This article collects and analyzes the results of a research project1 that deals with possible synergies between the tourism sector and the audiovisual sector in Spain. Through the qualitative technique of in-depth interview, experts and representatives of those sectors were interviewed. The...

The problem frequently faced by companies from transition and developing countries in attraction of Foreign Direct Investments (FDI) is lack of an adequate institutional framework which would adequately promote the potential those companies have through its activities, and with that also...

Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers’ perception of relevance of a product with needs, goals and consumers’ self-concept. Therefore, the study aims to reconsider the role of product involvement in the...

The study advances conceptualization and dimensionality of consumer engagement and validate antecedents and outcomes in the context of social media. The data collected from active members of online brand communities, unveiled that consumers engage with brands and other consumers with brand...

This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts...

This study tests the impact of usage of Twitter as a microblogging service provider on shareholders’ returns and abnormal returns. In accordance with this purpose, two portfolios were created based on measurement of whether firms had a Twitter account and, if so, their number of followers and...

Packaging is a significant marketing tool. It plays a vital role in product strategy, but also remains a tool for brand communication with a consumer. Effective packaging should encourage to buy the product, but whether consumers actually pay attention to them? The article presents the results...

This paper examines the importance of two resources, namely a market orientation and an entrepreneurial orientation, in new product development and satisfaction with firm performance among direct and alternative marketers. Using a partial least squares structural equation model and data from a...

Daten sind der zentrale Rohstoff der digitalen Wirtschaft. Dementsprechend werden sie von zahlreichen Unternehmen begehrt. Die Preisgabe von persönlichen Informationen ist der Tauschwert für die Nutzung zahlreicher Onlinedienste. Diesen zahlen viele Internetnutzer bereitwillig. Besonders oft...

The objective of the research was to map the most important global megatrends affecting the business and marketing environment and to analyze and understand how the changed environment will affect the practice and performance of marketing communication in the next decade. For identifying the...