Purpose Digital technologies and social media have improved the connectivity and
collaboration between firms and customers in all sectors. However, in the luxury sector, the …

Purpose Based on the conceptual model of consumer engagement in a virtual brand
community, this study aims to investigate this phenomenon and gauges the validity of the …

Purpose Advancement in technology has increased the use of social media among Internet
users. People are on social media all day and brands cannot miss this opportunity to turn …

Purpose The rise in the use of Internet technologies and social media has shifted the
marketing practices from offline to online. This study aims to determine the pros and cons of …

Online behavioral tailoring has become an integral part of online marketing strategies.
Contemporary marketers increasingly seek to create an influential environment on social …

Digital technology has a key role to play in elevating luxury fashion more so now than in the
past. Historically, luxury fashion brands had been slow to embrace and capitalise on the …

Digital environment no longer permits marketers' self-isolated practices into offline business
contours. A tighter relationship of the provider-customer is even more evident in luxury …

This study investigates the changing nature of marketing, especially by the makeup industry,
as Generation Z increasingly employs its growing purchasing power. What do attraction and …

The evaluation and understanding of customers' service quality perception has been a topic
of major interest for academics and practitioners since the 1980s. Despite this intense …

Social media is considered trustworthy by consumers, and this has resulted in a strong
consumer focus on social media to acquire information related to products and services …