The present study attempts to explore the meaning of the words “digital,”“virtual,”“hybrid,”“
phygital,”“metaversal,” and “physical” applied to planned events. The primary aims is to …

Abstract The COVID‐19 pandemic in 2020–2021 has created an unprecedented incentive to
digitize firms. This paper aims to explore how European companies may have responded to …

In this study, we explored the contingency effects of digital servitization enabled by Industry
4.0 technologies and sustainability from the perspective of business-to-business marketing …

The COVID-19 pandemic led to fast shifts in crisis marketing management, which impacted
the loyal customer turnout at the Walt Disney World Resort in Florida. This paper explores …

This research is based on a pilot study, conducted on a marketer from an unnamed
company within the tech industry (the anonymity is used because of the integrity of the …

The global economy, as the leading foundation of developing markets, faced a series of
complex challenges that pushed the boundaries of normal business interaction. One of the …