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

Purpose Augmented reality (AR) has received massive attention in online retail. Therefore,
the paper aims to review the state-of-the-art literature on AR in online retailing, by identifying …

Fundamental shifts in business-to-business (B2B) buying behavior make digital content
marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full …

As a powerful means of theory building, conceptual articles are increasingly called for in
marketing academia. However, researchers struggle to design and write non-empirical …

The aim of this study was to understand how omnichannel integration quality affects
customer loyalty through customer engagement and relationship program receptiveness …

Customer engagement behaviour has emerged as an influential concept in marketing and
refers to customers' behavioural manifestation towards a firm originating from motivational …

In the digital era, the offer of multiple shop** channels in the retail sector has been
improved, and customers are changing their shop** habits. For this reason, supermarkets …

While service design has been highlighted as a promising approach for driving innovation,
there are often struggles in realizing lasting change in practice. The issues with long-term …

The circular economy (CE) presents an alternative perspective to the linear take-make-use-
dispose model prevalent in industrial value chains. CE envisions economies operating like …

Business markets are facing major changes due to an increasing digitalization trend and
consequent changes in buying behaviors. Practitioners and academics alike have started to …