We develop and describe a framework for research in digital marketing that highlights the
touchpoints in the marketing process as well as in the marketing strategy process where …

One of the most important tasks in marketing is to create and communicate value to
customers to drive their satisfaction, loyalty, and profitability. In this study, the authors …

The success of a freemium model depends on the number of customers who purchase the
premium version in the presence of the free version. The authors investigate the strategy of …

The frequent occurrence of security incidents in ride-sharing is a challenge for the survival of
IT-enabled ride-sharing platforms. Passengers' protective behavior is an effective means to …

Marketers of digital content such as books, news, video, music, and mobile games often
provide free samples of the content for consumers to try out before buying the product or …

Many online content providers aim to compensate for a loss in advertising revenues by
charging consumers for access to content. However, such a choice is not straightforward …

The business model for musicians relies on selling recorded music and selling concert
tickets. Traditionally, demand for one format (eg, concerts) would stimulate demand for the …

In this paper, we investigate the optimal subscription strategy for network video platforms
and show how it is affected by social influence. The strategy decision is made among paid …

A targeted approach to increase fruit and vegetable consumption, considering the
heterogeneity of food choice motives across consumers and across contexts, is expected to …

Given the increasingly intense competition for social networking sites (SNSs), ensuring
sustainable growth in user base has emerged as a critical issue for SNS operators. Contrary …