Purpose–The purpose of this paper is to review the academic literature on relationship
marketing (RM), conduct a content analysis of the same for the purpose of classification and …

Purpose This paper aims to identify content strategies on social media that influence
engagement and to analyze those operations to describe important features for co-creation …

An increasing interest in relationship marketing (RM) has occurred recently. RM has been
presented as a strategic response to firms in the attainment of competitive advantages …

Purpose–The direct selling industry is experiencing phenomenal growth in Malaysia. The
Domestic Trade, Cooperatives and Consumerism Ministry projects that there will be a 20 …

The different theories on consumer behavior and the relevant research conducted on the
understanding of the consumer behavior. After the understanding of the consumer behavior …

This study aims to proffer solutions to customer loyalty challenges at these destinations by
proposing and validating customer loyalty model using relationship marketing and social …

This study aims to proffer solutions to customer loyalty challenges at these destinations by
proposing and validating customer loyalty model using relationship marketing and social …

In the highly competitive business landscape of the 21st century, intangible assets such as
brand equity are deemed as increasingly vital to the long-term success of organisations …

Tourism is an extremely complex field and a highly competitive service sector in the world.
Studies have shown that it is becoming more and more difficult for a destination to …

The paper considers the role of Integrated Marketing Communication in enhancing the
brand awareness of high-tech laboratories. By acknowledging the great interaction of public …