In recent years, influencer marketing has gained significant prominence within the digital
marketing landscape, particularly on platforms such as TikTok. This study seeks to …

Purpose This study aims to empirically investigate the relationship between artificial
intelligence (AI) in marketing (AIM) and business performance from the resource-based view …

With the rise in popularity and use of fitness apps, more research is needed to learn more
about how people use the apps so that they keep using them. Stimulus-Organism-Behaviour …

Augmented reality (AR) overcomes one of the main limitations of e-commerce, such as the
prepurchase trial. The consumer can virtually see how a product is integrated into the real …

Artificial intelligence and its societal and ethical implications are complicated and
conflictingly interpreted. Surveillance is one of the most ethically challenging concepts in AI …

Purpose Traditional payment systems based on cash and bank cards are being replaced by
new innovative formats. This research analyzes the success factors in the adoption by …

National strategies are essential driving forces behind governments taking responsibility for
setting the direction of digital health on a national level. This study employed a novel mixed …

Purpose The proliferation of smartwatches in the digital age has radically transformed health
and fitness management, offering users a multitude of functionalities that extend beyond …

The success of electronic filing services largely depends on their continuance usage. This
study examines the factors affecting the continuance usage intention of the online tax filing …

There is a growing tendency for people to spend more and more hours of their day sitting.
This position leads to an increase in the postural problems in the population. For workers …