In the last decade, the use of Data Sciences, which facilitate decision-making and extraction
of actionable insights and knowledge from large datasets in the digital marketing …

This paper explores data-driven marketing, its benefits, and challenges to provide insights
and a framework for business leaders and marketers to leverage in their marketing efforts …

Big data technologies and analytics enable new digital services and are often associated
with superior performance. However, firms investing in big data often fail to attain those …

As new applications of artificial intelligence continue to emerge, there is an increasing
interest to explore how this type of technology can improve automated service interactions …

Internet usage continues to explode across the world with digital becoming an increasingly
important source of competitive advantage in both B2C and B2B marketing. A great deal of …

In my interactions within the academic community, I am often posed with the following
question: What are some of the topics we should be thinking about so that we can contribute …

Purpose–Given the dramatic technology‐led changes that continue to take place in the
marketplace, researchers and practitioners alike are keen to understand the emergence and …

Abstract Service is a key context for the application of IT, as IT digitizes information
interactions in service and facilitates value creation, thereby contributing to service …

A critical issue for marketing managers is how best to orchestrate branded social media
consumption experiences via mobile applications. This is important because in a mobile first …

Purpose The purpose of this conceptual paper is to delve into the implications of blockchain
technology adoption for brands and consumers. Drawing on the existing branding literature …