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Bogdan-Mihai Prodea, Cristinel-Petrisor Constantin
Pág. 55 - 67
With the rapid advancement of technology, Augmented Reality has emerged as a promising tool for transforming traditional marketing approaches and engaging consumers in immersive and interactive experiences.This article presents an empirical study aimed a...
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Kenneth Kaunda, John Kuria Thuo, Evans Kwendo
Pág. 88 - 95
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Michael Gerlich
In recent years, a new type of influencer has emerged in the field of social media marketing: virtual influencers. Though it is spreading fast, the trend is still new and, therefore, limited research has been conducted on the topic. This study aims to in...
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Diana Rodrigues, Bruno Sousa, Sofia Gomes, José Oliveira and Eunice Lopes
Human beings are strongly influenced by their emotions; so, it is believed that building a close relationship between consumers and brands is a key factor for success. In this way, car brands are no exception, and despite facing numerous challenges assoc...
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Mochammad Maulana Hasan Jaelani, R Deni Muhammad Danial, Asep Muhammad Ramdan
Pág. 1485 - 1491
The purpose of this study is to find out the impact of marketing capability on the competitive advantage in creative economy of photograph in Sukabumi city. The object of this study is the marketing capability and competitive advantage. The research meth...
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