Social media are increasingly becoming a valuable tool for Business-to-Business (B2B)
organizations. However, social media research in B2B lacks a comprehensive overview …

Social media plays an important part in the digital transformation of businesses. This
research provides a comprehensive analysis of the use of social media by business-to …

Social media and its impact on business-to-business marketing have received significant
attention from practitioners and researchers. Social media has also impacted the selling …

Purpose The purpose of this paper is to systematically review existing research on
organizational change capabilities (OCC), which remains fragmented. This study aims to fill …

Purpose The majority of business-to-business companies are working on their digital
transformation in sales. Despite enormous transformation efforts, the expected productivity …

Although various critical elements, such as media publicity, word of mouth, legislation, and
environmental factors, are not under the control of a company, they play a significant role in …

Purpose This paper aims to provide a multidisciplinary framework that allows an integrated
understanding of reasons of success or failure in equity crowdfunding (ECF), a Fintech …

Purpose Big data analytics (BDA) is becoming a strategic tool to harness data to achieve
business efficiencies. While business-to-customer organizations have adopted BDA, its …

Renewed interest in gender-sensitive studies focussing on fashion brands marketing
communications across diverse cultures and generational cohorts of consumers has …

Purpose Despite its potential as a new source of competitive advantage, the performance
implications of social media (SM) marketing (SMM) are not well understood. This study aims …