The evolving role of artificial intelligence in marketing: A review and research agenda
An increasing amount of research on Intelligent Systems/Artificial Intelligence (AI) in
marketing has shown that AI is capable of mimicking humans and performing activities in an …
marketing has shown that AI is capable of mimicking humans and performing activities in an …
Three decades of customer value research: paradigmatic roots and future research avenues
The last three decades have witnessed a resurgence of research on the topic of customer
value. In search of a comprehensive integration and analysis of this research—including …
value. In search of a comprehensive integration and analysis of this research—including …
Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty
Customer engagement is a key metric for gauging brands' social media success. Luxury
fashion brands increasingly use social media to connect with customers. This paper tests a …
fashion brands increasingly use social media to connect with customers. This paper tests a …
Demystifying the effects of perceived risk and fear on customer engagement, co-creation and revisit intention during COVID-19: A protection motivation theory …
RA Rather - Journal of Destination Marketing & Management, 2021 - Elsevier
Applying protection motivation theory, the purpose of this study is to investigate the effects of
social media on customer brand engagement (CBE) and their consequent impact on co …
social media on customer brand engagement (CBE) and their consequent impact on co …
Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors
Consumers increasingly interact with multimedia posts shared by peers on social media
(SM) platforms. Drawing upon service-dominant logic (SDL) and the information adoption …
(SM) platforms. Drawing upon service-dominant logic (SDL) and the information adoption …
The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro
The paper assesses the ways in which digital transformation in Montenegro influences the
use of digital marketing in business, determining the impact of this concept on promotion …
use of digital marketing in business, determining the impact of this concept on promotion …
First-time versus repeat tourism customer engagement, experience, and value cocreation: An empirical investigation
RA Rather, LD Hollebeek… - Journal of Travel …, 2022 - journals.sagepub.com
Though customer engagement (CE) and customer experience (CX) are recognized as key
research priorities, empirically derived insight into their association with tourism customers' …
research priorities, empirically derived insight into their association with tourism customers' …
Building value co-creation with social media marketing, brand trust, and brand loyalty
Value co-creation has emerged as a critical challenge for fashion brands in the age of social
media. Despite its importance, scholars have not adequately explored the role of social …
media. Despite its importance, scholars have not adequately explored the role of social …
I want it my way! The effect of perceptions of personalization through augmented reality and online shopping on customer intentions to co-create value
As technology further expands, the relationship between customers and organizations
becomes even more idiomatic, as witnessed by personalized recommendations on websites …
becomes even more idiomatic, as witnessed by personalized recommendations on websites …
Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems
Purpose Innovative firms have rapidly developed artificial intelligence (AI) capabilities into
their service ecosystems, essentially changing perceptions of what is service quality and …
their service ecosystems, essentially changing perceptions of what is service quality and …