Volume 13 Issue 2

This study explores why some fans in Japanese fandoms engage in ‘refusal-to-share' behaviour—avoiding interactions with others who support the same celebrity to maintain an exclusive emotional bond. Through semi-structured interviews with 21 female fans, we identified four types of refusal-to-share behaviour based on romantic versus non-romantic orientation and level of self-affirmation: Romantic/High Self-Affirmation, Romantic/Low Self-Affirmation, Non-Romantic/High Self-Affirmation, and Non-Romantic/Low Self-Affirmation. Across all groups, this behaviour functioned as a self-protective strategy to preserve a private, idealized ‘dream world' with the celebrity. Linked to narcissistic traits such as possessiveness and psychological ownership, refusal-to-share behaviour can be interpreted through attachment theory and distinctions between grandiose and vulnerable narcissism. While some fans embraced exclusivity, others experienced inner conflict and self-criticism. These findings illuminate the emotional complexity of fandom and offer insights into both positive and potentially ‘toxic' aspects of fan–celebrity relationships.

The paper examines the evolution of marketing concepts from Marketing 1.0 to Marketing 6.0, emphasizing the progressive transformation of marketing from a product-centered discipline to a human-centric, technology-driven, and ethically oriented strategic approach. The main aim of the study is to synthesize the defining characteristics of each stage of marketing evolution, evaluate their practical implications for contemporary organizations, and identify the limitations that have driven the transition toward newer conceptual paradigms. The research adopts a qualitative and descriptive methodology based on an extensive literature review and historical-comparative analysis of academic publications, industry reports, and seminal marketing frameworks. Through thematic and comparative analysis, the study investigates how technological innovation, changing consumer expectations, digitalization, artificial intelligence, and societal values have reshaped marketing theory and practice over time. The findings reveal that marketing has evolved from transactional and mass-production orientations toward relationship marketing, value co-creation, emotional engagement, sustainability, and AI-enhanced personalization. The paper also highlights the growing importance of ethical governance, transparency, data privacy, and responsible AI implementation within contemporary marketing strategies. The study concludes that future marketing success depends on balancing technological advancement with human values, societal responsibility, and sustainable business practices in increasingly immersive and data-driven environments.

Building a successful business goes beyond having a great idea — it demands a rich and diverse set of talents that entrepreneurs must consciously develop throughout their professional journey. This paper explores the core competencies that underpin entrepreneurial success, organizing them into four interconnected categories: hard skills, encompassing technical and business management capabilities; and three dimensions of soft skills — personal and psychological traits, cognitive and creative abilities, and social and interpersonal skills. Drawing on an extensive review of entrepreneurship literature, the study highlights that neither business knowledge alone nor personality traits in isolation are sufficient for sustainable success. Rather, it is the deliberate integration of financial acumen, strategic thinking, resilience, creativity, leadership, and networking that enables entrepreneurs to navigate today's fast-changing business environment. The paper further underlines that these talents are not innate gifts but acquired competencies — shaped through education, mentorship, and lived experience. By offering a structured framework of entrepreneurial talents, this contribution aims to guide educators, practitioners, and aspiring entrepreneurs in identifying the most critical areas for growth and long-term performance.

The integration of online and in-store interactions via omnichannel marketing has become standard in retail. While online channels facilitate repeat purchases through convenience, the in-store experience remains a critical driver of customer loyalty. This study investigated the specific elements of the physical shopping experience that foster such loyalty. Although omnichannel models in supermarkets are well-documented, research in the hypermarket context remains limited. To address this gap, qualitative data were collected through one-on-one interviews with customers of a leading South African hypermarket. A thematic analysis of the responses identified key in-store factors motivating repeat purchases. The findings indicate that customer loyalty is primarily driven by two elements: perceived service quality and perceived price fairness. Service quality appeals to customers' emotional motivations, while price fairness aligns with their personal values. Consistency in delivering both emerged as a crucial determinant of long-term loyalty. These findings contribute to retail literature by pinpointing the in-store experience elements that positively influence omnichannel marketing. The study also offers strategic recommendations for retailers seeking to strengthen the link between their in-store efforts and customer loyalty.