Purpose While there have always been cultural differences between countries and between
individuals, the virtualisation of markets is rendering the impact of these differences even …

The COVID-19 pandemic has been a chance and a boost for those retailers that develop
their online profile. This new context can raise privacy issues on the consumer side. For this …

Over the last decade, scholars have recently emphasized the need for tourism marketers to
orchestrate the wide range communication activities and forms via the adoption of Integrated …

Purpose The aim is to assess which type of online promotional incentive (that is, a price
discount, a luggage set, or two nights' hotel accommodation) is the most effective at achieving …

Tourism is undoubtedly among the industries that better reflect the effects of globalization,
technological advances (ie the Internet) being one of the most relevant drivers. Given the …

… Esmeralda Crespo-Almendros Esmeralda Crespo-Almendros is an associate professor
of marketing and market research at the University of Granada (Spain). Her areas of …

Globalisation and the broader use of the Internet have led both academia and professionals
to dedicate a great deal of attention to the analysis of the cultural differences that exist within …

This comparative study analyses the effectiveness of the communications delivered via
Facebook by two Spanish airlines, Iberia and Air Europa. Using various indicators, the …

The present study explores the influence of website usability (utilitarian motivation) and user
flow state (hedonic motivation) on online purchasing behaviour in the context of a site …

Purpose This study seeks to analyze the influence of the consumer's perceived benefits
deriving from two different promotional incentives offered via social media on the perceived …