Digitalization is a powerful engine for economic growth in the world. In 2018, digitally
transformed firms represented 13.5 billion US dollars of global GDP and, towards the end of …

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

Abstract Augmented Reality (AR), Virtual Reality (VR), Mixed Reality, and Extended Reality
(often–misleadingly–abbreviated as XR) are commonly used terms to describe how …

Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth
of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid …

The current research examines consumers' responses to sensory endorsements from virtual
influencers. The authors reveal that consumers perceive virtual and human influencers to …

Academic literature retains a dearth of empirical evidence of the cutting-edge aspect of
artificial intelligence (AI)-powered digital assistance and digital multisensory cues, despite …

Digital transformation has had an unprecedented influence on all sectors of business over
the last decade. We are now entering an era characterized by the extensive digital …

We develop a conceptual framework for collaborative artificial intelligence (AI) in marketing,
providing systematic guidance for how human marketers and consumers can team up with …

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 …

Purpose The purpose of this paper is to investigate how previous literature has analyzed the
role of augmented reality and virtual reality in the field of tourism, distinguishing between …