We present an integrative review of existing marketing research on mobile apps, clarifying
and expanding what is known around how apps shape customer experiences and value …

The purpose of this research is to review the extant literature on mobile advertising
systematically and to carry out a comprehensive analysis of research in this emerging field …

This study investigates the approach required to achieve competitive advantages in the
digital supply chain. Moreover, the study examines how digital transformation of companies …

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 …

The growing use of mobile technologies is spawning firms' adoption of mobile relationship-
building techniques, including via mobile apps. However, despite the rapid rise of these …

Purpose Digitalization denotes an on-going transformation of great importance for the retail
sector. The purpose of this paper is to analyse the phenomenon of the digitalization of …

The goal of this research is to segment Generation Y female online shoppers according to
their psychographic, demographic, and behavioral characteristics. Data were collected from …

Augmented reality has emerged as a new interactive technology and its unprecedented way
of complementing the physical environment with virtual annotations offers innovative modes …

In recent years, there has been an upsurge in the number of mini-games on mobile
commerce platforms. The emerging gamification phenomenon of e-commerce still requires …

Smartphones are changing the way consumers shop, even in brick-and-mortar settings. This
study explores consumers' adoption of proximity mobile payment technology (pm-payment) …