The main objective of this study is to review the present marketing mix applies particularly to
the marketing. This study provides an idea to the marketers and can be used as tools to …

This work offers a multidisciplinary perspective on the Metaverse, focusing on its potential
implications for consumer behavior. We begin by proposing a conceptualization of the …

This paper presents a literature review of, and classification scheme for, Internet marketing
(IM) research. The review covers 270 journal articles published between 1987 and 2000 in …

Live streaming services (eg, Facebook Live), whereby video is broadcast in real time, have
been adopted by many small individual sellers as a direct selling tool. Drawing on literature …

Whilst M-commerce is having a major influence in the way businesses and consumers
interact, mobile shopping service quality (MS-SQ) has been understudied in the literature …

Digital marketing innovation plays an important role in a company's performance. Since this
concept is quite new, there are not many empirical studies on the impact of marketing …

Live-stream shopping has witnessed a leap in development since the coronavirus disease
2019 outbreak. However, research exploring the determinants of live-stream customer …

Recent advances in the field of technology have led to the emergence of innovative
technological smart solutions providing unprecedented opportunities for application in the …

The paper assesses the current standing of the 4Ps Marketing Mix framework as the
dominant marketing management paradigm and identifies market developments …

This paper demonstrates that the accessibility market is not homogenous, but it entails
different sub-segments with distinct needs and requirements. Ultimately each person is …