Perkembangan dunia digital membawa perubahan besar dalam aktivitas branding dan signifikan kontribusinya kebangkitan brand lokal. Hadirnya platform digital, khususnya media sosial, mendorong terjadinya pergeseran kekuasaan value production dari perusahaan ke konsumen. Dunia dikombinasikan dengan konsumen sebagai co-creator memunculkan istilah citizen marketers viral marketing. Riset tentang mar...

It is an irrefutable fact that consumers play an undeniable role in any country’s sustainability index advancement. There is evidence that thirty to forty percent of environmental degradation is caused by private household consumption activities. Consumers are becoming increasingly aware of this fact and have started exhibiting concerns towards environmental degradation. These pressures have ma...

The recent growth of internet applications on hospitality and tourism provokes on-line consumer comments and reviews. Many researchers and practitioners have named this enormous potential as “e-WOM (electronic word of mouth)”. Travel comments are important experiential information for the potential travellers. Many researches have been conducted to analyse the effects of e-WOM on hotel consumer...

Marketers have been rushing to increase their social media marketing expenditures. However, the state of empirical research, business intelligence and analytics into the business value of social media marketing engagements have still lagged behind. Prior research about the impact of social media user-generated content on aggregate sales has overlooked the qualitative aspects. Moreover, due to t...

It’s an era of high competition, dynamism and complexities which have forced organizations to change dramatically due to rising customer expectations. Marketers are under constant pressure to deliver finest to their customers. With the advent of technology, marketers have identified latest advertising media options to reach out to target audience. But the conventional ways of print advertisemen...