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 …

Digital Transformation (DT) has become an important aspect that stimulates various
academic areas and affects practice, contributing to independent research streams …

Digital transformation of the marketing organization forces firms to develop new digital
marketing capabilities (DMCs) to remain competitive. However, despite considerable …

Controlling the coronavirus pandemic is triggering a cross-border strategy by which national
governments attempt to control the spread of the COVID-19 pandemic. A response based on …

Reward‐based crowdfunding campaigns are commonly offered in one of two models via
fundraising goals set by an entrepreneur:“Keep‐It‐All”(KIA), where the entrepreneur keeps …

Data are invaluable. How can we assess the value of data objectively, systematically and
quantitatively? Pricing data, or information goods in general, has been studied and practiced …

An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile
and VR marketing to objectives, metrics and analytics. Covering all aspects of digital …

New digital technologies not only support consumers in better fulfilling their own
consumption needs but also enable them to create greater value for other consumers. These …

Nonfungible tokens (NFTs) have experienced exponential growth over the past few years.
Many companies and creators have experimented with various ways to develop NFT …

Consumers increasingly use social media for a variety of consumption-related tasks such as
complaining about a brand or sharing purchase experiences. Social media growth …