Increased access to various kinds of consumer data has opened up new avenues of value
creation for companies, but it also poses new challenges. The proliferation of digital data …

Purpose This article is based on a systematic and comprehensive review of the literature on
two-sided platforms, the business structure based on the concept of matchmaking groups of …

Over the past 15 years, digital media platforms have revolutionized marketing, offering new
ways to reach, inform, engage, sell to, learn about, and provide service to customers. As a …

Digital platforms that aggregate products and services, such as Google Shopping or
Amazon, have emerged as powerful intermediaries to brand offerings, challenging …

Purpose With the popularity of social media and, recently, live streaming, internet celebrity
endorsements have become a prevalent approach to content marketing for e-commerce …

Internet usage continues to explode across the world with digital becoming an increasingly
important source of competitive advantage in both B2C and B2B marketing. A great deal of …

Social media are becoming ubiquitous and need to be managed like all other forms of
media that organizations employ to meet their goals. However, social media are …

Despite the popular use of social media by consumers and marketers, empirical research
investigating their economic values still lags. In this study, we integrate qualitative user …

Crowd-funded markets have recently emerged as a novel source of capital for
entrepreneurs. As the economic potential of these markets is now being realized, they are …

Our newly digital world is generating an almost unimaginable amount of data about all of us.
Such a vast amount of data is useless without plans and strategies that are designed to cope …