Since its inception, technology has transformed the way businesses operate and the
consumption of goods and services.(Matarazzo et al. 2021; Sestino et al. 2020). For …

Rapid emergence and widespread adoption of Information and Communications
Technologies (ICTs) and digital and social media is having a significant impact on the way …

The use of analytics data in digital marketing has had a profound impact on the way
marketers create consumer relationships and how firms make decisions. However, the …

Data generation is currently expanding at an astonishing pace, and the function of marketing
is becoming increasingly sophisticated and customized. Companies seek to understand …

To acquire a competitive edge in today's dynamic economic environment, organizations
must alter their digital marketing strategies. This study examines the idea of digital marketing …

In mid-2018, John Hulland approached the two of us, asking us to co-edit a JAMS special
issue around the general theme of “Innovating in the Digital Economy: Leveraging …

During the past quarter-century, digital technologies-based innovations for creating,
communicating, and delivering products of value to customers have significantly risen in …

Over the past 15 years, digital media platforms have revolutionized marketing, offering new
ways to reach, inform, engage, sell to, learn about, and provide service to customers. As a …

This text will be of great interest to students, professors, readers, and entrepreneurs as it
brings forth a pedagogical, framework-driven approach mostly lacking across academic and …

Digital marketing is a growing trend day by day, with internet marketing concepts becoming
a powerful medium for digital marketing and electronic devices such as cell phones, digital …