COMMUNICATING THROUGH TOUCH IN MANAGEMENT AND MARKETING

Ramira Acia, Liliana Mirianici, Alina Dragoescu, Iasmina Iosim

Abstract


Body language and nonverbal communication in management and marketing have been studied extensively. However, the role of touch in business and negotiation has scarcely been tackled in literature. This study focuses on touch and touching, haptics, and haptic / tactile / touch communication in an attempt to assess its role in management and marketing communication. The study reviews the definitions of touch and haptics from a communicative perspective, the classification of forms of touch, and the variables of touching behaviour (age, cultural background, gender, status). A sub-chapter is dedicated to research on the role of touching in management and marketing.


Keywords


touch; communication; haptics; management; marketing

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Copyright (c) 2024 Ramira Acia, Liliana Mirianici, Alina Dragoescu, Anka Pascariu, Iasmina Iosim

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LUCRĂRI ȘTIINȚIFICE MANAGEMENT AGRICOL

ISSN print 1453-1410
ISSN online 2069-2307
(former ISSN 1453-1410, E-ISSN 2069-2307)

PUBLISHER: AGROPRINT Timisoara, Romania
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