Intl Mar Rev
Introduction
International Marketing Review, 42(4)
INTEREST CATEGORY: GLOBAL MARKETING
POSTING TYPE: TOCs
Assessing the impact of digital transformation capability for international market growth: the role of leadership support
—Yatish Joshi; Sheshadri Chatterjee; Ranjan Chaudhuri; S.M. Riad Shams; Chrysostomos Apostolidis [] []
Unveiling the potential of digital human avatars in modern marketing strategies
—Fabio Goncalves de Oliveira; Maksim Belitski ; Nada Kakabadse; Nicholas Theodorakopoulos [] []
Big-data AI analytics in value-chain innovation and international marketing strategy: insights from SMEs in cultural and creative industries
—Zupan Zong; Muhammad Azfar Anwar; Sana Khan; Fahad Asmi; Nazim Hussain [] []
Digital transformation portrays a play or ploy for brands: exploring the impact of green gamification as a digital marketing strategy
—Abaid Ullah Zafar ; Aqsa Sajjad; Reeti Agarwal; Grigorios Lamprinakos; Muhammad Zafar Yaqub [] []
Understanding customers’ intentions to use AI-enabled services in online fashion stores – a longitudinal study
—Mustafeed Zaman; K. Mohamed Jasim; Rajibul Hasan; Shahriar Akter; Demetris Vrontis [] []
The effects of AI-generated advertisements on customer engagement and emotions based on Hofstede’s cultural dimensions: a study from the generation Z international optic
—Constantinos Vasilios Priporas; Shahzeb Hussain; Hafizur Rahman [] []
Discovering the impact of emerging technologies on SMEs’ digital marketing strategies: a conceptual framework
—Claudia Spilotro; Giustina Secundo; Pasquale Del Vecchio [] []
The role of artificial intelligence capabilities in enhancing export performance: a study of ambidexterity and dynamic capabilities
—Sachin Kumar; Vandana; Vinod Kumar ; Sheshadri Chatterjee; Marcello Mariani [] []
Multi-stakeholder approach in MNEs’ product advertising: evolutionary paths of content and language
—Chiara Civera; Cecilia Casalegno; Brigida Morelli; Cristian Rizzo [] []
Integrating SMEs market and technology orientation: an exploration of digital technological opportunism, agility, future focus and performance
—Pradeep Kautish; Subrat Sarangi ; Sai Lan; Ankit Mehrotra; Aspasia Simillidou [] []
The adoption of non-fungible tokens (NFTs) in brand-customer interactions: engagement tool or hype?
—Gianluca Centraco; Gabriele Santoro [] []
Chatbot marketing efforts in the era of artificial intelligence: The moderating role of individualism
—Angelica Niros; Meletios I. Niros; George Baltas; Apostolos Giovanis ; Grigorios Painesis [] []