We need a proper mechanism to manage issues related to our environment, economy, and
society to proceed toward sustainability. Many researchers have worked for sustainable …

Transformative marketing has been heralded as the future of marketing. While the initial
catalyst for transformative marketing was the desire of customers for more meaningful …

Artificial intelligence is similar to human intelligence, and robots in organisations always
perform human tasks. However, AI encounters a variety of biases during its operational …

Many B2B firms have widely accepted AI-based chatbots to provide human-like service
interaction at different customer touchpoints in recent years. One of the objectives behind …

The scope of application of generative artificial intelligence (GAI) in industrial functions is
gaining high prominence in academic and industrial discourses. In this article, we explore …

This study explores the dynamics of influencer marketing in the B2B sector by drawing on
employee advocacy, customer reference marketing and organisational endorsement …

While the strategic use of social media (SM) for enhancing firm performance has attracted
much attention, little is known about it through the lens of business-to-business (B2B) small …

Cognitive computing is ushering in the fourth industrial revolution through its promises of
improved accuracy, scalability and personalisation. Therefore, business-to-business (B2B) …

Social networks have been extensively studied in business-to-consumer (B2C) studies, but
their effects in a business-to-business (B2B) marketing context are under-theorized. The …

The unprecedented impact of COVID-19 on the global economy as well as on the academic
literature. Since early 2020, management researchers have made exceptional efforts to …