The widespread adoption of digital technologies and online social networks has
revolutionized the way marketers engage with consumers. By deploying various digital …

Digital marketing communication, that is, communication through digital or electronic media
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …

Purpose This paper aims to measure the intention to use digital marketing strategies to
enhance the performance of tourism business as well as the extent of digital renovation …

The use of the internet and social media have changed consumer behavior and the ways in
which companies conduct their business. Social and digital marketing offers significant …

The prevalence of mobile usage data has provided unprecedented insights into customer
hyper-context information and brings ample opportunities for practitioners to design more …

The purpose of this research is to review the extant literature on mobile advertising
systematically and to carry out a comprehensive analysis of research in this emerging field …

Augmented reality (AR) has the potential to reshape the mobile shop** experience and
create more meaningful consumer-brand relationships. Yet, the broader experiential and …

Over the past 15 years, digital media platforms have revolutionized marketing, offering new
ways to reach, inform, engage, sell to, learn about, and provide service to customers. As a …

Purpose–Digitalization denotes an on-going transformation of great importance for the retail
sector. The purpose of this paper is to analyse the phenomenon of the digitalization of …

Augmented reality has emerged as a new interactive technology and its unprecedented way
of complementing the physical environment with virtual annotations offers innovative modes …