The purpose of this article is to analyze the relationship between a brand’s trust in consumer decisions and its maintenance over time in a retail chain in northern Brazil known as Bemol. The sample consists of 210 respondents, customers of Bemol, and the methodology used is a model of structural equations. The developed model consists of 22 variables, divided into three constructs: trust, loyalty and brand. The results show the importance of trust in the consumption decision, as well as loyalty, relationship and satisfaction. Trust and loyalty lead to brand relationship, which is why managers must pay special attention to the factors to be provided to their customers so that this triad can be verified. Commercial brands marketed to the public should consider inducing strong feelings towards the brand as an important step in promoting customer satisfaction and loyalty. A brand for which that the consumer develops strong feelings will facilitate and potentiate positive behaviors in the long term. However, some behavioral characteristics, attendance and leadership, are of lesser importance to the consumer. This research presents a limitation as to its application, as the respondents were only customers of one brand, Bemol.

This study investigates how digital transformation, digital culture, innovation capabilities, and organizational resilience influence organizational performance in the post-pandemic era. Grounded in Resilience Theory, the Dynamic Capabilities Framework, and Organizational Learning, this research analyzes how digital capabilities—such as innovation, digitalization, telework, and investment strategies—influence organizational performance. Data were collected through a structured online survey with 320 valid responses from decision-makers across various sectors. Using descriptive statistics, Pearson correlations, and multiple linear regression analysis, the results reveal that innovation, organizational resilience, and investment strategies are significant predictors of performance, together explaining over 52% of its variance. Interestingly, while digitalization correlates strongly with innovation and strategic adaptation, its direct effect on performance was not statistically significant in the regression model. These findings underscore the importance of an integrated approach to digital transformation and resilience-building strategies for navigating crises and fostering long-term performance. The study contributes to the literature on digitalization, crisis response, and strategic management, offering practical insights for managers and policymakers committed to strengthening organizational adaptability in the post-pandemic era.

This article aims to systematically investigate and elucidate the transformative effects of Artificial Intelligence (AI) and Machine Learning (ML) on marketing strategies and consumer engagement within the tourism and hospitality industries. The research methodology employed in this article encompasses a quantitative approach, underpinned by the use of cluster analysis to categorize and interpret complex multivariate data. This methodological framework is chosen to provide a rigorous, data-driven examination of the impacts of Artificial Intelligence (AI) and Machine Learning (ML) on marketing strategies and consumer behavior in the tourism and hospitality industry. The results of this investigation reveal significan t insights into the application of Artificial Intelligence (AI) and Machine Learning (ML) in enhancing marketing strategies within the tourism and hospitality sectors. Through the application of the k-means clustering algorithm to the collected dataset, distinct patterns of consumer behavior and preferences have emerged, underscoring the potential of AI and ML to revolutionize marketing approaches and consumer engagement. The findings from this research underscore the pivotal role of Artificial Intelligence (AI) and Machine Learning (ML) in transforming marketing strategies and enhancing consumer engagement within the tourism and hospitality industries. The utilization of cluster analysis, specifically the k -means algorithm, has facilitated a deeper understanding of consumer behavior patterns, leading to several key conclusions.

The consumer profile has undergone evolutions and transformations over the years due to the evolution of new generations of individuals, such as Generation Y. Social media has revolutionized the way in which consumers can search and find information about products in general, which has impacted how brands relate to their consumers. In this context, this study tries to understand how digital influencers are being used to influence Generation Y in the consumption of banking services from fintechs in Brazil via social media platforms. The specific objectives include profiling these consumers, identifying the most relevant influencers, and measuring the impact of influencer marketing. The results pointed to Generation Y’s preference for mobile applications and personal recommendations when making decisions to purchase financial products. Fintechs stood out for the agility and autonomy they offered, as well as for being on the forefront in leading practices, innovations, and product offerings that drive sustainability forward. The study concluded that digital influencers play a crucial role in the awareness phase, but additional factors influence Millennial consumption decisions, highlighting the complexity of the decision process.

In this study, Airbnb’s brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship between those constructs in the context of hospitality brands. The results of the study revealed that Airbnb’s brand personality is mostly associated with excitement, sincerity, and competence. Brand personality was shown to have effects on both consumer involvement and institutional trust, with competence having the biggest impact on consumer involvement, and institutional trust being under the most significant influence of sincerity. The results of this study present meaningful implications not only for the academic community, but also for marketing specialists focusing on branding strategies in the innovative context of sharing economy businesses.

The performance of higher education institutions is significantly influenced by their academic human capital (AHC), which encompasses research competencies, dynamic capacity, working capacity, critical thinking, social capital, and external relations. This study aims to investigate the interrelationships among these dimensions and their collective impact on institutional performance. Utilizing a comprehensive literature review and empirical analysis, we identify key factors that enhance AHC and propose strategies for optimizing these dimensions to foster innovation, adaptability, and organizational effectiveness. The quantitative study with a descriptive design uses a questionnaire, collecting 302 responses from university professors and researchers in Egypt. The findings highlight the pivotal role of research competencies and dynamic capacity in driving academic excellence and institutional resilience. Additionally, the study underscores the importance of external relations and social capital in enriching academic environments and facilitating knowledge transfer. By providing a nuanced understanding of AHC, this research offers actionable insights for policymakers and educational leaders aiming to bolster the performance and sustainability of higher education institutions.