...@kntu.ac.ir 28 08 2025 29 11 2025 05 04 2026 09 06 2026 12 06 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Customer equity Customer lifetime value Machine learning Markov chain Marketing The modern service...

...Rajat Kukreti; Mayank Yadav Purpose This article reviews the expanding literature on artificial intelligence in marketing (AIM) to address a central unresolved challenge. Although AIM is commonly associated with efficiency, personalization and engagement gains, empirical findings remain fragmented...

...Kwabena Abrokwah-Larbi Purpose This study aims to explore the role of marketing using generative artificial intelligence (GenAI) in the competitive marketing performance of small businesses (SMBs), utilising the Resource-Based View (RBV), Dynamic Capabilities (DC), and the Technology-Organisation...

...Muhammad Asif; Hashem Fazel; Faten Saleh Alghamdi Purpose In marketing, virtual reality (VR) and augmented reality (AR) provide innovative ways to connect with audiences, transforming traditional advertising into dynamic and engaging storytelling. The purpose of this study is to explore ethical...

... insights suggest marketing has much to offer sustainability through the use of the brand. An extended brand co-creation framework highlights the importance of embedding sustainability and viewing the consumer as central to mobilising SDG12. Practical implications An important concern is to ensure...

... market) need not spend time and money on marketing, advertising, and promotions in order to try to allay consumers' anxiety when it comes to their uptake in the different digital currencies. Rather, this would allow the FinTech firms and banks to allocate resources to focus their attention on marketing...

...Shahrzad Yaghtin; Hossein Safarzadeh; Mehdi Karimi Zand Purpose The main objective of this study is identification of the key factors in planning digital content marketing (DCM) strategy in line with the corporate's main marketing objectives in the B2B sector. Design/methodology/approach...

...Ruchi Mishra; Onkar Nath Mishra Purpose The purpose of this paper is to propose a novel hybrid approach to assess marketing-based flexibility with respect to its source factors, enablers and attributes. Design/methodology/approach The study demonstrates an application of a hybrid principal...

...Aziz Madi Purpose – Although social networking sites (SNS) are providing marketers a lot of information, it is also providing consumers with the ability to present their virtual identities, limiting the benefit of such information. The purpose of this paper is to understand how marketers can...

...Vanessa Ratten and Nnamdi Madichie; Damian Gallagher; Christina O'Connor; Audrey Gilmore Purpose – The purpose of this paper is to go beyond the predominantly conceptual or normative approach found in the market segmentation literature and focus not only on its actual application but to review...

...Douglas Brownlie Purpose – The purpose of this paper is to discuss how discourse and figure nurture the narrative “capital” available to the community of marketing scholars through expanding its horizon of translational frames. It specifically discusses one such translational frame as presented...

...Aron O'Cass; Deborah Griffin Purpose – While social marketing has been utilised to bring about positive social change, ultimately, the decision to engage in prosocial behaviour resides with the individual. The purpose of this paper is to explore the determinants and outcomes of prosocial...

... donation intentions and behaviour has never been refuted through SEM procedures. © Emerald Group Publishing Limited 2015 Marketing Theory of planned behaviour Charity Money donation Charity has been attributed to giving that includes not only the blood donations but a wide range...

... are brand loyalty (BL), brand association (BAS), perceived quality (PQ), and brand awareness (BA). COO showed weaker influence and different order, in descending order are BA, PQ, BL, and BAS. Originality/value – Role of WOM in marketing has been extensively discussed by researchers. It is generally...

... significant differences among them and provides a detailed view that has not been revealed to the marketers before. Originality/value – The paper not only examines a more realistic context for consumers’ marketplace choice but also is more relevant to brand managers who closely monitor their direct...

...Johannes Perret; Maria Holmlund Purpose – The role of ethical issues is growing in business and in society, but surprisingly, that role is sparsely examined in the relationship-marketing context. The purpose of this paper is to develop a framework describing the fundamentals of ethical...

...Naresh Malhotra; Satyabhusan Dash; Suraksha Gupta; Naresh Malhotra Purpose The purpose of this paper is to conceptualize a model for fostering innovation in marketing by virtue of the competitiveness that is an outcome of the collaboration between international and local firms working together...

.../approach The paper is structured in three parts. It begins with a general overview of performance measurement, followed by a description of marketing performance and metrics in particular. Then, it develops the proposed model in terms of its rationale and content. Finally, concluding remarks are presented...

...Anthony A. Hines; Barry Ardley Purpose This paper uses phenomenology as a critical theoretical lens through which to view marketing management theory. The aim is to demonstrate that it can uncover the extent to which established theory neglects the human side of marketing. Design/methodology...

...Michael Harker; Lyndon Simkin; Sally Dibb Purpose This paper aims to explore how segmentation is often undertaken in practice, highlighting problems commonly encountered. It is based on the deregulated and highly competitive UK market for energy, namely gas and electricity supply. The case...