Does the corporate social responsibility of the service based on Blockchain technology affect the real behaviour of the consumer ? r

المجلة: Journal of Air Transport Management

سنة النشر: 2022

تاريخ النشر: 2022-07-15

Abstract The adoption of Blockchain technology has changed the relationship between the company and its customers. The purpose of this study is to investigate the effect of the social responsibility of companies offering services based on Blockchain technology on consumer attitude and resilience. Second, to study the effect of consumer resilience on attitude. Also, to study the effect of attitude on consumer behavioural intention. Finally, to study the effect of behavioural intention on real consumer behaviour. Data were collected from a sample of 463 air travellers. Participants were selected based on convenience sampling. The results show that the corporate social responsibility of the Blockchain-based service positively influences consumer attitude and resilience. Consumer resilience positively influences attitude. Attitude positively influences consumer behavioural intention. Finally, behavioural intention positively influences real consumer behaviour.

The Importance of the Central Role of the Brand Experience

المجلة: IGI Global

سنة النشر: 2023

تاريخ النشر: 2023-01-01

Abstract With economic advancement, technological development, and the emergence of new trends related to brands, consumer behavior has been transformed as a result of several factors that influence their decision making towards a product, service, or brand. For this, it is necessary to know the importance of the brand experience in determining consumer behavior and intentions. The authors mobilize two theories on which to base their model and to formulate their research hypotheses. The investigation is one of the first empirical investigations of the determinants and consequences and the central role of brand experience. The purpose of this chapter is to propose a new model in the marketing literature. This model proposes (1) to test the central role of brand experience; (2) to measure its effects on customer loyalty, brand love, and emotional value brand; and (3) to measure the effects of customer engagement, sensory marketing, and customer loyalty as antecedents of brand experience. These three contributions make the research original.

The Effect of Big Data Marketing and Human Resources Management on the Performance of Companies

المجلة: IGI Global

سنة النشر: 2023

تاريخ النشر: 2023-02-01

The objective of this chapter is to study the effect of big data marketing and human resources management on the performance of companies and to find in return a relevant solutions. This study is based on the selection of 22 recent articles. This literature search designates the causal relationship between marketing theory and big data, while indicating the specificities of big data marketing. Then, this study indicates the opportunities and constraints found with the following of this type of integration. After that, it indicates the importance of the correlation between big data and human resources and also the necessity of performance. Finally, this research specifies the effects of big data marketing and human resources management on the performance of companies. The contribution of this study is justified by previous studies that point to this gap based on the consideration of marketing and management literature.

The Contribution of Artificial Intelligence to the Business and Marketing Strategy

المجلة: IGI Global

سنة النشر: 2024

تاريخ النشر: 2024-04-01

Modern technologies are considered indispensable tools in companies' development. At this stage, with the emergence of artificial intelligence usage, several transformations have been experienced with the new strategic context which influences the business and the marketing of companies' activities. To do this, they take into consideration the need for the integration and the involvement with this technology to minimize the risks in their development. The importance of this work is to emphasize a literature review which specifies the role of AI in improving the business and marketing strategic to arrive at a relevant adoption solution.