The marketing industry is rapidly evolving, prompting educational programs to adapt and
provide graduates with relevant skills and knowledge. This systematic literature review and …

The COVID-19 pandemic has altered consumer behavior, making social commerce a viable
alternative throughout the world. Europe is trailing the US and China in adopting this …

Social media is becoming an essential aspect of people's lives in the digital age, giving a
wealth of opportunities for businesses to connect with their target audience. With the …

This study presents a bibliometric analysis of digital marketing research within small and
medium-sized enterprises (SMEs) spanning from 1985 to 2024. By analyzing 699 …

Social media platforms viewed as an integrated resources in marketing capabilities, yet
there is a significant shortage and fragmentation of research articulating the dimensions of …

At a basic level, entrepreneurship refers to an individual or a small group of partners that
intend to create a new business. Entrepreneurship is at the forefront of any competitive …

The competitive dynamics of strategic groups perform a major role in shaping the
competitive background of industries. Strategic groups are sets of companies within an …

In today's interconnected world, effectively communicating territorial values is paramount for
regions seeking to distinguish themselves globally. Effective destination branding requires …

From the current global changes and the rapid development of innovation and technology,
personnel development according to the previous approach may be insufficient for work. It is …

The study in this paper sought to assess how the company's marketing initiatives influence
the purchasing choices of students. By surveying 230 students from the Faculty of …