A variety of business sectors have been buffeted by the diffusion of mobile technology, a
trend that presents a variety of difficult challenges but interesting opportunities to marketers …

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 …

Neuromarketing, an emerging subject and generating diverse body of knowledge in the
extant literature, this study aims to present qualitative and quantitative knowledge of the …

Online platforms have emerged as a dominant business model in numerous industries in the
new millennium. In light of the substantial and burgeoning body of empirical platform …

The purpose of this manuscript is to understand how the elements of the game apps impact
the intention of purchase of a consumer with the mediating effect of perceived enjoyment …

Behavioral science and machine learning have rapidly progressed in recent years. As there
is growing interest among behavioral scholars to leverage machine learning, we present …

Can screen-time applications help to control smartphone usage? Maladaptive consumption
in the form of smartphone overuse is a concern for many consumers. As a solution, screen …

Television, the predominant advertising medium, is being transformed by the microtargeting
capabilities of set-top boxes (STBs). By procuring impressions at the STB level (often …

This article develops a dynamic model of retail competition and uses it to study the impact of
the expansion of a new national competitor on the structure of urban markets. In order to …

The “freemium” model for digital goods involves selling a base version of the product for
free, and making premium product features available to users only on payment. The success …