The concept of open banking has emerged only recently within the fintech sector, and it is
rapidly becoming popular in many regions across the world. Currently, there are very few …

Universally digital music is believed to be the most appealing, and relaxing experience
generator for the human mind. Different brands use music as a strategic tool for gaining …

Content marketing is an effective approach to brand communication on social media and
can inspire people to develop a sense of “ownership” toward the product/brand featured in …

This study investigates the application of game theory and matrix-based analysis in
enhancing social media marketing strategies for e-commerce businesses. By integrating …

Purpose Merely being known as a highly ethical or strong performer cannot shield a
company from every kind of crisis. From product failures to environmental and social issues …

Purpose The aim of this paper is to study the challenges of digital advertising from the
characterization of the influencer phenomenon based on the perceptions of two different and …

Various branded content is developed on social media; however, not all branded content
stimulates customer curiosity. Based on the uses and gratification theory as a theoretical …

Purpose Digital games have not only surged in popularity but also have sparked a
renaissance, catapulting virtual adventures into the realm of cultural phenomena. It has …

Applications of 360 videos for brand storytelling and customer engagement are growing due
to their immersive nature and novel sensory experiences, particularly when discovered …

Brand managers have to allocate limited resources between developing new brand
extensions and supporting parent brands. We contribute by demonstrating how social media …