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To explain and empirically test how different marketing communication channels interact with each other and contribute to brands’ diverging marketplace performance.

With a unique data set combining key variables of major passenger car brands, the paper takes a source-based perspective to investigate how firm-based communications, expert opinions and online consumer reviews interact and affect brands’ marketplace performance. Then the paper studies the three special boundary conditions under which online consumer reviews’ influence varies in competition with the other two established information sources. Lastly, a study was done to demonstrate the financial significance of investing in different information sources.

The results show that online consumer reviews mitigate the effectiveness of the other two information sources in driving brand sales. This mitigation effect is also magnified when the brand is weak, firm-based communications are modest and expert opinions are less favorable. The findings further suggest that in the emerging communication enterprise, firm-based and expert-based communications remain the core while user-based communication plays an indispensable competing and complementary role.

In the new digital era, firms are facing the daunting task of understanding and integrating multiple communication channels. The study provides important implications for both researchers and practitioners with respect to brand management and integrated communications.

Existing studies have demonstrated that each of the three communication efforts (by firms, experts and consumers) exerts a significant influence on product sales, but few studies have been conducted in settings marked by the coexistence of these efforts. In addition, the three communication efforts are likely to have different effects on brands with different market positions. The current study is contributing to the literature by filling the above gaps.

Today's marketing executives face an increasingly difficult task in developing and selecting brand names that can contribute to the successful introduction of a new product. Of all the factors in the marketing mix, the product brand name is probably the least volatile, and that makes the choice of an effective one all the more important. Once the name is established, it is generally a given throughout the marketing effort. Several cross‐currents in today's market‐place make the name choice an even greater challenge these days.

The purpose of this paper is to review the literature on the topic “impact of digital marketing” over the span of past eight years, published in various prominent research journals in the past eight years. The purpose of this paper is to act as a starting point for several further researches in this area of study, and also to get the overview of the research that has happened and understand the relevant research gaps that exist in the area of digital marketing.

Scopus database is used to search the research publications on the selected topic. The papers selected for this paper have been published in the past eight years (2012–2020).

It has been concluded by many of the research papers reviewed that “Digital Marketing Efforts” influence the purchase intention of the customer. It can be also inferred that the distinction between the “marketing” and “digital marketing” is soon fading as every type of marketing effort will have an element of “digital marketing” in it.

The approach to the review is theoretical and no primary data have been collected. This bibliometric review is expected to provide overview of the research that has happened over the span of past eight years in the area of digital marketing.

Many of the papers have expressed the limitations and opportunities for the future research. Few of the prominent and relevant research gaps are listed in this paper. This paper is expected to lay a foundation for several further studies in this area of study.

The paper is original in terms of reviewing the literature published on the topic, “impact of digital marketing”, between years 2012 to 2020. As the world has been forced to go digital due to COVID-19 outbreak, it has become all the more significant to take an account of developments in the field of “digital marketing”.

Social media's role in engaging participants in sports events, particularly during the pandemic, is acknowledged. However, previous studies often utilized sports events for diverse objectives but overlooked brand equity's influence on sports event development. And very limited research explores social media's impact on brand equity in esports events, despite its significance. Therefore, this study aims to explore how social media affects esports event brand equity and participants' satisfaction and engagement with social media through brand equity's influence.

The study focused on League of Legends World Championships (LOLWC) participants, who completed a self-judged questionnaire online. The questionnaire included demographic details and latent constructs. Data analysis involved two steps: exploratory factor analysis (EFA) to assess measurement scale validity and structural equation modeling (SEM) to study relationships between traits.

The results reveal that, within the esports event context, controlled communication exerts a meaningful and dual impact – both directly and indirectly – on the fundamental components of brand equity. This, in turn, serves as a catalyst for increasing participant contentment and their posting intention.

This study applies brand equity theories to the esports domain, exploring participant-based brand equity concepts, user behavior and the influence of social media communication on event branding and engagement. It also recommends strategies for event improvement, emphasizes controlled communication for brand equity and highlights marketing's role in brand awareness, association and participant satisfaction. Additionally, it suggests government regulation to address cyber violence during esports events.

Complaint handling has the great influence on customer retention and provides a chance for businesses to improve service quality. This study intended to reveal the complaint actions of adolescent customers and perceptions of failure recovery in buffet restaurants with a linkage of family communication patterns.

A consumer survey was administered in the metropolitan area of Taipei. Quota sampling procedure was applied following the age and gender distribution of the population between the ages of 13 and 19. Consent from parents was obtained prior to the survey.

Based on the results of the study, adolescent customers with high concept‐ and high socio‐orientation were prone to complain for dissatisfaction. Private actions were preferred by adolescent customers to express dissatisfaction, followed by using the internet or through actions of parents. For service recovery, adolescents preferred to have discounts, followed by free desserts. The results indicated that adolescents were more straightforward and they wanted to have compensations immediately. Furthermore, service recovery satisfaction showed a positive relationship with repeat purchases. Adolescent customers who were satisfied with service or food compensations would be likely to have repeat purchases. Nevertheless, adolescents who were unsatisfied with the service or food recovery did not totally cease purchasing.

Buffet managers should give inducements to encourage adolescents to complain spontaneously. Buffet managers may offer discounts for the current consumption rather than coupons for next patronage. Adolescent customers with concept‐ and socio‐orientation will provide useful information for buffet managers to improve their service quality.

This study provides new insights into the area that has not been studied exclusively, complaint behavior of adolescent customers in buffet restaurants.

Old Pubilius was our kind of guy. He understood the essence of pricing and got it down to 11 words. Unfortunately, the academics and consultants moved in during the ensuing centuries and made pricing a little more complex.

The potential for improving the quality of working life through increased shopfloor involvement in decision‐making, work redesign experiments, etc., is greater in Japan than in many Western countries because of various historical and cultural factors. Japan has many more examples of worker participation and work humanisation projects than most Western observers realise. The lack of widespread information about these developments is due to the few examples that are reported outside of Japan (in English) and to the difficulties of translating many of the Japanese publications into English. Due to the paucity of literature available in the West we thought it might be useful to examine a sample of the voluminous activities taking place in Japan in the quality of working life field.

The purpose of this paper is to explore the impact of recruiter gender and profit margin on the duration of the hiring process in professional services firms (PSFs).

In evaluating over 500 recruiting transactions in a PSF, a factorial ANOVA was performed to determine if there is a significant interaction between recruiter gender and profit margin on days it take to fill an open position.

The results suggest a significant interaction exists between the recruiter gender and profit margin variables in effect on days that it takes to fill an open position. At lower job position profit margins, female recruiters were found to outperform their male counterparts. Conversely, at higher job position profit margins, male recruiters appear to outperform female recruiters.

This research is focused on the duration of the recruiting process and does not address the quality of candidate selection. An evaluation of the quality of candidate selection contrasted with the time it takes to hire should be an essential consideration for future research.

If job vacancies remain vacant at client firms for an extended period, this could adversely impact the financial and reputational health of small PSFs. By focusing on key variables that impact the recruiting timeline, management may be able to consider interventions that would improve both the recruiting process and firm’s financial health.

This study provides a unique contribution by focusing on the recruiting timeline, recruiter gender, profit margin, and the resulting ability of a PSF to proactively manage its revenue.

The purpose of this conceptual paper is to introduce a new governance model based on collaborative co-creation of value that leads to the strategic integration of football clubs and their community trusts. This paper also introduces a new process framework that can be instrumental to practitioners and can be operationalised by researchers.

The paper is underpinned by social strategy literature, the service-dominant (S-D) logic framework of value co-creation, stakeholder thinking and the creating shared value (CSV) framework. The process framework is based on the P.A.S.C.A.L. (perception, analysis, synthesis, choice, action and learning) decision-making process introduced by Goodpaster (1991).

Although the evidence that we have presented shows that some clubs are already applying some of the strategies that are part of our process framework, the paper highlights further opportunities particularly for clubs with less-developed social schemes.

This paper is a conceptual paper based on an ongoing multi-case study of four English Premier League clubs. The evidence we introduce is to bring our proposed process framework to life. As implications for future research, the process framework can be tested empirically. Future studies might also focus on how the international footprint of the community trusts influences their strategic integration with the rest of the club. Lastly, the leader plus team might be used as a new unit of analysis in future research.

This conceptual paper can mitigate the separation fallacy that decouples social schemes from football and commercial objectives. Our process framework illustrates how stakeholder relationships are governed and lead to value creation. The strategies within the CSV framework are a roadmap for expanding social and economic value co-creation.

Our process framework for collaborative value co-creation can guide practitioners on how to develop and implement their social strategies.

The originality of this paper is in the application of the S-D logic and the CSV framework to social strategies in football clubs and the introduction of a process framework that may be operationalised by researchers and applied by practitioners as they develop and implement their social strategies.