Transformative marketing has been heralded as the future of marketing. While the initial
catalyst for transformative marketing was the desire of customers for more meaningful …

With increasing population, the demand for agricultural productivity is rising to meet the goal
of “Zero Hunger”. Consequently, farmers have optimized the agricultural activities in a …

The contemporary market positions digital marketing as a powerful mediator between
efficient digital interaction, data interpretation opportunities, and business growth, while …

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

Electronic word of mouth (eWOM) has evolved dramatically in the past 20 years, and is
substantially sha** modern consumer behaviors and altering marketing management …

The three previous industrial revolutions profoundly transformed agriculture industry from
indigenous farming to mechanized farming and recent precision agriculture. Industrial …

While the strategic use of social media (SM) for enhancing firm performance has attracted
much attention, little is known about it through the lens of business-to-business (B2B) small …

Over the past two decades, digitalization has revolutionized not only consumer marketing
but also industrial marketing. Both industrial marketing scholars and industrial marketers …

Many B2B firms have widely accepted AI-based chatbots to provide human-like service
interaction at different customer touchpoints in recent years. One of the objectives behind …

Abstract Business-to-business (B2B) customer interactions and customer journeys
increasingly occur in digital spaces, often aided with diverse digital and artificial intelligence …