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Full-Text Articles in Advertising and Promotion Management

From Consumers To Makers: A Community-Based Model Of The Diy Food And Beverage Kit Ecosystem, Mark Mitchell, Richard Martin, Sheila Mitchell Oct 2026

From Consumers To Makers: A Community-Based Model Of The Diy Food And Beverage Kit Ecosystem, Mark Mitchell, Richard Martin, Sheila Mitchell

Atlantic Marketing Journal

The market for do-it-yourself (DIY) food and beverage kits continues to expand as consumers seek experiences that combine convenience, learning, creativity, and participation. This conceptual paper proposes a four-community ecosystem model consisting of consumers, makers, marketers, and consumption communities. Drawing on value co-creation, prosumption, experiential consumption, and diffusion of innovation theories, the model suggests that participation in DIY production transforms consumers into makers, fosters a maker identity, and encourages engagement in product-category consumption communities. Through sharing experiences and outcomes, participants attract new consumers into the marketplace, creating a self-reinforcing cycle of growth. The framework extends value co-creation theory by explaining …

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Brand Gravity And Instant Adoption: Consumer Visitation, Loyalty, And Trip Chaining Following The Entry Of A New National Coffee Chain, Mark J. Sciuchetti Jr., Jianping Huang Oct 2026

Brand Gravity And Instant Adoption: Consumer Visitation, Loyalty, And Trip Chaining Following The Entry Of A New National Coffee Chain, Mark J. Sciuchetti Jr., Jianping Huang

Atlantic Marketing Journal

This study examines how consumers adopt a strong national brand immediately after its entry into a small regional market. Using anonymized mobile location data from the first twenty-nine weeks of a new Starbucks location in Anniston, Alabama, the analysis evaluates weekly visitation, repeat behavior, visitor origin distance, trip chaining, and temporal demand. The store opened above its subsequent steady state, indicating activation of preexisting demand rather than a gradual diffusion process. Repeat visitors generated 82.6% of visits within the observation window, showing rapid movement from trial to habitual use. The entrant also exhibited a flatter distance decay gradient than adjacent …

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Reducing Cognitive Load To Strengthen Customer Engagement: The Strategic Role Of Digital Tools, Neda Mossaei, Maryam Tofighi Oct 2026

Reducing Cognitive Load To Strengthen Customer Engagement: The Strategic Role Of Digital Tools, Neda Mossaei, Maryam Tofighi

Atlantic Marketing Journal

This paper examines how advanced technological interfaces, particularly chatbots and augmented reality, influence customer engagement by reducing the cognitive effort required to interact with firms. As digital tools become increasingly embedded in everyday life, companies are leveraging these technologies to streamline communication, personalize experiences, and foster long-term relational outcomes. Guided by cognitive load theory, this study argues that minimizing mental effort in customer–firm interactions improve engagement by making interactions more seamless and intuitive. At the same time, relationship marketing theory emphasizes that reducing cognitive barriers can cultivate customer engagement, trust, and loyalty over time. Together, these perspectives suggest that implementing …

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Medical Tourism Patient Guidance: A Content Analysis Of Risk Reduction Guidelines Available To Global Health Seekers., Alicia Mason, Angela Ashmore Aug 2026

Medical Tourism Patient Guidance: A Content Analysis Of Risk Reduction Guidelines Available To Global Health Seekers., Alicia Mason, Angela Ashmore

Faculty Submissions

This study examines medical tourism (MT) patient guidance messages intended to reduce procedural risks—those directly related to biomedical treatments—and process risks, which involve logistical, administrative, and interpersonal challenges of seeking healthcare abroad. The analysis focuses on print and digital publications authored by individuals independent of the MT industry, including policy researchers, travel health experts, lifestyle reporters, and consumer-focused medical travel writers. Using a two-phase digital and database search strategy, 27 publications from 2009 to 2024 were identified and analyzed using exploratory content analysis methods. Findings reveal important differences in the scope and depth of guidance aimed at reducing risks for …

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The Startup: Critical Perspectives On Technology Entrepreneurship And Digital Labor, Kochav Koren Aug 2026

The Startup: Critical Perspectives On Technology Entrepreneurship And Digital Labor, Kochav Koren

All Duquesne Faculty Scholarship

Communication and media studies are rapidly reshaped by socio-technological forces within the framework of informational capitalism, where startups emerge as key drivers of the global creative economy. This study critically examines the global startup movement through political economy, classical sociology, and Southern perspectives to assess whether digital entrepreneurship fosters genuine, decentralized innovation or perpetuates speculative financialization and labor precarity. Employing a multi-layered theoretical framework—including Schumpeterian creative destruction, Marxist commodity fetishism, and Weberian charismatic authority—and qualitative fieldwork across North and Latin American tech hubs, the analysis reveals startups as network enterprises that both disrupt markets and reproduce structural inequalities. The findings …

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Deepfakes As Crisis Triggers: Experimental Evidence On Response Strategy Effectiveness, Responsibility Attributions, And Sharing Intentions, Alicia Mason, Mariah Laman, Tanner Glenn, Treyton Meyers Jul 2026

Deepfakes As Crisis Triggers: Experimental Evidence On Response Strategy Effectiveness, Responsibility Attributions, And Sharing Intentions, Alicia Mason, Mariah Laman, Tanner Glenn, Treyton Meyers

Faculty Submissions

The term deepfake refers to falsified media content created using artificial intelligence (AI) technologies to manipulate audio, video, or images. Deepfake news fabrications are designed to appear highly realistic, making it difficult for audiences to distinguish them from authentic content. Responding to deepfake-induced  reputational threats therefore presents a unique challenge for organizations. Despite the growing prevalence of deepfake technology, little experimental research has examined how different crisis communication strategies perform in mitigating the reputational and relational harm posed by deepfake-induced crises. Accordingly, this study seeks to (1) examine how exposure to deepfake news relates to public perceptions and affect toward …

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Online Shopping Non-Adoption In South Africa: A Distrust-Centric Framework Integrating Social Exchange, Trust Transfer, And Social Presence Theories, Cleopatra Moipone Matli, Jeevarathnam P. Govender May 2026

Online Shopping Non-Adoption In South Africa: A Distrust-Centric Framework Integrating Social Exchange, Trust Transfer, And Social Presence Theories, Cleopatra Moipone Matli, Jeevarathnam P. Govender

Journal of Marketing and Consumer Behaviour in Emerging Markets

Online shopping non-adoption remains critically underexplored, especially in emerging markets. Addressing this gap, the authors develop and test a distrust-centric framework that applies the inhibitory logic of social exchange, trust transfer, and social presence theories to explain pre-emptive avoidance. Focusing on South Africa, where only 18.16% of the population engage in e-commerce, data was collected from 414 consumers who have never shopped online. Structural equation modelling reveals that perceived lack of reciprocity directly increases the intention of non-adoption. Moreover, distrust in online payment systems transfers to broader channel scepticism, which in turn drives avoidance. Perceived lack of social presence further …

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Corporate Sociopolitical Activism On Instagram: Brand Responses To Covid-19 And Black Lives Matter, Cynthia B. Hanson May 2026

Corporate Sociopolitical Activism On Instagram: Brand Responses To Covid-19 And Black Lives Matter, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

No abstract provided.

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A Case Study Of Faculty Perspectives On Teaching Across Borders, Lucy Matthews, Diane R. Edmondson, Tammy Bahmanziari May 2026

A Case Study Of Faculty Perspectives On Teaching Across Borders, Lucy Matthews, Diane R. Edmondson, Tammy Bahmanziari

Atlantic Marketing Journal

This study explores the differences between faculty who have and have not led study abroad programs at a southeastern U.S. public university. Using survey responses from 133 faculty members, the research examines professional and motivational variables that influence participation. Findings reveal that those who have led study abroad programs tend to be satisfied with their experiences, report higher perceptions of student cultural competency gains, and are more likely to recommend such programs to peers. Additionally, experiential learning emerged as a central theme, with faculty highlighting the pedagogical value of immersive global education. Barriers to participation were also investigated. The study …

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A Captured Audience: How Job Stress Leads Employees To Online Shopping Via Cyberloafing, Seth Williams May 2026

A Captured Audience: How Job Stress Leads Employees To Online Shopping Via Cyberloafing, Seth Williams

Atlantic Marketing Journal

This paper investigates the hyper-connected workplace and how the modern employee deals with job stress in their work environment. Using the theory of compensatory consumer behavior and partial least squares structural equation modeling, we investigate how job stress impacts employees in the workplace to shop online. This shopping is done via cyberloafing, which is using the internet for personal reasons at work. Psychological detachment is also studied as a mediator. Theoretical and practical implications are discussed for managers in the workplace as well as businesses marketing to individuals taking a break on the clock.

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Five Strategic Categories Ai Is Transforming Marketing, Ryan Matthews May 2026

Five Strategic Categories Ai Is Transforming Marketing, Ryan Matthews

Atlantic Marketing Journal

Artificial intelligence (AI) is a revolutionary technology that provides tools and methodologies to expand marketings impact. AI enables companies to better understand customer needs, preferences, and behaviors to personalize an approach to different market verticals and segments. AI has become a significant factor influencing how businesses interact and retain the attention of customers. Customers increasingly have an appetite for a highly personalized interaction. AI-driven data approaches and innovative technologies are increasing personalization and efficiency. AI is a revolutionary tool that enables marketing to grow beyond traditional limitations. Understanding the correct tool is vital for marketing executives, whether they are obtaining …

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Platform Affordances, Produsage, And The Attention Economy: From Red (Taylor’S Version) To The Life Of A Showgirl, Angela Rose Asuncion Apr 2026

Platform Affordances, Produsage, And The Attention Economy: From Red (Taylor’S Version) To The Life Of A Showgirl, Angela Rose Asuncion

The Manuscript: Journal of Taylor Swift Studies

Social media platforms increasingly operate as infrastructures of visibility, shaping the conditions under which cultural content is produced, circulated, and recognised (van Dijck et al.; Nieborg and Poell). This article examines Taylor Swift’s Red (Taylor’s Version) and The Life of a Showgirl as two distinct visibility configurations emerging from the affordances and algorithmic logics of TikTok and Instagram. Drawing on platform studies (Abidin), celebrity theory (Dyer; Marshall; Marwick), and participatory culture and produsage (Jenkins; Bruns), the study employs a QCA-inspired configurational approach (Ragin) to analyse how clusters of affective cues, aesthetic strategies, parasocial signals, and circulation patterns generate contrasting visibility …

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Digital Touchpoints: Investigating Contact Page Accessibility And Visual Authenticity Within Medical Tourism Health Websites, Alicia Mason, Elizabeth Spencer, Kristen Livingston, Treyton Meyers, Sakshi Bhati, Himika Akram Apr 2026

Digital Touchpoints: Investigating Contact Page Accessibility And Visual Authenticity Within Medical Tourism Health Websites, Alicia Mason, Elizabeth Spencer, Kristen Livingston, Treyton Meyers, Sakshi Bhati, Himika Akram

Faculty Submissions

This study examines two critical digital touchpoints on medical tourism provider (MTP) websites: (1) the accessibility of contact pages which often function as entry points for inquiries, scheduling, and pre-travel coordination, and (2) the authenticity of visual imagery used to shape expectations about care environments, personnel, and technological capacity. A sample of 105 MTPs across all six World Health Organization regions were analyzed using quantitative web accessibility testing and qualitative visual analysis. Results indicate pervasive accessibility errors on contact-page touchpoints and extensive reliance on inauthentic imagery to depict patients, providers, and medical technologies. Together, these practices may distort user expectations …

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The Role Of Short-Form Video Content Strategy In Campaign Performance In Service Operations, Arianna Yates, Aileen Olivares Apr 2026

The Role Of Short-Form Video Content Strategy In Campaign Performance In Service Operations, Arianna Yates, Aileen Olivares

Posters - 2026

Short-form video content, particularly Instagram Reels, has become central to digital marketing strategies aimed at increasing engagement and campaign effectiveness. As consumer attention spans decline, marketers increasingly rely on visually engaging, concise, and interactive content formats. Prior research highlights the importance of content characteristics in shaping engagement outcomes. However, limited empirical evidence exists on which specific attributes most strongly influence performance in short-form video contexts. This study examines how call-to-action (CTA), audio type, and authenticity influence engagement rates in Instagram Reels.

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Defining Cultural Credibility: Perceptions Of Authenticity, Representation, And Appropriation In Brand Campaigns, Santiago Reyes, Alessandra Noli, Ashley Johns, Hannah Trandle, Leticia Falcao Apr 2026

Defining Cultural Credibility: Perceptions Of Authenticity, Representation, And Appropriation In Brand Campaigns, Santiago Reyes, Alessandra Noli, Ashley Johns, Hannah Trandle, Leticia Falcao

AMTP Proceedings 2026

As brands navigate increasingly diverse consumer markets, cultural authenticity has become essential for building trust and relevance. Yet marketing scholarship lacks a clear framework for understanding cultural credibility as distinct from traditional notions of source or brand credibility. This study addresses that gap by examining how consumers conceptualize and evaluate cultural credibility in brand campaigns and collaborations. Drawing on theories of authenticity, cultural identity, and persuasion, the research positions cultural credibility as a socially constructed judgment shaped by perceived authenticity, shared values, and relational alignment. Using semi‑structured interviews and focus groups with multicultural consumers, the study employs thematic analysis to …

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Deinfluencers As Institutional Actors: Dramaturgical Work And The Embedded Contestation Of Consumerism, Gokcen Coskuner-Balli, Charlene Chu, Niklas Myhr, Cristina Nistor Mar 2026

Deinfluencers As Institutional Actors: Dramaturgical Work And The Embedded Contestation Of Consumerism, Gokcen Coskuner-Balli, Charlene Chu, Niklas Myhr, Cristina Nistor

Business Faculty Articles and Research

"In the sections that follow, we develop theoretical scaffolding for our analysis. We begin by reviewing the literature on institutional work, focusing on how embedded actors engage in purposive actions to disrupt taken-for-granted norms. Next, we examine theoretically how influencers operate, setting the stage for understanding how deinfluencers leverage and subvert these roles. We then review scholarship on anti- consumption and consumer resistance, highlighting how deinfluencers depart from conventional activist modes by adopting culturally embedded, everyday practices. Collectively, these literatures inform our conceptualization of deinfluencing as a dramaturgically enacted form of institutional work. Subsequently, we present our methodology, followed by …

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Leveraging Csr To Buffer Brand Challenges During Crises: A Saudi Arabian Perspective, Nouf Alrayes, Abdullah Alhidari Mar 2026

Leveraging Csr To Buffer Brand Challenges During Crises: A Saudi Arabian Perspective, Nouf Alrayes, Abdullah Alhidari

Journal of Marketing and Consumer Behaviour in Emerging Markets

Crises, such as economic downturns or global health pandemics, pose significant business challenges. Engaging in CSR initiatives that contribute to societal well-being can help mitigate the negative consequences of crises, reinforce customer gratitude, and minimize corporate hypocrisy. CSR is critical in shaping a company’s accountability and ethical responsibilities. Consequently, there is an opportunity for the firm to see the role of CSR and how it affects customers’ responses and attitudes during any difficult situation. Drawing upon attribution theory and the customer gratitude reciprocity cycle, a conceptual framework was developed to test the impact of CSR on the variables: corporate hypocrisy, …

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Why We Must Commune: Rethinking The Role Of Marketing Communications In Turbulent Times, Javier Garcia Feb 2026

Why We Must Commune: Rethinking The Role Of Marketing Communications In Turbulent Times, Javier Garcia

Publications and Research

“Communications” is often thought of as a noun, representing the messages we receive on a daily basis from people, brands, and institutions alike. 

"Communications" is also often associated with an industry that exists to produce such messaging in service of capitalism, with a commercial or otherwise actionable outcome desired from its receiving audience. 

This presentation, hosted by two-time CCNY graduate and senior marketing communications professional and Assistant Professor Javier Garcia, will examine the urgency and opportunity in rethinking the value and study of marketing and communications. 

In his presentation, Professor Garcia will offer suggestions on how to guide students towards …

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Pabrik Gula Di Tangan Netizen: Pemanfaatan User Generated Content (Ugc) Sebagai Mesin Promosi Film, Muthiah Khansa Basyirah, Khairunnisa Devani Aqtus Permana Putri Putri, Peny Meliaty Hutabarat, Yunita Miftahul Jannah Jan 2026

Pabrik Gula Di Tangan Netizen: Pemanfaatan User Generated Content (Ugc) Sebagai Mesin Promosi Film, Muthiah Khansa Basyirah, Khairunnisa Devani Aqtus Permana Putri Putri, Peny Meliaty Hutabarat, Yunita Miftahul Jannah

Jurnal Sosial Humaniora Terapan

Social media continues to drive growing digital trends in Indonesia, including marketing strategies. TikTok has become one of the social media platforms capable of gaining wider exposure due to its ability to create viral content. In line with the increasing use of TikTok, the phenomenon of User Generated Content (UGC) has emerged. This study aims to examine UGC in the marketing strategy of the film Pabrik Gula (Sugar Factory) to improve effective communication, close relationships with audiences, and creative content production strategies. This study uses User Generated Content (UGC) as the research subject and Pabrik Gula as the object, using …

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A Holistic Approach To Country Branding: Examining A Master Brand And Sub-Brand Framework, Musa Pinar, Aycan Duran Tekoglu, Tulay Girard Jan 2026

A Holistic Approach To Country Branding: Examining A Master Brand And Sub-Brand Framework, Musa Pinar, Aycan Duran Tekoglu, Tulay Girard

Atlantic Marketing Journal

Recently, nation branding has drawn the attention of policymakers worldwide, as nations recognize its strategic importance in achieving and sustaining success in the global competitive landscape. This study provides a conceptual framework based on master brand and sub-brand architecture to examine country branding holistically by integrating macro and micro perspectives, country brand equity, and their effects on consumer preferences. The specific objectives are to 1) identify the dimensions of master brand, sub-brand, and country brand equity and develop reliable and valid measurement scales for each dimension, and 2) develop a conceptual framework that integrates the master brand, sub-brand, and brand …

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Slow Fashion Behavior In Young Consumers, Melissa Clark Jan 2026

Slow Fashion Behavior In Young Consumers, Melissa Clark

Atlantic Marketing Journal

The purpose of this research is to better understand the gap between Generation Z’s (Gen Z) knowingness and attitude toward sustainable clothing and their behavior including repair and disposal. A theoretical model was created based on the known relationships among Knowledge-Attitude-Behavior (KAB), specifically considering environmental sustainability knowingness (ESK), environmental sustainability attitude (ESA), and slow fashion behavior (SFB) while extending it with the addition of repair and disposal. The data were collected via online survey of consumers identifying as Gen Z and analyzed via regression analysis in SPSS. The findings suggest that the established construct relationships (ESK, ESA, and SFB) held …

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Sweet Skepticism: Health Consciousness And Consumer Resistance To Health-Oriented Gummy Products, Raghava Gundala Dr, Kathleen Mckee, Pritosh Kumar Jan 2026

Sweet Skepticism: Health Consciousness And Consumer Resistance To Health-Oriented Gummy Products, Raghava Gundala Dr, Kathleen Mckee, Pritosh Kumar

Atlantic Marketing Journal

Health consciousness is usually modeled as a driver of demand for healthier food. This study asks what happens to that relationship when the product itself is indulgent. Survey data were collected from students at a public university in the United States, and a first-stage moderated mediation model (PROCESS Model 7) was estimated on the 231 respondents with complete data. After adjustment for perceived marketing effectiveness and demographic covariates, health consciousness was negatively related to perceptions of health-oriented gummy products and to purchase frequency, although its zero-order correlation with product perception was near zero. Part of the health-consciousness relationship with purchase …

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The Power Of A Picture: Building Visual Depictions Of The Eppm Bolstering Sunscreen Application Motivation, Ansley M. George Jan 2026

The Power Of A Picture: Building Visual Depictions Of The Eppm Bolstering Sunscreen Application Motivation, Ansley M. George

University of Kentucky Doctoral Dissertations

This study investigates visual depictions of efficacy skin cancer health risk messages. Using Witte's Extended Parallel Processing Model (EPPM) and existing literature on fear appeals and visual persuasion as a theoretical framework, the study aims to explore how self and response efficacy imagery impacts individuals' perceptions of health risk messages in the context of skin cancer prevention when emphasizing specific principles of design. Formative research was employed via qualitative photo sorts and participants were exposed to an assortment of images depicting efficacy in the context of skin cancer prevention where they discussed why they felt they were or were not …

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Investigating The Relationship Between Noun Classes And Plant Folk Taxonomy In Chasu Language Of Kilimanjaro Region In Tanzania, Peter Rabson Mziray Nov 2025

Investigating The Relationship Between Noun Classes And Plant Folk Taxonomy In Chasu Language Of Kilimanjaro Region In Tanzania, Peter Rabson Mziray

Journal of Humanities and Social Sciences

The current study investigates the relationship between noun classes and plant folk taxonomy in Chasu (G 22). The study focuses on two objectives: the first objective is to describe the plant folk taxonomy in Chasu and the second objective is to determine the relationship between noun classes and plant folk taxonomy in Chasu. Data were collected from rural villages in Same and Mwanga districts by using free listing, field interviews (jungle-walk-and-identify), and written texts containing Chasu plant names. The findings reveal that Chasu folk taxonomy reflects different ethnobotanical categories; including a unique beginner which is mmea/mimea ‘plant(s)’, and three life …

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Social Media Sponsorship: Metrics And Strategies For Finding The Right Content Creator-Sponsor Matches, Shahryar Doosti, Stephanie Lee, Young Tan Nov 2025

Social Media Sponsorship: Metrics And Strategies For Finding The Right Content Creator-Sponsor Matches, Shahryar Doosti, Stephanie Lee, Young Tan

Business Faculty Articles and Research

Social media video sponsorship, where sponsors partner with content creators to promote their brands, has become increasingly popular. Leveraging rich data on sponsored and nonsponsored videos on Facebook, we introduce two metrics, Content Similarity and Audience Closeness, to help sponsors find effective creator-sponsor matches. Content Similarity captures the thematic alignment between a creator’s content and a sponsor’s brand, whereas Audience Closeness measures how closely aligned a creator’s and sponsor’s audiences are within a social media network. We find that both metrics significantly increase video viewership, but their effects vary over time. Audience Closeness generates more immediate, short-term engagement, whereas …

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The Impact Of Politics And Identity On Instagram: Exploring The Impacts On Social Connections, Kaslyn Tidmore Sep 2025

The Impact Of Politics And Identity On Instagram: Exploring The Impacts On Social Connections, Kaslyn Tidmore

Graduate Theses and Dissertations

This study investigates how political and identity signals on Instagram-specifically pronoun usage, LGBTQ+ representation, support for political figures, and religious expression-influence perceptions of political leaning, perceived similarity (homophily), and willingness to connect or engage with both individuals and brands. Using a between-subjects experimental design, 222 participants were exposed to mock Instagram profiles systematically varying these indicators. Results from a chi-square test of independence revealed that political indicators in profiles significantly shaped participants’ perceptions of users’ political leanings. Among the indicators, support for a political figure repeatedly reported as the strongest predictor of perceived political leaning, social similarity, and willingness to …

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Using Artificial Intelligence To Improve Customer Engagement: User Experience With Chatbot Technology, Aicha Zemmouri, Salma Choufari Jul 2025

Using Artificial Intelligence To Improve Customer Engagement: User Experience With Chatbot Technology, Aicha Zemmouri, Salma Choufari

Journal of Marketing and Consumer Behaviour in Emerging Markets

This study examines the impact of artificial intelligence (AI) on improving customer loyalty through the use of chatbot technology, with a specific focus on the user experience of Moroccan consumers. The increasing integration of AI into customer service, especially through chatbots, represents a significant shift in how companies interact with their customers. Given Morocco’s growing digitalization and the strategic importance of customer loyalty, it is critical to understand how consumers perceive and interact with these technologies. To achieve this, the study used a qualitative research method of semi-structured interviews to investigate consumers’ perceptions, interaction behaviours, and challenges with chatbot usage. …

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2025, 1(20) Jul 2025

2025, 1(20)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2025, 1(20)

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Sustainable Advertising And Brand Engagement: The Role Of Consumer Minimalism And Scepticism, Hesham O. Dinana, Donato Masi, Reza Marvi, Farbod Fakhreddin Jun 2025

Sustainable Advertising And Brand Engagement: The Role Of Consumer Minimalism And Scepticism, Hesham O. Dinana, Donato Masi, Reza Marvi, Farbod Fakhreddin

Faculty Journal Articles

Recognizing the significance of sustainable advertising practices and their influence on consumer behaviour, this study explores their capacity to not only enhance consumer engagement with the brand but also strengthen brand reputation. Additionally, it examines how these practices can promote more conscious consumption patterns, contributing to broader sustainability goals. In this line, we propose a theoretical conceptual model highlighting how customers perceive sustainability-related activities and how these perceptions can influence brand engagement, ultimately enhancing brand reputation and fostering mindful consumption. Furthermore, we also investigated the moderating roles of consumer minimalism, scepticism towards advertising, and brand value congruence in relation to …

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Marketing De Moda Predictivo E Inclusivo: Estrategias De Segmentación Avanzada Para Audiencias Diversas Con Inteligencia Artificial, Oscar Barroso Huertas Jun 2025

Marketing De Moda Predictivo E Inclusivo: Estrategias De Segmentación Avanzada Para Audiencias Diversas Con Inteligencia Artificial, Oscar Barroso Huertas

GDI. Revista de investigación de Género, Diseño e Innovación

Introducción: El marketing predictivo, impulsado por la inteligencia artificial (IA), está transformando cómo las marcas anticipan las necesidades de sus audiencias. En Moda, la personalización es clave para conectar emocionalmente con los consumidores, pero también es esencial que las marcas sean inclusivas, respetando la diversidad y la privacidad. Este artículo explora cómo las marcas de moda usan el marketing predictivo para segmentar audiencias diversas, garantizando campañas personalizadas e inclusivas. Metodología: Este estudio adopta un enfoque mixto, combinando revisión documental y análisis cualitativo. Se revisan fuentes académicas y casos de marcas que aplican marketing predictivo inclusivo, utilizando tecnologías como machine learning …

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