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INTEREST CATEGORY: MARKETING RESEARCH
POSTING TYPE: TOCs

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Marketing analytics in 2024 conferences: AI and data-driven decision-making
—Maria Petrescu, Anjala S. Krishen []

Combined importance–performance map analysis (cIPMA) in partial least squares structural equation modeling (PLS–SEM): a SmartPLS 4 tutorial
—Marko Sarstedt, Nicole F. Richter, Sven Hauff, Christian M. Ringle []

Company social irresponsibility and customer boycott intention in times of crisis
—Halit Keskin, Emel Esen, Sıddık Bozkurt []

Artificial intelligence in business-to-business (B2B) sales process: a conceptual framework
—Michael Rodriguez, Robert Peterson []

Hey ChatGPT: an examination of ChatGPT prompts in marketing
—Wondwesen Tafesse, Bronwyn Wood []

Disentangling the relationship between trust, online buying, and customer satisfaction: a three-way interaction model
—Jeeva Venkatakrishnan, Ravikumar Alagiriswamy, Satyanarayana Parayitam []

Variable science mapping as literature review method
—Przemyslaw Tomczyk, Philipp Brüggemann, Justin Paul []

Mapping sharing economy themes: science mapping, topic modeling, and research agenda
—Ahmed Gamal ElKattan, Diana Gavilan, Mohamed Hamed Elsharnouby, Amira Fouad Ahmed Mahran []

Creating meaningful insights from customer reviews: a methodological comparison of topic modeling algorithms and their use in marketing research
—Gül Yazıcı, Tuğçe Ozansoy Çadırcı []

Drivers and consequences of consumer alienation in the French retail banking sector
—Souheila Kaabachi, Selima Ben Mrad, Ahmed Anis Charfi, Monyédodo Régis Kpossa, Bay O’ Leary []

A gateway toward truly responsive customers: using the uplift modeling to increase the performance of a B2B marketing campaign
—Meltem Sanisoglu, Sebnem Burnaz, Tolga Kaya []

Optimizing mobile in-app advertising effectiveness using app publishers-controlled factors
—Vinh Truong []

The central role of consumer–brand engagement in product and service brand contexts
—T. Ndhlovu, T. Maree []

Analytical model to measure the effectiveness of content marketing on Twitter: the case of governorates in Colombia
—Anabel Guzmán Ordóñez, Francisco Javier Arroyo Cañada, Emmanuel Lasso, Javier A. Sánchez-Torres, Manuela Escobar-Sierra []

Drivers of sustained brand engagement: cases of long-term customers of hedonic and utilitarian brands in Japan
—Chikako Ishizuka, Kei Aoki []

The intangible values of live streaming and their effect on audience engagement
—Kah Yi Leong, Jessica Sze Yin Ho, Shehnaz Tehseen, Eiad Yafi, Tat-Huei Cham []

Sales force control in the area of value-based selling and Industry 4.0: smart self-control based on salesperson business model
—Saïd Echchakoui, Riadh Ladhari []

Measuring the effects of customized targeted promotions on retailer profits: prescriptive analytics using basket-level econometric analysis
—Alexander Chaudhry, Carrie Heilman, P. B. Seetharaman []

Unveiling the power of video sentiment analysis for predicting advertising effectiveness: exploratory research on femvertising
—Nicolas Hamelin, Ramy A. Rahimi, Sivapriya Balaji, Irina Pismennaya, Nhat Quang Bui, Hong Anh Ta []

AI technologies in the analysis of visual advertising messages: survey and application
—Larisa Sharakhina, Irina Ilyina, Dmitrii Kaplun, Tatiana Teor, Valeria Kulibanova []

Mapping borrowers’ and lenders’ interactions according to their dark financial profiles
—Olivier Mesly, Hareesh Mavoori []