The new business challenges in the B2B sector are determined by connected ecosystems,
where data-driven decision making is crucial for successful strategies. At the same time, the …

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 …

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 …

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 …

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 …

Artificial intelligence (AI) agents driven by machine learning algorithms are rapidly
transforming the business world, generating heightened interest from researchers. In this …

The widespread adoption of digital technologies and online social networks has
revolutionized the way marketers engage with consumers. By deploying various digital …