...Chengping He; Jie Ren Purpose This study aims to investigate the interaction effect between two similar yet distinct forms of sponsored search advertising (SSA) on an e-commerce platform: SSA_Taobao (SSA for Taobao stores) and SSA_Tmall (SSA for Tmall stores). Furthermore, it examines how intra...

... performance in Chinese e-commerce SMEs. Design/methodology/approach Drawing from dynamic capabilities theory (DCT) and the resource-based view (RBV), and using survey data from 317 marketing managers and executives, we combined partial least squares structural equation modeling (PLS-SEM) analysis...

... Limited Licensed re-use rights only Scale development Validation Perceived artificial intelligence usefulness E-commerce Online shopping Digital technologies have revolutionized businesses across the world. In the current era of digitalization, the marketplace has evolved into a market...

... Publishing Limited Licensed re-use rights only Digital marketing Influencer marketing Integrated marketing communications e-commerce Branding GINA Funding details: No financial support was received from anyone for this research. Consumers’ online engagement...

... experimental designs and mediation analyses to uncover how cultural lay beliefs influence trust patterns across cultures in e-commerce platforms. Findings The findings suggest that Americans tend to rely on individual integrity trust cues. In contrast, Mainland Chinese rely on social monitoring and trust...

... 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only E-commerce Online review Rating scale format Review helpfulness Review credibility Today, as firms increasingly rely on online reviews, products and services with higher customer...

...Vibhav Singh; Niraj Kumar Vishvakarma; Vinod Kumar Purpose Due to the extreme competition in the e-commerce landscape, online companies resort to driving extra profits by manipulating user decisions via manipulative user interfaces and tricks, known as dark patterns. Although many online users...

...Martin Klepek; Daniel Kvíčala Purpose The purpose of this paper is to identify how fashion and cosmetics e-stores compete and grow to help e-commerce managers set the corresponding marketing strategy. It describes the relevance of customer acquisition and retention to market share as the essential...

... E-commerce Empirical research Theory Online relationship marketing Theoretical insights Relationship marketing has been shown to generate strong customer relationships that enhance customer satisfaction, customer loyalty and firm profits (Firdaus and Kanyan, 2014). It stresses...

... the relationships between the constructs mentioned above and CBBE. Brand equity World Wide Web E-commerce Literature In the modern era, the advent of information technology has provided a powerful edge to word of mouth (WOM) communication by allowing the consumers to gather information from other...

.... Small firms will make more sophisticated use of the Internet than larger firms. © MCB UP Limited 2002 Internet E‐commerce Relationship marketing Marketing strategy Creation of a loyal and satisfied customer base is an important determinant of marketing success, as research shows...

... in the “new economy”. The regulatory changes in the financial services industry and the explosion in the use of the Internet for e‐commerce have given rise to unforeseen competitors in the banking industry – the “non‐bank” financial services providers and the “pure” Internet banks. These competitors...