This paper analyses how social marketing scholarship engages with the concept of
empowerment and reflects critically on its usage and conceptualisations. Based on a …

Marketing innovation represents a pathway for achieving legitimacy, viability, and growth for
SMEs that typically operate with resource constraints in uncertain and competitive …

Purpose This research offered a systematic and comprehensive literature review in
analysing current studies on employee ecological behaviour (EEB) strategies and settings to …

Economic, environmental, social and digital (r) evolutions have fundamentally transformed
marketing theory and marketing practice. We are confronted with new concepts …

Purpose Over the last five decades, business to business (B2B) marketing has evolved from
a transactional model to a behavioral model. This evolution is a consequence of the rise in …

This study provides a detailed bibliometric analysis of AI in marketing by analyzing 328
existing studies using performance analysis and science mapping. Prominent topics in the …

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 …

Purpose This paper aims at understanding how automotive firms integrate customer
relationship management (CRM) tools and big data analytics (BDA) into their marketing …

This study aims to bring a renewed focus on Value Co-Creation (VCC) between an
organisation (service provider) and its customers in the business-to-business (B2B) context …

While it is clear that business analytics (BA), on average, adds value to firms, it is less clear
why some firms perform better than others in leveraging their data assets. To a large degree …