The extended unified theory of acceptance and use of technology (UTAUT2) is less than ten
years old and has already garnered more than 6000 citations with extensive usage in …

The COVID-19 pandemic has forced many organisations to undergo significant
transformation, rethinking key elements of their business processes and use of technology to …

The use of the internet and social media have changed consumer behavior and the ways in
which companies conduct their business. Social and digital marketing offers significant …

Companies are increasingly relying on social media brand communities to interact with
consumers and achieve business values. Thus, it is essential to understand how companies …

Small and medium enterprises (SMEs) have become a vibrant and dynamic sector of the
world economy. Information technology plays a vital role in improving the productivity and …

The integration of technology in business strategy increases the complexity of marketing
communications and urges the need for advanced marketing performance analytics. Rapid …

Purpose This study aims to propose and test a research model outlining the chain effects of
social media marketing activities (SMMA) on brand equity, encompassing the potential …

Business complexity demands that companies look for alternative ways to ensure their
survival. Thus, one means to generate a competitive position, growth and development is …

Co-production and active participation of the consumers are considered to have enhanced
the value co-creation activities that would ensure business benefits of a firm. The marketing …

The advent of digital technology has significantly transformed human lives and added new
dimensions to our consumption behaviours. Responding to these constant changes in socio …