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Today's marketing is dominated by decision-making based on artificial intelligence and machine learning. This study focuses on one semi- and unsupervised machine learning technique, generative adversarial networks (GANs). GANs are a type of deep learning architecture capable of generating new data similar to the training data that were used to train it, and thus, it is designed to learn a generative model that can produce new samples. GANs have been used in multiple marketing areas, especially in creating images and video and providing customized consumer contents. Through providing a holistic picture of GANs, including its advantage, disadvantage, ethical considerations, and its current application, the study attempts to provide business some strategical orientations, including formulating strong marketing positioning, creating consumer lifetime values, and delivering desired marketing tactics in product, promotion, pricing, and distribution channel. Through using GANs, marketers will create unique experiences for consumers, build strategic focus, and gain competitive advantages. This study is an original endeavor in discussing GANs in marketing, offering fresh insights in this research topic.

Purpose: This study aims to identify communication speech acts and transaction terms in online stores (Olshop) during live streaming on Facebook amid the COVID-19 pandemic and to understand communication patterns between sellers and buyers when shopping on Facebook live streaming in Indonesia.

The Need for Research: This research is motivated by the skill gap arising from increasing buying and selling transactions through live streaming on Facebook. Cultural and demographic shifts, along with the widespread availability of modern technologies and marketing 2.0 have resulted in the global population adopting social media at rates far beyond our use of the Internet, making a compelling case by example and analogy that social media has the potential to level the playing field and is effective in reaching their target market.

Methodology: The type of research is descriptive-qualitative using corpus data instruments. The data collection technique in this study was carried out by reading and observing the data and listening to speeches about buying and selling women’s equipment from various online stores on Facebook. Then select and sort the data designated as forms, strategies, and functions of speech acts in buying and selling transactions during live streaming on Facebook. The data analysis technique has three steps: (1) reducing the amount of data; (2) presenting the data; and (3) concluding.

Findings: The results show that there are four types of speech acts between sellers and buyers in the live-streaming online shop on Facebook, namely, assertive, directive, expressive, and commissive speech acts.

As the areas of fashion marketing are transforming, fashion show research needs to be recognised, to understand its prevalence, changing form and influence on the consumer behaviour. The paper studied the promotion strategies for the brand and products of fashion designers in Bahrain, in particular the fashion shows, its digital versions, and the factors influencing their choice. The study was conducted using the qualitative method and the detailed semi-structured qualitative interview method was employed and sample of designers and a prominent modeling agency were selected by purposive sampling technique. In-depth interviews with designers were structured to understand the fashion industry, participation in fashion shows and preference of mode of fashion show. Interviews were conducted with the modeling agency, to understand the prevalence of fashion shows, and the execution and demand of organising fashion shows. The data gathered were supported by the relevant secondary data and document analysis and presented. In the study both the forms of the fashion show viz., live and digital are discussed and compared. The digital fashion show and similar forms as short films, videos, on social media seem to be more promising, with minimum requirement of set design, wider reach, economic, ease of execution. The research suggests that physical and digital fashion shows have their advantages and disadvantages, with the choice ultimately based on the brand's goals and resources. As technology advances and the fashion industry changes, digital fashion shows are likely to play an increasingly important role in the future.

Digitalization and marketing technologies have made it possible to overcome some barriers to pricing – a multidisciplinary field between marketing, finance and IT – and have set the stage for a paradigm shift in the pricing profession. Value creation, the pricing process, and price communication have been transformed by innovative business models and advanced algorithmic and human–machine solutions. This chapter synthesizes the literature to date and provides a comprehensive framework for an all-encompassing 360° pricing approach that broadens the understanding of pricing in the context of digital business across all steps of the price management process. Starting from product attributes and motivational beliefs in consumers' value assessment and adoption of (technological or digital) products or services, new business models and pricing models emerge in the digital economy, human–machine solutions for price implementation and repricing are increasingly applied, and price search and communication take place through a variety of digital communication channels. Each stage of this framework discusses concrete examples, highlighting the freemium strategy, the subscription model, price tracking and repricing tools, and digital price information channels such as e-commerce, marketplace, or price comparison platforms. The implications for price management in a digital, technology-driven landscape are discussed from the executive level to the analyst level.

In this chapter, the authors envision a new framework for technology-enabled local engagement. This framework would exploit web-based collaboration technology in order to create local engagement panels that represent a cross section of ordinary residents. For concreteness, the authors illustrate the framework in a proposed study called “Clearing the Air” would enable residents in the areas of Southern California that are most impacted by the logistics industry to have substantive and constructive opportunities to engage local officials on the complex economic and environmental matters related to logistics and emissions in the Southern California region. The authors propose methods to evaluate best practices in the use of collaboration technology, in particular, to learn whether the technology enables and empowers the engagement panels to participate in air quality governance at a high level and helps local officials better understand the considered opinions of residents on these important matters. If successful, this framework would integrate the policy views of individual residents alongside those of organized stakeholders, experts, and agency officials in the policy process.

In light of Egypt’s expanding flow of online learning (OL), quality assurance (QA) has undoubtedly become a strategic priority. In the near future, QA strategy is anticipated to be a major topic of discussion in educational policy talks. Critical policy concerns must be addressed, like sustaining globally acceptable QA standards and responding to the government’s and other stakeholders’ goals and objectives for OL. Our chapter aspires to offer a contribution to current literature in this regard. This chapter aims to investigate the aspects of QA in maintaining OL, particularly in light of the COVID-19 pandemic. Particularly, we analyze internal QA of OL in the Egyptian higher education (HE) sector through quality assurance and accreditation project (QAAP) and program of continuous improvement and qualifying for accreditation (PCIQA). We discuss the external quality assurance and accreditation of Egyptian HE institutions with a special focus on the national authority for quality assurance and accreditation of education (NAQAAE). We investigate the policies, practices, and quality standards that are employed by HE institutions to ensure the quality of online courses and programs through document analysis.

Digital transformation is essential for the development of the construction sector with the opportunities it offers to change and optimise the construction business. Digitalisation affects every stage and process, the whole value chain. As for some other industries, as well as in the construction sector, it provides several advantages and benefits which include increased productivity; increased speed of construction and saving time in the implementation of construction projects, significantly higher quality of accompanying construction documentation, etc. At the same time, there are some challenges related to the lag of digital transformation in construction when compared to other sectors. Some of these challenges are in the presence of some specific technical challenges, different degrees of application of new information technology in smaller construction companies, and so on which are often in the role of subcontractors and other parties involved in construction implementation. Despite the challenges, digital transformation has no alternative given the future upward development of the construction sector as the industry drives towards sustainability.