Access to finance

, 52–54

Access to markets

, 54–55

Ada Health

, 125

Advertisements

, 155–156

in consumer decision making

, 156–160

Aesthetic design of web page

, 23

Agency

, 140–141

AI-based anthropomorphic agents

, 103–104

Airbnb (room/house rental)

, 6

Alexa

, 103–104, 120

Alibaba

, 6, 124

Aloft Hotels

, 124

Amazon

, 6, 21

Analysis of variance (ANOVA)

, 29

ANOVA analysis

, 169

Anthropomorphic AI

, 103–105

frequent terminologies and meanings

, 107–108

inability to understand context

, 127

intersection of relationship marketing and customer experience

, 104–105

managerial awareness

, 125–127

practical insights

, 105–125

technological limitations

, 125–127

Anthropomorphism

, 105

Areas of interest (AOI)

, 162–165

analysis

, 167–168

Artificial general intelligence (AGI)

, 125–127

Artificial intelligence (AI)

, 7, 135–136, 196

AI-based marketing

, 7, 11

challenges of AI-induced physical-digital space

, 143–146

to enhance customer experience

, 138–139

ethical issues

, 145

management imagination

, 144

managing resources

, 145–146

physical-digital space

, 146–148

uncanny valley effect

, 145

Attention

, 155–157

Augmented reality (AR)

, 7, 197–198

Australia and New Zealand Banking Group Limited (ANZ)

, 122

Authority

, 140–141

Autonomy

, 140–141

Avatar

, 105, 122

Banking portfolio management

, 65–66

data description

, 68–69

empirical results

, 70–72

methodology

, 69–70

Banking sector

, 65–66, 122, 124

Bao cap

, 44–45

BevMo

, 120

Blockchain

applications in marketing

, 11–12

technology

, 197

Brands

, 192–193

Business practice

current trends of digital marketing in

, 192–196

future directions and trends of digital marketing in

, 196–198

Business Registration Division (BRD)

, 48–49

Cambridge Analytica scandal

, 11

Centre for Social Initiatives Promotion (CSIP)

, 45, 53, 56, 58

Chatbots

, 82, 105, 120

China Commercial Banks

, 69

Chinese banking sector

, 65–66

City’s People Committee

, 49

Co-creation marketing

, 5, 195

Co-operatives

, 44–45

Cognitive competences

, 90

Conditional Value at Risk

, 65–66

Conscious processing

, 170

Consciousness

, 160

Construct macroeconomic uncertainty indexes (CMU)

, 68

Consumer decision making, advertisements, packaging and emotions in

, 156–160

Consumer-to-consumer relationships (CtoC relationships)

, 8–11

Content creation

, 182–183

Content-based digital marketing

, 183

Convex risk measures

, 70

Convexity

, 70

Corporate social responsibility (CSR)

, 44

Covariance optimisation model

, 71

Creative industries

, 81

Creativity

, 91

Crisis-based entrepreneurship education, research opportunities on

, 96–97

Customer experience (CX)

, 103–104, 136

artificial intelligence to enhance

, 138–139

in digital environment

, 137–138

intersection

, 104–105

lens of customer experience in relationship marketing

, 136–138

new framework to enhance

, 139–143

in physical environment

, 137

practical insights into anthropomorphic AI to enhance

, 105, 109, 117, 125

Customer relationship management (CRM)

, 192

Cyber-physical system

, 139

Dialogue, access, risk/benefits and transparency (DART)

, 5

Digital assistant

, 105, 118

Digital content

, 79–80, 187

Digital disruption in sport

, 80–82

Digital environment, customer experience in

, 137–138

Digital marketers

, 78

Digital marketing. See also Relationship marketing (RM)

, 2, 41–42, 65–66, 75–77, 79, 186

current trends

, 192–196

development

, 2

and electronic word-of-mouth

, 183–186

future directions and trends

, 196–198

future research direction

, 7, 9–10, 13

and impact on entrepreneurship education

, 91–92

to improve social entrepreneurship ecosystem

, 59–60

social forms

, 79–80

Digital sport marketing. See also Sport marketing

, 75–77, 81–82

future research suggestions

, 83–84

practical implications

, 82

theoretical contributions

, 83

Digital technologies

, 2, 191–192

Digitalisation

, 79

Digitalised brand engagement platforms

, 5

Disembodied anthropomorphic AI

, 105

‘Doi moi’ period

, 45

Double-sided customer relationship framework

, 6–7

Dual-path information processing model

, 182

E-commerce

, 19–20

eBay

, 6, 21

Ecolink

, 54

Ecosystem analysis

, 41–42

Education

, 98

Electroencephalography (EEG)

, 159–160

Electronic services (e-service)

, 77–78

Electronic word-of-mouth (eWOM)

, 4, 181, 183, 186

digital marketing and

, 183–186

recommendations to business

, 186–188

social impacts and

, 184–185

Email

advertising

, 3

marketing

, 2–3

Embodied anthropomorphic AI

, 105

Emotional/emotions

, 90–91

advertising

, 158–159

competences

, 90

in consumer decision making

, 156–160

intelligence

, 91

Empowerment

, 88

Enterprise Law

, 49, 51

Entertainment factors

, 24

Entrepreneurial competencies

, 89–90

Entrepreneurial ecosystems

, 98

Entrepreneurial intention

, 88–89

Entrepreneurial self-efficacy

, 90

Entrepreneurship

, 43, 89

Entrepreneurship education

, 87–88, 91

competences

, 90

digital marketing and impact on

, 91–92

emerging themes

, 94–95

gender and

, 97–98

measure effectiveness of

, 95–96

new theoretical bases

, 96–97

types

, 92–94

Euro-zone bond market

, 65–66

Experience-based approaches

, 94

Experiential learning

, 95

Eye movement

, 164

Eye tracking

, 155–156, 162, 165

analysis result

, 167–170

literature review of research concepts

, 156–165

methodology

, 165–167

Facebook

, 81–82

FBA Innovation Challenge

, 47–48

Financial services

, 122–124

Fixations

, 164

analysis

, 167–168

Flight Centre Travel Group

, 124, 141–142

FlyZoo Hotel

, 124, 141–142

Gender and entrepreneurship education

, 97–98

Geopolitical risk index (GPR index)

, 65–66, 68

Global economic political uncertainty (GEPU)

, 65–66

Global Entrepreneurship Monitor (GEM)

, 97–98

Google

, 3

GoPro

, 193

5G technology

, 198

Healthcare

, 124–125

Heat maps

, 164, 168

analysis

, 167–168

‘Hierarchy of effects’ model

, 158–159

Home entertainment

, 118–120

HopeBox

, 47–48

Hospitality

, 124

Humanoid robots

, 105, 125

IKEA Place

, 197–198

Immersive marketing

, 7, 11

Immersive technologies

, 197–198

Impact Investors

, 53

Influencers marketing

, 195–196

Information and communication technologies (ICT)

, 2

Information technology (IT)

, 5

Instagram

, 81–82

Institutional framework

, 48–50

Intangibility

, 22–23

Integrated marketing communication (IMC)

, 155–156

Intellectual capital (IC)

, 65–66

Interactive content

, 194

Interactive websites

, 5

Internet marketing. See Digital marketing

Internet of Things (IoT)

, 2, 12–13, 118, 120, 137–138

Kickstarter

, 6

Knowledge economy

, 88

KOTO

, 47–48, 53

Learning

, 89–90

Legal & regulatory frameworks

, 50–52

Live streaming

, 194

Live videos

, 194

Lotus Impact

, 53

LoweBot

, 122

Lyft (car-sharing)

, 6

Marketing communication

, 47–48

Markowitz model

, 65–66

Marriott International

, 124

Medical Technology Transfer and Services (MTTS)

, 54

Micro-influencers

, 196

MIDAS-GARCH model

, 65–66

Minister of Planning and Investment (MPI)

, 48

ModiFace

, 197–198

Monetary policy uncertainty (MPU)

, 68

MSN

, 3

Nadia

, 125

National Business Registration Agency (NBRA)

, 48

National Disability Insurance Scheme (NDIS)

, 125

Natural language processing (NLP)

, 146

Neuromarketing

, 161–162

Neuroscience

, 90–91

Non-profit organisations (NGO)

, 45

Not-for-profit sector social entrepreneurship

, 43

Offline marketing

, 4

Omnichannel marketing

, 192–193

Online consumer behaviour

, 23–24, 30

Online marketing. See Digital marketing

Online shopping

, 20–21

Online shopping cart abandonment (OSCA)

, 19–20

aesthetic design of web page

, 23

antecedents

, 20–21

causes

, 20

consumers engage in

, 34–35

entertainment factors

, 24

financial reasons

, 22

intangibility

, 22–23

managerial implications

, 32–34

method

, 25

privacy issues

, 23

reasons for

, 20, 24, 30, 32

recommendations for businesses

, 34–36

results

, 25–29

shopping carts as organisational tool

, 21–22

social influences

, 23–24

strategies

, 35–36

technology glitches

, 24

time pressures

, 22

updated model

, 24–29

Online technology

, 191–192

Organisation for Economic Co-operation and Development (OECD)

, 43–44

Oxfam

, 53

Packaging

, 155–156

in consumer decision making

, 156–160

Para-social interaction theory

, 96

Patamar Capital

, 53

Pepper robot

, 122

Phillip Hue

, 118

Physical environment, customer experience in

, 137

Physical spaces

digitising

, 140–141

mixing digital with

, 142–143

Physical-digital space (PDS)

, 136, 139–140, 143, 146, 148

scaling up

, 148

small and embracing failure

, 147

understanding technologies

, 146

use cases

, 146–147

Planning competency

, 89–90

Pokemon Go

, 142

Portfolio

, 65–66

Privacy issues

, 23

Private social entrepreneurship

, 43

Professional internships

, 93–94

Prosumption marketing

, 8–11

in sharing economy

, 6–7

Provider-focused marketing communications

, 6–7

Public sector social entrepreneurship

, 43

Pupil centre corneal reflections (PCCR)

, 163

Purchase Intention

, 158–159

Radio-Frequency Identification (RFID)

, 141

Real-time bidding

, 196

Relationship marketing (RM). See also Digital marketing

, 2, 78, 103–104, 191–192

intersection

, 104–105

lens of customer experience in relationship marketing

, 136–138

theories and practices

, 135–136

Relationship perspectives

in academic research

, 2

future research direction

, 7–13

Retailing

, 120–122

Saccades

, 164

Sapa O’Chau

, 47–48

Search engine marketing

, 3–4

Self-control competency

, 89–90

Sephora Virtual Artist

, 197–198

Service learning

, 92–93

‘Share of Coke’ campaign

, 193

Sharing business models

, 6

Shopping carts as organisational tool

, 21–22

Skills & business development support

, 55–56

Small and medium enterprises (SMEs)

, 49–50

Smart home

, 118–120

SmartAisle

, 120

Social aspects theory

, 97

Social competences

, 90

Social enterprises in Vietnam

, 42–44

Social entrepreneurship. See also Entrepreneurship education

, 42

culture

, 46–48

ecosystem analysis

, 46–59

features

, 43

managing, measuring and reporting impact

, 56–59

models

, 43

practices

, 46

in Vietnam context

, 44–46

Social impacts

, 183–184, 186

content in digital marketing and

, 183–184

and e-WOM

, 184–185

theory

, 184

Social influences

, 23–24

Social interaction

, 187

Social loafing theory

, 96

Social media

marketing

, 5–6, 8

platforms

, 6

Social networking sites

, 5

Social power theory

, 96

Spam

, 3

Sport marketing

, 80

programs

, 84

theory

, 83

Static subliminal stimulus

, 167

Statistical analysis

, 169–170

Stimulus-organism-response model (S-O-R model)

, 7

Strong AI

, 125–127

Subconscious

, 160

Subliminal

, 160–162

advertising

, 155–158

images

, 165

perception

, 160–161

words

, 165

Subsidy Period

, 44–45

Superintelligence

, 125–127

Technology

, 2, 138, 197–198

glitches

, 24

‘The he xanh JSC’ (THX)

, 54

Theory of Buyer Behaviour

, 20–21

Theory of risk minimisation

, 70–71

Threshold

, 161

Time pressures

, 22

Time to First Fixations (TIFFs)

, 169

Tourism

, 124

Traditional services, digitising

, 141–142

Travel

, 124

Travel Solutions

, 124, 141–142

Twitter

, 81–82

Two-step implementation approach

, 148

Uberis Capital

, 53

Uncanny valley effect

, 145

Unconscious

, 160

Unitus. See Patamar Capital

User-generated content (UGC)

, 4–5, 192–193

Value at Risk (VaR)

, 65–66

Value co-creation

, 83

Verbal self-report studies

, 158–159

Vietnam

, 41–42

digital marketing to improve social entrepreneurship ecosystem

, 59–60

literature review

, 42–44

social enterprises in

, 42, 44

social entrepreneurship in Vietnam context

, 44–46

Virtual reality (VR)

, 7, 197–198

Voice search smart speakers

, 196

Weak/narrow AI

, 125–127

Web marketing. See Digital marketing

Website marketing

, 2–3

Work integration social enterprise (WISE)

, 43

Yahoo

, 3

Zilok (goods rental)

, 6

Zora

, 125