An increasing amount of research on Intelligent Systems/Artificial Intelligence (AI) in
marketing has shown that AI is capable of mimicking humans and performing activities in an …

Every aspect of human activities has been influenced by social media, but how this influence
is affecting individual decision making in different context had not been studied yet. This …

Social networking in the form of online communities and social groups is a characteristic of
social media communication that has profound implications on the identity dynamics and …

Sharing of fake news on social media platforms is a global concern, with research offering
little insight into the motives behind such sharing. This study adopts a mixed-method …

In today's world, social media is playing an indispensable role on the learning behavior of
university students to achieve sustainable education. The impact of social media on …

The rise of social media has led to changes in how entrepreneurs carry out their day-to-day
activities. Studies on social media and entrepreneurship are relatively new and fragmented …

Drawing from niche theory and the uses and gratifications approach, this study explores the
gratification niches of TikTok as a new social media app. As a first step, we developed a …

Gamification is increasingly used as an essential part of today's services, software and
systems to engage and motivate users, as well as to spark further behaviors. A core …

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 …

Using a six-dimension uses and gratifications (U&G) framework, we explore how social
media use motivations drive consumers' online brand-related activities (COBRAs …