Dr. YCThe Complexities of Implementing Brand Activism: A Focus on Authenticity, Organizational Alignment…Brand activism (BA) has evolved into a strategic marketing tool as organizations increasingly take public stances on societal and political…1d ago1d ago
Dr. YCExploring the Role of Psychological Distance in Persuasive Messaging: The Impact of Statistical…In the world of marketing and consumer behavior, the effectiveness of a message often hinges on the type of evidence used to support it…2d ago2d ago
Dr. YCLeveraging Celebrity and Internet Celebrity Anchors in China’s Live Streaming Sales EcosystemIn the fast-evolving world of e-commerce, live streaming has emerged as a powerful tool to connect with consumers and drive online sales…4d ago4d ago
Dr. YCReengineering Tourism Marketing with AI: Key Themes, Challenges, and PotentialsAs artificial intelligence (AI) continues to evolve, its influence on various industries, including hospitality and tourism, is becoming…5d ago5d ago
Dr. YCThe Importance of Leadership, Trust, and Structure in Managing UrgencyUrgency in any situation, whether in humanitarian crises, corporate settings, or high-stakes environments, demands more than quick…Sep 20Sep 20
Dr. YCxThe Importance of Understanding Virtual Influencers in Building Consumer ConnectionsAs the digital landscape evolves, the emergence of virtual influencers — computer-generated personas designed to interact with consumers…Sep 19Sep 19
Dr. YCThe Complexities of Digital Piracy Regulation: Insights for PolicymakersDigital piracy remains a persistent challenge for regulators worldwide, despite increased efforts to curb the consumption of illegal…Sep 18Sep 18
Dr. YCThe Importance of Organizational Engagement in Building a Purpose-Driven BrandIn today’s competitive business environment, where consumers have countless options and access to more information than ever before, the…Sep 17Sep 17
Dr. YCHow Marketers Should Handle Negative Reviews: Focusing on Reviewer Content Over RatingsIn the digital age, online reviews have become an integral part of the consumer decision-making process. Marketers often place significant…Sep 16Sep 16
Dr. YCLeveraging Buy Now Pay Later to Promote Higher-Value Items: A Strategic Approach for MarketersAs consumer behaviors evolve, so must the strategies marketers use to promote products and drive sales. One of the most significant shifts…Sep 13Sep 13