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.

This paper aims at identifying the entrepreneurial opportunities for establishing innovative startups during and post COVID-19 crisis. To reach this goal, we conducted an exploratory study based on semi-structured interviews with 168 students who intend to involve themselves in entrepreneurship in their future career. The research started from the debates in literature regarding the huge negative impact of the COVID-19 crisis on economic development, which can jeopardize the achievement of United Nations Sustainable Development Goals. The research findings confirm the results of other studies regarding the vulnerability of startups during crises, the reason why they have to refocus on innovative businesses, especially based on information and communication technology (ICT). Such businesses are considered incentives of sustainable development. Other ideas highlighted the importance of social entrepreneurship for the management of startups. It means that startups should develop strong relationships with employees but also with other stakeholders, like companies in the same industry, the public sector, academia, and citizens. In addition, changing the business culture aiming at developing green business could be an inexpensive solution for developing a sustainable entrepreneurial ecosystem. These empirical results have implications for both business and the academic environment, which should cooperate in order to overcome the crisis. Such an approach could be used in the long run in order to manage other crises and to develop sustainable business.

In recent years, with the remarkable growth of the global digital market, specialists took a new direction of focus in the field of marketing, considering customer experience an important differentiator in today’s digital landscape. In an online setting, in contrast to traditional marketing, the dimensions of customer experience include informativeness, entertainment, social presence and sensory, elements that create customer value. The experience is an increasingly significant component in defining the success of an online company, becoming a source of competitive advantage for any e-business. Yet, to accomplish these favorable results, a business needs to focus on customer loyalty, a concept that is understood from a relational perspective as the consumer’s preferences to sustain a stable relationship with the brand, fact that involves consistent visits of the site, and in consequence, repeat purchases. The research presented in this paper is based on the literature review. Subsequently, a conceptual model was proposed as the intersection of the online customer experience dimensions with the concept of customer loyalty, which, in turn, includes consumer’s attitudes and behaviors toward an online business. The purpose of this study is twofold: (1) to offer an outline of opportunities to use customer experience for increasing customer loyalty and (2) to provide managerial implications and guides future research opportunities to empirically measure the impact of online customer experience components on customer loyalty.

Inclusive education represents one of the most challenging aspects of modern education. In recent years, a major challenge in achieving inclusivity in education has been to find modern tools that might adapt the teaching process to the needs of children with disabilities. This article investigates the possibility to use virtual reality (VR) technology to improve the learning process of children with disabilities. In this regard, a qualitative study based on the Focus Group method was conducted among 31 specialists who work with children with disabilities, with the aim of identifying potential opportunities and limits of using VR technology in the education of this category of children. The research results reveal that for most of the interviewees the VR application was a new experience; they appreciated that this technology could improve the educational process for children with disabilities and it could become a useful tool to support the education of such children. These results could have a positive impact on the activities carried out by policymakers, academia, and the economic environment in their efforts to implement policies aimed at improving the inclusive education system. To this end, some VR applications could be developed in a collaborative system involving IT companies and universities in the designing and implementation of these applications.

This article addresses issues regarding the intention of responsible tourism to increase the accessibility of tourist destinations for children with disabilities and their families. The main objective of this research is to identify the barriers that families with disabled children confront during their touristic experiences and to find ways to diminish these barriers. In this respect, qualitative marketing research based on the focus group method was conducted. The research results revealed that the most important barriers faced by such families are attitude barriers, followed by physical barriers and a lack of information. Starting from these results, we proposed the higher involvement of national authorities and other stakeholders in strategies meant to decrease or remove the barriers faced by people with disabilities and their attendants in order to develop responsible tourism. Such strategies could firstly involve the development of a primary school curriculum by including educational programs that are meant to avoid attitude barriers. Secondly, other stakeholders could use new emerging technologies, such as virtual reality, to offer tourists the opportunity to experience some tourism products and places before they travel.