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This study aims to examine the influence of the derived attributes of embedded artificial intelligence-mobile smart speech recognition (AI-MSSR) technology, namely perceived usefulness, perceived ease of use (PEOU) and perceived enjoyment (PE) on consumer purchase intention (PI) through the chain relationships of attitudes to AI and consumer smart experience, with the moderating effect of consumer innovativeness and Generation (Gen) X and Gen Y in fashion retail.

The study employed a quantitative survey strategy, drawing a sample of 836 respondents from Sri Lanka and India representing Gen X and Gen Y. The data analysis was carried out using smart partial least squares structural equation modelling (PLS-SEM).

The findings show a positive relationship between the perceived attributes of MSSR and consumer PI via attitudes towards AI (AAI) and smart consumer experiences. In addition, consumer innovativeness and Generations X and Y have a moderating impact on the aforementioned relationship. The theoretical and managerial implications of the study are discussed with a note on the research limitations and further research directions.

To multiply the effects of embedded AI-MSSR and consumer PI in fashion retail marketing, managers can develop strategies that strengthen the links between awareness, knowledge of the derived attributes of embedded AI-MSSR and PI by encouraging innovative consumers, especially Gen Y consumers, to engage with embedded AI-MSSR.

This study advances the literature on embedded AI-MSSR and consumer PI in fashion retail marketing by providing an integrated view of the technology acceptance model (TAM), the diffusion of innovation (DOI) theory and the generational cohort perspective in predicting PI.

In 2022, the new normal era began to experience an increase in the number of tourists visiting Bali. Even though spiritual tourism was optimistic in attracting foreign visitors, most tourists come from nearby nations like Australia, indicating that the visits had a brief duration in this new era. To sustain the income of spiritual tourism advocates, it is possible to overcome the brief visit. Therefore, this study aims to analyze the collaboration of digitalized spiritual tourism activities in 2022. Data were collected through literature study, observation and in-depth interviews to determine the spiritual tourism hybrid business. The result showed that the digitalization of spiritual tourism builds an on-off hybrid method in marketing and products, thus developing a theory of the characteristics. This on-off hybrid provides a touch of experience for tourists to visit directly. Therefore, digitalization builds the resilience of spiritual tourism in the new normal era through marketing and service of hybrid products.

The gap between word-of-mouth marketing habits, direct product service and the tendency to digitize creates adaptation problems that take time. These problems make a practical contribution to building marketing and spiritual tourism products. The theoretical contribution is to build integrated marketing and spiritual tourism digital product concepts. A qualitative research method was adopted because the population of spiritual tourism is very limited. Therefore, it needs to be explored through experienced and knowledgeable informants. Literature study, observation and in-depth interviews were used to collect data. The literature study technique collects data from written sources, namely books, articles and internet sources. Observations were made by analyzing non-participants by recording various marketing activities and services for spiritual tourism products. Additionally, in-depth interviews were conducted with informants about digitalization in the new normal era.

The result showed that the digitalization of spiritual tourism builds an on-off hybrid method in marketing and products, thus developing a theory of the characteristics. This on-off hybrid provides a touch of experience for tourists to visit directly. Therefore, digitalization builds the resilience of spiritual tourism in the new normal era through marketing and service of hybrid products.

The method has successfully built digital and direct visit products. Digital products share knowledge, while direct visit products serve to gain hands-on experience. These products provide income for spiritual tourism actors. However, direct visit products are more emphasized to spread income, such as hotels, restaurants and souvenirs. This development provides a theoretical implication that the characteristics of tourism products can be enjoyed at the service provider’s premises and the area of origin of tourists with digital technology. Therefore, digitalization has changed the theory of the characteristics of tourism products from having to be enjoyed by service providers (Yoeti, 1991).

Based on both quantitative and qualitative analyses, this study revisits public relations (PR) and marketing practitioners' perceptions of PR function and its relationship with marketing function in the digital context.

An online survey targeting 234 PR and marketing practitioners was first conducted, followed by a total of 27 in-depth interviews with PR and marketing practitioners.

Results from the two phases of analysis show that both PR and marketing practitioners perceive market functions as sales-oriented, whereas media relations is interpreted as more of a PR function. Content marketing and influencer marketing via digital communication channels help to enhance the convergence of PR and marketing functions. PR and marketing practitioners believe that PR and marketing functions are integrative, and they are willing to work flexibly for both functions within workplaces.

This study presents a continuum of PR and marketing functions in the digital era that illustrates the role of digital communication in the convergence of PR and marketing functions. The results help to advance the theoretical discussion on both the functional (excellent PR practices and relationship management) and critical (the social role of PR in the participatory culture) approaches of PR in the digital context. Managerial implications are also discussed in addition to the theoretical contributions.

This paper aims to measure the intention to use digital marketing strategies to enhance the performance of tourism business as well as the extent of digital renovation applications in tourism for sustainable business in a new normal era.

This paper is an insight from the existing relevant literature on the tourism business from time immemorial. The conceptual framework of this study is designed based on previous studies of digital marketing practices for tourism businesses. Furthermore, data were collected from 270 respondents, of which the valid response rate is 72.97%. Partial least square (PLS)-structural equation modeling (SEM) is used to validate the conceptual framework and hypotheses testing.

Among the nine hypotheses path, seven were supported. This study result shows that perceived usefulness, perceived ease of use, social media marketing and tourism business performance are critical factors for adopting digital marketing in tourism. Thus, tourism service providers' intention has a positive impact to meet the expectation of tourists and adoption of digital marketing.

The study's results will assist tourism researchers and service providers in understanding an authentic relationship between digital practices of tourism business and tourist satisfaction. In addition, the legacy of tourism business through digital marketing empowers the owner and community.

The study is the first to explore the relationship between tourism business performance and digital marketing during the new normal era for the empowerment of local community and expanded business in tourism sector.

This study aims to shed light on the evolving nature of banks in the digital era and the implications for bank marketing and management. The research addresses the need for a comprehensive typology of banks that integrates fintech and explores how traditional and app-only banks strategically position their brands. The key argument is that understanding the changing landscape of banking and the impact of technological advancements is crucial for banks to navigate the challenges and opportunities presented by fintech and digital transformation.

This study examines literature and practices to develop a typology of banks, describing their characteristics, strengths, weaknesses and providing examples. It also proposes new research agendas for scholars and practitioners in the field.

This paper introduces a typology of banks based on their adoption of fintech and digital technologies. Three distinct types of banks are identified: Traditional banks adopting FinTech (TBAF), Traditionally Driven Neo Banks (TDNBs) and Digitally Driven Neo Banks (DDNBs). TBAF are traditional banks that have embraced fintech solutions to enhance their operations and customer experiences. TDNBs represent a hybrid model, combining the trusted brand and infrastructure of traditional banks with the digital capabilities and agility of neo banks. DDNBs are purely digital banks that operate exclusively online, offering innovative and user-friendly banking services.

This study is a pioneering work that classified banks based on their utilization of fintech and digital technologies. The study provides a typology of banks based on fintech adoption, offering valuable insights for bank managers, policymakers and researchers. The research also outlines a research agenda, suggesting future investigations to further enhance understanding of the evolving banking landscape and its implications.

The purpose of the paper is to present an empirical study that examines the impact of digitalization on informative, strategic and operational marketing activities in manufacturing companies from the entrepreneurial perspective.

A research project was carried out in 205 Italian manufacturing companies by using the questionnaire method. An exploratory research study was conducted with hierarchical cluster analysis.

The analysis shows the existence of seven clusters of manufacturing companies that differ by the impact of digitalization on marketing activities from the entrepreneurial perspective. Two clusters have a high positive impact of digitalization, primarily on informative and strategic marketing activities. Two clusters are characterized by a low positive impact of digitalization and three clusters perform an intermediate level of digitalization. Furthermore, these groups of clusters differ in terms of the influence of digitalization on customer value.

The small size of the sample and the geographic origin of the companies imply limited generalizability; further research on the topic is thus recommended.

The study suggests that companies should digitalize many key marketing activities to increase marketing effectiveness and customer value. To achieve high levels of digitalization and thus increase their competitiveness, manufacturing companies should consider the importance of relevant technologies and skills.

By focussing on the impact of digitalization on informative, strategic and operational marketing, which has not yet been empirically investigated, the present study reveals many new elements concerning the marketing process in the digital era from the entrepreneur's point of view.

From a knowledge-management perspective, this paper aims to analyze the digital transformation of the business models of traditional Chinese sporting goods companies in the context of the pandemic crisis and to explore the role of their digital transformation in coping with the crisis.

Using theoretical sampling, typical sporting goods companies are selected for case studies. We provide an in-depth analysis of how these companies achieve high performance levels through the digital transformation of their business models in the post-COVID-19 era and discuss the key role of knowledge management in this achievement.

Focusing on the challenges faced by Chinese sporting goods enterprises during the pandemic crisis from the knowledge-management perspective, we find that through the digital transformation of their business models, enterprises can improve their knowledge-management capabilities, enhance their flexibility to respond to sudden crises and maintain a higher level of corporate performance.

This paper has significant implications for sporting goods companies wishing to achieve high corporate performance through the digital transformation of their business models in the post-COVID-19 era. Future research should address the dynamic mechanism of the digital transformation of business models to improve enterprise knowledge-management capabilities and the impact mechanism of knowledge-management capabilities on interenterprise organizational resilience.

This paper proposes specific strategies in the process of the digital transformation of business models that are essential for improving enterprises’ internal and external knowledge-management capabilities.

The paper aims to clarify the validity of the digital marketing model for software IT professionals. It proposes a model of buying behavior practices followed in digital era and outlining all six critical factors that were considered for developing this model. So the main objective of the study is to validate the success of digital marketing model through a survey-based results and case study analysis and synthesize the results for the success of digital marketing model for software development industry.

The paper opted for an exploratory study using the structured questionnaire. The data were collected using online platform. The present study covers the analysis of a survey of 406 IT professionals from software development industry to understand their buying behavior through digital marketing. Regression technique has been used to find the important predictors of the digital marketing model with its impact on the demographic variables.

The paper provides empirical insights about digital marketing model whose validity has been checked by synthesizing the results of both overall and case study. The results show that predictors elucidate Durbin–Watson in the acceptable range and are suitable for the model.

Data were collected during Covid period. So it was quite a challenging task and moreover sample size could not be increased due to this problem.

The paper includes implications for the development of digital marketing model for software IT professionals. Finally, this study will contribute to the further research for many prominent researchers who express their doubts about the state and future of digital marketing studies, characterized by contradictory and confusing empirical findings. A larger quantitative study on IT companies' digital marketing from different regions is recommended as a future line of research in order to encourage the unique globalized level model development.

Many organizations use digital marketing successfully since with the great amount of awareness generated about the digitalization among the customers has propelled for its development.

This paper fulfills an identified need to study how IT professional's digital buying marketing practices need to be studied.

The purpose of this research is to undertake a bibliometric analysis of digital marketing research in small and medium enterprises (SMEs). The study examines papers over the last two decades and performed performance analysis, co-citation analysis, bibliographic coupling and scientific mapping.

The study examines 247 documents retrieved from the Scopus database using bibliometric analysis, performance analysis and thematic clustering. The study looked at the scientific productivity of papers, prolific authors, most influencing papers, institutions and nations, keyword co-occurrence, thematic mapping, co-citations and authorship and country collaborations. VOSviewer was employed as a tool in the research to conduct the performance analysis and thematic clustering.

The most productive year was 2021 with 56 publications and the most impactful institute and countries are the University of Birmingham, UK, and the country is United Kingdom, respectively. Similarly, the most influential journal is “Industrial Marketing Management”, and the most productive journal is “International Journal of Internet Marketing and Advertising”. Furthermore, the most cited article is “Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands”. The authors also identified five thematic clusters of digital marketing research in SMEs.

It informs and directs researchers on the current state of study in the field of digital marketing literature in SMEs. It also outlines future research directions in this field.

This is the first study which provides the performance analysis and scientific mapping of the digital marketing literature in SMEs.