Indirect impact of professional interpersonal communication styles on service use intentions and moderating role of consumer cynicism: Insights from prospective online MBA students

Svetlana De Vos, Bora Qesja, Gediminas Lipnickas

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Original languageEnglish
Title of host publicationProceedings of EMAC Regional Conference 2024
Publication statusPublished - 25 Sept 2024
EventEMAC Regional Conference 2024: Exploring the Future of Marketing: Reshaping Marketing’s Role in the Society - ISEG, Lisbon, Portugal
Duration: 25 Sept 202427 Sept 2024


ConferenceEMAC Regional Conference 2024
Abbreviated titleEMAC2024
OtherCompanies worldwide still consider consumers as a central pillar of business. Consumers are more and more connected, using technology largely, concerned about individual (e.g., safety, stability, identity, relationships) and environmental aspects (e.g., climate change, economy, politics). They are searching to interact with companies with a meaningful purpose that can provide real value solutions. This situation forces companies to rethink marketing strategies in a way to provide viable alternatives combining opportunities and available resources to make a difference in society.

Considering the current marketing challenges, we invite the researchers to submit papers exploring, but not limited to, Technology-enabled consumer behaviour patterns; Sustainable consumption; Consumer vulnerability and privacy research; Strategic marketing shift towards digitalisation and sustainable growth; Digital sales and Marketing management; Service, retailing and consumer experience; Branding and Innovation; International and Cross-cultural marketing; Business-to-Business Marketing, etc.
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