Vol. 2, No. 1 (2026) | Oxton Science Journal

Open access

ARTIFICIAL INTELLIGENCE IN MARKETING AND CONSUMER RELATIONSHIPS: PERSONALIZATION, CUSTOMER EXPERIENCE AND LOYALTY IN AN INTEGRATIVE REVIEW

Bruna Cristina Moreira, Stephani Cruz Viana, Giovanna Sayuri Nakayama, Raffael Henrique Vaz Tossini, Prof. Me. Eder Freitas

Nov 10, 2026 p. 1-10 5 ORI:10001/2026.0008

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BRAND DYNAMICS AND CONSUMER TRENDS IN THE COSMETICS MARKET: FROM THE MARKETING MIX TO COHERENCE BETWEEN PROMISE AND DELIVERY

Ana Livia da Silva Bastos, Camila Graziele Olivo Moura, Donovan Cauet Santos, Karen Karolyna Pereira Souza, Steffanny Geidiane Maciel Gomes, Prof. Me. Eder Freitas

Nov 10, 2026 p. 11-19 5 ORI:10001/2026.0009

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DIGITAL MARKETING IN TOURISM: COMMUNICATION CHANNELS, CONSUMER JOURNEY AND DEMAND SEASONALITY

Wagner Zanon, Vitor Machado de Paiva, Prof. Me. Eder Freitas

Nov 10, 2026 p. 20-32 2 ORI:10001/2026.0006

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GENERATION Z AND CONSUMER BEHAVIOR: BRAND IDENTIFICATION, PERCEIVED AUTHENTICITY AND PURCHASE INTENTION

Geovanna Neres Andrade, Larissa Rodrigues Vera, Nicole Hellen Souza Oliveira, Rafaela Gabrielle Fernandes Silvestre, Rafaela Sanches Bizutti, Prof. Me. Eder Freitas

Nov 10, 2026 p. 33-47 3 ORI:10001/2026.0010

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IMPULSE BUYING ON TIKTOK SHOP: EVIDENCE ON SOCIAL INFLUENCE, COMMERCIAL STIMULI AND CONVENIENCE IN SHORT VIDEOS AND LIVE STREAMING

Caio Nazario Fozatti, Felipe Domingos Feliciano, Ingrid Alexandra Bueno, Laila Oliveira, Lorena Sayuri Miranda, Marina Cerejo Pongeluppi, Rafael Carmo, Prof. Me. Eder Freitas

Nov 10, 2026 p. 48-61 3 ORI:10001/2026.0004

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INFLUENCER MARKETING ON TIKTOK: CREATOR CREDIBILITY, CONTENT VALUE, ATTITUDE AND PURCHASE INTENTION IN AN INTEGRATIVE REVIEW

Mayara Souza de Oliveira, Sophia Oliveira Nunes, Thaís Gabrielle Yanez, Prof. Me. Eder Freitas

Nov 10, 2026 p. 62-71 1 ORI:10001/2026.0003

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MARKET INTELLIGENCE AND STRATEGIC DECISION-MAKING: RELATIONSHIPS WITH DECISION QUALITY, ORGANIZATIONAL RESPONSIVENESS AND COMPETITIVENESS: AN INTEGRATIVE REVIEW

Gabriela Oliveira Lopes, Karen Ruth Gomes de O. Martinez, Murilo Aureliano Santana, Ramon Pablo Oliveira Gallieco, Rodrigo Moraes B. Canete, Vinicius Cesar Amaral, Prof. Me. Eder Freitas

Nov 10, 2026 p. 72-82 2 ORI:10001/2026.0005

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MARKETING CAPABILITIES AND PERFORMANCE IN FASHION RETAIL: RELATIONSHIPS WITH BRAND VISIBILITY AND CUSTOMER LOYALTY

Carolina Hernandes Gomes, Eliabe Dias Mendes de Oliveira, Lívia Casavelha Lovato, Lucas Gustavo Rubio Sabino, Vanessa Batista de Souza Pereira, Prof. Me. Eder Freitas

Nov 10, 2026 p. 83-92 1 ORI:10001/2026.0007

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RELATIONSHIP MARKETING AND CUSTOMER RETENTION: THE ROLE OF SATISFACTION AND TRUST IN THE RELATIONSHIP WITH THE BRAND IN AN INTEGRATIVE REVIEW

Carolina Ferreira Correa, Ingredy Costa Pagotto, Raynne Beatriz Oliveira, Rayssa Pelayo, Prof. Me. Eder Freitas

Nov 10, 2026 p. 93-101 8 ORI:10001/2026.0011

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SOCIAL MEDIA AND PURCHASE DECISION: RELATIONSHIPS AMONG BRAND CONTENT, DIGITAL INFLUENCERS AND ONLINE REVIEWS IN AN INTEGRATIVE REVIEW WITH AN EVIDENCE MAP

Izabela Neves de Melo, Mariana Azevedo Magerski, Prof. Me. Eder Freitas

Nov 10, 2026 p. 102-109 2 ORI:10001/2026.0002

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Review Articles