… framework of how online customer engagement behavior facilitates information systems
enabled by artificial intelligence, which in turn drives responses, which feed into online …

… research gaps by discussing the extant research in detail (Hao et al., 2019; Kumar et al., 2019).
Thereafter, we propose future research agenda that … of marketing. Specifically, the current …

… This study examines the mediating role of electronic word of … between digital marketing
activities (content marketing and E… Digital marketers should consider content marketing and E-…

… metric for evaluating the success of individual digital marketing campaigns. It is imperative,
therefore, that the measurement of agile marketing reflect a clear understanding of the role of …

… For example, AI can help small and medium-sized retail organizations use algorithms to
customize products for consumers and analyze data on a large scale in digital marketing, so as …

The emergence of omnichannel retailing has revolutionized the way traditional e‐commerce
business operates, subsequently bringing fundamental changes to consumer expectations …

… ) extend the digital echoverse idea to business markets through the investigation of varied
digital marketing channels that are firm and market-driven. Building upon the notion of digital …

… This article analyzes and classifies existing research at the intersection of the CE and the
Internet of Things (IoT), as an enabling technology. While studies on both concepts have …

… concepts to develop a conceptual framework and a research agenda to serve as a starting
point … This article develops an overarching framework and research agenda to investigate the …

… Already, studies are showing the potential opportunities of adopting AI in a wide range of …
digital marketing and healthcare generating considerable academic interest (Juniper Research…