Transformative marketing has been heralded as the future of marketing. While the initial
catalyst for transformative marketing was the desire of customers for more meaningful …

Fundamental shifts in business-to-business (B2B) buying behavior make digital content
marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full …

Word-of-mouth in business-to-business marketing: a systematic review and future research
directions | Emerald Insight Books and journals Case studies Expert Briefings Open Access …

Considerable managerial and academic interest has made engagement a key priority in
marketing and service research, spurring a rapidly increasing body of literature on this topic …

Rethinking the workplace experience as a means for enhancing the well-being of frontline
employees (FLEs) represents a key priority for services. The well-being of frontline …

This study investigates the contemporary role of electronic word-of-mouth (eWOM) in
business exchanges through buyers' signaling of observable and unobservable supplier …

The concept of engagement in regard to the business-to-business (B2B) sector has received
less attention due to the complexity and heterogeneity of people involved in making the …

Customer engagement has emerged as a central concept in marketing. Despite extensive
scholarly investigations and managerial interest though, considerations of customer …

Despite the dominant role of images on social platforms, the research on evaluating visual
content is limited in marketing literature. We innovatively proposed using image richness to …

According to previous research, in several countries, the achievement of the objectives for
tourism development and the better functioning of protected areas is affected by bad …