The emergence of omnichannel retailing has revolutionized the way traditional e‐commerce
business operates, subsequently bringing fundamental changes to consumer expectations …

Purpose Artificial intelligence (AI) is transforming consumers' experiences and how firms
identify, create, nurture and manage interactive marketing relationships. However, most …

Digital transformation in healthcare is of increasing relevance for both scholars and
practitioners in the field. Our article attempts to assess the research question how multiple …

The healthcare supply chain involves the manufacturing and delivery of medicines at the
right time, at the right place, and in the correct quantity. In the world of uncertainties …

Purpose The purpose of this study is to investigate the relationships that influence the value
co-creation process and lead to consumer comfort with artificial intelligence (AI) and mobile …

Purpose Innovative firms have rapidly developed artificial intelligence (AI) capabilities into
their service ecosystems, essentially changing perceptions of what is service quality and …

We are living in a world of data abundance and rapid technological advances in the digital
realm. The consequences for marketing practices have been transformative. The Marketing …

Advances in artificial intelligence provide new tools of digital assistance that retailers can
use to support consumers while shopping. The aim of this research is to examine how …

The advancement in technology has fostered the prevalence of the Internet of Things (IoT),
which enhances healthcare business quality, offers a seamless customer experience, and …

Content marketing involves producing and distributing content effectively and initially
through digital channels. However, digital marketing strategies and business models can …