A systematic literature review of the Pay-What-You-Want pricing under PRISMA protocol by Oktay Güzel, Emili Vizuete-Luciano, José María Merigó-Lindahl

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On the edge of a digital event era: Which innovative factors influence the willingness to pay for virtual concerts? by Sören Bär, Sarp Boyacıoğlu, Markus Kurscheidt

Subjects: “…M31 Marketing…”
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Two decades of viral marketing landscape: Thematic evolution, knowledge structure and collaboration networks by Omer Gibreel, Mohamed M. Mostafa, Ream N. Kinawy, Ahmed R. ElMelegy, Raghid Al Hajj

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Breaking barriers in advertising: Innovative cross-media measurement with audio-matching by Silvia Sanz-Blas, Victor Ballester-Riera, Daniela Buzova

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Unlocking the power of AI in CRM: A comprehensive multidimensional exploration by Khadija Khamis Alnofeli, Shahriar Akter, Venkata Yanamandram

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Service delivery options and customer reviews in food and beverage establishments: Exploring spatial spillover effects by Kien Trung Tran, Hanh Thu Le

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How chatbots influence marketing by Kaczorowska-Spychalska Dominika

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Unlocking playful dimensions: Developing and validating a scale for assessing video game-related hedonic experiences by Amir Zaib Abbasi, Ding Hooi Ting, Helmut Hlavacs, Bradley Wilson, Mousa Albashrawi, Yogesh K. Dwivedi

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New business models for Cultural and Creative Institutions by Nikiel Sławomir

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The Analysis of Masculinity in Advertising: A Qualitative Study Based on Consumer Perceptions by Kreicbergs Toms

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Consumer ethnocentrism and purchase intentions in native Latin American consumers by Iliana E. Aguilar-Rodríguez, Leopoldo G. Arias-Bolzmann, Carlos H. Artieda-Cajilema, Carlos Artieda-Acosta, Ana-Belén Tulcanaza-Prieto

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Digital Technologies in the Process of Virtualization of Consumer Behaviour – Awareness of New Technologies by Kaczorowska-Spychalska Dominika

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Achieving Survival of Social Enterprise Through Entrepreneurial Marketing: An Empirical Analysis of Nigeria by NWANKWO Cosmas Anayochukwu, KANYANGALE MacDonald Isaac

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Beyond profit How sustainable consumer behavior shapes the longevity of family businesses by Khaled Alshaketheep, Hind Al-Ahmed, Ahmad Shajrawi, Ahmad Mansour

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Consumer perspective of omnichannel commerce by Kaczorowska-Spychalska Dominika

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Examine the factors influencing the behavioral intention to use social commerce adoption and the role of AI in SC adoption by Shahzad Sadiq, Jia Kaiwei, Ihsan Aman, Muhammad Mansab

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Crowdfunding agricultural ventures: psychological predictors of funding intentions and the role of climate change beliefs by Mark Ratilla, Diego Fernando Plata Lerma, Martina Rosíková, Khurram Ajaz Khan

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Influence of the organizational structure of Polish passenger railways on the process of communication with customers by Sobotkiewicz Dariusz, Waniowski Paweł

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The mediating effect of brand image on the relationship between E-WOM and purchase intention: the case study of FOREO skin-care devices by Cuong Nguyen, Sam Pham, Ly Nguyen

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The formation of attitudes and intention towards green purchase: An analysis of internal and external mechanisms by Nguyen Thi Hoang Yen, Dung Phuong Hoang

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