Customers can choose to buy products online without certain sensory experiences, such as touching, smelling or tasting. Consequently, product reviews are extremely important to implement online marketing strategies. While reviews can influence customers’ purchase decisions, how they affect the...

Artificial Intelligence (AI) has been the biggest revolution of the 21st century impacting every aspect of the business, sales being no different. The paper experiments the effect of marketing on 4500 customers using AI and humans. The outcomes of the research reveal the effectiveness of AI is...

The paper is based on information which is a combination of store advertisement and consumers' path inside the store along with product information. With this information, the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that...

This empirical study contributes towards identifying the effect of both fake and real discounts in the Indian marketing environment. A common but unsustainable practice in India is to increase the selling price and then offer a discount on the product. Increasing sales based on fake discount...

South Asia has seen a digital revolution in recent years. The number of persons who use the internet has risen drastically. They use it for shopping, social media and online sales. However, there exists a literature gap as far as the effect of outbound digital marketing in B2B markets is...