Purpose In this invited paper, the authors aim to offer an integrated marketing
communications (IMC) framework for understanding how disparate customer touchpoints …

This article provides a systematic review of the extensive and fragmented literature focused
on Digital Transformation (DT) and marketing by identifying the main themes and …

Sport fans develop unique and engaging relationships with their favourite sport teams, both
offline and online. However, research on sport fan engagement is still limited in relation to …

Purpose This study aims to propose and test a research model outlining the chain effects of
social media marketing activities (SMMA) on brand equity, encompassing the potential …

Omnichannel retailing is a new retail norm that focuses on providing a seamless interaction
between retailers and consumers. Although the effect of omnichannel retailing on business …

Purpose The purpose of this study was to examine the impacts of consumers' motivations (ie
remuneration, social, and empowerment) on online purchase intentions mediated through …

Crowdsourcing challenges are fast emerging as an effective tool for solving complex
innovation problems. The main strength of the crowdsourcing model is that it brings together …

Companies use social media to foster ongoing relationships with customers. One specific
way companies do this is by fostering brand communities through fan pages on social …

Persuasion literature suggests that consumers increasingly seek brand integrity, yet this
advertising outcome remains underexplored, despite the clear need for managerial …

Industrial internet is an effective means to realize the green development of manufacturing
industry. Whether the industrial Internet platform can improve the green innovation …