This article explores the role of artificial intelligence (AI) in aiding personalized engagement marketing—an approach to create, communicate, and deliver offerings customers. It proposes that consumers are ready for a new journey which AI is tool endless options information narrowed curated way. also provides predictions managers regarding AI-driven environment on branding customer management practices both developed developing countries.

This study investigates how the valence, channel, and social tie strength of a word-of-mouth (WOM) conversation about brand relate to purchase intentions WOM retransmission recipients. The analysis uses nationally representative sample 186,775 individual conversations 804 different brands. authors find insights linking that could not be revealed if were analyzed in an aggregated form. findings contribute research differences between offline online WOM. relationship valence with is...

Despite the demonstrated importance of customer sentiment in social media for outcomes such as purchase behavior and firms’ increasing use engagement initiatives, surprisingly few studies have investigated ability to influence customers’ digital engagement. Many firms track buyers’ offline interactions, design online content coincide with experiences, face varied performance during events, enabling modification marketer-generated correspond event outcomes. This study examines role...

Technology has irreversibly changed the way that firms identify who is more likely to buy, what they are when why and how repurchase, recommend. It now easier than ever for have a body of evidence in form actual insights, as opposed having mere guestimates, on consumers' apparent intentions buy. Power dynamics marketing climate, factor not only aggressive competitors but also empowered customers with limited attention spans. In such lies future advertising? And can managers make most...

Advances in technology and analytics have stimulated competition the global marketplace augmented interactions among customers globally. It is therefore imperative for firms to understand behavioral activities of around world keep them engaged. To do so, authors recommend that managers familiarize themselves with countries’ cultural economic factors. The use Hofstede's dimensions country-level factors explain national differences customer motives while engaging firm. This study explains...

Destination branding has emerged as a critical tool for achieving competitive advantage through various conceptualizations, focusing on aspects of branding. This research examines the role destination brand experience (DBE), new conceptualization, in assessing holistic and unified view tourism destinations. The conceptual model proposed this been validated using structural equation modeling, based primary responses collected from 312 262 foreign visitors study 1 2 respectively, conducted at...

Both academics and industry are focusing heavily on building nurturing consumer–brand relationships. Despite this interest, till now the role of traditional marketing constructs have been explored in developing such This study presents tests a unique framework relationship from experiential identification perspective. Moreover, uncovers differences ways consumers develop maintain relationships for both product service brands. Primary data were collected through field surveys, resulting 321...

Destination brand engagement (DBE) has emerged as a valuable construct for developing and maintaining enduring relationships with consumers. This study investigates the among DBE, destination experience, visitor outcomes by supplementing existing research in two ways: first, it explores how experience (sensory, affective, intellectual, behavioral) affects DBE specific tourist destination. Second, role of advocacy revisit intentions also been examined. Some important implications are...

Brand identification enhances customer loyalty and develops long-term relationships between the brand. However, only a few studies have explored role of in building favorable tourists tourism destination. In this study, we propose empirically verify destination personality congruence trust as drivers brand identification, advocacy its outcomes. For assessing these proposed relationships, sample 342 respondents was collected from foreign visiting Dharamsala, which is famous tourist among...

Purpose Although the consumption of luxury brands is significantly on rise in emerging markets, a significant impetus needed to boost their growth achieve desired revenues and profitability. This paper aims consider social media marketing activities consumer-brand engagement as key constructs realize these objectives. Design/methodology/approach The empirical relationships among activities, consumer response have been examined with sample 465 respondents. Findings Social foster brand...

Abstract While the new‐age technologies do provide firms with opportunities to engage customers better, they create undesired effects such as stress among in terms of navigating newer technologies. This study identifies customer technostress and defines this new construct “the result negative experiences faced by when interacting firm‐based technologies.” We also identify that be comprised six stressors—techno‐invasion, techno‐complexity, techno‐uncertainty, techno‐dependence,...

The main objective of this research was to develop a scale for measuring destination personality India. A list human traits generated from previous scales, and in-depth interviews were conducted among foreigners visiting two-phase study reduce the identify underlying factor structure. results indicate that India is multidimensional construct composed six dimensions: courteousness, vibrancy, conformity, liveliness, viciousness, tranquility. In first phase, survey sample 177 foreigners. second...

As online and digital transformations disrupt their business, retailers are aware of the crucial role collecting, analyzing, translating consumer data into competitive advantages. Underlying these disclosures from consumers to firms are, often implicit, terms that guide consumers’ expectations regarding exchange. This manuscript develops discusses a conceptual framework identifies four key criteria (data ownership, intimacy, permanence, value) make up perceptions exchange, highlights how...

Mobile applications, commonly called 'apps', have become all-pervading nowadays, reducing considerably manual Labor and the time required to complete a transaction. However, despite this convenience, their acceptance adoption across social spectrum is low. The authors proposed tested model consisting of various antecedents trust related (i) consumer (his/her previous experience propensity adopt); (ii) apps (their perceived usefulness, ease use, quality); (iii) finally, organization itself...

Do customers exhibit recurring behaviors beyond repeat purchases? If so, what are those behaviors, how they formed, and why should marketers care? The authors apply the theory of habit to customer behavior in context a large data set national retailer. They find that (1) purchases, customers' with respect returning products, purchasing on promotion, low-margin items can be quantified along continuum strength; (2) marketing has temporal impact formation different habits; (3) purchase...