Journal of Emerging Trends in Marketing and Management – Volume I – No. 1, No. 2, No. 3 & No. 4 – 2025
Title Brand Revitalization through Social Media Management in the Music Industry: The Case of a Country Singer in the USA Author(s) Rita CANNAS, Lorenzo FLORIS, Daniela PETTINAO Classification JEL M31. Abstract Brand revitalization refers to the strategic process of reclaiming lost brand value to reverse declining trends and restore competitive …
Title Emotional & Experiential Marketing: Campaign Analysis in Romania Author(s) Andra DĂNESCU Classification JEL M31. Abstract This paper investigates the strategic integration of emotional and experiential marketing in brand communication, focusing on how these approaches reshape traditional rational strategies within the Romanian market. The purpose of this study is to …
Title Consumer Behavior in the Cruise Industry: A Qualitative Perspective on First-Time and Repeat Cruisers in the Romanian Market Author(s) Ruxanda SÎRBU Classification JEL M31, L83, Z32, D91. Abstract This paper explores consumer behavior in the cruise industry, focusing on the behavioral differences between first-time and repeat passengers in the …
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 …
