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

In a digital world, it is becoming increasingly important for marketing researchers and
practitioners to understand how consumers attribute humanlike characteristics and …

Non-fungible tokens (NFTs) have registered tremendous growth in the past year, and their
importance is expected to increase with the expected development of Web3. From a brand …

Smartphones have made it nearly effortless to share images of branded experiences. This
research classifies social media brand imagery and studies user response. Aside from …

Purpose The purpose of this investigation is to scrutinize the unexplored realm concerning
the interplay of hospital brand gestalt on patient satisfaction and revisit intentions …

This paper explores the potential of large language models (LLMs) to substitute for human
participants in market research. Such LLMs can be used to generate text given a prompt. We …

Why do people willingly bestow upon themselves the responsibility to tackle social problems
such as poverty? Consumer research has provided valuable insight into how individuals are …

Despite the substantial economic impact of the restaurant industry, large-scale empirical
research on restaurant survival has been sparse. We investigate whether consumer-posted …

Despite the unprecedented growth in both the volume of unstructured data (UD) and the
associated methodological sophistication, there is a growing managerial need for a …

Even though machine learning (ML) applications are not novel, they have gained popularity
partly due to the advance in computing processing. This study explores the adoption of ML …