In a digital world, it is becoming increasingly important for marketing researchers and
practitioners to understand how consumers attribute humanlike characteristics and …

We reviewed 58 empirical articles from the last two decades on experiential marketing in the
e-commerce context. This literature review seeks to shed light into the fields of experiential …

With the prevalence of Internet, social media has become an important means for online
marketing events. Individuals and companies both create fan pages on online platforms and …

The introduction of social media in the restaurant sector has changed the manner in which
customers communicate with businesses. Social media marketing activities (SMMAs), such …

Business activities using social media are currently growing and its development has
intrigued practitioners and academics. The purpose of doing this present research is to build …

Innovations happen everywhere. Recently, smartwatches have become increasingly
popular. It is therefore critical for academic researchers and IT firms to understand the …

Marketing academics and practitioners agree on customer experience as a means for
differentiation. The customer experience is challenging for retailers because it is influenced …

Purpose This study aims to examine determinants of perceived website quality and
associations among consequences of perceived website quality. Adopting the framework of …

Blogs are currently powerful instrument and their proliferation has attracted substantial
attention from marketing practitioners and academics. The aim of this study is to propose a …

Marketing literature abounds with discussions of the importance of environmental and
atmospheric variables for determining the consumer shopping experience. Through a field a …