Understanding the complex relationship between global crude oil market volatility and
monetary uncertainty motivates the study. Understanding crude oil's volatility is crucial …

Purpose Due to the high penetration of social media and mobile devices in the recent
decade, especially with the coronavirus, digital media tools have become a priority for …

Dalam buku" TREN TECHNOPRENEURSHIP: Strategi & Inovasi Pengembangan Bisnis
Kekinian dengan Teknologi Digital", pembaca diarahkan pada perjalanan mendalam dalam …

Marketing practitioners and consultants have widely adopted the concept of customer
journeys for use in analyzing contemporary B2B customer behavior, but despite this …

While there is a growing body of research on influencer marketing, it focuses almost
exclusively on the consumer marketing context, and offers limited insights for business-to …

This paper explores the digitalization of business-to-business (B2B) customer journeys,
which is recognized as a top research priority, but one that has not yet received substantial …

Our study examines the impact of product information presentation on consumers' purchase
intention through information processing (ie, utilitarian and hedonic browsing) in the context …

Fundamental shifts in marketing such as e-commerce and trading platforms make cutting-
edge technologies a strategic priority for business and marketing leaders, although …

Generative artificial intelligence (AI) represents a new generation of AI technologies that
produces new digital content based on user-inserted prompts (De Cremer et al., 2023). Via …

This study demonstrates the importance of content timeliness as a driver of engagement in
business markets. Through an experimental approach, we show that if the customer is …