Word of mouth (WOM) information have become an integral part of consumer decision-making and have revitalized investigations of a social phenomenon to serve marketing objectives. This study addresses the fast-growing yet diverse WOM literature with its heterogeneous background. An objectified...

The purpose of this study is to systematically review the city branding literature to provide an explicated and organized view and highlight further research opportunities. In that sense, the articles published on "city branding" and "city marketing" between 1988 and 2014 were explored via...

The general objective of this study is to examine the evolution of the concept of brand literacy and measure the independent variables by collecting empirical data through purposively developed instrument. The primary data collected through the instrument will be validated using the appropriate...

For the last a few years, many electronic businesses (e-businesses) in Small to Medium-Sized enterprises (SMEs) have been using Social Media Networks (SMN) with their customers and suppliers to share knowledge on product or brand information in an open two way communications. This is because...

This article aims to examine the contribution of Vargo and Lusch (V&L) to service-dominant logic (S-D logic) thinking from the first time it appeared until now. No previous study has specifically analyzed all contributions of V&L since the phenomenon appearance of their article about this...

This manuscript documents the research productivity over a ten-year period (2007-2016) of marketing faculty at 30 leading marketing departments. We find that median productivity in the top four marketing journals was .40 publications per year. We find no meaningful difference in productivity...

Growing attention has been paid to the science of marketing over the last few years, given their influence in business science and marketing in particular. This work implements a bibliometric analysis of the predictive marketing method, often known as "predictive marketing.". In this sense, we...

The purpose of this study is to focus on the background research of social media marketing in different circumstances and also to do advanced research on social media marketing. The study reveals the current status of social media marketing. Secondary data from books, reputed journals,...

The last century's industrial and technological development has led to the growth of environmental problems such as global warming, climate changes, water, air, and ground pollution. The awareness of modern consumers about these issues is growing, and companies respond by using "green marketing"...