... 2025 18 06 2025 24 09 2025 19 12 2025 28 02 2026 19 03 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Digital marketing Brand cross-boundary cooperation Brand trust Perceived coolness Consumer traditionality...

..., this study broadens its scope to the wider domains of digital marketing and branding. Vibhav Singh can be contacted at: notifyvibhav@gmail.com Disclosure statement: There are no competing interests to declare. 18 07 2025 15 09 2025 04 11 2025 15 12 2025 30 12...

... a competitive advantage in the emerging virtual tourism marketplace. Originality/value This study enriches the digital marketing and consumer behavior literature by empirically validating the S-O-R framework in a metaverse tourism context. It demonstrates the pivotal role of brand coolness as a mediator...

... © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Augmented reality marketing Literature review Bibliometric analysis Digital marketing Consumer interaction Sutherland (1965) first introduced the concept of a see-through head-mounted...

...Hafizah Omar Zaki; Dahlia Fernandez; Omkar Dastane; Aini Aman; Soliha Sanusi Purpose This study unravels the intellectual structure of virtual reality (VR) in digital marketing (DM) research, identifies core research gaps and presents future research avenues. The study also conducts a performance...

...Darlin Apasrawirote; Kritcha Yawised; Paisarn Muneesawang Purpose This study aims to advance the understanding of digital marketing capability by conducting a comprehensive, systematic review of relevant literature at the firm level. Design/methodology/approach The study utilizes...

... corporate rebranding). Stakeholder management Corporate branding Brand meaning Rebranding Digital marketing In the digital era, marketing managers have lost the ability to exercise complete control or even to claim full ownership over their brands (Christodoulides, 2009). Positive...

... depend on the consumption medium (mobile/desktop)? Ad performance Ad extensions Ad rank Digital marketing Sponsored search The next section presents a review of relevant literature. The methodology used in this study is detailed in Section 3. Various factors affecting the efficacy...

... their decsions on anecdotal case studies and reports in the popular press. This study contributes to fulfilling the need for research evidence. Smartphone Mobile marketing Digital marketing Purchase intention Technology adoption Mobile technology Consumer behaviour The mobile phone is one...