Issues

Special issue: Digital Strategy Design & Transformation in International Marketing. Guest Editors: Michael Christofi, Grigorios Lamprinakos, Duc Khuong Nguyen and Phuong Tra Tran

Assessing the impact of digital transformation capability for international market growth: the role of leadership support

Yatish Joshi; Sheshadri Chatterjee; Ranjan Chaudhuri; S.M. Riad Shams; Chrysostomos Apostolidis
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Unveiling the potential of digital human avatars in modern marketing strategies

Fabio Goncalves de Oliveira; Maksim Belitski; Nada Kakabadse; Nicholas Theodorakopoulos
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Big-data AI analytics in value-chain innovation and international marketing strategy: insights from SMEs in cultural and creative industries

Zupan Zong; Muhammad Azfar Anwar; Sana Khan; Fahad Asmi; Nazim Hussain
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Digital transformation portrays a play or ploy for brands: exploring the impact of green gamification as a digital marketing strategy

Abaid Ullah Zafar; Aqsa Sajjad; Reeti Agarwal; Grigorios Lamprinakos; Muhammad Zafar Yaqub
View articletitled, Digital transformation portrays a play or ploy for brands: exploring the impact of green gamification as a digital marketing strategy
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Understanding customers’ intentions to use AI-enabled services in online fashion stores – a longitudinal study

Mustafeed Zaman; K. Mohamed Jasim; Rajibul Hasan; Shahriar Akter; Demetris Vrontis
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The effects of AI-generated advertisements on customer engagement and emotions based on Hofstede’s cultural dimensions: a study from the generation Z international optic

Constantinos Vasilios Priporas; Shahzeb Hussain; Hafizur Rahman
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Discovering the impact of emerging technologies on SMEs’ digital marketing strategies: a conceptual framework

Claudia Spilotro; Giustina Secundo; Pasquale Del Vecchio
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The role of artificial intelligence capabilities in enhancing export performance: a study of ambidexterity and dynamic capabilities

Sachin Kumar; Vandana; Vinod Kumar; Sheshadri Chatterjee; Marcello Mariani; Alfredo De Massis
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Multi-stakeholder approach in MNEs’ product advertising: evolutionary paths of content and language

Chiara Civera; Cecilia Casalegno; Brigida Morelli; Cristian Rizzo
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Integrating SMEs market and technology orientation: an exploration of digital technological opportunism, agility, future focus and performance

Pradeep Kautish; Subrat Sarangi; Sai Lan; Ankit Mehrotra; Aspasia Simillidou
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The adoption of non-fungible tokens (NFTs) in brand-customer interactions: engagement tool or hype?

Gianluca Centraco; Gabriele Santoro
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Chatbot marketing efforts in the era of artificial intelligence: The moderating role of individualism

Angelica Niros; Meletios I. Niros; George Baltas; Apostolos Giovanis; Grigorios Painesis
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