… We contribute to marketing research by providing theoretical, contextual and … a research
agenda related to retailer and consumer perspectives. Additionally, we identify research issues …

In the past decade, current literature and businesses have drawn attention to Artificial
Intelligence (AI) tools and in particular to the advances in machine learning techniques. …

… The present study intends to determine the digital marketing … study entails technological
relative advantages and competitive pressure to influence the adoption of digital marketing…

Emotions have a compelling and strong effect on individuals actions and behaviours. They
are elicited in consumers during the decision‐making process through brand‐related stimuli. …

… [11] presented a study plan that emphasizes how marketing techniques and consumer
behavior will evolve in the future and critical policy problems about privacy, prejudice, and ethics. …

… These demographic changes in media consumption enforces companies to adjust their
digital marketing capabilities and strategies to acquire new customers and brand adopters …

… on 283 studies to inductively develop a framework of digital transformation based on eight
building blocks. The author further presented a research agenda to … on digital transformation. …

… 2019; Paul et al., 2021; Terjesen et al., 2013), we highlight research gaps and propose future
research agenda by applying TCCM framework. Thus, we propose our road map for further …

… Second, we advance research in this area by developing a framework that synthesizes …
agenda for future research. We start by describing the methodology adopted in this study. …

… Research agenda This section proposes a research agenda that flows logically from the
literature review and theory-building analysis. We build the research agenda at the intersection …