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Digital technology plays a vital role in empowering omnichannel integration. Research on digital technology has recently attracted attention and rapidly developed. However, a comprehensive assessment of the research status and potential gaps is yet to be conducted. Thus, this study investigated the current research status of digital technology-empowered omnichannel integration, and future research directions are proposed.

A three-stage bibliometric analysis was conducted on 764 articles published from 2000 to 2023, cited in the Web of Science database. Furthermore, performance and thematic analyses were performed.

The most productive contributors and influential articles in this field were identified, and four themes of focus were discovered: service quality, o2o commerce, omnichannel retailing, and digital transformation.

To the best of our knowledge, this work is the first attempt to enable researchers to understand the vast body of published scholarship on digital technology-empowered omnichannel integration.

In the dynamic landscape of the digital economy, companies are increasingly adopting omnichannel integration strategies to enhance customer experiences. However, the interplay between this strategy and digitalisation in fostering brand trust remains uncharted. Drawing on the social exchange and psychological reactance theories, this study ventures into unexplored territory by examining the impact of omnichannel integration and digital value on brand trust building. It also delves into the boundary roles of customers’ psychological perceptions, both positive (customer empowerment) and negative (privacy concerns and perceived deception), in this process.

This study conducted an online survey of 595 omnichannel users in China and validated the model using partial least squares structural equation modelling (PLS-SEM).

This study’s results have significant implications for businesses. They show that customer perception of omnichannel integration and perceived digital value are critical drivers of omnichannel brand trust, with customer empowerment playing a mediating role. Notably, the study also reveals that customers’ negative psychological perceptions can have different moderating effects, highlighting the need for businesses to address these concerns in their omnichannel strategies.

This study breaks new ground in marketing research by highlighting the benefits of omnichannel integration and incorporating digital perspectives. It demonstrates the positive impact of blending customer perception of omnichannel integration and perceived digital value on brand trust formation. Furthermore, it explores the boundary roles of customers’ psychological perceptions in this process, offering a unique and comprehensive perspective.

The literature on women of color (WOC) faculty is replete with accounts of marginalization (Balderrama, Texeira, & Valdez, 2006; Benjamin, 1997; Garcia, 2005; John, 1997; Li & Beckett, 2006; McKay, 1997; Reyes, 2005). For instance, Balderrama et al. (2006) explains, “I come from a family of survivors, but I never realized it would come to that in academia …Little did I know I was entering one of the bastions of conservative ideology and practices – a far cry from a meritocracy working for the public good” (Balderrama et al., 2006, p. 224). Concomitantly, the higher education literature extols the presence of race and gender diversity because they are associated with elevated learning outcomes and intercultural engagement (Chang, 2002; Gurin, 1999; Milem & Hakuta, 2002). Therein lies the quandary. Given the importance of illuminating the challenges that WOC face within the academy, how then can that discourse be broadened to include empirical and theoretical claims about the relationship between WOC agency and structural transformation? In other words, how can WOC move beyond or within structural constraints to contribute to the teaching and learning environment? Equally important, how does the presence of WOC encourage a diversity conversation beyond student learning outcomes to one that emphasizes social equity? This chapter intends to participate in these emergent conversations in two ways. First, drawing from an empirical study of Black female faculty, I discuss how the participants contributed to their institutions and how those contributions embody and expand on the following diversity narratives: structural access and climate, learning outcomes, intercultural competencies, and meritocracy. Second, I theoretically expound upon the Black female faculty findings to discuss implications for similarly situated WOC. In all, this chapter demonstrates that difference – a woman of color difference – dislodges reactionary strongholds within the academic enterprise.