Social media are increasingly becoming a valuable tool for Business-to-Business (B2B)
organizations. However, social media research in B2B lacks a comprehensive overview …

Marketing scholars and practitioners recognize marketing resources as crucial drivers in the
process by which firms develop their competitive advantages and achieve higher levels of …

Academic literature retains a dearth of empirical evidence of the cutting-edge aspect of
artificial intelligence (AI)-powered digital assistance and digital multisensory cues, despite …

Data-driven analytics and artificial intelligence (AI) have become the most crucial aspects of
today's industrial marketing management. Although many firms have embraced analytics …

Digital marketing innovation plays an important role in a company's performance. Since this
concept is quite new, there are not many empirical studies on the impact of marketing …

Social media usage has become ubiquitous, and organizations need to manage this tool to
meet their strategic goals. Companies are finding it necessary to modify their approach to …

Today, businesses are facing increasing demands from the customers and strong
competitive pressure. Firms must continuously deliver value and satisfy customer demands …

Purpose The paper tries to investigate the impact of applications of the resource-based view
(RBV) theory in the management field to improve the firm's profitability. Global firms are …

This precise study performed a focalized investigation to examine the association of
environmental effects, new product development performance, superior customers' value …

Despite the importance of institutional factors in adopting new technologies, the role of these
drivers in the use of social media technology (SMT) to strengthen customer relationship …