Customer engagement (CE) is a marketing concept of great importance and the rise of
social media has further amplified the importance of this concept. Yet, our understanding of …

Influencer marketing has been lauded as one of the most thriving marketing strategies within
the contemporary marketing landscape. Nonetheless, numerous opportunities and …

Data-driven analytics and artificial intelligence (AI) have become the most crucial aspects of
today's industrial marketing management. Although many firms have embraced analytics …

Purpose The first research objective is to understand the role of digital [artificial intelligence
(AI)] technologies on user engagement and conversion that has resulted in high online …

Social media message strategy is critical in determining how customers will engage with
B2B firms on social media platforms. The present study examined the role of message …

Purpose This study aims to develop and test a process model of the effect of social media
use by business-to-business (B2B) salespeople on their value cocreation and …

The nature of inside sales has shifted, increasing in autonomy, importance, and scope.
Moreover, buyers are changing their preferences from face-to-face interactions to virtual …

In business-to-business (B2B) settings, social media provide a novel context for
investigating customer engagement. While B2B firms are increasingly investing in social …

Organizations continue to incorporate social media analytics into their routines to improve
their performance outcomes. However, industrial marketing literature is lagging in that it has …

This study aims to offer novel means for rethinking contemporary business-to-business
(B2B) sales operations and the assumptions that underlie them in the digital era. This …