This contribution reviews the vast scope of digital application areas, which shape the digital
marketing landscape and coin the present term “marketing intelligence” from a marketing …

Visual-based social media are growing exponentially and have become an integrated part
of the customer engagement strategy of many brands. Prior work points to the textual …

As social media has grown, firms have increasingly sought endorsements from social media
influencers rather than traditional celebrity endorsements. Technological advancements in …

Advertising research is a scientific discipline that studies artifacts (eg, various forms of
marketing communication) as well as natural phenomena (eg, consumer behavior) …

In an investigation of social media ad endorsers' successful effects, this study examines
congruity effects between endorser type (celebrity vs. social media influencer [SMI]) …

Deepfakes are real videos with fake content. Leveraging artificial intelligence technologies
to superimpose voices and likenesses, deepfakes can, quite literally, put someone's words …

With advertising practice and research changing significantly in the last decade, it is likely
that the definition of advertising also needs some transformation. Rather than broadening …

Different types of crowdfunding backers adopt various social and economic roles, beyond
just financial support. Yet the most appropriate message strategy for attracting these different …

Online crowdfunding is a popular platform for entrepreneurs to engage consumers by
raising funds for creative projects. The purpose of this research was to conceptualize a …

Social networking sites (SNS) play an increasingly important role in the mix of brands'
marketing communication. A key question for marketing departments, therefore, is how …