Online first articles
Articles not assigned to an issue 81 articles
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Boost effect of sustainable practices and relational innovation on value co-creation and brand equity: outcomes of hotel size moderation
Authors (first, second and last of 5)
- Mariia Bordian
- Irene Gil-Saura
- Antonio Marín-García
- Content type: Original Article
- Published: 17 April 2024
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Environment vs. sports vs. art: effects of CSR activities on the perceived value of products and advertising in the food industry
Authors
- Toshifumi Matsuda
- Takumi Kato
- Content type: Original Article
- Published: 15 April 2024
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Double-weighted kNN: a simple and efficient variant with embedded feature selection
Authors
- Almudena Moreno-Ribera
- Aida Calviño
- Content type: Original Article
- Published: 06 April 2024
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Mapping the marketing analytics landscape: unveiling the diverse proficiencies in marketing and technical know-how among practitioners
Authors
- Matti Haverila
- Kai Haverila
- Content type: Original Article
- Published: 05 April 2024
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Rethinking the role of educators in the 21st century: navigating globalization, technology, and pandemics
Authors
- Ramy A. Rahimi
- Grace S. Oh
- Content type: Original Article
- Published: 02 April 2024
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Teaching academia and inspiring analytics educators
Authors
- Laura Munoz
- Rich Miller
- Content type: Editorial
- Published: 30 March 2024
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The relationship between the quality of big data marketing analytics and marketing agility of firms: the impact of the decision-making role
Authors (first, second and last of 4)
- Matti Haverila
- Kai Haverila
- Muhammed Mohiuddin
- Content type: Original Article
- Published: 30 March 2024
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Ready, set, go! Deploying the social listening stoplight activity to teach marketing analytics using qualitative techniques
Authors (first, second and last of 4)
- Morgan M. Bryant
- Jen Riley
- Dexter Purnell
- Content type: Original Article
- Open Access
- Published: 30 March 2024
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Company social irresponsibility and customer boycott intention in times of crisis
Authors
- Halit Keskin
- Emel Esen
- Sıddık Bozkurt
- Content type: Original Article
- Published: 30 March 2024
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Integrating the customer equity and brand equity approaches to the financial value of marketing
Authors
- Bobby J. Calder
- Edward C. Malthouse
- Joe Omatoi
- Content type: Original Article
- Published: 16 March 2024
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Exploring live shopping dynamics: Insights from purchase intention using structural equation modelling
Authors
- María del Carmen Pons Julián
- Iviane Ramos de Luna
- Content type: Original Article
- Published: 11 March 2024
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A new approach to understanding involvement: linking involvement to the memorability of experience
Authors
- Arman Akhoondnejad
- Christopher Rosin
- Charles Brennan
- Content type: Original Article
- Open Access
- Published: 11 March 2024
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Value perceptions of first-party content on multi-sided platforms: Findings from the Amazon Marketplace
Authors
- Jørgen Veisdal
- Content type: Original Article
- Published: 11 March 2024
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Expanding data literacy to include data preparation: building a sound marketing analytics foundation
Authors
- Sidney Anderson
- Content type: Case Study
- Published: 09 March 2024
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Geodemographic drivers of store-level demand and marketing mix sensitivities
Authors
- Alexander Chaudhry
- P. B. Seetharaman
- Content type: Original Article
- Published: 04 March 2024
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Data-driven budget allocation of retail media by ad product, funnel metric, and brand size
Authors
- Vivian Qin
- Koen Pauwels
- Bobby Zhou
- Content type: Original Article
- Open Access
- Published: 01 March 2024
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What postpones degree completion? Discovering key predictors of undergraduate degree completion through explainable artificial intelligence (XAI)
Authors (first, second and last of 5)
- Burak Cankaya
- Robin Roberts
- Asil Oztekin
- Content type: Original Article
- Published: 28 February 2024
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Research trends in market intelligence: a review through a data-driven quantitative approach
Authors
- Mostofa Wahid Soykoth
- Woojong Sim
- Sydney Frederick
- Content type: Original Article
- Published: 28 February 2024
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The moderating role of perceived brand globalness on the effects of consumers’ attitude during periods of political controversies: three interconnected studies following marketing analytics’ best practices
Authors
- Gonzalo Luna-Cortes
- Luis Miguel López-Bonilla
- Jesús Manuel López-Bonilla
- Content type: Original Article
- Open Access
- Published: 22 February 2024
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Analysing user-generated content in sports events through the lens of the Spain brand
Authors (first, second and last of 4)
- Inés Kuster
- Natalia Vila-Lopez
- María Isabel P. Riquelme Martínez
- Content type: Original Article
- Published: 15 February 2024
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When and how digital novel technologies matter to firm marketing performance
Authors
- Itzhak Gnizy
- Content type: Original Article
- Published: 12 February 2024
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Hey ChatGPT: an examination of ChatGPT prompts in marketing
Authors
- Wondwesen Tafesse
- Bronwyn Wood
- Content type: Original Article
- Published: 05 February 2024
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The grounded theory approach to brand purpose equity drivers: the practitioner’s perspective
Authors
- Cid Gonçalves Filho
- Flavia Braga Chinelato
- Fernanda Viterbo Prado
- Content type: Original Article
- Published: 27 January 2024
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Artificial intelligence in business-to-business (B2B) sales process: a conceptual framework
Authors
- Michael Rodriguez
- Robert Peterson
- Content type: Original Article
- Published: 27 January 2024
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Integrating AI-driven marketing analytics techniques into the classroom: pedagogical strategies for enhancing student engagement and future business success
Authors
- Kamaal Allil
- Content type: Original Article
- Published: 27 January 2024
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Analytics for all marketing majors: sparking interest in the uninterested
Authors
- Rebecca Dingus
- Hulda G. Black
- Nicole A. Flink
- Content type: Original Article
- Open Access
- Published: 22 January 2024
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Interview completed: the application of survival analysis to detect factors influencing response rates in online surveys
Authors (first, second and last of 5)
- Ákos Münnich
- Mátyás Kocsis
- Jenő Nagy
- Content type: Original Article
- Open Access
- Published: 18 January 2024
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Efficacy of the Net Promoter Score in predicting online MBA students' intentions to give back to their alma mater
Authors
- Ali Kara
- John E. Spillan
- Christine Bell
- Content type: Original Article
- Published: 17 January 2024
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Drivers and consequences of consumer alienation in the French retail banking sector
Authors (first, second and last of 5)
- Souheila Kaabachi
- Selima Ben Mrad
- Bay O’ Leary
- Content type: Original Article
- Published: 13 January 2024
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The influence of brand credibility and brand loyalty on customer satisfaction and continued use intention in new voice assistance services based on AI
Authors
- Luis Matosas-López
- Content type: Original Article
- Published: 09 January 2024
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Time analysis of online consumer behavior by decision trees, GUHA association rules, and formal concept analysis
Authors (first, second and last of 8)
- Tomáš Pitka
- Jozef Bucko
- Peter Eliaš
- Content type: Original Article
- Open Access
- Published: 09 January 2024
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How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics
Authors
- Yanbo Zhang
- Chuanlan Liu
- Chunmin Lang
- Content type: Original Article
- Published: 06 January 2024
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An investigation of selected UTAUT constructs and consumption values of Gen Z and Gen X for mobile banking services and behavioral intentions to facilitate the adoption of mobile apps
Authors
- Konstantinos Dendrinos
- George Spais
- Content type: Original Article
- Open Access
- Published: 20 December 2023
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Selection is superior to scale: determining brand loyalty highly correlated to market share
Authors (first, second and last of 4)
- Takumi Kato
- Nobu Takenaka
- Kazuki Nishiguchi
- Content type: Original Article
- Published: 02 December 2023
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Predicting customer churn using machine learning: A case study in the software industry
Authors
- João Rolim Dias
- Nuno Antonio
- Content type: Original Article
- Published: 02 December 2023
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The impact of perceived social media interactivity on brand trust. The mediating role of perceived social media agility and the moderating role of brand value
Authors (first, second and last of 5)
- Sıddık Bozkurt
- David Gligor
- Rajesh Srivastava
- Content type: Original Article
- Published: 30 November 2023
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How do line extensions impact brand sales? The role of feature similarity and brand architecture
Authors
- Burcu Sezen
- Koen Pauwels
- Berk Ataman
- Content type: Original Article
- Open Access
- Published: 27 November 2023
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The role of cognitive processes in healthy consumption food products: An eye-tracking technology study
Authors (first, second and last of 4)
- Diana Escandon-Barbosa
- Jairo Salas-Paramo
- Alexandra Pava-Cárdenas
- Content type: Original Article
- Open Access
- Published: 24 November 2023
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A bibliometric analysis of virtual influencers in the Web of Science
Authors (first, second and last of 4)
- Natalia Vila-López
- Ines Kuster-Boluda
- Isabel Pascual-Riquelme
- Content type: Original Article
- Open Access
- Published: 18 November 2023
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When does word of mouth versus marketing drive brand performance most?
Authors
- S. Cem Bahadir
- Koen Pauwels
- Content type: Original Article
- Open Access
- Published: 10 November 2023
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Marketing analytics with RStudio: a software review
Authors
- David Dege
- Philipp Brüggemann
- Content type: Software Review
- Open Access
- Published: 03 November 2023
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Mapping borrowers’ and lenders’ interactions according to their dark financial profiles
Authors
- Olivier Mesly
- Hareesh Mavoori
- Content type: Original Article
- Published: 01 November 2023
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Automated bidding vs manual bidding strategies in search engine marketing: a keyword efficiency perspective
Authors
- Pingjun Jiang
- Content type: Original Article
- Published: 17 October 2023
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Creating meaningful insights from customer reviews: a methodological comparison of topic modeling algorithms and their use in marketing research
Authors
- Gül Yazıcı
- Tuğçe Ozansoy Çadırcı
- Content type: Original Article
- Published: 03 October 2023
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Mapping sharing economy themes: science mapping, topic modeling, and research agenda
Authors (first, second and last of 4)
- Ahmed Gamal ElKattan
- Diana Gavilan
- Amira Fouad Ahmed Mahran
- Content type: Original Article
- Open Access
- Published: 28 September 2023
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AI technologies in the analysis of visual advertising messages: survey and application
Authors (first, second and last of 5)
- Larisa Sharakhina
- Irina Ilyina
- Valeria Kulibanova
- Content type: Original Article
- Published: 25 September 2023
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A gateway toward truly responsive customers: using the uplift modeling to increase the performance of a B2B marketing campaign
Authors
- Meltem Sanisoglu
- Sebnem Burnaz
- Tolga Kaya
- Content type: Original Article
- Published: 21 September 2023
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Measuring the effects of customized targeted promotions on retailer profits: prescriptive analytics using basket-level econometric analysis
Authors
- Alexander Chaudhry
- Carrie Heilman
- P. B. Seetharaman
- Content type: Original Article
- Published: 20 September 2023
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Sales force control in the area of value-based selling and Industry 4.0: smart self-control based on salesperson business model
Authors
- Saïd Echchakoui
- Riadh Ladhari
- Content type: Original Article
- Published: 16 September 2023