Research classified by Journal of Economic Literature (JEL) codes

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Top JEL
/ M: Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
/ / M3: Marketing and Advertising
/ / / M31: Marketing

2026

• Liu, Fang & Sainathan, Arvind, 2026, "When Should We Offer a Discount? Randomized Discount Timing with Strategic Customers," MPRA Paper, University Library of Munich, Germany, number 128162, Feb.
• Koukopoulos, Anastasios, 2026, "Zero-Friction Consumption: Strategic and Ethical Implications of Brain-Computer Interfaces for Marketing Management," MPRA Paper, University Library of Munich, Germany, number 128451, Mar.
• Ahmad, Saba, 2026, "Online Signals, Consumer Trust and Confidence in Online Commerce," MPRA Paper, University Library of Munich, Germany, number 128601.
• Ahmad, Saba, 2026, "From Digital Signals to Consumer Well-Being and Brand Outcomes: An Integrative Framework of Contemporary Marketing Research," MPRA Paper, University Library of Munich, Germany, number 129045, Apr.
• Kristína Horváthová & Marián Čvirik, 2026, "The Post-Covid Adaptation and Transformation Model of Retail Food Units Based on Customer Behaviour: What Constitutes the New Normal for Marketing Management?," Central European Business Review, Prague University of Economics and Business, volume 2026, issue 1, pages 135-149, DOI: 10.18267/j.cebr.409.
• Cristina DRAGAN, 2026, "Ai-Based Homework Assistance As A Service Innovation In Private Education: Opportunities, Perceived Value And Expected Learning Outcomes," Journal of Information Systems & Operations Management, Romanian-American University, volume 20, issue 1, pages 134-152, May, DOI: 10.5281/zenodo.21682044.
• Cezara M. GIUGULA & Daniel G. DINU, 2026, "Intelligence-Enabled Sustainable Marketing In Sdg-Driven Markets: Integrating Digital Transformation, Competitive Intelligence, And Organizational Consciousness," Journal of Information Systems & Operations Management, Romanian-American University, volume 20, issue 1, pages 180-199, May, DOI: 10.5281/zenodo.21682058.
• Markus Lill & Nastasia Gallitz & Lucas Stich & Martin Spann, 2026, "How Platform Endorsement Shapes Consumer Search and Choice in Online Retail," Rationality and Competition Discussion Paper Series, CRC TRR 190 Rationality and Competition, number 569, Apr.
• TANASE, George Cosmin, 2026, "Enhancing Customer Experience through AI-Enabled Content Personalization in E-Commerce Marketing," Romanian Distribution Committee Magazine, Romanian Distribution Committee, volume 17, issue 1, pages 31-40, February.
• NEGRICEA, Costel & PURCAREA, Ioan Matei, 2026, "Phygital Marketing and Agentic AI Shopping: Detecting Essential Insights (Part I)," Romanian Distribution Committee Magazine, Romanian Distribution Committee, volume 17, issue 1, pages 40-53, February.
• TANASE, George Cosmin, 2026, "Conscious and Circular Consumerism for Gen Z & Gen Alpha: Key Trends in 2026 FMCG Retail," Romanian Distribution Committee Magazine, Romanian Distribution Committee, volume 17, issue 2, pages 34-40, June.
• NEGRICEA, Costel & PURCAREA, Ioan Matei, 2026, "Phygital Marketing and Agentic AI Shopping: Detecting Essential Insights (Part II)," Romanian Distribution Committee Magazine, Romanian Distribution Committee, volume 17, issue 2, pages 41-48, June.
• Şafak Altay, 2026, "What Factors Influence the Adoption of Electric Vehicles? A Study in Türkiye Using the Extended Car Technology Acceptance Model (CTAM)," Business and Economics Research Journal, Bursa Uludag University, Faculty of Economics and Administrative Sciences, volume 17, issue 1, pages 55-79, January, DOI: 10.20409/berj.2026.487.
• Uğur Dagtekin & Ahmet Kâmil Kabakuş, 2026, "ChatGPT Etkileşimleri: Çevrimiçi Satın Alma Niyeti Üzerine Bütünleşik TAM – CRT Yaklaşımı
  [ChatGPT Interactions: An Integrated TAM–CRT Approach to Online Purchase Intent]," Business and Economics Research Journal, Bursa Uludag University, Faculty of Economics and Administrative Sciences, volume 17, issue 1, pages 81-99, January, DOI: 10.20409/berj.2025.483.
• Nur Özer Canarslan, 2026, "Online Narratives of Shopping Addiction: A Thematic and Emotional Analysis of YouTube Comments," Business and Economics Research Journal, Bursa Uludag University, Faculty of Economics and Administrative Sciences, volume 17, issue 1, pages 101-117, January, DOI: 10.20409/berj.2026.488.
• Özgür Koyun & Gökçe Yüksek, 2026, "Wheels of Escape: Seeking Nature, Well-Being and Gratitude on the Road," Journal of Tourism, Sustainability and Well-being, CinTurs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, volume 14, issue 1, pages 21-36, March, DOI: 10.34623/93xw-1c03.
• Amit Gusain & Sunil K. Verma, 2026, "Linking Visitors’ Push Motivation to Emotional Involvement and their Satisfaction towards Sustainable Farm Tourism," Journal of Tourism, Sustainability and Well-being, CinTurs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, volume 14, issue 1, pages 37-54, March, DOI: 10.34623/6paq-ym14.
• Laurent Tournois, 2026, "The Practice of Closed-loop Economics and Paradoxes of Value Creation on Used Platforms: Using the Example of Vinted," Economic Consultant, Scientific and Educational Initiative LLC, issue 1, pages 82-101, March, DOI: 10.46224/ecoc.2026.1.5.
• Sara Fuchs, 2026, "Event Management And Organization In Local Communities As A Strategic Tool For Promotion And Development," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, volume 17, issue 1, pages 63-77, June.
• Hsiang-Hsi LIU & Shih-Harn HUANG, 2026, "The Influence of Brand Image on Customer Purchase Intention from the Perspective of Perceived Value: Evidence from the Fast Fashion Apparel Products," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, volume 1, issue 1, pages 151-171, February.
• Andrei DUMITRESCU1, 2026, "Study on Relationship between Purchase Intention, Product Aesthetics, Chromatic Harmony, and Centrality of Visual Product Aesthetics," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, volume 1, issue 1, pages 77-87, February.
• Zongwei Li & Jixiang Liu & Jianing Chen & Yanhui Zhang, 2026, "Why consumers hesitate to pay online: Evidence from online transactions," Australian Journal of Management, Australian School of Business, volume 51, issue 1, pages 147-173, February, DOI: 10.1177/03128962241312715.
• Garima Malik & Pratibha Singh, 2026, "Consumer ethics: A comprehensive systematic review of intellectual discourse," Australian Journal of Management, Australian School of Business, volume 51, issue 2, pages 354-385, May, DOI: 10.1177/03128962251319713.
• Yong Hu & Altaf Hussain Pirzado & Yongting Wang, 2026, "Advancing Carbon Governance in China: Integrating Internet Finance and Electric Vehicles Through the Ant Forest Model," Global Journal of Emerging Market Economies, Emerging Markets Forum, volume 18, issue 2, pages 208-229, May, DOI: 10.1177/09749101251391923.
• Karan Patel & Francicso-Javier Arroyo-Cañada & Jaime Gil-Lafuente, 2026, "Decision-making in Choosing an Effective Celebrity Endorsement Strategy Using Fuzzy Forgotten Effects: A Cross-cultural Study," Foreign Trade Review, , volume 61, issue 2, pages 139-166, May, DOI: 10.1177/00157325231214046.
• Ooi Kok Loang, 2026, "Framing the Market: How Brand Visibility and Sentiment Shape Stock Reactions in the US, China, and India?," SAGE Open, , volume 16, issue 1, pages 21582440251, January, DOI: 10.1177/21582440251409444.
• Renai Jiang & Md. Fazlay Rabbi & Md. Asaduzzaman Babu & Md. Arman Hossain & Muhammad Irfan Khan, 2026, "National Interest versus Global Brands: The Impact of Tariff on Brand Switching Behavior," SAGE Open, , volume 16, issue 1, pages 21582440261, February, DOI: 10.1177/21582440261425093.
• Eneiza, Bilal & Katrodia, Ankit & Hafaz Ngah, Abdul & Alharithi, Mohammed & Arif, Kashif & Uzir, Uzir Hossain, 2026, "A hybrid PLS‐SEM‐neural network approach to determine the factors affecting the purchasing intention of energy efficiency home appliances," Revista Galega de Economía, University of Santiago de Compostela. Faculty of Economics and Business., volume 35, issue 1, pages 1-30, DOI: 10.15304/rge.35.1.10921.
• Andika, Andika & Harisa Putri, Wika & Nur Anisah, Tiara, 2026, "The Inertia Trap: Explaining the Attitude-Intention Gap in Young Indonesian Consumers’ Switch to Sustainable Fashion," Revista Galega de Economía, University of Santiago de Compostela. Faculty of Economics and Business., volume 35, issue 1, pages 1-30, DOI: 10.15304/rge.35.1.10996.
• Santiago-Torner, Carlos, 2026, "Ethical leadership vs. servant leadership: convergences, tensions, and impact on individual creativity (2020-2025)," Revista Galega de Economía, University of Santiago de Compostela. Faculty of Economics and Business., volume 35, issue 1, pages 1-26, DOI: 10.15304/rge.35.1.10848.
• Daria Maciejewska & Dawid Olewnicki & Ksenia Juszczak-Szelągowska & Dagmara Stangierska-Mazurkiewicz, 2026, "Prospective Industries: An Assessment of the Performance and Competitiveness of Vineyards in Central Poland," Gospodarka Narodowa. The Polish Journal of Economics, Warsaw School of Economics, issue 1, pages 75-90.
• Aswathy Prasad & Dayana Das & K Vinodkumar, 2026, "Institutional perceptions of attractiveness in ayurvedic wellness tourism: evidence from Kerala," Asia-Pacific Journal of Regional Science, Springer, volume 10, issue 3, pages 1-27, September, DOI: 10.1007/s41685-026-00440-x.
• Pavel Pelech & Jaroslava Dědková, 2026, "Marketing setting up peer-to-peer electronic platforms to overcome generational barriers to participation in the sharing economy," Electronic Commerce Research, Springer, volume 26, issue 1, pages 605-643, February, DOI: 10.1007/s10660-024-09898-3.
• Moliner-Tena & Miguel Angel & Tortosa-Edo Vicente, 2026, "Online customer experience and online customer engagement with e-commerce: Comparing online and omnichannel consumer journeys," Electronic Markets, Springer;IIM University of St. Gallen, volume 36, issue 1, pages 1-18, December, DOI: 10.1007/s12525-026-00881-4.
• Daniel Beverungen & Jens Poeppelbuss & Simon Hemmrich & Taskeen Iqbal, 2026, "Service through communication—Conceptualizing service systems with Luhmann’s systems theory," Electronic Markets, Springer;IIM University of St. Gallen, volume 36, issue 1, pages 1-23, December, DOI: 10.1007/s12525-026-00889-w.
• Sunnyoung Lee & Sang-Hyeak Yoon, 2026, "Evolving dynamics of resistance and adoption in digital finance: A user review analysis of FinTech and traditional banking applications," Electronic Markets, Springer;IIM University of St. Gallen, volume 36, issue 1, pages 1-16, December, DOI: 10.1007/s12525-026-00899-8.
• David Sonnabend & Philipp Reinhard & Angelia Dittmar & Mahei Manhai Li & Jan Marco Leimeister, 2026, "How enterprise conversational agents impact brand identity," Electronic Markets, Springer;IIM University of St. Gallen, volume 36, issue 1, pages 1-23, December, DOI: 10.1007/s12525-026-00901-3.
• Anthony Chung Chai Man, 2026, "The role of decentralized autonomous organizations (DAOs) in enhancing customer loyalty through relationship marketing strategies," Electronic Markets, Springer;IIM University of St. Gallen, volume 36, issue 1, pages 1-15, December, DOI: 10.1007/s12525-026-00902-2.
• Jinsong Chen & Xiaodan Zhou & Xue Su & Yuexin Zhang & Mingyue Lu, 2026, "How does digital platform network embeddedness affect channel resilience? The mediating role of B2B platform value co-creation," Electronic Markets, Springer;IIM University of St. Gallen, volume 36, issue 1, pages 1-21, December, DOI: 10.1007/s12525-026-00904-0.
• Bih-Huang Jin & Yung-Ming Li & Rou-Jyun Chen, 2026, "Enhancing e-commerce recommendations: A mechanism to detect and mitigate spam reviews," Electronic Markets, Springer;IIM University of St. Gallen, volume 36, issue 1, pages 1-25, December, DOI: 10.1007/s12525-026-00905-z.
• Francesco Polese & Cristina Mele & Jim Spohrer & Bård Tronvoll, 2026, "Service research in the digital era—Exploring emergence, transformation, and value co-creation," Electronic Markets, Springer;IIM University of St. Gallen, volume 36, issue 1, pages 1-5, December, DOI: 10.1007/s12525-026-00912-0.
• Mohit Malhan, 2026, "Organising Flexibility in Generative AI-Mediated Work: Evidence from B2B Sales–Procurement," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, volume 27, issue 1, pages 285-312, August, DOI: 10.1007/s40171-026-00502-1.
• Justyna Franc-Dąbrowska & Igor Vaverka & Magdalena Daria Vaverková, 2026, "Shrinkflation across borders: examining Japan’s response and global implications amid rising inflation," International Review of Economics, Springer;Happiness Economics and Interpersonal Relations (HEIRS), volume 73, issue 1, pages 1-22, June, DOI: 10.1007/s12232-025-00514-w.
• Shota Yasui & Tatsushi Oka & Undral Byambadalai & Yuki Oishi, 2026, "Distributional treatment effects of content promotion: evidence from an ABEMA field experiment," The Japanese Economic Review, Springer, volume 77, issue 2, pages 391-406, April, DOI: 10.1007/s42973-026-00234-y.
• Zhangwei Zheng & Hafizuddin-Syah B.A.M & Hafizah Omar Zaki & Qin Lingda Tan, 2026, "Mapping the Insurance Purchasing Research: A Bibliometric Analysis," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), volume 17, issue 1, pages 1048-1070, February, DOI: 10.1007/s13132-025-02679-9.
• Yauheniya Shershunovich & Alisher Mirzabaev, 2026, "Media Influence on Sustainable Consumption: Does Exposure to Climate Change Information Matter?," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), volume 17, issue 4, pages 10324-10355, August, DOI: 10.1007/s13132-026-03205-1.
• João Lucas Hana Frade & Janaina de Moura Engracia Giraldi & Talya Porat, 2026, "The country-of-origin effect on vaccination: a systematic literature review and research agenda," Management Review Quarterly, Springer, volume 76, issue 2, pages 1469-1509, June, DOI: 10.1007/s11301-025-00508-6.
• Emmanouil Choustoulakis & Pinelopi Athanasopoulou & Apostolos Giovanis, 2026, "Revisiting Digital Trust in Hospitality: A Conceptual Framework of Customer-Generated Content and Online Booking Behavior," Springer Proceedings in Business and Economics, Springer, in: Vicky Katsoni, "Synergizing Management, Culture, and Arts for Tourism Development - Vol. 2", DOI: 10.1007/978-3-032-17534-2_28.
• Adamantia Sgoura & Aliki Parisi & Alexios Patapios Kontis, 2026, "Festival of Traditional Dances and Folklore Festivals in the Promotion of Cultural Tourism: A Literature Review," Springer Proceedings in Business and Economics, Springer, in: Vicky Katsoni, "Synergizing Management, Culture, and Arts for Tourism Development - Vol. 2", DOI: 10.1007/978-3-032-17534-2_8.
• Abu Bashar & Tamer Alkadash & Brighton Nyagadza & Asphat Muposhi, 2026, "Sustainable digital marketing (SDM): review, taxonomy, conceptualisation and future research avenues mapping," Quality & Quantity: International Journal of Methodology, Springer, volume 60, issue 2, pages 4045-4070, April, DOI: 10.1007/s11135-025-02438-7.
• Abu Bashar & Brighton Nyagadza & Khalil Ahmad & Bashayer Al Mahdi, 2026, "Modelling the barriers to AI-powered customer service adoption hierarchical structure: fuzzy TISM and MICMAC analysis," Quality & Quantity: International Journal of Methodology, Springer, volume 60, issue 4, pages 14071-14106, August, DOI: 10.1007/s11135-026-02705-1.
• Cristina Sales Baptista & Danilo Nunes, 2026, "Digital ecosystems and their influence on business relationships," Review of Managerial Science, Springer, volume 20, issue 1, pages 29-51, January, DOI: 10.1007/s11846-025-00865-2.
• Luca Matteo Zagni & Gabriele Baima & Binh Do & Lam Duc Xuan Nguyen, 2026, "Convergence and divergence in digital game-based advertising: a systematic review of advergames and in-game advertising," Review of Managerial Science, Springer, volume 20, issue 2, pages 511-534, February, DOI: 10.1007/s11846-025-00876-z.
• Peter Fluhrer & Taiga Brahm, 2026, "How small businesses build their brands in a digital world: a systematic review," Review of Managerial Science, Springer, volume 20, issue 6, pages 1965-2000, June, DOI: 10.1007/s11846-025-00931-9.
• Aman Sharma & Bhuvanesh Kumar Sharma & Soumya Soni & Soumita Kundu, 2026, "Multisensory engagement: The impact of digital marketing stimuli on in-store shopping experience and repurchase intentions," SN Business & Economics, Springer, volume 6, issue 2, pages 1-31, February, DOI: 10.1007/s43546-025-01040-1.
• Abdul Aziz Abdul Rahman & N. Nithya & G. Yoganandan & Abdelrhman Meero, 2026, "Influence of social media marketing on consumer perception and purchase decision: an evidence from an Indian survey," SN Business & Economics, Springer, volume 6, issue 7, pages 1-21, July, DOI: 10.1007/s43546-026-01224-3.
• Aisha Akhmetbayeva & Samuel Spector & Vladimir Garkavenko, 2026, "Surviving the storm: A bibliometric analysis of crisis marketing in tourism," SN Business & Economics, Springer, volume 6, issue 8, pages 1-26, August, DOI: 10.1007/s43546-026-01277-4.
• Kuang-Wen Wu & Wei-Hsiang Hsu, 2026, "Turning Conflict into Value: How Conflict-based experiential learning Shapes Relationship Quality and Reduces Emotional Conflict in International Channel Relationships," Advances in Management and Applied Economics, SCIENPRESS Ltd, volume 16, issue 6, pages 1-2.
• Lolita V. Velita, 2026, "The green value chain in the furniture industry: a case study of the best practices of Kenneth Cobonpue Company in the Philippines," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, volume 13, issue 3, pages 331-344, March, DOI: 10.9770/n8635484667.
• Margarita Išoraitė & Vitalija Karaciejūtė, 2026, "Measuring and evaluating user experience for marketing purposes," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, volume 13, issue 3, pages 85-96, March, DOI: 10.9770/k2636292935.
• Peter Šedík & Irena Śliwińska & Maria Bajak & Erik Janšto & Titanilla Oravecz & Csilla Rimóczi, 2026, "Mapping the digital marketing hard skills of university students in the visegrad region," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, volume 13, issue 4, pages 142-151, June, DOI: 10.9770/k3946996882.
• Peter Drábik & Eva Hanuláková & Ferdinand Daňo & Kristína Dúbravská & Tawfik Mudarri, 2026, "Holistic neuromarketing as a conceptual framework for stakeholder behaviour and communication in environmental and resource-based projects," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, volume 13, issue 4, pages 419-429, June, DOI: 10.9770/e2627663559.
• Beatriz Fonseca & Álvaro Carrasco Aguilar & Orlando Lima Rua & Orlando Lima Rua & Ziwei Shu, 2026, "Sustaining luxury brand presence across different generations: strategies to enduring distinction and growth," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, volume 13, issue 4, pages 430-444, June, DOI: 10.9770/w9346523772.
• M.F. Cevher & E. Onen, 2026, "Adoption of artificial intelligence-supported digital banking applications and their impact on customer loyalty," Upravlenets, Ural State University of Economics, volume 17, issue 1, pages 98-113, March, DOI: 10.29141/2218-5003-2026-17-1-7.
• Dr. Geeta Kesavara & Ravi Chandra B.S., 2026, "Transition in Loyalty: Exploring Changes in Consumer Behaviour in the Ethnic Apparel Industry," Rivista Internazionale di Scienze Sociali, Vita e Pensiero, Pubblicazioni dell'Universita' Cattolica del Sacro Cuore, volume 134, issue 1, pages 77-97.
• Kvíčala Daniel & Starzyczná Halina & Mikšík Ondřej, 2026, "The Impact of Selected Variables on Customer Lifetime Value," Acta Academica Karviniensia, Paradigm, volume 26, issue 1, pages 36-47, DOI: 10.25142/aak.2026.003.
• Bobáková Hane-Lore & Karpeta Janusz & Pellešová Pavlína, 2026, "Integrating Cultural Heritage with Modern Technologies within Technological Innovations in Tourism," Acta Academica Karviniensia, Paradigm, volume 26, issue 1, pages 5-20, DOI: 10.25142/aak.2026.001.
• Kurhasku-Hoti Edisona & Rrustemi Visar & Zhechev Vladimir & Hoti Arber, 2026, "Empirical Analysis of Digital Marketing Implementation in Service Sector: Perceptions, Social Media Impact Western Balkans," Central European Economic Journal, Paradigm, volume 13, issue 60, pages 24-36, DOI: 10.2478/ceej-2026-0002.
• Talmontas Martynas & Šeinauskienė Beata, & Maščinskienė Jūratė & Jesevičiūtė-Ufartienė Laima, 2026, "When Authentic Brands Feel Like the Self: The Role of Self-Congruity in Brand Attachment," Economics and Culture, Paradigm, volume 23, issue 1, pages 64-74, DOI: 10.2478/jec-2026-0006.
• Ławińska Olga & Korombel Anna, 2026, "Effective Communication Between Enterprises and Generation Z Consumers Via Social Media in the Light of Research Conducted in Poland and Great Britain," Folia Oeconomica Stetinensia, Paradigm, volume 26, issue 1, pages 151-169, DOI: 10.2478/foli-2026-0008.
• Nurwiyanta Nurwiyanta & Andika Andika & Kartinah Kartinah, 2026, "When logic meets emotion: Dual pathways shaping omnichannel banking brand equity," Journal of Economics and Management, Paradigm, volume 48, issue 1, pages 211-249, DOI: 10.22367/jem.2026.48.09.
• Usman Butali & Ismaila Mustapha Yusuf & Gbadeyan Rotimi Ayodele, 2026, "Linking environmental consciousness to sustainable consumption through green purchase intention: Evidence from North-East Nigeria," Journal of Economics and Management, Paradigm, volume 48, issue 1, pages 250-281, DOI: 10.22367/jem.2026.48.10.
• Prakosa Adhi & Zuliatun Syafa & Herdiany Hapsari Dyah & Basri Anindita Imam, 2026, "Do eco-labels matter? Extending the theory of planned behavior with knowledge and brand origin image to explain the oat milk purchase intention among Gen Y and Gen Z consumers in Indonesia," Journal of Economics and Management, Paradigm, volume 48, issue 1, pages 35-63, DOI: 10.22367/jem.2026.48.03.
• Budner Waldemar W., 2026, "Shopping Malls in Poland – Is Their Time Coming to an End?," Real Estate Management and Valuation, Paradigm, volume 34, issue 1, pages 115-123, DOI: 10.2478/remav-2026-0009.
• Tarakcı Havva Değirmenci & Ayar İlknur, 2026, "The Mediating Role of Self Control in the Effect of Work Stress and Burnout on Impulsive Buying," South East European Journal of Economics and Business, Paradigm, volume 21, issue 2, pages 163-179, DOI: 10.2478/jeb-2026-0016.
• Cvjetkovic Milena & Ostojić Bojana, 2026, "The Role of Digital Marketing in Strengthening Rural Enterprises: A Comparative Analysis of the Western Balkans," Zagadnienia Ekonomiki Rolnej / Problems of Agricultural Economics, Sciendo, volume 387, issue 2, pages 27-54, DOI: 10.30858/zer/216949.
• Benazić Dragan & Biuk Matko & Paliaga Marko, 2026, "Adoption of Mobile Banking Services in Croatia: A Unified Theory of Acceptance and Use of Technology (UTAUT) Perspective," Zagreb International Review of Economics and Business, Paradigm, volume 29, issue 1, pages 277-300, DOI: 10.2478/zireb-2026-0014.
• Schewe, Marc & Bahník, Štěpán, 2026, "The Effects of Privacy Policy Presentation and Length on Trust in Recommender Systems: An Online Experiment," EconStor Preprints, ZBW - Leibniz Information Centre for Economics, number 335109.
• Appiah Amo, Francis & Mdhlalose, Dickson & Agyeibea Amo, Wendy, 2026, "The role of visual communication in the impact of transformational leadership on organizational development in a few chosen Ghanaian organisations," EconStor Preprints, ZBW - Leibniz Information Centre for Economics, number 337867, DOI: 10.2139/ssrn.6262278.
• Perst, Florian & Schubart, Constantin & Welsch, Valeria, 2026, "Zwischen Inszenierung und Echtheit: Digitale Markenwahrnehmung von OKTAGON MMA Deutschland in der Social-Media-Kommunikation," IU Discussion Papers - Business & Management, IU International University of Applied Sciences, number 11 (Juli 2026), DOI: 10.56250/4137.
• Schott, Franziska & Meißner, David & Schubart, Constantin, 2026, "The Patagonia vest as a symbol of status and group affiliation: A discussion of brand image, fashion communication and social identity," IU Discussion Papers - Business & Management, IU International University of Applied Sciences, number 12 (Juli 2026), DOI: 10.56250/4138.
• Schümann, Jakob & Weege, Maria, 2026, "Zwischen Realität und Fantasiewelt: Die psychologischen Wirkungen immersiver Freizeitparkgestaltung auf Konsumentscheidungen," IU Discussion Papers - Marketing & Communication, IU International University of Applied Sciences, number 1 (Februar 2026), DOI: 10.56250/4101.
• Zweigle, Tanja & Hanig, Janis, 2026, "Stadionatmosphäre als Erfolgsfaktor für Fanloyalität im deutschen Profifußball: Eine empirische Analyse mit Implikationen für Marketingverantwortliche," IU Discussion Papers - Marketing & Communication, IU International University of Applied Sciences, number 2 (April 2026), DOI: 10.56250/4119.
• Latifat Omolara Akano & Akeem Adekunle Adeyemi & Peter Johnson Chukwud, 2026, "E-Banking Charges and Financial Performance of Deposit Money Banks in Nigeria: Perception of Customers," Finance, Accounting and Business Analysis, Academic Publishing UNWE, volume 8, issue 1, pages 101-116, June.
• Robert C. Feenstra & Luca Macedoni & Mingzhi (Jimmy) Xu, 2026, "Large Firms, Consumer Heterogeneity, and the Profit Share," American Economic Journal: Macroeconomics, American Economic Association, volume 18, issue 2, pages 260-291, April, DOI: 10.1257/mac.20220017.
• Takuro Yamashita & Shuguang Zhu, 2026, "Optimal Design of Market Access," American Economic Journal: Microeconomics, American Economic Association, volume 18, issue 3, pages 1-38, August, DOI: 10.1257/mic.20240324.
• Giacomo Calzolari & Vincenzo Denicolò, 2026, "Exploiting Rivals' Strengths," American Economic Journal: Microeconomics, American Economic Association, volume 18, issue 3, pages 77-104, August, DOI: 10.1257/mic.20240219.
• Bianca He & Lauren Mostrom & Amir Sufi, 2026, "Fintech and Customer Capital," AEA Papers and Proceedings, American Economic Association, volume 116, pages 490-497, May, DOI: 10.1257/pandp.20261079.
• Abdullah Balli, 2026, "Neuro-AI Convergence in Packaging Design: A Multimodal Biometric and Explainable AI Approach," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, volume 28, issue 71, pages 256-256, February.
• Mirela Catalina Turkes & Ioana Cecilia Popescu & Aurelia-Felicia Stancioiu & Victor-George Constantinescu & Daniel-Nicolae Maita, 2026, "Impact of Human Capital on Adoption of Emerging Technologies in Logistics Processes," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, volume 28, issue 71, pages 1-30, February.
• Alina Filip & Alin Stancu & Umit Alniacik & stefan-Alexandru Catana & Adrian Cosmin Nastasa, 2026, "Adoption of Artificial Intelligence and SME Performance in Digital Ecosystems," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, volume 28, issue 72, pages 451-451, April.
• Ana-Ruxandra-Cornelia NEACȘU & Mihai-Cristian ORZAN & Constantin-Daniel PESTREA, 2026, "Growth, Profitability and Market Dynamics in Romania’s Medical Equipment Industry: A Financial Performance Review," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, volume 1, issue 1, pages 21-31, March.
• Florinela LetiÈ›ia MURÄ‚RESCU, 2026, "Enhancing Brand Strategy Efficiency for Economic Publications Through Competitor Analysis," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, volume 1, issue 1, pages 32-46, March.
• Denisa-Andreea PROFIR & Daniela MARINICÄ‚, 2026, "Consumer Perceptions and Cognitive Biases in Digital and Traditional Brand Communication," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, volume 1, issue 1, pages 65-79, March.
• Iulia POSTOLACHI & Irina-ConstanÈ›a THEODORU, 2026, "Embracing Hybrid Intelligence: An Exploratory Study on AI Adoption in Content Creation Among Romanian Marketing Professionals," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, volume 1, issue 1, pages 7-20, March.
• Claudia-Maria MIU, 2026, "Trust, Perceived Empathy, and Adoption Intentions Toward AI-Driven mHealth Diagnostic Platforms: A Consumer Behavior Perspective Among Generation Z and Millennials," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, volume 1, issue 2, pages 14-24, June.
• Vimbai MAHOWA & Roland GOLDBERG & Carinda WILLIAMS, 2026, "Consumer Awareness of Green Cosmetics in Emerging Markets: A Comparative Study of South Africa and Zimbabwe," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, volume 1, issue 2, pages 25-38, June.
• Alexandru-George ANDREI & Andra-Nicoleta MECU, 2026, "Digital Transformation as Institutional Branding: A Multi-level Marketing Governance Analysis of Romanian Higher Education Policy," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, volume 1, issue 2, pages 39-51, June.
• Paul-Tiberius COMAN & Alina FILIP, 2026, "Outlining Negative Effects of Using AI in Recruitment and Job Applications - Specific Study in Romanian Jobs Market," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, volume 1, issue 2, pages 7-13, June.
• Quang Linh HUYNH & Van Kha NGUYEN, 2026, "Role of digital marketing in competitive advantage," Access Journal, Access Press Publishing House, volume 7, issue 1, pages 61-78, November, DOI: 10.46656/access.2026.7.1(4).
• Mbarek RAHMOUNE & Mohammed Ahmed ALSAGGAF, 2026, "Digital marketing for sustainable supply chains: integrating green strategies into the digital economy," Access Journal, Access Press Publishing House, volume 7, issue 1, pages 8-20, November, DOI: 10.46656/access.2026.7.1(1).
• Liudmyla DOROKHOVA & Silvia BELOEVA & Nataliya VENELINOVA & Dzhavid MIRZOIEV, 2026, "Comparative scoring of local travel agencies and tour operators' websites: the cases of Estonia and Bulgaria," Access Journal, Access Press Publishing House, volume 7, issue 2, pages 376-395, March, DOI: 10.46656/access.2026.7.2(7).
• Quang Linh HUYNH, 2026, "Comparative assessment of traditional, digital, and hybrid marketing on firm performance in Vietnam," Access Journal, Access Press Publishing House, volume 7, issue 2, pages 426-448, March, DOI: 10.46656/access.2026.7.2(9).
• Marijela Alebic & Ljudevit Pranic & Ena Juric, 2026, "The Role Of Online Reviews In The Choice Of Restaurants: Perceptions Of Domestic Guests In Croatia," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, volume 35, issue 1, pages 155-176, june, DOI: 10.17818/EMIP/2025/36.
• Kristian Pentus & Andres Kuusik & Kerli Ploom & Liudmyla Dorokhova, 2026, "How Atypical Packaging Captures Attention And Evokes Emotion: An Eye-Tracking And Facial-Expression Study," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, volume 35, issue 1, pages 209-230, june, DOI: 10.17818/EMIP/2025/37.
• Sarwono Nursito & Anis Marjukah & Sukasih Ratna Widayanti & Fery Firmansah, 2026, "From First Encounter to Future Expectations: How Brand Touchpoints Shape Student Brand Evangelism Through Institutional Reputation," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 5, pages 175-197.
• Shqiprim Jashari & Nexhat Shkodra & Artan Haziri, 2026, "Brand Credibility as a Determinant of Consumer Price Sensitivity in Food Markets," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 6, pages 180-197.
• Katerina Matusinska & Michal Stoklasa, 2026, "Adapting the FCB model: Strategic insights for effective marketing communication in Czechia," E&M Economics and Management, Technical University of Liberec, Faculty of Economics, volume 29, issue 1, pages 167-182, March, DOI: 10.15240/tul/001/2026-1-011.
• Liana Stanca & Veronica Campian & Vasile Dinu & Dan-Cristian Dabija, 2026, "Crises precautions: Analysing changes in consumer behaviour – A Romanian food retailer’s perspective," E&M Economics and Management, Technical University of Liberec, Faculty of Economics, volume 29, issue 1, pages 225-239, March, DOI: 10.15240/tul/001/2026-1-014.
• Marina Petrović & Branislava Hristov Stančić & Lazar Čolić, 2026, "Analiza Relevantnosti Načina Plaćanja Prilikom Odabira Turističkih Aranžmana Putem Primene Metode Skorova Sklonosti," Ekonomske ideje i praksa, Faculty of Economics and Business, University of Belgrade, issue 61, pages 1-11, June.
• Zübeyir ÇELİK & Bulut DÜLEK & Reha SAYDAN, 2026, "The Mediating Role of Attitude in The Effect of Perceived Innovativeness of a Robotic Restaurant on Intention to Use, Wom and Willingness to Pay More," Bingol University Journal of Economics and Administrative Sciences, Bingol University, Faculty of Economics and Administrative Sciences, volume 10, issue 1, pages 112-131, June, DOI: https://doi.org/10.33399/biibfad.16.
• Koji Takahashi & Joon Suk Park, 2026, "Generative AI for surveys on payment apps: AI views on privacy and technology," BIS Working Papers, Bank for International Settlements, number 1333, Mar.
• Ademi Lutfije & Zeqiri Jusuf & Klopotan Igor, 2026, "Decoding Generation Z Purchase Intention: The Impact of Brand Awareness, Brand Equity, Digital Media Content and Emotions," Business Systems Research, Paradigm, volume 17, issue 1, pages 18-36, DOI: 10.2478/bsrj-2026-0002.
• Omazić Mislav Ante & Renić Mijo & Grilec Alica, 2026, "The Dynamics of Customisation, Perceived Fairness, and Customer Loyalty within a Corporate Sustainability Framework," Business Systems Research, Paradigm, volume 17, issue 1, pages 37-56, DOI: 10.2478/bsrj-2026-0003.
• Iryna MAKOVETSKA, 2026, "Features of advertising management in the new realities of doing business," Economic Synergy, Higher Educational Institution Academician Yuriy Bugay International Scientific & Technical University, issue 1, pages 150-159, DOI: 10.53920/ES-2026-1-10.
• Olena BORYSENKO & Svitlana PETROPAVLOVSKA & Daria BORYSENKO, 2026, "Brand communication strategy in the conditionsof market information oversatition," Economic Synergy, Higher Educational Institution Academician Yuriy Bugay International Scientific & Technical University, issue 1, pages 174-195, DOI: 10.53920/ES-2026-1-12.
• Asia BOGACHOVA & Yuliia OSTAPENKO, 2026, "Peculiarities Of Formation Of Consumer Priorities And Satisfaction In The Ð’2ð’ Market Of Portable Power Stations In Ukraine Under Conditions Of Energy Instability," Economic Synergy, Higher Educational Institution Academician Yuriy Bugay International Scientific & Technical University, issue 2, pages 301-311, DOI: 10.53920/ES-2026-2-19.
• Nguyen Thanh Nhan, 2026, "The impact of consumption values on the intention to purchase organic food: The moderating role of trust," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, volume 16, issue 2, pages 119-134, DOI: 10.46223/HCMCOUJS.econ.en.16.2.3914.
• Duong Bao Trung & Le Dinh Minh Tri & Nguyen Vuong Hoai Thao, 2026, "Exploring the impact of destination image and hotel brand attachment on revisit intention: Ho Chi Minh City case study," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, volume 16, issue 2, pages 16-36, DOI: 10.46223/HCMCOUJS.econ.en.16.2.3939.
• Hoang Van Hao & Pham Thu Thao & Vu Thi Quynh Chi & Le Van Phuc, 2026, "How does electronic word of mouth influence Gen Z tourists’ booking intention in the hospitality industry? The case of mountainous areas," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, volume 16, issue 2, pages 84-101, DOI: 10.46223/HCMCOUJS.econ.en.16.2.3971.
• Vu Truc Phuc & Nguyen Giang Chau, 2026, "Factors influencing tourist co-creation value in smart tourism: The role of resources, participation, and technology experience on satisfaction and loyalty," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, volume 16, issue 4, pages 134-151, DOI: 10.46223/HCMCOUJS.econ.en.16.4.5073.
• To Phuoc Hai, 2026, "Medical tourism experiences, perceived value and tourists’ happiness and word of mouth in Ho Chi Minh City: A qualitative exploration," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, volume 16, issue 4, pages 152-168, DOI: 10.46223/HCMCOUJS.econ.en.16.4.4182.
• Nguyen Khanh Ngan & Le Dinh Nghi, 2026, "The impact of attitudes toward sexually appeal advertisements on purchase intentions of consumers in Ho Chi Minh City: Perspectives from feminist aspects," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, volume 16, issue 4, pages 22-39, DOI: 10.46223/HCMCOUJS.econ.en.16.4.3995.
• Pham Thi Thu Hien & Doan Bao Son & Nguyen Huy Phuc & Nguyen Ngoc Kieu Anh & Nguyen Dinh Loc & Tong Tinh Nghi, 2026, "Green purchase behavior of students in Ho Chi Minh City, Vietnam: The integration of protection motivation theory and theory of green purchase behavior," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, volume 16, issue 4, pages 60-78, DOI: 10.46223/HCMCOUJS.econ.en.16.4.3982.
• Nguyễn Quốc Hùng & Lê Thành Trung & Nguyễn Thị Xuân Đào & Nguyễn Quang Trường, 2026, "Hệ thống dự báo khách hàng rời bỏ dịch vụ ngân hàng trên nền tảng học máy," TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH - KINH TẾ VÀ QUẢN TRỊ KINH DOANH, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, volume 21, issue 1, pages 73-89, DOI: 10.46223/HCMCOUJS.econ.vi.21.1.3474.
• Hồ Thị Thảo Nguyên & Dương Bình Khang & Lâm Chí Hào & Ngô Trương Quốc Bảo & Nguyễn Duy Hưng & Bùi Thanh Tân, 2026, "Tác động của Chatbot đến sự hài lòng của khách hàng trẻ tuổi trong hệ thống đa kênh: Vai trò trung gian của vi phạm kỳ vọng và trải nghiệm cảm xúc," TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH - KINH TẾ VÀ QUẢN TRỊ KINH DOANH, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, volume 21, issue 2, pages 103-120, DOI: 10.46223/HCMCOUJS.econ.vi.21.2.4809.
• Nguyễn Thiên Ân & Nguyễn Hoàng Thiên Kim & Vũ Yến Ninh & Lục Thanh Cường & Nguyễn Gia Phúc & Phạm Minh, 2026, "Nỗi sợ bị bỏ lỡ và hiệu ứng đám đông đang định hình hành vi mua sắm bốc đồng như thế nào?," TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH - KINH TẾ VÀ QUẢN TRỊ KINH DOANH, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, volume 21, issue 2, pages 58-74, DOI: 10.46223/HCMCOUJS.econ.vi.21.2.4334.
• Premi Hansini, 2026, "Development Of A Conceptual Framework For Green Consumer Buying Behaviour For Personal Care Products In India," Acta Universitatis Bohemiae Meridionalis, University of South Bohemia in Ceske Budejovice, Faculty of Economics, volume 29, issue 1, pages 50-72, DOI: 10.32725/acta.2026.004.
• Anca Hotoi, 2026, "Long-term Evolution of Search Visibility and Click-Through Performance in Romanian E-commerce: A Four-Year Longitudinal Analysis of Google Ads Data," Manager Journal, Faculty of Business and Administration, University of Bucharest, volume 43, issue 1, pages 122-130, May.
• Anca Hotoi, 2026, "Two Decades of Digital Marketing Research: From Web-Based Consumer Influence to AI-Mediated Marketing Decisions," Manager Journal, Faculty of Business and Administration, University of Bucharest, volume 43, issue 1, pages 131-140, May.
• Heiko Karle & Marcel Preuss & Markus Reisinger, 2026, "Selling on Recommender Platforms: Demand Boost Versus Customer Migration," CESifo Working Paper Series, CESifo, number 12465.
• Dante Donati & Nandan Rao & Victor Orozco-Olvera & Ana Maria Muñoz Boudet, 2026, "Can Facebook Ads Prevent Malaria? Two Field Experiments in India," CESifo Working Paper Series, CESifo, number 12767.
• Kevin Bauer & Andreas Grunewald & Florian Hett & Johanna Jagow & Maximilian Speicher, 2026, "Treatment Targeting by Scaled Behavioral Measurement," CESifo Working Paper Series, CESifo, number 12772.
• Matthew Jaremski & Kris James Mitchener & Kilian Rieder, 2026, "Banking on a Corporate Rebrand," CESifo Working Paper Series, CESifo, number 12795.
• Jaremski, Matthew & Mitchener, Kris James & Rieder, Kilian, 2026, "Banking on a Corporate Rebrand," CAGE Online Working Paper Series, Competitive Advantage in the Global Economy (CAGE), number 812.
• Fusu, Grigore, 2026, "The Role of Visual Education and Social Perception in Shaping the Art Photography Market: A Qualitative Analysis," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, volume 28, issue 1, pages 63-74, July, DOI: 10.70147/c286374.
• Sara Luz Castro Arevalo & Anyi Catalina Cepeda Cortes & Natalia Estefania Cortes Guzmán & Jairo Andres Mejía Martínez & Sara Lucia Mosquera Pachón, 2026, "Investigación, experiencias e identidad en el trabajo colaborativo del semillero de investigación Management and Marketing (M&M)," Econógrafos, Escuela de Economía, Universidad Nacional de Colombia, FCE, CID, number 023144, Mar.
• Karle, Heiko & Preuss, Marcel & Reisinger, Markus, 2026, "Selling on Recommender Platforms: Demand Boost versus Customer Migration," CEPR Discussion Papers, Centre for Economic Policy Research, number 21117, Feb.
• Bisceglia, Michele & Israel, Mark & Piccolo, Salvatore & Ramezzana, Paolo, 2026, "Retail Price Parity as a Channel-Coordination Mechanism in Dual Distribution," CEPR Discussion Papers, Centre for Economic Policy Research, number 21240, Mar.
• Jaremski, Matthew & Mitchener, Kris & Rieder, Kilian, 2026, "Banking on a Corporate Rebrand," CEPR Discussion Papers, Centre for Economic Policy Research, number 21703, Jul.
• Rim Akkarene & Nabil Bouda, 2026, "Unpacking the black box: How algorithmic transparency and user control shape trust, satisfaction, and purchase intent in the AI era," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, volume 21, issue 1, pages 13-30.
• Angelo de Luca, 2026, "Breaking the micro-agency assessment bottleneck: Embedded analytics for e-commerce portfolio management. Part II," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, volume 21, issue 1, pages 2-12.
• Pavel Rosenlacher & Klára Černá & My Huyen Nguyenová, 2026, "Occupational stress in the marketing profession: An empirical analysis of stressors," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, volume 21, issue 1, pages 31-42.
• Renáta Cenková, 2026, "Analysis of the use of selected social networks in Slovak theatres," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, volume 21, issue 1, pages 43-53.
• Nadia Tahmi & Soria Ladour & Mahdjouba Benchohra, 2026, "Adoption of artificial intelligence in tourism agencies: realities and challenges. A field study of tourism agencies in Bordj Bou Arréridj, Algeria," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, volume 21, issue 2, pages 17-37.
• Adriana Mateášiková & Dávid Takács & Ingrida Košičiarová & Zdenka Kádeková, 2026, "Generations Z and Y perspectives on food waste: The role of marketing communication on sustainable behaviour," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, volume 21, issue 2, pages 2-16.
• Álvaro Fierro & Gloria Aparicio & Pilar Zorrilla, 2026, "The transformation of the music industry supply chain in the new phygital scenario. Towards a hybrid consumer," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, volume 21, issue 2, pages 38-50.
• Farid Zakaria Abid, 2026, "The mediating role of demarketing in the relationship between perceived quality and smoking cessation in Algeria. Part I," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, volume 21, issue 2, pages 51-57.
• Nuria Louzao & Lorena Hidalgo & Luka Sabater & Montserrat Crespi-Vallbona, 2026, "Redefining Luxury: Branded Residences and the Future of Hospitality," Revista de Economía y Finanzas (REyF), Asociación Cuadernos de Economía, volume 4, issue 10, pages 31-40, Enero.
• Arun Kumar D & V. Varsha, 2026, "Artificial Intelligence in Personalisation and Its Impact on Consumer Trust," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 1, DOI: 10.59413/ajocs/v7.i1.4.
• Nsanganyi, Christine & Mwange, Austin, 2026, "The Effect of Digital Transformation on Quality of Premier Banking: A Case of ZANACO," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 2, DOI: 10.59413/ajocs/v7.i2.12.
• Ojiaku, Obinna, 2026, "Signaling Brand Reputation: The Role of Consumer Reviews, Corporate Response, and Trusts in Undifferentiated Service Setting," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 2, DOI: 10.59413/ajocs/v7.i2.17.
• Makungu, Ruth & Sikombe, Shem, 2026, "Investigating the Influence of Queuing Theory Parameters on Customer Satisfaction at ZANACO: The Mediating Role of Customer Waiting Time," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 2, DOI: 10.59413/ajocs/v7.i2.20.
• Phiri, Memory, 2026, "The Influence of Corporate Social Responsibility on Brand Image: Evidence from the Competition and Consumer Protection Commission (CCPC), Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 2, DOI: 10.59413/ajocs/v7.i2.21.
• Mulyunga, Chilawo & Chawala, Moffa, 2026, "Examining the Influence of Content Marketing on The Purchase Intentions of Domestic Tourism Among Graduate Business Students at The University of Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 2, DOI: 10.59413/ajocs/v7.i2.23.
• Zulu, Tsitsi & Hamusokwe, Basil, 2026, "Examining The Relationship Between Facebook Advertising and Consumer Buying Behavior Among Airtel Customers: A Case of Lusaka Central Business District," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 2, DOI: 10.59413/ajocs/v7.i2.26.
• Mulungu, Oscar & Mwange, Austin, 2026, "Integrating AI to Improve Customer Experience and Marketing in Zambia’s Insurance Sector: A Case Study of Selected Insurance Firms," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 2, DOI: 10.59413/ajocs/v7.i2.46.
• Wazili, Linda & Mukosa, Francis, 2026, "An Investigation into the Effectiveness of Social Media Analytical Tools for Enhancing Customer Satisfaction: A Case Study of Indo Zambia Bank," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 2, DOI: 10.59413/ajocs/v7.i2.50.
• Khunga, Tiza & Sinkala, Muchemwa, 2026, "E-Marketing and Customer Retention in Emerging Markets: Evidence from Zambia’s ICT Sector," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 3, DOI: 10.59413/ajocs/v7.i3.25.
• Lungu, Juliana & Mpolomoka, Daniel L., 2026, "Examining Effects of Social Media Influencer Marketing on Consumer Purchasing Behavior of Fruiticana Soft Drinks in Central Business District of Lusaka, Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 3, DOI: 10.59413/ajocs/v7.i3.47.
• Mwale, Mirriam David & Phiri, Moses, 2026, "Assessment of the Effectiveness of Trade Kings Zambia Limited Advertising Strategies in Influencing Consumer Behaviour Among Residents of Mwalubemba Village in Chongwe, Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 3, DOI: 10.59413/ajocs/v7.i3.54.
• Mufalali, Simasiku Mwiya & Muduli, Regina & Mundia, Mukwalikuli & Ngoma, Kayaza & Mwiya, Bruce & Sikachelela, Jimmy, 2026, "Youth Consumer Preferences for Local vs. International Brands: Implications for SMEs in Kabwe District, Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 3, DOI: 10.59413/ajocs/v7.i3.58.
• Sichinga, Cornelius & Chungu, Kelly, 2026, "Adoption Without Strategy: The Strategy Implementation Gap in SME Digital Marketing in Zambia's Secondary Cities," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 4, DOI: 10.59413/ajocs/v7.i4.10.
• Kaela, Wilson & Muduli, Regina & Mufalali, Simasiku Mwiya & Lukonde, John, 2026, "From Technology Acceptance to SME Performance: The Mediating Role of Digital Marketing Adoption in Kabwe District, Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 4, DOI: 10.59413/ajocs/v7.i4.15.
• Mutale, Mwila & Hamusokwe, Basil, 2026, "Managing Corporate Reputation: The Influence of Marathons on Commercial Banks’ Corporate Reputation in Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 4, DOI: 10.59413/ajocs/v7.i4.21.
• Muchape, Lenty & Mufalali, Simasiku Mwiya & Muduli, Regina & Kunda, Mwila, 2026, "Exploring the Challenges of Digital Marketing Adoption among Small and Medium Enterprises in Kabwe District, Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, volume 7, issue 4, DOI: 10.59413/ajocs/v7.i4.23.
• Nancy Sichone & Attridge Mwelwa, 2026, "Minimization of Customer Churn in the Mobile Telecommunication Industry in Zambia: A Case of MTN Zambia," East African Finance Journal, East African Finance Journal, volume 5, issue 1, DOI: 10.59413/eafj/v5.i1.1.
• Ebbes, Peter & Ascarza, Eva & Netzer, Oded, 2026, "Learning from Many Experiments: A Hierarchical Bayesian Framework for Decomposing Marketing Treatment Heterogeneity," HEC Research Papers Series, HEC Paris, number 1610, Feb, DOI: 10.2139/ssrn.6213079.
• Delpeuch, Samuel & Turino, Francesco, 2026, "Taxing ads? A Bayesian-DSGE perspective," Economic Modelling, Elsevier, volume 154, issue C, DOI: 10.1016/j.econmod.2025.107357.
• Janssen, Aljoscha, 2026, "Brand switching or behavior change: The 2023 Bud Light boycott’s impact on alcohol purchases," Economics Letters, Elsevier, volume 260, issue C, DOI: 10.1016/j.econlet.2026.112822.
• Zhang, Yaoyushan & Shan, Jinbao & Li, Guanyu, 2026, "Digital marketing on the sustainable performance of retail enterprises: An analysis from the perspective of intelligent investment," Finance Research Letters, Elsevier, volume 87, issue C, DOI: 10.1016/j.frl.2025.109060.
• Baldwin, Kenneth, 2026, "Revisiting Lerner: market power in a value-based framework," Finance Research Letters, Elsevier, volume 98, issue C, DOI: 10.1016/j.frl.2026.109868.
• Zhang, Yang & Jiang, Manru, 2026, "How does digital marketing affect the operational efficiency of e-commerce enterprises? A perspective based on information dynamic capability," Finance Research Letters, Elsevier, volume 99, issue C, DOI: 10.1016/j.frl.2026.109862.
• Wang, Peipei & Shen, Ye, 2026, "Marketing digitalization, financial support, and consumer dependency: An analysis of the mediating effect of brand reputation," Finance Research Letters, Elsevier, volume 99, issue C, DOI: 10.1016/j.frl.2026.109924.
• Leonelli, Sinja & Muhn, Maximilian & Rauter, Thomas & Sran, Gurpal S., 2026, "How do consumers use ESG disclosure? Evidence from a randomized field experiment with everyday product purchases," Journal of Accounting and Economics, Elsevier, volume 81, issue 1, DOI: 10.1016/j.jacceco.2025.101811.
• Beknazar-Yuzbashev, George & Ichiba, Sota & Stalinski, Mateusz, 2026, "To the depths of the sunk cost: Experiments revisiting the elusive effect," Journal of Economic Behavior & Organization, Elsevier, volume 241, issue C, DOI: 10.1016/j.jebo.2025.107352.
• Long, Dede & Gómez-Miñambres, Joaquín & Liu, Hongxing, 2026, "For whom do labels work? Heterogeneous effects of popularity and environmental information in coffee choice," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, volume 121, issue C, DOI: 10.1016/j.socec.2026.102523.
• Hamzah Mohammed Kadhim & Anne-Marie Sassenberg & Karen Trimmer, 2026, "Investigating Seven Marketing-Mix for Credit Cards at Four Iraqi Private Banks in Baghdad Using TOPSIS Method – A Case Study," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), volume 0, issue 1, pages 159-185.
• Tarekegn & Alebel Abate, 2026, "The Effect of Tourism 4 “P” S on Customer Satisfaction: The Case of Hotels in Dessie and Kombolcha Cities," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), volume 0, issue 2, pages 03-17.
• Bintang Sadeva Akbar & Rika Promalessy, 2026, "The Effect of Shopping Lifestyle and Sales Promotion on Impulse Buying with Positive Emotion as a Mediating Variable Among Generation Z Shopee Users in the City of Pekanbaru," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), volume 0, issue 2, pages 40-55.
• Huber Gasinski & Barbara Szymoniuk & Magdalena Maciaszczyk & Maria Kocot & Janusz Sobon & Dominik Baldowski & Krzysztof Kandefer, 2026, "The Impact of Dark AI Patterns on Consumer Purchase Decisions and Impulsive Buying," European Research Studies Journal, European Research Studies Journal, volume 0, issue 1, pages 490-499.
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• Eleftherios Thalassinos & Salah Al-Sharhan & Antonis C. Simintiras, 2026, "Toward a Theory of Mindful Consumption Under Uncertainty," European Research Studies Journal, European Research Studies Journal, volume 0, issue 1, pages 700-723.
• Simran Babu & Honorata Howaniec & Mirna Leko-Simic & Sandhyarani Sahoo, 2026, "Environmental Awareness, Green Consumption, and Entrepreneurial Sustainability in Rural Development: A Bibliometric Analysis," European Research Studies Journal, European Research Studies Journal, volume 0, issue 2, pages 03-36.
• Elham Cheraghi, 2026, "Branding the Creative City through Music: Stakeholder Engagement on Social Media," European Research Studies Journal, European Research Studies Journal, volume 0, issue 2, pages 357-376.
• Zbigniew Zebrucki & Malgorzata Sowinska, 2026, "Innovations in Courier Customer Service and User Satisfaction in the Post‑Pandemic Era: Evidence from a Survey Study," European Research Studies Journal, European Research Studies Journal, volume 0, issue 2, pages 658-675.
• Marcelo Santos & Tiago Neves Sequeira, 2025, "Does the business cycle respond to food prices," CeBER Working Papers, Centre for Business and Economics Research (CeBER), University of Coimbra, number 2025-02, Apr.
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• Clément-François Wakwinga Wabenga & Préféré Burhonyi Burhashengwa & Paul Senzira Nahayo, 2026, "Institutional responsiveness and the quality of customer complaints management in banking service usage during security crises in Goma (D.R. Congo): Clients in distress, Banks under stress
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• Hind Benkirane & Naima Idouaarabe, 2026, "Employer Brandin of Private Higher Education Institutions Between Attraction and Retention: Expert Perspectives
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