Brands increasingly take advantage of social media connectivity to foster organic consumer interactions and deliver personalised customer service in real-time. This leads to rising demand of instant gratification, as consumers expect brands to respond and offer support timely and conveniently. Real-time service has taken personalisation of service beyond merely providing relevant content to targeted consumers. Instant gratification or 'time' factor is of paramount importance to gain real-time engagement with highly-informed and connected consumers, and ultimately to achieve brands digital competitiveness. This exploratory study identifies how brands in tourism and hospitality utilise social media and digital technology to enhance consumer experience in real-time. Data collection was employed in three research phases. Firstly, online content analysis of real-time interaction between brands and consumers. Secondly, an in-depth case study of the Marriott MLive and finally, additional multiple case studies of four best-practice brands. The findings suggest that the integration of real-time consumer intelligence, dynamic big data mining, artificial intelligence, and contextualisation can inform service offerings to empower co-creation and enhance competitiveness for tourism and hospitality organisations.

Real-time service has gained higher importance as part of the digital competitiveness of brands. This has followed the establishment of social media as an engagement mechanism that supports consumer experience by bridging consumer expectations and brand performance in real time. The ubiquity of social media's constant connectivity has led to the increasing demand of instant gratification. Consumers not only demand brands to provide a personalised response, but also expect them to reply instantly 'now'. This exploratory research aims to identify how brands leverage social media and technology to enhance consumer experience in real-time. Data collection was conducted in two research stages. First an in-depth case study of Marriott M Live and then multiple case studies of four best-practice companies. Real-time data monitoring and engagement can support organisations to eliminate problems before they escalate, enhance customer experience and also take advantage of upselling opportunities. This study concludes with a real-time service competitive advantage conceptual framework. The findings suggest that the integration of real-time listening and monitoring in conjunction with highly contextual delivery become crucial tools for enhancing brands competitiveness.

The decision process that supports individual entrepreneurial conduct remains a fascinating problem. Besides, the current situation shows that many Indonesian universities have begun to include entrepreneurship as a required subject for their students. This study aimed to develop an entrepreneurial model to explain the formation of entrepreneurial behavior, focusing on students' roles of creativity, passion, alertness, and entrepreneurial intention. The sample consists of 411 final-year bachelor's students from Indonesian universities. The collected data was analyzed using General Structured Component Analysis (GSCA), and the results showed that all hypotheses could be adopted according to the data processing results. As for the core of entrepreneurship, entrepreneurial intention becomes a substantial predictor of entrepreneurial behavior. The findings of this study can undoubtedly contribute to the validation of earlier research findings. However, the few numbers of sample size and self-reported data might limit the generalizability of this study’s results.

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