This paper conducts a comparative analysis of business and supply chain models in the
Fast Moving Consumer Goods (FMCG) sector between Africa and the USA, aiming to …

The pervasive impact of social media marketing on consumer behavior within the retail
industry serves as the focal point of this comprehensive review. This paper aims to dissect …

This review paper delves into the transformative impact of big data and analytics on strategic
marketing decision-making. Examining the integration of vast datasets and analytical tools in …

The purpose of this study was to investigate the extent to which olfactory marketing strategy
relates to customers' engagement in fast food restaurants in Rivers State. The problem …

Today, the use of advertising in marketing research has become increasingly important, so
the use of multi-sensory marketing in online retail advertising can increase the effectiveness …

This study provides a comprehensive review of the influence of voice-activated
technologies, particularly voice assistants, on consumer behavior and brand loyalty in the …

This research examined the effect of digital marketing channels on customer patronage of
online shops. The objectives of the study were to determine the significant effect of e-mail …

This research examined the effect of content marketing on customer patronage of online
shops. The study's objective was to determine the significant impact of content marketing on …

Agribusinesses play a vital role in enhancing the agricultural sector through the supply of
essential farming requisites such as agrochemicals. This study examined the role of artificial …

The study investigated factors influencing the adoption and intensity of the use of AI chatbots
for online purchasing in Nigeria. A simple random technique was used to select three …