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1-4 of 4
Keywords: Digital marketing
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Journal Articles
Deciphering explaining mechanisms in Metaverse research: a systematic review and theoretical framework for business innovation
Available to Purchase
Journal of Research in Interactive Marketing 1–30.
Published: 22 May 2026
... 2025 09 01 2026 10 01 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Metaverse Mediating variables Immersive technologies Consumer engagement Digital marketing Strategic innovation The Metaverse has rapidly evolved...
Includes: Supplementary data
Journal Articles
Recommender systems impact on Platform’s content and outcomes: the role of providers and algorithm designs
Available to Purchase
Journal of Research in Interactive Marketing (2025) 19 (6): 917–935.
Published: 02 January 2025
... Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Recommender systems Sales diversity Digital marketing Platform design Recommender systems have become an essential part of many interactive digital platforms, assisting users in their decision-making processes...
Includes: Supplementary data
Journal Articles
Content marketing capability building: a conceptual framework
Available to Purchase
Journal of Research in Interactive Marketing (2020) 14 (1): 133–151.
Published: 11 March 2020
... focused on: content type; content communication characteristics; and content centrality. Content marketing Marketing strategy Brand values Capability building Social media Digital marketing Online marketing Social media marketing Facebook Value Digital growth Digitalisations...
Journal Articles
Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models
Available to Purchase
Journal of Research in Interactive Marketing (2019) 13 (2): 179–203.
Published: 01 March 2019
...Wendy Ritz; Marco Wolf; Shaun McQuitty Purpose This paper aims to examine small business’ participation in digital marketing and to integrate the do-it-yourself (DIY) behavior model and technology acceptance model (TAM) so as to explore the motivations and expected outcomes of such participation...
