Purpose Artificial intelligence (AI) is transforming consumers' experiences and how firms
identify, create, nurture and manage interactive marketing relationships. However, most …

The evolution of digital platforms has transformed the way businesses operate. Digital
platforms have become popular and common in Business-to-Business (B2B) markets …

Purpose Public perceptions of the authenticity of social media influencers (SMIs) are a key
driver of the latter's persuasiveness as brand endorsers. Despite its importance, no …

Purpose The purpose of this study is to investigate the relationships that influence the value
co-creation process and lead to consumer comfort with artificial intelligence (AI) and mobile …

Purpose In spite of the increasing organic and interactive marketing activities over social
media, a general understanding of the source credibility of voluntary user-generated content …

Purpose This study explores central questions related to the connections between brand
interactivity and involvement on brand-related outcomes (brand trust and loyalty) through …

Purpose Brands are investing heavily in content marketing within digital communication
channels, yet there is limited understanding of the effectiveness of this content on consumer …

Purpose Facilitated by image retouch tools, social media influencers can digitally enhance
their self-image in product recommendation posts. This paper proposes that image …

Purpose This study aims to investigate the relationship between Internet celebrity
characteristics and the follower's impulse purchase behavior in YouTuber. Attachment and …

This study compares differences in market mavenism between two generations: the young
adult portion of Gen Z, born from approximately 1997 through 2012, to their Gen X parents …