Hardly any other phenomenon has dominated the marketing world in the past few months as Influencer Marketing. Specifically designing the cooperations with influencers is crucial for companies to exploit the full potential. This article presents a taxonomy of the four main archetypes of...

The check-out process is one of the biggest pain points in shopping. While Apple is the pioneer in cashierless shopping, several other corporations have initiated first concepts during the last months. Innovative, IoT-driven businesses like Amazon Go or Avec Box are trying to improve the...

Various drivers are currently encouraging established consumer goods manufacturers to start exploiting the D2C growth opportunity. Semi-structured interviews were used to explore the different facets and angles of D2C drivers and prerequisites. The results show that for traditionally...

Marketers are in a unique position to improve customers' data privacy but often lack the necessary know-how. Hence, this study examines the link between marketers' privacy literacy and their firms' privacy orientation.

The adoption of artificial assistant tools (AAT) powered by generative artificial intelligence and large language models to support frontline employees (FLEs) opens up promising new use cases while also introducing changing skillset requirements and new challenges (e.g., in compliance and data...

Purpose – This study aims to examine the direct and moderating effects of generative learning on customer performance. Design/methodology/approach – The authors test the relationships between customer relationship management (CRM) capabilities, generative learning, customer performance, and...