Kubalíková, PhD., who is the quality manager at this hospital. Findings: The marketing communication of hospitals has a multi-faceted nature. It can be evaluated not only from the perspective of providing information to current and future patients, but also from the point of view of the effectiveness and efficiency of promotional activities. In the long run, the competition for a favourable position in the market of medical services and for the limited financial resources of customers will be won by those hospitals which not only provide a higher standard of medical services, but which are also able to efficiently communicate with entities from the socio-economic environment. A particularly important role in this regard is played by the managerial competences of hospital executives and the optimal selection of the forms and tools of marketing communication. Research limitations/implications: In the future, it would be worthwhile to repeat the research among both actual and potential patients of specialist hospitals as well as representatives of other stakeholder groups. Practical implications: The effective management of a hospital's marketing communications provides many benefits in terms of their corporate image, which leads to market and financial advantages. The models for the optimal communication between a hospital and the public are constantly evolving, with the main emphasis now being on the growing importance of social media and inbound marketing. Originality/value: The results of the analyses have cognitive and pragmatic value, especially in the context of the implementation of hospitals' marketing communications with stakeholders. [ABSTRACT FROM AUTHOR]

This paper aims to analyse the impact of sustainable marketing communications on consumer responses, based on their ecological knowledge, customer-based brand equity, and satisfaction, and moderated by the trip purpose. Data were obtained from a survey of 303 hotel guests in Kyiv, Ukraine. This research finds that Integrated Marketing Communications consistency for sustainability significantly influences guests' ecological knowledge and brand equity, which, in turn, considerably impacts guests' satisfaction. In addition, trip purpose moderates the relationships between the proposed variables and shows significant differences in explaining the impact of sustainable message consistency and the creation of satisfaction for groups of leisure and business travellers. [ABSTRACT FROM AUTHOR]

Brand management has become a key element in museum differentiation and competitiveness. When a museum's brand is associated with a particular artist, the artist is a brand in themselves, bestowing the museum added value and shaping its personality. In recent years there has been a growing trend in museum management towards strengthening their brands. The aim of this work is to determine the elements of transmission of brand identity in museums associated with an artist based on the model proposed by Aaker [1996. Construir Marcas Poderosas. Barcelona: Gestión 2000]. A qualitative methodology based on thematic analysis has been employed to draw the main conclusions from the in-depth interviews of the directors and heads of Communication and Marketing of the Picasso museums in Spain. The results reflect that the link between brand, artist and museum is not only transmitted through the product, symbolism and organisation but also through its connection with the territory and its digital sphere. [ABSTRACT FROM AUTHOR]

The growing research on social media influencers suggests various key features of influencers and their post content but lacks a systematical view of their effects, including both direct and interaction effects, as marketing communication stimuli on followers' behavioral intentions. This research applies the elaboration likelihood model to understand the key features of influencers' marketing communication as central and peripheral factors triggering followers' message elaboration and purchase intention. A total of 487 Instagram users participated in an online survey. The results show a difference in the impact on purchase intention between the central route and the peripheral route. Central factors (i.e., post features such as perceived originality, perceived uniqueness, and perceived informativeness) have direct effects, while peripheral factors (i.e., influencer attributes such as perceived physical attractiveness, perceived trustworthiness, and perceived self-presence) primarily work through the effect of the interaction with central factors on followers' purchase intention. Among these factors, post uniqueness has the most prominent effect, and post informativeness has a consistent effect across varying scenarios of influencer features. These findings stress the importance of post content in influencers' marketing communication and add to the understanding of the interaction effects of post and influencer features on influencer marketing effectiveness. [ABSTRACT FROM AUTHOR]

This document titled "Members in the Media" provides a list of media mentions featuring members of the Society for Industrial and Organizational Psychology (SIOP) from December 3, 2023, to March 10, 2024. The mentions cover various topics such as leadership, workplace toxicity, workplace burnout and workaholism, and miscellaneous subjects. The document includes links to articles and interviews where SIOP members discuss these topics. Library patrons researching these specific areas can use this document to find potential collaborators, gather research ideas, and stay updated on the work of their fellow I-O colleagues. [Extracted from the article]

Copyright of ABI Technik is the property of De Gruyter and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study explores the relative importance of epistemic value, value for money and perceived safety in visitors' evaluation of a foreign destination. Based on a sample of 248 international tourists who visited Zanzibar between July 2021 and January 2022, the study shows that the three factors are significantly associated with overall satisfaction, subsequently affecting the visitor's willingness to recommend the destination. However, perceived safety and epistemic value also directly affect the willingness to recommend. Regarding importance, epistemic value is the most important antecedent of the willingness to recommend, while the value for money is the least important. The results imply that as destinations strive to attract international visitors following the pandemic, their marketing communications should emphasize epistemic value, overall satisfaction, and safety. [ABSTRACT FROM AUTHOR]

Rapid emergence of technology communication has demanded the business organization to adapt with the most optimal marketing approach to ensure long-term survival in the modern business environment. Research on technologies adaptation in relation to marketing were conducted in various sectors in order to study the marketing communication channels in persuading targeted customers to purchase the selling products or utilize the services offered in the market. In contrast, the advancement of technology was not thoroughly harnessed by the property sector, which lagged in adopting the innovative marketing approach to promote their selling house. Accordingly, this research is aimed at investigating the effect of marketing communication channels via the adoption of AR to encourage the intention to purchase among the targeted house buyers. A total of 130 booklets of survey forms were distributed using the self-administered method along with the prompt material of housing design in AR applications. In return, 100 booklets of survey forms were received. As a result, the findings indicated that AR application as a marketing communication channel has an impact on the intention to purchase among potential house buyers. It is expected that AR technologies would create a new norm with extraordinary modification and advancement to promote housing projects and provide guidance to the developer. This initiative is able to improve their marketing communication, thus attracting house buyers based on their interests. [ABSTRACT FROM AUTHOR]

Customer experience management is a relatively new approach which is slowly but definitely replacing the traditional way of marketing. This article aims at discussing the concept of experience, its occurrence and development and to contribute to the clarification of dilemmas, created by the findings up to date at both, conceptual and empirical levels. The review of literature presents different views concerning experiences and consumption experiences. It has been found out that the consumer has to be attracted through experiences and experiences are becoming of key importance for achieving competitive advantages, which resulted in experience economy. The latter sets a clear delineation between the services and experiences and defines experiences as the fourth economic offer. According to those who are in favour of experiential marketing only the providers who are aware that experiences are a new economic offer will survive. Consumers want products, communication and marketing campaigns which affect their senses, touch their hearts, excite their thoughts, and which can be connected and integrated into their lifestyle. Experience economy and experiential marketing triggered the creation of customer experience management, providing a managerial tool for gradual management of customer experience strategically and creatively and show how a company can create value for the customer and for the company with the help of experiences. [ABSTRACT FROM AUTHOR]

The purpose of this paper is to examine the ways in which to neutralize the country-of-origin (COO) effect (COE) in the emerging market of firms' international branding. A multiple-case study of five companies from European and Asian emerging markets – owners of household appliances brands, with data sourced from in-depth interviews and secondary sources. Companies from emerging markets neutralize the genuine COO in their international branding in various ways, for example, by applying brand or sub-brand names that do not refer to the genuine country-of-brand-origin, using slogans in foreign languages or establishing brand alliances with partners from developed countries. This study offers original insights fostering a better understanding of international branding strategies applied by emerging market companies by identifying the ways they neutralize the COE both at the brand concept level and brand marketing communication tools. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Communication Theory & Research / Iletisim Kuram ve Arastirma Dergisi is the property of Gazi University, Faculty of Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Introduction Transformations in the area of technology and communication allowing easy access to information resulted in Polish cities facing the challenge of changing their promotional activity. This activity has been largely transferred to social media. The article presents the definition of social media, their classification and the activity of large Polish cities in social media. The analysis of the collected material was carried out using classification trees. Material and methods The CAWI method was used to conduct the research in four large cities (Warszawa, Wrocław, Gdańsk and Kraków). It covered 400 residents and 400 tourists. The analysis of the collected material was carried out using classification trees. Results The application of classification trees allowed identifying the main factors influencing the frequency of using city profiles in social media by tourists and residents along with distinguishing three segments of residents and three segments of tourists using social media. The size of these segments was analysed, and thus the purpose of carrying out various activities by large tourist cities in social media. Conclusions The importance of social media in marketing communication is recognized mostly by large cities. As a result, these cities change their marketing communication strategies because there are sufficiently numerous and relatively homogeneous segments of residents and tourists who receive the message addressed to them through social media. These activities are valued by their recipients since they allow them to interact. [ABSTRACT FROM AUTHOR]

The management of marketing and communication strategies involves a complex mix of different requirements, particularly for social enterprises, which try to fulfill both social and business aims while operating in a resource‐constrained context. Although social enterprises are a rising phenomenon, the research on how these businesses communicate their activities remains in its infancy. This study builds on the theory of planned behavior and the source credibility theory, presenting a conceptual framework that distinguishes between high, moderate, and low credibility of a social enterprise's communication, to analyze its effects on potential customers' behavioral intentions. Through an online experiment with 260 subjects, the authors demonstrate that attitude toward a social enterprise, subjective norm, perceived behavioral control, and, ultimately, the intention to support a social enterprise by purchasing its products increases with the social enterprise's message credibility. The authors also present practical implications and avenues for future research on the communication of social enterprises based on the empirical findings. [ABSTRACT FROM AUTHOR]

Data from 50 interviews with media users were analysed by means of thematic qualitative text analysis, with results indicating that consumers often perceive hybrid content as a mix of information and advertising. In their study, the authors qualitatively examined consumers' perspectives and reactions to different types of content marketing products by taking paid and owned media into account. As media users are trying to avoid traditional forms of advertising like display ads, companies apply content marketing techniques such as native advertising, sponsored content, and company-owned media to reach their audiences. [Extracted from the article]

Social customer relationship management (CRM) is software that can integrate different social media channels. Using social CRM, employees can leverage social information of existing and potential customers; gain detailed market insights from their likes and dislikes; provide superior customer services; help to communicate product information more efficiently and effectively to targeted customers. The present article, thus, examines the role of social CRM capability in online marketing communication. Towards this aim, the study has developed a theoretical model based on explicit knowledge derived from the literature, as well as from the dynamic capability view (DCV) and absorptive capacity theories. The model has been validated and the hypotheses have been tested with the factor-based partial least squares (PLS) structural equation modeling (SEM) technique that analyzed the quantified responses of 310 employees of Indian firms. This research is unique and substantially contributes to extant theory and practice, as it is the only one to have extensively analyzed the role of social CRM ability in the context of online marketing communication; demonstrating, conclusively, a significant positive impact of social CRM on online marketing communication. [ABSTRACT FROM AUTHOR]

The spike in e-commerce caused by COVID-19 mandates a re-evaluation of the Elaboration Likelihood Model (ELM) vis-à-vis digital marketing communications. The experiment presented here focuses on product involvement on attitude formation and strength. A sample of 185 students was exposed to mock websites of fictitious high- and low- involvement products (a laptop and a soft drink) chosen through a free-association exercise with the involvement level measured using two independent samples of 20 and 30 students respectively. Exposure to the high involvement product website elicited a greater number of product- and website-related thoughts (central route processing) than exposure to the low involvement one (peripheral route processing). Involvement was found to influence attitude formation, but it did not affect attitude strength (measured at a later time after a single exposure). The efficacy of the measurement scales and the applicability of the ELM to the digital domain are confirmed but e-commerce marketers are advised to encourage the constantly connected 21st century consumers to regularly revisit their website to strengthen the attitudes their Marcoms have formed. Further research is required to further elucidate the changes to consumers' cognitive processes that were brought about by the COVID-19 lockdown-imposed switch to e-commerce and assess their stability. [ABSTRACT FROM AUTHOR]

This paper investigates the influence of language style (formal vs. colloquial) on the effectiveness of charitable appeals. Although prior research has found persuasive effects associated with colloquial language style, we propose that the influence of language style is context dependent. Charitable appeals generally address relatively serious topics. Since formal language style is more context congruent in communicating this seriousness, it should be more effective in expressing the emotional arousal or the effort of the communicator, which we expected to result in greater charitable support. Across four studies, we provide important insights on how charitable organizations can better align language style to increase donor support. We find that formal language style (vs. colloquial) results in greater charitable support. We also find evidence for the underlying role of perceptions of emotional arousal, as in indication of effort, in this relationship. Lastly, we find support for a moderator related to one's prior beliefs. Since individuals with high just‐world beliefs are motivated to vary their prosocial behaviors, we find a moderating effect of just‐world beliefs, but only when the belief is high, that is, when individuals seek accountability. [ABSTRACT FROM AUTHOR]

"I shop therefore I am" (R. Campbell), or putting it differently, we are what we buy, and the way we make our purchases influences the future choices of economic decision-makers. Therefore, our decisions are crucial in defining the future sustainability of the whole system. Despite the plethora of initiatives introduced to enhance consumers' consciousness, the gap between ideal and real consumption attitude still exists and is a non-negligible problem, since subjects' sustainability intention is not always followed by sustainable consumption. Therefore, by employing a natural field experiment, the present work explores consumers' real behavior toward sustainable switching. Specifically, this study examines how the impact of targeted communication leads to a market basket sustainable shift. Indeed, we observe how the consumer's basket composition varies from control (where no targeted communication is included) to treatment (where specific and detailed communication is introduced through ad-hoc on-site banner signals). Results show the positive impact of the communication; after the introduction of the communication, the share of sustainable products is higher compared with the non-sustainable set of products. As a further extension, we consider the role played by product aesthetics: even if the effect is marked for sustainable products preserving the characteristics of the conventional substitute, such effect vanishes when a subset of radically different products is considered. [ABSTRACT FROM AUTHOR]

Marketing researchers and marketers have long focused on the importance of resources: organizations having enough raw materials, advertising budget, distribution and supply facilities, data, technology, money, connections, time, or employees. However, these only become valuable to the organization when people identify them as potential resources and then use them adeptly. In this conceptual paper, we argue that understanding the process of identifying and creating resources is essential to understanding organizational success. We introduce the Cultural Knowledge Perspective. The perspective refocuses attention on the process by which people use and extend their cultural knowledge to identify latent materials, materials that have resource potential, and the process by which cultural knowledge is used to activate latent materials to create actual resources. We bring together and build on disparate research in marketing, sociology, and management to show the importance of understanding how the cultural knowledge of marketers and consumers is deployed for resource creation. In doing so, we show how this perspective opens avenues for hiring marketing talent, product development, marketing communications, and marketing education. [ABSTRACT FROM AUTHOR]

Previouswork in slogan generation focused on utilising slogan skeletons mined from existing slogans. While some generated slogans can be catchy, they are often not coherent with the company's focus or style across their marketing communications because the skeletons are mined from other companies' slogans. We propose a sequence-to-sequence (seq2seq) Transformer model to generate slogans from a brief company description. A naïve seq2seq model fine-tuned for slogan generation is prone to introducing false information. We use company name delexicalisation and entity masking to alleviate this problem and improve the generated slogans' quality and truthfulness. Furthermore, we apply conditional training based on the first words' part-of-speech tag to generate syntactically diverse slogans. Our best model achieved a ROUGE-1/-2/-L $\mathrm{F}_1$ score of 35.58/18.47/33.32. Besides, automatic and human evaluations indicate that our method generates significantly more factual, diverse and catchy slogans than strong long short-term memory and Transformer seq2seq baselines. [ABSTRACT FROM AUTHOR]

“Traditional” digital marketing campaigns are based primarily on a priori geotargeting, augmented with profiling of potential consumers based on language, sociodemographics, interests and preferences. A step ahead is when experimental results from A/B testing are used for more precise retargeting, in order to prove in a statistically significant way the direction and size of the effect of a potential communication marketing impact. Through the application of uplift modelling, it is possible to complement the experimental data from A/B testing by identifying the effect of specific marketing treatments (e.g. a specific message, alternative display ad design, web page layout and/or change in price offer) on specific individuals as opposed to an overall increase or decrease in conversion rates caused by the impact. This technique can help evaluate and predict their responses through supervised machine-learning classification algorithms. This nuanced analysis allows for personalized targeting of marketing communication to only leads who are likely to respond positively to an impact. This paper proposes and demonstrates a prototype model for optimal retargeting of customers based on machine learning algorithms and open-source programming. [ABSTRACT FROM AUTHOR]

Sports in Romania is experiencing a surge of popularity and desire to improve in all areas, after years of decline in which the statics have raised concerns. Enabling this industry with a clear plan and raising the standards is paramount for the future development of the sports scene. In this context, the present paper aims to explore the National Sports Strategy of Romania (NSS23), with the objective of identifying key success factors related to marketing and communication and determining whether they can be measured against future success. A content analysis of the NNS23 was conducted. Compliant items include clear objectives and methods, a statement of ownership and responsibility, and the beneficiaries. The analysis revealed that the document is missing some data, such as limitations, terms of quality and resources, which must be included to measure the success of the strategy. Additionally, it was found that in its current form, the NSS23 cannot be accurately measured against future success due to the lack of financial and capacity resources related to marketing and communication. Suggested amendments can help to ensure that the strategy is complete and can be properly assessed against future success. Future research directions are proposed to explore the NSS23. [ABSTRACT FROM AUTHOR]

This experimental design is conducted by applying laboratory experiments to investigate the effects of intentional manipulations on participating subjects. In detail, this research attempts to examine the quality of advertising proxies in marketing communication affected by Advertising Format and Advertising Literacy. The first experiment involves 100 participants who are randomly given interactive or non-interactive advertising from a peer. In the second experiment, 226 undergraduate students of Mulawarman University, Indonesia, are randomly assigned to eight designated situations. Looking at this study's results, improving entertaining features (Advertising Format) in advertising is found to deliver a significantly positive effect to attract consumers' attention. The Advertising Literacy variable is discovered to negatively affect the quality of advertising in a weak consumer tie. Hence, this study suggests that advertising literacy expectedly decreases consumers' perceived value of advertising and lessens their intentions to share. This paper will contribute to the marketing and advertising literature to design an online advertisement on Instagram. [ABSTRACT FROM AUTHOR]

Projective techniques are a type of qualitative methodology that have rarely been applied to cosmetic products. In this study, 334 women completed an online survey aiming to explore their perception of an after‐shower oil with olive oil, applying three variants of the completion projective technique (story completion, sentence completion, and dialogue completion). Even though 36% of the assessors intended to buy and try the product, some aspects discouraged other consumers from buying it, such as the belief that the product will leave a greasy and sticky sensation on the skin (36.4%) and the intense disagreeable smell (28.7%) that it might have. The lack of knowledge of several consumers regarding the effects of olive oil on the skin was also evident. This study allowed us to define important aspects to be considered during the design of a new cosmetic containing olive oil. The information obtained might also be used to plan strategies of communication and position of the product in the market. Practical Applications: The application of completion projective techniques to study consumers' perception of a novel cosmetic product allows us to obtain relevant information to be considered during the design of the new cosmetic, hence identifying more suitable marketing and communication strategies to promote the product to potential purchasers. [ABSTRACT FROM AUTHOR]

Purpose: Service branding research predominantly focuses on the purchase and postpurchase stages of the customer journey. This study aims to expand the lens of enquiry to the prepurchase stage, showing the role service brand awareness and service brand retrieval play before customer experiences and relationships can be established. Design/methodology/approach: The research presents and empirically examines a new framework that links service brand awareness and service brand retrieval to key "battlegrounds" in the prepurchase stage of the customer journey: entry into the Awareness Set, Consideration Set and Repertoire Set. The empirical work draws on data from both services and goods markets from two UK-based consumer surveys (N = 771 and N = 270, respectively). Findings: The findings indicate that, prepurchase, service brands compete most intensively to establish and reinforce a broad array of memory associations, rather than a specific corporate or brand image. Research limitations/implications: To improve the generalizability of the conclusions drawn, the findings of this study should be replicated in additional service categories and consumer samples. Practical implications: The findings translate into novel, long-term strategies for the management of service brands at the prepurchase stage of the customer journey, especially opportunities for effective and creative marketing communications. Originality/value: This study contributes to marketing research and practice by introducing the notion of service brand retrieval and highlighting its role, together with service brand awareness and prepurchase. [ABSTRACT FROM AUTHOR]

This paper studies how the ability of a consumer to recall various communication channel materials relates to differences in purchase frequency in the early lifecycle stages of a brand. It provides insight into the strategic decisions which marketers should make relating to marketing communication channels over time. Results indicate that in the introductory and early growth lifecycle stages, online communication channels are not sufficient alone in producing high brand purchase frequency and should be supplemented by integrated communication channels including traditional and instore communications. However, in the later growth stage, online communications can be employed alone. [ABSTRACT FROM AUTHOR]

In recent years, interactive multimedia guides have become increasingly common in museums, exhibition spaces, and tourist attractions. Over the past decade, Hsin Beitou government and local residents have launched a series of reform movements for local tourism. During the research process, it was found that the current planning of attractions lacks pre-tour guidance and itinerary arrangements. In on-site surveys, tourists expressed uncertainty about the route guidance of the attractions, and their itineraries usually began upon arrival at the destination or by searching for fragmented video materials beforehand. Through this research, the design of different types of videos, including narrative attraction animation videos, influencer videos focusing on attractions, and videos solely introducing attractions, were explored to investigate their impact on viewer attitudes and travel motivations. Previous studies have mainly focused on one-sided tourism discussions. This thesis, however, conducted field surveys, preliminary studies, and interviews to connect cultural and historical tourist attractions into a complete narrative-guided video. Drawing on literature research and analysis of narrative transportation theory, story-based tourism marketing, and video tourism, the thesis designed a video that provides clear and concise travel guidance, saving tourists' time. The 3 types of videos, including narrative animated tour video, influencer tour video and attraction introduction video were provided for tourists to explore the impact of these 3 videos on their travel motivations and the narrative transportation effectiveness. The study employed a questionnaire based on the narrative transportation theory and Likert 5-point scale to understand the satisfaction of the participants with the narrative-guided video and their motivation to visit the attractions. Based on literature research, this study connected significant attractions of Hsin Beitou area to create a narrative-guided video called "Hsin Beitou Healing Notebook". The content of the video was designed according to Gerrig's TIM scale, which includes The TIM scale included 11absorption propensity items and one imagery ability item capturing its major dimensions of cognitive, affective, and imagery involvement. The narrative of the video focused on a Japanese wounded soldier revisiting old sites in Hsin Beitou and recalling his experiences of healing after World War II. From this narrative, nine highlights of Hsin Beitou tourism were identified. The study applied narrative transportation theory to tourism, examining the impact of video design on tourists' travel motivations, using narrative-guided video design as the research method. [ABSTRACT FROM AUTHOR]

This qualitative, case-study research analyses workplace English (WE) to determine how the interplay of voice and tone guidelines and search engine optimizations (SEO) guidelines shapes the use of English in marketing content of an IT company, as well as how much English teaching at the IT company caters to the needs of WE users in that respect. The research is based on two main resources: 1) a corpus of approximately 40 blogs and 100 website news articles which were compiled into a corpus in their draft, reviewed and postSEO versions and 2) learning materials used in English classes for, allegedly, improving WE, including voice, style and SEO skills. The research was conducted in two phases. First, the revisions and edits in the corpus were identified and mapped to voice, tone, style and SEO guidelines, in order to see if edits do indeed target these aspects of WE use. Secondly, the teaching materials were analyzed to identify how they were crafted to address the main issues identified in the use of WE in respect of tone, voice and, in particular, SEO. This approach is based on the rules of qualitative research in public relations and marketing communication (Daymon & Holloway, 2010). The research shows that, in addition to struggling with voice and tone guidelines, employees also have trouble meeting the SEO guidelines, which may all be due to suboptimal WE teaching and learning materials which put too much emphasis on fine details of English usage, but not on the specialized requirements of IT companies in terms of voice, tone, style and SEO. The research also provides guidelines for improving WE teaching practice in terms of style, voice and, crucially, SEO requirements. [ABSTRACT FROM AUTHOR]

Neuromarketing is a branch in the field of commercial marketing communication. Neuromarketing closely relates to neuropsychology and market research for studying the cognitive thinking process of customers and their responses to the marketing stimuli. Presently no study has investigated the moderating role of firm leadership support in promoting neuromarketing applications in their firm. However, there is a huge interest among researchers and industry practitioners to understand this phenomenon and how leadership support can sponsor and invest in neuromarketing related programs in their marketing departments. Against this background, the objective of this study is to examine the role of firm leadership support in promoting neuromarketing and the consequences of it. With the help of marketing theories and literature, a theoretical model has been developed. Later, the model is validated using the CB-SEM technique using 372 responses from employees in marketing departments of various firms. The study finds that there is a significant and positive impact of neuromarketing on customer loyalty, improving business value, and marketing performance of the firms, which in turn significantly impacts the competitive advantage of the firms. The study also finds that leadership support plays an important role in promoting neuromarketing related applications in the firms. [ABSTRACT FROM AUTHOR]

The cosmopolitan thought is originated in ancient Greece and since the Age of Enlightenment has been articulated with a perspective of international peace in a world impacted by large-scale armed conflicts. The purpose of this article is to analyze from the cosmopolitan vision of peace in the international framework the consolidation of a concept of positive peace. A descriptive methodology has been used from the qualitative paradigm with a documentary and bibliographic approach. The importance of the study lies in the validity of the impact of peace from the cosmopolitan perspective according to the analysis of the processes referenced. It is mainly concluded that although the current transnational era is driven by the globalization of the market and information and communication technologies, the notion of open global village implies the deepening of the idea of kosmopolis so that the happy and peaceful coexistence among human beings can become a reality. [ABSTRACT FROM AUTHOR]

The metaverse is the conjunction and optimization of the possibilities of the Internet and technology at their best. It is a consequence of the development and evolution of digital society. Technological innovation, fundamentally oriented toward virtual reality, augmented reality, and mixed realities, contributes significantly to the creation of a solid foundation on which to build an entire universe of virtual worlds. This is a universe that, in turn, requires the creation of backbone content for narratives that attract and retain users by capturing their attention to promote a specific ecosystem that transfers the activities of the real world to a virtual one, either projected or recreated. This research is based on a systematic review of 402 articles and a qualitative analysis of 125 publications indexed in Scopus. It examines the trends in technology, application, and methodology pertaining to the metaverse in the social sciences field, namely marketing and communication and neuroscience, areas that contribute to the understanding of the social dimension of the metaverse phenomenon. Although there is abundant academic literature on the metaverse in computer science, this is not the case in the aforementioned disciplines. Given that the metaverse is destined to become the next Internet revolution, there is a race among countries and brands to position themselves within it, which is expected to intensify in the coming years. The metaverse can contribute to a wide variety of applications of a social nature, which is why it is a highly competitive tool for nations, companies, and academia, as well as the public and private media. The results indicate a technological transformation proposing a future that includes neuro-technologies based on brain-computer interfaces and the metaverse as the setting. This will occur alongside the solidification of the virtual ecosystem thanks to the emergence of digital natives and Gen Z, as well as the convergence of many different technologies and immersive and participatory content, in which the consumer is the provider, owner, and beneficiary. [ABSTRACT FROM AUTHOR]

The Czech Republic is in the first place in the consumption of beer in the world, in 2022 this consumption was 140 l / person, beer culture and tradition is very deeply rooted here. Since 2010, there has been a significant increase in the number of mini-breweries in the Czech Republic and an expansion of domestic beer brewing. Production of mini-breweries represents for about two and a half percent of the total production of the Czech Republic. As the number of microbreweries grows, so does the competitive pressure in this segment. What marketing communication tools used at the point of sale are most important for owners of mini-breweries in connection with competitiveness is the area covered in this paper. The research took place in 2022, the data were obtained by the method of a questionnaire survey, using electronic questioning within the entire research sample, 504 mini-breweries as of 31 December 2021. The return of the questionnaire was 56%, surveyed sample consists of 282 mini-breweries. According to the research results, the most important tools of marketing communication in connection with the competitiveness of mini-breweries are glasses, labels, a signboard and excursions. On the contrary, sales, tablecloths and paid tastings are the least important for owners of mini-breweries in connection with their competitiveness. [ABSTRACT FROM AUTHOR]

The articel is oriented to marketing communication through social networks and the opinion of the kindergarten directors and parents on the use of social networks in kindergartens. The main goal of this article is to inform about the use of social networks in kindergarten and to propose a concept for the use of social networks in kindergarten. The methodology is on quantitative and qualitative research, which we make through interviews and a questionnaire method verified by the obtained statistical data. The research is from selected directors of the kindergartens and parents of kindergarten. We present proposals and recommendations for practice and a draft concept for the use of social networks in selected kindergartens. Key words: marketing, marketing communication, marketing activities, social networks, kindergarten. [ABSTRACT FROM AUTHOR]

National politicians in Europe have created independent regulatory agencies (IRAs) with significant powers over markets such as communications and energy. After delegation, they have engaged in institutional politicization of IRAs and undertaken numerous attempted or actual de‐delegations. Yet overall de‐delegation over the period 2000–2020 has been limited, as many de‐delegations have been abandoned, temporary or reversed, and also counterbalanced by extensions of IRA powers. The article examines different explanations for this pattern. It looks especially at Europeanization, which has operated through normative and particularly coercive mechanisms. EU coercion has involved threats of legal action, monitoring and enforcement of existing EU legal requirements, and EU legislation expanding IRA powers and protection. IRAs are more vulnerable to de‐delegation than trustee non‐majoritarian institutions because their position can be altered with simple legislative majorities. Yet even for such agents, the ability of national politicians to reverse delegation is constrained by multi‐level institutional settings. [ABSTRACT FROM AUTHOR]

Advertising has always been and remains an important part of companies' operations. With the development of technology, its implementation and forms are constantly changing, allowing marketers to find new ways to influence consumers and promote products. One of these new forms, namely advertising created with the assistance of artificial intelligence, will be analyzed in the research. The research aims to assess the impact of technology on the development of marketing communications. The study applies ANNOVA techniques to achieve the paper's aims. A general review of the possibilities of using artificial intelligence to improve the marketing campaign and modern developments in artificial intelligence technologies that can (or will) be implemented in the marketing industry was conducted. Many options for realizing all the benefits provided by the technology, aside from the possibility of increasing the efficiency of advertising and collecting user data, were highlighted. The results of the ANOVA modeling allowed confirming the hypothesis about the existence of a statistically significant difference in the perception of the advertising video created by artificial intelligence, as opposed to videos created exclusively by humans. Additionally, there was a statistically significant difference in the perception of the video created by artificial intelligence with regards to the gender factor. The authors briefly reviewed real-life cases of artificial intelligence technologies used by some large companies and showed their efficiency indicators. The authors also surveyed a group of people about their impressions of several commercials, one of which was written by artificial intelligence and the others not. The research brings new knowledge to modern marketing theory and allows for a fresh look at the current principles of advertising campaigns and further development of technologies in this area. [ABSTRACT FROM AUTHOR]

Territories are in a constant struggle to attract tourists, investments and residents striving for differentiation by exploiting the unique local values, which hold the essence of each one of them. This distinction is critical, differentiating each territory from others, and improving their competitive edge to be chosen as a favorite destination (Bigne et al., 2000). The application of branding in destination management has been used in recent years to generate a distinctive and competitive identity for a place, and distinguish it from others. And to be truly effective, the perceptions that a territory brand inspires in visitors and residents must align with the destination's main assets and their presentation in marketing communication (Kotler and Gertner, 2002). In this sense, local products, such as wine and food, are valid levers that contribute to shaping the positioning and differential values of the territories. The purpose of this paper is to: a) Examine how advertising of different Denominations of Origin in the wine industry contributes to the image and positioning of the different regions, thus creating a distinct positioning and promoting the area's identity and values; b) Analyze the content, strategies, and communication messages of the Denominations of Origin (of wine) across Spain. Through content analysis, combined with discourse analysis of the advertising strategies of a significant sample of Denominations of Origin (66 campaigns), we seek to establish variables for analysis and categorization of objectives, strategies, and discursive constructions that brands develop in their communication policies. Among the main results to highlight, the group of brands under scrutiny focused on the characteristics of the product while other strategies highlighted the values of the territory as main positioning values, that is, they served to communicate key aspects of the territory. [ABSTRACT FROM AUTHOR]

Spatial planning of eco-lodge value chain governance allows us to understand how the eco-lodge life cycle is affected by the results of the communication networks and the degree of coordination and trust between the links (vertical and horizontal) in the chain helps to form clusters. Hence, close interactions between value chain links, support markets, empowering environment, vertical-horizontal communication and the final market in the dimensions of partnership, integration, efficiency and effectiveness, etc. cause sustainable spatial development. This research has been done using a descriptive-survey method, which is based on a survey of experts, stakeholders and tourists in the value chain. The statistical population of the study (including 128 villages with a total of 189 ecotourism resorts in the 9th region of the country (North, Razavi and South Khorasan)). According to the personal estimation method, 20% of the volume of the statistical population was used as a basis, which finally 26 villages and 38 ecotourism resorts were determined. Data analysis was performed using SPSS and GIS software. Findings based on the Gabriel test showed that participation indicators with an overall average of 2.98 and efficiency with an average of 2.95 are more important than other indicators of spatial planning governance of the value chain of eco-lodges. Also, the results of the one-sample t-test showed that all spatial planning indicators of ecotourism eco-lodge value chain governance are in an unfavorable situation and the results of gray relationship analysis, in this case, showed that the studied villages in terms of spatial planning of ecotourism resort value chain governance in the region are not equal. [ABSTRACT FROM AUTHOR]

We evaluate the impact of competition on investments in Europe's mobile communications market during the 2011 to 2021 period. There are stark and sustained differences in market outcomes between three- and four-player markets in Europe, and economic theory suggests these could be partly explained by the dynamic effects of competition on the ability and incentives to invest by market players. We find strong evidence that market concentration in Europe is below optimal levels that would maximize investments, especially in four-player markets. The dispersion of fixed costs and assets among a greater number of players can result in diseconomies of scale and a less efficient use of resources. We also find evidence that investment incentives to improve quality and innovate are lower in markets with lower concentration indices and profit margins. [ABSTRACT FROM AUTHOR]

Purpose: This research aims to examine how religiosity influences consumers' responses to rational versus emotional ad appeals. Design/methodology/approach: Four experiments were conducted that examined how religiosity affected consumers' responses (attitude toward the product, purchase intentions and brand trust) to rational versus emotional ad appeals, and how perceived fit between the ad appeal type and consumers' information processing style mediated the effects. Findings: The results show that consumers low in religiosity respond more favorably to rational (vs emotional) appeals because of these types of appeals being more congruent with their rational information processing style. In addition, there is no difference in consumer responses toward rational and emotional appeals for individuals high in religiosity. Research limitations/implications: In this research, the authors only used surveys and measured behavioral intentions rather than actual behaviors. Thus, future research should measure actual behaviors in the field to enhance the external validity of the observed effects. In addition, this research samples one primary culture that is more representative of Judeo-Christian religious beliefs. Therefore, future research should sample from other cultures and religious groups. Practical implications: The results suggest that marketers should use rational rather than emotional appeals in their marketing communications to low religiosity consumers (identifiable through such means as demographic data for geographic regions or self-identified classifications on social media). Marketers can also prime low religiosity in their messages (e.g. using words such as "evolution") and, when doing so, should couple that prime with a rational (vs emotional) appeal. Originality/value: This research is novel in that it is the first, to the best of the authors' knowledge, to examine how religiosity influences consumers' responses to rational versus emotional ad appeals. [ABSTRACT FROM AUTHOR]

Copyright of InfoM is the property of Belgrade University, Faculty of Organizational Science and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Innovar: Revista de Ciencias Administrativas y Sociales is the property of Universidad Nacional de Colombia and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Leisure Time Research / Laisvalaikio Tyrimai is the property of Lithuanian Sports University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: Omnichannel retailing emphasises the interplay between channels to provide seamless customer experiences across shopping journeys but is challenging for retailers to implement. This research explores the necessary actions and dynamic capabilities needed of retailers to create, extend and modify the organisational resource base required for realising omnichannel retailing. Design/methodology/approach: A qualitative exploratory design with in-depth interviews of Generation Z customers and retail firms was used to provide insights into the dynamic capabilities necessary for obtaining omnichannel retailing. Findings: This research elaborates on the dynamic capabilities needed for omnichannel solutions related to (1) the underlying technology (i.e. develop an Enterprise Resource Planning (ERP) system and online store), (2) customer experience optimisation (i.e. develop product delivery, return routines, supply chain management, curated exhibitions, showrooms and pop-up stores), (3) internal and external collaboration (i.e. collaborate across business units, strengthening the core leadership team and collaborate and align with service ecosystem partners and (4) overall omnichannel functionality (i.e. establish a customer-oriented retail culture, and integrate marketing communication and customisation through data exploration). Originality/value: This research enriches the retailing literature on omnichannel solutions and responds to the need for theoretical anchoring by applying the dynamic capability perspective to address actions useful for realising omnichannel retailing. [ABSTRACT FROM AUTHOR]

The aim of the study is to analyze and classify the trade names of Polish meads. The research material consists of 256 names of liquors which were divided into two groups: names of direct motivation and names of conventional motivation. The analysis of the motivation of the collected onyms made it possible for the author to highlight two marketing strategies used in the promotion of mead. On the one hand, a large group of names presents honey as a traditional alcohol with a long history. On the other hand, the motivations of many of the collected chrematonyms follow the opposite tendency, which is an attempt to present mead as a modern, interesting and intriguing alcohol. [ABSTRACT FROM AUTHOR]

Gender is a feature of beauty marketing, used in marketing segmentation and communication images, where binary images are predominant. Recently, the social identity of gender has become increasingly nuanced as a more complex set of identities, including genderqueer and nonbinary, influences marketing communications. As part of cultural expression, advertising reflects and impacts how consumers perceive themselves and others, with Generation Z consumers increasingly rejecting gender labels and stereotypes. Consequently, our study involves the visual meaning making of 222 Instagram images of beauty brands' marketing communications with models other than "female" in traditional Western society's conceptualization of gender. The findings reveal a group of models who are not female; while most of these images are genderqueer, a group that may be considered agender is evident. Both groups have distinctive although differing characteristics, suggesting the development of new stereotypes. This study contributes to understanding the changing representations of models: While beauty brands primarily use female models, the increased use of genderqueer and agender models can attract alternative target markets. It also highlights advertising's place in cultural expressions that both reflect and impact how consumers perceive themselves and others. [ABSTRACT FROM AUTHOR]

The spread of the infectious disease COVID-19 throughout the world in 2020 caused a global pandemic, which, with subsequent measures, seriously affected the global tourism industry. The main purpose of the research study was to identify and analyse the use of marketing communication tools in tourism in accommodation facilities in the Czech Republic during the COVID-19 pandemic. This paper adds to the existing literature by offering a better understanding of the link between the effectiveness of marketing communication tools within the marketing strategy and the financial losses of the hotel sector. As part of the research, a total of 140 controlled, structured interviews were conducted with managers of selected accommodation facilities, in which the scope and primary forms of use of marketing communication tools during the COVID-19 pandemic were investigated. Research objectives were verified through research questions and hypotheses. The main findings of the research revealed that more than half of the monitored accommodation establishments in the Czech Republic did not change their promotion strategy during the pandemic. In contrast, almost 13% of the accommodation establishments surveyed did not use any tools to communicate with the customer. The research also showed that marketing communication of accommodation facilities takes place mainly in the form of websites and social media, while the most effective communication is via social networks. Therefore, the authors recommend professional associations operating in tourism and hospitality focus their educational activities on the possibilities of using innovative marketing communication tools to communicate with customers. The research was carried out for the requirements and needs of society and practice in connection with the effects of the pandemic crisis so that it was possible to communicate more effectively with the customer segment in the tourism sector. [ABSTRACT FROM AUTHOR]

Copyright of Polish Journal of Management Studies is the property of Czestochowa University of Technology, Faculty of Management and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)