Every aspect of human activities has been influenced by social media, but how this influence
is affecting individual decision making in different context had not been studied yet. This …

Social media are increasingly becoming a valuable tool for Business-to-Business (B2B)
organizations. However, social media research in B2B lacks a comprehensive overview …

Fundamental shifts in business-to-business (B2B) buying behavior make digital content
marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full …

Digital marketing communication, that is, communication through digital or electronic media
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …

The importance of data-driven decisions and support is increasing day by day in every
management area. The constant access to volume, variety, and veracity of data has made …

Digital business transformation forces firms to develop foundational capabilities to remain
competitive. However, despite considerable academic and managerial interest, the nature of …

Influencer marketing has been lauded as one of the most thriving marketing strategies within
the contemporary marketing landscape. Nonetheless, numerous opportunities and …

Organizations continue to make investments in social media with the hope that it will help
their sales force in improving engagement with customers. The academic literature on social …

Social media message strategy is critical in determining how customers will engage with
B2B firms on social media platforms. The present study examined the role of message …

This research investigates the cost-result relationship of the Inbound Marketing actions used
by grocery e-commerce. The analysis is based on the application of the Dorfman and …