In the last decade, the use of Data Sciences, which facilitate decision-making and extraction
of actionable insights and knowledge from large datasets in the digital marketing …

The COVID-19 pandemic is a serious challenge for societies around the globe as entire
populations have fallen victim to the infectious spread and have taken up social distancing …

This paper investigates what types of Instagram marketing tools are the most effective in
relation to Generation Z's impulse purchasing behaviour within fashion industry in the …

Influencer marketing has emerged as an effective approach for brands to connect with
customers through social media influencers. Although influencer marketing has attracted …

While the literature related to this topic has predominantly focused on investigating the
influence mechanism that social media influencers (SMIs) impose over their followers, less …

Collaborations between influencers and brands have become increasingly popular in recent
years. Previous research has mainly focused on influencer marketing as a commercial …

The paper assesses the ways in which digital transformation in Montenegro influences the
use of digital marketing in business, determining the impact of this concept on promotion …

Purpose The purpose of this study is to investigate the relationships that influence the value
co-creation process and lead to consumer comfort with artificial intelligence (AI) and mobile …

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 …

Despite its significant benefits, remanufactured products have very limited uptake in the
customer market. Although prior research explored the main motivations of consumer …