The development and use of digital marketing strategies by entrepreneurs is a key element
of success for innovative projects. Moreover, effective execution of marketing intervention in …

As part of their customer engagement (CE) marketing, firms use different platforms to interact
with customers, in ways that go beyond purchases. Task-based CE strategies call for …

The purpose of this research is to examine the underlying mechanisms through which social
media influencers'(SMI) content characteristics (information, design, and technology quality …

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 …

As an over-the-top (OTT) and non-subscription-based video-on-demand media service,
mobile short-form video application (eg, TikTok or Douyin) is a free video-sharing social …

Effective interactions are essential for retail brands to progressively nudge consumers
towards purchase. While social media provides the platform for brands to directly connect …

The current research investigates the impact of fashion influencers on consumer
engagement and purchase intention. Guided by the heuristic systematic model (HSM), this …

Grounded on service-dominant logic (SD logic), a vital issue for marketers is to understand
how the multiple approaches encouraging consumer participation (CP), as manifested by …

Our study examines the impact of product information presentation on consumers' purchase
intention through information processing (ie, utilitarian and hedonic browsing) in the context …

In a crowded social media marketplace, restaurants often try to stand out by showcasing
elaborate “Instagrammable” foods. Using an image classification machine learning …