درخت حوزه‌های تخصصی

Background: The airline industry is highly competitive and service-oriented, making it particularly vulnerable to customer dissatisfaction and brand hate. Brand hate, defined as intense negative emotions toward a brand, can lead to consumer retaliation, boycotts, and long-term reputational damage in airline context.Aims: This study explores effective strategies for managing brand hate in the airline industry.Methodology: Using a dual-method qualitative approach, we conduct (1) a netnographic analysis from the consumer perspective and (2) five semi-structured interviews with airline managers, analyzed using Lexico 3.Findings: Our findings identify five key strategies for mitigating brand hate. Consistent with prior literature, we confirm that management processes and brand recovery are valuable for addressing short-term customer complaints. Additionally, we propose novel long-term strategies, including benchmarking and competitive intelligence, workplace control, and enhanced security measures. In fact, by integrating insights from both customers and brands, this research deepens the understanding of hate management and highlights the severe repercussions of consumer attrition for airline companies.Conclusions: Our study emphasizes the need for proactive interventions and equips managers with actionable strategies to reduce brand hate, repair customer relationships in digital environments, and enrich the literature on crisis management and relationship between consumer and brand.

Background: The conceptualization of Moroccan cyberspace is intrinsically linked to the country's international and regional dynamics, in particular those of its African and Mediterranean neighborhood.Methodology: we have mobilized quantitative techniques and potential comparative analysis to address our crucial research questions around the strengths and weaknesses within Morocco's national cyber strategy by analyzing and comparing them with other international experiences, and finally recommending best practices to maintain the regional leadership position.Discussion: Although Morocco has acquired considerable expertise in comparison with this environment, regarding proven mechanisms of cyber stability, and the institutionalization and organization of national cyber security. However, one of the main obstacles lies in the centralization of these practices by the State, as well as in the sectorial and selective approach chosen by Moroccan policymakers to secure the national cyber space. This strategy, contrary to the country's principles of openness, was developed on the basis of the arguments, based on the priorities and strategic challenges specific to each sector.Aims: We open up our local experience to comparison with other known global experiences in the field of national cybersecurity, to decipher the strengths and weaknesses of national digital strategies and to fill the gaps causing the weakening of our replicating processes.Conclusion: The question is whether a simple reform of the central state's public policies on national cybersecurity is effective or, on the contrary, the situation requires a drastic and broader intervention, materialized by major investments and structural reforms in entire development strategies.

Background: As companies are increasingly committed to sustainability practices in all their activities, they also have the increasing opportunity to communicate it to strengthen the brand through various means. One of them is undoubtedly represented by social media.Aims: This paper examines the communication of fashion sustainability through social media, and in particular its visual dimension, by undertaking a content analysis of over 600 Instagram photos of two Tunisian brands that are visibly exposed on the sustainability front.Methodology: Statistical analysis of this communication based on image, caption and hashtag is used to provide interesting insights into the elements that underlie effective online sustainability communication and, more specifically, on visual social media. Three theories are used to explain this topic namely Speech Act Theory, Color Theory, and Technology for Environmental Action Model (TPAM). Nine themes related to sustainability and fashion were extracted from the images of two sustainable brands “Shab Kids”, “Triiiza” and “Tommy Hilfiger” accompanied by their captions and hashtags.Finding: Our findings contribute significantly to understanding the elements used in visual communication of sustainable fashion brands on social media. For brand-generated content, we selected two eco-responsible Tunisian brands elected by “ileycom” (online marketplace) that declare themselves sustainable and are known in the fashion industry and among consumers for their orientation towards sustainable practices. Sustainable brands engage consumers in a conversation about sustainability, which can strengthen brand identity and create an emotional connection with the audience.Conclusion: It is essential for brands to communicate sustainability while taking full advantage of social media platforms like Instagram. Our study analyzed various communication elements on Instagram such as single image, multiple images, hashtags, and captions.

Background: The world is rapidly becoming more intelligent, and AI is penetrating many fields, including international affairs. Based on this, we will soon witness the emergence of a new generation of embassies, namely AI embassies.Aims: This article answers the main question: "What are the prerequisites and requirements for using AI in embassies?"Methodology: This research, conducted using a qualitative approach and socio-technical theory, examines changes around embassies and operational experiences in this area and concludes that ambassadors need to align with modern developments to succeed in their diplomatic missions.Findings: The research findings indicate that a comprehensive and accurate understanding of the developments in the host country and benefiting from AI suggestions for developing relations with the government and people of the host country are among the advantages of AI embassies. Security issues and the need for skilled human resources are some of the challenges of AI embassies. Finally, the main achievement of this article is to provide an operational framework for the responsible use of AI in embassies.Conclusion: Designing and implementing an artificial intelligence strategy, ensuring data quality and security, empowering embassy staff, and continuous monitoring and evaluation are the most critical components of this proposed framework.