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Marketing and Advertising in the Online-to-Offline (O2O) World
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The field of marketing has changed for the good as the lines between the online and the offline worlds continue to blur and merge as new metaverses emerge. The
Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
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In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creat
Business Sustainability with Artificial Intelligence (AI): Challenges and Opportunities
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Changing World Economic Order in the Post-Pandemic Period
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Post COVID-19, the world will never be the same. The pandemic not only shattered many assumptions about economic developments and growth, but it also challenged
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
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Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thu