The prevalence of mobile usage data has provided unprecedented insights into customer
hyper-context information and brings ample opportunities for practitioners to design more …

This paper summarizes the display advertising literature, organizing the content by the
agents in the display advertising ecosystem, and proposes new research directions. In doing …

Marketers are adopting increasingly sophisticated ways to engage with customers
throughout their journeys. We extend prior perspectives on the customer journey by …

Artificial Intelligence (AI) techniques are reshaping academic and managerial practice and
providing an array of opportunities to leverage data for insights into consumer behavior …

Marketers increasingly use behavioral targeting in location-based mobile marketing
(LBMM). However, highly personalized marketing messages like this may backfire by …

The proliferation of omnichannel practices and emerging technologies opens up new
opportunities for companies to collect voluminous data across multiple channels. This study …

The rise of the sharing economy has disrupted traditional industries and has had many
unforeseen societal impacts. This has sparked policy debates on whether and how the …

Purpose The purpose of this study is to examine how phygital luxury experiences can be
generated from mobile-mediated service activities while enabling luxury apparel shoppers …

The online channel has been crucially important for traditional offline retail stores since e-
commerce transformed the retail landscape in the last decade (Brynjolfsson et al. 2009; Cao …

The personalization–privacy paradox persists because consumers appreciate the value of
personalization, yet marketers' exploitation of consumers' personal information to provide …