Business & Marketing Trends (BM) is an international, peer-reviewed journal dedicated to advancing the understanding and practice of business and marketing in a globalized world. The journal serves as a platform for academics, industry professionals, and practitioners to share innovative research, groundbreaking ideas, and transformative strategies that shape the future of business and marketing. By fostering a deeper understanding of the dynamic interplay between theory and practice, Business & Marketing Trends aims to bridge the gap between academia and industry, providing actionable insights for decision-makers worldwide.