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Establishing the link: Does web traffic from various marketing channels influence direct traffic source purchases?
Marketing professionals and business owners strive to evaluate the effectiveness of their marketing investments. With multiple marketing channels at...
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Direct mail to prospects and email to current customers? Modeling and field-testing multichannel marketing
Multichannel retailers need to understand how to allocate marketing budgets to customer segments and online and offline sales channels. We propose an...
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Entrepreneurs' competency, marketing innovation, and enterprise growth: uncovering the mediating role of marketing innovation
Despite their large numbers, the vertical growth of micro, small, and medium enterprises (MSMEs) is not readily apparent, even though they have a...
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Direct Marketing in the Kenyan Public Sector
Prior to the adoption of web-based technologies and the liberalisation of the economy, the Kenyan public sector depended more on traditional public...
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From Direct Marketing Toward Interactive Marketing: The Evolving Interactive Marketing Tools
Interactivity has become a crucial aspect of marketing. It allows companies to connect with their customers, often resulting in positive outcomes....
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Influencer marketing research: a systematic literature review to identify influencer marketing threats
This study aims to identify and classify the influencer marketing threats mentioned overtly or implicitly in previous studies on brand use and future...
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Customer feature selection from high-dimensional bank direct marketing data for uplift modeling
Uplift modeling estimates the incremental impact (i.e., uplift) of a marketing campaign on customer outcomes. These models are essential to banks’...
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Digital marketing of nutraceutical and pharmaceutical supplements: marketing ethics and consumer comfort
The article provides the primary material for scholarly discourse in digital marketing science related to online consumer behavior analysis for...
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Contours of the marketing literature: Text, context, point-of-view, research horizons, interpretation, and influence in marketing
The marketing literature is the elemental material out of which all of our academic articles are created. It is not possible to conduct an empirical...
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The role of absorptive capacity in the use of digital marketing analytics for effective marketing decisions
According to the literature, companies that use consumer data from digital marketing can have better results than those that do not. However,...
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How the metaverse influences marketing and competitive advantage of retailers: predictions and key marketing research priorities
Retail is one of the sectors that Metaverse will strongly implicate. Given the hypothetical convergence of physical and the Metaverse shop**...
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The relationship between the quality of big data marketing analytics and marketing agility of firms: the impact of the decision-making role
Against the backdrop of the resource-based and dynamic capabilities view, this paper examines the impact of technology and information quality on...
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The role of marketing in new ventures: How marketing activities should be organized in firms’ infancy
Although marketing activities are vital for new ventures (NVs) to ensure growth and survival, previous research is silent on how to organize them in...
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Generative AI and Usage in Marketing Classroom
This article examines the role of Generative Artificial Intelligence (GenAI) in the context of marketing education, highlighting its substantial...
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How within-person research can extend marketing knowledge
Much existing research in marketing examines theory using between-persons research designs, yet draws implications that are based on within-person...
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Direct and Indirect Marketing, Sales Promotion and Public Relations
Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a...
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Godfather Marketing: offering favors before products
Disruptive shifts in the current environment are engendering uncertainty, radically changing market relationships and consumers’ priorities. This...
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Hey ChatGPT: an examination of ChatGPT prompts in marketing
Marketing is one of the areas where large language models (LLMs) such as ChatGPT have found practical applications. This study examines marketing...
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Predicting and optimizing marketing performance in dynamic markets
Our world is turbulent: ecological, social, political, technological, economic, and competitive business environments change constantly. Consumers...
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Dynamic interplays between online reviews and marketing promotions
Customer reviews, price discounts, and free ship** are powerful drivers of online purchases. Prior research demonstrates their direct effects on...
