Marketing Intelligence & Planning
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The architecture of marketing leadership: how different structures of marketing presence in the top management team drive new product performance
Hamed Mehrabi, Yongjian (Ken) Chen, Chatura RanaweeraPrior research seldom explores the different structures of marketing presence in the top management team (MPTMT) and their impact on new product performance. In this paper, we…
Anthropomorphism of service-oriented AI and customers’ propensity for value co-creation
Ming Tian, Jiarui Yan, Xiaotong LiArtificial intelligence (AI) used in service has sparked fundamental changes in how enterprises engage their customers. AI specifically designed for customer service is denoted as…
Uncorking opportunities: a bibliometric review of wine marketing literature
Seema Bhardwaj, Ritika Chopra, Eugene Cheng-Xi AwThe wine market has witnessed intensified competition across all aspects. However, there is a limited systematic assessment of wine marketing literature. This study employs…
The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies
Jusuf Zeqiri, Paul Sergius Koku, Costinel Dobre, Anca-Maria Milovan, Vjollca Visoka Hasani, Tetiana PaientkoPurpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing…
Optimizing marketing strategy: a video analysis approach
Shiv Ratan Agrawal, Divya MittalThe current study analyzes product review videos of influencers to determine why they are popular among customers. The study on electrical and electronic appliances covered by…
Brand equity and financial performance: an institutional view
Bilu Cheng, Siyu HouThe purpose of this study is to investigate the influence of brand equity on corporate financial performance across various institutional factors in China, encompassing macro…
Rebate incentive strategy for online reviews
Huan-huan Zhao, Yong Liu, Wen-wen RenWe attempt to analyze the impact of retailer’s rebate strategy on consumer reviews and retailer’s profits.
Understanding physicians' adoption intentions to use Electronic Health Record (EHR) systems in developing countries: an extended TRAM approach
Mohamed A. Khashan, Thamir Hamad Alasker, Mohamed A. Ghonim, Mohamed M. ElsotouhyThe success of an Electronic Health Record (EHR) system is determined by the numerous facilitators and obstacles that influence physicians' intentions toward using these…
Logistics service failures and recovery strategies: is the response time or the discount amount more important?
Hasan Emin Gurler, Ramazan ErturgutAlthough trade volumes in e-retailing have increased significantly in recent years, logistics service failures are inevitable, especially at the delivery stage. Therefore, it is…
How and when does gamification level up mobile app effectiveness? Meta-analytics review
Mojtaba BarariGamification in mobile apps has emerged as a compelling strategy to foster firm’s relationships with their customers through mobile applications. This study utilizes a…
Unveiling promotion-induced variety-seeking: the roles of various types of promotional rewards and shopping motivations
Nirmalya BandyopadhyayThe study aimed to explore the differential impact of various types of sales promotion on consumers' variety-seeking behaviour and the roles of utilitarian and hedonic shopping…
How visual angle influences product recommendations in response to two-sided messages
Sari Winahjoe, Widya Paramita, Frances Seowon Jin, Tung Moi Chiew, Arnold Japutra, Felix SeptiantoTwo-sided messages in advertising, which contain both negative and positive information, can have varying effects on persuasion. Thus, it is crucial to understand the conditions…
The dark side of artificial intelligence in marketing: meta-analytics review
Mojtaba Barari, Lars-Erik Casper Ferm, Sara Quach, Park Thaichon, Liem NgoArtificial intelligence (AI) has become a pivotal technology in both marketing and daily life. Despite extensive research on the benefits of AI, its adverse effects on customers…
Does firm-created social media communication develop brand evangelists? Role of perceived values and customer experience
Muhammad Sohaib, Asif Ali Safeer, Abdul MajeedThe social media communication of luxury service firms remains largely unexplored. This study explores the influence of firm-created social media communication (FCSMC) on…
Augmented reality: the key to unlock customer engagement potential
Muruganantham Ganesan, B. Dinesh KumarThis study aims to investigate the impact of customer perceptions of Augmented Reality (AR) attributes such as augmentation, interactivity and vividness on attitudes towards AR…
Empowering co-creation of services with artificial intelligence: an empirical analysis to examine adoption intention
Rajat Kumar Behera, Pradip Kumar Bala, Nripendra P. Rana, Zahir IraniCo-creation of services (CCOS) is a collaborative strategy that emphasises customer involvement and their expertise to increase the value of the service experience. In the service…
Investigating consumers’ adoption of electric vehicles: a perceived value-based perspective
Pankaj VishwakarmaThe current work aims to understand the consumers’ adoption of electric vehicles (two-wheelers) from their value perspective by utilizing the value-based adoption model.
Planning Facebook message strategy and creative appeal for effective ad engagement – an exploratory study
Dorit Zimand Sheiner, Ofrit Kol, Shalom LevyStudying the effect of social media advertising on consumer engagement, this study analyzes the impact of shared-experience versus personal message strategies, informational…
Transforming customer engagement with artificial intelligence E-marketing: an E-retailer perspective in the era of retail 4.0
Rajat Kumar Behera, Pradip Kumar Bala, Nripendra P. Rana, Raed Salah Algharabat, Kumod KumarWith the advancement of digital transformation, it is important for e-retailers to use artificial intelligence (AI) for customer engagement (CE), as CE enables e-retail brands to…
Influencer marketing: explaining the effects of influencer self-presentation strategies on brand responses through source credibility
Eva A. van Reijmersdal, Marieke Walet, Andrea GudmundsdóttirSelf-presentation is an important aspect of influencer marketing. Drawing upon self-presentation theory and source credibility theory, this study aimed to unravel how the…
Subscription intentions for ChatGPT plus: a look at user satisfaction and self-efficacy
Hyeon JoThis study examines the key determinants of subscription intentions for ChatGPT Plus (paid version) in business settings, focusing on tasks such as system quality, information…
Consumer reactions to attacks against cherished brands
Li Keng Cheng, Chung-Lin ToungBecause of an increase in consumer awareness and the ease of information dissemination on the Internet, brands have increasingly become the target of online criticism. Several…
The effects of game mechanics on user retention in using social live streaming services
Hung-Tai Tsou, Yu-Hsun Lin, Pui Yan LooSocial live streaming services (SLSS) have infused gamification into interface design and feature applications. Firms adopt gamification mechanisms to win customer loyalty in the…
Engage to co-create! The drivers of brand co-creation on social commerce
Saiyara Nibras, Tjong Andreas Gunawan, Garry Wei-Han Tan, Pei-San Lo, Eugene Cheng-Xi Aw, Keng-Boon OoiConsumers nowadays are no longer bystanders in the process of production but are proactive collaborators with the power to co-create value with brands. This study aims to explore…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss