One of the most reliable and impactful methods for enhancing a persuasive appeal is to
match an aspect of the proposal (ie, its content, source, or the setting in which it is delivered) …

This paper captures the current state of privacy scholarship in marketing and related
disciplines. We examine theoretical perspectives and empirical findings about data and …

Interactivity, which is a key characteristic of the live streaming commerce environment,
fosters users' active attitudes and behaviors in communications and transactions. However …

Social media allows people to freely interact with others and offers multiple ways for
marketers to reach and engage with consumers. Considering the numerous ways social …

We propose that digital technologies and related data become increasingly prevalent and
that, consequently, ethical concerns arise. Looking at four principal stakeholders, we …

Omnichannel marketing is often viewed as the panacea for one-to-one marketing, but this
strategic path is mired with obstacles. This article investigates three challenges in realizing …

• Why do people behave and think the way they do?• What makes people choose certain
products and services?• How does consumption affect our everyday lives? Informed by …

Smart technologies grant brick-and-mortar retailers novel opportunities to introduce the
amenities of online retailing, such as data-driven personalization, into physical interactions …

Advances in artificial intelligence provide new tools of digital assistance that retailers can
use to support consumers while shop**. The aim of this research is to examine how …

Omnichannel retailing is a new retail norm that focuses on providing a seamless interaction
between retailers and consumers. Although the effect of omnichannel retailing on business …