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European Business & Management

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2025, Volume 11
1. Issue 2, Apr.
2. Issue 1, Feb.
2024, Volume 10
2023, Volume 9
2022, Volume 8
2021, Volume 7
2020, Volume 6
2019, Volume 5
2018, Volume 4
2017, Volume 3
2016, Volume 2
1. Issue 2, Nov.
2. Issue 1, Sep.
2015, Volume 1
1. Issue 2, Jul.
2. Issue 1, May

Volume 11, Issue 2, April 2025

Case Report
Marketing Mix of Wellness and Beauty E-Commerce: A Case Study of Nykaa

Anupama Sahay^*, Vijayata

Issue: Volume 11, Issue 2, April 2025

Pages: 30-39

Received: 5 February 2025

Accepted: 22 February 2025

Published: 13 March 2025

DOI: 10.11648/j.ebm.20251102.11

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Abstract: Marketing mix is a set of tools used by the company to peruse its marketing objective. The marketing mix is vivid visualization of many interesting phenomena which have not been fully understood as yet. The marketing mix has stood the test of time and still holds value in the marketing world due to its strong foundations principles (despite the rap... Show More

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Research Article
Willingness of Users to Accept AI Content Creation

Michal Kubovics^*

Issue: Volume 11, Issue 2, April 2025

Pages: 40-47

Received: 8 April 2025

Accepted: 8 May 2025

Published: 26 June 2025

DOI: 10.11648/j.ebm.20251102.12

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Abstract: This study investigates the impact of perceived content quality and frequency of interaction with AI-generated materials on users' willingness to accept such automated content without additional human editing. Given the expanding role of artificial intelligence in digital communications, exploring user acceptance of AI-produced content is increasin... Show More

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