International Marketing Review
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A bibliometric approach to the evolution of artificial intelligence in digital marketing
Kemal Gokhan Nalbant, Sevgi AydinThis research aims to examine the dynamic relationship between digital marketing and AI. This study used bibliometric analysis to investigate the significance of artificial…
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 HussainDespite great consensus on the positive impact of big-data-driven artificial intelligence (AI) analytics (BDAI) on a firm’s performance, it still appears to be a black box…
Unveiling the potential of digital human avatars in modern marketing strategies
Fabio Goncalves de Oliveira, Maksim Belitski, Nada Kakabadse, Nicholas TheodorakopoulosThis study aims to develop a theoretical framework that marketing practitioners and scholars can adopt to enhance their understanding of how firms can effectively deploy and use…
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 ApostolidisThis study aims to examine the impact of an organization’s digital transformation capability (DTC) on its dynamic capabilities and strategic depth, which, in turn, could impact…
ISSN:
0265-1335e-ISSN:
1758-6763ISSN-L:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan