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This study investigates the influence of e-marketing risks on a Corporation’s Reputation (CR) resulting from its online marketing of products and services.

A comprehensive analysis was conducted to enhance the company’s e-marketing strategies and bolster its reputation in the market. This involved an investigation into key factors of e-marketing risks, such as customer confidence, product quality, marketing fraud, credibility and customer knowledge and proficiency in using online platforms. These factors have directly impacted the company’s reputation, including aspects such as product/service quality, attractiveness, performance and commitment to social responsibility.

Its finding indicates that customers' lack of confidence in e-marketing has a strong impact on CR, followed by product quality and credibility. The absence of consumer awareness about e-marketing websites and e-fraud frequently negatively affects the organizational reputation.

To enhance the corporation’s reputation, it is recommended that companies provide educational resources on online shopping, including guidance on using the company’s website, comparing prices and other services that facilitate online purchases. This will help to support the credibility of e-marketing and enhance customer trust.

This research is an exploration of how e-marketing has affected a Corporation’s Reputation. It provides modern knowledge about the dynamic interplay between digital strategies and brand perception. Investigating this relationship provides valuable insights into the evolving landscape of consumer trust in the digital age. By analysing the various ways in which e-marketing influences a company’s reputation, innovative approaches can be developed to enhance its online presence and build lasting customer trust.

This study aims to recognize the significance of branding in the academic field to enhance students' loyalty. The research has examined the effect of e-word of mouth as a moderator on loyalty and exploring the intention to get enrollment variable as a mediator in the context of higher education institutes. In order to establish theoretical foundation of study, theory of planned behavior and expectancy-value theory have been used to hypothesize relations.

Quantitative research methodology has been used in this research while structured questionnaires have been used to collect the sample data which is comprised of 201 students. Population for this study included students of universities in Pakistan from both private and public sector.

It has been found that e-marketing has a positive relationship with student loyalty. Further, eWOM acts as a moderator between e-marketing and student loyalty. The study also found that intention to get enrollment mediates the relationship between e-marketing and student loyalty.

This study is a contribution to higher education literature and provides implications that how effectively HEIs should employ e-marketing techniques that not only attract new students to get enrolled but also help to develop long-term relations leading toward student loyalty.

The study has been unique as it has examined the increasing role of e-marketing on students' loyalty. The study is the first in nature which has explored how universities can use e-marketing to enhance students' loyalty and how this relationship can be enhanced through the use of electronic word of mouth (eWOM).

The primary aim of this study is to identify and analyze the key factors that impact the intentions of Jordanian tourists to visit and revisit destinations using the Jannah Jo app.

A self-administered questionnaires via Google Forms was employed comprising a sample of 401 Jordanian tourists who have the Jannah Jo app. Partial least squares-structural equation modeling approach was applied for hypotheses testing.

The present investigation has revealed that the constructs of perceived ease of use (PEU), perceived usefulness (PU) and perceived value (PV) exerted a significant and positive impact on electronic word of mouth (e-WOM). Additionally, e-WOM was observed to wield a positive and significant influence on the attitudes of consumers' decision-making, thereby ultimately affecting the intentions of Jordanian tourists with regard to their decisions to visit and revisit destinations. Nevertheless, it is noteworthy that the results indicated that neither augmented reality nor content quality exhibited any statistically significant positive relationship with e-WOM.

Tourism agencies striving to encourage the adoption of smart applications must grasp the relevance of e-WOM within the contemporary digital milieu. Additionally, they should acknowledge the significance of tourists' intentions concerning both revisiting and initial visits. This research contends that such agencies ought to take into account the substantial influence exerted by PEU, PU and PV in shaping the favorable e-WOM discourse.

By integrating the technology acceptance model in conjunction with other relevant variables, this research strives to develop a comprehensive model that advances the comprehension of the intricate determinants affecting tourists' engagements with mobile applications. Furthermore, it is noteworthy that this study represents the initial investigation conducted in the Middle East, specifically in Jordan, on this subject matter.

The objective of the study is to explore explanations for the capital structure compositions of farmer cooperatives, which have a unique equity structure with allocated equity as well as unallocated equity.

Data came from a panel of US grain marketing and input supply cooperatives for the 2010–2020 period. The study is concerned with the proportions of debt, allocated equity and unallocated equity, which requires the application of a fractional multinomial panel model to ensure predictions fall within the observed data range (i.e. 0–1).

Larger cooperatives have relatively high debt proportions. Diversification of the product portfolio has a positive effect on the debt proportion. Profitability is associated with higher debt proportions in input supply cooperatives and higher allocated equity proportions in grain marketing cooperatives. Over time, the proportion of unallocated equity increased. Overall, some results differ across grain marketing and input supply cooperatives.

Increasing proportions of unallocated equity warrant a debate about the future value of ownership and governance by members of farmer cooperatives.

Previous empirical investigations of the capital structure compositions of cooperatives lacked a distinction between allocated and unallocated equity. Our results show that the proportions of the two equity accounts respond differently to given predictors. Furthermore, much of the prior empirical literature fails to separate cooperatives on the basis of economic activities (i.e. marketing, supply and mixed).

Collaborating with consumers during new product development can provide companies with significant benefits and competitive advantages. Although several studies have been conducted on the design of co-innovation platforms, there is still a need for a more comprehensive understanding of the co-innovation phenomenon. To address this gap, this research aims to identify the critical success factors of co-innovation platforms and provide an extensive analysis of the variables that determine their effectiveness.

This study presents a systematic literature review of co-innovation platforms based on an analysis of 89 articles published in 50 scholarly journals in the disciplines of information systems, marketing and business, covering the years from 2006 to 2022.

The review synthesizes the current state of scientific knowledge and groups prior studies thematically as critical success factors of co-innovation platforms. As a result, eight success factors have been identified in terms of quantity and quality of contributions. These factors include product involvement, perceived fairness, sense of community, interactive environment, employee involvement, participant diversity, assessment structure and task design.

The study consolidates existing research about the critical success of co-innovation platforms. It also provides a research framework that incorporates a diverse set of variables that can be used to assess co-innovation performance in future studies.

This paper aims to highlight the effect of mobile commerce (m-commerce) ubiquity on usage behavior as well as the mediator mechanism of brand trust between ubiquity and usage behavior. To extend the findings, this research also examines the moderator role of product reputation on the nexus between brand trust and usage behavior in the m-commerce context.

Given the quantitative approach, the authors gathered 1,565 valid responses from m-commerce app users. Data were analyzed in SmartPLS 4.

Ubiquity positively impacted brand trust, and the latter positively influenced m-commerce usage behavior. Brand trust also partially mediated the effect of m-commerce ubiquity on usage behavior, along with product reputation moderating the positive effect of brand trust on usage behavior.

By combining resource-based theory with signaling theory in the stimulus-organism-response (S-O-R) framework, this paper's novelty focuses on the investigation of m-commerce ubiquity, brand trust as a mediating mechanism and product reputation as a moderator in explaining usage behavior in the m-commerce context.

In an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during critical events that significantly impact the marketplace. Specifically, this research focuses on external crises (i.e. global health crises, natural disasters and regional conflicts) beyond the control of the corporations that govern brands. It does so by exploring the most effective brand communication strategies at the onset of a crisis when brands may shift promotional content to more sensitive, crisis-related content as a means to connect with consumers. Furthermore, this paper seeks to understand which consumer segment will benefit most from brands’ crisis-related content.

This research introduces two empirical studies (combined sample = 490), using student and online participant samples.

Results from this work demonstrate that at the onset of a crisis, consumers’ attitudes, brand engagement, and self-brand connections significantly increase after visualizing crisis-related versus noncrisis-related brand messages. Results also reveal that consumers who feel less socially connected will react more favorably to brand communications that contain crisis-related content (i.e. informative or emotional content related to the crisis) than non-crisis-related content (i.e. marketing content aimed to promote and advertise the brand, product and/or services).

While the effect of crisis communications on consumption behavior and the moderating effect of social connections is explored, the underlying mechanism of these effects is not investigated in this study. Therefore, future research might consider evaluating the mechanisms that drive these effects.

This work builds on past research to help establish that during early critical times, marketing managers should include crisis-related content in their communications, which will increase consumers’ positive reactions toward the brand.

Another implication of this work is that it underscores the significance of crisis-related brand communications as an inclusive practice because these are particularly well-received among vulnerable consumer segments, such as those who feel less socially connected during critical times.

Proactive communication strategies allow brands to better manage external critical challenges. As brands navigate a postpandemic marketplace, this research highlights the adaptations that managers can make to their communication strategies at peak uncertain times, such as the earlier stages of an external crisis.

Rapid changes in technologies and customer preferences are increasing market uncertainty. Hence, despite the benefits of reactive and adaptive marketing in the industrial market, such marketing is sometimes insufficient for suppliers to survive and succeed. This phenomenon is prevalent among the small and medium-sized suppliers (SMSs) who fail to build technological capability. This suggests that SMSs should be entrepreneurial to survive and succeed in today’s environment. Against this backdrop, the purposes of this study are to understand the process by which entrepreneurial marketing of SMSs enhances their technological capability and to explore factors that stimulate SMSs to implement entrepreneurial marketing.

Based on a survey data set on 249 industrial SMSs in South Korea, the authors test the hypotheses formulated in this work using structural equation modeling.

Based on effectuation theory, this study conceptualizes entrepreneurial marketing as a process by contrasting entrepreneurial marketing with reactive and adaptive marketing. The results show that proactive market orientation and subsequent exploratory market behavior enhance technological capability, and proactive market orientation is stimulated by relational satisfaction and perceived technological turbulence.

This study advances effectuation theory in the industrial marketing literature by exploring the value of entrepreneurial marketing in today’s industrial market. Further, this study extends the entrepreneurial marketing literature by conceptualizing and testing the process by which entrepreneurial marketing of SMSs enhances their technological capability.

The purpose of this study was to examine the impact of strategic leadership (SL) on business operational resilience (OR) in the hotel industry in Egypt, namely, during and after the pandemic. This investigation also aimed to explore the mediating function of crisis response strategies (CRSs) and organisational e-readiness (Oe-R) in this relationship.

The researchers conducted a cross-sectional study using a questionnaire as the primary data collection method. Using partial least squares structural equation simulation (PLS-SEM), the study used a comprehensive sample that targets the general managers of all five-star hotels in Egypt.

Results indicated that SL has a positive impact on CRSs and Oe-R. Furthermore, the results reveal a positive influence of Oe-R on both CRSs and hotel OR. On the other hand, CRSs do not influence hotel OR. The findings showed that CRSs fully mediate the link between SL and OR. However, CRSs do not serve as a mediator between Oe-R and OR. Furthermore, the findings showed that Oe-R partially mediates the link between SL and both OR and CRSs.

The study yields unique and valuable theoretical and practical insights to guide hotel leaders and managers towards adaptive recovery and resilience in turbulent and crisis-ridden environments by demonstrating that the combined mediating function of CRS and Oe-R is more effective in strengthening the relationship between SL and OR.

This study represents a pioneering investigation that establishes a correlation between SL and OR, either through direct or indirect means. The research examines the involvement of CRSs and Oe-R as collaborative mediators in this relationship. Previous studies undertaken in the hotel industry and service sector have not investigated this specific element.

This research paper aims to investigate the predictors and outcomes of immersive technology adoption in tourism.

PLS-SEM is used for data collected from tourists visiting the UAE and Egypt to examine predictors and consequences of adoption.

It is revealed that perceived ease of use, enjoyment, immersion, usefulness and attitude towards technology predict immersive technology adoption. It is also revealed that the adoption affects tourists’ perceived value and engagement, which, in turn, affects tourists’ satisfaction and loyalty.

The study has integrated a research model that combines both antecedents and consequences of immersive technology adoption where few empirical investigations were revealed to draw conclusions on this research area. Also, missing relations have been included and tested in the research model.