The rapid advancement of artificial intelligence (AI) offers exciting opportunities for
marketing practice and academic research. In this study, through the application of natural …

Purpose Over the past decade, the term prosumption (denoting simultaneous consumption
and production) has exhibited a dramatic increase in frequency of use in publications in the …

This manuscript draws attention to the dawn of the Fifth Industrial Revolution (5IR) and
highlights its potential for addressing a host of issues within retail and service domains. With …

As a powerful means of theory building, conceptual articles are increasingly called for in
marketing academia. However, researchers struggle to design and write non-empirical …

Purpose Social media brand pages have become instrumental in enabling customers to
voluntarily participate in providing feedback/ideas for improvement and collaboration with …

Value co-creation with customers has emerged as a relevant topic at both academic and
managerial level. Considering the positive outcomes derived from value co-creation, firms …

The extant evidence evaluating consumers' willingness to pay more for green products has
been mixed. Existing investigations stem from an overemphasis on profiling consumers who …

The formulation of strategic alliance by commercial, social and government organizations
has potential to simultaneously achieve market related success and develop solution to …

Purpose The purpose of this paper is to assess, clarify and consolidate the terminology
around the co-creation of services, establish its forms and identify its outcomes, to resolve …

In the last two decades customer citizenship behavior (CCB) has attracted considerable
attention. This systematic review maps what we already know about CCB. The study …