With the prevalence of social media, a great deal of research has examined consumer engagement in social media brand communities. However, we lack a holistic understanding …
H Masuda, SH Han, J Lee - Technological Forecasting and Social Change, 2022 - Elsevier
Social media influencer marketing has recently received significant attention. Many studies have explored the parasocial relationship (PSR) formation between influencers and …
Fundamental shifts in business-to-business (B2B) buying behavior make digital content marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full …
Using the social psychology theory of elaboration likelihood model (ELM), we present a conceptual model of persuading consumer attitudes through virtual and augmented reality …
B Rizvanović, A Zutshi, A Grilo, T Nodehi - Technological Forecasting and …, 2023 - Elsevier
The contemporary market positions digital marketing as a powerful mediator between efficient digital interaction, data interpretation opportunities, and business growth, while …
Digital technologies have dramatically changed business practices and consumer buying behavior. This study integrates artificial intelligence technology, consumer engagement on …
JR Saura - Journal of Innovation & Knowledge, 2021 - Elsevier
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 …
L Ma, B Sun - International Journal of Research in Marketing, 2020 - Elsevier
Artificial intelligence (AI) agents driven by machine learning algorithms are rapidly transforming the business world, generating heightened interest from researchers. In this …
AS Krishen, YK Dwivedi, N Bindu, KS Kumar - Journal of Business …, 2021 - Elsevier
The widespread adoption of digital technologies and online social networks has revolutionized the way marketers engage with consumers. By deploying various digital …