Marketers are adopting increasingly sophisticated ways to engage with customers
throughout their journeys. We extend prior perspectives on the customer journey by …

Big data are a prominent source of value capable of generating competitive advantage and
superior business performance. This paper represents the first empirical investigation of the …

Purpose The purpose of this paper is to analyze to what extent and in what ways signaling
theory has been explored within the field of international marketing. This paper …

Customers desire personalized touchpoints, and practitioners largely agree that such
touchpoints constitute an essential success factor for firm and customer performance. To …

This article examines paradoxes, challenges, and opportunities in the context of ethical
customer experience management. Central to this discussion are different stakeholders …

Facing transparency requirement of ad generation process, digital marketers need to design
proper transparency messages to preempt consumer backlash. Based on crowd psychology …

The study aims to explore the positive parenting style, perceived control, perceived social
justice on materialism ant the high education level in China. We administered a …

Amid product scandals, corporate malpractices, and the proliferation of misinformation,
consumers are becoming increasingly more skeptical about the brands they purchase …

People are increasingly open to sharing personal data collected by wearables, while
concerns have emerged on how companies, governments and organisations process this …

Purpose The purpose of this study is to show that as technologies expand the
personalization capabilities of advertisers and that intrusive ad formats online and in mobile …