Does digital footprint act as a digital asset? – Enhancing brand experience through remarketing

Let us take a walk to the sustainable tourism practices: a qualitative study through the lens of tourism experts

The rising opportunities of sustainable tourism have brought many policies to control the exploitation of the environment and increase the reach of luxurious, safe, and authentic experiences to the different segments of tourists. This study seeks to prioritize the variables influencing the development of sustainable tourism and pinpoint key success factors that align with the Sustainable Development Goals (SDGs). It adopts a tri-dimensional framework encompassing economic, social, and environmental aspects, further delineated into eleven sub-dimensions, to provide a quantitative evaluation of sustainable tourism. We conducted interviews with 26 tourism industry experts hailing from eight countries, analyzing their responses using interval type-2 fuzzy sets. The results underscore the critical role of specific components in advancing sustainable tourism. In the economic dimension, "financial resources and tourism costs" emerge as vital factors. In the social dimension, "health and safety" takes center stage, while "green infrastructure" plays a pivotal role in the environmental dimension. These findings underscore the significance of these aspects in promoting sustainable tourism. Furthermore, this study explores the strategic importance of sustainable tourism equity in shaping tourism planning and development for emerging markets.

Effect of Technostress on Academic Productivity

The focus of most of the existing studies on technostress is with regard to working professionals. In spite of the explosion of digital device use in education, not many studies have identified its effects on students. This study examines the presence of technostress among management students aged 22-29 years. Using a sample of 300+ students of a management college of India, this study validates the technostress instrument. With the pandemic, education has seen a paradigm shift. Sessions including classes, interactions, discussions, team projects, assignments, examinations, have gone online and this has ushered the compulsion of spending more time with technology and digital devices (laptops, mobile phones, desktop etc). It examines the effect of technostress on academic productivity of students. The study further explores the students’ expectations from the college to control their technostress, thereby indicating the need of enhancing e-engagement through persuasive communication.

Transition to Digital Entrepreneurship with a Quest of Sustainability: Development of a New Conceptual Framework

Recent results of the Digital Economy and Society Index (52, 45%) and the European Index of Digital Entrepreneurship Systems (EIDES) (48%) illustrate an improved level of the digital performance in European Union countries and a significant progress towards unlocking the productivity of digital value co-creation and collaborative networks. It is also agreed that the rapid digitalization of the economy and the digital entrepreneurship approach fosters a transition of traditional business models to networked and integrated digital platform business models. Despite the well-recognized benefits of the digital entrepreneurship and the digital business ecosystem, application of emerging technologies and modern business models also brings inevitable sustainable management challenges. The main negative outcomes are in the disruption or exposure of vulnerabilities within collaborative organizational and social networks, the additional socio-technical pressure for both network supervisors and incumbents, and the asymmetry of digital information and resources, etc. Therefore, the present research provides a critical review on the scientific literature, a reconceptualization within the multi-level side effects, and an overview of the influence of the digital entrepreneurship within the sustainability and digital business ecosystem domains. The present paper delineates the sustainable digital entrepreneurship term and the combined conceptual framework of the digital sustainable value cycle.

Marketing research on Mobile apps: past, present and future

We present an integrative review of existing marketing research on mobile apps, clarifying and expanding what is known around how apps shape customer experiences and value across iterative customer journeys, leading to the attainment of competitive advantage, via apps (in instances of apps attached to an existing brand) and for apps (when the app is the brand). To synthetize relevant knowledge, we integrate different conceptual bases into a unified framework, which simplifies the results of an in-depth bibliographic analysis of 471 studies. The synthesis advances marketing research by combining customer experience, customer journey, value creation and co-creation, digital customer orientation, market orientation, and competitive advantage. This integration of knowledge also furthers scientific marketing research on apps, facilitating future developments on the topic and promoting expertise exchange between academia and industry.

Towards a new era of mass data collection: Assessing pandemic surveillance technologies to preserve user privacy

Controlling the coronavirus pandemic is triggering a cross-border strategy by which national governments attempt to control the spread of the COVID-19 pandemic. A response based on sharing facts about millions of private movements and a call to study information behavior during the global health crisis has been advised worldwide. The present study aims to identify the technologies to control the COVID-19 and future pandemics with massive data collection from users' mobile devices. This research undertakes a Systematic Literature Review (SLR) of the studies about the currently available methods, strategies, and actions to collect and analyze data from users' mobile devices. In a total of 76 relevant studies, 13 technologies that are classified based on the following aspect of data and data management have been identified: (1) security; (2) destruction; (3) voluntary access; (4) time span; and (5) storage. In addition, in order to understand how these technologies can affect user privacy, 25 data points that these technologies could have access to if installed through mobile applications have been detected. The paper concludes with a discussion of important theoretical and practical implications of preserving user privacy and curbing COVID-19 infections in the global public health emergency situation.

Implementing Experiential Marketing in the Digital Age for a More Sustainable Customer Relationship

We reviewed 58 empirical articles from the last two decades on experiential marketing in the e-commerce context. This literature review seeks to shed light into the fields of experiential and digital marketing, addressing the gaps in experiential aspects that appear during an online shopping session found in the literature. Thus, the paper identifies the elements that create the optimal consumers’ experience together with advantages, challenges, and strategic advice associated with the overall digital experience, an aspect that develops a more sustainable relationship between customers and e-businesses. The findings reveal that the most reported advantage of the overall digital experience is that it provides enhanced satisfaction, an aspect that is crucial for both consumers and online businesses, while some noted that frequent challenges are providing high levels of interactivity and trust. We found several other advantages and challenges of online consumer experience that led to the outlining of the strategic advice for online businesses, all being discussed in detail. The paper addresses a theoretical framework of digital marketing that is relevant for both academics and practitioners, suggestions for future research directions, and key research implications being offered.

Promoting built-for-disaster-purpose mobile applications: An interdisciplinary literature review to increase their penetration rate among tourists

This study focuses on the promotion and use of tourist-oriented built-for-disasterpurpose mobile applications. The investigation relies on two trends that are characterizing modern societies. The first trend refers to the fact that recently, rapidly, and worldwide, the number of mobile applications users increased. The second trend refers to the fact that, worldwide, international tourism demand highly increased from the beginning of the 1960s to the mid-years of 2010s. These travelers are also users of mobile applications, and they use apps for several reasons, including those related to security/emergency issues. International travelers may need information such as risks at the destination, warnings, shelter locator services, emergency routes information, and traveler telephone hotline to be used in the case of earthquakes, tsunamis, infectious diseases, or other disasters. We considered the role of built-for-disasterpurpose mobile applications as a tool to provide information to tourists, increase their risk-awareness, and improve their disaster-preparedness. Previous studies suggest that these tools may have a high impact in that sense. However, the number of users informed about these applications tends to be very low. We systematically reviewed interdisciplinary academic contributions to analyze research on apps-users’ intention to adopt mobile applications. Findings suggest opportunities for future tourism-oriented studies aiming at increasing the number of users of built-for-disasters mobile applications. In particular, we provide a research agenda taking into consideration the geographical spread of the studies, the used research techniques, and the adopted theories.