Current Trends in Digital Marketing Communication

In the 21st century, businesses and communicators have faced new challenges. In the era of modern technology, internationalization and globalization, marketing communication implements new tools, trends and opportunities. Internet and technological development have opened up the potential for two-way marketing communication and online as well as offline communications are required for companies.

Promoting The Country of Origin Through the Assets of Exported Services: The Moroccan Case

Banking services are one of the main Moroccan exports in Africa. These representations can be studied in order to verify the reversed country of origin effect. Can these services impact the way their users perceive the country? Do they even communicate on their origin or does their process focus on the economical variables only? These questions nurture the scientific research.

An Exploration of the Green Targeting Strategy – Green Brand Positioning Strategy Linkage: A Qualitative Study

The importance of the relation between targeting and positioning strategies is amplified in the context of the green market, as a result of the difficulty that many companies face in attracting an important customer base. The purpose of this paper is to provide a perspective on the relation between the targeting strategy and the green brand positioning strategy.

Motivation to Use Free Floating Car Rental Service in Riga: The CARGURU Case

Digital transformation and digitalization in general have made a significant impact on the service industry, including banking, commerce and renting. Technology, including mobile applications, has converted traditional and formerly inseparable services into ones that can be used from any place and at any time.

Product Policy and Neuromarketing in The Context of Slovak Consumer

The aim of this paper is to present a theoretical summary of product policy and neuromarketing, as well as to identify differences in the perception of quality and selected forms of promotion, which significantly affect the shopping behavior of Slovak consumers. The research sample consisted of 166 respondents aged from 18 to 60 years (53.6% men).

Patterns of Communication between Gen Z and Public Institutions in Times of Crisis: A Study Based on Relationship Marketing Principles

In time of crisis, the role of public institutions is on the rise and the communication between citizens and institutions is increasingly important, in order to preserve society's civic fabric and ensure the maintenance of trust in the aftermath of the crisis.

Gravitating towards Consumers’ Use of Contactless Payment: A COVID 19 Pandemic Perspective

Over the years, past research has revealed that human nature is continuously evolving. Inevitably, this evolution is further extended to individuals’ adoption towards a new set of consumption behaviour. In the current global coronavirus pandemic (termed COVID 19), consumers are further contemplating on alternative forms of payment in pursuit of a safer method to purchase goods and services.

A Heuristic Method of Constructing Shortlists of Attractive Offers

Thanks to the Internet, consumers can easily obtain basic information about a very large number of offers at very little cost. This enables consumers to judge whether an offer of a unique valuable good (such as a flat or second-hand car) is potentially attractive, but more information (normally gained by observing an offer in real life) is needed to make a final decision.

Consumer Purchasing Behaviour and Neuromarketing in The Context of Gender Differences

The paper, in the theoretical part, deals with the issue of neuromarketing and gender differences in the context of shopping behavior. The main goal is to identify statistically significant differences in the evaluation of consumer shopping behavior and neuromarketing in the context of gender equality.

The Emerging Trend of Niche Tourism: Impact Analysis

This research paper addresses the current tourism global market shift towards a niche tourism approach and focuses on some of the most significant tourism forms in this growing sector, analyzing both the current development and future evolution of these tourism trends, also taking into account the current global pandemic situation.