Media allow individuals to feel'whisked away'from their surroundings and absorbed into
another world. Constructs such as immersion, presence, transportation, and flow have been …

Omnichannel marketing is often viewed as the panacea for one-to-one marketing, but this
strategic path is mired with obstacles. This article investigates three challenges in realizing …

Live-streaming shopping becomes increasingly popular recently. However, little research
explored why live-streaming shopping is so successful in continuously promoting sales and …

Marketing scholars increasingly use web scraping and application programming interfaces
(APIs) to collect data from the internet. Yet, despite the widespread use of such web data, the …

Marketing is the functional area primarily responsible for driving the organic growth of a firm.
In the age of digital marketing and big data, marketers are inundated with increasingly rich …

The modern consumption environment has significantly expanded opportunities for
consumer empowerment, yet such empowerment hinges on specific conditions and …

Consumers often become “stuck in a rabbit hole” when consuming media. They may watch
several YouTube videos in the same category or view several thematically similar artistic …

While Augmented reality (AR) enables consumers to experience a more vivid and
entertaining shopping experience, there is limited empirical knowledge on how this …

Do consumers engage in a consumption activity with the primary motivation of publicizing it
on social media? We define such behavior as social media-centric consumption (SMCC) …

Purpose In line with rapidly developing digitalized marketing technologies, extended service
quality has been actively investigated in the exhibition industry. The importance of distinct …