Journal of Emerging Trends in Marketing and Management – Volume I – No. 1, No. 2, No. 3 & No. 4 – 2025
Title Implementation Models of Artificial Intelligence in Higher Education Marketing Author(s) Andreea TRUSCA Classification JEL I23, M31, O33. Abstract As a result of increasing global competition and rapid technological progress, higher education institutions are adopting innovative strategies to increase their visibility and attract potential students. This paper aims to explore …
Title Navigating the Digital Marketplace: A Qualitative Study of Generation Y’s Retail and Social Commerce Preferences in South Africa Author(s) Roland GOLDBERG, Carinda WILLIAMS Classification JEL M31, L81, O33. Abstract This study explores Generation Y’s social commerce and retail preferences in South Africa, including online behaviors, product types, social commerce …
Title Leading for Impact: Exploration of Leadership Styles and Organizational Performance Author(s) Afrim OSMANI, Ledia THOMA Classification JEL L26, M12. Abstract Numerous studies have shown that leadership style is a crucial factor in the success and growth of an organization in an environment as volatile as the current one. This …
Title Artificial Intelligence Readiness and Adoption in Firms Author(s) Lingling MA Classification JEL O33, M15, L20. Abstract The purpose of this study is to exploring the factors related to readiness for Artificial Intelligence (AI) adoption and to examine the current state of AI adoption practices among firms in Bulgaria. This …
Title Artificial Intelligence as an Innovation Strategy: The Role of Service Performance on Customer Satisfaction and Commitment Author(s) Anelisa MEMELA, Omphile NTELEKOA, Neo LIGARABA, Suvera BOODHOO Classification JEL M51, M54. Abstract Companies are using Artificial Intelligence (AI) as an innovation strategy to drive valuable competitive advantage to enhance their innovation …
Title Smart Style: How AI is Changing the Course of Fashion Marketing Author(s) David-Florin CIOCODEICĂ, Iustinian BARGHIER Classification JEL M31. Abstract The implementation of artificial intelligence in fashion marketing has accelerated rapidly, changing how companies approach personalization, branding, and consumer experience. The purpose of this paper is to examine how …
Title From Man to Man with AI Navigation: An Essay on the Homo Economicus Strengthened and Weakened by AI Author(s) Kutlu ERGÜN Classification JEL D91, G41, D01, D11, C45. Abstract Homo economicus, who is assumed always to pursue utility maximization, has been accepted as a fundamental assumption in both classical …
Title The Impact of Gamification on Marketing Strategy Author(s) Carmen ACATRINEI, Tudor URSĂCESCU Classification JEL M31. Abstract Gamification, defined as the integration of game design elements into non-game contexts, has emerged as a transformative approach in marketing, capable of turning passive consumers into active participants. By incorporating mechanisms such as …
Title Decision-Making Algorithm for the Analysis of the Development Process of A New Asphalt Mixture Author(s) Laura-Florentina BOANȚĂ, Alexandru MARIN, Miron ZAPCIU Classification JEL O320. Abstract The paper explores the sensitivity of the Laplace and Hurwicz algorithms to the estimated “performance indicator,” evaluated through working alternatives (Ai) and performance scenarios …
Title Towards the Sustainable Organization: Challenges and Barriers to Sustainability Integration Author(s) Marjan ENTEKHABI. Classification JEL Q01, Q56, L21, M14, M16. Abstract This integrative review explores primary barriers to embedding sustainability in organizational operations globally and proposes practical solutions to advance sustainable practices. It identifies key challenges and effective strategies …
