Understanding how to more effectively advertise is an important area for practitioners, many of whom are struggling to stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising, additional research to better understand advertising...

Background If retailers and brand manufacturers of food succeed in presenting their products at the point of sale, quickly generating a high level of attention, the likelihood of a purchase is significantly increased. Particularly, in recent years, they have been relying on the megatrend of...

The Gen-Z, who are deemed digital natives, have shown interest in the metaverse. The emergence of augmented reality (AR), virtual reality (VR), and mixed reality (XR) technologies in recent years has fuelled the increased interest in metaverse gaming. However, extant literature is yet to...

The digital environment, which includes the Internet and social networks, is propitious for digital marketing. However, the collection, filtering and analysis of the enormous, constant flow of information on social networks is a major challenge for both academics and practitioners. The aim of...

This study aims at identifying the tools used in e-commerce, able to optimize marketing campaigns. Managerial and marketing processes have been identified in the relevant body of knowledge that can be optimized using artificial intelligence; thus, a questionnaire has been designed within a...

Business model innovation is a key success factor for IT companies competing in technologically uncertain environments. Despite the need of IoT solution developers to renew their business models to effectively create value for customers and capture value for the company, the strategic factors of...

Due to the continuous growing of information exchange in the Internet, commercial web sites have started to include online tools to allow consumer interaction in them. Thus, when visiting these commercial web sites, consumers may consider not only e-retailer information (marketing communication)...

e-Government development requires a good knowledge of both users’ expectations and all the factors that may strength users’ adoption of the technology. Chan et al. (2010) proposed several variables that could act as antecedents of the Unified Theory of Acceptance and Use of Technology...

Explanatory models of e-Government adoption are based on the premise that user behavior results from users’ intentions, which derive from users’ beliefs and attitudes. According to such models, citizens’ high intentions to use e-Government tools should have led to the widespread adoption...

This research focuses on the study of the impact of the HRIS' use in human resources department (HR) on individual innovation capability. A research model was proposed and the related hypotheses were tested within human resources department of Tunisian companies with 42 respondents. Results...