The widespread use of social media as a marketing tool during the last decade has been
responsible for attracting a significant volume of academic research, which, however, can be …

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 …

The main aim of this paper was to investigate the effect of four features of social media
marketing on the purchase decision of consumers in the fast-food industry. It also aimed to …

Influencers' follower count, or indegree, is a key criterion that advertisers use when devising
influencer marketing campaigns. However, whether influencers with lower or higher follower …

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 …

The authors develop a three-stage framework for strategic marketing planning, incorporating
multiple artificial intelligence (AI) benefits: mechanical AI for automating repetitive marketing …

A theory-first paradigm tends to be the dominant approach in much academic marketing
research. In this approach, a theory is borrowed, refined, or developed and then tested …

We develop a conceptual framework for collaborative artificial intelligence (AI) in marketing,
providing systematic guidance for how human marketers and consumers can team up with …

Influencer marketing is prevalent in firm strategies, yet little is known about the factors that
drive success of online brand engagement at different stages of the consumer purchase …

Technological advances have resulted in a hyperconnected world, requiring a
reassessment of branding research from the perspectives of firms, consumers, and society …