... and processing, human–computer interaction algorithms and AI-based platforms. The transformations due to AI in branding involve dynamic digital marketing, changes in distribution channels, personalized brand communications, dynamic pricing, adaptive business strategies, enhanced cybersecurity, development...

... potential for lead generation, network building and global expansion. It addresses a critical research gap on LinkedIn’s effectiveness as a digital marketing tool for SMEs seeking sustainable growth abroad. Design/methodology/approach Grounded in an action research approach, this exploratory...

...Dario Natale Palmucci; Fauzia Jabeen; Gabriele Santoro Purpose This paper aims to investigate how startups can transform digital marketing activities based on a linear, campaign-based sequence into an adaptive system of continuous feedback loops by integrating artificial intelligence (AI...