Enhancing marketing performance in batik Malay industry: optimization competitive advantage by leveraging augmented reality marketing DOI Creative Commons
Annisa Mardatillah, Lilis Marina Angraini, Sri Yuliani

et al.

Cogent Business & Management, Journal Year: 2024, Volume and Issue: 11(1)

Published: Dec. 5, 2024

This study aims to explore how augmented reality (AR) and a company's unique resources optimize competitive advantage improve marketing performance using qualitative approach with triangulated in-depth interviews. The findings of this revolve around three main themes: improving performance, competitiveness, strengthening customer relationships. results show that AR in provides added value is different from competitors strengthens deeper interactions between batik products customers. theoretical contribution connects the Resource Based View (RBV) theory application small creative traditional industries, connecting resources, namely cultural products, through optimizing advantages, thereby relationships Intangible assets such as are optimized for competitiveness optimization. In addition, practical implications practitioners industry utilize an effective tool assist making strategic decisions regarding technology investment product development its competitiveness.

Language: Английский

Key account managers and customer experience: A service ecosystem approach DOI
Laurianne Schmitt, Michel Klein, Bruno Lussier

et al.

Industrial Marketing Management, Journal Year: 2025, Volume and Issue: 126, P. 118 - 130

Published: Feb. 13, 2025

Language: Английский

Citations

1
Customer experience management in B2B markets: CXM value propositions and archetypical CXM strategies DOI Creative Commons
Jochen Wirtz, Christian Kowalkowski, Elina Jaakkola

et al.

Journal of Business Research, Journal Year: 2025, Volume and Issue: 189, P. 115165 - 115165

Published: Jan. 6, 2025

Language: Английский

Citations

0
Impact of artificial intelligence on the personalization of the customer experience: A systematic literature review DOI

Hasnae Timimi,

Mohammed Baaddi,

Amina Bennouna

et al.

Multidisciplinary Reviews, Journal Year: 2025, Volume and Issue: 8(7), P. 2025224 - 2025224

Published: Feb. 9, 2025

Artificial intelligence (AI) has emerged as a revolutionary and transformative force across multiple spheres of life, notably reshaping industries with marketing prime beneficiary, enabling it to multiply sources information data, improve software data management capabilities, design complex advanced algorithms. The integration artificial into strategies is radically transforming the way companies engage their customers. By personalizing customer experience, AI makes possible offer more tailored responsive services, positive impact on satisfaction loyalty. Moreover, demonstrated its ability enhance decision-making processes, optimize resource allocation, create new opportunities for competitive advantage within dynamic market environments. Our systematic literature review, based PRISMA (Preferred Reporting Items Systematic Reviews Meta-Analyses) methodology, analyzed 195 potentially relevant articles subject from four databases (Scopus, Science Direct, springer web Science). After applying inclusion exclusion criteria, 24 were selected detailed analysis. primary findings this review indicate that application personalize experience leads significant improvements in terms operational efficiency. Nevertheless, personalization, notion, remains relatively unexplored research practice. technologies such deep learning, predictive analytics interactive chatbots frequently cited catalysts better understanding anticipating needs. However, studies also highlight challenges, particularly security, ethical considerations, transparency issues maintaining human engagement interactions. Implications directions future field suggested.

Language: Английский

Citations

0
The impact of immersive 360° video on environmental awareness and attitude toward climate change: the moderating role of cybersickness DOI

Imed Nouri,

Hajer Zorgati,

Rym Bouzaabia

et al.

Journal of Social Marketing, Journal Year: 2025, Volume and Issue: unknown

Published: March 25, 2025

Purpose This paper aims to investigate the effectiveness of immersive 360° video in strengthening environmental awareness and attitudes toward climate change while taking cybersickness into account as a moderating factor. It also whether an increases attitude more than non-immersive video, integrating moderator. Design/methodology/approach A laboratory experiment was conducted with 120 students. Data were collected at two times (before after exposure video) compared control condition (non-immersive video). Findings Results show that significantly increased but not Also, results no significant differences for before (immersive vs non-immersive). The moderate mediation analyses indirect effect type non-immersive) on via only found participants reporting low average levels cybersickness. positively influences level moderates this relationship. Research limitations/implications is based single stimulus – melting Aletsch glacier whereas use multiple stimuli would be ideal. are exclusively students, which limits generalizability population whole. Future research larger diverse sample imperative broaden scope present study. virtual reality examined specific context, namely, Tunisia, perception risks can vary considerably from one country another. therefore interesting conduct further cross-cultural studies corroborate results. Another limitation lies explicit measures attitudes, these alone may sufficient assess changing attitudes. is, therefore, important both implicit future research. Originality/value study seeks understand nature relationship between VR Tunisians’ change. role studied.

Language: Английский

Citations

0
Experiential value of the augmented reality experience in business-to-business marketing: a stakeholder approach DOI

Elodie Massa,

Riadh Ladhari

Journal of Business and Industrial Marketing, Journal Year: 2025, Volume and Issue: unknown

Published: April 14, 2025

Purpose This study aims to offer a better understanding of the experiential value augmented reality (AR) experiences in business-to-business (B2B) marketing and its context-specific dimensions. Design/methodology/approach The present research uses stakeholder approach holistic vision AR B2B. Semi-structured interviews were conducted with 15 stakeholders (buyers, sellers providers) coming from various sectors. Findings results suggest eight different dimensions B2B marketing. highlights importance considering components B2B, by going beyond cognitive dimension experience design an that fosters affective, social even sensorial responses. Practical implications provides key insights help companies develop more efficient comprehensive these aligning them diverse goals. Additionally, it emphasizes how can be leveraged foster deeper relationships between buyers through shared interactions, role affective Originality/value is one first empirically examine on their own setting. It contributes existing literature use interactions emphasizing specific values.

Language: Английский

Citations

0
Digitalization and Corporate Social Responsibility: A Case Study of the Moroccan Auto Insurance Sector DOI Creative Commons
Soukaina Abdallah-Ou-Moussa, Martín Wynn, Omar Kharbouch

et al.

Administrative Sciences, Journal Year: 2024, Volume and Issue: 14(11), P. 282 - 282

Published: Nov. 2, 2024

The aim of this article is to explore the impact digitalization on corporate social responsibility (CSR) in automobile insurance sector Morocco. This first explores theoretical and conceptual foundations digital transformation CSR. A mixed methods approach then used, combining qualitative interviews with a wider quantitative survey, investigate how innovations influence CSR practices. Interview analysis provides basis for development framework eight hypotheses, which are tested using techniques analyze survey data. results reveal several links between benefits Claims management platforms, roadside assistance tools, vehicle assessment inspection all positively policyholders’ well-being terms compensation asset preservation, thereby enhancing profile insurers. Similarly, augmented reality (AR) virtual (VR) training simulation, as well repair assistance, have positive impacts advance positioning has limitations it based narrow industrial single country, but nonetheless highlights certain relevant interrelationships CSR, contributing theory practice these research areas.

Language: Английский

Citations

3
Exclusion and inclusion on business markets: Impacts of the Internet-Of-Things (IoT) DOI Creative Commons
Björn Sven Ivens, Catherine Pardo, Ruiqi Wei

et al.

Industrial Marketing Management, Journal Year: 2024, Volume and Issue: 123, P. 108 - 118

Published: Oct. 4, 2024

Language: Английский

Citations

1
Navigating the future of B2B marketing: The transformative impact of the industrial metaverse DOI Creative Commons
Boas Bamberger, Werner Reinartz, Wolfgang Ulaga

et al.

Journal of Business Research, Journal Year: 2024, Volume and Issue: 188, P. 115057 - 115057

Published: Nov. 22, 2024

Language: Английский

Citations

0
Introducing AR or not? Interplay between online marketplace platform and seller with product returns DOI
Rui Hou,

Y. Lu,

Zhibin Zheng

et al.

Electronic Commerce Research, Journal Year: 2024, Volume and Issue: unknown

Published: Nov. 28, 2024

Language: Английский

Citations

0
Enhancing marketing performance in batik Malay industry: optimization competitive advantage by leveraging augmented reality marketing DOI Creative Commons
Annisa Mardatillah, Lilis Marina Angraini, Sri Yuliani

et al.

Cogent Business & Management, Journal Year: 2024, Volume and Issue: 11(1)

Published: Dec. 5, 2024

This study aims to explore how augmented reality (AR) and a company's unique resources optimize competitive advantage improve marketing performance using qualitative approach with triangulated in-depth interviews. The findings of this revolve around three main themes: improving performance, competitiveness, strengthening customer relationships. results show that AR in provides added value is different from competitors strengthens deeper interactions between batik products customers. theoretical contribution connects the Resource Based View (RBV) theory application small creative traditional industries, connecting resources, namely cultural products, through optimizing advantages, thereby relationships Intangible assets such as are optimized for competitiveness optimization. In addition, practical implications practitioners industry utilize an effective tool assist making strategic decisions regarding technology investment product development its competitiveness.

Language: Английский

Citations

0