Over the last couple of decades, technological advancements have accelerated
exponentially, especially in the realm of online social networking networks. The artificial …

Social media influencers play a significant role in marketing by introducing products to their
followers. We investigate how Instagram influencers impact consumer parasocial interaction …

Purpose–The purpose of this paper is to investigate the effects of ease of use, usefulness,
and enjoyment, and subjective norm regarding the use of mobile phones on US consumers' …

Tracking the customer journey has become more challenging because of the changing
marketing environment. The market is getting bigger and better, with digital markets offering …

In order to sustain business operations during the COVID-19 pandemic, nearly all industries
have to adopt online technology and social media marketing activities (SMMAs). Globally …

This study investigates the indirect effects of consumer fashion involvement, opinion seeking
and online buying experience on online purchasing behaviour of fashion products by …

This paper maps and describes the current and potential relationship between two different
scientific branches of marketing science and computer science. It examines the interaction of …

This paper explores the influence of digital technologies on the consumer decision-making
in retail sector with two online survey-based studies. Study 1 identifies unique attributes of …

This paper describes the current and potential relationship between digital marketing and
artificial intelligence (AI), proposing, at the same time, ways of artificial intelligence (AI) …

Purpose The purpose of this paper is to explore the social media marketing activities of
luxury brands, guided by uses and gratifications theory (UGT). It examines the gratifications …