... a significant mediating effect of engagement on satisfaction in phygital marketing. AR/ VR technologies, combined with customized, data-driven marketing strategies, lead to higher satisfaction and loyalty among travelers. Research limitations/implications To develop the tourism sector, marketing strategies...

...Meeta Dasgupta Purpose With the emergence of Generation MZ, comprising millennials and Generation Z, a trend toward personalization and mass customization has become increasingly significant in the fashion and textile industries. Innovations supported by technology at various stages of the apparel...

...Cristina Calvo-Porral; Rogelio Pesqueira-Sanchez Purpose Some aspects of technology behaviour remain unclear, such as the generation of technology use and engagement. So, this study aims to address the following question: does engagement with technology drive the use of technology?or does the use...

...Brian T. Ratchford Purpose The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet and associated developments. Design/methodology/approach This paper examines the introduction...