Publications

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1.  Butkouskaya, V. (2026). The impact of artificial intelligence (AI) and customer relationship management (CRM) on integrated marketing communications (IMC). Technological Forecasting and Social Change, 232, 124850. https://doi.org/10.1016/j.techfore.2026.124850  (Scopus: Q1 | ABDC: A | ABS (AJG): 3)
2. Shukyurov, K. I., Butkouskaya, V., Azucena, A. P., & Nanda, A. S. (2025). Conceptualisation and measurement of omnichannel customer experience in the retail industry. International Journal of Internet Marketing and Advertising. https://doi.org/10.1504/IJIMA.2025.10072948 (In press; Scopus: Q3 | ABDC: C | ABS (AJG): 1)
3. Kravchenko, N., Butkouskaya, V., Oyner, O., & Nanda, A. (2025). Developing and validating a scale to assess customer experience during the order fulfillment process in the e-commerce context. Management Letters/Cuadernos de Gestión. https://doi.org/10.5295/cdg.252388nk  Download PDF (Scopus: Q2 | ABDC: – | ABS (AJG): -).
4.  Junfeng, W., & Butkouskaya, V. (2025). The Impact of Enterprise Risk Management on Customer Agility and Sustainability Performance Relationships in Tourism. Journal of China Tourism Research, 1–23. https://doi.org/10.1080/19388160.2025.2534057 (Scopus Q1 (SJR 0.558) | ABDC: B | ABS (AJG): 1)
5. Junfeng, W., & Butkouskaya, V. (2025). Technology orientation, customer agility, customer performance: the moderating role of firm size in the Chinese tourism context. Asia Pacific Journal of Tourism Research, 30(4), 463–478. https://doi.org/10.1080/10941665.2025.2454248 (Scopus Q1 (SJR 0.885) | ABDC: A | ABS (AJG): 1)
6. Kazakov, S., Cuesta-Valiño, P., Butkouskaya, V., & Muravsky, D. (2025). Improving guest satisfaction by identifying hotel service micro-elements failures through Deep Learning of online reviews. Cuadernos de Gestión, 25(1), 71-88. https://doi.org/10.5295/cdg.242191sk  Download PDF (Scopus Q2 , Web of Science (ESCI) (SJR 0.419)
7. Junfeng, W., & Butkouskaya, V. (2025). The nexus of customer agility and sustainability performance across tourism firms of various sizes. Tourism Recreation Research, 50(6), 1529–1541. https://doi.org/10.1080/02508281.2024.2424627   PDF upon request (Scopus Q1 (SJR 1.036 ) | ABS 2; A; )
8. Butkouskaya, V. (2025). The Role of University Economic Incentives and Technology Development in Tourism Students’ Entrepreneurial Intention. Journal of Hospitality and Tourism Education, 37(4), 438–449. https://doi.org/10.1080/10963758.2024.2390108 Scopus Q2 | ABDC: B | ABS (AJG): 1.
9. Butkouskaya, V., & Llonch-Andreu, J. (2024). Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: A comparison between developed and developing economies. European Research on Management and Business Economics, 30(3),  100260. https://doi.org/10.1016/j.iedeen.2024.100260  Download PDF  (Scopus Q1 Cite Score 11.7; WoS Impact factor 7.1; SJR 1. 3 | ABDC: A | ABS (AJG): N/A)
10. Wang, J. & Butkouskaya, V. (2023). Sustainable marketing activities, event image, perceived value and tourists’ behavioral intentions in the sports tourism. Journal of Economics, Finance and Administrative Science, 28(55), 60-78. https://doi.org/10.1108/JEFAS-09-2022-0219  Download PDF (A; Scopus Q1 (SJR) | ABDC: N/A | ABS (AJG): 1)
11. Butkouskaya, V., Oyner, O. & Kazakov, S. (2023). The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction. Journal of Economics, Finance and Administrative Science, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JEFAS-09-2022-0237   Download PDF (A; Scopus Q1 (SJR) | ABDC: N/A | ABS (AJG): 1)
12. Butkouskaya, V., & Llonch-Andreu, J. (2021). The impact of customer performance on IMC outcomes: firm size moderation in the inter-country context. Journal of Economics, Finance and Administrative Science, 26(52), 358-375. DOI: https://doi.org/10.1108/JEFAS-10-2021-0207 Download PDF (A; Scopus Q1 (SJR) | ABDC: B | ABS (AJG): 1.)
13. Butkouskaya, V., Llonch-Andreu, J., & Alarcón-del-Amo, M.D.C. (2020). Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context. Sustainability, 12(17), 7159. DOI: https://doi.org/10.3390/su12177159  Download PDF (A, Scopus Q2 (SJR))
14. Butkouskaya, V., Romagosa, F., & Noguera, M. (2020). Obstacles to Sustainable Entrepreneurship Amongst Tourism Students: A Gender Comparison. Sustainability, 12(5), 1-15. DOI: https://doi.org/10.3390/su12051812  Download PDF (A, Scopus Q2 (SJR))
15. Butkouskaya, V., Llonch-Andreu, J., & Alarcón-del-Amo, M. D. C. (2021). Inter-country customer-perspective analysis of strategic antecedents and consequences for post-purchase behaviour in Integrated Marketing Communications (IMC). Journal of International Consumer Marketing, 33(1), 68-83. DOI: https://doi.org/10.1080/08961530.2020.1731901  Download PDF (B; Scopus Q2 (SJR) | ABDC: B | ABS (AJG): 1)
16. Butkouskaya, V., Llonch-Andreu, J., & Alarcón-Del-Amo, M. D. C. (2021). Strategic antecedents and organisational consequences of IMC in different economy types. Journal of Marketing Communications, 27(2), 115-136. DOI: 10.1080/13527266.2019.1633551  Download PDF (A, Scopus Q2 (SJR)|ABDC: B | ABS (AJG): 1)

Published Conference papers

• Butkouskaya, V., Llonch Andreu, J., & Alarcón del Amo, M. D. C. (2017). IMC customer-based perception: Strategic antecedents and consequences on post-purchase customer behaviour. In XXIX Congreso de Marketing AEMARK (2017), p 277-296. ESIC.
• Butkouskaya V. and Glubokiy S. (2011). Web-Office As A Tool Of The Information Flows Management For The Enterprise. Abstracts of the XIV Republican scientific conference of students and graduate students “New mathematical methods and computer “. Skaryna Government State University (GSU), Gomel, Belarus
• Butkouskaya V. and Glubokiy S. (2010). Comparative Evaluation of the SEO Effectiveness as Compared with Other Types of Promotion on the Internet.  Stable growth of the national economy: innovation and competitiveness: Materials II International scientific and practical conference. Belarusian State Economic University (BSEU), Minsk, Belarus
• Butkouskaya V. and Glubokiy S. (2010). Classification of the Internet Marketing Means.  National Interagency collection of scientific papers “Engineering”, vol. 26. Minsk
• Butkouskaya V. and Lavrenova O. (2009). Conditions For The Successful Application Of The Web-Site For Managing  Business on The Internet.  Materials of XVI International conference of students and young scientists “Lomonosov”. Lomonosov Moscow State University, Russia
• Butkouskaya V. and Lavrenova O. (2009). The Classification of the Internet Marketing Means And Evaluation Of Their Efficiency. Materials of IX International conference of students, “Research and development in the field of mechanical engineering, power and control”. Gomel, Belarus
• Butkouskaya V. and Lavrenova O. (2008). The Web-Site and the Features of its Life Cycle.  National Interagency collection of scientific papers “Engineering”, vol. 24, Minsk, 2008
• Butkouskaya V. and Lavrenova O. (2008). The Investigation of the Effective Use of the Web-Site from the Perspective of its Life Cycle. Materials from VIII International Interuniversity Scientific Conference “Research and Development in the field of mechanical engineering, power and control”. Gomel, Belarus
• Butkouskaya V. and Lavrenova O. (2008). The Research of the Web-Site Life Cycle. Abstracts of the XI Republican scientific conference of students “New mathematical methods and computer technology ”. Skaryna Government State University (GSU), Gomel, Belarus
• Butkouskaya V. and Lavrenova O. (2008). Costs and Revenues on the Site Life Cycle. Materials of VIII International conference of students “Research and development in the field of mechanical engineering, power and control”. Gomel, Belarus

Publications in Practical Journals

• Butkouskaya V. (2014). Case study “The Use of E-mailing”. Journal “Marketing: ideas and technologies.” № 01
• Butkouskaya V. (2013). Online Assistant as a Tool to Enhance Customer Loyalty. Journal “Marketing: ideas and technologies”, № 09
• Butkouskaya V. (2011). Keep Up with the Trends. Results of E-Commerce Internet Business Conference. Journal “Marketing: ideas and technologies.”, № 10.
• Butkouskaya V. (2011). Search Engine Optimization. Finances, Calculation, Audit. Journal “Marketing: ideas and technologies”, № 07
• Butkouskaya V. (2010). On the Intricacies of SEO-Promotion in Texts. Journal “Marketing: ideas and technologies”, № 07
• Butkouskaya V. (2010). SEO-PR in Belarus: Past Experience And Prospects. Journal “Marketing: ideas and technologies, № 02
• Butkouskaya V. (2010). Opportunities for the Advertising Campaigns Using Yandex.Direct. Journal “Marketing: ideas and technologies”, № 01