Marketing Intelligence & Planning
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The dark side of artificial intelligence in marketing: meta-analytics review
Mojtaba Barari, Lars-Erik Casper Ferm, Sara Quach, Park Thaichon, Liem NgoArtificial intelligence (AI) has become a pivotal technology in both marketing and daily life. Despite extensive research on the benefits of AI, its adverse effects on customers…
Empowering co-creation of services with artificial intelligence: an empirical analysis to examine adoption intention
Rajat Kumar Behera, Pradip Kumar Bala, Nripendra P. Rana, Zahir IraniCo-creation of services (CCOS) is a collaborative strategy that emphasises customer involvement and their expertise to increase the value of the service experience. In the service…
Investigating consumers’ adoption of electric vehicles: a perceived value-based perspective
Pankaj VishwakarmaThe current work aims to understand the consumers’ adoption of electric vehicles (two-wheelers) from their value perspective by utilizing the value-based adoption model.
Planning Facebook message strategy and creative appeal for effective ad engagement – an exploratory study
Dorit Zimand Sheiner, Ofrit Kol, Shalom LevyStudying the effect of social media advertising on consumer engagement, this study analyzes the impact of shared-experience versus personal message strategies, informational…
Influencer marketing: explaining the effects of influencer self-presentation strategies on brand responses through source credibility
Eva A. van Reijmersdal, Marieke Walet, Andrea GudmundsdóttirSelf-presentation is an important aspect of influencer marketing. Drawing upon self-presentation theory and source credibility theory, this study aimed to unravel how the…
Consumer reactions to attacks against cherished brands
Li Keng Cheng, Chung-Lin ToungBecause of an increase in consumer awareness and the ease of information dissemination on the Internet, brands have increasingly become the target of online criticism. Several…
The effects of game mechanics on user retention in using social live streaming services
Hung-Tai Tsou, Yu-Hsun Lin, Pui Yan LooSocial live streaming services (SLSS) have infused gamification into interface design and feature applications. Firms adopt gamification mechanisms to win customer loyalty in the…
How visual angle influences product recommendations in response to two-sided messages
Sari Winahjoe, Widya Paramita, Frances Seowon Jin, Tung Moi Chiew, Arnold Japutra, Felix SeptiantoTwo-sided messages in advertising, which contain both negative and positive information, can have varying effects on persuasion. Thus, it is crucial to understand the conditions…
Gastronomic manifestation in the function of branding a tourist destination
Slobodan Čavić, Nikola Ćurčić, Nikola Radivojevic, Jovana Gardašević Živanov, Marija LakićevićThe paper examines the role and significance of gastronomic manifestations in the context of destination branding, within the framework of image transfer mechanisms and the…
Does firm-created social media communication develop brand evangelists? Role of perceived values and customer experience
Muhammad Sohaib, Asif Ali Safeer, Abdul MajeedThe social media communication of luxury service firms remains largely unexplored. This study explores the influence of firm-created social media communication (FCSMC) on…
Augmented reality: the key to unlock customer engagement potential
Muruganantham Ganesan, B. Dinesh KumarThis study aims to investigate the impact of customer perceptions of Augmented Reality (AR) attributes such as augmentation, interactivity and vividness on attitudes towards AR…
Transforming customer engagement with artificial intelligence E-marketing: an E-retailer perspective in the era of retail 4.0
Rajat Kumar Behera, Pradip Kumar Bala, Nripendra P. Rana, Raed Salah Algharabat, Kumod KumarWith the advancement of digital transformation, it is important for e-retailers to use artificial intelligence (AI) for customer engagement (CE), as CE enables e-retail brands to…
Subscription intentions for ChatGPT plus: a look at user satisfaction and self-efficacy
Hyeon JoThis study examines the key determinants of subscription intentions for ChatGPT Plus (paid version) in business settings, focusing on tasks such as system quality, information…
The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation
Jiemei Zhang, Bingxin Tang, Bei Lyu, Zhaoran SongThis study explores how businesses can effectively market functional and emotional benefits through virtual corporate social responsibility co-creation (VCSRC) initiatives. The…
Influence of website quality on online impulse buying behaviour: a systematic review of literature
Aastha Kathuria, Apurva BakshiOnline impulsive purchasing is growing exponentially, and website-related factors play a substantial role in this phenomenon. This study provides a comprehensive and integrative…
When time drives search effort: the effect of assortment variety on visual attention to SKU pricing
Wagner Junior Ladeira, Vinicius Nardi, Marlon Dalmoro, Fernando de Oliveira Santini, William Carvalho Jardim, Debdutta ChoudhuryUnderstanding the effect of assortment composition on attentional levels is an essential topic for academic researchers and practitioners. This work has important implications…
Unveiling hidden patterns between managerial assumptions, international market orientation, and performance: an unexplored journey into Japanese SMEs
Allam Abu Farha, Said Elbanna, Osama Sam Al-kwifi, Satoko UenishiThis study seeks to investigate how managerial assumptions shape international market orientation (IMO) and how IMO, in turn, affects the performance of small and medium-sized…
Celebrity endorser scandal: a literature review and future research agenda
Keshan (Sara) WeiIn recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals…
Why do athletes consume luxury brands? A study on motivations and values from the lens of theory of prestige consumption
Halil Erdem Akoğlu, Kadir Yildiz, Sushant KumarAlthough extant literature exists on luxury consumption, limited studies have focused on motivation and values to consume luxury brands among athletes. The study aims to uncover…
Impact of exogenous brand crises on consumer behaviour
Kalpana Chandrasekar, Varisha RehmanGlobal brands have become increasingly vulnerable to external disruptions that have negative spillover effects on consumers, business and brands. This research area has recently…
Engage to co-create! The drivers of brand co-creation on social commerce
Saiyara Nibras, Tjong Andreas Gunawan, Garry Wei-Han Tan, Pei-San Lo, Eugene Cheng-Xi Aw, Keng-Boon OoiConsumers nowadays are no longer bystanders in the process of production but are proactive collaborators with the power to co-create value with brands. This study aims to explore…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss