The new business challenges in the B2B sector are determined by connected ecosystems,
where data-driven decision making is crucial for successful strategies. At the same time, the …

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

Abstract The deployment of Artificial Intelligence (AI) has been accelerating in several fields
over the past few years, with much focus placed on its potential in Business-to-Business …

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

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 …

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 …

The paper assesses the ways in which digital transformation in Montenegro influences the
use of digital marketing in business, determining the impact of this concept on promotion …

Digital transformation of the marketing organization forces firms to develop new digital
marketing capabilities (DMCs) to remain competitive. However, despite considerable …

Purpose The first research objective is to understand the role of digital [artificial intelligence
(AI)] technologies on user engagement and conversion that has resulted in high online …

Digital marketing innovation plays an important role in a company's performance. Since this
concept is quite new, there are not many empirical studies on the impact of marketing …