Disruptive technologies such as the internet of things, big data analytics, blockchain, and
artificial intelligence have changed the ways businesses operate. Of all the disruptive …

Digitization blurs the lines between technology and management, facilitating new business
models built upon the concepts, methods and tools of the digital environment. The purpose …

The authors develop a three-stage framework for strategic marketing planning, incorporating
multiple artificial intelligence (AI) benefits: mechanical AI for automating repetitive marketing …

Artificial intelligence (AI) has captured substantial interest from a wide array of marketing
scholars in recent years. Our research contributes to this emerging domain by examining AI …

A theory-first paradigm tends to be the dominant approach in much academic marketing
research. In this approach, a theory is borrowed, refined, or developed and then tested …

The metaverse as a hyper-connected digital cosmos, holds great potential for reshaping the
future of business and consumer interactions in a world where different virtual realities blend …

The marketing mix (MM) is an integral part of a firm's marketing strategy sitting at the nexus
between a company and the marketplace. As such, it evolves together with the marketplace …

Loyalty programs (LPs) are an important marketing instrument used to promote repeat
purchases and customer relationships. Although numerous studies have shed light on the …

Symbols are powerful in branding and marketing to represent tourist attractions. By bridging
semiotics, marketing, and data science in the tourism context, this study uncovers the …

In today's digitalized world, technologies such as the Internet of Things (IoT) and smart
connected objects (SCOs) are moving to the forefront and have given rise to fundamental …