Marketing Intelligence & Planning

This paper aims to explore factors contributing to music popularity using machine learning approaches.

The effect of startup marketing agility on new product creativity and new product performance: the moderating effect of technological turbulence

This study aims to examine the effect of marketing agility of startup companies on their new product creativity and new product performance while examining the moderating role of…

Can virtual streamers replace human streamers? The interactive effect of streamer type and product type on purchase intention

Digitally driven virtual streamers are increasingly utilized in live-streaming commerce, possessing distinct advantages compared to human streamers. However, the applicable…

A roadmap of retargeting campaigns for SMEs: a case study

Running advertising campaigns and attracting the traffic, as well as collecting information from users who have entered the website once, provides the conditions to perform…

All about Social Coupons! Evolution, Review and Research Directions

A novel phenomenon in product and service promotions, social coupons facilitate group buying at lower prices, bringing key benefits to customers, merchants and coupon…

Social media communication, consumer attitude and purchase intention in lifestyle category products: a PLS-SEM modeling

This study explores the intricate relationship between social media communication, consumer attitude and purchase intention within the context of lifestyle category products. With…

The architecture of marketing leadership: how different structures of marketing presence in the top management team drive new product performance

Prior research seldom explores the different structures of marketing presence in the top management team (MPTMT) and their impact on new product performance. In this paper, we…

Do CEO overconfidence and demographic characteristics moderate the effect of R&D investment on firm performance?

This paper aims to examine the influence of overconfident or conservative CEOs on the performance feedback of R&D investment, as well as the combined impact of CEO overconfidence…

Predicting households’ attitudes and product adoption intentions

The present study aims to examine the households’ attitudes and intentions to adopt an indoor air purifier against the smog crisis in India by using a comprehensive theoretical…

Optimizing green knowledge acquisition through entrepreneurial orientation and resource orchestration for sustainable business performance

Considering the importance of green knowledge in firms' sustainability, this study investigates the mediating mechanism of green knowledge acquisition (GKA) and the moderating…

Rebate incentive strategy for online reviews

We attempt to analyze the impact of retailer’s rebate strategy on consumer reviews and retailer’s profits.

Understanding physicians' adoption intentions to use Electronic Health Record (EHR) systems in developing countries: an extended TRAM approach

The success of an Electronic Health Record (EHR) system is determined by the numerous facilitators and obstacles that influence physicians' intentions toward using these…

Anthropomorphism of service-oriented AI and customers’ propensity for value co-creation

Artificial intelligence (AI) used in service has sparked fundamental changes in how enterprises engage their customers. AI specifically designed for customer service is denoted as…

The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies

Purpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing…

Optimizing marketing strategy: a video analysis approach

The current study analyzes product review videos of influencers to determine why they are popular among customers. The study on electrical and electronic appliances covered by…