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Digital marketing: A framework, review and research agenda

Citations

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Cited by:

  1. Alice Mazzucchelli & Roberto Chierici & Angelo Di Gregorio & Claudio Chiacchierini, 2021. "Is Facebook an effective tool to access foreign markets? Evidence from international export performance of fashion firms," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 1107-1144, December.
  2. TANASE, George Cosmin, 2022. "Predictive Marketing: Anticipating Market Demand with Proactive Action," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 13(2), pages 34-39, June.
  3. Buvár Ágnes & Gáti Mirkó, 2023. "Digital marketing adoption of microenterprises in a technology acceptance approach," Management & Marketing, Sciendo, vol. 18(2), pages 127-144, June.
  4. Evita Vitsentzatou & Giannis T. Tsoulfas & Athanassios N. Mihiotis, 2022. "The Digital Transformation of the Marketing Mix in the Food and Beverage Service Supply Chain: A Grey DEMATEL Approach," Sustainability, MDPI, vol. 14(22), pages 1-30, November.
  5. Benevento, Elisabetta & Aloini, Davide & Roma, Paolo & Bellino, Davide, 2025. "The impact of influencers on brand social network growth: Insights from new product launch events on Twitter," Journal of Business Research, Elsevier, vol. 189(C).
  6. Fritze, Martin P. & Urmetzer, Florian & Khan, Gohar F. & Sarstedt, Marko & Neely, Andy & Schäfers, Tobias, 2018. "From Goods to Services Consumption: A Social Network Analysis on Sharing Economy and Servitization Research," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 2(3), pages 3-16.
  7. Reinartz, Werner & Wiegand, Nico & Imschloss, Monika, 2019. "The impact of digital transformation on the retailing value chain," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 350-366.
  8. Li, Peng & Sun, Yang, 2025. "A co-creation involving peripheral cues: When and how engagement size generates persuasiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 86(C).
  9. Varun Nayyar, 2022. "Reviewing the impact of digital migration on the consumer buying journey with robust measurement of PLS‐SEM and R Studio," Systems Research and Behavioral Science, Wiley Blackwell, vol. 39(3), pages 542-556, May.
  10. Lütjens, Henk & Eisenbeiss, Maik & Fiedler, Maximilian & Bijmolt, Tammo, 2022. "Determinants of consumers’ attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints," Journal of Business Research, Elsevier, vol. 153(C), pages 445-466.
  11. Singh, Ashutosh & Sajeesh, S. & Bhardwaj, Pradeep, 2024. "Whitelisting versus advertising-recovery: Strategies to overcome advertising blocking by consumers," European Journal of Operational Research, Elsevier, vol. 318(1), pages 217-229.
  12. Viktória Ali Taha & Tonino Pencarelli & Veronika Škerháková & Richard Fedorko & Martina Košíková, 2021. "The Use of Social Media and Its Impact on Shopping Behavior of Slovak and Italian Consumers during COVID-19 Pandemic," Sustainability, MDPI, vol. 13(4), pages 1-19, February.
  13. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
  14. John Deep Smith, 2024. "The Impact of Technology on Sales Performance in B2B Companies," Journal of Artificial Intelligence General science (JAIGS) ISSN:3006-4023, Open Knowledge, vol. 3(1), pages 246-261.
  15. Roy, Sanjit K. & Singh, Gaganpreet & Hollebeek, Linda D. & Shabnam, Saadia & Japutra, Arnold & van Doorn, Sebastian & Ray, Subhasis & Appio, Francesco Paolo, 2024. "Smart service value: Conceptualization, scale development, and validation in the retailing context," Technovation, Elsevier, vol. 137(C).
  16. Kaj Storbacka & Ted Moser, 2020. "The changing role of marketing: transformed propositions, processes and partnerships," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 299-310, December.
  17. Zhang, Yujie & Ba, Zhichao & Mao, Jin & Li, Gang, 2025. "Quantifying the impact of digital technology on enterprise processes using LLM-based causal claim networks," Journal of Informetrics, Elsevier, vol. 19(3).
  18. Weber, Nicolas R. & Marchand, André & Kunz, Reinhard E., 2024. "Price and delay decisions for sequentially released products: The case of transactional streaming services," International Journal of Research in Marketing, Elsevier, vol. 41(4), pages 687-702.
  19. Mark, Tanya & Bulla, Jan & Niraj, Rakesh & Bulla, Ingo & Schwarzwäller, Wolfgang, 2019. "Catalogue as a tool for reinforcing habits: Empirical evidence from a multichannel retailer," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 528-541.
  20. Nico Schauerte & Ricarda Schauerte & Maren Becker & Thorsten Hennig-Thurau, 2024. "Making new enemies: How suppliers’ digital disintermediation strategy shifts consumers’ use of incumbent offerings," Journal of the Academy of Marketing Science, Springer, vol. 52(3), pages 672-694, May.
  21. Thowayeb H. Hassan & Amany E. Salem & Mahmoud I. Saleh, 2022. "Digital-Free Tourism Holiday as a New Approach for Tourism Well-Being: Tourists’ Attributional Approach," IJERPH, MDPI, vol. 19(10), pages 1-14, May.
  22. Verhoef, Peter C. & Stephen, Andrew T. & Kannan, P.K. & Luo, Xueming & Abhishek, Vibhanshu & Andrews, Michelle & Bart, Yakov & Datta, Hannes & Fong, Nathan & Hoffman, Donna L. & Hu, Mandy Mantian & No, 2017. "Consumer Connectivity in a Complex, Technology-enabled, and Mobile-oriented World with Smart Products," Journal of Interactive Marketing, Elsevier, vol. 40(C), pages 1-8.
  23. Rebecca Hamilton & Linda L. Price, 2019. "Consumer journeys: developing consumer-based strategy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 187-191, March.
  24. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
  25. Ana Belén Tulcanaza-Prieto & Alexandra Cortez-Ordoñez & Jairo Rivera & Chang Won Lee, 2025. "Exploring Customer Perceptions of Business Model Innovation in Family Economic Groups: Evidence from Ecuador," Sustainability, MDPI, vol. 17(19), pages 1-25, September.
  26. Eigenraam, Anniek W. & Eelen, Jiska & van Lin, Arjen & Verlegh, Peeter W.J., 2018. "A Consumer-based Taxonomy of Digital Customer Engagement Practices," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 102-121.
  27. Taoufiq Dadouch & Bouchra Bennani & Malika Haoucha, 2023. "Consumer Acceptance of Mobile Shopping Apps, From Basic Apps to AI-Conversational Apps: A Literature Review," Post-Print hal-04194657, HAL.
  28. Gligor, David M. & Pillai, Kishore Gopalakrishna & Golgeci, Ismail, 2021. "Theorizing the dark side of business-to-business relationships in the era of AI, big data, and blockchain," Journal of Business Research, Elsevier, vol. 133(C), pages 79-88.
  29. Sotaro Katsumata & Seungjin Kim, 2020. "The Text-Score Allocation Model: Finding Latent Topics of Online Review Documents and Multi-Item Ratings," Discussion Papers in Economics and Business 20-01, Osaka University, Graduate School of Economics.
  30. Ritu Agarwal & Michelle Dugas & Guodong (Gordon) Gao & P. K. Kannan, 2020. "Emerging technologies and analytics for a new era of value-centered marketing in healthcare," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 9-23, January.
  31. Shrestha, Yash Raj & Krishna, Vaibhav & von Krogh, Georg, 2021. "Augmenting organizational decision-making with deep learning algorithms: Principles, promises, and challenges," Journal of Business Research, Elsevier, vol. 123(C), pages 588-603.
  32. Farinha, Inês M. & Ferreira, Fernando A.F. & Ferreira, Neuza C.M.Q.F. & Garces, Edwin & Daim, Tugrul, 2025. "Digital strategies and non-conventional sources of innovation: Analysis of causal relationships using interpretive structural modeling," Technology in Society, Elsevier, vol. 82(C).
  33. Shehu, Edlira & Abou Nabout, Nadia & Clement, Michel, 2021. "The risk of programmatic advertising: Effects of website quality on advertising effectiveness," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 663-677.
  34. Pocchiari, Martina & Proserpio, Davide & Dover, Yaniv, 2025. "Online reviews: A literature review and roadmap for future research," International Journal of Research in Marketing, Elsevier, vol. 42(2), pages 275-297.
  35. Alenka Lena Klopcic & Jana Hojnik & Stefan Bojnec & Drago Papler, 2020. "Global Transition to the Subscription Economy: Literature Review on Business Model Changes in the Media Landscape," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 18(4 (Winter), pages 323-348.
  36. Kiczmachowska Ewa E. & de Pourbaix Paweł & Jemielniak Dariusz, 2023. "Price Differentiation in Online and Offline Retail: An Empirical Study of Current Practices," Marketing of Scientific and Research Organizations, Sciendo, vol. 48(2), pages 1-16, June.
  37. Liu, Guohui & Zhang, Weiguo & Chen, Yan, 2024. "Being a householder speaking a foreign language: Foreign language proficiency and the internet technology adoption of the household," Technology in Society, Elsevier, vol. 78(C).
  38. Mei Peng Low & Tat-Huei Cham & Yee-Shan Chang & Xin-Jean Lim, 2023. "Advancing on weighted PLS-SEM in examining the trust-based recommendation system in pioneering product promotion effectiveness," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 607-636, December.
  39. Kathleen S. Micken & Scott D. Roberts & Jason D. Oliver, 2020. "The digital continuum: the influence of ownership, access, control, and Cocreation on digital offerings," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 98-115, June.
  40. Barann, Benjamin & Hermann, Andreas & Heuchert, Markus & Becker, Jörg, 2022. "Can't touch this? Conceptualizing the customer touchpoint in the context of omni-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
  41. Das, Gopal & Spence, Mark T. & Agarwal, James, 2021. "Social selling cues: The dynamics of posting numbers viewed and bought on customers' purchase intentions," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 994-1016.
  42. Han, Sang-Lin & An, Myounga & Han, Jerry J. & Lee, Jiyoung, 2020. "Telepresence, time distortion, and consumer traits of virtual reality shopping," Journal of Business Research, Elsevier, vol. 118(C), pages 311-320.
  43. John Hamilton, 2020. "The Strategic Change Matrix and Business Sustainability across COVID-19," Sustainability, MDPI, vol. 12(15), pages 1-19, July.
  44. Ramiro Esqueda-Walle & Jesus Marmolejo Rodriguez & Karla Villarreal Estrada, 2020. "Digital Marketing: A Conceptual Framework, Review, and Case Study Mixed Approach," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(3), pages 256-279.
  45. Grubor, Aleksandar & Jakša, Olja, 2018. "Social Media Marketing: Engaging with Consumers in Digital Era," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2018), Split, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018, pages 356-363, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
  46. Palos-Sanchez, Pedro & Saura, Jose Ramon & Martin-Velicia, Felix, 2019. "A study of the effects of programmatic advertising on users' concerns about privacy overtime," Journal of Business Research, Elsevier, vol. 96(C), pages 61-72.
  47. Rosita Capurro & Michele Galeotti & Stefano Garzella, 2018. ""Mondo reale-tradizionale" e "mondo digitale", strategie aziendali e web intelligence: il futuro del controllo e della gestione delle informazioni," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2018(2 Suppl.), pages 83-111.
  48. Bayer, Emanuel & Srinivasan, Shuba & Riedl, Edward J. & Skiera, Bernd, 2020. "The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 789-804.
  49. T. M. Wanigapura & T. P. S. R. Guruge & I. V. Kuruppu & P. C. Abeysiriwardana, 2025. "Diversified impact of electronic word-of-mouth (eWOM) on consumer communities: a developing country perspective," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 52(1), pages 37-53, March.
  50. Bismark Stephen Kumah & Daniel Abaka Yawson & Samuel Kojo Zormelo & Williams Boye, 2025. "Digitalization Landscape Evolution in Business Research: VOSviewer and R-Tool Bibliometric Review, (2018 – 2022)," International Journal of Scientific Research and Modern Technology, Prasu Publications, vol. 4(11), pages 36-49.
  51. Rituparna Basu & Md. Nayeem Aktar & Satish Kumar, 2025. "The interplay of artificial intelligence, machine learning, and data analytics in digital marketing and promotions: a review and research agenda," Journal of Marketing Analytics, Palgrave Macmillan, vol. 13(2), pages 267-287, June.
  52. Rafał Blazy & Jakub Błachut & Agnieszka Ciepiela & Rita Łabuz & Renata Papież, 2021. "Thermal Modernization Cost and the Potential Ecological Effect—Scenario Analysis for Thermal Modernization in Southern Poland," Energies, MDPI, vol. 14(8), pages 1-16, April.
  53. Yin, Xicheng & Li, Jing & Si, Hongyun & Wu, Peng, 2024. "Attention marketing in fragmented entertainment: How advertising embedding influences purchase decision in short-form video apps," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
  54. Hollebeek, Linda D. & Belk, Russell, 2021. "Consumers’ technology-facilitated brand engagement and wellbeing: Positivist TAM/PERMA- vs. Consumer Culture Theory perspectives," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 387-401.
  55. Nadira BESSOUH & Ali IZNASNI & Soulef HADDADA, 2024. "The Power Of Social Networks - How Does Digital Communication Shape The Reputation Or Notoriety Of Businesses?," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(5), pages 19-32, October.
  56. Sónia Rodrigues & Ricardo Correia & Ramiro Gonçalves & Frederico Branco & José Martins, 2023. "Digital Marketing’s Impact on Rural Destinations’ Image, Intention to Visit, and Destination Sustainability," Sustainability, MDPI, vol. 15(3), pages 1-20, February.
  57. Anna Makrides & Demetris Vrontis & Michael Christofi, 2020. "The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas," Business Perspectives and Research, , vol. 8(1), pages 4-20, January.
  58. Dam, Duy Duc & Huynh, Cong Minh, 2022. "Factors Influencing Consumers’ Purchase Intention toward Accommodation via Lodging Websites: Evidence from Binh Duong Province of Vietnam," MPRA Paper 113517, University Library of Munich, Germany.
  59. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
  60. Hajdini, Johana & Za, Stefano & Iaia, Lea, 2025. "State of art and future research directions for marketing technologies in healthcare," Technological Forecasting and Social Change, Elsevier, vol. 218(C).
  61. Ham, Sung H. & He, Chuan & Zhang, Dan, 2022. "The promise and peril of dynamic targeted pricing," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1150-1165.
  62. Kollmann, Tobias & Stöckmann, Christoph & Niemand, Thomas & Hensellek, Simon & de Cruppe, Katharina, 2021. "A configurational approach to entrepreneurial orientation and cooperation explaining product/service innovation in digital vs. non-digital startups," Journal of Business Research, Elsevier, vol. 125(C), pages 508-519.
  63. Mencarelli, Rémi & Rivière, Arnaud & Lombart, Cindy, 2021. "Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
  64. David A. Schweidel & Yakov Bart & J. Jeffrey Inman & Andrew T. Stephen & Barak Libai & Michelle Andrews & Ana Babić Rosario & Inyoung Chae & Zoey Chen & Daniella Kupor & Chiara Longoni & Felipe Thomaz, 2022. "How consumer digital signals are reshaping the customer journey," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1257-1276, November.
  65. Alessandro Annarelli & Giulia Palombi, 2021. "Digitalization Capabilities for Sustainable Cyber Resilience: A Conceptual Framework," Sustainability, MDPI, vol. 13(23), pages 1-9, November.
  66. Hitesh Sood & Rajendra Prasad Sharma, 2021. "Customer Digital Engagement and Lifetime Value: An Empirical Study of Telecom Services in India," FIIB Business Review, , vol. 12(4), pages 415-424, December.
  67. Hang T. T. Nguyen & Hanh Song Thi Pham & Susan Freeman, 2023. "Dynamic capabilities in tourism businesses: antecedents and outcomes," Review of Managerial Science, Springer, vol. 17(5), pages 1645-1680, July.
  68. Kawaf, Fatema, 2019. "Capturing digital experience: The method of screencast videography," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 169-184.
  69. Imran Bashir Dar & Muhammad Bashir Khan & Abdul Zahid Khan & Bahaudin G. Mujtaba, 2021. "A qualitative analysis of the marketing analytics literature: where would ethical issues and legality rank?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 242-261, September.
  70. Muhammad Farooq & Valliappan Raju, 2019. "Want to Stay the Market Leader in the Era of Transformative Marketing? Keep the Customers Satisfied!," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 20(3), pages 257-266, September.
  71. Valeri GAGAUZ, 2020. "Digital Marketing In The Practice Of Small And Medium Enterprises In The Republic Of Moldova," ECONOMY AND SOCIOLOGY: Theoretical and Scientifical Journal, Socionet;Complexul Editorial "INCE", issue 1, pages 64-73.
  72. Janina Garbas & Sebastian Schubach & Martin Mende & Maura L. Scott & Jan H. Schumann, 2023. "You want to sell this to me twice!? How perceptions of betrayal may undermine internal product upgrades," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 286-309, March.
  73. Vladi Finotto & Christine Mauracher & Isabella Procidano, 2020. "Factors influencing the use of e-commerce in the agri-food sector: an analysis of Italian consumers," Working Papers 01, Venice School of Management - Department of Management, Università Ca' Foscari Venezia.
  74. Deobela F. Fortes & Adoree A. Ramos, 2023. "FACEBOOK AS A DIGITAL MARKETING PLATFORM USED BY THE PRIVATE HIGHER EDUCATION INSTITUTIONS (HEIs) IN LAGUNA, PHILIPPINES," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 7(1), pages 15-20, February.
  75. Shankar, Venkatesh & Kushwaha, Tarun, 2021. "Omnichannel marketing: Are cross-channel effects symmetric?," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 290-310.
  76. Hagtvedt, Henrik & Chandukala, Sandeep R., 2023. "Immersive retailing: The in-store experience," Journal of Retailing, Elsevier, vol. 99(4), pages 505-517.
  77. Konya-Baumbach, Elisa & Schuhmacher, Monika C. & Kuester, Sabine & Kuharev, Victoria, 2019. "Making a first impression as a start-up: Strategies to overcome low initial trust perceptions in digital innovation adoption," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 385-399.
  78. Wu, Chih-Wen & Botella-Carrubi, Dolores & Blanco-González-Tejero, Cristina, 2024. "The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs)," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
  79. Nazir, Sajjad & Khadim, Sahar & Ali Asadullah, Muhammad & Syed, Nausheen, 2023. "Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach," Technology in Society, Elsevier, vol. 72(C).
  80. Hongyan Dai & Ling Ge & Chen Li & Yan Wen, 2022. "The interaction of discount promotion and display-related promotion on on-demand platforms," Information Systems and e-Business Management, Springer, vol. 20(2), pages 285-302, June.
  81. Hartmann, Jochen & Huppertz, Juliana & Schamp, Christina & Heitmann, Mark, 2019. "Comparing automated text classification methods," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 20-38.
  82. Park, Joonyong & Kim, Renee B., 2018. "A new approach to segmenting multichannel shoppers in Korea and the U.S," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 163-178.
  83. Homburg, Christian & Lauer, Karin & Vomberg, Arnd, 2019. "The multichannel pricing dilemma: Do consumers accept higher offline than online prices?," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 597-612.
  84. Prithwiraj Mukherjee & Souvik Dutta & Arnaud De Bruyn, 2022. "Did clickbait crack the code on virality?," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 482-502, May.
  85. Tuğçe Ozansoy Çadırcı & Ayşegül Sağkaya Güngör, 2021. "26 years left behind: a historical and predictive analysis of electronic business research," Electronic Commerce Research, Springer, vol. 21(1), pages 223-243, March.
  86. Zelin Zhang & Kejia Yang & Jonathan Z. Zhang & Robert W. Palmatier, 2023. "Uncovering Synergy and Dysergy in Consumer Reviews: A Machine Learning Approach," Management Science, INFORMS, vol. 69(4), pages 2339-2360, April.
  87. Dawn Iacobucci & Maria Petrescu & Anjala Krishen & Michael Bendixen, 2019. "The state of marketing analytics in research and practice," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 152-181, September.
  88. Kaatz, Christopher, 2020. "Retail in my pocket– replicating and extending the construct of service quality into the mobile commerce context," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
  89. Valter Afonso Vieira & Marcos Inácio Severo Almeida & Raj Agnihotri & Nôga Simões De Arruda Corrêa Silva & S. Arunachalam, 2019. "In pursuit of an effective B2B digital marketing strategy in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1085-1108, November.
  90. Nikita Moiseev & Alexey Mikhaylov & Hasan Dinçer & Serhat Yüksel, 2023. "Market capitalization shock effects on open innovation models in e-commerce: golden cut q-rung orthopair fuzzy multicriteria decision-making analysis," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 9(1), pages 1-25, December.
  91. Konur, Dinçer, 2021. "Keep your enemy close? Competitive online brands’ expansion with individual and shared showrooms," Omega, Elsevier, vol. 99(C).
  92. Linwan Wu & Jiangmeng Liu, 2021. "Need for control may motivate consumers to approach digital products: a social media advertising study," Electronic Commerce Research, Springer, vol. 21(4), pages 1031-1054, December.
  93. V. G. P. Lakshika & B. T. K. Chathuranga & P. G. S. A. Jayarathne, 2025. "The evolving role of AI and ML in digital promotion: a systematic review and research agenda," Journal of Marketing Analytics, Palgrave Macmillan, vol. 13(2), pages 288-307, June.
  94. Piepponen, Amanda & Ritala, Paavo & Keränen, Joona & Maijanen, Päivi, 2022. "Digital transformation of the value proposition: A single case study in the media industry," Journal of Business Research, Elsevier, vol. 150(C), pages 311-325.
  95. Sheen Low & Fahim Ullah & Sara Shirowzhan & Samad M. E. Sepasgozar & Chyi Lin Lee, 2020. "Smart Digital Marketing Capabilities for Sustainable Property Development: A Case of Malaysia," Sustainability, MDPI, vol. 12(13), pages 1-40, July.
  96. Colicev, Anatoli & Kumar, Ashish & O'Connor, Peter, 2019. "Modeling the relationship between firm and user generated content and the stages of the marketing funnel," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 100-116.
  97. Yuanbin Xu & Yuchen Wang & Fucai Lu & Quan Xiao, 2023. "Toss a Peach and Get Back a Plum: Impact of Customized Services on Firm Performance," SAGE Open, , vol. 13(3), pages 21582440231, September.
  98. Lubica Gajanova & Jakub Michulek, 2023. "Digital Marketing in the Context of Consumer Behaviour in the ICT Industry: The Case Study of the Slovak Republic," Virtual Economics, The London Academy of Science and Business, vol. 6(1), pages 7-18, March.
  99. Christian Homburg & Dominik M. Wielgos, 2022. "The value relevance of digital marketing capabilities to firm performance," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 666-688, July.
  100. Andreea-Diana Suciu (Vodă) & Andra Ioana Maria Tudor & Ioana Bianca Chițu & Lavinia Dovleac & Gabriel Brătucu, 2021. "IoT Technologies as Instruments for SMEs’ Innovation and Sustainable Growth," Sustainability, MDPI, vol. 13(11), pages 1-17, June.
  101. Amoozad Mahdiraji, Hannan & Sharifpour Arabi, Hojatallah & Duan, Keru & Vrontis, Demetris, 2025. "Harnessing technological resources for effective growth hacking: A mixed-method framework using systematic literature review, content analysis, and multi-layer decision-Making," Journal of Business Research, Elsevier, vol. 190(C).
  102. Janusz Wielki, 2020. "Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development," Sustainability, MDPI, vol. 12(17), pages 1-20, September.
  103. Yi Qiu, 2025. "RETRACTED ARTICLE: Unveiling the Digital Luminaries: Exploring the Impact of the Chinese Internet Celebrity Economy on Consumer Behavior," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 3058-3080, March.
  104. Carsten D. Schultz & Björn Gorlas, 2023. "Magic mirror on the wall: Cross-buying at the point of sale," Electronic Commerce Research, Springer, vol. 23(3), pages 1677-1700, September.
  105. Henkens, Bieke & Verleye, Katrien & Larivière, Bart, 2021. "The smarter, the better?! Customer well-being, engagement, and perceptions in smart service systems," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 425-447.
  106. Siliang Tong & Xueming Luo & Bo Xu, 2020. "Personalized mobile marketing strategies," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 64-78, January.
  107. Pauwels, Koen & van Ewijk, Bernadette, 2020. "Enduring Attitudes and Contextual Interest: When and Why Attitude Surveys Still Matter in the Online Consumer Decision Journey," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 20-34.
  108. Sunday C. Eze & Hart O. Awa & Vera C. A. Chinedu-Eze & Adenike O. Bello, 2021. "Demographic determinants of mobile marketing technology adoption by small and medium enterprises (SMEs) in Ekiti State, Nigeria," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 8(1), pages 1-11, December.
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