In an era of information overload, relevance is key. Even more so in the physical store, where consumers are in a ‘shopping state of mind’ (Shankar et al., 2010), and where still a significant proportion of all purchase decisions is being made. Relevance can be achieved by filtering information and targeting …

The UN SDG Action Campaign aims to raise awareness and mobilize action around the United Nations Sustainable Development Goals (SDGs) through effective communication strategies. The goal of this project was to analyze the current communication strategies of the campaign and provide recommendations for …

Retailers play an important role in persuading consumers to purchase sustainable fashion (SF), but little is known about how, and why, SF retailers persuade consumers. This research aims to understand their choices for marketing and communication tactics. We interviewed 25 SF retailers about the drivers …

Service robots provide retailers with new opportunities to innovate their in-store service offerings. Despite advances made in the fields of human-robot interaction, information systems, and marketing, there is relatively little known about how to apply a service robot in retailing. In this paper we …

The purpose of this research is to find evidence for the assumption that allowing children to create their own news messages is an effective approach to teach them how to distinguish between reliable news and fake news. Three students of the primary teacher training programme of The Hague University …

We have come to understand our world less and less, despite the countless one-liners (and slogans) that influencers and advertising people are constantly shooting at us via social media, among other things. We can no longer describe our world - it has simply become too complex for that. HBut marketing …

The following research justification report explains to what extent the current tracking of performance of the IHS digital communication channels is effective for the decision-making process. Having a clear monitoring strategy is a crucial component for the success of any marketing campaign. The research …

Global dynamics challenge businesses and industries more than ever before. Notably, the trend of sustainability impacts the tourism industry, which explains the focus on consciousness and projects initiated by NGOs.  This research study was conducted for Fundación CODESPA – a changemaker striving for …

This advisory report has been written for the project Flavours of Málaga, which is aimed at women that live in the neighbourhoods of Málaga to improve their socio-economic position with the help of gastronomic heritage tourism. The second phase (Flavours of Málaga II) has recently started and focusses …

Social media are increasingly populated with brand messages that are linked to timely events, a practice that is also known as real-time marketing (RTM). In this study, we examine whether RTM is an effective strategy to boost sharing behaviour, and if so, what moment- and content-related characteristics …