Pub Date : 2021-02-18DOI: 10.1080/21639159.2020.1808850
Ying Chen, C. Prentice, Scott Weaven, Aaron Hsiao
ABSTRACT Although artificial intelligence (AI) has been adopted in sharing economy platforms, few studies have investigated this phenomenon in this context. Consequently, there is no thorough overview of how AI has been used in the sharing economy. To address this research gap, a systematic literature review was performed for this paper. This method can be useful for the exploration of new and emerging trends within disciplines and allows boundaries to be mapped on what is known thereby identifying gaps on what is yet to be known. After screening, 28 English journal articles were selected in a qualitative synthesis. Results show AI can help the sharing economy platforms by enhancing trust, matching assets, and understanding participants’ preferences and attitudes. Based on these findings, potential directions are established. The current study will contribute to both the sharing economy and AI literature, and the results may help practitioners and academia to achieve a greater understanding of this topic.
{"title":"A systematic literature review of AI in the sharing economy","authors":"Ying Chen, C. Prentice, Scott Weaven, Aaron Hsiao","doi":"10.1080/21639159.2020.1808850","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808850","url":null,"abstract":"ABSTRACT Although artificial intelligence (AI) has been adopted in sharing economy platforms, few studies have investigated this phenomenon in this context. Consequently, there is no thorough overview of how AI has been used in the sharing economy. To address this research gap, a systematic literature review was performed for this paper. This method can be useful for the exploration of new and emerging trends within disciplines and allows boundaries to be mapped on what is known thereby identifying gaps on what is yet to be known. After screening, 28 English journal articles were selected in a qualitative synthesis. Results show AI can help the sharing economy platforms by enhancing trust, matching assets, and understanding participants’ preferences and attitudes. Based on these findings, potential directions are established. The current study will contribute to both the sharing economy and AI literature, and the results may help practitioners and academia to achieve a greater understanding of this topic.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"32 1","pages":"434 - 451"},"PeriodicalIF":1.6,"publicationDate":"2021-02-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808850","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44621224","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-10DOI: 10.1080/21639159.2020.1808853
Nuno Martins, Sérgio Dominique-Ferreira, C. Pinheiro
ABSTRACT Contemporary architecture has an increasing importance in tourism. The marketing implications of digital or mobile content in this niche tourism space has not been previously studied. With this project we aim to build a mobile app to cater to this market and show that it can positively impact tourism in Portugal. A two-step multidimensional approach was applied to achieve this goal. The first step was based on benchmarking, as well as interviews with two architects. The second step was based on visual identity factors, prototyping, and usability tests. We found that it was possible to develop an intuitive app that positively adjusted to the needs and preferences of future users. Improvements to the platform should include new metrics, blog links, and augmented reality.
{"title":"Bridging tourism, architecture, and sustainability: Design and development of an app for contemporary architecture built in Portugal","authors":"Nuno Martins, Sérgio Dominique-Ferreira, C. Pinheiro","doi":"10.1080/21639159.2020.1808853","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808853","url":null,"abstract":"ABSTRACT Contemporary architecture has an increasing importance in tourism. The marketing implications of digital or mobile content in this niche tourism space has not been previously studied. With this project we aim to build a mobile app to cater to this market and show that it can positively impact tourism in Portugal. A two-step multidimensional approach was applied to achieve this goal. The first step was based on benchmarking, as well as interviews with two architects. The second step was based on visual identity factors, prototyping, and usability tests. We found that it was possible to develop an intuitive app that positively adjusted to the needs and preferences of future users. Improvements to the platform should include new metrics, blog links, and augmented reality.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"32 1","pages":"493 - 510"},"PeriodicalIF":1.6,"publicationDate":"2021-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808853","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48836882","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
ABSTRACT The seasonality of employment in tourism consists of challenges of hiring. The primary goal of this study was to develop a digital recruitment platform for the tourism industry. A two-step multidimensional approach was applied to the challenge. The first step was based on benchmarking and interviews with key stakeholders. The second step was based on visual identity factors, prototyping, and usability tests. Authors found that it was possible to develop a simple and intuitive digital platform that positively adjusted the dynamic hiring process for seasonal jobs. Improvements to the platform should include new metrics, such as evaluation of candidates who used this platform previously, based on different elements, such as emotional intelligence. In this way, profile matching could be optimized, and the platform tool would become more robust and useful. This study’s medium- and high-fidelity models of a digital platform to be utilized in human resources tasks are the new additions to toolkits that may streamline HR functions.
{"title":"Design and development of a digital platform for seasonal jobs: Improving the hiring process","authors":"Nuno Martins, Sérgio Dominique-Ferreira, Cátia Lopes","doi":"10.1080/21639159.2020.1808851","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808851","url":null,"abstract":"ABSTRACT The seasonality of employment in tourism consists of challenges of hiring. The primary goal of this study was to develop a digital recruitment platform for the tourism industry. A two-step multidimensional approach was applied to the challenge. The first step was based on benchmarking and interviews with key stakeholders. The second step was based on visual identity factors, prototyping, and usability tests. Authors found that it was possible to develop a simple and intuitive digital platform that positively adjusted the dynamic hiring process for seasonal jobs. Improvements to the platform should include new metrics, such as evaluation of candidates who used this platform previously, based on different elements, such as emotional intelligence. In this way, profile matching could be optimized, and the platform tool would become more robust and useful. This study’s medium- and high-fidelity models of a digital platform to be utilized in human resources tasks are the new additions to toolkits that may streamline HR functions.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"32 1","pages":"452 - 469"},"PeriodicalIF":1.6,"publicationDate":"2021-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808851","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43087990","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-09DOI: 10.1080/21639159.2020.1808836
K. Storbacka, S. Nenonen
ABSTRACT Viewing markets as socially constructed, and thus consciously reconstructable value-creating systems, opens interesting avenues for managerial practice. Strategic decisions regarding markets are no longer limited to market selection or positioning in an existing space; for in addition, markets themselves can be shaped for higher value creation, growth and profitability. Based on an abductive research process that was founded on a continuous literature review and involved 63 executives from 16 firms in two countries, we identified 12 distinct levers that a focal firm wanting to shape their markets can focus on. These managerial levers are further categorized into four themes (1) reworking the exchange process by which the focal firm connects with customers, (2) reshaping the network that supports the exchange process and customers’ use practices, (3) revising the representations that are used to symbolize the market, and (4) reforming the norms that guide all interactions in the market. The developed framework provides an organized and actionable overview of the elements that can form the content of market-shaping strategies, thus illuminating the “black box” between previously explored antecedents and outcomes of such strategies.
{"title":"Managerial levers of market-shaping strategies: An abductive inquiry","authors":"K. Storbacka, S. Nenonen","doi":"10.1080/21639159.2020.1808836","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808836","url":null,"abstract":"ABSTRACT Viewing markets as socially constructed, and thus consciously reconstructable value-creating systems, opens interesting avenues for managerial practice. Strategic decisions regarding markets are no longer limited to market selection or positioning in an existing space; for in addition, markets themselves can be shaped for higher value creation, growth and profitability. Based on an abductive research process that was founded on a continuous literature review and involved 63 executives from 16 firms in two countries, we identified 12 distinct levers that a focal firm wanting to shape their markets can focus on. These managerial levers are further categorized into four themes (1) reworking the exchange process by which the focal firm connects with customers, (2) reshaping the network that supports the exchange process and customers’ use practices, (3) revising the representations that are used to symbolize the market, and (4) reforming the norms that guide all interactions in the market. The developed framework provides an organized and actionable overview of the elements that can form the content of market-shaping strategies, thus illuminating the “black box” between previously explored antecedents and outcomes of such strategies.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"31 1","pages":"337 - 353"},"PeriodicalIF":1.6,"publicationDate":"2021-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808836","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42556752","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-09DOI: 10.1080/21639159.2020.1808839
A. Baker, Naveen Donthu
ABSTRACT A successful CRM strategy sometime requires the firm to unilaterally restructure parts of the exchange relationship with existing customers. This reallocation of marketing resources benefits many customers, although less profitable customer segments are likely to be adversely impacted by such policies. In this study we shed light on the marketing relationship factors that shape how consumers respond to CRM activities involving negative policy changes. The theoretical model tested showed that the level of switching costs and situational self-efficacy modify the behavioral response (acceptance, resistance, and defection) consumers have to negative policy changes.
{"title":"Fight or flight?: Understanding customer response to CRM tactics","authors":"A. Baker, Naveen Donthu","doi":"10.1080/21639159.2020.1808839","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808839","url":null,"abstract":"ABSTRACT A successful CRM strategy sometime requires the firm to unilaterally restructure parts of the exchange relationship with existing customers. This reallocation of marketing resources benefits many customers, although less profitable customer segments are likely to be adversely impacted by such policies. In this study we shed light on the marketing relationship factors that shape how consumers respond to CRM activities involving negative policy changes. The theoretical model tested showed that the level of switching costs and situational self-efficacy modify the behavioral response (acceptance, resistance, and defection) consumers have to negative policy changes.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"31 1","pages":"318 - 336"},"PeriodicalIF":1.6,"publicationDate":"2021-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808839","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44243031","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-08DOI: 10.1080/21639159.2020.1808835
Sandeep Basnyat, Tong Elvi Ho
ABSTRACT Despite acknowledging that tourists are the primary actor in food-tourism activities, how their experiences are influenced and created by the consumption of food in their traveling destination is largely ignored. Filling this gap, this research examines how the food that tourists consume in a destination help create tourist experiences. The data for this study were collected through in-depth semi-structured interviews with 20 tourists in Macau, China who were willing to share their dining experiences. The findings of this study reveal that food that tourist consumes in a destination has the potential to create tourist experience holistically by creating unique and memorable traveling as well as dining experiences. The implications of the findings for the tourism industry are provided.
{"title":"Food and tourist experiences: Insights from Macau","authors":"Sandeep Basnyat, Tong Elvi Ho","doi":"10.1080/21639159.2020.1808835","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808835","url":null,"abstract":"ABSTRACT Despite acknowledging that tourists are the primary actor in food-tourism activities, how their experiences are influenced and created by the consumption of food in their traveling destination is largely ignored. Filling this gap, this research examines how the food that tourists consume in a destination help create tourist experiences. The data for this study were collected through in-depth semi-structured interviews with 20 tourists in Macau, China who were willing to share their dining experiences. The findings of this study reveal that food that tourist consumes in a destination has the potential to create tourist experience holistically by creating unique and memorable traveling as well as dining experiences. The implications of the findings for the tourism industry are provided.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"32 1","pages":"97 - 113"},"PeriodicalIF":1.6,"publicationDate":"2021-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808835","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46948142","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-08DOI: 10.1080/21639159.2020.1808826
Sooyun Kim, Sunmee Choi, Geebum Park, Yeonjoo Lee
ABSTRACT Although most relationships are not symmetrical but interrelated, studies on the antecedents of customer attitude using SOR framework have focussed on the main effects and primacy issues of particular predictors, such as cognitive and affective responses, and few studies have examined configuration effects of cognitive and affective responses during shopping. To fill this gap in the research, this study elucidate on the combined effect of cognitive responses, affective responses and personal traits, which have been identified as important moderators for customer attitude, on customer attitude toward the brand, particularly in the luxury fashion retail context. Employing fuzzy-set qualitative comparative analysis (fsQCA), which is a set-theoretic method, this study offers six combination patterns of cognitive responses, affective responses, and personal traits leading to customer’s positive attitude toward a luxury brand. Results of six combinations show three major findings as follows: (1) cognitive responses are more important than affective responses, (2) avoiding negative emotions is more important than evoking positive emotions, and (3) the combinations leading to positive attitudes differ by the level of brand familiarity.
{"title":"Configurations of cognitive and affective responses forming customer attitudes toward a luxury brand","authors":"Sooyun Kim, Sunmee Choi, Geebum Park, Yeonjoo Lee","doi":"10.1080/21639159.2020.1808826","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808826","url":null,"abstract":"ABSTRACT Although most relationships are not symmetrical but interrelated, studies on the antecedents of customer attitude using SOR framework have focussed on the main effects and primacy issues of particular predictors, such as cognitive and affective responses, and few studies have examined configuration effects of cognitive and affective responses during shopping. To fill this gap in the research, this study elucidate on the combined effect of cognitive responses, affective responses and personal traits, which have been identified as important moderators for customer attitude, on customer attitude toward the brand, particularly in the luxury fashion retail context. Employing fuzzy-set qualitative comparative analysis (fsQCA), which is a set-theoretic method, this study offers six combination patterns of cognitive responses, affective responses, and personal traits leading to customer’s positive attitude toward a luxury brand. Results of six combinations show three major findings as follows: (1) cognitive responses are more important than affective responses, (2) avoiding negative emotions is more important than evoking positive emotions, and (3) the combinations leading to positive attitudes differ by the level of brand familiarity.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"31 1","pages":"598 - 613"},"PeriodicalIF":1.6,"publicationDate":"2021-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808826","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43052944","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-08DOI: 10.1080/21639159.2020.1808827
B. Pan, Wayne W. Smith, S. W. Litvin, Yulan Yuan, A. Woodside
ABSTRACT Low response rates are pointed as a critical problem in online travel surveys. Tourism researchers need to strive to find ways to increase response rates in order to improve the surveys’ coverage as well as representativeness. Through an experiment, this paper specifically examines the design factors that provide social clues in online survey, and the timing of the solicitation. The results indicated that solicitations sent with a researcher’s Western name induced dramatically more responses (>60%) than did the same solicitation sent with a Chinese name; the attachment of an authoritative title for the Chinese researcher did not mitigate the problem; surveys sent out on Saturday with a reminder on Monday generated the highest response rate; among the variations tested, wording of the solicitation email’s subject line had insignificant impact on response rates. Details of the experiment and an explanation of results based upon underlying social factors are discussed.
{"title":"Ethnic bias and design factors impact response rates of online travel surveys","authors":"B. Pan, Wayne W. Smith, S. W. Litvin, Yulan Yuan, A. Woodside","doi":"10.1080/21639159.2020.1808827","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808827","url":null,"abstract":"ABSTRACT Low response rates are pointed as a critical problem in online travel surveys. Tourism researchers need to strive to find ways to increase response rates in order to improve the surveys’ coverage as well as representativeness. Through an experiment, this paper specifically examines the design factors that provide social clues in online survey, and the timing of the solicitation. The results indicated that solicitations sent with a researcher’s Western name induced dramatically more responses (>60%) than did the same solicitation sent with a Chinese name; the attachment of an authoritative title for the Chinese researcher did not mitigate the problem; surveys sent out on Saturday with a reminder on Monday generated the highest response rate; among the variations tested, wording of the solicitation email’s subject line had insignificant impact on response rates. Details of the experiment and an explanation of results based upon underlying social factors are discussed.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"32 1","pages":"129 - 144"},"PeriodicalIF":1.6,"publicationDate":"2021-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808827","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41508331","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-08DOI: 10.1080/21639159.2020.1808808
A. Alikhani, P. Mokhtarian
ABSTRACT Present research studies the impact of brand personality traits on customer commitment to the Brand as one of customer behaviour indicators by measuring variables like sincerity, excitement, sophistication, peacefulness, and competence. Tehran hygienic products customers of NIVEA (at least 1–3 years consumption) is the statistical population of this research and due to the unspecific volume of the statistical population the sampling was determined by Cochran Formula (n-384). In this vein, the random cluster sampling method has been used and research data has been collected with designed standard and structured questionnaire. To accomplish this; a conceptual framework is developed and evaluated as follow: For data analysis on inferential level structural equation modelling has been used. The type of research is practical, data type is quantitative, data collection type is descriptive and in terms of determining the relationship between variables is correlation. The result demonstrates a significant relationship between brand personality and Brand commitment, due to the direct positive relationship among sincerity, excitement, sophistication, peacefulness, Competence variables and Brand commitment.
{"title":"Impact of brand personality traits on customer’s brand commitment (case study: NIVEA hygienic products)","authors":"A. Alikhani, P. Mokhtarian","doi":"10.1080/21639159.2020.1808808","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808808","url":null,"abstract":"ABSTRACT Present research studies the impact of brand personality traits on customer commitment to the Brand as one of customer behaviour indicators by measuring variables like sincerity, excitement, sophistication, peacefulness, and competence. Tehran hygienic products customers of NIVEA (at least 1–3 years consumption) is the statistical population of this research and due to the unspecific volume of the statistical population the sampling was determined by Cochran Formula (n-384). In this vein, the random cluster sampling method has been used and research data has been collected with designed standard and structured questionnaire. To accomplish this; a conceptual framework is developed and evaluated as follow: For data analysis on inferential level structural equation modelling has been used. The type of research is practical, data type is quantitative, data collection type is descriptive and in terms of determining the relationship between variables is correlation. The result demonstrates a significant relationship between brand personality and Brand commitment, due to the direct positive relationship among sincerity, excitement, sophistication, peacefulness, Competence variables and Brand commitment.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"31 1","pages":"543 - 562"},"PeriodicalIF":1.6,"publicationDate":"2021-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808808","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43935574","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-04DOI: 10.1080/21639159.2020.1808852
Sérgio Dominique-Ferreira, Rui José Braga, Benilda Queirós Rodrigues
ABSTRACT Social, economic, and environment sustainability are more than ever hot topics. Because of their importance in this context, we examine how and why traditional markets play such a critical role in local as well as regional development and sustainability, along with their respective effects. We use a single case methodology based on the internationally awarded case of Barcelos (a northern region of Portugal). The main results show that the traditional market of Barcelos plays a critical role in the region, especially with respect to socioeconomic, environmental, and political and administrative effects. To optimize the role and influence of this traditional market, authors suggest the application of artificial intelligence.
{"title":"Role and effect of traditional markets: The internationally awarded case of Barcelos","authors":"Sérgio Dominique-Ferreira, Rui José Braga, Benilda Queirós Rodrigues","doi":"10.1080/21639159.2020.1808852","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808852","url":null,"abstract":"ABSTRACT Social, economic, and environment sustainability are more than ever hot topics. Because of their importance in this context, we examine how and why traditional markets play such a critical role in local as well as regional development and sustainability, along with their respective effects. We use a single case methodology based on the internationally awarded case of Barcelos (a northern region of Portugal). The main results show that the traditional market of Barcelos plays a critical role in the region, especially with respect to socioeconomic, environmental, and political and administrative effects. To optimize the role and influence of this traditional market, authors suggest the application of artificial intelligence.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"32 1","pages":"470 - 492"},"PeriodicalIF":1.6,"publicationDate":"2021-02-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808852","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45569060","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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