In marketing, personalization is the action of designing and producing in ways that resonate
with customer preferences. Content and products that are personalized according to …

The use of big data has garnered increasing importance in academic research and
managerial practice thanks to the benefits it can produce in terms of innovation. However …

Customer care is important for its role in relationship building. This role has traditionally
been performed by human customer agents; however, the emergence of interactive …

Digital technologies are now imperative for markets and society, and digital transformation is
becoming a key area of business innovation. However, digital transformation is complex …

Shifting towards a more data-driven culture is a key antecedent of business success in
today's digital era. Previous research has paid attention to exploring the influence of …

This study is the first to provide an integrated view on the body of knowledge of artificial
intelligence (AI) published in the marketing, consumer research, and psychology literature …

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 …

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

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 …