Earlycite

Research Article May 15 2026
Market orientation in higher education: a student-focused scale validation
Julián Eduardo Bucheli-Sandoval; Rodolfo Casadiego-Alzate
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-07-2024-0194
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Research Article May 11 2026
From natural cues to brand trust: the role of green values and pride
Manoj Das; Kirti Goyal
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-08-2025-0265
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Research Article May 4 2026
Elucidating continued usage of mobile wallets application from the lens of extended expectation-confirmation model
Pankaj Kumar Singh; Deepak Jaiswal; Anish Yousaf
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-12-2024-0319
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Research Article April 16 2026
How streamer attributes shape buying behaviors through emotional trust and viewer engagement
Mai Thi Thuy Linh; Nguyen Tran Le Na; Pham Tien Thanh; Pham Vu Thinh
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-09-2025-0311
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Research Article April 15 2026
Green apparel and Generation Z’s purchase intention: the moderating role of eWOM
Smriti Mathur; Alok Tewari; Avinash K. Shrivastava; Preeti Sharma
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-05-2024-0142
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Research Article April 13 2026
The influence of Electronic Word-of-Mouth (eWOM) on museum visit intention: an application of the IAM and IACM models
Alberto Azuara-Grande; José Ramón Sarmiento-Guede; María García-de-Blanes-Sebastián; Daniel Corral-de-la-Mata
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-11-2025-0385
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Research Article April 8 2026
Phygital marketing: transforming engagement and satisfaction of the Indian digital natives
Anchal Luthra; Shivani Dixit; Anamica Singh; Seema Garg
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-07-2024-0204
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Literature Review April 7 2026
Brand heritage: bridging the past and future through a systematic literature review and research agenda
Fernando Rey Castillo-Villar
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-07-2025-0197
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Research Article April 6 2026
Why omnichannel shoppers adopt – or resist – AR try-on: a behavioural reasoning perspective
Neha Sharma; Muhammed Sajid; Nirankush Dutta
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-01-2025-0031
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Research Article February 24 2026
Examining the motivations of Tik Tok use on consumer-related brand online activities on (COBRAs) and purchase intentions via TikTok among generation Z
Maria Santos-Corrada; Jose A. Flecha-Ortiz; Evelyn Lopez-Gonzalez; Virgin Dones-Gonzalez; Melissa Cortina-Mercado
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-06-2024-0154
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Research Article February 18 2026
Decoding the mechanisms of extended reality-enhanced e-commerce on customer engagement: a mixed methodological approach
Pooja Deswal; Pranay Verma
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-09-2024-0261
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Research Article February 9 2026
Limited-edition packaging and brand type effects on consumer outcomes
Raja Ahmed Jamil; Abdul Qayyum; Adnan Muhammad Shah; KangYoon Lee
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-06-2025-0193
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Literature Review January 27 2026
Thematic evolution of green marketing over the past decades
Muhammad Sarwar; Sandra Maria Correia Loureiro
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-12-2024-0350
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Erratum January 20 2026
Erratum notice: Examining the role of parasocial interactions in generating the bandwagon effect: a parallel mediation and multigroup analysis
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-01-2026-0006
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Research Article January 12 2026
The role of smart technologies in shaping tourist experience
Héctor San Martín; Jesús Collado; Angel Herrero
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-08-2025-0253
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Literature Review January 9 2026
Time pressure and shopping behaviour in retailing: a review and research agenda
Bibek Guha Sarkar; Ritu Mehta
Spanish Journal of Marketing - ESIC (2026) https://doi.org/10.1108/SJME-01-2025-0028
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Research Article December 25 2025
Live streaming e-commerce: the relationship of interactivity and co-experience on consumer engagement
Atik Aprianingsih; Ira Fachira; Margareth Setiawan; Irsa Indriati Pratiwi
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-11-2023-0322
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Research Article December 23 2025
Understanding AR adoption: consumer motivations, barriers, and occupational differences
Sumedha Chauhan; Sandeep Goyal; Sandip Mukhopadhyay
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-05-2024-0136
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Research Article December 19 2025
Factors influencing female Generation Y digital nomad consumers’ adoption of YouTube beauty vlogs’ informational content
Ayesha Lian Bevan-Dye
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-12-2024-0328
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Literature Review December 17 2025
How technology and innovations drive personalization in the fashion and textile industry: a systematic literature review and future research agenda
Meeta Dasgupta
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-12-2024-0334
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Research Article December 17 2025
When more is less: information overload and fatigue in live streaming commerce
Linlin Zhang; Jasmine A.L. Yeap
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-11-2024-0312
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Research Article December 17 2025
Business relationships in digital transformation
Marco Aurélio Fragomeni
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-06-2024-0180
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Research Article November 19 2025
Examining fashion conspicuous consumption from a self-congruity perspective: a moderated mediation model
Parthasarathi Das; Indirah Indibara
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-11-2024-0311
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Research Article November 17 2025
Examining the role of parasocial interactions in generating the bandwagon effect: a parallel mediation and multigroup analysis
Zeeshan Majeed Nadroo; Nirma Sadamali Jayawardena; Mohammad Asif Naqshbandi; Park Thaichon
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-08-2024-0233
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Research Article October 9 2025
Exploring factors that enhance customer engagement with social commerce
Heba E. Hassan
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-11-2023-0319
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Literature Review September 4 2025
Navigating the digital frontier: understanding shopping behavior in the metaverse through an SLR lens
Kalidas Kaman; Arun Kumar Deshmukh
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-12-2024-0327
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Literature Review September 2 2025
Navigating the AI revolution in customer service: a bibliometric analysis
Akanksha Khanna; Sachu Sarasan; Sunil M P
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-08-2024-0228
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Research Article September 2 2025
Ranking of motives for posting fake reviews
Anjali Thukral; Nidhi Aggarwal; Chand Prakash Saini; Pooja Kapoor
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-07-2024-0188
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Research Article August 25 2025
Understanding consumer perspectives on remanufactured products: an integrative literature review and research agenda
Valeriia Lastovetskaia; Jasenko Flodin Arsenovic; Jelena Kurilova-Palisaitiene; Lars Witell
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-11-2024-0294
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Research Article May 27 2025
Consumer resistance to AI chatbots: barriers and impacts on negative word-of-mouth
Ahmed Taher Esawe
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-07-2024-0187
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Research Article May 27 2025
Exploring the relationship between sustainability perceptions and brand value: how and why does perceived sustainability affect brand value?
Gabriela Salinas; Carmen Abril
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-08-2024-0240
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Research Article May 23 2025
Effect of user and firm-generated content on usage intention of sports brands across social media platforms
Jefin Antony; Ajay Joseph; M.A. Akhil
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-02-2024-0038
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Literature Review May 22 2025
Unpacking maximizing in consumer choices: a systematic literature review and research agenda
Irfan Shamim; Geetha Mohan
Spanish Journal of Marketing - ESIC (2025) https://doi.org/10.1108/SJME-06-2024-0166
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