Digital marketing communication, that is, communication through digital or electronic media
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …

Mobile advertising allows retailers, service providers, and manufacturers to provide
consumers with increasingly relevant offers. The success of such campaigns depends on an …

Purpose This study aims to empirically analyze the effects of marketing communications,
such as advertisement/promotion and social network service (SNS) content, on consumer …

We discuss consumer engagement with a website, provide a systematic approach to
examining the types of engagement produced by specific experiences, and show that …

Mobile marketing, which involves two-or multi-way communication and promotion of an offer
between a firm and its customers using the mobile, a term that refers to the mobile medium …

Mobile marketing refers to the two-or multi-way communication and promotion of an offer
between a firm and its customers using a mobile medium, device, or technology. We present …

In the early part of the 21st century, the media landscape has been dramatically affected by
the introduction of new, largely digital media. This increase in the number of media has been …

We propose a model linking consumer characteristics (consumer susceptibility to
interpersonal influence and Internet shopping experience), attitude toward online reviews …

Communication and promotion decisions are a fundamental part of retailer customer
experience management strategy. In this review paper, we address two key questions from a …

Firms are increasingly using the mobile media for communication and promotion and Short
Message Service (SMS), in particular. This study investigates consumers' intentions to …