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With the advancement of digital transformation, it is important for e-retailers to use artificial intelligence (AI) for customer engagement (CE), as CE enables e-retail brands to succeed. Essentially, AI e-marketing (AIeMktg) is the use of AI technological approaches in e-marketing by blending customer data, and Retail 4.0 is the digitisation of the physical shopping experience. Therefore, in the era of Retail 4.0, this study investigates the factors influencing the use of AIeMktg for transforming CE.

The primary data were collected from 305 e-retailer customers, and the analysis was performed using a quantitative methodology.

The results reveal that AIeMktg has tremendous applications in Retail 4.0 for CE. First, it enables marketers to swiftly and responsibly use data to anticipate and predict customer demands and to provide relevant personalised messages and offers with location-based e-marketing. Second, through a continuous feedback loop, AIeMktg improves offerings by analysing and incorporating insights from a 360-degree view of CE.

The main contribution of this study is to provide theoretical underpinnings of CE, AIeMktg, factors influencing the use of AIeMktg, and customer commitment in the era of Retail 4.0. Subsequently, it builds and validates structural relationships among such theoretical underpinning variables in transforming CE with AIeMktg, which is important for customers to expect a different type of shopping experience across digital channels.

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.

The digital marketing landscape is rapidly evolving, but the integration of visual content still heavily depends on human expertise. Driven by the quest for innovative marketing strategies that resonate with family-oriented consumers, this study seeks to bridge this gap by applying machine learning to analyze visual content in the maternity and baby care product sector.

This study incorporates a range of machine learning techniques – including open science framework feature detection, panoptic segmentation, customized instance segmentation, and face detection calculation methods – to analyze and predict the appeal of images, thereby enhancing user engagement and parent-child intimacy.

The exploration of various ML models, such as DT, LightGBM, RIPPER algorithm, and CNNs, has offered a comparative analysis that addresses a methodological gap in the existing literature, which frequently depends on isolated model evaluations. According to our quadrant analysis with respect to engagement rate and parent-child intimacy, the selection of a model for real-world applications depends on balancing performance and interpretability.

The proposed system offers a series of actionable recommendations designed to enhance customer engagement and foster brand loyalty. This study contributes to image design in maternity and baby care marketing and provides analytical insights for recommendation systems.

Community health centres (CHCs) play a vital role in healthcare service delivery in rural India and act as a crucial link between the primary and tertiary healthcare systems. The rural population in the union territory of Jammu and Kashmir primarily depends on CHCs for healthcare services due to the scarcity of private healthcare infrastructure and the lack of access to tertiary hospitals. The purpose of this study is to analyse the impact of management capability, staff competence, waiting time and patient satisfaction on revisit intention among patients visiting CHCs for care needs. It further examines the mediational role of patient satisfaction between antecedents of patient satisfaction and revisit intention.

A survey by questionnaire was used to collect data from 318 inpatients and outpatients visiting CHCs. Partial least square-structural equation modelling was performed with the help of SmartPLS 3 software to evaluate the causal relationships between variables.

The findings of the study ascertain that staff competence and waiting time are strong predictors of patient satisfaction while management capability was reported as an insignificant factor. Patient satisfaction significantly affects revisit intention and successfully mediates the impact of management capability, staff competence and waiting time on revisit intention.

CHCs play a significant role in bridging the gap between primary healthcare and tertiary healthcare and in delivering healthcare services to the vast rural population in India. This study necessitates the active participation of management to ensure the smooth functioning of CHCs. There is a need to provide adequate staff and necessary infrastructural facilities to reduce the treatment waiting time.

The primary objective of this research is to identify and analyze the influence of digital marketing practises on performance of business of manufacturing enterprises in Delhi-NCR. A quantitative and descriptive research design was implemented in this study. 368 participants from various enterprises were chosen. Questionnaires were used to collect data on the benefits and challenges which are perceived of digital marketing, as well as usage and business performance of these enterprises. SPSS v24.0 is utilized to carry out statistical analysis on the collected data. The study discovered that advantages and problems of digital marketing practices influenced the usage of digital marketing. Furthermore, the execution of digital marketing had a prominent influence on sales and total number of customers of these enterprises, and this relationship was moderated by type and size of businesses. It was discovered that using digital marketing strategies increased business profits by raising digital marketing awareness among consumers and various industries. It made digital marketing easier to implement in various businesses. However, research should be conducted for appropriate generalization in a larger scale.

The purpose of the paper is to investigate the marketing and communication activities carried out by small management consulting firms and how they relate to customers.

After the framing of the literature on the subject, the study is based on the results of a survey carried out through an online questionnaire. The sample under investigation is represented by 914 small consulting firms located in central Italy.

Results show that half of the sample carried out marketing and communication activities, mainly through the website and social media, while others participating in events as speakers at conferences. It also emerges that management consulting firms carry out activities aimed at maintaining relationship with customers even if they do not invest time in market research in order to find potential and new clients.

The study suggests that management consulting firms should adopt a systematic and strategic approach to communication and should develop a complete and integrated digital communication strategy, as well as to rethink the consulting business model.

There are no previous studies that provide insight into the everyday practice of marketing and communication of small management consulting services in today's dynamic and changing economic environment.

Kerala is considered to be the must-see locations in a life time of a tourist. Tourism has become an important vital cog in the economy of the state of Kerala. The state boasts of an excellent road and rail networks, lakes and natural canals and the backwaters. The study was done in the back water destinations – Alappuzha, Kollam, Kottayam and Kuttanad. The study was carried out to learn about the relationship between the brand name of the backwater tour operator, the offers they give and the selection of backwater destination post-COVID-19. This descriptive study was conducted through a survey method. The study used qualitative approach by using a questionnaire and the total sample composed of 400 respondents. Analysis was done with the help of chi-square. The researcher found that there exists a significant relation between offers in tour package and backwater destination, but there is no significant relation existing between brand name and selection of a backwater destination.

The concept of Sustainability-Oriented Service Innovation (SOSI) has been recently suggested from a conceptual reflection approach in an attempt to integrate innovation and sustainability in services, being an emerging field of innovation in services. This study aims to propose a scale to measure Sustainability-Oriented Service Innovation from the perspective of the company. Because the whole is different from the sum of its different parts, we need to better understand the synergy between sustainability and innovation for the future of tourism companies.

Upon a literature review, we propose a scale and explore its dimensionality with data from 268 to 256 Spanish hotel and travel agency managers, respectively. The dimensionality of the scale for measuring Sustainability-Oriented Service Innovation is similar in hotels and travel agencies.

Five factors emerge from the principal component analyses carried out: two dimensions referred to technological and non-technological innovation, respectively, and three dimensions labelled as economic, social and environmental sustainability.

To guide managers towards their operations, the proposed scale is expected to inspire models to assess the impact of SOSI practices in such a highly competitive industry and to identify the most influencing dimensions on the future performance of the tourism company.

To the best of our knowledge, no scale has been presented so far that brings together the dimensions of technological and non-technological innovation, as well as sustainability from a Triple Bottom Line approach.

The purpose of this study is to examine the variables affecting college students’ consumption behaviour in the context of the internet celebrity economy and the We Media environment.

In this study, five independent variables − perceived ease of use, perceived usefulness, attitude, We Media environment and internet celebrity marketing, as well as one mediating variable, consumption intention, are used to analyse college students’ consumption behaviour.

This study concluded that all five independent variables have positive relationships with the consumption intention and that the consumption intention also has a positive relationship with the consumption behaviour.

This study expanded the technology acceptance model and theory of planned behaviour model, which could provide insights for future research on consumption intention and behaviour. In addition, this study gives guidance for businesses considering to join this new industry in the internet celebrity economy.