Big data analytics have been embraced as a disruptive technology that will reshape
business intelligence, which is a domain that relies on data analytics to gain business …

Communication and promotion decisions are a fundamental part of retailer customer
experience management strategy. In this review paper, we address two key questions from a …

Live streaming offers an unprecedented opportunity for content creators (broadcasters) to
deliver their content to consumers (viewers) in real time. In a live stream, viewers may send …

Survival in today's economic climate and competitive retail environment requires more than
just low prices and innovative products. To compete effectively, businesses must focus on …

The authors study the effect of word-of-mouth (WOM) marketing on member growth at an
Internet social networking site and compare it with traditional marketing vehicles. Because …

Brand equity is the differential preference and response to marketing effort that a product
obtains because of its brand identification. Brand equity can be measured using either …

Marketing academics are keenly aware of the seismic shifts in today's marketing
environment caused by digital (dis) intermediation. In this article, we discuss four types of …

As a research domain, the retail sector has always had many appealing features, such as its
size, its multi-faceted and dynamic nature, the possibility for researchers to exploit their own …

The marketing profession is being challenged to assess and communicate the value created
by its actions on shareholder value. These demands create a need to translate marketing …

Dynamic pricing has evolved with technology from earlier price negotiations. To maximize
revenue and provide specialized shop** experiences, businesses today use algorithms …