Shifting towards a more data-driven culture is a key antecedent of business success in
today's digital era. Previous research has paid attention to exploring the influence of …

This research investigates the consumer purchase intention of products with geographic
indications (GIs) based on a sample of 351 valid responses in three representative regions …

Studies on social media use and effectiveness in large firms abound in the literature.
However, social media usage for relationship marketing in small and medium enterprises is …

Although various studies have addressed customer citizenship behaviors and customer
brand engagement, the effect of tourists' pandemic-related destination brand reputation …

Purpose Despite the increasing numbers of research studies about social media business,
the concept of social media agility is still an emerging topic that has been understudied …

The traditional B2B model can't meet the firm's marketing and customer relationship
management demands in the digital environment, and B2B and B2C separately is …

Purpose This study aims to contribute to the social media agility literature by examining the
impact of perceived social media agility on customer purchases. More specifically, this study …

Purpose In an effort to evaluate if and how emojis might boost customer engagement in
email marketing, the current research aims to analyzes emojis' effects and investigates how …

Purpose The purpose of this study is to examine the underlying mechanisms of exploitative
innovation and exploratory innovation between social media usage and organizational …

Purpose This study, which is based on the extended hierarchy of effects (HOE) model, aims
to examine whether social media interactions with one or more luxury brands can affect …