Technological innovation has grown at an unprecedented rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing...

The interactivity dimension of the internet has allowed the customer to be a part of the marketing of any brand, product, services, or other entity. To this extent, digital inbound marketing encourages a customer-centric perspective in which organizations have to focus on helping consumers and...